The Market Is Judge, Jury & Executioner

We've noticed this really strange phenomenon with some of our clients at the moment.

For some reason, despite having the same systems, the same playbooks, and the same strategies in place across clients, there just seem to be some people that we're working with on webinars that just seem to effortlessly smash through KPIs way more than others.

Let's take webinar show rate as an example.

We have one client where our lowest ever show rate on completely cold traffic was 32%, 2% above the KPI that we and pretty much everybody else in the industry aim for.

Our average show rate is around 40%, with us getting up to as high as a 50% show rate on cold traffic.

That's excluding the client's followers as well.

I see a lot of people on the interwebs talking about, "Oh, here's how we got our client a 40% show rate on cold traffic."

But I can almost guarantee that if you look at any of the stuff that they're doing, they're probably doing the same thing across clients.

They probably actually didn't do anything different to get that client a 40% show rate than they did with their other clients who get 30% show rates.

Why?

Why is this the case?

Why does it seem seemingly effortless for some webinars to get 40% of the people who register to show up...

... and yet with others it can feel like a bit of a battle to even hit that KPI of 30%?

After reflection, I was thinking about this a bit, and the only answer that it can be is just the market.

The market just simply has an appetite.

It has a hunger to learn what it is that you are teaching about on the webinar.

There is sufficient pain there.

There is sufficient intent.

Maybe even just the nature of the people that you're marketing to is just more serious.

It really made me realise something, because if this is the case with webinar show rates, then it's the case with the entire funnel.

There are so many businesses and business owners out there who are simply just selling shit that people just don't really want to buy.

You can definitely convince them to buy it, especially with a webinar.

If you've got 90 minutes to do some damage, then I'm sure you can make a dent.

But even despite that, sales calls just feel a little bit harder than they should. Every KPI just feels a little bit harder than it should.

I feel like this huge trend of people just obsessing over these small tactics, hacks, and changes to SMS software and little teeny tiny settings that you can make in software or in the ad account (to get tiny little optimisations) is just making up for the fact that you’re basically swimming against the tide.

The market isn’t really too bothered about what it is that you’re selling, and this is a bit of a harsh reality.

The lesson that I’ve found in this, and that I wanted to share with you today, is not to underestimate the fundamentals.

Don’t underestimate your offers. Don’t skim over choosing the segment of the market that you’re going to sell to and the way you’re going to sell it to them, because at the end of the day, they’re the things that are going to make the difference.

I've experienced this firsthand myself over the past year.

Even just in May last year, I created a whole webinar free course on YouTube, which got about 200 views, and now it's sitting at a 37x outlier. It's my most viewed video and has 4,200 views. Why?

It's the same video, but the market is just more interested in webinars right now, and it makes life a hell of a lot easier.

Food for thought.

CM