The 3 Key Differences Between a 
Free and Paid Workshop

The 3 Key Differences Between a 
Free and Paid Workshop

The 3 Key Differences Between a Free and Paid Workshop

If you have been thinking about doing workshops for your health coaching business, you may have wondered if you should offer them for free or if you should charge a fee.

There are two amazing ways to use workshops in your coaching business. The first way is to share the content free of charge with the intention of 1) growing your email list and 2) building a relationship with the workshop attendees.

In the category of email list builders, workshops are definitely more time and effort than something like a PDF guide, but the results can be significantly better.

The second way to use workshops in your coaching business, and what we will going over today, is to charge for the workshop. Paid workshops are a great way to give your followers a low-cost way to work with you, (which can definitely be part of the nurturing process and relationship building that is needed to help them get more comfortable with a higher investment down the road), and it’s a great way to give your revenue a boost anytime you want.

So, you may be wondering what the difference is between a free workshop and a paid workshop. For the most part, they are the same but there are three key differences that set them apart to make them charge-worthy.

Here are the 3 key differences between a free and paid workshop:

#1) Add a layer of on-the-spot coaching while going through the workshop

This is a huge-value add in the eyes of your paid workshop attendees. Having the ability to ask you questions and get immediate feedback will be extremely valuable to those in attendance.

We know that for some coaches imagining themselves doing on-the-spot coaching sounds very scary but it’s not as scary as you may think. Here’s a few parameters to make this part of your workshop doable for even a brand new coach.

  • Ask your attendees to keep their questions specific to your workshop topic that way your conversation doesn’t go off the rails and you won’t lose track of time.
  • If someone asks you a question that is either way too much to answer in the moment or is completely off topic all you have to say is, “That’s more than I can answer during this workshop but if you email me I’ll be happy to help.”
  • Rest assured you do not need to answer every single question during the breakout on-the-spot coaching sessions during the workshop. You won’t want to lose the workshop momentum that you’ve created so 1-2 short Q&A / Coaching sessions during the workshop is perfect.

The 3 Key Differences Between a 
Free and Paid Workshop

#2) Complete the workshop workbook with your attendees during your time together (these can be called implementation breaks)

Working through the workshop workbook with your attendees will be extremely valuable to them because they’ll have a topic specific manual when they are finished with your paid workshop.

Some people have a hard time paying attention to a speaker while simultaneously taking notes or filling in a workbook. That’s why stopping every 10 minutes or so to help them get caught up with the workbook keeps everyone successfully completing your workshop. It also allows you to market the workshop in a way that tells your paying clients that they are going to walk away with a completed workbook for future reference.

#3) A free workshop is typically 1 hour in length, but a paid workshop should run anywhere between 2-3 hours.

The expansion of any workshop material from 1 hour to 2 or 3 hours is 100% the difference in implementation time and on-the-spot coaching. Anyone paying for a workshop (live training), is going to have a level of expectation that their questions will be answered and they’ll walk away with a step-by-step implementation plan related to the workshop topic.

One way to do this is to extend the Q&A time at the end. This part of your workshop goes above and beyond what you would offer in a free workshop and guarantees that no question goes unanswered. The magical part about leaving added time at the end to answer every question is that your audience will get a deeper feel for your abilities as a coach and will move them much further along in the customer journey toward a larger investment into one of your higher paid programs.

The added Q&A time plus the implementation time to complete the workbook will offer a relaxed atmosphere conducive to learning.

A few final paid workshop guidelines –

  1. Paid workshops like what we’ve discussed today would range anywhere between $27 – $57 per enrollment
  2. There won’t be a program sales pitch at the end of this workshop but you can feel free to follow up with each registrant with an email sequence leading them to your next most appropriate offer
  3. Once you run this workshop in a live format it’s easy to then make the recording available on your website as an evergreen offer.

If you’ve been considering offering paid workshops to add to your offerings, the ideas we shared today should help you get off to a great start!

Save your spot for Karen’s upcoming free workshop on November 2nd.

5 Reasons Why the Most Successful Coaches Use Workshops to Grow Their Businesses

How this low-tech strategy will outperform social media every single time for getting new clients

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How to Come Up with the Perfect Free Offer Title to Grow Your Email List

How to Come Up with the Perfect Free Offer Title to Grow Your Email List

How to Come Up with the Perfect Free Offer Title to Grow Your Email List

If you want to grow an email list full of ideal client subscribers, having an irresistible free resource is critical, and it all starts with the title of your freebie because you want it to grab the attention of the people you want to attract.

