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Website Copy Components For Seminar, Conference, & Online Conversions
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Website Copy Components For Seminar, Conference, & Online Conversions

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

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

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  • 1. Ralph Elliott, PhD Vice Provost and Professor of Economics Emeritus Director, Seminar Marketing Institute Copyright 2009 -2013 All Rights Reserved
  • 2. 2
  • 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. 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. 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. 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
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  • 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
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  • 15. Organize the testimonials for the reader around the most common objections 15
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  • 25. 2525
  • 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 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 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. Conferences and Overcoming Objections at Your Website Often an annual event Multiple speakers and topics Back-to-back or concurrent speakers 29
  • 30. Conferences (continued) Sponsorship support Networking very important May have several „big name‟ keynotes 30
  • 31. Conferences (continued) May be venue driven More elaborate marketing plan Promote team attendance 31
  • 32. Conferences (continued) Post-conference resource center Requires “conference producers” Gross profit margin usually 40% to 60% 32
  • 33. Conferences (continued) Usually have pre- and post-conference workshops May have a planning committee or an advisory board 33
  • 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. 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. 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. 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. Website Content for Conferences to Overcome Objections 15. Download center 16. Press and media page 17. Media sponsors page 18. Photo gallery 38
  • 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. 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
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  • 45. Capture Details on the Prospect Before You Allow a Download??? 45
  • 46. 46
  • 47. Provide a Visual Profile Have a USP 47
  • 48. 48
  • 49. Signs on Each Table for Networking 49
  • 50. 50 All Pics Should Have a Caption
  • 51. Standing Room Only 51
  • 52. Press and PR Info Give Your Conference More Status 52
  • 53. 53
  • 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. Show visual image of meeting area, breaks, reception, and sponsorship area 55
  • 56. 56
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  • 58. Provide a “Can‟t Attend” Option ..Allows People to Listen and View the Conference 58
  • 59. Promoting Online Programs Sales cycle may be much longer May entail multi-step marketing Drive traffic to a special landing page 59
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  • 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
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  • 64. Your Online Marketing Websites to Overcome Objections Content relevance Excellent writing quality Navigation simplicity 64
  • 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
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