Welcome to Module 3!
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Once your sales page and thank you page are done and you’ve completed a few discovery sessions to make sure your offer is irresistible, the next step is to work on your freebie and its thank you page. You’ll need some wording for your free gift opt-in page and also for the thank you page, which is a good place to give your ideal client a call to action for their next steps, whether that’s to schedule a discovery session, join your Facebook group, or even take you up on an upsell to an Easy Yes offer (usually costing no more than $37).
Many coaches get stuck on the free gift, but it can be almost anything, as long as it is easy to consume and ideally evergreen. Evergreen content means that the fundamentals of what you’re teaching do not change with the seasons and will be useful for a long time rather than expiring quickly. Examples of evergreen gifts are free guides, MP3s, free reports, infographics, checklists eBooks, and automated webinars. Examples of time-sensitive free gifts are giveaways, 30-day challenges, telesummits, and live webinars.
I often see eBooks as evergreen freebies, but they are not easy to consume if they are over 5-6 pages long, so I would encourage you to think of a freebie that you would find helpful personally and follow up with a short nurture sequence of 4-5 emails spaced one day apart, reminding your readers to consume the free gift, be it an audio, meditation, free report, or checklist.
I keep a folder of the most effective free gifts that I sign up for. I study the landing pages that top JV partners create and save the ones that are particularly good to a folder in www.Evernote.com. Evernote allows you to have a free account where you can store various web pages in notebooks. The free account also syncs up to two devices (for example, your cell phone and your desktop). Studying top marketers’ funnels will help you optimize your own high-converting sales funnel.
What’s the next step after you choose the template for your free gift and send the title of the template to your tech team?
- Send your team your logo (usually a jpg or png file)
- A professional headshot of you for personal branding
- Any colors you’d like your tech team to include in your headings (a hex code is the html code for the exact color you have in your brand). If you’re not sure what the hex code for your colors is, you can send the url to a website page with the color you want to your graphic designer and ask him/her to match that color. If your tech team has access to the Adobe Illustrator, if you send an image, your tech team should be able to match the exact color in the image.
- Any copy you’d like on your landing page
- Any copy you’d like to include on your free gift’s thank you page/upsell page.
- The PDF or free gift itself
- An email introducing your new subscribers to your free gift and inviting them to download it.
- Any nurture sequence emails you’d like to include to build up to your irresistible offer, which will be congruent with your free gift.
Although it is not required, it is often helpful to split test different headlines on your landing page if your list is big enough for a statistically significant split test. If not, don’t worry. You can still find potential clients through social media, referrals, and even current clients will be interested in joining your online programs, too.
What about offering a webinar for a free gift, you may ask? Well, actually live webinars can sometimes be the main reason why a launch fails. That’s because webinars are a numbers game and it can be tough to stand out in the crowd of competing webinars out there and enroll enough attendees. Plus, all kinds of techie glitches can happen during live webinars: you could forget to hit record, you could accidentally mute yourself, the slides might not show, your bandwidth could be slow and freeze up the screen, the audio could go in and out, a spouse or family member may inadvertently interrupt the presentation…the list goes on and on! If you’re not comfortable with your webinar technology, practice, practice, practice. You could deliver your webinar via free options like www.FreeConferenceCall.com, which offers a screen-share option and international dial-in numbers, inexpensive solutions such as www.techdoneforyou.com/Zoom, and premium webinars with www.InstantTeleseminar.com (the only downside is that it doesn’t allow screen-sharing, just PowerPoint slides).
It’s still okay to offer a live webinar. On the plus side, if all goes smoothly, your viewers will be sitting at their computers ready to buy by the end of your presentation. You can add an attendance prize that you link to at the bottom of your sales page to reward people for staying all the way to the end (an idea from Rob Goyette). If you want to encourage live attendance, you can decide not to provide a replay. However, I enjoy marketers who send out replays to those of us who are busy and reward live attendance with attendance prizes instead. Also, the most successful webinars I’ve seen have 20 or more JV partners promoting them or at least two JV partners with lists 5,000 or over (we’ll talk more about JV launches in the last module).
If you are interested in re-purposing your slides into an automated webinar that could sell for you 24-7, automated webinars are a great option. Rob Goyette recommends www.EverWebinar.com for automated webinars. Although I’ve never used it, I’m intrigued by the technology and its ability to allow viewers to opt for different viewing times.
If you decide to give a webinar, you’ll need a script, slides, pictures, a good recording device, a webinar platform, and lots of practice! If you’re opting for an evergreen webinar, you can have a little more peace of mind that you’re distributing a consistently high presentation with minimal mishaps.
Until next time, happy launching!
P.S. Please read the Case Study: Live Webinar Mistakes below.
Case Study: Live Webinar Mistakes
To make these fun, I’m going to name these case studies after fairytale characters (I watch a lot of Once Upon a Time on ABC). Let’s call this business owner Snow White.
Snow started her coaching business with just a few clients after a long and lucrative career in corporate. She had serious budgeting chops, but she got stuck with a web designer who never seemed to correctly interpret her marketing vision. She had a WordPress site but had changed the theme several times.
