“How do I fill my workshop?”
You’ve got a topic you want to share with people, you’ve set a date and you’ve even booked a venue for your workshop. But now the tricky part: how on earth do you get people to actually book and turn up?!
This weekend, I led my Fail Is Not A Four Letter Word workshop which was not only full but full with truly wonderful women who I loved spending the day with and who took a ton of value away from the day.
Here are five recommendations for filling YOUR workshop:
1) Ensure the topic is juicy enough in the first place
Before you start thinking about marketing, check in with: Do people genuinely want and need this? My Fail workshop emerged because fear of failure was a theme I saw again and again with one-to-one clients and I wanted to bring people together to share their experiences and learn from each other as well as from me. What has led you to think there’s a need for your workshop? Then – what quick question could you ask which goes to the heart of your workshop? For me it’s: “Want to free yourself from fear of failure?” If people will say “Yes!” to your question, then you have the basis of a marketable workshop.
2) Plan a steady, consistent campaign
Plan out on a calendar many opportunities to mention your workshop in different formats: your newsletter, others’ newsletters, in-person networking, social networking, existing clients etc. Use the question you identified above as the starting point for writing your promotional copy and for engaging in conversations.
3) Set early-bird prices and market towards them
When I’ve marketed workshops without an early-bird price it has been waaaay harder and more stressful. A deadline gives your potential participants an incentive to commit and we all like to feel we’re getting a good deal. It also makes it easier for you to plan and prepare your resources when you know in advance how many people are likely to attend. I’ve discovered that a 3-tier pricing structure (Super Earlybird, Earlybird, Full price) works really well.
4) Remove barriers to purchase
How easy is it for someone to actually book and pay for a place? Walk through your sign-up process as if you were a prospective client. Do they have to call you? Do they pay online? Two options for easy payment in advance are PayPal ‘Buy Now’ buttons on your website – or if you don’t yet have a website, then consider using Eventbrite.com
5) Decide that the workshop will go ahead regardless
Figure out the minimum number of participants you need in order for the workshop to run successfully. As you approach the event date, if it feels like you’re not going to meet that number, consider inviting friends and colleagues to fill any places left. Get creative: you might decide that they can come for free, or in exchange for helping you set up, or organizing refreshments, or as an exchange for a service they could offer you e.g. massage or babysitting. This way you won’t have to cancel and leading the workshop will give you the confidence, experience and feedback you’re looking for.
Marketing a workshop may take more time and effort than you think – so focus on the wonderful end result of a room full of eager participants and also remember to have fun with this phase of the journey. Choose to make the process about learning and experimenting rather than weighing yourself down with pressure to succeed.
Join our discussion
You’re part of a vibrant community of women who are following their passion and turning those passions into profitable businesses.
Leave a comment below and let us know:
- What do you find most daunting about marketing a workshop?
- What do you find most enjoyable about marketing a workshop?
- What success stories can you share?
- What disaster stories can you laugh about and share the learning from?
- What has inspired you to sign up for workshops yourself?
- What strategies would you add to this list of five recommendations?
Leave your comment below…
Bonus Recommendation
One effective way to fill a workshop is to offer a free preview teleseminar in advance that gives valuable content on the topic and promotes your workshop. I’ll be leading one of these for my new programme, Turn Your Passion To Profit, where you’ll learn lots more about how to find those perfect clients and fill your workshops. Keep an eye out for details of this free teleseminar.
Want to know more about the Turn Your Passion To Profit programme? Click here > >
Could you do with a trouble-shooting session now?
If you’ve struggled with marketing a workshop in the past, take some time to identify which key ingredient(s) may have been missing and get clear about what kind of a plan to put in place for next time.
© Corrina Gordon-Barnes, 2010
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A thorough and genuinely inspiring check list – thank you Corrina! It is so refreshing to read ideas from people such as you who so clearly love what they do and so clearly walk the walk.
Fabulous, these are absolutely wonderful, focussed tips that I hadn’t considered to this degree before. I’ll certainly be looking to build these into my coming workshop prep. Thanks Corrina, as ever an invaluable resource of inspiration.
Especially like the imagine the room full of people and positive end result. A real motivator!
