Webinar Success Part 6 - Marketing Your Webinar | John Colley | Skillshare

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Webinar Success Part 6 - Marketing 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

5 Lessons (14m)
    • 1. How Can I inject Urgency into my Webinar Marketing

    • 2. Why Bother with Testimonials

    • 3. John Colley Testimonial

    • 4. The Importance of Stories

    • 5. Why Titles Should Intrigue

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About This Class

Webinar Success Part 6 Marketing Your Webinar


In this part of the Webinar Success Course we are going to take a look at marketing your webinar.

How Can I Inject Urgency Into My Webinar Marketing?

You want your prospective Webinar attendee to feel a sense of urgency when they arrive on your webinar landing page.  How do you do this?  I explain in this lecture.

Why Bother With Testimonials?

Why bother indeed?  These are an important part of establishing your personal and product's credibility. I explain more in the video

Testimonial Example

This is an example of a testimonial that was provided by one of my coaching students.  This is the sort of testimonial that you are looking for to support your webinars.

Why Titles Should Intrigue

If your title does not get the attention of your audience, your chances of them rushing to sign up for your webinar decrease significantly.  I share with you some ways to increase the effectiveness of your webinar title which will consequently improve your sign ups.

I hope you find these lectures helpful to improve the marketing of your webinars.  I look forward to seeing you inside the course.

