Marketing With Seminars
Finding potential clients can be a challenge. And, once you find them, convincing them that you have the skill to help them can also be a challenge. Marketing through various channels often contributes to one or the other (lead generation or positioning) but rarely both, at least as far as coaches are concerned.
That’s what makes seminars such a good option for professional coaches. They can draw the right people and they can effectively position you as an expert. Seminars are a huge opportunity and if you don’t have plans for seminars this year, consider adding at least one to your schedule.
If you haven’t done a seminar before, don’t start too big. Keep it manageable! Advertise locally, hold it in a library or coffee shop. Give a few smaller talks in a more intimate setting to test your comfort level.
Make sure your subject matter is closely aligned with your area of expertise (of course!) and give people real solutions to their areas of concern.
Create a small hand-out, just a single page, for people to take notes on. Make sure it has your contact information and (if appropriate) some kind of promotional coupon. A free initial consultation might be a good promotion.
Starting small like this gives you a few advantages aside from easing you into a life of public speaking. It can also help you to hone your topic: Maybe you’ll find that a broad topic like "time management" doesn’t draw people in as much as something far more specific, like "eliminating procrastination". Starting small allows you to make mistakes without costing too much: If you accidentally advertise the wrong day, time, or location and no one shows up, you’ll lose less money (and credibility) if a dozen people get it wrong than if hundreds of people get it wrong. You’ll also learn about your own delivery style and preferences – do you need a whiteboard? Do you like to walk around? And lastly, starting small will help you to know the details before you step up into a larger venue. All presenters will remember to set up chairs but not everyone will remember to bring paper towels with their donuts and coffee.
Prepare a seminar plan just as you would prepare any marketing plan: Include goals, target audiences, and long term vision.
Have your seminars recorded and (with the permission of your audience who might appear in the footage) posted on your website.
Seminars might not be right for everyone, and they might not interest you, but by starting small and honing your seminar skills, you can generate clients and position yourself effectively as a problem solver. And if you enjoy the experience, you can join the thousands of others who supplement (or entirely replace) their coaching income by providing seminars and earning back-of-room revenue on books and resources.
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