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Sold With Webinars

Webinar Repurposing Strategies: Make Sales Even If They Don’t Watch w/ Felicia Pagesh | #120

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Tags: Repurposing Strategies, Make Sales, webinar

You spend so much time and money creating a webinar and driving traffic to it.

But the truth is, whether it’s 60 minutes or 15 minutes, some of your prospects won’t bother watching your presentation.

Even though they’re a perfect fit for your offer.

My guest this episode will show you how to earn their business anyway.

Felicia Pagesh is a growth strategist and self-described “professional hole-poker.”

She’s worked with world-famous experts like Brian Tracey, Mike Koenigs, and Sonya Ricotti.

You’ll Discover

  • How to get more sales by flipping your funnel and presenting your offer before your marketing (your mileage may vary, so be sure to test it) [08:34]

  • If you have a big drop-off in your webinar view percentage, it doesn’t always mean there’s something wrong with your presentation. It could be any one of these things [15:11]

  • Gated content is a thing the past. Why you need to let your audience consume your material in the way that they want [18:22]

  • How to squeeze the most juice from your webinar (an asset you spent a lot of time and money creating and optimizing) [23:51]

  • All the cool ways to handle objections that you probably haven’t thought of [37:08]

…And much more!

Helpful Resources

Join our free Facebook group, Million Dollar Course Marketers.

Want to launch a High Ticket Course to grow your business without adding more work? Watch our brand new webinar.

Interested in working with Joel one-on-one? We’ll deliver a finished mini-webinar funnel to your OR will give you a detailed Game Plan you can go implement yourself – Apply here.

Subscribe to the podcast: YoutubeApple podcastsGoogle podcastsStitcher.

Follow Joel on social media: FacebookInstagramLinkedin.

Episode Transcript

Felicia Pagesh: [00:00:00]

It will be a win if you give more people that are interested in opportunity to buy from you, that’s going to guarantee be a win.

Joel Erway: [00:00:12]

Hey, what’s going on? It’s Joel Erway with another very special episode of Sold With Webinars. Today, you are in for an amazing treat. So I’m going to hit you today with another very special interview series. We’re going to have a joint expert on here, a co expert, Felicia Pagesh, and she is an international business consultant and digital marketing expert with over a decade of experience in working with some of the world’s leading experts in the areas of business success, joint ventures, personal development, and health and wellness.

And today we’re actually going to be talking about something that we’ve never talked about before, which I have always had the idea to, but I’ve never executed, right? Because I’m a content guy. We have tons and tons of content, but we have the expert. We have somebody who’s done over $35 million with her webinar strategies with herself and her clients.

And she’s going to talk about a very unique opportunity to repurpose your webinar content, to appeal to all different types of audiences. Felicia, I’m excited. Welcome to the show.

Felicia Pagesh: [00:01:17]

Hey, how’s it going? It’s great to be here.

Joel Erway: [00:01:19]

I’m very excited. So why don’t we kick this off real quick? Give a quick 30 second background about your credibility, your authority. Let our audience kind of, you know, rather than me talk about it cause I’ve got your bio right here, but I love to hear it from, I like to hear it from you.

Felicia Pagesh: [00:01:33]

Hi everybody. My name is Felicia. I’m a six to seven figure business consultant. I typically help with growth strategies for business owners who have sort of a webinar or some kind of campaign strategy in place.

I’m a glorified, a whole poker, which means I could basically go into any campaign and within just a couple of minutes, I could find the biggest areas to leverage and figure out some strategies that we can put in place to improve based on the speed that it takes to implement them and the level of impact that they would have once implemented.

Like you said, I’ve been doing this for about 12 years now. I’ve worked with Brian Tracy, Mike Koenigs, when you were CATI, a lot of people in the digital marketing, personal and development space. And also I’m a partner in a diet and health brand called the 17 day diet. Um, so essentially that’s me and that’s kind of what I’m going to talk to you about a little bit today is how to kind of repurpose some of this content, referencing some of the different brands that I work with and how some of these strategies work across the board, regardless of industry, which is what’s really, really cool about it.

Joel Erway: [00:02:39]

Content repurposing with the webinars. Is this something that you always kind of had an idea for? You say that you’re a glorified hole poker. Where did you come up with this idea? Was it, was this one of the holes that you poked in one of your client’s strategies and it ended up being like a massive win?

Like where did you come up with this idea?

Felicia Pagesh: [00:02:59]

That would have been the cooler way to go about it? It’s selfishly how it came about is because, you know, we all, you know, I’ve worked with all these different companies and I see the investment that goes into creating these webinars, right? It’s like this core content piece that gets worked and reworked and tweaked, and it costs a lot of money and it’s just this huge outpouring of everything of love.

And I’m sitting there going personally, I would never watch this. I’m too type A, I would never sit here and watch, you know, a one hour, content piece, but I’ll make a decision with just a couple of, you know, if I can read a couple of lines of texts, that’s enough to get me somewhere else. And, I realize I’m not alone in that when I talk to other business owners who also would never watch this thing.

