7 Step Webinar Copywriting Formula: Maximize Webinar Attendance – Building an Online Business Ep. 15

13,752 words….Webinar script complete! What’s up, guys? Jason here and welcome
to Episode 15 of Building an Online Business from Scratch where I’m walking you from
A to Z. Everything I’m doing to set up a online consulting practice from scratch, and build a webinar funnel from
the front-end to promote that product or service. So with today’s episode I’m going to talk
about a 7-step webinar writing formula that I’ve developed after watching multiple webinars
that are live right now, and are converting from cold traffic. And so one of the keys
here is that this particular webinar script that I’m about to go over with you guys,
is based on what people are actually doing right now. So I went to Facebook, I opted
into people’s lists, and I went through their webinar sales funnels in multiple industries,
and broke down what they did specifically in each one of their webinars, and created
this success formula if you will, for how to write what I think will be the perfect
webinar for cold traffic. And this is for cold traffic, so this is if you’re just
getting started, and if you’re talking to people who don’t necessarily already know
you. And that’s a really key difference, because there are a lot of blog posts and
information out there about webinar scripts, but if you don’t really do a good job of
building rapport and connecting with the audience, because they’re written by people who already
have lists and don’t have to go through that initial “Here’s why you have to listen
to me” and “here’s my personal story” type stuff, they can just jump straight into
the content delivery, and then the sale of their product or service. But I’m getting
ahead of myself, so as usual I’m going to jump into my One Note file and I’m going
to walk you through each one of these 7 critical steps for what I like to call the perfect
webinar script. Now unlike some f the other episodes we’ve done in the past, I’m not
going to go through my webinar script in this video. As you guys know, I always like being
completely transparent and just showing you everything, all of my emails, all of my sales
copy, but in this particular video we’re just going to go over the 7 steps, and make
sure to subscribe and like this video, so you can get updated when I put out the next
video which will show you the actual webinar in depth, and I’m going to break down a
couple of them for you over several videos. But oh, that will be a webinar in itself,
that will take like 3 hours, so in this video we’re going to keep it a lot shorter than
3 hours; let’s dive in. Now what you’re looking at here is my one
note file and I pulled up one of the swipe files I have for my webinars, and I just wanted
to start by saying it’s really important that when you’re writing your webinar you
go through at least 2 or 3 others just to get a feel for how other people are doing
it in your particular niche or industry. So, I’m in the make money online niche, and
so I went and clipped a couple of webinars from the bigger names in my industry, to learn
specifically from them on what they’re doing. Because it’s one to take a course and put
this here and put that there, but it’s another thing to watch them do it live, or watch one
of your competitors do it live, and dissect what they’re doing. And so I definitely
recommend doing a screen capture, downloading their video if it’s on replay, so I just
wanted to start with that. OK, that said, let’s just dive straight
into this webinar script. Now the first thing I always like doing when I dive into something
is remembering what is the goal here. What are we trying to accomplish? What is the point
of our webinar? So the point of our webinar is twofold:
1. Build goodwill so we can sell our product, and how we back into that is through the first
step which is building rapport. So we build rapport in step 1, so that we build goodwill
so that we can sell our product. Otherwise you come on and you say something like: Hey,
my name is Jason, and you should buy my stuff. That doesn’t really work. There’s a whole
lot of relationship-building that needs to go on in between that initial Hi, I’m here,
and Hey, this is what I think you should purchase from me. So, with that being said, step number
1 of the 7 part webinar, is the affirmation. And this can be broken down into a couple
of different slides. This will probably be about 5 to 10 slides in total, so I’m breaking
them down into 3 sections just to make it easier to explain.
