The Webinar Agency

How to Create Urgency and Scarcity Using Deadlines w/ Jack Born | #014

SWW 14 | Create Urgency And Scarcity Using Deadlines

 

SWW 14 | Create Urgency And Scarcity Using Deadlines

 

Email marketing is powerful, and when you add scarcity on top of it, the results are phenomenal. Jack Born of Deadline Funnel talks about the importance of creating urgency and scarcity to get more people to respond to an offer. Jack says there are a lot of reasons why people procrastinate and wait until the last minute. He’s tried different approaches and found that what works best is a combination of deadlines. Learn how you can create urgency and scarcity using deadlines and how you can implement these in online marketing to increase results.

Listen to the podcast here:

How To Create Urgency And Scarcity Using Deadlines with Jack Born

I’m excited about having our guest on the show, Jack Born. What we talked about was something that isn’t talked about enough. It can drastically improve your sales conversion numbers. It’s something that people in our industry have taken advantage of and done a lot of sleazy marketing techniques with. We’re talking about deadlines and the psychological triggers that happen when you implement deadlines. Jack is a master direct response marketer. He’s been in the game for a long time. On the show, we talk about his history and his story of how he got started, close to seventeen years ago in disk space. What has led him to develop software to provide ethical and legitimate deadlines into your funnel? Let’s get into the show so you can learn how to implement deadlines and ethical deadlines into your webinar and marketing funnels.

Jack, welcome to the show.

It great to be here. I’m excited to have this conversation.

Jack, do my audience a quick favor. For everyone who doesn’t know who Jack is, do a little background about yourself. Tell us how you got into marketing and ultimately what led you to software and Deadline Funnels.

I realized that it was not this grand idea that I had this amazing plan, back in 2000, 2001. It was not that long after 9/11 happened. It was a bad time to be starting a business. It wasn’t like I had what I believed to be an amazing idea. It’s that I came to the conclusion at the same time that my corporate overlords came to the same conclusion that I was not destined to be an employee. I guess we would butt heads. I had an argument with my boss and that was the end of that. We both agreed it was time to part ways. I decided to strike out on my own. My wife and I didn’t have kids at the time. It was a good time for me to try it because the risk of failing was relatively small compared to where we are now.

I bought some code off of this website called Hot Scripts. It had bugs in it. I made all the mistakes like you’re supposed to outsource your programming. You’re supposed to do minimum viable product. This was way before Jeff Walker‘s Product Launch. There wasn’t a whole lot of information out there. I bought this super thick book called the PHP 4 Bible. I keep the book for nostalgia because it was my springboard into what I do now. I went through this code that had all these problems. I fixed it by going through it and trying to figure it.

In the process I learned that I was pretty good at programming and I created a super ugly website that was a job board for the healthcare industry. I built that up for about a year by not charging anything and building it up. After a year my wife said, “It’s time to find out if people will pay you for this because it’s time to either jump back into corporate America or go fulltime.” This will work back into the concept of deadline. When I launched it, again I didn’t know what I was doing. I figured, “I’ll come up with a pricing plan and I’ll give people a certain amount of time to jump on board and we’ll call it the charter membership.”

One of the smart things that I did was I figured, “I’ll get this many people,” and I don’t want to have to work part-time. I want this to be either fulltime or nothing. I priced it that way, which was way higher than I would’ve priced it if I went from, “What do I think people will pay?” I put the pricing out there. I sent out the email and I heard crickets. I thought, “I’ve been wasting a year of my life.” I tried a bunch of things. I tried calling these companies that have been using it and it wasn’t going anywhere. Days tick by. After about six days, I said, “That’s the deadline that I promised.” I started shutting accounts off.

When I come back the next day, because I shut it off that night, my email inbox was full. People are calling me and saying, “I can’t access my account.” “Of course you can’t because I turned it off. I told you.”Within the next 48 hours, $28,000 came in. It was recurring revenue deal. A lot of those were annual subscriptions, but some of them were monthly. I had a nice infusion of cash. We also had money coming in month after month for several years. For that business, my job was running credit cards through Authorize.Net because the system ran itself. Eventually it died off. I no longer have that business, but that was my first experience with the power of deadlines.

