How to Write a Converting Webinar?

How to Write a Converting Webinar?


Walking through a webinar can be a daunting process. So what you are about to read is going to simplify the process for you.

Before you start, there are a few stats that you should know. This will make you realize what to do and what to expect from your efforts and also how to channelize them in the right direction.

  • 60% of the marketers are utilizing Webinars for the different states of awareness their leads and clients are in
  • 40-50% of the webinars registrants actually turn up to the webinar and on an average they stay around for 50 minutes
  • Between 20-40% of the attendees become qualified and interested leads who go on to become customers that will make a purchase
  • Make sure you do your presentation right as presentation is the key. This is the make or break factor for setting the mood and interest of your audience

The things that you need to take care of for a successful webinar are:

  • Reintroduce yourself in brief to confirm that they are in the right place
  • Summarize what your audience is about to learn. This is more about re-establishing pain points and showing that you have solution for the viewers
  • Establish credibility – focus on why your solutions work. Provide them with proof and back them up with statistics
  • Diagnose the problem & make a bond with the viewer. Ask them what is causing the pain? The root of it all. This must be both emotionally and logically appealing. This is a perfect moment to admit failure that let to your success. This can be your own example or a particular client’s. You must know what they are going through as you have experienced it on some level
  • The solutions to the problem This is where you begin to give them the necessary information to solve their problem. People value information above all else
  • Make your offer now – There is an art or science to making an offer that people feel compelled to take action on. This is important when you are making a straight sale on the webinar, rather than just grabbing leads. The best part is that even if people do not take immediate action, you still have a chance when you send them follow up emails

The above mentioned points goes on building one upon another. These are core marketing success principles lead to market growth. With practice, these will become like a second nature to you. This is the secret to growing your business rapidly.

A few things that can help you in the webinar are:

  • The Business intelligence
  • Target Market insights
  • Your branding Story

You need to take care of a few things before getting fully started:

  1. Make sure you know the end goal of your webinar and how it fits in your business.
  2. Identify your target audience who are likely to take action on your end goal.
  3. Now, you should identify the target audience’s state of awareness.
  4. Based on that you need to identify what the major pain points are and do some research on them for explanation. You should also find out the core of the problem behind these pain points.
  5. Then identify the objection points that someone can raise on these solutions.
  6. Support your arguments with stats, case studies and metrics so that you solution is well accepted by your audience.

You need to let them know the offer that you have which can complement or build on the solution you have been teaching to your audience. You need to check if your solution is faster, easier, convenient and parameters like these. Ask yourself if the solution you have provided is automating the process or not and if it creating a better outcome for the viewer. Take into account how your offer is better or different than your competitor.

How to write a converting webinar?

The Introduction

This need to be short, impactful and should convey a strong message so that people know they are where are supposed to be and they’re going to learn. Assuming you have promoted your webinar over the last 3 weeks, know that approximately 30% of the attendees will register in the first two weeks of promotion and the other 70% will register in the week that you are holding the webinar.  They likely know who you are but you need to remind them why they signed up. The introduction of your webinar is more about reminding them why they are seeking your help for this information.

The pillars of introduction need to be strong. It comprises of:

  • Tell them what they’re going to be told:
    • This is a time tested and classic speaking tactic.
  • Reminding them who you are. This is more than your name and company. Remind them of what you have done that make you a trustworthy teacher. It should be brief and powerful (3-5 minutes). State why they signed up – this is the theme of your webinar. Pre-frame their success and what they’re getting out of watching this. Let them know what you expect their results will be, if they abide by the instructions in your webinar.
  • Thanking them for being there.
    •    You tell what they are going to be told.
      •  Tell them why what they are about to learn is valuable.
      •  Play on the pains and diagnose the core problem.
      •  Then let them know the information.
      •  Then you re-iterate what they’ve just been told.
      •  Wrap it up with how this changes their life.
      •  This is done several times, when we open a loop in the webinar.
  1.    Wherever you tell them about the value of this information, it’s an open loop.
  2.    Wherever you tell them about their pain and diagnose their problem, it’s an open loop.

