EP007: How to Build a Successful Webinar with Sachin Patel

Welcome to the Perfect Practice Podcast where we share the most innovative strategies to help you build a successful functional medicine business, attract your ideal patients, serve your community, and get paid what you're worth. Each episode is packed with practical steps that you can take to immediately grow your influence and serve more people. Our mission is to share golden nuggets from successful practitioners, technology experts and innovators from around the world. Your host, Sachin Patel is a functional medicine and success coach, international speaker and best selling author. He's calling in all his favors to bring this information to you so you can create your perfect practice.

Hello and welcome to another episode of Perfect Practice. I'm Satchin Patel and I'm coming to you live today from Orlando, Florida. I'm actually attending the 2018 ClickFunnels Conference and I'm super excited to be here. Super excited to learn from one of the top, top people in the marketing space, which is Russell Brunson. And Russell Brunson's got an all star lineup of people that he's presenting and allowing to present on his stage. So I'm excited to be in the audience and hopefully one day I can be on that stage sharing what I've learned over the years in marketing and messaging and hopefully help tens of thousands of practitioners just like yourself who are listening to this. Now, although I'm here at ClickFunnels and although I've had an action packed day of learning information, I'm actually not gonna be teaching you anything I learned today. I'll save that for another day. What I'm even more excited about is something that happened last week. We did a webinar for digestive issues called the Most Important Test for Digestive Issues and we signed up 48 new patients in less than 48 hours. So I'm super excited to share with you the exact step by step process that we so that you can implement similar results for your practice. I want to preface this by letting you know that this was a presentation done to a warm audience. And for those of you that are new to this messaging, what that means is a warm audience is an audience of people who've been following you already. This isn't a cold traffic conversion and what that means, this isn't people that just heard about me on Facebook and yesterday and signed up for a webinar. These are people that have been following us for quite some time and probably looking to do something, take some sort of action, but we hadn't offered them something compelling enough for them to take action. So I want to break this down for you step by step, so that you can envision yourself doing this and actually implement it into your practice. So the first thing that you're going to do is you're going to send an email. You're going to send an email to your list. Now, the exact copy is something that I share with my mentoring clients. But essentially what you want to do is you want to have a compelling subject line. And in this case, we kept it really simple. One of the things that I've learned from Dean Jackson recently is that if you keep your email subject headings simple and honest and truthful, and you're not trying to be clever and tricky with them, you're going to get a higher open rate, especially if that's exactly what somebody's looking for. Sometimes we might send an email with a subject and the person might not even know that it's geared towards them because it's so tricky or so clever. So what I strongly suggest doing is I want you to start rethinking your subjects and just tell people exactly what it is that you're offering or why they should open the email. And if it's compelling enough to them and it aligns with a problem that they're trying to solve, guess what? They're much more likely to open up the email. Now, within the email, you want to talk about a few things. You want to talk about what it is you're going to be sharing. You're going to talk about why it is that you're sharing this, and you're going to talk about why you want them to attend and why they shouldn't miss this presentation. So one of the things that I recently did myself was I had my own digestive testing done, I had my own stool testing done, and I was shocked by the results that came back. I've done a lot of traveling over the last year, and I've probably picked up a few things from the places that I've traveled. And so I tested positive for a variety of different parasites and bacterial overgrowths, and I was totally shocked because I had no symptoms. So leading up to this, I was expecting to have a clean test result back. But when I got my test results back, I had a whole host of things that were going on. And what it compelled me to do was offer my tribe and my audience the ability to get themselves tested. And whether they have symptoms or not, certainly if they have symptoms, I'm going to want them to get tested. But I also opened up this opportunity for people who have not had any symptoms. To get tested as well. My big why and your why might be totally different. But my big why was because I had my testing done. And being asymptomatic, I wanted to make sure that other people were not carrying pathogens and stealth infections being asymptomatic, because these things turn into bigger problems down the road. So it was a genuine intention that I set into this webinar. I wanted as many people as possible to get testing done. The platform that we use to send our emails out is called Active Campaign. Now, Active Campaign is super simple. It's super easy to use. I love it. I switched over from infusionsoft, but if you're using infusionsoft or any other email delivery software, so be it. Whatever you're happy with, whatever you use is totally fine. That's not going to affect the results. So the key here is, is a honest and truthful subject line with compelling copy. What it is you're talking about, why you're sharing this information and why this person should attend. Now, digestion is a huge problem for many, many people, and it's the root cause of virtually all chronic illnesses. So it's easy to come up with compelling copy. And again, I share