January 19, 2025 • 41 mins
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We explore the transformative power of paid workshops as a lead generation strategy with AnnMarie Rose. This episode digs into why financial investment promotes engagement and offers practical strategies for successfully launching and filling paid workshops.
• The logic behind paid workshops enhancing attendance and engagement
• Successful strategies for promoting and filling workshops
• Creating interest lists and leveraging social media for targeted outreach
• The significance of selecting the right workshop topics
• Setting effective price points for workshops
• Structuring impactful workshops for meaningful engagement
• Pitching services without feeling pushy or salesy
• Resources available for planning and launching workshops
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Welcome to Tiny Marketing.
This is Sarah Noel Block, andthis is a podcast that helps B2B
service businesses do more withless.
Learn lean, actionable, organicmarketing strategies you can
implement today.
No fluff, just powerful growthtactics that work.
Ready to scale smarter, hitthat subscribe button and start
growing your business with TinyMarketing growing your business
(00:28):
with tiny marketing.
Speaker 2 (00:28):
Hey friends, I'm Sarah Noelle Block and you are
listening or watching tinymarketing.
Today we are doing episode 120with Anne-Marie Rose and let me
tell you she's a good friend ofmine and I've been in her orbit
for years now.
I first met her because Iattended one of her workshops
(00:49):
and it was really freaking good.
So I kept going deeper anddeeper in her world and she's
actually she's been on this showbefore.
Hold on one second as I check.
Pause.
Okay, I'm back.
She was on episode 68, theperfect for you, scalable offer.
So it was pretty good and itwas actually the first
(01:15):
conversation that I had thatmade me realize that the tiny
marketing club could be possible, and now it's my absolute
favorite thing to do.
I get to talk to cool soloconsultants and fractionals
every single day, helping themreach their goals.
One of my clients just hadtheir biggest sale ever and
(01:38):
she's been in the tiny marketingclub for like three weeks now
and that's it.
So it's been super rewarding,and my conversation with
Anne-Marie was the trigger pointthat allowed me to see Tiny
Marketing Club clearly for thefirst time, to really see what
it could be.
(01:58):
So she's important to me, andthen I attended one of her
workshops called the WorkshopWorkshop, and in it she taught
us how to leverage paid offersand turn them into hot leads.
So I tried it, I tried it and Imade some income it wasn't
(02:23):
significant, but it was some Togenerate hot leads.
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 thepeople who registered for it
(02:43):
show up live?
For this paid workshop that Idid, 100% of the people who
registered attended.
It was amazing.
They were very active, and thething is, when people pay for
the thing that they're getting,they are so much more likely to
consume it and that's proof inthe pudding, are so much more
(03:09):
likely to consume it, and that'sproof in the pudding.
So I have an array of freeevents that I put on and I will
get usually between I probablyaverage about a 50% live show up
rate for the people whoregistered, but for paid events
I nearly almost get a 100% showup rate and that means that they
actually consumed the content Icreated and if they consumed it
(03:31):
, then they very likely achievedthe win that I intended for
them to get through that content, and that means that they are
one step closer to being readyto 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, so enjoy
(03:57):
.
Speaker 3 (04:00):
I'm Anne-Marie Rose.
I'm an online business scalingstrategist and for nearly a
decade now, I've been helpingonline business owners to
leverage their zone of geniusand to do so in a way that
supports not only the visionthat they have for the impact
they want to have in the world,but in a way that supports their
season of life.
I've been doing that in variousways over the years, from
marketing things that Sarahknows very well and then has
(04:23):
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 morerevenue in the process.
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 2 (04:44):
I am excited to talk about this and for anybody
listening right now.
I have worked with Anne-MarieRose.
She helped me develop the LeanMarketing Accelerator and the
Tiny Marketing Club, so hergenius got into that.
So let's get into workshops andspecifically paid workshops.
(05:05):
Okay, so let me preempt this.
I have done workshops and Ihave done masterclasses a
bajillion times, but for thefirst time ever I'm doing a paid
one, and you inspired that.
So can you tell me whyspecifically paid workshops work
well for generating hot leads?
Speaker 3 (05:24):
Yeah, well, very simply, I'll give you the simple
answer.
We can have a deeperconversation about it, but when
people pay, they pay attention.
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
(05:48):
easily, especially with as noisyas things are and as short as
our attention spans have.
Become free just simply getslost and people don't get that
result from the free thing.
Therefore, they don't build thetrust in the same way.
Speaker 2 (06:01):
Fapt.
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 somethingI'm immediately in there.
And I paid for your workshopworkshop where you touched on
the basis of that Before we hitrecord today.
(06:24):
I said I was reallyapprehensive about charging for
a workshop and you said prettymuch everybody 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 3 (06:43):
paid engagements when there are so many free ones
available.
Well, first I'll just usemyself as an example.
There's a mindset piece and astrategy piece to this here.
Right, one is trusting thatit's going to fill.
That's effectively what you did.
You didn't do anything reallydifferently in your marketing.
You were just like.
I trust that doing things thisway is going to work, and the
reason it does work is becausebuyers have caught on to their
(07:04):
own BS.
Basically and I know myselfpersonally not everybody's this
way, but if I sign up for freeI'm probably 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'llactually get value from it,
rather than it just becominganother unread message in your
inbox, cluttering up your life,your brain space.
(07:26):
We don't need that, right.
So it's added value to put evena small price tag there.
So trusting that people willjump in is the first step.
And then, of course, if you areworking, you know you have a
smaller audience size, whateverI've had clients with literally
no social media or emailfollowing.
Leverage this same approach,just with direct outreach to
(07:49):
some people who they thoughtcould be a fit for it and sell
out a $297 workshop in two weekstime.
So, yeah, it's about looking atwhere are your people and if
you're breaking into a brand newaudience.
There's lots of different waysthat you could go about doing
things like a JV partnership orleveraging promotion partners.
There's lots of differentoptions out there to call people
(08:10):
into your world.
So there's the reach piece yes,but ultimately to put a price
tag on it and trust people willsign up comes down to literally
trust.
Speaker 2 (08:19):
Yeah, let's get into some of those strategies that
people can do to fill them.
I can tell you what I did formy most recent one, and that was
partnerships.
I shared it with people that Iknew had the audience that would
want to go to it and in valuecontent, I would add in a PS on
(08:42):
the workshop and explain it.
I did podcast guesting where Iwould talk about it.
I did podcast series aboutthose topics.
Email, obviously, tons of email, but I think the biggest driver
was the value content leadingto the culmination of you know,
(09:03):
we can actually act on this inthis workshop.
That led to the biggest spike.
Anytime I did that, I was likewell, there's some more.
Speaker 3 (09:12):
Yep, totally.
And I mean I take a really,really lean approach.
I don't have a podcast, I don'tdo like a ton of social media
content, so I take a really leanapproach.
Almost three years ago when Idid my very first paid workshop,
I did it with a promotionpartner who I knew her audience.
I already had a very, verysmall list, very, very small
(09:33):
social media following.
When I say very small, likevery, very small, I know small
is incredibly relative here, butwe're talking like at that
point around 1000, maybe 1500people and I knew she had an
audience that trusted her and wehad complimentary subject
matter that we dealt with.
So she was not another businessstrategist or business coach
per se, but she dealt with moreof the mindset side of things.
(09:54):
And so we hosted a jointventure workshop and there were
a lot of her people that came tothat and it was great.
