The Client Case Study

This is a great case study on increasing your sales and the return on investments of your marketing efforts.

Melissa Hughes runs Live Rich, Spread Wealth and wanted to create automated systems to scale her business. I helped her automate her webinar campaign to make it successful.

Campaign Stats:

• Invested $331.79 in Facebook advertising
• 160 people registered for the webinar
• 17 people showed up live for the webinar (11% of the initial registrants)
• Afterwards, 12 appointments scheduled for sales conversations about working with her (at the time I spoke to her)
• 6 conversations were completed
• She sold them on offers ranging from $47 to a $9,000 program
• Her total sales were $15,922 from only these 6 conversations!

Major Step #1: Create a High Converting Headline

Super important, it's the first thing prospective clients see and it's what gets them to sign-up.

The headline pre-frames what you're selling. You want to make sure their idea of what they're going to learn is congruent with what you're eventually going to sell.

3 Headline must-haves:

1. The Pain – create the headline around the pain or ache that your ideal client has. This is especially important when marketing to cold leads.
2. Congruency – the headline must be congruent with what you're eventually going to sell to them. Put some careful thought in this.
3. Application – you want the headline to be applicable to their life. Some very successful headlines are case studies that show how you applied the content in your own life and found success.

Example: Melissa's headline that meets the three must-haves above and converted at 36% (industry standard is 20%):

Discover How I REPEATEDLY Make 6-figures Every Year With Ease Without Selling Out and the Top 3 Steps You Need to Know to Do it too.

Major Step #2: Create Strategic Webinar Slides

If your content and delivery sucks, your webinar isn't going to work.

Put real intention into every slide in your deck.

3 steps to strategic webinar slides:

1. Create Micro Commitments – the more times you can get the prospect to say "yes" or to make a small commitment the better because it trains them to continue saying "yes."
   • Example: I teach my clients to create a "promise" that the attendees have to fulfill at the end of the webinar. Say, "I need you to promise me…" and the "yes" that they type in commit them further.
2. Create transformation, not give information – giving too much info and too much of the "how" can be overwhelming and unsatisfying. You want to satiate them enough so they feel they got value, but most importantly you want them to feel inspired to take action.
   • Example: We narrowed Melissa's content down to three simple steps. Within each step is one tiny "how" but there's a ton of inspirational, transformational content
3. Congruent call to action – make sure that what you're teaching them (along with the headline) is congruent with what you'll end up offering them.
   • Example: Melissa's first step in the webinar is "mindset" and she uses this to knock out objections before they even come into play.

Major Step #3: Killer Sales Conversations

If you're offering a product over $2,000 to $3,000, then you'll have to get people on the phone to offer that. Sales conversations are great for convincing people to buy the higher priced products.

3 sales must-haves when making sales conversations:

1. Qualifications – You want to pre-qualify your prospects within the webinar then again after they schedule a call by asking them to fill out an application.
   • Example: Within the application ask questions that tell you whether they're a good fit or not. "What market are you in?" "Tell me about your business." "If I ask you to invest $1,000 in Facebook ads, can you do that?"
2. Customer Driven Conversation – the entire conversation is about them and their problem, and how urgent solving that problem is for them.
   • Example: Many times the conversation could revolve around what you can provide them, but that's not necessary. Drill the conversation on their problem, how urgent it is and how you are the right person to solve it.
3. Congruency in your offer – super important from start to finish. All of your messaging and language is congruent with your headline promise. Offer them what they need.
   • Example: If they need what you're offering, great, make the offer. If they don't need it, then don't offer it to them (stay ethical!).

Imagine if you had an intentional webinar system like this that converted so well, and even if you only got 17 people on the webinar, imagine making $16,000 from that. Imagine how that would change your business and how much more excited you'd be to do more webinars and how great it would feel if you did this on your first webinar. How would that feel? How would that change you?

TODAY'S ACTION STEP:

• Pick a day that you're going to run your webinar and put it on your calendar. You want that date set in stone so that it gives you the push to actually start working on it. Commit to launching it on that date.

I can't wait to hear how successful this is for you.