March 29, 2026 • 44 mins
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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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
SPEAKER_00 (00:00):
If you're tired of guessing how to get booked out,
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This is Sarah Lovlock, a podcastthat helps B2B service
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(00:44):
implement today.
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Tiny Marketing.
Hey Frums! I'm Sarah Noelblock,and you are listening or
watching Tiny Marketing.
Today we are doing episode 120with Anne Marie Rose.
(01:10):
And let me tell you, she's agood friend of mine.
And I've been in her orbit foryears now.
I first met her because Iattended one of her workshops,
and it was really freaking good.
So I kept going deeper anddeeper in her world.
And she's actually she's been onthis show before.
(01:30):
Hold on one second as I check.
Pause.
Okay, I'm back.
She was on episode 68, craftingthe perfect for you scalable
offer.
So it was pretty good.
And it was actually the firstconversation that I had that
made me realize that the tinymarketing club could be
(01:55):
possible.
And now it's my absolutefavorite thing to do.
I get to talk to cool soloconsultants and fractionals
every single day, helping themreach their goals.
One of my clients just had theirbiggest sale ever.
Um, and she's been in the tinymarketing club for like three
weeks now, and that's it.
So it's been super rewarding.
(02:17):
And my conversation with AnneMarie was the trigger point that
allowed me to see Tiny MarketingClub clearly for the first time,
to really see what it could be.
So she's important to me.
And then I attended one of herworkshops called the Workshop
(02:38):
Workshop.
And in it, she taught us how toleverage paid offers and turn
them into hot leads.
So I tried it.
I tried it and I made someincome.
It wasn't significant, but itwas some, to generate hot leads.
(03:00):
And the best part was that I hada 100% live show-up rate.
How often do you see that?
How many times have you had alive masterclass, a live stream,
a webinar?
And maybe 30% of the people whoregistered for it show up live
for this paid workshop that Idid, 100% of the people who
(03:21):
registered attended.
It was amazing.
They were very active.
And the thing is, when peoplepay for the thing that they're
getting, they are so much morelikely to consume it.
And that's proof in the pudding.
So I have an array of freeevents that I put on.
(03:44):
And I will get usually between Iprobably average about a 50%
live show-up rate for the peoplewho registered.
But for paid events, I nearlyalmost get a 100% show-up rate.
And that means that theyactually consumed the content I
created.
And if they consumed it, thenthey very likely achieved the
(04:07):
win that I intended for them toget through that content.
And that means that they are onestep closer to being ready to
work with me.
So these work so amazingly.
Today, Anne-Marie is going toteach us how to leverage paid
workshops to convert yourprospects into clients.
(04:29):
So enjoy.
SPEAKER_01 (04:49):
I've been doing that in various ways over the years,
from marketing things that Sarahknows very well, and then has
evolved over time to be morecomprehensive business strategy
consulting for those businessowners who are service-based
business owners and they want tocreate more scalability so that
they can enjoy more freedom fortheir life, impact more people,
and of course enjoy more revenuein the process.
(05:10):
One of the ways I love helpingmy clients to scale their sales
process is with paid workshops,which is why I'm super excited
to be here today.
SPEAKER_00 (05:17):
I am excited to talk about this.
And for anybody listening rightnow, I have worked with Ann
Murray Rose.
She helped me develop the LeanMarketing Accelerator and the
Tiny Marketing Club.
So her genius got into that.
So let's get into workshops.
And specifically paid workshops.
(05:38):
Okay.
So let me preempt this.
I have done workshops and I havedone master classes a bajillion
times.
But for the first time ever, I'mdoing a paid one.
And you inspired that.
So can you tell me whyspecifically paid workshops work
well for generating hot leads?
SPEAKER_01 (05:57):
Yeah.
Well, very simply, I'll give youthe simple answer.
We can have a deeperconversation about it.
But when people pay, they payattention.
When they pay attention, theyshow up and they get results.
When they get results, theybuild trust.
When they build trust, they buyand they buy more.
Yeah.
Really the path, right?
And that it ultimately comesdown to free getting lost very
(06:21):
easily, especially with as noisyas things are and as short as
our attention spans have become,free just simply gets lost.
And people don't get that resultfrom the free thing.
Therefore, they don't build thetrust in the same way.
SPEAKER_00 (06:34):
Fact, yes.
I have so many free thingssitting in my inbox that are
like, they're on unread justbecause I'm like, I know I want
to go back to that, but Ihaven't had a chance yet.
But anytime I pay for something,I'm immediately in there.
And I paid for your workshopworkshop, where you touched on
the basis of that.
(06:55):
Before we hit record today, Isaid I was really apprehensive
about charging for a workshop.
And you said pretty mucheverybody is.
So you said when they pay, theypay attention.
I agree with you there.
I'm more willing to show up forthat.
But how do you fill these paidengagements when there are so
many free ones available?
SPEAKER_01 (07:19):
Well, first I'll just use myself as an example.
There's a mindset piece and astrategy piece to this here,
right?
One is trusting that it's goingto fill.
That's what effectively what youdid.
You didn't do anything reallydifferently in your marketing.
You were just like, I trust thatdoing things this way is going
to work.
And the reason it does work isbecause buyers have caught onto
their own BS, basically.
(07:39):
And I know myself personally,not everybody's this way.
But if I sign up for free, I'mprobably not going to use it.
But if I pay for it, I am.
So I almost see it as a serviceto say, okay, let me put a price
tag on this so you'll actuallyget value from it rather than it
just becoming another unreadmessage in your inbox,
cluttering up your life and yourbrain space.
(07:59):
We don't need that, right?
So it's added value to put evena small price tag there.
So stressing that people willjump in is the first step.
And then of course, if you areworking, you know, you have a
smaller audience size, whatever.
I've had clients with literallyno social media or email
following leverage this sameapproach, just with direct
(08:21):
outreach to some people who theythought could be a fit for it
and sell out a$297 workshop intwo weeks' time.
So yeah, it's about looking atwhere are your people and if
you're bringing into a brand newaudience, there's lots of
different ways that you could goabout doing things like a JB
partnership or leveragingpromotion partners.
There's lots of differentoptions out there to call people
(08:43):
into your world.
So it's there's the reach piece,yes, but ultimately to put a
price tag on it and trust peoplewill sign up comes down to
literally trust.
SPEAKER_00 (09:52):
Yeah.
Let's get into some of thosestrategies that people can do to
fill them.
I can tell you what I did for mymost recent one.
And that was partnerships.
I shared it with people that Iknew had the audience that would
want to go to it.
And um, in value content, Iwould add in a PS on the
(10:15):
workshop and explain it.
I did podcast guesting where Iwould talk about it.
I did podcast series about thosetopics, email, obviously.
Tons of email.
But I think the biggest driverwas the value content leading to
the culmination of, you know, wecan actually act on this in this
(10:37):
workshop.
That led to the biggest spite.
Anytime I did that, I was like,well, there's some more.
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com.
SPEAKER_01 (11:51):
Yep, totally.
Um, and I mean I take a really,really lean approach.
I don't have a podcast.
Um, I don't do like a ton ofsocial media content.
So I take a really leanapproach.
Um, almost three years ago whenI did my very first paid
workshop, I did it with apromotion partner who I knew her
audience.
I already had a very, very smalllist, very, very small social
(12:13):
media following.
When I say very small, likevery, very small.
I know small is incrediblyrelative here, but we're talking
like at that point around athousand, maybe 1,500 people.
And I knew she had an audiencethat trusted her.
And we had complimentary subjectmatter that we we dealt with.
So she was not another businessstrategist or business coach per
se, but she dealt with more ofthe mindset side of things.
(12:34):
And so we hosted a joint ventureworkshop, and there were a lot
of her people that came to that.
And it was great.
We just, you know, did a revenueshare for that, and it worked
out really beautifully.
And that took a lot of the liftoff me to, I didn't really do a
ton to promote that one onsocial media at all.
I think I sent a few emails, butI knew that her audience was
(12:55):
gonna be hot for this.
And now I'm at a point where Istill have a very small but
mighty audience and it's growinga little bit over time.
And so I really just promote itvia social media.
I send some emails, I sendanywhere between five and 10,
depending on honestly, like whatI have capacity for.
Cause I write all my own emails.
(13:17):
And then my favorite thing to dois leverage promotion partners,
and I usually keep that prettylean as well.
Like we haven't at least up tothis point done it where we've
had like 10.
There's usually like one or two,who I know pretty well.
SPEAKER_00 (13:28):
Yeah, 10 would be a lot to handle.
SPEAKER_01 (13:31):
Yeah.
Yeah.
Exactly.
So and there's there's so manydifferent things you can do.
I think what it comes down tobecause you're a marketer at the
end of the day, and like this iswhat you do day in and day out.
