Joel Erway - Mini-Webinars And Power Offers

When you are developing your own power offer, like, you have to think how can you appeal to the two types of currencies that your audience has. Time, currency and money. Currency. Right. And time is way more valuable, especially to high ticket buyers, than money. If you can incorporate some form of urgency and time element into your offer, I promise you it will attract better leads and more qualified leads into your, into your pipeline.

This is an intro. Intro, intro, intro.

Hustle and Float, Shark with your boy.

My boy, Matt Wolf and Joe Fear. Hey, hey.

Welcome back, dude.

We're bringing round two to the table with Joel Iraway.

Round deuce, throw it down.

Round deuce, round deuce.

And today we're talking about power offers. I'm not gonna explain what those are, cause Joel will, but they're really, really, really effective. Like extremely effective and really simple. Like you could set up a power offer in like a minute and a half maybe.

And it's probably a little bit of shift in your mind or in the way you're thinking about, you know, bringing your sales and leads in. That's what a power offer will do. You'll learn.

And we're also talking about mini webinars.

Oh, mini webinars.

They're like webinars but Minnie Er.

Minier. Like really mini or like 10 minutes Minnie Er. Yes, that's really mini. So I don't know if. Did those work?

They seem to be pretty damn effective.

I mean, are they good for testing a new offer or launching something new?

Well, let's let Joel, let's ask those questions.

Okay, okay. That's for him. So Joel Irway, he has been on the podcast before. It was back in 2018 I think is what you looked up. November, so long time ago. Things have evolved, changed. I mean webinars from that episode still absolutely work.

Studios have changed.

Studios have definitely changed. But point I'm saying here is that's a great episode. If you have not listened to that one, he dives deeper into the long form webinars. So if you're looking for that, go there after this webinar because this one is definitely a unique model that I've never heard anybody else talk about. And so Joel runs the webinar agency. That's where they actually do all this stuff for you. But guess what? Joel is literally going to give you the full blueprint right here. He is.

So grab the notes.

That's right.

Go to Flowchart Group.com, when you go to Flowchart Group.com, you can join our Facebook group And when you join the Facebook group, one of the questions is your email address. If you enter the email address, we will send you the action guides to our most recent episodes. So if you go to that site within two weeks, flowchartgroup.com, you'll get the notes for this episode. If you do it outside of two weeks, well, then newer episodes will have overwritten it. So make sure you do it quickly. Go to flowchartgroup.com, join the group, get on the list, we'll send you the action guides and hook you up. Let's go talk to Joel.

Woo.

That was a lot, Matt. Yeah, that was a mouthful.

That was a mouthful. All right, never mind.

I won't go there. Of course.

Let's go to Joel instead.

All right, round two is live. Joel, great to have you back, my friend. How you doing?

I'm fantastic. Guys, I am super stoked to be back in your beautiful studio. Honored that you redesigned it just, just.

For you, my man. We're breaking it open. I mean, I'm just gonna say you did it for us as well on your end.

You know, I've been waiting a long time and I knew that this would be the perfect opportunity for us to join the beautiful studios together and just. Wow.

Coast to coast, right? I'm digging. I think it's a curved TV above your head. Is that what that is?

Is it?

Oh, funny story around that.

So, like, you know, as you were talking before, like, this was an 8th 8 month project that I had planned a for. I'm like, okay, I'll just, I'll do this over a weekend and we'll get it, you know, we'll get this new studio built and turned out to be eight months. But so that's that monitor that you see in the background is a ultra wide, curved, like twelve hundred dollars Samsung monitor that I originally bought. Because I'm like, okay, I'm also going to be super productive. So I was going to use that as my main monitor for my, for my operating computer. And I put it on the desk. I'm like, this is too freaking big. Like, it was, it's enormous. I can't use it. I have no room for anything else. And I even got like a desk mount so I could. So I had desk space and it was, it was just too big. So I'm like, you know what, it'll probably look cool if I just put it like, as a, you know, as part of my set.

But yeah, it's like, yeah, taking immersing yourself in Your work to a whole new level with that. It's just like you can't. You look to the sides and you're everywhere.

It's like one of those, you know, the newscasters, they always have, like a nice scenery behind them. That's like a live cam. You could do that with yours. It basically blows up your whole wall there.

No, it's perfect.

Y. I mean, eventually I do want to turn it on.

But. And I did run power behind the wall and I have a. I have a desktop actually hooked up to it. But of course, as soon as I went to go turn it on the desk, something's wrong with the desktop. Like, it just doesn't turn on. So I'm like, oh, God, like, here we go. Another. Another project that I have to go get fixed.

Yeah, another weekend project.

Yeah, you should do webinars and have little, like, thought bubbles pop up above there. Like, this is what I'm thinking. And just like, have a. Like right above your head.

Here we go.

That's good.

Network. We'll use that. The screenshot for that.

That actually looks like every YouTube thumbnail. What you just did there.

The YouTube thumbnail is always, like, always screaming.

It's just some bored person with their iPhone doing weird.

Oh, man. I mean, well, was. So webinars is your jam. I mean, let's.

Let's.

I guess we'll get people into what we're actually going to chat about. We'll bounce around. I want to circle back and see how the studio is going to play a part in what you're doing too. We had you back on in the 1/ hundreds of our episodes. I don't know. That felt like prehistoric days or something for us. It's been a couple years at least. But it's great to have you back because you've been doing amazing things again, like an evolution in webinars. Last time we were chatting, obviously about webinars, we went deep diving into all sorts of ways that you can use those. But now you have a newer concept, mini webinars and power offers, and you have some other lingo you'll probably share along the way, but. But we were told by many friends, I think it was Roland Frazier, Brad Costanzo, they're like, okay, Joel's got something cool going on here. And we had to bring it back on because we got to share it, man. So, yeah, give us the scoop, I guess, since we've. Yeah. What's this evolution from webinars? Because there's gotta be a story there and how these things Came around.

Yeah, we can talk about the evolution of the transition, I guess, you know, we still do. So, right. When you think about webinars, most people are like, you know, the one to two hour long webinar where you give some content, at the end you have a pitch, right? Those still work, we still do them. We are the webinar agency, right. You know, but you know, probably back in 2000. So I launched the webinar agency in 2014. And that was my only focus from 2014 to 2016 was those long form webinars.

Right.

And I ran my own webinars. So we did them for clients, we did them for myself. And I started to see a lot of like the game was changing, like the rules were changing when it comes to paid ads. So that's, those were all the criteria that we did. Paid ads to webinars to sales. Right. And paid ads kept getting more expensive. Webinars were getting more difficult to make profitable. Really the success of webinars heavily depend, heavily depend on the market that you're going after. Some markets they will work, other markets they will not work. And so in 2016, I was struggling with my own webinar. We were profitable. We were selling a high ticket program. So it was webinar to an application to a phone sale to sell our group coaching program. So we were making money with it. But I knew from all the stats that I saw with other people's webinars that we were severely pushing the boulder uphill. Just the numbers were not anywhere close to what KPI looked like. And so I started exploring different avenues. Like I needed to get more leads out of my calendar. I needed to sell more services, I needed to sell more coaching. And you know, we were, we were struggling. So I started to toy around. Actually, I'll back up even more. What was the. I'll share a book with you guys, with your audience. Because the book that changed the game for me was how to Create Irresistible Offers by Bob Bly. Robert Bly. I don't know how he goes by on that book, but search for it. It's a great book. And there's a chart in the first six pages that talks about the importance of offers. And there are many different types of offers. There are lead gen offers, there are direct to sale offers, there are tons and tons of different offers. But in that chart, Bob is also an engineer by trait, so he is very technical. And so I show this chart all the time. I've got a book coming out, I show this chart and it was the performance degradation of your content as.

