Nov. 29, 2025
Ep. 165: When People Pay, They Pay Attention And Say Yes To Your Bigger Offer / Guest Expert: Annemarie Rose
Send us a text Workshop Game Plan Quiz We share how paid workshops outperform free events, from higher live attendance to faster sales, and break down the steps to pick topics, price smart, and pitch without pressure. Annemarie Rose shows how to build lean promos, partner well, and turn tiny offers into scalable growth. • why paid drives attention, trust, and results • mindset shift to charge and keep it simple • lean promotion with partners and interest lists • topic selection that starts...
We share how paid workshops outperform free events, from higher live attendance to faster sales, and break down the steps to pick topics, price smart, and pitch without pressure. Annemarie Rose shows how to build lean promos, partner well, and turn tiny offers into scalable growth.
• why paid drives attention, trust, and results
• mindset shift to charge and keep it simple
• lean promotion with partners and interest lists
• topic selection that starts with symptoms
• pricing ranges, early bird, and order bumps
• low-tech rev share and checkout options
• ideal workshop length and interactive flow
• teaching the full transformation to pitch cleanly
• using workshops to test and ladder offers
Join the gateway offer challenge today. Your business will thank you. Go to challenge.saranoelblock.com
AnnMarie Rose is an Online Business Scaling Strategist with nearly a decade of experience helping coaches, consultants and service providers leverage their zone of genius to scale with clarity, confidence and flexible, personalized strategy.
She has helped hundreds of service-based leaders navigate scaling mode with ease by refining their offer suite to support their vision and personal strengths and streamlining their marketing and sales systems so they can impact and earn millions online without overwhelm or burnout -- even as their life and desires evolve.
LinkedIn: https://www.linkedin.com/in/annmarierose/
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00:00 - Welcome And Holiday Re-Air
03:27 - Why Paid Workshops Beat Free Events
06:42 - Mindset And Trust To Charge
10:37 - Filling Workshops With Lean Promotion
14:44 - Interest Lists And Segmentation
18:04 - Testing Offers With Paid Workshops
21:24 - Picking Topics That Convert
25:59 - Pricing Bands And Early Bird Strategy
30:24 - Low-Tech Rev Share And Checkout
33:29 - Ideal Length And Format
37:14 - Pitching Without Sweaty Palms
41:09 - The Workshop Game Plan And Links
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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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Hit that subscribe button and start growing your business with Tiny Marketing.
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Hello and welcome back to Tiny Marketing.
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I'm Sarah Noelblock, and this is episode 165.
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Since it is a holiday weekend, I am sharing my most popular episode as of this week.
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It's an underground hit.
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It's a hidden gem.
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I had no idea that it was ranking so well until I looked at my stats.
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So I thought this is the perfect opportunity to bring it to new people who haven't heard this episode before.
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But it is teaching a strategy that has worked really, really well for me.
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And I actually learned it from her.
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So today's episode features expert guest Anne-Marie Rose, who teaches us how to leverage paid workshops to fill our larger offers.
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She is a scalability expert.
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And when I became booked out using the strategies that I teach you inside of the Tiny Marketing Club, I went to Anne Marie Rose.
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And I was like, what do I do now?
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What now?
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I am at capacity.
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I cannot take on any more clients.
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What do I do?
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So I worked with her to come up with a series of ideas that I could leverage to build more scalable offers.
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And to fill those, she recommended paid workshops.
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And paid workshops have now become one of my core offers, not only because it's more scalable, but also because it gives you a taste of what it's like to work with me.
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It mirrors the experience inside of the Tiny Marketing Club.
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And in my experience at least, paid workshops have been, they've proven that they get a lot more live participants than free events because you have one, you've invested.
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You've invested in this time that you're going to spend with me.
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So you want to get the most from it.
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So, you know, while my free trainings might have been awesome, it didn't really matter because they were free.
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There wasn't a value attached to it.
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But with my paid workshops, you want to make sure that you're getting the value that you invested into it.
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So you're going to attend, you're going to participate, you're going to get as much as you can from that experience as possible.
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And it makes complete sense.
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I'm exactly the same way.
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But let me tell you a stat that's kind of gonna blow your mind.
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So everybody's experience is different, but with me, my free events get about a 50% live show-up rate.
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While my paid events, which are more intensive, more time, but you get some outcome at the end of it, they get a 95% show-up rate live, which is huge.
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So I hope that cues up this episode well, where Anne Marie is going to teach you how to leverage paid workshops to fill your high-ticket offers.
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Enjoy.
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I'm Anne-Marie Rose.
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I'm an online business scaling strategist.
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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 that they want to have on 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.
