247: The Art of Mastering Live Events

Melissa:

We're gonna go to Marilyn next. Hey. Hey. So Marilyn says she set up her 1st LinkedIn live, and she has, her, VFO ready. How do I promote it, And is my CTA download the VFO and or book, a a call with me for my 1 on 1 coaching program? So let's talk through that.

Marilyn:

Awesome. Yeah. Super excited. So the last time we coached, you said, yes. I love this BFO idea, and then I verified. I recreated it. Jackie said, yes. This is good to go.

Marilyn:

So there's a huge ripple effect that that causes that I didn't realize what that workload looked like. So now my website is updated by my web designer. My graphics are created. I now just finished yesterday the 7 email welcome series that's in the templates. What do you, do I have a couple of questions around that? Okay. Through that email sequence, is there a place that says what the timing is? Because a couple of those emails will say, hey. I sent you this email yesterday. Please send it for my 15 minute strategy call.

Marilyn:

How do I know the timing of those 7 emails? That's my first question.

Melissa:

Okay. So this is they download your offer. Yep. And now you have so this is a freebie, and they've downloaded it. And now you've created a 7 email nurture to support their download, to keep them warm and kinda move move things along. And one of the things in your email sequence is to offer a consult call. Yes. Okay.

Melissa:

How far like, what email is that?

Marilyn:

Which email offers the call?

Melissa:

Yeah.

Marilyn:

Well, I also did a thank you video. And in a thank you video, I say, after you've looked at this workbook, if you would like an audit of your work, jump on a 15 minute call with me. So I started asking them from the very beginning. Let's connect.

Melissa:

Yep. Yep. Okay. And you're and and what is your specific question around this?

Marilyn:

What is that? So how do I promote this LinkedIn live Mhmm. Is my end goal to get them to download the workbook or to book the call with me? Like, what's my end goal as a 1 on 1 coach?

Melissa:

Okay. So in the LinkedIn live we're talking about is something, like, separate from the the freebie offer that we're talking about. Although the LinkedIn live may be you teaching to that freebie, what we were just talking about. Okay. Okay. And so you're wanting to know how I'm sorry. I'm trying to, like, tease apart these these questions here. So you're wanting to know when you're when you're presenting in the in the in the LinkedIn live, what's the call to action? Yes.

Melissa:

Okay.

Marilyn:

The first question.

Melissa:

Okay. Yeah. So probably like what I shared with Tisha, I mean, what we do, and it depends on, you know, where you are with booking clients. Are you looking for immediate clients right now? Or do you have a wait list? Like, what does that look like? Are people, applying? So what I would do is, you know, you wanna give a lot of value in the workshop up front and maybe promise on the back end of the workshop, you know, some kind of, you know, stay stay on till the end kind of thing because you're gonna be sharing with them some information on how they can work with you, maybe even kind of a live offer with them on the screen kind of thing. It's something I'm I'm thinking about when you're going live. You it's kinda like allowing your leads to choose their own adventure. So if you're gonna do the workshop, you can drop in the chat a couple of different times. Here's the link for the the freebie that I'm talking about.

Melissa:

Like, if you wanna take this and go, like, marinate on it, process it, but they're joining your email list by doing that. So then that 7 series email is gonna be able to nurture. But I also think it's a choose your adventure. Right? So I think you also offer up towards the end, you know, the opportunity to book a consult call to see, you know, if they're the right fit to work together. And you could even throw in there some type of offer, like a CTA, you know, to act now, to book that consult call. Right? I I don't wanna overcomplicate it. I don't want you to try to cram too much into this one live that's being marketed as, like, a free workshop. But I do think that you can create the kind of choose your own adventure.

Melissa:

Like, we're just now we're just starting to date and you want to just take this information and, like, go marinate on a little bit and join my email list, and I'll be able to nurture you that way. But there's also an opportunity if you wanna move forward with the momentum you've got in this hour, and you wanna book a consult call with me. Here's this option as well. And, again, that's where I go with if you wanna create a little bit of urgency before you wrap up the call. You could throw some type of incentive out there for, you know, a certain number of people who book the consult call, the first five who book or book within a first, you know, certain number of days. They get, like, a, you know, a certain, like, coupon code where they get a a percentage off or a discount. If if you're aligned to that, you don't have to. You don't have to throw out any discounts.

Marilyn:

Yeah. I'm not I'm so I love that. That is super, super helpful. Thank you so much. Choose your own adventure sounds super fun and approachable and very much my style. Mhmm. And maybe what I could say is I'd love to help you more with this. And the first five people to book a call with me, I'll also do a free disc assessment of your work style.

Melissa:

I love that because that could turn into a consult where you can really, in that DISC assessment, identify additional offer like, upper like, gaps and opportunities to actually sell them on working with you. It's like an audit.

Marilyn:

Yes. Yeah. Yeah. Love that. Love that. Okay. Cool. Cool.

Marilyn:

So I'm gonna be doing this series. I'm it's the 3 secrets, and I stole one of your ideas. I printed it out so people can see

Melissa:

it. Yes.

Marilyn:

The three secrets to leading a team that gets done. And one of the first things is trust. So that's next week's workshop for 2 weeks. Then it'll be on innovation, and then it will be on delegation. Should I give them the whole workbook or just part of it at each of those calls?

Melissa:

Oh, that's a good question. Well, let's think about the pros and cons. I mean, obviously, it's gonna be work to break it apart. You just thought about the ripple effect of making one change. Right? So now you're making 3 downstream, which is magnified 3 times over. So just think about that. So it depends on capacity. Right? What you may wanna do is just give them the damn workbook and just market it as though, you know, we're gonna unpack, you know, the next 2 and the next 2 workshops.

