If you want to instantly create authority status and compel your prospects to act then it’s time to go live and offline.
For building trust and authority there’s nothing quite as powerful as getting in front of a group of people and teaching them something beneficial.
Guess what, professor? That’s why folks subscribe and stay subscribed to your email list… so they can learn something they can use when buying or selling their home. Give ‘em what they want and further cement your super-duper real estate authority status by inviting them to a live class or workshop.
This strategy works like a beauty. In fact, when you stand in front of a group of people that have come together to listen to you, you have instant credibility. Picture this from the mind of an audience member… they look around and see an audience sitting there, just like they are, hanging on your words. Cool!
Your audience now views you as their trusted advisor, their teacher, guide and subject expert.
Your workshop also turns your marketing into an event. Events, by their very nature, create buzz and attention. They also give you a reason to communicate with your mailing list more often because you “need” to notify them of the deadline for registration and countdown to the event itself.
Now, I wouldn’t be a Guerrilla Marketer if I didn’t mention the psychological triggers that conducting your own event leverages. Namely scarcity and urgency. The countdown and registration deadline lend themselves to creating urgency to act. Having limited seating and exclusive information that only attendees will be privy to go a long way towards establishing scarcity and make your event more desirable.
Of course, all this goes a long way towards building buzz for yourself, your event and your brand. Heck, even if there is no buzz you can use the event to create the “appearance” of buzz. Marketing is about managing perceptions so if folks perceive you and your workshop to be a big deal then, well, it is a big deal.
Now, the folks that show up to your event… they’re a big deal. A live event is a great way to filter your mailing list and find out who your hottest and most attractive prospects are. Typically, those that take the step to meet you in person are those that are most interested in what you have to say and are already at a level of trust with you. A good place to be.
Obviously, these are folks you want to follow up with more aggressively or, better yet, give them a call to action when you’re at the front of the room.
For example, let them know you only work with a few clients at a time and that right now there are only 3 spots available and you’re just not sure when the next time is that you’ll be able to take on more. They’d better hire you now so that you can go to work for them and provide home selling results.
Now, as much as I promote email marketing there comes a time when you’ve got to up the “intimacy” with your list. Get closer, face-to-face, and introduce yourself on a personal level. While a subscriber to your list may be hesitant to meet with you one-on-one, a workshop provides them the type of environment they need to come out and meet you without feeling obligated to doing business.
Here’s the funny thing about that, though… provide awesome content and the will feel obligated to doing business with you. In fact, you’ve just positioned yourself as the obvious choice.
Obviously, there’s a lot to gain by bringing your email subscribers together for a live class or workshop. Give it a go and transform your list of subscribers into a list of clients.
What subjects could you cover in live workshop or event?
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