The #1 Mistake to AVOID with Webinars

Transcription

Webinars are awesome. But do you know the one mistake to avoid with your webinars? Well, that’s what I’m going to share with you in today’s episode. If you’re thinking about creating a webinar or if you have an existing webinar, do not go anywhere because the one mistake I’m going to reveal to you right here could save you a lot of frustration and wasted money.

Last Monday on the solo round I talked about how we’ve stopped content marketing to double-down on our webinars. We only have one webinar, that’s it, in our Perfect Client Pipeline. That’s our business model, but as I mentioned, there’s a big difference between having a webinar and having a webinar that converts. I want to share a story with you to help this sink in.

 

Example of webinar that wasn’t converting: You don’t know what you don’t know

A couple years ago, we had a fitness coach/health coach come to one our workshops. Her webinar was not converting well at the time. She was selling a sugar detox and it just wasn’t working, so we opened the laptop and looked at the slide deck.

We looked through keynotes, slide by slide, and I started to see a pattern. I saw the problem. She was not aware of the problem because she didn’t know what she didn’t know. That’s why it’s so important to have the right plan, coaching, advice, mentorship, and guidance to help you go through this stuff.

The big mistake that she was making was that she was giving away all the content, all the answers, all the how-to on the webinar. That is going to kill your conversions, as it did hers.

We looked at her content and said, “We’re going to position it this way instead. We’re going to move a couple things around and tweak how we’re introducing the content.” Suddenly, she said, “Wow. This makes a lot more sense.”

She took it back, ran the webinar, and it did a lot better. The one mistake to avoid is just verbal diarrhea-ing. Is that even a word? Don’t diarrhea all your content all over the people watching the webinar. Specifically, don’t do so in a way where you’re giving them the exact roadmap, for what it is they want to do.

 

Framework to position your content properly: “Teach to sell”

There are a couple important ways to position your content properly in your webinars. I’ll give you a framework. When we do a webinar, or teach any content in general, there’s a spectrum. On one end of the spectrum, we have “no teach.” In that case, it would be all pitch, which is never good.

On the other end of the spectrum, which is what most people do, is called “teach to teach.” They teach for the sake of teaching. They give away all of this great stuff and everyone thinks, “This was such a good use of my time. This was tremendous. Thank you so much,” and nothing happens.

We want to go in the middle, which is our sweet-spot. This methodology that we’ve created is called “teach to sell.”

“Teach to sell,” means teaching in a way that leads to a sale, whether that’s an enrolling of clients or selling of a product.

There are a couple distinctions between “teach to sell” and “teach to teach.” The biggest is that with “teach to sell,” we talk about the what and the why, not the how. When you finish the webinar, what you want the prospects to be thinking to themselves is, “This is amazing. This is great. Now I know what to do, but how do I do it?”

That’s where you come in as the knight on the white horse with your program, your coaching, or your solution. That’s where you come in. Giving them everything in the webinar is a massive disservice because once they leave the webinar, they’re never going to have access to that information again.

They’ll have forgotten most of it, and they’re not going to act.

 

Build desire in the webinar and have an objective

We want to build the desire in the webinar to move to the next step with us. The only way to do that is by following this “teach to sell” framework, which is exactly what we walk through with our clients to help them build out their webinars.

If you don’t know how to do this properly, don’t even bother creating a webinar. If you don’t follow our Perfect Client Pipeline which is Facebook Ad, Webinar, Application, and Enrollment Call, then you can’t spend money on Facebook.

You can’t run ads if none of that is converting into paying clients. You must have each step of the process dialed in. The number one mistake, as I said several times already, is do not over-teach. Don’t teach for the sake of teaching on your webinar. Have an objective and know how to position that content effectively.

Content marketing, lead magnets, and “content congruency”

When we were teaching content marketing back in the day, it was the same situation. Why do most blogs get an average conversion rate from a visitor to an opt-in of only 1%? The number one reason is that they’ve given away everything in the blog post. That’s good because people are looking for that solution, but it’s bad because you’ve satiated their whole desire. You’ve scratched their itch.

Secondly, most people just say, “Join my newsletter,” or they have one opt-in across the entire blog. We started creating content that provided an amazing value and, in some cases, it gave away the how-to. In some cases, it didn’t, but either way, we would then tie that into a lead magnet that was specific to the content.

If they were reading a post on kettlebell training, we would have a free kettlebell workout lead magnet. That’s why our average conversion rate on our blog is 11% on the health and fitness site.

I don’t recommend spending all your time content marketing. But if you do, make sure you follow that approach so you have what we call “content congruency.” We take that same idea back to the webinar. Don’t give away everything because then you scratch all the itches.

It needs to be built in a way that moves them from prospect to client. Anything else is a disservice. If you think you’re being of value to people by giving away everything, you’re not.

They’re going to leave. They’re not going to enroll with you. They’re going to continue to suffer down their path and nothing’s going to happen. Does that make sense?

 

Health Business Accelerator Program and what’s to come

This is a quick episode today. We don’t need to belabor this point, but that’s the number one mistake you need to avoid with your webinars. If you’d like our help in building all this stuff out, we’d love to help you. Check out our Health Business Accelerator Workshop to see if it’s a good fit for you.

If it is, hit the “Apply Now” button and we’ll see if you are a good fit for us. That’s over at healthprenuergroup.com/workshop.

That is all for today. I hope you’ve enjoyed this episode. This week, we’ve got some inspiring conversations with a good friend of mine, Lori Kennedy, and Daniele Hargenrader. Don’t go anywhere. Be sure to subscribe to the podcast, so you don’t miss any of this awesome stuff. I will see you on Wednesday. In the meantime, continue to go out there, be great, do great, and we’ll see you then.