BONUS DROP! Amy Porterfield Shares Webinar Engagement SECRETS!| Ep. 371

Jay Schwedelson: So we're releasing this special bonus episode and this is something we've never done before. So it's a test. Um, I had the opportunity recently to sit down, do a fireside chat with Amy Porterfield to really ask her everything I want to know about how she drives so much value out of webinars and bootcamps and small in-person live events that she does.

Jay Schwedelson: 'cause she really has built an incredible business tapping into these things. And for a lot of people, webinar tend. Down registrations is down. So this what she shares is amazing. And if you don't know Amy, she is a powerhouse. Her podcast, the Amy Porterfield show has over 60 million downloads. She is the person in the world of digital courses.

Jay Schwedelson: She's the number one person on the planet. She has a zillion followers. She's had over 90,000 students take her courses, and she's just awesome. She's a bestselling author of two week notice. So. I hope that you get a lot of value out of all of her methods, all of her stuff, and hopefully you like this format of an episode 'cause we have a lot of cool discussions like this we might share in the future.

Jay Schwedelson: So let me know and uh, here it is.

Jay Schwedelson: I am so excited about this next session. We have Amy Porterfield. This is the first time I have like a a celebrity type person that I have no bio printed out to read, because I've been following Amy for so long. I know it all. She's incredible. First of all, her podcast is my favorite podcast. The Amy Porterfield show over 60 million downloads.

Jay Schwedelson: That is a. Crazy wild number. You have to listen to her show. Uh, she is the bestselling author of two week notice, but she is known as the person for digital courses. She has taught more than 90,000 students. And the amazing part about this like empire that she has built is that she's done a lot of it by doing.

Jay Schwedelson: Webinars, food camps, masterclasses, small, intimate in-person events. She is an event professional whether she realizes or not. She crushes it with all things events and we're gonna dig into it with her here about webinars, in-person stuff, everything. So Amy, welcome to event. Fantastic.

Amy Porterfield: Hello my friend. I'm so excited to be here and I love this topic, so thanks for having me.

Jay Schwedelson: I, I cannot thank you enough for doing this, and I've attended so much of your stuff and you just do everything. Differently. You do. And that's what I wanna dig into. So enough of all the fluff stuff I wanna get right into it so we don't lose any time here. So. Let's talk webinars first, uh, even before I even get into webinars.

Jay Schwedelson: Do we love the word webinar? Are you like, is this like your favorite word?

Amy Porterfield: No. And I just recently read one of your newsletters that the word webinar we're not using, and I've been teaching my students that for a while, so I felt very validated, but it was something like. If you use it, like conversions could go down by 30% or something like that.

Amy Porterfield: Yes. So your newsletter's my favorite for the record. So I don't use the word newsletter. I use, I mean, sorry. Webinar. I use the word masterclass. So masterclass also workshop works as well, but we're not using webinar externally.

Jay Schwedelson: Yeah. I love that. And when you, I'm just curious. I'm off script already. That's terrible.

Jay Schwedelson: Well, when you use masterclass or workshop, uh, do the registrants think it means something other than a webinar? Is it like a different content format?

Amy Porterfield: It's not a different content format be, but because we've used webinar for so long, like when I came on the scene 16 years ago, webinar was like the hot thing and everyone wanted to get on one.

Amy Porterfield: But you usually sell on a webinar. And so when they hear the word now, I think most people are keen to be like, oh, well they're gonna sell me something. So I'm not sure if it will be valuable. But a masterclass, Oprah uses Masterclass, and then of course masterclass as a whole company. It just has an elevated feel to it.

Amy Porterfield: So whether you're only teaching or you're teaching and selling, I think it just creates, um, a feeling of a better experience.

Jay Schwedelson: I, I think it's so important that if everyone's not testing the name of the format of their event. Yeah. Right. They're missing one of the biggest variables that's out there. So one of the other things about, let's call 'em webinars.

