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.

Speaker Promo Copy Form

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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. ___________________________

Speaker Promo Copy Form

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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Conferences (continued)

May be venue driven

More elaborate marketing plan

Promote team attendance

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Conferences (continued)

Post-conference resource center

Requires “conference producers”

Gross profit margin usually 40% to 60%

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Conferences (continued)

Usually have pre- and post-conference workshops

May have a planning committee or an advisory board

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Conferences (continued)

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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Website Content for Conferences to Overcome Objections

6. Why attend

7. What’s unique

8. Profile of past attendees

9. Cancellation policy

10.FAQs

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Website Content for Conferences to Overcome Objections

11. Video testimonial

12. Written testimonials

13. Award information

14. Q and A with speakers option

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Website Content for Conferences to Overcome Objections

15. Download center

16. Press and media page

17. Media sponsors page

18. Photo gallery

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Website Content for Conferences to Overcome Objections

19. Forward to a friend ( viral marketing)

20. Podcast overview

21. Show related events

22. Guarantee

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Website Content for Conferences to Overcome Objections

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

European Text Analytics Summit

250x125

European Text Analytics Summit

300x240

European Text Analytics Summit

250x250

European Text Analytics Summit

120x600

European Text Analytics Summit

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? elliot@clemson.edu

Thank you!

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