Podcast (group): Play in new window | Download | Embed
Subscribe: Google Podcasts | Email |
What are some easy, quick, and cost-effective tips for hosting your first pilot event? Why must you do an experimental run before truly giving it a shot? How can you use your tech tools for success?
In this second episode of a two-podcast series, LaToya Smith speaks about how to host an event with Dr. Tekesia Jackson.
Podcast Sponsor: Pillars of Practice
Ready to take your practice to the next level? In our Pillars of Practice E-Courses, you will find FREE resources designed to help you take your private practice to the next level:
Over 20 FREE Downloadable resources and tools
8-minute expert videos on a variety of topics to help make your private practice stronger
3 hours of video training to make growing a practice quicker
What’s your phase of practice? Click here to get full access, totally free!
Meet Dr. Tekesia Jackson
Doctor TK is a Licensed Clinical Psychologist, Therapist Business Coach, Author, and Content Creator. She is the CEO of Branding 4 Abundance, serving hundred of therapists annually to Design and Build an Abundant Mental Health Business and Lifestyle. Doctor TK has been a college professor for over 17 years and has built a profitable solo and group practice over the last 10 years. Her love for teaching and coaching has created an impact as a clinical supervisor, serving the re-entry population and program development through various non-profits across the country, all while being a wife and mom!
Visit Dr. TK’s website, and connect on Facebook, Instagram, and LinkedIn.
In This Podcast
- Use your technological tools
- Create a pilot event
- Start small and grow from there
Use your technological tools
One positive that came out of the pandemic in 2020 was that most of the world became adept and more comfortable with using virtual and online platforms.
Use this shift to your advantage!
Find your own [online] swag and your own model, and determine what your audience likes. What are they attracted to [digitally]? But also [you need to] understand trends.
Dr. Tekesia Jackson
Find the platforms that best suit you and your audience, and start studying and using the trends. For example, the word “webinar” is seldom used to spark and gather interest nowadays, and rather use the word “information sessions”.
Start to utilize language that will be attractive to your clients where they can feel at ease and want to show up.
Dr. Tekesia Jackson
Create a pilot event
Experiment first to get a feel of what you want to do, and what is expected of you, when the stakes are low.
Test the waters of your idea first. Reach out to your existing client base to get a sense of what your audience thinks of your idea before you invest a whole lot of time, energy, and money into creating something that they may not even want to partake in.
Maybe we want to nurture our audience first because the last thing we want to do for any launch or anything, including events, is [to] launch something [but] you don’t have anybody to launch it to.
Dr. Tekesia Jackson
For your pilot event:
- Get clear on what you want to offer, and see if somebody wants to pay for it.
- Imagine the client’s perspective: what would you want to have available to you when you go to a new event?
- Think of transport, food, WIFI, and parking – have these small amenities sorted.
- What will you need to run the event successfully? Even an assistant, like a friend to assist you.
Just be clear on what information or experience you are providing, and what I mean by that … is don’t give too much. Less is more.
Dr. Tekesia Jackson
Start small and grow from there
Your first event is not going to be your best – thankfully! Every time you reiterate something, both you and the skill develop a little further.
Rather than working yourself up to do something huge, start small, because it’s way more important that you start and give it a solid try than not doing anything at all.
What I’m getting at is [to] start where you are, use what you have, and consider where you are coming from … do your budget first, don’t do your budget after.
Dr. Tekesia Jackson
Events are expensive, so save yourself the extra pain by doing things small on the first run to get a bite before going bigger.
Books mentioned in this episode:
Useful links mentioned in this episode:
Check out these additional resources:
Meet LaToya Smith
LaToya is a consultant with Practice of the Practice and the owner of LCS Counseling and Consulting Agency in Fortworth Texas. She firmly believes that people don’t have to remain stuck in their pain or the place they became wounded. In addition to this, LaToya encourages her clients to be active in their treatment and work towards their desired outcome.
She has also launched Strong Witness which is a platform designed to connect, transform, and heal communities through the power of storytelling.
Visit LaToya’s website. Connect with her on Facebook, Instagram, Strong Witness Instagram, and Twitter.
Apply to work with LaToya.
