If you’re looking to use webinars to sell your products over and over again and create an automated passive income system where you record your presentation once and keep making sales over and over again, you’re in the right place.
This is my exact, 26-point webinar framework to create a webinar presentation that actually sells.
When I did my first webinar, it was a disaster –1000 people registered and exactly 1 person bought my product! I simply didn’t know how to create a presentation that sold online.
Now, I generate sales constantly and my webinar ROI is over 400%. Pretty great for something I created once, right?
So how do you create your own webinar presentation that generates sales?
I’m going to talk you through the 26 points in my webinar framework, which I’ve split into 3 sections:
The sale or offer
1: The Headline
The first thing you need is a great headline – when somebody shows up to a webinar
you have just a few seconds to get their attention, so your headline needs to tell them what outcomes they’ll get from listening to your presentation.
Let’s say my topic is how to be effective at selling on webinars; my headline might be:
How to create webinars that sell your products and programs over and over again without feeling salesy or pushy
How to create an effective webinar in 30 days or less that sells your products and programs on autopilot
Craft your headline around the formula: How to do this so you can have that.
2: Expand on your headline
Your headline should form the first part of your introduction and gives your audience an idea of what’s to come.
Build the anticipation with 3 bullet points on what your webinar is about. Choose the top 3 solutions you’re going to present to your audience that will solve problems they’re currently experiencing.
3 & 4: The Problem and the Opportunity
I talk about the problem and the opportunity in one breath using a format I created called the Brand Story.
Typically, people tend to frame the problems their client is facing with the solutions they can offer in a very linear format. That’s practical but uninspiring. Let’s be clear; successful selling is about inspiring a person to take action on their own vision.
That’s where the Brand Story comes in. It’s really a story about the future your client wants, a vision you are painting of what’s possible. It’s not only about what they will have, it’s about who they will become.
Here’s an example of how I would craft a Brand Story:
“Today, there’s a new celebrity in the world and it’s you. You have a life story to tell. You have life lessons to teach and you have a message to share with humanity and because of it, you can earn multiple streams of income doing exactly what you love and building a celebrity brand in the world that really makes an impact.
If you’re the coach that wants to change a life or the speaker that wants to share their voice with the world or you’re the internet marketer that wants to make a real difference with a real message…you’re in the right place today because I am going to show you how you can get your voice, your message, your story and your life lessons out to the world with a simple webinar system.
The challenge is, most people today feel like they don’t deserve to get paid for their voice. The challenge is, most people have a tough enough time offline selling their products and programs that they think I could never do it online, but what if online could be even easier? What if online was just about learning a presentation framework like the one I’m going to teach you today, and once you’ve learned it and learned a little bit about technology (because you don’t need to be an expert so don’t get intimidated by technology) and what you do need to do is step up and own your voice?
And you can do that right here, right now, today.
There’s never been a better time in history to share your voice all across the globe…the opportunity to have time freedom and money freedom and to go on vacation and let your automated webinar play while you’re not even here, you can be making an impact while you are doing other things you love. How would that be?”
Do you see the vision this Brand Story paints?
It’s about who your client is going to become. It’s powerful because it’s personal, and that means people are more likely to want to work with me because we have something in common.
You can take any business and create a Brand Story.
5: Who it’s for
Tell your audience who the content is for. I often do this as part of my Brand Story, as you can see above – my content is for the coach that wants to change a life or the speaker that wants to share their voice with the world.
Make it inspiring; this is still part of selling a bigger vision of who your audience wants to become in the process of working with you, and an identity like ‘the coach that wants to change a life’ is far more powerful than stating your training is for life coaches, business coaches and executive coaches for example.
6: Personal story
I drop my personal story into my webinar.
So my listeners can relate.
That’s super important. Personal story is one of the most important things I do in my teaching. You don’t need to be an expert storyteller, you just need to be honest and vulnerable.
