October 31, 2024

Dylan Frost

Dylan Frost is the Chief Marketing Officer at Spotlight Brand Services, Chief Strategy Officer at Ascension Consulting, and the Co-Founder of The Wholesale Formula. He is a direct response marketing expert renowned for his innovative approach to webinars. As a seasoned mentor, he’s teamed up with industry leaders to deliver transformative sales strategies. His techniques have consistently produced multimillion-dollar revenue streams with streamlined efforts. Leveraging his vast experience, Dylan offers mentorship on maximizing leads, crafting compelling presentations, and perfecting the art of the webinar.

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Here’s a glimpse of what you’ll learn: 

  • [3:17] Dylan Frost’s experience running webinars that significantly boost revenue with minimal work
  • [4:19] Dylan’s triple-phase approach to successful webinars and how it can increase sales 
  • [5:20] The importance of recognizing mentors and influences for effective strategy development
  • [15:58] How fewer slide words and frequent transitions can drastically improve webinar engagement
  • [16:02] The power of storytelling in capturing webinar audience attention
  • [5:28] How Dylan strategically uses registration processes to improve webinar show-up rates
  • [16:11] Effectively blend commanding attention and future pacing for webinar success  
  • [32:46] How to transition from webinar content to making an offer

In this episode…

Are webinars still effective in a market inundated with digital content? Properly crafted webinars can be a fast track to increased conversions and revenue growth. How can you use webinars as an effective marketing tool, converting prospects into leads? 

Dylan Frost is known for his direct response marketing acumen, particularly in the domain of webinars. He shares insight into tactics that can add millions to your annual revenue and stresses the importance of a well-crafted narrative, revealing how webinars are still highly effective when executed correctly. With his guidance, we learn how every webinar can be a strategic force for genuine engagement and significant sales. Dylan outlines his method with an emphasis on scripting and the significance of phrasing, pacing, and the incorporation of powerful psychological techniques that help attendees move from interest to committed buyers. Careful to acknowledge multiple learning styles, Dylan underscores the importance of having an adaptable structure while delivering the wealth of a well-rounded webinar approach that maximizes results. 

In this episode of the Timeless Marketing Podcast, host Brian Kurtz welcomes Dylan Frost, the Chief Marketing Officer at Spotlight Brand Services, Chief Strategy Officer at Ascension Consulting and the Co-Founder of The Wholesale Formula. They discuss strategies for creating high-converting webinars as Dylan shares the three-phase process that includes crafting the hook, structuring the content to lead smoothly to the offer, and optimizing the all-important post-webinar engagement.

Resources mentioned in this episode:

Quotable Moments: 

  1. “Webinars done right, in my opinion, are the fastest way to money.” 
  2. “The real rub on this: Create an epiphany in someone; they feel empowered and become more interested and motivated to take action.” 
  3. “Script every word of your webinars for consistency and quality.” 
  4. “You have to have a great webinar script; you can use it over and over again.” 
  5. “If you are scared to sell, your audience will be afraid to buy.”

Action Steps:

  1. Script every detail of your webinar: Scripting ensures consistency in delivery, which creates a reliable and professional webinar experience.
  2. Prioritize registration phase: Getting more sign-ups frequently translates to more attendees and, potentially, more customers.
  3. Construct engaging content with epiphanies: Creating ‘Aha!’ moments for viewers can lead to greater adoption and acceptance of the offers made towards the end of the webinar.
  4. Craft a compelling webinar hook: A strong beginning sets the tone for engagement and sustains interest, influencing viewers to stay till the offer is made.
  5. Leverage the post-webinar phase: Many overlook the power of follow-up. However, a robust replay sequence can often double webinar sales.

Sponsor for this episode…

This episode is brought to you by Titans Xcelerator.

Titans Xcelerator is a private mentorship program for direct response marketers.

It is one of the most giving communities and serves as the de facto board of advisors and marketing insurance policy for over 250 of the best and brightest direct response marketers, copywriters, media buyers, marketing agencies, senior executives, anyone in direct response marketing, who is committed to growing and scaling their business.

And you don’t need to spend 10s of 1000s of dollars either. 

Titans Xcelerator is 1/10 of the price of most groups of its kind. 

And with a private membership, you’ll receive access to the full presentation from today’s episode, along with the Q&A and discussion that followed. 

