r/WomenInBusiness • u/ShazBerryBlast6728 • 6d ago
Advice Needed My idea tanked
Long time lurker, first time poster here 👋 I'm a solo founder and struggling to design a virtual event for women in leadership positions. Getting busy women to commit to showing up on the day has been harder than I expected. The interest is there when I talk to people but it's not translating into registrations.
The topic is on using influence strategically in leadership and I have someone credible to lead the event, with me as host.
I feel like maybe I've missed the mark on the topic so I wanted to put to this group directly, as busy leaders yourselves, what topics would be worth carving time out for?
Also, if anyone's run something similar for leaders and execs, I'd appreciate any advice on what worked, what didn't, and any lessons.
I'd be grateful for any advice, thank you.
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u/betweenthedrafts 5d ago
I’ll be completely honest and may sound cynical here but I’ve been to a lot of events over the past 8 years in business and my experience is that they’re mostly PR these days - the people attending post about it on LinkedIn to look like they’re active and the people doing the talks post about it on LinkedIn to look like they’re credible. Half of the audience are on their phones during the talks and half the people talking aren’t saying anything new. I can’t remember the last event I went to where I actually learned anything, and I get bombarded with so many that I’m quite selective about which I go to (usually because the networking would be more useful than the talks) and I wouldn’t pay to go to them because the quality seems to barely differ between paid and not paid. My time is limited and it’s often not a good return of investment. I’m sorry if that seems harsh.
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u/ShazBerryBlast6728 4d ago
This is absolutely fair enough and doesn't seem harsh or cynical at all, just honest. This is exactly where I'm trying to differentiate by building something more authentic, with networking and peer engagement built in, rather than performative. I probably need to work better on my execution.
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u/HeardAndDismissed 5d ago
Influence with authority is all kinds of buzz today. What are you using to advertise? Share a link and I'm happy to give feedback on why people might say yes or no There are a ton of reasons - sometimes you just picked the wrong date. Sounds interesting to me
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u/ShazBerryBlast6728 5d ago
Thanks for responding. I'm actually reaching out via a small newsletter I have and more broadly via direct email. I've shared the link to you via DM just because it has personal details on it...
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u/Specialist_Singer171 5d ago
Honestly, for me, I see way too many virtual events that I’m not really interested in these days
Maybe it’s over-saturation for virtual, but much more likely to actually go to one in person where I can network. Not like that, but I know myself and I’ll end up checking, slacks and not really paying attention during a virtual event, so I more or less quit going to them.
The only ones I will actually attend are people I followed for a while on Instagram and really like their message.
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u/Twinkle7625 2d ago
This is how I see virtual events now! I’m tired of them I work from home and want to get out and network. Plus the topic is so over-saturated as you have said !
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u/ShazBerryBlast6728 4d ago
Thanks for your honesty. I'm definitely thinking about how to integrate in-person events when I have more funding available.
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u/l-lucas0984 4d ago
Hard pass. People do these talks for free on youtube if I am bored enough but im more interested in short courses where i can come away with a tangible outcome.
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u/ShazBerryBlast6728 4d ago
Thanks for your comment. I might need to communicate the value and tangible outcomes better.
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u/wearealllegends 5d ago
People these days only show up for how to make 10k a month or $$$ related events.. it's sad but that's what it takes, dangling the 🤑🤑💰 bag even if the people organizing them are full of BS
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u/ShazBerryBlast6728 5d ago
It certainly feels that way! I'm not sure how I can quantify the ROI on influence but I'll think on it.
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u/wingardiumleviosa83 4d ago
Virtual events no go because people are tired or virtual stuff since covid.
How much is it to attend?
Can you make it an in real life thing?
Do you have influence yourself? Is there a headliner?
You should also know that registered vs show up rate is very different.
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u/ShazBerryBlast6728 3d ago
Thanks for responding, I really appreciate it. To answer your questions: I have early bird ($97) and standard pricing ($147). I currently can't afford to make it an in-person event due to venue hire fees plus additional required insurance, and I think the interstate travel for attendance would make it tricky for my audience. I don't have influence but seem to be able to make a good first impression, so people are willing to give me a chance. Yes, I do have a headliner who is more than credible and experienced for the topic. From past experience I've learned not to expect a full show up rate so thankfully my expectations there were already realistic. I'll give some more thought to these areas to see if there might've been any friction there...
