1. Dan Kennedy
Pack Your Financial Seminar With The Right Seminar Invitation
Pack Your Financial Seminar with the Right Invitation
Match your message to your market
The first issue is how to match your financial seminar message to your target market. It's a simple
idea that many professionals skip, assuming they know their audience. For example, let's assume
you want to market a financial seminar to people age 60 and over. To develop a winning financial
seminar invitation, you need to know how these people think. You cannot assume that your market
thinks like you do. If you're 40 years old, you probably want to know about opportunities to make
money. But people over 60 (in most cases) are not motivated to make more money. They care about
preserving capital and their biggest fear is losing principal (their "hot button"). So is it any wonder that
your opportunity-oriented seminar titled, "How to Triple Your Money with Stocks," doesn't get much of
a response?
What does your audience really want?
You could triple your attendance with the right financial seminar title, such as, "Six Ways Retirees
Ruin Their Finances." This financial seminar title appeals directly to their fear and will pull in the
attendance (I have very successfully tested this title over a dozen times). Whichever target market
you choose, you really need to know their most significant emotional concern. If you can title a
financial seminar addressing that concern, you're half the way home. If you're not sure, don't make
any assumptions.

2. For example, do business owners care most about making a profit (which would be an easy
assumption to make)? Or is their greatest concern having more free time with the family? Until you
really know the answer, your marketing and your financial seminar cannot be very effective because
you don't know your market's hot button. To learn what motivates your market, you need to speak
with several members of your audience, one on one. Do some interviews and really listen and clear
your mind of preconceived assumptions.
Once you know what motivates your audience (and you may have several items), list them. These will
be the "bullet points" on your financial seminar invitation. Pick your strongest bullet point and this one
will be your financial seminar title (you can test this by using a different bullet point as your title each
time you hold a seminar and see which gets your best response).
State your bullet points as benefits, secrets or information to be revealed
My firm's clients are financial professionals. Following are titles and bullet points I use in marketing
materials to my prospects and you can use the same philosophy in marketing to your prospects:
Title: "Open 15 New Accounts Every Month"
Bullets:
How I Built a $50 Million Book Doing One Seminar a Month
Secrets Of Making Your Seminars Consistently Profitable
Pack The Seminar Room Every Time
See More Prospects Face to Face in 90 Minutes than You Can Qualify by Phone in a Month
Know The 6 Critical Factors of Seminar Success
The Error on Your Invitation Which Cuts Attendance in HALF!
One Small Change to Any Invitation Which Boosts Attendance By 25%!

3. Seminar Topics To Never Discuss (if you want to close business)
Where To Find The Most Qualified Prospects For The Best Mailing List
How to Avoid the Error in Mailing Which Gets 50% of Your Invitations Tossed In The Trash,
Unopened!
How to Close Appointments Right At the Seminar Rather Than Beg for Them on the Phone the Next
Day
How to Pack 60-70 People in the Room Every Month Even in Areas Where "Every Broker is Doing
Seminars"
It's the bullet points that make you want to know more, to take action and attend the seminar. When
you can do the same on your financial seminar invitations for your prospects, you will have a full
audience.
Appeal to subgroups
Each bullet point captures a "sub group." While all of your prospects should be from a qualified list
(more about this in an article you can find on my web site), there are groups within the list who have
distinct concerns.
For example, I deal with financial planners who get good seminar attendance, but do not close
appointments. They would respond to the above bullet point, "How to close appointments right at the
financial seminar." Another sub group might be planners who get plenty of appointments, but do not
have sufficient financial seminar attendance. They will respond most to the bullet point, "One small
change in the invitation which boosts attendance by 25%."
Therefore, the more relevant bullet points you have, the more sub groups you will capture, the larger
your financial seminar attendance. In fact, if I send 3000 invitations for an investor seminar, I have

4. calculated that each bullet point is responsible for six buying units in attendance.
How can you learn to write bullet points like this? It will take some study, but some excellent
references are:
The Ultimate Sales Letter by Dan Kennedy Words That Bring You Riches by Ted Nicholas
Alternatively, hire a professional copywriter. You cannot underestimate the power of effective
language. The right words can boost your attendance by 500%.
About The Author:
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