Episode 25 – Webinars with Tony Laidig

Tony dropped additional nuggets of sales and marketing goodness in the EXTENDED Interview. Be sure to click here to access all of our great extended interviews, transcripts and more within our Insider's Club.

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Tony Laidig began his professional career as a newspaper photographer, which evolved into a commercial photographer where he specialized in large-format photography for museums, theatres, hotels and yacht manufacturers. He later went on to manage a commercial printing company in Southern New Jersey that serviced clients including, Caesars Hotel & Casino, Viking Yachts, Trump Plaza and the Atlantic City Medical Center.

Relocating to Pennsylvania resulted in a career change where, for the next 14 years, Tony worked as a graphic designer in the Publishing Industry, both as an in-house designer and as a freelancer, with nearly 600 book, magazine, video and CD covers to his credit.

Today, as an entrepreneur, Tony is a successful speaker, business coach, media expert, and photographer.

Podcast Transcription

Brian Basilico: Welcome, everybody to My Marketing Magnet and I am super pumped to have our guest, Tony Laidig, who is going to talk to us today about using webinars to promote your business.

Now, Tony, you've been online since 2005 and before that you had like a handful of different careers. I guess you've been doing graphic design for over 20 years, you've done 600 book covers, you were a newspaper photographer, and how did that transcend to turning into a speaker, coach and a media expert?

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Tony Laidig: Well, at that time I didn't like set out to become a product creation expert, or a speaker, or author, or any of those things. I was just doing what I was interested in doing – shooting photos for the newspaper, working as a commercial photographer, working in the printing industry and publishing industry and all of that. What I've discovered was that as I transition into online, that all of those things played together perfectly to really take me to the next spot which is where I am now where I'm drawing on 30 years of information, and skill, and everything, and repackaging it basically in ways that helps people and source them to be able to create their own books, to create their own products, or to present their services to others through webinars and all of that. Really, it was just a transition process of me doing what I already know how to do and love and then discovering new ways of presenting that information to others.

Brian: That's awesome. Now, I want my audience to understand that you truly are a webinar expert. You've done over 800 webinars, dude, which is very impressive. I think I've done 80, maybe a hundred, I don't know.

Tony: I talk a lot.

Brian: But then you have this other thing called the Expert Media Show which you do every single week. Just talk about that for a second and talk about how that builds into the whole webinar thing.

Tony: Yes, the Expert Media Show came about a couple of years ago because I noticed there was a trend happening in the internet marketing space where there were marketers creating courses that were teaching nothing but fluff. They were charging people for it left and right. I thought, “I would give away the stuff that they're charging for.” And so, I kind of took it on as a personal challenge to do a weekly show. It was a bit intimidating at first because I didn't know if I could do it but I decided to just start taking these little one-hour segments with some of my customers and focusing on stuff that would build their business.

Since then, while this coming week, this particular week's episode which happens on Tuesday night at 7:00 eastern is episode 120. We'll be up to number 120 on these things and it has just been phenomenal where it's benefited me personally from a number of arenas such as being able to test out new ideas that I have for products or messages that I want to get out to the world. I've thought them everything from mindset and business strategy to how to design Kindle books and take better black and white photos. It's just already been all over the board, but my audience seems to love it plus they also really contribute a lot of suggestions as well.

Another along with that, one of the things that's also cool is that it gets me the ability to really test to see if interest is there for a certain topic like about a year and-a-half or so ago, I had an idea to teach a course on how children's book authors could illustrate their own books using photographs. I didn't know if they'll really be interested or not. So, I taught an episode of the Expert Media Show just to gauge interest, really, proof of concepts, so to speak. The interest was really overwhelming and since then, I've created – I'm actually teaching my 9th course in that series and I've had over a thousand people go through that training overall and it all started with a proof of concept webinar on the Expert Media Show. So, it's been a really awesome experience and I have hundreds of people joining me every week and I don't see any sign of it stopping or slowing down.

Brian: That's totally cool. The whole proof of concept thing and the ability to kind of go out there and just kind of see what the – how many ways do people try to find the vibe of the audience and interest and you've got every single week on a webinar. That is totally sleeking cool and I love that.

