There are few things triter in business than a webinar selling users on a course.
To be fair, the formula works. And you don’t even need to be an amazing communicator. You just need a webinar and a course to sell to people.
The content of the webinar doesn’t even matter that much. You could throw together your slides in maybe 20 to 30 minutes or less, and not even practice your presentation before going live for the first time.
Just make sure you throw around the term “secrets” and don’t reveal those secrets until later in the webinar to make sure people keep watching to the end. Otherwise, you don’t make any sales.
Pepper in a few “I’m not trying to sell you anything…” drops, and you should be good to go.
Long Introductions Are Poop Droplets
Presenters seem to think we might be interested in everything they’ve ever done, and all the great things they’ve accomplished in this lifetime.
Sure, we do need to get a sense of who you are. But do you really need 30 to 45 minutes to share about yourself?
If you’re spending more than a few minutes on this, you’re clearly there to talk about yourself and have no interest in helping viewers achieve anything.
Your Results Are Not the Reason I’m Tuning in
I think webinar hosts often forget that the reason people tune in is because they want to get something for themselves. Not because the teacher or her students have gotten amazing results.
Sure, go ahead and share what you and others have accomplished if you must. I get that it builds credibility.
But if you’re spending more than a few minutes on this, you’re just pleasuring yourself.
I’ve got it man. You’ve accomplished something and so have others. That’s why we’re watching you. Before we develop an inferiority complex, get to the point!
Webinars That Teach You Nothing? Butt Juice!
Why does it seem like I never learn anything on webinars? It seems like marketers forgot that there are two pieces to this – web and seminar.
A seminar, by definition, is a form of academic instruction. Meaning sharing information is generally part of the deal.
I’ve heard known marketers proudly proclaim, “The reason I was able to grow my new blog so fast? Because I have a big social media following!”
That’s not the secret. The secret is how you got the social media following. That’s what we need to know because that’s what you have that we don’t have, clearly.
Where’s the Beef (Value)?
If you can’t communicate the value of your webinar, it’s just a sales pitch plain and simple, and you should probably call it that to avoid false advertising.
Getting your users quick wins seems like a good thing to aim for, considering you’re probably going to be talking for the next 30 to 60 minutes.
When your viewers get quick wins, they get hooked and want to stick around. Instead of feeling obligated to hang onto the end because they put your webinar in their calendar a week ago.
Value, rather than selling, should be the beef, don’t you think?Value, rather than selling, should be the beef, don’t you think? Click To Tweet
Lies Aren’t Cool, Bro
I was on a webinar today, where the presenter clearly ignored my comments and questions… until I realized that the webinar probably wasn’t live and I was watching a replay.
Which is fine. You’re allowed to reuse content. But it’s not cool if you don’t let people know in advance.
Even tackier was when the host said, “We’re having some technical issues and I’m probably not seeing all your questions – just send me an email with your question and I will answer it.”
If it was true, it makes him look like a superhero. If it was a lie, it makes him look about as slimy as all the other guru marketers out there.
Webinars, Final Thoughts
To be fair, I’m probably not the target market for webinars. I will poke holes in them all day long, given half a chance.
I’ve spent far too much time digging into marketing and entrepreneurship to not be acquainted with most tropes and trends.
And I understand that many people follow a formula. Because it works. Don’t change on my account.
I just think it’s tacky how some do it. It seems to me authenticity would work just as well. If I’m wrong, tell me.
Shh… Don’t tell anyone. Only the cool kids are talking about it.
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