Webinar Success Part 5 - Delivering Your Webinar | John Colley | Skillshare

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Webinar Success Part 5 - Delivering Your Webinar

teacher avatar John Colley, Digital Entrepreneurship jbdcolley.com

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

8 Lessons (31m)
    • 1. How to Deliver a High Energy Webinar

    • 2. Two Things You Must Tell Your Audience in the First Five Minutes

    • 3. The Eight Selling Triggers You Need to Master for a Successful Webinar

    • 4. Why You Must Not Be Perfect

    • 5. What is the Best time and Day to do a webinar

    • 6. Seven Presentation Errors to Avoid

    • 7. Six Technical Mistakes to Avoid

    • 8. Whats in a Workbook

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About This Class

Webinar Success - Part 5 - Delivering Your Webinar


How to deliver a High Energy Webinar

You set the energy level for your webinar and it needs to be high.  From the start this will energise your audience, make your event much more fun and ultimately will lead to higher sales from more engaged participants.  Here are a few suggestions on how you can achieve this.

Two Things You MUST tell them in the first five minutes

There are two critical things to tell your audience in the first five minutes of your webinar which are going to have a material positive impact on the sales potential of your webinar.  I share exactly what these are in this lecture.

The Eight Selling Triggers You Need to Master for a Successful Webinar

Selling to your audience requires skill and an understanding of the Selling Triggers which will get them to buy.  These are explained in this lecture and armed with these you can build them into your content to enable you to convert more of your webinar attendees to paying customers.

Why You Must Not Be Perfect

Perfect people do not exist and therefore you cannot come across in your webinar as perfect.  Here is how to avoid this pitfall and what you should do to show your vulnerabilities.  

What is the Best Time and Day for a Webinar

Getting the Scheduling of Your Webinar right is absolutely critical to your attendance levels, here I explain the best time and days for you to present your webinar.

Seven Presentation Errors to Avoid

Your presentation is a critical component of your webinar and delivery is as important as content and style.  Here are seven presentation errors which are made by the inexperienced and you can easily avoid them if you know what to look for

Six Technical Mistakes to Avoid

Making a mess of the technical side of a webinar can kill the whole event stone dead.  Having spent weeks preparing for your webinar, and carefully marketing it to your audience, you really must avoid making these easy to avoid basic errors.

What's in a Workbook?

What is in a Workbook? This is a means of enhancing your engagement levels in your webinar and so much more!  Find out why I think they are a great tool for all Webinar presenters.

Webinar Courses From John Colley

Webinar Success Part 1 - How to Design a Webinar From Scratch - https://skl.sh/2f1GULe

Webinar Success Part 2 - Understanding the Anatomy of a Webinar - https://skl.sh/2oY5Jrt

Webinar Success Part 3 - Designing Your Webinar Presentation - https://skl.sh/2trOlBP

Webinar Success Part 4 - Step by Step Guide to Writing Your Webinar - https://skl.sh/2tPGDS1

Webinar Success Part 5 - Delivering Your Webinar - https://skl.sh/2OYoFUJ

Webinar Success Part 6 - Marketing Your Webinar - https://skl.sh/3aS5GpE

Webinar Marketing Unwrapped: The Key Steps To Creating A Successful Webinar - https://skl.sh/2FniK7h

Webinar Marketing Sales Funnel Blueprint - https://skl.sh/2RkTW7n

Webinar Marketing - How to Create an Effective Email Marketing Campaign - https://skl.sh/2MQ51gf

Marketing Courses

Digital Marketing Blueprint - Design Your Own Digital Business - https://skl.sh/2VLbk6b

Meet Your Teacher

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John Colley

Digital Entrepreneurship jbdcolley.com


Exceed Your Own Potential! Join My Student Community Today!


Here is a little bit about Me...

Cambridge University Graduate

I have a Bachelors and a Masters Degree from Cambridge University in the UK (Magdalene College)

Master of Business Administration

I graduated from Cass Business School in 1992 with an MBA with Distinction and also won the Tallow Chandler's prize for the best Dissertation.

British Army Officer

I spent nine years as a Commissioned British Army Officer, serving in Germany and the UK in the 1980s, retiring as a Captain. I graduated from the Royal Military Academy Sandhurst (Britain's West Point) in 1984.

