MY EMAIL MARKETING EMPIRE: MODULE 7 1

MY EMAIL MARKETING EMPIRE: MODULE 7 1

My Email Marketing Empire Module 7: Big Paydays with WEBINAR PROMOTIONS Welcome to Module 7. In this module, we re going to be talking about how to have big paydays in your Email Marketing, with Webinar promotions. What we ll be covering: Why Webinars? Why are Webinars so effective when using them along side your email marketing? Webinar Conference Systems - I m going to review the main Webinar conference systems. Metrics - We re going to talk a little bit more about Metrics. Setting Up Your First Webinar - I m going to show you how you can set up your first Webinar and how you can build your Webinar outline. Case Study: Email Promo for Webinar - Then I m going to show you a Case Study on how you promote Webinars with Email Marketing to get as many people on the Webinar as possible. Why Webinars? First off, let me define what a Webinar is because not everyone knows. A Webinar is really just like an online workshop where you can have people from all over the world listen to you through their computer speakers. They can also call in on the phone, and you have the ability to share your computer screen with them. MY EMAIL MARKETING EMPIRE: MODULE 7 2

In other words, I m here in Australia, and I can have people all around the world in America, China, wherever, listen to me and watch my computer screen on their computer screen at the same time. It s an event. It s not like a video. It s an actual event that people have to register for. Some people call them Online Workshops, but the technical name is Webinar. They are really a quite recent innovation in the Internet Marketing world. They re only a few years old and more and more people are using them. You can have really big paydays with Webinars when you know how to do them right. The main reason I m using this module to talk about Webinars, even though this is a course on Email Marketing, is because they to go hand-in-hand so well. With your Email Marketing, it s really only one communication channel. You don t want to define yourself as an Email Marketer. You want to define yourself as a Direct Response Marketer who uses email as one of many mediums to market to their list. Even though Email Marketing is very effective, if you can combine it with other communication channels, you ll get many more sales and will create a much stronger bond with your list. For example, you can combine it with Webinars, video, online video, audio and a lot of Internet Marketers these days are also doing old-fashioned Direct Response Marketing. They will actually send a package in the mail. It s not just on the Internet these days. If you can actually get someone s address, for instance, if they buy something and they have to fill out their physical mailing address, if you can actually mail something to someone s address, you re going to stand out above any other Internet Marketer who is also marketing to them. Very few people are mailing to someone s address. Obviously you would have to look at your metrics, and you wouldn t do that for everyone on your list. You d have to identify the buyers on your list first, but if you can do that, it s going to really help you grow your business. MY EMAIL MARKETING EMPIRE: MODULE 7 3

What we do with Email Marketing, or any sort of Direct Response Marketing, is we re trying to build our own list of fans. A list of customers that buy from us for the rest of their lives, ideally. And really what it s about is extracting as much money out of your list as possible. I realize that that may not sound very good, but if you can get as much money as possible out of your list, it s actually better for your list. The more money you have coming in, the more resources you have at your disposal for them. You can create better products. You can get people to join your business and you can actually build up your own team so you can do a lot more. The top Internet Marketers these days, such as Mike Filsaime or Rich Schefren, all of these guys are not just one person. They re not just a One-Man Band. They actually have large teams helping them grow their own brand. They have their resources to do that because they think of what they do as a real business. That s why it s your duty to get as much money out of your list as possible. You can grow a real business that way. That s why you want to use as many communication channels as possible. Webinars are extremely effective. Because something like Email Marketing has its limits. Let s say you re promoting a product and it s a high-ticket item that costs between $2,000 - $3,000 or more. Sure you can get sales with Email Marketing promoting products like that, but I can tell you that it s a lot easier to sell a $2,000 product on a Webinar. The main reason why is because a Webinar is really much more personal. They can hear your voice. They can see what you re showing them. There s Social Proof because there are lots of people on the Webinar listening to you talk and they know that. The reason we start off with Email Marketing is because we have to get someone s email address so we can market to them. It s much easier for someone to give you their email address, because it s really not that threatening. If we were asking for their phone number, or their physical mailing address, that s MY EMAIL MARKETING EMPIRE: MODULE 7 4

a lot more threatening. People will hold on to those personal details a lot more than with an email address. So, you start off by getting someone s email address, but then you want to create as many communication channels as possible. For a Webinar, you only need someone s email address to get them onto a Webinar. I m going to show you at the end of this module, an actual email follow-up to get people onto your Webinar. I really saw the power of a Webinar when I went to a seminar here in Perth, the city I m from, and this was about a year and a half ago. Even though it wasn t a Webinar, it was an actual live seminar, I saw the power of event-driven sales presentations. When I say event-driven, I mean people actually show up, they put it in their schedule and actually show up and attend. Just like a Webinar. So, I was at this seminar, and it was a Business Opportunity seminar. It went for about two days and there were lots of speakers in different niches. Some were in Real Estate, some were in Shares, some were in Personal Development. They were offering free content, but they each also had their own sales pitch for what they were selling. Some of these speakers were making a lot of money. They were making $30,000 or more in sales and that s just from a one-hour or two-hour presentation. There was one speaker there, and this speaker did more sales than any other speaker I saw. I calculated it, and he had done around $200,000 in sales. All together, he may have spoken for maybe 5 hours. That really just blew my mind at that point in time because I couldn t imagine how someone could make that amount of money in such a short amount of time. So, I started researching this whole seminar business. I wanted to learn it and just really see how they were doing it. As I was doing that, I started to notice that more and more of the speakers that were making this sort of money, were transitioning to Webinars. MY EMAIL MARKETING EMPIRE: MODULE 7 5

