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If your fun isn't working or converting the way you wanted to, the tendency is likely to
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spend more ads, get more leads coming in, get more eyeballs in your offer.
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But what if that's exactly the wrong thing to do? Today, I'm going to share with you why
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more traffic doesn't help, why more of your leads are not working with you, and how to build
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an evergreen webinar funnel that actually gets people to want to work with you before they ever
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speak with you. Hey, welcome to the Health Printer Show. I'm Yori Yolk,
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same CEO and founder of Health Printer. You are listening to this because you are a health
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professional coach who is committed and driven to growing a successful virtual practice for
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coaching business online. In these episodes, I'm going to give you the best of the best when
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it comes to marketing sales, mindset, business growth in general to help you achieve those goals.
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So without any further ado, let's dive right in. What I want to share with you today is that you
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don't have an offer problem. You don't even have a lead problem. The single most important
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thing that is holding your business back and your offer back from growth is something everyone is
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aware of, but no one knows how to solve. It's called trust. And so today, I'm going to share
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with you why having an evergreen webinar funnel is the single most effective way to build trust,
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but not just build trust, but build trust faster. Because let's be honest, like you could build a big
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YouTube channel, you could have a large podcast. Those are the two best ways to build trust,
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but if I'm the honest, they just take forever to build. So I'm not saying don't do those. Like,
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you could certainly do that in conjunction with what we're talking about here. But if you want
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to time compress the journey, the sales cycle, if you will, from a cold prospect who doesn't even
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know who you are into paying you premium dollars, having this type of webinar that I'm going to
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walk you through here is the single fastest thing I have personally used over my 20 winners in
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business to make that a reality. So there's three things that I'm walking through in this video.
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One, we're going to talk about why you don't have a lead problem. You have a trust problem. How
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to fix that? Second, we're going to look at why most content and lead gen strategies don't actually
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fix that in the short term. And third, I'm going to show you three specific shifts. You have to
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have any webinar presentation to turn cold prospects into pre-sold buyers even before they ever
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speak with you. So let's talk about the first thing. You don't have a lead problem. You have a
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trust problem. Let's just use the example of somebody coming into your worlds and whether or not
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it's a webinar lead magnet, a book of culinary calendar, whatever the funnel is. There's a certain
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percentage of people that are taking that action with you and then they're not buying from you.
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And they'll use excuses like, I want to think about it. I want to talk to some of your clients.
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It's too expensive. These are all very nice ways of saying either they don't see the value or
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they don't trust you. So if you think of the contrast to that, if you had an offer that you put
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in front of your friends and family, assuming they could afford it and they saw the value,
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we know that that enrollment rate will be way higher. We also know that that's why enrollment
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rates are way higher from warm traffic than cold ads. It's the same reason why show rates are
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terrible with cold traffic relative to warm traffic. So people who know like in trust you already
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are, we know they're going to convert higher. So if we know that, then what's the point of simply,
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there's two ways of looking at this. You could say, well, it is what it is. I'm just going to throw
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as much lead volume at this situation as possible. And I'm going to deal with a 15% close rate.
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Or you could improve the efficiency of your funnel, specifically using the webinar that I'm
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going to show you here to improve the efficiency. So for the same amount of traffic, maybe it's
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not 15%, maybe it's 25%, or 30%, whatever the lift might be. And the only difference is that
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people are coming in and they already know like in trust you just a little bit more. So we can't
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just like throw more eyeballs at an offer. We have to really think about how do we improve the
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efficiency? How do we improve trust so that the same number of people coming in seeing that offer
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because if you don't do that, then what happens is you actually spend a lot more energy and
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time and money trying to shove people into an offer that's going to deal with more and more
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resistance. So that's the first thing we have to understand is we have to improve the efficiency
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of what's coming in because otherwise you're just going to have to make up for the lack of
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efficiency and volume, which is going to be way more effort on your time and way more wasted money.
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So the second point that I want to make here is that most content strategies are completely not
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going to help with this. They're completely backwards because when I talk about trust, I actually
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have a whole formula called the trust factor. I'm not going to get into it here. I have another
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video storm on the channel that talks about it, but one of the important factors in building trust
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is time. Time has two components, frequency, and duration. It's not to say that one or the other is
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more important, both are important, but where a lot of people go wrong is they focus primarily on
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the frequency piece, especially when it comes to content and specifically around short-form content.
