wealth counsel webinar v3 - Seminar Marketing Services ... · • Homeownership • Social status ... Identifying Seminar Content If you're like many new promoters, you have a TON

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How to Successfully Promote Your Own Seminars & Workshops

with Jenny HambySeminarMarketingPro.com

You’re In the Right Place If…•You are promoting events and NOT getting the results you want

•You want to minimize your risks and accelerate your learning curve when launching your first event

•You are seeking ideas for doing even better with your marketing

What To Expect•Ways to get in front of more qualified prospects•Tips for increasing the pulling power of your marketing copy

•Insight into why your current promotions aren’t working as well as you’d like

•Strategies for getting past the most common challenges that stop professionals from hosting their own events

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Get in front of your target audience

___

Connect with your prospects

___

Build credibility___

Market via education

Why Offer Free Seminars?

Factors Hindering Your Success

Increased competition:• Abundance of experts• Overwhelm of content• Virtual events

Marketing-savvy consumers:• Skepticism and cynicism• Expectation of free info

How Do We Overcome These Challenges?

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Understanding the Audience MindsetHow We Think of Our Seminars…

Great Content + Expert Advice + ZERO Cost = Absolute Yes!

How Prospects Think of Seminars

Where Do I Find Good Prospects?

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How Do YOU Define a “Good” Prospect?

Good Prospects Are:

• Interested in topic• Have a problem you can solve• Have the money to hire• Want to act now

ApplicablePublic

Interested

Committed

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Benefits of Developing an Ideal Prospect Profile• Limits your universe• Easier to determine marketing channels

• Structure better offers• Create more compelling copy• Stand out from the crowd• Sell more!

Start With Demographics• Age• Gender• Level of education• Profession or job title• Income• Ethnic background• Marital/parental status• Homeownership• Social status

Where Are They Located?•Neighborhoods•Cities/towns•States•Regions•Countries

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Affinities (What Groups Do They Join?)Professional associationsMembership sitesClubsOrganizationsMagazinesLeaders they followPodcastsWeb sites they visitChambers of commerce

Why You Want to Know:1.Identify good marketing

opportunities2.May qualify prospects by

demonstrating appreciation for continuing education

Other Preferences

HobbiesTravelEntertainmentPoliticsCharitable workCausesOthers areas of interest

“Always enter the

conversation already

taking place in the

customer’s mind.”

~ Robert Collier

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Where Are They Now?

Dan Kennedy

•What challenges are they facing? •What day-to-day problems plague them?•What trends are affecting them?•What keeps them lying awake at night with worry?

•Why are they struggling? •What’s causing these problems?

• How these struggles make them feel?

• What type of physical symptoms are they feeling?

• What are scenarios in which these feelings will come up?

• How they think of themselves? Feel about themselves? Describe themselves?

Emotions and Fears

Guerrilla Marketing Tip

“Specialize” in an industry/niche with which you resonate.

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How to Reach Prospects

(Which Marketing Tools to Use)

Your List• Email• Phone call/voice broadcast• Direct mail• Newsletter• Social media

Referral/Word of MouthWho to contact:• Existing clients• Registrants• Peers• Promotional

partners

What to provide:• Event tickets• Social media posts• Pre-written emails• Testimonials• Personal stories

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Promotional Partners• Finder’s fee/commission• Special offer for their clients only• Private event• Share the stage• Trade promotions

Tips for Renting a Mailing List

• Compiled vs. response lists• Use selects • Test 2-step marketing

Testing 2-Step MarketingLIST A• Offer for your

seminar

LIST B• Offer for free information

resource (no time commitment)

• Follow-up offer for seminar only to respondents

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Direct Mail

• “A” pile vs. teaser copy• Lumpy mail• Tickets• Good copy

Publicity• What does your audience read/visit? Who

covers your niche?• Local publications• Event calendars• Flyers• Most effective if ongoing effort

Social Media

• Works best if you are already active• Invite Facebook followers• Promote cautiously to groups• 1:1 invites

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Advertising• PPC vs. Display

• Publications• Web sites• Social media• Search engines

• Test 2-Step Marketing

How Do You Get More Attendees to Show Up?

