Sponsors need to know exactly what’s in it for them. Create winning proposals by making an impact and reshaping your persuasion structure to deliver great results.
At last week’s Asia-Pacific Incentives and Meetings Expo (AIME) 2017 trade show, Debbie Mayo-Smith, one of the most sought after motivational speakers in Australia, shared the following tips at a workshop on how to write winning content, create presentations and proposals that stand out, and how to communicate effectively to get the sponsors you want.
Devise a strong opening
Make yourself memorable and persuasive. Event planners are familiar with creating a logical and persuasive structure. But the difference is when an emotional connection is made with sponsors, leading to a much more effective communication.
The I-you ratio
How many times have we picked up a marketing material or proposal that is always about “I”, “me”, “we” and “us”? People don’t necessarily care about you. They care about themselves. When it is about them, people pick that up and listen. Start looking at the way you write, how you make conversations, the way you talk to your kids and staff members and change the I-you ratio to include more “you” than “I”.
Make an impactful point by telling stories
Stories also help forge the emotional connection. Convince potential sponsors why they should be a part of your event and make that point through storytelling.
Build a character. Client testimonials, for example, can be told like a story. Describe the client, paint a picture of that client and add dialogue. Take the best parts of the story that will move people by guiding them through the event history, process and eventual success.
Fluff walks, money talks
When talking to sponsors about why they should sponsor, quantify your database to calculate their return on investment. Quantify the bottom line – be transparent and let potential sponsors know what they can get by working with you.
Thou shalt not bullet point
A picture paints a thousand words, definitely more than a thousand bullet points. If you are going to talk through bullet points anyway, why not show an image that makes an impact? Mayo-Smith showed how a black background to a presentation makes a whole difference when the image and texts pop out against the black background, in place of a white one. And this is just one of the many ways to spice up your presentation.
Though there is a no one-size-fits-all solution to attracting event sponsors, the way you communicate and make sponsors remember you will make a huge difference in standing out.
What are some of your sponsorship secrets and best practices? What has or hasn’t worked for you so far?
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