It will be a win if you give
more people that are interested
in opportunity to buy from you,
that's going to guarantee be a win.
Hey, what's going on?
It's Joel Erway with another very
special episode of Sold With Webinars.
Today, you are in for an amazing treat.
So I'm going to hit you today with
another very special interview series.
We're going to have a joint expert
on here, a co expert, Felicia Pagesh,
and she is an international business
consultant and digital marketing
expert with over a decade of experience
in working with some of the world's
leading experts in the areas of business
success, joint ventures, personal
development, and health and wellness.
And today we're actually going to
be talking about something that
we've never talked about before,
which I have always had the idea
to, but I've never executed, right?
Because I'm a content guy.
We have tons and tons of
content, but we have the expert.
We have somebody who's done over $35
million with her webinar strategies
with herself and her clients.
And she's going to talk about a
very unique opportunity to repurpose
your webinar content, to appeal to
all different types of audiences.
Felicia, I'm excited.
Welcome to the show.
Hey, how's it going?
It's great to be here.
I'm very excited.
So why don't we kick this off real quick?
Give a quick 30 second background
about your credibility, your authority.
Let our audience kind of, you know,
rather than me talk about it cause I've
got your bio right here, but I love to
hear it from, I like to hear it from you.
Hi everybody.
My name is Felicia.
I'm a six to seven figure
business consultant.
I typically help with growth
strategies for business owners
who have sort of a webinar or some
kind of campaign strategy in place.
I'm a glorified, a whole poker, which
means I could basically go into any
campaign and within just a couple of
minutes, I could find the biggest areas
to leverage and figure out some strategies
that we can put in place to improve
based on the speed that it takes to
implement them and the level of impact
that they would have once implemented.
Like you said, I've been doing
this for about 12 years now.
I've worked with Brian Tracy, Mike
Koenigs, when you were CATI, a lot
of people in the digital marketing,
personal and development space.
And also I'm a partner in a diet and
health brand called the 17 day diet.
Um, so essentially that's me and that's
kind of what I'm going to talk to you
about a little bit today is how to
kind of repurpose some of this content,
referencing some of the different
brands that I work with and how some
of these strategies work across the
board, regardless of industry, which
is what's really, really cool about it.
Content repurposing with the webinars.
Is this something that you
always kind of had an idea for?
You say that you're a
glorified hole poker.
Where did you come up with this idea?
Was it, was this one of the holes that you
poked in one of your client's strategies
and it ended up being like a massive win?
Like where did you come up with this idea?
That would have been the
cooler way to go about it?
It's selfishly how it came about is
because, you know, we all, you know,
I've worked with all these different
companies and I see the investment that
goes into creating these webinars, right?
It's like this core content piece that
gets worked and reworked and tweaked, and
it costs a lot of money and it's just this
huge outpouring of everything of love.
And I'm sitting there going
personally, I would never watch this.
I'm too type A, I would never sit
here and watch, you know, a one hour,
content piece, but I'll make a decision
with just a couple of, you know, if I
can read a couple of lines of texts,
that's enough to get me somewhere else.
And, I realize I'm not alone in that
when I talk to other business owners
who also would never watch this thing.
We all know that it works so well, but
it's like, if we're not going to consume
it, who are we expecting to consume it?
And why would we, you know, just
kind of limit ourselves in that way.
So selfishly, it just came from my
own disinterest in spending an hour
of watching content in that way
but realizing that, you know, the
message is there, it's polished.
It's a perfect way it converts.
So how can we find better or
different ways to appeal to
people that consume differently?
Felicia.
I got to introduce you to
our mini webinar system.
That's the whole reason why we
created the mini webinar for the
type a clients who don't have the
time to sit through a webinar.
But I think what you've got here is
an excellent, excellent alternative
for repurposing this content.
So let's kind of dive into it.
Tell me about, let's start with like
the first story, the first project
that you worked on with this, with
repurposing like how did it go?
What was the, what was the project?
So I was working on a, I was working
on a webinar for it was actually
for Brian Tracy, we were doing
our how to write a book campaign.
And you know, there's a lot
of, there's a lot of different
variables that go into that.
But when you're, when you're
measuring your results, right, this
is the first place that a lot of
people make them mistakes is by
not having the right tracking in
place to measure their results.
So they're kind of shooting blind.
So we are measuring our results to see,
you know, how many people showed up,
how many people stayed, how many people
actually heard the offer, how many people,
you know, bailed before they even heard
anything but we know they're interested
in the topic because they opted in for it.
And so we were kind of
toying around with that.
We had a pretty big drop
off pretty early on.
So we were building a follow
up sequence is actually to, to
capitalize on those campaigns.
