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Affiliate marketing is an excellent and proven way to fill events, particularly if your list is not big enough or responsive enough to fill your seminars, teleseminars and webinars.

Affiliates are individuals or companies who promote your seminar in exchange for a commission for every registration they generate. For best results, look for affiliates who already market to your target audience.

Marketing your event through affiliates allows you to leverage the relationships that they have already built with your target audience. When they promote your event to their lists, they are lending credibility to your seminar, essentially endorsing it and recommending it to their subscribers.

Here are 7 places you can search for potential affiliates.

  1. Search engines. Go to your favorite search engine (e.g., Google or Yahoo!) and think like your prospective customers. Enter the keywords you think they would use to find you and what you’re offering (e.g., wealth seminars, business building seminar, business coach, etc.). Check out the other sites that come up in the search listing.
  2. Pay-Per-Click ads. While you’re using your favorite search engine, take a look at the pay-per-click that pop up when you type in your keywords. Click on the ads to see what other experts are advertising to your target audience.
  3. Associations. Check out the membership roster for local state, regional and national associations. Investigate associations joined by your potential attendees.  The companies you want to meet are likely to be listed as affiliate or partner members – the special class of membership created for vendors that serve the association’s main membership. Also check out organizations for members of your profession.
  4. Survey your list. Ask your subscribers and clients to tell you what other experts they listen to, follow and hire.
  5. Network. The more you are out and about, the more likely you are to hear about and meet your people who would make good affiliates.
  6. Read industry publications. As with associations, you should check out publications written for your profession, as well as publications that are geared toward your prospects. Study the ads to see what other events and products are being publicized.
  7. Phone book. Don’t overlook the Yellow Pages or its online equivalents, such as This resource is especially helpful if you are marketing a local event and want to find local competitors.

Affiliates can be your direct competitors. However, they don’t have to be. The key is that your promotional partners have relationships with prospects who are likely to need, want and pay for your seminar.

What is your favorite way to find affiliates? Share your ideas below. ~ Jenny!Facebook!MySpace!Yahoo!Squidoo!Ask!AddThis Social Bookmark Button

Customers who have attended one or more of your past seminars are extremely valuable to your business. Most seminar promoters recognize that marketing to this audience is much easier than marketing to prospects; because they’ve already experienced one of your events, persuading them to sign up for another is generally easier.

However, they can also serve another purpose that’s often overlooked: that of evangelist and general goodwill ambassador. These are the folks you want front and center to help overcome the skepticism and reserve of other, first-time attendees – especially if they’ve taken their relationship with you from mere seminar attendee to coaching or consulting client.

Some ways you can draw attention to these premier clients include:

  • Using ribbons, stars or different ink color on their name badges …and explaining during your opening announcements what the different designations mean.
  • Calling on them during your presentation to share anecdotes or results of their work with you. You may find that clients spontaneously share their rave reviews with other attendees, but if you want particular individuals to share, it certainly can help to ask them in advance if they’ll participate.
  • Asking them to lead small groups of attendees to lunch or dinner – a great way to ensure that all attendees have a positive networking experience.
  • Requesting them to record testimonial videos for use in your promotional efforts. This, of course, will help convince prospective attendees that your marketing claims are legitimate and overcome other objects. It will also give your best clients some visibility and exposure.
  • Lending their name and likeness to your promotional efforts in the form of a lift letter. For example, you could include a small insert with your direct mail campaign with a headline like, “Read this if you’ve decided not to attend….” Inside, share a special message from one of your best clients, explaining the unique value they found in participating in your seminars.
  • Helping with telemarketing efforts. If you have rabid fans and are building a community, you may have followers who are so loyal that they will help make courtesy calls to prospects, as well as to field inbound calls from people who are unsure whether your event is right for them.

Before marketing your next event, take stock of what you do to leverage the relationship you’ve built with your best clients. Chances are that there are things they can do to help you promote your events – and that they’ll be more than willing to help.

How do you acknowledge your best customers? Share your ideas below! ~ Jenny


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When my friend and colleague George Huang suggested that we do's “Hundred Articles in a Hundred Days” challenge together, I was a little hesitant. It sounded like a big commitment. But I concluded that the time would be well-spent, as I’d generate valuable content to use in my article marketing efforts.

This is the last article I wrote (technically, article #101 to meet my personal goal). I have the content I envisioned when I started out … and much more. Here are some of the valuable lessons I learned:

  • Accountability partners are invaluable when tackling big goals. I had three accountability partners throughout this project. Two were participating in the challenge with me and dropped out once they realized they’d have to write three articles a day to get caught up.

