$35M/mo Info Product Strategies No One Talks About

[Applause] how's everyone doing all right if you if this is the first time you've been on one of my talks I'm going to need a little more energy out of you so I'm going to try that one more time how you guys doing today thank you thank you I know it's the last session uh which is lucky because that means there's less people here which means there are less people who are going to take the information that I'm going to give today uh and go use it so you guys are going to have a competitive Advantage by the end of this talk on everyone else in this conference so she's kind of already told you but I'm going to talk to you today about how we sell 35 milon per month in info products uh with three strategies you've never heard of so here's kind of how I'm going to do the presentation I only have 30 minutes so I might move kind of fast so we can have some time for questions at the end uh but first half I'm basically going to walk you through just like the basic fundamentals of a vssl a webinar and a challenge those are like the main ways that we sell online I'm sure you guys are using one of those three ways uh and if you are or if you're not you should definitely take some notes and then in the second half I'm going to walk you through kind of the three hidden strategies that we use uh that are going to help you have a lift in your business today if you go Implement them today uh you're going to make millions of dollars more than you were making before so let's Jump Right In let's talk first about a vssl can you raise your hand if you're using a vssl in your business okay less people than I thought cool so I'm going to Breeze through these but basically vsl is a 7 to 20 minute video uh purposely made to sell a product or opportunity at the end right so I like to think about it as like a damn good YouTube video that's on a page that people are opting in for from an ad to go uh watch this is kind of what what our flow looks like so we're going to basically send people from an ad to an optin on the page uh they're going to watch the video and then there's going to be a timed application that's going to show up so if it's like a 20-minute video and 12 minutes in I'm talking about the thing that we're selling uh that's what I'm going to let the button pop up for them to apply just so I'm not wasting my sales team's time and if they pass the application uh they're going to go to a sales call so uh cool part about this is It's always pre-recorded it's always Evergreen you don't have to like show up live for this you film this one time in a studio just like a YouTube video you just pay money to send traffic to it over and over again uh and your sales team gets a lot of book calls and you close so that's number one again I'm going to Breeze through these because I think this is not the important part of my presentation I think it's the back half of it right uh number two is a webinar can you raise your hand if you use a webinar in your business right now more people than the vssl I like that okay cool so one to three hour video uh I know someone was presenting earlier today and I was in a talk and they said I do 25-minute webinars I disagree I think if your webinar is less than an hour and a half you're missing out on a ton of money uh I've taken webinars that we have that are like an hour long and I've made them an hour 45 minutes with the same exact content and we've doubled the close rates of these webinars so uh just think about it logically the more time someone spends with you the more money they're willing to pay you right the more trust you have so uh on a vssl for example it's only let's say 15 to 20 minutes and that's why we have to send them to a sales team right because I haven't spent enough time with them to build trust to be able to sell them myself so I have to get them on a call with someone else who then has to spend 30 minutes 45 minutes on a phone call to sell them on a webinar I'm spending an hour and a half to sometimes 3 hours we have a webinar we're running right now that's three and a half four hours long uh the more time I have with them the more they're sitting in the chair not listening to anything except me talking to them the whole time the more I earn their trust the more money I can ask them for at the end so that's why I love webinars so much the cool part is it can be on demand so it can be something that's pre-recorded that they just opt in for and they watch uh it could be live um it could be pre-recorded at a set time so uh I'll give you some kind of cool strategies that we do on the webinar side up till this up till like last year I'd say a lot of people ran on demand webinars which is like I go I opt in and then I get to pick like I I want to watch it immediately or I want to watch it in four hours I want to watch it in six hours we kind of give them times right recently we switched to a model that's different so we'll actually run a pre-recorded webinar once a week and tell everyone all week that this thing's happening on Saturday at noon for example right and so we're building up all this excitement throughout the week and so they're planning they're putting on their calendar they're telling their wives hey you're watching the kids for these two hours and they're eliminating all their distractions leading up to it so it we may not have as many people show as people who just click a button and watch it live every time but we have way more people who are watching through all the way because they don't have all these distractions pulling them apart right so we have higher conversion rates on the webinar another thing you can do is just do like a daily webinar at a set time too right so for example every day at 8:00 p. m. Eastern this is when we're going to run it so you're running ads on a 24-hour cycle people are showing up to this pre-recorded webinar uh and they're watching it all at the same time so they still have that time to do the same exact thing that you do if you do it on Saturday so I would challenge you if you're doing some sort of pre-recorded on demand style to switch it up to like a set time whether it's daily or weekly and you'll see your conversion rates jump pretty quickly sorry about the formatting you're going to find a few slides that look like this um but it's all good so just for those that don't run webinars this is kind of just a highle framework intro I'm going to talk about what we're going to go over today I'm going to tell my story I'm going to go into the content which is why you showed up in the first place to learn then we're going to transition then we're going to pitch so here's a screenshot just so you can kind of understand how lucrative this model is uh this is over a period of I want to say like 8 to 9 months uh you can see about $25 million of Revenue on this webinar uh you can see the total return on ad bend on the right is 4.

