Now that we have our registration page up and driving real traffic to it, we are committed! We have skin in the game. Real people are signing up to hear what we have to say on a topic they care about.
The reason I like this order and approach, is it creates a momentum and motivation that keeps a person moving forward and getting things done. There is a maxim that I say all the time to my clients:
"Done Is Always Better Than Perfect!"
When we get things DONE we now have something real to improve. We have real results that we can build from. We have real value that we can iterate and increase.
If we never "ship," as Seth Godin would sat (meaning, put our stuff out there into the real world), nothing happens.
Now that we have have told the world that we are running a webinar that addresses a felt need that others care about, we naturally become that much more committed to delivering on our promise.
With that said, one of the biggest challenges people have with webinars is actually creating the structure, outline, and content of a webinar that rocks!
How To Craft A Win/ Win Webinar That Rocks!
Webinars, back in the day, could get away with being long, unorganized, and clunky. Not any more!
Today, if you are going to produce a webinar it must be no more than 70 minutes. It must have a nice pace, and cadence that appeals to all types of learning styles, and it must deliver very useful content that people can apply WITHOUT having to buy from you to get the missing piece.
Here's the framework and template I've created for myself and my clients that you can use to create your own Win Win Webinar that rocks!
Welcome: [Mistake #1: No Opening Hook. Solution= Get Attention & Kindle Interest & Desire]
(be energetic) Share WHY they are on the webinar (2 or 3 frustrations/ pain points, and 1 fear) and give them the Big Payoff for being on this webinar. (2 or 3 wants, and 1 big desire)
Example: “...you are on this webinar training because you are probably tired of being good at what you do, yet not enough people know about you. You are frustrated that people who have less experience than you seem to be getting on all of the big stages and you feel invisible, and your may be afraid that if things don’t change NOW you don’t know how your business is going to survive.”
Share the Good News (2 or 3 wants, and 1 desire):
Example: “...The good news is on this training you’re going finally get clear about how to attract and grow an audience that loves what you do, and can’t wait to buy from you. You are going to get the 4 pillar framework for launching and real business around who you are and what you love to.”
Give the webinar training outline:
Example: You’re going to learn specifically:
And by the end of this training you’ll walk away with “Major desired outcome”
Share Your Authority Story:
Share a part of your background that is most relevant and compelling to the reason why your attendees should believe and listen to you.
Share who you are, the struggle you had, the pain it caused you, the discovery you made, the result you got for yourself and others!
Show vulnerability without compromising your credibility.
II. Main Content: [Mistake #2: Share Too Much Content. Solution = Give people enough to make a decision to work with you on a higher level]
1. Dispel 1 or 2 limiting beliefs (objections that your may prevent your audience from buying your offer).
These are usually misconceptions, or limiting beliefs that hold people back from getting the results they are more than capable of.
Example: “...One of the most common beliefs about making money online is ‘ONLY PEOPLE WHO OFFER SCAMS MAKE MONEY ONLINE. While there is very good reason why this idea exist, scamming people out of their hard earned money is not only illegal, it’s actually one of the hardest, and least sustainable ways to generate great income online. In this training I will show you real world case studies of regular people, who are currently making their living through online marketing.”
2. Future pace (seeding the sales offer at the end):
This is where you let people know up front that while you will be giving them very useful, stand alone information you will be providing an opportunity at the end of this training for those who want to get and scale their results faster.
Example: On this training, I’m going to give you some very practical and actionable insight, but in all honesty we only have so much time. My primary goal is to help you get the best results you want, so at the end of this training I will briefly share with you how you can go even deeper with this material and achieve your best results even faster.”
3. Share Great Content (teach only 3 to 5 specific things)
Make each thing you teach practical, resourceful, useful, and stand on it’s own.
Teach tips, tricks, and techniques (not abstract theory)
Share a case study, or story that illustrates each of your teaching points.
Always check in and engage your audience with questions that relate to each teaching point.
Pro Tip: Make sure your case studies and stories directly relate to what you are teaching. Use client testimonials and results. If you don’t have any yet, illustrate a true story of a person who experienced bad results and how they could have avoided their mistakes IF they had used your system.
Pro Tip: Remember “teaching is selling.” Clay Collins says, “...great marketing is creating desire based tension.”
As you teach you goal is not only inform, but to magnify the gap between where your audience is and where they desire to be. The more value you can give them as you teach, the more their desire to work with you increases.
III. Transition From Teaching To Your Offer [Mistake #3: No clear conversational transfer from teaching to sharing your offer. Solution: Transition from teaching to offering by simply reminding your audience of the opportunity you referred to at the beginning of the webinar training (What you Future Paced).]
Example: “...On this training we covered “x,” “y,” & “z.” You now know how to [RESTATE THE PROMISE YOU MADE IN YOUR HEADER].
And as I promised at the beginning of this webinar, I have an opportunity for those who already know right now they want to get and scale their results faster and would like more in depth help and coaching…”
Sales Offer Content: [Mistake #4: Sabotaging the sell out of fear. Solution = share your offer in plain language that’s Benefit driven.]
Share Your OFFER: WHAT IS YOUR BIG BELIEVABLE BENEFIT RICH PROMISE?
Share WHY Your Offer Matters To Them:
- What 2 or 3 core problems does your offer solve for them?
- What 2 or 3 pain points does your offer relieve?
- What 2 or 3 future desires or opportunities does your offer afford and allow them?
Stack your benefits and bonuses
Give a clear Call To Action
Offer Framework: How To Create An Offer The Connects & Converts (Without Sounding Salesy)
- The key to a great offer is getting your prospect to make ONE decision. Don’t offer a big menu of options. You’ll make more sales by just offering your prospect 1 thing. They either say yes or no.
- How long should your offer be? It should be long enough to tell the “whole story” and make you prospect confident in saying yes.
- Keep you prospects “clear and present emotions” front and center through out you sales copy. What are their fears and frustrations/ wants and desires.
- Proven 8 Step sales offer formula:
- Clear & Compelling Headline: Specific, bebefits driven
- Set up the “problem/ challenge” that your prospect is currently having and the expectation that you have the answer and will show them how to solve it.
- Share your story of going through the same situation and how you solved the problem.
- Introduce the “product” that you created as a result of your success and how it’s designed to help others get similar or even better results.
- List out benefit rich product bullet points
- Stake the value and share the price: frame the price in a way that translates the use value 10x the actual cost value.
- Remove the risk: Money back guarantee
- Give a Clear Call To Action (CTA):
IMPORTANT NOTE: Make sure you use slides to visually walk people through what you are asking them to do during the enrollment process.
i.e.: “Right now click on THIS Button that will take you to the main enrollment page.
On the enrollment page you find a simple recap of everything I said you’ll receive. You’ll also see a big orange button. Click on that button and then fill out the short registration form.
Once you complete the registration form and hit the enrollment button, your journey begins with us. You’ll immediately get access to the FREE bonuses and the first module in the training.”
Conclude the training by opening up the conversation for Questions & Answers
Alright... there you have it!
Here's a complete and pretty comprehensive webinar framework and template you can immediately use to craft your Win Win webinar.
Now it's your turn. Use this framework and template to craft your next webinar.
On the next training, we dive into step 6: Refining our webinar content and building our slide for the actual webinar.