The 8 Figure Webinar Blueprint to Explode Your Business Online
Written by Benson Sung
on May 25, 2018
| 40 mins 47 secs
I’m going to be sharing with you “My 8 Figure Webinar Blueprint to Explode Your Business Online” and process that creates eight figures a year in annual revenue for multiple clients of mine, in multiple different industries, and selling multiple different products and services…
Every year we directly contribute about $100 MM a year in revenue growth for our clients and this webinar process is one of the many ROI driven strategies…
And guess what?
I can name on one single hand the number of people in this world who can create the kind of results that I’m about to share with you even if you have ZERO traffic or leads.
Now guess how many of these entrepreneurs are going to be teaching you this process.
There’s only one person…
And that’s me.
And you’re reading it right now and if you make it to the end of this post you’re going to know how to implement a successful webinar.
Now for those of you who read this full post, I’m going to be giving you the webinar templates, literally a Google Slides doc that’s going to provide you the base structure of the webinar to start with.
(If you’re a digital products/education business, SAAS, Professional Services, E-Commerce, or Media Brand then this is an ideal conversion process for you to increase your traffic, leads, and sales.)
You can fill it with your business information, the audience that you’re going for, the core elements that need to be in the slides, the design and then get started in the right direction…
But first, I want to walk you through step by step how to implement this, everything that you need to know to build out your first seven or eight-figure webinar and how to automate it…
[Important Note: When marketing this you can call it an online presentation, a teleseminar, video training, it doesn’t matter what the name is. This process works through ANY medium as long as you personalize for your audience]
By The End Of This Post, You’ll Know One Way Of Increasing Revenue Online (On Autopilot)
I’ll also walk you through the automation that goes into it and how do you drive more traffic and webinar registrants (leads) for this full revenue conversion process…
Everything that’s going to be taught, for those of you that read until the end of this post.
Now as a preface for this post by saying that every piece of content that I create is based on experience that I’ve implemented which results in either million of revenue for my clients and that you can’t find anywhere else, but even if you could it would cost you thousands of dollars.
And that’s exactly what the content that you’re reading today is, and everything that you see on the Digital Marketing University and on YouTube.
Everything you’re gonna learn is based on real-world experience, real-world results, that works in multiple different industries and businesses for growing online.
Proven digital marketing strategies.
Why Am I Sharing With You My 8 Figure Webinar Process?
All the videos and content that you see on the Digital Marketing University, even the content that you’re reading now, it’s all gratis.
It’s my investment in you and your business.
Most businesses out there they won’t even share with you the seven-figure webinar blueprint or even how to build a million dollars business unless you pay them thousands of dollars.
I personally don’t sell courses because of two core reasons:
The first reason is that I’ve got people who email me or send Facebook messages asking me how do they grow their business online.
How do I overcome these digital challenges?….
How do I increase my traffic?…
How do I increase my leads?…
How do I generate more sales?…
And I’ve noticed there is a trend among all of these different questions, and instead of me spending all this time trying to reply with detailed answers and personalized responses.
I’ve even got e-learning brand platforms, executive advisory firms, and LinkedIn reaching out to me to share these lessons with entrepreneurs (in fact while I was uploading this post I received this from Skillshare):
Now that you know recording these videos so you can watch and learn exactly what you need to do, at the same time, with structure and add even more depth into the content so you can really personalize this for your business.
That’s the first reason.
The second reason quite frankly, is because it allows me to add value to you and it allows us to build a relationship.
I guess you could say the thing that I’m getting from you back by making these videos and posts is that it builds my brand and it also allows me to impact entrepreneurs just like you.
It also allows me to add more value, and it’s scalable as well.
I don’t have to personalize response to every single one.
You guys get to see the exact videos and roadmaps of how to do it.
They’re long, but it gives you step by step on how to do it, and you can’t BUY this information or the knowledge, the wisdom, the experience, not information, that I’m sharing with you today.
Along with all the other videos that are on YouTube and on the Digital Marketing University.
The Origin Story Of How All This Began…
Now if you don’t know my story, I wanna briefly share that with you so you have context and know who I am, especially if this is the first time you’re finding out about me and you haven’t seen Behind The Success 001 where I share my story:
In short, I originally came from Taiwan as a 1st generation immigrant to Vancouver, Canada (my hometown)
And my parents made a lot of sacrifices to bring me here.