Performance degradation of your offer as brand content increases and offer content decreases. So that's a lot of mumbo jumbo and I don't know why it stuck out to me when I read it because it's very easy to gloss over.

Let's unpack.

Essentially what he was saying was your cost per sale is lowest when you are more direct with your offer and your promise and your cost per sale will will be higher the more brand driven your content is. So to kind of like dumb it down to layman's terms for Internet marketers, right? If you're running lead generation funnels, your cost per acquisition is probably going to be much, much higher. If you're running sales driven funnels, your cost per acquisition is going to be lower because go figure, direct response marketing. You are being upfront with your promise, you're being direct, cost per acquisition is going to be lower. And that was a huge light bulb moment for me because my offer at the time was a coaching program to show people how to use webinars to grow their business. And the way that I was acquiring customers was, you know, run an ad free webinar, right? Teach them about webinars, show them why webinars are a great opportunity, and then at the end make them a pitch. So after I saw that chart, it was a huge light bulb moment for me that said, you know what, there's probably a huge segment of my marketplace that does not need the education on why webinars are great for them. And I'm probably missing out on a huge segment of my audience that's either actively building their webinar or they've built a webinar and they've tried and failed, or they know they want a webinar, but they just hate the thought of getting it built. So that chart that Bob shared, if I just flip my webinar on its head, which at the end I make the offer, it's like, why don't I lead with the offer and go after that audience that is already educated on webinars? Like, I wonder how that's going to be. So I was literally reading that book in bed. It was like 11 o' clock at night. And I was going through a rough time in the agency. Like I needed to get clients. We had just moved into a brand new house. The house was three times more expensive than our previous home. So living expenses went up. We just had our first child. So like stress was at an all time high for me. And I'm like, I Gotta get more clients. So this was really the birth of the power offer. And the mini webinar comes after this book. So I ran downstairs, fired up my laptop, and I'm like, I'm gonna create a power offer. I didn't call it a power offer. I'm gonna create an offer and just see what happens. I'm like, okay. So the per. The first version of my power offer was born that night. So at like 11:30, I typed up this post. I said, if I offered to, you know, write you a webinar, you know, I've done a couple of versions. One was writing, you want to offer a webinar in 24 hours or less, guaranteed to convert, would you take me up on that offer? Right. So it was a variation of that, but it was very direct. And that next day, I had a flood of applications coming in. I had a flood of responses. And I closed two $25,000 projects that day. Like within. Within 24 hours. I'm like, there is something here. So that first version went out to my internal list, and I'm like, well, why don't I just run ads to this? And so I took that, drove paid traffic to it. And I went from paying $450 per application with my webinar funnel, my long form webinar funnel, my education lead magnet funnel, and my cost per application dropped to like 30 or 40 bucks. So I 90% cost reduction in paid ads in application costs by flipping it on its head. And so that was in 2016. We've since built on that and learned a ton around what to do, what not to do, and how to optimize that sales process. But that was really the birth of this sales funnel that we are now using.

In contrast to the marketing funnel of what a long form webinar is. And so I know there's kind of a lot to digest there. I just threw a bunch of, you know, dictionary terms in the dictionary of Joel. But I'm trying to, you know, not complicate things. And that was my best. My best explanation, I think. Well, let's put it that way.

Yeah. No, I think it's a big one because you're approaching it in a whole different way. You're not applying the marketing before the sales. I mean, you are, but it's not like you're layering it with thick marketing. You know, 80% marketing, 20% sales. Let's say, like a lot of Internet marketers or digital marketers will do. There's a lot of folks that are probably problem aware Even Solution Aware. And maybe that's, you're just kind of jumping right up there, right?

Yeah, you're 100% like, you nailed it, man. Like what we are going after is we're going after the Solution Aware market. So let me throw some more caveats at you for any, you know, because you know, you have an Internet marketing, a marketing audience. You know, this sales funnel that we built is not meant to like scale to the moon.

Why?

Because we're only targeting the smallest segment of the, of the market. But what we do like. So a huge chunk of my audience is they're launching a new high ticket offer, right? Because this is, this is a call funnel. It's meant to get people on the phone to sell, you know, any type of, you know, high end offer. So we are going after that audience that my audience, they need help validating their offer. And a lot of times what they do is they will build a long form webinar or they'll build any number of different types of funnels without actually validating their offer. And that was the mistake that so many people make. It's like, no, you need to validate your offer first. It's not gonna scale you to seven, you know, multiple seven figures. There are the rare instances that we've worked with people that have gone onto that, those, those levels with the mini webinar funnel, but it is not the norm. What this is meant to do is to help you validate your offer, which is the most important element in your business, and push that as far as you can with paid traffic until you start to see the numbers not make sense. But bare minimum, we want to be shooting for at least 4x return on ad spend with this offer and then take that to 30k a month, 50k a month, 80k a month, however far you can take it. But eventually you're going to hit a choke point where you need to open up the throttle a little bit and go after your problem aware and your unaware market. And that's where marketing funnels come in. So then we stack either a long form webinar, now that you know so much more about your audience, you know what offer is validated. So you can take that offer that we've already developed, bolt that onto the back of a long form webinar and it'll be infinitely more effective. But you know, I just always say that because I don't want to like ruffle the marketing world's feathers and like say that marketing doesn't work. It's like, no, it's just develop your sales funnel first, then develop your marketing funnels to feed into that sales funnel. And that is how we've been approaching new offers since 2016.

I was going to ask, so with the power offer, you know, I understand what your power offer was with the, you know, if I build the webinar for you and what was it, 24 hours that's guaranteed to convert. So how would you define a power offer? Like, what are the elements that need to go into a power offer to make it a power offer?

Great question, great question. So your power offer has to be, it's all promise focused. Right. And so, you know, you have to make sure it's compliant with whatever ad network that you're, that you're, that you're running on. But like the main elements that we focus on for a power offer is number one, like that primary promise has to. I'll back up too, because we design power offers so they run to cold traffic. And if you can get something to convert with cold traffic, it'll work with any other channel, whether it's networking, whether it's social media. And people have to understand that's how we think. So if they're working with us, like I always like to think, how can I get cold traffic to convert? And that takes a special way of thinking because you have to appeal to a surface level desire that is going to get somebody to stop the scroll, click through and take action, right?

Yep.

So assuming that we are thinking in terms of, you know, going to cold traffic, a cold audience, your primary promise has to have some form of urgency incorporated. It has to be specific and it has to, it has to solve an immediate pain. So, you know, for instance, the example that I've got here, which is, you know, that one to two sentence ad building, a webinar in 24 hours, guaranteed to convert without you knowing, without you need to know what to say or how to say it. Like that's a sales message. That's like everything that's in the back of somebody's mind with writing a webinar, like that's everything that's a sales pitch crunched down in like 25 words or something like that, or 14 words. And so when you are developing your own power offer, like you have to think, you know, how can you appeal to.

The two types of currencies that your audience has? Time, currency and money. Currency. Right. And time is way more valuable, especially to high ticket buyers, than money. And so if you can incorporate some form of urgency and time element into your offer I promise you it will attract better leads and.

More qualified leads into your. Into your pipeline. And so I don't know if that answered your question, but, you know, your private. It's essentially getting as specific as possible with your end result and just putting that out there. That's. That's really what the, what the power offer is. And like, our framework helps, helps mold it, but, like, that's, that's really, in essence, what it is.