So, for the people that just don't get the concept of what a webinar is, can you explain what a webinar is and do it from the most basic sense because some people may have attended them but just don't get it.

Tony: Sure. Well, chances are likely that most of us have heard somebody deliver a speech at one point or another, whether it's at the local chamber commerce, or at a national convention, or perhaps even on television like a TED Talk, for instance, a webinar is nothing more than that. It's a speech except that the mode of delivery is different. Rather than speaking live from the stage to people who you can physically see, you're speaking live to a group of people that – and you're using the internet as the delivery mechanism.

Of course, the advantage of that is that it expands your reach. So rather than being limited to delivering your message to the people that can physically squeeze into the room, you literally have the world as your potential stage and you can have attendees attend everywhere from Ireland, and UK, and Australia to hear you as in other places as well all simultaneously which is pretty awesome.

Brian: That's pretty cool. Just the fact that you can be worldwide and that people can watch this from anywhere, from any computer and also, let's not forget iPhones and iPads or any kind of tablet or cellphones and stuff like that. So what are some of the common platforms that people use to create and deliver webinars?

Tony: Right. Well, probably the most popular and common platform for teaching webinars these days is GoToWebinar. They're kind of like the king of the hill, so to speak. It's who I use on a regular basis. But there are also other options as well. One is Join.me, is up and coming webinar opportunity. There's also AnyMeeting.com, I have that, you can use as a platform for teaching webinars. Of course, Google has their Google Hangouts which you can also use to reach your audience through live action video and sharing your screen as well. So those are probably four of the most common, I would say.

Brian: So why should we be using webinars? Think of this both from an online business but also from a local business. Is there some benefits for somebody who's a local person that use a webinars to help grow their business?

Tony: Absolutely. I use webinars in a lot of different forms. One of the primary reasons of course behind and how I use it is to connect with my audience on a regular basis. When I'm teaching them something or we're having a fireside chat or whatever the case may be, it gives them an opportunity to connect with me in a way that email, or writing, or even books, or whatever, just can't communicate and that is that live interactive element. So they can hear me talk, they can hear the emotion, it makes it easier for them to get to know who I am as a person and all of that. So just that factor alone, I feel extremely important from a webinar perspective and that can certainly benefit local businesses as well because it gives them another touch point to their customer, okay?

I also use webinars to teach and train whether it's a specific group of people to learn a specific task of maybe just one or two – me and just a couple – or if it's a larger group where I'm teaching hundreds, the delivery mechanism works exactly the same because you can of course show PowerPoint presentations, you can demo software live, you can even teach from apps on your iPad or your iPhone on a live webinar setting. I've done all of those, and so it makes it extremely easy to connect with your audience in that way to demo something.

Like for instance, if you're a local business and you have a certain product that you're selling, it would be easy for you to have regular webinars where you demo live the best way to use whatever widget you're selling or some extended uses. Think of it like how Home Depot or Lowes' has those in store demos of how to build a birdhouse or something like that. It's essentially the same kind of concept except that you're using the internet and a webinar platform to essentially accomplish the same task. So you have that option as well. I also use webinars to create all of my courses. Everything that I teach, whether it's showing people how to take better photos, or how to teach webinars, or how to illustrate children's books using photographs, or how to publish their first Kindle book, or whatever the case maybe, I've taught all of those and a lot more just to the webinar platform.

And lastly, I've been using webinars for group coaching because it's very easy to have people from all over the world join me through a common setting which is a webinar and I can communicate to them very easily. They also have the ability to interact with me as well either through text or through voice. So it makes it really simple for me to connect with them in a really easy way. Q&As are awesome and so I can envision – you're mentioning a lot about local business. I can imagine local businesses having a weekly Q&A call where their customers can join in and have questions answered about products or services that a local business offers. That would be really helpful and beneficial. So those are just some of the ways that you can really use webinars powerfully in your business whether it's online or offline.

Brian: I love that and there are so many great tips in that little nugget that you gave us, but the build the birdhouse at Home Depot just really kind of hit me because that's something I think that everybody could relate to is you've gone to those whether it's at Costco or Home Depot or something like that so it's a great way to connect with your audience.

So my next question is this, what are some of the key components of a great webinar, not just any webinar, but a great webinar?

