Hey there wellness entrepreneur! Welcome back!
Today, we’re talking about How To Set Up Your Wellness Workshop – or whatever title or name you want to give it – or An Event In 30 Days Or Less and that’s all so you can stop throwing spaghetti at the wall with your marketing plan, you have a reliable six-figure system to bring clients in the door and convert them into your high ticket offer.
And so if you feel like you’re doing workshops, but right now it’s taking a lot of time and effort to get people into the room and people are coming and attending but they’re not converting into high ticket wellness clients, then make sure read this blog because we’re gonna go over the framework, the five steps that are needed to make your workshop successful so you always know what to market, when you’re showing up to social media, and what to say.
We’re gonna go over that so you can bring in consistent clients while still having time for a personal life and you have a plan that you know what works in a simplified business and reliable way to hit 10K.
Common Mistakes I See When It Comes To Workshops
So here’s some common mistakes that I see when it comes to workshops. It’s generic messaging when promoting that workshop. So that could be a social media post that just says, “Come to my sound bowl healing workshop, Saturday on the 6th,” and the registration page just repeats the same thing. Or, “Feel better in your body, thrive, improve your wellness, improve your health.” Any of that type of messaging. It’s too generic. This day and age, with all the noise on social media and all the e-mails, you really need to stand out in both differentiating yourself as a practitioner and enticing your current followers and your audience to take that next step to get into your workshops, and so they’re also enticed when they’re in your workshops.
When the messaging is clear and they know what they’re gonna get, because you have a tangible result. Another mistake I often see is that workshops don’t have a tangible result. There’s also no clear customer journey. Meaning, you just show up to teach the workshop and then you’re gonna go home and maybe people reach out to you to inquire about your services and maybe, you know that saying where you’re leaving a lot of money on the table? In this case, that’s so true because workshops you do have an opportunity to make good money.
Also Read: How to Boost Your Wellness Business with Easy Workshop Tips
Like I taught workshops and in a couple hours you could make anywhere from $600 to a couple thousand dollars on a Saturday. That is good money. However, if you have a $2,000 wellness offer high ticket, wellness offer off the back end of that and are able to sign five clients from the workshop, that becomes a $10,000 day! Much better, huh? And then it’s a system that you can repeat over and over again.
So you want to hear of a clear customer journey where you know what you’re marketing at the end of your workshops. You know the clients’ next step and that’s another mistake, there’s no call to action to that next step in the workshop and that’s often just because you don’t know what that next step is.
Or the last mistake I see all the time is that you just think getting more certifications, that’s what’s gonna drive clients in the door. Here’s the thing. Get the certifications! I love certifications! If you’re to look at my name, look at my website, come into my she-shed, you’ll see a whole wall of wellness certifications. Everything for my doctorate to massage to Reiki to personal trainer 20 plus years ago I made. You name it. I’ve done some fortune fashion of it over the 20 years.
However, what that guarantees is that my clients will get results. It does not guarantee that just getting a certification and hanging it on your, as they say, hanging your shingle, then clients will come. And so you don’t want to make that mistake.
You want to learn practitioner skills, but if you have a business, you also need to prioritize business skills. This is a big thing that a lot of wellness entrepreneurs really get hung up on. They believe that they can invest thousands of dollars in practitioner skills. I see so many practitioners doing that and they’re so hesitant to spend that same amount of money on business skills and I understand why, but at the same time, we need to shift this in our industry because if you’re spending thousands of dollars on practitioner skills but don’t have the client load or the revenue that you desire, those certifications aren’t being utilized fully.
Also Read: How to Get Client Results
So that’s a whole other thing but it’s a mistake to think that those certifications will just bring in clients.
What Happens When You’re Making these Mistakes
And especially if you’re making those mistakes, then what ends up happening is you feel fatigued. You’re tired. You’re spinning your wheels.
You might even have my old mindset of thinking that, “If I do more, if I show up more, if I try something new, then that will create clients.” And all that does is create you having to start new systems over and over again and that leads to burnout and exhaustion and you feel frustrated because now you’re spending a lot of energy and effort trying all these things and you’re not seeing the results, so then you feel frustrated, you feel confused and that leads to you feeling faithless.
Meaning you start to doubt your offer, you start to doubt your price point, the features and the benefits of the offer, maybe you should change the length of time, the number of calls, the number of deliverables that you give them access to. All those things! It has nothing to do with your price point or any point of your offer or you start to doubt in your belief that you have what it takes to be a wellness entrepreneur. And here’s the thing. No one just wakes up in the morning born with the skills of being an entrepreneur. We all have to learn the skill sets in some way.
