The RIP Show

TRS 10 – How to Deliver Your Digital Product and Satisfy

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Host: Richard Chancey

What You Will Learn

1. Six Ways to Deliver and Satisfy
2. What I would do if I was testing my first Information Product
3. The Law of the “Big Mo”



The 21 Irrefutable Laws of Leadership: Follow Them and People Will Follow You – John C. Maxwell

Tools – Free platform to host conference calls

Kajabi – ​build your membership site, digital product, etc. ​​​

Optimize press create landing pages, sales pages and membership portals inside WordPress

Customerhub – membership site for Infusionsoft users that helps to manage members

Stealth Seminar – automated webinar replay services

Zoom – Live Webinars

Video Business Builder – Grow your business with video


Don't forget to register for my Free Membership site. Click Here to get access now! Get your questions answered.


Transcript +
[00:00:00] The RIP show where it's all about building revolutionary information products so you can work smarter and scale your business faster. And now your host Richard Chancey.

[00:00:11] Hey welcome to the show. This is Richard Cheese of your post and I wanted to say thank you for participating concession. Number 10.

[00:00:19] Today we're going to be diving into a really cool topic called deliverin satisfied. Now if you don't know this and it's your first time with me we're right in the middle of season number one but a mini series Inside of season number one where we're talking about the perfect customer lifecycle. I'm going to run the stamp duty again just in case you haven't been with us. But even if you have. It's so important as we're moving through this that you memorize the seven stages. Now you may be thinking well why do I need to do that Richard. Because this is applicable to every single sales process that you will ever be involved in. And it's so important that you can begin to see a sales process and a sales funnel through the seven steps. Let me even talk about them step number ones attract attract traffic. We talked about that in-session number six. The next session was capture Liege we talked about how you take that traffic and convert that into an email list. Then we talked about nurturing prospects and then converting sales. Today we're going to talk about delivering satisfy what happens after people buy and then we're going to finish up in the next session or two with upswelling and how you get referrals for your business. OK. Are you ready. So let's go ahead. So deliverin satisfy what is it. Well I'm going to talk to you about five principles in six ways to deliver your digital products or your offering or your solution.

[00:01:33] So we're going to start off by talking about the theoretical part of this the principled part of that. I'm just going to throw a few things at you a few things that I've learned that you may or may not find useful but I think what you can take from this is some application in your business so the first principle is this. You know what the people that you're selling to want and you give it to them. Ok too many times I see people that are going out and they think OK this is what people really need so I'm going to sell them what they need even though they don't feel like they need that thing that is a mistake. If you want to make this business easy on yourself go out and go into a market that you have some experience in understand the need to understand what people really want and give them what they want. OK they want in my industry people say they'll come to me and say hey we really want to build a web or or we want to build in a big email list in fact I just canceled with a client or I guess a fire a client and one of the primary things they wanted was they wanted to build an email list of 100 thousand people and I said why. And they said well we just want to be able to wake up and communicate with a hundred thousand people and I thought that's a terrible reason to build an email list your email list should be a byproduct of selling and adding value to people and people who are coming onto your list because you're doing those two things really well.

[00:02:44] Another thing people want is they want an automated sales funnel so when people are approaching me are they talking to me about doing consulting or coaching with them. It's usually around some of those technical pieces of the puzzle but what they really want is they want more sales. They want to make money while they're sleeping. They want to have an automated system that drives leads all the way through a funnel to a web or that sells a product and then they deliver the product. OK they don't just want a piece of it or two but webinars are really hot right now. People are excited about him and they want that. And you know authors and speakers and coaches are trying to build on that platform so they might come to me and say How can you help me build a digital product. But in reality if they if we just help them build a digital product and we don't show them how to sell it or launch it then we've really done them a disservice. Even though that may not be what they're asking for. So the second principle is you must absolutely deliver on your promise whatever you tell people that you're doing whether you're selling with the web or you're selling on the phone whatever you tell people your product or your service will do it at a minimum. It must deliver that. And when I say a minimum it ought to deliver a lot more than that you should be outputting the coverage every time you make an offer every time you do a web or the web ought to be better than what they expected. The product ought to be better than what they expected at the bare minimum.

[00:04:00] If you tell people you can double their revenue then at a bare minimum they ought to be doubling their revenue. Ok too many times I bought digital products that made a promise and didn't even come close to fulfilling all the promise and I have a suspicion that the reason that is is because the promise was to give me what I wanted and not what I really needed. And so when I dove then I began to understand well what I really needed is to be able to sell this and all they told me was that a great example Ive used before is I just bought some digital products that helped me that coach me up on starting this podcast a couple of them in particular were very technical about how to set up the mixing board for doing great audio or the gate limit or that I'm using for this and I didn't know what either one of those things was before I started this process. I bought these digital products and when I was done with them I still didn't know how to set them up. There were gaps in the training so deliver what you promise. The third principle is you know what what they need and you lead them there and this is what I'm talking about with over delivering So they really want sales is the bottom line when they're coming to me. I have to read through the filter and read through the the emotional part of it. Sometimes the ego part of what people want from me is to be able to put them out there build their influence and make them famous in their industry.