the exact copy with my mentorship clients, and I'm not going to sit here and read it to you, but I want you to have your own framework to start working with. Now, the platform that we host our webinars on is called Zoom Us. And Zoom is a very easy platform to use. You can build registration pages off of it, and the platform works seamlessly. You can also stream your webinar onto Facebook Live or YouTube Live, which is another way to leverage more people are getting your message. So even though people may not have registered for the webinar, you can simulcast your webinar on Facebook Live live or on YouTube live. So that's the platform that we use, ActiveCampaign to send the emails, and then we use Zoom us to host the webinar and also broadcast the webinar onto Facebook Live. So those are the two things that you're gonna need in order to implement this strategy. A CRM software and a webinar software. Now, built into this webinar software is an email reminder. We usually suggest sending an email reminder out one day before and one hour before the presentation. Now, here's the thing. Some of you might be afraid of sending out too many messages, but guess what? People want to be reminded. And if you get as many emails as I do, guess what? That initial confirmation email is probably buried in their email inbox somewhere. So sending one an hour right before is an excellent way to increase the attendance rate. Now here's the thing that I've discovered. The people who attend are the ones that are much more likely to take action. Okay. And you want to honor those people, and I'm going to talk to you about how you can do that. Now, that's getting people on the webinar. But putting the webinar together is also just as important. In fact, that's probably the most important part of all of this, is the actual framework of the webinar that you put together. Now, we use Jason Fladlin's genius webinars methodology. So he's got this amazing framework, four part framework for putting together your webinars. Jason is the person who trained Russell Brunson, so he's certainly an expert in webinar delivery. Now, when you deliver webinars, what you want to start with is building authority, building your name, building your branding up. When you can do this, amazing things start happening. Most of us save our testimonials. We don't build ourselves up enough. We don't share our stories enough. And guess what? People can't relate to us. They can't connect with us. They don't view us as an authority. So one of the first things that you want to do is share your big why. And the way you share your big why is telling your story, but also sharing stories that of other people, stories of testimonials that you've gotten from other people. So my big why is sharing my story and also sharing the amazing outcomes that we get from the offer that we're going to make at the very end. Okay? So you have to pre frame this in the very beginning. You have to let people know that through the process that you're going to discover today, through the process we're going to share with you today through the step by step methodology that we're going to share with you today. These are the results that we've been able to get. And that's why I do what I do. I love getting emails like this. And what you can share is you can share a screenshot of a testimonial, you can do a video testimonial. Okay? The nice thing with Zoom is you can stream audio from your computer so everyone can hear your sound perfectly and start off by a couple of testimonials. This will build your authority and it'll help people understand why it is you do what you do. If people don't know why you do what you do, then the only conclusion that they can come to is that you do what you do to make money, and that's it. And there's nothing wrong with making money. But I'm sure that's not the only reason you do what you do. You've probably got a compelling why? And you want to share that right from the very beginning. Okay? Now, another mistake that a lot of practitioners make, including myself, is that we share too much information. So information is telling, but it doesn't evoke emotion. We want to evoke emotion, and we do that by telling stories and sharing stories. Your testimonials are certainly stories. Your case studies can be stories as well. The ratio that you want to have is 90% storytelling, testimonial sharing, case study sharing, and about 10% information. So you want to share information, but most importantly, what you want to share are stories, because you want to paint a story in which the listener can visualize themselves being in. When you watch a movie, when you're captivated by a movie, you're captivated by the story, not by information. So it's very critical that you find this balance. 90% storytelling, testimonial telling, and case study sharing, and only 10% information. We live in an era where information is readily accessible. So regurgitating something that people already know is probably not going to compel emotion. People are just going to tune you out because they're going to be like, you know what? I already know this. I've already heard this information before. They're not going to get excited about it. But if they can visualize themselves in a story that you're sharing, or they can visualize a loved one in a story that you're sharing, then guess what? They're going to start feeling emotionally engaged, and they're much more likely to take action. Now, one of the things with storytelling that I always encourage you to do is answer all questions with a story. So if you have somebody asking you about, can you work with me remotely? Then answer that with a story. Share a case study of a patient that you work with remotely, somebody who couldn't find somebody locally. And because of all the amazing technology that we are surrounded by this day and age, we can work with you remotely, we can ship the test kit to you, and we can do your consultation through video. If somebody asks about the cost of the program, answer that with a story. You know, acknowledge the question that's coming in, but answer that with a story and share a story that's related to that. Now, an