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Episode 5

Webinars - UNCUT

It's not so bite-sized this week as Nigel is talking about the EC's single best marketing pillar right now...

...(it's responsible for 2/3rds of all our sales!)

Get all the details in this special 'uncut' episode!

Enjoy!

Episode 5:
Webinars - UNCUT
00:00 / 00:00

Episode Transcript:

Nigel Botterill:
Hi, welcome to Business Growth Central, where this week we are going to go in-depth, in detail, into how you can run really effective webinars. Now, I recognise that webinars are not for every business, but for many businesses, they are a great way to attract, and indeed to convert ideal prospects into customers. You see, webinars position you as a real expert at what you do. Providing, of course, that you do it properly. And they have been, in my business, one of our best-converting means of growing our business and getting more customers for many, many years now. Indeed, I was just thinking before we started filming today that in this office, this is where I work, this is my office, my home, as it were, I spend more hours here than I do at my home. And in these four walls, we have generated well over £20 million of sales over the last six or seven years, most of which has come through webinars.

Nigel Botterill:
So today we're going to focus on how you actually do the webinar. And when you're doing a webinar, there are six important parts to it or different stages. We'll look at each of them in turn. First off, we've got what we call the confirmation. So let's just think what we're trying to achieve here with a webinar because we're trying to maintain getting people's sustained attention for a long period of time. And that's as difficult as, like, manned space travel.

Neil Armstrong:
That's one small step for man-

Nigel Botterill:
So to give us a chance of making that happen, we're going to start our webinar by confirming to our viewer that they've made a really smart decision by deciding to attend.

Nigel Botterill:
Next in the confirmation phase of the webinar, we'll introduce ourselves. Because we want them to feel comfortable and familiar with us. And then we need to sell them on the reasons why they should wait and stay with us until the end of the webinar. Now this isn't us selling what we might be going to sell them. It's us selling the benefits of what they're going to get from being on the webinar with us today. So it's over the next 45 minutes, you're going to discover bullet point one, bullet point two, bullet point three. Now, it's important that you keep this first bit really simple. It doesn't need more than a couple of slides. Because remember at this point, your audience don't care at all about you. All they're interested in is how you and your content might be able to help them.

Nigel Botterill:
The second part of any super effective webinar is what I call the difference. So how many of the people that are going to come onto your webinar do you think are coming to a webinar for the first time? It's probably not going to be that many, is it? Your average prospect, your average viewer on your webinar is probably quite a bit jaded, very sceptical. Because you see, most of the webinars that they've been on before will have been a little bit shit. Because most are. It's all meh. They don't really learn anything new. And what we're going to do in this second phase of our content is make them realise that this webinar, that's tonight, today, it's all a bit different.

Nigel Botterill:
And one way we're going to do this is we're going to tackle the objections that we know they have got in their head before they ever get the chance to articulate them. So for instance, people coming one of my webinars think, well, it's all very well for you Nige. You've got a big list. You're really good at all this video stuff. I couldn't possibly do that. And the minute you acknowledge their objection, the thing that's going on in their head, well, what it has the impact of doing is it turns off that little voice in their head, and they're able to listen to you instead. It removes their objection. Because if our brains are looping on scepticism, they're not paying attention to what you're saying. So we've got to get rid of it and deal with some of the objections that we know are there. And it's one of the ways that we make our webinar very, very different.

Nigel Botterill:
So one way I've addressed this in my webinars, I would say, well, now it's true that I have a list, I've been doing this for quite some time. So I guess it's fairly natural I will be successful with webinars. Now, boom, just by saying that little bit, I've started to dismantle the scepticism that's in their head. But now they've moved on and they're going, yeah, that's right Nige. You have got all that experience. I haven't got that, so this won't work for me.

Nigel Botterill:
So I have to address it. I have to say, now, if you're looking for something, a means to get rich quick, then tonight probably isn't going to help you. If you're a fake expert or someone that doesn't really care about your customers, then again, this probably isn't for you. But if you're really good at what you do, if you've got content and value that would enrich the lives of others, then what we're going to share in this little webinar session today could be really helpful. And by saying it in that way, what my audience will think, oh this guy is upfront. He's being honest with us. And the scepticism falls away. And it's one of the major ways that we ensure that we tackle this important second part. The difference.

Nigel Botterill:
Now, the third part of our webinar is what I call the bond. Not 007 James Bond, but the way we're going to connect you with your audience. So the way we form a bond is we tell a story. And ideally, there's a four-part structure to your story. In simple terms, I had a dream, I had a struggle, I made a discovery, and this is me now. Those four parts. I had a dream. I had a struggle. I made a discovery. And this is me now. Very, very simple formula. I'm sure many of you will relate that to things that you have seen and heard in the past. But it's a very, very effective way to forge a connection between you and your audience.

Nigel Botterill:
"But Nige," I hear you cry. "What if I don't have a story?"

