The following are 11 tips for developing content for your webinar presentation…
You can get even more detail on these tips in my How To Create Webinars That Sell presentation. The replay is available at that link until Friday, November 8th.
Let’s dive in…
- Build it Around Their Pain Point…
Your prospect has a problem, a challenge, and unmet need in their life. Your product or service can help them solve that.
You can help them solve that.
The better you pinpoint this challenge in the topic of your webinar, the more appealing it will be. The easier it will be to get them to sign up. And the easier it will be to get them on. And by tying it to your offer on the webinar, the easier it will be to get them to convert to customers.
- Use Story Selling…
You have a story of yourself overcoming that challenge, that pain point. Or, you have stories of prospects overcoming it, thanks to your product or service.
It should be told in an emotionally-compelling way.
In a way that shows the struggles, the desperation, and the salvation.
If you can do that, you will hook their attention. And that’s your first step toward making the sale.
- Lead With Value…
While the ultimate goal of your webinar is to sell, you have to be a bit subtle about it — especially in the beginning.
When a prospect shows up for a webinar, they expect to get some morsels of value.
The way you’ll keep them engaged until the end is with valuable content — just enough to whet their appetite for the main course, which they’ll get through your offer.
- Teaching + Selling = Success…
Don’t forget — as you plan to deliver value — is that your ultimate goal is Webinars That Sell. That is, to actually sell.
And so even in delivering your valuable content, you must still consider how you’re setting up the pitch. How you’re developing your structure to lead them to the sale.
- Identify the Sequence of Beliefs…
Your prospect has a series of beliefs that, should they believe them to be true, will lead them from where they are at to the belief that they need to buy your product.
“Yes, I have this problem.”
“Yes, it’s bad enough that I need a solution.”
“This is what the solution needs to do for me.”
“This person has the solution.”
“This person’s solution will work for me.”
“This is a good deal, and will deliver me the result.”
Those are very vague and meant to be general across all industries, but you get the idea. If you know the sequence of beliefs, you know what you need to cover through the teaching and selling portions of your webinar.
- The Rule of 3…
The core content — the teaching portion of your webinar — should be broken up into 3 main chunks.
This is natural, and goes all the way back to the stories we were told as a kid.
— Fairy tales and children’s stories have 3 main challenges before the problem is solved.
— Any good story has a beginning, middle, and end.
— And a list of bullet points works well as a group of three.
There’s a rhythm in 3 that feels substantial, but like it’s also not too much. And each of your 3 main topics can have 3 subtopics, that let you flesh them out.
This will make your content feel fulfilling, but easily digestible.
- What, Not How…
This is especially relevant if you have a how-to product. But even when you don’t, your product is still likely the how they need to solve their problem.
Your webinar content should be structured to tell them what to do, and what not to do.
Your job in the webinar is not necessarily to go into all the detail of how to pull it off.
That’s why they need to buy your product.
- Offer Structure…
There are proven structures, from direct response in all media, for laying out your offer.
The goal is to make the value feel big, the price feel small, and to take away the risk.
If you use these, you will have a much more effective offer. Tweak them for the webinar format, even better.
- (Don’t Use) The Salesman’s Voice…
Here I’m specifically referring to the person who is actually on the webinar.
You should have a calm confidence in everything you teach and promise.
You should not sound like a radio personality, or trope-ish used car salesman.
If you are comfortable delivering your pitch, delivering it as-if you were delivering it to a good friend, telling them about how to solve their problem, you’re doing it right.
NEVER forget that the ultimate purpose of your webinar is to get someone to take action.
Prior to starting your webinar, you should have a clear next action step, a place for them to go when they’re interested in getting more from you.
- Outline & Plan…
All of the above does fit into an outline for the content of your webinar. Which you can either use as a rough guideline while you present it live, OR you can turn into a word-by-word script (which works as long as it doesn’t sound like you’re reading a script).
And the webinar fits into a total campaign plan, meant to drive engagement with the webinar and sales afterward.
We’ll also be going much deeper into this in the live Webinars That Sell training webinars next week. Covering exactly what you need to do to create a webinar campaign — and the content — that will generate maximum sales.
My full Webinars That Sell training program will be $497. But through Friday, you can still grab it at a special $200 launch discount, for just $297. Plus, you’ll have the one-time opportunity to join me for the training live, in dynamic and interactive webinars where you can get your questions answered.
Yours for bigger breakthroughs,