Cindy: In this episode number 9, I interview Mark Anastasi. He is an internet entrepreneur, an international speaker, and the author of New York Times best-seller and Wall Street best-seller Laptop Millionaire, well The Laptop Millionaire. He’s been doing some incredible things with webinars including how he is spending $2,000 in solo ads that he got. He had 800 registrations on his webinar and then he pushed them to 2,200 webinar registrations, and he generated over $200,000 in sales in 19 minutes. This guy here is he has a whole lot to share about webinars registrations and I appreciate you being here Mark. I know that you have a lot more to share than just that. Today Mark is going to be sharing a whole lot of things about how to benefit, how to change it from webinars versus stage, how to press the webinar, how to sequence it, how to … all sorts of things. Mark I’m really, really happy for you to be here today. Thanks for joining us.

Mark: Thank you very much Cindy. Thank you for this opportunity to share with you and with your audience. It’s great to catch up with you again. I don’t know if a lot of people know that you used to live in Cyprus, in the island of Cyprus in the Mediterranean.

Cindy: Yes just around the corner.

Mark: Absolutely, and so we all missed you out in Cyprus, out here in Europe.

Cindy: I miss you guys and congratulations on your cute little babies, your twins.

Mark: Thank you, thank you, thank you very much.

Cindy: Let’s talk a little bit about how, because you are mostly known for your stage presence, you are able to pack in people. You’ve spoken in 116 countries and you’ve also managed to transfer that stage presence into online webinars, what is the difference? Maybe you can start by that and why did you choose to do webinars and get more webinar registrations? What’s the difference between stage presentation and webinars? How did you make the transition?

Mark: Well, for me it started out back in 2003 when I was broke and homeless and I was just depressed. I attended a personal development seminar in London and it just completely transformed my life. I won’t say overnight but very quickly. It just changed every aspect of my life, my feelings about myself and later on I applied this also to starting a new business. Thanks to attending a business seminar that also changed my life financially speaking. From there early on I wanted to kind of give back and pay it back and I wanted to become a speaker so that I could share with people the transformation that I had experienced in my own life by transforming my mindset.

I changed my mindset and then boom, everything changed in my life. I started out by writing e-books and I published the e-books and that went very well. I used the income I was generating from e- books and of my online ventures to set up a seminar company. I’ve had 16,000 people attend my seminars. My marketing has always been very, very average and kind of home spun, not very elaborate or sophisticated. It has just been me putting on a video or writing a sales page saying, “Listen, you’ve got to come to this seminar. It’s awesome. You are going to learn about this, this, and this. It’s going to change your life.” Because I really wanted to convey that, I genuinely wanted people to attend the seminar and to transform their lives, to touch their lives I feel that why … I think on some level, on some organic heart to heart level, people were feeling that the that’s why they were showing up at my events.

Like I said my marketing was very basic, very unsophisticated. Back in 2010, 2009 rather the Australian speaker Steven Essa, I flew him over to the UK, he spoke at my event, the speed cash seminar and he explained to us, back in 2009, how he was using webinars. He was getting his clients to create amazing businesses thanks webinars but I wasn’t using webinars yet, it actually took over a year to get around to doing my first webinar. I did the first webinar in May 2010. I’ll get to that but to answer your question to whether I’m using e-books or seminars or webinars or it’s a book or is a teleseminar or an interview, it doesn’t really matter. It’s all the same thing. It’s just me sharing value, sharing information, sharing what I’m passionate about with my audience, with people out there. I don’t really view it as, oh I was doing seminars and now I’m doing webinars or I’m doing … Why I’m I doing webinars? Why am I doing seminars?

It all comes from the same place of wanting to reach as large of people as possible.

Seminars, I think, they are fantastic because they can create more of a deep impact in people. It’s a total immersion environment and you have them there for one, two, three, four days and you get more of a chance to affect their mindsets, transform their mindsets, and have them and experience real transformation in their lives but with webinars, the benefit is of course that people don’t have to travel over there. You don’t have to spend $20,000 or £20,000 to put on an event. you don’t have all those expenses. People can tune in for 60 minutes, 30 minutes, 90 minutes from all around the world and listen the what you have the say. There is pros and cons of international businesses Cindy as I do I. our clients are from all over the world and webinars are a great way to add value and reach out to everyone.

Personally I prefer seminars because they are face to face and there is a different energy to it. You really get to connect with people. You really get to see them face to face, eye to eye, really get to listen to the experiences that they have had in their lives and what challenges they have had. What they need. What worked for them as well. I wrote my book, The Laptop Millionaire, which was based on out of the thousands of clients and seminars that we have had over the years, what strategies really, really worked for them, for about 35 of them and I included them in the book. That’s where the idea for the book came from. Webinars, seminars, they are very different but I’ll say this, if you have a highly converting 90- minutes webinar PowerPoint presentation, it will confer just as well if not better in front of a live audience.

There is not much of a difference between doing a sales pitch on a webinar and doing one on a live stage. It’s pretty much the same structure in a 90 minute presentation. You got to do the introduction and speak about yourself, your journey, what you have achieved, why you are here in this webinar, and then teach some content, then transition into the closing if you enjoyed this presentation, if you learned something, if you are interested in this topic then you probably need our help with, dah, dah, dah, and this is why we’ve created this brand new offer and this is what is in this offer. You explain the benefits. You explain the features of it. You add some bonuses to it, you recap … there is a whole sequence to creating a sales pose which I probably won’t get into right now because its, there is many great courses out there about it but to answer your question again, to get back to your question, webinars or seminars to me it’s the same thing. It’s two different modalities of and opportunities to reach to people and share with them something that can help their lives.

Cindy: Yeah, it funny that mentioned about the real energy that [inaudible 00:08:30]to be able to have to do anything the that you believe in your products, you need to believe … you are not trying to sell someone but actually trying to help them better their lives and improve their lives. That’s what everyone I’ve ever spoken to who they 100% believe [inaudible 00:08:50] it’s not crap. They are not just trying shove it and make a few dollars. If you are going to be really successful you have to your own what it is you are doing and really you get excited about it. I want to talk a little bit about, different ways that you fill your webinars, because that is something that you are pretty actually stand out, awesome at and I’m sure our listeners and fans would love to hear about how you fill your webinar. Can you share some tricks there?

Mark: Absolutely, so, actually I created a course for our coaching clients called 14 ways to fill your webinars. I will share with you these different strategies and I can go into more detail in any specific. Let me just … I’ll share the list.

Cindy: That will be awesome.

Mark: Then we can discuss a couple of them if you want. Filling your webinars, of course I’ll say this; email marketing is by far the best way, the most instant way, the most powerful way to do it. In fact I will say, if you want to have success online, if you want to have an online business probably one of the most key things you need to do is build an email list. I’ve built an email list of about 6,000 people back in 2005, 6,000 email subscribers in 2005 and I’ve generated, I don’t know, maybe 5, 6 million dollars in sales just from that initial list of 6,000 people. It has built to about 20,000 now, 50,000 subscribers but the point is that building a mailing list it’s so powerful.

Filling your webinars first and foremost either build up your email list, do whatever it takes to build up your email list or use the email list of the person, the expert that you are interviewing on the webinar. The expert that is presenting the webinar. It depends whether you are doing your own webinar or you are doing a joint venture webinar with someone but either your mailing list or the expert presenting the webinar. His mailing list or her mailing list that is the first point. You need to have an email mailing list.

If you don’t have an email mailing list then get you joint venture partners to promote your webinar for you. How can you get other people with mailing list to promote your webinar for them? Be resourceful, create value for them. Find a way. Figure out a way to add value to them first. This month add value to three or four, five, six of your JV partners. Figure out what they need. Figure out how the help them. When I was starting out, I went to various seminars in London. I introduced myself to the speakers and I didn’t have much of a mailing list. I didn’t even use a mailing list when I was starting out but I knew about how to post e-books online, how to publish e-books online. I said to them, “Hey, listen, I loved your seminar. I can publish your e-book online for you for free. It will be a passive income for you. I will do it for you for free just because I enjoyed your presentation.”

I was basically building a relationship with them. Adding value to them first and then they gladly promoted me to their audience. This is not what I had in mind at the time but that is how it has worked itself out. When you give value to these people, chances are they will want to give back to you as well. Promoting your email list. If you don’t have JV partners, if you don’t have an email list but you have a bit of capital, you can buy some solo ads. I’ll say this about solo ads, my first ever webinar in 2010, I emailed my mailing list. I said I’m doing a webinar first time ever and we had 800 people register for the webinar. I thought, “Okay this is going to be a successful webinar. It’s going to work quite well but I want to get more registrations for this high converting webinar and I contacted two marketers that I knew. One had a list of 500,000 subscribers. Another one had a list of 50,000 subscribers. I gave them both the same offer.

I said, “I’ll pay you $1,000 if you promote this webinar to your list this week.”They both sent out the emails. I sent them $1,000 each and my registrations went from 800 to 2,200. They added some extra 1,400 registrations, about 757, 770 People showed up on the webinar or maybe even as many as 800 showed up on the webinar and that generated $100,000 on the webinar and $100,000 with the three webinar replays that we did. That was $200,000 in total from that first ever webinar that I ran. Like I said I bought essentially two solo ads. What I find works better now is if you are going to use solo ads, if you are going to go through that expense, solo ads can be a bit hit or miss but if you have a great source of solo ads, don’t use it to promote a webinar. Use it to build to build your email list and then promote a webinar to your email list because people buy from people they know, like, and trust. People who show up on the webinar of people they.

What I would say about solo ads and what I recommend people do is that instead of just using solo ads to promote a webinar directly, you should use solo ads and use really good solo ads with some solo ads from some great suppliers of solo ads not all solo ads are equal but you should use solo ads to build your email list and then promote a webinar to your email list. Actually build your email list using solo ads, build a relationship with your new subscribers and then promote a webinar, is how I would put it. Because people tend to buy from people they know, like, and trust and people tend to register for webinar when those webinars are recommended by people they know, like, and trust. That’s important to keep in mind.

Promoting webinars via emails, that’s very important email marketing, solo ads. Build up an audience on Facebook. Spend time, spend even 12 months, spend an year to build up a massive audience on Facebook, it’s going to be worthwhile. Post on your wall two or three times a day. Remind people, all your Facebook friends, your Facebook fans, your Facebook group members, let them know that you are having a webinar on, create Facebook events. I create a Facebook events for my Facebook page and Facebook event for my other Facebook page and Facebook events for my friends, and Facebook … basically it’s free to do so. It’s free to have a Facebook account. It’s free to create Facebook events. Use those tools that are available to you on Facebook.

Also use fivver.com to build up an audience of people on Facebook. It’s not the best most powerful strategy but it can work. This is what I mean, back a few years ago I spent $390 to buy 78 gigs on fivver basically …

Cindy: That’s a lot of gigs.

Mark: That is a lot of gigs. I basically found people on fiver inviting their Facebook friends to your Facebook groups. I created Facebook groups and I paid somebody $5 to invite all of their friends to my Facebook group. For example, the passive income Facebook group. In the space of about 3 weeks, I had 22,000 new Facebook group members. I spent $390. I got an audience of 22,000 new Facebook group members. Keep in mind these people, they are not my friends yet. They just registered for a group but what it meant was when I was posting updates on these Facebook groups or on these

Facebook pages they would see them, they would see these updates on their newsfeed for free.

It wasn’t costing me anything basically, as a test because this was all part of a new marketing experiment that I was doing, I promoted my webinar for one week just on Facebook without paying for ads just on Facebook to my audience of 22,000 Facebook friends and Facebook group members and Facebook fans and I got 700 registrations for the webinar in one week for free just by doing this. I say for free, I spent $390 …

Cindy: That is amazing [inaudible 00:18:16]

Mark: Sorry Cindy, can you repeat that please? When you post on Facebook …

Cindy: [inaudible 00:18:36] for people to come in and check it out. It’s not just a notification, they will get a notification in their email as well.

Mark: Absolutely, absolutely, yes and a lot of things have changed since I last did this experiment but nowadays on fivver.com you have so many different ways of getting people to promote your links or your webinars even to their audience. For example, you can have them retweet or tweet to their Twitter followers the link to your webinar and that is sort of another way of doing it using just retweet.com or sponsoredtweets.com or fivver.com to get people to tweet about your webinar. Which reminds me actually, another thing that you can do with Facebook and this is something that a coaching client of mine Irina Milova used very successfully. You can ask the administrators of successful Facebook fan pages whether you can post your webinar, your webinar link, on their Facebook fan page.

Let’s say there is a relevant Facebook page with 30,000 Facebook fans on it, you can contact the administrator of this Facebook fan page and say, “I have a webinar that is relevant to your audience, would it be okay if I post this link inviting people to this webinar on your Facebook fan page. Irina she said this, she emailed me saying this, “I contacted the administrators of 20 large Facebook pages, asking for their permission to place the webinar link on their page and 50% of them, half of them said yes.” That was quite an interesting experiment as well.

Cindy: That is amazing.

Mark: You can go to Facebook …

Cindy: My daughter, sorry on that subject, my daughter has actually built a massive Facebook following in her group and she doesn’t have to pay for it. All she does is find related groups contact [inaudible 00:21:00]

Mark: Amazing, amazing so she basically tells them, “I’ll recommend your group to my people if you recommend my group to your people. We do swaps of that nature.”

Mark: Amazing, amazing, I held recently a seminar, the prosperity power workshop, and I kept reminding people there that you biggest resource is your own resourcefulness. Your biggest resource is your own resourcefulness and these are beautiful examples of exactly the sentiment behind that statement that there is so much available to us, so many opportunities and you just got to think a little bit outside of the box. You got to be resourceful. You got ask 20 people, “Hey is it okay, so we do a swap and recommend each other’s Facebook groups to each other. Is it okay if I add value to your audience by doing a webinar for them?” Another client of mine, her name is Lucy Johnson and Lucy attended some of our events back in 2009, 2010.

She tried to make money online, it wasn’t working. She spent £10,000 to get a website created for her. It didn’t make her any money. She was a former fitness instructor an aerobics instructor and personal trainer. In the end she just gave up. She said, “You know what? Nothing is working for me but I have all this great information about how personal trainers can got more clients, I’m just going to do a free webinar and I’ll just do it once to share my content, to share my knowledge and that’s it. I give up on the whole internet marketing thing.” She did a webinar out of the love in her heart that she wanted to help personal trainers with this information. She contacted two fitness instructors with mailing lists. She said, “Listen, I have a great webinar I just created. Is it okay if I present it? I’m not selling anything. I don’t want anything. I just have some content I’d like to share with your people. Is that okay?” these two people said, “Yeah, okay, that’s fine.”

She did the two webinars. She wasn’t selling anything. But got a ton of webinar registrations.  People loved the webinar so much that they were begging her, they were asking her, “Please can I buy from you this is great content? What’s the next step? Can I get coaching?” she made £17,000 later that week by selling to the people who loved her free webinar.

Cindy: That’s incredible.

Mark: It’s the moment she stopped trying to make money and just came from the heart and shared some great content with people and boom, things started to flow. Now she does over, I think £1.5 million a year, £1.7 million a year, £2 million a year. She is living in a $25,000 a month massive villa in Marbeya. it’s incredible what she has achieved in the space of just five years because … It started with just I want to help personal trainers get more clients and I want to share this information with people. It started with webinars. Your biggest resource is your own resourcefulness. Contact people, contact people with mailing lists, contact people with large audiences. Get them to tweet about you, get them to comment about you, get them to post your webinar link on their Facebook groups, the Facebook fan pages, for example, be resourceful. Invite the members of your linkedIn group, post on LinkedIn, build an audience on LinkedIn. I mentioned creating a Facebook event.

LinkedIn ads and Facebook ads, we have used those very successfully to get registrations for live seminars but I haven’t used them for webinar, so I’m not sure about how they would work in terms of webinar but I see webinars promoted all the time on Facebook by, I think, Robert Kiyosaki or [Havelka 00:25:20], so that must work on some level. It all depends, of course on your marketing funnel, your lead acquisition costs. If it costs you $5 to get a lead through advertising on LinkedIn or Facebook perhaps but you know it’s going to make $20 on the back end then great, use Facebook ads and LinkedIn all day long, but like I said it depends on your lead acquisition cost and your value per visitor value per prospect in a sense the value per lead in your own marketing funnel.

Other strategies for filling events, one strategy which is quite fun, which I’ve used very successfully to promote books has been paying bloggers to basically promote whatever it is that you want to promote. Whether it is a book or a webinar. There is websites like payperpost.com or smorty.com S-M-O-R-T-Y, smorty.com, blogsvertise.com, sponsoredreviewes.com, there is a bunch more where bloggers will basically say, “I will review your webinar or video or your book et cetera in exchange for $10, $15, $20, $30 and upwards from there. That’s some of the most successful marketing I’ve done for promoting my book. It has been very successful in that regard.

Cindy: [inaudible 00:26:56]stuff like that.

Mark: You don’t write it yourself, they would write it for you. Sometimes they do ask for like can you give me some content.

Cindy: A bit of an outline.

Mark: To make it easier for them but typically what I find is whether it’s $10 or $15 or $1,000 for a blogger, a blogger with a huge audience, they actually want to review the video or review the book themselves and typically what they will do is they will have, they will say some nice things about it but they will also say one or two things that are a little bit less not 100% complement. They might say, “Oh, well I thought it was too long or it was great content this or that but it was too long or it was great book. I learnt fantastic strategies but at times it sounded more like a sales page or something to that regard.” They keep it more …

Cindy: It’s more realistic then too.

Mark: Exactly, these are the kinds of things people can do to fill their webinars. There is a story I like to share about one of our students. His name is Volagi, Volagi I don’t remember his surname but Volagi attended one of our events. He learned about this strategy of being resourceful and joint venturing and getting some traffic and he contacted an internet marketer by the name of Kavit Haria who was promoting some social media webinar and he says, “Kavit, can we do a joint venture webinar please? You will present the webinar Kavit but I will promote the webinar and I will fill the webinar and we split the sales 50/50.” Kavit said yes and basically Volagi used these types of strategy. He used social media. He used his own small mailing list at the time but he basically got 760 clicks, 760 people to basically click on the webinar link.

About 300 of them registered, 114 people attended the event, the webinar and they generated $11,500 in sales. Basically Volagi …

Cindy: Love it!

Mark: I know, it’s absolutely amazing because he hadn’t spent any money to build and he didn’t have much on his mailing list, he had maybe 1,000 people in his mailing list. Using social media, emailing his email list a few times, he got 760 clicks and that was turned into $11,500 which meant basically what about 6,000, there is $05,750 for Kavit, the presenter, and the same amount for Volagi. Again I love these stories. These are the kind of stories I put into my book. This is why I remember them and know them and I like to share them because it’s examples of people like when I was starting out, all I knew about internet marketing was that I Hotmail email account and that was it. That was all I knew about it.

I love the idea that you can learn something, change your mindset, learn something, be resourceful, get resourceful, make things happen, put a few things together, and boom suddenly you have income out of nothing. Out of just your thoughts.

Cindy: It’s incredible, isn’t it?

Mark: Yeah [crosstalk 00:30:29]

Cindy: Back in the day when I was … Oh, sorry

Mark: What you share about your daughter as well that’s fantastic, that kind of mindset and resourceful, that’s great.

Cindy: Well, it incredible and you talk about Hotmail, back in the day when I was learning my way around this and it’s about being resourceful

and learning as you go. Googling the crap out of everything. I actually thought HTML was an abbreviation for Hotmail. It was so funny. You learn, don’t you?

Mark: That just reminds me of some joke things that I saw like moms who use messages like text messages and abbreviations and this mow that basically wrote to us, hey have a nice day at work WTF. The son wrote back and said, Mom, what do you mean WTF? What do you think mom the word WTF means?

Cindy: Oh dear.

Mark: She was like, what was it, wonderful thank for everything or something like that. Anyway I wish I remembered I would’ve actually completely messed with the punch line.

Cindy: I know, she totally missed that.

Mark: HTML, Hotmail, great, fantastic.

Cindy: I learned it’s not Hotmail. We are probably going to have wrap things up pretty soon. You’ve shared a ton of incredible stuff. We

had a couple of people asking, if English is not your first language, how can you still make money with webinars? Do you have any tips? Do you have any examples of people?

Mark: I’m French and I grew up in Greece, so English is my third language but that’s one example.

Cindy: You have a very strong grasp of the English language …

Mark: My grandmother is English, so that helps I’m being a bit but you are saying people that speak a little bit of English or don’t speak any English at all.

Cindy: They speak a little bit of … yeah. They speak a little bit of English but they are not comfortable enough to hold webinars themselves in English.

Mark: Okay, well I’ll say the first thing is that who said that you need to do webinars just in English? We have the idea because we speak English, we do business in that language, we have the idea, oh webinars can only but in English. Of course not, that’s insane. It can be in any language. In fact it might work even better if you do it in your language, in French or in Italian or in German. In fact I actually have a lot of clients who do webinars very successfully in Italy, in Belgium, Germany and it works even better in their markets because they are not as saturated or in their market, in their language webinars are something, wow this is incredible whereas it might be more common place in the US or in the UK.