We just did a revenue share forthat and it worked out really
beautifully and that took a lotof the lift off me too.
I didn't really do a ton topromote that one on social media
at all.
I think I sent a few emails butI knew that her audience was
(10:15):
going to be hot for this, andnow I'm at a point where I still
have a very small but mightyaudience and it's growing a
little bit over time, and so Ireally just promote it via
social media.
I send some emails.
I send anywhere between fiveand ten, depending on honestly
like what I have capacity for,because I write all my own
(10:36):
emails and then my favoritething to do is leverage
promotion partners and I usuallykeep that pretty lean as well.
We haven't, at least up to thispoint, done it where we've had
like 10.
There's usually like one or twowho I know pretty well.
10 would be a lot to handle.
Yeah, yeah, yeah, exactly, andthere's so many different things
you can do.
(10:57):
I think what it comes down tois you're a marketer at the end
of the day, and this is what youdo day in and day out, and so
if someone's listening, whomaybe isn't, marketing hasn't
become the consistent thing thatyou want it to be for yourself
and for your business.
Well, first of all, I work withSarah, but you can do this with
(11:19):
a really really light liftpromo.
Like I said, I've had clientsdo this with that audience
they're trying to reach withtheir workshop.
They have no one in theirsocial media following who falls
into that category, so it canwork.
It's just about having apersonalized approach that's
going to work for you.
Speaker 2 (11:34):
Yeah, and with that I want to touch on creating
interest lists for events likethis.
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
(11:55):
poll on it, anybody who saysthey're interested in this topic
that you're doing your workshopon you could send them a DM and
invite them to that workshop.
Create little interest lists allover the place, that is,
there's not a lot of pressure onit, it's like a mini little
hand raise with it.
Yes, I love a good mini handraise moment.
(12:16):
Yeah, and you can do it too inyour email where, if you're
talking about a topic related toyour workshop, you can set up a
link action where it'll segmentif they click on a certain link
Like, let's say, you were aguest in a podcast and you
happen to be talking about paidworkshops If they click on that,
it would segment them tointerested in paid workshops and
(12:37):
that's a highly.
It would segment them tointerested in paid workshops and
that's a highly engagedinterest list.
Their little mini hand raisehappened.
Speaker 3 (12:44):
Yep, totally so.
Yeah, there's all sorts ofthings you can do and you can
get super savvy with it.
You can keep things reallysimple.
There's just so many differentways you can go about it.
Just like I said, I'm just bigon what's going to work for you,
for your seasonal life rightnow and for just the way your
brain works.
Yeah, yeah.
Speaker 2 (13:03):
I really like that.
You always, when you're workingwith someone, it's always like
well, how much time do you havein your life and what do you
want it to look like?
And then kind of reverseengineering from there one
because it doesn, it doesn't.
Speaker 3 (13:16):
It's like there's no point in trying to fit a round
peg in a square hole.
Yes, it's just so.
It could be for burnout andfrustration.
Speaker 2 (13:23):
And the manifesting generator.
I am constantly talking abouthow I always feel like I'm this
square peg trying to fit in around hole and it's never going
to happen.
It just feels like friction.
Speaker 3 (13:36):
Exactly so.
That's a really great thingabout paid workshops.
For manifesting generators whowant to try different things and
explore different topics, paidworkshops are great because it's
not like you have to commit toa whole new year-long offer or
big you know new service thatyou're providing around a
particular topic.
You can just host a paidworkshop.
If there's enough interest inthat paid workshop topic, you
(13:58):
can say hmm well, should this bea deeper offer that I create?
Speaker 2 (14:00):
That's exactly how I use them.
I use my free masterclassesthat 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'llexpand it from there.
(14:22):
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 3 (14:31):
Exactly.
I have a client.
Her specialty is in marketingdata.
She just hosted a workshop lastweek all about leveraging your
data to have the best, mostsuccessful Black Friday
promotion period possible, andshe realized, like how much she
loves being able to go into theimplementation side of things,
but just that a one to two hourcontainer isn't the best
(14:53):
container for that, the bestcontainer for that.
And so what she's likely goingto be doing is turning her like
dream case workshop experienceinto a group VIP day offer and
then scaling way back on whatthe workshop itself actually is
less on the implementation, moreon the awareness side of things
.
And that works well for hersubject matter because she is
(15:15):
working with a lot of clientswho aren't they're not like are
already deeply steeped in thesubject matter she covers.
So she realized through doingthe workshop one way that this
is actually a great.
She's going to streamline outthe experience to have a more
simplified workshop that leadsto a more full scale,
comprehensive offer.
So much opportunity can comefrom hosting a paid workshop
(15:36):
that leads to a more full-scale,comprehensive offer.
So much opportunity can comefrom hosting a paid workshop
that people just can't evenanticipate.
I couldn't put it all on asales page for a program.
Every client that comes in,shows 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 salesbut also some new initiative
(15:59):
going on in their business thatthey wouldn't have been able to
arrive at otherwise, which isreally cool to see.
Speaker 2 (16:04):
Yeah, that client just made me think of something
you can also have like offerstaircase with that.
If you have a paid workshop,you can have a little order bump
or an upgrade that's availableat the checkout.
You usually have one of thosewhere you can have a little
order bump or an upgrade that'savailable at the checkout.
You usually have one of thosewhere you can get a Voxer week
along with it, so with that one,it could be a group
(16:27):
implementation day as an upgrade, and then the next one up could
be the offer that youultimately want to sell,
whatever your signature offer is.
Yep, okay, let's see we wentoff topic.
Speaker 3 (16:44):
Still on the topic of paid workshops, but, yeah, I
love being able to just take itwhere the like, let things flow
in whatever way we think isgoing to be valuable for you and
I in the audience.
Speaker 2 (16:54):
Like yeah, 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 3 (17:12):
Very simply, your workshop topic.
This is something I've beenwanting to be just so blunt
about on social media.
Most people get this wrong,like I don't care.
My clients are so freakingsmart.
It is just hard to do foryourself.
It's hard to see for yourselfLike.
I'm an expert at this and my ownworkshop topics definitely have
room to improve because we'reso freaking close to it.
We're so close to it that wetend to choose workshop topics.
(17:38):
That's for someone who's beenspending day in and day out in
our brain and understandseverything 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'reaccurate about what the problem
is and they're on the hunt for asolution and they're accurate
about what the problem is andthey're on the hunt for a
(17:58):
solution.
So it's highly likely that yourfirst thought of what workshop
topic you should create 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 of
(18:20):
symptoms of the problem.
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 meeting people wherethey are right and it's
important to speak in that waybecause what you're going to
(18:41):
ultimately do is help peoplehave a deeper understanding of
why they're experiencing thatpain.
I mean, I don't know if you'veever been to therapy there's a
lot of therapy that happens andjust understanding, like you
know, if you're constantlygetting in an argument with your
spouse or whatever theunderstanding where that's
coming from, or understandingwhat's driving that is like
(19:02):
therapeutic in itself.
You like have this realizationoh my gosh, I'm not crazy.
You can move through it likeyou're more able to see okay,
here's the solution here, so Ican take some action.
Same idea with workshops.
If there's a larger pool ofpeople who are aware of the
symptom they're experiencing thepain but they're not quite sure
what the root of the problem isthen you trying to speak to the
(19:23):
solution that's on the otherside of that, or even directly
to the root of the problem thatyou know they're experiencing,
you're losing a lot of people,yeah.
