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Sold With Webinars

7 Years of Business Using Only Webinars to Grow w/ Trevor Turnbull | #027

Tags: LinkedIn, traffic, lead generation, Webinars

A lot of people are wanting to know how to use LinkedIn and leverage it to get more clients. Social media educator and founder of Linked Into Leads, Trevor Turnbull, has done practically 100% of his business using only webinars. Linked Into Leads is a LinkedIn lead generation, training and consulting company that finds and connects clients to their target audience. Trevor shares the different ways you can use webinars for your business, and talks about his history with webinars and all the things that he’s seen through the years. Learn some lead generation and traffic strategies for using LinkedIn Groups from Trevor.

Seven Years Of Business Using Only Webinars To Grow with Trevor Turnbull

We have the podcast interview with my good friend, Trevor Turnbull. We talked about some awesome stuff. Trevor’s a guy who literally the only thing he does in his business is webinars. I wanted to have him on this podcast because I wanted him to talk about the different ways that he uses webinars in his business. He does this unique hybrid style approach, where he’s doing a combination of live and automated webinars each month.

I wanted him to talk about that, but also talk about his history with webinars and all the things that he’s seen through the years. He’s been doing this since 2010 through the years of him running webinars. You are going to enjoy this. We also talked about some pretty interesting lead generation strategies and traffic strategies for using LinkedIn and groups. We talked about a ton of stuff. You are going to love this episode, so pay attention. It’s a rather lengthy one but there are a lot of gold nuggets that are hidden deep inside of this episode.

Trevor, welcome to Sold with Webinars.

I appreciate it. We’ve worked together a little bit and shared lots of ideas and all that. I’m excited to be on here. It’s funny you say that too because since my LinkedIn training programs that’s taken off, I go to these conferences and I do run into people that are like, “I know you.” I’m starting to embrace that more. I’m a very humble, from a small town in Saskatchewan, in the middle of Canada. It’s our nature to not get too big egos and stuff, but I’m starting to embrace the idea that why not run with this and try use this for the greater good to help educate people. Here we are talking about webinars.

What we want to talk about is you’ve obviously used webinars a ton in your business. You were telling me earlier, that it’s essentially been 100% your sole sales focus. You’ve taken down all of your sales pages, everything that you have set up inside of your online business, one way or other points either to a live or an evergreen webinar. Give my audience a little bit of background about who you are and what products you do sell? What is your business model? Then talk about how webinars have been the driver of your business.

I have a couple of training programs around LinkedIn and then we offer services as well to do lead generation for companies leveraging LinkedIn. There are a lot of aspects of CRM managements, copywriting, communications and Facebook ads and everything else that’s combined in those services. The core of what I do is teach people how to use LinkedIn and also leverage LinkedIn to help them turn a cold lead into a warm prospect and more clients. It’s just relationship building.

To give you the shortened version, I was using LinkedIn myself to build my network in the sports industry because at the time I was working with a professional football team and we were doing a lot of social media stuff just in general. I started using LinkedIn to connect with people and I ended up connecting with Lewis Howes along the way. Lewis and I were running in the same circles.

Lewis had the idea to create a LinkedIn course at the same time as me. I registered LinkedInfluence because I was like, “That would be an awesome name if I ever launched a course.” Then I never got around to it. Lewis had the same idea without us knowing each other. He looked up who is on the domain. I owned it. He reached out and said, “Would you sell it?” I said, “No, I don’t want to sell it but I’ll give it to you.” Let’s work together. I ran his sports recruiting website for years. How that ties back to webinars is I’ve been doing webinars since like 2010, 2011. It’s evolved a lot since then, but we used to sell our online program and all of the training that we had through webinars.

It’s changed a lot because we used to get 60%, 70% attendance rates. Our close rates were ridiculous too because there just wasn’t that many people doing webinars that were really good at it. It has gotten harder. I know when we connected, that was one of the things I was talking to you about is like, “I’ve got this good program. It’s selling okay, but I’m just not getting the kind of conversions. I’m not getting the right people on. I’m not getting the qualified leads in,” and we adjusted a few things along the way. I know you helped me with my deck, which was hugely helpful.

I’m still using a lot of the strategies, a lot of the strategies that you gave me advice on. It continues to evolve until now. There are a lot of different things we’ve tested over the last few years. We’ve got things working good now, but I know it’s going to change again. It’s a constant learning thing. I think that’s why people listen to your podcast is you just need to find new ideas and test them, adjust as you go and make the best of it.

