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Is there a swipe file for this kind of series?

by TyBrown
5 replies
I own a successful dog training company.

I've recently started doing 2 day seminars for other dog trainers and pet business owners on growing their business, marketing, etc.

The way they are currently being sold is local dog trainers are sponsoring me to come to their area and they are selling attendance to their contacts and people they know.

Over the years I've read letters here and there in Dan Kennedy books and on people's email lists about what they've done to sell professional seminar.

I'm wondering if anyone knows of a case study or swipe file that outlines a successful physical letter/email/phone call/whatever series that fills up seminars like what I'm offering?

Thanks.
#file #kind #series #swipe
  • Profile picture of the author Alex Cohen
    Here's a workshop sales letter from 2007. Written by an excellent copywriter, different niche.

    Jack Canfield's Breakthrough to Success

    Alex
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    • Profile picture of the author TyBrown
      Thanks for that. I can definitely incorporate a lot of that stuff.

      Let me ask, in my case I'm going to be promoting this workshop to an audience that largely doesn't know me and hasn't been thinking that something like this in our industry exists.

      If you were coming straight out of the gate with no name recognition how would you handle it? Would you:

      - Send a letter, followed by a phone call, to get them on an educational teleseminar to sell them on the real seminar?
      - Do a three part letter series trying to build them into a sale?
      - Do a three part letter series trying to get them on a tele-seminar to then sell the seminar?
      - Something entirely different?
      Signature
      Online Dog Training
      Salt Lake City, Utah Dog Training
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      • Profile picture of the author Alex Cohen
        With no name recognition, you'll need to position yourself as an expert.

        The goal of positioning is to give you/your product top-of-mind awareness in the mind of your prospects.

        There are numerous ways to do so.

        1. Create a new category. That will give you differentiation.

        2. Tell an interesting/compelling back story.

        3. Polarization. Advocate for a contrarian point of view.

        That's just three possible ways.

        When I think about positioning, invariably Matthew Lesko comes to mind. He positioned himself as the #1 expert on getting free money from the government... all on the strength of an excitable personality and wearing a suit with question marks written all over it.

        If it's not immoral, illegal, or fattening... whatever works, eh? lol

        Alex
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  • Profile picture of the author TyBrown
    You had to throw fattening in there
    Signature
    Online Dog Training
    Salt Lake City, Utah Dog Training
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    • Profile picture of the author Alex Cohen
      Okay, we'll give you a pass. Two out of three is okay! lol

      On a serious note, experienced copywriters are good at positioning clients. It would be good money spent if you hired one to help you develop your positioning.

      Several regulars on this sub-forum come to mind: EwenMack, Mark Pescetti, BrianMcLeod, RickDuris. I'd mention myself, but that would be self-promotion, so I won't. :-)

      Alex
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