How to Amplify Your Webinar Show Up Rates and Sales by Taking Advantage of Conversational Commerce with Paul Ace: An EOFire Classic from 2021

0:01Boom! Shake the room, Fire Nation. JLD here and welcome to Entrepreneurs on Fire. are brought to you by the HubSpot Podcast Network, the audio destination for business professionals with great shows like Business Made Simple. Today, we're pulling a timeless EO Fire episode from the archives, so the giveaway may not be active. And we'll be breaking down how to amplify your webinar show up rates and sales by taking advantage of conversational commerce. To drop these value bombs, I brought Paul Ace into EO Fire Studios. Paul is popularizing the concept CECOM through the science of conversion, conversation, and automation.

0:34He founded Amplify Seacom to help enhance your webinar customer journey, averaging a 30 % increase in show up and conversion rates. And today, Fire Nation, we'll talk about when you go through your webinar sales process, you're not working with statistics, you're working with people in a conversational way. We're going to talk about living in a world of instant gratification. Customers now need an immediate response. Having automation in some webinars is what's expected by customers. And what compels people to buy is painting the picture in the person's mind in a conversational way. And so much more, Fire Nation.

1:04And a big thank you for sponsoring today's episode goes to Paul and our sponsors. Business Made Simple, hosted by Donald Miller, is brought to you by the HubSpot Podcast Network, the audio destination for business professionals. Business Made Simple takes the mystery out of growing your business. Join my friend, Donald Miller, each week as he shares value bombs on topics like the secret to making better marketing decisions. Listen to Business Made Simple wherever you get your podcasts. Ever thought of giving a TEDx talk? It's one of the most powerful ways to share your message with the world. And four-time TEDx speaker, Taylor Conroy from Thought Leader can help you get there.

1:42Visit thought-leader.com slash fire to join Taylor's free training, where he teaches you how to land a TEDx talk and spread your message to millions. Paul, say what's up to Fire Nation and share something that you believe about becoming successful that most people disagree with. Hey, John, great to be on the show. And yeah, the thing that a lot of people say about being successful is, you know, it's potentially a straight line. And I'd highly disagree with that, because sometimes when you think, hey, things are working, you realize everything happens for a reason. And then in the end, everything turns out the way you want it.

2:23So we've pivoted a lot to get to where we are today. I'll say that. Love that message. And Fire Nation, as you know, from the introduction, we're talking about how to amplify your webinar show up rates and your sales by taking advantage of conversational commerce. And I just want to start off by saying, Paul, what the heck is C-Com? Yeah, C-Com is short for conversational commerce. So when you think about your business, just imagine if you could personally greet every lead. You know, when we talk about C-Com, we're looking at an 80 % human-like experience and a 20 % human experience. So the result of that means you can maximize conversions and unlock hidden profits.

3:03So in such a way that really is supporting that buyer journey through the whole process. So it kind of feels like this high-touch next-level experience that's just that bit more personal, right? So before we go any further as well in the podcast today, it's not just some automated robot or an annoying pop-up that gets straight in the way. we're talking about actually leveraging technology because you can't be everywhere with everyone all the time, right? So leveraging that technology and not just any technology, technology that feels like that best customer service agent 24-7. Yeah. And in actual finance, we'll be talking about how to not lose the human connection.

3:47And just a couple of minutes here. But before we do, I want to talk about pre-framing, Paul, because number one, most people don't even know what pre-framing is. So what specifically is pre-framing and how can we use it to increase conversion rates? So firstly, JLD, would you say that your audience are the kind of people who like to try new things? Yes. Exactly. And if you're listening to this right now and you notice something that we talk about going back and forth today that will make a big difference in your life, your audience will take action on that, right? Absolutely. Absolutely. That's pre-framing.

4:21That's pre-framing right there. Pre-framing is creating an influencing tool and having that influencing tool in your toolbox. So like, for example, if you wanted to put a new screw in the wall to hang up that beautiful picture of you and Kate when you just got engaged, right? Would you be using a rusty hammer or would you use a power drill? Power drill all the way. Right, and you'd use that drill because it's more precise, right? You can use a drill and screw exactly where you want it to go rather than just trying to beat it with a hammer and hope it goes in the right direction. So what pre-framing is all about is being precise with the words and the actions that you use before you want someone to take that next step.

5:04So what you want, you want to do something like this, right? So for example, we had a client recently and they sent me this video of her screaming at the laptop because she just couldn't believe the results. And this client, she told me on average, it takes us six months for someone to buy some products off her list, right? Six months. Imagine waiting six months to get what you want. And she was actually shocked that on the very first launch we did with her, she reduced that buying cycle down to seven days. Now, what I just did there is actually give you an example of a story-based testimonial rather than just going, hey, this person went from there to there, right?

