[Part Two] Why Your First Product Should Be a Micro Workshop
The mechanics for creating a high-converting, and high ROI micro workshop.
Personal note:
This issue is about the HOW of creating a micro workshop. It forms part of our Tech Tuesdays edition.
Last week, I spoke about the WHY for a micro workshop, including why it should be the first product you develop (see here). If you have not read that issue, please do so now. I will be using several ideas from that post in this issue.
Also, I want to give credit to the folks over at Wake Up to Freedom whose workshop methodology I have used and adapted for the Impact Generation. They are the true experts on the subject and I give them my highest recommendation.
Introduction
A micro workshop is the first product we recommend for you as a sovereign creator. We like them because they are low-tech, and low-stress, and they allow you to test offers quickly.
A micro workshops also represents one of the simplest and most direct ways to serve and make an impact on your audience.
Here are the high level mechanics for creating a micro workshop with a big ROI:
Pick the hottest topic for your audience
Validate your idea with your audience(s)
Decide on the date / price / title for your micro workshop
Configure your simple tech
Your simple promotion strategy
Preparing your micro workshop presentation
Going live with your micro workshop
Your simple follow-up strategy
IMPORTANT: You should aim for completing these tasks in 7-10 days. The goal is not to spend months on this project.
Thus, from the day you validate your idea until you go live, you should schedule one day to complete each task. The exception is the promotion which begins on day four and continues until you go live.
Pick the hottest topic for your audience
The hottest topic for your audience members is where you solve an acute micro problem they are experiencing.
The easiest way to identify a micro problem is to break down your signature solution into three phases, then break down each phase into three steps.
Afterward, take one of those steps and write down the tasks / knowledge needed to complete that step. Write these down as micro problems to solve in the form of questions.
Here’s an example from Phase 3 (Conversion) of our business builder’s roadmap. Step 8 is our broadcast strategy in which we help our peeps craft compelling emails that convert subscribers into customers.
Here are the micro problems we solve with this step in the form of questions:
What is the frequency and timing of emails?
How do I generate ideas for compelling e-mails?
What types of emails should I send?
How can I ensure the highest deliverability for my e-mails?
What is the structure of a compelling and high-converting e-mail?
Looking over this list, #5 looks promising as potential topics. Here, you will use your judgment and experience and the deep research you have done on your audience.
Write out as many micro problems as you can, then choose a topic that provides a satisfying micro win for your tribe. The topic should make your audience perk up and take notice.
Validate your idea with your audience(s)
After you’ve chosen a topic, your next step is to validate the idea with your audiences. These include your audiences on social media or your list of subscribers. If you have neither, you can reach out manually via DM to people who represent your ideal audience.
Validation is straightforward.
Create a post (or send an e-mail / DM) with any of these prompts.
I am considering doing a workshop on how to do [this thing]. It would be about an hour and at this [price]. Comment below if you are interested.
I just achieved [this goal, win or transformation] in my business. Would you be interested in a quick workshop where I break down the process to achieve [this goal, win, transformation]? It would be [price]. DM me if this is of interest.
We state the price up front as a filter. You want folks to raise their hand knowing that it is a paid workshop.
Communicate with those who raise their hand. Thank them and let them know you’ll send out the details soon. You can also solicit questions on the topic so as to cover them in the workshop.
Two further observations:
#1 - You should be authentic in this exchange. If you have built a good relationship with your audience, you won’t need the hard sell that is typical of traditional marketing.
#2 - You decide what is a positive response. Even a workshop with five participants will give you invaluable experience and allow you to begin cultivating true fans.
Decide on the date / price / title for your micro workshop
If you receive a positive response, choose a date for your workshop no later than 7-10 days after validation. You don’t want to lose momentum.
Afterward, complete these steps:
Choose a price that feels like an impulse buy for your audience. I have seen micro workshops priced from $7 - $97 depending on the topic and the expert.
Create a short title for your workshop. For example, The anatomy of a compelling and high-converting e-mail.
Publish another post / send another e-mail or DM the day after validation. Let your audiences know about the workshop and that a registration page is forthcoming. Include a teaser on the content of the workshop to generate more interest.
Configure your simple tech
A micro workshop is low-tech and requires the few digital assets. Here are the tasks to complete and the programs we recommend. Feel free to substitute what you already use:
Create a Zoom event for your workshop with a registration link. (Pro Tip: Set the event to record automatically so you don’t forget on the day of the workshop.)
Create a Paypal button for your workshop.
Create a simple sales page (in Google Sheets even) and include the Paypal link
The sales page includes:
The name of your workshop
Three strategies / principles / ideas your audience will learn by participating
Details on the date and time.
How to register for the event (including Paypal button link)
Any brand identification (logo, website, etc.)
(Optional) Additional principles you will teach
You can see an example of a simple sales page here. If you click on the Paypal link inside, you can see how I configured the button.
NOTE: This was a previous educational brand I owned which I have since discontinued.
Finally, do not overcomplicate this part.
Do not waste hours / days on setting up fancy software and sales pages. All of that is secondary and often masks the real culprits: fear or procrastination.
It’s vitally important that you get your ideas out as quickly as possible and iterate later.
Ultimately, what matters is 1) the trust your audience has in you and your expertise, and 2) whether the problem you solve is acute enough for your audience to take action.