66 uh can anyone guess how many times we went live zero close one time so we went live one time and we thought it was such a good take that we took this take and we ran it every single week so we just said every single week on Saturday at noon we have this free training here's what we're focused on and every single week we spent maybe about a 100 to $150,000 of traffic sending them to this webinar and at the end of the webinar we' pitch and we collect a few hundred grand of of Revenue and then over the next few days I'll walk you through this if you want to take a picture uh you're probably going to want to zoom in later but what we did was over the next few days we took people through like a replay sequence so I'll give you an example we might spend $150,000 and then on Saturday when the webinar ends we'll make $300,000 and we'll say great we got a 2X return on ads pen and then what I'm going to do is I'm going to take all those people that didn't show up right all 70% of people that didn't show up and I'm going to squeeze them out for the next 5 to 6 days and tell them hey I've taken the replay it's going to expire this is the last chance for you to watch it here's another chance to get in on the action right you already registered you're interested in learning the subject don't miss out on it I'm going to pull this replay down in a few days then we double our Revenue over the next four days so if I collected 300 Grand on Saturday by the time Wednesday comes around I've collected 600 Grand from the same 150k that I've spent and the cool part is I didn't do anything I didn't have to show up on a video no one had to pitch anything this is a pre-recorded sequence that's set and the cool part is every single week I can run it over and over and over again so if you're not doing that I would highly highly recommend it uh who here is doing challenges nice there's like 15 people in this room so like I told you guys the more time we spend with someone the more we can ask them to spend with us right the more trust we're going to have the higher the ticket value so challenges are basically like multi mday webinars if you want to think about it in an easy way so I'm going to take someone and instead of telling them hey I want you to come on Saturday for an hour I'm going to say Monday through Wednesday we're going to achieve this outcome and it's going to be a three-day thing we're going to do it 1 hour per day and you're going to block this time off just like a Class A course of some sort uh and we're going to achieve an outcome right basically what's going to happen here uh that's important in your challenge is one you need to give the participant an end outcome it's called the challenge for a reason okay webinars are called free trainings right cuz you go and you just want to learn a few things challenges are called challenges because you're going to enter the challenge and you're going to leave with a specific outcome that you can do so uh example if I'm in a real estate coaching program by the end of my three-day challenge you're going to be able to go find your first deal and be able to go lock it in I'm not saying that you're going to be able to go and flip a house but I'm saying by the end of this three days you're going to know what's a good deal where to find it and how to go do it yourself so you can get there and if I can the goal here just so you know in in in my brain when I'm structuring these which I think is this is the best sales tool in the internet marketing space right now when I structure these my goal is that third thing right there which is get the person to believe it's probable not possible okay for all of you guys that are in this room you have to understand there's a reason you're paying for this conference you're coming you understand people make a ton of money doing crazy right I have people like selling sex toys in this conference making stupid amounts of money right most humans the people average consumer that you're selling to does not believe any of this they do not believe that they can make six figures a year they do not believe these things they know other people can do it they know it's possible right because other people are doing it they see other people making money they see other people driving Lamborghinis they see people buying big houses they know it's possible but they do not think it's probable for for them it's a very it's a very different psychology here and so we as marketers as business owners who are advertising online forget this and we focus so much of our effort on how do we just show them that it's possible they already know it's possible guys we want to show them it's probable and that's why I love the challenge because if I can spend three days with someone and I can get them over the biggest hump to them which is is it probable like can I if I actually do this do I have a chance at making the money then I've done a great job so I'll give you an example like um an Amazon offer right we have people that sell Amazon offers if I go and do a webinar and I tell them here's you know you're going to set up an Amazon account you can sell other people's products and all this stuff great they're going to leave and they're