The $1 Million Webinar (Works for ANY Personal Brand)

So I've used a specific webinar formula to generate over $10 million over the last four years. And the crazy thing is, most people are using an old playbook. That's why they're not getting the results. The rules have changed. So today's episode I wanted to break down what is the new formula to creating an ultimate webinar that will crush it for you in 2026. Now, this is going to get you your first six figures, or if you're making that money, this will get you to seven figures. For today, I wanted to bring in somebody who's in my community who's actually about to run his own webinar.

What took me aback a little bit, we're out of COVID Nobody wants to get on another zoom. And I was so wrong about this.

Thank you for joining me, Chris.

Absolutely. Thank you for letting me do this. This is awesome.

Yeah, this is cool. So we're going to get into this strategy. But I think the first thing first, people may be like intimidated by the term webinar. Especially if you're getting started, maybe you're doing one to one selling right now. But I just think first and foremost, the thing that everyone needs to understand is at some point, if you really want to scale your business, you want to get to that next level, you have to incorporate one to many selling. Right? Everybody's pretty much used to one to one selling. You're knocking on doors, making calls, DMs, whatever you're doing. And that's fine. Like you can make a lot of money doing one to one, by the way. But where everything changed for me in my business was I started marketing one to many and then I also started selling one to many. And that's the selling mechanism. So I think about a overall funnel right now. It's like, see my content or get introduced to me somehow. And then you kind of get into my world. And then when you want to take the next step, I'll invite you to join a webinar. So I'm never really selling my service on my content. All I'm doing is educating, giving free value, letting people get to know me, connect with me. But then when I want someone, when I want clients, when I want customers, I'll say, I'll start selling the webinar. So the first takeaway for everybody is like, stop selling your service and just start selling the next step, which in this case could be a webinar.

That's such a strategic way to do it. But what took me aback a little bit with doing webinars was I was like, we're out of COVID Nobody wants to get on another zoom. And I was so wrong about this because if you do them the right way and watching what you've put together. You did that webinar that basically broke the Internet with Gary Vee.

Oh yeah, yeah.

That one was so powerful, so good. I still watch clips from it. And I was like, that's where it is. If you can get to one to many.

Yes.

And really provide a value then.

And think about this like you're already having those conversations with people one to one, over and over. You're having lunches with people, you're in on a call, you're jumping, going on a zoom. And so what if we package that same value, that same information that you're delivering and we made it into a one to many format. Now you could take that same hour and talk to a few 50 people, 100 people. Eventually, like that call, there was 8,000 people who registered. I think 4,000 of them showed up or 5,000, but it was like it blew my mind in terms of volume, you know. Alex Harmozi recently set a Guinness book of world record for $100 million in book sales generated over 72 hours. He did this on a live webinar.

On a live webinar.

Live selling is the future of any sales for anything like live selling on TikTok. If you go on Tick Tock, there's people like standing on some weird contraption fitness device and they're selling it live.

See it all the time.

Yeah, it's on. It's non stop. Gary Vee is can't like you can't stop him talking about live selling. And so for anybody in a service business, real estate, mortgage, coaching, consulting, recruiting, whatever you're doing, this is the formula because you're giving a lot of value. Now the key is, well, and we'll break this down into a formula. There's obviously launching it, then there's getting traffic to it. Now how do you host a really good webinar so that people want to take the next step with you? So there's a whole formula to this process. But the first step is realizing I'm going to make a decision to do this. Like I've had so many people tell me, hey, I'm thinking about doing one. I want to learn what's the formula I need to put together my presentation. I would tell you this, do it backwards, bro. Launch the dang thing. Invite people and don't even know like you have an idea of what you want to teach. But don't worry about all the slides and presentations and all that stuff, because that will hold you from actually doing it. Hold you up.

Let me jump in. Sorry. I will tell you 100% that is true, because I went to a course with you in Vegas. You broke down exactly how to build the webinar, exactly how to pitch everything that you needed from a framework perspective. And in my head, I was like, October 15th. That's my date. I'm gonna do it. We're now sitting in. What's today's date? The. We're like, january. What?

Something.

I don't know. We're on the 7th, and I still haven't done it. So my date is the 20th. I finally said it today. We're working backwards from that date, and it has to happen one way or another. So if you don't start with that date, you'll have every excuse not to do it. So that's why when I hit you up today and we started talking about doing this, I was like, this is what I need help with. I'm stuck in a few areas. The 20th is a date. I got to get it done. And so hopefully we can give the audience a way to get unstuck.

Oh, yeah, that would be the goal. Like, by the end of this video, you will have the framework to have this thing launched, get people on it, and get the result that you're looking for, which is customers, sales, whatever it is you're looking for at the end. So the first step is to set the date.

Set the date.

Set the date. Now, you may not have the presentation ready. You may not even have the name ready. You don't even know what you want to do. But just set the date because it forces everything else to come. I think people think they need more information to make a decision. You need to make the decision first, then you get all the information. And what's crazy is everything. The world conspires to help you make this happen.

It's the weirdest thing. So I was at a dinner, and I was telling a guy about this. This guy Shane, buddy of mine. I was like, why hasn't anybody done this before? Like, you know, I was telling him about the webinar idea, this one to many. I'm like, I mean, literally, why has no one done this? And he got me on a call with all these geniuses who do every bit of the work that I'm stuck on to help me, like, from a tech perspective, build a landing page you know, okay, now you got a landing page. You know, remember Eddie was talking about how when you do Google Ads, I mean, I'm sorry, meta ads, and you get the pixel and you could put it on two different landing pages. He was explaining all of this and I was like, okay, I need that.

But this is the part that people get stuck on.

That's where I was.