In the speaking business, you have to travel around to all of these different events and there are only so many people you can get to show up in a room. With a Webinar, people can attend your presentations and they don t need to leave their homes. They can watch from their own computer. It s much easier to get people to show up and it s much cheaper than renting out a hotel conference room. I realized that rather than try to get into the speaking business, which for me would be a little bit difficult because I m not much of a speaker, it would be much easier to make that transition and do Webinars. So that s really how I found out about Webinars, and I can tell you that the income potential of a Webinar matches the income potential of speaking. It s really all about leverage. What we do with Internet Marketing is all about leverage. For example, building a list. We can send out an email to 10,000 or even 100,000 people at once. We re trying to move away from this one-on-one exchange of time for money. In a normal job, most people are stuck in that mindset of trading their time for money. It s a one-on-one transaction. The only way you can make more money is to put in more time. With Internet Marketing, we have leverage. What we re selling doesn t really depend on us being there. It doesn t depend on us being there in front of someone one-on-one. With a Webinar, we can literally sell to 1,000 people at once. If you can really grasp that income potential, it s quite amazing. So again, why Webinars? Like I said, they re event-driven. You see, with your Email Marketing, you can promote a video that people can go along and watch. But let s say the video is for one hour and someone goes to watch that video and sees that it s an hour long. A lot of people aren t going to stick around for an hour. Some will, but a lot of them won t. MY EMAIL MARKETING EMPIRE: MODULE 7 6

They ll put it on pause and they might come back to it, or they might be at work and they ll say, Well, I don t really have time for this, I ll do it tonight, or I ll watch it tomorrow. In most cases, they don t ever come back. With a Webinar, they have to show up at a certain time. It s not like a video where they can watch it at any time. They have to be there at a specific time because it s not going to be repeated. So, that s really important. You can get a lot more people to show up and you can keep their attention. They can t just hit the pause button. It s a live event. Also, when you start promoting your own Webinars and doing your own Webinars, this has got to be one of the fastest ways to build an email list. This is especially important. If you re reading this right now, and you re just getting started and you don t have a list, then you want to pay attention to what I m about to tell you. With Webinars, people will register and will put in their name and email address on a registration page. You can actually collect their name and email address and you can import it into your Email Auto-Responder account. Here s where it gets interesting. Once you have your presentation, and once you have something of value to say on your Webinar, you can promote to other people in your market who have much bigger lists than you. So you can find someone in your market that may have 10,000 people on their email list and you can approach them and you can say, Look, I ve got this Webinar. It s a really great value. I m teaching on this particular topic. I would love to present this to your list of subscribers. Then you can actually give them the Webinar registration link and say to them, Just send out this email to your list. Make it as easy as possible for them, and if you re selling something, offer them half of your profits. You have to give them a reason for them to present your link to their list. They may even ask you for a larger share and it s actually going o be in your interest to do that. If you have to pay someone 100% of your profits to present to their list, it would be worth it because you re getting the leads and the leads have value. That s why MY EMAIL MARKETING EMPIRE: MODULE 7 7

it s so important for you to know your average customer value. How much is your customer worth to you, over their lifetime? Let s say that your average customer is worth $400. And let s say you approach someone in your market and you say, Look, I want to promote this Webinar to your list and I m going to give you 90% of the profits. And they say yes. You give up all of your profits, but you could have around 50-100 new leads and you ve calculated how much their worth to your business. So that s really important and I encourage you to use that strategy. Start to identify the main players in your market and think about why they would allow you to present to their list. You have to make it about them. There has to be a huge benefit in it for them. It s worth doing because you get the leads. You get to build up your list and remember, your list is your main asset and has a lot of value. Now, if you are going to use this strategy, here s an extra little tip. If you re using www.aweber.com, it s a little hard to import leads that you get on a Webinar straight into your www.aweber.com account. The main reason is because www.aweber.com is a little bit strict about that. There is another Email Auto-Responder on the market called icontact.com. I haven t used icontact myself, but I ve heard a lot of good things about it. Apparently, icontact allows you to import leads that are registered for a Webinar, straight into your Email Auto-Responder list. So that s a little tip if you re going to use that strategy. icontact will allow you to do that. Possibly my favorite benefit of doing Webinars is that it really forces you to create content. If you re promoting a Webinar to your list and you have people registering for that Webinar, you re accountable to your list. Now you have to get it done. You have to create content. As you re doing your Webinars, you want to record them at the same time. You can use something like Camtasia to record the Webinar and at the end of it, you have a video. MY EMAIL MARKETING EMPIRE: MODULE 7 8

