Creating great content is not a skill that comes naturally to everyone. In other blogs articles and webinars I share the framework to follow for all your content creation to make it flow properly and engage your reader or webinar attendee … that is not what this article is about!
This blog is all about the TITLE!
What are you going to name your webinar to attract the type of attendees you want to attract? All too often I see Naturopathic Doctors name their blogs or webinars something like:
Balance Your Hormones Naturally
or
Loose Weight the Natural Way
Nothing wrong with those titles per se, but in today’s world of emails, texting, spam and people being exposed to somewhere between 5,000 – 10,000 marketing messages a day … they don’t exactly jump out and compel the reader to sign up for your webinar do they?
I’ve seen NDs do all the preparation to launch their first webinar, they jump through all the hoops from list building strategies to mastering PowerPoint slides, setting up proper lighting, learning the webinar system, setting up the email system and managing the list of potential invitees and more … lots more, only to experience disappointment and disillusionment because no one or very few actually registered or showed up to their webinar.
I remember it well, my first attempt at doing a webinar sucked! Weeks of preparation, tons of email invitations and Facebook ads only to end up with 9 people registered … I remember consoling myself with the “well, it’s my first time and I got 9 people to register to listen to what I have to share … it’s a start”. I mustered up the energy and enthusiasm to do a great presentation …then was totally devastated when not one of the 9 showed up! No one! Zero – Zilch!
Initially I was so disappointed I wanted to cry. Then frustration and anger set in to the point where I started to blame everyone and everything else; was it the webinar system didn’t let them in, the technology didn’t work, did the email not go out, what is wrong with these people? … you get the picture! Let’s just say “I got my Irish up”!
Eventually, after more days than I’d like to admit to, I calmed down and took an objective look at things. I checked every step I had learned from my business coach at the time who successfully built and runs his entire multi-million dollar practice on webinars. After days of reviewing and studying all my webinar steps and training … I recognized my numerous mistakes, but of all the things I did wrong, one stood out as being the most obvious …
The title sucked!
I forget exactly what the title was, and it’s not important now, but it sucked and didn’t follow any of the rules I had learned. I was so focused on the presentation and the content and my performance… I put no real effort into the title!
Now after several years of improvement, additional training and studying others and successful experience doing webinars myself, I’ve added a few rules and formulas for great titles that have improved my registrations – attendees and quality considerably!
Colm’s 12 Rules for Great Webinar Titles:
- Target Your Audience in Your Title
- Address their biggest problem
- Start with “How to”
- Include their desired state (Solution)
- Include their biggest fear
- Make it easy
- Offer social proof (if possible)
- Be specific
- Include a timeline (if possible)
- Consider the calendar (if appropriate)
- Assume Nothing
- Test Everything
Many of those are obvious and don’t need much explanation, but the success of your webinar is going to be in the details so let me demonstrate by showing you some examples.
First let me share the framework:
How to <achieve specific desired result> <specific timeline> without <biggest fear>
So let’s say I’m going to do a webinar for Naturopathic Doctors to help them with their marketing. I could call it:
Marketing Strategies for Naturopathic Doctors
But that doesn’t follow the framework or the rules … using the framework, how about:
How to Attract 20-25 New Patient Inquiries to Your Naturopathic Practice Every Week …without Advertising!
Better right? Let me tell you how much better; remember the time I had 9 registrants and zero attendees with the wrong title … with the right title, the one I just shared I got 145 registrants and 78 attendees!
Do you see how I used pretty much all of the 12 rules? You won’t use all the 12 rules every time but try to as often as possible!
Now you try it! Post your title in our “new” FREE ND Marketing Group on Facebook here
I look forward to seeing your new sexy, sizzling titles!
We will be addressing this and several other strategies to attract your ideal patient both locally and globally in our upcoming 2 day marketing event exclusively for NDs. Check out the NDMI here and reserve your spot.
Post your comments or questions below and let’s keep the conversation going…
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