example that I can give you, and I'm just making this up, is that if somebody asks about the cost of your program, what you can share with them is. That's an excellent question. And that's the question that's probably coming up in most people's minds. Now. The good thing about the fact that you're asking this, it means that you've probably got a problem that you're looking for us to fix. Now here's the truth, Mrs. Jones. We don't know what the cost of your program is going to be because we don't know what's actually going on with you. And that's why we've set up this process in such a way so that we can find out what's going on with you and then come up with the most effective strategy. The people that we're looking to work with are interested in finding a solution. They're not interested in, in cutting corners. Let me share a story with you. We once had a patient who was shopping around for the cheapest providers. And she kept going from practitioner to practitioner, frustrated by not getting results. When she came to us, what we realized is that all of her practitioners were putting her wallet before her health. They were making decisions for her. They never did the right testing on her. And because they never did the right testing, they, they were never able to deliver the right treatment protocol to her. The most expensive protocol is the one that doesn't work. And we're not interested in wasting any more of your time or money through this process. Our goal is to get answers. We're an outcome based clinic, not an income based clinic. So our objective is to get you well. And if that's what you're looking for, I can guarantee that this is gonna be a very cost effective next step towards your health. So you see how I tied a story into her question. I eased her mind. I shared clearly with her what our core values are, which was to get her well. I shared with her the tragedy of not getting the right testing done and by putting money before your health. So it's very easy to take some of these objections that people might have in and decimate them with a story because it makes perfect sense. But if you start presenting information and saying, you know, well, functional medicine is 55% cheaper than using your insurance, well, you're going to lose people at that point. People don't make decisions based on information, they make decision based on emotions. If people made decisions based on information, then nobody would be driving nice cars, nobody would be living in Huge houses. Because those aren't necessarily information based decisions. Those are emotion based decisions. And it makes you wonder, why are some people who have no money going further into debt, buying things they don't need? It's not connected to information, it's connected to emotion. So you always have to evoke emotion in the stories that you share and even in the answers that you provide. Okay? Now another thing that I did that was different is I was very vulnerable. I was actually sharing my results with my webinar audience. And the cool thing about that was that they were so intrigued and compelled with what my results were and the fact that my results weren't perfect. Not only did that make me human and humanize me, which I think is very important for you to do in the eyes of your audience, but it got people wondering, wow, if his results are like that, I wonder what mine are like. And it also allowed me to share my big why in a very honest way, which was I wanted every single person listening to this presentation getting this testing done. And I'm going to do whatever it takes to eliminate any objection that you could possibly come up with not to get this testing done. Okay. Because my results were so eye opening to me that I didn't want anyone to miss the opportunity to get this information about themselves or someone that they love. My family gets tested every year. So when my son and my wife and I got tested, we uncovered things that we would have never expected. And it all stemmed from a trip that we took in Costa Rica. Thankfully, none of us were asymptomatic. But that's not always a good thing because things can brew for many, many years before they actually cause symptoms in a relatively healthy person. So by sharing this, I became vulnerable. I humanized myself and. And it actually got people to wonder, wow, I travel a lot. I wonder what's going on with me, or wow, you know, I've got something. I'm suspecting this is a test that Satchin is doing himself. So I would love to have the same exact testing that he's doing on himself and his family. So by being vulnerable, you're gonna win people over. And be honest. You know, be honest with yourself. Be honest with your tribe, because that's what they want. They want somebody who's vulnerable, somebody who's honest, somebody who's transparent and somebody who shares openly and somebody who humanizes themselves. Okay, now that was connected to my big why. And so it blended perfectly with this presentation. Now, the next thing that we did that was probably a little bit different and you should be certainly doing is making a compelling offer. Now, one of the things that we did in the past, which was a little bit different this time, was we would lower our prices. We would make a special offer based on price. So normally our initial consultation at the time is 299 and we would offer it to people for 249 or 199, depending on the offer that we're making. And what I realized psychologically that I learned through Jason, what this does is you start attracting bargain hunters and you're really not doing this person a favor by saving them 100 bucks. Because really, at the end of the day, that's not a lot of money. If they're saving $100 off a $3,000 program, that's really not that much money. So you're not doing them a favor. But what you're doing is you're cheapening your perceived value. So instead of this time lowering our prices and making a price based offer, what we did instead was we added more value. So think of different things that you can do to add more value to somebody who joins your program or somebody who schedules an initial consultation with you. If you've got an online