Sarah Fejfar 0:00
Now, I want to warn you that there is a tendency at this point to skip over establishing a vision. Because there are way sexier things to be doing, like figuring out what guest speakers you're going to invite talk or choosing what goes inside those swag boxes that you're gonna ship to guests.
Sarah Fejfar 0:19
And that's all very exciting. I agree. But stay with me here. It's a process with a defined order, and you need to follow it. If you're going to make your virtual event dream a reality. How are entrepreneurs like us daring bravely to build a stage? Ditch the sweat pants and step up to the mic? How do we create our own transformative offense? So we can get our message out into the world in a bigger way? It's not only profitable, but it's actually something we can be proud of.
Sarah Fejfar 0:54
That's the question. And the answers are inside this podcast. My name is Sarah Fejfar. Welcome to Green Room Central.
Sarah Fejfar 1:02
Well, hey there, welcome to the green room central podcast. I've got something special for you today. Actually, over the next five weeks, every Monday, you're going to receive a series of deep dive trainings, they're part of my five part series called the virtual event lab. It's a challenge. I made it for you.
Sarah Fejfar 1:26
Today, you're going to be listening to part one. Now, I want to preface this by saying I'm going to be referencing a framework in some worksheets for you to complete. If you want to see those resources, or maybe you just prefer that you watch me on video for these deep dive trainings. Then I want you to hop into your members area for free access, just go to greenroom. central.com. To get access, look for the button that says the virtual event lab. All right. So get your notebook and pen ready. Let's dive in.
Sarah Fejfar 2:05
Hey there, it's Sarah Fejfar, the events Expert And welcome. Welcome to the first training in the virtual event Lab. Today, you're gonna get more clear and confident about your irresistible offer using a formula that is proven to get results that you not only make a difference, but a profit, too. So first, you're going to learn to identify why, why are you hosting an event both for your community and for your business.
Sarah Fejfar 2:43
Okay, next, number two, you're going to learn to identify where your virtual event fits into the bigger picture. And then third, you're going to learn the formula for creating an irresistible offer. I've got my fancy note cards out for today's presentation. I'm recording this from greenroom central studios in Portland, Oregon. Alright, so right now, we are at the base of the virtual event planning pyramid. So imagine a pyramid at the bottom, it's making it profitable, we're laying a solid foundation for everything to come. What I want you to know is that I'm excited.
Sarah Fejfar 3:32
I'm excited for you to get started right here inside the virtual event lab with your fellow live vent leaders because there's no better time than right now, to be learning how to host your own virtual event. We've been at virtual events for a couple years now. We've all seen how successful they can be. They are still rocking and Rowling. And it's time if you've been waiting on the side of the pool to jump in. Because your your community needs you to figure this out. They're craving, community connection and content.
Sarah Fejfar 4:08
Now more than ever, they're craving it from someone like you someone that they trust. They want that transformation that only you can provide for them. And I'm sure that you're seeing this too, right. There may may even be asking you, when are you going to host an event. And in your heart you just feel right that it's going to be virtual and not in person. For whatever reason. Maybe it's accessibility. Maybe it's convenience. Maybe it's just where you're at, you don't want to travel right now.
Sarah Fejfar 4:46
Or maybe it's because you've seen how extensive the reach can be with a virtual event and how accessible it is to so many And you just you want to jump on that bandwagon, too. Yeah. By doing the work of putting on a virtual event, and it is work, I'm certainly not going to pretend like it isn't or like, it's easier than putting on an in person event. And yeah, it can be stressful to, if you don't get started on the right foot.
Sarah Fejfar 5:21
So today, we're gonna get started on the right foot, so that you don't wreck your health, getting all stressed out on your plan of path or your path of purpose. I'm a big believer that your health is your greatest asset. And stress plays a huge part there. I also know that learning this curriculum, and getting your hands on these tools will impact how many hours you spend away from your family working hard on this, it's so important because we're all juggling. so darn much. And I want you to do this work of planning your first or your next virtual event in a way that's purposeful, and profitable.
Sarah Fejfar 6:08
Let's not be dilly dallying around and wasting time on stuff that doesn't move the needle. Sound good. Now, I want to warn you that there is a tendency at this point to skip over establishing a vision. Because there are way sexier things to be doing, like figuring out what guest speakers you're going to invite talk or choosing what goes inside those swag boxes that you're going to ship to guests. And that's all very exciting. I agree. But stay with me here. It's a process with a defined order. And you need to follow it if you're going to make your virtual event dream a reality.
