Creating Marketing Copy that Attracts and Not Repels

Wendy Holliday Vice President, Marketing and Member ServicesNational Association of College StoresPh: (800) 622-7498, ext. 2303 wholliday@nacs.org

Great copy is like a great first date – don’t monopolize the conversation.

I love that she listens.

How great to not hear sports stories all night

Features VS. Benefits

Know Your Audience

Who is your primary attendee?

Why is your conference important to them?

WebsiteYou Tube Twitter

Google+

Where are your attendees?

How else are you engaging?

Interactive Copy

25 Ways To Use Social Media For Your Next Event

Ease of Information

Sometimes we are so close to the event, it is easy to miss the difficulties we cause our attendees.

Targeting

TestimonialsOk-this is about you,

but you’re not the one talking.

Reconsider how you solicit quotes

Interviews Questionnaires

Committee MembersYour Board

The Secret – Write it for them

Why should I do this?

1. Ties to potential attendees

2. Market your show year round

3. Access to new exhibitors

Stories in Photos

Members Are Our Story

1. Is the headline working?2. Is there a call to action with contact information?3. Was this a general piece or could you have broken the

message into multiple targets?4. Is there a testimonial?5. Are you using member and event photos and not stock

photos?6. Are you trying to do too much in one advertisement?7. Is there too much about you?

8. What does your attendee want to hear/see?

Questions to Ask