Well, it seems like a really good philosophy for anybody to obviously test a new offer. But even if someone's just trying to reinvent themselves, maybe right now, especially maybe they're offline business or some variation of their business tanked during COVID let's say, as an example. But like, this can be okay. Well, you can kind of test a new coaching business or a consulting offer, something that is, let's say 10k or up. And, you know, like you said, validate it first. Maybe validate it with the market that you already have control, you know, attention of or even run a cold traffic ultimately. Like, where would you recommend folks to start to present their offer initially?

All depends on their current situation. So I just, I was down in. I don't know if you guys know Rob Cosberg. He runs Bestseller Public.

Yep.

So I was down in St. Augustine. We bought a. We bought a condo down there, a rental condo, and Rob just moved down there. And so we hooked up and I did a training for Rob's audience on the power offer. And, you know, I've known Rob for probably five years now, and he knows my stuff, but it was the first time that he got to spend like an hour learning about the power offer for me. And so afterwards, he launched a power offer to his list, and he sold 20 spots of a $6,000 offer with one single Facebook post using the power offer. And so if you have an existing list. Right. Leverage it. I mean, like, that's, you know, it goes without saying, like, if that is a huge asset that you've got. And we have countless stories of people running power offers to their list even without a mini webinar. Just run power offer to your list, gauge interest, hop on the phone and close those deals. I don't even think Rob got on the phone with those people. He put the price right in his power offer. It was a 6k offer. And over the course of the next couple of days, he knocked in 20 people sold out that beta offer, and it was incredible. So if you have an existing list.

Definitely use it. But if you want to validate a Brand new offer. You don't have a list. That's what we teach too. Like, you know, we say run, run paid ads to it because you're gonna know right away very, very quickly if people want this or not. And that's the best type of feedback that you can get, even if they don't don't want it. Like, that's incredibly valuable than trying to build all of your marketing assets to get to warm people up and give them an offer that nobody wants. Sure. So, you know, spend a couple hundred bucks running this to paid traffic, validate that offer, and you'll have much better data than.

You know, trying to build all these marketing assets to sell something that nobody wants.

I like it just for the fact that you can pay for data. You know, you don't have to guess and assume, oh, this is what I think they have because I've read enough forms and all this and it's like, no, just pay for it. Like you said, invest a couple hundred bucks. And ideally, you know, lead costs are going to be much lower than the big webinars and they will be because they're super targeted ads. And, and just listen to your folks. Get feedback as much as possible. And ideally it's sales or feedback is the feedback that you're getting.

That is what I also love about this too is you don't have to go and build landing pages and funnels and write a whole ton of copy and go round up affiliates and do all of the other stuff that goes into launching a product. You could kind of put a feel out there and if nobody really bites at it, go, okay, that wasn't it. And try something else.

Yeah, it's funny because.

I was having an intake call with.

One of my mentorship members I think was last week. This dude's a brilliant marketer. He's been in the game for at least 10 years. He's certified with Ryan Levesque and his Ask program. And I was talking to my client last week and, and you know, and so he launched his mini webinar, his power offer funnel. And like he made the number one mistake, like he made like the single, the number one mistake that I preached from the, from the mountaintops. Like, he took my power offer. Like he took what he thought was a power offer and he took my mini webinar funnel. And you know, he didn't develop a sales funnel, he developed a lead gen funnel. He's like, so it looks the same but like, his message was, hey, download my cheat sheet. And like, dude, that's not a sales funnel. That's a lead magnet. Like, have you learned nothing? He's like, I'm sorry, Joel. I'm a marketing mind. I'm not a sales guy. And I'm like, oh. So something clicked when he said that. I'm like, oh. He's like, yeah, I mean, you help create offers, but I know how to extract all the marketing data behind it. You know, I do this with the deep dive surveys. And what. I'm like, oh, that makes total sense because there are a lot of people who try and extract an offer from marketing data. And that's not like, it's two completely, completely different things. And like, I've been parts of other marketing programs. They tell you to do all sorts of different, like, you know, data collection, whatnot. Like, like, I can't go through, like, I don't have the attention span to go through all that stuff. And like, it, like, I know it works, but like, dude, I just, I just launch offers and I get to, I get them to tell me if they want it or not. But what made me realize on that call with Russell, my client, he. And like, they go, you know, they go, they go hand in hand. Like, one is for market research. Like, what are their pains? Like, what are they currently trying? What have they tried?

And fail.

That's all your marketing data. But that's not how you develop an offer. Because a lot of times people don't know what they want to buy until you present it to them. And.

That'S why you need to be great at making offers, which is a completely different skill set than researching a market and finding out what their pain points are. Because you can have, you know, everyone, you know, you can have four different offers solving the same pain point, and you're not going to extract that from. You're not going to extract your solution from the market research. So a little bit of a tangent, but it was a big aha moment for me last week when I was talking to my client.

That's huge. I'm just thinking, how about folks that have an offer right now that might not be a high ticket offer or a 10 grand or let's say 6k and up, you know, for taking Rob Kosberg's approach. What if someone has like, maybe their highest offer is like 500 bucks? Like, are there, is there some kind of strategy they can take what they have already and build it into a program that fits this model.

So is your question along the lines of how to develop a high ticket offer or is it how to Take the power offer framework and sell a lower ticket.

It's more the high ticket. Get them to the ability to sell something 6k and up, let's say. So developing a high ticket offer.

Yeah, yeah. So this is kind of what we teach in our program, high ticket courses. And getting a, let's say a coach or a course creator to, or somebody who runs a membership site who has been ingrained in the beliefs of, you know, running the low ticket business. Right. It actually takes a lot more work on my part to convince them to go high ticket. They have to go. What I've discovered over the past four years of talking with many of these people is that in order for them to convince themselves to go high ticket, they have to be living in some sort of pretty deep pain and trying a lot of different things with the low ticket route in order to say, okay, I think I need to go, I need to go high ticket. So converting your program to high ticket is not difficult. It's actually more just mental than it is anything else. Your market does have to play in it too, right? I mean, if you are selling to a consumer market.

That just isn't used to buying high ticket, you're going to have a lot of difficulty there as well.

Like if you're in, I'm trying to give an example here, like arts and crafts, right? You're selling a course on, you know how to, you know how to do crocheting, right. It's gonna be pretty difficult to go high ticket or a cooking school, right? How do you know how to.

Make Italian foods? I mean like, so it has to serve a market that is willing and able to, to pay a higher ticket price point. We define high ticket as like 1500 and up or $2000 and up. So if you want to go high ticket, you have a low ticket course. And let's say you are in one of those markets that is like consumer focused. Well, think about how you can pivot your market a little bit and be more valuable. So let's just say let's take the cooking school or the cooking example, right? If you teach people how to build these certain cuisines and you want to go high ticket because you realize it gets extremely difficult to build a, a full business model selling really, really low ticket stuff. Well, okay, well maybe if you know, who else would find that skill set valuable? Okay, well, what if they're a chef, right. And they want to break into the Italian market because they're higher paying jobs or whatever? I don't know if this is true. Or not. But this is how I would think. Like, I'm trying to take my skill set and apply it to a business owner who might be able to take that skill set and make money with it. And this doesn't always have to be make money, but, like, just going through my thought process, like, who else can take value in my skill set and is willing to pay a higher ticket price point? So a second example would be for a client that I worked with a while ago.