And then, you know, it kind of just,
it kind of just came to me well,
why don't we, you know, these are
people that want to write a book, I'm
sure that there are other ways that
people learn how to do this, besides,
you know, this one particular way.
So I started to just toil
with that and kind of rework
it a little bit and thought.
Okay, why don't we transcribe this?
Why don't we turn that into an ebook
and why don't we give people the
option to consume either in the webinar
format or in the book format and lo
and behold sales came in immediately.
And that was before the, these people
would have ever heard the offer otherwise.
And I'm like another great example of
this was when I was working with Mary
Morrissey, we were doing a campaign
for her where, you know, as a PLF,
like product launch formula style
campaign, it's the three videos.
And you don't hear it about an
offer until, you know, video four.
That's the solution.
So we're on video one, run video two,
and, you know, we just live in a more
instant gratification world these days,
so people are consuming differently.
So instead of having just those three
videos on the page, we had options
to transcribe video on transcribed
video, two transcribed video three.
So you can actually read the full
portion and go along $40,000 came
in before anyone would have heard an
offer before an offer was even made.
Oh, yes, by just by retweaking
it a little bit and putting that
content in front of someone that
wants to consume it differently.
So when you, I want to go back to
the Brian Tracy campaign, right?
Cause this is, this is a big, this is big.
Aha.
Okay.
So for anyone listening right now, let
me ask one question before I kind of.
Expand on my thought.
Did you tweak when you had
that transcribed, right?
You said you had a pretty
big drop off early on.
So people weren't even seeing the offer.
So you had it transcribed.
And did you send that to the entire
registration list or did you set it?
Just the people who are, who, who
jumped off here's what's really cool
about it is that there's, there's
two ways to really utilize it.
One is to get more sales.
From the webinar, one is to get
more leads into the webinar funnel.
So we, what we did is we first,
the first thing we did is we put
the option and to download the
ebook on the webinar watch page.
So it's just a very, very subtle,
soft sell, like find a soft selling,
but a very subtle link that says,
click here to download the ebook.
So it's not advertising it because
you know that your webinar's
still your poor sales component.
You still want people to
consume that as possible.
It's now saying, you know, you could
put this on the replay page or I
would put it on the first run page.
I'm all about putting the offer in
front of as many people as possible.
But
Yeah, we are going to be best friends.
We are going to be best friends,
like, like a hundred percent anyway.
So you, if you had.
Your preference, you would put it
immediately like right on the live page.
Yeah.
That, and here's what else I would do.
That's what we learned from
that it's really cool is to
get more leads into the funnel.
Right?
So if you're, if you're an opt
in page is, you know, go here for
this workshop training, go here
for this, whatever it is, right.
Free, whatever.
Perfect.
But, you know, and a lot of people
will go in because they're interested
in the topic and you know, the ones
that won't show up, maybe they're just
not consuming that way, but there's a
whole bunch of other people that would
love to maybe read about it first.
So you can actually use that
ebook or that written piece as an
incentive, right on your opt in page.
So it would look like, you know, signing,
not for this free dah, dah, whatever
minute workshop or in your case, you
know, mini workshop or whatever it may be.
But just by having this little bonus
incentive right on your opt in page, it
says, plus when you sign up, you'll get a
free, you know, 12 page or 26 page ebook.
It just overcomes any kind of resistance
by now offering both of those options
because you know that in the followup
sequence, you will give them one or
the other, or both in some capacity.
So just by putting that on the front end,
you're now opening up the funnel to, you
know, double or triple the amount of leads
just by offering that consumption type
to appeal to people on the front end.
So have you seen opt
in rates go up when you
100%.
And what's really fun is from there.
You can even flip flop it.
Because, you know, every
everyone's audience is different.
It's always worth the test.
So what we like to do is sometimes
we'll we'll feature, you know,
sign up for the free workshop.
Plus at the bottom gets
your bonus 26 page ebook.
Right.
Then we'll flip flop that sign
up for your free 25 page ebook.
Plus when you do get
a bonus mini workshop.
So have you seen one outperform the
other, or like what's your preference?
I would say.
There is no right answer for any of
the individual campaigns I've run.
I've seen some brands respond incredibly
well to the ebook first workshop second.
But I've seen it work totally
the opposite way for other ones.
That's why this is a hundred percent
of something to try out as a test.
And just to see what the response is like.
Yeah.
Also, you know, it may open up more
leads on the front end, but it may,
you know, hinder sales on the backend.
So you always want to be cautious
of how you're testing that.
And I still always recommend putting the
webinars first, once you get someone into
the funnel, advertising those things in
any variety of ways that it gets more
leads into the funnel can only help you
later when you're capitalizing on that
through the conversions in the funnel.
