Katrina Sawa 0:00
You also have to hit the limiting beliefs of your prospects in the room. In my case, the limiting beliefs to investing in the offer later are I don't have any money. My husband doesn't let me invest in stuff. I don't believe in myself. And I'm actually going to do it. And so I have to talk to those fears and those beliefs in that first 90 minutes. Oh, wow, that's so good. So it helps if you can wrap those things into a story or two during that time. I'm gonna go synchronous today. Oh, my God. I've never talked about this much. In a podcast, you guys, this is bold.
Sarah Fejfar 0:39
It is gold. I'm feverishly taking notes. 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 events? 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. That's the question and the answers are inside this podcast. My name is Sarah Fejfar. Welcome to greenroom Central. Today brought into greenroom central studios, Katrina Sauer. For over two decades, Katrina has helped entrepreneurs of all kinds create consistent money making businesses. She founded her business and marketing coaching company to help entrepreneurs get more comfort and clarity around marketing, pricing to their worth, packaging themselves in selling. Katrina hosts Business Growth events, marketing and sales, training workshops and highly inspirational events for entrepreneurs who want the roadmap to building a more successful business consistently. Her events are virtual and in person large and intimate. Katrina Welcome to greenroom central studios. I'm so thrilled that you're here today. Say hello to linchpin nation.
Katrina Sawa 1:59
Hey, linchpin, how are you guys doing? Thanks for having me, Sarah. I'm
Sarah Fejfar 2:03
excited. We had a mutual acquaintance and friend introduce us. And so we're just getting to meet for the first time during this interview. And I want to start by asking, what is your superpower as it relates to events,
Katrina Sawa 2:20
I'm really, really good at creating the energy that needs to be in a, either a safe space or learning space or sharing space or inspiring people space. I think that is my superpower, I make people feel comfortable. And even on day three, they are still there. They don't drop off. You know, that's like, the biggest thing is people come in the beginning and then they drop off sometimes. So they stick around. Yeah,
Sarah Fejfar 2:50
that's so important, especially for events where we're making offers, we need butts and seats when the offers made. And if they're not sitting there. They're not still engaged. If they're not still in the room, then that definitely affects conversion rates.
Katrina Sawa 3:06
Yeah, engaging is tough. I mean, it's one of the NG getting them to the event in the first place is the hardest part. I would say I'm much better in the room than doing that part. But you know, I try new creative things every day.
Sarah Fejfar 3:20
Yeah, no, it is it's there. I like to say that we're selling every step of the way, we're selling them on taking even a look at the fact that there's an event and there's a sales page, we're selling them on signing up, we're selling them on showing up, we're selling them on staying engaged during the event. So let's talk about your specialty, which is that energy piece, because I think it's huge. We, our guests will will rise and fall to the level of energy that we bring into the room. And whether that's virtual or in person, that the same holds true that people mirror and energy is so important. So what are what are some tricks that you've got up your sleeve to helping manage the energy in the room? First
Katrina Sawa 4:14
off, I have to really have a great agenda and outline so I have to be I have to be connected to that content piece. And how I'm going to flow people through the event that's first off, because that's what brings me confidence. And when I have more confidence than I can have more energy and the right energy, instead of nervous energy. Am I going to do the right thing? Am I going to bring the stuff so in the beginning, when I used to do events, I used to put way too much content in the events like that's probably the biggest mistake most entrepreneurs make is they're teaching too much there's too much right? And so I've constantly been pulling stuff out and my presentations I'm gonna give her I can't help it, you know, but but they can't take it. They're like you're a fire hose Katrina right this says, Great, I'll see you in six months when I finally consume all this information. So I think it's you, it's knowing that flow of content versus exercise and engagement. So they're constantly feeling a part of it, whether you're in person or virtual. And then I'm very good. i The laser coaching side of it all. So depending on what kind of event you're doing, I like to see my people, some people, especially online, a lot of people will do events where it's just you presenting, and you can't see the attendees. It's not my favorite way to do it. Great. I like to be able to see people, yes. And so that way I can say, Hey, Sarah, are you there? You know, I don't see you on video. Is there a way you can come out? We want to play with you. We want to ask you some questions, right? So I can encourage people to come out. So I can also say, Hey, I see you shaking your heads. You know, Kristen, I'd love to know what you're thinking. And so it's that kind of engagement. And that brings the energy, I think it makes people feel comfortable. Like they want to stick around. And like they're really a part of the event. Those are some big things. So
Sarah Fejfar 6:14
you talked about two things. One was a balance between content and kind of taking breaks for workshopping and q&a and such. And then you talk about those like, moments just that are like, what are you what's the word interstitial moments where you're just like, in the middle of something, you're just kind of calling people out to reel them back in? Like, yeah, get them to turn on their video or to, to acknowledge that they're shaking their head, or some already feverishly writing things down. I love that. Let's go. Let's go to the first one. And dive a little deeper on that about knowing the flow and the balance between. And forgive me, I forgot the words you use between content and workshopping q&a. What what did you call that?
