11 Primal Triggers That’ll Get People Talking About Your Webinar So You Can Increase Attendance and Maximize Your Sales
Would you like to immediately increase your webinar attendance and maximize your sales? If so, read on.
It's one virtue, one primal instinct that super-charged them with the power to conquer the world.
Genghis Khan had it, and Alexander the Great.
Napoleon, Cyrus the Great and a small handful of leaders throughout history tapped into this single resource through which they rose to the towering apex of power.
Let's think big for a minute.
Your goal is to make a meteor-like impact on the world with your webinar, and you're going to do it with a single skill – you could even call it a superpower.
It's an instinct rooted deep in the unseen mind that can only be developed by putting specific knowledge into action, so that's exactly what we're about to do.
The psychological triggers below are just the foundation.
The action steps are for building this instinct into an ever-expanding, invincible empire of word-of-mouth marketing, capitalizing on the subconscious triggers so you can have the most powerful, profitable webinar possible.
Trigger #1 and #2 - The Pain and Pleasure Principle
All psychological triggers stem from these.
Think of it this way.
Deep inside your beautiful mind, there's a primitive monkey-ape instinct mechanism that keeps you alive, sane and maybe even happy. It's job is to eliminate pain, and commandeer as much pleasure as humanly possible.
Staring contests with the sun, skinny-dipping with jellyfish, chugging hot sauce and peeing on your neighbor's electric fence are examples of things you won't do thanks to this instinct.
People don't generally talk about things that cause them pain (unless their best friend's a sadist), but things that give them pleasure? You can't get them to shut up. And when your webinar is the pleasureful topic of the day, that's a very, very good thing.
To get people chattering non-stop about your webinar, you need to either relieve them of pain or give them pleasure. It's that simple.
Whenever you can, give them both!
Trigger #3 - Their Problems Are Your Targets
Whether you're throwing darts, tossing horseshoes, or peppering your email list with reasons to sign up for your webinar, this rule rules: Aim small, miss small.
That is, aim for the microscopic center of the bullseye, and you'll get accurate results. When you know your target audience's specific psychological triggers, then (and only then) can you aim small. For this trigger, frustration is your bullseye, and trust me, we need to biggie-size whatever frustration you're thinking of.
Think of a massive problem you've had recently – one that held your mind captive and racing deep into the wee hours of the night. The problem that crippled you with wave after crushing wave of angst and sweaty hate.
Maybe it was the last time you lost your job. Maybe it was the first time you reviewed your bastard budget in 9 months, to see that your debt had evolved into an abominable snowball of Kanye-West-worthy financial obligation.
Did you think of a good one? Perfect. Now double that. Once you've successfully found a frustration that big, you've struck gold, because presenting a solution to people with those kinds of problems is what's going to fill their hearts with busting gratitude and ultimately, pleasure. Two birds, one clever you.
People freed from that kind of frustration will cheerfully chat about your webinar non-stop, and that's what you're going for right?
Now, dreaming up that kind of gold mine is great, but we need to find the actual problems your audience has. First, dig up the demographic details. Then connect the dots to the problems common to that group.
The Action Plan
► Think big, aim small – Read and apply 12 Custom Audiences You Need For Precision Marketing
Trigger #4 - Fear and Love?
HP Lovecraft said, “the oldest and strongest emotion of mankind is fear, and the oldest and strongest kind of fear is fear of the unknown.” The verdict's still out on whether love or fear is the strongest primal human drive, but it's safe to assume that both are waaay at the top of the list.
But it's a bit tricky. I love my wife, but you know what, I love chocolate too. Sometimes words just don't cut it. Since we don't have any English words to cover the various types of love like the Greek language and many others, we'll have to settle for sex and altruism.
Those are the only forms of love you can use to promote your webinar anyway. (If you think of another, let me know!) Here's how it works. People buy into your webinar based off of their emotional response, then justify the action of purchasing with logic. Where does fear come into play? It doesn't. At least not from your end of conversation. Scare tactics don’t work, partially because people can't help but pairing the message with their perception of the person relaying the message. If you try to convince them with a doom and gloom "what if" scenario, they'll instinctively attach the pain of fear to you. That kind of defeats the purpose.
Let's go ahead and get to the good stuff.
Trigger #5 - Sex
Sex sells, but only when you do it right. Nobody wants to be be exploited, and that’s what it feels like when advertising blatantly uses sex to sell. There’s two major exceptions, one of them being the Axe brand campaign. They use a practically satirical message, which is “Axe body spray will make herds of beautiful women rabidly attack you. For sex.”
It works because it’s the polar opposite of subtle, and so unrealistic you don’t feel manipulated. The other exception is relevance. Victoria’s Secret gets away with it because how else are they going to show off bras and panties? To get people talking about your webinar, make it sexy. I’m not talking about cleavage and six-packs. It’s aesthetics and beauty that steal the show. If you happen to be hosting a webinar about sex, you’ve got a lot more wiggle room. Otherwise, keep it in your back pocket.
These examples of using sex to sell should put things into perspective:
► Does Sex Sell? (Psychology Today study-backed research)
► Does Sex Really Sell? (Evidence against using sex to sell)
► New Research On Why Sex Doesn't Sell (The Telegraph)
► For the beauty and aesthetic side of sexifying your webinar, read "How to Create Great Slides for Your Webinar"
Trigger #6 - Altruism
Altruism is the unselfish concern for the well-being of others; the ultimate form of love. Does it really exist? Who cares. It works on so many levels, it really doesn’t matter whether altruism is truly unselfish, or motivated by some form of self-centered gain. When altruism meets webinar promotion, good things happen. It's like nuking people with a gooey blast of warm and fuzzy. Your reputation will grow alongside customer loyalty and turbo-charged word of mouth.
Using altruism as a marketing tactic is catching on so well marketers have coined it “cause marketing.” Knowing your target audience is vital as always, but it rarely hurts to support a good cause and give others the chance to do the same… by attending your webinar.
Apparently, when making a decision between two equal products, 90% of US shoppers choose the product that supports a cause.1 Applying cause marketing to your webinar is simple. Choose a cause to support, and make sure your prospective customers know that every time they attend your webinar, a starving child in Malawi eats for a day, or a maybe tiger beetle gets saved. Something like that.
► Peruse the most successful cause marketing campaigns to figure out what can work for you.
Trigger #7 - Circadian Rhythm
Once upon a time, I went shopping for groceries after a 3-day fasting session. Guess who singlehandedly tripled the monthly food budget in that brilliant spending spree? Poor timing is not your friend.
On the bright side of that coin, strategically timing your webinar and marketing campaign will keep your wallet fat and happy. Every biological creature has a pattern, a circadian rhythm that can be taken advantage of with good timing. It's why fishing by the moon phase, weather, barometric pressure, and spawn cycle works. Good timing can make or break your webinar and the word of mouth surrounding it.
Webinar Promotion Timing
After over 7,000,000 web attendees on StealthSeminar system we sifted through all the data and determined the highest attendee rate and did the same for the conversion rate. Where those points met, became our proprietary "Just in Time" schedule. And while another Automated Webinar Software claims to offer it as well (all these years later) they are missing out on an important aspect of that feature that sadly hurts their clients.