This is like one of those things
where you just think it's like, you
think people should have already
figured this out, like, especially,
especially marketers, right?
You think that somebody like this would be
more mainstream than it is, and it's like,
we've already got the content created, why
not turn it into a fricking ebook, send
it to rev.com like get it transcribed.
That's exactly what you're doing.
Slap a cover on that bad
boy at a table of contents.
And what's really cool about this.
What I love so much about these eBooks is.
Three weeks, three weeks after
your live launch ends or whatever.
Um, you know, the sales slow down,
obviously you don't have the urgency,
things like that with the ebook,
you're getting sales three weeks
later, you're seeing where the
heck are these things coming from?
Oh yeah.
I put a one page offer in
the back end of my ebook.
I put subtle, soft sell links
throughout my ebook, and now people
are going to an evergreen sales
page and buying this product.
From an ebook that I totally forgot they
had, that was sitting in their inbox
that they just decided to look at today.
Wow, man.
That's like, it's,
it's, it's kind of, man.
I just feel, I feel very, uh, I feel
horrible about myself right now, because
it's, it's one of those things where
it's like, you could get so much more
mileage for what you've already built.
It costs so much time, money, and
resources to create these things
that we just, you know, we don't
squeeze enough juice out of those.
Yeah.
A hundred percent.
So with, so going back to the Brian
Tracy campaign, so did you say, um,
Would that specific example, like, do you
remember, who did you send that to the
entire registration list or did you only
send that to the people who opt opted?
Who, who jumped off early or yeah.
For the ebook?
Yeah, because you said that was kind of
like a last minute thing, like you saw.
Yep.
So what segment did you send that to?
Yeah.
So what we did is, you know,
basically what I do is I create
behavior based follow up sequences.
So I was not part of the process
and basically saying, okay, there's
kind of three different groups here.
So the people that opted
in and showed up, okay.
And then there's the people, but they
didn't stay long enough to hear the offer.
And there's the people that opted in,
showed up, stayed and heard the offer,
but didn't take the call to action.
Then there's the third group of people
that opted in and didn't show up at all.
So in my, you know, there's kind of
this three of an audiences, which means
for the first audience that showed up
for the offer and just didn't respond.
You know, I don't want to send
them a webinar again, this is
kind of how this started is
they've already seen this webinar.
Clearly.
We didn't do a good enough job to overcome
resistance with this group of people.
So let's send them something else maybe
that, you know, would be more helpful.
So.
We actually took that ebook and put that
in front of them because we don't know,
you don't know how much of it, they, you
know, they may pet it on the background or
whatever it may be, but we don't want to
send them the exact same piece of content.
Let's just see if we can put
it in front of a minute ago.
And you know, that's where
we started with that group.
Then there's the group of people that
didn't stay long enough to hear the offer.
So those people, we gave them
another chance to watch the replay.
And on the replay page, we put
the option to download the ebook.
Then for the third group of people
that just didn't show up at all,
we gave them another opportunity
to show up in that group.
We did the exact same thing.
We put the ebook right on that page.
And then from there you'll either
watch it or you won't, so you
may see the ebook or you won't.
So then we would just go straight in the
followup sequence from email to ebook.
So it feels like a total different
piece of content, but you're really
driving them to the same kind of thing.
It's just, you know, shifting the
perception, shifting your purse.
I know what content actually is, and it's
just a series of ideas and those can be
delivered in a lot of different ways.
Perfect.
Yeah.
So it's interesting because the marketer
in me is thinking like, okay, if I had
a webinar and we had the people drop
off super early, I would have been like,
crap, the contents off, like Holy crap.
Like, so like we have a big issue here.
We have a really big issue here.
But what you're saying is not really
like, you know, maybe for whatever
reason, the presentation or the person
who was presenting just wasn't compelling.
Like you have no idea
why they dropped off.
It could be timing, you name it,
but the content was actually good.
Like it was, it was still good
enough to convert you just
going to switch them over.
That works for the people that,
that kind of content works for,
which is great because everyone
has something that works for them.
And really, so to you,
if you have a webinar.
Because if you have a webinar,
you have eBooks, you have action
guides, you have workbooks, it
turned those into fillable workbooks.
You actually have blog content, which
I would use to, you know, the last
part of that campaign we would send
to the people that just did nothing
months later, we would send them to
blog posts that were basically just
deconstructed versions of the three
talking points in our webinar and the
people like those and went to those pages.
We opted them back into our newly
recoiled webinars sequence to see
if we can get their interest that
way through just reading a different
consumable piece of content.
Let's let's break this down even further.
Okay.
So we talked about the Brian Teresa
campaign, like how other, I mean, and
you kind of just already touched on
it, but like, How else do you start
to repurpose it and tie it all into?
