Ep182: People Pay Attention When They Pay For It | Rewind Episode with Annmarie Rose

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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Transcript

Paid Workshops for Hot Lead Generation

SPEAKER_00 0:33

If you're tired of guessing how to get booked out, I've got something for you. My booked out blueprint starts with a private 45-minute interview where I learn your business, your goals, and what's actually holding you back. From that, I create a custom roadmap showing your best route to Booked Out. No fluff, just clarity. It's only 397, and if you move forward into Booked Out in Six, my Six Mission program, that 397 is fully credited. Check the show notes to get started. This is Sarah Lovlock, a podcast that helps B2B service businesses do more with less. Learn lean, actionable, organic marketing strategies you can implement today. No fluff, just powerful growth tactics that work. Ready to scale smarter? Hit that subscribe button and start growing your business with Tiny Marketing. Hey Frums! I'm Sarah Noelblock, and you are listening or watching Tiny Marketing. Today we are doing episode 120 with Anne Marie Rose. And let me tell you, she's a good friend of mine. And I've been in her orbit for years now. I first met her because I attended one of her workshops, and it was really freaking good. So I kept going deeper and deeper in her world. And she's actually she's been on this show before. Hold on one second as I check. Pause. Okay, I'm back. She was on episode 68, crafting the perfect for you scalable offer. So it was pretty good. And it was actually the first conversation that I had that made 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 solo consultants and fractionals every single day, helping them reach their goals. One of my clients just had their biggest sale ever. Um, and she's been in the tiny marketing club for like three weeks now, and that's it. So it's been super rewarding. And my conversation with Anne Marie was the trigger point that allowed me to see Tiny Marketing Club clearly for the first time, to really see what it could be. So she's important to me. And then I attended one of her workshops called the Workshop Workshop. And in it, she taught us how to leverage paid offers and turn them into hot leads. So I tried it. I tried it and I made some income. It wasn't significant, but it was some, to generate hot leads. And the best part was that I had a 100% live show-up rate. How often do you see that? How many times have you had a live masterclass, a live stream, a webinar? And maybe 30% of the people who registered for it show up live for this paid workshop that I did, 100% of the people who registered attended. It was amazing. They were very active. And the thing is, when people pay for the thing that they're getting, they are so much more likely to consume it. And that's proof in the pudding. So I have an array of free events that I put on. And I will get usually between I probably average about a 50% live show-up rate for the people who registered. But for paid events, I nearly almost get a 100% show-up rate. And that means that they actually consumed the content I created. And if they consumed it, then they very likely achieved the win that I intended for them to get through that content. And that means that they are one step closer to being ready to work with me. So these work so amazingly. Today, Anne-Marie is going to teach us how to leverage paid workshops to convert your prospects into clients. So enjoy.

SPEAKER_01 5:22

I've been doing that in various ways over the years, from marketing things that Sarah knows very well, and then has evolved over time to be more comprehensive business strategy consulting for those business owners who are service-based business owners and they want to create more scalability so that they can enjoy more freedom for their life, impact more people, and of course enjoy more revenue in the process. One of the ways I love helping my clients to scale their sales process is with paid workshops, which is why I'm super excited to be here today.

SPEAKER_00 5:49

I am excited to talk about this. And for anybody listening right now, I have worked with Ann Murray Rose. She helped me develop the Lean Marketing Accelerator and the Tiny Marketing Club. So her genius got into that. So let's get into workshops. And specifically paid workshops. Okay. So let me preempt this. I have done workshops and I have done master classes a bajillion times. But for the first time ever, I'm doing a paid one. And you inspired that. So can you tell me why specifically paid workshops work well for generating hot leads?

SPEAKER_01 6:30

Yeah. Well, very simply, I'll give you the simple answer. We can have a deeper conversation about it. But when people pay, they pay attention. When they pay attention, they show up and they get results. When they get results, they build trust. When they build trust, they buy and they buy more. Yeah. Really the path, right? And that it ultimately comes down to free getting lost very easily, especially with as noisy as things are and as short as our attention spans have become, free just simply gets lost. And people don't get that result from the free thing. Therefore, they don't build the trust in the same way.

SPEAKER_00 7:07

Fact, yes. I have so many free things sitting in my inbox that are like, they're on unread just because I'm like, I know I want to go back to that, but I haven't had a chance yet. But anytime I pay for something, I'm immediately in there. And I paid for your workshop workshop, where you touched on the basis of that. Before we hit record today, I said I was really apprehensive about charging for a workshop. And you said pretty much everybody is. So you said when they pay, they pay attention. I agree with you there. I'm more willing to show up for that. But how do you fill these paid engagements when there are so many free ones available?