So the first part is you’re just going to introduce yourself with a couple of credibility
points. So I’d say something like: Hi, my name is Jason; I’ve built a couple of online
businesses, and I want to show you some of the things I’ve learnt over the years doing
this. And that would be it, so you definitely don’t want to come across as bragging, but
at the same time we want to give our viewers enough information to where they’re confident
that you know what you‘re talking about. Once you’ve done that, so that will be the
first couple of slides, then you’ll move into why they should care, and this is essentially
where you’re just going to repeat the marketing message you had throughout your entire sales
funnel. So you can go all the way back to your webinar registration page, and you can
check out the channel for a video on how to put that together and the copy writing that
goes in there. On that page you will have had a couple of bullets, and you will have
taken those bullets and used them in your introduction videos if you decided to do that,
and in your email copy that got them to show up to the webinar and reminded them they should
show up to the webinar. Make sure to subscribe, because I’ve worked through that entire
process already. So now that they’re here, we’re going to once again repeat the benefits
of why [06:00] they showed up and why they should stick around. And that’s all you’re
going to do. So you just do 4 to 5 benefits, it will be the same benefits throughout, we
just slightly tweak the way we communicate it, using a little bit different vernacular
along the way; so you’re saying the same benefit, the same result, you’re just saying
it in a different way. And then finally, you want to have an enrolling statement. And this
is where we push out everyone who should not be on this webinar, so for whatever reason
through our process until this point, hopefully we’ve filtered out all the best prospects,
because we only want people that will get a whole lot of value from our webinar to stay
on and consume the content. Otherwise you’re going to get a bunch of people who are going
to be mean in the chat box, number 1, which can be distracting, and number 2 they’re
just going to be upset and it’s going to hurt your whole brand as you move forward
and grow, because there are going to be a bunch of people who are a little resentful,
even if you’ve done your best to filter them out until this point, this is just one
last audience check to say Hey, this is really perfect if you’re ABC, or if you want to
XYZ. This is another way to talk about benefits that you’re going to be delivering as well.
So, it’s a simple sentence structure; I have a couple here. It says: So this is for
you if you want to blank blank blank bang bang. And then, you can move on to the house
rules, which is number 2. Now this one was a little tricky, because
as I was surfing different webinars, it was interesting to find how this particular section
was handled, and in my research I found a lot of people like to call this the differentiate
phase. But there are a couple of what I’d say world-class copy writers in their writing
and delivery that frame this as house rules. And I think this is a really great way [08:00]
to frame your differentiation. So with all that out of the way, let’s see what actually
it means. So, we want to ensure that we are not lumped into all the webinars they’ve
done in the past. So these are all the webinars that are out there, and then this is our webinar
over here. So, we want to be the lone webinar that’s actually valuable, that’s actually
cool, and not get lumped in with all these other guys. So there are two ways you can
do this: number 1 which is the differentiate, which is what I’ve seen most of the time,
and that is This webinar’s different because we’re not going to be talking about gimmicks,
we’re not going to talk about this, we’re not going to talk about that. This isn’t
get rich quick, this isn’t lose 10 pounds in 3 days, or whatever the gimmicks in your
marketplace may be. And the more specific you can be on those gimmicks, especially if
you know a competitor is telling, pretty much lying to people about what they can do, and
you can point out those lies, then it’s going to give you credibility because you’re
saying Hey, I know that those people are lying, I’m not going to lie to you, or Hey, that
isn’t really the whole truth, and I’m here to tell you the truth or I’m here to
show you a different way to do better. Now obviously you don’t call out other specific
businesses, that would be slander, and I’m pretty sure you can check with your lawyer,
that’s not OK and could get you in trouble. So anyway, the best way to do this, I think
– I think this is pretty clever, if I do say so myself – it’s where you frame it
as Because we’re not going to do high-pressure sales, or we’re not going to talk about
weight loss gimmicks or because I’m not going to insult your intelligence by telling
you there’s some magic pill to lose weight, or there’s some silly NLP pick-up-line that’s
going to get you the hot date of your choice, I need you to turn off social media and get
out a pen and paper and take some notes on this, because we’re really going to hit
the ground running and talk about some real actionable tactics and strategies, proven
methods for filling the blanks, solving your big problem. So when you frame it like that
you’re doing two things: number 1 you’re telling them to turn all the other stuff off,
inevitably he’s there because nobody has just one tab open, right? They’ve got Facebook
open, they’re looking at their phone, they’ve got other distractions. So it’s a way to
ask them politely to please close those distractions and you’re giving them a valid reason. This
is different from everything else, and you’re saying that without explicitly devoting an
entire slide to trying to convince your viewer that this is different. So, it’s kind of
cool because the way you say it and present it in this fashion, you’re just assuming
that the viewer’s going to believe that this is different, as opposed to trying to
prove to them that this is different. So you’re stating it as a fact: this is different and
this is why we need to close everything off and focus on the webinar. So once you’ve got their focus, pushed out
all the people who shouldn’t be there, it’s time to build rapport, and this is where you
build that connection between yourself and the audience, and you do that by saying: Hey,
you know what? I wasn’t that much different than you, and you go through a very basic
story formula where you start with the setting up your story, you say hey, this is where
I was in life, and you want to make this as close to where your prospect is, your ideal
customer is, as you can. That other link in the description, don’t worry, I’ll link
to everything that I talk about with other videos, because we did go over that as well.