One partner was diligent about checking in with me even though she decided not to finish. She knew that the goal is important to me. Her calls kept me encouraged and focused. My husband, who helped out by submitting the articles, was invaluable in keeping me on course, especially as the deadline grew closer. There were times where I was tempted to drop out and use the time I was spending writing articles to do something else instead. He was my backbone during those periods, holding me accountable to achieving this public goal.

  • Daily discipline makes writing easier. I’m a professional writer, but even I noticed that the discipline of getting up every morning to write made it easier to write throughout the rest of my day.
  • Work ahead during good times. There were days when I was slower with client work or when writing was going especially well. I used those days to work ahead and write two or three articles. The stockpile came in handy when life interfered in the form of tons of client projects, a day out of the office to chaperone a field trip, and a family vacation to Disney World.

Working ahead is a strategy you can apply to all areas of life, whether it’s saving a little bit of every dollar that comes in or taking advantage of downtime to run an errand.

  • Don’t recreate the wheel. I’ve been a writer for more than 15 years and have shared countless tips with my subscriber list, as well as clients. One way I met the goal was by repurposing old content. Sometimes I pulled out tips I had written – 100-word chunks of advice – and expanded them into articles. Other times, I wrote articles based on the advice I was sharing on free calls I had hosted in the past.
  • The more you write, the better the ideas get. It wasn’t unusual for me to start with a particular topic and then end up in a completely different place by the time the article was finished. The more I let loose and focused on writing quickly without editing what was coming out, the better the content. The process of writing article often generated ideas for two or three other ideas.
  • Completion builds confidence. Achieving the goals you set builds self-trust and helps you realize that you can do the things you dream about. If I can achieve this goal, I can achieve other goals I set.

The Google Panda update, which reduced the effectiveness of article marketing for SEO, was released when I was 30 articles away from achieving the HAHD goal. One colleague asked if it made sense to finish. My response: "I don’t care what Panda does to the effectiveness of this project. I’m finishing this goal for ME."

One of the most important things I’ve learned from studying the work of Jack Canfield, “America’s #1 Success Coach” and author of “The Success Principles” is the importance of truly celebrating your successes, no matter how small. So now, with the HAHD project complete, I’m turning over this article to my husband for placement, and I’m off to celebrate. Thank you,, for such a valuable experience!

What's the most important lesson you've learned by pursuing a big goal? Share your ideas below. ~ Jenny!Facebook!MySpace!Yahoo!Squidoo!Ask!AddThis Social Bookmark Button

Many seminar promoters assume that big, bold action and massive change is required to put more butts in seminar seats. In fact, increasing seminar registrations is often accomplished with surprisingly small changes. If you make dozens of small changes, their cumulative impact can be powerful and dramatic.

How you capture and follow up with prospective seminar attendees is one area in which tiny changes can produce big results. Here are some questions you can ask to identify areas for improving your lead-generation process:

1. How many ways do you invite people into your business? Too often, seminar promoters' web sites include the standard "contact us" page or "join our mailing list" opt-in box. But if this is all you're doing to capture leads, you are letting prospects slip through your fingers. Unless prospects have a pressing need to talk to you, they are not likely to fill out a "contact us" form, even if they would be interested in hearing from you in the future.

"Join our mailing list" is straightforward, but not very enticing. In essence, this offer says "give me your contact information so I can send you junk mail." If someone really is passionate about what you offer and sees that this is the only way to stay in touch, they may opt to join your list. You'll get better results, though, if you offer valuable content in exchange for the opt-in.

2. Where are good leads already coming into your business ... and where are you failing in your follow up? Do you have a system in place for capturing and systematically following up with every lead? When someone fills out your "contact us" form, what happens? Do they get an email reply? A follow up phone call? Where does their data get recorded? Are they guaranteed to hear from you again?

One client I worked with discovered that hungry leads who were writing to request information about upcoming seminars were not receiving any sort of follow up -- their names, email addresses and phone numbers were sitting in an unmonitored inbox.

Another good area to examine are past event attendees. People who have signed up for earlier educational offerings are ideal prospects for your future events. They've already demonstrated that they are interested in learning. Plus, they are familiar with your content and teaching style. What system do you have in place to follow up with students once a program has ended? How do you invite them to continue their education?

3. What do you do with prospects who have questions? You should be giving students a way to contact your office if they have questions about your program. Although it's great when your promotional materials do the full job of selling seminar seats, some prospects will need a little bit of reassurance from a live human that they are making a good decision by investing in your seminar.