What else can I say? If English is not your first language, you can always hire somebody to, even an actor, if you get in fivver.com you can pay somebody $50, $80 an actor to be the persona, that English language persona for you business. Again I know a lot of people who would actually rather remain, what is it called?

Cindy: Anonymous.

Mark: Anonymous, thank you, that’s exactly what they do. They have an online persona, I’m thinking of Cyprus guy I know specifically. They have an online persona and it’s an actor, American actor, that they pay $80 to basically do their videos for them, present for them and they just tell them what they want to be said and you have the actor in American voice doing that work. That is one way of doing it but also at the end of the day if you are promoting somebody else’s webinar and they speak English maybe you don’t need to be the one introducing the webinar. Maybe you can have somebody spend three, four minutes at the beginning introducing the webinar and you know how to do the marketing and that’s your value add in that transaction. Do you have anything else you want to add about this?Have you …

Cindy: Now that we are talking about it, now that we have just started talking it’s sort of jogging my memory a little bit here when

[inaudible 00:35:23] we released Clickbank Pirate and it was like one of the biggest selling things that we did like way back in the day. Our top affiliate was French and he spoke English, he was able to take what we had and then he translated it into French and he would hold training, live training, they weren’t called webinars back then but he would hold sessions where he would just pull a bunch of people together and he would present them in French. He was one of our top affiliates. I completely forgot about that but yeah you are right.

Mark: Amazing, amazing in these market if people think, oh, it has to be in English, no it’s really doesn’t and I have seen many people take that strategies that we use successfully in England or in the US and do very, very well in other European languages. I say European languages because that’s, we have a lot of European clients attend our events but I also know in South America people have been very successful in South America with using these very strategies as well.

Cindy: Absolutely, that’s awesome. Do you have any last minutes bits and pieces that like to share before we wrap this up?

Mark: I just want to share one story and it’s one of my favorite webinar registrations stories. One of our clients and his name is Tom. He is an Australian guy. When I found him, when he first attended the seminar somewhere in 2009, he was living, sleeping on the floor in a bedroom in his girlfriend’s house, actually his girlfriend’s parent’s house. A young 24-year-old Australian, parents insisted that he had to sleep in a separate bedroom blah, blah, blah, and here is what he did, he attended a training via social media. He had about 3,000 people in Facebook and on Twitter and he started using Facebook and Twitter. He could get some free clicks on Facebook and Twitter. Then he learned about webinars probably from Steven Essa presenting of this speakers seminar of ours.

Stephen Essa who happen to be my brother-in-law now, he is the webinar expert from Australia and our young Australian friend Tom in London learnt about webinars, learn about licensing. I gave some examples of times I’d licensed courses, people had licensed my DVDs and then sold them and things of the nature. Here is what happened about six months later, one of our clients said to me, “Mark I have this software that adds friends on Facebook an autopilot. Are you interested in promoting it? We can join venture.” At the time I was just too busy. I had so many things going on. I said, “You know what? I’m sorry I don’t have time for this. I’m that not interested to be honest it’s not my thing but listen my friend Tom here knows a lot about …” I don’t know why I recommended him to Tom but basically I put those two people together.

What Tom did is he basically did a deal with this software developer, he said, “Yeah, I will license the software for you and I will pay you $2,000 to basically license this software for me.” The software developer was super happy, wow $2,000 for something I created. This is great. Our friend Tom started selling this software for $2,000 a pop on webinar in the space of about four months. He did $2.4 million in sales. He created a webinar presentation that was just converting like crazy. Everybody started promoting his webinar. He was doing like 7, 8, 9, 10 JV webinars a week to the biggest list possible. He did $2.4 million. Of course there were refunds and stuff like that and we had to split 50/50 with the other JV partners that were promoting this webinar but still it was an unbelievable transformation in his finances as you can imagine.

Cindy: That is incredible.

Mark: Just one last 30 seconds story. My sister Karina who was unemployed for a year, she worked in film production in Greece.

She got fired five times from five different TV production companies. She was unemployed for an year. She came over to Cyprus to spend time with me. I worked on her mindset. I gave this course by Steven Essa, this course on webinars. I said, “Listen, study this course and I want you to do you first webinar a week from now. She did and she presented her first webinar. I promoted it to my list and we had about 300 people on the webinar and she made 16 sales at a $1,000 per sale. $16,000 in sales from her first ever webinar.

I should say that what she did before hand in the first month having an online business she basically got 100,000 Twitter followers. The webinar was called how to get 100,000 Twitter followers in 30 days and her coaching program was, I will coach you on how to get 100,000 Twitter followers. She got 16 sales. She made $16,000 and she said to me that in her job in TV production, getting paid like 500 bucks a month in Greece, she would have had to work two years to make what she had made in 19 minutes on her first webinar.

Cindy: That’s incredible and that’s life changing, isn’t it?

Mark: Of course, of course, and again these are kinds of stories that I like to collect and to share and I have many more. A lot of them are in chapter 11 of my book, The Laptop Millionaire. That’s the chapter devoted to webinars and it’s just amazing how powerful webinars can be. That my last little tidbit on that note.

Cindy: That is amazing and thank you so much for sharing all of these stories and thank you for your time and all of your input today. I’m sure everyone is going to love this content. Thanks for joining us. Mark: Thank you very much Cindy. Thank you very much, take care.

Cindy: All right, talk to you soon, bye.

webinar registrations

Cindy Donovan: In this episode number seven, I interview Mark Thompson, he has been creating products and building a massive online business for ten years now selling over twenty million dollars in products sales.

During this episode, Mark is going to be discussing some strategies that he uses to fill his webinars as well as some tricks that people just starting out with webinars can use to pull more people in. He’s going to share some strategies about how to maximize registration page conversions and how to make the most out of your follow up sequences, but most of all, how to get more people out of your webinars. Thank you Mark, very fantastic to have you here.

Mark Thompson: Thanks for having me, I appreciate it.

Cindy Donovan: Lets start straight in here. What do you think is the best source of traffic for filling up webinars.

Mark Thompson: Well, the best source is going to be your own internal email list but I’m sure there is going to be a lot of people listening that don’t have an email list. You need to do one of two things. One , you could try to drive paid traffic to your registration page or you can try to leverage other people’s authority, influence and their email list to try to fill those spots. I would prefer to try to find other people that help fill those spots just because, obviously if you are paying for traffic and you are driving people to a registration page, you are only going to get a fraction of those people to register, and if this is an especially new webinar that you are running, you are not really sure how well its going to convert.

There is a bit of a risk there because you are going to be investing into paid traffic that you are not really sure what your return on investment is going to be. I always try to leverage other people’s email lists or affiliate partners to help fill the spots for the webinar.

Cindy Donovan: Okay, that’s fantastic. Did you have any sources … You’ve been doing this for a while, you have your connections and your list of affiliates. How do you reach out to get more people to want to promote for your webinar

Mark Thompson: So, there are two things. One, you could hire a JV broker or a JV manager, someone who already has the relationships with affiliates and vendors who have an email list. The only downfall of that would be that you are going to pay them some sort of percentage generally for the number of sales you make on the webinar. If you hire a JV broker, probably about 10% of the sales will go to that JV broker, that’s how they make their money. It’s a great way to get to start getting introduced to other vendors and affiliates who have an email list.

That would probably be the easiest route to go. You may not make as much money, but it’s a good starting point and then you could start to leverage each of those relationships that the JV broker makes for you for the future. You can start to fun future webinars or maybe other products that you have webinars for. You can start to leverage those relationships that you build. That’s the first way.

The other way would be to partner with someone that already has relationships with affiliates and make them part of the actual webinar or part of the launch. Then just you are basically leveraging their audience, their network of people that they know. Those are probably the two quickest ways that you can really get introduced to affiliates that you maybe don’t already know or if you are just starting out.

Cindy Donovan: Right, okay. Do you have any actual places that you can recommend for people to find people like these. How do you track down people that can help you?

Mark Thompson: It depends, I guess it depends on what niche you are in. If you are in the internet marketing space which I would assume a lot of you guys are, you can go to JVNotifyPro which is run by a guy named Mike Merz who is a JV broker. He does a lot of brokering for vendors. That would be a good place to start, JVNotifyPro. You can also just look … there’s product launch boards like muncheye.com or launchsuite.net where vendors are launching products.

Generally if you see people launching lots of products on these launch boards, they probably have relationships with affiliates and already have an email list. You can start to connect with them and hopefully they will buy into your products. Always have something to sell them or a reason for them to want to partner with you an open up their rolodex of partners. The ultimate key here is to have a good product, already have the webinar presentation ready to go. It’s really easy to bring someone on and say, “Hey, I already have this product, I already have this webinar presentation. Maybe we’ll tweak it together, but its ready to go, its ready to start making money.”

In the internet marketing space, its fairly easy to find either JV brokers or people to partner with, but in other spaces like the dating or the weight loss or whatever niche that you are in, what I would recommend doing is just go into Google and searching JV broker and then the niche that you are in or JV manager and then the niche that you are in. Not every niche is going to have official JV brokers but a lot of the larger niches will.

You could do that and then also just having your finger on the pulse in terms of where are people going in your niche, what blogs, what forums, what websites, what products are people buying in your space and then try to reverse engineer … Try to find out how you can contact those vendors and see if they’ll be open to some sort of joint venture opportunity.

Cindy Donovan: Right, that’s awesome. Have you done anything as far as social media, like trying to bring extra people into your webinars using social media, maybe Twitter, LinkedIn, Facebook or even SEO. Do you do anything outside of email lists?

Mark Thompson: Yeah. Not so much with SEO because SEO takes a lot of time to rank your site. With a webinar, its more of a times event. Usually you start promoting a webinar two or three days from when the event is going to actually happen. From an SEO standpoint, you really can’t optimize it very well for such. From a social standpoint, there is definitely some things you can do. Obviously, if you have a strategy in place to build your social presence, if you have a Facebook fan page or people following you on Twitter, or Snapchat or Periscope or any of those social media platforms.

That’s obviously a way you can channel those people from your social media into a webinar registration page. You can do that. If you don’t have those social media presences built up yet, you can do paid traffic. Probably the most used would be Facebook ads. You can start targeting specific likes and interests and start driving people into your webinar registration page that way.

Cindy Donovan: Right. Speaking about registration pages, maybe we can move on to that a little bit, because you do this quite well. Out of any registration pages and thank you page flow, you have got this nailed. What is your formula, what do you put on a Thank You page or in a registration page that people should really pay attention to?

Mark Thompson: Well, one thing I learned from … If you guys know who Jason Fladlien is, he sold 50 million dollars worth of products on webinars. I really try to study him and I’ve learned a lot from him. One of the things that he always says is to invoke curiosity on your registration page. Give them enough information that they are interested but don’t give them everything that you are going to talk about. Make them curious and invoke … That curiosity would make them want to register.

Secondly, come on to the webinar. From a copy standpoint, that’s what I would do. I would have a really good headline, good sub- headline and then three bullet points as to what they are going to learn on the call. Another thing that has rally helped is by doing a video. Having a video on your registration page and then having a video on your thank you page just to build that personal rapport with the person that’s about to register.

One thing that I always like to do on the thank you page is say,”Hey, thanks for registering. Now, make sure that you go and put this on your calendar so you don’t forget about it.” We always have buttons to add to your iCalendar or Google calendar, just to make sure that they know hey, just to set a reminder to make sure that they come on the call.

Cindy Donovan: Yeah. That totally makes sense. You are actually just giving that little bit of extra connection with your audience, I guess. On some thank you pages, I’ve seen them actually … I think there’s like some widgets and stuff that you can put there sometimes generates downloads so they can click it and it automatically adds it to their calendar. I’m not sure if you have used any of those but they look pretty neat.

Mark Thompson: Yeah. So, we’ve done that. We have it built in with webinar ignition product. We actually have a platform that does that. You can do it that way. Then I also know that click funnels … If you use click funnels they have a thank you page that allows you to add it to your iCalendar or your Google calendar. That helps but then … Another thing that we’ll do is we’ll put Facebook comments below the thank you page and just say, “Hey, what type of questions do you have?” Or “What type of things are you hoping to learn on this call?” Then, we can use those questions and that feedback and tweak the presentation a little based on the audience.

Cindy Donovan: Yeah. Exactly. If you are getting them to ask questions, then they are more likely they would want to show up for their answer, right?

Mark Thompson: Yeah, totally. That means, some of the things that we do are in the actual follow-up emails. They get an email right after they register but then, we also usually send them probably three to four reminder emails. Generally, 48 hours, 24 hours and then probably six hours and then probably 20 to 30 minutes right before the call. That’s probably the most important email to send out, just because people are busy, they are always doing different things, they are always getting a lot of emails. That email that you send right before the webinar starts will just remind them and say, “Hey, we are starting right now, make sure you get on the call.”

Cindy Donovan: It’s funny that you mention that because a lot of people would talk about increasing conversions on your registration page. You want to get a lot of people to register, but then, it’s just a given that not many people are going to show up, out of … If you can get 30% of registrations show up, that’s really good. Often its lower than that. When you can really push these people and encourage them to show up, then that really adds extra dollars to your end, in your bank, doesn’t that?

Mark Thompson: Yeah, the first part is obviously driving the right type of traffic. If you are using paid traffic or if you have partnered with someone that has an email list that’s not relevant to the offer, then they are probably not going to register or even show up. As you know, attendance rates are just dropping. They have dropped a lot since five years ago. Five years ago it was probably 50%, then it went down to 40 and now it honestly closer to 30. Anything that you can do sometimes will just bribe people and say, “hey, we want to give you an ethical bribe and say, hey for people that show up, we are going to have some sort of a bonus or we are going to give away an iPad or try to make it fun and incentivize them to come on.”

Cindy Donovan: Right. So when you are split, do you do split testing for your registration pages?

Mark: Not really, to be honest with you. We keep it very, very basic. We use like a click funnel’s template. A lot of the times, with clickfunnels, is they’ll do the testing for you and show you which open pages have the best conversions. We usually will just make sure we have the headlines, sub-headlines, a good video, three bullet points, just kind of all the basic elements on the page.

Cindy Donovan: Okay, that’s awesome. What about the follow up after. How do you actually sequence things so that after you finish the webinar, you can close those people that are just on the fence. Maybe you could talk about that a little.

Mark Thompson: Yeah, so there’s a few things that we’ll do. We usually we’ll have a replay up for about 72 hours. We’ll email them, it depends, if the webinar did really, really well on the live call, then we’ll email them that night. If it didn’t do that well, then we’ll email them the next day. What we’d like to do is try to save … Put something in the tank for later. Maybe we’ll add a few extra bonuses that we didn’t have on the live call.

We’ll always try to give them some sort of incentive to watch the replay or maybe they missed the live call, we just wan to get them to watch the replay or maybe they were on the live call and they didn’t buy. If we can get them to come to the replay, we can introduce some sort of additional bonuses or additional value, then that’s another reason to come on to the call. We’ll generally do a three day sequence and we’ll email them two to three times depending on how well it’s converting. We always try to push the last day, the close, the last 12 to 24 hours. Its really hard because that’s when you can start to get the fence sitters to turn into a buyer.

Cindy Donovan: Yeah, Excellent. Do you have any … What about pricing … Do you have … Obviously it depends on the product that you are going to be selling. Do you have experience in selling it as a once-off thing, whats your experience, selling once-off, doing payment plans or even re-carrying on a webinar. What’s your experience there?

Mark Thompson: Generally, I won’t do webinar unless its going to be $300 or more just because, to me a webinar kind of lends itself to having a higher ticket products. There is more interaction, you can overcome objections much easier on a webinar than a sales page. We tend to do mid to high tickets price points when it comes to pricing webinar products.

We also we’ll do … If it’s like a $1,000 product, we may also introduce like a two or a three time payment plan. A payment plan that will put on the replay as well. That works really well. That’s a great way to get people who were fence sitters on the live call to get them actually buy on our replays if we introduce a two or three time payment plan.

Cindy Donovan: Okay. Do yo make it so that it costs a little bit more with the payment plan or you just want to get the sale?

Mark Thompson: Yeah. Usually we’ll do it an extra 100 or 200 dollars depending on how much the product costs.

Cindy Donovan: Okay, Awesome. Do you have any advice for people just generally for webinars, if they are just looking to get started, say they have products that they think would be great just for generally getting started with webinars?

Mark Thompson: The first thing that I would do is watch as many webinars as you can and try to follow the people who conduct really good webinars.

You’ll start to notice as you watch webinars, people have a certain style and people have a certain formula that they use for every presentation regardless of what the product is or regardless of what niche they are in.

There are certain elements that they use inside of a webinar. It’s important to just reverse engineer an dissect each of their presentation. Whenever I see a webinar that I really like, I’ll make sure that I get the replay of it and I’ll download it to my local computer. I’ll just study it and just see what they did, just the way that they say things or the way that they position things. That’s a whole animal in itself and we could talk about that for hours, just how to go about creating a presentation that sells and how to pitch your product.

So for anybody who is just starting out, I would strongly recommend just reverse engineering and seeing what other people are doing and then just diving in because what happens is most people, they want to sell their products, they know that webinars are great platforms to do it, but they are nervous or don’t feel comfortable doing it. What I would recommend is do a dry run by yourself, like you were on a call with people listening and then just dive right into it. Like anything, practice makes perfect. When I first started, I was fumbling around, I didn’t know what I was doing. Just like anything else, you start to get more comfortable and it becomes kind of second nature.

Cindy Donovan: Right. You generally present very well in webinars and people connect with you. Do you have any…. Not everybody here English is their forte, they struggle to get in front of the camera. Can you give any tips for people maybe they can’t present it themselves or they have a great product but they need to find someone to help them to actually do the webinars, what would you suggest?

Mark Thompson: Yeah. That’s where a partner can come into play. If you could find someone that is comfortable on webinars, I understand that, like you said, not everybody … It’s not for everybody. Either having a partner or just go out and find someone who is in sales that’s comfortable with talking with people, or people that are on webinars. Sometimes, about to 40, 50 percent of the webinars that are done, they are not even done by the actual product creator. They are just the kind of pitch man, if you will. There’s nothing wrong with hiring someone to run or conduct the webinars. That’s an option.

You could also look into, once you’ve got a good webinar that converts really well, you can record that and actually make that a live call. You can play the recorded call live but have people that can answer questions in the background. Sometimes it’s not about just always having someone there that can actually run the live webinar over and over again. If you find one that converts really, really well, use that, play it like its live, but its recorded and then just have people in the background answering questions.

Cindy Donovan: Yeah, that’s an easy way around. We are probably going to wrap things up. Do you have any last minute tips or advice for people to do with webinars?

Mark Thompson: The first thing is like I said, just dive into it, just like anything, if so many people are just hesitant like I talk to people all the time that are like, “Oh, I want to create a product.” I always ask, “Why haven’t you? They are like, “I just haven’t done it.” They don’t actually go and do it. Don’t worry because along the way you are going to mess up, you are going to make mistakes. Don’t get turned off by that. If you do a webinar and it doesn’t convert well or something went wrong or you had a technical issue, so what? It happens, it happens.

Its something that you learn from ,you learn from your mistakes and just continue doing it. If its a hurdle that you are trying to overcome, do whatever you can to get over that hurdle because, this is where the internet is going with videos and webinars being a large component of it. It can really open the doors to so much opportunity for your business. It’s such a great way to sell specifically mid to high ticket products.

Cindy Donovan: Absolutely, that’s been great. Thank you so much for sharing all of your knowledge and I appreciate you jumping on the call.

Mark Thompson: Yeah, no problem. Great to be here. Cindy: All right. Thanks, talk to you soon. Mark: Bye.

Cindy: In this Episode #6, I interview Susan Bratton who has grossed over $250,000 in product sales during 18 hours of webinar-type live events. She held this over a three week period. What makes Susan’s approach unique is that this was done entirely outside of the make money online or the Internet marketing niche. Instead, targeting men interested in improving their sex lives and addressing men’s sexual health issues. With that in mind, please be aware the content in this podcast is going to be provocative and adult in nature and it’s not recommend for under-age listeners, so if that is you, please exit this broadcast now.

During this broadcast, Susan is going to share how she filled her webinar events, how she structured the entire series to sell multiple products, and the proven flow of the successful webinar, a lot of which is prerecorded. She can potentially be used for evergreen or automatic webinars as well.

After all of that, welcome Susan. It’s fantastic to have you here.

Susan: Oh, it’s my pleasure. I am so high on the concept of doing webinars and information product marketing that I really love to share everything that I’ve learned doing it with as many people as possible, because I love the format. It’s perfect for certain kinds of people. I happen to be one of them and you might, too.

Cindy: I think it’s fantastic because you really get to put your face on it and you get to connect with your people like nothing ever before. You had some insane results here. You were able to get 7,500 people registered for your webinar series. Of that, you had over 1,500 people show up on the first … Is that on the first one that you held? That is huge. You were obviously not using GoToWebinar, because they cap it at 1,000. What were you using?