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So if you were to post 10, 30 second reels on Instagram, think of how people consume that content.
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There's standing Atlanta Starbucks, they're scrolling through their feed. There's no intent.
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It's complete mind numbing doom scrolling. There's no, I'm going to go to Instagram and search for
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a solution to this problem. You're not building trust with people like that. At best, you're stopping
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the scroll, you're getting attention. Maybe they'll click over to your profile and kind of poke around.
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So Instagram and short-form content is think of it like a website. It's kind of like your second
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website compared to just like actually your domain. And so people when they kind of dive deep,
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will go to your Instagram, they'll kind of poke around your content. And yes, there's some people
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that will go down the rabbit hole and watch all of your stuff and they're like, man, this person's
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amazing. But for the most part, no one is choosing a doctor by watching a couple reels on Instagram.
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They're searching for depth. So long-form content is the only way, the only way to build trust
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in a virtual world. So the alternative is you spend all of your time in person with people and
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all the only way you can build trust with people is being with them, right? You can host dinners,
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you can have networking events, all of that stuff is hugely important and hugely powerful,
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probably the most powerful at building trust. But are you really going to do that? Is that scalable?
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No, not for most people. And if you did it, that's fine, but you can do that every day.
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So in person aside, when I'm talking about building trust and that scale, I'm talking about
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building trust online and why a webinar funnel is so powerful is because the only alternative
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to a webinar when I talk about depth is as I mentioned at the start is long-form content
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on YouTube and podcast. And the problem though is that that takes a long time to build,
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right? It takes a long time to build that traction. My first YouTube channel, we grew to more
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than 300,000 subscribers with that took me seven years. With health printer, we're at about 27,000
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ish, it's taken about two years. It's a slow build. Meanwhile, we actually didn't even start our
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YouTube channel until our business was doing multiple seven figures, which was built 100%
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on the back end of having a webinar. Let's just play this out. Even if you did have the podcast
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and you did have a YouTube platform, where do you send people off platform? Well, what smart
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people do is they send them to some type of evergreen webinar training that further moves people
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through the content into some type of conversion process. Short-form content only going to take you
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so far. Long-form depth is really what's going to help build trust. So again, I'm not discounting
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the power of YouTube in a podcast, but for the sake of time and brevity, if you want to shorten
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the sales cycle, having a webinar is the next best thing to make them that happen. So with that said,
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let's actually talk about the mechanics of a webinar and three important shifts we have to keep
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in mind in order to build trust with that asset. And then what I'm actually going to show you,
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I'm actually going to show you an example from one of my own webinar slide decks. And I'll show
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you exactly where each of these three shifts are happening. So you can see the nuance, because
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it's not enough to just put a slide deck together, right? Anyone can do that, but it's the under,
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like, it's the underbelly. It's the psychological undertones that really help you move things or not.
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So the first shift that we have to understand is that a webinar's goal is to shift beliefs
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not to teach. Okay? So I'm talking about shifting beliefs, not teaching the how. What I mean here is
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think of it like a documentary. If you ever watch a documentary, most documentaries, let's call them
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like health-related documentaries, they're not how to protocols. They're like, here's what the
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thing is. Here's the problem, right? Here's our approach to solving it. Here's why this is so important.
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You're thinking of your webinar like a documentary and we're trying to shift people's beliefs
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and we're not teaching them how to do something, because the point of the webinar is not to give away
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the protocols that only you know. It's to move people to a point where they have so much curiosity
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and tension that can only be resolved by working with you. But the value from your webinar,
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it doesn't necessarily come from how to information. It comes from the clarity and the ah-ha's
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you're providing somebody in the process. And again, stick with me for a few moments. I'm going to show
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you an exact example of this as we go through my slide deck. So the second shift is once you
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show them or reveal to them like, hey, this, this stuff that you may have been doing doesn't really
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work. It's not your fault. You're doing the best you can, but here's why this stuff doesn't work.
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So it's more like, you know, not this. Do this instead of type of thing. What that does are
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old-way new way. Okay. What that does is naturally increases curiosity for, well, what do I do instead?