Email her at [email protected]
The Grow A Group Practice Podcast is part of the Practice of the Practice Network, a network of podcast seeking to help you market and grow your business and yourself. To hear other podcasts like the Practice of the Practice podcast, go to www.practiceofthepractice.com/network.
You are listening to the Grow A Group Practice podcast, a podcast focused on helping people start, grow, and scale a group practice. Each week you’ll hear topics that are relevant to group practice owners. I’m LaToya Smith, a practice owner, and I love hearing about people’s stories and real-life experiences. So let’s get started.
Welcome back to the Grow A Group Practice podcast. This is part two of my interview, my conversation with Dr. TK. We’re talking about how to host an event and all the great information. Listen, if you did not hear part one, I need you to go back right now, listen to part one, gather all that good information, get your pen and pad, I don’t care what you’re writing, then type it in, put it in your phone. Make sure you gather that all up before you step in the part two, because it goes together. We got to have the basis and the foundation before we move on into how exactly we should host an event, where we should start. We all know we want to have those big events where we’re selling out arenas, but sometimes we got to jump in the free conference room or the room at the library, or the big office in your practice and start there and then go out. So listen, step by step, I know that you can do it. I hope this is on your list of goals for 2023. So check in and make sure you listen. Take good notes. All right, thank you always for listening.
Dr. TK, this is good stuff. I can say Tekesia Jackson, but I’m calling you TK because you said.
[DR. TEKESIA JACKSON]
No, say it all.
I’m just doing it because you said it again. Man, I’m like excited. I’m like, man, let me plan something, but whatever. But this is just really good stuff. I love the fact too, just before we move on, even the coachable and teachable part is extremely important. Because that’s what you’re saying. You had to be that way too, to get to where you’re going. This eagerness, this hunger, visionary, like, I see it. I’m going after it. If this is in my genius zone, I’m going to get it and I’m going to, if I fall, if I bump my head, I’m going to alarm keep going and no quitting me. For those who say, well, I’m prone to quit or not start, that’s where you got to be coachable and teachable so that you can press past that and not let that stop you. That’s awesome. So now let’s talk about, okay, maybe somebody says, listen, I got it. I wrote this down. Let’s talk about how to host the event. Now that it’s on paper, I got my get-it squad. I’m okay with failing. I’ve talked to other people now what are the next steps?
We’re in a world where, I believe 2020 opened up just super wide people’s desire to even have virtual events. I mean, webinars and stuff had existed, but like for me, I coined my own terminology. So I’ll say like virtual parties, boot camps, because webinars just sound so boring. So first things first, like logistics before we get into like, the steps of like choosing what type of event and how to go about that is, I would even say find your own swag or your own model and determine what your audience likes. Like what are they going to be attracted to. But also I’m real big with understanding trends because we’re going to talk about that. We talk about like venue space and stuff.
The trends right now is that webinar, the word is dead. One of the things that I’ve taught my higher level clients is like start using words like information sessions. Even masterclass, people assume you about to tell me something, and you are, but they will not even come to get the information that’s free. So start to utilize language that will be attractable to your clients where they can feel at ease and want to show up first of all to get the information. First I would say after that, think about do you want to be virtual or in person? Now, to be quite frank, if somebody has never done a live event outside of like a baby shower or something, I would definitely say, unless you have help and mentorship and you understand cash flow and budgeting for events and finding a venue space and all those things, I would say definitely test-drive the car and do a mini virtual event.
Let’s just say if somebody wanted to have a women’s retreat or holistic self-care retreat with people coming to do massages and all that stuff. Okay, that’s great. So maybe we should do a virtual workshop about why holistic care and self-care is important. Maybe we want to nurture our audience first because the last thing you want to do with any launch of anything, including events, is launch something and then you ain’t got nobody to launch it to. Because I tell my client’s like, we are not Beyonce. We cannot drop a record in the middle of the night. Then you quit and hit me up and say, see this launch stuff don’t work. No, it does work. Well, it don’t work for me. It does. You are not her. You cannot drop something and you ain’t even told me about it.
