Context is everything. If you want to fill up an event, one of the strategies that you do is speaking in other people’s events. But for someone who’s very active in the speaking arena, that could be very time intensive. That’s where Simone Vincenzi, known as The Experts’ Strategist, decided to introduce webinars alongside his speaking engagements. Simone has been running in person-sales seminars and combining them with follow up webinars that have been absolutely crushing it. He talks about bridging the gap between webinars and seminars and about all things that he’s doing to promote local seminars and then following up with live webinars that are absolutely blowing the socks off of any conversion webinar.
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The Ultimate Combo Of Webinars And Seminars with Simone Vincenzi
I am so pumped to be able to share this episode with you with the very talented Simone Vincenzi. We are going to be bridging the gap of seminars and webinars. If you have been paying attention or if you have joined the webinar vault, you know that I went to a sales seminar to see what they were doing and how I can apply our techniques to improve my client’s webinars and our webinars using sales seminars. Simone has been running in-person sales seminars and combining them with follow-up webinars that have been absolutely crushing it. He’s sharing his numbers on this episode and we talk about all things that he’s doing to promote local seminars and then following up with live webinars that are absolutely blowing the socks off of any conversion webinar that I’ve seen.
This is an incredible system and an incredible conversation. Simone was an absolute gem. You’re going to love this episode. Hit me up with a comment, email me over at [email protected] and let me know what you think about these episodes. I want to figure out what types of content you want to hear more of. Do you like this interview style? Do you like my solo style? Would you like a mix? Did you enjoy Simone’s interview? Hit me up and let me know.
I have a very special guest with me. We’re going to be talking about something extremely unique. We’re going to blow your mind with webinars, which we are focused on. My guest is Simone Vincenzi. He uses a live webinar strategy to drive into a live event and I’m very excited to dive in. He’s been using webinars for a very long time. He’s on at least 85 live webinars over the past two years and I’m so pumped to have him jump on to talk about marketing, webinars and strategies so you can understand truly the power of what we’re about to share with you. Simone, welcome to the show.
Thank you, Joel. It is great to be here. I love your show. I’m an avid listener, so it’s great to be on the seat side.
It’s always great to chat with fellow stage presenters, webinar presenters because we have a unique way of thinking. When you reached out to me and you shared with me some of the stats that you are getting, you said you were getting 50% opt-in rate, a 60% show-up rate, and a 30% conversion rate with your live webinars. I’d love to dive into strategies around that.
You also said that you listened to one of my previous episodes with John Nemo and you’re leveraging his LinkedIn strategy to start to generate registrations. Where do you think it’s going to make the biggest impact for somebody who’s starting out with webinars? Should we start with dissecting how you’re leveraging LinkedIn or should we start with the funnel and the conversion rates?
I always thought with the funnel. A specific platform has context within the funnel. When people say all these terms about funnel hacking this and funnel hacking that and funnel hacking the other one, it’s a bunch of bull bots. The reason why it’s a bunch of bull bots is because if you just see a piece of the puzzle, you don’t see everything. What I’m doing on LinkedIn makes sense because I’m doing a lot of other things in different platforms. That’s why I would love to start from the strategic part so then we can go, “How do I interact with the platform individually?” Then everything makes sense.
I want to start with the end in mind. The end for you, your main goal is to get people to come to live events. The live event is your product that you sell on the webinar. I want to start there because there’s going to be some awesome conversation.
Even further because my end goal is not to sell the live event, my end goal is for people to buy what I sell at the three-day live event that I have. You always start with the end in mind. You are always starting with, “What is the highest product I want to sell?” A person who buys a $7 product and the person who buys a $10,000 product is a very different person. I want to target the person who buys the $10,000 and then reverse engineer the process to get them in.
We do a three-day seminar called Explode Your Expert Biz and at that seminar, we sell our lifetime membership, which is now £10,000. It’s going up to £15,000 soon. We charge in pound. I’m basing in the UK. I’m going to use pounds and dollars, but we’re talking about several similar numbers if you take the conversion aside.
