How to Fill Your Events with the Right Audience

When you fill your events – both online and offline – with the right audience, it feels like magic! However, when you have people attending your events that aren’t a “match”, that don’t resonate with you and your content, it can seem like everything just feels off.

Of course, you want to attract people to your workshop, seminar or retreat who want what they’ll be getting (in terms of content). In order words, you want to be sure that you won’t be delivering valuable content to the wrong people! I doesn’t matter how good your content is, if the content and your audience don’t match!

So here’s a 3-part strategy that can help ensure that the right people attend your events:

  1. A Clear Title: Be sure that your title – or subtitle – clarifies who should attend your event. “How to Make Money in Your Business”, for example, would be way to vague. “How Yoga Instructors Can Make More Money” is a specific title. In my case, I host The Italy Retreat for Women Business Leaders and Entrepreneurs. The title states exactly who the event is designed for.
  2. Dig-deeper Description: The description that follows your title should dig deeper in terms of clarifying who should attend. For example, I follow the title, The Italy Retreat for Women Business Leaders and Entrepreneurs, with a description that states that the event is for women entrepreneurs who wish to lead and inspire their audiences in a bigger way. Clearly this retreat is not an event for start-ups, right?
  3. Benefit Bullets: Listing how your participants will benefit by attending your event, should be placed on your sales pages somewhere after your description. (I like to keep this lists towards the top of the page.) Bullets are easy to scan and should specifically state what attendees will learn – what they’ll take away – by attending your event.
  4. Optional Part 4: Yep, a fourth piece to the 3-part strategy. It’s an optional one, but I think it’s really important, and that’s video. By adding video to your event marketing plan, you’re including a medium that allows people to get to know you better so that they can decide whether or not they resonate with you and your message. It’s important that people can decide for themselves – they can select you and your content, or deselect you and your content. Either way, it’s best for you and them because you end up with just the right people – the right audience/content match – for your event.

This simple, but very effective, 3-part or 4-part strategy for marketing your events is a framework that can be used for both online and offline events. Whether you’re conducting a teleseminar or a multiple-day retreat, the same tried and true strategy applies.

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You’re Not Dituling Your Purpose, Are You?

Your purpose. Now that’s a phrase that is thrown around a lot today, and that (unfortunately) creates a problem.

The more often we’re exposed to virtually anything repeatedly, the more its impact on us is diluted. In fact, brain research shows that over-exposure to things that initially pleased you, surprised you or sparked your curiosity, causes you to feel less enthused or excited about that thing. For example, over-playing a favorite song can make you never want to hear it again, right?

Well, the sames applies to words or phrases, and that’s what’s happened to the words “your purpose”. We’ve heard the expression used so often that it’s become diluted. And what a shame! Because realizing and (as I like to say) tapping into your purpose is hugely, amazingly, incredibly important both for you and for those you serve. Once you are rooted in your purpose, you have the ability to lead and inspire others in a much bigger way!

But here’s the thing. For many of us, our purpose does not seek us out. It would be nice if it did, but for most of us, sitting around and waiting for our purpose to appear is an endless wait.

The surer way to finding your purpose is to be continually moving forward – perpetual motion, so to speak – always learning, growing, seeking and sharing. And if you’re anything like me (and thousands of other people!) it’s while you are learning, growing, seeking and sharing that your purpose begins to appear. Not a sudden grand entrance, perhaps, but more like a gradual, sure feeling that you’re on the right track – and when you are, that feeling grows stronger and stronger over time.

My purpose, I now know (after a long, long road of discovery) is to help people create products, programs and events that inspire others in a deeper way. That’s why I host a retreat for women business leaders and entrepreneurs in Tuscany. It’s a magical setting, combined with inspirational curriculum, that helps high-motivated women tap more deeply into their purpose, and to become an even greater inspiration for those who follow them. It’s powerful stuff.

So if your purpose is eluding you, stay the course of discovery. You’ll see glimpses of where you should be steering as you move forward, but the key is to keep moving forward – keep learning, growing, seeking and sharing – and watch your purpose become clearer and brighter. Love that!

By the way, if you’re interested in joining a group of highly motivated, heart-centered women pursuing their true purpose in Tuscany, Italy! Jump on board the Italy Retreat for Women Business Leaders and Entrepreneurs. There are just a few slots left, and one of them could be yours! It’s not just a retreat, it’s a movement and we’d love to have you along. Click here.

2 Big Mistakes to Avoid Making with Your Videos, Newsletters or Blog

Actually, the title of this video tip should really be ” 2 big mistakes to avoid making in your videos, blog, newsletter or any other modality you use to communicate with your target market”! The truth is that the vast majority of people make these 2 mistakes all the time!

Mistake Number 1: No Schedule

Ever sign up for a free newsletter – get one or two installments – then stop receiving it for several weeks? When the newsletter finally appears again, you suddenly receive several installments in one week – all promoting the sender’s new product, program or service. Ugh! That’s a terrible practice!

Too many people create a video, write a blog post or send a newsletter only when they can “fit it in”, when they feel like it or when they’re promoting something, and that means sporadic communication with their audience. That’s a huge mistake! Setting up a schedule for your communication “vehicle”  – i.e. video, blog, newsletter, podcast, etc. – is essential to building trust and rapport with your audience.

Mistake Number 2: No Structure

Too many people make the mistake of not considering the structure of the content that they share with their audience. Without a clear “framework” your content can be confusing.

Are you sharing tips, stories, interviews or step-by-step strategies? What newsletter layout makes the best sense for your content? What length video clips work best for you? What day of the week are you sending out your communications?