I just want to show you how I ve used this in my own business. Let s go and have a look my blog. On my blog, I have this little section called Free Training Videos, and each of these videos goes for about an hour. It s on a lot of different topics and each video is actually a Webinar that I ve done in the past and that I ve recorded. I ve only started doing this quite recently, so I don t have as many as I should, but if you scroll down, you can see quite a few videos. Each one of them is actually very good content. Each one goes for about an hour. Now think about this from a Marketing perspective. If I m promoting something to my list and let s say I have someone join my list and they don t quite know me yet. They ve opted into one of my lead-capture pages only a week ago, so I haven t built up a relationship with them. Maybe they re not sure if I m the real deal. If they come to my blog and they see all of this content, what do you think that does? What it does is it positions me as the expert as someone they should listen to. Because here I am, in each one of these videos, I m promoting a Webinar to hundreds of people at once. MY EMAIL MARKETING EMPIRE: MODULE 7 9

And these hundreds of people, at the end of the Webinar are all asking me questions. Now I m an authority figure. I m the expert in this market. So, for someone that s just joined my list, this really benefits the relationship. It really puts me up there as the expert and someone they should listen to. That s why you want to record each of the Webinars that you do. Just use Camtasia to do it. It s not hard. Turn it into content or turn it into a product and use it to further develop that relationship that you have with your list. So as I said, it s really about positioning. When you get into business, you really have two choices. You can position yourself, or you can prospect. Most businesses are still stuck in the old way of doing it, the hard way, which is prospecting. For instance, they get started in business and they start doing things like coldcalling, or calling prospects to try to bring in new business. The people they re calling have no idea who they are. So, it s an uphill battle trying to make a sale to someone like that. Positioning is all about actually getting someone to come to you first. It s what we call Attraction Marketing. The way you position yourself so people actually come to you and want to do business with you in the first place, is by having great content or by doing Webinars. That s just an example of what you can do. By doing a Webinar, now you re positioned as the expert, as someone in demand, and you re not chasing your prospects. You can actually turn it around so that they re chasing you. As an example of this, there s an Email Marketer who I keep going on about named Ryan Deiss. Someone I respect a lot. Ryan Deiss doesn t just email. He also does videos, Webinars, audios, everything. He even does real live seminars. Ryan actually had a seminar in Texas. I m in Australia, and I actually flew into the states to attend his seminar. I will say that that event really strengthened my relationship with Ryan Deiss and how much I respect him. I saw him in person, I actually got to go and shake his hand and I saw that he was a genuine guy. MY EMAIL MARKETING EMPIRE: MODULE 7 10

So now when I m back home in Australia, and I m checking my email inbox, whenever I see an email from Ryan Deiss, I open most of them. That s actually very good for his business. That s why I keep saying you want to have as many communication channels with your list as possible. Creating Your First Webinar First off, you have to choose a Webinar service, which we re going to go through in just a moment. Then you need to create a registration page, and I m going to show you that too in just a moment. With your Webinar, you want to start off by opening Microsoft Word and just start typing about some particular topic. Now in my market, I m teaching people Internet Marketing, so I generate leads online. I m also in the online Network Marketing market. I create content which is all about those markets and about helping the people in those markets succeed. That s what I m selling - advice, coaching programs and the like. So I literally just start typing anything that comes to my mind. I choose one topic and I usually keep on typing until I have around four or five pages of good content. It doesn t have to be excellent. It doesn t have to be well-organized, but at least you have something on paper. Then what I do is convert that to PowerPoint. I literally copy and paste that directly into a PowerPoint presentation. Then what I do, is in my Webinar, I share my screen with my audience and record it with Camtasia at the same time. And as you saw on my blog, I then upload those recordings onto the Internet. I leverage everything I do. If I create a Webinar, it s not just a one-off event, I turn it into content, or I turn it into products that I can use forever. For example, the videos for this course are simply a PowerPoint presentation. I have my slides and to create the presentation, all I did was type something up in MY EMAIL MARKETING EMPIRE: MODULE 7 11

