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 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!
Whilst talking to a client today, I shared with them the different 2 types of webinar:
1) The Discovery Channel documentary type webinar where you TEACH rather than inspires – and like a Discovery Channel documentary, you get a lot of praise and kudos for sharing such great knowledge, but few people watch it and you get a few sales because you have not inspired.
2) The Game of Thrones type webinar where people are already excited before it starts and you take people on a journey, inspire them and have them thinking and talking about you for days and unable to wait to buy from you to help them take the next journey into the wonderful new way of thinking/ living or doing business they have created.
The KEY to any successful webinar is to create a Westeros for the audience, a place that inspires them and is so far beyond where they currently are (emotionally) that they want to go there again and again and again (through working with you or buying your product or service).
The problem is that most webinars do not do that!
So the key question is how do we do this, how do we turn our Webinar into a Westeros?
1) The Webinar starts before the webinar starts
Although Game of Thrones starts airing in April, there are teasers and adverts about it many months in advance.
In this same way, your webinar shouldn’t be something that just happens, but should have a good, solid build-up to it.
You could do this by having an email sequence teasing your audience, a few videos that touch on a few of the points to be covered or a few posts on social media that are announcing something exciting that is coming.
If you have an automated webinar, use a workbook, a video on the registration page etc – the goal is to have your attendees join the webinar having been looking forward to it for days or hours in advance.
2) A Game of Ice and Fire?
The original books that Game of Thrones is based upon are called A Game of Ice and Fire? Could you imagine inviting a friend over to watch A Game of Ice and Fire with you? Would the show be so successful if it was called that instead of Game of Thrones?
One of the most important factors in a successful webinar is a powerful name – a name that WANTS you to attend as it has a clear benefit as to attend.
A good formula to use is How to Get X in Y without Z – with X being the main benefit, Y being the Timeframe and Z being the biggest pain they want to achieve.
If this becomes very long, have a short catchy title and have this as the subtitle, so that you get the best of both worlds.
3) Start STRONG
Every Game of Thrones episode starts strong with something that entices you in. It’s very difficult to watch the first 10 minutes and then stop watching intently.
In a similar way, the first 10 minutes of the webinar is the most important as that is where the majority of the positioning takes place.
As long as your first 10 minutes is REALLY good, you will have your audience paying full attention, staying engaged and being there until the very end.
4) Relatability more than credibility
Let’s face it, Jodfrey was a right royal pain in the…. (pun intended). He had the authority and the position, but no one liked him.
On a webinar, people by from people, so you want to insure that you do not be a Jodfrey.
How do you do this, by using positioning-depositioning. You want to position yourself as an expert and authority, but not as a king or a demi-god. You want to be seen as ahead of the game, but not too ahead of the game that no one on the audience can achieve what you are showing them to do. You want to be an ally, someone who stands with your potential clients and not someone who stands above them. You want to be the person who is on the journey with them and that relatability will get you sales.
5) Your Bonuses are your Dragons
In the same way that Khalisi has her dragons as her biggest assets, you want to make your bonuses to be your dragons. You want to position them so well that audience members want to buy from you more for that than the actual course.
Bonuses are very powerful as they are often the factor that tips the scale in your favour. Ensure that you think strategically about them and have bonuses that offer great value, as this will increase your overall sales dramatically.
6) Take them to Westeros
The ultimate goal of your Webinar is to take your audience to Westeros – a place that excites them, is full of possibility and potential and, more importantly, a place that they can go when they buy your product or service or enrol with you.
This is key as a webinar is about taking someone on an emotional journey and an effective follow-up sequence reminds them of it (and makes your audience want to go back their again) by becoming a client.
If you don’t take them to Westeros on your webinar, when else will you?
Today, I’d like to share a very timely Goal-Setting tip that I learned from Robin Sharma.
Whenever someone goes to Africa on Safari, they are always on the lookout for the Big 5 – African lion, African elephant, Cape buffalo, African leopard, and White/Black rhinoceros.
Needless to say, they will see countless other animals on Safari, but the Big 5 is top of everyone’s list as the must see.
Likewise, when setting goals, it’s also very important to have your Big 5 – the 5 goals that you will hit.
Needless to say, you will hit many other goals too, as a result of this, but the Big 5 need to be your Big Focus.
I, personally, love setting my Big 5 at the start of the week and spending Monday on the first, Tuesday on the second etc – this helps to keep everything focussed and ensure I have a clear outcome and result for each day.
I also like to ensure that each of my Big 5 reflect all aspects of my life, so that I stay in balance and don’t put too much focus just on one area.
