How to Grow Your Audience Using Online Workshops: Part Four

Want to grow your audience faster? Online workshops (also called webinars) are a great option. In this series, we’re using an out-of-the-ordinary topic (ice fishing!) so you can follow the process step-by-step no matter which topic you offer. Learn the sequence then apply it to your message.

In Part One, we chose our topic.

In Part Two, we identified and researched various title resources.  

In Part Three, we chose our title (it’s a dandy!).

This month, in Part Four, we’ll discuss how to warm up your current email readers, so they’ll be interested in your (as yet undisclosed) online workshop when you’re ready to market it.

Some call these “pre-launch” emails. Some call them “seeding” or “pre-webinar” emails. All are correct.

In this example, our audience is ice fishermen. I know, I know, unusual to say the least, but the goal is to learn the process. Grasp that, and you can use it for any content you want to offer, either to your established audience or those (in this case) ice fishermen who don’t yet know you can help them.

So…back to your email series.

You’re regularly sending emails related to your overall topic, right?

Since our workshop’s content teaches how to eliminate or survive ice-fishing dangers, we want to bring this concept into our pre-webinar emails. Indirectly. Why? Because we’re not yet ready to market our webinar.

During this, our warm-up or pre-launch phase, we want to help readers (ice fishermen, remember?) begin thinking about how dangerous ice fishing can be. That way, they’re more likely to be interested when we market our webinar on surviving those dangers. Get it?

Of course, they all know it can be dangerous, but they push that fact to the back of their mind, or they believe they already take every necessary precaution to stay safe. We want to challenge that notion without challenging them.

Increase the pressure on a potential problem bit by bit then offer your solution to that problem, and readers will want your offer.

There are many ways to introduce this topic without being pushy, abrasive, or an alarmist. I’ll list a few, then you can take it from there.

You might research various past or current news stories to mention in your email(s), highlighting what the victim(s) could have done differently. If you choose this path, be sure not to “steal” your workshop’s content. Simply point out a poor decision or, going in the other direction, share (perhaps for the umpteenth time) how to check the ice’s depth before stepping on to it or driving over it.

Whatever your topic, it’s always appropriate to review the basics from as many angles as possible.

You might suggest a book or magazine article (that you’ve read) that highlights this subject, but again, not anything that will cover what you plan to cover in your workshop.

You might interview someone who had a harrowing experience while ice fishing. The goal isn’t to scare your reader or cry, “Wolf!” It’s to bring this topic up in your regular email correspondence with them so that when you market your workshop (that solves this specific problem), they’re already warmed up to the topic. You’re not starting “cold.” Meaning they’re more likely to respond to a workshop related to how to eliminate or avoid the dangers of ice fishing.

Begin sending these pre-launch or warm-up emails 60 days before you begin marketing your webinar. If that sounds like a lot of emails, it’s not. One email a week (if you send emails out weekly) is only eight emails in two months. No more than you’d normally send.

Next month we’ll discuss ideas for your launch emails and beyond.

This process applies to anything you want to offer, whether free or paid. It’s not necessary to use this sequence of activities and emails, but if you do, it will be a smoother, easier, and hopefully, profitable process for both you and your readers.

See you then!