Paul Ace is popularizing the concept ‘C-Com’ through the science of conversion, conversation, and automation. He founded Amplify C-Com to help enhance your webinar customer journey, averaging 30%+ increases in show up and conversion rates.
Amplify C-Com – Get access to a bundle, including a masterclass, exclusively created for Fire Nation!
3 Value Bombs
1) When you go through your webinar or sales process, you’re not working with statistics. You’re working with people in a conversational way.
2) We live in a world of instant gratification. Customers now need an immediate response. Having automation and instant answers is what’s expected by customers.
3) What compels people to buy is painting the picture in the person’s mind in a conversational way.
**Click the time stamp to jump directly to that point in the episode.
Today’s Audio MASTERCLASS: How to Amplify Your Webinar Show Up Rates and Sales by Taking Advantage of Conversational Commerce.
[1:14] – Paul shares something he believes about being successful that most people disagree with.
- A lot of people think that being successful is a straight line. It is not. You need to pivot a lot to get to where you are today.
[2:03] – What is C-Com?
- It is short for conversational commerce. It means giving someone an 80% “human-like” experience, and 20% human experience.
[3:11] – Use pre-framing to increase conversion rates.
- Pre-framing is creating an influencing tool and having that tool in your toolbox.
- In your business, adding a quiz for the pre-frame before the course of opportunity – so before they can even get to the webinar – will help them decide if the opportunity is right for them.
- You can take all your messaging that goes before the webinar and ask yourself the question, “Does it bring you closer to your audience or farther away?”
[7:02] – How can we not lose human connection when we start automating?
- We live in a world of instant gratification. Customers now need an immediate response. Having automation and instant answers is what’s expected by customers.
- People want a personalized, human-like experience and instant gratification.
[13:04] – Lifetime customer value is key to success. How do we increase it?
- If you’ve got a hot buyer, give them the opportunity to be a hot buyer.
- If you’re going to make a one-time offer, be ethical and make it a one-time offer.
- The more you shoot arrows on the board, the higher chance there is to hit the target.
[16:42] – How do we write compelling copy in a conversational way?
- When you write compelling copy, always think about having that conversation back and forth.
- What compels people to buy is painting the picture in the person’s mind in a conversational way.
[18:43] – Quick wins build momentum. How can we have a quick win right now that will improve our conversion rates?
- A micro-commitment is a series of small steps or commitments that guide your prospect in a particular direction.
- You’ll hardly realize that micro-commitment is happening, yet it’s so powerful.
[21:37] – Paul’s key takeaway and call to action.
- When you go in through your webinar or sales process, you’re not working with statistics. You’re working with people in a conversational way.
- Amplify C-Com – Get access to a bundle, including a masterclass, exclusively created for Fire Nation!
Light that spark Fire Nation. JLD here with an audio master class on how to amplify your webinars, show up rates and sales by taking advantage of conversational commerce to drop these value bombs. I have brought a Paul ACE on the mic. He is popularizing the concept C-com through the science of conversation, conversion and automation. He founded amplify C-Com, which helps enhance your webinar customer journey. Averaging 30% in more increases in show up rates and conversion rates in foreign day. We'll be talking about pre-framing and how that's going to increase your conversion rates. How do we avoid losing human connection?
When you start automating all these things, when talk about lifetime customer value, it's so key and writing compelling copy that still is conversational. It's it's. This is such a good one Fire Nation and so much more when we get back from thinking hours sponsors, if you're feeling like you have no idea where to start on your online course journey, then Thinkific's five day course challenge is for you. You'll walk away with a complete blueprint for your online course that you'll be ready to put into action. Sign up for this free challenge today at thinkific.com/fire that's T H I N K I F I C.com/fire. Paul say what's up to Fire Nation and share something that you believe about becoming successful that most people disagree with.
1 (1m 29s):
Hey John, great to be on the show. And yeah, the, the thing that a lot of people say about me and successful is, you know, it's, it's potentially a straight line and I'd highly disagree with that because sometimes when you think, Hey, things are working, you realize everything happens for a reason. And then in the end, everything turns out the way you want it. So we've pivoted a lot to get to where we are today. Say
0 (1m 52s):
Love that message and Fire Nation. As you know, from the introduction, we're talking about how to amplify your webinars, show up rates and your sales by taking advantage of conversational commerce. And I just want to start off by saying, Paul, what the heck is C-com? Yes.
