054: How to Sell on Webinars

Webinars are the best use of your time and the best way to make money. You've probably wondered out of all the things that you do, can you outsource some of that? Can you just be the creative person and do the few things that make the most amount of money?

When we're talking about webinars, we're not talking about a Google HangOut or a YouTube video or a Periscope broadcast or anything "fancy."

We're just talking about showing what's on your screen and saying what you're going to say in just 1 hour. It's that simple!

What if you could turn whatever you're selling into a mini-launch event for a week?

You could say, "On this Wednesday I am going to open the doors to my new course." Or, it could be your service, such as a package for consulting services on how to run your own business (i.e. set up sales funnels, etc.).

You can put the description of your product/service that you're selling on your sales page.

That's great if people read the entire thing but many of them won't and for some people, it can just be sort of dry and boring and they won't read it or at the least finish it.

What can you do to compress all the different things about your product (or service) that you want to get across to people?

You could make a video which makes it a little more entertaining to your audience.

But, what if instead you take the points you were going to make in your sales letter and your video and make it into a one-hour live show, at a specific time and date.

There's no showing of your face involved.

Instead, you are showing the screen. It could be a web browser, a piece of software or a PowerPoint presentation.

If you have a one hour webinar it takes you exactly one hour to create that and you make sales through that webinar.

If you were going to make a 1-hr video that wasn't live, how many days would that actually take you? You'd probably be tempted to start adding a bunch of 'fancy' elements like graphics and music. There'd end up probably being too much scope creep in that and you would drive yourself crazy. Just get it on the calendar, show up and get it done and knock it out.

Pitch Webinars

You want to run a webinar when you have something for sale. That's the most important part. We don't want to run a webinar "just because."

"Just because" includes teaching a big concept. For example, if you teach a one hour course on InfusionSoft and give them all these business ideas, you've created 2 situations:

Either they're going to be confused about what to do with all the information with no way to apply it and/or they're going to go to your competitor to actually buy it because YOU didn't give them the option to buy right now.

If someone wants to buy something, you want to give them the chance right then and there.

What if you've got the idea but have not actually created the course yet?

Then, in the sales letter you want to list all the things you're GOING to have and just put a future date of availability on it.

That allows you to still sell it and then deliver it at a later date. To see what a sales letter looks like, go to WebinarCrusher.com.

This is a way to also present to your webinar attendees that since everyone is starting it together at a set date, that you're "all in it together" and everyone's participation will shape the way that the course is created.

Or, if you don't have a product created yet, you can go to www.clickbank.com (which is a huge site of affiliate listings) and see all of the products in your niche that you can promote as an affiliate.

Then what you would do is have your website, set up the webinar in GoToWebinar (included with Webinar Crusher), and send out emails/invites to your list about your webinar.

If you already have the product, you can look at the things that the sales letter talks about and think what sort of aspects you can make exciting for the attendees. What sort of cool demos can you do?

Don't be afraid of webinars! People who show up for your presentation have already make somewhat of a micro-commitment by setting aside time to watch your event.

You may have doubts about whether people will show up and stay for your 1 hr. presentation.

A lot of people WILL if you're at least somewhat interesting, if you can solve their problem, and if it relates to something they actually want.

Those that are the most desperate and need your solution right now will watch and listen to your webinar.

Running a webinar is a great little credential tool. You can take this presentation, record it and have it transcribed. Then, you can put it into a Kindle book, a Create Space book, etc. Now, you look even more professional.

Put the webinar replay on its own page. Why? Because there are some people who don't want to sit through an hour long video, they might only watch 10 minutes and decide then that they want what you're selling.

Install a button that allows them to go right to the sales letter/buy button.

During your live presentation you also want to mention the URL for the sales letter/buy button a few times through the webinar.

Don't Believe the Voodoo. Many people think that there's some sort of magic formula to doing a webinar "just right."

Some people watch these great stage speakers and write down everything that they say including the 'oohs and ahhs' and they completely overanalyze everything.

Stop looking at it like it's 100 steps or that you need to talk a certain way.

WWHW: Why, What, How-To, What-If

Instead, a good webinar can be summed up in 4 phases. This is the WWHW.

Look at your presentation and how you can break it up into these phases:

Your "why" is about 5 minutes. Why are you here? Why listen to me? You're setting up the frustrations of what led them to you.

Your "What" is about 15 minutes. This is where you explain your solution, how you're going to solve their problem. "Here's a couple of steps", "Here's what I want to show you", "Here's a 4 part process that I use to show you how to improve your sales funnel."

Your "How To" is about 20 minutes. This is your demo. If you can show software, that's great. If you can't, show your checklist(s), your system or some kind of before and after.

You're going to be moving slowly so you can show everyone exactly what to do. Even though a process might only take you a few minutes, you are going to dial it back to show them every single step slowly.

The more basic you are the wider appeal your webinar will have. We all want to believe that if we focus on the stuff that's fun for us, the more advanced stuff, that that your crowd will really love it.

Realistically though, in any kind of list you have, most of your crowd are going to be newbies or need to go back to the newbie area to improve what's not working for them or else they wouldn't need a 'solution.

Your "What If" is going to be about 10 minutes. Your "What If" is your offer and your closing.

"What if I could do this for you? Here's the package I'm offering that can improve your conversion rate by 70 percent!"

