Jan. 14, 2025
Ep 120: Why Paid Workshops Convert Like Crazy
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00:00 - Paid Workshops for Hot Lead Generation
09:13 - Marketing Strategies for Paid Workshops
19:01 - Effective Workshop Topic Selection Strategies
24:01 - Creating and Pricing Paid Workshops
34:15 - Crafting Paid Workshop Strategy With Anne-Marie Rose
39:50 - Turning Prospects Into Hot Leads
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Welcome to Tiny Marketing.
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This is Sarah Noel Block, and this is a podcast that helps B2B service businesses do more with less.
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Learn lean, actionable, organic marketing strategies you can implement today.
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No fluff, just powerful growth tactics that work.
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Ready to scale smarter, hit that subscribe button and start growing your business with Tiny Marketing growing your business with tiny marketing.
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Hey friends, I'm Sarah Noelle Block and you are listening or watching tiny marketing.
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Today we are doing episode 120 with Anne-Marie Rose and let me tell you she's a good friend of mine and I've been in her orbit for years now.
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I first met her because I attended one of her workshops and it was really freaking good.
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So I kept going deeper and deeper in her world and she's actually she's been on this show before.
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Hold on one second as I check.
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Pause.
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Okay, I'm back.
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She was on episode 68, the perfect for you, scalable offer.
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So it was pretty good and it was actually the first conversation that I had that made me realize that the tiny marketing club could be possible, and now it's my absolute favorite thing to do.
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I get to talk to cool solo consultants and fractionals every single day, helping them reach their goals.
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One of my clients just had their biggest sale ever and she's been in the tiny marketing club for like three weeks now and that's it.
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So it's been super rewarding, and my conversation with Anne-Marie was the trigger point that allowed me to see Tiny Marketing Club clearly for the first time, to really see what it could be.
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So she's important to me, and then I attended one of her workshops called the Workshop Workshop, and in it she taught us how to leverage paid offers and turn them into hot leads.
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So I tried it, I tried it and I made some income it wasn't significant, but it was some To generate hot leads.
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And the best part was that I had a 100% live show up rate.
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How often do you see that?
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How many times have you had a live masterclass, a live stream, a webinar and maybe 30% of the people who registered for it show up live?
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For this paid workshop that I did, 100% of the people who registered attended.
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It was amazing.
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They were very active, and the thing is, when people pay for the thing that they're getting, they are so much more likely to consume it and that's proof in the pudding, are so much more likely to consume it, and that's proof in the pudding.
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So I have an array of free events that I put on and I will get usually between I probably average about a 50% live show up rate for the people who registered, but for paid events I nearly almost get a 100% show up rate and that means that they actually consumed the content I created and if they consumed it, then they very likely achieved the win that I intended for them to get through that content, and that means that they are one step closer to being ready to work with me.
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So these work so amazingly.
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Today, anne-marie is going to teach us how to leverage paid workshops to convert your prospects into clients, so enjoy.
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I'm Anne-Marie Rose.
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I'm an online business scaling strategist and for nearly a decade now, I've been helping online business owners to leverage their zone of genius and to do so in a way that supports not only the vision that they have for the impact they want to have in the world, but in a way that supports their season of life.
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I've been doing that in various ways over the years, from marketing things that Sarah knows very well and then has evolved over time to be more comprehensive business strategy consulting for those business owners who are service-based business owners and they want to create more scalability so that they can enjoy more freedom for their life, impact more people and, of course, enjoy more revenue in the process.
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One of the ways I love helping my clients to scale their sales process is with paid workshops, which is why I'm super excited to be here today.
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I am excited to talk about this and for anybody listening right now.
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I have worked with Anne-Marie Rose.
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She helped me develop the Lean Marketing Accelerator and the Tiny Marketing Club, so her genius got into that.
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So let's get into workshops and specifically paid workshops.
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Okay, so let me preempt this.
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I have done workshops and I have done masterclasses a bajillion times, but for the first time ever I'm doing a paid one, and you inspired that.
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So can you tell me why specifically paid workshops work well for generating hot leads?
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Yeah, well, very simply, I'll give you the simple answer.
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We can have a deeper conversation about it, but when people pay, they pay attention.
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When they pay attention, they show up and they get results.
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When they get results, they build trust.
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When they build trust, they buy and they buy more.
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Yeah, Really the path right.
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And that it ultimately comes down to free getting lost very easily, especially with as noisy as things are and as short as our attention spans have.
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Become free just simply gets lost and people don't get that result from the free thing.
