Many people are down in the dumps about their workshops and seminars. Who wants to come to a workshop in this economy? People are just not spending any money. Bah humbug , I say to that. The fact is people are still attending events, seminars and workshops. I can tell you that there are 10 people just in my Twitter stream who are marketing their events right now, and it looks like they are doing well.
The secret to their success is that they understand what people are looking for in this economy, and they are giving it to them. Here are the first two of four reasons why people attend workshops and seminars and how you can use their needs to market your event:
In this economy, people need an edge. They need the advantage in learning how to do their jobs better, so they are not in the next round of layoffs. They need a leg up in learning how to outperform and how to outmarket the competition if they have their own business. And they will go to seminars to learn how to do that. Take advantage of this need by positioning your workshop as an event that can help them do that.
People will attend events if it teaches them how to make more money or if they can learn how to save money. This is the difference between “hard topics” and “soft topics”. “Hard topics” teach people how to make or save money. Soft topics focus on hobbies, relationships etc. Try to turn your event into a hard topic, even if it doesn’t look at first glance that it is possible. If you are a life coach, can having a clearer life purpose have an impact on your earnings? Can you turn your dog breeding workshop into a dog breeding for profit workshop? How does having life/work balance turn you into a more productive person that can create more income?
What edge is your workshop giving your audience? How can your topic make or save your audience money? Is your topic the solution to the problem that keeps people up at night? Once you are clear on that, you can communicate that in your marketing materials and start getting the butts in the seats of your workshops or seminar. Be sure to check back for the next two reasons why people attend workshops and seminars.