27 - amazon s3 · 2015-04-07 · the 8 themes for high value conversion events . every successful...
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27 Point Webinar Marketing Checklist
Prepare
Decide Clarity
Decide what point
Choose an overarching theme
Set your pricepoint
Close Commitment
Transition into your close
Make a no-brainer offer
Start the post-sale party
Promote Clean Completion
Takeaway food chain
Set expiring bonuses
Sequence the clean up.
Handle Assurance
Preliminate objections
Install beliefs
Neutralise alternatives
Promise Connection
Fears/frustrations & wants/aspirations
Make your big promise
Bullet the benefits
Stick Intensity
Blackout & countdown
Deliver upfront value
Multimedia messaging
Stretch Transformation
Create conversion content
Set forks in road
Plan spontaneity
Attract Possibility
Create a compelling registration page
Triangulate promotional angles
Schedule email broadcasts
Open Inspiration
Start with core promise
Top 3 problems & goals
Get permission for style, content & sale
Yo
uU
sT
he
m
Present
PREPARE YOUR PLATFORM
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Webinar Preparation 1: Your Audience 20 minutes of preparation can triple your conversion rate when selling 1:many. Use this worksheet to get clear about your audience’s hidden fears & secret desires. These hot buttons will be crucial when creating Conversion Content, and making your offer.
What are their fears & frustrations?
What are their wants & aspirations?
If you could give them anything in the world, what would they want?
What product will you sell them?
Webinar Preparation 3: The Resistance No-one joins a webinar already wanting to buy something. To get someone to
commit to themselves, their future, and your offer; you’ll need to overcome the
3 resistant forces that stop people from making a buying decision. First, list all
the objections you’ll need to overcome. Next, all the questions you’ll need to
answer, and finally, list the alternatives that need invalidating. You’ll handle
the resistance in your conversion content with strategic stories.
What objections might they have? List the reasons a prospect might say ‘no’.
What questions would need to be answered? In order for your prospects to feel ‘safe to spend’.
What alternatives do they have? list the alternatives they have to buying your program (including doing
nothing).
Takeaways
Action Steps
Backburners
CRAFT YOUR CLOSE
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The Transition All the best recruitment sales webinars have a smooth transition from content to
close. Use this 8-step transition formula to ‘Slide home’, and set up your offer
in the strongest light possible.
‘Not Sure Why You Showed
Up...’ It could be because...
‘That Brings Up A Question...’ How can I get those results in my business?
‘The Solution I Created Is
Called...’ Name your system
‘I Built It To...’ To help people like them overcome problem
a, b, c.
‘Now You Know That...’ What are the 3 big takeaways that set up the
sale?
‘It’s designed to...’ Make it easy to achieve goal x, y, and z.
‘But It’s Not For Everyone...’ Make your damaging admission.
‘You Can Do It Slow... Or
Fast...’ Overcome the ‘Do It Myself objection or others
here.
1 2
3 4
5 6
7 8
Takeaways
Notes
Action Steps
Backburners
CREATE CONVERSION
CONTENT
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Takeaways
Action Steps
Backburners
ENGINEER YOUR ENTRY
Notes
Ignition open (Missing)
Own The Room Your first 3-5 minutes is your most important timezone, because it sets up the
whole session, as well as the sale. Use this worksheet to make sure you hit the
key points as you start strong.
Attention 3 problems & promises you’ll
address?
Connection How will you get 100%
participation?
Retention What will your ‘stick’ bonus be?
Permission For your style, content & the sale?
Your Core Story The first piece of ‘content’ that you will share on your webinar is your core
story. Almost every guru and every superhero has one — their origin story. For
this webinar, it might be your story, or that of a client or friend.
It starts with a person in trouble, unable to get what they want, and frustrated
by it. Then, you make a discovery, and apply it. You enjoy the results, and
decide to share the message with the world.
The Situation Set the scene. What was happening? Where were you? What were you trying to achieve?
The Problem Describe the problem in detail. Outline the Situation, Quantification & Frustration
The Discovery Tell your story of discovery.
The Results 1. Share the results — Physical, mental & emotional. 2. Link your journey to theirs — Why do you want
to share it with the world?
Takeaways
Action Steps
Backburners
MODEL THEIR MAGIC
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Action Steps
Backburners
AUTOMATE YOUR MARKETING
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Action Steps
Backburners
PROPEL YOUR PROMOTION
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The 8 Themes For High Value Conversion Events Every successful conversion event is built on a big idea or theme that makes
prospects want to attend. Use the 8 themes below to brainstorm angles for your
conversion event [workshop, seminar, webinar or teleseminar].
Insiders & Outsiders What the top 3% of coaches know about
sales ... that average coaches do not.
Avoid Pain Never cold call again
Big Result — Without Pain How to sign 5 new clients in 21 days —
without cold calling
How To How to create a winning lead generator
What holds you back 3 things almost every coach does that keep
them from premium pricing
The Next Big Thing The new rules of business
Urgent Opportunity Or Danger What to do if you don’t want to lose clients
over Christmas
Pulling Back The Curtain Behind the scenes of a million dollar coach
Package Your Promise You want your prospects to see your conversion event and know ‘that’s exactly
what I need!’. To do that, we need to amp up your packaging power, and make
your conversion event look sexy and unmissable. First, decide on your brand &
bumper sticker. Next, describe the 3 biggest results people can get if they apply
your material. Finally, bullet out 3-5 bullets to intensify curiosity & desire.
The Bumper Sticker What’s the big idea, in 2-3 words. [Example: Big list. The 4-hour work week. Million dollar
coach. Book yourself solid]
The Promise Describe the 3 big benefits of your session in a subhead. [Example: Escape 9-5, live anywhere, and
join the new rich]
The Bullets Brainstorm 5 bullets that make your session a must. Intensify curiosity & desire.
The 5 Core Elements Of A High Converting Promo
Email Almost every promo email I write is built from 5 core elements. First, set the
stage, then amp the importance. Then offer the reveal, bullet the benefits, and
call them to action.
SUBJECT: [BIG BENEFIT SUBJECT]
[SET THE STAGE] — Attention and importance.
[First Name], have you ever heard that [common misconception or common
wisdom]? Are you fed up with [problem].
Last week, [something very relevant and important happened].
[AMP THE IMPORTANCE] — More importance, build tension.
It's more important than ever because [reason why this info or your
intepretation is so urgent].
You might be noticing it in you [whatever] too, with [example one, example
two].
[OFFER THE REVEAL] — Here’s how to know what to do about it.
This [day of week], Iʼm going to share the most important lessons you must
know to [have or do whatever they want to do] on a no-charge [session].
[BULLET THE BENEFITS] — Intensify curiosity and desire.
On this free [session], youʼll discover ...
* Big bullet point #1
* Big bullet point #2
* Big bullet point #3
[CALL TO ACTION] — Urgency, scarcity and clear instructions.
Register for the [teleseminar or webinar] quickly, because we have only
reserved [###] lines. To register, just click this link:
[LINK TO REGISTRATION PAGE]
[SIGNATURE]
P.S. [REMINDER OF BIG BENEFIT PLUS URGENCY]
Takeaways
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