gotta make sure you feel the energy how
do you use a webinar to sell more
software maybe you are frustrated
because you have a bunch of people
signed up but they didn't buy the
product maybe you have a newsletter
you've done like a ton of blogging and
you've got a bunch of people in the
newsletter but they're not using the
product or you have a need to pre sell
the software to fund your growth if
you're bootstrap this video is for you I
want to show you a way to essentially
create a ton of value for potential
customers and have them buy in bulk
especially from a point of pre buying
one year to year and even three year
contracts using a leveraged approach in
a webinar it's something that I've been
doing for a long time and it's funny
because like when I first started I was
horrible at it my first webinar ever I
remember my buddy Lewis house came over
to our office in San Francisco we're
building flowtown and he's the webinar
guy and he was like webinars webinars
webinars and I was like yeah webinars
he's like massive action do webinars and
we're like yeah we're gonna do webinars
so we like took some of the emails on
our newsletter and we signed them up for
a webinar and I was gonna do a marketing
thing and I did it and at the end of it
no sales nothing zero happen I didn't
and I know why I didn't have any
framework any training any process I
just said I'm gonna do a webinar at the
end I'm gonna make an offer what I'm
gonna share you instead in this video is
a very detailed structure and approach
that I've used to help hundreds of my
clients use webinars to sell software if
you're familiar with Salesforce or
leadpages or SEO Moz or a ton of
companies in the b2b Sasse space they
all use webinars turn rural clients into
their product eventually with my company
clarity figured out how to do it and
since then I've had one of my webinars
do four hundred and fifty thousand in
sales so it can work it takes practice
but I'm gonna give you the bones in the
structure to make sure that when you get
to the offer everything else before that
aligned to get the person or the
customer enrolled and then also how to
deal with Q&A so there's five core steps
to an incredible
converting webinar the first thing is
how do you start you just start with an
intro right so I like to have fun with
it my webinars I like to play music I
like to ask people where they're from
and how's the weather those are two of
the favorite things people love to tell
you about them and just start the
conversation go and kick it off make
sure you build it interactive even
though it's one too many maybe you're
broadcasting your video maybe it's just
your slides there's still a sense of I
want to know that somebody on the other
end is responding so right off the bat
you know set the stage talk about the
agenda and then ask people to interact
asking those two questions where you're
from
and how's the weather they pop it in
there and just welcome them to the
webinar John Mary Lisa welcome to the
webinar we're gonna kick it off and we
ready going so that's the first part the
intro the second is the story now it's
not any story it's actually called the
expert story it's your story that
positions you as an expert whatever
you're teaching okay let's just call it
three points three three strategies to
increase your marketing whatever the
value is your product offer so you have
a software product whatever problem it
solves you want to do a webinar that
solves that problem through the content
so if you have an HR recruiting platform
your webinar should teach people how to
hire better if you have a Instagram
marketing tool then you want to teach
people how to do better Instagram
marketing so let's just call it three
things what you want to start off in the
story is teach people how you learn how
to do it maybe you started off an
Instagram and you realize that it was an
up and growing channel and you wanted to
do it and you spend a hundred hours in
three month period and no results and
you just try to try to try it and maybe
you went on a journey maybe you went and
you read all the books you talked to
some experts and then finally something
clicked and you learn how to unlock the
power of Instagram marketing and that
becomes the three strategies that you're
gonna teach in the webinar so you want
to spend about 25 minutes on the
teaching stuff but about 5 to 10 minutes
on the story so you start with the intro
go-to story and then finally the third
is the framework and the framework I say
three things that you want to teach but
here's the cool thing if you put it if
you draw okay and this is like super
simple okay a triangle if you have three
and you draw a triangle and you go boom
boom boom all of a sudden now it's
valuable okay this is a game-changer if
you're building any kind of training
material and you don't take the
opportunity to do a triangle a square or
a circle and like think about if you had
four points for strategies to increase
your recruiting process you could just
draw a square and then put it into a
grid and call it a quadrant and have it
called the recruiting quadrant and these
are the four things that you need to
know to just dominate in recruiting it's
that simple
but I write framework because if you
don't have a process then people don't
value it if it's just like three random
things it's not as interesting as some
kind of diagram the way I think about it
is when you draw it draws people in and
they're gonna value it and appreciate it
more and then all of a sudden they're
like man this person really is an expert
at this information then the fourth part
and this is the magical one is the offer
okay and when I think about the offer I
think about the turn so ideally what you
teach in the webinar gives people a
result gets them a result but it's done
in the hard way so whatever your
software does whatever problem it solves
the webinar content teaches people to do
it manually maybe it's a spreadsheet you
give them maybe it's the process and
like step one you do this two three four
and they're like wow that's amazing and
then you go hey I just taught you this
way of doing it and I think we both
agree that it's really powerful and
valuable in they'll go yeah that's great
said would you like to learn how to
automate this and that's called the turn
you introduce a new problem that it
takes forever to do that process maybe
five hours a week and you have a
software solution that could automate it
for them and I just ask hey would you
like to learn more about a solution that
could automate this for you really quick
and everybody's like yes yes please
please please that's the turn new