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And so as you go through your webinar, you're going to be introducing your
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better way, your proprietary process, your solution. And what that has to do is it needs to instill
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hope. And in order for something to instill hope, it needs to be new or at least it needs to be
9:17
positioned as new indifference because the human brain is obsessed with novelty. And it will turn
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off in a second if it sniffs anything that feels like it's seen it before. So if you get into your
9:29
webinar and you're like, I'm going to show you the secret today to having all day energy. And then
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you talk about all this stuff. And then you get to the big reveal and it's like, get eight hours
9:38
of sleep per night. You're gone, right? Person watching that is like, I'm out of here. I've heard this
9:42
before, right? That's like, that's when you cannot do in a webinar in order for it to convert
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properly. So we're getting them to shift their beliefs around how things have been done to achieve
9:53
a certain result that haven't worked out. We're then showing them our segue and then to our
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better way, which instills hope because everything they've done up until now hasn't gotten
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the results because if it did, they would be watching your webinar. So that second piece is very
10:07
important because you have to introduce a new mouse trap if you want to thank you for that way.
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Hey, hope you're enjoying the show so far. Just popping it real quick to let you know that I am
10:14
on Instagram. If we're not connected yet on the good old I and G, hit me up. I'm at health
10:21
printer, not any of the other fake accounts, but just at health printer. Be sure to follow me on
10:26
Instagram and send me a DM and let me know how you like the show or really anything else you need
10:30
help with to grow your virtual health practice or coaching business online. So once again,
10:34
that's at health printer on Instagram. In the meantime, let's get back to the show.
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And the third ship that we have to have in a webinar is you have to sell the desired self-image
10:44
of your perfect clients. When people recognize that something is not for them, they actually want it
10:50
more. So it's not to say that you're not you're not trying to like not sell people obviously,
10:54
but you're trying to let them know like this, like you're painting a picture throughout this
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training this webinar that is going to subconsciously for them appeal to the self-identity that
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they're aspiring to. So as an example, one of the things that I've used, I've used many versions of
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this and I bake it in through the whole webinar, not just at the end, but I'll show you an example
11:13
of how I use this at the end. So I use something called the two futures model, which actually I learned
11:17
from my good friend Simon Boen who's amazing with models and drawings and stuff. And at the end,
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we talk about two lines, right? So you've got the green line and the red line. Now the red line,
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it's like, listen, if we look at where we are now compared to what you're from now, there's two
11:30
past two ways that's going to go. You're going to keep doing what you're doing. You're
11:32
going to end up on the red line and you're going to end up nowhere because trying to get different
11:35
results from the same process is obviously not effective. But what winners do, notice the term,
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what winners do, what people who succeed do is they take the green line and they simply ride that
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wave up. Now here's the thing. You're already on the green line because you've taken a time to
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watch this webinar with me today. And that tells me you're the type of person. Notice you're the type
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of person that values success, that values winning, that values like actually achieving a goal.
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So because you've already taken the first step, the only thing you have to do now is stay on the green
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line. And so the next step after we get off the training is to simply book a call for our team.
12:06
So that's an example of how we can use selling the self identity. I've said you're the type of person
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who you've already done this thing. And all you have to do is keep congruent with that thing.
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You're already on the green line. Just stay on the green line. Okay. The self image is a very,
12:22
very important thing to understand when it comes to selling anything, coaching transformation,
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because you're not selling deliverables. You're not selling a number of coaching calls or modules.
12:31
You're selling a version of your prospects future self that they want to become.
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Okay. So I'm going to walk you through a couple different aspects of this slide deck. So what
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you're actually seeing is the keynote presentation. You'll notice that my slides are really ugly.
12:46
Whites, background, black, text. Okay. So it's really very simple. Okay. So here's the deal.
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When we go through a webinar, one of the things that we talked about is we have to start shifting
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beliefs, right? So I've said, okay, you're this type of person. You're a practitioner. You're not
12:59
really enough clients. You're stuck in the 101. You don't have a predictable way to get things
13:02
going and you're not sure how to turn the ship around. So I'm identifying with where they're at.