Nigel Botterill:
Well, in my experience, most people actually do have a story. But if there really isn't one there that is relevant, then whatever you do, don't make things up. That would be a really bad strategy for the long-term sustainability of your business. What you can do instead is you can present evidence and use facts. When we launched our Facebook ad service a little while ago, which we did via a webinar, there wasn't a story involved in that one at all. But I gave people lots of information. Very compelling, factual information about the importance and magnitude and size of Facebook and the impact it's having on marketing. And that helped us to get through to a very successful launch.

Nigel Botterill:
By the way, don't forget at this point that the vast majority of people that are on your webinar are not going to buy from you. And that's okay, but we might as well make it good for them. Why would I make it good for them, Nige? Well, because although they're not going to buy today or tonight or on this campaign, if you give them really good content, really good value that enriches them, that enlightens them, that makes them go, ah, then they'll hang around and pay attention to the other content that you're putting out. And at some point, they're quite likely to buy.

Nigel Botterill:
So we're now into the fourth part of our webinar structure, part number four, and we call this the payoff. Now, the pay off is the actual content of your webinar. The useful stuff. The beef. And the mistake a lot of people make when they're getting down to the beef and the content and the pay off is they try and do too much in a webinar. You are not trying to solve all of your prospect's problems in a single 45-minute webinar. And I've got a little formula here that will help you work out exactly what you should be focusing on and sharing with them.

Nigel Botterill:
If we strip it right back to basics, the fundamental reason that someone is coming on a webinar is because they are unhappy with the results they're currently getting in some aspects of their life or business. And what they are hoping for, searching for, looking for, is some beef that will help them be happy with the results in that particular part of their life or business. It's no more complicated than that.

Nigel Botterill:
So all you have to do is map out the three big things that will help them to get the results that they want, and make sure that each of those three things is immediately actionable. And those last two words are really important. So what you're looking for to build your beef around, the payoff part of your webinar, the content that you're going to deliver, needs to be focused on three big things that will be useful and helpful to your prospects and that they can immediately action. That's all you need. Don't give them six or seven or eight or nine. Or God forbid 18, as I once tried to do. That was a massive failure, I'll tell you. Just focus on three big things that will make a difference to your audience when they are able to immediately action them.

Nigel Botterill:
Because remember, the best webinars are just part of the process. They're not an end in itself. It's all part of the journey, part of the relationship that you are forging between you and your prospect. You don't need to do everything in 45 minutes. And when you do this properly, what you create of course is an asset. An asset that can keep performing and delivering in your business, i.e. the webinar is an asset that you can keep running. It's not a one-off promotion that's here today and gone tomorrow. It's part of a strategic picture to move your business to where you want it to be.

Nigel Botterill:
And if you think about it with a webinar, there's three ways that we can kind of demonstrate to our prospect that we know our stuff. We can tell them we know our stuff and how good we are. We can show clips or get other people to tell them how good we are, that we know our stuff. Or, we could actually show them that we know our stuff and that we're really good by actually helping them. It's the old show them you can help them by actually helping them trick that we've talked about before on Business Growth Central. And that's the best way to approach your pay off.

Nigel Botterill:
And the other really big, important reason to adopt this approach is that when you do, what you'll find happens is that the money keeps on coming, often in much larger amounts, weeks and months and even years after the webinar, because you help people. So they stay close. And that big discovery was a massive step forward for me in my business. And I hope it can be for you in yours.

Nigel Botterill:
In fact, when I think about it and reflect properly, the real money is in the followup to the people that didn't actually buy on the webinar. We all get very excited by the results from the webinar itself, but it's the money that comes from the followup that is the big prize in most businesses. So you want everybody going away thinking, wow, that was brilliant. What a useful session. And the way you get there is by focusing your content, your beef, on three things that are immediately actionable by them. And you do that by not getting bogged down. Don't get sucked into the detail. Keep it at the right level. Three big things, solid fundamentals, things that will make them go, ahh.

Nigel Botterill:
So the fifth part in our webinar structure is what we call the transition. Now, the transition is when we move from teaching to selling. So here's the deal at this point. People have come along to your webinar, they've stayed with you until this point. They've paid attention. They clearly want the results that you're all about delivering. So we shouldn't feel awkward at this point about switching to talk about what you have to offer. But a lot of people do. So let me give you a couple of phrases that I use, that you might find helpful. And if you've found this to be helpful, you're really going to love my new program. So those are three ways to grow gigantic tomatoes. And if you found that helpful. You're going to love my new program.

Nigel Botterill:
See them? Green fingers. In simple terms, it's the, it's as simple as that. You know, you just tell people, if you found this useful, if you've found this helpful, you're going to love what we've got next. Those words are quite important. If you found this helpful, you're going to love this. And that's the transition. That's how you move from the teaching to the selling.

Nigel Botterill:
Which brings us to the final part of our webinar structure. Point number six, when you get to make the offer. So this is when we make the sales. This is when the money comes in. And there are 12 parts to presenting your offer properly. And if you skip any of them, you will diminish the results that you actually get. Let me go through them quite quickly for you.

