What kind of people do you want to come to your event?

Sometimes, I hate “conventional wisdom”.

What is conventional wisdom?

The traditional path.

The easy solution.

The safe route.


Because that is what has been proven to work.

But how do you know it really does work?

You don’t.

Conventional wisdom means all too often people just go along with the convention.

They are afraid to leave the pack.

Usually, I’m afraid to go along with the pack.


Because there is little evidence of critical thinking when you just “go along”.

Anyway, I digress.

Conventional wisdom among infopreneurs says that you have to charge money for your events.  I was talking with a successful coach who told me that if you charge money for your event, even just a meetup, then the people who show up are people who are willing to spend money.  They are most likely the ones who will buy your high end products.  And your group is much more attractive to potential speakers or JV partners who may want to be on your stage.

If you don’t charge money, then you won’t be able to tell the good customers (i.e., the ones with money) – these are the ones who will buy your products and keep food on your table – from the bad customers (i.e., the tire kickers) – those are the ones who grab all the free information but never buy anything.

So, that’s good right?

Not necessarily.

The “bad customers” are some of the best people.

Not everyone is in it for the money.

Not everyone has money to come to your events.

Not everyone has their heart in the right place.

So, if you knew that only paying customers would attend your event, is that  a good thing?

It depends why you do what you do.

If it is only for the money, that is a good thing.

If it is for other reasons, then maybe not.

Part of what motivates me is the “psychic income” I get from helping others.  As I suggested in an earlier blog, most people need both psychic income and financial income in order to be happy.  By not charging for events, I am able to attract people who are not necessarily motivated by money.  That makes the world a better place.  I get to meet them and, when I share knowledge, I can help both those with money and those without.

What kind of people do you want to attend your event?

Only paying customers?  Or someone else?

Roger Glovsky is co-founder of Indigo Venture Law Offices, a business law firm based in Colorado and Massachusetts, which provides legal counsel to entrepreneurs and high-tech businesses. Mr. Glovsky is also founder of InfoCrowd, a networking group for information entrepreneurs and an infopreneur himself, actively changing the way law is practiced by converting his legal knowledge into legal strategies.

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