Therefore, they’re trying to sell you something. Your average (i.e., wrong) webinar presenter: “Whatever you do, don’t mention the offer!” I’ve seen it way too many times. Lots of presenters spend entire webinars talking about everything except what they’re selling. Most webinar hosts follow a webinar structure that looks like this: “Content … content … content … introduce offer … HARD PITCH … close.” They spend nearly the entire session shrouding the offer in mystery. Because when you don’t mention the offer, that’s the only thing attendees can think about. You can take advantage of it now or later — but this way we can get it out of the way and then dive into the training.” I then take three to five minutes to introduce the product I’m selling and explain: What it does Where to get it How to purchase it The bonuses I’m giving away on the webinar Simply telling your attendees what you’re selling at the beginning of the webinar doesn’t just erase anxiety, it boosts sales. More chances to sell = more sales Now, this is important: I don’t just mention the product in the first five minutes of the webinar and never bring it up again. I start by saying what I’m selling, I give awesome content that explains why they might want to buy what I’m selling. I’d love to hear from you in the comments: Did you find this blog post useful? Also, do you have any questions about hosting your own webinar?
Think back to a webinar you attended in the past.
You signed up for that online training for a reason, right? Maybe you dug the topic, or you really liked the host. Or maybe you were genuinely interested in buying what that webinar might be selling, but you wanted to learn more about the product first.
Then the day of the session arrived. You tuned in, ready to take notes. It started out well. The host was articulate, knowledgeable, and had a lot to say.
But as the well-meaning host opened up their mind and spewed a ton of information, the minutes started to tick away. And you found yourself wondering:
“Yeah, that’s great, but what are you trying to sell me?”
After all, you know how it works. No one hosts a webinar just to give away free knowledge. Therefore, they’re trying to sell you something.
The webinar continues. You hear more facts, examples, and step-by-step tutorials than you’ll be able to remember.
But you’re only half-listening. You keep hearing a voice that says:
“What are you trying to sell me? Will everything you’re teaching me work if I don’t buy? And what if I can’t afford it? This isn’t a great month for me to spend extra money anyway …”
At some point, you realize you’re not listening anymore. You may even consider leaving, because you’re too stressed out about the host potentially hard-pitching you something you might not be interested in.
That’s what I call “Webinar Offer Anxiety”
This anxiety is something I’ve discovered firsthand while hosting more than 1,200 webinars over the last five years. And most people who give advice about webinars just don’t want to talk about it.
I define “Webinar Offer Anxiety” as the feelings of unease, nervousness, stress, or frustration that attendees experience when they don’t know what you’re selling on a webinar.
This anxiety stops would-be customers from buying — long before you even have a chance to tell them what you’re selling.
Sadly, most webinar hosts don’t even know this anxiety exists. So they have no clue how to get around it. (I’ll show you how to overcome it — and boost your webinar sales — in just a minute.)
Even worse, most webinar presenters go the other way. They try to keep their product offer a secret.
Your average (i.e., wrong) webinar presenter: “Whatever you do, don’t mention the offer!”
I’ve seen it way too many times.
Lots of presenters spend entire webinars talking about everything except what they’re selling. Somehow these hosts believe that the longer they hold off from mentioning their product offer, the better their chances for sales.
They couldn’t be more wrong.
These hosts might as well tell all their attendees to not think about the giant elephant wandering around the room. (Don’t think about the elephant. Seriously, don’t think about it.)
Most webinar hosts follow a webinar structure that looks like this: “Content … content … content … introduce offer … HARD PITCH ……
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