What else could you offer during the event that would allow you to charge more? Front row seating, a pre- or post-seminar 1 to 1 with you, lunch included, a signed book, a hot seat challenge (where they get to have their situation used by you as a case study), merchandise tables... the possibilities are legion if you just think creatively.

2. Market 'way early'.

Time is premium and you must get on people’s radars early and often. Let them put it in their diaries and work the rest of their schedule around it. Otherwise they’ll be too busy! Three months is a good lead time.

3. Get a sponsor.

Are there companies, associations, individuals or causes that would pay a few hundred big ones to splatter their merchandise on chairs, at tables, on banners and slides? Could you secure multiple non-competing sponsors who would love to have a presence in front of your target audience?

4. Seek strong alliances.

Who do you know who knows people who would benefit from being in your audience? Who has lists, databases, contacts and connections that could market the seminar for you in return for free tickets, sponsorships or a chance to pitch?

5. Offer some security.

Money back guarantees are tough to swallow, yet are rarely needed and much appreciated by your potential audience! You would also want to put people’s minds at rest as to your authenticity and expertise by including testimonials in your marketing. This reverses the risk and incentivises people to pay up and show up.

6.Carefully calculate costs.

You can easily lose out on seminars, which is fine if you can make up costs with ongoing fee-paying work. But a modicum of diligence in your figures can ensure you at least break even, and if you hit the mark, create another income stream for yourself and your company.

7. Use contra deals.

Could you use the help of photographers, video experts, designers, copywriters, marketers, consultants, experts and list-owners in return for a place on the top table with a guest of their choice?

Rob's Quick Tips