I don't know about you, but I get invited to a lot of things...and I'm not a social person. At all.
Even though I've taken a break from Facebook, all kinds of events show up on my calendar thanks to social promotion (I have to figure out how to disconnect that one of these days). I also get postcards in the mail from friends inviting me to: jewelry parties, skincare parties, kitchen supply parties, and sex toy parties (seriously, that's a thing). Then there's the local networking events. And don't even get me started on the digital events that happen every single day online!
Like I said, I'm not even social and I'm overwhelmed by the amount of events begging for my attention. I can't even imagine what's it's like for a normal person:)
If you aren't getting a nice turnout to your events, don't despair. I'm betting it has nothing to do with you. It's not personal. The real issue boils down to this:
The one thing people want, even more than lots of money is...time.
So when marketing your event, be sure to tell people why they'll kick themselves if they miss it (but perhaps not in those exact words).
The next time you get invited to something, notice what your brain starts to do. If it's anything like - oh I don't know - every single one of us, it immediately begins talking you out of going with objections like:
+ I'll feel out of place because I won't know anyone there
+ I can't afford it
+ It will be cold and dark out and I'd rather stay home where it's warm and cozy
+ I have no-one to go with
+ I've had a busy week and I'm tired
+ Parking will be awful
+ I'm not really sure I'll get anything out of it
+ What will I even wear?
Your job - on the event sales page - is to offer solutions and reassurance for all the objections swimming around in the brains of your potential attendees.
Which brings me to a very important point:
Plan the logistics. Plan the content. Plan to promote it. Plan to invite interested attendees. Plan to sell tickets.
When you promote your event, you're advertising. You're telling lots of people about it. You need to do this. Here's a great resource for that.
The other thing you need to do is invite people. Do this by setting up a simple place where people can go to learn more. And I'm not talking about the boring details like date, time, and place.
Make your event inviting.
There's nothing inviting about telling people who the speaker is and what time it starts.
Prospective attendees need to learn why it would be super dumb NOT to attend. They want to know what they'll get and that you've thoughtfully arranged tiny details like parking, delicious snacks, what to wear, and feeling included.
Your events page is a sales page and sales pages have one goal:
Eliminate objections one by one, by explaining the benefits or results in the simplest terms possible.
I created a video below to take you, step-by-step, through the process of setting up a sales page using the EVENTS BLOCK on your Squarespace site. But that's just one small piece of the event planning pie. Sure, it's important to know how to use the tools on your Squarespace website, but - truth - anyone can use tools.
I want you to think beyond the tools. Instead, make it your goal to give your page some compelling uumph! by remembering these...
IMPORTANT EVENT SALES PAGE DO'S:
+ Do explain what's in it for them
+ Do overcome objections people will invariably have
+ Do offer simple solutions to the logistical issues of attending
+ Do introduce yourself
+ Do share nice things clients or past attendees have said about you
+ Do have clear instructions for what to do next
+ Do remember that people value their time more than money
The last part of today's event planning lesson is...
TELL THEM EXACTLY WHAT BUTTON TO PUSH TO PURCHASE A TICKET RIGHT NOW.
Do not make people try to figure things out. In this day and age, everyone suffers from decision fatigue. I've ditched the purchasing process on tickets before because it felt cumbersome and confusing.
Feel free to sell your tickets using Eventbrite, Paypal, Squarespace commerce, or whatever you choose. Just be sure it's simple and remember to tell people exactly what to do next.
I hope today's post helps you optimize your Squarespace website to fill the seats at your next class, workshop, retreat, or presentation. If you have questions or want to chat some more about this topic, stick around in the comments after the video!