Tony: Right. So, what you really want to achieve through a webinar whether you're just offering a presentation or you're creating a product, or you're running a Q&A, one of the greatest benefits of teaching webinar of course is having the live interaction and that gives you a unique opportunity to not only establish your credibility as a business person but people get to know you so you want to make sure that who you are as a person is effectively communicated.

A couple things that I always include whenever I'm presenting a webinar is specially if it's to a new group of people who may or may not know me all that well, is to spend a little time letting them know who I am, what I've accomplished, all of that, may be some testimonials from people that I've worked with. You want to definitely engage and interact with your audience and you can do that in a number of ways. Most of the webinar platforms give your audience the ability to ask questions that you can then read out loud and answer them. One of the reasons why I found that people really love participating in webinars is because they can get their questions answered. To me, that's an extremely powerful part of the process.

One of the magic words that always works well in a selling environment is our own name. So to acknowledge someone, “Oh, Brian has a question and it's this…” “Well, Brian, here's what I think about this question and here's how I'd answer it.” Just that simple acknowledgment helps solidify and evolve a relationship between you and a customer that may not have existed at all. So that's definitely part of it. You want to be very clear and concise, you don't want to waste a lot of time – time is valuable. So get to the point that you want to make, make sure that it's related to why they're there.

I tend to not use a huge amount of graphics even though I'm a graphic designer just because, again, it goes back to keeping people focused, keeping them engaged. So asking questions on a regular basis throughout getting that engagement is that, “How am I doing right so far? Are you finding this helpful? If so, go to the questions box and say, ‘Heck, yes, or whatever the case may be,'” You know, just simple things like that that you can really use to keep people interested and engaged. You don't want to be boring, use inflection in you voice, not just like, “I am Tony, welcome to the webinar. We're going to really learn some fun and exciting things today.” Who wants to listen to that? We want to have fun together and have a good time together and get it done, so to speak.

Also, probably one of the biggest mistakes that I've seen made on webinars especially if you're wanting to present some kind of an offer or a way that people can continue working with you is that you have to offer really effective call to action. Make it very clear. A lot of people are afraid to ask for the sale or to allow people be very clear on what they need to do next, whether it's just to simply connect with you or to buy your offer, whatever the case maybe, but you have to be very clear. One of the best ways to do that is to communicate benefits. Contrary to popular belief, people not really care about the logistics, they do but they don't. People buy on a motion but justify with facts.

I see a lot of local businesses especially make this mistake, very commonly in their advertising. They'll say, “We've been in business for 23 years and we're licensed under blah, blah, blah and so on and so forth.” Well, that's all well and good and that it may be important but at the end of the day, I don't really care. What I want to know is can you do what I need you to do? It's important like, “Great, you've been in business for 23 years, but you can't actually complete the job on time.” So who cares? I want to know what the benefits are. What's in it for me as a consumer? So you want to make sure that you communicate that effectively, outline what exactly they can expect. And if you're teaching a webinar and you say that you're going to deliver certain things, “In the next hour together, we're going to cover X, Y, and Z.” Then cover X, Y and Z. It's just simple strategies to keep in mind that can really take a webinar from good to great.

Brian: Tony, those are some incredible tips. I really, really appreciate it and I know my audience will too, but the next question I want to ask you is what do you see as some of the most common mistakes that people make when they're doing webinars? I'll give you an example and one was I went to a webinar where guys spend 15 minutes in saying, “A webinar is this seminar that's on the web.” For 15 minutes you just like you're going, “Man, this is terrible.” So what are some of the things that you see and what are some of your best practices to avoid these mistakes?

Tony: Sure. There's definitely a number of those common mistakes that many of us see and sometimes, it's like they're invisible to the presenter and I don't understand how. But one thing that I see a lot – it's important especially if you're dealing with a new audience, somebody who doesn't know you all that well, it's important to communicate who you are, but spend two minutes doing that, not half an hour. I've actually seen a lot of people that get so full of themselves that they just go on, and on, and on about all their accomplishments, and everything that they've done, and all the millions of dollars that they made or every single car that they've ever owned. Like we're supposed to be impressed with their lifestyle and we want to emulate that so of course we care about them but whenever you're teaching a webinar, whether it's a sales presentation or product creation, or Q&A or whatever, it's about the attendee, it's not about you. So, at the end of the day, while it may be important to communicate who you are to establish credibility, it really isn't about you that much so really keep that limited.

