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The following excerpt is from Dan S. Kennedy and Dustin Mathews’ guide No BS Guide to Powerful Presentations. Buy it now from Amazon | Barnes & Noble | iTunes or click here to buy it directly from us and SAVE 60% on this guide while you use code CAREER2021 by way of 4/17/21.
For a very long time, your solely actual use of a strong presentation was in individual. Speakers traveled from metropolis to metropolis to ship their shows at others’ organized conferences, at church buildings, at resort ballrooms and at conference facilities.
Related: 4 Secrets to Becoming a “Presentainer” Who Grabs an Audience’s Attention
Today, authors, skilled audio system, promoters of varied sorts of alternatives, actuality TV stars, company trainers and consultants nonetheless hit the street commonly, taking their presentation to audiences. At the native degree, docs, attorneys, accountants, funding advisors and different professionals and enterprise homeowners exit to civic teams, enterprise teams and luncheons; promote and promote their very own seminars and introductory courses; and possibly go into corporations and do lunch-and-learn classes for the host’s staff, at all times taking their shows to audiences. But what for those who might carry the viewers to the presentation?
Don’t get us incorrect — we stay followers of the “old school” manner. It works. Most of the time, it really works higher than something achieved online with the identical presentation by any tangible measurement: sales made, clients obtained, appointments booked. There is, nonetheless, a really important expense of time and money concerned when going round the nation or the globe, and even simply round your metropolis, to ship your presentation. There are additionally individuals who won’t ever set foot in a free preview seminar, come to an “executive briefing,” or in any other case place themselves in an viewers, however these identical folks could also be nice prospects for what you are promoting.
This is the place online media turns into so precious. If you’ve gotten a presentation that works, perfected with reside audiences in the flesh, there’s a 99 % chance it may be made to work as-is or tailored as a webinar — brief for “seminar delivered on the web.” This permits you to communicate when you sleep. It permits you to attain audiences you wouldn’t in individual. It multiplies the worth of your presentation. It permits an viewers of 1 to watch your presentation at any time when he desires, on demand, simply as he watches films, TV exhibits and/or replays of sports activities video games. It permits you to push a bunch to watch it at a delegated date and time, simply as you’d if touring to Boston and holding a gathering in a resort. It’s versatile, environment friendly, and might be fully automated.
Following is our Ultimate Webinar Formula:
1. Traffic
Just as you’ve gotten to invite and encourage folks to come to a gathering at a bodily location, you’ve gotten to invite and encourage your viewers to come and watch your webinar. There’s actually no scarcity of how to do that. There’s e mail, social media, offline direct mail, advertisements in magazines, radio and TV and alternatives to get different folks to promote your webinar for you.
Related: 4 Ways to Structure a Great Promise in an Irresistible Presentation
2. Registration
It’s uncommon that you really want to arrange a webinar for direct, on-demand entry with out some form of registration. People are used to registering for seminars and courses, so there’s little or no resistance. And you need this contact listing for follow-up.
Great registration pages embody a headline, a photograph of the presenter, and somewhat gross sales copy about what you’d be taught if watching. They additionally embody a countdown timer so that they see the clock is actually ticking! It’s counting down to the second when this webinar won’t be obtainable any longer.
3. Build pleasure
Don’t take enthusiasm or follow-through on folks’s half without any consideration. That’s why there’s gross sales copy on the registration web page. If there’s a delay between registration and the webinar (or a reside webcast), there must be a sequence of follow-up messages by e mail and textual content, probably voice broadcast and probably mail to construct their curiosity in the upcoming webinar. Much of the time, getting an individual registered is the begin of a course of — not the finish of it. You have to promote individuals who’ve registered on exhibiting up! The excellent news is, simply as with the enjoying and replaying of the webinar itself, all this communication might be automated.
4. The presentation
This is the straightforward half. You simply have to ship your Signature Presentation that you simply’ve perfected and (ideally) battle-tested with reside audiences. It is usually a fully prerecorded video, or it may be achieved reside as a webcast.
One vital distinction between a webinar and a reside presentation is which you could’t stampede folks to the again of the room to join or purchase no matter you’re providing. Instead, you’ll almost definitely need to direct your viewers to what we name a “Hot List” web page. This is a separate web site you’ll direct them to or have them click on to the place they opt-in once more, then transfer on to enrolling or ordering or scheduling with you. We often break up the requesting of their contact information after which their buy information into two opt-in pages, in order that when somebody leaves with out finishing the buy, we all know to comply with up with them in a sure manner. This is our new listing of scorching prospects. At instances, you may add as an possibility and even substitute calling what you are promoting or an outsourced name middle.
5. Follow up
Your webinar turns into the middle of numerous follow-up marketing exercise. It creates totally different lists of individuals for various sorts of follow-up advertising and marketing:
- Everyone who buys or takes no matter substitute motion you’re asking for
- Everyone on the Hot List who doesn’t full their purchase or motion
- Everyone who watched the webinar however didn’t go to the Hot List
- Everyone who registered however didn’t attend/watch the webinar
In addition to your individual direct follow-up by e mail, textual content, mail, and cellphone, you are able to do automated retargeting with Facebook and Google. A follow-up message can actually comply with the individual round.
6. Stick and overdeliver
Whether you employ your webinar to promote a product or get folks to request free information or schedule an appointment, you need to instantly e mail them a affirmation of what they did, verification of what’s coming to them, and, if it was a purchase order, a receipt. In some circumstances, this will also be used to provide a right away upsell to a deluxe or larger model of what they only purchased or to arrange a second, sequential sale. Now, greater than ever, folks need instantaneous gratification, so even when your product is bodily (not digital) and might be shipped to them, or they’ve made an appointment for a cellphone session or to come into your workplace, showroom or retailer a while from now, it’s good to give them one thing additional they’ll eat instantly. This may be an academic video, a downloadable information merchandise, a membership website — one thing.
Related: Why Every Personal Brand Needs a Target Audience
When you progress your efficient presentation online and wrap these six outcomes boosters round it, you leverage that presentation to a a lot higher extent than you may by simply packing your laptop computer loaded together with your PowerPoint slides and enjoying Have Speech, Will Travel.
Did you get pleasure from your guide preview? Click here to grab a copy today—now 60% off while you use code CAREER2021 by way of 4/17/21.
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