Killing Them Softly: Writing Copy That Works. Crestwood Associates LLC

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1 Killing Them Softly: Writing Copy That Works Donna Krizik Director, Client Communications Crestwood Associates LLC Justin Bridegan Senior Marketing Manager MECLABS

2 Session Speakers Donna Krizik Director, Client Communications Crestwood Associates LLC Justin Bridegan Senior Marketing Manager MECLABS 2

3 Donna Krizik Donna Krizik has worked in sales and marketing for the past 10 years, and is currently the Director of Client Communications at Crestwood Associates LLC, an Illinois and Indiana Dynamics GP, SL, and CRM partner. Prior to joining Crestwood in 2011, she spent 5 years in the Dynamics channel at Feterick & Associates, where she wore many hats and acquired a broad base of knowledge in marketing, selling, and promoting the Dynamics GP, SL. 3

4 Background About Crestwood: Microsoft Dynamics ERP and CRM reseller (B2B) Est. 1998, rapidly growing (62% last year) #1 Partner in the Midwest Up until 18 months ago, didn t have a Marketing dept. Challenges: Changing to adapt to the way our customers buy Getting a Marketing Budget/Proving ROI Staffing Messaging entering the cloud Cloud solutions offer you software without the hardware

5 Common struggle clicks How do we compose copy that makes a difference? ABC s! Your copy should address 3 key questions: 1. Who am I writing for (Audience)? 2. Why should they care (Benefit)? 3. What do I want them to do here (CTA)

6 Exercise: Write an Engaging Headline Challenge: Promote a webinar about Cloud ERP, to coincide with a new release of the software (Dynamics GP). Task: Write an engaging subject line Take 2 minutes, grab a neighbor and come up with a subject line. Some tips: Use urgency/loss, or benefit words, make up numbers 37 new, convey exclusivity only 5 spots Goal: Don t delete me! 6

7 Experiment 1: Subject Line Research Notes: Experiment ID: Location: Test Protocol: Background: New release of Dynamics GP is fully cloud-enabled. Want to demystify the Cloud, and show off new features of Dynamics GP. Audience: Accounting professionals either using GP already, or in the market to buy an ERP solution. Objective: Get customers to open the Primary Research Question: What key subject words will increase my open rate Test Design: Experiment with different keywords in the subject line to determine highest open rate 7

8 Experiment 1: Subject Lines Control: See Dynamics GP in the Cloud Today Tested against: 1. Get into the Cloud with Ease using Dynamics GP Have you seen GP 2013 in the Cloud? Your Competitors Have. 3. GP 2013 in the Cloud: 5 Things you Need to Know Test 1: Used get language and overcoming uncertainty Test 2: Used a question, and strong loss/competition words. Test 3: Quantified a list of benefits you get 8

9 Experiment 1: Subject Line Results 86% increase in Open rate Subject Line Results Open Rate Rel. Diff. Control: See Dynamics GP in the Cloud! 14% -- Test 1. Have you seen Dynamics GP 2013 in the Cloud? Your competitors have. 26% 86% Test 2. Get into the Cloud with Ease. 8% -43% Test 3. GP 2013 in the Cloud: 5 Things you Need to Know 19% 36%! Key Takeaways: We involved a strong sense of competition and potential loss to get prospects to open the . The language also implied value of GP

10 Experiment 1: Key Subject Line Takeaways Focused on Audience and their sensitivity to being left behind Tried urgency and exclusivity words Asked the important questions and then answered them Implied benefit by competitor language (it was important enough for THEM) 10

11 Experiment 2: Writing Body Copy Research Notes: Experiment ID: Location: Test Protocol: Background: New release of Dynamics CRM touts 45 new features. We want both existing ERP, and CRM customers and prospects to sign up for an informative webinar, so they schedule an upgrade or new deployment. Audience: Marketing and Sales staff who either have CRM or are in the market for CRM Objective: Get customers to click on a link to register or learn more Primary Research Question: What copy will maximize my click-throughs Test Design: Complete copy change we changed everything (just about). Tried little tweaks incrementally with minimal results. 11

