Video One – Hook & How
In this first step, we are looking to wow the audience with some well-thought-out hooks. This is what the participant will see immediately after registering. Your mission is to hook them in and get them excited about what will come next and the possibilities. This is important because when you do this, they will wait eagerly for the next and then the next video in the series. If you do not achieve this, then this may be the only video they see!
Introduce the new opportunity – I want to share with you the wisdom of those truly experts in this arena; they will tell us that improvement is not as powerful and effective as new opportunities. So please do bear this in mind. The best offers are not the ones that look to improve or do something better than they are currently being done. The best offers are the ones that offer something new, something completely different. Therefore this entire video series should be about a new opportunity that someone can take advantage of to get the desired results.
We share this opportunity in the first video, and then in all subsequent videos, we strengthen the position and the desire to gain the results you are promising.
Kill false beliefs – Whatever it is you are going to be offering until your audience knew about it, the likelihood is that they had some different view or a false belief about what you are offering. In my case, it has always been the false belief that it is impossible to offer unlimited support and advice for such a low price; of course, we all know that is completely false. The best way to approach this is with what is often referred to as your origin story. This is where you will share why it is you believe that this is the best way of getting the results they desire. Telling your story at this point will build rapport and will help with the process of building their belief in the new opportunity and its ability to work for them as it has done for you.
Look at others – Once you have told your story, you can move things along by looking at examples of others you have helped in this way who have found success. This is best in the format of you telling the story of their case histories. Remember, your main focus through all these videos at this stage is to focus on the What. In other words, what you did, is the strategy used and the framework. When it comes to the product or service, you then focus on the how or the step-by-step tactics on how to accomplish what they have learned about in the video workshop.
Hook 2 Video two – If you think about it, you will realise that you have probably seen this multiple times on TV. The reason for that is simply because it works. This is where you hook them in and get them excited about video two. I think it is a good idea to get your audience to post comments and questions on the page and tell them that you will answer some of the questions in the next video.
Video Two – Visualisation
The primary goal of this second video is to get the participant to visualise themselves doing it (whatever it is). In the first video, they have been told about it and given examples of others who have achieved it through your help. Now you need to paint a vivid full, colour picture to help them see how they could do well also.
Over the shoulder – Like others, I call this over-the-shoulder coaching; this is where you show them how to use whatever it is you’re selling; they can watch you as you demonstrate. You will need to deal with the potential that you may currently have limiting beliefs. You need to be creative and find ways for this to work for your business. To be frank, when I first took this approach, I felt it would not work for my business. I was wrong, and in fact, getting it to work for me resulted in some of the most innovative changes to my model and the creation of a differential.
Show them a demonstration of you doing whatever you need to be doing or using whatever you need to be using. You can even show them proof of the results they can get from your new opportunity. Be creative in your approach.
Your framework – Once they have watched over your shoulder, you can walk them through the framework or system you use. This is where you teach the what for each step of your system. Remember, you are teaching the what, not the how:
“Here is exactly what I do each time I see it, Step one…step two…step three.”
Framework proof – If you remember, in video one, you shared a case history or two. Now you can go for the social proof model by picking a case history to use as a demonstration. Show their story going through your framework. Show how they did step one, step two and step three.
Hook to video three – Once again, we need to finish with a hook to the next step, hook them in and get them excited about video three. Again use the tactic of getting them to comment and ask questions as before.
Video three – External Forces
I will take it for granted that the first videos have been done correctly, and so by now, your participants believe that this opportunity will work for them, too, giving them the results they desire. I will also believe that they can do it as they have followed the process in video two. Now it is time to break any external false beliefs they may have. During this video, you will address the external roadblocks that may keep them from experiencing the success they desire, also showing them how to navigate away or around those issues.
Future pace – Start this video by helping them visualise what it will be like after using the new opportunity. You could say things like:
“I want you to take a time out and visualise what your life would be like having used this. How will it have changed your life?”
“What possibilities would open up for you if____? How would you be different if__________?”
Roadblocks – At this point, they believe in your new opportunity, but there may still be some external roadblocks or false beliefs that can get in the way. You will need to identify these and figure out ways to break them. Give them the tools to navigate around them. You need to identify these elements and then tell suitable stories about others who have felt the same way and, contrary to that belief, what they have found. (Feel, felt, found). This will help to remove these obstacles. This can be done by following the simple but effective fee, felt, found script:
“I understand how you feel about_____. Others have felt the same way, but they found_____.”
Hinting at the offer – Now, we can just drop a few hints about the offer you are about to make. Ensure you cover how this offer will fill in all the blanks on how they can accomplish what you have been showing them. They have been learning what to do, and the product or service you will be offering will fill in the missing how to implement the framework you have already given them.
Hook to offer video – Just like the other videos; you want to get the hook out there so that people will want to look at the final video in this series, the offer. Let them know you will soon show them how to get their hands on the offer you are going to make, and most importantly, they will be able to get the desired results.
Video four – The Offer
This last video in the series is where you make your irresistible offer and put your audience into the new opportunity.
Here’s what I’ve got – It is best o start this with a recap of the new opportunity again, briefly recap the what and introduce the offer. This is my favoured path for showing them how to get to the how. Go through each element in the same way you would go through the stack in the webinar video. As you explain each area, keep referring back to the stack slide as your illustration, with the total value of the offer shown. During this phase of the process, we are very much talking to the emotional side of the audience, so the more notable the offer is, the better.
Here’s what you’ll do with this – By now, your audience has seen the full offer, and you will now want to paint a picture of ownership. what will it look and feel like for them to own this? At this point, you may even want to show the buying process, for example:
“This is the order form. Once you have filled it in, you will be taken to this page. Then you will….this is what you will see next…”
Here’s what it’ll do for you – At this point, you revisit the benefits of gaining access to this product or service. Include in this part any hidden benefits too. You may have to think about that to ensure you have fully considered some of the not-so-obvious but still relevant benefits. At this point, you want to be appealing to their logical side, so think in terms of problem-solving opportunities they will benefit from once they have made the purchase.
Here’s what you need to do right now – It is not time to make the CTA. Tell them clearly what to do and how to do it. This is also a good time to emphasise urgency and scarcity. So talk about how long the offer will last and make them aware of what happens once the offer is over. This is really your last shot at getting the sale; let them know what will happen if they don’t act now.