Running a High-Stakes Live Webinar (Behind the Scenes)

Foreign. Ladies and gentlemen, welcome back to the YouTube channel. It's Elliot here recording in live from Entrepreneur Circle hq. And we are back with a cheeky little vlog for you today. So it is currently the 6th of January and today we have got a live webinar. If you've been around my channel. You know guys, we love Cheeky live webinar. And so we're starting the year strong and I thought I'd bring you along for the the ride and show you some of the behind the scenes of a day in the life at echq. But a particularly strong day when we're doing one of these live webinars. So it's one degree, it's flipping freezing, the snow is out, but that's not going to stop us. So come on, let's go. You would not believe how much snow and salt travels around the office, makes a mess as a result. Extra, extra. Max. So this is our downstairs training area. We've got a new member, Fast start day on today. So when you sign up to join on Familiar Circle, we invite you to come down to ECHQ for a fast start day which is based on epically full of content and great food and vibes. So if you stick to coming through now, you might get a little sneak preview of some people in there. How are you, sir? Very well, are you? Very good, Very good. That's mattress. We're just gonna do a little check in on the studio, give you a sneak peek of the set. Mr. Miguel, in here. Hello, Mr. Miguel, how you doing? So today this is the studio. This is where the event is going to be broadcast from. Today's event is all about the revenue recovery system which is pretty epic. And so this was an idea that I had just before Christmas basically because at Entrepreneur Circle we've got three core business units. So we have Entrepreneur Circle core membership where people pay 99 pounds a month to get access to a treasure trove of resources. But also our community, bunch of in person live events and all sorts of other good stuff. That's what I call a low ticket community. Then we have Genie AI which is like our software. And so this is a sales and marketing system that businesses use to send out their marketing. It enables people to take action on a lot of the stuff we teach them as part of their Entrepreneur Circle core membership and actually implement it with the best in class marketing sales software. And then we have master plan. Masterplan is what I would classify as a high ticket coaching program. And this is where you get very hands on Help and support from our team of about 20 coaches now, which is absolutely epic and legendary. And so for all of those, we do much different marketing, but live webinars are one of our favourite ways to basically sell our stuff. And so we did a live webinar literally yesterday called how to hit 100k months. And that was for Master Plan and it was a roaring success. And so today we'll be swapping the stage out and we will be getting the revenue recovery system on and I'll be taking people through what the revenue recovery system is. It's actually quite an interesting concept because the idea here is that we can actually grow your monthly revenues by like 10, 50, 100 grand per month without spending any more on your marketing ads, but instead by unlocking and tapping into this lost revenue, which is revenue you're already generating that's already like sat within your business. You just haven't realized it yet, you haven't captured it yet. And this is through things like actually nurturing your leads, reactivating your old customers, systemizing your review collection and growing your online reputation. And also not missing phone calls, which, you know, believe me, in a lot of businesses in today's day and age is still a massive problem. So we're going to dive into that. It's like a two hour presentation with a big pitch at the end, which is going to be awesome. And so hopefully we're going to all sign up. So Mr. Miguel, he is our chief videographer and studio architect, the man normally behind the camera. But he's been busy recently. He's been upgrading the studio. So we've now got beautiful fiber optic cables, I think. Have you got a new camera arriving today as well? That's it. Cinema camera. A new cinema camera arriving. Miguel's going all in on the quality here, so we have him to thank for how good all of our normal videos look and these live streams as well. So God bless us and Miguel. This is our little library room where we have intimate meetings or deep reflection sessions. It's very cosy vibes. It's literally January 6th. So we got back into the office yesterday and we already, bang, had a live webinar on the first day and bang, we've got another live webinar on the second day. Because what a lot of people don't realize in business is that January is like the best time of year to advertise. If you sell anything that helps people improve their lives or become a better person in any way, shape or form, then January is just like the best time Ever. And it's for two reasons. Number one, you get the whole new year, new me aura that pushes people to want to make this positive change in their life. And so people are more likely to make significant decisions at this time of year. But secondly, the cost of advertising is just so damn cheap. And so we start running all of our ads for these webinars today, like on Boxing Day, because the day after Christmas, where ad prices have kind of been slowly climbing, the ad prices just fall off the cliff. So we literally ran the same ads that we were running in November and December, but they