Katrina Sawa 7:03
Laser coaching? Yeah. Yeah. I like my presentations, too. I'm not so rigid that I have a presentation, I have to do these 20 slides during this 30 minute period. I'm not like that some people are. And if that's what you need, that's what you need. I would rather go with the flow. Because people don't know what you didn't show them. Right. So if you don't get to a few slides, nobody knows. You don't say, Well, I have 15 more slides, I have to hurry up and challenge. You know, if people are complete, and or you're good and the message is landing, then stop and don't even mention it. Right. That's, I think another mistake people make is they admit to things that are going wrong when they're really not going wrong. And that's not the perception, right? So there's that, but in confidence with your content. So the way that I do my content, I was taught by a coach a long, long time ago. And usually I do three day events. And I actually have one right here. But you guys will laugh really hard. Like, this is my three day event outline.
Sarah Fejfar 8:21
Okay, the piece of paper that you're holding up has like a million words on it. Hi, not a lot of pretty colors.
Katrina Sawa 8:28
But it makes sense to me. Okay, so we do, dude, however, it makes sense to you. But they're all if you see it, they're chunked out. So these are three full days. So the middle, this is the lunch break. There's four sections on each day, right? And so I know that those four sections are 75 to 90 minutes, give or take, right? I'm not your traditional event that you're going to do a three day event. So I have to know first where am i doing my offer? Where am I making my offer? That's usually in day two in the afternoon, then where am I following up with my offer? morning of day three? Where's the most important part of the event? It's the first half an hour or 90 minutes section on day one. Okay, so those three are non negotiable. I don't move anybody I don't put speakers there. I don't do anything. But really, those are the things that I plan. The other content has to fit in the middle, right? And I have to intermix exercises. So usually I have two colors on here and like one is exercises and one is highlight some things. So I know if I put three types of marketing the the words that are in this, I know what that means. I know what piece of content I need to teach. I don't need a script because I know my content. I don't I know what slides they are, you know, so I know I can just put the topic of something that I'm teaching so I know that Oh, after lunch, okay, I'm doing three types of marketing jumpstart your marketing system, the marketing wheel Oh, and the top 10 networking, thinks so. And so I know, just by a glance, so this is what I keep on my little table. Now this is an, you know, even in a virtual event, I have a table where I stand up, and my cameras on me but I have a table just like I would if I was on a live event. And this is talking front and center
Sarah Fejfar 10:23
for me. So you're talking about so at an at an in person event, there would be a high top table where you put your water and your notes and a pen or whatever, water
Katrina Sawa 10:35
lipglass water and a pen and a pad of paper, maybe some sticky notes, maybe a couple books, and that
Sarah Fejfar 10:43
and you've got like your one, one sheet at a glance, that tells you you got
Katrina Sawa 10:47
one sheet agenda. If I had a five page agenda, I think I would go crazy. It'll be too much for me.
Sarah Fejfar 10:53
Yeah, I love to create a one page. And then I also like to create like the mega detailed one that you know, like the tech team, or whomever the team has. But I do love to always have that one sheet because like you said that everybody does it different helps you, helps ground you and kind of where I'm at. And guests love that too. They'd love to know where they're at and where they're going. But I want to go back to where you said, the first 90 minutes is so important. And let's share a little bit more about why.
Katrina Sawa 11:29
Well, that sets the stage for the whole event, meaning it sets the energy, it sets the expectations of what they're going to learn how they're going to participate, it also sets the expectation for the they're in the right place, positioning you as the expert telling a really good story, and also positions your clothes or your offer. So you do lead, you do leave tips about your offer without going into anything in that first 90 minutes. In my opinion, that's how I was taught. That's how I usually do it. That's how most of my people, friends and peers make a lot of money. Doing Yeah, right. And in, in, in addition to those things, you also have to hit the limiting beliefs of your prospects in the room. In my case, the limiting beliefs to investing in the offer later are I don't have any money. My husband doesn't let me invest in stuff. I don't believe in myself. And I'm actually going to do it. And so I have to talk to those fears and those beliefs in that first 90 minutes. Oh, wow, that's so good. So it helps if you can wrap those things into a story or two. During that time, I'm giving all the secrets today, oh my God, I've never talked about this much. In a podcast, you guys, this is bold.
