Stacks and secrets and sales – oh my! We’re talking all about webinar content today, because I firmly believe that your webinar can be a huge driver of sales if you set it up right. If they check certain boxes for the audience and are structured in a certain way, they can really help your audience break their false beliefs about your niche.

“You’ve got to help people break through objections.”

– Jacques Hopkins

David and I had a lot of fun discussing the ins and outs of my webinar and what I’ve learned over the years of working on it. Once you understand the basic structure of how to do an effective webinar presentation, you can apply this knowledge to just about any niche!

In This Episode, We Talked About:

  • (1:44) Life updates and recent events
  • (4:03) Facebook communities and why I’ve been going live more often
  • (9:24) A book recommendation and update from David
  • (13:29) The Win of the Week
  • (16:58) My top 4 favorite tools
  • (17:35) Do webinars work?
  • (20:53) Webinar icebreakers and presentation openers
  • (22:12) Incentivizing attendees to watch the whole webinar
  • (24:14) How to use an epiphany bridge
  • (26:46) The importance of stories
  • (27:20) Creating “The 3 Secrets” from false beliefs, with examples from my niche
  • (31:24) How to deal with skepticism
  • (32:20) The 3 types of false beliefs, with more examples
  • (37:29) Transitioning into selling
  • (39:11) “The Stack” for webinars
  • (42:54) How to do a price reveal
  • (44:45) Storytelling to combat false beliefs
  • (47:45) Ending your webinar + thoughts on webinar length
  • (49:24) Wrapping up

Thank you for listening in – I hope you enjoyed what you learned! We’ll be back with another episode soon of The Online Course Show soon.

Jacques Hopkins: Regular people are taking their knowledge and content, packaging it up in an online course, and they're making a living doing, but not everyone is successful with online courses. There's a right way. And there's a wrong way. And I'm here to help course creators actually succeed with online courses. Hi, I'm John Hopkins and this is the online course show.

And off we go. Welcome aboard. Glad you're with us. This is the online course show. I'm your host Shak Hopkins. And here with me is our cohost David Crosy.

David Krohse: Tickle, tickle, tickle on your tympanic membranes.

Jacques Hopkins: Are you saying that? Cause you're a chiropractor.

David Krohse: There's a little anatomy in there, but no I've been. I'm going to share with the listeners. When I first joined his cohost jock the first day, he's like, you gotta come up with some cool, like signature thing to like start the podcast with. And I just sat there thinking like, I'm not cool. And all I could think of was like the old, like bud light or Budweiser slogans from the secret. I'm like, what are you I'm like, what do you want me to say? So anyways, I've been sitting on that one for like two months now.

Jacques Hopkins: Just broke it out and you know, I broke it out. I'm also thinking like, I've always introduced you as David Kersey, but I mean, technically I should be saying dr. David Crosier dr. K or something. I mean, I've got to give you some, some the correct love over there. I mean, You didn't just, you're not just some random guy. You got the dr. In front of your name. There you go. By the way, I haven't finished my intro. Let's go. And we're excited to dive into all things online courses with you today. People listening to this episode with the first time are not going to get the authentic intro and that's okay. That's okay. Hey, by the way, David, do you hear that? Listen. Do you hear that?

David Krohse: What's that?
Jacques Hopkins: Do you hear.

David Krohse: It? No.

Jacques Hopkins: Bro. The kids are at camp today.

David Krohse: Oh, very nice.

Jacques Hopkins: That sound is silence for the first time. In like three months, the kids aren't running around screaming right outside my door.
David Krohse: I can't believe summer camps still happening. That's exciting.

Jacques Hopkins: Yeah, it is. You know, there, there's obviously an abundance of cautions they're doing as far as even the kids having to wear masks. So we send them off and you know, the camp is like literally down the street, like it's the it's it's in our neighborhood. It's where my kids go to school. So we feel very comfortable about it. We're right here if we need anything, but yeah, they're in case it's, it's so bittersweet because we obviously had such a great time. You know, we tried to make the most of the situation, but you know, over the past two to three months, I haven't been able to get as much work done when I do get work. There's a lot of distractions. So today is day one of the kids back in camp, and it's very quiet around here today.

David Krohse: Yeah, well, hopefully my side is quiet too. I saw where a tropical storm, a crystal ball took out one of your trees. It has reached the middle of the country. So actually just before the podcast, it started down pouring and we're supposed to get like close to three inches today and there's tr there's flash flood warnings. So did you get your Magnolia tree taken care of?

Jacques Hopkins: Yeah. So for those who aren't aware, I'm down here in Louisiana, we're both in the United States and David, I believe you're in Iowa, so you're, you're further North than me. And yeah, we had a tropical storm come through here a couple of days ago and it took down one of my Magnolia trees, which to be honest with you, it was leaning.

It was, it was on its way out. Anyway, I've been looking at that tree for a couple of years. We were like, I really should do something about that. And this little, this little store was the one that, that did it. So it, it fell. And honestly it fell. In, in the perfect direction, any other direction would have caused way more damage.

And so it's just kind of leaning on my shed right now. And the company I've used before for tree stuff is coming out to take it away in a couple of hours. So could have been, could have been much, much worse, and I hope everything goes okay for you guys up there further North with this storm. Yeah.

David Krohse: Well, what else has been going on in your online course.

Jacques Hopkins: Mandates? I mean, It's it's there. It's, it's working, it's making sales, it's making successful students. People are learning the piano and that's all I could ever, ever ask for. And by the way, we haven't even, I haven't even like teased the, what we're talking about here in this episode. So let me do that real quick today.

