LinkedIn can be an excellent social media tool for those that work with other professional people. It can also however, be a confusing tool – especially when you want to promote an event or webinar and the ‘events’ option is no longer available!
Following on from a recent question in the WOBS Facebook group, I thought it would be really useful to share the steps needed to promote your events and webinars on LinkedIn, as originally detailed by our very own WOBS LinkedIn trainer and marketer Judy Parsons. Continue reading
What do you want your participants to achieve? – how do you want them to feel and what do you want them to do differently?
Think about your target audience and their learning styles
Gather all your information together – start with lots of information then edit it down and pull out the key information
Complete the proforma below to get you started
When you finish your first draft put it down for a day and go back and read it afresh, email yourself a copy and test it on friends and colleagues
23 sales and writing tips to get bums on seats at your event
Clearly explain who this event is aimed at – be as specific as possible so that your target audience know this is the event for them
Make sure your invitation is benefit laden and not feature driven
Think about why people might choose not to attend and take away their fears or concerns
Use lots of ‘yous’, you will learn, you will take away, you will benefit from, after this event you will be able to
Stress what is new, different and unique about your event – what makes your event better than the competition
Use short, easy to read words and phrases
Write in the style of your target audience, use words they will recognise
‘Feel their pain’ and explain how this event is going to make their lives better
Use short paragraphs with sub headings, bullet points and lists
Make it easy for your customer to buy – one click to an online booking page, book via a trusted site such as eventbrite, or pick up the phone to a real person who will take your details over the phone
Include testimonials – for this programme if you have run it previously and if not use the words ‘praise for xyz as a speaker or organisation
The Do – Get principle – do this and you will get
The cost of not attending – what you will be missing out on
Include photos of the speakers and information about them to position them as the experts
Invite questions for the presenters to include in the programme
Pricing – include early bird discounts or ‘bring your team/friends’ discounts for bulk buying
Offer a money back guarantee
State what the price includes, eg 8 hours of training plus lunch and refreshments, a full training manual to take away, access to the online Q&A, etc etc
Invite questions to the speakers to incorporate into the programme
If you are writing an email then include a PS. With a call to action or your USP
Make sure you have a ‘call to action’ what do you want them to do next? Call, email or book online? Be direct and tell them what to do!
Give full event information, venue, timings, how to book
Clearly state how to contact you for more information
One final tip…
Look out for great event invitations, ask yourself what is it that makes them so good, what caught your eye or made you think ‘hmmm I like the sound of that’ – keep them in an ideas file and refer to them when you need inspiration for your invites.
18 years ago when I returned after maternity leave to my role as Head of HR my boss called me into his office and said these words “Claire, we’d like you to take on Staff Training & Development as well as HR”
I almost fainted, I knew this would involve the dreaded “Public Speaking” – speaking in front of groups – something I had never, ever, wanted to do, plus in the past I had had quite bad anxiety just introducing myself when I attended a training course let alone run one myself!
One of the first groups I was due to train was our trades staff, 100% male, worked outside, received less pay for attending training; so there I was in front of 12 burly, overall clad men, arms folded (them not me!) and this was the last place they wanted to be – anxious? me? you bet I was!
How did I turn 12 angry men into a group who thanked me for a great morning’s training?
How to Win Over a Negative, Hostile Audience:
Get to really know (and if you can to also love your content) – if you don’t care what you are presenting how on earth will you turn an audience onto it?
Get into the shoes of your audience as much as possible and think about what might be in it for them (WIIFT) why should they listen to you? A motivated mind is an interested one. It’s very hard to be negative and motivated – try it!
Anticipate what objections your audience might have for being there and use a “pre-frame” in your introduction. By this I mean use the anticipated objection (which in this example is “this is a waste of my time so what the hell am I doing here”?!) like this: “Some people have started this session thinking that this was a complete waste of their time … and by mid morning break have come up to me and thanked me … I have tried very hard to make today as relevant as possible … so please bear with me and if you can put these thoughts to one side … you can always pick them up again later! ” I often use appropriate humour (part of my presenting style) and I have also added and “if we get to the end of this session and you were right all along, and it has been a complete waste of your time … then the beers are on me”.
Care about your audience, really care about them; demonstrate your respect for them: use names, involve, ask questions and listen
Oh and always make sure there are plenty of refreshments too!
That was 18 years ago and since then I have mentored and trained 100′s of people from all sorts of jobs and businesses to not only feel confident to speak in front of groups of people but to also enjoy and inspire others to take action too …
Check out the events page to see when my next workshops are being held or contact me to run one for your team or work on a one-to-one.
How to structure a presentation – 4 questions you need to answer
This topic crops up again and again with the business owners and clients I work with; once we have worked on the fears of speaking in public, what tends to crop up next is how do I structure a presentation? How do I know what to say?!
The model I have been using for many years is the 4MAT Model.
The 4MAT Model model, developed by Bernice McCarthy, is based upon whole brain learning to maximise audience engagement and performance outcomes. It was noticed that people with different learning styles learnt by having the answers to 4 particular questions.
1.Why? 2.What? 3. How? and 4.What if (What else)?
Why use the 4Mat Model?
If you are going to go to the effort of planning and speaking in public, I assume you will want to gain the interest and understanding of as many people as you can?
What is the 4Mat Model?
Good question! 4MAT is a method for helping anyone learn anything. It has been used in thousands of teaching settings for over 25 years, and it gives a simple framework for integrating learning styles, right- and left-brain strategies and performance improvement strategies. 4MAT has over thirty years of proven success in both corporate and learning institutions.
How can you use the 4Mat Model?
Each learning style focuses on a unique question. As trainers and speakers, we can engage each learning style by addressing all four questions:
Type 1: Imaginative Learners – Favorite question: Why? Why are we doing this? Why should they listen to you? Whats in it for them? Make sure this is covered first. Leave this out at your peril!
Type 2: Analytic Learners – Favorite question: What? What is it? Some people want the facts so share these.
Type 3: Common Sense Learners – Favorite question: How? If you have time during your talk give the participants chance to try it out .. “have a play yourself” – people with this style of learning will love you for this!
Type 4: Dynamic Learners – Favourite question: What if? And I bet you are already thinking of the many uses for this model .. what if you used it to write reports at work .. what if you used it to write to ask for a pay rise .. what if I used it for all your future talks and presentations? can you see what I did there!
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