Acoem Presentation Nov 12 2009

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Acoem Presentation Nov 12 2009

  1. 1. How  to  Write  Marke-ng  Copy  that  Sells     Presented  by   Sheri  Jacobs,  CAE,  President  +  Chief  Strategist   Avenue  M  Group,  LLC   American  College  of  OccupaAonal  and   Environmental  Medicine   November  12,  2009  
  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  vacaAons.  
  5. 5. Lumix Panasonic with mega OIS image stabilizer.
  6. 6. Another  approach…   Nikon  D40.  Campaign  used  real  people,  real  pictures     and  real  words.    
  7. 7. Nikon  ad  copy   •  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  percepAon  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.  Gedng  my  message  read.   •  Numerous  audiences  –  creaAng  a  segmentaAon   strategy   •  Reaching  new  customers  and  prospects  within   current  audience  segments   •  Reaching  new  audience  segments   •  High  product  costs  –  downturn  economy   •  Achieving  diversity  
  13. 13. What  do  you   hope  to  learn   today?  
  14. 14. •  How  to  get  emails  opened  and  read   •  How  to  clarify  your  message   •  How  to  determine  your  unique  selling  points   •  How  to  develop  markeAng  that  stands  out  on  a   limited  budget   •  How  to  make  minor  and  major  changes  to   improve  your  current  markeAng  efforts   •  What  else?  
  15. 15. hjp://www.wordle.net  
  16. 16. Our  world  today…   •  Total  saturaAon   •  New  technologies   •  Many  compeAng  forces   •  A  recession   •  Budget  cuts,  doing  more  with  less   •  In  short…a  period  of  radical  change  
  17. 17. MarkeAng  is  about  3  things…   1.  Unique  value  to  the  audience.   2.  IdenAfying  the  most  trusted  sources/channels.   3.  The  right  words  to  connect  with  customers.  
  18. 18. To sell anything you must… •  Know  everything  you  can  about  who  you  are   selling  to.   •  Know  everything  you  can  about  what  you  are   selling.   •  Know  everything  you  can  about  your  compeAAon.   •  Know  everything  you  can  about  the  best  channels   to  reach  your  customers.   •  Know  everything  you  can  about  what  moAvates   your  customers.  
  19. 19. It  all  starts  with   understanding  your   prospects  and  what  you   are  offering.  
  20. 20. Do  you  know?   •  How  prospects  find  you?   •  Why  do  they  join,  register  or  purchase?   •  What  other  organizaAons  they  belong  to?   •  What  they  need  based  on  their  size,  locaAon,  business  or   other  factors?   •  What  is  keeping  them  up  at  night?  
  21. 21. Don’t  know…ask!   www.wordle.net  
  22. 22. How  do  your  members  behave  online?  
  23. 23. Ask  a  few  simple  quesAons.   How  onen  do  you…   •  Maintain  a  blog,  read  a  blog,  comment  on  a  blog.   •  Write  reviews,  read  reviews.   •  Maintain  a  facebook  page,  comment  on  a  facebook  page.   •  Post  a  twijer  comment,  follow  others  on  twijer.  
  24. 24. Listening  +  Engagement  Campaign   •  How  do  members  describe  the  services  they  use?   •  How  do  members  describe  the  problems  they  are  facing?   •  What  types  of  soluAons  are  they  looking  for  in  specific  terms?   •  What  suggesAons  are  other  members  offering  to  help  solve   their  problems?  
  25. 25. 5  Steps  to  Engagement   •  INVOLVE  -­‐  listen  to,  live  the  social  web,  understand  it,  this   cannot  be  faked   •  CREATE  -­‐  make  relevant  content  for  communiAes  of   interest   •  DISCUSS  -­‐  no  conversaAon  around  it,  then  the  content   may  as  well  not  exist   •  PROMOTE  -­‐  acAvely,  respecqully,  promote  the  content   with  the  networks   •  MEASURE  -­‐  monitor,  interaAvely  develop  and  respond  or   be  damned!    
  26. 26. Discuss/ Involve Create Promote Measure Listen
  27. 27. How  well  do  you   know  what  you   are  trying  to  sell?  
