How a Single Webinar Outperformed 6 Months of Paid Ads!
Summary
TLDRThis video script outlines a strategy to dramatically increase attendance at webinars or challenges by crafting a 'dramatic demonstration.' The speaker shares a personal experience of streaming from Dan Kennedy's basement, a legendary marketing guru without internet access, to attract a large audience. The process involves creating a compelling hook, telling a story, designing a landing page to build curiosity, generating buzz with ads, promoting through various channels, and leveraging the demonstration to lead into further engaging content. The approach resulted in a significant boost in membership sign-ups within a short timeframe.
Takeaways
- 🎯 The importance of creating a 'dramatic demonstration' to attract attendees to challenges or webinars.
- 🌟 The concept of taking the audience somewhere they want to go but don't have access to, exemplified by Tim Shields' Grand Canyon webinar.
- 🏠 The idea of bringing the internet to Dan Kennedy's basement for a unique and intriguing webinar setting.
- 📡 The practical challenge of setting up a webinar in a location without internet, like using Starlink at the Grand Canyon or Dan Kennedy's basement.
- 🔑 The six-step process for executing a dramatic demonstration, starting with creating a compelling hook.
- 📝 The necessity of having a story behind the dramatic demonstration to add depth and context.
- 📈 The use of a landing page to generate interest and registrations without revealing all details to pique curiosity.
- 🎥 The creation of various ad formats to generate buzz and excitement for the main event.
- 📲 Leveraging social media and email to promote the dramatic demonstration and build anticipation.
- 📈 The effectiveness of the dramatic demonstration in achieving a high show-up rate compared to traditional webinars.
- 🔗 The strategy of using one dramatic demonstration to lead into another, effectively driving membership sign-ups.
Q & A
What is the main goal of creating a dramatic demonstration for a webinar or challenge?
-The main goal is to significantly increase the show-up rate by crafting an experience that is intriguing and unique, taking the audience somewhere they would want to go but don't have access to.
How did Tim Shields use the concept of a dramatic demonstration in his photography webinars?
-Tim Shields conducted his webinars from remarkable locations like the Grand Canyon, using Starlink for internet access, instead of hosting them from his home or office, to provide a more engaging and unique experience.
What was the significance of the fax machine in the promotional campaign for the dramatic demonstration?
-The fax machine was used as a nostalgic and attention-grabbing tool to communicate with Dan Kennedy, symbolizing the old-school communication method and creating a buzz around the campaign.
Why did the speaker choose Dan Kennedy's basement as the location for the dramatic demonstration?
-The speaker chose Dan Kennedy's basement because it was a legendary, yet inaccessible place for many, and the idea of bringing internet access to this location for the first time added to the intrigue.
What was the hook used to attract people to the dramatic demonstration involving Dan Kennedy?
-The hook was the idea of streaming live from Dan Kennedy's basement, a place that had never been on the internet before, creating a sense of exclusivity and novelty.
What is the importance of curiosity in the landing page for a dramatic demonstration?
-Curiosity is crucial as it encourages people to register and show up for the event. The more curious they are about what will happen, the more likely they are to attend.
How did the speaker create a sense of urgency and excitement for the dramatic demonstration?
-The speaker used various promotional strategies, including social media posts, emails, and live streams, to build anticipation and remind people about the upcoming event.
What was the result of the dramatic demonstration in terms of membership site sign-ups?
-The dramatic demonstration led to over 1,000 members signing up during a 15-minute window, which was a significant increase compared to the traditional method of acquiring members.
What strategies did Dan Kennedy teach during the dramatic demonstration to help with membership site growth?
-Dan Kennedy taught strategies on how to get new members to join and how to increase the retention rate of existing members, focusing on practical tactics for running a successful continuity program.
How did the speaker use the dramatic demonstration to transition into a longer training session?
-After the initial dramatic demonstration and a 45-minute training with Dan Kennedy, the speaker announced an exclusive, extended training session for active members, creating an opportunity for further engagement and conversion.
What was the role of affiliates in promoting the dramatic demonstration?
