Module 7: Preview Event and Campaign Design Transcript

Transcription

1 Module 7: Preview Event and Campaign Design Transcript Hello! It's Karen Cappello, and I'd like to welcome everyone to class 7 of the Art of Group Coaching program. Today we're going to go over the preview event and campaign design considerations. In our last class we went through the registration page elements. I want to give a special acknowledgment today and a thank you to Maria Tomas- Keegan for posting her registration page in the Facebook group. If you haven't taken a look at it, it's really a great model for speaking to the heart and soul of your people. So thank you for sharing that, Maria. Once you have all the registration page elements completed, then you can put them together into a page on your website or you can create a flyer for your group. I want to make that really clear. I talk about the registration page here; yet, these same principles will work for a flyer. If you don't have a registration page or a website, don't worry about it. Just create them as a flyer. The next step after you've done that is you're going to invite your ideal clients to view that page, that flyer, that offer, and find out if the coaching group is right for them, and if so to register. To bring us fully present, I'd like to begin with The Wholehearted Parenting Manifesto by Brené Brown. This is a beautiful document. If you haven't seen it, you can Google it. I've adapted it to what we coaches would say to our groups because what parents would say to their children, a lot of this is what we would say to our group members. As I read it just think about yourself saying this to the members of your group. Above all else, I want you to know that you are loved and lovable. You will learn this from my words and actions - the lessons on love are in how I treat you and how I treat myself. info@karencappello.com All Rights Reserved. 1

2 I want you to engage with the world from a place of worthiness. You will learn that you are worthy of love, belonging, and joy every time you see me practice self-compassion and embrace my own imperfections. We will practice courage here by showing up, letting ourselves be seen, and honoring vulnerability. We will share our stories of struggle and strength. There will always be room in our home for both. We will teach you compassion by practicing compassion with ourselves first; then with each other. We will set and respect boundaries; we will honor hard work, hope, and perseverance. Rest and play will be group values, as well as group practices. You will learn accountability and respect by watching me make mistakes and make amends, and by watching how I ask for what I need and talk about how I feel. I want you to know joy, so together we will practice gratitude. I want you to feel joy, so together we will learn how to be vulnerable. When uncertainty and scarcity visit, you will be able to draw from the spirit that is a part of our everyday life. Together we will cry and face fear and grief. I will want to take away your pain, but instead I will sit with you and teach you how to feel it. We will laugh and sing and dance and create. We will always have permission to be ourselves with each other. No matter what, you will always belong here. As you begin your wholehearted journey, the greatest gift that I can give to you is to live and love with my whole heart and to dare greatly. I will not teach or love or show you anything perfectly, but I will let you see me, and I will always hold sacred the gift of seeing you. Truly, deeply, seeing you. I want to say thank you to Brene Brown for putting these words out there. The first time I read this and even today, I think this really says what we are about as coaches and group coaches. info@karencappello.com All Rights Reserved. 2

3 Let's look at our course overview. I'd like to remind us of the four steps in the marketing process to set the context for our conversation. Step one is Vision to Reality, and those are the building blocks and these were the six elements that we started with. Step two is the Registration Page Creation, and we went through 14 elements of the registration page in our last class using those six building blocks as a foundation. Everything builds on each other. Step three is the Preview Event and Campaign Design which will easily flow from all of the information on the registration page. And then next week we'll talk about Winning Enrolment Conversations as the keys to success. These conversations will give you a chance to personally invite those who you feel are a good match into the group and to support those who have gone through the other parts of the process that are not quite ready to sign up yet. As usual, there's a reminder here that we are still operating under our group agreements which are the Standards of Presence. When sharing on this call through the chat window or if through voice, we are all, including myself, operating under the standards. Before we go into the creation of the preview event and campaigns, let's open up the chat for any questions from last class. Andrea, do we have any questions or comments coming in? Not yet. No. Okay. We'll just give it a moment here. I know it's a lot of information. Maria is thanking you for your kind words, Karen. You're welcome, Maria. That's it for now. Okay. We'll go into the preview event, and of course, there's always time to ask questions on anything that you want when we have these check-ins. Let's go into our preview event. info@karencappello.com All Rights Reserved. 3

