130. Part 3: Creating High Converting Webinars

16 Nov 2021 | By Salome Schillack

Ready to become a grand master of high converting webinars? It’s the FINAL part of the high converting webinar series! So far, you've got the winning webinar framework, you know how to curate content that converts, and today it's time to land the plane. 

Let's talk sales......

By the end of today's episode, you'll know the exact formula to sell ANYTHING on a webinar.

  • Without feeling like a greasy salesperson.
  • Or some sort of con-artist. (even though you know  your course is full of seriously good stuff)
  • Or feeling your face go a little warmer when saying your prices.

Most people are super comfortable with the webinar content thing, but then it hits the sales bit, and suddenly the vibe changes. It can feel icky, creepy, and downright uncomfortable…...for everyone. 

But it doesn't have to be this way!

Believe it or not, there are people out there who are invigorated by the sales part of their webinar (Exhibit A - me!). It's effortless. It's exciting. It's….dare i say……....FUN!

And it can be the same for you too!

I've been in my fair share of webinars, and I've seen it all. From webinars that go very very wrong, and webinars that blow the roof off and create MIND BLOWING momentum!

And today, I'm sharing the exact framework for nailing sales and getting the audience saying…. HELLS YEAH, I WANT THAT! 

In today's episode of The Shine Show, you'll learn the proven formula for ick-free sales that will convert sales like crazy!

You'll feel cool, calm, and confident knowing how to smoothly breeze into the salesy part of your webinar where you PROUDLY announce your prices without feeling hot in the face.

Today on the show, we’ll run through:

  • The simple sales framework for converting like crazy
  • The exact word for word script to use that will get you the results you're dreaming of (access to the transcript is at the bottom of this page).
  • How to handle & minimize the number of inevitable refunds that come your way
  • How to make your audience see the value of what they are getting in the course is worth ten times more than what they are paying 
  • The language you MUST include to attract an uplifting, positive, inspiring community (and the words you need to stop using, like yesterday, that might be unintentionally drawing in the exact opposite.)

And so so much more.



P.S I would love to hear your thoughts on this episode! What has been helpful? What will you be taking away? What else would you like to learn about high converting webinars? Jump over to my Instagram and send me a DM.

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!!


175. We’re Taking A Break. Here’s Why And How You Can Do It Too


174. Some Thoughts On Making Lots Of Money


173. 3 Reasons NOW Is The Best Time To Start A Digital Courses Business with Amy Porterfield


172. 25 Biggest Lessons In Online Marketing I Learned From Amy Porterfield


171. Social Media: One Thing That Makes All The Effort Worthwhile


170. How to Choose the Right Name for Your Online Course


169. Content Planning For Posts VS Content For Your Course And Launches


168. Managing Your Money As A Small Business Owner with Darcie Milfeld


167. 3 Lies You Were Told About Hiring An Ads Manager


166. How To Create Your Online Course Faster with Gina Onativia


165. The Only Way Low Dollar Offers Are Working Today


164. New Ad Targeting Options That Are Working Now

Hello, and welcome to episode number 130 of The Shine Show!

Today, we pick up where we left off last week talking about creating high converting webinar presentations. And you are going to want to strap in for this one, grab a pen and a piece of paper because there's a lot of content about to be dropped on you. It's kind of ironic that I'm teaching you how to create webinars without dumping content on people by telling you about webinars where I'm dumping content on you. Grab a pen and a piece of paper, sit down, you're going to want to write this one down.

All right, I will see you inside the episode.

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.

Hello, my friends, my webinar fundis, my course creator mavens. Hello, hello. I hope wherever you are, you are well. I trust that you have already listened to Episode 128, part one of this three-part series where we unpacked the framework of a high converting webinar presentation. And then in episode number 129, we looked at the content part, the chunky meaty bit in the middle, where we tend to over-deliver on content. And I showed you the difference between giving people content and taking them on a journey to discovering a roadmap from the state they are in right now that they feel they would rather like to move out of, and to the state that they want to be in, the dream that they want to accomplish, the problem that they want to solve, the thing that they're coming to you to.

