High Converting Workshops:

The Simple Three-Step Formula Behind Creating Successful

Online Workshops

Now, at last, you can do it too!

(With images to help you visualize)

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 “Grow or Die”
—Unknown

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 Introduction
Why Workshop Launches?

“This is like a speed dating process to get prospects to marry

you.”
—Dominika

Welcome to the age of online workshop launches! It’s super

exciting, isn’t it? From Tony Robbins to Dan Lok, you name
it, everyone has been doing online workshops and
challenges with the intent of selling online programs.

What Is a Workshop Launch?

A workshop launch is, essentially, an online event where the

organizer goes live to teach something to their audience,
through which they build trust, in exchange for the
opportunity to sell or promote their products or service at
the end.

Workshop launches help you to grab your ideal prospect’s

hand and walk them through an accelerated process of
working together.

In-Person Workshops

Now, I want to briefly touch upon paid workshops that are

usually held in person. These can work almost immediately,

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meaning you can monetize them depending on how niche
the thing you are teaching is, and how high the demand is
for this in-person event.

You can, of course, apply some of the techniques taught in

this book to create and promote in-person workshops, but
the only difference will be that you will monetize them right
off the bat, and your soul focus will be on selling tickets. If
this is the case for you, please check out the first part of this
book.

Examples of in-person workshops may be medical

workshops; business workshops; and any niche, in-person
workshops. These are created and designed to teach an
actual technique to a highly-targeted, in-person audience
for a good price.

Online Workshops

Circling back to the subject of online workshops, unlike un-

skippable webinars, where you view someone through a
pre-recorded video, workshops can be held live, which may
help your prospects to feel your energy more, and that is
very important!

But we will talk more on the advantages of workshops later.

All you have to know for now is that the trend started in
around 2020, as during the pandemic and lockdowns, a lot
of people started to challenge themselves.

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These started as 30-day challenges, then dropped to two
weeks, and then one week. By the end of 2021, they started
to be around five days, and by 2022, around three days long.

No matter whether you call them challenges, workshops,

bootcamps, or masterclasses, the purpose is the same. So
don’t be fooled by the terminology.

Please note that by the time you are reading this book, it
might just be a one-day thing. We literally have the
concentration and focus of a goldfish. The time that we can
spend focusing is shrinking, and people want instant
gratification and information.

How Profitable Are Online Workshops?

They are very profitable! All in all, online workshops can be a

quick cash boost for your business, and there is absolutely
no limit to how much you can make and how many times
you can repeat them. It’s all up to you!

Just to give you some context for how lucrative they can be,
the average conversion rate of an online workshop is around
three percent!

What I mean is that if you have 200 attendees at your online

workshop, then you can realistically expect to sign up six
clients from this event (as a minimum), depending on your
offer, sales abilities, and lead quality.

So, if you did an okay job, and have an amazing $3000 offer,
you can easily make $18,000 from your workshop from

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those 200 attendees. And getting 200 people to sign up to a
cool live event on a topic that is already super interesting for
them is not hard at all!

We will try to maximize your profits and teach you how to

nail each of the elements. But for now, I want you to put
things in perspective.

A lot of entrepreneurs are making millions on workshop

launches in a year. This is how most coaches launch their
programs nowadays, but it is not uncommon for marketers
to do the same.

In this book you will discover—from creation to promotion

to execution—the step-by-step process for creating a
successful, high-converting workshop. I’m super excited for
you!

What Can You Sell With Workshop Launches?

Everything and anything, but mostly your services. Either it’s

done for you, or through programs, group programs, one-
on-one private sessions, or even through online courses.

So, if you are a coach, consultant, service provider, or

anyone with something intangible to sell online, this could
be your number one cash flow provider in your business.

But before we jump in the how-tos, I want you to take a

quick walk with me down memory lane, where I will explain
to you how entrepreneurs used to sell online programs and
services.

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 Chapter One
The Old Ways of Selling Digital Products/Programs, and
Why They Cost a Fortune

In the past, there were two main ways online marketers sold
online services: the product launch funnel (PFL) and the
webinar funnel. I will briefly touch on both and explain to
you, in my personal opinion, what I think the issue is with
them today.

The Product Launch Funnel

The original product launch formula was created by Jeff

Walker. Here is how it worked: At first, there was an initial
advertisement that encouraged people to sign up for the
free video training extravaganza. Or, if the entrepreneur had
a massive email list, this may have been done via email to
save some advertising costs.

After that, interested people dropped their emails on a sign-

up landing page to unlock the first day of training. Then, a
second email would be sent about the second day, and then
the third.

At this time, the only way of communication was via email

marketing and if you dropped off on day one or two, you
were gone forever.

Just like the workshop launch formula—which we will

discuss soon—this works through momentum marketing,
meaning that there is a set time when the final video drops,

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and the sign ups usually close with one week. This is known
as “sign up or miss out” scarcity marketing.

The reason why I’m mentioning this is because, even though

it can be an effective way to launch your programs, there
are a lot of ways you can lose people through this method,
and you won’t even be able to tell where you lost them or
how to contact them.

This method requires having a massively valuable series of

training videos that people will actually want to come back
to. While this formula is still effective, this is not a method
for beginners.

>Advertisement

> sign-up/ landing page

> unlock day one of training

> unlock day two of training

> unlock day three of training.

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In this old way, the training videos were initially locked and
were programmed to unlock on a certain day.

This method required massive emailing efforts to keep

people coming back for more releases, as the sales only took
place on the last day. Of course, this would be followed by a
massive number of sales emails afterwards.

This unlocking training funnel can be found on ClickFunnels

too.

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source:clickfunnels.com

Don’t get me wrong, I do believe this method can still be

lucrative. I could see this working on an evergreen basis,
where you have already plugged in your pre-recorded
workshop replays, have automated the whole process, have
a lot of ad money to dump on this, and do launches over and
over again.

The Webinar Funnel

Oh, haven’t all we heard about the evergreen webinar and

its beauties. The lovely un-skippable Vimeo video (yes, if you
were wondering which method was used for this beauty),
and a paid feature too.

These webinars were the pillars and are still very much a
viable method through which to sell online products or
services.

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They are all based on goodwill marketing—teaching people
something, but not really. Dragging on and on, promising
them something if they stick around till the end.

Yes, sometimes there are people who liked to drag it on

forever without actually teaching anything useful, and we all
get super mad that we waited until the end.

They are generally all structured the same way—using the

method of authority building at the beginning and telling
people to stay until the very end in order to get the benefits.

This tale is as old as time. But, hey, it works, and still be used
by a ton of entrepreneurs out there.

Maybe I’m the only one who is completely disillusioned by

these webinars and can’t possibly, for the love of God, force
myself to watch another one. The rewards and content
would have to be super promising for me to get myself
there.

But, in hindsight, I realized there is only one person worthy

of my precious attention whose webinars I will always watch
till the end, and that’s Frank Kern. This is because he
genuinely gives useful information without all the self-
aggrandizing fluff.

Onwards. Let’s look at a structure of a webinar funnel.

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source:dashclicks.com

Step one: Advertisement (Selling this awesome free

webinar).

Step two: Webinar sign-up page (Drop your email and

sometimes phone number to view this awesome webinar).

Step three: The webinar itself is presented with an un-

skippable formula, so you must stay and watch until the
end.

Step four: The funnel ends with sales, usually encouraging

the viewer to a book a call, sign up to a program, or buy
something right away. Often, because of filtering reasons, it
might just be “book a call,” and if you are dealing with a
crafty entrepreneur, the minute you give your number, the
salesperson will be calling you right away.

Listen, this format is still working, but I’m going to be

brutally honest with you. The thing is, it’s very costly to
execute from an advertising standpoint. Especially if you
aren’t a well-established persona with a massive email list to
market to.

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For those of you that feel this might be too much
information, you can skip this next part and go to Chapter
Two, but for those who are really here to learn the behind
the scenes, read on.

The Honest Truth About Webinar Funnels

Remember when I said that in order to sell out your

awesome webinar, you need advertise it?

Now, not only you need to advertise it, but you need to
advertise it consistently. You need to fuel this evergreen
funnel to bring you those booked calls or sign-ups you are
looking for, and this could be a costly game if you are on a
budget, for two reasons in particular.

Reason One: Budget Calculations and Mishaps

Here is how much you need to invest to Facebook ads if you

want to make $50,000 when your program costs $3000.

Do you also see how there is dismantling going on, on each

level?

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Sure, this is completely normal, but at the same time this is
also a risky business, and you might not feel like spending
$10,000 on ads, nor have the budget to do so.

But, even if you do have the budget and understand

investing, there is another problem.

