Our No BS Guide to Launching a Results-Driven Workshop
By Jenn Monaghan
Your workshop isn’t about selling hundreds of tickets, collecting your pay, and moving on.
Not really, anyways.
We’re in the business of helping people — you might be helping entrepreneurs set up an accounting system for their online business, or maybe you’re helping exhausted parents establish a sleep routine for their newborn.
Whatever it is, the main goal of your workshop should be to help your audience.
If your attendees are happy with your workshop, you can sleep at night knowing that you made a difference in someone's life — that's pretty awesome.
But it's not just about those warm, fuzzy feelings. At the end of the day, we've all gotta pay our bills and live our lives.
Here's the thing: A workshop that gives real-life results is a win-win for everyone involved, really.
If your attendees are happy with their results, they're all the more likely to keep working with you — referring your workshop to their network, hopping into your membership, signing up for your VIP day, jumping into your mailing list in anticipation of your next offer...the list goes on.
With a handful of workshops under our belt, we’ve learned a thing or two about setting the foundation for a results-driven workshop—and we wanna letcha in on that goodness.
We present to you: our no-BS guide to giving real results in your workshop.
Keep your workshop promise small
We’ve said it once and we’ll say it again: keep your workshop promise small.
If your workshop promise is too big, it’s going to be difficult for your attendees to walk away with results.
Here’s our suggestion: before publishing your ITAP, take your workshop promise and make it even smaller. Here are three examples of taking a big workshop promise and slimming it down into something more digestible:
- Learn how to increase sales for your online business >>> Learn how to create an online newsletter and attract 10 leads for your online shop each month
- Learn how to stop fighting with your spouse >>> Learn how to establish and set 3 clear guidelines to dictate healthy spousal disputes
- Learn how to sew a blanket in 90 minutes >>> Learn how to use a sewing machine for the first time and prepare your fabric.
Did you notice how in the latter examples, the promise sounded a lot more realistic?
You can almost picture the results in your head and how they could unfold in your own life. This is exactly how you want your audience to feel when engaging with your workshop promise.
The more clearly your audience can picture their results, the more appealing your workshop will become.
Create a simple community for your workshop buyers
Let’s face it, the online world can feel daunting and lonely.
This is especially the case if you're working remotely and spend much of the day on your own. In sitting at our desks and gazing into a faceless screen, motivation isn’t always knocking at our doorstep.
In Sale-A-Day, we’ve always found the power of community to be a super motivating factor in our business. After all, there’s strength in numbers — strength in doing things together.
When you work towards a common goal, serious magic can begin to unfold. If you think about it, the same can be said for your own workshop.
This is why we believe so wholeheartedly in the power of community. In having a space for your attendees to share their progress and applaud one another, that can’t-be-tamed motivation is sure to kick into gear.
Whether it’s a Facebook group or a simple WhatsApp message, this is an awesome place for your attendees to share their wins, ask questions and inspire one another.
Check in with your workshop buyers after your live workshop
We love checking in with our workshop buyers after our workshop.
At first, it’s usually to fulfill the remaining deliverables — an email containing the workshop recordings, bonus resources, important dates, etc.
But it’s also a great way to connect with your workshop buyers one-on-one and check in on their progress. These emails aren’t about guilting them into taking action, they’re about showing your support and genuine care for their results.
Remember: not every workshop buyer is going to attend your live session — you may sell 25 tickets with only half joining live.
For those only watching the workshop recording, it’s up to you to stir up that momentum. A few weeks after your live workshop, reach out to those who were unable to join live — ask them if they’ve had a chance to watch the recording yet, gift them with a bonus, and answer any questions they might have.
Without a gentle nudge, your workshop recording is likely to get lost in the shuffle of their inbox.
Gently nudge at your services
We’re not big fans of ending our workshop with a big sales pitch.
It’s awkward, no one likes it, and you kind of feel like a used car salesperson — not exactly the vibe we’re going for.
That being said, it’s important for your workshop attendees to understand how they can continue working with you. If you don’t hint at the next step options, your attendees are going to assume your workshop is one-and-done.
We like to weave invitational clues into our workshop presentation.
These clues point to our backend offer (in our case, a membership) and suggest how our attendees can take the next step with us. Here are some examples of what this can look like:
- “We talk about <subject, problem, concept> all the time inside of my membership”
- "I recently helped a client achieve <result, outcome> with a < hour> VIP day session”
- “I take a deeper dive into this concept in my <course name>.
Of course, it's important to ensure your attendees are getting results during your workshop — but it doesn't have to end there. By pointing to a higher level of support or nudging toward a "next step", you can help take their results to the next level.
Host a live Q&A session
Your work isn't necessarily over the second you exit the Zoom room.
Sometimes the magic doesn’t always happen inside of your workshop—and that’s okay. With certain workshop topics, getting tangible results won't come to fruition in the span of 90-minutes.
For these workshop topics, we love hosting a Q&A session after the workshop takes place. Sometimes this is a few days later and sometimes this is a week later — it depends on the workshop topic and our schedule.
With these sessions, we can take a deeper dive into the roadblocks our attendees have encountered since the workshop. It's also a simple way to provide advice, act as a sounding board, and steer them towards the next best step for their situation.
Most of these sessions are about an hour in length and they really move in the needle in helping our attendees get results.
If you really want your workshop attendees to walk away happy, investing in their results from the get-go is a must.
If you're feeling stuck, here's our best advice: put yourself in the shoes of your ideal client and ask yourself: what's one tiny issue I need help with?
Whatever it may be, allow that answer to form the basis of your workshop promise.