Lesson 17:
Send Your Marketing Materials to Prospects
By Daniel Janal
Founder, Great Teleseminars
Hey, you wondered when we were going to get to this point, didn’t you?
Four days before your event, you unleash your Internet marketing campaign.
Most people sign up within 48 hours of the event. That's probably because most people don't know if they are going to be available until the last minute. In today's hectic world, that's not an unrealistic expectation. Of course, that doesn't help you from biting your nails and wondering if anyone will show up on short notice! Don't worry. The first 20 or 30 times I did this, my heart always fluttered. You’re saying "I’m launching this on Monday. I’m doing a seminar on Thursday. What if no one shows up?" It really is scary. Look at your downside. You spent $20 or $25 dollars for the phone line time, that’s it. So if no one shows up you’re out $25. Big deal.
I've seen a number of big-name marketers announce teleseminars to their lists 48 hours before the event. You will want to test the 48-hour timing as well. But for your first teleseminars, give yourself time to market and make modifications.
You might want to use a mailing list provider company to distribute your messages. Here are a few reasons why:
- Handle subscriptions and opt-outs automatically
- Provide perfectly formatted HTML messages that are compatible with any system
- Send text messages in case the prospect's email program can't read HTML
- Count the number of deliveries
- Count the number of times people open messages
- Count the number of times people click on links in the message
- Count the number of times people click on each link (so you can test different calls to action)
- Present reports in real time so you can track timing
I use a company called Constant Contact for this service and I recommend it. If you want to use this service, you can click here for a free 60-day trial.
This service will help you send beautifully formatting messages to prospects and see the results of each call to action that is linked in the message!
Here's one final comment about the short marketing time. I know some of you might disagree with me. I was at a coaching site the other day. It had a list of seminars for the next three weeks out, and some of them were sold out three weeks in advance. That model can work as well. But I have found through my own use and anecdotally through other speakers who follow the same method, that most people sign up for these seminars less than 48 hours before the event.
Traditional Sales
The preceding section is for online marketing efforts. Of course, you can use traditional methods as well. One of my clients is a sales trainer. To market his seminars, he called his clients on the phone and told them about the program. If direct sales is part of your marketing process, you certainly can promote the event weeks, or even months in advance. You should promote the seminar whenever the opportunity presents itself, such as during a normal coaching session, in a seminar or in your printed newsletter or printed sales materials.
Action Steps:
- Send your marketing materials to your list four days before the event. Based on response, continue sending messages each day. Use different headlines in the emails to capture interest.
- If you have a guest who will promote the event to his or her list, be sure to coordinate the timing of the mailing.
- Pay attention to the headlines and orders so you can see which headlines work best.
- Post messages announcing your seminar to newsgroups and lists that allow you to do so.
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