Creating a consistent structure for your communications provides familiarity for your audience – and that means (once again) that you’re building trust and rapport. Besides trust and rapport, there’s another important reason for setting a schedule and developing a structure for your communications – it makes things easier for you!

When you have a communication schedule and a consistent structure, you’re not wasting your brain power pondering the “when” and the “how”. The more your audience – your potential customers – can relate to you and rely on you, the more likely they will become your clients – and your raving fans!

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Online Video Marketing in 3 Easy Steps

One of the best ways for you to expand your presence online is by using video. Period.

Plus, video is not going away! In fact, statistics show that video is continuing to grow – extremely fast – as an online search tool. That reason alone should have you grabbing your video camera and getting started. The truth is that if you don’t, you’ll soon be left behind by those who are using video in their online marketing.

Here’s the thing … If you think that it’s too technical or too complicated, that’s just not true today. Creating, editing and uploading video has NEVER been easier than right now!

Here are the 3 EASY video marketing steps that I teach my students in my course called the 3 Step Video Marketing Blueprint.

  1. The Stuff: You need a video camera and a computer. That’s it. And I’m pretty sure you have both already. If you have a relatively new smart phone, such as an iPhone, Blackberry or Android, your phone has the capability to shoot high quality video! From there it’s just a matter of loading the video to onto your computer (search online to find out how), then uploading your video to Youtube. Done.
  2. Your Video Style: Practice making videos. Then practice some more. As you do, you’ll begin to develop your own video “style”. Maybe it’s direct to camera, maybe you like adding lots of graphics or maybe you prefer to be at your computer, turning slideshows into videos. Just practice, practice, practice!
  3. Your Video Strategy: Most people mess up on this step. They put a couple of videos up on a Youtube channel and then sit back and wait for people to watch them. (They’re often crushed when no one does!) You MUST employ strategy when using video marketing. What’s the purpose of your video? What do you want viewers to do as a result of watching? What action to you want them to take? The more you employ strategy, the greater your results will be.

So there you have it … those are the 3 steps I use in my own video marketing CONSISTENTLY! Get comfy with your equipment and software, develop your video style and get out there with a consistent, effective video strategy!

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A Burrito, A Parking Lot and DLO

A constant challenge for expert entrepreneurs is turning ideas into income. Oh sure, we have plenty of ideas. That’s not the problem. The problem is focusing on one idea at a time, and actually transforming that idea into a money-maker.

If you already receive my weekly ezine, you know that I’m crazy about analogies, metaphors and visuals – those handy tools that provide mental anchors that help us process new information and remember it better later. Not only that, mental anchors can provide a framework for our goals. Another way to put it is that when you’ve set an intention to make something happen, mental anchors can help keep you on track.

So how can a burrito, a parking lot and DLO help you turn ideas into income this year? By providing a simple framework so you can sort through the million distractions in your mind (that might not be much of an exaggeration, right?), zero in on one product, program or service that you can monetize, and clarify what you’ll need to do to make that one thing happen.

This simple exercise is something I do on a regular basis to turn ideas into tangible, money-making products.

  1. Fold a piece of paper like a burrito (if you’re not sure what that means, watch the video.)
  2. Write these headings at the top of each of the 3 columns on the paper: Parking Lot, One Thing, DLO
  3. In the Parking Lot Column list all the project, product and program ideas that are spinning around in your mind.
  4. Write ONE of those ideas in the One Thing column. (There’s actually an exercise to help select which idea you should focus on now, but that’s another blog post.)
  5. In the 3rd column, list all the things you must do, learn or outsource (DLO) in order to turn that thing – that idea for a product, program or service – into a reality.

That’s it! If you’re like me and you need to see a visual example, be sure to watch the video. Sometimes the simplest of strategies are the most effective to keep you moving ahead and focused on your big successes coming up in 2012!

Oh … and be sure to comment or post a question below!

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Your Marketing and My Mom’s Quilt

(Be sure to leave your comment or question below!)

My mom and dad were recently visiting (love that!) and my mom has been working on a beautiful scrap quilt for us made with a diamond pattern. (Yes, she does the quilting by hand!) As Mom and I were crawling around the floor arranging diamonds (fun!) I learned several “quilt lessons” that apply to your marketing!

I know it sounds a bit crazy, but it’s true. There are 3 very important lessons – straight from my mom’s quilting project – that you can use in your marketing plan right now.

You see, too many people are making these 3 mistakes:

  • MISTAKE #1: NO consistent “pattern” to their marketing campaigns. Most people are haphazard in the marketing approach, They write a blog post today, send out an ezine next month and spuratically post in social media sites – no consistency, of course, equals no strong results.
  • QUILT LESSON: Create “quilt pattern” consistency in your marketing. That means perpetually using certain vehicles for sharing free content with your audience – blog posts, videos, podcasts, teleseminars, webinars, articles, Facebook posts, LinkedIn discussions, etc. etc., etc. (Watch the video for more info)
  • MISTAKE #2: No “zinger” in their marketing plan. People frequently promote their products, programs and events, but they don’t take the time to campaign them.
  • QUILT LESSON: Campaigns are a series of value-based communications that you send out to your audience. They should be used periodically (like a quilt “zinger”) to garner attention and to “teach” your followers about your products.
  • MISTAKE #3: Outsourcing their expertise. Many people have gotten carried away with outsourcing to the point that they’re actually paying others to create their “expert” content!
  • QUILT LESSON: Cut your own quilt shapes and they will all be consistent, and your finished quilt will “line up” right. The same holds true when you share free content to campaign yourself as an expert! It’s super important – in fact, crucial – that you’re the one creating that content. (Watch the video for more insight on this point.)