We’ve all seen the queues that happen whenever Apple launches a new version of the iPhone and the buzz that it gets. Wouldn’t it be great to be able to achieve that same buzz around your webinar?
Fortunately, it’s not very difficult to do and in this post I’m going to show you how to do it.
Before I tell you how to do this, I’ll tell you how most people currently run their webinars.
– 10 Minute Intro
– 40 Minute Content
– 10 Minute Pitch (in which the call to action and price is only revealed in the last 2-3 minutes).
Think about it this way, if you are selling a $997 product, what this means is that you are giving your audience 2-3 minutes to make a $997 decision. If you are offering a 60 minute consultation/ strategy session, you are giving people 2-3 minutes to make a decision as to whether or not they should give you 60 minutes of their time to, let’s face it, be sold to.
Now, I’m sure you can start to see how this is drastically putting you and your audience under a lot of pressure. Now, on top of this, add more pressure with scarcity and limited time bonuses and you put them under more pressure. Human psychology says that when you put someone under pressure, they will leave, not taking the action you want to take them.
Now, let’s go back to the Apple example and let’s use my friend Mario to help us understand this. Mario runs a very successful pizzeria that opens at 7 PM every evening.
However, as Mario’s pizzas are as legendary as your webinars will soon be, Mario has people turning up at his pizzeria from 6:30 PM. So, what does Mario do? Simple, Mario, at 6:30 PM, just pops outside and starts taking orders, so that he has a head-start and can actually get more and more people served.
More importantly, when the shop opens at 7 PM, those who come to Mario’s pizzeria don’t see a guy opening the shutters, but rather a pizzeria full of happy, hungry clients.
You see, in order to have happy and hungry clients, you need to allow for EARLY ADOPTERS. These are the people who queue outside of Apple stores for hours on end to get the first iPhone and, more importantly, are the social proof that your webinar attendees need to know that your offer is worth taking.
This is actually very easy to apply to your webinar, so that it now looks like this:
– 10 Minute Intro
– 20 Minute Content
– Early Adopter Offer (whether it is for a product or an appointment)
– 20 Minute Content
What we have done by introducing an early adopter offer is:
1) Allowed everyone on the webinar who is already convinced and wants to buy or have a strategy session to do so whilst they are hot (as opposed to hoping they are still hot at the end)
2) Remove the pressure from your audience so instead of 2-3 minutes to make a buying decision, they now have about 30 minutes
3) In these 30 minutes, they can actually subconsciously start working out how they can afford to make this decision (or find the time to schedule the strategy session)
4) Give you the social proof as, once you’ve given the early adopter offer, you can actually state who and how many have joined, which is like your own Apple iPhone Launch queue that the rest of the audience now want to join
5) Separate yourself from the usual high-pressure pitch that most do because they have seen everyone else do, even though they know that it leads to very high refund rates following the webinar
Now, in order to introduce an early adopter offer into your webinar, you need to ensure that you don’t introduce it too early! One client introduced it in minute 1, which is before they had provided any value that could validate the offer in their audiences mind.
You also mustn’t go into a full on pitch. The early adopter offer should not last very long, but should rather be mentioned in passing, as opposed to a full on pitch. In the same way that Mario steps outside to take his orders, without needing to open the pizzeria properly, you should also have his subtlety as you are looking to just sign up those who are already sold, without losing those who haven’t made their decision yet.
Lastly, you must ensure that your early adopter offer reveals the price as what you want is for the remaining 30-40 minutes, your audience are sitting there thinking how can I make this happen, how I can find the funds or time to implement this as it truly will have a tremendous value to me.
So, in order to have an Apple Launch buzz on your webinar and a crowd of hungry prospects, just like Mario has, ensure that you have an early adopter offer as those early adopters will be the social proof and the leaders that will cause the rest of the audience to take action as well.
As Information Marketers, our industry is blighted with high refund rates and some products can have refund rates of up to 50%.
As entrepreneurs with integrity, this is not something that sits comfortably with us and the main questions are:
– How can we reduce those refund rates, so that we get to keep more sales in the long-run
– How can we improve our products so that we don’t incur such high refund rates
– How can we make our products so great that our clients either refer more people to us or sign up to our higher level programs or masterminds, due to the results they have already got.
In order to do this, it is important to understand that there are 3 levels of education. These are:
– Information Education
– Motivation Education
– Transformation Education
In order to explain this, let’s talk use a metaphor of a father teaching his child how to ride a bike.