were like 50% cheaper. So as a result, we've got twice the amount of people to these webinars and. And hopefully we'll get twice the amount of sales. The way these webinars run is that you can't actually buy the thing on the webinar. You've got to book a call. It's the call to action because we need to qualify people and make sure that we can actually deliver the very grand and bold promises that we say we're going to deliver in the webinars. So whenever we do one, there's always a bit of a timeline between the event calls getting booked in and then obviously the conversations and sales taking place. But we are geared up. And so I'm going to show you now some of the things we're doing to get people primed and ready to show up for the webinar. Show you some of my slides as well, and I'll show you some of the numbers behind our last webinar because I think you'll find them quite interesting. So let's go. Excellent. Amazing. Guys, this is Charlotte. She's my executive system. She's been on a very important supply room. Keep us well fueled for a live webinar today. Thanks, John. So let me just give you a very brief synopsis of how we run these live events. There's actually a lot of pieces. Fundamentally, we run direct response ads on meta to an opt in page. The opt in page has a qualifying question which then routes someone to one or two thank you pages if they're qualified or unqualified. We do that so we can condition our metapixel into only tracking the qualified people so the ads find more qualified people and we get more of them. We then do a bunch of things to get people to show up. So we have indoctrination video ads that basically spam them on meta that show our face a lot more and give a bunch more value. We have a bunch of valued Emails that go out. We have your typical show up reminder sequence which is emails, SMS's and phone calls. But we have the WhatsApp community as well. This is all the stuff we do just to get people who have signed up actually show up live on event day, which is today. And so one of the personal favourite strategies of mine and take with anyone doing any kind of event, any kind of webinar is you have to be running WhatsApp communities now. Sorry to all my US friends to know WhatsApp isn't much of a thing there. You might consider doing this with Telegram, but in the UK or WhatsApp rules we make these WhatsApp communities and we are finding in today's day and age, email is packing way less of a punch. Email used to be the primary way in which we could drive communications. Now it still is a thing and we do it, but it's less impactful. The number one thing we found last year that made the biggest impact on getting people to show up to these Webinars is the WhatsApp community. So what is the WhatsApp community? Sorry, the WhatsApp community. We create a WhatsApp community and we then broadcast messages. Emma. So on days like today, we send little sneak previews of the set and we send little reminder messages to people saying, hey, get excited. Pro tip as well. We make a workbook for our live webinars so people can follow along and take notes. And so we drop the workbook in the WhatsApp and that's a reason for people to join the WhatsApp in the first place. And then we just remind people like, hey guys, we're going live today. This is the epic stuff you're going to learn. Here's the details. Okay, join the stream at this time and here's the link. We consistently found last year that however many people we got in the WhatsApp group, it was about 75% of them would show up live. So for example, for this webinar, which is a small scale webinar, We've spent maybe £3,000 on ads for this. We've currently got 144 people signed up. So my current prediction would be that 75% of 144, 108 people will turn up today. And that has held true across many, many webinars now. So that is kind of our main focus and what we use to gauge how the rides are going to show up. So that is claw Strategy number one. So I'm going to send someone WhatsApp videos now. Boom. So we've got some people to the lander that is, you know, first job complete. The second job is we must now present to them in a way that is thoroughly engaging and properly valuable so that we hold their attention long enough to get them to the pitch. But we don't just want to hold their attention, we want to fill it with value so that by the time we get to the pitch, they are itching to actually opt in and buy the thing. And so a lot of people's presentation skills are no bueno, especially for webinars. The way most companies teach you how to do webinars do presentation slides, I mean, are not so good. Great video on YouTube called Death by PowerPoint. That is some great tips right there. But we pride ourselves on our extremely colourful and fast paced presentations. So this is the deck I'm going to be running through later on today. It is 397 slides long and this is for a two hour event. So I'll get through 397 slides in two hours, which means I'm averaging 3.3 slides per minute. That's, that is some rapid fire slides and that is very, very intentional because once you spent all this money and time and effort to get people there, you need to make sure they are locked in and that they are getting such a high amount of value per second from the event that a, they're going to stay for at least, you know, 75 to 90 minutes because that's when the pitch actually begins. And then again, as I said, so they have had so much value in that time, they can't help but join in and opt in for the thing that we're pitching them