Yesterday, in part one of this mini-course, “The New Lightning Fast Way To Make A Slew Of Sales,” we went over a grand slam success a client of mine experienced. (If you haven’t read part one, go here.)
A cornerstone of the system I’m sharing with you is conducting an online event. I created that strategy when I worked for GKIC, the company founded by marketing legend Dan Kennedy.
We sold millions of dollars of products with this strategy, and since then my private clients have produced jaw-dropping sales, including the great Michael Rozbruch who raked in $420,000 in a day.
So, let’s talk about what an “online event” is, what it isn’t, and how it differs from a traditional webinar.
With a webinar, there is usually one presenter who sometimes is visible; typically in a small square on the screen or only the slides are shown. The presenter talks through the slides and makes an offer at the end.
With an online event, no slides are shown, or the slides are secondary to the presenters. Meaning, the camera will occasionally cut to the slides, but, the presenters are front and center the majority of the time.
Did you catch that I wrote “presenters,” as in more than one?
That’s a big secret, kemosabe.
I modeled my online event system after infomercials. Let me ask you when the last time you saw an infomercial with one person talking to the camera? The most common set-up is an interviewer asking questions to an expert in a talk show format. (What I just told you is pure gold.)
The interview format has many benefits, including:
- Making the online event seem more significant and more important than a regular webinar.
- Easier on the expert. They don’t have to “carry the whole show” by themselves. The expert is answering questions he/she knows the answers to.
- Better positioning for the expert because he/she doesn’t come across as a salesperson but rather as a credible authority and celebrity.
- More engaging for the viewers. If done correctly, the interview format is entertaining, fun, and dramatic; meaning people will watch longer, and this leads to a higher closing percentage.
- The interviewer can watch audience response and change course when necessary. So, if something isn’t working, you can shift direction, which is very difficult to do if you are doing a slide-based presentation. For example, I noticed that people were dropping off when my clients started giving out too much detailed information during the event. I stopped him by asking a question which redirected our conversation.
- The interviewer acts as a representative of the audience and brings up objections they have, which the expert can easily answer.
So, in a nutshell, an online event is done live, in an interview format, with either no slides or slides shown occasionally. For the record, there were no slides for the online event a couple of weeks ago. That presentation was only 50 minutes long. In the four-hour, expanded version of this format, we do employ slides.
Tomorrow, in part three, I’ll share with you my diabolical strategy for getting a high registration rate and an “off the charts” show-up rate.
Kick butt, make mucho DEEnero!
Dave “Mr. Online Event” Dee