Jay Schwedelson: I know it's a bad word, but one of the things about your webinars, I always feel this need to show up live. There's something in your. Marketing. I don't know what it is, but everybody else is. I ignore, I don't show up, and I always wanna show up to yours live. What is the secret sauce? What are you doing to get people to want to show up live?

Amy Porterfield: Okay, I love this question because to back up a little, when people show up live, your conversions are likely going to be, uh, better. And so a live experience, the perceived value of that is higher. So whatever you can do, if you're going to do it live. Whatever you can do to get them on live is really important.

Amy Porterfield: So the first thing is a little bit controversial and you'll wanna play with this, but Jay, you know how everyone gives a replay? They're like, yeah, if you can't show up live, get the replay. We really downplay the replay and sometimes we don't even. Offer one, and if you don't offer one, watch your show up.

Amy Porterfield: Definitely increase. And most people say they're going to watch a replay and they never do. Like, it's a very small, small number of people who watch it. And so I kind of like the idea of no replay. We'll do two of 'em live. So you can have different dates and times, but your show up is going to increase. I don't always do that, but it definitely works.

Amy Porterfield: Okay. So the other thing is, oh, go ahead. Sorry.

Jay Schwedelson: No, you, you go ahead. I wanna know keep going.

Amy Porterfield: Okay. The other thing is that I always offer a show up live bonus. So in the, this is important when you place it or when you talk about it, it's in the marketing. So show up for my masterclass, and if you show up live, I will give you this free guide, cheat sheet, checklist, template, whatever it might be.

Amy Porterfield: So we always have a special bonus that the minute you show up live, we pin it to the top of the comments and you get it. And so we don't make 'em wait till the very end, we just say, show up live, we're gonna give you this bonus. And that definitely increases show up as well.

Jay Schwedelson: Alright, let me go backwards then for a second with the show up live thing.

Jay Schwedelson: I'm curious, uh, that's a great tactic. I love that to people. Because you're giving out right away, right at the beginning. Yeah. Right. Do people just, okay, I showed up. I got the guide later. Smell you later. Is that what they do or do they stay for the whole thing?

Amy Porterfield: So you would think that maybe that could happen.

Amy Porterfield: We've tracked this very closely. It just doesn't, because people are too busy. They're not gonna like stop their calendar just to get this like free guide and then. Peace out, like they're genuinely interested and there's a benefit to being there. Alright, I'll take advantage of that. So we tend to not see people bounce.

Amy Porterfield: However, some of my peers, they'll say, so glad you're here live. Wait till the end. I'll make sure to give you your freebie. So you could do either way.

Jay Schwedelson: Okay. Now with this whole idea of maybe no on demand or not often on demand, right? In order for that to work to get people to show up live. Are you aggressively highlighting the fact that there is no on demand in your marketing?

Amy Porterfield: Absolutely. So if we decide not to do on demand or replay, we will make it very, very clear. There will be no replay. You have to show up live. That's why we're giving you several dates and times to do so. But make sure that you show up live. So it has to be part of your marketing, and that's the secret sauce here.

Amy Porterfield: If you want people to get on live, it all is in the marketing. Not necessarily just when they sign up, but when you're getting closer to the event, all the email communication. So another way we get people on live is we have a whole email sequence from the minute they sign up for the webinar to the day that I'm going live till 10 minutes before I go live.

Amy Porterfield: We have a series of emails, nothing aggressive, but enough to stay in their, uh, at, stay in their attention the entire time. All the way to the end. And here's a little secret. When people sign up for a webinar, if they sign up closer to the actual live date, they're more likely to show up. So if you think you want two weeks to fill up a webinar, your show up rate's gonna be terrible.

Amy Porterfield: So we try to do like seven days before, usually not much more, maybe a few days before to test your ads. But a real good concentrated seven days tends to help your show up as well.

Jay Schwedelson: So, so, uh, playing off of that, do you not start promoting a webinar until like. Two weeks out. Like if, if you have a webinar, you know, three months from now, will you wait till just two weeks before will you start even like further out?

