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PLF for free seminars?

by enger
10 replies
Gents, does anyone have any ideas for launching a free seminar?

Background: I have written a sales page for a free 2 day seminar. The client is a large seminar marketing firm with a big in-house list and the seminar has a number of well known speakers.

Normally our launch sequence is pretty basic, that is to say in the past we've used some basic speaker intro videos, testimonial emails, FAQs etc in our launch sequence. The client wants to shake things up a little now and try some more radical PLF style funnels.

At this stage, we're thinking of doing a Facebook survey/competition (eg. What are your two biggest problems with xxx. Answer and win a Xx), followed up with a series of content videos solving the most burning issues.

Has anyone tried this "seed-style" launch for a free offline seminar? If so, any tips? Any other comments as well on how you've sold free seminars?
#free #plf #seminars
  • Profile picture of the author gjabiz
    enger,

    Just trying to wrap my head around this. Cause, it is confusing to me.

    You have written a "sales" letter, which puts butts in seats at a 2 day FREE seminar. Is this correct?

    Now, your client, a BIG seminar producer wants to shake things up, and has given you the idea that a Facebook survey, about pressing issues regarding XXX and then he will create videos to answer these most pressing questions...

    then, why...

    why would they need to come to the 2 day FREE seminar if their most pressing questions have been answered?

    Without knowing much more, it seems like a lot of expensive work, to create self-defeating information, the kind which could keep people away from the 2 day event.

    TWO days of FREE info means a huge back end. There must be tremendous lifetime value here. To give up 2 days of time is huge to most people.

    Why not just try to perfect what is (apparently) already working, the thing which made them so BIG...

    By testing copy variations? Which could be more for you and save them a lot of production time and money.

    Is this so-called "shake up" necessary? Or is it just an executive's whim?

    Who is going to produce the videos? You? How long will it take? How much expense? Do they have the TIME to go such a route?

    It just sounds confusing. Perhaps, and this without knowing anything at all...you might help clarify your client's thinking a little.

    gjabiz

    Originally Posted by enger View Post

    Gents, does anyone have any ideas for launching a free seminar?

    Background: I have written a sales page for a free 2 day seminar. The client is a large seminar marketing firm with a big in-house list and the seminar has a number of well known speakers.

    Normally our launch sequence is pretty basic, that is to say in the past we've used some basic speaker intro videos, testimonial emails, FAQs etc in our launch sequence. The client wants to shake things up a little now and try some more radical PLF style funnels.

    At this stage, we're thinking of doing a Facebook survey/competition (eg. What are your two biggest problems with xxx. Answer and win a Xx), followed up with a series of content videos solving the most burning issues.

    Has anyone tried this "seed-style" launch for a free offline seminar? If so, any tips? Any other comments as well on how you've sold free seminars?
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    • Profile picture of the author enger
      Ah sorry for confusion.... The survey is part of the sales funnel. Let me explain in more detail...

      1. Client normally send a 16 step email sequence to their in-house list for each seminar. These emails are the usual story type emails about why you should attend, introductions to the key note speakers, frankly I shocked you haven't responded etc.

      2. Obviously this company sells stuff to their attendees on the backend at the event, with each attendee normally worth between $500 to $1,000 each to them in backend sales. That's why they want as many people in that room as possible.

      3. The shake up is trying content videos during the launch. The survey was just an idea so 1) the client can create a two way conversation with their large list rather than a one way email conversation, and 2) create viral marketing for their event.

      Just wondering if anyone had tried using Facebook surveys like this during a product launch, that's all... An alternative would be too encourage people just to leave a Facebook comment I guess.
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      • Profile picture of the author wordwizard
        I haven't been involved in this particular approach, but surveys are always a great idea - they really help you nail your audience and they get people involved too.

        So I would go for it...
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        • Profile picture of the author marciayudkin
          Two questions.

          1)What does PLF mean?

          2)Why in the world did you start your question "Gents"? Surely you don't believe "Ladies" are not intelligent members of this forum, too.

          Marcia Yudkin
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          • Profile picture of the author Cool Hand Luke
            Originally Posted by marciayudkin View Post

            Two questions.