-Affiliates played a crucial role in spreading the word about the dramatic demonstration, leveraging their own networks and audiences to increase registrations and participation.
Outlines
🎥 Crafting a Dramatic Demonstration for High Attendance
The speaker introduces a strategy to dramatically increase attendance at webinars or challenges by creating a 'dramatic demonstration'. The concept is illustrated through the example of Tim Shields, a photographer who conducts webinars from unique locations like the Grand Canyon, rather than a typical home office setting. The speaker then shares his own experience of conducting a webinar from marketing legend Dan Kennedy's basement, a place of historical significance in the marketing world, which had never been streamed from before due to lack of internet access. The speaker outlines six steps to execute such a demonstration, starting with creating a compelling hook and a story that builds curiosity, which is essential for high registration and attendance rates.
🚀 Executing the Dramatic Demonstration and Its Impact
The speaker details the process of executing a dramatic demonstration by visiting Dan Kennedy's basement and streaming live from there for the first time ever, using Starlink to overcome the lack of internet. The preparation included creating a hook with a fax machine, crafting a story around the visit, and setting up a landing page to build anticipation. Promotion involved leveraging the speaker's and Kennedy's audiences, social media, and affiliate marketing. The result was a highly successful webinar with an unprecedented 70% show-up rate. The demonstration led to a significant increase in membership site sign-ups, achieving in minutes what would typically take months and substantial ad spend. The speaker concludes by highlighting the effectiveness of a single dramatic demonstration in driving membership and engagement, offering a replay link for those interested in the strategy.
Mindmap
Keywords
💡Dramatic demonstration
💡Hook
💡Curiosity
💡Webinar
💡Landing page
💡Ads
💡Starlink
💡Consultation
💡Engagement
💡Affiliate marketing
Highlights
Achieve 90% attendance for challenges or webinars using six steps.
The concept of a 'dramatic demonstration' to engage participants.
Example of Tim Shields using scenic locations for webinars.
Using Starlink for internet in remote locations.
Idea of a dramatic demonstration from Dan Kennedy’s basement.
Planning and executing a dramatic demonstration in Dan Kennedy's basement.
Step 1: Create a compelling hook to generate intrigue and excitement.
Step 2: Develop a story behind the dramatic demonstration.
Step 3: Create a landing page to capture registrations using curiosity.
Step 4: Promote the event with mini dramatic demonstrations and engaging ads.
Step 5: Perform the dramatic demonstration and keep the audience engaged.
Using Facebook and Instagram live sessions to build anticipation.
Achieving a 70% attendance rate for the dramatic demonstration.
Step 6: Conduct follow-up dramatic demonstrations to maintain engagement.
Generating significant memberships in a short period using dramatic demonstrations.
Cost and time efficiency of dramatic demonstrations compared to traditional ads.
Transcripts
how would you like to get 90% of people
to show up to your challenges or your
webinars I know it may sound kind of
crazy but I'm going walk you through six
steps to actually make that
happen the secret behind this is instead
of just creating a challenge or a
webinar you actually craft an engineer
What's called the dramatic demonstration
in fact I'm going to show you behind the
scenes today a dramatic demonstration
that we did where we literally got more
people who join a continuity program in
15 minutes than we had in 6 months prior
through paid ads this year's funnel
hacking live one of our speak name is
Tim Shields and Tim is in the
photography industry and and it's
interesting to me because he does all of
his business through webinars he doesn't
do boring webinars he creates these
dramatic demonstration so for example
what he does instead of being in his
house and his office like hey welcome to
my webinar today he literally went to
the side of the Grand Canyon set up
starlink and did an entire webinar teach
people how to do landscape photography
again not from his home but at this
amazing location right then he took them
to ban for one of the most beautiful
places on the earth same thing set the
cameras brought starlink in and did his
webinar from there and so while he was
on stage hiking like talked about this
the key with the dramatic demonstration
is like you got to take your audience
somewhere they would want to go but they
don't have access to and he look
directly at me he said Russell for your
audience you should take them to Dan
Kennedy's basement and for me that was
interesting cuz Dan Kennedy's basement
when I first got into the marketing
world I heard rumors of people who had
paid Dan Kenedy for private console day
and as a young entrepreneur I was like