12 Body Copy - Control Hi Jamie, Microsoft Dynamics CRM helps you make informed decisions. Here s how: Increase your sales opportunities by identifying your top customers Reduce operational costs by optimizing Improve automation and efficiency across your organization Click here to learn more about how Microsoft Dynamics CRM can drive your sales by improving efficiency Register now for our next lunch & learn on Dynamics CRM. Join us Tuesday, November 20 th at 11am. Fact Sheet: How to Improve Marketing, Boost Sales, and Bolster your Customer Experience with Dynamics CRM. Download now. Whitepaper: Top 10 Reasons for Choosing Microsoft Dynamics CRM Download now. To learn the Top 10 Reasons for Choosing Dynamics CRM, read this document. 12

13 Body Copy Some Problem Elements Identified (Control) Generic Hi Jamie, Microsoft Dynamics CRM helps you make informed decisions. Here s how: Increase your sales opportunities by identifying your top customers Reduce operational costs by optimizing Improve automation and efficiency across your organization Click here to learn more about how Microsoft Dynamics CRM can drive your sales by improving efficiency Register now for our next lunch & learn on Dynamics CRM. Join us Tuesday, November 20 th at 11am. Fact Sheet: How to Improve Marketing, Boost Sales, and Bolster your Customer Experience with Dynamics CRM. Download now. Whitepaper: Questions Every Salesperson Should Ask When Choosing a CRM System Download now. To learn the Top 10 Reasons for Choosing Dynamics CRM, read this document. Boring 13

14 Body Copy Test 1 Hi Jamie, Are you struggling each month, trying to get a handle on your sales pipeline? Microsoft Dynamics CRM helps you see key information at a glance. With CRM, you can: Quickly identify your top customers Reduce costs by eliminating double entry Improve automation and efficiency across your organization Register now for our next lunch & learn on Dynamics CRM. Join us Tuesday, November 20 th at 11am. Fact Sheet: How to Improve Marketing, Boost Sales, and Bolster your Customer Experience with Dynamics CRM. Download now. Click here to learn more about how Microsoft Dynamics CRM can drive your sales by improving efficiency <Deleted Whitepaper> <Deleted Top 10 Reasons to Choose CRM > 14

15 Body Copy Test 2 Hi Jamie, Are you struggling each month, trying to get a handle on your sales pipeline? Microsoft Dynamics CRM helps you see key information at a glance. With CRM, you can: Quickly identify your top customers Reduce costs by eliminating double entry Improve automation and efficiency across your organization <Deleted click here to learn more about > Register now for our next lunch & learn on Dynamics CRM. Join us Tuesday, November 20 th at 11am. Fact Sheet: How to Improve Marketing, Boost Sales, and Bolster your Customer Experience with Dynamics CRM. Download now. <Deleted Whitepaper> Changed background <Deleted Top 10 Reasons to Choose CRM > 15

16 Body Copy Test 3 Focused on 1 pain Hi Jamie, Are you struggling each month, trying to get a handle on your sales pipeline? Wish you could get a quick snapshot any time you want? You can. Here s how: Microsoft Dynamics CRM. Set up a sales funnel dashboard in 3 minutes or less. [Really.] Drill into any sales or marketing data for more info Add as many dashboard sections as you want Save to your CRM HomePage or share your dashboards with 1 click. Get a look at Dynamics CRM in all its glory attend our Expo details in sidebar! Get the LIVE CRM Experience Register now for our Free Dynamics CRM Expo. --See the product in action --Take a test drive, --Create your own dashboard, and get all of your questions answered at this free expo. Tuesday, November 20th 9am - Noon 3025 Highland Pkwy Downers Grove, IL Preview the Agenda here. Don t miss out, this event fills up quickly! Focused on event only preview very soft, not scary Refreshments provided. Never hurts to feed em 16

