Module 3, Lesson 6

Webinars

All right so I think we've gotten to know each other well enough at this point where it's okay for me to go on
a bit of a rant.

After years of basically scouring the web and coming across webinars, I think you would also agree that
most webinars are a complete waste of time. They're shitty. 80% of them if not more are a waste of time.
And why is that? Why is that someone worked so hard to put together something where they have to spend
an hour to two hours with people, and these people are taking time outta their day, showing up to spend
time with you, and yet, they end up wasting their time? Why is that? And I think it's because we forget what
the purpose of this is. It is not about you. It is not about your product or your offer. It is about them.

And they don't know you. They don't know you yet at all. And so we think oh okay, because they don't know
me, I should spend 30 minutes talking about myself and my credibility and my story, and then I'll start doing
like a little bit of like 15 minutes of education, and then I'll spend another 30 minutes basically selling. And
of course no one enjoys doing that, and they go, I don't wanna do a webinar. They're really hard. Or I don't
wanna sell, it feels awkward to sell on a webinar. Of course it does because you're not adding value. You're
not focused on the other person, on the other side of the screen. You're focused on yourself.

The easiest way to create an incredible webinar is to focus on how you can completely give something
away that is going to radically shift that person's day, maybe even that person's life. Someone is taking time
out of their day to show up, and what I like to do with webinars is really think of a webinar as a freemium
product. We've all used apps and software that has a free level of service. And they have the premium level
service that you're aware of, right? But a lot of us use services that are completely free.

Maybe it's like Trello, or maybe Headspace app, or whatever it might be. But think about how those apps
actually show up in your life. Think about what they do. They give you a bunch of content and a bunch of
tools and a bunch of resources, and they never really bother you until you hit certain amount of time or
you've clicked on something, and then it says hey, sorry, this is premium. Think of a webinar in the exact
same way. How can you take this content that's inside your head, maybe you're selling information, let's
use information as an example.

You're selling information, or you're a consultant of some kind, or you have a service. How can you take
that and extract it into something that is maybe a few steps, maybe 10 steps, and you give away a bunch
of principles or tactics or strategies? This is exactly what we need with Neil Patel's Advanced Marketing
Programme, which no one knew they were getting an Advanced Marketing Programme.

They just thought they were getting these 10 hacks and strategies that Neil uses to increase his traffic. So
people show up, they get a tonne of value, and they walk away happy, sending emails, going like you know
what, like I appreciated even getting the offer because I felt you took so much time and so much energy to
give to me that it was almost a privilege for them to sit through the offer part.
That is how you want people to feel at the end of your webinar. Where they can walk away happy because
again, you're playing the long game. It's not about the conversion upfront at times. Even if the conversion
rate goes slightly higher on your webinar, it's not about that. It's about the long game. So a couple things
about webinars in terms of structure that might be a little bit different from sales pages and video sales
letters and things like that. Again, let's take a look back to the Copywriting Framework.

We can absolutely extract those different components and pull them in. We need a title. That's the headline.
We need to pull in these things that capture their attention and move them forward. But, when you introduce
yourself and you talk about your credibility and all of that stuff, keep in mind that this is either live or it's
recorded, and someone is watching it live. They're generally gonna wanna sit through the entire thing. So,
instead of spending all this time really telling your story, just tell the most relevant parts of your story that
are relevant to your expertise and why they should listen and get started.

If you're doing it live, start on time. Get started right away and dive right into the content. Tell them who you
are, why they should listen, what they're gonna get out of listening, and maybe open a loop so that they
know what they're gonna get at the end of it. And open loops are something we're gonna talk about in the
next module around email marketing, but essentially what this means is telling them that they're gonna
receive something for staying on all the way through, an incentive of sorts.

Of you're telling them, you have a question or something that's gonna come up at the end, a surprise that's
gonna come up at the end of the webinar. This is something that makes sure they stay engaged and stay
on all the way through. And as soon as you've done those things, dive into the content. Your webinar should
be 80% content. So this is very different from typical copywriting because on your webinar, yes you're
gonna wanna do some taking elements from the Copywriting Framework, but now it's time to think about
content. How do you educate around what you do, around what your software does, around what you do
as a coach, around what you do as a product-based company?

Whatever it might be, there's something that you can educate on, give value to the customer where they
walk away knowing something more. You've expanded their mind, you've given them a tool, you've given
them something where they can walk away and say yeah, I'm better now because of this. And then, when
you get to your offer, you don't need to get awkward about it. It doesn't need to feel difficult because you're
essentially just saying hey, I've given you a tonne of free stuff. I hope this has been like highly educational,
highly valuable to you.

