MarketingSherpa Video Archive

Selling the Intangible: How to sell intangible value like a nonprofit organization

Tim Kachuriak, NextAfter



"When we communicate that value proposition, with such tremendous force … not only do people say 'yes,' they say, 'heck yes,' and they give at a much higher level," Tim Kachuriak, Chief Innovation and Optimization Officer, NextAfter, said at MarketingSherpa MarketingExperiments Web Optimization Summit 2014.

When the customer determines the value of your product or service, conveying the value of your offer is essential to the crux of your business. Every word, every image and every call-to-action directly impacts the customer's interpretation of your organization.

How can you express your value proposition in a way that is compelling to the audience? How do you phrase the messaging on your landing page in a way that yields the highest possible conversion? In this video replay from MarketingSherpa MarketingExperiments Web Optimization Summit 2014, you will learn how to sell intangible value as Kachuriak goes over experiments done by nonprofits that face this challenge every day.

In this session, you will learn:
  • How to use simplified KPIs by focusing on three key metrics that can help you maximize revenue

  • The power of your value proposition — how it plays a role in your pricing strategy

  • How to create an experience that leads to customer understanding through social gamification


Related Resources

MarketingSherpa Summit 2016 — At the Bellagio in Las Vegas, February 22-24, 2016

Email Marketing: Nonprofit cleans list and lifts open rate 225%

Post-sale Nurturing: Nonprofit's email welcome series beats newsletter open rate 47%, marketing emails 257%