If you’ve ever hosted a live or virtual event, you already know the pattern.
You announce the event. You open early bird registration.
And just like clockwork… the first few tickets fly.
But then? Everything stalls.
Weeks—or even months—of silence. Until a last-minute scramble from people who wait until the eleventh hour to commit.
Sound familiar? You’re not alone.
But here’s the truth most event hosts miss:
More ads won’t fix low show-up rates.
And more reminders won’t solve your sales conversion issues.
You need a completely different event marketing strategy—one built around momentum, trust, and identity shift.
Let’s break it down.
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Make sure to watch the video, honestly, I’m much better on video than writing and there’s great info on event conversion strategies in the video that we could not fit into the blog.
Why Most Events Have Low Show-Up Rates (And How to Fix It)
Right now, industry average virtual event show-up rates sit between 55%–60%. For in-person events, it’s around 80%.
But what we’re seeing with our clients—when we do this right—is 90%+ attendance rates across the board.
So what’s the difference?
It starts with understanding why people check out after they buy their ticket.
Here’s what’s really happening:
They bought their ticket months ago, but their pain point shifted.
They got seduced by another coach or offer in the meantime.
They don’t feel connected to you—or your team—anymore.
They’ve lost clarity, trust, and emotional momentum.
Your job? Keep the trust and energy high from the moment they buy until the moment they walk in.
The Strategy That Moves the Needle: Sell NOW, Then Stack Trust
If you’re trying to get high-quality attendees to show up and buy at your event, here’s the move:
Start with a Workshop, Webinar, or Challenge
These short, live experiences help grow your list and solve a specific pain point today.
When people get a quick win, they associate that success with you.
Bonus: Your event ticket becomes the implementation piece.
Use Retargeting to Reinforce the Decision
Run four types of retargeting ads to ticket buyers:
Client success stories with clear pain-to-result journeys
Your personal story (written and video) of transformation
Social proof that mirrors where they are now
Micro content that tackles core objections
These ads keep your face, your message, and your outcomes top-of-mind.
Host Pre-Event Networking Events
These 1-hour virtual coffee chats or networking rooms are simple—but powerful.
Your salespeople meet the buyers early, creating familiarity and rapport.
When it comes time for the pitch, they’re not “just some closer”—they’re someone your attendee already knows and trusts.
Identity Shifts Drive Sales, Not Slides
What really moves someone from “maybe” to “I’m in”?
It’s not your bonus stack.
It’s not your price drop.
It’s not even your testimonials.
It’s whether or not your attendee sees themselves as the kind of person who joins your program.
If your content builds that bridge—if it moves them into a new identity—they’ll say yes.
And when that identity is reinforced through consistent touchpoints, personalized connection, and trust, your sales multiply.
Real-World Results: 15,000+ Leads, 90% Attendance, and High-Ticket Sales
One of our clients followed this exact model. Here’s what happened:
She ran multiple challenges, 30+ webinars, and monthly workshops.
She grew her email list by over 15,000 people before her event.
Every registrant saw targeted retargeting content and joined pre-event networking sessions.
When the event went live, show-up rate hit over 90%.
And because the sales team already had relationships with most attendees… conversions skyrocketed.
No more cold calls. No more hoping someone “books a sales call.”
Just clear trust, built over time—and primed for the sale.
The Real Takeaway: The Game Has Changed
In the old days, you could rent a hotel ballroom, toss up some Facebook ads, and fill the room.
Not anymore.
Now, attendees are savvier. They’ve seen the high-ticket pitch. They want proof. They want real transformation. And they want to trust the person selling it.
If you want higher attendance and conversion, you have to build it before the event.
Start small.
Stack value.
Build trust.
And when the offer comes? They’re already leaning in.