Sarah Fejfar 12:57
It is gold. I'm feverishly taking notes here, because you just gave us the structure for setting the entire event up for success. And, but more importantly, you've set up the first 90 minutes to be extremely engaging. And I thought you were gonna let the what I thought you were gonna tell me when about that first 90 minutes was like if I don't hook them. They're you know, they're they're walking, but you gave us like all of the secrets to the hook. It's, it's, we're on the exact same page like that 90 minutes, that's when people are going to show up and figure out like, Is this for me or not for me? Right? And how engaged am I going to stay for the rest of the event? It happens in person too. But I mean, it just determines how long their visit to the coffee shop is over the next break. Right?
Katrina Sawa 13:57
Right. And it also depends on how long that session is, depending on how long your event is. So a two and a half or three day event. Yes. If you're doing a one day event, like nine to five, then it might be a 45 minute session in the beginning, right? Yep. Then then it's so you cut it down a little bit depending on how long of an event you have. If you're talking one hour webinar, then you've got like 10 minutes in the beginning, right, but it's still really really important to save those do those same things in that intro. Yeah, have any of it?
Sarah Fejfar 14:33
That's key. I just I just recorded a podcast episode. I think it's coming out. It's gonna come out before this one, where I talk about just events and profitability and how there's, it's kind of like there's building blocks to the event and things that we bookend around the offer and just things that make it more profitable and I love and I didn't I didn't even talk about this that First, you know, 10 to 90 minutes, and how absolutely essential it is to setting up the room to be receptive to the offer when it comes. So I'm so glad we had this, this chat today, the so then after that you're talking about, you're talking about a fire hose, and how some people just have this, this tendency to want to share all the things during the event because, I mean, it's just like a natural instinct, we've got people in the room, and they're live with us. And so we want to tell them, all the things they leave with all the information, but actually, that it's probably too much. And we need to leverage the value of being in person together, that synchronous learning to, to do other activities and tell me what you intersperse in between.
Katrina Sawa 16:05
Um, well, I'll do, you know, pair shares where they turn to your partner, and you say this, and they'll listen or whatever. So any kind of pair share you can do, I do a fun thing, because I'm all about helping people make money. So if it's in person, we do easy yes offers. So I let people make offers in the room and collect credit cards and cash and make money on the spot. So it's super fun. And some people are scared to death, you know, you're looking at a room of like, 50 to 100 people. And you have to stand up and give like a 32nd pitch like, Hey, I hope I can, you know, help people blankety blank. And for today, I'm only I'm doing a special, it's for 20 bucks, you can get that the dye and who wants it, and then people raise their hand and then you run around and collect their money. It's so fun. And then you collect their contact information to because of course, you need that in order to follow up. So it's, or someone will do like for today only, it's one in four hours for 20 bucks instead of four hours for 50 bucks for like, say an accountant or a virtual assistant or something. So it's super
Sarah Fejfar 17:16
hard, you're training people to kind of rip the band aid off and get comfortable with the uncomfortableness of making it
Katrina Sawa 17:25
because they need to make offers and they need to do it more often. They can make money every day. If they're on a zoom call, they can say, Oh, I have a $27 thing on my website. Here's the link, go get it, we'll solve that problem that you're talking about. Yeah. Right. That's, that's me. Yeah.
Sarah Fejfar 17:42
That's a fun exercise.
Katrina Sawa 17:44
It is super fun. Yeah. And so we do that? We do. I do lots of q&a. I do some laser coaching, meaning like, well, I don't know how I'm a financial advisor, how am I supposed to do you know, write a book? Or how am I supposed to do a training or an event or something like that? Okay. Well, what about this idea? What about that idea? What about this idea? And so I'm, like, big idea generator, I throw out all these ideas. And like, you could charge this for that and charge this for that? And they're like, oh, you know, and then they're like, Well, how do I do that, and I'll go into how they do that. And so that kind of laser coaching is great. And if you're good at it, it shows everybody else in the room, oh, my gosh, she works fast. She's got some ideas I can do that. I can see I need to talk to her about my thing. Right. So laser coaching is a good way to get people to experience how you really work with a client.
