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How to Boost Your Wellness Business with Easy Workshop Tips

wellness-entrepreneur-leading-a-successful-workshop

Grow Your Wellness Business with the Six-Figure Workshop System

Hi there, wellness entrepreneur. Welcome back! Today’s blog is part Of The Six-Figure Workshop Series, all things that you want to know about creating a workshop system in your business to grow your audience, grow your email list and convert to paying wellness clients.

This is the system I personally use to grow two six-figure plus businesses. I first started utilizing the system with my brick-and-mortar physical therapy, yoga, wellness cash-based brick-and-mortar practice. I use workshops in person, in studios, and some online.

Then when I was transitioning to an online business, I used online master classes, webinars and workshops to grow my six-figure-plus online business as well.

How Can This Workshop System Help You Grow

This six-figure workshop system can be used to help you grow an online business from the start or if you want to transition your brick-and-mortar to more online services to free up time or if you’re feeling maxed out, if you’re a bodyworker and you’re like, “There’s only so many sessions I can do in a day and a month, and I want to bring in more profit and revenue.”

Workshop is a great way to transition online and start to bring in clients immediately. Plus, when you become a master in delivering workshops, you will also streamline knowledge you’ve gained through the years of acquiring certifications, going to trainings, acquiring degrees and so much more.  All this information can be utilized in workshops so you shine as the expert at what you do and how no one else can deliver that combination of knowledge and expertise because no one else has your experience and your expertise combining all that knowledge through the years.

Enjoy this Six-Figure Workshop Series!

Introduction

Today we’re going to talk about the Six-Figure Workshop System and specifically, we’re talking about structuring for both values, so you’re delivering value in your workshops as well as conversions because this is what’s really going to maximize your time.

So when you take the time to plan out your workshop, take the time to market the workshop, get people in the room, deliver it, have that energy output that you actually not only are getting paid for your workshop because yes, I’ve made 600,  few hundred up to a thousand dollars in two hours teaching my workshops,  but you’re also signing those high-ticket wellness clients so you’re going from just receiving a thousand dollars which is awesome, but now you have the potential to hit ten thousand dollars from your workshops.

How To Get Your Workshop Attendees Sign for Your Ethical High-Ticket Offer

It’s a big difference and how you’re able to do that is both structuring the content in your workshops for both value and both for conversions so the simplest best next step for your workshop attendees is to work with you in your ethical high-ticket wellness offer so that’s what we’re talking about today.

In the six-figure workshop system that I teach my clients, I teach them to first decide on a popular topic, a topic that will bring people in the door, it piques their interest, they want that topic, problems on that topic solved. So think about that for yourself right now. Think about the niche and your ideal client of who you help and what their main problems are or when you’re on Instagram or just having conversations with your ideal clients, what problems do you here talked about most frequently? Where are people really looking for help with most commonly?

So for example when I had my brick-and-mortar wellness, physical therapy, massage and yoga clinic, often I heard about back pain, I heard about sciatica, in fact, that was one of my most popular workshops and sometimes I did it as a low back pain workshop, sometimes I had sciatica specifically, sometimes I had disc issues specifically, but I toyed around and played with the topic of low back pain in several different ways and it always did well. 

Another popular topic was neck and upper back and shoulder pain. Another popular topic was core strengthening. So I had a handful of popular topics that I know people were looking for the answers for and on occasion I would try a new topic that maybe wasn’t as popular but I wouldn’t have the expectation or I wouldn’t be relying on that particular workshop to bring in new followers and new clients at that time because I was testing out a new topic.

So for you right now, what does your ideal client struggle with most commonly and what type of workshop can you teach on that topic? So the title can be broad. Heal Your Low Back Pain, Heal Your Sciatica, for example, but in your workshop, you will be teaching some very specific strategies and techniques or tools or modalities that will separate you from other practitioners doing a similar thing. So you just want your topic to be popular. Your title can be broader but keep it result-oriented. What will they achieve following your workshop? 

