FULL NIGHT — 9999894380 Call Girls In Dwarka Mor | Delhi
Acoem Presentation Nov 12 2009
1. How
to
Write
Marke-ng
Copy
that
Sells
Presented
by
Sheri
Jacobs,
CAE,
President
+
Chief
Strategist
Avenue
M
Group,
LLC
American
College
of
OccupaAonal
and
Environmental
Medicine
November
12,
2009
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
vacaAons.
11. Nikon
ad
copy
• 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
percepAon
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.
15. That’s
great.
But
I’m
selling
membership,
conferences
or
advocacy!
16. Your
challenges…
• Being
heard.
Gedng
my
message
read.
• Numerous
audiences
–
creaAng
a
segmentaAon
strategy
• Reaching
new
customers
and
prospects
within
current
audience
segments
• Reaching
new
audience
segments
• High
product
costs
–
downturn
economy
• Achieving
diversity
18. • How
to
get
emails
opened
and
read
• How
to
clarify
your
message
• How
to
determine
your
unique
selling
points
• How
to
develop
markeAng
that
stands
out
on
a
limited
budget
• How
to
make
minor
and
major
changes
to
improve
your
current
markeAng
efforts
• What
else?
21. Our
world
today…
• Total
saturaAon
• New
technologies
• Many
compeAng
forces
• A
recession
• Budget
cuts,
doing
more
with
less
• In
short…a
period
of
radical
change
22. MarkeAng
is
about
3
things…
1. Unique
value
to
the
audience.
2. IdenAfying
the
most
trusted
sources/channels.
3. The
right
words
to
connect
with
customers.
23. To sell anything you must…
• Know
everything
you
can
about
who
you
are
selling
to.
• Know
everything
you
can
about
what
you
are
selling.
• Know
everything
you
can
about
your
compeAAon.
• Know
everything
you
can
about
the
best
channels
to
reach
your
customers.
• Know
everything
you
can
about
what
moAvates
your
customers.
24. It
all
starts
with
understanding
your
prospects
and
what
you
are
offering.
25. Do
you
know?
• How
prospects
find
you?
• Why
do
they
join,
register
or
purchase?
• What
other
organizaAons
they
belong
to?
• What
they
need
based
on
their
size,
locaAon,
business
or
other
factors?
• What
is
keeping
them
up
at
night?
28. Ask
a
few
simple
quesAons.
How
onen
do
you…
• Maintain
a
blog,
read
a
blog,
comment
on
a
blog.
• Write
reviews,
read
reviews.
• Maintain
a
facebook
page,
comment
on
a
facebook
page.
• Post
a
twijer
comment,
follow
others
on
twijer.
29. Listening
+
Engagement
Campaign
• How
do
members
describe
the
services
they
use?
• How
do
members
describe
the
problems
they
are
facing?
• What
types
of
soluAons
are
they
looking
for
in
specific
terms?
• What
suggesAons
are
other
members
offering
to
help
solve
their
problems?
30. 5
Steps
to
Engagement
• INVOLVE
-‐
listen
to,
live
the
social
web,
understand
it,
this
cannot
be
faked
• CREATE
-‐
make
relevant
content
for
communiAes
of
interest
• DISCUSS
-‐
no
conversaAon
around
it,
then
the
content
may
as
well
not
exist
• PROMOTE
-‐
acAvely,
respecqully,
promote
the
content
with
the
networks
• MEASURE
-‐
monitor,
interaAvely
develop
and
respond
or
be
damned!
34. Conduct
a
Benefit
Analysis
• Advantages:
Describe
what
disAnguishes
the
feature
as
unique
or
special.
What
makes
this
ajribute
special?
• MoAves:
MoAves
describe
what
the
features
saAsfy
as
a
result
of
buying
and
using
your
“product.”
• Benefits:
What
favorable
or
desired
experience
will
the
customer
derive
as
a
result
of
the
feature
and
advantage?
How
will
the
member/prospect
avoid
pain
or
gain
happiness?
• Evidence:
What
anecdotal
and
actual
data
do
we
have
to
back
up
our
claim?
35.
36. Create
a
Marke-ng
Brief
• What
differenAates
your
product
• How
to
stand
out
in
the
marketplace
• How
to
make
it
relevant
• How
to
make
it
believable
• How
to
make
a
connecAon.
38. How
do
you
compare?
What
do
prospects
see
when
they
look
at
other
medical
socieAes?
