Hi -

I've got a motivational seminar coming up, I've done the first 60 seconds of a video promo spot for it, and wanted to ask for your comments re what I can do to improve it?

http: // www . Trade Mastery . com

(i spaced the url to avoid SE spidering)

But what I really need, is to make a compelling case for why people should fly in from all over the world to be there, and how to do that in a catchy, credible way in the video ... any thoughts?

I am planning on doing a straight talking-head benefits, here's the usp, why you need to be there, type of thing.. but that won't be strong enough to get people to travel... I need a real "Wow I've Gotta Be At This Event!" type of hook, approach in the video..

I need to dimensionalize the benefits, mechanize the USP, study better bullet writing and CTAs, and say it all in 3-4 minutes in video.. appreciate any thoughts, folks... this is my only solo seminar this year, so I need to make it a winner...

What else should I say, talking directly to traders, and/or putting wealth lifestyle video clips in there, to make it an irresistable "must attend" event?

fyi - a lot of traders attend various expos, that's there one big shindig of the year, where for free they can come and hear lots of trading instructors give their 90 minute presentations, and be pitched to by lots of vendors...

So my competitive challenge is, how to demonstrate enough value to be perceived as the One "go to guy" that can deliver more valuable content, just me, than they can get by going to an event where they can hear 12-15 other presenters... that's a toughie...

In the video, I need positioning, which I have but aren't communicating strongly enough, to be seen as hugely differentiated, to get lots of personal time with me, that is a much better value and more useful, than seeing lots of others that do what I do.

And of course achieve a "big promise" transformational bene that gets them on the site, ordering their tickets right now because their life will be so much better after they attend, type of pitch...


Thanks,

Ken

p.s. and hey who knows, maybe if you're all kind enough to help, by posting some well thought-out comments, I'll even return to the forum and post tips for everyone as a kind thank-you in return... as long as I'm not attacked publicly, like one guy did here, I'd really value being a member of the community again. You folks are great. I miss being here.

Hi Ken,

i've only one idea, but hey it might be worthwhile...

Have you thought about using a celebrity?

Is there anyone famous that is known to trade stocks? I know it sounds a bit weird, but then again, why not.

What I'm getting at is the celebrity needs to make sense to the audience in terms of why they're attending/co-fronting the event. Not just there because of there fame, but a rational reason for them to attend.

Just an idea??!!

Best Wishes,

Tom

Ken, I would think traders to be a highly competitive group of people. Maybe you could play into that to get them to show up. Maybe a contest based on implementing the methods you present. Available only to attendees.

Perhaps tout it as the event that only A Player traders or those serious about becoming A Player traders would dare attend.

Just some raw, random thoughts to get the ball rolling.

Lance

Hey those are both great - thanks! I will do that re a "trading challenge in person" - super idea ... I appreciate it. I'll implement that next week. I'll split them into groups, with fun names... and make that part of the salesletter.. great way to tap into their competitive nature, in a safe way... eg as teams...

Agree too re a celebrity would be good (though I don't know any...) that's a great "grabber" for getting attention, especially if they could vouch for/testimonialize the event...

other ideas...?

thanks all -

ken

Ken,

Getting a celebrity is not a difficult thing to pull off... There are literally thousands of "C" & "D" list celebs that are willing participate in projects without it costing you a fortune.

I know Dan Kennedy is huge proponent of using celebs and I wholeheartedly agree. I've been fortunate enough to work with a couple myself-- take my word for it, they are much easier to get than anyone thought was possible.

Pick up "The Celebrity Black Book" right here... A1Books - The Celebrity Black Book 2007: Over 55,000 Accurate Celebrity Addresses For Fans, Businesses And Nonprofits (celebrity Black Book) (celebrity Black Bo : 0970709587

I simply sent 10 letters per day to targeted celebs that I thought fit the projects I was working on.

Anyone can get a celebrity for their project-- I don't care what type of product it is... there is a celebrity out there that can help you increase sales.

Hey Mike,

That link doesn't seem to be working - but I found it anyway at a1books.com

Cheers mate - and thanks for that great resource!

Ken,
As usual i will start with the disclaimer that i am a novice . Personally i see where the big payoff from using video will come from . Is not totally with the pitch or the sales message . It should come from testimonials .

My guess is that sence you have been teachign people about trading for quite a while. You prolly have a bunch of people who can give good testimonials on the quality of your teaching.

this might be a silly idea .. But adding video about some of the golf courses in the area where you will be putting the seminar on .. might help motivate some people to fly from around the world .

Ken

Hey Ken,

Good to see you around again. You asked for comments... Here
goes.