Now, a lot of people often say that they're very comfortable with doing the content piece of the webinar, and then when they move into the sales part of the webinar, it suddenly becomes really weird, really weird, and they start falling over their words, it's like you can almost feel the creepy vibe suddenly come in. And you know what? The sales part of your webinar should really be as effortless as inviting a friend to a party at your house. It should feel light, it should feel invigorating, it should feel like you're hosting the best party of the season.

You have hand-picked the friends you're inviting to this party and you can't wait to blow their minds with the beautiful invitation that you're sending them to, and you really hope they accept, and you're going to pour all your love and your energy into the invitation to your party so that when they get the invitation, when they're unwrap it, when they open it, they buy into your vision for what this party is going to be and they are excited, and their immediate response is, "Hell's yeah, I want to come to this. Yes, I will dress up in my fanciest frock. Yes, I want to show up for that delicious food. Yes, I want to be there with all these other fabulous people. Yes, I want to come see the live music." think about it. Think of it as inviting them to the best party of their lives, because it really is.

The only time selling something is creepy is when you are unsure of the value of the thing that you're selling, or you're unsure of who it is for exactly, or you're trying to push something on people who don't really want it. But that is not what happens here. What happens here is we create mind-blowing value for our students, and then we get really super clear on who our ideal customer is, and we only invite the right people to this party, and they have no choice other than to say, yes, to come to the party. So, today, I'm going to talk about the sale and I'm going to help you see how you can really package this invitation to them in a way that they want to do it.

Now, I've already said you need to grab a pen and a piece of paper. If you haven't listened to the first two episodes, please go back and listen to the first two first. Then the other thing is, if you're driving, or you're on the treadmill, or you're out walking, and you don't have a pen and a piece of paper, don't worry about it, just come back to it later, because I'm going to be almost scripting some parts of this. And lucky for you, my amazing team transcribes every podcast that I do, and so every word that comes out of my mouth will be in the transcription on the show notes page. So, if I say something in a specific way, and you're like, "Oh, how did she phrase that again?" Because sales language, it's not a natural way to speak, but it is an effective way to speak in such a way that it makes people look forward to coming on the journey with you.

So, some of it, I'm going to just script some of it, kind of speak the language, and if you want to grab some of my language, you might just come and grab the transcription and save some of it, and then of course, massage it into your own language.

All right, so I want to recap episode 128. We talked about the seven parts of every webinar, we talked about, firstly, you need to make sure they know they're in the right place. Secondly, that you are the right person to talk to them about this, so you're going to establish your authority. Third, you have to show them that you understand their problem. Fourth, you have to create a clear roadmap for how to get from where they are now to where they want to be. Fifth, you understand where they want to be. They need to know that you understand where they want to be. Number six, that your online course will teach them everything they need to know to get the result they need or they want. And seventh, you're going to show them that what you offer is worth 10 times what they're going to pay for it.

In episode 128, we looked at number one, two, and three, and 129, we did number four and five, and in this one, we're doing six and seven.

I want to go on a quick rant here, not a rant, maybe a tangent, a side road, I want to interrupt myself a little bit here. Now, I don't believe that there is such a thing as a rant because I think the rent is sometimes the thing that makes the point land, but I'm going to make my little rant anyway.

When we, in marketing language, talk about the pain people are in, I want to make it very clear that there are two ways that you can address the pain people are in. You can address the pain they're in in a disempowered way, like telling them they are stuck. You've heard people say, "I work with entrepreneurs who feel they are stuck." It irks me. You're never stuck, you just don't know which way to go yet, haven't yet found the way to go. And then there are very empowered ways to demonstrate to people that pain place that they're in, and it might not even always be pain. If you're selling art or if you're selling self actualization, they're not in pain, they just have a desire and they're willing to buy for that desire.

