Omnichannel - Dominika Legrand- Workshop Topics That Convert in 2022

Episode Date: June 29, 2022

Send us a text Coming up with a cool workshop topic is the most crucial thing that you can do for your business! It's easy to sell, and will convert magically with Facebook ads as well! Here I'll tell you how I help my clients come up with workshop topics that convert!podcast RSSGet a FREE Copy of the High Converting Online Events Book: https://book.dominikalegrand.com/

You are listening to the Omni Channel podcast, a podcast from digital marketers to digital marketers. I'm your host Dominique Caldegrant and my mission is to help fellow marketers and entrepreneurs to grow their businesses online. So buckle up and let's get started. Hello my lovely internet friends. I hope you all can hear me well. In today's quick session, I'm going to talk to you about how do you come up with your awesome, cool workshop topic, theme, and subject, okay? So this is for those that want to run an online workshop, you can call it bootcamp, masterclass, like whatever you want to call it. But it's very crucial for you if you are selling your online consulting or coaching or any

type of online offer that you have a very cool, enticing topic around it okay and I'm gonna tell you a bit of a story before we get into the how-tos because I feel like that's super important for you to understand okay so essentially as you can know and as you can see I'm in this marketing space and what that also means is that I see ads a lot okay well yeah that's that's what happens to me and um of course I believe that I'm not any I'm not unique with that of course you see ads as well on your feed. But I think the difference between you and I is that I pay attention to them and I screenshot them, okay? I'm crazy.

What we like to call this in marketing, we call them swipe files. So I have a nice collection of cool ads, right? Because I like to see what's going on. And especially when I'm working for a client, I get more of those ads on my feed, you know, because Facebook knows what I'm up to, what I'm searching for, right? And so what happens is that because I work with a lot of, you know, coaches, consultants, mainly, I do get a lot of ads that are catered to those people right and so what

happens is that when I see a workshop you know topic coming up I immediately you know screenshot them and I go snoop to the landing page and I try to think about whether or not I would sign up for this workshop if I was that client and that's what I always do and um there is a pattern there's a pattern coming up um quite a lot and I actually created a slide for this I'm not going to show you if you are watching this live um but um there's a pattern coming up which is so fucking funny especially in this space but i'm sure like you can be the testament in your own niche in your own industry there are certain things that people push more than others okay and like maybe three or five main topics that you see in your industry

and everyone else is literally doing the same thing so here is i'll have to just put my slides really quickly to the stream so that's the topic of today so yeah i'm just going to like go on a whim and say call out everyone that is doing this um so it's what we see is like premium offer high ticket clients how to get to 10k 20k insert number okay um just money money money how to make more money um create content um and if you are looking for like these are the things that we are selling to coaches like that's what we are doing like we as marketers I mean and like if you are a coach and you are doing kind of same thing like purpose like alignment like blah blah blah you know and which is cool I guess you know I'm sure it works because people are doing it or um they're doing it because this is what

they see other people do as well and um you don't you don't have to get me wrong it's it's not about the um the premium offers like the topic themselves it's about what is around it and how do I you know put a nice ribbon on top of it and make it a nice gift you know so the core can be the same thing you know but how I'm going to present it is where I have some creative freedom to do that. And if I manage to angle myself differently is when I have an insane amount of competitive advantage over everyone else who's doing the same thing, okay? So that's what we're going to talk about today. Like long story short, I'm not bashing anyone.

Like, don't get me wrong. I'm not here to shit on anyone's high ticket offer like how do you create a high ticket offer like i'm not i'm not here to shit i'm sure that works you know like i'm sure those uh whatever you guys are doing um your workshops on like i'm sure that works um but even if that was the core topic of it i would not be advertising it the same way because that's literally how everyone else does it and the other thing with this type of like flashy um titles is that you literally attract the get rich quick type of people that are just like here for the next thing and they don't take it seriously right so we have to be careful about how do we angle how do we position and how we how do we approach our workshop topics so that we a stand out um b um have insanely cheap you know

facebook ads cost for us because we need to fill out those you know seats if we are doing a live event and then yeah i mean it has to be um a no-brainer for people to come in and be like i'm excited about this i want to hear more okay so um just moving on to the first important rule of this and i should have done like a three-year rule, like how do you come up with a topic? But we're trying to move fast here, right? So I have a chapter in my book, by the way, I finished a book on workshops and it's literally on the editing phase. It's going to come out soon, I'll let you know. It's literally going to be like a 99 something because I just wanted to get out of there for people. Anyway, so I have a chapter in my book that's literally sad.

