SFR 245: Podcast Webinars...
Here's a deeper look into how I launch my podcast content and the sideways webinar I sneak in\u2026
\xa0
Marketers are event throwers.
\xa0
\u2026 and you can use this strategy to your advantage in ANY content that you put out - yep, even your podcast or your blog!
\xa0
I\u2019m gonna show you a strategy that I use in my content to:
\xa0
\xa0
- Break Objections
\xa0
\xa0
\xa0
- Build Epiphany Bridges
\xa0
\xa0
\xa0
- Build Pressure
\xa0
\xa0
- Announce and Sell products
\xa0
\u2026 it\u2019s time to throw in a sneaky *SIDEWAYS WEBINAR*
I DON\u2019T WANNA PUBLISH
\xa0
When I went to my first Funnel Hacking Live, I knew that I was prepared to do ANYTHING Russell said\u2026 EXCEPT publish!
\xa0
I took 52 pages of notes FHL and in those notes, I actually wrote...
\xa0
- \u201cI don't wanna talk!\u201d
\xa0
- \u201cWhat am I even gonna say?\u201d
\xa0
- \u201cI don't even know if I'm interesting enough to listen to!\u201d
\xa0
My very first episode for Sales Funnel Radio was an interview because I didn't know what to say.
\xa0
To start with, I just published because Russell said to do it. I fought him on that for a while...
\xa0
Fear of talking was one of the things tripping me up.
\u2026 but then I realized, \u201cWoah, producing content is changing me faster than I could change myself!\u201d. \xa0
Creating content was teaching me what to sell faster than I could test things out.
\xa0
I\u2019M A CONTENT CREATOR
\xa0
I\u2019ve finally accepted the fact that I\u2019m definitely in the content business!
\xa0
One of the biggest questions I get right now is NOT:
\xa0
- how to create an offer
\xa0
- how to create a funnel
\xa0
- how to create a sales message.
\xa0
...instead, it\u2019s, \u201cStephen, how on earth do you come up with your podcast content ideas?\u201d
\xa0
And that\u2019s a very valid question - because I produce sooo much content right now\u2026
\xa0\xa0
(Bonus points if you remember the fish slap episode ;-) )
\xa0
I\u2019ve just bought mycontentmachine.com specifically to deep dive into how I create and publish content.
\xa0
There\u2019s a third show that's about to come out, (which is exciting)\u2026 and there's a lot of strategy behind it.
\xa0
However, right now, I\u2019m going to let you in on a secret... (and I wonder if you\u2019ve noticed me doing this?).
\xa0
WHERE I GET MY IDEAS FROM...
Often, I create content based around:
\xa0
- An idea or an \u201cAHA!\u201d that I have
\xa0
- Problems in my business and how I'm overcoming them (a fun thing to document!).
\xa0
- Straight up documenting the journey of what I'm doing.
\xa0
...but other times, I actually use a webinar script to create content.
\xa0
Did you realize I was doing that? It\u2019s very effective ;-)
\xa0
WEBINAR SCRIPTS\u2026 THEY\u2019RE NOT JUST FOR WEBINARS
\xa0
You\u2019ve probably seen a webinar, right?
\xa0
Sometimes, when I say, \u201cWebinar,\u201d people just roll their eyes.
\xa0
To that, I say, \u201cWell, we're still making a ton of money off of automated webinars\u2026
\xa0
Webinars are NOT dead.
\xa0
In fact, a while back, I realized that webinar scripts are NOT just for webinars - they\u2019re for ANY selling...EVER!
\xa0
So\u2026
\xa0
The question I\u2019m gonna answer is:
\xa0
How I use webinars scripts to create content without you knowing that I\u2019m doing that?
\xa0
Well, here\u2019s an example\u2026
\xa0
During my last podcast episode, I shared all about my high-end program MyOfferLab with you... \xa0and while that wasn't a webinar, it was very much me breaking and rebuilding false beliefs.
\xa0
My intent was to...
\xa0
- Help you understand why OfferLab is so cool.
- Make you think, \u201cOh my gosh! This program could actually shortcut my success by a few years!\u201d
\xa0
IF I COULD LAUNCH SFR AGAIN\u2026
\xa0
The first 30-ish episodes of \xa0Sales Funnel Radio are so bad, that in some ways, I wish I could delete them\u2026
\xa0
You could tell that I was reading them out. I was like:
\xa0
\u201dHey, what's up everyone? This is Stephen... uh, Larsen\u2026 Uh, you're listening to Sales Funnel...uh, Radio... uh....\u201d.
\xa0
The content was great, but the delivery sucked so bad.
