The BUSINESS IMPROVEMENT SUMMIT Event Playbook Your complete guide to planning, promo:ng, filling, and running a Business Improvement Summit that delivers results. Prepared by Team Clarity BeBer Business | BeBer Life | BeBer World® The Business Improvement Summit — Event Playbook Contents Section 1 Welcome & Why This Matters Section 2 The 6-Week Countdown Plan Section 3 Venue & Room Setup Section 4 Your Marketing Toolkit 4.1 Building Your Invite List 4.2 Your Event Landing .3 Setting Up Eventbrite 4.4 The 6-Week Email Campaign 4.5 LinkedIn Posts 4.6 Phone Scripts Section 5 Pre-Event Checklist Section 6 On-The-Day Running Order Section 7 Post-Event Follow-Up Section 8 Quick-Reference Sheets © Clarity | www.clarity-hq.com | The Business Improvement Summit — Event Playbook Sec*on 1: Welcome & Why This Ma7ers Before we get into the details, let’s start with the big picture — what the Business Improvement Summit is, why it works, and what it can do for your prac>ce. What Is the Business Improvement Summit? The Business Improvement Summit is a powerful, professionally delivered half-day event that you host for your clients and prospects. It posi:ons your prac:ce as the go-to firm for business advisory services in your area — and it generates immediate, qualified leads for your Clarity Business Diagnos:c Review. Here’s the key thing: you don’t have to deliver the presenta:on yourself. Your Clarity presenter (either Aynsley Damery or Steven Briginshaw) delivers the en:re session on your behalf. Your role is to be the host — the person who brought this incredible event to your clients and contacts. You welcome the room, introduce the speaker, and close the day. That’s it. This is by design. Your Clarity presenter is experienced at delivering this content in a way that educates, inspires and — crucially — mo:vates aBendees to book a Business Diagnos:c Review with your firm on the day. They are beBer at selling you, your firm, and your team than you ever could be. Why Does It Work? The Summit works because it flips the tradi:onal sales model on its head. Instead of you trying to “sell” advisory services to scep:cal business owners, the Summit creates an environment where they experience the value first-hand. They spend a morning discovering prac:cal ways to improve their business, and by the end of the session, the natural next step is to book a one-to-one review with you. The call to ac:on is simple and compelling: a free Business Diagnos:c Review — normally valued at between £495–£795 (your choice) — offered exclusively to anyone who books on the day. This creates genuine urgency without being pushy. The value is obvious, the scarcity is real, and the barrier to entry is zero. What Results Can You Expect? Let’s talk numbers. Members who have run the Business Improvement Summit have seen outstanding returns: Real Results from Real Members Sharon Baker (Kinder Accountants) generated over £102,000 in GRF within three months of her summit (£82k advisory and £20K compliance). Graeme Tennick (Tennick Accountants) generated approximately £40,000 GRF within a few weeks of his event. It contributed to Penny Rowden (Rowdens) generating a profit of 120k within six months. Paul Miller (Cornish Accounting) achieved over 60% conversion of attendees to meetings; revenue is yet to be finalised. These are not hypothetical figures. These are real results from real Clarity members running the exact process outlined in this playbook. © Clarity | www.clarity-hq.com | The Business Improvement Summit — Event Playbook When you consider that the cost of running a summit is typically just venue hire and catering, the return on investment is extraordinary. A room of 30–50 business owners, even with a conserva:ve conversion rate, can transform your advisory pipeline overnight. Get in touch if you want a reminder of the poten:al from the NextGen Accelerator event. How to Use This Playbook This playbook is designed to walk you through every single step — from the moment you confirm your summit date to the follow-up aPer the event. It assumes nothing. Whether this is your first event or your fiPh, every detail is here. You will find: • A complete 6-week countdown plan with week-by-week tasks • Venue selec:on and room setup guidance with diagrams • A full marke:ng toolkit including ready-to-use emails, LinkedIn posts, phone scripts and landing page copy • Pre-event checklists so nothing gets missed • A minute-by-minute on-the-day running order with host scripts • Post-event follow-up templates and processes • Quick-reference summary sheets your team can print and use Our advice? Read through the whole playbook once to get an overview, then come back to each sec:on as you work through your 6-week plan. Tick things off as you go. And if you get stuck at any point, your Clarity member success team member is here to help. One Thing Above All Else Everything in this playbook — every email, every phone call, every element of the day itself — points towards one single outcome: getting attendees to book a Business Diagnostic Review (BDR) on the day. This is the sole call to action. Not a newsletter sign-up. Not a brochure download. One clear, compelling next step. Keep this front and centre in everything you do, and your summit will deliver results. © Clarity | www.clarity-hq.com | The Business Improvement Summit — Event Playbook Sec*on 2: The 6-Week Countdown Plan This is your master >meline. From the moment you confirm your summit date, you have six weeks to plan, promote, and fill the room. Follow this plan week by week, and you will be fully prepared. Each week has a clear focus and a set of specific tasks. Tick them off as you go. If you fall behind on any week, priori:se the marke:ng tasks (emails, calls, LinkedIn) — filling the room is everything. Week 6 (6 Weeks Before): Founda*ons Week 5 (5 Weeks Before): Launch Your Campaign ☐ Confirm your summit date with Clarity (ensure your Clarity presenter is available) ☐ Book your venue (see Section 3 for venue guidance and checklist) ☐ Set up your Eventbrite page (see Section 4.3) — standard tickets at £47, with complimentary tickets for your VIP guests ☐ Create or update your event landing page on your website (see Section 4.2) ☐ Build your master invite list — existing clients AND prospects (see Section 4.1) ☐ Brief your team on the summit — what it is, why you’re running it, and what their role will be ☐ Set up Calendly (or similar) for BDR bookings with partner diary slots pre-loaded and ready ☐ Order branded workbooks from your printer (allow 2–3 weeks for print turnaround) ☐ Send Email 1: the “Save the Date” announcement to your full invite list ☐ Publish LinkedIn Post 1: the event announcement ☐ Begin personal phone calls to your top 20 clients and key prospects (see phone scripts in Section 4.6) ☐ Ask your team to start mentioning the summit in every client interaction ☐ Post about the summit on your other social media channels if applicable ☐ Send personal invitations (email or handwritten) to your most important clients and prospects © Clarity | www.clarity-hq.com | The Business Improvement Summit — Event Playbook Week 4 (4 Weeks Before): Build Momentum Week 3 (3 Weeks Before): Drive Registra*ons Week 2 (2 Weeks Before): Final Push ☐ Send Email 2: event details and “what you’ll learn” ☐ Publish LinkedIn Post 2: “What you’ll learn” content ☐ Continue phone calls — work through your invite list systematically ☐ Review your Eventbrite bookings — how are numbers looking? ☐ Identify any gaps in your invite list and add new names ☐ Follow up with anyone who said “maybe” on the phone ☐ Publish LinkedIn Post 3: share a relevant business insight or statistic to build interest ☐ Send Email 3: social proof and urgency (“places filling up”) ☐ Publish LinkedIn Post 4: speaker or content highlight ☐ Intensify phone calls — focus on prospects who haven’t yet committed ☐ Send Email 4: “This is what past attendees experienced” (use real results) ☐ Review your registration numbers against your target and adjust your outreach accordingly ☐ Confirm catering numbers with your venue (provisional — you’ll confirm final numbers in Week 1) ☐ Send Email 5: “Limited places remaining” with direct booking link ☐ Publish LinkedIn Post 5: “Limited places — book now” ☐ Final phone call blitz to anyone who registered but hasn’t confirmed, and any remaining