Every customer has expectations of a workshop/training/coaching that they are planning to participate in. So use the opportunity to gather these “hopes and dreams” – let them write their expectations on post-it’s right at the beginning and collect them. That’s why they are there, why they are investing their precious time. It’s what they hope to get in return!
Afterwards, you can analyze and cluster their expectations and you can integrate these key words into your ad campaigns! A great way to target new customers.