In Information Education, the father is simply telling their child how to do it.
He is saying to sit on the seat, hold on to the bicycle handle and peddle.
Now, what is the likelihood of the child learning how to ride a bike from that?
What is the likelihood of your clients having success with just instructions? Obviously, it is unlikely, which means they will refund.
Now, let’s assume that the child’s mother walks in and sees the father instructing the child and thinks to herself ‘this is not going to work’.
‘There’s no need to tell our child how to ride the bike because they don’t believe that it’s possible.’
The mother then uses the second form, Motivation Education.
The basis of Motivation Education is about the why and the belief that you can do it.
The mother stands on the side-lines and tells her son that they can do it, they can ride the bicycle. However, the child thinks to themselves, I want to ride it and I know I can ride it, but how can I ride it?
If you are providing Motivation Education, you are not a coach, you are a cheerleader. You are on the side-lines telling your clients they can do it and giving them the belief, but not the tools and methods to do so.
Finally, the wisest person in the house comes in, the older brother. As the older brother can relate to their young sibling better, they tell their mum and dad that they need a third approach.
The older brother says, ‘dad you are showing how to do this and mum you are showing why to do this. Why don’t we combine the two?’
This is Transformation Education, where the client does not just get the how to do it but also the why to do it and the belief that they can do it.
As Information Marketers, our job is two-fold:
1) To tell our clients what to do
2) To instil in them the new mind-set and paradigm that they can do this
Transformation Education is the tool that does both of these and, as a result, the outcome is transformation.
So, let me leave you with one important point. What is transformation, as opposed to change?
Let’s use one final example of a caterpillar. Does a caterpillar change?
Of course it does not, if it did, it would be a bigger caterpillar or a smaller caterpillar, a heavier caterpillar or a lighter caterpillar.
A caterpillar, does not change, it transforms. When a caterpillar goes into a cocoon, it does not come out a bigger caterpillar, it comes out as a butterfly. Look at that butterfly and you will see very little caterpillar remaining.
As Transformational Information Marketers, our goal is to create programs that act as a cocoon, that our clients enter as caterpillars and leave as butterflies. Our goal should be to not just change or improve, but to transform.
The only way to do this is with Transformational Education and, as a result, the next time your client needs to transform to the next level or knows someone who also needs to transform, they will come to you first.
As entrepreneurs, we all want to build a loyal tribe of consumers, who will buy our products, become our clients and be raving fans who tell others about what we offer.
However, the imperative question is how do we do this?
I often get asked this question by my clients and I always give them the example of how Islam was formed and has grown to a religion that now ¼ of the world’s population believes in (1.25 billion people).
When Islam was formed, the Prophet Muhammad (SAW), his wife Khadija (AS) and his cousin Ali (AS) were the first 3 Muslims. However, they did not go and start telling others about Islam immediately.
In fact, for the first 8 years, Islam only had 3 Muslims. During this time, the Quran was revealed slowly to the Prophet (SAW) and the faith was conceptualized, improved and recorded.
As entrepreneurs, we are natural action takers. However, we are also instant result wanters as well. The truth is that build a truly successful and world-class product or service takes time to refine and perfect and it is important that this is done before it is released to the world so that when it is released to the world, your target audience is blown away by its brilliance.
Every Muslim is aware of the Pillars of Islam, that simplify the faith and make it very easy to follow. This was, of course, achieved due to the fact that for so many years, Islam was improved and conceptualized before being released to the world.
Similarly in your business, structure is key. I always tell my clients:
‘The more structured your thinking is, the more structured your product will be,
The more structured your product is, the easier it will be to get apply,
The more easier it is to apply, the more it will be applied,
The more it is applied, the more results your clients will get
The more results your clients will get, the happier they will be, the more they willing to spend with you, the more likely they will be to join your higher level program and the more they will refer others to you’
As you can see, this all comes from structure, which is the foundation of any business.
As I also mentioned earlier, entrepreneurs are natural action takers and it is often difficult for someone with this personality trait to do this as it is not in their natural skillset.
Specifically for this reason, allow yourself extra time to do this or hire a mentor who can help you do this much quicker.
Due to the amount of programs my team and I have structured, we can literally structure a high ticket 8 week course in under an hour (it’s hard work and we did several last week!) and it’s a skill that increases the more that you do it.