Speaker 2 (19:31):
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, so the solution
(19:52):
doesn't make sense.
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 3 (20:13):
Totally, and I'm a big examples person so I'll even
share an example to help getpeople's wheels turning.
On the workshop that youattended, there was someone
there who has a marketing agencyand she mentioned that one of
her frustrations right now isthat her people keep coming to
her and they want strictlysocial media, but she offers
full service.
And then the problem is ispeople are frustrated that their
(20:34):
social media isn't getting themthe ROI that they want.
And then the problem is ispeople are frustrated that their
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 allows them to see the ROIwith 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
(20:56):
wanting more help with socialmedia.
They're going to bed at nightthinking about man.
I got to wake up and postaround social media, but I doubt
it's actually going to callclients.
Social media is what's top ofmind for them.
So if we go host a workshop onhow to generate more client
revenue with email marketing,you've lost them.
That's not what's top of mindfor them.
But what you could do is host aworkshop on how to generate
greater ROI from your socialmedia and you can tell them
(21:16):
there are these other componentsof your marketing strategy that
need to be dialed in in orderfor social media to truly have
the impact on your business'sbottom 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 theirsocial media to increase their
(21:37):
bottom line the way that whatthey want.
You can help them to identifythose gaps in a workshop.
Speaker 2 (21:42):
That makes complete sense.
People are coming to her forthat certain thing, so that's
the topic that's going to popout at them, and then, once
they're there, you can say youactually need an ecosystem at
feet, right, right, exactly.
Yeah, that makes sense, and Iknow exactly who you're talking
(22:03):
about.
Speaker 3 (22:03):
It's really the topic is so make or break, and it is
that thing that, as experts, wecan spin our wheels trying to
nail the thing down.
So just start by askingyourself what do people really
(22:23):
need to have in order to beready for the solution that I
offer?
And another way to ask thequestion is what is actually top
of mind for my ideal clientright now related to what I
offer and the problem that Isolve, and how are they actually
speaking to themselves aboutthat?
Speaker 2 (22:33):
And if you don't know , go ask.
Yeah, that's a really goodpoint.
A lot of people are coming tome first because they want more
engagement on LinkedIn, theywant to be able to get clients
from LinkedIn.
But there's a whole ecosystemthat goes in there and there's a
whole strategy, multi-pronged,so that you're you said, yes, I
(22:56):
want a paid workshop, I want hotleads, and then you need to
come up with the topic.
But you know we're all livinginside the jar so it's hard to
read the label on the outside.
So you know you got to startworkshopping and brainstorming
the steps that they are at twoto three steps before they need
(23:17):
to work with you.
What do they actually need?
Or one thing that I'm alwaysdoing as I'm taking those sales
transcripts from my calls,putting it in chap gpt and
asking what's the biggestproblem they talked about.
That's a really good place tostart if you're looking for
workshop topics.
If you're looking for workshoptopics, yeah and okay.
(23:40):
So we come up with our topicand it's more of like the
problem aware topic and we set aprice tag on it.
What should that look like?
Speaker 3 (23:48):
The price specifically.
So this is going to really varydepending on industry and a
number of other things.
I will say the most commonprice points that I see working
well are, for most industries,somewhere between 27 and 97.
I will say, if it's strictlyB2C space, like a parent coach
(24:10):
for example, maybe you could dosomething in the $9 to $17 range
.
I know for my audience, whichis business owners, that is not
enough for them to want to showup Because remember, that's the
reason we're putting your pricetag on this you can have this as
a portion of your businessmodel, but for a low ticket.
You need high volume on thefront end if you want that to
really be a significant portionof your business model.
(24:30):
So if your intention is toleverage paid workshops to
generate more sales of yourother offers, Don't really worry
about oh well, how much moneyis this going to make me to host
the workshop.
It's just kind of icing on thecake.
The real point of putting aprice tag on it is so that
people show up and engage withcontent.
So that's the most importantquestion to ask yourself is what
is going to be enough of aprice tag to encourage people to
(24:53):
show up and engage with content.
Usually, like I said, for myaudience, somewhere between $27
and $97 tends to work well.
I've had clients, especiallywho are serving larger
organizations, they will gosomewhere in the around $197,
$297 range and I've had clientsgo all the way up to $500 before
.
Speaker 2 (25:11):
Yeah, the workshops that I attend are.
Usually they're right aroundthe $97 price and it's low
enough that it's like, no, okay,but it's high enough that I'm
like, well, I gotta go.
Speaker 3 (25:26):
Right, exactly.
So something I like to do is Imight do a $97 price point.
$47 tends to be my sweet spotwhere I don't really get any
resistance on the price.
Yeah, but yeah, so $97, andthen you could do something like
an early bird discount orspecial guest codes for people.
(25:49):
A $97 price point gives you alot of room to kind of play with
.
You could have the pricegradually increasing up to $97.
Speaker 2 (25:56):
Yeah that's what I did for mine.
It gradually increased to $97.
I had early bird available forlike the first 10 people.
Speaker 3 (26:06):
Yeah, which is super smart, I'd say.
For most.
You know, if your audience islike smaller business owners,
for example, I think that's agood route to go, Because if
you're targeting that type of anaudience, or you know high
level professionals or whateverthey will tend to sit on, I feel
like a hundred is enough thatthey might sit on the fence till
like the day before to see like, well, if I'm going to pay a
(26:26):
hundred bucks, I want to makesure I can make it.
Yeah, Gradual rollout andgradual increase the price point
.
It'll encourage those earliersign ups.
Speaker 2 (26:33):
Yeah, I think that did make it a lot easier because
I was getting them right away,because everyone wanted that
early bird ticket and, yeah,like it was tied to the number
of tickets I sold and like afinal date, so if it sold 10
before the deadline, then theywere just gone.
Yep, I love doing it.
(26:55):
Yeah, that worked really well,so we've priced it.
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
(27:16):
advertising so you can get evenmore people on your list for
your workshop.
All right, now we do thecheckout.
You can have an order bump oran upgrade available on there
Something not too crazy and youmentioned that you have a
revenue share for yours.
(27:36):
You use Thrivecart for that tobe able to share that, so that's
an option.
I think Leadpages also hasRevShare, kajabi you need to
have some sort of platform inorder to make that work.
Speaker 3 (27:52):
Well, there is a way to do it simply if you don't
have any robust tech.
I have clients come to me who,for example, I had a client come
to me in July who had nevertaken a credit card payment in
her business in 18 years.
Everything had been like cometo me in July who had never
taken a credit card payment inher business in 18 years.
Everything had been like isn'tthat crazy?
And within three weeks she hadher paid workshop up and running
and was charging $300.
(28:14):
And I think she had like fiveor six people registered for her
first one.
So you can do this really lowtech as well.
Pretty much any checkoutplatform is going to allow you
to insert a code, and so if youare doing some type of promo
partnership with people, youcould give them a code that's
like Sarah50 or whatever forthem to share with their people,
and then anytime someone usesthat code, you know their people
(28:36):
.
Now you would obviously bewanting to offer like some type
of a discount.
So if you did something likeyour people get 10% off and then
I'm going to 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
workaround for a low-tech option.
Speaker 2 (28:55):
Yeah, yeah, that's true, that could work.
Okay, so we have the checkoutand then the day of we're doing
our workshop.