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Therefore, they don't build the trust in the same way.
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Fapt.
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Yes, I have so many free things sitting in my inbox that are like they're on unread, just because I'm like I know I want to go back to that, but I haven't had a chance yet.
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But anytime I pay for something I'm immediately in there.
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And I paid for your workshop workshop where you touched on the basis of that Before we hit record today.
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I said I was really apprehensive about charging for a workshop and you said pretty much everybody is so.
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You said when they pay, they pay attention.
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I agree with you there.
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I'm more willing to show up for that.
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But how do you fill these paid engagements when there are so many free ones available?
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paid engagements when there are so many free ones available.
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Well, first I'll just use myself as an example.
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There's a mindset piece and a strategy piece to this here.
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Right, one is trusting that it's going to fill.
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That's effectively what you did.
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You didn't do anything really differently in your marketing.
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You were just like.
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I trust that doing things this way is going to work, and the reason it does work is because buyers have caught on to their own BS.
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Basically and I know myself personally not everybody's this way, but if I sign up for free I'm probably not going to use it, but if I pay for it I am.
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So I almost see it as a service to say, okay, let me put a price tag on this so you'll actually get value from it, rather than it just becoming another unread message in your inbox, cluttering up your life, your brain space.
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We don't need that, right.
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So it's added value to put even a small price tag there.
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So trusting that people will jump in is the first step.
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And then, of course, if you are working, you know you have a smaller audience size, whatever I've had clients with literally no social media or email following.
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Leverage this same approach, just with direct outreach to some people who they thought could be a fit for it and sell out a $297 workshop in two weeks time.
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So, yeah, it's about looking at where are your people and if you're breaking into a brand new audience.
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There's lots of different ways that you could go about doing things like a JV partnership or leveraging promotion partners.
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There's lots of different options out there to call people into your world.
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So there's the reach piece yes, but ultimately to put a price tag on it and trust people will sign up comes down to literally trust.
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Yeah, let's get into some of those strategies that people can do to fill them.
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I can tell you what I did for my most recent one, and that was partnerships.
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I shared it with people that I knew had the audience that would want to go to it and in value content, I would add in a PS on the workshop and explain it.
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I did podcast guesting where I would talk about it.
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I did podcast series about those topics.
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Email, obviously, tons of email, but I think the biggest driver was the value content leading to the culmination of you know, we can actually act on this in this workshop.
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That led to the biggest spike.
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Anytime I did that, I was like well, there's some more.
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Yep, totally.
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And I mean I take a really, really lean approach.
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I don't have a podcast, I don't do like a ton of social media content, so I take a really lean approach.
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Almost three years ago when I did my very first paid workshop, I did it with a promotion partner who I knew her audience.
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I already had a very, very small list, very, very small social media following.
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When I say very small, like very, very small, I know small is incredibly relative here, but we're talking like at that point around 1000, maybe 1500 people and I knew she had an audience that trusted her and we had complimentary subject matter that we dealt with.
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So she was not another business strategist or business coach per se, but she dealt with more of the mindset side of things.
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And so we hosted a joint venture workshop and there were a lot of her people that came to that and it was great.
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We just did a revenue share for that and it worked out really beautifully and that took a lot of the lift off me too.
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I didn't really do a ton to promote that one on social media at all.
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I think I sent a few emails but I knew that her audience was going to be hot for this, and now I'm at a point where I still have a very small but mighty audience and it's growing a little bit over time, and so I really just promote it via social media.
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I send some emails.
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I send anywhere between five and ten, depending on honestly like what I have capacity for, because I write all my own emails and then my favorite thing to do is leverage promotion partners and I usually keep that pretty lean as well.
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We haven't, at least up to this point, done it where we've had like 10.
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There's usually like one or two who I know pretty well.
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10 would be a lot to handle.
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Yeah, yeah, yeah, exactly, and there's so many different things you can do.
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I think what it comes down to is you're a marketer at the end of the day, and this is what you do day in and day out, and so if someone's listening, who maybe isn't, marketing hasn't become the consistent thing that you want it to be for yourself and for your business.
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Well, first of all, I work with Sarah, but you can do this with a really really light lift promo.
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Like I said, I've had clients do this with that audience they're trying to reach with their workshop.
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They have no one in their social media following who falls into that category, so it can work.
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It's just about having a personalized approach that's going to work for you.
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Yeah, and with that I want to touch on creating interest lists for events like this.
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And you can do it low lift with social media.
