The hidden campaign to get more clients

Last week I spoke to a client who is a financial advisor. She has just killed it on her webinar but was unhappy with how many people registered for her event and didn’t show up.

After looking at her numbers, we discovered that two-thirds of people who have been getting nurtured and signed up for her webinar showed up, but only 10% of cold leads from Facebook attended the webinar.

Admittedly, 10% is a meager number even for cold leads. That’s an aberration; however, those statistics point to the ongoing problem of getting cold leads to attend webinars.

If you follow my system of sending four emails to your entire list, even to people who have already registered for your event, you should get at least a 50% show-up rate. But what about cold leads? How do you get them to attend your event after they’ve registered?

You need to implement a “hidden campaign.” This campaign needs to accomplish three things:

  1. Increase the excitement level about the webinar after someone registers.
  2. Keep your webinar on the top of the registrant’s consciousness.
  3. Make your prospect feel that they’ll be missing out if they don’t attend your webinar.

What I’m talking about goes beyond the typical day before, day of, an hour before reminder emails that go out. Yes, you should have that campaign in place, but it’s nowhere near enough if you want to maximize results.

Tomorrow, I’ll tell you about what you need to do the second someone registers for your webinar to get them to show up. I bet you’re not doing it.

Kick butt, make mucho DEEnero!

Dave “Get ‘Em To Attend” Dee

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