Make sure that you are capturing contact information for every person who calls or emails with questions about your event. If they are interested enough to ask questions, they are a more qualified prospect than the average person on your list. Sometimes a quick follow-up courtesy call is all that's needed to push them off the fence and onto your registration list.

Before you spend too much time and effort expanding your lead-generation efforts, make sure that you have done your best to plug the leaks in your existing system. Not only will this easily increase your registrations, it also will allow you to get a bigger return on your investment into more lead-generation efforts.

What leaks have you found in your system? Share your insights below. ~ Jenny!Facebook!MySpace!Yahoo!Squidoo!Ask!AddThis Social Bookmark Button

Marketing and producing your own seminars can be time-consuming, costly and risky. Wouldn’t it be nice to have a crystal ball to predict whether prospects are interested in your seminar before you start marketing and producing your own seminar? Use these tips to gauge prospects’ interest in your event:

  • Surveying your list. Ask your subscribers if they would be interested in attending such an event, how much they would pay, and what days of the week or which month would work best for them. You could even ask them to choose between two sets of dates you are considering.
If you get “no’s,” ask prospects why they wouldn’t attend. Probing into the “no’s” that you get can turn up some interesting information. You might find that your list prefers teletraining instead or that they have no interest in your topic because they rely on their vendors for the skills you’ll be teaching.
  • Offer free reports and audio programs. Not only are free informational resources a good way to build your list, they’re also a good way to see if people are interested in what you have to offer. If people aren’t interested in a free resource that addresses their top questions and challenges related to your area of expertise, it’s doubtful they would want to pay to get the same type of information.
  • Offer paid resources. Again, if people won’t shell out a little bit of money to learn some of what you have to teach, they probably won’t shell out even more money or go through the hassle of traveling to a live event. Paid resources can be books, ebooks, audio programs, video programs, consultations, etc.
  • Offer a teleseminar. The next level of commitment is a teleseminar. If attendees won’t sign up for – and perhaps even pay a fee for – a one- or two-hour teleseminar, where they don’t have to leave home, you need to question whether they’ll get in their car or hop on a plane to attend a one-, two-, even three-day seminar. If they won’t commit the small amount of time and money needed to participate in a teleseminar, it could be that they dislike virtual learning. However, if they won’t buy because of a lack of interest in the content, there is a good chance that they won’t make the costlier and more time-consuming investment to attend a live event.
  • Speak at other experts’ and organizations’ events. Being invited to speak at an event is a sign that there is some interest in your topic. (Established event promoters tend to have a good handle on what their audiences want – if they didn’t, they would be out of business quickly.) Further probe interest by offering a free resource from the stage to anyone who gives you a business card at the end of your presentation or during the next break. If no one responds, there’s either little interest in your topic … or you need to work on your platform selling skills.
  • Live events on your own. Host a free or low-cost event as a preview and introduction to your main seminar. Again, if people won’t commit to an evening or half-day seminar where tuition is low or even free, they probably won’t be receptive to paying you to attend a multi-day event.

Free live events are typically most successful when marketed locally, while teleseminars are best used when marketing to a nationwide, and even worldwide, audience. However, this rule of thumb doesn’t mean that you can’t market a teleseminar locally, nor does it mean that you can’t market a free preview event on a national basis.

Do you have to test the waters? Of course not. Some promoters believe strongly in their content and commit to offering seminars and workshops right off the bat. They figure that if the response isn’t what they want initially, it’s simply a matter of time and fine-tuning to begin generating the registrations they want.

But you aren’t “whatever it takes”-committed to holding your own seminar or if you can’t absorb the loss if your marketing doesn’t work as planned, testing the waters is a smart idea. Use these ideas to gauge whether your audience is receptive enough to your idea to want to attend (and pay for) a live event.

What do you do to gauge prospects' interest in your seminars and other events? Share your ideas below. ~ Jenny!Facebook!MySpace!Yahoo!Squidoo!Ask!AddThis Social Bookmark Button

You’ve reached the end of your seminar. Participants were delighted with the content, and several decided to invest in the yearlong coaching program you offered. Now it’s time to go home and follow up with the attendees who will be continuing to study with you.

If you’re like many seminar promoters, this is where your post-seminar follow-up splits. Attendees who made a purchase – whether of products, another seminar, or a coaching program – get your attention. Those who didn’t buy something won’t hear from you until it’s time to promote your next event.

