1. Recruitment,
Reten,on
+
Registra,on
Powerful
Marke-ng
Tac-cs
That
Sell
Presented
by
Sheri
Jacobs,
CAE
President
+
Chief
Strategist
Avenue
M
Group,
LLC
American
Nurses
Associa-on
January
6,
2011

2. Name
something
you’ve
recently
bought
that
you
really
love.
Why
do
you
love
it?

3. I
love
my
camera!

6. Why
do
I
love
my
camera?
•
It
fits
into
my
pocket
•
I
can
take
pictures
anywhere
•
It’s
so
easy
to
use;
I
actually
appear
in
family
photos

8. Nikon
took
a
different
approach
Easy
to
use
Real
people,
real
stories
Changed
percep-ons
Increased
market
share
by
30%

9. People don’t read ads.
They read what
interests them
and sometimes
that happens to
be an ad.

10. That’s
great
but
I’m
selling
membership
or
educa-on

11. What
do
nurses
love
about
belonging
to
their
state
associa-on?

12. Know
everything
you
can
about…
1. What
you
are
selling
2. Who
you
are
selling
to
3. Your
compe--on
4. The
factors
that
influence
a
decision
5. How
you
want
them
to
act

13. Know
what
you
are
selling
Conduct
an
Asset
Audit
Offering Advance
Staff
Nurses Educators Students
Prac3ce
Nurses
Access
to
Associa3on
X X
staff
for
help
7
Tips
for
Using
the
X
Web
Student
Nurse
Poli3cal
X
Ac3on
Day

14. Iden-fy
at
least
one
unique
difference
• Reputa-on
• Depth
+
breadth
of
offerings
• People
/
Members
• Unique
content
• What
else?

15. Interview
the
speaker/content
expert
• What
are
the
objec-ves?
• Who
is
the
audience?
• What
interes-ng
facts
or
stories
may
be
relevant
to
what
you
are
trying
to
sell?

16. Know
everything
you
can
about
WHO
you
are
selling
to

17. Know
everything
you
can
about
WHO
1. Review
customer
service
inquiries
2. Conduct
a
member
needs
assessment
3. Ask
new
members
within
30
days
why
they
joined
4. Create
a
social
media
profile
of
your
members

18. Social
Media
Profile
1. Frequency
-­‐
How
ogen?
When?
2. Usage
-­‐
Is
it
personal
or
professional?
3. Plahorm
-­‐
Facebook?
Twiier?
4. Trust
-­‐
What
sources?
How
much?
5. Topics
-­‐
What
are
they
talking
about?

19. Know
everything
you
can
about
your
COMPETITION

20. Iden-fy
+
track
your
compe-tors
Who
else
is
your
compe--on?

21. Know
everything
you
can
about
how
to
move
people
to
ac-on:
39
Great
Ideas

22. Connect
the
dots
with
Ÿ Ÿ Ÿ
four
straight
Ÿ Ÿ Ÿ
lines
without
liging
the
pen
Ÿ Ÿ Ÿ
from
the
paper.

23. 1.
Show
proof
of
value
Don’t
lower
the
price,
add
more
value.

24. 2.
Take
away
the
risk
in
a
BIG
way
• Offer
a
FREE
1-­‐year
trial.
• Give
members
3
free-­‐trial
gig
cards
to
give
away.
• Guarantee
sa-sfac-on
for
365
days.
• Ask
for
no
money
down
when
you
take
an
applica-on
or
registra-on.

25. We
guarantee
it!

26. We
guarantee
it!

27. We
guarantee
it!
We
can’t
guarantee
higher
job
sa-sfac-on
but
we
can
make
this
promise:
If
you
don’t
love
your
membership,
we’ll
refund
your
money.

