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How To Win With Webinars

sales Nov 02, 2020
 

Introduction 

This is going to be a two part series on using webinars to skyrocket your impact and profits.  There is a lot I need to share and I want to make sure that I don’t leave anything out. 

So in part 1 we will cover: 

  • The complete fill-in-the-blank script to launch your webinar

Then in part 2 we will talk about using Facebook Ads to fill up your webinars and the on-boarding sequence you need which consists of the emails you’ll send to get people on your webinar.  You’ll also learn exactly when to send each email (questions of timing) 

>> Click here to get a FREE instant download of the PDF version of this post... I'll throw in my audio narration as a free bonus.

Are you ready to? Let’s go! 

Why Webinars Work 

One of the main reasons webinars work so well is because you can deliver a massive amount of value in just 60 to 90 minutes to hundreds, sometimes thousands of people all over the world.  You’re basically allowed to have a conversation and connect with a massive amount of people in a short period of time and no travel is necessary.  People can join from anywhere without booking flights and hotels.

This can give you a lot of power because if you run your webinar correctly (which I’ll show you how in a moment) you can keep your audience engaged and salivating to see what’s next as they see you as an expert helping them achieve their goals. 

Webinars are arguably one of the most effective mechanisms for selling online. 

NoteDownload the FREE PDF Version of this article so you can read offline, anytime and print it for easier viewing.  As free a bonus, it includes the audio narration as an MP3 file so you can listen on the go.  Just enter your email address to get the entire thing.  It's free, instant and available now.

How To Build A Winning Webinar 

To build your winning webinar you’ll need to keep a few things in mind. 

First, is the webinar duration. 

Webinar Duration

How long should your webinar be? 

Generally speaking, you’ll want your webinar to run between 60 minutes and two hours.  90 minutes is often sweet spot because if you go longer than 90 minutes it become difficult to keep people interested and willing to take action.  On the flip side, if you go less than 60 minutes you’ll have a hard time delivering enough value to earn enough trust and earn significant sales conversions.

So you're webinars should be 90 to 100 minutes long.  Follow this rule and you’ll be good to go. 

Webinar Slides

But how many slides should be in your webinar? 

This number might surprise you but you will actually want a lot of slides in your webinar.  More slides means content is constantly changing because you spend less time talking per slide. This is good because you shouldn't spend longer than a minute per slide. 

If you talk any longer than a minute per slide, it puts you in the risk zone of people zoning out and losing focus on your message. 

So keep the content sparse and resist the urge to put everything in one slide.  If you end up reading or talking on a slide for more than one minute you probably have too much stuff on the slide.  This is a great test you can use to make sure you have just the right amount of content. 

I have a five-year-old son and I noticed the books I read him have very few words but lots of pictures.  And in order to read the stories I have to flip the pages often.  I think the reason these books are written this way is to keep kids engaged!  And one of the best ways to keep your audience engaged is to use “lots of pictures” and to “flip often”.  

I know this sounds silly but it works. 

So how many slides do you need? A typical 100-minute webinar should have between 100 and 120 slides.  This is a good number to aim for. 

Delivering Your Webinar 

When you give your webinar you want to keep your voice upbeat the entire time, in fact, you want to exaggerate the hyperactivity in your voice because people can’t see your face, they can’t see your facial expressions or anything like that.  Obviously, you don’t want to sound crazy or unnatural but you want to pump up the intensity in your voice more than normal so your audience can feel your energy and get excited about your webinar. 

Here’s the slide blueprint we need to break down today: 

Your webinar will have 5 sections: 

  1. The Pre-Party 
  2. Introduction 
  3. Content 
  4. Pivot 
  5. The Stack 

Don’t worry what this means right now – we're going to drill into each element so you know exactly what to say, what to do and when to do it. 

1: Pre-Party 

The Pre-Party consists of: 

  • The Hype Loop 
  • Shout Outs 
  • Tech Check 
  • Delayed Start 

Let’s dig into what’s going on here: 

The Hype Loop 

Fifteen minutes before your webinar starts you need to start getting people super pumped about your webinar event.  One of the reasons most webinars fail is that new entrepreneurs don’t think about this.  It is really important that you get on stoked and fired up so people can be fired up too. 

Basically what happens is you’ll get on the webinar and introduce yourself, tell people what they’ll learn, tell them how many minutes it is until go time, and then remind them again what they are going to learn. 

It’s a loop of hyped up excitement.  And you just keep saying this over and over again until the webinar starts. 

For example a good script I use on my webinars is this: 

"Hey guys, this is Vonnie, we're going to be talking about [Z]! We're about 10 minutes away from getting started. I'm going to show you how to [X] without [Y] and it’s going to be awesome!" 

X is the thing they want and Y is some negative thing no one wants.

If you promoted your webinar to your list and used Facebook ads to drive traffic to your webinar (we’ll talk about Facebook ads in two lessons), people will be constantly joining your webinar so even though you’ll be repeating yourself, people will be hearing it for the first time. 

I also like to put on my favorite music in the background to hype up things even more. 