up. So I'll do a quick little run through of these today to make sure they're all good. But this didn't work very well last time. And yeah, as you can see, they're very colorful. Every slide should give the presenter the exact prompt of what they need to say. So nothing scripted, but you're just simply following the slides and you're presenting and you gotta make it fun. You know, we have a lot of images here, we have some cool numbers and calculations. We try and make it as visual as possible because look, you've got to be entertaining whilst you're educating, okay? And that is the real balance for presenters. So we spend a lot of time. This is probably the biggest piece of work when it comes to creating a live event and the most integral because everything relies on this presentation going smoothly. And so this is, you know, hundred hours of Work here probably is the truth of it. I have ran this webinar before. We did it first as a test in December and that was as a way to validate the offer to see whether this new offer that we're selling would be received well. And it did. It was a great success. And so we are now doubling down on it. We've got a webinar for it today and then again in two weeks time. So we are gripping it and ripping it. Right time. Some food, I think. So what's on the menu today? I hear you. We are currently on the fuel hubs. So we have got a bit of chicken and noodles today. That looks nice. Fire cracked chicken and noodles. And I've got, of course, Jack's building water. I did a lot of coconut water testing and determined that these guys are, are the absolute best. So shout out to Vienna. But yeah, we just had a very nice little festive trip to Mauritius with a family and spent 12 days gorging on food and alcohol in a beautiful all inclusive resort. And so the new year is here and so we're hitting it hard trying to get in shape as well and, you know, be our best self in 2026. So even though we have a chef, Chef Edouard, who's full time on payroll here, I looked after everyone. We've been trying the fuel hubs, I must say. Ciao, fuel hub. Not sponsored, but they are good. So they send me these meals every week. It's like eight pound a meal, but the macros are very good, so lots of protein and they're just fucking easy, you know. So I can go stick this sucker in the microwave or the oven for like three minutes and then Bob's, your uncle had a tasty lunch. So for me, I like the efficiency. But also more importantly, these guys, they use good whole ingredients, so they're not using any seed oils, they're not using any preservatives or dodgy stuff. It's good whole hearty ingredients cooked every week. So yeah, not gonna lie, much respect to fior. And then I've got a few hours to just get in the zone for the webinar. We'll be sending a few more broadcasts out on the WhatsApp group. Get people hyped up and do the slide run through, get in the zone. I like to hit the gym just before as well to get the blood flowing and make sure we're looking, you know, spoiled for the stream. Yeah, it's gonna be a good day, guys. Let's go. Jack's coconut water joke's not sponsored, but these guys best coconut water in the business. Jack, if you're watching this, you want to sponsor the channel, you let me know. Maybe this is nice. Honestly, you'd think like, oh, the chicken would be dry. And that's what I thought. I don't know what they do, but it's so juicy every single time. Much respect. Anyway, impure to be fooled, fueled, right? For these webinars, two hours of presenting is. It's quite long, to be honest. And doing it in the studio is kind of funny because I can't see what's going on in the live stream. I can't see the chat. We have team members that man it. And so you're like presenting for two hours to like no one. So you can't have no idea if it's going well, if anyone's even there, how people are reacting. And so you just have to really lock in and be in the zone. But I'm looking forward to it. It's good fun and it's the best way to start January. You know, most people, they dawdle around in January because they go, they have a banging Christmas, which is exactly what you should do. But then they can enter January like a slug and take ages to actually get into gear. Maybe launch some campaigns, you know, midway through January and only start to see the results of them in February. And next thing you know, the first month is down the drain. So we work critically on it to make sure that we started January with an absolute bang. And it's why we planned all these campaigns to go live by Boxing Day. And first two big live webinars on this first two days back in January. So our sales team now are loaded up. You can see Helena's in there, Audi's in there, Ben's in there, all cranking through the calls that we looked at the back of the webinar yesterday. And then we've got our other sales guys on the Genia AI side, which is what the webinar today's gonna be for. All geared up and ready to take calls this week for this one as well. So it means we're starting January hard. So we've given ourselves the best chance to get ahead of the year because let me tell you, if you get behind in January as well, that fucking sucks. You're gonna be playing catch up for the whole flippin year. What a stroke of luck. We managed to bump into Claire, our head of Performance, Ira D.C. and she plays a critical role in the running of these webinars and so Claire and interested, as someone who's been in the marketing world for many, many years, what's your favorite thing about these live webinars?

