"If you don't your like dinner, I will pay for it."

Two weeks ago, my lady and I were looking for a quaint dinner spot in Athens.


A man on the street attempted to woo us into his family restaurant. He went through the usual litany of ... great menu items, reasonable prices, and a complimentary glass of wine. Then there was the final part of his offer, "if you don't like your dinner, I will pay for it." The previous statement was presented with cool and sincere confidence. Truth be told, it was hard to resist. After an approving look from my lady, I responded with "ok, we're in!"

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Are you exceeding their expectations?

Are you exceeding your customer's expectations? Chances are, probably not. Events are often falling short according to customers feedback, online reviews, and survey data. Still, event organizers insist their event execution is beyond reproach. Hmmm!

It's rare, but on occasion, I attend client events. When I do visit, my goal is to stay in the background and observe.

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Stop effing around & do it already

Two weeks ago, I was honored to speak in Athens to an audience from over 25 different countries. After my talk, a few event organizers approached me to ask questions. One event organizer caught my attention. He told me about his 8,000-person email database that had yet to receive a single email.


Before emailing his database, he wanted to first create a brand and select performers for his event. Basically, he's afraid. That's part of being human. And as a recovering (and occasional relapsing) perfecting procrastinator, fear causes the loss of amazing opportunities. Both in life and in business.

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"Hookers host . . . Wine Tasting event!"

"Hookers host successful annual Wine Tasting event." Believe it or not, that was an actual article headline.

"Eugene, what the heck is going on here?!?!" I'm asking you to do a little research for your event. Specifically, research that involves successful modeling of events. Research regarding hookers?

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Question: "Isn't a thousand pages of info, a thousand ways to generate leads?"

Below is an excellent question to the "An important lesson learned from Queen" post.



wouldn't 1000 pages of info, (besides giving the very interested person much info) offer 1000 ways to generate leads and sell tickets -- targeting niches, keywords etc

your comments would be appreciated


Thanks for the question!

Here's some quick context on yesterday's email. In short, I recommend an event web site not be more than 15 total public pages, with few exceptions. In the email, I pointed out an event that had over 1,000 pages indexed in Google.

My answer to the question above ...

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Have you ever purchased a ticket to your own event?

Let me ask you a quick question, "have you ever purchased a ticket to your own event?" You might think this a preposterous question. How could this possibly be that important? Because you'd be amazed at how something as simple as selling a ticket could get royally messed up.


In 2011, a client was selling air show tickets at a local grocery store. My focus at the time was on online ticket sales. Honestly, there a very few reasons not to sell a ticket online for your event. But that's what the client decided, and it's their event. For whatever reason, curiosity got the better of me. The web site which I maintained for the client clearly stated that you could buy online or at the local grocer. So, while going to pick up a few groceries, I decided to try a ticket to the event.

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Does your event suffer from being overly generous?

Date: 2/24/2019

Right now, our local area is under a severe wind watch for the next 12+ hours. The forecast is calling for wind gusts up to 75 Mph / 120 Kph. Forecasters are predicting widespread power outages and property damage due to high winds. If you listen to the local media, there is plenty of discussion about being prepared. "Are you ready when the power goes out?"


The same cautionary approach above needs to be applied to any event. "Are you ready for when things don't go as expected?" It could be anything. Hopefully, it never happens. But if something bad happens, are you prepared?

Years ago, a not for profit organizer was forced to sell their event because they couldn't pay their debts.

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Do you want 1MM or 20K people worth of event promotion?


Years ago, I found myself in a heated argument with an event client. The discussion ensued after I asked this question, "would you rather get the attention of 1 million people or 20,000 in the local area?" The client adamantly argued for 1 million people, "we want everybody to know about this event in the local area!" How dare I suggest anything different! My position was to focus on 20,000 people.

Which would you choose 1 million or 20,000 people?

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Your valuable customer data is dying!

One of the first places I start with any client is a customer marketing assessment. This proprietary assessment is a deep dive into several important marketing and financial data points.


Assessments involve straightforward questions that make most event organizers blush. Why? Because most event organizers cannot answer basic questions about their own event. Questions like, "approximately how many tickets did you sell last year?" Their response, "we're not really sure."

Or, "What was your most effective advertisement?" Then, several different answers are given. In some cases, event organizers don't even know where to find their own information. That's not good!

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Question: "When do I start selling tickets to my event?"

One of the most common questions I receive is, "Eugene, do you have any suggestion on when to start selling tickets to my event?"

My answer is directly out of the "The Top 10 Event Marketing Mistakes ... and How To Avoid Them!" Report. If you haven't received your copy, please reply to this email with your request. There is a powerful Client ONLY 60-minute video training BONUS at the end of the report. If you skip all the good stuff and go directly to the video, it's still well worth your time!


Here's an all-too-common phrase: "We have to get tickets on sale as quickly as possible so that people can buy early!" This "logic" gets applied regularly to event marketing campaigns. There is one major flaw with this thinking: it's completely wrong!

