Experienced seminar promoters know that the number of registrations that come in each day generally increases as the seminar draws closer. While you might receive only one registration per day four weeks before your seminar, you could see 20 registrations per day the last week before your event.
The reason for this trend, by and large, is prospects' procrastination. Like you, your prospective seminar attendees are busy. They might be interested in attending your event, but if there is no compelling reason to sign up in the moment, they will put your promotions aside (or print a copy of your web page) for later review. After all, they have fires to put out right now, and your seminar does not take place for weeks.
Here are three ways to overcome your prospects' natural tendency to put off making a decision about whether to attend your seminar:
A common, proven way to use deadlines is to offer a tuition discount for early bird registrants. If you do not want to offer a discount, try offering one or more additional bonuses instead. For example, give early registrants a copy of your latest book or access to a monthly coaching group that you run.
Increasing the frequency and quantity of your promotions right before a deadline raises awareness that something urgent is happening. As much as we like to think that our prospects eagerly read every word of every promotion, the reality is that most of our promotions end up unread in the trash. Sending a few more messages before a deadline increases the chances that prospects will read your messages ("Hmmm, why does Jenny keep emailing me. Maybe I should read this email...."). Each reminder also becomes an opportunity to give a prospect the final nudge he or she needs to take action.
Improving your marketing copy and making irresistible offers will increase the number of prospects who will sign up for your seminar right away. But a certain portion of your audience will always procrastinate. Use these three ideas to gently move them toward making the decision to register for your seminar.
Jenny Hamby is a direct-response copywriter and Certified Guerrilla Marketer who helps consultants, speakers, and coaches to create Internet, advertising and direct-mail campaigns to boost revenue and generate qualified leads for their businesses. She is also author of How to Successfully Market Seminars and Workshops, a home-study course that shows professionals how to develop marketing plans and promotional materials to fill seminar seats. Claim your copy of her e-course, 31 Secrets to Jumpstart Your Seminar Promotions.