Ralph Elliott, PhD
Vice Provost and Professor of Economics Emeritus
Director, Seminar Marketing Institute
Copyright 2009 -...
2
Agenda
The Nine Most Common Objections to
Overcome at Your Website
Overcoming Objections for Seminars
Overcoming Objection...
Nine Most Common Objections to
Registering for a Program
1. I don‟t believe in the program provider
2. I don‟t think I‟ll ...
Nine Most Common Objections to
Registering for a Program
4. It looks like a comprehensive program, but
it won‟t help me wi...
The Nine Most Common Objections to
Registering for a Program
7. I can‟t afford to go
8. Same old thing
9. It‟s not at a co...
7
8
9
Seminars and Overcoming
Objections at Your Website
Usually one or two speakers
Held at multiple dates and locations
Availa...
11
12
13
14
Organize the
testimonials for the
reader around the most
common objections
15
16
17
18
19
20
21
22
23
24
2525
26
TITLE COPY. What are five snappy, benefits-laden
titles for your topics?
1.
2.
3.
4.
5.
Speaker Promo Copy Form
27
What
Whether
Who
When
Where
How
A special
Why
Tested
BENEFITS LIST COPY. List at least 13 specific and
concrete advanta...
28
GUARANTEE COPY. In this section, list two
promises you make to your audience about
your presentation. “When you leave m...
Conferences and Overcoming
Objections at Your Website
Often an annual event
Multiple speakers and topics
Back-to-back or c...
Conferences (continued)
Sponsorship support
Networking very important
May have several „big name‟ keynotes
30
Conferences (continued)
May be venue driven
More elaborate marketing plan
Promote team attendance
31
Conferences (continued)
Post-conference resource center
Requires “conference producers”
Gross profit margin usually 40% to...
Conferences (continued)
Usually have pre- and post-conference
workshops
May have a planning committee or an
advisory board...
Conferences (continued)
Table-top displays or exhibit hall could be
included
Usually expect to have a greater “buzz”
surro...
Website Content for Conferences to
Overcome Objections
1. Venue and date
2. A strong call for action
3. Agenda (Blow by Bl...
Website Content for Conferences to
Overcome Objections
6. Why attend
7. What‟s unique
8. Profile of past attendees
9. Canc...
Website Content for Conferences to
Overcome Objections
11. Video testimonial
12. Written testimonials
13. Award informatio...
Website Content for Conferences to
Overcome Objections
15. Download center
16. Press and media page
17. Media sponsors pag...
Website Content for Conferences to
Overcome Objections
19. Forward to a friend ( viral marketing)
20. Podcast overview
21....
Website Content for Conferences to
Overcome Objections
23. Team Attendance
24. Networking opportunities
25. Bring some of ...
41
42
43
44
Capture Details on the Prospect
Before You Allow a Download???
45
46
Provide a
Visual
Profile
Have a
USP
47
48
Signs on Each Table for Networking
49
50
All Pics Should Have a Caption
Standing Room Only
51
Press and PR Info Give Your
Conference More Status
52
53
Meet me at
88x33
Meet me at
88x33
Meet me at
120x50
Meet me at
120x90
Meet me at
120x240
&
European Text
Analytics
Summit
...
Show visual
image of
meeting
area,
breaks,
reception,
and
sponsorship
area
55
56
57
Provide a “Can‟t Attend” Option
..Allows People to Listen and View
the Conference
58
Promoting Online Programs
Sales cycle may be much longer
May entail multi-step marketing
Drive traffic to a special landin...
60
Promoting Online Programs
Collect Inquiries for follow-up
Follow-up may be more „labor intensive‟
Online chat option seems...
62
63
Your Online Marketing Websites to
Overcome Objections
Content relevance
Excellent writing quality
Navigation simplicity
64
Your Online Marketing Websites to
Overcome Objections
Ease of form completion and quality of your
email response
Effective...
66
67
68
69
70
71
72
73
Upcoming SlideShare
Loading in...5
×

Website Copy Components For Seminar, Conference, & Online Conversions

344

Published on

Take a look at the seminar, conference, and online copy components you should have at your website to convert visitors into paying registrations.

Published in: Education, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
344
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Website Copy Components For Seminar, Conference, & Online Conversions "

