Are Prospects Missing the Value of Your Seminar?
Thursday, March 12th, 2009“I deliver a great seminar. But my prospects don’t see the value in taking a day from their businesses to attend my event.”
If this sounds familiar, it is possible that your event really isn’t worth the time investment participants would need to make to attend. Perhaps your seminar doesn’t deliver content that is timely, relevant to your audience, important to them, or critical to know NOW. It’s also possible that the content you’re delivering is readily available in other formats that are easier to access.
Most likely, though, you’re not adequately communicating the real value of your event.
If prospects read or listen to your promotions and don’t understand why attending is so important that they should schedule a day away from their regular lives, you need to do a better job of explaining what the event is about. The communication you’re sending is the only thing you have control over; you can’t force the recipients “get it.” If your message isn’t connecting, it’s time to tinker with your message.
Look at your promotions from your prospects’ perspective, and ask yourself the following questions to identify areas where you can improve your copy:
- Do you understand why it’s urgent to attend now — why waiting a few months or a year to attend will be detrimental to your success … or even survival?
- Is it clear how you’ll benefit by attending a seminar vs. obtaining this information via a teleseminar, report or simple online research?
- Does the copy adequately explain what will be taught — and provide such an overwhelming amount of proof that you know with total certainty that you’ll gain a ton of valuable information by attending?
- Do you have the impression that attending will give you a competitive advantage … and that not attending could put you at a disadvantage?
- Do you understand how attending will give you the knowledge and skills to produce a positive return on investment?
- Is there any indication of how big of an ROI you could potentially see … or how fast you’ll recoup your investment?
- Are there testimonials from other people like you who have attended this training in the past?
- Are you 100 percent sure that the seminar applies to you? Does the copy list your profession or title under “Who Should Attend”?
- Does the copy describe the problem(s) the seminar will solve … and the solution(s) you’ll get by participating?
- Is the seminar delivering significantly more value than you’ll invest to attend?
If, after reviewing these questions, you’re still having a hard time identifying where your copy could be strengthened, get feedback from people who aren’t familiar with your seminar.
For the most valuable input, seek out people who would make ideal prospects for your seminar. Ask them to share their candid feedback about your promotional materials, and invite their ideas for making your offer irresistible.