1. How
to
Wow
Them,
Get
Them
&
Keep
Them
Recruitment
+
Reten7on
Ideas
That
Really
Work
Associa'on
of
State
Re'red
Teacher
Execu'ves
August
3,
2010
St.
Louis,
MO
Presented
by
Sheri
Jacobs,
CAE,
President
+
Chief
Strategist
Avenue
M
Group,
LLC
2. Connect
the
dots
with
" "
four
straight
lines
without
" "
liJing
the
" "
pen
from
the
paper.
3. Assumed
Constraints
“Who
would
buy
shoes
online
or
through
the
mail?
People
need
to
try
them
on
first
and
what
if
they
don’t
fit?”
“The
concept
is
interes'ng
and
well-‐formed,
but
in
order
to
earn
beTer
than
a
‘C,’
the
idea
must
be
feasible.”
6. What
I
learned
from
Zappos
• Help
shape
the
stories
people
are
telling
about
you.
• Show
your
personality.
• You
don’t
need
to
be
into
shoes.
• Go
for
the
posi've
expected
value,
not
what’s
least
risky.
• Be
pa'ent.
Think
long-‐term.
• Differen'ate.
Do
the
opposite
of
what
the
rest
is
doing.
• It’s
not
about
you.
It’s
about
them.
7. What
I
learned
from
Zappos
• Learn
by
doing.
Theory
is
nice,
but
nothing
replaces
actual
experience.
• Be
nice
and
make
friends.
It’s
a
small
community.
• Share
what
you’ve
learned
with
others.
• Look
for
opportuni'es
beyond
just
the
business
you
set
out
to
do.
• Have
fun.
8. How
to
Get
Them.
(Marke'ng
with
and
not
to
members
and
prospects.)
9. Individuals
trust
other
individuals
more
than
they
trust
adver7sing.
90%
of
large
companies
believe
that
consumer
recommenda'ons
influence
purchase
decisions1
78%
say
that
consumer
recommenda'ons
are
the
most
credible
form
of
adver'sing2
68%
“trust
a
person
like
me.”3
Sources: 1. Jupiter Research 2006 2. Nielsen: Word of Mouth The Most Powerful Selling Tool 2007 3. Edelman: Trust Barometer 2006
10. 4
out
of
5
Online
Adults
Now
Par7cipate
in
a
Social
Network
Source: 2009 Razorfish Brand Experience Report
14. What
you
should
know
about
Facebook
• More
than
500
million
ac've
users
• 50%
of
our
ac've
users
log
on
to
Facebook
in
any
given
day
• Average
user
has
130
friends
• People
spend
over
700
billion
minutes
per
month
on
Facebook
• Average
user
is
connected
to
80
community
pages,
groups
and
events
• Average
user
creates
90
pieces
of
content
each
month
• More
than
30
billion
pieces
of
content
(web
links,
news
stories,
blog
posts,
notes,
photo
albums,
etc.)
shared
each
month.
15. 65%
say
a
digital
experience
changed
their
opinion
of
a
brand
Source: 2009 Razorfish Brand Experience Report
16. 97%
say
the
experience
influenced
their
decision
to
take
ac'on.
Join
Volunteer
Take
Ac7on
Source: 2009 Razorfish Brand Experience Report
28. 3.
Be
available.
Responding
promptly
to
posts
(good
and
bad)
on
social
media
is
as
reflec've
of
your
customer
service
as
answering
a
phone
call
or
email.
Sharing
is
as
important
a
community
ac'vity
as
commen'ng.
28
30. 5.
Take
away
the
risk
in
a
BIG
way.
• Offer
a
FREE
1-‐year
trial.
• Guarantee
sa'sfac'on
for
365
days.
• Ask
for
no
money
down
when
you
take
an
applica'on
or
registra'on.
31. 6.
Tap
into
the
emo'onal
needs.
What
emo'onal
needs
will
membership
solve?
• Staying
re'red
–
Not
having
to
go
back
to
work
• Freedom
to
see
a
doctor
when
you
need
one.
• What
else?
32. 7.
Address
objec'ons.
Too
expensive?
• Membership
is
less
than
$2/day
• Offer
LOTS
of
freebies
to
offset
the
cost
to
aTend
a
mee'ng.
Lack
of
'me?
• Tell
how
aTendees
can
stay
connected
at
the
conference
33. 8.
Involvement
&
Ownership.
“Write
down
3
issues
you
want
to
address
when
you
come
back
from
the
Annual
Conference”
34. 9.
Retell
stories
from
members.
My
RTA
helped
We
give
me…
members
the
tools
they
need
to
blah,
blah,
blah,
blah,
blah,
blah.
35. 10.
Add
the
word
“You”
to
your
copy.
Instead
of..
We
connect
great
ideas
and
great
people
to
inspire
leadership
and
achievement
in
the
associa'on
community.
Use…
YOU
will
be
connected
with
great
ideas
and
great
people.
YOU
will
be
inspired.
36. 11.
Jus'fy
the
purchase.
1. You
buy
on
emo'on
and
jus'fy
the
purchase
with
logic.
2. View
logic
as
the
answer
to
the
unspoken
objec'on,
“Why
should
I
buy
this
thing?”
37. 11.
