How to structure a REGISTRATION FORM that SELLS.

I talked about the value of a registration form and how it can impact your conversion rate last time. If you missed it, you can read it here. This week, I want to show you a registration form in action.

But first, I need to be clear: This blog is specifically relevant to in-person events.

In fact, following this model with online events could negatively impact your conversion rate because you will give people too many options. But if you want to sell at an in-person event, a strategically crafted registration form is your secret weapon.

Before we get down to it, you can download a sample registration form that I used in my first business for my signature program, The Actor’s Business Breakthrough. As I’ve mentioned before, this program generated $320,000 in revenue for me last year. Some of that success is thanks to the science behind this form.

You’ll want to have this form in front of you as you read this blog, so go ahead and grab it now.  I’ll wait…

Welcome back.  Let’s roll.

Tip #1: Present Two Options.

As you can see, my registration form includes two choices.

Option #1, The Blueprint, is a self-guided, online program that covers the nuts and bolts of my marketing training.

Option #2, The Breakthrough, is a live interactive 8-week coaching program with four times the training, juicier bonuses, and everything that’s included in The Blueprint for only double the price.

The truth is, students rarely select Option #1. Like, maybe 1 in 50 registrants.  And you know why? Because option #1 just isn’t that juicy when stacked up against Option #2.  And that’s intentional.  The best place for students to land is with Option #2, and I designed the registration form to reflect that.

So here’s the takeaway: When presenting two options, know where you want people to land. This will help you be strategic about how you design your offerings so you can help people make a really clear choice and feel awesome about it.

Another reason to give two options is to avoid a yes or no question, which we discussed in my last post.

Instead of deciding if they want to work with you, your soon-to-be-clients will be evaluating how they want to work with you.  This helps people bypass any fear-based resistance and actually consider if your program is a fit.

Tip #2: Be strategic about how you price your offerings.

You’ll notice that I offer two prices for both programs. One is the regular tuition fee and the other is the discounted, “today only” price is a Fast Action Bonus designed to incentivize people to register in the room – right here, right now. My conversion rate in the room doubled when I started using this strategy.

What’s a Fast Action Bonus, you ask?  Good question and I’ve got your answer in this blog post.  

Next, notice that I offer two payment options for The Breakthrough: an additional discount of $100 if you pay in full, or you can set up a payment plan of nine automated payments for nine months.

That way, even if money is tight, saying yes is possible.

Before I move on, I want to be clear: My prices aren’t necessarily your prices.

This program was presented to a group of actors. Most actors are on a budget so a monthly payment of less than $100 is something they can make happen. Anything more than that could be difficult. But for most audiences, these prices are way too low.

Make sure you consider what’s financially possible for your target audience.

Tip #3: Focus on the benefits.

Notice that I hardly mention the details of my programs. One is a self-guided course and the other is a live teleseminar.

Aside from that, I focus on the tangible results clients will experience when they invest in my program.

The benefits are why people choose to make an investment, not the structure. So, beware of discussing too many details and leaving out the juicy benefits.

Tip #4: Cover your buns.

You’ll notice some [super necessary, non-negotiable] legal mumbo-jumbo at the bottom of the sample registration form.

You are welcome to make what I have here your own, but know that this form was created for actors and I have addressed some very specific laws in the state of California that might not be applicable to your audience.

That said, here are a few key items to include:

1. A clear refund policy.

2. A signature to authorize payment.

3. And clear language that states the program cannot guarantee any specific results.

Tip #5: The boring [but important] nuts and bolts…

1. My forms are legal sized, carbonless forms.That means they look like a receipt. There is a white copy on top and a yellow copy underneath. The customer can leave with the yellow copy in their hand, and we can keep the white original.

2. I get them made at FedEx office.

3. With the help of my assistant, I hand out my forms at the end of my talk and take 15 minutes to clearly walk people through what’s possible when they invest in themselves through my program.

For more details on how I set this up, read my last blog here.

I know, I know.  Carbonless forms are so 1994.  But, my friend, you need a paper trail and your clients need something tangible to hold in their hot little hands in order to take the registration leap.

I see a lot of coaches share links on their website where clients can register or even invite people to email later and reserve their spot.

Here’s the problem with that: When people leave the room with only a link to a website and time to think about whether or not they want to sign up…you’ve lost them. And they’ve missed out on the extraordinary chance to work with you.

People are busy. Once they start to think about their day, they forget all about the opportunity you’ve presented them. Or, more often than not, they’ll talk themselves out of it.

Registration forms make it easy for everybody.

So, though this might feel like extra work, do it anyway. It will pay off. #NoPunIntended.

Got any questions about how I’ve set up this from? Leave ‘em below.