I want to get people to my three-day event and I am obsessed with conversion. That’s why when you mention those numbers, I can add those numbers because my genius is not traffic. Everyone has their own genius. My genius is not traffic. My genius is finding as many possible ways to convert what I have. We generally do our three-day event and we make consistently £100,000 every fifteen people that we have in the room. I know these are my numbers. Fifteen people in the room, I’m making £100,000. What I want to have is as many people as possible to the three-day live event. Then what do I do to get people in? One is I do live seminar previews, which are free and you need a brilliant episode about using live seminars as previews. It was about the financial investment company with the property.
Merrill’s Real Estate Investing Company.
You did a brilliant episode on that. That’s very similar to my business model. I do a free one-day event and then at the free one-day event, I will pitch the three days. This is what I have done for a long time, but then I wasn’t using webinars and then I said, “What if I introduce webinars to the equation?” Now I introduce two webinars at two points of the funnel. One is to the normal audience, to another warm audience, which I would re-target so they would sign up for the event. I would say, “Come to the webinar.” Also I will add another webinar to the people that have registered for the event and never showed up and the people that have registered for the event, showed up and didn’t buy.You always start with the end in mind. Click To Tweet
The end goal is you’ve got a back-end offer at the three-day live event. You’ve got your £10,000 or £15,000 offer. You want to fill that event as much as possible. The ways that you do it, you have a free preview event which is live in person. How are you filling up that live in-person event?
I would do guest speaking gigs. I will speak on other people’s event but also, I would use Facebook Advertisement. It’s almost the same thing on how would you fill a webinar. In what context? If you want to fill a webinar in an organic way, what you will do? You are a guest podcaster in another podcast, you would be a guest on other people’s webinars. Context is everything. If I want to fill up an event, one of the strategies that you do is speaking and other people’s events, but then I felt that I was missing a trick because it was very time intensive. You need to travel. You need to speak. I’m doing about 200 events a year. I’m very active on the speaking arena, but I wanted to have something else and that’s where I decided to introduce a webinar and I introduced two webinars alongside the live event.
The live preview event?
It’s a free webinar for one hour to then sell the three-day event. The targeting is very local. I live in London, I’m targeting London. The other webinar that tripled our business, is to do a webinar for the people that are registered for the event, the free preview, but didn’t attend because a free preview is a free preview, on a Webinar. You will have a bunch of people that will register and then attend and then you will have another bunch of people that will not attend. I’m retargeting the people that have registered but not attended and also the people that have registered, attended but didn’t buy, and I will invite them on the webinar to again offer the three-day event option.
If I go to the preview event or if I go to your live webinar, is it the price the same?
The price will be the same but the offer will be different. We offer the same price but it’s a different offer because there is an element of context there. I hate people that lie. You can get it here if you get it right now and then you buy one week later and the same thing. The offer that I make, I always stick to that. My reputation is more important than a short-term cash. The price point will probably be the same but the offer will be different.
How much is your three-day event? Is it a $200 price point?
The standard ticket is £397. The VIP is £1,500.
The ticket that they were selling at the Fortune Builders event, it was $197 for the ticket to the three-day intensive event and then at the back end at the event was $20,000 or $30,000. I’m just guessing because I didn’t end up going to the three-day. I know that from somebody who’s run the sales.
In the property field, it’s common to have a $20,000 to $30,000 offer as a backend.
You have your free preview events which you run Facebook Ads to.
The organic traffic and the email list, so we have online and offline way organic and paid advertisement.If you just see a piece of the puzzle, you don't see everything. Click To Tweet
How big is the London market? You’re crushing it with this. What’s fascinating about this is back in the day, we had a client who signed up with us. They were very high-level client. They paid us $40,000 to build a local webinar for them, meaning local seminars. They were there in the day trading niche. They would spend $80,000 a month on radio ads local and get people to come to a free preview event and they would sell $200 three-day weekend event. It’s the same model.
The reason why is that the three days is the highest converting model that you can have in the seminar industry. That’s why you will see everyone doing three days. I’ve tested one day, two days, three days, four days, five days. Three days is the one that converts the most.
They would have the one-day preview, the three-day weekend, and that would upsell a $30,000, $40,000 or $50,000 back-end. They came to us and they were like, “We want to make this more efficient because we’re really tired of doing these multistep events. We just feel like there has to be a way to implement digital webinars to streamline this.” We had a great webinar, but the issue that we ran into was not with the webinar, it was costing us a $150 just for a webinar registration. We tried this for eight months and we had a traffic issue.
