#13 WORDS ON FIRE: Create your own perfect webinar funnel in 24 hours or less!

Today’s is a short, yet extremely valuable breakdown. 

If you’re running facebook ads to a webinar, or thinking about doing it, this will be extremely useful for you.

The perfect webinar funnel was run by Frank Kern, one of the most sought after direct response marketing consultants in the world… 

Of course, he has a lot of authority behind his name, so you might think…

“How could this breakdown possibly be useful for me?”

Don’t worry. I’ll show you the principles, and even give you a mini checklist to create your own webinar landing page, that’s simple, effective, and so easy, a baby could do it — In fact, I’ll do you one even better.

Since this is a short breakdown, I’ll add in exact step by step instructions to create your own landing page in 24 hours or less… Big promise, I know, but stay till the end and I promise I’ll deliver!

For now, here’s the ad headline:

See how he doesn’t just say “NEW”. He actually shows it… 

The headline is clearly new, intriguing and very interesting. I doubt many people could make that promise.

And of course, this is the USP behind his Webinar, so you’d think it would be unique right?

You would. Yet many rookie marketers and copywriters still make the mistake of making their USP… The “UNIQUE” selling proposition, the same as everyone else’s. 

[FACEPALM]

For context, imagine what Frank Kern said: “new and different webinar reveals how you can make more money and grow your business!”

Same promise, but his one has much more impact… because it’s actually ORIGINAL!

Anyway, this brings me onto…

CORE UNDERSTANDING #1:

NEW, NEW, NEW… Always New. 

If it’s not new, the reader will click off. 

I mean, why would they waste their time reading or watching something they ALREADY KNOW?

And, here’s another one… BACK TO BACK…

CORE UNDERSTANDING #2:

Show, don’t tell.

A lesson you may have learnt in primary school… or as the Americans call it… elementary school.

It’s very important if you want to grab the reader's attention and have them interested enough to click forward. 

So… don’t just say… 

• “NEW” 

• “SECRET” 

• “LITTLE-KNOWN” 

• “BEST” 

If you can’t show it.

The show part is your proof that this is not a gimmick.

Onwards…

The headline of the landing page, is basically the headline of the ad said in a different way.

What does this do? It keeps the “promise”... drum roll please…

NEW, in the reader's mind.

Here’s a PRO TIP:

Never repeat your promise in the same exact words. Find a new way to say it. Instead of boring the reader you will actually do the opposite.

By giving the promise a fresh new angle, you INTENSIFY it in the reader's mind. 

In scientific terms, you inject a new dose of dopamine into their mind… 

That’s pretty interesting, eh?

Now… onto a bullet writing masterclass!

Simply, bullets are used to sell the benefit behind the product. 

Frank Kern uses them here to sell what’s inside the Webinar.

All the greats usually write 100s of bullets and choose the best ones to be inside the ad. 

Parris Lampropolous (A-list copywriter) was even famous for writing 700. Crazy!

However, I recommend sticking to 20… to begin off. 

Especially if it’s just a short webinar.

Anyway, I’m getting side tracked here. Back to BULLETS!

Bullet number 1: It’s clearly a secret bullet… and although there is no direct promise, it’s EXTREMELY intriguing. How could you not want to know this secret?

And thinking back to core understanding #1. He doesn’t just say “secret”… he shows it!

Bullet number 2: Is a straight up promise… Again, there’s a secret and intriguing element to it as well.

PLUS… it’s incongruous. 

It makes the reader think “How could you possibly make sales without more work?”. 

It goes against their beliefs, but in a good way.

Here’s another…

CORE UNDERSTANDING #3:

Don’t just confirm the readers beliefs, confirm what they WANT to believe.

This is some advanced sh*t right here. If you can confirm what the reader wants to believe, you are 100% going to get them intrigued and excited.

But, there’s another rule…

MARKETING SIN #1:

Going against the reader’s beliefs. 

If you disagree with their current beliefs, you have lost the sale. 

Why? Because if they don’t believe what you say, they won’t buy. 

This isn’t just a rule of sales but a rule of life!

Onto…

Bullet number 3: There’s promise, proof + ease all in one. 

Promise (INDIRECT): make 200k in 2 weeks.

Proof: CASE STUDY

Easy: “By just testing stuff…”

This bullet wastes no space!

Bullet number 4: Again, show not tell. And this time, the promise is backed up by a mechanism: “stealth persuasion”.

See how the mechanism reveals enough about what’s inside that it’s intriguing, but not too much that you say… “Oh I know that”. 

It’s clear, yet ambiguous.

So, now some bullet rules:

#1: Always include a benefit, whether direct or indirect. There’s rare cases where you don’t or shouldn’t, but 95% of the time stick to this rule.

#2: Every bullet should be NEW and unique!

#3: Try to make your bullets big, easy, fast… without making them unbelievable. 

#4: Be specific. Add lots of detail. The more specific the more believable!

#5: Does your bullet pass the “so what?” test. Meaning, will the reader go okay, but “so what?”. If they do, then keep going deeper with your benefits until they can’t say “so what”!

And last of all… go analyse some bullets.

Everything listed above is just a guideline. There’s so many different ways to approach bullets and the best way to learn is to see and experience!

Oh wow… this is getting long for such a short sales page. 

Imagine I did this for every ad? It would take me years. 

And you know what… I think I’ll leave it there for now.

You can learn to close by yourself…

Ha, did I get you?

Probably not.

Let’s move on to the close. And of course… in just a moment I’ll give you my checklist for creating your own landing page in 24 hours or less. I didn’t forget!

Keep the close simple.

You need the price, and order instructions.

And make sure the order instructions are as CLEAR as possible.

Talk like you are speaking to a three year old if you have to. 

Why? Well, you’d be surprised how many sales you can lose because of pure confusion. 

In your close, treat your prospect like they are the laziest person in the world.

Anyway, that’s all for now.

Here’s your checklist:

First: Go through your webinar and list out all the features. The features are basically the bare bones of what you teach.

Second: Write all the benefits to the reader for each feature. Go deeper until you can’t say what.

Third: Write out 20 bullets using your features and benefits. Scroll up to my bullets checklist for what they should include.

Fourth: If you know how to write headlines you can do it yourself… but as you’ll find, some of your bullets can be turned into a headline. 

So… Take a bullet and make it your headline.

Five: Give them dead simple order instructions.

Six: Run the damn landing page!

It is really that easy. And I mean of course, it heavily depends on your ability to write great sales copy. 

However, the rules I listed above can get you a landing page in the space of 24 hours.

Pretty cool right?

Now, I did miss something out…

The landing page is just one part of the funnel.

And if you want to learn how to structure your entire marketing funnel to maximise the conversions on your landing page.

You might want to check out red-hot reports.

Just click [HERE]

Happy webinars!

Efe