I think my, to be fair, my favorite thing about the live webinars is they just work like we've done evergreens in the past. We do other marketing funnels as well. But the conversion rates that we get from live webinars, it's just always top tier. So yeah, I mean they're a great.

Converter like webinars for the win. And on the flip side then we're all about, you know, raw honesty and authenticity here on this channel. What is your least favorite thing about live webinars?

The stress. Because it's live and it's not recorded or anything like that. It's just things go wrong. They always go wrong and it's then having to deal with the going wrong or prepping in case something goes wrong, what the fail safe is going to be and putting in all these redundancies. So yeah, they work, but they're very high stress. 177 in the worlds. 145.

We've got over 200 registrants.

So it's a pretty decent.

We get a lot more have joined the WhatsApp for this than the 100Ks proportionately.

Wow. If you say that, I've noticed that as well and I think it's because of the WhatsApp message. So remember when we were having that web hook issue where people weren't automatically being put in meaning that they weren't getting their confirmation. So I amended it so they would also immediately get, once they sign up, obviously they get the text message but they also now get a utility WhatsApp. So it's inviting them to join the group basically. But it reconfirms, you know, you've signed up for this, this time of day. So that's interesting because then maybe we should incorporate that with the 100K webinar as well.

100%. Yeah. Because that's had a big impact. It was like 1500 registrants and it was about 550 in the WhatsApp group, wasn't it?

Yeah, well it was 584 because I checked when the webinar was awesome.

So that's like 35%. But this one is out of 200. You got one. Four.

Four.

It's like 70%.

Yeah.

That's how they get uplift. Yeah. Excellent. We love that.

Yeah.

