What to do when “nobody” shows up at your event?


An attorney was hosting a “lunch and learn” for Chiropractors and didn’t have many RSVPs. She was thinking of canceling but went ahead with it after reading my previous post about how marketing is like riding the bus.

Anyway, she didn’t ask for my advice but I offered her some. I told her to move most of the chairs to the back of the room or to another room so that it doesn’t look like you expected 30 and only a few showed up.


But what do you do after the event? And what do you do for your next one?

After the event, you email (or call) everyone who didn’t come and tell them they “missed an incredible event”. (Wasn’t it incredible that so few showed up?) You intimate that they missed something great, making it more likely that they will come next time.

And, next time, don’t announce the event or invite people to it–sell it.

People are busy. You need to persuade them that it’s worth taking their time to come to your event.

Tell them the benefits they will get and make ’em good.

Will they learn something they won’t learn anywhere else? Will they learn how to get more patients, save time, cut costs, or protect themselves? Will they get an edge over their competitors?

Will they get to meet someone special? Meet other DCs who are doing things they need to know about?

Will they be invited to your Facebook or Slack group, where they can network with their colleagues, exchange ideas (and referrals)?

Will they be able to get on a follow-up call or webinar or receive additional information that can help them?

And, share testimonials from their colleagues who attended your previous event.

Tell them you won’t do this again for another x months.

And then, call everyone on your invite list. Ask them to tell you that they will (or won’t) attend. Tell them, “seating is limited and we need to know if we should hold your seat or if it’s okay to give it to someone else”.

Do this and you won’t need to hide chairs, you’ll need to bring in extra.

Want to grow your practice quickly? Here’s what you need


If it’s free, it’s me!


This weekend I went to a free “shredding” event in our neighborhood. I brought three file boxes of old tax and financial files and had them torn limb-from-limb by a monster truck.

Quick, easy, and free.

In addition to shredding, you could drop off old electronic devices for safe disposal.

The event was sponsored by a local real estate agent, husband and wife team. They set up a barbecue and served hot dogs and bratwursts (I had two) and said hello to the people in line.

What’s the point? No, not that I only ate two brats, although that is remarkable. The point is that this was a simple and inexpensive promotion, so simple, even a lawyer could do it.

And shredding old documents is a natural promotion for a lawyer, no matter what your practice area.

I’m guessing it cost them a few hundred dollars to pay for the shredding company to send a truck for three hours and a couple hundred for dogs and cookies and drinks. It wouldn’t surprise me to learn that they got the electronic pick-up truck at no cost because the raw materials can be profitably recycled.

It looked like their “team” was there, helping out, so no labor costs. The city promoted it in their newsletters and website. The real estate brokers put up signs directing traffic to the event.

What did the brokers get out of it? Maybe a few people asking to talk to them about selling their home. And some goodwill and name recognition.

But I’ll tell you one thing they didn’t get. They didn’t get any propaganda (brochures, etc.) or notepads or pens into the hands of the folks. Which surprised me. I would have given everyone something, anything, with my name and contact information on it, along with an offer, e.g., free appraisal, free “get your home ready to sell” booklet, etc.

Anyway, summer is coming and it’s a good time to fire up the bar-b-que and hold your own event. Let me know when and where and what you’re cooking.

Marketing is easier when you know The Formula