Because it seems like too complex. So it's like the snow globe effect. If you shake up a snow globe, there's all this stuff coming out and you're like, that's our brain. We need to calm this down and get clarity. So the step is set the date. Now all the tech stuff that would prevent you from doing this, I'm going to break it down for you. It's so easy. Okay, so the, the software that we would use to launch this is my new favorite event in webinar software, which is just a simple landing page for people to sign up. And then people need to opt in. So then they get a confirmation and then you need them to get emails and reminders. So that, that's the, the framework for this. There's a single piece of software which I'm about to tell you in a moment. But stick with me on this because the first thing you need to do is name the webinar. Like, that's the problem where it's like, you know, in, in a basic example, in real estate, people like, come to my first time or in mortgage, like, come to my first time buyer class. Well, that doesn't sound attractive. It sounds like work. So don't sell work. You need to name the thing. So if you like today's video, you are absolutely going to love my forward focus email. This is just one tip delivered, takes about 60 seconds to read and it's going to move the needle for your personal brand new content strategy. Over 25,000 people get this email from me every single week. And the feedback has been the greatest I've ever received from a single piece of content. I think the reason why is because it gives you clarity in a world of all this noise and all this overwhelming information gives you that one thing that you could do this week. So if you want to get access to it, there's a link in the description and you will get the email from me this week. Now let's get back to the video. So step number one was set the date. Step number two is name the thing with an outcome based. So you want to use an outcome based name for this. So it's attracting people to it, like, I want that outcome. I'm going to sign up for this. So a very simple formula for this is how to do this in this many days. So like if you think about the old fitness ones, like how to get, how to lose 10 pounds in 90 days or 60 days, or how to get shredded. But that's like the basic principle behind that. But the newer way was like how to generate business using social media, how to generate three leads, how to generate 10 leads, how to double your business, how to triple your business, how to make 2025 your best year ever, whatever, using this tactic. And then here's the punchline, you can add a disqualifier there. So you would say how to get this result even if you struggle with.

This, even if you have bad credit?

Yes. Even if you aren't techie, even if you hate social media, like even if you hate being on camera, whatever those things that the audience would say is like, that's the thing I want to make sure I deal with in the title. Because now it's going to deal with that objection before we even like started. Right. So somebody might be thinking, well, I want to do that, but I'm not tech savvy. Boom. If I said it's not for. If you're techie, like cool.

Even if.

Yeah. So just think about this, how you could do this. I remember doing a class on social for people in my industry and I said, hey, how to double your business this year using social media even if you don't have followers? Because I noticed that everybody was telling me, well, I can't do it because I don't have any followers. I only have 100 followers. You have a, you know, a hundred thousand. It's easy for you to say. I'm like, no, no, no. The strategy I'm teaching works for people with 200, 2000, 20,000. It doesn't matter because of the content. Right. So that's the number one thing, is an outcome based. So I would literally go to chat, GPT or Claude, whatever you're using and tell it you want this for. You want an outcome based headline or title for your webinar that would attract people to sign up for it. Here's what you're going to be teaching and it will give you a bunch of ideas. Now the more context you give AI, the better the, the results you get. So that way you get a bunch of results. If you just give it no context and tell you to give it some titles, it's going to sound super generic. So that would be the thing. So for yours, what are you teaching?

So I'm teaching, I want to educate loan officers on a financial model that is used in mortgage. Right. So it's called the P L model, a profit and loss model. But a lot of people go to this. It helps them double their income. Right. It could really be a big driver for how they get more income with the same amount of volume. But a lot of people just don't know about it. It's, it's kind of a hidden thing in the mortgage industry that most people don't, most companies don't want you to know about it. I want to go across, you know, the community and teach people how this model works and what I'm just to.

Kind of back up here. The goal is for people to want to work with you.

Yeah, I mean I think in the long run, I think ultimately I want people to be in the right model. So like I have friends that are in different parts of the country that I won't be able to hire them. That's not my territory. I don't care. But I also don't want them to get in a bad model. So if I could teach people the right model, how to ask the right questions, how to not get bamboozled. I think you asked me one time like hey, how do they, how do these models really work, you know, in terms of sign on bonuses? Well, a lot of people don't really know how to, how to figure that piece out. So if I could teach people that then ultimately I'm the guy that they're going to come to because I built some trust around being really transparent about the information on the model.

Okay. So yeah, basically you have a unique mechanism. So there's the title I told you earlier was the basic starter one beginner, like how to do this even if you have this problem, how to get this result in this timeframe. Those are basic and those still work. By the way, the other title that's been crushing lately is the New Way to Do Something. The New Way to Double your. The New Way to Make Money. The New way to do social media. Although you'll see those titles really dominating on YouTube. Same thing on a, on a, on a webinar. The one you're talking about I think comes to mind is another type of title for a webinar which is called the Unique Mechanism. So you would want to name the thing. So basically when something has a name it becomes more valuable to people. They want to know about it. Everybody wants to be in the know if you're like, I had the system. And by the way, you probably, if you're watching, listening, you have a system, but you just haven't maybe named it. So you have this thing where it's, it's using a profit loss model for mortgage people where they could make more money, they could be more profitable if they use this model. So you would call it the P and L expander. The P and L whatever. And you could use AI to come up with a bunch of names. So you would say, learn how the. Learn the XYZ system that will double your rep, your income in 2026.

Okay?