The Main Driver To Converting Attendees In Becoming A High-Ticket Paying Client

Now here’s your bread and butter in what will help to convert those appropriate attendees of your workshop into becoming a high-ticket paying client and that is both utilizing an uncommon wellness strategy that you will teach within the workshop, as well as combining all your modalities so that the attendee both hears about an untraditional intervention as well as they gain the understanding of how you’re the expert in this combination of modalities.

So let’s break that down. What the heck am I talking about?!

When I taught the Heal Your Low Back Pain Workshop, often people came to me thinking that they needed core exercises, they needed specific stretches for their back, and I wanted to meet them where they were at. I wanted to give them what they felt that they needed and so when they paid, they got what they came for. I wanted to surprise and delight them with some unusual techniques and interventions that they possibly haven’t tried before, they haven’t seen on YouTube, and it was a quick win so they could feel a difference in their body in that workshop, but also I wanted to highlight all my combination of certifications and modalities that I knew so they understood that that one unusual strategy that they learned in the workshop was just the beginning. It was just the tip of the iceberg in terms of things that they could do to heal their back pain. 

People Also Read: Working from Home with Low Back Pain? Don’t Fear! Here’s what to do.

So when an attendee came, I often gave a brief 10 to 15 or sometimes 20-minute introduction upon why yes, they do need the traditional strengthening and mobility and physical components of healing back pain, but I also gave them information into other modalities and certifications that I was certified and knowledgeable in such as working with the nervous system through breath work and meditation and other various nervous system techniques to decrease stress and tension underlying in the body.

So I was highlighting the philosophy. One of my core philosophies and structures, that physical strengthening and physical stretching alone won’t heal back pain. It’s the missing key, the missing ingredient that’s not talked about on YouTube, that’s not done in the traditional therapy clinic and I showed some examples of this. I showed some client examples, I brought in my own healing examples of how I personally came about this philosophy and modality so no one else could teach it the way I did because no one had my personal experience of healing my scoliosis and sciatica through physical therapy, through massage, through nervous system work and also using the yoga wall and other various traction modalities and techniques that were more yoga-based instead of physical therapy-based. 

So for example, I highlighted how a traction table in the physical therapy clinic was more passive where someone just lied on this table and had a belt strapped to them and then the table was hooked to a machine where it would pull the pelvis utilizing the belt that was essentially tight around the waist and it would pull and create space in the spine. Sounds really uncomfortable and unpleasant right? And a lot of people didn’t really like it and they really questioned whether it would work or not. So I highlighted how the yoga wall for example and other modalities using more yoga-based, yoga therapy interventions with straps could cause more efficient traction because it was more and how the passive traction was utilized and needed at times and there was way to get that passive traction on the yoga wall that was much more efficient and I explained why.

So in a workshop I would each actually teach them a traction technique utilizing two straps that I would say 95% of people to 99% of people who attended my workshops, if it was their time in the workshop because I had many people repeat my workshops again and again, had never seen this technique done before and they just loved it. People just raved about it and it was a take home that they could implement right away and it really left them wanting more.

Must Read: Help Your Clients Heal Holistically

How I Structure My Workshops

So how I structured my workshops is I would give that introduction of why this untraditional methodology was really required and needed, how it was missing length and a little background about it. I also gave them what they want.

So I would start with some of the more traditional core strengthening or stretches. Then we might get into some nervous system techniques such as breath work and meditation which would allow the body to relax and be more receptive to the traction based, unusual traction based techniques that would kind of surprise and delight them. And while I was talking about the work, I was also telling my own story as well as client success stories in the workshop.

These were all layered in and when I would layer in these success stories it would break up my tendency to fire hose my audience with just technique after technique after technique or knowledge after knowledge after knowledge.