Sound familiar? You’re not alone. Live events are optimal selling environments. Many promoters believe that if participants don’t buy something at a seminar – when they are pumped up about you and your content, feeling the enthusiasm of your sales presentation, and surrounded by social proof (i.e., pressure to conform) by other people who are signing up – they certainly aren’t going to buy when they are back home in their normal environment.

It’s true that people are more likely to buy from you when they are at your event. However, it’s false to believe that once someone walks out the door without making a purchase, they are a lost cause.

Some attendees make decisions more slowly. Others may want to check with their partners, spouses or supervisors before making an investment; they may even be counseled by the folks at home to sleep on their decision before making an investment.

Others know from experience that it’s easy to get swept away in the heat of the moment, leaving them with thousands of dollars spent on products and services they’ll never use. They leave their credit cards locked up and refuse to get swept away by the frenzy of excitement that can happen when speakers make a pitch from the stage.

If you don’t follow up with the non-buyers after they return home, you’re losing the opportunity to pick up a few extra sales. After the excitement of attending your seminar dies down, some prospects will realize that they still have a need and desire for the products you were selling. Some will talk it over with people they trust and realize that your next seminar would be a smart investment. Others will try to implement your content on their own and realize that they want the additional support you were offering in the form of a coaching program is something they need to achieve their goals. If these slow-buying attendees don’t hear from you, they may not be motivated enough to contact you … and they may even feel ignored.

At the very least, send seminar participants a thank you note or email for attending your event. Be sure to invite them to contact you about the products, events and services you mentioned at the event.

If you have the time, interest and resources, do more. Send out multiple emails after the event. Include tips for implementing the content … and then remind participants of the offers you made at the seminar. You may even want to make phone calls to the people who attended, but did not make purchases.

Every person who attends a seminar is invaluable, because they have already made a decision to invest their time and money by participating in your event. Although you may be able to get more people to buy while at your seminar if you improve your ability to sell from the stage, recognize that some buyers simply will not buy at your event. Attending your seminar may be as far as they are meant to go in their studies with you. For others, making a snap decision in the frenzied, high-pressure environment of a seminar is not comfortable.

By following up with these individuals after the event, you may find that they have decided on their own that continuing to study with you is the right decision. One or two post-seminar touches with non-buyers may be all it takes to add thousands of dollars to your profits.

Do you follow-up with attendees after your event? Share your ideas and tips below. ~ Jenny!Facebook!MySpace!Yahoo!Squidoo!Ask!AddThis Social Bookmark Button

When summer arrives, you may be tempted to slow down on your seminar marketing efforts. After all, it’s not unusual for response rates to drop a bit in summer as prospects take vacations or, in later summer, get busy preparing their kids to go back to school. And let’s face it, it’s nice to take a breather.

But taking your foot off the accelerator doesn’t mean your marketing efforts should come to a screeching halt. There’s plenty to do during the summer to ensure that the remainder of your year goes smoothly – and achieves optimum results. Here are 10 ideas:

  1. Refresh and refocus. When you’re eyeball-deep in the details of current seminars, it’s easy to lose sight of seminars that won’t be held for a while. Set aside 30 minutes to reacquaint yourself with what you have planned for the fall and winter months. If you haven’t done so, lock in your dates and finalize your revenue and attendance goals.
  2. Review year-to-date results. Pull out the numbers and statistics from the campaigns you’ve completed so far. What worked? What didn't? What will you do differently in the future?
  3. Create your fall plan. Identify what you plan to do for each campaign in the fall. Also map out ongoing marketing activities, such as social media, newsletters and free virtual training programs.
  4. Get your events on prospects’ calendars. Once you have dates (and locations, if needed) finalized for your events, let your prospects know. Also give your affiliates and joint venture partners a heads up so that they can reserve time on their promotional calendars.
  5. Outline content for free previews. If you’re planning to host any free preview events (in person or virtual), map out the content that you plan to cover. Free previews should give participants a solid feel for the quality of information you’ll be delivering.
  6. Map out your editorial calendar. Plug in details of what topics you want to address in your newsletter, Google+ Hangouts, regularly scheduled teleseminar or webinar, and social media.
  7. Give your vendors a heads-up. Nothing is worse than calling a vendor and hearing, “Sorry, we’re booked for the next few weeks.” If you want to meet your deadlines this fall, let your vendors know now when you anticipate needing their services so they can reserve time on their calendars for you.
  8. Create your marketing materials. Pull out your event marketing plan, and start writing all of the promotional materials you’ll need – sales letter, emails, social media posts, press releases, etc. With your promotional materials in the hopper, your mind and energy will be freed up to focus on implementing your marketing, working your network, and fine-tuning your content. Plus, you’ll be less likely to skip key promotional activities because of a lack of time.
  9. Offer summer specials. To generate summertime income, create special early-bird offers. These might include discounted tuition, a buy-one-get-one-free ticket offer, or a special bonus, such as a private networking event with you the evening before your seminar starts.
  10. Take time off. Event marketing can be a high-pressure, high-stress activity. Take some well-deserved time off to rest and recharge, so that you’re full of energy once the fall season kicks off.