We all know that it works so well, but it’s like, if we’re not going to consume it, who are we expecting to consume it? And why would we, you know, just kind of limit ourselves in that way. So selfishly, it just came from my own disinterest in spending an hour of watching content in that way but realizing that, you know, the message is there, it’s polished.

It’s a perfect way it converts. So how can we find better or different ways to appeal to people that consume differently?

Joel Erway: [00:04:14]

Felicia. I got to introduce you to our mini webinar system. That’s the whole reason why we created the mini webinar for the type a clients who don’t have the time to sit through a webinar.

But I think what you’ve got here is an excellent, excellent alternative for repurposing this content. So let’s kind of dive into it. Tell me about, let’s start with like the first story, the first project that you worked on with this, with repurposing like how did it go? What was the, what was the project?

Felicia Pagesh: [00:04:46]

So I was working on a, I was working on a webinar for it was actually for Brian Tracy, we were doing our how to write a book campaign. And you know, there’s a lot of, there’s a lot of different variables that go into that. But when you’re, when you’re measuring your results, right, this is the first place that a lot of people make them mistakes is by not having the right tracking in place to measure their results.

So they’re kind of shooting blind. So we are measuring our results to see, you know, how many people showed up, how many people stayed, how many people actually heard the offer, how many people, you know, bailed before they even heard anything but we know they’re interested in the topic because they opted in for it.

And so we were kind of toying around with that. We had a pretty big drop off pretty early on. So we were building a follow up sequence is actually to, to capitalize on those campaigns. And then, you know, it kind of just, it kind of just came to me well, why don’t we, you know, these are people that want to write a book, I’m sure that there are other ways that people learn how to do this, besides, you know, this one particular way.

So I started to just toil with that and kind of rework it a little bit and thought. Okay, why don’t we transcribe this? Why don’t we turn that into an ebook and why don’t we give people the option to consume either in the webinar format or in the book format and lo and behold sales came in immediately.

And that was before the, these people would have ever heard the offer otherwise. And I’m like another great example of this was when I was working with Mary Morrissey, we were doing a campaign for her where, you know, as a PLF, like product launch formula style campaign, it’s the three videos. And you don’t hear it about an offer until, you know, video four.

That’s the solution. So we’re on video one, run video two, and, you know, we just live in a more instant gratification world these days, so people are consuming differently. So instead of having just those three videos on the page, we had options to transcribe video on transcribed video, two transcribed video three.

So you can actually read the full portion and go along $40,000 came in before anyone would have heard an offer before an offer was even made. Oh, yes, by just by retweaking it a little bit and putting that content in front of someone that wants to consume it differently.

Joel Erway: [00:07:07]

So when you, I want to go back to the Brian Tracy campaign, right? Cause this is, this is a big, this is big. Aha. Okay. So for anyone listening right now, let me ask one question before I kind of. Expand on my thought. Did you tweak when you had that transcribed, right? You said you had a pretty big drop off early on. So people weren’t even seeing the offer. So you had it transcribed.

And did you send that to the entire registration list or did you set it? Just the people who are, who, who jumped off.

Felicia Pagesh: [00:07:37]

Here’s what’s really cool about it is that there’s, there’s two ways to really utilize it. One is to get more sales. From the webinar, one is to get more leads into the webinar funnel. So we, what we did is we first, the first thing we did is we put the option and to download the ebook on the webinar watch page.

So it’s just a very, very subtle, soft sell, like find a soft selling, but a very subtle link that says, click here to download the ebook. So it’s not advertising it because you know that your webinar’s still your poor sales component. You still want people to consume that as possible. It’s now saying, you know, you could put this on the replay page or I would put it on the first run page.

I’m all about putting the offer in front of as many people as possible. But

Joel Erway: [00:08:22]

Yeah, we are going to be best friends. We are going to be best friends, like, like a hundred percent anyway. So you, if you had. Your preference, you would put it immediately like right on the live page.

Yeah.

Felicia Pagesh: [00:08:34]

That, and here’s what else I would do. That’s what we learned from that it’s really cool is to get more leads into the funnel. Right? So if you’re, if you’re an opt in page is, you know, go here for this workshop training, go here for this, whatever it is, right. Free, whatever. Perfect. But, you know, and a lot of people will go in because they’re interested in the topic and you know, the ones that won’t show up, maybe they’re just not consuming that way, but there’s a whole bunch of other people that would love to maybe read about it first.

So you can actually use that ebook or that written piece as an incentive, right on your opt in page. So it would look like, you know, signing, not for this free dah, dah, whatever minute workshop or in your case, you know, mini workshop or whatever it may be. But just by having this little bonus incentive right on your opt in page, it says, plus when you sign up, you’ll get a free, you know, 12 page or 26 page ebook.

It just overcomes any kind of resistance by now offering both of those options because you know that in the followup sequence, you will give them one or the other, or both in some capacity. So just by putting that on the front end, you’re now opening up the funnel to, you know, double or triple the amount of leads just by offering that consumption type to appeal to people on the front end.