And so if someone's listeningwho maybe isn't like marketing
hasn't become the consistentthing that you want it to be for
(13:52):
yourself and for your business.
Well, first of all, work withSarah, but um the you can do
this with really, really lightlift promo.
Like I said, I've had clients dothis with they don't have that
audience they're trying to reachwith their workshop, they have
no one in their social mediafollowing who falls into that
category.
So it can work.
It's just about having a apersonalized approach that's
(14:14):
gonna work for you.
SPEAKER_00 (14:14):
Yeah.
And with that, I want to touchon creating interest lists for
events like this.
And you can do it low lift withsocial media.
Like polls are still pushed outpretty well in most algorithms,
whatever social media channelyou like.
So if you're creating some sortof social media post with a poll
(14:36):
on it, anybody who says they'reinterested in the topic that
you're doing your workshop on,you could send them a DM and
invite them to that workshop.
Create little interest lists allover the place that is like
there's not a lot of pressure onit.
It's like a mini little handraise with it.
Yes, I love a good, good minihand raise moment.
(14:57):
Yeah.
And you can do it too in youremail, where if you're talking
about a topic related to yourworkshop, you can set up a link
action where it'll segment ifthey click on a certain link.
Like let's say you were a guestin a podcast and you happen to
be talking about paid workshops.
If they click on that, it wouldsegment them to interested in
(15:17):
paid workshops.
And that's a highly engagedinterest list.
Their little mini handraisehappened.
Yep.
SPEAKER_01 (15:25):
Totally.
So yeah, there's all sorts ofthings you can do, and you can
get super savvy with it.
You can keep things reallysimple.
Um, there's just so manydifferent ways you can go about
it.
It just I like I said, I'm justbig on what's gonna work for you
for your seasonal life right nowand for just the way your brain
works.
Yeah, yeah.
SPEAKER_00 (15:43):
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 youwant it to look like?
And then kind of reverseengineering from there.
SPEAKER_01 (15:55):
One, because it doesn't, it's like there's no
point in trying to fit a roundpeg in a square hole.
Yes.
It's just so a recipe forburnout and frustration.
SPEAKER_00 (16:03):
Um, as a manifesting generator, I am constantly
talking about how I always feellike I'm this square peg trying
to fit in a round hole and it'snever gonna happen.
It just feels like friction.
SPEAKER_01 (16:15):
Mm-hmm.
Exactly.
So that's a really great thingabout paid workshops for
manifesting generators who wantto try different things and
explore different topics.
Paid workshops are great becauseit's not like you have to commit
to a whole new year-long offeror big, you know, new service
that you're providing around aparticular topic.
You can just host a paidworkshop.
(16:36):
There's enough interest in thatpaid workshop topic, you can
say, hmm, well, should this be adeeper offer that I That's
exactly how I use them.
SPEAKER_00 (16:43):
I use my free master classes that way too.
But that's exactly what I do.
I use it as a way to test anoffer, and it's like a little
mini beta, and then maybe I'llexpand it to a bigger beta where
I'll turn that workshop into amini course and see the interest
there.
And then maybe I'll expand itfrom there.
(17:03):
But it's like little testinggrounds that you can do where
you're still getting paid, butyou're seeing if the offer has
legs.
SPEAKER_01 (17:11):
Exactly.
I have a client, her specialtyis in marketing data.
She just hosted a workshop lastweek all about leveraging your
data to have the best, mostsuccessful Black Friday
promotion period possible.
And she realized like how muchshe loves being able to go into
the implementation side ofthings, but just that a one to
two hour container isn't thebest container for that.
(17:35):
And um, so what she's likelygoing to be doing is turning her
like dream case workshopexperience into a group VIP day
offer.
And then scaling way back onwhat the workshop itself
actually is, less on theimplementation, more on the
awareness side of things.
And that works well for hersubject matter because she is
working with a lot of clientswho aren't, they're not like are
(17:59):
already deeply steeped in thesubject matter she covers.
So she realized through doingthe workshop one way that this
is actually a great, she's gonnastreamline out the experience to
have a more simplified workshopthat leads to a more full-scale,
comprehensive offer.
So much opportunity can comefrom hosting a paid workshop
(18:20):
that people just can't evenanticipate.
I couldn't put it all on a salespage for a program.
Every client that comes andshows up and goes through the
process of putting a scalablesystem together around paid
workshops to sell more of whatthey offer ends up on the other
side with not only more sales,but also some new initiative
going on in their business thatthey wouldn't have been able to
(18:41):
arrive at otherwise, which isreally cool to see.
Yeah.
SPEAKER_00 (18:45):
That client just made me think of something you
can also have like offerstaircase with that.
If you have a paid workshop, youcan have a little order bump or
an upgrade that's available atthe checkout.
You usually have one of thosewhere you can get a boxer week
along it.
So with that one, it could be uha group implementation day as an
(19:09):
upgrade.
And then the next one up couldbe the offer that you ultimately
want to sell, whatever yoursignature offer is.
Yep.
Okay, let's see.
We went off topic.
SPEAKER_01 (19:24):
Still the topic of paid workshops, but yeah, I I
love being able to just take itwhere the like let things flow
in whatever way we think isgonna be valuable for you and I
in the audience.
Like, yes.
SPEAKER_00 (19:35):
I mean, I think all of this will be valuable.
I just want to make sure I hitall of the little learning
points that you want to hit.
So, one of the things that youmentioned is there's one thing
that'll make or break your ROI.
And what is that?
SPEAKER_01 (19:52):
Very simply, your workshop topic.
And this is something I've beenwanting to be like just so blunt
about on social media.
Most people get this wrong.
Like, I don't care, my clientsare so freaking smart, it is
just hard to do for yourself.
It's hard to see for yourself.
Like, I'm an expert at this, andmy own workshop topics
definitely have room to improvebecause we're so freaking close
to it.
We're so close to it that wetend to and create, choose
(20:17):
workshop topics that's forsomeone who's been spending day
in and day out in our brain andunderstands everything we
understand.
And the reality is, yes, thereare some people in your world
most likely who know what theirproblem is and they're on the
hunt for a solution.
And they're accurate about whatthe problem is, and they're on
the hunt for a solution.
(20:39):
So it's highly likely that yourfirst thought of what workshop
topic you should create is isspeaking more to that person who
is on the hunt for the rightsolution.
The reality is that for most ofus, the pool of people who are
just problem aware and not yetsolution aware, or even more
likely, they are symptom aware.
Meaning they're aware ofsymptoms of the problem.
(21:00):
They feel the pain, but theydon't know why yet.
Exactly.
So where there's some amount ofadversity to like pain point,
you know, oh, I don't want to dopain point marketing.
That is, it's like meetingpeople where they are, right?
And it's important to speak inthat way because what you're
(21:21):
gonna ultimately do is helppeople have a deeper
understanding of why they'reexperiencing that pain.
I mean, I don't know if you'veever been to therapy.
There's a lot of therapy thathappens and just understanding
like what, you know, if you'reconstantly getting in an
argument with your spouse orwhatever, the understanding
where that's coming from orunderstanding what's driving
that is like therapeutic initself.
(21:43):
You like have this realization,oh my gosh, I'm not crazy.
And one can move through it,like you're more able to see,
okay, here's the solution.
Here's how I can take someaction.
Same idea with workshops.
Is if there's a larger pool ofpeople who are aware of the
symptom, they're experiencingthe pain, but they're not quite
sure what the root of theproblem is.
Then you trying to speak to thesolution that's on the other
(22:05):
side of that, or even directlyto the root of the problem that
you know they're experiencing,you're losing a lot of people.
SPEAKER_00 (22:11):
Yeah, I agree with you.
So many people are only in aplace and they're deep in it
where they just know thatthey're feeling the pain, that
there's this challenge that'scoming up, that they're pushing
up against a wall, but theydon't know why that's happening.
They don't know how to solve itfor sure.
(22:31):
So the solution doesn't makesense.
I always recommend at thisstage, like lead magnet stage,
that you think back two to threesteps before someone would be
able to work with you.
What problem are they aware ofright at that point?
Because that's the point thatyou want to get them at.
SPEAKER_01 (22:53):
Totally.
And I'm a big examples person.
So I'll even share an examplehelp get people's wheels turning
on the work.
Workshop that you attended,there was someone there who has
a marketing agency.
And she mentioned that one ofher frustrations right now is
that her people keep coming toher and they want strictly
social media, but she offersfull service.
And then the problem is, ispeople are frustrated that their
(23:15):
social media isn't getting themthe ROI that they want, but
they're not as willing to go andinvest in the full scale that
makes that allows them to seethe ROI by with email marketing
and all those other good things.
So she's like, well, maybe Ishould host a workshop on email
marketing.
