Get Your Message Heard: How to Write Marketing Copy That Sells

1. Making
Your
Voice
Heard:
How
to
Write
Marke5ng
Copy
that
Sells
Presented
by
Sheri
Jacobs,
CAE
President
+
Chief
Strategist
Avenue
M
Group,
LLC
ASAE
&
The
Center
Great
Ideas
Conference
2010
March
8,
2010

2. Name
something
you’ve
recently
bought
that
you
really
love.
Why do you love it?

3. I
love
my
camera!

8. 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
vacaPons.

9. Lumix Panasonic with mega
OIS image stabilizer.

10. Another
approach…Nikon
D40

11. Nikon:
Real
people,
real
words.
• 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.

12. Outcome/Results
• Nikon
became
the
brand
most
likely
to
purchase.
• Changed
percepPon
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%.

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

14. It’s
easy
to
market
when
this
is
your
product.

15. That’s
great.
But
I’m
selling
membership,
conferences
or
advocacy!

16. Your
challenges…
• Being
heard.
Gefng
my
message
read.
• Numerous
audiences
–
creaPng
a
segmentaPon
strategy
• Reaching
new
audience
segments
• What
else?

17. What
do
you
hope
to
learn
today?

19. MarkePng
is
about
3
things…
1. Unique
value
to
the
audience.
2. IdenPfying
the
most
trusted
sources/
channels.
3. The
right
words
to
connect
with
customers.

20. To sell anything you must know
everything you can about…
• Who
you
are
selling
to.
• What
you
are
selling.
• Your
compePPon.
• The
best
channels
to
reach
your
customers.
• What
moPvates
your
customers.

21. It
all
starts
with
understanding
your
prospects
and
what
you
are
offering.

22. Do
you
know?
• How
prospects
find
you?
• Why
do
they
join,
register
or
purchase?
• What
other
organizaPons
they
belong
to?
• What
they
need
based
on
their
size,
locaPon,
business
or
other
factors?
• What
is
keeping
them
up
at
night?

23. Don’t
know…ask!
www.wordle.net

24. 4
out
of
5
Online
Adults
Now
Par5cipate
in
a
Social
Network
Source: 2009 Razorfish Brand Experience Report

25. How
omen
do
you
parPcipate
in
the
following
acPviPes?
More than Less than once Not at all
once a month a month
I visit social networking sites (Facebook or LinkedIn)
✔
I update my pro le on social networking sites ✔
I read customer reviews on Amazon ✔
I post reviews on Amazon ✔!
I read blogs ✔!
I post comments on blogs ✔!
I use Twitter ✔
I follow others on Twitter ✔
I use a wiki to research a topic ✔
I watch videos on YouTube ✔!
I visit the Association Web site ✔

26. How
much
do
you
trust
informaPon
from
the
following
sources?
1 = Low Trust 2 = Some Trust 3 = High Trust
Information posted on a listserv
✔
Email from a friend
✔
Email from an association
✔!
Online article from the association’s publication ✔!
Online advertisement, banner ✔!
Information on a blog ✔!
Information found on Wiki ✔!
Reviews posted by someone you know ✔!
Reviews posted by an unknown source ✔
Information on Facebook ✔!
Information on an Association Web site ✔!

27. High
Response
Rates,
Increase
ROI
Very
AcPve,
Low
Trust
Very
AcPve,
High
Trust
•
AssociaPon
Web
site
•
Blogs
•
Online
forums
•
Banner
Ads
•
Email
from
a
friend
•
Wiki
•
Twioer
•
Program/Product
Reviews
Not
AcPve,
Low
Trust
Not
AcPve,
High
Trust

28. How
well
do
you
know
what
you
are
trying
to
sell?

29. Asset
Audit,
Benefit
Analysis
+
MarkePng
Brief

30. How
well
do
you
know
your
compePPon?

31. How
do
you
compare?
What
do
prospects
see
when
they
look
at
other
organizaPons?
• MarkePng
and
promoPons
• Product
line
• Brand
strength
and
recogniPon
• Strengths
and
weaknesses
(resources,
staff
size)

32. 20
Ways
to
Improve
Response
Rates

33. Know
the
triggers
95%
of
the
reasons
a
prospect
buys
involve
a
subconscious
decision!
Source:
Triggers
by
Joe
Sugarman

34. 1.
Proof
of
Value
Should
I
spend
$1000
for
a
laptop?