Joel Erway: [00:09:49]

So have you seen opt in rates go up when you

Felicia Pagesh: [00:09:54]

100%. And what’s really fun is from there. You can even flip flop it. Because, you know, every everyone’s audience is different. It’s always worth the test. So what we like to do is sometimes we’ll we’ll feature, you know, sign up for the free workshop. Plus at the bottom gets your bonus 26 page ebook. Right. Then we’ll flip flop that sign up for your free 25 page ebook.

Plus when you do get a bonus mini workshop.

Joel Erway: [00:10:23]

So have you seen one outperform the other, or like what’s your preference? I would say.

Felicia Pagesh: [00:10:28]

There is no right answer for any of the individual campaigns I’ve run. I’ve seen some brands respond incredibly well to the ebook first workshop second. But I’ve seen it work totally the opposite way for other ones.

That’s why this is a hundred percent of something to try out as a test. And just to see what the response is like. Yeah. Also, you know, it may open up more leads on the front end, but it may, you know, hinder sales on the backend. So you always want to be cautious of how you’re testing that. And I still always recommend putting the webinars first, once you get someone into the funnel, advertising those things in any variety of ways that it gets more leads into the funnel can only help you later when you’re capitalizing on that through the conversions in the funnel.

Joel Erway: [00:11:12]

This is like one of those things where you just think it’s like, you think people should have already figured this out, like, especially, especially marketers, right? You think that somebody like this would be more mainstream than it is, and it’s like, we’ve already got the content created, why not turn it into a fricking ebook, send it to rev.com like get it transcribed.

Felicia Pagesh: [00:11:32]

That’s exactly what you’re doing. Slap a cover on that bad boy at a table of contents. And what’s really cool about this. What I love so much about these eBooks is. Three weeks, three weeks after your live launch ends or whatever. Um, you know, the sales slow down, obviously you don’t have the urgency, things like that with the ebook, you’re getting sales three weeks later, you’re seeing where the heck are these things coming from?

Oh yeah. I put a one page offer in the back end of my ebook. I put subtle, soft sell links throughout my ebook, and now people are going to an evergreen sales page and buying this product. From an ebook that I totally forgot they had, that was sitting in their inbox that they just decided to look at today.

Joel Erway: [00:12:12]

Wow, man. That’s like, it’s, it’s, it’s kind of, man. I just feel, I feel very, uh, I feel horrible about myself right now, because it’s, it’s one of those things where it’s like, you could get so much more mileage for what you’ve already built.

Felicia Pagesh: [00:12:32]

It costs so much time, money, and resources to create these things that we just, you know, we don’t squeeze enough juice out of those.

Joel Erway: [00:12:41]

Yeah. A hundred percent. So with, so going back to the Brian Tracy campaign, so did you say, um, Would that specific example, like, do you remember, who did you send that to the entire registration list or did you only send that to the people who opt opted? Who, who jumped off early or

Felicia Pagesh: [00:12:57]

For the ebook?

Joel Erway: [00:12:59]

Yeah, because you said that was kind of like a last minute thing, like you saw. Yep. So what segment did you send that to?

Felicia Pagesh: [00:13:06]

Yeah. So what we did is, you know, basically what I do is I create behavior based follow up sequences. So I was not part of the process and basically saying, okay, there’s kind of three different groups here. So the people that opted in and showed up, okay. And then there’s the people, but they didn’t stay long enough to hear the offer.

And there’s the people that opted in, showed up, stayed and heard the offer, but didn’t take the call to action. Then there’s the third group of people that opted in and didn’t show up at all. So in my, you know, there’s kind of this three of an audiences, which means for the first audience that showed up for the offer and just didn’t respond.

You know, I don’t want to send them a webinar again, this is kind of how this started is they’ve already seen this webinar. Clearly. We didn’t do a good enough job to overcome resistance with this group of people. So let’s send them something else maybe that, you know, would be more helpful. So. We actually took that ebook and put that in front of them because we don’t know, you don’t know how much of it, they, you know, they may pet it on the background or whatever it may be, but we don’t want to send them the exact same piece of content.

Let’s just see if we can put it in front of a minute ago. And you know, that’s where we started with that group. Then there’s the group of people that didn’t stay long enough to hear the offer. So those people, we gave them another chance to watch the replay. And on the replay page, we put the option to download the ebook.

Then for the third group of people that just didn’t show up at all, we gave them another opportunity to show up in that group. We did the exact same thing. We put the ebook right on that page. And then from there you’ll either watch it or you won’t, so you may see the ebook or you won’t. So then we would just go straight in the followup sequence from email to ebook.

So it feels like a total different piece of content, but you’re really driving them to the same kind of thing. It’s just, you know, shifting the perception, shifting your purse. I know what content actually is, and it’s just a series of ideas and those can be delivered in a lot of different ways.

Joel Erway: [00:15:01]

Perfect. Yeah. So it’s interesting because the marketer in me is thinking like, okay, if I had a webinar and we had the people drop off super early, I would have been like, crap, the contents off, like Holy crap. Like, so like we have a big issue here. We have a really big issue here. But what you’re saying is not really like, you know, maybe for whatever reason, the presentation or the person who was presenting just wasn’t compelling.