My Entrepreneur Skill Set Journey
So my entrepreneur skill set journey actually started when I was 16 because both my parents are entrepreneurs and I remember walking door-to-door and handing out flyers for my mom’s business. I remember being 16 and one of my first jobs, I was a gymnastics coach and I got paid to sit in my dad’s office and stuff envelopes. So there are old-school marketing systems, but that’s what it was done with then, and so I understood from an early age that marketing is needed for any business.
So you just have to learn the skills and they don’t have to take long. You for sure don’t need to have started when you’re 16, but at some point, you have to learn.
The Six-Figure Lead Generation Workshop System
So the problem is when you’re feeling fatigued, frustrated, and faithless is that you don’t have a reliable Six-Figure Lead Generation Workshop System, a reliable process to bring in wellness clients. One that is repeatable and that’s why you need the Six-Figure Lead Generation Workshop System and I’m going to teach you that right now, the framework for that today.
And if you want to, this is gonna get meta, if you want to workshop your workshops with me, I’m actually doing a live workshop, July 11th, it’s $15 for two hours with me to get your personalized questions answered on any of these five steps that we’re gonna go over. So just head to this link <LINK> and get registered right now! Save your spot! There will be a replay if you can’t attend live. You can always e-mail me your question and I will answer it live and then you can watch it on the replay. Totally worth $15!
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So here’s the thing about workshops: No other industry, other than the wellness industry that I’m aware of right now, this is very unique to our industry, can you get paid to market most other industries. You have to pay Google, you have to pay Facebook, YouTube, Pinterest, marketing agency, all types of different ways to pay to get more eyeballs on your business.
We are very unique in the wellness industry where we can teach a class, hold a workshop, lead a challenge, lead a retreat, a one-day event, a training, again workshop. This system can be used for any type of event like that and actually get paid and in that process. Our business is exposed to new eyeballs or we’re nurturing our existing audience and in helping them to get warmer and more ready to come into our high-ticket wellness offers.
So again, we are so lucky to be able to do these things and be profitable in it. And so, you can get paid $600 for a two-hour workshop or a thousand dollars for a two-hour workshop for the attendees and that also can become $10,000 when people take that next step to work with you in your high-ticket wellness offer.
So I just think that is so cool and it’s being underutilized because people aren’t following through all the steps. But when you do, what happens is you have more consistency in your business, consistency of revenue, you get more cash and you have consistency of clients coming in the door and all of that, the consistency and the cash leads to more confidence as a wellness entrepreneur, confidence in your wellness practitioner skills, because now you’re helping more people, you’re seeing them get results, you work with them longer especially if you have a high ticket offer, you work with them longer, you see bigger changes, more lasting changes, and you have confidence in your entrepreneurship skills and that keeps you going, my friends. That keeps you going! Plus, you’ll have sustainability, you know that you don’t have to work more to make more.
Definition of Terms For This Framework
Okay, so for sake of the framework today, the five steps that I’m gonna teach you today, I just want to go over a few terms that’s particular to today. If you go out there and the Bro and the Becky type marketing world, you might hear slightly different definitions. So just to know this is for today.
Number one, marketing means you’re getting more eyeballs in your business, whether that’s you going out to network and it’s a one-to-one in person and you’re shaking your hands with someone and they say, “Oh nice to meet you! What do you do?” And you say, “Hi! My name is Susan and I am a yoga teacher and I help ambitious adults and reduce their stress.” You just marketed! Congratulations. Obviously it can be done online through a post, reel, stories, YouTube, all the things. So marketing is just getting your business exposed to new people.
Now, lead generation means you’re actually growing your audience. So it means if one of your reels goes viral and it reaches a bunch of non-followers and then some of those non-followers now start following you, you’ve just generated leads.
Now this is the slight nuance that’s different than some of the marketing world. Typically, most businesses don’t classify a new lead till they’re on your e-mail address. But for sake of this framework, I consider getting followers, whatever social media platform it is, Linkedin, YouTalk, YouTube, Pinterest, Facebook, it’s leads because guess what? Now that you have more followers, you have people to market your workshop, too.
So in this instance, it counts. It’s a bonus if they get onto your e-mail address because of course we want to grow that asset in our business and grow your e-mail list, but we’re counting lead generation of growing the followers to your Facebook and Instagram pages.
Then, selling is converting that audience whether it’s on social media or your e-mail list into paying wellness clients and that’s what I specialize in.
You need all three of those to create a six-figure online wellness business and when you have those and you’re able to impact more clients’ lives, you’re able to do this with time to embody your own wellness practices, spending time with your family and bringing in more income.