not going to buy because their objection in their head is man setting up an Amazon account is going to be hard finding a product that that's still going to be hard that's going to take me a lot of time it's the same reason that they still are where they are right but if I do a three-day Challenge and on day one I'm showing them how to set up an Amazon account and then they go and do that for homework work and then day two they come with an Amazon account set up and then I show them here's how I find winning products and then now they're going and they're finding winning products and then day three they come to the end of The Challenge and they've made an Amazon account they found a winning product now I just need them I need to teach them how to go and make money doing those two things so now I can sell them my program because they've already made so much progress that they think it's probable that they're going to be able to do it they've already crushed all the objectives right it'd be like going to the gym working out for a week you start seeing a little ABS you're like I'm going to keep going I'm going to sign up for the year membership now because I've already made that progress I believe I can do it right versus just showing up for a day trial and leaving and being like I don't know if I'm going to do this is kind of hard right it's the same psychology and that's why I love challenges so much so this is kind of our challenge structure just to keep it super short very simple it's just a three-day webinar right so this is like in this case it's Thursday Friday Saturday uh we're going to do 1 hour every single day we're going to cover an objective every day and it's important something I said on the last slide which was I need them to make micro commitment every day so you need to give them homework and it's not like an hour of homework it's like five minutes it's like for example I need you guys right now on this call to make a vision board where do you want to be like based on your bills and your expenses like how much money do we need to make let's backwards engineer how many sales do we need to make and start getting them to start thinking and making these micro commitments every single day whether it's home homework go set up an Amazon account and here's a checklist how or in real estate I need you to go bring me five deals that you think are good based on what we talked about today the more we can get micro commitments from these people the more now they believe if I tell them to do something and they go do it that that means they're making progress and so by the end of it when I tell them you need to come invest in this program so we can make more progress they're going to have that trust in me in making those commitments they're going to already be used to saying yes day after day and something I do really cool here is uh on the third day of uh the challenge basically what I do to create pressure and I know a lot of people are talking like FTC stuff like what's compliant what's not like just so you guys know in the FTC world it's it's not compliant to make fake claims of like quantity I can't say like this is closing in an hour or there's only five spots but there's like a hundred right that that's frowned upon but what I can do to get around that to create the same level of urgency if not more is hey when this training ends I have a private Zoom call that I'm going to be doing with everyone who bought and only who bought it's going to be a Kickstart call I'm going to show you everything for an hour and a half you're going to train directly with me I'm never going to record this no one's ever going to get access to this again only the people who buy right now in this moment will get the zoom Link in the email and you'll be able to jump into my zoom call my private Zoom that I'm only going to be doing with people here so that they can get their first deal done by next week or their first Whatever It Is by next week whatever it is that you guys are selling I'm sure you can find a way to frame that but when I create that private VIP experience that you can only get from making a purchase in that moment it takes away the ability to say I'm going to go talk to my wife after or uh let me go figure out if I can actually have the funds for this it creates that pressure of if I don't do this in the next five minutes I'm going to miss out on this thing that's not being recorded that I will never be able to see again so that is called real urgency so just at a high Lev screenshot here's kind of the three compared side by side again sorry for the formatting errors here uh probably take a screenshot of this give you a perspective but like vssl you can sell anywhere from $5 to $40,000 uh challenge you can sell anywhere from $5 to $40,000 I have people who sell more than that even on challenges uh and on webinars uh more of the middle price point that being said recently I just wrote a webinar for a $5,000 product uh and we converted this weekend out of 3. 