608.772.0125 Susan York Morris syorkmorris@comcast.net
Power Up Your Persuasion
You want your audience to to do something—buy your product or service, change behaviors, create positive buzz. It makes no difference whether you’re trying
to sell refrigerators, educate people about
HIV or inform the public that you’re going
over Niagara Falls in a barrel. Your goal is
to persuade people and gain your desired reaction or action.
Let's Talk About the Many Ways
I Can Help You
Though my grandfather was a hypnotist, I prefer using communications to persuade people. How? By having solid knowledge of what you want to accomplish. And knowing your audience and what motivates them. Backed by this strategic foundation, I develop clear, compelling communications to sway your audience.
Let's power up your persuasion with marketing communications planning and execution and/or strategic marketing communications. Send me an email or give me a call. I look forward to speaking with you. syorkmorris@comcast.net
Case Studies
It's Safe to Ask
WEA Trust, health insurer for Wisconsin public school employees, was committed to educating plan members about medical quality and error.
Our goal was to help members receive better care by being more knowledgeable and proactive on their own behalf. Reducing medical error also helps reduce health care costs.
Situation
According to the Institutes of Medicine, as many as 98,000 Americans die each year from preventable medical errors. Many more are harmed by mistakes or poor quality care. Unfortunately, very few people are aware of the prevalence of the problem.
From secondary research, we learned more about public awareness and attitudes regarding errors in health care. We also reviewed existing research on the most effective messages for communicating about medical issues. Studies indicated people are more responsive to health-related messages that use fear to motivate.
More Information Was Needed
Because of the complexity of the issue, we conducted primary research among our members to gain insights about awareness, beliefs and attitudes—and to test different messages.
What we learned from a series of focus groups led to major changes in our planning. People who had little experience with health care refused to believe there was a problem. Those with more contact with the system knew about medical error and believed it had to be addressed.
Messaging using fear scored extremely low as a motivator. Instead, focus group participants wanted to be told that it’s ok—it’s their responsibility—to be more proactive and to ask questions of their providers. Also, they wanted to feel empowered—that they could impact quality of care they and their families receive.
Strategy
Our primary strategy was to raise awareness, then provide information, resources and tools for members to use as they became more involved in their own health care.
Tactics
We drafted a message platform and talking points for communicating about medical error with various publics.
A series of articles were published in the Trust’s newsletter (circulation, 70,000).
An educational brochure for members included a series of checklists for specific situations, such as what to ask: during your annual physical, when a medical procedure has been recommended or when a new medication is prescribed. Brochure included in samples.
We asked Dr. Brad Manning, president of the Wisconsin Medical Society, to provide a letter for use in the brochure, “giving permission” for readers to ask questions and be more involved.
Trust staff viewed a presentation about the issue and campaign, and customer service staff was trained to respond to member questions.
A section of the Trust web site provided information and resources for plan members and a PowerPoint presentation was developed for internal and external audiences.
Please See Tabs At Top of Page for Work Samples
Go Ahead, Give Me a Call. Here's Why...
1. Business process outsourcing is a cost-saving strategy that's growing in popularity. How can this translate to your business? Simply put, I can be your marketing department, saving you the cost of maintaining in-house staff.
2. Have a project, maybe a brochure, blog or web site, that you just want taken off your hands--and done right? I work with talented partners in complementary disciplines, including graphic designers, web designers, film/video producers and audio producers. Did I forget something?
3. I can write grab 'em-by-the-throat ad copy. Sensitive public relations materials. Smart, persuasive educational pieces. Articles. Web copy. Blogs. What are your needs?
4. I'm known for creativity and innovative solutions. We'll find the most effective way for you to stand out from the crowd.
5. Your deadline is mine.
Phone 608.772.0125
Services
Writing & Editing Good copy relates information in a manner that’s compelling and meaningful to your intended audience. But that’s just the start. Great copy can rattle the rafters like a gospel choir, singing the praises of goods or services. It can seduce. Persuade. Inform. Teach. And entertain.
Strategic Marketing Planning
Public Relations Your messages are more credible when your audiences know you didn't pay for them. Media coverage, article placements, speaking engagements, endorsements by early adopters—they all pack a powerful punch.
Interactive Content Web sites, blogs, email blasts, free white paper or article downloads, social marketing. Your name is on a big brass ring in cyberspace. Have you grabbed it yet?
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