We're going to be talking about. Webinar content. And this is something I haven't really gone too much in depth on yet, but webinars are a great way to sell your online course, whether live or evergreen, but what acts, what do you talk about for an hour or two hours? Like what is actually in the webinar? We're going to get into that in a little bit. Dr. Crosy what's been going on with you.

David Krohse: Not too much. And there were a couple things I wanted to share with the listeners. First off as the resident, Facebook addict, within the podcast hosting, I noticed that probably most of us, anybody who has a course and also has a Facebook group, I think that we're making like kind of a Cardinal sin and that's that we're failing to teach people how to actually see the group at the top of their feed and prioritize it.

So essentially I was looking at, in my own situation and this kind of has to do with you Jack, but I saw that you were in this other challenge where you are sharing wisdom about how to create a course. And most of the videos in this challenge were hosted within a group. And so I joined the group and then it rolled around to the day when the challenge started and nothing was showing up in my feed.

And so I looked, it looks like I'm a little bit of a Facebook group slut. I'm in like 150 groups. And Facebook only shows me information from like two of them. And so I dug in a little bit like, so essentially what I would say, especially like with jock, I mean, you've, you've said that the average age of your course member is probably over, over 50 years old, potentially. So there may be.
Jacques Hopkins: Not of course, right.

David Krohse: For your piano, of course is not super tech savvy. I would say that you should be sending out an email that says. How to see posts from the group and be involved in the group. Essentially the three steps would be first that they should pin the group. And that's going to put it on the left.

If they're looking on a browser or there's a tab at the bottom of my mobile app, where if you click into the group setting, you can see that you can modify notifications. So I know that you would frown on the push notifications, but. When they go into the app, they can set it so that they would get periodic updates.

And then the third thing is to encourage people that, Hey, if you want to be involved in the piano in 21 days, community, you need to like, and love and comment on people's posts, like encourage them, give feedback. And all of those things will, will gradually make your group more. More enticing to people.

More people would be involved. And if people don't do those three things, they join a new group and they're never going to get to see any information on that.

Jacques Hopkins: I love it. I've got a bonus tip to share with people, but those, those are really great. I love Facebook groups and I've got two that I run that I'm the admin for, that are really love. One is to support. This, this podcast basically, and online course creators, and that's the only course community and many people that listen to this are there already. And I'm very thankful for, for that. And if you're listening to this and you're not there, definitely check that out. Just search for the online course community on Facebook.

The other Facebook group that I have is four and that one's free. The other one I have is not free. It's. For my piano students. So anybody that's ever paid for piano in 21 days is in a Facebook group called the piano in 21 days student center. So those are definitely some, some good tips that I can share with, with them. Because one concern I have is when I put something out there, it's like, well, is everybody going to see it? No, but yeah. One. So the bonus tip that I have, that I would, I would add, and this is something I've been doing lately is just like random live videos. I think, I think that Facebook definitely prioritizes live video.

So lately when I have like a small little announcement or something, I just want to share with the group, instead of making a text post, or even a video post, what I do is I just go live and, and I just say, Hey, what's up, everybody coming at, you live from piano in 21 days headquarters. I wanted to share something with you today. And I just explained it on a live video and, you know, maybe only three people tune in live because it's only three or four minutes long. And by the time they get the notification or see that I'm actually live it's too late. That's far. That's not my point. Once I'm done recording live, the video is there and the engagement interaction, and people actually seeing that video is so high and it's higher than just a prerecorded video even. And it's definitely higher than a text.

David Krohse: Post. Exactly. But yeah, I was just thinking like, I mean, we would never send emails out and not try to have them not land in the spam filter. But again, if you're creating a group and you're not taking some steps to get people, to actually see the group content, like that's a missed opportunity.

Jacques Hopkins: Well, I appreciate that, David. I am going to take that advice and hopefully other people listening to this well as well. Cause I know, I know we have obviously plenty of course, graders listening to this aspiring course creators, but those that, that have courses, a lot of them have Facebook groups as well.

That's just kind of a good thing to do. A lot of people do it and. I personally love it. There's other there's other community platforms, but I do my community quote, unquote, my communities on Facebook groups. That's where my stuff is now. What else, man, anything else going on that you want to share?

David Krohse: Well, last episode, I shared that I'm working on this course for just people in my community to learn more about me, me to share value with them. And ultimately, hopefully some of them come in as chiropractic patients. I think the single most valuable thing that's going to be in this course for potential patients, people in my community is where I share about a book that I truly believe is the most valuable book. Probably everybody needs to read. So I'm curious to hear if you've read this, have you ever read the book how to stop worrying and start living by Dale Carnegie?

Jacques Hopkins: No, the only Dale Carnegie book I've ever read is, is how to influence friends and know what is it? Win friends and influence people. Yeah, I read that one, but I haven't read any other Dale Carnegie books.

David Krohse: Okay. Well, I'm going to tell just three quick stories, but I mean, everybody, like, whether you feel like you deal with worry, anxiety, depression, I mean, if you are out there and you think of. You know, Jack just said, go do a Facebook live and your heart rate spiked. I mean, clearly you need to read this, but really it would be everybody the way that I learned about this book, this is probably back in 2011, but.

In the reception area of my office. It was in the month of November, we put out a clipboard and we asked people to write down the book they're most thankful for. And it was just a fun thing. People wrote down different books than if you ask them, like, what's your favorite book? But I had this guy come in and this guy, just, if anybody seemed like they had the world in the Palm of his hands, it would be this guy like.

