Double your Bookings with Jean Marie DiGiovanna
Date: April 17, 2017
Name: Double your Bookings with Jean Marie DiGiovanna
Presenter: Jean Marie DiGiovanna
Successful entrepreneurs are able to turn keynote into experiential workshop; moreover, they are able to get more businesses. Canadian Association of Professional Speakers Vancouver Chapter invites Jean Marie DiGiovanna, the Founder of Workshop University, to discuss the strategy to make profitable workshops. In this presentation, Jean Marie DiGiovanna will help entrepreneurs to discover their learning objectives for their workshop framework. Moreover, entrepreneurs will learn the key success factors to make a successful workshop.
Jean Marie DiGiovanna is the Founder of Workshop University. She helps many entrepreneurs turn their contents into effective business workshop and courses. She is also an Executive Coach & Management Consultant for New England Consulting Partners. She is the President and the Founder of ThinkPeople, and the author of “Wake Up to Your Life” and “Success is a State of Mind”. Jean Marie DiGiovanna inspires many young entrepreneurs through her work.
Jean Marie DiGiovanna believes everything has impact and value. Once the speaker walks on stage, the speaker is making an impact. DiGiovanna wants entrepreneurs to remember that every time they walk in, they have dollar value.
DiGiovanna uses critical success factors to valuate high impact. The critical success factors are experience, value and action. Experience is something audience must go through. Value is when information is relevant for audience, and action is helping audience execute their call of actions. DiGiovanna emphasizes the true measurement for success is the number of participants who will do something after they leave the presentation.
Many entrepreneurs leave too much money on the table. Their potential dollar value is based on the value of their talk on stage times the number of clients who left the presentation. With high impact, DiGiovanna believes entrepreneurs can 10x that potential dollar value.
“Your message will not be heard without your voice”
DiGiovanna will provide her step to step method to turn keynote to effective workshop that creates high impact.
Step #1: Set the Foundation
DiGiovanna wants entrepreneurs to think about the key takeaways for their attendees from their talk. The game changing question is if they apply those learning, what are the possible challenge they still may have. When entrepreneurs discover these challenges, they can use those as potential follow-on topics to create workshop that overcome those challenges. Entrepreneurs can think of this as a step by step manual.
For DiGiovanna, after she delivers the keynote, she will provide webinars and workshops for her attendees. She then offers 1 to 2 days training or home study course as follow up. When attendees want further learning, she offers products and tools. Lastly, for deeper learning, she provides 1 on 1 coaching or consulting. Think of this as a funnel. The deeper the funnel, the higher the premium charge will be to attendees.
Step #2: Set the direction
Entrepreneurs need to develop the purpose of their workshop. Treat this as a 60 second elevator pitch. Next, entrepreneurs need to know who is their target markets. Entrepreneurs also needs to think about what challenge or area of pain that their target markets are currently facing. Afterwards, entrepreneurs will need to think one action that they want their target markets to take after delivering the workshop. DiGiovanna wants entrepreneurs to imagine what the results look like if their target markets complete the action. Typically, it follows in this order.
- Impact
- Inspiration
- Action
- Result
Learning objective is what helps their target markets complete the action. Entrepreneurs will use learning objective as framework for their workshop. DiGiovanna simplifies the steps as follows.
- The what?
- Target market
- Pain
- Benefit
- Learning objective
DiGiovanna believes keynote is not a shortened workshop and workshop is not extended keynote because values and topics are different. Workshop is deeper of keynote. The key DiGiovanna wants entrepreneurs to remember is the more to sell, more to offer, and more dilute for workshop. The goal is to create the experience. The goal is to customize and connect. Furthermore, the goal is to connect the audience to the topic and to each other.
Based on statistic, people will retain about 10% of what they see, 30 to 40% of what they see and hear, and 90% of what they see, hear, and do. It is important to create connection. The best way is to have effective hot workshop openers. Entrepreneurs can ask the audience to imagine if they are the existing product. Entrepreneurs can identify one of the audience’s skill and share them. Moreover, they can customize a question for the audience or provide unknown facts.
To create experiential learnings, DiGiovanna believes there are 3 levels: visual, questions, and interactive exercises. Each level requires mastering in designing and delivering. For visual, entrepreneurs can have diagrams to help the audience walk through the process. Instead of works, they can use pictures and numbers for their slides to create powerful impact. For questions, entrepreneurs can use question to share information by using “what”, “when”, “how”, “why”, and “where”. Questions help deeper the learning or forward the action. Instead of telling the audience what it is, entrepreneurs can turn it to question. Instead of sharing the content, questions can be asked and let the audience understand the content by themselves.
“Unless what is learned is applied, there is no learning”
For interactive exercises, DiGiovanna shares 4 types: acquire knowledge, assess information, build a skill or practice a process, and shift behavior. For acquire knowledge, it can be sequential questioning, popcorn brainstorm, games, or group share. For assess information, it can be assessments, problem-solving swap, or unscramble exercise.
DiGiovanna shares that attendees are doing 70% of the work in workshop and entrepreneurs are teaching 30% of the work in workshop. Workshop requires more design work. It is a different set of skills for designing and delivering. It is important to focus on design as the foundation for success.
DiGiovanna reveals the remaining steps. Step 3 is to design modules for workshop outline. Step 4 is to develop experiential learning for interactive exercise. Step 5 is to develop online experiential learning. Step 6 is to create open, close, and timing. Step 7 is to create energy slides. Step 8 is to use webinar tools and setup. Lastly, step 9 is create market, price and fill.
Questions and Answers
It is important to ask beforehand for any follow up training. To shift the focus back to entrepreneurs from slides, DiGiovanna suggests entrepreneurs to turn off the screen or only have visuals on the slides. To prepare for the timing of the workshop, DiGiovanna will have end time on every slide. She will place a clock on the table to reminder her the time. Entrepreneurs should always time the presentation. The key is to articulate, and not memorize.