Sarah Fejfar 6:48
But maybe, maybe you're struggling with bigger picture stuff. Like will I enjoy the virtual event as much as an in person event. And I think if we dig down deep, you can find many examples of how many virtual events you've gone to in the past couple of years that you yourself have enjoyed and appreciated the event leader for hosting, right? Or maybe you're struggling with questions like will people register? Will it be profitable? Will I have the right equipment and knowledge? Will? Will the tech go down?
Sarah Fejfar 7:31
And all of these concerns, I want to say that you're not alone. Your peers worry about the same things as they make the virtual event happen in their own business, right. And we're going to cover all those things over the next five trainings. But today, we're going to be where our feet are. And that's establishing the vision. Are we cool? Excellent. So here's the deal, y'all, this stuff fires me up. I fell into the role of producing events much like you, I expect, it wasn't in my job description. And then the need arose.
Sarah Fejfar 8:23
So I stepped up. And what I didn't know is that stepping up would add up to over 20 years spent learning the art of producing live events. And I learned through curiosity and questioning and testing and trying and honestly, just rolling my sleeves up and doing the work. And somewhere along the way. I became intensely passionate about excellence in live events. They're my favorite thing to work on. Seriously, it lights me up inside happy. And as I've developed and honed my philosophy, and my methodologies for them, I've learned a lot about what's needed and what's not. And I've done it wrong plenty of times. But here's the thing.
Sarah Fejfar 9:23
I'm a wife, and I'm a mother, and I'm an entrepreneur too. So I understand the struggles of leveling up a business. The unfamiliarity and uncertainty of it all while also trying to keep lots of other plates spinning. I understand the desire to do something new and needing to figure it out quickly. So that's what's you're gonna get over the next five trainings exactly what you need to know to make your virtual event dream a reality and nothing that you don't know I built it from the mindset of being thrown into the role of producing events and needing know exactly what to do and how to do it.
Sarah Fejfar 10:12
And while I have a lot of virtual event experience, over the past 20 years of planning events, the innovation that's come from the entire world, shifting to virtual events over the past couple of years, has been amazing to see huge leaps have been made in such a short time, would you agree? What's awesome, is that I have been obsessively studying the marketplace, since the world shifted to virtual. And even since the world shifted back to in person, and I'm seeing where things are settling out where it feels like it's a right fit to keep virtual in the portfolio, and where it's the right fit to add in person back in. And, in fact, where it's a right fit, to run a hybrid.
Sarah Fejfar 11:17
So I've been collecting up the best practices that are all rising to the top. And I want to plan to share with them with you over these next five trainings, and I'm feeling so very positive, about the possibilities for you, as a virtual live event leader, the playing field really has been leveled by virtual events, there's never been an easier time to get into the game of live events. Yes, it can be expensive to run a virtual event, but it can also be very inexpensive. Attendance is still strong. And we know we can get guests from around the world and more guests than we would have. If we were in person, just because of the accessibility factor.
Sarah Fejfar 12:15
Profits are trending higher, too. So what I want you to know is that virtual is at least 80% The same as in person. It's just a little bit of that tech and touch that is different. And it's super refreshing to hear that and know that because it feels suddenly a little bit more accessible to each of us to host our own virtual events. I think it's a big deep breath. When we hear that, I think that you should know that leaders like you are jumping in, they're seeing success, you know this, you've witnessed it. And now it's your time, you're going to walk away from training one here inside the virtual event lab with answers to some really big questions. And some big work completed. And you're going to know why you want to host an event for you and for your community. You're going to dimension now you're going to know where your event fits into the bigger picture. And most of all, you're going to know the formula for creating an irresistible offer.
Sarah Fejfar 13:30
The training we're going to work through together here called making it profitable will be the foundation that you need to march very confidently towards making your virtual event dream a reality. And not someday way out in the future. I mean now, before we dive in, I want to congratulate you for being here. Being part of the virtual event Lab is a really big deal. The fact that you're here participating in training one is the big deal. Just being in this challenge has the possibility of changing the course of your business. Adding virtual events to your arsenal of tools to run your business is huge. You're in an excellent program for teaching you virtual event creation.