13:06
So then I introduce what we call a real problem. And the real problem here is something that needs
13:10
to be introduced as novel as difference, etc. So what we're saying here is you're stuck in the
13:15
excellence trap. Okay. Well, what does that mean? Basically, what we're saying is that you assume
13:19
that being great at what you do would naturally set you apart. But the reality is it doesn't matter
13:24
how good you are if no one knows who you are. So that's the premise of this webinar. You know,
13:29
we have this image of like a doctor, like, you know, with a bear trap type of thing. And then we
13:34
further that by saying, Hey, excellence doesn't make you stand out online. It actually makes you
13:38
blend in or easier to blend in. It's like, and here's why. So watch the, like, the logical flow.
13:43
This was a list in a brick and mortar. Most experts haven't had to promote themselves, right? Like,
13:47
people fall in your lap, right? People refer, you know, you have a sign out front people walk in the
13:51
front door, etc. So they stop by blah, blah, blah. So this way, generating new business is like
13:56
riding an e-bike feels great in the moment, but it actually weakens you in the long term. So a lot
14:00
of it, again, in my experience, a lot of health practitioners become successful in spite of
14:04
themselves. They actually don't learn how to mark because they don't have to. They open up their
14:08
door and people just kind of walk in. But that actually weakens them very much like riding an e-bike.
14:12
It feels like it's going great until you actually have to ride a bike and then you're screwed.
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So it attributes the business muscles. Ta-ta-ta-ta-ta-ta. But I'm saying, okay, cool. The online world
14:20
is very different. It rewards not the best, but the best known. And now you don't know how to
14:25
become the best known because you've never had to build those muscles, right? And now we're saying,
14:29
like, listen, let's qualify TikTok influencers or getting all the people and you're like,
14:32
how the hell is this happening, etc. The excellence trap keeps you working harder than ever with
14:36
the little show for you. Think that just getting more certifications is going to help. It's not.
14:39
So we're basically saying it's not about being the best. It's about being seen,
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trusted, and positioned the right way. Okay. So let's look at the content. Then I back it up with
14:47
some proof. Blah, blah, blah, blah, blah. Introduce my story. Ta-ta-ta-ta-ta-ta-ta-ta-ta-ta. Okay.
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And I'm like, listen, I was in the same position. I was amazing on what I did. No one knew I existed,
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took me forever to figure out how to do this stuff online. I did all this stuff, didn't work until I
14:58
figured out this one thing. So here I paint the story of like, okay, well, what is this excellent
15:03
trap anyways? I'm like, listen, like you went to school, you fought that a lot of money, you spent
15:06
years in school. Yay. And then you open up a clinic and you're like, what the hell do I do down?
15:10
And you're like, uh, and then it feels like everything, like you're dragging your patients along
15:14
because everything's 101. You still have all these bills to pay and you're in full. Like you're dead.
15:17
It feels like you're drowning. Blah, blah, blah. And when you stop working, you don't make money,
15:20
and it's exhausting. And then you can only make so much money because of your time. And it's like,
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oh my god, that's totally me. So I'm basically saying, all that stuff is not going to get you to where
15:28
you want to go. Okay. So now is where we start to get into some of these shifts. And so the first
15:34
thing, and I think it kind of follows from what I've been just been saying, is they draw credentials
15:37
of don't equal clients. So notice this, if you watch this, you're like, oh, that's like,
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I've not heard that before. Credentials don't equal clients. Huh. And this basically backs up what
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I just been talking about. Okay. So like, blah, blah, blah, feel the dreams doesn't exist online.
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You set up a website, you set up an Instagram profile, you set up a webinar. Cool. No one
15:59
knows it exists. So the feel the dreams online doesn't exist. All I'm trying to do here is I'm
16:03
getting someone to understand, like I can't keep doing things the way I've done them in person. I
16:07
have to do things differently. If I actually want to grow this business online, then I support this
16:11
with what I, you know, a bunch of different things. One is called the mirror exposure effects.
