[BONUS] How To Automate The Sales Process And Have It Work 24/7/365.
Written by Kevin Williamson on January 17th 2017
You have learnt the process for building the foundations of a successful online business that will give you the LifeStyle that you're looking for.
My guess however, is that you don't want to be working "IN" your business but instead want to automate as much as you can to allow you the time freedom to be doing what you love?
One of the easiest ways to do this is to use an automated webinar. Proven by the likes of Neil Patel, Frank Kern & Russel Brunson the automated webinar is a great way for you to step back from the sales process.
What I will be covering in this post will show you '3 Super Simple & Effective Steps' that will help you breakdown the process of creating and automating a high converting webinar to sell to your prospects 24 hours per day.
We will be discussing:
- The Registration Page (How to craft a high converting page)
- Engagement (How to get people to actually show up)
- Replay (How to do the work once and get paid forever)
So let's get started with what gets all those people registering for your webinar in the first place. The Registration Page...
Step 1. The Registration Page
Having a killer webinar is great. You have spent time crafting your offer, but what happens when no one shows up?
Webinars are a great way to manafacture authority, especially good when you are starting out as you are positioning yourself as an expert in that area.
To get as many people on your webinar as possible is going to take a little bit of work. Gone are the days when "Sign Up Now" was enough to get people to jump on and remain engaged.
It doesn't have to be hard work to get your registration page up to scratch. Just include these 4 core elements and you will be well on your way to crafting a successful registration page.
1. Your USP (Unique selling proposition)
You USP is the "What" you write on your registration page. Also known as your value proposition this is what will intrique people and convince them to sign up to your webinar.
The USP can be broken down into 4 key elements that need to be on the page to best display it.
This is your first shot at delivering a good impression, your main headline is the first thing potential customers will see and read.
It should be clear and specific about what a visitor will get from the page. It should also show them that they are in the right place.
The supporting subhead:
Now the main headline needs to be short and to the point in order to be powerful. You should also make your main headline even more powerful with a complementing sub-headline.
There are two ways to use a supporting subhead correctly; as a direct extension (like it’s finishing a sentence) or by extending the message and implementing an additional “persuasive” message to emphasize the main headline.
For example, if your main headline says “Learn The Top Methods For Attracting A Large Audience”, then your supporting subhead should be something along the lines of “And Turn Them Into Customers With These Simple Techniques”.
The reinforcement statement:
Most people don’t read all of the content on a page, no matter how amazing it is – they just don’t.
Instead, they scan pages and try to skip ahead. This is why it’s so important that any titles you use (like the main headline, subhead, benefit titles and features) are easy to be seen by somebody “skimming” through your page.
But there’s another thing you can use, and that’s the reinforcement statement.
The reinforcement statement should be somewhere halfway down your page and the purpose of it is to add a mid-experience message that you want to give to your visitors and remind them what you’re about.
It’s basically like a second headline, reinforcing the “purpose” of your page.
The reinforcement assures visitors that whatever it is that you’re trying to get out of them (opt-in, sign-up or whatever else) is for a good reason.
The whole point of this is to get your visitors excited about your CTA, and reassure them that they’ll be getting great value in return for their registration.
The closing argument:
The closing argument is very similar to the reinforcement statement – it serves as a back-up to your main value proposition.
This is where you get one more chance to give your visitors some insight into the benefit of your offer. If your page is short, this won’t be necessary as the headline will still be visible.
The reason why your webinar is the best:
Somewhere on your registration page you should state why your webinar is better than the rest of them out there. Now, it doesn’t really have to be the best webinar ever created, but something that makes your webinar unique should be used to promote it.
What problem does it solve (that others don’t)? Is it really easy to follow and apply?
Whatever you feel is the golden point of your webinar, emphasize that as much as you can on your registration page.
Remember your registration page has to “buy” them enough to get them to register, so give them your best.
Now, by using one, two or all of these USP elements on your webinar’s registration page, you can give your potential customers all of the most persuasive reasons as to why they should sign-up, opt-in or save their spot for your upcoming webinar.
Using some or all elements USP should be done in a way that you emphasize something that makes YOU the best option for your target customers. What makes your webinar a must-see?
It doesn’t have to be the best of the best, but you have to focus on providing something that they can’t find somewhere else in order to get them to your side.
2. The Hero Shot (Image or Visual Representation)
The Hero Shot is whats going to catch the attention of your readers. It has to be AMAZING.
As the old saying goes, a picture is worth a thousand words. That means that your imagery should stand out and be the best graphical representation of what it is that you are promoting.
It must have a high perceived value easily shown by the image you use.
Lets use Digital Marketers landing page for their Facebook Ad template for example.
