The challenge with high-ticket sales is that the person buying is unlikely to watch an hour-long webinar. (If this is your ICA, you’ve likely struggled with this from the beginning.)

So then, how do you provide enough “nurturing” to build a relationship?

Enter: The Microwebinar. 

This is a great high-ticket funnel strategy that we’ve tested for clients and for my own business. 

And in this episode, I’ll explain what it is, how to set it up, and why it works better. 

The microwebinar is a faster way to nurture any ICA for a high-ticket offer – plus, it’s pretty basic to set up. 

The goal is for you to convert HIGH QUALITY leads only! Tune it to learn how. 

Before you dive in, remember to take a step back and ask, “HOW can this work for me + my business?” (I will never, ever ask you to take my template and run with it!)

If you’re ready to implement this strategy with help, head to HelpMyStrategy.com to apply to work with Team Hirsh. 

Key Points: 

[2:39] This is a great high-ticket funnel strategy (that we’ve tested for my own business)

[5:41] Here’s how it works for my business… 

[6:49] It’s a faster way to nurture this particular ICA

[9:20] The format we’ve used (+recommend)

[11:26] Don’t forget to include an incentive! Why should your ICA book a call right now? 

[12:20] Here’s how we then use retargeting ads with the microwebinar… 

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Episode Transcripts:

Hello, everyone. Welcome back to the podcast. This episode’s actually releasing on Christmas Eve, if you celebrate. I’m not doing anything crazy, Christmas-y, holiday… My team asked me if I still wanted to release an episode, and I was like, “Yeah.” I mean, I think people listen to more podcasts around the holidays, because you have a little bit, hopefully, extra time. But I hope you all, if you do celebrate Christmas, are having an amazing holiday with your family and taking some time off and enjoying the time. We will be in California with my family and enjoying that time. And I didn’t share this yet on the podcast, but for the first time in years, I was so on top of it with Christmas. I was done with all my shopping after Thanksgiving weekend, and I really think it’s because I don’t have social media on my phone [listen to episode 127, “Why I (pretty much) quit my personal social media,” for more about why]. 

So, when I’m laying with my kids at night or if I have a spare minute to think, instead of filling it with just mindless scrolling, I’m actually thinking about, “What should I get for people for gifts?” or looking on Etsy and planning my shopping and having that brain space. So, I was super on top of it this year with crafts for my kids and my Christmas shopping, and that felt really good. Because in the past, I’m usually the person who’s working so hard and so busy that I’m trying to order things last minute, and my only option is Amazon Prime, because of the shipping time, and it’s stressful. And then I feel like the worst at giving gifts. So this year was much better, and planned, and I really think it is because of the no social media on my phone.

So today, what I’m going to do is share with you guys a really quick, cool strategy. And I love sharing these, because they’re always something we test with clients, and actually, this one, we’ve tested with ourselves in the agency. So this is a great high ticket funnel strategy, and I love sharing these, because… maybe it’ll give you an idea. Remember, it might not be relevant for your business. Always keep that in mind. I try to kind of talk about who it is relevant for, but it might give you an idea in your own business and how to customize it and customize that strategy. But it’s something that we’ve done with a few, I would say two or three clients, and then ourselves at the agency. And I think it’s something we’re going to probably be implementing more in 2020 with our high ticket sale clients.

And that’s what we’re calling the microwebinar strategy. And so what is… The problem with high ticket [sales] is a lot of times those higher level of people are not going to sit through a whole webinar. They’re not going to opt-in and go watch a webinar and sit through that entire thing. So that’s a struggle, because how do you nurture them to then get them on a call so that when they’re on the call, they are nurtured and warm enough that they’ll then close as a lead? And that’s kind of a constant thing that people in high ticket sales are looking at, and we’re looking at from a strategic standpoint to see what we need to do. And so one thing we started trying was this microwebinar. And what it is, it’s basically a webinar without an opt-in.

