In addition, please note that throughout this process we are not going to worry about traffic and/or marketing channels. For now, our sole focus is building our products as quickly and efficiently as possible.

We want to create quality products but quite honestly it doesn’t make sense to spend an excessive amount of time on product development before we confirm whether or not people are willing to pay for these products.

Instead we will focus on creating products that are easy to develop and do not require a high amount of capital.

These are not the only products you can offer but just remember that if it is going to take you a year to build out one of your four products then it may not be worth it. You can always add more products and/or enhance current products as your business evolves.

The goal of this article is to give you the right amount of information so you can successfully build your four products and create the funnel that brings your customer up through the value ladder. Once you have this in place you’re ready for Part 3 which focuses on driving traffic to your funnel.

How The Value Ladder Works

Initially a customer may buy a relatively low ticket item – but as your relationship with them builds and you prove that you GIVE VALUE that customer will buy further products from you, increasing in value as they go up the Value Ladder.

Every successful business has a value ladder – a starter product that leads to better and more expensive products and services as the customer / supplier relationship grows. As an example, a dentist may start out with offering a teeth cleaning service – which expands to teeth whitening and later more expensive cosmetic services.

It is also important to remember, people will pay more for the same information packaged in different ways.

For example the value of Text (PDF or book) is quite different from say Audio (CD). Book publishers regularly make best sellers available as a CD for this reason – and we as Internet Marketers can do the same.

Likewise the value of a video over an audio is usually considered greater – and going further, a workshop or live training (with essentially similar information) will be considered the most valuable of the lot

Start an Internet Business – My Example Value Ladder

My niche is publishing and writing – and the following is my product offering (and value ladder) that I use for the services I offer to people who would like to write a book and become a published author.

Remember – this is just my example value ladder – your product offering and the format of the products will almost certainly be different. The point is to have a range of products to offer your customers which increases in value.

Product #1 (Bait) – A Free mini-course that provides a specific strategy to help people struggling to complete their book. In my example I am actually going to create a video based first product because it is a medium I am comfortable with. If video is too much of a first step for you, then create a PDF or Ebook as your ‘bait’ product.

Talking of ‘bait – it is unfortunate that ‘bait’ is sometimes associated with deceit – as in ‘bait and switch’. That is not what I am referring to here – rather it is an opening offer, an incentive, to persuade buyers to try you out)

Product #2 – An elaborate detailed course that incorporates weekly coaching webinars and community membership. (That is charged for) So product 2 is the first product I charge anything – product 1 is purely about lead generation.

I appreciate not everyone is going to be comfortable with offering weekly coaching as Product 2 – so again I emphasis this is an example only.

If we take IncomeDiary as an example – the initial ‘product’ is a Free Video which explains: How one single blog post can attract 20,000 Free Visitors in a week…

This free video introduces viewers to Product No2 – Traffic Domination

The main point here, is that at the very least you need a Product 1 (Bait) and a Product 2 in your value ladder, before moving on to products 3 and 4 (Or even Products 5 or 6 if you wish)

Product #3 – A one-on-one coaching program. (I hold their hand as they write their book)

Product #4 – Ghostwriting services. (I write the book for my client)

Other examples of Products 3 and 4 could be: A seminar, Mastermind Group, a Done For You Service (example Photoblogger) Monthly Membership Site or Software (Example Popup Domination)

A few points before we discuss how to build each product. First, though your specific products will vary from the example provided above, I am using these particular examples because they are easy to build and easily scaled at a later time once we better understand the demand for each product. I recommend you utilize the same type of products:

Product #1 – Information product that can be built in a day or two.
Product #2 – Information product that can be built in a few weeks.
Product #3 – A service product that requires your time but only demands an organized scheduling system (which at first can be easily managed by you alone) and a payment process.
Product #4 – A similar service that offers more value to customers and only entails the same organized scheduling and payment system.