Sarah Fejfar 18:42
I couldn't agree more, I think it's absolutely essential to place after the offer, because it allows people to put themselves in the shoes of the person who's getting coached. And imagine what it would be like if they signed up and started getting coaching and starting getting results. And it's it's just perfection.
Katrina Sawa 19:10
Yeah, and if you don't sell coaching, you sell something else, then you just have to give an example of that, or, you know, in my course, I have an explanation for that. And it's this, this and this, and I have an explanation for 27 of the things we're talking about today. And it's all in the course. So you just have to you know, figure out how to give that example for for for you and what you So
Sarah Fejfar 19:35
you talk about how you follow up after events in order to close more sales and I wanted to get into that a little bit with you today because I think it's a bit of a an untapped opportunity, if you will.
Katrina Sawa 19:53
Yes. So um, there's so much talk about follow up. I mean, I do all One day all about follow, because it is literally the most important thing. And so many people forget how to do or they do one thing, they'll add you to the list and then you might get an autoresponder. And then maybe you're lucky if you see a couple other email newsletters or promotions, but they don't give a lot of thought into the full follow up process. Now, I've been in sales and marketing since I was 16. And I'm 52. Okay, so I know a lot about sales and marketing. And I've been doing it in every job. Before I started my business, I was an advertising sales. So 20 years in my business, though, when I come off an event, I have all these, well, if they haven't signed up at all, for any, if they haven't bought, then usually I have all their contact information. Now I'm just showing you some follow up forms from a free event that I did with an exhibitor booth. And so these are like little forms people fill out, right, and then I get their cards. And then we take them back and enter them in and send them emails and all that. But when someone comes to an event that they register for, obviously, you're going to have them in the system already. If it's a paid event, you have their mailing address and their phone number as well as their email. If it's a free event, I highly encourage you, especially if you're going to be teaching something to get the name, the email and the address and the phone number. Because you cannot rely on email only these days, you can't. Because the 90% of the time you send an email to someone for the first time that it's gonna go into spam or trash. Yes. And so most people are not conditioned to look in spam or trash yet still on a daily basis to look for things they've just signed up for. That's why you get people signing up for your free thing like three or four times because they're like, where's the email? Where's the email? They didn't even look in their spam or trash? Trash. So literally, I send mail and we're just sending a mailing out right now. And I don't have Yes, I have. So we send little cards out in the mail that they're pre printed. And they actually have a sign a message in the middle that says thanks for coming to the event. I or or I have some that say thanks for grabbing a free gift off my website, etc, and talks about what to do next. And it also says go look in your spam or trash folder because my emails are probably sitting in there waiting for you. And you can sign up for a free call. Right? Then let me just keep going because you have to do phone, how many? When's the last time you actually call people? Right? I don't necessarily call too much one by one anymore. Although I did in the beginning. I called every single person myself, by myself, you know, dialing for dollars. And dialing for follow up. I did it for years and years and years. But in the last few years, I found a site that will auto call. Now there's also a way to hook it up to your shopping cart if you have key or some other systems and stuff like that you can it integrates with a thing that calls people when you get their phone number. Those I haven't found to work that consistently yet. Those Twilio and all that. But I love sly broadcast, Sly broadcast. And this is if anybody signs up for my stuff you're gonna get a call from from slack. It's really personal, though, because it says, hey, it's Katrina Solloway. Here, you just signed up for my free thing. I'm so excited to talk to you. Please make sure you're looking at your spam or trash or my emails. I mean, literally, I'm constantly reminding people to do that. Because the main mode of conversation or you know, communication is email. But you have to tell people to go there. It's ridiculous, but it's true.
Sarah Fejfar 23:42
So smart. So your the follow up process begins with getting their name, email and phone. So I know it's common sense, but it's not always common practice, right, we have to have their contact information and your your underlining and starring that we need to have not just their name, their email, but we need to have their phone because texting and calling is the thing.