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Event Promotion and the brutal truth about Social Media

There is a high probability you've been lied to about marketing your event with social media! Things like, "you have you post often to Facebook, Twitter, Instagram, Snapchat to be successful." That's a BIG fat LIE! You don't have to post often. Most ad agencies are also charlatans in the social media equation. They try to sell you expensive campaigns with fancy looking social media posts that sell zero tickets. If you want to sell out your event, stop following the masses!

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Why I don't trust event ticketing companies ...

FAIR WARNING: "Buckle up" ticketing companies it's about to get rough!

Just imagine this . . . you're getting ready to send a ticket launch email to 52,000 fans. Months of hard work and negotiations have gone into making the big ticket launch possible. For weeks people have been begging you to buy event tickets. It's like all the stars and planets have aligned.


If you're going BIG, do it right! As with any ticket launch, there are a series of pre-launch checklists to go through.

Here's a real-life story ...

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When being #1 in Google is a BAD!

Here's an ironic follow up to yesterday's email "When did you last Google your event?"

If you haven't already, please start by reading yesterday's advice. It will help contextualized what follows.

You're probably asking yourself, "how the heck can my event website being #1 in Google possibly be bad?" And yes, I do mean the number one organic or paid listing in Google search results. I'm not trying to be crafty here. As you probably know ... the number one search engine result position, almost always, gets the most clicks.

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When did you last "Google" your event?

When is the last time you "Googled" your own event? It seems like a silly question - until you do it!


About three weeks ago, I "Googled" a good friend's local event. The event is a debutante ball for the Ukrainian-American community. My friend is one of the volunteer organizers. Unfortunately, their Google search results were less than ideal. The top search result listing in Google wasn't for my friend's 2019 event, it was for 2017. When you clicked on the top search result link, you were taken to outdated information. If you’re an event organizer, that’s not good. Bad search listing costs events a ton of potential ticket sales!

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95-Year Old Marketing Trick Trumps Google

In 1923, Claude Hopkins published Scientific Advertising. Though the language is dated, nearly every principal is still applicable today! If you're serious about marketing, you must read Claude's book. Here's an excerpt from Hopkins' Scientific Advertising featuring a "95-Year Old Marketing Trick" ...

"To track the results of his advertising he used key-coded coupons and then tested headlines, offers and propositions against one another. He used the analysis of these measurements to continually improve his ad results, driving responses and the cost effectiveness of his client’s advertising spend."

In 1923, they were called a key-coded coupon. Today we call them promo codes. By using something as simple as a promo code, you get massive advertising insight. In many cases, advertising insights that trump Google Analytics! Yet for some reason, people consider promo codes a marketing gimmick and dismiss them. That's a massive mistake!

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The Advance Ticket Formula - Has Been Stolen!

Someone has been emailing out my super-secret ADVANCE TICKET FORMULATM. Previously it was only available to paying clients. The culprit is my "good friend" Roman Yako. He's one of those pompous (self-anointed) super-genius MBA types. And of course, a genuine blow-hard! :-pAdvance_Ticket_Formula_Eugene_LojHey Roman, if you're reading this ... "BUSTED!"

Before I haul him into federal court for stealing and distributing one of my prized trade secrets, read below. Roman’s email contains critical info, he STOLE from me, on selling out any event.

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Nobody Cares if You Help Kids with Cancer

Before you think of me as some heartless bastard, I've had cancer take my Maternal Grandmother and my Father. No family should have to go through the ravages of such a horrible disease … let alone a child!

Now that I have your attention - let's get to the point. This might be the most important advice to date. It is also going to be brutally direct. If you're a not for profit event organizer, you need to pay careful attention to what follows!

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"Secret Weapon" of the Greatest Ad Man

David Ogilvy was considered to be one of the greatest advertising minds in history. His U.S. firm of Ogilvy and Mather launched numerous successful advertising campaigns for companies such as Schweppes, Dove, Rolls Royce and Shell just to name a few. Ogilvy is also considered by many to be the “father of advertising.” He also had a “secret weapon” he used for advertising.

Here’s a 7-minute video from Mr. Ogilvy himself, it’s well worth your time to watch (1,381 Likes / 8 Dislikes):

The Ogilvy Way on Advertising and Marketing

What made Ogilvy truly unique in the advertising field was his focus on results-oriented advertising. Ogilvy’s advertising philosophy – and one that thrives today – is rooted in direct response marketing. In its simplest form, direct response marketing correlates the money you spend on advertising with a direct return on investment or ROI. This was done in a time without the Internet! That means, today it’s never been easier to track your return on advertising spend!

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A Massive "Must Have" for Event Success

What is the American inventor Thomas Edison best known for?


Most people respond with, “inventing the light bulb!” The incandescent light bulb is an extraordinary achievement that still shapes our modern day world. Ironically, most people are unaware that Edison did not invent the light bulb. A British man, Frederick de Moleyns, filed a patented for the light bulb almost 40 years before Edison. Some people also credit Joseph Swan.

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