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128. Part 1: Creating High Converting Webinars

02 Nov 2021 | By Salome Schillack

SURPRISE! 3-part mini series coming your way. If you’re creating a webinar, either right now or in the near future,  you literally cannot afford to miss this! (Spoiler alert: it has nothing to do with giving away all your best content for free).

I remember putting together my very first webinar. I assumed the magic trick was to load in as much information as possible, make my viewers feel like they had hit the webinar jackpot, to then naturally buy EVERYTHING I had on offer, turning me into a bazillionaire overnight.

Simple right?

The EXACT opposite happened. It fell flat, and I was teaching my super valuable content for free! 

I've dried up many, many, many wobbly webinar tears from course creators who poured their heart and soul into a webinar that didn't convert, and it breaks my heart!

From the good, the bad, and the downright ugly, I’ve seen it all when it comes to creating high converting webinars, and I've finally cracked the webinar converting code which I know many of you have been asking for.

We're all friends here, so truthfully, I CEEBS putting together a new course right now. But I would never leave you high and dry.

So, I've done the next best thing and created a 3 part mini-series podcast teaching you all I've learned about building high converting webinars that sell like crazy!

By the end of this three-part series, you'll have the framework to craft a compelling webinar that has your audience on the edge of their seats, credit card in hand, KEEN AS MUSTARD to buy from you!

Tune into The Shine Show for part one of this very special webinar series, and join me as I crack open the can of webinar worms and let you in on all the tips and tricks (and everything I wish I knew when first starting out) that will take your next webinar from flop to fab.

Next week, we'll tackle exactly what content to include that will leave your audience saying, "OMG, that was A-MA-ZING. I can't wait to learn more."

Let’s get this show on the road!

XXX

Salome

P.S Did you find today's episode helpful? I LOVE LOVE LOVE hearing your feedback! Jump over to my Instagram (@salome.schillack) and let me know what your biggest takeaway was from part one!

When you subscribe and review the podcast not only does that give me the warm and fuzzies all over, it also helps other people to find the show.

When other people find the show they get to learn how to create more freedom in their lives from their online courses too!!

So do a good deed for all womenkind and subscribe and review this show and I will reward you with a shout out on the show!!

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Hello and welcome to episode number 128 of The Shine Show. Today is the first in a three-part series I'm creating. Today's episode is called creating high converting webinars. And over the next three episodes, you and me are going to unpack and unlock the secrets to creating a webinar presentation that converts like crazy. Enjoy.

Giving up your time and freedom to make money is so 2009. Hi, I'm your host, Salome Schillack, and I help online course creators launch, grow, and scale their businesses with Facebook and Instagram Ads so that they can make more money and have an even bigger impact in the world. If you're ready to be inspired to dream bigger, launch sooner, and grow your online business faster, then tune in because you are ready to shine, and this is The Shine Show.

Well, hello. It is lovely to be hanging out with you today and talking about webinars. Oh my goodness, what a sticky topic. I remember putting together my first webinar and I just loaded as much information in there as I possibly could, and it didn't convert very well. I did a whole bunch of webinars, just teaching people things for free when I started as a sales coach back in the day. And since then, I have learned a few things about webinars and I have dried the tears of many people who created webinars, spent a ton of money on Facebook Ads only to have their webinar not convert. And so I have been sitting on this idea to add a whole lesson, a whole online course, if you want into the content of The Launch Lounge that teaches people exactly how to finally know exactly what to put inside their webinars. And coming to the end of the year, more and more people have been asking about this and I just kind of went, "Yeah, I just don't want to put together a whole new course right now."

But I did think, well, how about, what if I take everything I know about creating high converting webinar presentations and I put it into three-part podcast series? And voila, this is what you have today. So in the next three episodes, episode 128, 129 and 130, I have three episodes dedicated to creating high converting webinars. And whether you're a student of ours or whether you're a client of ours or whether you are just a fan of the podcast and you're putting together your webinar, my hope with this three-part series is that I can really share with you everything I've learned about building high converting webinars, and particularly in understanding how to structure a webinar to be a sales conversation, because that's what it is. And you know what? I know often we find ourselves feeling a little bit allergic to the word sales. I actually really love sales and I love selling. I'm a bit weird like that. I did not love it at first. My first sales job was selling gym memberships in a gym in London. I worked at Fitness First right on Piccadilly Circus.