I recently added a thing with my team where we looked at the best video ads of... we were just looking for great examples of video ads, and I came across the old QuickBooks ad by the Harmon Brothers. So, if you haven't seen this, do yourself a favor, go to YouTube, search for the Harmon Brothers. It's H-A-R-M-A-N or O-N, I can't remember... Harmon Brothers QuickBooks ad, just search for that. They also did an ad for Russell Brunson and for the 30-Day Funnel challenge, that is worth watching, and they were the guys who did the original advertising for Poo-Pourri, the spray that makes the stink go away. So, do yourself a favor, go to YouTube and search for the Harmon Brothers' ads. If you're an advertising geek like me, then you geek out on those sorts of things all day.

Now, the QuickBooks ad is the example that we unpacked a little bit, and it starts with this beautiful woman lying in a bubble bath, and she looks like she's relaxing, and she starts and she says, "You thought I'm having a relaxing bath." And then she gets up and she says, "No, I'm fully clothed. I fell in trying to help my son..." and then her son pops up out of the bubbles, "get his water gun out of the bath," or something like that. And it continues then to show this mum who is doing a great job but also doing a real job. Like she saves her child from jumping out the window, her kids run amok, she has washing everywhere, but she's smiling, she's loving life, she's loving it, but she's saying, "It's not glamorous, let's stop pretending it's glamorous."

And it's so beautiful how they showed the pain state. I'm going to continue to call it the pain state until I can find a better word, because that mom's not really in pain, but she does not have time to create photo books of her kids because she lives a real life. She just wants to have the memories saved in a quick, easy way, which is what QuickBooks does.

So, just pay attention a little bit, when you're looking at other people's marketing, at empowered and disempowered pain states that people talk about in this before state, because there are empowered ways to do it. And if you are somebody who wants to lift people up and you want to attract people to you who are resourceful people, who are positive people, who are uplifting people, keep your pain state stuff positive, keep your pain state stuff empowered, and be careful to assume that because I say pain state, that it means you have to talk about people being stuck, or overwhelmed. I have a pet peeve with the word overwhelm in any copywriting. If the word overwhelm appears in your copy, you need to work harder. Overwhelm is a very blah overused vanilla word. So, have a little bit of fun with the pain state and be specific. All right, rant over.

Okay. Now let's talk about selling on a webinar. If you've ever felt creepy or icky when you were selling on a webinar, you will love today's content, because I'm going to give you a process to follow and the exact language to use when you sell your course or your membership. You should walk away from this episode feeling really confident and clear and knowing how to manage that transition into sales and you will become a master at selling on a webinar if you follow my structure that I'm going to give you today.

So, let me start by giving you the big picture. I'm going to give you a framework with six elements that has to be in this sales pitch part of your webinar. Number one in this framework is the transition, the transition from teaching your content or your roadmap, from telling them about your roadmap, into your sales pitch. The second part is the why and the who, the why and the who. The why you want this and who this is for. The third one is the value stack. It's my little secret that I learned from Russell Brunson. The fourth one is the price. The fifth one is the guarantee, and the sixth one is the close and the Q&A. So, number one, transition number two, the why and the who, number three, the value stack, number four, the price, number five, the guarantee, number six, the close and Q&A.

Let's talk about number one, the transition. The transition is all about transitioning from your roadmap where you were using stories of other people that had implemented one of the three or five or 10 secrets that you discovered into asking for consent to selling to them. I am a firm believer in when you ask for permission from the get go, nobody is annoyed that you're selling to them. Don't hide the fact that you're going to sell to them, you can even tell it from the start. So, coming out of your roadmap, you've shared your three secrets and you've demonstrated how you discovered your three, or five, or 10 secrets, and how you've been able to help others achieve the success using your roadmap, so now you're going to do the transition. And here's what I would say. I'm quoting myself now. This is the part that you want to write down or copy and paste.

So, now you know secret number one, the XYZ secret, and you've seen how this can help you achieve whatever benefit you need to achieve just like it did for whoever's story you told. You've also learned secret number two, the ABC secret, and how doing it, or doing this, or implementing it can unlock... insert other desire that they want or benefit... just like it did for... insert person who you talked about. And then you'll do the same kind of sentence for each one, so each of your secrets. So, you want to go over like, almost recap your secrets. You've got secret number one, here's what it did, you know this now, you know that it gets you the result you want, make sure it's a benefit, and just like it did for XYZ. So, you're almost reminding them again of your secrets and how it has helped a lot of people get the results that the person in your webinar wants.

