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Activation Events: The Simple Strategy That Turns Followers Into Clients
If you’ve ever wondered how to move people from watching your content to actually working with you, this might be the missing piece in your business strategy.
Today we’re talking about activation events — and before your brain jumps to “I don’t do events” or “that sounds complicated,” stay with me.
Because activation events don’t have to be big, fancy, overwhelming, or exhausting to be incredibly powerful. In fact, they’re one of my favorite ways to build trust, create momentum, and make selling feel natural instead of salesy.
And yes — I’m a little obsessed with them.
What Is an Activation Event?
An activation event is anything that moves someone from interest to action.
It’s the bridge between:
- Free content → paid offers
- “She’s helpful” → “I need to hire her”
- Passive scrolling → real momentum
Activation events invite your audience to do something with you, not just listen to you.
They can look like:
- A workshop or masterclass
- A webinar or live training
- A short challenge
- A coworking session with intention
- An info night or planning party
- A pop-up or in-person event
The format doesn’t matter nearly as much as the purpose.
The Real Goal of an Activation Event
Here’s the key strategic shift most people miss:
👉 Your activation event is not meant to teach everything.
Its job is to:
- Help your audience experience a quick win
- Let them get a taste of working with you
- Show what’s possible with your support
When done well, people leave thinking:
“If this helped me this much for free (or low cost), imagine what we could do together next.”
That’s why activation events convert so well.
Why Activation Events Work (So Well)
I host some version of an activation event almost every month, and here’s why I love them:
1. They Build Trust Quickly
People hear from you, learn from you, and feel supported in real time.
2. They Create Momentum
Instead of passive consumption, your audience is taking action with you.
3. They Position You as the Guide
You’re not just sharing tips — you’re leading people through the beginning of a transformation.
4. Selling Feels Natural
When your event is aligned, the offer feels like the obvious next step — not a pitch.
If you’ve ever felt uncomfortable with traditional selling, this is a beautiful alternative.
How to Plan an Activation Event (The Basics)
Let’s walk through the core framework.
Step 1: Choose One Clear Goal
Before you plan anything, ask yourself:
What do I want this event to activate?
Examples:
- Booking calls
- Membership sign-ups
- Course sales
- Service inquiries
- Retreat or event registrations
Your activation event should have one main outcome.
Not five. Not ten. One.
Clarity here makes everything easier — for you and your audience.
Step 2: Solve One Specific Problem
This is where most people overcomplicate things.
Your event is not:
- “Grow your whole business”
- “Learn everything I know”
- “Fix all the things”
Instead, focus on one problem for one person:
- Create a simple plan
- Map one launch
- Build one system
- Clarify one offer
Small, focused wins lead to bigger conversions.
Step 3: Choose the Right Format
The best format isn’t about trends — it’s about alignment.
Ask yourself:
- Live or prerecorded?
- One day or multiple days?
- Teaching-heavy or action-focused?
- Free, low-ticket, or paid?
Some of the most effective formats I’ve seen:
- 90-minute workshops
- Half-day intensives (charge for these!)
- Short challenges with daily action
- In-person pop-ups with planning time
And yes — this works for any business:
- Coaches
- Travel agents
- Etsy shop owners
- Service providers
- Product-based businesses
You do not have to be a coach to run an activation event.
Step 4: Design the Transformation (Not the Content)
This part is huge.
Instead of asking:
- “What am I going to teach?”
Ask:
- How do I want people to feel when they leave?
- What will they be clearer on?
- What will they have completed?
Your event should move people:
- From confused → clear
- From stuck → moving
- From overwhelmed → confident
That transformation is what makes people say yes to the next step.
Step 5: Make the Offer the Natural Next Step
Please don’t skip this.
Your activation event should lead seamlessly into:
- Deeper support
- Implementation
- Booking with you
- Your next level offer
No pressure. No guilt. No weird energy.
Just:
“If this helped you, imagine what we could do together next.”
That’s where the magic happens.
Want Help Planning Your Own Activation Event?
If you’re thinking:
“Okay, I love this… but I want help planning mine,”
I’ve got you.
I’m hosting a paid Activation Event Planning Workshop, where we’ll:
- Choose your event goal
- Map your exact event structure
- Clarify your transformation and offer
- Walk away with a fully planned activation event ready to launch
You won’t leave with just ideas — you’ll leave with a real plan you can implement within weeks.
👉 Get all the details here:
lindsaydollinger.com/activationeventblueprint
(You’ll also find the link in the show notes.)
Final Thought
If activation events are something you’ve been thinking about for a while, this is your sign to stop overthinking and start activating.
I’ve been running versions of these for six years, across multiple business models — and they only get better (and more fun) with practice.
Start simple. Start aligned. Start now.
Thanks for reading, friend — and I hope to see you inside The Activation Event Blueprint. 💫