Picture perfect family. He owned his own like business and then his hobby was he's the pilot that actually took skydivers up and let them jump out of his plane. And so this guy just seems so in control. So confident he wrote something down on the clipboard and he came back into the room with me and I was like, what'd you write down?

And he said, how to stop worrying and start living. And. He just shared with some about it, but just that contrast of this guy, that seems like, like the most confident guy ever, that's his most powerful book, his book he's most thankful for it. I was like, I'm going to read it. And I read it and like seriously, over the next few years, I share this book with somebody once every two weeks, I would say on average, the second story, my wife, when she was going through nursing school, she ended up with this practical exam instructor that was just giving her anxiety was cruel and the way that she corrected my wife.

And I could see my wife had adored anxiety and panic attacks. I encouraged her kind of force my wife to read it girlfriend at the time. But I asked my wife recently, like, what'd you think of that book? And she was like, I loved it. She said, she said, honestly, she said, I put it in my backpack. I carried around the rest of the way through nursing school, just because it gave me this peace and confidence.

And then the last one, again, I share it with a lot of patients, but this lady came in, her husband had actually been a new patient a couple of years before. And this lady, once she got to know me a little bit, she said, Hey, did you remember that? When my husband first came in, in, came in, he was having anxiety.

And it had actually started having panic attacks and I'd forgot about it. I was like, no, I forgot about that. And she said, well, you recommended some book and he actually bought it and read it. And she said that completely stopped his panic attacks. So I just wanted to say, thank you. So. Anyways, I'm actually going back and I'm listening to the audio book of this book, how to stop worrying and start living.

And it is such priceless information. Couldn't recommend it high enough. And again, even if you don't feel like you deal with anxiety or panic, at some point in your life, somebody is going to share that they deal with like some anxiety or panic and depression. And I always say like, It's very hard to get somebody to read a book that you've never read.

Like you're going to talk about expert secrets and you're going to like sing its praises. But if you had never read it, you'd be like, Oh, I heard this book is good. And so like for you to get somebody else to read something, you have to read it yourself. So love that book highly recommend.

Jacques Hopkins: Very good. I wish I had read it or maybe, Hey, you know, you could have prepped me for this and I could have looked into it a little bit. No, I'm just kidding. No, it sounds great. Thanks for the recommendation. We'll we'll link to that book in the show notes and I'll have to check it out myself as well. Appreciate that. Yeah. All right. Well, we have one more thing to get to before the main content, and that is one of our favorite segments here, the win of the week.

And today's one of the week comes from Austin. He is a. Podcast listener and a course creator and had some recent wins he wanted to talk about. So let's go ahead and play this week's win of the week. Hey, Jack, I just want to say thank you so much for your podcasts because of it. I discovered. Deadline funnel, which was my biggest stopping point that stopped me from actually starting to create an evergreen funnel just because I want to be authentic and transparent and the way that I do my marketing.

David Krohse: So I always.

Jacques Hopkins: Just prepared for big launches, big webinars. Big events so that I could make sure that I closed the cart at a specific time for, you know, for the webinar or for the product launch funnel type system. But this time with, with deadline funnel, I was able to create an evergreen webinar system.

So my traffic comes from my free traffic. They grab a free course or a free checklist, and then they make their way into the web enter the recorded web class and then into the deadline funnel system for the core cell. And I actually. I did over $10,000 this past month using that system. And I just wanted, I wanted to share and say, thank you so much because I wouldn't have been able to do it in an automated way before, without you introducing me to deadline funnels.

So thank you, John so much. I'm also using bond Jerome and yes, I did use your affiliate link just because, you know, thank you. And that is awesome as well. My students have been saying amazing things about their personal bonds or that they are getting. Once again, thank you for everything you do and keep posting content on a weekly basis.

I love listening to what you have. Alright, thanks once again, jock see around. All right, well, congratulations to Austin and I want to thank him so much for submitting that to us, by the way, if you're listening to this and you have a win that you want to share, you can head over to the online course

And that's where you can very easily record a little. Audio message for us that might get featured on the podcast like Austin's did here today. You can share with us a, a big financial milestone or something that your online course allowed you to do. Like, I don't know, something big, like quick to quit your job, or maybe something small, like allowed you to buy a nice cup of coffee because you made your first sale or something like that.

But anyway, Austin's one of the week. Very, very cool. He's he speaks very highly of, of deadline funnel. Which I do as well. That's very, it's a very integral piece of, of my evergreen, my evergreen funnel and in doing authentic deadlines, doing them the right way. And it sounds like he discovered deadline funnel through this podcast, which is awesome. And I use it. I think you're using it now, too. David, so awesome. Awesome stuff.

Yeah, definitely. Congratulations Austin. And yeah. Good job jock with bringing people services that help them reach their goals. Man. I only talk about the tools and stuff that I use in deadline funnel is definitely like in the top three there.

And fortunately I've been able to partner with them and give listeners of this podcast, a double free trial of it. So if you, if you just go to deadline, and sign up for their free trial, it's 14 days. But if you go through the link that I have for you guys, You get a 28 day free trial of deadline funnels.

So you can do [email protected] slash OCG, which stands for online course guy. And he also mentioned Bundoora there at the end, which is another one of my favorite tools, probably also in the top three. I mean, I, you know, TA let's let's do top four, my top four favorite tools are probably click funnels, deadline funnel.

Bond Euro and active campaign. I think those are my top four favorite tools. And so Bon . Yes. Awesome. I send personal, thank you videos to everybody that buys my course. It sounds like Austin has been doing that as well, and that's not something I ever really plan on on stopping to do. So the link for that is, which is J C Q U E S.

