A few days ago, I spent 90 minutes going through a consulting client’s webinar slides.
They’ve got a good offer, a decent funnel, and they are looking to deploy 6-figures/mo in ad budget for their weekly webinars.
A few minutes into the dissection process of their webinar…
I saw exactly where they were gonna lose cash.
Today, I’m unveiling 5 changes I suggested to him that’ll prevent him from losing $$$.
For one of our clients right now, we’re holding 60-65% retention start to finish. And 65% of everyone still watching the pitch is booking a call.
That means 200 people at the pitch are 130 highly qualified calls in one week.
For this ONE client, our cash per webinar call is $1,000.
I’ll let you run the numbers with this one.
Last night, we ran a webinar for a brand NEW client.
67.2% retention rate. And a 45% book call rate at the pitch.
This NEW client is in a lucrative niche (no one is doing webinars in this space), but we’re still hitting similar numbers for him.
I checked the Typeform submissions last night, and yes, we’re going to print.
These are principles, and principles port.
Let’s get into it…
#1: Your FIRST 10 minutes decide retention, not your content
Most webinars start with crazy-ass promises, then 12 minutes of origin story.
The attendee sits there thinking one thing:
“What’s in this for me?”
Your prospects are naturally egotistical. They may not demonstrate it, but everyone biologically wants what’s best for them. This is marketing 101.
If you’re not getting people to commit…
And if you’re not always thinking about the watcher first…
You’re going to lose people.
We don’t start with mediocre-ass origin stories or crazy promises.
Within the first 10 minutes of our webinar, we have 5-6 micro-commitment touch-points.
Here’s an example of one we’re deploying right now:
“Before we kick things off, I need to know who’s actually in the room”
There are four options based on their customer journey.
Then we ask them to drop a number 1 to 4.
This makes them more ‘aware’ of their current state.
But on the next slide, we let them know:
“It doesen’t matter what number you dropped, everyone belongs here tonight. Here’s why”
And then we give them a sales argument on WHY they belong here with dream outcomes.
They’re committing to their current states and telling the room where they are.
Their self-identification is sticky throughout the entire webinar.
Now they’re not just watching a webinar.
They’re the person who belongs in the webinar.
#2: Getting attendees to subconsciously commit to their goals
Early on, before the mechanism and before the story…
We get attendees to subconsciously COMMIT to their goals.
“Write down the number you want to achieve and today’s date…
Don’t skip this. This is important.
When you’re done, drop it in the chat”
When we do this, the chat always goes crazy.
$150k. $250k. $300k. And so on.
This simple commitment makes them committed to what they want to achieve.
But writing the number down isn’t what does the work.
What does the work is the visualization.
When everyone drops their goals, we do a visualization activity.
“What would be the ONE thing you’d do differently knowing you’re making that number?”
We get them to think about it deeply and ACTUALLY imagine themselves living this life.
They start answering what they’d do differently.
Buy a home. Move their parents out. Invest in a brick-and-mortar business. And so on.
Now they’re NOT just sitting through a webinar.
They’re spending the next moments visualizing a specific version of their life, over and over, in increasing detail.
When we make the pitch, we link back to this number.
There’s perfect congruency throughout the entire webinar.
#3: Overcoming REAL doubts throughout
Most webinars save objection handling for the pitch.
But doubts don’t wait until the pitch.
They’re live from minute ONE.
When someone sits through your webinar, they’re running with subconscious commentaries in their head.
“Does this apply to me?”
“Is this even allowed on that platform?”
“Do I need experience for this?”
Every section of your webinar is competing with that internal dialogue.
So we kill the doubts throughout.
Before any value gets delivered, we overcome doubts.
Then when we say you don’t need XYZ, we flip it.
“Instead, it allows you to achieve X without…”
With our webinars, we like push-pulling.
Negative, negative, then positive, then positive.
Every time we display a testimonial, we overcome a doubt.
Don’t just slap in a screenshot and go over wins.
Go over the customer’s transformation story, highlighting the struggles he/she experienced.
And btw…
You need to find the REAL doubts.
You can find these from sales call transcripts.
You may believe that the doubt is experience-tied.
But it could be something deeper. Something that you’re not even aware of.
Find these REAL doubts and overcome them in your webinar.
#4: Demonstration over telling
Your client says he makes $500k/mo.
So does every other guy on every other webinar your prospect has sat through.
Just stop telling.
During your webinar, refresh your dashboards, share your screen, pull up bank statements. Whatever you can do to DEMONSTRATE that you’re doing this.
This is not only applicable to results.
But when you say shit like “24/7 support channel” - don’t just add an image and call it a day.
Log into your portal and show it to them.
We had one client with five slides describing what was inside his program.
We cut it to three slides and a live walkthrough.
Our KPI’s soared.
#5: During your pitch, stop selling your offer components
If you’re doing book-a-call webinars, stop this.
Why are you selling that bonus, that one, that private support, that 45-hour course section?
That’s a direct-to-checkout approach applied to a book-a-call webinar.
If you’re getting people to book calls, your closer sells the program.
Your job @ the pitch is three things:
- What happens on the call
- Who the call is for
- How they book their call
Just make this process hella easy and put every ounce of energy into qualified applications hitting the calendar.
You can still ‘sell’ the offer components, but don’t apply direct-to-checkout strategies for book-call webinars. That doesen’t work.
Some quick optimizations for you.
The consulting client I went through slides with runs a completely different offer from the ones I pulled these examples from.
But the principles underneath don’t change.
People commit to what they’ve said. People need their doubts answered before they can absorb your teaching. People believe what you show them over what you tell them.
Study these principles, and you can rebuild a webinar in any market you enter.
Hoping you found some value in this.
Maciek Lipa,
Info Profits