Transcription
How would you like to get 90% of people to show up to your challenges or your webinars? I know it may sound kind of crazy, but I'm going walk you through six steps to actually make that happen. The secret behind this is instead of just creating a challenge or a webinar, you actually craft and engineer what's called the dramatic demonstration.
In fact, I'm going to show you behind the scenes today a dramatic demonstration that we did where we literally got more people who join a continuity program in 15 minutes than we had in 6 months prior through paid ads. This year's Funnel Hacking Live, one of our speakers name is Tim Shields, and Tim is in the photography industry. And and it's interesting to me because he does all of his business through webinars. He doesn't do boring webinars, he creates these dramatic demonstrations. So, for example, what he does instead of being in his house and his office like, "Hey, welcome to my webinar today," he literally went to the side of the Grand Canyon, set up Starlink, and did an entire webinar teaching people how to do landscape photography. Again, not from his home, but at this amazing location. Right then, he took them to Banff, one of the most beautiful places on the earth. Same thing, set the cameras, brought Starlink in, and did his webinar from there. And so, while he was on stage hiking, like talked about this, the key with the dramatic demonstration is like, you got to take your audience somewhere they would want to go, but they don't have access to. And he looked directly at me and he said, "Russell, for your audience, you should take them to Dan Kennedy's basement."
And for me, that was interesting because Dan Kennedy's basement, when I first got into the marketing world, I heard rumors of people who had paid Dan Kennedy for private consult days. And as a young entrepreneur, I was like, "Someday I want to pay Dan to go to base. I want to do that." And last year, I actually had the very first chance to do it. I paid him for a consult day, and I went to his basement and did the the one-day consult, and it changed my life. It was one of the most amazing, cool experiences I've ever had. And so, when Tim said that from stage, said, "Russell, you should take people to Dan Kennedy's basement," I was like, "Oh my gosh, that's brilliant." And then the wheels started spinning in my head because he took people to the side of the Grand Canyon and had to bring Starlink in because there's no internet. And the most fascinating thing about Dan Kennedy, if you know who he is, he is the greatest marketing legend of all time, but he doesn't have internet in his home. We still have to fax Dan Kennedy. And so, how cool would that be if we went to Dan Kennedy's basement and we brought Starlink there and streamed the internet? So the first time in the history of all time, we could stream from Dan Kennedy's basement. I started planning and I thought, "I should probably ask Dan Kennedy if he's okay with me bringing the internet to his basement." I wrote up a a letter, I faxed it to him asking him if he'd be willing to allow me to do a dramatic demonstration in his basement. And luckily for me, a few days later, when the fax came back, it said yes.
All right, so with that set up, I'm going to walk you through the six steps that we did to actually execute on this dramatic demonstration. These are the same six steps you should model as you're creating and crafting yours. So the first step is, we needed a hook. The hook is what drives the entire dramatic demonstration, right? Be saying, "I'm going to go get a consult day from Dan Kennedy" is a good hook. But a better hook is, "Hey, I bought a one-day consult with Dan Kennedy. I'm flying to his basement. The internet's never been there in the history of all time. I'm bringing Starlink. We're going to be streaming from his basement." Those hooks are both similar, but that one's so much stronger. So it's creating a hook that causes intrigue and excitement. And then number two is, I had to have a story behind it. What was the story? Like, why was I going to Dan Kennedy's basement? Now, the reality is, um, Dan had actually faxed me saying that we should do a consultation about the continuity program, about our membership site, and how to increase stick rates and things like that. I needed to embellish the story and make it better. So what what I did is I jumped online and actually bought a fax machine, and then we took the fax that Dan had actually sent me, and then we refaxed it to myself so I could actually get the fax on the video. So it's all about finding a really good hook, telling a good story. So that's step number one.
All right, step number two now is, we need to create a landing page based on this hook so that way when I do start promoting this, people can register to be part of the event. It's a very simple, like, one-page site that just gets somebody intrigued enough they're going to give us their contact information to register for the dramatic demonstration. And one of the keys on a registration page is, if you tell everybody exactly what's going to happen, they may register, but the show-up rate will be very, very low. The number one thing you have on a landing page to increase conversions of people registering and actually showing up is curiosity. The more curiosity you give them, the more likely they are to show up.
All right, step number three now is, you need to create little mini dramatic demonstrations to get people to actually register for the big dramatic demonstration. I need to create a bunch of fun and buzz and excitement around the actual advertising campaign. So first thing we did is we took that fax machine we bought and we filmed a whole bunch of ads with me and the fax machine. He literally really faxes me things because this is his version of email. We created ads for YouTube, for social, horizontal ads, vertical ads, swipe up ads, all type ads possible. After created a whole bunch of ads based on the hook around the fax machine, I thought, "What other hooks could we use to get people excited about coming to this dramatic demonstration?" So number two was, we have the mascot of Bruno the Bull, who's Dan Kennedy's mascot. And so we got the big bull head and made a whole bunch of videos. And he stuff is going to grab their attention, right, just long enough I can tell them the story about Dan Kennedy to get them to register for the main dramatic demonstration.
