Today I am talking about something that comes up once people decide that they want to do a webinar. The very next question that comes up is what should it be about?
I’m going to share a quick four-step process that I take my clients through every single time they need to create a webinar.
Step One: Decide on the endpoint
This is going to sound kind of obvious, but a lot of times people come to the webinar world thinking “Okay, sure, I need a webinar” and then they think they need to start from scratch. Like “what should this be about?” But you don’t need to start from scratch.
You need to start with your sales page.
Your webinar needs to be very closely tied to the thing that you’re selling. So what are you selling? Take a look at your sales page because you probably spent a lot of time on it or you spent a lot of money having somebody else write it for you.
Step Two: Brainstorm 10-15 topics
Think about how to talk about your service or product so that you’re giving people an idea to which your sales page is a natural conclusion.
Remember, your offer is amazing. It’s life-altering. You’re changing the way people think about the thing that you know how to do. So it’s worth every penny.
Keeping that in mind, the highest converting webinars are the ones that pique people’s curiosity. For example:
- MISTAKES: “Are you making these five mistakes with your nacho toppings?” gets someone thinking. They think, “well, I don’t think so, but now I’m not so sure.” If you’re targeting nacho perfectionists, this kind of topic will entice them to opt-in.
- MORE MISTAKES: A mistakes B PEOPLE make that cost them $C: “10 mistakes online entrepreneurs make that cost them thousands”
- How to AMAZING A without PAINFUL B: “How to promote your product or service without wasting time or money”
- How to AMAZING A in B TIME FRAME: “How to start promoting your product or service in less than a week”
Even somebody who’s doing well, who is coming to you thinking they’ve got it all together, if they come across your ad about mistakes they think: “Oh, well, I don’t know maybe I am making those mistakes. I’m probably not, but just in case let me join this webinar to see.” That’s often what really gets people’s attention.
So think about mistakes first and come up with a number like six – use that as a placeholder. If down the line when you’re brainstorming the structure of your webinar you come up with eight it’s an easy fix – but go with six because three is not enough and the good people are probably not making the three most obvious mistakes. It’s more like the lesser-known mistakes. Are you making these six mistakes with whatever, or six steps to starting your own XYZ?
Come up with like 15 of those, 20 even. The beauty of brainstorming is that no one will see it. Do it on a piece of paper or a Google doc or something. You’re not going to have to do brainstorming live. The first few will be kind of obvious and they won’t be great. The next ones will be kind of gross. Once you get to like the 15th or 20th one you are going to be getting kind of loopy and kind of silly in order to get the exercise done.
Step Three: Walk away. Rest.
Make yourself think about that list of 15 or 20 ideas and then walk away. Like I said at the beginning of this, the rest period is the most important period.
I have a favorite chocolate chip cookie recipe that requires a 24-hour rest. The cookbook author said, “You don’t have to do the rest, but it really makes a difference. Here’s what we do: we stir these up together, we make one batch of cookies right away and then we let the dough for the second batch rest for 24 hours.” I tried that and the second batch of cookies was significantly better than the first.
My point is not to get you thinking about cookies first thing on a Monday morning – but it works for chocolate chip cookies and it works for bigger things, like this idea, this structure.
Step Four: Name your webinar!
So give it 24 hours and then come back to it and pick the title that you like best. And then remember: we are on the internet. Don’t delete the brainstorming page. If you like three titles, test all three of them. Test them one at a time. If more people sign up for the title that is the second title, then you have your answer there. You’re not going to need to test all 15 or 20 that you come up with.
But that is how you can build a webinar title really, really quickly.
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