Now, I'm going to continue. If you want to create results just like person number one, two, and three, and if you're ready to take action just like... whoever else's testimonial you had... and start creating whatever it is that they want to create, so that you can... and then insert whatever life outcome, bigger life outcome they want. This is usually where you link it back to they want freedom, or they want energy, or they want to spend more time with their loved ones. It usually links back to some form of love and connection. Okay.

Continuing my little script. And if you're ready to say yes to you and finally take the action you need to take with all the support that will help you get the results you want, then I would like to share with you how you can take these three secrets you learned today and apply it and take it to the next level. My online course... insert awesome online course name... does just that, and if it's okay with you, I'd love to tell you more about this course. Type yes in the comments if you would like to learn more about awesome online course.

So, what have I done there? I've reminded them of my roadmap, I've reminded them that the secrets in my roadmap gets them the benefits that they want, and I've reminded them that I've done it for other people when they uncovered these secrets. I have linked the secrets with the people and the benefits to my awesome course and I have asked for their permission to tell them about it. And the other little bit that I did was I got them to say, verbally to commit, to say, "Yes, I want to learn more about this." Because our brains are funny little things, funny, fickle little things. If we say yes to learning more, we are more committed to listening and paying attention.

Now, for somebody who's already on the fence even before you've pitched it, if you get them to actively say yes, they will just pay attention a little bit more, they'll just be that tiny little bit more discerning, which is going to help them either decide, "Yes, this is for me," or "No, this is not for me." Because we want people to be as clear in their decisions as we possibly can from the get go. And that doesn't mean they have to say yes, that just means we have to get them off the fence, just make a decision. Is it a yes or is it a no? Doesn't have to mean that we push them to yes, it can mean that we push them to no, which is just as beautiful an outcome as pushing them to yes. Okay. So, that was number one, the transition.

Number two is the why and the who. And in this little section, we're going to remind them of the future they want, we're going to remind them what they're ready for, and we're going to remind them why they showed up today. So, the goal is to remind them who this is perfect for. And this is as much about things, like where they're at in a certain journey, or milestones they are wanting to hit.

So, when I sell the Launch Lounge, this is usually where I remind them that this is perfect for you. If you've already got 1,000 people on your email list, you've already made $1,000 from your online course, and you're willing to spend $1,000 in ads. Those three qualifying criteria immediately... Now, I would usually qualify people before they get on the webinar too, because by this point, I don't want anybody going, "Oh, I'm not ready for this." But those three criteria, making it very clear, automatically makes somebody who does not qualify go, "Oh, no, this isn't right for me." Okay?

Or it might be something like, this is perfect for you if you've already lost the majority of the weight you wanted to lose and now you just want to lose the last five kilos, or something like that. So, there's some physical or there's some attributes that you can think about here like, what does the perfect student need to have in place already in order to succeed with your course? Don't have wishy-washy boundaries here. Make your boundaries super clear. There might be a voice in your head that goes, "Yeah, but if I let everyone in, then I'm going to make more sales." No, in fact, the opposite happens. Clarity in specificity is going to help you attract more of the best students. And when you have more of the best students, you get amazing testimonials, and you get fewer refunds, so don't be wishy-washy on your boundaries here. It's not for everyone. Be clear on who it is for.

But then you also want to eliminate by people's values and by how they show up for themselves. So, you might also say, "This is perfect for you if you're ready to take action, roll your sleeves up, and do the work." Or, "This is perfect for you if you've sat on the sidelines long enough watching as other people do things you know you can also do, you just have never taken the first step." See how it's all to do with them really getting into taking action and being the people you want as a student. Your goal here very much is to help them see that you're going to require of them that they show up for themselves and that they can get the results they want.