The Perfect Length of a Webinar
When it comes to anything internet-related, people have the attention span of a coke-snorting squirrel. That said, webinars manage to command the attention of our microwave, instant gratification society in a way that truly defies conventional wisdom. The ideal length of a webinar is 1 hour. An hour and a half is fine if you need the extra half hour, but anything beyond that is pushing it for anyone but the most popular Guru's who have a rabid following. On average, webinar attendees watch an average of 54 minutes out of a 60-minute webinar, but as webinars increase in duration, the viewing time decreases. 1 hour seems to be the sweet spot.2
Read and apply:
Trigger #8 - Oxytocin and Storytelling
Dr. Paul Zac, a neuroscientist with knack for marketing, discovered that oxytocin (known as the trust hormone) is released to the brain when people read or listen to a story. Rob Walker is the journalist who decided to capitalize on that discovery.
He bought $129 worth of useless trinkets (old mugs, piggybanks, and golfballs to name a few) from the thrift store, had his team write a story for each item, and posted them on eBay. By the end of the experiment, he not only sold them all – he made $8,000. That's a 6,200% profit margin from pure, unadulterated junk. Imagine what you can do with a good webinar!3
You'll always benefit from using good stories in your webinar promotion, and in the webinar itself, for these simple reasons:
► Oxytocin. This hormone triggers increased generosity, compassion and trust.
► Recollection. Storytelling enhances memory. The more people remember, the more effectively they can spread the word.
► Focus. The human brain tends to lose focus more rapidly than we'd like to admit. In fact, people have approximately 2,000 daydreams per day, and up to half of the brain's waking time is spent wandering. When the brain is reading or listening to an interesting story, however, daydreaming and mental wandering is completely eliminated, as the brain's resources are consumed visualizing the story and empathizing with its characters.
Not confident in your storytelling? Read this anatomy of a good story to paint a potent word picture in 7 minutes or less. Remember, facts tell, stories sell.
Trigger #9 - Experts and Authority
You’ve heard of Dr. Milgram right, the guy who Charles-Mansoned volunteers into electrocuting patients repeatedly, even when they could hear them screaming and pounding on the wall in front of them?4
Well, people do seem to have a sad tendency to obey authority to the point of torturing their fellow man or woman, but we’re talking about something else.
Compliance to authority may play some part in using marketing authority, but I like to think it has less to do with drone behavior, and more to do with common sense.
As much as we hate bosses breathing down our backs, people who try to control us, and politicians in general, getting advice from experts just makes sense.
What do you do when you’ve been puking bloody chunks for a week with no signs of recovery? You call a doctor. Someone decides to sue the socks off you? You hire a lawyer. Hearing voices? You might phone a therapist or psychiatrist, or I don’t know, a witchdoctor if you happen to live in the rainforest.
The point is, as much as we hate authority, we often listen to them because it’s smart and efficient. Choosing a heart surgeon to dig into your right atrium might be smarter than taking a whack at it yourself. This is how you can harness the power of authority to get people talking about your webinar.
This field guide covers the in's, out's and up's and down's of promoting your webinar with the psychological trigger of authority.
Trigger #10 - Perceptual Blindness
Have you ever bought a new car, and then started noticing other cars like your's everywhere? When I was 17, I bought a used Monte Carlo. I never noticed them before I bought it, but after – they were everywhere! I saw at least 3 Monte's every time I drove more than 5 minutes from my house.
Years later, I learned that perceptual blindness is what the brain does to keep itself sane and organized. We’re all bombarded with millions of sights and sounds each day, but the brain only pays attention to the important bits of information, like the attractive women jogging on the sidewalk, or the semi-truck I'm about to hit because I'm staring at the jogger like a dumb cow. The brain literally blinds itself to unimportant pieces of data.
This is what gives you the ability to prioritize and stay organized in a universe of flashy, swirling bits of irrelevant information that would literally make you insane if you tried to process all of it.
Studies have shown that your brain will take a piece of information out of the blind spot as soon as it becomes important to you.
So what does this have to do with your webinar? A lot. To get people talking about your webinar, you have to earn the priceless real estate in your customer’s minds, by bypassing the gatekeeper of perceptual blindness. This is the formula.
Frequency plus value equals word of mouth.
It starts in the minds of your prospective customers, then spreads like a benevolent virus into the minds of others, as your customers naturally talk about the webinar that they've shelved at the top of their priorities. Shooting out one or two quick emails about your webinar won’t do much for you unless you’ve already become a priority. So again, start promoting your webinar 3-6 weeks in advance, with frequent emails that clearly show value (by solving a problem), and use stories and authority to command attention and get your message stuck in your reader’s mind.
Read and apply:
Trigger #11 - Feeding Frenzy
It was a typical Amazon morning, just before the sun was high enough to scorch my skin, but humid enough to make my shirt stick to my back.
I’d made it to the river just in time to watch about a hundred piranha find and rapidly devour a capybara (an unusually large rodent). I only saw one at first, and within a minute the water was swarming with fins and razor mini-Jaws of untimely death.
This same thing happens when people see social proof. Try watching a yard sale sometime. You’ll notice that people buy in feeding frenzies similar to a school of piranhas. When nobody's browsing, even yard sale enthusiasts will hesitate and drive by. Once one or two people stop and look though, it's game on – and especially when they start buying. A couple people buy something, and it’s followed by a swarm of buyers who smell a bargain. It’s social proof at it’s best.
Let’s look at a bigger example. RCA records released an album titled “50,000,000 Elvis Fans Can’t be Wrong” in 1959. They knew that 50 million people had bought Elvis’s records, and figured that harnessing that kind of social proof could result in another million or so. They were right – shortly after its release, the record went platinum.
The Action Plan
Here’s 5 ways you can use social proof to kick your webinar into high gear:
► Have an expert endorse your webinar. or perhaps even answer questions at your webinar. (If you can get a relevant celebrity to help you, this somehow still works too.)
► Gather testimonials and reviews. 88% of consumers say they trust testimonials as much as personal recommendations, 72% say reviews help them trust a business more, and 85% say they read at least 10 reviews before they’re satisfied.5
► Tell personal success stories. They establish you as an expert, and inject a healthy dose of highly relatable, personal social proof into the equation.
► Harness the power of crowd-think and curiosity. For all of floundering attempts to resist the brainwashing of the masses, people just can’t help gathering at a crime scene or an accident, or flocking to a protest to see what all the hubub’s about. The human mind is jam-packed with insatiable curiosity that’ll draw pull a crowd into your webinar – if you’re able to capture their curiosity with a message that excites the imagination, and show them the rest of the people interested in your webinar.
► Slap together a referral program. Sometimes people love your webinar, and want to share your program with their friends, but... they forget. Don't be scared to ask for referrals, and reward them for it!
A Final Word
...people say knowledge is power.
Taking consistent action, despite obstacles and failures, with time-tested knowledge as your guide – that's power.
Every great leader in history has failed many, many times. But in every failure they learned, and waded with unstoppable resilience into the next battle.
You may find the action steps listed here difficult, but keep this in mind.