And my job was to sell gym memberships and I hated every second of it. And you know what? Now I look back at it and I think, man, I wish I could go back and do that again, because I'd have so much fun. Because selling gym memberships, how much fun is that? You're selling health. It's fantastic. Luckily, somewhere along the line I learned to love sales probably when I was selling drugs to doctors. I did, because I loved it. I loved having conversations with doctors. And then I had to learn to sell my own services as a sales coach, which again, I sucked at. It was terrible and I hated it. But then I learned how to do it, but I learned how to sell things I believe in. And now I get to sell Facebook Ads, and I get to sell online course, launching and growing profitable online courses, which I absolutely adore. So I love sales.

So I am excited to bring you this three-part series because at the end of this series, you will have a structure to follow to create a webinar that converts like crazy. So in part one of this three-part series, we're going to talk about the framework. And I'm going to give you the big picture. I'm going to give you seven distinctive parts that every webinar has and what your main communication mission or your main goal with each of the seven parts are. In this one, we're going to unpack part one, two, and three. And then in part two next week in the next episode, we are going to look at the content of your webinar. And in part three, the third episode, we're going to look at the sale. So that by the end of this, you've got the framework, you've got the content, and you've got the sale down and you can create a webinar that converts like crazy.

So when you've listened to all three of these episodes, you'll know exactly how to craft a webinar that holds your ideal customer's attention all the way to the end and leaves them looking forward to working with you as a student inside your course or membership. This is part one, the framework. The framework is the big picture. Every webinar is a journey that you take your viewer on. And I call them viewers because just like a movie or a book, a webinar is meant to take people on a journey. When you watch a movie or you read a book, you kind of settle in for an experience. You're there for an experience. Now I want you to wear your sitting. If you're driving, don't do this please. If you're on the treadmill, get off the treadmill. I want you to close your eyes and picture your ideal customer. Picture them sitting behind their computer, getting ready to join your webinar.

And they are feeling a little bit, picture how they're feeling a little bit anxious, but they're also feeling a little bit excited because they are so acutely aware of the problem that they have and they're looking for an answer. They're wondering if maybe today will be the day that they finally get some answers to the problem they've been holding onto for so long. They turn their notifications off. They close their office door or put their AirPods in and they wait for you to come on live. They are your exact perfect customer. And you know the pain that they're in right now intimately because you've been there. You also know the pure joy of solving the problem they have because you've done it for yourself and you've done it for your other students, your clients, and your customers. You know for sure you have a great course. And you know that when the right person buys your course and they implement what you teach, then they get amazing results. And so you log into your webinar software and you see hundreds of people have already logged in and shown up live to hang out with you.

And they are ready to learn from you. And they're hungry for change. They are desperate for your help and they're ready to invest in the program that will help them fill the gap between where they are right now and where they want to be. And now you can open your eyes. And I'm going to repeat that last sentence. They are desperate for your help and they're ready to invest in the program that'll help them fill the gap between where they are now and where they want to be. And that right there is the difference between a webinar that tanks and a webinar that soars and converts hundreds of people to a course. A profitable webinar is designed to help people see that your course is the only way that they can get from where they are now to where they want to be. I'm going to say that again because I really, I need you to write this down. I'm going to have my team put this on a quotable and we can put it on Instagram.

A profitable webinar is designed to help people see that your course is the only way that they can get from where they are now to where they want to be. A webinar is not designed to instruct them, to give them things to do, it is designed to show them that your course will fill the gap between where they are now and where they want to be. So if where they are right now is point A and where they want to be is point B, what do we need when we want to move them from point A to point B? Because that is the content of your webinar, right? If the webinar designed to move them from point A to point B and leaves them understanding that your course is going to help them get the rest of the way, what goes into the webinar? What content do we put inside our webinar, on our slides, and in our presentation, in the language that we used to show them we can move them from point A to point B?

If you're thinking you need to teach them something, you're 100% wrong. You do not need to teach them something. In order to help someone see that you can move them from point A to point B, you need to demonstrate to them that you can move them from point A to point B. There's a concept for you. In order to help someone see that you can move them from point A to point B, you need to show them that you can move them from point A to point B. You do this by using language like making sure they understand that they are in the right place, making sure that they know that you are the right person to talk about this topic. So here are the seven things that... The seven... What will I call this? The seven check boxes. The seven different communication goals your webinar has as you move people from point A to point B. These are kind of like your checkpoints. Seven checkpoints as you move them from point A at the start of your webinar to point B at the end of your webinar.

But also as you demonstrate for them that you can move them from point A where they are right now to point B where they dream of being one day after they have implemented what you teach in your course. The seven checkpoints along the way in your webinar is number one, you need to identify that they are in the right place. Number two, you need to identify for them that you are the right person to talk about this. So establish your authority. Number three, you need to show them that you understand their problem. Number four, you have to give them a clear roadmap for how to get from where they are now to where they want to be. That's the hardest thing, but we're going to learn that next week. Number five, you need to show them that you understand where they want to be. You understand their desires. You understand why they have those desires. Number six, you need to show them that your online course will teach them everything they need to know to get the result they want. This is moving into the sales piece.