We started from a poor to the middle-class background as we moved here, my parents separated, and my whole goal of starting and getting into business was to support my family and pay them back as much as I could.
Throughout that process I made a lot of mistakes, I started from negative, I got into tens of thousands of dollars of debt after my first 2 initial businesses had failed…
If you’ve ever had a business venture that failed after working full-time at jobs to fund it and even borrowing money on credit cards and spending years it can be a very devastating blow to who you are and your confidence the FIRST time…
But I had to start from the negative, had to deeply reflect on my own and with mentors to get to where I am today.
Then by the time I started my 3rd business which is SungDigital Strategy, I started doing five figures in my first year, then doing six figures, and then by the time I was 24 my business was generating seven figures in revenue and I’m still on the journey to building a 9 figure business (my next milestone).
Today I’m a digital strategic partner for multiple different companies in multiple different industries from financial all the way to the fitness industry, and we’ve been able to help these companies generate revenue growth of $100 MM every year.
Now I don’t share this with you to brag but so that you know where I’m coming from and my story and at the same time it’s possible for you to be even more successful with everything that I am teaching you on my website.
It comes from experience, it comes from principles, and also mistakes that I have made that cost a ton of money and a ton of time, that you can save by just reading this post.
So without further ado, let’s go into creating your first successful webinar.
Why Webinars Can Grow Your Business Online Like Nothing Else
Now webinars are a great way to be able to generate leads, turn those leads into sales in the shortest amount of time possible.
And the core fundamental reason why it’s so powerful if you think about it…
Is because the first problem we have to overcome with your target audience when they see your business online is they don’t know anything about you, they don’t like you, they don’t trust you (at least for now)
So how do we bridge the objections that they have, the skepticisms, that friction in between your target audience and your business, and getting them to put their hard earned money with you?
And one of the ways is using a webinar.
Now while webinars are powerful because they see you on the screen, you are educating them and you are adding value to them within a one to two-hour span.
It’s almost like you imagine you’re going to an event and you’re watching someone give a presentation onstage.
It establishes multiple different things.
And why do people do public speaking? They use it to build their businesses because it builds their authority.
When you see someone speaking onstage, you automatically assume that they are an authority or someone that’s respected in your industry.
The second thing it does is that they are adding value and they are educating you.
The third thing they do is they are building trust, they are sharing their story, they are influencing you on a conscious and subconscious level.
They are solving your problems and they are helping you achieve the results that you want.
They are using a lot of psychology, they are doing all these different things, and even more, to really build that trust with you as a person.
And when you do a webinar, it’s almost like you are speaking on a public stage, to your target audience, it’s something you are doing through a webinar online to reach global audiences.
That’s why it’s so powerful.
Let’s Get The Webinar Tech Questions Out Of The Way
Now obviously there are going to be a lot of tech questions here, I don’t want you to get overwhelmed by what platform you use, because that’s the wrong question to ask here because it doesn’t matter…
That’s why let’s get this out of the way I’m going to share with you the core platforms that I personally use and I’ve tested, that you can use them in your business.
The first one is called GoTo Webinar.
GoTo Webinar is one of the ones that’s been around for a long time, you can go on there, they are one of the most stable ones for LIVE webinars.
You can go there and you host those things.
Personally, I like it as well to host live webinars.
The second one you can use is called On24.
On24 is one of the ones that is more enterprise level which means more expensive and more sophisticated, but it’s an extremely solid platform.
LinkedIn uses it to be able to run their educational webinars.
The ones that I personally use is called WebinarJam or EverWebinar, because it allows me to run automated webinar to people at very different times so once I present it live once then we can duplicate it over and over again.
Now, this is a core principle and factor that you need to keep in mind in order for you to build that revenue that I was talking about, the seven to eight figures through the webinar.
It’s not going to be you doing a live webinar every single day, but once we have this process dialed in that one core webinar.
