Week 4

Warming up your audience with virtual events and passive products

Once your ICs know what they’ll get from you we want them to be able to experience a win with you — without you having to invest a lot of time and energy for each ideal customer/client.

Virtual events and passive products help you build a connection and warm up your audience so they’ll be motivated to purchase by replicating yourself in a product.

Key Concepts

  • Virtual events

  • Passive products

  • ASAP products

  • Perceptual mapping

Your ICs are more likely to book or buy if they can get a taste of what you have to offer

Two ways to offer that “taste:”

  • virtual events

  • passive products

Virtual events

Virtual events allow your ICs to see what it’s like to work with you without making a large commitment. Virtual events can be low-dollar or free and might include:

  • Trainings

  • Conferences

  • Guest speakers

  • Sneak peeks

  • Roundtables

Passive products

At the Desire Stage in their customer journey, your ICs may not be ready to jump from emails or blog content to booking or buying. Passive products — like virtual events — allow them to get a taste of your value, so they’re more likely to book or buy when given the opportunity.

They’ll do it with more certainty and confidence and less hesitation (win-win!).

Homework for Week 4

  1. Choose and conceptualize a passive product or virtual event that you can offer in the Desire phase of your customer journey

  2. Write a value proposition for your new passive product or virtual event

Submit homework

  • Apps to integrate with Zoom for your next virtual event for more audience participation:

    Draw with your your audience with Scribble Together

    Use Miro’s virtual whiteboard

    Offer an AI notetaker from Fathom

    Use icebreaker questions for audience interaction from #AskAway or quizzes from Kahoot!

    Help your audience connect with each other with AI business cards from Warmly

  • Passive products are downloadable, streamable, and/or easily accessible offers that allow you to “duplicate yourself” and your talents so you don’t have to create or be present for a product or service. Passive products for your small business might be: online courses; e-books; affiliate programs; guides.

    ASAP products are similar; they’re offers that your ICs can get access to right away instead of committing to the whole version of your product or service.

    When you offer an ASAP product (low barrier to entry) at your point of purchase, instead of clicking away, your ICs are more likely to try and buy. Then, you can follow up later with the opportunity to buy into your core offer, and, because they experienced a win — and a little of your value proposition — with you, they’ll be more likely to commit.

  • In H2H many of you did perceptual mapping in Week 4 when we talked about unique selling propositions (USPs),. Perceptual maps help you figure out where your ICs are not currently being served by your industry.

    Why this matters: You can have an incredibly robust business when you know where there is an open spot in your niche. You can use perceptual mapping to design a passive product or even a virtual event, because you know how people are underserved and how you can offer value that your ideal customers want and need!

    How to do perceptual mapping:

    Make XY axes on a piece of paper, then pick 2 characteristics or types of value your industry offers and your ICs desire.

    Then, map your competition (direct and indirect) and how/if they offer that value.

    Take a look at how the competition maps out on the scatter plot. Identify where / if ICs are being underserved; where is there a literal blank spot on your perceptual map? That’s where you should offer value.