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Like polls are still pushed out pretty well in most algorithms, whatever social media channel you like.
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So if you're creating some sort of social media post with a poll on it, anybody who says they're interested in this topic that you're doing your workshop on you could send them a DM and invite them to that workshop.
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Create little interest lists all over the place, that is, there's not a lot of pressure on it, it's like a mini little hand raise with it.
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Yes, I love a good mini hand raise moment.
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Yeah, and you can do it too in your email where, if you're talking about a topic related to your workshop, you can set up a link action where it'll segment if they click on a certain link Like, let's say, you were a guest in a podcast and you happen to be talking about paid workshops If they click on that, it would segment them to interested in paid workshops and that's a highly.
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It would segment them to interested in paid workshops and that's a highly engaged interest list.
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Their little mini hand raise happened.
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Yep, totally so.
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Yeah, there's all sorts of things you can do and you can get super savvy with it.
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You can keep things really simple.
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There's just so many different ways you can go about it.
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Just like I said, I'm just big on what's going to work for you, for your seasonal life right now and for just the way your brain works.
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Yeah, yeah.
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I really like that.
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You always, when you're working with someone, it's always like well, how much time do you have in your life and what do you want it to look like?
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And then kind of reverse engineering from there one because it doesn, it doesn't.
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It's like there's no point in trying to fit a round peg in a square hole.
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Yes, it's just so.
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It could be for burnout and frustration.
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And the manifesting generator.
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I am constantly talking about how I always feel like I'm this square peg trying to fit in a round hole and it's never going to happen.
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It just feels like friction.
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Exactly so.
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That's a really great thing about paid workshops.
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For manifesting generators who want to try different things and explore different topics, paid workshops are great because it's not like you have to commit to a whole new year-long offer or big you know new service that you're providing around a particular topic.
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You can just host a paid workshop.
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If there's enough interest in that paid workshop topic, you can say hmm well, should this be a deeper offer that I create?
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That's exactly how I use them.
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I use my free masterclasses that way too.
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But that's exactly what I do.
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I use it as a way to test an offer and it's like a little mini beta and then maybe I'll expand it to a bigger beta where I'll turn that workshop into a mini course and see the interest there and then maybe I'll expand it from there.
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But it's like little testing grounds that you can do where you're still getting paid but you're seeing if the offer has legs.
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Exactly.
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I have a client.
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Her specialty is in marketing data.
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She just hosted a workshop last week all about leveraging your data to have the best, most successful Black Friday promotion period possible, and she realized, like how much she loves being able to go into the implementation side of things, but just that a one to two hour container isn't the best container for that, the best container for that.
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And so what she's likely going to be doing is turning her like dream case workshop experience into a group VIP day offer and then scaling way back on what the workshop itself actually is less on the implementation, more on the awareness side of things.
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And that works well for her subject matter because she is working with a lot of clients who aren't they're not like are already deeply steeped in the subject matter she covers.
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So she realized through doing the workshop one way that this is actually a great.
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She's going to streamline out the experience to have a more simplified workshop that leads to a more full scale, comprehensive offer.
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So much opportunity can come from hosting a paid workshop that leads to a more full-scale, comprehensive offer.
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So much opportunity can come from hosting a paid workshop that people just can't even anticipate.
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I couldn't put it all on a sales page for a program.
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Every client that comes in, shows up and goes through the process of putting a scalable system together around paid workshops to sell more of what they offer, ends up on the other side with not only more sales but also some new initiative going on in their business that they wouldn't have been able to arrive at otherwise, which is really cool to see.
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Yeah, that client just made me think of something you can also have like offer staircase with that.
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If you have a paid workshop, you can have a little order bump or an upgrade that's available at the checkout.
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You usually have one of those where you can have a little order bump or an upgrade that's available at the checkout.
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You usually have one of those where you can get a Voxer week along with it, so with that one, it could be a group implementation day as an upgrade, and then the next one up could be the offer that you ultimately want to sell, whatever your signature offer is.
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Yep, okay, let's see we went off topic.
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Still on the topic of paid workshops, but, yeah, I love being able to just take it where the like, let things flow in whatever way we think is going to be valuable for you and I in the audience.
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Like yeah, I mean, I think all of this will be valuable.
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I just want to make sure I hit all of the little learning points that you want to hit.
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So one of the things that you mentioned is there's one thing that'll make or break your ROI, and what is that?
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Very simply, your workshop topic.
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This is something I've been wanting to be just so blunt about on social media.
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Most people get this wrong, like I don't care.