Amy Porterfield: Oh yeah. We don't even talk about the webinar until about 10 days before the live webinar. Wow. But we do a lot of pre-launch work to get people in the right mindset and excited that something's coming. So we do a lot of work for pre-launch, but we don't mention that webinar until 10 days before.

Jay Schwedelson: So what does that mean pre-launch?

Jay Schwedelson: Are you just start talking about the topic and then you say something? Do you actually say, get ready? Something cool is coming.

Amy Porterfield: Okay, so a webinar. When you say webinar J, do you typically mean you're gonna sell on it? You're gonna sell something at the end of the webinar?

Jay Schwedelson: Yeah, I guess. Okay.

Amy Porterfield: Same. Same. So let's talk about that.

Amy Porterfield: You could do webinars where you don't sell. Yeah. But typically if it's a free webinar, you're gonna sell something at the end. So if I'm going to sell something at the end of my webinar, let me give you an example. For my own business, as you said, I teach people how to create digital courses. My program is Digital Course Acade.

Amy Porterfield: It's a $2,000 program. I offer it once a year, and I offer it at the end of my live webinars. And so the, the webinar typically is something that they need to know before they're ever ready to buy. Showing them the five steps it takes to create and launch a web, um, a digital course, or how to come up with your digital course topic and your price and your offer, like it's something robust.

Amy Porterfield: That's the webinar. So at the end of the webinar, they're like, wait, this is exciting. I could do this. And I'll say, great, 'cause your next step is to get inside my program. So that's the webinar in the course. The pre-launch to get people excited. I say to Prime, the pump can happen 30 to 60 days before you ever open your webinar, which means if you open your webinar, if you go live, that's the day you're selling your course.

Amy Porterfield: We call it cart open. So that's the day you sell your course or your program or whatever you wanna sell. So backing up to the pre-launch, 30 to 60 days before you ever announce your webinar, you're priming the pump. If you think about what you wanna sell on that webinar, think of all the objections you're going to get, all the reasons people won't buy, not enough time, not enough money.

Amy Porterfield: I, I don't have a topic for a digital course, so I would never get on a webinar about one 'cause I could never create one. I help 'em come up with their topic in the pre-launch time. I do it through my podcast. I choose topics that will lead up to the webinar that makes sense. I do it on all my social media.

Amy Porterfield: I sprinkle it in throughout the weeks. So if you look at 60 days before I do a webinar, if you look closely, you'll see little breadcrumbs all the way to the webinar topic and the course I wanna sell.

Jay Schwedelson: Oh my God, I feel so unbelievably unorganized. I mean that's because it, because you know what, a lot of times, like our webinar is this other thing and we're not talking about that topic leading into it, but that makes so much sense.

Jay Schwedelson: Oh yeah. Getting everybody on the same page. Uh, and again, this is off. I. Off script. But is that because you have a content calendar that you're laying out for like a year and you're like, this is the plan?

Amy Porterfield: I'm not that good. So I am very mindful of when I do any kind of promotion. So I'll know, let's say it's January, I'll know the promotions I'm gonna do throughout the year.

Amy Porterfield: And so if I'm gonna do one in August, I'll back it up a little bit and say, okay, in June and July. I gotta be creating content that makes sense for the webinar I wanna do in August. So a promo calendar, at least to know what's coming down the pipeline. I think it makes it so much easier to convert when you get at least that organized.

Jay Schwedelson: Okay. I got some work to do. I, I'll do it. I'm on it. I'm getting there. I'm kind

Amy Porterfield: of an organized Queen Jay. It's kind of Yeah, I

Jay Schwedelson: know. I know you are organized. I always feel like a. Slacker when I talk to you. Um, so, alright, but what about, um, everybody else? So now you, you've got these people to show up, but you still, I mean, you're not getting like 95% show up rates here, right?

Jay Schwedelson: No. I mean, what are you doing with the other 50% of the people that don't show up?