warm prospects ☐ Brief your team on their on-the-day roles (see Section 6 for detail) ☐ Confirm AV requirements with the venue (projector, screen, microphone, laptop connection) ☐ Print any additional materials: feedback forms, name badges, signage ☐ Confirm your Clarity presenter’s travel and logistics arrangements ☐ Publish LinkedIn Post 6: behind-the-scenes preparation excitement © Clarity | www.clarity-hq.com | The Business Improvement Summit — Event Playbook Week 1 (Final Week): Final Prepara*ons ☐ Send Email 6: final reminder — “We look forward to seeing you” with logistics (parking, directions) ☐ Publish LinkedIn Post 7: “This week!” countdown post ☐ Confirm final catering numbers with venue ☐ Collect printed workbooks from your printer and check quality ☐ Prepare delegate packs: workbook, feedback/booking form, pen ☐ Run through the Pre-Event Checklist (Section 5) in detail ☐ Ensure Calendly/diary is up to date with available BDR slots for the 3 weeks after the event ☐ Do a final team briefing: roles, timings, and the importance of BDR bookings (see Section 6) ☐ Charge your laptop, test your presentation, and get a good night’s sleep The Golden Rule of Event Marketing Most of your registrations will come from personal outreach — phone calls and personal emails, notes, letters, compliments slips etc. The email campaign and LinkedIn posts build awareness and credibility, but the phone is what fills the room. Don’t rely on digital marketing alone. Pick up the phone. © Clarity | www.clarity-hq.com | The Business Improvement Summit — Event Playbook Sec*on 3: Venue & Room Setup The right venue makes a powerful first impression. Your aEendees — especially prospects — will form an opinion about your firm based on the quality of the event. Get this right, and you start the day with credibility. Choosing Your Venue We recommend a hotel conference room for most summits. Hotels are familiar, easy to find, have parking, and come with built-in catering and AV support. They also signal professionalism — this isn’t a mee:ng in your office, it’s an event. When choosing a venue, look for: • A dedicated conference or mee:ng room (not a par::oned area of a restaurant or bar) • Capacity for your target aBendance plus 20% (if you’re aiming for 40 aBendees, book a room for 50) • Natural daylight if possible — windowless rooms drain energy • Easy access with adequate parking or public transport links • On-site catering for tea, coffee, biscuits and lunch • Built-in AV: projector and screen, or a large TV screen, plus audio if the room is large • A recep:on or foyer area for registra:on and networking • Good Wi-Fi Room Layout We recommend one of three layouts, in order of preference, and depending on your numbers: Layout Best For Classroom style Rows in three sections, chairs facing the from Medium groups (30+). Maximises engagement and interaction. Attendees use desks to make using the workbook easier. Good collaboration in the room. Theatre Style Rows of chairs facing the front, no tables Larger groups (70+). Maximises capacity. Attendees use the workbook on their laps. Good energy in the room. Cabaret Style Round tables with chairs around the front half only (so everyone faces forward) Smaller groups (15–30). More interactive feel. Attendees can use the table for their workbook. Encourages conversation but isolates to just the table. Helpful if you have a team member to encourage participation. © Clarity | www.clarity-hq.com | The Business Improvement Summit — Event Playbook Whichever layout you choose, ensure: • Every seat has a clear view of the screen • The speaker has room to move at the front (not pinned behind a lectern) • There is a table at the front for the speaker’s laptop and materials • There is a registra:on table near the entrance • There is a clearly designated area for the BDR booking desk (this is cri:cal — see Sec:on 6) AV & Technical Requirements Your Clarity presenter will bring their own laptop and presenta:on. You need to ensure the venue provides: • A projector and screen (or large TV screen of at least 55 inches) • HDMI connec:vity (confirm this — some older venues s:ll use VGA) • A lapel microphone (or, if the only op:on, a handheld one), especially if the room holds more than 30 people. Your Clarity presenter will need to approve a no-mike op:on • A small speaker system if using a microphone • A clicker/remote for advancing slides (your presenter will usually bring one, but have a backup) • Power sockets near the speaker’s table Catering Keep it simple and professional. The food is not the star of the show, but bad catering gets remembered for the wrong reasons. • Arrival: tea, coffee, water, and biscuits or pastries • Mid-morning break: top up tea and coffee • Lunch: a light buffet or sandwich selec:on (cater for dietary requirements — ask on your Eventbrite page) • Arernoon: drinks and networking — tea, coffee, sor drinks, and op:onally a glass of wine or beer Confirm final catering numbers with the venue no later than 3 working days before the event. © Clarity | www.clarity-hq.com | The Business Improvement Summit — Event Playbook Venue Checklist Use this checklist when visi:ng or booking your venue: ☐ Room capacity is suitable for your target attendance (plus 20%) ☐ Room has natural daylight (preferred but not essential) ☐ Parking is available for attendees (free or validated if possible) ☐ Easy to find with clear signage or directions you can share ☐ Projector/screen or large TV available and included in hire ☐ HDMI connection available and tested ☐ Microphone and speaker system available (esp for rooms of 30+) ☐ Wi-Fi available and reliable ☐ Catering can be provided on-site (tea, coffee, lunch, afternoon drinks) ☐ A registration/welcome area near the entrance ☐ Space for a BDR booking desk in the networking/drinks area ☐ The room can be set up in your chosen layout (classroom, theatre or cabaret) ☐ Venue can provide a speaker’s table at the front ☐ Costs are within budget (room hire, AV, catering — get a full quote) ☐ Date is confirmed and deposit paid © Clarity | www.clarity-hq.com | The Business Improvement Summit — Event Playbook Sec*on 4: Your Marke*ng Toolkit This is the engine that fills your room. Inside this sec>on, you’ll find everything you need: your invite list strategy, landing page copy, Eventbrite setup, a complete 6-week email campaign, LinkedIn posts, and phone scripts. Every piece of copy is wriEen and ready to customise. The marke:ng works on three levels simultaneously: digital reach (emails and LinkedIn), personal outreach (phone calls, notes, leBers etc), and your event page (Eventbrite and website). All three maBer. The emails and LinkedIn posts create awareness and build credibility. The phone calls convert that awareness into registra:ons. The event page is where people actually book. 4.1 Building Your Invite List Your invite list is the single biggest factor in how many people aBend. Get this right, and everything else becomes easier. You should aim to invite at least 3–4 :mes your target aBendance. If you want 40 people in the room, you need a list of at least 120–160 names. Not everyone will open your email. Not everyone who opens it will register. Not everyone who registers will show up. Who to Invite Exis*ng Clients: Every business-owner client in your prac:ce. This is not just for your advisory clients (who are helpful as cheerleaders) — it’s for all of your business clients. The summit is where you introduce them to the idea of business advisory services. It’s the start of the conversa:on, not the end. Prospects: Business owners you’ve met at networking events, been introduced to, had ini:al conversa:ons with, or who have enquired but not yet become clients. The summit is the perfect low-commitment first step. Referral Contacts: Ask your best clients if they know business owners who would benefit from aBending. Offer them a complimentary VIP :cket to give to a colleague or friend. Professional Network: Solicitors, IFAs, bank managers, and other professionals in your network who work with business owners. They may want to aBend themselves or refer their clients. Local Business Community: Chamber of Commerce contacts, BNI group members, LinkedIn connec:ons in your area, and local business groups. The Power of the Personal Invite The most effective invitation is a personal one. A phone call, note, letter or compliments slip from you or a senior member of your team saying “I’m hosting this event and I’d really like you to be there” is worth more than 50 emails. For your top 20 clients and key prospects, make it personal. © Clarity | www.clarity-hq.com | The Business Improvement Summit — Event Playbook 4.2 Your Event Landing Page Create a dedicated page on your website for the summit. This is great for SEO and provides a professional, branded des:na:on to link to in your emails, LinkedIn posts, and phone conversa:ons. The page should link through to Eventbrite for the actual booking. Here is the recommended copy for your landing page. Customise the sec:ons in [square brackets] with your own details: Landing Page Copy HEADLINE: The Business Improvement Summit SUB-HEADLINE: Stop working harder for less. Start working smarter for more. A practical, no-nonsense half-day event for business owners who know their business has more to give and are ready to find out how. Hosted by [YOUR FIRM NAME]. {Delivered by Clarity.