Let’s face it, the biggest concern that most people have when contemplating their upcoming large or small event, workshop, or retreat is, how do I get the people in the room?
To fill their events, people generally go straight to ideas about social media, Internet marketing campaigns, and direct mail.
While those are great strategies, they’re only going to be effective if you, first, put Step 1 of our 7-part Event Profit Secrets formula into place.
And that is: Before you do anything else, you have to get clear on your “event promise.”
The Promise = the Transformation
Your event promise is the outcome or transformation that attendees will get if they come to your event.
You need to get clear on what that is, and then — this is key — you need to represent it as much as possible in the title and/or tagline of your event.
For instance, our top-selling event, which has thousands of graduates all over the world, has a very clear promise. It’s called Speak-to-Sell Bootcamp.
It’s obvious in the title what you’re going to get when you come to that event. That’s why it sells so well, and why everything that we do to fill that room works.
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The tagline only reinforces the promise: “Step into the spotlight with a signature talk that you love, Irresistible Offers that sell, and the confidence that comes with being ready.”
If you want to get on stages to speak and sell, it’s obvious that we’re the people to come to.
Another great example on our campus is Event Profit Secrets, which happens to be coming to San Diego next Thursday. No secret what we’re working on there, right?
The Clearer the Promise, the Easier the Sale
The clearer the promise, the easier it is for people to say, “Yes, I’d like to spend three days with you, and walk away with that.”
In fact, when people can’t fill the room, it’s almost always because the promise is fuzzy. It’s not clear at a glance what attendees will get for their investment of time and money. I see these vague promises all the time, and, as soon as we clarify them, all of a sudden the social media and online marketing strategies start paying off and people start buying their event tickets and booking their plane reservations.
Of course, while the promise is fundamental, it is just the beginning of filling your event. And that’s why, if you’re coming to Event Profits Secrets next week, we’re also going to give you the nine strategies that we use to fill and sell out our large events year after year. So, you can imagine how powerful they would be when applied to a small event, workshop or retreat in your living room or local community center.
If you’d like to join us next week in San Diego at Event Profit Secrets, it may not be too late. Learn more here.