course that you can offer people, that could be a great value add. If you do video interpretations, which is something that we do, that could be a great value add. So there's lots of different things that you might have as your arsenal to add value to this offer. In our case, we added two things. We added scarcity and we added a very special bonus. We added a bonus of one of my online courses called the Doctor of the Future, which is a $499 course. We threw that in for everyone who joined at this time. For the first 10 people, we did a video lab interpretation, which means that we would send them a video interpretation of their lab results before their initial consultation so that they would come into the consultation armed with the information they need to make a decision to either move forward or to ask the right questions that they need to so that they can take action, whatever that action might be. We want people to make informed decisions. So by adding a bonus and then by adding scarcity, which in this case was a secondary bonus, but it was a scarce bonus, we added tremendous, tremendous amounts of value. Okay, so this was another strategy that we deployed thanks to Jason Flatland's work, that was different than something that we were doing in the past. It made our offer irresistible. And by adding scarcity for those first 10 people, it also added immediate action Taking on the part of the consumer. Now, the third thing that we did, amongst the other things that was very different, but the third thing that we did at the end where we started making the offer was we also added a deadline. We let people know that they would have 48 hours in order to make a decision, and at that point, all the bonuses would go away. The bonuses were actually worth more than the actual offer itself. So one of the things I learned from Jason is if you make your bonuses irresistible, then guess what? People are going to want them. Now, here's the thing with your bonuses. You have to tie your bonuses into the webinar and itself. So one of the ways that we tied our scarcity bonus, which was a video, into our presentation, is we talked about it throughout the presentation, we mentioned it in passing, that we sent this video presentation to the patients in our testimonial stories, and that's what enabled them to actually learn about what was going on with them. So people could visualize themselves saying, I want that. I want that video. And if you make it as a bonus instead of part of the offer, then people are going to want that. So think about something that's irresistible, something that's super compelling, something that people want actually more than the offer itself, and they can't get it anywhere else. Certainly you can't get a video interpretation if you don't have a stool test itself done. Now, by adding a deadline. You know, I'd never done this before, and, you know, we're always experimenting, we're always trying new things. And healthcare is different than Internet marketing, so there's a different set of rules that we have to play by. And it's kind of annoying sometimes because, you know, people have different expectations of us as clinicians than they do as somebody else. So I had never added a deadline until now. And I thought it was, you know, I thought it was cheesy. I was. I thought it was just something that Internet marketers do. And, you know, by adding a deadline, it actually was quite fascinating to see what happened. We had about seven people sign up in the last hour right before the deadline. And I got two emails the next morning from people telling me that they were in a different time zone and they didn't realize that the time had expired. And I had somebody who was filling out their payment information right at midnight, and by the time they submitted, the offer had expired. So there was a few people that came in after hours, and we were able to honor that for them. So adding a deadline made a huge difference. It Added scarcity. And it was true scarcity. Because, you know, this offer is not available anymore. We might make it available in the future, but we don't know when it's going to be available again. Certainly people can sign up for a consultation and they can pay the 299, which they would normally pay, but they're not going to get the bonuses, you know, so that's the key here is add something that's super, super compelling, and people will. People will bite. You know, it was really, really amazing to see that these strategies completely transformed how we converted these people and started these people on care. Now, we were very transparent with everyone. We let them know we had a 100% guarantee that we also added. So that's another thing you want to add. That's the fourth thing that we did different is we added a 100% guarantee. And I made this offer very compelling, very no brainer for anyone who's listening. I said, we will 100% guarantee to help you find a solution, which we will do, which I know you're gonna do as well. And we also 100% guarantee that if your stool testing comes back and it's perfectly normal, that I will pay for your stool test. So talk about compelling. We've never had a normal stool test. In my entire life. I've never seen a normal stool test, at least the first one. So I'm very certain that that's not gonna be the case. But even if it is, that's okay because, you know, I'm in a position where I can pay for people's stool kits and should they come back normal. Now, you can think of whatever offer you want to make to people. That's totally up to you. But I wanted to make this as compelling of an offer as humanly possible. So let me recap the four things that we did that were radically different than what we had done before. So the first thing that we did was instead of cutting our prices, we added value. The second thing that we did was we added a bonus. With that bonus, we added a third thing, which is scarcity. And the fourth thing that we did was we added a deadline. So this offer expired at a particular time. Now, here's the cool thing. We had 48 people sign up for a consultation in less than 48 hours. And it just blew my mind because normally we would get