But what if you could bring the audience to the presentation? Most of the time, it works better than anything done online with the same presentation by any tangible measurement: sales made, customers obtained, appointments booked. There are also people who will never set foot in a free preview seminar, come to an “executive briefing,” or otherwise place themselves in an audience, but these same people may be great prospects for your business. It allows an audience of one to watch your presentation whenever he wants, on demand, just as he watches movies, TV shows and/or replays of sports games. It allows you to push a group to watch it at a designated date and time, just as you would if traveling to Boston and holding a meeting in a hotel. That’s why there’s sales copy on the registration page. Instead, you’ll most likely want to direct your audience to what we call a “Hot List” page. We usually split the requesting of their contact information and then their purchase information into two opt-in pages, so that when someone leaves without completing the purchase, we know to follow up with them in a certain way. It creates different lists of people for different kinds of follow-up marketing: Everyone who buys or takes whatever substitute action you’re asking for Everyone on the Hot List who doesn’t complete their purchase or action Everyone who watched the webinar but didn’t go to the Hot List Everyone who registered but didn’t attend/watch the webinar In addition to your own direct follow-up by email, text, mail, and phone, you can do automated retargeting with Facebook and Google. A follow-up message can literally follow the person around.
The following excerpt is from Dan S. Kennedy and Dustin Mathews’ book No BS Guide to Powerful Presentations. Buy it now from Amazon | Barnes & Noble | iTunes
For a long time, your only real use of a powerful presentation was in person. Speakers traveled from city to city to deliver their presentations at others’ organized meetings, at churches, at hotel ballrooms and at convention centers.
Today, authors, professional speakers, promoters of various kinds of opportunities, reality TV stars, corporate trainers and consultants still hit the road regularly, taking their presentation to audiences. At the local level, doctors, lawyers, accountants, investment advisors and other professionals and business owners go out to civic groups, business groups and luncheons; advertise and promote their own seminars and introductory classes; and maybe go into companies and do lunch-and-learn sessions for the host’s employees, always taking their presentations to audiences. But what if you could bring the audience to the presentation?
Don’t get us wrong — we remain fans of the “old school” way. It works. Most of the time, it works better than anything done online with the same presentation by any tangible measurement: sales made, customers obtained, appointments booked. There is, however, a very significant expense of money and time involved when going around the country or the globe, or even just around your city, to deliver your presentation. There are also people who will never set foot in a free preview seminar, come to an “executive briefing,” or otherwise place themselves in an audience, but these same people may be great prospects for your business.
This is where online media becomes so valuable. If you have a presentation that works, perfected with live audiences in the flesh, there’s a 99 percent likelihood it can be made to work as-is or adapted as a webinar — short for “seminar delivered on the web.” This lets you speak while you sleep. It lets you reach audiences you wouldn’t in person. It multiplies the value of your presentation. It allows an audience of one to watch your presentation whenever he wants, on demand, just as he watches movies, TV shows and/or replays of sports games. It allows you to push a group to watch it at a designated date and time, just as you would if traveling to Boston and holding a meeting in a hotel. It’s versatile, efficient, and can be entirely automated.
Following is our Ultimate Webinar Formula:
1. Traffic
Just as you have to invite and motivate people to come to a meeting at a physical location, you have to invite and motivate your audience to come and watch your webinar. There’s certainly no shortage of ways to do this. There’s email, social media, offline direct mail, ads…
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