I was just chatting with an old friend of mine who is running a successful Facebook ads agency. I asked him how much he spends on his marketing per month. “I spend absolutely nothing on marketing” he said.
Really? 0 dollars? How are you marketing yourself? How can you grow and run such a successful business without paying for marketing.
His answer was “It’s not that I am not doing any marketing, I am just not paying for it.”
What is the magic trick? He is using webinars to promote his service.
It turned out that he is using webinars to promote his service.
Using webinars for your business can be a game-changing marketing tactic for your business.
With well-crafted webinars, you can get people to book your services, hire you for consulting, buy your product, signup for your course or conference and the list goes on.
What makes it so special?
With a well marketed and presented webinar, you have an undivided attention of your target audience for 30-60-90 minutes. Enough time to tell your story, make a great presentation and overcome all possible objections.
These are the people that were interested enough by what you have to offer and teach that they generously agreed to exchange their time for your information.
Think about it. These people already know what you will teach them, they have a problem and believe you have the solution. All you need to do it prove that you have the best solution out there and provide the link to order page.
Webinars is where you need to shine the most. So don’t make your audience leave disappointed.
The purpose of the webinar is to build genuine, authentic relationships with your potential clients, give value to your audience, solve their problems, share valuable content and ultimately sell your product or service.
My friend was generous enough to share his best secrets for how to craft the best performing webinars.
If you are already tried webinars – use this list to improve. If you have never tried running them – this will be the best starting point to prepare for your first event. Make sure to use these ingredients to successful webinars to deliver the most value to your audience, turn viewers into customers and grow your business really to the next level.
How to run successful and profitable webinars to grow your business
1. Understand who exactly you service serving.
Understanding this in your business will bring you so much more revenue and reduce your marketing costs a lot.
When talking about webinars, to successfully launch a webinar you need to laser focus and answer this question. Who are the exact people you are serving and what is their state in relation to the problem you are solving.
You might be targeting moms with small children who have high levels of stress in their lives and are looking for ways to find “their own” time. For another webinar, you might target completely different audience: business owners who have highly stressed work days and need time in the morning to get into the “zone” and be more calm throughout the day.
You might be targeting real estate agents in your city to explain why their websites do not generate leads and how to fix it.
You might target couples that are soon to be married to help them avoid mistakes in hiring a professional for their wedding shoot.
You need to make sure you know exactly who your audience is before diving into creating and marketing your webinar.
What is their BEFORE state and what is the AFTER state will you bring them to with your solution.
2. State of Awareness.
- Are not aware of the problem
- Aware of the problem
- Looking for solutions
- Knows about your solution but still needs more info and proof
Target audience could be couples that are planning their wedding. What states can they be in? Pretty much all 4. You need to know exactly which state your leads are in order to craft a powerful storyline and content for your webinar. Since each of these different Before stages have different objections and different view of the problem and you need to address all of these in your webinar and bring them through all these stages in your webinar so they end up aware of the problem, they know they need a solution and why and that your solution is the best one for them.
You need to know exactly which state your leads are in order to craft a powerful storyline and content for your webinar. Since each of these different Before stages have different objections and different view of the problem and you need to address all of these in your webinar and bring them through all these stages in your webinar so they end up aware of the problem, they know they need a solution and why and that your solution is the best one for them.
Let’s take the photographer’s example:
Are not aware: They might not aware of advantages of hiring a professional photographer and having high-quality photos instead of having their uncle Joe taking the pictures.
Aware of the problem: They are aware that they need a photographer because they have seen the horrible pictures taken by an unprofessional photographer and they have read the regrets of the couples that didn’t hire a professional or didn’t hire a photographer at all.
Looking for solutions: They are looking for solutions but are not sure how to choose a photographer and what things they should be looking for when choosing a photographer for their wedding.
Know about your solution: They know about you, your company and your solution, they just need their objections taken care of and a guarantee that they are making a wise move choosing you. Here were your testimonials come to play, your reviews, social proof, money back guarantee, work samples.
It is not only the last Before state that has objections, each one of these states have their own objections you will need to overcome before moving through each state and even when presenting your solution.
Do this exercise as it will come handy later on.
3. The After State.
Now that we went through and understood what your target market’s before state, you need to also understand what is their desired AFTER state. What would be the perfect solution for their problem? How do they want to feel after using your product/service? What is the ideal outcome they are looking for?
It could be amazing wedding pictures they can share with their friends and family and display at home.
In case with real estate websites: Get more leads from their website -> make more money.
Take some time to analyze and get into your audience’s mind to fully understand what is their true goal and a result they are looking to get. What is their ideal AFTER state.
Now your job is to transform their BEFORE state into the AFTER state.
The goal of your webinar is to highlight their BEFORE state and offer your solution as the best way to get to the AFTER state they are looking for.