Secondly, products #3 and #4 actually require very little time on the front end. You simply offer it to your customers who purchased or shown interest your second product. We will discuss how to carry out the transaction when a client moves forward with a purchase for these products.

Thirdly and finally, be sure that you have your own value ladder blueprint that meets the criteria specified above. If not, take a few minutes to get this completed because you’re about to begin the building process and you’ll want to avoid taking the time to create products that you don’t end up selling. The steps offered below for each product will be operating under the assumption that you’ll be sticking to the same format as provided above. If this is incorrect and you’re offering one of your products within a different format just be sure to do the necessary research to determine the steps you need to take to take to go from idea to reality.

Start an Internet Business – Creating Information Product #1

In this value ladder example, I am creating videos to help people struggling to complete their book.

However, regardless of the medium you use the research and process are much the same. (So if your first product is an Ebook – substitute the word video for Ebook)

1.) Determine what your four to five videos are going to be about.

To do this, you’re going to develop your curriculum outline for Product #2. With this information, you can extract the key ideas and important details to include in your mini course videos for Product #1.(Essentially, in this example – Product 1 is an abbreviated version of the more comprehensive information buyers will get in Product2)

The videos I would create for the example mini-course would be as follows:
Video #1 – Developing your main idea
Video #2 – Brain dumping and creating an outline
Video #3 – Creating an outline for each chapter
Video #4 – Filling in the outline with great content

Quick Tip: If the thought of developing your course curriculum is daunting then I recommend you begin the course creation process through Udemy.

The free course Udemy offers, does a fantastic job prompting instructors to outline their course and develop the key information. Additionally, you’ll get a head start on developing Product #2.

2.) Develop an outline for each video. I personally do not recommend writing a script because I believe most potential clients want to know that they would be working with somebody that is personable and a script reader doesn’t project interpersonal skills. Each video should be approximately 3 to 7 minutes.

3.a) Set up your video capturing equipment. For the mini course I recommend you use your smart phone (yes I am assuming you have one). Do not worry about making sure these videos are over the top professional looking. The value is in the content you provide, not the lighting or audio. Just avoid anything that could cause a viewer to be distracted (i.e. dogs barking, people in the background, etc.). If you’re using your phone to record yourself, I recommend you purchase a tripod so you can be sure to keep the appropriate angle or ask a friend to help you film.

3.b) You’re going to develop Power Point, Prezi, or Keynote presentations that provide the content you need for each video. Then you’re going to use screencast software such as Jing (free) of Screenflow (for Mac) to enable you to add verbal commentary to the presentations.

These videos can serve as an extension or an alternative to the videos that show your face (some people are uncomfortable being in front of camera).

Check out the Udemy blog for tips on video creation. 

Quick Tip: Be sure to include a sales pitch in your final video. Something along the lines of “Now you that you’ve completed the mini-course hopefully you’ve begun taking action and achieving your goals. If you feel like you need a bit more support then I recommend you check out my other course that offers all the information we’ve covered and more in much greater detail, just click the link in the next email you get from me to learn more.”

4.) Once you have your videos then you’re ready to offer them to potential clients. There are lots of choices for video hosting – but if your budget allows a good place to start is Wistia.com.

If budget is small you can even upload each video to youtube.com but be sure to set it to “unlisted”. This will prevent the video from coming up if somebody searches your particular content area. This step is completed when you have a link for each video. The disadvantage of course is that once people know the URL of a video they can easily share with people who have not bought the product.

If however your initial product is a PDF/ Ebook then for most of us, it will be the relatively simple task of uploading via Cpanel

Again, you will wish to consider security and the best way to do that is to create a members area that requires a password. There are a lot of software options that allow you to do that – you will find some examples here. Another alternative is to use a service such as Amazon Web Services

5.) Use mailchimp.com or Aweber to create a sequence of scheduled emails. You want to set the sequence to begin immediately when a person subscribes and then provide one link per day until all the video links have been shared. Each email should summarize the purpose of the video they are about to watch in addition to a few action steps and indicators for successful completion.