Reason Two: You May Need to Run Retargeting Campaigns If

Yours Isn’t Profitable

When you run these webinar campaigns, what you are

looking for is usually conversions.

For those who have never run ads on Facebook, let me give
you a quick crash course. When you run ads, based on the
objective you are selecting, Facebook will give you what you
require. For example, if you want clicks, you get clicks

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(Facebook shows your ads to people who love to click). If
you want to get engagement, Facebook will show your ads
to people who like to comment and react to ads (therefore,
you get engagement).

But there is another catch.

Facebook wants 50 events per ad set in a seven-day period.

What this means is that you have seven days to get at least
50 conversions (email drops, webinar views, or booked
calls), or else it will drop your campaign and consider it shit,
thus raising your costs and lowering your results.

With that said, this type of campaign would essentially need

to be first optimized for conversions (which is step one:
people drop their emails then are retargeted for call booking
via a “thank you” page if they didn’t book).

But you can see already the number of moving pieces and
money that can be lost in each process, not to mention that
tracking people since a recent IOS update is just not possible
anymore.

So, essentially, those who viewed your awesome webinar

and didn’t act immediately are pretty much lost. You’d also
need to launch a separate retargeting campaign for this very
purpose alone.

So, even though this method does work, you have a ton of
slippery slope parts, and unless you are a bulletproof
Facebook ads expert with unlimited budget, this can be a
tricky business.

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Again, sorry for being so technical here, I just wanted to
show you why this can be a costly funnel to maintain and
feed.

If you have any other channels besides Facebook to drive

traffic to your evergreen funnel, like our dearest Anna Bey
through her YouTube Channel, than please do so. You can
still be very successful with selling your programs this way,
but solely relying on Facebook ads for this one is not easy,
nor cheap.

Chapter 2
The New Age of Workshop Launches: The Benefits of
Online Workshops

As I said before, the new age of workshop launches is upon

us, and it looks like an accelerated speed date to marriage
proposal process.

That is, believe it or not, not the only reason it is so

awesome. But before I reveal all the benefits to workshop
launches, I want to show you the anatomy of an online
workshop:

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 Workshop Launch Funnels Can Help You Personify Your
Leads

As you can see, the entrepreneur first needs to find ways to

funnel people to their sign-up page to gather emails, then,
with a simple “thank you” page, lead them to their group,
where the workshop will take place.

Now, as you can see, there is something incredible

happening here.

With the motion of funneling them to a Facebook group,

you manage to put a face to the email address, and that is a
very important step because now, you don’t have to rely
solely on email marketing. That is a hell of a place to be,
since the opening rates are actually pretty bad nowadays,
unless it’s a trigger email, which has slightly better success
rates.

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Not only this, but as you can see, you have three other non-
paid options to use to promote your upcoming workshop.

We will talk about how to do that later, but for now I want
you to notice how simple this whole thing is.

You Can Get Away Without Doing Anything Fancy

If you have a loyal following already, you can get away with
a simple Mailchimp landing page to collect email signups for
your workshop. However, if you have a ton of free time or a
virtual assistant who can help you out, and you like to copy
and paste a lot, then you can directly send people to your
Facebook group where the workshop will take place and
collect emails as a requirement to enter the group.

I have seen entrepreneurs getting over 300 people joining

their workshops just through organic posts and a Mailchimp
form.

Honestly, this can be as easy or hard as you make it. But if

you aren’t too big on personal followers or friends who
engage with you a lot, then I suggest broadening your
horizons and getting some paid ads to fill out those seats.
Alternatively, you can post in groups, but again, we will talk
more about this later.

Workshop Launches Can Save You Money on Ads

Remember when I said that with a webinar funnel, you need

to optimize for different segments of a page, and how it will

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be around a $10,000 investment at minimum, with no
guarantee of return?

Now you can get away with a simple lead-magnet type of

conversion ad campaign, which means you can get some
pretty epic results for a fraction of the cost.

We got more than 188 sign ups with only $300 ad spend.

(A little side note here: We actually had more than 250

attendees, but since the IOS tracking changes, Facebook
weren’t able to appropriately track them, so we calculated
attendance by the numbers of times our "thank you” email
was triggered.)

Now, if done right, you should be able to convert three

percent of your attendees, which, if you ask me, is a very
good return on ad spent (ROI).

I will, of course, show you how I did this as far as the set ups
go in later chapters, so fear not, I won’t leave you hanging.

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 Herd Mentality

Herd mentality is a term I first heard from the growth-

hacking God James Shamsi. He talked about how most
people follow and copy one another, and how only a few
have the hacker mentality, which uses the herd mentality to
its advantage.

An example of this is when Reddit was first created, its own

founders started out with creating accounts and generating
fake conversations until people actually started using it.

Once understood, you can be the mastermind and alter the

perception of your product really easily. This also means
that in your workshop when people show up live to interact
with you, you can create that fun buzz that you are looking
for and entice them.

This also means, that when done right, people will engage
with you during this event, and when the buying or “booking
a call” decision is made, it is made collectively with your
influence, versus being made alone, like with any other
product launch or webinar funnel.

You literally watch your peers snag their spots, sell out those
seats, and be hyper excited about it right in front of your
eyes, which is a huge plus, especially if you want to install
fear of missing out (FOMO) or scarcity in your workshop
attendees.

Now I’m not saying you should, but you can, and this is a
huge advantage.

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 Insane Filtering

One massive advantage of a workshop launch is the filtering

process itself. When done right, you will be able to speak to
your audience through your initial post/ad and get people to
sign up through your landing page (sign-up page) and get
their details through the qualifying questions in your group
when they come to join. Through each step, you have the
power to only keep your very closest matches, if you wish
to.

This isn’t just a numbers game, guys. Quality matters. It

doesn’t matter if you have a 1000 people attending if those
people aren’t even your ideal target market. If you didn’t
know this already, it will be covered later, so you make no
mistakes there either.

Forever Grateful Tribe

The very group you use for this workshop launch can be
your go-to place. From now on, you have a tribe of highly-
filtered people who are there for you. You can show up,
engage, or even personally message them. Nothing will ever
hold you back in making as many sales as you wish to. Test
out different offers and programs—this tribe is yours and
won’t go anywhere.

I hope by now you are mega excited about how we are

going to make this workshop launch of yours be the most
epic it can possibly be. I cannot wait to show you the
process.

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Just like with other launches, this isn’t a hard one, but you
must nail each process to get to your desired outcome,
which is making sales.

For the sake of making, it simple, I came up with a three-

step framework for a successful online workshop launch. It
will have some moving pieces, but I will have your back
throughout this entire process, and then some.

Your Automated Group Funnel

Nowadays, everyone has a group on Facebook, and is trying

to grow their business that way. The thing is, a lot of
entrepreneurs pay a lot of money to grow their groups, and
this is your chance to use your workshop as an automated
group funnel.

After you have done your workshop, it can serve as a gift

which you can offer to people who join the group, and this
can very easily become your advertisement.

Your Content Creation and Program Generation Heaven

When you have managed to get someone join your online

workshop, the first thing you are going to ask in your intake
form is “what is your current biggest challenge or problem?”

Make sure you gather all this information and save it to a

separate excel file. This will, from now on, become your
content heaven. You will be turning to here for inspiration,
or even to come up with new programs that you know for a
fact that your ideal clients need

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 Chapter 3
The Three-Step Process for a Successful Workshop Launch

Things are getting heated up in here *insert fire emoji.*

Finally, the moment we have all been waiting for. I know,

you might even skip to this point in the book. Look at you,
curious kitty. Do read the previous chapters too, as they
provide some delicious insight on why the workshop launch
process is an absolute gamechanger.

I have created a simple three-step process to ensure that

when you run your online workshop, it will be a successful
one.

I want you to imagine these three steps are building blocks

on top of each other. One cannot function without the
other. I will go full-out with you and reveal the process in as
much depth as possible. I will do this because I’m a
marketing freak, but please note that any other simpler
version could potentially work as well.

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Just because you have an awesome program you want to
sell, it doesn’t mean you don’t have to also sell the
workshop itself.

In the first phase we will look at how to create an online

workshop that sells itself (I).

After that, I will show you all the possible ways to fill out
those seats, with some real-life examples that I have
personally used to promote my own workshops (II).

Once it’s done, I will teach you how important it is that

people actually show up so that you can deliver your sales
pitch and sell out your programs (III).

To give you a more comprehensive outlook, below is a

detailed diagram with the formula. The following three
chapters will now unpack each milestone in detail.

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26
 Chapter Four
Phase One: Create

“Always start creating with the end goal in mind.”

