Whether an event is free or fee-based, prospects need to be consciously aware that your events have tremendous value. Quantify this value with a sticker price and refer to intangible benefits whenever possible.

This perception of value dramatically improves response rates, decreases drop-offs, and attracts better qualified leads.

You may have seen this principle applied to art museum exhibits. When you walk by a giant mural of a red stripe on a white background, you don’t pay much attention to it. But place a price tag of $2.5 million on it, and suddenly people crowd around it, fascinated.

Originally posted on starshot.com