Lessons from $781,314.00 webinar sales in January of 2016
The webinars I consulted on or wrote copy for generated $781.314.00 in sales in January of 2016. I implemented 3 Desire Amplifiers into these webinars that caused them to generate $53-$82 per attendee. If you have a launch coming up that will use a webinar or an evergreen webinar funnel that you’re driving a lot of traffic to, I highly recommend you implement these desire amplifiers. At the end of this post you’ll find a sample script you can use for the Immediate Action Desire Amplifier. Feel free to model that in your webinar. Disclaimer: This is advanced material. If you’re new to your field, don’t have great content, or an amazing offer – this shit will NOT help you. In fact, you’re wasting your time by reading it. You’re much better off building your expertise and learning how to create great offers for your market. I’m not kidding. If you don’t have that foundation in place, learning advanced webinar strategies is a distraction from what would best serve your business. Or if you’re hoping you can play it safe AND move people into action because your content is so great, sorry. Won’t work for you either. This information is only for people who have the courage to stand in the power of what they’ve created so their audience trusts them enough to take action. Now that we have that out of the way… If you’ve created great content, you have credibility in your field, and an amazing offer – I’ve got good news and bad news.
The good news is…
You have the basic elements for creating a webinar that converts. Congratulations on sticking through all the ups and downs of your journey to master your craft and connect it to the needs and desires in your market. You’ve probably been in classes, programs and event with hundreds of people who started down this path, but bailed out somewhere along the way. Credibility, great content, and amazing offers are still the foundation of what you need to convey in your webinar. Without them, you’re screwed.
The bad news is…
Authority, expertise, and great offers are no longer sufficient for your webinar to convert well. They’re absolutely necessary, but they won’t get the job done on their own. People have stopped throwing money at us just because of who we are or how mind blowing our content is. Our audience’s world has expanded exponentially and so have their choices. We can no longer just brag about our results and throw up a few testimonials to show we’re the best. Our markets are saturated with people making the same claims we do. So, we need a new way to differentiate. Fortunately, webinars are still the best way to demonstrate to your potential clients that you understand their challenges, that you have a bigger vision for them than they have for themselves, and that you’re THE person to help them achieve that vision. When you’re able to do that, people take action. Here are the 3 key pieces that I included in the webinars that generated $781,314.00 for my clients in January of 2016. As you’ll see from this image, they’re additions to the ‘standard’ webinar format most people teach. And you can see exactly where they go in your webinar. I call these 3 pieces Desire Amplifiers because they’re specifically designed to amplify the desire for your offer. Yeah, I know, kind of obvious.
Desire Amplifier #1 – Compelling Advocacy
This is where you build trust by showing your audience that you understand the challenges they’re facing. The more accurately and completely you can describe their situation, the more they’ll trust that you know what to do about it. You build desire by painting a bigger vision than they’ve been willing to hold for themselves. And you turn it into Compelling Advocacy by showing your belief in their ability to achieve the vision and taking a powerful stand for what they’re capable of achieving. Most people who need your help are surrounded by people who doubt them and who are begging them to give up on their dreams. You need to show them that you’re the opposite. That you’re the voice of encouragement and a powerful advocate for what they want for themselves. Then you need to call them to make the decision of whether they really want the vision you’ve painted for them. If not, your webinar is not the place for them to be wasting their time. You need to invite them to leave. (I did something similar at the start of this post.)
Desire Amplifier #2 – Offer Receptivity
The purpose of the is part of the webinar is exactly what it implies, to build receptivity for your offer. This is where you teach your audience why what you’ve taught them up to this point isn’t enough. They need to understand that the challenge to get what they want is bigger than they’ve realized and that you have the solution to move them forward faster and more effectively than any other options. This is the transition from your ‘teaching’ to the offer and this is when your most important teaching takes place. You need to establish the powerful WHY for the program you’ve created that you’re about to offer. Before making the offer you need to have established the answers to 3 why questions – Why you? Why them? And Why this?
Desire Amplifier #3 – Immediate Action
This is where you teach the most important factor you know for success in your field that relates to taking action. Then you tie it back to what they want to achieve and how your offer helps them to achieve that. This answers the all-important question of – Why now? Here’s an example…
After spending years working with amazing clients and being friends with some of the top people in our industry, I’ve discovered one key difference between people who succeed and those who flounder. If I don’t tell you this, I feel like I’m letting you down and backing out on my promise to give you the best I have in our time together. The big success difference that I observe and I experience in my own life is… Those who succeed act quickly on their inspirations and slowly on their fears. They realize that their inspirations are nudges from their soul in the direction of their biggest dreams. So they act on them quickly. And they know that their fears are almost always their ego’s attempts to keep them small. So they ignore them or put them off until later. When they know that something is right for them, they jump in immediately. They honor their soul’s desire while keeping the ego at bay. And every time they do that they create the momentum that brings their dreams closer to reality. So if you know my program is right for you, now is the time to honor your inner wisdom and get in. I’ve explained the guarantee, so you know there’s no risk to you. The only risk is the message you send to yourself and your dreams by putting them off for another moment. I dare say, that’s not a risk worth taking.
Feel free to ‘model’ that as my gift to you. Of course, if you need help with your webinars, feel free to contact me.