You’ve planned a fantastic event. The i’s are dotted, the t’s crossed, and you’re ready to get the word out. However, you now face the number one challenge of every event planner: how to convert potential attendees into ticket-holding customers.
Here are three tips to help you draw in customers and sell out your event:
Create a story
Stories create emotional attachment, and emotional attachment is what triggers action. Think about UNICEF commercials: innocent children are dying, but you can save them. By making you feel both pity and guilt, this story persuades you to call and pledge money to save a child. It’s a simple formula, and you can do the same thing for your event.
Start by boiling your event down to the absolute most important benefits for attendees. Then, think of ways to illustrate these benefits. Don’t just say “[this event] will provide [this benefit],” but think of ways to show the benefit and make the attendee anxious not to miss out on it. What is a problem that the attendee faced before your event? How was that problem solved by attending your event
Always include a call to action
Stories are nice, but if consumers don’t know to act on them, then all of your hard work is wasted. Every marketing communication should include a call to action that is based on a combination of the following elements: benefit (Why should they register now? Because if they sign up in the next week, they could save 20% on the registration fee); urgency (If they don’t register now, the event might sell out); and risk-reduction (If they’re not totally satisfied with the event, you’ll refund their money).
Make event registration easy
Many consumers get all the way to a registration page but then leave without making the purchase. Why? Because the form is too long, the fields are too confusing, they don’t trust the security of the site, or their preferred method of payment isn’t accepted. You can avoid losing many of these customers by simplifying registration as much as possible, so that customers have no time to question their purchase before they hit “submit.”