So a little little pitch there for a couple of my links. Shall we. Get into today's topic. Let's hear it. Webinar content. Let's give a little context here. Right? I would imagine there's listeners of this that think that webinars don't work. They don't work for them webinars. Aren't going to work for me.

They're not going to work for my niche. Well, I felt the same way. Webinars got very, very popular in probably around 2014, 2015. You had guys like John Lee Dumas. Killing it with webinars Lewis house, some of the big names started to do webinars and they started making lots and lots of money doing webinars.

And so a lot of people started trying them and I was definitely one of them, a big software launched around that time called webinar jam. I signed up for it way back then, and I started trying to do webinars and. I thought that I could just turn on the camera and launch the software and then like, Teach something for 30 minutes and then talk about my program for 20 minutes.

And I would be rich too, like these other guys. And so I tried maybe two or three webinars and never made a sale. I never made a sale my first several webinars, because I didn't know what I was doing. I just, I thought it was easy. Because cause these guys' stories, but I didn't really have a structure and it wasn't what I was putting out there.

Wasn't a good webinar, but I didn't know that at the time. And so I was one of those people that just said, Oh, well I guess webinars, aren't gonna work for piano. I guess, webinars aren't gonna work for me. So years later, After reading expert secrets, which is one of my top recommended books, for course, creators.

I was like, Oh, well now I understand what I did wrong with webinars. It's worth trying again. And I put together a webinar based on the information and expert secrets, tweaked it a little bit here and there obviously, and was much, much more successful. And I've since done several live webinars based on that script and have done, you know, tens of thousands of dollars, if not more.

In sales for a piano course, and also use that script for an evergreen webinar, which has been running for me for a couple of years, which is responsible for hundreds of thousands of dollars in sales. So if you think that webinars aren't going to work for you. Just, just remember my story and remember that it's possible.

You just, weren't doing webinars the right way. And in this episode and what we're going to cover in the next few minutes, I'm going to kind of give you a broad overview of what I think is the right way to do webinars. And as far as the content goes, that sound good. David, that sounds great. One quick question.

When you first, you mentioned those first two or three, that didn't feel like they work. Were you actually able to get a decent group of people to attend? Well, that's, that's one of the things I did wrong. I don't know that I ever really had more than like 10 people on. Right. And we're going to focus mostly on the content today, but, but the software and the emails, and actually getting people to register and attend.

I mean, that's all part of this as well, but we will focus in on, on the content here today. Okay. Okay. So up to this point, like anytime I've mentioned webinar content on this podcast, I typically just say, Hey, go read expert secrets, but we're going to get into it in a little more detail today. So a lot of what I'm about to go over is within expert secrets, but I'm, I'm going, I'm going to kind of give you the structure of my webinar and I'll give you very specific examples from my piano webinar that has worked so well.

So to start with, you want to start with an introduction. And by the way, this content works for both live webinars and evergreen webinars. You'll tweak them a little bit. And here's how you tweak them. If it's live, you actually ask for responses, right? So in your intro, if it's live, you say, Hey, what's up guys.

Where's everybody tuning in from what city are you in? How did you find me? You know, you ask questions like that. You want to start getting engagement in the chat, but if it's evergreen, don't ask for stuff like that because we don't want to lie about it being not actually live. So you just say, Hey guys, what's up, I'm jock.

This is what we're going to go over today. So excited to have you. This is really valuable, you know, just a little intro, stuff like that. And then. We jump into who is this for? You want to be very clear about who this presentation is for and who it's not for as well. And hopefully nobody's really tuning in that.

It's not for, but by, by saying who it's not for it reassures that person watching that they're in the right place as well. Not only are you telling them that they're the right person, but also that they're not the wrong person as well. So we do that. And then here's a very important part. If you stay till the end, you're going to get this right.

Because especially if it's an evergreen webinar, like, and people realize, Oh, this is just kind of a video. He's not letting me skip ahead. You know, this is kind of annoying, but if you promise to give something of value at the end, you're. Your attendance rate throughout the presentation is going to go. So, so up so much higher.

So for me, my optin on my website is the first five days of my course and they workbook it's my five day workbook. And so what I came up with as an incentive for people to stay through my webinar is. The first five video lessons, which people are really excited about getting really excited. And so by the end of the presentation, if they don't want to buy my full 21 day program, well, most people want those five days.

And then that's just another way to sell the product in a couple of days, because it's like everybody has everybody's different and buying a different way. And some people just need to try those first five days of videos and see if it's going to work for them before they buy it. So that's. That's what I offer at the end, but yeah. So.

David Krohse: How do people get those first five day videos?

Jacques Hopkins: Yeah, shoot you an email. No, no, I, I have a little more automated than that. So what I did is I registered a new domain called free piano And so at the end of the webinar, I'm just like, okay guys. Well, thank you so much for, for being with me here today for sticking around for giving me your attention. I owe you something for those of you that are still around, and that is the first five video lessons to, to get that head over to free piano and enter the coupon code free five. Right. So free piano I believe it redirects to like piano in 21 course or something like that.

And then it's just a little click funnels page. They enter in their free five hit submit, boom, all five video lessons are right there. And then at the bottom of the five lessons, it says, okay, are you ready to enroll now? And you can, you can do that. So that's powerful. That's really powerful. Next. Apifany bridge story. Epiphany bridge story is your main story where you reached an epiphany and crossed over. And were you were able to, to do the thing that you now teach? Right. That's kind of like your epiphany moment, your aha moment for me, it was, I'm not going to get into my whole epiphany bridge story here, but in my presentation, it's like a seven minute story and I don't really have any pictures or anything from when, from when this happened.