Another mistake that I've seen over and over again is that like you were saying, people don't really understand how to present. We are attracted to enthusiasm and people having fun and all of that. We want to be encouraged to have a good time so to speak on a webinar. We don't just want to get bored to tears by somebody who's talking like the example that you gave. So a very common mistake and there's reasons for this mistake whether it's a lack of speaker training or whatever the case may be, but it's really understanding how to engage your audience. Really understanding how to reel them in. There's a Science to the presentation process. You can use persuasive words, certainly voice inflection which I've eluded to before, a number of different things like that, being very cautious of how many times you say um, or uh, or whatever other word that you have a tendency you say like one that was pointed out to me that I apparently tend to say a lot is “so”, things like that, they can really become distractive.

I remember I was a teaching webinar one time and there was an attendee that sent me a text at the end of the webinar and said, “You said the word ‘uh' 47 times and the word ‘so' 62 times,” or whatever the number was. I'm like, “Wow.”

Brian: Wow.

Tony: You apparently had too much time on your hands or something. Did you actually hear what I was teaching? But for them, they were like an English major or something and it was very distractive. So that's another mistake. I see a lot of benefit in rehearsing, and practicing and kind of getting your message down. I tend to teach on the fly. Okay?

That's how I work but again, I've taught nearly a hundred webinars so I'm kind of used to the process. I understand that but if you're starting out, you definitely want to have it down, rehearse even if it's just to your spouse or significant other – your best friend, or whatever, just go to the process.

Another common mistake that I see a lot of folks make especially getting started with webinars is trying to cram too much information into a small amount of time. I remember I was talking with a friend of mine and she was getting ready to present her first webinar and she had 60 minutes. She's like, “Could you take a look at my presentation real quick? I just want to make sure I'm giving everything that I have.” And I said, “How much time do you have?” She said, “60 minutes.” And I said, “How many slides do you have?” And she said, “95.” And I just started laughing. I said, “Huh? So you're going to spend 45 seconds on every single slide?” She's like, “Well, no. I need to explain some things.” I said, “It's not going to happen.”

So what I use as a rule of thumb is typically three to five minutes per slide because I know that's about how long I'll spend getting across what I want to say about the bullet points there at the presentation. So if you do the math and if you go, say to the long end, five minutes, so if you tend to be chatty, and you have the 60-minute time slot, that means you need 12 slides and that's it. If you're not as chatty or you can get through the bullet points quickly, and you go to the lower side, say three minutes, then that means that you can get away with 20 slides, not 40, not 60, not a hundred. Okay? If you're doing software demos or something like that, then of course you have to allow for that as well because paying attention to timing is extremely important.

People who run the webinar, you want to be respectful of their time. So if you say that it's a 60-minute webinar, then it better be a 60-minute webinar. If there's an element in there that you think may take longer like Q&A, then plan for that. Teach for 45 minutes and then allow 15 minutes for webinar. If it looks like you're going to blow your time frame, ask permission to extend. It's like, “Listen, I know I said that this is going to be 60 minutes, we're getting some really good feedback and some really great questions from all of you, would it be okay if we went another 10 or 15 minutes to answer more questions or would you like to end now? What do you think?” And I get their feedback. If they say, “Yes, yes, yes keep going.” Well, now you have their permission, now you can go for as long as you need to but it's very common mistake where I've seen it just over and over again where they just keep going on and on and like two hours later, two and-a-half hours later, they were still going.

What more that I've just shared that just popped into my head is not making – like if you're wanting to sell something, or make an offer on your webinar is not getting to that sales pitch soon enough. I remember that there was a person who I respect, they're brilliant as a marketer and their products are awesome. I'm not a big fan of their presentation style on webinars so I wanted their product, I knew that from the first five minutes on the webinar but they were just droning on and on and on about, “It can do this, it can do that, and you know why it can do that? Because I thought of that part” and just on and on and on. I'm like, “Shut up already. Give me the link” and I had to listen to them talk. I literally got up and walked away from the computer because I didn't want to miss the offer but I didn't want to listen to them either.

