When staging a major online teleseminar program, quite often we use a free preview telecall to generate interest. We make the subject of this call compelling in order to draw in as many people as possible to the free call. (Recently we presented The 5 Traps of Internet Marketing that Can Derail Your Business – And How to Avoid Costly Mistakes.)
The free preview call is not a marketing call, although we do warn them we will tell them about the project we have coming up. Nobody wants to be on a telecall for an hour to hear you market a program.
But people do want to learn how to save time, money and energy. So we deliver plenty of free information that people can use right away in their business. Then we tell them if they need or want to know more how they can access more with the paid teleseminar.
Even when a call is free, you still have to write marketing materials and promote it. In today’s busy world, people are cautious about signing up for
even free things, because they’re afraid of too many emails.
So you must write landing page sales copy that’s persuasive and compelling to get people to register for the free preview call.
Writing this sales copy is similar to the one for the paid project, but a little different. It’s much shorter for one thing. Here are the steps we took to write sales copy for this free preview call:
- Identified our target audience
- Identified a big pain point of these people
- Announced the free call with a compelling headline
- Explained who we are and why we’re qualified to teach this topic
- Listed 5-7 things to be revealed on the free call – and the benefits to them for being on the call
- Explained why we were doing this – our values
- Gave a call to action – asked them to register
- Gave a bonus for registering – the audio file for free
- Explained the urgency of signing up because of limited space on the call line
- Made sure the registration form worked and was connected to the registration thank you autoresponder in our shopping cart
In the example we’re using, www.actandattract.com/5traps, we didn’t use any testimonials, although I suppose we could have. Since we had already done this teleclass 6 months ago, we have plenty of positive feedback from participants. However, we didn’t do that this time.
It’s always a good idea to include comments from satisfied customers whenever you can.
Your landing page copy and registration process has to be inviting and compelling and impeccable. If you aren’t clear in your messages that you write online, or if your registration process has a glitch, people won’t trust you and they won’t buy into your program.
Next in this series: Writing email marketing messages to promote an event.