7 Webinar Copywriting Tips – Sell Through Education Instead of Hype
In our marketing bubble, webinars have been the #1 way to sell high ticket items for years. Yet in most markets, their selling power is largely untapped.
B2B folks seem convinced anyway.
A B2B Content Marketing Trends survey placed webinars as the second most effective way to sell, after live events and ahead of videos, blogs and case studies.
Why are they so effective?
- Webinars instantly position you as an expert
- People unfamiliar with webinars don’t feel they’re being sold to
- They can convert leads into sales within 24-48 hours
- They’re highly measurable and can be automated for consistent ROI
Webinars are common in B2B, whereas in B2C they’re still fresh and underutilized.
Let’s say you’re selling a natural health blood sugar balancing supplement. Just imagine how powerful a 40 minute webinar could be at educating people on the causes of high cholesterol, what foods to eat and how to naturally balance their ratio and reduce their risk of heart disease?
A lot of people would rather sit through a presentation that resolves something that’s bugging them than wade through 5,000 words of copy.
Webinars are only effective if you keep people’s attention
The challenge is overcoming the million distractions threatening to pull users a way. Your presentation has to go beyond plain vanilla advice if it’s going to keep people from flicking through Instagram, chatting on Facebook or checking their email. As always, harnessing emotion, intrigue and building tension are the keys to success.
Here are 7 webinar copywriting tips to help you keep viewers engaged and buying at the end:
1. Tell a Story
Stories engage at a deeper emotional level than a straight pitch. It’s how we’ve been wired since cavemen times. Share the background to devising your product or solution. Talk about the struggles, the failures and the Eureka breakthrough that led to your product.
2. Give Them an Easy Win
Give viewers a tactic they can implement almost immediately. This will give them an instant sense of advancing from where they are now. It will also make it easier for them to FEEL what they can gain from your product.
3. Frame the Price
Before you reveal the price, establish the costs of not taking action. Explain how much time and money they’re wasting without your solution. While they could try and figure it out for themselves or buy a cheaper alternative, explain how this will cost them more in the long run.
4. Crush Objections
In every sales letter, VSL and webinar, crushing objections is vital to clinching the sale. Write out a list of reasons why someone might not buy and then address every one in a clear, objective manner. Then by the end they’ll have no excuses and will only see positives from having your solution in their life.
5. Lead Them Up a Staircase
Imagine your webinar is a staircase. At the start your viewer is at the bottom, struggling with a problem that’s preventing them from advancing in their career or life. Over the course of the webinar your job is to jump them up the steps by revealing what they can do to achieve the salvation that awaits at the top.
6. Track and Optimize
The beauty of webinars is the ability to track and improve their performance. Your goal is to get average order value (AOV) above your cost to acquire customers (CAC). Once you’ve done that then you can open the money hose and potentially scale to six or seven figures.
7. Test Live then Automate
Doing webinars LIVE is the best way to test and perfect your pitch. The interaction, unscripted vibe of live webinars naturally creates greater trust and engagement with your viewers. Just calling out their names and reading their comments has been found to increase sales. Then when you have a winning formula you can switch to automation for a consistent pipeline of sales.
Ready to Grow Your Business with Webinars?
Recently I completed Joel Erway’s Webinar Accelerator Program. Joel gets paid up to $40,000 to write webinars for elite marketers like Russell Brunson. And for them it’s money well spent. Russell generated $10 million from his webinars last year alone.
At $1,997 (it will soon go up to $2,997), Joel’s Webinar Accelerator ain’t cheap.
However, webinars are arguably the best way to sell right now. They’ve got huge potential in under served B2C markets. And you may make your money back on your first webinar project.
So whether you take Joel’s course or figure it out on your own, writing webinars is a high ticket copywriting service to add to your arsenal.