I did a product launch without even knowing what it is. It wasn’t a six or seven figure payday, but it was a product launch. It worked well enough for me to be able to go fulltime into doing this. I did that for a while. I do a little bit of website design on the side. I was doing well, and then I got an email from a guy named Perry Marshall. He did email me directly, he sent me out his entire list saying, “I’m looking for these two positions. He comes up with weird names. One is a Content Czar, the other one’s an Affiliate Manager.” I knew I wasn’t a Contents Czar. I wasn’t even looking for this opportunity, but I thought, “I’ve been following Perry for a long time. This would be amazing if it’s the right thing.”

SWW 14 | Create Urgency And Scarcity Using Deadlines

80/20 Sales and Marketing: The Definitive Guide to Working Less and Making More

What he did was he had a challenge. He talks about this in his 80/20 Sales And Marketing book. I went through it, and won. That can be an interesting story in itself, the whole process that I went through. I thought it was going to be a six-month deal. I told him upfront, I said, “I’m going to come in. I’m here to look at your business, and work with you for a bit.” I said, “The reason why I want to do this is because I’m an entrepreneur. I want to learn from you, level up my game and meet a whole bunch of network.” It ended up being a six-year deal because we got along well. I became his marketing manager.

For a while, everything that went out via email, any promotion that I did had my fingerprint on it in some way or another. I’m not saying that I did the entire promotion of every single thing, but some part of my influence was on the promotions that went out. About three years into that, I got the entrepreneurial bug again. I started getting back into software. I created first Box Shot King, which creates 3D eCovers and graphics. Next was AW Pro Tools because I was using AWeber and I saw that they were falling behind in terms of their ability to do sophisticated direct response tagging and triggers.

I created AW Pro Tools for AWeber users to be able to add that functionality to AWeber. I recently sold that software off to an investor. I also created a survey product, SurveyFunnel.io. The one that we’ll probably talk about a bit is DeadlineFunnel.com, which creates authentic evergreen urgency, authentic evergreen deadlines for any type of funnel. It drives up people’s conversions, but does it in a way that’s not sleazy and scammy. It’s a true authentic deadline even though it’s automated.

You started in 2001 to 2002, you left corporate America. You did this job for the healthcare industry. You did it for free for about a year. You let them know that the free version was no longer going to be supported. You said, “If you want this, here’s the price.” What was the price? You said you did $28,000 in 48 hours after the deadline, after you started shutting off free accounts.

Yeah. These days when I do a deadline, it’s a hard deadline. I was excited that everyone was calling. There was a unique situation that I didn’t realize until after the fact, was that the people who were using the job board were the employees. The people in the trenches, they weren’t the one with the corporate credit card. It was a combination of all the reasons why people wait until last minute, they procrastinate. They weren’t going to put it in their own credit card, they wanted the boss to. That was that asterisk next to why let people in, after the deadline. With all those orders coming in, I thought, “This is my opportunity to go from side jobs and this free gig to doing this fulltime.” It was still too low, but I charged $350 a month. There were some annual plans. I forgot what I charged annually.

In the software industry, a lot of people who are in SaaS the premium model where it might be free then $9 a month and slowly tiered up and you say, “$350 a month,” was your first software and you say it was still too low.

It was a job board so it ran on software, but if you’d asked any of them. Think of all the software that you buy, they would not have considered my software company. It was definitely software-based and this was before Salesforce.com. The whole idea of SaaS, wasn’t on my radar. As far as I was concerned, it was a continuity site. That’s what I had built. It happened to be a job board, but it’s also one of the lessons here in which I’m sure most people know, you should consider pricing is based on the value that you deliver.

This job board would bring an employee and they would make several thousand dollars profit. If you got one every six months, it paid for itself. Why not charge $350? If I had priced it, and I said this before, but I want to drive this home. If I price it based on like, “What do I feel comfortable doing?” Too often we price things lower than we should. I came from it from the standpoint of, “I’ll get twelve to fifteen people to sign up,” in order for me not to go back to work, that’ll be $300 to$350 bucks per client. I either wanted to be fulltime or not at all. I don’t want it to be part-time.

Before you got into Deadline Funnels, were you using deadlines in any of those other softwares? Does that tie into this story at all?

It does. When I was working with Perry, and I transitioned quickly from affiliate manager to marketing manager, Perry’s big into automation. He’s big into email follow ups. One of the things that we wanted to do is set up some new promotions, take some of the stuff that he had done and put them in these follow-up promotions. I had the idea of, “Wouldn’t it be great if we could add in the component that gets sales at the last moment?”Anyone who does a product launch or some product rollout sees a surge when the cart opens, things cool off but then there’s a surge I call that the perfect persuasion window. Other people who had been using countdown timers, but we’d seen that’s scammy and sleazy because you leave the page open, it sits there at zero or you come back the next day and it starts back over. We wanted to be able to have a deadline in these automated sequences, but we want to do it in a way that was completely authentic.

