The key to the teleseminar marketing model is that it’s a disappearing opportunity. Unlike a recording, which can be listened to “at some point in the future,” a live teleseminar gets onto your potential clients’ calendars. They have to schedule it, or they miss out.
Since getting onto somebody’s calendar is key to getting them into your program, who are the people most likely to schedule your event, and why?
The answer is counterintuitive, and I’ll get to it in a minute. But big clues are found in your potential clients’ state of mind. Specifically, it’s their level of intention that matters most: their intention to fix the problem that your teleseminar addresses.
The definition of intention is: “The determination to act in a certain way.” So when the title of your teleseminar lands in someone’s inbox (or Twitter or Facebook feed), some part of their consciousness wants to act on it to improve their lives.
Understanding the varying levels of client intention makes it easier to understand who shows up, who buys, and why.
The lowest level of intention is unconscious. Objectively speaking, these people may have a very serious problem that your program could resolve. But if they’re unconscious about it, it doesn’t matter: your chances of reaching unconscious prospects right now are essentially zero.
The best you can hope for with unconscious prospects is to move the problem into their subconscious minds.That’s one reason it’s important to continually make noise by sending out emails, tweets, and Facebook posts about your teleseminars. Every time you make noise, some percentage of unconscious potential clients get shaken out of their stupor and awakened to new possibilities.
Even if they delete your emails without reading them, they still see the title of your program in the subject line and that it’s from you. That might be just enough to stir something deep inside that says, “we gotta fix this problem.” So for unconscious prospects, your teleseminar announcements are like planting seeds for future harvest.
The next level of intention is subconscious. At this phase, potential clients know that something is important, but it bubbles in and out of consciousness. That means that they also haven’t decided to act yet.
When your teleseminar title reaches someone who’s subconscious of the problem you fix, you have about a 50/50 chance of reaching their conscious minds. That doesn’t mean they’ll necessarily show up to your event, but at least you have a shot.
If they’re in the wrong state of mind when they see your event title or subtitle, they won’t react at all, because the problem is buried too deep. At that moment, other issues are bubbling in their minds: other priorities, and other opportunities.
The next phase of intention is conscious intention. When you’re conscious of having a problem, it doesn’t necessarily mean that you’re ready to act on it, but at least you’re aware of it. Someone who is conscious of the problem you fix will almost certainly read more about your teleseminar when they see the event title land in their inbox.
Procrastinators: The Ideal Teleseminar Clients
And that brings us to the next phase of intention and your ideal potential clients: the procrastinators. I know that’s counterintuitive, so hang with me here.
Procrastination is actually a HIGHER level of intention than conscious intention, because in the procrastination phase our minds are actively resisting the call to do something. We’ve already committed to fixing the issue…maybe in a big way and with great fanfare (think: broken New Year’s resolutions).
If you’ve ever committed to getting in shape and not acted on it, what happens when you drive by a 24-hour fitness or yoga studio? That emotional feeling of stress or anxiety is procrastination at work.
Procrastination is a state of being where our emotional selves keep bringing an issue into consciousness, but then our rational selves de-prioritize it. We talk ourselves out of it. In our minds, we’re not delaying it forever…we’re just delaying it “right now.” Typical reasons include, “we’re too busy,” “it’s not the right time,” and so on. My guess is that you could add to this list—in fact, you may be an expert in procrastination!
Procrastination is a strategy our conscious selves use to keep demoting something we’ve also consciously made a priority. And that creates tremendous emotional conflict that can come out at as stress, anxiety, and even depression.
Instant Teleseminar customer Sam Bennett describes procrastination brilliantly in her book, “Get it Done: From Procrastination to Creative Genius in 15 Minutes a Day.”
“Procrastination is Genius in Disguise. The pain caused by procrastination reminds you that your projects are important to you. Procrastination is your friend, tapping you on the shoulder and saying, ‘Hey, remember that idea you had? Remember how much you cared about it?’ And pretty soon that voice is not just gently urging—it’s nagging. Loudly.”
That’s why getting your message in front of someone who is in the midst of procrastinating on your problem is ideal. You bring up the problem–which is stressful–but you also offer a solution. And it’s an easy solution, too: “In this 90-minute call, you’ll learn…”
So your teleseminar makes it easy for the rational selves of your would-be clients to say, “yeah, I’ve got 90 minutes to tackle this.” In other words, you give the procrastinators an excuse to get something on their calendars. That something just happens to be YOUR thing: your signature talk.
There are much higher levels of intention, of course. For example, people are are actively working on a problem are far more committed than the procrastinators. While at first glance it might seem like the active workers are a better target, think again. People who are actively spending time fixing a situation can be more difficult to persuade.
For these people, a significant part of their lives is already dedicated to the issue your teleseminar addresses. So in a sense you’re competing for their attention with some other program or system…even if it’s one they designed themselves, and even if it was poorly designed.
Then there are those who who have spilled over into fanaticism, and those who have reached the intention levels of mastery and teaching. But that would require a whole other blog post just to scratch the surface.
So while getting these higher-level people into your teleseminar programs can and will happen, focus on the procrastinators. Your 90-minute talk could be exactly the nudge they need. Ultimately, whether or not they give themselves the gift of your program comes down to whether or not they answer procrastination’s call.