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Grab them at "hello" by starting with an event title that
captures the key benefit of attending... "Eliminate 80% of
Registration Hassles with Online Registration." If you get their
excitement flowing right away, they will seek out reasons to
support that feeling instead of being skeptical as they read
on.
"How others have benefited from attending this
event:"
Testimonials are a great way to give credibility to the benefits
of your program. Collect and publish testimonials from past
attendees about what they gained from attending your event.
Create a section in your event summary titled "How others have
benefited from attending this event:" You can make it easy for
past attendees to share their thoughts by calling or emailing
them and asking "What did you get out of this event?" When they
respond, ask if it is ok to share it with others.
"Don't take our word for it, talk to past attendees..."
Take your testimonials one step further by offering to provide
names and phone numbers of past attendees. When someone provides
you with a stellar testimonial, ask them if they would be
willing to share their experience with others, and if it's ok to
share their email address or phone number. Having references
shows confidence to your prospects and enables your happy
attendees to do the selling for you.
"What you will miss by not attending?"
One of the most powerful motivators for people is to tell them
what they will gain from attending or what they will miss if
they don't attend your event. These lists work so well because
it tells your prospects that you understand their pain and have
knowledge that could make their situation easier.
This is an example from a management seminar...
What you will miss by not attending:
*Knowing
what do when your employee is preoccupied or distant
*No
longer feeling like an outsider with your co-workers
*No
longer feeling trapped between needing to report to your boss
and not wanting to micro-manage
*Understanding alternatives
to letting someone go
*Knowing how to reduce anxiety related
to rumors
"No question goes unanswered."
Eliminate any remaining doubts your prospects may have about
value by telling them that they will get ALL their questions
answered. Mention that you will follow up after the program is
over to answer any unanswered questions.
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