So like an hour and-a-half later they finally revealed what the link was and I still bought only because I wanted it but I'm sure they lost a lot of sales because it was annoying. I thought it was disrespectful to the people that were there. It's like, “Shut up already. Put the darn link in that box and be done with it. Tell us where to buy the thing.” Again, it goes back to respecting people's time. If you're making a sales presentation, definitely get to that offer within 60 minutes. You really want to do that.

Brian: There's a handful of things that you said that really picked my interest and the first one is – and this is the same problem that I have, is I've learned to replace ums with so.

Tony: Yes.

Brian: That's a great point and the second one is, oh, I agree with you, when somebody says it's going to be 60 minutes, I don't know if everybody's like you or me, but you are just on a webinar and we're recording this, and it's like, “Chop chop, we've got stuff to do.” If you say it's going to be an hour, make it an hour and that's really important. Then the third piece of this is – and I've got it down, and I think it's different for everybody is I've got it down to a minute per slide and I know that, and I do that live, and I do it in webinars. I think the thing that people have to do and you brought up a really good point, is practice. One of the practice pieces that I think that's important is run your webinar, record it. Use the screen capture program like Camtasia, or ScreenFlow, or something like that and do it and record it and then listen to it back.

I don't know how many people do webinars and podcast, and all these other things and never listen to it. You know, they need to evaluate themselves as if they were the audience. So I think you brought up some incredible points there and I think that's something our audience is really going to take a lot home from.

So the next question I got for you, and you've kind of touched on a lot of these but is there some best practices as far as prepping for a webinar and post webinar? Is there something that you need to do beforehand? Is there something you need to do afterwards?

Tony: Well, you know, everyone's different as far as how they prepare for webinar and what they do afterwards whether they're doing it all themselves or they have a team that's helping them prepare. I have like a mental checklist that I go through. Things that I know need to happen, whether it's getting the invites to the webinar out depending on the kind of webinar that it is. If it's a promo webinar where you're hosting someone or you're launching a new product or whatever. Of course you have to have emails that you're going to send out to invite people, give them an opportunity to join through email, through social media, whatever the case maybe.

Again, you want to make sure that there's continuity between what you're saying in the email versus what's on to the GoToWebinar or the webinar registration page and what you actually present. That's a huge mistake that I've seen people make where things that are promised in the email that actually isn't shown on the registration page and then nothing is mentioned on the webinar about it. I'm like, “Wait a minute, I thought you're going to talk about this?” There needs to be that level of continuity so it's a matter of going through on making sure that everything is in alignment.

For me personally, I tend to prepare a lot of my webinars like the slides the day of that I'm teaching and the primary reason why I do that isn't because I suck at planning, it's more because I want to stay in that zone where as I'm immersed in getting ready for whatever that training is for the night, it's fresh in my mind, you know because I've just finished creating a slides, or I've worked on a couple of case studies, or whatever the case may be. I may take a break, leave the house or do whatever but that's still going through my mind, what I've taught. Then, whenever the webinar goes live, I can focus all my energy on giving everything that I've got in that webinar energetically and knowledge and otherwise. It's kind of interesting whenever people are around me after I'm done teaching. They're surprised to how low-key I am because I'm just spent emotionally like there's nothing left to give because I've given it all on the webinar.

Then, the last thing that I do especially right after the webinar is done and one of the thing that I should probably mention is that if you're recording, whether you're recording it locally or using a GoToWebinar record feature which I never do personally, make sure that everything works. Make sure you have a solid internet connection, make sure that the mic you're using is the correct one that's picked under system preferences, simple things like that. Make sure that the recording software is actually recording. Then, once you present your webinar, save the recording immediately. So get that recording done. If you have promised a replay, get the replay up in a timely manner especially if you're selling a product or something like that because you want that cash flow to continue. So those are a couple things that come to mind immediately.

Brian: I could speak from experience and I've used all different kinds of recording things and I've actually had webinars that I've recorded and when I've converted them over, I tried to convert them over, they crashed so what I did – and I've actually had some where ahead technical issues where there were echoes in there and stuff that I couldn't figure out, I actually went back and re-recorded the entire webinar from start to finish so that I have that replay ready to go for people so you have to be willing to say, “Hey, man, if things go wrong, have a plan B.”