[00:05:13] All of that stuff is a byproduct of doing everything else well but that's really kind of the Holy Grail for them. I want to be known by more people. But what they really want is sales. They want more influence. They want to be able to generate recurring revenue those kind of things. OK. The next principle is this. You understand there are obstacles and you help them navigate.

[00:05:32] I'll put a quote in here that says be careful what you ask for you just might get it. OK. So for us our job is not just to give them what they want. Our job is to help them get what they really want. OK so they may be asking for one thing but we know we need to take them down a different path or they're going to be dissatisfied with where they're going. In my case that's I can teach you how to build a digital product. But if I don't teach you how to market if I don't teach you how to do email marketing Facebook Marketing Google marketing partner webinars build webinars build a virtual culture there's the skills that you have to develop to really be successful in this business and a lot of times people will done that down to one particular skill and say well if I've got that skilled and I'm going to be successful in that business and I know that's not true in your industry whoever you're selling to you know that's not true there's more than just an easy button for this. OK so you have to understand that give them what they want. Get them in and then give them what they need. The next principle is this give them more than they expect. I talked about this earlier. This doesn't mean that you need to spend a lot more money. Right. It doesn't need to drive your cost of goods sold up so you're giving him another product.

[00:06:35] I've been in coaching probably I pay forty five hundred bucks for a coaching product and when I got in it the guy that was selling the coaching product gave us another coaching product that was wasn't really related to what I do but he gave us another $4500 coaching product after we got in the program. He didn't use it as a bonus. Upswell it was just hey I thought you might find this valuable as well. And he gave us this other training that was just amazing wasn't relevant to what I do but I went through it because he gave it to us for free and I felt like I owed it to him to at least dive into it. So give him more than what they expect. You don't have to give them your free product but it may mean a follow up phone call from somebody it may mean a note in the mail. There's there are little things that you can do that go a long way to drive up that deliver and satisfy satisfaction in your customers and you just need to take a few minutes and think about what those things might be. With us with our digital product in the church world we give them an agenda for a meeting that we know they're going to have to have with their team we made we made it easy for them to go to their team and have this conversation about the journey that we're about to take them on because we wrote the agenda. We put some video in there and we also added ended up sell opportunity for them and then we asked them to ask three questions. You know the three questions aren't related to our product is three questions they should be asking as an organization about their effectiveness.

[00:07:50] OK so that's what I'm talking about when I'm talking about giving them more than they expect do that. The other thing we do with our customers is if people come in through our silver program we immediately try to up sell them to a 299 or fifteen hundred dollar one time payment that's a given we're going to talk about upselling in the next session. The other thing we do is if they don't sell we go ahead and give them access to all 24 months of our program for 30 days. So they're going to get this massive it's 30 hours worth of content from a guy that knows what he's talking about that they can review because a couple of things. Number one we felt like that would really allow them to make a good decision. Number two they're getting way more than what we promised them in that first month. And then number three when we take it all back at the end of 30 days if they don't upgrade they that it increases their probability of upgrading. Now that may sound like me I can't believe you do that. The bottom line is this there's no way they could take all of our content in one month anyway so we know they're not going to hijack it. Number two for most of these people they start out saying how do I get more faster and about month three. They say hey I'm still going to have access to this after 24 months because there's no way I'm going to get done with it. And we. And the answer is absolutely yes.

[00:08:58] So for us we try to give them way more than what they expect and we give them a great opportunity to make a good decision about this. The other thing they don't expect which And I'm not saying you need to do this. The other thing they don't expect is to get an e-mail from us 12 days after they sign up. We do a 14 day free trial. They don't expect us to get any. Let's send an e-mail with the subject line that says get out. And then they get into that e-mail and basically we try to talk them out of our program and that 12th day now I'm not saying that's good form for you. We felt like there was a moral obligation to do that to make sure that if guys hadn't jumped in after 12 days of that 14 day free trial they probably didn't need to be doing this. Number two it helps us on the back end with people aren't going. Well we tried it and it didn't work. Ok people will buy your thing never logging on and then tell other people that it doesn't work. It's crazy Taylor. You know the board that spent money on this kind of thing and they'll just come back to us and it creates more headaches for us. So that thing that they didn't expect really saves us a lot of headaches on the back end.

