When you are hosting an introductory workshop and looking for a way to register your audience online, an online registration service like Eventbrite looks like a good option. It is easy to use, you just plug in your information in the template and out rolls a registration page. You can charge for your tickets for a small percentage and they handle everything.
Eventbrite has promotional tools you can use, including a social component that allows your attendees to promote your event on social media. I even get emails from Eventbrite on occasion that lets me know that friends are attending certain events and encourages me to check them out.
Using Eventbrite for your introductory workshops seems like a no-brainer, right?
Unfortunately, there is a serious flaw in the Eventbrite registration page set up. The same thing that makes it so easy and tempting to use is the same thing that will hurt your workshop attendance.
If you go to any Eventbrite registration page (seriously, pick any, since they all look the same), you will see the following things:
- Name of the event
- Date and time
- Ticket buying form
Yes, right at the top of the page, Eventbrite gives your attendees the opportunity to get a ticket to your event.
There is one MAJOR PROBLEM with that.
Registration pages are sales tools.
Registration pages give your potential attendees all the information to make an informed decision on whether or not they should attend your event. That includes giving them all the reasons and benefits on why your event is right for them. It talks about the problems that your event solves and how your attendees’ lives or businesses will be better after attending your event.
(Note: check your registration page right now to make sure it has that information on it.)
Your registration page builds value and desire for your attendees to go to your event. When you present them with the cost of the event ticket, it is more of an afterthought. After all, what is a mere $17, $27 or even $47 in the face of the value and benefits that your event offers?
Your Eventbrite registration page does none of that. Sure you can add all the benefits and information at the bottom of the page. The problem is, by then your potential attendees have already clicked away.
You have only 3-7 seconds to grab the attention of your potential attendees. Offering your price, but no value in those precious seconds will make the decision NOT TO ATTEND easy. Only very few people will actually invest the time to look at the description of your workshop and then make a decision.
The only ticket sales you will make on your Eventbrite registration page is if they are already sold on your event before they got to the page.
Using a Eventbrite registration page will hurt your introductory workshop attendance. Keep control of your sales process and use your own website. It is a little more work, but the payoffs are more attendees, more control of your message and your branding. And if you do want to use Eventbrite’s tools, you can always add their ticket form to your website. That way you have the best of both worlds.
Having an effective registration page is one of the keys to filling your workshops and seminars. To learn the all 5 essential keys to filling your workshops and seminars, join me for a special, complimentary webinar.