How long would you recommendour workshops be when they're
paid?
Speaker 3 (29:11):
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 will tell you therecommended workshop style for
you at myworkshopgameplancom,because it really depends on,
again, your goals, your audience, all the things.
Right now, what I see workingreally well is a workshop in the
(29:35):
90-minute to two-hour range.
Now there's a time and a placefor workshops that are longer,
like in three to four-hour range.
I will say that's best when youhave a very warm audience of
people who and you're sellingsomething higher ticket on the
back end I do not think it makesa ton of sense to host a four
hour workshop to sell a $30membership, so something that
(29:57):
matches the experience of whatyou're selling people on on the
other side.
And then there's also a timeand 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
end up finding is like it wasthey were trying to cram a lot
(30:19):
in 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.
Yeah.
Speaker 2 (30:31):
And, in my experience , whenever I'm signed up for a
workshop and it's too long, I'mlike why did I sign up?
Speaker 3 (30:41):
Yeah, if you are going to do something that is a
lot longer, I almost treat it aslike a mini retreat where
you're going to open up breakoutrooms.
There's opportunities forconnection.
I always encourage to haveinteraction built in and you've
seen, you've been to myworkshops in the past you know I
build in time for interaction,so there is time and space for
that in the 90 minute to twohour range.
But if that's the crux of whatyou're doing is creating a
(31:03):
really deeply interactiveexperience where there's going
to be a very specific outcomethere you always want a specific
outcome, but you know moreimplementation, things like that
Then maybe you want to exploresomething in the three to four
hour range.
But don't just make it thatlong.
It's not a value add to saythat it's a four hour thing
unless the experience itselfactually requires four hours
(31:23):
100% agree.
And build in breaks.
If you're going to do it thatlong, you need to have a solid
break in the middle.
Yeah, don't be in the Zoomscreen for four hours straight.
Speaker 2 (31:34):
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 3 (31:43):
Yep Exactly.
Speaker 2 (31:44):
All right, so we have that down Now.
The last piece is the pitching,because the ultimate goal of a
paid workshop is to get someoneto move into our signature offer
or just a bigger offer.
So how do you do that without?
Speaker 3 (31:59):
it.
Yeah, as I like to say, pitchwithout sweaty palms.
So very simply and you know,this is something I teach my
clients in a much morestructured way, but very simply,
I love to use the pitch as ateaching tool.
So in my craft framework which,if you go get the workshop game
plan, you will learn my craftframework, I break it down in
(32:21):
the results videos and the S Sin the CRAFT framework stands
for full transformation.
That's when the pitch happensand what I recommend doing in
most instances is teaching thefull transformation, the full
picture of what someone needs tomove through or experience or
navigate in order to have thefull, 100% transformation.
(32:44):
That's on the other side ofwhere they came in right.
So in that example I gaveearlier about social media,
right, the full transformationis where it's going to be time
to really clarify what does thatfull, comprehensive marketing
system look like?
The full marketing strategylooks like that where all the
gaps are now closed so thatsocial media is truly, those
(33:06):
efforts are optimized and arecreating the maximum ROI
possible because those gaps arenow closed.
What does that actually looklike?
Do you have a framework thatyou could reveal that is
representative of what peoplewould experience or navigate
through or implement throughyour paid offer that you're
selling in the workplace.
So giving that clarity iskindness and it is helpful for
(33:26):
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 they havethat sense of clarity.
Speaker 2 (33:36):
OK, so the pitching without sweaty palms in
revealing the framework thatwould get them the full
transformation that you'reteaching in that workshop.
Speaker 3 (33:49):
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 to force all of that in atwo-hour setting.
It's not going to work.
Your people are going to feellike you either fire, hose them
(34:11):
with information.
They're going to sense thatdesire to overgive which so many
of my amazing clients have.
I'm not surprised, because Ihave it too, but it is 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
(34:33):
in another way.
Speaker 2 (34:33):
That is funny that you mentioned 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 brosales perspective, where for us
it's all about service andhelping and just guiding someone
(34:57):
to a 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.
Speaker 3 (35:12):
Life and business.
We get along, no matter whatDogs and all.
Speaker 2 (35:17):
Truly yeah.
My kids are home from schooltoday and they're both
rollerblading on the main floor.
I can hear them.
Speaker 3 (35:24):
That sounds like a fun day.
Speaker 2 (35:27):
Life and business all over again.
Yes, totally 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 3 (35:43):
Yeah, totally.
So.
This is a really great startingpoint.
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
myworkshopgameplancom.
I'm going to ask you, like Idon't know, 10 questions,
something like that, because, aswe talked about before,
everything I do is very meant tobe personalized to you.
(36:04):
Everything is rooted in what'sgoing to work for you, given
your personality, yourpreferences, your strengths,
your business circumstances,your goals.
All those things are not goingto 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 going to answer thosequestions.
What I'm going to do at the endis share with you hey, here's
(36:24):
the type, the format of workshopthat could work well for you.
Here's kind of the timeframerange you could be looking at.
Here's a sample agenda of howthat could flow, leveraging my
craft framework, and then somesimple pricing and promotion
recommendations just based onthe type of workshop that you
get on the backend, and then Iemail you all the different
(36:44):
types, regardless of, or all thedifferent formats depend
regardless of what you bought.
So you can see the otheroptions.
You don't have to take it 15times trying to hack this system
and get different results.
You could just see them all.
I'm not trying to like hideanything from you.
Speaker 2 (36:57):
I 100% immediately went to all the ones that I
didn't get and like share it.
Speaker 3 (37:03):
Yeah, totally Because it's it just we start somewhere
and then you can tailor theexperience to what it is you
want it to be, and then, ofcourse, I have resources to
support in whatever way peopleare wanting on the back end of
that as well.
Speaker 2 (37:18):
Awesome, and where can they find you online?
Speaker 3 (37:27):
I'm mostly over on Instagram.
As you know, I've been likedipping my toe in the LinkedIn
world a little bit here andthere, so I'm mainly on
Instagram.
I'm at ASK, Anne-Marie Rose andthen over on LinkedIn.
I'm just Anne-Marie Rose and Iam connecting over there more
and more so you can find methere.
Speaker 2 (37:41):
I will have all those links in the show notes.
Thanks again, find me there.
Speaker 3 (37:47):
I will have all those links in the show notes.
Thanks again, this was so fun.
I love paid workshops.
Speaker 2 (37:54):
I love that you are in process of bringing one to
life.
I'm so excited to see how itturns out.
Yeah, 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.
(38:15):
If you enjoyed this episode,please like, subscribe, comment.
Let me know what you want tosee in the future.
I'm always listening, I alwayssee your comments and I
appreciate you, and if you areinterested in leveraging a paid
offer to turn prospects into hotleads, then you should
(38:38):
definitely try out my Get Paidto Generate Leads Micro Offer
Magic Course.
It is only $197 right now it'son Super Sale and in it I will
teach you how to launch your ownpaid micro offer, how to upsell
from it and how to actuallysell those micro offers, so as
(39:02):
many people are getting intoyour funnel as possible in their
toasty hot leads, not justthose cold ones that sit on your
list for a really long time.
So if you are interested ingetting paid to generate leads,
head down to the show notes page.
I have the private invite rightthere.
(39:23):
You can sign up for super steepdiscount of $197 right now.
I'll see you next week.
