Is Generosity Murdering Your Webinar Sales?
Are webinars the cure-all to making money online?
Yes…
No…
Maybe…
I don’t know…
Absolutely NOT!
I meet so many people that think that webinars are the only tool for making money online. They also believe that crafting a webinar presentation is easy! You know, just throw something together in 5 minutes and then watch the money roll in.
Maybe you're one of those people. If so, that's okay. By the end of this blog post, you'll know how to improve your webinar presentations, and you'll know that one webinar on its own is just a one-hit-wonder. You may knock it out the park… but chances are you won’t.
And…
Even if you do knock it out the park, one webinar has never outperformed a launch!
What’s a launch?
A launch is a proven way to combine multiple sales vehicles with social proof. One of those sales vehicles is webinars. This blog post will show you how to craft a winning webinar presentation and how to avoid the common mistakes.
What Is A Webinar?
Before we can talk about the perfect webinar presentation, we first need to agree what a webinar is.
A webinar is an online classroom, right? Yes, and it’s more than just that.
A webinar is a live event to create rapport with your community, right? Yes, and it’s more than just that.
A webinar is a live event to teach, answer questions and objections, right? Yes, and it’s more than just that.
A webinar is a product trial! That’s what a webinar really is.
Think of it like test driving a car. If you're selling your expertise, your community wants to know:
- Who you are
- Why they should trust you
- What is your expertise / what you know
- How you can help them achieve their goals faster than they can on their own
- Why you want to help them
But, how do you do all of that in 90 minutes?
Let’s not forget the sale. How do you deliver all that and give your community the opportunity to buy?
That’s why you need a webinar presentation formula.
One more thing…
If you are using webinars as a sales vehicle, then you need to make your community believe that they can change their lives! Let’s face it, we’ve got a lot of influences trying to keep us in our place. Our friends… our family… our work colleagues… society (people we don’t know)!
And…
Chances are, they are doing this out of love because they don't want you to fail. I'm also sure that their own fear motivates part of their concern. You see, if you chase and achieve your dreams, what does that say about them?
Maybe you and your community are like me… perhaps you've had a previous business that failed, and you are terrified of failing again. Does that fear keep you in a job? If that’s the case, no problem. I started my consulting business while I was still working full-time.
Fear can keep you safe! Just don’t let it keep you small. Don’t let it stamp on your dreams.
So a webinar is really a product trial that smashes fear with social proof, make your audience believe they can change their lives an gives them the opportunity to work with you further.
As you can see, there's a lot to pack into a 90-minute presentation, which is why you need a formula to follow.
Here’s the good news: I’m going to give you a proven formula for your webinar presentations.
First, let's talk about…
Common Webinar Mistakes
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There are many reasons why webinars fail to make the cash register ring, and they mainly fall into 2 categories:
- Too little information
- Too much information
Too Little Information
Many people are worried about giving true value on a webinar because they are worried about giving everything away for free.
Seriously!!!
Do you value your expertise that little! Do you really think that 60 minutes of content could ever compete with 2 or 3 full days with you?
I hope you agree that even if you wanted to give everything away for free that it’s just not possible in 60 minutes.
Can we agree that?
Good!
You’ve got to give value! You’ve got to teach your community. You’ve got to give them something in exchange for their time.
Why?
Because when you give your audience results for free, you earn their trust in a lasting way. A way that makes them want to work with you today and in the future.
When you teach your community, you are demonstrating your expertise. You’re not just boasting and telling them that you are a millionaire entrepreneur… or a weight loss expert… you are proving it to them by giving results in advance and sharing some new insights.
What do I mean by new insights?
What I mean is something new to your audience. The webinar title and the promotion should make it clear who the webinar is for. Let’s face it, you don’t want advanced members of your community on a beginners webinar, and you don't want beginners on a webinar for advanced community members. Neither group will get value because the content is not right for them.
So, if you are delivering a webinar for beginners then share beginner secrets. The things that you find obvious and that will totally blow beginners’ minds. Falling victim to The curse of knowledge is easy.
The curse of knowledge is when you forget what life was like when you were a beginner and you only share the secrets that you have learned today. The curse of knowledge is an easy mistake to make and an easy one to fix. Get feedback from someone at that level before you deliver the presentation to your community.
Too Much Information
If you want your webinars to make the cash register ring, then you need to inspire your community and make them believe that they can change their life.
If you give too much information, you overwhelm them with valuable content any may make them think that they can’t succeed because your system is too complicated.
You know they can succeed with your help, and if you fry their brain with too much information, then it's understandable for them to feel like they can't succeed. After all, if they can't keep up with you for 90 minutes, how will you make them feel over 2 days?
Giving too much is a tap that I fall into all the time! I want to give and give, and I try to shoehorn it into the available time.
What does shoehorning content in the time look like? It means you don’t have time for questions. It means that you have to talk faster than normal. It often means that you run over time.