Truth be told – the title will be the biggest determining factor in the number of people who opt in for it. No pressure, right?

Today, we are going to help you come up with the perfect lead magnet topic and title, and we’ll share a few examples, to get the creative juices flowing a bit.

These 3 tips will apply no matter what type of lead magnet you are creating – it could be PDF guide, a checklist, a webinar or a video series. 

1. Pick a topic that is relevant to your niche. 

Who do you help and what result do you help them get? If you are still working on this, we recommend listening to episode 216 of the podcast where we covered 3 Simple Steps to Nailing Your Niche as a Health Coach. Your freebie should cover a problem or pain point your ideal clients have and want solved. You can address a common question you get, a common myth you want to bust or a struggle your clients have. What comes to mind for you?  Do you see topics covered on social media and you want to put your own spin on it or come at it from a different angle perhaps?  Brainstorm and make a list and see what ideas come up.

2. The title must be clear, easy to understand and have your ideal clients thinking “I need that!” because they can tell it will help them with the particular problem they have right now.

You may be thinking – but my program covers 10-12 different topics – that’s okay – pick one that you think will appeal to most of your ideal clients. Remember, everything is a test, so you are going to experiment a bit to see what resonates with your audience. 

3. The title needs to be SPECIFIC and important to your audience.

As we covered in #1, the topic needs to be relevant to your niche, and the title does too because the title is what will either draw people in to learn more or have them click away because it’s either not clear what it’s about, how it will help them, or they feel it’s not relevant to them.  The title also needs to convey a benefit they will receive after they consume it. Titles that are general and generic will not convert, so taking the time to come up with a title that will grab attention and have people happy to give you their email address is well worth it when you see your email list growing week after week.

Here are a few examples of high-converting lead magnet titles

  • A Beginners Guide to Intermittent Fasting
  • 10 Hormone-Balancing Snacks You Can Take with You on the Go
  • 10 Foods to Avoid if You Have IBS 
  • 5 Secrets to Balancing Blood Sugar While Still Enjoying Your Favorite Foods

What these examples have in common is that they are very specific to a niche and they cover a specific topic, and that’s exactly what you want to do.

One super cool free online tool you can use is called blog title generator and you can use it for blog post title ideas and for other things too like your freebies.  You can find it at blogtitlegenerator.com.

I was playing around with that site and I entered “Intermittent Fasting” and here are just a couple of the title ideas that came up:

  • Why Most Intermittent Fasting Fails.
  • 3 Intermittent Fasting Secrets You Never Knew.

Blog Title Generator can give you some ideas you hadn’t considered, and it may even help you come up with the details for your topic.

Keep in mind that your free resource is still a type of offer so, even though people aren’t paying for it, you still have to “sell it” as far as including how it will help them in some way.  What benefits will they receive when they download or access your guide or video? 

If you still need more help, be sure to check out the lesson we have on this in the Wellness Business Accelerator that will help you come up with an irresistible free offer your audience will love and appreciate. 

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3 Steps to Turning Freebie Seekers into Paying Clients

3 Steps to Turning Freebie Seekers into Paying Clients

3 Steps to Turning Freebie Seekers into Paying Clients

As you’re growing your email list and social media followers with your free content, one of your main goals is to turn some of your subscribers into paying clients.

You may be wondering how to move people from being just a freebie seeker to becoming someone who invests in your coaching programs or other offers.

On this episode, we are covering 3 specific steps to put into place to enroll more people into your paid programs, and we’re sharing examples of each one.

STEP #1. Find out what your ideal clients want and find out what to do with the information you gather once you have it.

STEP #2. Invite people to work with you or join your group program (discover one effective ‘non salesy’ way to do this with ease).

STEP #3.  Map out a customer journey that leads potential client down the path towards becoming a client.

If you want to turn more of your followers and subscribers into clients, be sure to tune in.

Let’s dive in!

It’s important to know some stats up front, so you can set some realistic goals. I believe it was Instagram expert, Jasmine Star, who said something like 95% of your audience will only consume your free content and that’s okay. Keep showing up and be there for the people who want to hear from you because you never know when they will be ready to work with you and you also never know when someone will refer you to a friend, even if they never work with themselves.

We find this to be very true in our businesses too – most people will only consume our free content, but when you know how to drive people to your paid programs, you’ll have more of them becoming clients or enrolling in your online programs.