Investment Banking Career

I have spent over 25 years working as an Investment Banker, advis... See full profile

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1. How to Deliver a High Energy Webinar: Now I want to talk to you about how to deliver a high energy Lebanon because it's really important that you keep the momentum going and keep your audience engaged. Now one of the ways to start this off is to kick in with some really high energy music, playing in the background in the pre start the pre phase the PRI party, whatever you wanna call it to the Webinar. Now, there are lots of things you're going to need to be doing in this period. But if you've got this high energy music going on in the background, it will lift everybody on really sets you up as a high energy deliverer presenter off the webinar that you're about to deliver now. Another way to keep your your energy levels up, which you can then communicate to your audience on. I can't do this because of the camera angle, but it's actually to stand up to deliver your webinar. Now, if you're delivering a webinar where you're not on the screen, but it's just the presentations on the screen, which is normally the case, then you conduce this without worrying about the camera. On that way, you will keep your own personal energy's high on that will come through in the style off the webinar. If you want to engage and energize your audience and in the pre party, then I suggest that you, as people log on, shout out and give them shout outs by name and welcome them to the webinar so they feel immediately connected on buoyed up by the fact that they've just been given a public shout out over the webinar air and people can hear their name on. People always love to hear their names, so it's a really good thing to do to get them logged in straight away. Something is important, and this works for public speaking as well as Webinars is that you need to check in with them periodically to keep them focused on what's going on. People will zone out on the time, for this is about every 10 minutes. So every 10 minutes you should be just asking for confirmation from them that they're following you, that they're staying up with what you're saying that they're happy with the information you're delivering of them on the way you do this is to ask them to check in and to just take yes or you know something, you know, perhaps a little bit more emphatic, like heck, yeah, if been American for me. But you know what I mean. Toe, ask them to do something to confirm to you that they're happy with the way that the webinar is going on. Another point allied to this is that if you regularly asked them questions that they answer yes to, then you are building up a psychological profile of them getting used to saying yes to you . And of course, that will help when it comes to pitching them and selling something to them at the end of the webinar because they will be in a pattern off agreeing with you all the way through a little bit of psychology there. But the point I'm trying to make is that in order to keep your energy levels high, then you need to keep regularly checking in with your audience to make sure that their energy levels stay high as well. So there are a few tips on how to keep your energy levels high in your weapon are so important that you don't simply deliver something to them. which is very more abundant, slow and dull and uninteresting, but something that's really going to grab them on, that your enthusiasm and your energy really comes across in your delivery. 2. Two Things You Must Tell Your Audience in the First Five Minutes: Now I want to share with you two things Just to that you absolutely must tell your audience in the 1st 5 minutes off your weapon are now. The first of these is to let your audience know that at the end of your webinar, you will have something to offer them. Now, I have written here said your product, and actually I've said that deliberately because actually, I don't want you to sell your product. I actually just want you to cede your product, so I want you to mention it in passing on. Let them know that you'll be coming back to it, but you don't do any selling whatsoever on seeding is a really important concept. It's putting the idea, putting the seed into audiences, mind that there's something coming up later on or something you can refer back to having mentioned it at that point, and that will then connect with the audience when it does come up. But you must manage their expectations. You must prepare them for the fact that after all the great content you're going to get delivered to them, you're gonna have something special to offer for them is going toe enable them to make the breakthrough you promised, or to take the learning that you wanna share with them even further and become even more successful. The second thing and this is really critical is what I call the unexpected bonus on the purpose of this is to get your audience to stay with you all the way through right until the end. In fact, you want them to stay not just to the end of the webinar, but to the end of the Q and a session as well. And this is really important because the more people who stay with you, then the Mawr people are going to buy from you. And how do you do this? You simply offer them an extra special, unannounced, completely free bonus that they're going to go be able to go and download from somewhere if they stay with you right until the end of the webinar. And that's the last thing you share with them. You congratulate them for staying all the way through. And you say I promised you this unexpected bonus and this is what you're gonna get. And this is where you get it from. On that way, you'll keep a lot more people tied in and engage with you right to the end. So those are two critical things that you do need to make part of your weapon are within the 1st 5 minutes. The 1st 1 is to manage the expectations that there is going to be an offer. Coming up on the 2nd 1 is to make sure that the audience are gonna hang around to hear that offer by offering them the unexpected bonus. 