Product University: Attend Offline Events and Quickly Grow Your Business in the Process

Let's talk about offline events. Seminars, workshops, masterminds, intensives, whatever you want to call them. Getting off your butt (off your "but" too), off the computer, onto a plane and to a hotel for 2 or 3 days where you get to interact with people just like you.

If you're "new", you need to attend these events for the training sessions – and probably to buy someone's course from the stage. If you're experienced, you need these events to network, make some joint venture connections with people just like you.


I'm talking about attending at least 1-2 events per year. I don't want any excuses. You need to go. It's a cost of doing business and if you spend too long cooped up at home, you're going to wonder why you aren't relevant anymore, what happened to your affiliates, and therefore your traffic, list, and sales.

If you're young with no family then you need to see the world anyway. If you're old with a family then take them along, not into the conference room at the event but take them so they can do the touristy stuff on their own and hang out at the hotel.

These things called offline events are on my mind because Lance and I just wrapped up our event called "Product University." It was the first event we had run in two years, and THAT event was the first event I had hosted in two years. Our next one is in Salt Lake City October 12-13 and you should attend.

Pitch-Fest vs. Pitch-Free?

Sure, some of these events are "pitch-fests" (I still learn a lot from those though), some are "pitch-free" (a bad excuse for speakers who don't know how to close onstage), some of the people you meet are all about getting their business card in your face, others have the tired "I have an idea so you can do all the work of implementing it for 50% of the business" approach, a few will talk your ear off, plot world domination with you and want to be your best friend... but the majority of the people you meet at these events are cool people just like you, a lot of them are in your niche and just want to make a new CONNECTION that might pay off in the future.

I speak on just a FEW stages per year to stay relevant. Lance and I are reluctant to host a bunch of offline events because we could just as easily run a webinar to generate a few tens of thousands of dollars without having to promote it for several months, deal with the hassle and expense of traveling and renting the conference room, dealing with the equipment, making sure everything goes smoothly. But it is a lot of fun to host an event every now and then.

"Two-Day Intensive" Explained

The way we run these events is slightly different from what we usually see from others and here's why...

1. First of all, it's just us two speaking for the whole event – mostly because we trust very few people ALTHOUGH having one or two guest speakers in the future (who promote the event through our affiliate program) would go a long way towards getting more people to attend

2. We run the events for two days (Saturday and Sunday) instead of three days (Friday, Saturday and Sunday) because a 1-day is too short and a 3-day is too long – I have attended a few events where hardly anything happened on that last day

3. No PowerPoints, SOME very minimal software demonstrations on the laptop and projector, it's mostly teaching using markers and a flip chart

4. Eight 90-minute sessions total (morning, before lunch, after lunch, then a Q&A session to wrap up the day, for both days) – we had each session's topic planned in advance and probably 5 bullet points so we knew what areas we wanted to cover. Only one of us would be the "presenter" (i.e. Lance presenting on affiliate programs while Robert is the sidekick with the occasional comment, or Robert presents about product launches while Lance interjects)

5. We never did a hard-pitch, but we did mention several URLs and we soft-pitched our Double Agent Marketing Platinum Coaching Program at the end of the day on Saturday (just before the Q&A session)

6. We recorded the whole event (audio only, so we didn't have to deal with lighting) and posted those inside the member's area whether people attended or not. This lead to a bunch of extra overseas sales and I think is a much better alternative compared to people selling the live stream of their event for 10 or 20 dollars

7. We bundled the event (for a short time) with our Income Machine course. Income Machine is $97, the event is $197, but when we launched Income Machine (about a month before the event), we said that Income Machine is $197 and includes Product University. But Product University is $197 and comes with Income Machine for free – this is called the double close

Know WHY You're Running an Event!

Nothing too major. I don't know if you are at the point in your business where you can or even want to host an event, but if you do, make sure you know WHY you are running this event. If you're only running an event because you've seen someone else do it, it seems cool, or your customers are bullying you into it (I have seen all three) then forget about it.

The reason we ran our event earlier this month was to add a few people into our Platinum program, which we did and is the reason why the event made money.