Perry is a guy of integrity, so am I. We didn’t want to do something that was scammy, where you refresh the page and it starts over. I went looking at WordPress plug-ins and other types of code out there. It wasn’t anything other than being able to put account on something. It didn’t do one-tenths the things that I wanted it to do. I reluctantly decided, “I’m going to start to build this.”Initially, like a lot of software, I built it without any user interface. It did what it was supposed to do, but I would have to go in and set it up. It was later on that I decided, “Other people might need this solution,” That’s when I registered the domain and started to build it out. This was approximately a year after I launched AW Pro Tools that I realized that this was something that I really wanted. It was something that I wanted for my promotions and I knew that Perry wanted for his stuff as well.

It’s the first time that you launched this and you did an actual Deadline Funnel. What were the results that you saw? What type of spikes did you see from this?

We were primarily using it as a high powered way to put urgency on live promotions. We would do this for some of Perry’s stuff, for some of my stuff. The main benefit at the time in the early version was that you didn’t have to stay up to 3 AM Eastern Time to have a Pacific Time midnight deadline. You can have the emails going out reminding people and no one had to stay up to change the pages and do all that stuff. Later on I added in the ability to make it evergreen. We were seeing still the same types of conversion boost.

There’s a segment of people who are ready to buy. A lot of times they’re already on your list or it’s such a good fit for their situation. As soon as it’s available to them, they rush in and buy it. There’s everyone else who is interested, but they’re distracted. It’s also human nature to procrastinate. These are the people where if you don’t have a deadline, they might buy much longer further down the road. A lot of them aren’t. A lot of them are going to get distracted, they’re going to forget and they’re not going to buy. It’s easier for me to talk about what our current clients are seeing anywhere from 35% increases to 100% lifts, so it’s doubling the results. It depends on a lot of different factors, but almost everyone who uses it is seeing a double digit, if not a triple digit increase in their conversions. Keep in mind, this is for automated funnels.

It's human nature to procrastinate. These are people where if you don't have a deadline, they might buy much longer further down the road. Click To Tweet

Double digit conversions almost, I don’t want to say guaranteed, but it’s pretty much across the board that you’re seeing with your customers who are implementing ethical deadlines in their marketing and evergreen funnels. I haven’t implemented any deadline funnel yet. It is on my radar because we are in the process of relaunching our live webinar. We’re doing big affiliate push, JV push and we’re going to also do another Auto Webinar push. I will be incorporating Deadline Funnels into my webinar. Let’s talk about webinar funnels. I know you do webinar funnels and I’m sure your clients do webinar funnels. Let’s talk about where somebody might incorporate a Deadline Funnel into their webinar. I want to hear what you typically see as standard out there with using deadlines in the webinar industry?

I don’t know if this is standard, but I’ll tell you from having done basically the same webinar, but I’ve done iterations. I’ve tested different things with the same webinar, permitted the same product for some time. I’ve tried these different approaches. What I’ve found works best is a combination of deadlines. What works better than one deadline? Two deadlines. If you can get away with it, three deadlines. I’ll give you an example of doing three deadlines. An example of doing three deadlines would be the first one isn’t a time-based deadline. Let’s talk about a live one first. For the live one, it would be something like, “For the first ten people or X number of people that sign up, you’re also going to get X.” A lot of times this is a component which involves either my time or my team’s time. It’s understandable to say, “We’re only going to take ten people because this involves my time or this involves my team’s time.” I’m never saying anything like, “We’re going to run out of eBooks.” It’s legitimate.

At a certain point you also need to empower yourself to say, “I’m setting the limit at ten.”The first ten people that purchase, you’re going to get this extra bonus. When I send out the replay, I’ll add in a surprise extra bonus, “I added in this extra thing or extra two bonuses, but that’s going to go away 24 hours after the replay announcement goes live.” The final deadline is for what was promoted on the webinar, which is the core offer. That’s how I work in three deadlines. The first one is based on the first number of people that purchase. The other two are time-based.

Deadline Funnels can track the number of purchases and put a limit?

No, it’s on our roadmap. I was talking about a live. The way that we do it, my team looks at the first ten orders that come in and we send that out. We’re not using Deadline Funnel to track that, but the other two we do.

Deadline number two is extra bonus after the replay?