You're building within yourself the same instinct and persuasive charisma as the people who conquered the known world. Their secret sauce is laid out plainly in this guide, and as long as you never stop taking action, you'll never stop winning. And with that you will impact more people, sell more products and services and have the life you desire.
How much money does a Harvard graduate make?
It's probably more than you guessed.
What about Harvard graduates who developed the single most important marketing skill (that most people have yet to develop)?
Believe me, it's a heck-of-alot more than you think.
I'm going to show you how to make more money than the average Harvard graduate – that is, over twice as much.
How much cash would you drop to earn over twice as much as you're making right now?
Well, this going to cost you a grand total of zero dollars and zero cents.
Not sure about you, but that's the kind of math I like to see.
With this marketing skill, you can take your current cash-flow and double it.
Then double it again.
Now triple that, and you'll be getting close to what you should be making after implementing this system (based off of my personal experience and the case studies below).
And again, it's free (you're very welcome), and backed by loads of evidence.
This one skill gives precision marketing an entirely new definition.
Just click on a chapter below to get started!
Table of Contents
Plant Your Vision
"A person is limited only by the thoughts that he chooses."
Lewis Carroll said, “Any road will get you there, if you don’t know where you are going,” but you know where you want to go right?
So we need a specific road, a path of the mind, created by a vision.
Harvard Study on Vision and Goal Setting
In 1979, a study was done on Harvard graduates, who were asked this question: “Have you set clear, written goals for your future and made plans to accomplish them?”
Or in other words, have you written down a clear, well-planned vision?
Here's the initial results:
► 84% had no specific vision whatsoever.
► 13% had a vision for their future, but didn't write them down.
► 3% had clear, written goals and plans to accomplish their vision.
10 years later, the interviewers interviewed the graduates of that class.
Here's what they learned:
► The 13% with a vision were earning twice as much as the 84% who had no goals at all.
► The 3% who had clear, written goals and plans to accomplish their vision were earning 10 times as much as the other 97 percent put together. 1
The average Harvard graduate earns between $92,000 and $223,000.
That means the students with a written vision earned between $923,000 and $2.2 million.
It also means that if you're pulling in an average profit of $44,000 per year , you'd be making $440,000 a year if you wrote out your vision and got similar results to the 3% in the study above.
Ready to learn the system?
You can use one of these methods to plant your vision.
The Mirror Method
I’ve said it before, and I’ll say it again. I love boxing. When I watch a fight, my fists and jaw clench as an electric surge of adrenaline shoots through my body. I may even throw a jab or two at my imaginary opponent as I cheer my favorite fighter on.
Have you ever done something like that?
Do you feel excitement when you watch the olympics, your favorite sports team, or a chase/race sort of scene in your favorite action film?
Have you ever found yourself (or *cough* seen your lady) on the verge of tears as you watch a tearjerker like Braveheart, Gladiator, or Cinderella Man?
It happens to the best of us, and it’s because of the mirror-neurons in our brains.
These neurons mimic the actions and feelings of the people we see, which helps us empathize.
It creates such a powerful psychological response that our bodies often give way to action, like me shadow-boxing in my boxers at an unresponsive television.
So what does this have to do with your marketing vision?
Harnessing the power of mirror-neurons literally transfers the power of a successful marketer’s emotions, actions, and will into your mind.
It’s not some hocus-pocus, spoon-bending psychic Jedi trick – it’s just what your mind is programmed to do.
You Are What You Eat
If you eat greasy McDonald’s and french toast every day for a year, what’ll happen to your body?
Same goes for your mind – it is what you feed it.
Use the Mirror Method by watching and listening to the most successful marketers you know of in your field.
Marketing seminars and conferences are a great way to fire up those mirror-neurons, and webinars will do wonders as well.
YouTube and Vimeo are littered with success stories and advice from people like Tony Robbins, Seth Godin, Tim Ferris, Steve Jobs and hundreds of the most successful marketers of our age.
Every time you watch and listen to them, you absorb not only their knowledge, but their belief – their vision, as your mirror-neurons mimic their confidence, clarity, body language, and successful trains of thought.
The SMART Method
In 1981, George Doran wrote a paper titled, "There's a S.M.A.R.T. Way to Write Management's Goals and Objectives".
Since then, the SMART method of goal setting has saturated the corporate world, self-help guru material, and pretty much every college textbook that has anything to do with marketing or business.
It’s become cliche, but don’t let that fool you – it’s popular for a reason. It works.
This is the acronym:
When you pour your marketing vision onto paper or digital document, this method will make your vision a masterpiece.
Change “I’ll increase my bottom-line profit,” to “I’ll increase bottom-line profit by 225% on, or before April 22nd, 2020, by targeting and acquiring 279 new customers in my local market, so I can can fly to Thailand and live like royalty for a 12-month mini-retirement.”
How do you know your vision is specific enough?
► Who will I reach out to?
► What will I say?
► When will I communicate with them and when will they respond and when will we profit?
► Where will I launch this marketing campaign?
"I want more clients" doesn’t cut it. "I’ll increase my client base by 23, in 6 months" – now we’re getting somewhere.
Is your vision measurable?
► How much?
► How many?
► How will you know when you’ve made it?
This is harder than it sounds. People love the idea of dreaming big; shooting for the moon, landing in the stars and such, but when you bite off more than you can chew, you choke...
...or grow. Is your glass half full or overflowing?
Dreaming big isn’t foolish – it’s what separates good from great.
That’s where it gets tricky.
If you believe, anything is possible, right?
Limitations are false realities created by poor perception aren’t they?
But if I try to believe, say, that I can visit every planet in the galaxy in less than a year – I’m going to go out on a limb here and say, nope – not happening.
Colossal ambition should always be balanced with an attainable mindset.
This is where most people fail by the way. They get in a rut and allow their "realistic" situation dictate their belief system.
Be careful with limitations. You can know them without succumbing to them. Just because your business has never brought you over $130,000 of profit doesn’t mean it won’t – unless it’s your perception and belief that it won’t.
Maybe it’s time to go elephant hunting, maybe it’s not. Are you strong enough? Do you have the tools of the trade, a proven system, and a solid team? Have you done it before?
If your elephant-hunting vision is realistic, you’ll make it happen, one bite at a time.
But what makes your vision realistic?
When you’re both willing and able, it’s realistic. If you want to automate your business for example, to carve 6 hours out of your workday, but don’t have the skills to make it happen, that vision will only be realistic if you hire someone to make it happen.
A vision with no timeframe is one step away from a pipedream. You may be swimming in a sea of Benjamins in a month… or a decade. Your timeframe gives you a sense of urgency and even more important, simplicity.
When I create the vision to increase my profit by $70,000 within 7 months, I know I need to boost my profits by $10,000 per month – $2,500 a week, $357 per day, $45 an hour.
As strange as it seems, $45 an hour is easier to manage than $70,000 in 7 months.
It’s just how our brains work.
So write it out. Sketch it if you can. Post it where you'll see it every day.
Know why you want it to happen.
Keep it as stupid-simple as possible with a super-specific timeframe.
Nurture Your Marketing Vision
Men of lofty genius when they are doing the least work are most active.
-Leonardo da Vinci
Natan Sharansky is a spy, author, and chess savant.
He's won the Congressional Gold Medal and many others, but before you get too jealous – his life was far from easy.
