99 ideas powerful marketing that sells nahb

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99 ideas powerful marketing that sells nahb

  1. 1. 99  Ideas:     Powerful  Marke2ng  Tac2cs  That  Sell   Presented  by   Sheri  Jacobs,  CAE   President  +  Chief  Strategist   Avenue  M  Group,  LLC   Na2onal  Associa2on  of  Home  Builders   2010  Execu2ves  Officers  Council  Seminar  
  2. 2. People don’t read ads. They read what interests them and sometimes that happens to be an ad.
  3. 3. Connect  the   dots  with     " " four  straight   lines  without     " " liPing  the     " " pen  from  the   paper.  
  4. 4. 99  Ways  to  Improve   Response  Rates  Through   Powerful  Marke2ng   Copy  
  5. 5. Know  everything  you  can  about… 1.  What  you  are  selling.   2.  Who  you  are  selling  to.   3.  Your  compe22on   4.  The  factors  that  influence  a   decision.   5.  How  you  want  them  to  act.  
  6. 6. Know  everything   you  can  about   WHAT  you  are   selling.  
  7. 7. 1.  Know  what  you  are  selling. Conduct  an  Asset  Audit   Associations Now Annual Conference (Print) Audience(s) Served All CEOs, Senior Staff Referral rating 10 2 (10=high) Uses technology to No Yes deliver Tangible or Yes Yes measurable Costs less than $500 Yes No
  8. 8. 2.  Iden2fy  at  least  one  thing  different •  Reputa2on   •  Depth  +  breadth  of  offerings   •  Network  connec2ons   •  Price/value   •  24/7  access  to  informa2on  
  9. 9. 3.  Interview  the  product  manager •  What  are  the  objec2ves?   •  Who  is  the  audience?   •  What  interes2ng  facts  or  stories  may   be  relevant  to  what  you  are  trying  to   sell?  
  10. 10. Know  everything   you  can  about  WHO   you  are  selling  to.  
  11. 11. Know  everything  you  can  about  WHO 4.  Review  customer  service  inquiries   5.  Conduct  a  member  needs   assessment.   6.  Ask  new  members  within  30  days   why  they  joined.   7.  Create  a  social  media  profile  of  your   members.  
  12. 12. Know  everything  you  can  about  WHO 8.  Iden2fy  your  top  influencers   9.  Create  ways  for  members  to   generate  buzz   10. Create  an  internal  social  media   listening  group.  
  13. 13. Know  everything   you  can  about  your   COMPETITION.  
  14. 14. 11.  Iden2fy  +  track  your  compe2tors.
  15. 15. 12.  Put  yourself  in  your  members’  shoes
  16. 16. Know  everything   you  can  about  what   MOTIVATES  people   to  buy.  
  17. 17. 13.  Show  proof  of  value   Don’t  lower  the  price,  add  more  value.    
  18. 18. 14.  Take  away  the  risk  in  a  BIG  way.   •  Offer  a  FREE  1-­‐year  trial.   •  Guarantee  sa2sfac2on     for  365  days.   •  Ask  for  no  money  down   when  you  take  an     applica2on  or  registra2on.  
  19. 19. 15.  Tap  into  the  emo2onal  needs.   What  emo2onal  needs  will  your   product  solve?   •  Staying  afloat  during  the  recession   •  Providing  a  work/life  balance   •  Sor2ng  through  an  avalanche  of  informa2on   •  Budget  constraints  –  no  money  to  travel  and  alend   conferences  
  20. 20. 16.  Address  objec2ons   Too  expensive?   •  Membership  is  less  than  $2/day   •  Offer  LOTS  of  freebies  to  offset  the  cost  to   alend  a  mee2ng.   Lack  of  2me?   •  Tell  how  alendees  can  stay  connected  at  the   conference  
  21. 21. 17.  User  involvement  &  ownership   A  good  involvement  device  in   direct  response  adver2sing  has   doubled  and  even  tripled   response  rates.   “Write  down  3  issues  you   want  to  address  when  you   come  back  from  the  the   NAHB  2010  EOC  Seminar”  
  22. 22. 18.  Tell  a  REAL  story.     WSAE  offers   educa2onal   programs  “that  are   worth  gerng  up  at   5:00  am  and  driving   halfway  across  the   state  to  alend.”  