5:44And that's what happens a lot of the time when you're looking at people pre-framing before a webinar to go, hey, this person got this result, rather than saying, hey, this was the pain that this particular person was going through. This was the emotional pain that someone was going through. And this is how they overcame it by being on this webinar or going through this product. And we see a lot of clients that put testimonials on, but they don't really leverage those testimonials. Yeah, they may put them up, but do they do what you just heard? Are you telling a story behind the testimonial to build that connection with your audience before the webinar?

6:18And in fact, we actually worked exclusively with a client on pre-faming recently where, and this is a really good thing that you can do in your own business as well, is add in a quiz for the pre-frame for that course opportunity. So before they even get to the webinar, we're helping them decide whether that opportunity is right for them. So all the questions were layered around, like, what would the future be like if they had this opportunity? And also, you know, would they be a good fit for that opportunity? So the result of that resulted in an extra 20 percent close rate on their back end sales calls, which on a 4K program, right, it starts to add up to a significant amount of money.

6:58So if you're underestimating the power of actually using pre-framing in your business right now, you're literally burning money. So if you want a quick win to fix that, the best way to do it is just take all your messaging that goes out before the webinar and then just look at it and ask yourself the question, does it bring you closer to your audience or further away? Does this messaging bring you closer, Fire Nation, to your audience or further away? Like add that question to everything that you're doing moving forward here, and it's going to help. It's going to help with pre-framing. It's going to help with conversions.

7:36It's going to overall help you connect and develop a more intimate relationship with who? Your followers. Now, speaking of connection and, you know, getting more intimate instead of less intimate, how could we not lose human connection paul when we start automating everything like this yeah john are you familiar with the marshmallow test is that the delayed gratification where you make those poor hungry children stare at a marshmallow and not eat it yeah don't spoil the punchline but yeah yeah so the marshmallow test for anyone who isn't familiar with the marshmallow test it was actually a stanford experiment and a child was given a marshmallow just a marshmallow on a plate and they were told if they waited a period of time you know i think it was around 15 minutes they tested to do a few different things they said they could have two marshmallows instead of one and this was to test a couple of things firstly to test how children dealt with delayed gratification and then also how that choice reflected how they're actually their whole life turned out right oh yeah because they kept tracking them for like decades right yeah which was like a fascinating experiment and there's a whole book being written on it So if you're listening to this right now, just by thinking in your mind of that moist, squishy, sugary marshmallow, you may even be noticing an increased amount of saliva just going around your mouth.

8:56And in fact, just by thinking about that right now, you maybe just need to swallow hard just to clear your throat as just the thought of having that marshmallow. Now imagine being a child and being in that situation where you've got that marshmallow sitting in front of you thinking about it. Now, here's the thing. That test was initially done in 1972. And JLD, do you reckon more people now, well, more children or less children will wait for those two marshmallows now than in 1972? Listen, we live in a world of instant gratification. So I would say less children. Yeah. And I'd agree with you, right?

9:31And most of the audience probably would agree as well, significantly less. because we live in this world of instant gratification. You're running your business, everyone else who's listening to this, running their business. And when people want customer feedback, if someone sends you a query, they want this immediate response. So do we lose human connection if we automate everything? And it's not about automating everything. It's automating 80%. And the answer is no, because having automation and instant answers is pretty much now just expected by the customer. Right. So if you're driving or listening around the house as you're working, remember this.

10:13People want a personalized, human like experience and instant gratification. You've got companies right now like Bonjoro, which I actually first learned about, I think, listening to this podcast like five years ago of personalized video messaging. You've got VideoAsk where you can ask a customer support question through video or audio. And there's loads of other tools out there that are now enhancing that customer experience to create that human-like experience. And that means just really the customer expectations have been raised. And if we don't keep up, we're going to get left behind. Customer expectations have been raised, Fire Nation.

10:51I can definitely vouch for that. and lifetime customer value, how to write compelling copy in a conversational way and a quick win for you, Fire Nation, when it comes to webinar conversion rates, all when we get back from thanking our sponsors. Are you ready to close 2023 out strong by surpassing your revenue targets? Q4 is the time to make it happen. But in order to do that, you need the right tools to help you fill your pipeline, nurture prospects and close deals. Lucky for you, there's the new HubSpot Sales Hub. With HubSpot Sales Hub, You're able to supercharge your sales process so you can find, track, and close deals all in one powerful, easy-to-use platform.

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13:12Giving a TEDx talk is one of the most powerful ways to share your message with the world and Thought Leader can help you get there. Thought Leader is a speaker coaching company that has helped over 550 and counting coaches, speakers, entrepreneurs, authors, and experts land TEDx talks. Thought Leader is not affiliated with TED or TEDx, but they're able to get these results because their founder, Taylor Conroy, is a four-time TEDx speaker himself and past EO Fire guest. You might be thinking a TEDx talk sounds great, but where do you start? Taylor has put together a free training that is going to teach you how to land a TEDx talk in as little as 90 days.