Sarah Fejfar 14:25
Now I want you to do yourself a favor. I want to get Have you get out your journal. Turn off your distractions. Close the door. Download the digital workbook plate page for this training. I want you to prepare to take lots of notes and give yourself a high five because you're here. A lot of people have the dream to grow their business to scale by being the front of the room Gao being the guy leading successful online workshops, hosting energizing virtual retreats and delivering their message in a bigger way, within the container of events, because they know it's an extremely profitable business model. It's a path to scale. But they aren't.
Sarah Fejfar 15:23
Here you are. And I'm here with you today as a result of ongoing training and dedication to excellence in my craft, and I'm glad to see that you're here too. I celebrate you for being here. Grab your pen. And let's go.
Sarah Fejfar 15:42
So let's start with why. Right. Back to this card, I held up for you, at the beginning start with why. And what I like to do is tell people to start with why times two. And the time was two is why are you hosting this for your event for your business? And why are you hosting this event for your community?
Sarah Fejfar 16:08
It's important that we're really grounded at the beginning of the planning of any event in those two truths, because they act like a lighthouse and guide all of the decisions that we will make from here on out. So when you're clear on, why are you hosting this event for your business? Is it to make an offer? Is it to fulfill on a promise made within another program? Is it a lead magnet? What is your WHY for hosting this event? Okay. Gotta get so clear about that. And then I also want you to know why you're hosting it for your community in the sense that, what is the problem that you're solving for them with this event? What transformation are they seek?
Sarah Fejfar 17:08
I think so often, when we are not crystal clear on this piece, it gets very hard to converts prospects into registrants. Because we're not clear on what the outcome is that we have intended for our event guests. We can't properly message that on the event sales page or in the event social media. And that's a problem, then it gets you all stressed out. Because you're wondering, why don't I have more signups yet. And it's this piece right here?
Sarah Fejfar 17:55
That a lot of people, not you. But a lot of people skip, because they want to rush to the sexier stuff. It's totally fun to figure out stuff for a swag box. It's super exciting to reach out and find some awesome guest speakers to speak at our events. But that's not where we're at. Right now, where we're at right now is figuring out our y times two. Okay, so that is that's number one.
Sarah Fejfar 18:31
That's why. So let's go into the second thing we're going to talk about. And that is the bigger picture. It's kind of like we're honing your why's at this point. Because the bigger picture, when we're talking about the second piece, the bigger picture, we're trying to figure out where does this event fits into the bigger picture for your business and for your community. And this is where we start talking about your ideal customer journey and the ascension model that you've built within your business.
Sarah Fejfar 19:14
Because your event is a key piece on that journey. And I want you to be so clear about where it fits and how you're using it. So for example, perhaps you're using a live virtual event as a launch, where you're going to offer your high ticket offer. Perhaps you're using your event as a means to fulfill on a piece of your high ticket offer. Perhaps you sell a digital course for $2,000. And as part of that digital course you're offering a To date virtual event.
Sarah Fejfar 20:04
And so it is one piece fulfillment on your initial offer, but perhaps then it acts as a vehicle for you to make an offer into an even higher level program, perhaps like your mastermind. And so it's essential, that we're figuring out where this virtual event fits on that customer journey. And I want you to picture it like a straight line. And I know it's not going to be a straight line for every one of your clients.
Sarah Fejfar 20:42
But let's talk happy path. And so I'd love for you to draw that straight lining, envision getting them from the left to the right, and take some time to sit and envision where that event fits along that line. And as homework, I would really love for you to spend some time journaling, drawing that horizontal line, perhaps marking five spots along the line, fill in what you can, and identify where this event fits into the bigger picture. And remember that you're mapping your lifetime customer journey, kind of like when you're in an event planning season, and you're mapping out the journey that you want your guests to take through your event, or even through a session within your event.
Sarah Fejfar 21:31
That's what you're doing here, but more at like the 1000 foot level, where we're mapping out their journey as a customer of your business, I think you're gonna find that to be super helpful. And I would do this like, had this pro tip on at this point. For those of you are feeling like you want the more advanced level, and not only map out that customer journey, like a lifetime customer journey, ideal happy path. But also map out your virtual event in the calendar year two of when you're launching and when you're fulfilling and see where it fits in that calendar, because there will be a runway before and a runway after your virtual event.
