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How to Communicate Value

Academy 2015 presentation
by

Jessica Chambers

on 2 February 2016

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Transcript of How to Communicate Value

how to communicate value
Content builds relationships. Relationships are built on trust. Trust drives revenue.

-
Andrew Davis

author,
Brandscaping
telling
life cycle of a story
If a story is not about the hearer, he will not listen.
-
John Steinbeck
The Golden Circle
connection
success
How to tell a better story
Content should
INSPIRE
EDUCATE
ENTERTAIN
Millennials are
31% more likely to buy
if a brand delivers interesting content that teaches them something
Communications
should be
H.O.T.
Tone -
be clear,
conversational,
direct, and specific

avoid "corporate speak" and acronyms

Chamber Food and Wine Fest scheduled for August 2016
Focus
Chamber Food and Wine Fest projects $1.5 million impact to local community
Non verbal communications
What is your top story about?
How often/how many emails do you send?
Do you use high-quality action photos?
Are there spelling or grammar errors?
Consistency
"radio burn"
new research shows that people don't hear your message
2 out of 3 times
Words that work
Language is like fire. Depending on how you use it, it can heat your house or it can burn it to the ground.
-
Dr. Frank Luntz
,

author,
Words that Work
applaud
approve
balks
blast
challenge
champion
declare
defy
embrace
fight
focus
initiate
lash out
launch
pledge
proclaim
protest
reject
resist
scrutinize
slam
stress
trigger
warns
Examples:
Words have meaning beyond their definitions
Headlines are important
Skimmers & scanners: On average, 8 out of 10 people will read a headline, but only 2 out of 10 will read the rest of the story.
Writing effective headlines:
use the active voice
use strong, present-tense verbs
evoke an emotion
what story are you telling?
talk about the problem you solve
Five core functions:
Strengthening the economy
Taking political action
Representing the interests of business in government
Promoting the community
Providing networking connections
Receiving too many emails is the #1 reason people unsubscribe.
- Chadwick Martin Bailey
Your story is everything, but if you can't tell it in the right place, it doesn't matter.
-
Gary Vaynerchuck
Communications plan:
Communications audit & SWOT analysis
Goals & objectives
Target audience
Key messages
Distribution of content
Who is responsible
Editorial calendar
Budget
Evaluation
Where does your story go?
"It will find me."
Be everywhere
write the story/create content
post the story on your website
post the video on YouTube and paste the story into the description of the video
include a portion of the story in your email newsletter with a link to the full story on your website
create "snackable" pieces of your story for social media
print the article in your newsletter
include graphics/photos with story
put content on multiple channels whenever possible
Great marketing is great storytelling - by putting a focus on telling your brand's mission effectively, you can build relationships
Jessica Chambers
|Director of Communications
Salem Area Chamber of Commerce
503-581-1466 x307 | jessica@salemchamber.org
Communicating value white paper and
additional resources online @ waceonline.com
Full transcript