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.
- How to fill your event
- The finer details of running the event
- Maximize your conversions at the event
Today's Essential Reads
If the Energy Feels Off at Your Event, Sales Will Be Too
July 5, 2025
If the energy at your event is off, your sales will be too. It’s not just about great content—it’s about designing an experience that keeps the buzz alive, your sales team engaged, and your attendees ready to buy. This post breaks down the hidden elements that make your event unforgettable—and profitable.
If Your Audience Isn’t Buying, It’s Not a Proof Problem—It’s a Connection Problem
July 4, 2025
You can have the testimonials, case studies, and all the social proof in the world—but if you’re not making an emotional connection with your audience, you’re leaving sales on the table. This post breaks down why connection beats proof, and how to build a brand story that inspires trust, emotion, and action.
Why Stories Sell Better Than Facts at Your Business Event
July 3, 2025
If your audience is nodding but not buying, it’s time to stop data-dumping and start telling stories that move people. In this post, you’ll learn why storytelling outperforms logic at your business event—and how to use it to build trust, boost engagement, and close more sales.
Brian Hite on Rewiring Your Response to Pressure
July 3, 2025
What if pressure isn’t the enemy—but a signal?
In this episode, Brian C. Hite, PhD shares how elite performers train their minds to stay sharp under stress. From boardrooms to battlefields, he reveals how to rewire your response and thrive when the stakes are high.
🎧 Learn how to master focus, resilience, and leadership—especially when it matters most.
Top 3 Mistakes with Live Events (and One Bonus That Could Save Your Sales)
July 2, 2025
Most live events inspire—but few convert. In this blog, discover the top three live event mistakes that sabotage sales (plus a bonus tip that can instantly boost conversions). If you’re running high-ticket events, these missteps could be costing you tens of thousands. Here’s how to fix them fast.
Stop Filling Your Event With the Wrong People—Attract Buyers Instead
July 1, 2025
Stop attracting the wrong attendees. Discover proven event promotion strategies and event marketing campaigns to attract buyers and maximize ROI.
Testimonials
"I thought our webinar was great... and then Steve showed me a few small tweaks that I had never seen before. His advice added several percentage points to our close rate instantly"
Alina Vincent
Founder of Business Success Edge
"Working with you gave me the confidence to show up and perform my webinar in a way that really connected with my audience... and raised my conversion dramatically"
Marley Jaxx
CEO of Jaxx Productions
“Steve' coaching just literally changed everything for my upcoming Live Event!! I was a little nervous about how to structure it and fill it... Yikes. But Steve took my topics, broke down how each session should flow, the best times to talk about my big offer, as well as gave the BEST tips on how I could show up and deliver maximum value to the attendees! And then he gave me a specific strategy on how to FILL it! like...what? Thank you Steve Werner I'm going in confident to my live event ready to rock it!"
Eileen Wilder
Author & Business Coach
"That guy just exposed me 😱
I hired Steve Werner to help us execute our live event properly and he hit me with so many questions and ideas that would have been humiliating to learn the hard way and leave 100k+ on the table.
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."
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."
Jimmy Coleman
Founder at LeadBaller
"Steve was able to help us with one of the most stressful things I’ve ever done! He helped us pick speakers and craft our talks.
As an MC he kept the energy up and helped maximize sales."
As an MC he kept the energy up and helped maximize sales."
Hunter Thompson
CEO at Raising Capital | Raise Masters
“I'm in a couple of masterminds with Steve and he has called me out on major mistakes I was making, helped me short cut processes, and give me advice on things none of my mentors saw. He is crazy talented!"
Carla White
Founder, Director, CEO at Hiro.fm
“Steve was a huge help in growing my business.
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.”
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.”
Carmen Gélinas
Spiritual Teacher and Energy Healer
"Steve was able to help me build a heart centered presentation that converts! His ability to help others build story based presentations is second to none"
Debbie Hoffman
CEO & Founder at Power-Up Your Follow-Up
Case Studies
“You helped us make our language more natural and approachable—so it felt like a real conversation, not a script, and changed our conversion to over 50%.”
“I tried webinars 3 other times and never was successful. You showed me how to craft a webinar that was authentic and felt good, and consistently closed 13%+ leading to my best year in business.”
“You helped me structure my event for maximum impact, building momentum and aha moments that set the audience up for transformation, and ultimately led to much higher sales.”
“Steve gave us the step-by-step strategy to choreograph our event—from the experience to the upsell. I had no idea there was such a science to it, but it works, and led to drastically more sales.”
“I needed someone to pull me through this—and Steve did. He helped me structure the event in the right order and held me accountable to keep the event on track—leading to an over 35% close rate. His passion and authenticity made all the difference.”
“Steve helped me refine my lead generation, event page, and sales strategy. His guidance on pricing alone brought in an extra $20K—game changer!”
“Steve showed me 2 secrets that worked and kept my audience engaged and eager for more. He also helped me refine my webinar flow—removing the pressure while keeping people watching till the end and closing more sales!”
“Steve gave me clear frameworks that removed the guesswork. I thought I knew events, but running my own was different. He showed me the right levers to pull, leading to an 8x growth rate and millions in sales from our event.”
“Steve makes offers persuasive and undeniable to the right people. He helped me set boundaries, avoid low-commitment buyers, and focus on those who truly benefit. Now, I barely have to sell—people are eager to buy.”
