In this episode, Kendra Perry is bringing the holy grail of online business to generate wealth passively. She is taking the live launch experience into automation, so coaches won’t have to do it in real time. But how will you successfully bring that to success? Kendra reveals her secret on automated launching and how the funnel never ends. An important thing to remember in your webinar is to stop the teaching, but you should shift paradigms to increase your conversion. Kendra’s tips are the keys to making an automated funnel run, so tune in to this episode today, and you will see the difference in your conversion rates.
Apply for the 6-Month Holistic CEO Mastermind: https://kendraperry.net/apply
My evergreen webinar funnel for HTMA Expert: https://go.kendraperry.net/practitioner-training
Resources:
Deadline Funnel: deadlinefunnel.com
Circuit Sales System: circuitsalessystem.com
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Listen to the podcast here
How To Automate Your Launching — Master Your Marketing Series # 5
This is episode 199 and number 5 of the Master Your Marketing Series. If you have missed episodes 1 through 4 in the series, I highly recommend that you go back because all of the episodes build on each other. We are talking about automated launching in this episode. You are not going to be successful with automated launching if you do not have episodes 1 through 4 essentially in place. I’m going to be referencing those episodes.
Automated Launching
I want to talk a little bit about automated launching. You might be thinking, “Isn’t launching more to do with sales?” Yes, but if you remember what I said in earlier episodes of the series, there is always an intersection between marketing and sales. Marketing is a form of selling and selling is a form of marketing. We’re never marketing without the intention of leading someone to a sale. We’re never going to get sales if we don’t have good marketing leading up to it.
When I’m talking about automated launching, I’m talking about taking the live launch experience that we talked about in episode number four, automating it, essentially recording it, and pulling yourself out of it so that you are not doing it in real-time. For a lot of coaches, this is like the holy grail of online business. Everyone wants automation. They want passive. There are a lot of people out there on the internet who are pushing and teaching this passive business model.
I’ve talked about this before but in case this is your first time, this type of business model can be very problematic and it’s not what people are making it out to be. If you are following someone who’s making it seem like you can set up this passive funnel and it’s easy breezy, just turn it on and it’s going to make all these sales for you, then you should probably turn and run the other way or at least put a little red flag in the ground. There are a lot of issues and problems with this style of business model that usually the people who are teaching it and selling it aren’t being fully transparent about.
What a lot of people want to teach you is you can set up this automated funnel that sells an evergreen course or a DIY course that you don’t have to be involved in. Maybe you answer questions in a Facebook group but people essentially do it on their own. Usually, people who are teaching this are painting this picture of them being at the spa, on the beach, traveling, or something. They’re like, “Look at all these sales I’m making.” While that can seem glamorous and amazing, and who wouldn’t want to make money while they’re not working, there is a lot that goes into this and a lot that you need to consider before you decide if this is a business model that you should pursue. I want to talk a little bit about that.
I’m going to talk about different ways you can set this up in different types of business models. For example, the business model I have where I am selling group coaching. Setting up an automated funnel is not exactly straightforward, meaning that it’s not like you just set it up and turn it on. There’s a lot of work that goes into setting up an automated marketing and sales funnel. Something that you have to keep in mind is these types of funnels are very traffic-hungry, meaning that you need to push a lot of people through them because the conversion or the rate at which you close or enroll people into your program is going to be lower than with a typical live launch.
There are always outliers but for most people, the great majority, if you’re not an outlier, you are going to close at a lower rate. What I mean by that is I will close. For example, in my challenge launch, I had a lead-to-sale conversion of about 4%. What that means is of the people who joined the challenge, 4% ended up enrolling in HCA. You might be thinking that’s not that high but that’s a pretty good lead-to-sale conversion for something live. Could it be higher? Have I had a higher lead-to-sale conversion? I’ve had as high as about 6%. Typically, I will be between 3% and 6%. This one was 4% so I was right within the realm of normal.
When I talked to other business owners in all kinds of different spaces, as I’m connected with many different entrepreneurs online in my mastermind program, that’s a very typical lead-to-sale conversion at the price point that I’m selling it because I’m selling at over $2,000. If you had something that was a lower price, you may have a bit of a higher lead-to-sale conversion but you’re charging less money. It’s all relative. In my evergreen funnel, I typically have a lead-to-sale conversion at about 2%.