I have also seen several up and comers lose money running an event on purpose in order to build a list. They run an event for a few hundred people, get a few big-name speakers to promote the event (50% commission), speakers pitch products from the stage (50% commission), and the event organizer spends 30 thousand bucks on the huge conference room and the add-ons the hotel requires, only make 20 grand back after all is said and done, but now has this list of very hungry buyers, in fact some of the best people in their niche, who will buy over and over again and take action and get huge results.

Then again other marketers who should know better run events and get all the meals catered, hire musicians, magicians, and hypnotists as part of the event and lose big money, then burn themselves out and you wonder why this person hasn't run an event in the last 5 years.

What's my point? When it comes to offline events...

  • Attend them. Go to every session, hang out in the bar or the lobby instead of hiding in your room on your laptop. You'll have plenty of time for that at home. Keep attending them but be sure you know what your goal is each time (i.e., more affiliates, solve a specific problem in your business, join a mastermind, buy a product that solves a problem you've been having in your business)
  • If you want to be a speaker, attend events, make friends with the event organizers, make a speaker sheet (a list of your products, URLs, speaking topics, your bio and testimonials of you as a trainer), create a book that proves you know what you're talking about (using our Make a Product system, takes 1 hour, is 30 pages long, free to publish on CreateSpace, costs $20 to get transcribed, $20 to edit, and $5 for the book cover), and run webinars consistently (at least one per month) to stay sharp and flesh out your "message"
  • If you're running events or plan on running events, know ahead of time what your backend will be for the event (mastermind or coaching program is great) and keep it simple and low-budget, also keeping in mind that if someone attends an offline event who’s on your list, they probably own most if not all of your existing products

You can't ignore offline events but I hope to see you around, especially in Salt Lake City this coming October 12th-13th for Product University (it will be the FIFTH time we're running it!)

Filed in: Archive 1: 2012-2016Seminars

Comments (31)

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  1. Hey Robert,

    I reckon David Cavanagh should be a guest speaker at this event!

    He’s awesome 🙂


  2. Philip Rees says:

    I missed out on the last event as I had breathing difficulties but I am determined to get to this event! All your products are delivering over and above expectations for me and I am so pumped by the framework you give to help me move forward rather than stagnate in info overload. Some deserve success but you make success happen!

  3. David Ashton says:

    Hey Robert,
    Another timely, 100% no bs but top information post about what happens out there in the real world.
    All marketers should listen to you and Lance (including me) and using your guidance as a measuring tool for anyone else’s suggestions. ie if it is vastly different to what you are advising, then is it probably bs.
    You are talking about making a real difference in the world – because it is needed as there are a lot of people hurting – the world is changing and people are looking for guidance.

  4. Tom Allen says:

    I was a bit grumpy that weekend because I wanted to be there, Timing just didn’t workout for me. So Great to know you are having another event coming up fairly soon. You guys complement each other well, like your method & message. Glad To have found your products, has helped me find my missing pieces. Keep it coming, Thanks Much !

  5. Howard says:

    A great event that was even better “live” than I expected it to be. Robert and Lance give way more quality content and actionable insights than any other mentors around.
    Also a great group of participants in all stages of online domination. I was so pumped up I came home and ran another pitch webinar this very week. All thanks to Robert, Lance and Product University.

  6. jackie says:

    Robert, The event sounds as though it was a huge success . I am really looking forward to attending my first event unfortunately it will not be one of your events unless you are traveling to Australia in the next six months.
    Just thought I would let you guys know how happy I am to have bought one of your courses pure clear. concise, valuable information. THANK YOU.

  7. Holly Kolman says:

    Anyone who makes a decision to watch Robert speak is going to learn a ton. I have seen him speak once at a lunch presentation at jvAlert and that made me an instant student of his, probably for life.

    At some point when my schedule allows, I think a two day intensive with Robert and Lance will worth a hundred times (at least) more than they charge. The two of them are brilliant, they make sense, they don’t overcharge and the things they teach can be implemented by anyone who doesn’t overcomplicate things.

