One of the best threads I've come across. Hats off to SinisterLex. Awesome read.ENTER THE CULT - THE NEARLY UNSTOPPABLE POWER OF WEBINARS
Tier 1 gurus teach most of their techniques to students. They'll show you how to use Authority and Future Pacing and Framing. But there's one thing they won't tell you. No Tier 1 guru ever mentions how they studied cult indoctrination. They also don't mention how those techniques are applied in their webinars (as well as every webinar their students create).
Lucky for you, I'm the guy who trained their students how to structure, write, and build their webinars for maximum impact. And fair warning...I've studied cult indoctrination.
So today's lesson is on webinars. I'll show you both sides of the technique patterns. From influence and persuasion, to NLP, and finally cult indoctrination. We may have to break this one into multiple parts.
WEBINARS HAPPEN IN PHASES
Any Guru who's been trained doesn't just make a webinar. There's a structure and format they follow. It's been tried and tested over many years even before the internet. Digital marketing has simply optimized it. A couple things you need to know:
1) Most webinars are NOT designed to give you answers (they create questions).
2) Most webinars are NOT meant to give value (they're meant to sell to you).
3) Most webinars are structured to shift you from curious onlooker to card ready buyer.
Breaking down a full webinar slide by slide would take forever. So we'll look at the sections you'll find in most webinars instead. This will give you a high-level overview that you can carry forward if ever you find yourself in a webinar funnel. The phases of a webinar are:
Phase 0 - Pre Webinar
Phase 1 - Introduction, Targeting, & Promises
Phase 2 - Reframing, Future Pacing, & Authority
Phase 3 - The Magical Life-Altering Shifts
Phase 4 - Recap, The Choice, Close
PHASE 0 - PRE WEBINAR
Pre-webinar happens when you first enter the room. You open the screen and you either get a live person or not. Either way, the speaker begins establishing authority instantly before the webinar starts. They do this by saying, "Hi John, Hi Mark, Hi Cindy...we'll get started in a moment."
Usually you won't have access to the other participants. You might not have any way to know if this webinar is pre-recorded or live. But the speaker mentions people by name so everyone watching knows (believes) there are other people watching even if no one else is there (including the speaker lol!).
This technique helps put you at ease. You feel like you're not the only fool in the room. Plus, if others are watching, this person must be someone others thought was worth listening to. So maybe it's worth a few more minutes of your time, because who knows...this might be the webinar that changes everything for you.
This tactic is especially useful for unknown gurus, but even well-knowns use it.
One other thing that happens in this phase is the guru says something like:
"To get the most out of this webinar, be sure to silence your phone and close out other screens. Make sure you have time to watch in a quiet place away from other distractions. Give me your undivided attention so you can come away with profound insights."
Yes, they want your attention, but there's more to it than that. By closing out other distractions, you don't just give your attention. You give your focused attention to the ideas they want you to consume (mainly that following their words and their system will pave the way to riches). This is another Cialdini approved presuasion method.
PHASE 1 - TARGETING & PROMISES
When the webinar begins, the speaker either gives a very brief introduction, or skips it for now. Then they go straight into targeting so they can grab their ideal client's attention. This happens in one to two slides usually titled "Who This Is For."
Who This Is For:
This is for anyone who wants to make millions selling books about topics they aren't qualified to sell. Coaches, consultants, NLP practitioners, middle age dude with the beer gut watching from your couch in your underwear. If you use insights you don't have to create unique breakthroughs for other people, then this is for you...
If you fit the description, then they have your attention, even if only for a moment. After that the webinar continues straight into promises. First a series of slides with small promises and then a big promise at the end.
My Promise To You:The promises are always something they know their ideal target wants. They know this because they've researched it (as you've already seen). They've spent time figuring out exactly what this person wants to hear and conveniently, that's exactly what they say. 😀
Today I'll show you how to turn your ability to use vague language and minimal research to build a 6-figure business selling kindle books even if that seems impossible right now. I'll show you how to become a best-selling author practically overnight without spending years learning the trade. I'll also show you how to put yourself on a path to your first $1,000 $2,000 or $10,000 months as quickly as possible.
My promise to you is to show you a step-by-step strategy to 6 figures per month.
At this point your interest is peaked, but you're still skeptical and cautious. You know at some point they'll probably try to sell you something. Gurus know you know this. Which is why the next slide is this...
There Is Nothing For Sell
But if you stay to the end, you will get a free gift.
