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State of the art communication and lead generation tool
Workshop Objectives
What do you need to consider before starting the campaign
Communicating in an on-line world The power of PPP analytics – what to do during the
campaign Getting the most out of your campaign – what happens
after the campaign has been run
Communication Challenges
It’s said that over 90% of how we communicate is through non-verbal cues like gestures and facial expressions
So what do we need to be mindful of when we can’t interact with whom we are communicating with
Golden Rules of Online Communication
Keep it simple– Write as if you were talking to a friend– Content needs to be powerful and to the point– Maintain interest– Concentrate on a single message
Make the message readable– Can it be quickly scanned?– Avoid long paragraphs and lots of words– Read and understood in 15 – 30 seconds– Less is more – can it fit on one screen?
Golden Rules of Online Communication
Use YOU and not We– Keep the focus on them
Consider benefits versus features– People buy benefits– WIIFT (What’s In It For Them)
Subject Line– Must grab attention– We all filter via the subject line– Subject line and first 3 words establish the tone
Golden Rules of Online Communication
Understand your audience– Know and write according to who is reading– Content relevancy is the key to success
Include calls to action– Use words that drive action: buy now, sign up today– Be hard hitting
Punctuate carefully– DON’T SHOUT– Limit exclamations and emoticons
Golden Rules of Online Communication
Sense of urgency– Encourage action right away– Overcome procrastination (sitting in the inbox)
Clarity– Good communication is about being clear– There can’t be room for misunderstanding– Don’t expect the readers to be mind readers
Time to Get Working
Group 1 – NRAS Australia Group 2 – Zurich EziCover Life Group 3 – Mortgage Group 4 – Income Protection
Report Back
Considerations before the campaign?
2 Teasers
What to do during the campaign?
What to do after the campaign?
In Conclusion
Plan ahead
Remember the golden rules of communication
If you are looking at increasing your revenue – communication is only part of the action plan
Use the power of PPP and the analytics to filter and maximise your opportunity
