How to draw crowds
to your seminars

Do you hold free seminars for hot prospects?

If you don't, maybe you should consider adding seminars to your marketing mix immediately.

Seminars are a fabulous way to meet with prospects face to face, run a complete demonstration of your feature-rich product, overcome objections, and start closing the sale.

(You'll also have the attractive option of locking all the doors after you finish your pitch and allowing audience members to leave only after they sign a fat site license deal!)

Seminars are definitely worth a try if you're selling a fairly complex product that needs a lot of explanation. Of course, your software has to be expensive enough to justify the chunk of change you'll be spending.

You also must have access to the addresses of prospects who are truly committed to learning more about your software -- IT managers, VPs of Human Resources, CFO's, whoever.

What's the best way to get these prospects to attend your seminar?

There are many package designs and formats you can use, but one thing’s for sure. The letter you write is one of the keys to filling up seats.

Here are some tips to remember next time you write a seminar invitation letter. (Of course, you can always call me and have me write it for you!)

1. Put the title of the seminar, plus the date, time, and place at the top of the letter. Drop everything into a little fine-ruled box (a "Johnson Box").

2. Explain that you are making an exclusive offer. Let the readers know that they are part of the "in crowd." For example, I started a letter to plant managers (from Symbol Technologies) like this:

"On May 10, a select group of professionals
will gather in Hasbrouck Heights, New Jersey
for an extremely informative free seminar
titled ‘Know It Now!’

I am writing today with a personal invitation for you to join these forward-looking managers at this important event. Its purpose? To help you solve some of the toughest problems you face every day."

3. Explain clearly exactly what they’re going to learn at your seminar. Don’t be vague. Use bullets to list the benefits. Start each bullet item with energy:

4. Sell the credentials of the person who’s talking. Let them know that they’ll be picking up pearls of wisdom from a true industry leader, a guru, a living legend. (You get the point.)

5. Scare them. Let them know that if they don’t attend your seminar they’re going to miss out on information that they simply must have. In other words, they’ll be in BIG TROUBLE if they fall behind . . . don’t keep up with what’s happening . . . miss the emerging trend, etc.

6. Let them know that your seminar won’t be offered again (or soon, anyway). They’re in danger of missing out big time if they blow this chance to attend. Tell them seats are available on a first-come, first-served basis and they’d better get moving if they want to reserve a place.

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