• MarkeAng
and
promoAons
• Segments
served
• Pricing
and
discounts
• Online
presence
(Google
search)
• Product
line
• Brand
strength
and
recogniAon
• Strengths
and
weaknesses
(resources,
staff
size)
45. Proof
of
Value
All
the
features
I
need
in
a
laptop.
$3,848+
vs.
$989
46. Proof
of
value
When
you
jusAfy
the
price
of
your
product
or
service,
you
add
value
to
your
offer
and
give
the
prospect
one
more
logical
reason
to
buy.
Show
two
pricing
opAons,
one
being
considerably
more
expensive.
• Premium
membership
and
regular
membership
• Your
organizaAon
vs.
compeAtor
• Regular
fee
vs.
special
offer
fee
47. Tone
What
is
the
nature
of
what
you
are
selling?
Is
it
Serious?
Fun?
Luxurious?
Inexpensive?
What
words
match
your
product?
•
Free,
freebies
•
Exclusive,
InvitaAon
only
•
PresAgious
•
Serious
48. Emo-on
What
emoAonal
needs
will
your
product
solve?
•
Staying
afloat
during
the
recession
• SorAng
through
an
avalanche
of
informaAon
• CommunicaAng
the
value
of
the
profession
• Budget
constraints
–
no
money
to
travel
and
ajend
conferences
• A
decline
in
residency
programs
and
the
specialty
49. How
Do
You
Handle
Objec-ons?
Raise
the
objecAons
and
then
resolve
them.
Don’t
ignore
objecAons.
If
cost
is
an
issue,
talk
about
it.
•
Membership
is
less
than
$2/day
•
Offer
freebies
to
offset
the
cost
to
ajend
a
meeAng
If
lack
of
Ame
is
a
concern…
•
Tell
how
ajendees
can
stay
connected
at
the
conference
50. MarkeAngProfs
Business-‐to-‐Business
Forum
2009
What
you
get
with
the
cost
of
registraAon:
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
ajendees
on
Facebook,
LinkedIn
and
Twijer.
5. Free
meals
throughout
the
enAre
conference
51. Involvement
&
Ownership
A
good
involvement
device
in
direct
response
adverAsing
has
doubled
and
even
tripled
response
rates.
“Write
down
3
issues
you
want
to
address
when
you
come
back
from
the
Coding
and
Classifica)on
for
the
Occupa)onal
Medicine
Office.
52. Storytelling
A
good
story
should
capture
a
person’s
ajenAon,
relate
the
product
or
service
to
the
sales
message,
and
help
you
bond
with
the
prospect.
53. Actual
Copy
WSAE
holds
eight
1/2
day
educaAonal
programs
each
year
presenAng
some
of
the
best
naAonal
and
state
speakers
discussing
cudng
edge
soluAons
to
the
challenges
faced
by
associaAon
execuAves.
54. Another
way
to
say
it:
WSAE
offers
educaAonal
programs
“that
are
worth
gedng
up
at
5:00
am
and
driving
halfway
across
the
state
to
ajend.”
56. Credibility
Examples
“Join
more
than
352,000
members”
“Top-‐rated
service
3
years
in
a
row”
“Selected
as
one
of
Chicago's
101
Best
and
Brightest
Companies
to
Work
For
by
the
NaAonal
AssociaAon
of
Business
Resources”
57.
58. Logic
In
today’s
economy,
people
need
to
jusAfy
the
purchase
–
membership,
ajendance,
adverAsing,
sponsorships.
•
RecogniAon
–
you
deserve
it
•
Savings
Remember
two
main
points
about
logic
as
a
trigger:
(1)
You
buy
on
emoAon
and
jusAfy
the
purchase
with
logic.
(2)
View
logic
as
the
answer
to
the
unspoken
objecAon,
“Why
should
I
buy
this
thing?”
59. EmoAon:
BMW.
The
UlAmate
Driving
Machine!
Logic:
UlAmate
efficiency.
Well
equipped.
No-‐cost
maintenance.
No-‐cost
BMW
Assist
Safety
Plan.
60. SaAsfacAon
Guarantee
UncondiAonal,
no-‐hassle,
money
back
guarantee
• Membership:
We
will
refund
your
money
if
you
are
not
saAsfied
-‐
up
unAl
the
very
last
day
of
your
membership.
• MeeAngs:
We
will
refund
your
money
and
let
you
keep
the
course
materials
if
you
are
not
completely
saAsfied.
What
type
of
guarantee
could
you
offer?