problem takes a lot of time to do this
great new solution your product and
that's when you start diving in to the
specific offer now there's there's seven
key characteristics of great offer but
the one I really want to dial in and
what makes it different why should
people buy on the webinar versus any
other time and that's called add-on some
people call bonuses I call them add-ons
there are four add-on types that work in
incredibly well for software founders
using webinars to sell their product the
first one you want to think about it
kind of like a supplement you know and I
think of like people training lifting
weights maybe maybe your product help
them train kind of give them exercises
in a schedule the supplements you know
normal supplements would be like
vitamins or whatever it's the things
that they would need to be even more
successful or where they would get hung
up so these four add-on types are
critical to make the offer irresistible
okay so the first one is a done-for-you
offer okay and you can do this for like
the first 10 people maybe it's actually
assigning one of your product
specialists to the customer for a
three-hour free strategy and
implementation workshop values $1500
you're gonna add that as an add-on
so the done-for-you bucket is one of the
key areas that I think a lot of
customers would find extreme value that
wouldn't be otherwise available if they
just signed up for your product and you
can add that as a specific thing and
maybe only the first 10 right so you
create a sense of urgency the second one
is a digital course some kind of
training maybe you created a way you
know you take the webinar and you expand
on it maybe there's these other facets
of it whatever somebody would get stuck
in implementing your product maybe you
have a digital course and it's a $500
program and for people that enroll on
the webinar into your product today
you're gonna give them that as a free
add-on to the total package right so you
add that the third thing is templates
you know when I think about project
management software accounting software
marketing tools the biggest challenge
that I'm always gonna run into is what
should this look like how should I
structure this what's a best practice
just tell me how to do it I don't want
to have to figure it out and if you
already have you know the best templates
based on your experience working with
hundreds of customers that you know work
and you add that as a bundle and an
add-on to the offer that's got
incredible value so you set a value of
that and you add that to it and the
fourth thing is if you have other tools
okay so you know it's easy if your sales
force calm and you're like well if you
enroll in our CRM product we're gonna
throw in our support software at a
discount or whatever or you know I know
leadpages offers drip they just bought a
product called drip and you can get drip
at
you know for 90 days for half off or you
know $20 trial whatever it is but they
they have other products they can sell
if you don't have that ask yourself what
what other software exists in my space
that I know a customer uses alongside
mine so maybe you have like I said
Instagram marketing tool and you know
that people that use that also have a
need for an email automation software so
you could actually go to a company that
has the email automation and say hey I
love some kind of discount code or some
kind of bonus that I could you know get
that's exclusive to me so maybe it's an
affiliate thing and you just pass that
along to the customer and you add that
to your offer so you know a lot of
people that use my product also need
GoToWebinar so what I did is I reached
out to GoToWebinar and I'm able to give
it to you at half off the retail price
but only for those on this webinar that
invests in the in my software and that
is a great way to fill out the four key
add-on sections to the offer to make it
irresistible now the fifth part to an
incredible webinar is the QA and this is
this is where the magic happens and the
reason why is when you get to questions
yes they're gonna have questions about
the content and the structure and maybe
some other things in the webinar but for
the most part they're gonna ask
questions about the you know the offer
Hays their 30-day guarantee is there a
way for me to invite people on my team
so they're gonna talk about your product
what you want to do is proceed based on
previous webinars or QA FAQ frequently
asked questions could be about pricing
features set up time invested whatever
it is and you can pre set up five to ten
questions that you know that your
customer is going to be asking so that
you can see those in the QA
so you can say John asked now this is
not a lie it's not misleading because
John did ask just not in the webinar but
I didn't say that I'm saying hey I'm
getting a QA hope John asks can I invite
my team member to collaborate around the
reports great question John
here's here's how that works in our
product and you can actually if you you
want to go ninja open it up show the
software on the webinar and walk people
through how incredible it is that's
that's next-level a lot of people a
little if you do it a lot of demo but
that's what I would do and you can just
have those
you know five to ten frequently asked
questions proceeded so that as people
ask questions live you can go to one
live one seed one live one seed and
doing that will help overcome some of
the objections people have on the
webinar and they're eventually going to
buy and pre buy and this is where the
offer comes into play give them a reason
to buy a year two year contracts of your
software and that'll help fun especially
from a cash flow point of view for you
bootstrap founders out there the growth
of the business webinars are one of the
most powerful conversion tools to scale
your sales process using some kind of
paid lead gen to a webinar offer of your
software I've had many of my clients get
to a million plus an eight-hour our
annual reoccurring revenue in in months
because they were able to leverage the
webinar framework I just share with you
guys so I want to ask you leave a
comment below and let me know what is
the title of the webinar if you have one
talk about it below what are you
teaching if you don't have one what
would it be called again think about
your software and the problem it solves
and how you could teach something
aligned with that problem you know for
them to do it manually leave that below
I can't wait to read your answers I hope
this video finds you incredibly well and
I'll see you next Monday if you like
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