Wednesday, March 31, 2010

What’s in it for Me? Increasing Your Sales/Donations with More Persuasive Content

As a business or nonprofit professional, you want to maximize the effectiveness of your marketing materials. Frequently the best way to improve tools like mailings and your website is to tweak your content so that it goes beyond simply informing your readers. You want to persuade them to take specific actions—schedule a meeting, buy a product or service, attend an event, volunteer, make a donation.

What’s the single most important thing you can do to engage your readers? Keep your content tuned to everyone’s favorite station—WIIFM (“What’s In It For Me”). As a matter of survival, we tend to filter all incoming stimuli based on how it will impact us personally. The more you can define, understand, and empathize with the wants and needs of your target market, the stronger your content will be.

When you sit down to write your postcard text or newsletter articles, focus on the benefits of your offerings to the reader, not features. For example, say that you’ve added online ordering or donating to your website. Before describing in detail how and where to click and what info your customer will need to enter (features), you’ll want to focus on the ease and convenience of 24–7 access, no need to hunt for a stamp, etc. (benefits). Yes, you might have to explain the details of your new offering. What is most critical to convey, however, is why the person reading should care. Spell out how what you can provide will make his or her life better.

More quick tips on writing persuasively:

• Except in the most formal of documents, address the reader as “you.”
   
• Create a sense of urgency: “Donate by April 30 and your gift will be matched.” “Use our accounting services for your business and receive a 20% discount on the preparation of your personal tax returns—if you commit by February 1.”
   
• Tell a story. If you want to connect with readers, tell them about one person’s experience with your services or product. Use some stats to reinforce the personal story and convey the bigger picture.

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Want the Media to Reach out to You? Get Free PR with HARO

If free PR interests you, sign up at HARO (Help a Reporter Out) today. It only takes a minute, and it’s FREE. After you confirm your subscription to HARO via e-mail, you’ll begin receiving about three e-mails a day that contain queries from reporters who are looking for sources. The queries are organized by topics such as healthcare, business, lifestyle, and education. When you read a query that’s a good match for you, respond directly to the reporter via e-mail.

Many of the largest and most respected news organizations in the world use HARO. Nearly 30,000 reporters have quoted HARO sources in their stories. Check it out here: www.helpareporter.com

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Free Stuff for Nonprofits

Need new board members who can provide work, wisdom, and wealth to your organization? Visit www.triangleboardconnect.org. Triangle BoardConnect (TBC) provides a FREE convenient way to match your organization with potential board members. You can register and complete your profile online. TBC then makes it easy for you to search for potential board members with the skills, experience, and affiliations your organization needs.

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