Roller coasters are usually fun — but not so much in an entrepreneurial theme park. Many business owners and entrepreneurs struggle with overcoming the obstacles that fluctuations and inconsistences produce. And they prove to be exceptionally disheartening when it comes to their webinar strategies.
Jason Wardrop is the founder of Arsenal MKG, a social lead generation platform tailored for real estate agents. He’s been Joel’s client for over a year and in this episode, you’ll get a behind-the-scenes look at a year of Jason’s webinar marketing angles and funnels — the successes, the flops, the good, bad, and ugly. But most importantly, how he transformed his webinar’s roller coaster of success into the ultimate ride of dependability.
[1:47] Jason's story:
[2:45] Webinar history:
[4:33] Jason's original offer was $300/year. Increased to $497.
[5:29] "I was attracting unemployed engineers and that was the first major shift I had — I can't sell to broke people. So I can take the exact same offer and sell it to a different audience and charge more money for it."-JE
[7:26] Jason sold 4/week but saw potential to increase.
[7:53] One of Jason's big mental shifts: realizing he wasn't selling more because he didn't feel like he could fulfill more than 4 people.
[8:16] Once Jason put his fears aside, he scaled up his sales to 8, sometimes 11 per week. Totaling $10K per webinar.
[9:17] Jason had his biggest day ever right before the end of 2016. But his first webinar of 2017 was "total crickets."
[10:03] The roller coaster begins:
[15:21] Jason’s two game changers:
[17:39] "It was the same offering but instead of saying, 'Hey, we'll set up one lead generation campaign, we'll get you to thirty leads per month consistently."-JW
[19:02] "As you're trying to sell your own products, services or courses, we have this curse of the expert I see all the time with the webinar campaign."-JE
[19:49] Headline formula: Who you're talking to + what you want them to become.
[20:25 Joel and Jason finished reworking the webinar end of June.
1st webinar results:
[23:11] "I had never seen follow up sales — let alone double the amount of sales — so I was so pumped about that."-JW
[23:32] "Whenever you look at the market size, the beginners of any market are always going to be your biggest pool and usually your most attractive pool."-JE
[25:00] Jason breaks down his 5+ failed follow up sequences
[26:08] Jason's current sequence (for 24-hour webinar):
[28:42] Joel compares and contrasts Jason’s sequences.
[29:29] 24-hour webinars psychologically make sense for cold traffic. "I think it's brilliant and it tipped the tables for you 100%."-JE
[30:37] How cold traffic responds to frequent emails: "They've never heard your name and all the sudden this random Jason Wardrop guy has emailed me 4 times in one day?!...Take me off your list!"-JW
[32:02] Joel's creative writing advice for webinars: Don't pigeonhole yourself into a specific formula.
[33:06] Jason’s future:
Looking to launch software into the insurance market (and possibly fitness).
[35:32] "Just gotta hustle and sprint while it's all still working good because you know that winters can always come to any business."-JW
[35:40] What's your ROI now on your ad spend with this new cold traffic webinar? It's 3x in week one and I haven't put upsells in place."
[36:52] Joel's takeaways for the audience:
Connect with Jason:
Follow and watch a behind-the-scenes look at how I’m personally launching a brand new 6 & 7 figure product from scratch at SoldWithWebinars.com/TV
Join our Facebook group at SoldWithWebinars.com/Experts