Marketing Strategies for Paid Workshops

SPEAKER_01 7:51

Well, first I'll just use myself as an example. There's a mindset piece and a strategy piece to this here, right? One is trusting that it's going to fill. That's what effectively what you did. You didn't do anything really differently in your marketing. You were just like, I trust that doing things this way is going to work. And the reason it does work is because buyers have caught onto their own BS, basically. And I know myself personally, not everybody's this way. But if I sign up for free, I'm probably not going to use it. But if I pay for it, I am. So I almost see it as a service to say, okay, let me put a price tag on this so you'll actually get value from it rather than it just becoming another unread message in your inbox, cluttering up your life and your brain space. We don't need that, right? So it's added value to put even a small price tag there. So stressing that people will jump in is the first step. And then of course, if you are working, you know, you have a smaller audience size, whatever. I've had clients with literally no social media or email following leverage this same approach, just with direct outreach to some people who they thought could be a fit for it and sell out a$297 workshop in two weeks' time. So yeah, it's about looking at where are your people and if you're bringing into a brand new audience, there's lots of different ways that you could go about doing things like a JB partnership or leveraging promotion partners. There's lots of different options out there to call people into your world. So it's there's the reach piece, yes, but ultimately to put a price tag on it and trust people will sign up comes down to literally trust.

SPEAKER_00 10:25

Yeah. Let's get into some of those strategies that people can do to fill them. I can tell you what I did for my most recent one. And that was partnerships. I shared it with people that I knew had the audience that would want to go to it. And um, in value content, I would add in a PS on the workshop and explain it. I did podcast guesting where I would talk about it. I did podcast series about those topics, email, obviously. Tons of email. But I think the biggest driver was the value content leading to the culmination of, you know, we can actually act on this in this workshop. That led to the biggest spite. Anytime I did that, I was like, well, there's some more. Hey there, amazing founders. Ready to take your business to the next level? Join our Gateway Offer challenge and watch your sales soar. In this challenge, you'll get many Gateway Offer trainings to perfect your offers. Learn how to structure your documentation so it sells for you, create buzz around your offer, and identify eager clients with our sales training. Plus, get exclusive outreach templates that take the guesswork out of prospecting. And because selling should be fun, we've gamified this challenge. Who can sell the most gateway offers? And let's not forget, you'll also learn how to effortlessly upsell to your signature offer. Ready to level up? Join the Gateway Offer Challenge today. Your business will thank you. Go to challenge.sarah noelblock.com. That is C H A L L E N G E dot S A R A H N O E L B L O C K dot com.

SPEAKER_01 12:24

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 of social media content. So I take a really lean approach. Um, almost three years ago when I did my very first paid workshop, I did it with a promotion partner who I knew her audience. I already had a very, very small list, very, very small social media following. When I say very small, like very, very small. I know small is incredibly relative here, but we're talking like at that point around a thousand, maybe 1,500 people. And I knew she had an audience that trusted her. And we had complimentary subject matter that we we dealt with. So she was not another business strategist or business coach per se, but she dealt with more of the mindset side of things. And so we hosted a joint venture workshop, and there were a lot of her people that came to that. And it was great. We just, you know, did a revenue share for that, and it worked out really beautifully. And that took a lot of the lift off me to, I didn't really do a ton to promote that one on social media at all. I think I sent a few emails, but I knew that her audience was gonna be hot for this. And now I'm at a point where I still have a very small but mighty audience and it's growing a little bit over time. And so I really just promote it via social media. I send some emails, I send anywhere between five and 10, depending on honestly, like what I have capacity for. Cause I write all my own emails. And then my favorite thing to do is leverage promotion partners, and I usually keep that pretty lean as well. Like we haven't at least up to this point done it where we've had like 10. There's usually like one or two, who I know pretty well.

SPEAKER_00 14:00

Yeah, 10 would be a lot to handle.

SPEAKER_01 14:03

Yeah. Yeah. Exactly. So and there's there's so many different things you can do. I think what it comes down to because you're a marketer at the end of the day, and like this is what you do day in and day out. And so if someone's listening who maybe isn't like marketing hasn't become the consistent thing that you want it to be for yourself and for your business. Well, first of all, work with Sarah, but um the you can do this with really, really light lift promo. Like I said, I've had clients do this with they don't have that audience they're trying to reach with their workshop, they have no one in their social media following who falls into that category. So it can work. It's just about having a a personalized approach that's gonna work for you.