4 Today we're going to learn the elements of a successful preview event and campaign. Just a reminder about these layers, because I think it's just so important, the first layer in all of this is the registration page. Some of your ideal clients will look at your registration page and they'll register right from there. For others it may take a few more contacts for them to come in to the understanding that this group is really for them, so the next contacts are through a preview event where they'll get an idea of your style and the content you provide. This is a taster or a lead-in to your group, and you're just going to share quality content and an offer where they could learn more. It can be done in many different formats. You could do an in-person training. You could do a virtual webinar, training by a conference call or webinar, even a series of videos or a combination of all of these. For our purposes today, we're just going to take a simple conference call as a preview event, and whatever you learn for this conference call, you can apply to any of the other formats. If you'd like, you can download the template or maybe you already have the template downloaded, and you can use that to record any thoughts or ideas that come to you during the call. When you're ready to write up your own preview script, you can go back to the worksheet and write your words and ideas that you have in those blanks. We're going to go through the steps of the preview call, and then the s and the social media will come flowing right from them and it will be really much easier to write when you design the elements of a preview call and know what you want to offer. I just mentioned that your preview call could be a lead-in, like a taster to your group-coaching offer. You could do something like three something -- three tips, three keys, three secrets or even three mistakes if you prefer. You want an intriguing title that showcases your topic and your talents. When we get to the fourth step of the content for your preview call, I'll go over this in more detail. Just think about what type of a title would you give your preview call or preview event, but I'm going to call it preview call throughout our class today. If it's a preview vent that you're doing, something different, just substitute that in. Let's go to Slide 6, Personal Preparation. We always start with this step: personal preparation. This is what happens before the call begins. It starts with your energy as you prepare. info@karencappello.com All Rights Reserved. 4

5 Before you even begin writing a script for your preview call, just as with your registration page, you want to set the stage to channeling the words and the spirit from your heart and soul. You can put on some music, light some candles. Think about the transformations that your favorite clients have received. Just get yourself in the mood to write with love. This mood will translate on to your script. I'm talking about a script here. If that helps you to write the script, great. If it helps you to write an outline, great. Whatever it is that will help you, put that on paper before the call. In this personal preparation, you're going to focus on the being, which is your essence energy, and you're also going to focus on the doing. There are a couple of doing steps here that I want to share with you. A proven outline is really a big help for the preview call, and I'll give you that outline today. There are certain steps when taken in a certain order that will help your ideal clients to really recognize if they need your group. And then I always write a script for my preview calls. It helps me not to forget anything important, and it really makes it easier for me to speak smoothly without all the "ums" or "you knows" which I have a tendency to do. I also use the word "so" a lot. This is something that I want to share. If you do have your transcripts and you're cleaning up the transcripts and you see some of these "ums" and "you knows" and "sos", it doesn't show up as what I want to say as big when you're speaking as it does in the writing. Be really easy with yourself, get out there and speak with whatever you need, and you can always clean up the transcripts later. For the preview event, I want to put my best foot forward. I can go off-script if I want, which actually I just did go off-script with you, and I usually do. Yet, having the script really helps me bring my best self to the preview event. I practice my script. I read it out loud. I see if I like how it sounds. What I'm looking for is to see if my voice dips down or my energy isn't strong with any of my words. If it is, I change those words. Everything is a vibration, and your potential clients are going to be invited by the vibration of your voice and words and your energy, as well as the content of what you're saying. The vibration and the energy probably does count for even more than the content. It's interesting. info@karencappello.com All Rights Reserved. 5

6 I pay attention to this, and I'm going to record my preview call so I want to make sure it's clear for those who might be listening at another time. Not all the people who register will be on the call live. In fact, according to an article on the web, 32% of people who register is the usual rate of people who actually show up to your preview call. This aligns with my past experience in running a live teleseminar. That means for every hundred people I have registered, only 32 will actually show up live to the call. This percentage doesn't vary a lot from one webinar to another. It's really good to know that only about a third of the registered people actually attend your preview event live. When I began giving preview calls, I expected that most of the people would show up. I thought almost everybody would. And when only half of them did, I was disappointed. After the call I noticed that my energy dipped. Little did I know that 50% was a really great number. Don't worry even if your number is lower than 30% live. We'll talk about how to fill up a follow-up with both those who were on the call and those who weren't, and we'll talk about that later on in our process. There are a couple more aspects to the preparation that I mentioned we're going to talk about later. One is the logistical preparation, the page, the campaign, et cetera, and the other is the content of the call, and we're going to go over these as we go through this class. The two most important aspects of preparation that we brought up here, step one, are your personal energy, who you're being, and the script, what you're doing. Let's unpack the actual call next. As usual, in the call we will start with a connection. This is very similar to your coaching group. This is what happens in the first few minutes of the call. You want to immediately connect with your community. Remember, there will be people that are making the call live and there will be others that are listening to the replay if you decide to have one. We'll talk about that in a little while too. You want to connect with all of them. Your goal is to bring the people who have joined you fully present to the call and the information that you're providing. This connection is similar to the one in a coaching group. info@karencappello.com All Rights Reserved. 6