Shout Outs 

As you go through your hype loop you want to enthusiastically welcome new comers to your webinar.  Call out their names, thank them for joining and ask them where they are from.  This will help people feel excited to be on your webinar and even more excited when they see people joining from all over the world. 

Tech Check 

Now it’s go time.  When the webinar starts the first thing you want to do is make sure everyone can hear you.  This is super important as you can’t have a webinar if your microphone isn’t working or there’s some major technical glitch.  Just say something like "Hey guys, before we get started I just want to make sure everyone can hear me.  If you can hear me just say "LOUD AND CLEAR!" in the chat!" 

Delayed Start 

This is a little technique to remind people that they are in the right place.  3 to 5 minutes after the official start time just let people know that the webinar officially started a few minutes ago and people are still logging in but tell them they are in the right spot because today they’re going to learn exactly how to do [X: the thing they want] without [Y: the negative thing no one wants].  

That's it for the Pre-Party but I need to warn you guys about something.

I’ve noticed that one of the reasons a lot of webinars fail is because new entrepreneurs skip the pre-party.  They think this step isn’t necessary. 

But it is essential!  Just follow my advice on this one and do everything I’m telling you to do, EXACTLY as I’m telling you to do it and you’ll see results.  It’s as simple as that.  This is your blueprint for success so just put your head down, don’t think you’re better than it and follow it! 

Sound good!? 

2: The Introduction 

The Introduction consists of: 

  • Your Powerful Promise 
  • Trial-Closes 
  • Hook 
  • Command of Attention  
  • Qualifications 
  • Future Pace 
  • Disclaimer 

Alright let’s get into this baby! 

Your Powerful Promise 

This part of your webinar sets the stage.  It is super super important that you put this here and you state it very clearly.  What you want to do is setup a bold promise that your audience can grade the success of your webinar against.  If you don’t explicitly state this they will find their own way of grading whether or not the webinar was a success (which is EXACTLY what you DON’T want) 

The way you set this up is you tell everyone: 

  • What they will learn 
  • When they’ll get results 
  • What they won’t have to do 

So for example, the formula I use goes something like this: 

"Wassup everyone, today I'm going to show you how to [TIME FRAME: i.e., "instantly"] do [X: the thing they want] WITHOUT [Y: the thing they don't want].  At the end of this webinar you're going to learn EXACTLY how to do that, and if so then this webinar will have been a success.  I want to make you guys a promise right now before we get started.  By the end of this training, in an hour or so, you guys are going to know [X].  I really want you to put me to the test here okay?" 

That last part, where you say, “I really want you to put me to the test here okay?” is crucial.  It’s called a trial-close and you’ll want to sprinkle as many of these "head-nodding" questions throughout your webinar presentation as possible. 

The reason you do this is because you want to start getting “yes” momentum.  During the entire course of the webinar you want to ask little questions where the obvious answer is yes so that people will start saying yes through your webinar. 

But why are you doing this?

Because you’re going to carry this yes momentum forward at the end when you ask permission to sell them.  Since they were already saying yes and nodding the entire webinar it’ll be a lot easier to sell them when they are in this "yes" mind state. 

Trial Closes 

This is where you just crank up the trial closes some more.  You can say things like: 

  • “Doesn’t this sound awesome guys?” 
  • “Is there anyone out here who wants to do [X] but struggles because of [Y]?” 
  • “Have you guys ever felt like [Z]? Yes? If so, say “yes!” in the chat box!” 

The other advantage of trial closes is that it keeps your audience engaged which means they are less likely to drop off the webinar before you ask for the sale at the end. 

Hook 

Speaking of dropping off early, you absolutely need to do everything you can to keep them on the webinar.  Don’t mention you’ll be offering a replay or anything – the real purpose of this entire introduction section is to cement them onto the webinar. 

One of the best ways to do this, in addition to using trial-closes, is give away something for free that’s related to the thing you’ll be selling, but only do it at the end.  So you can put a slide in your webinar deck that says 

Title: If you still until the end... 

Content: "So if you guys stay until the end, here's what I'm going to do.  I'm actually going to [X: something that you know they would love: for example: give you this PDF, or this AUDIO file, or this behind the scenes tour of my studio] but you only [GET/SEE] that if you stay until the end."

Here an example of the exact hook slide I used to sell my n00b to Ninja CyberSecurity online course.

You can see the slide I showed my audience above and then the notes I read verbatim during the live presentation.

After you get that in insert another trial close and get some more excitement and interaction going: 

You can say things like: 

  • “Doesn’t this sound cool you guys?” 
  • “Are you guys committed to staying on until the end?” 
  • “You guys are ready for this right? Say, heck yes in the chat if you’re ready” 

Command of Attention 

Now you need to amp up the current on their promise to stay until the end.  You need to command their attention and the way you do this is by telling them that the content on this webinar can literally change their lives.  You tell them the impact potential it has for everyone who stays until the end.   