someday I want to pay Dan to go to base
I want to do that and last year I
actually had the very first chance to do
I paid him for a consult day and I went
to his basement and did the the one-day
consult and it changed my life it was
one of the most amazing cool experiences
I've ever had and so when Tim said that
from stage said Russell you should take
people to an Cy's basement I was like oh
my gosh that's brilliant and then the
wheel started spinning my head because
he took people to side of Grand Canyon
and had to bring starlink in because
there's no internet and the most
fascinating thing about Dan Kenny if you
know who he is he is the greatest
marketing Legend of all time but he
doesn't have internet in his home we
still have to fax Dan Kennedy and so
that how cool would that be if we went
to Dan Kennedy's basement and we brought
starlink there and streamed the internet
so the first time in the history of all
time we could stream from Dan Kenny's
basement I started planning and I
thought I should probably ask Dan kenned
if he's okay with me bringing the
internet to his basement I wrote up a a
letter I faxed it to him asking him if
he'd be willing to allow me to do a
dramatic demonstration in his basement
and luckily for me a few days later when
the facts came back it said yes all
right so with that set up I'm going walk
you through the six steps that we did to
actually execute on this dramatic
demonstration these are the same six
steps you should model as you're
creating and crafting yours so the first
step is we needed a hook the hook is
what drives the entire dramatic
demonstration right be saying I'm going
to go get a console day from n K is a
good hook but a better Hook is hey I
bought a one-day console with Dan
Kennedy I'm flying to his basement the
internet's never been there in the
history of all time I'm bringing
Starling we're going to be streaming
from his basement those hooks are both
similar but that one's so much stronger
so it's creating a hook that causes
Intrigue and excitement and then number
two is I had to have a story behind it
what was the story like why was I going
to Dan Kennedy's basement now the
reality is um Dan had actually fax me
saying that we should do a consultation
about the continuity program about our
membership site and how to increase
stick rates and things like that I
needed to embellish the story and make
it better so what what I did is I jumped
online and actually bought a fax machine
and then we took the fax that Dan had
actually sent me and then we refax it to
myself so I could actually get the facts
on the video so it's all about finding a
really good hook telling a good story so
that's step number one all right step
number two now is we need to create a
landing page based on this hook so that
way when I do start promoting this
people can register to be part of the
event it's a very simple like onepage
site that just gets somebody intrigued
enough they're going to give us their
contact information to register for the
dramatic demonstration and one of the
keys on a registration page is if you
tell everybody exactly what's going to
happen they may register but the show up
rate will be very very low the number
one thing you have on a landing page to
increase conversions of people
registering and actually showing up is
curiosity the more curiosity you give
them the more likely they are to show up
all right step number three now is you
need to create little many dramatic
demonstrations to get people to actually
register for the big dramatic
demonstration I need to create a bunch
of fun and Buzz and excitement around
the actual advertising campaign so first
thing we did is we took that fax machine
we bought and we film a whole bunch of
ads with me and the fax machine he
literally really faxes me things because
this is his version of email we created
ads for YouTube for social horizontal
ads vertical ads swipe up ads all type
ads possible after created a whole bunch
of ads based on the hook around the fax
machine I thought what other Hooks could
we use to get people excited about
coming to this dramatic demonstration so
number two was we have the mascot of
Bruno the bull who's Dan Kennedy's
mascot and so we got the big bull head
and made a whole bunch of videos and he
stuff is going to grab their attention
right just long enough I can tell them
the story about Dan Kennedy to get them
to register for the main dramatic
demonstration step number four after
we've created all these different ads
now we need to promote these ads the
very first thing we do to promote is we
focus on our best traffic which is our
own list right so we send emails out Dan
Kennedy's list number two the second
best thing now is taking all these ad
creatives and post them on your social
for free everywhere we have a presence
everywhere we have a following posting
these fun viral ads now we're going to
go start buying ads we asked other
people who love Dan Kennedy to also
promote this dramatic demonstration and
we're lucky we had a whole handful of