SPEAKER_00 14:47

Yeah. And with that, I want to touch on creating interest lists for events like this. And you can do it low lift with social media. Like polls are still pushed out pretty well in most algorithms, whatever social media channel you like. So if you're creating some sort of social media post with a poll on it, anybody who says they're interested in the topic that you're doing your workshop on, you could send them a DM and invite them to that workshop. Create little interest lists all over the place that is like there's not a lot of pressure on it. It's like a mini little hand raise with it. Yes, I love a good, good mini hand raise moment. Yeah. And you can do it too in your email, where if you're talking about a topic related to your workshop, you can set up a link action where it'll segment if they click on a certain link. Like let's say you were a guest in a podcast and you happen to be talking about paid workshops. If they click on that, it would segment them to interested in paid workshops. And that's a highly engaged interest list. Their little mini handraise happened. Yep.

SPEAKER_01 15:57

Totally. So yeah, there's all sorts of things you can do, and you can get super savvy with it. You can keep things really simple. Um, there's just so many different ways you can go about it. It just I like I said, I'm just big on what's gonna work for you for your seasonal life right now and for just the way your brain works. Yeah, yeah.

SPEAKER_00 16:15

I really like that you always when you're working with someone, it's always like, well, how much time do you have in your life and what do you want it to look like? And then kind of reverse engineering from there.

SPEAKER_01 16:28

One, because it doesn't, it's like there's no point in trying to fit a round peg in a square hole. Yes. It's just so a recipe for burnout and frustration.

SPEAKER_00 16:36

Um, as a manifesting generator, I am constantly talking about how I always feel like I'm this square peg trying to fit in a round hole and it's never gonna happen. It just feels like friction.

SPEAKER_01 16:48

Mm-hmm. Exactly. So that's a really great thing about paid workshops for manifesting generators who want to try different things and explore different topics. Paid workshops are great because it's not like you have to commit to a whole new year-long offer or big, you know, new service that you're providing around a particular topic. You can just host a paid workshop. There's enough interest in that paid workshop topic, you can say, hmm, well, should this be a deeper offer that I That's exactly how I use them.

SPEAKER_00 17:15

I use my free master classes that way too. But that's exactly what I do. I use it as a way to test an offer, and it's like a little mini beta, and then maybe I'll expand it to a bigger beta where I'll turn that workshop into a mini course and see the interest there. And then maybe I'll expand it from there. But it's like little testing grounds that you can do where you're still getting paid, but you're seeing if the offer has legs.

Effective Workshop Topic Selection Strategies

SPEAKER_01 17:44

Exactly. I have a client, her specialty is in marketing data. She just hosted a workshop last week all about leveraging your data to have the best, most successful Black Friday promotion period possible. And she realized like how much she loves being able to go into the implementation side of things, but just that a one to two hour container isn't the best container for that. And um, so what she's likely going to be doing is turning her like dream case workshop experience into a group VIP day offer. And then scaling way back on what the workshop itself actually is, less on the implementation, more on the awareness side of things. And that works well for her subject matter because she is working with a lot of clients who aren't, they're not like are already deeply steeped in the subject matter she covers. So she realized through doing the workshop one way that this is actually a great, she's gonna streamline out the experience to have a more simplified workshop that leads to a more full-scale, comprehensive offer. So much opportunity can come from hosting a paid workshop that people just can't even anticipate. I couldn't put it all on a sales page for a program. Every client that comes and shows up and goes through the process of putting a scalable system together around paid workshops to sell more of what they offer ends up on the other side with not only more sales, but also some new initiative going on in their business that they wouldn't have been able to arrive at otherwise, which is really cool to see. Yeah.

SPEAKER_00 19:17

That client just made me think of something you can also have like offer staircase with that. If you have a paid workshop, you can have a little order bump or an upgrade that's available at the checkout. You usually have one of those where you can get a boxer week along it. So with that one, it could be uh a group implementation day as an upgrade. And then the next one up could be the offer that you ultimately want to sell, whatever your signature offer is. Yep. Okay, let's see. We went off topic.

SPEAKER_01 19:56

Still the topic of paid workshops, but yeah, I I love being able to just take it where the like let things flow in whatever way we think is gonna be valuable for you and I in the audience. Like, yes.