6.) Offer an email that is sent no more than a day after the final video email that offers the link to your Product #2 (we will discuss where that link will come from momentarily).

Just like that you have an email based video mini-course.

Creating Information Product #2

This next product is going to take a little bit longer to create as it should cover much more detail. The good news is if you aren’t really interested in creating your own website, you don’t have to. Just be aware that when you do this you will give up potential revenue for each sale, so when the time comes to price, do so accordingly. If you are able to create your own website and you want your course available for purchase then I recommend you invest in Zippy Course software.

Assuming you’re not ready to create your own website then as stated earlier, we’re going to continue to create our course via Udemy.com. This platform is excellent for two reasons. First, it is very simple to use and second, it’s process does a great job helping the course creator stay organized and focused when developing content. Learn more about Udemy course creation here.

Quick Tip: As you develop your course on Udemy.com it is acceptable to include the videos from your mini course but be sure to add a tremendous amount of additional value. If your customer feels as though they just paid for something they’ve already seen for free you’ll lose them.

Rather than provide you with the specific steps for Product #2 I recommend you enroll in The official (produced by Udemy) guide to creating your own Udemy course, from start to finish.
Completing this free course will teach you how to create effective Udemy courses. In addition to providing you with the necessary resources and knowledge to produce your own course you’ll also gain the student perspective as well. Think about what you like and don’t like about your course as the student and create a course that takes advantages of these strengths while avoiding or improveing upon the weaknesses.

When you finish your course you’ll be able to generate a link that takes people directly to your course title page. This is the link you want to share in your final email of your Product #1 email sequence.

One Important Note: We do not recommend Udemy if ultimately you want to sell high ticket Niche Training Courses – but it is a great place to start with short training course (1 – 2 hrs) and learn the business and get experience.

Creating Information Products #3 and #4

One of my favorite parts about creating the last two products is that while the front end time for the first two products can be a bit time consuming Products #3 and #4 are really just about structuring the offer and facilitating the transaction. This only becomes complicated if you try and offer these products in a way that already has them adjusted to be scaled. In other words, if you take the time to create the automation right away then you’re going to focusing your energy on something that isn’t needed until you actually have a significant amount of customers.

What To Do Next – Based On My Value Ladder

I emphasis that the following approach is rather personal – many Internet Marketers will prefer to have a more streamlined and automated process – this is just what I do. It does not have to be what you do.

Step 1: Using your email service ( eg Aweber ) be sure to automate messages to anybody that clicks on the link that would take them to your Product #2 offering. This is pretty easy to do when using Aweber but if you find yourself struggling just check out their tutorial videos, they’re extremely helpful.

If you use Udemy.com as your course platform you may not be sure as to whether or not they actually made the purchase but to keep things simple lets assume there is interest since they at the very least clicked on the link you provided in your email that followed your Product #1: Mini-Course.

Step 2: Construct a message that says something along these lines…

“Hi Name,

So I see that you were interested in the Product #2 Course Title. Did you end up signing up? If so, I welcome your feedback. Either way, if you’re feeling like progress is slower than you were hoping don’t beat yourself up, it always is.

If you’re interested, I’d be happy to schedule a coaching call to see if we can get you on the fast track to achieving your goals.

Just reply to this email and we’ll take it from there.

Talk to you soon.

Your Name.

p.s. Just a heads up I only have limited spots to schedule coaching calls in so if you are interested try to let me know as soon as you can.”

Useful Resource:  Making Money with Email Marketing and an Autoresponder Series

Step 3: Check your emails and follow up by sharing your rates. Feel free to negotiate rates as well if they respond with a no. Remember, testimonials will help your business so the more flexible you can be in the beginning the stronger you’ll be able to position yourself when you begin creating sales pages as you automate and scale (which is discussed in Part 4 of this series). If a customer responds by saying they can’t afford the product counter by offering a reduced rate in exchange for a testimonial afterwards.