And so, you put the webinar training on a landing page, and it’s a short… 20 minutes is ideal. I did mine, and it ended up being 30 minutes by accident, because… it just ended up being that long, and I’m fine with it, and it is converting. But I would say 20 minutes is ideal, which is why I’m calling it the microwebinar. So you put it directly on the landing page, and it’s a short 20-minute video. Now it is content, and so you’re still teaching something. And so for us, I taught basically The Hirsh Process, but I positioned it more as taking out a golden nugget from each step of the five steps, and more calling out what people are doing wrong in each of those steps… Because you’re trying to really stand out. You only have a short amount of time to convince somebody, “You are awesome, you should be the one that [I] work with,” for whatever it is, coaching, services, whatever. And so you don’t have a lot of time, and so you have to pull out the best golden nuggets, no fluff, straight to the point webinar.

And then the pitch is “book a call.” So it’s not like you have to spend a lot of time on booking a call. Throughout the whole thing, you’re kind of, obviously hinting at what you do and why they’d book a call. And so, using… for us, I used I think three different, kind of case studies in my presentation, because obviously, that’s the fastest way to convince people is, the results that you’ve gotten your clients, your students. And so what we did is, we put it on a page, and [there’s] “Step one: Watch this training.” And then, “Step two,” right below the training is our application. And so it’s like a mini sales page where it has information about working with us, if you’re the right fit, and tons of testimonials, tons and tons of testimonials, that’s very important. And then it links to our application. What I did to make it really simple was I took our existing application page, which already converts, and I just put the video at the top and said, “Step one: Watch this video. Step two: Apply to to talk to us, our team.”

And then we’re running ads directly to that application page, and it’s converting amazing, so amazing. And what it does is, it also creates the retargeting audiences. So now, when we have people who go to that first page to watch the webinar, we’re able to re-target if they abandon the application or they abandon the call. So […] we re-target them back to the application or to the call if they’ve hit that webinar strategy. So, it’s a quick way to… it’s a faster customer journey to basically nurture people before the call. And then, what I also connected was, if they applied and then they booked a call, we linked back to that training on just a blank page basically, because I actually want them to watch that training before the call. So let’s say they watched five minutes or 10 minutes of the training and then they book the call… if they finish it, they’re going to be a higher chance of closing, most likely, because they’ll have that nurture.

If I can get in their head, if I can build that trust with them and that nurturing with them, they’ll be so much more likely to close once they get on the call, which is my end goal with them. And so we’ve been doing this same exact strategy with clients, and it’s pretty basic, because you don’t have to have a crazy email sequence. We just have abandoned application… abandoned call, and then a couple of nurturing emails in there, if they still don’t apply and book a call. But I’m not trying to beg them to apply, because I only want the right fit. So if my webinar pushed away the wrong fit, that’s good. Because with high ticket, I don’t need my sales team to waste their time on a call with the wrong fit, and neither do you, because that’s a waste. And so the webinar’s also convincing them if they’re the right fit or not. And if they’re not, that’s good. If they don’t actually end up applying and that’s because they weren’t ready to work with you, or it’s not the right fit, [that’s good].

So a huge thing with high ticket is getting quality leads, and this microwebinar is supposed to kind of qualify them as well. So it’s a strategy that’s working really well, because it’s no opt-in, straight to the video, and usually, people can decide quickly if they at least want to book a call. It’s just a free call. So it’s not like I’m asking them to buy something on that page. That would not work. I would not recommend this strategy to say, “Step one: watch this video, Step two, buy my $1,000 product.” No. Because you need nurturing emails and they do need to watch a full, probably, hour webinar to be able to build up that trust with you. But it does work if the call to action is [an] application or [a] call, because they don’t need 60 minutes of nurturing and convincing to just be pitched to the call. They just need a little bit, 20 minutes is totally fine.

