Step-by-Step How I Write $1M Webinars Over and Over — Transcript

Full transcript

1. 0:00I've studied over 214 webinars that did
2. 0:03over $1 million each. As a result, I've
3. 0:07done over $35 million in sales for my
4. 0:09own business with webinars. My name is
5. 0:12Dan Henry, by the way. Hi. And in this
6. 0:14video, I'm going to share with you
7. 0:15something that I learned from this
8. 0:18process, not just studying webinars, but
9. 0:20actually making money with webinars that
10. 0:22I believe you can use right now. And
11. 0:24that is the overall structure of a
12. 0:26webinar, but more importantly, how to
13. 0:29open a webinar. Because if you don't
14. 0:31open a webinar, good, then all the other
15. 0:33stuff that you've met planned and put
16. 0:36together don't mean nothing cuz they
17. 0:39ain't going to watch. They're going to
18. 0:40leave. All right. So, what I'm going to
19. 0:41do quickly is go over the overall
20. 0:44structure of a webinar, and then I'm
21. 0:46going to show you what to put right here
22. 0:47at the very beginning. That's going to
23. 0:50absolutely change the game for you. And
24. 0:52this is also very close to the same
25. 0:55structure of a just a general sales
26. 0:57video is that it starts with some sort
27. 0:59of welcome kind of you know welcome to
28. 1:01the webinar, right? And a lot of people
29. 1:03if they do this live they're like well
30. 1:05what city are you coming in from? Oh
31. 1:07John from Texas blah blah blah. By the
32. 1:10way I don't know why people do that.
33. 1:12It's good to invite people on and hey
34. 1:14how you doing and all that but starting
35. 1:16with that is a terrible idea and after
36. 1:18you watch this video you will never do
37. 1:19that stupid again. Okay so that's the
38. 1:21welcome. Then there's expectations. Here
39. 1:23is what you will learn in this webinar.
40. 1:25You are here. You're probably
41. 1:26considering leaving. Let me tell you
42. 1:27what you're going to learn so that you
43. 1:29don't leave. Next is the discovery.
44. 1:31Every great webinar has some sort of
45. 1:33path to success, some main core concept,
46. 1:37some big idea that they're sharing.
47. 1:39Usually, it's a solution to a problem or
48. 1:42how to take advantage of an opportunity.
49. 1:44Well, you need to tell some sort of
50. 1:47story of discovery. Many of you might
51. 1:50think of this as an origin story, right?
52. 1:52Like, hey, I was in this place that you
53. 1:55were in. I was struggling with these
54. 1:57things that you were struggling with.
55. 2:00Now, I'm not struggling with them. Now,
56. 2:03everything is great. I have what you
57. 2:04want. I figured out how to solve this
58. 2:06problem. And so, here was how I
59. 2:09discovered it. That's the discovery
60. 2:11phase. And that opens them up to the
61. 2:13idea of like, oh, here's this new new
62. 2:16thing, this new path, this new approach
63. 2:19that I haven't heard of yet, that I
64. 2:21haven't considered yet. I want to know
65. 2:22more about it. Followed by that are
66. 2:24multiple sections of value. Most people
67. 2:27do three. Three is a great number. Tony
68. 2:30Robbins does three in almost everything
69. 2:31he does. Some people do five. Uh, it
70. 2:35just depends. But the point is, these
71. 2:37are sections of value that don't
72. 2:40necessarily teach you how to solve the
73. 2:42problem, but they show you how it works
74. 2:47to solve the problem. And namely, what
75. 2:49you're doing is with these, you're
76. 2:52covering what to do, why you're doing
77. 2:55it, and when to do it. You leave the how
78. 2:59for the offer. Okay? And if you do this
79. 3:02correctly and you know how to do this,
80. 3:04people won't realize that you're not
81. 3:06actually teaching them anything because
82. 3:08you are teaching them something. You're
83. 3:09teaching them a new way to solve their
84. 3:11problem. And you can't teach them how to
85. 3:13solve their problem until you've taught
86. 3:14them a new way to solve their problem
87. 3:16because they're not going to care how to
88. 3:18solve it if they don't understand the
89. 3:20approach from the beginning. And that's
90. 3:21what most people get wrong about value
91. 3:23is they sit there and they think, "Oh,
92. 3:24well, I got to teach stuff otherwise
93. 3:25people will be upset." No, that's just
94. 3:27because you don't know what the you're