Your Offer

I wish I could tell you it’s easy, but thinking backwards

somehow comes easier to my brain than thinking forwards,
hence I don’t ever win at chess. (Good thing this is a
marketing book and not a chess guide!)

But, if your brain is anything like mine, you must first know
what you want to sell by the end of the process.

To aide you, I have created some ground rules for this

process so that you won’t make the same dumb mistakes
that I did. (I call them mistakes, but they actually served me,
because right now I know more than I did before, hence I
can tell you not to make the same mistakes.)

Rule One: Sell Something You Have Sold Before

Probably one of the biggest mistakes you can make is to

start testing programs by offering them in a workshop
launch.

Yes, by the end you will know for certain if it is working or

not, but let’s assume you aren’t an excellent salesperson,
which most of us aren’t. Maybe you even hate selling.

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(By the way, stay tuned till the very end where I’ll try to help
you to become a better salesperson.)

If this is the case, you might not want to test out a brand-
new product, as you are likely to fail, and this can have a
lasting impact on your future endeavors.

If you do decide to give it a go and you succeed, I’m happy

for you. You are truly an incredible salesperson and you can
totally skip my last chapter on sales!

Rule Two: Pre-Sell, Pre-Sell, Pre-Sell

Do you know how in real estate, agents say the most

important element of a house is “location, location,
location”? And how in investing its “diversify, diversify,
diversify”? In this case the most important element of an
offer is “pre-sell, pre-sell, pre-sell.” This is especially true if
you have not taken my advice and gone with something
innovative.

Unless you have a lot of sales behind your online course,

always pre-sell the offer itself and see if people bite.

The reason why I said go with something you have already

sold before is because it is proven to work and you know
there is a market for it. If you go down the pre-sale route, at
least you are protecting yourself from hours of work
creating a course or a program that you don’t even know if
people want.

It's hard to sell backwards if there is no substance to a

program. Even for a marketer, it is very hard to create

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demand. So, it’s important to dig deep into a program to
elevate it in a way that sells.

Validating your idea with money behind it is the way to go.

Rule Three: Price at a No-Brainer Amount

I know, I’m supposed to say you should sell something high-

ticket, like $3,000 or more. But in reality, when it comes to
pricing you want to consider how valuable your product is.

What you can also do is sell something that you think is

reasonably priced at a “no-brainer” amount. If you have
something that you have been selling for $997, slice and
dice it as much as you can. It’s better to have low sales—
especially at your first workshop—than zero sales.

Don’t be greedy. Don’t compromise yourself either, but give

something you feel good about. This likely won’t be your
first rodeo and you will go through different iterations until
you nail your workshop, and that is okay.

Alternatively, follow the 10x rule. According to this rule, the

value that you are giving in your offer has to be ten times
more than the prices people pay for it. If you are genuinely
offering something that is ten times more valuable than
what you are selling it for, you can even charge $3,000,
$5,000, $10,000, or more.

Rule Four: Paid Workshops Sell with Authority

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If you are wondering, when can you start hosting paid
workshops, it depends on your level of authority. Like I said
before, if you are in a niche market, offering an in-person
workshop means you can charge from the very beginning.

But if you are hosting your workshop online and you aren’t
an established authority figure in your space with a
following, it will be hard to sell a paid one, even If its
relatively cheap.

I would suggest waiting until you have done it three or four

times and have about a 1000 people who are willing
participants before you make them pay. If and when you
check this box, you can start charging anywhere from $97 to
$297 per seat.

Your Workshop Theme/Content

The first rule for coming up with your workshop content and
theme is to think about a clear outcome. What will people
learn when they come to your workshop?

The reason we started speaking about your core offer first is

because, logically, you need to tie your core offer to your
workshop content. I say it’s logical, but it may not be for a
lot of people.

Consider Problems You Know They Have

I know you’ve heard it said before, but know your audience.

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However, no matter how many times people say this, I still
see entrepreneurs being lazy and making assumptions. They
make assumptions about the problems people have, or they
just copy what they see others doing in their industry. Let’s
just collectively throw up from high ticket premium client
sales angles. Done? Great!

Don’t get me wrong, it does hit the vanity metric hard, and
this is literally what everyone in the coaching industry
wants.

But let me tell you, people are getting bored of it, and it
takes a special creative marketer to angle it differently, like
Dan Lok, who made a video on comparing an expensive bag
versus a normal one and spoke about perceived value.

These angles can definitely help, but to avoid falling into the
pitfalls and making another $10,000/month bullshit
workshop, please hear me out.

Do you know how I sell out my workshops so easily? I create

things that I know people want and I use my amazing
copywriting to angle it differently.

No, I’m not a professional copywriter, but good news is, you
don’t have to be one. Go read forums, join groups, do
everything in your power to find out what words they use,
and understand the core of their problems.

If you tie this to your workshop, promise to solve some of

their problems, and deliver on that, you are golden.

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Vague Shit Doesn’t Sell Unless Your Vibe Is Mystery

It really does not!

Sometimes, there is an innate mystery in your content that

sells it somehow. I can’t explain the energetics of this
phenomenon, but certainly it takes someone who is on the
super spiritual side to sign up for this kind of mysterious
vagueness.

If that is what you are selling, hooray! you can get away with
your own terms. But especially for those who dabble in the
paid ads route, you might need to be as inclusive as possible
so that your target market gets you.

So, what the hell you should teach in your workshop?

The good news, you have options.

Option One: Ten Percent of Your Existing Program

Whatever you are trying to sell at the end of your workshop,

if you pick this option, it means you will give some of the
information you would teaching in your existing program,
course, etc.

This information should be some of your ground-breaking

principles that you think really gives them something to hold
onto.

I remember when my very first coach was teaching me the

exercise of anchoring. I had to put an item that held a good

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memory in my hands, and whenever I touched it, I should
have been able to recall that memory.

I remember her teaching me this on our very first call, which

was completely free. I was sold immediately and I went
ahead and bought her program on that very call.

Don’t be afraid to give out the farm! A lot of entrepreneurs

are afraid to give out anything tangible, because they worry
there will be nothing left to teach inside of the program.

This is not true: there are always ways to go deeper, to

create step-by-steps. You should, however, keep some
content exclusive to your product. We will talk about this
shortly.

Option Two: Teach Them Information They Need to Know

In Order to Convert

A lot of the time, people teach foundational information

that helps their prospects catch up to speed. We can even
install beliefs that we wish to during our workshop.

I remember some of the gurus which installed beliefs like,

“you must spend $10,000 in order to charge that much,”
etc. These are all bullshit beliefs, but somehow when you
say them, your rational mind jumps like, Oh, that is why I
haven’t made any sales so far!

This is of course not true, because you might have not been
consistent enough, nor had enough people who have seen
your offer, but it’s much easier to explain this phenomenon

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with something supernatural than by actually doing the
work.

Anyway, we like to call this phenomenon bridge building.

In order for you to come up with your perfect bridge

building workshop, I want you to think of the following:

Now, what informational and emotional milestones does

your prospect have to go through to invest in your program?

Do we have to first let them know they can do it? Do we

need to handle some objections? Are there any particular
milestones they have to learn or overcome?

Now, let’s look at mine as an example. First, I need to teach

them about how Facebook ads are super effective and how

34
they can work for them. I can also teach them how a small
budget is enough for them to see results. And I may also
show how it looks to have someone run ads for you.

By the end, they are ready and possess all the information
they need to hire me as their media buyer. If I don’t
convince them that my method can, in fact, get them
results, this whole process would have failed.

Option Three: Teach Them Something and Offer

Implementation

This is your third way of going about your workshop

content.

This is especially useful in the service-based industry where

doing something by themselves, even though they know
how, takes a lot of time and effort.

This is where you come in. Now they know how it works,
they can hire you for the job. This isn’t hard at all, and is a
very logical step to take.

Now that we have figured out our workshop content, I want

to talk about the information that we will deliver and the
how-tos.

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The Art of Gapping

I actually love this title. Maybe this is what I should have

named the whole book. But enough with the pleasantry.
Onwards.

When it comes to the art of gapping, the reason why I

named it gapping is because you want to create hints of
informational gapping in your workshop to talk about your
program sneakily.

Ideally, you would be pitching on the middle or the last day,

but you can start talking about your program using the
gapping technique on day one.

In order to effectively explain to you what I mean by it, let

me give you a concrete example:

Let’s assume you sell copywriting in your program. What

you can teach in your workshop is how to write something
so that it sells, how important it is to write in a way that is
engaging, and how that is a complete game-changer.

