Point out Frustrations: Your prospects have probably tried other solutions and failed. You need to let them know their frustrations are normal, and that you once had them, too. Don’t tell them what their frustrations are directly. Instead, explain your frustrations because they are likely the same things they are struggling with.
Unfortunately, gaining knowledge isn’t as easy as inserting a socket into our brains to download the information.
We have to find a good one to two hours if we want to open a book and sit down to read. Even if we read quickly, it’s going to take days to get the information we need out of the book.
While you might try using the Internet to speed up the process, you can quickly become bogged down with millions of pages of listings for any topic you want to study.
Talk about “information overload”. . .
If you’ve ever felt that frustration with learning a new topic, then I can relate to you perfectly.
My Magic Bullet: Now you introduce the amazing solution you’re selling. Tell perspective participants about the tangible thing they’re going to get by attending the webinar. If you get your Magic Bullet right, the rest of the sale is very easy. So take some time to craft the best Magic Bullet Solution your business can offer. For clarity, I try to phrase it like this: You’ll get ___________(result) by ___________(short amount of time), or you pay nothing. The more tangible the result, the better.
You also want to describe how you discovered the solution and what the value of that solution has been to you. How did this secret change your life? What was the emotional value for you? A Magic Bullet in the dating niche might be “Get a girlfriend this weekend—or pay nothing.” A weight-loss example might be something like, “Try my three-day detox and lose seven pounds, or you don’t pay anything.” The Magic Bullet for speed reading might be: “Double your reading speed in four hours—or pay nothing.” To draw in the most participants, expand the main idea of your Magic Bullet and tell the reader a story about how this solution has worked for you:
Just like you, I struggled with reading—until I found the secret. I met this guy named Howard Berg at a seminar. He spent just a few short hours with me, and I was able almost INSTANTLY to double how fast I could read! I started telling my friends, family members, and business associates about what Howard did at my office; what happened next shocked me. Some people were BEGGING me to meet him so they could double their reading speed . . . Others were really skeptical that it was even possible . . .
So I gave them a challenge . . . the SAME challenge that I’m going to give to you right now. Pay Howie one hundred dollars, and I guarantee that he’ll MORE than double your reading speed in an afternoon . . . and from that point forward, for the rest of your life, you’ll have a skill that will serve you forever.
Don’t Worry (Proof): Now you’re going to introduce the fact that you are offering a premium webinar. You’ll also tell the participants not to worry because you’re going to prove its worth before you charge them any money.
And if you’re skeptical . . . then don’t worry. Keep the hundred dollars in your pocket, and then AFTER he’s personally trained you and you’ve doubled your reading speed . . . then pay him the hundred.
AND . . . if he isn’t able to double your reading . . . don’t pay him anything. Does that seem fair? We called this the “Howard Berg, Double-Your-Speed Challenge”.
And so far . . . Howard has NEVER lost. So, I set up a special webinar event this week for YOU and Howard Berg . . .
If you are on this webinar . . . Howard will double your reading speed and prove his amazing results to you . . .
Risk Reversal (0 —> $$): Here’s where you offer the “try before you buy” option.
Here’s what I want to do for you: I’m so sure this will completely change your life that I’m going to let you listen to the entire webinar for FREE. Then, at the end, you get to be the judge. Either I live up to my word or I don’t.
If I do deliver what I promise and you love the information, do nothing and we’ll charge your credit card one hundred dollars.
If I don’t deliver, or you don’t think the information was worth the price, just send me an email before midnight, and we won’t charge you anything.
Does that sound fair?
It’s kind of like going to a restaurant and only paying if you love the food.
Or going to a movie, and if you hate it . . . then you pay NOTHING . . .
The Close: Get the reader to commit to giving your webinar a try.
So, now it’s your turn to decide.
Say yes, and let us prove that our system works.
You will need to put your credit card number in now to reserve your spot, but you pay NOTHING until after the webinar is over, and then pay only if you love it.
You’ve got nothing to lose by giving this a try.
If there’s even a chance that this could completely change your life . . .isn’t it worth checking it out for free?
Just click the button below, and reserve your spot for this life-changing webinar. I promise it will be worth it.
This Magic Bullet script is pretty simple, and I can usually write up one of these sales letters in less than an hour. If you follow this script, swapping out the reading program for the details of your training, you should be able to get it done quickly—even if you hate writing sales letters. This script is proven to work. Just tweak it to fit your business and your offer. And remember, once you get your Magic Bullet right, everything else should come together with ease.