• Irresistible offer• Hot topic• Great marketing

message

Irresistible Offer

• Valuable information• Gifts• Urgency

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How to Choose the Topic

• What’s New• Biggest Problems• Desired Solutions• Survey• Reverse Engineer

Magnetic Copy• WIIFM• Empathy• Promised Land• Benefit-focused• Enticing• Reason to Act NOW

9 Critical Copy Components• Headline• Catchy title• Intro/background• Who should attend• What you’ll learn

• Instructor bio• Benefits• What you’ll get• Closes/calls to

action

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Critical Copy Component #1

The Headline

“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

― David Ogilvy

The Headline…

• Grabs attention• Identifies the audience• Makes a promise• Sucks readers into the copy

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Headline-Writing Tips

• Strong, compelling promise• Focus on benefits• Include specifics• Target an audience• Tap into emotions

3-Part Headline Block

Part 1: Pre-head• Italics• Smaller font• Target your message

to an audience

3-Part Headline Block

Part 2: Main Headline• Biggest font on page• Bold• Grabs attention• Makes a promise

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3-Part Headline BlockPart 3: Subhead

• Smaller font than headline; bold• Expands on the headline’s message

• Length and type of event• Who should attend• Problems that’ll be solved• Desired solutions

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A Catchy Title

Title-Creation Tips

• What is the main topic?• What’s the main benefit?• Who should attend?

Tagline and/or Subtitle

• Finish addressing the 3 key questions• Communicate the USP• Explain more about the event

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• Mega Speaking Empire: Where Future Platform Stars Meet the Speaking Industry’s Greatest Experts and Starmakers

• Ultimate Wealth Workshop: Develop the Skill Set, Mindset and Environments to Be a Millionaire … and Beyond

• Motivating Reluctant Learners: Proven Strategies to Ignite Student Engagement and Initiative

• The Feminine Model of Entrepreneurial Success: Finding Financial Freedom in the New Economy


The Seminar Introduction(Background Info)

Seminar Background/Intro• Identify your audience’s challenges• Communicate that you understand the

problem – and can help• Help readers recognize what they need• Show how your event will help – in a

nutshell

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The single most important factor in business – and life –success is your ability to sell. Anything you do, from selling your company’s products and services … to convincing teenagers to clean their rooms, requires sales.

Unfortunately, the vast majority of professionals never achieve the results they want – or are capable of.

During this practical teleseminar, world-class sales expert and “Rich Dad” advisor Blair Singer shares the key strategies needed to become a “Top Dog” sales whiz, so you finally achieve the results and revenue you deserve.


Who Should Attend

Your Goal…

Enable prospects to recognize themselves in your marketing copy.

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Method #1: Titles• Job titles (CEO, CFO, President,

Marketing Manager, Owner)• Life role (parents, children, caregiver)• Profession (florist, seminar leader,

roofer)• Industry (speaking, hospitality, hospice)

Method #2: Demographics or Other Qualifiers• Age• Education• Geographic location• Ethnicity• Marital status• Years/type of experience

Method #3: Challenges<List of titles> who are struggling with: <problem #1><problem #2><problem #3><problem #4>

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Method #4: Benefits<List of titles> who want to: • <desired benefit#1>• <desired benefit#2>• <desired benefit#3> • <desired benefit#4>


What You’ll Learn

#1 Reason for Attending Seminars

• Be descriptive in what you’ll learn.• Paint a picture of what life will be like

after.• Testimonials about what past attendees

learned.

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Describing Your ContentLess effective:

Paragraphs only• Too dense; hard to read• OK for catalogs (typical format)

List of topics• “I assume you’ll talk about XYZ”

• “I already know that”• “But will it answer MY questions?”