And once you’ve done that, you can talk about the solutions you’ve tried, and how
you failed, solution you tried, how you failed, and then you can talk about but then I finally
found something that worked, and instead of diving into the details, you’ll say I finally
found something that worked and then this is the wonderful result I got. And once you’ve done that, you’ve done
two things: you’ve built rapport and you’ve set up for your value bomb which is number
4. Yes, I just made that up, I thought it was fun, I just wanted to come up with what
was a name that would show, because this is going to be 30 to 40 minutes of your webinar,
right? This is a 90 minute webinar. What’s something that communicates that this is going
to be a value-packed portion and you’re holding nothing back? So Value Bomb is step
number 4. And so, we’re going to go back to the story, real quick. So in that story,
I just talked about how there’s that part where you don’t go into the details, talk
about the failure, I found this great solution, and you kind of gloss over that part, and
then go straight into this is the wonderful life I have now. Well, your solution will
be that missing part of the story. So you’ll come in and say: So what I want to do now
is share with you that super-cool solution that I discovered that allowed me to benefit
or get all those great results I just told you about. And what’s great about this structure
is that you’ve already laid out all the benefits of what you’re going to talk about.
So they have a reason to sit through that 30 or 40 minutes of explanation and value
delivery, because they already know what they’re going to get as a result of it, because you
explained that in your story. So pretty cool, right? So that’s the value bomb, you hold
nothing back, and the only tip I have for this is you don’t want to be super detailed.
So, for example I’m in the sales funnel building business marketing niche, so I would
talk about landing pages and sales pages. But I’d just talk about the design elements
and some copy. I don’t go into the HTML or whether or not you should use Clickfunnels
or Optimizepress or Leadpages or InstaPages. I don’t go into that in my webinar, because
those are details that are not really important. So I just want to go over here’s this system,
you need this sales page and here’s what should be on it, not necessarily the details
of the [14:00] HTML or the CSS, because I don’t want the viewer to be sitting there
and think yeah, I can do this, I can do this, and then that mean little voice in the back
of their head starts talking to them and says You don’t know how to do HTML, you don’t
know CSS, you don’t know what clickfunnels is or instapages or whatever instagram, like
what is all this stuff? You always want to keep in mind what that mean little voice is
saying to your audience, so that’s why you don’t want to go into details, because you’ll
be giving that mean little voice fuel. So once you’ve done that, you’re ready
for the offer, and this is where copy writing skill really, really comes in. And because
most of us are just getting started, we don’t have the decade of copy writing experience
it takes to write a really compelling and good pitch. So this is something that I borrowed
directly from Dan Kennedy,don’t take credit from him at all, unlike the previous two steps.
