In the presentation:
03:29 – The 2 goals of a webinar
04:54 – 2 big problems you may face
08:32 – Why webinars?
11:05 – True or False: If you build it, they will come
13:13 – Write a module or watch a game?
14:34 – Here’s proof that webinars work
15:40 – Why do YOU think webinars rock?
17:56 – 6 big webinar mistakes
18:29 – How not to suck in the first 3 minutes
21:54 – Get permission for 3 things
24:29 – Dumping too much data
26:11 – 4 rules of teaching content
30:10 – What makes an offer resistible?
32:25 – Make them stay
34:53 – Keeping it cool
Learn from other world-class business experts at the upcoming JamesSchramko live event
Why webinars rock [Click To Tweet]
Hard sell or pre-sell? [Click To Tweet]
When they come, then we’ll build it. [Click To Tweet]
Teach the whole time, sell the whole time. [Click To Tweet]
Start the party at the end. [Click To Tweet]
James: All right. So this next session is, we’re going to be talking about webinars and automation with a really cool presenter. Taki’s very high-energy. He’s super professional. He presents very well. Even his slides are beautiful. The guy is just an amazing operator. So I would like to introduce a good friend of mine, Taki. We’ve shared meals and burritos and events and stuff together, so come on up, Taki. The stage is yours.
Taki: Oh, let’s do that. Let’s do it. Thank you, James. Of all of the introductions I’ve ever received, that was by far the most recent. Thank you. I reckon there’s two ways to teach and two ways to learn. How many ways?
Audience: (Different answers – two, three)
Taki: How many ways?
Audience: (Four, three)
Taki: Dude, this would go really well if, when we play Simon Says, when Simon says you do. How many ways?
Taki: Legend. There’s the old way and the…?
Audience: New way.
Taki: New way. New way goes like this. Oh, the old way goes like this. Guy stands in the front of the room, does a lot of?
Taki: You try to?
Taki: But it gets a bit?
Taki: And you fall a…?
Taki: Right. Let’s not do that. Is that cool?
Who’s ever run a webinar before?
Taki: Awesome. You’re welcome. What I’d love to know just quickly is, who’s ever run a webinar before? Just shoot your hand up. Oh cool, that’s more than I thought. That’s excellent. Thank you.
Who’s ever run a webinar with the purpose of selling something? Keep your hand up if you sold something. That’s really good. Super cool. That’s really helpful. OK.
So, James has asked me to talk about two things. He’s asked me, number one, to talk about how to run a webinar that sells, and then secondly, he asked me to talk about how to put bums on seats and fill a webinar in the first place. Is that cool with you guys?
Taki’s first webinar
Taki: Great. So, let’s just jump straight in. I’m a big fan of webinars. I think I ran my first one in 2009. Back when I had, actually it was a teleseminar and I made the mistake of trying to sell something online without having a website.
And so in the end, it was like, “So if you’d like to do this, send me an email with your phone number and contact details and I’ll call you tomorrow.”
And I had 46 people say, “Yes, please,” which is awesome, but then I spent my whole day tomorrow just calling everyone and doing this 15-minute, “So, I just remembered. Do you remember what it was?” “Yes.” “OK, it was that. So what I need to do now is take your payment and write that down. So, what’s going to happen next…”
It was completely unautomated, so I’m really glad that I found Ontraport a couple of years later. I think 2009. Actually, 2009 was when I first started with Ontraport, so thanks, dude, for putting that tool together.
I reckon when we run a webinar, we’ve got two goals. The first goal is that we want to deliver a webinar that rocks hard. What’s the word? Yes, wants to rock hard. You know, that wants to deliver amazing value so even the people who don’t buy, get off and go, “That was amazing. Thank you so much for putting that together,” and walk away with some value and a smile. Is that cool?
So, we want to do two things. Number one, we want to do a webinar that rocks hard, and number two, we want to run a webinar that converts like crazy.