Step number four, after we've created all these different ads, now we need to promote these ads. The very first thing we do to promote is we focus on our best traffic, which is our own list, right? So we send emails out. Dan Kennedy's list. Number two, the second best thing now is taking all these ad creatives and posting them on your social for free, everywhere we have a presence, everywhere we have a following, posting these fun, viral ads. Now we're going to go start buying ads. We asked other people who love Dan Kennedy to also promote this dramatic demonstration. And we're lucky, we had a whole handful of really good affiliates who also promote as well. Now, by following these four steps to get traffic, we end up getting 10,237 people to register.
Now, step number five, this is where I have to actually perform the dramatic demonstration. I packed my bags and I raced to the airport. But before I did, I swung by the office really quick, grabbed up my phone, and I started doing a bunch of Facebook Lives, Instagram Lives, telling people I was about to go see the Wizard of Oz. I'm about to go see Dan Kennedy's house. "What's up, everybody? This is Russell, and right now I'm about to jump on a plane to fly to Cleveland, Ohio, to go to Dan Kennedy's house. If you haven't registered yet, you got one last chance. If you have registered, like, get ready, 'cause tomorrow morning, we're going live." When I woke up early the next morning, and we drove to Dan Kennedy's house, and we had to go set up Starlink. And once again, the internet has never been in the basement. This was the very first time Dan Kennedy, who's written like 40 best-selling books, has never been on amazon.com. The internet is in Dan Kennedy's basement for the first time ever. Then we started letting everybody know. This is about 15 to 20 minutes before the dramatic demonstration happened. We started messaging everyone on email, everyone who's registered, "Hey, we're going live. Dan Kennedy's basement on Facebook, on Instagram, everywhere. We're going live, we're going live, we're going live." And from that, we normally about 20 to 25% people that show up for a webinar. We had over 70% people who showed up and stayed on for the entire event. Uh, he showed us everything, and people had a chance to actually see where Dan Kennedy. People in the comments were freaking out because they've heard legends of Dan Kennedy, they heard legends of this basement. That's why people showed up. They showed up because they wanted this experience they couldn't get any other time, any other spot.
Step number six, now, one dramatic demonstration leads to another. So what happens after we did the tour of Dan's house and they had a chance to see everything, and we sat down and we did a 45-minute training with Dan Kennedy? "How's it going, everybody? Uh, welcome to today's live presentation. Right now, as you can see, we're in the basement of Dan Kennedy. The goal of this training was to have Dan Kennedy teach two of the most powerful strategies if you're running a membership site or continuity program. Number one was how to get new members coming in, and number two was how to get people to stick." Okay, so he taught for 45 minutes on those topics, focusing primarily on the what, like, what do you actually do? When the 45 minutes was up, Dan basically told everybody who was on the live stream, said, "Okay, this has been amazing. Hope you guys enjoyed it. Hope you enjoyed seeing Dan's house. Hope you got some really good value from the content Dan shared so far. But for all you guys who are active members of the membership site, in 15 minutes at the top of the hour, we're going to be going live. We're going to film for about 3 hours, talking through first off, how to go deep into the actual tactics of the first two strategies Dan shared. On top of that, we're going to share three more ways to get new members, and three more ways to get members to stick. It's going to be amazing, but only if you're an active member. So if you're an active member, log in the membership site right now. There's a link inside there. Go and create your account and jump on live training. It's going to be starting in 15 minutes. And if you're not a member yet, now is the time. You got to be a member. So if you're not a member yet, this is the time to come and jump in here." And then we ended the live stream, and we sat there for a minute. And during that time, we started watching the sales coming in. It was crazy. We ended up getting over, members to sign up during that little 15-minute window of time, uh, to get on the live stream for the second dramatic demonstration that will be happening, which was a three-hour master class with Dan Kennedy. We're going live with Dan to go deeper in this conversation, to go through a lot more stuff for a couple hours. What's crazy about that to me, for us to get a thousand members into a membership site, um, traditionally, if we were buying ads every single day, it would have cost us hundreds of thousands of dollars. First off, to do that, but number two, it would take us probably 6 to 8 months to get that many members to join the membership site. Instead, we did it with one dramatic demonstration, just 15 short minutes, which is crazy.
Now, if you guys want to see a replay of the first dramatic demonstration in Dan's basement, you want to see the tour of everything, uh, we will throw a link down in the description down below where you can go check it out. Plus, you get some really powerful stuff to show you exactly how to get more people to join your membership sites and get them to stick longer. So I hope that helps you guys. Thanks so much. And click the link down below to check out that video. [Music]