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Introduction to Writing for Social Media

Introduction to Writing for Social Media. Course Overview. Wednesday, October 26. Course Overview. Thursday, October 27. Why are You Writing?. Self-expression, sharing your thoughts Maintaining customer relationships Cross selling/ Up selling to existing customers

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Introduction to Writing for Social Media

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  1. Introduction toWriting for Social Media UNR Extended Studies, October 2011 Intro to Social Media Writing

  2. Course Overview Wednesday, October 26 UNR Extended Studies, October 2011 Intro to Social Media Writing

  3. Course Overview Thursday, October 27 UNR Extended Studies, October 2011 Intro to Social Media Writing

  4. Why are You Writing? • Self-expression, sharing your thoughts • Maintaining customer relationships • Cross selling/ Up selling to existing customers • Positioning yourself as the industry expert • Reaching new markets UNR Extended Studies, October 2011 Intro to Social Media Writing

  5. Sharing Time Name What are you writing? Why? What writing challenges are you facing? UNR Extended Studies, October 2011 Intro to Social Media Writing

  6. What’s Your Goal? Goals are specific/quantifiable: • Increase referrals from existing customers by 30% • Post my morning thoughts every day • Increase 35-year old buyers by 15% in the next year • Increase repeat buyers by 18% UNR Extended Studies, October 2011 Intro to Social Media Writing

  7. Your Unique Selling Proposition UNR Extended Studies, October 2011 Intro to Social Media Writing

  8. Your Unique Selling Proposition Your USP is a short statement (~10 words) that answers your prospect’s question: “Why should I buy from you?” UNR Extended Studies, October 2011 Intro to Social Media Writing

  9. Your Unique Selling Proposition An effective USP is NOT your slogan or tagline Don’t say: “Powering customer relationships” “The leader in email marketing” “Solutions from the ground up” UNR Extended Studies, October 2011 Intro to Social Media Writing

  10. Your Unique Selling Proposition • Why you need a USP: • Helps differentiate you from your competitors • Pulls your prospect into the desired action (click on your PPC, sign up for newsletters, visit website, etc) UNR Extended Studies, October 2011 Intro to Social Media Writing

  11. Your Unique Selling Proposition An effective USP must contain these 3 elements: Appeal Exclusivity Credibility UNR Extended Studies, October 2011 Intro to Social Media Writing

  12. Element: Appeal Appeal: Your relevance in comparison to what your prospects want UNR Extended Studies, October 2011 Intro to Social Media Writing

  13. Element: Appeal (Your relevance in comparison to what your prospects want) What’s your prospects’ main concern? UNR Extended Studies, October 2011 Intro to Social Media Writing

  14. Element: Appeal Example: Discount Mac laptops 1. 4. 2. 5. 3. UNR Extended Studies, October 2011 Intro to Social Media Writing

  15. Element: Appeal Appeal: UNR Extended Studies, October 2011 Intro to Social Media Writing

  16. 3 Key Elements An effective USP must contain these 3 elements: Appeal Exclusivity Credibility UNR Extended Studies, October 2011 Intro to Social Media Writing

  17. Element: Exclusivity Exclusivity: Can someone else match or beat your offer? UNR Extended Studies, October 2011 Intro to Social Media Writing

  18. Element: Exclusivity (Can someone else match or beat your offer?) Use words like: Use offers like: UNR Extended Studies, October 2011 Intro to Social Media Writing

  19. Element: Exclusivity Exclusivity: UNR Extended Studies, October 2011 Intro to Social Media Writing

  20. 3 Key Elements An effective USP must contain these 3 elements: Appeal Exclusivity Credibility UNR Extended Studies, October 2011 Intro to Social Media Writing

  21. Element: Credibility Credibility: How do you quantify your claims? UNR Extended Studies, October 2011 Intro to Social Media Writing

  22. Element: Credibility (Quantify your claims) Don’t say: • “Best customer service” • “Lowest priced plans” • “Largest selection in town” Do say: • Dedicated support specialist 24/7 • Plans start at $4/month • 50,357 parts in stock UNR Extended Studies, October 2011 Intro to Social Media Writing

