The Secret Art Of Webinars: How To Present Like A Pro And Close More Sales
So you’ve been hearing all about webinars and the sexy sales-generating power they possess…
But when it comes to wrapping your head around what the heck a webinar really is, how to use them effectively in your business AND how to be sure your webinar converts into sales are you still sitting there trying to put the puzzle pieces together?
If you’re nodding your head at your screen right now, don’t sweat.
Because in this guide we’re going to lay it all out for you, A to Z style!
From “what is a webinar” to “how to run a webinar” to the different types of webinars you can run in your business…
The best webinar tools you’ll need if you want to host one to how to create your webinar from the ground up…
How to structure your webinar to how to make sure it all converts into the dolla dolla bills…
I mean, we’re covering it all!
That way you're not stuck with a webinar that gets lacklustre registrations, zero sales and a whole lotta wasted effort on your end.
So pour yourself a glass of something stiff, grab a paper and pen (people still use those, right?) and let’s dive into all things webinars!
Chapter 1: What Is A Webinar
Simply put, a webinar is a video-based conferencing tool that allows you to give massive free value to your audience, teach them something actionable and make an offer at the end of your presentation.
We love them because not only do they allow us to serve the Scroupies in a massive way (by teaching them strategies we’ve used to grow Screw the Nine to Five past the million dollar mark), but it allows us the chance to connect on a deeper level with our audience, get their direct feedback and give them an opportunity to work with us (or one of our partners) in a bigger way.
What’s more is webinars can be a dynamic teaching tool in your business, allowing you to share your screen (hello, real-time demonstrations!), create an engaging conversation in the chat room, answer your customer’s questions right then and there and show them why your offer is the best solution to their current obstacle they’re facing.
And that’s just in a live webinar setting!
Imagine the possibilities with recorded webinars and replays to further spread your message.
But we’ll get into that.
For now let’s talk about…
Why Use Webinars in My Business?
Pffft this one is easy!
As I mentioned above, webinars are not only one of the easiest ways to scale up and automate your sales process and make more money (without having to have individual sales conversations), but they allow you to grow your email list, build attention to your brand and position you as one to watch in your industry.
Oh la la!
What’s more is once you’ve dialed in your webinar system (and if you don’t know how to do that, this free training will rock your world!), you can start to to create an automated webinar system that runs 24/7, brings in leads on autopilot and generates sales while you sleep.
And let’s keep it real: That’s every entrepreneur’s dream, isn’t it?
And if that whole “make sales while you sleep” part has you feeling a little skeptical, take a spin through this free training with Amy Porterfield (the Queen B of Webinars) and let her show you what’s truly possible when you hold a webinar.
Before you do that though, let's chat about…
Who Can Use Webinars to Grow Their Business?
Here is where things get exciting because the real question here is who can't use webinars in their business to build their email list and grow their revenue?
Because here's the thing: Webinars can be utilized by damn near every online entrepreneur!
From online course creators to membership site owners…
Coaches and consultants to physical product sellers…
Authors, speakers, hell, even service providers!
The sky is the limit!
So now that you know what the heck a webinar is and why you should use 'em, let's dive into…
Chapter 2: Types of Webinars
Here's what's so freakin' rad about webinars…
There isn't just one type you can run!
In fact, there are 3:
- Live webinars
- Recorded webinars
- Paid webinars
Let's break each of them down…
This one is pretty self-explanatory, but a live webinar is essentially a 60 minute (or 90 minutes if you really want to over-deliver) presentation you give in real time to a group of people who have registered (and shown up) for your webinar.
Now these live webinars can be used in your sales process (by pitching an offer at the end), can be used as a way to qualify potential high-ticket customers (and move them over to a discovery call where you then move into sales mode) or can be used as a lead generation system where you warm up an audience, build that know/like/trust factor with them but never pitch anything.
Personally, we prefer to pitch an offer at the end of a free webinar, but if your focus is pure audience and lead generation, this can be an incredibly effective way to front-load a ton of value for them and position yourself as an expert in your space.
And while everyone and their webinar motives are different, this photo below demonstrates the go-to structure we've used for almost every webinar we've ever run:
Now, do you have to follow this precise structure for your free webinar?
Here's the thing though…
After running many, many (MANY) webinars in the past, this structure has always proven to be mad effective in our business.
Want to see another dangerously-effective webinar process in play?
Register for this free training with Amy Porterfield and implement the system she uses in her trainings!
After all, homegirl has made multiple seven figures (PROFIT) from her webinars over the years and is our go-to gal for all things webinars!
What's more is she helped us with our first ever online webinar that ended up doing over $8,000 in sales…even though I rambled for over two and a half hours, had a shaky pitch and was so nervous I wanted to throw up.
So, yeah, she knows a thing or two about how to create, structure and sell with webinars.
The Benefits of a Live Webinar
Straight up? When it comes to hosting a live webinar, you can't beat the real-time engagement you foster with a crew of potential customers.
It's hands-down our favourite element of hosting webinars (okay, okay and the financial payoff *wink*) because not only can you get direct answers to your questions from your attendees, but the real-time feedback allows you to adjust your presentation if things are feeling stuffy or stagnant.
Another element we love about live webinars?
Now, it goes without saying but watching those sales roll in after you've just delivered a high-impact training for your attendees is one of the most rewarding feelings for any entrepreneur.
I mean, the momentum! The validation! The surge of sales into your PayPal account!
It's enough to hook a webpreneur for life!
So, what are the downsides of live webinars?
The Disadvantages of Live Webinars
Chances are you've seen a Facebook ad or two, read an email or seen an Insta story around a hot new live webinar you've just gotta watch.
Maybe you registered for it. Maybe you rolled your eyes and thought “not another one”. Or maybe you glazed right over it and barely took notice because there are so. many. webinars out there it's hard what to pay attention to and what to ignore.
We get it.
While we looooove us some webinars, there are some disadvantages to hosting them live.
- You always have to be “on” and bringing your A-Game
- They aren't fully scalable as you have to be there each time
- Your tech can crash
- Certain audiences/industries know to expect a replay & may not show up live
- They can be a lot of work managing all your attendees if you don't have help
- Your webinar date and time may not line up with what your audience prefers
Fortunately, you have more options than just a live webinar…
Not into the idea of showing up and hosting a live webinar every single week?
Want to double-down on your time and effort and create a more automated sales process in your business?
Recorded webinars may be just what you're after.
What are they?
They are essentially a recorded version of your live presentation, but without the audience participation and engagement.
Now, it's important to note that we truly believe you should get a few live webinars under your belt (so you can figure out your process, see what converts best and dial in your pitch) before making the transition to a recorded webinar.
However, for those time-strapped entrepreneurs who can't commit to regular live webinars, a recorded webinar may just be a huge win for you and your business!
So what are the pros and cons?
The Benefits of Recorded Webinars
This one is simple: SCALE!
If you find yourself strapped for time or unable to stick to a consistent schedule (all you mom entrepreneurs know what I'm talking about!), recorded webinars allow you to create a fully scalable webinar and sales system that can power your business in unimaginable ways.
Our friend Amy Porterfield (that gal you see over there on the sidebar) is a true master at this and has at least 2 automated webinars running at any given time to power her sales process.
