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Sharing your expertise via masterclasses can widen your audience and boost your income. Linda Harrison reports


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unning masterclasses has massively helped me grow my audience and launch my PR products – from my PR membership to group programmes,” says Jenna Farmer, a PR specialist for small businesses (https://


jennafarmerpr.co.uk). “I’ve had up to 100 people on one masterclass. I use the sessions to provide free information to a big audience, and also upsell to sell products and services.” Filiz Taylan Yuzak is a content writer and social media


marketer, and founder of Vibrant Content (https:// vibrantcontent.co.uk). She has trained more than 180 people in three LinkedIn online masterclasses this year. Taylan Yuzak says: “A masterclass is a great opportunity to


introduce yourself and your services, and your free discovery call, lead magnet, contact details or website. It gives you clients, newsletter subscribers, website traffic and discovery calls.” It can also be personally rewarding. “It helps to reduce any isolation I might feel as a solo limited company director,” says Michelle Eshkeri, a finance and professional services content and copywriter who runs Let ME Write (www.letmewrite.co.uk). “I enjoy imparting my


People want some quick tips to implement so make sure the content is easy to consume


knowledge and showing people how to market themselves more effectively through online masterclasses.” So, where do you start, what is involved and how do you get an online audience to hang on your every word?


Pack in the value Lisa Johnson is a global business strategist and author of Make Money Online (https://lisajohnson.com). She advises: “Start with a hook so people are invested in


watching. This could be what they’ll learn during the class, such as ‘I’m going to be also telling you the one mistake people make…’ Yes, it’s a bit clickbaity but it works. “Give value – people always worry about giving away too


much and that people won’t come into a course if they do, but it’s not true. People come into courses and programmes for all sorts of reasons, like community and accountability, not just knowledge. So feel free to give more than you think.” Michelle advises avoiding ‘death by Zoom’: “Make the session as interactive as possible using polls, break-out rooms, exercises and Q&A slots. People want some quick tips to implement so make sure the content is easy to consume. Provide a recording of the session, a copy of the slides in pdf format – watermarked to protect your intellectual property – and other follow-up resources to give great value. “Have a timed agenda and try to stick to it. And smile; it’s


supposed to be fun.” And avoid making it too long. “I love the lunch and learn concept, which is just half an


Some tips from a confidence coach


• Run your first masterclass with a small group Talking and getting feedback from your audience will help grow your confidence.


• Open with casual chat The worst thing for your nerves is talking at a silent audience. As soon as you get your audience talking to you, it quietens the negative internal chatter.


10 | theJournalist It’s usefult to start with


something topical or my latest Netflix binge. I look for facial expressions to see who it resonates with, then encourage them to talk back to me: “‘Oooh, Lauren, I can see that you agree. Come off mute – talk to me.”


• The more you can get your audience involved, the more you’ll all enjoy it Be clear on how you want


people to interact. They can stay on mute and use the raise hand function to show when they want to ask a question – this stops them cutting in, potentially causing you to lose your flow. Keeping up with the chat and questions can be distracting for your first masterclass; it’s easier to have your audience speak directly to you. Get someone to support you with this if needed.


• Rehearse a few times so it flows without having to think about it This is important because it allows you to break away from relying on and reading from slides. You’ll become more animated and your personality will shine, which is far more engaging. Don’t try to memorise a


script and have as little text on the slides as possible. I never have a fully scripted


talk – I have a planned flow and ad lib to make it more interesting for the audience.


Amanda Jane Outram https://www.amanda- jane.com


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