Making	
  Your	
  Voice	
  Heard:	
  
How	
  to	
  Write	
  Marke5ng	
  Copy	
  that	
  Sells	
  	
  

                   ...
Name	
  something	
  you’ve	
  
recently	
  bought	
  that	
  you	
  
        really	
  love.	
  

     Why do you love it?
I	
  love	
  my	
  camera!	
  
What	
  do	
  I	
  love	
  about	
  my	
  camera?	
  
• Fits	
  in	
  my	
  pocket.	
  	
  

• I	
  can	
  take	
  great	
...
Lumix Panasonic with mega
OIS image stabilizer.
Another	
  approach…Nikon	
  D40	
  
Nikon:	
  Real	
  people,	
  real	
  words.	
  
•  Benefit:	
  Simple	
  to	
  use.	
  
•  Proof:	
  Large	
  sample	
  aud...
Outcome/Results	
  
•  Nikon	
  became	
  the	
  brand	
  most	
  likely	
  to	
  
   purchase.	
  
•  Changed	
  percepPo...
People don’t read ads.

       They read what
       interests them
        and sometimes
      that happens to
          ...
It’s	
  easy	
  to	
  market	
  when	
  this	
  is	
  your	
  
                       product.	
  
That’s	
  great.	
  	
  
But	
  I’m	
  selling	
  
 membership,	
  
conferences	
  or	
  
  advocacy!	
  
Your	
  challenges…	
  
• Being	
  heard.	
  Gefng	
  my	
  message	
  
  read.	
  
• Numerous	
  audiences	
  –	
  creaPn...
What	
  do	
  you	
  
hope	
  to	
  learn	
  
   today?	
  
MarkePng	
  is	
  about	
  3	
  things…	
  
1.  Unique	
  value	
  to	
  the	
  audience.	
  

2.  IdenPfying	
  the	
  mo...
To sell anything you must know
         everything you can about…
•  Who	
  you	
  are	
  selling	
  to.	
  
•  What	
  yo...
It	
  all	
  starts	
  with	
  
  understanding	
  your	
  
prospects	
  and	
  what	
  you	
  
       are	
  offering.	
  
Do	
  you	
  know?	
  
•  How	
  prospects	
  find	
  you?	
  

•  Why	
  do	
  they	
  join,	
  register	
  or	
  purchase...
Don’t	
  know…ask!	
  




www.wordle.net	
  
4	
  out	
  of	
  5	
  Online	
  Adults	
  Now	
  
Par5cipate	
  in	
  a	
  Social	
  Network         	
  




Source: 200...
How	
  omen	
  do	
  you	
  parPcipate	
  in	
  the	
  following	
  acPviPes?	
  

                                       ...
How	
  much	
  do	
  you	
  trust	
  informaPon	
  from	
  the	
  following	
  sources?	
  


                            ...
High	
  Response	
  Rates,	
  Increase	
  ROI	
  

     Very	
  AcPve,	
  Low	
  Trust	
                          Very	
  ...
How	
  well	
  do	
  you	
  
 know	
  what	
  you	
  
are	
  trying	
  to	
  sell?	
  
Asset	
  Audit,	
  
Benefit	
  Analysis	
  +	
  
 MarkePng	
  Brief	
  	
  
How	
  well	
  do	
  you	
  
  know	
  your	
  
 compePPon?	
  
How	
  do	
  you	
  compare?	
  
What	
  do	
  prospects	
  see	
  when	
  they	
  look	
  at	
  other	
  
organizaPons?	
...
20	
  Ways	
  to	
  
Improve	
  Response	
  
       Rates	
  
Know	
  the	
  triggers	
  

          95%	
  of	
  the	
  reasons	
  a	
  
         prospect	
  buys	
  involve	
  a	
  
...
1.	
  Proof	
  of	
  Value	
  
Should	
  I	
  spend	
  $1000	
  for	
  
           a	
  laptop?	
  
