Webinar expert Amanda Goldman-Petri walks us step-by-step through the webinar marketing process she uses to convert cold Facebook leads into profitable customers on autopilot. If you are looking for a consistent, reliable way to sell higher ticket products faster then you MUST listen to this interview.
- To take Amanda’s quiz and find out what kind of help she can provide: marketlikeanerd.com/quiz
Amanda’s software recommendations:
Transcription Episode 84: How To Use Automated Webinars To Convert Cold Facebook Traffic Into Profitable Customers In 60 Minutes.
Today, we’re going to be talking about webinars and webinar tips and how to start leveraging, frankly, one of my favorite tools for growing your digital business.
Our guest today/webinar expert is the founder of marketlikeanerd.com – I love that brand – and is an internationally renowned work smarter, not harder, which I also love, online marketing coach for entrepreneurs who want to maximize profits and minimize amount of time they put in which I know that’s a lot of our listeners.
She’s overcome some hurdles in her life including coming from poverty, child abuse, rape, teen pregnancy and near death. Despite that, she was able to persevere, and she created her first $10,000 a month within four months online at the age of 22 and then generated over 150K in her next business within four months at the age of 23.
Her first Market Like A Nerd launch, she generated $120,000 in 90 days. I think the numbers speak for themselves.
Her clients’ numbers speak for themselves as well. She’s helped clients turn $700 into $100K using Facebook ads, $300 into $16K using webinars. She sold out coaching programs in 90 days. I think she’s got a lot of wisdom to share with us today. She’s been featured in huge media outlets, ABC, CBS, NBC, Fox, the list goes on.
Guys, without further ado, I’m really excited and honored to be able to welcome Amanda Goldman-Petri to the show today.
Amanda, thank you so much for being here to share your webinar tips.
I became a type A overachieving nerd who really believed that working hard and hustling was going to make me successful. I was successful by society’s standards. I got into a top 15 university in the entire world. I was valedictorian of every school I ever went to.
When I got to that university, Johns Hopkins, I was like, “Awesome. Now, I’m going to be successful and be able to create a different life for myself.” Well, it didn’t really work out that way.
When I was 18, well, 17, I walked out of the dentist office. I had just gotten my braces off, and I was about to go back home to have one last hurrah with some of my friends before we went off to college. While I was walking across the street, there was an 80-year-old man driving his minivan going 50 miles an hour and he hit me.
He collided with my leg. My head shattered his windshield and then he finally realized he hit me. He slammed on his breaks but my body flew into the intersection. My head was about a foot away from being crushed by a passing 18-wheeler.
That was the moment that changed it all. That was when I realized, crap, I’m mortal. I’m going to die eventually. I lived this time. If I had died, I would have spent so much of my short life not really being happy. I would have been doing everything that was expected of me by society. I didn’t have a childhood. I didn’t really enjoy myself.
That’s when I started going on this journey to figure out what’s going to make me happy, what’s going to make my life meaningful.
Long story short because I had to … It was a lot of trial and error. I found marketing. When I found marketing, it was like … You know when you hear those stories about when you meet your lover, and your eyes meet, and it was like love at first sight? That’s what marketing was like for me.
I fell in love. I quit grad school. I quit all of my jobs. I went out at the age of 21, started my first business. It was rough. First one, not so hot. The second one is when I got it. Again, like you said, four months, I had hit my first $10,000 a month at the age of 22 and I’ve learned lots of webinar tips and tricks and had bigger and bigger successes and faster and faster time frames since then.
Now, I’m really focusing on the next stage of my journey, scaling the business to multi-millions.
I think you’d agree that it’s not all roses. There’s some challenges along the way. I think it’s a really inspiring story. One of the things that fascinates me, you didn’t end going … Did you go to university, grad?
I discovered there’s a system. There’s a three-step system that you use to make money online. Everything you see out there that people are teaching you falls into one of these three steps of the system. The system is attract, nurture, convert.
The first step is you have to attract leads into your business, get people to become aware of who you are. Typically this means they’re on your mailing list or they’re in your Facebook group. They’re on some type of list where you can market to them later. You’ve attracted the lead into your business. They know who you are.