Okay. So, now you're going to transition into the course, and you've already now done the little bit where you say, who this is right for you, and now you're going to go, "And when you're ready to start creating XYZ result, then I want to introduce you to my awesome course." And after you say the name of your awesome course, the next thing is the promise that your course will deliver on. So, you got to remember you've just opened up a whole new file or a whole new tab in their brain when you drop the name of your course, so their brain immediately goes into curiosity. "What is this? What is this? What is this? What is this?" So, in that second, after you drop the name of your course, you need to insert a very clear promise of what your course delivers. And a promise is made up of a clear benefit that they want, and then you can say, "Without," and then you add whatever objection they have.

So, here's an example, for A-Lister, my online course, I say, "And when you're ready to start creating lucrative audiences and making your first sales, then I want to introduce you to A-Lister, the fastest way to build a lucrative audience and make your first sale online selling your online courses or memberships with Facebook and Instagram ads without wasting money or getting a tech degree." The two biggest objections I get is, "Facebook is a waste of money," or, "Yeah, but I don't understand because it's so techy and I'm not a techy person." So, I have to overcome those. So, it's the fastest way to build a lucrative audience and make your first sale online using Facebook and Instagram ads without wasting money or getting a tech degree.

I want to point something out here to you as well, is I didn't lead with the best way to create Facebook ads. Facebook ads it's the what. It doesn't matter. We don't lead with the what, we lead with the why. Why do they want this? Because they want the fastest way to build a lucrative audience and get their first sale online. That's why. The what is the Facebook ads, and then the objection is without wasting money or getting a tech degree. So, it's a promise plus overcoming the objection.

Okay, we're making progress. We're on to number three, and this is called the value stack. And this is where we are stacking what they get when they buy our course in such a way that they can see that the value of what we're going to give them is worth at least 10 times the price we're charging for it. And I want to recommend that you get Russell Brunson book called Expert Secrets. My students joke, they say if I had $1 for every time I tell people to get Russell Bronson's book, I wouldn't need to have a business, I would be so rich. Maybe I should get Russell to pay me for every time I endorse his book.

So, Russell talks about this value stack. It is basically one slide that you keep coming back to where you keep stacking what they get with the monetary value next to it, and you keep adding to it, adding to it, adding to it, adding to it as you talk people through it, so they can visually add it up in their own brains while you are going through it, and at the end of you going through what they're going to get, they have literally gone, "Yeah, that's worth that much. Oh, yes, I agree, that is worth that much money. Oh, and I can see how this is counting up to a specific dollar value. This is fantastic."

So, the premise of the value stack is that it is one slide that you keep coming back to over and over where you just keep stacking what they get and the value of it right next to it. So, first, you're going to go through your main course module by module, and when you go through module by module, I want you to be careful. Be careful to tell them what you're going to teach them in that module, because really, remember, they don't buy what they're going to learn, they buy what it's going to do for them. So, go through your modules one by one, but make sure you outline the benefits, you tell them, "You're going to learn this thing, learn this thing so that you can... amazing benefits."

So, for example, in A-Lister, our take module, I would say, "Master the take so that you feel confident when Facebook keeps changing things every time." Instead of just saying, "Oh, in module one, I'm going to teach you how to add the pixel to your website, how to create a custom conversion, and how to set up your custom audiences," which is all tech stuff that I am going to teach you, but they don't know, that doesn't matter to them. I know that that's what they need to get there, but they're just interested in why that matters. So, I'm going to say, module one, "We're going to master the tech so that you feel confident every time Facebook changes things or even if Facebook keeps changing things."

I also like to start those with a verb. There's magic in starting a sentence with a verb because it automatically moves people into action, it automatically helps them see, "Oh, we're going to take action, we're going to do something." So, go through your modules, one at a time, and then come back to the stack slide, and list your online course with six modules listed out there and add a value to it. So, let's say for a moment, the value of your course is $500, you're going to say, "You get the full course was all five modules, and the value of that is $500."