And number seven, you need to show them that what you offer is worth at least 10 times more than what they're going to pay for it. So those are the seven checkpoints. Those are the seven markers that as you build your presentation, you need to be able to go through and go, did I show them they're in the right place? Yes. Did I show them I am the right person to talk about this? Yes. Did I show them I understand their problem? Yes. Did I give them a clear roadmap for how to get from where they are now to where they want to be? Yes. Did I show them that I understand very clearly where they want to be and why it matters? Yes. Did I show them that my online course will teach them everything they need to know to get the result they want? Yes. Did I show them that what I offer is worth 10 times more than what they're paying for it? Yes. If you can say yes to all seven of these things at the end of creating your webinar, you have a winner.

So now that you have the framework for a webinar that converts, we'll unpack number one, two, and three a little bit more. And next week, we'll dive deep into number four, the roadmap for how to get from where they are now to where they want to be, and number five. Number five is showing them that you understand where they want to be. You understand their end goal. You get it. You've been there and you get it. And then in the third and final episode in this series, we'll then explore number six and seven, which is how your course will get them the results they want and how the value of your offer is worth 10 times more than what they're paying. So let's look at number one, two, and three. Number one is help them know that they're in the right place. I want you to picture for a moment you walk in on a group of 80 year old ladies playing bingo. Picture that. Look at the picture in your mind. What are you seeing in the room? What do you feel when you walk in?

What do you hear? What are the sounds coming out of there? Do you feel welcome? Do you feel like you belong? Do you instantly feel like you found your tribe or these your people? Maybe they are. Now picture you walk into a rave in the '90s. It's the '90s and you walk into a rave. What do you hear? What do you see? What do you smell? Do you feel like you belong? Do you feel welcome? Maybe you do. Maybe you don't. Or maybe picture you walk into a bookstore that has a coffee shop next to it. What do you smell? Coffee, yum. What do you see? What do you hear? Do you feel welcome? Do you feel like you belong? For me, out of those three scenarios, the coffee shop is the place where I feel most welcome and most like, "Oh, my place in this world is a coffee shop with a bookstore." Your webinar sign up page, your branding and the message they see before the webinar go live all helps set the scene for the webinar.

It tells them if this is bingo, or a rave, or a bookstore with a coffee shop. And it has to be purposefully designed to make sure that you communicate in your pre-webinar content who the right person is for this webinar. When they come to the webinar, you want to call out exactly who this is for and exactly who this is not for, and do not be shy to call out who this is not for. It's almost more important than who it is for, but you don't start calling this out on the webinar, because if you filled your webinar with the wrong people, you're going to lose half of your registrants. You start calling these people out, making sure that they understand who this is for from the get go. Otherwise, you're going to get a bunch of ravers show up to bingo, or a bunch of bingo players show up to a rave. So if you don't want MLMers, you have to be very clear about that from the start. Sorry, MLMers nothing against you guys. We just don't want you on our webinars because you don't buy.

If you sell something that doesn't work for anyone who makes less than a certain amount of money, you say that. When I have the webinar for The Launch Lounge, I say to them, if you are not ready to spend a thousand dollars on ads, this webinar is not the right place for you, because you're going to be frustrated and overwhelmed. Maybe it's more of a value. Maybe you say to people, "Hey, this is not for you if you take yourself too seriously." I've been on webinars where people said, "Look, we like to have fun. We like to laugh at ourselves. And if you are one of those serious people who's going to point out every mistake and who's not going to have grace for yourself or other people, this is not for you." I have one where I might have a little pet peeve about saying please and thank you. I mean, seriously people. How hard is it to say please and thank you?

And so when we work with clients, one of my conditions for accepting them is, did they say please and thank you in their emails? So don't be shy to really call out who this is for. And who this is not for is almost more important than who it is for. Start with who this is not for, and then invite those who it is for even closer. There's kind of a psychological thing to first establishing all my... I want to say a communal enemy, right? I don't like terminology, communal enemy, because nobody's our enemy. It's just you do you boo. But over here, this is how we do things in my community. We do things this way and this is who it's for. And it works for people who do things this way. And if you don't, that's great. You go do it somewhere else. And no judgment, it's just not for you. But there's a psychological bonding that happens when you first start by saying who this is not for and you exclude them and then say, "Okay, great, awesome. Those of you who have stayed, you belong. You're in the right place."

