Holding successful seminars are an ever present challenge in marketing your business. It is so difficult that advisors often throw up their hands after only a couple of bad experiences and proclaim that seminars simply do not work. It could be that there are mistakes many advisors make of which they are not aware. Bill Good offers six. But it only takes making one or two to jettison seminars out of a strategic marketing plan.
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Seminars can be a great way to grow your business—if you do them well and know what to avoid.
The first mistake is one that can threaten your entire marketing plan, not just the seminar component. Being clueless about what your competitors are doing keeps you in the dark and can make it impossible to differentiate yourself. Here’s where your clients can help you keep track of what they hear from the competition and collecting information about what types of seminar invitations they receive.
Testing your ideas with a small part of your market can tell you how well that brilliant idea you just had might go over with your clients and their friends. Trying to save money on your invitations, especially by only sending electronic ones, can send a message that’s too vague to incite interest. Bullet points that hit at the heart of the benefit clients will receive if they attend your seminar will increase your odds of getting a good crowd.
Location, location, location also holds true for your seminar venue. And making sure your presentation is interesting to your audience and not just to you and your team is critical. This is another time when viewing your clients’ needs from their perspective is vitally important. We can think our ideas are the most brilliant in the world but if they miss what clients are dealing with at the moment, we may never get the chance to implement them.
The last point Good makes is to get away from using Powerpoint except as a very minimal support to as interactive a session as possible. The earlier you get your audience involved in the discussion, the better. You may want to make a few points and comments initially, but it’s imperative to provide only enough information to get a discussion going
Making your seminars spot on point with your audience will create a rapid-fire word-of-mouth response. What better way to get more people coming than to wow those who do come each and every single time. How do you do that? That's easy. Make it all about them. Beginning of story.