Before You Sell Anything with a Workshop, Webinar, or Event—Listen Up

Man… I tweaked my back this morning at F45.
So I did what any smart 40-something would do—I jumped into my cold plunge to loosen it up.

And while I was in there freezing my tail off, I started thinking about something that’ll save you a lot more pain than I was feeling in that tub.

If you’re planning to sell anything—whether it’s through a workshop, webinar, or live event—you need to hear this before you hit “go live.”

Because what I’m about to tell you could save you thousands of dollars and a whole lot of embarrassment.

The Costly Mistake I See Every Week

Yesterday, I had one of my SSHC students tell me her first webinar went amazing…
People registered. They showed up.
She gave value like a boss.

But she didn’t make a single sale.

Now here’s the thing—she didn’t do anything “wrong.”
She worked hard, showed up with good energy, and her slides were clean.
But she skipped the one thing that separates a “good” webinar from a profitable one.

And I told her the same thing I’m telling you now:

“You don’t start with the presentation—you start with the offer.”

Don’t Write a Word Until You Know the End Result

I’ve done dozens of workshops, challenges, and webinars over the past 10 years.
Some crushed it.
Some… bombed hard.

The difference wasn’t the topic, the audience, or even the marketing.

It was this:
Before you ever start talking, you need to know exactly what you want your audience to do at the end.

That “offer” doesn’t always mean a paid product.
It could be:

• Buying your book

• Joining your free community

• Booking a strategy call

• Signing up for your next event

But you need to know the end game before you build anything.

When you start with your offer, your entire event has direction.
It’s not random—it’s intentional.
Everything you teach, every story you tell, points back to that one goal.

Give Away the Good Stuff

Now, here’s where most people mess up:
They hold back.
They think, “If I give away too much, nobody will buy.”

That’s backwards.

Your free content should make people say,

“Dang, I would’ve paid for that!”

And your paid stuff should make them say,

“I would’ve paid five times what I did for this.”

That’s how you build goodwill and a long-term reputation.
That’s how you play the long game instead of chasing a few quick sales.

When you overdeliver, people don’t just buy your products—they buy into you.
And that’s what lasts.

Why People Buy

If you’re giving so much value away, you might wonder:
“Then why would they still buy?”

Simple—people don’t buy for information.
They buy for certainty and speed.

They buy because working with you means they’ll get results faster and with less stress.
They buy because they trust you.

That’s what every sale really comes down to: trust and time.
And both of those come from giving, not holding back.

The Next Time You Plan an Event…

Don’t start by asking,

“What should I talk about?”

Start with:

“What result do I want to help people get?”

Then reverse-engineer your entire workshop, webinar, or challenge around that.

Do that, and you’ll never run out of buyers—because you’ll never run out of trust.

If this hit home for you, drop VALUE in the comments 👇
And if you’re serious about learning how to run workshops and webinars that actually convert, come hang with us inside the Success Community.

Much Love,
Greg Todd

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