Marketing Your Workshop: What Are The Benefits Of Attending Your Event?

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When you are ready to plan your event, the question I always get is “How do I get people to come to my event?”  It is simple, really: if you want to get your customers and prospects to your event, you need to convince them of the benefits of going. Your clients invest their time and money to attend your event and want to make sure that it is worth their while.  Especially when you target people from out of your immediate area, there are additional costs associated with coming to your event; airfare, hotel, meals, etc.  You have to position your workshop, boot camp or event so that it is clear to your audience that your event is a “can’t miss” experience and exactly why they have to attend.

As you create your event vision, you also should be thinking of what you want the outcome to be for your attendees.  What is it that you teach that will transform their lives, their businesses, their relationships?  You must have a very clear idea of the 3-5 most important benefits for your audience and communicate that over and over in your marketing messages.

Most workshop leaders and event promoters focus on the benefits of their teachings, and rightfully so.  However, there is a hidden benefit to your event and you have to make sure that your audience understands that.  The hidden benefit of attending your event is the connections your audience will make among themselves and the relationships they will build with the other attendees.  Remember, you have an audience of like-minded people and they are all looking for similar transformations.  They may be competitors, but more likely, they are different enough in their offerings and niches that they will benefit from working together.

Play up the relationships that they will create and what that will mean for them and their business.  Frankly it is one of the most prominent reasons I attend events.  I want to meet the people that are there, and connect with like-minded individuals.  What is it that gets you out of your office and to an event? Especially if it is out of state? Please share in the comments below.

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Daphne Bousquet, CMP

Daphne Bousquet, CMP

For more strategies to make your workshops and seminars more profitable, you’ll want to pick up a copy of the free report "Three Simple Secrets To Making 10K In A Day With Small Workshops." Daphne Bousquet uses her 20+ years of event industry experience to create profitable event strategies and marketing for coaches, entrepreneurs, speakers and self employed professionals that want to grow their businesses with workshops and seminars. She is the creator of the Butts In Seats Virtual Boot Camp, a unique digital course that teaches you how to fill your events with your ideal audience.
Daphne Bousquet, CMP
Daphne Bousquet, CMP
Daphne Bousquet, CMP


  1. This was a great post. I do a lot of workshops and I really never thought about the connections being a marketing factor. That is certainly the reason I fly across the country to attend events. So I see that this can be an attraction for large events and also for small workshops too. Thanks for changing my mindset.

    Linette Daniels

    • Daphne Bousquet, CMP says:

      Thanks for commenting Linette. It’s funny, when we attend events, one of the main reasons is the connections and networking, but we tend to forget about it when it is our own event. Glad you enjoyed the post.


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