Price:	
  $3,848.00	
  	
  	
  	
  Ouch!	
  
Price:	
  $989.00	
  	
  	
  	
  Yes!	
  
Proof	
  of	
  Value	
  
All	
  the	
  features	
  I	
  need	
  in	
  
               a	
  laptop.	
  	
  
        $3,848+...
1.	
  Proof	
  of	
  value	
  
Show	
  two	
  pricing	
  opPons,	
  one	
  
being	
  considerably	
  more	
  expensive.	
 ...
2.	
  Tone	
  
 What	
  is	
  the	
  nature	
  of	
  what	
  you	
  are	
  
 selling?	
  Is	
  it	
  Serious?	
  Fun?	
  L...
3.	
  EmoPon	
  

  What	
  emoPonal	
  needs	
  will	
  your	
  
  product	
  solve?	
  
  •  Staying	
  afloat	
  during	...
4.	
  Address	
  objecPons	
  

  If	
  cost	
  is	
  an	
  issue,	
  talk	
  about	
  it.	
  	
  
  •  Membership	
  is	
...
MarkePngProfs	
  Conference	
  
What	
  you	
  get	
  with	
  the	
  cost	
  of	
  registraPon:	
  
1.  Free	
  copy	
  of...
5.	
  Involvement	
  &	
  Ownership	
  
A	
  good	
  involvement	
  device	
  in	
  
direct	
  response	
  adverPsing	
  has	
  
doubled	
  and	
  even	
  tripled...
6.	
  Storytelling	
  


  A	
  good	
  story	
  should	
  capture	
  a	
  
  person’s	
  aoenPon,	
  relate	
  the	
  
  ...
Actual	
  Copy	
  
 WSAE	
  holds	
  eight	
  1/2	
  day	
  educaPonal	
  
programs	
  each	
  year	
  presenPng	
  some	
...
Another	
  way	
  to	
  say	
  it:	
  

                     WSAE	
  offers	
  
                     educaPonal	
  
       ...
7.	
  Authority	
  and	
  Credibility	
  
8.	
  Logic	
  
 In	
  today’s	
  economy,	
  people	
  need	
  to	
  jusPfy	
  the	
  
 purchase	
  –	
  membership,	
  a...
EmoPon:	
  BMW.	
  The	
  UlPmate	
  Driving	
  Machine!	
  

Logic:	
  UlPmate	
  efficiency.	
  Well	
  equipped.	
  No-­‐...
9.	
  SaPsfacPon	
  Guarantee	
  
                     UncondiPonal,	
  no-­‐hassle,	
  money	
  back	
  
                ...
10.	
  Sense	
  of	
  Urgency	
  
•  Introductory	
  price/offer	
  
•  Limited	
  quanPty	
  –	
  only	
  the	
  first	
  2...
11.	
  Exclusivity	
  
•  Create	
  a	
  sense	
  of	
  
   exclusivity	
  by	
  sefng	
  
   limitaPons	
  on	
  who	
  c...
12.	
  KISS	
  –	
  Keep	
  it	
  Stupid	
  and	
  Simple	
  

Make	
  it	
  so	
  easy	
  to	
  register,	
  
join	
  or	...
13.	
  Be	
  Specific	
  

    “Top	
  rated	
  educaPonal	
  program”	
  	
  
                              or	
  
“95%	
 ...
14.	
  Create	
  a	
  Must-­‐Read	
  Headline	
  

    The	
  enPre	
  purpose	
  of	
  
    the	
  headline/subject	
  
 ...
To	
  build	
  a	
  fan	
  base,	
  pick	
  a	
  fight	
  
15.	
  Use	
  the	
  words	
  “How	
  to”	
  
Old	
  Headlines	
  (Actual	
  Ptles)	
  
•  CopywriPng	
  101	
  
•  TacPcs...
16.	
  Use	
  a	
  number	
  in	
  your	
  copy	
  

 The	
  numbers	
  5	
  and	
  0	
  feel	
  manufactured.	
  
