How to Develop and Promote Successful Seminars and Workshops: The Definitive Guide to Creating and Marketing Seminars, Workshops, Classes, and Conferences

Overview

Well-known author and consultant Howard Shenson shows consultants, educators and trainers how to enter and flourish in the lucrative and fast-growing seminar business--an estimated 3-to-4 billion industry. Covers everything from choosing a topic and developing a program to targeting a market, pricing and promotion. Provides practical details on selecting facilities, writing brochures, advertising, using direct mail, add-on materials and much more. Features checklists, tables and sample forms that help make ...
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Overview

Well-known author and consultant Howard Shenson shows consultants, educators and trainers how to enter and flourish in the lucrative and fast-growing seminar business--an estimated 3-to-4 billion industry. Covers everything from choosing a topic and developing a program to targeting a market, pricing and promotion. Provides practical details on selecting facilities, writing brochures, advertising, using direct mail, add-on materials and much more. Features checklists, tables and sample forms that help make planning easy and efficient.
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Product Details

  • ISBN-13: 9780471527084
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 9/18/1990
  • Edition number: 1
  • Pages: 288
  • Product dimensions: 7.31 (w) x 10.24 (h) x 1.01 (d)

Meet the Author

HOWARD L. SHENSON, CMC, is an internationally recognized authority on the marketing of seminars, information products, and consulting services. His creative strategies have been responsible for the sale of more than one million seminar registrations. He has written a number of bestselling books, including The Contract and Fee-Setting Guide for Consultants and Professionals and Shenson on Consulting, both published by Wiley.

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Table of Contents

How to Select Seminar Topics That Sell.
Marketing and Promotion.
How to Design and Write Promotional Materials That Get Results.
Single Program Brochures vs.
Seminar Catalogs.
How to Select and Rent Mailing Lists.
When to Mail Seminar and Workshop Promotions.
The Capture Ratio: Calculating Expected Direct Mail Response.
Promoting Seminars with Advertisements.
Where and When to Hold Seminars and Workshops.
Selecting Hotels and Conference Facilities.
Pricing Your Program.
Added Profits: Successful Back-of-the-Room Selling.
Promoter, Presenter, and Participant.
The Winning Program.
Conclusion.
Index.
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