  8. J Freeman says:

    Robert & Lance,

    First, is still under construction but hope to have it up and running in a short time. Offline events in my opinion are great due to the hook-ups and people that you get to meet and bounce ideas and get some direction to make life a tad bit easier in dealing with the IM world. I hope to be in a position to attend your next one. It is something I know that I could use and I’m sure there are many more out there that feel the same as I do, being a “Newbie” is a hard shingle to wear until a person feels comfortable to not be referred as that any more. My attitude is “Never give up!” so I do not refer myself in that light.
    James Freeman

  9. Robert says:

    I was at Ray Edwaeds event where I met you and a lot other great marketers. I found the live event as a place to confirm the authenticity and humanity of people I previously only had a cyber relationship with. This helped build trust in the motivations of the thee folks and build confidence on my ability to do the same. In short a helpful step o building my business.

  10. Offline events can be incredible. I have attended ones by Eben Pagan, Jay Abraham and others. Great content and professionally run. Quite valuable!

  11. John says:

    The networking and the people you meet and build relationships with is well worth it. I met one of my biz partners at an event 7 years ago and still going strong.

    The best events I find now are under 100 people.

  12. Hardy says:

    Hi all,

    I’ve always been a fan of live events for the purpose of learning, asking questions and especially meeting other like minded people to mastermind and make friends.

    However I do agree some live events can be a waste of time and money if all the presenters doing is a bit of teaching and lots of pitching. That’s why I haven’t gone to any live events lately. With limited time and money I have available, I prefer attending live events through webcast. I realized that I lose the ability to connect with others but I try to substitute that with connecting through forums.

    Product University is great and I hope at least for now I can get access to the recording if I can’t attend the event live.



  13. eddie says:

    I am very interested in attending your future events because of my interest in networking with other marketers.

  14. Wilton White says:

    The event was an absolute success!

    Not only did you get to learn from two expert Marketers, but you also got the chance to network with others who are at varying levels of experience in Marketing.

    These events are great to go to, because you can see and learn from others who are at the same level that you are–even if you are new to the industry. So, you know that you are not alone and that not everyone else is the expert that you are thinking they are. 🙂 Everybody has room to improve!

    I would highly recommend attending offline events as a way of advancing your personal development as a Marketer–in the social sense as well as the technical sense.

    If you can attend an offline event hosted by Robert & Lance, then you’re in for some really solid information that will help you succeed!



  15. Hey Robert, I happen to be a network marketer and love going to my company’s events. Events are a great place to solidify relationships and create new ones as well. Thanks for the great content!

  16. Nancy says:

    Whether or not you decide to invest (both time and money) in an offline event, the REASONS for attending are critical. You have to know what you intend to get out of the experience, and quantify it in some way. Once you’ve done that, and are clear about the match between expectations and deliverables is solid, then you can justify it.

    Too many times I see people who are more like “groupies” and just following from event to event without putting their knowledge into practice, and that is very unsatisfying for all concerned. If you are there for the right reasons, and DO something with the experience, you can make it pay off for you VERY well.

    Oh and Robert’s analysis of why he chose to do the event in the ways he did are also revealing; you can learn a lot just by watching what he’s doing and listening to his insider thinking about WHY he’s doing things this way.

    Great stuff as always. Thank you!

  17. Cynthia says:

    I enjoy attending most events, especially if they are located in a convenient place.

    I have learned a lot and met lots of wonderful people.

    I have met and heard some really awesome people that I would never have met otherwise. I would like to attend one of your events someday…teach on!

  18. Shelley says:

    I’ve met some of my mentors, some people I wish were my mentors and lots of great, interesting people (including Lance and Robert) at live events. I’ve been to big events like Armand Morin’s and Clickbank as well as our little local Warrior Forum Mastermind monthly (more or less) group. I learn something new or make a new connection every time. You also can’t be the newbie hoping to ride on the coattails of the already successful person. You have to offer some value yourself. I go to every event by myself. I find it’s MUCH easier to insert myself into a group or go up to people one-on-one when I’m by myself. If I went with someone else, I think I would spend much of my time with that other person. That’s just my personal take on it. It may be different for others. And no matter what…you can’t just stand in a corner and expect miracles. So get out there and DO something. 🙂

  19. I couldn’t agree more. I spent over twenty years in Corporate America, and was fortunate enough to work for several companies who shared this attitude. I was fortunate to travel several times per year to Regional and National meetings among Managers, as well as training provided by outside groups. This provided the opportunity to develop comaraderie and friendships with peers from all over the country, as well as a sense of partnership and ownership within a very large company. These contacts were the ones I turned to later for assistance and to bounce ideas off.