Like you have no idea why they dropped off. It could be timing, you name it, but the content was actually good. Like it was, it was still good enough to convert you just going to switch them over.

Felicia Pagesh: [00:15:40]

That works for the people that, that kind of content works for, which is great because everyone has something that works for them.

And really, so do you, if you have a webinar. Because if you have a webinar, you have eBooks, you have action guides, you have workbooks, it turned those into fillable workbooks. You actually have blog content, which I would use to, you know, the last part of that campaign we would send to the people that just did nothing months later, we would send them to blog posts that were basically just deconstructed versions of the three talking points in our webinar and the people like those and went to those pages.

We opted them back into our newly recoiled webinars sequence to see if we can get their interest that way through just reading a different consumable piece of content.

Joel Erway: [00:16:29]

Let’s let’s break this down even further. Okay. So we talked about the Brian Teresa campaign, like how other, I mean, and you kind of just already touched on it, but like, How else do you start to repurpose it and tie it all into?

I’m assuming this all comes into the same campaign.

Felicia Pagesh: [00:16:42]

New campaign, it’s all secular. Yeah. That’s the great thing about it is you don’t have to create anything new or spend any more money. Everything that we talk about today is something that you can do within the next 24 to 48 hours. And most people take just one of these ideas and it makes a major, major shift.

So some of the other cool things you can do, you know, if you’ve got the webinar, you can transcribe that into an ebook. We talked about that one. The other thing I love to do, and it sounds like you guys do, might actually be doing this already is, you know, these, these micro workshops, which for us is really a deconstructed video sequence.

So what we do is we take the webinar, which of your three main talking points, right? We take that, we add a tip and tail voiceover. To the introduction so that you have three now separate pieces of video content, you had a separate intro, a separate call to action at the end of each of those videos. And now you have three different opportunities to find it an angle.

That’s going to appeal to someone because maybe your webinar, how to do XYZ. Sounds great. But if this person here’s just one of those specifically, that one angle that really interests them, that might be enough to draw them in. Then they want to stay for the next video in the next video. So it’s just another angle to get more people to consume that content by breaking it down into those three video pieces.

Joel Erway: [00:18:00]

So you’ve got the three video pieces and you said this is all part of the same campaign. So is this after the initial campaign, the initial webinar campaign ends? And you are those three workshop videos, are they three separate invites or do they have to opt into the video series? Like, is this, is this a PLF video series or these are three separate or these are just ungated.

Felicia Pagesh: [00:18:21]

You do not want to hinder people from watching your content that want to consume it in whatever way they want to consume it. I would never get it. Basically I would send this to anyone who’s already opted into that sequence, but how I’d also send it to people that haven’t, and, you know, if you want it to put the opt in on the back end of that video and then bring them into the sequence that way, do that as well.

But, you know, If your content in any way, it has a, has the potential to sell to somebody who wants to content and more of it. Stop preventing them from being able to do that. So I would in the, in the sequence, I would have those completely ungated, they’re just content pages with video content, I’d add a little subtle, soft sell link at the bottom.

For more information go here drives to your evergreen sales page. And then simultaneously I would also go to my whole list of people that haven’t opted into this whole thing. And I would say they opted like, watch this great video, just watch this great video. And they go to a page that has the video content.

And then on the back end of that, yeah. You could say, if you want more videos like this, tell me where to send them. And then, you know, it’s just another way to get opt-ins into a different part of this funnel. And then you can even rearrange that around so that after those three part videos for the new people that just opted in pop of webinar in the backend.

Joel Erway: [00:19:42] Perfect. So what I’m understanding correctly is this webinar is really a live launch webinar. Once it ends, then you turn it into an evergreen sales page. Right. And you’ve got all the contacts

Felicia Pagesh: [00:19:56]

I have two in my pocket waiting, I have my live launch page for the live launch. That’s happening with my bonuses, my urgency, whatever gets removed whenever the launch ends.

At the same time I have my standalone evergreen sales page. That is just whatever the price is that I want this product to be. I don’t have it published on my website, but I have it ready for any of the people who buy before the offers made in a live launch. I haven’t ready for anyone that reads my eBooks that I had transcribed.

And anybody else that just sees a link and is curious, wants to click it and might buy that product. So they’re not feeling duped by, you know, not getting the bonus stuff because they’re never seen it. As soon as they buy from this evergreen page, they’re going to be suppressed from this campaign.

They’re going to get their deliverables and they’re going to be extremely happy.

Joel Erway: [00:20:45]

Awesome. So what’s interesting is this secondary campaign of all the repurposing it’s completely evergreen mean? There was no, there was no time deadlines on all of it and any, any of it. Right? This is truly just like it’s.

Whenever they’re ready to buy. Like there’s, there’s that opportunity. So do you ever include any urgency in that kind of second helping campaign? The repurposing campaign?