1 (2m 9s):
C-Com is short for conversational commerce. So when, when you think about your business, just imagine if you could personally greet every lead. You know, when we talk about C we're looking at an 80% human like experience and a 20% human experience, so that the result of that means you can maximize conversions or not unlock hidden profits. So in a such way, in such a way that really is its support in that buyer journey through that, through the whole process. So it kind of feels like this, like high touch, next level experience. That's just that, that bit more personal, right? So before, before we go any further, as well in the podcast today, it's not just some automated robot or an annoying pop-up that gets straight in the way we're talking about actually leveraging technology because you can't be everywhere with everyone all the time.
1 (2m 59s):
Right? So leveraging that technology and not just any technology technology that feels like that best customer service agent 24 seven,
0 (3m 9s):
And it actually financial we'll be talking about how to not lose the human connection and just, you know, a couple of minutes here, but before we do, I want to talk about pre framing Paul, because number one, most of you don't even know what pre-framing is. So what specifically is pre-framing and how can we use it to increase conversion rates?
1 (3m 28s):
So firstly JLD would you say that your audience are the kind of people that like to try new things? Yes, exactly. And if you're listening to this right now and you notice something that we talk about going back and forth today, that will make a big difference in your life, your audience to take action on that, right? Absolutely. Absolutely. That's pre-framing, that's pre-framing right there. Pre-framing is creating an influence in tall and having that influence, installing your toolbox. So like, for example, if you want it to put a new screw in the wall to hang up that beautiful picture of you and Kate, when you just got engaged, right. Would you be using a rusty hammer or would do you use a power drill,
0 (4m 8s):
Power drill all the way, right.
1 (4m 10s):
And you'd use that drill because it's more precise, right? You can use a drill and screw exactly where you want it to go, rather than just trying to beat it with a hammer and hope it goes in the right direction. So what pre-framing is all about is being precise with the words and the actions that you use before. You want someone to take that next step. So what you want, you want to do something like this, right? So for example, we had a client recently and they sent me this video of her screaming at the laptop because she just couldn't believe the results. And this client, she told me on average, it takes us six months for someone to buy some products off her list, right?
1 (4m 51s):
Six months, imagine waiting six months to get where you want. And she was actually shocked that on the very first launch we did with her, she reduced that buying cycle down to seven days. Now, what I just did there is actually give you an example of a story-based testimonial, rather than just going, Hey, this person went from that to that, right? And that's what happens a lot of the time when you're looking at people pre-framed before webinars that go, Hey, this person got this result rather than saying, Hey, this was the pain that this particular person was going through. This was the emotional pain that someone was going through. And this is how they overcame it by being on this webinar or going through this product. And we see a lot of clients that put testimonials on, but they don't really leverage those testimonials.
1 (5m 34s):
Yeah. They may put them up, but did they do what you just heard? You know, are you telling a story behind the testimonial to build that connection with your audience before the webinar? And in fact, we actually worked exclusively with a client on pre-framing recently where, and this is a really good, good thing that you can do in your own business as well is adding a quiz for the pre-frame that course opportunity. So before they even get to the webinar, we're helping them decide whether the opportunity is right for them. So all the questions were layered around, like, what would the future be like if they had this opportunity and also, you know, would they be a good fit for that opportunity? So, so the result of that resulted in an extra 20% close rate on that backend sales calls, which on a 4k program, right.
1 (6m 22s):
It starts to add up to a second different amount of money. So if you're underestimating the power of actually using pre-framing in your business right now, you're literally burning money. So that if you want a quick win to fix that, the best way to do do it is just take all your messaging that goes out before the webinar. And then just look at it and ask yourself the question. Does it bring you closer to your audience or further away,
0 (6m 49s):
Does this messaging bring you closer Fire Nation to your audience, or further away, like, add that question to everything that you're doing moving forward here. And it's going to help. It's going to help with pre-framing is going to help with conversions. She's going to overall help you connect and develop a more intimate relationship with who you are, followers. Now, speaking of connection and you know, getting more intimates instead of less intimates, how can we not lose human connection, Paul, when we start automating everything like that?
1 (7m 19s):
Yes. Yeah. Generally, are you familiar with the marshmallow test,
0 (7m 23s):
The delayed gratification where you make those poor hungry children stared a marshmallow and not eat it?