Susan: I have been using … I started out using Stealth Seminars many years ago and I did a couple of webinars. One for my product called Revive Her Drive and the webinar was called Lust Triggers. Then I did another webinar for my product called Keep Her Coming. That was called Making her …

Cindy: I’m going to try not to giggle. I’m sorry.

Susan: I’m used to it. That was called Making Her Multi-Orgasmic. I actually co-created that with another friend of mine, Gabriel Moore. We created the funnel together and it was my front-end offer and her continuity offer because I didn’t have a continuity offer. We have been sending traffic to those particular funnels for years and years and years, because one of the great things about my business is is that though there are innovations in human sexuality, this whole operating system right here is a pretty stable operating system in actuality.

Cindy: Absolutely.

Susan: I love the idea of live events to evergreen. That is a fantastic model for me. When I heard from Mike Filsaime that he was launching Webinar Jam Studio and EverWebinar as an offer, as a platform, I immediately wanted to migrate to that. I heard Mike talking a lot about the value … Mike and Andy Jenkins, Marketing Genesis, talk a lot about the value of live events. In my industry, the default funnel is a VSL. Though I’ve written over 130 VSLs, I never really felt like they captured some of the things that I do really well. 1) I’m a sex educator so I love to teach people. 2) I like to be on video. I go on television all the time so why would I have a Keynote or PowerPoint-based VSL when I could actually do a live event and people could get to know, like, and trust me?

When we were starting … I found a product that … I actually promoted a product in 2013 called Multi-Orgasmic Lover for Men that I just loved. I loved the product. I was so happy that Jim Benson had made this product. Over the course of a few years, he and his partners had worked really hard to get the VSLs converting and they could never quite get it to be a highly converting offer. I went back to Jim and I said, “Hey, I’d like to license it and I’d like to use this workshop model. This idea that this is a live event, but it’s a men’s workshop where they get to come in. They get to try things. They get to have an experience using video. Then we’ll make it evergreen.”

That’s when we started using Webinar Jam Studio with the intent that we would split test a whole series of hooks for the Multi- Orgasmic Lover for Men program. There are some men who … They struggle to get hard. They struggle to achieve an erection. Other men struggle to stay hard. That’s called premature ejaculation so they’re always worried about that. There are other men who are okay in the zone of their own ejaculatory choice but their woman isn’t having orgasms when they’re making love to her. That actually is something that’s in his control as well. Then there are other guys who are just really interested in what it takes … what is male multiple orgasm? How do you do that? Could I do it? How would I do it?

We split tested three different … We did a bunch of market research and we found out what guys are most interested in that this particular program solved the problem of and then we did three different live events to test which one converted the best.

Cindy: Okay.

Susan: We did each of the live events two times, which I’ll explain in the flow of how we did the testing.

Cindy: That’s fantastic. Basically, it was the same product.

Susan: Yes.

Cindy: That you licensed. You didn’t even create the product.

Susan: He created such a great product, why would I go out and make it? I just love to license incredible things from incredible people.

Cindy: Okay. Then you developed three separate funnels and then put them into selling the same product. For the actual … Let’s talk a little bit about the actual sequencing of that webinar. Were there some aspects that you were able to keep and repeat? You had to build separate front-end funnels to get these three different groups of men into these things, but where there some stuff that you could use again or did you have to create separate training things for each of them?

Susan: Here’s what we did: the first thing we did was we wrote the first script. The first one we did was how to become a multi-orgasmic man. The second one we did was how to give a woman vaginal orgasms through penetration or lovemaking. The third one was how to get hard, stay hard, and last as long as you want. We started in that order. We didn’t know which one of the three would work the best, which one of the three our partners would want to mail to the most, any of that stuff. We had 18 of our closest JV partners send us warm traffic to all three funnels.

We started with the male multiple orgasm one. We did it on a Wednesday. We wrote the script for … Six weeks in advance we wrote the script and then we practiced it about eight times just over Skype, Jim and I did, so we could get ready. Then we did the live event with the script that we’d written and we realized, “Oh, we need to move this. We need to put this here. This needs to go to the end. We need to X this whole thing out.”

What we had done was we had actually gone to a video studio and we had recorded entire segments of the workshop in advance because we didn’t feel, being brand new to running a live event online, that we could handle our own interaction, the live chat. Oh my gosh, I really want to parking lot, for a minute, Cindy, the live chat, but I really want to come back to that because I think one of the pivotal things about doing these live online webinars.

We had testimonial videos already prerecorded that we inserted. The flow got better and better and better, because here’s what we did. The first one, we did the event. It was three hours long. We made the offer … We attempted to make the offer in the first hour. It was really tough to get to the offer because we just weren’t facile. We made the offer and then we just gave them more and stacked on more and more bonuses and bonuses and bonuses because …

Cindy: Three hours?

Susan: Three hours.

Cindy: That seems quite long. Were you breaking it up with some training as well or was it …

Susan: Yes. 30% of the people stayed all three hours. Cindy: Oh my gosh.

Susan: We had incredible stick rates.

Cindy: Wow.

Susan: Yeah, we told them about the knee breath technique and then we made them the offer for Multi-Orgasmic Lover for Men and then we went to … We gave away a prize. The prize we gave away was actually what was in our up sell funnel. For everyone who didn’t win it, because only one person won it, they got to hear all about it and then they didn’t win it. Then that was the up sell. That got us a 28% take rate on the up sell.

Cindy: Great, yup.

Susan: We went to another lesson that was, “And we’re going to teach you this thing,” you know? “Coming up next we’re going to … ” We dropped a ton of open loops. “Coming up next we’re going to teach you this technique.” We would run another video.

Cindy: That was another up sell, was it?

Susan: It was more like we stacked the bonuses with the lessons. Cindy: Okay.

Susan: We would teach a lesson and stack a bonus. Teach a lesson. Stack a bonus. We did that for a few hours, and then we went into Q and A. We had … We Pinned, saved all of the questions that were coming in from the chats that we couldn’t answer during the first hour or two, and then came back to them and we answered those systematically and then we stacked some more bonuses.

Cindy: Right.

Susan: We had another testimonial. We just kept edutaining our audience. Cindy: Yeah.

Susan: We had a big drop off. Two-thirds dropped off after the first hour, like they had planned to be there. They were there for an hour and then they were gone, but a third of them stayed for another two hours and we got a lot more sales by continuing to go on and on.

Cindy: What kind of press points were you selling at?

Susan: The Multi-Orgasmic Lover for Men is 197, or you could get three payments of 69.97 and we also had a PayPal credit option which a number of people use. Then there were up sells that were 47, 97, and, I think, we did another one that was 197 on top of that. A coaching offer that was 197.

Cindy: Okay. That’s still quite cheap considering a lot of the people in the Internet marketing space are used to selling things higher. Is this a product that sells normally online? Is it …

Susan: We only make it available if you come through the workshop and get the workshop special offer.

Cindy: Okay. Right.

Susan: It’s normally a $400 program. They could get it for $197 plus all the bonuses, so it was a $1,500 value for $197.

Cindy: Right. Yup, that’s … That sounds pretty sweet. Can you tell us … Actually, maybe you could tell us a little bit about the equipment set ups? You were telling us you went to a studio. Susan: It was so hard. It was so darn hard.

Cindy: Oh my gosh.

Susan: The actual equipment of recording the video was nothing. It was my Mac and I had a little … I’ll grab it for you. I had a little separate microphone. This is all it was. Was … I should have had it in my hand. Sorry. This mic, which is like a … What is it? I don’t even know what the brands is. Hang on, I’ll read it to you. It was quite good. It was Audio-Technica. My mic stand, which I duct taped onto my monitor and keyboard holder. It was USB. Wherever the bottom of this was. It was just a little USB cord that plugs in so this was a really nice spot mic that gave me a very warm sound.

Cindy: Okay.

Susan: The camera in my laptop. Webinar Jam Studio uses Google Hangouts so that was all the equipment that we needed.

Cindy: Okay. You don’t need to go absolutely overboard.

Susan: I did this because I’m vain. I had these. This is called a gold bounce. It’s just a little thing. It actually … You can actually have these and take them on the go. They’re just like those things that keep the sunlight out of your car, you know? That pop up like a windshield screen. Watch. This is going to go, “Boink!”

Well, she was really interesting til the gold bounce killed her.

Cindy: I’m sorry for you guys that are listening via podcast on [inaudible 00:13:19], but you might have to just chase us down for the video because Susan just nearly got attacked and taken down by a …

Susan: I had gold bounces because I like to look really pretty so we had a lighting kit that I ordered on Amazon.com with gold bounces aiming the light at me so that I looked … You could see all the sides of my face and everything. That was about it. Other then that it got so hot while we were recording during the fall that we literally had an air conditioner shipped to our house.

Cindy: Oh my gosh.

Susan: Blowing straight at me in the room, because all the fans and all the lights. It just got super hot.

Cindy: Right.

Susan: But that was …

Cindy: You were surrounded by a ring full of men. That’s got to get a bit hot.

Susan: Nobody was there.

Cindy: Okay.

Susan: It was just me.

Cindy: I was meaning the virtual room. Susan: It was a virtual room. Yeah, yeah. Cindy: Yes.

Susan: Totally true. But equipment set up was really easy. Actually injecting the videos and managing the chat and injecting the PowerPoints. What we would is, we would be live, then we would roll to something we’d prerecorded in a video studio. We went to a professional videographer’s studio. We green screened. We had our scripts. We used a teleprompted and Jim and I recorded the videos. We had each one of our teaching segments already done. That gave us time during the webinar to … They couldn’t see us, right? The camera was off us. We could guzzle water. Run to the bathroom. We could chat with each other on the back channel chats. Whatever. It just gave us a moment. We could read the chat roll and respond to people. That saved our bacon. I don’t know if they say that [inaudible 00:15:12].

Cindy: I had heard that one, yes.

Susan: It was very helpful. It took quite a bit for us to figuring out how to do video injections that didn’t knock people off the webinar during mobile. It took us a while to figure out how to do my Keynote injections wherever there was animation.

Cindy: Okay.

Susan: We figured that out too. You export the Keynote to an HTML file. Index dot HTML file and lay it in a separate window that you pull into Webinar Jam Studios. There are workarounds and luckily, there’s a great Facebook group for Webinar Jam Studio, which is awesome. I learned a lot. I shared a lot. There’s lot of techniques for coming to figure those things out. It’s Google Hangout. You can only do so much in Google Hangout.

We learned about how people are on the webinar from all over the world and somebody in India might be faster at getting the information than somebody in San Diego right next door in California. We just learned a lot from having all those moving parts and doing the webinars live with all those different insertions. We got fast at it about 18 hours in. We were like rolling the video and launching the Keynotes and chatting with people and you know, managing the whole thing. It definitely takes a lot of dry runs and practice.

Cindy: How did you manage the chat? Did you have some extra staff in there to just pull out questions to make sure stuff’s going to stay on topic as well.

Susan: [Saukie 00:16:51], one of our customer care team, managed our chat as did one of our customers who loved … He just loves … He just loves Personal Life Media and he just loves supporting us. He came on and whenever anybody was going to say … At the beginning we said, “Listen. We want you to chat, but you have to keep it very positive. There’s not going to be any negative comments on chat, because we … Literally we can kick you off, so please don’t make us do that.”

Someone wrote something and I guess they thought they were being funny, but it kind of was a dig at women and that was really great because Ross … He was like, “Hey, dude. Keeping it positive in here. Please … Maybe you were just trying to be funny. We get that, but it’s not funny to make fun of women and we’re all here to support each other. This is a really good workshop for men so let’s keep it really positive.”

The guy was like, “Sorry.” As long as you came out right up front and you were like, “This is how we’re going to roll, dudes. [inaudible 00:17:49] stuff. Of course, you can say whatever words you need to say, but it’s not negative.”

Then we also had a couple of other people from our team monitoring chats and Pinning questions so we could come back to them later. Yeah, you need support.

Cindy: Yeah. It sounds like you do. You had … You were talking about having a lot of people coming and promoting for you. Did you already have a base of affiliate partners? Is that correct?

Susan: I have about 150 affiliate partners and I went to the ones that were my top 20 buddies and I was like, “Hey, I don’t have any idea if I’m going to make you any money at all, because I’ve never done this before, but I could sure use some warm traffic to split test these hooks.” They were all like, “Totally going to do that for you. No problem at all.” Of course, any time they need me to, I hit them right back with traffic. I’m really lucky to have a very strong relationship with a lot of awesome affiliate partners.

Cindy: After you bundled it up, did you use it for evergreen content? Ongoing webinars or something like that. Are you still using that for affiliates or do you have … have you moved on to paid traffic? Or how are you getting … how are you benefiting with the content you created then? You’re still using it.

Susan: Here’s what I did: the first thing that I did was a I started with these three different workshops. I sent to all my affiliates traffic to it as well as my own traffic. Then we did the live events. We did one event on Wednesday. That was our first one and then we did an encore presentation on Friday which was an entirely new live event, because we got better the second time and we increased our conversions to probably about 25 or 30% every single time we went from one to the other, with the exception of the second series where we tried … We tried to push too hard. Our conversions went down.

Cindy: Okay.

Susan: Then we learned our lesson. By the third we got better again. We did two sets of each of the three, and then, after we got all the people signed up that we could to go into the webinars, the workshops, we realized that there were people who … That there were a lot of people who were going to watch the replay. Right? They signed up but they were never planning to come on live. They were always planning to come on the replay. They were able to see the replay of the event. The second event. We never did a replay of the first one. We did a replay of the second one, because that was always our better … Well, of the better two converting ones. We always did a replay of the better two converting ones. Better one of the two converting ones.

Cindy: Right.

Susan: Easy for me to say.

That got some of the people who actually would watch a replay. Then there were a lot of people for whom they were like, “Gee, a male multiple orgasm workshop sounds really interesting but I’m actually so incredibly busy I have no time to sit down and watch that.”

What we did was we took the workshop and we put it on a sales page and we … Because you get a YouTube video when you do a Webinar Jam. The output is a YouTube video, right? Then you can bring that YouTube video into Evergreen Webinar. EverWebinar and make it an Evergreen Webinar, but you get a YouTube video so we put that on a sales page with the offer below it. We took all the people that had registered, but not gone to a workshop and we sent them to this page and said, “Listen. On demand. Just watch it. Check it out.”

Then we did the same thing the following week, but we did highlights. For a lot of people, they didn’t want a big sales pitch, right?

Cindy: Right.

Susan: It was a three-hour presentation about why you should own Multi- Orgasmic Lover for Men. What we did was we did a highlight on the sales page. We said, “Go to 3 minutes and 27 seconds to see the knee breath technique. Go to 12 minutes and 10 seconds in to see da da da.” They could … We gave them a shuttle on the video so they could fast forward and see highlights. “Go here to see what the offer is and what the price point is and how you own it,” but right below it was actually the order form. They could go watch and buy.

That worked really well.

Then the following week, we took the entire workshop. We cut out all the sales. There was not one selling thing in there. No testimonies. Nothing. Just the content. Only the content from the workshop. All the prerecorded videos and one little setup. Then we put that on a page with the offer, but each time we did this, additional usage of the videos, we let people know that it was a workshop special offer that was ending on … it was like November 30th or something. November 3rd. Whatever. This offer’s going away. Every time they saw the updated versions of the content, they knew that offer’s gone. We pulled it down and we took it off the market. We haven’t had it on the market since then. Now we’re building and we have built six different funnels. Three evergreen workshops from the first one, plus three more funnels that are different. One’s audio. One’s a video. One’s another video. That are just different things that our partners can mail too and we’re doing a sales event with all our partners who want to mail to it.

Cindy: Okay.

Susan: That’s how we’re doing it now to make another workshop special offer or a special offer, 57% off Multi-Orgasmic Lover for Men ends on this date with a timer.

Cindy: Okay, so then there’s still this urgency and you’ve got to be there. That’s fantastic. All right. We have covered quite a bit of stuff here, but I’m wondering if you’ve got any last words of advice for our seven-figure furnace listeners.

Susan: Yes, if you are good on camera or comfortable in front of the camera, if you are an educator and like to teach people how to do things, and if you’re proud of your offer and are willing to ask people to place an order, everything else can be learned. Even those things can be learned.

Cindy: Like what you just said. You didn’t actually create the product. You found someone who developed something of really great quality and then you went ahead and asked for licensing for that. You don’t even need to create your own product. Obviously creating your own product, you’re going to end up with more cash in your pocket yourself, but yeah. Definitely a good way around it.

Susan: Yes. If that is something that you like to do. If you like to educate, if you like to use video, if you love your products and want people to buy them, then the webinar or workshop or online training or whatever you want to call it is a fabulous medium and a terrific alternative to the long-form sales letter or the VSL.

Cindy: That is awesome. Thank you so much for your time today, Susan. It’s been wonderful to get great insights into what it is that you got into. I appreciate your time today.

Susan: Thanks, Cindy. Thanks for letting me talk about something I love so much.

Cindy: Thanks, bye. Talk again with you soon. Bye!

During this episode number 5, Sean is going to discuss product positioning,

how to market webinars outside of the regular make money online niche, how to use the strategy for bigger businesses, including how he has worked this into company makeover, taking them from 7 figures and now into 8 figures. Welcome Sean, it’s fantastic to have you here.
Cindy: In this episode, number 5, I interview Sean Donahoe. Founder of ADD Marketing group. He has had over 20 years of experience helping businesses and entrepreneurs with over 100,000 clients all over the world.
Sean: It’s good to see you Cindy. How are you doing my dear?

Cindy: I’m doing fabulous. Today we’re going to talk a lot about webinars and we know that webinars work in internet marketing. We’ve had a lot of people on the show talking about how to sell software and that kind of thing, but can you tell me how a non-internet marketing business can use webinars? What is different there?

Sean: Well, when you’ve got any sort of product that you can sell digitally, certainly it works better than physical products, but if you’ve got anything you want to sell it’s a great format for product positioning, for gathering an audience around you. The way I equate is kind of like putting people in a town square and standing up there and being able to just broadcast your message to everyone that you’ve gathered there that is interested in what you have to say.

Unlike a lot of other forms of marketing, which is what I call solo- marketing because someone sees an ad and they go to your sales page, you’re not doing it in a group environment and I’m big on crowd dynamics. When people feel that that they are a part of a bigger group or are all there, they’re all feeding off each others energy and everything else it’s a completely different kettle of fish than just talking to one person who just happens to be on your sales page or reading your brochure offline or what have you because that’s just one person with their intent and everything else, but when you’re in a group and everyone’s feeding off the same energy, they’ve got all the same questions, the same desires you kind of get that mob mentality, that crowd mentality.

With webinars it’s just absolutely fantastic because now you’ve got this one entity. It’s all of these people have come together and they’re like one person that you’re talking directly to in so many levels. You can control the message. You can read the room, so to speak, and everyone there. You can see where the sentiment of your message is either hitting the mark or missing the mark and you can modify on the floor. You don’t get a chance to do that because it’s just a sales page because it’s not dynamic. I love that dynamic interaction because it really gives you a pulse of what you’re saying and what you’re trying to communicate to help these people get to where they need to be.

Cindy: That’s great. I know that when you’re using a webinar software most people can’t see how many people are in the room. As the presenter you can see if there’s three people in the room or if you’ve packed it at a thousand. Do you have any tricks on letting people know that there’s other people in the room? How do you build up that kind of excitement.

Sean: That’s a great thing. What I always do at the beginning is I always do a role call. This lets everyone in the room know there’s lots of people in here. What I’ll do is I’ll say, “Hey, before we get started here we like to make these sessions interactive because you help shape the content.” The reason I do that is obviously to get people engaged. I’ll say, We’ll do a role call. Tell us your name, say “hi”, and where you’re from.” We’ll do that right at the beginning before anything else. As I’m reading the scroll I’ll call out individual names and places. If a I know a place or I’ve got some connection, say, “I’m from Texas, I’m just up the road, great.””From Vegas, yep there every month.” Something like that.

I’m bringing all these people together. First of all you connect them, the individuals you call out to the session. If you’ve got 100’s or 1000s of people, you’re going to say, “All this is going so fast I can only pick out a few because it’s going so fast because they’re so many people here tonight.” You always elude to that and then the coping is as you’re going through a webinar … I always like to call out a question that catches my eye.

I have multiple monitors. This is actually a 6 monitor rig. I can’t turn the camera around. If you’ve ever seen the movie “Small Fish” this is my small rig. My big rig is in my main office. This is my little [inaudible 00:04:41] studio. I have it upper multiple monitors. I can see what my staff are doing on one side and see the interactions there. I can also see the questions as I’m presenting. Obviously I don’t do a webcam while I’m doing a webinar. Sometimes I will.

Actually that’s something we might talk about later on. I can read off questions and I can call out what people say. When they see me do that or my team passes me a question there seeing that, “Oh there’s other people there asking the same kind of connective questions I would be as a customer.” It gives that kind of dynamism. Now there are pieces of software out there that will actually create … You can see the chat log. Webinar Gem which is one of the tools. Webinar Gem stadium. You can have a live chat. Everybody can see each other as they’re asking questions. Maybe not the full attendee count. There are other ones that are also fake which really not for.