Learn the, like, whatever that system is. And if I'm watching, I'm like, I don't know that system, but I kind of want to learn it. I'm at least curious, right? And then after the title on the page, you can put a little description and then you can, that's where you can expand on it. So you would say, I'm pulling back the curtain in 27 minutes. I will pull back in 60 minutes, whatever you want to make this. And I would say for some people where you're maybe you don't have a lot of brand with the audience and it's going to be shown to new people and you want to reduce the bar for like how many people would sign up. Maybe there's a lot of friction there because people are busy, right? So what you would do is make it lower time commitment so you can make it a 30 minute thing because like a lot of times people don't want to sign up for an hour because they're like, I don't have an hour, even though they should be signing up for an hour. So you can lower that commitment to 27 minutes or 30 minutes. Now what'll happen is with the Q and A, people will stick around for an hour anyways. It's going to go longer, but it kind of reduces the commitment up front. So you could say in 27 minutes or in 60 minutes or whatever it is going to be, I will pull back the curtain on this process that has kept so many people from reaching their true potential or making money. And you will leave with this, like something like you'll leave this thing with this. Just like I said on this video, if you stick around, by the way, you will leave with xyz, I'm about to give you the whole framework, right? So that just makes more people sign up. I think people ignore that and then they're driving people to sign up for something and it, it's just not attractive. It'd be like, me coming. Like, it'd be literally, here's what's happening, bro. If. If you want to make the analogy, we're going to a networking event to get clients and business partners, and I smell like you don't realize it, but you're handicapped. We're swimming in a pool. You got a weight tied to you, but you don't know it. So, like, people are like, hey, dude, nobody signed up for my thing. Nobody showed up. It's because it wasn't attractive to begin with. So, like, that's why I make this step number two after the date. So now you got that part done, and I think you have a great one for a great idea for yours. Now it's like, how do we get people to sign up? And so what I want you to do is go to this site. It's called Luma L U M A. And it's easy site for events. Okay? And by the way, Zoom has its own registration page, too. If you just make a Zoom meeting and you make registration required, that's a webinar landing page. But it's not pretty.

It's not pretty.

It looks janky. Luma looks nice, looks professional. You can also run ads to it, and it will track for the pixel and all those things, all those technical things. It handles all of it. And what does it cost? It's free, bro. It's crazy.

It's crazy.

I've done several events on it. People in our Mastermind have used it, bro. I reached out to the owner. I was like, give me a freaking affiliate or something. Like, I'm. I'm selling right now, right? But it's free. There's no. He's like, bro, how can I pay you? It's free. But what's crazy is if you go over, like, 500 people and that you want to start inviting to these, then I think it charges you. But it's like, it's minimal. So first webinar you set up, you put the title in. You can put a graphic there. It gives you a unique signup page. You can start driving traffic to that. You can also upload contacts into there, and it will invite them for you. It will handle all the reminders. You can schedule reminders in there. It'll do text and email. And that's important. Like, as we get to how to get people to show up to your webinar, it's very important to remind them, because people sign up and then they don't remember.

And there's this gap, I mean, this is the things that, like, would keep me up at night. There's this gap of you sign up for it, Right. I signed up for one recently just to kind of watch the process of it, but then it never hit my inbox to. To get on my calendar. And I was like, that was a gap on that person.

Set it up. I'm glad you said this. So, Luma, the crazy thing, the reason why I love it is on the confirmation, it sends you a calendar invite.

That's it. Because people forget.

So literally, like, right after you sign up, you check your inbox, there's a calendar invite in there. And it's, you know how, like, if I send you a calendar invite, it shows up unaccepted, but it's still on my calendar. So whether or not they hit the yes accept, it's going to be grayed out.

Oh, wow. Okay.

That's really critical.

That's really critical.

And I haven't found anywhere to do this other than this. So this is like the secret sauce. Yeah. So that's the first part. Now it's on the personal calendar. Hopefully they accept it. Now the next thing is to get them excited to show up and make sure you remind them. So obviously the reminders that go out the day before, the day of. I think you should not worry about reminding people one extra time. You know, like, I. I've been on one of yours and you reminded people right before, hey, we're just starting, you know, like, you can join. It's not too late. You can join us now, you know.

Absolutely.

Yeah. Just keep reminding. Because a lot of people in business fly by to see their pants and they may have signed up like you said and forgot all about it. And then the day comes and it's like, dude, you know? Oh, yeah, yeah, I remember signing hour.

Before and few minutes right in. And then like maybe even five minutes after it starts. Like, if you can get all those in, it's. We're on. We're live. Still.

Still join us.

Yeah, still join us.

We just started. So if Chris and I were doing it, it would literally, you would get an email a few minutes after the start and it would say, hey, we're live now. It's not too late to join us because people think like, this is spamming people. No, they signed up for it. And I have been told more than I've been told. Nobody's told me, hey, I'm bothered by this. But I have been told, thank you for sending it. I have been told, hey, man, that last email, and I know it because people click the link in it, they're like the last emails get the most clicks. So remind people to show up to your thing. It's important especially you've gone through the work of providing the value. You're not selling anything, you're giving service. Right. And so, and by the way, just backing up like it's important that when people are putting this together, yes, it's going to generate you sales and stuff. But the goal of it, the main goal is like what you said, I'm glad you said this is I just want people to learn the model. Just if you can, I want people.

To walk away better about that you're trying to train somebody and teach somebody and educate somebody, then it removes that I got to convert somebody mentality. And if you can truly be like if you really want to teach somebody the steps to get a house, it'll. It'll be different than trying to get somebody to get a loan with you.

Yeah. And I think that's the biggest deal. And here's the thing people struggle with is like when you're getting to the content itself, there's a few things that you have to know. So now we're on to step number three, which is like reminding people we just talked about that how do you get them to show up while you send the reminders? Now one step that I just learned which is super critical, like this changed the game for show up rate is and it also helps with conversions. But just by accident, it just worked for me is once they sign up, send them a video now. Not everybody watches the video. Now this video could be on the thank you page or you could email it to them and it could say like quick video from, from, from Chris or hey, thanks for signing up. I just want to let you know, man, like what I'm putting together for this is going to be insane. I've been working on this for the past. It's true. You've been working on this for months, maybe even a year, I don't know. And I really want to pull back the curtain and I'm telling you guys right now, just genuinely, you will leave with so much information. It will, trust me. This one's one you're not going to want to miss.

Dude, this is so powerful.

This is the PlayBook 40 second video. So many more people come take it seriously because a you took the time to send that to them and what if half the people don't watch it? It's fine, whatever. But a lot of People do, they click on it. And so that video can go on the thank you page or it can go in an email that you send out and it'd be like, hey, quick 40 second video from Neil to before you attend this thing. And trust me, this is worth it. Okay, cool. They watch that and so just give them like a reinforcement of why they should show up. And you can even say something to the effect of like, man, 20, 26, big year, big opportunities. But I'm noticing some people are winning and some people are struggling. What's that gap? That's what we're gonna do. I hope you wanna be in this category. So you should be one of the people that shows up to this thing and just reinforce it. So there's so many ways you can do that. But make it short. Sweet. If it's a long video, people tune you out. Like, it's got to be 40 seconds.