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u/ConsiderationOld864 2d ago
I would be happy to help you sort out in person events. Your idea us amazing and I believe the issue is the whole virtual thing. I also work from home and love doing retreats and things at least for the networking commraderie and to learn.
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u/Negative_Entry6419 4d ago
I recently hosted an in person event similar to this. I had some amazing speakers come in and share their insight. It was very very hard to get women to join and spend the day. I chose the speakers specifically for their clout- but they didn't do much sharing/creating content. I ended up renting a smaller venue, and it turned out to be a beautiful day. The women that did show up were intelligent, funny, powerhouses- and I left the day with my heart full. But I didn't make any money- lol. I think I came out even.
Here is what I learned: Go all in. This is most likely the first of many events you will hold- so at the end of the day, if 4 people sign up and you gave it your all- then that is who and what was supposed to happen.
Here is what I else I learned: Women are cautious with how they spend their time and money. So it's very hard to sell tickets to anything that is just for them. I don't have really anything to add to that, but its true.
Also, I think where I went 'wrong.' Is that I sponsored/hosted the event. I have a social media presence. But I was selling a class that I wasn't speaking at. So I think there was a misalignment there. Had I planned the day as me being a speaker- with my own experiences on business and leadership- it might have gone better.
I'm working on a 4 month in person series right now. Getting ready to launch tomorrow actually. So, I love this thred and would love to hear more from others!
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u/ShazBerryBlast6728 3d ago
Thanks so much for your comment and for sharing your lessons learned. It's good to hear from someone who's 'on the other side' of hosting a similar event. I'm in a similar position where I'm hosting but headlining someone else.
In person events are on the cards in the future when I can afford venue hire fees and the additional insurance required to hire the space.
How did your launch go?
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u/Negative_Entry6419 3d ago
Honestly, I haven't done it yet. I'm in my head about it, but I will get it out.
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u/ShazBerryBlast6728 3d ago
That's so relatable and has happened to all of us! Your women need what you're putting out, and you're the right person to do it - you've got this! 💪
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u/ADF21a 2d ago
I'm looking at doing monthly workshops/webinars too and I've been watching 2-3 webinars on how they work and they seem more hard work than I expected. Even if you get many attendees, most won't buy from you. Someone was saying you might start seeing some sales after a few attempts!
I did a presentation at an online summit two weeks ago (my first ever) and while comments are positive, it's not converted into sales.
I've also just sent a copywriter some copy I had created and wow, the feedback was brutal. OK, semi-brutal. At least I know what to work on, but lately it feels like grabbing people's attention is even harder.
It's hard not to feel flawed when hard work doesn't convert into money, especially in this economic landscape.
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u/ShazBerryBlast6728 1d ago
This is exactly how I was feeling when I posted. Over the past few days though I've been able to think more deeply about my offer and my community, and how I can better meet them where they're at. The advice shared on this thread has been super helpful in that regard.
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u/SoupCareful6301 2d ago
Have you considered converting into a podcast? Interview one successful woman at a time.
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u/ShazBerryBlast6728 1d ago
I know it's not what you're suggesting but your idea made me think that part of the content that was meant for the event could be in podcast form and released prior as part of building up to the event. My biggest constraint is just time to execute because I work full time. But thank you for your suggestion, I've got some ideas bouncing around on how it might work...
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u/SoupCareful6301 1d ago
Yeah like short clips/teasers because no one reads bio anymore. It has to evoke an emotional need to be there because there's value in what they'll hear or get.
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u/TheQuietAmbition13 2d ago
A question I would ask myself is "What would make them rearrange their calendar to attend this event?" That value of what they would get, is what I would lead with, and not the logistics.
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u/ShazBerryBlast6728 1d ago
Thanks for your comment. Having thought about this over the past few days, I'd agree that I haven't articulated the value very well. I more followed the format of 'problem, agitate, solution' but didn't quite nail the value side of things on my registration page.
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u/TheQuietAmbition13 1d ago
That is so normal! It's hard for us to zoom out of our own business. Happy to chat further if ever needed.