  23. 23. 19.  Add  personality. Show  a   personality.     Use  real  photos,   real  words  and  real   stories.   People  connect   with  people.  
  24. 24. 20.  Establish  credibility  quickly.  
  25. 25. 21.  Jus2fy  the  purchase.   1.  You  buy  on  emo2on  and  jus2fy   the  purchase  with  logic.   2.  View  logic  as  the  answer  to  the   unspoken  objec2on,  “Why  should  I   buy  this  thing?”  
  26. 26. Emo2on:  BMW.  The  Ul2mate  Driving  Machine!   Logic:  Ul2mate  efficiency.  Well  equipped.  No-­‐cost   maintenance.  No-­‐cost  BMW  Assist  Safety  Plan.    
  27. 27. 22.  Create  a  Sense  of  Urgency   •  Introductory  price/offer   •  Limited  quan2ty  –  only  the  first  20  people  who   register  will  receive  a  free  white  paper   •  Pricing  based  on  number  of  registra2ons  sold   •  First  50  registra2ons  sell  for  $49   •  Second  50  sell  registra2ons  for  $99   •  Third  50  registra2ons  sell  for  $149  
  28. 28. 23.  End  your  price  with  a  7  or  9   $139  will  typically  generate  more   sales  than  a  price  of  $130.    
  29. 29. 24.  Offer  installments  to  lower  the  price. If  your  members  are  resistant  to   paying  $599  to  alend  your   educa2onal  conference,  try   offering  it  for  3  installments  of   $199    
  30. 30. 25.  Keep  it  simple  and  easy.   Make  it  so  easy  to   register,  join  or  buy   that  all  the  customer   needs  to  do  is  click  or   sign  on  the  doled   line.  
  31. 31. 26.  Be  Specific   “Top  rated  educa2onal  program”     or   “97%  of  past  alendees  rate  this   conference  as  one  of  the  most  important   moves  learning  how  to  reach  new  home   buyers.”  
  32. 32. 27.  Focus  on  the  first  sentence. 1.  Is  it  short?   2.  Is  it  easy  to  read?   3.  Is  it  compelling?  
  33. 33. 28.  Create  a  Must-­‐Read  Headline.   •  It’s  possible  to  miss  an  en2re  gorilla   •  When  was  the  last  2me  you  WOWed  your  members?   •  Nothing  sinks  a  marke2ng  campaign  faster   •  6  Ideas  we  guarantee  will  improve  your  brand’s  image   •  11  Great  tweets  from  the  Great  Ideas  Conference   •  3  Ways  to  get  a  prospect  to  buy   •  Marke2ng  to  Gen  X  and  Gen  Y  
  34. 34. 29.  Use  the  words  “How  to”   Old  Headlines  (Actual  2tles)   •  Search  Engine  Op2miza2on  Secrets   •  Excep2onal  Customer  Service  Builds  Business   Revised  Headlines   •  How  to  Appear  on  Page  One  of  Google   •  How  to  Grow  Your  Business  and  Keep  Clients   Happy  APer  the  Sale  
  35. 35. 30.  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.   10  Steps  to  a  Successful  Open  House   Or   11  Steps  to  a  Successful  Open  House  
  36. 36. 31.  Cut  your  copy  in  half!   Provided  that  -­‐  -­‐  If   In  order  to  -­‐  -­‐  To   The  majority  of  -­‐  -­‐  Most   Accordingly  -­‐  -­‐  So   Facilitate  -­‐  -­‐  Help   Frequently  -­‐  -­‐  OPen  
  37. 37. 32.  Create  a  sense  of  exclusivity •  Create  a  sense  of   exclusivity  by  serng   limita2ons  on  who  can   buy,  join  or  register.   •  Offer  other  exclusive     products  to  prospects   have  par2cipated,  joined   or  alended  a  session.  