When the Soviets caught wind of his 007, ninja-footed antics, they snatched him upand hurled him into a 13-year sentence of forced labor and solitary confinement in an icy cell with no bed or bench to rest his head on.
For what seemed like centuries, Sharansky fought insanity with a mind game of his own.
He played chess.
Each day in the brisk loneliness of solitary confinement, he visualized one chess match after another. Thankfully, he was released early, but not before 16 months of prison, some of it in solitary confinement.
What does a few months of chess visualization do?
Well, it makes you a champion apparently.
Shortly after his release, Sharansky got some sweet, sweet revenge, by obliterating the Russian world champion, Garry Kassparov, at a chess exhibition in Israel.
As fun as battling insanity in a janky prison sounds, my vote is to skip the torturous parts and get to the good stuff – persuasion marketing, applied to your own mind.
What made Sharansky a champion? Visualization.
You can do the same from the cushy comfort of your living room sofa.
Let's get to it.
Think about your vision. Visualize it (watch it play out as if it's ALREADY a reality). Speak it.
3 Things Give Your Marketing Vision Power:
You don’t need to see your goals accomplished to believe. It’s actually the opposite – when you imagine your plans and earnestly envision them like your sanity depends on it, they WILL become reality.
Use your imagination to paint a detailed picture of your vision. You can sketch your vision, paint it, or even sculpt it if you’re artistically inclined.
You’ve probably heard of vision boards and the positive self-talk that usually comes with them, and I don’t blame you if you’re a bit skeptical.
But keep this in mind – skepticism kills belief.
Forget the hype about the law of attraction, and the notion of "asking the universe and it’ll give you the desires of your heart", just for a moment.
Let's focus on the facts.
NY Times and Psychology Today on Visualization and Self-Talk
Professional athletes (Tiger Woods, Jack Nicklaus, and Muhammad Ali to name a few) spend hours each day, visualizing. The New York Times reports that now, athletes call it imagery, because they use all the senses to fine-tune and enhance their performance.
Recent research shows that our brains respond to our thoughts by creating paths, literal train tracks of thought, that make up our belief system, which directs our actions.
It's called neuroplasticity, and as Michael Formica from Psychology Today puts it:
"It means that collaborative talk therapy, by changing perceptions and perspective, can change the brain, which changes thinking and, by association, behavior - for real... it even means that all that New Age gobble-dee-gook about positive affirmations and positive thinking changing how you feel about yourself and your world might actually have some basis in hard science."
When you visualize, you’re not just wishing, hoping, or daydreaming.
You’re literally creating a path in your brain. This path leads to belief and action, which inevitably creates your vision in reality.
That’s how, and why it works.
So whether it's a written list, a series of stories in your mind palace, vision board, sketch, painting, or sculpture, visualization (or imagery if you prefer) is the key.
The Vision and Visualization Gameplan
► Read your list (or describe your visualizations) out loud at least 3 times a day.
In the morning, afternoon, and evening.
The best times are immediately after waking, and as you fall asleep, because this is when your subconscious mind is most open to your conscious purpose.
► Use your body language.
According to Professor Emeritus of Psychology, Albert Mehrabian, 93% of communication is nonverbal.
So if you only read your list, you're missing out on up to 93% of your communication powers! Use your body to communicate your vision as you read. Stand straight and tall, with fiery determination in your eyes. Fold your arms with an unshakeable confidence, raise them in victory.
► Speak your words boldly and powerfully, with joy and conviction.
Yell it. Scream it. State your truth calmly and quietly. Smile and laugh as you see yourself achieving what you’re reading, and feel what your future self is feeling.
► Think about it constantly (3-5 times a day to start, increase as you see fit each week).
Be obsessed, and don’t let logic kill your vision. Use those brief windows of free time in your day to create. Think about your list as soon as you wake – as you sip your coffee, while you're in the shower, on the drive to your office, in the elevator, on the way home, and especially as you lie in bed, waiting for sleep.
► Tell no one.
Nothing kills a marketing vision faster than skepticism, so defend it like a pissed off mama bear. Like it or not, you’re surrounded by skeptics who’ll tear your dream into bleeding, hopeless shreds with “rational” advice.
They’re not evil or vicious.
They believe they’re helping when they say things like, “but realistically,” or “let’s think about that logically for a second,” or “I like where you’re headed, but how…”
You are the authority of your niche and your marketing vision. No one else.
That kind of advice puts you in a box, and your success is waiting outside of it.
Harvest – Take Action by Transferring Your Marketing Vision Into Reality
“Whatever the mind can conceive and believe, it can achieve.”
Start with goals most familiar to you. Bite-sized visions bring bite-sized successes, but your journey is a long and epic adventure, not a 100-yard dash.
Graduate from one marketing success to the next, because with each victory, your belief will grow.
You’ve heard people say “if wishes were horses, beggars would ride,” but that’s a poor definition of a true and sincere wish backed by belief.
Here’s a better horse analogy.
Black and White
In your mind, there’s 2 horses. One is a dark, sinewy horse and its name is Unbelief. The other is bright and determined horse whose name is Belief.
An unbreakable rope is attached between them, and they fight a never-ending battle of tug-of-war. Sometimes Belief wins, sometimes Unbelief, but both are always there.
This is where it gets good.
The horse you feed most, wins most.
You don’t need to work hard when you work smart by feeding your belief.
(Webinar automation is another brilliant form of working smart by the way.)
What Drives Your Actions?
Belief without action is dead, but that doesn’t mean you should start by taking action.
It’s the polar opposite.
Look at the orchard. Those trees aren’t huffing, sweating and pushing to give birth to a tribe of apple-children with the sheer force of their will and actions. But year after year, they produce fruit. Lots of fruit.
What’s their secret? They have an instinct that naturally and organically produces.
When you sincerely believe your marketing strategy, you create a marketing instinct that causes actions and income to flow from you freely, without the constraint of fear and disbelief.
That’s why your marketing vision should be birthed from your passion, from what you love.
If you find yourself stressed out, working ridiculous hours to make yourself successful, step back for a second. Do you really believe in your plan? Are you working from a state of fear or faith – pessimism or passion?”
Fear is a powerful motivator, but it only produces in small bursts that deplete your energy and endurance.
So devote yourself to passion-fueled actions that feed your stamina instead of depleting it. Like Steve Jobs said, “you’ve got to find what you love... the only way to do great work is to love what you do.”
Some of the greatest things in life are free.
Life-changing ideas come to us freely, with no price tag, agenda or obligation.
The single most important marketing skill you can develop is belief, and I’ve shared with you the methods that not only work for me, but for thousands of the most successful people you'll ever meet.
What you do with this idea is what counts.
Will you use the power of belief for you alone, or will you share it with people who need it?
I want to encourage you to give, because for all the getting I’ve done with this method, nothing served me or fulfilled me more than giving what I’ve been given.
It's not entirely selfless – the more I give, the more I get. Even if that weren't true, the fulfillment I get from helping is more than enough.
That's why I want to give you the opportunity to invest in the lives of the people around you, not just by sharing the powerful system I've given you, but by sponsoring a kid like this little guy, who lives in a gang-infested neighborhood with little or no positive influence:
The Chavez Boxing Foundation helps under-privileged and at risk youth who need to know that someone cares about them.