I really put a lot into trying to make sure this was valuable. And look like, if you wanna take the next step, if
you wanna learn more, I've got this other thing. And you're being really honest about it and you're just
saying just like a freemium product would. It's like, this is all yours, take it. That was all for you, it's all free.
But look, there's a line, there's a free line, and this other stuff, you gotta pay for. And that's fair, and people
understand that. And you can be really forthright and honest about that.

And just say hey, if you wanna continue this training, if you wanna go deeper into the rabbit hole, if you
want more of my time, if you want more of our products or services, whatever it might be, we have more.
This was the free version, but we have more. So then you start telling them about the offer, and you go
right back to the Copywriting Framework and you begin to talk about the offer. But that's your transition.
That's how you transition in a really seamless, easy, authentic way that feels good.
And no one's gonna feel bad about it. No one goes, oh here comes the pitch fest. You've probably been on
a webinar before where people start leaving right when the offer starts coming because they didn't get
enough value, and it's so obvious that the person is selling. And when you sell, you're not gonna experience
that because you're gonna use this transition in your language. And as you start to uncover the offer, you
would go through the exact same elements. You're gonna go into the offer itself.

You're gonna stack the value. You're gonna do a price reveal. Then maybe you have some sort of urgency
or scarcity. Maybe you recap that offer again, inject some bonuses, and you're gonna make a call to action.
And you're gonna ask people to do something, and you're gonna do it really directly and you don't have to
feel bad about it at all. And then you call it a day. And you ask people for feedback, and you go on, and
everything should be fine after that because people walked away with a lot of value. And what you'll often
find is, the same way we talk about the takeaway sale strategy, where people go, oh, why are they not
selling hard, you can do the exact same thing on a webinar.

This is something that I've personally injected many times in webinars where when I do bring up that offer,
this is another way to make it feel good. It's like this was the free stuff, and I have something else for you if
you wanna go to the next phase. But keep in mind, you don't actually need it. In fact, maybe you're not even
ready for it. Maybe you're not at the right point in your life. And then you kinda walk away, and they go wait,
I want more, what is that? And they stay on to hear the offer because you used that psychology on them,
which should be true. So let's summarise this real quick so that it really gets ingrained.

Step one, get started right away. Keep that intro short. You don't need to give your whole life story. Just go
straight into the content as quickly as you possibly can so they feel they're getting value. Secondly, make
some sort of big promise or reason for them to stay on the webinar all the way through so that there's a
reason for them to actually sit through the content. But then step three, make that content super valuable
so they don't have a reason to leave. Maximise the value of that content. Maximise the education. Make it
so that you're giving a lot away for free.

People often wonder, like how much should I give away for free? You should give away a lot for free, as
much as is necessary for that person to feel really good about what they're getting. And then they're
naturally gonna want more. So, let's make this real and put it into action. All you need to do to really make
a webinar a reality is to start drafting an outline. Now, we're all different human beings, and some of us
need a script. But most of us, 90% of us should not operate a webinar from a script because then it sounds
scripted. And people don't wanna hear scripted. They wanna hear mistakes. They want you to be raw.

They want you to engage with them. They want you to answer their questions in the chat. They don't want
it to feel like you're reading off slides. So what I highly recommend is as much as possible, just work off
bullets. Write down an outline, start drafting an outline right now, and you'll easily be able to separate that
into different slides and different segments and different topics.

And then once you're doing your webinar, you'll easily know exactly what you need to talk about, bullet by
bullet. And you take your bullet, and you expand on it a little. And you take your bullet, and you expand on
it a little. And if you're stuck right now and you're not sure where to start, go take a look at the Copywriting
Framework. Review the summary of this video, and start drafting an outline now.
And before you know it, you are going to be able to very comfortably and confidently put together a webinar
that people thank you for and actually leads to more purchases and more transactions and more
conversions than you'd ever get using the traditional notion of what it is to create a good webinar.

Now as a bonus, make sure you check out the worksheet I have attached below, which is going to be the
exact template that you need to use to put together your webinar. And all you have to do is take a look at
this template, look at the steps. You'll notice it's very similar to the Copywriting Framework, but obviously
it's meant for a webinar.

So some things are gonna be a little bit different with that emphasis on content. And all you need to do is
take this little template and start writing in the bullets for an outline that you'll use to put together your actual
webinar. And again, don't forget, there's a heavy focus on content here. And that stuff should just come
from your own expertise of whoever's expertise that is going to be running the content.

Have fun with this, and I will see you in the next video.