  38. 38. 33.  Use  Curiosity  to  Get  Them  Interested   NAHB  to  Sue  EPA  Over  Lead  Paint  Regula2ons   New  lead  paint  regula2ons   will  increase  costs  to  78   million  homeowners    
  39. 39. 34.  Pretend  you  are  selling  face-­‐to-­‐face 1.  Prepare  a  sales  pitch.   2.  Pitch  the  sale  to  a  friend  who  does   not  work  at  your  associa2on.   3.  Use  the  conversa2onal  tone  in  your   copywri2ng.   4.  Address  the  ques2ons.  
  40. 40. 35.  Ask  why  3  2mes  before  wri2ng. Why  did  you  register  for  this  conference?   We  are  struggling  with  membership  recruitment   What  is  the  challenge?   It  is  so  difficult  to  cut  through  the  cluler;  to  get   someone  to  open  my  mailing  and  respond.   Why  do  you  think  this  session  would  help?   I  don’t  have  any  formal  marke2ng  training.  I   need  to  learn  how  to  stand  out!  
  41. 41. How  to  write  marke2ng  copy  that  sells.     A  class  for  those  without  a  marke2ng  degree.  
  42. 42. 36.  Avoid  Clichés   They  will  make  your  marke2ng  invisible!   wordle.net  
  43. 43. 37.  Leave  out  the  brochure. Dear Reader: On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college. They were very much alike…but there was one difference. One was a manager of a small department and the other was the CEO of the same company. What made the difference.
  44. 44. 38.  End  your  copy  with  a  ques2on Are  you  looking  for  ways  to  cut  costs   yet  s2ll  deliver  great  service?   Does  your  budget  limit  the  amount   of  con2nuing  educa2on  you  can   alend?  
  45. 45. 39.  Add  the  word  “You”  to  your  copy. Instead  of..   We  connect  great  ideas  and  great  people  to   inspire  leadership  and  achievement  in  the   associa2on  community.   Use…   YOU  will  be  connected  with  great  ideas  and   great  people.  
  46. 46. 40.  Edit  your  copy. 1.  Eliminate  “that”  words.   2.  Eliminate  “the”  words.   3.  Edit  for  rhythm.   4.  Combine  sentences   5.  Rearrange  thoughts  so  they  flow   beler.    
  47. 47. 41.  Use  graphics  instead  of  words. Design  the  brochure  so  that  it  can  easily  be   skimmed.     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 associaDon?   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%).
  48. 48. 42.  Use  white  space  to  draw  alen2on.
  49. 49. 43.  Use  photos  that  build  the  brand.
  50. 50. 44.  Keep  your  envelope  blank. An  envelope  with  no  wri2ng  has  to  be   opened  to  see  what’s  inside.    
  51. 51. 45.  Form  follows  func2on.
  52. 52. 46.  Tell  a  story  that  is  bigger  than  you.
  53. 53. 47.  Use  a  coupon  or  giP  card.
  54. 54. 48.  Add  a  Q  &  A  to  your  copy.
  55. 55. 49.  Compare  your  speaker  to  someone  famous Sheri  Jacobs   Warren  Buffet  
  56. 56. 50.  Use  a  crowdsourcing  tool  -­‐  slinkset
  57. 57. 51.  Use  social  sharing  to  spread  the  word
  58. 58. 52.  Borrow  a  page  from  Facebook
  59. 59. 53.  Bring  your  copy  to  life  with  YouTube
  60. 60. 54.  Monitor  your  keywords
  61. 61. 55.  Create  a  linking  strategy Who  has  content  on  their  web  site   that  your  organiza2on  would  want  to   link  to?   Start  building  connec2ons  and  links.  
  62. 62. 56.  Highlight  key  info  in  the  preview  pane.  