SPEAKER_00 20:08

I mean, I think all of this will be valuable. I just want to make sure I hit all of the little learning points that you want to hit. So, one of the things that you mentioned is there's one thing that'll make or break your ROI. And what is that?

SPEAKER_01 20:25

Very simply, your workshop topic. And this is something I've been wanting to be like just so blunt about on social media. Most people get this wrong. Like, I don't care, my clients are 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, and my own workshop topics definitely have room to improve because we're so freaking close to it. We're so close to it that we tend to and create, choose workshop topics that's for someone who's been spending day in and day out in our brain and understands everything we understand. And the reality is, yes, there are some people in your world most likely who know what their problem is and they're on the hunt for a solution. And they're accurate about what the problem is, and they're on the hunt for a solution. So it's highly likely that your first thought of what workshop topic you should create is is speaking more to that person who is on the hunt for the right solution. The reality is that for most of us, the pool of people who are just problem aware and not yet solution aware, or even more likely, they are symptom aware. Meaning they're aware of symptoms of the problem. They feel the pain, but they don't know why yet. Exactly. So where there's some amount of adversity to like pain point, you know, oh, I don't want to do pain point marketing. That is, it's like meeting people where they are, right? And it's important to speak in that way because what you're gonna ultimately do is help people have a deeper understanding of why they're experiencing that pain. I mean, I don't know if you've ever been to therapy. There's a lot of therapy that happens and just understanding like what, you know, if you're constantly getting in an argument with your spouse or whatever, the understanding where that's coming from or understanding what's driving that is like therapeutic in itself. 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 some action. Same idea with workshops. Is if there's a larger pool of people who are aware of the symptom, they're experiencing the pain, but they're not quite sure what the root of the problem is. Then you trying to speak to the solution that's on the other side of that, or even directly to the root of the problem that you know they're experiencing, you're losing a lot of people.

SPEAKER_00 22:43

Yeah, I agree with you. So many people are only in a place and they're deep in it where they just know that they're feeling the pain, that there's this challenge that's coming up, that they're pushing up against a wall, but they don't know why that's happening. They don't know how to solve it for sure. So the solution doesn't make sense. I always recommend at this stage, like lead magnet stage, that you think back two to three steps before someone would be able to work with you. What problem are they aware of right at that point? Because that's the point that you want to get them at.

Creating and Pricing Paid Workshops

SPEAKER_01 23:26

Totally. And I'm a big examples person. So I'll even share an example help 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 of her frustrations right now is that her people keep coming to her and they want strictly social media, but she offers full service. And then the problem is, is people are frustrated that their social media isn't getting them the ROI that they want, but they're not as willing to go and invest in the full scale that makes that allows them to see the ROI by with email marketing and all those other good things. So she's like, well, maybe I should host a workshop on email marketing. And I was like, but you said your people are coming to you wanting more help with social media. They're going to bed at night thinking about, man, I got to wake up and post around social media, but like I doubt it's actually going to call clients. Their social media is what's top of mind for them. So if we go host a workshop on how to generate more client revenue with email marketing, you've lost them. They're not, that's not what's top of mind for them. But what you could do is host a workshop on how to generate greater ROI from your social media. And you can tell them there are these other components of your marketing strategy that need to be dialed in in order for social media to truly have the impact on your business's bottom line that you're desiring. So you address their pain point. They're sick of spiraling on social media, spinning their wheels on social media. That's their immediate pain. The root of the problem is not having a comprehensive marketing strategy that allows your social media to increase their bottom line in the way that what they want. You can help to them to identify those gaps in a workshop.

SPEAKER_00 24:55

Yeah, that makes complete sense. People are coming to her for that certain things. So that's the topic that's going to pop out at them. And then once they're there, you can say you actually need a an ecosystem at feed. Great. Exactly. Yeah, that makes sense. And I know exactly who you're talking about.

SPEAKER_01 25:16

It's really the topic is soulmaker break. And it is that thing that as experts, it can just we can spin our wheels trying to nail the thing down. So just start by asking yourself like, what do people really need to have in order to be ready for the solution that I offer? And another way to ask the question is what is actually top of mind for my ideal client right now related to what I offer and the problem that I solve? And how are they actually speaking to themselves about that? And if you don't know, go ask.

