Course Sales Series: Part 1 of 3
Every great launch starts with an amazing sales driver- a strategic piece of content that ends with a pitch into your course.
And one of the most common sales drivers? A webinar.
If you’re reading this blog post, then I’m pretty sure you’ve registered for a webinar at least once.
In fact, I’m pretty sure there’s an email in your inbox right now inviting you to a webinar. 😏
Why are they so common?
Webinars are fantastic ways to produce course sales because they educate and engage your audience, giving them familiarity with your brand, your teaching style, and a quick win.
Now, webinars (although very popular!) are NOT the only way to drive sales for your online course.
In this three-part series, we’ll be discussing each of the three most common sales drivers are via a webinar, an email video series, and a social media challenge
- Email video series
- Social media challenge
These 3 sales drivers are exactly what we focus on with our students in Clients to Courses®. Come learn more about the program here!
In this first post, we’ll go over all of the details about how to create a webinar that will help you sell your course.
Should I use a webinar to sell my course?
Webinars may not be the best way for you to sell your course. 😮
One of the biggest things I see when it comes to how to sell your course is people trying to replicate what someone else has done to sell theirs…
…or being taught a method that is “sure to work” simply because it worked for the person teaching it.
So, if that person has been successful selling their course with webinars, you’re also told that that’s how you need to do it.
The “if it worked for me then it’ll work for you” method is flawed.
Because what works for me may not work for you.
But how do you determine which sales driver is the actual best fit for you?
In Clients to Courses® , before even starting the conversation about launching your online course, we actually talk about choosing the best sales driver for your course based on three areas: you, your audience, and your industry.
But for now, let’s focus just on YOU.
How to determine if a webinar is the best choice for you
As a business owner, here are a few things to consider:
- Do you thrive in a live environment?
- Do you prefer instant engagement with your audience?
- Will you be able to run/host the webinar at an ideal time for your audience?
- Are you comfortable answering questions live?
If most of these questions make you cringe in discomfort, then a webinar may not be the best option for you. 🤷🏻♀️
Stay with me. If a webinar isn’t for you, then perhaps an email video series or a social media challenge may be right up your alley!
But if you thrive in a live environment and are even excited about the chance to create a live webinar, then let’s jump right in and get started! 🎉
How to create a webinar that sells your course for you
A webinar is meant to help your audience in a way that naturally leads them into your course.
It is not meant to be a deep-dive course, or a lot of different key points and takeaways condensed into one hour.
So how can we create a webinar that naturally leads your audience into your course while providing value in a short time frame?
Step 1: How to pick a webinar topic
Your online course solves a problem; it eases several “pain points” for your audience.
To pick your webinar topic, we’re going to work backwards from your course.
Working with the end in mind will guarantee that your webinar topic will definitely lead into the offer you’re going to sell at the end of the webinar (in this case, the online course).
So how do we do this?
First, list out all of the “pain points” that your online course addresses. What main pain points does your offer/course solve for your audience?
Then, pick ONE pain point. Yes, just one.
That ONE pain point will be the topic of your webinar!
Not only will this one topic be valuable for your audience (and give them a quick win!), but you know it will naturally lead them into your offer.
Step 2: Outline your Webinar
Now we take that topic and develop the outline for your webinar.
And guess what? This should be very familiar for you by now!
The process for outlining your webinar is similar to outlining your course (but in a more abridged way, of course!).
So what exactly goes into your webinar? And how do you know if it’s “too much” or if it’s “not enough?”
In the previous step, you chose your topic.
You’ve identified the “Point A” of this webinar for your audience.
Now, you’ve got to bridge the gap in a simple, concise way to help your audience reach Point B.
What will help support your audience in overcoming this particular pain point? How can you frame it in a quick win for them?
(Remember- sometimes the simplest solution is the golden solution. It may be simple and second nature for you, but it may not be that way for your audience. Don’t overthink it!)
As you create the outline for your webinar, pull out your testimonials and client stories. You will weave these into your webinar (not just at the end!) to drive home the transformation that your course delivers.
Also, remember to include your story. Facts tell, stories sell.
Stories are powerful sales drivers, but be brief with it! If it takes you longer than 15 minutes before getting to the main content, then that’s a sign to shorten it.
