Proving That Attendees Need Your Seminar
You Know That Your Prospects Need Your Seminar … But They Don’t Seem to Agree. Discover 3 Powerful Tips for Getting Them to Recognize Their Need for Your Event
By Jenny Hamby, the Seminar Marketing Pro™
Certified Guerrilla Marketer and Direct-Response Copywriter
You know that your seminar delivers tremendous value and tons of useful content that could very easily transform your attendees’ lives … if only they would register for and attend your seminar.
To ensure that prospective attendees recognize their need for your seminar content in your marketing copy, make sure that your promotional materials include a “Who Should Attend” section or otherwise identify your ideal prospects. For example, you could address your audience in the headline (“A Special Offer for Seminar Promoters …”) or in the salutation (“Dear Seminar Promoter,”).
If you have the time, space and inclination, here are 3 more ways to make lights go off in your prospects’ heads … so they sit up and say, “Hey, this is just what I need!”
1. Include a list of common challenges that attendees will be able to overcome after attending your seminar.
2. Present a checklist of benefits that your prospects want … and that you’ll help them achieve.
3. Include a collection of case studies or a short list of specific results to illustrate how past attendees put your information into action.
Jenny Hamby is a Certified Guerrilla Marketer and direct-response copywriter who helps speakers, coaches and consultants fill seminar seats and make more money from their own seminars and workshops. Her on- and offline direct marketing campaigns have netted response rates as high as 84 percent -- on budgets as small as $125. For more free seminar marketing secrets, visit http://www.SeminarPromotionTips.com.
10 Secrets of Trade Show Selling: #2
Think of your booth as a tiny piece of real estate. Your goal is to secure a location where both traffic and your customers' productive tension are optimized. You must be SEEN in order to capture the attention of your prospects. So let's get right down to business.
If your budget only allows you to purchase a 10'x10' space, the best choice would be a corner. This location gives you exposure on two aisles. A 10'x20' space is best positioned at the END of a row, with both booths facing the short aisle. This location gives you exposure on three aisles. A 20'x20' space would ideally be free-standing, providing you with exposure on ALL sides. A dramatic alternative is to secure all four corners of an intersection. This means virtually every visitor will actually walk through your exhibit.
From a tension management perspective, your location in regard to the natural flow of visitor traffic is critical. Upon arrival, visitors are likely to be quite far UpGrid* — in Power and Power-Stress – where people are moving fast and excited to be at the show. This level of tension stimulates them to hurry through the first portion of the route. As they progress, their level of productive tension steadily drops and as it does, so drops their level of interest. You want them to notice you when they are most likely to pay attention to what you have to offer — when they are in a serious shopping or even buying mode. Therefore, avoid the first aisle or two but select a location in the first half of the flow pattern. You'll meet your prospects after they've settled into the show — but before they get tired!
Keep in mind that some shows impose a flow pattern on visitors while others make no attempt to direct them at all. In the absence of direction to the contrary, our culture has been conditioned to "keep to the right," resulting in movement in a counter-clockwise direction.
The bottom line of the second lesson in Secrets of Trade Show Selling is Location, Location, Location! Decide in advance where the optimal spot would be for your booth and secure it early before all the great locations are taken. Once you have the ideal location, move on to the next lesson which we will explore in another article.
10 Secrets of Trade Show Selling: #2
Think of your booth as a tiny piece of real estate. Your goal is to secure a location where both traffic and your customers' productive tension are optimized. You must be SEEN in order to capture the attention of your prospects. So let's get right down to business.
If your budget only allows you to purchase a 10'x10' space, the best choice would be a corner. This location gives you exposure on two aisles. A 10'x20' space is best positioned at the END of a row, with both booths facing the short aisle. This location gives you exposure on three aisles. A 20'x20' space would ideally be free-standing, providing you with exposure on ALL sides. A dramatic alternative is to secure all four corners of an intersection. This means virtually every visitor will actually walk through your exhibit.
From a tension management perspective, your location in regard to the natural flow of visitor traffic is critical. Upon arrival, visitors are likely to be quite far UpGrid* — in Power and Power-Stress – where people are moving fast and excited to be at the show. This level of tension stimulates them to hurry through the first portion of the route. As they progress, their level of productive tension steadily drops and as it does, so drops their level of interest. You want them to notice you when they are most likely to pay attention to what you have to offer — when they are in a serious shopping or even buying mode. Therefore, avoid the first aisle or two but select a location in the first half of the flow pattern. You'll meet your prospects after they've settled into the show — but before they get tired!
Keep in mind that some shows impose a flow pattern on visitors while others make no attempt to direct them at all. In the absence of direction to the contrary, our culture has been conditioned to "keep to the right," resulting in movement in a counter-clockwise direction.
The bottom line of the second lesson in Secrets of Trade Show Selling is Location, Location, Location! Decide in advance where the optimal spot would be for your booth and secure it early before all the great locations are taken. Once you have the ideal location, move on to the next lesson which we will explore in another article.