And I was like, but you saidyour people are coming to you
wanting more help with socialmedia.
They're going to bed at nightthinking about, man, I got to
(23:37):
wake up and post around socialmedia, but like I doubt it's
actually going to call clients.
Their social media is what's topof mind for them.
So if we go host a workshop onhow to generate more client
revenue with email marketing,you've lost them.
They're not, that's not what'stop of mind for them.
But what you could do is host aworkshop on how to generate
greater ROI from your socialmedia.
And you can tell them there arethese other components of your
(23:58):
marketing strategy that need tobe dialed in in order for social
media to truly have the impacton your business's bottom line
that you're desiring.
So you address their pain point.
They're sick of spiraling onsocial media, spinning their
wheels on social media.
That's their immediate pain.
The root of the problem is nothaving a comprehensive marketing
strategy that allows your socialmedia to increase their bottom
line in the way that what theywant.
(24:18):
You can help to them to identifythose gaps in a workshop.
SPEAKER_00 (24:22):
Yeah, that makes complete sense.
People are coming to her forthat certain things.
So that's the topic that's goingto pop out at them.
And then once they're there, youcan say you actually need a an
ecosystem at feed.
Great.
Exactly.
Yeah, that makes sense.
And I know exactly who you'retalking about.
SPEAKER_01 (24:43):
It's really the topic is soulmaker break.
And it is that thing that asexperts, it can just we can spin
our wheels trying to nail thething down.
So just start by asking yourselflike, what do people really need
to have in order to be ready forthe solution that I offer?
And another way to ask thequestion is what is actually top
(25:05):
of mind for my ideal clientright now related to what I
offer and the problem that Isolve?
And how are they actuallyspeaking to themselves about
that?
And if you don't know, go ask.
SPEAKER_00 (25:15):
Yeah, that's a really good point.
A lot of people are coming to mefirst because they want more
engagement on LinkedIn.
They want to be able to getclients from LinkedIn, but
there's a whole ecosystem thatgoes in there and there's a
whole strategy multi-pronged.
So that you're you said, hellyes, I want a paid workshop.
(25:38):
I want hot leaves.
And then you need to come upwith the topic.
But no, we're all living insidethe jar, so it's hard to read
the label on the outside.
So maybe you got it.
(25:58):
What do they actually need?
Or one thing that I'm alwaysdoing is I'm taking those sales
transcripts from my calls,putting it in chat GPT and
asking what's the biggestproblem that they talked about.
That's a really good place tostart if you're looking for
workshop topics.
Yeah.
And okay, so we come up with ourtopic and it's more of like the
(26:21):
problem aware topic, and we seta price tag on it.
What should that look like?
The price specifically.
SPEAKER_01 (26:30):
So this is gonna really vary depending on
industry and a number of otherthings.
I will say the most common pricepoints that I see working well
are for most industries,somewhere between 27 and 97.
I will say if it's strictly B2Cspace, like uh parent coach, for
example, maybe you could dosomething in the nine to$17
(26:54):
range.
I know for my audience, which isbusiness owners, that is not
enough for them to want to showup.
Because remember, that's thereason we're putting your price
tag on this.
You can have this as a portionof your business model, but for
a low ticket, you need highvolume on the front end if you
want that to really be asignificant portion of your
business model.
So if your intention is toleverage paid workshops to
generate more sales of yourother offers, don't really worry
(27:16):
about, oh, well, how much moneyis this gonna make me to host
the workshop is just kind oficing on the cake.
The real point of putting aprice tag on it is so that
people show up and engage withthe content.
So that's the the most importantquestion to ask yourself is what
is going to be enough of a pricetag to encourage people to show
up and engage with the content.
Usually, like I said, for myaudience, somewhere between 27
(27:37):
and 97 tends to work prettywell.
I've had clients, especially whoare serving larger
organizations, uh, they will gosomewhere in the around 197, 297
range.
And I've had clients go all theway up to$500 before.
SPEAKER_00 (27:51):
Yeah.
The workshops that I attend areusually they're at right around
the$97 price.
It's low enough that it's like,eh, okay.
But it's high enough that I'mlike, well, I'm guy gotta go.
SPEAKER_01 (28:06):
Right.
Exactly.
So um something I like to do isI might do a$97 price point.
I did$47 tends to be my sweetspot where I don't really get
any resistance on the price.
Um, but yeah, so nine 97, andthen you could do something like
an early bird discount orspecial guest codes for people.
(28:29):
There's a$97 price point thatgives you a lot of like room to
kind of play with.
You could have the pricegradually increasing up to 97 to
do funding.
SPEAKER_00 (28:37):
That's what I did for mine.
It gradually increased to 97.
I had early bird available forlike first beautiful 10 people.
SPEAKER_01 (28:45):
And yeah, which is super smart.
I'd say for most, you know, ifyour audience is like smaller
business owners, for example, Ithink that's a good route to go.
Um, because if you're targetingthat type of an audience or, you
know, high-level professionalsor whatever, they will tend to
sit on, I feel like 100 isenough that they might sit on
the fence till like the daybefore to see, like, well, if
(29:06):
I'm gonna pay a hundred bucks, Iwant to make sure I can make it.
Yeah.
That um gradual rollout andgradual increase of the price
point, it'll encourage thoseearlier signups.
SPEAKER_00 (29:14):
Yeah, I think that did make it a lot easier because
I was getting them right awaybecause everyone wanted that
early bird ticket.
And yeah, like it was tied tothe number of tickets I sold and
like a final date.
So if it sold 10 before thedeadline, then they were just
gone.
Yep.
SPEAKER_01 (29:34):
I love doing it.
SPEAKER_00 (29:35):
Yeah, that worked really well.
Um, okay, so we're we've pricedit.
And something that I just wantto highlight is that when you
are doing these micro offers,some sort of paid lead gen
option, they also pay for yourmarketing.
So it's like a small cashinjection, but it can go to
(29:56):
advertising.
So you can get even more peopleon your list for your workshop.
All right, now we do thecheckout.
You can have an order bump or anupgrade available on there,
something not too crazy.
And um, you mentioned that youhave a revenue share for yours.
(30:16):
You use Thribecart for that tobe able to share that.
So that's an option.
I think League Pages also hasRev Share, Kajabi.
You need to have some sort ofplatform in order to make that
work.
SPEAKER_01 (30:32):
Well, and you there is a way to do it simply if you
don't have any robust tech.
I have clients come to me who,well, for example, I had a
client come to me in July whohad never taken a credit card
payment in her business in 18years.
Everything like, isn't thatcrazy?
And within three weeks, she hadher paid workshop up and running
(30:53):
and was charging$300.
And I think she had like five orsix people registered for her
first one.
So um, you can do this reallylow-tech as well.
Pretty much any checkoutplatform is gonna allow you to
insert a code.
And so if you are doing sometype of promo partnership with
people, you could give them acode that's like Sarah 50 or
whatever for them to share withtheir people.
(31:13):
And then anytime someone usesthat code, you know their
people, now you would obviouslybe wanting to offer like some
type of a discount.
So if you did something likeyour people get 10% off, and
then I'm gonna send you 20% ofthe final price or whatever.
Then anytime someone uses thatcode, you just keep track of it.
And yes, there would need to bemanual stuff done, but that's a
(31:34):
workaround for a low-techoption.
SPEAKER_00 (31:36):
Yeah, yeah, that's true.
That could work.
Okay.
So we have the checkout and thenthe day of.
We're doing our workshop.
How long would you recommend ourworkshops be when they're paid?
SPEAKER_01 (31:51):
So I know you didn't ask me where I want to send
people at the end, but I willjust say here I have a full like
quiz you can just take that willtell you the recommended
workshop style for you atmyworkshopgameplan.com because
it really depends on again yourgoals, your audience, your all
the things.
Um right now, what I see workingreally well is a workshop in the
(32:15):
90-minute to two-hour range.
Now there's a time and a placefor workshops that are longer,
like in three to four hourrange.
I will say that's the best whenyou have a very warm audience of
people who and you're sellingsomething higher ticket on the
back end.
I do not think it makes a ton ofsense to host a four-hour
workshop to sell a$30membership.
(32:36):
Um, so match something thatmatches the experience of what
you're selling people on on theother side.
And then there's also, you know,a time and a place for a
45-minute workshop.
What I find is most of myclients have really great
success coming in and doingsomething in the 90-minute to
two hour range.
If they try to do somethingsignificantly shorter, what they
(32:56):
end up finding is like it was,they were trying to cram a lot
in.
Um, and a lot of times there'ssome resistance to doing
something a bit longer if theydon't have the audience built up
that's really hungry for thattype of an experience right out
of the gates.
SPEAKER_00 (33:10):
Yeah.