That pic below is an example of one of them in action…
Another benefit we love about recorded webinars?
The fact that your audience can pick and choose what date and time they consume your webinar, making it even easier for them to dive into your world and everything you have to offer.
Oh, and I'm not done yet…
By far my favourite benefit of recorded webinars is the fact that you do not physically have to be there and yet, when done right, your automated webinar is generating sales each and every day it's running!
Now I don't know about you, but to me that level of mental white space and automated revenue sounds dreamy AF.
So are there any disadvantages to these kind of webinars?
The Disadvantages of Recorded Webinars
It goes without saying, but if you're not building hype around a webinar and getting people to show up live, your attendance rates *may* suffer with your recorded webinar.
The bright side of this is it is fixable in that you simply need to create a solid “show up sequence” to get people on that webinar and purchasing your offer.
Speaking of purchasing…
Typically the conversion rates for an automated webinar are lower than their live counterparts.
And while that may sound like a downer, here is the bright side of that…
Once you have an automated webinar in place, it becomes a numbers game!
What I mean is, you can drill down into the data and see how much you're spending to get people registered, how much you're making off that free webinar and what your net profit is from this system.
From there it becomes a process of refining your webinar to improve conversions and creating a repeatable system where you know how much you have to spend in order to make a certain amount of money off each webinar.
(Craving more info on how to make webinars a ruthless element in your sales arsenal? Watch this free training and see the process in action!)
A final disadvantage of an automated webinar?
Since your webinar is recorded and you're not interacting directly with your attendees, it can be difficult to spot the moments where they may drop off, zone out from your content or answer their questions in real-time.
Now, to us, those “disadvantages” aren't really that detrimental to your success with automated webinars and can be mitigated by including a solid Q & A session at the end of your webinar where you answer the most common questions you get about your product or system.
And then there is the third and final type of webinar…
One that gets you paid before you even show up to host it!
What is this magical webinar I speak of?
Ohhhh ahhhhh! A PAID webinar!
And while it might sound counterintuitive because “webinars are supposed to be free”, paid webinars can be a fantastic way of qualifying your attendees and making some cash up-front before you ever go live.
So what the eff is a paid webinar?
It's exactly what it sounds like!
It is a webinar, workshop or intensive you host live that people pay to get access to live and through an available replay that they can watch and re-watch to their heart's content.
We've seen some sold for as little as $20 which is typically done to ensure people show up and engage in the content, and we've seen some sold for as much as $197.
Because let's keep it real: When you pay, you pay attention.
What's more is some online entrepreneurs and marketers will use paid webinars as a way of qualifying their attendees as people willing to invest in themselves and the results they are looking to achieve.
So, what are the benefits?
The Benefits of Paid Webinars
Well, it's pretty freakin' obvious, but the first and biggest benefit to hosting a paid webinar is that you GET PAID up front! *cha-ching*
What's more is these webinars typically have a higher show up rate AND perceived value as they are delivering on a promised benefit, outcome or result for all attendees.
And that means as the host it's on you to deliver the goods!
But here's where paid webinars get even better…
You again have the opportunity to pitch another offer at the end of the webinar and potentially double, hell, TRIPLE the revenue you've made off your paid webinar.
Now is this absolutely critical that you pitch a second offer?
But you know what it is?
Because those people have already raised their hand and invested in your training, and if you have delivered on your promise and can help them take their results to the next level, there is likely to be some attendees who want more from you.
A two level revenue generator?
So, what are the disadvantages of paid webinars?
The Disadvantages of Paid Webinars
Good news! There aren't really that many disadvantages to running a paid webinar.
The only disadvantage we've experienced in our years of running online businesses has been the feedback “aren't webinars supposed to be free?!”.
Now, obviously to run a paid webinar, it helps to have an already engaged audience that will pay you for your information.
If you don't, you may find that you eat into your profits if you're having to run paid ads to your registration page.
Other than that, in our experience it never hurts to test running a paid webinar if that works into your business model and where you want to spend your time.
Now that we've covered what is a webinar, why you would want to run one and the different types available to you, let's talk about the tech and tools you'll need to run one smoothly!
Chapter 3: Best Webinar Tools
Here's the thing…
Whether you're bootstrapping this process or you have some cash to invest in your webinar set up, one thing remains true: You're going to need to have some tools in your arsenal to ensure your webinar is effective, goes off without a hitch and is profitable.
Fortunately, there are a ton of online webinar tools that are budget friendly and cater to different styles and audience sizes.
So with that being said, lemme talk nerdy to you.
See what I did there? I amuse myself. *wink*
Here is an in-depth look at the tools we either use, love or believe in and that are available to you when it comes creating, hosting and profiting off webinars!
Best Live Webinar Hosting Platforms
We've tried a lot of webinar hosting platforms in our past.
From Google Hangouts to WebinarJam to GoToWebinar, we've made the rounds.
And yet, there is one software we just can't get enough of…
It's been clutch for us in our business and we use in so many different ways.
From hosting live webinars to hosting our live calls inside of Screw U to doing Facebook Live interviews on our FB page, there is just so much you can do with Zoom.
But back to webinars…
Here is what we love love love about Zoom.
What We Love About Zoom:
- It's downright simple to setup and host your webinar using Zoom (you'll see what I mean in a video tutorial below)
- The software is easy for your attendees to download and use
- Their chat box is stupid-easy to use,
- You can have a separate Q & A and enable private messages (making it a no-brainer gotowebinar alternative)
- The “raise your hand” feature is useful for dynamic engagement on live webinars
- You can bring attendees on live (so good for attendee engagement, btw!)
- You can either do face-to-camera, screenshare or a combo of both
- You can simulcast to Facebook Live or YouTube
- Their customer support is top notch
- It's super affordable starting at only $40/month for 100 attendees
- You can have up to TEN THOUSAND participants on your webinar
*insert stunned emoji face*
What We Could Do Without:
- There is no option to host recorded webinars with Zoom…yet
- The price goes up the more participants you have join your webinar
Okay, honestly I struggled to even write those “cons” to Zoom because here's the thing…
And if you're webinars are getting over 1,000 participants registered and showing up live, then something tells me you'll be able to afford the $340 price tag!
On top of that, the price point for Zoom at that level is still more affordable than some other webinar hosting platforms we've used in the past!
*cough* I'm looking at you, GoToWebinar (which is $134/month for only 100 participants).
Other Webinar Hosting Tools
Now if for some reason you're just not feeling Zoom, don't sweat!
Here are two other webinar hosting services we really dig:
What We Love About Webinar Ninja:
- It is stupid-simple to set up a webinar using Webinar Ninja
- You can host both live AND recorded webinars
- Their recorded webinars don't have a limit on attendees
- The software supports paid webinars
- They have registration and thank you page templates you can use in your marketing
- You can clone your webinars (vs re-creating each new one)
- Their pricing is incredibly affordable and starts at $49/month for 100 attendees
- They offer a FREE 14-day trial
Plus, we know personally how committed Omar and Nicole are to providing the best service possible for their members!
What We Could Do Without:
- The price increases the more attendees you have (this is common amongst ALL webinar softwares)
- You can only host up to 1,000 attendees
Again, the above bullets are me trying to find something that we “don't like”, but when it comes down to it, WebinarNinja is right up there with Zoom for us and we love the creative features they include in their software!