1 (7m 28s):
Yeah, don't swallow the punchline. So the marshmallow test for anyone who isn't familiar with the marshmallow test, it was actually a Stanford experiment and a child was given a marshmallow, just a marshmallow on a plate. And they were told if they wait a period of time, you know, I think it was around 15 minutes. They tested to do a few different things. They said they could have two marshmallows instead of one. And this was to test a couple of things, firstly, to test how children dealt with delayed gratification. And then also how that choice reflected how they're actually at the whole life turned out. Right? Oh yeah.
0 (8m 2s):
Because they kept tracking them for like decades,
1 (8m 4s):
Right? Yeah. Which was like a fascinating experiment. And there's a, there's a whole book been written on it. So if you're listening to this right now, just, just by thinking in your mind that that moist, squishy, sugary, marshmallow, you may even be noticing in like an increased amount of saliva, just going around your mouth. And in fact, like, just by thinking about that, and right now you may be maybe just need to swallow hard just to clear your throat is just the thought of having that marshmallow. Now imagine being a child and being in that situation where you've got that marshmallow sit in his front ear, thinking about it. Now here's the thing that test was initially done in 1972 and JLD do you reckon more people now?
1 (8m 46s):
Well, more children or less children. We'll wait for those two marshmallows now than in 1972.
0 (8m 51s):
Listen, we live in a world of instant gratification. So I would say less children. Yeah. And I'd agree
1 (8m 56s):
With you. Right. And most of the audience probably would agree as well as significantly less. Cause because we live in this world of instant gratification, you know, you're, you're running your, your business, everyone else, who's listening to this, running their business. And like when people want customer feedback, you know, if someone sends you a, a query that they want this immediate response, right? So do we lose human connection if we automate everything and it's not about automating everything, it's also based in 80%. And the answer is no, it could because you having automation and instant answers is pretty much now just expected by the customer, right? So if you're driving or listening around the house, as you're working, remember this, people want a personalized human like experience and instant gratification.
1 (9m 45s):
You've got companies right now, which I actually first learned about, I think, listen to this podcast, like five years ago of a personalized video messaging, you've got video ask that where you can ask a customer support question through video or audio. And there's loads of other tools out there that are now enhancing that customer experience to create that human like experience it. And that means just really the customer expectations have been raised. And if we don't keep up, we're going to get left behind
0 (10m 14s):
Customer expectations have been raised by our nation. I can definitely vouch for that. And lifetime customer value, how to write compelling copy in a conversational way in a quick win for you Fire Nation. When it comes to webinar, conversion rates, all, when we get back from thinking hours, posers, are you experiencing slow down as you work from home because you're sharing your home wifi network with family members. Do you need a separate network or enterprise level security? The world runs on wifi and small businesses in home. Offices are no exception more than ever before. It's important that your business network delivers the very best performance and unparalleled coverage to keep your teams well-connected whether they're in the office or working from home.
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0 (11m 39s):
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0 (12m 25s):
Sign up for this free challenge today at thinkific.com/fire. I'm one of the featured speakers Fire Nation that's T H I N K I F I C.com/fire. So Paul we're back and lifetime customer value. It's a key metric in our success or our lack of success. So how can we increase our LCV on our webinars and just other things that we're doing.
1 (12m 52s):
So if you're listening to this right now, think back to the last time you bought a car, right? You got excited. You decided that it was a perfect car. This is the car for was, this is the one that we really need right now. You know, you sit down with that sales representative, start to complete all the paperwork and it's something that costs thousands. So it's a sizable investment, right? And then what do they say to you? What's the next thing that they say, would you like to add maintenance to that for $38 a month maybe? And then they start sweetening the pot and say, because you purchased this particular car, we've got a very special offer for you today. And you can get 90 days free maintenance when you add the maintenance package right now.
1 (13m 32s):
And then what is the do? You're a sucker for it. You say arc. Okay, cool. We'll have that. And then the offer, you had the scratch resistant paint protection for three 95. And then before you know, it, you've spent an extra 2,500 that you didn't initially intend to pay. And here's the crazy thing you feel great about it. Right? A, I don't know, maybe John you've, you've come out of buying a car before and you've gone. Wow. I wasn't going to buy all those extras, but I feel really good about it.
