Webinars are one of the most powerful and personalized sales tools you can use.
Keep watching to learn my proven formula for writing webinars that work!
What’s up guys, it’s Alex!
And in this video I’m going to share the exact webinar outline that I use time and
time again to create consistent and predictable income for me and my clients.
But first please remember that webinars are PERSONAL sales tools and should always be
authentic and unique to you and your teaching style.
No one knows your audience better than you do, so I’ve designed this outline to be
a loose guide that you can follow to create an event that best represents your brand,
niche and product...
And if you’re already doing webinars, use this as a reference to improve your messaging
and flow!
The goal, obviously, is to not have a bunch of cookie-cutter webinars floating around
the internet.
Yes, we’ve all seen them.
The goal is to create a unique and highly valuable experience for your peeps.
Got it?
Now, webinars are only one part of a killer sales funnel.
So if you’re looking to start a freelance copywriting business, or increase conversions
in your existing business through crazy good copy, hit subscribe below!
I release a new marketing or copywriting tutorial every single week!
Alright now here is my proven copywriting formula for webinars!
I write my webinar scripts in 8 distinct sections.
As I go through them one by one, I’ll share the universal core message that each part
of your webinar should convey.
These are simply guiding principles to keep in mind in case you ever get caught in the
weeds and lose direction.
Which is very easy to do on a webinar!
I’ve also time-stamped each section so you know approximately how long each one should
take.
And to keep things easy, this webinar outline is for a typical 1-hour webinar, but keep
in mind you can definitely have a webinar that’s longer or shorter.
Either way, the timing should stay somewhat proportionate.
Ok so the first section of your webinar is the Introduction…
This should take about 5 minutes.
And the core message of your introduction is YOU BELONG HERE.
So you want to welcome attendees and thank them for joining.
Take a few minutes to say hello and encourage engagement.
This creates a bit of a buffer to allow more time for people to jump on the line before
you officially begin.
You can encourage engagement by asking people to leave comments, ask questions, or write
in the chat where they are joining from.
This immediately creates really cool social proof when others can see they aren’t alone
on the webinar, and that people are joining from potentially all over the world.
So I’m dying to know…
Where are YOU watching this video from?
Comment below and let me know.
I’m in Vancouver, Canada by the way.
And here’s a little secret, the sooner you can get your viewers to take some sort of
action, any action, the more committed they’ll be to the entire experience.
You want active participants, and not silent lurkers, especially when it comes time to
drop your call-to-action.
Even asking things like “Can everybody hear me?”
Type YES and let me know!
That’s a great way to create fast engagement.
So, after a couple of minutes of interaction you want to officially welcome everyone to
the webinar!
Then, start off by listing the 3-5 core benefits that they will learn.
This is basically just reiterating whatever hook you’ve used in your marketing to get
people on the webinar.
The goal is to simply remind people why they signed up to begin with and let them know
they’re in the right place… you do not want people guessing for long!
This is your opportunity to pique curiosity and overcome any initial objections that may
cause someone to GTFO!
Also, be sure to mention the length of the webinar so people can plan to stay on for
the entire thing.
Lastly, in your introduction, you want to give people a reason to stay till the end.
One common way to do this is to simply let everyone know that at the end of the webinar,
you’ll have a special gift waiting.
This will drastically increase your webinar stick rate.
Ok moving on to the next section, your Story!
This should take about 10 mins and the core message of your story is YOU ARE NOT ALONE!
This is where you share your times of struggle, what you’ve been through, what challenges
and obstacles you came up against... and the straw that broke the camel's back, or in other
words, what finally led you on a quest to find a solution.
Your story is your one and only shot to connect with your viewer.
And don’t be afraid to be real, and vulnerable and live what you’re sharing in the moment.
I strongly suggest you don’t over script this section.
Let it come through you organically with just a few bullet points to help keep you on track..
And be as specific as possible.
Ironically, the more specific your story, the more universal it becomes.
You want your viewers to be there living it with you.
Your story then leads to section number 3, the Discovery...
This should also take about 10 minutes and the core message of your discovery is
ICAN HELP YOU!
This is where you introduce the initial solution to your problem.
So what helped you end the struggle… and what you’ll be revealing in the next section.
And the best way to do this is through sharing the results you experienced after making your
discovery.
This is also a great time to weave in any science or factual evidence to support what
you’re saying.
Real life evidence creates authority and builds trust.
I like to very briefly seed the program here too without mentioning exactly what it is
or the price.
This authentically lets people know you are in fact selling something on the webinar and
will save them from feeling ambushed when you do drop the CTA…
You can say something like…
“My product, that I’ll tell you about a little later, includes something really
powerful stuff that will help you do X….”
But then quickly pivot to the free and immediately actionable tips, strategies, exercises, etc...
that you’re about to guide them through on the webinar.
And before moving onto the content section, include some social proof, like a testimonial
from someone who experienced immediate benefits as a result of the free content that you’re
about to share.
Then you can move on to the meat and potatoes of your entire webinar… section 4
the Wisdom
So this should take at least 15 mins and should be the longest part of your webinar.
The core message here is HERE’S HOW YOU GET IMMEDIATE RESULTS.
This is all about delivering on the promises you made in your marketing and adding real,
tangible value.