And it’s the here’s what I got, here’s what I’ll do, here’s what to do next,
why you should do it now, and that’s it. So once you’ve done delivering all that
value, your value bombs phase, you’re going to say: OK, something to the effect of transitions,
So what I’ve just showed you is the exact system and strategy I used to like, and if
you’d like me to help you here’s what we can do. And then you go straight into I’ve
developed this 30 day programme for losing weight. And so there’s what you got. Here’s
what I’ll do for you: Over the next 30 days it will help you d. 1 2 3 4, and what it will
help you do should tie into those benefits and results you talked about in your story,
right? So you’re closing a loop and you’re reinforcing what you’re saying. Consistency
is key here. And then number 3, here’s what to do next. You just tell them: Go to the
check-out page, enter in your credit card information, after that you’ll be taken
to the login, and you’ll [16:00] be able to start immediately. And then here’s why
you should do it now. Talk about whatever urgency there is around it, if it’s a limited
time offer then you can talk about that, or if it’s not then what you can do is talk
about the things, the problems that are going to come up if they don’t take action now.
Like with weight loss for example, you just say Hey, if you don’t start now, it’s
going to be harder, because that fat is just going to keep building and building, and by
the way, triglycerides actually never go away, they only shrink, so the more fat you get
the less fat you can actually potentially lose in the future, or the harder it is to
lose, or something to that effect. Just build o Hey, if you don’t do this now, these bad
things are going to happen, or you’re going to be stuck in your situation. And then once you’ve done that, you’re
ready for the close. We’re all probably familiar with this, from sales pages, this
is the part where you say in module 1 we do bing bing bing bing bing; in module 2, you
bing bing bing bing bing bing, in module 3 we do bing bing bing bing, and you just go
through module 1, 2, 3,4 and then you have your few bonuses, 2 to 3 is a good number
to have, anything after that it kind of feels like you’re just throwing stuff at the audience.
It’s hey we got this bonus, we got that bonus, we got this bonus, we’ve all seen
those sales pages where there are 12 different bonuses and you go Oh my gosh, OK, well these
bonuses can’t be worth that much, s o you’ll actually start diminishing the perceived value
of those bonuses if you have too many. So 2 or 3 seems to be kind of the sweet spot
in terms of number of bonuses. Finally, if it’s a live webinar you can have a Q&A.
This is the easy part, because all you do is just sit back, and you just answer questions.
Just be yourself, and answer questions; it will be something very similar to this video
that we have right here, and it will just be OK, John, well let me tell you more about
this specific part of building a sales page. And that’s where you can [18:00] go into
detail. Because that’s when those type A personalities, those people who really do
want to learn, will ask those questions. And of course the only caveat here is, if it’s
not a live webinar please don’t use one of those automated systems that pretends that
you’re live and pretends to ask you questions, because even if your chat is off by a millisecond,
one millisecond, your audience will be able to know and your credibility and rapport-building
and all that brand equity and good will you built, it’s like it’s [popping sound].
It kind of just splats. So, it might help you make more sales, but we’re always thinking
about the long game. And even if the person doesn’t buy on this webinar, if you delivered
value and you followed all of these steps, they’ll most likely eventually purchase
from you in the future, because of the goodwill you’ve built up with them. So you definitely
want to make sure that you’re not sabotaging your future success trying to just squeeze
out two or three more sales out of your webinar. And that’s all it takes to put together
a power-packed webinar that builds rapport and goodwill, and allows you to easily sell
your product or service at the end of it without coming across as salesy or spammy. So I hope
you enjoyed this particular episode. I had a blast putting it together; I spent a lot
of time going through other webinars, going through blog posts and surveying to come up
with this 7, really simplified 7 part formula for you, and I hope you found value out of
this video. If you did, and you got some insights, hit that like button, and then subscribe for
more business building tactics and marketing strategies just like the ones we talked about
in this video. And of course in the description I’ll have the 7 steps with a brief description
of each, and then go ahead and leave a comment in the comments section below after you subscribed, letting me know what business or what industry you’re in, and what kind of webinar
you’re thinking about putting together. Or, if you’re not sure if webinars are right
for you, go ahead and ask about that too, and I’d be more than happy to help you figure
out if webinars are good for you, and growing your business or starting your business. So,
until next time, keep building the business you love, and I’ll see you guys next week
in Episode 16. Take care.

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