The Art of Online Business

Your Webinar Is Teaching People Out of Buying From You.

• Kwadwo [QUĀY.jo] Sampany-Kessie

Share episode

Use Left/Right to seek, Home/End to jump to start or end. Hold shift to jump forward or backward.

0:00 | 15:40

If people love your webinar but almost no one buys, you may be giving away too much. 



I explain why teaching too much can make people think they don't need your program, even when they do. I also share a simple way to help people understand their problem and see why they need your help instead of trying to do it alone. 


Listen now and learn how to turn more webinar viewers into customers.




‍‍Watch this episode on YouTube!




Please click here to give an honest Rating/Review for the show on iTunes! Thanks for your support!





Kwadwo [QUĀY.jo] Sampany-Kessie’s Links:

SPEAKER_00

Have you been running Facebook and Instagram ads to your webinar? And you've been like, the people that come to the webinar say my webinar is amazing and so valuable. But you're barely making any sales. And so you're like, I don't know what I'm doing wrong here. It's so good. Well, good thing for you on this episode, I'm gonna tell you what you're doing wrong because you deserve that. You don't just want another list of things to tweak. We gotta get to the root of the problem. And that problem is that you're doing the job too well. Not the sales job, the teaching job. And of course, you're a course creator. You're skilled and gifted and passionate about the topic that, well, you have in your program, and thus the topic that you're gonna talk about at the webinar. But you're just doing too much. I did too much. Yes, I used to have another business. The pandemic killed it, but I used to live in China and teach folks how to learn Mandarin Chinese after they got done working in their day job in China by using my system to run around and learn Mandarin Chinese. And it worked well. And I had webinars, just like I'm sure you have a webinar or a challenge. And your webinar is just so well structured, so useful, I guess not nuanced, but you're giving so much detail and whipping out your frameworks to help folks through the issue that you're addressing on the webinar that they just leave full. They're like, I can do this. Quajo hooked

The Real Reason Sales Are Low

SPEAKER_00

me up. I got what I need, I can figure this out now on my own, but not with you. I mean, they're not like, hey, peace out, I'm good. Well, actually they are, you know, and your wallet is hurting because of it. Because the moment they feel like they can go do it on their own, or at least like they have a chance of doing pretty good by doing it on their own, they don't need you. And there's no reason, quite frankly, for them to pay you. And it's not because they don't like you, it's not because they can't afford it, it's because you already gave them the thing. Your session, your webinar, your boot camp, your challenge was the thing. So why would they go pay you for the other thing that cost like $600 to $3,000? So yeah, I went through the same cycle when I was a course creator. I think I'm actually a course creator now, but I don't run webinars. And when I coached high-earning course creators, we're talking like $300,000 gross a year up to like $1.6, $1.7 million gross annual revenue a year. Guess what? Some of them had the same issue too. So you, since you're still listening, by the end of this episode, you'll understand what to replace all of your teaching with so that people actually buy when they come to your webinar. And why that replacement for your teaching is more honest, not less generous. Here's the thing about folks like you and me, who we're good at teaching, we can see the whole path from where somebody is right now, all the way step by step and around the mountain to where they need to be. And so we're gonna teach them the path and show them the path. And there's these stones and boulders to avoid there, and you want to put on the right rain boots to get across the river here, and there's burrs in them woods over there. So skip those woods and go around this way, and you'll be able to go around the mountain. Because, of course, we want to help them, and so of course, it feels like let's give you the framework. Here's step one, here's the hard part, here's the super good worksheet, and here's the exercise, and here's the case study that illustrates the exercise as applied to the worksheet, and it all goes so good put together because AI helped me put it together. All of it's good, all of it's useful, all of it is absolutely killing your sales, but all of it is absolutely unliving your sales, and uh people get a lot from it. And because they feel like they get a lot, they leave and they don't buy from you, and that feeling that they get a lot is a big problem for you and for them, because when they leave your webinar all satisfied, feeling like they can go and achieve the thing, the issue that they came there to get help from you for your webinar topic, they're deceived, first of all, because I know you know that they can't go do the thing on themselves and get a good result. And so, but then they think they can and they go to do the thing by themselves to try to get the result, and then they don't get the result, and they're like, Ah, that course creator who took me to the webinar didn't actually give me good training or good webinar or good info, right? They're not gonna blame themselves, they will blame you. So, one they didn't buy from you into your program, the one that you spent so much time carefully putting together so that it would