Now, to smoothly transition to plug your program you can

say the following:

“This is actually what I teach in my private program called

Copywriting Mastery, where we literally bring in a copy
coach who will personally look at your marketing messages
and sales pages to tell you how to write more persuasively.”

36
You have given out information, but for the in-depth
implementation, they would have to join your program.

To do this effectively, try to think of something you can

teach that you know they will get more information on
when they join your program or work with you privately.

Try to give just enough to press on the importance and the

benefits of it, and even the negative effects of not knowing
this, and tie this into your program. It’s simple, seamless,
and effective.

Finding Balance in Your Content

It’s Not All Smoke and Mirrors

I’m sure I’m not the only one who has participated in
workshops that have not delivered what they said they
would. Big promises were made, but the presentations were
mostly smoke and mirrors, and there was not a single tip I
took home with me.

I don’t want you to go down this road. Don’t promise

something you can’t deliver and preach vagueness in your
workshop.

The number one rule should be that people aren’t stupid, so

please don’t treat them as such.

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The Information Overwhelmer

I personally have fallen into this category before. My

workshops were so complex and full of information that
people were genuinely getting overwhelmed.

This meant that they literally needed time to digest what I

told them over the three or five days, and that unfortunately
led to having no sales.

Make sure you keep the balance. Give it substance and

something people can hold onto, but don’t overwhelm
them.

We know you are smart; we get it! You don’t need to

overload people to prove it.

How Long Should It Be?

Ideally an hour. And as for how many days—it is up to you.

I’d personally go with a shorter timeframe, something that
you feel like you can commit to.

There is also no rule on how often you should do them, but

please give yourself at least ten days of promotion prior to
the workshop to make sure you spread the word accordingly
and maximize your seats.

Naming Your Workshop

This part is important, but not that important. Your tribe,

however, should know what it is all about.

38
Again, the spiritual folks are much more forgiving, but if you
aren’t working in those realms you might want to give it a
bit more thought.

What I can tell you is, I would use the good old Amazon.com
technique. Look up the top 50 books in your niche, copy
their titles, sub-titles, and taglines into an excel sheet, and
go from there. It is one of the easiest and simplest way to
come up with your workshop title. I would not do it any
other way.

Side note: While doing this, see if you can get some
inspiration from some of those books, and take a look at the
positive and negative reviews. This will help your
tremendously.

Personally, as a Facebook marketer, I have used workshop

names like: “High Converting Ad.” As you can see, this pretty
much describes what am I going to be teaching.

Try not to make it longer than three or four words. If you

can summarize it in one word, that is great.

How to Execute Your Workshop

What you need:

• A camera (or slides if you don’t want to show your face.

However, I highly recommend you do, as it helps to
create a better bond with your viewers.)
• A laptop (To execute the workshop, show your slides,
etc.)

39
• A Phone (To check if you are live in the right group.)
• A steady internet connection (It has happened to me,
and it’s not cute when you freeze.)
• Optional: External DSLR camera
• Optional: Yeti or other external microphone.

These last two are optional because they make the

experience that much better, however you can still be
successful if you don’t have them.

Ideally you will need a Facebook group first, too. It can

either be an existing one, or you can create one for this
occasion. This is very simple I’m sure you can do it.

It is very important to set the group to private and make

sure you add guides inside of the group, as this is where you
will store your replays.

When it comes to you going live, you can either cast to your
group using a third-party service like StreamYard, or if you
have Zoom Business, you can cast using that. You can look
up all of these steps online for a how-to guide, but
essentially, you need to connect your Facebook account
with your third-party software.

Lastly, please don’t forget to record it. This is massively

crucial, as you can sell the recording later or bundle several
together as a bonus in another program. Your time spent
here is massively valuable, so maximize it if you can.

40
 Before You Start Promoting

Before you start promoting, you will need to set up the

following:

Your Landing Page

For the landing page, you can do a very simple Mailchimp

sign-up form where you recap your workshop program and
let people reserve their seats. You can also use Leadpages,
ClickFunnels, Kajabi pipelines or even Zoom sign up forms.
The choice is yours.

However, if you are using a funnel or landing page builder

and you will be running ads to it, you must make sure that
your page is compliant with Facebook advertising standards.

Quick Compliance Check:

• If I’m tracking people, do I have a cookie policy pop-up?

41
• Do I have terms and conditions in the footer?
• Do I have a privacy policy in the footer?
• If I’m making income claims, do I have a disclaimer on
my website?

Perfect Landing/Opt-In Page Design

Check out the following super simple Opt-In Pages

examples:

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43
44
It can be even simpler than this, just use a simple, free
Mailchimp sign-up form that collects emails.

What to Write on Your Sign-Up Page

Again, please look at my formula to make sure you keep

filtering your messaging to your ideal target market.

When it comes to writing your headlines and selling your

workshop, please go back to your Amazon.com research—it
will help you tremendously! But, for the sake of this book,
let me teach you some copywriting hacks.

Here is a very easy and simple formula:

How to do [something audience desires] without [X].

To sell the content itself, you can go with a curiosity

formula. It goes like this:

[X] ways to do [Y].

Or combine the two:

[X] ways to do [Y] without [X].

Example: “10 ways to make $10,000/month without

ads!”

Now you can also add some more curiosity words:

[X] little known ways to do [Y].

45
 [X] easy-to-do ways to achieve [Y].

[X] secrets to achieving [Y].

[X] mistakes that you might be making with your [Y].

With these titles, you are targeting an audience problem.

No matter how you combine it, the point is to be specific

and create curiosity.

Another method is to “twist the knife.” This is one of the

ultimate pro-tips:

[X] mistakes that you are making in [industry]. Hint:

These mistakes will cost you [Y].

Example: “Ten mistakes that you are making in your

real estate business. Hint: These mistakes will cost
you 100k a year.”

In this formula, we are telling them that they are making

costly mistakes.

Now, if you are really keen to find more of these curiosity

terms, please go and study the book called How to Stop Your
Divorce, or at least look at the titles of the book’s chapters.

Some examples:

46
 “The 8 Attitudes That Prevent You from Getting What
You Want – And How To Avoid Them”

“The Most Common Reasons People Give When

They’re Leaving – And Why They’re Never The Real
Reason”

“34 Of the Most Common Situations I Hear from

People Who Call Me Every Day – And How To Handle
Them”

Again, these were quotes from the book How to Stop Your
Divorce. Go study these lines and implement them on your
own sign-up page. Make sure you take your time with
writing as many of these curious one-liners as you can.

You are going to be using them in your ads and social media
posts as well to encourage everyone to get excited about
your workshop content.

Your Thank You and “Hey, join the Group” Page

Once they have submitted their emails, you need to tell

them to join your special group on Facebook where the
training will take place. This can be something super simple
as well but adding a simple progress bar can help facilitate
your process.

You can also add a calendar reminder or use a widget to

remind people about the event, but you will be sending

47
email reminders anyway, so have no fear. Go with
something simple for now.

Your Group

Creating a Facebook group isn’t rocket science, and I have

already told you about the importance of creating a private
group and making sure you create guides as well.

The only thing I want you to do is to add some membership

questions that people must answer before they join. These
questions should serve as some further qualifiers for your
workshop.

There should not be more than three or four easy-to-answer

questions. The only super important thing here is to ask

48
them about their current struggles/problems/challenges
regarding the topic of the workshop.

These answers will serve you as a content generator,

conversation starter, or even program creator. It’s also a
mini survey which can be helpful for learning more about
them.

Your Welcome Video

Here, you can create a quick welcome video and pin it to the
top of the page. This will welcome everyone who comes to
the group, and you can also ask them to introduce
themselves in the comments. This also functions as a way to
get them excited about your workshop.

In this welcome video, you should mention:

• The exact dates and where it will take place.

• The content that you are planning to cover on each day.
• Your desired action from them, whether it’s to go live or
to introduce themselves in a comment or post in the
group.

The point is to get them engaged with you right from the
beginning!

Your Emails

Confirmation Email

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The first email that you need to write is the confirmation
email. This email is something that people will automatically
receive once they sign up. It should welcome them and tell
them the exact next steps required of them.

You can follow a very simple formula:

Subject line: Confirmation for [Name of workshop]

Hi [Name]

Welcome to the [Name of your workshop]!

I’m super excited to have you here. Please follow the

steps below to make sure your workshop experience
will be an amazing one!

Step #1: Join our private community

In order to follow the workshop live and get access to

the replays, join our private community here: [insert
link]. Please watch the welcome video to find out
more details and important information about the
workshop.

Step #2: Introduce yourself in the group

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 In order to get to know each other, I highly
encourage you to be brave and introduce yourself
through a post in the group.