First of all, we ain’t even want to do it, so I would say first, get clear on what you want to offer and then start test driving to see if somebody wants to pay for it unless it’s completely free, like maybe you got a grant or something. So my way of test driving to even see if therapists will come to live events is my very first CE workshop was at my office. What I’m also starting to intertwine is use what you have. Don’t just try to go out and rent the biggest venue because you saw somebody on Instagram that posted balloons and stuff. Like no. Balloons, cost money. So I started my, I was in like a virtual space and I had my own office that I ran full-time but they give you credit to use the conference rooms. The conference room sits six to seven people.
So initially even before CE workshops, I was hosting workshops for my kids, like I say my kids, my therapy clients. We would have like independent living skills. That’s how I realized how functional that space was. I’m like, I got free Wi-Fi, free parking, we buy food, I can order pizza. It’s quiet on Saturdays, let’s win. So when the therapist does start coming up, I wanted to host my first CE workshop there. Now I’m going to tap into a few things. Space, work your way up to spending money. I didn’t have to spend anything to have that space. Also you want to make sure that the space has the things that you need to operate a successful event because if you go to a hotel, you’re going to have to pay for it.
So I’m going to show you how to do it for free first. My space, the virtual space, it had the free Wi-Fi for the hours I booked it. It had free parking because that is important, especially like I have events in New York. It’s a subway, that’s all you got. There’s no parking around there. I’m outside of a taxi, an Uber. So consider what it’s going to be like for the customer or the client to show up, the attendee. Also, what will you need to run the event? Will you need help? I always recommend even taking a friend or a adult child or a teenager with you because you never know if you’re going to have to need copies of something, you’re going to need a box of tissue. You don’t know what you’re going to need and the last thing you want is to leave the room with your attendees in there to go run downstairs and get a cup of water.
So bring somebody with you and then just be clear on what information or experience you are providing. What I mean by that wholeheartedly is don’t give too much. Less is more. I’ve taught my community that over and over again. As therapists, we tend to overload and overwhelm people because we have all these ideas, which makes us great business owners by the way, and visionaries. But at the same time, if you were a participant, I would want for all of my attendees to execute when they leave an event. So why would I give them 50,000 steps when I know they only going to implement one? They’re not going to remember the other 49. So less is more and be super specific. You can make it a four-parter or you can make it a whole week event.
That’s the way I would go about it in terms of low cost and that’s where I would start is looking at taking advantage of what they already have access to. Also like churches, if you are a spiritual person, depending on what you’re doing of course, and what you’re talking and how you talk, you can talk to your bishop or whatever denomination you go to and see if people know of community locations or colleges, even colleges rent out spaces. If you’re a nonprofit, let’s just say if we got a group practice, it’s a nonprofit, you and I know in LA they have a place like this downtown, you can actually do it for free. You got to pay for the food, but everything else is free, the whole space. Get help. Talk to people.
I think first things first, use the right language. Don’t say anything dry. It’s going to seem like it’s going to be boring, like exciting. Be creative with your words and your language. Speak to your audience well. You’re right, maybe teenagers don’t want to come to a webinar, you said. I get it, but you got to say something else and then so that they’ll want to be engaged. I love, test it out first. That’s huge.
It’s also hard because we see it on social media where, you’re right, I know you were being extremely, Beyonce drops it in the middle of the night. Every artist, even if you’re well known, can’t drop it in the middle of the night because everybody ain’t coming. Like they’ll miss it. But Beyonce has reached that level and that woman has trained since childhood to be able to drop a new project in the middle of the night and it to be platinum by morning before the sun comes up. But she was trained and worked hard at it. We all saw the documentary, I forget what it’s called, but we saw it.
But the other part is we look on social media and be like, man, and I fell into it too. So I’m not going to act like this is every therapist but me. But you look and you’re like, how do I do that? I saw them do it. How you do it or how do I get a hundred or this person can just say boo and they got to follow it of 2000 people. Because I think a lot of times and you’re helping us with that, that’s not the chase. When you step into your genius zone, you got to decide what you’re doing, why you’re doing it and you got to put the pieces, you got to test it, test the product before you go out there and build it and be hopeful
And make sure people want to buy it.