They have the fake chat rooms and you can see that there’s all these virtual people in there. It’s all BS, I don’t like that. I don’t recommend that. That’s one thing with any webinar be-it in the IM space where a lot of people know me from the IM space. I actually do 90% of my business outside of IM. Be genuine. In IM absolutely. Outside of IM be genuine and everything will work out so much better for the long term. Product positioning successfully is nothing if you aren’t authentic in the delivery of it.

See so many people do scammy, scarcity tactics. Fake scarcity this and fake that. Be upfront with your customers.

Cindy: There’s no way to build an actual long term business is there? People respond to people. If you plan to be here 12 months from now still doing [inaudible 00:06:31]. You can’t actually get away with it anymore. It’s the Internet.

Sean: It’s not a way to business. I’ve built my business in all these different niches on them. I run many, many corporations in different interests. I’ve got my fingers in so many pies. I’ve built my name on integrity. If you don’t have integrity in this business you’re just shooting yourself in the foot. It’s going to come down. It doesn’t matter what kind of empire you create. If you don’t have the right solid foundation. It’s going to crumble.

Cindy: Absolutely.

Sean: Go with the right foot forward.

Cindy: Our listeners, if there’s people who are listening in and they have a digital product. It could just be in any niche, I guess. Maybe they’re not online but they’d like to do something online. Is there any kind of structure that you can recommend that they use when they’re actually building their pitch that would be different from how we doing things? Is it pretty much the same?

You have the introduction. You have the training. Some kind of expressing teaching kind of thing. Then you have demonstration of a software or the product it is that you’re trying to sell. That kind of flow. Do you do things a little bit differently?

Sean: That’s a great question. In IM specifically, a lot of people are trained to respond to webinars and so [inaudible 00:08:08]. Right now in IM webinars are a struggle for most people. All they do is pitch. It’s a pitch right from the start. They know they’re being pitched. People are coming on there, they’re already jaded. What we do is completely different.

We throw that model right out the window. It’s very simple model. We tell them what we’re going to teach them. We’re going to tell them when its going to happen. Why it’s important? Then we teach them one core strategy. That is piece of a much larger puzzle. For example, in the finance world, we deal with home net-worth individuals with one of the companies I consult with. This other one that’s in the real estate business. Again, high net worth individuals. Now when you’re dealing with … We’re talking about $5,000 dollar price points, okay?

We’re not dealing with small turkeys here. Now the thing here is that your customers have a reasonable expectation of why are they here right now? Now Conica Rose a very good copywriter friend of both of ours, he has four questions that I absolutely love. It’s “Why me?” “Why you?” “Why this?” “Why now?” You’ve got to answer his four questions. Why me? From the customers standpoint, “Why should care about what you have to say?” “How is it going to help me?”

We’re not altruistic creatures. We’re very self centered. We want to know why we’re investing our time which is the same as money to busy people. “Why am I investing my time with you right now?” “What is in it for me?” “Are you gonna solve my problem?” Now for example, with a finance side we’re talking with people in the stock market who have bank accounts and they’ve blown them up, you know 50,000, 100,000 dollar accounts.

That has evaporated because they traded that. What we’re trying to do is show them how to get from where they are and the problems they’re having right now all the way up to being successful trader. Now we can only take them so far in 19 minutes. My always position, what we’re training them is this is starting point. We can only go so far in this and at the end I’m going to tell you how we can continue this.

What we’re doing is we’re already seeding the fact that there’s going to be something at the end. We ask them permission. “Is it okay if we show you how to go beyond what we teach you here?” That already seeds everything that we’re going to talk about at the end. We say, “Hey, you know if we deliver amazing value and right now is it okay if we show you how we can continue this outside of this presentation?” Everyone’s going to say, “Yes.”

Now here’s the next thing. You’ve got to deliver on that expectation. If people are coming, it doesn’t matter what price point you want. Whether you’re $47 dollars, $497 dollars, $4,997 dollars. Whatever your spectrum is, you’ve got to set that expectation and over deliver. If you over deliver on value, what you connect it to, what your pictures going to be for whatever you’re doing, then you’re going to have a lot more engagement all the way through. You’re going to draw people all the way through to the very, very end. They’re going to stick to that transition between your content and when you start actually telling them about the product, solution, or service that you guys are offering.

We structure it as a brief introduction, no more than 5 minutes. We tell the what they’re going to learn, why it’s important, we tell them exactly when it’s going to happen, we peer into their immediate needs. You’ve got to understand your customer all the way down the line. We do about 75 – 80% content Only 15% is actually pitch. For example, if you imagine line between here and here. This is where they’re starting. This is where they want to be. We’re taking them on the first step which is the biggest hurdle for most people.

We take some really great content. We tell them how to do it. It’s a great leap forward to them. They’ve got to have an “Ah ha” moment. If you give them that, they really want to get all the rest that you have to show them. This is what makes transitioning and pitching your product so easy if you say,”Hey this is just small piece of a much bigger pie.” “We’ve only got so much time to show you here, this piece.” “This is already going to make you light years ahead of everyone else.” “We’ve got to much more we want to show you which is why I want to tell you about “X”.

It’s a great transition method because you’re giving them step one out of say five steps of your overall course. The biggest “ah ha”, the biggest eye opener. You’re also giving them a sneak peak at the value that you’re providing to them and what you will provide them if they come with you as part of this kind of now tribe that you’re creating to show them exactly what you do.

Cindy: Now that’s fantastic. You sell to them on the first webinar? Do you have a series of webinars? Do you just basically dive straight in?

Sean: We strike while the iron is hot. Because of this transitional method that we use from going from here to there, we know we want to keep them on that path so what we’ll do we’ll actually say, “You can jump right now.” Now by this time and I was explaining this in the mastermind recently which Cindy was at as well.

We were showing an 8 figure what we call a “Lead float”. Okay a Lead float is a way you take a lead through a series of events and you connect with them in a certain way and you drive them through to a desired course position and course of action. [inaudible 00:14:10] We have a phone number. In the replay, if they don’t buy on the webinar, we’ll actually call them up and make sure everything was cool. The got to see the replay. We’ll follow up with them in a different ways and connect personally with the user.

Again, we’re dealing with high net-worth clients. That personal connection is great because you want to make sure that they’re being treated with first class service. That’s what we want to offer to our clients. The company’s that I consult with want to offer to their clients. This is first class hand holding service. Red carpet treatment all the way down the line. If they have any questions, any problems, anything they said, “You know I was okay with that but I wasn’t sure about this one part.” That’s the part that maybe we follow up with questions and that’s great. We do is actually do as many sales in that process as we do live on the session.

What else? We’ve got replays and everything else so that really does help. We actually do make the pitch right on that webinar. We also do that follow up and the postal follow up to engage any customers that have any questions. We’re always going to have a certain amount of first responders so to speak that jump right in.

You’re going to have those that kind of sitting on the fence that might not commit right then but might afterwards and keep on thinking.

Or those that, “Kind of, I get it, I’m just not quite there.” Again, the vast majority of those people are going to be that latter group. You want to follow up with them as much as possible and say, “Hey, did you have any questions?” “Was it cool?” “Was there a part that you didn’t get?” “Was there anything that was stopping you moving forward?” You know, because obviously they come to your webinar or training because they’ve got a problem and you’ve tried to provide a solution to that big problem. That’s what’s attracted them there in the first place. What’s the stumbling block for them? “How can we help you passed it to movie forward to solve your problem?

To me that’s good customer service. You’re doing your customer’s a disservice if you are not following up with them in a personal way to help them solve what they’ve got in their lives.

Cindy: Right, how do you get registrations in the first place? Is this old friend, client associated with the business already and just trying to take them to the next level? Are you doing outside advertising to get leads? How are you getting people? How are you filling your webinars?

Sean: Well, we already have internal lists in a lot of the companies that I consult with. With us, with what we do we have internal lists already but yes media buys, social media, pay per click advertising, video ads. Basically we always want or looking to expand our reach because it’s so many people.

A lot of people talk about saturation. “Oh this market’s over saturated.” “Oh, this market’s over saturated.” “Oh you can’t get in the dating niche or the health niche because it’s over saturated.” BS. Let’s put it politically correct in the sense [inaudible 00:17:16] so there’s no more BS. It’s absolute BS because here’s the thing, if you think about this guys, Facebook. If you just drove traffic to your offers with Facebook. That’s 1.5 billion active users on Facebook.

There’s more on different platforms, Twitter, LinkedIn. If you go on business to business. LinkedIn is the one to work with. You’ve got Snap Chat, Instagram, obviously it depends on your market. Me primarily Facebook is it. We also do video ads. We also do Google AdWords and stuff like that. Facebook is our primary source of traffic. 1.5 billion okay guys. You are able to get a decent slice of that with your ad budget. There’s no such thing as a traffic problem.

We lead people into either a case study or a free download or direct registration to a webinar where we’re going to teach them X. One of the really cool things hat we do with webinar registration is we do a video ad. We tell them, “Hey, this is what we’ve got something very cool we wanted to show them.” “It’s going to give this, this.” You don’t resell the content. You pre sell the click. You want to tell them exactly what they’re going to get, how they’re going to get it and why they should click to go to your sign up page.

Product positioning is making sure that you aren’t only focused on selling the content. Sell the click. If you do that in the video ads to get direct registrations. What you’re doing is … I would do something like this. “Right now I’ll tell you exactly what you’re going to get, why I want to show you it, why it’s so important and why it’s different from everyone else.” Always want to differentiate yourself from the rest of the herd. We’re actually writing a book right now called “Rebel Trader” and we’re positioning ourselves for one of our corporations that we’re starting up right now as Khachaturian, in other words completely anti-establishment of the way everyone else does it.

Everyone else sucks. Okay, we actually really present ourselves and position ourselves as the Khachaturian rebels. Ignore everyone else. This is what you need to know. This is why everyone else is failing and you don’t have to. We’ll engage like this now again, when you’re dealing with social media wise you can see my face. You can see my eyes. You can see the passion I’m talking about whatever I’m talking about. Which is really great for engagement. People react to faces. We’re psychological programmed to … If you go over a page in social media, test yourself and see how many faces with the eyes facing straight forward that you’re engaged with.

That’s what people connect with. That’s what’s going to get your eye balls on your ads. When you’re doing a video ad and everything else. You’re telling people, “Hey turn up your speakers and everything else important.” You’re getting many people to click. That is fantastic engagement. You’re already training them to engage with you personally as a personality as well as the message you’re trying to put across. That really, really helps with engagement for your then sign up page and then you can get your people in.

A giveaway, case study like I said or anything else that’s going to also start the process. The essention process from 0 to where they want to be. Maybe the first little step is the cheat sheet or a list or a short cut or something like that. You give them that when they sign up for the webinar. Say, “Hey this is how you download.” “We’re actually doing this training, sign up now, we’ll give you this case study right now.” “Then you can join us live as we go through this case study and show you how we did it step by step.”

Again, you’re taking them on that accentuation path where they want to be by giving them those first bread crumbs of saying, “Ah, cool, hey, this is what I needed.” “Perfect.”

Cindy: Right, yeah and then you have just sequences afterwards. You’re mentioning that you do follow ups. How many times do you follow up with them after you do a webinar?

Sean: Good question. 7 days. We have retargeting campaigns for those that attended or those that registered. Those that attended. Those that signed up. We have an onboarding process for those that signed up. We have onboarding process and follow up for those that registered but didn’t attend. We give them multiple opportunities to see a replay. Those that signed up and didn’t attend, we give them a slightly different twist. We might have a second chance live.

What we do is we deal a lot with altered webinars as well. We prefer live but obviously we automate like crazy. We have altered webinars that start every half hour or stuff like that. Obviously they’re not live. My company’s can’t be in 15 places at one. We don’t have Delorians and travel at 88 back to the future style. We use a lot of automation and the cool thing that, “Hey if you miss this one, there’s another one in X number of hours.” “Is that going to be more convenient? We’ll ask them, “Yes, no.” Micro-commitment questions or we’ll just say, “Hey, here’s the replay, you miss it, you missed a live one, but don’t miss this, it’s going to be essential when you see it.”

Again, we do those follow up thing with a phone call. Our priority list is those that attended but didn’t buy. We also run through that. We’ll go those who registered but didn’t attend. We might also follow up with them on the phone if we have the capacity to do that. Yeah, between me targeting, mail campaigns and everything else we might even have video ads as well but going for those that registered but didn’t attend or anything else and say, “Hey, you know wanted to make sure everything was cool.” “Saw that you missed the live video.” “Click on the link below, you can actually watch a live replay.”

“Right now we want to make sure that you have a chance to see it.” Engage with that. Especially with video stuff. They’re like, “How did he know?” Beauty of doing Internet targeting. Again, it feels like a personal message. If I said to you, “Hey, … I won’t insert your name here but you know so … “Hey glad I caught you.” “I noticed that you didn’t attend our webinar.” “Wanted to make sure everything was cool.” “Life happens.” “No problem.” “What we’ve done is we put a little link down here below.” “You can watch a live replay.” “We want to make sure you had a chance to catch what this awesome training.” “Click on that link right now and I’ll see you in the webinar.”

Simple as it gets. That one thing is 20 seconds, if that. Gives them enough “Hey, click that link.” “Join us on the webinar.” “You can watch a replay at your leisure.” “Hey, you know that’s cool.” People are very much engaged with that. You can see an amazing pick up in first of all attendees and obviously sales a long run. You’re bringing all those people back. You’re lubing back.

In webinars its usually a good conversion is 10% percent which means 90% percent of the people who registered didn’t say, “Yes.” They said, “No or not right now.” I wanted the people who say, “Not right now” because they didn’t have a chance. Life happens and everything else. We try and bring them back in so they have a second chance or a third chance or however long. For 7 days we will be following up and striking while the iron’s hot.

We found that after 7 days, that’s pretty much it. They’re not there. Hey, that doesn’t matter because we’ll do another webinar with a slightly different focus and we’ll introduce that after 7 days. One of the things that people do … and I’m going just keep on talking because ideas and stuff comes to me.

Cindy: That’s great.

Sean: This is where the button turns on. The hamsters start churning and all the [inaudible 00:25:36] comes out.

Cindy: Well you’ve got some good stuff. I’m sure I’ll listen with a bright mind if you keep bring it.

Sean: Think about the fitness niche. You’ve got people who are like middle aged men, young men, middle aged women, very young women who want to be fit. They all have different focuses, different needs. When you can target different messages to different demographics, as the same with the problems. Are you eating to be healthy? You eating to lose weight? Are you eating because you want to be a marathon runner? There’s different kinds of driving emotions in all of that.

You can target different things to different people’s needs. In the finance space, maybe people coming from the Forex industry or the Binary option and they want to learn how to really trade US equities markets. People who are looking say in the real estate industry looking to flipping houses or tax liens. They want to kind of learn how to get into real estate development. You’ve got different focuses. You can create different ways in to that central message. So that if hey, If that one didn’t connect with them, maybe this one will

This is one now connects better with them. Drawing them to the same process. Now you’re connecting more with their primary driver. That works very well as well. There’s many, many, many different angles to bring all the people down into this.

Yeah, a follow up is essential. You’ve got to follow up. You’ve got to lead them in. You’ve got to connect from here to here. You want them in the middle. That’s perfect and then they can be on that accentuation part as I mentioned.

Cindy: You mentioned briefly about Evergreen and prerecorded webinars. What if we go back to that just really quickly. We’re going to have to wrap this up pretty soon. If you’re doing webinars and their automated every half an hour do people assume that it’s going to be automated? They must know. How do get around making it still be personable without it looking artificial? How do you make an automated webinar actually still do the benefit of connecting with them as much as possible or not actually?

Sean: Well, there’s a couple of cool ways you can do this. Now I mentioned in the beginning about being genuine all the way through. We tell them that this is prerecorded training, we’re right up front. “This is a prerecorded training, you have an opportunity to be here and we actually have coaches and people here that can answer any questions you have as we go through this.” Which we do.

Now the cool thing here is if anyone test that and they get an instant reply back from someone who’s on the call, great. Or you just don’t disclose it at all and let people make assumptions. That’s a grey area. I’m not really keen on that. If you don’t disclose that it’s live and you don’t disclose that it’s not live but you say,”Hey our people are standing by here if you’ve got any questions at all, you’ve got a live coach right now. You can ask any questions. Working in the background here. You can do it that way if you want to.

I prefer to say, “Hey we got some great training here.” Just go right through and say, “You know this is a training we do all the time.” Which is another kind of angle you could say that. Say, “Hey this is a training we do all the time.” “We’d love you to be on this.” ‘”This is what you’re going to get out of it.” “We’ve got people standing by if you’ve got any questions.” “You’ll see the chat box below.”I got lots and lots of people here so we got lots to get through, so let’s get started.”

You’re eluding to the fact or what have you. You can just come out and say, “That this is a training we do all the time.” In the IM world, again people are very wise to automated webinars and everything else. Outside of IM world, not so much.

Cindy: Okay.

Sean: If you don’t want to do that per say, and go that route, you could do a training once or twice a week. You’ll end up sounded stale. I’ve got a lot of people who do the same training and they do it live like twice a week. They start getting like this.

Cindy: It would be exhausting. Yes. It’s like when you go to Universal Studio’s and it’s that guy who’s like taking …

Sean: Oh my God, yes!

Cindy: You know he’s going to do this every half an hour [inaudible 00:30:01]

Sean: This is the guy in Universal Studio’s going on those trolleys, he want to jump into the Jaws. “Eat me now!” “Eat me.”

Cindy: Right.

Sean: I feel bad for those guys.

Cindy: Do you have any last minute advice for our [inaudible 00:30:18] listeners?

Sean: Yeah don’t be afraid to do webinars. Even if you suck at it at first, which I did, do it. The more you practice, the better you get.

Webinars are one of the greatest ways to position your business, to give you authority, to put you way ahead of everyone else, especially outside of IM. Don’t be afraid to do it. Don’t be afraid of screwing it up. Just do it. You’ll get better and better with practice. You’ll figure out how to do things. How not to do things. Just like I did. My first webinar, I didn’t sell a dime.

Unfortunately most people in the IM world and non IM world would give up right there. Not me. Not smart people. Not you. Go for it. Practice. Get better. Develop those webinar skills and you will unleash an amazing profit stream for any business you’re in.

Cindy: That is awesome, thank you so much for those awesome tips and hints and everything that you’ve shared today Sean. Thanks for joining us here today.

Sean: My absolute pleasure. Have a good day.

Cindy: Take care man. Bye.

product positioning

Cindy: In this episode number 4, I interview Chad Nicely. He’s the mastermind behind millions in sales of digital products and he’s frequently seen on leaderboards and recently he’s even won a few cars as affiliate prizes. Chad has worked with some very big names like Todd Gross. Jimmy Kim, InstaBuilder and many more. Chad’s very well known for his sales videos and webinars conversions, especially in the large arena. So during this episode, Chad is going to reveal his secret formula for using pre-launch webinars to maximize a digital product launch and how he builds that massive excitement, getting up to 70% conversions on your pre-launch webinar. So, welcome, Chad, it’s so great to have you here.

Chad: Hi Cindy, it’s good to be here.

Cindy: Thanks for your time.

Chad: Sure.

Cindy: So what’s the secret to sequencing an effective pre-launch or Early Bird webinar properly in the buildup. So say someone has a product release that they’re just excited to release. How do they get people onto their sequencing that as well as possible?

Chad: I don’t know if it’s so much a secret, it’s more a process that we go through. So the first thing is, I suggest you be well planned out, figure out what the angles are going to be to sell the product or around that specific product or service. And you’re going to take those angles and you’re going to make those angles part of that sequence. So if you have four different angles that you’re going to use selling the webinar, then those should be your angles inside your sequence, okay. So that’s the first thing.

And we’ll usually do about three or four e-mails before the webinar, okay. Another advanced tactic is you can actually give them a task after they register. So once they register you can say, okay, step one is we want you to download this blueprint, right. Then once they do that, depending on what you’re using, I mean, you can get into advanced tagging, like in Fusion Soft or AW Pro Tools, doesn’t have to go that deep. And then once they complete the first task, you’d have like a second task. It can be something like join the Facebook group or take this survey, we do a lot with surveys, something of that nature.

The other thing is, we always have some kind of incentive, and it can be something as simple as a discount code for the pre-launch. What we like to do is we run something called the Live Giveaway and this is where we have a big database of everybody that’s registered for our webinars and we run this automated spread that it goes through and actually chooses random winners that are on the webinar call. So, we let them know that we’re going to be doing the Live Giveaway.

And then the other thing is, we also like to use proof from other webinars that we’ve done. So if we’ve got a testimonial from somebody that says, hey, you know, I attended your last webinar or whatever and I actually implemented the things that you guys reviewed and I went out there and I got my first lead or I got my first sale, or whatever that may be, and I absolutely love your webinars. And we’ll include those testimonials inside of that sequence, right, whatever we can do.

