Ep. 165: When People Pay, They Pay Attention And Say Yes To Your Bigger Offer / Guest Expert: Annemarie Rose

Workshop Game Plan Quiz

We share how paid workshops outperform free events, from higher live attendance to faster sales, and break down the steps to pick topics, price smart, and pitch without pressure. Annemarie Rose shows how to build lean promos, partner well, and turn tiny offers into scalable growth.

• why paid drives attention, trust, and results
• mindset shift to charge and keep it simple
• lean promotion with partners and interest lists
• topic selection that starts with symptoms
• pricing ranges, early bird, and order bumps
• low-tech rev share and checkout options
• ideal workshop length and interactive flow
• teaching the full transformation to pitch cleanly
• using workshops to test and ladder offers

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AnnMarie Rose is an Online Business Scaling Strategist with nearly a decade of experience helping coaches, consultants and service providers leverage their zone of genius to scale with clarity, confidence and flexible, personalized strategy.

She has helped hundreds of service-based leaders navigate scaling mode with ease by refining their offer suite to support their vision and personal strengths and streamlining their marketing and sales systems so they can impact and earn millions online without overwhelm or burnout -- even as their life and desires evolve.

LinkedIn: https://www.linkedin.com/in/annmarierose/

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Chapters

• 0:00 Welcome And Holiday Re-Air
• 3:27 Why Paid Workshops Beat Free Events
• 6:42 Mindset And Trust To Charge
• 10:37 Filling Workshops With Lean Promotion
• 14:44 Interest Lists And Segmentation
• 18:04 Testing Offers With Paid Workshops
• 21:24 Picking Topics That Convert
• 25:59 Pricing Bands And Early Bird Strategy
• 30:24 Low-Tech Rev Share And Checkout
• 33:29 Ideal Length And Format
• 37:14 Pitching Without Sweaty Palms
• 41:09 The Workshop Game Plan And Links

Transcript

SPEAKER_00: 1:35

This is 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 at work. Ready to scale smarter? Hit that subscribe button and start growing your business with Tiny Marketing. Hello and welcome back to Tiny Marketing. I'm Sarah Noelblock, and this is episode 165. Since it is a holiday weekend, I am sharing my most popular episode as of this week. It's an underground hit. It's a hidden gem. I had no idea that it was ranking so well until I looked at my stats. So I thought this is the perfect opportunity to bring it to new people who haven't heard this episode before. But it is teaching a strategy that has worked really, really well for me. And I actually learned it from her. So today's episode features expert guest Anne-Marie Rose, who teaches us how to leverage paid workshops to fill our larger offers. She is a scalability expert. And when I became booked out using the strategies that I teach you inside of the Tiny Marketing Club, I went to Anne Marie Rose. And I was like, what do I do now? What now? I am at capacity. I cannot take on any more clients. What do I do? So I worked with her to come up with a series of ideas that I could leverage to build more scalable offers. And to fill those, she recommended paid workshops. And paid workshops have now become one of my core offers, not only because it's more scalable, but also because it gives you a taste of what it's like to work with me. It mirrors the experience inside of the Tiny Marketing Club. And in my experience at least, paid workshops have been, they've proven that they get a lot more live participants than free events because you have one, you've invested. You've invested in this time that you're going to spend with me. So you want to get the most from it. So, you know, while my free trainings might have been awesome, it didn't really matter because they were free. There wasn't a value attached to it. But with my paid workshops, you want to make sure that you're getting the value that you invested into it. So you're going to attend, you're going to participate, you're going to get as much as you can from that experience as possible. And it makes complete sense. I'm exactly the same way. But let me tell you a stat that's kind of gonna blow your mind. So everybody's experience is different, but with me, my free events get about a 50% live show-up rate. While my paid events, which are more intensive, more time, but you get some outcome at the end of it, they get a 95% show-up rate live, which is huge. So I hope that cues up this episode well, where Anne Marie is going to teach you how to leverage paid workshops to fill your high-ticket offers. Enjoy.

SPEAKER_01: 5:28

I'm Anne-Marie Rose. I'm an online business scaling strategist. And for nearly a decade now, I've been helping online business owners to leverage their zone of genius and to do so in a way that supports not only the vision that they have for the impact that they want to have on the world, but in a way that supports their season of life. 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: 6:12

I am excited to talk about this. And for anybody listening right now, I have worked with Anne Marie Rose. It 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? Yeah.

