Sunday, May 22, 2005

Spam Filters Spark A Creative Revolution

Spam filters are driving a creative renaissance in direct marketing copywriting. As technologists set filters to exclude the most proven and the most effective words and phrases used to cue feelings of need and urgency, writers are being forced to change vocabulary, tone and phraseology.

Surprisingly this is not a bad development in spite of the fact that it has torpedoed long term control messages that have proven effective time after time. Though it is giving fits to firms that have lived off or over-relied on proven control messages to drive their businesses on autopilot.

The loss of “FREE”, “Act now”, “Try it today” and “Don’t Delay” is forcing direct marketers to use a conversational tone, a more personalized appeal and a more relevant messages, all of which have a reasonable chance to resonate with target audiences. To some extent, without these verbal crutches, copywriters have to work harder to get into the hearts and minds of those they hope to persuade. But this forced innovation is a blessing in disguise since getting through the Spam filters is the only realistic chance DMers have at maintaining predictable response rates.

In the cat-and-mouse game of e-mail deliverability, copy is just one factor. Yet if you can finesse the technical issues, copy is the most potent tool to generate awareness, interest and response. A forced revolution in phraseology can’t possibly be bad.

In fact loosing those effective, yet shop-worm terms and copy lines could save e-mail. Losing the phrases that prompt stored audio memories of cheesy announcers saying “Act Now Supplies are Limited” or Try it today and Save” can only give marketers increased credibility in a very skeptical, fragmented, attention-poor and filtered marketplace.


Blogger Grace said...

that's awesome, perhaps they will have to hire more writers that have new and more unique views

3:32 PM  
Blogger vente said...

Nice blog. Have you seen your google rating? BlogFlux It's Free and you can add a Little Script to your site that will tell everyone your ranking. I think yours was a 3. I guess you'll have to check it out.

Computer News
Google plans instant-messaging system, report says

Google Inc. is set to introduce its own instant messaging system, the Los Angeles Times reported on Tuesday, marking the expansion by the Web search leader into text and also voice communications.

Citing unnamed sources "familiar with the service," the Los Angeles Times said that Google's Instant Messaging program would be called Google Talk and could be launched as early as Wednesday.

Google Talk goes beyond text-based instant messaging using a computer keyboard to let users hold voice conversations with other computer users, the newspaper quoted a source as saying.

A Google spokeswoman declined to comment on the company's product plans.

If confirmed, the combined computer text and voice-calling service would put Google in competition with a similar service pioneered by Skype, which has attracted tens of millions of users, especially in Europe, to its own service.

Separately, independent journalist Om Malik on his blog at pointed to technical clues that suggest Google is preparing to run an instant messaging service based on an open-source system known as Jabber.

Jabber technology would allow Google instant message users to connect with established IM systems that also work with Jabber, including America Online's ICQ and Apple Computer Inc.'s iChat, Malik said.

"This is the worst possible news for someone like Skype, because now they will be up against not two but three giants who want to offer a pale-version of Skype," he wrote.

Earlier this week, Google said it was branching out beyond pure search to help users manage e-mail, instant messages, news headlines and music. It introduced a new service called the Google Sidebar, a stand-alone software program that sits on a user's desktop and provides "live" information updates.

Over the past year or so, the company has expanded into e-mail, online maps, personalized news and more.

The product push comes as rivals Yahoo Inc., Microsoft Corp. and Time Warner Inc.'s AOL are all pushing to upgrade existing instant messaging systems and expand into new Internet phone-calling services.

Google's moves take it beyond its roots in Web search and closer to becoming a broad-based Internet media company.

With instant messaging, Google would be breaking into a market in which its major competitors boast tens of millions of subscribers to their established instant messaging services.

America Online, with its AIM and ICQ brands, counts more than 40 million IM users in the United States alone. Yahoo has around 20 million and Microsoft's MSN Messenger numbers some 14 million users, according to recent comScore Media Metrix data.

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4:17 PM  

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