As an added bonus, you’ll receive access to a vault filled with many more private calls just like this one.

The bottom line: you don’t have to grow your business alone. 

If you want to see how Titans Xcelerator can help you grow and scale your specific business, go to BrianKurtz.net/help

Episode Transcript

Intro  0:03  

Welcome to the Timeless Marketing Podcast with Brian Kurtz, your connection to insights from some of the top direct response marketing minds on the planet. Hey, it’s Brian Kurtz here, host of the Timeless Marketing Podcast. Today’s episode is a clip from one of the two-hour calls inside Titans Xcelerator, my private mentorship program for direct response marketers. Before we get to that, I have one question for you. Do you have a marketing insurance policy? If you don’t, you need one. And that’s why I created Titans Xcelerator, which is one of the most giving communities and serves as the de facto board of advisors and marketing insurance policy for over 250 of the best and brightest direct response marketers, copywriters, media buyers, marketing agencies, senior executives, anyone in direct response marketing, who is committed to growing and scaling their business, the bottom line, you don’t have to grow your business alone. And you don’t need to spend 10s of 1000s of dollars either. Titans Xcelerator is 1/10 of the price of most groups of its kind. I know because I hosted a group that was over $20,000 a year. If you want to see how Titans Xcelerator can help you grow and scale your specific business, go to briankurtz.net/help. That’s B-R-I-A-N Kurtz [dot] net [slash] help. And with a private membership, you’ll receive access to the full presentation from today’s episode, along with the Q&A and discussion that followed. As an added bonus, you’ll receive access to a vault filled with many more private calls just like this one. Again, if you want to see if Titans Xcelerators are fit for you with no obligation. Go to Briankurtz.net/help. That’s B-R-I-A-N Kurtz [dot] net [slash] help. And feel free to email me directly. I respond to every email with questions about this episode. Or just to say hi, brian@briankurtz.net. Now onto today’s episode. So I’m going to bring Dylan on now, because I want to make sure he has enough time to deliver this amazing presentation. Dylan, as I said in the emails leading up to this is, I mean, I don’t want I’ve swallow, I swallowed this head too much already. So I’m just going to say he’s basically a slacker who doesn’t do very much. He gets other people to do the work for him. Not true. And he is just, he’s a wizard. And I just, I’m so happy that he agreed to come on and talk about webinars and and, and you can pick his brain on a lot of other things. So I think we’ll have enough time for Q and A as well. Because how long is your presentation going?

Dylan Frost  3:12  

Yeah, last time I did, I was able to crave it in 75 minutes.

Brian Kurtz  3:17  

All right, so you don’t have much more than that, but I want to make sure everybody gets everything that you have to offer today.

Dylan Frost  3:25  

But I’m comfortable today if people are willing to stay on oral care, yeah, yeah. 

Brian Kurtz  3:29  

And we don’t have to stop exactly at one o’clock, as if people have to peel off. It’s fine. We record the whole call and everybody gets the whole call. So that’s always a benefit. So yeah. So Dylan, thank you also for coming on early so that you were able to participate right from the get go. And most of our, a lot of our speakers don’t come on for the chit chat and the sharing and all of that. So I really appreciate you doing that that made me that made me that you, you it just, I’m humbled, and I appreciate it.

Dylan Frost  4:01  

Oh, yeah, absolutely. It’s fun. It’s fun to chat.

Brian Kurtz  4:06  

Well, time for you to chat with us. Dylan, so you’re on.

Dylan Frost  4:09  

Alright, let’s see. Let me see if I’m smart enough to share a screen and do it in a way that. Alright, we see that?

Brian Kurtz 4:17

Yes, sir.

Dylan Frost 4:19

Fantastic. Okay, all right, so I do a lot of things, more than we can talk about here, and I don’t want to waste time doing too many intros, so I just do a lot of different stuff. But what we’re going to be talking about today is something that I’ve been having a lot of success with, and that’s webinars. You’re going to apply a lot of what you learn here to a lot of what you learn here to a lot of different things, whether you do webinars that make sense for you to do in your business or not a lot to share and a very little time to be able to cover it. So I’m taking a really broad, wide approach. There’ll be some disclaimers about some of this information here in just a second. But also I like to. Make sure and acknowledge where a lot is, where I learn a lot of these things. So I have had the pleasure to be mentored and partnered on projects and work a lot with Jason Fladlien, someone named Jason Fladlien, author of a book called One To Many.

