marketing writing workshop: copy that brings in leads bethany foyt...
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Marketing Writing Workshop: Copy that Brings in Leads Bethany Foyt (
[email protected])Michelle Glennie (
[email protected]) The Partner Marketing Group
What’s in a Word??• Past Experiences• Stories• Feelings• Meaning• Inspiration
With words, the possibilities are ENDLESS!
The “Right” Words Can…• Build Relationships• Shorten Sales Cycles • Show Off Your Expertise• Improve Search Engine Optimization (SEO)
Words can bring in the ‘moola’!
How Do You Find the “Right” Words?
Answer three important questions and the words will come to YOU!
1. Who is your audience?2. Why should they care?3. What do you want them to do?
Activity 1: Promoting a WebcastSteps to Follow
1. Ask the important questions2. Write out one sentence that answers the questions3. Summarize it into 7 words or less
Tips• Try to include numbers• Give a sense of urgency• Pinpoint benefit words
Activity 1: Promoting a WebcastIs this a good title?“ Microsoft Dynamics GP in the Cloud”
Better Examples: “Are You Ready for the Cloud?”“ 3 Ways to Experience the Cloud”“5 Signs You Need to Consider the Cloud”
Activity 2: Email MarketingSteps to Follow
1. Ask the important questions2. Create a template3. Identify one or two pain points4. Explain how you can help them resolve those pain points5. Have a clear and strong call to action (CTA)
Tips• Place Call to Action at top of email AND bottom• Don’t lead with product features• Put important information “above the fold”
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Did you know? Using subject line symbols could get you noticed but…
- Don’t over use them- Make sure it suits your brand- Give them prominent placement
Activity 2: Email Marketing
Activity 3: Social Media PostSteps to Follow1. View the video2. Jot down key phrases3. Pick the value prop that
pertains most to your audience
Tips• Have fun! Be creative and informal• Keep it short and sweet• Have clear call to action (CTA)
Activity 3: Social Media PostIs this a good example?“Microsoft Dynamics is kicking it all the way to awesome.”
Better Examples:“Microsoft says you can have your cake and eat it too…view this video to learn how!”
“What does productivity mean to your company? This video on Microsoft Dynamics solutions makes it possible to be ‘productiver’!”
Activity 4: BloggingSteps to Follow1. Pick one keyword to focus on2. Answer important questions3. Create value proposition around the keyword4. Figure out an unique slant to that value proposition
Tips• Load title and first paragraph with keywords• Use informal jargon• Incorporate examples
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Did you know? Based on a survey by UBM TechWeb research conducted in March 2012
• 64% of respondents want facts and figures to support claims
• 41% only consider information that’s less than 12 months old
• 59% want competitive comparisons
Activity 5: Case StudySteps to follow1. Decide on client to interview2. Create questionnaire specific to that client keeping your value prop in mind3. Interview your client, taking notes and writing down quotes as you chat4. Draft your case study, outlining the situation first, then describing the solution
and benefits5. Create a sidebar with facts and figures
Tips• Ask your client for numbers to quantify benefits• Incorporate concrete examples• Use bullet points where possible• Include quotes throughout
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Did you know? Based on a survey by UBM TechWeb research conducted in March 2012
• 44% say there aren’t enough real world examples in vendor marketing materials
Activity 5: Case StudyNumbers Speak Louder than Words
• Accounting overhead reduction by 1/3
• 99% order accuracy
• Order entry processing time reduction from 5 minutes to 30 seconds
Numbers Speak Louder than Words
• Accounting overhead reduction by 1/3
• 99% order accuracy
• Order entry processing time reduction from 5 minutes to 30 seconds
Home and Hardware Distributor Speeds Up Order Processing By 300 Percent
With an inventory of approximately 1,000 SKUs, effective inventory management is critical. With Microsoft Dynamics NAV, warehouse staff can now scan multiple orders at the same time.
“We now process 60 sales orders per day, up from the previous 20.”
Jon Doe, CEO of ABC Distributor
Home and Hardware Distributor Speeds Up Order Processing By 300 Percent
With an inventory of approximately 1,000 SKUs, effective inventory management is critical. With Microsoft Dynamics NAV, warehouse staff can now scan multiple orders at the same time.
“We now process 60 sales orders per day, up from the previous 20.”
Jon Doe, CEO of ABC Distributor
Next Steps At Your Office1. Audit your current content2. Research your audience:
• Conduct research interviews every quarter• Ask sales team what questions they get
3. Map your content to stages of the sales cycle4. Create an editorial calendar
What Projects Are YOU Struggling With?• Contact me at [email protected]
• Let’s continue the learning on LinkedIn! Join The Partner Marketing Group and look out for “Writing Wednesdays”.
• Check out our writing services! http://www.thepartnermarketinggroup.com/marketing-services/
THANK YOUPlease complete your evaluation.