How To Build A Webinar That Sells For Any Business

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Steve Werner

Steve Werner

Keynote Speaker, Author, 170+ Monetization, Conversion, and One to Many Sales Presentations Worldwide.

If you have been on a webinar in the past 6 months, you have probably noticed that it’s pretty bad out there. So How do you build a webinar that sells?

It’s not that the presenters are not trying…

they just can’t help it.

It’s hard to give a powerful presentation that engages the audience and sells.

That’s what this article will show you…

How to build a great webinar that grabs your audience’s attention and sells your product or service in the best way possible.

How to build a webinar that sells: Step 1

Good-natured people that don’t understand always try to start their webinar by either stating a bunch of technical mumbo jumbo or by stating their credentials. Neither of these is a good way to start. Both of these lack any kind of spark to get people to lean in.

Instead, lead with a testimonial as a magnet to draw them into your webinar. Show them what you can do, and what outcome is in it for them if they stay and learn from you.

Once you have their attention, then use your story as a way to show them why they should listen to you.

A good hero’s journey story shows them you went through the same pain that they are experiencing, and that you discovered the thing that solves it. And if you can do it, then they can go.

Simple framework for a hero’s journey story:

  • Hook 5% – Major pain point that grabs them in soap opera fashion
  • Pain points in story form 45% – 3 to 5 major pain points you felt that you had to solve
  • Lightbulb moment 10% – what was the big “Ah-Ha” that allowed you to finally find success.
  • Journey to exciting tomorrow 10% – Just a bit of what you had to do to reach success.
  • Exciting tomorrow 30% – what life like is now that you have reached the other side

Now that you have their attention, how do you teach them?…

How to build a webinar that sells: Step 2

Become someone they know like and trust.

The straightforward way to do this is to teach them something, but you have to be careful…

Don’t teach them too much.

This is where most presenters go horribly wrong.

They way over teach.

Your audience is at a 1 or 2, they are there to learn.

The presenter is at a 9 or 10 in knowledge and assumes that the best way to sell is to show them everything they know as fast as possible.

This leads to the presenter trying to cram years of knowledge into a 30 minute teaching block.

How do you think that works?

This causes the audience’s brain to shut off and go into hibernation.

or they just get on Facebook or, worse yet, turn the webinar off.

So how do you avoid this?

  1. Get them one big “Ah-ha”

    Just help the audience understand 1 key thing that will change their view on the topic you are teaching. You don’t have to give them a full college course or get them to understand everything. Just 1 big thing that causes a lightbulb to go on over their heads.

  2. Give them 3 supporting points that prop up this main “ah-ha” and prove that it’s true. This will cement the new thought pattern and get the audience excited about what you are showing them. More importantly, it will move them toward buying from you.

How To Build A Webinar That Sells: Step 3

Last but not least is get your energy up!


The camera adds 10lbs..

It’s also takes your energy down 2 levels.

Why is this important??

Well, ever notice that when an animated preacher starts yelling and jumping around, the audience gets excited?!

audience’s mirror the energy of the presenter.

This happens automatically in the subconscious part of the brain.

You can’t help it.

“Sales is the transference of excitement and certainty about your product or service to the buyer,” – Zig Ziglar.

This is very powerful stuff.

If you show up at a 5, you will come across at a 3.

This means that people will be falling asleep and tuning out fast…

To stop this and get massive engagement on your webinar, get your energy way up!

Here are some tips and tricks to help you out:

  • Do some jumping jacks before going live
  • Don’t give the webinar sitting, stand up.
  • Talk with your hands
  • Talk a little louder and move around
  • Think about the way this can change the lives of the people listening.

Your energy dictates how engaged the audience will be.

In summary,

Use outcome based testimonials to draw them in…

Tell your story (not your credentials) to prove authority and build rapport…

From there, give them 1 big “Ah-Ha” (vs overwhelming them with technical mumbo jumbo) and support it with 3 points that paint the picture.

Lastly, show up with massive energy.

Follow this strategy, and you will have a webinar that differs greatly from everything else out there,

It will be a webinar that gets people excited, engaged, and most of all gets them to buy from you.

If you know a powerful webinar that converts is what your business needs, make sure to check out how we can work together below:

If you want to learn more about these 5 conversion keys in-depth, you can grab my ebook and mini-course for free here: 

If you have a webinar, but it’s not converting the way you want, book your webinar audit here:

If you want to build a RockStar Webinar from scratch that will covert like wildfire, click here to book your free strategy call:

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