The Science Behind Crafting Memorable Business Events
Crafting a memorable business
It requires a combination of creativity, self-awareness, and continuous improvement.
Have you ever wondered why some businesses really stand out from the rest? In a world that seems to be filled with entrepreneurs and small business owners, how do you craft something truly unique? In a recent episode of The Driven Woman Entrepreneur Podcast, I sat down with Stephanie Scheller, a specialist in small business marketing and creator of Grow Disrupt, to discuss the art of crafting a distinctive and memorable business.
Stephanie Scheller is not your typical entrepreneur. Alongside her impressive business credentials, she has a passion for music. In fact, Stephanie and her sister, Susanna, have recently embarked on a new project – producing and releasing a pop song. Despite initial hesitations about admitting to their sibling relationship due to fears of nepotism, Stephanie recognized Susanna's undeniable talent and embraced the collaboration. The lyrics of their song were inspired by Stephanie's conversations with small business owners over the past five years, making it a true labor of love.
For Stephanie, this music project is a dream come true. It allows her to indulge in her love for music while continuing to run her successful business. While she may not know if she'll become a pop star, Stephanie finds significant amusement in the fact that she can work on a catchy pop song while also helping entrepreneurs grow their businesses.
Speaking of business growth, Stephanie has made a name for herself in the industry with her signature events. Unlike other events that push attendees to buy expensive coaching or consulting services, Stephanie's goal is to create an event where the event itself becomes the product. And the results speak for themselves. At the 2020 event, two attendees saw incredible revenue growth – one went from $270,000 to $960,000 and another from $325,000 to an astounding $2,200,000.
These success stories were initially seen as the "magic" of Stephanie's events, but it was at the 2021 event that Stephanie received a text message that truly resonated with her. A guest expressed how the event made them feel like a real possibility again, despite their doubts and financial struggles. This feedback made Stephanie realize that the true magic of her events is creating a space for small business owners to reconnect with their own magic.
So, what are Stephanie's secrets to keeping attendees engaged and motivated during her events? She applies principles of neuroscience and psychology, using psychological nudges to bring people back to their seats at the right time. However, Stephanie recognizes that even with these techniques, there is still a need for someone to physically remind attendees to return to their seats. However, she has significantly reduced the problem of people leaving early by studying neuroscience and implementing measures to keep attendees engaged until the very end.
Stephanie's commitment to continuous learning is evident in her numerous certifications. She holds certifications in DISC, among many others, and believes in staying up-to-date and renewing her certifications every two years to keep her knowledge fresh and relevant.
Interestingly, when Stephanie first started learning about these different certifications, her scores fell in the middle of the graph. She wanted to be a well-rounded individual, having the strengths of different personality types. However, over time, Stephanie realized that true well-roundedness is a myth. We all have our strengths and weaknesses, and instead of trying to improve weaknesses, it's more important to focus on improving communication and leveraging our strengths.
Stephanie's journey as an entrepreneur started in 2017, initially focusing on business growth. However, she encountered challenges with certain attendees in 2017 and 2018, prompting her to shift her perspective and take responsibility for preventing future issues. This mental shift led to the introduction of a requirement for speakers to be present on-site for two days, even if they were initially reluctant. Stephanie found ways to make it appealing to big-name speakers, ultimately enhancing the overall event experience for everyone.
As an entrepreneur with ADHD, Stephanie understands the struggles and superpowers that come with it. She likens ADHD to Superman's strength – it can be a powerful force, but it needs to be managed. Stephanie advocates for developing self-awareness, structure, and support groups to help harness the strengths of ADHD. Without the proper structure, ADHD can run amok.
In conclusion, crafting a distinctive and memorable business requires a combination of creativity, self-awareness, and continuous improvement. Stephanie Scheller's journey as an entrepreneur showcases the power of designing events that truly transform small business owners' lives. By applying principles of neuroscience, staying open to learning, and embracing our unique strengths, we, too, can create businesses that are unlike any other.
Feel free to DM me on LinkedIn or IG @coachdiannwingert or send me an email at diann@diannwingertcoaching.com. I’d love to hear your thoughts! If you’d like to hear the full episode on The Driven Woman Entrepreneur Podcast, you can do that here: https://bit.ly/thedrivenwomanpodcast