Must Read: Discover the 4 Types of Social Media Content That Convert
The Five Steps That Are Needed For Workshops
Step 1: Choosing a Popular Topic
Okay. So right now we’re gonna go over the five steps that are needed for workshops and again if you want to dive deep into these with me and actually get your questions answered, like step one is the topic and you want to choose a popular topic, and I’m gonna go into this more detail right now.
Let’s say you have an idea for a topic and you’re not sure if it’s popular or a good one to start your very first workshop, then make sure to come to this workshop because you can get your questions answered by me.
Okay. So number one you need a topic and you want to choose a popular topic. A mistake I see here is wellness entrepreneurs wanting to differentiate themselves in the audience or the wellness world and they go with kind of an esoteric topic. If you’re doing your first few workshops, you want to choose a popular type of topic because guess what, people will show up because they want to hear what you have to say especially your warm audience. They’ll want it.
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They’d rather hear it from you than a stranger so it doesn’t matter if that topic is being done before, if it’s popular and it’s the next part of choosing the topic, it’s a problem that people will pay for. Meaning that it’s solving a problem that they have and they’re struggling with that, they’re willing to pay for, they will show up and you also want it to be specific and as I mentioned, result oriented, meaning that the topic shows a specific result that they’re gonna achieve following the workshop.
So let me give you an example. My first workshops were Heal Your Low Back. So it’s not as specific as what it could be. I could have said, heal your low back in 30 days, but again, I was just starting off. Low back was a very and it still is popular topic and heal your low back implies that they’re gonna be and I put this in the registration page copy, that they’re gonna reduce the intensity of the pain that they’re feeling, reduce the number of flare-ups. So I did put in specific objective markers to quantify a more general topic. So that’s another way you can make your, if you have a popular topic and it’s more general, you can quantify it make it more specific in the copy on your registration page.
Step 2: Where You Will Market Your Workshop
And that leads to step number two, where you’re marketing. You need to market it to fill the workshop and you just don’t want to slap up posts or slap up a registration page with general copy. You want to speak to the specific result that they’re gonna achieve at the end of the time of working with you whether it’s one hour, two hours, free or paid, three or five days. It doesn’t matter. You want to be specific when they finish their time with you, what are they gonna get at the end?
And also, you want to be specific in your messaging in terms of the problem that it’s gonna solve. They’re not just gonna improve their wellness, they’re not just gonna improve their health, what specific in regards to their health and wellness? How is it going to transform their day-to-day? What is gonna change in their day-to-day?
So before the workshop, they might experience more arguments with their maybe, let’s see, you teach relationship well-being and you’re doing a relationship well-being workshop or improve connections and communications with a loved one. So prior to the workshop, they may be having more fights, there’s lack of intimacy, there’s a lot of arguments, there’s very trackable data.
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Following the two-hour workshop, they’ll experience less arguments, they’ll have a clear process to implement in their day-to-day, so then they can feel connected to their partner and increase the amount of intimacy. They’ll also know how to initiate an intimacy confidently. There’s tangible markers as to what they will get for showing up because here’s the thing, audiences are burnt out of just buying things with elusive hinting to what they may achieve. They want to know exactly what they’re gonna get for investing their time, even if it’s free. You have to tell them what it is.
And also in terms of your marketing, you want to market everywhere. So any social media platform. You’re on all this. Messaging should be there. You also want to utilize any collaborations you have, any connections you have, referrals, utilize your current audience, leverage any connections and collaborations to help grow your audience so that you can fill the room, get your workshop in front of more people.
So do all the things to get the word out!
Step 3: Sequencing
Number three is sequencing. Now, I’m gonna spend a little bit more time here because I know this is super important to you because you want to ensure especially if you’re charging that people get results for showing up for your workshop and here’s the other reason why you want to really invest a lot of time in the sequencing is not at the cost of the marketing, right?
I’m gonna go over when you should start sequencing and when you should start marketing in just a moment, but you do want to invest time in this because when done well, you don’t have to do a long slimy sales pitch at the end. It can be very simple and one or two sentence because you’ve planted the seeds and shown yourself to be the expert you’ve established. That know, like, and trust factor where people know the problems that you solve and if they have problems, they’re gonna naturally come up to you and ask you, “Hey, how do I work with you more? I want to work with you more. What’s my next step?” So you don’t have to sell.
So here is the thing a lot of people will say, “Okay, I’m gonna start marketing after I create the sequence.” However, the sequencing can suck you in like what you’re actually teaching for days and weeks and then you find out, “Oh my gosh, I only have like five days left to market.” You want to leave at least two weeks to market especially if it’s your first workshop, maybe even three weeks to get the ball going. So three weeks, I will say can be a little long especially because you want to market, you want to do follow-up, so you do want to market your offer the week after so that’s four weeks of kind of more intense marketing. Well, worth it though if you get those clients, but usually two weeks is a sweet spot, especially if you’re starting out.
