5 Mistakes From Our First Live Event

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If you’re thinking of hosting a live event, then brace yourself for this eye-opening episode where Igor reveals the top five mistakes you must avoid. Drawing from his extensive experience in event hosting, he shares invaluable insights that will save you from common pitfalls and ensure the success of your event.

[00:00] In this episode, Igor exposes the potential roadblocks that can derail your event and provides practical solutions to overcome them.

[02:16] Hosting The Event In Toronto:

  • The first mistake was to host it in Toronto.

  • We decided to do it in our hometown. It just made things easier. We didn’t have to stay at a hotel so I could sleep in my own bed. I could still see my kids in the evenings, and just overall I didn’t feel that I was away from home.

  • Logistically it seemed like the easiest thing to do, and it probably was.

  • The problem was twofold. The first problem is it’s hard to get people to visit Toronto because although it’s a pretty neat city, it’s not a vacation destination.

  • It’s not like Maui or Hawaii where people can justify a vacation that’s also written off, but rather it’s also like it’s always about the business.

  • The other one is not really a problem with Toronto. It’s more of a problem with Canada in general. Turns out lots of Americans can’t get in.

[04:54] Committing To A Date:

  • Another mistake that we made, we basically had to commit to a date.

  • The deadline we chose was four weeks out, and that was a mistake. We should’ve probably committed to a later deadline so we had more time to market the event.

  • But even though we only had four weeks, we still managed to put 30 people in the room at $2,500 to seat, which is not bad. And it just goes to show you the power of having a list and a tribe.

  • But still, four weeks put a lot of pressure on us and put a lot of pressure on the attendees. It was not only about the marketing part of it but also about the fact that people, just make plans and four weeks out for a trip to a marketing seminar.

[06:35] Not Upselling At The Event:

  • We didn’t upsell anything at the event, meaning that we had no upsell opportunities, even though people were asking.

  • If you are to sell anything, make sure to sell it right there in the room. Don’t wait for them to go back home because then it’s not the same. They are back into their routine. They get busy, and distracted, and things change.

[08:29] Teaching Complex Marketing Secrets:

  • The fourth mistake was teaching complex marketing secrets, or I guess advanced email marketing secrets, after lunch.

  • It’s really hard to keep going with your presentation knowing that people are falling asleep without addressing it, without feeling butt hurt about it.

  • Next time we have to really make sure that we teach the complex and the advanced stuff in the morning and then we teach the lighter stuff and more entertaining stuff after lunch.

[09:44] Not Reviewing The Schedule:

  • The last mistake is that I actually did not review the schedule.

  • I delivered what was supposed to be a 45-minute talk in two hours, basically stretching it over more and more time than I should have. Then I had a whole section which I have not taught, through which I had to rush through.

  • Attendees mentioned that they felt I rushed through it. It wasn’t enough time. So we had to extend the program on the third day just to cover for it and make sure we devote enough time to show all the examples, to explain all the campaigns.

[11:34] Fear Of Hosting Events And Lessons Learned Along The Way:

  • I learned that once you do this one complicated thing once, it stops being complicated because you’re able to see the journey from start to finish.

  • When it comes to any project that scares the crap out of me, more often than not, what I find is I’m afraid of it because I don’t see the journey from start to finish.

  • Anytime I feel I need to bring someone on board to walk me through the process, what I really mean is to do the process with me from start to finish so I can see how it works so next time I can do it myself.

  • It’s not knowing the details of the process, that makes it seem complex, but when you get into it, it’s actually just like anything else.

  • It’s a series of steps taken in a certain sequence that then create an outcome. Your outcome can be 20% good, 50% good, or 100% good depending on how you execute these steps.

[14:47] Listen To More Episodes:



Igor Kheifets is an amazon best-selling author of the List Building Lifestyle: Confessions of an Email Millionaire.

He’s also the host of List Building Lifestyle, the podcast for anyone who wants to make more money and have more freedom by leveraging the power of an email list

He’s widely referred to as the go-to authority on building large responsive email lists in record time.

Igor’s passionate about showing people how to live the List Building Lifestyle.