Yes, surprise bonus that’s announced.

Deadline three was closed cart?

Yes, on a special deal. Our clients use deadline funnel in different ways. The way that I use it in my own business is that you won’t be able to get it after this webinar. You get our homepage and see that the price is normally, I’m going to make this number up, $1,000 but now you get it for $500 because Joel introduced us. You’re part of Joel’s audience and you get this special deal, but it’s for a limited time. That’s the core offer that I’m giving this special deal to this audience because it’s a warm traffic type of introduction.

SWW 14 | Create Urgency And Scarcity Using Deadlines

Create Urgency And Scarcity Using Deadlines: Our clients use deadline funnel in different ways. The way that I use it in my own business is that you won’t be able to get it after this webinar.

One of the things that I would like to test when I launch my Deadline Funnel. A lot of times with my clients and my customers, we’ll do a first ten or first twenty. If you buy now, you get X number of bonus. That’s getting people to say, “Either crap or get off the pot. Make a decision, I’ll reward you for making a decision.” There’s a lot of value there. The other types of deadlines that I would be interested in testing out would be payment plans. I always try and push for full pays on the webinar.

Mike Dillard’s Auto Webinar he’s doing for List-Grow, it’s full pay on the webinar. His deadline on the webinar, the offer is only good for the next hour. It’s pay in full, $14.97 for List-Grow and if you buy it within the hour. The next day you get a follow-up email saying that offer is gone, but you can do a payment plan. It’s two payments of $1,000. That would be pretty effective incorporating that with an automated deadline too saying, “The full price discount is going away. Anyone who wants a payment plan, here’s the payment plan.” You’ll have two or three days to do the payment plan.

That’s a great idea. As a variation of what I just talked about, that could be a fourth deadline. You could close the cart. You could have a two-day cool off period. You could reopen it and say, “There’s a payment plan.” The payments when added up, should be more than the price. You’re honoring the people that did act within that deadline window. You’re not coming back and giving people a second bite of the same apple. I would build up one day of anticipation at least to say, “Tomorrow we’re going to announce the payment plan. We’re putting it together.” Be looking for that email because you’re only going to have 24 hours.

I would send out the email, send out a reminder and maybe even a second reminder, that’s three emails. That’s another big tip. Every time that I’m talking about deadlines, I always try to fit in this tip. Which is a tip that anyone can use right away, even if you’re not using Deadline Funnel, which you should, but the tip is to send more than one email on the last day. I don’t think a lot of people feel this way anymore, but I still run into marketers who feel there’s some cardinal rule you go to direct response marketer jail if you send more than one email a day. You’ll make more money. Trust me. Everyone that I’ve had a conversation with, the host always says, “You’re free to disagree.” Up until this point, everyone that I’ve shared this concept with, that’s 100% accurate in what they’ve seen too.

If you send more than one email a day, you'll make more money. Click To Tweet

I can confirm that. When we write email sequences for my customers, we usually do four on the last day. We’re not relying on just one.

My buddy Ben Settle will send either seven or twelve on the last day, especially when it’s not his. I don’t know if he takes on clients anymore, but I know that he’s talked about in the golf market. He had a client where the client said, “Whatever you want to do, we’re cool with it.”He sent out twelve emails in one day on that last day and instead it worked like Gang Busters.

I want to continue to pick your brain on follow-up funnels with webinars. People might not be aware of what their follow-up email sequences as it relates to deadlines.

I did an interview with Chandler Bolt. One of the things that he shared that I thought was interesting was that he went from a super complicated funnel to a very simple funnel. I couldn’t quote the exact steps, but it’s go to webinar, three emails, done. It’s something really simple like that. I saw an earlier version when they first joined Deadline Funnel. His business partner at the time showed me what they were putting together and they were proud of it. A lot of work had gone into it, but there was all this tagging. If they watch this video, go here. If they didn’t, go here. Make it simple and get it done. Keep it nice and short.

We can confirm that that works better for probably 99% of the customers. Unless you’ve got a mass audience of I’d say over 100,000 people that you’re pushing to a regular webinar. There are a few marketers out there who try and teach hyper segmentation just as you were talking about it. If they watched to this point, send this email. We built up those complicated funnels too. I’ve reviewed Chandler’s webinar when he did one of his self-publishing book launch summits. Keeping it simple, meaning everybody gets the same emails throughout, unless they buy. You want to remove people who buy, but that’s pretty much the only exception. Everybody gets the same emails. It works. I’ve had multiple people say that works, that has outperformed their hyper segmented list strategy.