The next step is you have to nurture the relationship because it’s not enough for them to know who you are; they have to actually like who you are and trust you enough to buy from you. You nurture the relationship. Once they’re at that stage where they’re not just members of your community, but they’re evangelist for your brand, that’s when you put an offer in front of them and that’s when stage three comes, which is convert. You convert them from an evangelist into a paying client.
Everything that you see out there falls into one of these three categories. When people talk about list building, that’s the attraction system. When they talk about telesummits, that’s the attraction system. When we talk about Facebook groups and social media, that’s your nurture system. When they talk about sales, that’s your conversion system. It all falls into one of these three.
The reason I love webinars and have learned so many tips for webinars is because it actually does all three of these at once. It makes the sales process incredibly fast, plus they’re automatable. When I talk about scaling a business, I always say, “You need three things. You need leverage, automation, delegation.”
On a webinar, with the right webinar tips, you can sell a leveraged offer. You can automate the entire process, and you can delegate the process of sending ads to the webinar. It’s incredibly scalable. Webinars, you build your list. That’s your attraction system by sending Facebook ads to the webinar. That’s how you mail the first step, the attraction system.
While they’re on the webinar, you’re giving them so much value. You nurture the relationship. Then, at the end of the webinar, you pitch something and they buy. That’s the conversion. It’s a really fast way to go through the process. It’s why it’s totally worth learning tips for webinars.
When I’m running it live, I try to do a mixture of free, paid and affiliate traffic. When it’s automated, I usually just let the Facebook ads do the work.
One of them, for example, is Discover How I Repeatedly Welcome 50 New Ideal Clients Every 90 Days And The 3 Leverage Launch Strategies You Can Use To Do It Too. It’s really, really long but that can’t all fit on the ad. The text on the ad image is 50 Clients in 90 Days, Yes. Something like that. That’s the image.
Then the copy, I actually usually write at least the positioning of the copy myself or the idea of it and then I give it to my ads manager to go and finish. Normally, what I’m doing is I’m breaking down each webinar or offer into a couple different angles or positions.
For example, we just launched a new funnel going to a video program. With the video program, there’s a few benefits of it. You’re going to increase your confidence, not just on camera, but in your business in general. You’re going to be able to increase your impact. You’re going to be able to really stake your claim as an authority and you’re going to be able to increase your income.
Those are four different benefits of this webinar and this offer. I actually created an ad for each messaging. Then I put it out there to see which message is going to resonate best. That way, when I’m tweaking my funnel later on, I can make sure to really laser in on the message that converts the best.
I just want to go back to one other point that you brought up here, and that is it takes time to make this work. Everybody listening, let that sink in. I’ve seen too many people put up a ad, drive to a page and go, “It didn’t work. That sucks. I give up.”
Back to Facebook. Now, let’s shift to webinar tips for landing page for webinars. You create these ads. You got the crazy clothing. Just a side note, another thing to point out there is very compelling, clear benefits that you’re putting into your ads. 50 clients, 50 days, yes, right? Your images are loud, bold and standout, right? They’re a little wacky.
Guys listening, when you’re creating your Facebook ads, that’s what works. If you’re just-
The reason why I do this is I’ve actually tested this a whole lot, and I’ve noticed if I send my warm traffic to a page that had a ton of text and persuasive copy, it actually only converted at standard. Industry standard is 20% of the people who go to the page will opt in.
For a warm audience, I think that’s really low. I aim a lot higher. I want 40, 50, 60% of people who know me opting into my stuff. I actually took away a lot of the copy. I noticed if my page just had a picture of me, the headline and a countdown timer, if they knew me, that’s all they needed. They are just going to opt in from there. It’s 40 to 70% of people are opting in to those warm pages.
If I sent cold traffic, people who didn’t know me to that type of page, it bombed because it wasn’t enough information. They didn’t know me. My face doesn’t matter to them. I created a different page with more persuasive copy.
I have my headshot on there to start that facial recognition from there, but it’s not at all the focus of it for people who don’t know me. The focus of the page is persuasive copy so it’s usually the headline, a button, three bullet points of benefits for what they’re going to get out of the webinar, a warning about what my capacity is for the software for the webinar and then another button. The cold one has a little bit more copy.
I use both of those when it’s the live webinar because I’m usually promoting with my email list and affiliate traffic with the live webinars. Once it’s automated, I’m usually just using the cold landing page because I’m just sending cold traffic from Facebook ads.