17 Experiment 1: Body Copy Results 400% increase in Clickthrough Rate Body Copy CTR Rel. Diff. Control 2.2% -- Test 1 Reword 1 st body copy, delete one CTA 2.8% 27% Test 2 Reword 1 st body copy, delete 2 CTAs, change sidebar color Test 3 Isolate one feature, delete all but primary CTA 3.3% 50% 11% 400%! Key Takeaways: Focus in, use benefit language. Experiment w/color. Use urgency, loss, numbers, or ask a question. 17

18 Experiment 2: Key Body Copy Takeaways Focus on Audience speak directly with them and their pain point. Focus on one key benefit, map it to the pain and solve it. Eliminate multiple equally weighted CTA s as too confusing, muddies the What do you want me to do question. Soften your ask (learn, preview, sample, see, view, tour) 18

19 How do we compose copy that makes a difference? #1: Understanding the WHO #2: Communicating the WHY #3: Wrapping Up the What

20 Key Question #1 Understanding the WHO Remember our ABC s 1. Audience: Who am I writing for? 2. Benefit: Why should they care? 3. CTA: What do you want me to do For the Who: Open a conversation with them. Speak to the pain. Ex. I never have enough time, finding information in my system is difficult, making changes requires an act of Congress, I m not an IT guy, I ve love greater visibility into my team s daily progress, my competitors have to be doing this better than I am. 20

Key Question #2 Communicating the WHY For the Why: Loss, benefits, competitors, getting an edge, staying ahead, making life easier, getting promoted, doing more in less time, saving money. Ex.

21 Key Question #2 Communicating the WHY For the Why: Loss, benefits, competitors, getting an edge, staying ahead, making life easier, getting promoted, doing more in less time, saving money. Ex. I m a salesperson who wants to see my pipeline at a glance. With current system, I have to click through each customer. Set up a dashboard to quickly see what stage every lead is in, and next steps w/due date. So right after I check my every day, I see the whole picture and can jump right in. 21

22 Key Question #3 Wrapping Up the What For the What: Determine exactly what ultimate action you want from your . (Ideally just ONE)! Script your language to get the prospect to say yes to each part of your and then to the ultimate action, the click-through. Ex. I want to drive attendance to our CRM Launch event. Headline has to grab, body has to intrigue and inspire yes at each step, and calls to action have to be interesting, urgent but not too scary. Focus on one strong CTA (or two, if they are not equally weighted). 22

23 Lessons Learned People buy from People Prospects don t want to be sold. The best marketing writing says what you would if you were talking to a good friend who needed your product. It is a conversation about THEM, and peripherally, your product, only as it relates to benefits for them. 23

24 Lessons Learned Subject Lines Subject lines should grab attention. Get attention and convert it to interest Lead with benefit language, or ask a pain question Subheadings should be the glue (part of the path of yes ). Visitors want clarity think like a child Whittle down to 7 words or less, then build up Sample Subject lines: Get Your Free CRM Insider Report Only 25 Left 45 New Features you Have to see in CRM 2011 Largest library of marketing case studies available 20 Free Tools to Get Organized in the New Year 24

25 Lessons Learned CTA s & Benefits Calls to Action Top performing CTAs use Get in the front or the back Add Your Free Personalized Complimentary Customized Eliminate dry boring words like Submit or Click. Position the benefit (first or last) Get your free personalized report now Get instant, online access to all 32 volumes Take online surveys and earn cash Not: To learn more sign up for information here 25

26 Lessons Learned Use Pictures Wisely Not every picture tells a story. Stock images Keep the eye-path in mind Flash-scrolling images annoy more often than not Include text with any image or a description to give it search term value 26

27 Some Final Tips Be a Pepper. Think of your copy as a conversation with a new friend. Talk 1-to-1 Eliminate as much of the clutter and noise as you can. Work on the trust. Make sure you have the what 27

28 Thank You! Donna Krizik Director, Client Communications Crestwood Associates LLC Justin Bridegan Senior Marketing Manager MECLABS

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