Less Is More In Workshops

Because here’s the truth: people coming to my workshops if they received a whole bunch of exercises that they now had to go implement on their own sometimes they would leave feeling overwhelmed not knowing which was most important for them, not knowing or not feeling like they had time to do it all, so they would just scrap it all or not knowing where to start so again they would just scrap it all or they would just leave feeling so overwhelmed that they would put it to the side to get to later and never returned back to it.

So I learned from failing a lot that less is more in workshops and I know this is a common tendency for a lot of people who teach workshops that you just want to fire hose your audience with a ton of information because you have a ton of information and you know that you could help them. You have to remind yourself that less is more when they have those maybe three takeaways or exercises, they’ll be more likely to implement them and get those wins so they do come back to you wanting more.

Common reasons why I really feel that if your workshops aren’t converting to those high-ticket wellness clients it’s because you did give away too much knowledge, you just fire hose them and they felt overwhelmed not knowing where to start or not feeling like they have enough time to all these critical ideas that you gave them so then your systems won’t work for them or it’s too complex, it’s too hard, or oftentimes it could be the reverse of that situation where your workshop was just filled with common knowledge, it was just filled with information that they can get on YouTube, that they’ve heard before, that they’ve seen before, they weren’t blown away by the knowledge that you delivered, so why would they see you versus anyone else, if they can just get that information on YouTube?

So that didn’t leave them wanting more or wanting to work with you specifically or your workshop could have been not what they wanted to hear like I said when I did my workshop I would meet them where they were at, I would give some core strengthening, I would give some traditional exercises because that’s what they felt that a lot of the times that their body really needed, so you need to meet them where they’re at and yes surprise and delight them with your philosophies your values, your uncommon strategies, but also give them a little bit of what they want as well.

Also Read: The Six-Figure Workshop System for Wellness /Entrepreneurs 

Why Your Workshop Attendees Aren’t Converting to Paying Clients

Another reason why workshops don’t convert is kind of the obvious is that there was no pitch at all. Maybe just at the end you say, “Come talk to me if you want to learn more,” or your pitch was not clear or specific. It was too general, they didn’t understand what they would achieve if they were to take that next step to work with you one to one.

So what do I mean here? Maybe you said, “Come work with me to thrive in your body, to feel better, to improve your wellness,” more general statements like that. Instead of saying like, “Fix your sciatica issue,” following up on the topic that you taught about and being specific, clear, and confident in your offer to audience.

And another reason why your workshop might not have converted is because you didn’t share your personal transformation story. You didn’t compel them to give them examples as to how the information that you’re teaching them actually works.

So for social proof, for example, of both your transformational story and your client’s transformational stories, sprinkling those in in the workshop yes, takes time, but remember it’s going to stop you and prevent you from firehosing your audience with too much information and people love stories. Stories are what they remember, stories are what compels, stories are what sucks them in. So when you tell a story, remember that is part of the value because they’re going to have an easier time remembering what they taught you because they’ll remember the stories, they’ll remember the specific examples you gave of your story or your client’s stories.

Must Read: The Ultimate Guide to Creating and Selling Your Online Wellness Program

Now if you’re thinking, “Well I don’t have permission to share my client’s stories or some of my clients won’t want to share specific details of your life,” then you don’t have to share a client name. You don’t have to get into a lot of the gritty details of your client’s stories. Share some general examples or share just a sneak peek of one of the success stories relating to the topic that you’re teaching about or relating to the specific exercise that you’re talking about.

So for example, I have a lot of stories using the yoga wall where clients felt like they had tried everything: traction tables and version tables, they had at home, they’ve tried all sorts of things and then they would come hang out on the yoga wall and they would start to feel better quickly. I had a dozen, more than a dozen, I had a lot of stories about this and I could pull from each of those stories depending on who was in my audience. If it was a busy mom, I would talk about one of my busy mom client stories or in that case too, that I had a lot of busy moms with migraines and headaches and I had some specific traction techniques for the neck and the head and massaging that would help to reduce the frequency and the intensity of migraines.