SPEAKER_00 25:48

Yeah, that's a really good point. A lot of people are coming to me first because they want more engagement on LinkedIn. They want to be able to get clients from LinkedIn, but there's a whole ecosystem that goes in there and there's a whole strategy multi-pronged. So that you're you said, hell yes, I want a paid workshop. I want hot leaves. And then you need to come up with the topic. But no, we're all living inside the jar, so it's hard to read the label on the outside. So maybe you got it. What do they actually need? Or one thing that I'm always doing is I'm taking those sales transcripts from my calls, putting it in chat GPT and asking what's the biggest problem that they talked about. That's a really good place to start if you're looking for workshop topics. Yeah. And okay, so we come up with our topic and it's more of like the problem aware topic, and we set a price tag on it. What should that look like? The price specifically.

SPEAKER_01 27:03

So this is gonna really vary depending on industry and a number of other things. I will say the most common price points that I see working well are for most industries, somewhere between 27 and 97. I will say if it's strictly B2C space, like uh parent coach, for example, maybe you could do something in the nine to$17 range. I know for my audience, which is business owners, that is not enough for them to want to show up. Because remember, that's the reason we're putting your price tag on this. You can have this as a portion of your business model, but for a low ticket, you need high volume on the front end if you want that to really be a significant portion of your business model. So if your intention is to leverage paid workshops to generate more sales of your other offers, don't really worry about, oh, well, how much money is this gonna make me to host the workshop is just kind of icing on the cake. The real point of putting a price tag on it is so that people show up and engage with the content. So that's the the most important question to ask yourself is what is going to be enough of a price tag to encourage people to show up and engage with the content. Usually, like I said, for my audience, somewhere between 27 and 97 tends to work pretty well. I've had clients, especially who are serving larger organizations, uh, they will go somewhere in the around 197, 297 range. And I've had clients go all the way up to$500 before.

SPEAKER_00 28:24

Yeah. The workshops that I attend are usually 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'm like, well, I'm guy gotta go.

SPEAKER_01 28:39

Right. Exactly. So um something I like to do is I might do a$97 price point. I did$47 tends to be my sweet spot where I don't really get any resistance on the price. Um, but yeah, so nine 97, and then you could do something like an early bird discount or special guest codes for people. There's a$97 price point that gives you a lot of like room to kind of play with. You could have the price gradually increasing up to 97 to do funding.

SPEAKER_00 29:10

That's what I did for mine. It gradually increased to 97. I had early bird available for like first beautiful 10 people.

SPEAKER_01 29:17

And yeah, which is super smart. I'd say for most, you know, if your audience is like smaller business owners, for example, I think that's a good route to go. Um, because if you're targeting that type of an audience or, you know, high-level professionals or whatever, they will tend to sit on, I feel like 100 is enough that they might sit on the fence till like the day before to see, like, well, if I'm gonna pay a hundred bucks, I want to make sure I can make it. Yeah. That um gradual rollout and gradual increase of the price point, it'll encourage those earlier signups.

SPEAKER_00 29:46

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 a final date. So if it sold 10 before the deadline, then they were just gone. Yep.

SPEAKER_01 30:07

I love doing it.

SPEAKER_00 30:08

Yeah, that worked really well. Um, okay, so we're we've priced it. And something that I just want to highlight is that when you are doing these micro offers, some sort of paid lead gen option, they also pay for your marketing. So it's like a small cash injection, but it can go to advertising. So you can get even more people on your list for your workshop. All right, now we do the checkout. You can have an order bump or an upgrade available on there, something not too crazy. And um, you mentioned that you have a revenue share for yours. You use Thribecart for that to be able to share that. So that's an option. I think League Pages also has Rev Share, Kajabi. You need to have some sort of platform in order to make that work.

SPEAKER_01 31:05

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 who had never taken a credit card payment in her business in 18 years. Everything like, isn't that crazy? And within three weeks, she had her paid workshop up and running and was charging$300. And I think she had like five or six people registered for her first one. So um, you can do this really low-tech as well. Pretty much any checkout platform is gonna allow you to insert a code. And so if you are doing some type of promo partnership with people, you could give them a code that's like Sarah 50 or whatever for them to share with their people. And then anytime someone uses that code, you know their people, now you would obviously be wanting to offer like some type of a discount. So if you did something like your people get 10% off, and then I'm gonna send you 20% of the final price or whatever. Then anytime someone uses that code, you just keep track of it. And yes, there would need to be manual stuff done, but that's a workaround for a low-tech option.

