March 28, 2026
Ep183: People Pay Attention When They Pay For It | Rewind Episode with Annmarie Rose
Send us Fan Mail We break down why paid workshops outperform free webinars for B2B service businesses and how a small price tag can create higher attendance, better results, and warmer leads. We also map the practical strategy for choosing the right workshop topic, filling seats with lean promotion, and selling the next offer without feeling pushy. • Why paid workshops drive attention, attendance, and trust faster • How to fill a paid workshop with partnerships, outreach, email, ...
We break down why paid workshops outperform free webinars for B2B service businesses and how a small price tag can create higher attendance, better results, and warmer leads. We also map the practical strategy for choosing the right workshop topic, filling seats with lean promotion, and selling the next offer without feeling pushy.
• Why paid workshops drive attention, attendance, and trust faster
• How to fill a paid workshop with partnerships, outreach, email, and content
• Using interest lists, polls, and link clicks as mini hand raises
• Choosing a workshop topic for symptom-aware buyers, not experts
• Real pricing ranges that increase commitment without killing signups
• Early-bird pricing, gradual price increases, and partner discount codes
• Simple checkout options, revenue share, and low-tech tracking
• Recommended workshop length and when longer workshops make sense
• Pitching as teaching by revealing the full transformation framework
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00:00 - Paid Workshops for Hot Lead Generation
10:37 - Marketing Strategies for Paid Workshops
20:32 - Effective Workshop Topic Selection Strategies
25:32 - Creating and Pricing Paid Workshops
35:46 - Crafting Paid Workshop Strategy With Anne-Marie Rose
41:21 - Turning Prospects Into Hot Leads
WEBVTT
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If you're tired of guessing how to get booked out, I've got something for you.
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My booked out blueprint starts with a private 45-minute interview where I learn your business, your goals, and what's actually holding you back.
00:00:46.089 --> 00:00:50.250
From that, I create a custom roadmap showing your best route to Booked Out.
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No fluff, just clarity.
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It's only 397, and if you move forward into Booked Out in Six, my Six Mission program, that 397 is fully credited.
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Check the show notes to get started.
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This is Sarah Lovlock, a podcast that helps B2B service businesses do more with less.
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Hey Frums! I'm Sarah Noelblock, and you are listening or watching Tiny Marketing.
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Today we are doing episode 120 with Anne Marie Rose.
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And let me tell you, she's a good friend of mine.
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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.
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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, crafting the perfect for you scalable offer.
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So it was pretty good.
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And it was actually the first conversation that I had that made me realize that the tiny marketing club could be possible.
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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.
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Um, 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.
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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.
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And then I attended one of her workshops called the Workshop Workshop.
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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.
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I tried it and I made some income.
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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?
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And maybe 30% of the people who registered for it show up live 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.
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And the thing is, when people pay for the thing that they're getting, they are so much more likely to consume it.
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And that's proof in the pudding.
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So I have an array of free events that I put on.
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And I will get usually between I probably average about a 50% live show-up rate for the people who registered.
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But for paid events, I nearly almost get a 100% show-up rate.
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And that means that they actually consumed the content I created.
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And if they consumed it, then they very likely achieved the win that I intended for them to get through that content.
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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.
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So enjoy.
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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 Ann Murray Rose.
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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.
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So let me preempt this.
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I have done workshops and I have done master classes a bajillion times.
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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 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.
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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 and 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 stressing 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 and if you're bringing into a brand new audience, there's lots of different ways that you could go about doing things like a JB 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 series about those topics, email, obviously.
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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 spite.
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Anytime I did that, I was like, well, there's some more.
00:11:21.080 --> 00:11:23.080
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Go to challenge.sarah noelblock.com.
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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.
00:12:24.600 --> 00:12:26.040
Yep, totally.
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Um, and I mean I take a really, really lean approach.
00:12:29.159 --> 00:12:30.440
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.
00:12:47.240 --> 00:12:49.320
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 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.