The first thing you have to ask yourself, what’s the goal. Well, the goal is to get them on the webinar, right. So when you really try to simplify things, you don’t look at it like, okay, we have to get them on the webinar and then we have to make sure we do this pitch and then we got to make sure we get them on the phone. You don’t go though all of that. The goal has to be, first, to get them on the webinar, then it’s pretty simple. You just take those few steps to get them on that call.

Cindy: Right, okay, so if you have a product that kind of lends itself to different angles, so it’s not strictly a marketing thing, but you can also sell it also as a [inaudible 00:04:00] marketing thing, you just create separate sequences based on those. Do you do actual like Facebook targeting, Facebook ads and stuff for those specific target audiences?

Chad: Oh, my god, yes.

Cindy: Yes, why don’t you talk about that because I know a lot of people want to learn more about Facebook and how you’re doing that.

Chad: Yeah, absolutely. So, as you register for the webinar, we fire off a pixel on the Lead Casher page. If you actually register and you go to the Thank You page, we fire off a pixel. So, the people that are seeing the ads to get registered for the webinar are now excluded if the second pixel that’s fired off, okay. So, this first group, which are people that have just seen the Lead Casher page, are going to see Ad A, and then the people that have seen the Thank You page, are going to see Ad B. So Ad A’s going to say hey, get registered for my webinar and Ad B is going to say, hey, don’t forget the webinar goes live on this date. Make sense?

Cindy: That’s so powerful isn’t it, because then you can really, really target it down.

Chad: Absolutely, and if you have those steps in the middle, like your step is complete this worksheet, that’s one of our current webinars right now, or you know, join our Facebook group, as they fire off those pixels as they complete each step, then the ad that they will see. So there’s a lot of people in our funnel now that are seeing hey, you need to complete step two. And then there’s other people who have gone through all the steps and they’re seeing a reminder that hey, make sure you have time set aside for this day because we’re running the webinar. All that based on where you fire out the pixels and when you set up your ad, you simply say, okay, include this group, but if they have this pixel, then exclude them.

Cindy: Uh-huh, and that’s all just done in Facebook isn’t it, it’s quite… Chad: It really is easy, yeah.
Cindy: [inaudible 00:05:57]

Chad: And nobody else is doing that, nobody else is doing that. See, that’s the thing, people, if you just sit down and put together the process, oh, you can book those webinars, right, but nobody does this. Here’s what we see. We see, hey, we’re running a pre-launch webinar, right? So the night before, they’ll go and e-mail the pre- launch leads and say hey, don’t forget we’ve got the webinar tomorrow. No! That’s not how you take care of your affiliates. You go out there and you set up the proper campaigns, you fire off those pixels, you have the pre-launch sequence, you have kind of incentive form, then you go for the kill.

Cindy: Uh-huh, yeah, and it makes sense because you want to make sure that they’re blocked out, the people that are registered have blocked out this time for you, not that it’s a last minute thing and it’s just hey, by the way, we just forgot about this, do you want to come along. But we want them to kind of really block that time out for you.

Chad: And the other thing is, once they’re registered from the webinar, we’re not only e-mailing them from either Sand Lane, AWebber, and Fusion Soft, whatever we’re using, but we’re also sending notices from Go To Webinar as well. So they’re going to hit twice to get on that call, right. That’s required.

Cindy: Yeah.

Chad: Our webinar is really good at in-boxing.

Cindy: Yeah. So, how do you get people onto the actual webinar. Once you’re got them, you know, subscribed and you’re reminding them that they’re coming, have you got any actual tricks to get them to show up? Like how do they make that decision to actually get on the webinar?

Chad: It’s the same thing I just said. You want to make sure your sequencing is set up right, you want to make sure you have some kind of incentive there for them, let them know that your webinars are packed up, do the scarcity thing, the time limit offer. Since it is a pre-launch, everybody thinks that they’re going to take that webinar and use it throughout the launch, you’re not going to because you have pre-launch prices there and you’ve got your early bird prices and everything else. So tell them, there’s not going to be any replays because chances are you’re probably not going to use that replay.

Matter of fact, I can’t think of one time where the intention was, okay, Chad, come in and do this webinar for us and then we can mail out that webinar throughout the launch. No, it didn’t happen because you’re so focused on getting that first 1,000 sales or the high conversion on the webinar that you can put them on the top of Zoo so all the other affiliates can say, whoa! this thing’s hot, right. So, really focused on those early bird prices and getting as many people in the door as you possibly can before the launch happens. So you’re not going to reuse it, so tell them, there’s not going to be any replays. So they need to get on there.

Cindy: So that’s a huge difference between, you know, the evergreen model and even just like doing regulars promotions for a webinar. A lot of people will record it and then they’ll send out sequences to make sure that people follow-up and come in and see the replay. But actual scarcity, having it as a pre-launch, this is only happening once, make sure you get there, you have massive scarcity, yeah. So, yeah, you want to push that like crazy, right.

Chad: And, see, this is the thing, you’re not going to really focus on post-e- mails, because you’re going to go straight from webinars to launch mode. You’re not going to be sending out an e-mail saying, hey, here’s a replay, you’re not. So focus, take your time, figure out what those golden nuggets are, make sure your sequence is perfect before the webinar, right. This is so very important. And if you can start building up social proof and get people excited and embed a page that has Facebook comments, have them do some little task or something, do that, right. And then as you’re building up that social proof, share it in your next e-mail, right.

Cindy: Right, yeah. So, I mean, you’re really … So, let’s actually talk about the webinar, because one of the things that really stands out about you and the way that you deliver your webinar, is how informative and how engaging and entertaining that you come across with the audience. So, do you have anything that you can share with our listeners about how to keep the audience engaged?

Chad: Yeah, it’s like, Ahhhhh, like, energetic and got to be passionate and you’ve got to be personal. And if you can make them laugh, and how do you know. I have two monitors so I’m constantly over there seeing what their reaction is and I’m always look for those LOLs, or that’s great, or yeah, I got my Carmel Macchiato Grande Breve upside down served latte, like that’s a joke before I got on my webinar, right.

So I can sit there and I visit with them before the webinar even starts, okay. You tell them, I say, “Hey guys, so here’s what we’re doing, we’re going to use this recording, if we do or not, and I’ve got something special for you guys at the end so after we’re done recording stick around, right.” I get very, very personal with them. Like, that’s important all the way through, like, you want to have that bond with them.

So many people get on a call and they don’t make that connection with the audience. One of the things, I don’t think happens, and it’s for that reason right there, they’re not engaged with their audience, they’re not passionate about it, they don’t believe in what they’re pitching or selling, right, or even presenting. And that’s happened to me a lot of times. I’ve been, unfortunately, you know, I made some bad decisions, too, paired up with some people I wish I hadn’t and, you know, their webinar and their whole entire launch. And I’ve been stuck on a webinar where I’m just like wow, I just do not believe in this anymore. What I’m seeing now is not what was originally presented to me.

So I start losing my passion and I get to the point where I’m just going through the motions and people pick up on that. So, it doesn’t always happen, I don’t always have the passion, but when I do believe in what I’m teaching and selling and yeah, you’ll hear passion. And if I want the audience to be passionate, it better be something I’m passionate about or I can’t expect it out of them, right. So they’ve lost the excitement, right. And so throughout the webinar, we’re encouraging and interacting with them the whole time. So we’re asking a lot of questions and we’re asking questions that always lead to a yes, because we’re training and conditioning them because, ultimately, when we get to that pitch, the answer we’re looking for is yes, right.

Cindy: Yes, you’re right.

Chad: Right, you’re asking me all the way through, right?

Cindy: Exactly, yeah, yeah. Actually I’ve been reading Robert Tully’s book, Influence … something.

Chad: The one you gave me, you sent me that book.

Cindy: I did, I did, yes. His book, it’s an amazing book and the book’s a lot about leading them to the yes. Because if you can get people to say yes, even as they’re going through, you know, just random questions and you get a yes from them, it builds in a yes response to the sale.

Chad: Yeah. Well, you know what though, but times are changing and it’s about being authentic and transparent today and people don’t just buy because it’s a great product, they buy because it’s a cause or they buy because of the people behind it right? Because when I’m on that webinar, I am that product, I am my client. Like I am representing them and I need to do the best possible job I can. And my goal is not only to close those sales, but to form that bond between who I’m representing and that crowd. And throughout the whole entire webinar, we’re doing that.

Cindy: Yeah, that’s fantastic. And you’re actually, you not just close the sale, but you actually close sales on the whole funnel. Like, when I did the introduction before, I mentioned 70% on the entire funnel. Maybe you could walk people through how it is that you sell not just the front end. I mean, obviously, as product, when we do a release we want to sell on the front end, but there’s a lot more money if we can sell the up-sells. So how do you do that?

Chad: Well, first of all, we don’t always close on 70%. We have hit those numbers, that doesn’t always happen, so I’m not putting that out there. But yeah, we have hit those numbers. And the thing is, why wouldn’t you cover the whole entire funnel. Like, you’re selling it, if they buy the front end, they’re going to get presented with the other offers. So doesn’t it make sense to cover that for them? Like I said, when I’m on that call, I’m an ambassador for them. I’m doing them a favor, I’m stepping in as the middleman. It’s not necessarily, sometimes it is, but it’s not necessarily my product, I’m not the one buying it. I am the middleman and I’m trying to convey in layman’s terms and this is very, very important that you learn to really communicate on … I think somebody said it best when they said, if you can communicate on a third-grade level, everybody understands it.

And it’s hard with as much knowledge as we have, because we start talking about retarding pixels and sales funnels and conversions and all this crap and you lose them. So if you really step back and put yourself in that viewer’s shoes and that customer’s shoes and you really try to go to their level and remember what it was like 15 years ago when you came in this business and some of the things you may not understand, then they relate to that and they see you as looking out for them.

And the other thing is, you always want to be honest with them, so right from the get-go, I tell them, “Look, in the next 45 minutes here’s what you can expect, okay. I’m going to give you five reasons why you want to be doing X, Y, Z. And then I’m going to demonstrate a software to you that’s going to make your job a lot easier. It’s a pretty amazing software, okay. And then after that, what’s going to happen is I’m going to tell you how you can receive the software soon as the cart is open. But not only that, I’m going to do you guys a favor and I’m going to cover the whole entire funnel so that you’re not lost after you make that front end purchase, right.” I’m now doing them a favor. I’m not necessarily pitching them, right.

And I don’t feel like I ever really have to pitch it to them. All I do is I say … here’s how we set this up, Cindy. We say , “Okay, so, here’s the front end demo”, and I will walk through and show them all the templates or whatever the software is. And then I will go back to the slide and we have a slide deck and I will say, okay, “So this, this, this, this, this, this, this, is all included with the front end offer and you’re going to pay $27 instead of $47.”, and then I’ll have $47 crossed out, okay. So, then, I’ll answer some questions really quickly out loud that I see coming in on the front end. I’ll make sure that people can get the link and it we’re smooth and we’re going.

And I’ll say, “Okay, next what I’m going to do is explain the OTO and how it’s going to benefit you.” And so, then, I’ll do a demonstration or I’ll show whatever the product is and I’ll demonstrate that. And then we’ll come right back over to the slide deck and say, “Okay, with the OTO you’re going to receive this, this, this, this, this, this, this, this, here’s the price.”, make sure you have a product shot there for perceived value. And then, if we need to, we’ll go on to the next OTO.

I’ll go four levels deep and converted the whole entire [inaudible 00:17:17]. In fact, we did it on InstaBuilder. She couldn’t believe it, we covered the whole entire funnel. And she said, “Wow, we have an hour and it’s such an amazing, powerful platform, are you sure you can demonstrate that and the sales funnel builder and the template club all in an hour?” I said, “I got you. We have to. They’re going to be presented with it. We’re going to do it.” And we did and it absolutely … We crushed that webinar. And I believe at the time I was in Spain, I had a big damn crow or something flying through the window right in the middle of the webinar. I don’t have internet connection, right. It was horrible! But we still crushed it. And I think a lot of the reason why is we were just real and just honest and sincere with people and they liked it, it went really well.

Cindy: Yeah, I mean, sincerity definitely goes a long way. And being able to walk people through what they’re going to have instead of just leaving them hanging and letting the sales funnel just do it all for them, that’s got to be key. Also, I think the fact that they’re right there and if they have questions they can ask you. I know what you do a lot of the time, you have extra people answering questions, am I right?

Chad: Absolutely.

Cindy: So you grab people, you grab extra staff to come on and make sure that they’re being dealt with.

Chad: You will triple, I tested this, you will triple … I didn’t want to test this, I just had no choice, I didn’t have anybody to help me there that day. And I learned, you will triple your conversions if you have somebody sitting there answering every single question, even if you say, I don’t know the answer to that, let me see if I can get Chad to answer that for you. They just want attention, they just want to know that you care, that you’re not just there to sell them, right.

But absolutely, and we could talk more about that but the questions are very, very important. I constantly am looking for that one question that I’m able to transition to what I’m talking about because there’s always a golden nugget that comes up or there’s always something that I didn’t think about or a new angle and I’m able to bring that in. But not only that, and this kind of goes to the question about what you said, how do you get the high closes, make sure you’re using [inaudible 00:19:27] inside your webinar. Because here’s the thing, especially if you’re using the webinar, we’re able to see the question window that the rest of the viewers can’t.

So, I’m constantly asking questions that will reaffirm and teach, then train, condition them to say yes. So, like I’ll say, “Okay, how many people just purchased the front end offer?” And it will go like this, within a minute it will go like this, it will go szhooooo, right down, right? You’re seen this, and it will scroll and then fall. And I’ll take out [inaudible 00:19:54] and I’ll say, “Okay, I’m going to show you guys what I’m seeing because you guys can’t see this.” And I will screenshot that box that says, s s s s s all the way down and it’s 9:08 AM, and I’ll put that on screenshot and I’ll say, “Look…

Cindy: Yeah that’s huge

Chad: I’ll say, “Look, I just asked you guys at 9:08 how many people bought this”, and this sucker is still scrolling. But instead of them taking my word for it, I put it up on the screen and I’ll do that a lot.

Any time I need them to understand that the group is agreeing as a whole, that’s being social proof, right.

Cindy: Yeah, absolutely.

Chad: Nobody wants to be the first to do anything, right. So when I put that on the screen they get that warm fuzzy feeling because they see, well, this is what everybody’s doing, so this is what I should be doing, right.

Cindy: Yeah, yeah. So, for our listeners who are thinking about adding a pre-launch webinar to their product release, where do you suggest that they start?

Chad: Well, just what I said. When I first sit down with … Remember this? Or the other thing I like to use is bubble.us. Here’s the thing, you’re already riding the swipes for your affiliates, right? Cindy: Uh-huh.

Chad: Well, this angle that you’re using inside of your swipes, you’re going to use in your sequence, right? So make sure that you have that sequence lined up, make sure you’re communicating to your affiliates that you have a sequence going out and that you’re doing the retargetting campaigns, and I think this is what we’re looking for. If I’m going to send somebody to a webinar, and I’m not going to name any names, but I just did a promotion recently where we put something like 1,400 leads into this webinar. And guess what? They sent out one e-mail and that was it and I was on the webinar the next day, nobody was there. I said, “How is this possible? I wasted all these e-mails and everything, putting them into your funnel, you were supposed to take care of this, why don’t you have people on the call, right?” Like that’s a big let down and that’s something we forget. Because I know it’s not that much work, right?

So, make sure that you have those sequences set up. You don’t have to do the ad campaigns, but it definitely adds to getting people on the call. Social proof, there’s a lot you can do. One of the tips I was going to give you here at the last minute before we conclude is that every webinar, after we’re done, after we put the links out there … And by the way, if you’re doing it on the pre-launch webinar, it’s okay to have links on the screen. If you’re not doing a pre-launch webinar, do not put a link on the screen and do not mention a price, right. You simply say, okay, this is a very advanced trick, if you don’t mention a price … See, if you have the slide open and you say, okay, so it’s $37 right now. If you’re wanting to use that webinar later on, well, now you’re screwed because you just mentioned the price and your price has increased.

So you can say, okay, guys, there’s the price and I just dropped the link in the chat, well guess what? Now you have a webinar that you’re able to use over and over and over. And if you do put a link on the screen, then use a rotator, so that you can swap out that link with a different page because your prices have changed, right.

Cindy: Right, yeah, that makes sense, yeah, yeah.

Chad: This is something we do a lot when it’s not a pre-launch webinar, right. But just kind of some last minute tips, because I actually lost the place where I was at there. Dual monitors will help because this monitor here, we have the webinar taking place, this over here I’ve got Skype conversation open, I’ve got the webinar chat open, and I’ve got the present interview with the slide deck so I can see what’s coming up next, right. Because if you just have one screen, how many times … and I’ve had to do this on my laptop and I completely lost, I don’t know what’s coming up next. And they don’t see you, right, so you can very easily look over here. You’ve got notes over here. You see what’s coming up next, so you can do a very smooth transition.

Along those same lines, you’re probably going to demonstrate something, you’re probably going to show a social media site or a traffic source. Make sure you have all those tabs organized ahead of time because …

Cindy: Now, that seems like such an easy thing right, but so many people don’t do it. I’ve been in so many webinars where they’re just fumbling around to up the page or that page isn’t loading. It’s a mess.

Chad: Yeah, and it’s embarrassing when you’re like, hold on a minute, I’ve got my login here somewhere, just stay tight guys, I’ll go ahead …

It’s embarrassing.

Cindy: You’ve got your screen’s showing and you’ve got to hide it. Yeah, so get everything organization organized before.

Chad: Yeah. And the questions, not only do you want to have somebody there to answer the call, so many people say, “Okay, guys, I’ve got to go eat dinner with my wife.”, or “I’ve got to take my beautiful wife out to dinner, we’ll see you guys on the next webinar.” Boom! And they end the webinar. Don’t do that! Leave that webinar open for like 20 minutes. And if you can, like I take the time and I personally go and address everybody on the call. Sometimes I have to scroll and scroll and scroll. But unless Lachelle has done that or Bob or somebody that’s working with me, and actually addressed everybody, I will take the extra 20 minutes and I will address everybody.

Because you know why? Don’t ask me why, but they stick around, they don’t leave. Just because you said, “Okay, guys, thank you so much.”, and then you hit the mute button, you still share your screen, you have your call dash on the screen, people will come up with questions, right, they’re looking for you to push them to say, yes. They’re looking for you to push them to order, right. So if you leave that webinar open and just sit there silent and just sit there and answer questions, you will get more sales.

Cindy: If you don’t answer that they’re just going to go, just go on. But answer them and you could do chance to actually address their issues.

Chad: And the other thing, remember I told you that I’ll get on with them like a half hour before or whatever? Here’s what we’ll do. We’ll have this beautiful PowerPoint screen created in Photoshop or something, right. And so, we’ll start playing the webinar, we’ll open up the webinar about half an hour before because if you’ve done your job and you’ve said, “Look, we’re going to fill out, we hit capacity, there’s no replay, you can only have this offer for a limited amount of time.”, then there’s a very good chance people are signing on a half hour early.

While they’re signing on, put something beautiful up there instead of the Green Room, right. Give them a call to action, join this Facebook group, download this, register for a contest, brand it to the product, to yourself. This is your chance to build yourself up, right. And then we even have something nice and soothing because it’s usually like six o’clock in the morning and I need that myself. So it’s like Enya or Michael Buble or something that puts them in that mood, right? You want to put them in just a great mood before it starts, right?

And have something nice and soothing because it’s usually like six o’clock in the morning and I need that myself. So it’s like Enya or Michael Buble or something that puts them in that mood, right? You want to put them in just a great mood before it starts, right?

And I will tell them … This is another gold nugget. I’ll tell them, “Okay, guys, so, we’re going to record here in a couple of minutes, like another ten minutes, then we’ll start. I just wanted to come on, talk to you guys, answer any questions you have right now. I want to be personal with you before we start the recording. And do me a favor, here’s what we’re going to do, guys. We’re going to put out the link for the opportunity we’re about to reveal to you.” Now, this is before the recording. “Do me a favor guys, stick around because I would like you to fill out a survey and when you do this, there’s going to be a reward for you at the end.”

And guess what? Nobody leaves. They wait around for that survey. And on that survey you ask them questions, that makes you a better presenter. So you say, “How was the link to the webinar? How was the content? Do you feel like you can take action? On a scale of one to ten, how satisfied were you?” I even asked the question, “Who’s your favorite webinar host? I have like ten simple little questions. I use a tool called Social Surveys and they go through, they hit the end and they get a link for a free report or free PLR product or whatever we’re doing. But we’re able to take … If we ask them open- ended comments, like what was your big ah-hah moment on the webinar. And so you’ll get all these open-ended comments. Well guess what that is? That’s social proof.

Cindy: And you say it’s for the next ones.

