5 Ways to Reduce Cost per Lead (webinar)


We’re on a mission to make webinars sexy (and profitable) again.

Let’s talk about what REALLY matters for a successful webinar: low cost per lead, high profits!

Episode 2 cuts through all the marketing BS and tells you the 5 ways you can get more people signing up for your webinar – at a cheaper cost per lead.

If you’re looking for a very sexy profit on your webinars, then start here.

You will discover: 

  • The first and most important element of marketing that most people forget 
  • The simple way to differentiate yourself and make people remember you. 
  • The costly mistake people make when advertising on social media 
  • The one tip that could double your Webinar page’s sign up rate 
  • How to guarantee your video ad will work

In this episode, we want to focus on the number 1 thing that’s on the mind of many of our clients who run webinars, which is how to reduce the cost per sign up for their webinar. So in this episode, I will reveal five battle tested strategies to slash that cost per lead so you can make your webinars.

#1 Get clear about your target market

Now, what do you need to get clear about your target market?

First of all, you need to clarify who they are, where do they live and how old they are, and perhaps you want to think about what kind of family do they live in are they empty nesters? 

Do they live in a standard family with two kids or are they a single grownup person? 

And this is also important because this will determine what kind of core values they are likely to have because their core values are also important. 

Do they actually value money or their careers more than they value their health and their relationships?

Or maybe they value their political views very strongly? 

So the other thing you want to discover is what kind of hobbies do they engage in? 

For example, if they like football, then you might want to look at what kind of football club to target in your marketing. And if they like golf, for example, you might want to target those areas where there are golf courses so that you can actually reach your target market.

And more importantly is what actually keeps them awake at night. Is it problems with their relationships? 

Is it problems with their finances? 

Are they worried about the future and what are they worried about in the future? 

Or is it something in the past that really bugs them at night?

Because if your product or service can provide relief or solve that problem for them, then you have a winner.

The other thing is you want to check out what other solutions have they tried before. For instance, they might have gone to some other coaches and what is it about those coaches that they try and it didn’t work? 

And ultimately, what is it that they actually desire? Is it like pain free life? Is it financial freedom?

What is it that they desire that your solution can help provide? 

Now you’re probably thinking how you can use this in your marketing. The key here is to find your market to message match because once you find a good match, that is the one key to massively shaving your cost per lead. 

This tip alone has helped some of our clients shave up to 70%-80% off the cost per lead for their webinars.

#2 Make yourself stand out

In order to make yourself stand out, first of all, you got to check out what your competitors are saying and what they’re doing. So go and check out the websites, check out the ads. 

  1. What do they say in the ads? 
  2. What are they offering? 
  3. And what is their unique marketing position?

Because we don’t want to compete head on with the big guys. 

So imagine you going and competing head on with a big guy like Tony Robbins and saying the same thing, because that is like committing marketing suicide, right? So I wouldn’t suggest doing that. 

So what you want to find out is how your solution can be different from this.

And perhaps also think about what controversial stance you can take Robert Kiyosaki, one of the controversial stance he took was that “you don’t go to school if you want to be rich.” 

One of our clients called Vince Tan, he says that “You can start your business by selling a product before you even make it.”

That is, is his controversial stance. So if you only got one thing today from this podcast, what I’d like you to remember is this:

Don’t copy your biggest competitors, but find a way to be different to them and everybody else.

#3 Write specifically for each platform

What I mean is if you’re a good copywriter, please take those traditional copywriting principles and adapt them to each individual media that you are writing for. 

“But if you have an ad that works on YouTube, it should also work on Facebook and TikTok, right?” 

Thanks for asking the question, Doubting Debbie.

I thought the same too, but sometimes what works on one social media channel, for example, doesn’t always work on others. It comes down to user behavior for each specific platform. 

For example, on Facebook, on Instagram. It’s a more social setting, right, because people like to go there, hang out with their friends, find out what their friends are up to, that kind of stuff.

So, in this case, you need to talk like you’re at a party. Take traditional copywriting principles, but do not write like a traditional copywriter writing a sales letter. 

You need to write it to adapt to the environment that you’re in. So on Facebook, for example, you don’t really want to come across with hard hitting direct response copy.

You might want to go softly and say, 

Hey, have you discovered this new thing? That’s really trendy right now, because that’s the way people talk at parties, right?” 

So that’s what you want to do when you’re writing for Facebook and Instagram. You want to come across more softly. You want to come across as if you’re at a party and you’re going to people, 

Hey, I discovered this new awesome thing. Come check it out. 

Whereas if you’re advertising on Tik Tok, for example, you might want to use very creative video ideas. With a lot of demonstrations and a lot of transitions in your videos and YouTube, of course, you have your own formula to persuade people to take action. 

What this means for you is this, you need to familiarize yourself with each social media and each channel and do not assume ads that work in one media will automatically work in others.

#4 Your ads & landing page must convey a congruent message

This is a silent killer, and most people don’t even know about it. 

So what do I mean by having a congruent message?

That means your ad and your landing page needs to have a similar or same message.

Let me give you an example. 

Maybe on your ad, you may say,

How do you discover and negotiate properties that are below market value?

Yet on the landing page, you might say, 

Discover the property hotspots in my free webinar.

In this case, the message on the ad and the landing page is not congruent. 

So what you need to do is to make sure that both your ad and the landing page has the same message, which is

Negotiate and buy properties that are below market value.

And the next thing is to ensure that your color scheme and your imagery is congruent.

Meaning if in your ad, you’re using cartoons or illustrations, make sure that on the signup page, you’re also using the same kind of colors and imagery. 

And also the other thing to take into consideration is the tone of your copy.

So if you are writing your ad in a very fun, conversational tone, make sure that that carries over to the signup page. 

This podcast is hosted by Terence Tam, author of Lead Surge: 8 Radically Effective Marketing Funnels for Coaches and Experts. He is also the Founder of Radical Marketing, a digital marketing agency that partners with high-ticket coaches to scale their businesses with Webinars – by using a proprietary blend of story ads and battled-tested sales funnels to achieve better returns on ad dollars.

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