And a lot of people try to run a webinar that sells and so you have great conversion once, and all the people who run the webinar and didn’t buy tell their friends and never come back, and you squandered your opportunity. Does that make sense? That’s what we want to avoid. Are you feeling me so far?
Taki: Yes, we want to, number one, rock hard, and number two, convert like crazy. Let’s just jump straight in. Here’s why I reckon webinars rock.
Why webinars rock
There’s a bunch of smart people in the room. Some of you guys are already doing it, who are getting hip to the fact that you can run a webinar to attract and convert and deliver. Webinars to market and grow your list. Webinars to sell your products and services. And webinars to then deliver.
Who runs webinars to teach stuff to their clients? Awesome. We’ll hang out. Awesome. Super. Super cool. So, it’s a wave that we can catch, and I‘ve gone surf here for James. So, there’s a wave you can catch.
Unfortunately, though, sometimes, the wave is not that great and we can screw it up pretty bad. I reckon there’s two big problems that happen when we try to run a webinar.
The first problem
Our problem number one is we have low numbers. I was talking to someone on the break just before who did his first webinar, was like super, super pumped and he had six people on it, which is super cool for your first one, so kudos to you.
But there’s nothing worse than trying to sell to an audience of one. Would you agree? Although if you had to choose between running a webinar to one or having a seminar and one person shows up, you’d choose the webinar every time. Right?
Taki’s first live event
First ever live event, I tried to promote, I was hired by this action coach guy. And he gave me this book, 74 pages worth of scripts that I was meant to follow. I had two weeks to jump on the phone. I was like, the marketing manager for the world’s number one business coaching team was my job title. And I walked in and he said, “So congratulations!”
I passed the interview which was somewhere else, and I walked in, he walked into his house. He said, “So this is your office,” and he pointed to the dining table. “Let me get things set up,” and he gave me a phone book and a phone.
I thought I was a marketing manager. I’m some glorified cold call dude. Anyway, so he gave me this folder which had 74 pages’ worth of scripts and my job was to call through the list, get people to say yes to come in to a seminar at the Balmain Tigers Leagues Club.
Has anyone been there? Glamorous, right? And the Legends room, about this big. And so, I did what I was told. You know, I jumped on the phone and I followed the script.
And there was like, blue was what I said, black was like to transition from one section of the script to the next, and red was what they were meant to say back.
Do you ever notice when you’ve got the perfect script, the prospect doesn’t? “No, no, no, Mr. Prospect, you were meant to say, ‘Taki that sounds amazing, I’ll sign up right now.’” And that never happened.
Anyway, so, we get to the start of the event. I’ve set up the room. The coach is inside, pacing, you know, the action coach guy was pacing inside, nervous, because it was his first gig, too. And I was out the front, at registration, you know, where the name tags are?
There’s 24 name tags there which was the number we were aiming for because the Legends room could only fit that. And 6:30 registration for a 7:00 start. 6:30, nobody’s there. That’s cool, we’re early, it’ll be fine. Won’t it?
6:45, no one’s there. 6:50, 10 to go. No one’s there. Five minutes to go, he was like, “Did you call everyone and made sure they were coming?” “Yeah, I called everyone and made sure they were coming. And they all said it sounded really great and they can’t wait to be there.”
At two minutes to, two people showed up. One of them was my best mate Mike who came for moral support, and one of them was an actual real prospect. And there’s nothing more embarrassing than presenting to an audience of one. On a webinar, you can fudge it a little bit, but let’s see if we can fill the crowd a little bit. Is that cool?
The 2nd problem
So, we’re talking about two big problems. Number one is low show-up rates. And number two is low sales. There’s nothing worse than pouring your heart out, giving amazing value, and then people at the end of it do what Dan was talking about before, and they clap and they say, “That was amazing, thank you,” and nobody gives you any money.
When I was nine, I was walking through Darling Harbour here in Sydney. We used to live in Melbourne, I came up to visit my dad.