[00:09:55] So the next thing I want to talk to you about is just the six ways to deliver an satisfice or we're going to move from this theoretical part to a very practical application and how you can put your content out into the world after people buy from you some going at some of these are going to be really obvious and then some are going to be not so obvious. And at the end I'm going to talk to you about how we combine these things in my business because very rarely do you see an online business delivering content only in one way and that makes more sense in a few minutes so the first way you can deliver your content is probably the most prevalent and that's membership's sites. We use customer Hobb which is Infusionsoft membership's site. We also use optimize press which optimize press as a WordPress CMOS plug in. So it's a theme for WordPress that also has a free membership site plug in now free always comes with it. OK well what do you get for free. Well the thing you don't get for free is really good customer service so theres that know how part of it is not going to be able to lean into somebody else you're gonna have to do a lot of googling and tubing to really find out how the platform works. We've built two different memberships sites on optimize press and I think it works pretty darn good for a free membership site now. I and my team were fairly technical. It's like it is for the most difficult platform that we work with is for a set up and making it integrate with our email service provider. But if you're on a shoestring it's something to think about as far as having a limited budget. The third one is Kajaki and you'll hear me talk about this time and time again the the evolution of technology in this industry is amazing.

[00:11:26] It's amazing how fast things are moving forward. Is it easy to build a membership site. No KJB is making it a lot easier. We're moving all of our content over there I don't think we'll move our core Turk's product in there because there's just too much to it. But the bottom line is going forward. All of my digital products that I deliver will be delivered through KJB. Okay so let me talk about the pros and cons of membership site membership sites to deliver your content the. Once it's done it's done. You can build these products. We built our our core product in the church world. I put it on that platform three years ago. We have made 2 percent modifications to that platform since then. And inside that 2 percent would be a total re-editing of all the video to get them down to more manageable the videos we're about an hour and 45 minutes on average and we got them down to about 43 minutes on average just given the meat and potatoes but once it's done it's done. And that way you can spend your time on marketing. Ok so instead of spending time trying to figure out how to offer something you're spending all of your time trying to just drop them into whatever your sales funnel is. The other pro about membership sites is building a membership site is going to force you to build your skills. There are skills that you don't have right now that you will have after you build your first membership site. I'm going to give you an example creating video.

[00:12:43] If you don't know how to do that you'll have to learn how to do that. Building membership sites. Obviously you're going to have to know how to work with one of these platforms. Building your email list online marketing building virtual teams how to do a launch. There's all these skills that you have to develop to go through this process. The bottom line is even if you don't really sell well and your first digital product is worth going through the process because of the skills development that you'll have when you're done now. We're building products around this right now that are going to totally help you walk through this step by step and think through things down the road that would never occur to you. And I know that because I built several of these platforms before I really knew what I was doing. So stay tuned for more information on that we're not quite there yet but depending on when you're listening to this this may be foreign to the future for you. We may be killing this already. Another thing it forces you to do is force you to refine what you've learned not only will you have to build these skills you have to actually put what you know into a format where other people can understand it. Now that may not sound like a big deal to you that is one of the biggest reasons in my mind for building a digital product is because it helps you understand what it is that you know we are all unconsciously competent. After about 10 minutes in our industry we learn things we put them into print as we do and regularly that we totally forget.

[00:13:55] And when people ask us how we do what we do we say well just you know I just go out there make sales you know were I just you know build a membership site and sell it using Facebook. Thats how I tell people I do what I do. Well you know there's about a million steps in those two things build. Build a membership site and advertise it on Facebook. You know a million steps in those things and we've got to be able to go back and help people walk through that step by step. The other really cool thing that that does is when you bring new people onto your team you've already got a product or service that they can go through without your help without you sitting next to him and they can kind of see what it is that you do. Now the cons Oh one last broke is it helps you communicate that you are a pro or professional. When you when you build a membership site and you launch it well you are putting a foot out into the world that is very professional versus what most people do out there. Now again this is probably one of the more expensive routes to go and I get that. The bottom line is I don't care how much money you spend launch in your digital product or building your membership site. I will guarantee you this. It is a fraction of what it would cost to start a traditional business of fraction. And when I say a fraction a small fraction not like seven eighths but like 116.

[00:15:03] Okay you could never start a business 15 years ago for less than 50 80 or 100 thousand dollars of somebody else's money. Now you literally can start a business by selling the crap that you have in your basement and investing that into yourself and some training and then selling what you learn online. I've got a whole video on that on the free membership site too that's called How to start a business with no money or something like that which sounds kind of shady but I kind of walk you through this step by step process. OK. The cons to membership site building them is like splitting an atom. Even even now with the drag and drop builders and not knowing how to how to code and all that kind of step it is still a challenge between not just managing the membership site but also creating your content and organizing it in a way like I talked about in the pros. The thing all those things that forces you to do that winds up being a lot of work. Now once it's done it's done and it'll be the best thing you've ever done. But it is it is time intensive speed to market is I would say it's a medium speed to market versus some traditional businesses not nearly as fast as some of the other methods we're going to talk about here. It's a medium speed market and it's like walking in mud a lot of times you're going to wake up you're going to work your butt off all day long and look back at the end of the day and go wow did I really get anything done. And the answer is yes especially when you start shooting video and upload them all that stuff. It's yes. OK.