The other thing that I’ve been talking about is the concept of a minimum viable funnel. The whole idea is even if you’re ultimately going to get to a more complicated segmented funnel, start with something real basic. There are a couple of reasons why, and I want to cover this real quick. One is because every day that you don’t have that funnel complete, 90% complete funnel is not going to make you any money. It has to be all the way complete for you to send people through and make money. If it takes five times as long to make the complicated funnel, that’s all that time that you’re not sending people through.

If you start with a simple funnel, then you have a baseline set of metrics. When you add on these additional pieces, if you notice that something goes in the opposite direction. If you were expecting conversion rates and sales to go up and they go down, it’s easy for you to troubleshoot. As opposed to if you build this monster and then you turn it on and it’s not working, where are you going to start to try to unravel this ball of yarn and try to figure out what’s broken with this thing? That’s another reason why it’s better to start simple and then you can add on complexity as you go.

Every day that you don't have that funnel complete, 90% complete funnel is not going to make you any money. Click To Tweet

There’s much value to that and that’s why we specialized in cold traffic webinars to support your claim, which is the minimum viable funnel. The live webinar is the ultimate minimum viable funnel. Cold traffic to webinar registration, we’ve been able to test offers. We’ve been able to test messages with that to help convert people and say, “If it converted, great. How can we improve it? If it didn’t convert, where’s the leaky point?”I’ve built product launch funnels with three video sequences and the whole nine yards. There are a lot of breaking points with that. That’s why I’m such a big advocate of webinars is because it’s literally three or four pages, three or four steps. Registration page, confirmation page, webinar to sale. There’s not much that you can screw up.

The other thing I’d be curious to hear your thoughts on would be for the evergreen webinars. Are you a proponent of doing it live multiple times or record them all and take one that was for some reason magic, and then using that as the replay? Trying to turn on the recorder and record it as if it were live?

I wish there were a yes or no answer, a cut and dry answer with that because it would make my life a lot easier, especially with some of the clients who want to go straight to evergreen. It depends on the market. If the market is saturated with webinars, meaning if it’s the internet marketing crowd or another crowd that’s make money online crowd, you absolutely have to go live before you go evergreen. If you go straight to evergreen, you’re going to have a serious drop off rate. You’re not going to get the performance that you want if your message isn’t dialed in. For these audiences that have super saturated webinars, you have to make sure that your angle, your hook and your content is unlike anything that that crowd has ever seen before you try and push it to automated. Otherwise it’s not going to perform as well as you’d like.

On the flip side, I’m looking for clients that are outside of this internet marketing niche because they’re a lot easier to get success for, going straight to automated. We’ve got one client who is in the how to play piano niche, selling a $700 course on teaching them how to play piano and they’re crushing it. We went straight cold traffic, straight to EverWebinar and they’re lighting the world on fire. They’re doing about a 3% conversion rate of registrants to sale. Within the first month they’ve done over $100,000 in sales with the auto webinar. It’s market specific. To answer your question, it depends on how you use the audience to webinars. His target audience is women 65 and older. These people probably have never been on a webinar in their entire life. It works out well for them.

If you start with a simple funnel, then you have a baseline set of metrics. Click To Tweet

We integrate with almost every platform out there. One of the most popular integrations people asked for is webinar integrations, specifically EverWebinar, but it doesn’t have to be just EverWebinar. We’re in the process of integrating with Demio and EasyWebinar as well. The point is that automated webinars are hot right now; they have been for some time. We’ve seen that having that deadline increases conversion. The thing that I want to emphasize and hopefully everyone knows this, but I still want to emphasize it, is that with the exception of your piano client, gone are the days of having one product and that’s all you’re going to sell. You’re going to have a business. Especially in competitive niches, you’ve got to have those follow-up products.

Everything that you do when you’re getting that client is either going to add to your credibility or detract from your credibility. Credibility is either going to help you make the next sale or it’s going to be working against you. That’s why it’s important beyond treating people the way you want to be treated. That’s why it’s important business-wise for you to make sure that your deadlines are ethical and they have integrity. The whole reason why I created it again was that you could automate it the same way that there’s power in taking a high performing live webinar and automate it.

