Are you promoting a live workshop or masterclass, but not getting sales?
When you’ve put a lot of time and effort into creating an amazing workshop, but you're not getting any sales, it can be really frustrating!
It’s not uncommon to think that you need to get your workshop in front of more people for it to sell, but this usually isn’t the answer.
There are a number of different variables to consider with an open training, so there's a strong likelihood that a lack of interest in the workshops isn't down to just one thing.
I've outlined below the 6 key factors that, in my experience, cause friction and discourage people from signing up to a paid online event.
Let’s troubleshoot this together!
1. Research
This is arguably the most important question, did you do any research before putting the workshop together? If you did, did you do enough research?
Do you know that your workshop is what your audience wants or needs?
Are you providing a solution to an actual problem?
Provide a solution to a problem which is causing your ideal client significant 'pain' at that time and is affecting their business or life experience, and you’re onto a winner!
If the workshop does not meet the needs of your target audience, it may not sell well.
You can first test the idea with your existing warm audiences; social media platforms, email list, Facebook group and existing clients. If you get a positive response, it’s likely there’s an appetite for the subject.
Find out if other people are providing something similar. If they are, that’s a good thing, it shows that there’s demand in the market.
2. Messaging
The next thing to check is your marketing copy. Unclear messaging is a very common roadblock.
Looking at your sales page, how enticing is the headline to your audience? Does the sales page clearly explain the outcomes and the benefits of attending the workshop?
Participants will want to know how content will help them immediately and ongoing - so paint a picture of the results and benefits of attending. What will they be able to do after the workshop or masterclass?
3. Trust
People want to be sure that they are investing their time and money in a workshop that is credible and will provide them with value.
In the run-up to hosting a workshop, creating valuable content, offering free resources, and engaging with your audience through social media will build trust and establish a strong reputation in your industry or niche.
And when it comes to sales pages, social proof is an important factor in the buying decision of potential customers. If there are no customer reviews or testimonials, people may be hesitant to invest.
4. Timing
Is it the right time for the participant, do they have the need for the training at that moment?
We also need to consider the actual time of the event, morning, afternoon or evening? Does the time of the workshop appeal to the majority?
Think about the best times for your audience and if you're not sure, ask them.
Accessibility of the workshop will also drive people’s decisions. Are you using mainstream tech to deliver the workshop? Will recordings be available for those who can't make it live?
5. Marketing strategies
The final factors which will affect the number of sign-ups are the size of your audience and the marketing strategies used. Both have a direct impact on sales.
Are you promoting the workshop often enough (I can tell you, most people aren’t!)? Don’t be afraid of posting about your workshop multiple times a day to increase the chances of the right people seeing your posts. It’s also crucial to have a strong email marketing strategy.
If you’re using Facebook ads to promote your workshop, congratulations, you have a much better chance of achieving your goals! Give yourself enough lead time (7-10 days is usually enough) and ensure that you’re using an appropriate budget to maximise your chances of a good ROI.
And if you suspect that you might be struggling due to a small audience (not many social media followers and a small email list), I'd recommend spending time building your audience with ads prior to running your workshop or webinar. You'll be glad that you did!
6. Price point
Before you went to market, did you do some research into the price of similar workshops or live trainings from your niche? Participants will want to know that they are getting value for their money, so how does your workshop compare in terms of learning outcomes and tangible take-aways?
So how did you do?
I hope that this article helped you find an area(s) to revisit and be reassured, that not many people get this right the first time around.
Let me know if you have any questions hello@claireshelley.co.uk
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