If you are currently hosting workshops or want to add events to your marketing arsenal, be sure to pick up a copy of Callan Rush’s new book, Wealth Through Workshops. You can get it free for a limited time right now.
You may be wondering why in the world I would promote a book about the business of workshops that is not written by me, but by someone who is clearly in the same business as I am?
There are several reasons, and there is plenty of fodder in it for a future blog posts. However, suffice it to say that I operate my business with my audience in mind. And I know my audience consists of coaches, consultants, and other experts who are ready to start hosting their own successful workshops.
I can teach a whole bunch of stuff about workshops (and I do), but sometimes an additional voice or a different approach is what you need.
Callan has a different voice. She has years of experience hosting her own workshops and she generously shares how she created a million dollar business doing it.
In Wealth Through Workshops, she divides the business of workshops in three separate skill sets, which she calls the 3 M’s.
Magnetize Your Audience
The first section, Magnetize Your Audience is all about filling your events. Callan goes into detail about Education Based Marketing, which is how you build trust with your potential audience. Trust is important, because no one is going to spend several days and hundreds (or thousands) of dollars with you unless they are sure that you can deliver the solution to their problem. Education Based Marketing does exactly that.
Mesmerize Your Audience
The second M in Callan’s book is Mesmerize Your Audience. I love this portion, because this is where Callan draws on her years of standing on stage and delivering workshops. She has included some great tips on how to design a powerful program that educates, entertains and engages.
I also love the way she explains the different ways people learn and how they are “smart”. That way you can design a curriculum and format where everyone will be able to learn and absorb the material. In addition, you audience will love the variety of ways to learn.
Monetize Your Audience
The final M in the book is Monetize Your Audience. Let’s face it; if your events are not making money, you will not be in business for long. Unless you have someone supporting your lifestyle, your business needs to make money. While I am a big proponent of having multiple revenue streams for your event, Callan focuses on your offer.
However, she does a great job in describing how to present your offer for maximum conversion. I especially love the way she emphasizes that it is more about the audience than on what you want to sell. I completely agree with her. Your event, including your offer, has to be about your audience first, next and always.
Callan Rush’s Wealth Through Workshops is a meaty book with great information on how to market, design and make money with your events. I highly recommend you pick it up right now, while you can get it for free! If you are hosting your own workshops, seminars, retreats and other learning events, you will surely pick up some great nuggets that will make your next event more profitable.