And so you'll use language like, you are going to love this if, or you'll get the most out of this training if, or if this is you, then you're in the right place. And then you bullet point a few things that you're looking for. Don't be afraid to be controversial. Put a stake in the ground. Stand up for who you want. All right. So that's number one. Number one is call out exactly who is right for your webinar. Number two, show them you're the right person to talk about this. Now this is where we're going to build social proof. This is where, when people come to a webinar, they're kind of still a little bit hesitant and they're coming with a lot of reservations. And this is where you're going to say... Your job in this second phase of the webinar is to demonstrate to them that you have experience in this. Now sometimes I've been on webinars where people harp on about their story and they harp on about their experience and they harp on about all sorts of things. And I'm like, it's like 20 minutes in and they're talking about themselves.

My advice to you is keep it short, keep it punchy. Use a short story. Develop a story, your own story. But the way that you tell your story is you tell it like a hero's journey, right? You have to study the hero's journey. And you tell that story from the perspective of what you struggled with and how many things you tried, because surely you tried a lot of things, and all the obstacles that you had to face, and then how you came to discover the key to success. That is very important. It's very important that you show them you were where they are at now, that you show them, give them social proof of the fact that you are now where they want to be, but also make sure the middle part of this story shows them the struggle and it introduces the key learning, the thing that was the thing that made the difference for you. Give it a cool name.

You discovered that these three things are what was missing all along and nobody else teaches these three things and it's because nobody else teaches it that it took you so long to discover it. But once you discovered it, it made all the difference for you and that's what you're going to teach them in the webinar today. So whatever the epiphany is, whatever the aha moment is, if you can show them that aha moment is the thing that you'll teach on the webinar, that made all the difference for you. And that's why when we create webinars, the three secrets, or the five little known things, or the three most commonly misunderstood some things, or the three keys, or the three... That's why it works so well. There has to be some element of a discovery that you made. Now where people go wrong in this section of the webinar is they only show their own credentials. They only show, I've done this and I've done this and I've worked with this person. And then I got these numbers and then we made these results.

And that really only appeals to your logic. We do not want to appeal to people's logic too much. We want to appeal to their emotion. We want to build relationship with them. And the thing that builds relationship with them, the thing that makes them relate to us is story. So tell your story as if you are your ideal customer and show them how you struggled with the same things they are struggling with now, show them how you've been able to create the success that they really want. Use examples. When you show the success, this is where you pull out the numbers. This is where you pull out the who's who in the zoo that you've worked with, or the results your clients have gotten, or the results you got. You can have a look at the work of Donald Miller in StoryBrand. He did fantastic work on telling stories, setting up your brand as a story.

And you can also have a look at Russell Brunson's book, Expert Secrets. He dives really deep into that. Russell Brunson's Expert Secrets book is probably the book I recommend most often to most people about webinars. I've even bought copies for clients before. And then this key thing, this thing that you discovered, this is it's like the three secrets, or the magic formula, or the five little known secrets, or the three keys or something, there's something, that is the roadmap that gets them from where they are now to where they want to be. So when you go into teaching them these three things, what you're teaching them is the what, not the how. You teach them what you discovered, not how to do it. As soon as you or go into teaching them how to do a thing, their brains switches to a different mode. It switches to learning mode. And you want the brain to be in discovery mode. You want it to be in a storytelling mode. You want it to be in relational mode. You want them to relate to you as the person who is going to help them solve their problem.

So do not underestimate the value of showing them what made the difference for you versus how to do something. So after you've told them that they're in the right place, then you show them you've been in their shoes by telling them your story and relating that back to the before state that they're in now and the after state that you are living now. Then you move on to the body of your webinar, which is where you're going to reveal these key things that you've discovered as you created success in this area for yourself. Next week, we're going to look at what goes into this section of your webinar, this body section. Next week, I'm going to teach you exactly how much content to teach them in your webinar so that people leave your webinar knowing that they got a ton of value, but also feeling ready to purchase your course.

It is possible to achieve both those things. They are not mutually exclusive. And for them to know if your course is right for them. So join me next week when we continue this three-part series on creating high converting webinars. And next week's bit, we are looking into the juicy piece of webinars and I'm going to teach you how to create content in such a way that they leave going, "Oh my goodness. That was amazing. I can't wait to learn even more from her." Can't wait to see you on the show, hear you, talk to you on the show next week. Have a lovely week. Bye. 

Thank you so much for listening. If you had fun, please come back next week. And remember to hit that subscribe button, so you never miss a thing.