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And for anybody listening right now, I have worked with Anne Marie Rose.
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It she helped me develop the Lean Marketing Accelerator and the Tiny Marketing Club.
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So her genius got into that.
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So let's get into workshops.
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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 master classes a bajillion times, but for the first time ever, I'm doing a paid one.
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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.
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Well, very simply, I'll give you the simple answer.
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We can have a deeper conversation about it.
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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.
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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 become, free just simply gets lost.
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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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Fact, yes.
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I have so many free things sitting in my inbox that are like, they're on on red 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.
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Before we hit record today, I said I was really apprehensive about charging for a workshop.
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And you said pretty much everybody is.
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So 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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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, right?
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One is trusting that it's going to fill.
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That's what 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, I trust that doing things this way is going to work.
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And the reason it does work is because buyers have caught onto their own BS, basically.
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And I know myself personally, not everybody's this way.
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But if I sign up for free, I'm probably not going to use it.
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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 brand 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.
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I've had clients with literally no social media or email following 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.
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And if you're breaking into a brand new audience, 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 it's 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.
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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.
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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.
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And um, 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 theories about those topics, email, obviously, tons of email.
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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 fight.
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Anytime I did that, I was like, oh, there's some more.
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Hey there, amazing founders.
00:11:45.650 --> 00:11:47.890
Ready to take your business to the next level?
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Join our Gateway Offer Challenge and watch your sales soar.
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In this challenge, you'll get many Gateway Offer trainings to perfect your offers.
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Learn how to structure your documentation so it sells for you, create buzz around your offer, and identify eager clients with our sales training.
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Plus, get exclusive outreach templates that take the guesswork out of prospecting.
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And because selling should be fun, we've gamified this challenge.
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And let's not forget, you'll also learn how to effortlessly upsell to your signature offer.
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Ready to level up?
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Join the gateway offer challenge today.
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Your business will thank you.
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Go to challenge.sara noelblock.com.
00:12:31.810 --> 00:12:42.530
That is C H A L L E N G E dot S-A-R-A-H-N-O E L B L O C K dot com.
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Yep, totally.
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Um, and I mean I take a really, really lean approach.
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I don't have a podcast.
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Um, I don't do like a ton of social media content.
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So I take a really lean approach.
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Um, 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.
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I know small is incredibly relative here, but we're talking like at that point around a thousand, maybe 1,500 people.
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And I knew she had an audience that trusted her.
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And we had complimentary subject matter that we 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.
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And it was great.
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We just, you know, did a revenue share for that, and it worked out really beautifully.
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And that took a lot of the lift off me to, 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 gonna be hot for this.
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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.
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And so I really just promote it via social media.
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I send some emails, I send anywhere between five and 10, depending on honestly, like what I have capacity for.
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Cause I write all my own emails.
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And then my favorite thing to do is leverage promotion partners, and I usually keep that pretty lean as well.
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Like 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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Yeah, 10 would be a lot to handle.
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Yeah.
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Yeah.
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Exactly.
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So and there's there's so many different things you can do.
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I think what it comes down to because you're a marketer at the end of the day, and like this is what you do day in and day out.
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And so if someone's listening who maybe isn't like 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, work with Sarah, but um the you can do this with really, really light lift promo.
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Like I said, I've had clients do this with they don't have that audience they're trying to reach with their workshop, they have no one in their social media following who falls into that category.
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So it can work.
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It's just about having a personalized approach that's gonna work for you.
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Yeah.
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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 the 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 like there's not a lot of pressure on it.
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It's like a mini little hand raise with it.
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Yes, I love a good, good mini hand raise moment.
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Yeah.
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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.
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Like let's say you were a guest in a podcast and you happen to be talking about paid workshops.
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If they click on that, it would segment them to interested in paid workshops.
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And that's a highly engaged interest list.
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Their little mini handraise happened.
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Yep.
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Totally.
00:16:20.690 --> 00:16:26.050
So 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.
00:16:28.290 --> 00:16:30.610
Um, there's just so many different ways you can go about it.
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It just I like I said, I'm just big on what's gonna work for you for your seasonal life right now and for just the way your brain works.
00:16:37.570 --> 00:16:37.810
Yeah.
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Yeah.
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I really like that 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.
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One, because it doesn't, it's like there's no point in trying to fit a round peg in a square hole.
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Yes.
00:16:55.570 --> 00:16:58.210
It's just a recipe for burnout and frustration.
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Um, as a manifesting generator, 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 gonna happen.
00:17:08.450 --> 00:17:09.970
It just feels like friction.
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Mm-hmm.
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Exactly.
00:17:12.610 --> 00:17:19.730
So that's a really great thing about paid workshops for manifesting generators who want to try different things and explore different topics.
