WORKSHOPS
Fired Up Marketing Workshops: Ignite Your Team and Boost Results
Secrets of Customer Engagement, Loyalty and Longevity:
The Path to Increased Sales, Renewals and Satisfaction
A ONE-DAY WORKSHOP
WORKSHOP LEADER: JIM SINKINSON – FIRED UP MARKETING
Learn new best practices for generating content that inspires customers to take action and achieve positive results, as well as for making your content part of the customer’s workflow. Discover also how to create stronger emotional connections through feelings of identification and belonging on the part of customers. Implementation of these techniques is tied to a powerful brand promise to make a difference in your customers’ lives. You’ll reexamine and refine your own value proposition and develop ways to “reality-check” your editorial and marketing messages against your commitment to create new, more powerful customer experiences.
To see an outline of this workshop, write to jim at firedupmarketing.biz.
How to Boost Renewals, Conversions and Retention
for Specialized Publishers
A ONE-DAY WORKSHOP
WORKSHOP LEADER: JIM SINKINSON – FIRED UP MARKETING
Finding a customer or a qualified prospect is a rare and expensive proposition—in fact, we often break even or even lose money on our first transaction with a new customer because acquisition costs are so high. On the other hand, we profit immensely when first-time customers renew their subscription or membership after an introductory trial period . . . and for as long as we retain them year after year into the future. That’s because our profit margin for a retained customer is usually extraordinarily high—since our cost to fulfill an existing subscription or membership is relatively low. What are the best techniques for turning a prospect or a new subscriber into a long-term renewing customer? In this session, we'll examine the three cornerstones of creating long-term, binding relationships with customers: 1) new-customer onboarding, 2) high-value content and customer experiences and 3) assertive, convincing renewal efforts. Most importantly, you’ll learn how to put all three of these elements together into a seamless, integrated value experience that leads to significant increases in renewals, conversions, retention and high-profit revenue.
To see an outline of this workshop, write to jim at firedupmarketing.biz.
Best Practices for Creating Information Memberships
with Extraordinary Member Retention
A ONE-DAY WORKSHOP
WORKSHOP LEADER: JIM SINKINSON – FIRED UP MARKETING
Information providers are increasingly turning to membership business models as a way of ratcheting up their relationships with customers and, therefore, their customer retention rates. While a true membership relationship can indeed create more intense emotional and longer-term relationships, the membership experience is more profound than simply changing the name of a customer or subscriber to “member.” If we want the benefits of a membership relationship, what are the qualities our relationships with members must have that make them different—more special, valuable and enduring? While membership generally has a set of objective features that we can—and should—provide to members, membership just as importantly is an emotional experience. Creating that emotional experience—actually a set of experiences—is the key to all successful, profitable membership organizations. Finally, memberships open up the possibility of creating deeper financial relationships—by increasing the frequency and amount of sales to members and by increasing the profit margins of those sales. Thus, membership relationships can lead to dramatic increases in overall sales and profits.
To see an outline of this workshop, write to jim at firedupmarketing.biz.
Powerful Content Architecture:
How to increase Sales, Renewals and Customer Satisfaction
A ONE-DAY WORKSHOP
WORKSHOP LEADER: JIM SINKINSON – FIRED UP MARKETING
Publishing without a disciplined content architecture is like flying an airliner without radar. Nonetheless, much content, even high-priced content from specialized information publishers, is created without a strong guiding value philosophy or guiding protocols for content titles, a benefit mission, structure or textual material. Yet without a prescribed set of “rules” or policies to ensure that customers consistently receive high-value content—content that makes a difference in their lives—customers resist paying the premium prices we demand and deserve. Alternatively, a well-documented content architecture keeps editors, researchers and event developers laser-focused on compelling the customer’s attention and addressing her greatest challenges. Such an architecture also gives management and front-line content development staff common criteria for assessing the value and impact of every research report, conference, webinar or newsletter. In short, an editorial architecture ensures that your content consistently delights customers—and that customers keep coming back for more.
To see an outline of this workshop, write to jim at firedupmarketing.biz.
The Online Marketing Bootcamp:
How to Sell More Content with Breakthrough Emails, Landing Pages and Websites
A ONE-DAY WORKSHOP
WORKSHOP LEADER: JIM SINKINSON – FIRED UP MARKETING
The most profound act of marketing is motivating somebody to buy something through the power of your words. In this session, you’ll learn the fundamentals of selling psychology—why people buy—and techniques for converting your sales proposition to words. We’ll review rules and precepts for emails, home pages and landing pages—particularly as they pertain to information products and particularly in online settings. Discover how to develop a “big idea,” how to write riveting copy, how to create compelling calls-to-action and lead generation devices. An added value for publishers and marketing managers: You’ll also learn how to critique outside copywriters’ copy. Most importantly, you’ll experience the power of writing copy that compels action—through hands-on exercises writing subject lines, landing-page headlines, product blurbs and email letters
To see an outline of this workshop, write to jim at firedupmarketing.biz.
“Jim got our team to think completely differently about our customer segments, their pain points and our editorial mission, respectfully challenging entrenched mindsets and opening up creative thinking about what our “true” editorial mission should be. He challenged the team to think beyond features and truly understand what customer-focused benefits copy really is with an amazing playbook of examples and case studies of B2B best-in-class content and marketing. Even better, he drew out each person in the room to participate that built a collective ownership in the new knowledge that has continued to pay dividends in how our team collaborates on effective benefits-based messaging. Jim does not do canned seminars—he meticulously researches the industry, audience, content and marketing messages to customize a true workshop. Our team emerged aligned and energized about immediate changes we could make to significantly improve audience engagement and response.”
Tom Gale
CEO, Modern Distribution Management