Amy Porterfield: Yeah. So on average, people are seeing around 30%, 35% show up rate. So what about all the other people? Great question. So if I'm not doing replays. I will then email everybody who did not show up and say you missed it. But I have one more live webinar coming up tomorrow.

Amy Porterfield: It's, it's really soon. So you missed it. There's no replay. Here's another opportunity and I get them to sign up for the new thing. Maybe as easy as just click here and your automatically signed up 'cause I've got your name and email. But we, that's what we do immediately after. But let's say I have a replay.

Amy Porterfield: This is, this is important to hear. So if you have a replay and you just did a webinar and a bunch of people didn't show up, the people that did show up but did not buy the email you send them is about what you sold on the webinar. It's not a big, Hey, here's the replay. Why would they need it? They don't.

Amy Porterfield: But sometimes the mistake I see people make is send a blanket email to everyone who signed up for the webinar, whether they attended or not. Hey, we're doing another webinar, or here's a replay. Makes no sense. So segmenting is where the money is. So everyone who was there but didn't buy, we're going to introduce the program.

Amy Porterfield: And in the PS, maybe if you, if you want the replay, here it is. 'cause some people asked for it, those who did not buy and did not attend. So of course they didn't buy. They're getting the welcome to the next on we call it an encore. And having them do that. Now, let's say they never get on a webinar, okay? So there's a lot of people that don't wanna get on a webinar.

Amy Porterfield: What I do is I send out what I call a sales booster email series. So after I email everyone and put on social media, come to my webinar and I do my, let's say, two live webinars. The next day, everyone who did not sign up for the webinar, but they are on my email list or a segmented group or whatever. They all get information about the actual course.

Amy Porterfield: I sold no more talk about a webinar, but it's a series of emails 'cause I have to kind of introduce them to the product. Use testimonials and tell stories. There's like three or four emails. We call it the sales booster email for or series that no one who signed up for a webinar. They all get it. If you didn't sign up for a webinar, you get it.

Jay Schwedelson: So when you look at your Venn diagram of, of everybody that's signing up for the, the big one, the $2,000 program. Yeah. Is it like a tiny fraction of people that didn't attend a webinar that actually then convert? Are they like almost just a tiny sliver?

Amy Porterfield: They are a tiny sliver. They're, um, let me think about the last one.

Amy Porterfield: Maybe 15%. Okay. Maybe 15, maybe 20 on a good day that they did not sign up for a webinar. However, they did. Engage in something, a really good lead magnet that led into my topic. Um, sometimes I do a sneak peek of my program and so they got to get module one and they could do a sneak peek of the program.

Amy Porterfield: Only 2% of my audience buy my $2,000 program without ever being on a webinar or ever touching one of my freebies leading up to it. 2%, meaning almost nobody. So the work you do leading up to doing webinars and selling is so incredibly important.

Jay Schwedelson: I think it's so important for everyone to hear. 'cause people think, oh, webinars, oh, nobody attend and nobody cares, or blah, blah, blah.

Jay Schwedelson: Your, your whole business is really being driven by, you know, we're not calling 'em webinars, uh, but essentially these webinars. And so the other thing I'm always curious about with your, with your content is you actually provide a lot of free. Value. And I'm always like, is she giving away the store? Mm-hmm.

Jay Schwedelson: Like, do you, are, are, do you like sit there and be like, okay, we can't talk about this 'cause this is the good stuff for the paid people. Like how do you delineate that?

Amy Porterfield: I have a formula. So what I teach my students and what I do myself, is I always say there can be a 20% overlap between what you sell and what you give away for free.

Amy Porterfield: So if you created a program, a product, a service, a mastermind, a ma, um, membership, whatever, and that's what you wanna sell. You can take 20% of that and move it into webinars, freebies, cheat sheets, checklists, whatever you want. No one will ever say a word. No one cares. And we don't pay that much attention to things.

Amy Porterfield: So it's never an issue. But a lot of times people are like, well, I can't say that. That's in my course. You can, you can pull it out. Usually in your course you're gonna go deeper or your program or whatever. But absolutely you could take some of that out. But here's a really great webinar framework. Let's say I only know my example.

