The Hero’s Journey Mistake That Will HURT Your Sales (Don’t Do This) | #36
The hero’s journey is a very popular story that most marketers tell you to use. A hero’s journey story is about how you got started and what your struggle was. If you’re studying any sort of marketing, people are telling you that you have to share your hero’s journey story to connect with your audience, but that is a bold face lie. When somebody signs up for a webinar, they’re looking to learn whatever it is you promised them. The longer that you take to get to that content, the lower your conversion is going to be because people are going to get bored and they do not give a crap about who you are and what your journey is. Joel talks about some very common mistakes that people are making when it comes to recording and telling stories in their webinars that are hurting their conversions.
The Hero’s Journey Mistake That Will HURT Your Sales (Don’t Do This)
I’ve got a very special solo episode that I want to jump in and talk about. I’m getting a little bit frustrated with some very common mistakes that people are making when it comes to recording and telling stories in their webinars. I want you to understand something about the art of storytelling. We’re going to talk about a very common and major mistake that people are making in their webinars that I can guarantee you are hurting their conversions. Let me ask you a question. How many of you have ever heard the idea of the hero’s journey story? You have to tell the story about how you got started and what your struggle was and whether you’re teaching people how to build business or you’re teaching people how to get healthy, but sharing your hero’s journey story to help connect with your audience.
If you’ve studied any type of marketing, people are telling you that you have to share your hero’s journey story to connect with your audience. I’m here to tell you that that is a bold face lie. When my clients come to me, they’ve got a webinar. Most people are driving to cold traffic to their sales webinar. If you think about it in the mind of the audience or the prospect, they’re clicking on an ad, “Sign up for this free training. I’m going to show you the simple secrets to building a better life.” They’re clicking on this ad. “I want to learn this secret and I’m going to show up at the date and time of the presentation, and we’re going to go from there. I’m going to learn all this great stuff.”
You show up, you log onto the webinar, and the presenter starts their presentation. They go through the typical welcome sequence. “Welcome. Thanks for joining. We’re going to get started.” You start to see the same formula over and over and over again. You sit down on the webinar and for the first ten to fifteen minutes, you are waiting for them to get into the meat of the content. They’re telling you what you’re about to learn, are you in the right place, and then all of a sudden they go into this long drawn out story about who they are, where they came from, what were their struggles, and why they discovered this secret. After studying hundreds of webinars and knowing the results of many of these webinars, when somebody purchases a webinar breakdown call from me and they’ve already got an existing webinar, I can guarantee you 90% of them have this hero’s journey in the beginning.
Let me explain something to you. When somebody signs up for a webinar, they’re looking to learn whatever it is you promised them. The longer that you take to get to that content, the lower your conversion is going to be because people are going to get bored and people are selfish. They do not give a crap about who you are and what your journey is. That’s not to say that the hero’s journey is not important. I just don’t feel that your hero’s journey is important to a cold prospect who’s never heard of you before, who has never dealt with you before, and has been enticed to join this presentation to learn your secrets.
As you start to build that bond in that relationship, your hero’s journey does have a specific place that it goes into your marketing. I want to get clear and explain to you what needs to happen in the very beginning part of your presentation and this can be very short. In fact, your introductions should be no longer than fifteen minutes at the very most. You don’t have your audience’s attention for that long. What should you be putting in the beginning part of your presentation? When you do talk about yourself, it is important to build up your authority. When you build up your authority, your authority does not necessarily include your struggle.
Nobody cares about your struggle, but what they do care about are your credentials. What are your results? Why are you talking about this, and what can you teach your prospect? What type of results have you gotten for other clients? Have you helped X number of people in the past achieved that certain result? Have you been featured in any magazines? Do you have podcasts? Do you have your own media platforms to share your message with?