  28. 28. Conduct  an  Asset  Audit  
  29. 29. Conduct  a  Benefit  Analysis   •  Advantages:  Describe  what  disAnguishes  the  feature  as   unique  or  special.  What  makes  this  ajribute  special?   •  MoAves:  MoAves  describe  what  the  features  saAsfy  as  a   result  of  buying  and  using  your  “product.”   •  Benefits:  What  favorable  or  desired  experience  will  the   customer  derive  as  a  result  of  the  feature  and  advantage?   How  will  the  member/prospect  avoid  pain  or  gain   happiness?   •  Evidence:  What  anecdotal  and  actual  data  do  we  have  to   back  up  our  claim?  
  30. 30. Create  a  Marke-ng  Brief   •  What  differenAates  your  product   •  How  to  stand  out  in  the  marketplace   •  How  to  make  it  relevant   •  How  to  make  it  believable   •  How  to  make  a  connecAon.  
  31. 31. How  well  do  you   know  your   compeAAon?  
  32. 32. How  do  you  compare?   What  do  prospects  see  when  they  look  at  other  medical  socieAes?   •  MarkeAng  and  promoAons   •  Segments  served   •  Pricing  and  discounts   •  Online  presence  (Google  search)   •  Product  line   •  Brand  strength  and  recogniAon   •  Strengths  and  weaknesses  (resources,  staff  size)  
  33. 33. Let’s     Take  a  Break.  
  34. 34. Capturing  the   prospect’s   ajenAon.  
  35. 35. Know  the  triggers   95%  of  the  reasons  a   prospect  buys  involve  a   subconscious  decision!   Source:  Triggers  by  Joe  Sugarman  
  36. 36. Proof  of  Value   Should  I  spend  $1000  for   a  laptop?  
  37. 37. Price:  $3,848.00        Ouch!  
  38. 38. Price:  $989.00        Yes!  
  39. 39. Proof  of  Value   All  the  features  I  need  in   a  laptop.     $3,848+  vs.  $989  
  40. 40. Proof  of  value   When  you  jusAfy  the  price  of  your  product  or  service,  you  add   value  to  your  offer  and  give  the  prospect  one  more  logical   reason  to  buy.   Show  two  pricing  opAons,  one  being  considerably  more   expensive.     •  Premium  membership  and  regular  membership   •  Your  organizaAon  vs.  compeAtor   •  Regular  fee  vs.  special  offer  fee  
  41. 41. Tone   What  is  the  nature  of  what  you  are  selling?  Is  it  Serious?  Fun?   Luxurious?  Inexpensive?  What  words  match  your  product?   •     Free,  freebies   •     Exclusive,  InvitaAon  only   •     PresAgious   •     Serious    
  42. 42. Emo-on   What  emoAonal  needs  will  your  product   solve?   •       Staying  afloat  during  the  recession   •  SorAng  through  an  avalanche  of  informaAon   •  CommunicaAng  the  value  of  the  profession   •  Budget  constraints  –  no  money  to  travel  and  ajend   conferences   •  A  decline  in  residency  programs  and  the  specialty  
  43. 43. How  Do  You  Handle  Objec-ons?   Raise  the  objecAons  and  then  resolve  them.  Don’t  ignore   objecAons.   If  cost  is  an  issue,  talk  about  it.     •     Membership  is  less  than  $2/day   •     Offer  freebies  to  offset  the  cost  to  ajend  a  meeAng   If  lack  of  Ame  is  a  concern…   •   Tell  how  ajendees  can  stay  connected  at  the  conference  
  44. 44. MarkeAngProfs  Business-­‐to-­‐Business     Forum  2009   What  you  get  with  the  cost  of  registraAon:   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   ajendees  on  Facebook,  LinkedIn  and  Twijer.   5.  Free  meals  throughout  the  enAre  conference    
  45. 45. Involvement  &  Ownership   A  good  involvement  device  in  direct  response   adverAsing  has  doubled  and  even  tripled  response   rates.   “Write  down  3  issues  you  want  to  address   when  you  come  back  from  the  Coding  and   Classifica)on  for  the  Occupa)onal  Medicine   Office.  
  46. 46. Storytelling   A  good  story  should  capture  a   person’s  ajenAon,  relate  the   product  or  service  to  the  sales   message,  and  help  you  bond   with  the  prospect.  