16:15
The more people see the more they trust you, et cetera. Talk about presidential campaigns where
16:19
the candidates who at the most meet the exposure ended up winning. Blah, blah, blah. Okay. And then I'm
16:24
talking about how social is like, you can post all you want, but notice here and stuff. So that's
16:27
that's exhausting. Okay. Problem too. So this is the second piece of content. Trust is earned,
16:32
not given and more so online. Okay. So what does that exactly mean? I think this, you know,
16:37
is interesting. I'm basically saying here, trust in person is neurotic online. It's like very,
16:41
very different. Okay. What we're talking about here is actually kind of like what I'm talking about
16:45
in the slide deck a little bit. So I'm talking about how like if you want to really connect with people
16:50
like in this kind of fashion, you have to really understand them. Like empathy, messaging,
16:53
all that stuff is very important. Now I'm not just like, I'm just going to pause here for a second.
16:57
I'm not just sharing a random ideas. What I'm sharing here, visibility, empathy, which is essentially
17:03
messaging, these are the pillars through which we start to help our clients when they work with us.
17:09
Right. We're going to help them get visible to click the button. We're going to help them improve
17:12
their messaging that connects with their ideal clients. So this is very important. You have to make
17:17
sure your content aligns with the solution you're ultimately providing. And then I talk about being
17:22
a specialist non-generalist, case studies, blah, blah, blah. Okay. And then probably three.
17:27
Posting more doesn't equal more clients. And so we talked about the content marketing
17:32
fallacy. We actually had this image drawn up with AI. It's pretty cool. It feels like you are
17:37
peddling on a bicycle in an F1 race. That's what playing the social media game feels like. And so
17:43
this visual is actually pretty cool. It's like thinking or riding a bike faster is going to help you
17:47
win an F1 race. It's not going to. You simply need a better vehicle, right? We're going to make
17:52
sense to just have an F1 car instead of a bike. So now what I'm doing is I'm selling the vehicle.
17:56
I'm not saying pedal harder. I'm saying you need a better vehicle. Okay. And then I'm talking about
18:01
how my previous business I did all that stuff. And it was a friggin exhausting nightmare. And then
18:06
et cetera, et cetera, et cetera. Okay. So now we introduce our proprietary process, our better
18:11
way. It's called the perfect client pipeline. And this is what it looks like. So we run ads to
18:16
webinar, right? It's our breaking us down to an application to a phone call, et cetera, et cetera.
18:21
And then I back this up with proof, proof, proof, proof, proof, proof, proof, proof, proof, proof.
18:27
And then without this, you end up suffering, et cetera. In 55 minutes, it's amazing what can happen
18:34
when you get someone to be like, holy cow, this person actually gets me. They're like in my head,
18:39
they understand exactly what I'm going through. And they're introducing problems and solutions
18:44
that I've never heard about before. At least not the way they've been positioned. When you have this,
18:49
that's how you get people kind of like stuck in. And you could say, well, I mean, aren't people
18:53
going to tune out for sure? That's the whole point. I don't want 100% of people to the end. I want
18:57
the right people at the end. Maybe that's 5%, maybe it's 10%, but those people have consumed this.
19:04
And what you'll find with the webinar is you'll get people on a call and they're like,
19:06
hey, listen, I'm not the type of person that watches webinars, but I watch yours like two or three
19:11
times. So that's why this is so powerful for building trust. So when we look at, okay, we got to
19:17
get people coming into senior offer, got to get eyeballs on it. Because that's how you're going to
19:21
grow your business. But if you don't have a mechanism for building trust with people, think of it
19:26
like the catch all wherever you're sending people from, they all go into this one bucket, which is
19:32
your webinar. And your webinar's goal is to filter out the wrong people and indoctrinate the rest,
19:36
to indoctrinate. And I use it on the nacesway possible and build value with those people so that
19:42
by the time they speak with you, they already know they want to work with you. So all of that to say
19:46
to wrap this up with a nice bow, you don't have a lead problem, you have a trust problem. If you
19:51
solve the trust problem, at least in this case with an evergreen webinar funnel, you will have
19:55
higher conversions. So when you have higher conversions, you can send an endless amount of traffic.
19:59
So if you want to see a little more of a deep dive nuanced video around how we build out our webinar
20:06
step by step using our proven six step framework, check out this next video. I think you'll enjoy
20:12
even more than this one. I'll see you there.
20:42
Until I hear from you, all kidding aside, I would really appreciate a rating review,
20:46
because as you know, the more people know both this show, the more people we can help,
20:49
and your ratings and reviews make a huge difference. So thanks for hanging out with me once again,
20:54
and I look forward to seeing you in the next episode.