[00:16:18] So the second way let's dive into the second way to launch your product or do your first 101. I'm sorry I misspoke. The second way is one on one coaching. So the second way to do this is to offer one on one coaching. Now the pros to one on one coaching if you are a coach or you've ever done any kind of coaching or consulting consulting is you know the speed the market is fast because there's no deliverable to it to build. You are the deliverable you can literally sell this with a video that drives until a phone call or sales page that drives them to a phone call depending on what you charge for coaching or consulting. You can send them to a free coaching session or free consulting session that really is your sales environment where you ask a lot of questions determine their need and then help them see where they could go and then offer to help out. I mean it's pretty simple. The pros are speed to market and it will help you understand what your audience really needs being on the phone listening to tons of people that are in the market that you're targeting and then driving them to a coaching product so there's an economic engine for it even if your long term is I don't want to do coaching I know how I am I don't want to do one on one coaching long term. I love doing it but I don't want to make a living doing that.

[00:17:28] OK so but what I do do in the early days when I'm starting a product or service is I try to get on the phone with as many people as possible in some of those people I'll get them on the phone and then I'll offer some free coaching going for just so I can stay engaged with them as they move through a process or system so I can help them get it up and running and I can see what questions they ask. Many of which I forgot to train people on. OK. The cons to one on one coaching are obviously it's timing. Time consuming. You are the product you're selling. When I was doing consulting I was fly all over the country consulting with churches about how to build churches physical structures of churches. And I felt like I had two sales jobs are two full time jobs and one I'm was in selling and one of them was in consulting. That is not a scalable format. OK you don't have to be a slave to this idea of scale that ability certainly early on don't say I can't do anything if it's not scalable 101 one coaching is not scalable so I'm not going to do it don't do that. The early stages of this are really just understanding who's in your marketplace who you've got the most connection with who you like doing business with and one of the biggest problems that they have and how can you help sell them. The other con is that you can't teach technical training on a phone call that's going to be a challenge for any of the live turning formats for the most part is it's very hard to show somebody click by click how to do something because there's two things at play.

[00:18:49] Number one you've got load times for pages which does not sound like that big a deal. But if you're watching a web or you're online with somebody or you're listening to him on the phone for sure you cannot sit there and listen to them walk you through how to do something online. It's just impossible. OK. So that is a big con to do and one on one coaching the next way to deliver your subject matter or your content or your digital product is life coaching group phone calls. So basically what we do with this is we do a live call with our members every month where we get them on free conferencing dotcom there's a link to that in the show notes below. Have no idea how these guys are making money but we've been using this platform for the last couple of years and I love the platform because we can drive our members there. They can get into a queue and ask their questions live. So the big pros to that are it's a community format you're going to get all of your members on there. And what normally happens with our members is they will get on and they'll say thanks so much for taking my question before I get into that let me tell you what's going on in our organization and we'll get this really good testimonial for our program and what it's doing. And then they'll ask her questions so it's reinforcing the idea especially with new members that this was a good idea. So I'm known here listening to somebody that's three months six months a year into this thing and what's going on into their church.

[00:20:02] And so it's reinforcing that idea that it's a good thing. We've recently switched to where we're not just calling into free conferencing we're actually using Skype to call a free conference thing. My partner and I were video in the Scott conferences and taking those questions and chopping them up into individual questions through that hour hour and a half that were on the call with him. And we're using that content as drip content in our funnels in our nurture sequence throughout the process which we talked about nurture sequences in Section 8 I believe. So you can check that out. But that's one of the things that we're doing. So these platforms where people are coming in it just gives us a lot of opportunity to create additional content. I put in here my notes your community will tell we'll sell the free trial people into continuing the process with us. We do either a 14 day or a 30 day free trial of our program when they come on. We do a lot of coaching call every month when they come onto that call somebody on that call is going to get on and give a testimonial that's going to help people that are still kicking the tires make the decision to go forward with this. Another pro to this free conference are doing group phone calls. It doesn't have to be on free conferencing. But another approach to it is it's super easy to set up I mean we're talking about a matter of minutes to be able to set up a platform like that and then you can run an e-mail sequence to it.

[00:21:14] We run email sequences to them in a couple of different ways sometimes we run them where they accept a register and then we send them to cut the log in credentials after they register and then a lot of times we'll just send them three or four reminders of emails that hey this is coming this Thursday we do it the third Thursday of every month at 2:00 p.m. Eastern Standard Time. So most of the people that are been in our program for a while know that when we do it we we do have 10 of them a year so we don't do them every month but we do 10 a year and that just makes it super easy for us to duplicate that sequence in Infusionsoft to make sure that those people keep coming. So once you get the set up set up first time it's really easy every month we're spending 20 or 30 minutes to set that up. One of my assistants does that and it works really well. There's tons of Lobb interaction. You can teach and answer questions in that format so even though it's on a phone call you can come prepared to teach in that format. At the end today I'm going to end up in the session where I'll talk to you about a business principle and a walk through somebody that did that I sat on a conference call last night with John Maxwell's team in the office with the guy that was doing the training last night and I'm going to dive into that a little bit of that at the end. But you can absolutely teach in that format and then answer questions in fact we normally do that every month.