Yeah, because I think that that’s one of the hardest parts is that, I mean, I’ve seen my clients do this time and time again like, I want this product to be on the physical shelves or digital sales or in services. I’m like a lot of therapists, like when I interview therapists, my first question is, why did you choose this field and nine times out of 10 it’s because of something that happened to us or something we’ve been exposed to. So what ends up happening organically is we create ideas for products and services or events that we would’ve benefited from or that we wish somebody would’ve created for us. That’s why I’m a coach now. I do that, but I’m also not naive to understand that not every therapist is going to need coaching, nor do they desire it or they don’t even know that it exists. That means that not everybody’s going to pay for it, or not everybody going to buy it from you because you are still a part of the product. Like we are a personal brand because that can get mixed up online too, like, oh, I’m an influencer. No, influencer is like a case manager. They redirect traffic for affiliate links and then they get paid.
A personal brand, you’re not an influence, you’re a case manager. Like I always talk in therapy languages. I’m like, let me see who I’m talking to now. So they like, I don’t understand. I’m like, case manager. They’re like, oh yeah, linkage. So I’m like a personal brand, to me, all therapists are personal brand where people go to your website or your directory, they may not hear your voice, but they see your picture, they see how you write and they see how you show up on a consultation or a telehealth consultation these days. So they determine, that’s the test driving. That’s why I’m like, it baffles me when, like, I don’t want to do all this to get to this level when it comes down to products or services or events but I’m like, but you do it all the time in therapy though. People got to test-drive you to see if they even want to work with you unless they’re in a crisis.
That’s a good point.
So I’m like you know how to do it. Stop playing. I’m like, that’s why I’d be challenging them.
Even when you said less is more, you don’t have to go all out. It doesn’t have to be the valet, the balloons, the catered food from the 5-star restaurant. This may be something you made. I mean, let’s make a, but the fruit, your own fruit trade that you made with the fruit that you bought and picked out the farmer’s market and make it, it’s okay. What does go in like, when you host this event, whatever niche, whatever topic, less is more. What is something good that goes into it once I could be like, okay, did you guys, what’s the feedback? Am I making promotional album? Am I spending money on this stuff that they take? Should I put something in their hands that they’re leaving with my logo on it or is it a, I’m going to say a promise to come back, promise, come back y’all. It’s, or is it like, how can I get them back? So what is this, what’s the end goal?
So I like, I teach to, and they talk about it in like the digital product world, like an ascension model, so I just call mine like a branding ascension model. So imagine, for the listeners, that you’re looking at like a three level triangle. The bottom of the triangle is bigger and then it gets smaller at the top, so my idea of products and services, including the live event, is that every layer represents a product or service that’s helping a person climb up the ladder to your ultimate product. Another way to think about it is like, all roads lead to what? When my clients are talking about all these ideas, I’m like, do that lead to, I’m like to your VIP day? Does that lead to your live event? No, I just want to do it. Well, go do it with your kids. Don’t go and waste your money in your business.
I’ll explain mine. So like, this podcast, actually podcast is considered lead generation and informational, but nurturing your audience. Everything in my ASCE model is free on the bottom, that is email, marketing, text messages, Instagram, all that stuff, but then the goal would be that I’m creating content. If you want to host an event, just, just think of your live event or your virtual event as the end goal. If all I want to do with the live event, everything I talk about on my podcast, everything I talk about on Instagram is going to be related to the value that’s going to lead them or information lead them to understanding that there’s more to be learned and they should probably come to the live event to get the whole cake, something like that.
Then once they get a taste of this free information, then maybe the next one will be, I have an inexpensive, what we call easys offer or it could be $1000 something like I have a digital course. So the digital course is like the private practice stuff, but then, like I got multiple tiers, but then after the private practice stuff, it’s the mastermind. The mastermind is a part of the live events. But typically what you will see, that’s magic, 90% of our clients that are in our mastermind have been in our solo practice program. All of them who went in a solo practice program were on my email list or on Instagram or listen to my podcast for sometimes years. So what I’m saying is be clear on what your end goal is and then ask yourself what are, just take like one step back, what do I need to do to get people there? Then once, what’s one step back from that? Then at some point you’re going to run out of room to move back and that’s where you start. When you think about it that way and hosting an event —
I like that. You make it so simple, okay, take a step back but when you listen, you ran out of room, just start.