Chad: Yeah, and there’s been a lot of times where I’ve gone to webinar early when I know that we’ve got 500, 600 people already. I’ll say, “Hey, guys, I just want to show you the survey that you guys are going to be taking. But I’m going to give you some results first, so you can see what other people are saying before we get onto this call?” I give them that warm, fuzzy feeling when everybody’s like, oh, my god, Chad is such an amazing guy and provides so much value and I love his excitement. If you can show them that, before they get on the call, it just soothes them. They just feel relaxed. If they don’t know you, they know now they’re in good hands because other people have been in their shoes.

Cindy: Absolutely. That is awesome. Thank you so much. I think we’re probably going to leave it here, but thank you so much for all of your input, all of your times and I’m sure our listeners are going to love all of this information. So thanks today …

Chad: You’re welcome.

Cindy: Yeah, I appreciate your time.

Chad: Take care.

Cindy: Take care then. Bye.

Cindy: In episode number 3, I interview Neil Napier who has been responsible for many multiple 6-figure webinars throughout 2014, 2015, and now 2016 he’s absolutely smashing it. His strategy is actually quite unique in that he doesn’t create the products himself rather he offers what he calls WAS and he’ll explain that to you a little bit more. Basically he finds clients who have products and creates high converting webinars for them.

During this episode, Neil is going to reveal how he finds his clients, how to position your services, how to make sure that your webinar sell, and how to systematize it to run as smoothly and efficiently as possible. Welcome, Neil, it’s fantastic to have you here.

Neil: Thank you, Cindy, good to be here.

Cindy: Thank you. Before we jump in, can you share with us how you first learnt about webinars and how long have you been … What’s your experience with webinars?

Neil: Sure. Back in 2010, I was working for this company in the UK and they had to let me go because they were cost cutting following the 2000 recession, so it was quite a bad time. A friend of mine told me about freelancing online, so I got into freelancing online and slowly just via that I met a lot of different marketers who were selling products online.

One of the marketers actually became my mentor later on, and he told me the power of webinars. He showed me exactly how he was doing webinars. I realized that that was a way to go if you really wanted to connect with your audience at a more personal level. Webinar allows you to get a lot of people on call at the same time, and actually answer their questions, generally stay there, demonstrate what you have for them, answer their questions, overcome their objections.

These things you can’t do on a video. He taught me all these things, and he showed me exactly how he structured his webinars, how he was able to take … A list that wouldn’t respond anymore to a list that would convert for even offers as high as like $2,000 a piece. He showed me this whole strategy which went beyond just email marketing or just video marketing.

That was a really, really big game changer for me because I realized that the market was so much bigger. The opportunity was so much bigger than we knew. That was about 3 1/2 years ago. I had been to one webinar before that. I must say I got lucky, I had launched something. I had 100 sales not too many, and I got 5 people on the webinar. I was teaching a $497 product and I got lucky, I got one sale. That itself was exciting enough to know that this can work.

Back then, 500 bucks for an hours worth of work was a lot of money for me. Of course now, the number’s much different, but just by doing that webinar I knew that this could be a successful strategy that I could keep on doing over and over again.

Cindy: Being able to sell higher tickets, if you can sell $1,000 product versus $110 products, it’s a lot easier to just close that one sale, especially if you can connect with people and get really face to face with them with webinars.

Neil: Exactly. Actually on that call I got all of … Because there were only 5 people, I got them all on the call to talk with me, and that really reduced the objection rate that they had because now they knew that I was approachable, and webinars make that happen. In video you’re just watching someone on screen, and email you’re just reading text, but in webinars, you’re actually there with them, in the moment listening to them, interacting with them and so on. It’s very good.

Cindy: Why don’t we dive into this, and you can just share with us, what does WAS mean?

Neil: I don’t think it’s an official term, I think I’m the first person to actually coin it which might set a trend, but as they’re Software As a Service or Platform As a Service, PAS, I’ve coined the term Webinar As a Service, WAS. You’re basically doing webinars for other people. Here’s the thing you have to understand, that there are not a lot of people out there that can do webinars.

Let alone that, there are not a lot of people out there that knows about webinars, or know the power of doing webinars. My aim, when I perfected webinars for myself, my own products and services, we also do offer this as a service to clients as well. What I started doing was reaching out to people who I knew had a product launch coming up.

They didn’t have a pre-launched strategy, they didn’t really have a webinar because I knew that can matter really well for us. I knew I could help someone else make money if I could do webinars for them. I simply approached them and said, “Hey, listen. This is what I do in my business, abc. This is how I structure everything. What I can do as well for you is help you structure a webinar. I’ll just consult with you. I’ll just tell you what to do. I’ll tell you how to position your pre-launch. I’ll tell you how to position your webinar, and then you can do it,” but Still they had an objection.

They said, “Sure, but I still don’t want to do it,” or, “I don’t have the skills to do it. Can you do it?” Then I realized, okay, instead of just offering them a consulting package, I could actually do the webinar for them. I could be a webinar spokesperson for them and actually take care of the whole thing myself. The service was born. I realized that there was big new more markets for people who couldn’t run, who could number one consult with other people about webinars. If the vendor didn’t want to do it themselves, we could actually do webinars for them as well.

We’ll hopefully discuss that today. I want to share how to also find clients who already have high ticket coaching, are already public speakers. You just go in and help them, teach them how to do webinars and they do it themselves. This very crucial to actually setting up your own service, being able to consult with the people, and of course, if they’re not able to do it, you actually do the webinars for them as well.

Cindy: Okay. When you’re consulting with a client, are you talking about … You find someone who has the products, do you then build the webinar pitch for them, or do you just consult them and tell them step by step, “This is what you should be doing on a webinar,” or are you talking about doing the whole thing?

Neil: It really depends on the package. If I was to take the very cheapest package that I would have, I would say, “Okay. I know you have a product, but I know you have …” Let me just use as an example as well, one of them is GVSU marketplace, the other one would be an Amazon marketplace where their best sellers are in non fiction books about how to have a better body language or how to understand people better.

Let’s say that’s their goal, and they also have a high ticket coaching, or let’s say even if they don’t have a high ticket coaching. What I would do number 1, the cheapest service would be to consult with them, to actually go to them, talk to them about what they do, what the business is like, and discuss maybe that they could have a higher $2,000. $5,000 package.

If it’s a product launch in JVZoo marketplace, simply going to them and telling them that, “Okay. You should do a webinar, and this is how you should pitch it. This is what you should do.” That’s a very basic package, just consulting with them. A little bit more, is when actually I create presentations for them. Not only do I tell them what to do, but actually do it for them. I create the presentations as I help them write the emails and that’s it.

I think the final package is where I actually do everything for them, which means that they bring in all the traffic, so I’m not responsible for traffic at all. They bring in all the traffic. They have the product. I simply create the presentation. I create the emails and then I deliver that presentation live on a call to their audience, while having them on the call as well.

Of course, depending on what they go for, the price varies. Always I try and come up with something in which I can get a flat fee as well as a commission percentage on top just because you never know what the other person’s like. They might be able to even be able to put up 100 people on the call. In that case, if you’re working based on commissions you lose money.

You really want to come with a balanced … If you’re consulting just go ahead and charge a flat fee. If you’re actually doing team work as well, charge it to a percentage as well. If you’re doing everything, charge a hefty percentage in that case.

Cindy: For the 7-figure furnace listeners out there, you guys you have to … You should see by now that there’s a lot of products out there that aren’t being delivered, and probably could be delivered by a webinar. If you look at the marketplace and you can find products that are selling top quality products backed by great support that are just missing that final set to actually meet with the clients and get them to come in and hand over their money in a way that they would’ve done before. That’s pretty much what you do, isn’t it? How do you find your clients, how do you actually … Do you have places where you go? You generally hang around GVSU or you’re looking for Amazon clients, or how do you find your clients?

Neil: There are 3 places. For me, because I’m already in the market, the lowest hanging fruit for me is in the JVZoo marketplace. I can tell you, and I’ve been looking at launches recently just to study this a bit more. About 8 out of 10 launches don’t do pre-launch webinars. Every pre-launch webinar I do does between $3,000 to $6,000+ customer in list as well.

I know that if I approach the right ones, even if I do 4 or 6 a month, that’s already good money. For anyone who’s trying to break through in this market, and they already have good way to actually position webinars, then I would think JVZoo marketplace is the simplest one, number one. What has also worked in past days, reaching out to Amazon bestsellers. By bestsellers, I don’t mean only top 3 people in the list, but anyone who has a non fiction book, for example, published on Amazon.

If they’re talking about business management, if they’re talking about some kind of public speaking or psychology, they already have skills they would need to talk, for example, so you don’t even have to do anything there. You just need to reach out to them. They probably already have a high ticket package. If they don’t, you can help them construct one. It’s not the lowest hanging good, but it’s still pretty good because these people are already selling something. They have money to pay you if you approach them.

This is something we’ve employed in past years, reaching out to Amazon bestsellers and approaching them with a simple email saying, “Hey, listen. This is what I do and I can help you do the same as well, if you don’t do that already.” If you do a bit of research, going to the websites and finding out if they have high ticket package that would help you, but even if you don’t, you will find a lot of them come back to you because they want to make a lot of money too.

We all want to make money with our skills, with our trades, whatever we do. The third way to get clients is actually reaching out to people via YouTube. If you go to YouTube, let’s say, you look for ACH Tutorials, and you find maybe intelligent guy or girl who’s talking about SEO and they need to know … They seem to know everythIng that they should know about SEO, you reach out to them and say, “Hey, listen. This is what I do. Do you sell SEO services? Do you sell SEO Training? In most cases, people will be like, “No, I just give it away for free.”

Then you can say, “How about we construct a whole package around what you do, we price it at $5,000 and I can help you with a webinar. You just have to bring in the traffic, which you are already getting from the YouTube videos.” If you structure it like that, these people already have the list, they just don’t know that they should be doing webinars. Even then, they don’t know how to do webinars. I think that’s where anyone could come in, and add a USP to their bottom line.

Neil: Yeah, absolutely. That’s just basically free money, because these guys already know how to present on YouTube. They know how to get in front of the camera and do [it 00:11:27]. You just need to guide them and to package them, and get them into your service.

Neil: Yeah. It is quite easy because these guys are all ready. They just want to know about it, and you just go and tell them.

Neil: Yeah, absolutely. We’ve discussed how to find clients, how to position yourself, and how to package your service. Maybe we can talk a little bit about how to sell on the webinars. What is your approach when it comes to actually guiding someone from … Once they actually get on to your webinar, how do you guide them towards the sale?

Neil: I’ll say this from that. A lot of people, and I’m actually working with an apprentice right now, he’s really afraid of selling. He’s like, “I feel embarrassed about it. I don’t feel good about it.” The thing is, once people actually start talking with you, they come to your webinar, they want to be pitched to. As crazy as that sounds, they know why they’re there. They’re there to learn, of course, but they also want to buy.

You have to sell because if you don’t sell at that point, you’re doing injustice to yourself if you’re doing injustice to them. I want to use that analogy, it’s like heating up your dinner and not eating it at all. You’re saying, “I’m not hungry anymore,” or, “I don’t feel like I should eat meat anymore.” If you bring people to a point where they are prying to buy from you, please do sell, because if you don’t they’re just going to go and buy from someone else.

Again about another analogy, if you don’t good in a club and everything is going really well, you’re like, “I won’t go for the close, I’ll just go home.” She’s going to go with someone else. You’ve got to close the deal when you can. Webinars are the same. As soon as someone gets on you have to understand that they’re there to learn from you. You are the expert ,or your customer is the expert, that your client is the expert.

Number one, always remember that. Always remember that they’re there to listen to you, not the other way round. Number 2, when it comes to selling, always feel confident that what you sell is the best thing they can get today, and it is, that’s why they’re there. Always in your mind, when you’re preparing for it, know that people want to be sold to. That’s number one. Number 2, the different ways to close people on a webinar.

First of all, even before you get to the pitch part, you should always give value, you should always give people enough value so that they see that even for free they get to learn so much from you, therefore paid, it would just completely blow everything out of the water. The free thing that you give to them have to be just amazing, really good. Even if they leave after that, it should add enough value to their business.

When it comes to the pitch, I like to go through 3 things. One of them is logic close. The second is emotional close. The third is scarcity close. The logic close is simple, is that they understand everything about the webinar. They understand why that package should be important for them, and you just drive the point home that, “Hey, listen. I’m out in this … All of these features, all of this value, there’s bonus number one, bonus number 2, bonus number 3 and so on. That’s logic driven.

A lot of men, for example, are logic driven when it comes to making decisions, but ironically enough, when it comes to buying they go into emotional mode. We come to that. The second mode is the emotional mode where you tell them that, “Hey, if you don’t buy this today it’s okay, but here’s what life could be like if you do buy it. Here’s how things could turn up if you do make a decision today.” It’s about positioning your offer in an emotional way, so people really feel like that they can get a lot out of it. I think they can. If you’re pitching your service well, they can get a lot of what you’re selling to them.

The third one is the scarcity close. Say, if both of these same people are still on the call, they’re waiting, you drive the scarcity home. You say, “This is only available for a short time.” You say that your bonuses are going to expire. You say that there’s a fast moving advantage here and if you don’t get there right now someone else is going to get benefits for using the system. As long as you go through these 3 things, and as long as you go through an objection list as well that they could have, you will be able to close a lot of people.

We ourselves have been able to close 70% of people in the past just by doing these 3 steps, and then going through the objection one more time at the end.

Cindy: Right. It’s about just acknowledging that they’re actually there for the webinar and they want to buy something from you. We say webinar a lot but a couple of people have been mentioning lately they’re moving from calling it webinars, what’s your opinion there?

Neil: You can call it whatever you want but it is what it is.

Cindy: Yeah. When you’re selling, because people come and then they’re going to be pitched. They get a vendor that they’re going to be sold to. Are you still calling the webinars when you’re promoting them or do you call them workshops or do you call them training sessions? What are you calling them?

Neil: It’s a very, very good question and I think it really depends on how you want to position. The way I look at it is if you call it workshop and if you call it training, you really have to give a lot. You really, really, have to give a lot. If it’s a webinar … We get people who are die-hard fans of our company, for example, we get people who know that they’re going to be pitched to when they’re ready to buy.

If I do a workshop or a training, I would have to up my game like 10 times and that’s completely okay. I think that that’s what people will expect. They should get so much out of that workshop. I just want to throw in like an example there of someone I know who runs something like this. They said, “It’s a workshop. You pay $1 right now and after the end of it we’ll charge you another $97 payment. It’ll be automatically charged. If you want to get a refund, you basically just let us know and we’ll give you a refund. No problem.”

They run a 3-hour session, so it was like really good training but here’s what they also did. Within that training that they delivered another pitch for $497 product. Funny enough, a lot of people bought it because they had already committed by paying a $1. Even if they had paid $1 the $497 thing, and even if after that they go and say, “Okay, I want the refund for $97,” that’s still okay. You’re still $400 up.

In that sense, there are many ways to position it. It really depends on what you want to deliver. If you’re new to this and you know you don’t really have some expertise in something, you can go and just do it as a webinar. If you’re in public speaking, if you can deliver lessons on psychology, sure do it as a workshop because I think then it will really help people. At the end of it you can have a soft pitch and you can follow it by email after that.

Cindy: Right, exactly. We haven’t mentioned today, but I’ve heard you talk about the Pareto principle before. Maybe you could explain Pareto to our 7 figure furnace listeners, and how you apply this to webinars.

Neil: Sure. Pareto principle in essence is the 20% of work that you do, delivers 80% of the results. 80% of the work you do, delivers 20% of the results which makes that 20% redundant. I like Pareto law because as entrepreneurs we have so many ideas. We have so many clients we can work with. There are so many webinars we can do. The thing is what we found after doing … I think we have done today about 500 plus webinars.

What we found was that we spent a lot of time preparing for them, and unfortunately some of them just don’t work. For some of them, the clients just back out. The improvement and results is very little when we try and do a really good job or an amazing job, so we decided that quite some time ago is that we’re going to focus on doing the bare bones in the beginning, just to see how the results are going to be, and of course if they’re good we’ll go all the way.

In the beginning when we’re creating a webinar presentation, what we used to do was we get full time designer onboard who’ll do icons, everything image on the webinar would be carefully crafted by him to get a higher conversions. Then we realized that even if I don’t let him do all that, even if I work with a white screen pop or in webinar background, and if I just go with that, it still gets good numbers because at the end of the day it is about the pitching. It’s about the positioning on the webinar as well.

We realized that we were doing a lot of wasteful processes, trying to do … Trying to really look more professional and getting really good at it, but instead we should just have been focusing on trying to get a sale in the beginning. Once you get a sale, that’s motivation enough to improve and do better. In terms of Pareto principle we realized that we didn’t need a full time designer for that kind of thing. We didn’t need to do 10 different things that we were doing. We could focus on the bare bones, build the results, and of course, if the results are good and long lasting, then we can get someone to work on a full blown presentation.

Pareto’s law, especially if you’re an entreprenuer if you have 10 different ideas, Pareto’s law allows you to give only 20% to [inaudible 00:20:00] and find out which one of them is really profitable for you. Then, once you have 1 or 2 of them, you really go deep into them and you really scale them up. That is very, very crucial when you’re trying to juggle multiple clients, and it is going to happen if you do everything of what I’ve told you to do today.

Cindy: On just managing multiple clients, do you have any tools that you use, any software tools? I use Asana and also Basecamp often.

[inaudible 00:20:28] they’re all my awesome little collection of tools. What do you use to manage stuff.

Neil: I use this one as well just like you. I’m looking at an application called Glip, it’s G-L-I-P. It’s new, it’s like Asana and it’s built in

together. I’m looking into it because I want to minimize the number of tools that we use and just bring everything together, so I’ll checkout Glip as well. At the moment we use Asana.

Cindy: Yeah, a Sana is great because it lets create less and plan out your projects and manage several people, and I think it’s free up to about 16 users or something like that. If you have 16 staff or whatever, you can. You don’t have to pay, so it’s awesome.

Neil: There’s a little [inaudible 00:21:15] I’ll tell you. We’ve reduced in our company. We can actually have multiple groups under that. What we have done is we’ve separated the launch team and the promotion team and the product development team because they grew too big so I couldn’t have 30 people in one room. I just have now rooms of 10 people each, and that works pretty well as well.

Cindy: Excellent. That’s good. Then you’ve got a little bit more focused as well, so you don’t have to have all of this popping up that you don’t really need to look at at the moment. Do you have any last minute bits of advice to share with our listeners before we wrap this up?

Neil: Sure. Even if you think that this seems a bit difficult to do, just do this exercise. You can go to MunchEye for example, and look at all the launches that are happening or alternatively go to Amazon, find all the bestsellers and you can hire a [VO 00:22:01] whoever and mail 100 people in a week and see how many responses you get. I can guarantee you that at least 5 people will be willing to get on a call with you and you would close at least person for something that will deliver you $5,000+ for a few hours of work. I really think it is profitable. You just have to sit down and do it.

Cindy: Good advice. Thank you very much, Neil, for joining us on our show. I appreciate your time.

Neil: Likewise, Cindy, thank you. Cindy: Okay. Take care.

Cindy: In this episode number 2 I interview Rich Wilens who has hosted over 400 different webinars for JVZoo’s sister company Webinar Swaps. Currently he runs JVZoo’s webinar division and has created in-depth training programs specifically about webinars including ones that have been released in March 2006, called “[inaudible 00:00:20] your Webinars.” He has over 48 years experience doing sales presentation from stage starting in 1976 working and learning from the great sales trainer Tom Hopkins and a whole bunch of others including E. Brian Roads. Now, he’s adapted his sales training for the 21st century and now the internet’s web seminar and conference explosion. Rich is here to share about what he’s working on now, how to get massive engagement for your webinars, how to close the sale, and how to craft the ideal sales webinar. Rich, thank you so much for joining us.

Rich: Well, it’s absolutely my pleasure. Made me sound like, since 1976 do you know how many years that is? That many years. I just want to let you know, Cindy, 62 is the new 40.

Cindy: (laughs) If this makes you feel any better I was born in ’76. (laughs)

Rich: Oh thanks.

Cindy: Yeah.

Rich: Much better.

Cindy: I was like a tiny baby.

Rich: I got ya. Okay. What do you want to talk about tonight?

Cindy: I know that you’ve been doing this for a while, obviously, ’76. I’m sure you’ve seen a whole bunch of changes and that transition from going from selling in different methods and then to bringing it over to webinars. Let’s dive in here and just see, what do you think is working now? How do you see webinars? Do you think webinars are going to be around for a while still? Can you see any changes coming? What do you think?

Rich: You know, changes are always inevitable. A webinar is nothing more than a web seminar. A web seminar is nothing more a seminar that has been recorded. A seminar is nothing more than standing on stage and presenting a product to an audience that people want and have an interest in you and your product that want to buy that will help solve a problem or make your life better. Have things changed? No, it started I believe exactly from it’s roots from standing on the stage and selling a product. All we are doing is in the year 2016, we found a new way to present our product to the masses. In order to present the product to the masses you had to adapt accept and approve the new technology which will bring your product to the, and I mean this, millions upon millions of people, new people, that you wouldn’t have a chance in doing it the old way. Have webinars changed? Yes, I don’t believe we should use the word webinar anymore because when people think webinar they think automatically, “oh, it is going to be a pitch fest. I am going to come in learn a little bit of fluff, next thing I know they are asking me for $995 or 3 payments of $397.”

