Aamse how to write marketing copy jacobs

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How to Write Marke-ng Copy that Sells: 40 Ideas That Truly Work Presented by Sheri Jacobs, CAE President + Chief Strategist Avenue M Group, LLC AAMSE Annual Conference July 22, 2010 TwiLer: @chicagogirl27

Transcript of Aamse how to write marketing copy jacobs

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How  to  Write  Marke-ng  Copy  that  Sells:  40  Ideas  That  Truly  Work  

Presented  by  Sheri  Jacobs,  CAE  

President  +  Chief  Strategist  Avenue  M  Group,  LLC  

AAMSE  Annual  Conference  July  22,  2010  

TwiLer:  @chicagogirl27

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Think  of  something  you’ve  recently  bought  that  you  really  love.  

Why do you love it?

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I  love  my  camera!  

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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  vaca-ons.  

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Lumix Panasonic with mega OIS image stabilizer.

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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.  

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Another  approach…Nikon  D40  

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Outcome/Results  •  Nikon  became  the  brand  most  likely  to  purchase.  

•  Changed  from  'for  professionals  only'  to  'easy  to  use'  cameras.  

•  9.5  million  pictures  viewed.  

•  Increased  market  share  by  30%.  

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They read what interests them and sometimes

that happens to be an ad.

People don’t read ads.

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  " "

  " "

  " "

Connect  the  dots  with  four  straight  lines  without  lifing  the  pen  from  the  paper.  

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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  beLer  than  a  ‘C,’  the  idea  must  be  feasible.”  

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40  Ways  to  Improve  Response  Rates  Through  Powerful  Marke-ng  

Copy  

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1.  Show  proof  of  value.  

Don’t  lower  the  price,  add  more  value.    • Premium  membership  and  regular  membership  

• Your  organiza-on  vs.  compe-tor  • Regular  fee  vs.  special  offer  fee  

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2.  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.  

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3.  Tap  into  the  emo-onal  needs.  

What  emo-onal  needs  will  your  product  solve?  •  Staying  afloat  during  the  recession  

•  Providing  a  work/life  balance  

•  Sor-ng  through  an  avalanche  of  informa-on  

•  Budget  constraints  –  no  money  to  travel  and  aLend  conferences  

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HEADLINE  

I  need  to  learn  about  xyz,  but  I  can’t  afford  to  aLend  (or  I  have  too  

much  to  do).  

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4.  Address  objec-ons.  

Too  expensive?  •  Membership  is  less  than  $2/day  •  Offer  LOTS  of  freebies  to  offset  the  cost  to  

aLend  a  mee-ng.  

Lack  of  -me?  •  Tell  how  aLendees  can  stay  connected  at  the  

conference  

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“Write  down  3  issues  you  want  to  address  when  you  come  back  from  the  AAMSE  2010  Annual  Conference”  

5.  Involvement  &  Ownership.  

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6.  Retell  stories  from  members.    

We  give  members  the  tools  they  need  to  blah,  blah,  blah,  blah,  blah,  blah.  

AAHPM  helped  reverse  an  FDA  ruling  to  stop  the  produc-on  of  oral  morphine  

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7.  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.  

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8.  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?”  

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Emo-on:  BMW.  The  Ul-mate  Driving  Machine!  

Logic:  Ul-mate  efficiency.  Well  equipped.  No-­‐cost  maintenance.  No-­‐cost  BMW  Assist  Safety  Plan.    

8.  Jus-fy  the  purchase.  

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9.  Create  a  Sense  of  Urgency.  

•  Introductory  price/offer  

•  Limited  quan-ty  –  only  the  first  20  people  who  register  will  receive  a  free  white  paper  

•  Pricing  based  on  number  of  registra-ons  sold  

•  First  50  registra-ons  sell  for  $49  

•  Second  50  sell  registra-ons  for  $99  

•  Third  50  registra-ons  sell  for  $149  

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10.  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.  

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11.  Be  Specific.  

