Free events are one of the most effective ways to attract leads — but only if you design them to generate real business for your enterprise. Too many advisors and service providers host webinars, workshops, or Q&As that generate warm fuzzies… but no actual clients.
Here’s how to turn that around and make your next free event a steady source of paid work.
Why Free Events Work
When done right, free events:
- Attract highly targeted prospects
- Establish your authority and trust fast
- Give you a chance to demonstrate the value of your expertise
- Offer a clear next step (and a reason to take it now)
But if you don’t plan carefully, you can spend hours preparing, presenting, and promoting — and walk away with nothing but polite thank-yous.
The Step-by-Step Formula
Step 1: Choose a Topic with Urgency and Value
Don’t just teach what you love — teach what your client needs to know right now.
Ask:
- What is my target client struggling with this week?
- What can I help them understand, avoid, or decide faster?
- What’s the first step of the journey that eventually leads to hiring me?
- Do they need help with knowing what to buy?
- Are they struggling with how much to pay?
Examples:
- A business strategist might offer: “3 Hidden Costs That Are Killing Your Profit Margin”
- A tech consultant might offer: “The Fastest Way to Lock Down Your Business Email Security”
- A dress designer might address: “How to Buy Clothing Your Customers will Love”
Make sure the topic is:
- Specific
- Useful
- Aligned with your paid service
Step 2: Promote the Event to the Right People
- Share it on platforms where your customers hang out (not just LinkedIn groups full of peers).
- Partner with organizations, groups, or publications that serve your target audience.
- Email your list — or run a small ad campaign targeting your niche.
You don’t need a big audience. You need the right audience.
Step 3: Deliver Real Value — But Not All the Answers
Your goal isn’t to overwhelm or overteach. It’s to:
- Help people see the real problem
- Show them it’s solvable (especially with your help)
- Leave them clear on what their next step should be
Focus on:
- Examples and frameworks (not just tips)
- Solutions that provide lasting value
- Common mistakes to avoid
- Providing a clear path forward
Step 4: Make a Clear Offer at the End
At the close of the event, invite attendees to take action:
- Book a strategy session
- Download a deeper guide
- Join a paid group or program
- Hire you for a defined service
Avoid vague calls like “stay in touch” or “follow me online.”
Example:
“If you want my help applying this to your business, visit my website to book some time or call me on this number (your business telephone line).”
Step 5: Follow Up — Fast
- Send a thank-you email right after the event with a link to the replay (if applicable).
- Include the offer again in the email — many people need time to decide.
- If appropriate, follow up personally with high-interest attendees.
Don’t assume they’ll come to you. Reach out while the interest is still warm.
Bonus: Record and Repurpose
One event can become:
- A lead magnet (replay + email opt-in)
- Social media snippets
- Blog content
- A segment in your paid course or membership
Always get more mileage out of every presentation.
Final Thought
Free events can be a waste of time — or a major source of income. The difference is planning. Design your next one around a real business goal, and you’ll stop “giving away” your knowledge and start turning visibility into value.
