First, avoid such mistakes in your seminar promotion as:
1. Featuring just the seminar title as the headline, instead of a strong benefit or attention grabber. People need to be promised a tangible outcome;
2. Not including a sub-heading to expand on the benefits in the headline;
3. Not using bullet points that outline the topics and the benefits, and not using involvement words at the beginning of each benefits phrase (e.g. instead of "time management" the point would read "learn simple yet profound techniques to manage your time easily so you actually free up 10 or more hours each and every week");
4. Not having an early bird offer. An early bird offer can increase responses by 25 - 100% by limiting procrastination;
5. Not featuring “genuine” testimonials complete with name and location details;
6. Not offering a money back guarantee;
7. Not promoting a sense of urgency in the call to act. If seating is limited, say to call now to avoid disappointment;
8. Not making it easy for people to respond by including ALL contact details and giving multiple payment options.
Having a powerfully written seminar flyer is great, but it's only one element of a well-thought-out campaign. 18 other marketing initiatives to maximize your seminar success are:
1. A teaser “reserve this date” postcard;
2. A personalized campaign with seminar flyer and a covering letter;
3. Broadcast fax campaign;
4. Email campaign;
5. Email advertorial;
6. PR - online and offline;
7. Discussion groups;
8. FREE event listings - online and offline;
9. Online advertising - google and other;
10. Endorsed campaigns from strategically aligned companies to their client bases promoting your seminar;
11. Referral campaign to past attendees offering an incentive for recommending their friends to attend;
12. Business box flyers;
13. Radio advertising;
14. A follow-up fax;
15. A follow-up phone call;
16. Post-seminar prospect nurturing and conversion;
17. A presentation that sells; and
18. Take home material that sells.
Kris Mills is a direct response copywriter, author, trainer and Managing Director of Words that Sell Pty Ltd., a response driven direct marketing consultancy, and publisher of many marketing and copywriting resources. Dozens more articles and ebooks are available at this site.
Sell Your Seminar - To learn more about this author, visit Donald F. Pooley's Website.
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