Impact Publications : MICEBTN-68
Page 48 • MICEBTN - SEPT-NOV 2017 guest writer Swap ‘I’ for ‘you’ in your marketing material and see a huge difference HOW good is the conference marketing material you pre- pare? If you want three ways to significantly improve your success with them, read on. I recently received an email from a delegate who had attend- ed a conference where I was a speaker. He had prepared his first on-line newsletter and sent it to me to review. I obliged. My quick tip https://debbiespeaks.com/ newsletter/newsletter-current/ newsletter was one of the first in Australasia, and it’s still going strong – 16 years on. Here are the three tips I gave him. 1. Them. not you Almost every piece of market- ing material, proposal, sales pres- entation that I see has the wrong I/You ratio. I/You is the amount of ‘I, me, us, we’ compared to the ‘you, your’ in the material. Prospective delegates care more about themselves than about their suppliers, yet most marketing material focuses on how wonderful ‘we’ are. How great ‘we’ do. Take a look at your own marketing communications and work out the ratio. Replace your references with a custom- er-focused ‘what’s in it for you’ strategy. How will attending an event make them more success- ful? How will it help earn them more customers, more money? 2. Quantify Following on from how you make them more successful – I have a saying: Money talks, Fluff walks. Put a dollar value on how they’ll benefit. Measure their rate of return. This exercise is easier than you might think. Will they learn how to save time from some of the presenters? Put a value on it by estimating how much time it will save per annum multiplied by the value of that person’s time (their wage per hour, salary). Can they learn how to reduce stress? Does Debbie Mayo-Smith is one of Australia’s most-sought-after motivational speakers and trainers. Sign up for her quick tip newsletter here. http://debbiespeaks. com/newsletter/newsletter-sign-up/ To have Debbie speak at your next event or train your team, call 64 27 575 5359 or visit her at www.debbiespeaks.com that lead to happier employees and reduce staff turnover? You can quantify the recruitment costs saved and productivity gains. Help them make more sales or increase turnover. Take the average value of one sale (you can even factor in the lifetime value of that one new client) multiplied by the number of new ones expected. You can get the base infor- mation any number of ways. Research on the Internet. Their competitors. Annual reports. Talk to HR professionals about salary levels. Colleagues in that industry. Allies within that com- pany. 3. Edit, edit, edit Simply put – people are vastly overwhelmed with the volume of communications. No one has time any more. Go through and edit out extra words. Take a newsletter with 10 articles and make it two newsletters of five articles.