That’s a very good point. Anything local is more expensive because you’re super targeted. I had the same issue. In particular because it’s a smaller market than the US, it’s a big city but there are a lot of players. I’ve got other players and a lot of them they spend way more than I do on Facebook Ads. Literally my Facebook Ad spend is ridiculous compared to them. Their Facebook would prioritize their ads and mine will cost more for these issues.
I decided to go the other way around. Immediately, I would get them with an opt in, so I will never target a webinar from a cold audience. Getting them familiar with my content first, and I will have quite a few ads just targeting content, video views, relationship, small ask, PDF, then from there for targeting with the seminar and the webinar. I would know how to run a webinar ad.
Cold traffic to webinars, that’s what you’re saying?
Yes, I will not run that. Never run a cold traffic.
I know that client even is worth it if I pay even £50 registration because we’re really great at conversion so we make the money back. It was draining up our finances upfront because we will make that money back within three to six months, the full amount that we wanted. Sometimes to fill the three-day event, we start the marketing three to four months before. The delay of the cash, it was creating a cashflow issue in our business.
In the world of digital marketing, there’s a big misconception when people say, “You need to know your lifetime value and your cost per acquisition,” which you absolutely do. People think that if you know your numbers, you can pay whatever you want as long as you know your numbers. That’s not necessarily true because you have to understand that when you run paid ads you have to abide by the laws of scalability.
Simone, you know that you can pay $50 per webinar registration on the front end and you can still be profitable but that is not scalable at all because when you start dumping more money in ads, that $50 cost per registration is going to go way up because you’re that’s just how the world works. That was the exact same issue that we ran into with this local seminar company. We didn’t budget for a PDF download or free content. We were testing this webinar registration model and we ran into a lot of issues because of the traffic. I wanted to jump in because that’s very important point for anybody who understands traffic at all.
Even the event in my niche, which is experts, coaches, consultants, you can get £150 to £200 in London per registration for free events. I’ve stopped even putting out ads in other way. I would just build the list, build the relationship, and retarget the heck out of my list. Even £5 a day ads but as long as they see me, I’m still there. If I have a webinar, for example, I will write an email to invite my list to the webinar and then I will put that email as a Facebook post and then sponsor it to go in front of the people that are part of my mailing list to then make the most out of the people that already have a relationship with me.
This is the thing in the digital marketing word, Joel. I don’t know if you can agree with me. People are completely obsessed about new leads. What if you nurture in the best possible way the current list that you have? My list is relatively small. I make good money but we have people calling the list. We run local ads to our list. We get them all in a Facebook group. We tag them. We send them personal messages.
We send them personal emails checking out with how they are. We do text messages. That’s why I said there is much more to the strategy because now we use Facebook Ads, text, email. Messenger bots became huge right now, all these just to get people to attend. That’s why we’re talking about this numbers in the beginning, it’s because we are nurturing that relationship so much. When we have a webinar coming up or an event coming up, our registration rates are huge and our costs are minimum.Persuasion is the same whether you're doing live at or online. It is the context which is very different. Click To Tweet
Because they’re already warm. They know you. When you run your webinars, you have a 50% opt-in, 60% show-up rate, and 30% conversion. That’s because you’re putting in a lot of effort on the front end. It’s not just mass-market advertising. Yes, your advertising but you’re spending a lot of time nurturing, which is why your numbers are so are so fantastic. Many people don’t focus on it. That’s why we do podcasting. Podcasting is all about nurturing. I have two podcasts and it’s all about nurturing. It’s all about warming up that list.
We’ve very similar. I’ve got two as well.
I want everyone to not misunderstand me. I’m very much a direct response marketer, meaning I’m focused on conversion too and I want that result, but you have to understand that there’s a balance with nurturing and conversion. When you do both, your results are going to be exponential. Is your goal for cost per registration of your one-day preview or your one-day event is that £150 to £200?
No, that was the cost to get one. That’s why we are not focusing mainly on paid ad for the events, we’re focusing on paid ads to build the list. We can get an email for one, two, three, five, sometimes ten because we are running local ads. Even for a PDF, we will spend sometimes £10 registration for someone downloading a PDF. I know that from the PDF, immediately they go into the bot and then we send them a text message then they’ll receive a phone call because we take also their phone number. Everything I do, I take their phone numbers. It costs me more because they’ve already seen me around quite a bit, so we gave them an incentive, get this on bot, you get this on the text as a text message, and now I’ve got so many ways to get in touch with that person. My chances for them to registering and attending an event or a webinar is very high.
