When it comes to building your email list and converting them into paid customers, webinars have become the number one list-building activity. With webinars, you can position yourself as a credible expert, offer extremely valuable content that empowers attendees, and make targeted and irresistible offers for products and packages.

First, what is a Webinar?

A webinar is a seminar by the internet. It enables the speaker to share useful information with attendees anywhere in the world with those who have internet connection.

Why Webinars

There is one word for the reason to hold webinars: Leverage. With webinars, people can login in from anywhere in the world. It is cost incentive and you can add value–– there are no costs of hotel fees and holding sales presentations all over the place.

Webinars that convert do these 4 things:

Focus on desires of the market; what they want and what they don’t want.
Position you as a caring, credible expert.
Offer extremely valuable content that empowers. No fluff!
Make a powerful, targeted, irresistible offer

For webinars to do the things described above, you have to design and deliver great content, and we will walk through the processes of a highly converting webinar.

The 9 Phases of a highly converting webinar

Phase 1: Welcome attendees

Welcome them with excitement: Make them believe that you’re excited to be there. They have cleared time out of their schedules to be with you so you have to acknowledge their commitment.

Keep making them promises (sell them on the time you’re having together) e.g. “By the time we are through today, you will be able to _______." Your audience needs to know what the benefit of the webinar will be early on, and doing so cements your credibility.

Check that they can hear and they can see: You don't want to make the mistake of running a presentation only to realize that you've been talking to yourself the whole time.

Ask them to go to a quiet place and stay till the end: For them to get the most of your time together, you need to ask them to give you their undivided attention. You can say: "You don’t want to lose valuable information. Five seconds of distraction may cost them a great deal."

Ask them to have a pen and paper: Note-taking is one the best ways to retain information longer. Not only that, having notes means that they always have something to refer to when they have issues with putting your teaching into action.

Phase 2: Connection

Talk about their dreams and aspirations: In this phase, you want to paint the picture of your audience's desired destination. For example, if they want to build a thriving coaching business, you speak directly to their desires. Statements like "You want a practice full of coaching clients, you want engagement.

Talk about their current reality (their pains and frustrations). Let them know that you totally get it. The emotional, physical, and mental frustrations of spinning in a circle––dealing with the same problem with no solution. By doing this, you humanize yourself and make yourself relatable.

Make a promise to them: During the webinar, make a promise to take them from where they are to where they want to be. Don't just amplify their problems. Make them a promise that your teaching will move them from where they are to where they want to be.

Phase 3: Who are You

Your personal story: This is a chance for you to tell your story, and especially your breakthrough moment. Tell your audience what happened, how it made you feel, and how you got out of the situation. Share the entire picture of where you are now and how different things are because this is going to be a game-changer.

What got you working with your community (audience) and what qualified you: You will want to share stories of why you work with your audience. Why them? Why not someone else? Share stories of people who you’ve helped.

Phase 4: Why things don’t work

Mistakes and Assumptions people make. By this time, you should be familiar with the frustrations of people in your community. You should also be aware of the common myths they believe and mistakes they make which leaves them frustrated.

Approaches use to attempt to solve the problem: e.g. sending out a lot of poorly designed jobs. For example, you could say something to the effect of “A lot of people think that sending out mass CVs will get results." Whatever the case might be, try to highlight different interventions they have tried that hasn't worked and is causing them a lot of headache right now.

Secret to nailing this phase: You'll want to introduce their solutions, explain why people choose them, and then invalidate them.

Phase 5: Introduce the Solution

Introduce in one sentence the solution. What would alleviate your target audience's pain? In one sentence, you need to establish your solution and create a foundation for your teaching and your paid course

For better understanding, here's what I mean: "You need to strategically and intentionally build your career the same way an entrepreneur builds their business." Another example is this: "You need a profit-pulling pipeline that generates leads consistently and converts them to paying clients automatically." Introducing your solution prepares them for your teaching.

Phase 6: Teach

Don’t sizzle, give substance: If you have 30 minutes, share the best you can share in 30 minutes. If you’re stingy with your value, people will be stingy with their money.

Invite them to participate as you teach: During live webinars, invite them to participate as u teach. By doing this, communication is two-way, and you're able to get live feedback from your audience to pin point where they are struggling the most.

Secret: The more value u share , the higher your ratios will be. But beware of cramming in too much.

Phase 7: Introduce the offer

The name of program or offer: You need to be strategic with introducing your offer. Don't wait till the end of your teaching/presentation before you introduce your product. Subliminally introduce the program at strategic intervals, and inform them that they will get more information about your teaching in the program.

Who is it for? Be very specific about who your coaching program, course, ebook, or workshop is for. Doing this will increase the value of your product or coaching program.

Biggest benefit they will get: This answers the question, "what will it do for me?" When introducing your offer to your audience, don't just rattle off the features––emphasize the benefits. For example, a health coach would emphasize weight loss, confidence, and glowing skin instead of promoting a 30-day diet plan.

Phase 8: Sell it.

Share the features and benefits. This builds on the biggest benefit you shared in the previous phase. An easier way to show features and benefits to to use the "so what" factor. The "so what" factor is used to link benefits with features and it helps your potential customers see what they're getting from your program.

Share testimonials: Do you have stories of others who have have experienced your coaching program or course? Share them during the webinar! This is an amazing way to build social proof and will help increase your sales. Show them the proof that your amazing coaching program or online course works.

Paint the picture: Make them see themselves getting results with the program. Here, make them see the results of working with you. Use language like, “Imagine, six months from now what would happen…”

Phase 9: Introduce Price.

Build up to your price. A mistake coaches make is stating the price before explaining the features and benefits (value) of their programs. Don't do that. Build up––the value of your program, to your price. Then you can justify the price e.g. “how much are other people charging for this?”

Add bonuses that would enhance the products and excite them.

Introduce scarcity and urgency. While some people would be early adopters of your program, most people are late action takers. Introducing scarcity and urgency would only increase the value of your offer and encourage them to make a decision quicker.

Tell them exactly what to do: That's exactly what it sounds like. Don't just tell them how beautiful your course is; tell them exactly where to click and how to get there. Use language like, "click here, it will take you there. As soon as you do this, it will take you to a new page to enter your details.

Keep answering questions and keep telling them how to order. Thank your attendees and acknowledge them. When you do this, you humanize your brand and give them a delightful customer experience...and they will truly look forward to working with you. “Thanks Frank, I’m looking forward to working with you…"

Secret: The key here is to build value. Don't just rush into selling because you will come across as salesy. If you have built up value than selling becomes easy because they want to buy from you

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How To Fill Paid Live Events Using Webinars
How To Use Webinars To Successfully Launch Your Products and
How To Build Highly Engaged Online Communities Using Webinars

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