1. Add Urgency.
It’s human nature that we put off making a buying decision unless there is a reason to do it now.
Think about when you go shopping at the Gap for jeans. If the jeans are full price, you’re more likely to think about it and walk out of the store empty-handed. But if those jeans are 40% off? Or if you get a free top with purchase of the jeans? Or if they are the last pair and they are a discontinued model that they won’t have in stock anymore? Well, you’re WAY more likely to be snapping up those jeans, right?
You want to insert that same kind of urgency in your webinar so that your participants are encouraged to make a buying decision.
Urgency can be applied by using:
- Doors closing (have an “open cart” and “close cart” period, so that your participants know they will have to wait for the opportunity to join, if they don’t buy now)
- Price (reduce the price of your product if people buy within a given time frame)
- Bonuses (have extra special bonuses that disappear if people don’t buy within the given time frame)
- Fast Action Bonuses (use these specifically for people on the LIVE webinar; you can have a countdown timer at the end of the webinar for 15 minutes to encourage people to buy within that time)
2. Use real life examples.
The most effective webinar scripts begin with a personal story. “I used to be so annoyed about ____ problem. But then I found _____ (product or solution).”
The more you can weave in not just your own story into the webinar, but the stories of others you have worked with (students, clients, etc) the better!
Can you make an analogy or use a metaphor to describe a problem or belief your audience has? Doing so can really help them better visualize and understand the problem.
For example, an analogy is often used in the pitching part of a webinar to get the audience to understand the difference between trying to solve the problem on their own versus using your program/product as a way to fast-track their success.
The analogy you can use to “show” this fast-tracking to success? Trying to put together a piece of IKEA furniture without any instruction book – no pictures, text, nothing, just a pile of pieces. As compared to someone who has the full instruction book and all the tools they need to complete the job right in front of them. Obviously one is going to get to the results (the built piece of furniture) way faster and with more ease, right? It’s the same with your offer – the clients who purchase are going to get the results a whole lot faster because you are giving them the instruction book and all the tools they need.
Another analogy I have used before is when I talk about branding. I’m trying to get people to see that the price they set for their product isn’t to do with the cost of making it, but instead how they position themselves in the marketplace and the perceived value the customer places on it.
The analogy? Buying a pillow from Walmart versus West Elm. West Elm has positioned themselves as a high-end home goods retailer with superior products than Walmart (even if in fact the design and materials are the same). The customer buying a $60 pillow from West Elm is going to place more value on that pillow than the Walmart $9.99 special. And it all came down to branding and positioning. See how it illustrates the point?
Think about how you can use analogies and metaphors in your own slides as you go through your webinar.
3. Be concise.
This is so hard, because you have so much knowledge and want to share all the things!
The best webinars are those that are clear, concise, and to the point. They don’t overwhelm the audience and don’t ramble.
People have short attention spans! Create your slides to cater to that.
4. Talk like YOU.
Don’t get all formal just because you’re presenting some slides. Be informal. Use your regular everyday language. Let your quirks and humor shine through.
The more you can show off your personality, the more people will connect to you.
If you come off as condescending, monotone, or boring, no one is going to be staying till the end.
5. Tell Stories.
Think about engaging your audience in the same way that a movie producer or a playwright might.
Use that same kind of theatrical storytelling to keep your audience on the edge of their seats.
Think about your webinar script as having a beginning, middle and end (with a little bit of suspense!).
6. Choose a good time.
You want to choose a date and time that you think your audience will be able to actually show up. It’s a lot easier to make the sale live, then relying on the replay.
This is going to differ for your audience and business type. But generally speaking, Tuesday, Wednesday, and Thursdays are the best days of the week for live webinars. Just before or after lunchtime tend to work well.
7. Send captivating emails before the webinar.
You want people to show up LIVE to your webinar, not just plan to catch the replay (live participants are more likely to convert into buyers!). Aim for a 40% show-up rate, which is higher than industry standard.
You want to send a few emails before the webinar to everyone that has registered (send 3-5 emails in the days leading up).
What to do in these emails:
- Remind them of the content you’re going to cover on the webinar and what they will learn
- Your own story (or part of your story) that highlights the transformation that your product offers
- A few testimonials or case studies of previous students/clients
- On the day of the webinar, send 2 emails (one in the morning and one 30-60 mins before the webinar is going to start with the link to join)
8 Start inviting 7 days in advance.
Don’t give yourself too much runway with a webinar. If someone signs up to something 3 weeks out, the likelihood of them showing up live is pretty slim. The excitement period has passed.
7 days is the sweet spot for webinars. It’s fresh for people, the excitement is high, and you can keep the energy up until the live event.
9. Send a Webinar Workbook with “blanks”.
One way to encourage people to show up live to your webinar is to send them a workbook that they can use during the webinar.
You want to leave some sections blank, so that they need to fill it in with the answers during the webinar.
This gives them a preview of what you’re going to cover, and makes them want to attend so that they can find out the answers.
This doesn’t have to be complicated – a 3 to 5 page workbook that you create in Canva is perfect.
10. Show Your Face.
Webinars will convert better if you show up on camera. It helps to build that connection and trust with your audience.
You can do a split screen when presenting your slides (where your face is in the corner) or do slides-only.
But when you are answering questions at the end of the webinar, take the slides down and show your face.
11. Don’t get distracted by the comments.
It’s great to have the chat feature in our webinars, but don’t let it distract you.
Ask questions when you are first logging on (where people are joining from, what they hope to learn in the webinar, etc) and engage with the chat at that time.
But while you are delivering your slides, don’t look at the chat. It can be really distracting, throw you off your script, and possibly lead you down a tangent.
Let your participants know that you’ll get to all the questions at the end of the webinar during the Q&A section.