sell out live event

How to Sell Out an Event with a Sales Funnel

Matt Astifan Convert Your Audience, featured Leave a Comment

When you find something in business that works, do more of it!

That’s exactly what happened with my event funnel – I found that I was having huge success getting people to my events and while they were there, I would do a soft pitch for my service and rake in the profit. This is how I make super successful event sales funnels:

The Event

The events that I promote in my funnels are not designed to make money off the ticket sales. The ticket sales are used to fund the cost of the event, allowing it to be at a high-end location and have a polished experience, thereby building credibility and setting the stage to pitch my high-ticket service. My events are usually sometime in the middle of the week, lasting about four hours, and priced moderately, usually around $35 per ticket.

You only need 3 pages for this funnel.

  • Event Details Page
  • Checkout Page
  • Thank You Page

I use ClickFunnels to build all these pages, if you’re not a user yet you can:

Now let’s get into this!

Event Details (Page 1)

I have tried both long copy and short copy event detail landing pages. What I discovered was that for events over $100 it is best to use long copy (which I won’t get into here), for events under $100 go with short copy.

So for the purposes of this post we are only going to talk about short copy event details. The reason? We are looking for an impulse buying decision. Not a lot of thinking. This ticket is just $35 it won’t break the bank. If anything your attendee might be thinking it’ll be good just for networking. Little do they know you’re going to blow them away with your presentation and offer.

Here’s what you need:

A clear headline at the top of the page.

Above your headline should be a sentence or two that enforces scarcity and pushes the reader to make the decision now. I usually use a countdown timer until ticket prices go up or until the date of the event. I do raise ticket prices as we get closer to the event. Say I promote the event for 3 weeks, on week 1 tickets are $35, on week 2 tickets are $50, on week 3 tickets are $60, and tickets are $80 or more at the door. This gives you all the authentic scarcity you need to get someone to make their decision now.

Below the headline should be Five things.

1. A large professional photo of the event speaker and a short punchy bio.

2. Five to seven specific benefit bullet points. Keep your bullet points tangible. Describe what they’re going to learn. Name your techniques and put little TM’s next to them to be fancy.

3. Written testimonials. NO VIDEOS. You don’t want the reader spending time watching your testimonial videos. They should be able to make their decision to buy a ticket instantly. I once did a test between using 6 testimonials and 12. 6 won. That probably isn’t a scientific study but you don’t need to overdue it with testimonials. If you can use pictures of the people who gave them testimonials that’s a huge plus.

4. A simple list of event details Location, Time, Date, Cost. Nothing fancy here.

5. A guarantee. Full refund. Say something like “After the event, if you don’t think that what you learned was worth your investment, email us for a Full Refund.” I’ve sold over 1000 tickets for this event type and only ever had one jackass ask for a refund.

Finally, include a large button with a call to action: “Get Tickets Now”.

Checkout (Page 2)

Here’s where the magic happens.

User clicks you “Get Tickets Now” button and go to your checkout page. I recommend using the ClickFunnels order form builder OR ThriveCart (this is a seprate software (what I use now) but either will do it. DON’T use Eventbrite or other similar ticketing platforms cause you can’t do what I’m about to tell you.

On the checkout page the user can select how many tickets to purchase using only 3 options.

  • One ticket for $35
  • Two tickets for $60
  • Four tickets for $100

This will boost your ticket sales massively and will encourage people to help recruit for you, bringing their friends along. If someone wants some other combination of tickets they’ll email you and ask, and I recommend you give them whatever combination and price they want at that point. Be cool with people who reach out, it’ll pay off to be cool.

(For week 2 you can use $50 for one ticket, $60 for two, and $100 for four. Week 3 go $60 for one, $75 for two, $100 for four. You get the idea. Incentives user to buy more tickets and bring friends.)

Another effective event ticket sales trick is to offer a VIP seating upgrade: “We are reserving the front two rows (approximately 40 seats) for a small group of highly-motivated people. If that sounds like you, add VIP seating to your order for only $15.” This easy offer costs you nothing, has two major benefits: it will increase profits and put the motivated buyers right in front of your nose for your live pitch!

Keep in mind, there will be about a 20% no-show rate, so always oversell the event. If you have 200 seats to fill, sell 250 tickets.

Thank-You Page and One Time Offer (Page 3)

While you have an interested audience who just bought tickets, you can piggyback on their interest and impulsivity by offering a great deal related to your event. On the thank you page, have a simple slideshow video with a voice-over presenting your one time offer. The offer should be a $100 – $300 product or service, such as a training, that relates to the theme of the event. You can expect 5%-10% of people will take advantage of this offer, a healthy profit boost.

Event funnels have been a highly impactful means of publicising my brand and filling rooms of highly qualified prospects to pitch my services to. By mimicking my keys to success, you can rake in impressive profits as well.