You know what the beauty of selling one-to-many is?
How simple it is.
Step 1: Create a product (or service).
Step 2: Make sure your product or service solves a problem (biz 101).
Step 3: Find people on this vast green Earth who have the problem that your product or service solves (getting clients 101).
Step 4: Advertise and tell the people who have the problem your product or service solves that you are going to show them how to solve it live (so they click the ad / video).
Step 5: People sign up (hopefully).
Step 6: You get them to show up (watch my YT vids on how to do this).
Step 7: The people who have the problem your product or service solves watch you explaining how you have solved it (and how you have solved it for others).
Step 8: You then offer to solve the problem for them (you make them an offer).
Step 9: They want the problem solved (and know you can help them solve it faster).
Step 10: They pay you to solve it faster (you make money).
Step 11: You do it again and again and again until you are rich.
Pretty simple. That’s how business works.
But then…
Somehow, in some way…
I don’t even know how…
But so many of you motherfuckers end up digging yourself into a massive, great big fucking hole that can be impossible to climb out of if you dig too deep.
This is a metaphorical hole that fucks up the whole webinar process, and then you make no sales.
All the hard work you put into getting people there…
To make the funnel…
To advertise…
To write the script…
To build the slides…
To build the systems…
All gone to waste, because of this one thing.
And your head hits the pillow that night, and you think…
“What even just happened?”
“Why did people not book a call?”
“Why did people not buy?”
And none of us wants that.
We want a delicious, long night of action-packed REM sleep, knowing we are safe and sound, and richer than we were when we woke up.
But in order to do that, we need to fix this hole.
Because while selling one-to-many is simple…
It’s not easy.
There are intricacies.
Intricacies that, when they stand alone, don’t really matter too much.
You can always get away with one fault here and one fault there.
One McDonald’s isn’t going to destroy 5 years of consistent gym + eating clean.
But when you allow them to build up, in this case, over the course of a sales presentation…
They can be fatal, and they can damage it enough to the point where your conversion rates drop by 5%, or even 10% if you REALLY get it wrong.
Just like on a standard 1-1 sales call…
Just one bad move can change the direction of the conversation.
So when we multiply that same bad move across hundreds…
If not THOUSANDS…
Or even TENS OF THOUSANDS of people…
That small bad move can become a gargantuan fuck up.
And nobody wants to make a gargantuan fuck up.
If it’s your own webinar, you don’t want that.
If it’s a client’s webinar, it’s even worse.
Now they are going to be pissed off with you, and nobody likes unhappy clients.
Now, what is the biggest ‘small’ fuck up I see people make on webinars?
Is it a mistake when you present?
Nope. That’s not that deep.
Is it the stream lagging?
Nope. That’s not that deep.
Is it poor slide design?
Nope. That’s not that deep (in most cases).
It’s the fact that some of you are simply saying TOO MUCH.
In fact, let me correct that statement.
YOU SAY TOO MUCH, THEN YOU SAY TOO LITTLE.
Let me explain this to you so you know what I mean…
Because once you see it…
I promise you that you will NEVER be able to unsee it.
I have taught this to so many copywriters and growth operators, and every time I say it, they get an ‘aha’ moment, and then go and make a bunch of dough.
I even get proud when I read my own shit, and I have applied this principle.
So, let’s use a mathematical example because numbers are typically easier to understand than human emotion.
Let’s say you are selling a TikTok Shop Biz Op.
We currently have two agency clients in this market, so it’s an example that is fresh on the top of my head.
Let’s say you do your basic market research and for the sake of simplicity…
Let’s say you identify 10 KEY OBJECTIONS this market would have when it comes to becoming a TikTok Shop affiliate.
There’s obviously way more, as people will use anything as a fucking objection, but let’s go with 10 to keep things simple.
In theory…
We now have 10 whole objections we need to handle in our webinar presentation.
Now, the keyword here is WHOLE objections.
What most people will do is say…
“Hey! I’ll just handle these 10 objections and I’ll have a 6-figure webinar! Yay!”
But the big problem with this, and what I’m going to be discussing in today’s newsletter, is…
THEY ARE LAZY WHEN THEY HANDLE OBJECTIONS.
I’ll say this again…
YOU ARE BEING LAZY WHEN YOU HANDLE OBJECTIONS
And because you are being lazy when you handle objections…
YOU ARE CREATING MORE OBJECTIONS WITHOUT EVEN REALISING IT.
It’s like you are cutting off Hydra’s head, and three more are growing back.
Let me give you an example…
Let’s say we are trying to handle the objection of having enough time to work on the business / affiliate in this case.
Most people would handle this (probably in the intro) by saying something like…
“And being an affiliate doesn’t require much time at all.
You can do all of this working just a couple of hours a day!”
And then they move on to the next point.
On the surface of it, this seems like a good way to handle this objection.
You might not see much that is wrong with this.
You’ve called it out and not shied away from it, which is good.
Because people don’t ‘forget’ objections if you don’t bring them up.
In fact, anything you don’t bring up will only be amplified…
And leave the prospects asking themselves why you HAVEN’T mentioned it.