“Top  rated  educa-onal  program”    

or  

“97%  of  past  aLendees  rate  this  conference  as  one  of  the  most  important  

moves  in  advancing  their  career.”  

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12.  Create  a  Must-­‐Read  Headline.  

•  21  ways  to  rack  up  Facebook  fans  •  6  huge  twiLer  mistakes  brands  make  and  4  good  habits  

•  Are  you  spending  too  much  on  social  media?  •  Spend  small,  brand  big  •  Is  it  OK  for  leaders  to  tell  lies?  •  4  ways  to  reach  out  to  influencers  

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13.  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  Afer  the  Sale  

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14.  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  

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15.  Cut  your  copy  in  half!  

Provided  that  -­‐  -­‐  If  In  order  to  -­‐  -­‐  To  The  majority  of  -­‐  -­‐  Most  Accordingly  -­‐  -­‐  So  Facilitate  -­‐  -­‐  Help  Frequently  -­‐  -­‐  Ofen  

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16.  Use  Curiosity  to  Get  Them  Interested.  

Program:  Physicians  and  health  care  reform  

50%  of  Physicians  Report  Health  Care  Reform  

Worsened  Condi-ons  for  Their  Prac-ce  

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17.  Avoid  Clichés  –  Be  descrip-ve.  

They  will  make  your  marke-ng  invisible!  

wordle.net  

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18.  End  your  price  with  a  7  or  9.  

$139  will  typically  generate  more  sales  than  a  price  of  $130.    

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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.

19.  Leave  out  the  brochure.

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Are  you  looking  for  ways  to  cut  costs  yet  s-ll  deliver  great  service?  

Does  your  budget  limit  the  amount  of  con-nuing  educa-on  you  can  aLend  to  maintain  your  creden-al?  

20.  End  your  copy  with  a  ques-on.

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Design  the  brochure  so  that  it  can  easily  be  skimmed.    

When asked how young professionals (YP) first learned about their association, 76% of survey respondents selected colleagues and 56% selected employers. A significant percentage of young professionals also become aware of the association through the organization’s website (70%) and through their academic environment (66%).

How  do  young  professionals  first  learn  about  your  associaDon?  

Colleague  76%  

Website  70%  

21.  Use  graphics  instead  of  words.

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If  your  members  are  resistant  to  paying  $599  to  aLend  your  

educa-onal  conference,  try  offering  it  for  3  installments  of  $199    

22.  Offer  installments  to  lower  the  price.

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An  envelope  with  no  wri-ng  has  to  be  opened  to  see  what’s  inside.    

23.  Keep  your  envelope  blank.

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24.  Tell  a  story  that  is  bigger  than  you.

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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!    

25.  Use  a  P.S.  in  your  communica-ons.

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26.  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.  

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27.  Form  follows  func-on.

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28.  Ask  why  3  -mes  before  wri-ng. 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  marke-ng  training.  I  need  to  learn  how  to  stand  out!  

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How  to  write  marke-ng  copy  that  sells.    A  class  for  those  without  a  marke-ng  degree.  

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29.  Use  a  coupon  or  gif  card.

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30.  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.  

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31.  Add  a  Q  &  A  to  your  copy.

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32.  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.    

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33.  Compare  your  speaker  to  someone  famous.

John  Gerzema   Warren  Buffet  

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34.  Use  a  crowdsourcing  tool  –  slinkset.

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35.  Use  social  sharing  to  spread  the  word.

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36.  Use  white  space  to  draw  aLen-on.

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37.  Look  at  your  compe-tors.

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38.  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.    

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39.  Free  content  is  viral. Offer...  

•  Tips  

•  Whitepapers  •  Videos  

•  Expert  op-­‐eds  

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40.  Make  your  email  readable... when  images  are  disabled.  

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Q  &  A  Do  you  s-ll  have  ques-ons?    Contact  me.  

Sheri  Jacobs,  CAE,  President  +  Chief  Strategist  Avenue  M  Group,  LLC  

[email protected]  T.    847.236-­‐1920