I can personally vouch for Pete and his staff – they do wonders with these kids, and I can't thank them enough.
If you can, go their website and send them a donation!
Harvard Study Source: "What They Don’t Teach You in the Harvard Business School, by Mark McCormack"Continue Reading...
Machiavellian marketing methods.
They're not pretty, but they work.
Machiavellianism is the use of cunning or duplicity, like the Italian Renaissance diplomat and writer Niccolò Machiavelli, who wrote The Prince, a dark and cynical book that utterly discards morality to focus on self-interest and personal gain.
Amazon, Google, Microsoft, Apple, and many other business empires use these tactics – methods you may know nothing about – to engineer the subconscious and manipulate consumers into buying.
Whether the end truly justifies the means or not, the Father of Modern Politics taught us a lot about realism. In a society that honored idealistic utopia's and Golden Age musings, he preferred the cold reality of what actually produced results.
The following marketing methods are time-tested instruments of conversion-theft, social engineering, and deliberate realism which follow a machiavellian understanding of the business world.
I hate it as much as you do, but this is the world we live in. It's not enough to be fair, hard-working, and dedicated to giving the best you have to offer. You need to be cunning, like the fox, knowing the truth and using it to your advantage.
Brace yourself – it might get ugly.
Method #1 - Recon
Joseph Duveen was one of the world’s most successful international art dealers. He carved his monumental success out of this single insight: “Europe has a great deal of art, and America has a great deal of money." He sold millions to the self-made entrepreneurs of America, convincing them that buying art was essentially buying an upper-class status.
By 1940, he had expanded his million-dollar monopoly beyond contention. But there was one famous collector who refused to be seduced. Andrew Mellon, a monopolistic mogul in his own right, had made it clear he would have nothing to do with the silver-tongued Sir Duveen, and this elusive prey became Duveen’s obsession.
He spent several years learning about the enemy he would befriend, and even paid Mellon’s employee’s in exchange for information about Mellon; his values, family matters, likes, hates, frustrations, and especially his taste in art.
After years of study and observation, Duveen made a risky but calculated move.
His spies had informed him that Mellon was visiting London and was currently staying in a suite on the third floor of Claridge’s Hotel.
By collaborating with Mellon’s valet, he set up a coincidental run-in at the National Gallery, and struck up a casual conversation with his mark. By this point, he knew Mellon better than he knew himself, and as they talked about the various pieces of art, Mellon was surprised at how much they had in common, at how refined this man’s artistic palate seemed to be.
By the end of their meeting, they had arranged to visit Duveen’s exclusive gallery in New York (which had been filled with a precise inventory that would appeal to Mellon’s tastes), where Mellon inevitably became Duveen’s most generous client.
Here’s the moral.
Kautilya, an Indian philosopher from the third century BC, said, “Rulers see through spies, as cows through smell, Brahmins through scriptures and the rest of the people through their normal eyes.”
One of the things that separates the mom ‘n’ pops from the heavy hitters of the industry is the ability to observe the actions of consumers and competitors alike, and use that information wisely and ethically.
The information gathered can be converted into bait, to attract more people to their landing page, and thus increase conversions.
► Tap the phone line. I’m kidding. That would be illegal and just a little bit creepy. Let’s take that down a notch or two by using local call ID. Using a local caller ID boosts conversions by increasing the number of answered phone calls by 40%.1
► Track your visitors. Cookies are the OG’s of the digital surveillance trade, but computer fingerprinting is quickly becoming the go-to. Computer fingerprinting shows each visitor’s unique information, including their name and recent (or not so recent) website behavior. With that information, you can suggest a product or service they’re most likely to buy based off of their view history, or bring them to your landing page with content they're interested in.
► Observe their email actions. Email analytics reveals some brilliant pieces of data, including the links your readers clicked on, which emails they opened, and how long they spent reading each email. I don’t think I need to tell you how vital that kind of digital recon is.
► Spy vs Spy. It’s smart to track who’s watching you, and figuring out why. Kissmetrics and computer fingerprinting are great for your website, but what about social media profiles? LinkedIn premium will show you who’s been stalking you, and most social media sites have profile watchers as well, so you can spy on your spy.
► Keep your enemies close. Sun Tzu said "If you know your enemy, and know yourself, you need not fear the result of a hundred battles." If you don't know what your competitor's doing, how will you counter attack? Watching a strong competitor is like having a personal marketing advisor. You just don't have to pay them.
Method #2 - Buying Marketing Lists
Is it unethical? Maybe.
Is it legal? That’s a tough call as well.
But by the end of this section, trust me, you'll be a fan, because we're going to focus on the clean and honorable way to acquire marketing lists.
Buying a marketing list may be the best thing you’ve ever done for your business, hands down. In summary, it'll boost your conversions by triple digits, because of OPM (Other People's Marketing-Lists in this case).
The First Rule of Marketing List Acquisition
Don’t spend your hard-earned cash on a marketing or email list. Keep your cash handy for other things (like hiring an accountant to manage the cash you’ll be drowning in after applying these marketing methods).
Quality marketing lists and leads aren’t bought with money – they’re bartered for.
It's called joint venture marketing: an agreement between two businesses where both organizations combine marketing strategies to increase their market share and revenues.
DIY: The Rest of the Rules for Acquiring Marketing Lists
1. Choose your content wisely.
I’ve had people ask me to introduce their product and content to my email list, when I was already selling the same thing! Why would I trade full profit for a 50-50 split? Be aware of your prospective partner’s offerings. Choose a product or service that’ll not only NOT cannibalize their sales, but will expand their territory, while pulling in an attractive profit.
2. Reach out to a prospective partner with good etiquette.
Your best chance is to contact people you have some kind of connection to, and it’s always a good idea to mention that connection (unless it’s stupid-obvious, like “you’re my step-mom, so…”). The better the connection, the more likely you are to land the partnership. Start with your closest prospects, and practice on family and friends. Once you’ve mastered the art, take a page from Duveen’s methodology by strategically observing people with a strong digital influence (and email list), and befriending them.
2. Describe your product and especially the value it brings to the table.
Name it, summarize it, and take plenty of time to explain the benefits your partner’s audience will get from it. Focus on how your content is relevant, unique and highly valuable.
5. Be generous.
Give them at least a 50% cut, unless you’re offering a high-dollar item like a conference, seminar, or webinar series. For these, a 15%-25% commission should do.
6. Funnel the crowd to your territory.
Even if your main goal is to sell a product or service, you should always put major emphasis on a call to action that brings them to a relevant landing page or squeeze page. This way you're adding their list to your's permanently. Do that enough and you won't even need to barter for other people's lists.
Warning: Never start a partnership or joint promotion with someone you don't trust completely, and never promote a product you don't believe in. It's that type of betrayal that can ruin your reputation and poison your relationships.
However, when you choose a trustworthy person with a valuable product, you'll achieve the opposite – a stronger reputation, and solid relationships with the people who trust you to bring them nothing but the best.
To learn how to generate revenue from the attendees who didn’t buy, read:
Not sure how to build a digital sales funnel?