7 In the preview call, you want to have a really juicy connection. I like to use a great quote, something that really inspires, or a visualization that they can participate in. My community loves visualizations, and especially if it's one they haven't done before, it draws them in and shows them that they're going to learn something new if they stay on the line. I always get questions from people, "Where did you get that visualization?" I also sometimes ask a question at the beginning of the preview call like, "What would you like to receive from this call?" I can open the lines and have a few people answer, or I can just ask them to write that down on a piece of paper and maybe even turn it over. Now, if you want to do this when you're first starting out, I recommend that you stack the deck. Have a couple of your friends come on the line and share what they want to receive, and you can do the same for them. When people know that they can participate in the call, it does bring them more fully present. And when there are people that are sharing, others that maybe feel a little more shy will feel that they can participate too. Only once you've had a couple people share or go through the visualization or the quote would you share your own story very briefly, a few paragraphs at most. You can share the story from your registration page about how you came to be delivering this "coaching group" and this will connect you with those who are listening. That's the connection. Now, step three is the retention incentive, and this is optional, although I find that this is very helpful. Remember, we talked about the idea of layering our marketing. Well, it's all a hologram. Every piece of this marketing process has the whole within it, so you're layering in the preview call as well. You'll connect, you'll share great content, and then you make the offer. You're not going to want to make your offer at the start because you haven't really given something. You haven't warmed up your relationship by then. Because that offer is going to be made later in the call, you want to make sure that your people will stay until the end of the webinar, and that's when you'll invite them to join your coaching group. You'd want them to stay till around minute 40 to 50. Give them an incentive within the first five minutes of the call. Give them a reason to stay. info@karencappello.com All Rights Reserved. 7

8 Here are some ideas. Here are a couple of incentive ideas from Instant Teleseminar which is the service we use for our call. You could offer them a PDF teleseminar worksheet that you prepared that you can send to them before the call that gives them something tangible. You can do giveaways throughout the call. These giveaways don't have to be expensive or costly. In fact, you can give away highly valuable templates that the callers get as bonuses for being on the calls live. You could even give away one membership to your group for staying till the end. I recently offered a checklist of 17 free resources for an incentive, and I think we had almost every one stayed until the end of the call. Proposing questions to the teleseminar callers and engaging them to feel like they're participants will help them to stay on till the end of the call, and letting them know that there will be a Q&A session at the end also will help them stay especially if they have some questions they want answered. Here are some ideas on your slide -- PDF worksheet, giveaways, checklists, questions and engagements as I spoke about. Speaking of incentive, some coaches use worksheets that are sent out before the call with sentences with words missing with a little blank space that can only be filled in by coming to the call, and this does work for an incentive to increase the buzz and the attendants and the attention. I personally used these a couple times just to try them, and I didn't see any appreciable difference in my attendance. Now, this could be because I was not really aligned with these worksheets. They reminded me of third grade fill in the blank pages that we got on manila paper. I thought they were a little too fundamental and not very creative. That was my personal opinion. I stopped using them. The reason I share this is that this is a proven strategy, and if it resonates with you, I highly recommend it. It's not going to work for me because my energy is not fully aligned with it. If there's any strategy you hear from me or anyone else that you're not aligned with, let it go. Choose only the strategies that you feel aligned with. I did experiment with this because it had worked and I wanted to try it, and it really helped me understand that this isn't something that's going to work really well for me. I personally do like incentives and bonuses as they remind me of gifts, and I love to give and also to receive. Those work well for me. Please use the strategies that make your heart sing as these will be the right ones for you and your tribe. info@karencappello.com All Rights Reserved. 8