Quick Tip: I recommend you use to Skype to facilitate your coaching calls. This will enable you to speak to anybody, anywhere  in the world at no charge.

Step 4: When you’re on your coaching call be sure to mention that you also offer additional services. In my example the final product in my value ladder is ghostwriting. For you it may be personal mentoring or consulting or a mastermind.

Basically this final product is for the person who desperately wants to solve a specific goal but for some reason can’t seem to make it happen. Therefore, for a fee, you offer to do it for them. Same deal as step three, remember to be flexible with your rates since you are in the very beginning phases. You want to gain experience and testimonials so you can become an authority within your chosen niche.

Quick Tip: If you’re third product isn’t a call that is totally fine, just be sure to include the offer for Product #4. You do not need to include the price in the offer because again initially we’re going to focus on being flexible with these rates. We will eventually fine tune the process and begin generating consistent revenue. I appreciate this goes against the advice of most Internet Marketing Gurus – but my focus here is getting you started on the lowest possible budget.

Step 5: Whether a customer took advantage of both products #3 and #4 or just one of them, to facilitate payment create a PayPal account if you do not already have one. With your account you can easily create and send invoices. Just be sure to mention to your clients that you’ll be facilitating payment via PayPal. It is important they are able and comfortable to pay this way.

Well there you have it. A fully functioning value ladder product offering. Once each product is up and running you’re ready to move onto to Part 3 which covers driving traffic to Product #1, from there you up sell with authentic, valuable products that genuinely solve problems for people.

Before moving on to Part 3 of this series (Driving Traffic To Your Funnel) it is important to wrap up a few loose ends.

First, this process is not a perfect system by any means. However, it is an efficient approach to creating a value ladder that can begin generating revenue. Don’t invest a ton of time into something until you develop a sense of the value it brings to customers. Once you begin generating consistent revenue then you can enhance and expand upon your offerings. Moreover, when your business takes off you’ll have capital to reinvest to help scale more efficiently. Until then keep the overheard low and keep the systems simple.

Second, I understand you may not want to offer the same exact products that I used as examples. Don’t let that discourage you. Research how to develop the product you’re interested in creating and move forward. Do not become stuck in analysis paralysis.

Additionally, be sure that all of your products focus on solving the same problem. Notice that all of the products offered in the example focused on helping people finish their first draft. All four products offered different approaches and solutions to solving the same problem. Over time you can create more products and offerings based on customer feedback. Once you have your email list that began accumulating names from Product #1 you can always reach out and ask them what they need help with. Then you just build products that serve those needs.

Third, throughout this article you’ve been instructed to create a significant amount of emails to customers. If you struggle with constructing an effective message then I strongly recommend DotCom Secrets by Russell Brunson to help with the necessary copy. It provides specific scripts that you can use to maximize the impact of each email you send. You can see one of Russell’s Value Ladders below:

Fourth, this article intentionally skips the need for creating your own website. This does not mean you will not or should not have one. Instead, we will focus on different options for this in Part 3 when we assess the type of traffic we want. This information in turn will help clarify what website or webpage options makes most sense for you.

Finally, as you embark upon your product development create deadlines for yourself and stick to them. Aim to create your course in no more than one month and if possible even sooner. If you can create a course that offers an hour to two hours of amazing helpful content then publish it and offer it. You can always add to it as you go.

Shoot first, aim second. 

See you in Part 3!

Author Bio: Michael Marani is a successful author, and online entrepreneur best known for The Amazon Sales Formula

The post How Do I Start An Internet Business Pt 2 – Establishing The Value Ladder appeared first on How To Make Money Online.

Whether you’ve been attempting to create a business for years and have just been completely overwhelmed or you’re making your first attempt at creating your own online start up, a road map that tells you what to focus on and when is essential.

It can be the difference between years of inefficient task management and a streamlined process that clarifies the priorities to focus on.

