Although I’ve considerably shrunk the number of events I do, I still consider there to be no substitute for getting people together in a room. Never underestimate the power of holding live events for your customers, clients and patients. You sacrifice a lot when you don’t get them in the same room with you.
Years ago, Gary Halbert held a seminar in Key West, Florida. It was about as easy to get there as hooking up horses to a wagon and taking three days to haul yourself there. I said to Gary, why not have it in Miami? You like Miami. There’s an airport that flies right into Miami. But Gary didn’t budge. He knew the people who were serious about their business would come, no matter where he was at. He knew they were the truly ambitious, the ones most likely to succeed.
Holding events allows you to identify the people you should pay the most attention to. These are the people who are searching for solutions, committed to finding answers and willing to do what it takes to solve their problem. These are the people you should focus on and engage with the most. And they will come to you no matter where you’re at.
At the New A to Z Info-Biz Blueprints event I spilled everything I know about what I’ve discovered over the past 40 years to work as well as what doesn’t work in Information Marketing. The positives and the negatives in boom times and in bad times. The good trends and the evil trends. How to find the right combination to “the vault.” Key factors when considering a market for entry or expansion. Blueprints for everything from product development to presentation of price to lead generation and more. I gave insider information that you won’t find in writing and will be stricken from any audios or videos made.
Rewarding customers, clients and patients with information or other items they won’t get from you any other way, not only makes your customers, clients and patients feel special, it gives them an advantage over others. This will improve your bond with clients and create better retention.
It wasn’t until I attended a Gary Halbert event that I realized I could charge royalties for my copywriting. Until I heard Gary say he charged royalties, it hadn’t occurred to me that I could get them too… despite me being well aware that writers are often paid royalties on other types of work such as books. Events allow people to see firsthand that they can be successful using your methods. This can prove very valuable to them (and to you.)
You also create fraternity and community while facilitating connections. I’m accustomed to hearing stories from members about alliances formed and money made as a result of meeting someone at an event. One year at SuperConference Ed O’Keefe struck up a conversation in the bathroom that was later worth $1.5 million to him. I’d tell you the details, but you kind of had to be there.
For years I’ve attended events just because it allowed me to see friends that are separated from me geographically. It’s much easier and frankly less expensive for me to see everyone by attending an event. Similarly, your customers will form a fraternity too.
You’ll often hear, just as we do, that your clients, customers and patients don’t have time to trek off to a conference, seminar or event. But make no mistake, conducting live events and seminars gives you an enormous advantage over your competition. And it gives those who attend your event an enormous advantage too.