How to promote a webinar (2 takeaways)
Photo by Austin Distel on Unsplash
I got a message on LinkedIn the other day from a financial advisor promoting a webinar he’s hosting in a few weeks.
Let’s call him Jack.
Since Jack is a financial advisor — and not a copywriter — I don’t expect him to be able to write incredible copy…
For the same reason that I hope you don’t expect me to advise someone on their 401(k) or retirement planning strategy:
That’s not my job. So don’t expect me to be good at that shit.
I just want to be clear about that. I’m not bashing Jack.
I’m just pointing out how his pitch could be improved.
Here’s what he said:
“Hi Robert, I hope things have been going well for you. I’m hosting a webinar called The Freelancer Formula™ in the next couple weeks, detailing tools and strategies that can help make running a business easier and more effective. I think that you’ll truly benefit by attending. I’d like to extend a personal invitation to you if you’re up for it?”
(It’s not actually called “The Freelancer Formula™. I changed that for anonymity purposes. But the title is very similar. So it works for what we’re doing here.)
So here’s where I think there’s room for improvement:
First, the offer is vague.
What’s “The Freelancer Formula?”
And why should I care about it?
What will the Freelancer Formula help me do? Will it make me more money? Save me time?
Bottom line:
The title of the webinar should have a benefit.
I need to know immediately how it’s going to help me.
So here’s a potential improvement:
The Freelancer Formula: How to Increase Revenue by 372% With 3 Simple Time Management Strategies
Boom.
So that title is a lot longer, but it’s also a lot CLEARER. You know immediately what you’re going to get.
It’s also very SPECIFIC… which is important, because that lets me know these numbers are based on something that actually happened.
If you were to say “increase revenue by 100%…”
I’d say “Bullshit. You just pulled that number out of your ass.”
But when you say “increase revenue by 372%…”
I say “Huh, I’d like to hear the story of how he did that.”
And second —
“Tools and strategies that can help make running a business easier and more effective” does NOT get me excited.
The truth is:
I’m not going to take time out of my day to learn that…
Because it could be ANYTHING.
So if it were me, I’d get more specific and say something like:
“I’ll be talking about:
The ‘Morning Message’ strategy that landed me three 5-figure clients in two weeks
How to work 23% LESS and increase revenue at the same time
Why cold outreach is the best way to get new clients during a pandemic — with screenshots to prove it
Want to join? Just respond to this message and I’ll add you to the list.”
So let’s put this together in a brand-new message:
“Hey Robert,
Hope you’re doing well. I wanted to invite you to a webinar I’m holding on [DATE].
It’s called:
‘The Freelancer Formula: How to Increase Revenue 372% With 3 Simple Time Management Strategies’
I’ll be talking about:
- The ‘Morning Message’ strategy that landed me three 5-figure clients in two weeks
- How to work 23% LESS and increase revenue at the same time
- Why cold outreach is the best way to get new clients during a pandemic (with screenshots to prove it)
Want to join? Just respond to this message and I’ll add you to the list.”
The key takeaways are:
1. Focus on benefits
2. Be specific
Hope you found this helpful!
Robert
P.S. The caveat to all this is:
I’m not sure how much say Jack had in the webinar title or description. Maybe this was passed down to him from management and his responsibility was just to copy + paste. I don’t know.
But if he does have control over that stuff — then I think these tips could make his pitch a lot stronger.
This was also published as an email to my list. If you want to join…