Webinar How-To: Facts Tell, Stories Sell
Great webinars tell a compelling story, rather than just listing facts about how great the product is and why it was created.
If you’re an online coach, or you sell courses, or a service, or a high-ticket item, chances are that you’ve considered using a webinar in your funnel before. The chances are also pretty good that if you’ve tried running a webinar already, it tanked.
Why? Because most people don’t follow a winning webinar formula.
Great webinars tell a compelling story. They don’t just list facts about how great the product is and why it was created.
Instead, webinars need to drive the personal story of struggle to victory. The following structure is one that I’ve seen convert about 20% on cold traffic across various types of sales funnels.
The Winning Webinar Formula
1. Define what the customer wants: What is the need that the customer would be coming to you for?
2. Define the three levels of the problem: The three levels are external, internal, and philosophical. Brands tend to sell solutions to external problems, but people buy solutions to internal problems. The external is the physical problem, while the internal is the way that problem is making people feel. And the philosophical is why that’s wrong.
3. Position yourself as the guide to the problem at hand: The prospect is the hero of the story. They know something is missing in their lives that they can’t solve for themselves, so they need someone to come in and help them along the way (i.e. the guide).
4. Give the customer the plan: The plan is all the value of what your product or service creates. The guide gives the hero a plan and that plan is what bridges the gap for the potential customer.
5. Call them to action: If you don’t ask your customers to buy from you, they won’t. You need to give them a clear reason on the WHY when you call them to action. The WHY correlates to how the plan is solving the internal problem that they are currently having.
6. Success Story: This is a good opportunity to share a success story of someone who took action and how it improved their life.
7. The Close: Share a personal story of how you arrived at this point and how you are looking to further guide the hero of the story to success.