Tony: Well, out of nearly hundred webinars, I've lost three.

Brian: Wow.

Tony: That the recordings didn't actually work the way they were supposed to work. Two of them, I did what you said, I went back and re-taught them. The third one, the recording actually worked but I was saving it from one hard drive to another and something happened in the process and it got corrupted. Fortunately, one of my students who I knew who was doing backup recording for himself personally had a copy of it and so I just sent him an email and said, “Dude, did your recording turned out okay on this thing?” So, it did and he sent me his raw file and I was able to recover it that way. But it's pretty darn good odds and the reason why I've had such great success is because I follow a very basic system. I do the exact same thing, the exact same way every single time and it works. It works extremely well. So I think three out of nearly a hundred is a pretty darn good odds.

Brian: So finally, the last question I want to ask you today before we finish up is how do you measure success? You do these webinars, and I've done webinars who I've had two people on them, I've had webinars where I've done 200 people on them, I mean, how do you measure success? What's the point?

Tony: Well, to me, success depends solely on what the goal is for the webinar. Because as I've mentioned earlier, I use webinars for a lot of different purposes and so the success for the Expert Media Show for instance is going to be different than say the success for one of the training programs that I'm teaching using webinars. So to me, like if I'm teaching a course, success means that I'm able to effectively communicate the information that I need to get out to the people that are in that training that I do so in an effective way that I deliver everything that I promised and that it's effectively recorded and available at the website. So to me that's success for that.

If I'm presenting a webinar where I'm selling a product, whether it's my own or someone else's, then success really comes down to conversion numbers. How effectively did I communicate the benefits of whatever it is I'm selling because if I have 200 people in the webinar and no one purchased then obviously there's something wrong. It wasn't their fault, it was mine because something didn't get communicated effectively. So I'm constantly evaluating language, I'm constantly evaluating how the offer is made and how long it takes to make that offer, or whatever the case maybe, and what those numbers end up being.

I just recently had a webinar where, well, it was just what we taught before this one and the numbers were lower on attendees but the conversion rate for sales was over 30%. To me, that's pretty successful. Then, it just becomes a numbers game. Well, if the offer is consistently converting at 30%, then I make more money by having more people on. So, that's really what I look at whenever I'm gauging success. It really comes done to what's the function of the webinar? What is my desired end goal? And you should be clear on what that end goal is.

Brian: Let's say we have a list of a thousand people which is a pretty big list for most people. How many people when we email that list can we expect to get to sign up for the webinar? How many can we get to show up live? How many can we get to actually consider purchasing and how many you're going to show up on a replay and from that point, what kind of purchasing can we look at? Do you have kind of formula or numbers that you use?

Tony: There are some basic formulas that you can apply to some of that. Some of that is controlled by how good a fit the topic is for your audience. Another thing that plays into that is how well are your people trained to show up for a live event? How well are they trained to purchase from a webinar? What price point are they used to? So if you're presenting a webinar with $500 price point but the most they've ever spent with you is $97, that's going to impact those numbers by a lot. Let's just say that all the stars and planets are aligned, and you have a list, the webinar, the joining percent is a good fit for that list and so on and so forth.

Standard open rate for an email depending on how well it's written can range anywhere from 10% to 30% percent so if you have a thousand people and let's go with the upper end, 30 percent open up that email, now you're down from a thousand, down to 300. A good click-through rate, I've seen click-throughs anywhere from 10% of the people who open and click-through up to 97% of the people who open click-through. Some of that is dependent on to get them to open the email to begin with, has a lot to do with the subject matter and again that goes back to not just how well it fits with your audience but how enticed did you make them with your subject line. I spend a lot of times on subject lines, probably more than the actual email itself because if they don't open the email to begin with, you're done. If you can get them to open the email and you're starting to see a consistent click rate, like a percentage-wise which I always track, then what can you do to increase that? Make the email shorter, change the language, whatever the case may be.