9 Notice what you're doing when you go to these free calls. Do you like to receive a PDF? Do you like to get the audio? What do you like about the calls and what incentives do you appreciate? Those are the ones that your ideal clients will appreciate too. Let's go on to the content which is step four of the preview call process, and this will take the most time during your preview call, and that's a quality content. The content is really important for so many reasons. Instant Teleseminar says this. We usually see the maximum number of callers on our teleseminars and across our auto teleseminar member calls between 20 minutes and 20 minutes after the teleseminar starts. That's when the most people are showing up. I believe that the reason this is so is that people know this is when the content starts. I personally will miss the beginning of teleseminars of coaches I already know, like and trust as those first 20 minutes is when they're telling their story, and maybe I've heard it before. For the content element of your preview call, you want to showcase your wisdom you want to support those who are a match to register for your group. You do have an agenda here. This is a preview call. By this time most people know that these preview calls are great quality free content and also that there is an offer. You've heard the saying "Give them a fish and they'll eat for a day. Teach them to fish; they'll eat for a lifetime." If you give your participants a huge meal at this one call, they're going to be full, and in their minds they're going to think that they have to go out and put all of what you taught them into practice before they sign up for your group. This will actually keep them from their transformation and from attaining their goal if they try to do all of this on their own. When they encounter their gremlins, it's going to make it really difficult for them to move forward. If you're the right coach and this is the right program, they need to register now. They may think they're not ready. And if they're truly not ready, then honor that. I've also found that most of the time, when someone says, "I'm not ready," especially if they're on the preview call, the "I'm not ready" comes from fear. If a feeling of not being ready is coming from fear, it's up to you as their coach to help them get past that fear. There are ways you can organize your material in the content portion in order to help minimize their fear and help them get the support they need now. If they wait six months from now, they will be even less likely to register as without coaching the fear has probably increased. Now, info@karencappello.com All Rights Reserved. 9

10 that's a huge generalization, and it doesn't apply to everyone, I think it applies to about 80% of the people though. Again, I want to emphasize this is only if the feeling of being not ready is from fear, and that is actually true maybe 80% of the time. Remember, the person registered for the call. There's a part of them that's ready to hear something here. Given that foundation, here are some steps you want to take with your content. First of all, share the what, not the how. I want to go through this and give you some examples, because at first, I didn't even understand what this meant. When you let the participants know what is important for them and refrain from telling them how to do it, it helps whet their appetite. For example, in the preview call for this program, I shared how to get your coaching groups filled. Actually, that how is a -- oh, no, no, I am sorry. The title was Get Your Coaching Groups Filled. And I also used the same information from this preview call. Previously it was named Three Keys to Filling Your Groups. So either one of those can tell you what you want to do, Get Your Groups Filled or Three Keys to Filling Your Coaching Groups. The first key was to use both being and doing strategies to fill your group, and I shared why this was important and a couple of tips about it. I didn't go into the detail that I do here in this course about how to go about implementing those strategies. By the way, if you want to listen to that preview call as an example for yourself, it's at the top of the fillyourcoachinggroupswithease.com registration page. So you could download that call and listen to it and see how I did this too. The second key in that call was to design a marketing process that does the heavy lifting. If you were on that call, maybe you remember this. I shared the importance of leveraging your time and energy in the marketing process. I use the metaphor of baking a cake and how important it is to use the right ingredients. In fact, I even outlined the ingredients that a good marketing campaign would include -- the registration page, the preview event and enrolment conversations. info@karencappello.com All Rights Reserved. 10

11 When I did this, this was to create trust. This was to let people know what needed to be done. Many coaches were unsure of how to bring these ingredients together, how they're going to work together in an integrated fashion, and how they can leverage what they're doing. They did realize that the what was true. They knew the ingredients. If I were giving a metaphor about baking a cake and I said, "You need to add flour and eggs and sugar and all of rest of these things," those would seem to be the right ingredients and you would think, "Well, she knows what she is talking about." If I said, "I'm going to bake a cake and I'm going to put ketchup in it," that would be something that you might say, "Wow, I wonder if she really knows what she is doing." Giving them the what and the ingredients will share that you know what you're doing. The other thing I did in my preview event is I gave tips, and the tips that you give will also help your potential clients say yes. When they hear a tip that sounds aligned with them, they'll know that the rest of the information is likely to be aligned too. I used to tip about thinking of the questions your potential client would ask and writing the registration page based on those questions, based on answering those questions. Even though that's part of the how, I didn't go into a list of the questions or how to incorporate them on the page. I gave a small part of the how so that if that resonated with my potential client, then they would say, "Wow, she does know what she's talking about." Again, you want to give a little tip, a preview. The third key was to personally invite your potential clients into your group, and I gave them mindset tips for discovery sessions and enrolment conversations. I didn't give a step-by-step script to tell them how. I didn't give them s, templates for that. That's what I'm going to give you here in our next class. Since you registered for the course, you're going to get all of that. So remember, your mission in the content portion of the preview call is to give them a taste so they can see how good your information is so that they want more. And then show them how to get more by registering for your program. One other thing that's important in the content portion of the preview call is to provide case studies. Sprinkle in a couple before and after stories of your clients who have used this information most successfully. I added in client stories in my preview call. There was one that I gave about one of my VIP clients who used the same techniques that I'm sharing in this course to do a one-hour preview call that resulted in filling a course in 48 hours and bring in almost $5000 worth of income. That's impressive. That is completely true. info@karencappello.com All Rights Reserved. 11