Check out their free 14-day trial here to see if WebinarNinja is what you've been looking for.
What We Love About WebinarJam:
- We used them when we were first starting out and loved the ease and usability
- You can host both live and recorded webinars
- You can use pre-recorded video within a live webinar
- You can enable password protection for your webinar rooms
- You can have up to 6 co-presenters
- Their chat box has the ability to highlight comments, separate Q & A and remove attendees if necessary
- You can spotlight attendees and bring them on live (similar to what you can do with Zoom)
- You can simulcast to Facebook Live and YouTube
And that's just the beginning.
What We Could Do Without:
- There are a LOT of features and you may find yourself overwhelmed at all the options
- We've tried using their autoresponder templates before and had glaring errors
- We've had webinars not record using WebinarJam
Now, while I mention these “cons”, they were all back in 2014 and 2015 before we really found our feet with them.
Plus, I know they have been improving their software in a big way over the past few years and I'm sure a lot of these hiccups have been fixed now.
Best Recorded Webinar Hosting Software
What We Love About EverWebinar:
- It's created by the WebinarJam team
- You can schedule a recorded webinar in less than 5 minutes
- They have a “just in time” feature that allows attendees to join a webinar right away, ultimately increasing your show up rates in a big way
- You can convert a live webinar into a recorded webinar with one click
- They have a bunch of templates you can use so you don't have to worry about design
- They have free hosting for your webinars
- They have a live chat simulator
- Their integrations are on point
- They provide analytics so you can embrace your inner data nerd and spot opportunities for improvement
And that's just the start…
There are so many more features I haven't even touched on.
If you want to get the full schpeal, take a spin through this page.
What We Could Do Without:
- Their themes and templates may not fit with the branding of your business
- It may take a bit of testing to get the right process down for your recorded webinar
Is EverWebinar your only option though when it comes to hosting a recorded webinar?
Pfffft hells no!
As I mentioned above, WebinarNinja also provides recorded webinar capabilities.
However, it isn't solely focused on recorded webinars (and all the moving pieces that go into them) like EverWebinar is which is why it's our go-to option for all things auto webinars!
Aiiiiight. Now that we've covered your options for webinar platforms, let's talk about a critical piece to setting up a webinar…
Best Webinar Presentation Software
This one is pretty simple and really just depends on which kind of computer you have.
For Mac Users:
We are Mac users and have been using (and loving) Keynote from Apple since we first started the Screw back in 2013!
Not only does it allow you to create and customize beautiful presentations, but it also has capabilities for you to work and collaborate with team members on your presentation in real time.
On top of that, it's incredibly easy to use, can be used across all your devices AND with iWork and iCloud, even the PC users on your team can use Keynote!
For PC Users:
Now, I'll be honest with you…
I haven't used a PC since…ohhh….2006.
However, I have some (wacky *wink*) friends who still prefer a PC over a Mac and their go-to solution for presentation software is always Microsoft Powerpoint.
They love the templates available and the customization options.
In full transparency, while I haven't used Powerpoint, I have heard that the customization and editing options aren't as built out and professional as Keynote, however you do have some basic options available to you.
On top of that, it is easy to use and you can create a simple presentation without having to be too “techy”.
For Both Mac & PC Users:
Not into the idea of Keynote or Microsoft Powerpoint?
Check out Prezi!
Not only do they have creative and customizable templates you can use, it is easy to use, boasts some dynamic features and even includes some handy analytics!
Plus, they have a free trial and their lowest tier package is only $7/month!
Perfect for you if you're just getting started with webinars and don't want to make too many hefty investments just yet.
So now that we've got our hosting platform sorted, and we're equipped with our presentation software, it's time to start talking about a key piece to any webinar…
The marketing! A.K.A my favourite part of webinars…besides that whole making money part. 😛
What kind of tools make up your webinar marketing arsenal?
Let's get into it…
Best Webinar Marketing Tools
In order to get people to register for your webinar, you're going to have to create a few key landing pages for them.
These are things like webinar registration pages (so people can actually register for your webinar), thank you pages (to let them know they reserved their spot), live webinar pages (where the action goes down) and of course, your replay page (for those who may not show up live).
Our absolute favourite tool for all things landing pages (webinars or not) is…
I mean, we use it for ev.er.y.thing and have been doing so since 2015.
What We Love About ClickFunnels:
- There are a TON of template options
- Their visual editor is SO good
- All templates have a mobile responsive option
- You can create your own custom landing pages (we do this a lot)
- You can clone a page or an entire funnel (a.k.a. a group of pages) with one click
- You can create multiple pages to split-test
- They have easy-to-understand analytics and tracking
- You can create your entire webinar set up (from hosting to purchase) using ClickFunnels
- You can set up your own affiliate program using ClickFunnels
- They make it easy to search for specific pages or funnels
- It integrates seamlessly with all major email platforms and payment processors
- Their customer support is top notch
- They offer a FREE 14 day trial so you can try it before you buy it!
What's more is with ClickFunnels you can build more than just landing pages!
We even use it to create sales pages, checkout pages, entire funnels, hell, we even use it to create the membership portals for our one-off courses.
I could go on, but instead I'll just say this…
If you want a one-stop-shop kind of marketing tool that will help you streamline your business and amp up your revenue, check out their FREE 14 day trial and see if this is what you've been looking for.
What We Could Do Without:
- Because ClickFunnels is so damn easy to use, you can get carried away creating ALL the pages (we're guilty of this)
- I wish they had more font choices
In fact, I don't even care that much about the font options, because the software itself is so damn handy and versatile that I can't imagine running our business without ClickFunnels now!
Of course, if you're not feeling all the various options you get with ClickFunnels you can always take a spin through LeadPages!
This is a software we used for the first 2 years of our business and it was a fantastic platform for us when we were first starting out in our business.
What We Love About LeadPages:
- There is over 160 beautifully designed templates you can use
- All templates are stupid-easy to customize
- They are mobile responsive
- They host weekly Q & A calls so you're always supported
- You can a/b split test (only available to those on the “Professional Plan”)
- They have a “marketplace” where you can purchase additional pages
- It's cheaper than ClickFunnels
- They have a FREE 14-day trial
If you're just starting out, haven't really made that much money with your business yet and are looking for a more budget-friendly option that looks great and gets the job done, LeadPages may just be exactly what you need.
What We Could Do Without:
- They didn't have a page search function when we were members
- We found ourselves buying more pages from their marketplace than using the free options
- We couldn't create order pages (this may be different now)
- We couldn't create the recorded funnel structure we wanted
- They don't have the ability to create your own affiliate program
- You can't create custom pages like you can with ClickFunnels
Now, here's the thing: If you're not really interested in all the bells and whistles and are simply looking for a tool that allows you to create beautiful landing pages and run a webinar without too much fuss and hassle, then LeadPages could be exactly what you need for your webinar system!
Best of all, you can try it for 14 days fo' FREE and see if it's really what you want.
Best Conversion Optimization Tools
Now if you just read that title and thought “conversion what now”, you're not alone.
To put it simply, conversion optimization tools help you get more leads and convert those leads into sales.
Something we all want, am I right?
So what are the tools we absolutely love?