[00:22:25] We'll get on and we'll teach for the first few minutes before we start taking questions in the queue just to allow people to get on and also to create some additional content that we can chop up and send out to our entire email list. The other pro is this can be a premium up sell add on so you can do your digital course on a membership site and then offer these Web calls as a premium add on. It can be Elford as a bonus in your step which is what we do we say hey if you get somebody you're not only going to get the training you're going to get you know bonus number one bonus number two and you're also going to get 10 or live conference calls once a month where you can ask your questions to the experts and that kind of thing. So you can absolutely use it as a bonus you can use it as an up sell the call that I was on last night with Montcoal that John Macksville company. John I was actually in the room with with more. That call was a premium self to their coaching programs. The cons to two doing a live call is it's all theology and no technology. Again you can't teach the technology part of this on the phone. And then the other con is it's really tough to sell this as a primary offering. You're not going to be able to do live coaching group phone calls unless you're some sort of celebrity in your industry which I see that happening where guys are doing live calls in their teaching and answering questions you absolutely can't.

[00:23:42] But if you're like the rest of us where you don't really you're not the most famous person in your industry and you're grounded and a living cell and digital products whatever it is or speaking for a living the chances of you being able to sell this just as it standalone product is pretty low. And if you do you're probably not going to be able to ask very much money for it. And the the ideology and people's mind is that they're going to be able to get your best stuff for a hundred bucks a month and that may not be worth it to you. So that is a con you might be able to turn that into a pro. I don't know but in my mind this is not a primary product the live call the next way that you can deliver your content is through what live webinars OK live whether I love live webinars. We don't do a ton of them but I love that I practically don't think they make a lot of sense but impractically as far as what I really love to do. I love to add value to people and interact with people as we go so alive. Levin are would be you delivering content and then answering questions at the end. It's very similar to the live call. The difference is they can see your face. You can use a PowerPoint presentation you can use a video you can do. There's just a number of things that you can do with a lot of women are that you can't do on a live call. The biggest difference between a live call and a Alive web or you know presale is the button. OK.

[00:24:56] And I know we're not in the pre-sell this is not closing the sale part. But when somebody is riding down the road they listen to you on the phone they cannot click a button and take action in a lab whether it or they can click about and take action. And it's also true if you're trying to train people on something that's get more technical if they're not sitting on their computer they are going to get the big picture stuff. But there's no way that they will understand the click by click stuff. OK. The pros to a lot of webinars people will love it. People love live stuff. It creates scarcity. They love to know it's live. In fact if you do live webinars you'll get on there and in the comics you'll notice that people are will be constantly asking is this loud. Is this live. Is this a lot. It's just one of those things people feel like they're getting something extra special when it's live you'll get a higher participation rate than if you are doing something that's an evergreen web or it's a fact. More people are going to show up for live stuff. You're going to get more people that show up more people that buy more people that take action from your live webinars than you will in your evergreen webinars. Now I have buddies that do live webinars and that's all they do and they can't believe that we do recurring webinars and I can't believe they do live webinars because they will sell more on an individual web or they might sell three to four times what I sell it because they've got higher participation.

[00:26:07] People are showing up in their clothes and a bit more higher percentage rate. But week after week I absolutely kill them on clothes right because we're running Web we're running webinars 11 webinars twice a day every day. OK so there's just a huge blow to the to the Evergreen part of it too. But let me stick with the pros on the on the live webinars right now. You can teach and interact live with your audience. And the other thing is you can turn the content that you generate from doing these live webinars you can record it all and you can use the video for testimonials and marketing material so every time we create content we're always looking for other ways that we can leverage that content and put it out into the world. OK so never do one thing and only use it for one reason. Ok if you shoot if you shoot video that video ought to be going on your blog it ought to be going into an e-mail sequence. All the Etzion optimized with the transcript. And if you're selling 101 to people if you're selling consulting or you're trying to sell a speaking gig to people make sure that you're building a list of whoever those people are that hire you and send that video to that person. Just to remind them that you're out here may not have nothing to do with him hiring you it might just be a valuable piece of content for those people so use it for as many different things as you can when you create content. The next strategy for getting your digital content out in the world is a hybrid live web.

[00:27:20] Now we do this a lot. OK so basically what that is is we use the platform zoom in what I do is I prerecord my training so I might have 20 or 25 minutes worth of training I do this and one of our in one of our membership programs where they come in the core of the content is on the site. And then I do additional training for four weeks for about an hour to an hour and a half to two hours and 25 to 30 minutes so that is content. Preprepared So I come onto the Zune call I introduce myself again. I thank everybody for being in the program. I tell them how how to ask questions and then I set the video up and I play it and we all watch it. So its actually playing on my computer streaming out my resume to my to my crowd and I watch it with them and then they start asking questions okay. About 10 to 20 percent of the questions they ask are about the content I just taught the other 80 percent of it is things that they either didn't explain well in the training or ideas that they have for me to improve the training or questions completely unrelated to anything that I'm doing that are just questions that they have which is always incredible when people are asking me questions about how to livestream their services on Facebook and I'm like that has nothing to do with the training that we're doing here again. Another pro is the live interaction with you feels more valuable. It just feels like they're getting more.