I've got you covered:
Method #3 - Does the Tall Tale Make the Sale?
This is, unfortunately, a true story but I have changed the product and the names.
The following is a conversation that happened to a friend while training for a sales position (for a Fortune 500 company whose name I'm keeping mum):
Sales agent Jill: "Yes sir, we’ve been providing the highest quality marketing to clients (half a million currently) since 1886. That’s over a century of experience in the field."
Prospect Jack: "Wow, not bad… but what about the negative reviews I read on [online review website]?"
Jill: "I totally understand where you’re coming from, but check this out – if you search that same website for [lists a number of reputable businesses], you’ll see they have horrible ratings too. People get on this site to rant about even the best and most trustworthy businesses, so it can hardly be called a “review” site. It’s more like a place where people get to let loose on a business when they’ve had a less than satisfying experience."
Jack: "Gotcha. So tell me little more about the product? How does it get me new customers again?"
Jill: "Yeah, no problem – basically, we have a patented software that gives us the ability to track the conversation people are having on the internet – we listen in on that conversation, and track down the people looking for your services. Then, we communicate with them on your behalf, by taking your business information, the information that sets you apart from your competitors and gives your customers a solid reason to choose you over everyone else, and putting that in front of them. So essentially, we put your best foot forward and do our best to convince them that you’re the best for the job."
Jack: "So how much is this going to run me for?"
Jill proceeds to collect Jack's billing information and successfully close the deal, after informing him his investment is 100% refundable.
Let’s take a look behind the scenes, and into the complete picture.
► Painting a Positive Image. It’s true the business had first been established in 1886, but since then it had gone bankrupt multiple times, and was in fact on the verge of another bankruptcy following a merge with another failing business.
Although “a little over a century in the field” was somewhat accurate, it really depends on which field we’re talking about. For the first 70 years of business, the company’s marketing was limited to a single product that cornered a microscopic slice of the marketing market.
► The Objection. What the salesperson said was true, but it’s only one side of the story. There were hundreds of positive reviews on the site as well.
► The Product. This was a very creative description of a marketing tool we all know well – Google Adwords. Because it was described in an accurate but exclusively unique manner, the prospect was held captive long enough for the agent to persuade him and make the sale. If the pitch had described Google Adwords in the conventional way, the prospect would have simply hung up.
► 100% Refundable? Not so much. The wording made it true by technicality, but the money couldn't be returned – at least not in the way Jack expected. It would be “refunded” to his marketing fund, to be redistributed to another campaign within the company. Kind of like getting store credit on a return.
As you can see, weaving tall tales can raise some fairly gargantuan ethical concerns, but there’s still a valuable lesson here.
Telling the best version of the truth results in a higher conversion rate. In my personal opinion, this salesperson took a running leap over the ethical line, but she not only made the sale – her client was happy because in the end, the product delivered.
The ends may have justified the means in this case, but that's not the moral of the story.
The truth is, successful business owners willingly give up huge portions of their budget to people they can trust to communicate the best side of their company.
That doesn't mean you should lie and deceive people into buying your product – it means you should strive to offer the best, and never shy from putting that best in the limelight.
► Recommended Reading: Learn How to Use Persuasion in Marketing: 15 Persuasive Techniques to Apply Today
► Another Recommended Read: "Discover How to Create a Mega-Successful Offer that Drive Sales Like Crazy"
► And Yet Another! "How to Create a Profitable Webinar Hook (and Where to Use It)"
Method #4 - Conversion Thievery
Here’s a story from another story from a person I had the pleasure of working with:
"It was late November, 2001. Unemployment was maxing out; people were throwing around dark speculations and Great Depression jargon like they knew what they were talking about, and I was working as an executive in a well-known marketing agency, counting my minimum-wage blessings. (Okay, it wasn't that bad – but it could've been better!)
Unbeknownst to him, he was about to get a marketing lesson of a lifetime. His mentor was prepping to show him the marketing tactic that had increased the company's annual conversion rate by 227% (I may be a percent or two off, but I know it was in the 220's).
It was simple he said.
By the end of our 12-hour day, they had stolen 2 sizable contracts from their largest competitor. Keep in mind, they had been building a relationship with these clients for about a month. This was the closing day.
Here’s how they stole clients from the competition. This was how they did, as well as I can remember.
► We spied on our competitors.
Maybe a better word is reconnaissance. Our recon led us to a gold mine in the form of a recent and somewhat colossal security breach in our competitor’s system. Thousands of accounts were broken and bared naked by a clever hacker. We knew the security breach was a scrumptious recipe for frustrated customers.
► We asked.
We knew why they were mad, but we asked anyway. It only took a question or two to get them on a rant, which gave us the opportunity to offer a better solution. But we didn’t.
► We befriended.
Most people don’t respond well to thievery of any sort. Even if they knew our service was better, a direct approach about stealing them from our competitor would’ve raised an instinctual red flag.
Instead of going straight for the jugular, we courted them – befriended them in a business sense. We gave them some valuable strategic insights and even gave them access to one of our most powerful marketing tools at no charge. We all knew there was a possibility of working together down the road, but we were willing to wait. We called them from time to time, connected on LinkedIn, and we sent them information we knew they’d be interested in based off of their web history and previous conversations. After a little over a month, we knew the time was right.
► We closed.
How did we know the right time? They told us. Not directly, but indirectly, by giving us buying signals. We had their attention, we’d earned their interest and trust, and we knew they needed a better solution. So finally, we set up a meeting to discuss the possibility of working together, and the day we met was the day we stole a new client.
Do you steal customers from your competitors? I like to think there's plenty to go around, but know that your competitors are probably looking for a way to steal your best customers. Whether you choose to take the militant approach on marketing or not, always be aware."
► Recommended Reading: 9 Sneaky Tools You Can Use to Improve Your Marketing (make sure you read #7 and steal your competitor's emails!)
Method #5 - The Infamous Bait and Switch
It’s the red-headed stepchild of the sales and marketing world, and has been for some time.
But let me dig into the preachy truth – just for a second.
If I had a dollar for every time I've heard a marketer talk about how unethical the bait and switch method is, I'd be rich, and if I got a dollar every time I smelled the rotting breath of a hypocrite (or at least a naive little bugger) whilst listening to those rants, I'd be doubly rich.
Every successful marketer uses the bait and switch to boost conversions.
That said, there are varying levels of the tactic, and no one should ever offer a product that doesn't exist, just to bait customers to the actual offer.
But think about the last time you pulled into a drive through with “2 for $2.22” on your mind, only to drive away with $8 worth of upsells.
“Would you like to supersize that?”
Our world is littered with the bait and switch.
► Restaurants take a cut on deals like “2 for $2.22”, knowing they’ll get plenty of profit when they successfully switch customers from the bait, to high profit-margin fries and soda upsells.
► Grocery stores go into the red on certain items by selling them at ridiculously low prices, but the “switch-profit” comes from the items they’ve kept the same or marked up. If everybody bought nothing but the specials, these stores would go bankrupt in a matter of years.
► What about that great action movie with your favorite actor showing up for a piddly 30-second scene?