 When	
...
17.	
  Cut	
  your	
  copy	
  in	
  half!	
  
     Use	
  short	
  simple	
  sentences.	
  Avoid	
  
     complex	
  jargo...
18.	
  Use	
  Curiosity	
  to	
  Get	
  Them	
  Interested	
  
   Program:	
  Physicians	
  and	
  health	
  care	
  refor...
19.	
  Be	
  AuthenPc.	
  
Show	
  your	
  personality.	
  


Don’t	
  filter	
  their	
  comments.	
  
Aoribute	
  comment...
20.	
  Avoid	
  Clichés	
  
Clichés	
  are	
  trite	
  and	
  overused	
  expressions.	
  
They	
  will	
  make	
  your	
 ...
MarkePng	
  with	
  	
  
 Direct	
  Mail.	
  
6	
  Ways	
  to	
  Get	
  People	
  to	
  Act	
  Now	
  

  1)  End	
  your	
  price	
  with	
  a	
  7	
  or	
  a	
  9.	
 ...
6	
  Ways	
  to	
  Get	
  People	
  to	
  Act	
  Now	
  

  2)	
  	
   	
  Leave	
  out	
  the	
  brochure!	
  

  •  Chan...
6	
  Ways	
  to	
  Get	
  People	
  to	
  Act	
  Now	
  

  3)	
  	
  End	
  your	
  copy	
  with	
  a	
  quesPon	
  peopl...
6	
  Ways	
  to	
  Get	
  People	
  to	
  Act	
  Now	
  

  4)	
  Design	
  the	
  brochure	
  so	
  that	
  it	
  can	
  ...
6	
  Ways	
  to	
  Get	
  People	
  to	
  Act	
  Now	
  

  5)	
  Offer	
  installments	
  to	
  lower	
  the	
  
  perceiv...
6	
  Ways	
  to	
  Get	
  People	
  to	
  Act	
  Now	
  

 6)	
  Keep	
  your	
  envelope	
  blank	
  

 An	
  envelope	
 ...
MarkePng	
  in	
  the	
  
age	
  of	
  Web	
  2.0.	
  
6	
  Ways	
  to	
  Ensure	
  They	
  Open	
  Your	
  Email	
  
1)  Use	
  the	
  “from”	
  line	
  to	
  brand	
  your	
  ...
One	
  final	
  thought…	
  
d up  your
If we mixe        teral
             colla
      eting her
 mark      anot
     with       would
   assoc iatio...
Q	
  &	
  A	
  
Do	
  you	
  sPll	
  have	
  quesPons?	
  	
  
Contact	
  me.	
  

Sheri	
  Jacobs,	
  CAE,	
  President	
...
Great Ideas 2010 Presentation Sheri Jacobs
Great Ideas 2010 Presentation Sheri Jacobs
Great Ideas 2010 Presentation Sheri Jacobs
Great Ideas 2010 Presentation Sheri Jacobs
Great Ideas 2010 Presentation Sheri Jacobs
Great Ideas 2010 Presentation Sheri Jacobs
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Great Ideas 2010 Presentation Sheri Jacobs

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Presentation by Sheri Jacobs, CAE at the 2010 Great Ideas Conference in Colorado Springs, CO

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Transcript of "Great Ideas 2010 Presentation Sheri Jacobs"