Katrina Sawa 24:10
Well and text you have to get text approval. So just because they sign up for your email and give you a phone number doesn't mean they're approving text messages. So that's a whole different campaign in itself that you have to get through text message software, in my opinion, I would do it that way. Don't just one on one text people oh my god, don't do that. Like but you can send an email to people and say, hey, if you'd rather get text messages from me and little inspirational notes instead of my emails or in addition to my emails, then click here and enter your phone number and I'll start sending a text Yes. So you have to get that approval but I would get the email first and we're not talking about full contact information for your free download. Okay, your free download should still just be first name, last name and email. But if it's a Bigger training or even for my webinars now, I do full contact information, because I'm doing a lot of training and giving a lot of value. And I just deserve your full contact information, frankly, you know, everyone is it. Yeah, there's free stuff out there guy, but you want the right stuff, you can come to me and give me your phone contact information. Yeah.
Sarah Fejfar 25:21
And you know how to use it sounds like so after an event, when you have their full contact information, that you're sending a physical piece you're calling people, maybe you're even texting people. What was that? What is that? I assume you have like an emails sequence with this, like a closed down for the offer? Deck kind of get the
Katrina Sawa 25:47
I think it's different for every event. But yes, I mean, I usually don't pre write those. Because I like to, like I said, feel the energy in the event, kind of sometimes I tweak my offers, sometimes I'll not make an offer or do something different. And so I'm very much in the moment. So my follow up is usually done by me that next day or whatever. And so I write specific emails that make sense for what just happened. So I'm very close to that follow up. Because I know it's a key thing. It's a key part.
Sarah Fejfar 26:24
It's that important that you want your hands on that important.
Katrina Sawa 26:27
I don't outsource the follow up. Are you kidding me know, that is my money. Like not just money, but that's getting clients. And that is not something to outsource. I don't care if you like sales and marketing or not, you better learn to like it.
Sarah Fejfar 26:41
Oh, you have to? not optional. Yeah, that's, that's a really good tip there is to have felt the energy of the room. And really make those follow up emails. Match.
Katrina Sawa 27:02
And I'll do videos what just happened? Right? So tell me about that. And times, video, I'll do a video after it. I'm like, Oh, my God, it was so great to see you guys. I'll even do it the day of in that same outfit, oh, my God. And then I'll put that. So a lot of times you have a Facebook group, right for your event, people, whether it's in person or online, especially at the online events, these days, they usually have a Facebook event I do. And that's where everybody goes to interact and where you can also drop things in there. So I could email them and say, Hey, I just put a video on your Facebook group, go check it out. And then and I can also Facebook it, or put it in Facebook, and then they'll get notifications. So they get in two ways they hear about that video, right? And then I might also even make a phone call and say, Hey, I just dropped a video in the Facebook group go look at it. So there's three ways, right?
Sarah Fejfar 27:54
So good. So you're taking like one piece of follow up this video, for example. And you're letting people know about it in three different ways. They're getting it in their email, they're getting it in the community, they're getting it by phone. You've not forgotten
Katrina Sawa 28:14
if you're gonna even prime a message on if you really want to take it to the next step, right? Because not everybody sees their notifications. I don't I don't see my notifications in Facebook, because there's hundreds a day. Who has time for that. I look for the green ones. You know like that's it? Yeah.
Sarah Fejfar 28:31
Yeah, there's it's a lot do you it's like,
Katrina Sawa 28:34
it's like sending an email and might go to spam or trash relying on people to see their notifications. Are you kidding me? No, thank you can't rely on that at
Sarah Fejfar 28:43
all. Facebook has decided to give us a notification about absolutely everything. I feel like it's a game of whack a mole right now that I'm playing like to turn off Facebook notifications, because I'm like a very specific like lens to which notifications I want. And I feel like just one of like, a turned off in what feels like a million of them. They've come up with like, oh, but maybe you want to know about this or this?
Katrina Sawa 29:07
Well, one trick is I turn them off on my phone or my email. So I don't get any Facebook notifications on phone or email. They're only inside Facebook. So the only way I can see the notifications is is by login. And I see what's up. And that keeps some boundary totally with your cell phone and your email and
Sarah Fejfar 29:27
they know that no insane no notifications, reach my person by other than if I like login and then they've got the list there. And I'm looking for the comments, right? Yeah, the green ad. That's why I say the green one and you've just trained your brain on the color. I'm trying to like, turn off. The next time I log in. I only see green but
Katrina Sawa 29:51
only green. I know you can't. I've tried
Sarah Fejfar 29:54
telling me Sarah it's futile. Stop just pay attention to the color. Yeah Okay, so good. So you're just you've just told us like, call me different, like seven different ways to follow up afterwards. This is epic. What can I, I want to ask you, I want to ask you something specific to your offer follow up. So usually people make an offer at the event. And then they have some sort of deadline scarcity urgency to sign up before the event even ends, right. But we're talking about all this follow up afterwards. So obviously, you're extending the window beyond the bounds of the event, right to capture more people depends how many how many days do you typically stay in that?