You want to be proud about the thing that you're offering and "introduce" it and remember to name the package that you're selling. You make it absolutely clear as to what you're selling.

You are telling what's in your product/package and how it will work for them. Essentially you are telling them what is included like you bulleted out in your sales letter.

If you do this webinar thing right, the whole 1 hour is set around demonstrating something.

Leave your hand OFF the mouse except as absolutely needed! If your hand is shaking because you're nervous or you're unconsciously playing with the mouse, your attendees are going to get distracted and annoyed and not pay attention to what you're saying.

"Avoid the Gap" between your "how to"/demo and the closing. Your demo wants to close with a solution so you avoid that awkward pause between your content and your pitching

Avoid "teaching" a concept. Instead, talk about YOUR product and how it solves their problem. If you're just "teaching" a concept instead of demo'ing your product, you end up having this really awkward transition from being a teacher to being a salesperson when you try and get people to buy at the end.

There are 4 pieces on how to effectively start, run and finish an effective webinar.

The Platform

  • Use GoToWebinar. Join Webinar Crusher today because includes a GTW account. GoToWebinar runs in its own separate software (and not a browser) so it's harder for attendees to accidentally click away and cancel by mistake.
  • Use PowerPoint for your slides.
  • Use Camtasia to record the presentation.
  • Use a $30 Logitech headset from Amazon (http://www.amazon.com/Logitech-ClearChat-Comfort-Headset-Black/dp/B000UXZQ42)

The Mechanics

The "WWHW" we discussed above:

  • 5 minute Why: pattern interrupt & hook
  • 15 minute What: 100,000 foot view
  • 20 minute How: magic trick or "wow"
  • 10 minute What-If: pitch, irresistible offer

Your Closing

When you are doing your closing, you want to list out your package/product elements in the same order as your why's (i.e. problems being solved) and the same order that you showed them in the demo.

You want them to line up. In other words, if you are going to solve 4 problems than you want 4 modules in that same order.

The Stack/One Sheet

This is literally one page/slide where you reiterate everything that is in your package, your bonuses and all.

You want to keep reintroducing the One Sheet between every 3 or 4 module slides.

Bullet Drip

Have you ever looked at a PowerPoint slide where someone has listed 5 bullet points and you have to read through all of them? And they do more than one of these in a row?

What Robert and Lance do in their webinars is drip out the bullet points. This is where you talk about and release one bullet at a time. Now, your attendees can't read ahead and lose valuable information you're talking about because they're busy reading.

The Price Drop

When you come to the part where you ask for the money, that makes a lot of people uncomfortable but you have to make it fun.

If you added a dollar amount for each element through your presentation and came up with this pretty large amount (let's say $8K) here's where you say:

"The Good News is it's NOT $8000….it's not $1000, it's not $800…", etc.

You keep telling them what they're not going to pay until you get to your dollar amount and then direct them to your URL.

You can also have some more slides telling them reasons to go buy, such as a 30 day money back guarantee, other customer testimonials, etc.

And, since you are going to have your screen displayed to your audience, go ahead and go to the URL yourself too.

Avoid Q&A sessions. If your attendees have that many questions, it's probably something you should have included in your presentation.

Plus, there's always 1 or 2 people who ask really "out in left field" questions that you're better off answering privately.

Q&A's make your webinar end up in a whimper and not a bang.

The Cool Factor

You want to have an awesome title with a promise and solutions. Think of 3 really awesome things you can promise them.

In other words, you don't want to have a webinar called "membership sites."

Think more along the lines of "Have your membership site online today" or "Start making sales by this weekend" or "Drive thousands of people to your site in the next 3 days."

Don't use the word "learn", use the words "discover", "uncover", "breakthrough", etc.

Take a minute to think about: "what would I pile in on this if I had a magic wand?" Look at what you came up with and figure out your hook.

Is it exciting to just show people checklists? No. But, it would be exciting if you offered to record their first webinar FOR them. That's something really "cool" that no one else is probably offering.

The Push Button Software

If you don't have software, because you're in a niche where it may not apply, find a way to make it apply.

It makes your selling a lot easier.

Giving people guides and lessons is great but people like things that are interactive.

That way people don't necessarily have to 'learn' stuff and apply it they can just use software to get to the point where they want to be.

Webinar No-No's

  1. You don't need a slick, word for word polished script.
  2. It's better if you're "human" and come across as real.
  3. Don't worry about how many or how few attendees show up. Just promote it all week. If a lot of people show up great, if not, you'll get them on the replay.
  4. Don't mention the time and date on the presentation. Keep it evergreen. This way you can use it in future contacts with your list, put it on a membership site, etc. Don't go on for too long and don't run them on the half or quarter hours. People will get bored and drop off and people drop off at the top of the hour so they will miss part of your presentation.
  5. You don't need to get too fancy. Just have one presenter. You don't need a team of people.
  6. Don't go too long between webinars. Your webinar "muscles" will weaken. Run one a month and aim for 10% increase each time.

Closing Thoughts

Are your competitors running webinars?

If so, attend them. Check out which "do's and don'ts" from today that you now notice.

Check out Robert's course at Webinar Crusher to get all of this info and lots more useful how-to's on how to run your own successful webinars!

Join Our Webinar Crusher Program Today


Filed in: Archive 1: 2012-2016PodcastWebinars

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