Let me give you a full rundown of this webinar process…
The ONLY Webinar Numbers That Matter
This is what we’ve found is that when 1,000 people register for the webinar (whether that be through organic traffic or paid traffic)…
We can get 500 to show up on the day of the webinar…
Then 10% of them to convert into actual buyers of your product or service at the price point (depending on the price your conversion could either be higher or lower, we’ve been able to get 10% conversion with a $2,497 to $3,497 product for a client)
Then we have a post-webinar + replay process that converts another 5-10% of those that didn’t buy at the time of the webinar.
When we do this live webinar once a week for about 3-4 weeks and the conversions are consistent.
Now we can automate the whole process.
We can turn it into an automated webinar and have it run at three times, three days ahead of when they see your registration:
- Tomorrow at 10 AM (audience local timezone)
- The Day After at 2 PM (audience local timezone)
- The Day After Tomorrow at 7 PM (audience local timezone)
This schedule will allow us to cover morning, afternoon, and evenings when an individual decides on what the best time is for them and it’s not scheduled too far out that they will forget about it…
…and people will forget and that’s why I’ll share with you a pre-webinar sequence so that it drives their desire and their need to attend sky high.
Then it’s going to be able to generate you sales every single day through that whole process that I’m about to go into.
The first thing that we should focus on is the foundation of your webinar.
What does the structure look like?
Let’s focus on that.
Now at the beginning what we wanna do, here’s the simple formula.
8-Figure Webinar Formula: The First 15 Minutes
At the start of the webinar in the first five to ten minutes what we wanna do is share with them these three core parts:
- The Expectations
- Who You Are
- Building Curiosity & Engagement
Setting the expectations looks like this (these are the slides you’ll be receiving at the end)
After we’ve set the expectation we want to tell your story.
How you got started into this business.
What are the values that are important to you (AND that matter to your target audience)
Why should your target audience pay attention to you?
Now this whole part rather than you rambling on the facts and all this stuff, you wanna make this story emotional.
You wanna tell your story, the ups, the downs, you wanna build that relationship and that connection with your target audience in the first five minutes.
That’s the most important thing.
You wanna build that emotional connection, you wanna start this whole process on the right foot.
Because if you get the intro wrong, then it sets the wrong pace for the rest of the webinar which results in people dropping out and then minimal sales.
So at the beginning, you want to make sure that your intro is very strong, it’s very solid, you lead with the emotion, you lead with your personal story.
The Only Two Things Your Audience Cares About
You should always be focused on the results that your target audience wants to achieve by overcoming there mental challenges/problems.
The reason why the target audience that knows about you doesn’t buy from you already is ALL about the mental obstacles.
They don’t trust you…
They don’t think if it’ll work…
They don’t think it’s worth their hard earned money…
They’ve been burned before and don’t want to experience it again…
We want to build up their problem so that they take action on this webinar because we as human beings only take action when one of two scenarios:
We are in a painful scenario or state and we want to get out of this situation…
We want to achieve a desired outcome and result…
You wanna tie this theme to your entire webinar.
Why This Isn’t For You
Another element that you can use to be able to effectively implement this, is showing who is this webinar for and who it’s not for.
And who are the people who are most successful at accomplishing the results that they want, and the people that are not successful at accomplishing the results they want?
So for example, going back to our fitness example, you can see that for people who this webinar is for is for people who believe that they wanna make a change.
They wanna make a shift right now.
They believe that they now know the key process that they need to be able to have to achieve the results that they want.
They understand the process that needs to happen in their own mind and also in their body and their day to day life that needs to make this shift.
Now people who this is not for you can go and say that this is for people that you believe it’s too much work.
You are thinking that’s too much time, it’s gonna cost too much money, to be able to achieve the results that you want.
Or at the same time, you can say, all this shattering and unacceptable beliefs that people have that don’t fit with your product or your service or what you’re teaching them on this webinar.
Why it’s so important to establish who this is for and who this is not for, is that once you have this, people will know that they are clearly aligned with what audience you are trying to attract.
The Community That Exists
You’re also showing what is the community that you are building around your product or service.
That’s extremely important.
What is the community that you are building?
What are values of this community?
Define that very clearly because you’re gonna increase the conversion rate if you do.
And you’re gonna increase your conversions because you have a clearly defined message, you clearly define emotions, the psychology, and everything that you are crafting throughout the webinar is targeting a specific person in your audience.
