You're listening to path to purchase a podcast for passionate and committed business owners and marketers, Oli Billson and Tom Breeze are here to give you the tools and knowledge you need to grow your business and take decisive action. Welcome to the episode.
Speaker 2: (00:14)
Hey everybody, it is Tom Breeze here. And also I have with me Oli Billson. How's everybody doing? Hopefully everyone is doing very well. And, did you have a good knee and good Christmas, Oli, it was fantastic. Yes, it is. Fantastic. Good to hear it was interesting. It was, I'll tell you what was interesting was that, there was some clients of ours, some of our agency, Hines, who probably within two weeks of the Christmas period decided that they wanted to run, some holiday campaigns, which is fantastic and it just so happens they said, yeah, great. So we've got all these great ideas and we want you to go and, well put them in motion, let's make it happen. So we have several people running webinars between Christmas and new year, and we had some people that were running boxing day promotions and yeah, it was all very, very interesting and so quite chaotic but well what'd you do you tend to find the conversions are higher or lower over Christmas generally across most clients.
Speaker 3: (01:25)
Well, what was really, really interesting, especially on the webinar one, which our guests will give an indication of kind of consumption as well of people that are actually showing up, not just registering for things. The webinar was on the 29th of December and the show up rate was 55% or a little shade over right. And higher than usual, right? Oh yeah, yeah, that's fine. And so that was one was do you normally expect to get short rates, I would say, you know, 40% would be an average, that will thereabouts, depends on if the relationship that you have with your list, if they've been on webinars before, what the general kind of hook is of the webinar and stuff. That's all quite interesting and important.
Speaker 2: (02:15)
I suppose the time from registration to actually webinar running as well would be another factor.
Speaker 3: (02:19)
It is. Yeah. And in this case, we started promoting, you're actually on the, the 26th, which was Boxing Day for a webinar on the 29th. So, you know, I think four days is out so that meant that we kind of got the opportunity to send one email invitation one the next day one, we sent one every day and two on the final day if they still haven't registered.
Speaker 2: (02:49)
Got it. Okay. Perfect. Good results. It was exceptional it was an exceptional, it was a, approximately an $1,800 product that was being sold a training course. Yeah. And, and so we had, rough numbers, were that we had, about 900, about 900 people that registered and, in that case, I think it was like four 90 actually, who actually got on the webinar initially. They, they got on that, obviously not, we don't really count everybody that just gets on, we want to know that they stayed for a certain period, but that's a whole different conversation session versus a visit. So, yeah. Yeah, sure. So they, they actually, they got onto the webinar now I asked the client, you know, what would you expect to sell on the back of this? And they said, wow, because of the price point, realistically, we love, we love a good result with, to come away with like 12 days of Christmas.
Speaker 3: (04:04)
Yeah. I thought, you know, maybe the conversion, you know, if you, if you got say 400 people or so into the, you know, into this, we kind of reverse engineer it back to save. It's realistic once we sent a few emails, like what's it going to look like? And yeah, I think they, they ended up with a bit of followup, at the, on the evening of the 29th and then a hard deadline, which was on New Year's Eve they ended up with 29, sales. So, that was great. About four 90.
Speaker 3: (04:47)
Well, technically price point, that's 6%. Right. It was actually higher than that because only 300. And, I can't remember the exact number, but it was, high three eighties that actually saw the offer. So actually the, the actual conversion is actually higher than that. So 19 hours, three 60, so three 80, if, yeah, yes, let's go three 74 in the middle there. Yeah. Nice. So, pretty, pretty good numbers so we over achieved it and I don't know if you just said 1920 9.1 ish percent. Yeah. And it was pretty crazy and I didn't envisage talking about this, but it's an interesting conversation I'll tell you what is really interested in their take away. I think you always learn things. I mean, we, we just do so many promotions sometimes. We don't always do a retrospective on stuff sometimes to really dissect what really worked, which is actually a very sensible thing to do. Now. What is [inaudible] awesome. The glory of the money that's coming in. Actually look at it and think, have we improved this damn thing?
Speaker 3: (06:04)
Yeah. Yeah. It's certainly, so a learning point for me, a takeaway and probably some people who are listening to this thinking that, you know, I run webinars and yeah, that's a really good result. And by me you must've had quite a lot of people that will, you know, you promoting to. One of the big things that we got, that made a big difference was one click registrations for webinars. So we use webinar jam as the actual technology and it was a live webinar. It wasn't an automated webinar and we did a one click registration, which meant there was a button that we put actually in the email that said I register with one click and what we did was all of the images that were in the mail, including the header, and even a bio photo that we put in there, we had as the link to click to register.