Speaker 1 (39:30):
You love all things tiny marketing.
Head down to the show notespage and sign up for the wait
list to join the tiny marketingclub, where you get to work
one-on-one with me withtrainings, feedback and pop-up
coaching that will help youscale your marketing as a B2B
(39:51):
service business.
So I'll see you over in theclub.
Welcome to Tiny Marketing.
This is Sarah Noel Block, andthis is a podcast that helps B2B
service businesses do more withless.
Learn lean, actionable, organicmarketing strategies you can
implement today.
No fluff, just powerful growthtactics that work.
Ready to scale smarter, hitthat subscribe button and start
growing your business with TinyMarketing growing your business
(00:28):
with tiny marketing.
Speaker 2 (00:28):
Hey friends, I'm Sarah Noelle Block and you are
listening or watching tinymarketing.
Today we are doing episode 120with Anne-Marie Rose and let me
tell you she's a good friend ofmine and I've been in her orbit
for years now.
I first met her because Iattended one of her workshops
(00:49):
and it was really freaking good.
So I kept going deeper anddeeper in her world and she's
actually she's been on this showbefore.
Hold on one second as I check.
Pause.
Okay, I'm back.
She was on episode 68, theperfect for you, scalable offer.
So it was pretty good and itwas actually the first
(01:15):
conversation that I had thatmade me realize that the tiny
marketing club could be possible, and now it's my absolute
favorite thing to do.
I get to talk to cool soloconsultants and fractionals
every single day, helping themreach their goals.
One of my clients just hadtheir biggest sale ever and
(01:38):
she's been in the tiny marketingclub for like three weeks now
and that's it.
So it's been super rewarding,and my conversation with
Anne-Marie was the trigger pointthat allowed me to see Tiny
Marketing Club clearly for thefirst time, to really see what
it could be.
(01:58):
So she's important to me, andthen I attended one of her
workshops called the WorkshopWorkshop, and in it she taught
us how to leverage paid offersand turn them into hot leads.
So I tried it, I tried it and Imade some income it wasn't
(02:23):
significant, but it was some Togenerate hot leads.
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 thepeople who registered for it
(02:43):
show up live?
For this paid workshop that Idid, 100% of the people who
registered attended.
It was amazing.
They were very active, and thething is, when people pay for
the thing that they're getting,they are so much more likely to
consume it and that's proof inthe pudding, are so much more
(03:09):
likely to consume it, and that'sproof in the pudding.
So I have an array of freeevents that I put on and I will
get usually between I probablyaverage about a 50% live show up
rate for the people whoregistered, but for paid events
I nearly almost get a 100% showup rate and that means that they
actually consumed the content Icreated and if they consumed it
(03:31):
, then they very likely achievedthe win that I intended for
them to get through that content, and that means that they are
one step closer to being readyto 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, so enjoy
(03:57):
.
Speaker 3 (04:00):
I'm Anne-Marie Rose.
I'm an online business scalingstrategist and for nearly a
decade now, I've been helpingonline business owners to
leverage their zone of geniusand to do so in a way that
supports not only the visionthat they have for the impact
they want to have in the world,but in a way that supports their
season of life.
I've been doing that in variousways over the years, from
marketing things that Sarahknows very well and then has
(04:23):
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 morerevenue in the process.
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 2 (04:44):
I am excited to talk about this and for anybody
listening right now.
I have worked with Anne-MarieRose.
She helped me develop the LeanMarketing Accelerator and the
Tiny Marketing Club, so hergenius got into that.
So let's get into workshops andspecifically paid workshops.
(05:05):
Okay, so let me preempt this.
I have done workshops and Ihave done masterclasses a
bajillion times, but for thefirst time ever I'm doing a paid
one, and you inspired that.
So can you tell me whyspecifically paid workshops work
well for generating hot leads?
Speaker 3 (05:24):
Yeah, well, very simply, I'll give you the simple
answer.
We can have a deeperconversation about it, but when
people pay, they pay attention.
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
(05:48):
easily, especially with as noisyas things are and as short as
our attention spans have.
Become free just simply getslost and people don't get that
result from the free thing.
Therefore, they don't build thetrust in the same way.
Speaker 2 (06:01):
Fapt.
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 somethingI'm immediately in there.
And I paid for your workshopworkshop where you touched on
the basis of that Before we hitrecord today.
(06:24):
I said I was reallyapprehensive about charging for
a workshop and you said prettymuch everybody 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 3 (06:43):
paid engagements when there are so many free ones
available.
Well, first I'll just usemyself as an example.
There's a mindset piece and astrategy piece to this here.
Right, one is trusting thatit's going to fill.
That's effectively what you did.
You didn't do anything reallydifferently in your marketing.
You were just like.
I trust that doing things thisway is going to work, and the
reason it does work is becausebuyers have caught on to their
(07:04):
own BS.
Basically and I know myselfpersonally not everybody's this
way, but if I sign up for freeI'm probably 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'llactually get value from it,
rather than it just becominganother unread message in your
inbox, cluttering up your life,your brain space.
(07:26):
We don't need that, right.
So it's added value to put evena small price tag there.
So trusting that people willjump in is the first step.
And then, of course, if you areworking, you know you have a
smaller audience size, whateverI've had clients with literally
no social media or emailfollowing.
Leverage this same approach,just with direct outreach to
(07:49):
some people who they thoughtcould be a fit for it and sell
out a $297 workshop in two weekstime.
So, yeah, it's about looking atwhere are your people and if
you're breaking into a brand newaudience.
There's lots of different waysthat you could go about doing
things like a JV partnership orleveraging promotion partners.
There's lots of differentoptions out there to call people
(08:10):
into your world.
So there's the reach piece yes,but ultimately to put a price
tag on it and trust people willsign up comes down to literally
trust.
Speaker 2 (08:19):
Yeah, let's get into some of those strategies that
people can do to fill them.
I can tell you what I did formy most recent one, and that was
partnerships.
I shared it with people that Iknew had the audience that would
want to go to it and in valuecontent, I would add in a PS on
(08:42):
the workshop and explain it.
I did podcast guesting where Iwould talk about it.
I did podcast series aboutthose topics.
Email, obviously, tons of email, but I think the biggest driver
was the value content leadingto the culmination of you know,
(09:03):
we can actually act on this inthis workshop.
That led to the biggest spike.
Anytime I did that, I was likewell, there's some more.
Speaker 3 (09:12):
Yep, totally.
And I mean I take a really,really lean approach.
I don't have a podcast, I don'tdo like a ton of social media
content, so I take a really leanapproach.
Almost three years ago when Idid my very first paid workshop,
I did it with a promotionpartner who I knew her audience.
I already had a very, verysmall list, very, very small
(09:33):
social media following.
When I say very small, likevery, very small, I know small
is incredibly relative here, butwe're talking like at that
point around 1000, maybe 1500people and I knew she had an
audience that trusted her and wehad complimentary subject
matter that we dealt with.
So she was not another businessstrategist or business coach
per se, but she dealt with moreof the mindset side of things.
(09:54):
And so we hosted a jointventure workshop and there were
a lot of her people that came tothat and it was great.
We just did a revenue share forthat and it worked out really
beautifully and that took a lotof the lift off me too.
I didn't really do a ton topromote that one on social media
at all.
I think I sent a few emails butI knew that her audience was
(10:15):
going to be hot for this, andnow I'm at a point where I still
have a very small but mightyaudience and it's growing a
little bit over time, and so Ireally just promote it via
social media.