[00:28:38] In my mind the difference between getting a digital product and getting a digital product that also gives me some sort of access to the subject matter expert is just infinitely more valuable adding that extra piece in is a lot more valuable. Yes. Does it create extra work for you. Absolutely it does. But the cool thing is like with my facebook training that we do for churches I've created all that content already. Even the live trainings have already been created. So really all I have to do is I've got about an hour an hour and a half in my schedule where I've got to get on introduce myself play the video and answer questions there's no prep time after you build this content. The first time the other cool thing about the live interactions is most people that are going to come on your calls and I notice this last night on Mark's call as well. Most people don't have a issue. They don't have an issue with the technology. If you've done a good job of teaching them how to do things that's not going to be the issue. The sticking point is they have a meta issue which is a mindset issue. If you get on these calls and people start asking questions you're going to very quickly realize that something is holding people back. And in my opinion when people buy a product from me my job is not just to tell them how to do that thing my job is to help them get over whatever that mindset hangup is that stickiness. OK. And so part of our job when we when we want to over deliver and deliver on more than what we promised.

[00:29:54] Some of that is helping them get over some of those limiting beliefs that they have and sometimes that's just as simple as somebody telling them hey you can do this. Here's examples of other people that aren't nearly as smart as you are didn't have nearly the advantage that you have. That absolutely made this happen. Another pros you can be face to face with your customers that even on video feels like you're in the same room. And one of the cool things that I've seen happen and in fact it was with that example I used a minute ago about the Facebook live streaming your services. I didn't know the answer to that question. One of the guys on the call knew the answer to the questions then they will start answering each other's questions if you create this in the right way and you make it where a community can form around this. The cons to this to wants to do a lot of webinars is it's another thing on your calendar. Even a live hybrid. It's another thing on your calendar. You can't do it by training. You can try to do that. You can make it part of the prerecorded part which I do some and just play it there and then tell them it's available on the site now. The challenge with that is you don't want to deliver that content to them on the site before they've been in the live web because then you're bringing them on to watch to 25 or 30 minute video that they've probably already seen.

[00:30:59] So you've got to be able to set up the complexity to make that where it's delivered after the fact which is not that big a deal. Definitely doable but that's a con. The other thing is you've got to be able to be comfortable saying I don't know but I'll find out now that may be a pro that may be a con to you. I know that for me I get a little sensitive when I get on a phone call with people that are paying me to teach them something and they have questions I don't have the answers to. So one of the cons is there's no way to know everything and you've got to be comfortable with people telling them I'm going to stay in my lane if there's a question you're asking that I don't know I'll either find my find a solution for you or help you understand why you don't need to know that OK because I've been doing this five years I feel like I've got a pretty good handle on it. Our business is growing by leaps and bounds and that we had our biggest month in May. The fact of the matter is I know I feel like I've got a pretty good handle on this but I don't know 5 percent of what it is is to know in this marketplace. There's just a lot of stuff that you don't need to know you can know very little and get the ball rolling on this. So the next thing is Evergreen web series you can actually sell an evergreen web series as your deliverable not just as your sales environment but you can use a weapon to sell a series of webinars. I've done it.

[00:32:14] OK the pros are it's easy to set up you can just create a page on your site and create an organized way for people to move through three four or five or 10 videos on your site. You can deliver that content using email so you can email imagine what Number one they go to Majel number one email image and number two you add in module Number two they can see number model number two and there's a link to module number one and so on and so forth. That is a really easy way to do this. We do that a ton with free content. We've done it with some paid content where we just put the video on YouTube and embed the YouTube video on one of our pages on our site and then draw people to that use in an e-mail sequence much like a mock launch sequence. You'll hear Jeff Walker talk about a launch sequence. There's you know three to four e-mails in a sequence that sell a product. You can actually do three to four to ten e-mail sequence that actually deliver that product. It's a really inexpensive way to get going. Now the cost of that is your content is behind a paywall and absolutely people will share it if you sell a PTF or you sell video or you sell an email series to people just know that if you're sending something out and once you give it to them you lose control of that content. Just absolutely no. People will share it. So just a side note how to mitigate the pain of that between you and eyes. Number one ask people not to do that.