It’s going on Instagram and go live. That’s all you got to do. So yeah, so I’ll share with you like feedback and culmination of like different events because I know that some people listening may want to have like different types of events. I noticed that a lot of therapists want to have retreats because we’re therapeutic. So one of the bigger events that I had outside of like a regular educational one was a self-care retreat. It was right before 2020 November, 2019.
How much self-care we needed.
Listen, so my end goal, I want everybody to hear this, my end goal going in was that I knew that I wanted people to sign up for the mastermind the following year. That was considered an upsell for language. You offer them something of value and then you’re going to offer them something more later to work with them longer. So I knew that. Let’s go through each stage, so when you’re looking for venue space, I look for Airbnbs. As a therapist, as a psychologist, when I say doctor, they wanted to know was I doing medication, like all this other stuff and I’m like, yo, I’m a therapist, I’m a psychologist. So it was difficult for us to find an Airbnb, at least in the US with all the restrictions even before the pandemic.
But also you want to think about if you’re finding a space and they have to live there versus an actual live event is do you want everybody to have equal accommodations? I know for me I want to go to a spot unless I’m going with my friend. I ain’t sharing no room with another woman unless like, because I ain’t going to be in no bunk bed while everybody else got a king bed. So that made it difficult. What ended up happening is we found one spot, they canceled our reservation because something happened with owners and we were getting closer to two months in, found another spot and then it just went off to market. I’m like, dude, we got 45 days. So we found a house finally in the Hollywood Hills and it only had four bedrooms. Well, I wanted the 12 women to come, that’s not going to work.
So I ended up only having three women and I had already sold two tickets and I could have quit. I want everybody to hear about the quitter part. I could have quit and said I got 45 to 60 days, I only sold two tickets and they all coming from out of town. But I said keep going, keep going. I also believe that all of these obstacles happen for a reason because of what happened, I’m going to tell you about, I’m glad I didn’t have all people because I would’ve lost my mind. So I brought my assistant and a girl from my church to take pictures, use what you have. They were 20, they slept on a couch, do what you got to do. One of the issues was all of the women were in different time zones, Texas, New York, and California.
I woke up thinking I’m going to make them breakfast at 8:00 or 9:00 because I didn’t hire a chef because I didn’t have that much overhead because I didn’t charge that much on my first run. Be okay with raising your prices later. Everything ain’t going to be perfect. I woke up and all three grown women was making their own breakfast. Why? Because it’s lunchtime for them. I woke up late. So, rule number one, no time zones, rule number two, people got a lot of dietary restrictions in 2022. That is by far, if we speed things up, why I don’t host events at Airbnbs. I can’t now because I can now afford a chef but back then I didn’t have the overhead for it. So one person allergic to milk, one person allergic to citrus, like what are we going to do here?
Moving forward, I started hosting my events next at Las Vegas. Some of the hotels have conference rooms in the hotels rooms. So I did that in the pandemic and I was like, ooh, we have something. Then from there I just kept doing that over and over with eight people beyond the CE workshops. Eight people. Then I got a little courageous and I said, I want to be bi-coastal. I like flying to New York because we were going there two to three times a year until 2020. So flew over there, five people bought tickets, three people showed up, two people stayed because one person had like something personal happen. I still showed up like it was a hundred people in the room. Those women, one of them particular was in my mastermind for years after that years, years.
These things can build up rapport for the people you want to work with. But what I’m getting at is start where you are user, the resources that you have, but consider where do people are coming from, cost of venue, do your budget first. Don’t do your budget after. Like if you want to have balloons, price the balloons because this is going into how much people pay you. One of my biggest, biggest lessons is paying yourself. That is one thing that to be honest, as a host, initially my goal was just to break even because I knew that I had something to offer them while they were there. So I still made money just on the backend. However, in this season, starting actually this year, when I started hosting events, I’m like how much do I want to pay myself beyond the upsell? Then based on that number, that is now how I price my events, not figuring out how much I’m going to pay myself after it’s over because if that’s the case, you going to be broke. You going to actually be in the negative because you undershot like how much an event actually costs.