  1. 1. Making  Your  Voice  Heard:   How  to  Write  Marke5ng  Copy  that  Sells     Presented  by   Sheri  Jacobs,  CAE   President  +  Chief  Strategist   Avenue  M  Group,  LLC   ASAE  &  The  Center   Great  Ideas  Conference  2010   March  8,  2010  
  2. 2. Name  something  you’ve   recently  bought  that  you   really  love.   Why do you love it?
  3. 3. I  love  my  camera!  
  4. 4. What  do  I  love  about  my  camera?   • Fits  in  my  pocket.     • I  can  take  great  pictures  from   anywhere.   • It  is  so  easy  to  use;  I  actually  appear   in  pictures  from  family  vacaPons.  
  5. 5. Lumix Panasonic with mega OIS image stabilizer.
  6. 6. Another  approach…Nikon  D40  
  7. 7. Nikon:  Real  people,  real  words.   •  Benefit:  Simple  to  use.   •  Proof:  Large  sample  audience  (200   residents).   •  Technology:  Nikon  used  a  microsite  called   Picturetown.   •  People:  Seven  stories  of  people’s  lives  and   experiences  with  examples.  
  8. 8. Outcome/Results   •  Nikon  became  the  brand  most  likely  to   purchase.   •  Changed  percepPon  from  'for  professionals   only'  to  'easy  to  use'  cameras  'for   everyone.’   •  Web  site  engaged  visitors  with  9.5  million   pictures  viewed.   •  Increased  market  share  by  30%.  
  9. 9. People don’t read ads. They read what interests them and sometimes that happens to be an ad.
  10. 10. It’s  easy  to  market  when  this  is  your   product.  
  11. 11. That’s  great.     But  I’m  selling   membership,   conferences  or   advocacy!  
  12. 12. Your  challenges…   • Being  heard.  Gefng  my  message   read.   • Numerous  audiences  –  creaPng  a   segmentaPon  strategy   • Reaching  new  audience  segments   • What  else?  
  13. 13. What  do  you   hope  to  learn   today?  
  14. 14. MarkePng  is  about  3  things…   1.  Unique  value  to  the  audience.   2.  IdenPfying  the  most  trusted  sources/ channels.   3.  The  right  words  to  connect  with   customers.  
  15. 15. To sell anything you must know everything you can about… •  Who  you  are  selling  to.   •  What  you  are  selling.   •  Your  compePPon.   •  The  best  channels  to  reach  your  customers.   •  What  moPvates  your  customers.  
  16. 16. It  all  starts  with   understanding  your   prospects  and  what  you   are  offering.  
  17. 17. Do  you  know?   •  How  prospects  find  you?   •  Why  do  they  join,  register  or  purchase?   •  What  other  organizaPons  they  belong  to?   •  What  they  need  based  on  their  size,  locaPon,   business  or  other  factors?   •  What  is  keeping  them  up  at  night?  
  18. 18. Don’t  know…ask!   www.wordle.net  
  19. 19. 4  out  of  5  Online  Adults  Now   Par5cipate  in  a  Social  Network   Source: 2009 Razorfish Brand Experience Report
  20. 20. How  omen  do  you  parPcipate  in  the  following  acPviPes?   More than Less than once Not at all once a month a month I visit social networking sites (Facebook or LinkedIn) ✔ I update my pro le on social networking sites ✔ I read customer reviews on Amazon ✔ I post reviews on Amazon ✔! I read blogs ✔! I post comments on blogs ✔! I use Twitter ✔ I follow others on Twitter ✔ I use a wiki to research a topic ✔ I watch videos on YouTube ✔! I visit the Association Web site ✔
  21. 21. How  much  do  you  trust  informaPon  from  the  following  sources?   1 = Low Trust 2 = Some Trust 3 = High Trust Information posted on a listserv ✔ Email from a friend ✔ Email from an association ✔! Online article from the association’s publication ✔! Online advertisement, banner ✔! Information on a blog ✔! Information found on Wiki ✔! Reviews posted by someone you know ✔! Reviews posted by an unknown source ✔ Information on Facebook ✔! Information on an Association Web site ✔!