This isn't a lie. There's nothing for sell...on this webinar. But by the end they will pitch for your cash. This slide is to help you drop your guard for now. It also uses future pacing to incentivize you to stay to the end.
Before they can sell to you, they have to get you to be open to the idea of being sold to. That starts by changing your beliefs about what this webinar is. Once you believe there's nothing for sale you have no reason not to believe this webinar might actually offer real value.
PHASE 2 - REFRAME, FUTURE PACING, SUMMARY, AUTHORITY
Knowing there's nothing for sale, and there's a gift at the end, you become more interested. A key moment opens up, and now the webinar hits you in the gut with pain points. So the next couple of slides cover your pains as you describe them.
Does This Sound Like You?So they've brought you face to face with your pain. They've said all the things you say to yourself when you're laying in bed at night. They replace your "whys?" with their "do you?"
Do you write long direct-response stories on popular forums about your expertise, but still people won't buy? Do you post direct response paid ads, and sometimes people buy, but you don't make millions? Do you have some months where cash pours in, but you can't maintain it? Are you struggling to bring in a consistent flow of clients no matter how hard you try?
DO YOU FEEL LIKE YOU'RE 100% ON THE RIGHT PATH BUT NOBODY CARES?
And then they blow your mind...
THE REAL PROBLEM?OH SNAP!
You haven't made the "shifts" yet...
This simple reframe is a real eye-opener. It says everything you thought was the problem, isn't the real problem. Since you were wrong about the problem, it suddenly makes sense why your solutions didn't work. But now you have a question...what are the shifts??? dun dun dun...
Right after that slide you'll move into future pacing slides. They won't tell you what the shifts are just yet. Instead, they tell you what you'll get once you make those shifts. This allows you to imagine that future and how much better it will be.
There's another NLP technique used here too. It's called a presupposition. Presuppositions are assumptions about events that will occur. In this case it is presupposed that you will be making these shifts at some point. Sales gurus would call it assuming the sale.
ONCE YOU MAKE IT...By now the webinar is about a 3rd of the way complete. At this point you might start to wonder if you're getting anywhere. Gurus know this.
You'll be able to package your overnight insights into 2,000 word ebooks that break the payment system from so many buyers. You'll have as many clients as you want every single month on autopilot without you doing anything. You'll hit 6 or 7 or 12-figures whenever you're ready for it. Your bank account will skyrocket and you'll be able to afford a biosphere home on the moon. AND you'll do all of this while remembering the beautiful joy of what it means to be a true entrepreneur.
So they move into the final part of Phase 2, authority. This is where they finally introduce themselves. They throw whatever credibility markers at you that they've got. The purpose is to prove that they are someone worth listening to, and that they can therefore help you out.
Who I Am:Credibility establishes authority. People listen to authorities. Credibility markers are things like big numbers, name dropping, places they've worked or been featured (Forbes, Entrepreneur) important titles, testimonials, downloads, likes, shares, etc.......
I'm an NLP Master Practitioner with years of study. I've had 100,000 app downloads. I've played poker with @MJ DeMarco. I've talked to 100's of women all over the world. I've completely eliminated phobias in at least 5 people who wouldn't publicly disagree.
Tier 1 and Tier 2 gurus are more likely to use actually sales numbers to establish authority. Tier 3 and 4 use more vague concepts like app downloads, or number of likes and shares, so they don't have to straight up lie about sales achievements.
One other thing I've seen Tier 1 and 2 gurus add recently is some pictures of their family. They'll have a slide covering some awesome vacation they took. This helps you feel like they're a real person just like you who's just trying to give their family a good life. It also implies what the viewer will have once they make the shifts.
PHASE 3 - THE MAGICAL LIFE-ALTERING SHIFTS
And so...we finally reach the shifts.
The 5 (or 7 or 10 or 3) Shifts (or changes, or steps, or leaps) consume a major portion of the rest of the webinar. This is the supposed "meat and potatoes" you signed up for. Really this is just the part where they change how you think about the purchase you'll later make.
Each shift, like every other part of the webinar, follows a specific structure and contains specific information in a series of slides. With many of my past clients we used the following tactics in these slides:
1) Shock
2) Support
3) Stakes
4) Stuff
5) Story
6) Summary
Shock - They say something shocking or unexpected to get attention.
Support - They back up what they say with some kind of evidence.
