This whole story is also built according to an already tested scenario – soap opera (soap opera):
Storytelling in its purest form.
And it works. Because people love stories. That is why children love fairy tales, and adults love movies and TV shows, where the main character experiences great life upheavals, and a happy end awaits him in the final of the story.
The human brain perceives stories, not facts. Many entrepreneurs forget about it, but stories filled with emotions sell much better than dry facts and self-praise of your product or service.
After a 15-minute introduction, the bulk of the webinar begins with Dan talking about the inefficiency of the “old approach” to starting a business. He explains this by saying that the “old approach” is complex, long and has a lot of flaws that lead to big mistakes.
This is called “designate a large adversary who is interfering with achieving the goal effectively.” In this case, this is an old approach to starting a business that has been promoted for the past 20 years.
This trick makes it possible not only to distinguish your product from competitors, but also to separate from the “old world” that your competitors represent.
To replace the old approach, Den offers a new, more effective and, most importantly, one that he uses personally every day.
After a rather detailed, but still superficial account of the advantages of his model, Dan makes two final chords:
The final part of the webinar is aimed at killing all doubts and insecurities of the audience, who still doubt whether they need this course or a call.
This is another trick that is actively used in the information business.
The main hypothesis of all online courses suggests that people want to succeed, but very much doubt their abilities.
It is just a human being. There is no escape from this. We all have fears, doubts, prejudices, excuses and self-doubt.
The author’s task is to convince a person that everything is real and achievable, because:
All these arguments are backed up by social proof, where Dan gives screenshots with comments from satisfied housewives who mastered Facebook ads and coped with the complexities of webinars.
In general, the last 15 minutes of the webinar loudly say, “You succeed, because everyone else succeeded, because in this course we just lead your hand and chew every detail.”
This concludes the webinar, and listeners have another 8 minutes left to sign up for a phone call.
The duration of the webinar is 63 minutes.
For me, perfect timing. Spectators do not lose concentration. And in 1 hour you can have time to tell everything you need so that people already make a decision for themselves.
Unlike most other webinars, there is no classic Q&A session where participants can ask questions at the end of the webinar.
This decision is logical, since the webinar is being recorded and it would be too expensive and inefficient to force someone to monitor the chat every time and answer questions.
As you might have guessed, the sale does not happen at the webinar stage, but directly in the process of live communication by phone.
Moreover, during the webinar, the cost of the course is not even voiced – all the most interesting goes to sellers.
During the telephone conversation, as expected, the webinar material is fluently repeated, but only in a more personalized way.
The call begins with a short interview: situational issues aimed at identifying the main characteristics of the lead – where, what does it do, what are your ambitions, etc.
It all further helps a lot to use social proof (yes, again) as a sales tool.
For example, a salesperson will reveal that his interlocutor is a German housewife who believes that she is well versed in growing exotic plants at home.
Further, during the conversation, this gives the salesperson the opportunity to tell that they have many successful students from Germany. Moreover, there are people who earn six-figure sums, also selling a course, built according to the Dan method, about plants, gardens, gardens, etc.
Lida is asked in which area he feels the greatest expertise. And on this basis, they sell him a course based on the nature of his hobbies and features.
In addition, the conversation is filled with interesting tips and valuable information that makes the lead evaluate its prospects and paint a bright future.
The price of the course is also voiced here – $ 997. Of course, it is claimed that this is a promotional value and the price will rise in 24 hours, so it’s worth acting quickly.
It can be assumed that the conversion is quite high, since it is hard for people to refuse after a personal pleasant conversation, full of insights and good mood.
Telephone sales are effective because they help establish a personal connection with a potential customer and convince him of the wisdom of this investment.
People, in turn, tend to agree because:
Telephone sales work in many areas. And they work well.
This is another smart and thought-out element of Dan Henry’s sales funnel.
Some of the tactics used in this sales funnel may seem obvious and simple. But in fact, they are all made especially well and there is much to learn.
Social evidence is one of the six psychological principles of persuasion.
The principle is that people are more likely to make decisions that others also make.
According to a study, 88% of buyers trust other people’s reviews as much as personal recommendations.
In the information business, where trust in speakers and coaches is falling day by day due to poor experience and flooding of the market by “coaches”, “gurus” and “experts”, social proof plays a special role.
Being convincing is not enough. People need more significant factors to become your client. Especially when your product costs several hundred or thousands of dollars and you are verbally trying to convince people that it is worth it.
In the case of Dan, reviews in the format of short video clips are a powerful persuasion tool. And he makes a big bet on him.
During the webinar, Dan shows the numbers from his dashboard, where he shows that he receives most of his clients thanks to thoughtful re-targeting.
Two types of campaigns worth considering in more detail:
As I said, re-targeting campaigns also include videos using social proof, namely, customer reviews, thanks, and success stories.
But here everything is a little more interesting.
Den uses audience segmentation based on geographic data and promotes re-targeting posts that target a specific country, state, or region.
For example, residents of Canada who did not buy the course after watching the webinar will see a video post in the Facebook news feed in which a satisfied student will talk about how he applies his knowledge in Canada and that it works here.
The psychology of persuasion says that people especially reckon with the opinions of those who are closer to them – people from the same country, city, district, school, company, etc.
In fact, social proof has a particularly strong effect if it comes from people with whom people see some kind of connection.
In the case of Dan Henry, personalization touched even re-targeting campaigns, which for a long time were done on the principle of one-size-fits-all.
yaseen