So I would tell stories of that. I would say, “Yes, if you don’t have a lot of time, if you have a lot of children, if you have animals that are crawling all over you when you got on the floor, don’t worry, this won’t take a lot of time. Takes five to ten minutes and it gets you this and this result.”

So I was working within their life. I wasn’t saying that it was hard or complex and I said, “When my client so-and-so when she started working with me, she was experiencing multiple migraines a week which really debilitating her life and then we implemented this technique and her frequency reduced to now just being only stuck in bed one day a week versus many days a week.”

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And so through that story, I didn’t have to say a name, I didn’t have to give any specific details of that client’s life. I just gave an example of the success. I gave an example of that.

Now some of my old past patients as you know are right on my podcast. If you scroll down to the first 50 or so episodes, you’ll see and hear some of my patient stories of how they shared healing of in their own body and so in that case, I would include some maybe specific names and I would even say like, “If you can hear more details about the story on the podcast with so-and-so so.” You can be as specific as you need or want to be or as you’re able to be especially when you’re starting out. If you want to be more general, that’s fine. It will work okay.

How To Structure Your Workshop So You Don’t End Up Fire Hosing Your Workshop Attendees

So let’s come back to fire hosing your audience with information and really structuring your workshop so it is simple.

So think of that topic that you want to teach upon. Think about the traditional methodologies that maybe you do want to teach and meet them where they’re at and then think of an uncommon strategy or a couple uncommon strategies that you do want to teach them that pairs well with your own life story as well as your philosophies and your beliefs. Think about how you’ll explain the importance of this, the benefits of this, think about the reservation or objections people might have with this technique and how you might address those objections or reservations so they leave the workshop actually implementing it into their life because they understand the importance of it and they understand how to get around the obstacle, speak to the specific results.

These techniques can obtain as well leave ample time for Q and A and conversations. In the beginning, when I first taught workshops, I would have outlines and bullets and they were pages and pages long and I would try to cram it all in and I’d always be talking fast and it was really difficult for people to understand again what was relevant, what were the key takeaways, what they should implement right now, and I’m sure some of them kind of dozed off or got bored just by all the information.

Must Read: Sciatica & Low Back Workshop

Whereas, if I learned how to pace myself and slow myself down and teach a technique and have the audience actually workshop it, for example with some of my traction techniques, especially the ones that required two straps because there weren’t a lot of straps to go around for the audience, I would pair people up in in teams of two, three, or four depending on the size of the audience and have them try the technique together and often this brought community to the room where people could meet each other, get to learn each other about what’s going on in their life. Often they were sharing the same struggle because of the topic I was teaching on, whether it was scoliosis or sciatica for example, they could hear each other’s stories, they could give each other feedback, “Oh i tried this,” or, “Try this with the strap. I’ve been to Alison’s workshop before, I found that this works really well with for me.”

It created a sense of community and people really got to experience a lot in their bodies and sometimes they would hear about success stories of people having wins where they would create shortcuts on how to implement the technique easier into their lives or for their bodies.

So many benefits to this slowing down and creating the space and time for these conversations and for people to actually really workshop what you were teaching and then after they workshopped an area or an exercise or a technique or a philosophy where they would, I did this for journaling too sometimes in the beginning, I would have them think about things self-coach and answer questions about to create awareness of what’s going on for their body, for their health. So it doesn’t have to be a physical exercise modality. It can also be mindset or nervous system or breath techniques or a visualization. You can lead them through a guided meditation and then ask questions and have the audience members share their experiences right there in the moment, talk about wins. I would ask all kinds of questions.

I would start off after we workshopped an area, I would say, “Okay what questions do we have,” and then if there was silence, I would say, “Okay tell me what were some experiences you guys have, what did you feel in your body?” So I would have a list of questions prepared to start the conversation and gradually, eventually, someone would speak out or raise their hand and a conversation would start and then sometimes a conversation would lead to more questions and in a workshop, that often can be where the gold is and often too because who shows up for your workshop to workshop, you can teach the same topic but the workshop will be different every time you teach it based upon these conversations and based upon the questions that are asked. So it’s so important to leave ample time for this.

