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

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

Why do you love it?

I  love  my  camera!  

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.  

Lumix Panasonic with mega OIS image stabilizer.

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.  

Another  approach…Nikon  D40  

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%.  

They read what interests them and sometimes

that happens to be an ad.

People don’t read ads.

  " "

  " "

  " "

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

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.”  

40  Ways  to  Improve  Response  Rates  Through  Powerful  Marke-ng  

Copy  

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  

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.  

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  

HEADLINE  

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

much  to  do).  

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  

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

5.  Involvement  &  Ownership.  

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  

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.  

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?”  

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.  

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  

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.  

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.”  

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  

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  

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  

15.  Cut  your  copy  in  half!  

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

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  

17.  Avoid  Clichés  –  Be  descrip-ve.  

They  will  make  your  marke-ng  invisible!  

wordle.net  

18.  End  your  price  with  a  7  or  9.  

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

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.

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.

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.

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.

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

23.  Keep  your  envelope  blank.

24.  Tell  a  story  that  is  bigger  than  you.

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.

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.  

27.  Form  follows  func-on.

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!  

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

29.  Use  a  coupon  or  gif  card.

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.  

31.  Add  a  Q  &  A  to  your  copy.

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.    

33.  Compare  your  speaker  to  someone  famous.

John  Gerzema   Warren  Buffet  

34.  Use  a  crowdsourcing  tool  –  slinkset.

35.  Use  social  sharing  to  spread  the  word.

36.  Use  white  space  to  draw  aLen-on.

37.  Look  at  your  compe-tors.

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.    

39.  Free  content  is  viral. Offer...  

•  Tips  

•  Whitepapers  •  Videos  

•  Expert  op-­‐eds  

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

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