How to Use a Free Workshop to Grow Your Business Part 2 of 4

Congratulations on finding a venue through which you can host your free workshop. Next, it's time to decide what kind of content you will present. Here are a few things to consider when choosing your presentation content.

Know Your Audience

The cardinal rule of public speaking, this guideline keeps you on point, on par with your audience, and on your toes. Consider the presentation from your potential attendees perspective. What would be important to them? What is the greatest thing they could gain from their attendance? What kinds of problems do they have, and how can you solve them? What information or tips would be most valuable?

If you truly have no idea, then it pays to poll your potential audience members to find out what is important to them. Alternatively, you can speak to the director of the organization to find out what kinds of folks (age, demographics, professions, employment status, etc.) typically attend their events or belong to their organization. Don't be afraid to ask pointed questions - it is essential for you to get inside the minds of your potential prospects in order to present the most appropriate information possible.

For example, if you are a tax attorney presenting to a group of CPAs, you would use appropriate terminology and make certain assumptions of the audience's understanding of the material (otherwise you would be perceived as condescending). Likewise, if you are a tax attorney presenting to a group of senior citizens, you would not make the same assumption and you would take the time to explain any industry jargon, abbreviations, or technical terms.

Less Is More

Once you know all about your audience, you can begin to compile relevant information for your presentation. Keep in mind the old adage, "less is more." If your topic is particularly complex, choose just one or two key segments to focus on, and you can pave the way for a return invite to continue a multi-part series. If your topic is fairly simple, yet you have a unique spin on it, keep the material relevant and plan to open the floor for Q&A.

Be Mindful of Time

If you are invited to speak for an hour, plan no more than 40 minutes of material - in most cases, speakers try to include too much information, which often causes them to go over time, or else not finish. It is far more professional to finish early and open up the floor for questions and answers, rather than to go over time. Your audience will always appreciate a slightly shorter workshop rather than being inconvenienced by a presentation that runs too long. Again, if they are positively riveted by what you have to say, it's still best to leave them wanting more (and to get invited back to present additional information).