Online Marketing Made Easy · Amy Porterfield

A Proven, Profitable Strategy To Mastering Live Events For Course Creators with Darnyelle Jervey Harmon

March 4, 2025·51 min·4 clips

Amy Porterfield admits she dreads planning live events, yet reveals they've been incredibly lucrative for her multi-seven-figure business.

Follow-up changes the whole event. Amy opens with a point course creators may need to hear twice: sales during the room matter, but the real money often shows up after people leave. Her guest shares sales statistics showing the average salesperson follows up twice, while most sales happen between the fifth and twelfth attempts. Sit with that. A virtual live event is not an online birthday party with nicer slides. It needs a sales purpose. That starts with knowing exactly what you are offering, so the event can move people toward the course without feeling random. The offer may need a small twist, too. A regular course can feel more doable when the event version adds ramp-up calls, live support, or a focused kickstart period. That extra contact matters because plenty of people buy courses and never open them, especially when there is no interaction with the creator. So build the momentum in. A six-to-eight-week live question-and-answer layer can give new students a reason to show up, ask, stay excited, and keep moving. The audience choice matters just as much. Know who the event is for, then find where those people already gather in a group large enough to matter. Student stories can do some quiet heavy lifting during the event, helping future buyers picture the result and feel ready to act. Then comes the part that makes the whole thing work: follow through after the room closes. Amy ends by warning that unfinished follow-up leaves money and impact sitting there, and she pushes listeners to pick a date, message her, and get the event on the calendar.

As heard by us

A practical guide to follow-up, offer design, audience focus, and enrollment for a virtual live event.

Porterfield treats live events as a sales tool built around follow-up, not the event itself. She gives sales during the live moment their due, then turns to what happens after, where most deals actually close.

Read the full review in PlayNext →

Why you'd press play

Turn your next live virtual event into a real sales engine.

Read the full recommendation in PlayNext →

Listen to the show on

Apple Podcasts Spotify

Play clips from this episode More from Online Marketing Made Easy