Would you spend thousands of dollars, or even hundreds for a workshop or seminar if you have never heard of the speaker? Most likely you would balk.
Yet it is what many workshop and seminar leaders ask from their target audience. They market their event and expect people to buy tickets without having a relationship with them first. That is the hard way to fill your events and frankly it is the reason why so many seminar rooms stay empty.
You start off the relationship with your prospective attendee by asking them to take out their credit card to come to your event. And they are saying, “But I don’t even know you yet!” There is too much risk for them.
The Best Results
It is no accident that the best results from your marketing come from your “house list”, made up of contacts and prospective attendees that you have a connection. Those are the people who already know, like and trust you.
When I was talking to clients recently, without exception, they told me that attendees to their workshops were people they already had a relationship with.
Know, Like and Trust
People only buy from people they already know, like and trust. So if you want to sell your workshops and seminar tickets, you need to have a list of people that know, like and trust you. That list can consist of current clients or even a list of prospective clients who have expressed an interest in what you have to say.
The best way to build this list is by offering an “ethical bribe” in return for your prospective attendee’s email address. This “ethical bribe” can take many forms, like webinars, a report, an audio or even a series of videos.
Once you have that email address, you don’t immediately start sending out messages that scream: “Buy a ticket to my event!” No, you want to add value first. You make sure that you share your expertise freely and give them good tips and strategies to help them with their life or business.
Nurture The Relationship
That allows you to build a relationship with them. You nurture that relationship by being helpful, showcasing your expertise and offering resources that can move them forward.
Through your emails, your articles and your tips you earn the trust of your subscribers and move them to a stage where they now know your expertise, they like what you have to say and they trust you to give them valuable information that can help solve the problem that they face in their life or business.
Filling Your Events Becomes Much Easier
Once you have that relationship, filling your workshops and seminars becomes much easier. And not only getting attendees. You will also be able to sell your products and services and sell out your programs. It is true what they say. The money is in the list, but more importantly, the relationship you have with your list.
For more information about building your list, check out this free 3 part video series by Kathleen Gage. I watched the first 2 videos and they are fabulous.
The second video, “7 Proven Strategies to Build Your List” especially shares great information you can use right now. I trust Kathleen with my education when it comes to marketing on the internet. Go to http://eventsandprofits.com/listbuilding and check out the videos while they are still up.