Overteaching Creates False Confidence

SPEAKER_00

help them. They didn't even pay for you for it, they didn't get the real results that your program can deliver. They got fake, non-permanent results from something that wasn't meant to give them results, which is from your webinar. And it's your fault, quite frankly. But then you suffer the second time because your reputation gets down a notch, because they're gonna just go talk about how they went to your webinar and they sat through the whole hour and a half thing, and you gave them the worksheets and you give them the framework and you told them to not go through the woods with the bears, but in the end it didn't work. And you're like, wait, what? Yeah, that's that's what's going on. So, yeah, I mean, if I back up back all the way up to the webinar, they felt satisfied and if they feel satisfied like they came what they got, like like they got what they came for. Oh, wait, but don't you want them to come what they got to come no to get what they came for? Am I saying it right? Don't you want them to get what they came for? You do want them to get what they came for, but they don't really know what they came for. Just because you made the topic, the topic of the webinar, doesn't mean you overeducate them on that topic because then they'll be satisfied and they won't pay you, or they won't have the urgency around solving the issue that they came for, and so they'll push off the buying decision, which is a real decision that can help them until later. And then life gets in the way and later never comes because life always gets in the way. So here's what I watch for like if I'm auditing somebody's webinar script, like on a consulting call, then I'm looking and thinking when somebody delivers this whole webinar and some what somebody whoever's watching attends that, do they feel like they can walk away because they have enough to try solving this issue on their own? If that answer is yes, then the webinar is hurting your sales, it is working against your sales. The webinar is not meant to educate and satisfy, it is meant to create a specific type of clarity. And here are the bad things that will happen if you don't fix this problem and seek the right help to fix this problem. And here is exactly what would change for the better if you fix this problem right now. Well, in a moment when I let you know about my paid program. That's not teaching. I can lightly educate around the issue that they came to solve for sure, right? But I definitely am not going to give them so much that they feel like they can go solve it by themselves. That is a disservice to them. It's a disservice to me. You're disservicing yourself. Is that a word? Disservicing? I just made it one. Create some real urgency on the webinar. Empower people to take a decision in their own best interest to go and solve the problem, as in work with you to get the problem solved. Recognize or help them recognize what the issues are that are holding them back and

Webinars Should Create Clarity

SPEAKER_00

exactly how good it would be and to have those issues removed by making a decision to go forward. Forward equals into your program, by the way. And of course, you can, you know, in a very relatable way, say, hey, look, if you don't take care of this with me, fine. I help people take care of this though. I've got a good track record helping people take care of this. Like, why not let me help you now? Instead of waiting until never. Because yeah, if a person leaves your webinar feeling like super educated and helped out on the webinar, they'll say, This is so valuable. Thank you for all of that value. And in their mind, they just don't buy. Yeah, because you don't want that person thinking, huh, thank you very much. I'm gonna go try this now. No, no, no, no, no, no, no. No, no, no, no, no. You don't want that on your webinar. You want them to leave feeling like, oh, that course creator really recognized the true issue that I'm going through. Okay, I need to do something about this. One of those feelings buys and then thanks you, right, with money. And the other one just thanks you with no money. I would rather have the thanks with the money, quite frankly. And if you think, how dare Quaju say that? How dare he say he would rather have a thank you with money and make lots of money? Well, then I think you're listening to the wrong podcast. Because where I come from, life costs money to live, and helping people cost money, right? And then helping people well, that costs more money, and then distributing all the content and helping people that also costs money. And I got two kids who I have a responsibility to take care of and feed. And I'm sure you got people that depend on you, or you just got yourself. And guess what? You're gonna be able to accomplish those things, including all the other things that are like your dreams and even frivolous things that don't matter, because you're going to embrace the idea that selling is serving. And in order to serve more people and make a bigger impact with the skills and the passions and the knowledge, experience, if you will, that you were blessed with, you're gonna sell people into your program. We will, I will get back to the episode in a moment, but first I want to share with you a little bit about this episode sponsor, which is myself. I sponsor the episode. So if you want to, if you're like curious, so if you think that you might have a webinar issue and that's hurting your sales in your overall ads, Facebook ads that you're running to the opt-in page in the webinar and the rest of the funnel, well then uh head down to the show notes below and get yourself a free ad strategy session with me, and I can look at that quick for you and tell you one thing to change. First. All right, let's go back to the episode. So, okay, you're convinced. All right, Quaju, I'm not gonna teach. Uh, replace your teaching with what? Three things, okay. One's called the mirror. What is a mirror exactly? Well, the mirror is just showing the webinar attendee their situation right back to them, not in a judging way, but in a way that they feel understood. And that's important, feeling understood before they feel instructed. Here's the framework to solve the thing that's hard for you, but here is why that thing is hard for you and some stuff you tried hasn't worked, and it's not what you think. That sentence I just said, it kind of hits differently, right? Because it's uh about them, not about your knowledge or frameworks. And next is the gap. And what I mean by the gap is is now your webinar attendee can see actually, holy crap, there's