3. The Eight Selling Triggers You Need to Master for a Successful Webinar: a successful weapon are depends on pushing the right buttons on triggering the right triggers. And here are eight selling triggers you need to master if you're going to deliver a successful webinar. Now, the first of these is urgency on Guy have in previous lectures talked about the importance of incorporating a countdown timer on your registration page. But you can also have a countdown timer on the page that you put up immediately before the vaguely webinar start so people can see that the webinars about to start. But you need to build urgency into the content of your webinar as well, so that people feel that they are losing out by not taking action today, that other people are getting ahead of them, that it's costing them money, that they're continuing to struggle, whatever it is. But you need to inject this in their minds that they should take action as soon as possible . I e. Buy your product rather than put it off until another day, the next trigger that you need to address his social proof. People will feel much more comfortable taking a particular piece of action if they could see that some pretty has already done it again. During the content of your weapon are you can present case studies and testimonials that show that the webinar is the content or the pitcher. Whatever it is you're selling has worked for other people. You can provide return on investment numbers to show that it actually really works and site specific people who have achieved those numbers. So however you do it, bringing social proof into the equation is very important because it will make your audience feel much more comfortable about buying your product and taking the same action these other successful people already took. Having high energy and excitement in your webinar is gonna put people into this the frame of mind that actually they want to take action, that they really believe in what you're saying that they come along with you with the message you're delivering to them. And by bringing that excitement to the webinar, making an exciting event, you're much more likely to convert them to get them off the fence and get them to take the action that you want them to take. Reciprocity is a very simple concept. If you give somebody something, then they'll feel an obligation to give you something back. So when you give your webinar on all the education that you share in your core content, then you are giving them something and you're leaving the selling to the end, at which point they will feel a degree of reciprocity owing to you, because you've given them such amazing value on. That's a really important psychological selling trigger that will help you to convert them into paying customers engagement that they feel part of the whole exercise that they feel really involved in. The webinar is critically important because if you simply lecture them for 30 or 40 minutes and then hit them with the cell message, then it's going to be a bit of a shock and make them sit back and they won't really feel drawn in and working with you and on your side, so you must encourage interaction and involvement Now, I talked about this before, but if you have lots of little questions where you're asking them simple questions and getting thereby in early on, very simple, easy things for them to say yes to as you build that up through your webinar when you come to ask them the big question now by They'll feel that psychologically, they probably won't realise it. But that there in a pattern where it's much easier for them to say yes at the end to the big question, having said yes all the way through to lots of little questions. So engagement, interaction and involvement is really critical. Energy and state is all about you influencing your audience to actually change their beliefs so that they believe that they can achieve what you're encouraging them to do very often. And we're in a webinar your offer a big life changing promise or a breakthrough. And you need to alter their state of mind from being depressed, defensive, struggling, negative to being very positive and feeling very optimistic so that they actually believe that what you're telling them, that they can change their minds, they can change their lives and they can achieve this breakthrough themselves is true. And if you can get them into that change of state, then you will have achieved one of the core objectives of your selling exercise because then they'll be ready to consider purchasing your product or service. Risk reversal, of course, is absolutely critical. And this is the classic 30 day guarantee. This is saying to them, Look, if this doesn't work for you, or if for any reason at all, you feel uncomfortable with the decision you've made, there is no risk to you. I'm going to take all the risk because I'm offering you a no quibble, no questions asked. 