I cannot wait to see you on [date of the workshop].

Dominika

Again, feel free to put your own twist to it and create your
own email styles and important steps.

Sometimes, entrepreneurs also like to create workbooks to

accompany the workshop process. If this is your jam, you
can also remind them to go and download their workbooks
as well. There are no restrictions with this one.

Reminder Emails

Reminder emails serve as a gentle reminder to your

workshop attendees about your live event. These emails
don’t have to be anything specific, besides a reminder of
you going live soon and what topics you are going to cover.

How often you should be reminding? Ideally: one week

before, three days before, one day before, four hours
before, one hour before, and again when you go live.

Now, that’s about five reminder emails in total! Again, the

content doesn’t have to be super complicated, just make
sure to elicit excitement from your attendees.

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Let me give you an example of my reminder email. As you
can see, it’s nothing special:

Replay Emails

These are the emails that you will send out once your live
streams are over. Realistically, not everyone can make it to
your workshop live, and you don’t want to neglect anyone in
the group.

A simple email containing your replay link is enough to get

people to watch your past workshops. This is also a great
occasion to get them excited for the upcoming days.

Let me show you a super simple replay email that I have

sent to give you an example:

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53
 Chapter Five
Phase Two: Promote

“If you are not feeling nauseous from the promoting, you
aren’t promoting hard enough.”

—Juliana Garcia

Now that you have taken all the steps to create the landing
group, basic functioning sign-up page, and trigger emails,
your workshop attendees are guaranteed to have the best
experience!

The next step is promotion, and there are three ways you
can promote your upcoming workshop. These are:

• Organic posts
• Paid ads
• Emails

We will be uncovering each of these promotion channels,

and I will also be providing you with some examples to make
sure you get some inspiration.

Organic Posts

When it comes to promoting your upcoming free live event,

there are essentially two routes that you can take. First is to
promote on your existing Facebook profile and profiles on

54
other social media platforms, and the other is to promote it
inside of related groups.

Don’t skip this step, otherwise you are literally leaving

money on the table! Once you run ads and pay $20 for a
lead, you will know exactly what I mean.

The difference between the two different routes is the

following: For obvious reasons, Facebook groups don’t like
shameless self-promotion, but if you are smart enough you
can create “value” posts that indirectly invite people to join
your live event.

Check out what we did for Christa who is a relationship

coach. We talked about a problem, and we also taught
people something interesting, then we invited them to the
workshop.

Posting Inside of Groups

When it comes to your organic group strategy, the first thing

you should do is find the groups! I usually like to collect
them all in an excel sheet, putting the links, the group name,
the number of members, the category, and then mark if I
have posted there or not.

You can’t hit all the groups at the same time, and there is
also a limit to how many groups you can post in at once, so
make sure you promote in a maximum of three groups per
day. Even then, diversify your posts so you don’t post the
same thing in all three groups.

55
The reason is simple: When you are lazy and post the same
thing in several groups that are all focused on a similar topic,
all the people who are members of several of the groups will
see it, as most of us tend to join several similar groups if
they are related to our niche. It can look very spammy and
you will lose some credibility.

What You Should Post

This formula is actually super easy to execute. You need to

pick a problem that you know for a fact your ideal client is
facing. Let them know they are not alone and teach them
something, and also reassure them that if they want to take
it a step further, they should join your workshop.

This is also useful because it takes some serious brain power

to read the posts, so you are filtering out people who are
unsuited and are more likely to recruit people who are
interested in your niche.

Examples of Organic Posts

Look at the post examples below. I wrote a couple of

different suggested attention-grabbing titles for posts, and I
want you to see for yourself what they looked like.

Niche: Relationship Coaching

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4 Hidden Signs Your Relationship Is in Survival Mode

57
This Is How You Bring Intimacy Back to Your Relationship
After Kids: How Feel Wanted by Him

• 3 Tips to Prioritize Each Other After Kids… Even If You

Both Work
• The Listening Gap Is Not a Gap You Want In Your
Relationship (This Gap Is Bad)
• My Partner Refuses to Communicate With Me! How Can
We Resolve Any of Our Issues?
• Spousal Mood Swings Are More Infectious Than You
Know!
• 4 Striking Differences Between Male and Female Brains
(No Wonder You Don’t Get Each Other)
• Emotional Disconnect Can Lead to Women Feeling
Unwanted and Neglected: How to Reverse It

As you can see, these were all connected to her workshop

and the kinds of problems her clients were potentially
facing. Now I want you to take a look at what I wrote for
her:

4 Signs Your Relationship Is Just Surviving!

If you are reading this, you might be wondering

whether or not these four signs are present in your
relationship. This also means that you aren’t
perfectly happy or satisfied with how things are
going. Before you read on and learn about the four
signs, let me reassure you that by the end, I’ll be
giving you a chance to reverse this, so make sure you
read till the end!

58
 #1 You can’t remember when the last time you two
had fun together was

You used to have a playful dynamic. You went on

adventures together and enjoyed each other’s
company. Now you hardly remember those times,
and even if you do go out you are both silent or on
your phones the whole time.

#2 You find yourself compromising a lot

Sure, your partner can change a diaper, especially

when you aren’t feeling well, but you get up and do it
anyway. You also find yourself with a partner who
isn’t as involved as you feel he should be, but you let
it slide because you put your kids needs as a priority.

Maybe you need some time for your work and you
wished your partner stepped up for you, but he
doesn’t, so you end up postponing your plans.
Whatever it is, you put your kids needs first, then
your partners, above your own.

#3 Your intimacy isn’t there anymore

Females are more context-driven than male. This

means that if you have had a fight, you won’t be
craving intimacy with your partner. Not only that, but
you also need to connect on an emotional level to be
intimate. If you feel your partner isn’t hearing you,
paying attention to you, or helping you out, you
won’t feel connected.

59
 #4 Your partner feels more like a roommate than a
lover

You remember clearly how times were before the

kids came. Now you are completely invested in the
everyday routine and even though you have fought
every now and then, neither of you feel that playful
closeness that you had before. You might not even
remember the last time you had fun with your
partner. You don’t feel valued, seen, or appreciated
by your partner.

Now, for those of you who feel you are indeed in a

relationship that just survives and you want to
change that, I’d personally like to invite you to my
free, three-day virtual workshop called Reconnected,
where I’m going to be teaching you what it takes to
reconnect with your partner. Comment below if you’d
like to learn more and join us!

You can also be a bit more intentional if the group rules

allow you to be. Check out my post below,:
which I posted inside of the Online Coaches and Consultants
group. It’s short and to the point, but it was massively
successful nonetheless!

60
61
Promoting on Your Profile

This is the time when you don’t have to be worried about

filtering or making sure you are compliant. You can promote
as you wish, and as you want!

Feel free to go wild and promote every day, create stories,

and go live if you are brave enough. Just make sure you
promote the living shit out of your workshop!

I also like to change my cover photo for this occasion and

put the sign-up link in my Facebook profile bio, so that it is
clear that I’m about to do something cool.

I like to give context, so please see my post below for an

example. It doesn’t have to be super fancy; it just needs to
have some easy-to-read information.

62
Check out this example of a context-based social media post
script: Again, notice how I’m tying the problem – solution
together.

‘𝙄’𝙢 𝙖 𝙢𝙚𝙢𝙗𝙚𝙧 𝙤𝙛 𝙢𝙖𝙣𝙮 𝙁𝙖𝙘𝙚𝙗𝙤𝙤𝙠 𝙖𝙙-𝙧𝙚𝙡𝙖𝙩𝙚𝙙 𝙜𝙧𝙤𝙪𝙥𝙨

𝙖𝙣𝙙 𝙗𝙚𝙡𝙞𝙚𝙫𝙚 𝙞𝙩 𝙤𝙧 𝙣𝙤𝙩..

I see entrepreneurs looking for a good course

recommendation on learning Facebook ads every day. Or
shall I say Meta ads? No, it still sounds weird let’s stick with
Facebook.

Sure, you can go on YouTube and watch tutorials hours on

end, or if you like to read you can turn to Facebook blueprint,
but the problem is, one course will probably not cover
everything, or not cover what you might be looking for, and
overall, you end up with knowledge gaps in your system.

I know it was like that for me, in fact, the very first courses I
bought on Facebook ads I paid $1000 for, was over 6 years
ago. Gosh, I’m old..

But even with that very first course, I was still knowledge
gapping big time, so I went on and on and on to other
courses when I finally got a picture I could work with. I lost

63
count on how much I spent on courses before I launched my
ad agency.

