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Putting on a seminar for Offline Businesses... winning business model?

by digitalcostas
6 replies
Hey Guys,

So I'm delivering a free seminar in 1.5 months to local business owners and want to do this thing RIGHT for once.

My usual habit would be: procrastinate until 1 week before, freak out and plan a presentation I think is good, spend 10 minutes thinking of an offer at the end, then go do it.

I want to do this right and include all the important marketing stuff we know works.. my initial thoughts:

- Give valuable information that attendees get excited about. (no brainer)

- Come up with a killer, irresistible offer, at the end where any serious business owner will say YES. (Not sure if I should make some cheap front-end offer or something high end? Maybe both?)

- Get everybody's mailing address and e-mail address (offer them something in exchange?)

- Hire a video guy to record the session (digital product in the future?)

- Get video testimonials from attendees at end of session (maybe offer them a report for doing it.)

I'm not worried about how to give an effective presentation that people enjoy... would love help on the "business model" end of things to be sure the funnel is setup the way it should and I'm not making the most of this thing.

Maybe I should setup a squeeze page for attendees and start an e-mail relationship with them?

Any and all suggestions are appreciated.

-Costas
#business #businesses #model #offline #putting #seminar #winning
  • Profile picture of the author Kelly Verge
    Here's how I approach it:

    I give valuable exciting information.

    I lead the attendees through doing case studies on their businesses for each facet that I talk about. This helps them to imagine the results of the efforts. It also builds a great deal of social proof as they work with the other attendees.

    Then I do an extremely soft sell at the end of the presentation. I really don't do much more than clarify that I'm the guy they need if they want to do this stuff.

    To me, seminars are very effective at building positioning. IMO, if you try to sell at the end, you blow some of your positioning. I prefer showing that they need me then giving them a way (or ways) to contact me for further discussion.

    Besides, they might know about me after a seminar, but I know little about their business, so how could I effectively know what to offer them before a more in-depth discussion?

    -Kelly
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    • Profile picture of the author benrpalmer
      I find that a good way closing the deal at the end and getting people to really want to do business with you is to have a Q&A session where you get the audience to suggest particular problem areas with their business and then you give them some suggestions on how internet marketing could help them.

      This gets all the members of the audience thinking of their own problems and how internet marketing could solve them. This shows them how effective internet marketing can be and makes them want to come to you to discuss their own problems.
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  • Profile picture of the author 1960Texan
    As a fellow procrastinator, hats off to you for thinking ahead on this one.

    You should definitely video the presentation, at the very least so that you'll be able to critique your performance afterword. In fact, I'd do a few test runs of the presentation beforehand, so that you can make it as smooth as possible on the big day. You'll be surprised at all of the "uh, you knows, and anyways" you'll be able to weed out of your speech.

    As far as getting sign-ups, I agree with Kelly on the soft-sell approach. Knock 'em dead with a confident delivery on the info, and by doing that you'll build plenty of authority and credibility.

    If it were my seminar I'd include the importance of article marketing in relation to their business, and mention that I've got a free article marketing course if they'd like to sign-up for my newsletter. Article marketing is a great fit for offline customers, it gives them an opportunity to be directly involved in the success of their website (most of these people are entrepreneurs, after all) and allows them to write about a subject (their business) that they are most probably very passionate about.

    Good luck!

    Will
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    • Profile picture of the author MarketAbel
      Originally Posted by Kelly Verge View Post

      Besides, they might know about me after a seminar, but I know little about their business, so how could I effectively know what to offer them before a more in-depth discussion?
      You are absolutely right! I learned this with a failed interview for a sales position. Interviewer told me to sell him this plain ol' pencil. 15 minutes later he says... What kind of company do I have? and what do I do for my customers?

      Uhhhh... dunno I was too busy telling him how this pencil was going to cure cancer!

      Ya gotta get to know your customer and let THEM talk to you about what they do.


      Originally Posted by 1960Texan View Post

      If it were my seminar I'd include the importance of article marketing in relation to their business... Article marketing is a great fit for offline customers, it gives them an opportunity to be directly involved in the success of their website (most of these people are entrepreneurs, after all) and allows them to write about a subject (their business) that they are most probably very passionate about.
      I have seen first hand this works with my father who is NOT computer literate and was clueless about making himself a website for his bicycle shop, but after telling him I would put one online if he would make sure to write about anything regarding cycling or where to ride in our city, once each week... He sent me his first article in 3 days and WOW I didn't know my dad could actually write with humor and descriptive story telling. AWESOME!
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  • Profile picture of the author jsherloc
    Also, I know this is kind of basic, but try to have at least one other person there hosting/helping you during the presentation. The first time I did a presentation it was just me and it was kind of difficult to "mingle" with everyone and greet them all while making sure my presentation is up to par at the beginning, etc. It will take a little stress off your back and let you focus on your main task: the presentation.

    Good luck and yes, it is definitely a winning business model in the sense that you're almost always going to get at least one buyer out of the whole thing, and that should cover any expenses/compensate you for your time bare minimum.
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