I send some emails.
I send anywhere between fiveand ten, depending on honestly
like what I have capacity for,because I write all my own
(10:36):
emails and then my favoritething to do is leverage
promotion partners and I usuallykeep that pretty lean as well.
We haven't, at least up to thispoint, done it where we've had
like 10.
There's usually like one or twowho I know pretty well.
10 would be a lot to handle.
Yeah, yeah, yeah, exactly, andthere's so many different things
you can do.
(10:57):
I think what it comes down tois you're a marketer at the end
of the day, and this is what youdo day in and day out, and so
if someone's listening, whomaybe isn't, marketing hasn't
become the consistent thing thatyou want it to be for yourself
and for your business.
Well, first of all, I work withSarah, but you can do this with
(11:19):
a really really light liftpromo.
Like I said, I've had clientsdo this with that audience
they're trying to reach withtheir workshop.
They have no one in theirsocial media following who falls
into that category, so it canwork.
It's just about having apersonalized approach that's
going to work for you.
Speaker 2 (11:34):
Yeah, and with that I want to touch on creating
interest lists for events likethis.
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
(11:55):
poll on it, anybody who saysthey're interested in this topic
that you're doing your workshopon you could send them a DM and
invite them to that workshop.
Create little interest lists allover the place, that is,
there's not a lot of pressure onit, it's like a mini little
hand raise with it.
Yes, I love a good mini handraise moment.
(12:16):
Yeah, and you can do it too inyour email where, if you're
talking about a topic related toyour workshop, you can set up a
link action where it'll segmentif they click on a certain link
Like, let's say, you were aguest in a podcast and you
happen to be talking about paidworkshops If they click on that,
it would segment them tointerested in paid workshops and
(12:37):
that's a highly.
It would segment them tointerested in paid workshops and
that's a highly engagedinterest list.
Their little mini hand raisehappened.
Speaker 3 (12:44):
Yep, totally so.
Yeah, there's all sorts ofthings you can do and you can
get super savvy with it.
You can keep things reallysimple.
There's just so many differentways you can go about it.
Just like I said, I'm just bigon what's going to work for you,
for your seasonal life rightnow and for just the way your
brain works.
Yeah, yeah.
Speaker 2 (13:03):
I really like that.
You always, when you're workingwith someone, it's always like
well, how much time do you havein your life and what do you
want it to look like?
And then kind of reverseengineering from there one
because it doesn, it doesn't.
Speaker 3 (13:16):
It's like there's no point in trying to fit a round
peg in a square hole.
Yes, it's just so.
It could be for burnout andfrustration.
Speaker 2 (13:23):
And the manifesting generator.
I am constantly talking abouthow I always feel like I'm this
square peg trying to fit in around hole and it's never going
to happen.
It just feels like friction.
Speaker 3 (13:36):
Exactly so.
That's a really great thingabout paid workshops.
For manifesting generators whowant to try different things and
explore different topics, paidworkshops are great because it's
not like you have to commit toa whole new year-long offer or
big you know new service thatyou're providing around a
particular topic.
You can just host a paidworkshop.
If there's enough interest inthat paid workshop topic, you
(13:58):
can say hmm well, should this bea deeper offer that I create?
Speaker 2 (14:00):
That's exactly how I use them.
I use my free masterclassesthat 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'llexpand it from there.
(14:22):
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 3 (14:31):
Exactly.
I have a client.
Her specialty is in marketingdata.
She just hosted a workshop lastweek all about leveraging your
data to have the best, mostsuccessful Black Friday
promotion period possible, andshe realized, like how much she
loves being able to go into theimplementation side of things,
but just that a one to two hourcontainer isn't the best
(14:53):
container for that, the bestcontainer for that.
And so what she's likely goingto be doing is turning her like
dream case workshop experienceinto a group VIP day offer and
then scaling way back on whatthe workshop itself actually is
less on the implementation, moreon the awareness side of things
.
And that works well for hersubject matter because she is
(15:15):
working with a lot of clientswho aren't they're not like are
already deeply steeped in thesubject matter she covers.
So she realized through doingthe workshop one way that this
is actually a great.
She's going to streamline outthe experience to have a more
simplified workshop that leadsto a more full scale,
comprehensive offer.
So much opportunity can comefrom hosting a paid workshop
(15:36):
that leads to a more full-scale,comprehensive offer.
So much opportunity can comefrom hosting a paid workshop
that people just can't evenanticipate.
I couldn't put it all on asales page for a program.
Every client that comes in,shows 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 salesbut also some new initiative
(15:59):
going on in their business thatthey wouldn't have been able to
arrive at otherwise, which isreally cool to see.
Speaker 2 (16:04):
Yeah, that client just made me think of something
you can also have like offerstaircase with that.
If you have a paid workshop,you can have a little order bump
or an upgrade that's availableat the checkout.
You usually have one of thosewhere you can have a little
order bump or an upgrade that'savailable at the checkout.
You usually have one of thosewhere you can get a Voxer week
along with it, so with that one,it could be a group
(16:27):
implementation day as an upgrade, and then the next one up could
be the offer that youultimately want to sell,
whatever your signature offer is.
Yep, okay, let's see we wentoff topic.
Speaker 3 (16:44):
Still on the topic of paid workshops, but, yeah, I
love being able to just take itwhere the like, let things flow
in whatever way we think isgoing to be valuable for you and
I in the audience.
Speaker 2 (16:54):
Like yeah, 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 3 (17:12):
Very simply, your workshop topic.
This is something I've beenwanting to be just so blunt
about on social media.
Most people get this wrong,like I don't care.
My clients are so freakingsmart.
It is just hard to do foryourself.
It's hard to see for yourselfLike.
I'm an expert at this and my ownworkshop topics definitely have
room to improve because we'reso freaking close to it.
We're so close to it that wetend to choose workshop topics.
(17:38):
That's for someone who's beenspending day in and day out in
our brain and understandseverything 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'reaccurate about what the problem
is and they're on the hunt for asolution and they're accurate
about what the problem is andthey're on the hunt for a
(17:58):
solution.
So it's highly likely that yourfirst thought of what workshop
topic you should create 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 of
(18:20):
symptoms of the problem.
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 meeting people wherethey are right and it's
important to speak in that waybecause what you're going to
(18:41):
ultimately do is help peoplehave a deeper understanding of
why they're experiencing thatpain.
I mean, I don't know if you'veever been to therapy there's a
lot of therapy that happens andjust understanding, like you
know, if you're constantlygetting in an argument with your
spouse or whatever theunderstanding where that's
coming from, or understandingwhat's driving that is like
(19:02):
therapeutic in itself.
You like have this realizationoh my gosh, I'm not crazy.
You can move through it likeyou're more able to see okay,
here's the solution here, so Ican take some action.
Same idea with workshops.
If there's a larger pool ofpeople who are aware of the
symptom they're experiencing thepain but they're not quite sure
what the root of the problem isthen you trying to speak to the
(19:23):
solution that's on the otherside of that, or even directly
to the root of the problem thatyou know they're experiencing,
you're losing a lot of people,yeah.
Speaker 2 (19:31):
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, so the solution
(19:52):
doesn't make sense.
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 3 (20:13):
Totally, and I'm a big examples person so I'll even
share an example to help getpeople's wheels turning.
