What's Your Seminar Worth?

Proving the value of your seminar to prospective nattendees is one of the primary goals of your nmarketing materials. Most of my consultations withnclients focus on how to prove value in their copy, nsuch as by demonstrating how much money attendees nwill be able to save once they've learned the contentnof the seminar ... or by comparing the cost of nattending the seminar vs. paying for private consulting.nnThe goal is to help prospects see that they're gettingna fabulous bargain by attending your seminar. If theynfeel they're getting more than they're paying for, nit's easier to justify finding the money to pay their ntuition. Plus, the idea of passing up a great deal nmakes many people incredibly uncomfortable -- even if nthey know they really shouldn't spend the time or money nright now.nnBut adding value to your seminar comes with a warning nfor you -- don't overdo it. Here's why:nnOffering too much of a bargain can be a red flag fornmany prospects, making them wonder why you're so ndesperate for business. It might even make them wondernif your "seminar" is merely a thinly disguised salesnpitch.nnThe second reason you don't want to give away too much?nYou! You deserve a fair price for the knowledge and nbenefits you're offering. It's OK to give a discount,nbut you don't have to be a doormat.nnIf you have a hard time recognizing and asking for a nfair price for your services, try this:nn1. Compare your seminar with those offered by competitors. nCompare how many hours of training you're offering, thenbonuses you're offering, the personal guidance you're nproviding, etc. Then compare tuition rates. If you're noffering the same length of seminar, but you're offering nfree follow-up personal coaching, you'd probably be able nto justify a higher price.nn2. Survey current clients and prospective attendees. nDescribe what the seminar will deliver -- what they'll nlearn, how they'll benefit, and what they get. Then nprovide a choice of prices you're considering and ask nfor their vote.nn3. Ask trusted advisors and colleagues who are familiar nwith your industry to review what you're offering and ngive their opinion. Even if you don't price your seminar nas high as they recommend, you'll gain enough confidence nto raise your price a bit ... which makes for a better nwin-win situation.nnSetting a price for your seminar registrations can make younsquirm. However, utilizing these simple steps can help younfeel a little more comfortable asking for, and receiving, nthe true worth of your seminar. nn