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Getting the Content Right: Effective Messaging Over Email was presented at SES San Fransisco. It covers understanding your audience, setting your brand and working on headlines and messaging. It ...

Getting the Content Right: Effective Messaging Over Email was presented at SES San Fransisco. It covers understanding your audience, setting your brand and working on headlines and messaging. It includes real examples of good and bad email marketing.

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    Getting the content right Getting the content right Presentation Transcript

    • Getting the Content RightConstructing Effective Messaging OverEmailPhillip ThuneTextbroker InternationalCEO-Americas(speaker logo)San Francisco| August 13–17
    • San Francisco | August 13–17, 2012 | #sessfKeys to Great Email Content • Audience • Attitude • Goals • Subject Line • Message Body @textbroker
    • San Francisco | August 13–17, 2012 | #sessf Help Your Readers Help ThemselvesDefining and Understanding Your Audience @textbroker
    • San Francisco | August 13–17, 2012 | #sessfWho is your audience?-Check demographics, locations (Analytics)-Understand motivation for opening, clickingand buying-Look for social signals (Likes, re-tweets)-What are their needs?Tailor your goals and your message to youraudience. @textbroker
    • San Francisco | August 13–17, 2012 | #sessf Attitude:How Will You Help? @textbroker
    • San Francisco | August 13–17, 2012 | #sessfDefine Your Attitude Through Your Content @textbroker
    • San Francisco | August 13–17, 2012 | #sessfTopics and Presentation Create Your Attitude @textbroker
    • San Francisco | August 13–17, 2012 | #sessf Questions To Create Your Attitude1. What attitude do you want? Serious, informative, funny, snarky, critical, happy, salesy?2. Do your communications come from a personal perspective (“we”) or are they third-person (“the company”)?3. Is there anything to avoid in terms of terminology or subjects? @textbroker
    • San Francisco | August 13–17, 2012 | #sessf GoalsettingWhat should the email do? • Share knowledge and build authority? • Promote a specific product or event? • Notify subscribers of system changes? @textbroker
    • San Francisco | August 13–17, 2012 | #sessf Subject Line“Tell „em what you‟re going to tell them. Then tell them. Then tell themwhat you just told „em” (accredited to CBS‟s Paul White)• Make the subject line clear and compelling.• Remember your goals • Call to action when appropriate • Urgency when appropriate • Consistency for newslettersCopyblogger recommends the Four “U” Approach to headline writing:• Useful: Is the promised message valuable to the reader?• Ultra-specific: Does the reader know what‟s being promised?• Unique: Is the promised message compelling and remarkable?• Urgent: Does the reader feel the need to read now? @textbroker
    • San Francisco | August 13–17, 2012 | #sessf Subject LineSES does a great job with headlines:Preview the SES San Francisco Speaker Lineup (Sent June 20)• Useful/Ultra-specific: Speakers are the highlight of the conference• Unique: Previews feel exclusiveSES San Francisco - Early Bird Expires Friday, July 13 (Sent July 10)• Useful/Urgent: discounts and savings with expiration date• Ultra-specific/Unique: early bird savingsOnly One Week Left until SES San Francisco (Sent August 6)• Urgent: Timeliness adds pressure to read @textbroker
    • San Francisco | August 13–17, 2012 | #sessf Message Body Answer this question in your message.Your subject line is a promise. The message body fulfills that promise. @textbroker
    • San Francisco | August 13–17, 2012 | #sessf Turning The KeysSo you know who your audience is, how to present yourself tothem, and how to get them to open the email.Now what?How do you keep them reading?Craft your message based on your audience’s needs and likes.Identify the specific need that your audience has and how youcan fill it. Use what your audience responds to and talks aboutto keep them reading. Offer meaty information, like the casestudies coming up, to illustrate your point. Reflect your goal inyour closing statements. Give them the beef! @textbroker
    • San Francisco | August 13–17, 2012 | #sessf Case Study – Convention Registration EmailSubject: A 360 degree perspective of business intelligence, networking and Internet Marketing!Phillip, please stop and read this email.I would like to personally request your attendance at the 2012 [Conference] taking place [date] in [city].We have spent the greater part of the last year putting together a world-class event that is centered on content, thelatest business intelligence and revenue-generating networking -- all for the benefit of our attendees and theircompanies.Following last years event featuring Facebook, Google, Salesforce.com, and other technology leaders, this year weare expanding our program to include breakout sessions, main stage keynote presentations, an exhibitor showcasefeaturing over 100 sponsoring companies and the [award event] to honor your achievements.The [awards program] are a powerful way for you to share with your peers and industry experts the innovative Internetmarketing programs youve built this past year, and a chance to garner prestigious recognition for your work. Go to[link] to see the categories. Deadline for entries is [date].Also, we have negotiated special hotel rates starting at $109 at CityCenter resort. Plus, as a conference attendee,your food and beverage will be included for 3 days.This years experience will have a few entertainment surprises coordinated by our partners at Cirque du Soleil andMGM [date]Please call or email [contact] or myself with any questions. Phillip, I appreciate your support and attendance! @textbroker
    • San Francisco | August 13–17, 2012 | #sessf Subject Line IssuesSubject: A 360 degree perspective of business intelligence,networking and Internet Marketing!Jargon, jargon everywhere! Why is this important for thereader? What‟s the promise?Did the subject line work? • Would you have opened the e-mail? • Did the contents match what you would have expected from the subject line? • Was it unique, urgent, ultra-specific and useful? @textbroker