► Or what about the financial black-hole of the video game world known as Skylanders, which costs as little as $19 for the starter pack (also known as BAIT), and maxes out at over $600 once your kid has collected all of the characters and their variants (each of which are designed to have the pokemon, crack-cocaine sort of addiction to “own them all!”)?
And... I'm all preached out. The point is simple.
If people need to chum the water to tempt the fish to bite, they're not cheating – they're trying.
And isn't that the point of the game?
The more attractive the bait, the more people will flock to your landing page. Again, I'm not saying you should offer a non-existent free Macbook, then lead them to a landing page selling something else. That's not only unethical, it just doesn't work.
There's plenty of stupid ways to bait and switch, but I think you know exactly what not to do.
Speaking of which – if you love webinars as much as I do, you'll want to read "10 Unique Baits to Get People to Flock to Your Webinar"!
Method #6 and #.7 - The Art of Invisibility
This is the tale of the uber-landing page.
Advertorials have taken a few hits, one of the most notorious being this shameless Scientology plug posted on the Atlantic (which was quickly removed with a series of rapid-fire apologies when people caught on and crucified them for it):
Google’s Matt Cutts has preached his fair share against the evils of the poorly constructed advertorial, but it’s worth more than an honorable mention (and is, in fact, nearly twice as important as the rest of the methods), and I’ll tell you why.
The advertorial is arguably the best converter in digital advertising, and using one to funnel leads to your landing page(s) can catapult your conversion rate far above your competitors, as ALDI proved with their advertorial campaign:
This chart shows how Aldi’s advertorial achieved the best-ever purchase intention score amongst The Irish Times readers.
One of the first (and most important) things you’ll learn in any sales, advertising, or marketing position is to never, ever talk like a salesperson. Never create an ad that looks like an ad. Never launch a marketing campaign that looks, feels and smells like a marketing campaign.
Yes, most people instinctively know when they’re being sold to, but when it’s done correctly, it doesn’t feel like it. And that's the key to better conversions.
Good marketing doesn't feel like marketing, and great marketing is utterly invisible.
It's common sense. Why clobber people with the blunt object of banner ads and TV commercials, when you can offer them your good or service while providing them with quality information?
But like every good Scientologist knows, with great invisibility comes great responsibility, and if you suck at it, you'll get laughed at.
So if you choose the cloak and dagger route, be smart about it and model your native advertising after the expert examples below.
Also, if you're doubting the native advertising model, here's some stats that prove their worth:
► Just under half of all consumers don't know what native advertising is.
► Forbes makes $50,000 to $100,000 per advertorial.
► 41% of US brands use native advertising as part of wider promotional efforts.
► Three out of four publishers offer native advertising on their sites.
► 90% of publishers already have, or plan to launch a native advertising campaign. 2
Sarah Sluis from AdExchanger, gives us some insight into Huffington Post's native marketing strategy (their native marketing revenue grew by 347% in a single year):
The marketing here is so invisible only the most trained eye can pick it out. Can you find Chipotle's agenda?
Hint: It has very little to do with beaver poo.
Let's look at an easier to spot native advertisement from Forbes, and their take on the advertorial:
Forbes' advertorial is a bit more straightforward thanks to the BrandVoice giveaway at the top, but how many people pay attention to that sort of thing?
Here's two more before our final word.
A more or less brilliant piece of handcrafted advertorial art, by the Onion Lab's creative agency:
And Fast Company's native ad, crafted for UPS (see how they let you know it's an advertisement?):
Writing a sticky advertorial is an art, and the principles you'll read in "9 Ways to Keep Webinar Attendees Engaged Until the End" will equip you with the knowledge to create any kind of highly effective, sticky content, including native ads.
A Final Word
If Machiavelli taught marketing – and if you think about it, he kind of did – I think he would've left us with something like this:
► Where the marketer's willingness is great, the difficulties cannot be great.
► There is no avoiding brand war; it can only be postponed to the advantage of others.
► Never was any great marketing campaign achieved without danger.
► For the prince, it is better to be feared than loved, if you cannot be both. For the marketing entrepreneur, it is better to be invisible than in the spotlight, but you better do both.
► The entrepreneur who wishes to be obeyed must know how to command the subconscious.3
Now that you're equipped with the most machiavellian marketing methods the interweb has to offer, the choice is yours – you can use them responsibly and ethically, or have nothing to do with them aside from knowing the tactics, and using that awareness to help you combat the darker side of marketing.
If you're the type who considers business a battlefield, where rules of engagement are more of a guideline than anything else, you may even decide to take full advantage of these methods.
Either way, I'll leave you with this.
When you put apple seeds in the ground, you get apples.
If you spread the seed of thorns, your land will yield thorn bushes.
When you keep your customer's needs at the forefront of your actions, you're sowing seeds that'll produce something you can be proud of.
If you choose to use these marketing methods, it should be with the intention of helping as many people as possible, with the best product or service you have at your disposal.
That's the best lens to view these methods through:
► Recon and Espionage
► Bartering For Other People's Marketing
► Tall Tales or the Best Version of the Truth
► Conversion Thievery
► The Infamous Bait and Switch
► Invisibility: Native Advertising and Advertorials
3. You can read what he actually said here.
Have you ever used any of these strategies? If so, which ones and how did they work out for you?Continue Reading...
Have you considered adding webinars to your online marketing strategy in the past, but ultimately decided against it because you didn't want to deal with the pressure of hosting a live event or the technical complications that others in your industry have experienced?
If so, then there is a solution for you and your business. In this post, I'm going to explain how automated webinar software can allow you to implement webinars in your business without any of the stress.
1. You don't have to worry about being perfect.
The biggest worry most people have when contemplating webinars is actually presenting the webinar. While some people love presenting to an audience, others fear it and any form of public speaking more than death itself.
Webinars typically use the following format.
Welcome the audience and ask questions (5 minutes),
Introduce yourself (5 minutes)
Present informative content (30 - 40 minutes),
Introduce your product or service (10 minutes),
Answer questions (? minutes).
For a live webinar, this means that you will be live for at least an hour, if not longer. For those that don't like speaking, this will be the longest hour of your life.
If you are one of those people that hate the idea of being live, automated webinar software will help. Instead of hosting live webinars, you can pre-record your webinar and only put it out there once you are satisfied with the quality.
Since you are pre-recording your webinar, you don't have to struggle with delivering your content while trying to calm your nerves.
You can simply start by thinking of each recording attempt as a dress rehearsal. Without the pressure of knowing a live audience is going to hear you stumble and knowing that you can just start over if you hate how it's going, you will be much more relaxed. That relaxation will lead to a great webinar recording.
Best of all, you don't have to be 100% perfect, even when pre-recording for an automated webinar. People expect that there will be a mistake or two in a webinar. So if you have a quick stumble while recording, it just makes for a more authentic presentation. But if you have a huge one, you can always start from scratch or edit it out.
2. You don't have to worry about something else going wrong during the live show.
Anyone who has ever attended a live webinar has probably listened to a presenter troubleshoot a problem during the presentation. The common problems that happen on live webinars include the following.
A host or guest forgets to show up.
Attendees are having trouble getting in.
The webinar platform is having trouble staying connected.
The presenter can't get their headset / microphone to work.
The host can't transfer control of the presentation to the presenter.
