Conversion! Drive Attendance to Your Seminar
By Lee B. Salz
is a major difference between visibility and conversion. The key to
success for any event is the understanding of the factors driving
told everyone that you are having a seminar, tele-seminar, Webinar,
etc. As a strategy to gain visibility, you invested in Google Ads
and Facebook ads. You've promoted to your database and posted the
event on your website. You've blogged about it. Yet, you look at
your registrant list and it is not at the level you had hoped. Hey,
you know your stuff! You're an expert on this subject. Why aren't
people signing up?
you are hosting a paid event or a free one, driving attendance is
challenging. All of the advertising in the world does not put people
in your event. It just informs people that you are having an event.
How do you drive attendance for your event? How do you get people to
move from an inert state to an active one? The key to registrant
conversion is the event description. There is a five-step formula
that takes "tire-kickers" and makes them participants.
Issue. The traditional way that event descriptions are written
is to tell the reader what the event is all about. The parallel to
sales is to tell a prospect of a solution when you have not yet
identified a problem. Look at the way this article has been
presented to you. I didn't start with telling you my methodology. I
presented a challenge that faces anyone who hosts events. The
description should start with a problem that the target audience for
the event is experiencing. Thus, the first one, at most two,
paragraphs explain the issue, or problem to the reader.
Impact. We all have problems and issues in our lives. Yet, we
aren't trying to solve all of them this minute. Once the reader has
been presented with the issue, they need to also understand the
impact this is having on them, their business, their family, etc.
Without this element, the reader will simply look at this as another
problem they have and metaphorically throw it in the bucket with the
other ones. The impact creates a sense of urgency and tells the
reader, "Of all of the problems you have, this one needs to be
dealt with right now. It's critical and here is why." The best
way to present the issue is to finish the "issue" portion of the
description with the impact. If you don't tell the reader of the
impact, they will not feel a sense of urgency to resolve it.
Solution. The solution portion of the description is the
opportunity to explain to the reader what information will be
presented during the event that will help the attendee with the
issue that was presented above. It should be clear, concise, and
action oriented. Think of energy words like action-packed, hands-on,
powerful, interactive, etc. You will also want to be mindful of SEO
when writing the solution as it will help search engines to increase
visibility to your event.
The traditional event description usually has a section presenting what
you will learn. That's nice to share, but is not necessarily an
effective way to drive conversion. Consider telling the reader what
they will be able to do immediately following your event that they
either can't do now or can't do as well now. This approach creates
action and energy. It allows the reader to visualize themselves
being more proficient at tackling the problem you presented
Credibility. Unless you have a household name, credibility is a
critical requirement of the event description. Without that, you
will not be able to convert registrants that are not already
familiar with you. In most cases, there are thousands of people who
present similar content. Since time and dollars are fixed, precious
resources, the reader needs to know that you are an expert on this
specific subject and others can vouch for you. What they need to see
is: "Of all of the people in the world from which to learn this
information, why you?
are two components to establishing credibility. The first is to
present, in a few sentences, what makes you an expert on this
specific subject matter. This is very different than a bio. It is
specific to the topic of this event. Why are you passionate about
this subject? Passion sells! The second is the use of testimonials.
Testimonials are critical for converting those who don't know you
into registrants. Use testimonials that vouch for you as an expert
on this topic. A testimonial for you as an author is meaningless
when you are delivering content on financial planning.
those five elements presented, the obvious question is how long
should the description be. The true test of that is to ensure that
the value of the event is consistent with the description. A
description comprised of two sentences and three bullet points does
not convey value. The best suggestion is once you have created your
description, test it on colleagues. Do they see the value? Would
they be motivated to attend? Once the polish is applied, you are
ready to drive registrants to your event!
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