How to Run a Workshop (Webinar) on Substack

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Examples

Here’s an example of my announcement post for the Go Viral workshop.

Here’s what the replay post looks like.

Feel free to take anything to help you set up your workshops/gatherings/sessions.


00:03 Understanding the Value of Paid Access

00:30 Creating and Announcing Your Workshop

00:50 Crafting the Perfect Workshop Post

01:36 Managing the Paywall and Subscription Button

01:45 Handling the Zoom Link Distribution

02:34 Building a Community of Writers

02:50 Pricing and Selling Your Workshop

03:20 Post-Workshop Actions: Video Upload and Transcription

03:50 Creating a Replay Post with a Free Preview

04:23 Video Settings and Podcast Integration

04:49 Finalizing Your Workshop Post


TRANSCRIPT

Introduction to Substack Workshops

[00:00:00] Here's how to run a workshop on Substack.

Understanding the Value of Paid Access

[00:00:03] Workshops are a very clear paid offering for people. People don't understand paywalls on content. Why is this content free, but that content I have to pay for? That doesn't make sense.

[00:00:17] Access makes sense to them. I have to pay for access to the community. I have to pay for access to you, the Substacker and to be part of your workshops.

Creating and Announcing Your Workshop

[00:00:30] These are all my Substack mastery workshops. And when you click them, you get this nice video. It does have the auto start on Substack and there's no way to turn it off right now, but what's lovely it will generate a transcript for you. If you have a podcast or an RSS feed, the audio will go into that as well.

[00:00:50]

Crafting the Perfect Workshop Post

[00:00:50] Announce the workshop in a regular post.

[00:00:54] That will look like this. I just have a headline. I don't put anything in the [00:01:00] subtitle. I have the date down here. By not having a subhead, people will see the date first, and I just liked the way it looks without a subhead.

[00:01:11] Always say that the replay is available. I will convert more paid subscribers on the replay often than the live announcement. And a lot of people can't make it.

[00:01:22] I put in a description of what the workshop will be. Bullet points of what they'll learn. Remember to put a button up here. Some people will be sold at this point. And then a button here.

[00:01:34] And then Zoom link below.

Managing the Paywall and Subscription Button

[00:01:36] Go to More and click Paywall. And that will put the paywall wherever your cursor is.

[00:01:41] Your paywall also serves as a subscription button.

Handling the Zoom Link Distribution

[00:01:45] The Zoom link needs to go out to everybody. You can't email it to them. Substack is on a four-hour lag. So let's say the workshop is at 6:00 PM tonight. It's 5: 59. I am very diligent and remember [00:02:00] to send it out to everybody. Anyone who's become a subscriber will not get the email.

[00:02:04] This is how it will look to your free subscribers. Post as usual, they get a subscribe opportunity here. Subscribe opportunity here. And then the Zoom link below and they're going to hit a paywall. You're paid subscribers will not. They'll just get to scroll all the way down. Notice this gets a whited out because they're already paid subscribers. Zoom link below, and they're just going to hit the Zoom link.

[00:02:32] There's one more part to the announcement.

Building a Community of Writers

[00:02:34] As Substack's head of writer relations Farrah Storr puts it, We do these workshops in good faith that people won't sign up for the link and then subscribe. We're here to build a community of writers who will come together to grow. If you prefer to purchase the workshop, you can do so here.

Pricing and Selling Your Workshop

[00:02:50] I housed the workshop on Thinkific. That's just where I have my courses. People can buy it separately for $35. Once the [00:03:00] workshop has passed, I up the price to $45. I don't want people subscribing, doing the monthly, and then unsubscribing.

[00:03:07] This is a custom button. Go up to buttons. Do a custom button. It will ask me for the text. I'll write purchase this course separately.

[00:03:15] And then the URL to my Thinkific site will be here. And this is what it will look like.

Post-Workshop Actions: Video Upload and Transcription

[00:03:20] After the workshop, you're going to choose a video post specifically. You can embed video, but I want you to do it as a video post. Once your MP4 file from Zoom is downloaded select the file here that will upload. You'll upload it. Imagine this is it. It isn't. It will start to upload. It does take a bit. If you have any guest hosts or anyone to add, you can do that. Here it will generate the transcription.

Creating a Replay Post with a Free Preview

[00:03:50] I make it clear that it's a replay. I state what we'll cover. Here's the transcript. I've got details on the workshops. This is going out to all of my subscribers with a [00:04:00] paywall at the bottom. What that does is allow me to show a free preview. You can designate where you want it to be. That will set a free preview. Unfortunately, it will always look as if your people can see the whole workshop. They can't. It will only show them two minutes and 31 seconds. Of the workshop or whatever your free preview is.

Video Settings and Podcast Integration

[00:04:23] You can edit the thumbnail. It will also allow you to select from the timeline. You can trash the video and upload another.

[00:04:31] Go to settings. This is where you can elect to have the audio in your podcast feed. I can turn this off and it won't go to that. If I do, and I have Apple connected or Spotify or wherever the audio will automatically go into the podcast, RSS feed.

Finalizing Your Workshop Post

[00:04:49] You'll want to set up the social preview, the SEO, which I've gone on over elsewhere. And then set it up. It will automatically default to paid [00:05:00] subscribers. You'll have comments from paid subscribers and you can order the comments. And that's how to do a workshop.