This whole story is also built according to an already tested scenario – soap opera (soap opera):
- Drama . The hero talks about life’s difficulties through which he had to go, causing a feeling of pity and empathy.
- Bottom . Then comes the climax, when the story comes to the point where the hero through all his problems has reached the bottom – nothing happened and life turned into a nightmare.
- Breakthrough . Fortunately for listeners who are already worried about the unfortunate one, the story ends on a positive note – the hero finds a path to success and gets out of the situation. And he does it simply, because he solved the secret of success.
- Pietsch . The hero makes a “proposal that cannot be refused.” He invites students to learn all the details of this secret and step-by-step instructions on how to achieve success in the same way.
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:
- Reminds you for whom this course is. Dan lists the qualities that a person must possess in order to maximize the benefits of course materials. He again denotes the target audience, making it both as narrow and wide as possible. In short, you should strive for financial independence, but you should also understand that owning a business is not easy. It seems to have narrowed the audience, but it seems he called the qualities that apply to everyone.
- Makes a clear and concise call to action. In this case, it is an opportunity to schedule a free 45-minute call with his assistant in order to make the course more personalized and help participants get the most out of the course materials. It takes 15 minutes to register for a call. The timer starts, while Dan continues the presentation.
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:
- The course is very detailed and contains step-by-step instructions for achieving goals.
- If you don’t know something, then you will find all the answers in this course.
- You don’t have to be a genius to earn millions online. Why? “Because the author of the course at school suffered from dyslexia, dropped out of college, lived with his parents in a garage and was never quick-witted. But in the end, he became a millionaire. ”
- Being stupid is not a problem. The problem is to do nothing, but just keep on dreaming.
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.