Reviews
Steve Knows His Stuff
"I've hired Steve to help us with our online presentations and have seen him teach this same content on stage at 2 conferences I was speaking at. He's very knowledgeable, practical and actionable to get people moving from passion to profits quickly - highly recommended!"
"I've hired Steve to help us with our online presentations and have seen him teach this same content on stage at 2 conferences I was speaking at. He's very knowledgeable, practical and actionable to get people moving from passion to profits quickly - highly recommended!"
Michael D. Butler
CEO at Beyond Book Publishing
Top Notch!
"Steve Werner is one of the most brilliant marketers I know. If you want to master the game of selling, definitely work with Steve. Highly recommend!"
"Steve Werner is one of the most brilliant marketers I know. If you want to master the game of selling, definitely work with Steve. Highly recommend!"
Mark Stern
CEO at Custom Box Agency
Steve Werner brings value!
"I have listened to Steve speak on a few occasions. I always look forward to his session because he brings immense value. He is a great storyteller too. So not only is he keeping our attention with stories, he ties that in with value where we can walk away with something that can benefit our business."
"I have listened to Steve speak on a few occasions. I always look forward to his session because he brings immense value. He is a great storyteller too. So not only is he keeping our attention with stories, he ties that in with value where we can walk away with something that can benefit our business."
Harry Spaight
Founder at Selling With Dignity
Tons of Value!
"Working with Steve has been such a positive experience. Besides just being an all around good guy who is invested in helping you succeed, he brings wealth of research and experience to helping you shape your story and expand your sales. After being disappointed by many who promise value but don't quite deliver, working with Steve was such a breath of fresh air."
"Working with Steve has been such a positive experience. Besides just being an all around good guy who is invested in helping you succeed, he brings wealth of research and experience to helping you shape your story and expand your sales. After being disappointed by many who promise value but don't quite deliver, working with Steve was such a breath of fresh air."
Erin Arnold
PT, MPT, LMT
All the right tools
"I recommend Steve because he has helped me with ideas to grow my brand. Steve adds value into our conversations all the time and I have learned to generate more income by using his tactics and tools as a monetization expert. My perspective with money has changed! Thank you so much for all of your help Steve!!"
"I recommend Steve because he has helped me with ideas to grow my brand. Steve adds value into our conversations all the time and I have learned to generate more income by using his tactics and tools as a monetization expert. My perspective with money has changed! Thank you so much for all of your help Steve!!"
Maria Rodriguez
Owner of Girl Code Fitness & Nutrition
Steve is brilliant!
"Have you ever met a person and think to yourself, "That man is doing EXACTLY what he was meant to do for this world!" When it comes to sharing of his gifts and helping others share theirs through the gift of story-telling, Steve is the best there is. Steve paid a visit to my Wealth Minded Mastermind and shared his brilliance. He enabled us all to serve our various tribes in even greater ways by finding OUR authentic story. We all have one right?! God bless you Steve and thanks again!"
"Have you ever met a person and think to yourself, "That man is doing EXACTLY what he was meant to do for this world!" When it comes to sharing of his gifts and helping others share theirs through the gift of story-telling, Steve is the best there is. Steve paid a visit to my Wealth Minded Mastermind and shared his brilliance. He enabled us all to serve our various tribes in even greater ways by finding OUR authentic story. We all have one right?! God bless you Steve and thanks again!"
Lisa Williams
Psychic Medium, Spiritual Teacher & Bestselling Author
Do whatever you can to get to Steve's events!
"Steve's events are like no other I've attended. They are personal, interactive and loaded with actual, behind the scenes stories combined with step-by-step instruction applied to attendee's business.
Somehow he manages to keep the details of each his attendee's businesses in his head and offers real-time examples of how to apply each concept... and his speakers! ... teach, so you come away feeling like you have something you can put into action right away. His care and integrity are apparent. If you are interested in reaching more people and accelerating the growth of your business... Do whatever you can to make it to one (or many) of his events. You will not regret!"
"Steve's events are like no other I've attended. They are personal, interactive and loaded with actual, behind the scenes stories combined with step-by-step instruction applied to attendee's business.
Somehow he manages to keep the details of each his attendee's businesses in his head and offers real-time examples of how to apply each concept... and his speakers! ... teach, so you come away feeling like you have something you can put into action right away. His care and integrity are apparent. If you are interested in reaching more people and accelerating the growth of your business... Do whatever you can to make it to one (or many) of his events. You will not regret!"
Barbera Aimes
Marketing Strategist, Business Coach
Amazing speaker
"Steve is powerful speaker. He will leave your audience inspired and ready to take action. The knowledge he brings to the stage is life changing. I highly recommend him for your next event!"
"Steve is powerful speaker. He will leave your audience inspired and ready to take action. The knowledge he brings to the stage is life changing. I highly recommend him for your next event!"
Jesse Cruz
CEO Merge Worldwide
Steve rocked his talk to my clients
"Hired Steve to talk to my clients at an online event and it was amazing. He consistently engaged the audience and delivered tons of value to my clients. Would definitely hire again."
"Hired Steve to talk to my clients at an online event and it was amazing. He consistently engaged the audience and delivered tons of value to my clients. Would definitely hire again."
Yigal Adato
Founder of Leaderato
