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A paid workshop puts twenty qualified buyers in a room for two hours and does the job your discovery calls were doing one person at a time. We build the campaign that fills it, the session that sells, and the follow-up that closes.
A free session is free, so it selects for the person whose constraint is money rather than time. Early stage, plenty of availability, no budget for premium work. Meanwhile the buyer worth having skips it, because an experienced buyer knows a free webinar is usually a pitch wearing a lanyard.
Then most of the people who did register never arrive. Free sessions run at twenty to thirty percent attendance, so a list of eighty signups is a room of twenty strangers, and you spend the hour selling to people who were never going to buy.
The price is not revenue. It is a filter, and the gap between nothing and a hundred dollars is far wider than the gap between a hundred and five hundred.
Paid workshops run at eighty five to ninety percent attendance against twenty to thirty for free ones. Everything downstream is built on that number.
Anyone who paid has crossed a line a form fill cannot prove. You are teaching buyers, not an audience.
Ticket revenue arrives before any larger sale does, so filling the next one is funded by the last one.
Two hours qualifies the whole room at once. The right question is whether it qualifies better per hour than the calls it replaces, and it does.
One week of promotion, one workshop day, three days of deadline. Short enough to run between client work, and built to repeat.
One narrow topic, a title that states the outcome, and three to five bonuses that make the ticket an obvious yes.
Five to seven days of promotion across five angles, with a real deadline rather than an open invitation.
Calendar holds, reminders and a message an hour before. Paid seats turn up, and the rest of the campaign is built on that.
Four points in the session where the next step is named, so the offer lands as part of the teaching rather than a pitch at the end.
A three day replay window with a countdown, which is where a large share of the decisions actually happen.
A workshop is a lead magnet with a price on it, and it sits one rung above the free ones. A guide or a calculator costs a visitor two minutes and an email. A workshop costs them a hundred dollars and two hours, which is why the people who take it are a different group entirely.
A workshop does not work on its own, either. The campaign that fills it is automation, the page that sells the seat is a landing page, and everyone who attends has to land somewhere that keeps the conversation going. That is the rest of the system.
Running them well matters, and it still only moves one part of the problem. The 90-Day Magnetic Pipeline System builds the whole engine, so the pipeline keeps moving whether or not you are in the room.
See the System