How To Make Prospects Stay Engaged
I want to talk about how to keep a promotion fresh. What do you to if you’re promoting the same event time after time after time? I’ve got a regular workshop series time after time. How do you keep it fresh so prospects stay engaged and actually respond instead of getting tired and turning out?
So in Black Belt, one of the things we work on is to create your workhorse conversion event. What does that mean? Well, it is a conversion event, so it’s a webinar, or a workshop, or seminar that people come to that converts them from a prospect into a client in your high-end coaching program. So that is a conversion event.
What Is A Workhorse Conversion Event?
Well, it means it means we are going to effectively run the same conversion event, build it, perfect it, shop it, and craft it until its converting as best as it possibly can. You are going to be able to use that month after month after month for a year or two or three. So the question that comes up a lot is “Well if I got this workhorse conversion event that is converting really well and effectively I can promote it to the same database again and again and again, how do I keep my promotions fresh? The worst thing in the world is to be saying the same things week after week after week and have your prospects tune out and kind of stop paying attention.
So what do you do?
Here’s the Trick… The Three Big Angles
Well, the trick is to promote the same event from different angles. Specifically, there are about 3 big angles that we promote from every single time.
The first one is benefits. In other words, if you come to the conversion event you are going to benefit in the following ways. You are going to learn this, you are going to make more money, and you are going to whatever. So the first thing is benefits. So typically priority number one will be all about the benefits for coming to the event.
The second, promote. We take a different angle. Instead of doing benefits and toward we are going to go away from negative consequences perspective. In other words, you find out what the negative consequences are of not taking action, of not coming to the event and not learning the material and promote it from that angle.
So we got the benefit, we got consequences.
The third one is really simple. My mom whenever she took us on family holidays she always wanted to take photos. Not of the sites or scenery, just of the family, the kids. She would call it human interest. She said a photo without a person in it was boring, she thought. My dad was an architect he thought differently.
The third angle is going to be human interest. Specifically what I mean by that it is going to be a case study. It is going to have some people in it. So it’s going to either be a story about people who have succeeded or somebody who didn’t and struggled.
A Quick Recap…
So we got benefits, consequences, and case studies or human interests. So next time you got an event to promote. Don’t just go from the one angle and beat the same drum again and again. Come from different angles, like looking at the same diamond from different facets.
When you do that, your promotions will stay fresh. The people will respond for different reasons but all of them will come to your event and join your high-end program.
That’s what it’s all about.
I love to hear what stood out to you and what your questions are about promoting your next conversion event. Scroll to the bottom, leave me a comment.
P.S. Whenever you’re ready… here are 4 ways I can help you grow your coaching business:
1. Grab a free copy of my book
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3. Join our Implementation Program and be a Case Study
I’m putting together a new coaching case study group at Black Belt this month… stay tuned for details. If you’d like to work with me on your client-getting and scale plans… just send me a message and put “Case Study”. — Click Here
4. Work with me and my team privately
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