129. Part 2: Creating High Converting Webinars

09 Nov 2021 | By Salome Schillack

Ever been ghosted by a webinar attendee?

You know the feeling. Someone turns up, is super engaged, emails you after to tell you how much they LOVVEDDD your webinar, and by this stage, you've already envisioned the next 12 months working with them. Let’s be real, you're daydreaming about which cocktail you'll first order with them at your first student beachside retreat, but then.....




You're left pondering….Was there something in my teeth? Did I not provide enough value? Should I have done cartwheels? 

If you've ever felt like this, I'm here to tell you… it's not you. However, it could have been your webinar content. You might be thinking, "Ummm, Salome, I literally gave out like 3 modules of the most game-changing, insanely valuable information for FREE in my webinar. Do they not understand what that's worth? It was packed with value. How. On. Earth. Did It. Not. Convert?"

Sound familiar?

You’re in the right spot. This week is part two of the High Converting Webinar mini-series and we are tackling content! 

When it comes to creating webinar content, there is a formula to turn those viewers into raving students; and in this week's episode, I reveal step-by-step what you need to include to have your audience sitting on the edge of their seats, credit cards in hands, just waiting in anticipation to sign up! 

Tune in to discover:

  • How to choose an unmissable title that commands your dream audience's attention.
  • Selecting the 3-5 things you're going to teach in the webinar that leaves them wanting more.
  • The secrets to building a roadmap showing how you are undoubtedly the best person to take your audience from where they are to where they want to be.
  • How to 'inspire' your audience to buy your course, rather than 'teaching' the facts.

PLUS so much more!

Let's banish the webinar ghosting for good and get your audience converting like CRAZY! If you haven't done so already, tune in to part 1: episode 128 and get up to speed before listening this week.  




P.S Finding this mini-series helpful? I would love you to send this episode to someone who is in the process of creating a webinar! Either on Instagram, Facebook or send this email straight to them. They will love you for it ;-)…and so will I!

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 129 of The Shine Show. And today is part two of creating high converting webinars. Today, we are going to look at the difference between a webinar that delivers facts and teaches content versus a webinar that sells like crazy because it facilitates a transformation. So stay tuned.

Giving up 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.

Hello. Welcome back. This is the second episode in a series of three episodes that I am dedicating to creating high converting webinars. And the reason I'm doing this is because man, or maybe I should say woman. I have dried too many tears of people who have spent so much money filling up their webinars with loads and loads of their ideal customers and then making little or no sales. And then saying to me, I got emails from people telling me how much they loved the webinar and how much they learned on the webinar. But why didn't they buy? Why did they not buy when they said they learned so much and they loved it so much?

And I'm guessing that if you are listening to this episode, maybe you're either thinking about creating a webinar or you have been in those shoes. Or maybe you have created a webinar that did convert. But you kind of still was left feeling maybe you were wondering, maybe I taught too much on the webinar. Maybe if I changed it up a little bit, I will sell more.

But then you're also a little bit scared of coming across as super salesy. So you want to make sure there is a good quality content in your webinar because you don't just want it to be one giant pitch face from start to finish.

So if that's you, then you're in the right place today. Because today, we are going to talk about the meaty of your webinar. The content piece, the piece where people usually share three, or five, or seven secrets, tips, or thingamajiggies that they feel people have to learn in order to make progress. And sometimes they take those three, or five, or seven things directly from their course modules. And that's kind of where you go wrong from the beginning. So today, I'm going to show you exactly how to create the meaty part of your webinar without overloading your audience with content.

At the end of this three part series, what I want you to have is I want you to have a structure to follow, to create a webinar that's going to convert like crazy. So in part number one last week, we looked at the framework. And if you haven't yet listened to part number one, the framework, I want you to go back and listen to that first. Because these three episodes follow on from each other. They build on each other. So go back, listen to episode number 128, and then come back here and listen to this one. And then next week, 130, we're going to wrap it up by talking about the sale. But today, we're talking about the content.