Most of your paid ads are on the front-end of building the list and nurturing and you’re spending a lot of effort doing that. You said you did 85 webinars in two years. I want to start with the end in mind, how often are you doing your three-day events? I want to work backwards to figure out how often you’re doing your live webinars.
Five times a year is the live event. It’s three days. We will have a one in January, one in April, one in June, one in September, one in November. These are our schedule. The next one is coming the last weekend of September. From there I’m doing one live event every month, the preview. Then I will do two or three live webinars depending from the month and they are all live.
You are the master of automated webinars. I test automated webinars. I was like, “What the freak is this thing?” It’s a completely different ballgame, completely different funnel and much more complex. I didn’t want to stress myself out to build that so much then went into live webinar. I know that my audience they will respond well when I’m going live, and I rather spend an hour rather than leaving a lot of people falling down the funnel and that’s all part of being in touch with them.
That’s why we decided to obtain instead of investing heavily in the automation. We decided to say let’s give this level of presence because it’s also in alignment with our brand and becomes a brand thing. Our brand is from the beginning you buy from us. We are present. Me, my team, everyone, we are present in your business. We want to set the relationship with the level of presence because that’s part of our ethos as a company and one of our main selling points.
Everything has to be brand aligned. You never listen to somebody who goes straight automated or only do live or do live once a week. You have to figure out what you are selling, what you are delivering. For you specifically you know what works and your brand is being present so why risk that especially when your goal is to nurture that list as much as possible. Doing fake live, not even fake live but doing automated, you run that risk of losing that trust with your customers. It’s probably even more important when you’re local only because that’s your hometown, that’s your baby, that is your market.
There is a space and a time for automated because I know that by not having the automated I’m missing some tricks because it is less scalable so in everything there are pros and cons. Is this something I’m going to be looking at? Absolutely. It is all putting context and not just doing it for the sake of it because that’s the moment where you just end up wasting time or wasting money. Also, this is something important. I want people to stay on until the end. When we are talking about these numbers and these metrics that we have, we have a high number of registration rate because we spend a lot of time building that relationship and the people will hear that there is a webinar, email bots, text messages, phone calls, you name it.
If you want me to send a pigeon, I’ll send you a pigeon as well to do that. I’ll send you a fax. Then the other part that makes people want to stay until the end of the webinar because I’m sure, Joel, by reviewing your webinars, when they know you’re running your membership site, when you’re doing the webinar reviews, which is brilliant, everyone should join and sign up for that offer, you have listened to a lot of boring webinars when you’re saying, “Do I need to review all? Cup of coffee.” The fact is that presenters don’t invest in the things that makes them unique, which is presenting skills. You are entertaining, you’re not just teaching.
They call it edutaining.
You are edutaining. The moment you are just teaching, you have lost. People are going to leave. Why? Because they can find the same exact information from someone else. For just a change down the road, they’re saying the exact same things and probably even better than you. If you at least are not entertaining and you don’t have a good personality, you don’t have to be like a crazy extrovert like me. Even there are people that are into it, but they become good presenters. You’ve got to find a way to keep them engaged.
I took a standup comedy course and I did my first standup comedy live. It was nerve racking. It’s the worst experience of my life. People laughed at the end. I was glad they were all drunk in the audience, so that helped. Why did I do that? Why did I put myself through that training? Because it’s a huge part of entertaining. The more people laugh, the more they will stay, the more they will enjoy their time.
Think about what can you do to make yourself entertaining, not just the content being great content, but you being interesting as a person and that’s how you get the majority of the people to listen to you until the end because they say, “This is different. I’m having a good time. It’s not boring as hell.” I had one client that actually bought one of our three-day courses. He said, “The reason why I bought it is because you made me love webinars again. I almost gave up.” Testament of the market.
People buy you more than they buy anything else. If you’re the expert and you’re the one who’s presenting and they’re buying a form of you, whether it’s your program, whether it’s your consulting or whatever, if they’re buying what’s in your head, you need to show up in many different ways to appeal to the biggest market. You show your brand, show your personality, that’s what they’re going to buy and that’s what they’re going to buy and stick around for.