Now the second part of this webinar what we want to focus on is we wanna talk about the meat of the webinar.
We wanna share with your target audience the educational components.
You want to add value but also shift their beliefs.
Why You Don’t Want To Educate On Your Webinar But Focus On This Instead
Now one of the biggest mistakes here that most people make on the webinars, is they start educating and actually sharing with their target audience all of this long-winded superficial stuff.
What they REALLY care about, what your target audience wants and what you want to focus on…
Is you want to understand what are the existing challenges, what are the existing beliefs that you want to shatter and that you wanna shift and you wanna change in order for them to buy your product or your service.
What do I mean?
You wanna be able to get a fine balance between you educating them and at the same time, being able to shift their core beliefs so that they have an epiphany or breakthrough on your webinar.
This is the reaction you want them to have when they see/hear what you say (or at least get as close as possible to this)
So for example, let’s say you are in the fitness space and you have a fitness program and you want to sell to a fitness audience and help people lose weight.
The WRONG way to do this is in the webinar you can talk about, how you should do this exercise, you can eat clean, all of this stuff, and hit the gym or have a TON of discipline.
That’s what most webinars that want to drive revenue do WRONG.
If you just want to educate and not drive leads or sales then this post is still beneficial for you.
But what you actually want to do is find out what are the existing beliefs of your target audience and shift that in your presentation.
That’s the fundamental part of this that we are about to dive deeper into.
Shifting Your Audiences Core Beliefs
Because if your target audience does not have those mindsets, those beliefs shifted, they will not take their hard earned money and spend it with you.
I want you to read the above line again because it’s just that important.
Of course, you’re gonna have a balance between the value and also the belief-shifting.
But the belief-shifting should take priority over the education.
Also, the belief shifting is valuable to your target audience because the reason why they’re where there is because of their current mindset.
So in the fitness example, belief number one: most people think that you need to work out seven days a week, you need to hit the gym very aggressively to be able to lose weight, and have discipline and a lot of hard work.
You need a lot of willpower.
That’s the existing belief/assumption that they have.
How you would shatter that is you could say, actually don’t need to work out that much or even go to the gym.
You are able to, if you follow the right process, then you can be able to lose weight or build muscle direct at home with only 15 minutes a day.
You don’t need to work out that often or have the willpower or discipline.
How? By creating an environment in which you can thrive and by giving yourself a risk and reward with accountability partner you will get results.
Take Catherine for example…
Now that right there, where I just gave you an example of how you’re shattering their belief and backing it up with proof and testimonials.
Then re-building their belief with your new value/process with proof points is what we want to do.
Most people believe that they need to work out every single day, they need to use their willpower, and all this stuff, it’s a lot of friction, right?
Which is why most people don’t lose weight or build muscle.
Because there is so much work to do.
But you shatter that belief, you say that it actually doesn’t take a lot of work or willpower.
It takes the right work, the right process, to be able to be successful with their fitness and also their diet.
So that’s one belief.
Another example just for good measure is in my webinar where I’m teaching the 3 digital strategies that have helped my clients generate $100 MM in revenue.
One of the beliefs that I shift is the fact that most businesses think that they need years or months to build up your traffic and if they do digital advertising they need to spend a TON of money just to get started (assuming entrepreneurs even know where to begin)
The reality is you actually don’t need years (or even months) to build up traffic and spending a TON of money is equivalent to you burning dollars because you don’t have the right process.
I don’t have time to go into it here but if you want to discover this process for increasing traffic and two other strategies that you can go here:
Now, what are…
8-Figure Webinar Formula: The Next 30 Minutes – The Three To Five Core Beliefs You’re Shifting?
You wanna have, on average, three to five beliefs that you’re shifting for your target audience and re-building on this webinar.
I’d say start with three core ones in the template you’ll receive at the end:
And also giving them the value and the education after you share the belief and shatter that, and shift it along the way.
So going back to the fitness example, people think that you need to work out a lot, that you need to have all these different things, but you tell them you need to follow the right process.
And the second thing that you could do is that people think that they need to eat extremely clean.
