Website Copy Components For Seminar, Conference, & Online Conversions

Ralph Elliott, PhD

Vice Provost and Professor of Economics Emeritus

Director, Seminar Marketing Institute

Copyright 2009 -2013 All Rights Reserved

Chicago Annual Conference

Copy & Navigational

Components

For Your Seminar/Conference

& Online Website

Introduction

Ralph Elliott, Clemson University

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Agenda

The Nine Most Common Objections to Overcome at Your Website

Overcoming Objections for Seminars

Overcoming Objections for Conferences

Overcoming Objections for Online Programs

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Nine Most Common Objections to Registering for a Program

1. I don’t believe in the program provider

2. I don’t think I’ll get anything (or enough) out of this program

3. These people can’t tell me anything I don’t already know

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Nine Most Common Objections to Registering for a Program

4. It looks like a comprehensive program, but it won’t help me with the problems I have today

5. It’s a nice program for everyone else, but it’s not geared to my specific needs - most of it will be a waste of my time

6. I don’t have time to attend

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The Nine Most Common Objections to Registering for a Program

7. I can’t afford to go

8. Same old thing

9. It’s not at a convenient time or place

10. What are the objections you find?

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Seminars and Overcoming Objections at Your Website

Usually one or two speakers

Held at multiple dates and locations

Available for in-house presentation

May have limited enrollment

Speaker bios are very important.

Several seminars may equal certificate

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Organize the testimonials for the

reader around the most common objections

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TITLE COPY. What are five snappy, benefits-laden titles for your topics?

1. 2.3. 4. 5.

Speaker Promo Copy Form

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WhatWhetherWhoWhenWhere

HowA specialWhyTested

BENEFITS LIST COPY. List at least 13 specific and concrete advantages your audience will gain from your presentation. Use the following words to stimulate your thinking.


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GUARANTEE COPY. In this section, list two promises you make to your audience about your presentation. “When you leave my session, you will …”

1. ___________________________

2. ___________________________


Conferences and Overcoming Objections at Your Website

Often an annual event

Multiple speakers and topics

Back-to-back or concurrent speakers

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Conferences (continued)

Sponsorship support

Networking very important

May have several ‘big name’ keynotes

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May be venue driven

More elaborate marketing plan

Promote team attendance

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Post-conference resource center

Requires “conference producers”

Gross profit margin usually 40% to 60%

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Usually have pre- and post-conference workshops

May have a planning committee or an advisory board

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Table-top displays or exhibit hall could be included

Usually expect to have a greater “buzz” surrounding a conference vs. a seminar

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Website Content for Conferences to Overcome Objections

1. Venue and date

2. A strong call for action

3. Agenda (Blow by Blow)

4. Early bird discount

5. Social Media Links

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6. Why attend

7. What’s unique

8. Profile of past attendees

9. Cancellation policy

10.FAQs

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11. Video testimonial

12. Written testimonials

13. Award information

14. Q and A with speakers option

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15. Download center

16. Press and media page

17. Media sponsors page

18. Photo gallery

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19. Forward to a friend ( viral marketing)

20. Podcast overview

21. Show related events

22. Guarantee

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23. Team Attendance

24. Networking opportunities

25. Bring some of the topics on-site

26. Option for those who can’t attend

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Capture Details on the Prospect Before You Allow a Download???

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Provide a Visual Profile

Have a USP

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Signs on Each Table for Networking

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All Pics Should Have a Caption

Standing Room Only

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Press and PR Info Give Your Conference More Status

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Meet me at88x33

Meet me at88x33

Meet me at120x50

Meet me at120x90

Meet me at120x240

&

European Text Analytics Summit 120x240

Meet me at125x125

&

European Text Analytics Summit

125x125


250x125


300x240


250x250


120x600


234x60

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Show visual image of meeting

area, breaks,

reception, and

sponsorship area

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Provide a “Can’t Attend” Option ..Allows People to Listen

and View the Conference

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Promoting Online Programs

Sales cycle may be much longer

May entail multi-step marketing

Drive traffic to a special landing page

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Promoting Online Programs

Collect Inquiries for follow-up

Follow-up may be more ‘labor intensive’

Online chat option seems to be a ‘best practice’

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Your Online Marketing Websites to Overcome Objections

Content relevance

Excellent writing quality

Navigation simplicity

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Your Online Marketing Websites to Overcome Objections

Ease of form completion and quality of your email response

Effective site search engine

Search engine optimization elements

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Questions? Comments?

Concerns? [email protected]

Thank you!

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Website Copy Components For Seminar, Conference, & Online Conversions

Education

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