Let’s get back to 2010, 2011, you said you started out doing the webinars. I wasn’t in the webinar game back then. I want to know, what’s changed since then? Aside from attendance rates and aside from close rates, is there anything else that has changed or is that the primary variable?

At that point, it was easy to get people to attend because it was so new. It was different. It wasn’t that new, but it was new to see it in different niche areas. What we were teaching was how to get a job in sports. You’re a student, you are a sports business student, you want to work for your favorite NFL team, this is the path right and here’s the program and the support system to help you get there.

We would partner with recruiters and job boards and that type of thing. Back then, it was less about leading them down a journey and helping them see the potential of what they could get to if they were to invest in something or if they were to see the pain points and that realize this is the solution. It was more laying out like, “Here’s what we have to offer, you want to get this, this is going to help you get there.” It was the starting points of storytelling with webinars where I feel like that’s more important now.

People don’t want to be pitched and sold stuff. Back then you could do that. You could go straight to almost a sales pitch. There was a model to guide somebody down the path of the sale but in a very direct approach. Whereas now, I personally feel like building trust and being honest with people and transparent about how much work it might be to do your program and not giving them some false hope of you’re going to make $1 million and live on a beach, that actually resonates with people more, but it makes the sales process harder. I made that change because even in my space and I know it’s every topic out there, there’s more competition.

If everybody’s talking about the same thing or guaranteeing instant results and you know it’s not true. You lose trust. I made a choice to just try and be honest with people. It probably has hurt my sales on my lower price product a little bit because I am so honest about like, look this is not turnkey super easy. You’ve got to put the time and this is real business building, but the people that buy, loved it. They stick around and they’re huge advocates. It’s just keeps growing and growing from there.

We’ve seen this more and more recently too, as we pick up more biz op clients, sometimes we just feel awful. The business opportunity space, people are sick of it. I know that especially in the biz op space, they’re webinar junkies. that’s why webinars work so well in the biz op spaces because they love it. They love to consume, and they love to buy. What we’ve been seeing work really well is being transparent upfront.

What we’re doing is we’re actually making the offer within the first three minutes of the webinar. I’m going through some of the bonuses or I’m going through some of the components. It’s a very short pitch but we say, “At the end, we’ve got an offer. It’s $1,000. I don’t expect everybody to buy.” I learned this from one of my past Sold With Webinars guest, Tim Paige. I want to give him credit because I’m now implementing this in my own webinars.

We make the offer. I tested this with my live webinar previously and it worked. I don’t want to derail this conversation but I only had five attendees and I’ve sold three of them. We had massive technical issues with our live webinar, which is why nobody showed up. We sold three of them which was freaking awesome. We made the pitch within the first five minutes. I just went on and did the content. Yes, everything is changing. Everything always changes. That’s why I always tell people there’s no one set formula. What’s the winning close? What’s the magical close that I needed to get them?

Not to go too far down that tangent but a lot of times this is where the brilliance connects. I’ve done hundreds of webinars over the years. I’d say I’ve done close to 40 or 50 this year alone. I don’t do a pinch off the start, but I do mention that, “If you like what you hear, I’m going to be offering something at the end.” With this training, there’s only so much we can go through in an hour. That was something I learned from you. Then, at the end when I go into the pitch, it’s before the end of the hour. I’m always getting people that are only expected to be there for an hour. I’m getting to pitch in before they have to leave. It’s a natural thing and anybody that’s done webinars would know that as soon as you start that pitch, you start seeing the tip down of people attending.

By the ten-minute mark of doing your pitch, it’s like down, down, down. Every time I see that, I’m like, “There’s got to be a better way to do this.” Those people that are leaving might’ve bought, but either the 60-minute mark yet, they had to run off to a meeting or they just got bored of hearing the pitch. Even some people once they hear what I have to say and they’re like, “I’m sold but there’s no way I’m going to do this myself. Can you do this for me?” A lot of times I’m having to say, “Yes, absolutely. Just hang tight for like ten minutes and I’ll get to the call number.” That’s where I’m at trying to figure that out. How do I give everybody everything that they want without overwhelming them?

That’s one of the rules that I’ve always learned is keep it focused, keep people going down the path of realizing that here’s your pain, here’s the solution I can provide, and then this is how you can go and buy. It’s interesting to hear you say that because I might start to consider now. I’ll create a landing page that has like, “If you want an advanced training, go to this site. He wants to do it for you, go to this site.” It combines a sales page with my webinar. It would be interesting to see how many people I kept on or if I drop them right at the start.

