SeminarSavvy.com

Before you sit down to write a single word of copy, think carefully about who you really want to see sitting in your seminar seats. Analyzing your perfect attendee up front will make your copy more effective — and also make it easier to write.

If you try to be everything to all people — all people being the myriad types of folks who could benefit by participating in your seminar — your copy will be blah and will likely appeal to no one.

But if you can pick a primary audience to focus on, you can speak directly to their problems and desires.

During one recent project, the primary audience we were targeting changed as the copy developed. The client initially chose to focus on an audience that was large and somewhat desperate. But as the project developed and feedback came in from various trusted advisors and potential attendees, the client realized that shifting focus to a smaller — but more lucrative — audience would be a better strategy.

As a result of the change in focus, we had to rework some of the copy. Verbiage that appealed to the first audience would repel the second group. It added more work to the project … but in the end, we had a stronger letter.

As you implement your marketing plans, follow my client’s lead and keep your ears and eyes open. It’s better to invest a little extra time reworking your marketing pieces than to stick to a flawed marketing strategy once you have feedback that recommends a shift in direction.