A long but profitable day

I’m sitting at O’hare anxiously waiting to fly home and wanted to send you a quick email.

Yesterday, I shot video from 10:30 am to 6:30 am. If you’ve ever done that, you know how exhausting it is. Of course, it was made easier by a super-professional crew and a dedicated team of hardworking people.

In the subject line of this email, I said it was a “profitable” day but you know what? I didn’t sell anything and the videos we recorded didn’t sell anything – so how could have it been profitable?

There are three parts to the “online event success triangle.” The first leg is getting people to register for your event. The second leg is getting people to show up for your event. And the third leg is the actual event itself and the presentation you do.

Most people only focus on the first two legs. They are obsessed with getting people to “opt-in” and get excited if that number is high. However, that excitement turns to disappointment when the majority of people who signed up don’t show up for the event.

To have a successful online event, you MUST have a strategy for getting people who register to actually show up.

One of the keys to doing this is to keep them engaged from the time they register until the event. One of the ways to do that is with pre-event videos – just like the ones we shot yesterday.

These videos should accomplish a number of things but one of the most important is to increase the excitement for the event.

Think of it as a rock concert. You buy tickets to go see your favorite performer and as the date for the concert gets closer so does your anticipation and excitement.

Now, while you might not create that much excitement for your online event, it’s imperative that you build anticipation with the registrants before it.

Yesterday was profitable because we focused exclusively on the second leg of the online event success triangle. The next time you do a webinar or livecast, spend more time on that and your sales will soar.

Have a great weekend.

Kick butt, make mucho DEEnero

Dave “Video Killed The Radio Star” Dee