318 – Structuring a Sales Webinar: Tom talks Sales Webinars

Episode 318 – Sales Webinars
[00:00:09] Welcome to Screw the Commute, the entrepreneurial podcast dedicated to getting you out of the car and into the money with your host, lifelong entrepreneur and multimillionaire Tom Antion.

[00:00:24] Hey, everybody it's Tom here with episode three hundred and eighteen, screw the podcast.

[00:00:29] I've made a ton of money with sales webinars. These are free webinars where there's something for sale at the end. And then I've played the replays for years on many of them. Now, today I'm going to give you the structure so you have the best chance of making a high percentage of sales. Of course, you have to fill in your products and services of what you're going to sell.

[00:00:54] And I'm going to do this a little bit backwards.

[00:00:56] I'm going to give you the sales structure first, and then I'm going to give you some general things to do to get ready for your sales webinars. I hope you didn't miss Episode 317. That was Jim Solomon, guy who was a colonel in the Army, been in business for a long time. He's going to show you what's the difference between we and me when it comes to leadership. He's going to tell you that on Episode 317 in case you missed it.

[00:01:23] How would you like to hear your own voice here on Screw the Commute? Well, let's hear what faithful listener Andrew Darlow had to say about it.

[00:01:31] Hi, my name is Andrew Darlow. I'm a photographer and digital imaging coach based in the New York City area. I've been listening to this group, the podcast, since it started hundreds of episodes ago. And I'm also a mentee in one of Tom's programs. The podcast has helped me in so many ways from learning how to be a better public speaker, to how to make and market my videos better, to how to get free publicity on radio, TV and other media. There are also many fantastic episodes with interviews between Tom and people from all walks of life. Their perspectives and life lessons have helped me in my business and my personal life, and I plan to be a listener for as long as Tom Antion decides to rock the mike to find out more about what I do.

[00:02:15] I invite you to visit AndrewDarlow.com. I spell my last name Darlow. Thanks so much, Tom.

[00:02:25] Thanks, Andrew. And for the rest of you, if the shows helped you out at all in your business or giving me ideas to help you start a business, we want to hear about it, visit, screwthecommute.com and look for a little blue sidebar that says send a voice mail, click on it, talking into your phone or computer. Tell me how the shows helped you and also put your website on there so I can give you a big shout out in your own voice.

[00:02:51] I make sure you grab a copy of our Freebie Automation eBook. This is the way I automate my business to save me millions of keystrokes and lets me do things lightning fast. So check that out at screwthecommiute.com/automatefree. You can download it. We sell it for 27 bucks, but it is free for listening to screw the commute. And while you're at it, grab a copy of our podcast app at screwthecommmute.com/app, where we give you complete instructions on how to use all the fancy features so you can take us with you on the road. All right, everybody still freaking out about this pandemic and they don't know if school is going to start and all that kind of stuff. So I want to get you out of those worries, whether school starts or not. OK, I want you to have the resources to hire private tutors if you want to do everything at home and still have your kids get a great education, even if they're young. So that would be on you to bring bring in money without having to go to work. If the kids are old enough, you got to get them thinking about their own business. And so they don't have to be susceptible to these bad things happening in the workforce. And that's what we teach at my school. IMTCVA.org, the Internet Marketing Training Center of Virginia. Now, you don't have to go to Virginia, that's the beauty of this, you can learn skills that are in super high demand and really be making money in a few months, even before you graduate. So this is the new wave of the future. These colleges have been ripping you off for years and they're starting to go under and they're going to be begging for federal funds. So you're going to pay your tax dollars to support all these people. All they do is teach you how to protest.

[00:04:42] So check out IMTCVA.org And it'll be in the show notes and you can call me about your future or your kid's future on the Web. Plus makes a great legacy gift for your grandchildren, nephews, nieces or your children.

[00:04:57] All right, let's get to the main event, sales webinars.

[00:05:00] Let's get started with the structure where you got to have a good title so people know they're going to spend their time on something that's worthwhile and they look forward to it with anticipation.

[00:05:13] Doesn't have to be cute, but it must convince them to take time out of their day to unlike podcasts right now, you could be doing something else. I mean, for a webinar, people pretty much have to sit down and concentrate on the screen while listening. You've got to make the title good enough. They will weigh your webinar against all the other things competing for their time. Like I said, it doesn't have to be fancy. Here's one that I just did.

