Author Archive for Joel Sanders

Websites Are Ruthless, Teleseminars Are Forgiving

Six seconds.  That’s how ruthless people are when they visit your website.

The numbers tell us that if you don’t grab a visitor and pull them in within those six seconds, they’re gone.

Compare that to a teleseminar: when somebody decides to come to your teleseminar or webinar, mentally they are scheduling 60 to 90 minutes in their minds.

Since they’ve decided in advance that they’re going to be there for that timeframe, they tend to be more forgiving. They give you more chances to engage with them.

And that’s good news for you: You don’t have to be a marketing expert to have success with teleseminars and webinars, you just have to know what you already know and teach it to the audience.

But there’s a time paradox with teleseminars and webinars. Because even though you get 60 minutes or more with the audience, it’s never enough time  to deliver everything the audience wants. And that’s precisely the reason teleseminars and webinars are more effective at selling than anything else.

There’s Not Enough Time (to get everything they want)

And this is where all the magic is!

During your teleseminar, you need to give the audience everything you’ve got. And I mean EVERYTHING, your secrets, your tricks, your special sauce–EVERYTHING.

Now, some people say, “teach them what to do, but not how to do it,” because they don’t want you to give away your best stuff for free. I say baloney! Teach them what to do AND how to do it,  because there’s no way you’ll be able to teach them everything you know in 45 or 60 minutes.

And by giving the audience your very best tools and ideas, they see that you’re the “real deal,” and that you’re sincere in trying to do everything you can for them in the time you have together.

Remember, we live in a world where people demand PROOF before moving forward. So give them the proof!

So the magic is that you don’t have enough time during your event to teach everything. It’s that natural constraint that makes presenting an offer as a next step obvious and easy to do. It’s why you don’t have to have some big sales pitch with all the pressure that comes with delivering a sales pitch…a teleseminar or webinar’s next step can–and should–be presented in a matter-of-fact, easy-going manner.

Acknowledge that an Offer is Coming Early

It’s also important to acknowledge early on in your call that a next step–an offer–is coming. I do it when I present my agenda early on in the call. The offer is labeled, “Taking the Next Step,” and I describe it this way:

“Then I’m going to give you my 60-second pitch…”

And I keep my promise to only deliver a 60-second pitch. That way the audience knows that there’s 59 minutes of learning and just 1 minute of selling. You may or may not be able to keep your own offer that brief, but you get the general idea: let the audience know that this session is about real learning.

It’s also important to let them know that you’re going to give them everything you’ve got in the allotted time, and that you’re not holding anything back. That way when the offer does come, it’s clear to everyone that you are truly the expert you promised to be, and that there is way, way more to learn for those willing to take the leap.

I find that just acknowledging up-front that I’ve got an offer coming allows the audience to relax. They let down their guards and just  take in the learning, which is exactly what I want them to do. Everybody knows that people don’t just speak for free, right? Nobody makes a living that way.

It’s also a good idea to hold out a juicy piece of training until the end that you know the audience will want. When I do my training calls, I promise to teach, “how to build an email list from scratch” at the very end of my calls, along with one or more free gifts like a downloadable report or other tool. So it’s just a little extra incentive to stick around and pay attention.

So a quick summary of the “Time Paradox of Teleseminars and Webinars”

Teleseminars and webinars give you enough time to build trust, but they also have a natural constraint, because there’s not enough time for you to teach everything the audience wants to know. Which makes it natural for you to make an offer to get the audience take that next step with you.