We’re walking through Darling Harbour, holding his hand and there’s this busker who’s got this enormous crowd around and he’s just on his piece de resistance and his last move, and everyone’s cheering and he just yelled out, “Don’t clap, throw money!”
And I just remembered that and so the whole silent close thing, Dan, is super killer, because “don’t clap, throw money” is exactly what we want. Are you with me so far? So, in a second, we’re going to jump in to webinars, but before I do that I just want to say, James, you’ve done such a killer job of putting, bringing some amazing cats together.
There’s just smart cat after smart cat after smart cat in this room. So, it’s kudos to you for being the leader of such an amazing community. Let’s give him a little bit of a round of applause. Thanks.
So, let’s jump into this. Why webinars? Number one, you don’t have to travel. You can run it from your place in shorts and a T-shirt, no shoes, and just do your thing. There’s no travel. No set up. No pack down. No none of that.
Number two, it’s choreographed. The problem with selling one on one is that when you do your one on one sell, you get rejections and excuses and stalls? Who’s ever done that? So the truth is, you got to sell at some stage. Right?
But you can sell at the end which I call hard sell. We have to overcome the objections, deal with excuses and move through the stalls. You can hard sell at the end or you can pre-sell at the beginning.
What I love about webinars, you might want to write this down, first thing I love about webinars is you can choreograph the close so you hit every objection through the content so when it comes at the offer piece at the end, all of the bugs have been squashed and you can just sell your stuff.
Does that make sense? Hands up who here likes to hard sell? That’s what I thought. Right? So, you have a choice. You can hard sell or you can? Pre-sell. Right?
You can sell at the start or you can sell at the end. I’d rather be selling all the way through so that my offer at the end is just supernatural and people just go, “Wow, this is a complete fit for me and I’m going to go and do it.” Cool?
They’re high-value and they position you as the expert. I mean, think about it. To show up on your webinar, what have I got to do? I see an ad maybe, or read an email, and I click it. And I go to a landing page and I go have a read, “That looks kind of interesting.” So then what do I do? I register.
So there’s two things I’ve already done. Third, I actually put it in my calendar, you send me reminder emails, I read them, and at the right time, I show up. I’ve done, like, four things before you’ve even opened your mouth, which say you’re worth listening to. Is that different to how most of you sell that stuff? Right.
It’s leverage selling. First one I ever did, 46 clients in an hour and I had no clue what I was doing. Right? So, it’s a little bit fish in a barrel, which is super cool.
Lastly, it’ll allow you to hit your income goals this week.
Who’s built it and no one came?
In my community, Jamie runs a whole bunch of our tech stuff and helps clients with it. I’ve always got this process that we call the Duct Tape Webinar System. And this is… Who wants to sell some kind of an online course? Who already does sell an online course? Great.
So, what most people do is they go, “Great, I’m going to build this online course.” And they spend weeks and weeks and weeks and months and months and months building this course that they find out later on that maybe nobody ever really wanted.
So our first course says different. You know, have you seen that movie, “Field of Dreams”? What do they say? “If you build it, they will come.” You know, I think that’s just bad advice in business. Who’s built it and no one came? I’ve done that. So, we are going to do it the other way around. It’s when they come, then we’ll?
Audience: Build it.
Taki: Yeah. So, we go, what’s the product we are going to sell about? And then we map out fears and frustrations and wants and aspirations. These are the hot buttons we are going to tap into. Great. Let’s set up an email. Set up a webinar. Send out a promo email. People register.
Soon as they start to register, what do we have to do now? Well, soon as they go, like if I say, “Hey dude, here is how to get in shape without having to eat lentils.” Let’s say that’s our webinar topic. And somebody goes, “That sounds interesting!”
Now, soon as they register, I’m going to go, “Well, crap! They’re coming to this thing now. If they come, then I’ll build it and I’m going to write the webinar.” Exactly.