Sarah Fejfar 22:27
And I want to make sure that it's fitting in with all the other stuff that you've got going on in your business. All right, let's move on to number three, the offer formula. This is an important one. I think what I see event leaders making a mistake with is not making an offer at their event not using this extremely successful vehicle of virtual events as as the vehicle that it is to make an offer and make a profit from the event. I always say let's plan to win, and not set ourselves up to fail when it comes to profitability, and events.
Sarah Fejfar 23:23
And in order for that to be true, we need to make an offer at the event, it is not enough to charge your guests to attend, you will probably break even at best with that model, you need to think about additional revenue streams. And that is making an offer at the event. It's an environment that creates this intimacy this that know like trust factor like no other and that intimacy level skyrockets in such a tight amount of time. And we don't get that in a lot of other scenarios in business.
Sarah Fejfar 24:18
We do inside the container of events, even virtual events. Yes. And so what I need you to know is that making an offer at an event will likely lead to you having a profitable event. And in fact, probably quite an extremely profitable event at that. And so, what I'm inviting you to do is to make an offer at the event but do not forget that the offer is not your digital course. Your offer is Solving a problem, okay.
Sarah Fejfar 25:03
And so remember all of the work that you've done to get your messaging, right in other aspects of your business, as you've been ramping up sales of your digital courses and your memberships and your coaching, the same holds true for when you're making that offer during the event. You know, this, I'm preaching to the choir, but it just don't want you to forget. And to that end, I don't want you to forget that when you sell your event that you need to think about that as an offer to you're solving a problem.
Sarah Fejfar 25:37
What is the problem you're solving within the container of the event? Okay, think through where they're at, and where they want to be? What kind of transformation is going to get kicked off within the event? What are the promises? What can they expect, really think through benefit extension. And when you do, you're going to have such an easier time of Converting Prospects into registrants on your sales page, with all your social media posts and emails, is thinking through the offer of the event, just like you would for any other digital product that you have, or other product offering in your business, you're making an offer that is bigger than just buy my ticket to this event.
Sarah Fejfar 26:28
And to that end, remember that bonuses have worked in other aspects of your business and bonuses will work in events to people love bonuses. And so I would encourage you to consider including them with your event ticket sales. Okay. So we just talked about offer formula being not only the promise, also the price, promise plus pipe price equals offer, your offer is solving a problem, you need to make an offer within the container of the event in order for your event to be profitable. Know that if you're just selling a ticket, and that's the only revenue source, you're likely not going to be profitable. You need to think about multiple revenue streams when it comes to your event.
Sarah Fejfar 27:24
That's it, we finished step three, you've got this, think of your event ticket as an offer. And figure out what you're going to offer within the container of your event. Because remember, people came they're looking to kick off a transformation that came because they wanted to do it with you, and with the community that you've gathered. And there will be a portion of them who want to continue on with you. So it's your responsibility to have something ready at your event to sell them so that you can invite people to continue. If your virtual event is a retreat, of sorts, then have the date of the next one ready, so that you can sell that easy peasy. All right, let's move on.
Sarah Fejfar 28:30
Now it's time to act. And your action step for today is I want you to complete the training one worksheet so it's available for you to download in your members area. If you're already there, you're going to see it in the download section right under next to this video. If you're listening on audio, then go over to greenroomcentral.com. Click the button for the virtual event lab and get yourself registered and into the members area for free. That download is going to help you hone your why's and create your offer. And it'll serve as the foundation for your virtual event planning.
Sarah Fejfar 29:15
I want you to start by downloading that workbook page and reading through the questions. And then I want you to spend 15 minutes brainstorming and recording your answers on that worksheet. As soon as this training is over, I want you to block time on your calendar to do the work. Or heck if you've got time right now. Go ahead and do it right now. Let's tie all this up in a pretty bow, shall we? So training one of the virtual event lab challenge has been all about how to make it profitable. You learned the three big pieces for laying a super solid foundation.
Sarah Fejfar 29:51
To your event you learned to identify why you want to host an event for your community and for your business. You learned to identify is where your event fits into the bigger picture of your business. And your other offers that you make the most of all, you learned the formula for creating an irresistible offer, and you've got your action step to complete training one, the worksheets in your digital workbook, and you're getting it done. You just one step at a time. That's all it's gonna take. So awesome.