People Also Read: Telehealth Physical Therapy: Just as Effective as In-Person Visits

Your Uncommon Strategy Or Philosophy Should Not Be Too Complex

Now when you’re teaching your uncommon strategy or philosophy, you want to make sure it’s not too complex. Here’s another area where I feel myself and the wellness entrepreneur really gets hung up because you do have a lot of modalities and certifications and degrees and knowledge and trainings. You want to combine them so they do become your specific framework, your signature modality, your signature methodology, and you want to keep that as simple as possible otherwise they’ll feel that that’s too many steps or too complicated for them to implement in their lives.

So for example, I did have some clients of mine who would actually install a yoga wall in their home. However, I wouldn’t teach a workshop based solely on the yoga wall because the majority of people just didn’t have either the financial resources or space in their home or the wherewithal to install the yoga wall and then actually seek out trainings which you know were often delivered one-to-one through me for a few times so they could actually learn the yoga wall enough for their body and have their own specific sequence. So if I brought the yoga wall into my workshop, I might teach one or two techniques but then also I made sure I had a simple traction technique, I could teach those so they could have a takeaway, have a win and bring it home that wasn’t too complex or it didn’t require a lot of money or time.

And thinking about your methodology of what you teach maybe it’s combining TRX with strength and mobility for example, so a client can achieve a specific result or maybe it’s combining lifting heavy and crossfit for the postpartum mom or maybe it’s becoming more intimate with your cycle to help optimize your hormones and energy levels.

Think about this for a moment. What do you really excel in? What can you teach that no one else teaches the way that you do because of your expertise, because of your life experiences, and then bring that into the workshop and what is what just one small win or one simple technique that they implement into their lives that maybe they haven’t heard or seen or done before but could be a quick win for them where they experience it right there a change, a shift, and then they can repeat it and get that same result at home?

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What could it be for you and sometimes this really stretches the brain. It really causes you to think you have to carve out time to think about that and think about your story, think about how you got to where you are, think about, “Okay how can I teach this to others, and what is the simplest way and how could I teach this so it doesn’t take a lot of time for them?” It’s truly what’s going to leave them wanting more and deliver so much value to them because yes you cannot have a clear pitch and still get clients.

People Also Read: Joe Clarke’s Path to Loving Marketing and Growing His Wellness Biz 

Conclusion

I would say the majority of my workshops especially in the beginning, I didn’t have a clear pitch. I didn’t even seed my own story or client stories. I kind of messed it up in all the ways that I mentioned but I still got clients from it. I still grew a six-figure business.

So just know you don’t have to be perfect in your pitch or seeding in those stories. If audience does feel like they got value, if they experienced a shift, if they experienced a win, that will leave them wanting more especially when you’re talking about your unique philosophies and uncommon strategies they’ll be like, “Huh I wonder what else she has? I think she could really help me because I haven’t experienced or seen this before,” or, “This is from an entirely different perspective, this is probably what I need, this is probably what was missing and all the other treatment interventions that I tried.” And that’s why they’ll come up to you after your workshop and say, “Hey I need to work with you more. How do I do that?”

And then that can lead to the next conversation so just to summarize here, you want to start with your popular topic. You definitely want to market your workshop to get it filled and then in your workshop sequence, yes, you do want to meet them where they’re at and explain the benefits and the results of the specific modalities and you’re going to be teaching in the workshop and surprise and delight them with uncommon wellness strategies utilizing all your certifications modalities and trainings so that they’re left wanting more.

It can be that simple! Enjoy and have so much fun in your workshops!

MUST VISIT LINKS 

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Author

Alison McLean

"I help the Entrepreneur reduce stress and live a more fulfilled and balanced life."
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