The Story is What Sells

The Story is What Sells

Your registration brochure isn’t just a marketing piece. It’s the face of your conference. A face can launch a thousand ships. Or it can make everyone pack up and go home. To make it a face that inspires action, your brochure has to engage your people. It’s got to do the old W&W: woo and wow. The most effective way to do that isn’t to promote the venue. Rather, the most effective W&W strategy is to create a story around the number one reason people attend your conference: person-to-person interaction.

Our research has confirmed that in-person networking is the number one reason people step out of the virtual world and the LinkedIn discussion groups. Hence, your registration brochure needs to upsell the networking opportunities with both copy and visuals, and really tell the story.

If you’re not telling that story, don’t even bother putting a brochure out there.

Because if you thought the recession was bad for conference attendance, you ain’t seen nothing yet. The world of information is downloadable—and it will continue to be even more downloadable. Social networking facilitates connections almost instantaneously.

However, you do have something in your corner. The virtual world isn’t the same as the real one. Slap a camera on your computer, but it doesn’t matter. Virtual experiences can’t match the human experience of standing in a circle of your colleagues, chatting and laughing as you generate ideas and sparks and connections. The experience of all of your neurons firing because you are breathing the same air, in the same moment, at the same place, at the same time as a bunch of other interesting people.

The fact that virtual can’t match human is the meat of your story, and you better tell it in a compelling way.

We hope you find these tips inspiring for your next conference, and until next time keep a look out for clue #3!

The Lone Marketer

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