13:47Join Taylor to learn exactly what TEDx organizers are looking for in their speakers, how to write a talk that goes viral once it goes online, and more. Visit thought-leader.com slash fire. Join Taylor for his free training and get your message out of your head, out of your heart, and out into the world where it belongs. That's thought-leader.com slash fire. So Paul, we're back and lifetime customer value, it's a key metric in our success or our lack of success. So how can we increase our LCV on our webinars and just other things that we're doing? Yeah. So if you listen to this right now, think back to the last time you bought a car, right?

14:28You got excited. You decided it was a perfect car. This is a car for us. This is the one that we need right now. You know, you sit down with that sales representative, start to complete all the paperwork and it's it's something that costs thousands so it's a sizable investment right and then then what do they say to you what's the next thing that they say would you like to add maintenance to that for 38 a month maybe and then they start sweetening the pot and say because you purchased this particular car we've got a very special offer for you today and you can get 90 days free maintenance when you add the maintenance package right now and then what did you do you're a sucker for it so you're like okay cool we'll have that and then the offer you the scratch resistant paint protection for 395 and then before you know it you've spent an extra 2500 that you didn't initially intend to pay and here's the crazy thing you feel great about it right i don't know maybe john you've you've come out of buying a car before and you've gone wow i wasn't going to buy all those extras but i feel really good about it Yeah.

15:30One of the big ones in Maine actually is like, you're sitting down, you're about to be out the door and they're like, oh yeah, you know how like we salt the roads in Maine? And you're like, yeah. Oh, you need a salt resistant spray underneath. It'll be 400 bucks. And he's like, you just feel stupid if you don't do it. Exactly. So now imagine your customers just gone through the same thing with your webinar, right? You get them registered. You've got them excited. You got to the pitch of your product. They're all in. You've done really well. You've sold them that$1 ,000 or$2 ,000 product, and then that's it, right?

16:02The customer was literally biting your hand off to say, what else do you have? And a lot of people have got nothing for them. Now, if someone's just bought something for$1 ,000, what's the chances that they're going to take advantage of a 30-day free trial that maybe leads into a$97 a month subscription, right? It's pretty high. In fact, we do this with a lot of clients and we're seeing between 30 % and 80 % conversion rate when using a free trial method on all the bumps and upsells off the back of a high ticket course. So that could put an extra 30 to 40 % on your bottom line by just doing this one thing.

16:43So here's the thing. If you've got a hot buyer, give a hot buyer the opportunity to be a hot buyer and another thing you can do to bring people back in to increase that lifetime customer value is actually guide people back to those upsells over the next 30 days through email sms messenger other different platforms right all those multiple platforms together and one of the things you need to note on that is if you're going to call an upsell a one-time offer then really if you're going to be ethical you need to make it a one-time offer that's why if you actually position it as a special offer, then you can come back to it and revisit it or reposition it.

17:21It's kind of like archery. If you're going to shoot more arrows at the board, you're more likely to hit the target. So if you're actually bringing people back to those upsells, quite often people do it as a one and done. They just go, okay, well, if people didn't take the upsells, they didn't take the upsells and that's it. So it's about bringing them back into that journey as well to increase that LTV. Now these interactions, Fire Nation, they have to feel conversational. That means your copy that you're writing or the copy that you're inputting into these back and forth, it has to be compelling.

17:51So Paul, how do we write compelling copy in a conversational way? John, something that's been lost and forgotten is that we're actually speaking to another human beating heart. So what does that mean? See what I was just doing there, right? By asking the question on the mind's behalf, it naturally fills in the blanking. It starts to get you thinking in your mind about that question. So the fact that I've just said, what does that mean? You're now asking in your own mind, what does that mean? A classic example of this, and you may have seen, I think Tony Robbins does quite a lot of this kind of stuff.

18:30Wherever you're at right now, whatever you're doing, do not think of a pink elephant on roller skates. John, what are you thinking of right now? A bank elephant on Roller's Gate. Exactly. So you just can't help but think exactly that, can you? So just imagine you're sitting down at your desk ready to write that new piece of copy. And you know that copy is going to convert. You see yourself having a conversation with a reader. And as you see your fingers frantically typing on the keyboard, remember this. Every time you write, you write into a human beating heart. so in order for someone to purchase what you're offering they have to first test drive that thing in their mind right they've got to take it for that virtual spin around the block come back and say yep that felt good that that thing that thing is for me so when you're writing that compelling copy or always think about having that conversation back and forth where you're almost like naturally guiding them and as you would in a conversation towards test driving it in the mind so maybe even as you've been listening over the last couple of minutes, you'll notice some of the words that have been used.