[00:05:42] Podcasting 901, the fast track to creating marketing and monetizing a quality podcast. See, this simple title had about a 60 percent show up rate, which is way above average show up rate is the number of people who actually show up live for the webinar as compared to the number of people who registered. So if 100 people registered and 60 showed up, that would be a 60 percent show up rate. Average is about 30 percent. And I consistently get 50 to 70 percent. And on several occasions I've got 90 percent, which is kind of unheard of. The people that actually show up are the most gung ho on that topic and more likely to buy. So it behooves you to do whatever you can to get them to show up for the live event. One technique I use is to give away valuable digital products for those that show up five minutes early. They're not available to those that show up late or don't show up at all and wait for the replay. I've got an entire book on the topic of getting people to show up for webinars, so email me at orders@Antion.com. If you want to get yourself a copy, I'll send you the link. OK, now that you've got a good title. Then I do a canned introduction, I'm going to do mine for you right now, I write it out, I simply read it with enthusiasm, don't make it too long and make sure you're good at reading. That doesn't sound like you're reading, just like I'm doing now.

[00:07:21] Ok, so here's my welcome to the virtual studios of Antion Associates. I'm Tom Antion and I'll be your host for this event. I'm broadcasting, as always, from the great Internet Marketing Retreat Center in Virginia Beach, Virginia, where for now going on 19 years, people have been coming in from all over the world to study Internet marketing in the lap of luxury. Today, I'll be teaching you five critical copywriting techniques that can transform your business. Now write this down, TomAntionwebinars.com.

[00:07:57] This is where you'll find replays of all my popular webinars. All right, that's my candid introduction, so then I do a teaser to keep them on longer.

[00:08:08] Here it is. Now, for those of you that hang in there to the end, I'm going to have three super duper copywriting techniques. All right, let's get going.

[00:08:18] All right, that's my candid introduction with just a minor change of what they're going to learn, and I almost always give them a teaser to something that's going to happen clear at the end to get him to stay on.

[00:08:30] Now, let me break down that intro. I want you to notice that I said I'll be your host for this event. When I first started doing these, I said. If it was in the evening, I would say I'll be your host this evening. Well, you don't want to do that, you have to look forward to the replays that are going to make you a lot of money, first of all. I never pretend a replay is live.

[00:08:58] All right, but if people get caught up in the excitement of the replay and feel it's live, well, that's OK with me. And I don't want to do things that will ruin that excitement. They may be listening at two p.m. in the afternoon. And they just heard me say this evening, well, that's a disconnect for that. Also, be careful mentioning current events, your webinar may play in replays for many years, I think I have some playing now for seven years.

[00:09:29] Ok, it will sound stupid if you mention something like the Olympics. That was several years prior to when the person is listening. Also, avoid talking about how cold or hot it is outside. It may be winter when you recorded it and they're listening in the summer doesn't make sense.

[00:09:50] Now, you can then make any current announcements right after your canned introduction, but then you edit that out of the long term replay so it doesn't sound stupid. And I have got to admit, I've I've made mistakes on this stuff and it hasn't killed me. But you always want to try to keep the things so it sounds current. Next, I tell them how to interact with me. You have to be ready for this, too, when it comes to replays. Currently, I do the live event on GoToWebinar, which has a dashboard on the side of the screen. The live attendees need to know how to work that dashboard during the live event.

[00:10:32] But the replay people go through another system and they will put questions underneath the PowerPoint slides, so I might say something like this.

[00:10:44] Some of you will have a dashboard on the right hand side of the screen, and that's how you'll ask questions and some of you will have a question box under the slides, and that's where you will ask questions.

[00:10:57] Say so that way. I'm getting ready, even though all the people on the live event are going to have the dashboard, the replay, people won't. So I'm setting them up for that. But it doesn't sound I didn't even in that case, I didn't even say is you listening to the replay?

[00:11:13] I just said somebody else will have a different system to watch it with questions under the slides. Overall, what I'm trying to do is do the live event. You'll see why in a minute.

[00:11:26] And then be ready for the replay so that they make sense and keep selling for possibly years to come.

