How To Sell Online Courses With EverWebinar

By  Sam Peiffer

If you want to discover my little known step-by-step blueprint to create, launch & sell a successful digital course.. Join for free at marketersociety.com!

In this episode you‘re going to discover:

  • Why you should be leveraging EverWebinar instead of every other automated webinar solution
  • The best automated webinar funnel right now
  • What is the best schedule to run an automated webinar with EverWebinar
  • How you should price your offer
  • How to sell online courses without creating them
  • How I double my attendance rate with one simple trick
  • My secret follow up tactic for selling online courses with EverWebinar
Read Full Transcript

Welcome to the show. Today I want to talk about how to sell online courses with EverWebinar. And if this is the first podcast episode you're ever hearing on this show, go on iTunes or Apple Podcast and subscribe and leave a five star rating if you get value from this episode for Your Business and for your life.

So why am I talking about EverWebinar or online courses and selling via Webinar today? For me, the most important reason is because Webinars work. Webinars are the most consistent sales platform that you can use to sell your products online.

When I first got started with selling online courses, I tried a bunch of things and the first thing I tried was selling via video and creating video sales letters. And to be honest, it worked, but for me it was very hard to create a perfect script that I can publish in a video form. And it always had to be super polished and everything because people don't watch videos till the very end.

And that's the reason why I tried switching from video sales letters to Webinars, because Webinars are more raw.

They are more personal and they don't have to be prepared as well as a video sales letter because people schedule time and then they have like an appointment with you online in a virtual room and then you present your Webinar there and make an offer at the end.

So it can be really a personal experience without all the hassle of making everything perfect.

So in this episode you're going to learn a few things and I'm not, I'm telling you right now what it is, but it's a very long list and I go through every step of my whole process of creating Webinars and selling online courses with EverWebinar. And the reason why I use EverWebinar is very easy.

So why should be leveraging EverWebinar instead of every automated Webinar solution, is my first point. And my first Webinar I did was actually a live Webinar and I did the whole one Webinar a week thing, where I was going live every week and load a bunch of people in the Webinar room via Facebook ads.

So I promoted my live Webinar. It was actually live. Yes. And wasn't an automated thing because I want to refine my pitch and everything. And every week I had like 30 to 35 people on there, and made two or three seconds from this, for 997 Euro.

So it's a little bit over $1,000. So this model worked for me and it was live, but it was very stressful, time consuming, and the advertising cost was quite high because a Webinar with a fixed date, has more commitment than let's say an automated thing with EverWebinar or something.

And then after seven weeks or something, when I had my presentation perfected, I recorded an automated version of the same Webinar and put it on ClickFunnels actually. And it worked.

I was still getting cheaper leads and everything, but I was not making a positive ROI. So it's a return on investment. And the reason why this was, because people were seeing that this thing that I was pitching as a live Webinar and wasn't actually live right?

So yeah, that was the main reason, and it was actually just a video embedded on a ClickFunnels page within with a fake chat and with a fake like give us something where it's worth stating, like Webinar in progress, do not close to this page or you will get out of this presentation or something. And then a couple of weeks later I switched the whole Webinar. I did nothing else.

Registration pages, thank you pages and everything, and the presentation itself were the same. I just switched from ClickFunnels to EverWebinar and I made sales.

Why? Because it's more, it looked more like a traditional Webinar with the working proper chat, where they could ask questions, they couldn't pause the video playback and everything. And that was the difference. The main difference was just that, right.

And when I realized that if I make my presentation with a purpose of making an automated version, Webinars convert much better than just ripping out the replay from a live Webinar and putting it on automated.

This doesn't work very well. So shooting for an automated Webinar in the first place will get you better results than training with a live one and then automating it, the replay.

So that's what I did and made me six figures the first year selling this one single product.

And after this whole start with the Facebook ads and everything, I turn off Facebook completely and started my YouTube channel in the German speaking market, right? And it grew very quickly. So from this one Webinar I made six figures in the first year and it's doubled and quadrupled on whatever and entered a six, seven figure marks, and within two years.

And now I guess, I had to launch last year, a new product because everybody had seen my Webinar because the German space is very small compared to the international market and everything.

But if I would take this concept to the international market, I could scale that Webinar forever. Right? So that's a huge selling point for me to use EverWebinar for my automated Webinars.

And there are a few things to make this work so you can make money with it actually.

