State of the art communication and lead generation tool

Workshop Objectives  What do you need to consider before starting the campaign  Communicating in an on-line world  The power of PPP analytics – what to do during the campaign  Getting the most out of your campaign – what happens after the campaign has been run

Communication Challenges  It’s said that over 90% of how we communicate is through non-verbal cues like gestures and facial expressions  So what do we need to be mindful of when we can’t interact with whom we are communicating with

Golden Rules of Online Communication  Keep it simple –Write as if you were talking to a friend –Content needs to be powerful and to the point –Maintain interest –Concentrate on a single message  Make the message readable –Can it be quickly scanned? –Avoid long paragraphs and lots of words –Read and understood in 15 – 30 seconds –Less is more – can it fit on one screen?

Golden Rules of Online Communication  Use YOU and not We –Keep the focus on them  Consider benefits versus features –People buy benefits –WIIFT (What’s In It For Them)  Subject Line –Must grab attention –We all filter via the subject line –Subject line and first 3 words establish the tone

Golden Rules of Online Communication  Understand your audience –Know and write according to who is reading –Content relevancy is the key to success  Include calls to action –Use words that drive action: buy now, sign up today –Be hard hitting  Punctuate carefully –DON’T SHOUT –Limit exclamations and emoticons

Golden Rules of Online Communication  Sense of urgency –Encourage action right away –Overcome procrastination (sitting in the inbox)  Clarity –Good communication is about being clear –There can’t be room for misunderstanding –Don’t expect the readers to be mind readers

Time to Get Working  Group 1 – NRAS Australia  Group 2 – Zurich EziCover Life  Group 3 – Mortgage  Group 4 – Income Protection

Report Back  Considerations before the campaign?  2 Teasers  What to do during the campaign?  What to do after the campaign?

In Conclusion  Plan ahead  Remember the golden rules of communication  If you are looking at increasing your revenue – communication is only part of the action plan  Use the power of PPP and the analytics to filter and maximise your opportunity