  22. 22. High  Response  Rates,  Increase  ROI   Very  AcPve,  Low  Trust   Very  AcPve,  High  Trust   •   AssociaPon  Web  site   •   Blogs   •   Online  forums   •   Banner  Ads   •   Email  from  a  friend   •   Wiki   •   Twioer   •   Program/Product  Reviews   Not  AcPve,  Low  Trust   Not  AcPve,  High  Trust  
  23. 23. How  well  do  you   know  what  you   are  trying  to  sell?  
  24. 24. Asset  Audit,   Benefit  Analysis  +   MarkePng  Brief    
  25. 25. How  well  do  you   know  your   compePPon?  
  26. 26. How  do  you  compare?   What  do  prospects  see  when  they  look  at  other   organizaPons?   •  MarkePng  and  promoPons   •  Product  line   •  Brand  strength  and  recogniPon   •  Strengths  and  weaknesses  (resources,  staff   size)  
  27. 27. 20  Ways  to   Improve  Response   Rates  
  28. 28. Know  the  triggers   95%  of  the  reasons  a   prospect  buys  involve  a   subconscious  decision!   Source:  Triggers  by  Joe  Sugarman  
  29. 29. 1.  Proof  of  Value   Should  I  spend  $1000  for   a  laptop?  
  30. 30. Price:  $3,848.00        Ouch!  
  31. 31. Price:  $989.00        Yes!  
  32. 32. Proof  of  Value   All  the  features  I  need  in   a  laptop.     $3,848+  vs.  $989  
  33. 33. 1.  Proof  of  value   Show  two  pricing  opPons,  one   being  considerably  more  expensive.     •  Premium  membership  and  regular   membership   •  Your  organizaPon  vs.  compePtor   •  Regular  fee  vs.  special  offer  fee  
  34. 34. 2.  Tone   What  is  the  nature  of  what  you  are   selling?  Is  it  Serious?  Fun?  Luxurious?   Inexpensive?     •     Free,  freebies   •     Exclusive,  InvitaPon  only   •     PresPgious   •     Serious    
  35. 35. 3.  EmoPon   What  emoPonal  needs  will  your   product  solve?   •  Staying  afloat  during  the  recession   •  SorPng  through  an  avalanche  of  informaPon   •  Budget  constraints  –  no  money  to  travel  and   aoend  conferences  
  36. 36. 4.  Address  objecPons   If  cost  is  an  issue,  talk  about  it.     •  Membership  is  less  than  $2/day   •  Offer  freebies  to  offset  the  cost  to  aoend  a   meePng   If  lack  of  Pme  is  a  concern…   •  Tell  how  aoendees  can  stay  connected  at  the   conference  
  37. 37. MarkePngProfs  Conference   What  you  get  with  the  cost  of  registraPon:   1.  Free  copy  of  B2B  Marke)ng  in  2009:  Trends  in   Strategies  and  Spending     2.  A  free  Premium  Plus  membership  for  Basic  and   Non-­‐members.     3.  Free  one-­‐to-­‐one  expert  advice   4.  Free  ongoing  private  (exclusive)  networking  with   fellow  aoendees  on  Facebook,  LinkedIn  and   Twioer.   5.  Free  meals  throughout  the  enPre  conference    
  38. 38. 5.  Involvement  &  Ownership  
  39. 39. A  good  involvement  device  in   direct  response  adverPsing  has   doubled  and  even  tripled   response  rates.   “Write  down  3  issues  you   want  to  address  when  you   come  back  from  the  the   Great  Ideas  Conference.  
  40. 40. 6.  Storytelling   A  good  story  should  capture  a   person’s  aoenPon,  relate  the   product  or  service  to  the  sales   message,  and  help  you  bond  with   the  prospect.  
  41. 41. Actual  Copy   WSAE  holds  eight  1/2  day  educaPonal   programs  each  year  presenPng  some  of   the  best  naPonal  and  state  speakers   discussing  cufng  edge  soluPons  to  the   challenges  faced  by  associaPon   execuPves.    