He wanted to create a high ticket program to teach college students how to get better grades. And I'm like, dude, it's gonna be tough. Students are broke. Like, they are, you know, and they don't. A lot of them don't really care about good grades. I mean, like, you know, he's like, why got this awesome study. Like, I'm sure you do. Like, I'm sure it works. But like, you know, if you're gonna be running ads to this program and you know, number one, they're probably not the buyer. Their parents are probably gonna be the buyer, right? So you have like two conversations you have to have. Like, there's just a lot of uphill battles that you have to focus on here. So we went through this exercise. I'm like, who else would find your study method valuable? I said, is this like, can anybody learn? Like, can anybody have success with this study method? He's like, well, yeah, just about everyone. I'm like, okay, well, who is. Who would find studying or your method extremely valuable? And I'll kind of give you the short answer here just to just for time purposes. And we ended up uncovering like, okay, well, there are plenty of professionals out there who have to pass these certification exams. And if they pass these certification exams and they instantly get a promotion. So there are, there's lots of opportunity to help those types of people, right? They need to study for these tests. They're extremely difficult. And if they pass it, it could make a $50,000 per year difference in their paycheck. And so he's like, oh, I see now. And so, like, you know, there's just. You got to think differently when you are trying to go. Trying to go high ticket or trying to, you know, transform your offer into a high ticket offer. And there's a lot more that goes into it. But, like, hopefully those examples were.

No, that's great. Yeah. And it's framing that result. Like in this example, the result is you're going to make more money. Whereas the college student, it's like, great, you're going to get better grades for what? To get a degree that you probably don't really believe in that much or are going to use actually. So yeah, no, it's great to think of the end result. And that's the problem. Aware again, right? Like it gets into like, oh, I'll make it stupid obvious to the person when you're presenting it initially, like you need this thing, it's unique and this is the promise. He said it's very promise focused and you just present the offer. So there's. Well, should we talk about webinars? Because we haven't really the mini webinar concept.

Yeah, unless you had something along those lines, I was going to shift into mini webinars. So let's just define the difference between what most people think of webinars and a mini webinar.

When you think webinars versus mini webinars, we've kind of hinted at this a little bit, a little bit earlier. Like you have to understand they are two different animals, two different purposes, right? So there are lead generation funnels and there are sales funnels. Okay. So lead generation funnel is, you know what the technical lingo is called as mql. So Mark, it's going to going to attract marketing qualified leads, which essentially is someone who's a marketing qualified lead is somebody who is raising their hand and just identifying that I'm in your market, right? And eventually at some point I may be interested in your offer. Now the key term here is might be maybe and there is definitely value in acquiring more of those leads. It's a longer term focus. You are still building an asset assuming you understand how to make offers to them because you will never capitalize on those leads if you don't make offers to them. But let's assume you do know how to do that. There is value in attracting MQLs. However, the key term there is they might be interested. So at some point down the line, and we have no idea when that down the line actually happens, is they might be interested in working with you. So you have to have a Runway in place. You have to be willing and able to invest the time into nurturing those people and developing that relationship. That's where marketing Funnels come in. MQL's lead generation funnels. Right. On the flip side, and that's what long form webinars are meant to do. It's meant to take those people who are maybe problem aware or a lower level of awareness and give them some education at the end, make a great offer and hopefully convert them so on the flip side we have SQLs which are sales qualified leads and a sales funnel attracts sales qualified leads. So what makes a sales qualified leads lead? An SQL is somebody who has raised their hand and has said that.

I am looking to make a buying decision, a yes or no buying decision, like with some form of urgency. So they have number one, identified that they're in the market for a solution and number two, they've identified that they're in the market for a solution right now. Okay? So that is what an SQL is. Everyone's market is comprised of SQLs and MQLs. And so SQLs comprise about 3 to 10% of your market at any given time. So 3 to 10% of your market is going to be making that yes or no decision right now. And so the great thing is if you make a compelling offer to them, like they are willing to have a sales conversation with you. So that is where power offer and mini webinar funnels come into place. They are sales funnels to attract SQLs. Okay, so before we go any further, like we clear on the difference there?

Perfect sense. Yeah.

Okay, cool.

So.

Now our, our, our messaging and our conversation with an SQL is, is very different than the mql. Like the MQL messaging is going to be, hey, sign up for my free training. Hey, sign up for this free cheat sheet, right? There's no urgency. That is, that is, that is explained to them when we go to a sales funnel messaging. It is the power offer, which is I want to help you do X, Y and Z. Now are you interested? Right. Is making that promise and attracting people who are in heat, right? In buying heat. And so the mini webinar is now taking all of your best stuff from let's say a traditional long form webinar. And we're cutting down all the fluff, right? Because fluff is not needed when you speak to somebody who is in the market to make a buying decision. Right. Now the perfect analogy that I found online, I wish I came up with this, but like an MQL versus an SQL, like if you are in a mall, in the mall, right? And somebody is walking by a store and they're looking, they're doing some window shopping, right? Like oh okay, well this is cool. They might walk into the store and they might browse some more. But they have.

It'S going to take a lot to convince them to buy something. Like they have to find something that they like, they have to figure out if this is something they need right now. They have to figure out if it's within their budget, right. There's probably a 3 to 5% chance that window shoppers are gonna go in and actually buy something. Whereas an SQL is somebody who enters the mall and then enters your store and is immediately seeking out a sales associate and saying, hey, I'm responding to an offer, I'm responding to like, or I got something that I need, can you help me? Right, so they're asking actively in buying mode. Okay, so that's like the analogy that I use of MQM versus SQL. So when we have a mini webinar funnel, right, Especially for high ticket offers, the number one currency that we're selling is time and urgency. Because high ticket buyers, they value their time more than they value their money. They're willing to part with money to save time. And so understanding that, we have to keep our sales message incredibly short and incredibly focused. So 10 to 15 minutes max of.

Inside the mini webinar. 10 to 15 minutes max. So, you know, it's not scheduled. It's just a prerecorded video that somebody opts in and watches right after they've been framed that I've got an offer for you from the power offer. So the power offer leads to the mini webinar. And you know, essentially it's framed like this. Like, hey, if you're interested in my offer, watch this quick, you know, watch this quick explanation on, on how we can help you achieve that promise. And if it makes sense, then book a call like. So that message is framed as a sales conversation. So they opt in, they go to the mini webinar. And that mini webinar is just meant to give them the need to know information about how you can fulfill on that promise. So it's really just designed to, you know, showcase your authority, which you spend no more than 30 seconds on. Because they really don't care about you, they care about what you can do for them, but they still do need to know that you are respectable and you're not some, you know, I can trust you because I just found you.

On the Internet context in there.

Yeah, yeah, yeah. So give a little bit of context. Exactly. Build a little bit of authority.

But spend the most amount of time on that video explaining like how you like how you're going to fulfill on this promise. And so what you really want to do is you want to throw stones at. Because somebody who is solution aware, more than likely they've tried and failed, right? Or they are in the buying process and the consideration phase of other solutions. So really what we want to do is we just want to explain why other solutions are bad and how our solution is different from other people's. Like, so it is really just a. Okay, an us versus them positioning. It's one of the most effective mini webinar frameworks that we use and for explanation purposes for people who are just trying to wrap their head around this concept. Like that's all I want you to think about. Right. So your message inside a mini webinar is really just meant to be, why is my solution the best solution out there and why should they be paying attention to me? And that really comes down to what are their options out there? Why do they suck and why am I awesome? Like from a simplistic standpoint, that's what you do. And you can do that in five to 10 minutes. You know, on average, you know, nine to 10 minutes is about what we, what we shoot for 15 minutes. If you have to do a little bit more explaining or you want to drop a couple of case studies in there, but like you can get laser focused in 10 minutes or less, you'd be surprised at what you can, what you can accomplish in such a short time frame. Now it does take, it takes a lot of work to simplify your message. Yeah, but yeah, that's, that's all people need.

Now when somebody registers for one of these mini webinars, when they land on the registration page, is it sort of up front like hey, this is only going to be 10 minutes of your time or like how are you marketing to actually get them on the call?