12 You can use case studies from your testimonials or just share what happened with your clients based on the content. Even if you've never given the group before, you probably had someone, either a paid client, a pro bono client or someone in your life that you've helped through what you're going to help people through in the group. The thing is for me I have to be aligned with my case study. I have to know it's honest, because if I don't, my voice is going to crack when I say that. Take what's honestly true and share it. This creates safety and makes it easier for those who need your services to say yes. There are people that came before them that used this information that got results. For the content in your preview call, let those who participate know what they need. Let them know the ingredients. Only share the how in the form of tips. Also share the results in the form of case studies with your before and after testimonials. And just because you don't explain all of the how, you're not hiding anything from them. You're really helping them to get the full transformation they need by signing up for the group. Step five is a heartfelt invitation in the preview call. After you've given all this quality content, remember, we started with a connection with the participants, you shared a little bit about yourself, and you gave them an incentive to stay on the call and shared amazing quality content about what they need to do. Now it's time for the invitation, or as some people call it, the offer. Because you've already written your registration page, you know their challenge and your offer, so you can summarize their challenge and share the offer. Because you've already written up your incentive, you're going to give them a reason to register soon. Think about what kind of incentive you can give them to register. You need to tell them what they're getting, what results they can expect, and how to get it. Make sure you write down the URL of your registration page in your script and that it flows when you say it out loud. What I have done is gotten a specific URL for each program I have. For instance, for the Fill Your Coaching Practice with Ease or Fill Your Coaching Groups with Ease, I've gotten the.coms for that so that I can use the phrase and put the.com. In the beginning I used to do karencappello.com/fillyourcoachinggroups.html. You can also use a URL like that, but what I find is if you can brand your coaching group with a simple URL, it makes it easier for everyone. info@karencappello.com All Rights Reserved. 12

13 Practice. Repeat your download page URL. Keep your energy strong. Practice speaking your offer as an invitation from your heart. Everyone gets nervous. Sometimes I get a little nervous. I find myself that way. During this time I will put both of my hands on my heart to remind myself to speak from my heart because this is something that is really important for the people who really need it. After you've explained your offer and major heartfelt invitation, you can then let them know how to receive their retention incentive for staying on the call. I see that that's not on the slide, so it would be right before the Q&A. Right before you open for Q&A, let them know how to receive that retention incentive, that checklist of 17 resources or whatever it is that you have said, "If you stay till the end, I'm going to give you this." After you've made your heartfelt invitation, then you want to do that. And then open it up for questions. Now, ideally, these questions could be about how to get started in your program or what if they have a conflict with one of the days or are there recordings? You can also have some questions about the content of the call that you shared. If you have questions about the content, definitely answer them. Answer them as thoroughly as possible because people need to hear things many times before it really sinks in. Even if you answer a few questions really thoroughly right here in this preview call, you can still repeat that in your program. And even if you repeat it twice, people may not even remember you said it. I've gone back and listened to programs, audios, or read books, and I could swear that they did not have that sentence in there the last time I read it or the last time I heard it, and yet it's always there. We're in a different place and our clients are in different places when they hear these answers. Go ahead and answer everything to your fullest. Also, it's a great idea if you're just starting out to have a couple of your friends or colleagues ready to ask the first question if no one jumps in. I know we've all been on a preview call where maybe there's no question or nobody jumping in. Sometimes it might feel a little awkward. If there are people that are raising their hands and asking questions, it does give a higher perceived value. It shows that people are really interested. Stack the deck in your favor. Get a couple of friends and have them ask a couple of questions at the end of the call, and that actually moves people to ask questions for themselves. Make sure your energy is strong and from the heart. Be completely clear about your offer in this heartfelt invitation. Practice reading this aloud until you can almost memorize it. And as you make your invitation, notice how your voice is, info@karencappello.com All Rights Reserved. 13