People can't hear the presenter or see their screen.
The presenter's connection gets disrupted in the middle of the presentation.
The presenter's screen freezes in the middle of the presentation.
The presenter has trouble switching from slides to a live demo.
The longer it takes to troubleshoot a technical difficulty in the middle of a live webinar, the more attendees you will lose. And the worse the technical difficulty is, the less likely you will be able to use that live webinar presentation as your replay.
These potential problems are not a concern when you use automated webinar software. Since you are pre-recording the webinar, you are in full control. If you have a technical difficulty, you can just start over again. If a host or guest doesn't show up for the recording, you can just reschedule.
In other words, you don't have to worry about looking bad in front of your audience. With automated webinar software, you will have the confidence of knowing your presentation is free of technicalities that might turn off your audience.
3. You don't have to worry about finding a partner.
One of the things that is essential for doing a live webinar successfully is having a partner for the event. Even if you don't need someone to introduce you, you will need someone to make sure there are no technical issues, answer questions in the chat, and pick the best questions from the chat for your Q&A.
With automated webinar software, you won't need a partner to do those things because you can make sure there are no technical issues when pre-recording your webinar or playing it back, and you can either let the chat run itself or answer questions yourself.
When pre-recording you can even answer questions that you think people will ask or ones that will allow you to increase the sale of your product or service.
If you do want someone to introduce you, but you don't have a partner, you can always look to services like Fiverr. Write up a script of how you would like someone to introduce you plus any other welcome details you'd like them to say, then find someone who does script reading and voiceovers to be your "host" for the webinar.
Overlay the resulting audio file they send you with some introduction slides, and you'll be all set. This tactic will make your automated webinar feel more "live" for those with that goal.
4. You don't have to worry about whether your audience can download the software.
Technical issues don't just happen on the presenter's end - they can happen for your audience as well.
Have you ever tried to attend a webinar and missed out because you didn't download the software before it filled up? With automated webinar software, you don't have to worry your audience missing out.
When your audience goes to watch the webinar, all they will need is their speakers turned up or their headphones plugged in. Without any need for downloads or permission configuration, they will be able to watch the webinar and participate in the chat on desktop, tablet, or mobile browsers.
5. You don't have to worry about choosing the perfect time for all attendees.
There are countless articles out there about the best time to choose for your live webinar. And guess what? Everyone else running a webinar will likely choose that same spot, meaning that you could be competing with others to get a live audience.
With automated webinar software, you can choose to give a select number of times that people can attend "live" or give your audience the ultimate convenience of attending webinars at various times throughout the day, week, month, and even year, depending on how long you want to run your campaign.
6. You don't have to worry about having a problematic chat box.
Like the idea of having your attendees be able to chat during the event, but don't like the idea of having a chat box that has no activity, which will signal to others that they might be the only ones on? That's not something you have to worry about with automated webinar software.
For chat boxes, you have a several options to choose from. If you don't mind hanging out on the chat when you have your webinars scheduled, you can "be live" and chat with people as the host of the webinar to answer questions and moderate discussions. You can also let the chat run as part of the automation, moderate out any bad comments, and have the best chat comments replay during future automated webinar presentations.
7. You don't have to worry about being asked questions you don't know how to answer.
While you don't have to be a know it all, being able to answer any questions your attendees ask during a webinar will help you build your reputation as an authority. When you use automated webinar software to deliver pre-recorded webinars, you have a few options.
First, you can pre-record your webinar with questions and answers that you choose yourself. You can choose to answer questions that are both relevant to the content portion of your presentation as well as questions that answer pre-sales questions for your products and services.
Second, you can do a hybrid webinar. You can have the first part of the webinar be the playback of your pre-recorded webinar session, and then you can answer questions live from your attendees after that has finished.
The key to the latter tactic is to make sure you are able to seamlessly switch from the automated webinar to your live Q&A without the audio sounding completely different. Make sure you are in the same environment and using the same microphone or headset to make the transition smooth.
8. You don't have to worry about the webinar replay not getting recorded.
One of the most annoying things that can happen after a live webinar is finding out that the event was not recorded or the file of the recording is somehow corrupted. With automated webinar software, you are pre-recording your webinar and thus, ensuring that there is a replay available. The software will even allow you to have a limited-time replay page to further push the live feeling.
9. You don't have to worry about whether your presentation converts.
Split testing is a great way to ensure that your content will deliver conversions. Unfortunately with live webinars, your split testing options are limited. Sure you can try to split test with live webinars, but that means you will have to do heavy promotion for a new audience each time you want to try something new.
With automated webinar software, you can split test a number of different portions of your webinar. You can split test your introduction, main presentation, sales pitch, timing, order, etc. The software will measure the results of different split tests with your attendees to help you determine what combination works best for conversions.
10. You don't have to worry about what message to send to attendees afterward.
After a live webinar ends, many webinar platforms give you an option to send a message to attendees once the live event has ended. Often, it's the same message that is sent to everyone, regardless of whether they only attended for five minutes, the whole event, or not at all.
Automated webinar software not only integrates seemingly with many different email marketing and automation platforms, but it also will help you segment your webinar attendees so you can send them the most appropriate message. For example…
If someone registers but doesn't attend at all, you can send them an email to say that there is another "live" event coming up that they can attend so they don't miss out.
If someone registers but drops off before the main content presentation begins, you can send them an email that invites them to another "live" event so that they can catch the great content they missed.
If someone registers but drops off before the sales pitch, you can send them an email that let's them know more about the product or service they missed hearing about, plus a few answers to the top questions you answered.
If someone registers and attends the entire event but doesn't buy, you can send them an email that further tries to sell them on your product or service.
As you can see, these are all emails that would not be relevant to everyone that registered for your event. More importantly, these are emails not only ensure you don't lose fans due to poor messaging, but also ensure you will make more sales with the right attendee segment.
11. You don't have to worry about the technical stuff.
Don't let technology hold you back from webinar marketing. Although are lots of technical elements when it comes to webinar marketing, you can stop worrying about them when investing in automated webinar software.
For starters, you can pre-record your future automated webinar with the recording software you already use. You can use free or paid screen recording tools like Screenflow, Camtasia, CamStudio, Screencast-o-matic, Movavi Screen Capture, Tiny Take, Google+ Hangouts, or even Blab + ManyCam.
For email marketing, marketing automation, and funnel design, you can integrate automated webinar software with the services you are likely already using: ActiveCampaign, Aweber, Clickfunnels, ConstantContact, iContact, LeadPages, InfusionSoft, MailChimp, OptimizePress, and many others.
And for everything else you need to set up your first automated webinar - analytics tracking, software integration, registration page setup, video uploading, etc. - you can get full support with automated webinar software for free. This means that you can just pre-record your webinar, tell support how you want it to run, and they will handle the rest.
12. You don't have to worry about losing your investment.
If everything in this post sounds good, then it's time to start your first webinar marketing campaign. With StealthSeminar's automated webinar software, you don't have anything to lose.
Try us out for 30 days - if you decide against webinar marketing, you can get a full refund of your first month of service with no questions asked. And regardless, there are no long term commitments - you can come and go as often as you like!
Sound good? Then get started today!Continue Reading...