Ready to take your practice to the next level? In our Pillars of Practice e-courses, you’ll find free resources designed to help you take your practice to the next level. In there, you’ll find over 20 free downloadable resources and tools, eight-minute expert videos on a variety of topics to help you make your private practice stronger and three hours of video training to make growing a practice quicker. Head on over to www.pillarsofpractice.com.
So same way some therapy, if you cash rate the way you taught to look at, okay, how do you want to live, what you want to do before you price this out. So don’t just go with something 99, 95 because somebody else did it. You really do the numbers upfront to what you want to pay yourself. Do the budget first. I love that part. Don’t let your eyes be bigger than what you can afford. Again, to the start small, use your resources. If your homegirl, your homeboys photographer, tell them to come through. If you don’t have to do, cater at the 5-star restaurant, like we said before, hey, you go to the farmer’s market, you buy, make sure sanitary, then do what you got to do. I love what you said going, I think it was in part one where you said use the conference room. You don’t have to. Use your own space if it’s nice, if it’s affordable. I think Airbnb, I think it’s cozy. I think it’s cute and comfortable. I think it’s amazing. I see some amazing people doing great things with people flying in to see you. But you don’t have to start there. You can start with again your, like you say your genius zone. Test it out first with those around you. Test it out in your city first. Test it out in your neighborhood. Test it out within your, your get-it squad. Maybe they know people who know people. I love the idea of the test and not chasing the shiny object because everybody else is chasing it because that road is, that’s a packed road. Everybody’s chasing that thing. It’s going to build to something.
Yeah. It’s interesting because recently, and I think this is when you like reached out, I had just put out a video about like the conference, but I really wanted to tell people how much it really costs because a lot of people who came this year wanted to come next year. So I had, I’m an over-explainer in part of my human design, which can be a problem sometimes. But I wanted to help therapists understand the value of an investment with coming to a live event. So I had told them like, hey, if I do this again, it definitely won’t be the price that I offered it for because I didn’t even realize what I was stepping into. I had hosted events but it’s not until you host an event with a hundred or more people or seats for that matter that it becomes a different ballgame.
So when we did the budget, we were only looking at, oh well the food and beverage minimum at a hotel was $15,000. That was the lowest that I found, $15,000. This is something I had to commit to and sign a contract for before I sell my first ticket. The reason why my team was like, don’t you want to pre-sale tickets? I’m like no because then a lot of my people actually come from the east coast and the last thing I want to do is somebody buy a ticket and they can’t get a refund and they usually don’t travel. I’m not about to refund your plane ticket. So I just rather go all in and be on myself and realize I’m going to sell as many tickets as I possibly can, so just to get people a numbers breakdown of the shiny object at the end.
I’ll just tell y’all for real like what happened this past year. We were downtown Los Angeles, the hotel over there is by the Staples Center where the Lakers and Clippers play, so it’s not a cheap area. The hotel, even with a discount is hitting like $280 at night. We’re having an off season, like not even in a season. So that’s that. The food and beverage minimum, the lowest that I found was $15,000 and they were giving me a break because I had just had another event for a smaller group of clinicians. Then you got this thing called internet that does not work in the basement of the hotel, which is usually where the conference rooms are. Then somebody is like, well oh I’m going to stay in the hotel so I can use the free Wi-Fi they give in my room. No sweetie, when you walk through the room, it’s going to say conference Wi-Fi code please. The Wi-Fi cuts off.
Guess how much the Wi-Fi is. Even for myself. Unless they work out a deal, $35 per day per device. So you got that. Oh then we got the TVs because you want to be special. You want to show a PowerPoint. My first live events had no PowerPoint unless we were at a hotel, like in a hotel room. It could like air play it. So when they first gave me the quote I said absolutely not. We talking about $1,500 for a 40 inch TV that I’m sure half of the listeners got on your balcony or in your backyard that you got from Walmart for a total of $300. They’re charging you per day $1,500 for one 40 inch TV. When you got a hundred people a 40 inch TV ain’t going to cut it for the people in the back of the room. You want to get a projector.
