How To Market Your Events

Use this tried, tested, and proven 6 step system to fill your events with customers.
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  • Lectures 40
  • Length 3.5 hours
  • Skill Level All Levels
  • Languages English
  • Includes Lifetime access
    30 day money back guarantee!
    Available on iOS and Android
    Certificate of Completion
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About This Course

Published 3/2015 English

Course Description

How To Market Your Events

Use this proven 6 step process to get people paying to attend your courses, seminars or Workshops

Being able to market your own courses, workshops and seminars is essential if you are a trainer, presenter or even a business owner. Not only can you make substantial profits but also use the event to promote other things to your audience such as coaching, products or even in-house training workshops.

Simply put, if you know how to get people booking on your event, you can make money. In fact, you don't even need to do the training yourself if you prefer not to.

If you have tried filling courses before, perhaps you have found it a challenge to get enough bookings or even had to cancel an event because there were not enough people attending.

In this ideas-packed course, you will discover exactly what you need to do to so that you can fill your training courses with paid attendees without wasting money on marketing that doesn't work.

Learn a Proven 6 Step System to Get People Booking On Your Public Training Courses

  • How to plan what you want from your course
  • Discover how much money you will make from each course you run
  • Find out how to create the right title for your course
  • The easy way to get free or low cost bookings
  • How to use direct mail to fill places
  • Discover how to use back end selling for even more profit

If you are a business owner, trainer, coach or presenter you will know how beneficial it can be to share your knowledge to a paying audience. Not only do you get the pleasure of knowing that you have helped others to be more successful in their job, business or life but also you can make healthy profits too.

In the past you may have been tempted to run courses for others because you are just not sure how to fill an event yourself. This may have seemed ideal but you will have been doing most of the work for the least amount of money.

Contents and Overview

This training course with 40 easy to follow lectures and 6 quizzes will change all of that. Using my tried, tested and proven 6 step process, real life examples and downloadable templates, you will discover exactly what you need to do to be successful at filling your next workshop, seminar or course with paying customers.

Upon completion of this course, you will have all the tools and strategies you need to start marketing your own events, so that you can make money from each one you run.

What are the requirements?

  • Have a desire to run a course, seminar or workshop
  • Be prepared to present an event yourself or pay someone else to
  • Want to make money from running events

What am I going to get from this course?

  • Market your own events and fill them with paying customers.
  • Promote and fill other people's seminars, courses or workshops.
  • Understand the pitfalls to avoid when marketing your event
  • Promote your events using free or low cost marketing strategies
  • Know what your event is likely to cost to run and most importantly, how much profit you will make.
  • Write effective direct mail to fill your events
  • Understand how to create additional products or services to sell to your existing audience. This will massively increase your profit.

Who is the target audience?

  • This marketing course is ideally suited to trainers, coaches or business owners that want to run a seminar, course or workshop but are not sure how to get paid bookings.
  • This marketing course is also perfect for entrepreneurs who wish to make money and want to fill an event and pay someone else to present it.
  • Anyone who wants to know how to get 'bums on seats' for their event

What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.


Section 1: What you will learn on this ideas-packed course

Learn what is covered in this course and the six step system for filling your event with paying customers.

Section 2: What outcome do you want to achieve from running your event?

It's very easy to spend money trying to promote a course, seminar or workshop without planning properly first. This will inevitably result in you losing money and not filling your event.

You need to know:

  1. How are you going to make money? From selling at the front end?
  2. From selling at the backend? or both?
  3. Who specifically do you want to attend your event?
  4. What will that person specifically achieve from attending
  5. How many of those people in the catchment area are there?

In this lecture will look at what you want to achieve and have provided a planning template for you to download.


You want to be able to get the best results from your marketing. In order to achieve this, you need to know specifically whom you want to attend your event and where they hang out. When you know that, it is there that you place your marketing. In this lecture we will explore this in detail.

To help you further, we have also provided another planning template for your to download.

Your audience
10 questions
Section 3: How much money can you make from running an event? Let's look at the figures

In order to make sure your event is profitable, you need to consider what you will charge per person that attends, what you will sell at the backend and what your costs will be, including the cost of marketing.

You also need to know how much it costs to get a person to book and how many people you need to break even.

In this lecture, you will discover how you could make several thousand Dollars per day, and using the downloadable spread sheet, plug in the figures for your event. You will also see how to find your breakeven number.

Making money from your event
10 questions
Section 4: What to call your event so that it attracts people to book places

The way your course is described can make a huge difference to the number of bookings you receive. In this lecture you will learn how to create a number of compelling titles for your event. There is also a downloadable template to help you.

What will you call your course?
6 questions
Section 5: How to get free or very low cost bookings for your event

You will learn how you can have a platform to promote your event at no cost

1 page

This template will help you to identify the best places where you can speak


You will discover how to hire freelancers on Odesk that can create a website to promote you.


Here you will learn what you need to do so that you can get booked to speak at other people's events.

1 page

Use this document as a template for creating your own speaker profile


Here you will learn a step by step process for turning your free talk into bookings for your paid for course, seminar or workshop.