That was a really powerful tip there that you gave. I love conversion strategies like that. It’s why I love these interviews. I went, “That’s brilliant.” The countdown timer, the headline, the picture of you for warm leads converts more than the sales stuff. Guys, everybody listening, that caused Amanda a lot of money to discover. You just got that for free. Amanda, thank you. That’s amazing.
Now, let’s move down the process and delve into more webinar tips. Somebody comes. They’ve now signed up for your webinar. Let’s say, you have two. You have the live and then you have your automated. Now, let’s talk automated. It happens every hour, correct?
Then for people who show up who opt in anytime before five minutes before the webinar starts, if it starts at three and they opt in at 2:40, wait, 2:54, then they’re going to get one more at the five minute mark. It’s just a really quick one because I don’t want them reading. I want them heading over. It’s a really, really quick one just with the dial-in information or the link that they can join and it sends them to the webinar.
If you just placed a completely replayed version of the live one, you’re going to be answering questions to people who aren’t actually asking questions. In the live version, you’re asking questions or you’re answering questions. You’re going to be communicating back and forth with people. You’re going to be telling people to ask questions.
If you place just the replay of that in an automated way, people are going to feel deceived because they’re like, “People aren’t actually live asking these questions.” What I did is every time I do a webinar live and I see that it’s converted, I actually re-record it on my computer, and I take out anything that could be misconstrued as me potentially answering people’s questions, anything like that.
If I ask an engagement question, I’ll just say, “Put it in the chat box.” Then I’ll say, “Typically, when I ask this question, people are saying blank.” I’ll just summarize what my answer would be if people asked. When they’re watching my automated webinars, they’re actually not really asking questions which is good. I don’t want people asking questions on an automated webinar and me not answering.
Give us some webinar tips on what this webinar structure looks like, length, how you’re building credibility, content versus selling.
I don’t do that on my webinars. I just say, “All right. I really want to honor your time. I said we’re going to start at three, we’re going to start right at three. Let’s dive in.” On each slide, maybe for not even a minute, I have about a 120 to 180 slides for every single webinar and it’s only 60 minutes, so I’m going through them very, very quickly which keeps the visual interest.
Then a lot of people also go on and on and on about who they are and their own story. I only have three slides about me. I weave them into the story so that it’s almost like it’s a part of the content. It’s a teaching point. This that you’re about to learn is what allowed for me to boom, boom, boom. Then I give three points about successes I’ve had in my business or my life as a result of this.
It’s more like it’s part of a story. I’m not saying, “Who am I and why you should listen to me.” That’s boring.
Then the other thing that I do that I don’t know that I’ve seen anyone else do this. I’m not sure. I get people to give me a promise in the beginning that keeps them until the end.
A lot of webinar gurus will talk about webinar tips for having a stick strategy, something that gets them to stick until the end. You will say, “Hey, if you stick with me until the end, I’ll give you this gift.”
One of the things I realize is if I do that, it detracts from the pitch at the end because people are like, “I got this free thing. I don’t need the paid thing.” I tried the normal guru stick strategy and it didn’t really work.
What I do now is I get people to make a promise, and they have to fulfill the promise at the end of the webinar. I actually say, “Can you pinky promise me this? Go ahead and say yes or no in the chat box.” They’ll say yes. They just made me a promise. They’re not going to break their promise. They’re going to stick around to the end now.
A great example of this would be in my 50 Clients in 90 Days webinar. I say, “After I walk you through these three launch strategies, I need you to pinky promise me that you’re going to choose one strategy to focus on for the next 90 days in an effort to get 50 clients. You don’t need to choose the strategy now. You haven’t even learned them yet. After you learn the three strategies, promise me you’re going to choose one and focus on it for 90 days. Go ahead and say yes or no in the chat box. The faster that you answer, the faster we can move on.”
One of the webinar tips I’ve learned is I design my webinars to provide a transformation. What I found provides a transformation on a webinar is really honestly just getting people to make a decision. You get people to make one decision on their webinar and that’s incredibly transformational because most webinars just give info.
What I do is I actually only give one little how. That’s it. I talk about what the step is, why it’s really important, what the pros and cons are like the bad stuff, the good stuff. I give one tiny, little how like how you can implement this step and that’s really it.