  47. 47. Actual  Copy   WSAE  holds  eight  1/2  day  educaAonal   programs  each  year  presenAng  some  of  the   best  naAonal  and  state  speakers  discussing   cudng  edge  soluAons  to  the  challenges   faced  by  associaAon  execuAves.    
  48. 48. Another  way  to  say  it:   WSAE  offers   educaAonal   programs  “that   are  worth  gedng   up  at  5:00  am  and   driving  halfway   across  the  state  to   ajend.”  
  49. 49. Authority  and  Credibility  
  50. 50. Credibility  Examples   “Join  more  than  352,000  members”   “Top-­‐rated  service  3  years  in  a  row”   “Selected  as  one  of  Chicago's   101  Best  and  Brightest   Companies  to  Work  For  by  the   NaAonal  AssociaAon  of  Business   Resources”
  51. 51. Logic   In  today’s  economy,  people  need  to  jusAfy  the  purchase  –   membership,  ajendance,  adverAsing,  sponsorships.   •     RecogniAon  –  you  deserve  it   •     Savings   Remember  two  main  points  about  logic  as  a  trigger:  (1)  You   buy  on  emoAon  and  jusAfy  the  purchase  with  logic.  (2)  View   logic  as  the  answer  to  the  unspoken  objecAon,  “Why  should  I   buy  this  thing?”  
  52. 52. EmoAon:  BMW.  The  UlAmate  Driving  Machine!   Logic:  UlAmate  efficiency.  Well  equipped.  No-­‐cost  maintenance.   No-­‐cost  BMW  Assist  Safety  Plan.    
  53. 53. SaAsfacAon  Guarantee   UncondiAonal,  no-­‐hassle,  money  back  guarantee   •  Membership:  We  will  refund  your  money  if  you  are  not   saAsfied  -­‐  up  unAl  the  very  last  day  of  your  membership.   •  MeeAngs:  We  will  refund  your  money  and  let  you  keep  the   course  materials  if  you  are  not  completely  saAsfied.   What  type  of  guarantee  could  you  offer?  
  54. 54. Sense  of  Urgency   •  Introductory  price/offer   •  Limited  quanAty  –  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  
  55. 55. Exclusivity   •  Create  a  sense  of  exclusivity   by  sedng  limitaAons  on  who   can  buy,  join  or  register.   •  Offer  other  exclusive     products  to  prospects  have   parAcipated,  joined  or   ajended  a  session.  
  56. 56. KISS  –  Keep  it  Stupid  and  Simple   Make  it  so  easy  to  register,  join  or   buy  that  all  the  customer  needs  to   do  is  pick  up  a  pen  and  sign  on  the   dojed  line.   Unless  you  are  going  for   exclusivity!  
  57. 57. Be  Specific   Don’t  say  “Top  rated  educaAonal  program”   Say…   “95%  of  past  ajendees  of  the  OccupaAonal   Medicine  Board  Review  rate  this  course  as  one   of  the  most  important  moves  in  advancing   their  career.”   People  are  skepAcal  about  adverAsing.  Make  it   believable.  By  being  specific  you  sound  like  an   expert.    
  58. 58. Create  a  Must-­‐Read  Headline   The  enAre  purpose  of  the  headline/subject  line  is  to  get  the   prospect  to  read  the  next  line.   The  enAre  purpose  of  the  next  line  is  to  get  the  prospect  to  read   on.  And  so  on.   This  should  conAnue  unAl  the  prospect  takes  the  acAon  you  desire.  
  59. 59. 10  Online  mistakes  that  can  get  you  fired  
  60. 60. Use  How  to  or  a  Number  in  your  Title   •  How  to  recognize  the  adverse  effects  of  chronic  lead  exposure   •  How  to  apply  the  low  back  guidelines  to  clinical  pracAce   situaAons   •  How  to  prepare  your  pracAce  for  the  changer  over  from  ICD-­‐9  to   ICD-­‐10   •  11  Emerging  Trends  in  Waterborne  Disease   •  9  Legal  Issues  you  should  know  about  Social  Networking   •  5  Ways  to  Evaluate  Financial  Policies  and  Rate  Impacts.    