That’s always the fear. People always think that like, “If I give the offer right away, people are going to leave, and it doesn’t happen.” It just doesn’t happen because you’re still going to give content and you can even frame it as like, “Some people might not be able to stick around for the full hour or we might even go a little bit longer and I realized that some of you want to take action now, so here’s the link, a quick synopsis of the offer, then we get into the content.” We’re still messing with it, but it went very well.

You were asking me about how these webinars have evolved over the years for sure, and maybe we’re starting to go down that path where I’ve taken things to now.

Business Using Only Webinars: People don’t want to be pitched and sold stuff.

Where I wanted to focus was you’ve used webinars as your sole source of sale. That’s the only way that you generate sales. You’ve got a lot of experience. You’re doing them since 2010. You’ve developed a system where every month you do a live and you do them evergreen. Share with my audience a little bit about why you did that and what does your system look like when you do this hybrid approach, you’re doing live, you’re doing evergreen. Explain that process.

I committed to doing live webinars quarterly, almost like a mini launch every quarter because I do a challenge with my do-it-yourself group and that happens in the middle month of every quarter. It just made sense like in January, go hard with the webinars lineup, eight to ten webinars, that are either with affiliates or just to my list.

Then come February, I’ve got this extra support challenge which is an easy way to pitch that like this is the best time to buy. It worked really well. We did big numbers in January and April, which were the first two months of that quarterly launch, but I was still finding that those two months in between it was just like, “I’d go boom and then I’d go boom.” It’s like I’ve got to figure out a way to make this a little more balanced.

I thought, “Number one, I need to get an evergreen system in place so that people can watch my webinars when I’m not there but also, how do I do it more consistently?” I decided to do live webinars every two weeks. I found that was too much to do because it was hard to get the numbers up in the live webinars consistently. I switched it in September to do live webinars every month. I’ve got a full month to get the momentum built and get partners on board.

I have my system set up so that an affiliate can promote my live webinars even though their faces are on the landing page or anything, it’s just me presenting to them, they can promote live webinars. They choose to do live versus evergreen. The evergreen again, I decided to set up back in around the same time. It was so that people could watch while I wasn’t there. Do you want me to dive into how I decided on the evergreen setup and how that all works?

I would love to because there are a million different ways that people do evergreen webinars and I would love to hear your take.

I researched the few options that are out there. There’s quite a few, but I ended up landing on EverWebinar for a few different reasons. Then, I ended up switching from using GoToWebinar to using WebinarJam because I wanted the integration between the two platforms and to be able to like push right over to evergreen. That’s been a bit of a struggle along the way too because WebinarJam has struggled with it. I found their latest launch to be pretty good, like their new software seems to be pretty good.

With the evergreen, I took my best recording and I put it up. Then, I incorporated it into my funnel. I made the choice to be very transparent at the start of it. Even though I saw everybody pretending like their evergreen webinars were live. Anybody that’s in this space does digital marketing, you know it’s not live. People that aren’t in this space, you’re going to trick 20% of them. They may buy because they think it’s live and it’s just the greatest thing ever. They can watch it in fifteen minutes. I can’t believe that I made this live webinar.

Then you’ve got like 80% of those people though that will eventually realize that this person’s trying to trick me into thinking this is live and then you lose credibility and trust. That to me is why I made the choice to say, “Even if I lose some of those sales where I could walk them down this path of creating scarcity and all these different things, pretending like it’s live, I’d rather build trust with somebody that walks away from my webinar and buys from me six months from now than try and close them right now.”

I put like a one-minute video at the start of my evergreen with just like this me on video saying, “I’m excited that you’re here. Just so you know, this is a recorded webinar. I did it. It’s exactly the same content you’d see if you did a live one with me right now, which I just recorded this a month ago. My staff is there to answer your questions and your chat if you have something that they can handle, it will get to me and I’ll get back to you, so enjoy the webinar.” That’s it. I’ve had people come back to me and say, “I bought from you, not even because of what you’ve taught me, just because of the fact that you were transparent off the top and I knew I could trust you.” That was it.

One of the reasons why we do webinars in general is the personal touch. When you’re doing them live, great. You can interact with the attendees and you can answer their questions. Yet everybody wants to go automated because automated will allow you to scale but I tell everybody especially my high end done for you clients like, “Joel, I want to hire The Webinar Agency because I want to build an automated webinar.”