Then at the end, I get people to make a decision, which is usually what the promise is. Remember when I gave the example you have to choose one to focus on for 90 days? That’s me getting them to make a decision by the end of the webinar. I’m giving them only the information that they need to be able to make that decision.
If the decision is I want to use launch strategy number one to grow my business, awesome. I’ve got an offer for that. If the decision is in alignment with my offer, they keep listening to the pitch.
I essentially walk people through what the features are for … Well, actually first I do the benefit. First I say, “Here’s the offer and here’s the desired outcome for it.” I always have an explicitly stated, clear desired outcome for all of my offers. Here’s what we’re working towards in this offer.
Then I’ll say, “That’s what’s really important but I know that some people like to know what you’re going to get, so here are the vessels by which I’m going to bestow that outcome onto you.”
Then when I list out all of the stuff that they get, the calls, the Facebook group, the modules and all of that – I’ll list all of that out – then I’ll say, “Here’s what the value of it is.” I always do this very differently.
To most people, I say, “The value of this is based on the real results me and my clients have achieved from this, so I legit had clients make this amount of money using this. That’s what the value is because I’ve tested and proven that’s what this creates. Here’s what the usual investment is and that’s what I sold it for in the past. Here’s what the investment is today.” That’s usually a webinar special.
Then I’ll go through objections. One of the objections is usually money. This is another thing I do that’s very, very different. I’d actually never seen anyone else do this before. I’ll say, “If money is a concern, here’s another option for you.” I’ll give a payment plan option. Here’s what I do differently. My payment plans have no financing fees.
You know how people will tack on an extra amount and you end up paying extra because you’re choosing a payment plan?
When you go to the page, I know you just visited the page at this time. It’s going to start counting down. If you pass 48 hours, the page redirects somewhere else. I usually redirect them either to a sales page with what I said the usual investment is or to a page that says, “Sorry. You’re out of time. Click over here to join my Facebook group,” or to a downsell. I’ll say, “I’m sorry. You’re out of time. You missed this offer but here’s a different one so you don’t leave empty-handed.”
Actually, my business is very atypical in that I completely rebel against the idea that you can only teach one type of entrepreneur. I know that there is wealth pyramid. There’s a ladder of stages of business where some people are in debt. Some people are not in debt but they’re broke. Some people are looking to scale, et cetera.
I actually have an offer for every single stage of business. I have price points as low as a $197. Even that one makes profit on the front end. You would think I would break-even but no, no, I make profit on that one.
I’ve got a bunch done at $297. I found that that’s a pretty good price point for some entry-level buyers. Then you upsell them from there into higher ticket offers. Then $497, $997.
If I want to get over that … Technically, you can sell anything up to $2-3,000 on a webinar. Personally, if I’m going to sell over $997 – I don’t know why that was so hard for me to get out – I am just sending people into a phone call. Then they’re getting on the phone and then I’m selling to them from there.
I assume that’s exactly what you’re experiencing.
That was just a huge fast track for people that are either doing webinars or thinking about doing webinars and looking for webinar tips.
Now, before we wrap up, where can our listeners find out more about you? Where can they sign up for these webinars and connect with you?
If you go to marketlikeanerd.com/quiz, all you have to do is put in your name, your email address and then just tell me what stage of business you’re in. If you don’t know, it’s okay. I’ll give you descriptions on that page, and you just pick the one that sounds most appropriate for you.
After you press submit, I will actually email you what I believe is the most appropriate action step for you to take based on your stage of business and a webinar on demand that makes sense for you from there.
If this is your first episode, you’re not subscribed to the podcast, go to iTunes. Click subscribe. If you like what you heard, leave me a review. Leave me a rating. Guys, I love that. That gives me the fuel to keep going and making this the best podcast possible. If you’re not an Apple user, you’ll find us on SoundCloud or now in the Google Play Store as well.
Now, it’s time to take all these webinar tips and tricks and strategies that you’ve learned here today and apply that ingredient that is essential to actually making this work. That ingredient is action.
Go forth. Take action. Apply what you’ve learned and stay tuned for more info-packed episodes of the Project Ignite Podcast.
This is your host, Derek Gehl, signing off.