  23. Element: Credibility Credibility: UNR Extended Studies, October 2011 Intro to Social Media Writing

  24. Now put it all together to Measure its Force UNR Extended Studies, October 2011 Intro to Social Media Writing

  25. Measure its Force Appeal: Exclusivity: Credibility: UNR Extended Studies, October 2011 Intro to Social Media Writing

  26. Test it! UNR Extended Studies, October 2011 Intro to Social Media Writing

  27. Test it • Compare your claim to your main competitors. Is it unique enough? Is it convincing? Y /N • Does it address your prospect’s deepest fears? Y /N • How well does it answer, “Why should my ideal prospect buy from me?” 1 2 3 4 UNR Extended Studies, October 2011 Intro to Social Media Writing

  28. Test it! UNR Extended Studies, October 2011 Intro to Social Media Writing

  29. TIP #1 The higher your specificity, the higher your conversion UNR Extended Studies, October 2011 Intro to Social Media Writing

  30. Element: Credibility (Quantify your claims) Don’t say: • “Best customer service” • “Lowest priced plans” • “Largest selection in town” Do say: • Dedicated support specialist 24/7 • Plans start at $4/month • 50,357 parts in stock UNR Extended Studies, October 2011 Intro to Social Media Writing

  31. TIP #2 You can have multiple USP’s. One for your company, and one for each product line... UNR Extended Studies, October 2011 Intro to Social Media Writing

  32. TIP #3 Your USP is not developed in the office – it’s created by your customers and prospects UNR Extended Studies, October 2011 Intro to Social Media Writing

  33. Real World Examples UNR Extended Studies, October 2011 Intro to Social Media Writing

  34. What’s their USP? UNR Extended Studies, October 2011 Intro to Social Media Writing

  35. What’s their USP? UNR Extended Studies, October 2011 Intro to Social Media Writing

  36. What’s their USP? UNR Extended Studies, October 2011 Intro to Social Media Writing

  37. What’s their USP? UNR Extended Studies, October 2011 Intro to Social Media Writing

  38. What’s their USP? UNR Extended Studies, October 2011 Intro to Social Media Writing

  39. Best practices Boldly state your USP throughout all of your marketing material. And state your USP throughout the sales process... UNR Extended Studies, October 2011 Intro to Social Media Writing

  40. Best practices You want to keep the prospect convinced you are their answer...all the way to the sale (conversion). UNR Extended Studies, October 2011 Intro to Social Media Writing

  41. State your USP throughout the sales process UNR Extended Studies, October 2011 Intro to Social Media Writing

  42. State your USP throughout the sales process UNR Extended Studies, October 2011 Intro to Social Media Writing

  43. State your USP throughout the sales process UNR Extended Studies, October 2011 Intro to Social Media Writing

  44. State your USP throughout the sales process Proof points for credibility UNR Extended Studies, October 2011 Intro to Social Media Writing

  45. State your USP throughout the sales process UNR Extended Studies, October 2011 Intro to Social Media Writing

  46. Best practices You want to keep the prospect convinced you are their answer...all the way to the sale (conversion). UNR Extended Studies, October 2011 Intro to Social Media Writing

  47. State your USP throughout the sales process Added elements increased form fill rate by 97%1 1. According to data by MarketingExperiments.com UNR Extended Studies, October 2011 Intro to Social Media Writing

  48. Now it’s your turn... What’s your Unique Selling Proposition? UNR Extended Studies, October 2011 Intro to Social Media Writing

  49. What’s a USP? Your USP is a short statement (~10 words) that answers your prospect’s question: “Why should I buy from you?” UNR Extended Studies, October 2011 Intro to Social Media Writing

  50. 3 Key Elements An effective USP must contain these 3 elements: Appeal Exclusivity Credibility UNR Extended Studies, October 2011 Intro to Social Media Writing

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