Ep 132: How to Craft a Webinar that Converts
Are you currently using webinars for your business? Or are you somebody who attends them, and watches what other people are doing, trying to deconstruct their formula and make it your own? Today, we are having a full blown mini workshop right here on the podcast, to help you start crafting and delivering webinars that convert.
Do any of these statements apply to you? .
You've developed (or are working on) a digital product and you want to confidently sell it with webinars
You've been burned by webinars in the past and you're wondering if they even make sense for you
You're done with playing small and ready to show up and serve your audience in a meaningful way without burning yourself out
If any of the above statements apply to you, then today’s podcast episode is for you. Let’s dive in.
Resources mentioned in this episode:
Episode takeaways you don’t want to miss:
First things first, What is a webinar? Let’s be clear
Let’s be clear! A webinar is not the same as a virtual presentation.
A webinar is simply a seminar conducted over the internet.
A virtual presentation on the other hand, is a presentation that you could deliver in person on a mainstage. But you've adjusted that format, and you're now delivering it online.
A webinar, a sales webinar, is a sales vehicle for your business.
Webinar are incredible sales vehicles
You probably already have some sort of sales vehicle in your business. We're taking traffic, driving it to a place where sales are going to happen, and then we deliver an offer. There are three parts to this. And you can mix and match what they look like.
The great thing about webinars is it allows you to reach way more people in an impactful way. We get to take our audience on a journey and identify right where they are, what they're going through, the problems they're facing. And show them who we are, why we understand, why we're a credible resource, and actually help them start taking steps towards that transformation that they're desiring.
A webinar is a very powerful sales vehicle because it shows your audience what you're capable of. It gives them a taste of what they can expect inside of your program or your course, or whatever the thing may be.
Not all conversions look alike
There are people that go to the signup page who actually convert and sign up. There are people who sign up and then actually show up for the webinar. There are others who come to the webinar and then actually purchase. And then there are people who don't go to the webinar but they watch the replay and then they purchase.
We are giving our audience so many decisions throughout this webinar experience where they decide yes or no. And each one of those points is a conversion in itself. Understanding the journey that we're taking them on and the choices that we're giving them, allows us to empower them better and increase each individual conversion.
The most important piece of your webinar is your presentation
Many of the people who are attending might be meeting you for the very first time. This is your opportunity to really show them what you're made of and give them a taste of what they can expect.
In order for you to be able to develop a great presentation, there are two things that you need to know. And this is really anytime you plan to move someone into an offer.
1. What is the offer?
What is the actual offer that you're going to sell during your webinar? Is it a course, a coaching program, a membership, a book? It could be so many different things, but you need to know exactly what it is.
You need to have all of that stuff figured out before you jump into the webinar. Because when you are confident in your offer, you will present it well. But what's more important, what can your webinar attendees expect to experience if they say yes to your offer?
Getting crystal clear on the offer you're going to sell allows you to create a path to that and showcase that transformation throughout your presentation.
2. Who is the offer for?
Who is your audience? What are they struggling with? What do they want and need? What are some of the examples that they're experiencing in their life and in their business? When you can take the time to understand who your audience is and what they need, then you can let them feel valued throughout your presentation.
Crafting your presentation, in four phases
Once you know what the offer is and who it is that you're delivering it to, we now can start to create and develop that presentation. There are four phases of this journey that you want to take your audience through.
1. Hook them in, right from the start
We want to get them to the edge of their seats right away, where they're wondering, “where is this person going with this?” And most importantly, we need to make sure we help them understand why they should stick around.
What is it that you're going to cover today that matters to them? Showcase this from the very beginning. Also, during this first part of the talk, it is helpful to hit on something that's familiar to your audience, something that they know and understand. So you can quickly create a bond.
2. Build the case
Once we've hooked the audience, that's where we start to build our case. We want to share the facts, the stats, the data, we want to really call out the problem that our audience is dealing with, that they're facing, and call out any objections that might be getting in their way of overcoming it.
Don't skimp on this section. So many times, we breeze through building the case, and we want to jump to the solution. But if your audience doesn't know that they have a problem, if they don't know that what they're doing is causing them more harm than good, then are they really going to invest to fix it?
3. Serve from the stage
What can you help your audience with today? How can you help them take the first step towards the transformation that they want? How can you help them get a quick win? Show them what it's like to work with you.
It’s going to feel really good for you because you get to show off your best work, and you’re building instant trust, as you've given them something without asking for anything in return, and they appreciate that. But you’re also already helping them take strides to the thing that they want, and they're going to want to keep going. And that's where our next phase comes in.
4. Leave a lasting impact
For webinars in particular, this means introducing your offer in your virtual presentation.
Ask yourself, “What does my audience need to do in order to achieve a long lasting result, not just the quick win?” Once they've done the quick win, what's going to help them see a change, start or keep making progress? In your webinar, if you've done this correctly, that's going to be your offer.
Ready to put all this into practice?
To summarize, the next time you are getting ready to craft a webinar that converts, make sure you're putting in the work to take them through the journey. First, figure out what your offer is and who it's for. Focus on the transformation, who your people are and why they need this. Then build your presentation to follow four phases. First, hook them in, making sure they're actually going to stick around and create a common bond. To build your case, highlight why this is something that they want to fix or something that they want to achieve. Three, serve from the stage by actually helping them start solving the problem or taking steps towards the transformation. And finally, leave that lasting impact. Give them something to go do, homework that they can go implement so they can start seeing change. And if you're delivering a sales webinar, lasting impact is going to be where you introduce your offer. It should be a seamless transition from your teaching points into the offer. It's the right next step.
Your offer is exactly what your audience needs
Presenting your offer to the people you've designed it for is not slimy or salesy. You created it to help them. So don't be shy to present your offer. This is your opportunity to help your audience. As long as you are doing this from a place of service, this should feel right. When we can focus on people, change and impact, rather than just numbers or percentages, our entire energy shifts.
But first, craft that webinar
Craft the webinar before you start working on marketing it. Because if you don't know what's going to be included in the presentation, it's hard to get people to sign up. And if they don't sign up, they're not going to attend. So write your webinar first. And develop it intentionally. And then start working on your webinar marketing strategy.
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