61. Sense
of
Urgency
• Introductory
price/offer
• Limited
quanAty
–
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
62. Exclusivity
• Create
a
sense
of
exclusivity
by
sedng
limitaAons
on
who
can
buy,
join
or
register.
• Offer
other
exclusive
products
to
prospects
have
parAcipated,
joined
or
ajended
a
session.
63. KISS
–
Keep
it
Stupid
and
Simple
Make
it
so
easy
to
register,
join
or
buy
that
all
the
customer
needs
to
do
is
pick
up
a
pen
and
sign
on
the
dojed
line.
Unless
you
are
going
for
exclusivity!
64. Be
Specific
Don’t
say
“Top
rated
educaAonal
program”
Say…
“95%
of
past
ajendees
of
the
OccupaAonal
Medicine
Board
Review
rate
this
course
as
one
of
the
most
important
moves
in
advancing
their
career.”
People
are
skepAcal
about
adverAsing.
Make
it
believable.
By
being
specific
you
sound
like
an
expert.
65. Create
a
Must-‐Read
Headline
The
enAre
purpose
of
the
headline/subject
line
is
to
get
the
prospect
to
read
the
next
line.
The
enAre
purpose
of
the
next
line
is
to
get
the
prospect
to
read
on.
And
so
on.
This
should
conAnue
unAl
the
prospect
takes
the
acAon
you
desire.
67. Use
How
to
or
a
Number
in
your
Title
• How
to
recognize
the
adverse
effects
of
chronic
lead
exposure
• How
to
apply
the
low
back
guidelines
to
clinical
pracAce
situaAons
• How
to
prepare
your
pracAce
for
the
changer
over
from
ICD-‐9
to
ICD-‐10
• 11
Emerging
Trends
in
Waterborne
Disease
• 9
Legal
Issues
you
should
know
about
Social
Networking
• 5
Ways
to
Evaluate
Financial
Policies
and
Rate
Impacts.
68. Use
the
word
“Because”
People
are
skepAcal.
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
-‐
-‐
Onen
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
CondiAons
for
their
PracAce
In
this
session,
you
will
understand
the
key
implicaAons
of
health
reform
legislaAon
impacAng
OEM
physicians.
The
session
will
cover
health
and
producAvity
strategies,
how
to
market
your
services,
and
the
key
condiAons
that
are
driving
up
cost.
71. Be
AuthenAc.
Show
your
personality.
People
are
drawn
to
real
people,
not
brands,
companies
or
organizaAons.
Forget
the
talking
points
and
encourage
your
volunteers
and
staff
to
speak
with
authenAcity.
Don’t
filter
their
comments.
Ajribute
comments
to
their
owners.
74. 15
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
acquisiAon
price
of
$139
will
typically
generate
more
revenue
and
members
than
a
price
of
$150.
75. 15
Ways
to
Get
People
to
Act
Now
2)
Build
your
campaign
around
a
metaphor:
•
Survey
•
CerAficate
•
Temporary
membership
card
•
Gin
card
•
InvitaAon
Make
them
stop
and
think.
76. 15
Ways
to
Get
People
to
Act
Now
3)
Use
the
P.S.
• Remind
buyers
of
a
special
gin
they
will
receive
if
they
respond.
• Emphasize
the
guarantee
• Repeat
the
key
benefit
• Provide
contact
informaAon
77. 15
Ways
to
Get
People
to
Act
Now
4)
Personalize
communicaAons
•
Segment
messages
•
“Dear
Sheri
Jacobs”
out
pulls
“Dear
Prospect”
by
30%
•
Use
Variable
Data
PrinAng
78. 15
Ways
to
Get
People
to
Act
Now
5)
Leave
out
the
brochure!
• Change
the
process
from
a
“sales
effort”
to
a
personal
communicaAon
• Test
with
a
brochure
and
without
79. 15
Ways
to
Get
People
to
Act
Now
6)
Tell
customers
what
will
happen
if
they
buy,
register
or
join
now
End
your
copy
by
telling
people
what
will
happen
–
use
your
most
powerful
benefit.
80. 15
Ways
to
Get
People
to
Act
Now
7)
Tell
people
what
will
happen
if
they
don’t
buy,
register
or
join!
Use
a
problem
that
they
won’t
be
able
to
solve
without
it.
81. 15
Ways
to
Get
People
to
Act
Now
8) End
your
copy
with
a
quesAon
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
sAll
deliver
great
service?