Nigel Botterill:
The first part is what we call the triple fact confirmation. Now, this is classic NLP. But when you tell people two facts that they know to be true, they will, therefore it follows that the third thing you say will also be true. So if I say, for instance, you registered for this webinar, and you've stayed with me the whole time, those are two facts that are unquestionably true for our viewer at that point. And I can then follow it with, and now you know the smart thing to do next, which leads them into my offer.

Nigel Botterill:
Second part then is I go into the reason why intro. So I say, that's why you're going to want this. You do it by using the words, that's why. It's a really good segue. So you understand how these parts all start to come together.

Nigel Botterill:
So now we move into the third part of the offer, which is when we start talking about the big benefits. Remember the difference between a benefit and a feature. This bit is all about the big benefits. And the best way to do this is to use a if-you-want structure. So for instance, if you want to attract the ideal clients into your business, if you want to build lots of goodwill with your prospects, and if you want to be positioned and perceived as the expert at what you do ... See what we've done there? Big benefits that we're starting to move on. This is all flowing together.

Nigel Botterill:
The fourth part then of the structure is what we call perfect for you. Because then we say, then this is going to be perfect for you. See how it's all working?

Nigel Botterill:
In step five of the offer, you start to walk them through what they'll actually get. This is where some of the features might come into play. This bit is when it can sometimes feel like you're on QVC or one of the shopping channels. Because you're just going through all the different elements of the product or service or the offer that you have got. But you're doing it having positioned it in the right way by those first few steps.

Nigel Botterill:
Now the next part is really key. It's when we do a value build and we get the retail price established in their heads. And the way we do that is we talk about the normal prices for the things that we are selling. A typical program like this is £10,000. People are paying £15,000. Whatever it may be. We've got to get the big numbers in here. They have to be realistic. You can't make them up. They can't be pie in the sky, wishy-washy, wannabe be numbers. But you need to get the big numbers in here that start to anchor the value of what it is that you are selling. And when I'm presenting, I'll say it, and if you add all that up, it comes to something over £33,000. And then I do what the experts would call a price drop. I say, but you can get it today for three payments of £3,000. So straight away I've dropped the price from £33,000 to £9,000. But that's not the real price.

Nigel Botterill:
Because then in step seven of our offer presentation, I do the real price drop. And I say, look, you stayed with me today. You clearly want this. But you know what? I want to do something really special today. So I drop those £3,000 instalments to £2,000. So now the price has come down to £6,000. And most people never do those elements. They never do the value build so they can never do a single price drop. And those that do a single price drop never get to a second price drop. But when the second price drop lands, when it's delivered properly, and I do recognise that you have to practice this a little bit, but when you deliver the second price drop properly, it becomes so much more appealing to your ideal customers.

Nigel Botterill:
So having delivered the price, we then move onto the eighth part of the offer presentation, which is our risk reversal. And this is something that I know a lot of businesses wrestle with, and I've wrestled with it myself over many years. But the more you can take away the risk to your customer, the easier it will be for them to make the buying decision. And there's all ... We haven't got time on this episode to go into all the different types of guarantees and offers that you can make here. But fundamentally you need to consciously look, how can I extract risk from them and bring it in here, and do so in a sensible way? Because the more of the risk you can reverse, the more sales you'll make at the end of your webinar. And if you ignore risk reversal, you're going to make it so hard for yourself.

Nigel Botterill:
The ninth part of your offer is the bonus. There has to be a bonus. It will be something. It might even be something that's normally in, that you can extract it and present it as a bonus. Something they are getting that is additional and extra and is a bonus for them. It makes your offer more compelling, and it'll bring more people through the checkout with you.

Nigel Botterill:
The tenth part is your recap. So you then go back over literally everything that you've just done and you recap it for your audience once again.

Nigel Botterill:
And then ideally for step eleven, we've got some form of scarcity. But, and this is really important, don't ... you can't use made-up scarcity. People know. If you say, oh I've only got 500 seats on this thing or whatever, it's a virtual thing you're doing, they know that's bollocks. And they'll see right through you. And you can undermine so much of your good work earlier if you create false scarcity. But if there is real scarcity, then it's very important that you encompass it within the offer. Because it will make a big difference. But don't make scarcity up. Don't use false scarcity. Don't say things are scarce when they're not.

Nigel Botterill:
And then it all comes to a head with a very clear, crystal clear ... Nay. Crystal must be opaque in comparison with the clarity of your final step. Which is when you tell them exactly what you want them to do next. You articulate really clearly what they need to do to access the offer that you've just presented to them.

Nigel Botterill:
So I'd finish with something like I hope you've enjoyed this presentation tonight as much as I've enjoyed making it for you and delivering it for you today. And the best advice I can give you is to enrol in this program right now because you're still here. You know what to do. The question is how to do it, how to get it done. And we both know that you're taking this class. It's going to give you the tools, the strategies, the tactics, the motivation, to actually go from point A to point B. So you make it very, very clear as to what you want to do. And do your webinar, my friends, is complete.

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