95. 3:29doing and you think marketing is about
96. 3:31giving a bunch of value, telling people
97. 3:33how to solve their problem, and then
98. 3:34hopefully maybe they'll pay you to solve
99. 3:37the thing that you just told them how to
100. 3:39solve. No, no, no, no, no. What you want
101. 3:41to do is you want to solve problems that
102. 3:43create more problems. So, I'll give you
103. 3:45a quick example. I had a webinar once
104. 3:48that did over $10 million in a very
105. 3:50saturated market. And that was basically
106. 3:52how to start a Facebook ad agency. I
107. 3:54mean, how many people sell that? that
108. 3:56that offer is beat to death like a dead
109. 3:59horse, but I still was able to crack 10
110. 4:01million with it. And the way I did that
111. 4:03was on the webinar, I said, "Listen, you
112. 4:06guys know that it's it's probably not
113. 4:08that difficult to learn Facebook ads,
114. 4:10right? Like, that's not really the issue
115. 4:12here. The issue here is how do you get
116. 4:14clients?" And so, what I did was I
117. 4:16taught them something towards the
118. 4:18beginning of the webinar that showed
119. 4:20them that they can get clients. I gave
120. 4:23them a little exercise to do. And I
121. 4:24said, "We're going to do this exercise,
122. 4:26and by the end of the webinar, you're
123. 4:27going to have people messaging you
124. 4:29saying,"Hey, I'm interested. And once
125. 4:32you have that, you're going to want to
126. 4:34take advantage of it. You're going to
127. 4:36want to to get that money, right? But in
128. 4:39order to get that money, you have to
129. 4:41know how to run Facebook ads and you
130. 4:42have to have this system, right?" And so
131. 4:44when I did that, I overcame their
132. 4:46objection, their thought in their head
133. 4:48of, "Well, yeah, I'd love to learn how
134. 4:49to do Facebook ads. I'd love to learn
135. 4:51how to have an agency, but I just don't
136. 4:52think I can get clients." Well, I showed
137. 4:54them that they could get clients on the
138. 4:57actual webinar. So, by the time we came
139. 5:00to the offer, they had already had
140. 5:03people messaging them. I had shown them
141. 5:06that it's possible. And then they're
142. 5:08like, "Well, crap. I I I don't I don't
143. 5:10want to give up this thing that Dan has
144. 5:13given me. Like, it's st it's I got money
145. 5:15staring me in the face, so I'll give
146. 5:17some money to learn how to pick up that
147. 5:19money." Right now, this is an advanced
148. 5:21webinar tactic. I've also had webinars
149. 5:23where I've not done this. I've just
150. 5:25shown them that these things are
151. 5:27possible and I've made money. But this
152. 5:29is one of my highest converting
153. 5:30webinars. And you got to be very careful
154. 5:32because if you teach the wrong thing,
155. 5:34you'll kill the sale and people will not
156. 5:36want to buy from you because you just
157. 5:37solved their problem on the webinar. And
158. 5:39trust me, you can give away too much
159. 5:41value. But it's really not about giving
160. 5:43away too much or too little. It's about
161. 5:44what value you give away. If you give
162. 5:46away the right value, you can give as
163. 5:49much of it as you can possibly imagine
164. 5:51because it creates a need for the next
165. 5:53value. What you don't want to do is give
166. 5:55away the value that also exists in your
167. 5:58offer. You need to give away value that
168. 6:00exists to create the need and the desire
169. 6:02for your offer. Okay? So then we have
170. 6:05the transition. And the transition, one
171. 6:07of my favorite transitions, and this is
172. 6:09honestly a classic one, is hey, listen,
173. 6:11you have two options at this point. You
174. 6:12can take everything I taught you during
175. 6:14this training and you can go out and do
176. 6:15it yourself. You can make all the
177. 6:16mistakes and you know what? If you're a
178. 6:18grinder, by all means, do that. Or
179. 6:20number two, you could have somebody who
180. 6:22has already done it, who's already
181. 6:24helped people do it, uh, walk you
182. 6:25through it, hold your hand, or depending
183. 6:27on the offer, do it for you. Which would
184. 6:28you choose? One or two? Let me know in
185. 6:30the chat. And everybody's like, "Two,
186. 6:31two, two, two, two, two, two, two, two."