40 seconds, easy.

Yeah, nothing crazy and I'll see you there. Cool. Now they're there. So now that's how you get people to show up. Now step number four is like, what are we going to teach? We've got these people. Now. The thing I told you earlier was like, don't worry, don't get hung up on that because what happens is people jump to step number four and they haven't done those other steps. And so now they're like, hey, number four is, I got to put together a great presentation. Well, a, you have the idea of what you want to teach, but don't worry about making it perfect. Like, it's not the best presenter that wins, it's the guy who packages the information the best. And what good is it if nobody was there? Like, you know what I mean? Like, so somebody has an idea for one. You may have had this idea for months, but if you haven't done it, what good? How, what, how has it served you? Like, you have had the idea. You've been telling me this for months.

Been telling you this for months. And not only that, but I am probably on four calls a week saying the same thing over and over and over. I'm like, if I could just take all these people, put them in a room and explain it to them.

But I think. But is that what prevents you from doing it? Is like, is just some of the tech which we just talked about. That was tech was everything.

I've been sitting on the. I've been sitting on the.

But as far as, like what to present you, you have to just organize it, right?

I just had to organize It I had a framework on that, you know, on how to do it. You have a structured call. I already knew how to, you know, how to present it in a way that that mattered. That was converting for me when I did a one on one. But it was like now it was all this other stuff. What was hanging me up was not the content. And by the way, you know, for most people that are thinking about this, they. They're saying this already. They're. It's just trying to figure out how to go one to many was a big leap for me. I just. And there's also this reason there's a thought in my mind like well, who am I to, you know, get one to many in a room?

Yeah, right. So that's that imposter syndrome or it immediately like a limiting belief and all that stuff.

It's all those things. But here's what I had to remind my is like I was a guy, Neil who had funded 575 million in 2021. It was a good year. But 500 I'm my branch made probably after every. All our everything was paid for like 100 basis points or something like that. That if I was on a P and L model that would have come to me. So. And I promise you I did not make 5.7 million that year.

But you could have. You should have.

I should have. I just didn't know it because they didn't want to tell me.

So this is like knowledge is empower, knowledge is money.

That pissed me off when I found out about it. And so I was like, you know what? That's not the right way to do business. The right way to do business is educate people and if they decide not to go on the model and that's on them. But if I can teach people how to do the model and build trust through that, that's everything. But my story was I left a lot of money on the table. I just left way too much on the table.

And bro, this is a great intro. Obviously you can promote it with this. Like you can even clip what you just said. That's a great promo for this. But this can also be how you start the webinar. It's that opening story of in 2020 I did this and I and I would have made this and I did. I promise you I did not make anywhere near that.

Well that. So just so you know my clip my wife took a picture of me getting an award for that year with a number on there. So that's the picture.

Oh good.

My story on slide number two, boom. Like I'm ready to go, right?

So you even have the presentation. Like a lot of people tell me they don't have the presentation, that's what prevents them. But I will tell you, one hack for this is first making sure you realize that the value of the information is very important. So when you said, hey, who am I to do this, bro? People need your help. Like you think you need to be at expert level, big time influencer to teach. No, you just need to be a few steps ahead of somebody. If you've gone from A to B and C, you can now you are the most qualified person to help people go from a to b, 100%.

Yeah.

They don't need the guy who's freaking a billionaire to do it. Like, that guy's too far removed. You're in the trench, like, you know the shit. So that's the first thing is like, hey, I'm uniquely qualified to teach this. Number two is okay, how am I going to do it? Like, you know, and how would I frame the conversation? So that's the part you talk about the presentation and all that kind of stuff and how are you going to put it together? But I will tell you the best way is just to have a date going back to the beginning of like, hey, this is happening. I've invited people, they've signed up and hopefully there's hundreds of people come signed up. Which means, you know, you're going to get a good show up rate. I have to like, there's no choice now. And I think a lot of people like, dude, you're not going to fail. If the presentation is tomorrow, you will figure out how to get all that shit organized tonight. You'll stay up all night if you have to, and it'll be good. You'll be, you'll be dialed.

Here's what I'll tell anybody who's listening. Because we, we have the full, we have the forward community. But I believe people who watch this are people from our community and people who maybe not be in the community but are like minded. But if somebody's stuck, if you got, if you've gotten this far, right, you've gotten all the way through and you're like, what am I gonna say or how am I gonna say it? Then DM one of us. Because I'll help you. I'll give you the framework and I'll help you with what your slides need to look like. Because if I have anything on lock, I have that on lock. And a lot of it came from, like, listening to what people taught us in the Mastermind. But that was invaluable to me. My issue wasn't that it was like, all the other things that we were talking about leading up to, but begin.

To get stuck on that. But yeah, you're lucky, like, Chris is in a Mastermind with me. So, yeah.

So I'd love to help anybody with.

That piece of it. So drop a comment or shoot us a message on Instagram. And by the way, for anybody watching or listening right now, I noticed this recently. Like, I'm putting out insane value on my YouTube. I know you are as well. Most of the people who watch this are not subscribed to the channel. So just do me one favor. I don't have a fancy sponsor ad read for this, but, like, if you're watching right now, you made this far, hit the subscribe button because that's going to help me grow the channel, reach more people in the future, and it means a lot to me. So hit that button. And one thing I will tell people is just asking more of, like, you can ask in the right way, but if you've given value, dude, don't be ashamed to ask for someone to come to your webinar. You put together the work, you've done the work. Don't be ashamed to put this thing on. Like, if I'm asking on my YouTube channel, like, it would be selfish of me not to ask. Yeah. You know, like, someone's like, hey, I'm not qualified to do this. Well, you've done it. Are you qualified to help someone? Yes. Well, then if you're not doing it, you're just being selfish because you're saying, hey, I don't want to take the time to be uncomfortable. I don't want to take the time to learn this little tech piece. And so I'm just not going to do it. You know, that's. That's the part I think that is selfish. So getting over that hump is like, okay, now people are going to show up. I got to put together a presentation how to present. It's just a Zoom call. I would suggest not doing Zoom Webinar unless you don't want the boxes to appear there and you want not anyone to know how many people are on the call. That's where you can use Zoom Webinar, but you have to upgrade your account. But a regular Zoom meeting with everybody muted and you're the presenter is perfect.

