↓ Established Businesses, Coaches, Consultants, Speakers, Educators... ↓
How to Make Events Actually
Work in Your Business
So the attention you already have
can turn into trust, qualified conversations, & momentum
Even if you've avoided running events because they felt
too complicated, too exhausting, or too hard to repeat
Thursday January 4th, 2024
2:00-3:30 pm EST
In this live masterclass, you’ll discover:
✅ Why events still win when the goal is trust, real engagement, and business momentum
✅ The difference between being seen and being experienced, and why that difference matters so much
✅ Why events often feel harder than they should, and how to tell the difference between a capability problem and a choreography problem
✅ How to cut through a crowded market without just adding more content and more noise
✅ The 5 key decisions that make an event clear, aligned, and much easier to build well
✅ What needs to be in place if you want your event to become repeatable instead of a one-time heavy lift
Date: May 21st | Time: 5:00 pm MST | LOCATION: Zoom
Registration is only available for a short time:
Live training + Q&A
Instant confirmation and reminders included.
Something Has Shifted…
A lot of established business owners know that some kind of workshop, webinar, masterclass, or event could help their business, but the whole thing often feels heavier than it should.
They have seen other people do events, they know events can work, and they may even feel like they should already have one in place, but when it comes time to actually build it, the moving parts start piling up fast.
The tech, the structure, the follow-up, the positioning, the questions about what kind of event it should be, and whether it will actually work in their business all start to make the process feel confusing, exhausting, and easy to put off.
The thing is...
*You know events could help, but you are not sure what kind of event actually fits your business
*You do not want to keep guessing, copying someone else’s format, or building something that feels heavy and unclear
*You want something that can become repeatable, not another one-time project that drains you
Why This Masterclass Is Different...
This masterclass is different because it does not start by telling you to copy a trendy format, pile on more tactics, or force your business into someone else’s event style. Instead, it helps you think like a choreographer.
You will learn how to look at the job of the event, the stage of the relationship, the kind of experience it needs to create, the delivery mode, and the way it should be positioned in the market. In other words, this class is not about chasing event hype.
It is about understanding how to choose and build the right repeatable event system for your business.
Most event advice starts with the label.
Do a webinar. Run a challenge. Host a summit. This class goes deeper than that.
It helps you understand the decisions that actually make an event work, so you stop guessing, stop copying, and stop treating events like one-off projects that have to be reinvented every time.
That's exactly what we’re going to show you live.
What You’ll Walk Away With
Instead of thinking about events as random tactics, heavy one-off projects, or something only other people can make look easy.
You'll understand what makes events work, why they often feel harder than they should, and how to think through the right event system for your business with much more clarity and confidence.
By the end of this class, you will see events through a completely different lens...
*A clearer understanding of why events still work so well when they are built the right way
*A framework for choosing the right event instead of guessing or copying someone else’s format
*More confidence about what kind of event actually fits your business, audience, and goals
*A better understanding of what makes events feel heavy and how to stop creating unnecessary friction
*A clearer sense of what needs to be in place if you want your event to become repeatable instead of exhausting
Meet Your Host
Michael Johnson
Michael Johnson is the founder of Business Choreography, where he helps expert-led businesses build repeatable systems that create more clarity, better flow, and less founder-dependent chaos. Over the years, he has built systems in his own business and for clients, and one of the most consistent things he has seen is that events keep showing up as one of the most effective ways to build trust, create real conversations, and move people forward, when the choreography behind them is actually there. As a former professional ballroom dancer, Michael has long seen the world through the lens of choreography, sequence, structure, and flow, which is why he teaches events not just as tactics, but as systems that can become valuable business assets.
Founder
Business Choreography
Why Events Still Win
Learn why events still work so well when the goal is trust, real engagement, and business momentum, and why helping people experience your value is different from just getting more content in front of them.
Why Events Feel So Hard
Discover why events often feel heavier, messier, and more exhausting than they should, and how to tell the difference between a capability problem and a choreography problem.
Why Noise Makes Events More Valuable
See why crowded markets do not make events less relevant, but more valuable, and how to start thinking through the kind of repeatable event system that actually fits your business.
This masterclass is designed for:
Established coaches, consultants, speakers, educators, and expert-led businesses with something valuable to teach, sell, or share
Business owners who know some kind of workshop, webinar, masterclass, or event could help their business, but have not built one they feel confident repeating
People who have tried events before and found them heavier, messier, or more exhausting than they expected
Experts who want people to actually experience their value instead of just consuming more content
Business owners who do not want to keep guessing, copying someone else’s format, or rebuilding every event from scratch
Entrepreneurs who value clarity, consistency, and trust in a noisy online world
If you’re only looking for quick tricks or gimmicks, this will not be a fit.
Masterclass Details
Format: Live online masterclass + Q&A
Who It For: Established businesses, coaches, consultants, speakers, educators, and expert-led businesses who want to build a repeatable event system that fits their business
Delivered Online: You’ll receive the private access link for the LIVE class after registering
Bonus: Stay to the end for our proprietary mapping and implementing process we use for every event
Ready to Learn How To Make Events Actually Work in Your Business?
Spots are limited. Register now to receive reminders and live access.
STILL NOT SURE?
Frequently Asked Questions
Is this class only for people who already run events?
No. This class is for established business owners who know some kind of workshop, webinar, masterclass, or event could help their business, whether they have never built one before or they have tried and found the whole thing heavier, harder, or more exhausting than it should be.
Do I need to know exactly what kind of event I want to run before I attend?
No. One of the main goals of this class is to help you think more clearly about what kind of event actually fits your business, your audience, and the role that event should play.
Will this class show me how to get leads?
This class is not about paid ads, scraping leads, or forcing more traffic. It is about helping you understand how events can become a stronger way to turn the attention you already have into trust, qualified conversations, and momentum when the right system is behind them.
What if events have felt too complicated or overwhelming for me in the past?
Then this class is probably a very good fit for you. A big part of what we will cover is why events often feel harder than they should, how to tell the difference between a capability problem and a choreography problem, and how to think about making an event more repeatable instead of more exhausting.
Will there be a pitch or offer at the end?
No, there will be an optional opportunity shared at the end for those who want help thinking through the right event and the right systems behind it. But the class itself is designed to be genuinely valuable whether you choose to take that next step or not.
What will I leave with by the end of the class?
You will leave with a clearer understanding of why events still work, why they often feel harder than they should, and how to think through the right kind of event for your business with much more clarity and confidence.
What people are Saying about Working with michael and business choreography:
"Thank you Michael for showing us the value of business choreography and for giving us the tool to move into artist mode."
-Anna T-
“That’s exactly what I needed. You’ve actually entirely answered my question and given me a plan.”
-Tina H-
"I just want to thank you extremely for this presentation. It was fantastic the way you presented and I LOVE the choreography. The tips have been fantastic and I’ve learned a lot today."
-Jessica F-
"Thank you Michael A Johnson. Love your way of thinking about business. Choreography is such a beautiful word and I love the concept."
-Stephanie J-
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