The invisible funnel is a strategy to offer high quality webinars, where participants pay only after of having watched the seminar, and only if they really consider the content to have been worthwhile.
How does the invisible funnel work?
First, we direct traffic to a web page that uses what we call the "traffic flow".Magic Bullet Script". This script is designed to capture attention and get people to register for the webinar. To register, participants enter their credit card information, but they are not charged at that time.
They then attend the webinar, which usually lasts three to four hours and is full of valuable content. At the end of the webinar, if they feel the information justifies the cost, they are automatically charged the next day. If they are not satisfied, they simply send an email before a specific deadline to avoid the charge. This format allows people to try the seminar before making a financial commitment and gives you the opportunity to showcase your best content from the start.
At the end of the webinar, you can offer a soft sell, inviting participants to a request page to access high-level products or services you offer.
The Registration Script: The Magic Bullet
The "Magic Bullet" is the key promise you make to participants: you assure them that, if they don't get a specific result from the webinar within a certain time, they won't have to pay anything. This clear and forceful promise is what will attract interested parties and motivate them to register.
In the world of direct response marketing, there's a saying that goes: "You have to sell it, even if it's free". This also applies to webinars where participants are allowed to "try before they buy". For this concept to be effective, the registration script should be short, punchy and last between two and three minutes.
Wishes at the forefront of their minds: Begin the script by awakening desire in the participants. Make them yearn for what you are about to offer them. Pose questions that invite affirmative responses, focusing on common desires and needs. Depending on your audience, you may choose questions that bring them closer to pleasure or further away from pain.
Examples of pleasure-oriented questions:
- What if you could plug any book into your brain, instantly download that knowledge and implement that information into your life?
- Would you like to learn a new language quickly and easily?
- Do you want to discover how to earn money more easily?
- Are you ready to score high on your next exam?
Examples of questions aimed at avoiding pain:
- Have you ever felt like the only person in the world who can't talk to someone you like?
- Do your hands get sweaty when you walk into a room full of people?
- Is your heart beating so fast that it feels like it could burst out of your chest at any moment?
- Does fear of humiliation keep you home alone at night?
These questions create an immediate emotional connection with the participant. The last question should be something like, "Wouldn't it be amazing if...?" or "Wouldn't it be great if...?" to close this phase of the script:
- Wouldn't it be amazing if you could learn something almost instantly and retain it for much longer?
- Wouldn't it be great if you could walk into any social situation and feel completely at ease?
- Wouldn't it be wonderful if you could eat whatever you wanted every day and still lose weight?
Introduction:
Then, introduce yourself and the idea behind the Magic Bullet that you will offer during the webinar.
"Hi, I'm Russell, and those are questions I used to ask myself as well. Imagine if you had that ability - what would you learn, what information would you want if you could instantly download it into your brain?"
Point out frustrations: Your prospects have probably already tried to solve their problems without success. It is essential that you let them know that their frustrations are normal and that you have experienced them as well. Instead of listing their frustrations directly, share yours, as they are likely to be similar.
"Unfortunately, gaining knowledge is not as simple as plugging something into our brains. We need to find time, an hour or two, to open a book and read. Even if we read fast, it can take days to get the information we need. And if you try to speed up the process by using the Internet, you'll soon be overwhelmed by millions of pages on whatever subject you want to study. Information overload? I've been there, too."
My Magic Bullet: Now it's time to present the amazing solution you're selling. Tell participants about the concrete benefit they will get from attending your webinar. An effective Magic Bullet makes the rest of the sale a breeze, so take the time to create the best possible solution. Here's a simple structure to present it:
"You will get [specific result] in [short period of time], or you will pay nothing."
The more tangible the result, the better. Describe how you discovered this solution and the impact it has had on your life.
- In the dating niche: "Get a girlfriend this weekend, or you pay nothing."
- In the weight loss niche: "Try my three-day detox and lose seven pounds, or you pay nothing."
- In the speed reading niche: "Double your reading speed in four hours, or you pay nothing."
To maximize impact, expand on the idea of your Magic Bullet and share a personal story about how this solution has worked for you.
"Like you, I too struggled with reading, until I discovered the secret. I met a man named Howard Berg at a seminar. He spent just a few hours with me, and I was able to almost instantly double my reading speed! I started telling my friends, family and colleagues about what Howard did for me; what happened next surprised me. Some were PRAYING to meet him so they could double their reading speed... Others were very skeptical that it was possible. So I issued them a challenge... the same one I'm going to offer you now. Pay Howie a hundred dollars, and I guarantee he'll double your reading speed in an afternoon. From that moment on, you'll have a skill that will serve you forever."