0 (13m 58s):
Yeah. One of the big ones in Maine actually is like, you're sitting down, you're about to be out the door and they're like, Oh yeah, you know how, like we sought the roads in Maine and you're like, yeah, Oh, you need a salt resistant spray under that. It'll be 400 bucks. And he's like, you just feel stupid if you don't do it.
1 (14m 12s):
Exactly. So now now imagine your customers has gone through the same thing with your webinar, right? You get them registered. You've got, I'm excited. You got to the pitch of your product. The they're all in. You've done really well. You've sold them that thousand dollar or $2,000 product. And then that's it, right? The customer was literally biting your hand off to say, what else do you have? A lot of people have gotten nothing for them. Now, if someone just bought something for a thousand dollars, what's the chances that they're going to take advantage of a 30 day free trial that maybe leads into a $97 a month subscription. Right? It's pretty high. In fact, like we do this with a lot of clients and we're seeing between 30% and 80% conversion rate when using a free trial method on audit bumps and upsells off the back of a high ticket course.
1 (15m 5s):
So that, that could put an extra 30 to 40% on your bottom line by just doing this one thing. So here's the thing. If you've got a hot buyer, give a hot by the opportunity to be a hot buyer. And another thing you can do to bring people back into increase that lifetime customer value is actually guide people back to those upsells over the next 30 days through email SMS messenger or the different platforms, right? All those more platforms together. And one of the things you need to know on that is if you're going to call an upsell a one-time offer, then really, if you're going to be ethical, you need to make it a one-time offer. That's why, if you're actually positioning it as a special offer, then you can come back to it and revisit it or reposition it.
1 (15m 49s):
It's kind of like archery. You know, if you're going to shoot more arrows at the board, you're more likely to hit the target. So if you're actually bringing people back to those upsells, some quite often people do it as a one and done. They just go, okay, well, if the people didn't take the upsells, they didn't take the upsells. And that's it. So it's about bringing them back into that journey as well, to increase the LTV.
0 (16m 8s):
Now, these interactions, fire nation, they have to feel conversational. That means your, your copy that you're writing or the copy, you know, that you're inputting into these back and forth. It has to be compelling. So Paul, how do we write compelling copy in a conversational way,
1 (16m 24s):
John, something that's been lost and forgotten is that we're actually speaking to another human beating heart. So what does that mean? See, see what I was just doing that right. By asking the question on the minds behalf, it naturally fills in the blanking. It starts to get you thinking in your mind about that question. Right? So the fact that I've just said, what does that mean? You're now asking in your own mind, what does that mean? A classic classic example of this. And you may have seen, I think Tony Robbins does quite a lot of this kind of stuff. Like wherever you're at right now, whatever you're doing, do not think of a pink elephant on roller skates.
1 (17m 5s):
John, what are you thinking of right now? A beagle than a roller gates. A exactly. So you just can't help, but think exactly that. So just imagine you're sitting down at your desk ready to write that new piece of copy. And you know, that copy is going to convert. You see yourself having a conversation with a reader and as you see your fingers frantically typing on the keyboard, remember this, every time you write, you write into a human be in heart. So in order for someone to purchase what you're offering, they have to first test drive that thing in the mind. Right? They've got a ticket for that. Virtual will spin around the block, come back and say, yep. That felt good.
1 (17m 45s):
That, that thing, that thing is for me. So when you're writing that compelling copy or always think about having that conversation back and forth, wait. Yeah. Almost like naturally guidance as you would in a conversation towards test driving it in the mind. So maybe even as you've been listening to it over the last couple of minutes, you'll notice some of the words that are being used and I'm actually helping you paint that picture in your mind of what life will be like on the other side of implementing this copy. Right? That's what compels people to buy is painting the picture in the person's mind in a conversational way.
0 (18m 19s):
We love quick wins. Paul, Fire Nation. We're all about quick wins. Cause you know, Hey, it's how you build momentum. Like quick wins. It's the compound effect. It's the slight edge. Like how can we have a quick wind right now, just on this conversation that you can give to us to meet a fire nation that can improve our web or our conversion rates right now.