7 extra turn uh out of Evergreen so pre-recorded everything so I would change that number we're trying to push the boundaries here of marketing uh I think you can sell a 5k offer on a webinar without a sales team so with that being said like I promised you guys here are the three things uh we're doing that I think are pretty unique that are different uh who here like is the kind of person that like doesn't like going to the movie theater or watching big movies like you're the guy that complains and you're like oh man I don't want to go to the movie theater like raise your hand are any of these people in this room okay who here knows people like that raise your hand okay cool I'm a big movie guy and I always like to go to the movie theaters and uh my friends for some reason all have no energ for the movies I don't want to sit in a movie he sitting in a chair for 3 hours blah blah blah blah blah right but these same friends will sit their ass on the couch at home and watch a 15 episode Netflix series for 15 hours straight and not get off their couch and there's an important psychological lesson there right and that's that it's not about the time that they spend on the couch or in the environment or however long it is it's about how they're consuming it some people might want to consume 30-minute episodes hourong episodes and some people might want to consume three-hour movies okay and so as we started thinking about this in our business we started realizing the more sophisticated someone is the smaller of a frame of time that they want to consume the information right if I'm jobless I have nothing better to do I'll sit there for five hours and watch a movie or a training whatever it is right if I'm a CEO of an eight fig company I have 180 employees you bet like if you're doing a live training or something it better be under an hour or I'm going to dip I got kids screaming in the background I got slack blowing up I got my CFO texting me there's a million things going on right so we thought to ourselves why don't we give them different ways to consume the same content so what if we just took all the information on this webinar and turn it into a text Page what if we just made a page made of text and if after a week of pushing these people to go watch a webinar they didn't watch the webinar why don't we just shoot a shot and just send them to a text Page and see if they'll consume the entire webinar in text obviously I'm not going to write every single word I've said right but between really big bold headlines covering the main points some paragraphs underneath can I get this person to consume the webinar without actually having to sit there for three hours and we are correct and what we also found was these same people that won't consume a webinar might consume a vssl with the same exact information so now what we're doing and I'll show you a different way you can actually spin this if someone goes to like a challenge for example which is the biggest one right like a three-day Challenge and they don't actually attend they fall off like it's too much for them to consume we'll create a webinar version of that same Challenge and send them from The Challenge to the webinar so if after a week goes by and this person's not watching The Challenge not watching the recording I'm not just going to let this customer go I've already spent the hard-earned dollars in time to acquire this lead so let me shoot a shot and shoot them into a webinar and see if I tell them Hey listen instead of 3 days I've condensed listen into an hour and a half that you can watch in one setting you can get the same exact information and then what if after that if that doesn't work I take him to a 25 minute video and I say hey dude listen I've I've condensed this again into a 25 minute video what percentage of people could we then get to watch that and over time as we started dwindling down the way that they consumed it we noticed every time more people would watch and more people would watch and more people would consume because they need to consume it differently and so I'm not telling you right out the gate build four funnels for the same thing right but if you have a good challenge or if you have a good webinar that you crack that's doing well and making money I challenge you to double down on the different ways to create that information and have the person on the other and consume it and something really cool we're doing a lot in a in a lot of our via cell funnels is um who actually by show hands uh who here thinks they can sell their product better than their sales team raise your hand come on guys come on you guys don't think you can sell your own product better than your sales team it's embarrassing for those of you that are intelligent enough to raise your hand uh for people that are going to a vssl what we're noticing is we'll send people to a vssl they'll go to a sales call and our sales team won't close them or they'll go to the vssl they won't show for a sales call or they'll put their lead in and then they won't book the sales call and we're getting so much waste of traffic that we're spending to take people to the VSA to book with the sales team so what we do at the end of the month is like a cleanup webinar we'll take all these people that didn't close didn't show up whatever and we'll push them into a webinar with the with the main Persona so if like I'm the dude who's in the vssl