The Prophet (SAW) said that Islam was revealed to save mankind. Could there be a bigger problem to solve?
The truth is, you will get paid according to the problem you solve. By solving a small problem, you will be paid a small amount and by solving a big problem, you will be paid a larger amount.
Many of my clients come to me with 2 or 3 ideas unsure of which to proceed with. I always say to follow your heart as the more passion you have for a subject or solution and the more you will put into it. With this, you will improve faster and soon start solving larger problems and, as you start solving larger problems, you will be rewarded higher.
The Prophet Muhammad (SAW) was not a popular figure in Makkah at the time, due to the fact that Islam was greatly opposed to paganism and Makkah, at that time, was a large hub for pagans to come to. As a result, the elders saw the Prophet (SAW) and Islam as a great commercial threat as this would stop the large influx of pagan worshippers.
When you start your business, you will also cause a few ripples in your marketplace as you settle in to it. Our goal, as entrepreneurs, is to bring something new and exciting to the marketplace, something that is one step ahead of what is currently available.
Due to this, we will face opposition, competition and challenge. We will be the David who has to sleigh Goliath (which is exactly why we need to do the hard work and preparation before releasing ourselves to the world to give our David the greatest chance in this).
In Islam, the word ‘Alhamdolillah’ means thanks to Allah. The first surat of the Quran begins with the word Alhamdolillah and the name of the prophet MuHAMmad (SAW) has the route word ‘Hamd’ in it. As a result of this, it is very evident that gratitude is a large cornerstone of Islam.
Building a successful business is a marathon and not a sprint. Many start but few finish.
The reason why is simple, most don’t celebrate the small victories, as these small victories are what fuel you towards the next one.
Be thankful for every client and celebrate every deal. Then the marathon of struggle will become the marathon of gratitude and it’s much easier to complete the second than the first.
If the Prophet (SAW) wanted Islam to only have 3 followers, he would not have spent the time preparing and laying the foundations that he did.
The Prophet (SAW) instead thought very big and his intention was to create something that the whole world would benefit from forever.
When you ask most entrepreneurs, they say that in a year I want to be doing this, this and this.
I encourage you to think bigger:
– In 10 years what will you be doing?
– In 50 years what will you be doing?
– On the day of your funeral what will you be known for?
– 500 years after you have left this Earth and one of your descendants has a school project and they research you, what will they find about you?
Most entrepreneurs suffer from shiny object syndrome, which I simply call lack of focus syndrome. The easiest way to solve this is to think big and, in doing so, you will find the path you will follow for the rest of your life and never need to change it.
When the Prophet Muhammad (SAW) formed Islam and was faced with so much opposition, violent opposition that literally wanted to kill him and destroy Islam, he needed his faith.
In business, we will face many challenges – the month that we struggle to meet payroll, the time when a new competitor enters the market, a failed product launch, a difficult client etc.
However, at this time, we will need our faith to pull us through and without it, we may easily give in.
Being an entrepreneur is the most challenging and exciting profession in the world as we are literally transforming the world with our creation. As a result of this, we will have many who appreciate our work, are impacted by it and, if we are lucky, whose lives are changed by it. This is our greatest gift and, if we apply it well, we may one day build something that positively improves the lives of billions of people.
I am often asked why it’s important to have a mentor and I always like to give two examples:
– A baby chicken eats by pecking at the ground and finding what scraps it can. When a chicken is fully grown, it cannot fly very well and can barely get off the ground.
– An baby eagle is fed directly into its mouth by its mother. When an eagle is fully grown, it sours higher than any bird in the sky.
The difference between having a mentor is the difference between being an eagle or a chicken. You can either hope to find small pieces of information here and there or you can have the right person feed you their experience, systems and strategies directly.
In order to find the right mentor, there are a few things to consider:
M = Mindset
The most important ingredient in any good mentor is their ability to shift your mindset. Our growth is determined by our mindset and the moment our mindset grows, every aspect of our life will follow with it.
E = Energy
Everything is energy and it is crucial that there is the right energy between you and your mentor. If it feels right, it will be right. If it doesn’t feel right, find another mentor. We are often told to trust our gut feeling, but instead, trust your heart feeling as that’s the source of wisdom that will feel if the energy is right or wrong for you.
N = Now
A mentor is someone you want to be by your side through thick and thin. A great way to gauge this is by how quickly they respond to you, if they respond to you now, you can trust that they will be there for you when you need them the most.