14 and deepen your connection with those on the call. Again, put your hand on your heart. You really want the people on this call to feel about how much you care about them and know that you can help them. And after the heartfelt invitation, end the call. The last thing you want to end with is to say the URL for your registration page. Now, there are six steps to the preview call, and we've only talked about five and here we are at the end of the call. The sixth step happens after the call, and that is the follow-through. Once the preview event is over, the follow-through begins. If you play tennis or golf, you know how important follow-through is. There are many ways to follow through. You can send s and posts through social media. You will also want to have some enrollment conversations with those who have not enrolled from the preview call. Instant Teleseminar says if you're not following up with your teleseminar and webinar callers to offer more information to see if you can help them to provide more value or simply see if they want to take you up on the offer, you're leaving at least 50% of your revenue on the table. Isn't that amazing? All of the work that you've done to get to this point? With the post-call follow-up process, for Instant Teleseminar, their sales double within 72 hours simply because we call all of the hot prospects from our calls the next day to see if they have any questions and make them the offer again that we made on the call. You can literally double your teleseminar revenues simply by doing this. That's really intriguing. You can double your enrollments by your follow-through. If you have the phone numbers of those that attended the call, you can call each one and see if they have any questions regarding the content of the call. You're giving them something. It's not a sales call. It's just asking them if they have any questions. And if they do, you can engage with them. And if you don't have time to do those calls, you can have your assistant or another coach do this for you, and you can do this for them. You can do a reciprocity. Follow-up is important. I personally do not call people after my preview calls. Yet, we do have the phone numbers from Instant Teleseminar, so it's possible we could do that. And as I'm reading this, I'm thinking, "Well, that's a great idea to info@karencappello.com All Rights Reserved. 14

15 do." I think also if you use Free Conference Call you probably have the telephone numbers of some of them anyway. Now, there's also a question about whether to give the audio after the preview event, and there are a couple schools of thought on this about the audio format. Statistics do show that the majority of those who download the free call audios never listen to them. That is a statistic. One school of thought says that you shouldn't give away the audio. You can do a replay on another day and time for those who couldn't make it. You've probably seen these replays offered. Another school of thought says that giving the audio is a way where people can listen when they want and share with others. The event could possibly go viral. Chances are that those who download the audio may not listen to it in time to take you up on any early bird incentives, but they will get an experience of you and they may even register for this or the next group. This is one of those times where it's up to you. As you may know, I give out the audio to all my preview calls. I fly in the face of the conventional statistics. One reason is that freedom is one of my top values, and I know there are people who can't make the calls. I want to give the calls at a time that's right for me, and I have an international community. The time that's right for me may not be right for many people around the world, and I want to make sure that they are served. I want them to be free to listen to it when they want. And it's really worth it to me to get a few less people into my programs now, maybe even 50% less, for the long-term gain of having the audio available. And personally, I am busy during my days and I don't like to be constricted to a time when I have to go to a call and listen to the audio. And if I have another client or something at that time and I can't make the call but I really want to hear this, I'm lost. And then they have a replay on Saturday or Sunday, and that's not right for me either. Personally, I do listen to these audios when I have time, and I do sign up for some of these programs without the replay time but with the audio. That's me. That's what I resonate with. That's probably what my community resonates with too. One thing I do though is I put the audio on the registration page at the top. You might have seen it there, and if you haven't, you can go look. When I send out an letting my community know that the audio is available, I give them the link to the registration page, so I know they're at least going to the page if only to info@karencappello.com All Rights Reserved. 15

16 listen to the audio, and some people may start reading once they get there and register. I allow the audio to be downloaded from the registration page. Again, you'll see a lot of people that say you can listen to it here and stream it, but you can't download it. I let it be downloaded. Again, my value of freedom. Once the program begins, I can take the audio off the registration page. I didn't do that for this course in case you want to download it and listen as part of your course materials. I probably will take it off at some point. The other thing is if you have this audio, if you want, you can turn it into an info product. If you get a transcription of the audio, you have a small info product with an audio and a transcript that you can offer in the future. I did mention on the Facebook page in response to Maria's question that you can take that audio, and you can share it with advisers or referral people that can refer you to your clients. They can hand the audio to somebody. They can give them the URL, and that person at any time can get an experience of you. And then once that person gets the experience of you, they can sign up for a group in the future. The audio will do a whole lot of leveraging in the future. Make a decision for what works best for you on what to do with that audio, but definitely record your preview event. If it's an in-person event, there's a great resource called Audio Memo. It's like $2 or $1.99 on the iphone, and it will record an audio of any length. So you can just record your whole preview event right there on that audio from the podium. Now, the next elements of follow-through are so important that they have their own line items in this class. After the call, your campaign will be a good reminder to those who want to enroll in your group. Let's look at the preview event outline. Just take a quick look. Step one is personal preparation; step two is a connection; three, a retention incentive, some kind of incentive for them to stay until the end of the event or call. High-quality content is step four, and that is probably 40 minutes of your one hour is that high-quality content, a heartfelt invitation, and step six is followthrough. Of all these steps, follow-through can bring you 50% more enrollments. It's amazing. info@karencappello.com All Rights Reserved. 16