So what I usually say is, if you don’t feel comfortable marketing hard, if you don’t have that sequence yet identified, create the framework of what you’re teaching and then start marketing then come back and develop the sequence while you’re marketing, so that way you leave efficient time to market because what’s the point of doing the sequence if no one shows up, right?
So here’s what you want to include in your sequencing. You want to teach something that they can’t learn on YouTube. You want to be memorable. You want to also highlight what makes you different, so your beliefs, your values, your philosophies, what holds you, what makes you different from all the other wellness practitioners out there. You also want to sequence in a way that’s unique, utilizing all your certifications and you want to highlight all that because again, it’s gonna position you as the go-to expert.
Also Read: Marketing Tips for the Wellness Entrepreneur
So what does that mean? So when I would teach workshops for low back pain, I would highlight all my certifications, massage, yoga, my doctorate in physical therapy, yoga therapy, and yoga teaching coaching, and I would sequence where I would start off and I would educate and tell them, “We’re gonna calm your nervous system, we’re gonna do some breath work, some mindset, some visualization, in a therapeutic yoga posture to down regulate your nervous system, so your body and mind is more receptive to the work that we’re going to do next. Plus, that takes you out of the inflammatory response.”
So I went over the importance of all that and then we went into some more yoga style exercises that will continue to help create movement, mobility, get the fashion moving in a down-regulated way, and then I started to up challenge their bodies a little bit more by bringing in traditional physical therapy and strengthening the core and doing maneuvers that way.
So I combined all my certifications and made it a unique sequence and people will come up to me afterwards and I made it memorable. I use straps in a way like that they’ve never seen before. For example, I have this exercise that uses two straps for traction and people will be like, “Oh my gosh I told all my friends that!” So right now I’m getting referred out. Or I use the yoga wall that was very memorable, people laughed and had fun. They experienced things that they can’t just Google search or get on YouTube. It was done in a very different way or different exercises techniques that they’ve ever seen before and they would come up to me and be like, “Alison, you need to help me because I’ve been to other physical therapists, I’ve been to other chiropractors, I’ve been to acupuncture, I’ve been to yoga therapy, but no one combines it the way that you do or I haven’t seen this technique and I really need you to help me with this. What do I do? How do I work with you?”
That’s what they say, all frantic like, “How do I work with you? I need to get in now.” I’m like, “Okay great!” and then I schedule consultation.
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Step 4: Your Call To Action
So easy! So when you sequence correctly, then all you have to say at the end of the workshop, which is step number four, your call to action is a clear and direct sentence that says, “If this resonates with you, if you want to learn more, then come talk to me after class to book your consultation because I work with people one-to-one (or whatever format that you work to with people).”
Or if you have a registration page, say, “Pull out your phone right now, go to this page, sign up for this here,” right? Whatever it is. All you need is one sentence because they’ll be prepared, they’ll want it when you do this correctly.
Step 5: Make it Easy For Those Who Will Sign-up For Later
So that leads you to step number five. There also be a number of people that do want to work with you, but they’re more on the fence. They’re like, “Okay, this is the first time I met her,” or, “Let me go home and talk to my husband about this or my partner about this and maybe I’ll sign up later.” So you want to make it easy for those people to sign up with you. You don’t want to make them hunt down your website or hunt down your registration page or dig out your consultation link or have them forget and then not even remember till weeks later and then they’re like, “Oh, I don’t know if it’s worthwhile now. Too much time has passed.”
So at least please please please send one e-mail with the information for them to take that next step for those people who weren’t ready in the room. Remember, it’s a service to them because they want to do it. There’s gonna be a percentage that wants to do it and they just, you can make it save them so much time by not having to hunt you down. So all the information is right there. It can be very simple. At least one follow-up e-mail.
Conclusion
And that’s it! You have a rinse and repeat process. Now grow your audience. Both market. Grow your audience, develop new leads, and convert them into paying clients.
So, I’ll go over them again.
Number one, get a popular topic, two, get a market to fill the workshop, number three, work on your sequencing, four, have a call to action, and five, the follow-up.
Okay, so again, if you want to workshop the system with me, if you want to go over questions like, “Should I do this Evergreen? Should I have paid marketing? Should I do it only organic?” Come to the six-Figure Workshop System Workshop, very meta, I know, but you can get your personal questions answered by me.
The link is <LINK> and I will see you there. Okay! Bye for now!
Important Links to Visit:
1:1 6 Month Business Coaching for the Wellness Entrepreneur
Maximizing Attendance: How to Fill Your Workshops Quickly
100k Awaken 1:1 6 Month Business Coaching for the Wellness Entrepreneur