    While training was usually quite good and often useful in my ‘real world’ company life, it was the development of friendships and a ‘big picture’ of what I was involved in that was the greater benefit.

    I regret that I was unable to attend Product University in SLC this summer, but am definitely talking to my husband about an October ‘vacation.’ Those of us who labor hard alone at our desktops, attempting to generate something of value to others while creating income for ourselves, need contact with each other .. for encouragement, for a reality check, and for our sanity.

    I Hope to see many of you in Vegas!!!!

  20. Flo Williams says:

    I like you guys as a team, you complement each other. I have several of your products. I do realize that I need to start attending events. I hope by October I have enough income to offset the expenses. Everyone has to find what works for them. I am starting to take action and have changed my buying habits and have actually committed to a program. It is tempting to try something else for quicker money. But I believe this will work and am willing to continue paying membership fees and work it until it does.

  21. I agree 100% with you Robert. You HAVE to go to at least one live event.

    I went to an event back in 2011 and if I were to try to measure the results from the relationships forged at that event, it’d literally be multiple six figures and counting.

    Put yourself out there, talk to people, ask about others (don’t talk about yourself the whole time), and spend time at the bar chatting. Even though I don’t drink, it didn’t matter.

    One thing I did was I made a custom t-shirt that had my name on it. It FORCED me to be social, instead of hiding or blending in. It was THE best thing I did.

  22. Dr Will says:

    This event was more than I hoped it would be. I was able to spot the holes in my system and started to makes changes on my webinars. My next webinar had over 90 sign ups!
    The networking was great as I got to meet a lot of people on the same journey to becoming profitable online.
    I was also very impressed with the true sharing of insight and USEFUL knowledge. The low key selling was a nice touch, a lot of business changing information they developed. which is useful no matter where you on this journey.
    I am looking forward to the next event.

  23. Hi Robert

    When I was new to Direct Response marketing, I attended a lot of events. Nowadays I am very selective about the events I attend. I am fine with attending one or two day training events in Australia, however am not keen on the multi-speaker “sell from the stage” format.

    The reason is, there’s very little content provided in the 90 minutes. The first 20 minutes is taken up in establishing credibility and providing proof, the last 30 minutes on the pitch. What I’ve found is speakers rush through the content. For example they say, “I’m going to show you nine ways to increase your traffic”. They go through the first few topics and skip a few in the middle and conclude. Some even tell the audience not to worry about taking notes of the slides because the promoters will send them a link to download the slides. Often this is conveniently forgotten. Takes about three reminders to get the information.

    It’s not as simple as you think for people from overseas to fly to the US just to attend an event. You can say we’re missing out on vital information taught and the networking is priceless. However, for people who aren’t US based, it’s a huge tradeoff. Besides the investment for the event, the hotel stays, transport, and most of all getting the partner to pick up the slack of managing the home and kids is a big ask. I’d much rather invest the money in my marketing, so I get the results.
    Investing $5,000 in a speaker’s product may not be a big deal to some business owners, but many who buy these off a pitch don’t realize it takes a lot of additional investment in implementing the strategies before results are seen. nobody talks about this.

    A lot of the information is now available online. I’d much rather buy off a webinar or a sales page, than fly off overseas just to attend an event.


  24. Terri says:

    I would love to attend but my vacation days have already been mapped out for the year.

  25. Elliot says:

    I think offline events can be extremely useful and very educational, especially if you are just getting started. Why reinvent the wheel when others have done it, and probably better than you can do it. I am looking forward to the next event, though I’m still trying to adjust my schedule so I can attend.