And in my experience, wheneverI'm signed up for a workshop and
it's too long, I'm like, why didI sign up?
SPEAKER_01 (33:20):
Yeah.
If you are gonna do somethingthat is a lot longer, I almost
treat it as like a mini retreatwhere you're gonna open up
breakout rooms.
There's opportunities forconnection.
Um, I always encourage to haveinteraction built in.
And you've seen you've been tomy workshops in the past.
You know, I build in time forinteraction.
So there is time and space forthat in the 90-minute to
two-hour range.
(33:41):
But if that's the crux of whatyou're doing is creating a
really deeply interactiveexperience where there's gonna
be a very specific outcome.
There, you always want aspecific output, but you know,
more implementation, things likethat.
Then maybe you want to exploresomething in the three to
four-hour range, but don't justmake it that long.
It's not a value add to say thatit's a four-hour thing unless
(34:01):
the experience itself actuallyrequires four hours.
SPEAKER_00 (34:04):
100% agree.
SPEAKER_01 (34:06):
And build in breaks.
If you're gonna do it that long,you need to have a solid break
in the middle.
Yeah.
Don't hear it in this at theZoom screen for four hours
straight.
SPEAKER_00 (34:14):
The only way I'm going to a four-hour workshop is
if I am completing something bythe end of it that I really
needed to complete.
Yep.
SPEAKER_01 (34:23):
Yep, exactly.
SPEAKER_00 (34:24):
All right.
So we have that down.
Now the last piece is thepitching, because the ultimate
goal of a paid workshop is toget someone to move into our
signature offer or just a biggeroffer.
So, how do you do that withoutit?
SPEAKER_01 (34:40):
Yeah, as I like to say, pitch without sweaty palms.
So, very simply, and you know,this is something I teach my
clients in a much more umstructured way, but very simply,
I love to use the pitch as ateaching tool.
So, in my craft framework, whichif you go get the workshop game
plan, you will learn my craftframework.
(35:01):
I break it down in the resultsvideos.
And the S in the craft frameworkstands for full transformation.
That's when the pitch happens.
And what I recommend doing inmost instances is teaching the
full transformation, the fullpicture of what someone needs to
move through or experience ornavigate in order to have the
(35:23):
full 100% transformation that'son the other side of where they
came in, right?
So, in that example I gaveearlier about social media,
right?
The full transformation is whereit's going to be time to really
clarify what that fullcomprehensive marketing system
looks like, the full marketingstrategy looks like that where
all the gaps are now closed, sothat social media is truly those
(35:46):
efforts are optimized and arecreating the maximum ROI
possible because those gaps arenow closed.
What does that actually looklike?
Do you have a framework that youcould reveal that is
representative of what peoplewould experience or navigate
through or implement throughyour paid offer that you're
selling in the workplace?
So that giving that clarity iskindness and it is helpful for
(36:06):
people.
It gives people a deeper senseof direction, whether or not
they're actually going to takethat next step into your paid
offer, but many will once theyhave that sense of clarity.
SPEAKER_00 (36:16):
Okay.
So the pitching without sweatypalms is revealing the framework
that would get them the fulltransformation that you're
teaching in that workshop.
SPEAKER_01 (36:29):
And that's the mindset of it.
I mean, it goes a bit deeper,but ultimately it's about
yourself that we want to givepeople understanding that here's
the full picture of what youactually need.
And we don't want to try toforce all of that in a two-hour
setting.
It's not gonna work.
Your people are gonna feel likeyou either fire hose them with
(36:51):
information, they're gonna sensethat desire to overgive, which
so many of my amazing clientshave.
And I'm not surprised because Ihave it too.
It's but it is uh of service.
So for you just having thatmindset that this is of service
for me to really show peoplewhat all is truly required here
and how they can experiencegetting that by working with me
(37:13):
in another way.
SPEAKER_00 (37:14):
That is funny that you mention that in service,
because I just released episode109, and in it we're talking
about that like feminine softsales where it feels icky coming
at it from like a bro salesperspective, where for us it's
all about service and helpingand just guiding someone to a
(37:38):
solution.
And if you choose me, that'sawesome.
I have two dogs hanging outunderneath my desk right now.
Let's see what wires they pullout.
He just busted through the doorand came in under my desk.
Okay, life, life and business.
Uh like we get along no matterwhat.
Dogs and all.
Truly.
(37:58):
Yeah, my kids are home fromschool today and they're both
rollerblading on the main floor.
I can hear them.
SPEAKER_01 (38:04):
That sounds like a fun day.
SPEAKER_00 (38:07):
Life and business all over again.
SPEAKER_01 (38:10):
Guys, totally.
SPEAKER_00 (38:12):
All right.
So thank you so much for goingover your paid workshop
strategy.
Now, can you tell us a littlebit more about your workshop
game plan?
SPEAKER_01 (38:23):
Yeah, totally.
So this is a really greatstarting point.
If you're thinking I might wantto host a paid workshop, let me
just see what this could evenlook like for me.
Go ahead and use the workshopgame plan generator at
myworkshopgameplan.com.
I'm gonna ask you, like, I don'tknow, 10 questions, something
like that.
Because as we talked aboutbefore, everything I do is very
meant to be personalized to you.
(38:44):
Everything is rooted in what'sgonna work for you given your
personality, your preferences,your strengths, your business
circumstances, your goals, allthose things are not gonna be
the same as the next person.
So this is kind of that firststep as to getting some type of
personalized recommendations asit relates to paid workshops.
So you're gonna answer thosequestions.
What I'm gonna do at the end toshare with you, hey, here's the
type, the format of workshopthat could work well for you.
(39:06):
Here's kind of the time framerange you could be looking at.
Here's a sample agenda of howthat could flow, leveraging my
craft framework.
And then some simple pricing andpromotion recommendations just
based on the type of workshopthat you get on the back end.
And then I email you all thedifferent types, regardless of
or all the different formats,depend regardless of what you
(39:28):
bought, so that you can see theother options.
You don't have to take it 15times trying to hack this some
and get different results.
You could just see them all.
I'm not trying to like hideanything from you.
SPEAKER_00 (39:38):
I 100% immediately went to all the ones that I
didn't get and like sure.
SPEAKER_01 (39:42):
No, yeah, totally.
Because it's it just we startsomewhere and then you can
tailor the experience to what itis you want it to be.
And then, of course, I haveresources to to support in
whatever way people are wantingon the back end of that as well.
Awesome.
And where can they find youonline?
I'm mostly over on Instagram.
(40:03):
As you know, I've been likedipping my tail in the LinkedIn
world a little bit here andthere.
Um, so I'm mainly on Instagram,I'm at ASK Anne Ray Rose.
And then over on LinkedIn, I'mjust Anne Marie Rose, and I am
connecting over there more andmore.
So you can find me there.
SPEAKER_00 (40:22):
I will have all those links in the show notes.
Thanks again.
SPEAKER_01 (40:27):
This was so fun.
I love paid workshops.
I love that you are in theprocess of bringing one to life.
I'm so excited to see how itturns out.
SPEAKER_00 (40:34):
Yeah, that's me too.
Thank you.
I hope you enjoyed this episodewith Anne-Marie Rose.
She gave us some amazinginsights on how to launch paid
micro offers, or for her, it'salways paid workshops, and turn
those prospects into clients.
(40:56):
If you enjoyed this episode,please like, subscribe, comment,
let me know what you want to seein the future.
I'm always listening.
I always see your comments, andI appreciate you.
And if you are interested inleveraging a paid offer to turn
prospects into hot leads, thenyou should definitely try out my
(41:21):
Get Paid to Generate Leads microoffer magic course.
It is only$197 right now.
It's on super sale.
And in it, I will teach you howto launch your own paid micro
offer, how to upsell from it,and how to actually sell those
micro offers.
(41:42):
So as many people are gettinginto your funnel as possible in
their toasty, hot leads, notjust those cold ones that sit on
your list for a really longtime.
So if you are interested ingetting paid to generate leads,
head down to the show notespage.
I have the private invite rightthere.
(42:04):
You can sign up for a supersteep discount of$197 right now.
I'll see you next week.
You love all things tinymarketing.
Head down to the show notes pageand sign up for the wait list to
join the Tiny Marketing Clubwhere you get to work one-on-one
with me with trainings,feedback, and pop-up coaching
(42:28):
that will help you scale yourmarketing as a B2B service
business.
So I'll see you over in theclub.
Hey there, fellow founders.
Are you looking to unlock thesecrets behind rapid business
growth?
Join my vibrant meetup groupwhere we dive into master
classes on game-changingstrategies every single month.
We've tackled topics likebuilding a lean marketing
(42:51):
engine, crafting killer leadmagnets, and leveraging gateway
offers to sell high-ticketoffers.