SPEAKER_01: 6:53

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: 7:29

Fact, yes. I have so many free things sitting in my inbox that are like, they're on on red 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?

SPEAKER_01: 8:14

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, your brand space. We don't need that, right? So it's added value to put even a small price tag there. So trusting 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 breaking into a brand new audience, there's lots of different ways that you could go about doing things like a JV 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: 9:47

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 theories 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 fight. Anytime I did that, I was like, oh, 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.sara 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: 12:47

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 that 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: 14:23

Yeah, 10 would be a lot to handle.

SPEAKER_01: 14:26

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 personalized approach that's gonna work for you.

SPEAKER_00: 15:09

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.

SPEAKER_01: 15:49

Yes, I love a good, good mini hand raise moment.

SPEAKER_00: 15:52

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: 16:20

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.

SPEAKER_00: 16:37

Yeah. Yeah. 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: 16:50

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 a recipe for burnout and frustration.

SPEAKER_00: 16:58

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: 17:10

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. And if there's enough interest in that paid workshop topic, you can say, hmm, well, should this be a deeper offer than I think?

SPEAKER_00: 17:36

That's exactly how I use them. 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. If it's 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.

SPEAKER_01: 18:06

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 in 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: 19:40

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: 20:19

Still on the topic of paid workshops, but yeah, 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.

SPEAKER_00: 20:29

Like 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: 20:47

Very simply, your workshop topic. 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. Yeah, 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 all 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 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 then we 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: 23:06

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.

SPEAKER_01: 23:49

Totally. And I'm a big examples person. So I'll even share an example to help get people's wheels turning. On the 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 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 gonna 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 the way that what they want. You can help to them to identify those gaps in a workshop.

SPEAKER_00: 25:17

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. Right. Great. Exactly. Yeah, that makes sense. And I know exactly who you're talking about.

SPEAKER_01: 25:38

It's really the topic is soul make or 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: 26:10

Yeah, that's a really good point. A lot of people are coming to me first because they want more engagement on LinkedIn. If 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 leads. 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. Start workshopping and brainstorming the steps that they are at two to three steps before they need to work with you. What do they actually need? Or one thing that I'm always doing as 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: 27:25

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 icy on the cake. The real point of putting a price tag on it is so that people show up and engage with 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 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. Yeah.

SPEAKER_00: 28:47

The workshops that I attend are usually they're at right around the$97 price. It's low enough that it's like, okay. But it's high enough that I'm like, well, I'm I'm I gotta go.

SPEAKER_01: 29:02

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$97, and then you could do something like an early bird discount or special guest codes for people. There's a$97 price point gives you a lot of like room to kind of play with. You could have the price gradually increasing up to 97. Yeah.

SPEAKER_00: 29:32

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

SPEAKER_01: 29:40

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 to 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: 30:09

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. I love doing it. 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 could 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: 31:27

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's been 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: 32:31

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: 32:46

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 to place for workshops that are longer, like in three to four hour range. I will say that's 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: 34:05

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?

SPEAKER_01: 34:15

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 come, 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: 34:59

100% agree.

SPEAKER_01: 35:01

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 care in this at the zoom screen for four hours straight.

SPEAKER_00: 35:09

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: 35:18

Yep, exactly.

SPEAKER_00: 35:19

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: 35:35

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 F 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: 37:11

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: 37:24

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: 38:09

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.

SPEAKER_02: 38:46

Okay.

SPEAKER_00: 38:47

Life, life and business.

SPEAKER_01: 38:48

Uh they move it along no matter what. Dogs and all truly.

SPEAKER_00: 38:53

Yeah, my kids are home from school today and they're both rollerblading on the main floor. I can hear them.

SPEAKER_01: 38:59

That sounds like a fun day.

SPEAKER_00: 39:02

Life and business all over again. Guys, totally. 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?

SPEAKER_01: 39:18

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 is 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: 40:33

I would 100% immediately went to all the ones that I didn't get. I'm like, sure, yeah.

SPEAKER_01: 40:38

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 table 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 Ray Rose, and I am connecting over there more and more. So you can find me there.

SPEAKER_00: 41:17

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

SPEAKER_01: 41:22

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: 41:29

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. 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.