But what I did was I actually hired an illustrator on Upwork to kinda, to, to draw out the scenes of this story so that I could try to keep my viewer's attention even longer, because if I'm just. Leaving it on a static slide for seven minutes. That's that can get a little boring. So I went up to a retreat when I was 17 years old, somebody asked me to play piano and I realized for that it was the first time that I realized that I'd been taking piano lessons for 12 years, and literally only knew how to play two songs on the piano.

And I didn't even like those two songs. That was a huge epiphany, huge aha moment. And I tell the story how I didn't give up on the piano. Then I gave up on piano lessons. And try to figure out a different, new, newer, better way to learn and play piano. And by telling a story like that. You're really positioning yourself as not the hero of the story, but as the guide in the story, you're positioning yourself as the perfect person to then help them get through that as well.

So when somebody hears that story, they're like, Oh, well I took piano lessons when I was a kid. And yeah, they, they, they were horrible for me as well, but now I don't know how to play, but look at this guy, like he, he figured out a better way than, than those piano lessons in a way that might actually work for me as well. Tiffany bridge story.

David Krohse: Definitely. And I will just jump in here and mention. So if people are just listening to this podcast for the first time, the first 20 episodes, jock was basically mentoring this Nate Dodson on how to implement a lot of his strategies in those first 20 episodes are priceless content it's stuff that it's timeless.

But you guys it's episode 18, where you guys went over storytelling. And for anybody, that's trying to develop their story along with reading experts, secrets, along with funnel hacking jocks. Current webinar and actually getting in there and watching it. It's like jump back to episode 18 of the podcast and relisten to that one. Yeah. Or listen to it for the first time.

Jacques Hopkins: Stories are obviously incredibly important. You know, one person that I really look up to is Russell Brunson, the creator of ClickFunnels writer of expert secrets and so on. And if you ever, if you've ever listened to him, speak like, just think up, think about it in your head.

Make note of stories. Like he, he talks in like 95% stories, almost everything that he's saying is a story. He relates everything back to a story, something that happened to him. It's very, very interesting. And he's one of the most successful and good marketers that's ever lived. And so if he's telling that many stories, then we probably should be as well.

Next up is kind of the core of the quote unquote training of the webinar. And that's the three secrets. You'll see. So many webinars out there that are like, Oh, in this webinar, I'm gonna teach you these three secrets or reveal these three secrets to you that has come from expert secrets, but it's, it's just a brilliant way.

To frame a webinars like, okay, if you attend this, you're going to get these secrets. Like it's, you're not going to get these anywhere else. All right. But I can't just say, Hey, reveal three secrets. It's not that simple, the way you do this. And the way that he explains to do this and expert secrets is this.

You make a list of every false belief or objection somebody might have about taking your course or pursuing your niche. All right, so let's take piano. And I actually have my list of false beliefs that I wrote down. Two or three years ago when I first wrote a read expert secrets for the first time, first time I read it, I was, I took, you know, I was very serious about it and I did all the exercises in the book and this was one of them.

So I have like 20 false beliefs here written out, and I would encourage everybody out there to do the same thing, because if you can get somebody to believe that they can get through each and every one of these false beliefs, then, then it's going to be a no brainer for them to want to work with you on whatever you teach.

So your eyes kind of lit up when I said that you, you, you excited to hear my false beliefs that I wrote down a couple of years ago. All right. So piano takes a long time to learn, to learn piano. I have to schedule a piano teacher weekly, and my schedule is so busy. I can't do that. I'm too old to learn. I can't learn because I have no music background.

I can't learn because I never stay motivated, motivated long enough. And I'm also procrastinated a lot. It seems too complicated. I am not a natural, therefore I will never be good enough. Fear, laziness, a sheet music, meaning I'll never be able to really reach music. I don't have any natural rhythm. I'm bad at hand coordination.

I don't know. I don't know the right way to go about learning. I don't know how to get started money, song, selection, meaning I took piano lessons, but they only wanted me to play classical lessons are geared toward children and not adults. I don't have a piano keyboard or I don't have a good enough. One.

Piano was a difficult instrument to learn. I failed before and it put a bad taste in my mouth. My hands are too small. That's literally the list that I had written down.

David Krohse: And you read my mind. I like golf in the middle of that. I don't even want to play piano, but I was like, yeah, that's that's me on all those.
Jacques Hopkins: So.

David Krohse: You don't play.

Jacques Hopkins: You don't play piano. Right? You don't know how to play.

David Krohse: Piano. No. I took a, I took probably like eight months of lessons from my mom and second grade. And ultimately it was hurtful toward our relationship. Cause she was telling me to do it. I didn't want to do it. It just.

Jacques Hopkins: Yeah. So today you do not know how to play piano.

David Krohse: Yeah, I can play a native American rain dance.

Jacques Hopkins: But if I told you, no, it doesn't count. If I said, David, I want you to learn how to play piano. What are, what kind of emotions go through your, it there's some of these that I just read. Is that kind of what goes through your head? Well.

David Krohse: I mean, I have a background because I learned to play piano. I learned to play guitar during college using tabs and it was me and my buddy. And, you know, he just taught me a few chords and a few strumming patterns and it was really fun. And so I, when you, when I learned how you play piano, I'm like, that could be fun for me. And instantly I think about the songs that would be yeah.

I'm like that song is simple enough. I could learn it. Yeah. It would be meaningful, but yeah. So I feel like, but if I'd never played, if I'd never played guitar using tabs and never learned about your program. Yeah. I would be like, I would think it was impossible for me to learn piano and enjoy it.