28. 3.
Tap
into
the
emo-onal
needs
What
emo-onal
needs
will
your
product
solve?
Talk
about
real
issues.
• Safety
in
the
workplace
• Finding
a
sa-sfying
job
that
pays
well
• Take
na-onal
issues
and
make
them
local
(Home
Health
and
Improvement
Act)

29. 4.
Address
objec-ons
Too
expensive?
• Membership
is
less
than
$2/day
• Offer
LOTS
of
freebies
to
offset
the
cost
to
aiend
a
mee-ng
Lack
of
-me?
• Tell
how
aiendees
can
stay
connected
at
the
conference

30. 5.
User
involvement
&
ownership
A
good
involvement
device
in
direct
response
adver-sing
has
doubled
and
even
tripled
response
rates.
“Write
down
3
issues
you
want
to
address
when
you
come
back
from
the
2011
Nursing
Summit.

31. 6.
Tell
a
REAL
story
LSNA
offers
educa,onal
programs
“that
are
worth
geGng
up
at
5:00
am
and
driving
halfway
across
the
state
to
aKend.”

32. 7.
Add
personality
Show
a
personality.
Use
real
photos,
real
words
and
real
stories.
People
connect
with
people.

33. 8.
Increase
your
credibility
First
lady
underscores
nurses’
crucial
role

34. 9.
Jus-fy
the
purchase
You
buy
on
emo-on
and
jus-fy
the
purchase
with
logic.
View
logic
as
the
answer
to
the
unspoken
objec-on,
“Why
should
I
join
this
organiza-on?”

35. Emo-on:
I
love
gadgets.
Logic:
My
sunglasses
cost
more
than
the
Kindle.

36. 10.
Create
a
Sense
of
Urgency
• Use
a
countdown
to
create
excitement
• 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
10
registra-ons
sell
for
$49
• Second
10
sell
registra-ons
for
$99
• Third
10
registra-ons
sell
for
$149

37. 11.
End
your
price
with
a
7
or
9
$139
will
typically
generate
more
sales
than
a
price
of
$130.

38. 12.
Offer
installments
to
lower
the
price
If
your
members
are
resistant
to
paying
$599
to
aiend
your
educa-onal
conference,
try
offering
it
for
3
installments
of
$199

39. 13.
Keep
it
simple
and
easy
Make
it
so
easy
to
register,
join
or
buy
that
all
the
prospect
needs
to
do
is
click
or
sign
on
the
doied
line.

40. 14.
Be
Specific
“Top-­‐rated
educa-onal
programs”
or
“95%
of
past
aKendees
rate
INA
educa,onal
programs
as
the
best
way
to
earn
their
CE
credits.”

41. 15.
Be
an
Authority
Show
your
creden-als.

42. 16.
Create
a
Must-­‐Read
Headline.
• It’s
possible
to
miss
an
en-re
gorilla
• When
was
the
last
-me
you
WOWed
your
members?
• Nothing
sinks
a
marke-ng
campaign
faster
• 6
Ideas
we
guarantee
will
improve
your
brand’s
image
• 3
Ways
to
get
a
prospect
to
buy

43. 17.
Use
the
words
“How
to”
Old
Headlines
(Actual
-tles)
• Search
Engine
Op-miza-on
Secrets
• Mastering
Your
Financial
Future
Revised
Headlines
• How
To
Appear
On
Page
One
Of
Google
• How
To
Ensure
You
Have
Enough
Income
To
Re-re

44. 18.
Use
an
unusual
number
The
numbers
5
and
0
feel
manufactured.
When
you
use
a
number
such
as
11
it
feels
more
real.
10
Common
Causes
of
Abdominal
Pain
Or
11
Common
Causes
of
Abdominal
Pain

45. 19.
Cut
your
copy
in
half
Provided
that
-­‐
-­‐
If
In
order
to
-­‐
-­‐
To
The
majority
of
-­‐
-­‐
Most
Accordingly
-­‐
-­‐
So
Facilitate
-­‐
-­‐
Help
Frequently
-­‐
-­‐
Ogen

46. 20.
Use
Curiosity
to
Get
Them
Interested
“70%
of
R.N.s
are
projected
not
to
have
sufficient
re-rement
income.”

