A Simple Psychological Principle to Create Bigger Impact and More Sales | Dr. Benjamin Hardy

But what happened is that the conversion rate of the actual thing I'm selling, which is an online course, between 500 and $1,000. That conversion rate almost doubled on the sales page because you can test the sales page, you can see how much people when they land on a sales page. So before the sales page conversion rate was 7%. That was the first picture I showed you. The conversion rate on the same sales page. Essentially a little tweaks, but not really is now 12%. Actually no, it's 15%.

Ben Hardy is an organizational psychologist. Best selling author of Willpower doesn't work. During 2018, he and his wife Lauren adopted three children from the foster system and had twins all in the same year, going from officially zero to five in less than a year. In June of next year, Ben will be releasing his next book which is Personality Isn't Permanent which which will sell millions of copies and become one of the biggest books in business and self improvement. Today Ben is going to teach you how to use Dr. Robert Cialdini's persuasion science to improve the quality, impact and profitability of your webinars. Give it up for Mr. Ben Hardy.

Okay, great to be with everyone. I'm going to start with just showing you two quick pictures pictures. So I'm going to flash a lot of things that you're not going to actually be able to see a lot. But the main things I actually want you to see are actually the things in red. So 7% and 15%. So I'm going to explain those pictures in a minute. The question is how. So what I'm going to cover in this talk is how to create a frame. How to actually have the people who are watching your messages or experiencing your material being in an environment like this. How to put the correct lenses on them. That's actually what Robert Cialdini's work is all about. And then ultimately how to get people to make big decisions. How to make people or get people to take action. That's basically what this is all about. And I actually Gina, I'm pretty sure that this is the wrong set of slides. I'm pretty confident this is the wrong set of slides. Anyways, that's me and Joel practicing this. I gave this talk at 100k about a month ago and so I decided to reshare it. Anyways, we'll start with Robert Cialdini. So here are some of the quotes he said. There's a critical insight for those who want to learn to be more influential. The best persuaders become so through pre suasion the process of arranging for recipients to be receptive to a message before they encounter it. To persuade optimally, then it is necessary to pre swade optimally. But how? In part, the answer involves an essential but poorly appreciated tenant of all communication. So this is the key. What we present first changes what people experience. So what we present first changes the way people experience what we present to them next. That's the key. It's all about creating the context. And then when you create the context, you shape everything. So I'm going to just share with you one of my favorite psychological studies. This is a really funny study. You, you can look it up if you want. It's called Mind over Milkshake. And so as you can see in the picture, basically there was two groups. One group was given a milkshake that they said was very healthy, low fat, gluten free, all those things, 104 calories. The other group was told that the milkshake that they were drinking was indulgent, totally filled with brownies, all sorts of stuff, 600 calories. The truth is that both of them were the exact same milkshake. This was all about framing. What the psychologists did is they ended up testing the people's blood and kind of the biological response of what happened after people took these milkshakes. And basically what it showed is that people had different physiological responses based on the framing of what they thought. There's a lot of interesting, more stuff that Jamie Hope would understand, kind of component of all that stuff. But basically the idea is that your framing not only influences your insights and your mindset, it literally influences your biology. So now I'm going to talk about how I've applied that principle to webinars recently.

Hey, I hope you're enjoying this video and I want to let you know that I have a new book that's come out and if you'd like to get it absolutely free, there's a link below in the description. Or you can wait till the end of this video or you can Simply go to joe'sfreebook.com and you can get a copy there.