SPEAKER_00 32:08

Yeah, yeah, that's true. That could work. Okay. So we have the checkout and then the day of. We're doing our workshop. How long would you recommend our workshops be when they're paid?

SPEAKER_01 32:23

So I know you didn't ask me where I want to send people at the end, but I will just say here I have a full like quiz you can just take that will tell you the recommended workshop style for you at myworkshopgameplan.com because it really depends on again your goals, your audience, your all the things. Um right now, what I see working really well is a workshop in the 90-minute to two-hour range. Now there's a time and a place for workshops that are longer, like in three to four hour range. I will say that's the best when you have a very warm audience of people who and you're selling something higher ticket on the back end. I do not think it makes a ton of sense to host a four-hour workshop to sell a$30 membership. Um, so match something that matches the experience of what you're selling people on on the other side. And then there's also, you know, a time and a place for a 45-minute workshop. What I find is most of my clients have really great success coming in and doing something in the 90-minute to two hour range. If they try to do something significantly shorter, what they end up finding is like it was, they were trying to cram a lot in. Um, and a lot of times there's some resistance to doing something a bit longer if they don't have the audience built up that's really hungry for that type of an experience right out of the gates.

SPEAKER_00 33:43

Yeah. And in my experience, whenever I'm signed up for a workshop and it's too long, I'm like, why did I sign up?

Crafting Paid Workshop Strategy With Anne-Marie Rose

SPEAKER_01 33:53

Yeah. If you are gonna do something that is a lot longer, I almost treat it as like a mini retreat where you're gonna open up breakout rooms. There's opportunities for connection. Um, I always encourage to have interaction built in. And you've seen you've been to my workshops in the past. You know, I build in time for interaction. So there is time and space for that in the 90-minute to two-hour range. But if that's the crux of what you're doing is creating a really deeply interactive experience where there's gonna be a very specific outcome. There, you always want a specific output, but you know, more implementation, things like that. Then maybe you want to explore something in the three to four-hour range, but don't just make it that long. It's not a value add to say that it's a four-hour thing unless the experience itself actually requires four hours.

SPEAKER_00 34:36

100% agree.

SPEAKER_01 34:39

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 the Zoom screen for four hours straight.

SPEAKER_00 34:47

The only way I'm going to a four-hour workshop is if I am completing something by the end of it that I really needed to complete. Yep.

SPEAKER_01 34:56

Yep, exactly.

SPEAKER_00 34:57

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 someone to move into our signature offer or just a bigger offer. So, how do you do that without it?

SPEAKER_01 35:12

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 um structured way, but very simply, I love to use the pitch as a teaching tool. So, in my craft framework, which if you go get the workshop game plan, you will learn my craft framework. I break it down in the results videos. And the S in the craft framework stands for full transformation. That's when the pitch happens. And what I recommend doing in most instances is teaching the full transformation, the full picture of what someone needs to move through or experience or navigate in order to have the full 100% transformation that's on the other side of where they came in, right? So, in that example I gave earlier about social media, right? The full transformation is where it's going to be time to really clarify what that full comprehensive marketing system looks like, the full marketing strategy looks like that where all the gaps are now closed, so that social media is truly those efforts are optimized and are creating the maximum ROI possible because those gaps are now closed. What does that actually look like? Do you have a framework that you could reveal that is representative of what people would experience or navigate through or implement through your paid offer that you're selling in the workplace? So that giving that clarity is kindness and it is helpful for people. It gives people a deeper sense of direction, whether or not they're actually going to take that next step into your paid offer, but many will once they have that sense of clarity.

SPEAKER_00 36:49

Okay. So the pitching without sweaty palms is revealing the framework that would get them the full transformation that you're teaching in that workshop.

SPEAKER_01 37:02

And that's the mindset of it. I mean, it goes a bit deeper, but ultimately it's about yourself that we want to give people understanding that here's the full picture of what you actually need. And we don't want to try to force all of that in a two-hour setting. It's not gonna work. Your people are gonna feel like you either fire hose them with information, they're gonna sense that desire to overgive, which so many of my amazing clients have. And I'm not surprised because I have it too. It's but it is uh of service. So for you just having that mindset that this is of service for me to really show people what all is truly required here and how they can experience getting that by working with me in another way.