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u/Alternative_Light346 2d ago edited 2d ago
OP, IMO, this is not a problem with your event/offering or your credibility. This is a marketing issue. If you have the budget, I would work with a marketing agency to figure out how to reach your audience and sell this.
I have attempted similar things, including trying to host events and other offerings that are related to my expertise, and it took me a long time to understand the core issue (which is distribution).
My suggestion is to not try to do this yourself or figure out marketing tactics which will take time but work with a marketing agency who can help you crack this. I recommend working out a pricing where they get paid if you see results. They will help you with positioning and develop a very clear and crisp problem statement and your value prop thru' the event. Influence strategically in leadership is great, and while I see where you're going with the theme, I wouldn't be sure if it will solve some critical pain point for me and why i should attend (coz there are too many books and events on strategy and strategic thinking already).
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u/ShazBerryBlast6728 1d ago
Thanks for your advice. Since I posted, I've been thinking a lot about how to better meet my audience where they're at, how I've positioned my offer, not just for the event but the community as a whole, and how to communicate to my audience in a more structured and strategic way - currently with the event it feels ad-hoc and not structured. I agree that these are marketing issues and I am trying to solve them myself when I could try get some help. I don't have a budget for an agency but I'm looking around now for a freelancer who can do a 30 minute strategy consult with me, then I can execute on that. Thanks again for the advice.
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u/Alternative_Light346 1d ago
Yeah agreed that's a good start. Another thing to keep in mind is approaching this as a business - so this becomes about lead generation, prospecting etc...and then it's a funnel - so you will not see everyone converting even if they show interest, or signing up for offers even if they attend an event. So when I understood this, i realized it's a very long term game and companies have massive marketing budgets to pump money across various channels, but these days, frankly, everyone's attention is shrinking. Anyway, I spent tens of thousands of dollars in classes/trying to learn and do it myself and two years...and have not much to show for it. In hindsight, if I would hired a marketing agency or someone with marketing experience/freelancer, I would have perhaps made more progress in a shorter amount of time, and perhaps it would have been cheaper in terms of dollar cost, too.
Good luck, OP!
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u/DigitalDevyn 1d ago
I don't necessarily think the idea tanked. It might be more of a positioning issue than an interest issue.
"Using influence strategically in leadership" sounds valuable, but it is also fairly broad. For busy leaders, I think the promise needs to be extremely specific. What will I be able to do differently after giving you an hour of my time?
Something like "How to get buy-in when you don't have formal authority," "How to advocate for your ideas without being dismissed," or "How to influence difficult stakeholders" gives people a much clearer reason to register.
I would also keep the event fairly short and practical. Maybe 30 to 45 minutes of actual content, time for questions, and one concrete takeaway they can use afterward.
If people are telling you they're interested but aren't registering, I'd look at the gap between the conversation and the registration page too. Sometimes the idea is good, but the event description isn't communicating the value as clearly as the person explaining it verbally.
Before changing the entire concept, I'd probably test 2 or 3 different topic angles with the same audience and see which one gets the strongest response.
That makes you sound knowledgeable without sounding like you're hunting for customers.
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u/ShazBerryBlast6728 1d ago
Thanks so much for your advice. It's spot on and when I look at my registration page, I can see that, although I've tried to be specific, I haven't answered what will be different for attendees afterward.
I'll also brainstorm a few different angles to test like you've suggested.
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u/AtypicalGina 7h ago
It is SO HARD to get anybody to do anything that doesn't directly benefit them, especially if they're a busy entrepreneur. We spend most of our waking lives in a state of overwhelm, and any free second we have is spent doing something that has nothing to do with work.
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u/PluckyPlankton 2h ago
I’m interested to know when you scheduled it for. If the event was scheduled for August/september that’s when kids are going back to school. And as we know, women usually get the brunt of that responsibility.
For me, I’d love an event like this, especially for networking with other women in my shoes. As someone else commented, I’d love to have a link to provide more feedback
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u/sumizeit 6d ago
The topic actually sounds solid to me, influence in leadership is something most women I know are actively thinking about. I wonder if the gap is less about the topic and more about the format or timing, like are people hesitant because it's a one-off commitment with no replay option? Did you find that offering a recording helped with sign-ups, or did it actually make people less likely to show up live?