00:14:03.720 --> 00:14:04.120
Yeah.
00:14:04.279 --> 00:14:04.920
Yeah.
00:14:05.560 --> 00:14:06.120
Exactly.
00:14:06.279 --> 00:14:10.279
So and there's there's so many different things you can do.
00:14:10.519 --> 00:14:16.120
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.
00:14:16.279 --> 00:14:26.519
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.
00:14:26.759 --> 00:14:33.399
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.
00:14:41.720 --> 00:14:43.240
So it can work.
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It's just about having a a personalized approach that's gonna work for you.
00:14:47.560 --> 00:14:48.040
Yeah.
00:14:48.279 --> 00:14:55.480
And with that, I want to touch on creating interest lists for events like this.
00:14:55.639 --> 00:14:58.759
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.
00:15:05.080 --> 00:15:15.800
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.
00:15:16.040 --> 00:15:22.759
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.
00:15:58.360 --> 00:16:03.720
So yeah, there's all sorts of things you can do, and you can get super savvy with it.
00:16:03.879 --> 00:16:05.720
You can keep things really simple.
00:16:05.960 --> 00:16:08.279
Um, there's just so many different ways you can go about it.
00:16:08.360 --> 00:16:15.080
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.
00:16:15.240 --> 00:16:15.800
Yeah, yeah.
00:16:15.879 --> 00:16:24.360
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?
00:16:24.600 --> 00:16:27.800
And then kind of reverse engineering from there.
00:16:28.440 --> 00:16:32.840
One, because it doesn't, it's like there's no point in trying to fit a round peg in a square hole.
00:16:32.920 --> 00:16:33.080
Yes.
00:16:33.240 --> 00:16:35.800
It's just so a recipe for burnout and frustration.
00:16:36.120 --> 00:16:45.960
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.
00:16:46.120 --> 00:16:47.639
It just feels like friction.
00:16:48.440 --> 00:16:49.000
Mm-hmm.
00:16:49.399 --> 00:16:50.120
Exactly.
00:16:50.279 --> 00:16:57.399
So that's a really great thing about paid workshops for manifesting generators who want to try different things and explore different topics.
00:16:57.560 --> 00:17:07.159
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.
00:17:07.240 --> 00:17:08.440
You can just host a paid workshop.
00:17:08.680 --> 00:17:15.559
There's enough interest in that paid workshop topic, you can say, hmm, well, should this be a deeper offer that I That's exactly how I use them.
00:17:15.720 --> 00:17:18.359
I use my free master classes that way too.
00:17:18.599 --> 00:17:20.519
But that's exactly what I do.
00:17:20.680 --> 00:17:33.240
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.
00:17:33.319 --> 00:17:35.159
And then maybe I'll expand it from there.
00:17:36.039 --> 00:17:43.720
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.
00:17:44.519 --> 00:17:45.079
Exactly.
00:17:45.240 --> 00:17:49.079
I have a client, her specialty is in marketing data.
00:17:49.240 --> 00:17:57.240
She just hosted a workshop last week all about leveraging your data to have the best, most successful Black Friday promotion period possible.
00:17:57.480 --> 00:18:07.960
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.
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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.
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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.
00:18:35.560 --> 00:18:49.320
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.
00:18:49.640 --> 00:18:55.560
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 and 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.
00:19:17.080 --> 00:19:17.400
Yeah.
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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 get a boxer week along it.
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So with that one, it could be uh a group implementation day as an upgrade.
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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.
00:19:51.480 --> 00:19:52.600
Okay, let's see.
00:19:52.760 --> 00:19:55.240
We went off topic.
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Still the topic of paid workshops, but yeah, I 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.
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Like, yes.
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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.
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And what is that?
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Very simply, your workshop topic.
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And this is something I've been wanting to be like just so blunt about on social media.
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Most people get this wrong.
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Like, I don't care, my clients are so freaking smart, it is just hard to do for yourself.
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