Word and I literally copied and pasted it into the presentation. You can do the exact same thing. Choosing a Webinar Service Now with your Webinar and choosing your own Webinar service, you have plenty of choices. There are quite a few out there, but here are some of the main ones: www.gotowebinar.com www.streamcast.com www.webex.com www.omnovia.com Personally, I use GoToWebinar. That s what I recommend. GoToWebinar is easily the most popular Webinar conference system out there, but it is a little bit expensive. I pay $100 a month to have GoToWebinar, but with GoToWebinar, you can have up to 1,000 people on a call at once. If you re using it to create products, then it s more than worth paying. Because you can use it, you can send it out to your list for each email that you do and it forces you to get products done. So, in my mind, it s more than worth it. Selling on Webinars What can you sell at your Webinars? Well, I m going to recommend that you focus mainly on high-ticket items. If you wanted to, you could sell $20 or $30 items, but really it s just as easy to sell a $200 item or a $300 item as it is to sell at $50 item. Some people even take it up a little. There are people that sell $2,000 items and people that sell items for a lot more on Webinars. You can do Affiliate promotions. For example, if you re an affiliate, and promoting something to your list, what you can do is, midway through that promotion, (let s MY EMAIL MARKETING EMPIRE: MODULE 7 12

say that you re doing a launch), you can invite people onto a Webinar, and you can make that Webinar all about that product that you re promoting. Now, you want to offer free content to get people onto the Webinar and to get them to listen in. At the end, you have your Call to Action and you tell them to go and buy through your Affiliate link. You can also offer your own bonuses, which I will show you in just a moment. An example of this was Jonathan Budd s recent launch. Jonathan Budd did a launch and I was promoting for it. Out of curiosity, I emailed Jonathan Budd directly and I asked him, Jonathan, how many people would I need to get onto a Webinar promoting your product, for you to come along and actually host the Webinar with me? He emailed me back and said that he would need about 200 people on the Webinar. Once you build up your list to a point where you can get 200 people on a Webinar, which is not bad, that s what you can do. You can start promoting these products as an Affiliate, and if you can get 200 people onto a Webinar, you can go directly to the creator of that product and you can say, I ve got 200 people on this Webinar, I want you to come along and help me sell this product, to offer some free content and at the end, help me sell it. That will really get you a lot of sales because you ve got the creator of that product presenting to your list. Once you get to that level, that s definitely something you want to be doing. The other thing that you can sell, and a lot of people do on Webinars, are coaching programs. Let s say you re in the Internet Marketing niche, and you want to sell your own coaching program. Let s say you were going to price it at around $2,000 per year. Included in your coaching program could be a weekly Webinar. A lot of people in the industry do just a weekly Webinar and they put a price tag on it from $2,000 up to $10,000 and beyond, depending on who they are and what level they re at in the business. But coaching programs tend to work very well. MY EMAIL MARKETING EMPIRE: MODULE 7 13

Business Opportunities In my own business, one of the things I m selling is a high-ticket business opportunity where it s $2,000 to get started. I have actually sold that directly on a Webinar. You ll notice that most of the companies out there, the Network Marketing or Direct Sales companies, that s how they actually sell their main business opportunities - on a Webinar, or on a video that plays at a certain time as if it s a Webinar. The other thing you can use it for, is really high-quality lead generation. So let s say you were promoting a high-end business opportunity and you said something like, you only want to work with 10 people in the next week. No more. You simply don t have time and you can only divide your attention between 10 people. You can then generate real high-quality leads by directing those people on the Webinar to a page where they can fill out a form with their details and why they want to work with you, why they think they re suitable for that program, and they can also put in their phone number. Then you could follow up with them individually and you can make many more high-ticket sales. You will have a much higher Conversion Rate if you could follow up individually than you ever would on a Webinar or with email or any other communication channel. You can also use Webinars to warm your list for a launch. Let s say you re promoting a launch in a few weeks and say this launch that you were promoting was a course on Facebook. You could schedule a Webinar about a week before that launch is due to begin and you can talk about how you re focusing on Facebook a lot more to generate leads. You can explain why, and what you re really doing there is warming your list, readying them for that launch. Now they see that you re focusing on Facebook and they see all of the benefits of it. Then one week later, lo and behold, there s a course that s going to teach them how to do that. MY EMAIL MARKETING EMPIRE: MODULE 7 14

Metrics We talked about Metrics in Module 3, but I just wanted to talk about them some more. You see with Webinars, you really have to pay attention to your metrics. Now, obviously, you have your Email Marketing metrics, and when you re promoting a Webinar, you re sending multiple emails to get people to register for that Webinar and to get them to show up. Deliverability. How many emails are actually getting delivered to your list. If you re using a good Email Auto-Responder, like www.aweber.com that s going to be pretty high. Open Rate. That s determined by your Subject lines in your emails. Some Subject lines are going to get you a 30% Open Rate, other Subject lines may only get you a 15% Open Rate. Click-Through Rate. This is very important. Getting people to click on that registration link and then to go and register for the Webinar where they have to leave their name and email again. A lot Marketers who are promoting Webinars, don t really pay as much attention as they should to the registration page. Let s say you promote an email to your list and you say, Click here to register for the Webinar and they click and go to the registration page. The copy that you have on the registration page, or the words, are very important because not everyone that goes to that registration page is going to leave their details. Typically, it s less than half. You can actually see the statistics in your Webinar account and you can see that if 50 people went to that page, only 25 left their details. Your attendance rate is very important. When you re promoting a Webinar, on average, you re only going to have about a third of the people who register actually show up. In other words, if I promote an email to my list, and let s say I had around 200 people register for that Webinar, on average, I would only have about 60, or 30% show up. MY EMAIL MARKETING EMPIRE: MODULE 7 15