Cindy: Right.

Rich: No, what people want is they want to be entertained and informed. They want to spend an hour with you because believe it or not, 99% of the people who show up for webinars want to be entertained because they crave the information they need in order to find the next big thing. The next thing that’s going to help them out of their rut. Most of the time, the attendees that you have are just people who are information gatherers. Now, there is nothing wrong with that because everybody who attends your webinars, you have to change your thinking, [inaudible 00:03:41]. You’ve got to change your mind [inaudible 00:03:44] are all prospects. What you have to do is you have to info-tain them. You have to give them a reason to like you and buy from you. You have to do it in a structure in order to keep your attendees attention. The answer to your question is, the long way around, have webinars changed? Yes, they are now workshops and they’ve changed from [inaudible 00:04:10] in front of an audience to looking at your computer, your television set, or your monitor and inviting them into your living room.

Cindy: Yeah, right, exactly. You make a really good point there about changing even just changing it to workshops or, I know some people say live training sessions, or anything like that and moving away from the actual word webinar. Gets a lot more people on your webinar.

Rich: It’s a negative connotation. We used to use the term ‘red’ as a negative connotation because red mean stop, green meant go. If you always used a highlighter, you would use green because green is a power color. The term pitch, I used to believe, this was in 1976, pitch was a negative connotation. I’m not trying to pitch you something, “oh are you trying to pitch me something?” No, I’m trying to present the information you need to make the right decision. That’s what you have to do in today’s webinars.

Cindy: Mm-hmm (affirmative). Yup. Let’s go and talk a little bit more about that. How do you get a lot of people in? I know you’re saying that there are literally millions out there of people. We are going to be talking quite a lot now about dealing with selling products to business owners to people who are working from home, kind of like the make money from home sort of niche, correct? That’s your area of expertise here or do you do more niche stuff?

Rich: My niche is anybody who can present a product with a webinar.

Cindy: Okay.

Rich: I basically have everybody in my prospect list because everybody needs product presentation, even if you are selling a service.

Cindy: Mm-hmm (affirmative).

Rich: A product, if you are selling information, or you’re selling physical products everybody likes a face. Whose the guy that does the shamwow? I love that guy, and Billy Mayes, now he’s gone. As goofy as he is, you know, rather than the other two clowns who take care of everything in the background. Everybody loves to have a face and everybody wants to have a connection. That’s why I say that everybody who’s attending your webinar is a prospect. Try to put yourself on a 1-on-1 with everybody who is on this web seminar because they came here for one reason, they came there to see you.

Cindy: Right. Once you get these people onto the webinar, do you have any tricks for actually leading them towards conversions? Towards the sale? Maybe you could share some of of those tricks with those listeners.

Rich: Sure, first of all, I don’t use the term ‘tricks,’ I think tricks is also a negative connotation. Let me share with you, a lot of people think tricks or hacks or any of those things, to me, I always think I’m going to hack into something so I’m not really quite doing something above board.

Cindy: It sounds dishonest.

Rich: What I teach and what I share with people is how… exactly… How to be upfront with somebody because people don’t care how much they know until they know how much you care. Remember you’re dealing with a prospect. If you just take the term, ‘Oh, he’s just an opt-in,’ well, that’s all he is, he’s an opt-in. But if you take the thinking that he is a person who is going to give you money for a product or a service they are going to use, they are going to remember you and they are going to buy from you again. Who would you rather buy from? Somebody who is new or something that you already bought before that’s been consistent like yourself with your product. People buy from you because they buy Cindy, they don’t necessarily buy the product. How many people do you know bought your product that still have it in their cart and haven’t used it just because they bought from you.

This is where webinars are going. It’s kind of like a 1-on-1. One of the reasons why I say it’s a 1-on-1 because people need to change their thinking. To give you an example, let’s say you fill up a go to [inaudible 00:08:16] situation right now there are other products out there that are better than go-to meetings. But, go-to meeting and go-to webinar are very reliable. They only let you get 1,000 people but every attendee doesn’t know there is 1,000 people on. It is only because you tell them. The attendee only logged in because of you. Now, if you take one person that is on this web seminar and you start talking to them 1-on-1, do you know that all 1,000 people will believe that you are talking to them? Oh my god, just think if you mention people’s names, they go crazy. Everybody likes to be acknowledged. One of the things that I share with people in today’s webinars is creating that 1-on-1 and it will convert to everybody there. Everybody will feel a piece about you. They’ll like you and once they like you, they will buy from you.

Cindy: Exactly. Yeah. That sort of leads them towards the sale, because you’re not pushing them into something. You’re pushing them because they have… you don’t even have to push them because they are there to see you and you’ve got something to share with them.

Rich: Right.

Cindy: That kind of helps towards the conversions correct?

Rich: That’s another thing too. I don’t push anybody into anything. There’s three reasons why people done buy. I’ve always said this and these are the basics, I’ll tell you a quick story. Have you heard of a guy called Grant Cardone?

Cindy: Yes. I had the privilege of interviewing him recently, he’s an amazing guy.

Rich: Well, I’ll have you know he attended two of my workshops in 1984 and ’85 in southern California and a lot of the stuff that he has in his material are all materials that he has taken and he has learned from all the other sales trainers that came before him. Nothing Grant Cardone says is new except the way he presents it. They way he presents it is fabulous. He’s taken basically what I did and was in a position that he came to see me at the whole different level and he did exactly what he did was 10x his life and the way he does business. Which is a model for me because it’s like a round table, a round circle, it came back. He came my workshop, I bought his books, now I’m 10x-ing the webinars giving people 10 solid reasons, 10x why their webinar can convert and close rather than what they’ve already been doing. Thank you Grant Cardone for that.

When were talking about webinars and what’s happening that’s new. First of all, I can tell you right now if you have a webinar right now, anybody out there who is listening, if you are having a webinar right now, the firs problem is it’s too long, that’s it. People’s attention span, Cindy, is 51 minutes, that’s it. Th only reason they keep people on there an extra hour is just to grind out that last sale. It’s kind of like stretching out the months for a car salesman, trying to make that last car roll out the door. It’s just not going to happen. At the end of 51 minutes, you’re done. It’s time for you to have that buy button out there where people could have already purchased the product or it’s time to say, “Hey, look, I’m here, you’re here, the product is here.” We are talking about the three reasons why people don’t buy me, the machine, or money. It’s never me because people love me, I’m loved. That’s because I razzle dazzle them.

Jazz hands. The other reason is the product. There I no reason this product shouldn’t be product of the day on JVZoo and Warrior Form if Mike Lans was smart, that’s a whole other thing. I say that lovingly Mike. Make it product of the day because it’s a great product and money has never been an issue. It’s usually a $27 investment of you and your time in order to confirm a claim that somebody is making of a product that you’re purchasing that’s going to help eliminate a problem and a pain for you. All of those things create the sale, you create that during the webinar, they love me, they love my product, money has never been a problem, there is no reason that you cannot convert everybody.

Now, back from la-la land. Nobody is going to convert everybody. These guys that say, “I’ve converted 80% and 70%,” please. The only thing that they are fooling is themselves. They have sent their own list and their own list loves them and they had 10 people show up and 8 of them bought. Hey, I closed 80%. I mean, numbers can be construed into everything. Here is the basic numbers that can control your closing ratio, if you can learn these and use these and you improve your closure rating. If people are listening to the webinar at the time when you are closing them 50, if you close 20%, that is 10 people. If you take the people who are listening to me at the closing, which is 50, which would be 20% of 10 or the total attendees which was 100 and you sold 10, that’s 10% so now you know you closed 10%. You take that 10%, you figure out how much profit that you want to make in the next webinar and you multiply that by the attendees. You want to sell 100 piece, you need 1,000 people on the webinar.

With that being said, taking into account that there is 1,000 people on the webinar now that you have analyzed that doing what you are doing now you’re selling 10%, 10x your webinar up and do something different and you’ll increase that by 5%. Well, how much will 5 sales or 50 sales increase your bottom line? In order to do that, you need to shorten up your webinars to around 60 minutes or less that’s where we get into the 52 one minutes of people’s attention span.

To give just a little recap of what we were chatting about you’ve got structured webinar that you have kept under an hour. You’ve kept people under that 51 minute mark right around 45 you’re giving them a buy button because you have just introduced a product to them and that product is great product. It is one that they all need to solve a problem, it was present by you either the creator or the owner of that product because people love you, and the money has never been an issue. What is the reason not to take advantage of this now? Paypal now offers a 30 day guarantee, so it doesn’t matter. There are no scams in this business anymore. You’ve got 30 days and you can say, “I don’t want it Paypal.” You either use it or you don’t. Not that many people just want to scam a free product? If the do, god bless them. Most of the time, you know you can get your money back at the end of the 30 days. There is no reason why everybody shouldn’t buy that product and that is the attitude you have to take. That’s where you use the different techniques within that hour in order to close more sales.

Cindy: Right. In this 45 minutes that you’ve got, how do you keep them engaged? Do you have anything that you an share with these guys about how to keep people wanting to stay on for that whole time that you want them to tune in and to actually pay attention to what you’ve got going on?

Rich: I do and I am going to give you 2 secrets right now that I use in every webinar that I use that increases my sales by at least 2 to 5 sales per sale. When I first get on the webinar I instruct people, “Okay, now for those of you who either cannot stay the whole hour or who want want to stay the whole hour but they need a little bit more information like their problem solved. Go ahead, my assistant is working the question box, go ahead and leave your phone number and I will get back to you. Because, if it is going to take more… Here is what is going to happen, I am going to solve a lot of problems in an hour, but if you have more questions, just go ahead and leave them now. Jake, go ahead and take their numbers. Is everybody leaving their phone numbers?” Just by saying that I always get 10-15 numbers of people who want to talk to me. Well, there is 10-15 opportunities to seel my product.

Cindy: Mm-hmm (affirmative).

Rich: By using that, plus it is another chance to sell other products that I have down the road. Now, to engage people in the audience, let’s go back to what I was talking about a little earlier with go-to meeting, go-to webinar, they only carry 1,000 people, so you have 1,000 people max and we are not going to a concert, we are not going to a holiday in where there is 200 people listening to the guy telling about real estate and flipping the product and taking his course, we are talking about one person signing up. They don’t know whether it’s live or whether it is recorded. Now, I have two opinions on that, we will talk about that if we have time in a minute. They don’t know if there is 1,000 people there, they only know that one person is there so, how do you want to engage people? Here is what you do, here is another secret that I share with people who have products.

Everybody knows the reasons that people use not to buy a product. For example, Cindy, if you are going to buy a car, “Well, I just want to think about it.” “Well, I’m not buying today. I have to ask my wife or husband.” “The price is too high.” “What’s wrong with this car? Well, I read this. I can get it for that.” These are all objections that you know people are going to ask when it comes time for them to buy the product when you are asking for their sale. What I do, is I get those objections out of the way. I ask those questions myself. “Well, Cindy is on the line and Cindy, Mary, and Jeffery, Jeremy from Buluxy and EBR from Orlando, he’s asking the same thing and that’s good folks and I’m sure there is a lot of you out there with this question in mind. He’s saying that he has to ask his wife or husband. I understand that, you know, I got one of those at home too but, what if she said yes. What would you do? Yeah, I would buy it too. Go ahead, come on, click it. You got 30 days, what the heck.”

That kind of thing. Right then and there it breaks the ice. That’s a little technique that I use, I overcome the objection before there is an objection.

Cindy: I want to continue talking a little bit about what you are talking about with recorded webinars. I want to know what do you think your opinion live vs. replay is there a place for both? Do you prefer one over the other? Do you have anything you can share on those?

Rich: I do, funny you should mention. I have an opinion. I do believe that live is better because you can interact with people live and people

want that live connection, on the other hand people don’t always have time. If they have a recorded webinar, these webinars can be accessed at any time. It could be an instant recorded webinar, it could be a 30 minute recorded webinar, or 45 minute recorded webinar, the could have it in a day or 2, you know the way you can schedule it. Now, I have an opinion on some of the other… I’m not crazy about go-to, I mean I go-to but google plus., I’m not stable with that concept but there are some programs out there that do offer a webinar type program similar to go to but not necessarily affordable such as on-TV and JVZoo and probably, you shouldn’t say that it is creating a [inaudible 00:19:33] platform. JVZoo webinars are where they are going to be offering… well I cannot really say that either.

You know what, I just had a filter. Cindy: Right.

Rich: EBR would be so proud of me. Anyway, that is what is happening, we are having a recorded webinar at any time is awesome as well because that’s when you have to look at as an opt-in. That’s how you generate traffic to your site. It is just like an opt-in page where you are selling information, whether you are the WSO on warrior plus the product of the day. It is basically doing the segment of sales page to drive traffic, you buy an opt-in. Now you can buy realistic traffic or you can buy shoot traffic. You could buy .0001 cent, you know, the Facebook clicks that you get. Which is somebody in Nigeria that is not going to have any money. Or, you’ll have to excuse me, my nose itches, that means it is going to rain. I was riding my bike earlier. Or, you can spend something realistic, like give yourself $1 a click.

Rule of thumb that I do when people want to drive traffic. How much are you going to make for one sale? Let’s say it is a 197 product, and so you are going to make $100 take that $100 buy 100 clicks. If you’re getting 10% out of 100 clicks if 50% of them show up and you’re doing 20% that is 10 sales. All you have yo do is make one sale back from that money that you sent and all least you know you’re buying that click. Or you direct it to any niche, any click at the groups if you want to work Facebook. Do Facebook groups, let people know there. Bust your way in, what is the worst thing they can tell you? Oh, we don’t want that SPAM on our… okay, sorry.

Cindy: Yeah it’s…

Rich: Well, I didn’t mean to do that, I won’t do it again. Okay, well Rich we know who you are so… Yeah thanks you know where I live, oh okay.

Cindy: It’s basically making sure… you need to know that what you’re selling is going to convert though. Otherwise, you will be sending traffic to something that’s not actually going to end up making money and then you lose money.

Rich: Exactly, like investing in anything else. You have to get to a niche or a set of people that want what you have to offer. What you have to offer is a web seminar or workshop which sounds cheesy as hell, but that’s what people want to hear. They get that webinar stuff, “oh, webinar. They are going to try to sell me something.” I tell people right up front the webinar, “Hey, at the end of this we are going to sell you something. We are going to try to. We are not going to sell you something. You’re either sold or sold yourself. You either want it or you don’t. If you don’t want to hang out now for 45 minutes you might as well leave because all you will be doing is listening going ‘eh’ go ahead and take off. I would rather have buyers on the line than just seeing 900 people on the line. If 100 of them are buyers I would rather see 100 people who are buyers.”

Cindy: Yeah.

Rich: That’s why I said, if you are going to target, do you know who Andrea Fulton is?

Cindy: Yeah, yeah.

Rich: Andrea has a great list to buy from. Oh, plug plug, and I don’t even like her. Yeah I do.

Cindy: That’s mean.

Rich: Yeah, I know it is. I buy clicks from her. They are always good for me. If I sell 1 out of the 300 clicks, all right, I’ve spend $300 but I’m going to make… now that I think of it I only making $100, well you know what I mean. You’ve got to adjust for what it is going to be. If I’m making $100 I’ll spend $100. Like I said, if I get 100 people to show up and you can close 10%. Plus another thing, Cindy, that I suggest people to do is have a little pre-show. I like to have a little pre-show about 15 minutes where I get on and I chat with the folks. Turn on the webcam, show them my kitchen and my house. Here’s my house, that’s what my backyard looks like. That kind of stuff.

I get out of my kitchen, I have my desk in my kitchen that way it is shorter to the refrigerator. Which reminds me, I did my 10,000 steps today.

Cindy: Oh you did?

Rich: They were to my refrigeration and back. I got that workout. i woke up this morning feeling like exercise, so I went back to bed until that feeling passed. Cindy: You’re a dork.

Rich: Yeah I know. Vault111, I didn’t think you’d know that, I got that from my son.

Cindy: Oh dear.

Rich: Nobody else picked up on that.

Cindy: You’ve been selling it and pitching jokes and everything from stage. I think the first time that I saw you on stage you were up there with

somebody you were joking around.

Rich: Well, you know they tell me to get up on stage and and stall for time while they screw around. That is going to happen again this year, you know? Joel Comm is going to act all pretty and EBR is going to hide with his wife. They’re going, whose on stage next? There’s Rich. Yeah, all right. I can hear them from the background, “Lose some weight.” what sounds better? Exercise or a cupcake?”

Cindy: For the sake of people that are listening, if you’re not aware. Rich here runs the JVZoo events. It’s Marketing Mayhem that’s coming out very soon. I am headed over there as well. If you’re listening and you happen to be headed over to Orlando, make sure that you drop by because it is a really cool place to hang out and meet up with a whole bunch of marketers and connect with people. Actually my business really rook off as soon as I started attending events.

Rich: In all fairness Cindy, your products are good and everybody loves you.

Cindy: Thank you.

Rich: They wouldn’t buy your products if they were crap. I’m serious.

Cindy: Well, thanks.

Rich: You’re work stands for itself. That’s the reason that people buy. It is not just the pretty face on it, although I would buy that pretty face.

Cindy: Oh please. Okay. So we were talking about webinars.

Rich: All right all right.

Cindy: Do you have any final words of wisdom that you might like to share with our listeners. Do you have any bits that we might not have covered? Any tid bits about webinars and making sure they convert, maybe?

Rich: I do.

Cindy: You do?

Rich: I do. We didn’t talk about structuring your webinar and I believe… Cindy: We didn’t, yeah. Would you like to get into that?

Rich: Yeah, well we talked about structuring 60 minute worth of webinar but how you actually do it is this. Here is is the secret. If you look at an hour clock, and look at like a radio station clock on the wall. At 12 minutes they’d have a commercial then 3 minutes they would have a commercial, then they would get back into music and they would have that to 33 and then they would have weather and then they would have a public service announcement, then they would get to two songs, and then they’d have commercials for 4 minutes, and then they would get up to a quarter of the hour and they would play two records and then at 52 they would have two commercials and take it all the way to the quarter of the hour. That’s how you break down your webinar. You give the first two minutes, you tell about yourself, “Hi, I’m Rich I fly airplanes. I like fires and I have a good time eating at buffets.” Then show a couple of pictures because we all take pictures of our food. Show a couple of pictures and then go right into your webinar.

Structure your webinars from your product anywhere from 7-10 minutes and then when you’re done with those 10 minutes, ask questions. Ask those people to engage. Get yourself engaged get, 15, 30, 45. That gives you an example, just an example, you can create your webinar how you want to create your webinar. That’s how I would do it in order to shorten that webinar, get then to…

Cindy: Engage.

Rich: With you, interact with you by asking questions that everybody can answer. Did you like the product? Did you like the way it looked? Did you like the way it feels? Do you think it will be a benefit for you? Will it help you with your problems? Does it solve your problems? Is there anything else, or my favorite two words, and always remember that…. other than that, “Other than,” is that the only thing stopping you from taking advantage of this product today?

Well if they say “no, nothing else,” there is no reason for them to buy. Structure you’re webinar for 45 minutes start with your question and answer and through your question and answer intertwine your clothes end it at 60 minutes is the best advice that I can give you even if you have your own webinar, take advantage and shorten it right now. You know the stuff to cut up. Cindy, you know the stuff that you are going to have to edit in this interview.

Cindy: Yes. Do you have any advice on the percentage? You’re talking about different [inaudible 00:28:12] what about content versus pitch, I mean you had the word pitch? Content versus actually selling them. How much content do you deliver?

Rich: You break it down into 15 minute [inaudible 00:28:28]. If you’re going to do that it has to be 75% has to be pitched, it has to be content. Cindy: Yeah okay.

Rich: Okay. If your going to do 75% and it has to be solid content, the other 15 minutes is throw away. Basically you have 2 minutes to introduce yourself, you’ve got anywhere between 43 and 45 minutes to go ahead and present your product and you have to actually meet all of the criteria of your presentation which I go through like a meet and greet of presentation and investigation. A product presentation, a demonstration, a trial close, a close, overcoming objection, closing were talking follow-up the sales and asking for another sale. If you think that is a lot if you don’t do that with everybody, you’ll lose out on people. Now, if you do that with everybody you increase one or two sales per person. That’s how I talk like you can convert. Do the things they other people won’t do and you’ll be a successful as you can be. Don’t settle for mediocrity. Mediocrity is not a sin, but just remember, if you are mediocre you’re always at your best. Don’t always be your best.

Cindy: Oh well. Thank you so much for sharing these hints and tips.

Rich: You’re welcome.

Cindy: I really appreciate you being here Rich and I look forward to seeing you at the JVZoo event next month.

Rich: I look forward to it as well. You have a great day Cindy.

Cindy: Thanks you too.

Rich: Adios, all right mate, bye.

