Marie, the owner of a small language school that offered immersive courses, sat at her desk, staring at the schedule. Despite excellent feedback from her students, she was struggling to fill her upcoming classes. She knew her courses were of high quality—students often left feeling confident and excited about their new language skills—but new clients weren’t coming in as she had hoped.
After weeks of brainstorming, Marie had an idea that could turn things around. What if she offered a free workshop? It sounded simple, but she wondered if it could truly attract more clients. Free offerings weren’t new to her industry, but she wanted to do it in a way that was meaningful and engaging.
Why a Free Workshop?
Marie didn’t want to run just any workshop. It had to give potential students a taste of the full immersive experience her language school offered. She envisioned a fun, interactive session where attendees wouldn’t just learn a few phrases, but they would feel like they were already starting their language journey.
Her workshop wouldn’t be about hard selling her courses. Instead, she would focus on connection. She would get to know the attendees, answer their questions, and most importantly, show them how approachable and supportive she was as a teacher. In her mind, it wasn’t about giving away knowledge for free—it was about building trust.
Planning the Workshop
Marie decided to create a beginner’s workshop focused on conversational language. It would be a taster of what her immersive courses offered. She wanted to keep it simple yet effective, so she broke down the planning into clear steps:
Choose the right topic: Marie picked a theme that would resonate with complete beginners—greetings, introductions, and simple phrases that could be used straight away. This gave attendees something immediate and useful to walk away with.
Keep it interactive: Instead of just talking at the attendees, Marie planned several group activities that would allow them to practice and engage with each other. The goal was to make the experience feel inclusive and fun, not intimidating.
Create a welcoming environment: Marie ensured the workshop would feel comfortable. She avoided formal presentations and opted for a relaxed setting, encouraging people to ask questions and participate.
The workshop wasn’t about being the best or most prestigious language school; it was about being approachable, relatable, and fun. Marie knew that if she could make her potential clients feel at ease and excited to learn, they’d be far more likely to sign up for her full courses.
Delivering Value, Not Just Content
When the day of the workshop arrived, Marie was ready. She greeted everyone at the door with a smile, asking about their interest in learning a new language. As the session began, she didn’t dive straight into teaching but instead took time to introduce herself, sharing her own passion for languages and why she started the school.
Throughout the workshop, Marie made sure to balance teaching with conversation. She encouraged everyone to try out what they were learning in small groups, offering gentle corrections and plenty of praise. By the end, the room was buzzing with energy. Attendees were excited, speaking to each other in the new language, and some even asked if they could stay longer to practice more.
Marie didn’t offer discounts or pitch her courses heavily. Instead, she ended the workshop with an invitation: “If you’ve enjoyed today and want to continue learning, I’d love to have you join one of our courses. You’ve all done so well, and I know you’ll thrive with more practice. Feel free to reach out if you have any questions!”
What Happened Next?
Over the next few weeks, Marie noticed something incredible. The attendees from her workshop began signing up for full courses, and not only that, they were telling their friends about it too. Word of mouth spread quickly. People talked about the positive atmosphere, how they felt welcomed, and how they weren’t pressured into buying anything.
Marie’s language school, which had been struggling to attract new clients, was suddenly full of enthusiastic learners. Her free workshop hadn’t just been a marketing gimmick; it had been a genuine opportunity for people to see the value of her teaching, experience her approachable style, and feel confident in their decision to invest in their learning journey.
What Can You Learn from Marie’s Success?
Marie’s story shows how offering a free workshop can attract more clients—not by focusing on sales, but by creating value and building trust. Here are the key takeaways for small business owners considering a free workshop:
Be authentic: People respond to authenticity. Marie didn’t try to oversell her courses. Instead, she shared her passion for teaching and created a space where people felt comfortable.
Give real value: A free workshop isn’t about just giving a teaser. It’s about offering real, usable knowledge. When attendees walk away feeling like they’ve gained something valuable, they’re more likely to come back for more.
Focus on connection: Whether you’re running a language school, a fitness studio, or a consultancy firm, connection matters. Build a relationship with your attendees, and they’ll remember you when they’re ready to invest in your services.
Create a positive environment: The workshop should be an enjoyable experience. Marie made sure her session was interactive and inclusive, leaving attendees feeling empowered and eager to learn more.
Ready to Attract More Clients?
If you’re a small business owner wondering how to attract more clients, offering a free workshop could be the solution you’ve been looking for. Just like Marie, you can grow your customer base by creating meaningful connections and offering real value.
Need help crafting a strategy that works for your business? Contact Mark A Preston, Customer Growth Coach & Speaker, and discover how his coaching and training can help you attract more clients by building trust and offering the right value.