Now that you’ve got people signed up for your webinar, what the heck do you say for two to four hours? I know providing value for that long might sound intimidating, but you can do it! Let’s dive into the script I use for all our Invisible Webinars.
INVISIBLE WEBINAR CONTENT
Once you have participants signed up for your webinar, you still have some work to do. It’s important to structure the webinar correctly so that all who watch feel like they’ve gotten their money’s worth. You want each participant to be more than happy to pay you at the end. You also want to use the correct lead up and soft sales pitch for your high-ticket consulting or coaching package at the end of the webinar. Remember, this webinar is going to be three or four hours long! So you may need to bring in multiple pieces of content. Don’t hold anything back. Give viewers your best stuff! Tell them everything they want to know. Answer any questions they ask. Trust me, the four hours will go by before you know it.
Here’s how to structure your Invisible Funnel Webinar:
Re-tell Hook: You got the participants to register for this webinar by using your Magic Bullet script (the “try before you buy” hook), so you need to reinforce the rules they are playing by during this webinar. They get a chance to vote with their wallet at the end: did the webinar deliver or not? And remind them they must stick around until the end because only then will you give the secret email address where they can email you if they don’t think the webinar was worth the price of admission.
Tell Them What They’ll Learn: Give all participants an overview of the system that you are going to be teaching on this particular webinar.
Content (for each content piece): Start teaching your content now. It doesn’t really matter how many pieces you teach—as long as it’s your best stuff and it fills up the three or four hours you promised. You may want to practice teaching the content pieces out loud so that you know how much time to budget during the actual webinar. Here’s how you want to present each content piece:
• What Is It? Give the content piece a cool name, making it easy to remember.
• Parable: Tell a memorable story to demonstrate the concept and cement it in the participant’s brain.
• Teach Concept: Go through the nuts and bolts of the concept.
• Example (real life, if possible): Give some examples of how the concept works in real life. If you have case studies that show your students or clients succeeding, those are the best examples.
Recap:
After you have finished teaching the content for your training, then you want to remind them again about everything they learned while they were on the training with you.
Tie It to Value: Help participants see how much this information will be worth after they implement it. After you have anchored the “true-worth” price in their minds, then you can come back to the actual asking price of this webinar. How much money will they make after they implement all they learned? How much time could they save? What’s the emotional value of the knowledge they gained? Will it save them embarrassment or grief? Lay out all the benefits for them.
Was It Worth $__to You? Ask the participant to decide whether the webinar was worth this price.
• If so: Do nothing, and we will bill your credit card the agreed-upon price.
• If not: Email us at ___________before__________, and let us know this content wasn’t for you, and we won’t charge your card.
Transition to Offer: Briefly mention that the participant may now want personalized help.
I know we’ve covered a TON of information today, and some of you are probably wishing you could get some help with setting all this up. Am I right? Quickly, I want to let you know that I do have a personal coaching program. It’s not cheap because you get my personal attention the whole way through the process, but I make sure you have everything you need to be successful. Also, because I’m personally involved and work very closely with my students, I can only help a limited number of people. So, the only way to get in is to apply for a slot. You’ve received everything you need to succeed in this webinar, but if you are interested in getting my personal help, here’s what you should do next . . .
Pick Your Close: Where will you send people to fill out an application?
• To Website: Give the URL where a participant can pay for your coaching.
• Free Application: If this is a free application, make clear that there is no charge to apply.
• Paid Application: If you’re charging participants to apply, let them know how much and how they should pay.
Simple, Three-Step Close: This is a very soft sell. You want to let people know that you do offer personal coaching or consulting to help them get the best results as fast as possible. Then tell them where to go to fill out an application.
• What: Tell them what your service consists of.
• Why: Tell them why they should apply.
• How: Tell them how to apply.
Let’s Review: Invisible Webinars are a great way to get people into your Value Ladder for free and build a relationship between them and the Attractive Character. Be sure to build in so much value that you can quickly ascend the viewer to your highest levels. Webinars can accomplish all this in a way that is fun for the participant. I’ve made hundreds of thousands of dollars using this style of teaching, and people just love it. The keys to making it work are having the right Magic Bullet (promising a result they’ll get before they pay) and delivering what you promised.
Up Next: Do you have a new product, but aren’t sure how to launch it into the world? The next chapter will show you our Product Launch Funnel and provide the scripts we use for each step.
FUNNEL #6:
PRODUCT LAUNCH
The Product Launch Funnel was made famous by Jeff Walker, and since then, just about every Internet marketer in almost every niche has used this funnel in some way—because the approach works. Basically, you’re breaking up your sales presentation over four videos—each providing a ton of value, while educating your prospects and selling your products. This funnel works best with warm and hot traffic. So, typically you’re emailing your own list or an affiliate partner’s list with links to the videos.