Sponsor Break And Free Audit Offer

SPEAKER_00

this much distance, like a gulf between where they are and where they hope to be. And it's not because you taught them how to go and collect all the wood and the nails to build the bridge to cross the gulf to get there. It's that you help them to understand and feel and perceive the size, the true size of that thing, that gulf, the issue that they have yet to solve. And the goal here is to help them see that gap between where they are and where they want to be, honestly. And then the next part is the decision. That's what you gotta replace your teaching with. The mirror, the gap, and the decision.

The Mirror Gap Decision Framework

SPEAKER_00

The decision goes near the end of your webinar, and it's not the pitch to sell your program yet. The decision is to get them to recognize that they have to decide. All right, that's it. We can wrap this episode up and time to go home. Uh, or just get out of the car and go to pick up the kids from school. Just kidding, decide what? Make the choice between continuing to try to close the gap, to cross the gulf alone, or investing in help from somebody, ideally you, who can close that gap for them, build that bridge for them. Your course, your program is the bridge across the gulf. So they got two clear paths. You have named them out loud, and they need, they owe it to themselves to make that choice. And you're gonna tell them so. And you're also going to tell them with honesty and conviction that you believe working together is the way to solve their problem. And so when those three pieces, the mirror, the gap, and the decision work together, then the light teaching that you're doing, more around education around the issue, actually serves your webinar or your challenge or your boot camp attendee. The teaching becomes the evidence for the mirror and the gap. Like when I talked about lightly educating around the issue, that's what I mean. That's where you can teach. The evidence, I'm repeating it again, so you remember, teaching is the evidence for the mirror and the gap. Let me try to do it again. The teaching, if you're teaching them about why they can't build the bridge themselves, that is teaching. You just haven't taught them how to build the bridge, right? There's two kinds of teaching. They may have come to your webinar thinking that they could build the bridge themselves. Had you taught them all the knowledge about building the bridge, they would have left thinking they could build the bridge themselves. But they can't build the bridge, they're not carpenters, they're not builders, they would just suck at doing that. So you're not going to puff them up with the knowledge about building the bridge at all because that doesn't serve them well, it doesn't serve you well. They're gonna go out there, try to build that bridge, and hurt themselves. You are the bridge builder, you are doing good teaching, which is teaching them that they are not a bridge builder, but they can go across the bridge that you already built, i.e., your program and your course. Now I know you're tracking with people came to your webinar to solve a problem that they cannot solve on their own. And your webinar gives them clarity and helps them realize they truly can't solve it on their own. But you give them clarity around their current situation and enough clarity for them to make a decision. And hopefully, you give them reason to make a decision about it today. If you're running Facebook and Instagram ads to your webinar coming up in the fall, and you want a set of eyeballs really quick on your webinar, then I will do so in a free strategy call below and tell you one thing you should tweak. That link is right below in the show notes. I would ask for you please to leave a review of this podcast episode if you would by, especially if you're listening on Apple Podcasts or Spotify podcasts, please go down, click the little uh dot dot dot or whatever option button and leave a review. That really does help me understand what episodes you like and what ones that you wish were different. And it also gives the podcast algorithms, if you will, the signals to send this episode out to more people, course creators like yourself. Until the next time, we hear from each other, or you hear from me, or see me. Take care, be blessed, and uh I'll see you in the next one. Bye.

Head Shot

Kwadwo Sampany-Kessie

Host