So, now I’ve got some time to write my webinar, and at the end of the webinar, I’m going to make an offer for a, let’s call it a six-week course. Right? Who’s been online and sent a six-week course before? Right? So, I’m going to build a six-week course and at the end of the webinar, I’m going to tell everybody all about it.
It doesn’t exist yet. No. What do we do? So, we sell it and we say it starts in two weeks. That gives you enough time to build Module 1. No. True.
Why is this better for you? Talk to me. Why is that better? You don’t waste time. What else? Now, you got clients, you know your target audience. What else? You don’t have to commit. You’re only building it for people who actually want it. And you’ve got a deadline. I love deadlines. I love the whooshing sound they make as they whizz past. Oh, crap! Right?
Here’s what else is good. As you go through your course, people learn Module 1 and they’re going to give you some questions and feedback that will inform your Module 2 and your Week 3.
So, I was in San Francisco touring around America, maybe two years ago and I’d just launched my 6-week course. It had a title and an outline of what, you know, week 1 we’re going to cover this, and 2, 3, 4. It’s week 5 and it’s Saturday afternoon, while I was traveling, was the “build your next module” day. Does that make sense?
So I’m at my friend’s place and he’s out with the rest of my family, and I’m about to start recording and I get a text saying, “Hey, there’s a 49ers game, do you want to come?” Cool, that sounds fun but I’m supposed to record my course, but it sounds really fun. So, here’s what we did.
Have you ever done a course and then found out about halfway through that you’re a little bit behind? You know, like you started it, you learn week 1, you’re really excited and then week 2, you’re kind of half excited, by week 3, you’re already a little bit behind. Who’s done that?
Come on. Let’s be honest. Right. Everyone has done that. So, I figured, here’s the perfect opportunity to get me off the hook. Let them catch up and I get to go to the 49ers game.
So, here’s the video. “Good day Rock Star, it’s Taki Moore here from Coach Marketing Machine. Welcome to Week 5. I’ve had a whole bunch of feedback from people who’ve already done the homework so far, congratulations to you. But I know there’s a good chance that you’ve missed out on some of the homework that you should have done.
And what we’re going to do in our next module, so important, you need to have these done in order to really capitalize. So, in the last four weeks, there’s really three core pieces of homework that you need to have got sorted. There’s this one about that, this one about that, this one about that. So here’s what we’re going to do right now.
This week is “catch-up week”. What I want you to do right now is download it, I’ve got the worksheet down below, download it. Give yourself a week to, you know, the next seven days to catch up.
If you’ve already done it, week off, awesome, I’ll see you next week and it would be good.” End recording, and I’m off to the 49ers game. Is that cool? I love webinars because they work.
This is Tristan Bond, a dude who just became a client of mine in September who earned $336,000 from his first webinar. He’s got a little list, like a couple of thousand people.
Adam Gibson. 72,000 bucks on a webinar. He’s living in Bali for a total cost of, I think, $4,000 a month, 5-bedroom house, pool guy, cleaner, maid, chef. Webinars really work and they’re heaps and heaps of fun.
So, other reason I love webinars is you can do it from everywhere. Have a look at my calendar.
This is my calendar for 2014. What’s the color that stands out the most? What do you think green might be? Holidays. Me and my family got six kids. I take the three youngest and my wife. We take four months off a year traveling around the world, just having a good time. Why? Because we’ve got webinars running. We don’t have to be in a physical location.
On why you think webinars are cool
So, that’s why I reckon webinars rock. But way more important than why I think they’re cool is why you think they’re cool. So, what I’m going to do right now is I’m going to give you half a song. I want you to grab a pen right now. Pick up a pen, or your keyboard if that’s your thing. I just want you to write in three reasons why you want a master webinar. Ready, set, go.
Just copy from the person next to you, that’s totally OK. It’s not cheating, it’s called research. Twenty seconds. Why a webinar is for you? Right. Turn to the person next to you. Tell him you’re through, “Listen to this…” Ready. Set. Go. Ten, nine, and… stop. All righty.
