promotion


hour,” says Taylan Yuzak. “You can still learn a lot in that timeframe.” Farmer, who hosts the PR in your Pocket podcast, adds:


“People buy from people, so share your journey. And it’s important to me to make sure the masterclass is super helpful, even if my paid offer isn’t right for someone – it’s not just about the sell.” She follows up with anyone who attends a live masterclass to see if they’d like a chat about her offer – and if it’s the right fit for them. She says that the key is connection and conversation. “People don’t buy things immediately,” she explains. “Even


on a masterclass, they still need to know if it’s right for them. This isn’t about giving the hard sell at all, but learning what problems your potential customer has and how you may be able to solve them.” Amanda Jane Outram, a public speaking and selling confidence coach, advises referring to your offers throughout the masterclass: “This avoids the build-up and awkward segue into the big pitch at the end. Use phrases like ‘and in my full training programme, we go into this a lot deeper’. Everyone knows a masterclass includes a sell-in. Just say that you’ll give the next steps to carry on learning with you at the end of the masterclass. That way, it’s not clunky or awkward. “And follow up with everyone who attended – that’s where the selling really starts.”


Don’t stress about the tech If you’re nervous about using the technology, then rehearse with a small group. Outram advises: “Get one or two people on a call with your chosen platform and practise screen sharing, using the mute button and operating the chat function if you plan to use it.


“


I pay someone to let people in and alert me if the sound dips. It’s helpful as you can just focus on presenting


Practise with all the features you plan to use. I always use a good-quality headset as I find the sound and ability to hear my voice clearly is better for the audience.” Popular platforms include Zoom and Google Meet. Farmer, who uses the paid platform Butter, says: “I also


pay someone for the hour to let people in and alert me if the sound dips etc. It’s so helpful as you can just focus on presenting.” Other tips include using a basic ring light, two screens to


see your slides and the chat and recording the masterclass so you can sell it on your website. “Get everything you’ll need during the session ready and open in the tabs before you start,” says Michelle. “Email all attendees in advance with the online link and how to contact you if they have any joining issues. And stay calm if the tech doesn’t work.”


Bring them in Spread the word and talk about your masterclass a lot before you actually deliver it. Farmer says: “I think people are a bit more cautious of


giving their email address out now. So, I try to increase my social media following before a masterclass, and reach out via Instagram or Facebook DM to people who I think would find it useful. I do this every day for two weeks before the event.” You can also mention it in your newsletter, at networking


events and in online communities, and add a pop-up to your website. Whatever you do, don’t leave the promotion until the last


minute. The whole point of a masterclass is getting people to attend. No-one wants to find themselves talking to an


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