We turned 100% of those people away. If the answer to this question is no. I’d say, “Are you willing to do them live for a few weeks while we test the message?” If they’re like, “No. I just want to go straight and automate them.” I’m like, “Then, we can’t help you.” There’s so much that you have to work on and you need to be able to get that interaction with your live attendees.

The fact that you put a video in front of your webinars saying, “Listen the content’s the same. We did this a month ago or whatever.” You still maintain that integrity with your list because if you’re getting them and they’ve never heard of you before, whether it’s from a joint promotion or from cold traffic, save your list. Don’t ruin the relationship by trying to screw them or fake them out with a fake live webinar. You’re absolutely right, way too many people do it.

To speak about the value of doing the live webinar too because they are time-consuming and sometimes maybe your promotions don’t go quite right, and you get five people show up. I’ve done lots of those too. I try and help people as much as I can around webinars too because I have a lot of experience in it.

The common thing that you always hear from people is this fear like I’m going to put all this time and effort in and nobody’s going to show up. Who cares? Do it anyways. Go through your normal routine. You’re going to figure out that one thing that you should have said differently, that you will next time because you’ve seen it, you’ve heard it and you know the trigger of how to react to it the next time. I’ve done I don’t know how many I should tally these out but it’s been hundreds of webinars. It’s changed every single time.

When I do it, I get people that follow up with me that are like, “That was the best webinar I’ve ever been on,” and I don’t do that to like blow smoke. I know that I’ve done it so many times that I’m good at it now because I’ve done it over and over again. It’s like an athlete. You’ve got to practice anything in life, the 10,000-hour rule. You’ve got to keep doing it. I’d encourage people that are maybe listening, getting started or whatever, like, “Here’s what you should do first. You have to absorb as much information as you can from smart guys like Joel and then stop learning and just do,” implements and then adjust from there.

You’ve implemented a system where every month you’re doing a combination of live and evergreen webinar. You’ve got your assets in place. Somebody downloads a lead magnet, a free resource whatever it is on your Thank You page. Depending on the time of the month, they are going to get invited to either an evergreen or live webinar. Everybody on your list is always going to be invited to some form of a webinar. That is your only sales mechanism.

If people want to check this out, you can just go to 30DaySalesMachine.com/Checklist or 30DaySalesMachine.com/Profile or 30DaySalesMachine.com/Scripts is the third one that I just created. Those are three lead magnets that I created. They all have simple landing pages that offer a PDF or mini video series or whatever. You’ll see how this works because I know that’s how I like to learn. That’s how we met at Funnel Hacking. When you go there, and you opt in for that easy thing to get, the immediate page you land on has a video of me on it saying, “Thanks for opting in for this. You’re going to love it. It’s in your inbox. Big red letters at the top.” I don’t give it to them right there because I want them to pay attention on the video. Then I say, “I’ve got a webinar coming up too. All the info’s down below.”

I’ve got two versions of that thank you page so when I do a live webinar, I’ll change all my thank you pages so that it promotes the live webinars. Every sign up that goes in, it signs up for the live webinar. Soon as that live webinar is done, I switch them back over so that they go to the evergreen. They’re always going to some form of a webinar.

Then my lead magnets themselves, the PDFs all have like, “You want to learn more about how to put this into a real application and see a case study, go sign up for a webinar, seven email series, go sign up for a webinar, education and sign up for webinars.” It’s all going to webinars. I’m starting to realize that there’s a big market out there for what I do that’s not necessarily the do-it-yourself. LinkedIn is not push button easy. It’s just not. It’s relationship building. It’s sales pipeline building. It’s old school marketing brought into the digital age.

A lot of people that we get on webinars, they love what they hear but they want somebody else to do it. We’re starting to go down that path of figuring out how we can filter or segment those people down those journeys as well. That’s where I’m making my notes here because right off the start, I think what I switched in my webinars is to say like, “If you’re going to like what you hear here, you can go to these lengths. We’ve got a do-it-yourself option, we have done for you. Let’s not get too distracted. I’ll teach you this and you can come back to it later,” but actually allow them the opportunity to go and explore those options too. It’s just so fun to know how you can get instant feedback on the products and services you offer through webinars. I’m a huge advocate.

I want to talk about at length offer set up and offer creation because you’ve gone through multiple variations of your offer price points, what people like, what people don’t like, selling your done-for-you service, doing an application to a phone call. Can we take a step back and talk about your journey? Let’s say over the past years, what you’ve done with your program, different price points, different offers, what you’ve found to work and what you’ve found not to work. It’s a huge sticking point for our audience, crafting the perfect offer. Let’s hear right from somebody who’s gone through this exercise for the past years.