Now on last week's session, I shared with you seven things that your webinars should do. Seven goals your webinars should kick. Seven mile posts. Is that the right word? Mileposts? I feel like that's not the right word. Well, milestones? Milestones. What's the right word? It's not mileposts. It's milestones, and something posts. Seven posts, seven flags, seven thingamajiggies that your webinar absolutely needs to check. Seven boxes it needs to check.

The first one is you have to make people feel like they're in the right place. Look, any times humans come together in a space where they've never been together as a group before, the first thing we all want to know, the first fear we all want to put to bed is am I in the right place? Do I belong here? Who are these other weirdos hanging out with me? And is this where I should be? Is it safe for me to be here?

The second thing you want to establish in your webinar is that you are the right person to talk about this topic. You need some kind of social proof. You need some kind of authority. You need to somehow show your ideal customer that you have walked a mile in their shoes. But not just that you have walked a mile in their shoes, but also that you have overcome the challenges that they are still facing.

And then third one is you have to show them that you understand their problem. If they feel unheard, unseen, un-understood. I don't want to say misunderstood because it's a bit, not understanding them and misunderstanding them is two different things. They have to feel like you really know them. There has to be this kind of exhale moment where they go, "I found my person. This person gets the struggle. This person understands what I'm facing here."

The fourth thing you have to check, the fourth box you have to check is you have to give them a clear roadmap for how to get from where they are to where they want to be. You have to give them a roadmap, because your job is to show them that you are the person who can facilitate a transformation for them. That's number four.

Number five is you got to show them that you understand where they want to be. It's kind of a difference between somebody who wants to be a very successful business coach because they want to buy first class tickets, or they want to buy the newest Bentley, and they would love to be seen flying on private jets, and driving the fanciest new car, and having the latest, brightest, shiniest Birkin. Versus the person who wants to be a successful business coach because they want to help soulful entrepreneurs create more balance in their lives and tap into more of their inner peace. I don't know if that's a great example, but you get the picture. You understand the difference here. So you have to show your ideal client, whoever that is. And if it's the Bentley person, great. Just own it. If it's the Bali beach babe person, then great. Own that. But you have to show them that you understand where they want to be and why they want to be there.

And then that's number five. Number six is you have to show them that your online course or your membership, whatever you're selling on the webinar, you have to show them that your online course is going to teach them everything they need to know in order to get to that end result, in order to get to that end state that they want to be in.

And then last but not least is you've got to show them that what you are offering them is worth 10 times more than what you're asking in return, which is money. You're asking money in return. But you got to show them that what you're offering is worth at least 10 times what you're offering.

So those are the seven boxes every webinar has to check. And we started talking about the first three of those. We talked about the first three, that you're in the right place. You're the right person, and you understand their problem in last week's episode. And in today's episode, we're going to talk about the content. We're going to talk about the flashy piece, the biggest part of the webinar. And that's the part where you're going to teach them something. Or maybe you're not going to teach them something. Or maybe, you're going to tell them something. They're going to learn some things, but you're not going to teach them a thing. What is it going to be? Let me explain.

This class today is definitely for you if you've run a webinar that didn't convert in the past. It's definitely for you if people have sent you messages saying that they loved it, but they didn't buy. Or if you are currently selling from a webinar, but it's mostly your warm audiences that are buying. So it's mostly your true life fans. It's mostly people you already know because they interact with you inside your Facebook group, or they're very active with you on social media, or they were referred to you by somebody else where you're either a guest teacher or you're a prominent member of someone else's Facebook group. And you already know the people and they already know, like, and trust you. So you find it easy to sell to them. But for the life of me, you are not able to convert people when they come to your webinar from Facebook ads. So in other words, when they come to your webinar cold and they don't know who you are, and they have not yet experienced you the way your warm audience has, then they might not be buying from you.

I do have to give some credit here. So I will confess that I have taken, I want to say if there's a webinar course out there that I have not yet taken, I would be curious if there is. I buy them all because I love it. And I love seeing the difference between how people teach. But I will say that two people in particular have really shaped how I think about webinars. The one, you already know who I'm going to say. It is my girl crush, Amy Porterfield. She has shaped so much of what I believe good webinar content is. And if you are sneaky like me, don't tell Amy, but I transcribe her webinars. And I look at the way she uses language really specifically in her webinars. Don't tell her I do that. And maybe you go do that too. You didn't hear that here. Because she is really, really a master of using words really well.

