To recap, the gravity well is the means for attracting people, pulling them in closer for more and more sales (think of how a black hole at the center of a galaxy draws objects to it, and also keeps the galaxy spinning and active). At the edge of your galaxy well are people who simply give you contact information in order to receive a free newsletter. But as they purchase your book and perhaps a few other items from you, they begin to feel the pull of gravity and start to spend more time with you, sharing more information (transferring energy, to keep the black hole analogy) and eventually making more expensive purchases.
Since seminars and consulting services are usually the most expensive products and services you would offer, the people who attend those seminars or use your services are already within your gravity well. But before then â€“ that is, before people are willing to spend hundreds or even thousands of dollars to attend your seminar or hire you as a consultant â€“ these people were part of your marketing platform. In all likelihood, they will have read about you, have become aware of your book and visited your website before attending your seminar.
Seminars, therefore, are a great indicator of the size and quality of your marketing platform. If hundreds of people attend your free or low-cost seminar, you can conclude that your platform is large. If, however, hundreds of people pay, say, $400 or more to attend your seminar you will know not only that your platform is quite large but also that your gravity well has drawn in a significant number of people.
We classify seminars as falling into two groups â€“ those you organize yourself, and those that others organize and in which you participate. Both kinds of seminars are important to your marketing-platform strategy though each has its own separate impact on the platform, and purpose for you.
We’ll explore in our next post seminars that you organize yourself.
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