Many companies fail to effectively communicate the value of their webinars, resulting in poor attendance. Standard promotional emails often lack relevance, compelling offers, and persuasive copy. Instead of merely sharing dates and speaker information, companies should provide clear reasons for attendance and address the audience's specific needs. Understanding the audience is key; different roles and experiences will dictate different relevances. Ultimately, the lack of differentiation in promotional emails leads to wasted resources and potential neglect from recipients.
Many companies are so eager to share dates, times and smiling speakers that they forget to persuade people to come! "Free" isn't the big sell that most companies think it is.
If your webinar attendance is dropping, it's not the audience's fault. If you're not persuading, you're wasting sends and blending in with all your competitors.
How is this webinar relevant to their role, company, industry and growth stage? What questions do they have that the speaker can address?
The single biggest mistake I see companies make repeatedly is not selling the value of their webinars and online events enough.
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