What you’ll notice is in my automated marketing and sales system, I close at about half the rate of my live. What does that mean? It means that I need to get more people in the funnel to hit my goals. A lot of people don’t realize that a good conversion for an automated marketing and sales funnel, something like an evergreen webinar funnel, which is what we’re going to be focusing on, is about 2%. That is what a lot of people are shooting for. If you’re getting 2% and running ads to that, you can very much make that profitable.
You have to think about that. If you have a small following, maybe you don’t run ads or maybe you don’t have a big budget for ads, you have to consider that. If you want to make 10 sales per month and you’re closing at let’s say 2%, then you’re going to need 500 people every month to go through that funnel. Know that, and I always like to make this clear, 2% is not guaranteed. Just because you set up an evergreen webinar funnel doesn’t mean you’ll get 2%. You could get less than that and zero is always a possibility. We have to keep that in mind.
Nail Your Messaging And Copywriting
When we pull ourselves out of the marketing and selling in terms of launching this evergreen funnel, what we need to nail is messaging and copywriting. We talked about messaging on day one of the series. Your messaging has to be on point because you are not there in person. There are these different levels of filters in terms of selling that as we place more filters between us and the person to whom we’re trying to sell, the harder it is to sell.
For example, you could go do an in-person talk and get clients. You could not be that great at sales and still get clients. When I first started my business, I did workshops around my local community. I had a decent workshop script but I didn’t have any sales skills. I always made sales at those workshops. I always have clients. Why is that? It’s because we’re in person with people. They sense our energy and who we are. They see that we’re real live humans. They see how we move and talk. It is the easiest to sell in person when you’re connecting with that person in real life.
We can move to maybe doing an online workshop. There’s a filter going down because we’re putting that computer filter and it becomes harder to sell. The more you remove yourself from the process, and as you can imagine with automated launching, you’re not there, this is running while you’re doing other things, it becomes increasingly hard to sell. You have to nail your messaging and copywriting because the copywriting and the messaging have to do all the heavy lifting and sales for you.
I want to make it clear that I will never teach this this way. If I ever come out with a course or program that teaches people how to do what I do, which is essentially selling off of live and evergreen webinars without sales calls, which might be coming down the pipe, I’m just throwing that out there, I’ll never make this seem like it’s easy breezy, you just turn it on and I go to the spawn and make sales. There is a lot that goes into this. Something that we need to know is every system has a lifespan. No system is going to last forever. You could get your evergreen webinar set up and maybe it’s converting well but that’s not going to last forever. At some point, things are going to shift.
A good friend of mine had this experience. She has a PR program. She runs ads for her evergreen webinar and it’s been converting from 2% to 4%, which is very high. She’s been making good money through her evergreen webinar funnel. She does spend a lot of money on ads but she’s been doing well. It then stopped converting and people stopped showing up. She’s had all these pain points in trying to figure out what is going on and why it stopped converting.
She’s been testing all different types of things like trying new show-up bonuses, tweaking the landing page, and doing all this work. It’s still been 3 or 4 months and she still hasn’t gotten her conversion back to where it was. That is not abnormal. That’s very normal. That happens. It’s not like you turn it on and it’s going to work forever. I want to make that clear.
Automated Webinars
What are the different ways that you can do automated launching? You can do it through an email sequence, an automated webinar, or some form of automated event. The primary way that I do this in my business is through email sequence. This will be through something that is lower tickets, lower priced. I find once you get to a certain price point, you are going to need to put some form of event behind it to sell it. That can be your automated webinar or automated event. I don’t have a lot of experience with automated events. Some people run automated challenges and automated summits. I work with automated webinars.
I like automated webinars because it’s important when you have a group program, a course, or something along those lines, that you have something that sells when you are not live launching. I did a live launch. I did my three-day challenge launch, which I’m going to be bringing you behind the scenes in the next episode. I’m a business coach, I like to be very transparent in the way that I make money in my business and I like to share the numbers with you.