1 page

Use this template to create your own introducer that can be used at your talk to introduce you

1 page

Use this PDF as a template for your own exit form. This will be read at the end of your talk.

1 page

This is an example of a feedback form that you can adapt and use after you speak to capture your audiences interest and details.


It is essential to follow up with those people that have expressed an interest in your event on their feedback forms. In this audio, you will hear a role play of that follow up call and can download the script to adapt for your talks.


In this video we go back over the action steps that we have covered so far for speaking at other peoples events


This lecture will show you a strategy for using social media such as Linked in or Facebook to attract potential attendees for your event


In this video, you will learn how you can use the skills of people on Fiverr to create graphics for you. With the cost as low as $5 this is a very useful resource.


In order to create a lead generation website you need a specific strategy and a client magnet such as an e-book. In this lecture, we explore you both and have included one of our own e-books as a download next.

14 pages

Here is a downloadable version of our e-book for you to use as a basis to create yours


In this lecture, you will learn how to automate your website, automatically deliver your e-book, build an opted in mailing list and follow up your enquiries with an autoresponder. Everything is fully automated.

We will discuss, Get Response, AWeber and MailChimp


In this video, Keith will take you step by step through the accompanying flowchart so that you can see exactly how everything fits together


Someone else's customer could also be yours. If you can find that person whose list of customers would be perfect for your event, then you could do a joint venture with them. In this lecture, we explain how that works.


In this lecture, you will learn exactly what to say to convert phone enquiries about your event into paid bookings. There is also a audio roleplay and script.


Hear how a telephone enquiry is handled and turned into a booking for an event in this audio role play. There is also a downloadable version of the script as a Microsoft Word file so that you can adapt it for your use.

Obtaining free or low cost bookings
10 questions
Section 6: How to use direct mail to fill places on your event

Direct mail is a great way to fill your course, seminar or workshop. It allows you to specifically target exactly whom you want to book onto your event and monitor the cost of buying a customer! In this video, you will get an overview of the steps required to make your direct mail a success.


You already have a list of 48 titles or headlines that you created earlier. In this lecture, we will show you how you can use split testing to discover which of those headlines will be best to use.


You have already identified the pain, problem or challenge that your potential customer may have. In this lecture, you will learn how to word that and incorporate it into your mailing.


When you have identified the pain in your mailing letter - the next part is to provide the solution that attending your event will deliver. In this lecture, you will discover how to break the letter up with subheadlines and position the benfits that you can offer.

You can download a copy of the mailing example so far.


In this lecture, we will look at your profile as the course presenter.


People worry that if they attend your event it may not be useful to them and they will have wasted their money. There are two ways to overcome this.

  1. Social proof with testimonials
  2. Offer a money back guarantee

In this lecture we will explore these in detail.


You can write a great mailing letter and people will not always respond immediately. If they leave it too long to respond, life will get in the way and they will forget about your letter. The solution is to dangle a very big carrot which they get if they respond quickly.

In this lecture, you will discover how that works. You can also download the rest of the example mailing that we have been working on.


This video features the interview Keith did with direct mail expert Kristina Mills. They discuss in the interview what makes direct mail successful.

Action points from this section of the training course
10 questions

How much do you about writing direct mail to fill your events? Try this quick quiz - the answers are all in the last section.<br>

Section 7: How to sell at the backend and make even more profit

This first lecture will give you an overview of the whole training programme and explain what you will learn in this powerful 6 step process for filling events with paying customers.


In this lecture, you will discover different services that you can offer to your existing audience


In this lecture you will get a summary of the key points that have been covered in the course. As we have also been talking about many different useful websites, there is a list of them which you can download.

Selling at the backend
10 questions
Section 8: BONUS VIDEO - Keith's talk recorded at a live event

One of the strategies you looked at in this course was speaking at other people's events so that, using the feedback forms, you can fill your paid event. In this video you can see one of Keith's talks to a group of about 80 small business owners in Australia. The talk has been split into 3 sections and this is section 1 of 3


One of the strategies you looked at in this course was speaking at other people's events so that, using the feedback forms, you can fill your paid event. In this video you can see one of Keith's talks to a group of about 80 small business owners in Australia. The talk has been split into 3 sections and this is section 2 of 3


One of the strategies you looked at in this course was speaking at other people's events so that, using the feedback forms, you can fill your paid event. In this video you can see one of Keith's talks to a group of about 80 small business owners in Australia. The talk has been split into 3 sections and this is section 3 of 3

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Instructor Biography

Keith Banfield, Marketing Expert, Course presenter and Professional speaker

Keith Banfield is an international professional speaker and director of two companies. He has promoted and run hundreds of courses and workshops and trained people from many large companies including, NEC, Motorola, Furniture Village, Sharp Electronics, Diversey Lever, Resi Mortgage, First National Real Estate as well as many smaller businesses.

His skill is in being able to take what other make complex and simplify it so that it is easy to understand, use and get results from.

Keith is the co founder of the Profit Mechanics system and currently lives in Australia where he continues to speak at events, run courses and create products.

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