  42. 42. Another  way  to  say  it:   WSAE  offers   educaPonal   programs  “that  are   worth  gefng  up  at   5:00  am  and  driving   halfway  across  the   state  to  aoend.”  
  43. 43. 7.  Authority  and  Credibility  
  44. 44. 8.  Logic   In  today’s  economy,  people  need  to  jusPfy  the   purchase  –  membership,  aoendance,   adverPsing,  sponsorships.   Remember  two  main  points  about  logic  as  a   trigger:     (1) You  buy  on  emoPon  and  jusPfy  the  purchase   with  logic   (2) View  logic  as  the  answer  to  the  unspoken   objecPon,  “Why  should  I  buy  this  thing?”  
  45. 45. EmoPon:  BMW.  The  UlPmate  Driving  Machine!   Logic:  UlPmate  efficiency.  Well  equipped.  No-­‐cost   maintenance.  No-­‐cost  BMW  Assist  Safety  Plan.    
  46. 46. 9.  SaPsfacPon  Guarantee   UncondiPonal,  no-­‐hassle,  money  back   guarantee   Membership:  We  will  refund  your   money  if  you  are  not  saPsfied  -­‐  up  unPl   the  very  last  day  of  your  membership   MeePngs:  We  will  refund  your  money   and  let  you  keep  the  course  materials   if  you  are  not  completely  saPsfied.   What  type  of  guarantee  could  you  offer?  
  47. 47. 10.  Sense  of  Urgency   •  Introductory  price/offer   •  Limited  quanPty  –  only  the  first  20  people   who  register  will  receive  a  free  white  paper   •  Pricing  based  on  number  of  seats  sold   •  First  10  seats  sell  for  $49   •  Second  10  sell  seats  for  $99   •  Third  10  seats  sell  for  $149  
  48. 48. 11.  Exclusivity   •  Create  a  sense  of   exclusivity  by  sefng   limitaPons  on  who  can   buy,  join  or  register.   •  Offer  other  exclusive     products  to  prospects   have  parPcipated,  joined   or  aoended  a  session.  
  49. 49. 12.  KISS  –  Keep  it  Stupid  and  Simple   Make  it  so  easy  to  register,   join  or  buy  that  all  the   customer  needs  to  do  is   click  or  sign  on  the  dooed   line.   Unless  you  are  going  for   exclusivity!  
  50. 50. 13.  Be  Specific   “Top  rated  educaPonal  program”     or   “95%  of  past  aoendees  of  the  Great  Ideas   Conference  rate  this  meePng  as  one  of  the   most  important  moves  in  advancing  their   career.”  
  51. 51. 14.  Create  a  Must-­‐Read  Headline   The  enPre  purpose  of   the  headline/subject   line  is  to  get  the   prospect  to  read  the   next  line .  
  52. 52. To  build  a  fan  base,  pick  a  fight  
  53. 53. 15.  Use  the  words  “How  to”   Old  Headlines  (Actual  Ptles)   •  CopywriPng  101   •  TacPcs  for  Avoiding  RehospitalizaPons   •  ExcepPonal  Customer  Service  Builds  Business   Revised  Headlines   •  How  to  Write  MarkePng  Copy  That  Sells   •  How  to  Avoid  Losing  PaPents  to  Other  Hospitals   •  How  to  Grow  Your  Business  and  Keep  Clients  happy   Amer  the  Sale  
  54. 54. 16.  Use  a  number  in  your  copy   The  numbers  5  and  0  feel  manufactured.   When  you  use  a  number  such  as  6,  7  or  9  it   feels  more  real.   11  Steps  to  a  Successful  Virtual  Conference   or   10  Steps  to  a  Successful  Virtual  Conference  
  55. 55. 17.  Cut  your  copy  in  half!   Use  short  simple  sentences.  Avoid   complex  jargon.   Provided  that  -­‐  -­‐  If   In  order  to  -­‐  -­‐  To   The  majority  of  -­‐  -­‐  Most   Accordingly  -­‐  -­‐  So   Facilitate  -­‐  -­‐  Help   Frequently  -­‐  -­‐  Omen   Commence  -­‐  -­‐  Start   Nonetheless  -­‐  -­‐  But    