Right now, it’s easy to relax and think you have plenty of time to think about your fall marketing calendar. But summer will be gone before you know it. If you want to primed and ready to kick your marketing into high gear as soon as Labor Day is done, take advantage of the next 3 months to get your plans in place and resources lined up.

What others tips do you have for leveraging the summer months for better event marketing results? Share your thoughts* below! ~ Jenny

*Note: You will need to register as a site user to comment.

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Chambers of commerce are ideal resources to help you promote seminars locally, particularly when marketing an event targeted to small-business owners.

These membership organizations serve as a voice for local businesses. Business owners are typically required to pay membership dues to belong to the organization – a decision that serves to qualify your prospects as active and interested in business issues.

Here are seven top ways to partner with chambers to reach local business owners about your seminar:

1. Mail a flier to members. Create a two-page flier (one 8.5 x 11 sheet of paper, printed on both sides) to promote your seminar. Include all the details you think someone needs to know about your event to register, including who should attend, what they’ll learn, how they’ll benefit, a brief discussion of the problems you’ll help them solve, and what’s included in your registration fee. If you are offering a relatively short or free seminar, thus not needing two full pages of space to adequately describe your event, you may even have room for a registration form on the back.

Some chambers will allow you to rent their membership lists for one-time use. Others will send out your fliers on your behalf; this way, they retain control of their list. Such a setup can work in your favor. Because the mail will be coming from the chamber, members are far more likely to open it than they would be if receiving a piece of promotional mail from you directly.

2. Place an ad. Most chambers publish newsletters or some other form of member publication. Reserve advertising space in the publication to promote your seminar. As with all forms of chamber communication, most members will read the newsletter, ensuring that your ad gets exposure.

3. Secure an event listing. Some chamber newsletters also publish a calendar of upcoming events. Contact the chamber or send a press release to secure a place on the calendar for your event.

4. Submit an article. Inquire about whether the chamber accepts articles by guest writers. If so, this can be a great way to demonstrate your expertise. Pick a topic that is urgent and important to local business owners, and share your tips for addressing the issue. Of course, ensure that the topic relates to your seminar. In the short paragraph that provides details about the author, mention your upcoming seminar and provide your phone number and email address so readers can get in touch for more details about your event.

5. Become a guest speaker. Most chambers hold regular meetings for members. Inquire about the possibility of becoming a guest speaker. Be sure to select a topic that directly benefits local business owners, and deliver a value-rich, education-based program.

6. Attend networking events. Attend as many chamber of commerce functions as you can, and set a goal to meet as many people as possible. Come armed with business cards (tip: on the back of your card, print an offer to visit your web site to sign up for a free educational resource) and bring seminar fliers to pass out.

7. Call members. Request a copy of the membership directory so that you can call members. If the chamber does not provide member information for marketing purposes, check the chambers web site. Many list member businesses on their web sites as a way to bring exposure to local companies.

Be aware that many chambers limit access to some of the promotional opportunities listed above to members only. If you find that you can’t take advantage of advertising, guest speaking or other ways to connecting with chamber members, participate as much as possible in the activities that are open to you as a non-member.

Get to know members at all the chambers of commerce in your area. When you find groups you like or if you are committed to becoming a well-known resource to local small businesses, join the chambers in your area. Your active participation will be build valuable connections that will enable your seminar business to flourish.

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If you keep a swipe file of seminar promotional materials, you’ll soon see that registration forms typically don’t get the respect they deserve.  They’ll usually crammed into a fraction of a page at the back of a brochure. Online, they often coldly ask for the registration’s name, address and credit card information, nothing else.

In fact, the response form is a critical piece of your promotional package – so important that many top copywriters will start writing this component first to ensure that the copy is crisp and compelling rather than tired and ho-hum.