Then you make them promise you that they’re going to get rid of all the distractions, buzzing iPhones, chiming notifications, calls, emails, games, websites and everything.  You just tell them straight up that if they’re not paying attention then none of this will help them and they should probably just drop of this webinar if they can’t commit to paying attention. 

You only want people to stay on who are committed to staying on because these people will get the most results, be your best testimonials and consequently, your best customers. 

This is also where you can drive it home with another trial close: 

  • "I need you guys to make a commitment right now - if you're COMMITTED to staying on for the ENTIRE RIDE - type in the chat box right now "Yes Vonnie! I'm in baby!" 

Qualifications 

This part may feel a little scary because now you’re going to share a slide why you are qualified to teach on the subject you’ve prepared. 

Don’t get in your own way! 

You don’t need to be a freggin’ expert with a PhD and a decade of real world experience.  You can actually STILL BE LEARNING the thing you are teaching. 

The only thing that matters here is that you’ve gotten RESULTS for yourself and others.  If you can honestly say that you’ve gotten positive results for yourself and others then you are qualified to teach the content on your webinar!  It’s that simple. Don’t let your mental game get jacked up because you think you need to be a freggin’ Einstein or something... that’s simply not true. 

One thing that can help here is to keep things really simple.  Just share three points on your slide and move on. 

For example your slide can have a funny picture of you doing something unexpected (this is called a pattern interrupt and is a great way to keep people engaged): 

  • I’ve gotten result [A, B and C] for myself and others 
  • No one in this field is better than me at [D] because of [E] 
  • I’ve been doing this for [N] years 

Future Pace 

Now we can begin a slight transition into the content.  Before we do that though we want to engage all five senses of your audience.  You want them to smell, taste, touch, hear, feel and see what their future could be like when they are able to accomplish [X: the desirable thing you put forth in your power promise slide].  The more descriptive you can be here the better.   

You can ask them something like: 

  • “Can you imagine what it would be like one day when [X]?” 
  • Close your eyes with me for a second: What would life be like once you learn [X]? " 
  • "In a month from now, what are your kids going to say? What's your wife going to say?"  

Disclaimer 

Finally put a slide in your deck that says the results you are sharing aren’t typical because the average person who goes through your training gets zero results.  You want to bring things back to earth and not set any false promises here.  That being said, you can lift their disappointment by saying something like: 

  • “Results aren’t typical, but I'm happy to show you exactly what's working for me – for FREE.  This is NOT for "get rich quick" people, or armatures or lazy people - it's for people who want to make a real difference in the world and in their own lives through hard work, discipline and planning." 

3: Content 

Now we can talk about the meat of your training.  You want to spend about 50 to 60 minutes focusing on ONE MAIN THING. 

This may surprise you but DO NOT give them everything you’ve got.  Don’t hit them with three or four different things to walk away with.  Just zero in on your power promise slide and deliver your promise.   

Your goal in the content slides is really just to get everyone to believe ONE CORE THING.  If you can get them to believe your one core thing then you’ll win the webinar and earn sales. 

I’ll show you what I mean in a moment.  In this content section we’re going to dig into: 

  • Secret #1: this supports that big picture promise we made in the introduction. 
  • Secret #2: this also supports that powerful promise we made  
  • Secret #3: supports that same promise 
  • Then for each secret: 
    • Paint the backstory: use personal photos, quotes,  
    • BREAK their assumptions and current beliefs 
    • REBUILD their beliefs in a surprising way 
    • Future Pace the Secret 
    • Insert trial closes 
    • Get their commitment  

So just to clarify here you not just giving them steps. 

You aren’t saying, step 1 do this and step 2 do that...

No, we are taking this to an entirely new level that is scientifically linked to how you’ll setup the sale.  We have to break their myths, assumptions and false beliefs because once we do that in a way that supports that ONE CORE THING we presented earlier, we win the sale! 

Let me show you how this boils down: 

Secret #1, #2, and #3 + Backstory 

Go through each secret with the chief goal of debunking the objections that are keeping your audience from purchase your product.  Remember, you haven’t even introduced the product yet (or even told them you’re selling something on this webinar yet).  That’s because they’re not ready for it yet and you haven’t earned your right to ask for a sale.  First, you need to debunk their objections by telling stories, showing examples, appealing to their emotions and getting them to bond with your fun personality.  

Break & Rebuild 

So let’s say during the research phase of creating your slide deck, you learn that most people in your audience think the only way to learn music production is to go to the university and take classes.  Let’s say you discovered this during your research phase of coming up with your great idea.  So what you would do in each secret is break each belief and then rebuild it with a new belief that supports your product. 

BREAK: “The only way to learn music production is to go to the university” 

REBUILD: “You can learn music production faster (and cheaper) online 

You would do this for each secret: 

  • Secret #1, this the thing that supports your powerful promise 
  • BREAK objection to your product  
  • REBUILD: introduce an idea that supports the purchase of your product 

Then  

  • Secret #2... and so on. 

Pro tip: make sure you tell stories during the rebuild phase and you use personal photos to strengthen your stories.  

Future Pace The Secret 

Now is a good time to future pace the secret.  Get them to imagine what it would be like to experience the desired result you know your product can give them.  Remember, you know it can give it to them because you went through the Beta Release step right?!