Don't worry (Test): After you have introduced them to the Magic Bullet, it is crucial that you remove any psychological barriers they may have to registering. Reassure them that they have nothing to lose by participating in the webinar.
"I know this sounds amazing, and it's natural that you have doubts. That's why I'm offering you the opportunity to join the webinar with no strings attached. If you're not completely satisfied with what you learn, simply let me know, and you won't pay a dime."
Reversal of risks: Now, further reduce the risk to the participant. Make them feel confident that they are not taking any risk by signing up.
"Also, if you don't see quick, tangible results, not only will I not charge you anything, but I will refund your money for the time invested. I am so confident that this strategy will work for you, that I assume all the risk."
Closing: Finally, conclude the script with a clear and direct call to action, urging prospects to sign up immediately.
"So what are you waiting for? This is your chance to finally get the results you've always wanted, without any risk. Click the link below, register now and start transforming your life - see you at the webinar!"
This approach ensures that your prospects feel they have nothing to lose and much to gain, motivating them to take the final step of signing up.
Webinar Content with an Invisible Funnel
To create an effective invisible funnel webinar, it is crucial to structure the content strategically, ensuring that it guides participants to the desired action. Here's how to structure your webinar:
1. Re-tell Hook (Reaffirm Hook)
You have gotten participants to register for the webinar using the "Magic Bullet" script, an approach where you allow them to "try before they buy". Now, you need to remind them of the rules of the game during the presentation. Reaffirm that at the end of the training they will receive an email where they can decide whether to cancel payment or continue.
2. Tell them what they will learn
Begin by providing an overview of the system or concepts you will be teaching during the seminar. This not only sets expectations, but also prepares attendees to receive the information in a structured manner.
3. Content (for each piece of content)
For each content segment, follow this structure:
- What is it?Give each piece of content a memorable and easy-to-remember name. This helps the concepts stick in the minds of participants.
- ParableTell a story that illustrates the concept you are teaching. Parables are powerful because they make the content more accessible and easier to remember.
- Teaching the ConceptExplain in detail the concept, breaking down the "nuts and bolts" (details). This is where you introduce the theory behind what you are teaching.
- Real Life ExampleProvides practical examples of how the concept works in real life. If you have case studies, reviews or testimonials from successful customers, this is the time to present them.
4. Summary
After each section of content, summarize to remind participants of what they have learned. This repetition reinforces retention of the material.
5. Link to Value
Help participants understand the true value of the information they have received. This includes:
- How much money can they earn?Project how much they could increase their income by implementing what they have learned.
- How much time could they save?: Shows the impact in terms of efficiency.
- Emotional valueHighlight the emotional benefits, such as avoiding embarrassment, stress or pain.
Make sure they understand that the knowledge acquired has real, tangible value.
6. Was $_____ Worth It For You?
It's time for participants to decide if the webinar was worth the price. Invite them to reflect:
- If they believe they do, they do not need to do anything and will be billed the agreed amount.
- If not, tell them that they can send an email before a specific date to cancel the payment.
This risk reversal reinforces trust and decreases friction towards conversion.
7. Transition to the Offer
Here you enter the possibility to get personalized help. Briefly mention:
"We've covered an awful lot of information today, and some of you may be thinking about how to get help implementing all of this. am I right?"
Offer your personal training program, explaining that it is a significant investment due to the personalized attention you offer, and that you only have limited spaces due to the intensive nature of the service.
8. Choose your Closing
Depending on how you prefer to close the sale, choose one of the following options:
- Web SiteProvides the URL where participants can pay for the training.
- Free ApplicationIf it is a free application, make it clear that there is no application fee.
- Request for PaymentIf you charge for the application, please specify the amount and the payment process.
9. Simple Three-Step Closure
Make a soft sale, indicating:
- WhatExplain what your training or consulting service consists of.
- WhyReasons why they should apply, highlighting the benefits.
- How toIndicates how they can apply, providing clear and simple steps.
In conclusion
Webinars with invisible funnels are an excellent way to introduce people to your ladder of courage for free. Make sure you provide so much value that attendees feel the need to advance to your higher levels of offerings.
With this structure, your webinar will not only capture the attention of attendees, but also effectively guide them to the desired action, maximizing conversion and the perceived value of your offer.
You can easily create this type of funnel with ClickFunnels, which offers you a 14-day free trial.
If you already have a WordPress site and you want to create this kind of funnels you can try with CartFlows.
If you prefer to focus on other areas of your business and you think these funnels can be beneficial, but you don't have the time to test these types of tools, I can help you. I can become an extension of your team, integrating these tools into your strategies.