Amy Porterfield: So my example is I teach you how to create and launch a digital course inside my $2,000 program. My webinar tends to be, here are the steps to take, a steps you need to take to create and launch a course. Like big picture, here's what it looks like. Here's some challenges you might have. None of it's the how, it's more of the why and the what, and then the how is, let me teach you how to do it step by step.

Amy Porterfield: Get in my course. So it could be very much aligned,

Jay Schwedelson: right? One one feeds into the other that Yes, I totally get that. So, all right. I'm, I couldn't be more of script. I, I, I sent Amy all these questions I wanted to ask her and or an

Amy Porterfield: organized girl. It makes me nervous, but I'm on my toes

Jay Schwedelson: at a single one. It's amazing.

Jay Schwedelson: So all one more random question before we get to live in person events. Sometimes you charge for your webinars, which is like wild. Everyone listen, like I wanna charge for a webinar. And then you charge like, I think it's $37. All right, I think, or something like that. Does that work? What? What is $37? Like?

Jay Schwedelson: Is that your favorite number? Like what's going on here?

Amy Porterfield: Okay, so to get clear, I don't charge for my webinars. What I've done, and this is, this is a really big deal. So if you're multitasking, come back to us. 'cause you wanna hear this. A lot of times, webinars alone don't work for a really big launch. If you're looking to make hundreds of thousands of dollars.

Amy Porterfield: Webinars alone aren't going to cut it for my new students who are just starting out. Absolutely. Webinars alone is where you start, but when you start to get bigger and start to do it more, you need a little bit more, uh, selling power behind it. So what I do is bootcamps, and so the bootcamps are usually about.

Amy Porterfield: Three, three days of training and then my masterclass, so three days of training. Then my masterclass, the bootcamps are $37 for a reason. When people pay, they pay attention. I used to do my, my bootcamps for free. I get like 10, 20,000 people in them, and then when I sold, my conversions were tiny because they weren't in it for the right reason.

Amy Porterfield: Now when you pay $37, it's a smaller group, but I can really focus on them, give them the attention they want, and I'm converting at like 25% in the groups, and that's a very big number. Webinars usually around 10, 12% a bootcamp. I'm converting at 25%. I've put in the work, I've done little trainings leading up to it.

Amy Porterfield: I've created a community. And the bootcamp could be just like four a week, but it's a community and you're teaching and you're live and then you're selling and it feels so good 'cause you have a connection with your audience. So I'm a big fan of a bootcamp that leads into a webinar for only the people in the bootcamp.

Amy Porterfield: Then you can do solo webinars out of the bootcamp for those who didn't sign up for it.

Jay Schwedelson: I think that's so cool. And, and you know, the word community is so overplayed now, but you really are able to kind of get a community of people Yeah. That are invested 'cause they spent the money and did you like, have to test a lot of different dollar amounts to land at 37?

Jay Schwedelson: Did you start at like 99, you went down to 20? Like I. Like science,

Amy Porterfield: uh, you know, I learned how to do bootcamps many, many years ago and the guy who taught me suggested 37, it's always worked. My friend's doing one now for 27 and she's killing it. And I have another girlfriend that did it for 97, so I don't think that part really matters.

Jay Schwedelson: Okay. Okay. I love all this. Alright, so now I wanna pivot to in-person events. All the people here, some of 'em put on uh, big in-person events. Some people only do online, some people put on really small in-person events. And you coming outta COVID. Before COVID, you were doing some in-person stuff, you took a break during COVID.

Jay Schwedelson: Good idea. So nobody like died. And now we're back to a little in-person action. So what is your in-person playbook? What are you doing in person?

Amy Porterfield: What I'm doing in person is I've decided over the last two years that I've put together some mastermind groups or small groups. So I have a group of 30 women who are making about 500 K, and they wanna hit their first million dollar year.