} [DATE] | [START TIME] – [END TIME] | [VENUE NAME & ADDRESS] --- DOES THIS SOUND FAMILIAR? You started your business with big ambitions. But somewhere along the way, things got complicated. You’re putting in more hours than ever, but your profits aren’t growing the way they should. You’ve tried different things — new marketing, new services, new systems — but nothing seems to stick. You know your business has potential. You just can’t see how to unlock it. If that rings true, the Business Improvement Summit will change your perspective in a single morning. --- WHAT YOU’LL DISCOVER: • The 7 biggest mistakes small business owners make (and which ones are quietly costing you money right now) • A simple framework that shows you exactly where your business really is — most owners are shocked when they see this clearly for the first time • The only 3 ways any business can grow, and why most owners are only using one of them • How a 1% daily improvement compounds into 38x growth over a year — and how to apply this to your business • A practical, personalised action plan you can start using the very next day © Clarity | www.clarity-hq.com | The Business Improvement Summit — Event Playbook PLUS: Every attendee receives a comprehensive Business Improvement Workbook and the exclusive opportunity to book a complimentary Business Diagnostic Review with [YOUR FIRM NAME] — normally valued at [£495/£595/£795]. Only available to those who book on the day. --- WHO IS THIS FOR? Business owners, directors and senior leaders who feel stuck on a hamster wheel. Who are working harder than ever but not seeing it in their bank account. Who’ve tried things before that didn’t work. Who want practical, proven strategies — not motivational fluff. Whether you run a team of 2 or 200, you’ll leave clearer, more focused, and with a genuine plan. --- YOUR SPEAKER The summit is delivered by [Aynsley Damery / Steven Briginshaw] from Clarity. [Aynsley / Steven] is a multi-award-winning entrepreneur who has created, built and sold several successful businesses, and has spent over 25 years helping thousands of business owners across the UK build more profitable, more valuable and more enjoyable businesses. A seasoned international keynote speaker who has captivated audiences at major industry events worldwide, he is known for delivering actionable strategies that drive real change. This isn’t theory from a textbook. It’s real-world expertise, delivered with energy and warmth, that you can put into practice immediately. --- WHAT PREVIOUS ATTENDEES SAY: “The most valuable half-day I’ve spent on my business in years.” “I came expecting a sales pitch and left with a genuine plan. Brilliant.” “Simple, practical, and exactly what I needed to hear.” --- TICKETS Standard tickets: £47 (includes all sessions, workbook, lunch and networking drinks) VIP complimentary tickets available for clients and contacts of [YOUR FIRM NAME] — contact [NAME/EMAIL] or call [PHONE]. Places are strictly limited. [BOOK YOUR PLACE — link to Eventbrite] © Clarity | www.clarity-hq.com | The Business Improvement Summit — Event Playbook 4.3 Se`ng Up Eventbrite Eventbrite is the simplest way to manage registra:ons. It handles bookings, sends confirma:on emails, and gives you a real-:me view of numbers. Here’s how to set it up: Step-by-Step Setup 1. Go to www.eventbrite.co.uk and create a free account (or log into your exis:ng one) 2. Click “Create Event” and enter your event :tle: “The Business Improvement Summit — Hosted by [YOUR FIRM NAME]” 3. Add the date, :me, and venue details 4. For the event descrip:on, use the Eventbrite copy provided below — it is wriBen to convert registra:ons and should be used as-is (just fill in the [BRACKETS]) 5. Set up TWO :cket types: 1. Add a ques:on asking about dietary requirements (you’ll need this for catering) 2. Add a ques:on: “How did you hear about this event?” (useful for tracking what’s working) 3. Publish the event and copy the URL — you’ll use this in all your marke:ng Ticket Type Details Standard Ticket — £47 Available to the general public. This price signals the event has real value and increases show-up rates. Set the ticket end-date as the day before the event. VIP / Complimentary Ticket — Free For your clients, personal invitees, and anyone you want to attend for free. You control who gets these by sending them a direct link or entering a discount code. Set as “Hidden” so only people with the link can see it. A Note on Ticket Pricing The £47 ticket price is strategic, not commercial. It signals that this event has genuine value — it’s not a free seminar in a pub function room. People who pay are also significantly more likely to actually show up. That said, the purpose of the summit is not to make money from ticket sales — it’s to fill the room with business owners who will book a Business Diagnostic Review. Give complimentary tickets generously to the right people. Some members donate ticket revenue to a local charity, which is a lovely touch. © Clarity | www.clarity-hq.com | The Business Improvement Summit — Event Playbook Your Eventbrite Page Copy This is the copy for your Eventbrite event descrip:on. It is wriBen to speak directly to the business owners you want in the room — people who are working hard but feel stuck, frustrated, or unsure what to do next. Copy it exactly as wriBen and fill in the sec:ons in [SQUARE BRACKETS]. Eventbrite Event Descrip*on — Copy This THE BUSINESS IMPROVEMENT SUMMIT Hosted by [YOUR FIRM NAME] [DATE] | [START TIME] – [END TIME] | [VENUE NAME, TOWN] ━━━━━━━━━━━━━━━━━━━━ ARE YOU WORKING HARDER THAN EVER BUT NOT SEEING THE RESULTS? If you’re a business owner who’s putting in the hours but watching your margins shrink… if you’ve tried different things but nothing seems to stick… if you know your business should be doing better but you’re not sure where to focus next — this event is for you. The Business Improvement Summit is a practical, no-nonsense half-day event for business owners who are ready to stop guessing and start growing. No motivational fluff. No hard sell. Just proven strategies that work. ━━━━━━━━━━━━━━━━━━━━ WHAT YOU’LL GET FROM THE DAY: ✔ Discover the 7 biggest mistakes that keep small businesses stuck — and how to fix them ✔ Learn a simple framework that reveals exactly where your business is right now (most owners are shocked when they see this clearly for the first time) ✔ Understand the only 3 ways any business can grow — and why most owners are only using one of them ✔ See how small, consistent changes can transform your turnover, your profits, and your take- home pay ✔ Walk away with a clear, practical action plan you can start using the very next day ✔ Receive a comprehensive Business Improvement Workbook to keep PLUS: Every attendee has the exclusive opportunity to book a complimentary Business Diagnostic Review with [YOUR FIRM NAME] — a one-to-one deep-dive into your business that is normally valued at [£495/£595/£795]. This is only available to those who book on the day. © Clarity | www.clarity-hq.com | The Business Improvement Summit — Event Playbook ━━━━━━━━━━━━━━━━━━━━ WHO IS THIS FOR? This event is designed for business owners, directors and senior leaders who: • Feel like they’re on a hamster wheel — working hard but going nowhere fast • Know their business has more potential but