which is difficult to do with a slide-based pre- sentation. For example, I noticed people were dropping off when my clients started giving too much detailed information, so I redirected our conversation with a question. a The interviewer acts as a representative of the audience and brings up objections they have, which the expert can easily answer. In a nutshell, an online event is done live in an interview format, with either no or a few slides. For the record, there were no slides for the online event we’re discussing here. That presentation was only 50 minutes long. (In the four-hour expanded version of this format, we do employ slides.) The Diabolical Secret No one other than my clients use the strategy you’re about to learn. But first, let’s go over the email promotion schedule. You want to send one email per day for four days leading up to your event. Say your event is on a Thursday. Email one would go out on Monday, email two on Tuesday, email three on Wednesday, and email four on Thursday, the morning of your event. (You will get a lot of last-minute registrations.) I’ve found that more than four days of email pro- motion is too much. People will get bored, and folks who register more than four days in advance are less likely to show up. (Please note that I am talking about the standard, one-hour live online event and not the expanded four-hour version. That’s a whole other ball of wax.) Okay, now for part one of the diabolical secret: You write one kick-ass email with rocking teaser bullet points and send out a variation of that same email four times. By “variation,” I mean a new opening paragraph for each email followed by the same text. Here is the big juicy secret: You send all four emails to everyone on your list, even to the people who registered. Read that again. It is worth a ton of DEEnero to you. Sending all four emails to everyone not only acts as a reminder to the folks who registered for the event but also reinforces their decision to sign up in the first place. Each email amps up the excitement level, which leads to a massive show-up rate. You do not have to create a video series, like most gurus teach, to keep people engaged. Instead, all you need to do is click “send.” How to Get Your Online Event Up and Running at Warp Speed
Dan Kennedy says that “money is attracted to speed.” As I mentioned, my client had less than a week, and we couldn’t afford any technical snafus. Earlier this year, I decided to do a last-minute webinar, and I didn’t have the time to set up a fancy landing page. Instead, I created an ultra-basic page. The page had only a headline, a brief description of the webinar, and a spot for someone to enter their name and email address. My opt-in rate was higher than when I used fancier pages. Thinking it was an aberration or maybe due to the topic, I used the same simple registration pages for subsequent online events and had similar results. Having a hot title for the online event is mis- sion-critical for registration, as are the emails that “pre-sell” the event. The bare-bones landing page would not work otherwise. For the reminder campaign, we sent an immedi- ate confirmation and then emailed 24 hours before the event, one hour before, and 15 minutes before. That’s all you need if you follow the email strategy I described earlier in this article. The Results We more than doubled the number of registrations for the live online event than my client typically av- eraged for webinars for a total of 383. a Our show-up rate was a whopping 65%. (That is crazy good.) The total number of attendees was 251. a Eleven attendees registered for the seminar immediately after the online event. (Keep in mind that our goal was to book consultations.) a All 40 slots for consultations calls were booked immediately after the online event. (My client had to open up more.) a I’m not at liberty to give you the total results from the consultation calls. However, I can tell you that my client did nine calls the day after the event and closed seven of them. In my client’s words, “The results are off the charts. This has been spectacular!” The bottom line is that an online event is a game-changer that can quickly generate a flood of sales. Kick butt, make mucho DEEnero! –Dave “The King of One-to-Many Selling” Dee Get a FREE hardcover copy of Dave’s book “Sales Stampede” and discover his step-by-step formula for selling more of your products and services with webinars and in-person group presentations. Go to DaveDeeBook.com
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