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Aug 12, 2016 · 21m · top-founders

EP 384: $105k on 1 Facebook Live, The New Webinar with Carissa Hill Ep 384

Nathan Latka · 12m spoken Carissa Hill · 6m spoken
0:00 / 0:00

gold bands on the timeline = statements, start to end. Hover to read, click to jump. CC turns on captions

In this episode of The Top, host Nathan Latka interviews entrepreneur Carissa Hill to dissect how she generated $105,000 in course sales from a single Facebook Live broadcast. Carissa reveals her step-by-step framework for community-based live streaming, soft-selling techniques, payment plan optimization, and audience nurturing.

How this conversation actually went

Every chapter scored 0–10 on four independent dynamics. Hover any point for the reasoning behind the score. Nathan holds 64.1% of the talking time here. How this is scored →

Nathan as informed peer 3.5 Guest teaching 3.0 Guest disagreement 1.3 Nathan pushing back 2.5
05100:0010:0020:000:27–4:41 · Nathan as informed peer 4/10 Weekly Listener Giveaway and iTunes Subscription Nathan introduces Carissa by addressing listener skepticism regarding info marketers and presses her to prove why her track record warrants attention. Carissa calmly outlines her transition from brick-and-mortar stores to online Facebook coaching.4:41–7:03 · Nathan as informed peer 3/10 First Experiments Monetizing Facebook Live with E-Books Nathan sets strict parameters for how to define revenue earned directly on Facebook Live rather than downstream email marketing. Carissa explains her initial experiment selling a $19.95 e-book with a 50% live conversion rate.7:04–9:10 · Nathan as informed peer 5/10 Breaking Down the $105,000 Facebook Live Launch Nathan and Carissa dissect the mechanics of her $105k launch using OBS software to run slides alongside a webcam feed. Nathan demonstrates his own familiarity with OBS streaming software.9:10–12:45 · Nathan as informed peer 4/10 Leveraging Warm Audiences in 'Coffee with Carissa' Nathan navigates directly to Carissa's Facebook community in real time to inspect her sales funnel and asks about risk management around defaulted installment payment plans.12:45–16:15 · Nathan as informed peer 3/10 Post-Live Follow-Up Sequences and Replay Funnel Carissa surprises Nathan by revealing that any group member can initiate a Facebook Live broadcast directly via the mobile app without requiring administrator privileges. Nathan tests and confirms this live during the recording.16:18–20:02 · Nathan as informed peer 2/10 Sponsor Message: HostGator Website Hosting The segment features standard sponsor advertisements followed by the quick-fire 'Famous Five' questioning round, maintaining a lighthearted and conversational dynamic.0:27–4:41 · Guest teaching 2/10 Weekly Listener Giveaway and iTunes Subscription Nathan introduces Carissa by addressing listener skepticism regarding info marketers and presses her to prove why her track record warrants attention. Carissa calmly outlines her transition from brick-and-mortar stores to online Facebook coaching.4:41–7:03 · Guest teaching 3/10 First Experiments Monetizing Facebook Live with E-Books Nathan sets strict parameters for how to define revenue earned directly on Facebook Live rather than downstream email marketing. Carissa explains her initial experiment selling a $19.95 e-book with a 50% live conversion rate.7:04–9:10 · Guest teaching 3/10 Breaking Down the $105,000 Facebook Live Launch Nathan and Carissa dissect the mechanics of her $105k launch using OBS software to run slides alongside a webcam feed. Nathan demonstrates his own familiarity with OBS streaming software.9:10–12:45 · Guest teaching 3/10 Leveraging Warm Audiences in 'Coffee with Carissa' Nathan navigates directly to Carissa's Facebook community in real time to inspect her sales funnel and asks about risk management around defaulted installment payment plans.12:45–16:15 · Guest teaching 6/10 Post-Live Follow-Up Sequences and Replay Funnel Carissa surprises Nathan by revealing that any group member can initiate a Facebook Live broadcast directly via the mobile app without requiring administrator privileges. Nathan tests and confirms this live during the recording.16:18–20:02 · Guest teaching 1/10 Sponsor Message: HostGator Website Hosting The segment features standard sponsor advertisements followed by the quick-fire 'Famous Five' questioning round, maintaining a lighthearted and conversational dynamic.0:27–4:41 · Guest disagreement 2/10 Weekly Listener Giveaway and iTunes Subscription Nathan introduces Carissa by addressing listener skepticism regarding info marketers and presses her to prove why her track record warrants attention. Carissa calmly outlines her transition from brick-and-mortar stores to online Facebook coaching.4:41–7:03 · Guest disagreement 1/10 First Experiments Monetizing Facebook Live with E-Books Nathan sets strict parameters for how to define revenue earned directly on Facebook Live rather than downstream email marketing. Carissa explains her initial experiment selling a $19.95 e-book with a 50% live conversion rate.7:04–9:10 · Guest disagreement 1/10 Breaking Down the $105,000 Facebook Live Launch Nathan and Carissa dissect the mechanics of her $105k launch using OBS software to run slides alongside a webcam feed. Nathan demonstrates his own familiarity with OBS streaming software.9:10–12:45 · Guest disagreement 1/10 Leveraging Warm Audiences in 'Coffee with Carissa' Nathan navigates directly to Carissa's Facebook community in real time to inspect her sales funnel and asks about risk management around defaulted installment payment plans.12:45–16:15 · Guest disagreement 2/10 Post-Live Follow-Up Sequences and Replay Funnel Carissa surprises Nathan by revealing that any group member can initiate a Facebook Live broadcast directly via the mobile app without requiring administrator privileges. Nathan tests and confirms this live during the recording.16:18–20:02 · Guest disagreement 1/10 Sponsor Message: HostGator Website Hosting The segment features standard sponsor advertisements followed by the quick-fire 'Famous Five' questioning round, maintaining a lighthearted and conversational dynamic.0:27–4:41 · Nathan pushing back 4/10 Weekly Listener Giveaway and iTunes Subscription Nathan introduces Carissa by addressing listener skepticism regarding info marketers and presses her to prove why her track record warrants attention. Carissa calmly outlines her transition from brick-and-mortar stores to online Facebook coaching.4:41–7:03 · Nathan pushing back 3/10 First Experiments Monetizing Facebook Live with E-Books Nathan sets strict parameters for how to define revenue earned directly on Facebook Live rather than downstream email marketing. Carissa explains her initial experiment selling a $19.95 e-book with a 50% live conversion rate.7:04–9:10 · Nathan pushing back 2/10 Breaking Down the $105,000 Facebook Live Launch Nathan and Carissa dissect the mechanics of her $105k launch using OBS software to run slides alongside a webcam feed. Nathan demonstrates his own familiarity with OBS streaming software.9:10–12:45 · Nathan pushing back 3/10 Leveraging Warm Audiences in 'Coffee with Carissa' Nathan navigates directly to Carissa's Facebook community in real time to inspect her sales funnel and asks about risk management around defaulted installment payment plans.12:45–16:15 · Nathan pushing back 2/10 Post-Live Follow-Up Sequences and Replay Funnel Carissa surprises Nathan by revealing that any group member can initiate a Facebook Live broadcast directly via the mobile app without requiring administrator privileges. Nathan tests and confirms this live during the recording.16:18–20:02 · Nathan pushing back 1/10 Sponsor Message: HostGator Website Hosting The segment features standard sponsor advertisements followed by the quick-fire 'Famous Five' questioning round, maintaining a lighthearted and conversational dynamic.

