How to Sell More Books and Consulting Services at The Learning Annex
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DAN JANAL: That’s great. One point I want to emphasize is that when you get your name in the Learning Annex, they have a course description of course and they have maybe two or three lines that describe you and invariably they’ll have the name of your book in there. If you’re a consultant or a doctor they’ll have the name of your practice or where you work so that people can get in touch with you. So you’re getting reach into hundreds of thousands of peoples hands even if they don’t come to your class.
SUSAN HARROW: Oh that’s very, very true and it’s also the law of seven. You know people need to see you seven times before they buy. This is one way that you’re doing your outreach and your publicity and it really compliments PR Leads.
DAN JANAL: Definitely. Thank you. So you mentioned that you had a hard time getting your first speaking engagement there. What tips can you give to us so that our courses can be selected?
SUSAN HARROW: Well there are three ways. Tirst way is to get seen in the media. So of course PR Leads can help with that because the program directors, like producers and editors, are always scanning the media for interesting stories and that’s how I got found by Elana, was reading a speakers magazine so she was constantly on the look our for speakers because they want people who are already good teachers to teach at the Learning Annex—and of course speakers fit the bill.
The second thing is to write a good headline. These are the same principles that you would use in pitching a talk radio or TV talk show is to create a great headline and then you’ve got to have the body copy that follows it up. So a great headline, if you take a look at Learning Annex catalogues and other popular consumer magazines you’ll begin to notice great headlines. A lot of them are “how to” but not all. One of my favorite ones is, “How To Become An Irresistible Magnet For Love, Money And Miracles.” I wasn’t even that particularly interested in the topic and I thinking I’m going to go take that class. “Calling In The One: Learn How To Attract The Love Of Your Life In Seven Weeks”. “Crack Your Unique Millionaires Code. Discovery the Millionaire Within You.”
So they may even have a local person speaking on your topic already and they might not take you if they have that long-term relationship with that person. However, if you have a great headline and you have a great body copy and it’s different from their local person they will definitely consider you.
