Introduction: Taki Moore: Running Successful Webinars
Don’t you just love it when things come together? I was listening to a webinar on SEO when the speaker, Stephan Spencer, mentioned the Four Forces. I was intrigued and wanted to learn more about the concept. After some research, I found the podcast, “Webinar Masterclass with Taki Moore” and decided to listen to it.
Hosted by Barry Moore, host of The Active Marketer podcasts, the Webinar Masterclass with Taki Moore is a goldmine – there is so much practical information to apply. I spent a good four hours applying the new information. Taki Moore speaks too quickly, so you’ll have to listen very carefully, or listen to the podcast more than once.
Although the podcast is about running successful webinars, you can apply the information to other products and services, which is exactly what I did. Before Taki Moore got down to business, he used a quote that was very profound,
“Create a framework before you do any work.”
A framework is some kind of system, and the most successful people have systems in place that contribute significantly to their success. Do you have a framework that you use in your business? I am busy updating The Invisible Mentor System. Months later, after reading many books and creating book summaries, it is time to once again update my systems.
Framework for Running Successful Webinars
There are four elements in the webinar funnel:
- Sign-up
- Show-up
- Pay-up
- Follow-up
Sign-up:
You need a great title and topic for your webinar, as well as a landing page. You need a way to drive traffic to the landing page and the most common ways are an email list and paid traffic such as traffic from Facebook. The title of your webinar is important because a great one will draw people in. What are the most pressing and urgent things in your market? What are the hidden emotional and motivational drivers? To figure this out, Taki Moore used his Four Forces Model to determine the hot buttons to press. What are the “Hot Buttons” in your market? The Four Forces are about strategy. As I mentioned before, this information is relevant for products and services, not just webinars.
Taki Moore’s Four Forces Model
Marketing Automation Example
Looking at the Four Forces Model, you are motivated to move away from the pain, and toward what you want in life. To use the Model:
- List three Frustrations that you have in your business now, then list the three Wants that will address those frustrations immediately. Your Wants are answers to your Frustrations.
- List three Fears that you anticipate will happen in the future, then list what you want instead in the future, your Aspirations. So your Aspirations are your answers to your Fears.
Think about this for a second. When I first listened to the Four Forces, I didn’t get it completely. Because I wanted to teach it to you, and apply it to my business, I had to make sure that I understood the concept clearly, so I listened to some sections of the podcast a second time. And I conducted more research to see what additional information I could find on the Four Forces. I became more comfortable with the model as I experimented using it.
You can use the Four Forces Model to secure new clients, so the Frustrations would be the three things that frustrate your ideal clients, and the Wants would be the three things that would address the Frustrations. Fears are the issues that can likely affect the marketplace, and Aspirations are safeguards against the Fears. Does that make sense to you?
After applying the Four Forces Model, use the answers to build the content for your webinar or other product. Use the information to create a great landing page. In other words, you can create great copy that’s based on the hot buttons you uncovered.
Note from Avil: I like to see examples to help me to understand a new concept. Here is one way that I used Taki Moore's Four Forces Model. I hope it helps.
Show-up:
To get people to attend your webinar, you have to send a series of email reminders. Make sure that you add value in the email and also give people a sense of who you are – be human. There are four types of emails to send:
- Problem
- Promise
- Proof
- Little Reminder
If you have a short video, include that in the email. Create a curiosity handout. This is a fill-in-the-blank worksheet for participants to use during the webinar.
Pay-up:
A webinar is a common way for people to sell their products. You want people to take you up on your offer after the seminar. You want them to buy what you are offering.
Issues That Will Prevent You from Running Successful Webinars
- You like people and want to help, so you give away too much information that they do nothing with.
- You get applause, even a standing ovation, but no clients.
- Giving great content is not enough.
- Webinar information doesn’t change lives.
The webinar is a vehicle for transformation with what you are offering. You want to take them from where they are to where you want them to be.
Deliver information on the webinar that helps people to make decisions along the way. It has to have high value, and make them want to do things differently.
Tips for Running Successful Webinars
- What you choose to teach and how you teach it is important.
- Keep people engaged throughout the webinar.
- Show proof that your stuff works.
- Sprinkle your sales message throughout the webinar.
- Think about what you want people to do and believe about themselves and about the product you are offering.
- Think about the top three likely objections and teach them away.
Follow-up:
You have to have a follow-up campaign after the webinar. You have to send the right message, at the right time, to the right people, the right way. There are four types of people to focus on:
No-shows: These are people who registered but didn’t attend the webinar. You have to find a way to get them to participate.
Buyers: These are the people who bought your product/service.
Bailed: People who left the webinar before it ended. You need to find out why they left.
Didn’t Buy: People who attended the webinar, stayed to the end, but didn’t buy the product or service. Why didn't they buy?
Final Thoughts: Running Successful Webinars
It is very common today for professionals to use webinars as a way to built their email list. Some webinars are more useful than others. I have been advised to host a webinar, but what does that entail? After processing this information, I know what is expected.
Now that you know and understand the framework for running successful webinars, how will you apply the information? In what other ways can you apply this information to your business? For me, the big aha, was learning about Taki Moore's Four Forces Model.
Books on Webinars
Ultimate Webinar Marketing Guide
Ultimate Webinar Marketing Guide
No B.S. Guide to Powerful PresentationsMake Money Online Guide For New EntrepreneursUltimate Guide to Making Money with WebinarsA 26 Step over The Shoulder Guide On Running A Webinar That SellsWebinars That SellWebinar Marketing