35. Price:
$3,848.00
Ouch!

36. Price:
$989.00
Yes!

37. Proof
of
Value
All
the
features
I
need
in
a
laptop.
$3,848+
vs.
$989

38. 1.
Proof
of
value
Show
two
pricing
opPons,
one
being
considerably
more
expensive.
• Premium
membership
and
regular
membership
• Your
organizaPon
vs.
compePtor
• Regular
fee
vs.
special
offer
fee

39. 2.
Tone
What
is
the
nature
of
what
you
are
selling?
Is
it
Serious?
Fun?
Luxurious?
Inexpensive?
•
Free,
freebies
•
Exclusive,
InvitaPon
only
•
PresPgious
•
Serious

40. 3.
EmoPon
What
emoPonal
needs
will
your
product
solve?
• Staying
afloat
during
the
recession
• SorPng
through
an
avalanche
of
informaPon
• Budget
constraints
–
no
money
to
travel
and
aoend
conferences

41. 4.
Address
objecPons
If
cost
is
an
issue,
talk
about
it.
• Membership
is
less
than
$2/day
• Offer
freebies
to
offset
the
cost
to
aoend
a
meePng
If
lack
of
Pme
is
a
concern…
• Tell
how
aoendees
can
stay
connected
at
the
conference

42. MarkePngProfs
Conference
What
you
get
with
the
cost
of
registraPon:
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
aoendees
on
Facebook,
LinkedIn
and
Twioer.
5. Free
meals
throughout
the
enPre
conference

43. 5.
Involvement
&
Ownership

44. A
good
involvement
device
in
direct
response
adverPsing
has
doubled
and
even
tripled
response
rates.
“Write
down
3
issues
you
want
to
address
when
you
come
back
from
the
the
Great
Ideas
Conference.

45. 6.
Storytelling
A
good
story
should
capture
a
person’s
aoenPon,
relate
the
product
or
service
to
the
sales
message,
and
help
you
bond
with
the
prospect.

46. Actual
Copy
WSAE
holds
eight
1/2
day
educaPonal
programs
each
year
presenPng
some
of
the
best
naPonal
and
state
speakers
discussing
cufng
edge
soluPons
to
the
challenges
faced
by
associaPon
execuPves.

47. Another
way
to
say
it:
WSAE
offers
educaPonal
programs
“that
are
worth
gefng
up
at
5:00
am
and
driving
halfway
across
the
state
to
aoend.”

48. 7.
Authority
and
Credibility

50. 8.
Logic
In
today’s
economy,
people
need
to
jusPfy
the
purchase
–
membership,
aoendance,
adverPsing,
sponsorships.
Remember
two
main
points
about
logic
as
a
trigger:
(1) You
buy
on
emoPon
and
jusPfy
the
purchase
with
logic
(2) View
logic
as
the
answer
to
the
unspoken
objecPon,
“Why
should
I
buy
this
thing?”

51. EmoPon:
BMW.
The
UlPmate
Driving
Machine!
Logic:
UlPmate
efficiency.
Well
equipped.
No-­‐cost
maintenance.
No-­‐cost
BMW
Assist
Safety
Plan.

52. 9.
SaPsfacPon
Guarantee
UncondiPonal,
no-­‐hassle,
money
back
guarantee
Membership:
We
will
refund
your
money
if
you
are
not
saPsfied
-­‐
up
unPl
the
very
last
day
of
your
membership
MeePngs:
We
will
refund
your
money
and
let
you
keep
the
course
materials
if
you
are
not
completely
saPsfied.
What
type
of
guarantee
could
you
offer?

53. 10.
Sense
of
Urgency
• Introductory
price/offer
• Limited
quanPty
–
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

54. 11.
Exclusivity
• Create
a
sense
of
exclusivity
by
sefng
limitaPons
on
who
can
buy,
join
or
register.
• Offer
other
exclusive
products
to
prospects
have
parPcipated,
joined
or
aoended
a
session.

55. 12.
KISS
–
Keep
it
Stupid
and
Simple
Make
it
so
easy
to
register,
join
or
buy
that
all
the
customer
needs
to
do
is
click
or
sign
on
the
dooed
line.
Unless
you
are
going
for
exclusivity!