\xa0
(Oh, how I wished I could go back and do them again)
\xa0
I probably would had deleted them if Russell hadn\u2019t told me to keep them (and you should keep yours too)...
\xa0
*It\u2019s really helpful for your audience to see your journey because it helps them believe that the same transformation is possible for them.
\xa0
My advice is:
\xa0
Don't listen to yourself for a while\u2026 it's gonna bother you \u2026 it\u2019ll totally get in your head\u2026
\xa0
You\u2019ll start thinking: \u201cDo I really sound like that!?!\u201d
\xa0
Naturally, I sounded really HOT! ;-)
\xa0
Errrm\u2026 Sadly, NOT true!
\xa0
I was terrible, \u201cOh my gosh,\u201d I couldn\u2019t believe that I sounded so bad!
\xa0
The first 30 episodes of Sales Funnel Radio, I did TONS of interviews because I didn't know what to say.
\xa0
I was sooo freakin\u2019 scared of talking.
\xa0
By about Episode fifteen-ish, I stopped reading everything out as much.
\xa0
Then around episode 30, I started getting more comfortable with my voice and the way I sounded.
\xa0
But here\u2019s how I create my first content for SFR...
\xa0
THE EPIPHANY BRIDGE
\xa0
I went to page 114 in Expert Secrets...
\xa0
On the right side, in the middle of the page, (geek alert), you\u2019ll find the Epiphany Bridge Script...
\xa0
...that was literally my episode.
\xa0
- I wrote down all of the headings
\xa0
- Answered all of the fields
\xa0
- Deleted the questions to create the script that I\u2019d use.
\xa0
It was eight questions:
\xa0
- The Backstory: What is your backstory that gives us a vested interest in your journey?
- Your Desires: What is it you want to accomplish?
- The Wall: What was the wall or problem you hit within your current opportunity that started you on this new journey?
\xa0
- The Epiphany: What was the epiphany you experienced and new opportunity you discovered?
- The Plan: What was the plan you created to achieve your desire?
- The Conflict: What conflict did you experience along the way?
- The Achievement: What was your end result?
- The Transformation: What was the transformation you experienced?
\xa0
Yes! I did ALL the Epiphany Bridge... in one episode.
\xa0
\xa0
Then on the next episode, I took one of the objections and false beliefs... (that I didn't answer in the main script!)...
\xa0
...and I\u2019d just found another story.
\xa0
I\u2019d ask, \u201cWhat's the cool story that helps people realize that\u2026\u201d
\xa0
\xa0
- Their belief isn't real?
\xa0
\xa0
\xa0
- They need to rethink the way they're seeing the world?
\xa0
\xa0
\u201cHuh... cool!\u201d
\xa0
Now, for that story, what\u2019s the\u2026
\xa0
- Backstory?
\xa0
- Wall?
\xa0
- Epiphany?
\xa0
- Plan?
\xa0
- Conflict?
\xa0
- Achievement?
\xa0
- Transformation?
\xa0
And that's how I launched \xa0Sales Funnel Radio...
\xa0
However, about a year later, when I launched Secret MLM Hacks Radio I did it very differently.
\xa0
MY SIDEWAYS WEBINAR
\xa0
The Secret MLM Hacks Radio launch was awesome, I learned a lot from it.
\xa0
I wish I\u2019d launched Sales Funnel Radio \xa0the same way\u2026 because it was so much better!
\xa0
So let\u2019s talk about the Sideways Webinar...
\xa0
The way I launched Secret MLM Hacks Radio was totally different.
\xa0
Here\u2019s how I did it\u2026
\xa0
First of all, I \xa0understood that people are gonna have some serious hang ups about using funnels in the MLM space!
\xa0
So I started thinking about what objections they\u2019re going to have to even just the idea of using a funnel.
\xa0
I listed out all of the objections out that I could imagine
\xa0
All the ideas that were gonna cause them to flip out a little bit!
\xa0
AND I started to look for ways I could break those objections with my stories.
\xa0
STORY SELLING
\xa0
Q: What are all the major elements of the actual webinar script?
\xa0
A:
\xa0
- The Origin story = Introduction to you
\xa0
- The 2nd Origin story
\xa0
- Story for Secret #1 = vehicle based concern
\xa0
- Story for Secret # 2 = Internal based concern
\xa0
- Story for Secret #3 = External based concern
\xa0
- A pitch and call to action (CTA)
\xa0
So for Secret MLM Hacks:
\xa0
- \xa0Episode #1: was my origin story = the introduction to me.
\xa0
- Episode # 2: \xa0was the story associated with the vehicle story = Secret #1
\xa0
\xa0
- Episode #3: focused on the internal story = Secret #2
\xa0
\xa0
\xa0
- Episode #4: was the external story objections.