Felicia Pagesh: [00:21:09]

Yeah. I mean a hundred percent basically, you know, if you put these people into, you know, if you, if you’ve got your live launch webinar, you’re doing everything you can to get those people to watch it.

Right. But if they’re not going to anyway, the evergreen thing is what’s going to be your catch all forever. So you can do a lot of things with you know, full disclosure, by the way is always what has worked best for me, not pretending like it’s live. If it’s evergreen, whatever’s on demand is on demand.

People don’t like to feel like they’re being duped. Well also I feel like in some cases, urgency makes sense. In other cases, it’s not necessary. So for those things, you can do a lot of fast action bonuses. It’s just that you cookie it to the countdown timer that applies to when they see that page. And when they set that up, you could definitely do things like that where you are providing extra value for someone that takes action right away, or, you know, you can also have a countdown timer that removes something.

Whenever, you know, the countdown timer goes away. So rather than giving a bonus, it’s saying. This is what you were going to get for this price, but if you don’t buy it within the next amount of time, then you’re not getting this part of it. So it makes it yeah. Easy for you really when you’re, when you’re doing it in an evergreen format to add and remove things that are still urgent makes sense.

Without them actually being, you know, in the, in the launch sense, urgent.

Joel Erway: [00:22:30]

So if somebody gets your ebook in the middle of that, and I think I’m getting too deep in the weeds here, and I hate doing this. So if this sounds too technical, then we can move on. But the ebook that you send inside of your initial webinar launch campaign, you said that links to your evergreen sales page?

Felicia Pagesh: [00:22:47]

That always links to the evergreen sales page, because you don’t want to get someone who, you know, sees a live link from the launch and then reads that ebook later and then feels duped by it.

So that’s why as soon as I do a launch, I always have my secondary evergreen offer page and campaign ready to go. Cause it’s, it’s basically just, you’re here launch page, but you’re removing some things or you’re changing some of the urgency so that it’s standalone. So it’s a duplication of that with some small modifications, super easy.

And it’s super easy to do if you just remember to do it at the same time.

Joel Erway: [00:23:23]

And so if somebody buys that during the launch, they ever say, Oh, I wanted the bonuses or I went to the wrong link, and then you just, you just give them access or

Felicia Pagesh: [00:23:32]

In the bonuses, you always honor, you know, what, what your commitment is in you ultimately wanted them to have that anyway. Right. Just that they saw in a different way. So of course.

Joel Erway: [00:23:41]

Cool. All right. So let’s talk about those three workshop videos. Do those have to be rerecorded separately? Are you just taking them from the webinar?

Felicia Pagesh: [00:23:49]

So here’s, what’s super cool about that is if, if it’s done in a way where you’re going through three talking points in a webinar, which is your typical structure, then with your webinar content, I mean, with your, with your video workshop content, all you’re doing is you are recording a, an audio voiceover introduction.

Hey, this is Felicia today. I want to talk to you guys about something really important. It’s how to repurpose your content for webinars specifically. Okay. And then that’s it. And then you edit that, just pop it over a slide that comes at the beginning of the video. Then you attach the content for the topic of the webinar.

Make sure you remove anything that was time sensitive in that time. And then you just put an end call to action. You record an audio. End call to action. Thanks so much for watching. If you really like this, go to this page for more information, you can get all the details here and that’s it. And then under that little video is a soft sell link that goes right to your evergreen page.

Joel Erway: [00:24:46]

So you can literally use the exact same webinar content. Like you don’t have to rerecord it. It’s the exact same content they pulled from the webinar. Are you just putting the pre roll and they, and you know, the bumper, the bumper content, right?

Felicia Pagesh: [00:24:57]

Tip and tail on it. And now you have a whole standalone piece of content that could use in, like I said, any number of ways, not just a video, but any number of ways.

Joel Erway: [00:25:08]

So on your whiteboard behind you, for anyone who’s watching the video of this, you’ve got kind of, I think this is this whole thing mapped out, right? And so we talked about the ebook. We talked about the three workshop videos you’ve mentioned audio.

What is your favorite one that, what is your favorite type of repurposed content that you get from a webinar that it seems to make a really big impact.

Felicia Pagesh: [00:25:28]

Yeah, for me, it’s, it’s the double usage of the ebook transcription on the download page. I mean, on the workshop watch page, but also the usage of that on the opt in page to incentivize, because you could literally double your sales and your leads with that one thing.

I’ve seen it happen across multiple different companies in different industries. Just by doing those two things. It’s and it’s simple stuff, right? It’s it’s just an adding an incentive. It’s not going to hurt anything to put that on your opt in page. It’s just not going to hurt anything. It’s just another thing.

Oh, well, okay. Yeah, sure. I get two of these things. Great. And you know, and then you’re giving yourself a forever opportunity to get a sale from the person that three weeks from now, that’s that email off the shelf and decides to read your book and then, you know, goes and buys.

Joel Erway: [00:26:19]

It’s amazing. So the ebook is really kinda the one that you’ve seen make the biggest immediate impact. It’s so simple to do so simple to do.