And so what I like to do is I am, I want to share with you my automated Webinar funnel right now. And to be honest, automated Webinars are very common to be, are very common right now.

And everybody's doing it because it works very good. But almost everybody is telling you, hey, do you want to come to my live Webinar? But it's not actually live.

So people go on the Webinar and they watch the whole thing, they got used to the whole lying thing. So they lie about being live. And it immediately gets distrust in your person, right? So people, but people still buy it, right?

So I think a lot of people don't care about the thing and they know it's just an automated thing. But some people that are new to this whole automated Webinar thing, they go with the expectation, hey, it's a live thing, oh it's the real deal. And then they see, oh, it's just a bunch of robots in the chat and everything.

So what I like to do is, what I've found to work even better is I be very transparent. So when I'm launching a new product via a Webinar or I want to sell online courses with EverWebinar, then I tell people that it's not an automated Webinar and it's an automated Webinar.

So what I like to do, I say it's a Webinar on demand. You know like print on demand, or like Netflix where you can watch movies on demand or something. People like to do that because they sign up and they can choose their own time and everything and they like the honesty.

So you build rapport before you even get on the call with them. So that's amazing. So what I like to do right now is I have a normal registration page and I don't like long form registration pages in my funnel.

I just like to have the headline, where it says like how to blank without blank. So how to lose weight without starving to death or something. And then a button underneath, just the button and it says, sign me up for the free Webinar or something.

And I use a free, I use a pre headline for something like free Webinar training with Sam, reveals how to lose weight without starving to death. And then they can sign up.

It opens the pop up in EverWebinar and after they get subscribed to the whole thing, they go to a thank you page where just go over a few things.

First thing is they should watch from a laptop because of the conversions. The conversions are higher. I want to change the selling environment from their phone to the computer and they want that they focus for a longer period of time.

I tell them to shut off everything that they could get distracted by. Right? So, like Facebook, Skype and everything where they're hanging out on social media. They should close every page of the Internet browser and put headphones on and everything.

Go in a room where they are not disturbed and everything. So the next thing I tell them is to block out time from their calendar. So actually they should go in and take one hour or two hours, depends on how long your Webinar is. And they should schedule it in their calendar.

This increases conversion by the way. And what I like to do is I tell them that they receive a bonus or something free in the Webinar. That's giving more value when, or it's making it faster or easier to them, implementing what they learned in the Webinar.

So it could be a free cheat sheet or a free book or cliff notes or in a coaching program, an in one mini course or something when they attend the Webinar and stay until the end.

Some people do like giveaways, like an iPhone giveaways or some people even do like, if they stay to the end, they get a laptop or something. Or take part in a giveaway that where they give away the laptop. So that's, that's basically the whole Webinar funnel, right?

So it's just two pages and then you put your Webinar presentation, it's just a video link in Vimeo, you put it in an EverWebinar and those are the two pages.

There is a third page, but you don't have to use it. It's the count on page. And I have made several tests where I had the count on page with a video where I talked about everything in a recap, what they need to do right now and that worked really good but you don't have to do this.

It's just an optimization thing that you can use to increase sales during your Webinar.

And that's the best Webinar funnel that you can use. It's very simple, just a registration page, thank you page and make it really, really simple. Pique the curiosity on the registration page.

People want the curiosity, so don't offer them the solution on the registration page, but make them have the problem or something. Right? So that's very important.

So after that, after you have put on your Webinar funnel and created everything, next thing I get asked a lot is what's the best schedule to run an automated Webinar with EverWebinar?

So what I like to do is, I do three things and it depends on the offer and everything and how to set this up. But in most cases, a top of the hour Webinar is great. And I would start with this one.

So every hour the Webinar starts again. So on every time the hour is, I'm at zero zero so it's a 5:00 PM, 6:00 PM or something, the Webinar is starting again. So that's one way and it's amazing. It's really amazing. It works very good.

So the next one is every half hour, so on zero zero and on 30. So every 30 minute the Webinar plays again. And you have to test it for yourself. So what I like to do last is doing the Webinar every 15 minutes.

And so you have four Webinars every hour and people just see the next one, right? So if it's 16 past six or something, they just see the 16:30 Webinar, right? So, and it counts down to that. And you can test everything like those three variations.

And depending on your offer, you'll see conversion rates either jump up or go down. But you have to be really careful when you use this model, because what I see in the EverWebinar analytics for example, is when I have, let's say, scheduled one Webinar at 7:00 PM fixed, right?