And trust me, you don't want tomiss out on the next one.
Come share your experiences,learn from the best, and let's
grow together.
Sign up and be part of the nextmasterclass by going to
events.saranoelblock.com.
(43:11):
That's E V E N T S dot S A R A HN O E L B L O C K dot com.
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I've got something for you.
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It's only 397, and if you moveforward into Booked Out in Six,
(00:24):
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(00:44):
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Tiny Marketing.
Hey Frums! I'm Sarah Noelblock,and you are listening or
watching Tiny Marketing.
Today we are doing episode 120with Anne Marie Rose.
(01:10):
And let me tell you, she's agood friend of mine.
And I've been in her orbit foryears now.
I first met her because Iattended one of her workshops,
and it was really freaking good.
So I kept going deeper anddeeper in her world.
And she's actually she's been onthis show before.
(01:30):
Hold on one second as I check.
Pause.
Okay, I'm back.
She was on episode 68, craftingthe perfect for you scalable
offer.
So it was pretty good.
And it was actually the firstconversation that I had that
made me realize that the tinymarketing club could be
(01:55):
possible.
And now it's my absolutefavorite thing to do.
I get to talk to cool soloconsultants and fractionals
every single day, helping themreach their goals.
One of my clients just had theirbiggest sale ever.
Um, and she's been in the tinymarketing club for like three
weeks now, and that's it.
So it's been super rewarding.
(02:17):
And my conversation with AnneMarie was the trigger point that
allowed me to see Tiny MarketingClub clearly for the first time,
to really see what it could be.
So she's important to me.
And then I attended one of herworkshops called the Workshop
(02:38):
Workshop.
And in it, she taught us how toleverage paid offers and turn
them into hot leads.
So I tried it.
I tried it and I made someincome.
It wasn't significant, but itwas some, to generate hot leads.
(03:00):
And the best part was that I hada 100% live show-up rate.
How often do you see that?
How many times have you had alive masterclass, a live stream,
a webinar?
And maybe 30% of the people whoregistered for it show up live
for this paid workshop that Idid, 100% of the people who
(03:21):
registered attended.
It was amazing.
They were very active.
And the thing is, when peoplepay for the thing that they're
getting, they are so much morelikely to consume it.
And that's proof in the pudding.
So I have an array of freeevents that I put on.
(03:44):
And I will get usually between Iprobably average about a 50%
live show-up rate for the peoplewho registered.
But for paid events, I nearlyalmost get a 100% show-up rate.
And that means that theyactually consumed the content I
created.
And if they consumed it, thenthey very likely achieved the
(04:07):
win that I intended for them toget through that content.
And that means that they are onestep closer to being ready to
work with me.
So these work so amazingly.
Today, Anne-Marie is going toteach us how to leverage paid
workshops to convert yourprospects into clients.
(04:29):
So enjoy.
SPEAKER_01 (04:49):
I've been doing that in various ways over the years,
from marketing things that Sarahknows very well, and then has
evolved over time to be morecomprehensive business strategy
consulting for those businessowners who are service-based
business owners and they want tocreate more scalability so that
they can enjoy more freedom fortheir life, impact more people,
and of course enjoy more revenuein the process.
(05:10):
One of the ways I love helpingmy clients to scale their sales
process is with paid workshops,which is why I'm super excited
to be here today.
SPEAKER_00 (05:17):
I am excited to talk about this.
And for anybody listening rightnow, I have worked with Ann
Murray Rose.
She helped me develop the LeanMarketing Accelerator and the
Tiny Marketing Club.
So her genius got into that.
So let's get into workshops.
And specifically paid workshops.
(05:38):
Okay.
So let me preempt this.
I have done workshops and I havedone master classes a bajillion
times.
But for the first time ever, I'mdoing a paid one.
And you inspired that.
So can you tell me whyspecifically paid workshops work
well for generating hot leads?
SPEAKER_01 (05:57):
Yeah.
Well, very simply, I'll give youthe simple answer.
We can have a deeperconversation about it.
But when people pay, they payattention.
When they pay attention, theyshow up and they get results.
When they get results, theybuild trust.
When they build trust, they buyand they buy more.
Yeah.
Really the path, right?
And that it ultimately comesdown to free getting lost very
(06:21):
easily, especially with as noisyas things are and as short as
our attention spans have become,free just simply gets lost.
And people don't get that resultfrom the free thing.
Therefore, they don't build thetrust in the same way.
SPEAKER_00 (06:34):
Fact, yes.
I have so many free thingssitting in my inbox that are
like, they're on unread justbecause I'm like, I know I want
to go back to that, but Ihaven't had a chance yet.
But anytime I pay for something,I'm immediately in there.
And I paid for your workshopworkshop, where you touched on
the basis of that.
(06:55):
Before we hit record today, Isaid I was really apprehensive
about charging for a workshop.
And you said pretty mucheverybody is.
So you said when they pay, theypay attention.
I agree with you there.
I'm more willing to show up forthat.
But how do you fill these paidengagements when there are so
many free ones available?
SPEAKER_01 (07:19):
Well, first I'll just use myself as an example.
There's a mindset piece and astrategy piece to this here,
right?
One is trusting that it's goingto fill.
That's what effectively what youdid.
You didn't do anything reallydifferently in your marketing.
You were just like, I trust thatdoing things this way is going
to work.
And the reason it does work isbecause buyers have caught onto
their own BS, basically.
(07:39):
And I know myself personally,not everybody's this way.
But if I sign up for free, I'mprobably not going to use it.
But if I pay for it, I am.
So I almost see it as a serviceto say, okay, let me put a price
tag on this so you'll actuallyget value from it rather than it
just becoming another unreadmessage in your inbox,
cluttering up your life and yourbrain space.
(07:59):
We don't need that, right?
So it's added value to put evena small price tag there.
So stressing that people willjump in is the first step.
And then of course, if you areworking, you know, you have a
smaller audience size, whatever.
I've had clients with literallyno social media or email
following leverage this sameapproach, just with direct
(08:21):
outreach to some people who theythought could be a fit for it
and sell out a$297 workshop intwo weeks' time.
So yeah, it's about looking atwhere are your people and if
you're bringing into a brand newaudience, there's lots of
different ways that you could goabout doing things like a JB
partnership or leveragingpromotion partners.
There's lots of differentoptions out there to call people
(08:43):
into your world.
So it's there's the reach piece,yes, but ultimately to put a
price tag on it and trust peoplewill sign up comes down to
literally trust.
SPEAKER_00 (09:52):
Yeah.
Let's get into some of thosestrategies that people can do to
fill them.
I can tell you what I did for mymost recent one.
And that was partnerships.
I shared it with people that Iknew had the audience that would
want to go to it.
And um, in value content, Iwould add in a PS on the
(10:15):
workshop and explain it.
I did podcast guesting where Iwould talk about it.
I did podcast series about thosetopics, email, obviously.
Tons of email.
But I think the biggest driverwas the value content leading to
the culmination of, you know, wecan actually act on this in this
(10:37):
workshop.
That led to the biggest spite.
Anytime I did that, I was like,well, there's some more.
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(11:00):
perfect your offers.
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(11:47):
com.
SPEAKER_01 (11:51):
Yep, totally.
Um, and I mean I take a really,really lean approach.
I don't have a podcast.
Um, I don't do like a ton ofsocial media content.
So I take a really leanapproach.
Um, almost three years ago whenI did my very first paid
workshop, I did it with apromotion partner who I knew her
audience.
I already had a very, very smalllist, very, very small social
(12:13):
media following.
When I say very small, likevery, very small.
I know small is incrediblyrelative here, but we're talking
like at that point around athousand, maybe 1,500 people.
And I knew she had an audiencethat trusted her.
And we had complimentary subjectmatter that we we dealt with.
So she was not another businessstrategist or business coach per
se, but she dealt with more ofthe mindset side of things.
(12:34):
And so we hosted a joint ventureworkshop, and there were a lot
of her people that came to that.
And it was great.
We just, you know, did a revenueshare for that, and it worked
out really beautifully.
And that took a lot of the liftoff me to, I didn't really do a
ton to promote that one onsocial media at all.
I think I sent a few emails, butI knew that her audience was
(12:55):
gonna be hot for this.
And now I'm at a point where Istill have a very small but
mighty audience and it's growinga little bit over time.
And so I really just promote itvia social media.
I send some emails, I sendanywhere between five and 10,
depending on honestly, like whatI have capacity for.
Cause I write all my own emails.
(13:17):
And then my favorite thing to dois leverage promotion partners,
and I usually keep that prettylean as well.
Like we haven't at least up tothis point done it where we've
had like 10.
There's usually like one or two,who I know pretty well.
SPEAKER_00 (13:28):
Yeah, 10 would be a lot to handle.
