Direct Mail in Seminar Marketing

Direct mail can be a very useful marketing method when you do a seminar.

There are two primary things I suggest you do.

One is a longer, more detailed promotional brochure. You will want to do it on an 11X17 coated paper. Given the relatively inexpensive prices of printing these days, you should probably opt for “4 color” printing. This just means that you print in FULL COLOR.

You’ll want to concentrate first on your headline. This will be the most important element of the brochure. Make sure you make it a SELF mailer. Putting the piece in an envelope will only depress your response rates.

On this piece, also make sure to include:

• Lots of bullet points detailing what people will learn
• Plenty of testimonials, preferably audio and/or video
• A bio that will make people want to hear YOU
• Pricing that is tiered based on how soon people respond
• Bonuses that make sense to anyone who visits
• A website address for those who need more info
• Where and when the event will be held

If you opt to do a postcard, here are some of the things you need to know:

• Use a postcard that is over-sized to make sure it gets seen
• Your headline becomes critical to success
• Don’t PACK it with copy, make it “airy” and easy to read
• Your primary goal is to drive people to a site

When using either or both of these direct mail methods, the most critical item is your list. The best list is one that you compile yourself. This will make it MUCH more likely to get people sign up.

I never recommend that people use compiled or purchased lists to promote a seminar. They usually don’t pull enough response to justify their purchase.