Don’t Make This Alienating Mistake on Webinars
The #1 Way to Cure Email Delete-itus and Get Your Emails READ | Case Study: $3,000 a month Residual Income without a Membership Site
I just clicked onto a webinar a few moments ago and I had to almost immediately leave to write you this quick note.
As I watched the two people on screen I found myself physically moving away from my device. In fact I could not seem to get far enough away from these two people. Where I had been hunched over my laptop, my back was now pressed into the back of the chair, my head was turned away like I was about to flee, and I realized something was terribly wrong.
So the question is, why am I having this physical reaction to these two webinar presenters? What is it in my primitive brain that is causing me, without conscious thinking, to put more physical space between them and me?
And what does it mean for their odds of making the sale at the end of this webinar?
My best guess is my subconscious brain – which is always on the lookout for threats – thinks they are putting on an act or pretense in order to somehow take advantage of me.
Here’s a paraphrased excerpt of what they were saying: “THIS IS AMAZING! WE’RE GOING TO HAVE AN AMAZING TIME! YOU’RE GOING TO LOVE THIS AMAZING INFORMATION! IT’S GOING TO CHANGE YOUR LIFE IN AMAZING WAYS!” Their hands are waving in the air, their faces bobbing up and down, they’re just so…. I don’t know… ENTHUSIASTICALLY PHONEY.
Don’t get me wrong… real enthusiasm for your niche, for what you teach and for your products is commendable and a trait you should cultivate.
But come on, it’s got to be REAL and not contrived. People who put on webinars are almost never professional actors and they shouldn’t try to be actors.
They’ve got to be themselves. Real. Authentic. Someone the viewer can relate to.
Right now I’m about as inclined to stay on the webinar and buy their product (whatever it might be, I don’t have a clue) as I am to deliberately run my car into a brick wall.
Which begs the question… how do you display enthusiasm on a webinar without alienating people?
The same way you sell to people. You start where they are and you walk with them to where you want them to go.
Picture yourself looking at a used car on a warm summer day when two salespeople approach you.
The first salesperson says, “THIS IS THE GREATEST CAR EVER IN THE HISTORY OF THE UNIVERSE AND IT IS AN ABSOLUTE BARGAIN AND YOU WILL LOVE LOVE LOVE THIS AMAZING CAR!”
The second salesperson says, “This car is 3 years old, it’s got 45,000 miles on it and a small ding in the back bumper. It’s also rated as being one of the most reliable cars on the road, the interior looks almost brand new, it drives like a dream and the air conditioner blows the coldest air I’ve felt all summer.”
Which salesperson do you trust?
It’s a no brainer. The second salesperson started out where you are, looking at the reality of the situation. It’s a used car. It’s got some miles. It has a small ding you’ve already noticed. This person is standing right there beside you like a friend, telling you exactly how it is. You trust them because they are telling you what you already know.
That’s why when they start telling you all the good points of the car, you believe them. They are taking you along step-by-step from where you’re starting out (skeptical prospective buyer who doesn’t want to get ripped off) to where they want you to be (confident buyer who knows you’re getting a fair deal.)
The first salesperson is standing apart from you, shouting at you to come across this gulf between the two of you. This causes natural resistance on your part and a desire to flee the scene and never come back.
Now that I’ve written all of this, that webinar is 20 minutes in and I don’t plan on going back to it. I only want to work with authentic people who understand that I’m not going to fall for hyped up fake enthusiasm.
Just tell me like it is. Give me the truth. Point out all the good reasons why things can be much better if I’ll just follow along with you, and I guarantee I’ll stay right there and listen to your every word, and I’ll probably buy, too.
It really is that simple.
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The #1 Way to Cure Email Delete-itus and Get Your Emails READ
Your prospect opens your email…
Reads the first few sentences…
And then DELETES your email IN FRUSTRATION.
Because your first few sentences didn’t match the subject line and it confused and frustrated them.
The email felt like a waste of time…
Like maybe the subject line was clickbait.
It’s like opening the door to a chocolate shop and finding lawn mowers.
YOU WERE PROMISED CHOCOLATE!
“Where’s the chocolate??!”
“This can’t be the right place… let’s get out of here!”
I just opened an email that promised… “How to get budget approval for copywriting school.”
Yes, this was written not just by a copywriter, but by someone who TEACHES COPYWRITING.
And yet the first 33 lines of that email don’t say a word about getting budget approval for copywriting school (I kid you not!)
Halfway through the email the writer finally (FINALLY!) states:
So what’s getting in the way of you joining 9 gazillion (my number) copywriters and marketers in my fantastic copywriting school?