I’ll maybe preface this with saying what I chose to do and what works for me may work for you too so you can follow this or because I know you’ve probably talked to other people that say like, “I can crush it with a $1,000 product on a webinar,” whereas I can tell you I haven’t been able to crush it with a $1,000 product. Maybe it’s just my approach, who knows, but take what you can from this and then implement it. I did start with this program at $997 on a one-time fee and because of that I was selling on webinars directly to an order form. I wasn’t getting good conversions. That was right around the time I talked to you and you said, “Why don’t you get these people on the phone and just close them on the phone?”

Business Using Only Webinars: I’d rather build trust with somebody that walks away from my webinar and buys from me six months from now than try and close them right now.

I was like, “I might take too much time.” It’s contradictory to what I’m saying because like that nudge that you gave me is exactly why I’m in the position that I am now. Yes, I did nine phone calls where people shuffled their feet and I was like, “That was a waste of time” but the tenth one bought. Then, I realized from all the other nine conversations what those people needed. It’s so worth it to do these calls, especially if you’re just starting out.

What I found though was doing the phone calls to sell a $1,000 product and I tested this lots versus selling directly on a webinar for $497 straight to an order form, I was able to get about the same amount of volume as far as conversions. From a time perspective, I was like, “Why would I not just sell my program at $497 direct to an order form?”

When I do webinars, I’ll get five, ten, fifteen sales come in and I can look at it and go, “I’m going to go home and play with my kid now.” I don’t have to do phone calls, I don’t have to line up anything. That’s why I made that choice, but we can dig into the dynamics of how we set that up if you want to. That might be going down a rabbit hole. We started to offer a phone call option again though too for what I said earlier, which is some people just want to have that one question answered but they didn’t have the courage to ask on the webinar or just didn’t get addressed within the timelines.

We give them the option to line up a phone call. We still end up closing like over 50% of those on our do-it-yourself program and then probably 10% of them end up being clients because they just didn’t realize what else we had to offer until we go down the path. They’re like, “You can do that for me?” and were like, “Yeah.” The phone call option is still a good thing too. That’s how it’s evolved and now like I say, I don’t mention anything at the start about what we offer. I just say I’m going to have an offer and then I pitch my program the $497 one-time fee. Then I offer a phone call and we talk a little bit about done-for-you services. I’m going to be evolving that as I go to for sure.

Do you have any ascension offers for people who buy the $497? Down the road, do you have anything else that you can sell them? What I’ve found is that you either have a short-term approach or a long-term approach. $497, $797, $999, whatever it is, there comes a balance between what do you want in your business?

Do you want like more front-end revenue or do you want more front-end customers where you have other offers that you know they’re going to need and you know that they’re going to buy? A lower price point where you can get more customers coming in or more opportunities to sell them something later. It’s a delicate balancing act when you pick your offers. What other products do you have to offer them down the road?

Right after that sale, we do offer a one-time offer for an upsell for a done-for-you service. That is what we call our accelerator package. Basically, we work with an account manager and a virtual assistant and they do all the work for you. You still get access to the program and all that. I’m in the process of rebuilding our website to be able to display what all these packages are transparently and to say if you’re a 30-day sales machine member, you get this price. If you’re not, you get this price. It’s 25% more. It just makes sense to join the program.

The reason I did that too was because my margin in my business is in the online sales and my program because like I said, if somebody buys and they’re in, then there’s no real extra work aside from the support that we provide through our groups and stuff which I can scale. I can help 100 people or a thousand and the community helps support it along the way.

We’ve got a multiple different price points for our done-for-you services where previously it used to just be, “Here’s the one thing we offer, do you want it? Here’s the cheapest you’ll ever get it.” Now it’s, “Here’s the program that we offer for a done-for-you solution. We’ve got a light version of that and we’ve got a plus version of that too if you want a hands-off approach where we qualify your leads for you.

The only time you’re talking to somebody is when they put their hand up and say, “I want to learn more.” We built that out. We don’t have anything public facing on this. We’re building that out now. Those price points vary between $997 per campaign, which is a campaign is typically five weeks type thing. Upwards of $6,000 over a month for a campaign and that’s for additional services that we offer that includes email and retargeting of your leads that you’re building on LinkedIn. It’s more of a full circle marketing effort.