Lemme break 'em down for you.
Simply put, UseProof is a simple software that shows notifications of people who have recently signed up to your webinar (if you're using it on your webinar registration page) or purchased your products (if you're using it on your sales page).
Basically, it's an automated way of enhancing social proof which increases trust and encourages people to act.
Pretty sweet, right?
What We Love About UseProof:
- It shows real-time notifications of people taking action and making purchases
- It's clean and unobtrusive
- It's simple to set up
- You can set limits to how far back you want the notifications to show from
- Their support is dialed in and incredibly helpful
- It demonstrates to potential customers or registrants that people are signing up
- You can display how many people are on the page at any given time
- Once someone enters their email, UseProof pulls in data on that person for you
- You can create custom timing and rules
- It's mobile optimized
- It's only $29/month for the basic package
- They offer a FREE 14-day trial
What's more is if you decide to use their 14-day trial, you can also use test it out on your webinar replay page, your sales page or any lead magnet pages you may have and measure the increase in conversions.
Note: It's easier to see an uptick in conversions if you already your current conversion rate. *wink*
What We Could Do Without:
- We had a glitchy experience once where the same notification kept displaying, but support fixed it
Annnnnnd that's it.
There isn't anything we don't like about UseProof and it's so worth signing up for the free 14-day trial to see if it helps to improve your conversions!
Now let's jam on Intercom
Essentially, Intercom is a live chat software that you can add to any sales pages, checkout pages or replay pages and allows potential customers to chat with you or someone on your team in real-time!
That way you can land those customers right then and there!
Pretty sweet, right?
What We Love About Intercom:
- It is simple to set up and easy to use
- You can create custom popup messages to let potential customers know you're there
- There is a team inbox that allows you to manage all conversations via desktop
- You can get messages and notifications sent to your phone so you can answer on the go
- You can create custom messages based on someone's behaviour
- It increases your customer support capacity
- It allows you to assign tags inside the dashboard so you can track the status of communication
- There is a bot feature that allows to automate certain tasks or messages
- They have a FREE 14-day trial so you can test it out with your webinars!
Another thing we love about Intercom?
You can add on specific features that you can utilize for customer onboarding, customer engagement and automated checkins based around a person's behaviour.
So. freakin'. powerful!
What We Could Do Without:
- If you add on allllll their features, your monthly cost can escalate quickly
That's about it though.
What's more is you don't have to add anything on if you're not at that stage in your business.
You can simply use Intercom for their live chat feature, maximize the hell out of it and increase your conversions in a big way.
Now I don't know about you, but that sounds pretty sexy to me. *wink*
Best Email Marketing Tools for Webinars
So, now that we've covered webinar hosting, landing pages and conversion optimization, let's talk about a critical piece to any successful webinar: Your email marketing software!
I mean, let's keep it real, you can have the best webinar in your space, but if you don't have a way to communicate with people on the regular, it's going to be hard to get them to show up and convert into customers, am I right?
In our business we use InfusionSoft.
However, this is absolutely not necessary if you're still in the process of growing and scaling your business.
Let's dive into each…
What We Love About ClickFunnels:
I've already loved all over ClickFunnels a few sections above, however I wanted to address why we love them as an email tool in addition to their funnel and landing page capabilities
- They offer a fully tricked out email platform in addition to everything else
- You can create streamlined email automation rules based on a subscriber's actions
- You can send one-off email broadcasts in addition to automated funnel emails
- You can house your entire CRM inside ClickFunnels
- You can create an affiliate program for whatever you're selling
- It integrates seamlessly with various payment processors
- They offer a siiiiiick FREE 14-day trial
Plus, we can't rave enough about their customer support.
They have always been immensely helpful and have helped us work out any hiccups we may have been experiencing at the time.
What We Love About ConvertKit:
- It's the perfect starter platform for anyone dipping their toes into the world of email automation
- It's simple and straightforward to use
- Their analytics are in-depth and eye-opening
- It's easy to set up and start using
- You can create customized opt-in forms in a few minutes
- You can create powerful automation rules with a few clicks
- Their customer support is on point
- They have a no-brainer migration service if you want to switch from another platform
- It's waaaaaay cheaper than ClickFunnels and starts at only $29/month!
- It has a FREE 30-day trial
If you're ready to start upping your automation game, but you're not quite ready for the fully tricked out system (like ClickFunnels), ConvertKit may just be what you've been looking for.
Plus, their founder Nathan Barry is a great dude and is always looking to improve the platform and step it up for his customers in a big way!
Best Webinar Chatbox Software
If you're planning on using a software like ClickFunnels as your one-stop-shop for all things webinars, or if you're planing on rolling with something like Google Hangouts, you're going to need to use an external chatbox software for your webinars.
Because people love to engage during webinars, ask questions and participate in the live experience.
For this, we love ChatRoll.
What We Love About ChatRoll:
- It is simple and easy to set up and can be done in about 5 minutes
- They have fully brandable options that allow you to create a cohesive design
- You can use Chatroll for more than just webinars
- It is easily embeddable on just about any landing page
- Users have multiple login options including Facebook, Twitter, email or as a guest
- It works alongside livestreaming platforms such as YouTube Live and Facebook Live
- You can create custom welcome messages when people join the chatbox
- You can create pinned messages that stay at the top of the feed
- You can private message
- You can edit permissions so that attendees can only do certain things
- There is a dedicated “Q & A mode” that allows you to facilitate post-webinar Q & A
- They have handy analytics that display attendee behaviour and usage
What We Could Do Without:
- If you're using a tool like Zoom, WebinarNinja, WebinarJam or EverWebinar you won't need it
- It can be an unnecessary expense
We're almost at the end of this monstrous list of webinar tools! *wipes sweat*
There's just one last thing we have to cover…
What is it?
Best Video Hosting Solutions
Real talk: Once you've hosted your live webinar, chances are you're going to want to offer a replay so your registrants who couldn't make it live have the chance to catch the replay before it expires.
To do this, you have a few options…
What We Love About Wistia:
- You can customize your video player's colours and controls
- You have the ability to create clickable CTAs on the video itself
- You can enable password protection on your video
- There are never any ads or “related videos” shown before/during/after your video
- Their video embeds are mobile responsive
- They offer helpful analytics for your videos to see where viewers drop off
What We Could Do Without:
- The cost!
Okay, so that's a little vague, but hear me out…
When we first started using Wistia it was a premium tool, but still relatively affordable.
Recently though they have increased their prices in a big, big way making it harder for the bootstrapping entrepreneur to justify using their software.
If you're on a budget, Wistia likely isn't the best option for you.
So what is?
What We Love About Vimeo Pro:
- It's wildly cheaper than Wistia and is just $24/month
- You get 20GB of storage per week
- It's stupid-easy to use
- You can customize your videos and add your logo to each video
- They offer decent analytics and insights for each video
- You can enable password protection and choose the privacy level for each video
What We Could Do Without:
- Nada! Zero! Zilch!
Okay, so that's a bit of a copout, but seriously…
There isn't anything about Vimeo Pro we don't like!
It's easy to use, it's affordable AF and it boasts similar features to Wistia…without the price tag!
You can see for yourself here!
I'm seriously impressed you're still with me all the way down here.
I dig entrepreneurs like you!