Chop off the entire first half of the email, start with these three lines and then go from there, and it could be an effective email.
But what did I do when I first received this email? After reading several lines that appeared unrelated to the subject line, I closed it.
Then I reopened it and scrolled down because I was thinking this could make a good lesson for all of us.
As I was scrolling I found a totally unrelated large gif of a woman closing her eyes and shaking her head. Guess what? That only confused me more.
We shouldn’t have to rewrite emails written by someone who teaches copy.
And yet, here we are.
Received within the same hour from an online marketer I KNOW is pulling down a minimum of 7 figures was this subject line and first two lines of this email:
Subject Line: System to add 30K to 100K per month
First line of email: Want to work together to add [30K to 100K+] per month to your monthly bottom line?
Second line: My system produces this type of revenue for winners who add in “big-fee” or “high-priced” programs to what they do... or to those who need a more compelling and irresistible offer.
Notice the first line expands on the subject line. No confusion here, and we get more clarification, too.
The second line explains how this is possible, building credibility that he knows what he’s talking about.
I’m two lines into this email and instead of confusion I have a VERY good idea of what’s going on, how it works and why I would benefit by reading the rest of the email.
Notice it’s not even written all that well. Adding 30K per month to your monthly bottom line? No English teacher would let that go, and yet the reader knows exactly what he’s saying.
I’d lose the “for winners” and instead say something like, “for smart marketers”.
But that’s just me nit-picking. The fact is, you’ve only got seconds to make your subscriber GLAD she opened the email. Don’t confuse her. Don’t make her slog through 30 lines to get to the point. Respect her time and get to the heart of the matter FAST.
This doesn’t mean you can’t tell stories, either. After that second line above, you might launch into a story of how you helped poor miserable Marketing Mavis do this exact thing. The point is, your reader now knows what the devil you’re talking about and she’s now willing to go along on the journey with you because you TOLD HER exactly what this email is all about.
Sorry, I know sometimes I go off on a rant when I see shoddy marketing like this, but I just get so frustrated at how people get in their own way.
Keep it simple. Make your first line expand on your subject line. Lay out the foundation immediately so that readers know they are in the RIGHT PLACE.
Then and only then should you launch into your fancy stuff, stories, details and so forth.
Try it and see if your click-through rate doesn’t improve dramatically.
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Case Study: $3,000 a month Residual Income without a Membership Site
First let me just say that $3,000 is an ultra-conservative guess. I suspect this guy (we’ll call him Mike) is earning 3 to 5 times that much, but let’s just be conservative and call it $3000.
Mike has found a way to earn residual income that is right underneath all of our noses. In fact, it’s a method that’s been taught for a couple of decades or more, and yet very few marketers do this.
I’m almost positive you already know of this technique. But I’m also pretty confident that you are not USING this technique, at least not to the extent Mike is using it.
On the technical side, all you need to make this work is a squeeze page and an autoresponder.
Remember, residual income is what you earn for work you do ONCE and get paid for over and over again. If you write a hit song, you get royalties every time that song is played. If you sell software as a service or a membership site, you get paid every month until that person unsubscribes.
And if you’re Mike, you do what might be the simplest thing of all: You create specially made autoresponder sequences that last for YEARS, keep subscribers interested and continuously sell, sell and sell some more.
Mike’s ENTIRE business model is built around autoresponders. It’s not just a sideline for him, it’s what pays his bills, bought him a second home and put his kids through college.
Here’s what Mike does:
He chooses a niche. His favorites are weight loss/health, along with make money online. But he works in a couple of others as well.
He writes a follow up sequence that goes on for years. YEARS. Naturally he doesn’t do this all at once. Once he targets a niche, we writes follow up emails for the first couple of weeks prior to going active. Then he adds to the sequence on a regular basis until it’s about 3 -5 years long (I’m not kidding!)
He sends out about 1 email per day on average, although sometimes he sends out 2 emails if he’s promoting something hard.
(If you’re freaking out about writing all these emails, remember two things: You just have to write enough emails to stay ahead of your earliest subscribers. And you can always outsource the work.)
Mike’s emails are a mixture of information, content, observations, humor, jokes, quotes… pretty much whatever he feels like writing that he knows will interest his niche not just today but also in years to come.
And every single email does something else, too.
Sometimes the entire email is selling. Other times the selling part comes in about halfway through the email. Once in awhile he doesn’t sell until the P.S.
But the point is this: He delivers content his readers WANT and he never stops selling, either.