[00:11:33] And like I said, I mess this up once in a while and I say tonight accidentally. But for the most part, I keep the people focused on the content and not wondering why I'm talking about all the snow in the middle of summer. All right. When they're listen to the replay. Now, the reason I do the live event, rather than just record a webinar and play it over and over, is that I want to get the live interaction recorded. I want to read comments that lend to social proof that I'm a good guy to deal with. Maybe I ask everyone, hey, is that a fair deal? And they start commenting things like, yep, that's fair. Tom you're always fair, totally fair. And and I read many of those comments out loud. I don't read all of them because there's usually too many and they are flying by. And the question box, which I also say something like, wow, they're flying by too fast, but thanks everybody for those kind words. So, yeah, I'm getting all that social proof right off the bat that I'm a good guy. I got good products, you know, all that stuff.

[00:12:42] If you just record one on your own, you just have to make it up. It'll sound totally made up.

[00:12:47] Now, near the end when I'm selling, I may ask, how long have you been doing business with me? Sometimes I get twenty four years. Eight years, ten years, three years. But then I might get some. Just met you or just got on your email list. Well, here's what that question does and what I might say when maybe talking about a guarantee, I might say, hey folks, I'm not going to disappear on you. I've been around a long time. If you want your guarantee, here it is. I'm not going anywhere. Put in your question box, how long you've been doing business with me. And then I read them off primarily for the benefit of the people that never heard of me. They're thinking, wow, that many people have known Tom for years.

[00:13:33] That can't be all shills.

[00:13:36] Now, you might not have this at the beginning, but these are things you want to shoot for an ad as you do more webinars in the future. So that's what I why I do the live event to get all the comments and live engagement that make people want to keep listening and participating even on the replays. Now, one thing I won't do that many webinar services do is display fake attendance figures to me, this will ruin your credibility when people find out you're using fake devices to influence them. I never want that reputation.

[00:14:12] Now, before I go too far into the other parts of the sales webinar structure, I want to tell you how to make money before the webinar even starts. How about that? Now, I don't always do this, but it is made lots of money over the years. See, when someone registers for the webinar, they get a confirmation page and a confirmation email. Now you can have that page be a sales letter for another product. On some seminars, I've made a couple thousand dollars before the main webinar even started, so I just wanted you to know about that.

[00:14:50] All right, the next element of the structure is a deal I make with the attendees to be totally transparent about something that is for sale at the end.

[00:15:01] So you get that off the table early, rather than having people wondering throughout the webinar or when's he going to pitch something, you know, that that kind of stuff. So they're not thinking about what you're talking about. They know right off the bat at the beginning, I'm going to try to sell something at the end and they know what it's even going to be. I show it to I read one of these things that I say near the beginning to exactly as it's on my slide during the webinar. Here it is.

[00:15:30] And I call it our sponsor.

[00:15:35] Most of you know the plan, I got an enormous reputation for giving great value, and I'll never let you down on that, but you can be darn sure I'm going to offer you something later to buy, but only after I totally deliver on my promise to show you how to create and distribute a quality podcast fast.

[00:15:55] So if I deliver on my promise, how about you promise to at least listen to what I have to offer? Is that fair? And then I get all these fair comments and I read them out loud to I actually use the fair concept all over the place in my business dealings, in my speeches, and I am fair. And that's been a long reputation for me. That brings in a lot of business. People know they're going to get a fair deal when they deal with me.

[00:16:21] Now, the next part of the structure is to give brief credentials that relate to the topic, and you can see examples of this when you watch some of my webinars at TomAntionwebinars.com.

[00:16:35] And I think I either invented this method or I refined it. I don't know which, but I had something to do with it. It's a polling method designed to prove that I did what I promised and since I did what I promised, the people promised earlier to listen to my offer. So I do a poll designed to get people to say no in large numbers, and I also make it funny and that's where my refinements come in. So here's an example.

[00:17:07] So I say, let's have a poll and then the poll question pops up, here it is, how many of you know all the details of how to implement five critical copywriting techniques?

[00:17:20] And the answers are yes, no.

[00:17:23] And only if the copyrighting fairy taught me how to do it. So there's the I always put a third when it's funny. I usually get over 95 percent knows when I and when I combine the nose with the funny one, it's sometimes it's 98 or 100 percent. No, which is what I want. I want them to admit up front they don't know this topic.

[00:17:49] Ok, and then you go ahead and teach the whole midsection is teaching what you're going to teach. Now, after that large section of teaching, I do another poll that changes to get as many of the attendees as possible to say yes. So here's the next poll, the second poll question.

[00:18:10] Now, do you know all the details of how to implement five critical copywriting techniques, answers, yes, no, and then the copyrighting fairy would get a hernia lift and all the things I know about copy.

