Identify the Red Flags
Wednesday, May 13th, 2009Whether you’re trying to figure out what keywords to bid on, what topics to write about when posting articles online, or merely what words to use when promoting your seminars, it’s key to put yourself in your prospects’ shoes.
Be your ideal customer for a minute … and think about:
- What do you really want?
- What solutions are you seeking?
- What dreams are you pursuing?
- What problems are you desperate to solve?
The answers you come up with provide valuable clues about how to hook your prospects … and even position your event.
Some of your prospects might not know the proper terminology for what you offer and/or what they need. For example, I recently consulted with an expert who is new to the seminar business. She expressed relief at finally finding my website because she hadn’t known what keywords to use when trying to find someone who could help her. Listening to her describe her needs and what keywords she had used to try finding me gave me insight into other ways I can describe and market my services, products and events.
Other prospects may not recognize how big their need really is or what they need to solve their problems. Many promoters who contact me are concerned about how to improve their marketing materials, but don’t realize that their mailing list is just as critical to their success. If I talked only about creating a mailing list, my promotions would hold little interest for my prospects. But if I focus on what my prospects think they need, I stand a better chance of capturing their interest.
Talking to prospective customers can help you pinpoint the words and phrases they use when talking about their problems and desired solutions. Regurgitate their words when writing your copy to ensure your language resonates with them.
Want more ideas for writing killer seminar copy? Check out my home study course, How to Successfully Market Seminars and Workshops.