aren’t sure how to unlock it • Want to increase profits, improve cash flow, or build a stronger team • Have tried things before that didn’t work (or worked for a while and then fizzled out) • Are tired of generic advice and want something practical they can actually use • Want to build a business that gives them a better life, not just a bigger headache Whether you run a team of 2 or 200, the principles covered in this session apply to every business. You’ll leave feeling clearer, more focused, and with a genuine plan of action. ━━━━━━━━━━━━━━━━━━━━ YOUR SPEAKER The summit is delivered by [Aynsley Damery / Steven Briginshaw] from Clarity. He is a multi- award-winning entrepreneur who has built and sold several successful businesses and has spent over 25 years working with thousands of business owners across the UK and internationally. A sought-after keynote speaker who has captivated audiences at major business events around the world, he is known for making the complex feel simple and for delivering strategies that actually work. This isn’t theory from a textbook. It’s real-world, proven expertise delivered in a way that’s engaging, practical, and immediately actionable. © Clarity | www.clarity-hq.com | The Business Improvement Summit — Event Playbook ━━━━━━━━━━━━━━━━━━━━ WHAT PREVIOUS ATTENDEES SAY: “The most valuable half-day I’ve spent on my business in years.” “I came expecting a sales pitch and left with a genuine plan. Brilliant.” “Simple, practical, and exactly what I needed to hear. I wish I’d done this two years ago.” ━━━━━━━━━━━━━━━━━━━━ THE DETAILS: • Date: [DATE] • Time: Registration from [TIME], event starts at [TIME], finishes by [TIME] • Venue: [VENUE NAME, FULL ADDRESS] • Parking: [DETAILS] • Includes: All sessions, Business Improvement Workbook, lunch, refreshments and networking drinks Standard tickets: £47 (or contact [EMAIL/PHONE] to request a complimentary VIP ticket) Places are strictly limited to keep the event focused and interactive. Book now to avoid disappointment. © Clarity | www.clarity-hq.com | The Business Improvement Summit — Event Playbook 4.4 The 6-Week Email Campaign Below are seven emails designed to be sent over the six weeks leading up to your summit. Each email has a specific job to do and builds on the last. Fill in the sec:ons in [SQUARE BRACKETS] with your details — everything else is ready to send as-is. Send these from a senior person in the firm (ideally you, the founding partner or prac:ce owner) — not from a generic “info@” address. Personal emails get opened. Generic ones get deleted. Email 1 — Week 5 — The Personal Invita*on Subject: I’d love you to be at this — it could change how you see your business Dear [FIRST NAME], I’m wri:ng to you personally because I’m hos:ng something on [DATE] that I think could make a genuine difference to your business. It’s called The Business Improvement Summit — a half-day event at [VENUE] in [TOWN] for business owners who are working hard but want to see beBer results. More profit. More cash. More control. More enjoyment. Less stress. If that sounds like something you’d want, please read on. The session is delivered by [Aynsley Damery / Steven Briginshaw] from Clarity. He is a mul:- award-winning entrepreneur who has built and sold several businesses and has spent over 25 years working with thousands of business owners worldwide. He is one of the most in- demand business speakers in the UK, and I’ve asked him to come and share his exper:se with you. During the morning, you’ll discover the 7 biggest mistakes that keep small businesses stuck (and how to avoid them), a powerful framework for understanding where your business really is right now, and the 3 proven ways to grow any business. You’ll leave with a comprehensive workbook and a clear plan of ac:on. And here’s the best part: every aBendee can book a complimentary Business Diagnos:c Review with my team — normally valued at [£495–£795] — but only if you book on the day. As a [valued client/someone I hold in high regard], I’ve reserved a complimentary VIP :cket for you. [BOOK YOUR PLACE — link to Eventbrite] Important: These Emails Are Written to Be Used As-Is We know you’re busy. These emails are carefully written to speak directly to business owners who feel stuck, frustrated, or unsure where to focus next. You don’t need to rewrite them. Just fill in the [BRACKETS] and send. If you want to amend or add a personal touch (a sentence about why you chose to host this event, or a specific mention of someone’s business), that’s great — but it’s not required. The copy works as it is. © Clarity | www.clarity-hq.com | The Business Improvement Summit — Event Playbook Places are limited to keep things focused and personal. If you know another business owner who’d benefit, you’re welcome to bring them along — just let me know and I’ll reserve them a :cket too. I really hope you can make it. Warm regards, [YOUR NAME] [YOUR FIRM NAME] Email 2 — Week 4 — The Pain Points Subject: Does any of this sound familiar? Dear [FIRST NAME], I wanted to tell you a bit more about why I’m hos:ng The Business Improvement Summit on [DATE]. Over the years, I’ve spoken to hundreds of business owners. And the same things keep coming up: “I’m working longer hours than ever, but my profits haven’t grown.” “I know I should be doing things differently, but I don’t know where to start.” “I feel like I’m on a hamster wheel — running fast but going nowhere.” “I’ve tried things before. They worked for a bit, then fizzled out.” “I just want my business to give me a beBer life, not a bigger headache.” If any of that sounds familiar, you’re not alone. And you’re not doing anything wrong. You just need the right framework and the right support. That’s exactly what this summit provides. In one morning, you’ll get: • A clear picture of where your business actually is right now (most owners are surprised) • The 7 biggest mistakes that keep businesses stuck — and how to fix them • A simple growth model that shows you exactly where your biggest opportuni:es are • A prac:cal ac:on plan and a comprehensive workbook you can use straight away The session is delivered by [Aynsley Damery / Steven Briginshaw], a mul:-award-winning entrepreneur and interna:onal keynote speaker who has worked with thousands of businesses globally. This is not textbook theory — it’s real-world, proven exper:se. [BOOK YOUR PLACE — link to Eventbrite] © Clarity | www.clarity-hq.com | The Business Improvement Summit — Event Playbook I’ve saved a complimentary VIP :cket for you. Places are filling up. Best, [YOUR NAME] Email 3 — Week 3 — The Power of Small Changes Subject: A 1% improvement today. A 38x improvement by year-end. Dear [FIRST NAME], Here’s something that stopped me in my tracks when I first heard it: If you improve by just 1% every single day, you’ll be 37.78 :mes beBer by the end of the year. Not 1% beBer. Not 10% beBer. Nearly 38 TIMES beBer. Now, nobody improves every single day. But the principle is extraordinary: small, consistent improvements — to your pricing, your processes, your team, your cash flow, your client experience — compound over :me into transforma:onal results. The problem is, most business owners don’t know which 1% to focus on. They’re busy doing everything and improving nothing. At The Business Improvement Summit on [DATE], you’ll learn exactly where to focus. You’ll discover the 3 growth levers that every business has (and why most owners only pull one of them), and you’ll leave with a clear plan for which small changes will have the biggest impact on YOUR business. Previous aBendees have gone on to generate tens of thousands of pounds in addi:onal revenue — some over £100,000 — within months of the event. Not through some magic trick, but through focus and clarity. There are s:ll places available. But not many. [BOOK YOUR PLACE — link to Eventbrite] This really could be the most valuable morning you spend on your business this year. Warm regards, [YOUR NAME] © Clarity | www.clarity-hq.com | The Business Improvement Summit — Event Playbook Email 4 — Week 3 (mid-week) — What Makes This Different Subject: This isn’t another business seminar Dear [FIRST NAME], I know what you might be thinking. Another business event. Another morning away from the office. Another person telling you what to do. I get it. I’ve been to those events too. The ones where you leave feeling mo:vated for about 48 hours and then everything goes back to normal. The Business Improvement Summit on [DATE] is different. Here’s why: 1. It’s not mo:va:onal fluff. It’s a structured, prac:cal session built around proven frameworks that have been used with thousands of businesses around the world. 