Introduction • You need to know the strategy besides knowing how to execute each one of these webinar techniques • At first you may decide to memorize them as they are – and that’s okay.
The Webinar Template Introduction Section • Lead with bold promise. • Promise something amazing if they stay to the end. • Be unique in your delivery and how you introduce yourself.
Let them know it’s important they pay attention because something is going on that changes EVERYTHING for them in the near future. • Qualify yourself as being uniquely qualified to teach the audience. • Get them excited about the prospect of finally being hopeful of the future in an otherwise abysmal present.
Value Section • Introduce your “Key Defining Insight” • explain why it’s important • how you reached that conclusion • and how it affects your audience
Reveal the first “Ah-Ha Moment” related to your key insight • Something that once revealed, will make you say – ‘no wonder I haven’t be able to solve that problem • Use at least one reframe • Gaining commitment is also beneficial • Further hope and excitement help
Reveal the second “Ah-Ha Moment” related to your key insight • Ideally this one is focused on commitment • Get people excited about making new habits • Use at least one reframe. • Get them to start seeing themselves playing a “role” that someone who owned your product would play.
Reveal the third “Ah-Ha Moment” related to your key insight • Ideally this one proves that all the other alternatives wrong • Should also be the most important • Use at least TWO reframes • Start to get a bit more excited with your delivery and rhythm of your voice.
Pitch • The Hour A Day Close • What You Get, (modified close) • Sum of the Parts Close • Price Dropper Close • Bonus Roulette Close
Guarantee Selling Close o Hand Hold Close • Social Proof Close (optional) • Nothing Special Close • Unimaginative Close • Say Goodbye Close • The CLOSE Close
Optional • Work in the... Close • Old Habits Die Hard Close • One of Two ChoicesClose • You’ll Be Thrilled Close • Money or Excuses Close
Info Alone Close • The Tale of Two Close • Now & Later Close • Simulated Apathy Close
Key Defining Insight • A single point with which the webinar is built around and emphasized over and over again • A concept that is so powerful,it’s likely to create a radical, beneficial shift in behavior for the audience
Identify just a simple problem a lot of people have who would happily pay money for a solution • Provide them a solution that you can create in one sitting.
Little Known, Big Difference Where do you come up with “Key Defining Insights”? • How knowing one thing could make all the difference in the world between success and failure
Well Known, Little Understood • Something that everyone thinks they know about, but it has a nuance that they don’t fully understand • Miss out on this nuance, and they are actually sabotaging all efforts to success
Revisiting the Fundamentals • Everybody is trying things that are way too sophisticated • You come in and focus on the simple things that are most likely the difference between success and failure
Crystal Ball Theory • What is commonly being done right now as a means for success will most likely be rendered obsolete in the near future • What they should consider doing to prepare for this "future shift"
"This Changes Everything" • Something has changed so drastically that if you aren't aware of it, and aware of what to do because of it, then you're at risk!
Ah-Ha Moments • Break down your “Key Defining Moment” into lessons that each result in a “Ah-Ha Moment” • Youare striving for “this changes EVERYTHING!” as a response in the mind of your audience • Ideally you should strive to give three
Once you’ve laid the ground work with your “Key Defining Insight”, and your “Ah-Ha Moments”... ...you can start to actually script your pitch webinar...