On the workshop that youattended, there was someone
there who has a marketing agencyand she mentioned that one of
her frustrations right now isthat her people keep coming to
her and they want strictlysocial media, but she offers
full service.
And then the problem is ispeople are frustrated that their
(20:34):
social media isn't getting themthe ROI that they want.
And then the problem is ispeople are frustrated that their
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 allows them to see the ROIwith 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
(20:56):
wanting more help with socialmedia.
They're going to bed at nightthinking about man.
I got to wake up and postaround social media, but I doubt
it's actually going to callclients.
Social media is what's top ofmind for them.
So if we go host a workshop onhow to generate more client
revenue with email marketing,you've lost them.
That's not what's top of mindfor them.
But what you could do is host aworkshop on how to generate
greater ROI from your socialmedia and you can tell them
(21:16):
there are these other componentsof your marketing strategy that
need to be dialed in in orderfor social media to truly have
the impact on your business'sbottom 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 theirsocial media to increase their
(21:37):
bottom line the way that whatthey want.
You can help them to identifythose gaps in a workshop.
Speaker 2 (21:42):
That makes complete sense.
People are coming to her forthat certain thing, so that's
the topic that's going to popout at them, and then, once
they're there, you can say youactually need an ecosystem at
feet, right, right, exactly.
Yeah, that makes sense, and Iknow exactly who you're talking
(22:03):
about.
Speaker 3 (22:03):
It's really the topic is so make or break, and it is
that thing that, as experts, wecan spin our wheels trying to
nail the thing down.
So just start by askingyourself what do people really
(22:23):
need to have in order to beready for the solution that I
offer?
And another way to ask thequestion is what is actually top
of mind for my ideal clientright now related to what I
offer and the problem that Isolve, and how are they actually
speaking to themselves aboutthat?
Speaker 2 (22:33):
And if you don't know , go ask.
Yeah, that's a really goodpoint.
A lot of people are coming tome first because they want more
engagement on LinkedIn, theywant to be able to get clients
from LinkedIn.
But there's a whole ecosystemthat goes in there and there's a
whole strategy, multi-pronged,so that you're you said, yes, I
(22:56):
want a paid workshop, I want hotleads, and then you need to
come up with the topic.
But you know we're all livinginside the jar so it's hard to
read the label on the outside.
So you know you got to startworkshopping and brainstorming
the steps that they are at twoto three steps before they need
(23:17):
to work with you.
What do they actually need?
Or one thing that I'm alwaysdoing as I'm taking those sales
transcripts from my calls,putting it in chap gpt and
asking what's the biggestproblem they talked about.
That's a really good place tostart if you're looking for
workshop topics.
If you're looking for workshoptopics, yeah and okay.
(23:40):
So we come up with our topicand it's more of like the
problem aware topic and we set aprice tag on it.
What should that look like?
Speaker 3 (23:48):
The price specifically.
So this is going to really varydepending on industry and a
number of other things.
I will say the most commonprice points that I see working
well are, for most industries,somewhere between 27 and 97.
I will say, if it's strictlyB2C space, like a parent coach
(24:10):
for example, maybe you could dosomething in the $9 to $17 range
.
I know for my audience, whichis business owners, that is not
enough for them to want to showup Because remember, that's the
reason we're putting your pricetag on this you can have this as
a portion of your businessmodel, but for a low ticket.
You need high volume on thefront end if you want that to
really be a significant portionof your business model.
(24:30):
So if your intention is toleverage paid workshops to
generate more sales of yourother offers, Don't really worry
about oh well, how much moneyis this going to make me to host
the workshop.
It's just kind of icing on thecake.
The real point of putting aprice tag on it is so that
people show up and engage withcontent.
So that's the most importantquestion to ask yourself is what
is going to be enough of aprice tag to encourage people to
(24:53):
show up and engage with content.
Usually, like I said, for myaudience, somewhere between $27
and $97 tends to work well.
I've had clients, especiallywho are serving larger
organizations, they will gosomewhere in the around $197,
$297 range and I've had clientsgo all the way up to $500 before
.
Speaker 2 (25:11):
Yeah, the workshops that I attend are.
Usually they're right aroundthe $97 price and it's low
enough that it's like, no, okay,but it's high enough that I'm
like, well, I gotta go.
Speaker 3 (25:26):
Right, exactly.
So something I like to do is Imight do a $97 price point.
$47 tends to be my sweet spotwhere I don't really get any
resistance on the price.
Yeah, but yeah, so $97, andthen you could do something like
an early bird discount orspecial guest codes for people.
(25:49):
A $97 price point gives you alot of room to kind of play with
.
You could have the pricegradually increasing up to $97.
Speaker 2 (25:56):
Yeah that's what I did for mine.
It gradually increased to $97.
I had early bird available forlike the first 10 people.
Speaker 3 (26:06):
Yeah, which is super smart, I'd say.
For most.
You know, if your audience islike smaller business owners,
for example, I think that's agood route to go, Because if
you're targeting that type of anaudience, or you know high
level professionals or whateverthey will tend to sit on, I feel
like a hundred is enough thatthey might sit on the fence till
like the day before to see like, well, if I'm going to pay a
(26:26):
hundred bucks, I want to makesure I can make it.
Yeah, Gradual rollout andgradual increase the price point
.
It'll encourage those earliersign ups.
Speaker 2 (26:33):
Yeah, I think that did make it a lot easier because
I was getting them right away,because everyone wanted that
early bird ticket and, yeah,like it was tied to the number
of tickets I sold and like afinal date, so if it sold 10
before the deadline, then theywere just gone.
Yep, I love doing it.
(26:55):
Yeah, that worked really well,so we've priced it.
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
(27:16):
advertising so you can get evenmore people on your list for
your workshop.
All right, now we do thecheckout.
You can have an order bump oran upgrade available on there
Something not too crazy and youmentioned that you have a
revenue share for yours.
(27:36):
You use Thrivecart for that tobe able to share that, so that's
an option.
I think Leadpages also hasRevShare, kajabi you need to
have some sort of platform inorder to make that work.
Speaker 3 (27:52):
Well, there is a way to do it simply if you don't
have any robust tech.
I have clients come to me who,for example, I had a client come
to me in July who had nevertaken a credit card payment in
her business in 18 years.
Everything had been like cometo me in July who had never
taken a credit card payment inher business in 18 years.
Everything had been like isn'tthat crazy?
And within three weeks she hadher paid workshop up and running
and was charging $300.
(28:14):
And I think she had like fiveor six people registered for her
first one.
So you can do this really lowtech as well.
Pretty much any checkoutplatform is going to allow you
to insert a code, and so if youare doing some type of promo
partnership with people, youcould give them a code that's
like Sarah50 or whatever forthem to share with their people,
and then anytime someone usesthat code, you know their people
(28:36):
.
Now you would obviously bewanting to offer like some type
of a discount.
So if you did something likeyour people get 10% off and then
I'm going to 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
workaround for a low-tech option.
Speaker 2 (28:55):
Yeah, yeah, that's true, that could work.
Okay, so we have the checkoutand then the day of we're doing
our workshop.
How long would you recommendour workshops be when they're
paid?
Speaker 3 (29:11):
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 will tell you therecommended workshop style for
you at myworkshopgameplancom,because it really depends on,
again, your goals, your audience, all the things.
Right now, what I see workingreally well is a workshop in the
(29:35):
90-minute to two-hour range.