  1. 1. Ralph Elliott, PhD Vice Provost and Professor of Economics Emeritus Director, Seminar Marketing Institute Copyright 2009 -2013 All Rights Reserved
  2. 2. 2
  3. 3. Agenda The Nine Most Common Objections to Overcome at Your Website Overcoming Objections for Seminars Overcoming Objections for Conferences Overcoming Objections for Online Programs 3
  4. 4. Nine Most Common Objections to Registering for a Program 1. I don‟t believe in the program provider 2. I don‟t think I‟ll get anything (or enough) out of this program 3. These people can‟t tell me anything I don‟t already know 4
  5. 5. Nine Most Common Objections to Registering for a Program 4. It looks like a comprehensive program, but it won‟t help me with the problems I have today 5. It‟s a nice program for everyone else, but it‟s not geared to my specific needs - most of it will be a waste of my time 6. I don‟t have time to attend 5
  6. 6. The Nine Most Common Objections to Registering for a Program 7. I can‟t afford to go 8. Same old thing 9. It‟s not at a convenient time or place 10. What are the objections you find? 6
  7. 7. 7
  8. 8. 8
  9. 9. 9
  10. 10. Seminars and Overcoming Objections at Your Website Usually one or two speakers Held at multiple dates and locations Available for in-house presentation May have limited enrollment Speaker bios are very important. Several seminars may equal certificate 10
  11. 11. 11
  12. 12. 12
  13. 13. 13
  14. 14. 14
  15. 15. Organize the testimonials for the reader around the most common objections 15
  16. 16. 16
  17. 17. 17
  18. 18. 18
  19. 19. 19
  20. 20. 20
  21. 21. 21
  22. 22. 22
  23. 23. 23
  24. 24. 24
  25. 25. 2525
  26. 26. 26 TITLE COPY. What are five snappy, benefits-laden titles for your topics? 1. 2. 3. 4. 5. Speaker Promo Copy Form
  27. 27. 27 What Whether Who When Where How A special Why Tested BENEFITS LIST COPY. List at least 13 specific and concrete advantages your audience will gain from your presentation. Use the following words to stimulate your thinking. Speaker Promo Copy Form
  28. 28. 28 GUARANTEE COPY. In this section, list two promises you make to your audience about your presentation. “When you leave my session, you will …” 1. ___________________________ 2. ___________________________ Speaker Promo Copy Form
  29. 29. Conferences and Overcoming Objections at Your Website Often an annual event Multiple speakers and topics Back-to-back or concurrent speakers 29
  30. 30. Conferences (continued) Sponsorship support Networking very important May have several „big name‟ keynotes 30
  31. 31. Conferences (continued) May be venue driven More elaborate marketing plan Promote team attendance 31
  32. 32. Conferences (continued) Post-conference resource center Requires “conference producers” Gross profit margin usually 40% to 60% 32
  33. 33. Conferences (continued) Usually have pre- and post-conference workshops May have a planning committee or an advisory board 33
  34. 34. Conferences (continued) Table-top displays or exhibit hall could be included Usually expect to have a greater “buzz” surrounding a conference vs. a seminar 34
  35. 35. Website Content for Conferences to Overcome Objections 1. Venue and date 2. A strong call for action 3. Agenda (Blow by Blow) 4. Early bird discount 5. Social Media Links 35
  36. 36. Website Content for Conferences to Overcome Objections 6. Why attend 7. What‟s unique 8. Profile of past attendees 9. Cancellation policy 10. FAQs 36
  37. 37. Website Content for Conferences to Overcome Objections 11. Video testimonial 12. Written testimonials 13. Award information 14. Q and A with speakers option 37
  38. 38. Website Content for Conferences to Overcome Objections 15. Download center 16. Press and media page 17. Media sponsors page 18. Photo gallery 38
  39. 39. Website Content for Conferences to Overcome Objections 19. Forward to a friend ( viral marketing) 20. Podcast overview 21. Show related events 22. Guarantee 39
  40. 40. Website Content for Conferences to Overcome Objections 23. Team Attendance 24. Networking opportunities 25. Bring some of the topics on-site 26. Option for those who can‟t attend 40
  41. 41. 41
  42. 42. 42
  43. 43. 43
  44. 44. 44
  45. 45. Capture Details on the Prospect Before You Allow a Download??? 45
  46. 46. 46
  47. 47. Provide a Visual Profile Have a USP 47
  48. 48. 48
  49. 49. Signs on Each Table for Networking 49
  50. 50. 50 All Pics Should Have a Caption
  51. 51. Standing Room Only 51
  52. 52. Press and PR Info Give Your Conference More Status 52
  53. 53. 53
  54. 54. Meet me at 88x33 Meet me at 88x33 Meet me at 120x50 Meet me at 120x90 Meet me at 120x240 & European Text Analytics Summit 120x240 Meet me at 125x125 & European Text Analytics Summit 125x125 European Text Analytics Summit 250x125 European Text Analytics Summit 300x240 European Text Analytics Summit 250x250 European Text Analytics Summit 120x600 European Text Analytics Summit 234x60 54
  55. 55. Show visual image of meeting area, breaks, reception, and sponsorship area 55
  56. 56. 56
  57. 57. 57
  58. 58. Provide a “Can‟t Attend” Option ..Allows People to Listen and View the Conference 58
  59. 59. Promoting Online Programs Sales cycle may be much longer May entail multi-step marketing Drive traffic to a special landing page 59
  60. 60. 60
  61. 61. Promoting Online Programs Collect Inquiries for follow-up Follow-up may be more „labor intensive‟ Online chat option seems to be a „best practice‟ 61
  62. 62. 62
  63. 63. 63
  64. 64. Your Online Marketing Websites to Overcome Objections Content relevance Excellent writing quality Navigation simplicity 64
  65. 65. Your Online Marketing Websites to Overcome Objections Ease of form completion and quality of your email response Effective site search engine Search engine optimization elements 65
  66. 66. 66
  67. 67. 67
  68. 68. 68
  69. 69. 69
  70. 70. 70
  71. 71. 71
  72. 72. 72
  73. 73. 73
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×