Alright, so now that we've covered the different tools, resources and software you'll need to have in your webinar arsenal, let's talk about creating your webinar!
This is the good ish!
And best of all, we're going to do it in a few quick steps!
Chapter 4: How To Create a Webinar
Alright, so now that you're armed (and dangerous) with your suite of tools and you know you're going to make webinars a big part of your sales process, it's time to dive in and create the thing!
And this is where I see a lot of people trip themselves up.
They think “I've never hosted a webinar! I don't even know where to start!” or “I'm not techie! I don't know how to do a webinar!” or “who am I to even try and sell this thing?”.
If you've ever experienced any of that, trust me, you're not alone!
In fact, I stalled on hosting our first webinar for aaaaages because I was too scared and intimidated by them.
But once I got started and hosted our first one (and netted over $8,000 off one single webinar), I was hooked!
So don't sweat, and be sure to stick with me because the next few sections of this post are going to make this entire process much easier for you!
(Need more help or want to see this all in action? Sign up for Amy Porterfield's free webinar training!)
Let's dive in…
Step 1: Brainstorm Your Webinar Topic and Title
Now this may sound like a no-brainer, but coming up with the right headline and topic for your webinar can be a process if you don't know what to do or where to start.
To cut through the overwhelm, here are 3 different types of webinar headlines we live and die by:
- Straight up specific
Let me break these down for you…
The Benefit-Driven Headline
This type of headline is simple and straightforward and involves you communicating a promise to potential registrants that focuses on a big aspiration of theirs and helps them solve a problem.
You can see this in action on Amy Porterfield's registration page which promises to help you Create and Deliver Your First Wildly-Profitable Webinar (Even if You Don't Have a List).
Another webinar title I love is from Jasmine Star who hosts a webinar called How To Create a Month's Worth of Social Media Content in a Day.
Craving another option to get the creative juices flowing?
We're hosting a Free Traffic Workshop in the coming weeks that boasts the promise Triple Your Online Visibility in 90 Days.
Do you see how all of these headlines are touting a specific benefit, result or outcome if you sign up for the webinar?
To me, these are some of the best webinar titles to use, but in order to make this kind of headline work in your niche you need to take the time to get clear on what your promise or benefit for registering is and then communicate it clearly.
Speaking of that, the second type of headline is…
The Straight Up Specific Headline
This headline is exactly what it sounds like: It's a headline that cuts straight to the chase and doesn't mince words or confuse people by trying to be “too much”.
It's straight to the point and is strategically specific.
These are headlines like:
10 Strategies that Will Protect Your Facebook Page from Newsfeed Algorithm Changes
Lose 10 Pounds in 10 Days
How To Know if Your Business Idea Will Make Money
These titles are all straight up and specific.
Kinda like what Neil Patel does with his webinar below…
You know exactly what you're signing up for when you register for one of these webinars and there is very little room for guesswork here.
Of course, if you're the type who likes to get crafty with your copywriting, you can always opt for…
The Curiosity-Provoking Headline
So, here's the thing…
Nothing will get people to click on a link or take action quicker than a headline that provokes their curiosity and makes them want to know more.
I mean, just think of how many times you've been sucked in by a Buzzfeed headline in your FB newsfeed.
So how do you create a curiosity-provoking headline?
A few ways…
You can either:
- Make a bold claim that challenges a commonly held belief
- Ask a question (that prompts the viewer to give you the answer you want)
- Use negatives
Now, if you're thinking “Negatives? I don't want to scare people!” and I get it…
We've been conditioned to avoid anything that could stop people from taking an action on one of our pages.
But do you know what using negatives do?
Tap into people's insecurities and make them wonder if they are doing something wrong or should stop doing something in order to get a desired result.
Think about it…
Are you more likely to want to know what you should avoid doing in order to get something you want? Or are you more inclined to want to know all the things you should do in order to get that result?
Negatives provoke curiosity.
Plain and simple.
Okay, now that we've got the headline sorted and you have your 3 options to play around with, let's get clear on the type of webinar you want to run.
Step 2: Choose Which Webinar You Want To Run
Allow me to remove all guesswork for you and make things simple and easy for you…
If this is your first webinar rodeo, we believe it is best to host a free live webinar.
I know, I know. The idea of doing something live makes you want to sweat!
I totally get it!
I wanted to curl up and hide before our first live webinar (the one you see below) back in 2014, but once we made the commitment and followed through on it, we LOVED it!
And yeah, the $8,000 profit didn't hurt either. *wink*
So why should you choose to run a webinar live in the beginning instead of a recorded webinar?
So you can figure out what works with your webinar strategy and what doesn't.
What converts and what falls flat.
What your audience wants and what will make them zone out.
You just can't get that intel from a recorded webinar.
What's more is live webinars allow you to get real-time feedback, hone your sales skills and give you the chance to build a rapport with your attendees, allowing you to potentially increase your conversions right then and there.
Then once you've mastered live webinars, you can start testing out a recorded webinar that allows you to grow and scale your business in unimaginable ways.
Step 3: Choose The Right Webinar Tools For You
Let's keep it real…
If you want to create and run a webinar, you're going to need to invest in some tools.
Now, does that mean you have to fork out ALL the monies just to get a webinar set up and running?
In fact, you can get started straight away and run a webinar with a only a few tools that allow you to:
- Get people signed up for your webinar
- Send emails to them
- Deliver your webinar
- Present your slides
- Take payments
Again, I've already broken down all of these tools in Chapter 3, however here is a quick recap of some basic (and budget-friendly) tools you can get started with straight away…
Live Webinar Tools
Hosting a live webinar?
Make sure you have these tools in your back pocket:
- LeadPages—allows people to register AND you can use them to host your webinar and replay! Two birds. One stone.
- ConvertKit—the easiest email platform to get started with
- Prezi—whether you use a Mac or a PC, you can use Prezi to create and present your webinar slides
- PayPal or Stripe—if you want to make moolah, you need a way to take payments! Both PayPal and Stripe make this easy!
Of course, you can easily add additional resources into your webinar toolkit, but this is the easiest and most cash-friendly way to get started!
Craving a more high-powered set up?
Check out ClickFunnels which you can use to:
- Get people registered for your webinar
- Email your registrants
- Host your webinar
- Host your webinar replay
- Create checkout pages and take payments (with Stripe)
Russell Brunson (creator of ClickFunnels) even has this free “Perfect Webinar Script” that you can use to make your webinar flow more smoothly and your pitch go off without a hitch.
Recorded Webinar Tools
Want to step up your webinar efforts and add a whooollllle lotta scale to your business?
Take a spin through these 3 must-have tools to trick out your setup:
- EverWebinar—allows you to automate your entire webinar setup, start to finish!
- Deadline Funnel—this is a tool that creates genuine urgency and scarcity through expiring pages and offers
- ClickFunnels—enables you to create all the landing pages you need, email your list and take payments in one centralized location
Yep. 3 tools. That's it.
Pretty sweet, right?
So now, that you're stocked up with the software you need to caaaaa-RUSH your webinars, let's talk about creating your actual webinar and finessing your pitch.
Step 4: Perfecting Your Presentation and Pitch
Here's the deal…
Now that you've got your headline, you've decided which kind of webinar you're going to host, you know how to set up a webinar annnnnd you've got your tools all sorted, it's time to work on that presentation and pitch so everything flows and your offer converts.