You know, no carbs, they need to eat like no fats, they need to eat like no oily foods, no McDonalds, no chips, no snacks, all this stuff that most people they like to eat.
And what you could say is, you don’t need to stop eating those.
You can eat those in moderate amounts and still achieve your goals.
And then you educate and add value and share with them what it is.
Then we want to show valid proof that what you’re saying is true by building that real-world application with an actual testimonial from an existing customer/client.
Here is an iron rule that I’ve discovered in life and marketing I always remember that you should keep in mind or take note:
“Whatever you say to people they don’t believe, what people hear from people like them they may believe, and what people tell themselves they always believe.”
That’s why we want to leverage your target audience testimonials and words that they say about you to your target audience to build trust and add more power to your proof points.
Now to enable the third tier of having people tell themselves is always true we want to build that engagement, interaction, and conversation throughout the webinar as you’re presenting.
Every 5 minutes, you should always ask your audience a question related to what you’re sharing with them, so statements like:
- Don’t you think that’s great?
- Have you also found this to be true in your life?
- Don’t you agree?
- Why do you think this is important?
- Have you ever experienced this before?
We want this to be in a singular question because keep in mind you aren’t speaking to a group of people but an individual person. This is extremely powerful.
Then ideally we want short yes/no answers so that they can say or think to themselves the answer which allows us to tap into the final iron rule:
“Whatever you say to people they don’t believe, what people hear from people like them they may believe, and what people tell themselves they always believe.”
So whatever it is, you want to define what are the beliefs?
What are the challenges related to those beliefs that your target audience already has in their mind?
And how can you shift it and be able to tie that with your process, your product/service?
Because as soon as you start making that shift, people will start believing in what it is that you value.
The State Of Flux Your Audience Must Be In
On this webinar they’re in a state of flux and adopting the beliefs and principles you’re enabling them to process in their mind.
We are getting their mind primed for your business and for when it’s time to buy your product or service so that they can actually get results with what you’re sharing with them.
And when you make that shift it becomes so much easier to be able to influence them (in the right way) because you want to lead them in the right direction for success in overcoming their challenges.
Now the third core element that you must have in your webinar to make sure it converts extremely high and generates that revenue for you and build your audience is…
You want to make sure that you have three core video testimonials that are related to your target audience about the product or service that you have and you are trying to get them to buy.
And share their experience from before and after
In more depth, you want a list of the testimonials to answer these core questions:
- What problem/challenges/struggles did you have?
- How was it at that time and how did they feel?
- If they didn’t do anything, what would life have been like?
- What do results and life look like now after experiencing our product/service?
- What was your main concern that would have prevented you from buying this, and what put your fears to rest?
- What would you say to someone that’s considering us?
- If you were to pick three values that are the most important to you that we’ve fulfilled and why are they important?
You won’t have three of the best testimonials that you have of your clients or your customers.
Have them talk about how great your product or service (never try to convince the audience of the webinar, use your stories and social proof)
How it changed their life? How it solved their problems? How they got better results with your product or service? Why did they decide to buy from you and NOT their competitor or alternative product/services?
You want to seed this in the webinar.
You want to include that throughout the webinar right after you present your main belief/value points.
Usually what you wanna do is you want to include that right in the first ten minutes then in the next 25 to 30 minutes, and you want to include that at the end, 40 to 50 minutes if you’ve only got 3 main points to cover. (but if you’ve got more then that’s fine as well.)
Why Evoking Emotions Are Important
Now let’s go into the vital essence of this webinar…
What emotions do we want our target audience to FEEL?
Inspiration… Happiness… Sadness… Fear… Anticipation… Love… Trust…
As your target audience is watching your webinar you want them to be between fear and inspiration, in between these two states.
Because when they feel those emotions then they use logic in their mind to think:
“Yes, I can do this.”
“That was a breakthrough for me.”
“I didn’t even think about that.”
“I hate my current situation and I want to make a change today.”
How do we make them feel this?
This goes into the slides… what you say… how you say it… the testimonials you use… the beliefs that you’re shifting… the value and belief you’re shifting…
If you get nothing else from this walkthrough then what you just read is by far the most important principle of this webinar.
Now before we go into the next structure, the most important part of this conversion process where you start asking for the money and you start going and converting them into an actual customer.