[00:18:26] All right. And then I show the poll results and I get it at least 90 percent all the time, sometimes 98 percent people saying yes.

[00:18:38] So it's total proof given by the attendees themselves that I kept my part of the bargain. All right, here's then what I what I say, wow, look at that, I guess I did my duty and did what I promised, right. Put it in your question box if you think I did my duty.

[00:18:59] And of course, I read tons of the comments, including the funny ones, people come up with all kinds of funny stuff and one of them was Tom, you're a real fairy and you're the real deal fairy.

[00:19:15] Then I say, well, we had a deal, I gave you great content that I promised and you promised to listen to my offer.

[00:19:24] Then to keep them engaged, I make sure they know there's something in it for them to listen to my offer. I tell them how I'm going to keep teaching and throwing in great tips while I tell them about the offer. This keeps people hanging in there. Plus, I remind them about the three super tips for those that hang in there till the end.

[00:19:48] Then I go, then, you know, you go through your offer, I go through my offer, make sure during the offer, when you tell them what's included, you find excuses to teach another point related to something in your offer. Make sure you do this several times throughout the offer because you promise to keep teaching through the offer. Right? If you break that promise, then they don't trust you right at the point where they're supposed to buy. All right. Then you reveal the price and the payment methods and the guarantees and and the bonuses and you recap everything that they get and all that stuff. So that's part of the structure. I'm not going to go into all I mean, if I did closing techniques, it would take three episodes to go through all the potential closing techniques. But that's where you go for the money. Then you offer to stay on for question and answer, and again, you teach them about the super tips at the end, and as long as they're buying, you keep talking, OK? You should have some questions that people should have asked that you can bring up. If you aren't getting lots of questions, just make sure you continue to teach throughout the question and answer session. Just keep adding on value every few minutes so people know that you are a giver, you're a great person to deal with. And of course, all this time, your purchase link is being displayed on the screen. Then you go for the three super tips now I always give six, I tell them threes coming and then I give them six, which again is saying, look, I'm going to give you more than you ever expected.

[00:21:27] When you deal with me, say, all right, so that's the structure. Now, before I get into some of the things you want to do to consider before you even start out. Let me tell you about my mentor program, it's the longest running most.

[00:21:43] Successful, most unique ever anywhere on the earth in this topic, I triple dog dare you to find anybody, big name or little name. I don't care who it is that put their program directly against mine. I will blow them into the rock they crawled out from. Okay, so. So there is no question about it. It's it's running over 20 years. Seventeen hundred students, no lawsuits, no refunds, no charge, nobody chasing me around. That doesn't mean everybody was successful because you got to do the work. All right. There's no question about that. But unique in that you come to the retreat center, you have an immersion weekend here where you actually live in the house with me. This is, of course, when the pandemic's done. We have a TV studio where we shoot video with you. We teach you all about video, all the nuts and bolts. It's very customized. That's the only thing that's group. It's only five people or so. The rest of the thing that makes it unique is it's all one on one. Nobody at my level. We even talk to you, try to get a hold of somebody that you've heard their name like, possibly heard mine and see if you can talk to them.

[00:22:57] That's a big joke. They'll never you'll never get to them. That's different with us, that's what sets us apart, everybody here, including myself, when you're in my program, you get one on one training, we take over your screen, we show you where to click. We do, you know, hold your hand through stuff. Sometimes if it's too something too technical, we just do it for you, you know? So you have this access for at least a year. And then my success is tied to your success. A lot of these people are charging 50 or 100 grand up front. And I know a lot of these people, they would you give him 100 grand up front. You'd be chasing him in Mexico to try to find them because they take off on you. They wouldn't teach it. Say so. Not here. My take my deal is you pay an entry fee and then a percentage of profits that's capped. So you're not stuck with me forever.

[00:23:50] And currently and it's been this way for 20 years, 50 is 50000. And for me to get my fifty thousand, you have to make 200000 profit. That's net. That's not gross. Say so. It's all fair. There's my fairness coming back again. Say so. It's the most unique, most successful ever and long lasting. These people come and go all the time, but I've been here for a long time and will be here for a long time. So check that out at greatInternetmarketingtraining.com, and it also includes a scholarship to my school, which you can gift to someone or use it yourself. And we've had people gift it to their kids. And the kids started making a full time living within a couple of months. So so a very, very powerful.