•
Do
you
want
to
know
how
other
nurses
handle
the
stress
of
the
job?
82. 15
Ways
to
Get
People
to
Act
Now
9)
Add
a
powerful
guarantee
Give
them
a
lifeAme
or
a
triple
your
money
back
guarantee.
83. 10
Ways
to
Get
People
to
Act
Now
10)
Add
a
FREE
bonus
to
your
offer
When
you
give
a
free
bonus
it
increases
the
product’s
perceived
value.
Free
is
also
viral.
84. 15
Ways
to
Get
People
to
Act
Now
11)
Create
a
no-‐risk
offer
Remove
any
risk
of
joining
your
organizaAon.
Offer
a
30-‐day
or
60-‐day
free
trial
of
membership.
To
ensure
the
prospect
has
the
chance
to
fully
uAlize
the
free
trial,
create
an
instant
membership
if
they
apply
online.
85. 15
Ways
to
Get
People
to
Act
Now
12)
Offer
installments
to
lower
the
perceived
price.
If
your
members
are
resistant
to
paying
$599
to
ajend
your
educaAonal
conference,
try
offering
it
for
three
installments
of
$199
86. 15
Ways
to
Get
People
to
Act
Now
13)
Avoid
all
capital
lejers,
all
italics
or
all
bold
words
These
formadng
features
should
only
be
used
to
highlight
one
or
two
words.
All
three
techniques,
when
used
for
more
than
one
word,
make
it
difficult
to
read.
87. 15
Ways
to
Get
People
to
Act
Now
14)
Keep
your
envelope
blank
An
envelope
with
no
wriAng
has
to
be
opened
to
see
what’s
inside.
88. 15
Ways
to
Get
People
to
Act
Now
15)
Add
a
Q
&
A
to
your
MarkeAng
Materials
QuesAon
and
Answer
secAons
are
like
Cliff
Notes.
Readers
have
grown
accustomed
to
thinking
that
most
of
their
quesAons
will
be
answered
quickly
and
succinctly
in
a
Q
&
A
secAon.
Add
a
Q
&
A
secAon
to
every
communicaAon
device
sent
to
members
or
prospects
from
your
organizaAon.
89. Plus,
use
these
5
important
words
1. Free
(shipping,
downloads,
reports)
2. Sign
up
3. Buy
4. Now
5. Thank
you
Sign
up
NOW
and
receive
a
FREE
report
on
[whatever].
Thank
you!
91. 10
Ways
to
Ensure
They
Open
Your
Email
1) Spend
Ame
wriAng
a
great
subject
line.
2) Use
the
“from”
line
to
brand
your
email.
3) Give
away
something
free.
Free
helps
things
go
viral.
4) Send
it
on
a
Tuesday
or
Thursday.
5) Focus
on
what
is
seen
in
the
preview
pane.
6) Add
urgency
to
your
email
with
a
deadline.
Offer
something
free
but
with
a
deadline.
(Free
shipping,
3
free
months
of
membership)
7) Avoid
capital
lejers
and
fancy
fonts.
8) Make
sure
your
email
is
readable
when
the
pictures
aren’t
downloaded.
9) Use
bullets
and
keep
your
copy
short.
No
long
paragraphs.
10) Test
one
variable
at
a
Ame
such
as
day,
offer,
copy.
92. 5
Ways
To
Use
Social
Media
To
Spread
Your
Message
1) Sign
up
for
an
account
at
AddThis.com
or
ShareThis.
Both
offer
a
free
social
sharing
tool
that
helps
organizaAons,
bloggers,
and
publishers
spread
their
content
across
the
web.
2) Find
out
where
and
how
your
members
access
emails.
If
they
access
them
from
their
mobile
phone
consider
using
text-‐only
rather
than
HTML.
3) Use
PR
Newswire
to
monitor
the
conversaAon
about
your
organizaAon
and
your
industry
93. 5
Ways
To
Use
Social
Media
To
Spread
Your
Message
4) Bring
your
copy
to
life
using
YouTube.
Create
a
video
and
put
it
on
YouTube.
5) Every
three
to
six
months,
research
what
keywords
are
most
applicable
to
what
you
are
selling.
IncorporaAng
the
right
key
words
will
increase
the
likelihood
that
your
prospects
will
find
you
when
they
conduct
an
online
search.
95. d up your
If we mixe llateral
rketi ng co r
ma othe
w ith an ould
ocia tion w ?
ass notice
an yone
96. 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.
847.849.3396
