You’ve got a big event coming up. You’ve booked the venue, lined up the speakers, and opened registration—but the seats aren’t filling. Sound familiar?
This is one of the most expensive problems in the event marketing world, and after helping hundreds of coaches and entrepreneurs sell high-ticket offers from live events, I can tell you exactly where most people go wrong—and how to fix it fast.
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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.
❌ The Most Costly Event Marketing Mistake: Cold Traffic to Ticket Pages
Let me cut straight to it: the #1 mistake I see event hosts make is running cold traffic to a landing page that sells tickets directly.
It seems logical—get an ad up, drive traffic, sell some tickets. But here’s what really happens:
You spend a ton on ad spend
You get very few ticket sales in return
Why? Because buyers today don’t plan three months out. They’re not going to drop hundreds of dollars or commit their time to something they don’t fully understand from one ad scroll.
Think like a buyer. You’re scrolling through Facebook. An ad catches your attention—it hits a pain point. You click… and you land on a page selling tickets to an event three months from now, across the country.
What’s your first thought?
“This looks good… but I’ll wait.”
“I don’t know what my schedule will be then.”
“I need help now.”
Exactly. Today’s buyers are impatient. They want transformation now—not 90 days from now.
And that’s where the shift has to happen.
🎯 People Don’t Buy Information Anymore—They Buy Transformation
A decade ago, the pitch was “We’ll give you exclusive content, we’ll pull back the curtain, and show you things no one else will.”
That doesn’t work anymore.
We’re living in an age of instant knowledge. Anyone can type a question into ChatGPT or YouTube and get a solution in seconds. Selling information is dead.
What you’re really selling through your live event is transformation. Clarity. Momentum. A belief shift. That’s what moves tickets and converts clients.
✅ The Smart Fix: Sell Momentum Now, Deliver Implementation Later
If you’ve got a big event 3–4 months out and you’re wondering how to fill it, here’s the exact move we use with our clients:
Break off a piece of your core offer—a mini-course, a workbook, a 2-hour training—something that solves a very specific pain point today.
Sell that.
Deliver value now.
And include the event ticket as the implementation piece.
Why it works:
The buyer gets immediate results or clarity
You shift their belief system in advance
The event becomes a natural next step, not a leap
I’ve seen this approach fill rooms with 50 to 2,800+ attendees—even when the main event was months away.
🔥 3 Fast Ways to Fill Your Event
Here are the three best tools we use to warm up your audience and drive ticket sales without pitching a cold landing page:
- Workshops (3–4 hours, Zoom, interactive)
- Sell them low-ticket ($47–$97). Make it interactive. Deliver massive value.
- Ticket to the big event = bonus.
- Webinars (60–90 minutes, one-way)
- Still effective when done right. Great for urgency-based offers or front-end funnels.
- Still effective when done right. Great for urgency-based offers or front-end funnels.
- Challenges (multi-day, high engagement)
- These are my personal favorite. Done well, challenges give attendees micro-wins daily, increase trust, and lead perfectly into a ticketed event as the next step.
Want to go big? Use all three. One of our clients ran:
2 challenges
30+ webinars
Monthly workshops
…all leading into a single event with 2,800+ attendees. It worked because she planned it out, delivered transformation up front, and gave her audience clear, bite-sized wins.
🚀 Final Takeaway: Stop Selling Tickets. Start Creating Transformation.
If your event marketing strategy is just running cold ads to a landing page, you’re playing the wrong game.
Today’s audience wants clarity, certainty, and results—now.
They’re not buying an event.
They’re buying a breakthrough.
So give them one.
Start with momentum.
Deliver transformation up front.
Then invite them to the room where the deeper shift happens.
That’s how you fill your event fast, and that’s how you convert at scale.