187. 6:33Great. Well, since you all said two, do
188. 6:35you mind if I share this offer with you
189. 6:37to do just that? And then everybody's
190. 6:39like, "Yes, yes, yes." So now you don't
191. 6:41have to feel weird about making an offer
192. 6:43or selling cuz you just had the whole
193. 6:45chat light up and say, "Yes, please sell
194. 6:47me. Tell me the offer." So if if you at
195. 6:50this point still feel nervous about
196. 6:52selling after the entire room said,
197. 6:54"Sell me something." Then you got
198. 6:55problems. You don't need to be watching
199. 6:57my channel. You don't need marketing
200. 6:58help. You need therapy. Go book an
201. 7:00appointment with your therapist because
202. 7:02you got problems. Okay? But for the rest
203. 7:04of us somewhat normal people, when an
204. 7:06entire room says, "Please sell me
205. 7:08something. and tell me what you have to
206. 7:09sell. You should feel just fine about
207. 7:13telling them the offer. And look, I get
208. 7:15it. It's nerve-wracking. I've been
209. 7:17there. I get nervous, too. I'm no better
210. 7:19than you. But what I'm telling you is
211. 7:21there are things you can do to relieve
212. 7:23that feeling inside of yourself. So, you
213. 7:25don't have to feel so nervous about the
214. 7:27offer that you screw it up. And that
215. 7:29little transition here is what that's
216. 7:30for. This isn't for them. You could, I
217. 7:33promise you, you could literally go
218. 7:34right into the offer and they wouldn't
219. 7:35care. This is your little personal
220. 7:38therapist
221. 7:40saying, "Hey, it's okay to sell these
222. 7:43people, okay? Even though they pretty
223. 7:44much already knew you were going to sell
224. 7:46something, they're here to learn. A lot
225. 7:48of them are here to buy just to make you
226. 7:50feel better about making the offer.
227. 7:53We're going to do this little transition
228. 7:54so that everybody says, "Hey, sell me."
229. 7:57And then you can feel better about it.
230. 7:59And that's great. I do do it for the
231. 8:01same reason. I to this day I still get
232. 8:02nervous when presenting an offer. I
233. 8:06don't know. I'm a human and I made 35
234. 8:07million with this. But I still I still
235. 8:10get nervous. So I still do this. So I'm
236. 8:12not talking. I'm saying this is real.
237. 8:15I'm I'm I feel the same way. I'm still a
238. 8:17for it because I shouldn't be nervous,
239. 8:19but I am. And so that's why I still do
240. 8:21this. So you make the offer, then you
241. 8:23give away the bonuses to strengthen the
242. 8:25offer. Then you go to Q&A. Q&A is where
243. 8:28you ask answer questions and you have
244. 8:30the opportunity to answer questions and
245. 8:33objections that you may have forgot to
246. 8:35put in this whole other map here. Okay?
247. 8:37And when you do that, well, you're going
248. 8:39to pick up sales. I one time uh did a
249. 8:42webinar with Anthony Morrison and we got
250. 8:44all the way to the Q&A. He did some Q&A
251. 8:47and we did 100 grand in sales and I
252. 8:49said, "I am not going to get off this
253. 8:51webinar until we do 200 grand." I was a
254. 8:53little I was young, crazy back then. And
255. 8:55Anony's like, "Bro, come on, dude.
256. 8:57Really?" He like literally said that to
257. 8:58me on the webinar. Nope. I ain't
258. 9:00leaving. And I sat there for the next
259. 9:02two hours, answered questions, overcame
260. 9:05objections, and got it to 200 200 grand.