videos I'm the dude in the marketing I'm going to push everyone to a webinar with me live at the end of the month and I'm going to incentivize my sales team let's call it with half commission example if you push your people to my webinar at the end of the month and I close them I'll split commission with you these are people that you don't think you're going to close these are people who probably want to talk to me directly but I don't have the time to sit there and get on individual sales calls and if I can just do a webinar at the end of the month how much more money could we make and so um can't say names but we have an offer that we're working with that they do a vs Cell funnel they do about $3 and a. half $4 million a month through a vs Cell funnel to a sales team at the end of the month they'll do a webinar with all the leads that didn't close and they'll close an extra 600k in one day at the end of the month uh just because this dude got on for an hour it's not even an hour it's like 45 minutes these people are already warm and he's pitching directly himself instead of his letting his sales team do it he's covering objections but he doesn't have the time to do it one-on-one with everyone so if I can just put everyone in a group and close them all together I can clean up and make so much more money so number two this is something cool uh we call it internally as the Highlight checkout method so uh basically what it is is we started realizing like there's people who are going to get on on the webinar and all these uh challenges and things and they're going to buy on the spot right that information is fresh they've already covered their objections they've they've created objections in their head and then either the speaker solved them they've been solved in the chat whatever it is they've overcome them and they're making that purchase but for all the people that we are going to send emails to and text messages to try to get them to come back and make a purchase how do we refresh that information because then those objections start coming back right that's the reason they didn't buy in the first place they said oh I don't believe believe I can do it and then as every day went on they started thinking oh I I didn't believe I can do it or uh I think this thing is going to cost me a lot of money that's a huge objection after I pay for the course how much money do I have to invest and then they get in their head and every day that goes by that objection becomes stronger and stronger and stronger because they're further away from the sales pitch and so what we do is we call it a highlight checkout we basically say if we can't have a sales team sell them why don't we get the person who was doing the presentation to cover all the biggest objections and kind of Refresh on the information about the program on the actual sales page so how much is it going to hurt us if someone 3 4 days later who didn't buy from us comes back to a sales page and we have a highlight checkout meaning there's a video at the top of the sales page covering all the FAQs all the things that are objections for these people how much can we increase our sales rate and the cool part is right underneath it you can kind of see I gave you kind of a sample because I couldn't show client Pages specifically but we'll hyperlink all the main FAQs and objections to the video so someone can just click like how much money is this going to cost me after I pay for the course they click that it forwards in the video to that objection and then the person is actually covering the objection right so now instead of just having them sit there on the sales page scratch their head and then convince their way out of it we're giving them all the objections that we know people are going to have for this program where they can just go through them one at a time or they can just watch the video as a whole and we can increase our close rate right back to the psychology of I can clo better than my sales team cuz it's my product I know everything about it I know what my students like I know what their problems are so if I can put it all in one video and I can reclose them myself on this sales page I can convert so many more people than just sending them straight to a checkout clickfunnels page so number three which is I think to me uh one of our Biggest Secrets uh we're rolling this across the board now uh to our clients on all e-commerce and info products um we're big on email optin I got a Michael Tipper over here he's from our info team too flew in all the way from UK uh leads our entire copyrighting team on the info side I was like this guy's making us so much money how do I just feed him more people to sell right and so how do we get more emails and increase our retargeting effectivess across the board and so just for reference this kind of what a normal funnel would look like right we'll do traffic we'll send we'll spend six figures of ads let's say we'll run them to a landing page people will make a purchase go to the than page and then people will abandon right and then what do we have to do with those abandoned visitors I have to then pull my credit card out again and go Facebook please please please please please