  61. 61. Use  the  word  “Because”   People  are  skepAcal.  If  you  are  offering  something  too  good  to   be  true,  they  may  not  respond.  Explain  why  you  are  giving   something  away  for  free  or  at  a  steep  discount.   Tell  people  what’s  in  it  for  them  and  what’s  in  it  for  you.  
  62. 62. 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  -­‐  -­‐  Onen   Commence  -­‐  -­‐  Start   Nonetheless  -­‐  -­‐  But    
  63. 63. Use  Curiosity  to  Get  Them  Interested   Program:  Physicians  and  health  care  reform   50%  of  Physicians  Report  Health  Care  Reform   Worsened  CondiAons  for  their  PracAce   In  this  session,  you  will  understand  the  key  implicaAons  of   health  reform  legislaAon  impacAng  OEM  physicians.  The   session  will  cover  health  and  producAvity  strategies,  how  to   market  your  services,  and  the  key  condiAons  that  are  driving   up  cost.  
  64. 64. Be  AuthenAc.   Show  your  personality.   People  are  drawn  to  real  people,  not  brands,  companies  or   organizaAons.  Forget  the  talking  points  and  encourage  your   volunteers  and  staff  to  speak  with  authenAcity.     Don’t  filter  their  comments.  Ajribute  comments  to  their   owners.  
  65. 65. Complete  the   worksheet.  
  66. 66. MarkeAng  with     Direct  Mail.  
  67. 67. 15  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   acquisiAon  price  of  $139  will  typically  generate  more   revenue  and  members  than  a  price  of  $150.    
  68. 68. 15  Ways  to  Get  People  to  Act  Now   2)  Build  your  campaign  around  a  metaphor:   •     Survey   •     CerAficate   •     Temporary  membership  card   •     Gin  card   •     InvitaAon   Make  them  stop  and  think.  
  69. 69. 15  Ways  to  Get  People  to  Act  Now   3)  Use  the  P.S.   •  Remind  buyers  of  a  special  gin  they  will  receive  if   they  respond.     •  Emphasize  the  guarantee   •  Repeat  the  key  benefit   •  Provide  contact  informaAon  
  70. 70. 15  Ways  to  Get  People  to  Act  Now   4)  Personalize  communicaAons   •     Segment  messages   •     “Dear  Sheri  Jacobs”  out  pulls  “Dear  Prospect”  by    30%   •     Use  Variable  Data  PrinAng  
  71. 71. 15  Ways  to  Get  People  to  Act  Now   5)     Leave  out  the  brochure!   •  Change  the  process  from  a  “sales  effort”  to  a   personal  communicaAon   •  Test  with  a  brochure  and  without  
  72. 72. 15  Ways  to  Get  People  to  Act  Now   6)    Tell  customers  what  will  happen  if  they  buy,    register  or  join  now   End  your  copy  by  telling  people  what  will  happen  –   use  your  most  powerful  benefit.  
  73. 73. 15  Ways  to  Get  People  to  Act  Now   7)    Tell  people  what  will  happen  if  they  don’t  buy,    register  or  join!   Use  a  problem  that  they  won’t  be  able  to  solve   without  it.  
  74. 74. 15  Ways  to  Get  People  to  Act  Now   8)  End  your  copy  with  a  quesAon  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  sAll    deliver  great  service?   •     Do  you  want  to  know  how  other  nurses  handle    the  stress  of  the  job?  
  75. 75. 15  Ways  to  Get  People  to  Act  Now   9)    Add  a  powerful  guarantee   Give  them  a  lifeAme  or  a  triple  your  money  back   guarantee.  
  76. 76. 10  Ways  to  Get  People  to  Act  Now   10)  Add  a  FREE  bonus  to  your  offer   When  you  give  a  free  bonus  it  increases  the   product’s  perceived  value.  Free  is  also  viral.    
  77. 77. 15  Ways  to  Get  People  to  Act  Now   11)  Create  a  no-­‐risk  offer   Remove  any  risk  of  joining  your  organizaAon.  Offer  a   30-­‐day  or  60-­‐day  free  trial  of  membership.  To   ensure  the  prospect  has  the  chance  to  fully  uAlize   the  free  trial,  create  an  instant  membership  if  they   apply  online.    
