When promoting live seminars, as well as virtual events such as teleseminars and webinars, it's critical to continue promoting your event right up until you start delivering content. Seminar producers who track their sales typically see a dramatic increase in their registrations in the days leading up to an event. For teleseminars and webinars, the big increase is seen in the final few days before the event. If offering a live event that lasts a full day or more, the increase usually happens in the last two weeks.
But to enjoy the big increase and maximize your registrations, you have to stay in front of your prospects. Many promoters give up too soon, pulling the plug on their events three, four and sometimes more weeks out. They do so out of the fear of being stuck with food and beverage costs, as well as paying for unused sleeping rooms, for an event that won't happen. In fact, they may be cancelling their event right around the time that many prospects are getting around to evaluating whether to attend.
Email is an excellent and affordable way to keep prospects updated about your event. But some promoters are wary about using this tool too often, for fear of irritating their prospects. If you're concerned that you are emailing your list too often, consider these tips:
The best approach is one that makes you feel slightly uncomfortable, as well as a little more confident, bolder and promotional than you normally feel. You need to have a bit of swagger and sass when marketing. But at the same time, you need to feel comfortable with how you are promoting. If you're not, your discomfort will be communicated on some level. Unfortunately, your uncertainty will come across as not believing in your event vs. not believing in your marketing approach.
Jenny Hamby is a direct-response copywriter and Certified Guerrilla Marketer who helps consultants, speakers, and coaches to create Internet, advertising and direct-mail campaigns to boost revenue and generate qualified leads for their businesses. She is also author of How to Successfully Market Seminars and Workshops, a home-study course that shows professionals how to develop marketing plans and promotional materials to fill seminar seats. Claim your copy of her e-course, 31 Secrets to Jumpstart Your Seminar Promotions.