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. People don’t read ads.
They read what
interests them
and sometimes
that happens to
be an ad.

3. Connect
the
dots
with
 " "
four
straight
lines
without
 " "
liPing
the
 " "
pen
from
the
paper.

4. 99
Ways
to
Improve
Response
Rates
Through
Powerful
Marke2ng
Copy

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. Know
everything
you
can
about
WHAT
you
are
selling.

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. 2.
Iden2fy
at
least
one
thing
different
• Reputa2on
• Depth
+
breadth
of
offerings
• Network
connec2ons
• Price/value
• 24/7
access
to
informa2on

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. Know
everything
you
can
about
WHO
you
are
selling
to.

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. 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. Know
everything
you
can
about
your
COMPETITION.

14. 11.
Iden2fy
+
track
your
compe2tors.

15. 12.
Put
yourself
in
your
members’
shoes

16. Know
everything
you
can
about
what
MOTIVATES
people
to
buy.

17. 13.
Show
proof
of
value
Don’t
lower
the
price,
add
more
value.

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. 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. 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. 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. 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. 19.
Add
personality.
Show
a
personality.
Use
real
photos,
real
words
and
real
stories.
People
connect
with
people.

24. 20.
Establish
credibility
quickly.

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. Emo2on:
BMW.
The
Ul2mate
Driving
Machine!
Logic:
Ul2mate
efficiency.
Well
equipped.
No-­‐cost
maintenance.
No-­‐cost
BMW
Assist
Safety
Plan.

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. 23.
End
your
price
with
a
7
or
9
$139
will
typically
generate
more
sales
than
a
price
of
$130.

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. 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. 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. 27.
Focus
on
the
first
sentence.
1. Is
it
short?
2. Is
it
easy
to
read?
3. Is
it
compelling?

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. 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. 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. 31.
Cut
your
copy
in
half!
Provided
that
-­‐
-­‐
If
In
order
to
-­‐
-­‐
To
The
majority
of
-­‐
-­‐
Most
Accordingly
-­‐
-­‐
So
Facilitate
-­‐
-­‐
Help
Frequently
-­‐
-­‐
OPen

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. 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. 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. 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. How
to
write
marke2ng
copy
that
sells.
A
class
for
those
without
a
marke2ng
degree.

42. 36.
Avoid
Clichés
They
will
make
your
marke2ng
invisible!
wordle.net

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. 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. 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. 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. 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. 42.
Use
white
space
to
draw
alen2on.

49. 43.
Use
photos
that
build
the
brand.

50. 44.
Keep
your
envelope
blank.
An
envelope
with
no
wri2ng
has
to
be
opened
to
see
what’s
inside.

51. 45.
Form
follows
func2on.

53. 46.
Tell
a
story
that
is
bigger
than
you.

54. 47.
Use
a
coupon
or
giP
card.

55. 48.
Add
a
Q
&
A
to
your
copy.

56. 49.
Compare
your
speaker
to
someone
famous
Sheri
Jacobs
Warren
Buffet

57. 50.
Use
a
crowdsourcing
tool
-­‐
slinkset

58. 51.
Use
social
sharing
to
spread
the
word

59. 52.
Borrow
a
page
from
Facebook

60. 53.
Bring
your
copy
to
life
with
YouTube

61. 54.
Monitor
your
keywords

62. 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.

63. 56.
Highlight
key
info
in
the
preview
pane.

64. 57.
Cut
down
on
the
copy
in
your
email

65. 58.
Clearly
iden2fy
yourself
in
emails

66. 59.
Offer
free
content
to
go
viral
• Tips
• Whitepapers
• Videos
• Expert
op-­‐eds

67. 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

68. 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.

69. 62.
Test
different
subject
lines
• How
to
save
$100
at
this
year’s
conference
• Early
bird
registra2on
• What
would
you
do
with
$100?

70. 63.
Make
email
readable…
when
images
are
disabled.

71. 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

72. 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…

73. 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.

74. 73.
Be
Different
Highlight
at
least
one
thing
that
is
different
about
you.

75. 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!

76. Take
a
risk.
Try
something
completely
new.

77. 79.
Give
away
200
membership
Or
give
a
free
registra2on
to
every
10th
person.

78. 80.
Change
your
new
member
kit.

79. 81.
Use
Reposi2oning
Post-­‐it
™
Notes

80. Alract
the
next
genera2on
of
members.

81. 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.

82. 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

83. 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

84. 99.
Take
a
risk.
The last 7 words
spoken by all
failed companies
are…

85. But we’ve
always done
it that way.

86. 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