Looking back though, I wished someone just told me some

crucial basics I learned at my own expense, little nuggets like
the fact that I need to add at least two credit cards to my ad
account so Facebook would trust me more…

....and I wished someone was there to at least provide me

support when I was wtf-over my campaigns besides random
strangers from groups.

Luckily for you, I’m organizing a workshop on the very basics

so that you can start launching campaigns that work from
the get-go!

Yes, I know because honestly launching a campaign isn’t a

big deal, with some willpower you can do it too, but making
sure your campaign is actually getting results is another ball
game.

It all starts with having the right foundations and key

mindsets when it comes to Facebook ads, understanding the
algorithm, and managing your own expectations on what
budgets could lead to what outcomes.

64
ON the Agenda:

𝗗𝗮𝘆 𝟭 𝗟𝗶𝘃𝗲 𝗪𝗼𝗿𝗸𝘀𝗵𝗼𝗽 :

Key Mindsets of Facebook ads

The Essentials of Running a Great Facebook Ad (Hacks on Ad

copywriting included)

𝗗𝗮𝘆 𝟮 𝗟𝗶𝘃𝗲 𝗪𝗼𝗿𝗸𝘀𝗵𝗼𝗽 :

The Perfect Facebook Ad Funnel

The 3 types of audiences to target with your ads

𝗗𝗮𝘆 𝟯 𝗟𝗶𝘃𝗲 𝗪𝗼𝗿𝗸𝘀𝗵𝗼𝗽 :

Determining your ads budget

The Four Ad Types Everyone Should Run’

Pro tip: For maximum impact, make sure you give yourself
at least two weeks of promo time before each workshop.

65
 Paid Ads

Facebook ads are a great way to drive traffic to and get sign-
ups for your upcoming workshop. It can help you reach
people without the organic hustle, (even though I highly
suggest you don’t skip that step entirely).

As I said, this works out as a significantly cheaper method

than if you were to run webinar campaigns. But, it’s a joint
effort, and it helps you drive traffic to your workshop
automatically. In order to be successful, what you need to
nail is:

• Your campaign strategy (Selecting the right campaign

objective.)
• Your targeting (Finding the right audience to view your
ads.)
• Your messaging & creatives (Your ad’s text and images.)

Luckily for you, I can shed some light on this matter, as this
is what I do for a living. So keep reading.

Step One: Your Campaign Strategy

When it comes to selling your workshop, the campaign

strategy that you will be using is leads.

66
I will assume that you know how to create your business
manager and have a basic understanding of ads and how
they work. If you don’t, you might want to purchase my
workshop recording on this matter, called High Converting
Ads.

Leads campaigns will be your choice this time. This means

that you need to optimize the “thank you” page as the
conversion event and select “dynamic creative.”

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When it comes to execution, the image above is how it
looks.

Also, in order to set up your custom conversion, you will

need to install your Facebook pixel on your landing page.
Please Google how to do it—it varies based on your landing
page builder.

The other thing you want to make sure you set up is your
custom conversion for the event on the “thank you” page,
and in the events manager, make sure you set the priority to
leads.

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Step Two: Your Targeting

Now, this is where I’m going to leave you to experiment! But

first you need to figure out the following about your
prospects:

• Who is your ideal target market?

• How old are they?
• What kind of interests do they have?
• Are they male or female?
• Where are they located?

Don’t overthink it!

Based on this, I suggest you create at least three different

audiences to experiment with. Try to create audiences that
are different in some way. For us, it was geographical
targeting. We also used different professions.

69
For example, audience one may be freelancers, and
audience two may be coaches. These audiences have
somewhat different interests, and so we can segment them
better.

If your budget allows, you can go with one interest per

audience so you have a better understanding where your
leads are coming from.

Step Three: Your Messaging and Creatives

This is super important as well, but luckily, we will be using

dynamic creatives, which allows us to experiment with ten
different images, five different texts and headlines, and
even call to action buttons.

Now, what I want you to do is spend some time on the

creatives. After all, this is what will sell your workshop.

I personally like to get inspired by other people’s workshop

ads, but I’m a freak like that and I have a massive collection
of swipe-files at my disposal.

Here are some basic rules you need to follow to maximize

your impact:

Rule One: Your Image Should Sell

The image alone should be able to sell your workshop. We

are talking about something eye-catching that stops people
from scrolling past your ad.

70
Imagine you are brainlessly scrolling through your feed.
What catches your attention? It’s usually something funny,
or colorful, or even something that doesn’t look like an ad.

Here is a meme ad we used for our clients, which was

successful at creating leads:

Rule Two: Spy on Existing Ads

Did you know that you can actually spy on existing ads for
free? Use the Facebook ads library and enter in someone
who does a lot of workshops to see if there are some images
you can get inspired by.

You can also use a paid version of a spying tool that literally
shows you the most successful ads of all time. This is called
AdSpy. The cool thing about this tool is that you can filter

71
based on the amount of likes the ad has gotten over time, so
you only select the ones with the most engagement.

Let’s see what our good old friend Tony Robbins has going
on. This puppy was launched in July 2020 and is still running!

Try to do this for everyone who you know is running virtual

events to get inspired. You can then go on Canva and try to
recreate it as closely as you can, or at least model your ad
on some of their elements.

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You can also Google workshops to see what other people
did for their own creatives, or alternatively, hire a graphic
designer to do this job for you.

Either way, you can experiment with different images. It

doesn’t even have to be a photo of you; it can just simply be
the title and the topic of the workshop. However, it does
help to put an image of you somewhere in the corner so
people can see that you are an actual person.

Look at this example which we created for my client:

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Your Ad Copy

The first thing you need to think about is that only the first
few characters of text will be shown. If you know that, you
can make those words engaging enough so people keep
reading.

Remember, our goal isn’t to cater to everyone—our goal is

to filter out those who don’t belong to us.

With that said, try to get some inspiration from your existing
social media posts, but also make sure you address the
problem that you are solving right away.

Try to use this simple but effective framework:

This is what [desired outcome] looks like!

• [Desire]
• [Desire]
• [Desire]

You will learn:

• [A]
• [B]
• [C]

Join my awesome workshop here: [link]

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 Let me show you this puppy in action: [link]

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As you can see, it’s easy, simple, and an effective way to
filter.

If you really run out of ideas to write in your ad copy, you

can use AI copywriting tools like Jasper.ai, which will help
you get some inspiration for your ad copies.

I generally like to study my audience and make sure I start

off my copy strong. Since you will be experimenting,
however, you can try different messaging ideas and evaluate
later.

Evaluate Your Campaigns

The cool thing about dynamic creatives is that you can

experiment with different headlines, texts, and images.

After running your ads for 48 hours, you should be able to

check your results per image. It’s actually quite simple; you
just need to go on the ad page and look in the top right
corner.

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How much lead cost is normal? An average lead cost can
range from $1 to $10, but it also depends on the industry
and size of the audience.

But if your lead costs are climbing towards $20 and you see
the impressions are high, it could be that you aren’t
targeting the right audience, or that your ad copy and image
is weak.

The other thing you should be mindful of is your ad to

landing page conversion rate. This is the amount of people
who land on your sign-up page versus the percentage who
actually sign up. A healthy percentage is around 20%, and
this means you have an effective landing page.

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If this percentage is below 20%, it could mean that the page
itself is not enticing enough, or the audience isn’t your ideal
target market and they initially clicked but didn’t care
enough to sign up. Both things are fixable, and as you move
along you will get more clarity.

As of now (it might change in the future) I do campaign

audit consultations, so if you need support directly from the
source (aka me), please drop me an email here:
contact@dominikalegrand.com

Now that the shameless plug is over, I want you to have fun
with it! The reason why we combine your promotional
efforts is to make sure you get your workshop seats filled
up. If your ads don’t work, organic promotion can still be a
perfectly safe option!

Your Email Promotions

In the event that you have an email list (it doesn’t have to be
a big one), you can also use it to promote your workshop.

I’m not going to get into the minute details of copywriting

an email, but it goes something along the lines of:

Hey, I have this awesome workshop on [problem].

We will be covering [A], [B], and [C]. You should join
us here:

I know, its overly simplified, but you can alter it as much as

you like. You can also create urgency by telling them that [X]

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amount of people has joined already, and they should not
miss out.

Make sure you track the opening rates and exclude or tag
people who are already signed up, as this could become
spammy if they have already joined.

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 Chapter Six
Phase Three: Monetize Your Workshop

Show-Up Rate

Congratulations, you are very close to the finish line! Now,

you need to make sure you increase the show-up rate,
meaning that you need to concentrate your efforts towards
reminding people that you will go live soon.

