I’ve got a question from a client in Black Belt called Nima and he wants to know how I teach and sell at the same time.
In other words, how do I deliver content that feels useful, that also moves people towards buying my stuff? Super great question.
I don’t know if you’ve noticed, but the line between content and marketing has blurred and it’s been blurring for quite some time. This isn’t new.
Depending on who you listened to, webinars are either the thing that you 100% must have to grow your coaching business or they’re dead; depending on what they’re trying to sell at that time.
If they’re trying to sell you a course about how to do webinars, you 100% need webinars. And if they’re trying to sell you something else, then webinars are dead and they don’t work anymore.
The truth is,
In this quick video, I want to answer a question I’ve got at a Million Dollar Coach Intensive the other day from a great coach called John, who does lots and lots of 1:1 coaching.
The question was, “When I do 1:1 coaching, I get to do magic, right? There ae parts of helping people that you can really only do 1:1” —in his words, not mine.
And it’s the part where they bring you your stuff,
While getting people to register for your webinar is a goal of the marketing, it shouldn’t be your only goal. The ultimate goal is to sell your coaching program, which means we have to think of marketing the webinar as more than an event. It’s actually a process made up of multiple steps.
If you’re not using webinars to sell your coaching program, I have one simple question for you:
What in the world are you waiting for?
What are you currently using to convert prospects into clients?
Don’t worry, it’s not a trick question. Coaches typically use either one-on-one sales appointments, live events, or webinars to convert high-quality prospects into high-paying clients. Sometimes, we use a combination of all three.
Personally, I’ve been fortunate enough to have success with all three, but they’re definitely not created equal.
Selling with a one-on-one appointment is okay, but it’s often slow and messy.
Over the last five posts, we’ve been talking about how to offer a free, one-on-one strategy session at the end of a webinar to book more sales appointments.
Most coaches know how difficult it is to sell high-priced coaching programs to new leads on a single webinar. If all we did was teach content for an hour and make a quick sales pitch at the end for an expensive program, we probably wouldn’t convert very well.
Most coaches know how difficult it is to sell high-priced coaching programs to new leads on a single webinar. If all we did was teach content for an hour and make a quick sales pitch at the end for an expensive program, we probably won’t convert very well.
Instead, at the end of the webinar, we want to offer a simple, low-risk next step— a free, 10-minute, one-on-one strategy session that sets up the final sales appointment.
Over the last several posts, we’ve been looking at how to offer a free, one-on-one strategy session to prospects in a webinar to sell your higher-priced coaching program.
The first step, Seed the Need, is all about installing moments of influence in your webinar content that help make your session offer a no-brainer deal for prospects.
Then we draw a model — a visual aid that shows them exactly how our program will bring them value.
The marketing genius, Dan Kennedy, once said there are two rules of marketing.
Why are we talking about ladders?
Here’s the thing: when you put a ladder in front of someone, they naturally want to climb it.
The moment you place a ladder in front of your prospects, they’ll instantly see where they are right now,