So let’s get into this. This is our job for today. It’s really simple. Our job is to build your conversion event. What’s the quota? What’s a conversion event? It’s the one event which consistently converts prospects into clients and it can scale. Does that make sense? Yes. One on one selling is awesome. It’s got a really high conversion rate but it’s really hard to scale.
So, what we want to do is we want to build a conversion event that rocks hard, that converts like crazy, and we can scale. All we are going to do is put more bums on the webinar seats. Is that cool with you? All right. You guys are getting better. I’m liking this. It’s awesome.
The Venn Diagram illustration
OK. I want to give you six big webinar mistakes right now. I’m going to give you a structure for running a webinar that converts. So, if you got a sheet of paper, I’d love it if you could just draw this out with me. We’ve got a Venn diagram. Three circles overlap. They’re more like ovals here because they got skinny paper. Cool?
So, there are six big webinar mistakes and as I go through them, I just want to layout. I am going to teach you the mistake and I’m going to teach you the fix, and by the end of it, you’re going to have exactly how to structure a webinar that rocks really, really hard. So, let’s do this.
Mistake # 1: No opening hook
Mistake number one. No opening hook. I think Dan mentioned it before. It’s kind of awkward.
In the middle of a live seminar like this, it’s like if I sucked in the first three minutes, Colin – by the way, I did know it was awesome, I was there – Colin, it’s kind of awkward for him to stand up and go, “Well, this is lame” and just walk out because you’re in a room and it’s a social group, it’s a dumb thing. Right?
But on a webinar, what could you do? If it sucks, you what? One, one click away. Yeah. I just got to Facebook and do something else. I’m one click away from bailing.
And so, what you need to do in your first three minutes? We’re going to do three things. We’re talking about our opening right here. In your opening, in your opening, we are going to do three things. How many things? Yeah.
Fix for mistake # 1
OK. First thing we are going to do, we are going to get their attention. What is it? Perfect. Attention. I’m thinking eyes. How do you get their attention? You make a big promise and you talk about the big problem. Simple.
Second up, we’ve got to create connection. What is it? Create connection. What’s that about? Tell me about the worst webinar you’ve ever been on. What was that like? Can you describe to me? Shout out some words. What’s the worst webinar you’ve ever been on? It was monotone. Great. What else? No interaction. Perfect. What else? It was a lecture.
Even worse than a lecture is when they give you the slides and they just read the bullets at you. “Dude, save yourself an hour and a half. Just PDF the things. Send it to me. I’ll be done in three minutes so we can all get on with our lives.”
What else? Talk to me about crap webinars. Condescending. Technical issues. Yeah, I hate that. My worst ever technical issue, a dude introduces me and gives me the best intro ever, “And now, introducing all the way from Sydney, Australia, Mr. Taki Moore.” And then, power out.
In my side, I’m like, “Sigh.” I try to avoid that. Sometimes, it’s out of your control. What else sucks about a bad webinar? They run overtime. Exactly.
So, here’s what we are going to do. We want to grab their attention early and hook them because in the first minute or two, they’re going, “Is this going to be as great as the guy talked about? I can click away in a moment.”
We’ve got to create connection. And the thought about webinar, we want to set up this dynamic that is not going to be a lecture like someone over here said, but it’s going to be a two-way conversation.
Why? I reckon conversions happen in conversations. So how do we do that? Well, even 10 minutes before the webinar starts, what can you do? Play some music, ask questions, exactly.
I read this book which said to play music at the start of your webinar. Like before the webinar starts. I think it’s a great idea. I think song selection is really important.
I thought, music – great idea. “Sexual Healing.” (Laughter) So this is the first time I ever did it, the only time I ever did it. We’re in the chorus, it started to get a little creepy. So I just said, kill that right now.
So we’re basically going to welcome people, and we’re going to ask them a question. We’re going to ask them, where in the world are you from, and what’s the best thing that’s ever happened to you this week? People start to talk to you. Right?