Brian Kurtz  5:20  

Jason has spoken to this group about his $57 million crypto launch, and that was a two and a half hour call, by the way.

Dylan Frost  5:28  

Fantastic, right? So I worked a lot with him and learned a lot from him. So I just want to make sure and definitely recognize a lot of tactics and things that I’ve learned from working so closely with him over the years, right? So I like to acknowledge the people that deserve to be acknowledged in this sort of stuff. Okay, now this title is pretty self explanatory, right? We’re gonna be talking about webinars, how to add millions in revenue per year or maintain your revenue with half the work required using them. Big thing I want to hit on here. First, webinars aren’t dead. I’ve heard a lot of that. That’s a rumbling that’s gone on in the info marketing space here over the last few years. People talk about dwindling show up rates or weaker webinar performance, but the reality is people just don’t do webinars correctly, and that’s why their performance is poor. And so today I’m going to show you how you do webinars correctly so that they do convert incredibly, incredibly highly, with very little amount of work required to get to that point and a whole lot less complicated marketing to be able to get to that point as well. Webinars have done right, in my opinion, are the fastest way to money. You can go from idea to, you know, 100,000 500,000 even a million dollars in sales, in a week or two weeks, you can really, it can be that from conceptualizing an idea to making the money. Yeah, and what I’m going to teach today, really, it’s you send three emails, you show up live, you teach, you present, and you walk away with hundreds of 1000s of dollars, or even millions of dollars. That’s how it works for me. Do this all the time. They’ve actually made me a little bit lazy. So what Brian was telling you wasn’t necessarily, you know, false, because once you get this process right, you can just do it again and again. Once you have a great webinar script, you can just use it over and over. Some of my webinars are on their fourth going on their fifth year of life, with maybe just minor changes or tweaks to keep it fresh, little things here and there, just doing the same thing over and over. It is a strategy that can afford you so much time. In fact, over the last couple of years, I’ve done around 10 million in revenue with webinars like this one, just looking straight up at my Infusionsoft dashboard. This is a great example of a webinar at scale. This one, I got 23,000 opt-ins, over $3 million in sales, earnings per lead. On that is $129 Fun fact, this is going to be the lowest earnings per lead. Example that I’m going to show you here is a webinar from May of this year. All these are pretty recent examples. I’ve got some more recent ones that probably should have been thrown in here, but so I emailed 40,000 people on my email list when I promoted this webinar, I only got 502 people to register, though. So I emailed 40,000 people, but only got 502 people to register. People registered, but I generated $84,000 in a sales office webinar after refunds. So it was an EPL of $168 earnings per lead of $168 not bad for a low registration rate. Here’s another one from earlier this year. Little step up. 256 people registered for this $117,000 in sales after refunds and EPL of 460 no payment plans, but no payment plan on this one, by the way, this is all just only full pays for this. Here’s one from what this was just a couple of months ago. Emailed 3700 people, 260 registered $169,000 in sales, after after refunds. And we can, and we can still go up from here. How about an EPL of $746 you know, only 464 people to register. And to be clear, I’m saying the register does not show up. Register for the webinar, and that’s where these numbers are being generated. Being generated, okay? And every one of these is a free webinar, isn’t it? You know? If you don’t believe me, I’ll let you log into my Infusionsoft. You can see it for yourself, right? So in this presentation, I’m going to give you the very, very abridged version of the entire process, start to finish, on how you can write a webinar that can make you one to, you know, $3 million per year, or whatever. Again, very bridge. So you’re going to get the 30,000 foot view of the process beginning to end. But just realize there’s a lot of nuance to everything I’m going to talk about before we start. I want to warn you, I’m going to show you just one specific example of one specific way that you could do. There are other ways to go about this that work or that may make more sense for you and your audience, right? I may speak in absolutes sometimes, but that’s actually just the way I talk. Sometimes. I’m hyperbolic for effect, but nothing is absolute in this world, so make sure and keep that in mind. There’s a lot of nuance to some of these tactics. Or depending on your offer, your audience type, your style, that I’d recommend, maybe a different approach for you, or did some of these tactics both micro and macro, right? But we won’t be able to get through all those corner cases, right? You’re just going to get the very general outline of, here’s how it usually works best, right, and apply it to you in a way that makes sense, right? Okay, so we’re clear on that we’re good. Let’s get into it. Successful webinar has three primary phases, and this is very overlooked, because phases one and three are equally important to the webinar itself. I