Webinar Conversion Formula for Generating Massive Conversions Into Your Webinars, Build Authority & Able to Position Yourself As The Real Expert in Your Industry.
UPDATE: Now, you can also run Evergreen Webinars using EverWebinar.com (Special Price for this blog readers, courtesy EverWebinar, click here to get discount)
Understanding A Webinars Place
A webinar is not a strategy to make you money; it’s only one component of it. Like a salesperson without a product, if you don’t have the rest of your systems or business setup a webinar is useless. On the other hand if you have your systems setup a webinar can become your most powerful selling tool used correctly. In short a webinar presentation is the online version of a speaker selling on stage in front of a large audience. It gives you the opportunity to communicate your message clearly, connect with your audience and make a lot of money within a very short period of time.
What is a webinar
A webinar is defined as any type of presentation that has a live audience and presenter online. The webinar platform of choice used online is gotowebinar.com. When a person wants to host a webinar presentation they select a time and date for the event. They then send an invitation link to others to join them. When the time of the event starts the presenter logs into his or her gotowebinar dashboard and starts the webinar. Visitors who registered through the invite link can then log onto the webinar and view the presenters screen. The presenter then can present either a PowerPoint presentation or actively show viewers something online or on their desktop in real time.
Where webinars fit into your system
Webinars can be used one of two ways. To sell or to fulfil a product via live web training. The type of webinars we will be talking about in this booklet will be sales webinars. A Webinar is a means of selling your product to people who are watching on their computer screens.
Why webinars are the best way to promote online
Webinars are the best method of promotion online because it is the perfect opportunity you, as a content/software creator, have to connect with your audience. Webinars also give you the unique opportunity to demonstrate the power of what you have over a period of 45 – 90 minutes and because viewers know you are on the webinar with them they are motivated to stay on.
Videos VS Webinars
Often newcomers to online marketing view webinars as a similar promotion method to a video on a sales-page. The two are far different so let’s explore why.
Advantages of a video sales page:
Well created video sales letters sell products that are priced between $1 – $97 superbly.
People love to watch videos.
Videos are entertaining and can keep their attention.
You can connect in person with your audience.
There is no accountability online, if someone starts watching a video there is nothing stopping them from scrolling away mid video with the intention of coming back to it later (Which they will never get around to)
Advantages Of A Webinar
You can connect with your audience.
You can gauge where your audience is at or who your audience is, through questions and tailor your presentation on that webinar towards them.
It’s the only marketing method online that holds people’s attention for 45+ minutes.
A webinar creates accountability
A Webinar is a “one-time” event so visitors are more motivated to turn up because if they don’t they could miss out.
Free Webinars VS Paid Webinars
Should you charge for your webinars or not?
Online there are so many promoters in many of the niches out there that there is an abundance of information for users. What separates you from all the other content out there is your personality and ability to teach.
Here’s the challenge though, if someone does not know who you are or has not connected with you what motivation would they have to pay you for a webinar they feel they could get elsewhere for free?
My point here is build a relationship with your leads using free webinars initially and then you can promote paid webinars once the relationship is built. The list and your subscribers will value it even more then and you’ll sell even more spots.
Section 4 – Product positioning
What Is A Product?
A product is something that does one thing. It solves one problem. If you have acne and you are sold some cream to rub over the acne to repair the damage that is a product. One problem one solution.
What Is A System
When I refer to something as a system the meaning behind that is it’s a complete solution. It’s not just one product it’s a bunch of products combined to give your customer everything step by step from A – Z. For acne it might be, multivitamins, a 30 day acne away booklet, the cream, concealer, multivitamins for prevention in future with the promise that Acne will be gone for good in 30 days.
Looking at your market and opportunities to create and sell systems
How can you sell systems to your marketplace? What systems can you create?
Here are some examples of systems you could base yours on:
How to lose 15lbs in 7 days and maintain it
Newly discovered weight gain system reveals how to gain 15lbs of muscle in 7 days
Writing system reveals how to speed up your writing in 2 weeks or less A – Z
New Facebook Application Selling System that shows you how to generate $2500 in the next 2 weeks
Are you starting to understand what I’m getting at? Often it’s not the product it’s how you position it that causes it to sell.
I have found that systems are always far more effective to sell over webinars. People are looking for a solution to their problems most of the time, a way to get the issue solved all together. Webinars allow enough time to give people the information they need to make an informed decision as to whether they are ready to buy the solution.