  26. Gary Booton says:

    There is a ton of work that goes into putting on an offline event. But you develop friendships by donating your time to help make the event a success. You get to know people and them you, and when you need help they come through for you. It is about money but it is not about THE money there are important gains to be made that money just can not buy. I help with an innovation conference here in Fort Collins, CO called Quid Novi, it is a one day conference for writers and inventors. Providing opportunities to network and to get inspired to do something with that idea you have for a product or a book.
    Online events help with getting info out there but it is a whole different thing when you see the person live. Plus working from home on the computer you just need that human contact and the down time. You definitely need to attend a mix of events and participate, participate you get out what you put in, put in a little get a little back but go all out and you get out so much more than you give. You grow and reach your goals so much sooner when you are present. So find something that will push you and help you reach higher, and go attend.

  27. Laurie Mills says:

    Hi Robert,
    Any Seminar or Webinar being presented by both you and Lance would have so much information, tips and foresight on how to get any IM Business to a totally profitable situation.

    My observation of both you and Lance comes from the Webinars and Podcasts that you hold quite regularly that are so full of knowledge about building IM businesses that can be used virtually for any type of niche.

    I have attended a couple of seminars with Herbalife a few years ago which did have the late great Jim Rhone , wow, it was worth it even just to listen to Jim. I was doing okay until a major cancer scare but I must thank Herbalife for getting me through this and surviving. (Supposed to have died 5 years ago). I am no longer associated with them, friendly parting.

    Attended a seminar 2 weeks ago in Brisbane with Kerwin Rae, now this man’s knowledge is almost on par with you and Lance, (suck-up that one, lol).

    You are right in saying to attend live seminars really gets one pumped full of the correct information and totally great for networking with like thinking people.

  28. Attending offline events is a great way to develop relationships with other folks in the same boat. Having attended the latest Product University, I was again impressed with the terrific information but even more impressed with the quality of the other people attending.

    You learn more about people breaking bread or hanging out around the event than you can easily online.

    I’m looking forward to the day when i can help teach / train at events like this.

    Thanks for spelling out the details, Robert! Always helpful to see behind the curtain.

    Theresa 😎

  29. Ethan says:

    i think offline events are great, but it definitely depends on your level of imagination. I sell music and provide services related to music, and I have learned that seminars in this field are only good for connecting with other people who make music, which doesn’t really generate any business. You may find a few people to form a band or group, but not much else. This is just my opinion from all the seminars that i have attended related to music. Not even the host of the seminars had anything for sale. Hopefully, once my site is up and running I can change this and have a module that can be packaged and presented to the musicians out there who don’t see that they can turn their talents into a business. So, I hope to be one of the first to put some of these together and make a few bucks once or twice a year myself!

  30. John Antaya says:

    Hi Robert
    Offline events can be very knowledgeable with what you learn as well as knowledgeable in the people that you are capable of meeting and possibly forming a working relationship with.

  31. Tim Jensen says:

    Hey Robert –

    OH YEAH!!!!

    Just had to get that in there!

    As you know, I was at the most recent Product University this past June 8-9, 2013. This was my first EVER live event that I have attended. I have known about offline events in the past with various people and have heard the horror stories of the pitch-fests as well as the not-so-honest speakers. You and Lance were actually there to TEACH what you preach, and you did it in a way that kept our attention AND our interest (which, as you may know, are not the same thing).

    Overall, I REALLY enjoyed all the sessions. I have a background in both
    education as a classroom teacher for 13 years and a pitchman/salesman for
    10 years. I have been to a TON of seminars, in-service trainings, company
    sales meetings and trainings, and have taken and gotten ‘A’ grades in
    several graduate-level courses. In all those years and with all that
    experience, I don’t remember EVER having learned so many practical and
    ACTIONABLE concepts and strategies.

    If I had to pick the part I liked the best, it would be the session on the
    all-in-one income machine. It takes us from start to finish in how to
    launch a business online.

    I would say (and have said) to anyone that if you really want to get your
    online business off the ground, be sure to attend Robert’s and Lance’s
    Product University training. You’ll REALLY be glad you did!

    Thanks much for everything!

    ~Tim Jensen

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