When you start your webinar, you’ve talked about your big promise and your big problem, and then you go, “So, what’s the hardest part about running a webinar for you?” or “What’s the hardest part about (blank) for you?”
And people will type in their biggest problems, you just read them out and now we’ve got a dialogue going. Are you following so far? Great!
3 things that need permission in a webinar
So there’s three things you need to do: attention, connection, third thing you need to do is get permission. What’s permission? Well, you’ve got to get permission for three things. You’ve got to get permission, number one, for your style.
Have you ever had, like been in a seminar and somebody’s at the front of the room and you judge them because their shoes suck, or their accent is weird, or they lisp, or their hair’s all messy or whatever. Who’s done that? Right!
So if you’re the person at the front, you want to get permission for your style right away so they can’t use that against you.
So if I’m in a webinar I say, “So welcome everybody, let me just give you a quick heads up about how today’s going to work. I’m going to speak quickly with an Australian accent for the rest of this webinar.” What, I can’t change that. And some of my American dudes tell me to slow down, I’m like, “I’m not going to slow down so just listen faster.” Cool?
“We’re going to make this interactive, not because I think interactions are cool, but because I want to find out exactly what’s going on for you so I can tell on my content and give you exactly what you need, is that OK?” They were like, yeah. So I got permission for my style. That’s number one.
Number two, permission for my content. “Let me tell you what I want to cover today.” Just read out the bullets you used in your marketing and you’ll be 90% on your way there.
Thirdly, permission for the sale. Have you ever been on a webinar or been on stage and you had to make an offer and you were really cool and smooth when you were teaching them and when you got to the offer, (gasp)? Who’s done that or seen someone do it? Right! So you want to get permission for your sale upfront.
I’ve got this friend, Kerwin Ray. Anyone know Kerwin? Kerwin’s hilarious. This is Kerwins permission for sale:
“So you’re probably here wondering, ‘This all sounds really good, Kerwin, but is this going to be one of those webinars where you teach me some stuff and then you try to sell me something big and expensive?’ I want to let you know that I’m not going to leave you disappointed.”
That’s one way to do it. It’s not my way, but that’s one way to do it.
Here’s how I do it. I say, “So, we’ve got an hour to get, I’m going to give you everything I can in the hour we’ve got. And at the end of that, I’m going to show you where to go to get more help if you want it. Is that OK?” People say “Yes.” What do you do at the end?
“Right at the start of today’s session, I said I was going to give you everything I could in the hour we’ve got, and then I’ll show you where to get more help if you want it. Let me show you where to go get some more help around this stuff.”
And you just transition into your offer, really smoothly. Is this helpful? I think my value per minute is quite high right now. Are you good?
So, we’re going to get attention, connection, permission for, what were the three things? Who can remember? Style, and content, and sale – exactly! We’ll come back to that one in just a second.
The first big webinar mistake is that there’s no opening hook. You got three minutes to grab them, and if you lose them, they’re not going to stick around through the end of your session. Helpful so far? Right.
Mistake #2: Teaching too much
Mistake number two: teaching too much. We’ve got this crazy thing that we do where we want to give people amazing value, and so we give them the data dump.
Have you ever had one of those situations where a friend, like, because you’re all smart, and a friend goes, “Hey, I’d really like to just maybe buy you coffee or buy you lunch and pick your brains for a bit.” Who’s had that conversation? Right. So they do, right?
So they take you out for lunch, and they usually take you somewhere cheap and nasty, but that’s whatever. And you spend like an hour or two hours or whatever it is. You just give them the best stuff.
And you’re like, “Dude, I just wish they realized how much value I just gave them.” And then you know they say, “Thank you so much, that was amazing.” And they walk away with a big smile. Right? How much did they implement? Nothing. What kind of results did they get? None.
Here’s the thing: You gave them all of the information, and it’s not enough. ‘Cause we’re not here to give them information. We’re here to create a transformation. Do you see the difference? Your job on a webinar is to help them make three or four great decisions.
