Are you a coach, consultant, or entrepreneur planning free events? In this episode of “Sold Out Events,” paid events expert, Zach Hesterberg, drawing from a real $312,000 split test, breaks down the costly pitfalls of attracting the wrong audience with free tickets, even when you think you’re filtering for high-quality leads.

Discover why charging even a small fee ($7!) can dramatically increase your show-up rates, audience quality, and back-end sales, compared to offering free entry, even if you financially qualify the registrants. Zach reveals proven tactics, must-know event psychology, and practical strategies so you stop leaving money on the table and start packing your events with true buyers who value your expertise.

Tune in for actionable takeaways, from setting the right expectations in your offers to choosing the perfect ticket price. Whether you’re planning a challenge, bootcamp, or virtual event, this episode will help you maximize revenue, boost conversions, and ensure your next event is truly sold out.

Zach Hits On:

How paid events outperform free events financially.

How audience quality improves with paid admission.

How perceived value increases when paying to attend.

Why events attract wrong attendees or mindsets.

Why show-up rates are higher with paid tickets.

How clear expectations impact participant commitment and conversions.

How testing and iterating event strategies boosts results.

Timestamps:

00:00 Testing Strategies to Boost Revenue

04:04 "$53 vs. $130 Acquisition Costs"

08:25 "Setting Clear Intentions Matters"

12:47 Scale with Paid Virtual Events

About Zach Hesterberg:

Zach Hesterberg is the founder of PaidEvents.com and the go-to strategist behind some of the most profitable virtual events in the industry. He helps authors, speakers, and entrepreneurs host events that scale their message and sales.

Book a free event discovery call at paidevents.com

Download your free Paid Event Profit Playbook here: paidevents.com/free-playbook

Youtube: @zachhesterberg

Instagram: instagram.com/zachhesterberg/