\xa0
\xa0
\xa0
- Episode #5, I did a call to action \xa0= this cool little free download.
\xa0
\xa0
The audience had no idea that I was telling stories to break specific beliefs...
\xa0
I had no following at all... and it was so crazy to see what happened!
\xa0
At the time, Sales Funnel Radio was doing about 600 downloads a day. \xa0
\xa0
Secret MLM Hacks had no downloads a day, but the engagement was through the roof - it was insane.
\xa0
There was way more engagement from the MLM audience even with fewer downloads.
\xa0
It was almost the creepy kind; aka, they find your phone number and wanna fly out to meet you!
\xa0
And all because I broke their belief patterns in this way. I
\xa0
It was super nuts how engaged they were.
\xa0
HARVESTING FOLLOWERS
\xa0
From Episode #6 onwards, I started asking a different question. I wanted to increase my audience, so I asked:
\xa0
Q: Who would wanna get on this show?
\xa0
A: Red ocean...C- level influencers...
\xa0
Now, I'm starting to harvest other people's followings and getting them to come to me.
And with those influencers, come their follower\u2026 and if the enjoy the show, they\u2019re probably going to start listening from beginning of the show\u2026
\xa0
Which means they're gonna hit my call to action and get sent over to a registration page or an opt-in page to start building a relationship with me.
\xa0
This is 100% how I launched Secret MLM Hacks and it\u2019s way more lucrative and effective when you do it this way.
\xa0
Now, I have brought a lot of my students through this process with their MLM product.
\xa0
If you go to iTunes and type in \u201cMLM\u201d... of the first top 20 podcasts, the first six of them are my students.
\xa0
Their shows are ranking at the top of iTunes because they\u2019re breaking and building people's beliefs like crazy!
\xa0
CREATING PRESSURE
\xa0
Before I even launched my Secret MLM Hacks product, I\u2019d published about 50 podcast episodes.
\xa0
To start with, I just started talking about the ideas and I told stories to break false beliefs and objections.
\xa0
But then, around episode 10-ish, I started building pressure for my program launch.
\xa0
I started saying things like:
\xa0
\u201cHey, there's this crazy cool project that I've been working on and I just wanted to tell you guys about it!\u201d
\xa0
\u2026 then that was it - end of the episode.
\xa0
In the next episode, I\u2019d say:
\xa0
\u201dHey, I'm really pumped, we've actually grabbed a few people as a litmus test to see if this project works and it's been amazing - this is kind of what happened... but anyway, that's today's episode... see you later!\u201d
\xa0
I'm starting to build curiosity.
\xa0
Q: What are the two major weapons that a marketer has?
\xa0
https://media.giphy.com/media/10HPl8c6VZKc4o/giphy.gif
\xa0
A:
- Scarcity
\xa0
- Urgency
\xa0
\u2026 when used correctly, scarcity and urgency are AWESOME.
\xa0
I thought I was gonna launch in October 2017, so I started building up all this pressure towards it\u2026.pressure...pressure...pressure.
\xa0
I kept teasing, \u201cIt\u2019s coming in October. I don't know the exact date yet, but be ready!\u201d
\xa0
People started commenting and leaving reviews on iTunes asking, \u201cWhat is it?? This is so cool!\u201d
\xa0
#Open loop #Open loop
\xa0
I wasn\u2019t exactly sure what the product would be, but I knew it had something to do with funnels and automation.
\xa0
I\u2019d already been doing a few of those things personally... so I wasn't just making stuff up...I was doing the thing myself\u2026
\xa0
PREACHING TO THE RED OCEAN
\xa0
I started telling stories about things that I hated in the MLM industry... stuff that just drove me nuts.
\xa0
Things I felt that were an injustice about what was available for current MLMers.
\xa0
Some people started leaving comments like, \u201cI hate your guts, Steve... you're dumb!\u201d
\xa0
But other people started reaching out to me saying, \u201cYou\u2019re right! It\u2019s terrible. I hate it too!\u201d
\xa0
I didn't create the divide; I just brought it to the surface.
\xa0
And when I started seeing this divide in opinion, it was a signal that I was on the right track.
\xa0
It meant that when I start selling the product, people are gonna talk about it without me asking them to...
\xa0
When it\u2019s a little bit spicy like that, it means you have a talkable product
\xa0
You\u2019ve found the hot spots.
\xa0
CREATING CONSTRAINT
A few episodes later I realized, \u201cOh crap, I wanna make the product even cooler, so I\u2019ll actually have to push it back a little bit!\u201d
\xa0
I was focusing on leaving ClickFunnels well\u2026
\xa0
Yes, I wanted to leave...but I didn't wanna burn bridges... because that would be dumb.
