Who is my class or workshop for?

Well, who do you best serve? Who will get the most benefit from studying with you? You've heard about niches and target markets, segmenting... and that stuff is important.  More important, however, is to deeply consider for whom you are willing to spend your life energy, your time, and your passion.  Do you know what clients are your very favorites? And, perhaps the most important question: Do you give yourself permission to create CONTENT you love for the PEOPLE you really love teaching? 

Who is this class that I'm creating actually for? In thinking about who an offering is for, consider this: Are you the teacher for this particular group or demographic? Can they experience transformational learning with you? We'll be talking more about who you are for later in the course, but for now, take a breath and a moment, and imagine seeing a room filled with your very best students. Who are they? What do they look like? What do you notice? Any feelings come up for you as you imagine this? 

Developing Objectives with a SMART Sexy Vision 

Setting a strong foundation early in your workshop planning is key to sexcess. A vision statement is where you think BIG, and objectives are the specific ways you will enact your vision in this particular instance. You want to create achievable goals based on strong understanding of what you have to offer, who your audience is and what you know they can get out of a workshop with you. 

When thinking about objectives, think SMART:

  • Specific
  • Measurable
  • Achievable
  • Relevant
  • Time-Oriented

Here is are some examples of not-so-SMART objectives:

  • Participants have a life altering experience that will change the course of their future
  • Participants will become experts in Sexological Bodywork, and leave my workshop with everything they ever needed to know about it.

And here are some examples of SMART objectives:

  • Participants will increase knowledge of specific techniques for erotic connection.
  • Participants will leave the workshop knowing three techniques for erotic massage that they can practice with others.

Objectives are about taking your larger vision for your work and applying it to this specific workshop. Here are some questions to ask yourself:

  • What three specific skills/techniques/pieces of information do I want my audience to come away knowing?
  • How will my participants know that their money was well spent?
  • Are there ways I can measure the success of my workshop?
  • What knowledge of my audience am I using to create my core objectives?
  • How do I know this material is relevant to my audience?
  • Over what time period do I think the lessons from my workshop will be applied?
  • What is unique about the workshop I am offering?
  • How am I helping my attendees integrate their learning in their life after the workshop?

If you don’t yet have the answers to these questions, don’t fret! By the end of this seminar, one of OUR objectives is that you feel more confident with the material and the ways it applies to your work.

One of the reasons we love SMART objectives is because they set you up for success! Create objectives you KNOW your amazing workshop can achieve while pushing your edge. Can you be visionary in your thinking but realistic in your expectations? Here is your chance to find out! At the end of this chapter, fill out the SMART objective worksheet. 

Getting to Know Your Audience 


There is a wide range of methodologies available to help you understand your audience better. Some are involved approaches that take months to craft, while others can be done in relatively short periods of time. One of the most important lessons I (Heidi) have learned in years of hosting sold out, successful trainings is that you can never know enough about your audience. I am constantly refining my approach, testing out new ideas, surveying, talking to people, and making adjustments.

In an ideal world, you would want to do a basic market analysis of your audience. A market analysis helps you understand the special needs and trends of a specific market. There are a lot of resources available on how to conduct a market analysis.

Informational Interviews

Even if you don’t the time to do the full-blown assessments listed below, there are quick and dirty ways to getting at your audience needs. One of the benefits of an informational interview is that the informal format allows you to talk about what you do, and to hear honest one-on-one feedback.

In order to select participants for informational interviews, you can always start with your professional network. Consider making a list of people who you would consider part of your “core audience.” They might be former clients, attendees of past workshops, mentors, colleagues or friends. Think about people who you really want at your workshops. Then, and here is the scary part, reach each out to them. People LOVE to talk. Tell them that you value them and their opinion. That will get about 90% of people talking.

If you have already hosted a few workshops, consider reaching out to that handful of people who seem to attend everything you host. In my personal experience, this is also a great way to pay a compliment to someone who is obviously deeply interested in your work.

Some questions to consider asking in this setting include:

  • What kinds of workshops have you attended in the past year?
  • What was the most useful learning you got from those workshops?
  • In an ideal world, what kinds of trainings would you like to see?
  • What kind of workshop formats work best for you (online, in person, lecture-based, interactive, etc.)


Online surveys are a powerful tool for understanding your market, and becoming highly response to your audience. Surveys can be used to pool your audience about future workshops you are considering developing, or after a workshop to evaluate and learn about challenges and opportunities from previous offerings. 

During a workshop, it can be a great idea to leave the last 5 minutes to let attendees fill out a paper feedback survey. Another alternative is that you can send out a post-workshop evaluation to your participants, making sure to direct traffic back to your website and other marketing materials in the process. 

Something to be aware of is survey fatigue. Try not to over-survey your audience. However, enough engagement through this tool shows your audience you are interested, and working to improve and refine your offerings.

Likert scales vs Yes/No answers 

When designing a survey, consider when a yes/no answer is appropriate and when you might use a likert scale, which is a psychometric scale often from 1-5 on a survey (1 = Strongly Disagree, 5 = Strongly Agree). There is no right or wrong approach, but just different methods of getting information. 

For example, consider these survey questions: 

  • How much did this training increase your understanding of Sexological Bodywork on a scale of 1 to 5?
  • Did this training increase your understanding of Sexological Bodywork?

The first question gives you a sense of how much the training increased understanding, and second gives you a sense of if it did or did not increase understanding. I find for myself (Heidi) the likert scale in this instance would give me more information than a yes/no answer. 

A few of the types of questions and topics you might include in a survey:

  • Did you learn something that you will apply in the future?
  • Please rate the effectiveness of the presenter/facilitator on a scale of 1 to 5. 
  • Please rate your feelings about different aspects of the workshop on a scale of 1 to 5; 
  • Technology
  • Workshop format
  • Food 
  • Venue 
  • Facilitation
  • Registration process
  • Description of the workshop in the announcement
  • Pace
  • I would recommend this workshop to others in the future. (Yes/No) 
  • Participating in this workshop was a good use of my time. (Yes/No) 
  • What component of the training was most useful to you and why?
  • Please suggest any training topics you would like to see us offer in the future. 

Putting Your Network Into Action 

 Marketing your workshop can be easy as long as you know your audience and how best to engage them! This takes time and can be a slow process. There are several avenues you want to look at in when considering your marketing approach. 

These include: 

  • social media
  • email marketing (see below) 
  • your personal network, in person networking 
  • print media 
  • blogging

We will go into more depth about marketing in Class 4. For now, begin to think, dream and pull all the threads of your network!


Email Marketing Platforms  

There are a range of email marketing platforms available to you to market workshops and communicate with your audience, from free to costly. What you choose depends of your business and your audience. Email is a powerful tool for you to market your class, and build your business! Your core audience WILL read your emails. 

Choosing an email marketing platform is outside the scope of this class as there are many to choose from. Some excellent resources that walk you through the different email marketing services available: 

Read THIS and THIS if you want to know more. 

Things to consider:

  • What is the size of your email list? Good old fashioned email doesn’t need a marketing service if your list is on the smaller side.
  • What is your level of comfort learning new technology platforms. What kind of support do you need?
  • What is your budget?

Now go ahead and put these ideas into practice.  Complete the Class 1 Worksheet and find your path to Sexcess! 


  1. Download the "What the Heck am I Doing?" worksheet.  Complete and submit by Saturday, Jan. 17 using the form below. 
  2. Post a weekly check-in, in the Collaborative Learning Forum
  3. Attend our upcoming class 


Class 1 Worksheet

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