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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.
00:17:29.569 --> 00:17:30.769
You can just host a paid workshop.
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And if there's enough interest in that paid workshop topic, you can say, hmm, well, should this be a deeper offer than I think?
00:17:36.289 --> 00:17:37.890
That's exactly how I use them.
00:17:38.049 --> 00:17:40.690
I use my free master classes that way too.
00:17:40.930 --> 00:17:42.849
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.
00:17:55.650 --> 00:17:57.490
And then maybe I'll expand it from there.
00:17:57.569 --> 00:18:06.049
If it's 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.
00:18:06.849 --> 00:18:07.410
Exactly.
00:18:07.569 --> 00:18:11.410
I have a client, her specialty is in marketing data.
00:18:11.569 --> 00:18:19.569
She just hosted a workshop last week all about leveraging your data to have the best, most successful Black Friday promotion period possible.
00:18:19.809 --> 00:18:30.289
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.
00:18:30.930 --> 00:18:40.049
And um, so what she's likely going to be doing is turning her like dream case workshop experience into a group VIP day offer.
00:18:41.089 --> 00:18:48.289
And then scaling way back on what the workshop itself actually is, less on the implementation, more on the awareness side of things.
00:18:48.370 --> 00:18:57.649
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.
00:18:57.889 --> 00:19:11.730
So she realized through doing the workshop one way that this is actually a great, she's gonna streamline out the experience to have a more simplified workshop that leads to a more full-scale, comprehensive offer.
00:19:12.049 --> 00:19:17.889
So much opportunity can come from hosting a paid workshop that people just can't even anticipate.
00:19:17.970 --> 00:19:20.369
I couldn't put it all on a sales page for a program.
00:19:20.529 --> 00:19:39.250
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.
00:19:39.409 --> 00:19:39.730
Yeah.
00:19:40.210 --> 00:19:46.609
That client just made me think of something you can also have, like offer staircase with that.
00:19:46.849 --> 00:19:53.409
If you have a paid workshop, you can have a little order bump or an upgrade that's available at the checkout.
00:19:53.490 --> 00:19:58.849
You usually have one of those where you can get a boxer week along it.
00:19:59.490 --> 00:20:05.409
So with that one, it could be uh a group implementation day as an upgrade.
00:20:05.730 --> 00:20:11.730
And then the next one up could be the offer that you ultimately want to sell, whatever your signature offer is.
00:20:12.450 --> 00:20:13.089
Yep.
00:20:13.809 --> 00:20:14.930
Okay, let's see.
00:20:15.089 --> 00:20:17.569
We went off topic.
00:20:19.250 --> 00:20:29.170
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 gonna be valuable for you and I in the audience.
00:20:29.250 --> 00:20:32.369
Like I mean, I think all of this will be valuable.
00:20:32.529 --> 00:20:37.250
I just want to make sure I hit all of the little learning points that you want to hit.
00:20:37.569 --> 00:20:43.809
So one of the things that you mentioned is there's one thing that'll make or break your ROI.
00:20:44.609 --> 00:20:46.049
And what is that?
00:20:47.809 --> 00:20:49.649
Very simply, your workshop topic.
00:20:50.049 --> 00:20:53.569
This is something I've been wanting to be like just so blunt about on social media.
00:20:54.690 --> 00:20:55.809
Most people get this wrong.
00:20:55.970 --> 00:20:56.690
Like, I don't care.
00:20:56.930 --> 00:21:00.129
My clients are so freaking smart, it is just hard to do for yourself.
00:21:00.210 --> 00:21:01.329
It's hard to see for yourself.
00:21:01.409 --> 00:21:07.009
Like, I'm an expert at this, and my own workshop topics definitely have room to improve because we're so freaking close to it.
00:21:07.089 --> 00:21:21.250
Yeah, we're so close to it that we tend to and create, choose workshop topics that's for someone who's been spending day in and day out in our brain and understands everything we understand.
00:21:21.889 --> 00:21:29.569
And the reality is, yes, there are some people in your world most likely who all know what their problem is and they're on the hunt for a solution.
00:21:29.809 --> 00:21:33.649
And they're accurate about what the problem is, and they're on the hunt for a solution.
00:21:34.210 --> 00:21:42.210
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.
00:21:43.089 --> 00:21:55.409
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.
00:21:55.809 --> 00:21:57.970
They feel the pain, but they don't know why yet.
00:21:58.769 --> 00:21:59.569
Exactly.
00:22:00.129 --> 00:22:06.769
So where there's some amount of adversity to like pain point, you know, oh, I don't want to do pain point marketing.
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