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No.61 - The 3 Killer Questions You Should Ask Yourself Before You Run A Live Event

2018 Nov 22, 2018
Sometimes the excitement of planning your first live event can run away with you.
It’s easy to get caught up with the more creative details; are you going to provide a workbook, what’s the best layout for the room, what are you going to cover in your content, what will your slide deck look like. This stuff’s always fun.
But, before you start to get carried away with the fun stuff, I want you to ask yourself 3 serious questions.

1) Why

‘Why run the event for your Business and Why run the event for your attendees?’

The most successful ones, and ultimately the ones that sell the most tickets, all have one thing in common. They know their Why.
They are super clear on their event goals and objectives. They know before they start, what they’re trying to accomplish.
They have clarity on whether the end-game for their event is to:
  • Generate leads
  • Make sales
  • Increase brand loyalty
Once you’ve defined your goals, focus on them and use them as a guiding light when you’re making any decisions about your event.
Having goals will keep you on target and help you avoid wasting resources. Don’t spend your time or money on anything that isn’t taking you towards achieving your Why.

2) Who

‘Who do you want to attract to your event?’

You will never achieve your Why if you haven’t managed to attract your ideal customer to your events. And you have no chance of attracting them if you haven’t first defined who they are.
I know I go back to this time and time again in everything I teach, but it is fundamental to the success of your business. You must know who your ideal customer avatar is in detail. If you don’t, you will never know if your product or service solves their pain points, you won’t know how to frame your key messages and you won’t know how and where to find them.
What I want for you is that when you kick off your very next event EVERY person in the room is your ideal customer.
Every attendee should be ready and waiting to take their next step with your business and become paying customers and ultimately raving fans.


3) Where’s the money

‘How will your event generate income in your business?’

Before you start to even think about booking your venue, make sure you have a clear plan for how your event is going to generate income in your business.
There are several ways events can earn money.
  • Ticket sales – if you fix your ticket prices right, keep your costs under control and sell enough tickets you can earn money upfront from your event.
  • Up-selling – have a premium offer ready to sell to your audience at the end of your event.
  • Merchandise – Sell your branded products, books, DVDs or other materials.
If your event is more aligned to creating leads and increasing brand loyalty, then maybe generating an immediate income from your events is not on the agenda. This is fine, but make sure you keep any losses at a minimum and that your event achieves its overall goal.
Until next time!


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