You can actually boost that number up to even 60% if you do the Email Marketing right. That s why I m going to show you a case study at the end of this module and I m going to show you how to do that. Now when you get people onto a Webinar, typically your Webinar is going to go anywhere from one to two hours. You don t really want to go past two hours. That may be a little bit too long. But getting people to show up is not enough. You have to get them to stay on until the end. The only way you do that is by keeping them interested and by offering good content. So you have to think about this. Now, when you get people onto a Webinar, you can literally have around 30% or more that actually buy. That s a very high number. If you get 100 people to attend a Webinar, you can literally have 30 of them who buy the product. That s why when you hear about marketers that are able to do $50,000 or more on a Webinar, that s how they re able to do it. That s why Webinars are so powerful. Because people can hear you, they can see it on their computer screen. It s very interactive and it positions you as the expert because they know that they re not the only ones listening to you. When you re positioned as the expert, it s a lot easier to get more sales. So you can have Conversion Rates as high as 30% if you re doing well. Now to put that into perspective, let s say you have a sales letter online and let s say that you re sending traffic to that sales letter. Typically, you might only have a conversion rate of 0.5% - 2%. If you were getting 5% conversion on a sales letter, you would be doing extremely well. So that sort of puts it into perspective. So when I say that you can get up to 30% sales conversion on a Webinar, that s why Webinars are so powerful. Now after you do the Webinar, you always want to follow up because you can get a lot more sales that way. That s why I recommend, if you are going to do Webinars, the best day to do them is on a Tuesday. Doing them on a Tuesday allows you the time to follow up with people later in the week. MY EMAIL MARKETING EMPIRE: MODULE 7 16

Wednesdays and Thursdays are better than Fridays for following up. On Fridays, people are generally getting ready for the weekend. But if you do your Webinars on a Tuesday, you have those next two days to follow up. If you do a Webinar on a Friday night, for one, a lot of people aren t going to be home to watch it, for two, you really don t want to be following up on a Saturday or Sunday. Tuesdays in my experience are the best days. Webinar Outline Here s how you want to plan your Webinar. You want to start out by telling people what you re going to be talking about, just like I did at the start of this module. I showed you the different topics that we re going to be talking about and you always want to do that. You also always want to tell your audience when you re planning on finishing. Let s say that you re starting at 9 p.m., their local time. You want to tell them at the very start, how long the Webinar is going to be. You can say something like, We re going to be going through until about 10 p.m. tonight. You don t want to leave it open-ended because you don t want your Webinar to go on and on. When people are sitting there listening to your Webinar and they don t know when it s ever going to finish, it s distracting to them. If they re thinking in the back of their minds, When is this going to finish? Is it going to go to 11 p.m. or 12 a.m.? Is it going to keep on going?, that s distracting them. You want them focused on the content because when you re selling something on a Webinar, you want them focused on that whole sales process. You don t want any distracting thoughts going through their head. So you tell them when you re planning on finishing. Now, if you re promoting to someone else s list, like I said before, if you approach other people in your market and you say, Look, I ve got this Webinar, I d love to present it to your list. Here s what it s about. I think it would really benefit your list. I m also willing to pay you 80% commissions on any sales I make. If you go to someone else s list, they don t know you yet, so you have to introduce yourself. So you want to have your own little background story. It might only be MY EMAIL MARKETING EMPIRE: MODULE 7 17

about 5 or 10 minutes, but what I recommend you do is, have some photos. Often, you will see a lot of Marketers use photos to make themselves sound more personal. They may even include photos of their family just so the people listening know that they re a real person and there s a personal connection. So you want to have your little background story ready, especially if you re presenting to people who don t know who you are. Now the main body of your Webinar, this is the bulk of our presentation, if you re selling something, you want to have useful, but incomplete information. You don t want to give it all away because then there s no motivation to buy. You do want to offer some content. You don t want to just have an hour of selling because then people aren t going to be motivated to show up to Webinars in the future. Just remember not to give it all away because that s what your product is going to do at the end. So when you get to the end and you have that final Call to Action, you want to leave some things open-ended. You want them to get the product for the whole solution. When you re doing the main body, you want to identify the main problems that your product is going to resolve. Let s say I was promoting a course on Facebook Pay-Per-Click to my target market and I was telling them how they can generate leads on Facebook. I would give them some content, I would show them what I m doing in my business, but I would save the best for the product itself. As I got toward the end, I would outline all of the benefits of my product, what it s going to do for them and then I would transition into that final Call to Action. Really what your Webinar is doing is building up value for the product at the end. What you do is build that price up to something like a $2,000 value and then sell it for something like $300 at the end. If you look at all of the best launches, that s exactly what they do. They promote their product in that particular sequence and they build the value as they go along. They build it up to a point where it really has an insane amount of value, like $20,000 and more. Then they say something like, You can get it MY EMAIL MARKETING EMPIRE: MODULE 7 18