17 Here are some ways to follow through in addition to calling people, and that's your campaign, the first thing. I do want to say, before I go into your campaign, I was advised by someone to ask for a phone number in addition to name and . This actually sounded pretty good because people were really wowed when a phone call was given. I did see the value. I do see the value. I asked her phone number. And on this particular list-building, I don't know if it's because I asked for a phone number, but I had very few people sign up, even though the phone number was optional. In other list-building I had hundreds of people sign up. I don't ask for phone numbers, and that works for me. But I do ask for s. A lot of my follow-up and follow-through happens through s. That's why I'm going to talk a little bit about this. These are the easiest to create after you've scripted your preview event, and you're going to design a separate registration page for the preview event which is going to be a lot shorter than your long registration page for your call, and you can start sending your s three weeks prior to the preview event and then three weeks prior to the group start date. Let's go back to the beginning and start with the preview call campaign. You have your preview call outlined and your script finished, and you're going to create a simple registration page and a series of s inviting people to that preview call. If you don't have a list to invite, then it's really easy to go through social media to post your call and have your family and friends post and invite for you. And even if you do have a list, invite others to post to social media too and invite people for you. You're going to use your own list, and then you're also going to use other people who know, love and trust you to invite their friends. As I mentioned before, design a separate title for your preview event and a separate registration page. The event could be a standalone training. Your community is going to learn what they need to do just by attending this event. They're going to get value from this preview event. Here's the optimal timeline. For your preview call, begin sending s and social media posts at least three weeks prior to the event. And then when the event is over, allow three weeks after that to the start date of your coaching group. The whole process takes about six weeks. info@karencappello.com All Rights Reserved. 17

18 You don't want to start too early as people who registered may lose interest. Start too late and they'll have that time booked out already. If you find you're not getting the registrations you want for your preview call, try adding a week of promotion to the next round and see what that does. And especially if you're new in a niche, you might need more time to promote. This is not an exact science. There is an art to this too, so find out what that sweet spot is for your community. I've included a template series of campaigns that starts with the preview call and goes into the coaching group registration. That is on your download page, and it's in a Word doc so that you can cut and paste from it. I like to send out an approximately every five days or one week during the campaign. You're welcome to take all of these s, change them as you wish, and once you run that campaign, you're going to see what works for your group and you can tweak as you go along. The s use the elements of the registration page in them. You can use those elements for your s. For the preview call, you want to add more s and less to the registration page as it's the first time that they're hearing about this so the s are a little longer, registration page is shorter. For your coaching group, you want to have shorter s that lead to the registration page where there is more detail. So that's your campaign. Next, I want to talk about the social media campaign. This is just a godsend for me. We never had so much social media when I was starting. For your social media campaign, I've listed the main social media sites on the top 17 tip sheet that's also on your download page, and I recommend for ease, to take the benefits that your clients will receive from your group, take that off your registration page and add them to your social media. Pull those little sentences out and put those into social media. You can add a photo if you like and a shortened link. There's a resource for shortened link on that tip sheet. These posts should be no more than one a day and interspersed with other posts that simply add value. If you want, you can post your preview call on your personal page and Facebook, let's just say, as it's a free event; and for those who want to, you can create a Facebook event for your call. info@karencappello.com All Rights Reserved. 18

