I was at football earlier in the week. A dull 0-0 draw with few chances of note and particularly unexciting football. After a few positive results we’d hyped ourselves up into expecting a win and, when it didn’t come, felt disappointed.

I did, however, get to spend time with my son there and back, eating a brilliant meal before the game, and sharing jokes and drinks.

Make sure you’re aware of all the parts which make up the event you’re promoting. The keynote might not be the benefit people get from being there, so make sure to sell each part equally to avoid disappointment.