How to Add a Cash Injection to Your Free Event with a VIP Upsell

Hey there, Reader!

You probably already know that hosting a free workshop, a webinar, or a challenge is an excellent way to grow your audience and provide value.

But did you know you can turn these free events into a revenue stream while strengthening connections with your attendees?

Offering a VIP level is the perfect way to do this. Let’s explore creative VIP options—like exclusive Q&A sessions, personalized audits, and premium content—and walk through the step-by-step process to market this upsell effectively.

Why Offer a VIP Upsell?

Your attendees join your event because you’re offering a solution to a problem they’re facing. The VIP upsell works so well because:

• Attendees are looking for deeper insights and personalized support

• They value the opportunity to achieve bigger transformations more quickly

• It’s a low-barrier way to monetize while providing even greater value

Of course, this assumes your free content is well-aligned with your audience and delivers value regardless of whether attendees purchase the VIP offer. Now, let’s explore some effective VIP models.

Creative VIP Models

1. Early Access and Exclusive Q&A

Start the workshop 15-30 minutes early for VIP attendees, allowing them to ask questions and get tailored feedback in an intimate setting.

2. Post-Workshop VIP Debrief

Offer a private 30-60 minute session immediately after the workshop for follow-up questions, personalized advice, or deeper insights.

3. Access to Workshop Recordings and Bonus Content

Provide VIPs with access to recordings, slides, workbooks, templates, or checklists. Add a bonus mini-course or video to dive deeper into a key topic.

4. Personalized Feedback or Audits

For example, if your workshop covers marketing strategy, offer a mini audit of their website, social media presence, or branding.

5. VIP Breakout Group

During the workshop, create breakout sessions exclusively for VIPs where they receive your direct guidance and support.

6. One-on-One Follow-Up Call

Offer a 15-30 minute call within a week after the workshop to discuss goals, answer questions, or provide tailored advice.

7. Lifetime or Extended Access

Give VIPs lifetime or extended access to workshop materials, including future updates. This ensures ongoing value for attendees.

You can blend several of these ideas or experiment to find what works best for your audience and content.

Ok - so since you've got a few really good ideas brewing, how about we walk step-by-step through how you can actually set up your VIP Offer and start to promote it to your audience? 

Here's my 5-step process based on my most recent event where I sold a $27 VIP Tier to my attendees so they could get extra time with me and a personalized audit. 

You can follow these steps to set up your own VIP ticket. 

Step-by-Step Process for Designing and Marketing Your VIP Upsell

1. Design Your VIP Offer

• Choose Your VIP Model(s): Select from the options above based on your audience’s needs.

• Bundle for Value: Combine options (e.g., recordings + bonus templates + Q&A) to make the VIP package irresistible.

• Set Your Price: Keep it accessible yet valuable; $27-$97 typically works well for first-time offers.

2. Build Your VIP Assets

• Create Premium Content: Develop the supplemental materials your VIP attendees will receive.

• Prepare the Experience: Organize breakout rooms, Q&A sessions, or follow-up call schedules.

• Automate Access: Use tools like email automation or membership platforms to ensure seamless delivery.

3. Market Your VIP Upsell

• Pre-Event:

  • Mention the VIP option on the registration page to “upgrade their experience.”

  • Highlight VIP benefits in email sequences and offer early-bird pricing.

• During the Event:

  • Tease VIP features: “VIP attendees will gain access to [bonus feature].”

  • Use polls or engagement prompts to remind attendees about the upgrade.

• Post-Event:

  • Send follow-up emails inviting attendees to upgrade for access to recordings and bonuses.

  • Share testimonials or success stories from previous VIP attendees.

4. Create Urgency and Scarcity

• Offer time-limited pricing for the VIP package: “VIP access closes 24 hours after the event.”

• Limit availability for personalized audits or 1:1 calls to maintain exclusivity.

5. Track and Refine

After the event, review what worked and gather feedback from VIP attendees to improve your next offer.

Closing Thoughts

A VIP offer not only creates an additional revenue stream but also deepens your connection with attendees by offering tailored support and added value. Implement these strategies at your next event, and watch your audience engagement and business growth soar.

Next Steps

If you want to listen to my recent podcast episode about this, listen here.

If you have questions, send me a message at [email protected]

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