The headline and title of your webinar could the most important ingredients to a successful webinar and what you are going to spend the majority of your time on. It is not unusual to spend 30% of the time creating a webinar just on the headline.
There 3 exercises we did above are exactly what is needed for the perfect, high converting headline.
Don’t forget – the job of a headline is to get people to give you their email address and register for the webinar. Not to buy your product or service. You will do selling once you get people to attend and stay through your entire webinar.
So use a catchy, specific title and possibly a unique twist on the problem. The goal here is to get people’s attention and get them interested enough to give you their contact info.
Besides being catchy, your headline should be directed at your target audience and address their AFTER & BEFORE state. So be specific enough and state what problem you are solving and what is the value viewers are getting out of the webinar.
Learn 3 Techniques This Real Estate Agent Uses To Get 13 Leads From His Website Per Day.
People are busy AND lazy. You need to instantly grab their attention with your title so it should be interesting enough for them to join. Now remember the only purpose of your title is to get people to give you their email.
By using email and follow ups you make sure they attend.
Proving valuable content inside your webinar you get people to give you their credit card and purchase your product.
See how everything serves it’s purpose.
5. Your audience’s pain points.
Did you ever talk to another person and instantly connected with him or her once they touched a topic in the conversation that was really sensitive to you? You become instantly engaged and interested.
That is why it is so important to be specific with your headline, and to niche down in your webinar content. This applies to your business as well. But that is an entirely different blog post.
Never be too general. You can’t please everyone, but you can change the life of a select few who are a perfect fit.
The goal is to have your audience feel and say in the minds “He gets it! He went through exactly the same thing and he completely understands what I am going through!”. That is why you can’t be general in picking a topic for your webinar.
Your goal through the webinar to constantly press the pain points and talk about what your audience is struggling with. And you will only know this if you do the proper research and you actually went through and understand what they are going through.
There are no shortcuts to authenticity.
Each member of your audience needs to feel that you are talking directly to him/her about their specific problem and unique situation.
Are you struggling to grow your business because no one is buying your wedding photography service?
Do you want to position yourself as an absolute authority in your industry and have clients wanting to work ONLY with you without bargaining on price?
Does the thought of getting on the phone and calling those CEOs to sell your product makes you not want to get up in the morning?
Do you want to sell your product without sounding like a jerk or being pushy or salesy?
See where I am going with this?
6. Stating the problem.
You told them what the webinar is all about – a specific problem that they have and you know how to solve. You went through their pain points and what they are struggling with. You gave your audience an understanding that there is a problem and that is why they are having difficulties getting to their desired AFTER state.
Now your next step is to tell them why this is happening and what the actual problem is.
Back to the example above:
The problem is that you are doing sales wrong. All successful sales people use professionally written sales scripts. They do not do the selling, prewritten sales scripts do it for them. With professional sales scripts, you will no longer be afraid of uncomfortable questions and can face any objections making sales process easy as calling a friend. No longer will you sound pushy or salesy on the phone.
Step 1: Express what your audience is struggling with and what is their biggest problem.
They are afraid getting on the phone.
Step 2: Explain that it is not the real problem and there is actually something else causing that fear.
The real problem is they are afraid of being turned down or faced with an uncomfortable situation or a question. Or they are afraid of dealing with gatekeepers.
Step 3: Explain the real problem with an interesting, benefit driven and specific title.
What if making cold sales calls could be as easy as calling your friends. With “Adaptive Sales Scripts” they can.
7. Your introduction and your story.
You need to tell your story and relate to your audience. Share related experience and why you are knowledgeable enough to give advice and your audience should listen to you.
Why are you in a position to give an advice on topic? Author, speaker, years of experience, professional salesman, featured on, what you have achieved etc etc
Here you also tell them your story of how you had this same problem, how you struggled to find a solution until you did and how it changed your life.
Note: I am strongly against teaching and doing webinars if you do not have expertise and experience in the field. Make sure you can actually help your audience.
8. Core content.
Here is where your main presentation happens and where you deliver you core content. Give out as much information as possible to help your audience with whatever they are struggling right now. Tell and show them the way to where they want to be – at their desired AFTER state.
The best practice here is to solve even a small problem for your audience during your webinar. This will greatly improve your sales. Your viewers will see more value in your paid product/service. “Hey if this guy just helped me with this for free and he surely knows what he is talking about. His paid stuff will be incredible.”
9. Facing objections.
Your audience will constantly think of some objections to your strategy, solution, product or your brand. Think these through before going into a webinar. The more webinars you do, the more objections you can gather into your collection to easily overcome before they are even raised.
Here are some examples:
If you think this is not for you.
If you think this will not work for high ticket sales.
This is not going to work in my industry.
If you think that Sales Scripts are not custom enough.
It sounds too hard.
I don’t have time for this.
Why should I trust you?
This is probably expensive and I don’t want to invest anything.
Sounds good on paper but how do they actually work in real live calls?