So always bring them up, which we have done here.
But let’s re-frame this to look at it from the prospect’s mind, not from what we deem to be ‘good’.
If I am a single mother of a 4-year-old child…
I’m working an HR job to pay the bills…
I’m dropping my kid off at Nursery every morning…
I’m not sleeping properly…
My washing machine has been broken for 10 days, and I still haven’t fixed it…
If you tell me I only need a couple of hours a day, I simply do not believe you.
In fact, I will actually be pissed off that you just ‘assume’ some of us have enough time in our day to ‘just post TikTok videos’.
Nor do I have ‘just a couple of hours’ a day.
(The reason I bring up this example is that we have a lot of mum’s in this target market. I’m not going mad lol.)
So now, not only have you failed to handle this 1 whole objection…
You’ve actually kinda pissed me off a bit.
So this 1 whole objection is now 1.5 of an objection (an extra 0.5).
You tried to handle it, but you were lazy.
And because you were lazy, you actually made it worse.
You didn’t reframe the way I THINK about my time, and why it’s important enough for me to FIND time to do this.
You said too much, then too little, like I said earlier.
Too Much = You Introduced The Objection
Too Little = You Didn’t Handle it
If you want to properly handle objections, you need to flesh them out.
You need to reframe their relationship with the objection.
You want to lift the weight off the prospect’s shoulders and keep the ‘yes’ momentum going throughout the webinar.
So, how would I do this?
Well, I would probably say something like this…
“And being an affiliate doesn’t require much time at all.
And don’t worry, I’m not niave.
I know for a lot of you - finding time can be difficult.
You might be working a lot.
You might have other commitments and responsibilities.
But if you had a way to make sure that every video brought in sales, as well as views, so your time making videos was actually well spent…
Then you could spend just a couple hours a day on this in the beginning…
Until you are at the point where you can reduce hours at work, or go full-time as a creator.
Which is exactly what {insert name} did when they started using this system.
They went from spending 5 hours a day making videos that got views, but not sales…
To spending just 2 hours a day making high-quality videos, that actually reflected in their brand payouts at the end of the month.”
Now the first thing you will probably notice is the length, which I’ll talk more about later on…
But after reading that…
Can you see the difference?
Can you see how now, not only have we acknowledged the objection, but we have completely spun the way they think about it too?
I hope so.
Let’s dissect each step to make sure this actually hits home for you, because boy o boy, when you learn how to do this, God will bless your bank account.
And don’t worry, I’m not niave.
This builds trust and puts the prospect at ease immediately.
The moment we introduce the objection is also the moment when we need to settle it down.
Imagine a loud bang goes off in your kitchen, and you are with a friend.
If neither of you don’t knows what it is, you get scared.
If one of you goes, “Sorry, I just dropped a box.”
It puts you at ease straight away.
The bang is the objection.
In addition, nobody likes the type of people who say…
“You can just do this and live like me!”
Everyone knows success requires hard work.
Rich people know it, and poor people know it.
Everyone knows it.
And to quite the late, great David Ogilvy…
“The customer isn’t stupid. She’s your wife.”
Your audience isn’t stupid, so we acknowledge this immediately and settle them back down, ready for us to continue to handle this.
I know for a lot of you - finding time can be difficult.
You might be working a lot.
You might have other commitments and responsibilities.
We now call out the REASONS this is still in the back of their mind.
Again, we need to show the prospects that we deeply understand the situation we are in, and that what we are selling is GENUINELY built for them.
If we can drop these micro-understandings throughout, we build so much trust and rapport with the audience that by the time we show the offer…
There is no question about whether they want it or not…
The only question is what I need to do to get it.
But if you had a way to make sure that every video brought in sales, as well as views, so your time making videos was actually well spent…
Here, we are reframing their relationship with the objection.
We are showing them that time spent working ≠ more money made.
This is important because it also links back to the Unique Mechanism we are going to be teaching on the webinar, creating a curiosity loop.
Remember: It’s hard to get people to change their stance on things like this. It’s far easier to get them to RE-FRAME the way they think about it, rather than try and ‘handle it’.
Then you could spend just a couple hours a day on this in the beginning…
Until you are at the point where you can reduce hours at work, or go full-time as a creator.
We want to show them that they aren’t going to have to do this forever.
It’s just a small part of their life that needs to be spent putting in a bit of work…
But once it’s done, they then get their entire life back by not having to work.
And not only that, painting a picture to them and putting them in their desired state.
We set the right expectations, and also aren’t trying to make big jumps.
People learn gradually.
Which is why we want to be introducing our ideas in terms of how we are going to get them from A → B…
Rather than trying to force them to jump from A → C.
Which is exactly what {insert name} did when they started using this system.
They went from spending 5 hours a day making videos that got views, but not sales…
To spending just 2 hours a day making high-quality videos, that actually reflected in their brand payouts at the end of the month.”
The icing on the cake.
Show them an example of someone who was in their situation, who also did this, and reinforce that what we are saying works.