Here are couple of things that can increase your show up

rate:

Create Events Inside of the Group

This is a cool way to notify everyone who is inside your

group that you are going live. They also get an instant
notification when this happens, which can drive
engagement.

Create Posts to Excite People

You can very simply create some buzz and excitement by

posting about the fact that your session is up and coming
and will happen soon.

Reminder Emails

These are also a great way to let people know that the
workshop is happening soon. Ideally, you would send them
one week, two days, one day, four hours, and one hour

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before, and then again when the session goes live. The next
time you email them after this will be with the replay link.

Now that you have maximized the number of attendees, it’s

time to move forward with the next important component:
your pitch.

Sales Pitch

In order for you to make sales at the end of your workshop,

what you need to do is, first, deliver value in your workshop,
and second, know your audience’s objections.

Listen, closing and selling isn’t something I particularly like

doing. I have never been the super outgoing, selling like
crazy, screaming my offer from the rooftop type of person.

Chances are, you are not like that either, and the slimy sales
process isn’t something that resonates with you.

The thing is, it didn’t resonate with me either. I also felt

guilty about selling the first time I had to do it. I was
extremely nervous, and somehow, I felt like I was scamming
people. I thought, here they are, sitting in on my workshop,
and I’m trying to make money from them.

But here’s the thing, they all watched my sales pitch without
getting angry at me.

This whole idea that selling is bad or that you should feel
guilty about doing it is nonsense, especially when you have
something that you are actually super excited about and
know for a fact that it works like a charm!
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In order to avoid upsetting people, the first golden rule of a
sales pitch is to deliver value before you start pitching. This
way, you have already helped people so much during your
workshop that pitching your programs or services is actually
going to be well received.

Of course, there will always be assholes, but the good news

is, they act like assholes from the beginning and you can kick
them out on day one of your workshop before you even get
to the sales pitch.

Anyone who is pressuring you to speed up with your

workshop training, stating that you need to get to the point
faster, is deserving of being kicked out. By the time you get
to your sales pitch, you will have only the nicest people in
your circle watching you.

People actually love to buy, but they hate to be sold to.

Knowing this is key. But let’s address some of your fears
when it comes to sales to help you overcome them.

How to Overcome a Fear of Closing

What if they get mad? What if they say something bad

about me?

The first rule to combat this is to deliver value first and be

friendly to people. If you are genuinely nice to people and
deliver value, they have absolutely no reason to get mad at
you, and you are only stopping yourself because you are
afraid.

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Think about it this way: do you really think that people are
going to be mad at you for trying to make a living when you
are also helping someone else?

It is going to be a bit controversial, but if you are letting fear

stop you, you are literally taking money away from your
family.

It’s worth noting that some people will get mad no matter
what. But, thankfully, by the time you pitch your offer, you
will have weeded them out already.

Also, please note that you cannot always please everyone!

And here’s the thing: haters would not buy from you
anyway.

I remember getting haters on my very first workshop.

Someone posted about the fact that I took 15 minutes to get
into the subject. Well, first of all, I came ten minutes early to
make sure all the tech stuff worked, but also no one was
obligated to watch me live! If some people were busy, they
were welcome to join for the replay.

Again, I immediately blocked and removed the haters, and

you should too. These people won’t buy from you, no
matter what. Feel pity for them—they are probably super
unhappy or jealous of you trying to make a living when they
are broke and living in their mother’s basement.

Be Honest About Your Intentions

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If you want to avoid “upsetting” people or have any fear
about how they are going to react when you pitch to them
at the end, be honest about your intentions from day one.

You can even mention this even in your welcome video by

saying, “By the end of this workshop, I’m going to make you
an offer which I’m super excited to share with you, so stay
tuned.” And of course, keep mentioning or referring to the
fact that you have something exciting for them throughout
your workshop. This way, you disarm people right from the
beginning.

The only emotion that you should have towards your offer is
excitement. If you know for a fact that it works, you should
be excited about your offer and super passionate to have
people sign up for it. If this is the case, you will be okay!

And what if they say shit about you? Well, just like I said,
there will always be haters, but this quote can shed some
light for you on the matter:

“If you want to avoid criticism, do nothing, say nothing, be

nothing.”

This means that, as long as you are out there and visible,
there will always be haters. This is part of the game, unless,
of course, you are totally invisible. But the online game
unfortunately doesn’t work without you actually showing
up.

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By understanding that no matter what you do, there will be
people who disagree, you can immediately think to yourself
that you can’t possibly please everyone, and that’s okay!

If you do make a mistake and someone brings it to your

attention, own up to it and fix it. But if they’re simply a hater
and their comments have no basis, then keep ignoring them.

What if someone says no?

It’s normal to have this fear! The bad news is, most people
are going to say no. I’m sorry to break it to you.

But remember, in this formula, your goal is to close at least

three percent of the time, Which means 97% of people will
probably say no. If you closed 50% of the time, that would
be completely unheard of in online marketing!

The other thing I want you to understand is that just

because someone says no doesn’t mean it’s going to be a
“no” forever. Some people aren’t ready to buy now, but
they might be converted later.

Sometimes, it’s not even a “no,” but they were simply not
paying attention or didn’t understand the offer. In any case,
don’t let that stop you! Keep doing what you do and use the
compound effect to your advantage.

Winning is inevitable!

Know your Prospect’s Objections Beforehand

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You have to address these before you pitch or close. You
should address them in your value presentation. If you don’t
do it, then people will be wondering about those objection
questions during your entire sales pitch.

What limiting belief is stopping them?

How To Close:
Five Important Things to Hit in Your Closing Speech

In order to make sure you are not all over the place when
you pitch your offer at the end of your workshop, here is a
simple formula that can help you structure your pitch. Using
this formula, you can create your own slides to address each
point.

As you go along you can use slides to support you, or very

simply create a recap landing page.

I will let you study the structure below:

Here's What I’ve Got

Explain your program or offer.

Here's What It Will Do for You

Explain the benefits of the offer.

Here's How It Works

Explain the structure of your program. Is it a group
program? Is it one-on-one training?

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Here’s What I Want You to Do Next
Tell them to sign up by clicking the button below or by
applying to qualify for your program.

Here’s Why It’s Safe and Smart for You to Do

This is when you talk about the guarantee. It’s up to you

how you structure your guarantee. Some people like to give
14 days, or even a 365-day guarantee.

You won’t really see a lot of refund requests, especially if

people genuinely find your offer valuable. Sometimes, it
does happen though, but these people usually search for
refunds left and right. It's okay, it’s better to give them what
they want than to have someone leaving you bad reviews!

Bonus Boosters (Optional)

If you can offer something as an add on, that’s great, but if

you have no bonuses just make sure you dissect your
original offer.

The types of bonuses you can give people include training

replays or even one-to-one support. This way, if they get
stuck, they can reach out to you or your team directly to get
help.

Make sure you let people know they need to join in a certain
time frame. It could be that your program starts in a weeks’
time, or that the discount offer only lasts for [X] number of
days. You can always include a countdown timer on your
sales page, or even in emails if you do decide to send them.

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Please note, however, that some coaches keep this window
open for a month, but this usually happens with programs
that cost $10,000 or more.

If you are selling a lower ticket, no brainer offer, you can ask
them to make a decision within a couple of days or a week
at maximum.

Here, integrity is important. If you tell them, you will raise

the prices after this time, raise prices! You can even take
down a page if you want. People do check whether or not
you did what you said you would do, and this makes you
look more legitimate.

These steps were inspired by Frank Kern, who is the

godfather of direct response marketing. If you do this right
and follow his steps, you should be okay with closing!

How to Structure Your Sales Process

Because we are talking about workshop launches,

depending on the price of your program or offer, you have a
couple of options:

Option One: Funnel Them to Apply to Your Program

When you are done pitching, you can send them a simple
type form where they can apply to your program.

If this is a high-ticket program, you can do a $500 refundable

deposit, which is optional. In the event you decide they are a

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good fit you will go ahead and process their application
further.

Or you can very simply just lead them to book a call with you
personally to check whether or not the program is for them.

A lot of the time, the fact that they need to apply and that
they might get rejected makes it feel like a university
application. This can help them take you and your program
seriously.

Option Two: Send Them a Link to Your Sales Page

First of all, do not overcomplicate it. You can get away with
sending people a payment link, or simply dropping a link in
the comments.

Now, this is also optional, but if you are selling a lower ticket
offer, you are welcome to create a sales page that’s only
purpose is to recap the offer that you have already
explained.

Let me show you an example:

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source:christacoetzee.com

90
If you do decide to create a sales page, make sure you recap
the offer with supporting images. As you can see above, it’s

91
really nothing fancy. You can even go much more
minimalistic than I did! The point is to collect payments.