Section 5 – Webinar Conversion script
Breakdown of steps of a webinar
1. Introduction to speaker
2. Introduction to topic and points early profiling
2a. Who am I (Point is to establish price, success and credibility)
2b. Why it’s important
2c. How I started
3. My story
3a. My journey
3b. Where it’s led me
3c. The biggest thing it taught me
4. Giving A reason Why The Audience Should Stay
4a. What you’re going to learn in this webinar
4a. What you’ll be able to do at the end of this webinar
Introduction to speaker
Your introduction is important but not the most important part of a webinar nor most essential. It adds credibility to you, pre-sells your system and gives the audience a taste of what they will learn.
Here’s what the introduction should always cover:
This is the opportunity for the host to introduce why their audience should be excited to have you on. It adds credibility and the more accomplished you sound the more interested the viewing audience is going to be about your message.
- The system you are sharing
The host should always address the system you are going to be demonstrating for the viewer. The more opportunities that you and the host have to talk about the system the better it’s going to be. The audience that has a clear understanding about your system and what you are about to show them will have a bigger thirst for wanting to find out more about it.
- What they will be learning
The introduction should also introduce what the system you are going to be showing them today is going to do for them. What is the benefit of sticking on throughout the entire 90 minutes.
“Today you’re going to walk away from this webinar after 90 minutes with a strategy we call Social App System that will enable you to make $1500 by next week”
If you can have a testimonial referenced from your presentation that fits the profile of the type of people that are likely to be on the webinar immediately, they get the feeling that the information is relevant for them and will stay on to listen to how someone who was like them broke free.
- Has the host used the product?
If you have helped the host or introduced the host to something that has helped them which relates to the system, have the host reference this in the testimonial. This is very powerful especially if you have a host who has built a lot of trust with their audience.
Example introduction that hits these points:
List Ryan Deiss introduction here…
Introduction to topics and points
Here is your opportunity to test where the audience is at and introduce the audience to why they need to stick right to the end.
The best way to do this is to first of all get some engagement happening. Here’s some examples of this in the “Make Money Online” niche.
Ask questions like “Can everyone hear me loud and clear?” “Where is everyone in the world today?” “What are you doing now to try and make money online?” “Who’s here because you are looking for a new opportunity today?”
This will give you a good feel for what the audience is doing right now.
With each of these questions follow with answers that compel people to feel like they need to stay on.
Here are some examples:
- “What are you doing now to try and make money online?”
“Great well what I’m going to show you today is going to help you a lot in those niches”
- “Who’s here because you are looking for a new opportunity today?”
“Excellent well I’m going to show you a new opportunity today that if done correctly can bring in between $1000 – $4000 your first month”
Follow on from these two sentence’s by saying “Who’s excited about that? I said who’s excited about that?”
Once you’ve found out who your audience is and what they are interested in, you then officially introduce your topic.
“Well if you didn’t already know it my name is Sam Bakker and today here’s what we are going to cover:
A Big Breakthrough That Changed The Way I View Business And Will Catapult Your Businesses Growth Starting Today
How To Manage Your Time So You Generate The Right Amount Of Clients To Move You At The Speed Of Light To Your Goals.
A Thought Process That Has Generated Me Hundreds Of Thousands Of Dollars Online And Will Do The Same For You Once You Understand It’s Power!”
Early Engagement Is Key:
If you are presenting a live webinar throughout the engagement process you want to be referencing people by name “Always”. We as human beings love to hear our names. When you mention someone they will connect with you more so call out as many names as possible in the following format.
“…….That’s from Joe”
“Ahh good to see you again Alex…. Alex says:”
This is the beginning of the webinar and if you do this correctly it will prep everyone for what’s to come and get them excited enough to stay on for the majority of your message.
Who Am I (Point is to establish price, success and credibility)
The purpose of talking a bit about yourself is to add something unique to your presentation and to help people connect with you early on.
It should be relevant to how you run your business and how you live your life right now. You might want to include a photo of your kid/kids, your office, where you live right now. It needs to be something personal about you.
Quick tip: Use this for seeding your system/price point
“I’ve just been running even as recent as last week a training for Social App System attendees paid $6000 to be a part of”
Why It’s Important
Why are you qualified in your current situation to teach them! What can you say to your audience that demonstrates they should pay attention to you on the webinar and listen to you because you have what they want?