speaking balance: gold is Nathan, purple is the guest (3 minute bins)

0:00 · Nathan 69.5% · guest 30.5%0:00 · Nathan 69.5% · guest 30.5%3:00 · Nathan 55.9% · guest 44.1%3:00 · Nathan 55.9% · guest 44.1%6:00 · Nathan 54.6% · guest 45.4%6:00 · Nathan 54.6% · guest 45.4%9:00 · Nathan 38.4% · guest 61.6%9:00 · Nathan 38.4% · guest 61.6%12:00 · Nathan 48.2% · guest 51.8%12:00 · Nathan 48.2% · guest 51.8%15:00 · Nathan 89.4% · guest 10.6%15:00 · Nathan 89.4% · guest 10.6%18:00 · Nathan 84% · guest 16%18:00 · Nathan 84% · guest 16%21:00 · Nathan 100% · guest 0%21:00 · Nathan 100% · guest 0%
Sharpest disagreement ▶ 1:58 Defending info marketing legitimacy

Carissa directly pushes back against the skeptical stereotype of info marketers by highlighting her ten-year operational background scaling brick-and-mortar storefronts.

 Hardest push from Nathan ▶ 1:45 Demanding justification for guest credibility

Nathan bluntly challenges Carissa on why listeners should care about another online info marketer.

 Biggest teaching moment ▶ 14:39 Non-admin live broadcasting capability

Carissa educates Nathan on Facebook's mobile functionality, showing him that standard group members can broadcast live without admin rights.

