The Zen Healer's Blog

If your holistic business can help others improve their lives then you owe it to your customers to deliver your message in a way that makes it easy to choose you. Webinars are an efficient and cost-effective tool for conferences and training but their greatest value is as a resource for offering your message and service to potential clients.

But many are realizing that weaving a mindful or heart-based sales offer into a virtual presentation requires special techniques. Making a sale or attracting a new client through a webinar is vastly different than the offer you’ve perfected for your in-person presentations and seminars.

If you’re unsure as to how to structure your service offering in an information webinar then read on to learn 3 Key Steps for a profitable webinar.

The 3 Key Steps that I will outline for creating a profitable webinar are:

1. Positioning
2. Value Proposition
3. Strategy

1.) In a webinar, you will want to position 4 crucial areas:

a.     You. No matter how well organized or informative your material is your audience will not be open to the benefits unless you position yourself. In the introduction you must establish your credibility while at the same time showing that you are accessible.

1. Credibility. An authority may establish their special skill or knowledge by detailing their training in practice, their liscenses or successes. Credibility can even be borrowed by mentioning the high-level executives or celebrities that you have or are working with. The listener will know that they can rely on you because you have established your expertise.
2. Accessible. To be accessible simply means that you are reachable. Successful people that share their most vulnerable moments are inspiring to others. This is why motivational speakers talk about the obstacles that they have overcome. It doesn’t have to be that you lived in your car before publishing your first book. However, sharing how the rejection letters felt as they were pouring in makes you accessible in the mind of the listener. Being accessible is often overlooked and in the paradigm of social media this oversight may lead to stagnation for your business.

b.     Expected Outcome. Then you will explain the incredible outcome that your service provides to your clients. The outcome is the return on their investment they can expect to benefit from, if this includes a financial return be sure to frame it inside of the emotional return.

1. Emotional. Describing the transformation that a customer will experience from your service is a powerful way to keep your audience engaged. Remember that this is an information webinar and it is highly likely that your audience will begin multi-tasking at some point or simply turn-off their computers if you fail to inspire them at the start.
2. Financial. Following-up with how much money they can save with you after describing the qualitative (or emotional) benefits will keep your webinar listeners attracted to your information and ready to hear more.

c.     Customers. Next, you will want to describe your ideal customer to make sure that everyone in the webinar is in the right place and give the listener the sense that they are being spoken to individually. This is as simple as saying, If you’re unsure as to how to structure your offerings in a webinar then read on to learn 3 Key Steps for creating a profitable webinar.

d.     Overview. Finally, you will give an overview of what will be taught using the outcome-based language used earlier. Remain connected to the transformative, expected outcome to keep your audience (potential client) listening actively. And don’t be afraid to keep on giving to the audience. A positive principle to remember is to treat your audience as if they are already clients. Let them know you’re already committed to reaching their personal or professional goals.

2.) The 3 parts to crafting your Value Proposition:

Your Value Proposition must be a truthful and compelling introduction to your products or services. Here is an outline for making your message comprehensive and a client magnet:

1. Need. You’ll create a compelling message that explains the gap between where your customer is right now and where they want to be. Who are the people that will need your service? You must be able to understand, empathize and articulate what it is they need to accomplish.
2. Solution. Now is the time to demonstrate what is possible with your company’s service. Freely give the solution. In the webinar you will have to give some proven how-tos. Make sure that these are strong strategies and tools, this also helps to build the client’s trust and confidence in you, but don’t give the whole service. Stick with giving your listener the low hanging fruit they can implement immediately with promises of a much bigger bounty (in the future, with your help).
3. Differentiation. Now you will establish what differentiates you from other services as proof that you are the best solution. One thing to remember is that many people respond to success stories far better than hearing criticism about other people’s services. A good approach for a webinar is to use your success stories as teaching tools. You can transform your webinar into a huge payday by providing proof and teaching through your client case studies.

3.) A 2-part closing Strategy can turn audience into clients:

1. Game Plan. This is your close. You will need to lay out what is the plan or process for people who want more of your solution. Because you have more and it only gets better. This may be the customized how-tos that you provide with your service. You will explain that with what they learned today they are on their way to achieving their goals but as your client or with your product they can do it more efficiently, cost effectively and with greater success!
2.  Urgency. First, make it clear that acting now delivers the benefits sooner. Then you will make your service or product available within a limited time or to a limited number of people. In the virtual world you might facilitate the webinar on Wednesday but your customer is listening Saturday morning. Your offer strategy should emphasize urgency and reward people who act immediately but don’t penalize someone that had to wait.

Implementing these 3 Key Steps into your next webinar makes it easier for the customer to confidently choose you.

Don’t forget, if your service is the best-kept secret in your field then you’re not reaching your potential.

Filed under: Business Insights | Tagged: Balance, Cara Michelle Miller, Cara Miller, CM Miller, Health Webinar, make money with webinars, Position Service in Webinar, Profitable Webinar, Structure Offer for Webinar, Value Proposition for Profitable Webinar, Webinar Strategy, webinar training | 1 Comment »