From the course: Running a Professional Webinar

Writing promotional copy

From the course: Running a Professional Webinar

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Writing promotional copy

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- One of the next things you'll need to do early on is write promotional copy to engage the audience. You're going to want to start getting signups for the webinar right away. And in fact, those signups might shape the content. With promotional copy, it's really simple. You have to answer the five W's, the first being who. Who should attend the event? In other words, describe who's going to benefit from the webinar and specify who's hosting. Is it a single host or multiple hosts? You're going to want to play up the credibility of your host and guest as oftentimes people make decisions on attendance based upon the quality of the presenter. What's going to be covered during the event? In other words, what's in it for the audience? Why should they care? Is it going to be useful to them? Make sure you are very specific by posting an outline of the content. Next, where is the event? Where can people see the content? Is it in the blog post on a particular page or do they need to click a link to register? What platforms are going to be available where they can consume the content? Next is the why. Why should someone care about your event? Be specific. Also, are there any requirements for attendance? The why is critically important. You must emphasis the benefits to the potential audience member or if this is a requirement. Otherwise, attendance will suffer. Be certain to address the when. When is the event? You'll want to make sure that you list the timezones or list the times supporting multiple timezones. This way, people can plan accordingly. If you simply say it's an two o'clock, well, that might not work for someone who's on the Pacific Coast versus the East Coast. And what happens if someone can't attend live? Will there be other opportunities that they can watch either a recording or an additional time when the webinar is being run? I'm going to show you a sample of some promotional copy. It's nice and tight, but it got the job done. In this case, I'll share with you a blog post for a webinar that I hosted on the Perfectly Clear software tool. Let's break this down. When you went to the webpage that was promoted via the newsletter and social media, you got key information. First up, you'll notice on the left there people had the ability to sign up and join the mailing list. This was useful because it helped capture leads. Next, a good clear headline really expressed the benefit and what was going to be covered. Save Even More Time, Learn What's New in Perfectly Clear 3.1. Well, we've specified the benefit here and the subject and a graphic really helps convey this. Here, some of the new features are shown in the graphic as well as a before and after image, plus a nice compelling image that should be attractive and eye catching. Next, short copy pulls people in. We're super excited for the new Perfectly Clear Complete version 3.1 that shipped this week. This establishes timeliness. Just launch your Apps Manager to get it, solving the immediate question of how do I get this if it's out? The new update adds a bunch of great new features. There are also some great looks and presets that unlock even more options in a jiffy. Join Photofocus publisher Richard Harrington as he shows you the latest features and answers your questions on how to get great images in less time. Notice, we described the benefits here as well as who the host is, hopefully establishing credibility, and making sure that people understand that this will be interactive. We've listed the time and date, specifying the timezone, and tell people that they can see it in the blog post or that they can go to YouTube if that's more convenient. It's not hard, but starting this process of promoting your webinar early and making sure that you can get people to find out about what you're going to be covering is really helpful to drive attendance and participation.

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