1 (18m 40s):
And John, you you'd probably say that your audience like really, really likes quick wins. Right. Really likes them. Right. And they really like him because cause you bring the fire every weekend. And they're just like, I know when I get on and listen to a JLD podcast, he's bringing the heat is bringing the heat. Exactly. Right. So, and if I was to ask your listeners, Hey, do you, do you love entrepreneurs on fire? Because it brings quick wins. They're going to be saying yes. Right. So if you're listening to this right now, you probably nodded your head. As, as I asked you that question, that's the quick win. So what we just did is called a micro commitment.
0 (19m 16s):
I see what you did there. Yeah.
1 (19m 20s):
So if you're wondering what micro-commitments are the like a series of small steps, small commitments to guide your prospect to take in that larger action, right. Something that Jason Fladlien says. And by the way, that's a guy who has sold over a hundred million dollars in webinars sales. So he, he knows what he's talking about. And he said, you should aim for 150 micro-commitments in your webinar. And I often tell people this for the first time and they had this big panics look on their face. They're like, how am I going to fit 150 times of getting people to say yes, in a webinar, in like a 60 or 90 minute presentation, you know, that's like saying yes, every 30 seconds.
1 (20m 2s):
I mean, you might be thinking the same, right? So if you, if you think someone's saying yes to 150 times, they're going to be more likely to say yes, aren't they say, buy the, buying the product. If someone said yes, 150 times, when you go, would you like to buy this product? The more likely to say yes. Right? So perhaps you're already starting to think about how you could use micro-commitments to increase those webinar conversions. And if you just find yourself again saying yes, in your mind, or even perhaps nodding your head, thank you've just been influenced by a micro-commitment and that's the crazy part, right? You hardly even realize it's happening yet. It's so powerful.
1 (20m 42s):
So if you're wondering the exact words and phrases that, that you use directly on your webinar starting today, John, we have actually put together a bundle exclusively for fire nation, which part of that bundle includes a cheat sheet of 27 ways to get people to say how yes. On your webinar, what you can just plug in and go like that
0 (21m 5s):
Academy. Hello. I want that bundle Fire Nation. You want that bundle too. But before we reveal where you can get that bundle, Paul, give us the one key takeaway that you want to make sure fire nation walks away with from this entire conversation we had today.
1 (21m 20s):
So remember when you're going through your webinars and your sales process, you're not working with statistics. Statistics give you some education, but you're working with people and you're working in a conversational way. So if you treat every part of your webinar process from the pre-frame to the webinar, to the post-sale all as a conversation, rather than a presentation, then you will almost certainly increase your conversions very, very quickly. All right,
0 (21m 55s):
Just wait any longer. Where can we get our hands on this bundle? Give us that final call to action. And then we'll say goodbye.
1 (22m 2s):
Yes. So you can get the 27 ways to say how we are selling your webinar. Also 27 webinar growth hacks plus a masterclass that's been recorded exclusively for EOFire listeners, and it's not been released anywhere else, breaking down every growth hack. And you can pick up that amplify your webinar, fire bonus bundle absolutely free at go.amplifyccom.com/fire
0 (22m 29s):
Fire Nation. You're the average of the five people you spend the most time with. You've been hanging out with PA and JLD today. So keep up the heat. And if you head over to eofire.com and type Paul in the search bar, the show notes page will pop up with everything. We talked about links to everything, including Paul's bundle, but Paul, one more time, give us a little more Intel about that bundle and then give us a URL. And then we will say goodbye.
1 (22m 54s):
Yeah. So everything that the EOFire listeners are going to be getting for free today, when they go over to this link is the 27 ways to get people to say, how will yes on your webinar right now, 27 webinar growth hacks to increase their sales and conversions on your webinar. Plus a unreleased masterclass exclusively for your audience. And you can get that at go.amplifyccom.com slash fire. Paul, thank you for sharing your truth,
0 (23m 27s):
Your knowledge, your value with Fire Nation today, for that, we salute you brother and we will catch you on the flip
1 (23m 32s):
Side. Been a pleasure. Hey, Fire
0 (23m 34s):
Nation today's value bomb content was brought to you by Paul. And if you've had your big idea, you'd be ready to ignite Fire Nation, which is why you might not have your big idea because you're not igniting now, but my free training will get you to your big idea in less than an hour. Visit yourbigidea.io today, and I'll catch you there or I'll catch you on the flip
2 (23m 56s):
Side. If you're feeling
0 (23m 58s):
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