Event promotion

I recently did a web/conference event on a particular health topic. My view is to help anyone whether they are in my organization or not, so I openly share what I am doing with other lines in the field. In this event I have a question and answer period and also give anyone my email address who wants to have a follow up conversation or needs further information. I had multiple of these from this past event, and one example from another organization instigated this blog post.

I had a back and forth conversation with a woman who will undoubtedly order the products she needs...she didn't even know the name of our company prior to this event! Here is the email she responded to:

"If you have an interest in good health, have concerns about your health or that of a loved one, or know anyone who wants to be healthier, this call is for you. Todd Burrier is an expert in the health field! He will tell you what works, especially with autoimmune issues, he will tell you what natural products to take, how much, etc.
The call/webinar is tomorrow morning at 10am central time-details below. This is short notice however the info to be presented will be worth your time investment. And there is no obligation!Take a moment to forward this to everyone you know who has an interest in health. They will thank you!

Then below this was listed the basic announcement that had gone out with all the details. This is an excellent example of how to promote an event through email (of course phone and email combined are the absolute best). The proof is that the woman I then had contact with was several email layers away from the original sender (she doesn't know the original sender).

Why is this a great example?
1. It was promoted as an event that carried valuable information in general...not just about someone's products.
2. The speaker was promoted as someone they should definitely listen to (eliminates the messengers need for credibility in the subject area).
3. It was stressed that this would be worth the time investment.
4. No obligation...come just for the info if you'd like.
5. Touched on benefits to the person who might dial in.
6. Had urgency...but not hype.
7. Suggested this would be good to pass on to others.
8. Because it was sent in the first place!

Any event that is being done in your company (or by your line of sponsorship) should be promoted as much as you possibly can. These are fantastic leverage opportunities for your time and for growing belief and education. Events create a feeling of self-evidency that allows someone to quickly understand how real your business and products are. You might have spoken to them four times and given them materials and they are still waffling, and then they listen to a conference call or a webinar or come to an in-home and say"Why didn't you tell me this before?" Of course you did, but the venue created a whole new experience in reality for the person.

Here's the moral of the story: Be at or on every event you can...prioritize them, and then invite like crazy! Most won't show up...but so what? Some will and that's what matters...plus just inviting people to an event opens doors even if they don't show.