[00:24:36] Ok, so check that out at greatInternetmarketingtraining.com and give me a call. No machine gun, high pressure here. I'll tell you what I can do for you. All right. So let's get into some of the things you want to consider before you roll out your sales webinar.

[00:24:52] Well, it's a webinar. You need to make it visual.

[00:24:56] Yeah, you can have slides with just text on them, too, but adding appropriate photos and graphics keep people more attentive. I use a place called pexels.com and a paid service called clipart.com, just millions of pieces of clipart that I can pop in where needed. And a lot of times I take pictures of myself and put them in there. I don't want any copyright infringement lawsuit, so make sure you don't put anything in there that's copyrighted. Now, if you can't do it yourself, have someone make a title slide and a slide master that you can use over and over again for different webinars by just changing the words in the content. You'll see mine when you watch any of my webinars. I've been using the same one since I started. That's at TomAntionwebinars.com. I'm all about making money. So mine has a money theme now. You know, somebody else made it for me. I have no idea how they did it. I don't care. I've been using it for years. I start collecting testimonials from people about the product you're selling now. If it's a brand new product, try to get testimonials about how great your stuff is and how wonderful you are. You can substitute later testimonials for the new product after you get some.

[00:26:16] This is all social proof that you're a good person to deal with in this product is valuable.

[00:26:23] Now, the next thing is I want you to consider the angle you're going to take when presenting your webinar, and here's an example of the decision I made on my very popular copywriting webinar.

[00:26:37] I'll have a link to that in the show. Notes for you. But that copywriting is the number one skill in my entire 44 year business career and even since I was 10 years old writing fliers.

[00:26:47] What I did is I identified about 31 different copywriting elements that go into a sales letter like headlines, subheadings, bonuses, Zagarnik technique, guarantees, cost comparisons and a bunch of other. Now, there was two angles I could have taken, I could have taught a little bit about all thirty one elements and told the attendees each element had a lot more details. That is in my course or and this is the one I chose. I could have picked several of the elements and taught everything I know about those elements. And then I told them there were thirty one elements in all they needed to know about to be successful. Oh, this is what I chose. I went deep into five elements so they would have something they could use immediately. And I told them about the other twenty six elements that they needed to learn about. And then I sold my course.

[00:27:50] So my angle for this webinar was to go deep in part of the product and let them know about the rest of the product that they needed to buy. You have to decide for your product how you're going to show the value, but still let them know there is more to learn or have by buying your product or service.

[00:28:10] All right.

[00:28:11] Now, the next thing is hybrid webinars. And I'm absolutely sure I invented this concept. I own the domain name. I was the only one talking about it and brought it out on the Internet and then other people started talking about it.

[00:28:24] So I was seeing all these people doing webinars and then doing the replays and then just sitting at the beach and crossing their fingers that somebody would buy something. Well, I thought, you know, it's kind of lazy and I could up the sales quite a bit with less hassle if I played the replay. But I made myself available to answer questions while they're watching the replay. This went crazy, people love this because it took a workload off of me, I had all that social proof and that I was replaying the live with all the excitement.

[00:29:01] But I'm sitting here watching TV. I was actually in the woods one time, deer hunting, leaning against the tree, answering questions coming from the webinar on my cell phone. And I'm pretty sure there were deer walking by like what a dumb jerk that guy is. He could have had me for dinner and he's playing on his cell phone. So. So that's called hybrid webinars where you play the replay, but you make yourself available. And so I might say. Hey, there's a webinar on court tonight at 8:00 p.m. I'll be there live answering all your questions.

[00:29:38] Totally true. Totally legitimate. It's an encore replay. I'll be there live. I could be at the mall. I could be in the woods. I could be anywhere watching TV, watching my favorite shows and still answering the questions.

[00:29:52] So that created way more sales than just playing the the replays. So that's a concept I created called hybrid webinars. Now, the replay service we use, you can find it over at Hybris Hybrid Webinars. It's the gold standard. You can I think it's sixty nine dollars a month. You can start with and play tons and tons of these replays with all kinds of fancy features. So check that out. So anyway, folks, you can make a ton of money with sales webinars. Now, if you want help with all this and the tons of other things you need to know to be successful online, check out the mentor program and my school, greatInternetmarketingtraining.com and IMTCVA.org.

[00:30:37] Everything will be in the show notes. All right, we'll catch you later.

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