Karen Keeney (KarenLKeeney.com) sent me this question and it’s perfect since this is event season. (Actually sometimes it feels like it’s always event season but that’s beside the point.)
Getting people to an event is probably one of the most difficult of all marketing tasks. Not only do you need to convince them to plunk down their hard-earned money for a ticket but they also have to pay for all their travel expenses AND they have to carve out valuable time to actually show up.
So how do you do all that?
First off, make sure you’ve done a good job explaining what your event promise is. (Your event promise is the transformation and/or learning people will get after attending your event.) If people don’t understand what their takeaway is going to be they won’t come.
Also, this is NOT the place to sound like every other event out there. Take the time to really figure out why they should choose your event above all the rest. And if you find yourself using vague or non-specific language, go back to the drawing board.
There are many business-building events out there, which is NOT to say the world doesn’t need yours. What this IS saying is you need to really have a strong grasp on how attending your event is going to solve a problem that is keeping your ideal clients up at night, and how your event is going to accomplish that faster and better than any other event (or even home study course).
It’s also never a bad idea to point out the very real benefits for attending live events. They can be hugely beneficial and very much worth the time, expense and trouble of attending, but those benefits can be easily forgotten. Reminding your ideal clients about why it’s good to get out of their office and/or house is always a good thing.
© Copyright 2012 Michele Pariza Wacek (Michele PW)