There’s power in that because you don’t have to do it all the time and you can even increase your sales dramatically. In the same way, bolting on that deadline in an automated way is incredibly powerful, but you don’t want to do it in a way that’s going to be scammy. You want to do it in a way that’s going to help increase your sales. Even for the people who might’ve thought, ”I’ve seen deadlines before,” and for whatever reason they don’t buy, and then they try to go back later and realize,“ I can’t buy.” They’re going to buy the next time that you have a deadline.

Make sure that your deadlines are ethical and they have integrity. Click To Tweet

The market has been tainted by unrealistic deadlines and people see through it. It’s almost when you slap somebody on the wrist, and you’re trying to train them. Frank Kern did this when he was teaching people about webinars; he said he wouldn’t do a replay. I don’t necessarily agree with not providing a replay, but his slap saying like, “Make sure you show up live, because you’re not going to get access to the replay.”When you do that on the back end for the sale, you’re training them for the next time that you open up the promotion, reopen up the offer or you create a new offer. I can totally see how this will be even more effective for future sales too. Not just the first offer, but it’s like, “When Jack does a promotion, the deadline is the deadline. I need to make sure that I get in on it.”

SWW 14 | Create Urgency And Scarcity Using Deadlines

Create Urgency And Scarcity Using Deadlines: Everything that you do when you’re getting that client is either going to add to your credibility or detract from your credibility.

Jack, I want to talk about something that you had mentioned that would be valuable for anyone who is in copywriting, anyone who is in marketing. You’d mentioned something that would make a huge impact. As a copywriter, as a script writer for webinars, this is right up our alley. We’re always looking for ways to improve the wording and positioning of value. I don’t want to ruin what you had talked about. Explain how to incorporate deadlines in a way that can be positioned to add value inside of an offer.

This is a change in wording that would be easy to do and valuable. Before I get to that, let me describe a quick study. There’s a bunch of other studies that I could go into that say the same thing, but here’s a real simple one. There was a study done and they’ve repeated it several times where they took an auditorium full of students. They divided it down the middle and they said, “This half over here, handout these coffee mugs.”They go and hand out these coffee mugs. It’s all the same coffee mugs. The other half doesn’t have them and they’re looking at all the coffee mugs that they don’t have. They say, “Write down on a piece of paper,” they said, “The group that has the coffee mugs, how much would you have to be paid in order to part with this coffee mug that we gave you?”Just a normal coffee mug. Write down the number.

On the other side of the room, “How much would you pay for a coffee mug?” The people who don’t have the coffee mug yet, how much would they pay? The average number in the case that I saw was $2.25.On the other side, the folks who already had the coffee, same coffee mug, “How much would you have to be paid in order to give it up?” Doubled, so it was $4.50. What’s the point? The point is that when someone feels like, even if it’s just a coffee mug that they were given. When they have to part with it, the value goes up tremendously.

How do you use this in the webinars? The way that you can use this in a webinar or follow-up emails from a webinar is instead of saying something along the lines of, “Tonight the deadline ends.”That’s good, but you probably want to dress it up by trying to paint the picture that they have in their hands the product, the discount, the bonuses, the extra consulting that they get because of the fast action, all these different things. You have this in your hands and you’re going to lose it if you don’t take action by midnight tonight. You want to use words that emphasize, instead of just, “Discount goes away. Your special deal goes away. You’re going to lose access to your consulting call.”You want to make sure that you paint the picture that they have already in their hands this opportunity to have this, but it’s going to slip through their fingers if they don’t take action.

Paint the picture that they have this opportunity to have this but that’s going to slip through their fingers if they don't take action. Click To Tweet

That’s the way that you would try to write the copy so that you take advantage of this. It’s called the endowment effect. This idea that they have it now but they’re going to lose it because they’re going to attach extra value to it. Scientists have also put people into functional MRI machines; they say that there are physical changes in our brains when they do similar types of experiments. There is something physiologically going on. You want to put that in your favor when you’re making your appeal to your best prospects.

A million things are going through my mind about how to incorporate that. I saw this in your offer, it was in your webinar. When you make the pitch on the webinar, don’t you give them a free trial or free access, and then you charge them on the 7th or 14th day? Am I getting that right?

The offer that I give is a soft offer. I do that because that’s typically how software is sold. It’s not impossible, but it’s a little bit more challenging to say, “You’ve never seen the software. You’d never use it. You don’t know if it’s going to work, but pay me $1,000 now.” Even though you have a guarantee, I’m trying to make it easier for people to say yes. I’ve added in a double your money back guarantee that’s conditional on top of the unconditional money back. It’s a fourteen day free trial, you pay nothing now, you get a free onboarding call, and you get the bonus. There are all these bonuses just for trying. It’s a fourteen day deal at which point you are charged the annual deal, but it’s a locked in annual recurring discount.