This is a video that people land on when they come to my webinars. And basically what I say when people come to this video is I actually tell them that I don't want them to watch my webinar. I tell them that it would be a waste of time for them to watch my 60 minute training if they don't have the right perspective. I would rather them not consume more information. They already consumed so much information. Online, it's going to be a wasted 60 minutes, both my wasted 60 minutes and their wasted 60 minutes if they do not have the right perspective. And so when they click that registration button, I say, if you really want to watch this webinar, I want you to watch it from the right perspective. And so I've put together a seven minute video that's going to help you get into the right perspective. It's one of the things that Joe says, it's one of the things that Robert Cialdini says you have to have the right mindset and the right setting, set and setting in order to have a transformational experience. That's actually true of therapy as well. Joe said it, he said people go to therapy not for information, they go for an experience. And so if you want people to have the right experience, they have to have the right perspective because you've got to create the right content context. Basically what then happens is when people click the registration button, they go through this pre webinar training. It's seven minutes long, they watch it. And I just teach them a bunch of stuff that I'm going to already teach them in the webinar. But one of the things I do at the very end is, and I don't see a clock either on a 10 minute thing. So hopefully I'm not going too far overboard. But anyways, at the end of the training, I make an offer, essentially a tripwire offer. I offer them a $7 journaling course. And one of the things I say is if you buy this course, you don't have to buy this course in order to watch the webinar. You've actually already registered for the webinar. But if you buy this course, two things are going to happen. You're going to be able to go through a few exercises that are going to help you have a much more powerful experience with the webinar. But also by spending $7 on this thing, we. Good, good. By spending $7 on this journaling course, you're also going to be invested. So this is one of the things that Joe says, let's see here. Joe Polish, Ph.D. he says if they don't pay, they don't pay attention. So one of the things I actually say at the end of that seven minute thing is I say, look, you don't have to buy this, but if you do buy it, you're going to have a completely different mindset for the webinar. It's only $7 to buy this journaling course, but it's essentially like buying a ticket. And if you're more invested, you're going to have far more commitment and you're going to have a different lens. And that $7 lens could be worth a lot of money to you. It's just like why we paid $25,000 to be in this room. The information we get in this room is valuable in a lot of ways because we're so invested financially it puts on a different set of lenses and commitments. And so I just, I literally explain all this to them. And one of the things as part of the pre suasion principles is that you're striving to align their identity with what they're trying to accomplish. And obviously you're striving to have part of that be that they're making a decision that you're trying to help them make. And so that's actually one of the things that Dan Sullivan says that's what marketing is and selling is that you're helping people get intellectually interested or stimulated and emotionally committed to making a decision. And so this is just all part of training their identity. And really what the context is that you're creating is their future self. You're creating a context that they already want. It's their future self. And so they're coming at it from that perspective. And so these are all just things that I say in a lot kind of quicker stream in that seven minute video. And so over a six, this was without it over a six month period of time. And it's a very similar funnel. I made that much money on a fun funnel selling a particular online course by just adding, and these are two separate webinars. But by adding the $7 offer, so you can see the $7 offer and then the thing down below it, I've actually sold probably 4 or 5,000 of the journaling course, which is $7. But what happened is that the conversion rate of the actual thing I'm selling, which is an online course, between 500 and $1,000, that conversion rate almost doubled on the sales page. Because you can test the sales page, you can see how much people when they land on a sales page. So before the sales page conversion rate was 7%. That was the first picture I showed you the conversion rate on the same sales page. Essentially a little tweaks, but not really is now 12%. Actually no, it's 15%. So the conversion rate on the sales page doubled by adding in this pre suasion component. And it happened for a few reasons. One is because far more of the people who are at the webinar now actually paid to be at the webinar. Thousands of people have now paid $7 to watch the webinar that used to be free. Those people are far more likely to buy the program. But also for me, who's someone who wanted to give material that was useful, I wanted them to have the right perspective. I wanted them to have the right perspective, the right lenses, so that when they watch the webinar, it was a transformational experience. Not just them consuming more information. This is the sales page. Pretty much the same thing as it was before. Another kind of very important principle that I've learned about pre suasion that this is something that has fundamentally improved the program. So I've had thousands of people go through this online program that I sell. It's a year long experience. And one of the things that I've learned after having thousands of people go through it is that a lot of people, I actually have far lower like refund rates than typical. But when people join a program like mine, and even if they join Genius Network, there's a lot of new information that they have to gather in order to be successful in that new environment. So when I give them this new online course, a lot of the feedback we got was that people felt overwhelmed. People were like, there's so much information, I don't know if I can apply it all. And so what we then did is we built an onboarding program. So my program is called amp. And so what we did is we designed a, an amp warm up program. There's about 300 people in it right now. And actually a lot of the former people who have been in AMP for like six months who are floundering, we put them back in this program. And essentially what this onboarding prep program is is there's a video at the beginning and I say this is after they've bought my program. I say, you actually can't have access to my program or not my program, but you can't have access to amp what you purchased until after you go through this prep program. This is a buffer. And essentially I explained to them the core mindsets, the core things that they need to understand in order to be successful with the thing that they just bought. And they actually have to accomplish a few requirements in order to actually get access to what they bought. And by doing this, by creating this amp warm up program and it's essentially like a buffer. Our refunds are so low, but people are so happy because when they walk in, they, they're no longer overwhelmed. They can take this program at whatever pace they want. And that's one thing I tell them about. You take this at whatever pace you want. The fastest you can do it is in two weeks, if you're really a rock star. And then once people actually get into the program that they bought, they have such better results, not only because they worked for it, but because now they're ready for it. They've got the right mindset for it. They actually know how to do it rather than just jumping onto a rocket ship. So this is the thing that me and Joe actually have been working on. Joe filmed an onboarding process. He spent three hours filming some of the most amazing stuff, helping people to, when they join Genius Network, prep their mindset so that once they come to these meetings, they know exactly how to execute at the highest level. So I'm now going to finish, but these are the two pictures. 7% versus 15%. The difference was persuasion. So my question for you is, are you guys going to persuade? Okay.

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