T = Trust
A mentor is someone who you will build a strong bond with and share details that you wouldn’t normally share with others. If your mentor isn’t trustworthy, then those details that are shared with you in confidence will be shared to others. Always have a mentor you can trust.
O = Opportunity
A mentor should be someone who can see a bigger picture than you can. They should also, through experience, be able to see opportunities that you can’t see. When considering who to mentor you, make sure that they can already see new opportunities that you couldn’t, as by seeing and taking opportunities is the only way to grow.
R = Relatability
One of the most important aspects to consider is if your mentor can relate to you. Can they see what challenges you face, what issues you are having to overcome, what obstacles you need help to overcome. Unless your mentor can relate to you and your journey, then how can they help?
Having the right mentor is the fastest and simplest route to success. However, having the wrong mentor is the fastest and simplest route to failure.
Therefore, the most important decision you have to face is not should I have a mentor or not, as everyone needs a mentor, but is this the right mentor for me?
There comes a time when we hit a plateau in our business and we want to grow but we find it hard to. The reason for this something I call the Evolution Cycle of a Business Goal. Although is applied to business, it can also be applied to any other area of our life.
The Evolution cycle of a Business Goal:
The mind, naturally, resists change as, due to our past, change meant danger and it also meant looking bad and, consequently, social expulsion.
As a result, our mind, inherently, does not want us to change and, as a result, will cause us to stay where we are and, as has been described earlier, feel stuck where we are.
It is in this situation that we need to understand the evolution cycle of a business goal – as feeling stuck means that you want to go to the next level, but the defence mechanism that is built into your brain does not want this to happen, as one of it’s main purpose is to protect you from danger through change.
It is at this point that the full evolution cycle of a Business goal is helpful, as an understanding of the process is usually more than enough to overcome this inherent lethargy that is built into our brain.
There are 4 levels of each Business goal and I will go over them using the acronym MIND to keep things as easy to understand and follow:
M = Money
When we first set out a business goal, our first objective is to make money. We have costs to cover, rewards we want to treat ourselves with, a sense of security we want to have and a lifestyle we want to live at.
However, as we progress financially, we soon reach this goal. As Bill Gates says ‘A hamburger is still a hamburger after a million dollars’ and similarly, we soon realise that we are actually living the lifestyle we desired.
At this point, money no longer becomes the primary motivation factor. We know we have it, we know we can create it easily and we know we never have to worry about it.
Just as a child outgrows a toy, we outgrow the need to have money and we move on to the second phase of the Business Goal Evolution cycle.
I = Identity
Once we have conquered the ability to earn money and have accumulated enough, success (especially financial success as it is so easily measurable) becomes a game.
This game is essentially called ‘how far can I go?’ In this game, money is no longer the objective but proving to yourself how far you can go is. This is where identity comes as we start to push our identity further and further with our financial success.
At this stage, it is about proving to yourself and pushing your own boundaries and limits. It is about winning the private victory and conquering your own financial Everest.
Once you have conquered your own Everest, the peak in your mind, you have proven to yourself and won this game. Naturally, the mind then looks for the next transition:
N = Network
Once you have proven to yourself, you then want to prove to others. We immediately see that although we have achieved our own peak, there are others who are much higher than we are.
We think to ourselves that surely there’s another Everest that he or she has conquered, let me try to conquer that.
Just as fear is inbuilt, the need for social acceptance is also built in. Our need to be seen as equal, if not superior to others, becomes evident here as we now push ourselves to new levels.
Soon, however, we realise that this is a battle we can’t win as even when are the richest on the street, we may not be the richest in the town. Even when we are the richest in the town, we can’t be the richest in the city etc.
We soon also realize that money is just money, it has no real value but that which we give it and our priorities change again.
D = Destiny
Once we have conquered our own peaks and won the acceptance and respect of others, the final phase in the evolution cycle of a business goal kicks in.
We start to think outside of ourselves and look at our impact on others. Human beings are remarkable in that we will often do more to help others than to help ourselves and, in doing so, we begin to think of our destiny or our legacy.
There are countless examples of millionaires and billionaires who have moved into philanthropy. Andrew Carnegie stated that he wanted to spend the first half of his life creating wealth and the second half of his life giving it away.