As long as you meet certain criteria and if it doesn’t work for you, you get double your money back on that webinar only deal. That’s how I structure it. The wording that I was going over doesn’t necessarily require software. Everything’s going to be better if you’re using our software to make it authentic. Let’s say if you’re doing it on a launch or a live webinar or you have an event coming up where there’s a live deadline, then you can still use that same language. Instead of saying this deal sitting over here in the corner is going to go away because this deal feels like you’re talking about something a little bit abstract.

Whereas if you can make them feel like this is your opportunity to change your business, even to talk about the bonuses, the packages and stuff that they’re going to lose. Even beyond that, this is the change and the business that you’re going to have, the change in your lifestyle that you’re going to have. That’s going to disappear if you don’t take action on this. You want to do the best that you can to try and make it feel this is in their hands right but it’s going to slip through their fingers if they don’t take action.

Russell has this funnel called the Black Box Funnel, which is like this endowment effect. It’s essentially, “Pay nothing now and get access to my training. If you like the training, we’ll charge you whatever in three or seven days.”I can see this working tremendously. In my mind it works tremendously for automated webinars. As Black Box Funnel is, “Pay nothing now, I’ll give you access to the training. If you like the training, then pay for it. If not, no big deal. Just message us and we’ll prevent the charge from going through.”

If you’re reading right now, that’s a huge tidbit that you can implement into your offers no matter what it is. If you want to go automated, this would be the absolute best way to go into a cold traffic automated webinar funnel is to give a free trial. Give that value first, let them have access into your training or software, whatever you’re selling, and then charge them and say, “We’ll take it away from you at a certain deadline,” or there are a million ways that you can spin that. Hopefully people are taking advantage of that. Is there anything else that you want to share with our audience regarding different types of deadline funnels outside of webinars?

Some people split the atom in terms of is it scarcity or is it urgency? I consider it different sides of the same coin. With a live event, you obviously have a finite number of seats and you’ve got a date. It’s got to happen sometime and there’s a natural deadline. You have both of those working for you at the same time. Another one that can be used successfully is if you’re selling a physical product or if there’s a physical component such as a bonus that is a physical product.

For example books. It’s not like you won’t be able to print more, but you might have a certain run. We got 500 books or 1,000 books. When they’re gone, it’s going to take me another month to fill the inventory again because that’s how we order it, whatever the case may be. I’m not coming up with these different ideas so that you can play make believe. I’m trying to come up with physical delivered products, oftentimes there is something that can be built into it that is 100%absolutely genuine that does lend itself to urgency and or scarcity.

What you’re saying is if you’re not using urgency and scarcity in your funnels, then you’re losing out on sales.

One more tip. A powerful way for you to improve your funnels is to get feedback after someone decides they don’t buy. One of the things I love to point out is if you’re going to send a feedback email like, “I saw that you didn’t buy, “how are you going to know exactly when is the right time, especially in an automated funnel, to send that email? As soon as you add in the deadline, you know if they haven’t been moved to the buyers list, they didn’t buy. Those are the people that you want to send the email to that says, “I noticed that you didn’t buy. We can still be friends but I’d love to know why you didn’t buy. Can you hit reply or click this link and answer this one question survey.”Not everyone’s going to play ball, but over time you’re going to get a lot of useful information. It works a lot better hand in glove with the deadline because the deadline gives you the knowledge of, “This group of people did buy, this group of people didn’t, “and so who do you send it to? You send it to the folks that didn’t buy.

You can also do inside of Deadline Funnel redirects? If they try and go to the purchase page but they miss it, you can redirect to that survey saying, “Sorry you missed on the offer. Just curious, you’re obviously interested. Did you not get my emails? What was the reason why you didn’t buy?”

You can redirect people either to the full price offer. You can redirect them to the survey page. You can redirect them to, “Sorry you missed it, but add your name to the list if you were interested but you didn’t make it in time.”Those people will go back into your sequence tag for the next time that you do that promotion or wait 30 days and do that promotion again. There’s a whole bunch of different ways that you can use it. This was built by direct markers for direct marketers. The whole concept is that if you want to have three deadlines chained together, like we talked about before, where there’s the early action bonus or the early action deadline, the final deadline. There’s also a payment plan deadline. You can set it up in your CRM/email software so that everything’s all triggered at these different events. It works well with your email software system.