How I Started:
It’s now time to make the presentation more real for them. This is where you take them through how you started and what gave you the breakthrough in your life to bring you to where you are now. This should have, “Aha,” moments throughout. Start with “How I got started” or “How It Happened For Me”
Talk about details of what life was like and make sure that your story aligns as much as possible to where your audience might be right now. You know you’ve got your story right when audience members are saying “That’s where I am right now” in chat.
What changed for you? What suddenly catapulted you in the right direction? Often it happens after meeting someone, maybe a coach? Or discovering a system. Write down what changed that woke you up from the environment your listeners are in now.
-Where It’s Led Me
Where did this discovery lead you? What happened from then? What changed in your life? (Without revealing the details of what instigated the change in your life.)
-the biggest thing it taught me
What’s the lesson now? The big Aha moment. This should always be something relating to what you are going to sell at the end of the webinar presentation. This point here is extremely important, the story is useless unless you hit the right point. Here are some example mini stories with points to give you an understanding about what I mean by this.
Selling A System Story #1:
I would buy product after product not really knowing what it was all for. Sometimes I would miss birthday parties or family gatherings because I had a dream and I knew that if I stuck to it I would find success. 2 years went by of purchasing products and simply sucking up information till my breakthrough came… I discovered a system that was selling for about $3000. It promised to give me a full step by step breakdown of how to go from A – Z and make money using Facebook. At first I was sceptical but I jumped in anyway and I made a discovery that very few marketers ever make.
Here’s what I learned – If you want to cut the line and reach success in your life fast don’t buy products… Buy a system that gives you everything from A – Z and stick to it!
Selling A Coaching Program Story #2:
I would buy product after product not really knowing what it was all for. Sometimes I would miss birthday parties, family gatherings because I had a dream and I knew that if I stuck to it I would find success. 2 years went by of purchasing products and simply sucking up information till my breakthrough came… I decided I had had enough and I contacted one of these guru’s and asked him how it really happened for him. How he really broke through because I had my doubts as to whether simply buying products could really bring success online for anyone from what I had seen. Then he told me that he bought products to but the difference between him and those who didn’t succeed is that he had a coach.
Here’s what I learned – If you want to cut the line and reach success in your life fast don’t just buy products… Hire a coach who can guide you and tell you the exact steps you need to take in order to reach success.
-What You’ll Be Able To Do At The End Of This Webinar
Once you’ve finished making your point about what changed in your life you need to reaffirm that they are going to be able to do the same thing you did if they listen to you. So if it was that you found out a system was what you needed you need to use the following sentence to establish and make it clear to them they are going to get that.
“So by the end of today you’re going to leave with a complete A – Z strategy for making X in X days. Who thinks that sounds good?”
5. Story #1/case study
5a. What happened
5b. Where are you at right now?
5c. Here’s the actions you need to take to get to X
6. Story #2/case study
6a. Here’s what happened
6b. Heres what it did for me
6c. How can you improve your marketing doing this?
6e. – Strategy #1
6f. – Strategy #2
6g. – Strategy #3
7. Final Advice
7a. – Offer final piece or some information that helps do X with those strategies
7b. – Your why
7c. – My Why
7d. – How can you get to where you want to go (Offer guidance)
8. Story #3/case study
8a. -Here’s what happened
8b. – Here’s what I learned
8c. – How can you improve X doing this?
Content segment – 45 minutes
Now we get into the content segment of your talk. This is very important for establishing trust with your audience and demonstrating that you know what you’re talking about.
Again our intention of this content segment is to lead our visitors to the decision that at the end of the webinar they want to purchase your product. In order to do that we need to hold their attention while showing them parts of our system that will encourage them to purchase more.
There are three main ways we can do this:
#1 Show them the entire systems so all questions are answered then the pitch is going to give them the opportunity to speed all those steps up with guidance. (Works best with webinars when there is software or an event pitched at the end)
#2 Take 3 points from your course or three tips that are new, that people will get some real value out of and use those throughout your presentation (Best with personal coaching programs)
#3 Take one strategy for getting X results in X days and teach that. Break it up into 3 parts each point intertwined into a story or case study (Best for information based products)
The stories used in your webinar presentation are presented in different ways and in different parts of the webinar with different intentions. I will list out all with details in this guide so you don’t have any questions as to when to use certain stories and how to position others.