Jacques Hopkins: Right? So a lot of people that attend my webinar or start entering my funnel are very skeptical. And my brand name is, is, sounds very scammy and sounds kind of unbelievable piano in 21 days. But I have enough. I have enough testimonials and enough good, like copy on my site and my webinar registration page and so on where people want to actually register and attend to just see they want to see for themselves.

And so that's why we walked through this process because by the end of it, hopefully I can turn skeptical people and people that didn't don't think that they could do it into people that believe they can do it. Right. The idea of this, webinar's not for me to actually teach them how to play piano. It's for me to empower them and get them to believe that they can learn how to play piano.

And for those listening, it's the same thing with whatever your, your niches, you're teaching somebody a birding. You're what you want to do with your webinar is not teach them birding. I mean, there might be a little bit in there, but the idea is by the end of it, to get them to believe for themselves that they can actually do it.

And so whatever your niche is, and then next step with these false beliefs is this. There are three types of false beliefs. There's internal beliefs. So that's, that's, that's, what's inside of you in what you believe inside of you. There's external beliefs. So, so external factors are people looking at you and then there's the vehicle, which is the mode that you're going about learning.

Right. And so what do you, what he recommends you do next is you take your list of false beliefs and you categorize them in, into one of these three. Categories. And so I still have my numbers written here. I put ones, twos and threes by each of the false beliefs I wrote down. And the reason we want to do this is because at the end of the day, when we're promoting our webinar and we get into the content of these three secrets, quote, unquote, we want one secret to be about the vehicle.

We want one secret to be about internal beliefs. And we want one secret to be about external beliefs and they can be one. False belief that you're breaking down or it can be multiple tied in as well. So I did that. And then I ended up coming up with these three secrets and these are the three secrets inside of my webinar. Secret one, the four ways that you could learn piano and which is best for you now, which, which type of belief do you think that is?

David Krohse: That would be the vehicle.

Jacques Hopkins: Bingo. Yeah. How you go about learning. So that's my vehicle secret and really lumped inside of that. One of the big ones is, is sheet music and traditional lessons.

And that's one of the big barriers that I have to get people through is because when most people think about learning piano, they think about, okay, I got to find a teacher, I got to go to weekly lessons. I got to learn how to read sheet music and all that. And I w I need in that secret, I need to convey to people that that is not.

Necessarily how you have to go about learning. You don't have to go that way. You can go this way and I give them a little taste in the way that they could go into it. And, and so you show them the information and the more stories you can tie into in there, whether it's your own personal stories or stories of your students, the better.

And so here's where you can start throwing in testimonials. It's like, well, you know, Johnny, my student Johnny thought also thought that he had to go to traditional lessons and he did. In fact, he went to traditional lessons for six months. And guess what? Six months in, he still wasn't even playing songs on the piano.

He was still learning his scales. He found my program within two days, he was playing an actual song. On the piano and immediately quit his piano lessons. You know, something like how powerful is that? If I can actually tell stories about students or myself to get somebody through the barrier secret to how folks with no music background, no rhythm.

Think they're too old and procrastinate too much are learning piano. So in that one, I tied in a lot of. A false internal beliefs together, all in one secret. And what I do with that one is I'm like, okay guys, the reason that this all works is because of our simple, I broken down the piano and then I show like a couple of my just ridiculously simple tips to get some quick wins on the piano.

And that's how I get people to break through that. So even if, even if you're old, you're like, Oh, well that was. Ridiculously easy. I could do that. Or if you think you have no rhythm, it's like, Oh, well that was ridiculously easy. I could do that. So we're just getting we're we're we're changing. People's mindsets through this secret three is called the five steps to learning new songs in minutes, instead of months.

So for that one, one of the big barriers is just songs, song, selection. You know, I read some of the false police earlier song selection, and there was another one about playing songs. So for that one, it's, it's external getting people to, to hear you play and playing piano is one thing, quote, unquote, like doing like a scale or this and that, but for me, Actually being able to play the piano means you actually know how to play songs on the piano.

And for a lot of people playing songs is a big barrier. It's like, Oh gosh, that's daunting. Like I got to play a three minute song. Like, you know, we already talked about sheet music, but how do we go about it? So I have this very simple five step song learning process, and I reveal those five steps in that secret.

I don't go through the nitty gritty of every little piece within each step because that's in my full course, but I reveal the five steps in there and people are like, Wow. I don't have to read sheet music. I don't have to, you know, look up tutorials on YouTube and memorize this and that. Like. I I've now learned these five steps.

They, they, to an extent feel like they could take it away and go, go learn a song on their own. But, but I didn't reveal all the advanced tricks and to make, to make the song sound even better. And so maybe they can go a way and take that in and start playing some songs on their own. And they're like, Oh, well I want to make it sound even better. I'm going to sign up for jocks jocks course. Those are my three secrets.

David Krohse: Sounds great.

Jacques Hopkins: All right. So we've had our intro. Who is this for? If you stay until the end, you'll get this epiphany bridge story three secrets. If you do it right, you're going to be somewhere between 45 minutes up to like an hour and 15 minutes.

At this point. Now we go to a transition into selling. Right. You don't want to be all awkward and be like, okay, that's the three secrets now here's my chorus by it. Right. So, so to transition from, from kind of the teaching to the selling, what you do is if you're live, then you say, guys, this has been so much fun.

I really hope that you've had, you've gotten a lot of value out of this. It's been really great on my side. The interaction been awesome from you guys. It seems like you're really enjoying this. If you want to take this further, and if you want to really learn everything there is that I have to teach you about piano.

