How to run a marketing workshop for beginners [like me]
Whatever you want to call them, here's how I like to structure them.

Workshops, training sessions, fireside chats, whatever you want to call them, here's how I like to structure them to make sure they're more than just a talking head:

0. Prepare the workshop - For the industry. For specific personas. Looking at competitors. Analyzing past data. Checking out current channels and strategies.

1. Start fun but don't waste time - Start by breaking the ice with a quick question or scale check-in like the one in the image [I use Butter for my workshops]. Nobody wants to start a call with the serious stuff. But most people also don't want to waste their time. So keep it short and sweet. + you can always take similar breaks throughout the workshop to break your content

[push the focus back to the agenda]

2. Slides are fine - Always back up what you're saying with an image, graph, at least text and numbers. We used to make fun of plain black text on a white background. But it's better than just having people stare at you. Or worse, do something else.

3. Take notes - is fine but ultimately you just need to note the follow-ups. Everything else will be in the slides and additional resources you provide.

4. Always give an overview of what you'll discuss - You're dealing with team members from junior to senior roles. Some might genuinely not be interested in a part of your workshop. But clearly outlining what you'll discuss keeps everyone excited for the fun parts.

[Next, is where things start to heavily depend on the type of workshop you're running. So I'm just brain dumping some ideas.]

5. Prioritize problems - You won't have time to focus on everything. Prioritize core challenges or topics accordingly. Don't forget to ask for/make more time for extra workshops as needed.

6. [if the workshop is focused on ideation] Get your team to contribute with a mass of solutions - Encourage everyone to go for quantity as opposed to quality [literally the only time when this is fine].

7. Give participants the resources they need - Whether it's a worksheet for use during the call or a bunch of templates and checklists to guide their future efforts, these will guarantee more clarity. There's a huge difference between telling someone they need to focus on the entire user lifecycle and actually showing them how to do that.

8. Use any kind of extra,  or similar

9. Leave some room to identify further problems the team might need help - When you ask for feedback, don't just ask if everything was clear or made sense. Get into specifics. Ask them what they'd like to change or if there's any particular issue they noticed with regards to [X] problem/strategy/whatever.
If this edition made ya' change something about your growth strategy, don't forget to send it to a friend and save their content!

Until next time,
Alexandra Cote

Thank you for being part of this newsletter. Each month, I share tips, case studies, original research, and playbooks I've worked on during my time at Paymo, Wynter, DesignFiles, and more.

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