I am not live launching and I don’t think I’m going to do another live launch until January 2024. How am I going to make sales between the end of 2023 and January 2024? My automated webinar is going to do those sales for me. We talked about all the reasons why automated launching is hard, why it might not work for your business, and all of this. I like to be transparent with this thing. I want to get into why this is so awesome. It is indeed selling things while you are not there.
For my other program, HTMA Expert, which teaches practitioners how to interpret hair tissue mineral analysis, I only do automated. I don’t do anything live for that program. Why is that? I could probably crush a live launch but it’s because I have two programs and I’m a projector. If you’re into human design, I don’t have the energy or the bandwidth to be regularly launching two programs. It’s too much for me. There was a time in my business when I did that for both programs. It was exhausting and it didn’t work for me.
I started focusing on the business program because I felt passionate about that. I thought that maybe the HTMA Expert program would disappear because it wasn’t outwardly marketing it. It was available on my website and people would still buy. Over the years, people would continually buy. I was like, “I’m going to keep this program going.” People love it. I have some amazing and talented coaches in the program who do all the coaching for me and they are so much smarter than me. My students are getting so much out of it.
At some point, I realized that I was probably leaving money on the table because I didn’t have any urgency or incentive to buy now. I got help from a coach Nicki Krawczyk. She does Circuit Sales System. I did her program. It’s an amazing program. Essentially, what I did was set up an automated launch funnel that never ends. People go into the video training. They get offered the program at a one-time-only promotional price and then they get re-offered the program at the regular price. If they don’t buy, they go into this funnel where essentially they’re getting offered the program every 90 days for the first year and then every 6 months from there on out until they either buy or unsubscribe from my email list.
Lead-To-Sell Conversion
This funnel has been incredibly successful for me. It blew my expectations out of the water. Truthfully, I didn’t have a lot of expectations going into it. I was just like, “We’ll just see how this goes.” It’s working well. It’s been live for about five months. It has a very high lead-to-sale conversion. To remind you of what lead-to-sale conversion is, I talk about this number a lot. It’s an important number.
This is how you can start to predict your sales, your launches, and even your automated sales. This is the number of sales divided by the number of people who are in the launch or the funnel and expressed as a percentage. I told you in my challenge launch that I had about a 4% conversion. Of all the people who joined the challenge, 4% ended up investing in HCA.
For my automated evergreen funnel for HTMA Expert, I’m converting somewhere between 8% and 12%. It varies per month but that is incredibly high. That would be high for a live launch. For an evergreen funnel, it’s significantly high. Why am I getting this much higher conversion for that funnel versus my other funnel for the Health Coach Accelerator? There are a few different reasons here.
For Health Coach Accelerator, I’m selling business and business is a very competitive space. I have a lot more competition. My people who are interested in HCA have a lot more options versus HTMA Expert, I can probably count on two hands on all the other programs that are out there. I’ve had my program since 2019. I was one of the first people to teach HTMA in the way that I teach it. Previously, there was no other course out there that taught it in the way I taught it. What I mean by that is I’m giving away all the protocols.
I did courses where they taught me how to interpret it but they would never teach me how to build protocols for a client. That frankly pisses me off. It was annoying. I was frustrated by that. It took me years to figure it out. Once I did learn it, I put it into my course. I give away all the protocols. I show you how to build everything based on the results. I did that very early on. I was one of the first people to do that. I’ve built a lot of authority in that space. Since I’m very connected to the certification program that I was certified through functional diagnostic nutrition, I’ve had a lot of people within that program do my course and they are constantly referring to my course.
What I want to be transparent with is the people who are going through that automated funnel are very warm. They’re not cold traffic. I’m going to be testing running ads to this funnel in the next couple of months and I’ll keep you posted on how that goes. I have no idea how it’s going to go with cold traffic but these people are very warm. Some are cold but the majority of them know me, have heard about my course from someone else, have been referred, or heard about my program through the grapevine.
That’s a big reason why I have a high conversion. That’s why I would never expect that conversion for anyone else’s funnel or even my other funnel. It depends. I don’t have to get that much traffic through my funnel to make good sales for this course. Versus Health Coach Accelerator, it’s something that I typically need to run a little bit of ads to.