Wake shit doesn't sell unless your vibe is mystery. And that's so true. true like if you are someone who is in this mysterious thing where you know people like yeah whatever sign me up like sure i'm sure that will work really well for your workshop right you can give all these fantasy names and you would be still crushing it right But that's how you are. You know, that's how you present yourself from the beginning, okay? And that's the type of coach or consultant that you are that could work for you. And especially if you have your established online presence, okay? That would work for you really well. But if you are, you don't have anyone knows you, who's knowing you, I can't speak anymore. But if you don't have anyone that actually knows you, then you might want to be a bit

more clear about what the hell are you going to talk about in your workshop. Okay. So, uh, I'm going to put this in here. The first rule is I'm going to make this say, have a clear outcome about your workshop. Okay. So that's super important for you to have a clear outcome and voice that outcome in a way that people actually like genuinely understand what the hell that outcome is, okay? So very easy example, my high converting ads workshop, it's about high converting ads, okay? Or for one of my clients, the reconnected workshop, okay?

It's about, it's for couples to reconnect, okay? So in this case, because we had such a clear outcome it was very easy for us to then convey that to people and just give some explanations on what exactly we meant by that okay so um just moving on. So have a clear outcome, which is understood instantly by your audience. And also have something that's actually desired by your audience. And I know I'm not saying anything new here. But if you have a topic that you know that your audience would love to know or learn more, or this has been something that they kind of been struggling with, and here you are giving that, you know, topic and giving

that solution right to them, then this is, again, a no-brainer to have something, present something in your workshop that your audience actually wants. And I'm not going to go into details on how do we do the whole research on that, because we do a whole research on that. But instead, I'm going to give you something completely different. And we're going to approach this in a different way, okay? So if you are in a super competitive niche, okay, meaning that you have an offer that is literally being done by everyone else and let's see um you um you are selling a coaching or a program on how to get how do you get premium clients like okay if that's what you're gonna do then you can approach that same topic with a different angle, okay? And that's what I want to talk about here because this is something that I don't see a lot, but it's like

OG marketing foundations, okay? And that's how the OGs did it or have been doing it. So if our desire is to get premium clients, then what I'm just looking down because I'm like reading up my slide. But if our desire is to get premium clients, then what we would have to do is we would have to create a nice story around it okay and um i'm not sure if you guys have seen dan log has an ad when it's a video ad actually and it's telling you how to create premium offers like it's not even novelty guys but. But he does it differently. He angles it differently. He says in the video, like, hey, look at this handbag. You know, it's worth a lot of money. Yet, I mean, a lot of people go buy it and it's worth a lot of money.

Look at this handbag. What do you think is the difference between this handbag and the normal handbag and he goes about explaining about perception and how positioning that brand from the beginning and have a perceived value of like designer bag like it's a prestige to own and like all of that was intentionally built for that specific brand made the whole thing exclusive okay and how can you do the same for yourself and you know come to this cool master class or live event I'll tell you how to do that okay and that was his whole premise that was whole angling around it okay i'm gonna give you another example okay this was an ad from traffic and funnels and they were selling um actually a low ticket course now this idea by the way this angle

idea works with the program itself right and it doesn't just work with workshops but literally with everything else okay so the offer was about organic marketing an organic marketing course and you know obviously the desire was to get clients organically and how slitting into people's dms are just like not cool anymore. And they were, in fact, saying that, you know what, this is not going to work. If you think that just by giving value, that you are going to be different. If that was true, everyone was booked, like fully, fully booked, right? And they were explaining that, in fact, you have have to and they were introducing a new concept of the fractional content which was designed to kind of pique curiosity in in your brain and they were like putting like a brain image and they were like serious about it right

