The Webinar Structure That Turns Viewers Into Buyers

Most webinars don't fail because the offer is bad. Most webinars fail because the structure of the webinar is not right. In this video, I am gonna be sharing with you the three stages that every webinar needs to have in order to convert your customer at the end of it. And if you skip or rush any of these stages, it's going to have a big impact on the results that you can get from your webinar.

So let me walk you through webinars that convert.

If we don't know each other, I am Teresa Heath-Wareing, and I work with course creators, membership owners, and coaches who have done all the courses, listened to the podcast, and are quietly wondering why their effort isn't matching their results. My job is to help you figure out what is actually going to work for your business and help you scale.

Webinars still have a really good place in launching, in having an online business, and they can still be incredibly useful. Now, has the landscape changed? Yes. Has the results that you can expect tweaked? Yes, I would say that's true as well. Are you likely to get less people turning up live? Yes, than you would've done previously.

But does it mean that it doesn't work? No, not at all. So that's the first thing. Webinars can work really, really well. So in a previous video, I talked about the offer launch matrix, which basically helps you decide what launch experience you should use for the type of launch you're doing, and for the offer that you've got, and the price that it is, and how warm your audience is, and we'll make sure that we link that in the show notes and in the caption of this video.

So they just think that what they need to do is train for one hour, and then make an offer at the end, and that's what's going to help convert people, and that just isn't the case. So this is where these three structures or these three sections come in, in terms of how to structure your webinar that make it feel and look very different from just you showing up and training.

So the first few sections that we do in this setting the scene section is, I always start off with a bit of housekeeping. So I will talk to them about, you know, making sure they turn off distractions, if there's a workbook, if I've got someone helping in the chat. So we kinda just do a bit of the housekeeping.

And then I normally start the actual presentation with, "You are in the right place if..." Now, it's very used. It's, you know, that phrase in particular has been used an awful lot, so you might wanna change up how you say that. But basically what this first section is about, or this first part of this first section, is about reminding them of the pain or the problems that they have that got them to sign up to this in the first place.

Then I tell them that they are not in the right place if, and basically this is where I list out a few things that actually they wouldn't be a good fit for. So if they don't wanna put any effort into their launch, this isn't what I'm gonna be teaching them. If they are not interested in scaling their online business, this is probably a waste of their time.

And this is the point where I normally say to them And if you are upset or offended by receiving some free training and then an offer at the end. So I normally point out that at this point I'm going to do an offer. So we kind of get it off the table straight away. No one needs to worry that there's like a bait and switch.

It's a story. We remember stories, and we want them to connect with the story. Ideally, if you can, we want to show them that look, we were where they were, and this is where we are now. So we want that story to kind of really draw them into who you are, to give them some personal aspects of you. But that is a real key part of this setting the scene.

And also in your story, we do wanna weave in some of those credibility bits. We do wanna talk about what makes you so brilliant, but it should be part of the story rather than just a list of accolades. So this bit is really important because what we're doing is we're reminding them of the pains that they have, we're telling them what's to come, we're setting us as the authority, but also telling our story.

And what I mean by that is, uh, say there's a problem, to tell them why it's a problem, to tell them what you can do to fix it, and then to tell them how to fix it. Because what happens is you entirely close that loop, and by closing that loop, there's no need to do anything else with you. We obviously want to remind them what the pain is that they have, and then we want to cover the kind of the what and the why.

Like, what is the problem with this, or what is the solution they're looking for and why they need it. But we're not giving them so much of the how. Now, personally, I always like to give a bit of the how because I think it's important that they actually walk away with something. But what we don't want to do is close that loop entirely so that basically they go, "Got everything I need.

And actually, I normally manage to squeeze a few case studies at right at the beginning in the setting the scene bit. But I want them to be as natural as possible. So it's really easy to do in delivering the content. So let's say you are gonna be sharing three issues that someone might have and three things that you can help them solve it with.

For each of those things, I want you to share a case study of someone that's worked with you, that's done what you've said, that had the same problem that you're talking about, got the solution, and share what the solution was, and share the result. So it's really easy for those bits or for, for every time you train something or you talk about something that you then go and look, this is what Sarah had.