This exact question was posted in my Health Coach Biz Support Facebook group for my live office hours, so I gave a very detailed answer that you can watch if you are in my group.  Just go to the videos tab and you’ll see the replay from the Live office hours replay I did in April.

Here was the question:

How do you move people from “freebie seekers” to paid clients? I have both a group and a list that all came from opting into my free lead magnet. They come out in full force for free trainings, free downloads, etc. – but paid offers (even as low as the $18 offer I put out Monday) are literally crickets.

I loved this question because it gave me some good information. Her freebies are resonating with her audience since they are signing up for them so that’s great. Since the price of her offer was only $18, we can feel pretty confident that price is not the objection, so it’s something else.  It’s usually a disconnect in how the offer is worded – meaning it isn’t clear HOW it will benefit them or how it will help them get from where they are now to where they want to go – the outcome or result. If people are confused or unsure of how something will help them, they aren’t going to dig around to figure it out, so they pass on it.

It could also be that the freebie topic and title was enticing but there was somehow not a direct logical connection about how the freebie topic relates to her paid program.

This is common because we don’t come out of school knowing how to write sales copy – it’s a process and it takes time to figure out what our audience really wants and what will resonate with them enough to take action.

When people understand the benefits and it’s a solution they WANT, money becomes much less of an issue.  Saying “I can’t afford it” oftentimes means I don’t see the value, I don’t need that, or it’s not a top priority right now. People find a way to pay for things they really want.

3 Steps to Turning Freebie Seekers into Paying Clients

Let’s look at 3 steps to turning freebie seekers into paying clients.

STEP #1 – Know what your ideal clients want (their desired goal, what problem they want fixed).

This is why it’s so important to do some research to find out what specific problem people have when it comes to your niche. You want to make sure your offer directly addresses the problem, and you are using words they use to describe the problem and the solution.

When you think about your ideal client, can you make a list of 3-5 very concrete and specific challenges, issues or struggles they have that are related to your niche?   What are they saying to themselves or what are they telling their best friend?   What words and phrases are they using? Go ahead and write them down.  If you really aren’t sure, you can start out by looking at other social media accounts of similar niches to get some ideas. Look at the posts and questions you see to get some insights. Ideally, speaking to people one-on-one will give you the best information but start where you can.

If your niche is about balancing women’s hormones, your ideal clients may not be saying to themselves “I sure wish I could balance my hormones” but they might be thinking things like “These hot flashes are driving me crazy because I can’t sleep, and I can’t lose weight no matter what I try.”  Your niche could be about balancing hormones in the big picture, but make sure the wording you use is what your ideal clients are actually expressing, so they understand how you might be able to help them solve the problem.

Here is where the wording comes into play:

  1. The name of the program or paid offer (is it specific and clear who it’s for)
  2. The benefit people will receive from it – what is the promise or expected outcome they will get if they go through your program?  This will be communicated on place like your sales page, social media posts and videos.

STEP #2. Invite people to work with you. 

If you have a freebie that is growing your email list, are you inviting your new subscribers to take the next step with you?

The next step could be to book a discovery call, enroll in a program or purchase a low-priced offer such as a high-value guide, recipe bundle or something else (priced under $30).  Oftentimes, coaches aren’t presenting offers often enough and that’s a big reason for not getting clients.

One easy way to do this is to add an invitation in the P.S. of the first email in the nurture email sequence, and then sprinkle in client success stories in some of the other nurture sequence emails.

Back on episode 155, we covered The Missing Link to Turning Your Email Subscribers into Clients, and we highly recommend listening to that since we go into how to align your free offer with your paid programs, so you have more people signing up to work with you.

STEP #3.  Map out a customer journey.

A customer journey is simply how people go from finding out about you to becoming a client, so there are going to be steps for that along the way.

This is a big one. When you share content on social media, do some of your posts lead clients to the next step in the customer journey?  Before someone becomes a client, they will need to have several touchpoints with you.

Here’s just one example:

#1. They follow you on IG.

#2. They check out your bio and some of your posts.

#3.  They join your FB group.

#4. They subscribe to your podcast or YouTube channel.

#5. They get on your email list.

This example was 5 steps but one of your customer journeys may be 3 or 4, and you will likely have more than one customer journey in place.

The chances of someone booking a call or joining your program from just one post, one video or one email is incredibly small, but when people get to know you more and see you and your content in multiple formats, it’s builds trust and familiarity which is critical in the customer journey.