Back to who you are – Tell them why you are the most qualified to tell them this information. Now it’s time to expand your credibility factors:

  • Experience
  • Seniority
  • Exceptionalism
  • Achievements
  • Awards
  • Who you associate with
  • Appeal to authority

Long story short, this is called creating your gravity. This is exactly why people will take you seriously.

How to write a converting webinar?


After you have set up yourself to be a trusted expert on the subject, you can begin painting the picture of their pains, and diagnosing their core problem. Your transition before you start in on the pain and diagnose is to relate to them. This way you win them emotionally. Tell them how you came to know this pain and what your experience was like. The point is, make it relatable so they are comfortable and in pace with you. Then reaffirm how you overcome this problem or set of problems and that they are going to learn ‘how’ in this webinar.

Now is the time to paint the problem into vivid light.

Pain & Core Diagnosis – Now is the time to paint a super vivid and clear picture of your audience’s problem or set of problems. This shows you understand their pain. Then you should let them know that’s just a set of symptoms. What they have is a core problem which you’ll diagnose and they are not alone in having this problem. The good news – it can be fixed.

Now is the time to lay out the pain of your audience in immense detail. Make sure that for every pain point, you back it up with some core statistics and experiences. You can do this by talking about the struggles most businesses have in growing and the breakdown each individual struggles followed by statistics that backs up his claims. You want to be this vivid. Pile it on. Think about that funny description of a country song, and how show the snowball effect. ‘I lost my job, then my girl, my dog died, and then my truck died too.’

Then you amplify the problem.

Don’t just list the problems, describe them. Also describe how they are worried about it, suffering from it or missing those things in their lives. Know why it is important to them. Humans are a funny bunch of species. Unless we have an immediate problem that face us with consequences or is affecting us directly, we tend to forget about and downgrade the priority of simple prevention. Most people in the webinar are present is because of this very reason.

Some people will have a lower state of awareness and you need to point out why it is important to them NOW and not later. You can also notify what they are not aware of. Combine consequence with a lack of gain/convenience/etc. and you have a powerful motivator for someone to listen and soon, take action.

Now it’s time to diagnose these pains and problems in their lives. What is the one thing, process or piece of information that is missing from their lives that the cause of all this pains? It’s like going to see a doctor – you could have a ton of different problems that is all caused by the same core problem. You can show them the multitude of different pains that come from not having enough leads and sales. It has a multitude of consequences (your pain). You can outline those consequences first, then show how they all occurred due to a lack of X. X is leads and sales or whatever the appropriate parameter is. Remember to remind them of what will happen if they don’t resolve this pain sooner, rather than later.

The technique discussed below is known as ‘Controlling the Frame’.

You can ask a series of ‘What if’s’ type of questions to frame how diagnosis and impending solution is true. Follow up it with, “Sounds like a stretch? I used to think the same, until…”. Fill this until with your evidence that points out how your core diagnosis and upcoming solution is accurate. This lends credibility to what you’re saying.

Again, re-iterate why this is important NOW.

When you start introducing core problems and telling them you’re about to tell them your solution.. this is when the guards up from the audience’s side. The best way to lower the guard is to re-iterate once again why this is important to them now. A good plan is the sandwich method:

  • One bad pain they feel now.
    •  How knowing the core problem is the right step towards resolving the pain.
    • Tell them what you are about to tell them – the solution, and how it can resolve the pain.
  • The consequences of not dealing with the bad pain now.

By doing this, you shift them from being skeptical to feeling like you know their struggle. It also re-shifts their focus from possible danger to current pain. The brain wants to resolve the current pain more than anything else.