Melissa:

You know, if you think about our master class, it's a 9 day, and we give out the workbook on day 1, and it's got everything in it. And it just shows them what's coming if they and it just entices them to come back because you get so much more from the actual didactic coaching than you do what you're flipping through in the book, right, in the workbook.

Marilyn:

Okay. Also, as I'm going through the structure, do you have some best practices for time of, how long you talk, how much value you're giving? And then do you offer to bring people up, or do you ask for questions in the chat?

Melissa:

Yeah. I've done all of them. So, you know, there's it depends on how large the audience is, and whether you wanna control, like, controlled environment or not. Right? What I have found is when I go well and you're doing a LinkedIn live. Right? First of all, it's a technical question. Are people gonna be able to engage and ask you a question? Are you using Zoom to stream into LinkedIn live? What, broadcaster are you using?

Marilyn:

Yep. So I've watched Jackie's video on doing that. I signed up for a bigger Zoom account now instead of just using my husband's. I haven't quite figured out the technical piece of integrating with the key. I'm gonna work on that tomorrow. Yep. But, yes, my plan is to use Zoom and to get people to sign up for the Zoom.

Melissa:

Okay. Word to the wise. Just gonna, Jackie May feels differently about this, although Jackie was with me when this happened twice, and she couldn't fix it either. And because it the key was not because we we ultimately had to have Allie help us out. I don't even know exactly what was going on. But just be careful the first time you do this, depending on Zoom, also broadcasting into LinkedIn and having a split audience because what you may have to do if the technical aspect doesn't work out, which happened twice with me with Jackie beside me in the same room. Okay? You're gonna have to decide, do I abort and leave everybody sitting here on Zoom to go over to LinkedIn? Or do I go over to LinkedIn and like, you're gonna have to make a choice, Right? So it can make your armpit sweat a little bit if you haven't tested it out and made sure it's really working well. Right? So I would say maybe find a couple of peers here in the group.

Melissa:

And especially since this is your first one and practice it. Make sure it's streaming and that you have an audience on Zoom and you're being seen on LinkedIn. Practice it and make sure it all works before you go all in and do it would be my only caution. And I don't know. Allie may be able to speak to this. I know she's on the line. But when it's the first time you've done it, it's just not simple. It's not super basic.

Melissa:

And I don't know. Ali Ali, I don't know if she's multitasking or maybe has, like, no opinion of it. She just thinks that I'm an idiot.

Melissa:

No. I'm totally multitasking and missed the question. So

Marilyn:

Sorry, Ali.

Melissa:

Yeah. So she's just she's never, done, like, the key setup with Zoom to go live on LinkedIn. She's gonna be doing her very first, like, live workshop, and I just cautioned her that if it's not set up perfectly, it can backfire on you, and then it's really awkward because you have an audience on Zoom, but then you also have an audience waiting for you on LinkedIn that you've marketed it to. And you have to make a last minute decision if you can't figure it out. So I told her she probably needs to practice and make sure it's running smoothly before she runs out the gate with it.

Melissa:

Yeah. Totally. And I see Cathy just dropped into the chat, about Restream, which is what we use, and you'll have that's the only way you can stream into LinkedIn is to use Restream or, like, another broadcaster. Otherwise, you're just recording a live recording a video and posting it, and it's not actually live. So, yeah, you can just make sure all that stuff is set up. And, when you go into restream, it does give you a stream key that you have to plug in to Zoom. And then it you click a button and it actually works, but there's a lot that goes behind the scenes for that. So

Melissa:

Just practice.

Melissa:

Any of that up. Jackie did all of that. So I don't know anything about it. Yeah. Just had to click the button.

Melissa:

So just practice. Here's the thing. I don't wanna scare you away from it. I don't wanna scare any of you away from it because it's golden. It works beautifully when you get it because no one else knows how to do it. It's worth taking the time. I'm just being completely transparent with you that it's not easy. Like, you're not just gonna be like right? I just want you to be prepared.

Marilyn:

Got it? I spent 4 hours looking at it on the 4th July trying to figure it out and put all the pieces together. I'm not there yet.

Melissa:

Yep.

Marilyn:

Yes. It is very time consuming. Thank you for that.

Melissa:

Yes. Yes.

Marilyn:

Okay. And so as I then shift into the nurture sequence Mhmm. How do I structure those 7 emails in the best way possible to keep them warm? Is it a month of emails? How do you

Melissa:

use Facebook

Marilyn:

through that?

Melissa:

What I love about a nurture is its nurture. Right? So I I love the Gary v kind of approach of, like, jab jab, right hook. So give give as much as possible before you sell. So I I like a good nurture that's, like, almost like a reintroduction of yourself, like reminding them of, like, why they opted into this piece of of you. Right? Like, maybe a little bit of your story, why they wanna lean in. Like, that could be part of your your first email, right, like your journey to where you are, and maybe what they can expect over the next 7 emails. Right? And then the next couple of emails, I would give value that's gonna give them quick breakthroughs and make them want to open their email again. Right? Just value value value before you get into the sales piece of booking a consult call with you or, you know, what you have open for monetization is just, you know, reminding them of your story.

Melissa:

Some of them may not actually know your story. Remind them of your purpose. Maybe your biz your company's, you know, mission statement and your purpose and and and just unfold it over a series of emails. And by the way, back to Tisha, all of that can be broken up into bite sized nibbles of content that can be pushed out on social media as well. Whatever you create for your nurture, go back to it, and it can be pieces of content that you push out on social later. Does that make sense?

Marilyn:

Yep. And I loved your reintroduction on Insta. I thought that was brilliant. So something like that is what I hear you saying. Yep. Mhmm. Totally. Perfect.

Marilyn:

Okay.