47. 21.
Ask
why
3
-mes
before
wri-ng
Marke-ng
101

48. 21.
Ask
why
3
-mes
before
wri-ng
Why
did
you
register
for
this
conference?
We
are
struggling
with
membership
recruitment

49. 21.
Ask
why
3
-mes
before
wri-ng
What
is
the
challenge?
It
is
so
difficult
to
cut
through
the
cluier;
to
get
someone
to
open
my
mailing
and
respond.

50. 21.
Ask
why
3
-mes
before
wri-ng
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!

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

52. 22.
Avoid
Clichés
They
will
make
your
marke,ng
invisible!
wordle.net

53. 23.
Leave
out
the
brochure
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.

54. 24.
End
your
copy
with
a
ques-on
Does
your
budget
limit
the
amount
of
con-nuing
educa-on
you
can
aiend?

55. 25.
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
connect
with
great
ideas
and
great
people.

56. 26.
Select
channels
based
on
audience
Generation Y
Generation X
Boomers
56

57. 27.
Edit
your
copy
1. Eliminate
“that”
words
2. Eliminate
“the”
words
3. Edit
for
rhythm
4. Combine
sentences
5. Rearrange
thoughts
so
they
flow
beKer

58. 28.
Use
graphics
instead
of
words
Design
the
brochure
so
that
it
can
easily
be
skimmed.
When asked how young professionals
(YP) first learned about their How
do
young
professionals
association, 76% of survey first
learn
about
your
respondents selected colleagues and associa3on?
56% selected employers. A significant
percentage of young professionals also Colleague
76%
become aware of the association
through the organization’s website
(70%) and through their academic Website
70%
environment (66%).

59. 29.
Use
white
space
to
draw
aien-on

60. 30.
Offer
addi-onal
value
What’s
included:
•
One
FREE
Online
CE
Course
•
FREE
Access
to
full-­‐,me
staff
•
FREE
Subscrip,on
to
Illinois
Nurse
•
What
else?

61. 31.
Keep
your
envelope
blank
An
envelope
with
no
wri-ng
has
to
be
opened
to
see
what’s
inside.

62. 32.
Form
follows
func-on

64. 33.
Tell
a
story
that
is
bigger
than
you

65. 34.
Use
a
coupon
or
gig
card

66. 35.
Add
a
Q
&
A
to
your
copy

67. 36.
Compare
your
speaker
to
someone
famous
Sheri
Jacobs Warren
Buffet

68. 37.
Bring
your
copy
to
life
with
YouTube
Don’t
create
a
video
brochure!
68

69. 38.
Monitor
your
keywords

70. 39.
Use
a
P.S.
• Emphasize
your
guarantee
• Repeat
your
key
benefit
• Repeat
your
limited
,me
offer
• Provide
contact
informa,on
• Showcase
a
special
gia
75%
of
recipients
read
the
P.S.
first!

71. Bonus:
Email
Tips

72. Clearly
iden-fy
yourself
in
emails

73. Make
email
readable
when
images
are
disabled

74. Send
a
series
of
emails
Break
content
into
parts
and
send
a
series
of
e-­‐mails.
• Include
links
to
all
content
• Label
content
as
part
of
a
series
• Provide
other
resources

75. Brand
your
newsleier
with
the
“from”
line
From:
ANA
NewsleKer
Date:
August
5,
2010
To:
Sheri
Jacobs
Subject:
A
man’s
got
to
know
his
limita,ons

76. More
-ps
to
get
your
emails
read
• Offer
a
table
of
contents.
• Retell
stories
you
hear
from
members.
• Share
relevant
research
informa,on.
• Share
,ps
from
members.
• Be
an
aggregator.
• Have
an
opinion.
• Share
other
opinions.

77. Take
a
risk.
Try
something
completely
new.

78. Give
away
50
memberships
Or
give
a
free
registra-on
to
every
10 th
person.

79. Change
your
new
member
kit.

80. The last 7 words
spoken by all
failed companies
are…

81. But we’ve
always done
it that way.

82. Q
&
A
Do
you
s-ll
have
ques-ons?
Contact
me.
Sheri
Jacobs,
CAE,
President
+
Chief
Strategist
Avenue
M
Group,
LLC
jacobs@avenuemgroup.com