During your webinar, I like to tell my students to keep the following in mind:
- Keep the webinar at (or under) one hour! People are busy, and anything more decreases engagement and impact!
- To help with that, keep your webinar fluff-free. We are overloaded with information already, and we don’t want to trick people into joining a webinar only to give them zero value or a long sales pitch!
- I like to include notes to myself in my outline to remind me of where to have people come in and engage with questions & comments. This makes the webinar more interactive vs talking AT them the whole time!
- A webinar is educational and should provide a quick win, not give all the topics, all the solutions, and all the things.
Step 3: Where should you host your webinar?
After completing your outline, it’s time to choose a service to host your webinar.
And if you haven’t already, then you’ll soon start to search for a place to host your webinar that offers a live chat for engagement and that allows people to come in and join live.
*Insert decision overwhelm here* 😖
Between services like GoToWebinar, EasyWebinar and WebinarJam, there’s no lack of places to host your live webinar.
People are already quite familiar with Zoom, which makes it easy for our audience to access and engage.
Zoom is free for up to 100 participants, and for up to 40 minutes for group meetings.
That’s not going to work for your webinar, though.
I recommend upgrading to the Zoom Events & Webinar plan.
It is $79/month.
Why upgrade to the webinar version?
Just like regular zoom, you’ll be able to record for replays and download the chat which is nice to review to see what people said, questions they had, aha moments and/or any sticking points.
But this version allows for more features like Q+A and only allows your camera to show vs the audience. This keeps eyes directly on you vs what others are doing.
Here’s what I suggest, though.
(Let’s call it a webinar hack 😜)
Upgrade to Zoom Events & Webinar for the month you are going to host your webinar… and then downgrade back to the regular (or free!) plan.
Step 4: Create the webinar content or slides
If you’ll be using slides for your webinar (which I highly recommend), then it’s time to start creating them!
To create your slides, I highly recommend Google Slides or Canva.
Canva is our favorite because it’s easy-to-use and has tons of options, graphics, images, gifs, and templates to choose from.
AND you can easily create a workbook to go along with your webinar!
Workbooks can help keep people engaged, and I like using them when I host webinars.
You can use PDFEscape to make your workbooks editable.
Another quick hack: Make a copy of your webinar slides document in Canva. Open the copy and resize to PDF. And voilá, you’ve got a PDF with the same graphics to match your webinar slides! (This works in Canva Pro, and the upgrade is SO worth it!)
As you create your slides, keep the end in mind. Remember that the point of the webinar is to sell your course but also to deliver a quick win for your audience.
Here are some more tips to keep in mind:
- Share your testimonials! So many people forget to sprinkle testimonials throughout the webinar (vs just at the beginning or during the pitch!).
- Practice! Go through your content with a time to make sure it fits within the allotted period of time.
- You don’t have to use slides! You can use face to cam throughout the whole webinar, or use a combination.
- Keep them engaged! Build in questions or ask for comments in the chat 🙂
Step 5: Promote!
Now that you’ve got your webinar platform and your webinar materials ready to go, it’s time to promote your webinar!
So what exactly do you need?
- The name of your webinar (amplify the transformation promised!)
- Your webinar date & time
- Your promotional materials for your actual course
- Your promotional materials for your webinar!
Yes, your webinar also needs promotional materials: a landing page for sign-ups, emails for your list, emails for when people sign up, etc.
And to make sure that you give your audience enough time to sign up and exposure to your promotional materials, give yourself ample time to promote the webinar!
Imagine creating your webinar, choosing your platform, creating all of your promotional materials, setting up your automations, getting everything ready to go…
…and no one shows up.
Devastating, to say the least.
So please make sure to build in plenty of time in your launch timeline!
I always recommend giving yourself enough time to create content that leads up to the webinar, and content that promotes the actual webinar.
How to create your webinar with support
From choosing the best sales driver for you, to creating the promotional materials for your webinar, and everything in between… the process can be difficult and a bit overwhelming.
Which is exactly why I created Clients to Courses®. I wanted to provide a comprehensive program for business owners who need support from creating your outline to choosing the right sales driver for your course… all the way through to a successful launch!
If you’re ready and want this kind of support, come on and join me (and the rest of the Clients to Courses® community)!