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How To Write A Sales Letter To Promote Your Webinar

Guest post by: Gihan Perera

Article Overview: If you've struggled with writing sales letters or marketing "flyers" for your webinars, I'll give you a simple formula here. This is by no means the only formula, and if it's a really big webinar, you might choose to hire a copywriter to craft your sales letter for you. However, this simpler version will suffice for many of the webinars you offer.

How To Write A Sales Letter To Promote Your Webinar

If you've struggled with writing sales letters or marketing "flyers" for your webinars, I'll give you a simple formula here. This is by no means the only formula, and if it's a really big webinar, you might choose to hire a copywriter to craft your sales letter for you. However, this simpler version will suffice for many of the webinars you offer.

It has six components:

1. Title - a catchy and informative headline
2. Overview - a one-paragraph summary
3. Audience - who this is for
4. Benefits - what they will learn
5. Process - what they get
6. Action - what they should do next

Title Use these guidelines to craft your title:

• Be clear, not clever. "The Three Key Questions You Need to Ask Your Financial Planner" is better than "Goldilocks and the Three Financial Services Bears".
• Be specific. "The Seven Biggest Mistakes..." is better than "The Biggest Mistakes..."
• Be intriguing without being obscure. If appropriate, use words like "Secrets", "Mistakes" and "Unknown" to hook your readers.
• Promise take-away value. "How to Save Money when Buying Car Insurance" is better than "Why You're Probably Paying Too Much for Your Car Insurance".
• News sells. If your material is genuinely new, use words like "New", "Innovative", "Brand-New" and "Breaking (News)".

Overview Write a one-paragraph summary of the topic, for time-poor readers who just want the 20-second overview. They probably won't make their buying decision on this alone, but its purpose is to convince them to keep reading.

Audience ("Who is this for?") This is more than just listing a set of demographics ("This webinar is for accountants, lawyers, financial planners and others in professional service firms"). Be more specific and list the specific situations people are in when they most require this webinar - for example:

• "Accountants who need to understand the new tax laws as they apply to family businesses"
• "Lawyers who are moving into business development roles"
• "Managers of Generation Y staff, who are concerned about high turnover"

Benefits ("What will you learn?") List the benefit-oriented results they will achieve from attending your webinar - for example:

• "All your sales team will perform at the level of your 'Stars'"
• "You'll have a happier and more productive team"
• "You'll save an hour each day"

This is also a good place for inserting relevant benefit-oriented testimonials, if you have them. Process ("How does it work?") First, they are getting the webinar, so provide the details of how it works: The date and time (including time zone), the duration, the equipment required to participate, the level of interaction you will offer and (if relevant) the size of the group.

If they get anything else as well, make sure you describe that: A recording, a handout, a special report, a research white paper, a follow-up phone consulting session, and so on.

Action ("So what happens now?") End with a clear call to action. Tell them exactly what you would like them to do next - pick up the phone, register directly, register and pay using your shopping cart, e-mail you to ask for an invoice, or whatever you require.

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Article Tags: copywriting, webinars



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