It’s a message that needs to get out there to anyone who’s presenting, any of these presenters, webinar presenters, you name it. It’s a very valuable lesson. I want to ask you a question because I don’t think I’ve talked to anybody who has run both of these types of events. You do in-person live and you also do live webinars. What do you do different? Is it the same message on the live webinar and the preview event or are they completely different messages?
The message is the same but the delivery is different because at the end of the day, to get someone to buy when you go to the persuasion process of buying, persuasion is the same whether you’re doing live at or online. It is the context which is very different. I always like to do different things compared to what a lot of other people do. That’s one of the ways to stand out, look at what other people are doing and do the bloody opposite. Then you find if it works or not. Sometimes you do the opposite and it is like, “Now I understand why everyone else is doing that way because this way doesn’t work.” At least you’ve tried.
When I’m doing a live webinar, I’m always looking to make it as interactive as possible, so they will have a worksheet or if not worksheet, they will have some downloadable resources and I know that a lot of people now are doing that, but I’m not going to just give a presentation but I’m going to give them exercises to do. I would say, “This is not the normal webinar, you’re going to get things done.
If you’re not ready to get things done, then please leave the room because I don’t want you.” I’m immediately finding the person who says, “I’m going to take this webinar seriously now.” Not everyone will do it, but the majority will already. They will have an understanding that I’m the person who gets them to implementing straightaway because that’s part of my brand. You’ll come to our courses, you implement it straightaway. It is not learning, itis implementation. You know already too much. I will give them exercises and then that will get them to implement it straightaway.
Online is different because you cannot leave on a webinar long gaps while they are doing the exercise. They’ll say, “Let me shut up for five minutes while you’re doing the exercise.” You come back after the five minutes, everyone has left. You don’t want that to happen. I will then deliver once they’re doing the exercise, they’re very short, the exercise can be completed within 30 to 60 seconds and while they’re completing the exercises, I will give them case studies on how other people completed this exercise before. I will keep them engaged while they are doing the exercise as well. That’s one thing that I found that helps with the stickability. When I ask what did you like about the webinar, they said that thing.
The other part is when I’m doing a live seminar is the same. I’m getting them to implement things, so I will create workshop-style seminar. It is not teaching. It is not having my PowerPoint presentation and making the sale in that way, but it is more about getting them to create a community inside the room, getting them to share what they learned, share experiences. I consider myself more of a facilitator than a speaker. That’s in alignment with my brand, with what I believe in and people love it more. Therefore, they will have a great experience in the one-day seminar and then it is almost seeing what they can expect on the three days.The most difficult thing was making the intangible tangible. Click To Tweet
When I went into the Fortune Builders event, from the get-go number one, it was the most controlled process I’ve ever been through. There was a greeter outside of the room who collected my registration and then stuck a name tag on me. They were asking me why I was here and have I ever invested in real estate before.
As soon as I touched that person to walking in the room and greeted by another greeter, they ushered me into my seat, making sure that I sat at the front. Then they started to immediately build a community. Everyone’s started interacting with each other. It’s a whole different ballgame of doing live, in-person, preview seminars, versus live webinars. A whole different ballgame.
I got it completely. We do a lot of events, I said 200 a year. I did events with Les Brown with 1,000 people, with Gary Vaynerchuk with 500 people with Simon Sinek, John C. Maxwell. I’ve been doing events pretty much. We did all the big names and it is a machine. You need to run everything like clockwork. On the webinar, you have the automation. It helps you do that and to create that experience of the email sequences that you make and the sequences that you run, the follow up, if you have the retargeting ads that are going after that, you have that automated.
When you are in a live seminar, you have live people and everyone needs to know what they’re doing. It is not easy, but at the same time it is incredibly profitable. No one says that’s the best thing. They feel the best thing would be easier to get. Getting the woman or the man that you love in your life, most of the time I hear the stories, they’re not easy. There’s always some stuff that people need to go through and if it would be easy, it will lose value. Everyone else will do it.
Let’s get back to your live webinar as you do two or three per month, 50% opt-in, 60% show-up rate, 30% conversion. As you’ve been optimizing this, you’ve been testing those live webinars, what moved the needle the biggest of all the things that you tested? I’m sure you’ve probably tested dozens if not hundreds of different things to help improve your webinar. What would you say are the one or two things that moved the needle the most in terms of getting more people to buy?