 Nathan holds their own ▶ 8:28 Comparing OBS to GoToWebinar infrastructure

Nathan displays his technical knowledge by breaking down how OBS handles desktop broadcasting and screen sharing over Facebook Live.
the scores for every segment, with the reasoning behind each
ChapterTopicNathan as informed peerGuest teachingGuest disagreementNathan pushing backWhy
Weekly Listener Giveaway and iTunes Subscription 4224 Nathan introduces Carissa by addressing listener skepticism regarding info marketers and presses her to prove why her track record warrants attention. Carissa calmly outlines her transition from brick-and-mortar stores to online Facebook coaching.
First Experiments Monetizing Facebook Live with E-Books 3313 Nathan sets strict parameters for how to define revenue earned directly on Facebook Live rather than downstream email marketing. Carissa explains her initial experiment selling a $19.95 e-book with a 50% live conversion rate.
Breaking Down the $105,000 Facebook Live Launch 5312 Nathan and Carissa dissect the mechanics of her $105k launch using OBS software to run slides alongside a webcam feed. Nathan demonstrates his own familiarity with OBS streaming software.
Leveraging Warm Audiences in 'Coffee with Carissa' 4313 Nathan navigates directly to Carissa's Facebook community in real time to inspect her sales funnel and asks about risk management around defaulted installment payment plans.
Post-Live Follow-Up Sequences and Replay Funnel 3622 Carissa surprises Nathan by revealing that any group member can initiate a Facebook Live broadcast directly via the mobile app without requiring administrator privileges. Nathan tests and confirms this live during the recording.
Sponsor Message: HostGator Website Hosting 2111 The segment features standard sponsor advertisements followed by the quick-fire 'Famous Five' questioning round, maintaining a lighthearted and conversational dynamic.

Statements from this episode (9)

Assertion Not checkable as stated
Hill: Grew brick-and-mortar business into three-store chain using Facebook marketing
“So I previously had a brick and mortar B to C business which I booked out and grew from like a garage business into a chain of three stores set up to run without me, just kept it booked out with Facebook.”
Carissa Hill Aug 12, 2016 ▶ 2:11
Assertion Not checkable as stated
Hill: Revenue reached over $100k in 2015 and nearly $300k in 2016
“A hundred and something thousand, and then this year it's gone, like, up to nearly three, 300,000.”
Carissa Hill Aug 12, 2016 ▶ 3:22
Assertion Not checkable as stated
Carissa Hill: First Facebook Live sold 20 e-books at $19.95 immediately
“It was the first time I tried to sell something on Facebook Live, and I literally just did a half an hour video in a group, so it's people who already knew me, it wasn't just out to the public and it was giving about 20 minutes, 25 minutes worth of value and t…”
Carissa Hill Aug 12, 2016 ▶ 5:12
Assertion Not checkable as stated
Hill: Generated 70 course sales at $1,500 from one Facebook Live
“70 in total, but 30, 30 bought at the time on that day, and then another 40 drip fed in over the next 48 hours.”
Carissa Hill Aug 12, 2016 ▶ 7:29
Insight
Hill: Softening sales pitches with humor and subject changes maximizes conversions
“I always, always soften the pitch at the end, so I'll give it, and then I'll change the subject type slightly, or like joke about something so that it doesn't feel like a hard sell and then, you know, answer some questions and stuff, and I find that always wor…”
Carissa Hill Aug 12, 2016 ▶ 10:56
Assertion Not checkable as stated
Hill: Most course buyers choose payment plans over upfront payments
“Most of them do, and we've honestly haven't had much of an issue with it. There's a few people that have a failed one, but generally, as soon as we touch base with them, they'll fix it up, so.”
Carissa Hill Aug 12, 2016 ▶ 12:27
Disclosure
Hill: Course content is drip-fed to prevent payment plan defaults
“I drip feed the content, so they have to stay in.”
Carissa Hill Aug 12, 2016 ▶ 12:42
Assertion Not checkable as stated
Carissa Hill: Most post-broadcast sales came from Facebook group replay
“And some of them came through there but the majority of them just came through the replay in the group.”
Carissa Hill Aug 12, 2016 ▶ 13:24
Disclosure
Hill: Pitches in partner Facebook groups after three weeks of value
“My plan now is to replicate the process using other people's Facebook groups. So cause what I've experimented with is if they introduce me to their group, if they've got a good audience, I go live maybe once a week and just give value for three weeks and then …”
Carissa Hill Aug 12, 2016 ▶ 14:12
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