10. Your offer.
After introducing yourself and your story, addressing your audience’s BEFORE and AFTER state, delivering an epic presentation, overcoming objections – it’s time to introduce the solution your product or service. Even if what you are presenting in the webinar or your product/solution is something people can do themselves, don’t be too afraid to tell them how. The majority of people will want somebody to do it for them or they will try and then come back to you anyway.
Make sure your offer, product, service has an interesting name: No Fear Custom Sales Scripts That Sell Any Product or Service.
Show images of your product, if it is a service still show your service men, or if it is an info product – show a mockup or screenshots. People like to buy something tangible. Even if it a service – make it appear like a real thing.
Walk them through the ordering process step by step, so they know what to do and what to expect when the webinar ends.
Make sure that you compare your price to all possible solutions and outline all roadblocks they might encounter trying each way, time/money they waste, competition, other solutions
Ideal price for a product/service you sell with a webinar is about $147 to $497. That gives you some room for advertising and profit. Again you should have more products and services to sell on the backend to increase the lifetime value of the customer.
To increase sales, try breaking down the price – for example, $1 per day, or just $50 monthly, or 3 easy payments of $137.
Make it super easy to order. Accept all forms of payments, Credit Cards, PayPal. Accept orders by phone.
Absolutely a must: Provide a money back guarantee. That is a great way to remove any last objections for your audience and make the purchase risk-free.
12. Include testimonials and social proof.
Show people who had success with your product or service. Video testimonials or written testimonials are wonderful for this.
Mention case studies: Who is using your product/service successfully? How are they using it for the best results?
It might be a great idea to reach out to your current customers and get them on Skype to talk about their experience and record the conversation.
13. Offer bonuses.
Make your offer absolutely irresistible by adding unexpected bonuses. It could be a live coaching session with you over the phone for an hour, or you personally visiting their businesses to give marketing or sales advice, offer another related course for free, free shipping or throw in a free gift. Mention that this special offer is available only to the attendees of this webinar.
Your bonus should ideally save your customers time, compliment or extend the functional of your core product or service and help to solve the problem for them with a done for them service.
14. Deadlines and scarcity.
Deadlines creates urgency. Urgency leads to a decision. Scarcity and urgency are great to segment tire kickers from the actual interested customers with a problem who are willing to pay for a solution.
Don’t run a fake counter that resets back each day, that’s just lame. Do stick to your deadlines. If you promote an offer tell your audience that it will expire in 24 hours or even 1 hour after the webinar – make sure it does.
Why? Simple. In the future when you hold other webinars, your audience will know that the offer you make is truly limited and time sensitive. So webinar is the only time they can take advantage of it and will be more likely to take action.
Introduce scarcity: We only have 20 products in stock. This offer is only available to 15 customers.
15. Call To Action.
What do you want your audience to do at the end? You need to make it super clear and super easy for them to take action. Should they call a phone number? Where and how to they purchase and book your service? How do they join the program? Ideally, you should be sending these people to the payment page.
At the end of your webinar, do a full quick recap of everything you talked about. Your story, pain points, restate the problem, BEFORE and AFTER state, your solution, how it helps, talk about your offer, benefits, testimonials, price, guarantee, bonuses and end with a deadline and a call to action.
How to Actually Run a Webinar?
Choose a specific, intriguing title – remember you need to get people to register, that is the only purpose of the title.
You can run your webinar live or pre-record it. There are tools that let’s you have an evergreen webinar that runs on an autopilot There are a lot of ways to do it. You can use professional tools such as GoToWebinar or WebinarNinja. Or you can do it manually with Facebook Live or Youtube Live. Professional tools have the ability for you to set reminders, a week before, a day before, the morning of and an hour before. If you are using Facebook or Youtube, you can send them manually with an email service autoresponder such as MailChimp or ActiveCampaign at specific times (don’t forget to account for time zones).
Create a landing page to promote your webinar – list the title, the date and time and the registration form.
On the landing page, you might also list all the benefits, the value you are delivering, what exactly viewers will learn and what specific problem you will be addressing in the webinar. Remember people are really scared of wasting their precious time so make sure your copy is very benefit driven, you are planning to deliver a super valuable presentation and you are clearly addressing BEFORE and AFTER states.
It is a great way to practice your camera and speaking skills by shooting a short promo video. It is not as easy to be on the camera as it seems and it is a great way to introduce yourself to your audience.
Think how you are going to promote the webinar. You can use Facebook ads which work great, Google ads work for some industries, YouTube ads, Instagram Ads, offline methods. If you have an email list – great, send them an email. You can also put a popup on your website, create a banner on related blog posts, reach out to other businesses in your industry to do a joined promotion – this works great especially if you run the same webinar frequently – you get to use the free organic traffic to that blog post. Share on your social media regularly.
Over to you.
You are all set now to run a profitable and successful webinar.
Comment below what was your experience with your first webinar and what did you learn?
Is there something I missed?