And while I could go into lengthy detail here on how to perfect your presentation and pitch, I actually broke this entire process down below in full detail in Chapter 6 of this post.
Wanna skip straight there and get all the goods?
Click here to be taken directly to that breakdown!
Cheeky, I know.
Step 5: Creating Your Must-Have Landing Pages
This step is actually quite simple!
But which pages do you need to hit the gas on your fully functioning webinar?
Not that many!
To run a webinar you need these 5 simple landing pages:
- A webinar registration page (to get people signed up for your webinar)
- A live webinar page (to deliver your webinar to those who show up live)
- A webinar replay page (for those who can't make it live and want to watch the replay)
- A sales page (for those who are craving more details on what your offer is all about)
- A checkout page (so people can purchase your offer)
Pretty straight forward, right?
Best of all, you can get started creating these with a few clicks using either ClickFunnels or LeadPages as I mentioned above!
Step 6: Scheduling Your Webinar
Good news! This is a pretty simple process, whether you consider yourself a “techie” or not.
And to make things even easier for you…
Here is a quick tutorial on how to schedule a live webinar using Zoom:
Step 1: Sign up for Zoom Webinars and sign into your account
Step 2: Click on “My Webinars” and then click “Schedule a Webinar”
Step 3: Fill in your topic and choose the date and time of your webinar
Step 4: Enable your video (optional, but we love it), turn on the “Q & A” option, ensure you have “record the webinar automatically” turned on (so you can send out a replay) and finish it all off by hitting the “schedule” button!
4 steps. Quick and easy.
Just how we like it. *wink*
Step 7: Writing Your Webinar Email Sequences
Ohhhh yeah! We're getting into the nitty gritty now *rubs hands together* and it's time to create the emails that will encourage people to not only show up for your webinar, but take action on the offer you made!
Before we get into the breakdown though, if you want to see these emails in action (from a true pro), be sure to snatch up this free training so you can watch the process unfold in your inbox.
Let's dive in…
Creating Your Pre-Registration Promotional Emails
To start, it's important that you start your webinar registration promotion (a.k.a. getting people signed up for your webinar) at least 5 days before your webinar goes down.
Because people are busy and they may need some time to see your emails, ads or social posts telling them about this webinar.
To ensure we capture as many people as possible, we roll with this simple set of registration emails…
5 days before our webinar, we'll send an email out to our list giving them the heads up about our webinar.
That email always includes these 4 key elements:
Step 1: Tell a quick story that relates to the topic of the webinar
As you can see, in this first part of my email I'm talking about where Josh and I were in our business before we had the idea to start our private membership community, Screw U.
In these next pic I continue that story before transitioning into…
Step 2: Mention the title of your webinar and list out 3-5 takeaways or lessons they will get if they register
Step 3: Give the date and time of your webinar and include the link (at least twice) to sign up for the training
Usually those emails get a strong response, but we don't stop there…
3 days before our webinar (so, 2 days after that initial email) we send another email to the people on our list that didn't open or click to register, filling them in on the details.
The only difference between this email and the first one we sent out is that the subject line is different and I'll usually switch up the story slightly.
The rest follows this same format:
- A quick story that relates to the topic of the webinar
- The 3-5 key takeaways or lessons they'll learn if they register
- The date and time of the presentation
- The link to join (which we include at least twice in the email)
Now, of course, if you don't really have an email list yet, you'll want to hit whatever platforms you do have.
This could be your different social channels you use or you could run some Facebook ads to fill up your registrations.
Now, to clarify, we aren't big believers in running paid ads if you don't know how your webinar converts and always think it is best to use your existing audience before spending money to get people to register.
Craving more deets on our webinar registration strategy and how you can make it work for your business?
Creating Your Pre-Webinar Email Sequence
Alright, once you have people registered for the webinar, you'll want to send them a select batch of emails in the lead up to your presentation.
These are the emails we send for each of our webinars:
- Upon confirmation: Send an email letting them know they have successfully registered
- 24 hrs before: Email with the date/time and a link to your free handout (if you have one)
- 6 hrs before: Email with the time the presentation starts and a link to the live page
- 1 hr before: Reminder that the webinar starts in less than 60 minutes with a link to join
- 15 mins before: “Last minute” reminder that the webinar is starting with a link to join
- “We're live!”: Send this email 5 minutes after your webinar starts to catch any stragglers
Now, I know it looks like a lot of emails to send, but here's the thing…
If someone has expressed interest in taking part in your webinar, you want to do whatever you can to ensure they are reminded of the date and time and get the link to join.
Then once you've rocked their world with your webinar presentation prowess, it's time to kick off your post-webinar email sequence…
Creating Your Post-Webinar Email Sequence
Of course there are so. many. things you can do with this sequence…
However, we always think it is best to start small, test what works and improve from there.
Here is a simple post-webinar email sequence structure you can use that spans a 5 day replay window:
- Post-webinar: The morning after your webinar send the link to the replay along with a bulleted list of the lessons you covered, a recap on what your offer is all about and a deadline they need to act by
- 24 hrs later: Tell a story about how you overcame a struggle or obstacle (related to your offer), highlight how you can help them achieve their desired outcome and the biggest benefits they will get from working with you
- 24 hrs later: Introduce non-buyers to a customer of yours who got amazing results from working with you, introduce a new bonus (that overcomes an objection for not buying) and let them know that the replay is coming down in 48 hours
- 24 hrs later: Use this email to overcome the common objections for not making a purchase, introduce any testimonials you have, remind them of your bonuses and the deadline to act by (hint: it should be max 24 hours after that email)
- 24 hrs later: This is your final chance to move people off the fence by communicating your deadline (a.k.a hammering the urgency!), restating your offer, the bonuses attached to it (if any), flaunting testimonials and dropping strong calls to action to make a decision
(Note: You're only going to send these emails to those who didn't buy during your webinar or during the post-webinar sequence.)
Now, while the above structure is a fantastic start to building a registration list, getting people to show up live and converting them through email, it's important to take note of what's working and which emails fall flat so you can improve them as you finesse your webinar.
If you want to get an insider's glimpse at a webinar that converts like hotcakes, sign up for this free training and take notes of each step of the process!
Now let's dive into the fun ish..
What is it?
Step 8: Promoting Your Webinar
I'm about to do it again…
Do what, you ask?
Leave you hanging in this section.
I know, I know. I'm such a tease!
But here's the thing…
I'm breaking this alllllll down just a few lines below and diving deep into the different free AND paid strategies you can use to get the word out there on your webinar!
That way you're not stuck only emailing your list each time you have a webinar going down.
Sound like something you could get down with?
Let's get into ‘er…
Chapter 5: Webinar Marketing Strategies
Ohhhh ahhhh marketing and promotion!
It's the thing so many of us entrepreneurs love and loathe all at the same time.
And yet? It's one of the best things you can possibly do for your business!
Because if you're not spreading the word on your business and marketing the hell out of it, how is anyone going to know what you have to say and sell?
To ensure you get the most eyeballs on your webinar we're gonna jam on both free AND paid avenues you can use for your webinar marketing strategy.