One that I’ve already talked about which was value upfront and relationship upfront. That’s what gets the people to show up and buy. We already talked about that. I’m not going to repeat myself. Second one that moved the needle the most and is the selling style and the product that you sell. I know you put a lot of work and a lot of effort in making sure that when you create a product for your clients, it is the product that actually sells. Other webinars don’t sell because the product is crap. You sell something which is not good, people are not going to buy. It’s so difficult to get it.
You want to know your audience and test your product and do some market research of what they would buy offline. I would never go and test the product from a webinar, on a one to many. Every product that I sell is something that I’ve sold on a one to one before, which means I know the objections they are going to give me. I know what is important for them, what makes them buy, what makes them not buy, what are the concerns and reservations they have, what questions they have because my webinar presentation needs to answer all these questions. If I don’t know them and I’m just guessing, “Maybe they will buy this thing,” a lot of people will use webinars because it is a good way to hide and not sell one to one. Sales is sales.
I was rubbish selling one-to-one and I sucked in webinars too at the beginning. It took me about seventeen webinars before I made my first sale. I wasn’t working with you. If I was working with you, probably it would have taken me much less but starting by myself, seventeen bloody webinars before someone paid me £197 pounds. I am the kind of person who never gives up. Selling, knowing the offer and knowing what to pitch, that made the difference. Also the more I was doing it, the more I was finding my presentation style and being entertaining and entertainment sells.
The offer is everything. It’s not just one thing. All of your content leading up to it, and you can have the greatest content in the world, you could provide most value in the world, but if they don’t want to buy a freaking hammer and they’re looking for a nail, they’re not going to buy your hammer if they’re looking for something else. It doesn’t matter. You have to have something that they actually want. It is everything in my opinion. Until you have the offer that they actually want, you’re going to keep beating your head at the wall. It takes time.
I wish I could tell you that everyone who comes to me like, “Yes, I’ll create you the perfect offer. I can get you 98% of the way there.” Based on all the experience, I know what offers do well. If I’m working in a brand-new market, I’ll take my best guess and most of the time we can get some conversions. Personal development is one market that I’ve decided to steer clear from because that’s difficult. Many of my clients are in the business niche, business opportunity, marketing and sales. I’ve worked in a lot of different niches, relationship development, but that niche specifically has always given me trouble.
Why do you think is that?
A couple of clients that I’ve worked with are selling intangibles and I always try to make the intangible tangible and it’s hard. Sometimes it’s like selling fluff and I’m like, “I don’t feel comfortable with it.” It’s difficult.
That’s the most difficult thing. It’s the same from the seminars because I started and we managed to make it work in the seminar part, in a seminar way and also in the webinars later, but the most difficult thing was making the intangible tangible. Business, you are paying me money, you can earn more money. There is nothing more straightforward than that, “You are fifteen pounds overweight, you’re paying me money, you’re not overweight anymore, fine. If you buy this crystal, you will be aligned with the highest spirit and the sky will open up.” It’s more difficult to sell.
You need a lot of branding. I had two clients that crushed it but they crushed it because their audience already knew, liked, and trusted them. They’ll buy anything from them and we created a webinar with them and they crushed it. Simone, when I watched that webinar, I’m like, “This is going to freaking bomb.” I don’t know if anybody would buy this. This is the difference. They were such rabid buyers and they knew my customers so well. It was the highest sales conversion rate for $1,000 offer I have ever seen. It was a 10% conversion rate of the entire funnel out of $1,000 offer. I’m like, “I’m so glad that you’ve crushed it.” At this point, we should probably part ways because I don’t think I can help you anymore.
You can understand the niche because you are in that niche too. In the personal development, I could understand it as well because I was in that niche, too. I was a consumer before becoming a seller. I was looking at what made me buy, what were the things that made me buy. It’s very difficult to sell something that you don’t understand or you don’t believe in. It takes so much effort. I completely get it because the way you create webinars for people, I create seminars for people or we create high-converting seminars for our clients and sometimes we help them with webinars, but mainly with seminars.Keep working on your craft. Don't expect immediate results because if you expect immediate results, you're setting up for failure. Click To Tweet
The recent industry, I only work with them when there is an industry that I know and I know what they want and need because you’re paying me all this money plus I’m taking a percentage of your sales. I want to make sure that your sales are up and I want to be 100% sure that we are going to crush it when we are doing it. If you’re getting me to sell a gardening tool at a seminar, I might not be able to do that. I am not a gardener. It’s not my passion.