If you haven’t done the Beta Release you honestly have no real business selling your product because you can’t say with integrity that it will work for them. 

So if you've done the Beta Release you can confidently invoke their imagination, go wild, go crazy and have fun!  This is what makes selling fun.  Don’t hold back here and don’t resist the urge to smile, laugh and really get emotionally charged up!  Unleash everything you've got to paint the future picture you know your product can accomplish in their lives.

Closes & Commitments 

Remember you want people’s heads to be constantly nodding throughout your presentation.  You want them to be saying “yes”, “yup”, “uh huh”, “mmhmm”, “hell yes!” throughout your presentation. 

So make sure make sure you have closes and commitments in each secret. 

You can say things like: 

  • "Isn't that awesome?" 
  • "Isn't this exciting to see how all this stuff works?" 
  • "Doesn’t this make sense?"  

It’s also really powerful to insert trial-closes right after a testimonial.  If you did your Beta Release as you learned earlier then you should already have testimonials.  So you can drop 1 or 2 of your best testimonials while you’re going through your secrets: 

  • “Do you guys see how this would help you in your life?" 
  • “Can you imagine how this would change things?"  

This is very very powerful.  

Then of course you want to insert commitment statements at the end of each secret as well. 

You can say things like: 

  • “Alright, so I want you guys to repeat after me right now. In the chat say, I can do [X]!” 

4: Pivot 

Now this is the crucial time where we transition to asking for the sale.  This is actually very difficult to do for newbies. 

I mean think about it: you’ve been on this webinar for an hour or so, sharing your heart, pouring out your soul and now you need to ask for money.  It seems like a huge transition that will break the entire flow of your webinar and result in hundreds of people dropping off!  Plus, they already got the content for free right so why would they pay? 

Let me address your fear head on right now: 

The secret to keeping people interested and engaged without you feeling awkward is to naturally transition the sale using what I call a “LET ME” Pivot. 

Here’s what you’re getting into: 

  • The “Let Me” Pivot 
  • One Hour, One Day 
  • Sell Me! 

Let’s go! 

The “Let Me” Pivot 

After going through all three secrets you pivot into the sale with one slide that says something like this: 

  • "So... let me ask you a question... This stuff has been pretty cool right?” 

This is a smart trial close that’s setting up the transition: 

  • “We've had fun over the last hour, you've learned some good stuff...  How would you guys like to work with me directly where I can actually help you implement what we just talked about?" 

Then you wait... 

You want them to say YES to this... because when they say YES to this question, to this awesome trial close then they’ve just given you permission to sell them! 

Here’s how we ramp this up: 

One Hour, One Day 

In this slide you get them to agree again that the content you’ve been sharing has been pretty cool.  Remember, trial-close everything!  The more of these you can naturally inject in the webinar the greater your conversions will be. 

What you want to do is tell them that you can’t cover everything in one hour, or even one day if you tried.  So they need more.  And you use this as a segway into your offer by saying something like this: 

  • "Over the past hour we've been covering some really cool stuff right?. Wouldn't you agree?” Trial-Close baby! 
  • “Go ahead and type in the chat.” 
  • “Now, We can't cover everything in an hour, let alone a day... you need more. So I'm super excited to make an offer for you where you can get it all, where you can get everything you need to know." 

Now at this point the stage has been set to introduce your product. 

Sell Me! 

Go ahead and tell them you have something that can help them.  You tell them you have something to sell.  But the key here is this: after you tell them you have something to sell you ASK THEM if it’s okay to sell it to them before you move on.  DO NOT move on from this slide until people start saying yes. 

You can say it like this: 

  • "So, everyone, I've got something that can help you.” 
  • “I do have something to sell, if you guys are okay with that. I would love to share it with you. If not I won't share... but if you're okay with that let me know" 
  • “If you want me to share type ‘yes share!’ in the chat now! 

And after they start saying “yes share” “yes share” yes yes yes... now you can move into the last phase of your webinar the stack.  This is the money maker so pay attention to each and every phase or you’ll have crappy results (and I don’t want that for you!) 

Just remember this crucial point:

DO NOT MOVE ON UNTIL PEOPLE START TO SAY YES.  They must give you buy in before you proceed.  Stay here at this step as long as it takes until you permission to move forward.

Once you have the "yes" you can confidently move into The Stack.

5: The Stack 

This is the stack is the most important part of the deck and consists of these magic "sales closing" elements.  Don’t get overwhelmed by all this or even think you need to get everything 100% right. 

Remember, for a typical 90 minute webinar you want between 100 and 120 slides so I’m giving you exactly what you need to put in your slides.  Just copy and paste and roll with it! 

And remember, you’ll most likely have great success even if you do only a few of these things.  I’m just sharing everything with you so you can see your full potential. 