How To Start An Internet Business – The four phases:

Phase 1 – Understand Your Target Market
Phase 2 – Set Up Your Value Ladder Products & Funnel
Phase 3 – Drive Traffic To Your Funnel
Phase 4 – Build Rapport With Your Audience and Increase Revenue

Today, we will focus on Phase 1 – selecting your Target Market. The remaining phases will be covered in future posts.

But first as you embark on the search for your target market and the product you will offer that market keep the following quote from Seth Godin in mind…

Note that the first two phases will likely result in little to no revenue and depending on your access to your target market and your technical abilities to set up a funnel, they may take some time.

Now that may be disappointing to read – especially in a world where Instant Riches and Celebrity is promised by the Fake Gurus, but it is fact. Of course the more you apply yourself and the more diligent you are the quicker that success will come. We are not here to tell you that in 90 days you will be a millionaire – it is possible, but it is unlikely.

He that can have Patience, can have what he will ~ Benjamin Franklin

It is important to constantly assess whether or not you are staying focused on the appropriate tasks. Throughout each phase you should be asking yourself the following question:

Are my actions bringing me closer to achieving the goal of this phase? 

Whenever your answer is no, you must quickly readjust.

This is particularly difficult in the beginning when revenue is not yet coming in. Patience is a virtue.

Phase 1 – Understand Your Target Market

During this phase you are focusing on two primary components. First, you’re identifying which market you’re going to service or sell a product to. If you already have an idea of what product(s) or service(s) you’d like your online business to offer then you’re slightly ahead of the game. Be careful though, because you’re still going to want to ensure that there is in fact a market for your offering. Assuming you are starting at point zero and you have no idea what you want to offer and who you want to offer it to, then take a breath, because we’ll walk through some strategies to get through this.

Second, once we have our target market identified then we’re going to develop our Value Ladder Blueprint. We’ll learn more about the construction of a Value Ladder in a future post but for now, the Value Ladder Blueprint is essentially a map of anticipated products/services that your business would offer. These items increase in value as they are offered to a potential customer.

But first let’s first take a step back and focus on a few strategies to identify and then understand your market.

There will be three questions to help you assess whether or not you are ready to move on to the second phase. The first two directly relate to your chosen market.

Question #1 – What does the market want or need?

Before this question can be answered you must first identify your market. To do this, I recommend you write a list of all different markets you currently are a part of. Think about what you do within your day to day activity. What hobbies do you have? For example, my list of potential markets I personally would target are:

• Men’s league basketball players
• Online entrepreneurs
• Writers/Authors/Self Publishers
• Parents with young children
• Educational leaders
• Self-Development Readers
• And so on…

These are all markets I would consider because I’m currently a part of them and I can truly grasp what problems exist within these areas. For example, I know that there are plenty of writers out there who struggle to finish their book. I also know that there are many people who have finished their first draft but have no idea what to do beyond that point. I now have two problems that, if solved, would be a huge help to a significant amount of people.

To clarify, make a list of your potential markets based on what you are currently interested and participating in. If you have nothing, then make a list of things you’d like to try and go start trying a couple. This will slow things down for you, but ultimately it will help you understand the true needs of a given group.

With that list, begin writing down the needs along side each group. Once you finish, go through each potential audience and ask yourself the the second of the three questions.

Question #2 How can you access the people within your market? 

Where do they hang out online? Where do they hang out offline? If you don’t know the answer to these questions, begin creating a list of bloggers, podcasters, stores, and any other influencers that target the market your considering.

To do this, use the Google Keyword Planner to identify keywords that members within your particular audience would be searching.

Google Keyword Planner Results For “Photography”

Assess the search volume first. If you’re happy with the monthly searches then you want to look at who is currently ranking for those keywords. As a generalization I would not target a product with less than 10000 Global Searches monthly – ideally you are looking for closer to 50,000. That said I have known individuals to become very successful in very small niches – the Big Fish in very small pond so to speak.

