Feb 5, 2018
Jon Tarr wrote a $5.6 million-dollar webinar 15 minutes before go time. No gimmicks. No hype. No sleazy marketing tactics. He did it ethically and — might we add — successfully. Was it flawless? No. But that just proves how overrated perfection is.
Hit the right points, say the right things, be transparent and authentic. Jon shows you how to do it all in this episode.
Episode Discussions:
- Address the main question every webinar attendee has
- Why giving content away leads to more buying objections
- Use Jon’s 3-phase launch strategy to test your offer’s viability
- Jon's winning storytelling formula that motivates buyers
- Why longer Q&A sessions lead to more sales
- A must-use script for handling overly inquisitive Q&A's with class
- Teaser content does more harm than good
- Uncover your market's core desires with this Travis Sago analogy
- Marketing to entrepreneurs vs. non-entrepreneurs
- Sell the end result or lead with pain points?
- Effectively frame and setup offers on your webinar
- Pre-framing offers and the importance of offer transparency
- The educational side of cryptocurrency
[2:29] Jon’s story:
- "Super weird" because “parents were weird” (entrepreneur dad, accountant mom)
- Real estate investor turned direct response marketer
- Infused knowledge and experience with online marketing strategies
- Superpower: build and convert massive audiences
[7:22] Jon's 3 Phase Launch Strategy
Phase 1: Create the offer
Phase 2: Promote and scale to affiliates and JV's
Phase 3: Cold traffic
[8:12] Use the 3 phases to test conversions viability
Create the offer and present it to your audience. If it doesn't convert, it won't be successful.
If it's promoted to JV traffic and doesn't convert, it won't work in phase 3.
[9:14] Jon’s 1st webinar offer:
Facebook Traffic Jam in 2013
Wrote it 15 minutes before going live
Sold 800 people into a $7K or $9K price point totaling over $5.6 MM in revenue.
[10:32] How did you do it?
- Talk to people like they're people.
- Understand that nobody cares about you...they care about what you can do for them.
"If you go on a webinar and you treat people really nice and show them how you can help them solve a problem, they're gonna buy your stuff. That's how I always start a webinar."
[12:56] Jon's sales webinar content:
Gives content without giving too much content.
Creates and illustrates a story.
Opens minds to, "Hey this is what I do. If you join me I'll show you how to do it."
[14:44] "Stories sell. One of the things we teach is how to sell your product before you ever get to the offer."-JE
[15:54] "Will it work for me?" You can't give ammunition to that question. When you simplify it, make it a story and give them the result. It eliminates that question.
[17:42] Craft a successful webinar by talking to your customers.
[20:01] Jon explains how he sold Virtual Cash Machine in 2014 for $7K, direct sales to cold traffic.
[20:55] "The number one thing I see people do Joel — and it's so simple in my opinion, — is they get caught up in what they wanna sell and not what their customer wants."
[24:59] Knowing and marketing to your audience - "Picture Hell Island and Heaven Island and in between are the sharks in the water..."
[27:09] Write copy that avoids bogging your audience with details. Instead, create stories that support the overall model.
[28:23] Sell the end result or lead with pain points? It depends on the market. Travis Sago says...Entrepreneurs "run to heaven," non-entrepreneurs typically "flee hell."
[31:29] How do you frame, present and set up the offer on your webinars? "I always do the offer stack and bullets. I'm a biiiig bullet guy."
[33:52] Do you pre-frame the offer before getting to the CTA link? When I open my webinar, I'm like, 'Here's what we're gonna cover AND I'm gonna give you an opportunity to work with us and you're gonna wanna do that and you're gonna be happy about it."
[35:36] Teaser content does more harm than good especially with cold traffic. Let them know you're in the business of helping people.
[37:00] "People aren't stupid...The minute you're not [honest], you're done, just like in a marriage, right? You build trust and it only takes one lie to bring down years of marriage, so why do it?"
[40:06] A must-use script for handling overly inquisitive Q&A's with composure and class.
[45:31] “Just be a person. Talk to people on a webinar like you would if you're there, and I think that's what's made the difference for me."
Mentioned in this episode:
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