Setting Up and Using a Hotline
A hotline is a separate line that you set up that gives people a detailed description of what the seminar will cover. It is basically your electronic salesperson that works 24 hours a day, 7 days a week. When people call the line it gives a very detailed pitch of everything that you will cover at the seminar.
It should concentrate on the benefits of attending the seminar. It should have numerical specifics attached to many of the benefits. Something like: “Three things you must do if … ” ” or “7 deadly mistakes you must avoid when you … ”
If you can get away with it, set up the hotline on a residential rather than a commercial (business) line. It’s cheaper to set up. I usually get away with residential lines. If you don’t advertise them in the yellow pages, your chances of being able to pull this off without alerting the phone company are good.
All you need to do is attach an answering machine or a voice mail system that will give you the ability to create a long outgoing message. Remember, the hotline message can never be too long, only too boring.
People at my seminars who hear me talk about this hotline will frequently say to me, “I would never listen to a 10-minute message about a seminar, blah, blah, blah.” My answer is simple. I don’t care what youthink, I care about what your prospective attendees think or do. They’re the ones we are trying to reach. If people are seriously interested in attending an event they will listen to a message that goes on for 10 or more minutes. Why? Because they are interested. They haven’t heard about it before.
Remember this. If people are going to pay a lot of money, they need to be “sold” to a certain extent. Also, different people respond to different approaches. Some people will respond to the written approach. Others will respond to a verbal “pitch.”
Prepare a script and read it into the machine. Ask some people to listen to the hotline message. Get their feedback. Make suggested changes that you think make sense.
People usually respond positively because they are hearing the voice of the person who will be doing the seminar. Don’t use a professional voice person to do this. The person who does the seminar must record the hotline message as well.
If you use postcards to promote your event, it is wise to send people to your hotline. There isn’t much selling space available on a postcard, so you need to concentrate on sending them to the hotline.
Additionally, I put the hotline message number on any and all advertising.