Ideally, you would strive to accomplish every one of these closes to completely maximize your profit potential and impact: 

  • Money Is Good 
  • Disposable Income 
  • Money Replenishes 
  • Break Old Habits 
  • Information Alone 
  • The Stack (First Showing) 
  • Who It Works For 
  • Money Or Excuses 
  • I Had Two Choices 
  • Their Two Choices 
  • Steal My Stuff Guarantee (Risk Reversal) 
  • Testimonial 
  • Bottom Bread Bonus (Only First 30 People) 
  • Top Bread Bonus #1 (Only First 20 People) 
  • The Stack (Second Showing) 
  • If All This Did Was 
  • The Deal 
  • Price Drop And Revelation 
  • Top Bread Bonus #2 (Only First 10 People) 
  • Say Goodbye 
  • Your Two Choices 
  • Two People (Us vs Them) 
  • Reluctant Hero 
  • Hand Hold 
  • The Stack (Third Showing) 
  • Now And Later 
  • Only Excuses 
  • If You Didn’t Sign Up 
  • Thank You 
  • The Stack (Fourth, Last Showing) 
  • Last Slide 

Okay, so let’s not waste any time here. 

First we have money is good: 

Money Is Good 

In this slide you honestly just talk about how most people think money is evil.  And then you crush that myth by talking about how money isn’t bad... it’s just a tool for exchange.  And you go into how they can spend money right now and get something bigger in return.  And if the thing they get in return is worth more than what they give you then it’s a fair trade.  Show them how this is reasonable and make sure you put a  trial-close in here. 

Disposable Income 

In this slide you go into the fact that everyone has disposable income.  You talk about how most people live pay-check-to-pay-check and after they spend their earnings on bills they have some money left over but most people take that left over money and blow it every single month on stuff that just vaporizes.  They burn it on stuff they use but have nothing to show for it. 

Talk about how blow our money on movies, food, trips, gadgets and things like that but what you’re asking them to do is to use that income to make an investment in themselves because the thing you’re going to sell them has the potential to make them more money in the long run.   

If your product doesn’t have the ability to earn your customers money in the long run you need to find a way to put that in your product.  You need to make it so that when people buy your course they can use it to earn more money in the future. 

For example, if your course is about making an awesome resume then you need to include material that shows them how to land their dream job and earn more money.  You should have gotten a taste for what this “more money earning potential” thing is when you went through your beta release.  That’s why it’s so important to do this first before you ever even think about doing a webinar! 

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Money Replenishes 

In this slide you paint a realistic portrait of the fact of having a full-time job.  Most of the people on your webinar should be employed and have jobs.  If that’s the case you can basically say that every two weeks they are going to get a check and after they pay their bills and they burn through it, two weeks later something amazing happens.  THEY GET PAID AGAIN! 

And this is when you setup the juxtaposition between the fact that money always replenishes but TIME DOES NOT. 

You can tell a story here or insert trial closes but you really want to drive home that point that money replenishes but time does not come back.  Missed swim meets with their son does not come back.   Missed daddy-daughter dates with their little ones will not return.  Then you say something like: 

  • “So I'm asking you to take a resource, take something that replenishes every two weeks, you're going to get that money back every two weeks anyway, and invest it in something that's going to save you a ton of time. To invest in something that you can never get back.” 

This is powerful.  and when you talk about how time is their most valuable asset but their fastest diminishing resource the urgency is increased.  You can even say, 

  • “And sure, you can learn all this stuff on your own but man... that time you waste on testing and trial and error isn’t going to come back... but your money keeps coming back...” 

And you can tell them that you’re trying to save them a bunch of time with this thing you have for them. (which you haven’t officially introduced yet... don’t worry it’s coming! Building anticipation is important...) 

Are you getting excited!?

(see I just trial-closed you hehe)

Break Old Habits 

Now you can go into the fact that most of the people on this webinar are probably going to drift back into their old habits tomorrow.  Real amp this up, paint the dreary picture of what tomorrow at the office is going to look like for them and then say something along the lines of: 

  • “The only way you're going to be successful is if we figure out a way to break that habit right now.  And the way you're going to break that habit is by investing in this course.” 

You want your audience to know if they want change then they need repeated exposure... that they need a full system... but without that system they’re just going to slip back into their old habits. 

And be candid with everyone.  Get emotional.  Tell them as their friend and coach you’re not going to let that happen! 

Information Alone 

You can say so far you’ve shared a lot of information over the last 60 minutes but what they need isn’t more information because information alone isn’t going to get them results. 

Then drive home the point that they need systems and steps and ultimately your offer because that’s what’s going to give them the tools to truly make a difference in [X: the thing they want] and their lives. 

The Stack (First Showing) 

And now we come to your first showing of what’s known as the stack.  It’s when you begin to stack up all the goodness they’re going to get when they purchase on your webinar today. 

This is where you show them what they’re going to get.   

You show the core offering and the modules but explain it with an emphasis on the benefits not the features. 

Here's a screenshot of the stack I used to sell my online course:

The key to making this work is you really need them to believe the total value must be worth the amount you’re setting.  So if you say the total value of this stuff is $997 then you need to believe that.  The point is later, during the price drop and price revelation stages of The Stack you’re going to drop the price and shock the cost juxtaposition against everything you’re giving them in the stack.  Comparing the price revelation against the stack is going to make your offer look like a steal. 