Next, you're going to want to list the support you get. Again, same thing with the support, benefits and outcomes. Why do they want to be in a Facebook group? They don't care that it's a Facebook group, why do they want to be? You get a community of people who are there to cheer you on, encourage you, and help you when you get stuck. Something like that. So, benefits instead of features. If it's one-on-one support, you say, "Have me hold your hand as you take every step forward," something like that. And then you're going to go back to your stack slide, and on your stack slide, you've got your number one thing on your stack slide is your online course. Next to it, it says the value of that is $500. You're going to list below that now, you also get the support. The value of the support is, let's say it's $1,000. So, now you have two things on your stack slide.

Next, you might start adding in other little bits like bonuses, or added templates, or anything that will show them that it's going to make it easier for them, you're going to save them time, or you're going to save them money. So, let's say the third thing is templates. And again, you're not going to call it templates, you're going to call it step-by-step guide to getting whatever it is that they want, and you'll say, "Swipe our step-by-step or swipe our easy to implement... fill in the gaps... copy," or whatever it is, make it as easy for them to understand and clearly outline the benefit.

And now you're going to go back to the stack slide again and you're going to state, at the top of the stack slide, you've got your course, value is $500, then you've got the support, the value is $1,000, now you've added the templates, value of that is, let's say, $97. So, now you add all of that up and you say, "If you add up all of this value, it comes to $1,597, but I'm also going to add in these amazing, incredible bonuses." And then you start stacking the bonuses. Bonus number one, whatever bonus it is, and make sure you focus on benefits. Show them how it's going to save them time. Bonus number two, this bonus is going to save you money. Make sure you show the benefits.

Bonus number three. Let's say that is your early bird bonus. Now, here's where you're really looking for those people on the webinar to buy. So, you're going to say, "This one is the early bird bonus. It is only available to those of you who have registered for this master class." Or you might say, "It is only available to those of you who are still here live with me, and if you buy this..."

Usually, Amy Porterfield calls it a fast action bonus. It doesn't matter what you call it. I don't think students or our audiences always know what a fast action bonus means, so early bird bonus, that makes a little bit more sense because that is a term that everybody's familiar with. Most people know what an early bird means. So, you might call it your early bird or whatever you want to call it, but make sure that people know that this is something that is really special and unique just to them because they're still here with you. And then you stack the value of that.

So, now you're going to show your full stack slide with the course listed as $500, the support is $1,000, the templates is 97, and then the bonuses. Bonus number one, value $100, bonus number two, value $500, bonus number three, value $900, and you count all of that up and you show them that the value of everything you're getting is $3,097. And then you say the following. "Now you're probably wondering how much this course is," or something along those lines. "Now that you've seen the value of this, you're probably wondering how much we're going to charge for this course today." And you might even then want to recap it. And then I say that while I'm on the stack slide. And so you make a point of the stack showing the 3097 total value, they need to see that visually, then go to a next slide and have on that slide only the number 397. Now, this is a hypothetical number. You're going to put the number that your value stack added to.

You're going to say, "You've seen the value of this add up to $3,097." And then your next slide is you're going to cross out that $3,097 and you can say, "We are not going to charge you $3,097." And then you might have another number that is lower and that they might think, "Oh, maybe they're going to charge me, let's say, $1,097."

So, then you might have $1,097 appear on your slide, and then you're going to cross that out and you're going to say, "Well, we're not even going to charge you $1,097." And then you say, "When you join today, you can get started for just $97 today, followed by five more payments of $97. To join now, go to myawesomecourse.com/join." So, did you hear how I said that? "When you join today, you can get started for just $97 today, followed by five more payments of $97. Join now by going to myawesomecourse.com/join." That works really well when you have a payment plan, right?

So, you've just shown them the value is $3,000, you've told them you're not going to pay 3,000, you've shown them it might even be 1,000, and then you've said, "No, you can get started today..." Make sure you say that if it is a payment plan, "You can get started today for just $97 today, followed by five payments of $97."

And then you might go to your full pay, if you have a full pay bonus, or even if you don't... Let's pretend for a minute, you're selling your course for 497 and you don't have a payment plan. So, then you literally go, you show the slide where it's 3,097, you cross that off, you show the slide where it's 1,097, and then you say, "You can join today and get started for just 497, and that gets you all of the things that's on there," or you just go, "When you join today, you can get started for just 497. Join now. Go to..." insert the link, insert the awesomecourse.com.

