Call to Action: Events
Events can be a powerful first step for most trainers, consultants, and professional coaches. They literally put trainers, consultants, and professionals coaches on the podium to illustrate what they do and how they help clients.
Events can serve as a great call to action. Dedicated invitations can be created and delivered via email or postal mail but small promotional ads can also be leveraged on websites, information driven emails, or social media. The one major downside to an event as a call to action is that it’s date/time specific. Potential buyers can’t get the call to action on demand and must set time aside on their calendar. The major up side is that the trainer, consultant, or coach actually gets to interact with the potential buyer.
Events come in two forms – live and via the web. Both offer pros and cons.
Live delivery is often more engaging because there is a personal connection. Potential clients are in the room with the trainer, consultant, or coach which offers a more powerful bond and puts a face to an otherwise faceless communication.
– But –
The down side with live events is there are more logistics and tend to be more expensive than online events. Rooms need booked, directions need provided, and most importantly, people need to show up. Getting people to agree to physically come to a location increases friction for converting the call to action so the event must offer clear value.
Web delivery via a webinar is the ultimate in event convenience. Potential buyers can attend the event in front of their computer. This opens up vast amounts of potential buyers as there are no geographic/travel restrictions on attendees. Online events also tend to be far cheaper, only requiring a webinar service.
– But –
Webinars are not as interactive as live events. Presentations need to stay focused and concise. For most trainers, consultants, and coaches a half hour is the max length they can keep the audience engaged for which limits the content that can be delivered. Potential buyers will be more challenging to connect with because they remain a faceless entity behind a computer screen. The reverse is also true. It’s challenging to connect or get feedback from buyers on a webinar.
Weigh the pros and cons on which thpe of event is most suitable for your call to action. There is less risk with a webinar, requiring less money and less friction to convert but the presentation’s impact tends to decrease. Live events offer powerful connections but with more friction to convert and more promotional dollars invested.