Sherlock Holmes’ Secret To Marketing Seminars

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sherlock holmes' secret to registration page copy

Do detective work before you write registration page copy

Sometimes it seems like you have to channel your inner Sherlock Holmes when you are marketing seminars.  That is because before you sit down to write the registration page copy for your upcoming workshop or seminar, you have to do some detective work.

There are a few questions that you need to know the answer to before you can write truly effective copy.

Although it may take some more time in the beginning, once you have all the information, writing a kick-butt registration page becomes much easier.  The research you do beforehand will save you time and effort in the long run. And I am BIG on saving time and effort!

Here are the 3 top questions you must answer:

What are your attendees’ biggest frustrations, problems and/or fears?

This is an important part of the equation.  You cannot hope to sell a ticket to your event until you know this.  After all, how can you offer a solution to a problem, if you don’t have an inkling of what it is?

Find out what it is that wakes them up with worry at 3am. Nobody wakes up in the middle of the night with the thought that they absolutely have to buy a ticket to your event.  However, they do lose sleep over not having enough clients, or getting fired, or a myriad of other problems that you just may be the perfect solution to.

Who is your ideal audience member?

Who is your customer?  Where do they live?  How old are they?  What is their problem? Do they have disposable income to spend on fixing the problem?  Are they desperate to fix the problem?

The more you know about your audience, the better.  It is of vital importance, because each group has a different set of interests and problems.

Also, if you have identified a problem that your target audience faces, but they have no way of paying for it, you have a fundamental problem.  You would have to get funding elsewhere, or focus on a target audience that can afford your event.

Ideally, what should the “picture” look like if there were no frustrations, problems or fears?

Benefit of eventHow would your attendee’s life be different if their biggest problem was solved? You have to know what the solution is that you provide.  That doesn’t mean how you solve their problem.  The methods are features.

You want to focus on the benefits of your event.  And that is all about how your attendee would feel, what they would do and how their life and/or business would be improved when their biggest problem was gone.

So before you sit down to write your registration page, do some detective work.  Take the time to do a little research, rather than jumping in and writing the first thing that comes to your mind.
When you really know and understand your potential attendees you will narrow your focus and write the registration page to them.

Answering these questions also gives you plenty of material you can easily plug into your registration page.  And the sooner you get a registration page up that converts your visitors into attendees, the sooner you can start filling up your workshops and seminars.

So start digging for information and make Sherlock Holmes proud. Need some help with this?  Apply for a 20 minute marketing evaluation.
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Daphne Bousquet, CMP

Daphne Bousquet, CMP

For more strategies to make your workshops and seminars more profitable, you’ll want to pick up a copy of the free report "Three Simple Secrets To Making 10K In A Day With Small Workshops." Daphne Bousquet uses her 20+ years of event industry experience to create profitable event strategies and marketing for coaches, entrepreneurs, speakers and self employed professionals that want to grow their businesses with workshops and seminars. She is the creator of the Butts In Seats Virtual Boot Camp, a unique digital course that teaches you how to fill your events with your ideal audience.
Daphne Bousquet, CMP
Daphne Bousquet, CMP
Daphne Bousquet, CMP


  1. Hi Daphne
    Came over from your comment on easyP – love the site, love the colours and love the content.

    “…before you sit down to write the registration page copy for your upcoming workshop or seminar, you have to do some detective work.”

    Nice intro to the post backed up by concrete information on carrying out that detective work.

    Well presented piece.
    Keith Davis recently posted..All your life…

    • Daphne Bousquet, CMP says:

      Thanks for stopping by, Keith and the nice words.

      Hope we can visit each other’s blogs more often. We have complementing content!

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