19 The reason you want to intersperse these with free content is if you go back and look at your -- I'm just talking about Facebook now, but this could apply to other social media. You don't want every day to seem like all you're doing is inviting to the call, inviting to the call, inviting to the call. Add some quotes, add some value in between. Be sure to add a post on the day of your preview event for starting now. There are those that will be there and want to attend and just come right on the line. One coach I know tells the story of how she had 17 people sign up and attend her preview event three minutes before the call because they read about it on social media. That's pretty exciting. We've covered a lot of ground today. Here is your home play. Give yourself time to let all this settle. These campaigns do take a little time to put together, and the good news is that once you do the initial campaign, you can use it as a template for the next group and the next group. Just change the times and dates. And notice how the decisions you made in Class 1 led to the building blocks of the registration page in Class 2, and the registration page is the basis for the preview event and and social media campaigns in step three. Start organizing your material for your preview event and your campaign based on your registration page content. Be really easy about this. And post what you're working on on the Facebook group for acknowledgement and support. One thing I want to add to the home play this week, and it's not on your slide, I've sent out an today. Either it's gone out or it's going out soon to all who have taken this course for a savings on our upcoming Group Coaching Certification course that's starting in a few weeks. If you're inclined, please take a look at that as part of your home play, if you'd like to get certified. You are the first people I'm inviting. This class is the first group that has heard about this. There are only six spots open with me at noon Eastern on Wednesdays starting later this month, and there are six spots open with Joanne Waldman, who is another magnificent trainer. She is going to be doing this at 8 p.m. Eastern for those in time zones that would be better suited to that. And when those spots are filled, there's not going to be another course till next year at the earliest. info@karencappello.com All Rights Reserved. 19

20 If you want to get certified, this is a fantastic course. You can read about it on the page. I'm just so high on this because it's kind of like a supervised coaching course, but it's for group coaching. And we do a lot of acknowledgment and coaches come out and say they have so much confidence about going into their group. It just really is an exponential confidence builder. If you're unsure if this certification course is for you, please reach out to me and let's talk in the next couple of days so that you make sure to get in on the savings. The savings is good for I think 48 hours. Take a look at the details of the course at groupcoachingcertification.com. And if you're interested in talking about it, send me an . Write to me at karen@karencappello.com and we'll set up a time to chat. We are at our famous Q&A session. We've covered so much ground today, and I want to ask, are there any questions either about last week or this week? Andrea, we got any takers? We do. Somebody said, "I just barely glanced at Maria's event and I can't wait to read more." Sally asked the question, "Hi, Karen. Can you repeat where your precall can be downloaded?" This came halfway through, so it might have been about the preview call recording. Yes, I think that's it, fillyourcoachinggroupswithease.com. And you know, Andrea, maybe we can put that recording on the download page, just a link to that right in the preview call so we can say, "Here's an example of a preview call." Yeah, so in Call 3? Yeah. Yes. I think that would be great. Thanks for that question, Sally. Sally says, "Not the right one." You can type it in again. Laurie asks, "Regarding your URL for registration, do you have suggestions for things that make that simple to hear? Sometimes it seems that the URL people give out is complicated, and I wonder if there's a guideline for that." That's a good question, Laurie. Honestly, I try to keep it as simple as possible. You see my URL that I just said, groupcoachingcertification.com. That's pretty simple. Fillyourcoachinggroupswithease.com. Theartofgroupcoaching.com. And I actually took the "the" out and I got artofgroupcoaching.com and theartofgroupcoaching.com. info@karencappello.com All Rights Reserved. 20

21 So if people forgot, it would be easy. I say it's got to be close to the name of your program. Andrea, do you have any guidelines for that? Some things that come up to me are keeping it super simple and realizing that like Australia doesn't use a Z but uses an S and things like that. You think about the countries you're in and the familiarity with those words. Canada uses the U still on color and things like that. But also to stay away from names that you don't know how it's spelled like Smith. It could be S-M-Y-T-H. It just starts to be hard. My brain does not work when someone spells out a URL. I want it to be words that sort of sing in my head and that I don't have to think about too much. So those are the kind of things that I would pay attention to is to -- like Karen said. Hers are so clear, groupcoachingcertification.com, fillyourcoachingpracticewithease.com. There are no guessing about how the words are spelled or too much. I guess practice can be spelled two ways. But anyway, yeah. I don't like it when people have to spell it out because I get lost in the letters. And for me, with my last name, since I have two P's and two L's, I have the misspelling of my last name which is most common with one P. I have both of those URLs and one is forwarded. I also have my address karen@karencappello.com and karen@karencapello.com because I was losing a lot of s. Here's the other thing. I do sometimes use the like three keys, number three, but the other thing. If it's a number or if it's spelled out, it could be confusing. If there's an "and" in there, it can sometimes be confusing. I would say stick with something as simple as possible that is a phrase in somebody's mind. My monitor is success with ease and joy, and I do have successwitheaseandjoy.com. I never use it, but if somebody types that.com, they'll get to my website. Karen, something else that makes me laugh is the use of hyphens in an URL. It drives me crazy. So it's we-love-cats.com. Just to me it's like crazy, and I know they can't get welovecats.com or there's a reason why they want the hyphen, but it drives me crazy because it just sounds so Well, it's hard to remember. info@karencappello.com All Rights Reserved. 21