We did a very in-depth episode all about the customer journey on Episode 132:  Planning Your Customer Journey for Improved Client Attraction, and we’ll link to that in the show notes at wbpodcast.com/132

Let’s recap the 3 steps to turning freebie seekers into paying clients: 

STEP #1. Know what your ideal clients want, so you can communicate that you have the solution.

STEP #2. Invite people to work with you or join your group program.  Don’t be shy about it.

STEP #3.  Map out a customer journey, and keep in mind that it takes time and multiple touchpoints with you before people invest.

Remember to be patient with yourself with all of this. It takes learning a bit about marketing and then you test, tweak and fine tune as you go to see what works.  We are still testing things all the time.

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5 Types of Free Offers to Grow an Email List Full of Ideal Clients

5 Types of Free Offers to Grow an Email List Full of Ideal Clients

5 Types of Free Offers to Grow an Email List Full of Ideal Clients

If you want to build your email list, you may be wondering what type of free offer to create. Since there are many options to consider, we are narrowing it down to 5 types of freebies you can use to grow an email list full of your ideal clients.

In this episode of The Wellness Business Podcast, you’ll learn:

  • The simplest and easiest type of free offer you can create on your own
  • The best format for testing your freebie title and topic
  • The freebie option that will accelerate your email list growth the fastest

Tune in to discover which type of free offer might be best for you AND your audience right now, so you can start growing your email list now.

As you probably already know, a freebie or lead magnet is something you offer as a way to grow your email list. People sign up to receive your free, must-have valuable resource, and they typically also receive an email follow-up sequence that may lead to booking a discovery call or joining one of your paid programs.  There are all kinds of different freebies, and today we are covering 5 of the most common and most popular.    

Before you decide on the TYPE of freebie you want to create, it’s important to keep a couple of things in mind:

  1. The topic and title of your freebie are WAY more important than the format you use (a PDF guide vs. a video series for example) because your free offer should provide a small solution to a problem or struggle you know your ideal clients have. Your audience doesn’t really care how they get the solution – they want it in the easiest way possible in most cases, so keep that in mind.   
  2. Your freebie should directly relate to your paid program and what you offer. So, as you toss around ideas for what to put together, ask yourself if it ties into your coaching program in a logical and seamless way. 

Let’s dive into 5 options for your freebie, so you can decide which one is right for you at this time.   

1. PDF guide or short eBook. 

Let’s start with this option because it’s the easiest format to create. You can use canva.com for this or outsource it to a virtual assistant or find someone on Fiverr.com to do it for you inexpensively.  The goal of any free offer is to have people consume it, so they get value from it and learn a little about what you do and how you may be able to help them. You don’t want to create a free 50-page PDF guide that people likely won’t ever get through, so we recommend 3-10 pages as a range – something easy to read that gives folks a quick win. 

Starting with the simplest freebie format can be a great way to gauge interest in your offer, and then you can add more bells and whistles or tech later if you have a winner.

2. Resource list, checklist or cheat sheet. This would also be a PDF, but it’s usually shorter than a guide or eBook – sometimes just 1-2 pages long, but still high value for your audience. These can be a fun to put together, especially if you have a list of free resources you know your audience will appreciate.  If your niche is gluten free living, you can include your favorite apps, websites, places to shop, etc.  People like quick and easy, so what can you put together that would be a helpful reference? 

3. Recipes for your niche.  If your niche relates to a particular dietary style such as plant based, keto, paleo, etc. a recipe guide can be a good option. If you are trying to make changes to your diet, figuring out what to eat is a struggle for most people, so if you can make it easy for them, they will appreciate it. A free recipe guide could have 20-30 recipes in it – just enough to give people a few to try out.  You can use services like That Clean Life or Meal Garden to put together guides to use as freebies and also use them with your clients as extra goodies. This makes it easy, so you don’t have to create the recipes from scratch.

4. Workshop or video series.  Now, we are getting a little more advanced, but free workshops and/or video series can work well because people get to see you on video, and that means they get to know you and connect with you faster and on a deeper level, which tends to expedite the customer journey. 

The workshop can either be live, delivered in real time on Zoom or it can be pre-recorded.  A video series can be two or more videos and they would be pre-recorded. Both of these options involve more tech, but if you’re ready to dial things up a bit, this could be a good option to test. 

