Your event is in six weeks time.
Some people have expressed an interest.
You've got a specially tailored email sequence that leads them through their questions, giving them the answers that they're looking for.
And your event is a massive success.
Why does this work?
Firstly, people are busy, so need to be reminded of things.
Secondly, people take time to choose. They may say they'll go at the first time of asking, but they're actually still a long way from a definitive decision.
Thirdly, by anticipating their questions, you're telling them that this event is something that they really should be at. You're demonstrating that you understand them, that the event is for people like them. You're making them feel welcome.
And because they feel welcome, because they feel understood, they won't reject your regular emails. In fact, they may even look forward to them, because you're answering questions that are buzzing around in their minds.
This process isn't just for events though. It's for almost everything you do, as I'll explain tomorrow.