So let's say that 50% of people who opened the email actually clicked on the link to the registration page and now you're down to a 150 out of a thousand, I found typically because there's continuity between the email and a good webinar registration page, that typically I can get 75% to 90% of the people actually register who clicked on the link. So let's go with the higher end and say 90%. So now we're down to 140 maybe. Out of 140 people who registered for the webinar, typically about 30% show up live. So that put your numbers down from 140, down to 42-45 people.

So now you go on from 1,000 people down to 45. Those are probably pretty realistic numbers. Again, there's a number of variables that play into that and that could sound really disappointing. Depending on the relationship that you have with your list, how fresh your list is and again, how much an alignment the webinar is, those numbers can vary quite a bit. But just using those numbers, as a starting point there are things that we can do to increase those conversions. And by the way, out of the 45 that show up, probably if the offer is a good offer, you're going to convert anywhere from 10%-30% live for your offer. So that means out of 45 people, you got a pretty decent shot of making anywhere from four to 10 sales.

So, whenever you take that knowledge and back up from there, then what are some things that we can do? Well, obviously we could focus on better copyrighting, better headline writing. We can focus on other ways to get the message in front of the people specially those who didn't show up. Let's say that they register, but they didn't show up live, so obviously they didn't hear the offer. So, webinar software like GoToWebinar has follow-up emails, you want to make sure that those go out with an opportunity for the people who didn't attend to catch the replay.

You know that out of the 1,000 people who could have open the email but didn't, you would a lot love to see more those actually sign up for the webinar but they didn't for whatever reason. Maybe they are out of town, maybe they had a death in the family, you don't know. Maybe they don't care, whatever the case maybe. So you can let everyone know, email the list again and say, “Hey, in case you missed the sign up, or you missed the webinar live, I wanted to give you another opportunity to catch the replay, here you go…” So you can email your entire list.

So not only you sending emails out to the people who attended, “Hey, thanks for joining the webinar, in case you want to go back and rewatch the training, here's the replay link.” For the people who didn't attend the webinar but registered, “Hey, sorry you missed the webinar, but good news, we got a great recording. You can click here to go and see the replay link.” Then, the people who didn't click on the link or do anything, you can email them as well and say, “I want to let you know that the replay is available in case you still want to watch it. Here is the link where you can go and watch the replay.” So, follow up can make up for a lot of those other numbers. But the numbers that I shared of course, even with the variables that can happen in there are probably pretty consistent for a lot of people's webinars.

Brian: So Tony, man, just awesome advice and I really appreciate it. Now, I understand that you've got a system that helps people out that's called Easy Product Webinars and can you tell us a little about that and how that could help people better understand this concept?

Tony: Yes, absolutely. The one of the things that I realized pretty early on – I was getting a lot of questions for webinars even some of the questions that you presented today and there are a lot of different trainings that I've seen on teaching people how to do webinars. Consistently, they were leaving out a lot of the main details. They would teach how to do a decent presentation or how to close or whatever, but what about the tech stuff like choosing the right microphone or how to make sure you got a good recording, or setting up a landing page to get people to opt in to begin with, or how to setup a replay page like actually how to set it up step-by-step. So, I decided to create a training that revealed all of that. I'm very much a methodical teacher and teach a lot of step-by-step software training and so I took that skill together with the 700 plus nearly a hundred webinars that I've taught and shared what has worked for me. The system that I use, the process that I use, it's very comprehensive and in-depth.

Brian: So Tony, people wanted to get a hold of you, what's the best way for them to contact you?

Tony: Well, you know, I'm fairly active on Facebook and I have an open profile so it's very easy to follow me there – Facebook.com/Tonylaidig. Also, if you want to reach to me via email, the easiest way contact me is to go to Tonylaidig.com, I have a contact form at the top of the page. You can just click on “Contact” and fill-in your information and that will get right to me.

Brian: So it's Tony and then Laidig?

Tony: Yes.

Brian: Awesome, all right. Tony, man, thank you so much for joining us today. This has been incredible and very educational stuff. I really appreciate you. I know my audience is going to appreciate you and thanks for joining us today.

Tony: Absolutely. My pleasure.

Brian: Wow, that was some incredible information about doing podcast for your business. Tony Laidig gave us such a great explanation of how it works. So, I hope you're really enjoying this expert interview series. Make sure you check back next time. Till then. Rock on.

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