If you’re not clear on your outcome for the day/ week/ month/ year/ decade or even life, why not spend a few minutes choosing your Big 5 that will really help you to stay focused and take away the pressure of juggling 100 things at a time.
The reason I’m writing this is to give you an idea of what a journey of an entrepreneur really is, as opposed to what it’s made out to be and, in the hope, that it inspires, fuels and supports fellow entrepreneurs out there.
Have a good product/ service:
The key to being a good entrepreneur is to have something of value to offer, whether it’s a product, service or skill. If you don’t have that, develop it, acquire it or learn it from someone. This is the foundation and, in my opinion 80% of the battle.
It took me a good 6-8 months to actually develop the system that I teach people. This involved working on my own projects, refining and refining, writing things out and creating 100’s of mind maps and diagrams and, finally, having a system that incorporates everything my clients need.
The purpose of being an entrepreneur is to solve problems and the only way to do this is to put in those hours and think through every situation. By doing this, you are saving your clients that time and, ultimately, there will be an exchange of their money for your expertise (that will solve their problem in the most efficient time possible).
When I started my entrepreneurial journey, I honestly was happy to attract any client that I could get, to build a reputation and get some case studies. I always treated every client like they were my dream client and this, ultimately, lead them to me attracting my dream client.
In my experience, success is a reverse process. You first need to be able to deliver a service worthy of your dream client, before you will be rewarded with one.
As an entrepreneur, there are times when funds are tight and it’s difficult to meet the end of the month and ensure your team get paid.
However, in my experience, I have always found that when I need it most, the right client will always come and I’ll always get that cash injection when needed.
As long as you focus on delivering the best you can, the rest takes care of itself.
Private victories proceed public victories:
This is the most important lesson I’ve learned. We all look at external success and compare the success of others to where we are.
We see other people’s public victories and compare them to our own. However, we never see the private victories – the 18 – 20 hour work days, the weekends spent at seminars, the hours studying, the risks taken. That’s where the real victories happen and the public victories (the product launches, the sales etc) are all a natural byproduct of that.
I personally believe that true measure of success in your business is how many referrals you get. How many of your clients go out of their way to introduce you to other people they know or work with, just because they know you can help them and will help well.
Most of my business is now referral based and that comes from the desire to over-deliver. It’s very easy to think that this takes more time or costs more in the short-term, but instead look at the bigger picture and think that if you do invest that little more in time and money to turn your client into a raving fan, how much more business will you gain from their referrals in the future.
Always have a premium offer:
Whether you are selling a low-priced product or service, always have a premium offer. It might not work for everyone, but for some people it is exactly what they are looking for. Just one sale at this price is worth 10 – 100 times more than a normal sale and that has a huge impact on your bottom line.
The best way to do this is have a done for you offer for your clients, as always remember that some people just want the result and are willing to pay much more for that.
Being an entrepreneur is the greatest thing of all:
Always remember, through the hard times and struggles, why you are being an entrepreneur. You are creating value, solving problems, creating jobs (and through this providing people with an income, food, housing, education and security), living life in service and, ultimately, building a legacy.
Being an entrepreneur is not for everyone, it takes risk, is a long and hard process, a marathon. It requires dedication, commitment, sacrifice and great discipline.
However, it is also a journey that provides many rewards and is one that makes life worth living.
When I was starting out in business, I often suffered from ‘shiny object syndrome’ which basically meant I would go after the new idea or the big opportunity everyone was talking about.
I soon realised that the big opportunity or new idea wasn’t as great as it was said to be, as within a few days, it was quickly replaced by something else.
Unfortunately, many entrepreneurs go through the same challenge of ‘shiny object syndrome’ and that is where the Dutch philosopher, Benedictus de Spinoza, can really guide us.
One of Spinoza’s axioms states that if you place an ass exactly half way between two buckets, it will die of thirst before it decides which one to drink from.
Spinoza purposefully uses the term ass, as opposed to donkey or horse just to show the absurdity of indecision.
In many ways, ‘shiny object syndrome’ is similar to Spinoza’s axioms – each time you see a new opportunity, you are seeing another bucket, then another bucket, then another bucket – and before you know it, weeks and months have passed of trying something new, then trying something else that’s new and so on.
The most important decision that anyone can make in business is stop being an ass.
Yesterday, I posted a summary of Peter Drucker’s book Managing Oneself and one of the key foundational principles is to build on your strengths.
For anyone who is either starting out or stuck with a bout of ‘shiny object syndrome’, the one piece of advice I can give you is this:
Forget the external pull of the next best thing and instead find your best thing, your natural strength and build on that, as that will take you much further than any promise that any shiny object claims to make.