Amy Porterfield: So I call it the Millie Club, and it's 30 women that get together with me for six months. I do an event at the beginning, an event at the end, and the reason I told you what the group was about, because when my groups are really focused on one very specific thing, the events are incredibly powerful. And so we'll do an event in Nashville.

Amy Porterfield: That's where I live, and I like the events where I live so I don't have to travel. So two events in the Be um, one event in the beginning, it's. Two days I find a venue that's kind of a little upscale, 'cause these women pay a lot to be in this group with me. And we create this beautiful experience over two days.

Amy Porterfield: Sometimes we'll have a dinner or a cocktail hour. I bring in special guests. We do a lot of round table discussions. People get into small groups. I do tons of q and a very high touchpoint to me and to each other. And that tends to be the types of live events I'm putting on now. They're incredible. I love them.

Amy Porterfield: I'm a bit of an introvert, so really big groups. I used to do them very big events. I always hate 'em and then I love them afterwards, but I could really enjoy these smaller groups so much more.

Jay Schwedelson: So is that something you want to do more of? Are you like, oh, this is working. I'm doubling down on this. I'm gonna go to every city in America and do 30 people.

Amy Porterfield: Heck no. That's

Jay Schwedelson: never happening. But if

Amy Porterfield: more groups wanna come to Nashville, I'm open for business.

Jay Schwedelson: There you go. Amazing. So when you're setting up these small in-person events, is it like, okay, somebody goes, they check in, they get their badge, and here's their agenda. Like what is kind of the Amy Porterfield experience when someone goes to a small event of yours?

Amy Porterfield: So, like I said, I like to choose a really kind of upscale venue, so it has a good vibe. Like I, I do some at the Soho House, which is kind of fancy here in Nashville. And so when they come it's less conferencey. So we do some, we do name tags on the first day, but usually the second day it's such a small group.

Amy Porterfield: Everyone knows each other, but usually they come in and I do, uh, kind of a welcome presentation and then the whole day is planned with speakers and workshop type things. But I recently learned from one of my friends, Stu McLaren, he said. Um, he took a facilitator training and someone that was teaching him said, get your group talking in the first 10 minutes with each other, not just with me.

Amy Porterfield: And so what I do now is I get in there, I welcome everyone and say, okay, by the way, I want you to get in small groups and I want you to answer this one question before we get started. So now they're all chatty and they're all women, so it's very easy to get them all very chatty. So everyone's talking and it just breaks down that awkwardness of not knowing the person next to you or feeling like you don't belong in the room.

Amy Porterfield: That's a big thing when you, especially big groups in small groups, A lot of people don't wanna come out of their hotel room and get into the room. They're nervous, they don't like to network. They feel awkward. So anytime you can get them into communication and connection, they're gonna feel a little bit less nervous right off the get go.

Amy Porterfield: So I love that tip to get 'em in conversation right away.

Jay Schwedelson: Oh my God. I love that. And you know, something that I've learned from you and, and especially even during this session, which I think everybody could take from this, is that everything you're talking about, you've been shrinking your audience. Mm-hmm.

Jay Schwedelson: Right? You're, you, you, yeah. Charging at $37 to get less people, not just the big tent. Mm-hmm. You're having these small, intimate groups of 30 people. 'cause you get more out of it than the big people. That's a wild thing. 'cause you have this big thing going on, you know, zillions of people follow you and all, but it seems like you're very intentional about shrinking your audience.

Amy Porterfield: It's funny, I never thought about it that way, but you're absolutely right. And now that I think about it, I think when I first started doing it, it hit my ego a little because I had 20,000 people in a group look at me, all these people, and then the next time we did it was like 6,000. When we, when we said paid right, and it hit my ego like, wait a second, do people not wanna get in my group anymore?

Amy Porterfield: What does this mean? What if people see, I have less in the group, right? And then I thought, wait a second. That is not how I wanna run my business. I don't wanna run it by ego. I really genuinely care about the experience people have. I. And I wanna make money. So I, I'm, I like both. And so I do believe you make more money when you curate the group.

