Whilst talking to a client today, I shared with them the different 2 types of webinar:
1) The Discovery Channel documentary type webinar where you TEACH rather than inspires – and like a Discovery Channel documentary, you get a lot of praise and kudos for sharing such great knowledge, but few people watch it and you get a few sales because you have not inspired.
2) The Game of Thrones type webinar where people are already excited before it starts and you take people on a journey, inspire them and have them thinking and talking about you for days and unable to wait to buy from you to help them take the next journey into the wonderful new way of thinking/ living or doing business they have created.
The KEY to any successful webinar is to create a Westeros for the audience, a place that inspires them and is so far beyond where they currently are (emotionally) that they want to go there again and again and again (through working with you or buying your product or service).
The problem is that most webinars do not do that!
So the key question is how do we do this, how do we turn our Webinar into a Westeros?
1) The Webinar starts before the webinar starts
Although Game of Thrones starts airing in April, there are teasers and adverts about it many months in advance.
In this same way, your webinar shouldn’t be something that just happens, but should have a good, solid build-up to it.
You could do this by having an email sequence teasing your audience, a few videos that touch on a few of the points to be covered or a few posts on social media that are announcing something exciting that is coming.
If you have an automated webinar, use a workbook, a video on the registration page etc – the goal is to have your attendees join the webinar having been looking forward to it for days or hours in advance.
2) A Game of Ice and Fire?
The original books that Game of Thrones is based upon are called A Game of Ice and Fire? Could you imagine inviting a friend over to watch A Game of Ice and Fire with you? Would the show be so successful if it was called that instead of Game of Thrones?
One of the most important factors in a successful webinar is a powerful name – a name that WANTS you to attend as it has a clear benefit as to attend.
A good formula to use is How to Get X in Y without Z – with X being the main benefit, Y being the Timeframe and Z being the biggest pain they want to achieve.
If this becomes very long, have a short catchy title and have this as the subtitle, so that you get the best of both worlds.
3) Start STRONG
Every Game of Thrones episode starts strong with something that entices you in. It’s very difficult to watch the first 10 minutes and then stop watching intently.
In a similar way, the first 10 minutes of the webinar is the most important as that is where the majority of the positioning takes place.
As long as your first 10 minutes is REALLY good, you will have your audience paying full attention, staying engaged and being there until the very end.
4) Relatability more than credibility
Let’s face it, Jodfrey was a right royal pain in the…. (pun intended). He had the authority and the position, but no one liked him.
On a webinar, people by from people, so you want to insure that you do not be a Jodfrey.
How do you do this, by using positioning-depositioning. You want to position yourself as an expert and authority, but not as a king or a demi-god. You want to be seen as ahead of the game, but not too ahead of the game that no one on the audience can achieve what you are showing them to do. You want to be an ally, someone who stands with your potential clients and not someone who stands above them. You want to be the person who is on the journey with them and that relatability will get you sales.
5) Your Bonuses are your Dragons
In the same way that Khalisi has her dragons as her biggest assets, you want to make your bonuses to be your dragons. You want to position them so well that audience members want to buy from you more for that than the actual course.
Bonuses are very powerful as they are often the factor that tips the scale in your favour. Ensure that you think strategically about them and have bonuses that offer great value, as this will increase your overall sales dramatically.
6) Take them to Westeros
The ultimate goal of your Webinar is to take your audience to Westeros – a place that excites them, is full of possibility and potential and, more importantly, a place that they can go when they buy your product or service or enrol with you.
This is key as a webinar is about taking someone on an emotional journey and an effective follow-up sequence reminds them of it (and makes your audience want to go back their again) by becoming a client.
If you don’t take them to Westeros on your webinar, when else will you?