Many of my clients are changing their business orientation to include online video webinars. They have attended other people’s webinars, ended up purchasing products as a result, and thought, “This looks pretty easy – I should be doing this!” However, often they find little to no conversion (meaning, no purchases). Webinars ‘can’ be simple to use as a business funnel yet not always easy until you understand the dynamics. Today I’m going to show you a quick three step formula that’s working really, really well and it really is easy.
Imagine this scenario.
What if you were suddenly recognized as a global expert and authority in your field? What if you suddenly became in great demand, regardless of your price, or what if you became a celebrity in your niche? Sound like a stretch?
Not at all – webinars give you the ability to connect with people around the world.
The thing is – everybody knows that videos work, even simple videos like a PowerPoint or Keynote presentation with a couple of words and pictures on the screen.
It’s important to understand that it’s not the video itself that is important in Webinars- it’s the way you do it.
Videos work if you do them right, and in order to do them right, you need to follow a proven formula. So, if you’re using videos now and you’re not getting the results you want, it probably has nothing to do with the way the video looks, and it has nothing to do with how fancy it is or how cool its special effects are, or what kind of equipment you use because at the end of the day, it’s not about how your video looks or even what you say. It’s all in how you say it, and there’s a formula for saying it right and I’ve got one for you!
Three Step Webinar Formula
1. Pattern Interrupt
Step number one of this formula is something called a pattern interrupt. I want you to think about this. Your prospects are bombarded with distractions, more than ever before. Your video has nine seconds to live, and the reason I say that is because in the first nine seconds, you have to grab their attention and you have to sell them on basically watching the next segment of the video.
A great way to interrupt their pattern and get their attention is to control one thing. It’s to control their focus. So, how do you control focus? Well, a great way to change someone’s focus is to simply ask them a question. Why? Well, think about this. It’s pretty much impossible for the brain to ignore a question, and when you ask a question, it sets you up for part two of this formula.
2. Payoff for the Viewer
Step two is something we call the payoff. See here’s the thing. Your viewers also need and quite frankly want to flat out benefit from watching your videos. So, the deal with this is the trick is you need to write, star in or simply narrate videos about one thing – them! Here’s some simple tips on how to do that.
First of all, you want to talk about them more than you talk about yourself, and especially you want to talk about more about their desired outcome than you want to talk about your stuff or what it is that you have to sell. Ultimately, your video should be about them and their desired outcome. So, one kind of formulaic way to do this is to show them what their desired outcome looks like and then simply educate them on how to get there. That’s the payoff for the viewer, the education on how to get what it is that they want. That’s why they’re really watching your video.
3. Call to Action
Once we have them engaged with that, then it’s time for the next step which is Step three. It’s the call to action. Every video should have a distinct purpose and one purpose only. That purpose could be to make a sale. It could be to presell. It could be to generate anticipation for a launch. It could be to get someone to opt-in on your email list or register for a webinar or whatever. Whatever it is you want them to do, you need to ask for it in this third step.
The reason this is important is because if you don’t ask, it’s not really going to happen, but you can’t just ask. You also need to give a beneficial reason why, and on top of that, you need to give them a good reason why they should do it now.
That’s a pretty simple formula, isn’t it? It just takes planning with an understanding about how webinar videos can increase your business bottom line while giving your fans and followers what they need.
Need help with webinar marketing? I’m here to help!