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The Sales vs. Information Webinar

by Western Grizzlin'
6 replies
I'm having a hard time deciding how to frame a webinar I'm developing. I could really use some input.

I'm selling a marketing service to my target market. Obviously I want to sell them my service.

But I feel like I need to balance:

1. The need to get people interested enough to watch my webinar all the way through

2. The need to sell people my service

I'm afraid if I'm just selling all the way through that people will leave. If I don't sell so hard, I'm not sure how to frame it as a "free info" webinar.

I guess I'm just looking for any thoughts, insights, or links that you guys think might help.
#information #sales #webinar
  • Profile picture of the author myob
    You should emphasize informational, but it is also expected that you would have some kind of promotion. For example, in a 30-60 minute webinar, you could have a 5 minute promo in the beginning while your audience logs in. In addition, or instead, have another promo or ad at the end. What I often do also is just have an unobtrusive promotional message running at the bottom of the screen throughout the presentation.
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    • Profile picture of the author suemax
      Originally Posted by myob View Post

      You should emphasize informational, but it is also expected that you would have some kind of promotion. For example, in a 30-60 minute webinar, you could have a 5 minute promo in the beginning while your audience logs in. In addition, or instead, have another promo or ad at the end. What I often do also is just have an unobtrusive promotional message running at the bottom of the screen throughout the presentation.
      Obviously we don't know who your audience / target market is, what relationship you have with them, or how they normally buy, but it seems to me that Paul here has covered most of the bases.

      How about trying more than one - split test idea - invite half the audience to the all-information-but-with-message-running-at-the-bottom version, and half the audience to the other model, "scene setter to start with, then gentle call to action / pitch at the end"?

      Then see the results.... and make your choice for the next webinars!
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      Master Resale Rights are so versatile, and these are educational, too. All kinds of IM material. Read, sell, break up into articles, combine into bundles, and there are 250 of them, complete with MRR, here for a bargain price! I'm even throwing in the sales page. Only £37 for Warriors. http://www.250mrrproducts.com

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  • Profile picture of the author bfas
    I do a lot of webinars around my Adsense product, and routinely get conversions topping 50%.

    I can tell you with confidence that this is because they are strongly 'informational' in focus. In fact, at the beginning, I talk about the fact that while there will be a 'special offer' at the end, the purpose is to provide quality information.

    I focus the webinars on information that is usable right away, and is directly related to what my product does. I try to make sure anyone taking the time to listen leaves feeling like they got some quality, useful information, tips, etc.

    After the 'introduction', I don't talk about my product at all until the end, other than perhaps as a reference to where something comes from.

    If the information is good enough, and presented in a reasonably lively, interesting manner, most will stay. And if people feel that you really know what you're talking about, they will be interested in what you're selling.

    I can also tell you that the people who might host your webinar will be very firm about wanting 'informational' rather than 'sales' presentations. Anyone who is going to ask their list to sit in and devote an hour or two of their time definitely wants them to leave feeling good enough about it that they'll bite next time around.

    Michael
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    • Profile picture of the author Western Grizzlin'
      It would be great to get some input from someone who is doing strictly sales webinars. I know of at least one very successful marketer who run his business that way.

      I'm sure you could do very well either way. I wonder if there are any rules of thumb to help you establish which strategy is best for your business?
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  • Profile picture of the author bfas
    I think it would depend on both who is hosting it, and what their list/subscribers are there for.

    For instance, in the case of IM, most list subscribers want and expect information. In many niches however, such as investing, real estate, self-help, etc., I would think subscribers would be much more open to sales seminars.

    Michael
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  • Profile picture of the author PaulMark
    Hey Griz!

    I've done several "sellinars" of $50K and above per event. I let people know ahead of time that's exactly what's going to happen.

    The lead is basically, "I will get you from X to X in _____ number of days (weeks) - guaranteed. If you follow the training you WILL _________. Join me for a webinar where I'll be showing you exactly what the process is and why I can promise the results. Then you'll have your chance to enroll in the program or just click away with no hard feelings."

    At a recent webinar we closed 23 @ $1495 with less than 100 on the webinar, so we're no talking about massive numbers.

    Of course, is not your average webinar. There's tons of positive psychology built in, leveraging the social mood of the market and interaction where the audience confirms what we already know to be true. But we don't tell them, they tell us. It's crazy powerful.

    We've got individuals and companies paying $5K just for us to lead them through our presentation and point out the psychology.

    Crazy, right?
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    Just PM questions : Paul answers questions about rapid product creation, recurring revenue and creating online training programs. Mark answers questions about SEO, organic traffic, & local business marketing.

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