Best regards


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 Can I inject Urgency into my Webinar Marketing: selling is all about pushing the right psychological triggers. So a question I'm asked faith frequently is How can I inject urgency into my webinar marketing? Well, the answer is very simple, But the key point is that when you have a prospect who comes to your landing page, you want them to enroll then and there. You don't want them to go away, because if they go away, their chances of coming back and enrolling are minuscule, so it's really important to make them want to enroll straight away on the way to do this or one of the ways to do this is to make them feel that they might be missing out on something . But you can't do this either artificially or make it sound spammy or scam me or whatever. So a very simple way is to add a countdown timer to your landing page. Now this isn't difficult to do. There's no CSS programming or anything else like that required. I actually use lead pages. This is not a pitch for lead pages, but I've show you a couple off Lee Pages templates here. This is a one that it's encouraging. A sign up now Andi. Then you can see that there are two different webinars being offered here and you can sign up to one. And they got a countdown timer to when the webinars air coming on. Another place where you can put a countdown timer is when you come to your weapon are replay on here. You can encourage people to buy the replay. If you're setting it for you, then you may simply just be showing it. But they then concede that this time is counting down before which they need to take action . Otherwise, they're gonna miss out. So let me help you a little bit further by showing you a few words that you can put into your marketing copy to help your prospects want to sign up sooner rather than later, not to leave it behind. And these are our words, which will inject further urgency into the copy and into the marketing off your webinar. So by all means, obviously lift These are make sure the pdf is attached to the slide deck. The whole key point about this is that you want to try to make the prospect feel that they might miss out on something on buyer's remorse is when a prospect actually misses a deal on . Then they look back and living. Or wish I bought that. And what you're trying to do is to make them worry about suffering from buyer's remorse. Make them worry that if they don't take action now, they're going to miss out. So, apart from the little copyrighting bonus, the main point about this is to put in a countdown timer and as they see that countdown timer clicking down that will make them feel that there needs to be a sense of urgency in their decision to enroll in your webinar. So how can you act? Inject urgency? The simple answer is to include a countdown timer and give them the feeling that they might be missing out on something. 2. Why Bother with Testimonials: Why should you bother with testimonials with testimonials are a cornerstone off your credibility. When you're delivering a webinar they provide social proof on, they automatically make what you're trying to pitch more credible and more believable. Now you can have testimonials for your products, and you can have testimonials for yourself on where you use those very slightly and how you're delivering your webinar. But you should certainly be looking to get both. The whole point is that you want to establish third party trust off their party verification, which builds trust in your product and at the same time reinforces the trust in you. And this is really, really important on getting it from 1/3 party is hugely more credible than you. Turn around to your audience on your webinar and saying, You know, believe me, I'm really good. I know what I'm doing When somebody else says it, they'll believe it now to get these set up. What I strongly recommend is that you approach your customers or clients, your students, whatever. It is really early in the phase. You should be collecting these things all the time, so they're there to be used on. Then you can bring them into the webinar as and when you need them. So if you're looking toe to put a webinar together, then it's not too early now to start reaching out to your very best customers on asking them to provide some sort of testimonial for you. Now they can do that in a number of different ways. They can do it in a written form. They can do it as a video, which is always great, or they can do it as a recorded audio. I want to give you an example of one here on. This was a an event I spoke at a few weeks ago on I got a very nice piece of feedback from one of the attendees, and I asked her if she'd be kind enough to provide me with a testimonial on. I don't need to read out to you. You're perfectly capable of pausing this video and reading it for yourself, but I hopefully this communicates the point that when somebody else tells you this, then you can see its impact on you that this will reinforce my credibility with you. In this particular case, it's about speaking at events but I am sure you get the point, another way of collecting really good social proof on and so testimony that is to have a case study. But in that case study, you want quotes from the personal, the company that's involved, which reinforces the message of the case study, which is effectively saying your product is fantastic and so you. So again, when you plan your case study, make sure you build in quotes and evidence from individual people, customers who will reinforce the message that you want to get across. So that is why it is worth bothering with testimonials. It's a really important part off the mosaic off things you're putting together for your webinar, and I strongly recommend that you go out and start collecting them today. 3. John Colley Testimonial: It's everyone. This is adjustment Lying Turn on the wall. She wanna get this quick shoutout to John. Colleen is amazing you to be coaching program. If you're looking for a coach for you to meet, John's got to go to I got on one call with and really changed my online business with. My sales went up. Everything went up. His insider information on yourself. You're looking for a coach. John is going to go to John. Thank you so much for you. Taught me really achieved violent guys. Thank you for watching and we'll see you later. 4. The Importance of Stories: I want to talk to you about the importance off stories when you're delivering a webinar. One of the best ways to connect on empathize with people empathize. Create empathy with people, is to tell them stories and to tell them stories about you because we are hard wired to receive except Aunt to emotionally connect with people who tell us stories. So they're really, really important part of any selling exercise. But particularly when you have somebody delivering a webinar for 60 or 90 minutes, you want to get to know them. You want to understand them as a person on for the presenter, it's a fantastic opportunity to really connect with their audience. So stories on essential component of that. So how do you do it? Is it difficult? Well, actually, it's terribly, terribly simple, because all you need is basically a very simple, three act play. You need to start a middle and an end. You need to set up the situation. You need to go through some conflict or struggle, and then you need to have a resolution at the end. And it's a simple Is that so? You know, you describe the situation you're in you, then go through all the struggles you're getting to to in order to solve that pain and that problem on, then you resolve it. It's absolutely easy. Now. Park Howell has explained a structure which he calls, and but therefore so you have the set up. I took my bike out one day and I went running with my dog, but a car pulled out in front of us on Dhere nearly ran over the dog, but I managed to save him. Very simple example. But that's almost a three act play in three sentences. And if you're using those sorts of ideas, you can really get people listening to you and engaging with you because they'll they'll see themselves in the in the scenario. But it's worth taking the time to expand it and to actually put them into that scenario. So if you were describing a situation, you can turn around and say, Look, I want you to imagine you were there with me, that we were sitting around that table on that, you know, the my boss was sitting in front of me and he did X, y and Zed, and you bring them into the story. You make the part of it and you do it in real time and you can bring in, you know. And then my boss said this and this is what I said and you can make the the dialogue sound very present tense on the whole thing becomes absolutely intriguing to look at the story, telling art in another way. Let me introduce you to Joseph Campbell, who was a fantastic Hollywood screenwriter. Sadly, he's no longer with us. But he exposed the idea off the hero's journey on something he called the mono myth, and his argument was very simple that basically, we've always been telling stories in exactly the same way. And one of the examples he uses in that is thesis are wars films. And if you look at the first Star Wars, former came out in 1977 which is now Episode four. Luke Skywalker's a farm boy orphan. He then has a new epiphany. He gets drawn into a situation. He goes on a journey, has lots of struggles. Eventually, his victorious, and he comes back to where he waas, and that is the 17 stages off Joseph Campbell's monument. But I want you to understand that you don't have to get this complex when you're telling your stories. But there is a story curve that you can follow very easily, and as long as you take off enough of these points that you get the start the middle of the ends, you get the conflict. You get the initiation, the conflict and the resolution. Then your stories will be credible. So share your stories. I strongly in a encourage you to do that. Show yourself as struggling. Show yourself as vulnerable. Show yourself is in perfect. Create a little three act structure, and as long as you set up the situation that you're in before you demonstrate the struggle and then you illustrate the breakthrough, people will buy into it and completely understand it. So that is the importance of telling stories. It's so vital, apart off, delivering a convincing webinar that I really want you to give a lot of thought to this and see how you can bring your story your personal story into your webinar 5. Why Titles Should Intrigue: Let's talk about the importance off Webinar titles and why they should intrigue the whole purpose off. A great title is to get your audiences attention on. This is as true for a bloke post as it is for a webinar on. The first thing to say is it mustn't be too long if you look at most search engines there, any going to show the 1st 62 characters? So while you may have a subtitle, you need to have a really tight, punchy title. It helps if you use specific numbers in your title on. If you use something like you know 52 reasons to play baseball, it's much more convincing than you know the reasons you should play baseball, which is very an iodine and apparently odd numbers resonate better than even numbers, but I actually haven't a clue why, but that's what I I understand and that therefore I pass it on to you. For what it's worth, you should make sure that your title, as well as intriguing, actually addresses the issue for the Web. The the audience off. You know how to how it's going to do something for the reader for the person who's going to come to your webinar because they want to see straight up what the benefit is going to be for them. So you don't want to give them the whole show, which at the same time you need them to understand there's going to be something in it for them. You should try to make your headline or title as unique as possible, and at the same time it should contain a logical rationale of why something should be done . So if you're presenting a benefit and you're also making your your offer as unique as possible and your understanding why they're gonna benefit from it, you're sort of wrapping up on awful lot. And yet you've only got 62 characters. Here are some of the key words you can use to make your titles more effective things like tips, reasons, lessons, tricks, ideas, ways, principles, facts, secret strategies. Any one of these, with a number in front 62 tips How to do something you know is a good start. 52 ideas, 53 principles. 54 facts. Whatever it is, just focus on these four points, and I think you'll get a long way to coming up with some really great titles, make your title unique. Make the proposal the thing that you're the rationale as specific as possible. Give them some form of urgency if you can in it and make it useful. So you know they need to understand why they need to do it now and not later. So they were there some thoughts about titles. I want you to really think hard and work harder your titles, because they are so important without a great title, then you're not going to get your audience to be interested enough to go and see whether they should enrol in your webinar and therefore they really, really important.