SPEAKER_01 (13:31):
Yeah.
Yeah.
Exactly.
So and there's there's so manydifferent things you can do.
I think what it comes down tobecause you're a marketer at the
end of the day, and like this iswhat you do day in and day out.
And so if someone's listeningwho maybe isn't like marketing
hasn't become the consistentthing that you want it to be for
(13:52):
yourself and for your business.
Well, first of all, work withSarah, but um the you can do
this with really, really lightlift promo.
Like I said, I've had clients dothis with they don't have that
audience they're trying to reachwith their workshop, they have
no one in their social mediafollowing who falls into that
category.
So it can work.
It's just about having a apersonalized approach that's
(14:14):
gonna work for you.
SPEAKER_00 (14:14):
Yeah.
And with that, I want to touchon creating interest lists for
events like this.
And you can do it low lift withsocial media.
Like polls are still pushed outpretty well in most algorithms,
whatever social media channelyou like.
So if you're creating some sortof social media post with a poll
(14:36):
on it, anybody who says they'reinterested in the topic that
you're doing your workshop on,you could send them a DM and
invite them to that workshop.
Create little interest lists allover the place that is like
there's not a lot of pressure onit.
It's like a mini little handraise with it.
Yes, I love a good, good minihand raise moment.
(14:57):
Yeah.
And you can do it too in youremail, where if you're talking
about a topic related to yourworkshop, you can set up a link
action where it'll segment ifthey click on a certain link.
Like let's say you were a guestin a podcast and you happen to
be talking about paid workshops.
If they click on that, it wouldsegment them to interested in
(15:17):
paid workshops.
And that's a highly engagedinterest list.
Their little mini handraisehappened.
Yep.
SPEAKER_01 (15:25):
Totally.
So yeah, there's all sorts ofthings you can do, and you can
get super savvy with it.
You can keep things reallysimple.
Um, there's just so manydifferent ways you can go about
it.
It just I like I said, I'm justbig on what's gonna work for you
for your seasonal life right nowand for just the way your brain
works.
Yeah, yeah.
SPEAKER_00 (15:43):
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 youwant it to look like?
And then kind of reverseengineering from there.
SPEAKER_01 (15:55):
One, because it doesn't, it's like there's no
point in trying to fit a roundpeg in a square hole.
Yes.
It's just so a recipe forburnout and frustration.
SPEAKER_00 (16:03):
Um, as a manifesting generator, I am constantly
talking about how I always feellike I'm this square peg trying
to fit in a round hole and it'snever gonna happen.
It just feels like friction.
SPEAKER_01 (16:15):
Mm-hmm.
Exactly.
So that's a really great thingabout paid workshops for
manifesting generators who wantto try different things and
explore different topics.
Paid workshops are great becauseit's not like you have to commit
to a whole new year-long offeror big, you know, new service
that you're providing around aparticular topic.
You can just host a paidworkshop.
(16:36):
There's enough interest in thatpaid workshop topic, you can
say, hmm, well, should this be adeeper offer that I That's
exactly how I use them.
SPEAKER_00 (16:43):
I use my free master classes that way too.
But that's exactly what I do.
I use it as a way to test anoffer, and it's like a little
mini beta, and then maybe I'llexpand it to a bigger beta where
I'll turn that workshop into amini course and see the interest
there.
And then maybe I'll expand itfrom there.
(17:03):
But it's like little testinggrounds that you can do where
you're still getting paid, butyou're seeing if the offer has
legs.
SPEAKER_01 (17:11):
Exactly.
I have a client, her specialtyis in marketing data.
She just hosted a workshop lastweek all about leveraging your
data to have the best, mostsuccessful Black Friday
promotion period possible.
And she realized like how muchshe loves being able to go into
the implementation side ofthings, but just that a one to
two hour container isn't thebest container for that.
(17:35):
And um, so what she's likelygoing to be doing is turning her
like dream case workshopexperience into a group VIP day
offer.
And then scaling way back onwhat the workshop itself
actually is, less on theimplementation, more on the
awareness side of things.
And that works well for hersubject matter because she is
working with a lot of clientswho aren't, they're not like are
(17:59):
already deeply steeped in thesubject matter she covers.
So she realized through doingthe workshop one way that this
is actually a great, she's gonnastreamline out the experience to
have a more simplified workshopthat leads to a more full-scale,
comprehensive offer.
So much opportunity can comefrom hosting a paid workshop
(18:20):
that people just can't evenanticipate.
I couldn't put it all on a salespage for a program.
Every client that comes andshows up and goes through the
process of putting a scalablesystem together around paid
workshops to sell more of whatthey offer ends up on the other
side with not only more sales,but also some new initiative
going on in their business thatthey wouldn't have been able to
(18:41):
arrive at otherwise, which isreally cool to see.
Yeah.
SPEAKER_00 (18:45):
That client just made me think of something you
can also have like offerstaircase with that.
If you have a paid workshop, youcan have a little order bump or
an upgrade that's available atthe checkout.
You usually have one of thosewhere you can get a boxer week
along it.
So with that one, it could be uha group implementation day as an
(19:09):
upgrade.
And then the next one up couldbe the offer that you ultimately
want to sell, whatever yoursignature offer is.
Yep.
Okay, let's see.
We went off topic.
SPEAKER_01 (19:24):
Still the topic of paid workshops, but yeah, I I
love being able to just take itwhere the like let things flow
in whatever way we think isgonna be valuable for you and I
in the audience.
Like, yes.
SPEAKER_00 (19:35):
I mean, I think all of this will be valuable.
I just want to make sure I hitall of the little learning
points that you want to hit.
So, one of the things that youmentioned is there's one thing
that'll make or break your ROI.
And what is that?
SPEAKER_01 (19:52):
Very simply, your workshop topic.
And this is something I've beenwanting to be like just so blunt
about on social media.
Most people get this wrong.
Like, I don't care, my clientsare so freaking smart, it is
just hard to do for yourself.
It's hard to see for yourself.
Like, I'm an expert at this, andmy own workshop topics
definitely have room to improvebecause we're so freaking close
to it.
We're so close to it that wetend to and create, choose
(20:17):
workshop topics that's forsomeone who's been spending day
in and day out in our brain andunderstands everything we
understand.
And the reality is, yes, thereare some people in your world
most likely who know what theirproblem is and they're on the
hunt for a solution.
And they're accurate about whatthe problem is, and they're on
the hunt for a solution.
(20:39):
So it's highly likely that yourfirst thought of what workshop
topic you should create is isspeaking more to that person who
is on the hunt for the rightsolution.
The reality is that for most ofus, the pool of people who are
just problem aware and not yetsolution aware, or even more
likely, they are symptom aware.
Meaning they're aware ofsymptoms of the problem.
(21:00):
They feel the pain, but theydon't know why yet.
Exactly.
So where there's some amount ofadversity to like pain point,
you know, oh, I don't want to dopain point marketing.
That is, it's like meetingpeople where they are, right?
And it's important to speak inthat way because what you're
(21:21):
gonna ultimately do is helppeople have a deeper
understanding of why they'reexperiencing that pain.
I mean, I don't know if you'veever been to therapy.
There's a lot of therapy thathappens and just understanding
like what, you know, if you'reconstantly getting in an
argument with your spouse orwhatever, the understanding
where that's coming from orunderstanding what's driving
that is like therapeutic initself.
(21:43):
You like have this realization,oh my gosh, I'm not crazy.
And one can move through it,like you're more able to see,
okay, here's the solution.
Here's how I can take someaction.
Same idea with workshops.
Is if there's a larger pool ofpeople who are aware of the
symptom, they're experiencingthe pain, but they're not quite
sure what the root of theproblem is.
Then you trying to speak to thesolution that's on the other
(22:05):
side of that, or even directlyto the root of the problem that
you know they're experiencing,you're losing a lot of people.
SPEAKER_00 (22:11):
Yeah, I agree with you.
So many people are only in aplace and they're deep in it
where they just know thatthey're feeling the pain, that
there's this challenge that'scoming up, that they're pushing
up against a wall, but theydon't know why that's happening.
They don't know how to solve itfor sure.
(22:31):
So the solution doesn't makesense.
I always recommend at thisstage, like lead magnet stage,
that you think back two to threesteps before someone would be
able to work with you.
What problem are they aware ofright at that point?
Because that's the point thatyou want to get them at.
SPEAKER_01 (22:53):
Totally.
And I'm a big examples person.
So I'll even share an examplehelp get people's wheels turning
on the work.
Workshop that you attended,there was someone there who has
a marketing agency.
And she mentioned that one ofher frustrations right now is
that her people keep coming toher and they want strictly
social media, but she offersfull service.