Free Webinar Marketing Strategies
To get the word out there for free you're going to want to leverage every online platform you have.
From your website to your social channels, your email list to your weekly content there are load of ways you can drive eyeballs to your webinar without spending a dime on paid traffic.
Let's jam on a few…
This one is kind of a “duh” tip, but I'mma say it anyways…
If you have an online business, chances are you have a website.
Which means you have an entire platform you can use for your webinar promotion to drive signups.
By utilizing your best website real estate such as:
- Adding a CTA to your homepage
- Adding a sidebar image to any relevant blogpost page (*cough* look to the right for this strategy in action)
- Creating a “free training” tab on your navigation bar
- Using a “hello bar” above your main nav bar
- Mentioning your webinar within your weekly content
Then once you've maximized your website you can move onto yet another asset you have…
Your Email Marketing
The cool thing about using your email list to generate consistent signups to your webinar is that you have more options than simply “send out an email”.
Here are some strategies we see working when it comes to email marketing:
- Promoting your webinar on your “thank you” page when someone joins your list
- Adding a section in your “welcome” emails to get new subscribers to register for your webinar
- Prompting non-buyers to sign up for your webinar at the end of a sales funnel
- Mention your webinar in any relevant broadcasts you send for your weekly content
Speaking of that…
Your Weekly Content
Let's keep it real, if you're running an online business chances are you're creating content on a weekly basis to engage your audience and spread the word on your brand.
The good news is you can use this content even more strategically than just writing random blogposts, shooting podcast episodes about whatever you feel like talking about or filming videos off the cuff.
Instead, you can:
- Create topic-specific blogposts that highlight different elements on your webinar and prompt people to sign up if they want more
- Record podcast episodes where you talk about the different elements of your webinar and then direct people to a custom URL for your webinar
- Shoot videos that are either tutorials or discuss a topic relevant to your webinar training and prompt people to sign up for more free info
- Include links to your webinar registration in all of your relevant content
- Use the custom sidebar plugin to ensure your webinar prompt displays on all relevant pages
- Include images within your content that prompt signups
Your Social Media
This one should go without saying, but you can use all of your social media platforms to direct signups to your webinar.
Ohhhh what about adding any of these webinar promotion ideas to your arsenal:
- Adding an enticing CTA and link to all your social bios
- Shooting a series of Instagram stories about your webinar and why it's so helpful
- Using your FB Business Page cover photo (and clickable button) to promote your webinar
- Using your Facebook bio to direct people to your webinar registration page
- Using relevant Facebook groups to talk about your webinar (if they have a promo thread/day)
- Creating eye-catching social images that lead people to your webinar
- Sharing testimonial images and teasing your webinar as a free way to get specific results
I think you get the point.
Of course, you also have the option to invest some money into paid traffic.
Let's jam on that real quick…
Paid Webinar Marketing Strategies
Now, while we believe this is a fantastic solution for a lot of entrepreneurs, we also think it's smart to know how your webinar is going to convert before you spend one cent on paid traffic.
Because, honestly? It's easy to lose money on ads if you don't know what you're doing.
Harsh, but true.
However, if you are going to dip your toes into the world of paid traffic, this is the strategy we use and love when running Facebook ads.
Our Go-To Facebook Ads Strategy for Webinars
Okay, so here's the thing..
I could go on and on about this for. ev. errrr.
Since we're already, ohhhhh 10,000 words deep into this beast, I'll give you the cliffnotes version of the webinar marketing plan we use to get people signed up for both our own webinars as well as any partner webinars we're hosting.
It goes a little something like this:
- Block off a day (or two) to create a high-impact piece of free content that is related to your webinar topic
- Litter a few strong CTAs and links to your registration page within the content
- Add the Facebook ad pixel to your post page
- Once your post is published, run a “clicks to website” ad campaign on Facebook to drive traffic to that free piece of content
- If visitors don't register, use a retargeting ad to remind them to sign up for the webinar to capture as many lost leads as you can
In fact, you'll see this play out in your Facebook newsfeed in a few days if you haven't yet signed up for this free training on webinars with Amy Porterfield.
Because honestly? No one online does webinars better than Amy.
And we know how beneficial it is to learn from someone who is where you want to be.
On top of that, she's built a multi 7-figure (in profit!) business off the back of webinars—ultimately making her THE go-to gal for all things webinars.
Plus, we know her personally and trust that she wants nothing but the best for the Scroupies and wants to help you get the results and traction you're craving with your webinar.
Besides, it's FREE! So it's kind of a no-brainer.
Because we're cheeky like that. *wink*
Now let's round this bad boy out with the one thing I'm sure 80% of people reading this post is wondering…
“How the heck do I actually sell this thing?”.
Fortunately, that's exactly what we're going to jam on next…
Chapter 6: How To Host & Sell On Webinars
Ahhh yes! The actually hosting and selling part!
It's where a lot of people start to get a little freaked out when taking the webinar plunge.
And I get it!
It can be intimidating to put yourself out there like that when you're not really sure how to run a successful webinar.
That is unless you have a go-to strategy to use!
Now, as I've been saying all along, if you're serious about using webinars to grow and scale your business in a big way, you can't go wrong with this free training that walks you through the best way to host a webinar.
However, since you've made it alllll the way down here, allow me to break down the structure and strategy we use with our webinars!
A Few Webinar Rules of Thumb
So there are a few rules we live and die by when it comes to creating and hosting a wildly-successful webinar…
- Keep your webinars between 75 and 90 minutes
- Use 80-100 slides (or 1 slide every 45 seconds) as it keeps your audience more engaged
- If you're up to it, turn on your camera so people see the face behind the presentation
- Always use good audio and invest in a quality microphone
- Always smile if your camera is on and keep your energy up
- Be sure to litter customer testimonials and case studies throughout the webinar
Pretty straight forward, right?
Now let's dive into the nitty gritty!
The 6 Stages of Successful Webinars
Before we dive in, I want to preface this by saying…
If this is your first webinar, I don't expect you to incorporate every. single. piece of this strategy.
Instead, implement what you can and use this post to improve as you go along!
Let's get into ‘er…
Stage 1: Setting The Stage
As soon as people start showing up to your webinar presentation, you want to be ready to guide them through an engaging and informative presentation that delivers on the promise you made to get them to register.
To do this, there are a few things we do:
1. Welcome attendees and re-state the title of the training
2. Give attendees tips for creating an optimal experience
- Tell them to turn their phone to airplane mode
- Close down all their other tabs
- Remove any distractions
- Take out a pen and paper
- Open up their worksheet (if you are providing one)
3. Give them a “hook” to stay to the end
- To do this we always say “if you stick around to the end, you'll get…”
4. Ask them questions to kickstart the engagement
- Ask a yes/no question related to the topic of your webinar
- Read out attendee names and their answers
5. Ask them a followup question to demonstrate that they need to stay for your training
6. Qualify your audience so they know they are in the right place
- We do this by saying “you are in the right place if…”
- Highlight the 3 biggest benefits they will get if they stay to the end
- Re-state the result, outcome or promise of your training
7. Set the agenda for the training so they know what is coming up
Once you've done that (which really shouldn't take more than 5 minutes), we move into…
Stage 2: Sharing Your Story
There is a reason someone has signed up for your webinar and it usually revolves around them having a problem they believe you and your training can help them solve.