really good Affiliates who also promote
as well now by following these four
steps to get traffic we end up getting
10,237 people to register now step
number five this is where I have to
actually perform the dramatic
demonstration I packed my bags and I
raced the airport but before I did I
swung by the office really quick grabbed
up my phone I started doing a bunch of
Facebook lives Instagram lives telling
people I was about to go see The Wizard
of Oz I'm about to go see Dan Kenny's
house what's up everybody this is
Russell and right now I'm about to jump
on a plane to fly to Cleveland Ohio to
go to Dan Kennedy's house if you haven't
registered yet you got one last chance
if you have registered like get ready
cuz tomorrow morning we're going live
when I woke up early next morning and we
drove to Dan Kenny's house and we had to
go set up Starling and once again the
internet has never been in the basement
this was the very first time Dan Kennedy
who's written like 40 best-selling books
has never been on amazon.com the
internet is in Dan Kenny's basement for
the first time ever then we started
letting everybody know this is about 15
to 20 minutes before the dramatic
demonstration happened we started
messaging everyone on email everyone
who's registered hey we're going live
Dan Cy's basement on Facebook on
Instagram everywhere we're going like
we're going live we're going live we're
going live and from that we normally
about 20 to 25% people that show up for
a webinar we had over 70% people who
showed up and stayed on for the entire
ire event uh he showed us everything and
people had a chance to actually see
where Dan candy were people in the
comments were freaking out because
they've heard Legends of Dan candy they
heard Legends of this basement that's
why people showed up they showed up
because they wanted this experience they
couldn't get any other time any other
spot step number six now one dramatic
demonstration leads to another so what
happens after we did the tour of Dan's
house and they had a chance to see
everything and we sat down and we did a
45-minute training with Dan Kennedy
how's it going everybody uh welcome to
today's live presentation right now as
you can see we're in the basement of Dan
Kennedy the goal of this training was to
have Dan keny teach two of the most
powerful strategies if you're running a
membership site or continuity program
number one was how to get new members
coming in and number two was how to get
people to stick okay so he taught for 45
minutes on those topics focusing
primarily on the what like what do you
actually do when the 45 minutes was up
then basically told everybody who was on
the live stream said okay this has been
amazing hope you guys enjoyed it hope
you enjoyed seeing Dan's house hope you
got some really good value from the
content Dan shared so far but for all
you guys who are active members of the
membership site in 15 minutes at the top
of the hour we're going to be going live
we're going to film for about 3 hours
talking through first off how to go deep
into the actual tactics of the first two
strategies Dan shared on top that we're
going to share three more ways to get no
members and three more ways to get
members to stick it's going to be
amazing but only if you're an active
member so if you're an active Member log
in the membership site right now there's
a link inside there go and create your
account and jump on live train it's
going to be starting in 15 minutes and
if you're not a member yet now is the
time you got to be a member so if you're
not a member yet this is the time to
come and jump in here and then we ended
the live stream and we sat there for a
minute and during that time we started
watching the sales coming in it was
crazy we end up getting over, members to
sign up during that little 15minute
window of time uh to get on the live
stream for the second dramatic
demonstration will be happening which
was a three-hour master class with Dan
Kennedy we're going live with Dan to go
deeper in this conversation to go
through a lot more stuff for a couple
hours what's crazy about that to me for
us to get a th000 members into a
membership site um traditionally if we
were buying ads every single day it
would have cost us hundreds of thousands
of dollars first off to do that but
number two it would Tak us probably 6 to
8 months to get that many members to
join the membership site instead we did
it with one dramatic demonstration just
15 short minutes which is crazy now if
you guys want to see a replay of the
first dramatic demonstration in Dan's
basement you want to see the tour of
everything uh we will throw a link down
in the description down below where you
can go check it out plus you get some
really powerful stuff to show you
exactly how to get more people to join
your membership sites and get them to
stick longer so I hope that helps you
guys thanks so much and click link down
below to check out that video
[Music]
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