Who It Works For 

This is where you try to cover ground by speaking to the top 4 or 5 categories of people who are most likely on your webinar.  For example, if you’re selling an online course that teaches people how to publish and sell their own books, then based on the data you’ve gotten from your beta release tests, you can say things like: 

  • “This has worked for, aspiring authors, speakers, consultants and even entrepreneurs 

The goal here is to have your audience see themselves in the list of people this has worked for. 

Money Or Excuses 

Since your product has a way to earn your audience income, talk about how people can really only have two things in life: money or excuses. 

People can have money or they can come up with excuses why they can’t get your product.  They can complain about the fact that they don’t have enough time, or they can’t afford it or whatever OR they can have money.  It’s an either-or-kind of thing, not both-and.  You can’t have money and excuses.   

So you want to press them to make a decision on what they want: money or excuses.  

I Had Two Choices 

This is where you justify why you’re charging so much.  You can say that you had two choices when you built this offer.   

Your first choice was to make it dirt cheap and sell a bunch of people but with that option you couldn’t justify putting in all your time, energy and resources to serve them. 

So your other choice was to make it more expensive, which means you’ll sell less people but it means you could justify giving it your all, giving them more personal attention and putting in more effort to the product.  This is also where you can trial close and say something like:  

  • “I’m going to guess that most of you want a little more effort from me right?  That’s why I’m charging more even though it means less will buy” 

Your Two Choices 

Now go into their two choices: 

  1. Do nothing and go back to what you were doing yesterday.
  2. Put up a small investment today and just give it a shot.   

You can say something like: 

  • “So at this point you really have two options: you can go invest and get started in the next 30 days from now and have this entire system up and running OR you can jump off this webinar right now, go to bed tonight, and when you wake up you're going to be doing the exact same thing you're doing now. You just need to decide which choice is more exciting?  Which one do you want for your life?” 
  • “Do you really want to go back to what was happening yesterday? I don’t think so because... I mean why sign up for this webinar? So why not make a small investment now, give it a shot - if it works awesome - if not then request a refund and we'll give you your money back." 

And this is the perfect time to transition into the risk reversal here. 

Steal My Stuff Guarantee 

In this slide, which is the logical continuation of the last slide, you make some crazy guarantee. 

What you guarantee is up to you just make sure that whatever you promise you actually are prepared to do!  

So if you say, that you’ll personally get on the phone and help people if they get stuck you better be ready to do that.  If you say that you’ll jump on a live screen sharing session and login to their website and fix their code for them then you better be ready to do that. 

You can also put in your risk reversal.  You can tell them that they can literally dig into the entire program, download all the content and then cancel their subscription before the 30 day refund period expires and you will still refund them the order. 

I know this sounds scary to make that promise but first of all, most people won’t do this to you and secondly, it makes you assume all the risk.  It really reverses all the risk and makes it very easy for them to say yes to you because you are removing their biggest objections.

Testimonial 

Insert one of your best testimonials you received from your beta release testing.  Don’t forget to include trial closes here and even future pace what might be possible for your audience. 

Bottom Bread Bonus (First 30) 

This is where you present your first bonus but only to the first 30 signups.   

During the course of the webinar you will offer three bonuses.   

How do you know what to offer? 

During the Beta Release testing phase you should have received ample feedback from your testers on what would help them get results faster. 

Your Bonuses can also be your order bumps, upsells and downsells repurposed for special use on this webinar. Or your bonuses can come out of the research you did during the niche selection idea phase. 

The basic premise behind the bonus is that you want to treat it like a sandwich with two buns.  The bottom bun bread is the bonus that eats away the objections they have to using your product and the top bread bun is the bonus that eats away the new problem or fear they might have after they complete your course. 

Think about it like before and after. 

So if your course is about building a website your bottom bread bonus could be a small, 10 page PDF that provides a quick crash course on computers 101.  This would kill the objection that says, “But I can’t buy your course because I don’t understand computers”.    

Or your bottom bread bonus could be something more involved like a 3 module mini – video course which takes your customer through the basics of computers and brings them up to speed on everything they would need to know before they could start building their website. 

Assign a value to the bonus in this slide too because in the next stack showing you’ll add it in and use it to build the overall value of your package. 

Top Bread Bonus (First 20) 

Your top bread bonus could be a Private Facebook community or Private members area or private one-on-one training with you for 30 minutes via Skype.  The purpose of this is to anticipate the next problem people will likely face after they complete your course.   

After people have a fully functioning website what’s next?  Maybe your top bread bonus could be a course about getting traffic or about making money with their website or just about giving them a long-term support group through the communities I mentioned earlier.   

Again, assign a value to this bonus and then present your second showing of The Stack: 

The Stack (Second Showing) 

In this slide, you basically copy and paste the first Stack showing slide but add in your bonuses as bullets. 

So let’s say you’re flagship product is about building a website from scratch. 