In order to position yourself as someone who has the answer they are looking for, you need to share a little background on yourself and how you can help them get the results they are after.
Here's how we do this:
1. To start, share a quick snapshot of where you started vs where you are today
- Share what life was like for you before you had the result they want
- Highlight what was stopping you from taking action
2. Walk them through how your journey started
- What was the catalyst that got you to take action?
3. Paint a picture of what the journey was like early on
- What challenges did you face?
- Was there someone who said you couldn't do it?
4. Explain the catalyst that changed things for you
5. Share the reward or result you experienced as a result of persevering
6. Reveal the complete transformation you experienced because of this
Now does your story have to follow this structure?
But it certainly helps to use it as a starting place for crafting your own story.
Once you've shared your story with your attendees (which shouldn't run for more than 7-10 minutes max), it's time to dive into…
Stage 3: Teaching Your Framework
I know, a “framework” sounds so official, but hear me out…
In this stage all you want to focus on is delivering on the promise of your webinar.
So, if your promise was to “double your Instagram following in a week” this is the section where you would want to share 3 actionable strategies people can use to do exactly that: double their Instagram following in a week.
Here are some key things to keep in mind for this stage:
1. Tease what each part of the training will teach them
- One slide per lesson or takeaway
3. Make each lesson easy to understand and implement
4. Back up your strategies with proof, examples or case studies
5. Ask questions that get your attendees to engage and interact after each strategy
6. Reference your offer as the all-encompassing solution to this process
Regardless of how you choose to structure your training, never hold back on the value.
The most successful webinars always deliver high-impact training that deliver on their promise.
Don't believe me?
Before you do that though, let's talk about two of the most important pieces to any successful webinar…
The “bridge” and the pitch.
Stage 4: Creating The Bridge
This part is simple and is really just a short piece of your webinar presentation that allows you to transition from your training into making your offer.
To do this I always love asking our attendees “if you could have [insert the result they want] what would that mean to you?”.
Not only is it a great way to transition from your training into the bridge, but it gets people hyped up and dreaming about what their life could look like.
From there, we read out people's answers and call out their name as we're reading each one.
This not only builds excitement, but it allows us to transition seamlessly into the bridge which then breaks down to these 3 simple points to hit:
1. “I'm not sure why you showed up today”
- It sounds counterintuitive, but these 8 words allow you to preemptively highlight the biggest desires or benefits your product, program or service provides
2. “It's your time!”
- After you've delivered your training and given your attendees your best, it's time to encourage them to make a decision either way
3. “I'm not special”
- This is all about being relatable and reassuring your attendees that if you were able to do this, then they also have the ability to achieve these results
Now, this section shouldn't take that long.
After all, you don't want to stall the momentum as you roll into…
Stage 5: Perfecting Your Pitch
This is where the magic happens and all of your hard work pays off!
Now, as a side note: if you're not sure how to run a webinar, what the heck to say and how to say it to ensure your pitch goes off without a hitch, snatch up this free webinar script from Russell Brunson (creator of ClickFunnels) that you can use for your next webinar.
So, now that the big moment is here, how should you structure your pitch?
Here is a simple outline you can follow if you're just getting started:
1. Introduce your offer and give your attendees a benefit-driven description on what it is and who it's for
- The shorter, the better as you'll have the next 10-15 minutes to break it all down in greater detail
2. Tie in your first success story or testimonial
- The key here is to relate it back to a major benefit or promise your offer delivers on
3. Explain your offer in detail
- This is where you break down everything that is included when someone purchases
- Be sure to assign a new slide for each feature and benefit you're highlighting
- Bonus points if you can incorporate any success stories that reinforce each part of your offer
4. Display your offer summary
- This is one slide that shows everything they get when they hit the buy button
5. Pimp out your bonuses
- If you plan on offering bonuses to sweeten the deal on your offer, this is where you would start to highlight them
- These could be things like a Facebook group, a monthly call with you, swipe files, templates, audits, events…whatever helps people achieve their desired result outside of the core offer
6. Highlight another success story or two
- Bonus points if each story addresses your most common objections
7. Introduce your “fast action” bonus
- This is an irresistible (and time sensitive) offer people can claim if they buy before the end of your webinar
- We always offer these to encourage action right then and there and get people off the fence
8. Break down the investment
- To do this we start by recapping the full value of everything if you were to sell it separately
- From there, reveal the investment as well as your payment plan (if you have one)
9. Walk them through how to purchase
- This can be done through slides OR a simple screenshare
- The purpose of this is to show people how to take advantage of your offer
- This is also where you would mention any upsells if you have them
10. Explain what to expect after purchasing
- Now that someone has joined, what can they expect…break that down for them
11. Flaunt your guarantee
- This one is simple: Do you have a money-back guarantee? If so, explain how they can take advantage of it
- Caveat: It's usually best to make your refund policy conditional—meaning they have to show proof that they implemented or used the product and didn't get results
12. Restate your complete offer
- Include the full breakdown of your product, program or service
- Re-highlight your bonuses (if applicable)
- And remind them of your fast-action bonus
13. Overcome their objections
- Highlight the 3 biggest objections that prevent people from buying and how your offer overcomes them
- Example objection: How do I know I’ll get results?
- Example solution: If you don’t results, simply email us within [insert refund window] and show us that you followed the program and I’ll refund your money
14. Give a clear call to action
- This is where you'll prompt those who are ready to work with you to make a decision
- Reveal the link where they can buy and get started
Of course, if you're craving a more in-depth breakdown of how to put on a webinar and how to finesse your pitch, you can snatch up this free script or sign up for this free training and watch a pro pitch in action!
Not before we round this bad boy out though with…
Stage 6: Closing It Down with Q & A
This is actually one of my favourite parts of any webinar.
Because it's where you get to focus purely on closing customers, interacting with them and answering their questions for the final 15 minutes of your presentation.
To create a strong close and deliver a Q & A session that moves people to make a decision, you can follow a simple structure like this:
- Have a slide that boasts a couple powerful testimonials
- Add a countdown timer so people can see how much time they have til the fast-action bonus is gone
- Use this time to answer offer related questions and overcome objections
- Call people out by name who buy and welcome them to your world
- As the timer runs out, give attendees an email address they can use if they have questions
- Congratulate those to who took action and tell them you'll be in touch
- Final thank you's and your sign off
From there? It's all about pouring yourself a strong drink (I'll take a gin and soda, please!), giving yourself a pat on the back and taking stock of what worked, what didn't and what you'll do next time to further increase your conversions.
Because when it comes to webinars, this ain't a one-and-done approach.
Oh hellllll no!
Instead, it's a powerful AF sales and list building strategy that when done right can catapult your business in ways you never anticipated.
They can add scale to your business.
They can help you position yourself as the go-to in your space.
They can help you build mad affinity with your audience.
They can add some much-needed mental white space to your life.
And they can give you the time and financial freedom so many of us webpreneurs crave.
Now, I don't know about you, but when it comes to building a business….
We want to build one that works FOR US instead of the other way around.
Want to know how to make this system work in your business?
Click the pic below, grab your FREE spot at Amy's webinar training and get the strategies and system you need to create a business that works for you!