That's enough.

And you can go up to your standard account would be like, 100, you can expand it to 300, 500,000. But above a thousand, then you have to actually turn it into a formal webinar and you have to pay more money for your. Oh, wow. Okay. So once you get to big numbers.

If you get to that, if you have a problem, that's the best problem.

I would say the money. When I was on dude, Zoom gets their most money from these people. So I had to upgrade to 3000 for the Gary Vee one. And it was, and even I did one for forward launch and it was over that cost, I think, I think it was like several thousand dollars. Okay. But then I was getting more opt ins and I was like, okay, how do I go to 5,000, bro? The cost of 5,000 was over $10,000.

Oh, wow.

Like just to do one. I was like, did they really get you?

But that's a good problem to have.

Because they know, they know that you.

Can get 10,000 people on a webinar. Whatever you're selling is going to be good.

Either you're going to be rich or you're selling somewhere. We need to be rich with you. So that's how Zoom makes their freaking money. Not off the 50 person free account. So great shout out to Zoom for doing that. But yeah, so now you got the people on. What do you do on the call now this is important. That's the world you want.

Yeah.

So what you just talked about is setting the frame. The framing is very important. Now obviously that pre webinar video is pre framing. The content you're posting is pre framing. Your personal brand is pre framing. Because if people are following you, they're seeing your stuff, they're coming to the event with some logic. I've had some crazy results because I'm always pre framing, I'm always teaching. And you are too. You're showing up every day on social media. So this is the point of showing up consistently on social media is you're doing it. And sometimes you're like, what's the point of showing up every time this week? Well, next month or next quarter or next year when you're doing this, that was the freaking point. Because now you've done all that work so you can cash in. And I'm not saying like ring the register, but that's where you get paid because you've done the work beforehand. Like I remember launching, like when you want to recruit people, it's all relationship and trust.

Relationship and trust, yeah.

So the more trust you have, the more people you can get. That's when the more money you make. Right. Same thing is true in any sales model. If people trust you, they'll buy from you, they'll work with you. And how do you build that trust is over time. So this is why once you start doing this, it actually makes you more consistent with your content. Because, you know, yeah, I've got something coming up and I want people to, to know like and trust me because then they'll show up more. So that's cool. When we get into ads, it's also important because you can run an ad promoting the webinar to the people who watch your videos. That's huge. I found when you do that, your ad cost drops like a brick out window. It's like, oh, crazy cheap. When you're remarketing to people who already know your face.

Yes.

So the next step is going to be to drive traffic to the webinar. Okay. This is really important. And so how do you drive traffic to your webinar? Would be you can post about it, you can email people. Luma has an invite feature so you can upload contacts and it will send out an invite. The other thing which I think people sleep on is one to one invites.

Oh, 100% like, I mean that's how we're connected is you shot me a DM one day and invited me to an event, but you did it in such a personal way that I ended up there. Right. And that was a one to many situation. And so I think you, you can, I mean even if it's an audio message, that's super powerful to get somebody to do your event.

Yeah. So that would be like send them an audio mess, a voice memo, send them a dm. Now you're posting about it. You're also emailing your list if you have one. And so you're using all these different formats, you know. But it does put some pressure on your shoulders to reach out to people. The cool thing about when you have something to invite someone to is it also can be like a form of prospecting. So I, if I was in to invite Chris to my how to Do X webinar, I would be like, hey bro, happy New Year, dude. Next Thursday I'm hosting. You may have missed this. Next Thursday I'm hosting a saying it's going to be super valuable. I just thought of you. So I wanted to personally invite you. Want me to hold you a spot? And then you're, you'd be like, dude, yeah, if the title's good, you know, and it fits what you. If I know it's valuable for you. And you'd be like, yeah, dude, awesome, count me in, I'll be there. And then they're like, oh, by the way, how's this going? And you can straight, you can. It gives you a reason to reach out to people.

You have an excuse to make that call.

Yeah. So now you could do the dm, the call, all that stuff. So I just wouldn't ignore that. Gary Vee told me in my first podcast with him, he's like, dude, he said scale the unscalable and that's unscalable. Calling people one to one, because we're talking about one to many selling. But that's how you get people on. The dang thing is, and, and then again, nothing attracts a crowd like a crowd. So the more people that are on it, by the way, invite your friends, you know, like let me know anybody who know yeah.

Who I this can help.

So like that's the way of driving traffic. And then the last thing I'll say on driving traffic is run ads. Like, I think a lot of people are scared, intimidated by running ads. But that's the cheat code. We have a guy in our group who's very scared to put on an event and, and he just did his first one and he was number one. Fear of why he's not doing this is not enough. People are going to shine up or show up. And that's what prevented him from doing this for years, maybe even a decade. I don't know, dude. We got a guy who helped him set up his Facebook ads. And by the way, you can do this yourself, like Google how to run a Facebook ad and you could spend all night doing it or you could just pay someone and if you need help with that, just shoot me a message. I have a couple people I could refer you. But dude, just set up the ad and they again, if you've been posting content, this is where that now you get paid for it. Because you could market to the people who are in your audience who've been watching your videos and they already know you. So it's like lukewarm or warm. And so dude, this is a big breakthrough. I'd love to hear your opinion on this. I did these all the time, for years. All organic, no paid ads. And people would show up and it was great. But I was always wondering, like, why is it? Why am I not able to break through? Like why aren't more people coming?

