99 ideas powerful marketing that sells nahb
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99 Ideas: Powerful Marke2ng Tac2cs That Sell Presented by Sheri Jacobs, CAE President + Chief Strategist Avenue M Group, LLC Na2onal Associa2on of Home Builders 2010 Execu2ves Officers Council Seminar
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Transcript of 99 ideas powerful marketing that sells nahb
99 Ideas: Powerful Marke2ng Tac2cs That Sell
Presented by Sheri Jacobs, CAE
President + Chief Strategist Avenue M Group, LLC
Na2onal Associa2on of Home Builders 2010 Execu2ves Officers Council Seminar
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 liPing the pen from the paper.
99 Ways to Improve Response Rates Through Powerful Marke2ng
Copy
Know everything you can about… 1. What you are selling.
2. Who you are selling to.
3. Your compe22on 4. The factors that influence a
decision.
5. How you want them to act.
Know everything you can about WHAT you are
selling.
1. Know what you are selling.
Conduct an Asset Audit Associations Now
(Print) Annual Conference
Audience(s) Served All CEOs, Senior Staff
Referral rating (10=high) 10 2
Uses technology to deliver No Yes
Tangible or measurable Yes Yes
Costs less than $500 Yes No
2. Iden2fy at least one thing different • Reputa2on
• Depth + breadth of offerings
• Network connec2ons • Price/value
• 24/7 access to informa2on
3. Interview the product manager • What are the objec2ves?
• Who is the audience?
• What interes2ng facts or stories may be relevant to what you are trying to sell?
Know everything you can about WHO you are selling to.
Know everything you can about WHO 4. Review customer service inquiries
5. Conduct a member needs assessment.
6. Ask new members within 30 days why they joined.
7. Create a social media profile of your members.
Know everything you can about WHO 8. Iden2fy your top influencers
9. Create ways for members to generate buzz
10. Create an internal social media listening group.
Know everything you can about your COMPETITION.
11. Iden2fy + track your compe2tors.
12. Put yourself in your members’ shoes
Know everything you can about what MOTIVATES people
to buy.
13. Show proof of value
Don’t lower the price, add more value.
14. Take away the risk in a BIG way.
• Offer a FREE 1-‐year trial.
• Guarantee sa2sfac2on for 365 days.
• Ask for no money down when you take an applica2on or registra2on.
15. Tap into the emo2onal needs.
What emo2onal needs will your product solve? • Staying afloat during the recession
• Providing a work/life balance
• Sor2ng through an avalanche of informa2on
• Budget constraints – no money to travel and alend conferences
16. Address objec2ons
Too expensive? • Membership is less than $2/day • Offer LOTS of freebies to offset the cost to
alend a mee2ng.
Lack of 2me? • Tell how alendees can stay connected at the
conference
A good involvement device in direct response adver2sing has doubled and even tripled response rates.
“Write down 3 issues you want to address when you come back from the the NAHB 2010 EOC Seminar”
17. User involvement & ownership
18. Tell a REAL story.
WSAE offers educa2onal programs “that are worth gerng up at 5:00 am and driving halfway across the state to alend.”
19. Add personality.
Show a personality.
Use real photos, real words and real
stories. People connect
with people.
20. Establish credibility quickly.
21. Jus2fy the purchase.
1. You buy on emo2on and jus2fy the purchase with logic.
2. View logic as the answer to the unspoken objec2on, “Why should I buy this thing?”
Emo2on: BMW. The Ul2mate Driving Machine!
Logic: Ul2mate efficiency. Well equipped. No-‐cost maintenance. No-‐cost BMW Assist Safety Plan.
22. Create a Sense of Urgency
• Introductory price/offer
• Limited quan2ty – only the first 20 people who register will receive a free white paper
• Pricing based on number of registra2ons sold
• First 50 registra2ons sell for $49
• Second 50 sell registra2ons for $99
• Third 50 registra2ons sell for $149
23. End your price with a 7 or 9
$139 will typically generate more sales than a price of $130.
If your members are resistant to paying $599 to alend your educa2onal conference, try
offering it for 3 installments of $199
24. Offer installments to lower the price.
25. 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.
26. Be Specific
“Top rated educa2onal program”
or
“97% of past alendees rate this conference as one of the most important moves learning how to reach new home
buyers.”
