However, if you then go on to let people know that you will be happy to get the a copy of a GOOD CLEAN audio of the event at a VERY reasonable price, most will NOT try and record it on the SLY.

What is the right price?

I would say about 10% of what they paid to attend the event. If you price a good audio recording at that price, most people will think it’s worth it to pay for a GOOD quality recording.

Do it this way and you’ll have very few people who WANT the recordings who wont’ BUY them!

I suggest you do it either at lunch or right after you finish for the day.

Make it a NON mandatory session and make sure that your speaker KNOWS that you are going to promote it this way.

How do you get people to come?

Let the speaker (who should be there before the session – preferably well before) do a short commercial about what he/she is going to do at this special session. Let them tell the folks what they will learn and give them the BENEFITS of attending.

This is a good place to have someone who is a strong closer for products do their thing. As long as they deliver some good, solid, content, people won’t be offended with a strong pitch at the end.

AND, since it is a SPECIAL session that was meant for those who WANTED to come, your attendees can’t really BITCH about a PITCH!

The first thing to remember is you are in a MARGIN business when you do high priced seminars. You’re not trying to get 100 people at your event (although that would be NICE), you’re trying to get a small number of people to make the decision to attend your event.

Start with a good looking website. Take a look at my site, www.FredInfoBootcamp.com. It looks good and has some of the essential elements of any site that is attempting to get you to spend big bucks to attend an event. At this site (and pull it up now while you’re reading this) you’ll see a couple of elements that are crucially important. First, you’ll want to have as many video testimonials as possible. The more the better! Make sure that you ask the right questions to help make this work.

High priced seminars may also mean that you have to get on the phone to “close” people who are interested in attending. What I do is to offer people 90 minutes of consulting time. I do this with a site called www.ConsultWithFred.com. Notice that I do NOT offer people consulting for FREE. Instead, I am happy to consult with someone for 90 minutes for $500 and give them everything I know to help them.

After they do the consulting session, I then let them know (and even in advance of the call if they ask) that they can apply the $500 of consulting towards the price of the Fred Info Bootcamp. I suggest you follow my lead exactly as I do it. I think that you too should have a site that allows for YOU to consult with folks. Get paid to give people some consulting time. The give them credit for those dollars at the high priced seminar you are doing.

This will weed out those who are real from those who aren’t. High priced seminars can bring in a bunch of money and some very good clients for consulting and coaching work.

I recommend that you do them regardless of the field you’re in. Now get started!!

Most seminars are boring and teach you very little. In order to get people to shell out a lot of cash you have to be giving them some real value. When I do my fred info bootcamps, I give people a full week of education on how they can create and market their own info products.

The reason why it’s possible for me to charge what I do for this event is that people leave with a FINISHED product and a system to market it. The other reason why prices can be set fairly high is that it’s a small group and I put people up in my house in Las Vegas. This has a strong appeal and will make it easier to get people to part with their cash.

You also have to be willing to truly do the best for your attendees. People will want to hear from people who have been to your event. This is were video testimonials are really helpful. The ones that I have on the site that promotes this event are incredibly effective. I suggest you take a look at them to see why they are so powerful.

Your seminar attendees can smell if you’re merely out to take their money. OR, if you’re truly interested in helping people. Very few people can effectively fake it. Don’t be one of them!

A few reasons why this is so crucial:

First, you don’t want them to ask for their money back. Second, you want them to buy a lot of product from you. Third, you want them to come back to future events. Finally, you want them to buy your consulting services.

If you blow it at the seminar itself, you’ll lose on all four of these points. When people come to your events, they expect a minimum of two things. First, they want someone who is a good presenter. Second, they

want someone who will give them lots of usable and relevant content. These two are equally important; one without the other is a failure. If you’re weak in either of these areas, get some help. If you need a refer- ral in either the content or presentation skill area, contact us.

Being good is not enough; you must be great!

Many seminar promoters do only the minimum to fulfill their contractual obligations to their attendees and customers. I suggest you significantly exceed the expectations of your audience. Do more than they expect. Doing things this way will increase product sales and increase your enrollment at future events.

Giving you a complete list of specific things that go into making a great seminar and presentation would occupy another book this size. The best advice I can give you in a small space is to concentrate on those things you can do that impress the heck out of people but cost you very little “out-of-pocket” dollars.

The rest of this chapter offers some things to keep in mind when you present your seminar to make sure you do it right!

Your Look

I have a trademark speaking wardrobe. I always wear my famous Coogi sweaters when I present. These are these very bright and color- ful sweaters that I got turned on to in Australia. These work best for me. They fit my personality and my results are always good when I’m wearing them.

Find out what works for you. Note what you’re wearing each time you present and tabulate the results. See what you tend to sell best in. Whatever works best, wear that outfit all the time.

You may find that your most effective wardrobe varies with your target audience. Some kinds of attendees may respond better to a suit- and-tie look while others will buy like mad when you wear jeans and a humorous T-shirt. Within the bounds of good taste, you should experiment and keep track.

Once you find something that works well, don’t mess with success.

Psych Yourself Up

When you are giving a seminar, you are “on stage” for a good part of the day. As you know if you’ve done any seminars (and as you’ll soon find out if you haven’t), there is a combination of exhilaration and exhaustion that occurs in conjunction with such performance. To be at your best, you probably need to “psych yourself up” to get into performance and selling mode before you start your seminar.

There are many ways of doing this. Only you can figure out what works for you. Some people use affirmations, others use meditation, still others use physical exercise. Whatever you use, make sure and put yourself into the right mental state before you start or your prod- ucts sales will suffer.

Be Physically Fit

Giving a seminar is hard work. It can be fun and exhilarating, but there’s no doubt it is physically draining. It’s important that you come into your seminar room in as good physical condition as you can get. This doesn’t mean you have to be some kind of fitness nut or spend hours every day working out in a gym. (If you’re inclined to do those things, of course, they won’t hurt you!)

The night before your seminar, you should consider following a few simple rules that many seminar leaders have discovered over the decades this business has existed.

• First, eat a light but satisfying dinner, as early as you can. Many seminar leaders report that avoiding red meat the night before a presentation helps them feel more energy in the morning. You might experiment with that. Note that this might require you to arrive in your seminar city a day early rather than simply the night before, so that you can get a meal before too late at night, local time.
• Second, get a normal amount of sleep the night before the semi- nar. It’s important to be well-rested, but if you, for example, arrive at your site city exhausted and then sleep two or three hours longer than you are accustomed to sleeping, you might find that works against you.
• Third, avoid sugary or starchy breakfast foods. Fruit plates, egg- and-meat plates (in moderation) or grain and cereal-based foods are a better regimen than donuts, pastries, and waffles.
• Finally, if you are traveling to present your seminar, call your significant other before you go to the seminar room, assuming time zones allow that. This will both provide you encouragement and remove or reduce the likelihood that you’ll be dwelling on home concerns when you should be focusing on the room and your attendees.
• Another technique that helps me greatly in dealing with the stress of staging an event — or even just being in this business! — is meditation. It’s definitely worth you experimenting with it to see how it works for you.

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