Once you’ve given them the intro, you’re seeding them with your testimonials, you have the structure, you’re defining the community and target audience, and you’re shifted their core behaviors/beliefs, what’s the core conversion process?
8-Figure Webinar Formula: The Final 30 Minutes – The Webinar Conversion Process From Leads To Lifelong Customers
Next thing to do to be able to convert them into an actual customer or a client of yours.
Now the first thing that you can do is called the stack, or the build up.
What you wanna do here is you wanna really build up the value of your product or your service before you present the pricing of your main product.
And usually, on a webinar sales process, you want to give them a special irresistible compelling offer that it would be a no-brainer for them to buy.
How you do that is you could say for example whatever product you have, product A, you want to define the product that you have and then you want to add bonuses along with that.
Your Webinar Exclusive Bonuses
You want to add the top three bonuses that are really going to make the difference that is going to add them to the line.
For example, if you have a fitness program, you have your core fitness program, you put a value beside it.
Let’s say it’s $1,497.
You have the core fitness program, and then you show them the bonus that they get.
The first bonus is a personalized training session with you where they jump on the phone with you for three months and you are able to walk them through the exact process for them to lose weight.
You’re there for them, you hold their hand, you answer their questions, that’s one of the bonuses that they get only, exclusively, on the webinar.
The second bonus you can give is, let’s say, a detailed personalized meal plan that they are gonna be able to use on their mobile app and they can see their nutrition diets, you can see the diet that they are eating, the food they are eating, the calories and all this stuff.
They don’t need to worry about calculating all these things, they just plug it in, they build it in their app, and then they can get it, and they can get access because they are on this webinar but normally it costs them $1,000 a year.
The third bonus let’s say you can give a special bundle with a shaker bottle/protein shake/supplements that they need to have for the first three months.
Building Up The Real World Value
Using the fitness example, your webinar special is a core fitness program + mobile app that calculates everything for them, they don’t need to worry about the numbers + you do a personalized session that walks them through everything they need to do…
Hand hold them along the way + you give out special bonuses and also at the same time, everything they need protein shakes, diets, all the food they need to eat, all that stuff, you include that, all that adds to the compelling webinar offer.
Once you build this up you associate the value for each one, let’s say you build up to a total value of $5,000.
Whatever it is, you want to make sure the value is huge.
And each of your bonuses makes your core offer stronger and it solves more problems and it helps them achieve their results faster.
That’s what you want to do with the bonuses.
You want to make sure that they accelerate the results and solve their problems and make your offer so much more irresistible.
The rule of thumb that you want to have for your bonuses is that you want them to look at the bonus and be like, I want to buy this just for the bonuses alone.
I don’t care about the core program I just want the bonuses.
That’s the rule of thumb that you wanna have, are your webinar bonuses so compelling that they want to get it just for that?
So once you have that, you consolidate it.
Once you’ve built it up, then we go into the next part.
How To Make This A No-Brainer To Buy Now
The next core thing you want to go into is your compelling offer.
This is how it would look like:
Now once you’ve built up the value, it’s extremely high, people are thinking, “Oh my god, this is insane.”
Then when it comes time to present your special and they see the value being $5,000.
And your program is $1,497.
Then you’re employing the principle of contrast comparison.
When they see the value you’ve built up, understand how valuable it is (they have to believe it) and then it moves them to take action.
Essentially it’s like they’re buying money at a discount, they’re thinking “I can invest $1,497 to get $5,000, that’s a no-brainer.”
You want to make sure that the value that you built up before, in the build-up, is extremely high, and then when you show them the actual price, it’s disproportionately lower than what you’ve built up.
That’s the first element.
The Vital Element To Start A Buying Frenzy
The second element you want to do is that you want to make sure you introduce scarcity and you introduce urgency in the offer period.
So for example, you can make it exclusive for only # people that you are accepting just for this webinar alone, just for this month, or just for this week.
So you can make it with some authenticity when you are making the offer.
At the same time, you build urgency saying that this is only available for the next 15 to 20 minutes on this webinar, for # people.
Those two elements must be there to be able to increase the conversions on the webinar.
Why Contrast Comparison Is Vital
The next thing you wanna do is you wanna offer two specific prices for the people that are on the webinar.
