Transfer your knowledge live and watch how sales increase.
7 min read
This article has been translated from our English edition.
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Webinars have been around for a long time. Specific webinar software came with the launch of PictureTel in 1995 LiveShare Plus. Microsoft came into play in 1996 Net meeting, a component of Internet Explorer. And the word “webinar” was registered as a trademark in 1998.
Almost a quarter of a century later, webinars are more powerful than ever for growing your business and generating sales. Technology has improved tremendously, and there are few ways you can build relationships with prospects faster than a live webinar.
There is a right way and a wrong way to create your webinar content. As an online business owner who signs up customers through webinars and has hosted webinars for an audience of 50,000 women or more, I know what it takes to consistently build and scale a webinar-based business.
You don’t need a huge audience, but you need to make sure that your webinar presentation hits certain points. Here are three things to know before promoting your webinar.
1. Focus on the why
Customers buy a product not only to solve a problem, but also to get inspiration. This is an important distinction. Your product has to work and give them the result they want, but that’s not why they buy from you.
I often see entrepreneurs turning their webinars into wordy workshops and tutorials. A webinar serves to educate, but also to sell. You want to create excitement during a webinar because emotions drive sales.
If you give your assistants everything they need to be successful, they won’t buy. You have to buy them because using the product will ensure that the promised solution really comes to life.
2. Illustrate the gap
One of the most famous sales sites of all time is the “two men” ad that kept running The Wall Street Journal from 1975 to 2003 and had sales of more than $ 2 billion. The opening of the ad is convincing; describes two men who graduate from college together: 25 years later, one is a middle-level manager and the other is president of the company. The difference? The latter subscribes to The Wall Street JournalSure.
This ad was profitable as it showed the gap between point A and point B. Not only does your prospect need to believe that your product will work, but that it will work for them. To do this, it must be made very clear how large the distance between point A and point B is.
This is the magic of webinars; You can offer this A and B training in a clear and easy-to-understand format. Here is a formula I want to use to determine the main content for my next webinar:
- Define point A. What are my webinar participants experiencing right now? What are your biggest problems? Make this clear. Consider identifying this information in your seminar.
- Identify point B. Where do your customers want to go? What do you want more of Who do you want to become Again, it is not taboo to explicitly define these details when opening your web session.
- Simplify the gap between A and B. Nobody wants to buy a long shot. Explain the easiest way to go from point A to point B.
Don’t give up every detail of how to bridge the gap between point A and point B. This is your product or program that takes you to point Z. Instead, provide enough information to make it easier for people to travel from point A to point B in addition to making them think the journey is shorter and easier than they think.
3. Press, but with respect
I often see women entrepreneurs being too quiet during their product launches. If you’re pitching, it’s time to be strong and proud of what you offer.
For starters, starting a webinar launch will make your product more familiar to attendees, and studies show that consumers prefer to buy something they are familiar with. In the classic advertising manual from 1885 Successful advertising, the author Thomas Smith He theorized that a consumer must see an ad 20 times before making a purchase. Twenty!
Sending a few emails before or after your webinar is not enough. You have to push. And you don’t have to sound like a broken record. Use these points to add variety to your email marketing at the start:
- credentials Have previous customers had surprising results with your product? Document relentlessly. According to a recent study, 87 percent of people read online reviews of local businesses when making decisions.
- Common questions. Consumer shopping styles vary. Some customers buy locally while others like to study and carefully examine a product. Answering a large number of frequently asked questions will show prospects that you’ve already thought through each and every problem.
- Why other solutions don’t work. Is there any generally accepted advice in your industry that is really holding people back? Name it. Don’t be afraid to contradict the status quo. This helps lay the foundation for why your product or program is the solution.
I was in business when the webinars started. And now, 25 years later, they are my preferred presentation format. That’s because they close customers! The next time you want to sell to a lot of people at once and get your time back, consider hosting a webinar. If your approach gives attendees the information they want and need, they’ll be okay with the sale.