Felicia Pagesh: [00:26:27]

You already had the next thing you could do. The next thing is with those, if you decided to deconstruct it into the video series, what I’ve seen work really, really well is to take those individual topics that you have transcribed. And instead of turning them into disguise, you can actually turn them into fillable PDFs.

So it then becomes like a, it becomes like a workshop series where you’re talking about something in a video and, you know, in your webinar you might be addressing things like ask yourself, what’s the number one thing you could do to XYZ, right? You’re like working through a process sometimes. So instead of just transcribing those three content pieces, you could actually make those fillable.

Ask some questions and let them work through each of those pieces of content. So then they really become invested in consuming your content because it’s not only something that they can just read or look at. They’re actually utilizing it to, you know, to make changes in their business, which also hooks them into wanting to stay for videos two and videos three, because they’re kind of building an action plan.

So we call it it’s action guides or a workbook that goes along with your workshop training. And that makes it a whole different level of perceived value.

Joel Erway: [00:27:42]

That’s awesome. I mean, you could, you could even build out an entire micro site, like now that I think about this, like you’d have three. Compelling blog posts at least three compelling blog posts.

You can pull from this webinar. You can have worksheets, you can have videos, you can have your webinar and you have your sales pages. Like you could create an entire micro site with content, like ready to rock and roll just from one.

Felicia Pagesh: [00:28:10]

Not only that did you already have. You’ve already got all this stuff. It takes literally 24 to 48 hours.

Everyone that I, when I do this presentation live, there’s always someone that will reach out to me a day or two later and say, just by changing this one little thing, I had this done overnight after I’ve watched this and I got 10K from just making that little, like the stuff is so simple, it’s just not obvious.

And it’s so easy to do, which is what I love. It. Doesn’t like everything I do is based on speed and impact. And so this is both of those things and it’s my favorite way to rework stuff. The other thing is, Oh, yeah. So there’s some other stuff that you get as well with this, basically, there are people who, for whatever reason, one on watch this, but they’re not in a place where they can watch it.

They want to read it, but maybe they’re not in a place where they can read it. Also trans I also have all of them, my MP4s turned into MP3s. And so after I put the video in front of them, after I put the ebook or the transcript in front of them, the next thing I do is say, Hey, Free download, listen to it in your car to get anywhere you want to go put it on your, you know, whatever, whatever it may be.

And then the only change you make there is you create an audible call to action with a really easy to remember link. Like, so just go to, you know, activate branding forward slash book or whatever. It may be something that they can audibly remember, because if they’re driving or something like that, you want that URL to.

It’d be something they can easily go to, but I’ve had, you know, a lot of people take sales from listening to this, on their commute, home, this webinar, you know, it’s not the same as a podcast, but it’s similar. And it’s similar in that there’s, you know, it’s content that people are interested in consuming in a way that works for them.

Joel Erway: [00:30:02]

Man, I feel like such an ashamed of marketer, cause I don’t do any of this stuff and I like number one, we already have the, like, this is, what’s sad. We already have my webinar that we’ve got running. That’s doing very, very well. It’s already transcribed and we’ve just done nothing with it. So it’s like, okay, I’ll get my content team to actually slap a design on it.

Do you go through the entire offer, like with the transcripts at the end or did you, do you condense it onto, like, how do you design these books? I mean, is it literally like once you’re growing? Cause your offer can be sometimes 45 minutes, long, 30 to 45 minutes long. I mean, Do you cover all that stuff? Or do you cut some of that?

Felicia Pagesh: [00:30:42]

No. So basically what I’ll do is well there’s two ways you could do it. I’ve done it both ways. And it also depends on your price point too. I mean, if you’re selling like a $3,000 program or something, you’re going to need a little more convincing, so it may be something where you give, you know, just the transformational benefits of your offer and then you drive them to, you know, an offer page with more detail.

But what I like to do is, is just basically say, you know, if this is the end of the content, if this was of interest to you, I had this amazing thing that you might like it’s benefit, benefit, benefit benefits a couple of paragraphs about why, and it’s a really short form offer page. And I’m simultaneously within the copy, wherever it makes sense in the copy.

I like to hyperlink certain lines of text. Yes. That are called to action type texts. Like if you really, like, we want to learn more about how to engage X I’ll just hyperlink that stuff. So not to be aggressive about it but I’ve also been aggressive about it and put in banner ads, ads, or things like that too.

I mean, it, again, it’s not about, you know, people are so afraid to. Put themselves out there and to kind of ask for the sale, but you’re hindering so many people that want what you have to offer by being subtle all the time.

Joel Erway: [00:31:55]

Yep. A hundred percent man. So we covered a lot of stuff. Right? We talked about your ebook repurposing for the webinar. We talked about possibly turning this into a microsite, which you could do. You talked about three workshop videos. You can turn those into blogs.

The biggest aha for me is. I don’t have an evergreen sales page and it just doesn’t make any freaking sense. Why I don’t have one.