Your stack could look like this: 

  • How To Build Your Website, 4 Modules, 12 hours: ($1997 value) 
  • BONUS #1: Computer Basics Mini-Speed-Course: ($597 value) 
  • BONUS #2: Private Members Community (Lifetime access) ($897 value) 

Total value: $3,491. 

Then in your next stack you’ll add in more goodies and the total value keeps going up. 

The bottom line is that total value amount needs to be legit.  Like you need them to believe that so far, everything you’re offering really is worth that amount.  You need them to justify this price in their minds; otherwise, what’s going to come later won’t work. 

This is why it’s called The Stack and it works because people often forget what they are getting in an offer and they compare the final price you show with the last slide you talked about.  So if your last slide talked about your free bonus you’re giving away at the end of the webinar and then you jump into the price of the course you're selling, people will feel like it’s way too expensive because they will have forgotten all the valuable bonuses you’ve added earlier. 

I know it feels like overkill to keep mentioning the stack, but trust me this stuff works and it feels more awkward for you than your audience

I mean think about it: if you have something of great value for your audience that can really change their lives, mentioning the stack multiple times like this isn’t annoying, it’s expected, and needed. 

If All This Did Was 

Now this is where you strengthen the price justification in their minds. 

You need to let them know that you’re not going to charge the amount you just mentioned in the total value column. 

This is where you say something like this in three bullets:  

  • “If all this package did was [X: help you move away from specific pain X] would it be worth [your total price]?  (wait for them to say yes)
  • “If all this package did was [Y: help you move towards specific pleasure Y], would that be worth it? " (wait for them to say yes)
  • “If all this package did was [Z: focus on how it will save them time or bring transformation] would it be worth [your total price again]? (wait for them to say yes!)

Trust me... this works... Just follow this formula.

The Deal 

Now this is where you finally begin to unveil the price. 

You tell them they can see why this is a good deal at the total value price you’ve showed in your stack. 

But then you show them a lower price.  This price is the price your course will be sold to the general public. 

So for example, in this case, your total value price was $3,491; therefore, in this slide, you can say how you’re going to release to the general public for $1,997. 

But because the people on your webinar are special (i.e., they are leads from Facebook Ads or they are your email subscribers... whatever it is that makes them special) you say... 

  • “But because you guys are all on my email list, and have been loyal subscribers, I’m going to give you everything for...” 

Price Drop And Revelation 

Now in this slide is where you show the new dropped price and ask them to get started now with a link to the sales page! 

So you can finish the sentence you hung on the last slide by mentioning the price, 

  • “... $997.” 

You can say it with confidence and don’t studder.  You know your course is valuable, you’ve just shared a ton of value on this webinar and you know it will give your people results (because of your beta release tests) so share your price in confidence and don’t apologize for it! 

Second Top Bread Bonus (First 10) 

This is where you share your second top bread bonus.  It’s where you anticipate a future problem people will have in the future.  So offer something of value for free again. 

A free 60 minute consultation call that you normally charge $497 for might be good or something similar.  Just make sure whatever you’re offering is aligned to the product, is limited (so it has scarcity which compels people to action) and that it can only be acquired while on this webinar. 

Emphasize it’s only for the first 10 people who buy. 

Oh and one more thing, at this point the bottom of each and every one of your slides should have a link to your sales page.   

Say Goodbye 

The goodbye slide is where you start talking about all the things they can say goodbye too forever because this bonus (and the other bonuses) are going to solve those problems for them. 

So you can say something like: 

  • So if you're nervous about getting stuck with the coding part of your website? Say goodbye forever because I'm going to give you 60 minutes of one-on-one call time with me where you can ask me anything.” 
  • So you’re scared of not knowing how to get traffic to your website after you build it? Say goodbye forever to no traffic because you’re also getting the community bonus where you can ask your peers how they surmounted similar struggles” 

List three of these “Say Goodbye’s” in this slide before moving on 

Two People 

This is where you tell a fictional story of two people.  Make up names for them and have fun.  The point is that these two people are two extreme representations of the people on your webinar right now. 

You talk about Jessica or Laura or whoever who is timid and thinks this stuff is cool but doesn’t take action.  Then you talk about how you hate working with people like that because they’re never successful. 

Then you make a comparison against some other person, Jewel or Pam and you enthusiastically talk about how you love working with people like this because they understand the reward, they want to produce and they get results!  Really get into this.  Say these people are like US! And you love working with these people... not THEM (the people who never get results) 

Then you go back and say "are more like this girl? Or this girl?"

You can flip back between both slides.  You want them to see themselves as one of these two people and those who identify with the first person you really want to end the webinar.  You are weeding out the people you don’t want to work with, creating a divide so those who really want to work with you will buy. 

Reluctant Hero 

Don’t forget to tell people that you aren’t anything special.  You want people to be able to identify with you, to feel like you’re a normal person who found some success and they can do the same. 

This is where you just go into how normal you are and even talk about some of the things you can't do.  You want them to see that if you can do it, as just an ordinary guy, then they can do it to. 