30 day money back guarantee on. Therefore, the risk that they're feeling is thinking Well, should I do this? I'm not sure. Will it work if they believe that they can can enter into the transaction with you, but reverse the transaction. If it doesn't work for them, then you will get many more buyers. And you actually, in a practice, you'll get very few people exercising that guarantee. The last thing we talk about is addressing objections. And this is where people will have objections in their minds about, you know, Well, maybe there were. I'm sure, however, and you need to vocalize er's objections, address them and not dismiss them. But show them why those objections can be overcome. Now that the classic objections are, I haven't got time to do this. So you basically argue, Can you afford not to spend the time doing this. Or surely you know, you realize you could only do. Maybe you only need to do one hour a day for 30 days and you can crack it. So however you explain it, you overcome the time. Objection. The next objection is Well, I can't afford it. I haven't got the money on the answer to that is. Well, if you're going to get a very high return on your investment, then why, You know, why can't you afford to make the investment in yourself in the first place? Because it's a complete no brainer. And in any event, with the risk reversal, they can have their money back if it doesn't work. And the last objection, which is the one of almost touched on, which is, Well, this won't work for me. And you overcome that by sharing lots of people for whom it did work on, then associating them with those people on. By doing that, you overcome that Objection. So you must in your in your delivery of your weapon are overcome these objections and make it very explicit. Why? The objections have no foundation. So there you are. There is, those are eight selling triggers which you need to build into your webinar in order to persuade your audience to move from the the involved participant to the paying customer. 4. Why You Must Not Be Perfect: I want to share with you now Why you must not be perfect. Real people like you and me are not perfect. There's no such thing as perfection in the real world. So if you put yourself out to your audience as being the paradigm off virtue off excellence off success, you won't be very credible. It's much better if your human it's much better if you meet people at their level and say, I'm just like you. I completely understand. I've bean where you have bean, because by putting yourself in their shoes on letting them understand that you are just like them, you can have a much more engaged in much more credible conversation. So it's absolutely fine to show. Show your frailties and your vulnerabilities to tell stories about yourself, which show how you struggled, which show how you failed, which show how you messed up. Because the message or giving them is you've made all these mistakes for them, and if they can make mistakes and you can make mistakes, you're both in the same boat. It's perfectly all right to make mistakes, but now you want to be with them and take them forward to actually a place where they can capitalize on your mistakes and save themselves time and money and frustration. So by being human, by being vulnerable, you are much more incredible, much more credible, much more believable on people will relate to you at a much better level. They will understand you as a person and therefore feel on gets the emotional side that's really important, feel much more connected to you, and as a result they will believe what you have to say. Now I want to show you this on another point in the presentation as well. Another point in your webinar. And this is really important as well, because when you transition from the in the pitch and you're just about to hit them with your sales pitch, you should pause and say, Well, actually, look, I've got a really admission for you on. I want you to understand this right up front. This product service, whatever it is, is not for everyone and come clean about that and explain that it's it's not for people who can't do explains, that is, but you can also say it's not for people who are prepared to commit and take action isn't unless the pet committing take action is not for people who are going to sit on the fence. But it's also, you know, maybe it's not for people who are heavily indebted with credit card debt or whatever it happens to be. So again admit that what you're about to show them may not be for them, because by giving them the soft sell you'll encourage them to believe. Well, actually, although it may not be for those people, I don't associate myself with people like that, and you're moving them a step forward to associating them Selves with people who want to buy your product or service. So you enhance the credibility of your sale by actually ironically backing off and not being too pushy about it. So these are two separate instances, but very good reasons why it's important in your webinar presentation that you don't come across as the perfect presenter, the perfect salesman, that perfect whatever it is you're trying to sell them. But be prepared to be human, be prepared to be vulnerable and be prepared to show it 5. What is the Best time and Day to do a webinar: So what is the best time and day to do? A webinar We're scheduling is really important because you really want to get as many people onto your weapon out as possible on like anything in social media. There are good times on their about bad times to do them, and if you do them at the wrong time, you're automatically going to get less people onto Webinars. Now what I've done to find out about this and I've researched a lot of reading to see who is saying what about timings and trying to distill the best advice so I can share it with you because I want to make sure that when I do my webinars, I actually deliver them at the best time and date. The idea is simple that if you can find the optimum times to deliver your your weapon are, then you're going to get more people on. Then you will if you do it at a bad time on it. It's that simple to get more people than with all the clever things you do with the CEO and marketing and all the rest of it Shed Ruling becomes one of the absolutely most important factors in a successful webinar. Don't forget. When you are marketing a webinar, you have a short