The first pricing is, you want to have your full pricing, whatever that is, let’s say, for example, it’s a $1,497 product for that fitness one, and then you want to give them a payment plan.
You want to make it easier for people to buy that product or the services that you have, and you give them a payment plan, you can do a payment plan of three monthly payments for $547.
So that way you’re able to build up, it’s usually $200 to $300 more, or $500 more, than if they paid the full price.
The way that you do this, again, is that principle that I call contrast-comparison.
Now contrast-comparison you’re doing this, when you do the build-up to the value they are seeing that it’s $1,497 of value, real-world actual value, and then they are seeing the price.
So to them, they don’t even need to justify the price because what they are going to pay is disproportionately lower than the value that they are receiving.
Making The Financial Commitment
The second thing that you are doing is that you are also doing this through the payment plan.
Making them buy the full payment because it’s better for cash flow when you get the full payment right up front.
Versus when people buy the payment plan, some people might cancel and not complete their full payment and that goes into the churn.
So how do we get the full payment on payment plans if we’ve got people that cancel or don’t fulfill on their payment promises?
We want to use companies like Affirm which burdens your payment plans for you while you get paid in full and you don’t have to deal with the headache of refunds and chargebacks on payment plans and focus on providing a better customer experience and conversion on the webinar.
Another option is Afterpay which is more focused on e-commerce but can also be a great solution.
There are two solutions that are going to be very important as you run your webinars at the scale which are chargebacks/refunds.
The two ways we can deal with this is we want to make sure we have multiple payment processing merchants, here are a few that our clients use to process millions a month:
How To Take All The Risk Away From Your Audience
Now the next element that you wanna have to make this a super compelling offer is a risk reversal.
A risk reversal is one of the most powerful principles you can put in place.
Regardless of even if you are using a webinar.
But in this case in the webinar, when you do a risk reversal, the most typical one is a 30-day money back guarantee.
And that is one of the things that you can do when they buy, they have 30 days to use the bonuses, they can go through the course, and if they don’t like it, they can email you, no questions asked, and get the money back.
That’s one of the simple ways to do it.
Another way you can do it is a results guarantee.
In the fitness case, guarantee they are gonna lose weight, let’s say, five to 10 pounds in the first three to six months but they have to show that they’re following process and steps you’ve laid out in your program.
For a result guarantee it has to be something that you know is achievable.
Something that you know is doable, but you set that bar for them, you set that expectation.
That’s one of the ways that you can do it too.
Another way you can do it is you can do a bonus guarantee.
If they don’t like the course at the end of the day you can keep the bonuses, but they have to give back access to the course.
This way you are almost like a give and take a little bit.
So these three are core ways you can do it, results guarantee, a typical money back guarantee with a time limit on it or bonus guarantee on the bonuses that they can keep.
The Most Important Part Of The Webinar
Now once you introduce this compelling offer, and they are seeing those prices on the screen and they are seeing the timer counting down until the end of the webinar.
They are seeing the specific amount of people that can sign up for the product or the service along with the risk reversal on that page.
That one single slide, now what we want to do is we want to transition into the top three closes on the webinar.
So as part of the process, you want to be able through these three closes to really push people off the fence.
There’s gonna be people who are gonna buy right away as soon as you present the offer.
But there’s also gonna be a LOT of people that are gonna be on the fence and they are gonna have doubts and they’re gonna have skepticisms, and that’s how we are going to address them in the next two core main parts of this structured webinar.
The Webinar Trinity Closes
The first part is, we want to use the webinar close of, “If all this did for you was… would it be worth it?”
That’s the close.
So essentially on that slide, you want to show, “If all this did for you was… would it be worth it?” and you wanna show the results or the biggest problems they want to solve.
“If all this did for you…”, let’s say, on the fitness example.
“If all this did for you helped you “lose five to 10 pounds in the next two to three months, “would it be worth it?”
“If all this did for you was helped you live a healthier, “active lifestyle and have a ton more energy, “would it be worth it?”
“If all this did for you was finally not having to worry or care about what other people thought about your body and gave you your confidence back, would it be worth it?”