[00:33:30] Number two if they do share it make sure that when they share it that somehow those people find their way back to you. When I started working for John Maxwell we were selling tapes and CDs and one of the big challenges was people were duplicating John Maxwell takes and given them away especially in a direct selling companies. And they saw that as a big challenge. I'm like man I bet 60 percent of your business came from people that got a hijacked version of a John Maxwell message. Let them do it. In fact let's make it easy for them to give away a message in pantless craft the message for them to give to their friend to drive them into this and then put an offer in there. OK there are absolutely ways to leverage people stealing your stuff. And if it's a PDA if you just put some content in there that says hey to get more information about X or download this other free thing you know and drive them to a lead magnet from that page there's always a way to leverage other people's. Shenanigans if you will. Some people will find you pages through organic search. If you're putting pages out there and they're not behind a firewall. Google's absolutely going to scrape them it's a good thing. Most of the time in this case it may it may cost you a little something again. Always put something in there that's going to drive them to another lead magnet or an offer that's going to get an e-mail address for you at the bare bare minimum. OK.

[00:34:43] The last thing I want to talk to you is about this is so we run over a bunch of these different ideas different ways to deliver your content. Very rarely do I see people that's using just one of these so I wanted to give you three examples of how we do these. I've already talked about our church training where we do a membership site. We do that on customer hub and then we do a live monthly Q&A so that's the combination of a membership site and a live format. OK. We also have this for church program I talked about that was the platform we built an optimized member site optimize press is where press CMBS that has the membership site plug in as I mentioned earlier. And we built the site on there and then we do that live training using the zoom conferencing system a web in our system actually. So Zoom has the Zoom has web calls and they have webinars. There's two different sides of the platform. We have both of them. We use the web in our side of that. You could just as easily use google hangouts which I've used before is very very wonky or another platform stel seminar which is what we use for our recurring webinars actually has a hybrid model. I've just found that Zoom makes it really easy for us to be able to do that. So we combine that optimized member platform with the same training and then the last one is my Tony Robbins coach a that coaches me every week from Tony Robbins and I love the fact that we do these live calls where we're doing these live coaching calls. But then they coach me across the depth.

[00:36:06] So if he wants to teach me about the rapid planning method for building your goals or how to build smart goals or how to deal with mindset or limiting beliefs. All of that content is in videos on their their application their iPhone app that you get when you sign up for their coaching. So the bottom line is this. He's not spending time teaching every single person he coaches how to set up a smart goal. He's letting the video do that and then he's coaching across the top with a live call so they've got membership site methodology and also like call call methodology. OK. Hopefully that is really valuable to you. I think if you listen back to this a couple times I think you'll naturally see where the two or three things that you're going to be best are and then go out and leverage those things. A lot of times you might just want to build a membership site and start selling something on your membership site when you get more into that premium content area. You're definitely going to have to do at least two of these things if not two or three or sometimes even four of these things to be able to deliver and satisfy what you're offering to your people. OK. The last thing I want to tell you about this is what I'd do if I was testing my first information product so if I was starting all over again based on what I know now what would I do. And here's what I would do.

[00:37:13] I would sell a product on a membership site and offer live group coaching calls as a bonus and I put in my notes here and possibly even one on one calls depending on my sales funnel. Now let me let me digress right there or jump over and do a rabbit trail or wild one to one depending on what you're selling. You may want to draw people into a one on one coaching call which we previously have called sales calls. OK whether you're trying to get that big keynote speech or you're trying to get that big consulting gig we've always said you know looked at these calls that we have especially initial call with a potential client as a sales call. Here's what I would tell you. Shift your mindset and start thinking about that first call as a coaching call. OK. Because when you shift what you're going to do is you're going to shift into really helping that person solve a problem. And when what there's always going to be a gap right there's going to be helping them identify what the problem really is what the solution is in the gap between those two things which you just happened to offer a solution for in your consulting if you if you design that conversation well that will absolutely happen so you can sell a digital product that offers a lot of coaching I'm doing this with a guy that's coaching churches on financial stewardship now where they do bookkeeping on the back end that's their ultimate solution. We're creating a product around how to do it yourself. That's going to be dritte drive them to lob one on one call calls with this guy who's an expert in church finance and that is going to naturally lead into bookkeeping clients.

[00:38:33] So it's possible that you may want to drive them to one on one calls. If I was doing it again I would do a membership site with live grouching group coaching calls and then I would have one to two up cells from that we'll talk about up cells next week. But back to my first info product membership site with a live group coaching call and I wouldn't build the first post info product until I had X in sales and for me right now that's $20000 in sales. I don't want to go out and spend a bunch of time building a digital product only to find out that nobody wants to buy it because after you spend weeks or months building a digital product and nobody wants to buy it what's your inclination to figure out what's wrong with the sales process when in reality there just may be something wrong with your product. OK so it makes a lot of sense to sell these things have a launch date and say OK we're going to launch on you know if we're going to launch on January 1st by November 1st we need to have $20000 in sales or we're going to refund everybody their money and go back to the drawing board. Now we don't tell everybody that we just tell them that we're selling to this January 1st launch date. We might create some content that leads them up to that depending on how far out we are from that. I wouldn't I wouldn't get a long runway for that. That would probably be 60 days maybe 90 days at the longest. Now before we launch because people won't sign up for things until later in the game.