I'm assuming this all comes
into the same campaign.
New campaign, it's all secular.
Yeah.
That's the great thing about it is
you don't have to create anything
new or spend any more money.
Everything that we talk about
today is something that you can
do within the next 24 to 48 hours.
And most people take just one of these
ideas and it makes a major, major shift.
So some of the other cool things you can
do, you know, if you've got the webinar,
you can transcribe that into an ebook.
We talked about that one.
The other thing I love to do, and it
sounds like you guys do, might actually
be doing this already is, you know, these,
these micro workshops, which for us is
really a deconstructed video sequence.
So what we do is we take the
webinar, which of your three
main talking points, right?
We take that, we add a
tip and tail voiceover.
To the introduction so that you have three
now separate pieces of video content, you
had a separate intro, a separate call to
action at the end of each of those videos.
And now you have three different
opportunities to find it an angle.
That's going to appeal to someone because
maybe your webinar, how to do XYZ.
Sounds great.
But if this person here's just one
of those specifically, that one angle
that really interests them, that
might be enough to draw them in.
Then they want to stay for the
next video in the next video.
So it's just another angle to get more
people to consume that content by breaking
it down into those three video pieces.
So you've got the three video
pieces and you said this is
all part of the same campaign.
So is this after the initial campaign,
the initial webinar campaign ends?
And you are those three workshop videos,
are they three separate invites or do
they have to opt into the video series?
Like, is this, is this a PLF
video series or these are three
separate or these are just ungated.
You do not want to hinder people
from watching your content that
want to consume it in whatever
way they want to consume it.
I would never get it.
Basically I would send this to anyone
who's already opted into that sequence,
but how I'd also send it to people that
haven't, and, you know, if you want
it to put the opt in on the back end
of that video and then bring them into
the sequence that way, do that as well.
But, you know, If your content
in any way, it has a, has the
potential to sell to somebody who
wants to content and more of it.
Stop preventing them from
being able to do that.
So I would in the, in the sequence,
I would have those completely
ungated, they're just content pages
with video content, I'd add a little
subtle, soft sell link at the bottom.
For more information go here drives
to your evergreen sales page.
And then simultaneously I would also
go to my whole list of people that
haven't opted into this whole thing.
And I would say they opted
like, watch this great video,
just watch this great video.
And they go to a page that
has the video content.
And then on the back end of that, yeah.
You could say, if you want more videos
like this, tell me where to send them.
And then, you know, it's just
another way to get opt-ins into
a different part of this funnel.
And then you can even rearrange that
around so that after those three part
videos for the new people that just
opted in pop of webinar in the backend.
Perfect.
So what I'm understanding
correctly is this webinar is
really a live launch webinar.
Once it ends, then you turn it
into an evergreen sales page.
Right.
And you've got all the contacts
I have two in my pocket waiting, I have
my live launch page for the live launch.
That's happening with my bonuses,
my urgency, whatever gets
removed whenever the launch ends.
At the same time I have my
standalone evergreen sales page.
That is just whatever the price
is that I want this product to be.
I don't have it published on my
website, but I have it ready for
any of the people who buy before
the offers made in a live launch.
I haven't ready for anyone that reads
my eBooks that I had transcribed.
And anybody else that just sees a
link and is curious, wants to click
it and might buy that product.
So they're not feeling duped by,
you know, not getting the bonus
stuff because they're never seen it.
As soon as they buy from this
evergreen page, they're going to
be suppressed from this campaign.
They're going to get their deliverables
and they're going to be extremely happy.
Awesome.
So what's interesting is this secondary
campaign of all the repurposing
it's completely evergreen mean?
There was no, there was no time deadlines
on all of it and any, any of it.
Right?
This is truly just like it's.
Whenever they're ready to buy.
Like there's, there's that opportunity.
So do you ever include any urgency in
that kind of second helping campaign?
The repurposing campaign?
Yeah.
I mean a hundred percent basically, you
know, if you put these people into, you
know, if you, if you've got your live
launch webinar, you're doing everything
you can to get those people to watch it.
Right.
But if they're not going to anyway,
the evergreen thing is what's
going to be your catch all forever.
So you can do a lot of things with
you know, full disclosure, by the way
is always what has worked best for
me, not pretending like it's live.
If it's evergreen, whatever's
on demand is on demand.
People don't like to feel
like they're being duped.
Well also I feel like in some
cases, urgency makes sense.
In other cases, it's not necessary.
So for those things, you can do
a lot of fast action bonuses.
It's just that you cookie it to
the countdown timer that applies
to when they see that page.
And when they set that up, you could
definitely do things like that where
you are providing extra value for
someone that takes action right away,
or, you know, you can also have a
countdown timer that removes something.