19:36And I'm actually helping you paint that picture in your mind of what life will be like on the other side of implementing this copy, right? That's what compels people to buy is painting the picture in the person's mind in a conversational way. So we love quick wins, Paul. Fire Nation, we're all about quick wins because, you know, hey, it's how you build momentum like quick wins it's the compound effect it's the slight edge like how can we have a quick win right now just on this conversation that you can give to us to meet a fire nation that can improve our webinar conversion rates right now today and john you'd probably say that your audience like really really likes quick wins right really likes them right and they really like them because because you bring the fire every weekend and they're just in the heat.

20:28Exactly. Right. So, and if I was to ask your listeners, Hey, do you, do you love entrepreneurs on fire because it brings quick wins? They're going to be saying yes. Right. So if you listen to this right now, you probably nodded your head as, as I asked you that question, that's the quick win. So what we just did is called a micro commitment. Ah, I see what you did there. Yeah. So if you're wondering what micro commitments are, they're like a series of small steps small commitments to guide your prospect to taking that larger action right something that jason fladdling says and by the way that's a guy who's sold over 100 million dollars in webinar sales so he knows what he's talking about and um he said you should aim for 150 micro commitments in your webinar and it i often tell people this for the first time and they have this big panicked look on the face they're like how am i gonna fit 150 times of getting people to say yes in a webinar in like a 60 or 90 minute presentation you know that's like saying yes every 30 seconds you might be thinking the same right so if you if you think someone's saying yes to 150 times they're going to be more likely to say yes aren't they to buy the buying the product if someone said yes 150 times when you go would you like to buy this product, the more likely to say yes.

21:53Right. So perhaps you're already starting to think about how you could use micro commitments to increase those webinar conversions. And if you just find yourself again saying yes in your mind or even perhaps nodding your head, then you've just been influenced by a micro commitment. And that's the crazy part. Right. You hardly even realize it's happening. Yeah, it's so powerful. So if you're wondering the exact words and phrases that you can use directly on your webinar starting today. John, we have actually put together a bundle exclusively for Fire Nation, which part of that bundle includes a cheat sheet of 27 ways to get people to say hell yes on your webinar.

22:34What you can just plug in and go like that. You had me at hello. I want that bundle. Fire Nation, you want that bundle too. But before we reveal where you can get that bundle, Paul, give us the one key takeaway that you want to make sure Fire Nation walks away with from this entire conversation we had today. So remember, when you're going through your webinar and your sales process, you're not working with statistics. Statistics give you some education, but you're working with people and you're working in a conversational way. So if you treat every part of your webinar process from the pre-frame to the webinar, to the post-sale, all as a conversation rather than a presentation, then you will almost certainly increase your conversions very, very quickly.

23:26All right. Don't make us wait any longer. Where can we get our hands on this bundle? Give us that final call to action and then we'll say goodbye. Yes, so you can get the 27 ways to say how we are saying your webinar. Also, 27 webinar growth hacks, plus a masterclass that's been recorded exclusively for EO Fire listeners. It's not been released anywhere else, breaking down every growth hack. And you can pick up that Amplify webinar fire bonus bundle absolutely free at go.amplifyccom.com slash fire. Fire Nation, you're the average of the five people you spend the most time with. You've been hanging out with PA and JLD today.

24:09So keep up the heat. And if you head over to EOFire.com and type Paul in the search bar, the show notes page will pop up with everything we talked about, links to everything, including Paul's bundle. But Paul, one more time, give us a little more intel about that bundle and then give us a URL and then we will say goodbye. Yeah, so everything that the EOFire listeners are going to be getting for free today when they go over to this link is the 27 ways to get people to say hell yes on your webinar right now 27 webinar growth hacks to increase the sales and conversions on your webinar plus a unreleased masterclass exclusively for your audience and you can get that at go.amplify ccom.com slash fire.

24:56Paul, thank you for sharing your truth, your knowledge, your value with Fire Nation today. For that, we salute you, brother, and we will catch you on the flip side. Been a pleasure. Hey, Fire Nation. Today's value bomb content was brought to you by Paul. And if you've had your big idea, you'd be ready to ignite Fire Nation, which is why you might not have your big idea because you're not igniting right now. But my free training will get you to your big idea in less than an hour. visit yourbigidea.io today and I'll catch you there or I'll catch you on the flip side Business Made Simple hosted by Donald Miller is brought to you by the HubSpot Podcast Network the audio destination for business professionals Business Made Simple takes the mystery out of growing your business join my friend Donald Miller each week as he shares value bombs on topics like the secret to making better marketing decisions listen to Business Made Simple wherever you get your podcasts.

25:52Ever thought of giving a TEDx talk? It's one of the most powerful ways to share your message with the world and four-time TEDx speaker Taylor Conroy from Thought Leader can help you get there. Visit thought-leader.com to join Taylor's free training where he teaches you how to land a TEDx talk and spread your message to millions.