Pardon the typos, I'm doing this on the fly.

I think you need to make a decision what you're really selling
here. Are you selling Ken? Are you projecting your success onto
the lives of your attendees?

Or are you selling your techniques and strategies... the very
path you walked to get to success?

Or are you really selling something else? Something never
offered before?

With what you've got now in the letter, you are offering a series
of proven proprietary strategies (everyone is) for nearly every
type of trader (like everyone else).

Right now, you've got a little something for everyone. So much
so, that it's a huge challenge to get your reader to jump out of
his chair and say, "Ken's talking to ME!!!"

You're up against a big challenge in terms of differentiation.
Especially if you want your positioning to be strong like you
mention.

I think it's just too much noise to cut through when you are
being that general.

What can your people accomplish because of what you do? That
ONLY you do?

In your letter, you're giving them "Reasons to Attend." That's a
pretty needy position. Who needs who here? You've got the gold
right?

As for the tone of the letter...

It kind of goes back and forth between Ken talking and talking
ABOUT Ken (like in the promo video). That's a lot of shifting
and I think it takes away from the bond you are building with
your reader.

Plus, I don't think you'd talk this way if you were selling this
to your long-time golf partner. You wouldn't "sell" him. You'd
say things like, "Chuck, if you do one thing this year to get
yourself on a success track, this seminar should be it. By the
time you leave, in just 48 hours, here's what you are going to
fully prepared to accomplish... And I'm going to make sure
you're ready."

I get to the end of your letter and I'm really not sure why I
should come... except that it's cheap. And obviously you've got
a good track record. But still, a trip across the country? At
least I'm not sure how I would condense it into a one sentence
fragment to convince my wife that it was time well spent. Time
away from kids and family.

What about a different approach... Go back to your "immersion"
idea. That's the reason they need to be there... All the facts
about modeling, etc. that you can use for credibility.

That way, you're selling a new take on a proven learning
technique... IMMERSION, OSMOSIS, whatever you want to call it,
and it doesn't come across that you're selling Ken or your
trading strategies.

Also...

I've known of you for long enough to know that you're the real
deal... And you've got some attitude to throw around when you
think it's appropriate.

Where is that? Where's the REAL Ken?

Good luck!

Thanks everyone - Mike, Ken, Jason...

Jason, I think you hit it on the head... superb commentary, much appreciated... it's too vanilla, the usp/hook isn't clear enough.. which indeed would make it hard to position vs the "buffet style" expos that offer lots of speakers in one trip, vs just one.

I appreciate it.. makes a lot of sense, re the focus that's not there... I'll work on re-crafting the letter by sharpening it up using all of what you've all graciously told me about ... thanks so much.

Also I'd be free to do a complimentary critique-in-kind of anything any of you who were kind enough to post your thoughts here, would want to run by me for my .02, anytime this year, if you want.. (just pm me here)..

That is a huge challenge; getting people to get excited enough to get off their couches and leave spouse behind to get in an airplane and travel... that's a Huge challenge in today's fast-paced world... and with the small list I have (less than 11k), it's really hard to get dozens of folks to attend.

I'll work on "amping up" all the blind spots you've identified, Jason - thanks much .. and to everyone, I really appreciate it... it's hard doing all this stuff by yourself, so it's neat to have a "virtual mastermind" with all of you here.

You made some other superb points as well, Jason, regarding "what exactly IS it I'm selling...?" ... the offer, from a price standpoint is a no-brainer, but the "what's in it for them" isn't clear enough... it's still "just another trading seminar" ... so I need to sharpen the hook, get some phrases in there that dimensionalize what they're getting, clearly identified... will do.. thanks for helping get me on track with all of this.

Good point re immersion and mixing the pitches... this is a hybrid pitch because traders won't want to come "just for" the self-improvement, trader mindset, discipline stuff... that's like getting them to go to the gym and eat right, prescriptive... so I need to integrate technical trading tips, as half of it, which I'll deliver, With the motivational/winning mindset training they'll get. And that division of USPs will kill the pitch, so I've got to identify the dominant one, and fold the other usp in as a secondary benefit they'll get (a la bonuses to tip into a buy vs on the fence), vs current letter which divides the benefits...

can't try to sell everyone everything, or you'll sell nothing to nobody... has to be a single clear voice of pitch to a single trader who identifies with it, and engages his inner dialogue, bugging the heck out of him til he says YES!, realizing what a tremendous sense of loss he'd have if he didn't attend this "must be there" event, and whips out his wallet to register etc..

Have a great one,

Ken