Good:Blind bulleted list

• Easy to scan• Arouse curiosity

Short paragraphs with 3-6 bullets for each subtopic

• Adds visual interest• Good if can summarize topics easily

• Good for modular courses (teleseminar series)

Identifying Seminar ContentIf you're like many new promoters, you have a TON of information to share. But figuring out what makes the most sense for a specific event can be tough. Discover:• How much input your prospective attendees should have in your seminar agenda

• How one popular method of determining content can actually be a huge disservice for your attendees

• The quick and easy way to organize your content ... without involving an instructional designer

Write 1 Bullet Per Key Lesson/Slide

• You will learn 5 ways to write headlines.• Headlines capture attention, so more people should read

your sales letter.• You’ll grab attention – and generate more registrations.• Fact: Headlines are 80% of the pulling power of an ad.

Discover 5 time-proven formulas for writing attention-grabbing headlines. (Headlines make up 80% of your sales letter’s pulling power. Use these secrets, and you’ll grab more eyeballs – and win more registrations.)

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Instructor Bio

Your Goal…

• Explain why you’re qualified.• Show that you’re the best solution.• Don’t bore prospects.• Match bio to your audience.• Be concise.

What to Include?• Current position• Years of experience• Past jobs• Clients• Results• Education• Books, products, etc.• Speaking

engagements

• Magazines, etc.• Awards and

recognitions• Radio, TV shows,

movies• Boards of directors• Volunteer

organizations• Associations, clubs

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How You’ll Benefit

Identifying Benefits• What problem are you solving – and how

will solving the problem improve prospects’ lives?

• What do prospects say they want –especially in an ideal world?

• How will knowing the information you teach help your attendees?


What You Get

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• ParticipantMaterials

• Meals• Critiques• Hot seats• Info products• Private

meeting with speaker

• Newsletter• Articles• Discounts• Seminar

recordings• Second seat• Tote bag• Fun tools and

gifts


Conclusion/Calls to Action

End with a Bang –Not a Whimper

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Option #1

1. Tell them they need to make a choice.

2. Then spell out the choices.3. Then give the call to action.

It’s decision time.

You can either choose to continue struggling to close sales – and continue dealing with the inconsistent cash flow, doubt about your abilities, and frustration of not knowing why you’re landing new clients.

Or you can choose to discover the my time-proven strategies closing more sales – even if you hate to sell.

Reserve your place now.

Option #21. Go back to the big promise and/or

problems you started with.2. Remind them how your event

delivers on the promise or helps solve the problem.

3. End with a call to action.

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Learning how to properly close a sale is hands-down one of the most important skills you can develop –whether you want to be a sales superstar or simply to generate a steady commission.

During Sales Success Academy, you’ll discover an easy-to-follow system and time-proven strategies to double your sales in the next 90 days – even if you hate to sell. Reserve your place now.

Option #31. Remind prospects of the price

they’ll pay by not attending.2. Remind them how your event will

help them avoid that cost.3. End with a call to action.

When you don’t know how to properly close a sale, you leave money sitting on the table at every sales call.

How much it costs depends on what you’re selling and how many sales calls you have each week, of course. But it’s safe to say that you’re losing thousands of dollars each month.

During Sales Success Academy, you’ll discover an easy-to-follow system and time-proven strategies to “read” the prospect and choose the right strategy for closing the sale. The result? You’ll double your sales in the next 90 days (even if you hate to sell) – guaranteed or your money back. Reserve your place now.

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Common Reasons Seminars Are Avoided

• Don’t know how to find prospects• Don’t know how to promote events• Expense• Fear of public speaking

Overcoming the Fear of Public Speaking

• Mindset• Skillset

Cultivating Mindset

• Stay in your space• Divine appointment• Be a beacon

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TIP:You are more nervous inside than you appear on the outside

My #1 Resource for Skill Improvement

Questions?

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Contact Jenny [email protected]

815‐254‐4939

Download the slides at:

www.seminarmarketingpro.com/wealthcounsel

LinkedIn: http://www.linkedin.com/in/jennyhamby

Facebook: http://www.facebook.com/seminarmarketingpro

Twitter: @JennyHamby

© 2015 All Rights Reserved. SeminarMarketingPro.com

wealth counsel webinar v3 - Seminar Marketing Services ... · • Homeownership • Social status ... Identifying Seminar Content If you're like many new promoters, you have a TON

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