And.

And how did you not even know about this? Even though I posted 20 times about it and emailed you. And what I realized is people were the story. I said my head, in my head was they didn't want it. They didn't want to come to it. It wasn't valuable to them, bro. They didn't even know it existed. The truth was they didn't even know. So when I started running the ads, that's when the thing shifted. And so when I did the last forward event, like, I ran a. I spent like thousands of dollars on ads on top of my organic. And it crushed like, because people now you couldn't get away from it. You need to see it more times. Like, you know what I mean? Like, there's a repetitive part to this.

So a lot of people. I don't know why I wanted to move that, but I think a lot of people get in their head that. I think a lot of people get in their head that why I don't want to do ads. I don't want to be in that ad space. I don't want to be that person. But when somebody runs an ad in my what the way I've looked at it now is their value prop skyrockets. But I'm seeing them more and more and more. So it becomes a branding. Yeah Piece because I'm seeing your face more and I'm like, wait, what is Neil doing that I don't know about? And I'm watching your ad and that may be the reason that I might have missed a story you said about the event you're doing that I need to be at.

And you can target the right people.

You could target the right people.

If you're targeting people of a certain interests or industry or whatever your ideal avatar is. Like, you can target them through Facebook ads or even in the creative of the video. Like, if I start a video by saying, hey, if you're a real estate agent, it's going to show it to more real estate. Because that's like how the algorithm works. It's using AI to find the right people. So running video and static image ads, game changer. Spend a few thousand dollars or five hundred dollars if you want, just to get more people coming to this. And this also works for the person who's watching or listening right now who has no followers and hasn't been posting content. Well, this will be the cheat code for you because it'll show it to people. Now you'll have to pay a little bit more. Meaning, like you'll spend more to get less people because nobody knows you. If people, small group people, even just A couple hundred or a couple thousand. People know you on social media, which they do for you and they do for me. We market to those people. It's. We're going to get more return. So that's when I said your cost per lead goes down. So that would be the next thing I'm running on getting traffic to it. But I would encourage people to get over the hump. It's not salesy to run ads. You don't have to run them all the time, but definitely run them for this particular thing because you get more traffic. We had a guy in our group do this for the first time and he's sold out. And he, he barely posts content. He's full, is. It's full. Like it's a live in person thing.

So he's doing a live in person.

And it's sold out and sold out.

Okay, so my question to you is, when you're doing ads, is it all video? Is it graphic? Is it a mixture of both?

I found you have to just have a bunch of creative. That's the biggest creative. So you might make one video and be like, okay, run the ad. Well, dude, it's kind of crazy. Change the shirt you're wearing in the video. Try a different message, try different hook, you know, and make an image. So I'll give you an example. We did like six images and six videos. So 12 pieces of creative. Turns out one or two of the images performed way better. I don't know why the color was red. This, it just worked. And it gets a little traffic, gets a little engagement, just like an organic post. And the ad takes off. Almost like a piece of content takes off. And so it starts showing it to more people for less money out of pocket for me. So it's its own algorithm. Just like content. Like they want, they don't want. They want people on the platform. So they don't want to show bad ads. They want to show ads that people watch. So if somebody watches your video, they're going to show it to more people. So if you give. If, by the way, if you give it a really bad piece of creative, it won't even show it to people. Like it won't you be like, here's my money, run the ad. And it's like, no, you can have your money back. Like they don't want to show a bad ad. So you almost have to make multiple to see which one works.

Okay, so question for you.

So you would just come up with like sit down and think, what are the different ads I Can run a clip from this podcast, an image, a direct to camera, Just super clear. Hey, I don't know if you know this, but hey, if you are this person and you want this result, you have to come to this. So how would I do this?

Let's talk this through.

Let's coach me on this. So like you would say, I would literally look at the camera and be like, okay, if you are a loan officer and you want to make this much money, if you are loan, you want to double your income this year. It's. You're actually a lot closer than you think. I'm hosting a 30 minute webinar on how to do like say the title. And in this thing I will show you how to do this. And this is the stuff that normal people won't talk about. I'm pulling back the curtain. I've been in the industry for this many years and I'm saying effort, I'm doing it now. So if you'd like to join, just click the link below and I'll see you there. Like so good. Yeah, limited spots, whatever. So that's just one idea. The next idea could be like establish a problem and a solution. Be like, you know, the biggest problem in this business is this. Here's what I think I'm going to do about that. Like come up with different hooks, almost like you would think content.

Same thing with, number one way.

You could be like, hey, what are the richest people in my industry doing? They're doing this. This is the thing I'm going to teach you. You know, like all the different hooks that we would think of for an organic video. You want to think of the same way for an ad and then you could do a few images as well and then all those things go to ads. So there's a guy in our, in our network, Joey, he can do this for you. I think he charges like a couple thousand bucks and he'll set it all up, run it for you. And so that's who helped the other guy. And it was really affordable. Really affordable.

Okay.

Yeah, so that's. If you don't want to get into running ads, just pay someone to do it, you know. Now agencies take advantage of people. When I first started doing this, they started charging me like five $10,000 run ads because it was like they made it some mythical hard thing, but you don't have to spend that much money.

And my understanding, and we're playing with this today, literally, like right before we came to this, we were messing around with it. They make it so easy on meta to run an ad.

Yeah, there is, by the way. I don't want to discount, like, if you are an agency owner and you're like, dude, my expertise is getting crazy results because I do a lot of nitty gritty. Yes, there is value, and that could be worth tens of thousands of dollars, for sure. So if that's your expertise, go for it. But for the beginner who just needs to drive traffic to a simple thing, you can do the beginner format, which is, yes, the platform has a simple. A simple thing. You can DIY it, or you can pay someone, and. And then when you get into retargeting and, you know, more complex things, that's where we could do a whole episode on ads, you know, like, they can be. You can go down the rabbit hole. But just in the beginning. Complexity is the enemy of execution. So the more complex you're thinking of, like, I need to do all this kind of stuff, dude, let's just send some traffic to something in the beginning. That's all I need to think. Very simple.