I might tell a 60 second version of my personal story where I share with my audience how I became an achiever to compensate for feeling like I was unlovable. I tell them how I thought money was the answer to my problems, but when I cracked 6 figures I overdosed on drugs and alcohol and almost died. And then I share how I broke through fear to become a coach and a speaker.
The more real I get, the more my credibility builds with my audience.
7: A hook
At this point, you’re almost ready to get into your content. Before I dive in, I give my listeners a compelling reason to stay on the webinar til the end.
I’ll tell them about an exclusive bonus I have for them – in my case, it’s often free tickets to one of my live events – and let them know that I’ll be sharing how they can get those right at the end of my presentation, so they need to stay right to the end if they want them.
8: Tell them to pay attention
Finally, I remind my audience to give me their full attention and be ready to take notes on the awesome content I’ve got for them.
Most people will be listening to your webinar at home with distractions around them, and if you tell them to pay attention they’re more likely to do it.
9: Content modules
10: Single thread
The next thing is we’re going to get into is the content.
I use 3 elements to weave into my content section; the Thread, Seeding and the teaching material itself.
i) The Thread.
When I’m doing a webinar I create a single thread that ties all the content together. It’s a focus I return to again and again throughout my presentation, that leads smoothly into my offer when I come to make it.
So for example I might focus on my signature Blueprint. I’ll tell my audience that one of the keys to creating a powerful webinar is having a Blueprint to follow, and that I’ll be teaching part of the Blueprint today.
I might also let on that the Blueprint itself is really responsible for 80% of the success you want to experience with your webinars, and that having the whole thing to follow is what’s going to be a game-changer.
I give them a single focus: if I have the blueprint, I can win and succeed at this.
Once I have the thread, I refer to the Blueprint all through the presentation. I’m not selling, I’m seeding – making my audience aware of the Blueprint and that they’re not getting the whole thing on this webinar.
There are 2 key reasons for this: first, when you get to the offer, your audience knows the Blueprint is just module 1 of your offer, and second, so they know that they need the WHOLE blueprint and if they want that blueprint, they need to continue their education with you after the webinar is over.
You want to seed your offer 2-3 times in your content to prepare your audience for it when it comes.
iii) Teaching material
I spend 30-40 minutes on my content, and I like to go deep into one or two things.
I don’t give all 7 steps of my Blueprint as I’d only have time for a top level look at it, and wouldn’t be able to give my audience the same level of value.
Although you’re not giving them everything, for the content you do teach, make it top quality. Your listeners will be wondering if your free stuff is this great, what’s the quality of your paid programs like?
12: Case Stories
Throughout your presentation, you need to tell powerful case stories about your customers and the success they’ve had in working with you. These are super effective.
Where do you put them in your presentation?
One thing you can do is seed them throughout the content – I might drop 1-2 case stories in my content, because I am constantly seeding case stories and talking about results.
I often put them in the introduction right after I tell my personal story. The reason I would use one in the beginning after my story is because after they hear my story, the audience might be thinking, OK, I know you did it, but who else has done it? So sharing a case story is awesome proof that what I teach works.
If you don’t have case stories right now, go out and create 5 case stories from your clients. You can use the case study to overcome objections and help your audience experience results in advance through the power of story.
13: Transition statement
When you’re done teaching content, you’re ready to transition into the offer. Do this using a transition statement to smooth the way into the sale.
Typically, I’ll say something like:
So I hope that you’ve enjoyed listening to how to create a really powerful webinar presentation. I’ve covered about 40% of what you need to know. Typically in a seminar or my online training of this, I would spend an entire DAY teaching this, but we don’t have unlimited time today.
This moves the audience into a new place where they’re ready to hear about how they can work with you further.
14: Buffer and hook
Right after I make my transition statement, I make an invitation to my listeners, and give them a buffer and a hook.
I explain to them that if they want to continue their education with me, I am inviting them to join my online training program. People like to be invited to do things rather than be told.
Then I give them a buffer – an acknowledgement that I’m not pressuring them into enrolling – and a hook; a reason to keep listening even if they’re thinking they don’t want to be sold to, like reminding them about the free tickets I’m offering up.