Cindy Donovan: In this episode I interview Walter Bayliss, creator of multiple highly successful software products like RepWarn, Hydravid. He’s been consistently seeing great results with webinars, so much so that he even developed his own webinar platform, Webinar JEO, which is going to be released a little bit later in March.

Walter, thank you for being here.

Walt Bayliss:  Hey, thanks for having me on the show. It’s a pleasure.

Cindy Donovan:  Before we dive into all the good stuff, this is actually the very first episode of 7 Figure Furnace and also the first in our series about webinars, focusing on webinar pricing and relevant webinar related awesomeness. Maybe we could just quickly cover a couple of basics. Walt, do you reckon you could tell our listeners what is a webinar and why are they so awesome?

Walt Bayliss:  Yeah, sure, absolutely. A webinar is a seminar held on the web. If you understand what a seminar is, a seminar is somebody that’s got a message to share, it might be coaching, it might be training, it might be information of any kind. Take that audience and put them on the internet. Of course with technology we can have an audience that’s spread anywhere across the world and you can communicate to people, like we are, in separate countries right now, communicating with live time voices chat and be able to do the seminar on the web. That’s a webinar.

Why are they so awesome? Well, because the web itself lends itself to a lot of impersonalisations. What do I mean by that? You go to a webpage, you’re looking at the webpage, making a decision on a product, perhaps buying that product. You’re researching, you’re trying to find something out. Even if you’re doing a training course, you’re online, you’re reading through the PDFs, you’re watching video training, that kind of stuff. There’s no personal interaction. Why are webinars so awesome? Because it allows people to communicate in live time and adds that personalization to the whole experience again.

What we end up with is this interactive experience and rather than a message and a decision, so I put out a message and whoever sees that message makes a decision about it. Rather than that being a very non-engaged loop, with a webinar when you put out a message you have the opportunity to get live feedback, you can communicate with people, you can make sure that any questions that haven’t been clearly explained are answered. Yeah, you end up with a much higher level of engagement….

Cindy: Yeah, so it’s really about engagement and interaction and getting a face for your brand and your company and the product that you’re

promoting. Walt: Yeah, definitely.

Cindy: I know that you’re right, internet really does give a whole lot of anonymity. You have products where you have support desks and

some of the stuff that people send into support desks, I know for sure that nobody would come and say some of this stuff to your face because they assume that the internet is out there and it’s something that … We’re not real people. When you put a face on it people want to buy and they want to connect.

Walt: From a purchasing point of view, it makes communicating the message of the product a lot easier. If you’re doing a demonstration of a product online, people can actually see it working in live time, they don’t have to guess does it do that, doesn’t it, and make assumptions about that product. The buying experience is a lot higher. There’s of course lots of different types of webinars, as you know. There’s training webinars, there’s coaching, there’s sales, there’s lots of different environments where webinars work.

Certainly from a sales perspective, if a customer can see and engage with a face, a person who is talking through the sale itself, the product, what it does and how it works, then they don’t have to make these assumptions of what they think the product does. They can see it, they can walk through it with the creator of the product, they can ask questions and they can make sure they feel comfortable about their purchase.

Cindy: Yeah, that’s really good. In this podcast, I want to really talk about price points. What have you found to be the best converting price point and how do you come to that decision?

Walt: The first thing that I’ve got there from an answer to that question is to make it a no-brainer. To make it a no-brainer. When you’re looking at a product, you’re seeing the value of it. If it gets to the point of the pricing and it causes either one of these two reactions, the first reaction being, “Oooohh,” then it’s too high. The second reaction being, “Really?” Then it’s too low. I’ve run webinars, and thanks very much for the very kind words in your introduction. One of the things you said was “getting stellar conversions every time.” That hasn’t happened by accident.

We’ve run a webinar, and to give you a real example, we’ve run a webinar with a product at $2,000, okay, which is quite a high-end product, and we converted off the clock. We did an incredible amount of sales of that particular product. I think we did over $160,000 in sales on the night of that webinar, right, so on a $2,000 product. The same product, repacked with a different pricing, what we were trying to do was get more people involved, we actually re- ran that webinar pricing was offered at a $1 trial for 30 days. People would not engage with it at all. Couldn’t you believe it? A $2,000 piece of software, people were falling over themselves to buy it, but when we even offered them a trial like, “Hey, it’s only going to cost you $1 and then if you like it in 30 days then you can pay.”

Nothing. It was like crickets, it was just so unbelievable and the reason was the value, Cindy. We realized the fact that people saw us in 90 minutes go through something amazing, they could see the value, they could feel it. They knew that what they were looking at was of incredible value. When you put a price tag in front that’s too low, it makes people go, “Oh. Maybe it’s not quite as good as I thought it would be.” The other note that I’ve got there on pricing, how do you set the price, is I actually wrote a blog post on this, what I term is “making sure that both sides are richer as a result.”

What do I mean by that? If I sell a product and happy to take the money, and then at the end of the experience of buying that product the people who have paid the money aren’t happy with the result, then I’m richer financially, but they are poorer. If you craft your product in such a way that no matter what it costs, the value far exceeds that cost … Let me give you an example. If I look at a new car, for example, and say this car is $30,000. If you buy the car and you love it so much, it’s so great, it gives you years of good service, it’s the most comfortable, it’s easy to drive, it’s the best car you ever had, then that $30,000 has been well worth it for the lifetime of that car. In the other side, if you bought the car and at $30,000 and it gives you no end of trouble and it’s always in at the shop, it has a weird judder when you’re driving and a bad smell and blah blah blah, then you don’t have that $30,000 worth of experience.

What I talk about is make sure that both sides of the transaction are richer as a result. If I sell you this for $100, I really want to make sure that you are richer as a result of buying it; you’ve got more value, you’re able to do more things because you bought that particular product. Both sides need to be richer. The seller of the product richer from a financial perspective, certainly, that they’ve been able to sell their product and put money in the bank, but the buyers of the product to be richer as a result of buying. They’ve got more value than the cost that they’ve outlaid. Those two points, making it a no-brainer, so it’s an easy decision to make to buy that product. That doesn’t give you a price level because everything is going to be different, and then making sure that both sides of the transaction are richer.

If you follow those two steps, you will end up with a price point that is both easy to swallow from a consumer’s point of view, and gives incredible value. Then it’s an easy transaction. As we’ve sold products, I think the most expensive product I’ve sold on webinar where the webinar pricing has been $5,000, 4,997 as they do in marketing circles. The cheapest product we’ve sold on a webinar, specifically where webinar pricing has been that $1 trial, which went nowhere. As a direct sale, I would say at $100. The conversions pretty much stay the same depending on the value of the offer. It’s a matter of making sure that what you’ve got delivers that value, what is it worth to a consumer and is it an easy decision for them to make. It it’s a $100 product, don’t try and sell it for $500. Conversely, if it’s a $5,000 product don’t try and sell it for 100.

Cindy: Right, right. I see people doing single payments, multi-payments, as you mentioned, trial payments. What’s your opinion on whether to hit them up for a single payment or spread that out so if it’s a $1,000 product do it in instalments. What’s your experience there?

Walt: Again, it depends on the product and of course on the pricing of it. What I’ve seen is a great technique, and I’ve seen this done by some of the best people in the industry, is they’ll do the single payment on the webinar, so they’re talking about … Let’s pick a price point just for the sake of the argument, say that it’s at 997, that’s a $1,000 product. They’re talking about their $1,000 product, they’re building the value, they’ve show that actually if you buy this you’re getting this bonus and this bonus and you get this and you get that. You’re actually getting $10,000 worth of stuff, it’s going to cost you 1,000. Okay, great, it’s an easy decision, you get loads of value, it’s $1,000, $1,000, $1,000. You’re pitching that single price point on the webinar and then on the replay as well.

One of the most important things about a webinar, and especially in today, we’ve seen that the sequence, and I know that some of your 7 Figure Furnace guys are going to talk about the sequence of webinars later on in the series, so stay tuned you guys. We found in a sequence that of course we have a lead up: “there’s a webinar happening on this date, register now, it’s happening tomorrow, make sure you’re registered, it’s on in an hour.” Getting that build up towards the webinar. Then the webinar pitch, and then the most important or the biggest part of the sales come in the follow-up. Follow-up emails in terms of “did you miss the live webinar? Come and join on the replay” and then talking about the offer that was presented on the webinar.

What we’ve really found works well is you pitch the single price point on the webinar, it’s $1,000, $1,000, $1,000, it’s $10,000 worth of value, it’s $1,000, $1,000. You’re driving for as much of that big price set point as you can. Then towards the end of the replay sequence is when you start dropping in a payment plan option. Okay, so it’s $1,000, $1,000, $1,000, come and watch the replay, it’s $1,000. Come and watch the replay tomorrow, it’s $1,000. We’re closing the offer in 48 hours and because I know that a lot of you want to get involved but don’t have $1,000 with you, we’re going to offer you the opportunity to have three payments of 397.

That’s what I’ve found works really well is present the product as it’s priced at the time of the webinar, and then try and get as much as you can from a sales perspective, and then drop in the multi-pay option towards the end. That’s from my personal perspective what we’ve seen works really well.

Cindy: Yeah, well that totally makes sense. It helps people just to get rid of any of those last hanging on problems, issues, to stop them from actually buying.

Walt: For the people that have bought on the single price, you want to make sure that they feel special. There will be people that, they’re on the webinar, they had to scrape to get that money together, it wasn’t easy money for them, so they’ve outlaid the money. The last thing you want to do is make them feel like they should have waited. If it’s $1,000, make sure that the payment plan is higher, so in other words, if I pay the $1,000 I’ve actually got the best deal, but if I can’t quite get the money together, three payments of 397 actually works out to be an extra couple hundred dollars more to spread it over that time. If you’ve paid the money upfront you feel good that you’ve saved that money in the long term. You want to make sure that the payment plan costs a little bit more at the end.

Cindy: Yeah, exactly, and it’s going to stop people getting upset and getting refunds and feeling ripped off.

Walt: Exactly.

Cindy: When you’re putting together products or you’re finding products to sell on webinars, how do you find the ones that are going to sell? Do you have a gut feeling when you look at a product and you go, yeah, this is going to sell really well at this price. Or do you find some that are just … you know you need to sell it or you might feel like you need to sell it but you know that it’s going to be a tough sell. How do you separate which ones are awesome and which ones are going to be tough?

Walt: As you do it more and more, so for anybody that’s watching and listening to this, as you do this more and more you get to know

people in the industry. One of the ways of me answering then is with trust that the product creates. I’ve done a lot of work with Damien Zamora, for example, from GoMobile. When Damien hits me up and says, “Hey, Walt, XYZ product,” I know that Damien’s staff always delivers an amazing value, and so that’s an easy decision for me to make. It is a gut feel, really. You’ve got to know the person, for a start. Who are they, what are they, what are their business values, what do their customers say about them? It’s really quick to find that kind of stuff on Facebook, very quick search of them. See the comments on the wall and you get a pretty good understanding pretty quickly.

Also, see if you can find testimonials from previous products. Are the customers going to have a good experience? Make sure you get a copy of it yourself. If something is being sold and you’re representing that something by setting up a webinar for your people to come and listen, make sure you get a copy, see what it is and understand it. If you get the buzz when you look at the product, when you look at the product and go, “Wow, this is awesome,” then other people will feel the same way. If you look at a product and go, “Yeah, I’m just not that sure about it,” it’s not the right fit for you. You’re not going to be able to confidently stand up and talk to people about it.

I’ve done sales; before we started our own business, I was working in corporate sales at a high boardroom level, we’re talking billion dollar deals, that kind of stuff. If you couldn’t legitimately stand in front and say, “This is the best decision that you could possibly make as a company,” if you don’t feel it, there’s absolutely no way that the sale will be made. You have to do the introduction on a webinar, you have to stand behind the person that’s presenting, and if you don’t feel it, don’t do the webinar.

Cindy: Yeah. I know it can be tempting because once you start getting your reputation around and people start coming and pitching you ideas and that kind of thing, it can look like it’s something that you can just quickly, easily make a bit of money from, so there’s that temptation there to just go and jump on it. It’s really important to keep integrity and make sure that you’re promoting and what you’re sticking your name behind is going to be something that you can actually get excited about and lend your name to. Yeah, these are really good points.

Walt: It’s not an exact science either as well, Cindy. Sometimes you might look, you might think it’s great, you might have done your research, you’ve done everything right and then … it…

Cindy: It doesn’t … right.

Walt: It didn’t work or something wasn’t quite the way it should have been. If that happens, your best point of action is, again, to email

out to your people and say, “Hey guys, sorry, we understand there are problems, let’s work together to solve it.” Ninety percent of the time, if you follow what we just said, do research and make sure that you’re understanding what you’re putting in front of people, because it is your name behind it, then you should be fine, be doing okay. It’s easy to find products that fit, and again you can do something as simple as a Google search, whatever your market is.

For example, you mentioned RepWarn, which is our reputation management software, and Hydravid, which is our video marketing software. If I Google either one of the terms around that, so if I talk about reputation management, I put that into Google, there will be companies that pop up that have not competing software but maybe ancillary services, and that’s a perfect match. I can reach out to them and see if we can do some cross-selling between our two companies. The same with the video marketing. There’s an incredible industry that fringes on video marketing and as long as you have a product that’s noncompetitive but aligns with what you’re both trying to achieve, then that’s an excellent opportunity to do something together.

Cindy: On most of your webinars you are selling software; I don’t think I’ve seen you selling training or coaching or that kind of thing on webinars, it’s mostly software, am I right?

Walt: [inaudible 00:17:36] I have in the past, I have done webinars where we’ve been talking about a particular training program and I suggest you get involved with the training program because it’s amazing, and the training program is a 12 week session with our presenter at such and such. I have done it, from my personal experience, and everybody is going to be different, it’s easier for me to show software because that’s my space. It’s easier for me to say, “Look what this can do for you,” click the button and wow, rather than talk about “I believe that you’re here in your evolution and by going through this training course you’re going to be there at the end.”

It’s easy for me, but again if I look at some of our colleagues and well known people online, they equally talk about software as well as training or as well as training programs or courses or seminars. I’ve seen webinars pitching live events. You come to a webinar, 90 minutes or an hour, meeting someone specific, and at the end what they’re talking about is an event somewhere in the world and a special offer on tickets. There’s so many different products that are available for sale on webinar. Personally I stay in software because I understand it and it’s easy to see a result. Again, if somebody came to me with the right training program, I would for sure talk to my people about it.

Cindy: Yeah. When you’re demonstrating software in a webinar, do you have any tricks that you can share with our listeners on how to

really make sure that that demonstration comes across slick, how to actually present it so that it’s going to sell?

Walt: Yeah, sure. The first way to answer that is by not launching into a demonstration from the first moment that you’re on camera, or the first moment that the webinar is on. Why? Because the people that are there, they want to answer the first question of why are we here for a start. There needs to be an explanation about a problem, so we’re here to talk about this is a problem, this is a problem in this particular marketplace or in this sector of the community, or yourself. This is a problem that we have all seen. Can we agree that this is a problem? Yes, okay. Now I can acknowledge that my audience sees that this is a problem for themselves or for a section of the world. Now that I know that that’s a problem, this is a known solution. Our solution is we follow these steps, we do this, this and this, and this solves that solution. Okay, now let me show you some software that takes all of that middle part and makes it into a five minute exercise instead of a five month exercise.

You need to be able to set the ground before you fire up the software. Once you’ve done that, so that comes in … Again, I know that your 7 Figure Furnace guys have got how to structure a webinar as one that they’re going to [inaudible 00:20:34], so again, guys, make sure you listen, it’s hugely valuable. Once you’ve got the structure and you’ve walked through the problem and the identification and you’re actually demonstrating, how do you make sure that goes smoothly? First of all, practice. That goes without saying. Make sure you know what you’re showing better than anybody else in the world. Make sure you’re the best at it, so that’s number one.

Number two, there’s often things in software that take time to run. It might be I’ve clicked on this button, and in effect what happens is the software goes off and does all of this amazing stuff, and what I’m going to do is come back tomorrow and get the results. It’s really hard to show that on webinar. If your software has components that take time to run, that need to go and do a lot of research or whatever, do that before the webinar. You will demonstrate setting it up, and then you will quite simply say, “While that’s working, here’s the one I ran yesterday, and here’s the results from the one I ran yesterday.”

Make sure that you’ve got the results easily demonstrable as well, easily visible for the people that are on the webinar so they don’t have to sit there with ten minutes worth of pained silence while the software does its automated tricks; because even if it only takes ten minutes, actually, let’s be even more clear. Even if it takes only five minutes, okay, it’s a pained silence.

Cindy: That’s a long time.

Walt: If you think about five minutes to set up. There’s a lot of software that’s instant, of course. Click this and bang, it’s done. Do this, it takes you to the next step. If there’s any steps of your software program specifically that take time to run, then make sure that that’s well-prepared in advance.

Cindy: Yeah, absolutely, and you don’t have to go digging around for links. Make sure that you have everything ready and that it’s good to go.

Walt: Definitely, exactly right.

Cindy: Yeah. I know we do, as you’ve alluded to, in 7 Figure Furnace coming up we’re going to be interviewing quite a few people who

are going to drill down into other topics for your listeners. Specifically this month we’re just covering webinars, so we just want to make sure that you’ve got everything equipped for webinars and to make sure that you’re doing them the best that you can. Before we head out, Walt, do you have any last-minute tips, action points, or anything that people who are really wanting to just dive into webinars can take and implement today?

Walt: Yeah, definitely. Webinars are an incredible way of making money. They really are, they work so fantastically well. Even if you’ve never

done one before, you’d really like to because obviously we’re talking about money. Who doesn’t want some more, right? If you’re sitting there thinking to yourself I’d really like to but I’ve never done before and I’m super scared. What the great news is is that if you are beginning by bringing an expert to your audience, okay, they are doing the presentation, all right. First of all let me say that the expert, the person who’s doing the presenting, loves that opportunity. If you’ve got the audience, they have the product and you can put them together, that’s a really welcome introduction from that product creator’s point of view.

Cindy: That’s quite easy. If you don’t mind, I’ll just jump in here; because a lot of people, like you’re alluding to here, a lot of people have

products that they’ve put in all the works, like you for example. If you can get 300 people, if you have a mailing list or you have subscribers or somewhere to connect or drive traffic and get people into a webinar room, there are tons of people like Walt that will want to just come in and sell your stuff for you. Often you guys are paid 50%, is usually …

Walt: Absolutely, absolutely. If you’ve got the audience, and there’s a billion training courses on building audiences and there’s lots of

things that you can do to drive traffic towards any webinar sign-up page, you just need to define the audience and run some ads to it. If you can bring the audience, I guess my point being, don’t feel scared about setting up a webinar because if the person you’re bringing, they’re going to do all of the hard work. If you’ve never done it before, switch on your webcam and just, as Cindy did at the beginning of this podcast, “Hi, my name is Cindy,” or of course whoever is listening you would probably use your own name, that would be smarter.

“Hi, this is me. Today we’re going to be talking about blah blah blah, and I’d like to introduce you to somebody who has been an expert in that area, and this is the person that I’m introducing. They’re going to talk to you for the next 30, 40, 50 minutes about A, B and C, and by the end of it you’re going to have this in your toolkit. Now I’d like to hand over to that person.” If you can do a professional introduction, your job is done and yeah, you can earn up to 50% of every single sale. Imagine if you’re selling a 500 or 1,000 or even $2,000 product, you’re earning 50% of the commission by doing two things: A, bringing the audience, and B, doing a professional introduction. Everything else is taken care of for you.

Don’t be scared of webinars, in fact, go out and speak to some people. I’ve always used a bit of a mantra that action [Q 00:25:56] is for you. If you go out and you’re dead set scared and the first thing that you do is speak to someone and say, “Hey, would you like to run a webinar to my audience for your product?” I’m pretty sure you’re going to get some positive responses, so you don’t have to have that fear of rejection. If you’ve got the audience then people are going to be happy to speak to you. If you don’t have the audience, make that your first goal. Go and build an audience about a specific topic. Once you have the audience then you’ll be easily able to find a webinar to suit.

Cindy: You know the funny thing, even if you totally goof, this “professional” introduction, it won’t really matter because people are going to forget. You’re on camera for maybe 30 seconds to a

minute doing the introduction, and then you hand over to someone that’s very confident and great with the audience, they do this a lot of times. Even if you totally screw up the introduction, it’s not the end of the world either, is it.

Walt: What we’ve just done is take away every reason why you shouldn’t be buying.

Cindy: There you go.

Walt: You can rough up the introduction and still do extremely well in a webinar, which I’ve done and which we know works, then you’re in good company, you’ll be fine. Cindy: Absolutely.

Walt: Just get it done. Yeah, my tip would be just get it done. Cindy: Just go for it.

Cindy: All right. Thank you so much, Walt, for coming in here and sharing so many gems. I hope our listeners have had a lot of great notes to take and will be able to move on in webinars. Thanks heaps for joining us.

Walt: My pleasure, great to see you. Cindy: All right, bye.

webinar pricing