Yep. So you can absolutely frame how long the video is. Right. You can say, hey, watch this short nine minute video so you can learn more about our process. Right. You can frame it as a case study. So if you kind of, you know, if you frame that, that video as a case study, you can just say, hey, watch this case study and how we achieved X result. And if it makes sense, book a call. Right. So everything is framed around. We're gonna have a, we're gonna have a heart to heart conversation. Like we're gonna have a big boy conversation and just figure out if we can help you. Right? So you do not want, like nothing is buried, nothing is hidden in this funnel. It is, you know, you, you wanna just be upfront and transparent because the marketplace is going there.

Place like you know, buyers and leads, like they've lost trust and they want to be told up front like what's going on, like what's going to happen? And especially with your high ticket buyers, like the number one thing that you need to build with them is trust. So just be upfront with them and let them know, listen, we're looking for clients and we want to know if we can help you or not. So let's.

I feel like it's a level of respect in a way too, for people who are busy, who value their time the most, which most people I think genuinely do, but maybe can't afford it always. But you almost understand them more when you put something out there like this. It's like, hey, Joel knows exactly what I'm going through. Well, crap. Yeah. I need to at least chat with him and see what he's got.

If I'm any remotely interested in actually moving forward with something, I'm probably going to jump. I know I would jump on a mini webinar any day over a full length webinar, just for the time's sake. It's like reading a big sales page. I'm like, I don't want to do that. Give me the Cliff Notes, you know, and then, and then let's chat.

Yeah, yeah. I mean, when it comes to webinars, right now, I think my feeling when I see a webinar, you know, I see a Facebook ad for a webinar, I click over. You could tell when it's an automated webinar. If you're giving you three days and three times on each day, nobody's sitting there live doing that, right? But so you see those pages, and my first thought is like, oh, this is going to be, you know, an app. 90 minutes of my time. I'm just gonna watch the replay on this thing later and then I'll get the email and then decide at that point, do I even feel like watching the replay? And typically I never even get around to watching it. However, if I land it on a page and they're like, it's gonna take 10 minutes. Like, this isn't your typical webinar. I'm probably in. I'll probably be like, yeah, I could afford 10 minutes.

Yeah, yeah. And we never frame it actually on the landing page to our, to our customers, to our leads as a webinar. Like, it's just, it's just, it's information. Hey, watch this quick video. Watch this case study, whatever it is. Because if I were to put webinar, I'd probably lose them.

They have preconceived notions of what webinars are, and that's not what they want. They want to be told what's in it for me. How is this Different. And how do I contact you if I want more information?

Now are they registering for a specific time to watch it or is it just opt in and here's the video?

It's. Yeah, it's just a video. So it's just an opt into a video. You know, call them video sales letter, whatever. But I always associate video sales letters with like selling low ticket supplements. So that's why we call them mini webinars. Like but you know, it's just a prerecorded video. So there's no time registration, no date and time and you know, it's, it's developing a sales funnel, a sales system, a sales process versus a marketing funnel. That's the biggest Aha. That I want everybody to get it around their head is that's how it's different from a long form webinar. It targets a completely different segment of your audience.

Yeah, you basically cut the fat from a lot of different things. It's funny, it's like, nope, don't do that, don't need to do that. It's almost like you've taken the decision fatigue way down because you're just like, cool, here's what I got, here's what I'll do for you. Here's my promise to you. It's almost like, yeah, it's just it. And you're saying like, why this? Why now? And it's just kind of establishing all these parameters with the objections are just kind of handled right there, I guess. Talk about, I'm curious about the next application. Are there any key things that folks should kind of ask prior to a conversation when it's this kind of structure?

Yeah, there's definitely some tips and tricks that you want to be aware of with your qualification process. So like on your application form or your assessment form, however you want to call it, I always start with fewer questions.

Before I like, like when I'm launching a brand new offer, like I want the path of least resistance. And an application form can provide resistance, right. So it's this delicate balance of like, okay, how do I increase the throughput to make sure that my offer is actually valid? Because if nobody's even applying, I have a bad offer. Right.

So I always like to start out with like fewer questions just so I get more throughput coming in. And then obviously, you know, as I start having more of these conversations, more of these calls, then I'll start, you know, I might add another question or another question or another question and just make sure that it's not throwing off my KPI's you know, the core goal of what we're trying to accomplish with an assessment form and any sort of pre sales qualification process because we actually do, you know, we do more qualification on top of just the assessment form. So essentially what you want to, what you want to figure out is number one, is this actually urgent? So like, are you looking to make a yes or no decision right now? Because just because they went through the funnel does not mean that they're actually looking to make a yes or no decision right now. So we want to make sure we are getting them to say yes, I'm looking to make a yes or no decision right now. So that's one of the things you want to ask. You also want to make sure that, you know, they're ready to invest in themselves, right? So there's a couple different ways that you can do that during our pre call qualification, like we will ask them, hey, or we will tell them, listen, you know, nothing in here has been, I don't say this but like this is the, the explanation. Like, want them to know. Like nothing in my funnel said that this is going to be free. Like, you know, we're looking for clients with that being said, you know, and there is an investment for, for our services to get this result. So with that being said, you know, our fees range for, you know, our programs or our fees or whatever you're selling, they range from insert your low price to insert your high price. Do you have a budget available to meet that level of investment or something like that? Or does your budget, that's what does your budget allow for that level of investment? Does your budget currently allow for that level of investment? Very disarming. But also it gets your point across. Like, listen, if it's out of your budget, like there's no need to have a conversation like, so we'll cancel any calls that come through where they either ignore it or they tell us no, that's, you know, thanks for telling me, but that's out of my budget right now. And then finally, like I want them to actually admit that they like, I want them to sell me on the fact on why we should be talking with them. That sounds, that sounds kind of pretentious. And so the way that I do it is I want them to tell me that they prove to me that they watched my mini webinar, watch my training, right? So what I'm looking for or the question that I ask in a few different, in general terms is like, hey.

What about that mar process makes you feel this is A good fit for you. Right? So rather than saying, did you watch the video? Which you can also ask, and there's no harm in asking that, but I like to ask, you know, what about my methodology makes the. Makes you feel this is the right fit for you.

I like that.

Because if it's not, again, we have, there's no reason why we should have a call. Right? You know, if you don't think this is the right fit, that's fine, just tell me right now, we'll cancel the call. No big deal. But if you do feel it's a good fit, prove to me that you're bought in. Right? So I don't have to explain myself on the call, prove to me that you're bought in. And what I'm looking for in that response is I want them to be repeating back some of my branded language. Oh, I love the concept of a power offer. Oh, I love the concept of the Tesla method. One of the things that we talk about. Oh, I love the concept of a mini webinar. It's like I'm looking for them to repeat back some of the language that I've dropped in that training and those big aha moments. And if they repeat that back to me, like it's almost lay up sale. Like if they've admitted that, like, yes, I've got the budget, yes, I'm making yes or no decision right now. And I'm repeating back some of the branded language that you've told me. Like they're so, I mean, they're just about sold now. The only thing that they have a question is, is this going to work for me? Like, will this work for my sit. And that is best suited on a call, especially when they're coming from cold traffic. But now this isn't a sales call. This is a Q and A call. It's like, okay, I'll tell you if we'll hop on the call and I'll let you know if I feel like this is going to work, depending on your situation. But that's the sales process. That's every sales process in some form or another. We've just found out how to codify it and make it extremely effective for.

For these types of offers.