This is not fun for you the presenter, or your audience. This is not teaching or giving value. Yes it is over-delivering but not in a way that helps your audience to change their lives.
What’s The Content Solution?
The most important thing from a content perspective is for your community to know that your idea makes sense.
They won’t know how to use your system, but they must leave your webinar with the belief that the idea makes sense, and that they can use it to change their life.
If you've done that, then you have succeeded.
How do you do that?
You show them your entire system.
Let's take my system to turn expertise into cash as an example. There are 5 steps to the system:
- Define your expertise
- Build a community of raving fans
- Earn their trust
- Package your expertise
- Persuade your community to buy
That’s what the system looks like. It’s like me showing you a picture of a car and asking you if you would like to buy it.
No, right?
So, how do give your community a test drive without overwhelming them with content?
You give them an overview of each of the steps. You show them What they need to do and Why they need to do it. What you don’t do is show them how to do it.
Why not?
Because you don’t have time! Because that would overwhelm them. Because you are selling the how.
So how can I make my 5-step system make sense? How can I give every webinar attendee a picture that they carry with them in their mind? A picture that makes them want to buy long after the webinar has finished?
I tell them that this is about finding people that need your help and making them feel good about buying.
That’s it!
Simple, right?
Why all the additional steps? Because you need to know how to make your community feel good about buying.
What To NEVER Cut From A Webinar Presentation
There's one thing that you should NEVER cut from a webinar presentation, and that's social proof!
Why?
Because you must show your audience that they can change their life with your help. How do you show them and prove this to them beyond any doubt… rather than just making boastful promises?
With social proof.
If you tell the stories of the people you have helped, then you prove beyond any doubt that your system works… that people get results when they work with you!
If you can't cut your content down without shortchanging your community, then run longer!
Social proof is magic fairy dust for sales. Your audience loves social proof and you will too because it makes the cash register ring.
Are some testimonials better than others? Yes, you better believe it!
Is there a proven formula to get the perfect testimonial? Absolutely, and I’ll share that with you another day.
Right now, I’m going to give you what I promised at the start of this blog…
Proven Webinar Presentation Formula
Here’s a webinar presentation formula that I’ve used time and again… and it has made the cash register ring to the sound of millions of pounds.
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The system that I'm giving you below is for a 3-step system. If your system has more steps, then you need to adjust the system as required.
- Gratitude
- Big Promise
- What will they learn in the next 90 minutes
- Your Story / Your Credibility
- Why you have created the program
- Show your audience that you are not simply trying to profit from their pain and that you want to be of service. You want to share your system so they won't suffer as you did.
- Why now (if applicable)
- Content 1
- Content 2
- Social Proof
- Decoy Sale
- Here’s what I’ve got
- Content 3
- Here’s what I’ve got
- Here’s what it will do for you
- Guarantee
- Call To Action
- Here’s what they need to do if they want to work with you
- You can do this story
- From your life
- From your customers’ lives
- What happens if you do nothing
- Final Call To Action
Now It’s Your Turn
There you have it!
You know what a webinar is. You know how to create the right amount of content. You have a system to craft the perfect presentation.
But…
Information without action will not change your life so please use this proven formula to restructure your next webinar presentation.
If you've found this blog useful, then please leave a comment below and let me know.
If this blog can help someone you know, then please share it with them.
Until next time…
Carpe diem
Roland Eva
P.S.if you'd like a proven system to turn your expertise into cash so you can become your own boss and work from home, then please click the link below to download your FREE copy of my book How To Turn Expertise Into Cash.
The book shows you how to use my simple 5-step system to turn your expertise into cash. With this system, I’ve made £672,989 in just 9 days! I’ve used this system to sell physical products, software, live workshops, online courses, mentorship and consulting. You can use this simple system to build your own business and transform the quality of your life. Click the link below to download your free copy.
Roland Eva is a copywriter and marketing trainer, mentor and consultant.
For the last 5 years, Roland has helped authors, coaches, mentors, and trainers in the property, technology, finance, personal development and business opportunity markets to fill seminars and sell high-end programs ranging from £1,000 to £6,000 by telling true stories that inspire people to change their lives. Many campaigns have made over £500,000 in just 9 days.
Roland’s marketing journey began when he lost his first business, a photography and graphic design studio. The pain of watching his business slowly die, motivated him to discover a proven system to find your ideal customer, earn their trust and make them feel good about buying.
Today Roland’s mission is to prevent every business owner from suffering through the same pain as he did. Roland wants to take them on the ecstatic ride that comes with having a proven system to turn leads into happy paying customers. Roland helps entrepreneurs in 3 different ways:
- Training– Roland will teach you how to use his simple 5 step system
- Mentorship– Roland will do the work with you
- Consulting– Roland will do the work for you
To contact Roland, please email him on: Roland.Eva@RolandEva.co.uk