Teleseminars are especially effective marketing tools for service business owners and independent professionals. Many people want to hear your voice before they hire you. At the same time, they want the freedom to listen at their convenience, via an mp3 device while they're jogging, driving, multitasking or just hanging out.
I've used teleseminars to get clients ever since I began working online. Along the way I've made my own share of mistakes. Of course, I also learned a lot about what works.
Here are three tips that make a big difference to my clients (and I still have to be vigilant when I give my own teleseminars).
1 - Give your audience a replay.
Currently many marketers are holding back on sharing replays of calls. Frankly, I think they're showing disrespect for other people's time. Are we supposed to cancel a dentist appointment or a meeting with an out of town friend to listen to a call? I don't think so.
Of course you want to create a sense of urgency. I admit I'll listen to a replay if I know it's going to disappear, as compared to something I can store forever on my hard drive. Give listeners 24-48 hours to listen online.
In today's world, nearly everything is geared up for later listening - episodes from Downton Abbey, library podcasts and even university classes. If you're not part of this trend, you will come across as operating in scarcity mode.
2 - Listen to your own talk.
Don't forget to listen yourself to your own teleseminar. I'm a very experienced speaker, yet recently I caught myself saying more "ums" and taking long pauses. Well, they're not long in conversation or a live speech, but in a recording they seemed to last forever.
Your voice should be confident and fast-paced. Many experts recommend speaking at a more rapid pace than you would in ordinary conversation.
Practice when you're talking on the phone to ordinary friends. If your conversation partners seem to be getting impatient to get off the line, or if they say things like, "Can we get to the point?" they're giving you valuable hints.
3 - Think in threes.
Recently I was planning a teleseminar for a specialized audience in an organization. I kept wanting to give them more and more information. Fortunately, I remembered the Rule of 3.
Speech patterns of three occur all over the world. Some communicators think there's a hypnotic component to using the "three" rule; I'm not sure myself, but I know the convention appears all over the world.
Focus on three take-aways and plan your call around them. Most listeners will remember three takeaways; they'lll get confused when you pile on more info. In a university classroom, where you'll be testing students on what you present, you can get away with a lot more. In a marketing context? No way!
Where to learn more:
Of course you can write a whole report on teleseminar marketing and many people have developed courses and programs. Some last several weeks and cost thousands of dollars.
In today's market, teleseminars are more competitive. Make sure you want to work in this medium before investing substantially.
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