By taking the pressure off and giving them a reason to stay and keep listening, they’re more likely to stay engaged and give me their attention.
Here’s what my invitation, buffer and hook might look like:
If you would like to continue your education with me, I would like to invite you to participate in my online training that you can start from the comfort of your own home and you can start immediately when you get registered here in just a moment. You’ve heard me talk about the Webinar Presentation Blueprint over and over again, and so what I want to talk to you about right now is my online program. It’s a really an extraordinary system for you, and I’m gonna share with you the steps it takes to do this.
Whether you decide to enrol in my program or not, I want you to pay close attention right now because this is exactly what you need to know to actually build a webinar and build a business around a webinar system, OK?
So let’s get into the online training and remember, I’ve also got 2 free tickets to my live event that you’re gonna get in a moment, so stay to the end.
16: Container of the offer
Now your audience is prepared to hear your offer, you’re going to get into the module contents – the container your program comes in.
Go into detail about the training, the formats, the supplementary learning materials (worksheets, scripts, etc).
Most products or programs will have multiple modules, and you’ll go through each module in the same way.
Here’s the kicker – people only like to listen to that breakdown of the content and about the container for so long.
So to break up the monotony of the modules, sprinkle case stories throughout. Personally,
I deliver 2 modules and then a case story, then repeat until I am finished going through my modules.
By doing this, you’re delivering social proof right along with your program content.
17: Price contrast
19: Retail Pricing
Now it’s time to get into the actual pricing and structuring the bonuses. It’s time to transition into pricing.
Let’s say I’m selling an online program. I’ll transition into the pricing by wrapping my price contrast into my mission.
Price contrast is designed to build up the truth about what your actual value is; for me, my personal clients pay $200,000 a year for one-on-one coaching with me, and I share that with my listeners to highlight the incredible value I can provide them.
Then I share my mission, which is to make a global impact and share my message all over the world and help others do the same so we can transform humanity.
That’s the reason I’m going to give my audience special pricing on this product today. We’re on a mission together.
Talk about your greater reason for doing this, which is why your listeners are getting your product or program for a smaller investment (and of course they’re not getting your personal time).
Now you can share the retail price of your product. Note – this is not the actual price your audience is going to pay today, it’s the price your product or program usually sells for.
Don’t tell them yet what today’s pricing is, you’re about to build up the value and give them some bonuses when they enrol in your online program today.
Bonuses are an important part of selling that you want to include in your offer. You need to stack on the value. If you want to sell and have good conversions, you must have bonuses.
Give your audience bonus 1, and tell them the value of that bonus.
Follow it up with bonus 2, and tell them the value of that bonus.
21: Actual Pricing
23: Incentive to pay in full today
After talking about the first bonuses and the retail price of your program, give them the investment they can make today followed by your guarantee.
My products and programs are guaranteed for 30 days, so I assume all the risk myself; if anyone who purchases is not happy with their product, I give them their money back.
To further sweeten the deal, give your listeners a great incentive to buy now and pay in full: throw in an exclusive bonus and discount for fast action takers.
Why? You want them to pay in full, any business wants the money upfront. That shows more commitment, and it’s a win-win outcome – they get something, you get something.
24: Payment plan
For those people who want to purchase but don’t want to pay in full, offer a payment plan.
25: Second Call To Action
When you do a webinar, one call to action is not enough. The second call to action is what starts to get your audience into motion.
I like to talk to the little voice that some of my audience can hear in their heads, so they know I am talking directly to them. I remind people that they can choose not to let that little voice talk them out of making a decision that will prevent them fulfilling their passions, so they can give their gift to the world and serve humanity.
26: Final direct CTA
In coming to the end of the webinar, pick up momentum and end with a command. Tell them exactly what to do.
It’s your time to tell them, hey, at this point, if you haven’t made a decision yet, go do it.
Invite them to go ahead, click the button below, make this happen.