The Big Promise & 3 Secrets
Here I’m going to discuss the concept of the perfect webinar as it relates to online courses – covered by Russell Brunson in much of his teaching, his webinars and books.
The idea is to put on a web-class or webinar that you can invite potential customers to attend.
The reason they will attend is because you are going to offer to solve their problem during the webinar.
Overall, the purpose of the webinar on your side is to sell access to your online course. However, a potential customer will see this webinar as an opportunity to solve the problem that your course addresses.
So the big question is how do you structure the webinar so that you convert that potential customer into a paying customer during the webinar?
It’s the same as any sales process. Firstly you want to filter out the people that are not suitable for the course. Secondly, you are going to handle the objections of the people that are suitable for the course.
Filtering Out Unsuitable People
Firstly, you will do this filtering as the very first part of your webinar by setting up the headline of your webinar. As I said already, you’re going to offer to solve the customer’s problem during the webinar. Now this problem is going to be one of the problems that your course addresses. Solving this problem is only going to be interesting for people who are suitable for your course. If the problem you are solving is about chess for example, and your webinar offers to help people understand chess strategies, then you are definitely going to filter out anyone not suitable for a chess course.
Secondly, you will be handling the customer’s objections. Based on research and sales theory, these objections are going to fall under 3 main headings.
I will go into more details in a minute, but let me briefly explain what these headings are.
The first objection is going to be about your course – the customer believes that your course will not help them.
The second objection is about their own ability – the customer believes that for some reason, they are personally not suitable for your course.
The third objection is about external factors – the customer believes that something external to themselves and your course will prevent them from benefitting.
So, let me just recap: the first objection will be about your course, the second will be about internal factors (or their own suitability) and the third objection will be about external factors.
We understand that the heading for the webinar will filter out people unsuitable for your course. The next question is how are you going to build in the objection handling into your webinar.
The way we do this is by building in the objection-handling into the main content of the webinar. So we set up 3 secrets that deal with each of these headings. The first secret deals with the objection about your course, the second secret deals with the internal objection and the third secret deals with the external objection.
So, let’s go into a bit more detail about how we build these 4 cornerstones of our sales webinar: the big promise and the 3 secrets. In other words, the filtering and the objection handling!
The Big Promise
You are going to make a big bold promise as your headline for the webinar. Your promise is going to be that you will solve a big problem for your potential students during the webinar.
You have spent time thinking about why people want to complete your course. Your big promise needs to address the main pain or problem that your course solves.
People will be drawn to the idea of solving that big problem in an easy way, so they can get the pleasure without the pain.
This will be your main marketing hook and you will be using it on a continual basis throughout all your marketing so it’s important you get clear on it.
A lot of the time, this hook will be in the form:
“How To Achieve ‘X’ Without Having To ‘Y'”
The 3 Secrets
The 3 secrets will form the content of your webinar and all will revolve around the big promise.
So, whatever your big promise is, these 3 secrets will describe the way that they can achieve that. The 3 secrets also handle the 3 main objections that people have about your course, usually in the following order:
- The objection that your course will not provide value. TO handle this objection, we can use the modelling concept.
- The objection that they will be unable to complete it or that they will be unsuitable. To handle this objection, we can use the “magic formula” or “secret sauce” concept.
- The objection that something will get in the way of their success, for example some external factor such as time. TO handle this objection, we can use the commitment concept.
Let’s go into more detail:
The first objection is that your course will not provide value and to handle this objection, we can create a secret around the modelling concept. Let me explain.
The first secret you create can be based around modelling and the wording will be about discovery. Essentially, you can say something like “Discover the secret that works for someone else: see the proof…”
The content of this secret is based around modelling what is working for others. These others could be stars in your industry or it could be somebody unknown that is achieving amazing results. Either way, this secret handles the objection by showing how other people achieve what you are promising. In some ways, it removes the “impossible” concept from your potential students and replaces that with “possible”.
An example here could be “Discover the secret method that allows Superstar Steve to achieve amazing results”
The second objection is that they will be unable to complete it or that they will be unsuitable. To handle this objection, we can use the magic formula concept in secret 2.
This second secret is going to be based around demonstration and the wording can use around the “formula” or “secret sauce” concept. Essentially you are encouraging people to suspend their disbelief by using something unknown to them – your magic formula or secret sauce.
During this secret, you are going to demonstrate parts of your course to your potential students to show them how easy it is.
You can say something like: “Discover our magic formula which allows you to change your life in 3 easy steps…”.
The third objection is that something will get in the way of their success, for example some external factor such as time. To handle this objection, we can use the commitment concept.
This third secret can be based around the commitment required on the part of the student and can give them a clear and easy to understand idea of the commitment required on their part.
During this secret, we want to emphasise how little commitment is required on their part and encourage them to imagine the benefits of making this small commitment. As they begin to imagine themselves making the commitment, they imagine owning your course and this will encourage them to want to buy!
This secret could be something like, “how you can achieve these amazing results in less than 4 hours per week”.
So that is it for the big promise and three secrets. That is how you come up with them.
The big promise will filter out people unsuitable for your course.
Secret 1 will handle the objection that your course is not good enough using the modelling concept.
Secret 2 will handle the internal objection that they are unsuitable, using the magic formula and suspension of disbelief.
Secret 3 will handle the external objection that external factors will get in the way using the commitment concept and ownership experience.
To strengthen each of these elements during the webinar, you’re going to create stories of real people and events that will help you rebuild false beliefs, and I’ll go into that in more detail another time.
For now, when you are developing your webinar, the first steps you need to take are to develop these 4 main elements, your big promise and three secrets.
This will set you on the right path for creating a webinar that sells, because it filters out unsuitable people and it handles the main objections that suitable students and potential customers have.
- What is the big promise?
“How To Achieve ‘X’ Without Having To ‘Y'”
- What is secret 1 (modelling concept)?
Discover the secret that works for someone else…
- What is your story to illustrate secret 1?
Story about how secret 1 affects someone…
- List 5 potential customer types
Tell stories to combat the ‘not for me’ objection
- What is secret 2 (formula concept)?
Learn our secret formula which allows you…
- Which parts of your course are most impressive?
Prepare parts of your course to demonstrate
- Who has achieved great things with your course?
Tell a story which combats the ‘unable’ objection
- What is secret 3? (commitment concept)
Clarify the number of hours needed per week…
- Who has been able to commit to your course?
Tell a story to combat the ‘can’t commit’ objection
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I am the founder of 10000 Members Grow Your Membership To 10000 Members. The reason I run this site is because I love helping course creators and membership site owners build a successful business. I do this through webinars, coaching, speaking, consulting and heading up the awesome community at 10000 Members.