Whenever, you know, the
countdown timer goes away.
So rather than giving
a bonus, it's saying.
This is what you were going to get for
this price, but if you don't buy it
within the next amount of time, then
you're not getting this part of it.
So it makes it yeah.
Easy for you really when you're,
when you're doing it in an evergreen
format to add and remove things
that are still urgent makes sense.
Without them actually being, you know,
in the, in the launch sense, urgent.
So if somebody gets your ebook in
the middle of that, and I think
I'm getting too deep in the weeds
here, and I hate doing this.
So if this sounds too
technical, then we can move on.
But the ebook that you send inside of your
initial webinar launch campaign, you said
that links to your evergreen sales page?
That always links to the evergreen
sales page, because you don't want to
get someone who, you know, sees a live
link from the launch and then reads that
ebook later and then feels duped by it.
So that's why as soon as I do a launch,
I always have my secondary evergreen
offer page and campaign ready to go.
Cause it's, it's basically just, you're
here launch page, but you're removing
some things or you're changing some of
the urgency so that it's standalone.
So it's a duplication of that with
some small modifications, super easy.
And it's super easy to do if you just
remember to do it at the same time.
And so if somebody buys that during the
launch, they ever say, Oh, I wanted the
bonuses or I went to the wrong link, and
then you just, you just give them access
or in the bonuses, you always honor, you
know, what, what your commitment is in.
You ultimately wanted
them to have that anyway.
Right.
Just that they saw in a different way.
So of course.
Cool.
All right.
So let's talk about those
three workshop videos.
Do those have to be rerecorded separately?
Are you just taking them from the webinar?
So here's, what's super cool about
that is if, if it's done in a way where
you're going through three talking
points in a webinar, which is your
typical structure, then with your
webinar content, I mean, with your,
with your video workshop content,
all you're doing is you are recording
a, an audio voiceover introduction.
Hey, this is Felicia today.
I want to talk to you guys about
something really important.
It's how to repurpose your
content for webinars specifically.
Okay.
And then that's it.
And then you edit that, just
pop it over a slide that comes
at the beginning of the video.
Then you attach the content
for the topic of the webinar.
Make sure you remove anything that
was time sensitive in that time.
And then you just put
an end call to action.
You record an audio.
End call to action.
Thanks so much for watching.
If you really like this, go to this
page for more information, you can get
all the details here and that's it.
And then under that little video
is a soft sell link that goes
right to your evergreen page.
So you can literally use the
exact same webinar content.
Like you don't have to rerecord it.
It's the exact same content
they pulled from the webinar.
Are you just putting the pre
roll and they, and you know, the
bumper, the bumper content, right?
Tip and tail on it.
And now you have a whole standalone
piece of content that could use in,
like I said, any number of ways, not
just a video, but any number of ways.
So on your whiteboard behind you, for
anyone who's watching the video of
this, you've got kind of, I think this
is this whole thing mapped out, right?
And so we talked about the ebook.
We talked about the three workshop
videos you've mentioned audio.
What is your favorite one that, what
is your favorite type of repurposed
content that you get from a webinar that
it seems to make a really big impact.
Yeah, for me, it's, it's the
double usage of the ebook
transcription on the download page.
I mean, on the workshop watch page,
but also the usage of that on the
opt in page to incentivize, because
you could literally double your
sales and your leads with that.
One thing I've seen it happen
across multiple different
companies in different industries.
Just by doing those two things.
It's and it's simple stuff, right?
It's it's just an adding an incentive.
It's not going to hurt anything
to put that on your opt in page.
It's just not going to hurt anything.
It's just another thing.
Oh, well, okay.
Yeah, sure.
I get two of these things.
Great.
And you know, and then you're giving
yourself a forever opportunity to get
a sale from the person that three weeks
from now, that's that email off the
shelf and decides to read your book
and then, you know, goes and buys.
It's amazing.
So the ebook is really kinda
the one that you've seen make
the biggest immediate impact.
It's so simple to do so simple to do.
You already had the
next thing you could do.
The next thing is with those, if you
decided to deconstruct it into the video
series, what I've seen work really,
really well is to take those individual
topics that you have transcribed.
And instead of turning them
into disguise, you can actually
turn them into fillable PDFs.
So it then becomes like a, it becomes
like a workshop series where you're
talking about something in a video
and, you know, in your webinar you
might be addressing things like
ask yourself, what's the number one
thing you could do to XYZ, right?
You're like working through
a process sometimes.
So instead of just transcribing
those three content pieces, you
could actually make those fillable.
Ask some questions and let them work
through each of those pieces of content.