marketing cycle. Typically, it might be a shortest seven days. I certainly wouldn't recommend you try and market a webinar more than 10 days out on. Therefore, you need to fit into your weapon. Your cycle on the obviously, the endpoint of your cycle is when you actually deliver the webinar. Actually, it's not because there's quite a lot of follow up you do afterwards, but you need to bear this in mind when you're putting your webinar together. So what do I think the best days are? Well, Tuesday, Wednesday or Thursday, I think, are the best days to do. Webinars on this is because people are much more likely to turn up than they are at weekends. And if you have a webinar going out on a Tuesday, you have the opportunity to actually marketed in the 24 hours beforehand, which is the Monday on. Then, if you end up doing a webinar on a Thursday, you've got the Friday to duel the follow up. So those are the three days I'd recommend and in terms of the best times. The consensus seems to be two PM four PM or 8 p.m. Eastern Standard time now for me in the UK I have to add five hours toe all of those numbers. So that's actually a 7 p.m. and 9 p.m. Or indeed, 1 a.m. in the morning. Time for me in order to meet the requirements off the biggest market, which is obviously the American market on the idea is by doing them at 2 p.m. Eastern standard time, you're still going to be able to pick up the people on the West Coast as well as people in Europe. So I'm sure you understand the positioning of that. You're trying to make sure you get as many people from different time zones able to come in and join your your webinar. But don't forget. It's also good to maybe do the webinar a couple of times on. Offer people different time slots and they want to be spaced apart so that you could actually capture people at different times ends and don't forget as well the people not just in Europe but in the Far East as well, particularly Australia markets a really big market issued me ignoring that. So everything you're doing about scheduling should be thinking about what's the best time to do my webinar in order to maximize the number of people who are going to attend it. 6. Seven Presentation Errors to Avoid: There are some aspects off giving presentations and webinars, which are different to giving live presentations or being in a classroom or whatever it is . And I want to point out to you seven presentation errors that you should strive to avoid. The first of these is not really understanding that there are three types of learners. There are those who like to learn by listening auditory lesson learners. There are those who much more visual. He liked to watch slides and videos and things, but they're also kinesthetic learners and they're the people who like to be doing things while they're learning. Andi in your webinar In your presentation experience that you deliver for the audience, you must address all three of these. The next piece of advice I would give is that you should keep your preliminaries right at the beginning of your weapon are to the absolute minimum by all means make introductions. But you do not want tohave a five minute introduction for every individual who is on the webinar explaining their background and all the rest of it the experience in the authority off the person presenting the webinar should come out through the material of the webinar during it. You don't need to do much more than introduce people by names and saying what they're gonna be doing on, then get on with it. It's really important that you get stuck into the topic off the webinar very quickly, so that people feel that the webinar starts with a bang and has got some momentum and really hooks their attention and gets them going. If you have a very low energy start and you take a long time to get to the main point off, why the people are there, they'll start switching off. As with any learning experience, it's important to start off telling people what they're going to discover. Then you tell it to the man at the end, your wrap it up again. So again, having a very early on having an exposition of what the webinar is about in the key learning lesson that they're going to take away from it is really important. You need to get them hooked in early to get, make sure you get and keep their attention. Keeping that momentum is really important as well keep the slides moving along. I have said this before probably say it again, one slide a minute minimum so that the webinar itself feels like it has pace. And this addresses the needs off the visual learners, particularly. So they feel that there's a continual diet off visual experience being delivered to them. It's important that you keep your audience focused that you asked them to turn off their phones and turn off their email on strongly discourage them from multitasking while you're delivering their you're webinar to them. Make clear how important the information is there going to receive, and they really need to keep themselves focused on one of the ways you could do that. And this addresses the needs of the kinesthetic learners is that you can frequently ask them questions you can give them shout outs by name and encourage them to take notes. Now there are tricks for doing that with workbooks and their tricks. To do that with, you know what sort of questions you ask, but let's just keep it simple for the moment and make sure you keep them involved in the webinar as you go through. And that way you'll keep them much more engaged in your content, and you'll find it much easier to present your material and ultimately to sell to them. So those are seven presentation errors that I encourage you to avoid. Being aware of the means. You're much less likely to fall into any of these pitfalls. 