Then I'm really excited about my latest program. I would love to tell you guys about it now. Is it okay with you? If I tell you about my new program right now? You literally ask for their permission. And that's just, you know, if you've heard the concept of like the yes. Ladder, like getting people to say as many yeses as possible leading up to that final yes.

Where they say yes to the sale. And you'll, I mean, if you do it right, you're going to get everybody in the comments going. Yes, yes, yes, yes, yes. And for the people that just like, we're never going to buy and they're like, Oh, here we go. He's going to sell something. They'll just leave. It's not a big deal.

Right. If it's not live, you obviously can't ask that question and ask for feedback, but you just say very similar things. And then you just say, I would love to tell you guys about my new program at this point. I'm really excited about it. I've been working on it and it's really going to help a lot of people.

And so if you want to take this all the way with me, then I'm going to go ahead and tell you about the full program now, and then you get into it. And for the next like 15 minutes you do something called the stack. And this is something, once again, I learned about. In expert secrets had never heard of it before, but it works really, really well.

And what you do is you, you make a list of all the things that somebody is going to get when they sign up for your course. And it shouldn't just be one thing. It shouldn't just be the course, there should be bonuses involved and those bonuses could be a bonus courses. They could be. Interactive components like a Facebook group we talked about earlier, or one on one sessions with you or group coaching, there could be, you know, there's really no limit to what you can include in your stack.

I mean, even, even at this point, I include physical items that I ship out, but that's not something I recommend beginners do. And so you put this stack together, you assign a value to each thing, and then you reveal one at a time. So for me, like the first thing in my stack is the piano in 21 days video course.

So my guys, this is, this is the classic course, every recorded at five times, it's helped so many people I'd probably drop in some testimonials about it. And it's a value of $497. And, and at the, at the top, the headline is what, you're, what you're going to get. And it's like, Oh, okay, there we go. And it's like, but that's not at all.

And you add, you add the next thing to the stack and then you recap it. And you're like, okay guys. Here's what you're going to get. You're going to get the piano in 21 days, video course, you're going to get the melody and your training in 21 days, video course for a total value of, and then you say it and you just keep going down the list.

And by the time, you know, I ended up having probably nine or 10 things in my stack and you just keep reading it all down and like, okay, here's what you're going to get. Total value of 3070 $8. And then you do kind of the, the, the price reveal where it's like, can I.

David Krohse: Can I jump in here for just a second?

Jacques Hopkins: Yeah, yeah, yeah.

David Krohse: When you're, when you're doing those, essentially, I've been telling you that I've been reading copywriting secrets and essentially you're going over a bullet list of everything they're going to get. And that book really emphasizes again, you want to say the feature, the benefit, and then the meaning to the person's life.

And so. Again, I mean, especially if you're like a jock and I both have similar to engineering brains, but it's like, you could be tempted to talk about a feature as far as like the length of the videos or zero in on something that some techie thing that doesn't really matter to people. But instead you want to say here's the feature.

And then the bigger thing to the person is what's the benefit of that feature. And then the meaning is like how it actually, you know, You learn really quick. And that means that you can play this song for your, your wife for her year anniversary. And that's that actual meaning. So, you know, telling the stories and really getting to that, this is going to each individual, part of your program is going to make people's lives better.

And then when you say with the value of it, they're, they're in that mindset, like, yeah. I mean, a gift for my wife is super valuable.

Jacques Hopkins: Yeah, just to give you an example, you know, one of the, one of the bonus courses in my stack is, is called like simple jazz piano or something. It's, it's a jazz training module. It's literally like nine minutes long, but I don't say that like, that's, that's a feature, but what I say is that it's, it's, it's a jazz. It's a jazz mini course. And what you can do is after you finish the main course, and you've learned the main concepts. If you have any interest in learning how to play jazz, you would jump right into this and very, very quickly you'll, you'll be, you'll be almost instantly playing jazz music because of the training you already went through.

David Krohse: Mm. Yep. Exactly. And I'm, I'm out here. I'm like picturing myself actually like joining a band. It's like that's. That's awesome.

Jacques Hopkins: Yeah, exactly. Cool. Well, yeah, that's, that's great insight there. It's always important to talk about the benefits and how, how these things can impact somebody's life. Not, not just the features then after the stack, you do the kind of price reveal.

And for me, it's like, okay guys, you know, I, I know that this program is worth. $3,000, $3,000 value. And to be honest with you guys, like I had two choices when I was putting this together, I could go and make a super cheap course and try to sell it to as many people as possible. But if I did it that way, I couldn't really stack it stack on the value to you guys.

Like I want to, I want to give you my best and for that, it comes with more of a premium price tag. And so for me, and one thing I say in my webinars, like I would rather get. You know, 10 new students and have them pay a thousand dollars, then get a hundred new students at a hundred dollars each. Right.

That way I can just give more of myself to each person that signs up. And then I say, well, but at the same time, like $3,000 is not an amount I'm comfortable charging you guys for this. And so since you're here, now, the price for this today is going to be, and then, you know, four 97 in my case, And you reveal the price, the actual price compared to the value of what you've stacked up and built up to the past 15 minutes or so.

So that's the price reveal. And then you, if you're using, like, what I recommend you use for live webinars is webinar jam. I still use that for live webinars and you can find my link for webinar jam in the show notes for this episode, which is the online course 36. I would appreciate your, your support that way.

If you're going to sign up for webinar jam, and if you're doing an evergreen webinar of some sort, then this is when you would drop in the, the order form button and you, and you just. Say, okay guys, now it's available. You can sign up right now and most of your sales will come as soon as the link is available to actually purchase, but then you're not finished.