So then they really become invested
in consuming your content because
it's not only something that
they can just read or look at.
They're actually utilizing it to, you
know, to make changes in their business,
which also hooks them into wanting to stay
for videos two and videos three, because
they're kind of building an action plan.
So we call it it's action guides
or a workbook that goes along
with your workshop training.
And that makes it a whole
different level of perceived value.
That's awesome.
I mean, you could, you could even build
out an entire micro site, like now that I
think about this, like you'd have three.
Compelling blog posts at least
three compelling blog posts.
You can pull from this webinar.
You can have worksheets, you can have
videos, you can have your webinar
and you have your sales pages.
Like you could create an entire
micro site with content, like ready
to rock and roll just from one.
Not only that did you already have.
You've already got all this stuff.
It takes literally 24 to 48 hours.
Everyone that I, when I do this
presentation live, there's always someone
that will reach out to me a day or two
later and say, just by changing this one
little thing, I had this done overnight
after I've watched this and I got 10K
from just making that little, like the
stuff is so simple, it's just not obvious.
And it's so easy to do,
which is what I love.
It.
Doesn't like everything I do
is based on speed and impact.
And so this is both of those things and
it's my favorite way to rework stuff.
The other thing is, Oh, yeah.
So there's some other stuff that you
get as well with this, basically, there
are people who, for whatever reason,
one on watch this, but they're not
in a place where they can watch it.
They want to read it, but maybe they're
not in a place where they can read it.
Also trans I also have all of
them, my MP4s turned into MP3s.
And so after I put the video in front
of them, after I put the ebook or the
transcript in front of them, the next
thing I do is say, Hey, Free download,
listen to it in your car to get anywhere
you want to go put it on your, you
know, whatever, whatever it may be.
And then the only change you make there
is you create an audible call to action
with a really easy to remember link.
Like, so just go to, you know, activate
branding forward slash book or whatever.
It may be something that they can audibly
remember, because if they're driving or
something like that, you want that URL to.
It'd be something they can easily
go to, but I've had, you know, a lot
of people take sales from listening
to this, on their commute, home,
this webinar, you know, it's not the
same as a podcast, but it's similar.
And it's similar in that there's,
you know, it's content that
people are interested in consuming
in a way that works for them.
Man, I feel like such an ashamed of
marketer, cause I don't do any of this
stuff and I like number one, we already
have the, like, this is, what's sad.
We already have my webinar
that we've got running.
That's doing very, very well.
It's already transcribed and
we've just done nothing with it.
So it's like, okay, I'll get my content
team to actually slap a design on it.
Do you go through the entire offer,
like with the transcripts at the end
or did you, do you condense it onto,
like, how do you design these books?
I mean, is it literally
like once you're growing?
Cause your offer can be sometimes 45
minutes, long, 30 to 45 minutes long.
I mean, Do you cover all that stuff?
Or do you cut some of that?
No.
So basically what I'll do is well
there's two ways you could do it.
I've done it both ways.
And it also depends on
your price point too.
I mean, if you're selling like a $3,000
program or something, you're going to
need a little more convincing, so it may
be something where you give, you know,
just the transformational benefits of
your offer and then you drive them to,
you know, an offer page with more detail.
But what I like to do is, is just
basically say, you know, if this
is the end of the content, if this
was of interest to you, I had this
amazing thing that you might like it's
benefit, benefit, benefit benefits a
couple of paragraphs about why, and
it's a really short form offer page.
And I'm simultaneously within the copy,
wherever it makes sense in the copy.
I like to hyperlink certain lines of text.
Yes.
That are called to action type texts.
Like if you really, like, we want
to learn more about how to engage
X I'll just hyperlink that stuff.
So not to be aggressive about it but I've
also been aggressive about it and put in
banner ads, ads, or things like that too.
I mean, it, again, it's not about,
you know, people are so afraid to.
Put themselves out there and to kind of
ask for the sale, but you're hindering
so many people that want what you have
to offer by being subtle all the time.
Yep.
A hundred percent man.
So we covered a lot of stuff.
Right?
We talked about your ebook
repurposing for the webinar.
We talked about possibly turning this
into a microsite, which you could do.
You talked about three workshop videos.
You can turn those into blogs.
The biggest aha for me is.
I don't have an evergreen sales page and
it just doesn't make any freaking sense.
Why I don't have one.
How long would it take you to build
it from your current I'd clone?
I'd clone the existing one and just have
it, have it hosted on a different URL.
I would remove some of the bonuses
that are that's actually the reason
why I didn't have an evergreen
one is because of my fast action.
Fast action bonuses are
time sensitive bonuses and.
I'll just take those
out and I'll remove it.
So that stays legitimate and have,
you know, the, the everyday price or
whatever the price is going to be for
the evergreen one without those bonuses.
