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The hidden gem of marketing

If you're trying to guess the hidden marketing formula for attracting clients, let me disappoint you immediately.

There isn't one.

Despite what you may see on Insta ads, there's no hidden secret that's only available to the select few.

Marketing is a constant process of attracting people who are interested in what you have to offer by various methods; SEO, Ads, Social, Networking, etc.

And while each method is valid when used correctly, one of them is truly a hidden gem of marketing. In fact, marketers who've made millions in SEO have been doubling down on it this year.

I'm talking about workshops.

Now, you may think of professional workshops and presentations as an educational tool that benefits the registrants only, but you'd be wrong.

Workshops are a powerful marketing method for building your brand, and generating new leads.

This week I co-hosted a paid workshop on the topic of LinkedIn for Therapists. It took a couple of days of preparation and two weeks of promotion, but the outcome was worth the effort.

In the end, I got paid for my efforts, and improved my reputation as a marketer.

Today, I'm sharing how I planned and ran a professional workshop.

Planning your workshop

• I partnered with Gordon Brewer to co-host the workshop. This allowed me to expand the promotion to a much wider audience.
• I wrote a promotional email campaign that announced the promotion and explained the benefits of attending.
• I built a Registration Page where people could learn more about the workshop and get answers to their FAQs.
• I pre-wrote the registration confirmation email with all the details of the event.
• Gordon and I started to promote the workshop 2 weeks before the date of the event.
• I hosted a LIVE session on social media on a related topic to encourage more people to register.

Building the Workshop

• Before creating the workshop, my co-host and I agreed on its length and the content.
• I decided on a giveaway for the attendees that would allow me to offer a valuable bonus for the registrants.
• I used Chat GPT to help me outline the workshop slides and suggest mini-exercises to keep the attendees engaged.
• I used my branded design template for the presentation slides.
• I inserted QR codes of my LinkedIn profile and relevant products into the workshop slides. This allowed the attendees to scan the codes in real time.
• I prepared a couple of FAQs for my Q&A section in case people were too shy to ask questions.

On the day of the event

• I connected with the registrants on LinkedIn to make them feel welcome and to encourage participation.
• I prepared the post-workshop email with bonus materials and other giveaways mentioned in the presentation.
• During the event, I made sure to go deep into the subject and take my time answering every question.
• I gave real-life examples to illustrate my points and connect the dots.
• I finished with a short up-sale to other services.

Post Workshop

• My pre-scheduled email went out the minute the workshop was due to end.
• In the email, I also included a feedback request and an up-sale for my services.
• I made sure to respond to every follow up question I got.
• I ended up with a tested workshop that I can re-record and put behind the paywall for automated sales.
• The questions during the Q&A gave me new insights about my audience's niche and ideas for future content.
• Bonus: I've strengthened my brand as a Mental Health Marketing Expert.

As you can see, this labor-intensive process is not just a blip in your professional timeline. A workshop is a product and a marketing method in one that can be reused and re-purposed for attracting new clients.

In fact, my first break in the Mental Health industry came from a workshop. It gave me access to the audience I wanted to work with and allowed me to prove myself and earn my credibility.

And now to the news!

JOB BOARD

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NOTEWORTHY

Americans Want Doctors to Ask About Mental Health

According to the recent Gallup report, 7 in 10 Americans want physicians to show interest in their mental health during their visits.

Women are more likely than men to report having been asked about their mental health.

BUSINESS AND PRIVATE PRACTICE

AI Patient Engagement

The new developments in AI are offering convenient access to information for both providers and patients.

New AI-powered patient portals are improving user experience by enabling personalized health recommendations and 24/7 health assistance.

FINAL THOUGHTS

This issue was dedicated to the topic of workshops.

I outlined my preparation and creation process in detail but I recognize that it may not be enough for your to take action.

To help you get things done, I'm running a REDD FRIDAY special on my Marketing Power Hour sessions so you can get 1-on-1 help from me.

During this hour, I'll help you map out the steps for your next workshop or help you tackle your most urgent marketing challenge.

For a limited time only, you can book the Marketing Power Hour session at the reduced price of $210 (instead of $350).

The REDD FRIDAY special ends on 11/26. But if you book by then, you can have your session at any time within the next six months.

Have a good weekend ahead!

Avivit

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