Now do a search in Google and investigate the top ranking sites (your competition). Are they blogs? Are they YouTube videos? Online stores? Knowing this information will enable you to figure out how you can access your market when it comes time to create your marketing and promotion channels in Phase 3.

But lets not get ahead of ourselves.

To be clear, right now you should only be determining whether or not you could possibly reach out to these site owners. You do not need to be actually reaching out yet. Moreover, you just want to be focused on knowing how you can access your market before you move to Phase 2.

Quick Tip: Searching social media sites can also help you identify ways to access and engage with your audience.

Once you know this you’re ready to answer the third and final question of Phase 1.

Question #3 Based on the problems/needs of your market, what products or services can be offered? 

Answering this question will result in the parts that will help you draft your Value Ladder Blueprint. Begin by brainstorming and listing products or services that help solve a specific problem. For example, if I wanted to focus on helping aspiring authors finish their book there are few possibilities.

• A free video mini-course that walks people through the book writing process that takes them from idea to book.
• A free eBook that breaks the book writing process down into easy, manageable steps.
• A contest entry to a free coaching call.
• A coaching call.
• A step by step course that takes them through the writing process in great detail.
• Ghostwriting services.
• Etc.

Notice that these products are all focused around solving one specific problem that I know exists because I’m part of that community. I’ve dealt with the same struggles and I’ve developed strategies to help solve this problem.

Once we have maximzed our list of potential offerings, we then want to narrow the list down to three or four products that increase in value and therefore increase in price.

Our first product should be the bait. This is going to help draw in potential customers which will serve us as we try to grow our mailing list and expand upon potential marketing channels in Phase 3. The bait is going to be free or extremely low in price.

The second product should be slightly more helpful and so on until you’ve hit your final. I do recommend your final product being your game changing product in terms of price. This product is also the least passive source of revenue because the value will be derived from your personal attention to an individual. Do not be turned off by this though because you can often charge a premium for this type of product. 

Sticking with my writing example I would offer the following products in the sequence below. 

Product #1 (Bait) – Free mini-course that provides a specific strategy to help people struggling to complete their book.
Product #2 – An elaborate detailed course that incorporates weekly coaching webinars and community membership.
Product #3 – A one-on-one coaching program.
Product #4 – Ghostwriting services by yours truly.

It should be pointed out that I intentionally did not identify a price point for any of the non-bait items nor did I provide the details of each. My only concern was to develop the Value Ladder Blueprint. Time will be allotted for Value Ladder construction during Phase 2.

In the meantime, if you’re struggling to determine whether or not your confident in your chosen market. I recommend you check out the new book Will It Fly? by Pat Flynn. This book aims to help you figure out whether or not you idea has merit and whether or not it is a good idea for you to pursue.

Before you move onto Phase 2 and set Up Your Value Ladder Products & Funnel, make sure you understand your target market. Review these three questions again:

=> What does the market want or need?
=> How can you access the people within your market?
=> Based on the problems/needs of your market, what products or services can be offered?

Successfully answer these three questions and you are well on your way to starting your own highly successful Internet Business.

How To Start An Internet Business Essentials

3 Essential Keys To Your Success

1) While understanding your target market is essential and doing research is important – it is important to not overthink it. Sometimes just going a head and launching is the best thing to do. If you wait until you have everything lined up and in a row, you may never start. I mention this as I see so many budding entrepreneurs struggle – just because they believe everything needs to be perfect before launching. Remember, Perfection is for suckers!

Read Fire Aim by Michael Masterson is good reading for anyone aspiring to launch a business – big or small.

2) You must develop a winners mindset! Coping with the inevitable ups and downs of entrepreneurship can be difficult at times – the great entrepreneurs are defined by their ability to cope with adversity and having the right mindset.

3) Plan your day to Perfection! Learn about Magic Time and how discipline and structure ultimately gives you more freedom to do the things you really want to.