And then the problem is, ispeople are frustrated that their
(23:15):
social media isn't getting themthe ROI that they want, but
they're not as willing to go andinvest in the full scale that
makes that allows them to seethe ROI by with email marketing
and all those other good things.
So she's like, well, maybe Ishould host a workshop on email
marketing.
And I was like, but you saidyour people are coming to you
wanting more help with socialmedia.
They're going to bed at nightthinking about, man, I got to
(23:37):
wake up and post around socialmedia, but like I doubt it's
actually going to call clients.
Their social media is what's topof mind for them.
So if we go host a workshop onhow to generate more client
revenue with email marketing,you've lost them.
They're not, that's not what'stop of mind for them.
But what you could do is host aworkshop on how to generate
greater ROI from your socialmedia.
And you can tell them there arethese other components of your
(23:58):
marketing strategy that need tobe dialed in in order for social
media to truly have the impacton your business's bottom line
that you're desiring.
So you address their pain point.
They're sick of spiraling onsocial media, spinning their
wheels on social media.
That's their immediate pain.
The root of the problem is nothaving a comprehensive marketing
strategy that allows your socialmedia to increase their bottom
line in the way that what theywant.
(24:18):
You can help to them to identifythose gaps in a workshop.
SPEAKER_00 (24:22):
Yeah, that makes complete sense.
People are coming to her forthat certain things.
So that's the topic that's goingto pop out at them.
And then once they're there, youcan say you actually need a an
ecosystem at feed.
Great.
Exactly.
Yeah, that makes sense.
And I know exactly who you'retalking about.
SPEAKER_01 (24:43):
It's really the topic is soulmaker break.
And it is that thing that asexperts, it can just we can spin
our wheels trying to nail thething down.
So just start by asking yourselflike, what do people really need
to have in order to be ready forthe solution that I offer?
And another way to ask thequestion is what is actually top
(25:05):
of mind for my ideal clientright now related to what I
offer and the problem that Isolve?
And how are they actuallyspeaking to themselves about
that?
And if you don't know, go ask.
SPEAKER_00 (25:15):
Yeah, that's a really good point.
A lot of people are coming to mefirst because they want more
engagement on LinkedIn.
They want to be able to getclients from LinkedIn, but
there's a whole ecosystem thatgoes in there and there's a
whole strategy multi-pronged.
So that you're you said, hellyes, I want a paid workshop.
(25:38):
I want hot leaves.
And then you need to come upwith the topic.
But no, we're all living insidethe jar, so it's hard to read
the label on the outside.
So maybe you got it.
(25:58):
What do they actually need?
Or one thing that I'm alwaysdoing is I'm taking those sales
transcripts from my calls,putting it in chat GPT and
asking what's the biggestproblem that they talked about.
That's a really good place tostart if you're looking for
workshop topics.
Yeah.
And okay, so we come up with ourtopic and it's more of like the
(26:21):
problem aware topic, and we seta price tag on it.
What should that look like?
The price specifically.
SPEAKER_01 (26:30):
So this is gonna really vary depending on
industry and a number of otherthings.
I will say the most common pricepoints that I see working well
are for most industries,somewhere between 27 and 97.
I will say if it's strictly B2Cspace, like uh parent coach, for
example, maybe you could dosomething in the nine to$17
(26:54):
range.
I know for my audience, which isbusiness owners, that is not
enough for them to want to showup.
Because remember, that's thereason we're putting your price
tag on this.
You can have this as a portionof your business model, but for
a low ticket, you need highvolume on the front end if you
want that to really be asignificant portion of your
business model.
So if your intention is toleverage paid workshops to
generate more sales of yourother offers, don't really worry
(27:16):
about, oh, well, how much moneyis this gonna make me to host
the workshop is just kind oficing on the cake.
The real point of putting aprice tag on it is so that
people show up and engage withthe content.
So that's the the most importantquestion to ask yourself is what
is going to be enough of a pricetag to encourage people to show
up and engage with the content.
Usually, like I said, for myaudience, somewhere between 27
(27:37):
and 97 tends to work prettywell.
I've had clients, especially whoare serving larger
organizations, uh, they will gosomewhere in the around 197, 297
range.
And I've had clients go all theway up to$500 before.
SPEAKER_00 (27:51):
Yeah.
The workshops that I attend areusually they're at right around
the$97 price.
It's low enough that it's like,eh, okay.
But it's high enough that I'mlike, well, I'm guy gotta go.
SPEAKER_01 (28:06):
Right.
Exactly.
So um something I like to do isI might do a$97 price point.
I did$47 tends to be my sweetspot where I don't really get
any resistance on the price.
Um, but yeah, so nine 97, andthen you could do something like
an early bird discount orspecial guest codes for people.
(28:29):
There's a$97 price point thatgives you a lot of like room to
kind of play with.
You could have the pricegradually increasing up to 97 to
do funding.
SPEAKER_00 (28:37):
That's what I did for mine.
It gradually increased to 97.
I had early bird available forlike first beautiful 10 people.
SPEAKER_01 (28:45):
And yeah, which is super smart.
I'd say for most, you know, ifyour audience is like smaller
business owners, for example, Ithink that's a good route to go.
Um, because if you're targetingthat type of an audience or, you
know, high-level professionalsor whatever, they will tend to
sit on, I feel like 100 isenough that they might sit on
the fence till like the daybefore to see, like, well, if
(29:06):
I'm gonna pay a hundred bucks, Iwant to make sure I can make it.
Yeah.
That um gradual rollout andgradual increase of the price
point, it'll encourage thoseearlier signups.
SPEAKER_00 (29:14):
Yeah, I think that did make it a lot easier because
I was getting them right awaybecause everyone wanted that
early bird ticket.
And yeah, like it was tied tothe number of tickets I sold and
like a final date.
So if it sold 10 before thedeadline, then they were just
gone.
Yep.
SPEAKER_01 (29:34):
I love doing it.
SPEAKER_00 (29:35):
Yeah, that worked really well.
Um, okay, so we're we've pricedit.
And something that I just wantto highlight is that when you
are doing these micro offers,some sort of paid lead gen
option, they also pay for yourmarketing.
So it's like a small cashinjection, but it can go to
(29:56):
advertising.
So you can get even more peopleon your list for your workshop.
All right, now we do thecheckout.
You can have an order bump or anupgrade available on there,
something not too crazy.
And um, you mentioned that youhave a revenue share for yours.
(30:16):
You use Thribecart for that tobe able to share that.
So that's an option.
I think League Pages also hasRev Share, Kajabi.
You need to have some sort ofplatform in order to make that
work.
SPEAKER_01 (30:32):
Well, and you there is a way to do it simply if you
don't have any robust tech.
I have clients come to me who,well, for example, I had a
client come to me in July whohad never taken a credit card
payment in her business in 18years.
Everything like, isn't thatcrazy?
And within three weeks, she hadher paid workshop up and running
(30:53):
and was charging$300.
And I think she had like five orsix people registered for her
first one.
So um, you can do this reallylow-tech as well.
Pretty much any checkoutplatform is gonna allow you to
insert a code.
And so if you are doing sometype of promo partnership with
people, you could give them acode that's like Sarah 50 or
whatever for them to share withtheir people.
(31:13):
And then anytime someone usesthat code, you know their
people, now you would obviouslybe wanting to offer like some
type of a discount.
So if you did something likeyour people get 10% off, and
then I'm gonna send you 20% ofthe final price or whatever.
Then anytime someone uses thatcode, you just keep track of it.
And yes, there would need to bemanual stuff done, but that's a
(31:34):
workaround for a low-techoption.
SPEAKER_00 (31:36):
Yeah, yeah, that's true.
That could work.
Okay.
So we have the checkout and thenthe day of.
We're doing our workshop.
How long would you recommend ourworkshops be when they're paid?
SPEAKER_01 (31:51):
So I know you didn't ask me where I want to send
people at the end, but I willjust say here I have a full like
quiz you can just take that willtell you the recommended
workshop style for you atmyworkshopgameplan.com because
it really depends on again yourgoals, your audience, your all
the things.
Um right now, what I see workingreally well is a workshop in the
(32:15):
90-minute to two-hour range.
Now there's a time and a placefor workshops that are longer,
like in three to four hourrange.
I will say that's the best whenyou have a very warm audience of
people who and you're sellingsomething higher ticket on the
back end.
I do not think it makes a ton ofsense to host a four-hour
workshop to sell a$30membership.
(32:36):
Um, so match something thatmatches the experience of what
you're selling people on on theother side.
And then there's also, you know,a time and a place for a
45-minute workshop.
What I find is most of myclients have really great
success coming in and doingsomething in the 90-minute to
two hour range.
If they try to do somethingsignificantly shorter, what they
(32:56):
end up finding is like it was,they were trying to cram a lot
in.