Please also note that this page isn’t supposed to sell your
offer! The purpose of this page is to recap the offer while
stating the value and unlock some of the mental barriers in
the brain of someone who is 80% sold already.

When you have done your pitch right and created a no-
brainer offer, you will only need this page to collect
payments.

By the way, check out Christa Coetzee if you are looking for
an amazing relationship coach. Shoutout to Christa!

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 The Aftermath

*Insert cat walking away from explosion*

What Happens Once You Are Done Pitching?

Well, your workshop has come to an end, and it’s time to

pack up your bags and leave. Just kidding! What really
happens is, the group that you used until now becomes your
go-to place.

So, what is the next logical thing to do?

Remember when we said that we are building a tribe? Well,

this is your tribe now. Congrats!

You are armed with knowledge on them, knowledge about

their biggest challenges, and they are literally just little
asparagus seeds waiting to be grown and harvested.

(Alright, next time I’m going to pick a better and faster

growing plant for this example, but you got what I meant.)

You have, if you have done it right, a minimum of 200

individual problems, challenges, concerns, and issues that
you collected, and that means the following:

• You will probably never run out of things to posts or

talk about, as these answers will give you an
inspiration for a while.

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 • You will see some patterns coming up as far as the
biggest challenges go. (Hint, hint: your next program
is literally organically outlining itself.)
• You can harvest these answers to create your
individual outreach strategy. (You can even message
attendees about how they liked your workshop.)

Very simple, right? Yet a lot of people aren’t really proactive.

Don’t fall into that trap!

What If You Have a Successful Workshop?

Well, big congratulations, my friend, you did an excellent

job! Now, it’s time to deliver on your promise. Keep going at
it. I’m 100% sure you can double your revenue the next time
around. The thing is, the more you do it, the better you get!

What Happens If You Make Zero Sales From Your First

Workshop?

This is entirely possible, especially if this was your first time.

Why am I telling you this? Because, this was your first time
doing it, and you might not have everything right. That is
okay! So stop being a p*ssy, and try until you do get it right.

I know, I’m giving you some tough love here, but also read
on, because it’s not over yet.

It could also be that they simply need more time to build up

that connection with you. And that’s okay too!

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Let’s assume that despite your best efforts, posts, email
sequence, scarcity pitch, and individual reach outs to the
most active members to discuss their biggest objections, you
still made zero sales.

Well, that can happen. In fact, it has happened to me too!

Mind you, when I first launched my workshop, I didn’t have
all these cool strategies that you have gotten from this book.
I was a total noob. I was so anxious about pitching I barely
made any sense, and to be honest with you, I would have
not bought from myself either.

When you make zero sales, it doesn’t mean you suck and
the world is ending. It might be that you either don’t have
the right audience, or the right offer, or even a combination
of the two.

Remember, this was your very first workshop! Enjoy the

experience itself. You have reached a huge milestone
through what you have accomplished so far, and I bet it was
outside your comfort zone too!

You have done it with all your best efforts, so be happy and
grateful for that. Give yourself a good old pat on the back—
or imagine me giving you one!

I’m truly proud of you. But don’t forget, just like our friend
Jay Abraham would say, “Just because they didn’t convert
right away, it doesn’t mean they won’t convert later.”

This is very true. Not all prospective clients decide right

away. Some of them need to ripen and be exposed to your

95
awesomeness for longer before they whip out their credit
cards and are ready to buy.

In fact, I’m not a rushed decision maker either. I like to

contemplate and ruminate before I do it. Well, let me
rephrase that, I am a quick decision maker when the prices
aren’t unreasonably high, and I really want in the program.

But either way, there will be a harvest season, so please put

the instant gratification monkey back to sleep and, for the
love of God, do not stop engaging with your group and let it
die.

This is a rookie mistake I see often. Keep showing up, keep

pushing, keep creating, even if this feels like a one-sided
relationship. People can still see you!

But for those of you that are eager beavers, if you are
discontent about your workshop sales, listen up.

Here’s the thing. Remember when I said I made zero sales

with my first workshop? You know what I did make sales
with? The replays themselves! And almost instantly!

Yes, people who attended and didn’t buy into my high-ticket

offer actually went ahead and purchased my super valuable
replays.

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You know what the other cool news is? I can sell this puppy
in perpetuity. All it needs is a shiny funnel, some enticing
ads, and bam! Talking about making money while you sleep,
eh?

But why did people who didn’t buy in to my high-ticket offer

purchase a low-ticket one?

The Soap Trap

For you to understand this, I need to tell you a story.

When I was a teenager, I used to hang out at the mall after

school a lot. There was this guy working for the Dead Sea
Company who was standing around fishing for people he
could give a free soap sample too.

Problem was, it was a well-crafted trap. The minute you

took it, the sales guy in him was immediately unleashed and
you were left frozen but felt that just walking away after you
took something for free was an asshole move.

It’s for the same reason as when someone gifts you

something, you feel obligated to gift something back.
Robert. B. Cialdini, his book The Science of Influence, talks
about this phenomenon. You simply feel like you owe them
something, and this the cheapest way to say thank you.

A lot of the time, especially in a super valuable workshop,

people already feel like they owe you something for your
time spent engaging with them, and purchasing a low-ticket
offer is the least they can do for you.

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Don’t forget that some people find that holding onto some
parts of the recordings they might want to rewatch is
important to their learning process.

This was true especially in my case, as what I was teaching

literally required people to watch the recordings back. I was
showing people how to create cool Facebook ads, and those
who were unfamiliar needed to watch the replays more
than once.

One Last Thing You Absolutely Should Not Forget

Isn’t It great that I left the one last thing you absolutely
should not forget to the very end? Who knows, maybe you
are just like me and start reading books backwards! (Don’t
ask me why, it’s a weird habit of mine.)

But what you must not forget is your email list! That is right,
not only you can you not neglect your newfound tribe, but
you must also not neglect emailing them about stuff either.

What Should I Email About and How Frequently?

Well, you should email about your offers, and preferably

every day. Yes, you heard that right, email has one purpose
and one purpose only—making offers and selling stuff!

If you have something to say about your upcoming projects

that can benefit them, you can mention this, but you should
look at making an offer at the end either way. Keep giving
and throwing offers at them, preferably every day.

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If you can’t keep up, do as Frank Kern did. He literally
emailed the same offer sequence, with the exact same
headline, twice a month for six months straight! Yup, he was
so lazy he didn’t even change anything in the content either.
He also made $200,000 with that, which shows to you that
email offers work!

So, what you can do is create seven-day sequences with two

offers. (You can do this with more than two offers if you
have them.)

Here’s how you would organize them:

• Offer one: First week of the month (seven days, with

urgency).
• Offer two: Second week of the month (seven days,
with urgency).
• Offer one: Third week of the month (seven days,
with urgency).
• Offer two: Fourth week of the month (seven days,
with urgency).

You got the picture, right? Now keep doing this and I
guarantee you will see results.

That’s awesome, Domi, but what if they get mad?

Listen, we all get a ton of emails every single day. If I’m

super, mega annoyed, I can always unsubscribe, but I can’t
possibly track if I was sent the same one week after week,
because it gets lost with all of the rest.

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Also, if they get mad because you are making them cool
offers that can genuinely help them, they were never your
ideal audience and it’s actually good they weed themselves
out.

Please don’t neglect this part, is massively important! Make

offers, every single day. Don’t ever stop selling you never
know what the turning point will be.

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Dear friend,

Congrats, you’ve just finished this book. I really hope the

information here was useful for you and I cannot wait to see
you crush it with your own online workshops.

Go, take action now! You have just acquired a knowledge

that is worth over $100,000. Woah, your brain must be on
fire right now!

Please don’t forget, you can do as many workshops as you

want. Try different angles, and the more you do it, the
better you get! This can truly be such a cash boost and the
most rapid-paced authority building that you can possibly
imagine.

I’m truly honored that you chose to give me your undivided

attention. Good luck on your growth journey!

Drop me an email if you need my personal help with

growing your business, or even organizing a whole
workshop launch for you. I would love to help. Don’t spam
me though—this is my personal email for your eyes only.

Thank you!

Dominika Legrand

Contact@dominikalegrand.com

P.S.: If you liked this book, I’d love if you could give me a
good review on Amazon.

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P.P.S.: For real, this is my first book so show me some love!

P.P.P.S.: Don’t forget, drive over fear, and progress over

perfection. Good luck!

For all the images, more visible screenshots used in this

group please visit the resource center at
www.dominikalegrand.com/book

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