Omar Zenhom says the biggest mistake event organizers make is underpricing tickets. When you charge too little, you can't afford to create an exceptional experience, which makes the event feel mediocre and harder to sell. A higher price actually makes sales easier because people expect something remarkable.
I love running live events, and in those experiences of running all those events, I've learned what to do and what not to do. And listen, I know the 5 most critical mistakes because I made all those mistakes. I did every single one of them. But the number one mistake is that most people don't charge enough for their paid live events so that they can be able to spend enough to make an exceptional experience for the attendees. It's counterintuitive, but it's actually easier to sell an expensive event versus a mediocre event that is affordable if you're delivering exceptional value. People are happy to spend money if they know they're gonna get something in return. The bottom line is that people will pay for something remarkable. Underpriced events traps you. You underprice your event. You can't afford to make it great because you're not making enough profit, so the event is mediocre. So then it's hard to sell because it's kind of blah. The lesson learned here is that you have to charge enough to be exceptional, and exceptional sells itself.