Or think about, you know, what other, do
you have any other digital bonuses that,
you know, can be fulfilled differently
or, you know, that are, that are still
high value, but don't require, you know,
physical commitment or things like that.
Like everyone has those.
Yeah just changing the bonuses around
to make it, to make it more appealing.
I can't believe I've never had an
evergreen sales page that just kicks me.
That kills me right now.
Like I've had people say, can you
hold, can you change the timer?
You know, I'll, I'll get
the money in a little bit.
And it's like, and I would
always say no, like it's, it's
connected to my deadline funnel.
I'm exactly like you, like, I,
you have to maintain your brand
reputation brand is huge for me.
And.
But, and that's why I never
had an evergreen sales
page, which is just stupid.
It's just so it's just dumb.
It's so simple, poor
business, poor business.
But so we talked about, you know, having
your, your two sales pages, we talked
about turning your videos into workshop
PDs, which I love and this all started
with your, your first, I don't know if
it was your first client, but the first
time you use this one, Brian Tracy's and
what, what were the results for that?
So you said you had, you had the,
um, I want to go back to that.
I keep going back to this and I feel like
I'm, I'm going place as an interviewer,
but this gets me really, really excited.
But how did you know
that that was a big win?
Like, what were the sales
like once you sent that PDF?
Like you notice a drop off, but yeah.
Well, that was 10 years ago.
So I'll be honest.
I don't remember.
But what I do know is is that it was an
immediate win because we were getting
sales right away that, you know,
beforehand, it would take, you know,
you, you opt in, you wait a day or two,
you have your, you know, your whole
process to get to where you need to be.
See, but with this, as soon as we made
the change, sales came in consistent.
So, I mean was 10 years ago.
I don't know.
I don't even remember, but we just
know that it was a win because before
we didn't have it, and then we had
it and then we made money with it.
So that's the easiest way.
It will be a win.
If you give more people that are
interested in opportunity to buy from
you, that's going to guarantee be a win.
But the real winner I think, was with,
you know, with the Mary Morrissey
campaign, whenever, you know, we
didn't make an offer until video four.
But on video too, we already
had, you know, 40,000 yeah.
In the bank.
So it's yeah.
I mean, it's just, it's certainly
something that I recommend
everyone try because you know,
your content is so good already.
So it's, it's something that
you've invested so much in.
So squeezed the juice out of it
and put it in front of people in
other ways, or people like me who
were to type a, to ever watch your
webinar, no matter how good it is.
Well, so you're gonna like this Felicia.
So I have the saying called MTD,
which is make the dang offer.
It's like the whole motto of
what we do with many webinars.
And like the first thing that
somebody sees is our offer.
It's not free training.
It's not free content.
Like we want the promise
and we make it in the ad.
It's not even like once they get
to the content, it's the ad makes
our promise, makes our offer.
So we get those people, raise
their hand, say they're interested.
And they come through and they're buying
five, 10, $15,000 offers and getting them
to know that they are going to be sold to.
So there's no resistance around that.
It's like, I'm interested in this.
What do you got?
I hope I get targeted with
your ads cause I'm interested.
Yup.
Yup.
So, uh, We are on the same wavelength
because I, I, you know, running the
webinar agency, we, you know, we've
seen so much drop off and like, you
build this massive machine, right?
Like, how do you get your, how
do you get the most bang for your
buck with, uh, with these webinars?
And I just am very ashamed
that I haven't done that with
any of my clients we did do.
I will say we did do one
ebook for one client.
But it didn't go to an evergreen page.
It went.
You know, it went straight
to the countdown timer.
And so that link was gonna be dead.
Like it was so we really can't
justify if it, if it worked or not.
But man, fantastic stuff.
Is there anything that we left out
that you wanted to make sure that
we, we talked about it just one more
thing and it's along the lines of
squeezing the juice with repurposing.
When you guys do your webinars,
how do you address or like at what
point do you address, resistance.
Maybe be more specific.
So like what type of resistance?
Yeah.
So like basically, you know, someone, I
don't know what your campaign sequence
looks like, but you, you asked them
to watch the webinar, they watched the
webinar, they still didn't buy from you.
What do you do to kind of, do you
send emails to like overcome price
objections, or do you do videos on that?
Or how do you.
Normally it will be emails
just for ease of use.
If we're building this out for a client,
you know, the main video asset that
we're creating for them is the webinar.
And then all of their objections
will be handled through email
or on a sale or on a sales page?
Yeah.
Yeah.
I was going to say, because there's
a lot of people who, with their
webinars we'll do a Facebook live Q
and A's or we'll do some sort of like
live interaction with their group.