All of that is what you put in your introduction. For you to spend time wasting your audience’s attention on, “Let me tell you where I came from. Four years ago I was an unemployed college dropout who was just kicking the tires and working at McDonald’s for eight bucks an hour and really didn’t have anywhere to go with my life. I thought that that was a failure. I thought my family was going to hate me.” I’ve seen so many people waste ten, fifteen, twenty minutes sharing this story and I’m just like, “I don’t care.” When you have an ice cold prospect who is looking to learn from you, they could care less about your journey. You have to give them value as quickly as possible and earn their trust to be able to continue to earn their attention.
That’s what they care about because that’s going to get them excited, but your journey is not going to get them excited. Let me ask you another question. I told you earlier that you can use your hero’s journey in a specific spot within this webinar. Any idea where you would put it? I want you to think about something. Everyone has a hero’s journey. Everybody does. You can craft it. It is important, but you need to know where to put it.
Let’s go through a scenario here. You’ve sat on a webinar and let’s say the webinar was great and you’re really interested in buying whatever it is that the offer is. You’ve gone through the introduction. Let’s say the introduction was about ten minutes. You got really excited about what you’re about to learn. You realize you’re in the right place. This is very relevant stuff to you. You’ve gone through the content. The content was amazing. You can see how this stuff can work for your business or for your life, and then they get to the offer.
Let’s say the offer is a $1,500 product and you’re like, “I’m considering it. I can see how this could help me,” but you’re going back and you’re wavering. They go through the bonuses. They go through everything that’s included in the offer and they’re getting closer to the end of the presentation and you’re not sure yet. $1,500, that’s a lot. In your mind, you’re thinking, “I’m not sold yet. I don’t know if this guy or this girl is really the person that I want to be learning from in implementing this system.”
You’re sitting there and you’re going back and forth and they’re sharing more testimonials of people who’ve had success and you’re like, “I can see myself doing that.” Then they reveal the price and they go through the whole pitch and then all of a sudden the presenter says, “You’re probably sitting on this webinar right now wondering if this the right product for me, wondering if this is really going to work for me, but why should you pay attention to me? Why should you learn from me? There are lots of other gurus out there. There are lots of other courses out there, but why should you learn for me? Let me tell you, six months ago, I was in the exact same situation that you’re probably in right now.”
Now the presenter starts to go through their hero’s journey and they go through in more detail. You’ve now spent about an hour to 90 minutes with this person and they’ve wowed you with their content. You’ve earned the right to listen to a little bit more about where this person came from so you can build that level of trust. They start to share their hero’s journey. The hero’s journey relates to exactly where you are right now and you can see yourself going through the same situation that they’re going through and how to use this system that they’re teaching you to get out of the current situation and turn their life into a better one. They spend about five minutes or so sharing that hero’s journey, sharing that struggle, sharing that solution, and how this system they just taught got them out of that rut. Now, you’re like, “I believe in this person. This guy went through so much struggle, so much with the other struggle that I’m going through right now. I believe him.”
You see how that changes the dynamic entirely versus putting that hero’s journey in the very beginning of the presentation when they don’t give two craps about who you are? They just want to come and learn what you promised to teach them versus putting it towards the end of the presentation and putting it in the Q and A section that said, “You’ve heard my situation. You have heard my content. Right now you’re probably asking yourself why should you buy from me and why should you learn from me.” Then they go through and they spend five minutes or so talking about their hero’s journey.
Do you see how powerful that is just by putting it in a different spot? You want to get them to the content as quickly as possible, and then spend time backfilling all of your backstory to connect with them and build that bond. If you implement this, this is so much more powerful than spending ten or fifteen minutes in beginning of the presentation when they really have no interest in who you are. They are selfish. They are only in it for themselves. It doesn’t matter what your audience is, your audience is only in it for themselves. Implement that into your webinars and it’s going to flow so much better and your conversions are going to skyrocket. If you implement this, you are going to see dramatic results within your webinars. Go put your hero’s journey at the end of your presentation and I would love to hear what your results are.
Thanks so much for being here. We hope you enjoyed our episode and we look forward to giving you the next one. You can also follow and watch the behind scenes look at how I’m personal launching a brand new six and seven-figure 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.