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