Why Most Educational Seminars Don't Work: What to do Instead

 

Why Most “Educational” Seminars Don’t Work and What to Do About It?

Let’s be honest.

When someone tells you, “We’re running a seminar by a famous doctor on how to have good eyesight,” and then you see it’s sponsored by the doctor’s own clinic, what do you feel?

You feel it’s an advertisement.

And what do people do when they sense a sales pitch?

They switch off.

That’s why this approach doesn’t work anymore.

So how can this doctor still run a seminar, get business, and not sound like an ad?

The answer is simple — change the structure.

Let the doctor not be the main speaker.

Instead, invite another speaker who talks about a topic that connects with people’s life goals, not just their eyesight.

For example, someone could speak about how to improve your income without working harder.

During that talk, the speaker naturally mentions the doctor’s insights about how better vision improves productivity and confidence.

Now the doctor’s clinic appears as the sponsor, not the seller.

The doctor comes on for ten minutes, gives a short expert segment, and that’s enough.

People accept it, trust it, and even appreciate it.

This is what I call a strategic alliance.

I’ve personally formed alliances with over 13 companies.

Every week or so, I run talks — both online and onsite — where one speaker supports another’s business in a natural, win-win way.

If you want to grow your business and reach more people, don’t keep selling directly.

Find a speaker who can talk about something different from what you sell, yet still lead people to you.

That’s smart marketing.  

That’s strategic love in business. It is Talk Profit, not Profit Talk. 

I’m Andy Ng, author of Win Without Fighting with Sun Tzu Art of War, and Love Intelligence (LQ): how to Get Rich with Love.  Contact me at andythecoach@gmail.com to get your talk or books for free.