Yeah, it's like a bunch of pre suasion built throughout the whole thing. In a way, you're getting them to give it right back to you after they've gone through and sat just through 15 minutes or so. But I love it, man. Yeah, this could be used in so many ways. And this is why we wanted to bring you on, because it just seems like an easy, not easy, but a fast way to test, but also bring in some cash if someone needs it, or maybe to start some new venture to test. There's a lot of ways and reasons why you would do this.

I just want to reiterate the flow to make sure I've got it right. You're doing a Facebook post or a Facebook ad that breaks down your power offer within 24 hours. If I built a webinar for you that was guaranteed to make you money, are you in kind of thing does that ad link over to where they can opt in for the mini webinar? And then the mini webinar either has a link or directly below the video. You've got an application. And that's pretty much the whole funnel, right?

Yep, that's the entire funnel. So.

It goes add to landing page. And the landing page is super simple. It's just a headline. It's like, do you want this promise, yes or no? If yes, enter your name, email and phone number, or name and email, whatever you want to collect. They put that in and that takes them to the next page. So the next page is the mini webinar page. So that video is just going to play with a headline and a button down below that says, if this sounds good to you, book a call. You do want on that page to also be littered with testimonials if you've got them. If not, no harm, no foul. Testimonials will definitely help, but you don't need them. And so it's a sales funnel. It's a sales page. So put all your common sales page elements, testimonials, proof, etc. Build your authority where you've been featured, all that stuff. Put that on, on the mini webinar page to get them to apply and book a call. And then it's just a link to the application. And then if you fill out the application, they schedule a call. And after they schedule a call, you send them to a thank you page, like a confirmation page. And you can have a video on there, you can have a brochure. There's all sorts of different things that you can do, but that's the flow.

Very cool, man. Well, thank you for sharing that flow. Yeah, I mean, I, I think this is gonna help a lot of folks, man. And is this something that you offer as a service as well? Because I definitely want to send them your way if you're, if you're constructing these for folks.

Absolutely, yeah. I mean, so we run the webinar agency and so we do all these different types of webinars, mini webinars, long form webinars. We talk about where.

So like long form webinars still do work, right. It's just they have to be put in the right place for the right business. So if somebody who's got an existing high six or seven figure business and they want to consider a long form webinar, perfect. Like if they're in the scaling phase, right. Then they can consider a long form webinar. But if they're just launching a brand new offer, like it's overkill. It's absolutely overkill. So right now it's all about making sure that the client is getting the right solution for the right stage in their business. But no doubt about it, many webinars have been super hot, super hot lately. And that's. It's probably 80% of our business doing mini webinars.

Wow.

They're faster to get launched. We launch them in 10 days, we record them for you, we build the funnel for you. I mean so we can get these done like.

10 times faster than a long form webinar.

It's like a win for everybody.

It really is. I mean it was what helped us scale because there's just so much capacity that you can take when you're doing long form webinars. They take multiple, multiple, multiple revisions. It's like writing a book. It really is like writing a book.

And the fact that you have a mini webinar, it's less things and elements that could potentially what you have to test or tweak. Because with a long webinar, yeah. It's shoot endless amounts of things. So this is just really cool. I like the pared down version and the time and place of it. You can use both. Yeah, the webinar agency, definitely. What's the website again? Just the webinaragency.com.

That'S it. You nailed it. So we're actually redesigning that to be.

Our man. Our current webinar agency website is kind of embarrassing. So we are in. I don't know when this is going to go live. So you may see the old one or you may see the new one because we're in the process of revamping it right now actually it might not even be live because I.

Anyway, I like your joelurway.com.

Your main website looked really good. I was on there the other day, I think. Yeah.

Which one was that?

Yeah.

Joelurway.com Joelurway.com that's probably a better spot.

To send people is Joelurway.com right now because that will link to the webinar agency.com but we're redesigning and rebuilding the webinar agency. Be more simplified and also explaining this whole webinar model in better detail than what is currently explained, which is not explained on my current website.

Joelaraway.com. yeah, no, I went there. I was like, looking you up. I was like, oh, man, I really like your website. Super clean, a little biased to yellow and black. Just our show colors. But cool, man. I mean, this is super fun. And of course, you have your own web couple podcasts we were talking about sold with webinars and what Experts Unleashed. So those are still going. You said they're kind of here and there, but definitely. I know we've been on sold with webinars a while back. Yeah.

So.

They'Re still alive and kicking. So it's been a while since I've. Well, actually, I just released a podcast on Experts Unleashed with Mike Dillard.

Recently, and actually that's being simulcast on both podcasts. But sold of webinars is much more active. Experts Unleashed, I kind of. It's my passion project, so I don't even monetize that one. It just helps me get connected with people that I want to get connected to. They get exposed to my audience. So I have plans to rebrand Experts Unleashed in the near future, probably to my own personal brand podcast, like Joel Irway Podcast. But yeah, there's like 90 episodes on that podcast. It's still a great, great podcast, but it's less active than sold webinars. I think there's 160 episodes on sold webinars, and I do that twice a week, sometimes three times a week, sometimes once a week. So that's a little bit more sporadic, but definitely more frequent.

You did just set up a new studio. I'm curious, what equipment are you on right now? I can tell you got the Shure SM7B, I'm guessing. But then other than that, what else are you using? What camera are you on? What are you using?

Yeah, so I'm on the Fuji XT3. I wonder if I can show you. Let me see if I can do this.

Don't break it.

If you're listening on the audio version, go check out the YouTube version for what we're seeing hustle on Flowchart TV.

So I hope this doesn't unplug anything. So I've got two monitors. Come on, come on, come on. There's One right there.

Oh, nice. The vertical monitor.

Vertical monitor.

It's flickering, and then there's. Okay, so I can't turn that anymore. But there's another one.

That is overhead. It's horizontal. Fix this a little bit. Yeah, overhead and horizontal. And then I've got the. In the back, the Samsung. I think it says Samsung curved monitor or curved? Yeah, curved monitor. Like, 45 inches. That is completely not utilized.

It looks beautiful, though.

Yes, it does. It should look more beautiful when I actually turn it on. But I've got, you know, some boom arms connected over here I've got for a light. So a light bulb shining right there. What else? So I've got edifier speakers. They were like, 100 bucks. I'm probably, like, $6,000 deep in equipment. Yeah, that's not bad, though. So I'm actually looking at an awesome setup. So I don't know if you guys follow Caleb.

DSLR video shooter on YouTube. No, his name is Caleb. I don't remember who it is, but DSLR shooter or DSLR video shooter.

I've seen his videos. I've never actually watched them, but I've, like, they've been suggested to me in the past.

He's awesome. Yeah, he's awesome. So that's where I got, like, a lot of my.

Caleb Pike P. I K E. Yes, Caleb Pike.

That's him. So he has just awesome studio setups for podcasters and video, you know, video guys. So I took a lot of what I learned from him to get, you know, these visa arms, and it's. I'll take a couple pictures and send them to you so you can see my full setup. But yes, like, this. This light that I have right here was from him, like, my entire setup. I've got a crank desk that manually raises and drops. I've got a power desk that goes up and down behind me. But anyway, I learned a ton from him. I probably binged, like, 15 hours of his content.

Yeah, that's how I was. Ours is very Inspired by Peter McKinnon. I don't know if you've ever seen any of his videos on YouTube, but it's very inspired by that. Um, and we watched a lot of Think Media, too.

A lot of our.

Our gear and stuff came recommended from that channel.

From Sean. Yeah, yeah.

Sean Canal.

Yeah.

I love this. Yeah, it's easy to go down the rabbit hole, but any way that we could shortcut for folks, like, whenever we see a sweet set of. We're like, all right, we gotta. We gotta break this down.

Anybody who wants to recreate what we're doing? There's three channels right there that you can check out.

