Seminar marketing is still one of the most effective ways for financial advisers and producers to gain new prospects and build brand awareness. But what’s a seminar without an audience? Even though your information may be compelling, how do you get your audience just as excited as you are? Here are a few simple tips to make sure your next seminar gets the anticipation it deserves!
Have a Compelling Message, and Make It Simple
As direct mailing experts, we know just how important good headlines are; in fact having a compelling headline is one of the most vital components to getting your prospects both excited, and interested in attending your seminars. Depending on the topic, certain headlines are going to be more compelling than others, and for this reason, we recommend testing your headlines to determine which will work best (we’ve tested literally thousands of headlines across the financial services industry in order to determine which headlines will work best on a myriad of different financial topics).
So what is a compelling message, and what makes for a compelling message? A compelling message is something that makes people look twice; but not in the “tabloid” drama sense. Instead, compelling messages in this context quickly communicate and identify pain point(s) your potential prospects are experiencing, and then offer a solution. For this reason, focusing the topic around a pain point and centering your seminar as the solution to address these pain points can make for an extremely captivating headline.
Important things to consider when designing your headline message:
- Don’t Focus On “Yourself”
One of the worse ways to approach headlines is trying to center the message around you instead of around the prospect and the pain point(s) they are experiencing. Many professionals feel inclined to start talking about themselves right away and what makes them perhaps better than competitors in the industry. This is a huge mistake; there will always be time to communicate this information in your seminar. But what people will really pay attention to is potential “Solutions” for the current “Problems”.
- Keep The Headline Simple And To The Point
Another common error is trying to put too much information into your header and confusing your prospects. Realizing that your prospects are busy is important when considering your headline. Don’t make your prospects have to overthink what they’re looking at. Make the purpose of your seminar marketing very clear and why it’s relevant to them all in a single line.
- Negative Urgency Goes a Long Way
Having negative urgency in your headlines or subtitles can be a very powerful way to grab hold of your prospects attention. The reason why is because negative urgency has been shown to have some of the most powerful psychological effects for creating action. An example of negative urgency can be the fear of missing out on something, losing something, the consequences of not taking action, or the what if’s…
Promote the Seminar Effectively and Make Your Advertising Stand Out
There’s a famous phrase that has garnered much attention over the years, “Build it, and they will come”; unfortunately when it comes seminars, this is simply not the case. The reality is that as informative as seminars may be, you still have to market them successfully. This process takes planning, targeting, and strategic marketing efforts to ensure the time and money spent will be well worth it!
When you are thinking about marketing your seminar, ask these questions:
- Is There a Specific Target Market to Consider for This Topic?
Are there any specific demographics, such as Male/Female, Household Income, Marital Status, Relevant Age Groups (I.E. Middle Aged, Seniors,) or etc.?
The more you can segment out your target market, the more relevant you can design your advertising to appeal towards them. Sometimes you can have multiple market segments that fall under different sets of criteria. It’s important to consider these different variables so you’re not potentially wasting your marketing dollars on prospects, which, for instance, can’t afford your services, or may not find them relevant.
- Which Marketing Channel is the Most Relevant for Marketing Your Seminar?
One of the most difficult questions you need to ask yourself is which marketing channel makes the most sense to get the word out. The reason why this can be so difficult is because all of the available marketing channels out there. But you really need to consider what marketing channel will be the most relevant for marketing your seminar and giving you the best bang for your buck.
We can tell you firsthand that if you’re looking for local prospects and ROI, direct mail is your best option. Don’t let some of the costly upfront investments detour you; direct mail still outperforms all other channels combined by nearly 600%!
- Does Your Marketing Stand Out?
As stated earlier, people have very busy lives, if you want to break through the mold; your advertising has to stand out. But there’s a right, and wrong way to stand out; so make sure you tread this water carefully. Here are some things to consider when making your advertising stand out: Compelling Headline, Vibrant Colors, Intriguing Design, Powerful Copy, Format, and Deliverability.
At Resource Solutions we take pride in guiding our clients down the often complicated process of marketing their seminars correctly. If you’re financial adviser or producer, please feel free to contact us if you have any questions about how we can help!