SWW 14 | Create Urgency And Scarcity Using Deadlines

Create Urgency And Scarcity Using Deadlines: There’s a whole bunch of different ways that you can use Deadline Funnels.

I appreciate you sharing that story. Those were impactful. I know people have probably got a ton of ideas how they can use deadlines in their funnels. I had a great conversation. I learned a ton from you. Tell my audience where they can go connect with you, find more info about you and do a quick promotion about yourself. Share your info.

The best place to join our email list and to see what we’ve got is to take a fourteen day free trial at Deadline Funnels. You just go to DeadlineFunnel.com and sign up for the free trial. I’ll do a special offer for your audience. Anyone who’s reading this, you can go to DeadlineFunnel.com/Special and use the name Joel. You can either spell it with a capital J or a lowercase j. Type that in there and we’ll have a special deal once you enter in that promo code. We would love to have you guys on board. Something else that I want to emphasize that I used to think was not a big deal until we implemented it, is that I invest a lot of time and energy in having an amazing team around me. We do good live chat and onboarding calls.

Invest a lot of time and energy in having an amazing team around you. Click To Tweet

The reason why that’s important is because everyone reading this has seen situations where there are these software companies. There’s a live chat box in the bottom right hand corner and you click on it. You type in your stuff and you get a response six hours later. 9:00 to 5:00 Eastern, we’re there answering questions in real time. If you need to jump on a screen share to be able to get your questions answered, that’s what we’re there for. We also do free 50-minute onboarding calls. Our philosophy is that you’re buying Deadline Funnel to make your funnel better, you’re not buying it because you just want to buy more software. A lot of times we will help people figure out the software that they’re using to get the job done.

We’ll teach people about, “In ConvertKit you need to go here to do X, Y and Z.” We help you try to get that end result. We know if you do that, we’re going to get lots of word of mouth. We’re also going to get a client for life. Go the extra mile. It’s not just, “Thanks for your credit card,” and, “Send those emails if you have trouble,” we’re here to help you.

I appreciate it, especially given to my audience. I know that they’ll be more than happy to take you up on it. I’ll be jumping in on it too once I get ready to launch this new funnel that we’re doing. It’s amazing how many software companies leave that support portion out of the aspect. People need support with software and I’m glad that you have a team that’s invested into the success of your customers. I know, I’m sure you know too, you’ve done way more software than I have. I just have a simple piece of software for slides. This whole world of automation and hiding down a computer, people take that for granted. I’m glad that you had tons of live support. I’m sure it will help your conversions and your stick rate in your software. I’ve heard nothing but great things about Deadline Funnels. I appreciate the time that you spent with us. Go check out Jack and his software, DeadlineFunnel.com. See you on the next episode.

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 personally 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.

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About Jack Born

SWW 14 | Create Urgency And Scarcity Using DeadlinesI love creating software that helps entrepreneurs achieve more and earn more… in less time. I live and breathe marketing and sales psychology. I love sharing what I know with entrepreneurs and improving businesses through my software. I created the Tactical Triangle concept and Perry Marshall not only wrote about it in the 80/20 Sales and Marketing book but he has incorporated the concept into all of his training and coaching (with my permission).

It is my hope that we can all learn from one another! I hope you have enjoyed this episode of Sold With Webinars. Please let me know how I can be of service to you! Go Crush It , Joel

Joel Erway is a real deal webinar coach and expert. He helps craft webinars, sales pitches, messaging, and funnels as well as designs programs that get conversions. It’s no wonder why he’s the go-to consultant for many of the top performing digital marketing sales and lead generation webinars.

Joel has touched hundreds of webinars and sales presentations in the past ten years with clients doing doing eight and seven-figures and countless others doing multiple six-figures! Check out his Sold With Webinars podcast at http://thewebinaragency.com/podcasts/. And his new podcast, Experts Unleashed: http://expertsunleashed.com/podcasts.

Whether you’re a webinar skeptic or believer, or just need your curiosity satisfied, this episode gives an in-depth look at how and why this genius marketing tool delivers tremendous value to any business. Please visit our website for more information, www.thewebinaragency.com.

In his spare time, Joel is an avid reader and market researcher. He enjoys traveling and spending quality time with his family in upstate NY.

He is really excited to add to his services - live webinar/marketing intensive workshops! Be on the look out for the next one!

Check out The Webinar Vault - a compilation of webinar critiques here: soldwithwebinars.com/register.

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