Marketing Writing Workshop: Copy that Brings in Leads Bethany Foyt Michelle Glennie 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 Webcast Steps to Follow 1.Ask the important questions 2.Write out one sentence that answers the questions 3.Summarize it into 7 words or less Tips Try to include numbers Give a sense of urgency Pinpoint benefit words

Activity 1: Promoting a Webcast Is 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: Marketing Steps to Follow 1.Ask the important questions 2.Create a template 3.Identify one or two pain points 4.Explain how you can help them resolve those pain points 5.Have a clear and strong call to action (CTA) Tips Place Call to Action at top of AND bottom Don’t lead with product features Put important information “above the fold”

8 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: Marketing

Activity 3: Social Media Post Steps to Follow 1.View the video 2.Jot down key phrases 3.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 Post Is 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: Blogging Steps to Follow 1.Pick one keyword to focus on 2.Answer important questions 3.Create value proposition around the keyword 4.Figure out an unique slant to that value proposition Tips Load title and first paragraph with keywords Use informal jargon Incorporate examples

13 Did you know? Based on a survey by UBM TechWeb research conducted in March % 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 Study Steps to follow 1.Decide on client to interview 2.Create questionnaire specific to that client keeping your value prop in mind 3.Interview your client, taking notes and writing down quotes as you chat 4.Draft your case study, outlining the situation first, then describing the solution and benefits 5.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

16 Did you know? Based on a survey by UBM TechWeb research conducted in March % say there aren’t enough real world examples in vendor marketing materials

Activity 5: Case Study 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

Next Steps At Your Office 1.Audit your current content 2.Research your audience: Conduct research interviews every quarter Ask sales team what questions they get 3.Map your content to stages of the sales cycle 4.Create an editorial calendar

What Projects Are YOU Struggling With? Contact me at Let’s continue the learning on LinkedIn! Join The Partner Marketing Group and look out for “Writing Wednesdays”. Check out our writing services!

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