-Story #1/case study
People listen to stories, the difference between webinar stories and others is they need to be quick, to the point, establish the point you are trying to make. Stories can also work very well if they are featured much similar to a case study. Your first story should be the first steps into the system you are revealing. It should be the first Aha moment but still be attainable and easy to understand for viewers. If you can, you want to make sure this is a BIG point and a BIG Aha moment for the reader.
If you can choose stories and topics that relate to where the viewer is right now the better you’ll relate to the audience, gain trust and make money.
– What Happened?
Start with where your case study was at their worst point or where you were at your worst point then move into what changed. (Like your original story – where you were when you first started”)
An example might be for the case study you show a photo of a 60 year old man (Your target market) then say “This is Tom, he’s 60 years old, unemployed entrepreneur who has a determination to make money online. He had been trying for the past 5 years without making a dime… his wife was about to leave him if he didn’t start supporting his family soon… Then it happened
-Where are you at right now?
Are there any Tom’s on this webinar right now who would like to know how he did it! How he broke free. Here’s what changed for him.
-Here’s the actions you need to take to get to X
In your first story you want to make the point one that is an Aha moment and not necessarily a strategy. Your best Aha moment, this is the place to use it.
This is going to warm them up, if you can give them the impression and belief they can do this as well then they are going to stay on to the very end to find out about your offer.
– Story #2/case study
The second story is the preparation for 1 strategy that should be broken up into 3 parts but clearly linked. This builds excitement when delivered in this format and the viewers will really feel like they are learning some really good stuff. This mid-point is the main part that viewers drop off before your offer so it’s important the strategies you reveal keep them plugged in and engaged.
-Here’s what happened
List out what happened e.g. “Found a method for X and doing it in X”
-Here’s what it did for me/case study
List out what impact it made in yours or you case studies lives making sure it sounds attractive to listeners.
– How can you improve your marketing doing this?
Ask the question. Who would like to learn how X was able to do this?
Do you think if you had the same knowledge you could do the same thing?
Are you ready for me to reveal the exact strategy he used?
3 Strategy Excitement Builder
Choose one big strategy or system and divide it up into 3 parts, so if you were to give someone just 2 parts they would have a lot of questions but as a group it’s all someone would need in order to understand and implement what you’re teaching. This is very important because if the audience has questions they will stay on the webinar to find that out however if you do not answer their questions eventually throughout your presentation sales will suffer. Make sure there is a clear divide.
Here are some examples:
How to get clients through Facebook
How to successfully lose weight
How to build muscle
How to find true happiness in life
While you are delivering these strategies constantly ask “Is this good stuff?”, “Who thinks they can do that?” “Are you ready for another piece?”
This will keep audiences engaged, give you feedback on how receptive the audience is to what you’re showing them and it’ll build the excitement for the system you are going to sell at the end of the webinar.
– Strategy #1
– Strategy #2
– Strategy #3
– Offer final piece or some information that helps do X with those strategies
Once you’ve finished revealing your strategies
Story #3/case study
Your final story needs to lead into the pitch smoothly. You need to relate again to where they are now and then deliver them with a big Aha moment that gets them very excited about what you have to offer. This is the time to bring out the best testimonial you have or best case study. Stick to more general principles with this final story, the more people you can get interested or nodding to what you are saying at the end the more sales you will make when it comes to the pitch at the end of the webinar.
I commonly will use a story which relates to “What is your why” or “Systems vs Products” on this last point.
-Here’s what happened
Find a story that relates to your audience or a case study that once again summarizes where they are, a place they are that they would like to change.
– Here’s what I learned
Add what you learned or your case study participant learned here that helped them make a change for the better.
– How can you improve X doing this?
Give an example of what happens when you make a change like I/X did
– How can you get to where you want to go (Offer Guidance)
This point is very important. Now list out what they need to do. It could be “You need to focus on step by step training” or “Find a way to always be held accountable to your why”
9a. Here’s what I want to help you achieve
9b. In X you will achieve
9c. Here’s why I’m doing this
10. The offer
10a. List out offer
10b. Special bonus with scarcity
10c. More scarcity
11a. Price Reveal
11b. Risk Reversal
The close is the most important part of your presentation. Your goal in the close should be to deliver all the information about your package so it’s clear and leaves no doubt in your attendees mind that they are ready to jump in. You’ll know you have sold well if you have people at the end of the webinar not asking questions but telling you that they are “in”.
The transition from content to the close should be smooth and the buyer should not realize it’s the close until you show the product and start talking about the benefits.