[00:39:47] But if I didn't get some initial traction and I'd probably offer a discounted price if you sign up before x day but if I can get some initial traction I'd go back to the drawing board even if I've got five or ten thousand dollars in my pocket. I have to take a step back from it and say hey is this really worth where I'm going in. It's because if I keep that money I'm I'm still headed down that path which may not be the right path. Don't fall in love with the money do so if you if you're getting money up front and you're saying hey I'm going to give a 30 day money back guarantee you should be hanging on to about 20 to 30 percent of that revenue for refunds hopefully refunds won't be that hires a lot lower than that or less than 7 percent because we do drop people out of our programs before they're paying too much. But the bottom line is expect that some people are going to ask for a refund they're going to expect an easy button and most of us are not selling an easy button. OK let me finish up with this before I run into long. I alluded to this earlier last night I got the chance to go sit in on a conference call with one of my oldest friends his name is Mark Cole and when Mark and I met we met in 2001 working for John Maxwell's company sitting in Keeves we were cube jockeys selling live events for John Maxwell. Here we are you know 15 17 20 years later and John Mark is the CEO of all six of John Maxwell's companies.

[00:41:05] He runs everything that John does. He's John's a close personal confidant. And Mark runs the life coaching calls which is a premium up sell to their best coaches so you take the best coaches in there fifteen thousand person coaching repertoire and those people have upgraded to these life coaching calls with six different experts in different areas sales and entrepreneurship and process and automation. And Mark does the leadership track and he and I been friends in 2003 we decided hey we're going to do live together. We we Berbel we gave each other permission to speak in each other's lives. And so he is crazy busy travels all over the world so I get time with him any way I can that's a commitment that I made to him and he made to me. So last night I said hey let's get together he couldn't get together until 10:30 or 11:00 last night. I said let's do it. What did you got going on to that night. He said I'm doing a lot of coaching call and I said I'm there. So I sat down and I listen to more heat last night on one of John's principles from the 21 laws of leadership which is the law the big mo which states momentum is a leader's best friend. So momentum is a leader's best friend the law the big mo mo. Now here's my take away from that. I'm going to make this quick. I am the author of momentum in my business. Let me say that again I am the author of momentum in my business. Nobody else no circumstance no person.

[00:42:25] It ain't your mama it ain't your daddy it's not your wife it's not your kids. It's not the people that worked for you or won't work for you. It's not your subject matter expert. It's none of that. You alone I alone and the author of momentum in my business when we have momentum is my job as the leader to leverage it. OK momentum is going to make me look better than I really am. We're in that right now. I feel a huge upswing in both sides of our business where we have got momentum. We've got people coming to us and asking us to do things that we get to say no to right because those are things I would have said yes to a few years ago when I didn't have momentum now that I have momentum we're making better decisions and we make better decisions and we say no more often what happens to our especially consulting revenue and partner revenue that goes way up. Right. When we lose momentum it's my job as the leader to recapture it. The lack of momentum makes us worse than we really are. A lot of you are feeling that right now you're better than what's going on in your business. And so every day you have to have to ask a question What am I doing that's making or breaking momentum. So. So I want to leave you with just two questions here. What are you doing right now to create momentum in your business so so don't think about the 30 things you might want to sit down and write down a list of five or seven or 10 things pick the top one and just go.

[00:43:39] I'm going to do more of that thing. Okay. The second question I want you to answer is what do you need to stop doing that's killing momentum what are you doing as the leader that's killing momentum now. Maybe it's just occurring to me now that you may not consider yourself to be a leader. You're listening to this podcast and we are 45 minutes into this. Let me promise you this friend you are a leader. You're leading yourself. Well right now by taking in content like that so get over that hump as to whether or not you're a leader you are a leader. John says John Maxwell says leadership is influence nothing more. Can you influence yourself. Absolutely can you motivate yourself to listen to this for this long. Right. And I know I'm from the south and half the stuff I say you probably don't understand. So absolutely. Later what do you do doing that you need to stop doing that's killing momentum. Ok that's two great questions. Answer next week we're going to talk about upswelling this is one of my favorite things because I did this so poorly when I started out I needed somebody to ride me like Zorro to do this upswell process and do it well. And in fact right before I started this conference call we got a one click up cell that was fifteen hundred bucks and we're on a seven or eight day streak of doing that now and it's just incredible.

[00:44:45] That's money that would have been $99 a month for two years have we not created that one click up sell and next week we're going to dive into that and figure out how to make that happen in your business. Until next time I hope you have a great day.

[00:44:57] I hope you get some momentum in your business now get out there and make your dreams come true. I'm catching the next section.

[00:45:04] Thanks for being with us on the show. Don't forget to subscribe to the podcast and remember to register for the free premium content mentioned in this session at the rep show dot com slash register. Thanks for listening to the show. We'll catch you next time