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7 Lessons from 7 Years Doing Webinars


Imagine having a successful business built on a marketing platform of 100% webinars. Sound crazy? That’s exactly what Trevor Turnbull did. Trevor and I had a conversation about what he’s learned in 7 years of doing webinars. Literally the only thing he does in his business is webinars. He shared with me the different ways he uses webinars in his business, some really interesting lead generation strategies, and what trends he’s seen in webinars through the years.

  1. The Transparency Trend

What’s changed in 7 years of webinars? Well, it used to be a lot easier to get your audience to attend the webinar. It was a shiny, new thing. It was also easier to pitch stuff. Today, people get anxious about what you’re going to pitch them. You have to be really careful about how you make the offer and maintain trust.

What’s the solution? The best thing you can do is to try to be honest with people. Trevor gets so honest that it sometimes hurts sales, but he knows that transparency and honesty is key in the long-term.

Being transparent up front and making a short pitch at the beginning of the webinar is what we’re seeing work really well right now.

  1. Don’t Play Evergreen Tricks

Webinars are the only way Trevor generates sales and he does this in a really interesting way. Every month Trevor offers live and evergreen webinars. For his evergreen webinar, Trevor took his best performing webinar and added video at the beginning to tell his audience that it isn’t live. In his mind, even if he lost sales, he’d rather build trust then convert right now.

One of the reasons we do webinars at all is the personal touch. Don’t ruin your relationship with your list by trying to trick them.

  1. Lead to What’s Live

With his combination of live and evergreen webinars, Trevor’s opt-in thank you page has a video with an invitation to his latest webinar. Before he does the live webinar, he changes the page to promote that webinar. When it’s done, he’ll change it back to the evergreen webinar.

Everything goes to webinars in Trevor’s business. People need great content and webinars are a great way to do it. Don’t think that you need paid traffic to make it work. If what you have to offer is truly valuable, people will come.

  1. Crafting the Perfect Offer

Trevor’s gone through multiple iterations of his offer and what he shared may work for some of you. It all depends on your audience. When Trevor sold from webinars directly to an order form, he wasn’t getting conversions. Once we got him getting his webinar viewers to phone calls instead, he learned what his audience really needed.

He learned that he was able to convert the same amount of $997 offers over the phone as $497 offers straight from an order form. Trevor decided to go with the $497 offer so he could spend less time on the phone. Today, Trevor offers a phone call option for those audience members that need extra guidance.

  1. Go For the Upsell

After selling the $497 offer, Trevor gives a one-time offer for a done-for-you service. His margin is in online sales of his program because there’s no extra work besides support. With multiple price points for done-for-you offers, he serves clients of varying needs.

Going forward, Trevor is playing with a monthly fee just to access the support group and offering other complimentary services. As he fine-tune his offers, Trevor makes changes and tests with his audience.

Whatever your offer is, there comes a balance between what you want in your business. Do you want more front-end revenue or long-term customers?

  1. Upselling Support

Do you have the opportunity to go with a better upsell? Selling your course and making a one-time offer of the support group can make a really good upsell.

Here’s the deal, you can sell your course without support at the same price.

We have a lot of courses we sell without support that we will add as an upsell later. If you’ve had people request a support group and you don’t have one already, consider this upsell.

If you’re worried about taking the time to start a support group, just know that before soon, your audience will be in there answering questions for you.

  1. Contact Group Owners

Do you know how many massive LinkedIn groups are out there? Trevor did a webinar promotion with a group owner over 35,000 people.

While you’ll often have to educate LinkedIn group owners on how being an affiliate works, you’ll reach a whole new group of people.

These LinkedIn group owners have no idea what value they’ve created. They’ve built an email list. Reach out to them. It’s really easy to do. You can find the owners of these groups in a search and send them a message. You can even just connect with them and put in a small request. While you might send 100 messages and only a few get back to you, it can still be worth it if those few result in a lot of revenue.

How about these gold nuggets? Once you implement one or more of these ideas, test them out to see what results you get. The more time you spend on webinars (like Trevor’s 7 years), the better and more successful your webinars will be.

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