Webinar hard…tweak hard. That’s my new song.
I remember, as recently as least year, I was “meh…OK” at webinars.
What do I mean?
Well as you know (captain obvious here) webinars really serve two major purposes:
- Teach something cool to your attendees that they can use
- Have a product/program to sell at the end
I always felt I was decent at #1 but sort of “flew by the seat of my pants” for #2. Meaning, I didn’t really have a process in place to make sure I rocked out with the sales part of my webinar.
Long story short, I learned a system from my buddy John Richardson (aka my lucky webinar charm…he is Irish…couldn’t resist that one).
And I learned a bunch of things from him on how to create webinars that sell without being sleazy (sleazy in this case means either ridiculously pushy and/or that BS online you see where someone hosts a webinar and promises great tips and never gives you the tips…both those fall into the sleazefest category).
Anyway…I put John’s system and tweaks to the test and redid my entire presentation before a small webinar I was doing last fall (in fact, I redid the entire thing 48 hours before which still gives me heart palpitations thinking about it).
I ended up selling $38,336 worth of my programs on a small webinar…which was DOUBLE the previous webinar (in fact more than double).
Not one to sit on my butt, I decided to roll it out on a bigger scale and my next webinar brought in an additional $121,724.00 in sales (sha-boom and and may I add…happy dance).
So, what the heck did I do?
How did I change my presentations to have such a dramatic increase in sales?
Well, I changed a LOT (basically redid my entire presentation from my previous presentation based on John’s advice) but here are five of the somewhat surprising/a little weird (and very simple) tweaks I put into action. Feel free to steal ‘em:
1. Free surprise at the end…mentioned at the beginning
This is called “the stick” (not like…beat you with a stick but stick as in get folks to stick around). One of my VERY first slides was a promise for those that stayed to the end of the webinar that they would receive a free cheat sheet PDF.
- I don’t know about you, but I love a little gift (OK, don’t we all?)
- The key though is YOU WANT PEOPLE TO STAY UNTIL THE END. Why? Because you will be doing your kick-butt offer at the end and, um, you want people there for that.
This is VERY easy to implement on your next webinar. It doesn’t have to be anything ridiculous (like a 90 part video series). A checklist, cheat sheet…something like that will do the trick. For example, if I was doing a webinar and at the end selling a cool cooking course, the “stick” might be a free shopping list PDF.
Here is one of my sticks:
2. Transition to close = I’m not sure why you showed up here today
This is probably THE MOST IMPORTANT tweak that I did. It had a crazy impact.
It’s that almighty part in the webinar when you transition from teaching to your pitch and this is the point where most webinar presenters don’t know what to do.
This is a key “ball dropping” point for most peeps and comes off as “OK…hope you enjoyed the webinar and now really fast here is something to buy!”
And that’s no good.
This is the point in your webinar known as the bridge.
The transition from presentation to offer.
And it all starts with nine magical words: I’m not sure why you showed up here today.
The big idea behind this part of the presentation is you want your attendees to nod their head at AT LEAST one of the things you say when you list off the possible reasons they showed up.
For example, if I was hosting a webinar on dog training, I might say something like this:
I’m not sure why you showed up here today.
It might be you have a dog that is really bad and naughty and you want to get him/her in line.
It might be your dog is well behaved but you want to add some tricks to his or her repertoire to make your dog even BETTER behaved!
It might be you are getting a dog and want to get off to a great start before he pees all all over the house.
This part of your webinar might not *seem* like matters or it is a big deal…but let me tell you, um, it matters and it is a big deal.
How do I know?
I taught this to a buddy of mine and everything else in his webinar stayed the same from his previous webinars and the only thing he changed was this slide…and his conversions went WAY up. Seriously.
3. Really highlighting “Slow vs. Fast” during my pitch
At the end of your webinar, you will be offering your epic (whatever) for sale.
Inevitably, regardless of what topic, whatever-you-have-for-sale will save people TIME. In most cases time AND money, but definitely time.
You want to highlight this.
For example, there is a fast approach and a slow approach to everything.
The slow approach is the DIY approach (perhaps that involves lots of research, reading blogs, buying books, trial and error, etc.).
The fast approach is YOUR offer!
This is why you definitely want to have at least one slide highlighting that what you are offering is a faster approach to getting your customer the result they want.
