Using Testimonials to Promote Seminars

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Testimonials are an invaluable component of any seminar promotion. They help reassure prospects who are considering attending your event that yes, in fact, other people have also found your offer to be compelling enough to commit their time and money in your event.

You can get the greatest mileage from your past attendees’ comments by following these tips:

  • Incorporate specifics whenever possible. Steer clear of testimonials that are general, such as “This seminar was the best!” Instead, you want “I used one idea to add an extra $40,000 in revenue to our bottom line last month.
  • Use full attribution. A testimonial from “Jenny in Chicago” doesn’t have the same level of credibility as “Jenny Hamby, copywriting and seminar marketing coach, SeminarMarketingPro.com, Plainfield, IL.” Use as much detail about your attendees as they’re comfortable letting you use.
  • Capture audio and/or video testimonials. Listening to, and even seeing, someone give a testimonial adds even more credibility to their comments. Whereas it’s not hard to believe that a devious promoter would make up written comments, it’s harder to fathom going through the effort of finding multiple accomplices to record audio or video of false testimonials.
  • Address prospects’ biggest objections. If attendees reveal that they struggled with their decision to attend your seminar, invite them to share that information in their testimonial. Just be sure that they also explain why they attended, why they’re delighted that they attended, and why they recommend that anyone who is struggling with the same doubt attend the event anyway.
  • Let someone else present your biggest claims. Prospects know that you stand to gain financially for every seat you sell, so they will take any claim that you make with a healthy dose of skepticism. But the same claims coming from a third party in the form of a testimonial will be much more palatable.

An easy way to capture testimonials is to have a video camera set up at your event and invite participants to record their thoughts. You also can set up a testimonial recording line with a service like AudioGenerator to capture audio testimonials. Once you have the video or audio testimonials, transcribe them. That way, you can include some of the verbiage in your written sales copy, as well as have the audio or video testimonials for prospects who want more.

In addition to including testimonials in a section titled “Rave Reviews” or something similar, sprinkle them throughout your copy. Add testimonials after major sections of copy, on name-squeeze pages, order forms and thank you pages, as well as email and direct mail promotions.

Above all, never stop collecting testimonials. You can never have too many examples of this form of proof.

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About the Author:

Jenny Hamby is a Certified Guerrilla Marketer and direct-response copywriter who helps speakers, trainers, coaches, consultants and other experts fill their live and virtual events.
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