THE EMAIL GROWTH SHOW EPISODE 227
People love to say you need funnels, ads, and a massive audience to sell online.
But the biggest growth spurts I see rarely come from any of that.
They come from workshops.
And most business owners are massively underestimating just how powerful workshops really are.
After the Empire Expansion Event last month, this became impossible to ignore. Conversation after conversation revealed the same thing: women are already sitting on one of the strongest conversion tools available to them, but they are only using it halfway.
This episode needed to happen.
Because workshops are not just “nice free content”. They are not just a visibility play. And they are definitely not something you have to wait to earn the right to use.
Workshops are one of the simplest and cleanest conversion strategies you can build into your business.
Listen to this episode here:
TL:DR
What you’ll learn in this episode:
– Why workshops outperform almost every other conversion event (even if you’re early in business)
– The psychology behind why they build trust faster than funnels
– The difference between running a class and running a conversion event
– How workshops help you grow your list, validate your offers, and strengthen your messaging – all at once
– What to say after your workshop to turn interest into actual sales
– Why workshops will be one of the smartest strategies heading into 2026
Ready to Turn Workshops Into Real Conversion Events?
If you want help turning workshops into real conversion events, the Empire Expansion Event is where we build this properly.
Join the Empire Expansion Event
P.S. If workshops are not part of your strategy yet, you are leaving trust, clarity, and sales on the table. Come to the Empire Expansion Event and let’s fix that.
The moment it clicked
At the Empire Expansion Event, one business owner shared a story that stuck with me.
She had just run a workshop. Not a tiny one. Not a “five people showed up and maybe one bought later” kind of workshop.
This one added over 100 people to her email list in 24 hours. The Zoom room was full. The energy was high. And when it was over, she said something that made me laugh out loud.
She joked that she had no idea workshops could be conversion events.
She knew workshops could build visibility.
She knew they could grow a list.
She knew they could warm people up.
What she had not connected was that this was already one of the most effective ways to convert.
That comment made something very clear to me. A lot of business owners are running workshops without treating them like the conversion moments they are.
Why workshops convert when other things don’t
Workshops work because they collapse the gap between stranger and client faster than almost anything else.
First, they create instant relevance.
When someone signs up for a workshop, they are raising their hand. They are saying, “This problem matters to me.” That clarity alone creates connection. Specificity converts.
Second, workshops position you as the guide, not the guru.
People do not want to be lectured. They want to experience your thinking, your coaching style, and your way of solving problems. A workshop lets them do that in real time.
Third, they build trust quickly.
You answer questions. You respond to what is actually coming up. You adjust as you go. Trust built in one hour can outperform months of passive nurturing.
And finally, workshops attract aligned people.
A workshop is not designed to go viral. It is designed to go deep. You do not need hundreds of signups. You need the right people in the room. Depth beats volume every time.
Why workshops belong in your 2026 strategy
Workshops are one of the highest return on investment moves you can make.
You do not need a huge audience.
You do not need a complicated funnel.
You do not need a long launch runway.
One well-positioned workshop can give you:
- New, genuinely interested leads
- Real feedback on your messaging
- Content you can repurpose across your business
- Clarity on what your audience actually wants
- Proof of concept for bigger offers
- Confidence in your ideas
- Revenue
Very few conversion events offer all of that at once.
The biggest mistake people make with workshops
They treat them like content.
A workshop is not content.
It is a conversion moment.
If you treat your workshop like a webinar, it will underperform.
If you treat it like a coaching experience and a community moment, everything changes.
How to sell after a workshop without feeling pushy
Hosting the workshop is only step one. What happens next is where most people go wrong.
Here is a simple, effective structure that works.
First, send the replay email with a clear next step.
Tell people what you covered, why it matters, and what to do next. Book a call, join a waitlist, or reply with a takeaway. Momentum matters more than pressure.
Second, send a behind-the-scenes follow-up.
This email shares what you noticed during the workshop and what that tells you about what they might need next. It feels personal and invites conversation. Conversations lead to clients.
Third, send a value-driven bridge email.
This is where you connect the dots between the problem, the workshop, and your offer. You teach while you sell.
Fourth, invite them into your offer clearly.
This is not a hype email. It is an invitation. You explain what working together looks like, who it is for, and what changes.
Finally, close with safety.
Let them know the door is open. No pressure. No urgency. People buy when they feel safe.
If you are planning your next workshop
Be specific about the promise.
Focus on one transformation.
Coach more than you teach.
Make the call to action the natural next step.
Follow up with connection.
Your workshop is not the end of the process. It is the beginning.
The real takeaway
Workshops are not about selling harder.
They are about serving deeply enough that selling becomes obvious.
You do not need a bigger audience or a perfect funnel to run one.
You need a clear topic, a willingness to show up, and an hour.
You are more ready than you think.
Ready to Turn Workshops Into Real Conversion Events?
If you want help turning workshops into real conversion events, the Empire Expansion Event is where we build this properly.
Join the Empire Expansion Event
P.S. If workshops are not part of your strategy yet, you are leaving trust, clarity, and sales on the table. Come to the Empire Expansion Event and let’s fix that.
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