You want one of the microphones that you can throw across the room. Microphone is $800 a day. Oh, you got to pay for the technicians to watch their stuff and to set it up. This is all technology that we thrive off of that we have for free at home but you don’t realize, even for an extension cord to plug your stuff in the wall, your plug is $600 for two days. When we were in Vegas, we tried it out. We were like, well we paid for it though. We plugged in our phones. We were like, yoh, it ain’t charging. They literally came down there and was like, oh let me hit the switch. Y’all got to switch? These are things, we’re not even getting into decorations. Okay, you got centerpieces.
One thing I would recommend for anyone who’s listening, if you know that you want to have more than one live event, I would highly encourage you to think deep, deep about do you want to have it again. You may not know it until you do it, but invest in things that you can repurpose for a different event. Like for that conference, something downloaded inside of me and said put the name of the conference on the banner, don’t put the year. Because initially I was saying it wasn’t annual because I’m like it’s still the pandemic. I don’t know if we going to do this again once we started getting them prices. But then after they came they were like, oh y’all having another one? I’m like, well I guess so. But then I realized that, that’s the last thing I’ll say, events are not the way that they used to be in terms of the easiness of getting access.
So when I say repurpose your products or services that you have there, make sure that you’re buying items for the attendees that you can recycle if it’s like centerpiece and stuff, like fake flowers. But one of the things that we ran into this year, and it happened last year too, is that they’re no longer, unless you’re having an event that cost the amount of a wedding, these venues specifically hotels, are not allowing you to book out space until 60 days in advance. So think about that. If you have to market, sell tickets, get plane tickets, get a team to help you, your family or whatever, and buy all this stuff that might even come out the country, do you really think that you’re going to do a Beyonce again and sell a hundred tickets and buy all this stuff? And you also have to sign a contract that even if you bow out, you lose your money, you don’t get it back. There is no refund policy. There is no traveler’s insurance on an event. On top of that you’re playing around with other people with their travel and their hotel. So you really have to have an all in mindset these days for an event. That’s why I tell all my clients, oh start virtual. You don’t even sound serious. Start online. You can cancel a little Zoom meeting..
I got you. But that’s even more, I mean, I know that, and I love your, the realness of what you’re saying. Like the extension cord got me, you got me before that. But that was like, oh I got to pay for that. But it also helps, again, put things into perspective. You don’t have to start baby one, two, be careful because if you try to start you know how much it’s going to cost you. So again, it goes back to the point you made before. Test it and see. See who comes, give them a little bit and then when they’re there, tell them about the next thing you going to do. Tell them when you have a plan. Don’t just say check for me. Like nah, I’m going to need you to have a date or something, first quarter, spring, June, we doing this. So they’ll, and in between that I imagine part of your brand is going to be on social media constantly talking about it.
Or talking about the thing that I’m going to talk about at that event like the importance of that topic and then as we get closer because that’s what, for anybody who’s listening, if you want like a book to reference for any type of launch just to start, because not everybody’s ready for like mentorship and stuff is go on Amazon and buy a book called Launch by Jeff Walker. He walks you through the four launch phases of how, and there’s no timeline in terms of how many days in between. So don’t hit me up on Instagram asking like how many days between phase one and phase two? Because my clients ask that. It’s really based on what you’ve already done in your business.
So if you’re starting from scratch, you may have a longer runway. I’ve been doing this for a while and we gave ourselves a year this time to plan this conference because this past year we only gave ourselves six months and we got it all done. But we were like, this was a lot. So give yourself time but educate yourself from that book at least to see what are the four phases you should be going through. Because the first three phases are like in summary, the pre prelaunch is I got some drop in y’all soon. That will be the information of the tickets. The second phase is we go, we about to have the conference, y’all ready to go? Then the third phase is tickets on sale. Third phase may be the longest for an event. Be okay with that you may have a longer runway than anticipated. Like don’t stop until them seats get filled until the day of, like literally, unless you got a set up where you can’t.
I love this and I’m going to get that book. Dr. TK, what’s like, say people that are listening, they hung on part one, part two, what would you say to them like if they want to work with you, like listen, I got to get more, I need to hear her more or I need to be in this mastermind. How can people connect with you?
I would say for your listeners, especially if they’re already in group practice, I would recommend one the podcast —
Not all of them, some are solo and just thinking about groups.