Amy Porterfield: You're very mindful of who's in the group and the experience you'll give them. So smaller groups tend to make a whole lot more money for me than the big ones. That kind of boost my ego a little.

Jay Schwedelson: I think that's such an important takeaway in all aspects for any marketing anybody's doing. People have an ego about the size of their Yes.

Jay Schwedelson: Email database. They don't wanna take off people that haven't engaged 'cause it'll shrink it or. We need our event to have this many people, but your playbook is, is the opposite, and obviously it's working. I think that's so cool.

Amy Porterfield: Yeah, I, I love that you pointed that out. I get, I didn't realize that, but yeah, it's a huge point of it.

Amy Porterfield: It.

Jay Schwedelson: All right, before we get to the attendees have been putting in questions. We have questions for you, we're gonna crush them, but we have to talk about, uh, bravo. So earlier, uh, Andy Cohen, uh, did a session. There was a lot of Bravo talk. I got my Bravo holic thing here, and I don't know how many people know about Amy, but Amy watches really bad tv.

Jay Schwedelson: Also.

Amy Porterfield: I do, this is why Jay and I are good friends, and when he invited me to be a guest. At this event and then he told me who the big name was. I was like, why aren't you doing it in person? I wanna be in the green room with Andy. So I was very jealous.

Jay Schwedelson: All So here's the question I not tell you. I was gonna ask you this and you're gonna be like, I'm you at me?

Jay Schwedelson: Alright. So you know what the start of all the Real Housewives shows? Mm-hmm. Okay. Everybody's got a tagline. Okay, everyone's got their tagline and now I want you to imagine for a second, they now cast Real Housewives of Nashville and Amy said yes, which would be amazing, by the way. Um, and I wanna know what is, what would be Amy Porterfield's, you know, tagline.

Jay Schwedelson: I should have

Amy Porterfield: thought about it before. I know I have to help me with this one. Yeah. Okay. So let's think of like, like what the other girls say. It's always my favorite. I really should have one, right? I think mine would be something around, um, I don't know exactly what it'd be, but it would be around making money.

Amy Porterfield: So I have this big passion to help more women make a lot of money in this world. So mine would be something about like. I'm making money, get outta my way, or something like that. That sounds crass, but if I'm a real housewife, I'm gonna be a little crass. Right? Right. Exactly. I don't know. I think it would be something, I should have thought of it sooner.

Jay Schwedelson: See that I didn't tell you that. Oh yeah. Well, okay, so I'm in Boca. I would do something like, um, I live in Boca and I do like eating dinner at four o'clock. Screw off. Yes.

Amy Porterfield: Yes. Because you're a golden girl.

Jay Schwedelson: I am a golden girl. That's so true. Let me ask you a real question, though. If they came to you and said, Amy, we'd love for you to be on the show, would you be on the Real Housewives of Nashville?

Jay Schwedelson: We're starting this up because I would. That would be amazing.

Amy Porterfield: Okay. Two. Two reasons why? Heck no. Number one, I am not mean enough. Like I am way too nice. They would hate me. That's true. I mean, I don't say that to toot my own horn. I wish I was a little bit more a little badass, but I'm a little too nice.

Amy Porterfield: Also, my husband would never, he divorced me before he'd say yes to that. It is never happening.

Jay Schwedelson: Alright, fine. We were not gonna see you in the Real Housewives of Nashville.

Amy Porterfield: Dang it.

Jay Schwedelson: Damn it all. So let's get to some of the, uh, attendee questions that are coming in. There's one that's coming kind like multiple times here in different capacity.

Jay Schwedelson: So my team kind of summarized it for you. So let me ask you this. Um, you have your act together. It seems like everything you got going on crushes it. Nothing Amy does fails. It only all works, right? So we, everybody wants to know what challenges, uh, when you're putting on, let's say an in-person event or webinar, what hiccups or challenges have you had to overcome?

Amy Porterfield: One of the big ones that I didn't know. 'cause I'm a little bit new to these smaller events too. But I did this even when I did a big event. I don't get the venue early enough. I get these ideas for the event. I choose the dates I want, I get excited, start telling people and then realize, uh, I can't get the venue I want.

