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Hey folks!  Philipp Lomboy here and what I want to do is tell you a story – a tale of two webinars.This is in relation to a conversation I had with a client this morning and what we are doing is setting up a webinar for his business.

In this video:

01:19 – Tale #103:06 – How to decide which tale to tell03:34 – Tale #205:14 – What to do after the tale is told06:11 – How can YOU use this?

So we’re setting up the campaign and I asked them, “What is the topic of this particular webinar? What is the content? What are we going to be talking about?”

[As a side note this particular campaign is about a webinar, but what I am going to be sharing with you in the next few minutes is applicable whether it’s a webinar that you are sending people to, whether it’s a straight up offer where you are offering your product or service directly for purchase, whether it is a lead generation tool. Maybe you are sending them to an 800-number or a video or a free report. Whatever it might be this lesson really applies to all of that, so just apply what I’m talking about here to what you are doing.]

So going back to the story, I said, “Well what are you going to be talking about and presenting on the webinar?”

Tale #1

He said, “Well I want it to be along the lines of ‘Why You Want To Invest In Dallas [and by the way Dallas is not his city, he is actually in a smaller city but I want to keep it confidential for my client] and Invest with Us’.

I said, “Okay, that’s one way to go but let me ask you a question… If that’s the message, then who is it that we are talking to? Who is the audience for this? Who are you inviting to actually get onto this webinar session? Is it people that already have it in their mind to invest in Dallas, like they already have that in their head that they should invest in Dallas? Or is it people that are just kind of general – they have money to invest, they want to invest somewhere in the United States, but they are not sure exactly where to do it.”

He said, “Well, it would be more of the latter – people that generally know they want to invest but they haven’t made any decision where. They are not “married” to Dallas in one way or another.”

“Great! So in that case what we want to do instead, so that we can get better results, is that we want to match the message to that particular market. Because if we just rolled out with ‘Why You Should Invest in Dallas and Why You Should Invest with Us’ that’s only going to cover maybe 3% of the market. So 3% of the broad swath of people that we are going to be talking to have already decided that Dallas is the place to be and they are ready to make that decision.”

How to Decide Which Tale To Tell…

“But if we look at the actual market that we are targeting,” I continued, “most of those folks haven’t gotten to the point in their buying cycle of deciding on Dallas. They haven’t even narrowed it down to Texas. They are just a general investor that needs to get more information as to where they should invest so they can pull the trigger.”

Tale #2

So I said to him, “Well how about we do this instead… How about we make your webinar topic ‘The Seven Criteria You Need to Consider When Deciding on Where to Invest in the United States’. That way it’s much more compelling and more appealing to the people that we are actually targeting – those general investors that are interested in real estate investing. And this is something that will help them on to the next step of their decision making process.”

So “The Seven Criteria for Determining Where to Invest in United States” and what we are doing behind the scenes is stacking the deck, so that each of the criteria we set up leads to Dallas.

Now to be fair the criteria that we set up it could appeal to other cities as well. Maybe when we create the seven criteria we are a bit looser, so it doesn’t necessarily lead directly to Dallas. Maybe it leads to Dallas, Indianapolis, and Seattle. But that’s upto you how “collared in” you want to make the criteria. Ultimately when they go through the presentation Dallas makes more and more sense.

What to Do After the Tale is Told…

At the end of the webinar we’ll have an offer to them that says, “If you’re interested in learning more about Dallas, the available properties here, why the market is booming here, and why we are benefiting and growing as a result of it, just call our number. Call our 800-number and talk to Jack and we can have a conversation about whether it would make sense for you to go to Dallas and work with us or not.”

So that’s the way that you want to structure something instead. So again the message matches more with the audience, the market that you are looking to talk to.

So how can you use this?

Well what you want to do now is take a look at what you are doing today: the advertising you’ve got out there, the lead generation tools you’re using, and see if you are stacking the deck in your favor.

See if what you are saying to them, whether it’s the bullet points or the copy or the headline, is leading them closer to the path of choosing you, or least getting them closer to you in their buying cycle.

So that’s it folks, tune in next time, this is Philipp Lomboy saying cheers to your success and I’ll talk to you soon.