He chooses evergreen products that are likely to still be available well into the future. Clickbank is his #1 source for these.
He sells one product per week. That is, he spends 7 days talking about just one product, what it can do for the reader, anecdotal stories of what it’s done for others, common questions answered and so forth.
And here’s a little trick he uses: Because each week focuses on just one product, he makes it look like a new product launch. Mind you, he never SAYS it’s a new product. Nor does he say that the product will no longer be available after the week is over. But he does give that impression in order to give the reader a sense of urgency.
To create even more urgency, he also offers a bonus that is good for that week only. His bonuses are usually built on PLR that he’s repurposed just for this.
And here’s where it gets even MORE interesting: 5 - 6 times a year he promotes a PACKAGE of products that are all his. These are the same products he’s been giving out as bonuses, all with big price tags attached so they look high value. He bundles about seven of these together and offers them for one ‘low’ price. And of course he gets to keep all the profits when he does this.
Offering these PLR products as bonuses and then packaging them together to sell is optional to the system, but it does bring in more sales and revenue and it doesn’t take all that much time to source good PLR products and rename them.
Now then, this all sounds great but you’re probably wondering how he gets people to join his lists so he can send them all these emails an autopilot.
And the answer awesome lead magnets.
In fact, this is where he spends his real time and energy, because the better the lead magnet is, the easier it is to get subscribers.
Often, he’ll buy the rights to a product that’s sold well and offer that as his giveaway for joining his list. When you can say that a product sold 3,000 copies at $297 but the visitor can get it for free just for subscribing, your conversion rates can get pretty darn high. For his non-IM niches his conversion rate is over 70%, and for his online marketing niche it’s about 50%, which is still excellent.
By taking the time and expense to get the lead magnet right, he doesn’t just increase the conversion rates on his squeeze pages. He also builds a lot of goodwill and credibility with his new subscribers, which makes it easier to get his emails read and his links clicked.
This all sounds, great, right? But what about traffic?
Good question. Mike pays for all of his traffic because he likes being able to turn on the traffic switch whenever he wants for as long as he wants. He already knows what each subscriber on each list is worth for the first six months they’re on the list. Any sales that come in after six months are just gravy.
His method is to spend as much as 50% of what he will earn in the first six months on advertising. So for example if the average subscriber earns him $3.00 in six months, he’ll spend as much as $1.50 to get that subscriber. But most of his subscribers stay with him for years, so in the end he actually earns a good deal more than just $3.00 apiece.
He buys his traffic from solo ads, Facebook ads and Google ads. He also uses several less well-known methods, two of which I was able to pry out of him. One of these is paying Facebook Group leaders to promote his free offer to their members. And another method he uses is to pay product sellers to offer his free product on their download page. Since everyone who hits the download page is a buyer, these tend to be especially good leads.
Naturally Mike uses a tracking service to find out where his squeeze page traffic is coming from so he knows what’s working.
Once a new subscriber joins one of his lists, that subscriber automatically receives emails for a long time from Mike. But the emails never look dated because they’re written in a style that makes it look current.
Mike does have to check and make sure the products promoted in his sequences are still active. If one of them is no longer available, he simply finds a similar product and substitutes out the URLs and the product name.
And Mike does a lot of cross promoting, too. For example, if he has a list of people who use social media for online marketing, he’ll promote his free video marketing lead magnet to that list to see if he can get them on a second and even third list.
Yes, this can mean a subscriber is in maybe three different autoresponder sequences simultaneously, but the profits far, far outweigh any unsubscribes.
As you can see the hard work in this business model is getting things set up. But once you do, it takes very little work to keep things running smoothly. And if you decide to take a month off, it shouldn’t affect your income, either.
Here’s maybe the most interesting thing about this entire case study: Mike had no previous marketing or writing experience prior to setting up his first squeeze page – autoresponder funnel. He was good at technical stuff but never did any kind of sales or marketing before.
And I wonder if this didn’t help him to succeed, because his writing is very basic and sounds like it comes from that slightly weird ‘guy next door’. He just writes about what interests him in each niche, because he figures that same stuff will interest his readers. His grammar isn’t great but he tells new subscribers up front that he’s no English professor; he’s just a guy like them who enjoys doing XYZ just like they do.
It works for him. And if you choose an evergreen niche that interests you, then I think you could easily build a hands-free funnel like Mike’s and start earning some of that residual income on autopilot.
You set it up, send a continuous stream of new subscribers and get sales.
It’s so simple, most people overlook this - but it works.