Webinars aren’t a new method of selling content and courses online. However, in recent years they have exploded in popularity.
Imagine knowing that you could position yourself as an expert to your audience, demonstrate valuable products to that same audience and convert the audience into paying course customers.
Webinars help do this. They’re cost-effective, scalable, help build an email list, create evergreen content and, as an added bonus, many times attendees give ideas for new products.
There is a misconception that webinars aren’t valuable for course-based businesses. Many online course-based businesses we know will try to sell courses via webinars, but fail to make any conversions. Their reasoning then follows that webinars aren’t a legitimate method for selling courses.
We find that the reason these webinars don’t convert is for one of two reasons: 1) the webinar itself was not structured properly to both educate and convert. 2) the audience that was on the call was either not warm enough, receptive enough or the right audience.
If you have to pitch or sell a course one-to-one, face-to-face, to a prospect webinars are a perfect way to build and scale that process. Instead of a video sales letter, participants are watching live training, get to interact with the authority and able to interact as if it’s one-on-one.
Here are our six steps to selling courses online with webinars.
Start with the end in mind
The biggest failing that many course businesses fall into when creating a sales webinar uis that they fail to understand the ultimate goal of the webinar.
Many presenters and course businesses will first focus on creating an educational webinar, then try to tack a sales pitch or product pitch on the end of it.
I admire their commitment to educating the audience, but without focusing on the product or sales opportunity first the webinar is unlikely to convert.
Marya Jan from GetResponse talks about being crystal clear in your goal, when it comes to creating a webinar that sells.
It can be a product, an online course, a coaching package, a done-for-you service or a live workshop. If you have more than one to offer, pick one.
You have to be completely clear on what it is that you are going to be pitching. Start with the product in mind and work backwards to understand what you need to educate someone on and how you will position yourself as an authority in order to sell this particular product.
As course-based businesses we have an easier time understanding how to educate our audience. We know we must show them how to do something before you sell them how to do something.
Write the signup page first
Most course-based businesses will start to write the pitch, webinar and slides first. This is a mistake.
First of all, we’re still not clear on the content of the webinar. Second, we don’t want to invest loads of hours building slides when we’re not even sure that people will sign up.
Use a sign up page as a method to write out what you’re going to talk about. Cover the high level bullet points and use that as a framework for your webinar.
For a recent webinar with Sell Your Service, we listed out the top 8 points that we teach in the paid course.
We used this webinar to attract over 120 sign ups and 80 attendees with around 30 sales. The idea is that we’re going to use the same benefits and results from our course as teaching points in our webinar.
Tyler Basu from thinkific talks about what to include on your registration or sign up page.
A compelling headline
Create a killer headline that could sell the course by itself compelling and is intriguing enough to make someone want to register. The idea is that someone who signs up to a free webinar event to learn something is also likely to want to learn those same skills in a paid course. Don’t be vague. Make a bold promise. If someone reads your headline and still doesn’t know what the webinar is about, you’ve written a bad headline.
Obviously the webinar can’t teach everything the course can teach, but it’s an introduction.
Drive traffic to the Signup Page
You now need to drive traffic to your signup page.
“But Mike! I haven’t even created the slides yet! “
We’ve got plenty of time to do that. What we need to focus on is a) proving that the webinar topic is popular and b) getting people to attend the webinar.
Spending 5 hours on creating the perfect, most beautiful slides isn’t going to increases attendance.
Drive traffic to your Registration Page
Once you have all your emails and webinar content queued up, it’s time to push people to sign up for the webinar.
Morgan Timm from Teachable talks about driving traffic from a range of sources. Morgan also talks about a promotion schedule. Use social media, email, paid adverts and PPC to send targeted and specific traffic to your sign up page.
If you have super low registration numbers, it could be a variety of reasons. Look at your audience targeting, your sign up copy and the topic covered – are they all in good order?
You should really be inviting your current email list to all your events too, they’re more likely to sign up.
At MeBox we recommend a 6 week lead time from starting to promote your webinar. Especially if you’re using cold traffic to sign up. But once you build a decent list, there’s no reason you couldn’t do a webinar every week.
Summarise the topic you’re going to cover (create the slides)
Remember our topic summary above on the Sign Up Page? We’re going to use the same bullet points as our course framework.
Kajabi talks about focusing on benefits.
“Remember to focus on benefits. You’re writing this for potential customers, so get inside their heads. What would make them unable to resist attending your webinar? That’s what you need to focus on.”
Use the same bullet points in your sign up page as slides. Remember the old addage, “tell them what you’re going to tell them, tell them, tell them what you told them.”
Repetition is critical to the success of webinars. To you, this topic might be second nature. But to many of your viewers it’s brand new information, so make sure to hammer it home.
On a side note, many people include an author bio and slides about them early in the presentation. Don’t do that. People don’t care who you are until you can prove it’s worth knowing you. Explain what you’re going to cover and make it clear that you can help them. Once they feel they want to know more, then you can introduce yourself.
Offer genuine insight as learning points
The fundamental/important part of the webinar is to teach people. If you can successfully teach and educate people, you’re onto a winner.
If you can offer genuine insight and help expand people’s minds, then you’re going to help them trust you.
“Businesses that educate, dominate.”
Your learning points (above) must be delivered in a way which provides GENUINE, killer insight. BUT don’t oversell it, let the audience decide if it’s worth remembering.
You must provide insight and clarity to your customers and attendees. Repeat your key points over and over. Make sure they they walk away with a genuine lightbulb moment.
You don’t have to overload the webinar to make yourself look smart. 3-4 learning points is more than enough. Keep it succinct and tight. Make sure you offer insight and clarity over too much depth and explanation.
Helping someone understand that a fast metabolism is what causes people to gain weight quickly is insight. It teaches them something they didn’t know and makes their perception change. Going into the science of why and how is depth and not suitable for a webinar.
Educate them to the point where they are ready for more, then we move in for the conversion.
Pitch your course 30 to 45 minutes in
At around 30-45 minutes, your attendees should be salivating for more.
Mariah Koz from Femtrepreneur explains why you need to pitch earlier than you might think.
“After 45 minutes, there is a significant drop off in the number of attendees.
You want to be respectful of everyone’s time and start your pitch 30-45 minutes into the webinar.”
Talk about your course and how it gets the same results faster and easier.
If the webinar talks about losing weight, so should your course. If the course teaches how to transfer your timeshare allowance, then so should your webinar.
Your webinar is designed to pique the interest of the audience and show them something they didn’t know. If they didn’t know it before, then you’re the authority on that subject because YOU taught them this secret.
Use the same content from your course sales page, to sell the course to your live attendees. Treat it like a one-on-one pitch. What would you do to sell face-to-face?
Wrap up your webinar with a strong pitch and call to action. Make it clear that the NEXT step someone has to take is join your course. Ask them if they’re serious about the results they want, and if they are, they should join.
Use this time to offer bonuses, turn objections and answer questions. Leave the webinar after a strong 20 to 30 minute pitch and keep a clear CTA with a link on the screen. If there’s a timer, keep it on the screen.
Once the webinar finishes your work isn’t done. You need to follow up with attendees, no shows and leads and sales. But that’s a post for another time.
Got questions of need help with your next webinar? Ping us here!