The other person who shaped my thinking around webinars and around the content of webinars and the difference between teaching people stuff and facilitating a sale is Russell Brunson. And I think if my students inside A-Lister, but specifically inside The Launch Lounge, I think if you ask any of my students inside The Launch Lounge, if we turned me saying buy the book Expert Secrets by Russell Brunson into a drinking game, then the students in The Launch Lounge might all show up to our calls a little tipsy every week, because I think. Maybe if I had a dollar for every time I say buy Russell Brunson's Expert Secrets book, I would have more dollars than I have right now. Because I have told so many people so many times to get the book.

To the point where my students are now, I have the book always on my table. So when I pick it up and I show it to them and I'm like, "Get this book," a lot of them will just literally lift up the book from their desks and be like, "I already got it." That is really, really the best, best resource on how to create high converting webinar content. And now I want to give credit to Russell and Amy because pretty much, I've even taken Frank Kern's webinar course. I've taken, what's the other dudes name? There's a whole bunch of dudes that I've learned webinars from, but Russell and Amy just nails it.

So here is how you need to think about this. You need to facilitate, and create, and help the person on your webinar see that you have a clear roadmap for how to get them from where they are now, to where they want to be. Your job is not to show them that you know the facts. They assume you know the facts because you're an expert. And because you have proof, you have evidence of having the transformation they want in your own life. And you have evidence of helping other people, other students, or other coaching clients achieve the same transformation. So giving them facts will not help them see that you can help them solve the problem.

I want to say that again, because you need to write this down. You need to really know this. This needs to permeate your skin. Is that the right word? I don't know. What's with my English today? It needs to sit in your bones.

Facts do not facilitate transformation. They need to see that you can facilitate a transformation for them. You need to help them identify a roadmap from where they are to where they want to be. That is your job on the webinar. If you are not helping them see that you have a roadmap from where they are to where they want to be, what's going to happen is they are going to listen to your facts on the webinar. And they're going to say, "Wow, this was great. Thanks. I learned so much." And then they're going to go and buy your competitor's program. And you don't want that because I know yours is better.

Now this roadmap that you're going to create for them, it starts with answering three important questions. And these three questions comes from Russell Brunson. I learned this from Russell. He talks about the three biggest objections that they have. And the three biggest objections are the objection to the opportunity, the external objection, and the internal objection. I'm going to say those again. The objection to the opportunity, the external objection, and the internal objection.

Those three main objections, if you can overcome those three main objections, then somebody has to say that not somebody, the right person, your ideal customer, the person who's absolutely perfect for your course or membership has to say yes. And has to see that your course is right for them. The objection to the opportunity is the thing that they can say, "Yeah, sure. But that's not really a thing." Or, "Yeah sure. But it doesn't really work."

So in my case for example when I'm selling A-Lister, A-Lister is a course that teaches how to find your audience online and make your first sale to them using Facebook and Instagram ads. The opportunity, the tool is Facebook and Instagram ads. So the objection to the opportunity in my case might be Facebook ads. They come to my webinar curious about using Facebook ads. They come to my webinar desperate to find a different solution other than social media, because they're tired and hustled out. But they're not yet 100% sure or sold on the opportunity. And that opportunity is Facebook ads.

If I was selling a course that taught you how to create a flower selling business from growing your own flowers, then the objection to the opportunity might be something else. I'm going to use a few different examples here. So we've got Facebook ads is the one. I'm going to use a few different online courses that I could think about to help you understand these different objections.

Planting flowers on a small block of land, and then turning that into a business. That's the other example I'm going to use. The next example I'm going to use is an online course that teaches you that there's money in food photography. You can take photos, beautiful photos of food and turn that into a business. And then there's the one that they can, of course that teaches you that you can launch an online course and turn that into a business. And the last example that I'm going to use here is if you have a handmade business. It's like handmade businesses, people who sell things at craft markets and fairs, let's say you sold a course that helped them get online.