please go find them please please get them back here Facebook please I know they want to buy and then I'll take my wallet out again and I'll ask Facebook I'll beg Mark Zuckerberg on my knees please find these people for me and then hopefully those people come back to my website and they make a purchase but the reason I'm doing that is because I don't own their information if they gave me their email if they gave me their phone number I wouldn't have to sit and be at the mercy of Mark Zuckerberg the whole time so we searched and we tried to find a way that we could do so and so there's a software called open send there's a lot of software similar but we searched and this was by far the most Superior I'll tell you why and you don't you don't even need to write it down at the end I'll give you guys a 30-day free trial for it you guys can use it I think you can only get like 14 days on the website uh I talked to the CEO we got 30 days for you guys so you can go test it on your own but basically what does is it takes all the anonymous visitors on the website that came in that we don't have on our email list it scrapes their information I mean I'm telling you I know about them where they live uh the websites they visit the zip like I mean everything their age their birthday like their shopping habits I know everything because of the data but all I really want is their email right and the cool part is we're able to filter based on activity so for example the more High ticket a product the bigger I want to raise the filter so for example if I'm selling a $5 product I don't care if you spend 20 seconds on my website I want your email I'll send you an email you'll probably buy it it's five bucks if I'm selling a $5,000 course maybe I want you to at least spend a minute on my website and so it's cool because we're able to adjust these filters based on the product lines so the higher ticket the higher the filter we want to put and so what's happening is all these people that were spending money on traffic to send to our website that are just leaving that we then have to spend more money for we're able to actually just capture their emails and it's cool because um I'll show you this dashboard and I'll show you some objections we had we did like two months of legal digging in our company uh to figure out like is this legal number one uh number two how the is it legal like like like and you'll see why like these are numbers from like a month of using the software this is a 4-we period on an account $500,000 of recovered Revenue um at the top 84,000 email contact profiles created on the bottom you can see 54% open rates most of you guys don't even get that to your warm list 11.

8% click rates none of you get that to your cold list okay so this stuff works so number one how's this even legal so we dug in it's pretty cool how it works basically all these companies online have like um a shared opted Network in a way right so if you go and you opted into like New York Times New York Times has the rights to share that optim with someone else they can sell it so they can go to someone else and say Hey I want to charge you 16 cents and then you can have Eddie Mal's information and we will tell Gmail just to summarize this in a non- tech way we'll tell his Gmail inbox that all the reputation we've built you have as well so you're going to deliver into his inbox Gmail is going to read that email and be like Oh Eddie gets emails from these guys previously Eddie's Eddie likes this and so we're going to deliver it to Eddie's inbox instead of putting it in spam uh and in the United States this is legal if you guys are international you're siging International markets I'm sorry no no but if you're here in America because we got guns and all that other we also got this right and so number two how are open rates so high like I was telling you guys we create filters right so I can put how many pages they visit I can exclude States I can include only certain zip codes and so the higher the filter the higher the open rate right if someone spends 2 minutes on my website they're going to open the email if someone spends 5 seconds on my website they're going to be like who is this guy and why is he in my inbox uh and number three why is everybody using it it's probably because we all think it's illegal as well so with that being said I'll give you guys one last bonus tip this is one I've been sharing a lot the last year on some stages uh I just think it's one that so many people can make money on specifically in the info product space I don't know if it's going to work in other spaces um did it go okay cool so uh sorry my monitor's kind of messed up here so um on the failed payments here so I one day here's kind of how what happened I I basically logged in stripe and I was like let me look at this number I really like looking at this number and I opened it and I was like what is this little orange area in my stripe account and I like hovered my mouse over it it said failed payments I start I started looking at this chart and I'm like dude I could probably increase my entire Top Line by 20% just in failed payments and I looked at that spread of time I think it was like six or seven months and 1.