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 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.
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!
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?