So you see how Facebook ads is the opportunity. Creating a little flower business from a small block of land, that's an opportunity. Turning your food photography into a business is an opportunity. Creating and launching an online course, there's an opportunity. Taking your handmade business online using online marketing to sell your handmade products. There's an opportunity.

So anyone can come to a webinar with that objection. It's the, "Yeah, sure. But is Facebook ads really going to work, or can I really sell flowers and make money? Can I really take photos and make money? Can I really put my knowledge into an online course and make money? Can I really sell my handmade stuff that sells so well at the fair where people can touch it on a website?"

So those are all examples of online courses where the opportunity objection is the first thing that you need to overcome. And I'm going to give you examples of how we overcome them. Just bear with me. I just want you to first understand these three types of objections.

So the first type of objection you need to overcome when you develop your roadmap that you're going to teach on your webinar is the opportunity objection. The second type of opportunity, or the second type of objection that you want to overcome is the external objection. The external objection.

The external objection, I wonder if I'm going to ask you, and of course you can't answer me, but answer yourself this for a second. What is the most common? There are two most common external objections that we might sometimes want to pay attention to, and sometimes we just want to ignore it. What do you think? What do you think is the biggest external objection? The biggest external objection, you got it. It's, "I don't have money. This is going to cost me money."

Okay. So in the example of me selling A-Lister where I teach people how to build an audience online, find their people online, and make their first sale using Facebook and Instagram ads. The external objection could be, "But I don't have money for ads yet. I'm new to business. I don't have money for ads yet." So one of the secrets that I would reveal in my webinar, one of my three secrets that is part of my roadmap would be the secret to finding pockets of money for ads, even before you start spending that money on other things like software systems, or memberships, or design programs.

So I show people in the webinar how they're currently spending, how much they're currently spending on things like Kajabi, lead pages, click funnels, Canva, different online memberships, masterminds, all sorts of things that are bells and whistles that makes you feel good, but that does not get you any closer to money. And then I would use a story of one of my students who was saying they don't have the money, and then found the money. And then whatever the result was after they found the money by canceling some of these subscriptions, starting to spend that money on their audience. And then suddenly, their audience explodes, and then they're able to make money. And then they can go back to the subscriptions. The thing is without an audience, you can't make money. So a lot of the time we think we need all sorts of fancy equipment and fancy stuff. When in fact, all we need is an audience that can easily be obtained through ads.

So you see how I have taken that external objection, and I've acknowledged the objection. Because you can say, "Yeah look, it costs money." I'm not going to sit here and tell you that this is going to happen for free. And you definitely need to be aware that you're going to be spending money on ads if you're going to come into this program. But if you're worried, like maybe I was, or maybe like one of my other students were that you don't have money to spend on ads yet, let me reveal the secret to you. And then I would show them like I've said, how you have hidden pockets of money in your business. But I'll also show them how the algorithm is dead, the organic algorithm. And pretty much not using money is no longer an option for new entrepreneurs. It is no longer an option to build our businesses for free.

So the question I have for you is do you think learning this is valuable to them? Do you think someone who sits on a class and goes, "When I came to this, I thought I didn't have money. But now I'm actually seeing that I'm wasting my time posting on social media every single day. I should just put $25 a day list-building or $5 day on engagement ads. And that's going to build my audience so much faster. And I've seen all these examples of other people who've built their audiences, and then they've made some sales. So maybe there's something here."

Do you think the person who just learned all of this things didn't learn something? If you think they did not learn something, then the temptation is to want to go, "Well, hang on. Let me teach them how to set up an ad. Let me go into the ads manager and teach them which buttons to press and which levers to pull, because then I can show them that I can teach them something." But the thing is once they've seen you do it, you haven't empowered them. What is the old saying? Give a man a fish and you feed him for a day. Teach him how to fish and you feed him for a lifetime, right? So we want to teach them how to fish. We don't want to give them a fish. If you teach them something practical on a webinar, you're giving them a fish. If you reveal a secret about how they need to change the way they're thinking about something or change their strategy about something, you're teaching them how to fish.

