We are only a few weeks away from the presidential elections in the United States and both President Obama and Governor Romney are trying to convince the public to vote for them. After watching 2 debates, it struck me how their messages are received so differently by the same people.
After all, everyone who watches the debate hears the same words. However, they are not received the same by everyone. We all have had experiences in our lives that filter the information we receive. And although both candidates are heavily courting the middle class vote, the words they use resonate differently with different groups of voters.
Your Event Marketing Message
This is also true for your event marketing message. The words you use appeal to a certain group of people. It is your job to make sure that the people that act on your message are the right people for your event. If not, your event is doomed to be a failure.
For instance, a few weeks ago, I was consulting with a company who was hosting monthly workshops. Although they had some business people attending, their Return on Investment (ROI) was exactly zero. They did not have the audience in the room that was a good fit to do business with their company. While they were looking for experienced business owners, they were getting beginning entrepreneurs that could not afford their services.
The words they used in their workshop marketing appealed to start up entrepreneurs. The message didn’t talk about the problems experienced business owners faced; the problems that this company actually solved.
Your message is crucial, but it is only one piece of the pie. If your message is not the right one for your audience, you are either stuck with an empty workshop room or with a room of people who don’t want or can’t afford your services.
Match Your Message To Your Market
Matching your message to your market is a big part of your event marketing campaign. Having a room full of attendees for your workshop and seminar is not enough. They have to be the people that can benefit the most from your teachings. They are the ones that you are meant to help. They are the ones that will turn into success stories and will go on to inspire others with their accomplishments.
Ultimately, that is why you host your events; to make a difference. The business growth, profit and increased visibility are nice too, but in your heart you want to help your audience achieve their goals in life or business.
Your events can be filled with your ideal audience when you use the right message directed to the right market. To learn exactly who to target AND the words to use that resonate with your ideal audience, join me for the Butts In Seats Virtual Boot Camp.
You get instant access to the five core training modules of the course that will teach you how to get more attendees for your events. In addition, you will be able to get all your questions answered in three Q&A Coaching and Accountability calls. The first of the live Q&A calls is next week, so register now to have enough time to go through the first one or two training modules.
And your next event will be full of people that you are meant to teach and help. They will receive your message as you intend. No matter whether they vote for President Obama or Governor Romney.
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