today for $2,000. After that, it doesn t look as expensive. If you don t build up that value, $2,000 will look like a lot more. At the end, during the final Call to Action, the best thing to do to really increase sales is use some kind of Scarcity technique. I ve done Webinars before where I didn t have any scarcity and they didn t sell very well. For instance, you can offer a fast-action bonus. You can say that the first 5 people to take action will get one hour of your time one-on-one, or something like that. You want to have different levels. So you don t just do it for the first five, you might want to do it for the first ten or the first 20. Here s another tip. Don t go overboard with Scarcity. If you re promoting something as an Affiliate and there are Upsells in place, in most cases you re going to get commissions from those. If you offer a fast-action bonus to people, and tell them that they have to be one of the first few to order, when you have 200 people on a Webinar, what are people going to do? They re going to go to that Affiliate link that you have on the screen in front of them, and go straight to the order form. Because they are in such a rush, they re going to skip through that Upsell process and just buy that first product as quickly as they can. That will hurt your bottom line. You want them to take their time. If they have to watch a 20-minute video, in the Upsell process, you want them to sit there and watch it. That s why, when you re promoting something on a Webinar, what a lot of the good marketers do, is they say something like, You have until midnight tonight to order. So if they re doing a Webinar at 9 p.m., they have their Call to Action closer to 10 p.m., at the end of the Webinar. They say, You have until midnight to order in order to get all of these extra bonuses. That gives your target audience a little bit more time to go through the Upsell process and that really builds the customer value for you. Also, when you re doing Webinars and you re using PowerPoint, just as I do, try not to read everything on your PowerPoint slides. It s ok if you do it when you re MY EMAIL MARKETING EMPIRE: MODULE 7 19

first getting started, but try to use your slides as prompts and then just expand on each point. The best thing about using PowerPoint is that you can see what you re saying, so you know what you have to say next. You don t have to remember a whole onehour presentation in your head. You can always make it up as you go along and you have your PowerPoint slides prompting you on what to say next. Interest. The key word in Webinars is interest. You have to keep your audience interested throughout the whole Webinar because if they re not interested, they re going to leave, or they re going to be checking their email at the same time. If you have your PowerPoint slides in front of them, you want them focused on your slides and you don t want people checking email or chatting with someone on Facebook. You have to find a way to keep it interesting. With the GoToWebinar conference system, at the end of the Webinar, you can actually log into your account, and you can actually print reports. Some of those reports actually give you an Interest Rating. What GoToWebinar does, is they can somehow tell when people are watching your presentation, or if they re checking email or if they re on Facebook. You can actually monitor how many people are paying attention to your Webinar and you want to work on improving that number over time. Perpetual Webinars This is an advanced technique, but I wanted to let you know about this. If you re just getting started, you might not want to try to do this just yet. You might want to first just start by doing your Webinar. If you re currently doing Webinars, and you re finding yourself doing more and more Webinars, and they re taking up a lot more of your time, this is possibly one of the greatest innovations in the Webinar business. MY EMAIL MARKETING EMPIRE: MODULE 7 20

Rather than showing up and presenting a Webinar every single time, you can record a Webinar and turn it into a video. You re able to host that video on a web site so that it only plays at a certain time. It s placed on auto-pilot as if it was a real, live Webinar. More and more Internet Marketers are using this technique because for one, when you re presenting a Webinar in a live environment, you re sometimes going to make mistakes. If you can record the Webinar first, then you can edit it. You can then use Perpetual Webinars and have it play on auto-pilot. You can get it as near perfect as possible. Personally, I use this in my own business, and in just a moment, I m going to show you where. You don t want to try to set it up yourself because it s a little bit complicated. It s really easy just to pay someone overseas to do it for you very cheaply - like literally less than $100. You can go to sites like Elance.com or Odesk.com and you can hire a programmer to do it for you. If you don t know how to do outsourcing, you can check out my other course, MyOutsourcingEmpire.com. That course will teach you how to do it What you want to do, though, is record something. Do it with Camtasia. Record it. Turn it into a video and then start playing it on auto-pilot at least once per week. That can be a great way to get people that are new to your list, to buy their first product and to add to your sales. I want to show you an example of this. This is one of my pages and this is what you would call a Perpetual Webinar. I set this page up and this is one of the ways I m turning prospects into customers. You can see here that this particular presentation is due to start in 2 days, 1 hour and 59 minutes. This countdown is a neat little trick because when people come to this page and register, they can see when the Webinar is due to start. There s a photo. That s important. They can see me. As I keep on saying, you want to have multiple channels of communication. They can see a photo of you or a video. That makes you a real person to them. You re not just someone that is sending them emails. MY EMAIL MARKETING EMPIRE: MODULE 7 21

