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About the Client
Anderson Business Advisors is a tax planning and asset protection law firm. They host free webinars to generate leads to introduce their products and services to potential clients. After the webinars, attendees can get discounted prices on their primary service package, which sells for $2,997.
What did they want?
I worked for Anderson as an in-house marketing copywriter for two and a half years. One of my tasks was to write sales copy for their registration pages.
My approach to the copy
Our online webinars were held on Saturdays for over seven hours. Unlike other lead generation tools, this one takes a significant commitment from the end user. Why would someone give up their Saturdays for seven hours to listen to a couple of lawyers talk about saving some money on taxes?
Before writing my copy for the new opt-in page, our current pages didn’t say too much. A new approach was needed.
My objective was to answer as many objections as possible. Some of these objections included:
- Why Saturday?
- Why seven hours?
- Who is this event for?
- What’s in it for me?
- Do I really need this?
Our clientele is primarily real estate investors. Many real estate investors attend real estate seminars to learn how to invest in real estate. But they don’t learn how to protect their investments (assets) if they ever get sued by their tenants.
Therefore, the objective of this page was to warn them of all the hazards of owning real estate and clearly state why they need to have an asset protection plan in place.
The biggest challenge was this monthly workshop was two workshops in one. The two topics discussed are tax planning and asset protection. This proved to be challenging since it often confuses the end user.
I aimed to make this page easy to scan and read so the reader could make an explicit and informed decision. This proved super valuable as previous pages had thick paragraphs of text and small print.
How Urgency Was Created
The urgency was created by showing how important the lessons learned needed to be applied as soon as possible before a lawsuit occurred.
I intentionally stayed away from the trite urgency tactics of there being “limited seats available.” This would be untrue since this was a virtual event with nearly unlimited spaces. Therefore, the urgency in this case was created by saying, “Not all LLCs are created the same. Therefore, you could be at risk if you are currently using the wrong one.”
Overcoming a Boring Topic
This was a challenging subject to tackle. Who enjoys learning about taxes and protecting their assets? No one. Not even hard-core real estate investors.
Since one of our speakers on the webinar had dozens of cautionary tales of people losing money when they didn’t set up an LLC properly, I emphasized that in the copy. People love listening to disaster stories and cautionary tales. This is why the News is so popular.
Since this was a very long webinar on the weekend, I felt we needed to address the 800-pound gorilla in the room. I wanted to show that spending over seven hours on a Saturday would save them time, money, and effort. Before I wrote my copy, it was assumed people would overlook this apparent drawback of this FREE webinar.
So, the challenge was to get people to sign up for a very long workshop.
Although I have made many suggestions to do so, we didn’t offer any inducements or bonuses to sign up. Everything was strictly based on the copy. Despite these challenges, we averaged between 3,500 and 4,500 sign-ups for each event. We held these events twice a month, which had its own challenges.
These events bring in thousands of attendees. During my first few years at Anderson, my copy for the webinar opt-in pages helped increase sign-ups from less than 800 to over 5,000.
Below are some emails that promote these types of events.
Email 1 Email 2 Email 3