261. 9:07He He's He's He texted me after. He's
262. 9:09like, "You're you're you're a lunatic."
263. 9:10And I said, "I know." He's like, "One of
264. 9:12the best converting webinars I've ever
265. 9:13done with a with a with a partner." I
266. 9:15said, "Well, that's because I'm a
267. 9:16lunatic." Now, here's the part where you
268. 9:18you probably been sitting here like,
269. 9:19"Dan, shut the hell up. I came on this
270. 9:21video because you promised this little
271. 9:23magical thing here and I've spent my
272. 9:27time explaining this. So, let's explain
273. 9:28this now. Okay. All you have to do is
274. 9:30put what I call an anchor. All right.
275. 9:34Now, an anchor is where in the first and
276. 9:37look an anchor can be 5 seconds. It can
277. 9:39be 10 seconds, 20, maybe 30, but it's
278. 9:42somewhere from 5 to 30 seconds. And it's
279. 9:45this anchor that when I come on a
280. 9:47webinar as a viewer, I'm like, "Hey, I
281. 9:50got other to do. Netflix is
282. 9:52calling. Heck, my wife might even be
283. 9:54feeling frisky today. I don't know if I
284. 9:57should be on this webinar. Maybe I
285. 9:58should go." But then I see something
286. 10:01that literally attaches an anchor to my
287. 10:04belt and I'm like,
288. 10:07I can't go. This this really seems like
289. 10:10a webinar I should No, I got to stay.
290. 10:13Okay. wife's going to be mad at me.
291. 10:16Netflix will still be there. That's the
292. 10:17whole point of Netflix. I got to watch
293. 10:19this webinar, right? It's an anchor. So,
294. 10:22I'll give you an example. The anchor's
295. 10:23tough because you you need the proof,
296. 10:25right? Anch and an anchor is all about
297. 10:27proof. I threw up a screenshot of Stripe
298. 10:32and I had processed, you know, whatever
299. 10:33how many millions in Stripe. And it
300. 10:36wasn't just a screenshot. I was actually
301. 10:37logged into Stripe. So, when you got on
302. 10:39the webinar, immediately I was like,
303. 10:43"Look at all this money.
304. 10:45This is real. I'm clicking it. Here,
305. 10:47I'll refresh the page so you know I
306. 10:48didn't mess with it." Guys, I know how
307. 10:51to do stuff with Facebook ads. Let's go.
308. 10:53Like, it was just as simple as that. But
309. 10:55most people, what they'll do is even if
310. 10:57they have that result, they'll wait
311. 10:59until like here
312. 11:03or here to do that. No, no, no, no, no.
313. 11:05The second you go live, hey guys, see
314. 11:08this screenshot right here? Hey guys,
315. 11:10see this right here? Like I don't say,
316. 11:11hey, where are you from? Oh, you're from
317. 11:12Texas. I don't give a
318. 11:15great gun and it's hot. What the do I
319. 11:18care? I don't care. You don't care.
320. 11:21Nobody cares. It's just someone someday
321. 11:23said you should ask where people come
322. 11:25from, what their city is. And I get it.
323. 11:27It's to show that you're alive. But
324. 11:29fine, do that later. Anchor them first.
325. 11:32anchor them because they they want to
326. 11:35leave. It's free. Now, if you do a paid
327. 11:37presentation where you're charging for
328. 11:39this, well, then it's different. They're
329. 11:40going to stay because they paid. Then
330. 11:42you can kind of suck at the beginning
331. 11:43and they're still going to stick around.
332. 11:45But I highly recommend you do it anyway.
333. 11:47So, what are some good anchors? If you
334. 11:49if you sell real estate, okay, start
335. 11:52with a picture of a house with you with
336. 11:55a sledgehammer in it. Hey everybody, see
337. 11:58this picture right here? this house a
338. 12:01month before I bought it for this price.