And so, this piece here, the second big piece of your webinar, it could be called The Teach, but I call it The Stretch. What’s the word? Stretch. Yeah, what’s a stretch? It’s where we teach them your content in a way that teaches them what to want.
Let’s say we’ve got an hour on a webinar. Am I going too fast? Is this making sense? Are we good? All righty. Let’s say we’ve got an hour on a webinar. That’s a clock face, and we start here at the 12 o’clock mark.
By the time you’ve done your intro piece, it’s 10 minutes in. We want to make our offer about the 45-minute mark. That gives us 35 minutes to teach. In 35 minutes, you can only teach three pieces of content. OK? Write that down. Three pieces of content.
What do we in each of the three pieces of content? Well, we’ve got to be really careful about what we choose to teach, and what we choose not to teach. I’m going to give you four rules for each of your pieces of content. Ready?
4 rules in teaching content
Every bit of content you teach must:
Number 1 – Further the sale. If it doesn’t help you sell stuff, it doesn’t belong in your webinar to sell. If it’s a teaching webinar, different story.
Number 2 – It’s got to give you the chance to show proof. So after you’ve taught your thing, it needs to show that it’s real. Ezra talked about science and belief as well as testimonials and case studies.
Number 3 – It’s got to keep people engaged. How do you keep people engaged on a webinar? Interact, great-looking slides, good stories, and questions. You could do polls and stuff like that as well.
Number 4 – It’s got to be perceived as valuable content, which cracks me up. Who thinks that perceived value is bull***t? I hate that word – “perceived.” Why don’t we just get rid of “perceived” and actually give real value, what do you reckon? Is that OK?
I could kind of smoke and mirrors it or I could actually give you value. I think it’s easy just to give real value. How do we make it perceived? We’ve got to do something before we teach it to make people actually want it in the first place. You following?
I’m just going to take a quick second, I’m just going to play us half a song. I just want to know what’s been most helpful so far. Tell the person next to you, what’s been most useful for you so far? Ready, set, go.
Taki interacts with audience
And stop. All right, let’s take the conversation from table level to room level. I’d love to hear what’s been most helpful for you so far. Just shoot your hand up, let’s hear from three or four real quick. What’s been most useful for you?
Yeah. Three pieces of content. Is that less than you’ve been delivering ‘til now? Less than you will when you do. Yes.
‘Cause we want to deliver so much value, but remember, when we think value, what most people do is deliver data and information. We end up firehosing people with content instead of helping them make decisions. Cool? Thank you!
By the way, if somebody does something good in a room with me, if they shoot up their hand or call out an answer, we give them some love. What’s your name? Louise? We’re going to give Louise some love.
It goes like this, I’ll say, “Let’s give Louise some love.” I’ll count down 3, 2, 1. We’ll all give her one loud, crisp clap in sync like we were black and had rhythm. Ready? Let’s give her some love, 3, 2, 1! (Clap) Louise, good job!
What else? What’s been most helpful? Yeah. Three points for the opening hook, where? Perfect – attention, connection, permission. Let’s give him some love, 3, 2, 1. (Clap) Awesome! What else?
Having a system to follow. You know I think a blank page is the scariest thing in the whole world. One of the things that James and I have in common is that we’re both really good at taking complicated and turning them into systems so now you’re just like ticking boxes.
The moment you’ve got your six things in a minute, we’re going to have six things to do, you just got to tick the box and you’re done. Let’s give him some love, 3, 2, 1. (Clap) All righty!
So, we talked about the opening, we talked about the stretch. The big mistake is that we teach too much. And we end up with “clap, don’t throw money.”
Mistake #3: A resistible offer
So that takes us to the third major piece of your offer. What makes an offer resistible? I reckon two things. Number one, lack of clarity. If I don’t know what are these, how it’s going to help me and how to get it, that’s a bit of a problem, would you agree? Like slight issue.