And a lot of times, you know, the
questions they get popped up in
chat during a webinar or whatever,
it may be are questions that are
specifically, you know, perfect for
overcoming objections to the sale.
Right.
So a lot of times we're answering
questions that say, No, no.
Surely in fact, you know, while you
should buy it because X, Y, Z, and
you'll find that those are a lot of the
same questions over and over, right.
It's kind of redundant.
So what I do is I take those anytime.
It's a lot Q and a, or any part of my
webinar where I'm addressing people.
I transcribed that, and that's what I
use to create my FAQ or price resistance
emails that go into the campaign.
So I'm basically answering and
overcoming the same objections.
That the most people had just, you know,
earlier on and it gives you an opportunity
to directly like snap that, you know.
When you say earlier on like, does
that, I was assuming that's still
went in your followup sequence or what
do you, what do you mean earlier on.
So with the webinars sequence, you know,
there may be portions of that, where you
do some, some sort of live interaction.
You may have a live chat on there
where you'll directly address
questions and answer those questions.
Or you may do some Facebook live outside
of that during the promotional bays
where you're taking people's questions.
And a lot of those questions are, you
know, price resistance questions, or
buyer hesitations, for other reasons.
But you know what all of those
things are because you're already
prepared for that, which is why,
you know, you're at the point.
When I'm watching it.
So I take whatever those questions
are that I get just earlier in the
live part of my campaign, when I
address those questions, whether it's
in my webinar or whether it's on a
Facebook live or whatever it may be, I
specifically transcribe those portions.
And then that's what I'll use to create
the emails that I put into my followup
sequence to overcome price objections.
So just like you said, that you have those
emails in the autoresponder that say.
You know, here's some commonly
asked questions or here's some
FAQ or whatever it may be.
I actually generate those
instead of writing them or
having copywriter write on them.
I generate those from exactly what
the people told me that their concerns
were just earlier in this campaign.
And I use that as the FAQ
that I put into that campaign.
So it's repurposing that exact
content to respond directly to the
people that have those questions.
Perfect.
Felicia, man, this was awesome stuff.
This is awesome stuff.
This has never been talked
about on our podcast.
If you're doing 120 episodes, we've
never talked about repurposing.
We always talk about traffic strategies
or conversion strategies, which this
is technically conversion strategies.
But I mean, this is like
taking your webinar and running
an extra 100 miles with it.
Right?
If your webinars took you 10 miles,
it's going to take you a hundred
miles, which is fantastic stuff.
I mean, I'm really, really
ashamed that I have to admit.
I don't have an evergreen
sales page for my core product.
And that I think is the biggest
shameful admission that I have on
this, on this entire conversation.
I mean, tons of great content
you've talked about, but it's like,
man, why don't I like, I keep,
I just keep sending them back to
the webinar, go to the webinar.
I'd like in the back of my mind, like,
I know that's not efficient, but I'm
like, I don't want to sell it again
with the same bonuses in anyway.
Want to recreate this.
I don't want to have to it's a lot.
Yeah, exactly.
And that's why I love this so
much because you don't need you.
It's just a lot of like one to kick
yourself or stuff that, you know,
it seems obvious, but then you
really don't want to kick yourself
because it only takes 24 or 48 hours.
To actually make that change and then
you'll be like the happiest person ever.
Is it a pretty common response, but it's,
um, that's why I love this so much is
because we're busy, especially a lot of us
that are solopreneurs or, you know, I have
a lot of other stuff going on the easiest
way for you to take what you have and
just make, you know, more money, generate
more leads with it, without it being the
biggest headache in the entire world.
Where can we check your stuff out?
So let's drop some links.
Let's send people your way because you
obviously have very, very great content.
Where can we find you?
So if you go to activatebranding.com,
uh, you can check there's a free
resource section on there where
I have some really great strategy
guides for building out your campaign,
but also there's a presentation
on there where I gave this speech.
It shows you the exact examples of how I
would utilize a video first versus ebook.
Second on the opt in page model, I'll
show you exactly where I put things
in terms of what the ebook looks like,
where the soft selling scope, examples
of banner ads and all that stuff.
There's a presentation on that there.
And there's also some other
checklists and things like that.
Very cool.
We'll make sure to include that in
the show notes, Felicia, this has
been a 10 out of 10 conversation.
I appreciate you bringing your
knowledge, your expertise,
sharing it with my audience.
If you liked this episode, if you
like this conversation, please
go check out Felicia's site.
We're gonna include the link
down in the show notes below.
Give her a shout out, let her know that
you heard her on Sold With Webinars.
Tell her that you love her and tell
you love this content because it was
really, really world-class and we'll
see you all on the next episode.
Thanks for tuning in.
