How a Webinar Pro Boosted SALES-QUALIFIED LEADS with Joel Erway | Ep #578
Do you have an irresistible offer that generates leads? What if you had a pipeline full of qualified leads? Webinars can help you get the attention of your ideal prospects. They are a great tool to attract clients and offer value. However, there’s a possibility you end up over-educating your audience unless it's done right. Today’s guest built a career in webinar coaching and designing high-ticket offers to generate sales. It took him years to identify how he was failing to attract the qualified leads he needed to maximize his sales. But now he shares his script for creating a power offer that will get you tons of sales-qualified leads.
Joel Erway is the founder of The Webinar Agency, which helps clients build high-converting sales presentations and webinars. They primarily work with thought leaders, coaches, and consultants, including Russell Brunson, Mike Dillard, and many more. He is also the author of High Ticket Courses and the host of two podcasts: Sold with Webinars and Experts Unleashed. Joel shares how he discovered his marketing was missing a potential pool of clients who had the right urgency and wanted to buy and how he used power offers and mini webinars to harness that potential to great success.
In this interview, we’ll discuss:
Why your agency needs to add mini webinars.
Marketing-qualified leads vs Sales-qualified leads.
Creating an irresistible power offer to generate more leads.
Sponsors and Resources
Verblio: Today's episode of the Smart Agency Masterclass is sponsored by Verblio. Check out Verblio.com/smartagency and get 50% off your first month of content creation. Our team loves using Verblio because of the ease of their process and their large pool of crowd-sourced writers.
Podcast Takeover!!
Get to know your Smart Agency Guest Host: Dr. Jeremy Weisz is the co-founder of Rise25, an agency that helps companies launch and run podcasts profitably. He followed Jason’s podcast and eventually joined the mastermind and has been a guest on the podcast before. Today, he’s helping Jason bring something new to the Smart Agency podcast audience by interviewing a special guest and bringing a new perspective to the show.
Why Your Agency Needs to Add Mini Webinars
Joel, the webinar guy, had a bit of a revelation after struggling with getting paid traffic to work for his business. He realized that relying solely on giving out free value to eventually turn into sales wasn't working for him. He wanted to flip that model on its head and make some changes to his process.
After doing some research and attending various events, Joel finally stumbled upon a book called How to Create an Irresistible Offer. This book helped him understand what he was doing wrong and how he could fix it. He realized that his long-form webinars of one or two hours were only generating marketing-qualified leads, which weren't enough to convert into sales. He needed to focus on sales-qualified leads to see a significant impact on his business.
Differentiating Marketing Qualified Leads vs Sales Qualified Leads
To differentiate between marketing-qualified leads and sales-qualified leads, Joel explained this. The former is interested in the topic but not necessarily ready to buy. The latter is in the market, likes the process, and recognizes the problem they need to solve. The challenge for Joel was how to accelerate the process and move more marketing-qualified leads to sales-qualified leads.
He found that publishing offer-driven content was the key to getting a lower cost per acquisition. So, he decided to expand his offers to include mini webinars instead of only doing long-form ones. This change helped him generate more sales-qualified leads and ultimately increased his conversions. It was a game-changer for his business, and he became a thought leader in the webinar space.
Creating the Power Offer as a Way to Attract the Right Leads
According to Joel, the key to getting more clients is by making power offers instead of constantly marketing yourself.
A power offer is a short but compelling statement that offers a solution to a problem your audience is facing. It's all about getting your potential clients to think and engage with the idea you're presenting. If it's good enough, you might even get some hand raisers.
Once you have your power offer, the next step is to create a three-step funnel. That will guide your leads from making a promise to closing the sale. The funnel includes a power offer ad, a landing page, and a mini webinar.
Power offer ad. This is your sales-qualified offer containing the promise you make on how you can help potential clients get results while avoiding certain hurdles.
Landing page. Clicking on that power offer ad will lead them to a landing page with sales-qualified lead messaging. The messaging here will be very similar to the first step, something like “We’re looking for clients who need help with this. If you’re interested, apply here”.
Mini webinar. The mini webinar will contain more detailed information on how you’re planning to fulfill the promise. Once they watch the mini webinar, they should be ready to fill out an application and book a call.
Who is the Power Offer for?
So who's the right candidate for a power offer? It's less about where they are in their business and more about their commitment to entrepreneurship. If they're fully committed and have a course they want to sell or an idea they want to pursue then they're the perfect fit for this offer.
Now, it's important to keep in mind that not every power offer will work. Sometimes, you need to be open to pivoting your offer until you find one that resonates with your audience. And most importantly, don't give up! Even if you have to try 60 different versions of your power offer, keep at it until you find the one that works.
Do You Want to Transform Your Agency from a Liability to an Asset?
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