Simone, your model is fascinating, which is perfect timing because I went through one of these models to learn and discover how they did it and learning the art of in-person seminars and combining it with the art of live webinars. You have developed something that I know you’re crushing it in your business and you’re doing very well. You know all your numbers. That’s number one sign of a great business owner is you know your numbers and you know your conversions.
The biggest takeaway with making that work is not advertising the webinar. It’s building that nurture list because you can’t affordably go cold traffic to a webinar with local marketing and that was the mistake that we made when we try to do it with a day trading niche. It was a very expensive mistake, but it was a learning experience and I’m glad that I was able to share it with you and you were able to confirm it because at some point I thought that I was just a terrible marketer. I thought it was going to be cheaper. I thought webinar registrations is going to be cheaper. It was vastly opposite.
Your whole goal is to get people to buy your backend offer that comes from your three-day event and that’s sold through a live webinar or a one-day preview and you’re retargeting your non-attendees with your live webinar. You’re selling that $397, three-day event. It’s a fascinating model. Branding is very important. Before you decided to go automated, does it align with your brand? Is your audience going to love it?
Are they going to accept it? That’s an answer that I can’t provide anyone. That’s an answer that you can’t provide your audience. The expert has to decide for themselves can they go automated and how are they going to want to present themselves as a brand. This is why you’re able to get 50% opt in, 60% show up, and 30% conversion because you’re putting a lot of that nurturing upfront and that leg work upfront.
There is something great because it is about finding a sales style that suits you. There are so many selling strategies when you’re selling one to many. I was having a chat with a client. I love giving scarcity in time and numbers. Limited amounts of units, limited amounts of time. She hates that. She likes giving scarcity of time. She tested the other one. She felt, “No, this is not me.” We said, “That’s fine.” You don’t need to be me.Follow your style and the audience will fall in love with you and listen to you all the time. Click To Tweet
That’s a message for everyone that maybe is watching your webinar, is watching my webinar and they say, “I need to be like Joel, I need to be like Simone, I need to be like this person.” No, you just need to find your style. In order to find your style, you need to test different things because otherwise you will never know what your style is. Follow your style and then you will find that you crack at something and the audience would fall in love with you and listen to you all the time.
Simone, where can people connect with you because I know you’re definitely somebody that I follow, you’re somebody that everyone in my audience should follow. Where can we hook up with you?
There are a few places where you can connect with me. If you’re listening to podcasts, follow our podcast, which is Explode Your Expert Biz Show. You can check all the content on our website, which is www.GTEX.org.uk or find our Facebook group, which is Explode Your Expert Biz. You can join us there.
Simone, thank you. This has been a lot of fun. It is timely because I went through one of those live events and now I’m talking to somebody who not only does those live events but they also do pair it up with webinars and that’s one thing that Fortune Builders doesn’t do. They only stick to the live event model, they travel around the country, and I talked to one of the sales reps and they said they tried webinars but they’re just sticking to their selling style, which is the road show. It’s the live event road show. I’m like, “Okay, it’s cool.”
They should definitely hire you. They are leaving so much money on the table.
They are leaving a lot of money on the table but maybe I’ll pitch them, maybe I’ll reach out to them because I have all their contact information. Simone, I had a blast. Is there anything that we left out that you wanted to make sure that you included?
To reiterate, work to become the best possible presenter you can be and the best possible sales person you can be because that’s how you’re going to make money. Otherwise, it’s going to be a good experience or a nerve-racking experience. Keep working on your craft. Don’t expect immediate results because if you expect immediate results, you’re setting up for failure.
It took me seventeen webinars before I sold my first product. It took me fifteen seminars before I’ve made any money from seminars. Joel, probably you have a very similar story. Everyone has it. Take your time. Test. Become the best it can be and then you will be sitting on a pile of cash making the impact in the world you want to make and be incredibly happy and satisfied about the work that you’re doing.
Simone, I appreciate you. Go connect with Simone. Let him know that you heard him on Sold with Webinars. Thank you for sharing your knowledge.
- Simone Vincenzi
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About Simone Vincenzi