            1)What does PLF mean?

            2)Why in the world did you start your question "Gents"? Surely you don't believe "Ladies" are not intelligent members of this forum, too.

            Marcia Yudkin


            Lol no need for the hypersensitivity Marcia, I highly doubt he was making some anti-feminist stance by addressing a forum filled with mostly men as "gents"
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            • Profile picture of the author wordwizard
              Originally Posted by Cool Hand Luke View Post



              Lol no need for the hypersensitivity Marcia, I highly doubt he was making some anti-feminist stance by addressing a forum filled with mostly men as "gents"
              "Mostly men"? Yes, they may be in the majority, but there are quite a few women here as well...

              I'm not going to list them here, but anyone who's even just casually browsed this forum would have found several of them...

              And Marcia isn't the only one who found the "gents" a bit grating.

              P.S.: I believe PLF stands for Product Launch Formula (as per Jeff Walker, used by Frank Kern and countless others)
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              • Profile picture of the author Cool Hand Luke
                Originally Posted by wordwizard View Post

                "Mostly men"? Yes, they may be in the majority
                Exactly.... which is why I said "mostly men". Because that's what majority means.

                Originally Posted by wordwizard View Post

                but there are quite a few women here as well...I'm not going to list them here, but anyone who's even just casually browsed this forum would have found several of them...
                Not that many, really. Your point is well taken though.

                Originally Posted by wordwizard View Post

                And Marcia isn't the only one who found the "gents" a bit grating.
                Lol why? Seems odd to be an adult who's so hypersensitive and gets upset because a random stranger on a copywriting forum didn't directly address your gender due to what's obviously just a simple oversight.

                No need to make an issue out of nothing; that's not a good look for anyone.
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          • Profile picture of the author enger
            Originally Posted by marciayudkin View Post

            Two questions.

            1)What does PLF mean?

            2)Why in the world did you start your question "Gents"? Surely you don't believe "Ladies" are not intelligent members of this forum, too.

            Marcia Yudkin
            Marcia...

            1. PLF is Product Launch Formula

            2. Cripples, the last person I wanted to offend was you. I have a couple of your books and think you're a gun! But you're right, next time I will address to all. My wife and mother will probably make me pay for those comments as well if that makes you feel any better
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            • Profile picture of the author Marvin Johnston
              Originally Posted by enger View Post

              Marcia...
              2. Cripples, the last person I wanted to offend was you. I have a couple of your books and think you're a gun! But you're right, next time I will address to all. My wife and mother will probably make me pay for those comments as well if that makes you feel any better
              Another way to look at Marcia's comments (and I like her as well) is the reframing she is doing to make it seem like your initial comments were... offensive?

              I'm finding more and more such examples of reframing that really don't add value to the intended audience, and are more an indication of personal prejudices.

              Trying to change society to their viewpoints?

              Absolutely.

              Beneficial?

              Maybe sometimes, maybe not.

              Another well known, but perhaps not well recognized, is the use of "she" in copy even when intended for male audiences.

              I feel so offended with such copy .

              As for the OP, Frank Kern has released a couple of informational webinar videos that are appropriate for your question. While he is using them to sell product, there is no reason the techniques he is using couldn't also be used for filling seats in the type of seminar you are talking about.

              Marvin
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              • Profile picture of the author marciayudkin
                No need to make an issue out of nothing
                We are all in the business of words.

                When we write copy, there needs to be a match between the words and the audience.

                It's really no different here.

                My point was that there was a mismatch between his opening word and the audience. Opening your sales letter with "Gents" when the audience is definitely and relevantly not exclusively male is a mistake, pure and simple.

                There is a legitimate argument about whether "he" means "he or she" or just "he," but I don't think you'd have a leg to stand on by saying that "Gents" means both men and women. It doesn't, not on rest room doors and not here.

                And the original poster got the point. So that's all I'm going to say about this.

                Marcia Yudkin
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                Check out Marcia Yudkin's No-Hype Marketing Academy for courses on copywriting, publicity, infomarketing, marketing plans, naming, and branding - not to mention the popular "Marketing for Introverts" course.
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