2. You leave with a workbook and a plan. Not a vague sense of inspira:on — actual, wriBen- down ac:ons you can take tomorrow. 3. It’s delivered by someone who’s done it. [Aynsley Damery / Steven Briginshaw] hasn’t just read about growing businesses — he has built and sold his own. He’s worked with thousands of business owners across the UK and interna:onally, and he knows what works and what doesn’t. 4. There’s a genuine next step. Every aBendee can book a free Business Diagnos:c Review with my team — a proper one-to-one deep-dive into your business, normally worth [£495– £795]. But only if you book on the day. I didn’t put this event on to waste your :me. I put it on because I believe it will genuinely help you. [BOOK YOUR PLACE — link to Eventbrite] [X] places remaining. I’d love to see you there. Best, [YOUR NAME] Email 5 — Week 2 — Last Chance Subject: We’re nearly full — have you booked? Dear [FIRST NAME], Quick one from me — The Business Improvement Summit on [DATE] is nearly full. We have [X] places ler. If you’ve been meaning to book, please do it now. I’d hate for you to miss out. Here’s what you’ll walk away with: © Clarity | www.clarity-hq.com | The Business Improvement Summit — Event Playbook • A clear understanding of where your business really is (and what’s holding it back) • The 3 proven ways to grow any business — and which ones you should be focusing on • A prac:cal, personalised ac:on plan you can start using immediately • A comprehensive Business Improvement Workbook • The chance to book a free Business Diagnos:c Review with my team (worth [£495–£795]) — only available to aBendees who book on the day All of this in one morning. No fluff. No hard sell. Just clarity on what to do next. [BOOK YOUR PLACE — link to Eventbrite] I’ve saved you a complimentary :cket — but I can only hold it un:l places run out. See you on [DATE]. [YOUR NAME] Email 6 — Week 1 — Final Reminder (Logis*cs) Subject: See you on [DAY]! Everything you need to know Dear [FIRST NAME], We’re just days away from The Business Improvement Summit, and I’m looking forward to seeing you there. Here’s everything you need: Date: [DATE] Time: Registra:on and coffee from [TIME], event starts at [TIME] Venue: [VENUE NAME, FULL ADDRESS] Parking: [PARKING DETAILS] Lunch: Included — a buffet lunch will be served. [We’ve noted your dietary requirements.] What to bring: Just yourself and an open mind. We’ll provide your Business Improvement Workbook, pen, and everything else you need. One thing to come prepared for: at the end of the session, you’ll have the opportunity to book a complimentary Business Diagnos:c Review with my team. This is a one-to-one deep- dive into your business, normally valued at [£495–£795], and it’s free for anyone who books on the day. Bring your diary or have it on your phone — this is the single best thing you can do arer the event, and places fill up fast. See you on [DAY]! © Clarity | www.clarity-hq.com | The Business Improvement Summit — Event Playbook Warm regards, [YOUR NAME] Email 7 — Day APer — No-Shows Subject: We missed you yesterday — but I have something for you Dear [FIRST NAME], I no:ced you weren’t able to make it to The Business Improvement Summit yesterday. I hope everything’s okay — I know how crazy diaries can get. You were missed! We had [X] business owners in the room and the feedback has been fantas:c. People ler with real clarity on what they need to focus on, and many have already booked their Business Diagnos:c Review with my team. I know life gets in the way, so I wanted to reach out with an offer: I’d s:ll like to give you the complimentary Business Diagnos:c Review that we offered to aBendees on the day. It’s a one-to-one session where we take a proper look at your business — your numbers, your growth opportuni:es, your biggest challenges — and help you build a clear plan for what to do next. It’s normally valued at [£495–£795], and I’m offering it to you with no strings aBached. If you’d like to book, just reply to this email or call us on [PHONE NUMBER] and we’ll find a :me that suits. I hope we can help. Warm regards, [YOUR NAME] © Clarity | www.clarity-hq.com | The Business Improvement Summit — Event Playbook 4.5 LinkedIn Posts Post these on your personal LinkedIn profile (not your company page — personal posts get far more reach). These are wriBen to work as-is: just fill in the [BRACKETS]. Add a relevant image where possible — a photo of you, the venue, or your team adds authen:city. Post 1 — Announcement (Week 5) I’ve got something exci:ng to share. On [DATE], I’m hos:ng The Business Improvement Summit at [VENUE] in [TOWN]. It’s a half-day event for business owners who are working hard but want beBer results. More profit. BeBer cash flow. A business that gives them a life, not just a living. The session is delivered by [Aynsley Damery / Steven Briginshaw] — a mul:-award-winning entrepreneur and interna:onal keynote speaker who has worked with thousands of businesses around the world. He is one of the best I’ve ever seen at helping business owners see what’s really going on in their business. No fluff. No sales pitch. Just prac:cal, proven strategies you can use straight away. Every aBendee gets a comprehensive workbook and the chance to book a free Business Diagnos:c Review with my team (normally [£495–£795]). If you’re a business owner in [AREA], I’d love to see you there. And if you know someone who should be in the room, please tag them below. Places are limited: [EVENTBRITE LINK] #BusinessImprovement #BusinessGrowth #[YourTown] Post 2 — The Pain Points (Week 4) I had a conversa:on with a business owner last week that stuck with me. She said: “I’m working harder than I ever have, but I’ve got less to show for it. I don’t know what I’m doing wrong.” She’s not doing anything wrong. She’s just doing too much of the wrong things. And she’s not alone. Posting Tips Post between 7–9am or 12–1pm on weekdays for best reach. Use your personal profile, not your company page. Don’t just post and forget — reply to every comment to boost the algorithm. Tag the venue and your town in relevant posts. © Clarity | www.clarity-hq.com | The Business Improvement Summit — Event Playbook Here’s the reality for most small business owners: • 50% of small businesses don’t make it past 5 years • Most owners are only using 1 of the 3 ways to grow a business • The 7 biggest mistakes are the same ones, over and over again • The good news? Every one of these things is fixable. Once you can see them clearly. That’s exactly what The Business Improvement Summit on [DATE] is designed to do. If you’re a business owner who feels stuck, this could be the morning that changes everything. [EVENTBRITE LINK] #SmallBusiness #BusinessOwner #GrowYourBusiness Post 3 — The Compound Effect (Week 4) 1.01 ^ 365 = 37.78 That’s not a typo. If you improve by just 1% every day, you’ll be nearly 38 :mes beBer in a year. Not 38% beBer. 38 TIMES beBer. Now, nobody improves every single day. But here’s what this means in prac:ce: • Increase your customers by 10%. Your revenue grows. • Increase your average transac:on by 10% at the same :me. Revenue grows more. • Now increase how oren they buy by 10%. You’re now 33% up. From three small changes. Most business owners are looking for the one big breakthrough. The truth? It’s the small, consistent improvements that transform a business. At The Business Improvement Summit on [DATE], I’m hos:ng a session that shows you exactly where to make those small changes for maximum impact. S:ll a few places: [EVENTBRITE LINK] #Con:nuousImprovement #BusinessGrowth © Clarity | www.clarity-hq.com | The Business Improvement Summit — Event Playbook Post 4 — The 5 Ques*ons (Week 3) Five ques:ons that most business owners can’t answer: 1. What business are you REALLY in? 2. Why are you in business? (And is the answer s:ll the same as when you started?) 3. Who are you in this business? Are you the technician, the manager, or the leader? 4. Where are you in the business lifecycle? 