Having taken everyone through the process of understanding some of the human behaviour relating to seminars, and what we need to consider when planning an event, the business leader members of MD2MD were taken through how to present the marketing material.
When dealing with mailing letters, Philip recommended;
- The first thing a potential delegate should see when opening the letter is their name – spelt correctly!
- Dear John or Dear Sue should be hand-written. Or, if this is not possible you can search Google for ‘hand written font for word’.
- The envelope should be hand written. People associate hand written envelopes with good things!
- The headline should be just 1 line; a question in italics and speech marks.
- The body of the letter should include the benefits of attending the seminar, and what they will miss out on if they don’t.
- Buzz words to include in the letter should include; free, discount, proven, secrets, profits, revealed and because. Do not use these too often in email, however, as they will be picked up by spam filters.
- For paper communications only, the best font to use is Times New Roman.
- Make sure letters do not turn up on a Monday as they are less likely to be read.
- Add a p.s at the end. That will be the second thing they read, and should be no longer than 1 line long.
- Include a line showing what other people do (bearing in mind people like to follow people); “majority of attendees pass this letter to…..”
Philip then recommended we hand over the completed letter to a copy writer.
In addition to the letter, you will also need to include an application or registration form. To make them more appealing, you could include words like YES at the top, priority registration form and include tick boxes. Another incentive to include is offering your delegates a 100% money back guarantee.
Bob is a specialist in running high value added service businesses, having run five such businesses as General Manager, Managing Director or Chief Executive. His last employed role was as Chief Executive of a £16M, 200 person family owned business having previously been Chief Executive of an AIM listed company for which he raised £5M funding and which he grew from £4M to £12M in three years through two acquisitions and organic growth, and a corporate PLC subsidiary where he was Managing Director responsible for delivering £10M profit on £45M turnover through 450 staff.
Bob is now following a portfolio career providing entrepreneurial business leaders with mentoring and coaching around business leadership, business growth, merger integration and exit planning.
Core to his portfolio is MD2MD. Having experienced for himself the value of having a strong sounding board of fellow Managing Directors he founded MD2MD in 2004 to provide groups of business leaders with a confidential environment within which they can support and challenge each other to raise their game as leaders and by doing so improve the success of their organisation.More about Bob
- You meet your peer group privately for structured confidential conversations about real business challenges. You meet online for 90 minutes every 3 weeks.
- You attend one of a selection of open workshops led by top professional speakers sharing best practice on a wide range of leadership topics.
- You join our annual conference LeaderFest and our annual ‘Retreat to advance’.