Transition – At this point, you should have painted the pain super vividly. You also should have persuaded them as to what the core problem is with facts and figures, emotional speech and first hand experience. NOW is the time to give them the solution. Explain your inner motivation for why you are telling them this information. This need to be more about the sales, how you are improving lives and how does this benefit you. By doing this, you set them the frame to allow them to put their guard down. Tell them what you are about to tell them and summarize it. Tell them what kind of results it has gotten for you or your clients, re-iterate your credibility. Warn them of who this is NOT for:

  • This helps to reframe possible effort based objections. It also qualifies people more.
  • This is a negative criteria. Say things like, ‘if you have a credit card debt, or if you hate to take action, this isn’t for you.’
  • No one wants to be ‘that guy’.

This is how you step into their reality bubble and made yourself a part of their world. By doing all this, you shifted their reality bubble into your point of view and also empathized with your viewer. Now, they are fully open to suggestions and being lead.

How to write a webinar
The Solution

It’s time to give them steps for resolving their pain from your experience and research. This is setting you up for your offer by demonstrating value. In fact, so much value that it’s right on the edge of overwhelming. Before you start, you need to address your viewer’s top three points of skepticism. What top three things that they absolutely hate that other companies do? Make this your common enemy. Address specifically, how you are different from them.

You can do this by pointing out the top 3 types of courses that are being put out there. And then differentiate yourself by reaffirming what you have done, those that other people have not (Basically your USP). Then you can once again tell them what they are about to be told.

write a converting webinar

The Discovery:

This is where you reveal how you discovered that this problem was endemic amongst people. And how you found the solution you’re about to tell them. You can embellish for good storytelling. But do not outright lie. People will find out at some point that you are dishonest at some point of time. Then tell them what’s in it for you. This includes:

  •         Personal reasons.
  •         Business reasons.

Remove the pressure by letting them know that this information is just as good without your offer. And that you want them to use it.

Your solutions should not only be the information you found and the things you did to find them, but also the action steps someone can take to use the solution. Since people favor odd numbers so break them into 3-7 steps and make sure these steps addresses the 3 big desires of your audience. Back them up with research, testimonials or personal experience.  It’s okay to give high-level summaries of these steps as long as it is eye opening. This is especially effective if you use the string of pearls method, where by itself each step is valuable, but altogether it is even better.

What are the things you must answer?

What do they want most? Remember that everything about this webinar is about them and what’s in it for them.?

Why do they want it? If you don’t understand their motives, you can’t properly sell your ideas or solutions to them.

How does this solution help them get what they want most? Both practical as well as emotional.

What specific reason or circumstances would they say no, if you offered what they want most? This is VITAL. You must pro-actively overcome their objections, and the first step is knowing them.

  • What, within the context of your big goal, is your viewer’s primary area of concern or skepticism?
  • What specific points can you give them to help with that concern or skepticism?

You want to be super valuable and eye opening to your audience. But also, you want to be on the edge of overwhelming.

Wrap up. Now it’s time to review what you’ve just taught them. Make it brief. It should be of around 5-10 minutes at the max. You should cover the practical steps as well as the results. As a show of appreciation you can also promise them a surprise document with an overview of these steps, juts for showing up (people love Easter eggs for a reason.)

The Transition

Let them know you could cover more in the webinar, but you know their time is limited, and so is yours. This is a great start to getting rid of their pain – explicitly state the pain here. This is also a great start to actually solving the pain and getting X. State what X is here.

But this is a lot to absorb and remember isn’t it? And naturally, wouldn’t they want to know all the other steps you couldn’t fit in the webinar, to give themselves their best shot in the webinar? After all, isn’t this pain terrible? And if they don’t actually resolve that pain, there might be even worst consequences. They could probably benefit from the solution now. A solution that’s proven to work. This is why you want to give them a special offer for X. you really appreciate their time that they’ve spent on this webinar and regardless of whether or not they buy, you want them to use the things you just shared with them. Now it’s time to close the deal.  

write a converting webinar

The Offer:

Making an offer on a webinar is part art and part science. Let’s cover it step by step. Build on the transition.