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My clients are so freaking smart.
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It is just hard to do for yourself.
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It's hard to see for yourself Like.
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I'm an expert at this and my own workshop topics definitely have room to improve because we're so freaking close to it.
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We're so close to it that we tend to choose workshop topics.
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That's for someone who's been spending day in and day out in our brain and understands everything we understand.
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And the reality is, yes, there are some people in your world most likely who know what their problem is and they're on the hunt for a solution and they're accurate about what the problem is and they're on the hunt for a solution and they're accurate about what the problem is and they're on the hunt for a solution.
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So it's highly likely that your first thought of what workshop topic you should create is speaking more to that person who is on the hunt for the right solution.
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The reality is that for most of us the pool of people who are just problem aware and not yet solution aware, or, even more likely, they are symptom aware, meaning they're aware of symptoms of the problem.
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They feel the pain but they don't know why yet exactly so, where there's some amount of adversity, to like pain point, you know oh, I don't want to do pain point marketing, that is, it's like meeting people where they are right and it's important to speak in that way because what you're going to ultimately do is help people have a deeper understanding of why they're experiencing that pain.
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I mean, I don't know if you've ever been to therapy there's a lot of therapy that happens and just understanding, like you know, if you're constantly getting in an argument with your spouse or whatever the understanding where that's coming from, or understanding what's driving that is like therapeutic in itself.
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You like have this realization oh my gosh, I'm not crazy.
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You can move through it like you're more able to see okay, here's the solution here, so I can take some action.
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Same idea with workshops.
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If there's a larger pool of people who are aware of the symptom they're experiencing the pain but they're not quite sure what the root of the problem is then you trying to speak to the solution that's on the other side of that, or even directly to the root of the problem that you know they're experiencing, you're losing a lot of people, yeah.
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I agree with you.
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So many people are only in a place and they're deep in it where they just know that they're feeling the pain, that there's this challenge that's coming up, that they're pushing up against a wall, but they don't know why that's happening.
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They don't know how to solve it for sure, so the solution doesn't make sense.
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I always recommend at this stage, like lead magnet stage, that you think back two to three steps before someone would be able to work with you.
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What problem are they aware of right at that point?
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Because that's the point that you want to get them at.
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Totally, and I'm a big examples person so I'll even share an example to help get people's wheels turning.
00:20:18.962 --> 00:20:31.926
On the workshop that you attended, there was someone there who has a marketing agency and she mentioned that one of her frustrations right now is that her people keep coming to her and they want strictly social media, but she offers full service.
00:20:31.926 --> 00:20:35.823
And then the problem is is people are frustrated that their social media isn't getting them the ROI that they want.
00:20:35.823 --> 00:20:44.772
And then the problem is is people are frustrated that their social media isn't getting them the ROI that they want, but they're not as willing to go and invest in the full scale that makes allows them to see the ROI with email marketing and all those other good things.
00:20:44.772 --> 00:20:48.037
So she's like well, maybe I should host a workshop on email marketing.
00:20:48.037 --> 00:20:57.099
And I was like but you said your people are coming to you wanting more help with social media.
00:20:57.099 --> 00:20:58.525
They're going to bed at night thinking about man.
00:20:58.525 --> 00:21:00.856
I got to wake up and post around social media, but I doubt it's actually going to call clients.
00:21:00.876 --> 00:21:02.182
Social media is what's top of mind for them.
00:21:02.182 --> 00:21:08.964
So if we go host a workshop on how to generate more client revenue with email marketing, you've lost them.
00:21:08.964 --> 00:21:10.489
That's not what's top of mind for them.
00:21:10.489 --> 00:21:24.367
But what you could do is host a workshop on how to generate greater ROI from your social media and you can tell them there are these other components of your marketing strategy that need to be dialed in in order for social media to truly have the impact on your business's bottom line that you're desiring.
00:21:24.367 --> 00:21:27.148
So you address their pain point.
00:21:27.148 --> 00:21:30.224
They're sick of spiraling on social media, spinning their wheels on social media.
00:21:30.224 --> 00:21:31.409
That's their immediate pain.
00:21:31.409 --> 00:21:38.252
The root of the problem is not having a comprehensive marketing strategy that allows their social media to increase their bottom line the way that what they want.
00:21:38.252 --> 00:21:41.670
You can help them to identify those gaps in a workshop.
00:21:42.381 --> 00:21:43.486
That makes complete sense.