Felicia Pagesh: [00:32:24]

How long would it take you to build it from your current?

Joel Erway: [00:32:26]

I’d clone, I’d clone the existing one and just have it, have it hosted on a different URL. I would remove some of the bonuses that are that’s actually the reason why I didn’t have an evergreen one is because of my fast action. Fast action bonuses are time sensitive bonuses and. I’ll just take those out and I’ll remove it.

So that stays legitimate and have, you know, the, the everyday price or whatever the price is going to be for the evergreen one without those bonuses.

Felicia Pagesh: [00:32:55]

Or think about, you know, what other, do you have any other digital bonuses that, you know, can be fulfilled differently or, you know, that are, that are still high value, but don’t require, you know, physical commitment or things like that. Like everyone has those.

Joel Erway: [00:33:11]

Yeah just changing the bonuses around to make it, to make it more appealing. I can’t believe I’ve never had an evergreen sales page that just kicks me. That kills me right now. Like I’ve had people say, can you hold, can you change the timer? You know, I’ll, I’ll get the money in a little bit.

And it’s like, and I would always say no, like it’s, it’s connected to my deadline funnel. I’m exactly like you, like, I, you have to maintain your brand reputation brand is huge for me. And. But, and that’s why I never had an evergreen sales page, which is just stupid. It’s just so it’s just dumb.

It’s so simple, poor business, poor business. But so we talked about, you know, having your, your two sales pages, we talked about turning your videos into workshop PDs, which I love and this all started with your, your first, I don’t know if it was your first client, but the first time you use this one, Brian Tracy’s and what, what were the results for that?

So you said you had, you had the, um, I want to go back to that. I keep going back to this and I feel like I’m, I’m going place as an interviewer, but this gets me really, really excited. But how did you know that that was a big win? Like, what were the sales like once you sent that PDF? Like you notice a drop off, but yeah.

Felicia Pagesh: [00:34:22]

Well, that was 10 years ago. So I’ll be honest. I don’t remember. But what I do know is is that it was an immediate win because we were getting sales right away that, you know, beforehand, it would take, you know, you, you opt in, you wait a day or two, you have your, you know, your whole process to get to where you need to be.

See, but with this, as soon as we made the change, sales came in consistent. So, I mean was 10 years ago. I don’t know. I don’t even remember, but we just know that it was a win because before we didn’t have it, and then we had it and then we made money with it. So that’s the easiest way. It will be a win. If you give more people that are interested in opportunity to buy from you, that’s going to guarantee be a win.

But the real winner I think, was with, you know, with the Mary Morrissey campaign, whenever, you know, we didn’t make an offer until video four. But on video too, we already had, you know, 40,000 yeah. In the bank. So it’s yeah. I mean, it’s just, it’s certainly something that I recommend everyone try because you know, your content is so good already.

So it’s, it’s something that you’ve invested so much in. So squeezed the juice out of it and put it in front of people in other ways, or people like me who were to type a, to ever watch your webinar, no matter how good it is.

Joel Erway: [00:35:38]

Well, so you’re gonna like this Felicia. So I have the saying called MTD, which is make the dang offer.

It’s like the whole motto of what we do with many webinars. And like the first thing that somebody sees is our offer. It’s not free training. It’s not free content. Like we want the promise and we make it in the ad. It’s not even like once they get to the content, it’s the ad makes our promise, makes our offer.

So we get those people, raise their hand, say they’re interested. And they come through and they’re buying five, 10, $15,000 offers and

Felicia Pagesh: [00:36:08]

them to know that they are going to be sold to. So there’s no resistance around that. It’s like, I’m interested in this. What do you got? I hope I get targeted with your ads cause I’m interested.

Joel Erway: [00:36:17]

Yup. Yup. So, uh, We are on the same wavelength because I, I, you know, running the webinar agency, we, you know, we’ve seen so much drop off and like, you build this massive machine, right? Like, how do you get your, how do you get the most bang for your buck with, uh, with these webinars? And I just am very ashamed that I haven’t done that with any of my clients we did do.

I will say we did do one ebook for one client. But it didn’t go to an evergreen page. It went. You know, it went straight to the countdown timer. And so that link was gonna be dead. Like it was so we really can’t justify if it, if it worked or not. But man, fantastic stuff. Is there anything that we left out that you wanted to make sure that we, we talked about it

Felicia Pagesh: [00:37:07]

Just one more thing and it’s along the lines of squeezing the juice with repurposing. When you guys do your webinars, how do you address or like at what point do you address, resistance.

Joel Erway: [00:37:20]

Maybe be more specific. So like what type of resistance?

Felicia Pagesh: [00:37:22]

Yeah. So like basically, you know, someone, I don’t know what your campaign sequence looks like, but you, you asked them to watch the webinar, they watched the webinar, they still didn’t buy from you.

What do you do to kind of, do you send emails to like overcome price objections, or do you do videos on that? Or how do you.

Joel Erway: [00:37:40]

Normally it will be emails just for ease of use. If we’re building this out for a client, you know, the main video asset that we’re creating for them is the webinar. And then all of their objections will be handled through email or on a sale or on a sales page?