    • San Francisco | August 13–17, 2012 | #sessf Goalsetting Issues• What was the goal of the e-mail? – Where did you first see the goal of the e-mail? – Not the subject line. – Not the opening. – Three lines in – Personal invitation to the event. – Is there a call to action anywhere? – Would you have signed up?• Goals should be reflected in your subject line and throughout your content.• Use common terms and a call to action where necessary. @textbroker
    • San Francisco | August 13–17, 2012 | #sessf Content IssuesFollowing last years event featuring Facebook, Google, Salesforce.com, and other technologyleaders, this year we are expanding our program to include breakout sessions, main stagekeynote presentations, an exhibitor showcase featuring over 100 sponsoring companies and the[award event] to honor your achievements.Where‟s the beef? Last year had major speakers. Give us a few marqueenames for this year.The [awards program] are a powerful way for you to share with your peers andindustry experts the innovative Internet marketing programs youve built this pastyear, and a chance to garner prestigious recognition for your work. Go to [link] to seethe categories. Deadline for entries is [date].Also, we have negotiated special hotel rates starting at $109 at CityCenter resort.Plus, as a conference attendee, your food and beverage will be included for 3 days.Package benefits in the headline to generate interest.So where‟s the 360 perspective from the headline?What was the promise and was it fulfilled? @textbroker
    • San Francisco | August 13–17, 2012 | #sessf Missing Your Audience• Who is the audience? Were they addressed from their needs and wants? – Started with “please read me,” then “we worked so hard,” followed by “last year we had big-name speakers.” (me, me, me) – Where’s the beef? Halfway through, there’s a mention of speakers and why you should come. This is too little information too late. – It’s not about how hard you worked. It’s not about how great your product is. It’s about the value for the reader and how it can help them. – If a reader doesn’t immediately see a benefit or interesting item, they will close or delete the e-mail without taking action. Structure your content around your reader to keep their interest and show them the beef. @textbroker
    • San Francisco | August 13–17, 2012 | #sessf Weak Branding/Attitude• What brand position did the sender take? Did it present the organization in a positive, compelling light? • The first line begs you to read out of the goodness of your heart – no effort was made to pique your interest or present a good reason to continue reading. How does this position the brand and the event? • How much was said about the conference and the benefits? Does this show that the organizer has a strong program? • Use your brand attitude to shape your content. Ask yourself if the current messaging reflects your brand before sending. @textbroker
    • San Francisco | August 13–17, 2012 | #sessf Second Convention Registration EmailSubject: Dont miss [company]s third annual [Conference] Clear subject Sweeten the dealSpecial Discount for [Organization] Members! Use promotional code: XYZ immediately + call to actionReserve your space now for two of the most important days of your career.[date] Creates urgency[venue | location] and necessitySpeakers Include:[speaker 1] [speaker 2] [speaker 3] [speaker 4] Now there‟s theZuffa, LLC Americas Test Kitchen Amplidata NASA - Johnson Space Center beef![Company]s third annual [Conference] brings you an intensive series of seminars, workshops and case studies,all presented by industry professionals representing the very best in:• Grand total of 6 bullet points• Topics to be addressed More beef!• At the conferenceGive us two days - well give you the knowledge you need to work more effectively and jumpstart your career.And if you register before [date], youll save $200! Clear value propositionRegister Now! Awards at the end as a bonus.[Awards program]Theres still time to submit your work for the 3rd Annual [Awards program]- entries closeAugust 17! Click here for more information. @textbroker
    • San Francisco | August 13–17, 2012 | #sessf What Went Right?• Clear subject line with company information. – You want your name and company to encourage people to open your e- mails.• Clear goal from subject line through closing – Multiple sales techniques used to close the deal• Audience-focused – Presented what’s most important to the audience – speakers and topics – immediately and clearly. – Addressed time and monetary concerns.• Branding – Tone and structure of the message contributed to active, committed branding @textbroker
    • San Francisco | August 13–17, 2012 | #sessf Outsourcing Your ContentFreelancers Bidding Sites Writing Sites + High quality + Wide variety of quality with + Set quality for set prices + Personal attention minimal filters + Options to work directly with - High price + Wide variety of prices writers for a set price - Long negotiations - Long negotiations + Quick turnaround - No backups - Sort through multiple offers + Simple approval process - Unclear timelines - Can‟t talk to writer beforehand
    • San Francisco | August 13–17, 2012 | #sessf Using a Writing Service• Set length and the general quality• Give your titles and instructions The more information you give in your instructions, the better the author can complete the assignment. With a strong title and clear instructions, any author should be able to write the post.• Instead of choosing from a pile of submissions, you simply say yes or no.
    • San Francisco | August 13–17, 2012 | #sessf Conclusions• Understand as much as possible about your audience• Keep your attitude consistent• Set goals for each e-mail• Subject lines are a promise• Center your content on your audience• Your message fulfills the promise of your subject line• Writing sites keep the process efficient and affordable Target The Message To Your Audience