Jus'fy
the
purchase.
Emo'on:
BMW.
The
Ul'mate
Driving
Machine!
Logic:
Ul'mate
efficiency.
Well
equipped.
No-‐cost
maintenance.
No-‐cost
BMW
Assist
Safety
Plan.
38. 12.
Create
a
Sense
of
Urgency.
• Introductory
price/offer
• Limited
quan'ty
–
only
the
first
20
people
who
register
will
receive
a
free
something.
• Pricing
based
on
number
of
registra'ons
sold
• First
50
registra'ons
sell
for
$29
• Second
50
sell
registra'ons
for
$39
• Third
50
registra'ons
sell
for
$49
39. 13.
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
doTed
line.
40. 14.
Be
Specific.
Don’t
say
“We
address
issues
such
as
financial
security,
health
benefits
and
fellowship.”
Say…
“NYSRTA
members’
pensions
are
secure
for
the
next
25
years
thanks
to
our
members
efforts”
41. 15.
Create
a
Must-‐Read
Headline.
• It’s
possible
to
miss
an
en're
gorilla
• When
was
the
last
'me
you
WOWed
your
members?
• Nothing
sinks
a
marke'ng
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
• Marke'ng
to
Gen
X
and
Gen
Y
42. 16.
Use
the
words
“How
to.”
Old
Headlines
(Actual
'tles)
• Tac'cs
for
Avoiding
Rehospitaliza'ons
• Excep'onal
Customer
Service
Builds
Business
Revised
Headlines
• How
to
Avoid
Losing
Pa'ents
to
Other
Hospitals
• How
to
Grow
Your
Business
and
Keep
Clients
Happy
AJer
the
Sale
43. 17.
Use
a
number
in
your
copy.
The
numbers
ending
in
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
Virtual
Conference
Or
11
Steps
to
a
Successful
Virtual
Conference
44. 18.
Cut
your
copy
in
half!
Provided
that
-‐
-‐
If
In
order
to
-‐
-‐
To
The
majority
of
-‐
-‐
Most
Accordingly
-‐
-‐
So
Facilitate
-‐
-‐
Help
Frequently
-‐
-‐
OJen
45. 19.
Use
Curiosity
to
Get
Them
Interested.
Improving
Teacher
Re'rement
Benefits
98%
of
Re'red
Teachers
Believe
their
Pension
will
DECREASE
this
year.
At
this
luncheon,
you
will
understand
the
key
implica'ons
of
WEP/GPO
and
what
other
organiza'ons
are
doing
to
address
the
issue.
46. 20.
Avoid
Clichés
–
Be
descrip've.
They
will
make
your
marke'ng
invisible!
wordle.net
47. 21.
End
your
price
with
a
7
or
9.
$129
will
typically
generate
more
sales
than
a
price
of
$120.
48. 22.
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.
49. 23.
End
your
copy
with
a
ques'on.
Do
you
want
to
understand
the
REAL
implica'ons
for
re'red
teachers
to
health
care
reform?
Are
you
interested
in
job
opportuni'es
for
re'red
teachers?
50. 24.
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 associa7on?
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%).
51. 25.
Offer
installments
to
lower
the
price.
If
your
members
are
resistant
to
paying
$150
to
aTend
your
conference,
try
offering
it
for
3
installments
of
$49
52. 26.
Keep
your
envelope
blank.
An
envelope
with
no
wri'ng
has
to
be
opened
to
see
what’s
inside.
54. 28.
Use
a
P.S.
in
your
communica'ons.
1. Emphasize
your
guarantee.
2. Repeat
your
key
benefit.
3. Repeat
your
limited
'me
offer.
4. Provide
contact
informa'on.
75%
of
recipients
read
the
P.S.
first!
55. 29.
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
associa'on.
3.
Use
the
conversa'onal
tone
in
your
copywri'ng.
4.
Address
the
ques'ons.
58. 31.
Ask
why
3
'mes
before
wri'ng.
Why
did
you
aTend
this
conference?
We
are
struggling
with
membership
recruitment
What
is
the
challenge?
It
is
so
difficult
to
cut
through
the
cluTer;
to
get
someone
to
open
my
mailing
and
respond.
Why
do
you
think
this
session
would
help?
I
don’t
have
any
formal
marke'ng
training.
I
need
to
learn
how
to
stand
out!
59. How
to
write
marke'ng
copy
that
sells.
A
class
for
those
without
a
marke'ng
degree.
61. 33.
Focus
on
the
first
sentence.
1. Is
it
short?
2. Is
it
easy
to
read?
3. Is
it
compelling?
Examples
of
powerful
words:
Discover,
Explained,
Finally,
Reasons
to,
Proven,
Ways
to,
and
FACT.
69. 41.
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.
76. 46.
Highlight
Special
Interest
Items
Encourage
other
staff
and
leaders
to
contribute;
highlight
various
segments
of
your
membership
and
build
connec'ons
(access)
to
interes'ng
and
insigh|ul
leaders.
76
77. The last 7 words
spoken by all
failed companies
are…
79. “To
dare
is
to
lose
one’s
foo'ng
momentarily.
To
not
dare
is
to
lose
oneself.”
~
Soren
Kierkegaard
79 79
80. 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.
847.236-‐1920