That’s the stuff that we offer. Going forward, I’m throwing around ideas of what else we can do, like offering a monthly recurring fee to access a support group or something. A lot of times the support group is where a lot of the values is. What’s working right now, and who experimented with this in this industry. Then, offering other services that are complimentary to this too. What we sell for training and then done for you is lead generation. You can benefit from a LinkedIn makeover package. We stopped doing them but now we’re going to add it on because we’ve fine-tuned our offering.

Then, even a sales team accelerator package that we’re working on now because I’m finding that when I speak to VPs of sales that have 40 staff underneath their umbrella, they don’t want just one guy or one gal doing this, they want 40 people doing it. I’m putting together packages now where we can create continuity between all the salespeople from a messaging standpoint and then give them some training to go out into the market to generate new sales in their individual markets and support them now too. I’m finding that our business is evolving based on the feedback that we get from webinars. They tell us what they need and then we build it.

What is the take rate on your one time offer like for the done-for-you? I’m curious because I’ve got my own presumptions about that. Would you be able to share rough numbers? We don’t have to get any exact specifics, but is it worth it or do you think it would be better?

It can be better. It’s pretty low right now. It’s probably less than 5% I would say. For something that’s double the price of what they’re buying, that might be part of the issue. I don’t know. I just haven’t switched it because I haven’t taken the time to figure it out. It’s lower than I want it to be. Here’s another thing I’ll tell you too, Joel is now that we’ve been working with 60 clients on a recurring basis at least a $1,000 per campaign. It’s good revenue coming in and the margins are lower. What we found is if somebody buys that upsell right from a webinar, they usually stick around for one campaign because they’re looking for a silver bullet, the magic bullet.

If they get into the program and they start doing it and they’re like, “This works but I haven’t got time for this. Maybe I’ll talk to these guys.” They line up a call and we go, “We can do one month for you but you need to do three months. Nothing works in one month.” We’ll do three months and then they’re staying for six, seven campaigns. If we stopped offering that one time offer, I think we would get less of those people that are kicking the can, expecting amazing results and instead we might drive them straight to a phone call within a week or two type things through our email follow-up sequences and stuff. I’d love to chat with you about that too because I’m sure there are better ways that we can be doing it as well.

One of my other clients was getting a 50% uptake on their one time offer from the webinar sale. The reason why I was hesitant about your one-time offer and why I thought that it could be better is because the people who are coming onto your webinar, you’re going to get some people who’ll want you to do it for you, but they’re going to hop on the phone and they’ll say, “I want you to do a for me. I don’t want to go through a course.” Most of the people who spend time and watch a webinar, they don’t have as much value on their time as the people who are willing to pay extra money to get someone to do it for you.

When you sell them a course, they’re like, “You just watched the webinar and you bought the course do-it-yourself. Let me do it for you. There’s another opportunity for a better upsell there. You already mentioned it, which is a paid support group. I’ve got a couple of friends who do this as a one-time offer.

One of my early podcast guests, Mike Morrison gave me this idea. It was you sell the course and then your one-time offer is a monthly support group. The course doesn’t include the group community that’s an additional fee. Whether it’s $47 a month or $97 a month, you can even give them a fourteen-day free trial and then they start to get into rebuild. That’s just an opportunity. They’re just a thought that I had for you.

On that note too, Joel, because I’ve thought about offering something like that and I’ll end up doing this in the near future here. My hesitancy of pulling out the support group from my offer was how will that impact my one-time offer or my one-time fee $497 to get into the program? Are they valuing the group that much that’s making them go, “This is all right and I’ll take it?” If I took it away and didn’t even mention it in the pitch, but then offered it as the upsell, it could work well. That’s why I like talking about this stuff because the truth is, I don’t have a clue, but I should test it. I just don’t know. You just don’t know until you test it.

You’d be surprised at what’s going to happen if you remove the support from your offer and not even drop the price. We’ve had a lot of courses that we sell without any support. Mine sells without support. I don’t have an upsell yet because we’re revamping our program as we speak. It will be an upsell. It will be exactly what I just told you it will be. Ours is $997. The price of that is going to go up probably in the next few months but right now it’s $997 when we pitched it on the webinar.

Then there’s going to be a one-time offer for a 14-day free trial into some support group webinar community that will probably be $97 a month, but they’ll get a fourteen-day free trial, so they can see, interact with people and talk to people. I’ve had a lot of people requested who have bought the course, like, “Is there a community for this or a support group?” I’m like, “No, there’s not in the core offer. I’ve told him we are building one but it’s just not ready yet. I think it will be a no brainer.