Hand Hold 

The Hand Hold is where you walk people through the buying process with step-by-step screenshots.  I also like to include screenshots from inside the course at the end so people can get a sneak peak inside what they are going to get. 

You want to show the entire payment process from beginning to end so they know EXACTLY what to expect.  You can even say something like: 

  • “If you get stuck for whatever reason, just click [email protected][yourwebsite].com, if your credit card fails or something, then just hit that email and we'll respond and get you helped out immediately. 

The Stack (Third Showing) 

Again, in this slide, you basically copy and paste the second Stack showing slide but add in your new top bread bonuses as a value bullet. 

So at this point your stack could look like this: 

  • How To Build Your Website, 4 Modules, 12 hours: ($1997 value) 
  • Computer Basics Mini-Speed-Course: ($597 value) 
  • Private Members Community (Lifetime access) ($897 value) 
  • 60 Minute One-On-One Consultation ($997 value) 

Total value: $4,491. 

You already revealed the price was $997 earlier but by continuing to STACK up the value you are making it a no brainer as to why this is such a great deal. 

Now And Later 

This slide simply paints a picture of the pain they have now and the pleasure they could have later after they buy your course.  

Only Excuses 

List the top three excuses people are having and diffuse them all. 

If You Didn’t Sign Up Immediately  

This is a continuation of the last slide.  You list three SPECIFIC objections and smash them.  Where do you get your objections? By now you know the answer! From your Beta Release!  

So if you know people are thinking, “but I can’t afford this” you can say, “Yes, and in Module X we cover how you can monetize your site so you can start making a return on all your hard work”. 

Just keep this going but try to keep it to your top three reasons.  Don’t list every objection... only list the the major ones. 

Thank You 

This is where you sincerely thank them for attending the webinar and you go into when the training starts. 

The Stack (Forth and Final Showing) 

List The Stack one more time by telling them what they’re going to get AND what they’ll be able to do (that’s the benefits). 

Benefits beat features every time because that’s what people pay for.  People don’t buy drills to bore holes they buy drills to build shelves that will hold pictures of their kids.  Always think benefits.

Let's list The Stack one more time:

  • How To Build Your Website, 4 Modules, 12 hours: ($1997 value) 
  • Computer Basics Mini-Speed-Course: ($597 value) 
  • Private Members Community (Lifetime access) ($897 value) 
  • 60 Minute One-On-One Consultation ($997 value) 

Total value: $4,491. 

Last Slide 

This is the slide you keep up until the webinar ends. 

Here's the slide I used in my N00b to Ninja hacking course.

I actually set it up so everytime I clicked the screen a new question appeared under the "Questions" section and that countdown timer was really animated and counted down to zero.  

If you want to know how to do this, just join my email list and I'll walk you through the entire process step-by-step.

A few things you need to have here: 

  • A miniature version of The Stack that shows everything they are getting 
  • The special low price they are actually paying when they buy today 
  • Risk reversal that shows there is a 30 day money back guarantee 
  • The FREE bonus they are receiving for staying until the end 
  • A countdown clock that starts at 30 minutes counting down to 0.  To get the clock, you can download a Youtube videos of clocks and import them into your last slide as a video file. 
  • little blurp that says if they still have questions, they can call you.
  • Add a little section that says, “Call our secure voicemail line at [create a Google Voice number] and leave a DETAILED message with your FULL NAME & ADDRESS, PHONE, EMAIL and CREDIT CARD NUMBER (with EXPIRATION) and we'll return your call tomorrow to confirm and process your order, and answer any questions."  You want people to know if they still have questions that's fine but they can actually lock in their spot right now by calling that number, leaving their billing details and you won’t bill them until their question is answered.  You can say you’re doing this because you want to make sure they are serious and you promise to get back to them within 24 hours to answer here questions.  Only when they feel like you’ve sufficiently answered their questions and they are okay with everything will you bill the card. 

And here are some things you can talk about while the last slide is up: 

You can talk about how if they really can’t afford the course they can sign up for Paypal financing and get access that way.   New Kajabi supports Paypal so this is a cinch to setup. 

Give shout outs to all who have already joined the program because this generates social proof and makes people feel pressured to get on board or risk feeling left out. 

Keep the upbeat tone of speech and start answering questions.  You want to drive the answers in such a way that it directs them to the course. 

  • “Great question John, yes we cover that in Lesson 2 Module 4” 

Ramp up the scarcity by talking about how you are starting training next week.  Talk about how you want to keep the class size small to maximize results so once you hit that number you’re closing enrollment and shutting the doors. 

>> Click here to get a FREE instant download of the PDF version of this post... I'll throw in my audio narration as a free bonus.

When the timer expires thank everyone again and tell them exactly what will happen next and you’ll see them inside the program. 

You're done!

Quick Action Result 

Yes, yes this was a monster post.   

The only thing you really need to do right now is take a nap. 

Let this sink in. 

Next time we’re going to dive into using Facebook ads to fill up your webinar and how to make sure people actually show up on your webinar. 

Awesome Awesome! I’ll see you guys soon. 

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