Felicia Pagesh: [00:37:54]

Yeah. Yeah. I was going to say, because there’s a lot of people who, with their webinars we’ll do a Facebook live Q and A’s or we’ll do some sort of like live interaction with their group. And a lot of times, you know, the questions they get popped up in chat during a webinar or whatever, it may be are questions that are specifically, you know, perfect for overcoming objections to the sale.

Right. So a lot of times we’re answering questions that say, No, no. Surely in fact, you know, while you should buy it because X, Y, Z, and you’ll find that those are a lot of the same questions over and over, right. It’s kind of redundant. So what I do is I take those anytime. It’s a lot Q and a, or any part of my webinar where I’m addressing people.

I transcribed that, and that’s what I use to create my FAQ or price resistance emails that go into the campaign. So I’m basically answering and overcoming the same objections. That the most people had just, you know, earlier on and it gives you an opportunity to directly like snap that, you know.
Joel Erway: [00:38:54]

When you say earlier on like, does that, I was assuming that’s still went in your followup sequence or what do you, what do you mean earlier on.

Felicia Pagesh: [00:39:02]

So with the webinars sequence, you know, there may be portions of that, where you do some, some sort of live interaction. You may have a live chat on there where you’ll directly address questions and answer those questions. Or you may do some Facebook live outside of that during the promotional bays where you’re taking people’s questions.

And a lot of those questions are, you know, price resistance questions, or buyer hesitations, for other reasons. But you know what all of those things are because you’re already prepared for that, which is why, you know, you’re at the point. When I’m watching it. So I take whatever those questions are that I get just earlier in the live part of my campaign, when I address those questions, whether it’s in my webinar or whether it’s on a Facebook live or whatever it may be, I specifically transcribe those portions.

And then that’s what I’ll use to create the emails that I put into my followup sequence to overcome price objections. So just like you said, that you have those emails in the autoresponder that say. You know, here’s some commonly asked questions or here’s some FAQ or whatever it may be. I actually generate those instead of writing them or having copywriter write on them.

I generate those from exactly what the people told me that their concerns were just earlier in this campaign. And I use that as the FAQ that I put into that campaign. So it’s repurposing that exact content to respond directly to the people that have those questions.

Joel Erway: [00:40:21]

Perfect. Felicia, man, this was awesome stuff. This is awesome stuff. This has never been talked about on our podcast. If you’re doing 120 episodes, we’ve never talked about repurposing. We always talk about traffic strategies or conversion strategies, which this is technically conversion strategies. But I mean, this is like taking your webinar and running an extra 100 miles with it.

Right? If your webinars took you 10 miles, it’s going to take you a hundred miles, which is fantastic stuff. I mean, I’m really, really ashamed that I have to admit. I don’t have an evergreen sales page for my core product. And that I think is the biggest shameful admission that I have on this, on this entire conversation.

I mean, tons of great content you’ve talked about, but it’s like, man, why don’t I like, I keep, I just keep sending them back to the webinar, go to the webinar. I’d like in the back of my mind, like, I know that’s not efficient, but I’m like, I don’t want to sell it again with the same bonuses in anyway.

Felicia Pagesh: [00:41:19]

Want to recreate this. I don’t want to have to it’s a lot. Yeah, exactly. And that’s why I love this so much because you don’t need you. It’s just a lot of like one to kick yourself or stuff that, you know, it seems obvious, but then you really don’t want to kick yourself because it only takes 24 or 48 hours. To actually make that change and then you’ll be like the happiest person ever.

Is it a pretty common response, but it’s, um, that’s why I love this so much is because we’re busy, especially a lot of us that are solopreneurs or, you know, I have a lot of other stuff going on the easiest way for you to take what you have and just make, you know, more money, generate more leads with it, without it being the biggest headache in the entire world.

Joel Erway: [00:41:59]

Where can we check your stuff out? So let’s drop some links. Let’s send people your way because you obviously have very, very great content. Where can we find you?

Felicia Pagesh: [00:42:07]

So if you go to activatebranding.com, uh, you can check there’s a free resource section on there where I have some really great strategy guides for building out your campaign, but also there’s a presentation on there where I gave this speech.

It shows you the exact examples of how I would utilize a video first versus ebook. Second on the opt in page model, I’ll show you exactly where I put things in terms of what the ebook looks like, where the soft selling scope, examples of banner ads and all that stuff. There’s a presentation on that there.

And there’s also some other checklists and things like that.

Joel Erway: [00:42:42]

Very cool. We’ll make sure to include that in the show notes, Felicia, this has been a 10 out of 10 conversation. I appreciate you bringing your knowledge, your expertise, sharing it with my audience. If you liked this episode, if you like this conversation, please go check out Felicia’s site.

We’re gonna include the link down in the show notes below. Give her a shout out, let her know that you heard her on Sold With Webinars. Tell her that you love her and tell you to love this content because it was really, really world-class and we’ll see you all in the next episode. Thanks for tuning in.

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