Sam – Thank you! And yes because I love what I do, I want to keep doing it – which is why nailing something like ‘how to fill a workshop’ feels so important.
Phil – Would love to hear what your upcoming workshop is…!
hi Corinna,
This is great thanks a lot. I particularly love the setting up the question bit and if people are going to say YES to it then you’re on! Great bottom lining.
Thanks again for another inspiring blog.
Julie
Hi Corrina,
This email is very timely as I’m running my first Colour Workshop on Saturday 4th September:
http://www.whatyoureallyreallywant.co.uk/OneDayAuraSomaAdventure.htm
I started promoting it with a flier at a Mind Body Soul Fair in May. I have included details of it on my website & in my regular email newsletter since July. I also sent out an email specifically about it just before the early-bird discount was up – it was on this day that I got my first two bookings, so I can certainly vouch for that tip! Great idea to have two stages of discounts…
I have also personally contacted clients who had previously showed an interest in such an event, which has been worthwhile.
I have posters sitting next me to go and put up around town…. this is the step I’m experiencing most resistance to so far… I will be distributing them this afternoon with visions of the wonderful workshop in mind!
So now I have 2 more spaces to fill… I love your idea of filling left over places with friends, which I’ll definitely put into practice if I need to (hopefully I won’t need to though!)
Thanks for your help and inspiration,
Wendy x
Julie – Thanks. I suspect we sometimes avoid asking that get-to-the-heart-of-it question because we’ve chosen a topic that WE are passionate about but secretly fear no-one else really will be. It’s best to bring ostrich head out of sand right from the start otherwise we’re going to experience a lot of frustration with our marketing efforts. Our idea may just need to be tweaked or positioned slightly differently and la voila, it meets a genuine need.
Wendy – Ah huge congratulations! You’ve got that lovely added challenge of offering something that few people have heard of. If I saw an “Aura Soma” workshop day (before I’d met you!) I’d have no clue and therefore no interest. So it’s perfect that you’re marketing to existing contacts who’ve been inducted into the wonders of your system. If you want brand new people to get excited about it, how could you explain it in ONE sentence without using the phrase “Aura Soma”?? People rarely care about what you’re using, it’s how it’s a solution to their needs that will have them sign up.
p.s. The link doesn’t seem to work so I’ve included this one I found on your site – hope that helps:
http://www.whatyoureallyreallywant.co.uk/News.htm The photo of you with the bottles looks great
Hi Corrina!
I found you via Heart of Biz. Your blog topic “intrigued” me! I agree that you have to offer something folks want rather than what you want.
I’m a risk taker so some learning get togethers go over well. Others occasionally miss the mark for whatever reason. I just keep going since new ideas pop into my head all the time.
Love your “Fail Is Not A Four Letter Word” event. Great title! About a year ago I wrote about failure being a good thing in a newsletter. Yet never thought to tie it into a learning event!
Brilliant to do that.
”
Great line in your response to Julie above: People rarely care about what you’re using, it’s how it’s a solution to their needs that will have them sign up.” That would be a neat course, to work on titles. Maybe you will offer?
Am going to mine through some of my other writings for ideas. Often, great topics are right under our noses!
Will take a spin around your site.
Thank you! Giulietta
Giulietta Nardone´s last [type] ..Redefining the Good Life
Giulietta – Ha! – and your comment on Heart Of Business had inspired another from me before I spotted you here. Nice synchrony.
It’s about finding that sweet spot between what you’re passionate about… and what others need. When there’s a match, boom you have a business. (Well, the core of one at least!)
I’ll be covering the topic of titles/core marketing messages in the Turn Your Passion To Profit programme – but perhaps others might like it as a stand-alone course? I’ll think about that – thank you! And yes I’ll bet there are some nuggets for workshops in your previous writing. Your current one: “Redefine The Good Life” could be a workshop/programme…
hi Corinna, This is great thanks a lot. I particularly love the setting up the question bit and if people are going to say YES to it then you’re on! Great bottom lining. Thanks again for another inspiring blog. Julie
Julie – Delighted that helped. Yes, yes yes!
Corrina Gordon-Barnes´s last [type] ..Why Christmas Is Good for Your Business