\xa0
So then I started saying, \u201cHey, I'm gonna launch to January instead, but I don't know when...\u201d
\xa0
At the beginning of November, I started thinking, \u201cAlright, if I leave ClickFunnels on December 31st... can have something ready by January 4th?\u201d
\xa0
It was intense, but it was a good constraint.
\xa0
I didn't want to go a while without getting paid though. We weren\u2019t gonna have any other income\u2026
\xa0
...and that was some scary crap.
\xa0
But that was the reality...
\xa0
So, I asked myself, \u201cHow can I spin that to a positive and LEAD WITH IT?\u201d \xa0
\xa0
So I began telling people:
\xa0
\u201cI'm gonna leave ClickFunnels. I'm gonna leave my job! Watch what I do when I do this. I want you to know that the framework that I\u2019m using works.\u201d
\xa0
It was a cajones moment...
\xa0
Yeah baby\u2026*twitch in the eye*
\xa0
So then I started building the pressure by saying:
\xa0
\u201cIf you wanna get on the waiting list and get first dibs on the product when it\u2019s launched, go to this URL\u2026 Go get on the waiting list.\u201d
\xa0
I ended up getting 400 people on the waiting list before January even showed!
\xa0
I started asking those people\u2026
\xa0
- What's your number one question or challenge with this?
\xa0
- What's your big fear?
\xa0
I started writing a huge list on a whiteboard with tons of:
\xa0
- Objections
\xa0
- False beliefs
\xa0
- Stories of problems they were running into
\xa0
- The things they hated
\xa0
- Stuff they loved
\xa0
This started showing me - \u201cOh my gosh, *that* is where I need to sit in this market.\u201d
\xa0
Beforehand, I kinda had an idea of what my product was going to be...but I still didn\u2019t know EXACTLY.
\xa0
...so I kept building up pressure!
\xa0
MY FIRST BUYER
\xa0
There was one lady who was so excited to buy in October that she stayed up waiting for the page to launch \u2026
\xa0
(I didn't know this at the time, she sent an email to me after the actual launch.)
\xa0
She said, \u201cAre you kidding me?! Why is it January?\u201d
\xa0
I was like \u201cSweet, that's a buy signal. We should probably move forward on this.\u201d
\xa0
She was that person on the Webinar who\u2019s like, \u201cI don\u2019t care about the stack! Where is the link?!\u201d
\xa0
I thought, \u201cYes! Yes! Yes! I'm hitting it! Yes, this is gonna work!\u201d
\xa0
She actually started getting mad on the webinar.
\xa0
I closed the chat just because she was starting to get in my head:
\xa0
\u201cYou really wanna buy, but I\u2019ve still gotta sell all these other people,! Come on now, hold on a minute!\u201d
\xa0
She ended up being the first buyer of the actual program.
\xa0
Two days later, she messaged me...I think she was crying\u2026
\xa0
She said, \u201cI forgot to tell my husband that I wanted to buy this! I stayed up all night and bought it without talking about it with him\u2026.and he's a little bit mad. I have to get my money back.\u201d
\xa0
I was like, \u201cOh, Crap!\u201d
\xa0
I was said, \u201cAll right, that's totally fine.\u201d
\xa0
She was sooo devastated and embarrassed.
\xa0
A few weeks later, she came back\u2026. and told me, \u201cThe most amazing miracle happened, Stephen!\u201d
\xa0
My husband was like, \u201cYou know what, you really want this thing, huh?\u201d
\xa0
And she said,\u201d Yes, I've been waiting like six months, the dude's been dropping all this content on me like crazy!\u201d \xa0(...by then I was Episode 60)
\xa0
So she messaged me, \u201cMy husband just turned to me and said, \u2018You know what? Why don\u2019t you just go get it.\u2019 \u201d
\xa0
So she came back AND she re-bought it.
\xa0
Now she's this HUGE evangelist\u2026
\xa0
And that\u2019s what happens when you take care of people and build pressure in the right way by launching your content with a sideways webinar.
\xa0
If you're just starting out you're probably studying a lot. That's good. You're probably geeking out on all the strategies, right? That's also good.
\xa0
But the hardest part is figuring out what the market wants to buy and how you should sell it to them, right?
\xa0
That's what I struggled with for a while until I learned the formula.
\xa0
So I created a special Mastermind called an OfferMind to get you on track with the right offer, and more importantly the right sales script to get it off the ground and sell it.
\xa0
Wanna come?
\xa0
There are small groups on purpose, so I can answer your direct questions in person for two straight days.
\xa0
You can hold your spot by going to OfferMind.com.
\xa0
Again, that's OfferMind.com.