5. What’s next? These sound simple. They’re not. And the answers change everything. When business owners sit down and properly think about these five ques:ons, something shirs. They stop reac:ng and start leading. They stop being busy and start being strategic. These five ques:ons are at the heart of The Business Improvement Summit on [DATE] at [VENUE]. If you’re a business owner who knows you should be working ON your business instead of just IN it, this is your chance. A few places ler: [EVENTBRITE LINK] #StrategicThinking #BusinessOwner #WorkOnYourBusiness Post 5 — Nearly Full (Week 2) We’re nearly full for The Business Improvement Summit on [DATE]. If you’ve been thinking about it, now’s the :me. Here’s what business owners walk away with: ✓ A clear, honest picture of where their business really is ✓ The 7 mistakes that keep businesses stuck (and how to fix them) ✓ A simple growth model they can apply immediately ✓ A comprehensive workbook full of ideas and ac:on points ✓ The chance to book a free Business Diagnos:c Review with my team (normally [£495– £795]) All in one morning. No fluff. No sales pitch. Just clarity. © Clarity | www.clarity-hq.com | The Business Improvement Summit — Event Playbook Last few places: [EVENTBRITE LINK] Post 6 — Prepara*on Excitement (Week 2) Workbooks printed. Venue confirmed. Speaker booked. We’re ready. Next [DAY], [X] business owners from [AREA] are coming together for The Business Improvement Summit. A morning of prac:cal strategies, honest conversa:ons, and real clarity on what to do next. I put this event on because I believe that every business owner deserves beBer than guesswork. You deserve a clear plan. If you haven’t booked yet, there are s:ll a handful of places. [EVENTBRITE LINK] #BizSummit #[YourTown] #BusinessImprovement Post 7 — This Week (Week 1) This [DAY]. The Business Improvement Summit. A room full of ambi:ous business owners. A world-class speaker. Prac:cal strategies for growth. A free Business Diagnos:c Review for those who want to go deeper. If you run a business in [AREA] and you want more from it — more profit, more control, more life — there are a handful of places ler. [EVENTBRITE LINK] I can’t wait. © Clarity | www.clarity-hq.com | The Business Improvement Summit — Event Playbook Post 8 — Post-Event (Day APer) What a morning. [X] business owners came together at The Business Improvement Summit yesterday and the energy was incredible. The best bit? Watching people’s faces when they realised that the answers they’d been looking for weren’t complicated. They were just hidden in plain sight. Huge thanks to [Aynsley Damery / Steven Briginshaw] for a masterclass in making the complex feel simple, and to every single person who gave up their morning to invest in their business. The conversa:ons over lunch and drinks arerwards were brilliant. And I’m already looking forward to the Business Diagnos:c Reviews we’ve booked in over the coming weeks. If you missed it, we’ll be doing this again. Watch this space. And if you were there and haven’t booked your free review yet — get in touch. It’s the best next step you can take. #BizSummit #BusinessImprovement #[YourTown] © Clarity | www.clarity-hq.com | The Business Improvement Summit — Event Playbook 4.6 Phone Scripts Phone calls fill rooms. It’s as simple as that. Your team should be making personal calls to everyone on your invite list — star:ng with your most important clients and warmest prospects, and working outward. Here are scripts for the most common scenarios. Script 1: Calling an Exis*ng Client Phone Script — Existing Client “Hi [NAME], it’s [YOUR NAME] from [FIRM NAME]. Have you got a couple of minutes?” “Great. I’m calling because we’re hosting something really special on [DATE] that I think you’d get a lot from. It’s called The Business Improvement Summit — it’s a half-day event for business owners{, and it’s being delivered by Clarity, who are the UK’s leading business improvement specialists.”} “It covers practical strategies for growing a more profitable business — things like understanding your numbers, improving cash flow, attracting better clients — all the things that make the difference between a business that’s just getting by and one that’s really thriving.” “As one of our clients, I’ve reserved a complimentary VIP ticket for you. I’d really love you to be there. Can I book you in?” [If yes:] “Fantastic. I’ll send you the details now. And if you know another business owner who’d benefit, you’re welcome to bring a guest — just let me know and I’ll reserve a ticket for them too.” [If hesitant:] “I completely understand you’re busy. Honestly, that’s exactly why this event exists — it’s designed for busy business owners who don’t often get a chance to step back and work on their business. It’s just one morning, and everyone who’s attended before says it was one of the best things they did. Can I pop you down and send you the details?” © Clarity | www.clarity-hq.com | The Business Improvement Summit — Event Playbook Script 2: Calling a Prospect Script 3: Follow-Up Call (No Answer / Voicemail) Phone Script — Prospect “Hi [NAME], it’s [YOUR NAME] from [FIRM NAME]. We [met at / were introduced by / spoke a while back about] [CONTEXT]. Have you got a couple of minutes?” “I’m calling because we’re hosting an event on [DATE] that I thought might really interest you. It’s called The Business Improvement Summit — it’s a half-day for business owners covering practical strategies for improving profitability, cash flow, and business value.” “It’s delivered by Clarity, who specialise in helping business owners get more from their businesses. It’s genuinely one of the best business events I’ve seen — no hard sell, just really practical, useful content.” “There are a few complimentary tickets still available and I’d love to invite you as my guest. Are you free on [DATE]?” [If yes:] “Brilliant. I’ll get a ticket sent over to you now. It’s at [VENUE] and runs from [TIME] to [TIME] with lunch included. I think you’ll really enjoy it.” [If no:] “No problem at all. I’ll keep you in mind for the next one. In the meantime, if there’s ever anything I can help with on the business side, please don’t hesitate to get in touch.” Phone Script — Voicemail “Hi [NAME], it’s [YOUR NAME] from [FIRM NAME]. I’m just calling because we’re hosting a really special event for business owners on [DATE] and I wanted to make sure you knew about it. It’s called The Business Improvement Summit and I think you’d get a lot from it. I’ll drop you an email with the details, but do give me a call back if you’d like to chat about it. Speak soon!” © Clarity | www.clarity-hq.com | The Business Improvement Summit — Event Playbook Handling Common Objec*ons Objection Response “I’m too busy” “I completely understand — every business owner is. That’s actually why this event exists. It’s designed for busy people who rarely get a chance to step back and look at the bigger picture. It’s just one morning, and the feedback from previous attendees is that it was one of the best investments of time they’ve made.” “What’s the catch?” “There’s no catch at all. We’re hosting this because we believe in helping business owners succeed. You’ll get practical strategies, a workbook to take away, and the option to book a free review with us if you want to go deeper. But there’s absolutely no obligation.” “Is it a sales pitch?” “Absolutely not. It’s a genuine educational event. The session is packed with practical content and there’s an offer at the end for anyone who wants a free one-to-one review, but that’s entirely optional. Most people come for the content and leave saying it was brilliant.” “I’ll think about it” “Of course. Just so you know, we do have limited places and they are filling up. Can I tentatively book you in so you’re not disappointed, and you can always let me know if anything changes?” “How much is it?” “Standard tickets are £47, but as [a client / someone I’d like to invite personally], I’ve got a complimentary VIP ticket with your name on it.” © Clarity | www.clarity-hq.com | The Business Improvement Summit — Event Playbook Sec*on 5: Pre-Event Checklist The 48 hours before your summit are all about prepara>on. Everything should be confirmed, printed, packed and ready. Use this checklist to make sure nothing is missed. One Week Before 48 Hours Before ☐ Final catering numbers confirmed with venue ☐ Printed workbooks