Lunch has been consumed. We are Simon ready. Let me now show you my preference tree Post lunch, pick me up. So anyone who knows me knows I'm a big fan of coffee, but I'm also a big fan of collagen. So we've got some collagen peptides that we will throw into this coffee to make this extra hench, help our muscle recovery and also help protect our hair and nails. You know, I'm nearly 30 now, can you believe it? Despite my good looks. But I don't want my hair to fall out. So a little bit of collagen goes in here. Normally I put some honey in, but my honey is out of stuff. Cop ourselves magical coffee from the magical coffee cup. 4K cup, give it a bit of a stir. Ladies and gentlemen, we are now in the green room and it is approximately 91 minutes until the live event. And so I'm going to do a run through of my slides because even though I've done this before, practice is the best. That classic phrase. And so we want to make sure this is delivered eloquently with minimal hesitations and that I absolutely smash it out of the park. So I'm going to do a quick blitz through this line, get myself in the zone, get psyched up, then we'll go check the studio setup, rip the gym very quickly for the pre webinar pump and then get this show on the road. So here we go. Oh, good little point here. We always make a big deal about how it's live. So we put the date in and we try and reference like current events so that everyone knows it is actually live because there's real magic in it being live. When something is genuinely live, people are significantly more drawn to it and they stay watching it for a lot longer. So the minute someone thinks something is recorded, their likelihood and probability of dipping out and doing something else just goes up massively. So we always start like saying the date and referencing what's going on. So it really is truly mine. So the whole ethos of this kind of webinar is prove to people that we can help them by actually helping them. So we really get into the nitty gritty of how this stuff works. And my goal is always that people can turn up and if they just watch the webinar they could leave and actually implement and get value from the stuff that we've shared. Because if we can do that, then we know a small percentage of people will want our help to implement it and thus we will get customers from it. But it's not about holding things back or teasing, which is where a lot of people go Wrong. It's about giving away everything and then inviting those who want some support to implement it in. Now. I always get. I always get hyped up. To be fair. When we go down to the studio and all the lights are set up and I get mic'd up, that's when I start to feel, feel the hype. And as I said, I'll get into the gym before, throw some weights around. That gets me pumped up as well. And, yeah, just get ready to put on a good show, you know, gotta bring the energy. We are getting people to commit a very serious amount of time with us and so we must reward that, we must treat it with respect. But ultimately we want to make them have a good time. And so I bring the enthusiasm, we bring the energy and we're fired up. We're fired up and ready to go. It's a big opportunity because up until this point, there's a lot of work that has gone on to get people here and we've spent a lot of money not only in ad spend but in cumulative, like wages that we've paid to our team who have worked on this. It's like a lot of work. So there's quite a sense of pressure for it to go well as well. So that does get you pretty hyped up, but. Right, I think this is good. I think we're going to touch this. Let's go. Let's do. Step into the lift. Shout out to the Cameraman, Yoji. Right, 59 minutes till we go live. So it is time to get in the zone. Ground floor. We've got the fuel, we've got the lint roller. A critical tool to ensure we look as fresh as possible. Coasters first to the studio. Whoa, check this out. The stage is set. This is the real deal. Look at the studio underrated tool. Note this is final stage preparations. So as Miguel hooks a lap, but me and Claire to check all the links work because you don't want to go through all this effort. Get people on a live webinar, give them some value, get them booming in the mouth, ready to buy and then you send them to a broken link. Okay, that is catastrophic error. So we're going to go through, make sure things working, check the calendars, check mechanically that all of the marketing works smoothly. Believe it or not, one of the most common ways of most people's marketing fails is simple mechanical failures. That is the page doesn't load properly, the page isn't optimized for mobile, the link is broken, there's no availability in the calendar, it's the wrong calendar. Simple things that just throw people off and then you lose this out. So we have to be very disciplined and make sure we check all of that stuff. When you've got these high quality cameras that would have specks of dust on you, something even if it's completely fake. What I did find last time, I think the first time I was a bit unsure with how the presentation was going to land. I did find when I was like about 60, 70% into it, I did start to think. I was like, has anyone even heard this? Has anyone left? And then I remember seeing the question that we had question. And it, like, reinvigorated my energy quite a lot. And I was like, oh, I make note of that, actually. Let's manufacture a few bits of positive feedback throughout because it will help maintain engine. See this real self experience. Oh, my God, they're going crazy in the jazz. This is the stage where we just check all the QR codes one final time, check our application forms. Trying to rehearse the pitch because you don't want to fuck up the pitch. You don't hesitate, you don't want to stumble, don't want to get caught, which can happen to me sometimes. So we're going to rehearse the pitch. That is the most important part. To get seamless. Then we're going to get ready. I personally guarantee that if you implement just a fraction of what we share today, you will be on track for one of your best years ever in business. Sending some more WhatsApp messages to the people to get them hyped up. Oh, yeah. Testing, testing, 1, 2, 3. Testing, testing, 1, two, three. This is the Buttmeister. Okay, gonna go for a pre match tinkle. Turn the microphones off. Then we'll get our pre match. Hello, Chef. Hello. Hello. Happy New Year. Happy New Year, sir. For your new whip cream dispenser, It's time for the pre webinar. Do you like coming in here throughout the day and just throwing some random weights around? Get the body moving, get the blood pumping to enable maximum performance and feel good times. You know, energy creates energy. So when you get in here after you've been sat at your desk all day and start throwing some stuff around, really invigorates the mind and the body. At least I like to think so. Anyway, Intense workout. Orange jokings. That was about five minutes, but we feel good now the blood is pumping. We're going to be able to give an even better performance. It's time to get back into the Studio. It's a very long walk. Phew, we made it. I can see it. Here's the set of views. Big screen. Now the screen is right behind me because I move from my slide really fast. So we want it to be easy for them to stay up to speed. And then on my laptop with the presenter view, this would be called your computer. A comfort monitor where I can see what's happening. We have two cameras set up. One is a close up shot on me and the other is a WiFi one that includes the whole TV. That is so we can easily cut in between me speaking direct to the camera and then like talking at the slides. We then have the big screen which is connected to a Google dock. So say hello, Claire. Wow, look at that. Magical. This is how the team communicate with me throughout the stream. And also put in the questions for the live Q and A. Let's go into the booth, shall we? And let's see what everyone's doing. So we've got Claire, who you've all met, and Charlotte, who you've also met as well. And then we have Ryan, the other half of the video team. Ryan, can you talk me through this setup that we've got rocking back here? Yeah.