Naturally, it takes a lot of hard work and dedication to reach this stage, but this is when the bigger picture comes into play and the key questions are how can I help as many as I can? What is my real passion that I can dedicate my life to? What do I want to leave this world? What do I want my legacy to be?
Whenever we are stuck, we are actually transitioning from one level to another. A part of us wants to move to the next level but a part of us wants to protect us from this new unknown territory as familiarity has become so safe. The paradox of wanting to grow but wanting to stay safe comes fully into play.
The best way to overcome this is to look at where you are transitioning to. Make that transition easy and safe. The first step to this is always awareness of the transition that you are going to make, as then your mind can begin to prepare for this transition to the next level.
One of the biggest problems we face is that we are born with unlimited potential but limited mindsets. As a result we limit our goals.
I firmly believe we should make our goals as large as possible so that instead of being limited by them, we can always grow into them.
Good luck with your transitioning!
Every business should have what I call a ‘Penthouse’ offer available.
A penthouse offer is an exclusive offer that is available only to a certain type of client and, as a result, is extremely lucrative.
More importantly, the reason why it’s called a Penthouse offer is because its fairly easy to add on to your existing business.
I get asked multiple times daily how to create and sell a high ticket offer. As a result of this, I thought I’d just share with you 5 quick and easy ways that you could add a high-ticket offer to your business TODAY.
DISCLAIMER: What I’m about to share with you will literally transform your life and create some drastic mindset shifts – I’m going to explain these 5 ways in detail, so make sure you allow yourself a good amount of time to read and digest this content properly.
In order to expand on this, we will use the acronym price, as our goal is to be enrolling new clients at a much higher price and, as a result, taking a giant leap towards our financial goals.
P = Price Proximity
One of the easiest ways to sell a high-ticket offer is to actually tell people that you have one! Most people fail miserably here and if your clients don’t know that there’s a high ticket offer available, then how will they even consider it, let alone enrol in it?
A simple solution to this is price proximity. Let me explain how this works:
On a webinar or sales page or even an email, you can simply say something like:
‘I charge $5,000 to work with me, but today I’m giving you a special opportunity to work with me for $500’
(It is CRUCIAL that you’re accurate and fair with these numbers, if the most you have charged a client for a project that matches your offer is $1,000, then state that. Do not make up numbers, we are here to serve not to manipulate).
Price proximity serves 2 purposes:
It tells people that they can work with you for $5,000 – you will have clients who just want to work with you, not go through a course or a program. By letting them know you have this option available, they will contact you.
Have you noticed how the $5,000 value makes the $500 seem so much smaller (this will drastically increase your unit sales as people will not think ‘that’s a lot at $500’ but ‘I’m getting a great deal at $500) – it’s all about perspective
It’s very easy to add price proximity into your sales process and something you should do immediately so that the penthouse clients know you have a penthouse available.
R = Refferals
One of the biggest mindset shifts that you can make when it comes to dealing with ‘Penthouse’ clients is that it is no longer about marketing, but more about relationships.
Let me explain the key difference between low ticket clients and ‘Penthouse’ clients:
Low ticket clients are essentially scarcity minded and as a result, will hoard information and contacts (as they believe the pie that they are sharing will be divided further)
Penthouse clients are abundance minded and as a result, will share information and contacts as they believe that the more they share, the bigger the pie gets and the more each person gets.
As a result of this, you will find that as you start working with ‘Penthouse’ clients and really delivering amazing value and service, they will refer you to their networks and you will soon find that referrals is your biggest lead source and, more importantly, the easiest sales you can make.
In my experience, I have found that 1 ‘Penthouse’ client will refer me to at least 3 other ‘Penthouse’ clients and, as a result, that is all the marketing that I need.
As a result of this, instead of filling your pipeline with new leads through marketing, your key shift should be to focus on over-delivering as that, ultimately, is the source of referrals.
An easy way to implement this into your business today is to ask your current ‘Penthouse’ client or clients if they know anyone who might be interested to work with you and, as a result, these referrals will soon become bountiful.
I = Information
There are 3 levels of information:
1) Free Information (everything is available on the internet or in a book somewhere, you just need to find it)
2) Organised Information (this is where you pay money to save time having to find that information)
3) Transformational Information (this is the realm of high ticket selling)
The best way to introduce transformational information is through a webinar. As I mentioned in a previous post, you do not want a discovery channel type webinar with information overload, you want a Game of Thrones type webinar that takes someone to where they want to be emotionally – so that once they have genuinely experienced this emotion, they have full faith in you as being the person to get them to their desired business and lifestyle, permanently.