Katrina Sawa 30:40
It depends. When I did live events, and they were enrollment event, three day event, and they did live events, I would typically not extend the window for the offer, at least not the discount, or the bonuses, you got to sign up today. And when you have an order form in person, I was just printing anymore. Yeah, for my event, like when you have an order form in person, I mean, it's easier to sit down with someone, let me just talk through it with you. Let me just make sure it's the right fit, and then can sit down one on one on a break or after the event. Like is this gonna be good, okay, just need to fill this out, I just need to have it before you leave, you know, so no, I don't extend the offer. If you leave and decide to do it later, you know, you're not gonna get these bonuses or whatever. The only way that I would extend it is if you know, if you have to talk to a significant other or something's up, and we're going to schedule a follow up call for the following week, I can let you have that special if you schedule now. Something like so
Sarah Fejfar 31:42
good. Scheduling,
Katrina Sawa 31:45
and then virtual events, you can I have yet to find, honestly, I have yet to find the secret to getting them to buy today. So if they're not as profitable for me as the live events where they're still profitable, but I find I have to do lots of follow up calls, most people just want to talk about it. And the other problem is I have too many offers like, don't do that, like I have, I have an a high end mastermind that is ideal for most people, I have one on one, I have a group program, I have a lot of online trainings. I mean, I have book options, I have speaker trainings, I mean, I have a lot of things, because I've been doing this for so long. So usually when you have an event you want one offer, right, you might want a down sell after that big offer. But if people are confused, especially on virtual, they're not buying. So the main call to action, really, for me virtually is to schedule a call. And so I usually clear my schedule for a good portion of the week following the event, because I want and then I only let them book those days. Like if you're interested in one of these, I will hold those specials open through next week. But I got a book today. So here's my calendar, here's my calendar, here's my calendar.
Sarah Fejfar 33:05
That's so that's so smart. The
Katrina Sawa 33:08
deal, but I probably need to make more if you sign up during the thing, you'll get this extra bonus or something I probably need to do that just so they buy
Sarah Fejfar 33:17
yeah, I've also seen it where you know, there's a team of coaches in in a zoom, and it's during the event and the the opportunity to have that time to talk with a coach, one on one does go away before the event. And so that that does help make the the urgency
Katrina Sawa 33:43
for and there's pros and cons to that strategy, right? The Pro is you can usually get more people to buy during the event. The con is you either have to pay them Commission, which is fine. And or pay those people to be there and a con would be Are they really good. Like you have to get really good people to do that. So they're more of an investment. So you don't make as much perhaps the other con for the attendees is they get pulled out of the event. And I've been in events where people pull people out of the events before as an attendee. And it's horrible. It's a horrible feeling because you feel like you're missing something. So I would never do that at my events. No way. I don't want somebody to miss something. Because every piece of content is designed specifically to get them somewhere. You pull them out for a half an hour to do a strategy session. That means you're only focused on the sales and not the transformation for the people in my opinion. And I don't agree with that for me.
Sarah Fejfar 34:46
Yeah. So you would reserve any time if we did that scenario in a virtual event. It would only be open during breaks during lunches after the event was over. Kind of like how Oh, an offer table would be available in an in person, right? Where it's just
Katrina Sawa 35:04
virtually right. Yeah, sometimes my events virtually are from nine to two or nine to three. And so I will say, Hey, if you want to talk after the event, hang out for the next hour. And we'll answer some questions. Or I can schedule private calls too, for sure. Yeah. And the days of doing an evening session are gone. For me. I'm sorry, when I turned 40 something. I can't even stay awake until nine or 10 o'clock, you want me to do an evening session just to wear down the people will wears me down. I don't even know what I'm saying. Because I was clueless. At that time of night, my brain turns off at like five. So doing an evening session doesn't work for me anymore. I did it for a few years. And it was sort of effective. But physically, I can't do it anymore myself. So I no longer put my pressure put pressure on myself to do that kind of
Sarah Fejfar 35:53
Three cheers for boundaries I do with you wants. Yeah, I really I mean, back to where we started this conversation today about bringing the energy to the room that you want your guests to emulate. And mirror is you have to take care of yourself. And so you need to know what your boundaries are so that you're getting the rest and the the time to eat and drink water and exercise and all the things that keep you at your highest and best when you're delivering content,
Katrina Sawa 36:24
upgrade food and sleep and even the right footwear now, right? So I've had to total hip replacement surgeries. And I've had a foot surgery, and I used to be like 60 pounds heavier than I am now. It was really hard to stand on my feet for three days. Right, physically, and even one event I had was it. I think I wasn't after surgery. I had twisted my ankle like super bad. And I literally did my event from a like a recliner chair and the ottoman or a chair a big goofy chair and ottoman with a table next to me and my crutches. Like I literally the show must go on. So it was like right before my one of my events in person. It was a crazy and I sold nothing. At that event. I will just tell you that if you can't do it full energy full out, or you're in any kind of lack of confidence mode for any reason, it's going to make a difference.