So we've had about 10 minutes, 15 minutes setting up. We have about 30 minutes actually delivering the content, and then we move into the last section, which is making the offer. Now, this is the section that normally people rush, and this is the bit that I want you to slow down on. And in this section, for each thing I'm going to tell you, I have individual slides for all of it.

So actually, I am going quite slowly through each slide and breaking everything down, and there's a very natural progression into the selling bit, into the making the offer, which normally that's something else I see people get wrong. They train, train, train, train, train. They go, "This is everything you need to know.

And then that transitions really nicely into then starting to make the offer. One of the ways in which you can do this is you can say, "Let me remind you why you joined me here today," and you remind them of, of those pain points, and you go through those pain points. And then at the end of those pain points that you reminded them of again, you would go, "And hopefully in today's session I've demonstrated or I've showed you why this, this, this, this, this," i.e.,

You can find this stuff on the internet, but you're gonna have... It's gonna take time, and you don't know if it's gonna work for you and your business. Or you can go with option number two," and option number two is the offer, the solution, the product that you're selling. Because option number two should get them to their results way quicker than option number one, where they're working it out for themselves.

Then I say, "And that's why I would love to invite you to join me for..." and I would go into the sale. Now, when you go into the sale, it's really important that you basically take them very slowly and very detailed through the offer. This is the bit people rush. So the very first slide I put up is the slide that says what it is.

Tell them all the things that they're going to get when they join the program or when they buy the course or when they join the membership, whatever it might be. So each slide, I want you to break down the various things that they get involved. So in Grow Launch Sell, I will have a slide that talks about what's in the grow section.

Then I'll have a slide that talks about what's in the launch section. Then I'll have a slide that talks about what's in the sell section. I will then take them through the fact that they get me looking at their stuff. So I will talk about what that's like, that they get to submit their sales pages, and I record myself going through their sales pages and giving my advice on how they can improve it.

So the features are you get X amount of lessons. You get X amount of coaching calls with me. You get X amount of templates. Whereas the benefits are what does that mean for them? So what it means for them is they get a launch expert looking at their stuff. For a cost that is a fraction of what it would cost to work with me to consult for their actual launch.

What it means for them is they have templates that will save them so much time. What it means for them is they get on a coaching call and they get to ask me direct questions about their business, that they get to work with someone who knows what their business is and knows who their customers are. The benefit is that it saves them so much time and it accelerates their results.

Then the next thing I would do is add any bonuses. So I would say to them, "You know, not only are you going to get all of this for this price, but I've also included these bonuses." And very soon I'm going to do a video about bonuses and the psychology behind them and the types of bonuses you should give, so make sure you keep an eye out for that.

If, by the way, you haven't hit Subscribe, then definitely hit the Subscribe button, because then that video will be coming very soon, and that episode will be coming soon on the podcast. And then the final thing I do is I give them a full breakdown of everything that's included, including all the bonuses, and if you can, give them pricing next to those things to show them what they save.

Like, that's ridiculous. But I do let people know what they're saving by buying it as a program altogether. So you literally go through, you list it all out, and then you remind them of that price and how to sign up the final time, and then I move into Q&A And I just wanna mention about Q&A, 'cause Q&A is really important.

The Q&A is where you get to answer objections. So you want questions, and hopefully you'll have questions like, "How much time do I need to spend on it?" Like, "I've paid for programs before. Is it worth it? What makes this different?" So a Q&A is a great place to not only answer those objections, but also for me, it's a great place to show them a bit of what they're going to get.

So those are the three sections. Section one, 10 to 15 minutes setting the scene. Section two, around 30 minutes where you deliver the content, and section three, which is making the offer, which is again, around 10 or 15 minutes. And then the final section at the end is the Q&A, which depending on how long you wanna do the Q&A for, depends on how long that section will be.

So I really hope this has helped to understand that a webinar is not just you getting on and training. It's not like a talk. My talks and my- when I stand up and speak looks very different to how I do a webinar. It's a real specific strategy that you need to follow. When you get these three stages right, then that's what leads to conversions in your webinar.

And I will see you next week for another video.