Finally:

Another classic from Seth Godin….something to focus on as you move forward creating your products and product funnel…

“People do not buy goods and services. They buy relations, stories and magic.”

and Remember:

“If we are facing in the right direction, all we have to do is keep on walking”
– Buddhist Proverb

Michael Marani Bio:

Michael Marani is a successful author, and online entrepreneur best known for The Amazon Sales Formula

The post How To Start An Internet Business Pt 1 – Target Market appeared first on How To Make Money Online.

While creating your first webinar sales presentation might seem like a daunting task – it’s actually not that bad, and there are simple, successful formulas that you can follow to create a high converting webinar.

Basically, a successful webinar presentation is broken down into a few key components, which I will break down and explain, and provide examples from my own webinar to help you guys:

1. Introduction & Social Proof

The first thing you need to do in a webinar presentation is actually introduce who you are. Take 2-3 minutes to explain who you are, and why your attendees should listen to you. The goal here is to build rapport, get people to like & trust you. (which obviously helps you later, when it’s time to pitch!)

Ex: I quickly give an introduction – my name, the company or entity I am representing, and why I’m credible (the businesses that I’ve run, the people that I’ve worked with, the results I’ve gotten, etc.) I usually add in some self-deprecating humor that people tell me I look like Jesse Eisenberg or Mark Wahlberg – though I prefer Mark Wahlberg.

2. Benefits – Get Them To Stick

Now that they know that you are smart, handsome, funny, and credible, (because your intro was so killer) it’s time to explain the benefits that your attendees are going to get from watching the webinar. You can either restate whatever was on your webinar sign up page/squeeze page here, or just restate it in different words. You also want to make sure that they not only are excited for the content they are about to receive, but that they have a reason to STICK TO THE END. That is very important as if your attendees leave before you can even pitch to them, then, well, you’re screwed.

Ex: I said something along the lines of “At the end of this webinar, I will show you exactly how I can help you, and how you can get 1 on 1 help from me to get your site ranked – which is a $1,000 value – yours free, ONLY for [friends of webinar host]

This created an open loop (you’ll find out something but only if you finish this presentation) and hinted that they were going to get a ton of value if they stayed until the end (1 on 1 help for free).

 3. Present The Problem & Identify an Enemy

Alright, now we get into the good stuff. This is where you really need to flex your copywriting and sales skills. You need to show them exactly what the problem is (that your product that you are eventually pitching to them will fix), and explain to them exactly what the IMPACT of that problem is – how exactly is this problem hurting them? You also, if it makes sense for your niche, want to present an enemy here – someone who you can place the blame on for causing this problem. The sad truth here is that usually it is people’s own fault for causing their own problems, however, presentations where you berate people on their faults don’t really sell well – so you need to find an enemy that you can place the blame on and tell your prospect “It’s not your fault.”

Ex. For my presentation, the problem is that SEO is overhyped and misrepresented by evil “Guru’s”  (the enemy) that are just trying to make a buck. (This is totally and 100% true, by the way!) The impact of the problem is that most people end up with websites that get 10 visitors a month, and make zero dollars.

4. Empathize and Future Pacing

Here’s where you really get to build up your rapport with your attendees. This is where you explain to them that they are not the only ones who have suffered from this problem, but you have as well (only if it’s true!).  In this section, you want to show them that you are just like them (or were just like them), until you found a solution (which you don’t mention yet) that has provided you with phenomenal results, that they can also achieve. You want to basically show them, through your success, and through painting a picture of their future success, what their life is going to be like with this problem SOLVED.

Ex. For my presentation, I talk about how when I first started, I had no idea what I was doing and my website got 0 traffic, and that I feel any struggling internet marketers pain. I then talk about how I found out the truth about SEO – that it’s easy, systematized, and outsourceable, AND profitable. I use a screenshot of one of my site’s traffic from Google – and show how each visitor that Google sends my site is worth $1.07 to me, and talk about how they can get similar results.