Sarah Fejfar 37:29
Wow. That's a really good tip. That's a really good tip. Yeah, so to learn it what a what a helpful learning opportunity for you to go through that so that you can share that with us so we can just, you know, like just reschedule your welcome. Dammit.
Sarah Fejfar 37:54
I have to know what do you say to yourself backstage and onstage?
Katrina Sawa 38:02
Um, what do I say? You know, one thing, I don't necessarily say stuff to myself. I'm not like an affirmation, you got things. I don't really do that kind of thing. One thing I do do, let's see if I have it handy. I think I do. Oh, yeah. As every day before my events, I will pull an angel card. And I'm not usually the big woowoo person, I'm a practical tactical, but when I need to get in a certain energy or get my heart centered on who's going to be there and why they're here and what I need to deliver, I will draw an angel card, and you never know what's going to come out. And it could be ground yourself. Like, okay, take off my shoes to get my body, you know, that kind of thing. Or, you know, I might get cleanse and detoxify. Oh, okay, well, I need to either shake or something or like, I need to shake it off or dance or something like that. So yeah. And I love music. So music gets me in the right energy. So I start events with music, except virtually, I haven't really unless I bring in a separate techy team. It's really never an eat. It's always a flop. Put it that way when you put videos or music on yourself for your virtual event. You need a team for that.
Sarah Fejfar 39:26
Yeah, I do. I do recommend a team because it can be done and then done really well and be super fun. But yeah, it's just one of those things. It's just helpful to have a team behind you agree what what's your best tip for filling your events?
Katrina Sawa 39:45
Oh, that is I don't have the best tip for that. Actually, going to other events is the best way to fill your current year on events. I would say that's it. I still I mean In my enrollment events, the most I've ever gotten was like 7580 people, honestly, okay. And I've always had a goal. And we could just get to 100. Let me get to 100. Right on the virtual events. Now, when I'm doing it myself, I still haven't gotten over that many people. But when I did a multi speaker event, or a summit or something like that, I've gotten up to 630 people. So I mean, it's just, I think it's exhausting. So when other people help you promote, that can be helpful. So definitely, you have to engage joint venture partners, affiliates, friends, speakers, contributors, vendors, sponsors, whatever it is, because doing it on your own, unless you have 10s of 1000s people on your list is going to be very challenging.
Sarah Fejfar 40:51
Yeah. Those are great tips, though. Yeah. What's the what's your favorite moment at events that you host?
Katrina Sawa 41:03
Favorite moment of all time,
Sarah Fejfar 41:05
just like a specific moment, at every event where you like, Ah, I love this part.
Katrina Sawa 41:12
Hmm, I don't usually get stumped. I'm trying Well, in person, there's so many more favorite moments, because you can really connect with people in person. So I love welcoming people into the room. I love meeting them in the bar and having a glass of wine. You know, I don't go to my room and hide like some people do. I'm in it to win it. I'm in it and talking to people. Because most of my I mean, all of my clients are my friends. You know, I have one client who's been a client for I can't remember four or five years. And I've known her since ninth grade. And she's one of my best friends. Right? And she hired me to help her start a business because she knew she needed some help. So my friends are my clients, my clients are my friends. So it's that connection, I think is my favorite thing.
Sarah Fejfar 42:04
In general. Oh, yeah. I do think when when done, the marketing is done, right. That, you know, like attracts like. And that's the beauty of owning a business. That's a personal brand is that you are able to build your network of people that you love.
Katrina Sawa 42:25
Yeah, I mean, heck, some of my clients even come to my house, people in my mastermind, they get to come to my house, right. So
Sarah Fejfar 42:32
what is the best thing about having events as an offering within your business?