Now there's a time and a placefor workshops that are longer,
like in three to four-hour range.
I will say that's best when youhave a very warm audience of
people who and you're sellingsomething higher ticket on the
back end I do not think it makesa ton of sense to host a four
hour workshop to sell a $30membership, so something that
(29:57):
matches the experience of whatyou're selling people on on the
other side.
And then there's also a timeand 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
end up finding is like it wasthey were trying to cram a lot
(30:19):
in 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.
Yeah.
Speaker 2 (30:31):
And, in my experience , whenever I'm signed up for a
workshop and it's too long, I'mlike why did I sign up?
Speaker 3 (30:41):
Yeah, if you are going to do something that is a
lot longer, I almost treat it aslike a mini retreat where
you're going to open up breakoutrooms.
There's opportunities forconnection.
I always encourage to haveinteraction built in and you've
seen, you've been to myworkshops in the past you know I
build in time for interaction,so there is time and space for
that in the 90 minute to twohour range.
But if that's the crux of whatyou're doing is creating a
(31:03):
really deeply interactiveexperience where there's going
to be a very specific outcomethere you always want a specific
outcome, but you know moreimplementation, things like that
Then maybe you want to exploresomething in the three to four
hour range.
But don't just make it thatlong.
It's not a value add to saythat it's a four hour thing
unless the experience itselfactually requires four hours
(31:23):
100% agree.
And build in breaks.
If you're going to do it thatlong, you need to have a solid
break in the middle.
Yeah, don't be in the Zoomscreen for four hours straight.
Speaker 2 (31:34):
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 3 (31:43):
Yep Exactly.
Speaker 2 (31:44):
All right, so we have that down Now.
The last piece is the pitching,because the ultimate goal of a
paid workshop is to get someoneto move into our signature offer
or just a bigger offer.
So how do you do that without?
Speaker 3 (31:59):
it.
Yeah, as I like to say, pitchwithout sweaty palms.
So very simply and you know,this is something I teach my
clients in a much morestructured way, but very simply,
I love to use the pitch as ateaching tool.
So in my craft framework which,if you go get the workshop game
plan, you will learn my craftframework, I break it down in
(32:21):
the results videos and the S Sin the CRAFT framework stands
for full transformation.
That's when the pitch happensand what I recommend doing in
most instances is teaching thefull transformation, the full
picture of what someone needs tomove through or experience or
navigate in order to have thefull, 100% transformation.
(32:44):
That's on the other side ofwhere they came in right.
So in that example I gaveearlier about social media,
right, the full transformationis where it's going to be time
to really clarify what does thatfull, comprehensive marketing
system look like?
The full marketing strategylooks like that where all the
gaps are now closed so thatsocial media is truly, those
(33:06):
efforts are optimized and arecreating the maximum ROI
possible because those gaps arenow closed.
What does that actually looklike?
Do you have a framework thatyou could reveal that is
representative of what peoplewould experience or navigate
through or implement throughyour paid offer that you're
selling in the workplace.
So giving that clarity iskindness and it is helpful for
(33:26):
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 they havethat sense of clarity.
Speaker 2 (33:36):
OK, so the pitching without sweaty palms in
revealing the framework thatwould get them the full
transformation that you'reteaching in that workshop.
Speaker 3 (33:49):
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 to force all of that in atwo-hour setting.
It's not going to work.
Your people are going to feellike you either fire, hose them
(34:11):
with information.
They're going to sense thatdesire to overgive which so many
of my amazing clients have.
I'm not surprised, because Ihave it too, but it is 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
(34:33):
in another way.
Speaker 2 (34:33):
That is funny that you mentioned 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 brosales perspective, where for us
it's all about service andhelping and just guiding someone
(34:57):
to a 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.
Speaker 3 (35:12):
Life and business.
We get along, no matter whatDogs and all.
Speaker 2 (35:17):
Truly yeah.
My kids are home from schooltoday and they're both
rollerblading on the main floor.
I can hear them.
Speaker 3 (35:24):
That sounds like a fun day.
Speaker 2 (35:27):
Life and business all over again.
Yes, totally 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 3 (35:43):
Yeah, totally.
So.
This is a really great startingpoint.
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
myworkshopgameplancom.
I'm going to ask you, like Idon't know, 10 questions,
something like that, because, aswe talked about before,
everything I do is very meant tobe personalized to you.
(36:04):
Everything is rooted in what'sgoing to work for you, given
your personality, yourpreferences, your strengths,
your business circumstances,your goals.
All those things are not goingto 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 going to answer thosequestions.
What I'm going to do at the endis share with you hey, here's
(36:24):
the type, the format of workshopthat could work well for you.
Here's kind of the timeframerange you could be looking at.
Here's a sample agenda of howthat could flow, leveraging my
craft framework, and then somesimple pricing and promotion
recommendations just based onthe type of workshop that you
get on the backend, and then Iemail you all the different
(36:44):
types, regardless of, or all thedifferent formats depend
regardless of what you bought.
So you can see the otheroptions.
You don't have to take it 15times trying to hack this system
and get different results.
You could just see them all.
I'm not trying to like hideanything from you.
Speaker 2 (36:57):
I 100% immediately went to all the ones that I
didn't get and like share it.
Speaker 3 (37:03):
Yeah, totally Because it's it just we start somewhere
and then you can tailor theexperience to what it is you
want it to be, and then, ofcourse, I have resources to
support in whatever way peopleare wanting on the back end of
that as well.
Speaker 2 (37:18):
Awesome, and where can they find you online?
Speaker 3 (37:27):
I'm mostly over on Instagram.
As you know, I've been likedipping my toe in the LinkedIn
world a little bit here andthere, so I'm mainly on
Instagram.
I'm at ASK, Anne-Marie Rose andthen over on LinkedIn.
I'm just Anne-Marie Rose and Iam connecting over there more
and more so you can find methere.
Speaker 2 (37:41):
I will have all those links in the show notes.
Thanks again, find me there.
Speaker 3 (37:47):
I will have all those links in the show notes.
Thanks again, this was so fun.
I love paid workshops.
Speaker 2 (37:54):
I love that you are in process of bringing one to
life.
I'm so excited to see how itturns out.
Yeah, 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.
(38:15):
If you enjoyed this episode,please like, subscribe, comment.
Let me know what you want tosee in the future.
I'm always listening, I alwayssee your comments and I
appreciate you, and if you areinterested in leveraging a paid
offer to turn prospects into hotleads, then you should
(38:38):
definitely try out my Get Paidto Generate Leads Micro Offer
Magic Course.
It is only $197 right now it'son Super Sale and in it I will
teach you how to launch your ownpaid micro offer, how to upsell
from it and how to actuallysell those micro offers, so as
(39:02):
many people are getting intoyour funnel as possible in their
toasty hot leads, not justthose cold ones that sit on your
list for a really long time.
So if you are interested ingetting paid to generate leads,
head down to the show notes page.
I have the private invite rightthere.
(39:23):
You can sign up for super steepdiscount of $197 right now.
I'll see you next week.
Speaker 1 (39:30):
You love all things tiny marketing.
Head down to the show notespage and sign up for the wait
list to join the tiny marketingclub, where you get to work
one-on-one with me withtrainings, feedback and pop-up
coaching that will help youscale your marketing as a B2B
(39:51):
service business.
So I'll see you over in theclub.
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