This Product Launch Funnel is broken down into four videos:
Video #1 is called “Wow and How,” where you will “wow” them with a big idea, and then show them “how” you and others are using this concept.
Video #2 is the “Transformational Education” piece, where you will actually let people look over your shoulder as you walk through the process with them.
Video #3 is the “Ownership Experience” piece, where you show viewers what it’s like to live when they have this in their lives.
Video #4 is “The Offer,” where you will reveal what you’re selling, the price, and how they can get it.
Let’s take a look at how each of these videos is scripted to make sales. The following scripts will show you what to say in each video. The videos can be as long as they need to be, but I find that the sweet spot is around ten to twenty minutes.
VIDEO #1: “WOW AND HOW”
Big Promise: This is your One Thing, the valuable principle you have promised to teach during these training videos.
How to sell high-ticket products without getting on the phone.
Kill Myths: Dispel any common objections or reasons the potential participant might not believe you.
You may think you have to be a sales expert and hang out on the phone all day to sell high-ticket products, but that’s not true anymore. I’ve sold hundreds of thousands of dollars with this simple process.
Let’s Look at Others (Content #1): Show how others achieve these results all the time. Tell stories and case studies.
Meet __________. She did ________________, without
Here’s ___________. He couldn’t believe how easy it was to ___________. Just look at his results: ___________.
Hook to Video #2: Get them excited about the next video.
Tomorrow, you’ll discover you can ___________, even though ___________.
VIDEO #2: “TRANSFORMATIONAL EDUCATION”
Let’s Do It Together: It’s okay if you don’t think you can do it on your own. Let’s go over it together now.
I know it might be hard to believe you can ____________. So, I’m going to show you just how easy it really is. Let’s go over it together right now.
How “I” Do It (Content #2): Here’s how I do it, step by step (just give a brief overview of the steps).
Here’s exactly what I do every time:
Step 1:
Step 2:
Step 3:
Proof That It Works: Show your successful results, case studies, or other proof.
Here’s how well it works for me . . .
But don’t just take my word for it. Here’s what my students have done . . .
Hook to Video #3: Get them excited for the next video.
Tomorrow, you’ll discover ___________ .
VIDEO #3: OWNERSHIP EXPERIENCE
Future Pace Experience: Imagine what your life could be like if you commit to this program.
I want you to take a moment to imagine what would be different in your life if ___________ .
What possibilities would open up for you if ___________?
How would you be different if ___________?
How “YOU” Do It (Content #3): Imagine yourself doing this exact process. Here’s what it would look like.
Now, imagine yourself doing ___________, then ___________, and finally ___________.
Can you see yourself doing this?
In your mind’s eye, it looks pretty simple, right?
Hinting to the Offer: Would you like the chance to learn in the fastest, easiest way possible?
We all know reality is usually a little more complicated than our imaginations. But I know this will change your life, and I want to see you succeed. That’s why I’m going to help you ___________ .
Hook to Offer Video: In the next video, I’ll show you how you can get results just like these.
Tomorrow, I’m going to show you the fastest and easiest way to ___________.
Your success is closer than you know.
VIDEO #4: THE OFFER
Here’s What I’ve Got: Explain the offer.
I really want to see you succeed. I’ve been where you are, and I know how hard it can seem. That’s why I created_______________.
Here’s what you get . . .
Here’s What You
’ll Do with It: Explain how it works.
Here’s how each piece helps you move forward . . .
Here’s What It’ll Do for You: Explain the results.
When you follow the steps as I’ve outlined them, here’s what you can expect . . .
Here’s What You Need to Do Right Now: Explain how to order and what to expect next.
Just click the button below, and you’ll be taken to a secure shopping page. In just three clicks from now, you’ll be on your way to ___________.
Let’s Review: Product Launch Funnels are best used with warm or hot traffic. We usually send people to the videos from a link in an email—either to our own list or to an affiliate or JV partner’s list. You break down your sales presentations into more digestible chunks, delivered over the course of a few days to build up excitement. You teach in the first three videos and then sell your product in the fourth.
Up Next: If you sell high-ticket coaching or consulting, you probably spend a ton of time on the phone with tire kickers and people who really aren’t a good fit for your offer.
Wouldn’t it be cool if you could just collect applications and pre-frame your high-ticket consulting clients to say yes before you even get on the phone with them?
DotCom Secrets Page 17