Sarah Fejfar 30:29
Now, I want to tell you, though, I don't want you to put off doing this work. It's kind of like a lighthouse. it'll guide you through the entire rest of the planning process. Do give it some thought, don't rush through this part. Don't be afraid of making an offer. Remember, a portion of your community will be ready for you to make an offer to them. They'll be looking to you for the next step to take following your event. And they'd like it to be with you. And so I do want you to start by starting momentum is such a beautiful thing. And after the curtain closes on your first virtual event, you're going to be so glad that you did this work.
Sarah Fejfar 31:19
Now if you get stuck, or you get overwhelmed, I want you to reach out inside this live event leader community. You're now a part of a community. And I want you to ask for help. Support is available to you. We do have a free community called linchpin nation, you can join anytime, for free, go to greenroom. central.com, click the button for linchpin nation, and go on and join their deep breaths and walks outside. They do wonders for me. Sometimes it's the little resets during the day that work the biggest magic but also know that that community is there to support you. And keep in mind that you do not have to worry about being first in this space.
Sarah Fejfar 32:15
Over the last couple of years, 1000s of online business owners have already jumped in. And they've tested the virtual event waters for you and they're safe. We're seeing virtual events work for fulfillment events, like masterminds and launches with high ticket offers. I've worked with a globally recognized brand to sell physical goods. With virtual events. I've worked with an entrepreneur to do a multimillion dollar live launch. I've worked with a national sports team to use virtual events to celebrate a big win. And I've worked with consultants to run virtual conferences with dozens of presenters from all over the world in multiple languages simultaneously, the sky really is the limit. And your event could work virtually as well.
Sarah Fejfar 33:10
Before we wrap up, I want to take one more moment to remind you about the tool that you have at your disposal. Download the digital workbook page for this training. It'll give you a recap of what we covered here, remind you of your action step for today. And guide your brainstorming. I am so darn thrilled that you're here and that you've completed training one of the challenge, you've got this, I know you can do this, it's going to be an awesome ride, figuring this all out and making it happen.
Sarah Fejfar 33:43
And at the end, you're gonna want to do it all over again, I promise. As you work through your brainstorming homework, I want you to know that a live event can change a person's life. It certainly did mine. I want to see you doing virtual events. It's within your reach, know that I'm cheering you on for continuing your education. And I want to look forward to seeing you participate in the next training. So our next training training number two is going to be all about learning tactics. The world's most successful online business owners are using so that you can overcome your fear of sales and marketing and failure event. It's probably the biggest topic of discussion amongst live event leaders. Leaders that are new leaders that are tenured. So I want you to know that you are not alone in wanting answers on that topic.
Sarah Fejfar 34:46
So let's work on getting people to show up for all of your awesome stuff, shall we? I want you to please share your comments or questions. If you're in the members area, right Bill All this video, or feel free to drop them into linchpin nation, if you're hanging out there, it's there to support you. And don't forget that by asking a question, you are likely helping someone else within this live event leader community who may have the same question. You've got this. I will see you in the next training.
Sarah Fejfar 35:20
Thank you for listening to this special episode of the greenroom central podcast all about making your virtual event profitable. If you love this episode, then please take a screenshot on your phone and post it to Instagram and be sure to tag at Sarah Fejfar. And let me know why you liked it and what you'd like to hear or whom you'd like to hear from in the future. They'll help me know what to create for you. If right now you're thinking, Sarah, yes, an event is happening.
Sarah Fejfar 35:49
But here's the thing. I have a sizable team who can make this happen, but we need someone to teach us happened. Then go to greenroom. central.com To book a private workshop, you'll get a customized two day workshop for your team. during that workshop, everyone will learn a repeatable framework that can be used to start or scale events in your business. You will then create a roadmap as a team so that everyone leaves the workshop with a shared vision for how to move forward with confidence.
Sarah Fejfar 36:20
Now, in case you're curious, this podcast is built on Kajabi. I have loved how easy it was to get things set up. But more so I'm thrilled that my entire business is running within one platform, from my emails to my pages to my courses, and also my podcasts, it's all under one roof. If you love simplicity and scalability as much as I do, then go to green room central.com to get a free 14 day trial from Kajabi.
Sarah Fejfar 36:49
I appreciate your commitment to leveling up and learning the mindset and strategy of live events. Keep going Keep learning. If you want more, head over to green room central.com For show notes and all the links from today's episode.