Speaker 3: (06:58)
Now that's a little bit shady in a way because if they click the link to register, actually registering versus, you know, any link that's on that, but they're clicking around and it meant that we knew that we'd probably get with a one-click. And when we run this before, you always get a lot more people who register, books that men can sometimes have an issue, in terms of and follow up, but just give you afford you the opportunity to, because those people who've opened and they clicked and they registered essentially one way or another to actually do a bit of teaching before the webinar that gets them even more interested in and excited about attending. So, then that increases the show up and, and obviously increases the number of sales at the end of the day.
Speaker 2: (07:45)
Very interesting. So, because we're on this topic now, I think we should start because I've got other questions about webinars as well as just the second full year. So I think there'll be a good idea to talk about webinars and go into a bit more detail about this in terms of, what you see working from webinars and like say like, okay, here's a, here's something that people aren't redoing with webinars that we see work really well I've also got questions around timing of webinars as well how long, I mean, everyone always asks me how long should a video ad be? And my answer is always like, make it a good video. Don't worry about the length of it. Like normally try to make it two or three minutes if you can, but if it goes on longer, great. Don't worry about it. Get content. Now, I don't know if that's the same advice for webinars and things, but I mean, I know that you focus on this stuff quite a bit. You've done a lot of promotions and very, very successful campaigns for clients if, say for example, I was to run on webinar, what would you say would be like, okay, here's how to know you're choosing the right topic, or here's, what advice would you have basically on like running the best webinar you could?
Speaker 3: (08:47)
Sure. I think the way that I start with a webinar is actually with the order form. Okay. I start with what are we selling and what's the offer? What's the thing that we're actually going to sell to these people? So like you're talking about the fall, like the milestone is get the sale. That's the, that's the finish point. Yeah. Backwards from there and make sure that you have everything in place to support that process. Yeah. So, you know, in terms of, you know, looking at different offers, and thinking about what bonuses we might be being including, in some cases that can be to test, it might be a case that there's some fast action bonuses that if they take those offers that evening and they make Spire then so that they post webinar followup doesn't provide those offers. So it's actually going to a different order form, can be a little bit more of a sophisticated strategy.
Speaker 3: (09:46)
But in the main, I'm always looking at what are we selling, what's the offer and, you know, what's the value, that, that we're, we're, we're giving that. And then in terms of deadlines on there to put that scarcity in place and kind of like generate, I mean, I've always done it, but scarcity, scarcity to any offer tends to massively increase conversion rates, especially just before the time kind of closes, so to speak okay, cool. So there's scarce dimensional that's in there in some way, shape or form. Okay, cool. Sorry, I make sure it's made sure it's irresistible. I mean, people don't, you know, really think about, you know, for us when people talk about direct response marketing, and they talk to me in general. This isn't just about webinars, just about anything. And there'll be hankering on about the sales copy.
Speaker 3: (10:46)
There's only really three parts to our two direct response. There's the list. It's been sent to the copy and the offer. That's the three things that everybody goes towards copying, you know, the better copy we have, the battery, it's going to convert the actual fact 60% of the success of any campaign is always going to be down to the audience, down to the actual list. Okay. Quality of the list and, and yeah, making sure that you've got a good connection with them as well. Sure. [inaudible] about 30% is going to be the actual offer, the thing that you're actually enticing them with and then only 10% is really going to be the coffee. And so, you know, if you've got, if you've got the right audience, then you know, with the right offer then you are going to make some sales. And so, you know, way that you structure your presentation and yes, there's some proven formulas to be able to do that.
Speaker 3: (11:45)
Things like, you know, in the webinar you probably in your content piece, you know, about 70%, 65%, the webinar is going to be teaching them some things to you know, really open the, you know, pull back the curtain and show them behind the scenes of how they can overcome certain problems, challenges, and how you can actually help them, how working with you can help them but that was a demonstration of value and yeah. Or authority as well. You know, in terms of teaching, you are, solidifying your, your, your authority. Yup. Most people try and teach too much they try and go into too much content, too much detail because they think that the more that I give, the more that I'll get back. And, what you've got to be careful of is the fact that you really, you really don't want to be over-delivering with content.
Speaker 3: (12:40)
Really what you deliver needs to definitely be impactful books having said that, you probably want to be limiting your teaching segment to probably three to five part maximum. So three secrets that you gave into that's going to be revealed. Three parts to it. And I think just keeping to that kind of framework just makes it easy for you to think, okay. At the beginning of my presentation, it's all about establishing my authority. I'm establishing my expert status and credibility where I come from a fantasy so the, you know, you understand who you're talking to, the, you know, your hopefully resonating with them and that's the reason why they're on the call and that you've done a lot of good things, good things, but you've also done a lot of bad things and you've learned from those lessons. And then segwaying into here, I'm going to share with you three things and this is what they are.