Check out the slide below:
4. Highlighting the “system” and not your super powers
This is a big one. Now, during your webinar will your story be a key part of the webinar? AB-SO-LUTELY! It better be (and there is a really specific way to structure your story that I don’t have time for in this blog post but more info on that at the bottom).
But here is a key mistake I see made over time: Your story makes you seem like a super hero.
Meaning, how you oh-so-easily lost 150 pounds due you a special gene in your body.
How you mastered golf in 2 months and now get a hole in one on every hole due to your magic hips.
How you signed up for Twitter and now have $5,000,000 due to your inheritance.
You get the idea 😉
Bottom line is while your story is VERY, VERY important, you want to make sure to highlight that it is about the SYSTEM/PROCESS you created and not your magical super powers.
Meaning using phrases like….
“I’ve cracked the code on (whatever)”
“It’s all about following the system step-by-step”
For example, if I was teaching an approach to learn tennis in 30 days, I might highlight how I sucked at tennis, but then obsessed over it for a year and got really good at it…and realized that I’d created a code to hack tennis in 30 days. It’s not about me, it’s about the SYSYEM I created and now you can apply it too.
See how that works?
5. Showing screenshots of “What happens”
This is one of those eyebrow raisers.
“You don’t say, David?”
Yes, I do say.
This is going to sound like I’ve been taking a crazy pill (or 50).
But, after you give the link out to people to purchase…go through a few slides where you show them EXACTLY what will happen.
“OK so when you go to whateveryoursaleslinkis you will see a page that looks like this.
Now enter your information and click “Order”
You will then get an email and a login and you will login and it looks like this….”
I know this sounds a little weird, but all these little weird things add up to one big thing: MORE SALES.
Honestly, the psychology behind this is it simply makes it “real” for people and shows them exactly what to do.
Do it in your next webinar.
Bottom line and next steps:
Bottom line with webinars is that a bunch of little tweaks (and some big ones) added up can make a HUGE difference between success and failure.
I learned the entire step-by-step system to create webinars that sell (without being sleazy) from John and I want to teach you, too.
This is why John and I teamed (America and Ireland in one package!) to create a really cool training for you called The Most Kick-Butt Webinar Blueprint Ever to walk you through EXACTLY how to craft your webinar (in less than 2 hours) from start to finish.
NOTE: This is a special offer only good until this Friday (11th) at 11:59 PM pacific.
BTW…a few weeks ago we sold The Most Kick-Butt Webinar Blueprint Ever at the end of a free webinar (using the exact same process…yes, my friend, we did a webinar on webinars and sold a product on webinars) and folk that nabbed the training are already getting BIG results.
This is one of my favorites:
Here is a story that really touched me (and I’m not one of those touchy-feely peeps). This one got me good (and also a good reminder WHY I’m in this business).
A single Mom of 3 (Christine Renae) bought The Most-Kick Butt Webinar Blueprint Ever on a live webinar we did a few weeks ago.
Anyway, she had done a bunch of webinars in the past and they didn’t go so well. She was hoping to make a lot of sales barely made any at all.
And she was getting super frustrated (in fact she cried a lot in the video she sent to tell me all of this) because she has been busting her butt to create great content and build an audience but just can’t seem to sell.
She talked about how she wants to make sales so bad and is really, really struggling (and broke down when she couldn’t get presents for her kids recently).
So (with anxiety) she purchased the program, watched it and implemented it.
What happened? She made $1,700 in one day and now has even more money rolling in. And that $1,700 is a big freaking deal (and it should be…sometimes we get so caught up in the big numbers…this is life changing money for her and also life changing confidence boost).
She broke down about how this has changed her world, she was able to buy her kids a treat and now her outlook in her business is completely different.
Kudos to her. Kudos for her bravery to tell me this story. But, even more kudos for willing to take action (even with nervousness).
In fact, I just got this email from her to follow up:
“BTW, the promotion is ending tonight and I’ve made almost $3k instead of just the $1700 I “mentioned when I made the video. I’m seeing STARS! I took my kids SHOPPING! I got them a toy from the Disney store, bought them all matching bathing suits then we all went out for pasta and CHOCOLATE. Giggles (We are all girls).
The Most Kick-Butt Webinar Blueprint Ever was the single best investment of my entire business.”