She hired a new tech team to build her marketing funnel in LeadPages and started to grow her list with a few free gifts, including an eBook she hired a ghostwriter to compose. She invested in a solid system, 1ShoppingCart, to house her leads and started brainstorming products. She had four recurring revenue packages in mind at first but decided to move forward with a live webinar launch that would lead to a high ticket $997 virtual call that included some done-for-you work. She paid a copywriter to write her slides for her webinar, and ran a few Facebook ads to the webinar page with the help of a certified Facebook Ad consultant. Her list grew over time as she participated in giveaways and ran Facebook ads until her list grew to over 700.
Some people signed up for the webinar, but no more than 40 each time she offered a new one. She gave the live webinar via Instant Teleseminar, recorded it herself, and turned the recording into a one-time replay that people could opt-in for on her website. However, nobody bought after the webinar and only one or two attended live. She relaunched the webinar funnel with some JV partners who promoted, but not enthusiastically. Again, no sales. She relaunched the webinar again with a thank you page in the funnel that directed leads to schedule a discovery session but got mediocre reactions about the several-hour live virtual call that she pitched for $997. By the 5th or so webinar launch and no sales, and a lot of trial and error, she decided to close her business, as it was causing too much stress.
Let’s take a look at what she did right. She made some very savvy decisions up front, such as planning packages with recurring revenue. She also invested in the right systems for the size of business growth she wanted. She had a solid business plan and marketing plan. She invested in a good tech team who could set up LeadPages and hired knowledgeable consultants to do copywriting and Facebook ads. She got fairly good conversion on her free gifts and had a variety of free gifts to grow her list over 700 in about a year.
Now let’s look at what she might have done differently. Because she didn’t have more than three one-on-one clients when she began her LeadPage sales funnel, she did not know the “top of mind” problems her ideal clients desperately needed to solve. She didn’t know about the hot title exercise or about posting the tentative pilot idea to Facebook to get feedback from her ideal audience, so instead she ran Facebook Ads to cold traffic.
Maybe at the time, the thought of all the steps in a webinar launch and the idea of selling a high-end $997 virtual VIP call looked really attractive, so she may have skipped asking her three clients what kind of VIP offer might serve them.
Also, there was no low-end offer or easy pay option available, so people didn’t have choices. It only takes a minute to post your tentative title to Facebook and get feedback on it. If your ideal audience is not on Facebook, it may take a little brainstorming to find where they hang out, but that market research time is golden.
Because she simply didn’t have clarity on her Irresistible Offer, she hoped that it would convert if only more JVs would promote, but she may have overlooked the value in creating a Facebook group where JV partners could interact and see who else was promoting. Some JV partners get excited if there is a contest or competition to engage them and a Facebook group to let them know where they were in the leaderboard.
Although she had hired a ghostwriter to write an eBook, she never offered swipe copy for her JV partners to promote her launch or give them enough time to ask their Virtual Assistants to prep swipe copy and affiliate links into broadcasts.
A good rule of thumb is to ask affiliates to promote a live webinar no more than three or four days in advance of the webinar because people tend not to think too far in advance when planning to attend live events online. If your JV partners have a team who prepares broadcasts, typically the affiliate links need to be given to those JV partners 30 days in advance of the webinar launch or more and then scheduled to mail out two or three days before the webinar. The bigger the launch and the bigger the JV partner, the more time you’ll need to foster that relationship, nail down their commitment to promote, and drum up excitement when the actual launch date arrives.
It is often helpful to have two or three swipe copy emails JVs can customize. Whether you write them yourself or you hire someone to write them for you, it is possible to automate the distribution of swipe copy and each affiliate’s unique affiliate link to promote. Also, you can write personal emails to remind JVs to promote so that the JV partner feels special and not just one of many promoting the launch. It is often helpful to use a combination of automated emails to all affiliates with the swipe copy and affiliate links auto-populated, as well as sending a few manual emails to just one affiliate at a time to keep the relationship going strong. If affiliate link information is hidden deep in the affiliate center, JV partners may not take the time to look it up, so you’ll want to make it easy for them.
The moral of the story? Take time to ask what your ideal audience wants.
Here’s a quick recap:
- Post your title and pilot idea to Facebook and ask for comments.
- Follow up with your leads from Facebook and have conversations.
- Listen to the “top of mind” problem your ideal audience shares with you and use those words in your marketing (landing pages, sales pages, nurture sequences, etc.).
- Foster your JV relationships just as you would your best friends.
- If you’re doing a live webinar, it’s a numbers game, so you may want to hire a conversion copywriter to make sure your opt-in pages are high converting.
- Hand off the wording from your copywriter to your tech team to build the opt-in pages, thank you pages, and sales page.
- Make it easy to promote by giving JV partners swipe copy and affiliate links (via personal and automated communications).
- Allow enough time for JVs to delegate promo broadcasts to their teams (or enter it into their autoresponders if they don’t have a team).
- Start a Facebook group for JV partners and ask your tech team to post the leaderboard stats.
- Consider offering a contest to dive JVs to get excited about promoting.
Facebook ads are one way of testing if your opt-in pages for your webinar are converting, but don’t forget having regular good ol’ heart-to-heart conversations with your ideal clients. Those conversations will give you the exact words you’ll need for your Irresistible Offer.