56. 13.
Be
Specific
“Top
rated
educaPonal
program”
or
“95%
of
past
aoendees
of
the
Great
Ideas
Conference
rate
this
meePng
as
one
of
the
most
important
moves
in
advancing
their
career.”

57. 14.
Create
a
Must-­‐Read
Headline
The
enPre
purpose
of
the
headline/subject
line
is
to
get
the
prospect
to
read
the
next
line .

58. To
build
a
fan
base,
pick
a
fight

59. 15.
Use
the
words
“How
to”
Old
Headlines
(Actual
Ptles)
• CopywriPng
101
• TacPcs
for
Avoiding
RehospitalizaPons
• ExcepPonal
Customer
Service
Builds
Business
Revised
Headlines
• How
to
Write
MarkePng
Copy
That
Sells
• How
to
Avoid
Losing
PaPents
to
Other
Hospitals
• How
to
Grow
Your
Business
and
Keep
Clients
happy
Amer
the
Sale

60. 16.
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.
11
Steps
to
a
Successful
Virtual
Conference
or
10
Steps
to
a
Successful
Virtual
Conference

61. 17.
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
-­‐
-­‐
Omen
Commence
-­‐
-­‐
Start
Nonetheless
-­‐
-­‐
But

62. 18.
Use
Curiosity
to
Get
Them
Interested
Program:
Physicians
and
health
care
reform
50%
of
Physicians
Report
Health
Care
Reform
Worsened
CondiPons
for
their
PracPce
In
this
session,
you
will
understand
the
key
implicaPons
of
health
reform
legislaPon
impacPng
OEM
physicians.
The
session
will
cover
health
and
producPvity
strategies,
how
to
market
your
services,
and
the
key
condiPons
that
are
driving
up
cost.

63. 19.
Be
AuthenPc.
Show
your
personality.
Don’t
filter
their
comments.
Aoribute
comments
to
their
owners.

64. 20.
Avoid
Clichés
Clichés
are
trite
and
overused
expressions.
They
will
make
your
markePng
invisible!
wordle.net

65. MarkePng
with
Direct
Mail.

66. 6
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
acquisiPon
price
of
$139
will
typically
generate
more
revenue
and
members
than
a
price
of
$150.

67. 6
Ways
to
Get
People
to
Act
Now
2)
Leave
out
the
brochure!
• Change
the
process
from
a
“sales
effort”
to
a
personal
communicaPon
• Test
with
a
brochure
and
without

68. 6
Ways
to
Get
People
to
Act
Now
3)
End
your
copy
with
a
quesPon
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
sPll
deliver
great
service?

69. 6
Ways
to
Get
People
to
Act
Now
4)
Design
the
brochure
so
that
it
can
easily
be
skimmed.
Use
graphics
instead
of
words.
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 associa5on?
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%).

70. 6
Ways
to
Get
People
to
Act
Now
5)
Offer
installments
to
lower
the
perceived
price.
If
your
members
are
resistant
to
paying
$599
to
aoend
your
educaPonal
conference,
try
offering
it
for
three
installments
of
$199

71. 6
Ways
to
Get
People
to
Act
Now
6)
Keep
your
envelope
blank
An
envelope
with
no
wriPng
has
to
be
opened
to
see
what’s
inside.

72. MarkePng
in
the
age
of
Web
2.0.

73. 6
Ways
to
Ensure
They
Open
Your
Email
1) Use
the
“from”
line
to
brand
your
email.
2) Send
it
on
a
Tuesday
or
Thursday.
3) Focus
on
what
is
seen
in
the
preview
pane.
4) Make
sure
your
email
is
readable
when
the
pictures
aren’t
downloaded.
5) Use
bullets
and
keep
your
copy
short.
No
long
paragraphs.
6) Test
one
variable
at
a
Pme
such
as
day,
offer,
copy.

74. One
final
thought…

75. d up your
If we mixe teral
colla
eting her
mark anot
with would
assoc iation
ne no tice?
anyo

76. Q
&
A
Do
you
sPll
have
quesPons?
Contact
me.
Sheri
Jacobs,
CAE,
President
+
Chief
Strategist
Avenue
M
Group,
LLC
jacobs@avenuemgroup.com
T.
847.849.3396