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Acoem Presentation Nov 12 2009
- 1. How to Write Marketing Copy that Sells Presented by Sheri Jacobs, CAE, President + Chief Strategist Avenue M Group, LLC American College of Occupational and Environmental Medicine November 12, 2009
- 2. Name something you’ve recently bought that you really love. Why do you love it?
- 3. I love my camera!
- 9. Lumix Panasonic with mega OIS image stabilizer.
- 10. Another approach… Nikon D40. Campaign used real people, real pictures and real words.
- 14. It’s easy to market when this is your product.
- 15. That’s great. But I’m selling membership, conferences or advocacy!
- 17. What do you hope to learn today?
- 24. It all starts with understanding your prospects and what you are offering.
- 27. How do your members behave online?
- 32. How well do you know what you are trying to sell?
- 33. Conduct an Asset Audit
- 37. How well do you know your competition?
- 39. Let’s Take a Break.
- 40. Capturing the prospect’s attention.
- 42. Proof of Value Should I spend $1000 for a laptop?
- 43. Price: $3,848.00 Ouch!
- 44. Price: $989.00 Yes!
- 45. Proof of Value All the features I need in a laptop. $3,848+ vs. $989
- 53. Actual Copy WSAE holds eight 1/2 day educational programs each year presenting some of the best national and state speakers discussing cutting edge solutions to the challenges faced by association executives.
- 59. Emotion: BMW. The Ultimate Driving Machine! Logic: Ultimate efficiency. Well equipped. No-cost maintenance. No-cost BMW Assist Safety Plan.
- 66. 10 Online mistakes that can get you fired
- 68. Use the word “Because” People are skeptical. 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.
- 69. 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 - - Often Commence - - Start Nonetheless - - But
- 70. Use Curiosity to Get Them Interested Program: Physicians and health care reform 50% of Physicians Report Health Care Reform Worsened Conditions for their Practice In this session, you will understand the key implications of health reform legislation impacting OEM physicians. The session will cover health and productivity strategies, how to market your services, and the key conditions that are driving up cost.
- 71. Be Authentic. Show your personality. People are drawn to real people , not brands, companies or organizations. Forget the talking points and encourage your volunteers and staff to speak with authenticity. Don’t filter their comments. Attribute comments to their owners.
- 73. Marketing with Direct Mail.
- 90. Marketing in the age of Web 2.0.
- 95. If we mixed up your marketing collateral with another association would anyone notice?
Notas del editor
- People love authority and its use in the selling process gives people confidence to make decisions and know they are correct.