- Okay here's a question.
Go ahead, tell me and I'll yell it out.
What's the question?
- [Woman] So the question is the gap between the headline
and what you actually deliver in the webinar.
- Okay so the gap between the headline
and what you actually deliver, okay.
- [Woman] And I've come to many webinars
and live events where the title was very promising,
and when you come to the room,
- Then it's an mmm - it's not.
- How many of you have been to those webinars before?
Like the webinar headline is awesome, some good copy there,
but then the actual webinar sucks, okay.
- [Narrator] The king of high-ticket sales,
world's highest paid consultant,
media celebrity,
multi-millionaire entrepreneur,
acclaimed TedX speaker,
international best selling author,
Dan Lok.
- [Woman] And so I feel in reality,
- Yes.
- That it's hard to really match.
You know you really need to find a good headline.
You have to be able to deliver
the headline. - The headline, yep.
Good example.
- [Woman] And it has to match your final offer.
- Yes.
So let me share this with you.
You always reverse engineer.
You craft the headline and landing page first.
You make that as compelling as possible.
Then you sit down and ask yourself,
what do I have to do to deliver that?
You don't start with your product
'cause most product, it's not that exciting.
Let's just face it.
Let's start with something exciting,
and you know what,
I don't think I can deliver 100% on that,
I need to dial back down just a bit.
That's okay, but let's start with 100%.
Fire power.
Not, let's not pull any punches, right?
It's like in martial art training,
when you're training, you don't want to hit the heavy bags
'cause when you go in the ring, what happens?
You get knocked out 'cause your guys is not doing this.
So when you're punching or hitting, you hit 100%.
Right?
That's what I'm talking about.
So promise, make that as compelling as possible,
reverse engineer, and say, "What do I need to do
"to make my webinar that can deliver all of that,
"and what can I make my offer, my product, to deliver
"what I promise on the webinar?"
So that's why I create the webinar first
with my new program.
I don't even know what I'm going to deliver yet.
I'm just making the most powerful transformational
promises that I could, that I know would help them,
and I'm like, "How am I going to deliver this?"
and then maybe some of the stuff I cannot deliver.
Fine, I go back.
I take stuff out,
but don't start with a weak punch.
Right, knockout punches.
- [Young Man] So I heard this several times,
you know you don't want to give away the form.
- Yeah.
- [Young Man] You're trying to give away really good content
but if you give away too much,
- Yes.
- [Young Man] Is this a truth or a false?
- So if you teach too much, they don't buy
Is very true, very true, very true.
In the very beginning when I was learning how to sell
from the platform, and I was giving away the form,
and people love it and think it's great,
and at the end of my presentation,
they walk up to me.
"Great presentation Dan.
"That's fantastic."
Nobody bought shit.
So as far as I'm concerned, that's a lousy presentation.
It's a lousy presentation, here's why.
Because it's absolutely for what we do as a consultant,
thought leader, coach, service provider,
thinking that you can transform someone's life in 90 minutes
is egotistical.
So knowing, if they don't hire you,
they're not gonna get the results.
Let's start with that.
Right?
You know that. You win, I know that.
That 90 minute, 60 minute on a webinar
is like a piece of chocolate.
You're not gonna help them.
They claim.
Someone sit down with you, "It's great information."
Unless they hire you, invest with you,
their finances aren't going to change.
They're gonna go back to the same old same old.
Yes.
So start with that.
When you have that kind of conviction,
that kind of confidence, then you ask yourself,
"Am I doing everything I possibly could
"to influence and persuade for them to do business with me?"
Right?
And if it means I teach this, you still teach,
but you teach in a way that they want to learn more.
You don't teach in a way they feel overwhelmed.
Then they don't take action
'cause an overwhelmed person doesn't take action.
Yes?
Always.
An overwhelmed person, you spend two hours with them
face to face, you go on.
You show them this, you show them that.
This is great. This is great.
I love this. Let me think about it,
and when they say they're gonna think about it
what happens?
- [Man] They don't buy.
- You never hear from them again.
Very nice meeting you.
Their life stays the same.
Their lives are not transformed.
You don't get a client.
You have to have that conviction.
You have to have that conviction, and that will show,
and that goes back to do you believe in what you do.
If you believe in what you do,
you will have a lot of confidence selling it.
Now you don't believe in what you do, two things you can do.
Get some more belief, or change what you sell.
Right, yes?
- [Man] So you're gonna be launching this new program.
Are you split testing headlines right now for offense
right now or is that going to be part of the plan?
- Part of the plan, but I want to have enough sufficient
numbers, at least a few thousand people going through
the thing, before I tweak anything, right?
But yes, definitely for sure.
Headline also as well as my webinar,
I don't mind sharing this with you.
So the webinar, I actually have two webinars I'm creating.
So one is a longer one, it's like a 90 minute thing.
One is like a 45 minute thing.
So the 90 minute thing includes what the program is about.
The 45 minute doesn't even talk about the program.
So I want to test to see which one will convert better.
I don't know.
Again, the customer, the client is the marketing genius.
Let them see how it would act, right.
Make sense?
Good.
I want to take a moment to acknowledge you.
Maybe you've been following my work for some time now,
and you've been watching my videos for a period of time.
I want to hear from you
how my work has impacted your life and your business.
I want you to comment below and share with me your story.
That's what gives me motivation, and that's what gives me
the drive to create more and inspire more,
and if your comment is very good,
my team will pin it to the top.
I do read every single one of your comments.
I might not have time to reply to all of them,
but I do read every single one of them.
I look forward to reading your story.