Here’s what you got:

  • Re explain what they have just received, is a good chunked overview of key portions of your solution.
  • Also explain how you showed them the results of what you’ve developed or are offering.

Here’s what it will do for you – explain the benefits, both material and emotional.

Here’s what I want you to do next – I want to do [X with or for] you.

Introduce your product

Give the product name and it’s primarily UVP.

Begin explaining the components and benefits.

  •         I’m giving you X, which will help you achieve so and so.
  •         This is the same as X that I used to accomplish X and I’m giving it exclusively to you so save you from the trial and error that I went through.
  •         Examples of how they’ll use X to get to X and also how ti will make them feel.

Make this descriptive, emotionally satisfying and as specific as possible. And don’t be afraid to go overboard here. People love hearing about what they’re going to get. This is a good place to start as the concepts are infomercials.

Now you can position your price. Tell them all the work you put into creating this product or service and the amount of time that was spent in it. Let them know how much it cost you and others who have used the same offer from you, to get to the streamlined product they’re getting now. Explain what they are getting out of this again and the big payoffs they will receive from it. Then give them the price and do an apples/oranges comparison. Tell them how it is reasonable when they compare it with the thousands they are losing every year by not having this. Tell them that is also not for free because it would be injustice to the past efforts and clients, and in addition to that, it is a general human tendency that we do not value things that we get for free.

Guide them on a step-by-step basis on how to buy your product. After this, reaffirm why they would buy with ‘if you’ statements. Call To Action again. Do a final recap and make scarcity your tool.

  •         What you’re offering them and why this is valuable to them.
  •         Bonus 1, bonus 2, bonus 3 and why they are valuable.
  •         Restate the price and any payment options that you have kept.
  •         Reason to order now – scarcity statements like price increase after so and so date or this is a onetime offer and things like these. This is up to your own creativity and skill.
  •         Your awesome guarantee.
  •         Reminder of scarcity.

If you are on the fence, this is when you show them testimonials, case study results, etc.

write a converting webinar

Final call to action:

  • Remember to walk them step by step on how to purchase.
  • Let them know what to expect.
  • Reaffirm what kind of results they are going to get.
  • Reconfirm that they are saving more money now, or whatever other enticing advantages you have to offer.

Thank them for being there. Remind them that even if they don’t purchase, they’ll still get that great PDF overview of what you’ve shared with them. Make sure to pack your webinar with value as people can smell the bluff if at all you try to sell them on it.

Webinar promotion sequence:

Some tips and tricks on how to entice people to register and then make sure they show up. We’re going to use the same AARRR and conversion sequence ideas when we are promoting a webinar. In fact, for most of you, the webinar will be the sales email sequence that you send after someone purchases your Tripwire. There will be a difference in how you promote to people who are cold traffic and those who are warm traffic. But the concepts learn prior to this will still be applicable here.

3 Weeks of Lead Time

Across the board, the webinars tend to have the best results when you have 3 weeks of promotion leading up to the webinar. This is even true for the pre-recorded webinars. You’ll have more people show up to the pre-recorded webinars, if you give it enough lead time in your marketing to build anticipation. Email was found to be the number 1 most successful promotion strategy to get people to register and attend webinars. Also, emailing 2-3 times a week is considered to be a best practice. Don’t expect that everyone who registers will attend the webinar. Only about 40-50% people will attend it.

Email Sequence for warm prospects.

Email 1 – storytelling email. Begin priming people to the webinar. Paint the pain as if you’ve been talking to your list members about this problem, or getting emails from them about the problem.

Email 2 – storytelling email. How you have started formulating the solution to the problem, for them. How you want to help your list (what’s in it for them). Announce that the webinar pre-registration is open.

Email 3 – open email registration. Talk about the pain, and how your webinar helps solve the pain. Straight call to action.

Email 4 – showcase someone with pain, who used your solution. Allude back to webinar.

