Keys to Hosting a Profitable Live Event

 

“I’ve worked with numerous private clients all over the country. I’ve helped many of them become best-selling authors and taught them to host live events to sell more of their books.” Dr. Fred Jones, the World’s Only Worthologist and a Book Coach.

 

 

 

 

Too often self-published authors fail to monetize their books because they lack knowledge about how to market and sell them.  When they do consider how to spotlight their books, many self-published authors focus on social media. They’re concerned about how many “likes” they have, how many followers they have, how attractive their graphics are. Clearly, these things are important; however, they should not constitute the primary focus of a self-published author.

You must remember that as a self-publisher, you are in business and as a business person, you need to earn a profit.  A self publisher who is not engaged in any revenue-generating activities, is making noise but not going anywhere.

One of the best marketing strategies that self-published authors can employ is to host live events. Research indicates that businesses today spend 24 percent of their budget on live events so, clearly, the strategy has strong support. Among the benefits of hosting a live event featuring your self-published book are the following:

• Live events offer a unique opportunity to engage with your target audience.
• Live events offer business building or enhancement opportunities.
• Live events separate you from the “noise” of the marketplace.
• Live events can help you optimize your brand.

If you want to build a business based on your self-published book, you must learn how to plan and host live events. Following are four keys to hosting a profitable live event.

Four Keys to Hosting a Profitable Live Event

1.     Timing

The timing of your live event is critical to making it profitable. Your first task should be to set a date for the event. Given the number of other tasks that must be completed, I recommend selecting a date that allows 100 days for planning and preparation. During this 100 days preceding the event, you will select and confirm a venue, prepare materials and other resources, run promotions, and implement advertising activities. The 100-day time frame will also allow you to prepare intended audience members and give them time to block out the event on their calendars.

2.     Title

Selection of an attention-grabbing title is essential to the success of your live event. You must be clear about the message you want to send with your title. It should suggest an event that offers worth, value, change and growth. Additionally, the title should let perspective audience members know what they can expect from the event.  Best practice advice regarding the creation of event titles suggests that titles should (a) include impactful words and (b) be short and sweet, snappy, and unique.

It would be wise to use a dictionary or thesaurus to facilitate your word choices. Also, check the availability of the name you are considering to ensure that it has not already been used.

Above all, keep in mind that it is your message and your style that will make the event unique – convey that uniqueness in your title.

3.     Ticket Price

Your live event should not be free! If you offer a free event, people may assume that all you are doing is free. The ticket price you set for your live event should be neither too low, nor too high, yet should reflect the value of your knowledge and your self-published book(s). If you opt for a very low ticket price, your event may not attract top-tiered clients. If, on the other hand, your ticket prices are too high, many, otherwise interested people will be discouraged and not purchase a ticket.

 

It is not easy to identify just the right ticket price.  In order to gain perspective about effective event pricing, you should consider the following recommendations:

• Do some research on events of similar size, length, purpose, etc.
• Discuss pricing with family members, friends, acquaintances.
• Speak with a book coach who has broad experience in hosting live events.

4.     Treasure

Live events are more than pretty lights and fancy banners. People will attend the event, not because your venue is attractive, but because they want your knowledge and expertise. Consequently, it is important to create an intimate event during which your audience can approach you and converse freely with you.

The treasure of your live event is critical; you need to offer treasure. Treasure refers to experiences that facilitate the transformation of your audience. In other words, treasure refers to providing your audience members with something that enriches them – something that they will love and treasure.

In determining the type of treasure to provide at your live event, consider the characteristics, attributes, professions, etc. of your intended audience. Then think about the type of transformation that audience would most appreciate:  rest? refreshment? refinement? greater focus? For example, if you offered a live event for caregivers, event treasure might consist of a massage, a special meal, a relaxation technique or some other personal care service that pampers these selfless individuals. When they leave the event, they would have new ideas, new experiences, a new mindset.  Your treasure would make them say, “Wow!”

Start Hosting Live Events

It doesn’t matter if you do not yet have experience in hosting a live event. All you need is your self-published book and careful planning.

Live events are a way to monetize your book. When you host live events, your audience connects to you on a personal level. People are looking for relationships; they want to connect with someone whom they feel reflects who they are. They can easily buy anyone’s books on Amazon, but they are more likely to buy yours if they feel a connection or relationship to you. Hosting live events enables you to build or strengthen relationships that will work for you for the long term.

If you are looking for a book coach who will teach you about hosting live events and more,

I am interested in working with you. Enroll in Publish Me Now University and let me help you get started.

If you are not yet finished with your book, join my coaching program and let me help you build your book brand.

If you already have a published book, I can help you monetize your book. Join my mastermind class wherein I help self-published authors position their book as a product, find their target audience and more.

If you found this article helpful, share it with a friend. For more updates and information, follow Dr. Fred Jones on the social media accounts.