That’s an exciting thing to go down that path and I realized it’s tougher when you’re first starting out if you’re offering something like that because you might have a group of zero people. From where I’m at with my stuff, there are over 800 people that have bought my program and about 450 or 500 or so are in our Facebook group that’s very active. I’ve got a support person that’s in there that’s creating infographics to poke people every day saying like, “What do you got going on now? What closed this week?” Like we’re creating a community. Those people are answering each other’s questions.

This is where I’d say if anybody’s planning on doing this at the start, I was super active in there. I made sure I was on every question that came in and I was keeping people updated. Now, I’ve pulled back on that because people answer questions before I even get to them. It becomes self-sufficient after a while and it’s such a great addition to a program. It’s the thing that we just said, this is the beautiful part about webinars. It’s like I know I can test this. I can test this next week if I wanted to with the list, with the affiliates that I have even with buying cold traffic to come to these webinars because you’ll get some good knowledge no matter what you do to know what your next step should be.

What I love about your system is like you’ve done this for seven years. You’re just now getting into paid traffic. I repeat this over and over again because from the groups that I played in for a long time, the internet marketing group, a lot of them were heavy in paid traffic. I just want to stress it, you don’t need paid traffic. I just lined up with a partnership with somebody. He had never even heard of affiliate webinars before.

He was like, “You want to do a webinar to my list. I’m like, “Yeah, I’ve got an offer. Do you want to split the commissions?” He’s like, “What do you mean?” I’m like, “If I sell these programs, would you like half?” He’s like, “Yes.” Sometimes you just got to get out of your comfort zone. People need great content. Webinars are a great way to do it and don’t think that you need paid traffic to make this work. It’s not a requirement. 

If what you have to offer is truly valuable especially in the free content that you offer through a webinar, if it’s very educational and value add first then yes, of course we have a product because you’ve got to make money out of this. Here’s another little tip for all your listeners too. LinkedIn group owners, do you know how many massive LinkedIn groups that are out there in a ton of different industries?

I’ve got to get back on that. I’m so glad you recommended that. Before we even personally met, I’ve heard about that somewhere where you promoted it or talked about it, but I just haven’t even been on LinkedIn in a long time. I’ve got to get back on it.

I did one promotion with a group owner who owns a group that’s like digital marketing professionals essentially. It’s what’s the people that are in it. It’s like 45,000 people. We tweak the message as far as like the call to action to come to the webinar based on them being freelancers and consultants but they’re not salespeople working for big corporations with 40 sales staff. They’re individuals. We tweaked it and she approached me, which was unique. Usually I’m the one going out to them saying, “Would you like this?” You’ve got to educate them. Like you just said, “You promote me, I’ll give you half.” They’re like, “What are you talking about?” Most of the time they don’t even realize that world exists, but it worked well.

Business Using Only Webinars: A lot of times the support group is where a lot of the values are.

We ended up with over 100 attendees from her message that went out to that group. It was maybe three or four sales. It was under our average of what we typically do but it was still $1,000 or $2,000 in that person’s pocket and now she’s on board. She wants to do it every month. She said, “When do you do this again? I’m like, “Every month we do live webinars. She said, “I’m in.” Just send me the copy and I’ll mail it for you.

You’ve got to reach out to these people because most of the people that built big LinkedIn groups over the last ten years, don’t even realize the value they’re sitting on. They’ve built an email list and they don’t even realize the value of it. You just got to reach out to them and explain that you’re coming from a place of value first and foremost. Let me educate your audience and then we can even make some money on the back end too.

We’ve got to get you into doing LinkedIn outreach training to my audience and people on the podcast. Until you mentioned it, I completely forgot about that. I forgot about that asset. That is something that everybody, that all of my audience could pull value from. We’ve got to get that lined up. It’s easy to do too.

You have to be connected to somebody on LinkedIn to send the message. You can find the owners of these groups easily. Just do a search for a keyword based on a topic or an industry or a role type or whatever. Find the group owner, send them an InMail or request to join their groups. Send them a message directly that way or even just connect with them and put a small message in that connection or request. It’s like everything. You’re going to have to kiss a lot of frogs to get to the prince as they say.

You might send 100 messages and one person finally gets back to you and says, “I’m in,” but if that in results in a couple thousand dollars revenue and you can be consistent with it, it’s another good path to take that isn’t ads where you’re having to spend a whole bunch of money to maybe make some sales because that’s risky. I just started doing Facebook ads for real. I dabbled before but for real like three months ago and I still haven’t dialed it in. I’m like breakeven. That’s with the webinar that I know how it converts. Anybody that’s still before that stage, it’s a tough gig for sure. It’s always changing.

