JASON DROHNthe end of the webinar, then I'm going to randomly choose one person in
the list, and give you an iPad or Kindle.” This is all the way into the
question and answer section, and after the pitch. So, you give somebody
an incentive to stay on all the way through the pitch, and then perhaps
they may win.
Once you announce the winner, follow up with “I’ll tell you what—if
you want, I'll trade you Product X. I’ll give you our product at a $997
value for the iPad that you just won.” Call it your Double-or-Nothing
Guarantee. They almost always take product access. Almost always.
Every once in a while, you’ll see someone take the iPad or the Kindle,
but generally they’ll take the product.
I have also done this with free downloads like process maps. I say, “I will
offer a free MindMap on the process that we use in our business for
exactly what we’re talking about today, but the reason we're giving it
away at the end is because you actually have to have some understanding
about what we're doing, so you need to stay on through the call, and I'll
give the MindMap at the end. Everything is going to come together and
make a lot more sense.” When we did it, we gave it to everyone on the
call.
Another really successful money-getting strategy is one that I have only
ever seen one person do. We tested it and it worked like crazy. It was:
Don’t talk about price on the webinar at all. Don’t say anything about
price. Say, “Go to domain.com/sign-up” as a Call to Action. No prices,
nothing.
If they're interested in the product, they are then going to type the URL
into their browser. That way, you don’t have to worry about pricing or
money. Some people do strange things when asking for money. If it's in
my case, I don't like asking for money. I just don't. This allows you to
bypass the whole thing, but still have effective webinars. They can go
and discover how much you're going to be asking for your product.
I learned this from a guy who does this successfully—his product is
$997. In his first webinar, he was really very uncomfortable about saying
this product was $997. He just included the domain with the $997 price
and it worked so well that he continued the practice.
The thing I like the most about this method is: first, you don’t have to
talk about money; and second, you can split test various prices. What is
the product worth? What is this webinar or the sales message worth?
What do people expect to pay with a webinar that you just delivered? I
suggested this to my friend, and he had not heard of this. I asked him if
he had ever done a split test with his product. His product was $997. Had