November Hotline Now Posted on SIPA Website
The November SIPA Hotline newsletter has just been posted on the website, with coverage of the recent Marketing Conference in Miami! We’ve included an overview for you and a recap of some sessions, plus some themes that emerged and 10 takeaways for you to digest. Over the coming weeks, you’ll be reading more in-depth pieces on the various sessions in the SIPAlert Daily articles.
Open Hotline now. You will need your SIPA password to access the newsletter. If you don’t know it, just follow the very easy prompts.
Here’s a quick byte of the 10 takeaways in the newsletter:
1. “Put your best renewal offer in your first effort and emphasize that it won’t get better,” said copywriter Robert Lerose.
2. “If you put something on Facebook, they own it,” said Doug Haslam of Voce Communications. You should “own your stuff.”
3. Use that extra white space in your “Thanks for renewing or buying” message.
4. Monitor usage by your subscribers, Bob Brady of BLR said. “When new subscribers are not using our site, we call them to ask why.”
5. Don’t be afraid to put free content on the web.
6. Start reader advisory panels.
7. In doing surveys, ask open-ended questions to get better answers.
8. Higher engagement equals higher conversion. So do what you have to do to engage people.
9. Don’t let the media you use restrict what you put out.
10. Have your editors reach out to readers with letters and promotions. That’s who they trust.
In addition, read a good piece about how to conduct your public relations. It’s probably no surprise that tone is equally, if not more, important, than content when it comes to delivering information about your company in an interview. But it’s interesting to read the more nuanced take of a veteran public relations person like Tony Panaccio. “In truth, what you say is important, but how you say it is the trump card. In a perfect world, a good interview consists of perfectly articulated content with a flawlessly executed tone that resonates with the audience equally. That’s the perfect combo that people should aspire to achieve.”
Matt Salt being named last week as SIPA’s new executive director is big news. (He had a nice mention in The Washington Post yesterday.) We’ve included the press release that was issued last week (and a photo if you’ve never met him). Tom Chaffee, CEO of ePublishing, has also written a guest column welcoming Matt to his position and, in more general terms, laying out how he thinks an executive director can succeed.
There is more member news in this month’s newsletter than usual and that comes on purpose. We would really like to make Hotline a must-read for people who want to follow their peers in the industry. If you have a new hire, we want to know. If you’re rolling out a new campaign, website or blog, send me an email. If anything changes with you or your company, let Hotline be the first to know!
Of course, there are New Members, and that, along with renewals, is probably more important than everything else for SIPA. Members are our lifeblood, and we were very encouraged by the great turnout in Miami and the new companies and people we have recently attracted. As our president, Guy Cecala, has said, you, our members, are the best ambassadors we have. So if you went to the Marketing Conference, tell people. If you’re coming to the annual Conference in June in Washington, D.C., let your friends know. As anyone who has been on our online forums can attest, the more people in the pool, the better the water will be for everyone. In other words, combine the smarts of SIPA members with an inherent spirit of sharing and you have one very thorough bank of knowledge and experience.
So please check out the newsletter and let us hear from you from time to time. (Maybe you want to do a member profile?) This is your association and there are many ways you can reach us.
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