The format that we basically used for this… and I don’t like giving a templated format, but we actually taught this strategy in IGNITE, and so we did create a templated format for this, just to give someone something to start with. But make sure it feels good to you and how you would teach a training. But basically, in the beginning, you call out their pain points: “You probably have wasted your time doing this, or this, or this.” Whatever your audience’s pain points are, you call that out. You talk about why they might be experiencing that, and then you go into a little bit of content about, I don’t know, I’d say, if you did do a 20-minute webinar, it would be about 12 minutes of content, and then front and back of one, calling out their pain points, connecting with them… because those first couple of minutes, you’re drawing them in. They’re either going to keep watching, they’re going to stop, or they’re going to apply. And so you want them to be like, “Yes, this person is different. This person gets me.” This works well because… 

If you do the webinar well, you want to stand out. You want to stand out… like for me, from the other agencies or from the other coaches or whatever your thing is, you want to stand out. So in those first couple of minutes, you have to call out their frustration and then why they’re feeling that and how you’re different. And then your content is content, so it’s teaching them… But really, remember those epiphanies. So you’re just trying to get them to go like, “Oh, yeah. I did that. I made that mistake.” Or like, “Oh, yeah. That’s why I probably haven’t had success with my,” whatever it is, that you’ll help them solve that problem. And then, it’s just epiphany, so you’re not giving them step-by-step how to do something. You can’t do that in 20 minutes. You’re showing your way and how you’re different through teaching, and then also, incorporating case studies in that.

And then the final three to five minutes is why they should go apply with you, who you work with, the type of person that should apply with you, the type of person… and why they should apply. And then you can put an incentive. So, we said “Apply for your free strategy audit,” because on our calls, we spend almost an hour on our sales quote calls really digging into someone’s business and figuring out where they’re at with their marketing today and where they’re going and if we’re the right fit for them. And so it is a strategy audit, because at the least, when they walk away, they’re going to know what they need to go do to either be ready to work with us or hire somebody else or take a different step. And so we offer… so there is an incentive for them to sign up. So it’s not just, “Sign up for your sales call,” because that’s boring. You should obviously have some value in that call that they get from it.

And so, you’re kind of explaining in those last three to five minutes who should apply and why they should apply and how that kind of helps them take the business to the next level. So that is the microwebinar strategy. And then of course, plugging in the retargeting ads. And this works also really well for an existing warm audience. So let’s say you have podcast or video or something that you put out this content, and you’re creating these audiences, and then you re-target them to this microwebinar, they will be very likely to apply. We’re getting $60 calls booked in for warm traffic, and that’s really good. Average is $100 to $150, and with this strategy, we’re getting really good cost per call booked, especially with the warm traffic, because they’ve already had that touch point. And that’s the key with high ticket.

That’s why The Hirsh Process works so well, because you want to have that strategy where they get that layer of brand awareness and visibility, and then the microwebinar and then the application. But this is a great alternative to the opt-in webinar for high ticket, not for course sales, but for high ticket.

So hopefully, you guys enjoyed that. If you want that implemented in your own business, we’ve actually built out some of these funnels for some clients… so we built the full funnel, obviously built our funnel, launched our funnel for the agency, because it’s a great strategy for agencies, too, because it’s high ticket, short information, what makes you different, and I had a lot of fun doing it. And… the most important thing is that it’s been bringing the results. So if you’d like this implemented in your own business in the coming New Year, you can go to HelpMyStrategy.com to apply to Work With Team Hirsh. You actually won’t see the video on that page, because that’s just our general application. I don’t want to give you the video, because I don’t want you guys all to funnel hack me. I don’t have a short link for the video.

But if you look at our live ads, you could probably find the video. We actually did also email it out to our list a while ago. It’s like, “5 steps to guaranteed ROI,” or something, and that is the funnel, that is my microwebinar funnel. But if you want to work with Hirsh Marketing, go to HelpMyStrategy.com. Apply to work with us today, and we can implement this strategy for you or, of course, another customized strategy. One major benefit of working with us is you get this kind of insider… We’ve already tested this on three or four different accounts. We’ve taught the strategy to our IGNITE students. We’ve mastered it. And now, we can kind of shortcut implement that into your own business. All right, guys. Have an amazing Christmas, if you celebrate it, and I will see you all next time.