think this might be the top reason most people suck at webinars is they don’t realize how much sales leakage happens in phases one and three. The reg phase is all about getting people to show up. It’s pretty obvious, right? But the more people you get to show up to the webinar, the more money that you’re going to make. People that show up live to a webinar convert to the sale at a significantly higher rate than people that don’t. So a huge priority should be getting butts in proverbial seats. Okay? Now phase two is the strategy of the live presentation, the webinar itself, right? And this psychological sequence that you put through people to eventually generate the sale. And then phase three is your replay sequence. Your reply is how you get people to buy that couldn’t attend live again, lots of people totally screw this up. This is one of the areas that I think most people could dramatically increase the results if they fix this process for them, the replay process. Roughly half of our sales come from the replay, right? And if roughly half of your sales are not coming from people that are buying through the replay, then you’re probably screwing it up. Your process is probably bad. If you if you if your money feels like I get a lot of sales on live, but I can’t get people to buy during the replay. I’ll teach you today how to solve that and basically double your sales in any webinar promotion. Okay, alright. Now, we’ve moved into phase two. So that was a lot of the tactics about the registration, getting people to show up to the webinar. How you handle that, that sort of thing, right now. So now I want to talk about phase two, which is the webinar itself. King of the simple and fast outline and structure for how I set these up and create these, these webinar presentations, right? So number one, I script every word for my webinars, and I recommend you do that too if you’re able to. Doesn’t make sense. Not everyone is able to do that. But script every word, in fact, of just this simple presentation that I’ve been giving to you here today, almost every word is scripted. I’m reading from a script right now. As I provide you this presentation, it adds consistency for you, right? I’m just not very good at shooting off the hip, right? I’m not very good at it, but I can add incredible consistency to my performances. If I script every single word, right? It also adds quality. I know that’s not for everybody. Some are more robotic when they’re reading, right? I think I do a little bit better job at that than most, right? So it does work better for me. Your webinars link, there is no you know, proven formula for this, right? I’ll say it just needs to be, as long as it needs to be, that’s just different for different kinds of offers and different kinds of price points, right? No straight answer for that. So as long as you have, but I will say this, this is another huge thing that can dramatically, in some cases, increase your conversions. If you need to set the proper expectation for length. That’s actually a phase one thing. So it’s not really a phase two thing, as much as a phase one thing. So here’s the real rub on this. When people register for a webinar presentation, they have an internal instinct and built in belief, commonly that it’s going to last an hour. That’s how long people think it’s going to last. So what happens if you don’t get to your offer for 75 minutes into your presentation? Well, a lot of people will have not seen it because they made plans in their life to show up to this live thing for an hour, and they had to leave at after that next top of an hour or whatever, right? So you have to. It’s incredibly important in your registration process. Registration process and your emails, on your registration page, you have to give people an expectation of how long they’re going to be there, or an expectation of like, you know, what you’re really doing is making sure that they you’re telling them how long they need to be there, so that they definitely see the offer, right? So if you don’t do that by default, they’re going to think it lasts an hour. If it takes you longer than an hour to get to get to your offer, you’ll just lose people to the fact that they had to go pick their kids up from school, or they didn’t arrange for child care, or they they had scheduled a doctor’s appointment, or blah, blah, blah you got, you know what I mean. So setting an expectation for length is really important, especially especially if you have any chance of going over it. Hour, it becomes absolutely critical. So don’t miss that. A lot of people miss that huge conversion increase by making sure that you do that you should be changing slides every one to three sentences on average. Or maybe you can even look at it and in terms of seconds, and every you know eight seconds or so, you should be changing slides or transitions, having a transition occur in your slides, that might seem absurd and like a lot of work, and it kind of is, but it is about attention span. You don’t have to keep that pace all throughout, but you really want to have as many slides or as many transitions as possible for the viewers, so that for the purposes of attention spans, which are getting shorter and smaller and smaller. That fast pace increases engagement, increases likelihood that they stay, it also helps you with your replay, which we’ll talk a little bit about later.

About the author 

Brian Kurtz

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