7. Six Technical Mistakes to Avoid: I want to talk briefly about some of the technical aspects off delivering a webinar Andi in particular, I'm going to share with you six technical mistakes that I really think you should avoid now . It's not difficult to avoid these mistakes if you know what to look out for on the first. And perhaps most obvious is to make sure that your microphone is working properly before the weapon are starts. Now, I don't mean by this you've got a broken microphone, but I mean that it's properly connected on the right settings on your webinar software, which ever set set up you're using is actually working so that when you speak into it, the attendees in the webinar can hear you on. The easiest way to do this is to do a little sound check maybe 15 or even better 30 minutes before the webinar starts. When you first log on on, make sure that somebody who's logged into the webinar as a user can actually hear you properly. The next thing to do is do not rely on WiFi. The connection could drop all too easily on what I strongly recommend you do is that you connect your computer to your router using an Ethernet cable so you actually have a cabled connection and you're not reliant on WiFi cause there's nothing worse than your whole webinar crashing simply because something's happened with the WiFi connection. So a really simple error to avoid. If you prepare and you use your Ethernet cable, the next thing is make sure that you mute your audience because they'll have lots of background noises going on. You'll be outta here, them clicking on their typewriters as they type in messages and things. So if that's coming out of your speakers and or feedback and people can hear what's going on, so mute the audience so that you don't get any of that background noise coming from them, and your audience will consequently be able to hear you crystal clear. I do strongly every you recommend having somebody acting as backup on Really. What you need is somebody who is not going to be speaking or taking any involvement in the webinar itself, but who can handle the technical aspects ideally, obviously, on another machine, but also who can then handle questions and deal with the audience separately, leaving you free to concentrate on delivering the content in the weapon out. Now one of the things that could be difficult for a new Webinar presenter is actually mastering the technology because whichever set up you're using it will have its quirks. It's foibles and maybe a little bit different and difficult over one or two aspects. So what I recommend you do is to actually do a little rehearsal. You didn't have to do the whole webinar, but actually do a dry run rehearsal where you actually use the technology as you would as if you were delivering the webinar on that will make sure that you know what to do and how to do it, so that if something happens in the middle of the live webinar, you're not going to be stuck. And the whole thing is not going to fall apart because it'll look very unprofessional and you're very quickly lose the interest of your audience. This is so easy to miss. Now, some webinar software does make it almost impossible not to record your session. But if you're not using something or if you're trying to put together a Google hang out, typeset up, then do make sure whatever you're doing that you have captured a copy off the recording off the session while it's happening, and you just simply have to make sure that that's running and it's happening. However you're doing it, you may simply be running screen flow in the background on your screen, which will pick up all the sound and all the questions and all the rest of it. So however you're doing it, make sure you capture the recording off your session because it's not something you can go back and get afterwards. So there you are. There's a six technical mistakes they're very easy to make, but with a little bit of forethought, you'll be able to avoid them on your webinar will be, consequently, that much mawr successful. 8. Whats in a Workbook: So what's in a workbook? Well, let's start off by answering the question. First of all, what is a workbook? Because it's not something that everybody does. But I think it's a fantastic thing you can add to your webinar, which enhances the experience of your audience and really adds value. Basically, it's a pdf that you prepare in advance on. Do you set out the structure off your presentation and provide areas where they can fill in . The blanks are filling in notes or pages, or even single words which enhance their learning experience. Now I really like them because you're getting the audience to get more involved. They you email them the PD pdf, which is great in its own right, because you're sending them evaluated email after they've registered. And I would provide this straight away after people register in the confirmatory email, and you may even, you know, send them somewhere to get it. But however you do it, they get the pdf straight away. They then have to print it out, and then they get it ready. And it's a physical reminder that the webinar is coming up on what you want them to do. is to actually take notes during the webinar, and you can refer to sections off the workbook and encourage them to write down their thoughts and their ideas. The value out of this is straight away. You're providing, um, some opportunity for them to get more engaged with you on the webinar. And during the webinar, you're providing them with a real kinesthetic experience. So on so many levels, this thes pdf workbooks work really well on. I'd strongly encourage you to get hold of some examples and consider actually during this yourselves. So workbooks are a great way to increase the the engagement and the involvement of your audience and add real value to their learning experience.