Once your ‘Penthouse’ client has seen the view, they will purchase the Penthouse to enjoy that view daily – that is the goal of the webinar.
The goal of your program is to create a structured, well thought out program that has been tested and refined in order to allow your ‘Penthouse’ client to be able to live the ‘Penthouse’ lifestyle that they are desiring.
If you do not yet have a webinar for your business, this is a crucial step to add today to start attracting ‘Penthouse’ clients.
C = Concept
The difference between a 6 and 7 figure business is a good business concept as this concept is what allows it to be scalable and, if need be, sellable.
A concept is essentially organised knowledge that is easy to apply. By being easy to apply, it is applied. By applying this, results are achieved. By results being achieved consistently, transformation is achieved.
I wrote extensively about how to do this previously, so if you need any guidance on that refer back to there.
If you don’t have a concept or a model for your business, add this as soon as possible as this is what ‘Penthouse’ clients are looking for as this is what separates you from the rest of the marketplace.
E = Experience
One of the most easiest ways to attract ‘Penthouse’ clients is by looking at and thinking about exactly where they are stuck and what they need.
I will give you an example. Most of my clients require high quality graphics for their models, their webinars and their marketing. As a result, I have my own in-house graphics team who take care of all of their graphics needs.
As a result of thinking through what my ‘Penthouse’ client needed, I was able to add value to my offer and solve many more problems for my clients, enabling me to charge more for my services.
One way to attract ‘Penthouse’ clients is to ask them exactly what they need and if there’s something that you don’t yet provide, find a way to offer that to enhance your offer.
In conclusion, we have 5 ways to immediately add a high ticket ‘Penthouse’ offer to your business:
1) Price proximity – let clients know you have a high ticket offer
2) Referrals – reach that critical mass where ‘Penthouse’ clients refer more and more ‘Penthouse ‘clients to you
3) Information – Ensure that you are providing transformational information
4) Concept – Build a model around your business
5) Experience – Provide more towards the ‘Ideal’ experience your ‘Penthouse’ client requires.
Good luck with adding these into your business and let me know which you plan to add and how!
Everything is created twice – first in the mind and then reality. The way that we create in our mind is through visualization.
From a spiritual perspective, visualization is very important because by visualizing, you are giving that idea or concept energy. Think of a goal as being a seed in your mind, the first time you visualize, you are planting the seed. As you continue to visualize that goal, you are nurturing it and helping it grow – which is why you should visualize your goals twice a day, once in the morning and once in the evening. If you do not, the goal (or seed) will not grow and develop.
From a psychological perspective, visualization creates structural tension. If you test drive a new car, the old one you are currently driving seems vastly inferior. Similarly, when you visualize your new life, you are test driving the new car and when you go back to your normal life, the current way you are living seems to be below where currently are.
As you visualize more, the mind will soon start to replace the current way you are living with the new visualized method and will activate your reticular activating system to ensure that it finds all of the opportunities and resources to make the visualized life your permanent life.
Many people find it hard to visualize, so an important point to remember is this. When James Cameron made Avatar, it took 10 years from concept to final movie. However, when you watch the movie, it only takes 2 hours and is available any time you need to see it.
Likewise, the first few times you visualize, you will be creating the scene in your mind, take some time to do this and be patient, knowing that once those images of your visualization have been created, you will easily be able to access them in the future.
The human mind can achieve anything and can solve any problem, move you to any goal and create any response, just as long as you hold a firm image of that goal in your mind, through visualization, first.
On November 24 1859, Charles Darwin’s book The Origin of the Species was published and, along with that, the theory of evolution was presented to the world.
Since that book was published, we have gone to the moon, learned to fly, created the car, connected the world with technology and even more.
In fact, it’s fair to say that we have progressed quicker in the past 150 years than in the whole of human history before that.
So how did this book change the world and how does it affect us as entrepreneurs?
The answer is simple, Darwin’s Theory of Evolution, for the first time in history, created a paradigm that change is good.
If we go back to the Ancient Egyptians, the dead were mummified and one of the reasons for this was to allow the holding on to the past. Similarly, if we look at many other cultures, it is often seen as more important to hold on to the old (as it has worked) than embrace the new (as it might work even better or it might not work at all).