-Here’s what I want to help you achieve
This should follow on from your last point in the content piece and be relevant to where they need to go. Here you are going to deliver for them what you want to help them achieve. What is their life going to look like when they reach this point? This needs to be a little emotional – more so than the rest of the webinar and it needs to be framed correctly.
Here’s an example of the framing. “We do survey’s with our list on a regular basis and what we’ve found is the one reason that holds people back from realizing what they really want is they have lost their why, why they are doing this. All that I’ve gone over today is useless to you if you don’t have a why, so what I want to encourage you to do right now is write down – what is your why? Why are you doing this? Is it for your family? Is it for freedom from work? What is it? Because over the next 6 weeks I want to help you get there”
-In X you will achieve X
Now it’s time to begin making your offer. Here you need to create a picture in their head about them reaching success in a certain amount of time and what it will look like. If they don’t have questions about your presentation, they trust you and they can clearly see how they will achieve X with your system then they will buy. The final question they should have in their head is “Why are you doing this? Why is this going to be such a good deal I can’t resist but to buy?”
-Here’s why I’m doing this
Now it’s time to answer the most common question, if you don’t answer this question correctly for many of your viewers then you’ll find they think it’s “Suspicious or too good to be true” that you’re offering such a package. This obviously isn’t the case with all offers but it is for most.
I usually answer this question for the prospect by stating “You might be wondering… Sam why are you sharing this information? And you’re right; the first thing I thought after putting this offer together is this is too good to be true. Here’s what many of you will notice a few months from now when you have what you want in life… It’s fun to give others that same opportunity. This is not a job for me this is my passion and my mission as cheesy as it may sound, is to help as many people like you as I can to help. It’s what I do every day and it’s what I love doing. So what is it I’m offering today you might ask?”
Lay out clearly now in this section exactly what they are about to receive as part of your system. You want to break down each point or part of your system so they understand what it is and its benefits. Do not go over 4 minutes for this part of the close. It’s important to keep the excitement of the audience, get the information out in a fun way and get as many people enrolling as possible. You should do this step in multiple slides.
-List out offer
Now dedicate one slide to detailing your offer completely. Use PowerPoint’s animator to re-affirm what customers are going to receive when they purchase your system. Just brush through this fairly quickly and summarize what they are getting so it’s clear to them if they didn’t quite grasp any of the points you mentioned earlier. Add values to each of the points you hit so expectations of a high price for a highly valuable product is established.
-Special bonus with scarcity
A special bonus always helps to increase urgency and get people off the fence. Certain bonuses work better than others on webinars. If you have to select only one bonus then I recommend using some sort of group coaching or one on one private coaching for individuals that get it right away or within the first 5 purchases. However if you have another bonus lined up for your second excitement builder you can use a software or a highly valuable digital product of yours that allows you to build the value fast. Another good option is using physical product you send to their house – this has a high perceived value.
Time to layer it on now. This is the excitement builder – it’s goal is to get anyone thinking about purchasing your offer who is on the webinar over the line and buying immediately. The best offer here is 5 spots of one on one coaching if they jump in now. Or the first X amount of people (Make sure it’s a good number where people believe they could miss out) get group coaching throughout the implementation of the course.
Before you finish this step if you want to build even more excitement feel free to ask the question “Who’s excited and can’t wait to get in?” then as people say they want “In” read it out “Bob’s saying he’s excited, Toms getting in, Johns getting in” this will build some urgency that as soon as people know where to buy they need to if they don’t want to miss out on the special offers you have available on the webinar.
Here you want to include a slide that says “Get access today for just….”
Here you can reveal the price and the url also. Now emphasize how important it is that they act fast, that these spots are going to sell out fast and you can’t wait to help them achieve what they want in life. Push this slide as if you were an auctioneer.
There are going to be some people on the webinar who don’t necessarily have enough money to purchase your system, maybe they’ve bought products in the past but not ever found success with them. These people are not concerned about your bonuses because they are more scared of failing than succeeding. Because this is the case include a slide you can switch across to that still has the purchase URL on it that has a “30 day money back guarantee logo on it” (If that’s what you want to offer) and that will get the final potential buyers over the line if they had those doubts.
This section is where you are able to engage with users but the real reason a Q&A is essential is that there will be some people on the fence about purchasing your products. They may have questions and if you can answer their questions correctly they’ll jump in and purchase.
If you have a number of questions asked of you within a short period of time, focus on the attendees asking questions that look likely to produce a sale.