about 25% of that. Now we had a total of about 170 people on the webinar. So 48 people signing up. That's almost a 30% conversion. Rate, I'll take that all day, every day. Now, the percentage of people from this 48 that will convert into patients remains to be seen. But that wasn't my intention. My intention with this webinar was to get as many people tested that wanted to get tested as humanly possible. And I obliterated and eliminated any objection that they could possibly have. That was my intention. So you always wanna stay true to your intention of whatever it is that you're putting forward. You never wanna sway away from that. So that's the key here, is set an intention. Start with an intention. Set that intention into everything that you do, into all of the communications that are going forward from there and all the strategy that you're gonna have going forward from there as well. Now, immediately we had about 25 or so people sign up for a consultation. I think it was 28 actually. And then we had 20 people trickle in over the next 48 hours. Most of those people, the bulk of those people tried to sign up right at the very end, within the last hour. I don't know what the psychology is behind that. I don't know why people wait so long, but they did. Now you're going to want to send people two emails. You're going to want to send them an email of the replay and make sure you let people know what the offer is in the actual replay email. And then you're going to send them a 12 hour reminder email as well, letting them know that that offer is going to expire in the next 12 hours. So you're going to have your non, only your non buyers are going to get that message. Now the software that we use in order to add a deadline and to have a checkout is called ThriveCart. So it's thrivecart.com and you can check that out to see if that's a good fit for your practice. That connects to your Stripe account. Stripe is an online payment program processor within ThriveCart. You can build the checkout page and you can actually add a deadline. And the cool thing about ThriveCart is that it connects with Active campaign. So as soon as somebody purchases the program, we have ActiveCampaign send them an email letting them know that their purchase has gone through, thanking them for their purchase and then sending them instructions on what they can expect over the next couple of days. So all of that setup has been done in advance and it all happens automatically. So it's a beautiful thing. Now the moment somebody signs up, they also get tagged in our system. As somebody who's purchased that service and by them purchasing that service and getting tagged, they don't get the follow up emails that are being sent out reminding them of the deadline that's taking place. So you don't want to send people who've already bought your products or your service or whatever your offer is. You don't want to send them a reminder because they're going to be confused and then that can lead to confusion, usually leads to additional emails and customer service which you don't want to do. So that was it guys. That was the step by step process that we went through in order to register 48 new patients. These patients paid $299 for an initial consultation with us. In addition to that we're shipping them a stool test kit which they will pay anywhere from 359 to 389 dollars for and they will submit that test kit to the lab directly. We will then get the results and we will do an initial consultation. So now we're armed with data about them so that we can take action. We'll have more information so that we can make a better and more informed decision on the patient's behalf. And guess what, here's the thing. Some of you might be concerned about people who are tire kickers. Here's what I'm going to say to that. Nobody's going to spend $300, collect their poop, ship it to a lab and be a tire kicker. These people are action takers. These people are compelled to take action and find out what's going on inside of them. Whether they turn into patients or not. That remains to be seen. But the fact that 48 people took action for us is mind blowing. It's amazing to see. I'm super proud that we figured out this formula. I'm super proud to share it with you now. Again, like I said earlier, we share this exact step by step formula with all the copy. The actual webinar itself, the slide deck itself, the follow up emails you, we send that, we share that directly with our mentorship group. But this is a high level strategy that you can start thinking about and framing for your next webinar. Whatever that topic is. I strongly suggest that you be vulnerable, that you have the right intentions going into it. I suggest that you share your results. If you've had this lab testing done, there's nothing more compelling to patients than seeing what their doctor's lab results are like. That's super, super intriguing and exciting to patients. So keep that in mind if you're willing to be vulnerable. Your patients will thank you for it. They're gonna be compelled to take action. At the end of the presentation. Make sure you make a compelling offer that nobody can say no to. Offer a couple of bonuses, have some scarcity. Also have a deadline. Okay, that's the other thing. And then have a guarantee. So this eliminates any objections that somebody could possibly have to taking action. And I feel that we did that very, very successfully. So thanks for tuning in. I hope this helps. I hope this inspires you to do some webinars. If you're not doing webinars, they're an excellent strategy for you to build, grow, and scale your message. And here's the beautiful thing about them, they can also be automated. In the next few episodes, I'm going to be interviewing somebody who can help you automate these webinars so that this can happen for you passively. You're not having to actively engage people. And you can turn warm leads or even cold leads into people who are taking action with your services. Once again, this is Sachin Patel. I hope you found this helpful. I'll be sure to share all this information in the show notes so that you can access it, and I wish you an amazing day. Thank you.