Pryor Seminars Puts All the Benefits Up Front on Its Mail
When driving attendance to a business seminar, you have several options, such the one demonstrated by this direct mail piece.
Mailer Name: Fred Pryor Seminars
Date Mailed: December 2013-April 2016
This 8-page brochure contrasts sharply with other formats used by this and other marketers, like letters and postcards. Starting with the front page, it puts need-to-know information about the Excel event upfront in easy-to-find blocks. Both days of the seminar list bullet-pointed benefits, a price, location, and date.
The first two inside page spreads go into much further detail. Each handles one day of the seminar, describing course content in greater, bullet-pointed detail. In addition, each spread uses another tactic to capture the reader’s attention: questions.
The first spread throws in some simple Qs-and-As that are likely to be helpful in understanding the basics of the course. For example, “Will I spend the day in front of the computer?” Next, the second spread uses a quiz to help the customer decide whether the session “is right for you.”
Finally, the left-hand page of the last spread includes registration information. It primarily focuses on payment policies and professional certifications. However, it also offers a bolded “100% SATISFACTION” guarantee. The order form on the right-side page provides several call to action options, including a QR code. It should also be noted that the company’s website address appears throughout the mail piece to drive “express enrollment.”
Use your direct mail piece to remove as many objections as possible to a sale.