So if we think about the example of the flowers, right? They might use something like you start with one packet of seeds. So the external objection again might be, "Well, I don't have the capital to outlay a big farm, or to plant seeds on a big farm." But the external objection, the way you overcome it could be you can literally start in your backyard with one packet of seeds. And within two seasons, you'll have a whole backyard full of flowers that you can sell to your local shop. And then you substantiate that by telling stories and showing testimonials of actual students who have done the actual thing.

For the food photography, the objection might be, "Oh yeah, but where am I going to get my first client? I don't even know anybody." And the objection can be, "I learned, I discovered that with the right pitch strategy, you can get your first paid gig from a local restaurant by taking the local restaurant." Go to your local restaurant, find one with an ugly menu, have the right use my pitch strategy and do it for free. And then use their menu as your portfolio. So you see how you overcome the objection where somebody says, "Yeah, but nobody's going to pay me for taking photos." You just go, "Well, there's a restaurant somewhere in your local area with an ugly menu. You go help them out and you use that, and you can use our pitch strategy to make sure you get in." And that's another secret that you discovered, right? You discovered the secret of the ugly menu photography. And that is how you got your first job.

For online courses, you can show that anyone can launch an online course if you know the right type of course. So some people might want to do a workshop. Other people can create a mega certification. And it just depends on where you're at. So you might say, "Well, anybody can really create a course." And the type of course will depend on where you're at. So if you know which type of course is right for you, then that completely dissolves the objection that I don't have a course inside me. I don't know what I can teach. So you teach someone what's the right course.

And suddenly everyone goes, "Oh, hang on. I can do a workshop about organizing my pantry. Because I've just done that." Or, "I can do a workshop about finding the best orthopedic shoes, because I've just done that. I've just been through that." Or researching the base school for your special needs kid. Maybe you can do that. There's all sorts of things that suddenly you go, "Oh well if it's simple and I can do a workshop, sure anyone can do this."

And then for your handmade business it's the, your online handmade business will boost sales when you sell at craft fairs, because maybe the external objection is, "No one's going to come to a website. They want to see me at the craft fair." And you can say, "Well actually, you're still going to be at the craft fair." But suddenly, having a website is going to make you look legit, and they're more likely to come and buy you. Or if you have a website and you create regular content, then more people will come and look for you at the craft fair.

For every single one of these objections, you're going to use stories from your own life and stories from the lives of your students to demonstrate the success of your secret that you are revealing.

So let's just recap a little bit before we move to internal objection. You're busy creating this roadmap. The roadmap is all about the secrets you discovered, or the keys you learned, or the commonly misunderstood things that you're going to reveal the truth about. And those things typically are three, five, or seven things. I like three because it's easy and I can get through it in an hour. And then those three things typically relate to either an objection about the opportunity, an external objection, and an internal objection. And your job is to overcome those objections, and to use stories from your own life and from the lives of your students or coaching clients to demonstrate what happened before they discovered the secret, and what happened afterwards. And the learning happens automatically. Because when you teach someone the what, they learn more than when you teach them the how. How is a lower quality thing to teach, because it only gives them a fish. Teaching them the what teaches them how to fish.

Okay. So finally, internal objections, right? Internal objections are tough because they're usually hidden away. They're usually the things we don't think about, or the things we are afraid to admit to ourselves. So the internal objection I have to overcome when I'm selling A-Lister is, "But I am not good with technology." That's often one. "I'm just not really great with technology." So the way I overcome that is by saying to them, "Well with my strategy, I discovered the $5 a day engagement strategy. And you can literally take one of your social media posts and turn that into an ad that's going to build your audience for you for $5 a day." And I show them how super easy it is to set it up. And then I know they're good to go. And I can say to them, "You're not going to need an army of geeks. And we're going to take it step by step. And we're going to start with the easiest ad, which is just a social media post you're going to turn into an ad. So if you've ever boosted a post and you got that right, then you can do this too." And then they all of a sudden go, "Oh yeah, hang on. I've done that a few times. So if I can boost a post, I can create actual ads? That's fantastic." Now I've overcome their objection.

