1. 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

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

3. I
love
my
camera!

6. 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.

7. Lumix Panasonic with mega
OIS image stabilizer.

8. 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.

9. Another
approach…Nikon
D40

10. 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%.

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

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

13. 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.”

14. 40
Ways
to
Improve
Response
Rates
Through
Powerful
Marke-ng
Copy

15. 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

16. 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.

17. 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

18. HEADLINE
I
need
to
learn
about
xyz,
but
I
can’t
afford
to
aLend
(or
I
have
too
much
to
do).

19. 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

20. 5.
Involvement
&
Ownership.
“Write
down
3
issues
you
want
to
address
when
you
come
back
from
the
AAMSE
2010
Annual
Conference”

21. 6.
Retell
stories
from
members.
AAHPM
helped
reverse
an
FDA
We
give
ruling
to
stop
the
produc-on
of
oral
morphine
members
the
tools
they
need
to
blah,
blah,
blah,
blah,
blah,
blah.

22. 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.

23. 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?”

24. 8.
Jus-fy
the
purchase.
Emo-on:
BMW.
The
Ul-mate
Driving
Machine!
Logic:
Ul-mate
efficiency.
Well
equipped.
No-­‐cost
maintenance.
No-­‐cost
BMW
Assist
Safety
Plan.

25. 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

26. 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.

27. 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.”

28. 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

29. 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

30. 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

31. 15.
Cut
your
copy
in
half!
Provided
that
-­‐
-­‐
If
In
order
to
-­‐
-­‐
To
The
majority
of
-­‐
-­‐
Most
Accordingly
-­‐
-­‐
So
Facilitate
-­‐
-­‐
Help
Frequently
-­‐
-­‐
Ofen

32. 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

33. 17.
Avoid
Clichés
–
Be
descrip-ve.
They
will
make
your
marke-ng
invisible!
wordle.net

34. 18.
End
your
price
with
a
7
or
9.
$139
will
typically
generate
more
sales
than
a
price
of
$130.

35. 19.
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.

36. 20.
End
your
copy
with
a
ques-on.
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?

37. 21.
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 associaDon?
56% selected employers. A significant Colleague
76%
percentage of young professionals also
become aware of the association
through the organization’s website
(70%) and through their academic Website
70%
environment (66%).

38. 22.
Offer
installments
to
lower
the
price.
If
your
members
are
resistant
to
paying
$599
to
aLend
your
educa-onal
conference,
try
offering
it
for
3
installments
of
$199

39. 23.
Keep
your
envelope
blank.
An
envelope
with
no
wri-ng
has
to
be
opened
to
see
what’s
inside.

40. 24.
Tell
a
story
that
is
bigger
than
you.

41. 25.
Use
a
P.S.
in
your
communica-ons.
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!

42. 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.

43. 27.
Form
follows
func-on.

45. 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!

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

47. 29.
Use
a
coupon
or
gif
card.

48. 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.

49. 31.
Add
a
Q
&
A
to
your
copy.

50. 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.

51. 33.
Compare
your
speaker
to
someone
famous.
John
Gerzema
Warren
Buffet

52. 34.
Use
a
crowdsourcing
tool
–
slinkset.

53. 35.
Use
social
sharing
to
spread
the
word.

54. 36.
Use
white
space
to
draw
aLen-on.

55. 37.
Look
at
your
compe-tors.

56. 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.

57. 39.
Free
content
is
viral.
Offer...
• Tips
• Whitepapers
• Videos
• Expert
op-­‐eds

58. 40.
Make
your
email
readable...
when
images
are
disabled.

62. 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