You've got to break through help people break through any last objections. So we ha I had my list of like 20 false beliefs, but with my secrets, I probably was able to help people get through about eight of them. Or so, and so what you want to do with the rest of the time is, is kind of a Q and a session.

If it's live, then you can actually ask people to send in questions and you can answer them. But if it's not live, then you want to kind of have these false beliefs and, and S and here's what you say. You say now, at this point, you might be thinking right now, now, at this point, you might be thinking that I'm just too busy and I'm not gonna be able to do this.

Well, I totally hear you. Like, we're all busy. Like I'm super busy and you know, my, one of my students, Sally, and she was so busy too. Let me tell you about Sally, right? And so you just go through and you try to, to, to have a story or have something that you can help people break through all the last objection.

So if somebody's sitting on the fence and they just have this one thing, this one thing that's preventing them from moving forward, from buying, from getting into whatever your niche is. Then then you, you never know what that thing is. And so you want to try to hit all the bases with this last, like Q and a objection bashing section.

And you never know which one thing is going to just put somebody over to the edge, be like, okay, that's it. I'm in. I'm going to do it. Then you wrap up you thank everybody. And that's a, that's how you do a webinar.

David Krohse: That sounds great. I actually, I. There's the expert secrets book itself is great, but there's also the perfect webinar that you can actually buy for like a dollar or something.

So listening to that, he talks a lot about, I think he calls them trial closes. Yeah. What's your just different little like mindset tricks. There's like 16 different things. You have some of those mixes. Mixed in there near the end too. Don't you?

Jacques Hopkins: Yeah. So, so one of those is the, is the, Hey guys, I had two choices here. I could, I could go with the higher price or the lower price. That's one of those trial closes. That's my favorite one. That's the one I, the main one that I put in there. So that's why I'm just sharing that one trial close. But yeah, you can look up the perfect webinar script, which is, I mean, that's essentially, what's in expert secrets.

The list of trial closes is in expert secrets. That's true as well. And one of the other ones. Could resonate with you or your niche better. And you could use multiple quote unquote trial closes as well. But that's kind of the main one that, that I throw in there really like that one. Well, that's awesome.

Yeah. And there's, there's other components here and there, you can throw in, I highly recommend you go through expert secrets to get more information about this, but this at a high level, this is how I do webinars very well. And if you, you know, I, I watch webinars other people's webinars from time to time. And a lot of the really successful ones have a lot of these components.

David Krohse: How long is your current webinar? How long does it take.

Jacques Hopkins: Two hours? Wow. Yeah, two hours. I mean, and people sit through it. It's people love, love the webinar. Even if they don't end up signing up, they just, they feel empowered by the end of my webinar.

And that's, that's the goal. That's the goal is to feel empowered. So two hours at its surface is, seems like a long time. I've seen longer ones and mine used to be even longer. I've cut it down a little bit, but if you do it the right way, then length really doesn't matter.

David Krohse: Oh, one other thing I thought of, I just thought of that somewhere early on. Don't you tell people to shut off all their shut off all their distractions.

Jacques Hopkins: Yeah, I do. I do. I, you know, I didn't mention every little thing that I do and people can certainly go through my funnel and just watch my webinar and I recommend people watch an eight Dodson's webinar and, and if there's anybody else that you.

No, in respect in the marketing space, you know, watch, watch, watch webinars. I know people that w my friend, Paul Lipski, who's been on the show a couple of times, he didn't learn how to do webinars anywhere. And he went through five or six webinars of people he knew were succeeding and just crafted his based on theirs and found great success with webinars that way.

So if you're listening to this great, you're learning a little bit, but also consume some webinars as well. And. That'll be, you'll be doing yourself a big favor because webinars are incredibly powerful with online marketing and trying to sell an online course done the right way, obviously. All right, man. Any other closing thoughts about the a webinar content? No.

David Krohse: I think people are going to find this one hugely valuable. Maybe

Jacques Hopkins: I can just tack on my two hour webinar to the end of this podcast episode, we'll make it like a three hour Joe Rogan episode. No, no, I'm not going to do that. Okay. Well, that's going to do it. That's another episode of the online course show in the books. Dr. David Crosy. Thanks for joining me for another one. Thank you. Audience listeners out there. Thank you for joining me as well. Joining us as well. It's been a pleasure. This is a lot of fun, and I appreciate every hearing from people. About the podcast and, and how much value it's bringing to you and your, your online course business.

I I'm getting emails from people and comments in the Facebook group as well. So I don't don't stop that. I love, I love hearing that. That's one of the reasons, you know, I keep going and, and with, you know, piano as well, it's like, I would have stopped a long time ago if people aren't telling me that they're getting value out of it, whether it's my piano lessons or my online course training.

So I appreciate that very much. And for, I mentioned in the show notes a couple of times here for the notes and links of everything we talked about today, whether it's, you know, the Dale Carnegie book or the deadline funnel link and so on, you can find that by going to the online course One 36.

And by the way, I'm relaunching my program. That is for people that already have courses, it's called next level courses. Like if you want to scale up, you want to automate more. You want to succeed more with webinars. If you've made at least one core sale, then my program for you is called next level courses.

Cause I want you to take your course to the next level. And I've turned that into kind of a group coaching program and we get, we go into deep dives on very specific topics like. Webinar content. So if you want to take this webinar content stuff, even deeper with me then, and many other topics like relaunching, like, like my ultimate online course funnel and so on, then the next level courses might be for you.

And there's a way you can get in for free actually. So check that out by going to the online course and clicking on next level courses. Thanks again, everyone. We'll talk next week.