27. Focus on the first sentence.
1. Is it short?
2. Is it easy to read?
3. Is it compelling?
28. Create a Must-‐Read Headline.
• It’s possible to miss an en2re gorilla • When was the last 2me you WOWed your members? • Nothing sinks a marke2ng campaign faster • 6 Ideas we guarantee will improve your brand’s image • 11 Great tweets from the Great Ideas Conference • 3 Ways to get a prospect to buy • Marke2ng to Gen X and Gen Y
29. Use the words “How to”
Old Headlines (Actual 2tles) • Search Engine Op2miza2on Secrets • Excep2onal Customer Service Builds Business
Revised Headlines • How to Appear on Page One of Google • How to Grow Your Business and Keep Clients Happy APer the Sale
30. Use a number in your copy
The numbers 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 Open House Or
11 Steps to a Successful Open House
31. Cut your copy in half!
Provided that -‐ -‐ If In order to -‐ -‐ To The majority of -‐ -‐ Most Accordingly -‐ -‐ So Facilitate -‐ -‐ Help Frequently -‐ -‐ OPen
32. Create a sense of exclusivity
• Create a sense of exclusivity by serng limita2ons on who can buy, join or register.
• Offer other exclusive products to prospects have par2cipated, joined or alended a session.
33. Use Curiosity to Get Them Interested
NAHB to Sue EPA Over Lead Paint Regula2ons
New lead paint regula2ons will increase costs to 78 million homeowners
34. 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 associa2on.
3. Use the conversa2onal tone in your copywri2ng.
4. Address the ques2ons.
35. Ask why 3 2mes before wri2ng. 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 marke2ng training. I need to learn how to stand out!
How to write marke2ng copy that sells. A class for those without a marke2ng degree.
36. Avoid Clichés
They will make your marke2ng invisible!
wordle.net
37. 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.
Are you looking for ways to cut costs yet s2ll deliver great service?
Does your budget limit the amount of con2nuing educa2on you can alend?
38. End your copy with a ques2on
39. Add the word “You” to your copy. Instead of..
We connect great ideas and great people to inspire leadership and achievement in the associa2on community.
Use…
YOU will be connected with great ideas and great people.
40. 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.
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%
41. Use graphics instead of words.
42. Use white space to draw alen2on.
43. Use photos that build the brand.
An envelope with no wri2ng has to be opened to see what’s inside.
44. Keep your envelope blank.
45. Form follows func2on.
46. Tell a story that is bigger than you.
47. Use a coupon or giP card.
48. Add a Q & A to your copy.
49. Compare your speaker to someone famous
Warren Buffet Sheri Jacobs
50. Use a crowdsourcing tool -‐ slinkset
51. Use social sharing to spread the word
52. Borrow a page from Facebook
53. Bring your copy to life with YouTube
54. Monitor your keywords
55. Create a linking strategy
Who has content on their web site that your organiza2on would want to link to?
Start building connec2ons and links.
56. Highlight key info in the preview pane.
57. Cut down on the copy in your email
58. Clearly iden2fy yourself in emails
59. Offer free content to go viral
• Tips
• Whitepapers
• Videos
• Expert op-‐eds
60. Use a compelling benefit
• A new way to conduct a job cost analysis
• Alrac2ng financing for new sites
• Ways to increase sales to ac2ve adults
61. 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.
62. Test different subject lines
• How to save $100 at this year’s conference
• Early bird registra2on
• What would you do with $100?
63. Make email readable… when images are disabled.
64. 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
65. Brand your email with the “from” line
From: HBA of Greater Chicago
Date: August 5, 2010
To: Sheri Jacobs
Subject: Webinar: A New Way to Measure…
66-‐ 72. More 2ps to get your emails read 66. Offer a table of contents. 67. Retell stories you hear from members.
68. Share relevant research informa2on.
69. Share 2ps from members.
70. Be an aggregator. 71. Have an opinion. 72. Share other opinions.
73. Be Different
Highlight at least one thing that is
different about you.
70 -‐ 78. Use a P.S. 74. Emphasize your guarantee
75. Repeat your key benefit
76. Repeat your limited 2me offer
77. Provide contact informa2on
78. Showcase a special giP
75% of recipients read the P.S. first!
Take a risk.
Try something completely new.
79. Give away 200 membership
Or give a free registra2on to
every 10th person.
80. Change your new member kit.
81. Use Reposi2oning Post-‐it ™ Notes
Alract the next genera2on of members.
82-‐88. Alract the next genera2on 82. Use direct mail
83. Lower the price 84. Provide online peer-‐reviews 85. Create a sense of ownership 86. Use contests 87. Demonstrate diversity 88. Make it social.
89-‐99. Engage members in the marke2ng 89. Ask members to review events and post real
comments – good + bad online
90. Invite members to make predic2ons about the future – and share it
91. Interview members
92. Highlight member achievements
93. Create a statement from the community
94. Ask members to contribute op-‐ed pieces
95. Encourage members to be guest columnists
89-‐98. Engage members in the marke2ng 96. Summarize the latest advice from the
trenches.
97. Ask members to par2cipate in a news roundup.
98. Create a successful failures column
The last 7 words spoken by all
failed companies are…
99. Take a risk.
But we’ve always done it that way.
Q & A Do you s2ll have ques2ons? Contact me.
Sheri Jacobs, CAE, President + Chief Strategist Avenue M Group, LLC
[email protected] T. 847.849.3396