Everything is basically running through floor boxes, under the table equipment, run the cables from the back of the Mac through capture cards and things to get the screens up and to run 2C 70 and then it runs up through there to the two tripods which are basically recording the whole thing. Then that goes into obs where everything keeps set up with the individual cameras and another screen. And then we have the stream deck.

Which will switch between the cameras and that streams onto Vimeo. Boom. That's how the boys are going to control this masterpiece. Claire's going to be in the live chat, making sure people are living it, engaging.

Definitely going to ask them where everyone is.

Yep. And then later on ask them what business they are. That always goes down well. You want to have a successful engaged live chat during these webinars because, you know, it adds additional psychological persuasion because if people are seeing a busy live chat, it shows more people are tuning and watching it, which shows more people are interested, which shows more people are likely to buy the thing. And if there's a genuine capacity limit on the thing, which there is, it's going to push people to buy it and it's gonna make people more confident to make a decision when they see other people engaging and also thinking that it is a good decision as well. It affirms their beliefs and makes Them more likely to take action. Right, Time to get in the zone. T minus 5 minutes until we go live. It is game time. We're fully focused now. The team are set up. I'm ready. Time to channel my inner Zen warrior and deliver a cracking presentation. So wish me luck. Three, two, one. There you go, guys. One hour 45 minutes. We sped through. I think it went well. But now we need to check the results. We have a few good questions at the air from end from some interested prospects. It's time to go see the fruits of our labour. But a good session, a bit of self awareness, constructive criticism I could have nailed down for a bit better, to be honest. I didn't need to revisit those slides and make it a little powerful. But otherwise pleased with the presentation overall. But you know, my thoughts don't even matter. The results are what matters. So let's go see see what's going on. The stats are in. Remember when I said 108 people would turn up? We had 104. We're very close. That was our peak concurrent viewers. 234 total viewers joined us, which is solid. We've had nine calls booked in so far, which is already 50% more than the last time we did this, which is awesome because we spent less on ads as well. And so from that we should be on track to get a good few sales. So this has been a very productive afternoon, especially when again guys, the thing we pitched was like either 20 grand or 5 grand. So we need a couple of those to make it all worthwhile. So we, we will refine the numbers, see how the sales pan out this week and then look at how we can make this sucker better and better. But that's how we do it. That is a raw, unfiltered look into EC marketing machine and how we do these live events. So thanks for tuning in, see you in the next one.