5. Content!

This is where you give the meat of your presentation. The real reason why your attendees signed up for your presentation was to learn whatever it is that you teased them about on the webinar sign up page – so it’s time to deliver the goods. Basically, you want this content to do a couple of things:

• Continue to demonstrate your credibility for the subject you are teaching
• Demonstrate your passion and that you’re a real, legitimate, trustworthy, awesome person
• Provide value, usually basic “What to do” content, but limiting the “How to do it” side of things. Do NOT skimp, though, if your content sucks you definitely won’t be able to sell. There’s a fine line between providing value and just providing filler content – so make sure that you are careful here.

Ex. Ours was our companies “Top 7 Linkbuilding Techniques” that we’ve used on our sites and clients to get them ranked. This was complementary content as the product we were selling is about On-Site SEO, and the whole point of the presentation is that if your On-Site SEO is not setup properly, then all the stuff that we JUST taught you becomes less effective. So the solution is to buy our product and learn On-Site SEO.

 6. Provide Your Solution

Now that you’ve presented your badass content, it’s time to start moving into the pitch. The solution to the problem that you had discussed before is, of course, your product. However, you don’t want to make that connection just yet – you want to present the solution as an individual entity, explain it, and then connect that entity to your product or service. At this point, you should put in a testimonial or two of someone who has used your solution and gotten great results from it.

Ex: Our solution to SEO traffic woes is On-Site SEO, and then we have three slides showing it’s value. The first slide is a screenshot of Michael’s traffic increase from our SEO tactics, the next is a testimonial from a successful customer, and the final slide is a screenshot of us outranking a well known “guru” for a competitive keyword.

 7. Present Your Product + Build It’s Value

This is where you introduce the product that will provide the solution you’ve been discussing, and you show present and explain each one of the products components, their value, and how they will benefit your attendees if they purchase the product. If you have a specific bonus for your attendees (if the webinar is being hosted by an affiliate, for example), this is where you would also present it and show it’s value. At the end of this product presentation, you want to add up all the value for them (just like in the infomercials!), show them how much it SHOULD cost, and then show them how much you’re going to charge for it if they order TODAY.

Ex: Our product had something like 10 components, so each component got it’s own slide and explanation. At the end, we had a slide with a list of all of the components, what each of their individual values were, and then what the total value of each component was. The following slide was the actual price. “You get $1,327 of real world value for just $67 if you purchase today.

8. Risk Reversal + Urgency

Whew! We’re finally at the end. The last step is showing your attendees what your guarantee is – we had a whole slide dedicated to this – and really demonstrate to them that you believe strongly in your product and you know they are going to love it, so you’re happy to provide a 30/60/90/lifetime moneyback guarantee. And if they are not satisfied with the product, they can get a refund in that timeframe with no questions asked.  Once you’ve gone through the guarantee, it’s time to put up your sales link,  and give some urgency for them to purchase your product right now.

Ex: We offered a free SEO report if prospects purchased in the next 10 minutes, and had a countdown clock in the powerpoint presentation that ran in the background while the 10 minutes ticked down. During the 10 minutes, we took Q&A. However, if you don’t want to do a regular Q&A – or plan on reusing the webinar as a sales tool, my biggest suggestion here would be to have the webinar moderator ask you Q&A questions that answer your average prospects biggest objections. The biggest objections are usually whether or not they can get a refund/the validity of your guarantee, how fast they will get their results, what happens if they don’t get results, is the solution easy, etc. 

And that’s it! That’s how we put together our webinar presentation and it’s worked out pretty well for us so far. One thing to note is that the first time we ran the webinar, we didn’t have a slide for our guarantee and it only converted at 11%. When we added in the guarantee slide, it doubled to 22%. Granted, I could have done a better job presenting the webinar the second time, however, I am firmly convinced that making your guarantee extremely clear to your prospects is HUGE for conversions.

Let me know if you have any questions in the comments!

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