Stop pouring your soul into events that barely break even. The problem isn't your sales skills—it's your customer journey.

Many coaches struggle with event profitability, thinking they have a sales problem when they actually have a funnel problem. In this comprehensive guide, you'll learn how to build and automate a complete event funnel system that can increase attendance by 50-60% while positioning you for high-value backend sales.

Why Most Coach Events Fail to Generate Profit

The biggest mistake coaches make is focusing solely on getting people into the room. While attendance is important, it's not your ultimate goal. Most coaches stop at three basic pages (sales page, checkout, thank you) and wonder why their events don't convert into meaningful revenue.

The real issue? You're leaving money on the table by not having clear objectives and proper automation.

The Three-Tier Goal System That Changes Everything

Before building your funnel, you need to understand your true objectives, ranked by importance:

Goal #1: Get Them to Your High-Value Offer (The Gold Star)

Your ultimate objective is getting attendees to the checkout page of your next offer—whether that's one-on-one coaching, a mastermind program, or a high-ticket course. This is where real revenue happens.

Goal #2: Get Them Into the Room

Maximum attendance at your event is your second priority. Every person in that virtual room or physical space represents potential revenue.

Goal #3: Get Them to Complete Registration

Getting people to the checkout page for your event is important, but it's actually your lowest priority goal.

This hierarchy might seem counterintuitive, but understanding it transforms how you structure your entire funnel.

The Complete Event Funnel Architecture

Core Funnel Components

Your basic funnel structure includes:

• Sales/Event Page: Clear value proposition with scarcity elements

• Checkout Page: Simple, friction-free ordering process

• Thank You Page: Often overlooked but incredibly powerful for setting expectations

The Power of the Thank You Page

Most coaches underestimate this page, but it's where you can:

• Provide all event details (time, date, access links)

• Set clear expectations about what to bring/prepare

• Build anticipation with additional value

• Include personalized instructions

• Tell them to bookmark the page for easy reference

Automation Sequences That Increase Attendance by 50-60%

The magic happens in your email automation. Here's the sequence that dramatically improves show-up rates:

Sequence 1: Immediate Thank You Email

Timing: Immediately after purchase Content:

• Mirror your thank you page content

• Include all event logistics

• Personalize with their name

• Provide preparation instructions

• Build excitement for what's coming

Sequence 2: 24-Hour Reminder

Timing: 24 hours before the event Content:

• Gentle reminder with event details

• Quick value teaser

• Link to access the event

• Any last-minute instructions

Sequence 3: One-Hour SMS Reminder

Timing: 1 hour before the event Why SMS: 95% open rate for valuable text messages Content:

• Brief, direct reminder

• Direct access link

• "Starting soon" urgency

Important: Only send SMS to people who registered for your event. They expect and appreciate these reminders, unlike cold SMS which annoys people.

Setting Up Your Automation Workflows

Workflow Structure

Each automation workflow needs a clear trigger and logical sequence:

1. Trigger: Payment received for specific product

2. Tag Assignment: Add relevant tags for tracking

3. Email Sequence: Deploy your reminder emails

4. Internal Notifications: Alert yourself of new registrations

5. Task Creation: Set follow-up reminders for yourself

Naming Conventions That Save Your Sanity

Organize your workflows with clear, descriptive names:

• "Event Mastery - Reminder Sequence"

• "Event Mastery - Abandoned Cart"

• "Event Mastery - Post-Event Offer"

This organization becomes crucial as you scale and manage multiple funnels.

Advanced Automation Features

Custom Fields: Set up dynamic dates and times for recurring events Trigger Links: Create trackable links for Zoom access, PDF downloads, or product offers Tag Management: Use tags to track attendee journey and behavior

The Abandoned Cart Recovery System

Don't forget people who visit your event page but don't complete registration. Set up a secondary workflow:

• Trigger: Visited checkout page but didn't purchase

• Sequence: Value-driven emails highlighting event benefits

• Timeline: Send over several days with increasing urgency

• Goal: Convert fence-sitters into registered attendees

Building Your Backend Offer Integration

Remember, your event is a trust-building vehicle for your main offer. During your event:

• Deliver exceptional value to build authority

• Practice thought leadership

• Create the highest point of trust

• Make your high-value offer when trust peaks

The event isn't your profit center—it's your conversion mechanism for high-ticket programs.

Technical Setup and Testing

Before Going Live:

1. Test Everything: Run yourself through the entire funnel

2. Check All Links: Ensure every email link works properly

3. Verify Timing: Confirm delays and triggers fire correctly

4. Review Copy: Double-check all email content and personalization

5. Mobile Test: Ensure everything works on mobile devices

Ongoing Optimization:

• A/B test email subject lines

• Monitor open and click rates

• Track attendance rates by traffic source

• Measure conversion rates to your backend offer

Common Mistakes to Avoid

1. Focusing only on event attendance instead of backend conversions

2. Skipping the thank you page optimization

3. Not using SMS reminders for final push

4. Forgetting abandoned cart sequences for incomplete registrations

5. Poor naming conventions that create confusion later

6. Not testing workflows before launch

7. Lacking clear backend offer integration

Your Next Steps

• Map out your three-tier goals specific to your business

• Audit your current funnel for missing automation opportunities

• Set up your reminder sequences using the templates above

• Create your abandoned cart recovery system

• Plan your backend offer integration strategy

• Test everything thoroughly before your next event

The Bottom Line

Successful event funnels aren't about perfect sales pages or fancy designs. They're about systematic automation that guides prospects through a logical journey from registration to high-value purchase.

By implementing these automation sequences and maintaining focus on your true objectives, you'll transform your events from break-even ventures into profitable lead generation systems that feed your coaching business for months to come.

The difference between coaches who struggle and those who thrive often comes down to these systematic approaches to customer journey optimization. Start implementing these strategies today, and watch your event ROI transform.