  78. 78. 15  Ways  to  Get  People  to  Act  Now   12)  Offer  installments  to  lower  the  perceived  price.   If  your  members  are  resistant  to  paying  $599  to   ajend  your  educaAonal  conference,  try  offering  it   for  three  installments  of  $199    
  79. 79. 15  Ways  to  Get  People  to  Act  Now   13)  Avoid  all  capital  lejers,  all  italics  or  all  bold   words   These  formadng  features  should  only  be  used  to   highlight  one  or  two  words.  All  three  techniques,   when  used  for  more  than  one  word,  make  it  difficult   to  read.  
  80. 80. 15  Ways  to  Get  People  to  Act  Now   14)  Keep  your  envelope  blank   An  envelope  with  no  wriAng  has  to  be  opened  to   see  what’s  inside.    
  81. 81. 15  Ways  to  Get  People  to  Act  Now   15)  Add  a  Q  &  A  to  your  MarkeAng  Materials   QuesAon  and  Answer  secAons  are  like  Cliff  Notes.   Readers  have  grown  accustomed  to  thinking  that   most  of  their  quesAons  will  be  answered  quickly  and   succinctly  in  a  Q  &  A  secAon.  Add  a  Q  &  A  secAon  to   every  communicaAon  device  sent  to  members  or   prospects  from  your  organizaAon.    
  82. 82. Plus,  use  these  5  important  words   1.  Free  (shipping,  downloads,  reports)   2.  Sign  up   3.  Buy   4.  Now   5.  Thank  you    Sign  up  NOW  and  receive  a  FREE  report  on   [whatever].  Thank  you!  
  83. 83. MarkeAng  in  the   age  of  Web  2.0.  
  84. 84. 10  Ways  to  Ensure  They  Open  Your  Email   1)  Spend  Ame  wriAng  a  great  subject  line.   2)  Use  the  “from”  line  to  brand  your  email.   3)  Give  away  something  free.  Free  helps  things  go  viral.   4)  Send  it  on  a  Tuesday  or  Thursday.     5)  Focus  on  what  is  seen  in  the  preview  pane.   6)  Add  urgency  to  your  email  with  a  deadline.  Offer  something  free  but   with  a  deadline.  (Free  shipping,  3  free  months  of  membership)   7)  Avoid  capital  lejers  and  fancy  fonts.   8)  Make  sure  your  email  is  readable  when  the  pictures  aren’t  downloaded.   9)  Use  bullets  and  keep  your  copy  short.  No  long  paragraphs.   10)  Test  one  variable  at  a  Ame  such  as  day,  offer,  copy.  
  85. 85. 5  Ways  To  Use  Social  Media  To  Spread   Your  Message   1)  Sign  up  for  an  account  at  AddThis.com  or  ShareThis.  Both  offer  a  free   social  sharing  tool  that  helps  organizaAons,  bloggers,  and  publishers   spread  their  content  across  the  web.   2)  Find  out  where  and  how  your  members  access  emails.  If  they  access   them  from  their  mobile  phone  consider  using  text-­‐only  rather  than   HTML.   3)  Use  PR  Newswire  to  monitor  the  conversaAon  about  your  organizaAon   and  your  industry      
  86. 86. 5  Ways  To  Use  Social  Media  To  Spread   Your  Message   4)  Bring  your  copy  to  life  using  YouTube.  Create  a  video  and  put  it  on   YouTube.     5)  Every  three  to  six  months,  research  what  keywords  are  most  applicable   to  what  you  are  selling.  IncorporaAng  the  right  key  words  will  increase   the  likelihood  that  your  prospects  will  find  you  when  they  conduct  an   online  search.    
  87. 87. One  final  thought…  
  88. 88. d up your If we mixe llateral rketi ng co r ma othe w ith an ould ocia tion w ? ass notice an yone
  89. 89. Q  &  A   Do  you  s-ll  have  ques-ons?     Contact  me.   Sheri  Jacobs,  CAE,  President  +  Chief  Strategist   Avenue  M  Group,  LLC   jacobs@avenuemgroup.com   T.    847.849.3396  

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