I have this Webinar scheduled to begin in a couple of days, and it s actually going to begin on this page. When the countdown actually gets to all zeros, the Webinar will start. This plays every single week as if it was a live Webinar. You may notice along the right side there that I have Webinar Update: Be sure to stay on until the end of the Webinar because that s when you ll find out how you can get a $1,400 training package from Matt Lloyd absolutely free. You can see what I m doing there. I want to keep them interested until the very end for my final Call to Action and bonuses. Another little trick that I can recommend is, I have a link under the timer that says, Click here to convert to your local time. That s very important because as you build your list, you re going to have people from all over the world in different time zones. If I send out an email saying that this Webinar is due to begin at 9 p.m. Australian Eastern Standard Time (AEST), someone in New York is not going to have any idea what local time that is for them. MY EMAIL MARKETING EMPIRE: MODULE 7 22

The web site I use to convert time zones is called WorldTimeServer.com. I ve set it up so that when people click the link on the Webinar page, it converts to whatever time zone they re in. It could be Russia, it could be the United States, it could be any country in the world. One click of the mouse and they can convert that time to their local time. Having a countdown is a great tool. People will know when it s due to begin and it s an event. Perpetual Webinars are really just videos, but they re ten times more effective than just having a video out there with no schedule. Because it s an event, people will actually put it into their calendar. They actually shift their plans around to attend your Webinar. They know they re not the only ones listening in. At the end, you can announce your bonuses, use Scarcity and you ll get a lot more sales that way. Perpetual Webinars are definitely the way of the future. Another good little tip is to use a form at the bottom of your registration page (as seen below). For instance, someone may have a question, and that question is keeping them from buying. On a live Webinar, I could open up the lines and answer their questions there and then. On a Perpetual Webinar, because it s actually a recording that s set to play at a specific time, I can t answer their questions live. I had my programmers install this form so people can type in their questions or comments and it s forwarded to my email inbox. Then, I can actually contact them directly, answer their questions or concerns and make more sales that way. MY EMAIL MARKETING EMPIRE: MODULE 7 23

Once you start doing Webinars, I recommend that you do your first few Webinars live. After that, you definitely want to look into doing Perpetual Webinars. They re extremely effective and the good thing is, you can literally start making sales while you re sleeping. It s all about automating your business. One more tip regarding Perpetual Webinars is to record a live Webinar, then set that to play as your Perpetual Webinar. The reason you would do this is, when you re doing a live Webinar, because you have an audience, you tend to do a better job than if it s just you recording a video. Setting Up Your First Webinar I want to walk you through setting up your first Webinar. A lot of people think it s more complicated than it actually is. It s really simple. I m going to use GoToWebinar.com to set up the Webinar. I ve been using GoToWebinar for two years and have had very good results with it. MY EMAIL MARKETING EMPIRE: MODULE 7 24

So let s see how you do that. Here we are at GoToWebinar. It s actually called GotoMeeting, but GoToWebinar is another branch. It s the same company. Again, this service is more expensive than most. It costs $100 per month. You can get a cheaper version of it, but you won t be able to have as many people on the Webinar. If you want to have a Webinar where you can have as many as 1,000 people on the line, GoToWebinar will allow you to do that. To start, click on My Webinars, then click on Schedule a Webinar. MY EMAIL MARKETING EMPIRE: MODULE 7 25

Next, you want to think of a Webinar name. Enter a name for whatever topic you re talking about here. Then type in a description. This information will be used to create a registration page, so you want to put some thought into it. Remember your metrics. One of the main metrics is how MY EMAIL MARKETING EMPIRE: MODULE 7 26

many people go to that registration page and actually register. It s usually it s less than half, so you want to put some thought into the words you use. Because of time, I m actually going to choose an old Webinar that I did. I chose the Webinar for How to Get 24+ Leads a Day. The title says, How To Get 24+ Leads/Day For Your Network Marketing Biz Using the Internet and Recuit New Reps on Autopilot. MY EMAIL MARKETING EMPIRE: MODULE 7 27

You want to put some thought into the title. For instance, this presentation is actually targeting struggling Network Marketers. I knew that one of their major sources of pain was the fact that they weren t getting enough leads. I knew that if I did a presentation that showed them how, a lot of people were going to show up. Also, the second part of the title, and Recruit New Reps on Autopilot, is really what they all want. That s what people in the Network Marketing industry really want to have. They d love to be able to recruit new reps on auto-pilot. That s really the dream. To be able to take a whole day and just sit on the beach and let your business grow. Just to appease your curiosity, if you want to know what that Webinar was about, I was actually revealing to them the Perpetual Webinar. That s how you recruit reps on auto-pilot. Now in the description, it says, NOTE: Call starts 9 pm AEST tonight (Monday). To convert to your local time, use the Show time in my time zone link down below. You always want to say that, because as I mentioned before, there are always going to be people on your list who aren t in your local market. If they have to think about what time that s going to be for them locally, most of them aren t MY EMAIL MARKETING EMPIRE: MODULE 7 28