The internal objection for the flowers might be you give them a script for selling your flowers to your local grocery store. And you can say to them, "All you need is one customer." Because if you're planting flowers on a small block of land, you don't want 700 different people to sell your flowers. Maybe you want your little road stall, you want your little side of the road thing, and maybe you want one of your local grocery stores. So you can say, "Well, we've discovered the perfect script for approaching your local greengrocer," or whoever, "Where you can then sell your flowers."

For the photos, the internal objection could be, "I'm not a good enough photographer. I just don't know how to really take great photos that's going to sell." And you overcome it by saying something like, "Well, we've got the pro photography checklist to ensure that we get your best, best photos. So you are not going to be left out in the cold. We discovered that as long as we follow this checklist of things when we're taking photos, and we check that we have thought about all these things, then we actually end up taking really good photos." And again, you can use before and after stories of students. Someone before they had the checklist and after they had the checklist, and how much their photography improved, and whether or not they were able to then build a business with it.

The next one is, "I don't know what I can teach anyone else." So that's the internal objection for online courses. And you can talk about the different ways that you can identify your strengths and then turn that into a course that people will pay for. And this is especially powerful if they've already done the exercise on what type of course is right for them.

And then finally the handmade product. Again, if you're helping people set up anything online, tech is likely to be an objection you might come across often. But again, you can say something like, "We discovered how super easy it is to use Shopify. And we're going to give you a theme to help you set up and save time that you can just copy and paste so that you have your own setup already done."

Now I want to remind you again, each of these objections as you go through them, you're going to use stories of students, stories from your own life, stories of clients, any stories you can use to show them rather than just tell them about it. Don't tell that you want to tell them what the secret is, but you also want to demonstrate it with stories.

So I wonder if you can see that when you take someone through this, that they actually do end up learning something. When you're on a class like this, did you give value to your students? I think you'll find that the answer is yes. And did you also while you were giving them value, provide them with a profound vision of a new possibility for themselves and for their lives?

If you build it in such a way that your three secrets, or five mysteries revealed, or seven doors unlocked. If you build it in such a way that they can clearly see you know where they're at now, and you have a roadmap for where they want to be, and there are specific milestones that they need to hit as they move through this journey, then they can only say yes and buy your product.

So now after we've spoken about all of this, you know how to choose a title for your class or your webinar that will help your attendees, know what you're going to reveal or teach. It's the three things, or the five mysteries, or the seven secret doors, or the three commonly misunderstood things about something and how to fix it.

You also know how to choose the three to five things that you will teach them. Remember, opportunity objection, external objection, internal objection. And you know how to turn those three to five things into a roadmap that takes them from where they are to where they want to be.

You also know how to teach them without teaching them how to content. It's very different showing them that you discovered that there's a secret, there's a specific way to pitch your services as a photographer to a local restaurant versus saying, "You have to change the setting on your camera from this to that, so that you compensate for the lighting. And that's how you achieve the bright and light look." That just speaks to their logic. It does not speak to the roadmap you're trying to build from where they are to where they want to be.

So now it is over to you. Your work, you have some homework. Your work is to go home and think about whether or not you're creating the roadmap for them. Are you revealing secrets that will overcome their objections? And are you using sales, or are you speaking in terms of creating a different place for them with your current students?

Next week, we are going to land this plane. Next week, we're going to talk about the sale. Now this is usually where people go all eerie, and icky, and weird. And I'm going to show you exactly if you've done this first bit right, how to just move them from the one section into the next section. Because if you do this meaty bit where you create the roadmap for them, then the sale is really super easy. And how you transform from the content piece to the sales pitch piece becomes really easy.

So tune in, and I would love it if you would share this episode with just one other person. Someone in your mastermind or someone in a group you're in who is currently struggling to get their webinar up. Share this episode with them. Share it on Instagram, Facebook, or on email. And I would really appreciate that. All right, my friends. I will see you again next week when we finish up this three-part series about webinars. 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!