Well, let me just say this, too. Like, my advice for anybody who's listening is if you get to a point that you get stuck, you have to tell people. And I got stuck. And I DM'd you today. I was literally like, if you're in town, I just. If you're around, I want to ask you a couple of questions.

Yeah. So that's why we.

And then we're literally doing an entire podcast on the question. Just because I saw he was in town and I DM'd you. I was like, hey, bro, like, I want to ask you a couple.

Well, I just think if you have the question, how many other people do you.

Right. Yeah.

So the next step is going to be to put on a great presentation. Like, people showed up. You want to make sure they get value out of this whole thing. Number one is when you get. The people on the call, come with good energy. You know, if you're not excited about the topic, they can feel you're not into it, and that will harm you as well. So Zoom takes off the energy. It's. It's an energy killer. So you want. I don't know what you got to do. Shoot a Red Bull, slap yourself in the face, do a cold plunge or some, you know, get your energy going.

I start off with music, man. I have. I come in five minutes early, and I have music.

Just. Yeah, so do that. Start it off. Okay. And then, number one thing, that biggest mistake people make when they're teaching on zoom is they assume the people are bought in. They're not. Most people are not. So tell them a story like you said earlier, to get them to understand why this topic is so important. Why is this so important to you? Why should it be important to them? What's at stake? Like, this is a big thing that people need to. What's at stake if you do nothing? Well, it turns out in your case, millions of dollars, Millions of dollars left were at stake. Now, it could be a smaller example. Hundreds of thousand dollars. Still, it's money. It's important that you listen to the next 30 minutes or whatever, tell them what's at stake. Cool. Now, the other thing you need to do before you start teaching, and this is just really quick, is like, there's a reason, like, people. People won't be open to the idea of what you're teaching because there's a story in their head. So you're not only fighting against people's, you know, what their. What their objections are that they're typing live. You're more. You're more importantly, you're fighting against the story that's in their head already. And it's something that came from something somebody told them in the past, maybe wrong information from a relative or somebody in the industry who lied to them. And so what you want to do is break that belief, if you can in the beginning or you can do it throughout your presentation. And the way you do this is like, I know what you guys are thinking. You're probably thinking, this is going to be too complex for you to do. I actually have a solution for you that I'm going to get midway, so make sure you stick with me. Remember, I did that earlier in this. The reason I said that earlier in this episode right here is because I knew that somebody was watching or listening that has a belief that it's too hard to set up the tech. And when I set up it on Luma, I was like, bro, this is so easy. Even my kid could do this. So I wanted to make sure they knew that I'm about to break that, you know, belief. So what are those objections that are already in the person's mind and how could you address them? Like, does somebody think they're too old to do what you're doing? I might want to insert an example in the beginning or middle of somebody old who's crushing it. That breaks the belief. I don't have to come on and say, if you think you're too old, you're not. Like, it doesn't have to be salesy. I could be like, hey, check out John. John's in my group. He originally told me he thought he's too old. Bro is 62 years old and crushing it. Look at this now. I just killed that objection. Right? So you can do that throughout. Does that make sense?

That makes so much sense. It's so great.

All right. And then the last step is going to be converting. How do you turn people from viewers into clients? Get them into the next step, Whatever it is that you're offering. When you make the transition to selling, I think it's important. It feels weird for people, but it shouldn't be weird, especially if you provided a lot of value. I remember thinking at my event, I'm scared to sell my program because I don't want to be salesy. I don't want to be that guy because I've seen that pitch kind of guy and I didn't like him. But at that night, I talked to myself, hey, man, I spent months promoting this. I spent hundreds of thousands of dollars, you know, on putting this thing together. And it's super valuable and the feedback's great. Why shouldn't I entitle myself to 20 minutes of telling you about my program? It's 48 hours of event. I'm only selling for this much time. Like, I should be allowed. And if that bothers someone, oh, well, you know, it's going to be one person. Yeah, yeah. So I think the way around this is letting people know that's coming. So in the beginning, I let people know. Here's the roadmap for the call. So I start off with that story. Break beliefs, whatever you can do in a short period of time. Don't drag on because people start leaving if it's dragging. And so let them know you're going to get to the sauce. So you're like, okay, guys, here's we're going to get to. It's 1, 2, 3. Like, I think. I think in threes. So I'm going to teach you this, this, and this, and you'll leave with a great result. Cool. And then at the end, I do have something to offer you. I do have something for a few people that want to take this to the next level. So stick around for that. I got something for you guys. So now, like. And you could even say, would that be cool with you guys? Let me know, Drop a yes in the chat if that's cool. Now there's yes. Yes, you already got the permission. So then when you and that's a mental thing for you when you get to the part where you get to transition into an offer or pitching something, you've already got their permission in the beginning. So I know, like some people use a survey close where you don't have to do any selling. That's what Sharon was teaching us. Like, you can drop a survey link, tell me your feedback, plus I'll give you these resources. And in the survey questions is the selling. So it's all done secretly behind the. They call us behind the curtain. But if you did want to sell to the audience directly and tell them about an opportunity and how they could take advantage of it, just let them know it's coming. That's all you have to do so that you can do at the beginning of your talk. So you just decide. There's two types of close. One is a direct to the audience pitch. The other type of close would be a survey close, which is done behind the curtain. And you. This one captures more people because, like, the way I was taught this, and when I did it, 90% of the people on the thing did it, which is crazy. Now when you're selling, at best, you're looking for 10%, 10% conversion.

Yeah, you're good with that.

Like, that'd be great. Yeah. Maybe even single digits. That's great.

Why do you think that's the case? Why do you think you have a higher conversion at one to many versus one to one?