Anatomy of a Pitch Webinar • (1) Intro • (2) Value • (3) Pitch
Introduction • Something that in a short amount of time immediately hooks the audience • The goal is to do this in ideally 5 minutes or less
Get Attention • How to get attention: A big, fat bold promise of immediate improvement • If you don't start off on the right foot, you're going to lose a significant portion of your audience immediately
Another way to get attention is in your delivery • Tonality • Tempo • Inflection • Volume • Use “uncomfortable pauses”
Pattern Interrupts • An interruption in a specific flow or sequence • Humans are incredibly susceptible to "cause and effect". • Main aim is to prevent any obvious linkage and thereby neurological conditioning
Controversy • Formulate a controversial point or statement • Don't be controversial just because you can • Only do it if you feel that there is a great injustice being carried out
Breaking News • If you can promise that somehow if your audience misses a portion of the presentation something REALLY BAD could happen, that will absolutely get their attention • Of course, you must deliver on this, or you will then never get their attention again in the future
Creating Excitement • We want our audience to be excited to spend the next few minutes or so with us • The best type of excitement that is THIS TIME will be different • Here is how you create excitement: • Vocal Tonality • SMILE a lot
Commitment • Get people to become willing to stay and pay attention for the whole webinar • Promise a reward for those who will stay until the end of the webinar
Eliminating the Competition • In the first five minutes of a presentation I strive to have already proven that THIS will not be a normal webinar from a normal presenter • Extremely helpful as an immediate position to have because it can then be much more leverage-able towards making sales at the end
If you have done all this correctly, then you should a rapt audience: • hanging on to your every word • excited and committed to spending the next hour or so with you • is going to place more priority on your advice than advice they could get somewhere else
Value • This is where you present information/advice around your “Key Defining Insight” that will be helpful for your audience • The goal is to continually eliminate potential objections people will have in advance
Give great information related to your “Key Defining Insight” which will make the audience feel good when acted upon. • This reinforces the information by making it sound extra special for the listener
Commitment & Consistency After making a salient point related to your “Key Defining Insight”... ...you must get the audience to agree with the value of that point, and commit to following that point
Create enough commitments that your audience starts to develop a self-image that they then feel they must act consistent with. • Which is powerful because your offer at the end is the ultimate for their consistency • For your audience not to sign up would be to admit that the self-image they created for themselves was erroneous .
Give Hope Where None Existed • It IS possible for almost anyone in your audience to do and master what you're talking about • Hope is what makes it palatable to actually want to get out and do it.
Value Conclusion • During the value section you instruct how to find these "One Problems" that people are having that they'd willingly and cheerfully pay money to get rid of
You show how easy it is to create a solution to these one-off problems • The type of solution structure a person SHOULD follow who wants to create these products • Then you explain the process of how to do so in one sitting
Not only do you just instruct, you make the points mentioned above in such a way the person feels good about doing what you’re teaching
You then explain how if THAT approach led to millions of dollars later, then absolutely it is not asking too much for the audience to follow a similar approach since so many things were done incorrectly, but results were still obtained
In addition you show you don't need any proof before your create these types of products, so there is no excuse for not starting today NOW that you know the formula. • Keep in mind to show how this approach is DIFFERENT than how other people teach this stuff
Advanced - Reframing Explained • One of the best ways to establish feeling, hope and value • Knowing how to reframe behavior allows you to first de-link the cause and effect relationship
If you de-link the relationship, the model can no longer stand on its own • THEN it is easy to suggest to them a better one to put in its place • They will LINK their ability to change with YOU • THAT is how powerful reframing is
Reframing the Internal State • Get them to look at their internal state from another angle • Universals… • The universal here is the word never • You should develop radar for words like always, every, all, never, none, and so on • Historical Precedence • This is where you show them what their life will be like in 5, 10, 20 years and even up until their dying day
Social Reframe • This is where you tap into the "well everyone else is doing it, so I should be doing it as well" angle • Could either be positive or negative • Reflexive Reframe • Here we get them to reflect on their statement by throwing it back at them and making them feel silly for ever even having suggested that
De-Linking Internal Feeling to External Behavior • Show how NOT being able to do a certain skill/technique/whatever does not constitute a barrier since it might not even necessarily be required in order to have success
Mastering Reframing • The audience aren't equipped to solve their problem without someone's help • You help them by showing them the NEW skill sets they need to adopt • That's where pitching comes into play
Pitching • You need to understand that selling is good to be a 100% comfortable and confident in doing it • Conception Is Everything • Your audience WANTS to spend money regardless of whether you want to take it or not.
Disposal • Most people live off of their pay checks • At certain times of the month they have a certain amount of money they set aside as disposable income • put together an offer that is so compelling, people are willing to spend all their disposable income they set aside that month, PLUS dip into some of their savings, and/or even leverage their credit