Speaker 3: (13:41)
And we're going to go step by step. They're going to take you through each and then move them from that teaching segment towards, now if you'd like to work with me personally and help you implement this, then that's great. I'm sure what I've talked to you about tonight, it's very important and you can see that and you can go away and hopefully implement it and some people on the call out definitely want to do that. But if you want to go further, if you wanna go deeper to work with me personally, then we can do something else. And I've got good news for you because tonight you get the opportunity to, for me to unveil how we can do that and so, you know, you can tell, I've probably done that a few times. You go through it quickly, but it's the same as you when you talk about videos and you sort of just naturally roll this off your tongue. And I'm like in awe of that.
Speaker 2: (14:31)
What do you know? Do you know, what I think is really interesting about it is like the structure you just mentioned there is very similar to the structure that we put together in a video. You're much more conduct a concise version of it, I suppose. It'll give me a way to three good pieces of content. We're still making sure we establish your authority and credibility in the video and we try and wrap it up in some way or, or form or a case study, for example. Here's how we managed to achieve this result. Here's what it's allowed us to do and what sort of stuff it is always about like demonstrating value, actually giving values to the person that's listening in and then telling them how they can take the next step. So it's a similar process. I mean the video ad is during the sales process of saying take the next step.
Speaker 2: (15:10)
And I suppose the webinars doing exactly the same thing again of saying here's more great content. We've unpacked a little bit more, but Hey, look, what I've got for you is much bigger than that and it's going to solve all the rest of your problems that you've got. And maybe some of the problems you didn't realize you have right now open their eyes a little bit further. And, and you have a package that, so in terms of identifying whether you have a good, I mean, I'm not whipping like you're talking about previously, you're selling $1,800, right? Yes. So, that for me feels like it would be a high ticket, higher ticket item than usual so yeah, no, I totally agree and that's great. I love pushing the boundaries, but like what would that offer consists of typically like when you're, when you're going in at that level, what would you, would it be like, are you starting to give away some coaching time? Is that kind of idea is a long term program? What is it that, I mean, I can't imagine there may be one product.
Speaker 3: (16:05)
It's really just like everything. It's the value of what the, the, the, the transformation that they're going to get as a result of attending that training. So this gives them the opportunity to really add an additional income stream to what they're already doing. They're established. And in fact, to be fad, the audience is about knowing your audience, are predisposed and partially pre-educated too buying and specifically buying this thing. And so to actually go from that to a high ticket item like that was very possible because of the relationship and the market in the background and that's very possible. Most of the time though, you're totally right you would usually be doing some kind of two step sale, you know, not usually, but it can be the case. You can do an application. You know, we do that when we sell business opportunities where we are essentially getting somebody to apply.
Speaker 3: (17:02)
Now that could be a free application, meaning they're scheduling a call and filling an application in with somebody or it can be a paid application. I like to be doing one of my businesses, which is a 500 pound refundable deposit and so that's what we do on that particular type of webinar as well so, you know, there's lots of ways to structure those things but the, the absolute key I think is that, there are lots of things with webinars that you can do a lot of things that you can do and you know, I, I think it's quite modular and I think what we should probably do is like in another episode he's actually break down each one of those modules and go a lot deeper because there's certainly some things that we could talk about from the advertising perspective of that's quite interesting because I'm still seeing a lot of people with cold traffic actually driving to webinars right now. That's interesting. What sort of webinars should you offer? You know, should it be a just in time webinar? Should it be scheduled? How far out should it be evergreen? Should it be live? We can, we can really get into that. But I think the, the thing is is that I often add to, I often get asked and just to kind of nullify any thoughts about this, do webinars still work? Are people still doing webinars? And they absolutely are. And they are absolutely working right now just since day one as easy as before. Cause the people are new. People are trying to do it and not get great results. Right, exactly. Like Google ad words, let's say. Oh no, it doesn't work at all. It's like those work, cause you've got to have a good product and a good sales process and it does work for you. It's on the side where the level is. And if you hear people saying, Oh this new sales approach doesn't work, it's like, no, it doesn't work for you probably. Right.
Speaker 3: (18:46)
It's not always the case of it's not what you do. It's the way you do it and who you do it with and who you do it too. Right. So it is really, really, it's a really interesting topic and I think, you know, I think it'd be a good opportunity for people probably listening you know, talking about this now and talking to our, is it in our usual casual way, that we should definitely go into that deeper at something. We should definitely do a part two of this episode for sure.
Speaker 2: (19:13)
Done. All right. Okay. Alright. I know you need to go as well because getting a phone call but, listeners, I hope you found it very useful and we're going to do part two and go into a lot more deep dive into webinars and getting the very best results from them. And, we'll see you in the next episode. Thanks everyone. Take care.