How To Grow Your Business Using Workshops, Webinars, And Live Events
Nothing has the power to grow your audience, convert more sales, or make a bigger impact than live events. With over 400 live events under my belt and more than $50 million in sales generated from the stage, I know firsthand how impactful these gatherings can be. Engage your audience deeply and show them the path to transformation, and you’ll see the fruits of your labor through increased sales and lasting relationships.
Captivating Audiences Through Engagement
The cornerstone of successful workshops and live events lies in how well you engage your audience. I remember hosting a corporate event where attendees left saying, “This was unlike any other event we’ve ever been to. It really got me engaged!” That’s not the typical feedback from a corporate gathering, but it highlights the potential when you make your event dynamic and interactive.
Attendees are more likely to take action on what they learn when they feel part of the experience. The goal is to create an environment where participants can absorb the material, interact with the ideas presented, and leave inspired to apply what they learned.
The Power of Workshops
When it comes to choosing between workshops and webinars, workshops often win in today’s marketplace. They provide a two-way learning experience, creating a dialogue between the presenter and attendees. Typically lasting 2 to 4 hours with a small group of 3 to 40 people, workshops offer personalized interaction that webinars lack.
In a workshop setting, not only do you present key concepts, but you also engage participants in real-time problem-solving. This format allows you to provide feedback right then and there, making the learning experience richer and more effective. An important takeaway here is to focus less on lengthy pitches, which often dominate webinars, and instead keep engagement high with brief, impactful pitches that lead to sales calls afterward.
Transitioning to Webinars
Webinars have their place, but they’ve changed over the last decade. Ten years ago, webinars were a groundbreaking method for engagement and conversion. Nowadays, they require significant ad spend or strong joint ventures to fill seats with interested participants. Webinars can still function effectively to gather buyers, but they serve better as a means to direct viewers to live events where the real connection and interaction happen.
The key to running an effective webinar is to aim for a breakeven point, where you build a list of potential buyers rather than extract immediate revenue. For example, if 100 people attend your webinar and 20 of them purchase a $2,000 offer, you have a solid buyer list from which to draw high-ticket sales.
Mastering Live Events
I’ve personally spoken on more than 500 stages and hosted over 120 events, each offering unique insights and lessons. The essence of a successful live event is to harness the energy of the crowd and steer it towards conversion. This isn’t merely about presenting information; it’s about taking participants on a journey—one that they will remember and share long after the event wraps up.
Imagine a three-day event where you bring together an audience that already respects, relates to, and trusts you. On the first day, you engage them through storytelling and workshops where they can see the transformations possible through your long-term programs or courses. On the third day, you’ll have sophisticated strategies to convert approximately 30 to 40 percent of your audience into high-ticket clients.
Creating a Story Arc
Crafting a compelling story arc not only keeps your audience engaged but also provides a clear path toward understanding the value of your offerings. Start by connecting with their pain points and addressing their challenges. Make it relatable, so they see themselves in the narrative. Typically, part of this arc includes teaching your audience, showing them outcomes, and making offers—all interlaced with relevant anecdotes and client success stories.
One of the strongest strategies is to overcome objections before making a pitch. Your storytelling should lead your audience to a place where they are ready to buy even before you present any offers. This is crucial—if your audience isn’t prepared by the time you pitch, you can face disappointing sales rates of only 10 to 15 percent.
How to Integrate Workshops and Events
It’s essential to have a holistic approach while planning your workshops and events. Your strategy should encompass everything from the event’s messaging to execution and follow-up. Whether you’re looking to run a large-scale event or an intimate workshop, apply the same principles of engagement, storytelling, and audience connection.
Consider the potential of having someone emcee your event, someone who acts as a trusted guide between you and your audience. This person can dismantle false beliefs and anxieties that attendees might have, easing their journey into purchasing. This dynamic not only helps increase credibility but also enhances the atmosphere at the event, making it more enjoyable and effective overall.
Your Path Forward
If you’re ready to embrace the power of workshops, webinars, and live events to grow your business, consider the roadmap laid out here. From crafting your narrative, engaging your audience, and executing the logistics effectively, every step plays a part in ensuring your success.
By focusing on valuable content, real-time interaction, and creating an engaging atmosphere, you not only grow your business but also create an impact that resonates with your audience. Go ahead, make that leap—your business and your audience will thank you for it.
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Avoid the costly mistakes that ruin most events!
Live events are one of the most rewarding—and challenging—things you’ll do in your business. When done right, they can scale your business, impact thousands, and generate millions in a single day. But with so much at stake, from budgets to execution, a lot can go wrong. Book a Call with me below, and let’s make sure you get it right.
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He helped me talk about my business in a way that attracted my ideal clients and allowed me to raise my prices...totally changing my business for the better.”
If you are holding a live event it is a disservice to your audience and bad business to not have a call with Steve first."
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