Those are the things that you want to present, these statements and they are questions, to move them off the fence.
You want to focus on the results and also the challenges that they want to overcome.
That’s the first thing.
The Two Roads That They Must Walk On
The second thing you do is Two Roads.
I love this one, this is the one where you show them what happens if they go down the road with you, and they buy the product or service, what does reality become for them?
You wanna paint that picture for them.
What are the results they can expect, what is the community that they are about to join, and what is the product and service that they are going to get?
You want to paint that journey of what that’s gonna look like.
How if they buy on this exclusive webinar your product or service that it’ll save them time and money and they can finally live the life they’ve always wanted.
Or, the second option is, they walk down this road alone, they don’t buy the product or service, they jump off this webinar, aren’t with you, and then they just go back to their day to day lives and in three to six months later or a year later, they decide that they want to jump back to you.
They wasted so much time, they wasted so much money, they wasted their opportunity that they’ll never get back.
So you wanna paint that picture where negative if they don’t take action today.
You’re also challenging them, they are going back to basically having no change in their life.
So the “Two Roads” one’s the second close.
They Will NEVER Get This Back
The third one webinar close is showing them that the money they are paying for your product or service, they get back, but the time, if they don’t buy, is something that they’ll never get back.
You want to show them that they can always regain the money, but they can never get the time back if they don’t spend the money with you.
Or even if they do spend the money, that time that’s invested in your product or service, they’ll exponentially increase the results that they achieve.
So those are three core closes that you must include in your webinar.
Now the second core main part of this webinar is we have to do a Q&A.
Finally, we wrap up with a Q&A which is gonna be 15 or 20 minutes long…
You might have a tendency to relax here but stay focused because the real selling process is at the most important stage during the Q&A…
You want to address an answer to your buyers’ objections, answer their questions, answer the challenges that they have, why they aren’t moving forward, and what you’re gonna find when you do this the first few times there is gonna be a consistency of questions that people are gonna ask.
The Four Main Objections Of Why They Don’t Buy
I’m gonna give you four of them right now.
The first question people are gonna ask is time.
What’s the time that it’s gonna take for me to get results once I buy your product/service?
How much time do I have to put in to achieve these results?
What’s the time like for me to be able to get started on the course?
Time is one of the core questions that people have and core objections?
The second one is money.
Money is always a thing.
I don’t have the money… I can’t afford it… Is this really the right way for me to spend the money right now?
People always have the money objection no matter what it is.
The third doubt people have is belief.
There are two types of beliefs.
The first belief is believing in themselves, that they can achieve success and overcome the challenges with your product or your service, the second belief they have is in your product or service.
They don’t know if you’re the right product/service for them.
Which is why testimonials, video testimonials, sharing your community results is so important.
When you can address these four things and you are also able to add more into this, there are gonna be personalized objections as well, for your target audience, you want to narrow core objections and you always answer them in the webinar.
Especially if you are doing a live webinar because as you do these you’ll notice the trend or objections that are particular to your industry and it’ll prepare you to record that one final webinar that’s going to make it an automated process for you.
Our Webinar Journey Ends Here…
For now, you know the intro you wanna share your story, you wanna talk about why your audience should listen to you, what are your values?
You spread your video testimonials throughout the main parts of your webinar…
You lead in with the belief shifting and the value added, every single part, three to five core shifts that your target audience needs to have…
You go into the build-up where you add the value up and you show and into the compelling offer and you lead in with the risk reversal…
The scarcity, urgency, all these sorts of things, and then you go into your Q&A, and then you need to wrap up the webinar.
That’s the core structure of the eight-figure webinar.
Now what you can do as promised, here is the Google Slide template for you to get access to, to implement this eight-figure webinar, make it easier for you, easier for your team to implement this, and also all the nuances, the principles.
[The 8 Figure Webinar Slide Template]
Check back here for new posts to accelerate and amplify your success on:
- 7 core dials of a high converting webinar that’s built on the conversion principles, and also real-life practices that it takes to build even more successful webinar.
- 8 Figure Webinar Automation Process
- 8 Figure Webinar Digital Ads Process to Amplify And Scale
And this post is also going to be updated in the next few weeks so make sure you request an invite so that we can update you when those posts become available.
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