So every day at 7:00 PM plus the every 15 minute Webinar, I lose a bunch of conversions because I have this call at 19 at 7:00 PM or something, right? So just remove this one and have it only shows the every 15 minute part.

So you boost your conversions by three or four times because people get, you get higher attendance rate. And that's key with Webinars. So just because you get a lead or something doesn't mean you make actually, that the people go actually and watch the Webinar.

So the key metric here is how many people are actually attending the "live Webinar". So that's the metric that you look for here. So you have those three schedules. And I would start with the top of the hour Webinar and then test the other two against each other.

So when you're making a presentation, the next thing is how you should you price your offer and it depends. Really, it depends on the type of traffic you're going for.

If you're using free traffic, for example, let's you just pumping out YouTube videos and podcasts, you can go down with the price. Obviously you can sell like three to $500 products and that's because you don't have to advertise, right?

So your margins are pretty much 100% but if you use Google ads, YouTube ads or Facebook ads or whatever, or you're doing like a JV stuff, obviously the price point needs to be higher. And I say at least $600 or most people say for, or sell for 997, that's a pretty standard price right now.

And if you're really good and you have real results and everything and case studies, you can even go to $2,000 and it's working perfectly.

And the conversion rates to expect when you're first starting out is like 1% of every attendee. So it was pretty okay if a hundred people attend and you make one $2,000 sale, very amazing, and if you get better in your sales pitch, or you tweak your ads and everything, you can get even conversions up to 7% is what I'm my highest converting Webinar was.

And it scaled very well. It was the best Webinar I ever did. And even the affiliates told me that they have never promoted a Webinar that was converting as good as this one.

So that you should keep in mind, right?

So price you offer at the correct price and sometimes your Webinar will convert a bit higher at a lower price and it could make you actually more money if you use, for example, a $500 Webinar offer instead of a 997 but you have to take a starting point, let's say 997 and then split test each other against, so make like 500 leads in the first month or so with a 997 price point and then drop it down to 500 and split test, write down the results and then test against each other.

So that's how I find my prices. And if you don't get enough leads or something the first month or so, just do it once a quarter or so and that will work great for you.

So when you're doing your Webinar, make sure that you do your sales pitches three times or so with the price point is you want to test, right?

So one 997 version of the pitch, one 497 and one 1997 so $2,000, and the pitch I do always those three variations and then I test them. So that's how you should price your Webinar offer.

The next thing is the greatest thing that's stopping people from actually making money, and it's the excuse that they don't have a product to sell. So I am teaching you right now how to sell your online courses without creating them in this episode.

And there's something that's called a test group. What I like to do, or a boot camp version of an online course, so you just, when you go to the pitch you're just saying, Hey I'm creating this new product right now but I haven't created yet and I want to give you pre access in a small Beta test group to the product and you can jump in at a fraction of the price that I'm selling afterwards.

So let's say you want to sell it for 2000 give it to them for 500 and the people who sign up, they get the membership access and everything for the product, except there's nothing in it, but just one video where you saying, Hey, thank you for purchasing.

I really enjoy working with you in the future and here's how it goes in the next couple of days. We're doing some live streams. I go live every week and everything and you can ask questions along the way and help me shape the product for you.

And we can make sure that your questions that you have can get answered. And so you can get results even faster. So the beta group is actually more valuable for the people than the actual course, right?

Because they can get direct access to you and everything. And so you don't have to create the product in the first place, but focus on selling it. And if your idea has no customers and everything, you don't have spent five months or so creating a product.

That's what I like to do. It's like Kickstarter, right? Because they just launch a Kickstarter campaign and do pre orders and everything, but they don't actually create the product unless they get the money for the product. And it's enough to fund the whole launch process.

So same thing applies to Webinars and creating offers online and selling online courses. I do it all the time. It works every time.

And if you do a day in the week, where you just go live, for example, you go live on Thursday or something, then just say it in your welcome video in a members area, every Thursday at 6:00 PM I go live and we have this amazing call, two hours of great content every week for six weeks.

And after that we do some bonus calls and everything. Make a really good offer. So that's the thing here. So you can start basically with nothing. And sell just one video in the membership area and then do the whole process with a, in a bootcamp style in a drip style.

So next I want to give you a secret trick that I use to double my attendance rates. And this one is amazing.