Notice how your eye's are naturally drawn to the image on the right hand side? Which conisidently is right about the CTA button?
That is the same kind of affect you want to have with your product or service to get as many registrants for your webinar as possible.
This is also a great example of how to incorporate the USP elements I mentioned earlier.
Because the main headline, the supporting one and the actual hero shot, complement each other and give us a “hard-not-to-register” registration page.
If we look at the people at Zendesk they give us a great example of how to use the hero shot in video format.
Your hero shot might feel like you’ve done enough proving to your prospects and that you’re providing them with value that’s worthy of their time but, you’ll still need to give them something to help them make that final decision and register.
That’s where social proof comes in…
3. Social Proof
Social proof is one of the most powerful persuasion tools you have in your arsenal.
Great social prood provides a number of benefits to your page. Including releif that the product or service is worth the time the prospect is about to put into it as well as the fear of missing out if they don't do it.
Here is a great example of using social proof on a page...
UPS used great examples of social proof elements on there webcast. In this instance, case studies.
Another great social proof element is the clear and professions photos and titles of the speakers/hosts of the webcast.
Even if you are not yet positioned highly any information about yourself can always help to add an element of social proof to your page.
Its all down to proving to your audience that you are who you say you are and that your product will do what you say it will do.
Social proof is a whole subject to itself, and unfortunately many people do it the wrong way.
But using social proof correctly will help you increase your credibility and authority.
4. The Benefits
Benefits > Features.
Ultimately people don't care how many bells and whilstles your product or sevice has. They want to know the BENEFITS they will get from using it.
What result will it provide to them? How will it make them feel? These are the kind of questions you want to be answering on your landing page to get the prospect to emotionally invest into your product.
Make sure to keep the benefits simple, easy to digest and relevant to the product or promotion you are running.
5. The Call - To - Action (CTA)
The Call to action is THE most important part of the webinar landing page. If you get this part wrong you will see a massive decline in your conversions.
Its the main part you want people to have their eye on and interact with on your registration page.
This means the placement and design need to work in tandem with the copy of the button to get the highest results.
The design includes shape, colour and size. These can all have an effect.
When it come to CTA's you want them to stand out.
This means that when you are designing it make sure to have contrasting colours (Side note* Make sure they look nice. If you can't stand the look of the colours but they "Stand Out" I would probably avoid that). This will draw the attention of the people viewing your page.
Size DOES matter. The bigger the better when it comes to CTA buttons. Just dont make it look silly on the page. Go big enough so that it draws attention, but not TOO big that you cant see anything else.
The copy on your page should be a clear "Do this" command. People are much more likely to convert when they are given simple clear instructions to perform a task. For example - "Register Your Seat Today"
Step 2. Engagement
Engagement is an important factor when it comes to promoting your webinar.
Just think about it, a webinar is a seminar conducted over the internet so in essence, it should involve two-way communication.
If you don’t get the other side interested in some way (or engaged), you won’t be getting anyone even close to your webinar.
Just because your webinar is free, won’t guarantee people running to sign up. Free doesn’t always mean value, and when it’s their time that they’re giving to you, people want to know that it’s worth it.
Now when it comes to the period of time when you should start promoting, it’s best to begin at least two weeks before the actual webinar event.
And the best way to approach your potential audience and promote to them is via e-mail.
The effort you put in promoting your webinar should pay off for you and your potential attendees.
There’s one thing that sums it all up, and it’s called the indoctrination sequence.
What that is, is basically “building” up buzz with your audience with the help of e-mails.
The time you start building the buzz should be somewhere between the time they’ve registered up to the day before the actual webinar.
These e-mails should be valuable and resell potential attendees on the value of attending the webinar.
The e-mails that they open from you should get them excited about the webinar and get them hyped enough so they attend it.
How? Well they already know that it’s happening, however, what they don’t know yet is all the amazing benefits they’ll be getting from your webinar.
By sending them value fused content, you’ll be giving them results and amazing content in advance, even before they show up to your webinar!
And because of that, they’ll start liking you already and they’ll also get familiar with you and with the things you’re offering them.
This in-turn helps you pre-position yourself as an authority.
And by building “familiarity” in this way, you’ll increase the trust level even further.
That’s the whole point to the indoctrination sequence, to build excitement, familiarity and trust.
Step 3: The Replay Phase
The replay phase is where you can capture those people that were unable to make it to the live event.
It's basically a series of emails and the recording of the webinar.
To get the most out of your replay sequences you will want to split them into two distinct groups.
1) People that attended the webinar.
2) People that registered and didn't show up.
You have to make sure that each email sequence is specifically adapted to each group.
Either following up the actions laid out during your webinar, or encouraging the people that missed out to jump on the replay and get the full benefits of the information you shared.
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