Stakes - They let you know what's at stake if you do this or if you don't do this.
Stuff - This is the tiny little part of the webinar where they might teach you something of value.
Story - They reinforce what they just taught you with a story or testimonial.
Summary - They summarize the whole thing.
The structure of the 5 shifts is done in a way that lowers your guard, and prepares you to take the correct actions later on in the funnel. For that reason, you'll find the shifts usually go something like this:
SHIFT 1 - ALWAYS TRY TO HELP PEOPLE
This isn't about you helping people. It's about you believing they help people.
SHIFT 2 - CHARGE A PREMIUM
This isn't about you charging a premium. It's about you beginning to understand and accept that they charge a premium.
SHIFT 3 - USE THE SECRET TOOL
The secret tool...is webinars, and you have to agree that it works because you're still watching it!
SHIFT 4 - LEVERAGE YOUR TIME
This shift describes separating your time from your pay. But it's really about them subtly overcoming your objection to spending X amount for something that doesn't take that much time for them to deliver.
SHIFT 5 - INVEST IN MENTORING
The final shift is ALWAYS to invest in mentoring. Mentoring gives you accountability and insights and blah blah blah. If you really want to hit 12-figures, you'll need a mentor.
As you can see, these shifts are NOT designed to HELP you. They're designed to SELL you. More specifically, they prep you to be open and accepting of the upcoming sales pitch.
PHASE 4 - RECAP, A CHOICE, THE CLOSE
When you get past the 5 shifts, you're feeling good. You feel confident. You feel excited. You've just discovered some crazy insights (or so you believe). Good luck implementing them without a mentor though...
You feel a sort of high at this point. Part has to do with the webinar information. Another part has to do with the speaker him or herself. Tier 1 & 2 gurus know how to change the speed, pitch, and tone of their voice to hype you up (even though they'll say they don't do that anymore because it wasn't an ethical way to sell).
FYI...they still do it.
So now there's a couple of slides that recap the entire 5 shifts to remind you of everything you just learned, and also to explain how the guru delivered what they promised (so you don't feel cheated). Then you get a slide that says you have a choice.
Now You Have A Choice:
You can keep reverse engineering funnel after funnel, going nowhere in life, making sh*t pay, and having no clients and no food on the table OR....
AND FINALLY...
The truth comes out. Once they remind you of how shitty life is right now, they drop this bomb on you...
Here's How I Can Help:
My team and I have set aside some time to talk with you about how you can apply these ideas in your business today! And the best part? It's totally FREE!
After that you're almost done. You've only got a couple more slides. The final slides get more specific with targeting. You'll usually have the following:
Who This Is For
Says things about you that you would agree are true.
Who This Is Not For
Describes the kind of person you don't want to think of yourself as.
Why We're Doing This
This slide is where they first mention selling to you. They say on the call they'll talk with you about your strategy (And they will, but they won't help you refine it. We'll cover that later) and if you both think you're a fit, they may invite you to become one of the new clients they accept this month (the words "this month" add a scarcity element).
If We Work Together
This is a future pacing slide that also lets you know there will be expectations of you if you get accepted (you will be expected to conform to their standards). Again they play on scarcity and ego too. The very fact you could be denied compels you to be among the first to get your free call.
Call To Action
The final slide of the webinar is a call to action. For Tier 3 & 4 gurus, this often goes to a sales page. Tier 1 and 2 gurus know it's better to send people straight to a booking page for a call (because $10,000+ sales happen on calls).
AND THAT'S THE WAY THE COOKIE CRUMBLES BABY...
By the end of the webinar, you've gone from skeptic who's never heard of the speaker, to extremely interested, motivated, informed prospect who needs to take action RIGHT NOW before you miss your chance to get your FREE strategy session where you'll learn how you can start to apply the 5 shifts to your business (remember one of those includes getting mentoring!).
Whew...
That was quite a read.
A little bit later we'll talk more on some of the cult indoctrination that's taking place here. I'll probably just do an entire lesson that brings all of those pieces together after we finish the main funnel topics.
Up next...
The FREE Strategy Call
Stay tuned...
P.S.
Imagine you weren't a savvy Fastlane entrepreneur...you hate your job and your life. You don't know about process. You still search for events. Can you see how easy it would be to "fall" for a webinar after reading the post above? But it can happen just as easily to Fastlaners too, and that's why we're talking about it. Never think it can't happen to you. You'll be the first person it happens to.
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