going to do it. You want to remove that stumbling block and just tell them, click on the link below. Then I go straight into the benefits. I say, Here s a list of what you re going to learn on this call. The first benefit, How to use the internet to start generating up to 24+ cash in hand leads/day. (Hint: If you want to become a top producer, this is the sort of lead volume you need to be producing). The second benefit, The one simple tool you can use to put 94% of our recruiting process on autopilot (so you can spend more time living the lifestyle your home business was meant to provide.) A few points about that 94% - you want to use exact numbers. You don t say 90% or 80% and round off. You use exact numbers. It s more believable that way. Also, you want to include the benefit of the benefit. For instance, people aren t going to come to the Webinar to find out the simple tool. They don t want the simple tool itself, but rather the benefit of the simple tool, which is living the lifestyle. You always want to relate it to the real benefit. Next benefit, How to make 4 5 times more money from your leads even the ones who say, No thanks to your Network Marketing business. (only the top 3% in our industry are doing this right.) There, I m using the curiosity factor. I m not telling them what it is. They have to attend the Webinar in order to find out. If you re wondering what that is, I was talking about using a funded proposal. A funded proposal is when you re selling products to people outside of your Network Marketing opportunity, so you have money coming in even from people that don t join your business. Next, How to create multiple streams of income by offering your leads the two things they really need and want. (they ll be thanking you while they send you more money). Again, I m not revealing what it is, they have to attend the Webinar. Next, A simple strategy I ve used to make up to $1,070 per day (again, I m using exact numbers) for an entire week straight, that took less than $30 per day of MY EMAIL MARKETING EMPIRE: MODULE 7 29

real work (once you see how simple and easy this is, you ll be kicking yourself for not have been doing it.) You can see all of the benefits there in the description. I ve probably gone a little bit overboard, but I haven t really given anything away. To find out what the benefits are, they have to come to the Webinar. You want to have at least three or four benefits, but not too many. Then I use Scarcity. I say, We only have 200 spots available on the call over 1200 invites have been sent out. That s actually true. At the time, the particular plan I had with GoToWebinar only allowed 200 spots. If you re willing to pay a little bit more, you can get up to 2,000. At that time, I sent invites out to a segment of 1,200 people on my list. When they re reading that, they re thinking, 1,200 invites have gone out, there are only 200 spots available, I better register right now. Then you want to put in the time that the Webinar starts. You want to start promoting your Webinars about 3 days before they re due to begin. If it s a really big event, you may want to start promoting it a week in advance. So, you would choose a date. This is very important. I can t tell you the number of times I ve accidentally chosen the wrong date. I ve invited my whole list and then had to go and cancel the Webinar, which doesn t look good. You also want to make sure you have the right time zone. For instance, if you re in Sydney, and want to schedule the Webinar for 9 p.m. Sydney time, make sure you choose Sydney as the time zone. By default, it might be on another time zone. MY EMAIL MARKETING EMPIRE: MODULE 7 30

So, let s say you had a coaching program where people pay you $2,000 to belong to your coaching program for a year. As part of the program, they get to attend a Webinar that you host once per week. You could use the recurring feature and select the Weekly option. In this case, because the Webinar did not repeat, I selected Does not recur. We want to make the Webinar so that they can attend via their computer, but can also listen on the telephone, so I m going to click on Both. Then I m going to click on Save and Continue. And we re almost done. MY EMAIL MARKETING EMPIRE: MODULE 7 31

Now, we can actually customize the registration page. If you have your own logo, you can upload your own logo here, or you can choose one of their themes. I usually just choose Basic. Also, I always try to upload a photo of myself just so they can see that I m a real person. In your marketing, you always want to come across as a real person. You have to have to have photos and videos of yourself. It just strengthens the relationship with your email list. MY EMAIL MARKETING EMPIRE: MODULE 7 32

At the very bottom, you can see that it says, When attendees arrive, show them this welcome message. You can type in a message here so that when people log into your Webinar, they re seeing this on their computer screen. I always say something like, Hi, welcome to the call, thanks for coming. At the end, feel free to ask any questions you might have. That makes them feel more welcomed. Next, I m going to click on Save and Continue. This next part is very important. Let s say that you re in the Network Marketing industry, or you re trying to sell a coaching program. You want to be able to follow up on the phone with these people after the Webinar. You re going to have a certain percentage that buy on the Webinar, maybe 10%, which means that 90% won t. If you can follow up with that other 90%, you can really increase your sales. What you can do is select, Phone, then select Required. This will make it so that they are required to enter their phone number on the registration page. If you want, you can also make it optional. Some people aren t going to be comfortable putting in their phone number, so they re not going to register for your Webinar. It really depends on what you re trying to get out of it. MY EMAIL MARKETING EMPIRE: MODULE 7 33