Oh, okay. So pretty much going back to my attention model. I have a podcast, if you look it up on Spotify or Apple, it’s Doctor TK, like doctor spelled out TK. On my podcast I really talk about intentionally being abundant, whether that be for your personal life and or your business because I feel like for therapists it’s a mixture of we need both. We shouldn’t be choosing abundance in one area. Then definitely get on my, I’m going to say my email list. So you can click anything in my bio and probably get the freebie library, if you go to drtk.com/links. It’s also on my Instagram bio at Doctor TK Psych. If you click on links, everything that I, anything that I have going on throughout the year is always current on that link in my bio.
Prime example would be I had mentioned the group practice individuals or solo practice who want to scale, they should definitely tap into the conference for October, meaning they have time. We have a payment plan because we’re going to be introducing those clinicians to things like email marketing, black Friday specials, how to launch a product or service, how to expand even in group practice. Then from there we will tell them about the mastermind because the mastermind is a program where it’s only open once a year because currently those students work with me for a certain amount of months. But in the meantime we got CE workshops. I mean we got stuff. But I would say just stay plugged in because we get a lot of people and they’re like, I didn’t even know you had a conference. I’m like, that mean you weren’t paying attention or you weren’t opening up my emails?
Yes, go do that. There’s too much good stuff in.
I like to go a party. That’s one thing people know.
I pick them on that early. I got you early.
We have a bootcamp too. It’s not released yet, but it’s like a manifest a profitable private practice. That is completely free. We’ll be having that in the beginning of January, like the second week. I encourage people who have a solo or a group practice to attend because I’m a professor. So my way of showing, I think you going to love this, my way of showing people if they need help is by them grading themselves. I am not the coach that says all therapists need my program. Yeah, no they don’t because I don’t know if I, you don’t know who want. But what I do is on certain parts I’ll say grade yourself on these questions and if you don’t have these in place, this is your grade.
So at the end of the workshop, it’s actually easy for me to offer my product or service because I’m like well if you got a C, D or F. In grad school, that’s a fail. So your C, D or F dictates if you need our program now it’s up to you to decide if you’re going to invest in it. That’s on you. I can’t even bump about that. Then I just leave. So some people may see that twice and then they sign up or they just say connected.
This is so good. Dr. TK, thank you for everything that you said in both episodes. Thank you for even the list of how we can connect with you for the book, Launch by Jeff Walker. You mentioned so much great information so nobody should be out here reckless, you got something. Dr. TK took us through it. I know you want to get to a thousand people. I know you want to get to the hundreds and millions. I know you want to sell, I know you want different streams of income, but do the smart steps and the best steps so that you can move forward. Stay in your genius zone and don’t take for granted all the plea, the seeds and the great work you’ve done, seeds you’ve planted and great work you’ve done along the way because that’s exactly what you should be building upon. I always tell people, listen, your clients will tell you what your niche is. I mentioned your clients are already telling you what great events you could host and what they would come to if we would just be great therapists and continue to listen.
Exactly. In other areas.
Awesome. Dr. TK, thank you so much for today. Thank you for both episodes. Thank you for joining me. I’m going to stay in touch whether you know it or not. Now I’m connected to you and I’m staying in touch.
Oh yeah, please do.
Thank you. I appreciate you.
Thank you so much and thanks for all the listeners and tune in. We’re entering into a new year I’m sure by the time this drops and so if I can leave something with them, I would just say make sure that you get, I’ve been telling all my clients this, give yourself grace to change your mind. Life happens for the good or for the not good, but give yourself grace to look at your year each quarter because we business owners. You may have to change something. And it may be where you have to remove something and that’s hard sometimes because you want it so bad, but you don’t have a capacity for it as a therapist. And, or maybe you undershot your capacity and you can actually do more. So don’t play yourself either.
Amen. That’s good. That’s good. Well, thank you.
Thank you so much.
If you love this podcast, please be sure to rate and review.
This podcast is designed to provide accurate and authoritative information in regards to the subject matter covered. It is given with the understanding that neither the host, the publisher, or the guests are rendering legal, accounting, clinical, or any other professional information. If you want a professional, you should find one.