Your simple promotion strategy
Once you have your tech ready, send an email to everyone who commented or replied to your post. Share your excitement and provide the link to your sales page. You will need to repeat this process for any new signups leading up to your workshop.
If you have an autoresponder, you can program an automatic e-mail to go out with the Zoom details. Otherwise, you will need to e-mail these details manually to each person.
For promotion, here is the simple strategy. Over the next three days create one post or email per day with any of the following elements:
Share one strategy / tactic / principle that you’ll be covering in the workshop and how that will benefit your participants.
Share a testimonial or a result you have achieved with the concepts in the workshop.
After you have prepared an outline (see next step), send an image of the first page to generate more interest.
Include a link to your sales page to let people know where they can sign up.
Preparing your micro workshop presentation
Two days prior to your workshop, begin preparing an outline of your presentation including a slide deck.
Here again, do not stress or overcomplicate the process. Below is a simple outline that will help you organize your thoughts, and provide the template for your slides:
Introduction to your workshop - This is where you welcome everyone, state the topic of the workshop, and the benefit / solution / transformation your participants can expect.
Introduce yourself and your credentials, and a quick story of how this topic has been helpful for you or your clients. This should be very brief.
Highlight the 3-5 action steps you will cover in your presentation. This will provide a roadmap for your participants.
The majority of your presentation should be the action steps that are required to solve the acute problem you have highlighted. Thus, for each action step, explain the idea, explain how to use it, then show examples to illustrate the action step.
SUPER DUPER CRITICAL: Do not go into theory or long explanations. You want folks to come away with actionable tasks that will provide a micro win.
Review and summarize the action steps. Provide links to additional resources that will help your peeps take action.
Finally, share how your participants can get further training or help from you. The easiest way is to mention the next problem your audience would want to solve AFTER the workshop. For example, for the email workshop, I could mention trainings on creating a conversational magnet or a lead gen chatbot.
Creating Your Slide Deck
Now, take your outline and create the following slides:
Title of the workshop
Introduction to the workshop with promise of outcome
Self-introduction with personal story
Overview of action steps
For every action step create four slides: Action step title, definition, how-to, illustration / example
Review and summary with link to resources
Further training
Q & A inviting questions
Do not spend an inordinate amount of time on graphics, colors, templates, and the usual secondary considerations. Folks are coming to hear you, not be impressed by your visual design.
Quickly run through your presentation and slides. Practice sharing your screen, and ensure that your camera and microphone are working properly.
Finally, don’t forget to keep promoting your workshop via social media posts and e-mails. Also, don’t be afraid to reach out manually to folks that might be interested in the topic.
Going live with your workshop
On the day of your workshop, send a final e-mail a few hours before the start. Include the date and time, Zoom details, and a reminder of the benefits for attending.
To go live, complete the following steps:
About 15 minutes before the workshop, setup your presentation space. Make sure you have plenty of light. Position your camera at eye level (see diagram above). Place your notes where you can see easily see them. Launch your presentation and leave it open in the background.
About 10 minutes before you presentation, launch your Zoom session. This will begin the recording which you will later edit. If you forgot to set automatic recording, click record now. Turn off your microphone and video on Zoom.
PRO TIP: Change the Zoom view to Gallery. Then pin your video. This will allow you to see the participants, but keep them out of the recording.
Welcome everyone who joins early.
Begin your workshop on time. Do not wait for stragglers. Respect the participants who showed up promptly.
For a brief minute (without switching to your slide deck) welcome everyone to the workshop. Be natural, smile and show enthusiasm. Make folks feel comfortable.
Explain the logistic of the workshop. Tell folks you want to spend the maximum amount of time on the content so they should write down their questions. Inform them of the Q & A session at the end, and the fact that the workshop is being recorded and will be available a day or so after the workshop.
Start sharing your screen with the presentation and move through your slide deck. Try to look directly at the camera and not at your slides. Over time, this will become more natural.
When you are done with the content, make sure you have shared how folks can get additional training and help from you.
Announce the Q & A time and give folks the option to leave. Then, open it up for questions and make sure to document them so you can improve your training or next workshop.
Your simple follow-up strategy
After the workshop (max one day), follow these steps:
Edit the video to remove the first part of the recording. That is where I would stop editing. Making a video perfect can take hours of your time. It is not necessary. You gave a live presentation, so it should feel authentic and dynamic.
Store the video in Google Drive, Dropbox, or a video hosting platform you already use and grab the link.
Send out a follow-up e-mail to everyone who registered for the workshop. Thank them for coming. Include a link to the video. Also, use this email to remind folks of how they can get additional training or help from you.
BONUS IDEA: Create 30, 60 and 90 second videos of the most salient points of your workshop now you have valuable and actionable content that you can share as needed.
Your Call to Action
Micros workshops are the perfect combination of a digital product and a mentoring / coaching service. They are far easier to create than a video course, and they allow you to showcase your expertise and mentoring style.
For you as a solopreneur, micro workshops are invaluable:
You can start to generate sales almost immediately without creating content, or having to waste time on complicate technology.
You gain incredible marketing and training experience as well as a ton of goodwill that will serve you going forward.
You get to make an impact on your tribe using your craft or expertise.
So take action, then iterate.
Here’s to your success.
Gustavo
