Cash Copy: How to Supercharge Your Marketing Materials - PDF document

11/27/2011 Cash Copy: How to Supercharge Your Marketing Materials www.patiyer.com Principles of Powerful Writing Who? How? Principles of Powerful Writing Know your reader: Beliefs Fears Needs 1

11/27/2011 Principles of Powerful Writing Facts tell, emotions sell Nido Quebain Principles of Powerful Writing Emotions Rational Principles of Powerful Writing Seven Deadly Sins Greed Fear Pride Lust Laziness Envy Vanity 2

11/27/2011 Principles of Powerful Writing Positive Motivators Honesty Sincerity Empathy Sympathy Flattery Integrity Common enemy Principles of Powerful Writing Rational Emotions www.patiyer.com Attention Interest Desire Action 3

11/27/2011 Elements of Persuasion: A IDA Attention “Do you have a whip ‐ smart healthcare expert on your legal team?” Liz Buddenhagen, RN Elements of Persuasion: A IDA Fern Wasserman Elements of Persuasion: A IDA "Bringing the Knowledge of Health Care To You“ Rosemary Dahl RN LNC and Debbie Kriewall RN CLNC 4

11/27/2011 Elements of Persuasion: A IDA Looking for a Nurse or Physician Expert for your legal case? We've already found them! Chris Rokosh Elements of Persuasion: A IDA Use keywords Legal nurse consultant helps to evaluate standards of care Elements of Persuasion: A IDA Headlines Ask a question Use urgency Incomplete thought Benefit 5

11/27/2011 Elements of Persuasion: A IDA Headlines: Intrigue News headline Testimonial headline "I have been counsel in medical malpractice cases for in excess of 25 years and have no hesitation in recommending Chris Rokosh as a first rate expert witness. In a number of cases where Chris has been retained she has demonstrated the necessary expertise and objectivity that the best experts must possess..." Jerome Morse Adair Morse LLP 6

11/27/2011 Elements of Persuasion: A I DA Interest Elements of Persuasion: A I DA 10 motivational triggers Make money Save money Save time Work better Learn something Elements of Persuasion: A I DA 10 motivational triggers Live longer Be comfortable Be loved Be popular Gain pleasure 7

11/27/2011 Elements of Persuasion: A I DA You versus I Elements of Persuasion: A I DA VP ‐ medical.com Elements of Persuasion: A I DA Lead with benefits, validate with features 8

11/27/2011 What not to do Guff Fluff Geek Guff Language of the bureaucrat Needlessly complex Long sentences Use of passive voice Stiff Incomprehensible Effects Pompous Uncomfortable messages Guff • Following up ours of March 31, 2009, a copy of which is annexed hereto, I still remain very interested in retaining the services of an expert witness… 9

11/27/2011 • Screening Medical Cases For Merit ‐ I will document the departure from the established Standards of Care. Identify the mechanism, degree and extent of injury, extent of recovery, short term and long term prognosis, future healthcare needs, and evidence of pain and suffering and show the direct casual connection between the acts of negligence and the alleged damages. Fluff Grandiose Pervasive Cliches claims Not backed Hype World ‐ class by data Marketing Slows sale Seamless Fluff phrases Best of the breed Leading edge State of the art High performance Commitment to excellence User friendly Partnership Robust Uniquely qualified 10

11/27/2011 • One unique service we offer is the development and creation of multi ‐ media courtroom presentations. These presentations are used during trials, arbitrations and/or mediations. Fluff • Set upon 54+ ‐ / acres of the original Clynmalira land patent of 1711, in the heart of Maryland’s legendary hunt country, SPRINGMEADE MANOR is a testament to the most ennobling of human pursuits. 11

11/27/2011 Fluff • It is a home, an estate, that bespeaks a reverence for bold vision, thoughtful collaboration, and undeniable elan. A creation of indisputable beauty befitting the glorious grounds upon which it sits SPRINGMEADE is both a sanctuary and a triumph. Geek Disregard for Too technical reader Use of cryptic Use of jargon references Overuse of Use of technical acronyms details Geek You and a few experts Colleagues, customers, vendors The rest of the world 12

11/27/2011 Elements of Persuasion: A I DA How are you different from your competition? Actions Price Elements of Persuasion: AI D A Desire: Create with Proof 13

11/27/2011 Elements of Persuasion: AI D A Factual Images Risks Elements of Persuasion: AI D A Background Social proof Social Proof Video Audio Written Written with Photo 14

11/27/2011 Elements of Persuasion: AI D A How do you get testimonials? Elements of Persuasion: AID A How do you get them to take action? Elements of Persuasion: AID A Call to action 15

11/27/2011 Elements of Persuasion: AIDA Benefits headline Subhead Emotional hook Features Social proof Call to action Copywriting Dos and Don’ts Brain dump first, edit second Write for scanners and readers Use headlines Copywriting Dos and Don’ts 16

11/27/2011 Copywriting Dos and Don’ts Use bold , italics and underlining sparingly. Copywriting Dos and Don’ts Check your work 17

11/27/2011 Our services are helping attorney’s every day . . . Our reports clarify issues such as co ‐ morbidity and failure to follow recommendations which can seriously effect case viability. AIDA Attention Interest Desire Action 54 18

11/27/2011 www.patiyer.com 19

Webinar Evaluation Form Title: Cash Copy: How to supercharge your marketing materials Instructor: Pat Iyer 1. How would you rate the instructor? Excellent ___Good ___Average___ Poor___ 2. Comments about this webinar: 3. What are your suggestions for future topics? Please return this form by email to contactus@medleague.com or by fax to 908-806-4511 or by mail to Patricia Iyer Associates, 260 Route 202-31, Suite 200, Flemington, NJ 08822.

Contact hour form: Cash Copy: How to supercharge your marketing materials Name: Address: Street, City, Zip 1. Which is not an element of AIDA? a. Action b. Difference c. Interest d. Attention 2. Which of these is the definition of geek? a. Writing in technical language b. Using hyperbole c. Adding a lot of extraneous details 3. Which type of testimonial is considered the most credible? a. Written b. Anonymous c. Oral d. Video A check for $15.00 written to Taylor College should be sent if you wish one nursing contact hour. You may call in a credit card number, if you prefer, to 1-800-743-4006. Please contact Norman Heavens with any questions. Do not send $15.00 to Patricia Iyer Associates or Med League Support Services. Norman Heavens Taylor College PO Box 93666 Los Angeles, CA 90093-0666