So what people don't understand is, like, once you go down this rabbit hole of, like, setting up a studio, it's way more than just the equipment. Because, like, what comes with equipment? Freaking wires out the wazoo. So then it's like, okay, well, now I got to figure out how to do cable management. And that's its own specialty. You can find thousands of videos on cable management. And then making sure you have enough cable length and, you know, like it is. I'm actually very proud of my cable management because I had. I used to have wires going everywhere. And I spent probably eight hours, like, actually doing cable management. It is so worth it. But cable management, they gotta get the right connectors. And, like, it's a. It's a lot of work. It's a lot of work.

And then. And then if you go to the editing side, that's a whole different industry.

Right.

Like when you get into color grading and the different video editing software, and.

It'S too much for us.

Yeah, we don't need to go down those rabbit holes. But I've been down all of those rabbit holes lately.

And lighting. So, yeah, it took me. So I had spent $3,000 on this damn camera. And, like, I couldn't get it to look good. And I'm like, the entire film industry is a scam. Like, I was at that point. I'm like, everyone is lying to me. Everyone is lying to me. And, like, I couldn't get autofocus to come on. And I ended up having to call one of my friends, like, can you help me get this damn auto focus to work? And so we finally got that to work. Then I had to get lighting set up. And lighting is like, everything.

Lighting makes all the difference. Yep.

Yeah.

Like, what I learned is that you have to essentially just sit in a pitch dark room and turn on as minimal lights as possible. Like, that's how I got, like, an actual setup to look decent. Because if I had my room lights on, which they're never on, like, the setup looks horrible. And so, like, that was the secret. I had to turn all the lights off. And then just like. Like one by one, just turn one light on and see how that looks, then another light on and see how that looks. And cover up my. Cover up my window so there's no light coming through the windows. And anyway, lighting is its own specialty.

It's crazy how one little light in the corner, because with this Office. We're still trying to figure it out. It's like. Wait, hold on. Yeah, don't turn those on because that puts a weird. Yeah. Like, out of balance look. I don't know, it's just. You're right. It's like the weird nuances, but. But yeah.

And if we point, like there's a light there and a light there. If it's pointed right at me, it looks weird. But if we cross angle them so that light's pointing at Joe and that light's pointed at me, then it looks a little bit better. So we've got all these things, but those lights are casting massive shadows down here. So now we gotta figure out how to light this better. Yeah, we're down the rabbit hole deep right now.

Yes.

Yeah.

Yeah. So we're like video buddies. I mean, we're down the same rabbit holes and completely lost and trying to dig our way out and. And just keep her head above water and it's so much fun. Get started with like, microphones. This. So that was another like four month project for me. It was like, you know, I bought this mic, I'm like, okay, cool. And then I realized I needed to buy a cloudlifter, which that was another trip to Amber, another order from Amazon. And then I had to get the right cables. Like, oh, what is that?

Cloud lifter. Google that.

Yeah, yeah, you buy a mic and then it's xlr and you're like, this doesn't plug into my computer.

Oh, my God. Well, yeah, if you send over photos, maybe we'll throw them in the show notes or something so people can see a little studio tour from Joel's place. So, yeah, man.

Yeah, I'll send them over.

This has been fun. I mean, we covered a lot. And yeah, as always, it's a great time, man. So I can't wait to share it and go check out. If you're looking for a webinar, get it all produced. I mean, this is the man. So webinar the no, go to joelurway.com. there we go. That's what we decided.

And eventually the webinar agency again. It's been live for five years, but we're just revamping it depending on when.

You'Re listening to this.

There you go. You got them both. Cool. Joel, I appreciate your time, brother. Great talking.

All right, thanks, guys. Anytime.

Hey, we're back again with an outro and there's some music that we're fading out here manually.

Manually fading out.

So dramatic, Matt.

Yeah.

The funny thing is, Jacob could totally do that for us in like post processing.

Well, you just saved him some time now.

You don't have to fade that out.

This is true. I was a fan of Joel's processes here, his structure and the fact that he simplified the selling process dramatically and basically put all the obvious pieces out there. It's like, yeah, I dig it because like, right when I initially heard about these webinars, I didn't know about the power offer concept, but they play hand in hand, of course.

Yeah. I mean, when we were talking to Brad about it and Brad Costanzo and he was telling us you got to get him on the show, he was kind of explaining this power offer concept to us. And that that to me was. It was so simple. But psychologically, when I was thinking about it, I'm like, yeah, but that seems like really effective. You're basically making a no brainer offer, maybe not always putting the price on it. He gave an example from Rob Kosberg where he actually did put the price on it. But it sounds like for the most part he doesn't put a price on it. But it's like a no brainer, like, hey, if I can build this for you and I can do it in the next 24 hours and it's guaranteed to make you more money than you spend on it, would you be interested in me building that for you? It's like it's such a no brainer. I mean, you don't know what the cost is, but he's basically saying, look, you'll have it in 24 hours and you'll make more off of it than what it cost you to have it made. Is that interesting to you? Yeah, you know, it's like, who would say no to that?

Yeah, yeah. It's like I mentioned on there, it's kind of like pre suasion in a way. And then you get them to kind of do these like micro commitments along the way.

Yeah.

And I like the fact that a couple of those questions that Joel was saying on the application, on the vetting process there, you know, would your budget allow for like. Oh, that's an interesting wording. I like that. Yeah, yeah.

I remember when I was working with Travis Sega, which I know Joel was actually a student of Travis's as well, he was a big proponent of putting those qualifying questions in there. I remember one of them, one of his questions was like, if this is going to. If, you know, I'm trying to remember how he word it, but it was something to the effect of like, this is roughly the cost of like a family vacation for four or something like that.

So he put it in context.

In context, he's like, would it. Would an expense of that size, you know, be prohibitive to you or something like that? And he had you work in something like that. But yeah, there was sort of like some sort of contrasting element or not a contrasting element, but some sort of like, you know, example of like, this is what.

Yeah, it's like a relating thing. It's putting almost like this. Yeah, it's contextual. It's like, oh, okay, yeah, I would spend money on that thing. So here's this thing. Yeah, I can compare it to that.

And he doesn't typically put the price in the actual questionnaire. Right.

He doesn't say like it was a range.

Is what Joel said, is $2,000 gonna be too expensive for you? Like, you don't put it that way because once you get somebody on the phone, there's the chance to offer them higher end packages. You might get somebody on the phone and find out that this person wants to pay $200,000 for you to just run their business for them or something. And you could go hire somebody to do the elements that you would do and pay them $50,000 a year and you make 100. The point being you don't want to put the price on the application and set that expectation of the corner because you might be able to offer them more.

Well, I was even thinking.

Yeah, there is almost a choke point like what Joel was saying to where you can only maybe take on so many more. So many of these people, you know, if you're doing a service or a consulting coaching package or whatever. But I was also thinking like, well, you can use this. Like we were talking about affiliate offers. Like, you know, that's a one application that you could potentially use a mini webinar. Obviously the pricing would might be different, but it depends on the affiliate offer. Also I was thinking about you can. Can do a kind of a hybrid model. Maybe it's. Maybe you are wanting to run someone's business or offer to do something for like a rev share. What's to say you can't put that out there as maybe it's a hybrid. They're like, okay, there's a flat fee, plus there's a potential percentage, or maybe that comes a little later. You know, there's ways to scale from this interaction. And the thing I like about this is you're getting the hottest people, the people that are in heat, you know, and they're in Buyer heat. And they're just ready to solve their problems, and they're aware of it.

Yeah, I'm gl. Glad you clarified.

