How to Write Webinars that Make Money and Drive Sales Leads
4 things great webinars need, how to design them and how to promote them.
Ahh... the webinar. A logical next step to scale your business and get more passive revenue. But how are you supposed to stand out from all the other 6-fig solopreneurs out there?
Writing webinars that sell have several key traits to turn viewers into buyers. In this post, we’ll cover must-haves that can help get more leads from your webinars.
Let’s face it: You don’t want to do all this work to have only a few people watch it (and have even fewer conversions).
4 Keys to Creating a Successful Webinar
What makes one webinar generate $1M in sales and another flop? Webinar writing mistakes often start at the very beginning, even before you start writing the webinar. Let’s walk through the lifecycle of a healthy training video from start to finish.
#1 - Understand Your Webinar Audience
Your target audience should be front of mind when brainstorming a good webinar topic. Before you can get sales from your target customers, you need to know your audience like the back of your hand!
What Your Webinar Needs to Do:
Catch their attention
Get them to sign up
Keep them engaged
Convince them to take your big offer
That’s a lot to get done!
What You Need to Do:
Take time to create a persona guide so you know everything about your target customers. Persona guides help businesses generate effective and efficient marketing campaigns.
Contact me to get a professional persona guide for your brand. Taking this first step will save you so much money and drama later on!
You’ll also need to ask yourself these questions before you come up with a webinar topic.
Questions to Ask About Your Webinar Target Audience:
What problems does my target customer have?
What problems does my target customer need solved?
Is my webinar target audience the same people as my customers?
Are they going to be my prospective students? (This is for educational webinar creation.)
How does my product or service solve the customer’s problem?
What’s one tiny piece of advice I could give my customers for free?
What’s a common question I get from my customers?
What are common misconceptions about my business or industry that stop customers from buying?
#2 - Leverage Your Expertise as a Webinar Host
No offense but… Why the heck should viewers listen to you?!
Establishing your experience and position in the industry is crucial to getting people interested. And once they click into your webinar, you need to re-establish that expertise.
They need to know that this information is vetted from industry leaders. Your webinar should be just a drop in the bucket of your extensive wealth of knowledge.
#3 - Choose Webinar Topics That Get Clicks
Picking a topic for your webinar should take time and effort. In fact, this may be one of the most time-consuming steps in webinar creation.
Don’t breeze through the training topic selection! The rest of your webinar lifecycle depends on it.
Great webinar topics? Super specific and targeted to your audience. This whole webinar should be about one tiny gold nugget in the gold mine of your knowledge.
Effective webinars are often about one small detail that gives the viewer a win. However, it should really prove that you’re the expert they need to contact to get to the next level.
Topics that grab attention are so enticing, so helpful, so specific…
Savvy Webinar Topic Ideas:
Solves a really small, but really annoying problem
“Number of ways to XYZ”
What their life will look like after the webinar
Pain points with solutions
Quick wins to big momentum
#4 - Structure a Webinar with a Sales Pitch
Webinar topic: done! Now, it’s time to actually write the webinar… The best place to start is with your webinar script. (My forte! I’ll write the whole dang script for you. Contact me to get it done.)
Introduction
This part is usually pretty straightforward, but make sure you’re enthusiastic. Lay out what your viewers will get out of the presentation.
Acknowledge that you appreciate their time and hint that you’ll give them something special later on if they stick around.
Background
Here’s where you establish your expertise. That’s how you stay credible and get viewers to trust you. Tell them how your experience makes you the best person to listen to.
Do you have to be perfect? The best in your field? No. In fact, people enjoy hearing struggles.
One tip: Don’t bore your audience with an endless professional bio… Another tip: If you’re going to tell a story, keep it brief and make sure it’s really good.
Content
Here’s where you totally have to deliver what you promised in the title.
If you promised “5 ways to XYZ,” you better deliver 5 ways to XYZ! Nothing will turn off your viewers more than not giving them what was promised.
This content should be actionable. It should give them a mini win. If your webinar topic is specific enough, they’ll have just one important piece in the puzzle.
Your viewers should leave the webinar feeling great and inspired to do what you told them to do. They’ll do it that day, see results and crave more. That’s when they come back for your paid services.