Amy Porterfield: So like soho House, I love that experience. Can't get it for my next two events. 'cause I chose dates and then didn't land the the venue. So to me. Venue is everything for a live event, an in-person live event from the get go. That's one of the biggest mistakes. And then the second one is not putting together a PAG early enough.

Amy Porterfield: I don't even know what it stands for. Do you PAG? No.

Jay Schwedelson: Zero,

Amy Porterfield: something everyone else is gonna know in the comments. I forget what it stands for. You can look it up. But essentially it's just a run of show. Okay. And so what happens at each one of these? Um, each, about each 15 minutes of the event, really. And so the flow of the PAG, the run of the show is.

Amy Porterfield: So important because you wanna have enough time to let people network. And this is a mistake I've made. I pile it up, I give them all the speakers, I do all my trainings, go, go, go. And then I realize they just wanna talk at lunchtime. They wanna connect during the break. And so I've had a lot of white space now and I get so much great feedback from that.

Jay Schwedelson: Well, that's amazing because at this event we left absolutely no space to eat lunch and no space for any, like, not even space to go to the bathroom. Come on Jay. We get so much heat for it, but I'm, I'm well with virtual events. I'm always nervous that if we give people time to go and like whatever, they won't come back.

Amy Porterfield: I agree. I agree. Just go, go. Go. If you team go fast and run back. It depends.

Jay Schwedelson: It's fine. Um, alright. Alright, so one more question here before we run out of time. Uh, for your, for your in-person events, you mentioned on the virtual ones that, uh, you do it like 10 days out, but you prime the pump, the whole thing.

Jay Schwedelson: But for your in-person events. How far out do you start promoting those?

Amy Porterfield: Like two months, like at least. Oh, because, oh wow. I, our thing is people need time to get their flights and ki I work with a lot of women who have kids, so the kid, the daycare. So we try to do it like we start out slow, but we'll do a good two months to sell all the tickets into my live events.

Amy Porterfield: The big ones.

Jay Schwedelson: Oh wow. Yeah. So, uh, yeah. And then do you, I mean, is it a geo-specific promotion or are you going nationwide and people flying from nowhere? We're going

Amy Porterfield: nationwide. Yeah. We're going outside of the us We have a lot of people from other countries come in wildly enough. Even my small groups, I have people from Spain and from Holland and Denmark.

Amy Porterfield: So kind of wild people are dedicated. They're gonna make it happen.

Jay Schwedelson: You speak like 12 languages, so you could, it's easy. So it's easy

Amy Porterfield: for me, you know? Right.

Jay Schwedelson: Of course. You're like Duolingo in person. It's amazing. Um, you're so speaking of amazing. This is amazing. Everybody. We're gonna put all the links in the chat, but if you don't listen to Amy's uh, podcast, I don't know what you're doing.

Jay Schwedelson: It's been rebranded. It's the Amy Porterfield Show. It's my favorite podcast. 60 million downloads. She's incredible. Uh, check her out on Instagram everywhere. It's her name everywhere. Amy, thank you so much for being here.

Amy Porterfield: Always a pleasure. Your events are the best events on the internet, so excited to be a part of it.

Amy Porterfield: And thanks a lot, Jay.

Jay Schwedelson: And by the way, we're gonna see Amy at Guru Conference, so I'm twisting her arm. So if wanna talk about email, we'll see you at Guru Conference. All right, we'll see you soon.

Jay Schwedelson: Isn't Amy awesome? Listen, she puts out a lot of great content, and she didn't tell me to do this, but I'm just telling you, you're gonna wanna consume her stuff. If you go to amy porterfield.com/newsletter, you can get her on her amazing email newsletter, and her podcast is absolutely one of the best podcasts on the planet.

Jay Schwedelson: The Amy Porterfield show, she's sharing great stuff all the time. I hope you check it out. Hope you enjoyed this episode and uh, later.