Welcome back to "It's the Bottom Line that Matters"—the podcast dedicated to guiding you toward smarter business decisions and greater success. In this episode, hosts Jennifer Glass, Daniel McCraine, and Patricia Reszetylo pick up where they left off in their previous conversation about events, shifting the focus from attending to hosting. The central question: should you charge for your events, or keep them free?

Drawing from their own experiences running webinars, masterclasses, and seminars, the hosts explore the advantages and drawbacks of both models. You'll hear practical stories about attendance rates, lead generation challenges, and even inventive fee structures—like refundable seat deposits or hybrid approaches—that encourage genuine engagement and weed out the tire-kickers. Patricia reflects on her early teleseminar days and evolving strategies, while Daniel weighs in on maximizing value and attendee quality. Jennifer shares a recent example where event fees doubled as charitable donations, highlighting how creativity in pricing can also have a positive impact.

Beyond the mechanics, the hosts dig into the psychology of event attendance, the importance of “skin in the game,” and tactical communication—everything from reminders to persuasive copy—that boosts participation. Whether you’re planning your next online gathering or a major in-person workshop, this episode is packed with actionable insights to help you decide which approach best serves your goals and audience.

Settle in and join the conversation, as “It’s the Bottom Line that Matters” helps you navigate the critical decision: will your next event be free, paid, or something in between?

Keywords: paid events, free events, webinars, lead generation, event registration, attendee engagement, follow-up strategy, monetization, fundraising events, masterclass, accountability group, JV partnerships, event planning, email reminders, attendee quality, marketing strategy, sales conversation, skin in the game, refund incentives, event fees, hybrid events, Chamber of Commerce, sales training, event copywriting, indoctrination sequence, calendar invites, event attendance, event goals, tire kickers, online platforms