Author's Note: As of this writing, seminar marketing is working exceptionally well … if you get the pieces working together. I call these pieces the "Seminar Success Zone." The invitation is one piece. Please go to www.billgood.com/successzone. There you can listen to a conference call I did with an FA who raised $100 million in two years from seminar marketing.
A client sent me a seminar invitation and asked for a critique.
At best, it was awful. The worst was the title, which was undoubtedly a copyright violation.
Second worst: bullet points.
1) How a Seminar Invitation Works
When someone opens your envelope, they will first glance at the title. If it is boring, contains unfamiliar terminology, or otherwise fails to engage, the invitation is flying toward the waste can.
If the title is interesting, they will read the description, and then the bullet point.
The bullet points answer the question, "What will I learn from giving up two hours and missing the new episode of "CSI El Paso"?
Bullet points present the benefits someone expects to receive.
2) How to Write Bullet Points
Before I replied to my client, I posed the question: how do I teach him to write bullet points?
Then the fog lifted. My "bright idea muse" spoke: "Ommmmm. Go to Amazon and read reviews."
In 10 seconds or so I have found a book on the subject my client would be speaking on.
Behold! Benefits galore.
I emailed my client and told him: Read book reviews and then send me a revised invitation. In a couple of days, he returned the invitation. With a couple of very minor corrections, it was ready to go. He got it!
