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Events create concentrated experiences. Attendees engage deeply over a short period. This intensity builds relationships faster than any other format.
The event ladder moves attendees from free exposure to paid participation to premium experiences. Each event type serves a different rung.
Free Webinars as Top of Funnel
Free webinars attract new prospects. Deliver genuine value while demonstrating your expertise. End with a soft offer for next-step engagement.
Structure webinars to leak your methodology without giving everything away. Leave attendees wanting more.
| Event Type | Purpose |
|---|---|
| Free webinar | Attract, educate |
| Paid workshop | Deeper transformation |
Paid Workshops
Paid workshops offer deeper transformation in 2-4 hours. Participants get focused learning and interaction. Price accessibly to encourage attendance.
Multi-Day Courses
Extended events (weekend workshops, week-long intensives) provide immersive experiences. These command higher prices and produce deeper results.
Conferences and Summits
Large events with multiple speakers and tracks. These can be produced solo or with partners. Conferences build community at scale.
Retreats and Masterminds
Top of the event ladder: multi-day retreats with limited attendance. Intimate, transformative, premium-priced. These create lifelong memories and relationships.
If you run events, map your offerings against this ladder. What rungs are missing? What could you add to serve attendees at different levels?