like putting a brain image and like explaining like how your brain works and how you have to stay curious about the subject so that you actually want to know more and you reach out to the person. Okay. So that was this whole idea in the course they were teaching about how to create fractional content. The baseline, guys, is so simple. It's so simple. It's literally nothing revolutionary. But the fact that they created this massive, massive premise around it

made it so that you're like, oh, I wonder what that is. I want to come and see for myself. Okay, so that's how the premise creation can be such a powerful tool in your approach to business. Let me give you another example. And we haven't fully immersed into this one, but I was really close to finding this premise. And by the way, finding premises for clients is itself like a whole process. Like we really have to think about what the core desire is and then just have the truth of it. Like here, we had two truths here. One was, you know, that perception.

In fact, the premium clients, the perception is what sells. The second angle, the truth was that, you know, just by giving free value content, it doesn't mean that people will buy from you. Okay. That both of those statements were true. type of angling and with this type of you know premise storyline creation it was very easy to people to go like oh what the hell is that I want to know more okay I'm going to give you another example here and I want to invite you to think about yours as well your topics. Two examples, actually. The first example is going to be the OG copywriter idea. It's actually from the book, The Advict by Joseph Sugarman. This book is essentially a copywriting book. And he's actually tying copy to news. And he was so i think he was writing copy on an agent who was embezzling money and now because of that he went to prison and he was getting an exercise machine

like a roar roar exercise machine to prison and how much he loved it and the copywriter was explaining about this you you know, the struggle and how amazing it was and how he said to his wife, he wanted this and now he has it and he's so happy about it. But even a copywriter was saying at the end, but this whole thing was just made up so that you can come and, you know, check out this ad and, know buy from me after so again that was a story premise creation again around the same topic to sell a product now the second example for for our client actually was that um the reason it was a relationship um coaching client and it was about the fact that the reason why you're disconnected in your relationship is because obviously life gets in the way and we're just explaining those things you

know but the main conflict source could be the fact that you are just wired differently that your brain and your partner's brain is you guys are thinking differently. And if you understand why you are thinking differently and how you're thinking differently, then you can understand how intimacy is different for women, how men think about it. And just by having the information,

you can spare yourself a lot of arguments and a lot of you know disagreements like this is just one angle that we could have used for this campaign to sell out the workshop but there are an infinite amount of angles to go about it i think the framework here is um a main desire like what is the desire of your ideal you know audience try to get that find that and i can tell you like okay you go there and research that but hopefully um if you haven't done that then go ahead and do that but once you have that desire, how are you going to angle it? What truths there are in that type of, you know, topic that you think that you could use for your own selling, you know, angle? And find out and create a story around it. And once you do that, you are already so much more different than anyone else who's trying

to sell the same thing in your marketplace. OK, so if you're lucky, hopefully you don't have to do this because you already have a niche that you're working in. But first of all, in that case, you can just go with big desires. But if you are in a massively competitive market and you want to sell about premium offers or you want to create um you have a program about you know facebook ads like whatever that is like you see all the fucking time then you i encourage you to try out these whole premise storyline to sell that workshop, you know, and come up with a topic. Because once you get all of that, it's so logical for a lot

of people. Like once you tell me this, like, of course, like designer bags have that perception. Like it makes perfect sense to me, right? You introduced a subject and introduced to me a fact that now I can kind of take, you know, very easily on me. So after that, it's very easy to just go through the motions and teach me something. And at the end, I will be hopefully ready to buy from you all right you guys that was it for today i'm gonna go um if you need help with coming up with the premise or the angle for your workshop or if you need help with you know just organizing this whole thing for you from the ads to the topic to to everything literally everything um do reach out to me and my team can help you with

everything that you need help with okay thank you so much for being here i'll see