As entrepreneurs, it’s crucial that we maintain this paradigm that change is good. Every day, technology, opportunities and the marketplace is changing and the more open we are to that change, the quicker we can benefit from new opportunities and grow.
By being open to change, we can find new lead sources, new connections, new ways to promote our product and new ways to do things.
If you’re not doing at least one new thing every week in your business, you’ll soon fall behind your competitors. The ability to change quickly is the key to success today and the ability to evolve our mindset to accept this is the first step to the next level of success that is waiting for us.
I was speaking to a client this morning who has just done a very big low-ticket launch and is working with me to create a high-ticket product.
I gave him a simple analogy that he urged me to share with everyone:
Low ticket products are like running on a treadmill – you’re always moving and always moving fast because you are always have to get lots of sales just to make payroll.
However, 3 months or 6 months down the line, you are still pretty much where you are.
High ticket products are like a ladder. Each time you make a sale or win a new client, you are taking a step up and, ultimately, the higher you go, the more you can start charging.
In 3 months or 6 months, you’ll be very far ahead from where you are now.
The choice between low ticket and high ticket is like choosing between a treadmill and a ladder. One will keep you moving but stationary, the other will take you higher than you’ve ever been before.
The most common reason why webinars do not convert is because the webinar creator has not identified the right webinar attendee avatar or, in most cases, doesn’t even know that there are 4 key webinar attendee avatars to begin with.
(An avatar is essentially the personality type that the majority of the webinar attendees fall into – and just as a well developed customer avatar is essential in the marketing campaign to get someone into the webinar through an effective ad campaign, it is JUST AS IMPORTANT in actually getting someone to take action on your offer).
Let’s discuss one of the main 4 Webinar Attendee Avatars in detail so that you can start to see how this applies:
Planners are traditionally slow decision makers and are people who love security.
A prime example of a planner is someone in middle or senior management, someone who loves the security of a paycheque every 2 weeks.
Planners are also very detail orientated and systematic. They need a logical webinar with lots of real-life numbers and case studies.
If you are creating a webinar for offline marketing and targeting businesses like accountants, lawyers, dentists, consultants, blue-colour managers etc – these will all be planners.
As I mentioned earlier, planners are slow decision makers and do not adapt to change very quickly. As a result of this, you will find that the majority of your sales will come not on the actual webinar, but in the follow-up emails and sequence that follows.
Usually, you can find that up to 70% of sales or leads will come in the post-webinar follow-up.
The reason why many webinars to PLANNERS don’t work is because:
Most people don’t even understand that there are 4 different webinar attendee avatars and they create their webinar based on their own personality and thought processes (which if you are a marketer will most likely not be a PLANNER personality) and, as a result, there will be a big disconnect.
Most people put little to no effort in the follow-up sequence and, as I mentioned earlier, up to 70% of results for a PLANNER webinar, will be in the follow-up.
It is fundamental to ensure that you are using the right language for PLANNERS, they do not like change and they expect processes that take time. They do not believe they can make a million dollars in 30 days, they are very structured and grounded with their thoughts and belief systems, and it is important to reflect the title, theme and content of your webinar around this.
Here are a few ways to define who your webinar attendee avatar is and to get a good idea of the theme, tonality and core concepts to use in the webinar:
Age – Often, older webinar attendees are more cautious in their thinking and use experience to make a decision whilst younger webinar attendees see the possibilities of online marketing much more easily as they have grown up with it
Vocation – The way you would present an idea to an entrepreneur would be very different to how you would pitch an idea to a dentist, for example
Activities – What type of activities does your avatar like to do on the webinar? Would they prefer a spreadsheet based activity or a brainstorming/ creative activity, for example.
Time – How long does your avatar have to spend on a webinar? Is it 60 minutes exactly or can the webinar extend to 1.5 to 2 hours + FAQs?
Action– It is crucial to think of who your avatar is and what type of service they require – is it a do it yourself offer, a do it with you offer or a do it for you offer
Region – Naturally, where they are located is also important as each culture has a different way of evaluating opportunity. In the USA, people are generally more entrepreneurial, whilst in the UK they take a bit longer to make a decision, for example.
If your webinar isn’t converting, or if you are looking to create a webinar, make sure you have a good understanding of the webinar attendee avatar as unless you have that right, there will be a big disconnect with your audience and your webinar simply won’t convert as a result of this.
Good luck with your webinars!