124 You Have a Book in You a database of 10,000 people, market your event to them, and you have your audience. 吀栀ey get to see their favorite speaker—and they also get to meet you. Peter Lowe built his giant seminar business by hiring Zig Ziglar. Lowe went on to invite big names like Bill Clinton, Colin Pow- ell, Magic Johnson, and many more. 吀栀is formula works. Here’s a great question to ask yourself when preparing a live event: “How little can I do and still be successful?” You see, a big name and a big topic don’t necessarily mean a big audience. If the audience is willing to pay more for a ticket, you can limit the room size and the audience will feel a personal connection with the speaker. You’ll make more without 昀椀lling more seats. Or you can joint- venture with a trade show. I joint- ventured with Reed Expositions, the host of Book Expo America. 吀栀ere were four best- selling authors and me. We attracted 850 attendees at $995 each, and after expenses, we split our pro昀椀ts 50- 50. I haven’t said anything yet about free events, but don’t overlook these. If you o昀昀er a complimentary event, just market something from the stage after you 昀椀nish deliv- ering tons of value to the audience. You can sell another well- priced event, a workshop, your book, a webinar, a telecourse, or anything else you can create. Alex Mandossian, a very successful and well- respected Internet marketer who will soon be the 昀椀rst stay- at- home billionaire, likes to say, “Your book is actu-