Email 5 – reminder to sign up for the webinar. Again, let them know about the pain they have and what the webinar does to help them solve the pain.

Email 6 – day-of reminder about the registration for the webinar.   

Email Sequence for cold prospects.

Email 1 – who you are and why should they listen to you?

Email 2 – your sudden realization and discovery. Making this fact/figure based.

Email 3 – first explicit invitation to webinar.

Email 4 – showcase pain and then results but don’t delve into detail too much.

Email 5 – another showcase. Again, allude your webinar and how you are going to convert it.

Email 6 – reminder that the webinar is this week! Why they should want to go ad what’s in it for them.   

Email 6 – day of webinar reminder for last minute registration.

Once you’ve gotten them to the webinar, you don’t want to leave them high and dry. Let’s discuss the strategies that nurture those newly primed leads into buyers.


Post webinar return paths.

They may not have bought on the webinar, but that doesn’t mean you should give up. This is the time to pile on more value, reach out to them more often, and give them more opportunities to act. Why? Because they are primed to buy.

Most prospects take between 5 and 20 interactions to become a buyer. If someone went through your webinar warming process, they got 6 points of contact. If they showed up to the webinar, that makes 7. This is proof that they are getting warmer. This isn’t the time to give up and leave them alone as they find you valuable. This is the time to present them with opportunities.

First, the non-attender: Take the non-buyer conversion sequence and change it to reflect someone who failed to attend the webinar. Give them a link to a replay and let them know it’s time sensitive. Follow them up with 2 reminders. If they still don’t buy, put them into appropriate retention sequence. How can you still give them more value, even if they don’t attend or buy your product? Don’t leave them high and dry. These are slow cooking leads that pay off later down the line. Don’t neglect them warming up. The only exception is if they stop opening your emails.

Second, the attender: Make sure you send them a reminder about the upcoming scarcity threat to take your special offer. This is a prime time to retarget them. Set up the retargeting pixel on the webinar page, so that the offer follows them with native ads as they browse the internet. Then, put them through an activation sequence for the steps that you outlined in your webinar as a solution. This serves to break down their objections and reaffirm your value. After the activation sequence, re-open the offer to them with some changes.

  •         Maybe take away the bonuses or the discount or the payment options.
  •         Make sure that you give this a scarcity threat as well.

If they still don’t bite, move them in the appropriate retention sequence. The point is to keep in touch and nurturing them. You’ll figure out the perfect way to do this with practice and time.

Webinar resources and tools

Recording Your Webinar

Here is a list of our top tools for recording your webinar:

  •         Microphone: Snowball USB Microphone
  •         Screen Recorder: Screenflow (for Mac) or Camtasia (for PC)
  •         Slides: Keynote (for Mac) or Powerpoint (both Mac and PC) or Google Slides (available with Google Drive account)
  •         Video Conversion: to get the file you need for uploading onto your video hosting service you can use Any Video Converter Pro (or just hire someone on Upwork to do this for you)
  •         Hosting Your Video: important that you choose a service that will encrypt the video for you, such as AmazonS3, or Wistia (also, many of the automated tools listed below, can serve your video directly)

Setting Up Your Webinar

Here is a list of our top tools for setting up your webinar:

  •        LeadPages – set up a landing page with your webinar. Use their built in video embed tool (which is compatible with most major embed codes)
  •        WebinarJam– helpful for evergreen webinars, also serves the video for your webinar directly
  •        GotoWebinar– the classic webinar tool that’s been around for ages. You could record your webinar live, and then offer it as an evergreen replay with this tool.
  •        Anymeeting – another good, affordable tool for live webinars.
  • – again, an affordable option for live webinars.

A note on live webinars: the pros to doing it live, is that you can command interaction and answer questions on the spot. The bad thing about doing it live, is that it’s not “evergreen”––unless you record it and make it an ongoing replay. Which is a pretty solid technique to go with.

I hope you found something valuable in this post, feel free to share your 2 cents in the comments below!

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