Setting Up Your Automated Webinar
I want to show you how this is set up and give you a few tips on how to make everything work at each level. Essentially what happens is there is a registration page. I am driving traffic to a registration page that tells people to opt in for the webinar. I typically call it free training. Sometimes I call it a free training video or masterclass. I don’t typically call it a webinar because I don’t think people like the word webinar. When people think of webinars, they think of sales and it turns them off. I call it free training, a free video, or a free masterclass.
They opt in and then get the free training. In the free training, I go through very specific sales and then they watch the webinar. What I want to be transparent about, and I’ve talked about this in other episodes, is I am not just teaching. Teaching is one of the worst things that you can do on webinars. A webinar is a sales video. That’s not to say people don’t get value from it, they do get value from it. If we teach too much, give away too much information, or do too much how-to, then we will lose the sale.
This is something I didn’t know about webinars when I started and I’ve been able to greatly increase my conversion by stopping the teaching and focusing more on shifting paradigms or belief disrupting. This is a type of content that I teach my students in HCA. What we want to do is shift myths or belief patterns. What we’re essentially trying to do is show people that what they’ve been doing to try to solve their problem is wrong, present the new way, = show them what they should be doing instead, and then offer our program as the solution.
That is a big tip I can give you and this is true for live webinars as well. This isn’t an automated launch. This is a live webinar. We want to stay away from the nitty gritty, the how-to, and all the small details. We want to teach higher-level concepts and show them what they’re doing wrong and what they should be doing instead. That happens in my automated webinar.
There’s an intro, a short intro, I tell my story, and then I jump into three myths. I shift them and then dive into the pitch where I sell my program. I want to give you an idea of what the timing of this looks like. I try to get into the content of my webinar within about seven minutes. It’s less than 10 but I try to do it in less than 7 minutes. A lot of people will waste a lot of time in the intro and you want to get into it very quickly because you have to imagine you’re not live. The energy of a live event is not with you. That’s not there. This is automated.
You don’t want people to get distracted. People do get distracted very easily so you need to move things along quickly. You don’t want to waste too much time in the intro. I try to do that in less than seven minutes. From there, I go into the content. I always try to get to the pitch before 40 minutes and sometimes earlier. I was watching another webinar from a woman I followed because I was curious.
She got to her pitch after eighteen minutes and she’s very successful. She has a very big business, a much bigger business than me. What I will say is I know she doesn’t run ads and her traffic is very warm so she can probably get away with that. Cold traffic probably going to need you to give them a little bit more value. It all needs to be tested. That might be different for your audience.
I’m trying to pitch by about 30 to 35 minutes, definitely less than 40. My pitch will go on for sometimes 30 minutes. What a lot of people do is they’ll spend way too much time on the content side of things and then do this quick pitch because they feel uncomfortable and weird. Honestly, if people are still watching your webinar when you start pitching, then it means that they are interested. You are doing them a service by telling them all about what it looks like to work with you, what your program looks like, what’s included, and all of that.
My pitch section is very long and it’s longer than the content. This is different in a live webinar where I might not get to the pitch until 50 minutes, maybe 1 hour. That’s because you’re engaging with the audience and talking more. Most people are not going to buy on the webinar. That’s typically not what happens. Most of your people are going to buy and follow up. You need to have some urgency. I offer a price promotion for both my webinars and a limited time to get that. There is a platform called Deadline Funnel.
What Deadline Funnel does is you put a piece of code in your pages and it will track people’s IP so everyone can have their unique deadline. It will take note of someone’s IP when they land on the page. Let’s say you have a three-day deadline. When that person comes back to the page, it will recognize the IP and give them their unique deadline. If they come back 2 days later, it’s going to say you have 1 day left. Once that deadline expires for that unique IP address, it’s going to redirect them to this offer that has expired page.
That’s a very cool feature. You’ll need something like Deadline Funnel. The only one I’m aware of is Deadline Funnel. That’s the one I’ve used since 2016. I love it. It’s very easy to use. That will create urgency. It will make it so that people can’t get that promotion after the deadline has expired and it tracks their IP. If they try to game the system and go in with another email address, it will still be tracked and they will still not be able to get that promotion. That creates more urgency.