339. 12:03I came in, we spent this much and look
340. 12:06and then switched to a a wire. This is
341. 12:09what we made on it. This is one of
342. 12:1215 deals that we've used this method
343. 12:14with, right? Or let's say you do weight
344. 12:15loss. Boom. The very first screen should
345. 12:18be before and after pictures. Or if it's
346. 12:20a money thing, boom. I'll give you an
347. 12:22example. I had a a webinar for a AI
348. 12:25software I had and I literally had a
349. 12:28screenshot of like dozens and dozens and
350. 12:31dozens and dozens of $500 and $1,000
351. 12:35payments. And I said, "You see these
352. 12:37payments right here?" Like the first
353. 12:38words I said were, "You see these
354. 12:39payments right here? You see these
355. 12:41payments right here? These are payments
356. 12:43I got paid for work that I did not do."
357. 12:46What do you mean you didn't do it? What?
358. 12:48I had AI do them. these are copywriting
359. 12:50jobs that I used AI to write the copy
360. 12:53for and I got paid by the client and I
361. 12:55never even never wrote a single word
362. 12:56myself and I'm going to show you how to
363. 12:58do that on this webinar. And they're
364. 12:59like, whoa. Okay. And so you need to
365. 13:02show customer testimonials right in
366. 13:06their face right away your results, but
367. 13:09make it tangible. Don't just show a
368. 13:11screenshot of money you made. Log into
369. 13:14your account, move things around,
370. 13:16refresh the page. If it is a a a house,
371. 13:20don't just show a picture of a house.
372. 13:22Show a picture of you in the house and
373. 13:24then next to it an actual wire
374. 13:26transaction. Block out whatever you need
375. 13:28to block out. But boom. Okay. If it's a
376. 13:31a divorce offer, let's say you you were
377. 13:33nearly getting divorced with your wife,
378. 13:35you saved your marriage, and now you
379. 13:36have some sort of marriage coaching
380. 13:37offer, right? Have a picture of you and
381. 13:39your wife in the mediation room in
382. 13:42court. Or maybe the maybe if you got the
383. 13:44letter from let's say your wife filed
384. 13:46for divorce. You get the letter that
385. 13:48says you know divorce you're served but
386. 13:51then you you fixed it and you got your
387. 13:52family back. Okay. Literally the very
388. 13:54first screen should be that divorce
389. 13:57notice. You see this paper right here.
390. 14:00In 2018
391. 14:03my wife served me with divorce and said
392. 14:05she would never speak to me again. You
393. 14:07see this picture here? This was taken
394. 14:09last weekend at the Chuck-E-Cheese fair
395. 14:11with our kids and blah blah blah blah
396. 14:13blah. Now, you're probably wondering how
397. 14:15I got from point A to point B because
398. 14:18maybe, just maybe, you are either at
399. 14:20point A or you're afraid to be at point
400. 14:22A very soon. That's why you're on this
401. 14:24webinar and that's exactly what I intend
402. 14:26to deliver. So, stick around. Bam. You
403. 14:29add that anchor and now all this stuff,
404. 14:33not only do they stay, but they pay more
405. 14:35attention. and they care more because
406. 14:37they're anchored to this information
407. 14:39here. If you do not do this, then as
408. 14:42they listen to this, they're thinking,
409. 14:45is it real? Do I really need to pay
410. 14:47attention to this? Uh, you know, how
411. 14:51serious should I take this? But when
412. 14:53they are anchored, they're like, I need
413. 14:55to take this seriously. This is real and
414. 14:59I need to watch this. And the more
415. 15:01people that think that when you make the
416. 15:04offer,
417. 15:05the more money you're going to make.
418. 15:07Period. End of story. Okay. Now, there's
419. 15:10other little tactics and techniques like
420. 15:13there was a webinar that I got 48%
421. 15:15conversion rate on and then the next
422. 15:16webinar I got 52% conversion on and I
423. 15:20did what I call the ethical shrill. Uh
424. 15:22I'll make another video on that. So,
425. 15:24make sure you subscribe. But this is
426. 15:25what you need to do. So, in the
427. 15:27description, I'll leave some information
428. 15:30on this and how you can get more help
429. 15:32with this. Otherwise, subscribe.