One of of my clients who lives overseas is in the midst of marketing
his year-long high level Mastermind group. We’ve been through setting
up the sales copy for his website, and he’s pulled together some
introductory workshops to give his potential clients a taste of what he
does and how he works. Still, he wants to do all he can to maximize
enrollment, so he asked if I had more suggestions for him. Sure do!
Here are 7 ways to fill your events:
- Be clear about how many people you want. What size does the group
need to be to function well, let connections and bonding take place, but
still remain manageable? Share this number with your potential
members, and spend a little time actually envisioning the group in your
meeting place. See the faces as you look around the room. Clarity and
visualization are two ways to manifest what you want.
- Leave yourself enough lead time to schedule more than one “preview”
workshop for something that is as big as a year-long higher priced
offering. Choose a different location. It’s rare to attract all the
people you have potential with for just the one single day you have
planned.
- Schedule at least one teleseminar, and preferably 3. Use these
hour-long open and free calls to provide valuable, useful content to
your listeners. Have them sign up to gain access to your call through
your website, so that you gain their name and e-mail address in return
for sharing a sneak preview of your content. Talk about the what, but
not so much the how. Take a break before the end of your call to spend a
full 5 minutes making your offer for the big event. Talk about the
benefits, not what you plan to do. Talk about the pain points you feel
your listeners have and what can happen when these pain points are
eliminated from a person’s life or work.
- Review the stories of the people who have already signed up for the
big event, and ask yourself why they opened their wallets for you.
These early adopters can tell you a lot about what other people are
feeling, too. Change your sales talk and copy slightly if you need to,
in order to cover and emphasis these benefits since you already know
that they are strong selling points for you.
- Consider offering a half-price ticket to the spouse or business
partner or assistant of someone who has already paid full ticket price
for a seat. This can be a very effective way to fill your seats.
Essentially, you are upselling the already-registered client. It’s a
great benefit to them to bring someone along, and a great benefit to you
to have another person at the event. (Be sure, however, that you are
covering your costs with this 50% person.)
- Be wise in the use of experiential work in your one-day workshop
previews. People buy on emotion, not logic. So bring the emotion up at
these workshops and when it is high, make your offer.
- Make sure that your offer is time limited. You can offer the
half-price “second person” ticket for a limited time. You can offer an
early-bird discount for a very brief time. You can offer a bonus but
only if the person registers for your big event within the next 24
hours.
Filling the seats at your events and longer-term programs takes
persistence and the use of multiple marketing strategies. Using these
can help you gain visibility and build excitement for your big event.
