EDITOR�S NOTE: Like never
before, our country has an information glut with far too much
material to absorb on new technology, personal achievements,
business education, keeping abreast of change. The solution is
intensive seminars of one or more days where an attendee can get
more useful information than in a college course. Millions pay high
fees to attend. They constantly search for new seminars to expand
their horizons. Can you profit by this exploding interest?
In this series of
informative articles, consultant Rene Gnam takes you through the
basics of entering the high-pay world of seminaring.
A foremost direct
response advertising consultant, Rene Gnam presents over 50
seminars a year and creates the advertising for many seminar
sponsors. From his Florida office, he directs seminar marketing
around the world and is deemed an expert on scientific analysis and
projection of results. He has written two advertising books, several
portfolios, recorded his techniques on audio cassettes, and recently
presented 12 television programs on direct response advertising.
If you have been running a
particular business, or promoting a line of products, or providing
services to other businesses, or by dint of your experiences have
acquired high knowledge, you may have acquired a level of expertise
that perhaps you are unaware of.
People are willing to pay
for that expertise.
If you have written a book,
or a series of articles on one subject or many, or made in-person
sales presentations, you may have a new career ahead.
You may be a bright,
marketable star, and the profits you can derive from your expertise
can be enormous.
You need a strong ego, a
willingness to face people, a feeling that you're among the best, a
desire to perform, a life situation that permits travel, and a
There are three ways to
break into seminaring:
- Speak for someone
else, then go out on your own.
- Find someone
knowledgeable as a partner to market you.
- Gamble at least
$10,000, preferably twice that, and do it all yourself.
The first two methods are
the safest. Those who try #3 usually fail unless they have a strong
response advertising background. But consider these successes:
Arleen LaBella and
Dolores Leach present three seminars a week for a Boulder firm and
earn over $50,000 a year each. A book they wrote gives them
regular royalties. Their audio cassettes provide more revenues.
When Dawn Hancock and
Katherine Russell promote a health conference for an Atlanta
company, they often get over 700 people paying $595 each. That's
$416,500, twice a year.
Dan Neilson lives in a
medium size town, Grand Prairie, halfway between Dallas and Fort
Worth. He's the administrator of a hospital. Running a hospital gave
Dan special skills. So he started a weekend seminar program,
advising other hospital administrators on how to run a hospital. He
now makes $4,000 profit every weekend that he feels like running a
Don Feltner runs a photo
studio in a much smaller town, Wheat Ridge, 20 minutes from Denver.
He started a series of seminar courses on how to increase
photography studio revenues. Other people hired him to fly to
Australia, Tahiti, Hawaii, and Europe to run those seminars. And he
ran them himself all across the USA. He made $80,000 profit in each
of his first two years at it, and found that he now has so much
acclaim that he can sell his course in a book and make another
$50,000 a year without traveling.
Hundreds of other speakers,
able to communicate helpful information on a single subject, command
a minimum of $375 per day to present one-day seminars for
professional seminar organizations. Fees of $1,500 a day are
commonplace. Top names, in fields of mass appeal, earn $3,500 -
$5,000 per day.
Why have I told you these
- Because you have
- Because you have
- Because you can run your
Let's think of it this
You sell educational
materials to schools? Fine. Invite school authorities to a seminar
teaching them how to better educate their pupils by using
You do computer
programming. Fine. Invite people to hear you tell them how to
utilize the software they're considering now, how to plan for new
software, how to get more production from the software they have
You're knowledgeable about
rubber stamps...or zippers...or suspenders...or electronics
products...or steel pipe...or zinc molds...or valves...or
fasteners...or casket linings? Fine. Run a seminar and tell me more
People will come. They'll
pay. If you do it right.
Before you call hotels to
book meeting rooms, carefully define your goals. There are only two:
- Front End Profit...going
for profits on the seminar itself,
- Back End Profit...aiming
for profits on revenues you get after the seminar.
A seminar's success, for
one event or several, is measured by those two points, usually by
spreadsheets on a computer. I�ll discuss that in the next article
in this series.