Similar to the anatomy of a blog post or the anatomy of a YouTube video, your webinar should be structured with an introduction, a lead in and your content split into multiple modules.
However, in the case of a webinar, you will need a transition that will serve as a bridge between you, teaching and delivering free content, and you, starting selling and offering your paid service or product.
As always, your conclusion should be followed by a call-to-action. Buy now and get a limited time discount…!
In the introduction, say that after the Q&A, you will be giving free bonuses or gifts to everyone. This simple tip will help increase your retention rate instantly.
Introduce yourself and tell your story. Ideally, talk about the struggle you had, what you did to overcome the difficulties and how going through this hard time made you learn, grow as a person and become an expert at what you do (what you will be presenting in the webinar).
This is very important! What makes you an expert? Why should people listen to you for the 45 minutes or so?
You have to remember that you will run your webinar on replay, so make it look real time, but without specific references to dated events.
Thanks for being on time! Please introduce yourself in the chat and send your questions.
Get your audience engaged early and often. Ask for comments and feedback in the chat.
Then, telegraph your offer early in the webinar saying that you will be giving very valuable and free content in your webinar and that it will be very useful for everyone’s business and will be paying off to everyone for many years to come.
Then ask the audience for their permission to take 10 minutes at the end of the webinar to make an offer that will be bomb value for them.
Ask them to say YES in the chat if they give you their permission.
Not long after, say that you are already getting a lot of yeses and later in the presentation, use their acquiescence to transition from your free content to your paid offer.
In your content, go through each of your modules, then show the results of taking action over the information you provide and show the consequences of not taking action.
End your content sections with a recap of the great value provided in your free webinar and transition to your close by reminding your audience all that they learned and how it will benefit them.
4. Conversion Rate – you want as many people to buy your offer