SPEAKER_00 37:46

That is funny that you mention that in service, because I just released episode 109, and in it we're talking about that like feminine soft sales where it feels icky coming at it from like a bro sales perspective, where for us it's all about service and helping and just guiding someone to a solution. And if you choose me, that's awesome. I have two dogs hanging out underneath my desk right now. Let's see what wires they pull out. He just busted through the door and came in under my desk. Okay, life, life and business. Uh like we get along no matter what. Dogs and all. Truly. Yeah, my kids are home from school today and they're both rollerblading on the main floor. I can hear them.

SPEAKER_01 38:37

That sounds like a fun day.

SPEAKER_00 38:40

Life and business all over again.

SPEAKER_01 38:43

Guys, totally.

SPEAKER_00 38:44

All right. So thank you so much for going over your paid workshop strategy. Now, can you tell us a little bit more about your workshop game plan?

Turning Prospects Into Hot Leads

SPEAKER_01 38:55

Yeah, totally. So this is a really great starting point. If you're thinking I might want to host a paid workshop, let me just see what this could even look like for me. Go ahead and use the workshop game plan generator at myworkshopgameplan.com. I'm gonna ask you, like, I don't know, 10 questions, something like that. Because as we talked about before, everything I do is very meant to be personalized to you. Everything is rooted in what's gonna work for you given your personality, your preferences, your strengths, your business circumstances, your goals, all those things are not gonna be the same as the next person. So this is kind of that first step as to getting some type of personalized recommendations as it relates to paid workshops. So you're gonna answer those questions. What I'm gonna do at the end to share with you, hey, here's the type, the format of workshop that could work well for you. Here's kind of the time frame range you could be looking at. Here's a sample agenda of how that could flow, leveraging my craft framework. And then some simple pricing and promotion recommendations just based on the type of workshop that you get on the back end. And then I email you all the different types, regardless of or all the different formats, depend regardless of what you bought, so that you can see the other options. You don't have to take it 15 times trying to hack this some and get different results. You could just see them all. I'm not trying to like hide anything from you.

SPEAKER_00 40:10

I 100% immediately went to all the ones that I didn't get and like sure.

SPEAKER_01 40:14

No, yeah, totally. Because it's it just we start somewhere and then you can tailor the experience to what it is you want it to be. And then, of course, I have resources to to support in whatever way people are wanting on the back end of that as well. Awesome. And where can they find you online? I'm mostly over on Instagram. As you know, I've been like dipping my tail in the LinkedIn world a little bit here and there. Um, so I'm mainly on Instagram, I'm at ASK Anne Ray Rose. And then over on LinkedIn, I'm just Anne Marie Rose, and I am connecting over there more and more. So you can find me there.

SPEAKER_00 40:54

I will have all those links in the show notes. Thanks again.

SPEAKER_01 40:59

This was so fun. I love paid workshops. I love that you are in the process of bringing one to life. I'm so excited to see how it turns out.

SPEAKER_00 41:07

Yeah, that's me too. Thank you. I hope you enjoyed this episode with Anne-Marie Rose. She gave us some amazing insights on how to launch paid micro offers, or for her, it's always paid workshops, and turn those prospects into clients. If you enjoyed this episode, please like, subscribe, comment, let me know what you want to see in the future. I'm always listening. I always see your comments, and I appreciate you. And if you are interested in leveraging a paid offer to turn prospects into hot leads, then you should definitely try out my Get Paid to Generate Leads micro offer magic course. It is only$197 right now. It's on super sale. And in it, I will teach you how to launch your own paid micro offer, how to upsell from it, and how to actually sell those micro offers. So as many people are getting into your funnel as possible in their toasty, hot leads, not just those cold ones that sit on your list for a really long time. So if you are interested in getting paid to generate leads, head down to the show notes page. I have the private invite right there. You can sign up for a super steep discount of$197 right now. I'll see you next week. You love all things tiny marketing. Head down to the show notes page and sign up for the wait list to join the Tiny Marketing Club where you get to work one-on-one with me with trainings, feedback, and pop-up coaching that will help you scale your marketing as a B2B service business. So I'll see you over in the club. Hey there, fellow founders. Are you looking to unlock the secrets behind rapid business growth? Join my vibrant meetup group where we dive into master classes on game-changing strategies every single month. We've tackled topics like building a lean marketing engine, crafting killer lead magnets, and leveraging gateway offers to sell high-ticket offers. And trust me, you don't want to miss 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 next masterclass by going to events.saranoelblock.com. That's E V E N T S dot S A R A H N O E L B L O C K dot com.