The best way to do this is through following a teaching framework like...
The 5 steps, the 3 secrets, the 2 techniques...
Or by taking people through an actual experience like visualization, or a meditation, or a
written exercise.
The goal here is to give results in advance.
You want this section to be crazy valuable but incomplete so it leaves people wanting
more!
My favorite example of this comes from Frank Kern.
So say you’re in the dating niche and your product helps people build confidence and
find a relationship.
To give results in advance on your webinar, you could teach someone how to get their
crush’s phone number… but then what?
What do they do once they have it?
How do they get that first date?
And how do they actually create a loving and meaningful relationship?
So you see, solving the initial phone number problem actually created another higher-value
problem, leaving people wanting more!
The content is still incredibly valuable – maybe even the most valuable content you have – which
guarantees your audience will leave the webinar better off than when they arrived…
Which, should be the #1 goal of any webinar by the way.
But it also gave them a taste of the results they’ll experience if they decide to go
all the way…
So, think about the sequential problem-solving that happens in your business, and how you
can offer crazy good results in advance on your webinar!
The better the results you can give people for free, the more likely they are to buy
from you.
So don’t be afraid to share your good stuff…
Trust me.
Okay so next, you can pivot to your next section, your All-In-One Solution.
This should take about 10 minutes and the core message of this section is...
I’VE MADE THIS EVEN EASIER FOR YOU.
This is where you let people know that the results they’ve already experienced on the
webinar barely scratch the surface of what you can actually help them with...
And that you’ve made it even easier for them to get what they want.
You learned the hard way so they don’t have to!
This is where you introduce your product – your all-in-one solution.
Give a brief overview of what it is and drop the first CTA.
This is your soft sell that will skim off all your eager beavers who are already chomping
at the bit because they are so blown away by the free content you just gave them.
Next, share some specific social proof about your product, like testimonials, social comments,
or the number of past students.
Then, go into a more detailed step-by-step breakdown of everything included and mention
the specific benefits they’ll experience with each part…
This section is all about sharing the results your audience can expect to receive when they
purchase, and sets you up nicely for the 6th section of your webinar …
The Official Offer
This should be about 5 minutes and the core message of your official offer is...
HERE’S WHAT YOU GET TODAY!
Whereas the last section is all about sharing results, this section is all about communicating
value.
So use price juxtaposition by sharing what regular folks have paid for a product or information
like this…
Then announce your regular price...
Then give an additional webinar discount and include a reason why.
This is where you play up the scarcity and explain WHY this offer is only on the table
for a limited time.
And if you want some examples of how to best use scarcity in your marketing, watch my tutorial
on the 4 Types of Scarcity.
I’ll link to that at the end of this video.
So after your introduce your scarcity, throw in another CTA…
And then drop in some more testimonials.
Really testimonials should be sprinkled throughout your entire webinar, where they seem the most
natural.
Finally, share all that left-brain stuff like payment options, your guarantee and delivery
details.
And then add another CTA right before you move onto section number 7, what I call...
The Fomo-Booster
At the most, this should be max about 3 minutes.
And the core message of this section is
DON’T MISS OUT!!
The goal here is to further maximize the value-price gap and add even more scarcity to make it
a no-brainer for people to purchase right now.
This is where you introduce any limited-time bonuses.
Yes, the good ol’ but that’s not all.
So list out your bonuses and include the benefits and value of each one.
Then, of course, announce that they’re getting them all for free when they buy now on this
webinar!
You can let people know that they’re only available for the next 10 mins, or for the
next 100 people who buy…
Whatever works for you.
But whatever scarcity you do use, be sure to include a reason why!
So at this point in the webinar, I like to give a shout out to everyone who has already
purchased if you have that information.
Like….
Congrats, Alex in Canada, I see you just purchased! Welcome...
I so look forward to meeting you!
You can also ask people to comment in the chat and let you know when they’ve purchased
so you can publicly welcome them.
This social proof is HUGE for anyone who hasn’t purchased yet.
So after a bit of interaction here, you can drop one more CTA.
Then, move onto the last section...
The Close
The close is brief, no more than a couple minutes, and its core message is simple...
THIS IS YOUR LAST CHANCE!
To wrap it all up, recap the offer, stack the total value now that you’ve added in
all those bonuses, reiterate the discount, guarantee, payment options…
And drop your final CTA.
So at this point, your hour-long webinar is over.
So you can either thank your attendees for joining and sign off, or you can open up the
floor to some Q&A, which is always a really, really good idea.
Think about it. If they’re still listening, after your entire webinar and pitch, and they
haven’t jumped off or they haven’t purchased yet, you know they are interested.
So take as much time as you need to answer these questions.
Then, lastly, as promised, don’t forget this...
Be sure to share the secret attendee bonus you mentioned at the beginning of your webinar
for anyone who stayed on till the end.
You can share a private link verbally or drop a link into the chat, whatever is easiest.
Then, drop one last CTA and finally sign off.
OK guys!!
There you have it.
That is my proven formula for writing webinars!
If you found this video helpful, please give me a thumbs up below!
And next up, watch sure to watch that video on the 4 types of scarcity.
You can watch that right here.
And be sure to subscribe for more marketing and copywriting tutorials coming your way
very, very soon.
Until then, I’m Alex. Ciao for now!