Your registration form should include several key sections:


  • A summary of your offer. Summarize what exactly attendees are signing up to get. Many prospects will click through to your registration form soon after they become interested in your copy because they want to quickly see what your bottom line offer is. If you merely present the price on your registration form, you lose an opportunity to educate them about the incredible value they’re getting for the asking tuition rate. When marketing online, set up your shopping cart to include this information before visitors are asked to enter their contact and payment information. Alternatively, you can place a “fake” registration form – basically, a graphic that contains the summary of your offer – at the end of your sales letter. The graphic would then contain an “Enroll Now” or similar button that would take visitors to your shopping cart, where they’d complete their buying transaction.
  • Tuition calculation. Include a section that clearly states how much your regular tuition is, which discounts your registrants are entitled to, and how much they’ll be paying to attend.
  • Registrant information. Ask for all of the contact information you’d like to get from attendees, from basic details like name and address to extra information such as the number of employees at their company.
  • Payment information. Provide a host of payment options, such as check, invoicing, credit cards, and PayPal. Make sure that it’s easy for registrants to identify how they are paying.
  • Registration instructions. Your goal is not only to get prospects to fill out their registration forms, but also to return them to you. So don’t make them hunt for your mailing address, fax number or phone number – make these details pop off the page.


For maximum ease of use, instruct your graphic designer to allow plenty of room for registrants to fill in their information – especially for the spaces where they are to provide their email addresses and credit card numbers.

Also ensure that each section of your registration form is clearly labeled, so registrants can see at a glance that they’ve provided all required information. You may want to go so far as to label each section with a number – for instance, “Step 1: Your Contact Information” and so on.

Registration forms shouldn’t be an afterthought. They are critical part of your marketing package. Whether used online or in print, ensure that your forms include the essential sections outlined above and are designed for each use by registrants.!Facebook!MySpace!Yahoo!Squidoo!Ask!AddThis Social Bookmark Button

When trying to identify a winning topic, most marketers and product-development experts will tell you to find a hungry crowd, discover what that crowd wants ... and then deliver it. Following this school of thought, you could pick any audience, find out what those folks want, then deliver a seminar, teleseminar or webinar to provide the information they are seeking.

But this approach overlooks a huge component in formula for success: YOU!

To understand why your passion is key to the success of your event, consider the fact that words make up a mere 7 percent of communication. The rest of the meaning is derived from nonverbal communication, such as body language and tone of voice. If you are not passionate about your training topic, your disinterest will shine through during your delivery. Your lack of enthusiasm also spills over into your marketing materials. After 15 years in the marketing field, both leading projects and writing copy, I've seen firsthand how lack of interest leads to ho-hum marketing copy. To generate registrations, your copy must snap and pop, so that it grabs and holds your prospects' attention.

Likewise, if you're using video or audio tools to promote your events, your lack of enthusiasm shines through, subtly communicating to prospects that your event is dull, not that great, and definitely not worth the investment of time and money.

Another reason to ensure you are passionate about the topic you choose: if you are successful, you will be delivering your training for a long time. Passion will sustain you over the long haul; a topic that bores you from the get-go will be torturous to deliver before long.

For the greatest success -- at least, if you're delivering the training yourself -- do not search only for a hungry crowd. Instead, look for a hungry crowd with which you share a passion. Then develop the training programs they need and want. If the hungry crowd you already work with is craving a topic for which you have little interest or familiarity, find another speaker or trainer who has the experience and passion to deliver a knock-out presentation.

For example, my passion is promoting seminars. Although I'm often asked for advice in promoting trade shows, that's not my passion or expertise. So I pass on serving that hungry crowd, knowing that there are other experts who are far better suited to take care of that niche.

On the other hand, some members of my existing hungry crowd also need training on event management. Again, this is not my expertise. But because the topic is something my *existing* audience wants, event management training is something my company could provide if I brought in a trainer better suited to teach the course.

One note on the "find the hungry crowd" concept: You'll often hear that you need to find a large crowd to justify the time you'll spend developing a seminar, teleseminar or webinar. If people aren't searching on your keywords, for example, there may not be a big enough audience to produce the revenue you want.

However, the size of your universe isn't the most important factor to predicting the success of your event -- the hunger of your crowd is. It's far better to market to a smaller, tightly targeted crowd that's starving for your training than a gigantic mass that's merely looking for a snack.

This is, really, the definition of a niche -- a small target group that has special requirements. The more tightly you can match your message to what they want, the greater success you'll have filling your events.

Do you agree or disagree that passion should play a role when choosing your profession? Share your thoughts below. ~ Jenny!Facebook!MySpace!Yahoo!Squidoo!Ask!AddThis Social Bookmark Button