5. Virtual summits.   Taking the tech up another notch would be something like hosting and running a virtual summit. This can be an amazing way to turbo charge your email list growth quickly because you’ll have several speakers on your summit and each of them should be required to email their subscribers and spread the word on social media.  If you had 15 speakers and they each had an email list of 3,000+ people, you would have the potential to get exposure to thousands of new people in a very short period of time. People would need to enter their email address to register for the summit, so you are growing your email list. The benefit to each speaker is that they are getting in front of new people too, and they will usually be allowed to share one of their freebies too, so they can grow their email list too during the summit, so it’s a win-win for everyone. 

Which type of freebies are you most drawn to right now? Take a look at what others are doing to get some ideas and inspiration and then set a due date for when you want to have yours complete and ready to share with your audience.

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6 Elements of a Profitable Workshop

6 Elements of a Profitable Workshop

6 Elements of a Profitable Workshop

Workshops are a great way to establish authority within your niche, grow your email list and enroll clients into your coaching program. There are 6 essential elements to running a profitable workshop, and if any one of these elements are missing from your presentation, chances are, your results will be less than you expected.

In this week’s episode of The Wellness Business Podcast, we’re covering:

  • The 6 elements of a profitable workshop (this blueprint has been time-tested through 200 presentations)
  • A breakdown of each key workshop element and why it’s important
  • How you can put this blueprint into action by creating your own profitable workshop.

If you plan to host any online or in-person workshops this year, you’ll want to tune in for all the details.

Here are the 6 key elements of a profitable workshop and then we’ll dive into each one individually.

  • Establish
  • Enlighten
  • Educate
  • Entrench
  • Engage
  • Enroll

If any one of these elements are missing from your presentation, chances are that your workshop will not lead to the outcome you want, which is enrolling new paying clients.

  1. Establish – A connection with your desired clients starts with your workshop title – which should grab the attention of the people you want to attract – your ideal clients. This element is key because it weeds out the tire kickers and the people who are looking for general health advice. Remember one of the amazing benefits of hosting wellness workshops is that it is a quick and easy way to grow your email list and by creating an ideal client specific workshop title you’ll be attracting only the right people.
  2. Enlighten – Kicking off your workshop with 3-4 qualifying points establishes why they showed up, confirming that they are in the right place. Let’s face it, whenever we show up live for an online training the thing that’s always in the back of our mind is, “Is this worth my time” and should I stick around?  Your workshop attendees will be wondering the same thing. By kicking off your workshop with 3-4 bullet points outlining the BENEFITS of sticking with you for the entire training (what they will learn), you will have your workshop attendees feeling relaxed and interested and settling in for the entire training which is exactly what you want to get them ready for your program invitation at the end.
  3. Educate – This is the meat of your workshop content – teaching, inspiring, and informing them on the topic promised in the workshop title. The key to this element is that you teach on what they need to know and why they need to know it as a precursor to introducing them to your paid program. Remember, what you don’t want to do is to give away all of the “how” that you teach in your paid program. You want your workshop to set the stage for why your attendees should join you in your paid program.
  4. Entrench – Once you’re done educating on the workshop topic it’s time to entrench them in what they’ve learned by asking them to reaffirm why they showed up in the first place. You do this by recapping what you’ve taught during the workshop in a bulleted format as well as ask your attendees to share any ‘aha’ moments that they’ve had. The purpose of this element is to move them out of learning mode and into reaffirmation that spending this time with you was well worth it thereby establishing you as a valuable resource.
  5. Engage – Engaging your workshop attendees with a Q&A session is the perfect way to eliminate any fears or doubts that they may have in working with you. By giving your attendees the opportunity to ask questions and get clarification on what they’ve learned, it opens up the dialogue for you to step into a coaching role which they need to see you to be willing to invest in your paid program. You’ll want to save this until the end, so it doesn’t break up the flow of your presentation and get things off track.  Q’s you may not have considered.
  6. Enroll – Now it’s time to share the next step by introducing them to your paid program and walking them through the steps to take to enroll. This is the big finale. You’ve laid all of the groundwork and now it’s time to introduce them to your paid program and how you can help them overcome the problem they want solved. This is the perfect place to use benefit statements, testimonials, case studies, and program descriptions to entice your workshop attendees to join your paid program.

If you’re excited about using this outline to create your own wellness workshop, be sure to download Karen’s free guide called: 6 Elements of a Profitable Workshop – A step-by-step blueprint for creating high converting workshops.

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