  63. 63. 57.  Cut  down  on  the  copy  in  your  email
  64. 64. 58.  Clearly  iden2fy  yourself  in  emails
  65. 65. 59.  Offer  free  content  to  go  viral •  Tips   •  Whitepapers   •  Videos   •  Expert  op-­‐eds  
  66. 66. 60.  Use  a  compelling  benefit •  A  new  way  to  conduct  a  job  cost   analysis   •  Alrac2ng  financing  for  new  sites   •  Ways  to  increase  sales  to  ac2ve   adults  
  67. 67. 61.  Use  simple  font  types Our experts will discuss: •  The current environment for single-family residential construction lending •  Strategies, alternatives and hazards for both performing and non-performing credits •  Potential legal options that may be available to builders.    
  68. 68. 62.  Test  different  subject  lines •  How  to  save  $100  at  this  year’s   conference   •  Early  bird  registra2on   •  What  would  you  do  with  $100?  
  69. 69. 63.  Make  email  readable… when  images  are  disabled.  
  70. 70. 64.  Send  a  series  of  emails Break  content  into  parts  and  send  a   series  of  e-­‐mails   •  Include  links  to  all  content   •  Label  content  as  part  of  a  series   •  Provide  other  resources  
  71. 71. 65.  Brand  your  email  with  the  “from”  line From:    HBA  of  Greater  Chicago   Date:    August  5,  2010   To:    Sheri  Jacobs   Subject:    Webinar:  A  New  Way  to  Measure…  
  72. 72. 66-­‐  72.  More  2ps  to  get  your  emails  read 66.  Offer  a  table  of  contents.     67.  Retell  stories  you  hear  from  members.   68.  Share  relevant  research  informa2on.   69.  Share  2ps  from  members.   70.  Be  an  aggregator.   71.  Have  an  opinion.   72.  Share  other  opinions.  
  73. 73. 73.  Be  Different Highlight  at  least   one  thing  that  is   different  about  you.  
  74. 74. 70  -­‐  78.  Use  a  P.S. 74.  Emphasize  your  guarantee   75.  Repeat  your  key  benefit   76.  Repeat  your  limited  2me  offer   77.  Provide  contact  informa2on   78.  Showcase  a  special  giP   75%  of  recipients  read  the  P.S.  first!    
  75. 75. Take  a  risk.     Try  something   completely  new.  
  76. 76. 79.  Give  away  200  membership Or  give  a  free   registra2on  to   every  10th  person.  
  77. 77. 80.  Change  your  new  member  kit.
  78. 78. 81.  Use  Reposi2oning  Post-­‐it  ™  Notes
  79. 79. Alract  the  next   genera2on  of   members.  
  80. 80. 82-­‐88.  Alract  the  next  genera2on 82.  Use  direct  mail   83.  Lower  the  price   84.  Provide  online  peer-­‐reviews   85.  Create  a  sense  of  ownership   86.  Use  contests   87.  Demonstrate  diversity   88.  Make  it  social.  
  81. 81. 89-­‐99.  Engage  members  in  the  marke2ng 89.  Ask  members  to  review  events  and  post  real   comments  –  good  +  bad  online   90.  Invite  members  to  make  predic2ons  about   the  future  –  and  share  it   91.  Interview  members     92.  Highlight  member  achievements   93.  Create  a  statement  from  the  community   94.  Ask  members  to  contribute  op-­‐ed  pieces   95.  Encourage  members  to  be  guest  columnists  
  82. 82. 89-­‐98.  Engage  members  in  the  marke2ng 96.  Summarize  the  latest  advice  from  the   trenches.   97.  Ask  members  to  par2cipate  in  a  news   roundup.   98.  Create  a  successful  failures  column  
  83. 83. 99.  Take  a  risk. The last 7 words spoken by all failed companies are…
  84. 84. But we’ve always done it that way.
  85. 85. Q  &  A   Do  you  s2ll  have  ques2ons?     Contact  me.   Sheri  Jacobs,  CAE,  President  +  Chief  Strategist   Avenue  M  Group,  LLC   jacobs@avenuemgroup.com   T.    847.849.3396  

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