By Jenny Hamby, the Seminar Marketing Pro™
Certified Guerrilla Marketer and Direct-Response Copywriter
When you offer two or three different seminars that appeal to the same audience, you might be tempted to market all of the events together. After all, it’s usually more cost effective to print and mail just one brochure rather than two or three.
It may be cost effective. But it may not be as profitable. Here’s why.
Research has shown that marketing multiple seminars in the same brochure lowers response rates for each individual course. Prospects may feel like they have to choose between the seminars. A more effective strategy to maximize attendance in each course is to market them separately.
To find out what works best with your audience – and to determine which approach generates the most PROFIT – test a multi-course brochure against individual brochures.
TIP: If you decide to stick with a multi-seminar brochure, overcome prospects’ tendency to want to pick one event over the others by offering a discount or other reward if they register for all of the events.
Jenny Hamby is a Certified Guerrilla Marketer and direct-response copywriter who helps speakers, coaches and consultants fill seminar seats and make more money from their own seminars and workshops. Her on- and offline direct marketing campaigns have netted response rates as high as 84 percent … on budgets as small as $125. For seven of her most powerful seminar marketing secrets, click here.
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