Good morning. If you live in the United States we hope you had a great Thanksgiving!

Today is Black Friday - the #1 shopping day of the year.

There are a lot of deals out there today. At Lurn we’re offering 50% off 4 of our best courses!

There are other deals as well. Here are some lists putting together the top deals:

133 Best Deals On Amazon (CNN)
Roundup Of The Best Black Friday Deals (ZDNET)
Best Black Friday Deals Under $50 (CNET)

Here’s the rundown for today…

• AI Limitations - New Research

• YouTube Vs Ad Blockers - New Push

• Sneaky SEO Tool - Stay Ahead Of Updates

• Golden Offers - How To Make Them Irresistible

• 5 Step Webinar Formula - Simple Framework For More Conversions

Lurn Bytes: Your Daily News Download

Maybe AI Won’t Outsmart Us After All - Google researchers have found that transformers, the technology behind large language models like ChatGPT, are not very good at generalizing beyond their training data. This discovery poses a challenge for achieving artificial general intelligence (AGI), which is AI that can perform any task a human can…

YouTube Continues To Fight Ad Blockers - It’s stepping up its fight against ad blockers by slowing down website load times for users detected using these tools. The platform aims to discourage ad blocking by making the viewing experience slower and more frustrating, as part of its efforts to maintain its ad revenue…

How To Get Ahead Of Google Search Updates - Google is constantly changing its search algorithm, which makes it tough for businesses trying to optimize for SEO. It turns out that Google’s own Bard AI tool can help you stay ahead of the next updates…

How To Create Excellent Offers

It’s Black Friday, so let’s talk about OFFERS.

Legendary copywriter & entrepreneur Perry Belcher has an excellent framework for creating irresistible offers.

This is powerful since irresistible offers are at the heart of all great businesses.

TLDR - Customers NEVER Refuse This Golden Offer!

Perry talks about how all great offers need to hit 4 key pillars. These pillars allow you to create a killer offer for ANYTHING you sell online.

It’s called the Golden Offer Framework.

Imagine someone prospecting for gold. They hear about a place that might have some gold, but they have some important questions…

1. Is there actually gold there?

2. How do I FIND it?

3. Can I quickly & easily DIG it up?

4. Is SOMEONE coming along to help?

Prospecting for gold is a lot of work, and they aren’t going to put in the effort unless they like the answer to those questions.

That means before they try to get the gold, they need:

1. To BELIEVE that there’s gold out there

2. A clear MAP to get to the gold

3. TOOLS to quickly & easily dig it up

4. SUPPORT for when they get lost, frustrated or confused

If that person has all 4 of these things, then they’ll feel 100% confident that they are going to get the gold they want and will be willing to do what it takes.

This is exactly what you need to do with your offer to get someone to buy from you.

Check out the full video to learn more!

Daily Hack - How To Create High-Converting Webinars

A webinar has a similar structure to a VSL (Video Sales Letter), but it’s longer and more detailed. As with any other piece of copy, we suggest following the 5 Step Copywriting Formula:

• Introduction

• Story

• Content

• Transition

• Pitch

You can find out more about the 5 step formula by watching this video. Here’s how to apply it to webinars.

#1: Introduction

The introduction is the first few minutes of the webinar. The purpose is simple: hook their attention and get people excited enough to stick around.

There are 3 key things you need to do during the introduction of a webinar: Create open loops, engage your audience, and give them logical reasons to stick around.

An effective webinar introduction follows these steps:

1. Welcome them

2. Introduce some of what they’ll learn about in the webinar to create excitement

3. Ask if they’re ready to commit

4. Results (address why they should stay until the end and what they’ll get out of it)

#2: Story

The story step is where you connect with your audience. By telling the story of how you discovered what you’re about to teach them, you relate to them and build TRUST.

When you tell the story, it’s important to be Robin, not Batman. That means the system is the hero, not you. Focus on the discovery process of your offer

Here are the steps to follow for an effective webinar story:

1. Beginning - Make it catchy and related to the overall topic

2. Pain - What was your big pain point?

3. Discovery - Reveal the thing that changed everything (this will hint at your offer)

4. Victory - What was your victory moment?

5. Life Now - How is your life better now?

6. Your Turn - Tell them, “It’s your turn now,” to transition into the content

#3: Content

The content phase is when you’re actually going to make the sale. It’s the longest phase, and it’s where you really deliver on the value you promised earlier.

There are a few principles for creating great webinar content:

• Appeal to linear thinking to avoid overwhelm

• Explain everything in a step-by-step way

• Use diagrams to give people a simple visual

• Create aha moments for people with unique and valuable content

• Focus on WHAT they need to do, not on HOW they do it

Here are the seven steps to follow for creating powerful content:

1. Introduction - Introduce the system

2. Summary - Summarize the system

3. Testimonial/Case Study

4. Give the steps

5. Training - Give bullet points and aha moments

6. Summary

7. “Just Imagine” - Say something like, “Just imagine if you had this yourself. What would life be like? That’s what I want to talk to you about…” (This leads into the transition)

#4: Transition

The transition step is short. You basically address the elephant in the room, which is that you’re going to present an offer to them.

The number one thing to do is to keep your energy HIGH. If you lower your energy because you’re embarrassed by selling, people will feel it and it will be a red flag for them

Here are the five steps for a powerful transition:

1. Summary - Summarize the whole presentation

2. Simplify - Give a really big picture, simple overview (60,000-foot overview)

3. Testimonial/Story - A quick story to reinforce the message

4. Why - Address why you’re doing this and why it’s important to you

5. Get their permission - Ask them if they’re ready

#5: Pitch

Finally, there’s the pitch, which is the call to action. You’re going to present the offer to them and encourage them to buy.

Make sure you build up the value of your offer, connect it to their desired end result, and give them a compelling reason to take action NOW.

If you follow these steps, then you have the foundation of a solid webinar that can effectively turn prospects into buyers.

ICYMI - The Biggest Stories You May Have Missed

TikTok Might Be Plateuing - According to a new survey, TikTok's popularity among Gen Z teens has plateaued. It remains ahead of YouTube and other rivals, but its competitors are gaining traction - challenging TikTok's dominance in the short-form video market.

Google Tweaks Their Search Engine - Google has implemented changes to showcase content from social media, blogs, and forums that offer personal insights and experiences. These changes, known as "hidden gems," are intended to highlight content that shares firsthand knowledge and personal stories…

Boost Your Email Open Rate [Infographic] - This handy infographic from Social Media Today reveals proven strategies to boost the open rate of your emails.

Let Us Know What You Think!

Did you like today's issue? We'd love to hear from you! Let us know what you think about Lurn Daily...

For any other questions, please reach us at [email protected]