I really love this technique because other marketers are offering replace of the Webinar spots, this is the number one conversion killer of sales, right? Because I have, in my analytics, in my EverWebinar account, I see how many people are attending the actual replay and buying from the replay.

And when I have a 5% conversion rate of my 497 product for example, then I have a 1% conversion rate in the replay. And why should I offer replays when I have, when I make more money in the "live Webinar"? So I make five times more money when I'm just doing the live Webinar.

And this is, this is key here, right? So if you want to make more money just do the normal live version of the Webinar. So just say no replays, thank you.

And then the trick for higher attendance rate is just say no replays ever. I won't do a replay, you have to attend the call, otherwise you'll miss out. So the FOMO, fear of missing out, kicks in and people actually consume the Webinar and stay til the end.

And if people miss the Webinar, then you just sent them in your follow up, an email where you say, hey, you missed the class. That's really bad, but I'm doing an an encore Webinar. Like you're doing another Webinar this week, the same one, but you can sign up for it right now. It has no replay to, and then you just send them the actual landing page of the Webinar.

They just sign up for right now. So that's it. That's the whole trick here. And then you have this kind of loop thing where people that don't show up get the email with the in the end core Webinar and then, and then I can watch it again.

So you don't miss those sales and you make five times more money off the live version than in the replay. And that's across the board. And when you say that there is no replay, your attendance rate goes from an automated Webinars, usually around 50%, it goes up to 80 and 90%.

It's amazing. So if you have a hundred people signing up, usually 50 going to watch the Webinar. And if you just say, just by saying you're not offering a replay, it goes up to 80 so you have 30 more people that watch your Webinar and that's amazing.

So that's a really good trick to get higher attendance rate and even more sales.

The last thing you need to know is after you have put your Webinar and everything together, after you have made your first sale, I would start with optimizing your followup and my tactic for a fantastic followup for selling online course with EverWebinar is very simple and straightforward, but it's working and it's still doing great results, and it's 72 hours follow up.

So in the first one I segment, I will do three emails to segment my attendees and my non attendees and people that don't buy. So I remove people that buy from the whole Webinar itself.

People that buy, I remove right, so, and people that don't buy, but watch the Webinar, get a, just a link with, hey, the offer is right now here, I'm doing some simple Q and A via email right now. Just sign up.

People that didn't make it to the Webinar, just like I told you, there isn't a encore Webinar. And then I go the next day, to pitch like two day picture, right? 48 hours.

So the first one is I'm just reminding them and segmenting them and for everyone that's still on the Webinar follow up thing, they get like a count on, right?

So first one is delivering results people got during the Webinar. That’s important that people get results with your free stuff. I kinda like this concept, and it makes people think, oh, he got value just from the free stuff, imagine what results you can get with the stuff that he is teaching in the course or something. And it’s really good.

So this is the first one showing people results. Then the next one is offering bonuses that you haven’t talked about in the Webinar itself. And then after that, on the last day, you do like a count on, so you do like 24 hours left, hop on board, six hours. Yeah, six or 12 hours left, six hours, three hours. And that’s it.

And if you want to use even more urgency and scarcity, say that your offer closes down for six months because you want to, because you want to deliver great results in the test group first, and you need those six months to make sure everybody who’s in it gets results.

And the last thing is, use urgency count on timers like deadline funnel and just put those little count on timers in your emails. And every time somebody is opening an email there’s a count on time and you can embed that on your sales page and it’s synchronized, right?

So they open it and see, oh is fuck it’s six hours, and then they click the button or the link in the email and they go onto the sales page and they say, Oh fuck, six hours left and it counts down when after those six hours, the offer expires and the page is redirected and the email shows offer expired and everything.

It’s so cool and it’s real urgency, right?

So it’s not fake urgency, what I absolutely hate. And you could pretty much do it yourself with just a few clicks. They have really good onboarding and everything and a good support.

So combination of EverWebinar and deadline funnel is amazing. So if you liked this episode and you got some value out of it, I will be honored to have you on my free workshop where I teach you how to create, sell and launch info products like online courses, coaching programs, masterminds, and the link is in the show notes.

Just go there, sign up for the waiting list, and when I go live with this whole thing, then I’ll notify you and you can get instant access and we have a great experience there. So that’s it for this episode.

I’ll see you in the next one. Bye Bye.

About the author

I'm the author of the Ecom Black Book. My passion is to help you make money by building a successful online business. In my free time, I share my valuable insights on my podcast and on YouTube.

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