When hosting a webinar to generate sales, you probably follow the typical structure. For a one hour webinar, you’ll spend 10 minutes on your introduction and 15 minutes on your offer and closing remarks at the end.
That gives you 35 minutes to teach valuable content to your prospects. If all goes well, some of those prospects will buy your coaching program.
Coaches often give away their best content. They teach and teach and teach, giving a lot of knowledge away for free. You want to show your prospects you know what you’re talking about, right?
The problem is, when the time comes to make the offer, nobody buys it. They feel like they’ve gotten enough value from you, and they’re ready to move on. “Thanks for the freebie!”
How do you overcome this? How do you teach great content, provide prospects with value, and still make them want to buy from you?
How to Create Conversion Content
The way to fix this problem is NOT by removing the value from your content. That doesn’t solve anything.
You need conversion content. This content is still valuable to your attendees, but it does the selling for you. When the time comes for your offer, you don’t have to push hard because your content has done the legwork for you!
When you do this right, people will love learning the content you teach, and they’ll love buying from you. The goal of conversion content is to get prospects to say, “That was brilliant! Now, where can I get more of it?”
Salt Your Content
You know the old phrase : You can lead a horse to water, but you can’t make it drink.
I recently asked a friend of mine who grew up in the country about this. He laughed and told me that it’s not true at all.
Apparently it’s easy. Use a salt lick. If you’re a city boy like me and have no idea what a salt lick is, it’s just a block of salt that animals lick. When they lick it, it makes them thirsty, so when you lead them to water, they can’t wait to drink!
If you want to get people thirsty for your program, you need to salt your content – but we’re going to do it a little differently… We’re going to create thirsty customers by a strategy I use called Setting The Scene.
Before you deliver any teaching points at all, you need to show your prospects that if they get it wrong [whatever problem your program addresses] then bad things happen. Present details and get specific with three or four bad possible outcomes.
Then, show them what happens when they get it right [what your program promises to do]. Again, get specific about three or four great things that will happen if they fix their problem.
Setting the scene gets prospects excited about what you have to tell them. It makes them thirsty for what comes next, and this is exactly where you want them when you start teaching.
Three Tools To Prove Your Case
After you’ve taught your content, you need to prove your case. You’ve spent the last 30 minutes making some big promises – telling people that if they do things your way, their world will change. If you can’t back it up with evidence, they won’t believe you.
These three tools are perfect for proving your case.
— Case Studies
These tools solidify your teaching points. They show you know what you’re talking about, and your program is proven to work in the real world.
Make Your Content Personal
So far you’ve made your prospects thirsty for your content, taught them the content, and shown them that the content works for people just like them. The last thing to do is to make it personal for them.
Despite what they’ve learned so far, your prospects may not make the connection between the theory and themselves. You want to hold up a mirror right in front of your prospects face. By looking at themselves and reflecting on how your content will affect their lives, they’ll realize they need to buy from you right now.
1. Personal Language
The first step to make it personal is in the language you use. For example, you could say, “You’ve now heard how this worked for Bob Jones in Tallahassee, and [blah blah blah]…. So, it’s worked for me and Bob. But, right now I want to talk about YOU!”
That little phrase, “I want to talk about you…”will work wonders for you. It’s the signal that you’re about to make it personal to them. Their ears will perk up, they’ll lean in, and hang on every word you tell them.
2. Strategic Q&A
Then, you ask a direct question that requires a direct answer from each of them.
If you’ve just taught The 5 Steps To Double Your Website Leads, you could ask, “What would happen to your business if you had these five steps working for you in exactly the same way I’ve just laid out for you? I want you to type your answer in the question box now.”
They may respond, “Well, that would be fantastic! I’d double my leads, my business would get easy again, [etc.].”
This forces them to realize that if they apply what you’re teaching them – if they buy your program – it will help them in specific ways.
This makes it personal!
3. Draw a Line in the Sand
The last thing you’re going to do is draw a line in the sand.
You must tell them something like, “Now, you have a choice to make. You can continue to do things the old, dumb, slow way and keep struggling with this; or you can do it the new way I’ve just shown you. I’m going to give you five seconds to type your choice into the question box. What’s it going to be? The old way or the new way? Go.”
When you do this, you’ve made it crystal clear to your prospects that they need to commit to your program.
Just about any coach can deliver great content in a sales webinar, but that doesn’t mean they’ll get the sales they’re looking for. With conversion content, you can. Make your prospects thirst for you content, deliver it and show that it works, and make it personal – then you’ll get the results you’re really after.
Get the 3 tools I use to solidify my teaching points and prove my case on webinars.