Smooth Sales Pitch
Seamlessly go from content to your special offer. From one sentence to another, wrap up your content section with something even more valuable — your services.
Help them visualize what their life would be like if they continued on a path with you.
Let them know that the information you gave them is really helpful, but there’s so much more.
If you want to sweeten the pot, give them a special offer that’s only available to them.
Don’t just talk about a deal that they could find on your site. They stayed with you for this long, so they need to be rewarded.
Add Urgency
You don’t want to inspire your viewers, get them dreaming about the possibilities… and then have them close the browser and go about their day.
How can you get them to act now? Maybe there’s a timestamp on your offer. Maybe they need to take the call to action while the webinar is running.
Either way, get them to act now rather than later. Otherwise later will never happen.
Q & A Session
If you’re doing a live webinar, a Q & A session is a great way to interact with your viewers and keep them comfortable with you.
The Q & A session is the perfect place to highlight important points too. Be real and only push your product in the answer if it’s appropriate. You could also address potential hesitations of your viewers.
One tip: Have a few questions written down in case there’s a — gasp! — a lull in the questions.
How to Design a Webinar
Slide Copy
Don’t make your webinar a boring lecture! Avoid small font and full sentences. Keep words on your slides to a minimum.
If you’ve got particularly beneficial information, put that on the slide so people can stare at it. Otherwise, just capture the essence on the slide.
Slide Layout
The less you put on your slides, the better. Your webinar script will haul most of your messaging. Your images will show what their lives could be like with you.
Keep slides simple and clean so people don’t get distracted. They need to focus on your webinar script and smooth sales pitch.
How to Promote Your Webinar So It’s Not a Flop
Really important. You’ve spent hours on this project, so you want to make sure as many people see it as possible.
There should be strategy behind your webinar promotion. Don’t just make a Facebook post a week before and cross your fingers. You control in how this webinar will perform for you.
Social Media Webinar Promotion Techniques
This may be your go-to way to promote, but it should only be one arm of your content strategy.
Get your audience excited weeks and days in advance. Fun interactive posts like quizzes, polls and videos do really well. These posts should revolve around the problem you will help them solve in the webinar.
Once your webinar is live, push out some paid ads to really expand your reach. Make your paid ads fun, intriguing, creative and/or super helpful. Get them to sign up for the webinar right from that paid ad.
Email Marketing Campaigns
I know email marketing can be really daunting... Plus, what if your emails go to spam?!
Read this: 5 Tips to Keep Emails Out of Spam
Thoroughly consider email marketing for your business. It’s evergreen income and 24/7 advertising to warm up leads and sales.
And… there’s no better reason to get an email funnel going than for your new webinar!
Attract more people to your email list with a great freebie lead magnet. I’ve got 20 ideas right here.
Or, reach out to existing contacts with an exclusive deal and great webinar.
The point is, get them excited about what you’ll be giving them.
Retarget People Who Didn’t Take Your “Big Ask” in the Webinar
Before your webinar goes live, make sure you have a marketing plan to retarget people who watch the webinar but fail to convert.
These people get so close to the sale that they’re pretty hot leads. They just need a little extra push.
Get them back into a non-purchaser email funnel and sweeten the deal even more.
Don’t be afraid to be honest with them and address their hesitations. They need someone to talk them out of walking away.
Act fast to keep their interest. Non-purchaser funnels aren’t something you work on when you’re freaking out about your low conversion stats.
You Don’t Have to Create a Webinar Yourself
Actually, You Can Do Zero Work to Get That 6-Fig Income Rolling In
How? You hire a copywriter to do it all for you (AKA marketing writer).
Yes, a great copywriter can get your webinar messaging and sales pitch done with great ROI.
That Means:
Picking a topic your audience will love - done!
Writing a strategic outline to provide value and interest - done!
Creating the webinar script, including that smooth, non-salesy sales pitch - done!
Slide copy that amplifies your conversions - done!
Social media ads to grab large sectors of your audience - done!
Social media posts for free advertising and interest building - done!
Email marketing funnels that people will actually read and interact with - done!
Big asks and upsells - done!
Re-targeting non-purchasers who just need the right push to convert - done!
And hey!
I’m a webinar copywriter who does all these things! Let’s talk about how your webinar can get you more income for less work.