00:21:43.486 --> 00:21:57.134
People are coming to her for that certain thing, so that's the topic that's going to pop out at them, and then, once they're there, you can say you actually need an ecosystem at feet, right, right, exactly.
00:21:57.134 --> 00:22:03.241
Yeah, that makes sense, and I know exactly who you're talking about.
00:22:03.403 --> 00:22:14.394
It's really the topic is so make or break, and it is that thing that, as experts, we can spin our wheels trying to nail the thing down.
00:22:14.394 --> 00:22:25.827
So just start by asking yourself what do people really need to have in order to be ready for the solution that I offer?
00:22:25.827 --> 00:22:33.851
And another way to ask the question is what is actually top of mind for my ideal client right now related to what I offer and the problem that I solve, and how are they actually speaking to themselves about that?
00:22:33.891 --> 00:22:35.242
And if you don't know, go ask.
00:22:35.242 --> 00:22:37.308
Yeah, that's a really good point.
00:22:37.308 --> 00:22:45.226
A lot of people are coming to me first because they want more engagement on LinkedIn, they want to be able to get clients from LinkedIn.
00:22:45.226 --> 00:23:02.509
But there's a whole ecosystem that goes in there and there's a whole strategy, multi-pronged, so that you're you said, yes, I want a paid workshop, I want hot leads, and then you need to come up with the topic.
00:23:02.881 --> 00:23:08.160
But you know we're all living inside the jar so it's hard to read the label on the outside.
00:23:08.160 --> 00:23:17.994
So you know you got to start workshopping and brainstorming the steps that they are at two to three steps before they need to work with you.
00:23:17.994 --> 00:23:19.903
What do they actually need?
00:23:19.903 --> 00:23:29.732
Or one thing that I'm always doing as I'm taking those sales transcripts from my calls, putting it in chap gpt and asking what's the biggest problem they talked about.
00:23:29.732 --> 00:23:34.251
That's a really good place to start if you're looking for workshop topics.
00:23:34.251 --> 00:23:40.103
If you're looking for workshop topics, yeah and okay.
00:23:40.103 --> 00:23:45.031
So we come up with our topic and it's more of like the problem aware topic and we set a price tag on it.
00:23:45.031 --> 00:23:46.539
What should that look like?
00:23:48.182 --> 00:23:49.044
The price specifically.
00:23:49.044 --> 00:23:57.655
So this is going to really vary depending on industry and a number of other things.
00:23:57.655 --> 00:24:05.959
I will say the most common price points that I see working well are, for most industries, somewhere between 27 and 97.
00:24:05.959 --> 00:24:14.404
I will say, if it's strictly B2C space, like a parent coach for example, maybe you could do something in the $9 to $17 range.
00:24:14.404 --> 00:24:26.012
I know for my audience, which is business owners, that is not enough for them to want to show up Because remember, that's the reason we're putting your price tag on this you can have this as a portion of your business model, but for a low ticket.
00:24:26.012 --> 00:24:30.461
You need high volume on the front end if you want that to really be a significant portion of your business model.
00:24:30.480 --> 00:24:38.753
So if your intention is to leverage paid workshops to generate more sales of your other offers, Don't really worry about oh well, how much money is this going to make me to host the workshop.
00:24:38.753 --> 00:24:39.861
It's just kind of icing on the cake.
00:24:39.861 --> 00:24:43.601
The real point of putting a price tag on it is so that people show up and engage with content.
00:24:43.601 --> 00:24:54.266
So that's the most important question to ask yourself is what is going to be enough of a price tag to encourage people to show up and engage with content.
00:24:54.266 --> 00:24:59.115
Usually, like I said, for my audience, somewhere between $27 and $97 tends to work well.
00:24:59.115 --> 00:25:11.266
I've had clients, especially who are serving larger organizations, they will go somewhere in the around $197, $297 range and I've had clients go all the way up to $500 before.
00:25:11.606 --> 00:25:14.877
Yeah, the workshops that I attend are.
00:25:14.877 --> 00:25:25.209
Usually they're right around the $97 price and it's low enough that it's like, no, okay, but it's high enough that I'm like, well, I gotta go.
00:25:26.922 --> 00:25:27.945
Right, exactly.
00:25:27.945 --> 00:25:33.291
So something I like to do is I might do a $97 price point.
00:25:33.291 --> 00:25:39.307
$47 tends to be my sweet spot where I don't really get any resistance on the price.
00:25:39.307 --> 00:25:49.065
Yeah, but yeah, so $97, and then you could do something like an early bird discount or special guest codes for people.
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