So, if you do have a full pay bonus, you would bring that out after you've done the payment plan. So, you would list the full paid bonus, tell them what it is and say, "Get XYZ bonus that will help you achieve amazing benefit when you choose our best value option, which is one easy payment of 497." So, that's the script you're going to use for that.

The next section you get to is the guarantee. You need a guarantee. I don't care who you are, you need to guarantee because the people who are going to run and buy immediately, they've already left, they've already bought, your phone is already starting to ping, PayPal is telling you you're making sales, Stripe is telling you you're making sales, SamCart and ThriveCart and all the things are telling you you're making sales. It is perfectly okay for you to have conditions with your guarantee. The best guarantee is the guarantee that removes all of the risk.

As some people are so bold in their guarantees that they would say money-back guarantee, I love a money-back guarantee, or I would say, "You can get your money back or there's a money-back guarantee for seven days, or 30 days, or however long you want to do that," and make sure that you have conditions and link to those conditions. And it might be money-back if you can show that you implemented the course work and didn't get the results. I like having conditions for that because it holds people accountable.

I will be honest and say that I have refunded people who have bought and didn't implement because they would say to me, "Well, I thought I was buying something completely different." And if they can justify it, I just refund people. I don't want any disgruntled miserable people in my world so I just refund them, it's no issue. If you worry too much about refunds, you're focusing on the wrong thing. So, create a money-back guarantee, if you can, and put a time limit on it for sure.

All right. So now you have announced the price of your course, you've told them where to buy it, they know that there's different payment options, they know that there's a guarantee, you're going to go back to your value stack where you show everything you get, but this time you don't show the higher prices, you just show the low prices, the two options they have, and then that is going to be your final screen, and you might even want to insert a testimonial in there. And then you're going to go into Q&A.

Now, for Q&A. Q&A is not open season on asking you content questions. If people come to your Q&A and they say, "Hey, I'd really love to know how to insert my pixel on my website." Clearly, that is a content question that is not going to help you move the sale forward. So, what you need to do in that case is to say, "And that is such an amazing question and I'm so glad you asked that question. I answer that question completely fully and show you how to implement it, how to troubleshoot it, and how to do whatever else you're going to do with it in module three of the course. So, when you're ready, go to myawesomecourse.com/join to start to learning how to get your pixel up." Whatever it might be for you. Of course, it's not going to be big questions for you, but I get those and then you just have to remind them that you teach that inside the course. Don't get caught out in going into content here.

The purpose of the Q&A section is to overcome objections, so what I want you to do is to write down all the questions you've gotten before on webinars, hopefully you have them. It's always a good idea to download the transcript of your webinar so you can see what people are asking, and then think about the questions they're going to ask you. Nine out of 10 times, those questions are going to be related to, "How much time am I going to have to put into this? What other tools and resources am I going to need? Do I have lifetime access to this?" And then it might be questions around the level of support that you get. So, make sure you prepare that. They might even ask you, again, about the guarantee, some of the things that you've already covered, but they were so busy buying the course that they forgot to pay attention.

So, that is it. Oh, my goodness. Are you still with me? Did you write all of this down? Are you exhausted? Do you need a break? Take a break. Come back to this episode as many times as you need to. I know it's been super content heavy, but to all of my listeners out there, everyone, I just had enough of the lack of transparency that there is around how to just teach sales content in a webinar. Too many people are still teaching too much content and not understanding the purpose of the webinar, and I am really, really looking forward to hearing your story of how these three episodes have helped you. Please let me know if it has. If you have a friend, or you're in a mastermind, or in somebody's mentorship or somebody's membership somewhere and you hear people complaining about people who have hosted webinars and everyone said they loved the webinars but nobody bought, then please come and send them to these episodes for me and for them so that they can learn how to create webinars that converts like crazy.

All right, my friends. That is a wrap on the three-part series about webinars. I hope you all have a lovely, wonderful week and I'll talk to you again next 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.