During that time that your promotion is available or that price discount is available, you want to be sending out emails. I typically send out two emails a day. These are follow-up emails. In my experience, the sales happen in the follow-up and it happens right before the deadline. In these emails, what you’re doing is telling them more about your program, addressing objections, and answering FAQs.
I give my students access to one of the lessons in my course for free so they can get a sense of what I teach. I’ve been very strategic with what I’m offering. I’m giving them a lesson that gives them something that showcases my expertise but doesn’t give them enough that they think they can go off and do the whole thing by themselves.
I also give people access to me coaching several different students within my program with whom I’ve had explicit permission. What I’ve done is pull clips from coaching calls where I’m coaching someone on a topic or a question that is very common for people to have. What that does is it showcases my coaching and what it’s like to work with me. I’m trying to give people a sense that this is the type of coach I am and this is why you might want to work with me.
On my final day, I typically send out 3 to 5 emails that remind people of the deadline. People are uncomfortable with sending out that many emails but keep in mind that not everyone is going to open all the emails. If they are still on your list and haven’t unsubscribed up until that point, they’re still interested.
To make this work, what you’ll notice is there’s a lot of writing. Your messaging and copy have to be very much on point. There is a lot of market research. Go back to episode one. Make sure your messaging is super on point. You’re speaking not only to the pain points but the deeper reason why people want something. If you want to see an example of how I’ve done this well, I highly encourage you to check out my webinar for HTMA Expert. It’s called How to Create Life-Changing Results for Your Clients and Your Practice Using Hair Tissue Mineral Analysis.
You’ll notice that by the end of that training, you’re going to want to buy the course, even though I don’t teach much on the webinar. You’re going to still find it valuable and it’s still going to be very engaging. By the end of it, you’re going to think, “I want this course.” I’ve had people tell me that who already have the course.
I use it as an example for some of my students. I was like, “Go watch this and get a sense of it.” A bunch of my students were like, “I found myself at the end of the webinar being like, ‘I want this,’ and then realizing that I already had bought it a while ago.” I’ve done a good job with that one. I want to use that one as an example. You can go check it out if you’re interested.
Before I go, I want to tell you about something I’ve been talking about all week, which is my brand new mastermind program, the Holistic CEO Mastermind. I am launching that in January of 2024. This is an intimate high-touch program for higher-level coaches. You need to be making at least $5,000 a month consistently in your business and have the goal of wanting to grow to multiple six figures and beyond. We’re not here to get to $10,000 months or $20,000 months. We want to get to multiple six figures and beyond.
This program is going to be a combination of community group coaching and one-on-one, which is not something I’ve offered since 2019. It’s going to be very custom to you and your business. When you come into the program, I’m going to audit your entire business and together we’re going to come up with a strategy for you to execute for the six months. We will see each other every week and do coaching on your strategy. This is going to be a very small program.
I do have founding member pricing available until November 15th, 2023 for the first 5 people who sign up but I’m probably not going to be taking more than 10. It’s going to be very small and intimate. You’re going to get lots of access to me. Together, we are going to grow your business to multiple six figures and beyond. This might be the only time that I ever offer this. I’m going to do it once. I’m going to see how it feels and I may never offer it again. If you are interested, you can go to KendraPerry.net/Apply. If it feels like a fit, I’m going to reach out to you and we’ll have a chat. We’ll see if working together feels like a mutual fit.
I hope you enjoyed the Master Your Marketing Series and you got a lot out of it. If you have any questions or comments, please do reach out to me on Instagram. My handle is @KendraPerryInc. I would love to hear from you. Next time, we are back to regular programming. I’m going to be taking you behind the scenes of my three-day challenge launch, which was my most successful launch to date with Health Coach Accelerator. I’m going to be giving you all the insider secrets. I will see you next time.
Important Links
- HTMA Expert
- Health Coach Accelerator
- Circuit Sales System
- Deadline Funnel
- How to Create Life-Changing Results for Your Clients and Your Practice Using Hair Tissue Mineral Analysis
- KendraPerry.net/Apply
- @KendraPerryInc – Instagram