Trevor, we talked about a ton. We talked about your history of your webinar life and how you’ve been doing since 2010, the evolution of webinars. We talked about your hybrid approach, how you’re doing live webinars each month and evergreen webinars each month and your transparency that you always bring to your audience, which helps with nurturing your long-term list. We talked about different offers that you put on your webinar and the evolution of how your offering has changed versus selling a $1,000 item versus a$497 item versus done-for-you.

Hopefully, we gave you some ideas on your one-time offer as well. We also dropped a gold nugget at the end about approaching LinkedIn groups for partner webinars and joint promotion, which is absolutely gold, and I completely forgot about. Where do people go check out? Where do they find it? How do they get more information on whether LinkedIn groups or funnel hacking or signing up on how to find the 30-day sales machine? How do they connect with you?

Connect with me on LinkedIn. If you connect with me on LinkedIn, tell me that you listened to this podcast as well. That’s something that I always do too. It’s another strategy I use when people sign up for my webinars. As soon as they do sign up, I give them the usual mark it in your calendar, go check your email, show up on time, remove distractions, connect with me on LinkedIn and tell me that you’re going to be on the webinar.

You’d be amazed how many people are there that will connect with you and be like, “I’m going to be on your webinar. I’m so excited. Are you a real person?” I reply back to them and I go, “Yes, I am. Looking forward to seeing you there.” I’ll be honest too, I don’t respond to those. It’s not me doing it. I have an assistant that does it, unless it requires a custom response. Typically, I’m going to be there and I go, “Awesome. Sounds great.” It’s the first level of building trust with people where they know that you’re a real person.

Business Using Only Webinars: You got to reach out to people because most of the people that built LinkedIn groups over the last ten years don’t even realize the value they’re sitting on.

Connect with me on LinkedIn and then go to 30DaySalesMachine.com. We have all those different channels to help people no matter where they’re at in their business. You’ll see all of our free stuff on there. The checklists, the profile training, the messaging scripts and all of the things that we have are for free to be able to help people learn how to use LinkedIn to grow their business. It’s all going to be there too. I appreciate doing this with you. It’s always a pleasure to chat with you.

Trevor, we are two very similar people. I love when we talk because there’s so much knowledge that you have that I don’t even tap into. LinkedIn, I tried to do LinkedIn a while ago. I love talking with intelligent people and people who have the most ethical standing but still liked marketing. Those are the people that I want to connect with. It’s always a pleasure to have you on. Thanks for tuning in. Go check out Trevor. Connect with him on LinkedIn. Tell them that you found him through Sold With Webinars and he’ll hook you up with some real good stuff. That’s all we’ve got for now. I appreciate it everybody. We’ll see you on the next episode. Take care.

Thanks so much for being here. We hope you enjoyed this episode and we look forward to giving you the next one. You can also follow and watch the behind the scenes look at how I’m personal launching a brand new six and seven-figure product from scratch at SoldWithWebinars.com/TV. If you’d like to come hang out with other fellow experts, join our Facebook group at SoldWithWebinars.com/Experts. Join us next time and I’ll see you there.

About Trevor Turnbull

Trevor Turnbull is an Online Reputation Specialist, Social Media Educator, Linkedin Trainer, Podcast Host and Speaker that has been quoted in numerous publications including Forbes, Entrepreneur, Globe & Mail and the Toronto Star discussing the value of networking and how social media is impacting the way people do business today.

Trevor is the founder of Linked Into Leads, a LinkedIn lead generation, training and consulting company that finds, qualifies and connects clients to their target audience using the #1 network for business professionals. He is also the co-founder of NetworkingInVan.com, the premier destination for business professionals, entrepreneurs and students to learn valuable networking tips and stay up to date on the top networking events in Vancouver, BC, Canada.

As the founder of Legacy After The Game, Trevor Turnbull provides empowering social media & leadership education to athletes, coaches and sports professionals so they can control their brand, build their career and shape their legacy after the game ends.

As the former COO of Sports Networker and the Sports Executives Association, he helped current and aspiring sports business professionals take their sports career to the next level and is responsible for growing the largest sports industry focused group on Linkedin (Sports Industry Network) that is currently at 196,000+ members and growing every day.

Trevor is also a past contributing writer on Entrepreneur.com where he provided entrepreneurs and small business owners with informative content on the topics of management, leadership, teamwork, innovation, growth, marketing and sales using lessons that can be learned from the world of sports and applying them to “real world” business challenges.

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