Um, and a lot of times there'ssome resistance to doing
something a bit longer if theydon't have the audience built up
that's really hungry for thattype of an experience right out
of the gates.
SPEAKER_00 (33:10):
Yeah.
And in my experience, wheneverI'm signed up for a workshop and
it's too long, I'm like, why didI sign up?
SPEAKER_01 (33:20):
Yeah.
If you are gonna do somethingthat is a lot longer, I almost
treat it as like a mini retreatwhere you're gonna open up
breakout rooms.
There's opportunities forconnection.
Um, I always encourage to haveinteraction built in.
And you've seen you've been tomy workshops in the past.
You know, I build in time forinteraction.
So there is time and space forthat in the 90-minute to
two-hour range.
(33:41):
But if that's the crux of whatyou're doing is creating a
really deeply interactiveexperience where there's gonna
be a very specific outcome.
There, you always want aspecific output, but you know,
more implementation, things likethat.
Then maybe you want to exploresomething in the three to
four-hour range, but don't justmake it that long.
It's not a value add to say thatit's a four-hour thing unless
(34:01):
the experience itself actuallyrequires four hours.
SPEAKER_00 (34:04):
100% agree.
SPEAKER_01 (34:06):
And build in breaks.
If you're gonna do it that long,you need to have a solid break
in the middle.
Yeah.
Don't hear it in this at theZoom screen for four hours
straight.
SPEAKER_00 (34:14):
The only way I'm going to a four-hour workshop is
if I am completing something bythe end of it that I really
needed to complete.
Yep.
SPEAKER_01 (34:23):
Yep, exactly.
SPEAKER_00 (34:24):
All right.
So we have that down.
Now the last piece is thepitching, because the ultimate
goal of a paid workshop is toget someone to move into our
signature offer or just a biggeroffer.
So, how do you do that withoutit?
SPEAKER_01 (34:40):
Yeah, as I like to say, pitch without sweaty palms.
So, very simply, and you know,this is something I teach my
clients in a much more umstructured way, but very simply,
I love to use the pitch as ateaching tool.
So, in my craft framework, whichif you go get the workshop game
plan, you will learn my craftframework.
(35:01):
I break it down in the resultsvideos.
And the S in the craft frameworkstands for full transformation.
That's when the pitch happens.
And what I recommend doing inmost instances is teaching the
full transformation, the fullpicture of what someone needs to
move through or experience ornavigate in order to have the
(35:23):
full 100% transformation that'son the other side of where they
came in, right?
So, in that example I gaveearlier about social media,
right?
The full transformation is whereit's going to be time to really
clarify what that fullcomprehensive marketing system
looks like, the full marketingstrategy looks like that where
all the gaps are now closed, sothat social media is truly those
(35:46):
efforts are optimized and arecreating the maximum ROI
possible because those gaps arenow closed.
What does that actually looklike?
Do you have a framework that youcould reveal that is
representative of what peoplewould experience or navigate
through or implement throughyour paid offer that you're
selling in the workplace?
So that giving that clarity iskindness and it is helpful for
(36:06):
people.
It gives people a deeper senseof direction, whether or not
they're actually going to takethat next step into your paid
offer, but many will once theyhave that sense of clarity.
SPEAKER_00 (36:16):
Okay.
So the pitching without sweatypalms is revealing the framework
that would get them the fulltransformation that you're
teaching in that workshop.
SPEAKER_01 (36:29):
And that's the mindset of it.
I mean, it goes a bit deeper,but ultimately it's about
yourself that we want to givepeople understanding that here's
the full picture of what youactually need.
And we don't want to try toforce all of that in a two-hour
setting.
It's not gonna work.
Your people are gonna feel likeyou either fire hose them with
(36:51):
information, they're gonna sensethat desire to overgive, which
so many of my amazing clientshave.
And I'm not surprised because Ihave it too.
It's but it is uh of service.
So for you just having thatmindset that this is of service
for me to really show peoplewhat all is truly required here
and how they can experiencegetting that by working with me
(37:13):
in another way.
SPEAKER_00 (37:14):
That is funny that you mention that in service,
because I just released episode109, and in it we're talking
about that like feminine softsales where it feels icky coming
at it from like a bro salesperspective, where for us it's
all about service and helpingand just guiding someone to a
(37:38):
solution.
And if you choose me, that'sawesome.
I have two dogs hanging outunderneath my desk right now.
Let's see what wires they pullout.
He just busted through the doorand came in under my desk.
Okay, life, life and business.
Uh like we get along no matterwhat.
Dogs and all.
Truly.
(37:58):
Yeah, my kids are home fromschool today and they're both
rollerblading on the main floor.
I can hear them.
SPEAKER_01 (38:04):
That sounds like a fun day.
SPEAKER_00 (38:07):
Life and business all over again.
SPEAKER_01 (38:10):
Guys, totally.
SPEAKER_00 (38:12):
All right.
So thank you so much for goingover your paid workshop
strategy.
Now, can you tell us a littlebit more about your workshop
game plan?
SPEAKER_01 (38:23):
Yeah, totally.
So this is a really greatstarting point.
If you're thinking I might wantto host a paid workshop, let me
just see what this could evenlook like for me.
Go ahead and use the workshopgame plan generator at
myworkshopgameplan.com.
I'm gonna ask you, like, I don'tknow, 10 questions, something
like that.
Because as we talked aboutbefore, everything I do is very
meant to be personalized to you.
(38:44):
Everything is rooted in what'sgonna work for you given your
personality, your preferences,your strengths, your business
circumstances, your goals, allthose things are not gonna be
the same as the next person.
So this is kind of that firststep as to getting some type of
personalized recommendations asit relates to paid workshops.
So you're gonna answer thosequestions.
What I'm gonna do at the end toshare with you, hey, here's the
type, the format of workshopthat could work well for you.
(39:06):
Here's kind of the time framerange you could be looking at.
Here's a sample agenda of howthat could flow, leveraging my
craft framework.
And then some simple pricing andpromotion recommendations just
based on the type of workshopthat you get on the back end.
And then I email you all thedifferent types, regardless of
or all the different formats,depend regardless of what you
(39:28):
bought, so that you can see theother options.
You don't have to take it 15times trying to hack this some
and get different results.
You could just see them all.
I'm not trying to like hideanything from you.
SPEAKER_00 (39:38):
I 100% immediately went to all the ones that I
didn't get and like sure.
SPEAKER_01 (39:42):
No, yeah, totally.
Because it's it just we startsomewhere and then you can
tailor the experience to what itis you want it to be.
And then, of course, I haveresources to to support in
whatever way people are wantingon the back end of that as well.
Awesome.
And where can they find youonline?
I'm mostly over on Instagram.
(40:03):
As you know, I've been likedipping my tail in the LinkedIn
world a little bit here andthere.
Um, so I'm mainly on Instagram,I'm at ASK Anne Ray Rose.
And then over on LinkedIn, I'mjust Anne Marie Rose, and I am
connecting over there more andmore.
So you can find me there.
SPEAKER_00 (40:22):
I will have all those links in the show notes.
Thanks again.
SPEAKER_01 (40:27):
This was so fun.
I love paid workshops.
I love that you are in theprocess of bringing one to life.
I'm so excited to see how itturns out.
SPEAKER_00 (40:34):
Yeah, that's me too.
Thank you.
I hope you enjoyed this episodewith Anne-Marie Rose.
She gave us some amazinginsights on how to launch paid
micro offers, or for her, it'salways paid workshops, and turn
those prospects into clients.
(40:56):
If you enjoyed this episode,please like, subscribe, comment,
let me know what you want to seein the future.
I'm always listening.
I always see your comments, andI appreciate you.
And if you are interested inleveraging a paid offer to turn
prospects into hot leads, thenyou should definitely try out my
(41:21):
Get Paid to Generate Leads microoffer magic course.
It is only$197 right now.
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(41:42):
So as many people are gettinginto your funnel as possible in
their toasty, hot leads, notjust those cold ones that sit on
your list for a really longtime.
So if you are interested ingetting paid to generate leads,
head down to the show notespage.
I have the private invite rightthere.
(42:04):
You can sign up for a supersteep discount of$197 right now.
I'll see you next week.
You love all things tinymarketing.
Head down to the show notes pageand sign up for the wait list to
join the Tiny Marketing Clubwhere you get to work one-on-one
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(42:28):
that will help you scale yourmarketing as a B2B service
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So I'll see you over in theclub.
Hey there, fellow founders.
Are you looking to unlock thesecrets behind rapid business
growth?
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classes on game-changingstrategies every single month.
We've tackled topics likebuilding a lean marketing
(42:51):
engine, crafting killer leadmagnets, and leveraging gateway
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(43:11):
That's E V E N T S dot S A R A HN O E L B L O C K dot com.
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