Katrina Sawa 42:42
I think, especially the lower priced ones, or the free ones are a great initial experience with us or initial way for people to try and last either for free or to dip their toe in see if they like trust and connect with you. So I think it's a great way for that. It's also a great thing to hold events for a deeper dive like right, the ones at my house are a deeper dive. We're masterminding about deep stuff as well as business but personal stuff. I think I think it's good at all levels in your business. I have free webinars, I have free summits, I have free I just had a free today love yourself successful event that was my book. And, and I have a $2,000.03 day mastermind and then I have a high end that's only included with the mastermind. And then I have a three day enrollment event. I mean, there's lots of different events, you just have to get creative. And they're used for different things. And you have to know the strategy between which event is for what and why. Yeah, and what you're gonna do it each and what you're going to sell from each or offer for me,
Sarah Fejfar 43:50
I couldn't agree more. I love that. I love when people add events as part of their ascension model and that are really clear on what the purpose of each event is in that ascension plan.
Katrina Sawa 44:05
And I will tell you, please don't do it. If you don't have if you can't muster up some kind of bigger personality. Now, that doesn't mean you have to be all law like me, like but you have to hold the energy, but you have to be entertaining, you have to be entertaining to or they're dropping off, right? You have to be entertaining, engaging, and you have to have good content. And if you aren't really confident about running it, please hire a team earlier on. I spent probably 30 $40,000 to put my first live event on with my team. Trusting that I will make an offer and it'll all work itself out. Right. And it did. Granted okay, but it's you do not try to do it all yourself. Especially in the beginning. That's when you need the most help.
Sarah Fejfar 44:56
Yeah, yeah, and I would love people to get in Like, out of the gate, feel confident. And I think you do feel confident when you're more when you feel more secure to
Katrina Sawa 45:06
totally do. Yeah, yeah.
Sarah Fejfar 45:09
But you know, what are you reading right now
Katrina Sawa 45:11
I really don't read, I read my clients books, and I read my own book. So I always say joke because my love yourself successful book is always with me like on the plane. And if I'm going to read anything, it's going to be there. And so I'll just pull it out. And I'll open a chapter and I'm like, Oh, the perfect thing I need to know today. Because what you write is the stuff you always need reminders up to usually is what I find so
Sarah Fejfar 45:31
beautiful. What a great idea. Alright, I'll put that another reason why I need to write a book someday. Yes. Yes. Could you know what do you what do you have going on right now that linchpin nation should know about and where can they find you,
Katrina Sawa 45:46
if they are wanting to be on any summits or gift giveaways, I have lots of opportunities this year. And they can join my international speaker network. And that is a great place to go for learning how to become a better speaker, getting all your ducks in a row, also finding speaking gigs. But we have opportunities to speak as well. If you know to get your feet wet, and and then I have events throughout the year myself that people can attend. So you can go and get on the email list. There's lots of free stuff on the website to try me out. And, and then just reach out. Don't be shy.
Sarah Fejfar 46:27
And the platforms were reaching out is a great idea are?
Katrina Sawa 46:33
Well, the website is the best way. If you sign up for something, I'll definitely get it. I read all my emails, I don't have someone reading the emails. So jumpstart your business. now.com is for that. And I but I'm on Facebook and LinkedIn, I look at those messages. I don't really look at my messages on Instagram and Twitter, although I'm on those places. I'm everywhere. But yeah,
Sarah Fejfar 46:57
well, I'll look up. I'll link up your your website and your Facebook and LinkedIn in the show notes. So we know where to find you. And this has been such a fun, very first conversation that we've ever gotten to have together. I'm so glad that we were introduced. And I appreciate you giving us so much gold very generously today.
Katrina Sawa 47:20
You're welcome. Hopefully these people will do something. Yes.
Sarah Fejfar 47:24
action makes teachers feel the best. Right? Yeah. Well, thanks, Katrina for being here on green room subject today. Take care. Thank you for listening to the green room central podcast. If you love this episode today, 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 who you'd like to hear from in the future. That'll help me know what to create for you. Also, if it's on your heart to host your first or next event in 2023 and you need a jumpstart. Let's connect for a strategy session. Just go to green room central.com and a two hour intensive private session. I can help you pivot scale or start your event vision from scratch. Together. We will build an actionable plan so that you feel confident and clear on your next steps. Go to green room central.com right now to sign. 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 greenroom central.com For show notes and all the links from today's episode.
