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. Let me know how it goes!
(c) Sue Painter