Well, okay, so what you're saying, what I'm telling you here is if you have a large room of people on Zoom and you want to sell, you want to tell them, okay, here's the next step to working with me. Here's the product service I'm offering. Here's a special deal bonus. There's all types of selling mechanisms, and your best case result for that would be like 10%, 8% of the people end up taking you up on that opportunity. So that's cool. But the survey close gets like almost all the people because you're not selling anything. You're just asking for their feedback, this feedback. So you would say the survey close goes like this. You'd be like, hey, guys, hope you got value from this today. Just do me one favor. It'll take you 60 seconds. Answer these questions, three questions, three question survey, and I'll send you this resource. And it's like something that would help them implement. Or maybe it's just the slides. I'll send you all the slides in a free resource. And so just do me a favor, take Six. And then here's the big tip. Give them a moment to do that. Like pause your thing and it feels awkward silence. But like I'll give you guys a minute to do that and then like literally count down. It'll be the longest 60 seconds of your life. But like just stay quiet for 60 seconds. Maybe play some music. I'm gonna give you guys a moment to do that. Bro, I did that and like I'm telling you, 90 of the people filled out the three question survey. Oh wow.

Yeah.

Now one question on the survey. What do you ask? It's like, hey, what did you like most about the today? Maybe it's like you should have already gotten their industry information when they signed up. So some of it you already have. So it's like what did you get? What did you like most about today? What do you want to dive deeper on? And then are you open to this? And that's this the signal of like I would like to be contacted to be sold about. So like are you open to an oppor learning about how you could execute this opportunity with me? Are you open to a conversation about joining this? And they might. And make it fun to answer. Yeah, please reach out maybe if conditions right? No, bro, I love you but no thanks. Like make it so when they say no it's not a big deal. So it's not salesy. So now all the yeses and the maybes are your people you reach out to to book the calls and do that. But like all the other ones you don't have to worry about. So that's. It requires more follow up but you'll capture more data with the survey. Close.

But it's, it's. There's this around taking somebody from a no to a maybe and taking a maybe to a yes. And that's essentially what you're doing. You're. They're also giving you their permission and you're also getting feedback. If, if everybody said it sucked then I got to know that right too.

So what do they like? What do they want to learn? You're getting information for your next one.

For my next one to make it better. Right.

And then the last question is critical for recruiting in your case. But it also could be for a high ticket opportunity to work like anything like that. I would tell you if you have something specific to sell like it's click here, buy this. Then you should just sell like don't worry about the 10% conversion or 8% you're losing. Some people it's fine. Like that's the whole goal is just to get more people into your. Whatever it is that you're offering. So, like when I teach this to people to buy properties, like for real estate, who does like or mortgage, who go direct to consumer, they should offer an incentive to start the application or book the strategy call. And there's a bonus if you start it tonight, you know, and that you're gonna get a game plan and it's gonna be awesome. And here's the next step. The biggest reason why people don't buy it is because of this. This is what this call solves. Book it. Now I have this many slots, there's scarcity, you can do all that kind of stuff. So that's, you should actually make the ask on those things because then it reduces your need to follow up. Because if there's one thing I know about salespeople, they don't like following up.

It's the weirdest thing. But okay, so let me ask this because I think this will also help the audience. But because I got you, I'm going to be a little selfish here. So. All right, so I'm going to go through a very educational process around this financial model. So I'm going to make it not about my model, I'm going to make it about all models. Right. Here's the basics of the model. Here's what you need to understand. Here's who it works for, here's who it's not for, and here's why it's kept behind the curtain. Right? So I'm going to really educate everybody on it. But then at the end, I got two options. I can go survey close or I can go the close. And the close would be if, if you feel like you want to know what this model looks like for you, I got some slots next week that I have a financial person side by side with me that will run your numbers and we will tell you what you would have made on this model had you been on the model and over the last 12 months.

Totally confidential.

Totally confidential. I just need to get some information from you and we'll set up a 15 minute call and then we'll, we'll build out your performer for you. And then that, that's, that's a B would be the survey close, right? What you just said.

Yeah. And then you would do it behind.

The curtain and then I'd say something in there like, hey, so that third.

Question for the survey close could be.

Like, would you like to see?

Would you like to do a call? Yeah, the obligation call. Where we show you how much more money you could be if you were.

Me, which way would you go on this?

I think I, I. You would. Honestly, I've never done it in this way, which, because you're, yours is unique. You're teaching a specific thing and it's very niche. The next step is a specific thing. But I love the way you're thinking because you're, you're like, how do I get them from audience to webinar? How do I get from webinar to call to review the P and L?

Yes.

Then how to get them. Then you can recruit. Most people are trying to comfort the whole thing and you're like, I'm going to take them step by step. These are micro conversions. That's why. Yes, that's why you're going to win. But yeah, I would test both. Like, try the, try the first one where you just say it. And here's the link. The truth is you can still email everybody afterwards who is, you can look at the data on zoom who stayed till the end. And I'm going to re. Hit those people up. Hey, I don't know if you know, if you, or actually even even the people who didn't stay. Hey, you missed the special thing at the end if you didn't, if you didn't know. I'm doing a comparison. I have this many slots. If you want to grab one of them here, click here. It's totally confident, like, you can resell it in the emails so you'll pick up more people that way. But yeah, I would just tell them live on the call.

So. Amazing.

I think the feedback on the survey is cool too. And, and you know, you could do both. You know, you could be like, do that, do that. And then, hey, last thing for anybody who left, I really love your feedback on this. So just a three quick, quick question survey. I'm gonna put the link in the chat. So answer these questions and I'll send you the slides and any other info. And then so, like, there's no harm in doing that. So I think, yeah, this is the whole model and if you guys have questions about what we talked about, please drop in the chat. Would love to connect with you. I'll put Chris's information in the description as well. If you want to connect with Chris, like I said, he, he's, he, he basically volunteered bro, DM him anytime. He'll answer.

Absolutely.

By the way, shoot him a DM and ask him how this went. Because he, we're gonna make him do this. And then in 30 days or less, he's going to tell you how it went. What were the results, what were his learnings? Absolutely, doing this. And hopefully he's going to continue doing it. But thank you guys so much for watching. Appreciate and we will see you on the next episode.