  56. 56. 18.  Use  Curiosity  to  Get  Them  Interested   Program:  Physicians  and  health  care  reform   50%  of  Physicians  Report  Health  Care   Reform  Worsened  CondiPons  for  their   PracPce   In  this  session,  you  will  understand  the  key   implicaPons  of  health  reform  legislaPon  impacPng   OEM  physicians.  The  session  will  cover  health  and   producPvity  strategies,  how  to  market  your  services,   and  the  key  condiPons  that  are  driving  up  cost.  
  57. 57. 19.  Be  AuthenPc.   Show  your  personality.   Don’t  filter  their  comments.   Aoribute  comments  to  their   owners.  
  58. 58. 20.  Avoid  Clichés   Clichés  are  trite  and  overused  expressions.   They  will  make  your  markePng  invisible!   wordle.net  
  59. 59. MarkePng  with     Direct  Mail.  
  60. 60. 6  Ways  to  Get  People  to  Act  Now   1)  End  your  price  with  a  7  or  a  9.   There  is  a  psychological  price  point  –  a  dues   amount  that  ends  with  a  dollar  amount  of  a   “7”  or  “9.”  For  example,  an  acquisiPon  price   of  $139  will  typically  generate  more  revenue   and  members  than  a  price  of  $150.    
  61. 61. 6  Ways  to  Get  People  to  Act  Now   2)      Leave  out  the  brochure!   •  Change  the  process  from  a  “sales   effort”  to  a  personal  communicaPon   •  Test  with  a  brochure  and  without  
  62. 62. 6  Ways  to  Get  People  to  Act  Now   3)    End  your  copy  with  a  quesPon  people  will   always  say  yes  to.   •   Do  you  need  to  stay  up-­‐to-­‐date  on  xyz?   •   Are  you  looking  for  ways  to  cut  costs  yet   sPll  deliver  great  service?  
  63. 63. 6  Ways  to  Get  People  to  Act  Now   4)  Design  the  brochure  so  that  it  can  easily  be   skimmed.  Use  graphics  instead  of  words.   When asked how young professionals (YP) first learned about their How  do  young  professionals   association, 76% of survey first  learn  about  your   respondents selected colleagues and associa5on?   56% selected employers. A significant Colleague  76%   percentage of young professionals also become aware of the association through the organization’s website (70%) and through their academic Website  70%   environment (66%).
  64. 64. 6  Ways  to  Get  People  to  Act  Now   5)  Offer  installments  to  lower  the   perceived  price.   If  your  members  are  resistant  to  paying   $599  to  aoend  your  educaPonal   conference,  try  offering  it  for  three   installments  of  $199    
  65. 65. 6  Ways  to  Get  People  to  Act  Now   6)  Keep  your  envelope  blank   An  envelope  with  no  wriPng  has   to  be  opened  to  see  what’s   inside.    
  66. 66. MarkePng  in  the   age  of  Web  2.0.  
  67. 67. 6  Ways  to  Ensure  They  Open  Your  Email   1)  Use  the  “from”  line  to  brand  your  email.   2)  Send  it  on  a  Tuesday  or  Thursday.     3)  Focus  on  what  is  seen  in  the  preview  pane.   4)  Make  sure  your  email  is  readable  when  the  pictures  aren’t   downloaded.   5)  Use  bullets  and  keep  your  copy  short.  No  long  paragraphs.   6)  Test  one  variable  at  a  Pme  such  as  day,  offer,  copy.  
  68. 68. One  final  thought…  
  69. 69. d up your If we mixe teral colla eting her mark anot with would assoc iation ne no tice? anyo
  70. 70. Q  &  A   Do  you  sPll  have  quesPons?     Contact  me.   Sheri  Jacobs,  CAE,  President  +  Chief  Strategist   Avenue  M  Group,  LLC   jacobs@avenuemgroup.com   T.    847.849.3396  
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