collected and quality-checked ☐ Feedback/BDR booking forms printed (one per attendee plus spares) ☐ Name badges prepared (if using them) ☐ Any welcome signage or banners printed ☐ Calendly / booking system set up with available BDR diary slots for the next 3 weeks ☐ Confirm with your Clarity presenter: travel arrangements, arrival time, any special requirements ☐ Team briefed on their roles for the day (see Section 6) ☐ Test your laptop and any cables/adaptors you’re bringing ☐ Prepare a delegate list for the registration desk (printed, with tick-boxes) ☐ Review final attendee numbers and adjust any catering/seating if needed ☐ Pack all materials into a clearly labelled box or bag: Materials packing list: • Workbooks (one per attendee plus 10% spares) • Feedback/BDR booking forms • Pens (one per attendee) • Name badges and holders (if using) • Printed delegate list for registration • Welcome signage / pop-up banner (if using) • Laptop and charger • HDMI cable and any adaptors • Slide clicker/remote (backup) • Business cards • Blu-tack or tape for signage ☐ Send a brief reminder email to your team about arrival time and setup duties ☐ Charge your phone and laptop fully ☐ Check the weather forecast and adjust your directions email if needed (parking, umbrellas, etc.) ☐ Get a good night’s sleep — tomorrow is going to be a great day © Clarity | www.clarity-hq.com | The Business Improvement Summit — Event Playbook Morning of the Event ☐ Arrive at the venue at least 90 minutes before the event starts ☐ Check the room layout is correct and all seats face the screen ☐ Test the projector/screen — connect the laptop and run through a few slides ☐ Test the microphone and sound system (if applicable) ☐ Set out workbooks, pens, and feedback forms on each seat or table ☐ Set up the registration desk near the entrance with delegate list, spare tickets, and name badges ☐ Set up the BDR booking desk in the networking/drinks area with Calendly open on a tablet or laptop ☐ Put up any welcome signage and directional signs (reception, toilets, etc.) ☐ Confirm catering timings with venue staff (when tea/coffee arrives, when lunch is served) ☐ Brief venue staff on the schedule and when you need the room cleared/reset for drinks ☐ Greet your Clarity presenter when they arrive and walk them through the room setup ☐ Take a deep breath. You’re ready. © Clarity | www.clarity-hq.com | The Business Improvement Summit — Event Playbook Sec*on 6: On-The-Day Running Order This is your minute-by-minute guide for the day. Share the >mings with your team so everyone knows what’s happening and when. The most important thing to remember: every element of the day points towards one outcome — BDR bookings. Event Timeline Time Activity Who 09:00–09:30 Venue access — room setup and final checks Your team 09:30–10:00 Registration opens. Tea, coffee and pastries. Welcome attendees, hand out name badges, tick off delegate list. Your team 10:00–10:15 Host welcome and introduction (see script below) You (the host) 10:15–11:30 Session One — delivered by your Clarity presenter Clarity presenter 11:30–11:45 Coffee and tea break. Encourage mingling. Your team circulates. Your team 11:45–12:00 Optional: a brief word from you or a sponsor (keep to 5–10 minutes maximum) You / Sponsor 12:00–13:15 Session Two — delivered by your Clarity presenter. Includes the BDR offer and call to action. Clarity presenter 13:15–13:30 Host close and thank you (see script below) You (the host) 13:30–15:00 Lunch, drinks and networking. THIS IS WHERE BDR BOOKINGS HAPPEN. Everyone The Critical Window: 13:30–15:00 The drinks and networking session after the close is NOT optional social time. This is your conversion window. This is where your team books Business Diagnostic Reviews. Your Clarity presenter will have just delivered the call to action. Attendees will be energised, inspired, and thinking about their businesses. Your team needs to be in the room, talking to people, answering questions, and actively booking BDR meetings. Have Calendly (or your booking tool) open and ready on a tablet or laptop at a designated booking desk. Make it easy for people to pick a date and time there and then. Every BDR booked on the day is a lead you do NOT have to chase later. The longer you leave it, the cooler they get. Book them while they’re warm. © Clarity | www.clarity-hq.com | The Business Improvement Summit — Event Playbook Your Host Welcome Script This is what you say when you open the event. You should speak for no more than 10–15 minutes. Keep it warm, personal and professional. Here are your talking points: Host Welcome — Talking Points 1. Welcome and thank you “Good morning everyone and welcome to The Business Improvement Summit. Thank you so much for being here today. I know how precious your time is, and I’m confident you’re going to find this morning incredibly valuable.” 2. Introduce yourself and your firm “For those of you I haven’t met, I’m [NAME] and I’m the [ROLE] at [FIRM NAME]. We’re a [brief description] and one of the things we’re most passionate about is helping our clients build better, more profitable businesses. That’s exactly why we’ve put today together.” 3. Set the scene for the day “Today is all about you and your business. It’s a chance to step out of the day-to-day and spend a morning working on your business rather than in it. You’re going to hear some fantastic, practical ideas — and you’ve each got a workbook to capture everything.” 4. Introduce your Clarity presenter “I’m delighted to have [PRESENTER NAME] from Clarity with us today. Clarity is the UK’s leading business improvement programme and [PRESENTER NAME] has worked with hundreds of business owners just like you to help them transform their results. I’ll hand over in just a moment, but first...” 5. Housekeeping “A couple of quick housekeeping items: toilets are [LOCATION], please do help yourselves to tea and coffee throughout the morning, and we’ll break for coffee at around 11:30 and for lunch at around 1:30. We’ve also got drinks and networking afterwards which I’d really encourage you to stay for.” 6. Hand over “Right, without further ado, I’m going to hand you over to [PRESENTER NAME]. Enjoy!” © Clarity | www.clarity-hq.com | The Business Improvement Summit — Event Playbook Your Host Closing Script Arer the Clarity presenter finishes and has delivered the BDR call to ac:on, you close the event. This should be brief — 2–3 minutes maximum. Your job is to reinforce the CTA. Host Close — Talking Points 1. Thank the speaker “[PRESENTER NAME], thank you so much. That was absolutely fantastic. I think I speak for everyone when I say that was an incredibly valuable session.” 2. Reinforce the call to action “As [PRESENTER NAME] mentioned, we’re offering every one of you a complimentary Business Diagnostic Review with my team. This is normally something we charge [£495– £795] for, but today it’s completely free — all you need to do is book a date before you leave.” 3. Make it easy “My team is right over there [gesture to the booking desk] with the diary ready. Please do go and grab a time slot — they fill up quickly. It’s genuinely the best next step you can take after today.” 