Monday July 11, 2016
When you're selling a coaching package worth a few hundred to several thousand dollars, it's important to give your clients a very good reason to trust you, desire your product, and decide that it's worth the time and money to enroll.
An automated webinar is a great way to do this, because it enables you to introduce yourself, prove your expertise by giving great value, and make your offer, without spending a huge amount of your personal time.
In today's blog post, I'm going to tell you how to:
- Choose a topic for your webinar
- Create a tantalizing gift to encourage people to sign up
- Create the script for your webinar
Let's get started:
How to choose your webinar topic:
Here are some criteria to use for choosing your webinar's topic:
- The best topic is a question, problem or benefit that's at the top of your potential clients' minds. They think about it frequently, and urgently desire to solve or achieve it.
- This question, problem or benefit is too big or complex to answer, solve or create in an article or blog post, but not big and comprehensive enough to make a whole program out of.
- The topic enables you to address something they're aware of, while also helping them to understand why they need your product.
For example, if your webinar is titled "6 Steps for Smart, Strong, Successful Women to Find the Man of Their Dreams", that addresses a desire that's at the top of many people's minds, and it also gives you the opportunity to educate them about the underlying relationship-blockers that they don't realize they have.
By choosing a topic that your clients already desire, you draw them to the webinar. By using the webinar to educate them about the underlying problems that they didn't realize they have, you draw them to your product.
How to create your opt-in gift:
The opt-in gift is a small bonus, like an educational video series or PDF, that your audience receives when they sign up for the webinar. This gives them extra incentive to opt in.
The gift should be something they can consume immediately, so when they get your email, see your social post, or watch a video leading to the opt-in gift, they can get it, use it, be impressed by it, and share it with their friends right away, while it's fresh in their minds.
As with the webinar, the opt-in gift should address a topic that your audience urgently desires, while educating them about why they need to take the next step.
To build on the earlier example, your opt-in gift could be a PDF titled "3 Reasons Why Smart, Strong, Successful Women Struggle to Find Love".
Start by giving a quick intro, explaining what they're going to learn and how learning it will improve their lives. Then, give a few quick, actionable tips that they can either get an "ah-ha!" moment from or put to use right away.
At the end of the PDF, give them a call to action. For example, "Now you know why you haven't found the love you were looking for. If you want to know how to solve the problems I just revealed, visit this page to sign up for my upcoming webinar."
The opt-in gift gets their attention and whets their appetite for the webinar, while the webinar gives them value and shows your credibility, while whetting their appetite for your product.
While the opt-in gift is a very valuable tool for getting people to sign up for the webinar, you don't need to delay releasing your webinar until the gift is made. Focus on getting the webinar out there first, then add the gift as soon as you have time.
How to create your webinar script:
Your webinar script should include the following elements:
- An introduction to the webinar, telling them what they're about to learn and how they will benefit from learning it.
- An introduction to yourself, telling them who you are and why they should listen to you.
This should include a brief version of your story, explaining how you or someone you know struggled with the same problem your audience has, and how you helped yourself or the other person to overcome that problem.
- An explanation of why they have their current problem. This is where you can demonstrate your understanding of their underlying difficulties, and help them to understand what hidden problems they have and why it's so important to solve them.
- Some useful action steps they can implement right away. This gives them instant gratification and immediate value, and makes them think, "Wow, if they're giving this stuff away for free, the paid program must be amazing!"
The free material should be highly valuable, but it shouldn't include everything they need in order to get the full results they desire.
If you need more help with this step, this article provides some excellent strategies for creating useful and easy-to-follow tutorials your audience will love.
- An explanation of what they'll get in the program, and how it's superior to or builds upon what they've already received for free. Don't say something ambiguous like "You can't get the whole picture in just this webinar; to get everything, you need my program". Give them specifics regarding what they still need, why they still need it, and how they'll receive it in the program.
- A specific call to action. "To sign up, click the button below to go to the signup page, and fill out your information." Or, "To book your free consultation, send us an email at (your email address), and we'll explore whether this program is right for you".
If your program costs over two thousand dollars, people will probably need a bit more interaction before they're willing to take the plunge.
In that situation, instead of directing them to a sales page, invite them to have a consultation with you, but give them the option to sign up right away if they're ready.
Do you want to create a webinar to attract more
high-paying clients to your business?
If you want to attract more clients to your coaching business, I'd love to help you create your webinar script, design your opt-in gift and landing pages, plan your launch, and attract people to your webinar.
Just send me an email at [email protected], and I'll get in touch so we can discuss your goals and see if we're a good fit.
Also, keep checking back on this blog, because in the coming Tuesdays, I'm going to tell you:
1. How to tell your story during your webinar, in a way that builds connection and trust and makes people feel great about signing up for your product.
2. How to record your webinar audio, edit it, and turn it into a video.
3. How to bring traffic to your webinar.
I look forward to hearing from you, and to sharing more great information in my coming blog posts.