Sprinkle in a bit of desired state in there, like we have done in the example, and you are off to the races.
And not just a vague desired state sentence…
We want to make it specific, like directly reflecting in their brand payouts.
And if you combine all of these elements together…
Objections get handled properly.
You aren’t cutting off Hydra’s head and letting three more grow back.
You aren’t pissing people off.
You aren’t being lazy.
You aren’t skimming over things.
And you aren’t killing the webinar’s momentum.
There are 1,000,000 and 1 ways to do this, but all that matters is that it’s done correctly.
You can do it through stories, you can do it in the training, in the intro, in the offer, in the pitch, in the close.
Doesn’t matter.
Now, let’s recap.
This is how most people would handle the objection of not having time.
“And being an affiliate doesn’t require much time at all. You can do all of this working just a couple of hours a day!”
This is how a Webinar Wizard would handle the objection of not having time.
“And being an affiliate doesn’t require much time at all.
And don’t worry, I’m not niave.
I know for a lot of you - finding time can be difficult.
You might be working a lot.
You might have other commitments and responsibilities.
But if you had a way to make sure that every video brought in sales, as well as views, so your time making videos was actually well spent…
Then you could spend just a couple hours a day on this in the beginning…
Until you are at the point where you can reduce hours at work, or go full-time as a creator.
Which is exactly what {insert name} did when they started using this system.
They went from spending 5 hours a day making videos that got views, but not sales…
To spending just 2 hours a day making high-quality videos, that actually reflected in their brand payouts at the end of the month.”
This is why I say most people are being fucking lazy when they handle objections.
Yes, it’s longer.
Yes, it requires you to write longer and better copy.
But what’s the alternative?
Have a shit webinar that doesn’t convert?
No thanks.
This is also why our webinars are typically longer than the average.
Because we leave no stone unturned, and we cover everything in the depth and the detail that is required to actually turn prospects into buyers.
Whereas most people will just throw objections out there, thinking they have done enough…
But in reality, you have actually opened a can of worms in the prospect’s mind, and brushed over it so fast that the ideas never got to settle.
Now, like I said earlier…
There are intricacies.
Intricacies that, when they stand alone, don’t really matter too much.
But when you allow them to build up over the course of the presentation…
They can damage it enough to the point where your conversion rates drop by 5%, or even 10% if you REALLY get it wrong.
This example that I gave about not having time is just one example.
And if you were to show this same lack of effort to the other 10 major objections we spoke about…
These will stack up throughout the webinar, and before you know it, you’ve done a 90-minute presentation and people are STILL on the fence, and no closer to making a purchasing decision and becoming a client / customer.
The whole point of a webinar is that you want people to be fighting in numbers to claim spots for whatever you are selling, not still questioning whether this is right for them.
So, how can you actually apply this to your webinars?
Step 1:
You need a webinar to improve in the first place.
So if you don’t have one, write one.
Use the Fladlien Framework, get something down on a doc and stop procrastinating.
It’s not that difficult if you aren’t a complete idiot.
Step 2:
Go through everything you wrote, and ask yourself honestly…
“Have I done enough here?”
Because if you have, you’ll know it.
And if you haven’t, you’ll know it too.
You need to look at whenever you are introducing new ideas and ask yourself:
Have I explained this as well as I could have?
Have I introduced a new idea that hasn’t been addressed?
Will the prospect be at ease when I explain this?
The answer to all of these should be yes.
Step 3:
Go back through the webinar again before you turn it into a deck and do the same thing you did in Step 2.
Ask yourself:
Does this now flow well with the new content in here?
Am I confident enough to show this to the market?
Do I think this could be better?
And if you are certain on all of that, get to building the slides and go and make some fucking money.
Remember: We want our prospects confident and clear when we make them an offer.
And if they are not filled with confidence in you, in themselves, and in the vehicle, they won’t convert.
And if they are not clear that this is for them, that you are the one to help them, and that this vehicle will get them there, they won’t convert.
So we need to instil confidence and clarity at every single stage, and we do this by doing exactly what I have just shown you how to do throughout the entire webinar.
Not just in the introduction.
Not just in the training.
Not just in the pitch.
In the entire thing.
I hope this is as useful to you as it has been for me.
Re-read this again in a few days time to really let it sink in.
Practise this in your copy.
Don’t shy away from objections.
Address them.
Explain them.
Re-frame them.
Spin them around.
Freshen them up.
Throw them up into the sky, and get them gone.
Here’s to more money and a better webinar.
Charlie McCormack | The Webinar Wizard
P.S. Are you an offer owner, coach, consultant, growth op, copywriter or SaaS company that wants help with their first, or next webinar?
If so, click here and book a free strategy call with me and my team.
We will build you a free custom one-to-many selling plan, with a triple guarantee.
1. You either love the plan and implement it yourself. If it works, we’d love to hear about your results.
2. You love the plan and decide to become a client, either DFY or DWY.
3. You don’t like it, and if you feel your time was wasted, we’ll send you $100 immediately.
You literally can’t lose.
Ly lots x