So number one, clarity. So you can go with really clear or it’s unclear. If it’s unclear, we’re not going to sell. So we’ve got to move it this side. Who’s with me? Great! So clarity, firstly.
Secondly, is it undesirable or desirable? So it’s OK to be clear like there was a book on Amazon.com called “Castration: The Advantages and Disadvantages.” Really clear, not very desirable. Good example? Just popped in my head, I thought I’d share. That’s what I call a resistible offer, right fellas? Not super cool.
So we want to make an offer that is incredibly clear and really desirable. When we do that, then we’ve got everything set up just the way it needs to be.
The 3 EASYs
I’ve got a client called Rob Nixon, and he talks about something called the 3 EASYs. And you might want to write these down, I think they’re really useful. He said that every time you make an offer, you need the 3 EASYs.
Number 1, it’s got to be easy to understand.
Number 2, it’s got to be easy to use.
And number 3, it’s got to be easy to buy. Even if you just took those three things and apply that to your offer, how much better would things be if everything you sold was easy to understand, easy to use, and easy to buy?
So what we got so far, we’ve got three of the six big mistakes. Now I’ve given you the three major pieces of a webinar. And I think, if you just use a little bit of common sense, you’ll go, “Yeah, well every webinar’s got to have like a start, and a middle, and an end.” Right? So I think they’re the three that everybody would talk about, but I think there’s three in between.
One that happens here, one that happens here, and one that happens here. And those are the three that will make you the most money. So I want to share those with you now, is that OK with you? No, I know it’s crap, we should stop right now. All right.
Number #4: No stick strategy
So do you remember before, what minute mark do we start to make our offer? Assuming it’s a 1-hour webinar, let’s call it 45 as a rule of thumb. What happens if partway through your webinar, somebody bails and it’s not 45 minutes yet?
They don’t see you off, you don’t make any money. It’s kind of a waste. So we need some way to get people to stay to the end. It’s called a stick strategy. So the fourth mistake is the no stick strategy.
Fix for mistake #4:
The fix is what we call the Stick, what’s it called, the? So the Stick is, how do we get people to stay to the end so at least they hear my offer.
You’re going to teach great stuff in an hour, I reckon the easiest stick in the world is to say, “All right. We’re going to be moving really quickly. I’m going to give you everything I can in the hour we’ve got. Take the very best notes you can and if you’d like, you know, try to keep up.
But if you like, I’ll be happy to give you a copy of an audio recording and a copy of my slides. If that will be helpful for you, you just type in ‘Yes, please.’” People type in “Yes, please.”
What have we got? Now we’ve got 80% of the people on the line want the stick strategy, and then you say; well, here’s me. Firstly, everything I do is completely true and very transparent.
So I’m going to say, “You know what, I’m really crap at remembering this sort of stuff. I’m going to give you everything that I can. We’re going to get to a Q&A piece at the end. Can you do me a favor? When we get to the Q&A, can you just remind me to give you that stick strategy, is that cool with you?”
What have I just done? I’ve given them a reason to stay, that’s the bonus. But what else have I done? I’ve made them responsible for getting it from me. So now they’re like double locked in to stay until the end. Is that sneaky or cool? It’s both. It’s sneaky, cool. Helpful so far?
Does anyone here deal with, like, associations? You know, like you market through an association? Great! A lot of associations have CPD points that they’ve got to keep up with to stay current. Like if you’re an accountant you have so many hours of learning.
So I know that a lot of you guys are here ‘cause you want to get the CPD points. Make sure you remind me at the Q&A, and I’ll give you the CPD code for today’s session. So now, they’re going to get the CPD code or the stick strategy here. After you’ve just done that. Good so far?
All right. How are we doing? Thumbs up I’m good, thumbs down this sucks, thumbs in the middle undecided, keep going, dance, monkey boy. Well good, that’s great!
Mistake #5: Awkward transition
This is funny, but it’s uncomfortable for everyone who’s gone through it.
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