Dollar bills 370.
(photo credit: Steve Marcus / Reuters)
These are some of the key pointers from a recent seminar I gave to the Ner
L’elef Organization. Enjoy!
Successful interaction by managing expectations
is important that people walk away feeling positive about their encounter with
us. The way that they feel is largely the result of their expectations. If they
expected better and had to put up with worse, they will be disappointed. If they
expected less, they will be pleasantly surprised and feel much more positive
Practically, whenever possible, downplay what can be expected
at events and classes – of course without turning people off
This will ensure positive feedback.Introduce yourself
If you can get people to feel like they know you before they have to commit to
formally meeting with you, people will feel less inhibited to ‘make the jump.’
It is awkward for most of us to take steps into the unknown.
step is to get everybody involved long before they step through the
Practically, whenever you have the opportunity to communicate with
others [write-ups, emails, video, facebook etc.] use the opportunity to
introduce yourself and what you do. Share stories and communicate openly. People
will begin to know you before they’ve even met you! Appealing effectively
Never leave your appeal to the end of your presentation.
Once the content
is over, people mentally switch off. Always embed your appeal in the middle of
your presentation. You can casually slip it in several times.
appealing, people have to feel comfortable accepting your offer. They certainly
don’t want to stand out as a lone idiot because they alone decided to take you
up. Communicate that this is a natural progression and a choice which many
Practically, always say “for those who are interested”
instead of “if you are interested.” Alternatively, say “when you are
The difference is subtle but very important.Subtle
The greatest way to combat your audience’s reservations is by
addressing them in passing. An entertaining story which innocently addresses
their concerns is a brilliant method of communication.
For example, a
funny story about someone who joined your program could let everyone know that
there is a follow-up program, that normal people partake, and that fun is had by
all.Identify advertising concerns
Of course, if people are not
interested in the product we have to offer, there is little hope of attracting
them. However, many people who are interested in what we have to offer are held
back by their reservations.
Always identify the three big concerns people
will have which may prevent them from enrolling in your program. For example: 1.
Who else will be there? Will I be joined by like-minded people? 2. I am afraid
that I will be put on the spot and asked to commit to something or do something
that I really don’t want to do.
3. I don’t want to be stuck in a boring
Use your advertising to address these concerns. Use
photographs, language and testimonials to address each of the concerns. You may
want to emphasize the live-music at your parties. You may want to emphasize the
buffet. Add the testimonials of “regular” people who enjoyed your previous
events.The best testimonials
1. You know best what you need to
communicate about your organization, especially when it comes to addressing the
big three concerns. Enlist the help of those who are excited by your programming
and ask them if they would be willing to sign on YOUR SCRIPT.
testimonials which would be meaningful to all sects of your target audience.
Your target audience needs to be able to identify with the characters in the
testimonials. Employ younger and older, professionals and students, male and
female. and so forth.The best photographs
Always make sure that your
photographs communicate the message you are trying to get across. Pictures of
your center or a beautifully set up event may not be what is really
People want to see that others are enrolled and excited. Take
your pictures at the busiest time.Placing ads
The most effective
position is the outer column of the right hand page. People have to notice it
even as they instinctively turn the page. Advertising on a full page of ads
ensures that your ad gets skipped. Always place your ads on a page which people
will read.Specializing your advertising
People are more likely to attend
events catered specifically to people like them. An event advertised “for
doctors” is a great way to bring in doctors. Topics with universal appeal can
easily be presented as unique. “Time management in the work place,” “Time
management in the build-up to exams,” “Time management in running the