Well, you know, just a reference back to Joel. Yeah, yeah. And it's. It's a way to kind of extend that relationship because if you. If you solve their initial problem, it's always easier to continue that. If they like you and trust you and you're getting them results, well, keep expanding on that. So it could be a great way to bring your best buyers to you quickly.

Yeah, yeah. Well, I mean, just the affiliate example, I think that, you know, that is another powerful way to use this. We didn't actually talk about this with Joel, but it was kind of something we talked about as soon as we stopped recording. We're like, I thought, we can do this with affiliate products. You know, you make this promise. You know, maybe the promise is something around your bonuses for that affiliate product. Like, if I was to give you X and I wasn't to charge you for that thing, but it would do Y and Z for you, would you be interested? When they click over, you have a video that basically talks about why all the options suck, except for the affiliate product that you're promoting. And then below that, you link them off to your affiliate product. And that, to me, is so simple. And I just love the simple terms that he used, too. I love those simple terms of. The point of the video is basically to show them all the other options and why all those other options suck compared to the one you're offering them. And I'm like, that sort of simplified explanation is awesome. That just makes it so clear. Here's why all the other options suck. Here's our option. Here's why it's the best. If you can convey that in the video, you're gold.

I mean, isn't that all people need anyway? Like, they're just trying to find a solution. They don't need to, like, figure out everything about it. Just cut straight to the chase. It's 80, 20 of it all.

Well, it's like when we were looking for cameras, right? I posted on Facebook something about like, I'm looking at the, you know, the Sony A6400, and I'm looking at the Canon. I think it was an M50. And I was trying to compare between those two. And Charlie Valor came on, and he was like, you don't want the Canon, and here's why. And he gave these radio reasons why the Canon wasn't as good. Yeah.

He was like, that one sucks. And you're like, but, but he was like, nope.

Yeah, but he basically. We were basically sold by like taking away the worse options.

Right.

We basically had several options we were considering and based on his feedback, he took away some options and said, this is not what you want. This is not what you want. This is not what you want. And so we landed on this one, the A6400. And I feel like that's kind of what he's doing in video in a sort of systematic, methodical way. He's going and saying, here's the options that are out there, here's why you don't want this one, you don't want this one, you don't want this one, this is the one you want. And that's all the video needs to do.

There you go. Yeah, it's just inching them closer to what the thing is that they really want anyway and they're aware of. Yeah, man. Well, I'm sure there's a lot more applications to this, but I think we'll be running some of these too. Probably some affiliate stuff, maybe, maybe a little pod hacker stuff. I don't know. We'll play around here and see what we can do. Yeah, good stuff. Oh, the other thing that I thought was really cool was the MQLs and the SQLs and the difference in thinking of leads. So the marketing qualified leads and the sales qualified leads and how. Yeah, it's like those long forms are the MQLs primarily because it's going to take longer and probably a lot more expensive to convert those leads. And then you have the SQLs that are just ready to go, the seller qualified leads. I think just having that distinction in your mind when you're building something out or maybe an intention of what are you trying to do when you're releasing an offer, like is it more suited for the MQLs or is it SQL? And really having that intention from the get go I think is super smart because I don't think it's normally discussed. Typically it's like the default is just go to MQLs and kind of get.

As many people on the list as you can.

Yeah, build the list. Build the list. And it's like, well, well just remember there's always a percentage. Like you were saying, what was it like 3 to 10% are always on your list that are ready to take an action of some sort. And I remember Perry Marshall, I think was saying the same exact thing. And then there's even on top of that like an upsell, there's Always. What, like another 10 plus percent that are ready to take another thing. So it's just identifying folks is super powerful. Yeah, for sure. Good stuff all around.

Yes, sir. And speaking of webinars.

Yeah, I know, it was kind of laid out up for us here, huh?

Yeah. One platform that you can do webinars on is Easy Webinar and Easy Webinar, they'll do the automated webinars, the hybrid webinars, the live webinars. All the webinars. They do all the webinars.

I'm sure they can even handle these mini webinars. Even though you don't really need the tech to do a mini webinar. But saying that it does have the tech to do any type of webinar you want to do.

Well, what you do is you set it up. If you're going to use Easy Webinar for it, you set it up as a just in time webinar. So when they register, it just takes them to where they can watch it right now.

Good point. So that would allow you to build the landing page at the confirmation or, sorry, the registration page in Easy Webinar. Then the, the live or the video page would be that like a just in time thing. And then you could deck out all the cool stuff below it, link to an application.

Yeah.

And then from there you're on your way and then see all the stats and all that cool stuff.

Like Easy Webinar, you can always just kind of word it in a different. You can word it in a way that's like we shot a video for you. It's only 10 minutes. We recommend watching it now, but if you can't watch it now, we gave you some options of times to schedule it in just to make sure you're going to watch it right. And so you could kind of. You don't word it as that webinar, you word it as like watch it now. But if you can't, why not just put it on your calendar, you know.

So all the features are baked in an easy webinar. That's what's nice. So if you want to do the page stuff, have the video in place, follow ups the stats. That's why Easy Webinar is so damn cool.

That is why Easy Webinar is so damn cool. Easywebinar.com hustle. They're hooking you up. Big discount for Hustle and flowchart listeners.

Hustle. I don't know what I'm saying. Hustle.

Easywebinar.com hustle.

That's it.

All right. Two other calls to action here.

Two more.

Yes, go for it. Hustleandflowchart TV is the YouTube channel you're probably hearing if you're listening to the audio version. We're talking about our studio. We're talking about Joel's studio. At one time, he was trying to turn his camera and show us, like, what he's got and stuff. Well, you can't really see that if you're just listening on itunes or Spotify. So make sure you subscribe to the YouTube channel as well to get some of the visuals that we're doing on the podcast. Now that we've got this new studio.

You'Re missing out on some of the stuff.

Yeah, you're missing out on some of the visual elements that we're doing in these videos. So make sure you go to HustleandFlowchart TV, subscribe to the channel. Like every single video we've ever put out. Click that bell.

Icon.

Icon. What are all the calls to action they give?

Smash the bell.

Smash the bell. Click the like, press the subscribe, Tell.

All your friends and family, sit on.

The follow, put our videos in playlists, do all the things.

I don't know what else. We don't know YouTube as well as we should yet, but we're doing more on there. And, yeah.

Tdv. Yes. And then the other call to action would probably be make sure to get the notes of this episode. So we covered a lot, of course, and multiple strategies. If you go to flowchartgroup.com within two weeks, you'll get the notes for free. And just plug in your email address when the questions pop up for you in that Facebook group, because you get access to the Facebook group, too. That's where we're hanging out. Flowchartgroup.com and you know what? Again, throw another one out there. Share this with your folks. You know, maybe not your parents, but, you know, why not? Yeah, if they're interested in selling some cool stuff, if they're business owners, I mean, your dad could maybe use a mini webinar in his business.

Yeah, he never would, but he never would. You're right.

But go share with someone you think that can use some of these mini webinars in their lives. I think they'd appreciate that.

Yes.

They'll remember you for that.

Everybody couldn't use a mini webinar in their life.

Right? So go share it around, tell your friends, and thanks for listening. Bye. Bye. Bye.

Thanks, everybody, for listening to this episode of the Hustle and Flowchart. Chart podcast for taking the time to listen. We want to give you something a little bit special. Every single episode that we do, we actually have somebody on our team take notes. We basically have a Cliff's Notes version of every episode where you can go and find all of the tips and tactics that they laid out, all of the resources that they laid out, all the good stuff from this episode. We actually have a nice simple notes version that you can find on our website. So go to evergreen profits.com find this episode that you just listened to and give us your email address and we'll send you the notes. Thanks for listening.

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