4. Close warmly “Lunch is being served now, and we’ve got drinks and networking for the next couple of hours. Please stay, chat, and enjoy. And on behalf of everyone at [FIRM NAME], thank you so much for coming today. Enjoy!” © Clarity | www.clarity-hq.com | The Business Improvement Summit — Event Playbook Team Briefing: Roles on the Day Brief your team on these specific roles before the event. Everyone should know exactly what they’re responsible for. Role Responsibilities Registration Desk (1–2 people) Greet attendees, tick off the delegate list, hand out name badges, direct people to seats. Be warm and welcoming — first impressions matter. Room Manager (1 person) Liaise with venue staff on catering timings, manage any room issues (temperature, AV problems), ensure water is available for the speaker. BDR Booking Desk (1–2 people) THE most important role. After the close, be stationed at the booking desk with Calendly/diary open. Proactively approach attendees: “Have you booked your Business Diagnostic Review yet? Let me help you find a time.” Do not wait for people to come to you. Circulator (1–2 people) During drinks and networking, mingle with attendees. Answer questions, gauge interest, and gently guide people towards the booking desk. “Have you booked your review yet? You really should — it’s the best bit!” Remind Your Team The single most important metric for the day is: how many BDR meetings were booked? Everything else is secondary. Your team should be focused, friendly, and proactive about getting dates in the diary. This is not aggressive selling — it’s helping people take the obvious next step after an inspiring morning. © Clarity | www.clarity-hq.com | The Business Improvement Summit — Event Playbook Sec*on 7: Post-Event Follow-Up The event is over but the work isn’t done. The next 48 hours are cri>cal for conver>ng the remaining aEendees who didn’t book on the day, and for confirming the mee>ngs that were booked. Within 24 Hours Within One Week ☐ Collect all feedback/booking forms and sort into three piles: (1) Booked a BDR, (2) Interested but didn’t book, (3) No interest indicated ☐ Send a confirmation email to everyone who booked a BDR (see template below) ☐ Send a thank-you email to all attendees (see template below) ☐ Send the “Sorry we missed you” email to no-shows (Email 7 from Section 4.4) ☐ Post your post-event LinkedIn message (Post 8 from Section 4.5) ☐ Update your CRM or tracking spreadsheet with all attendee data and BDR bookings ☐ Debrief with your team: what went well, what would you improve next time? ☐ Phone everyone in the “interested but didn’t book” pile and offer them a BDR (see phone script below) ☐ Confirm all BDR appointments and send calendar invites ☐ Begin preparing for your first BDR meetings using the Clarity framework ☐ Send a personal thank-you note (email or handwritten) to anyone who brought a guest or referred others ☐ Review the feedback forms for insights you can use in future marketing © Clarity | www.clarity-hq.com | The Business Improvement Summit — Event Playbook Follow-Up Email Templates Thank-You Email (All A7endees) Subject: Thank you for a brilliant morning! Dear [NAME], Thank you so much for joining us at The Business Improvement Summit yesterday. It was a fantastic event and it was great to have you there. I hope you found the session valuable and that your workbook is already full of ideas you can start implementing in your business. If you booked a Business Diagnostic Review with my team, we’ll be in touch shortly to confirm the details. If you didn’t get a chance to book on the day but would like to, just reply to this email or call [PHONE NUMBER] — we’d love to help you take the next step. Thank you again for your time. I look forward to seeing what you do with the ideas from yesterday. Warm regards, [YOUR NAME] © Clarity | www.clarity-hq.com | The Business Improvement Summit — Event Playbook BDR Confirma*on Email Subject: Your Business Diagnos:c Review — confirmed Follow-Up Phone Script (Interested But Didn’t Book) Dear [NAME], Thank you for booking your complimentary Business Diagnostic Review at The Business Improvement Summit. Your review is confirmed for [DATE] at [TIME] at [LOCATION / via video call]. It will take approximately 60–90 minutes. During the review, we’ll take a deep dive into your business, exploring the key areas that drive growth, profitability, and value. You don’t need to prepare anything specific, but it’s helpful if you can bring your most recent management accounts or key financial figures. I’m looking forward to it. If you have any questions before then, don’t hesitate to get in touch. Warm regards, [YOUR NAME] Phone Script — Post-Event Follow-Up “Hi [NAME], it’s [YOUR NAME] from [FIRM NAME]. I just wanted to say thank you for coming to The Business Improvement Summit on [DAY] — it was great to see you there.” “I noticed from your feedback form that you were interested in the Business Diagnostic Review but didn’t get a chance to book on the day. I’d really like to offer that to you — it’s a one-to-one session where we look at your business in detail and help you identify the biggest opportunities for growth.” “We normally charge [£495–£795] for this, but as you attended the summit, it’s completely complimentary. Do you have some time in the next couple of weeks we could get a date in?” © Clarity | www.clarity-hq.com | The Business Improvement Summit — Event Playbook Measuring Your Results Arer the event, track these key metrics to measure success and improve for next :me: Metric What to Track Total registrations How many people registered via Eventbrite and direct bookings combined Attendance rate How many registered attendees actually showed up (aim for 70%+) BDR bookings on the day The number one metric — how many booked before they left BDR bookings post-event Additional bookings made through follow-up calls and emails BDR conversion rate Of those who had a BDR, how many became advisory clients Revenue generated Total advisory revenue attributed to the summit within 3–6 months Cost per acquisition Total event cost divided by number of new advisory clients Marketing channel effectiveness Which channels drove the most registrations (ask on Eventbrite) © Clarity | www.clarity-hq.com | The Business Improvement Summit — Event Playbook Sec*on 8: Quick-Reference Sheets These summary sheets are designed to be printed and shared with your team. They capture the essen>al informa>on from this playbook in a format that’s easy to reference at a glance. Quick-Reference: 6-Week Timeline Quick-Reference: On-the-Day Checklist Week Focus Key Actions 6 Foundations Confirm date, book venue, set up Eventbrite, build invite list, order workbooks, set up Calendly 5 Launch Send Email 1, LinkedIn Post 1, start phone calls, personal invitations 4 Build Momentum Emails 2, LinkedIn Posts 2–3, continue calls, review bookings 3 Drive Registrations Emails 3–4, LinkedIn Post 4, intensify calls, confirm catering 2 Final Push Email 5, LinkedIn Posts 5–6, final call blitz, brief team, print materials 1 Final Preparations Email 6, LinkedIn Post 7, final catering, pack materials, team briefing ☐ Arrive 90 minutes early ☐ Check room layout — all seats face the screen ☐ Test projector, screen, laptop connection, and microphone ☐ Set out workbooks, feedback forms, and pens on every seat/table ☐ Set up registration desk with delegate list and name badges ☐ Set up BDR booking desk with Calendly on tablet/laptop ☐ Put up signage and directional signs ☐ Confirm catering timings with venue staff ☐ Greet your Clarity presenter and walk through the setup ☐ 09:30 — Open registration. Tea, coffee, welcome attendees ☐ 10:00 — Host welcome (10–15 mins). Hand over to Clarity presenter ☐ 10:15 — Session One begins ☐ 11:30 — Coffee break. Team circulates and chats with attendees ☐ 12:00 — Session Two begins. Includes BDR offer and CTA © Clarity | www.clarity-hq.com | The Business Improvement Summit — Event Playbook Quick-Reference: Materials Checklist You’re Ready If you’ve followed this playbook, you are fully prepared to host a Business Improvement Summit that fills a room, delivers value to your aBendees, and generates real advisory revenue for your prac:ce. Remember: the summit is the start of the conversa:on, not the end. Every Business Diagnos:c Review you book is an opportunity to demonstrate the value of your advisory services and build a las:ng, high-value client rela:onship. Your Clarity team is here to support you every step of the way. If you have any ques:ons at any point — before, during, or arer your event — please don’t hesitate to get in touch. Good luck. You’ve got this. Team Clarity BeBer Business | BeBer Life | BeBer World® ☐ 13:15 — Host close (2–3 mins). Reinforce BDR offer. Announce lunch and drinks ☐ 13:30 — CONVERSION TIME. Team actively books BDR meetings. Do not wait — approach people ☐ 15:00 — Event ends. Collect all feedback forms. Thank the venue staff ☐ Workbooks (one per attendee + 10% spares) ☐ Feedback / BDR booking forms (one per attendee + spares) ☐ Pens (one per attendee) ☐ Name badges and holders ☐ Printed delegate list with tick-boxes ☐ Welcome signage / pop-up banner ☐ Directional signs (registration, toilets, etc.) ☐ Laptop (charged) and charger ☐ HDMI cable and any adaptors (VGA backup if needed) ☐ Slide clicker / presentation remote ☐ Business cards ☐ Blu-tack or tape for signage ☐ Tablet or laptop for BDR booking desk (with Calendly loaded) ☐ Spare paper and pens for the booking desk © Clarity | www.clarity-hq.com |