Event Based Marketing — Why Sales With A Deadline And Live Webinars Convert So Well | TBS #187

Live always converts better than evergreen.

Before I get into why that’s the case, let me give you a quick hierarchy of sales formats sorted by typical conversion rate.

I’ll start with the highest converting:

1) One-on-one selling
2) Selling to a physical room
3) Selling on a live webinar
4) Selling during a real-time product launch
5) Evergreen sales methods

As you can see, live webinars are pretty high in the list, closely followed after one-on-one selling and selling to an actual physical room where all attendees are all together in one place.

People can smell from miles away if something is live or not.

And live converts better because it’s what we call “event based marketing”. When something happens in real-time, there’s a lot more sales triggers in place that increase the conversion rate. These sales triggers are what make it easier to sell stuff.

Here’s the sales triggers in place:

Social proof
Real-time community
Real-time objection handling
Rapport with the presenter
Anticipation
Real-time sales notifications
Real scarcity
Real urgency

All those “triggers” drive sales like crazy.

As human beings we are social creatures. And selling is nothing else than a social transaction. It has a monetary value, but the actual unconscious transaction is social and psychological.

A sale is more a transaction of trust than one of money.

And since trust is a social component, we need to create a social environment that allows us to “hack” human psychology.

Live events allow us to do that most effectively.

During a live webinar you have a real-time chat which creates social proof, you have a feeling like you’re part of something bigger, something special that’s only happening right now. There’s natural urgency and scarcity without having to fabricate it somehow.

You have none of that during an automated evergreen webinar or some other evergreen sales funnel: Live just works better.