We all have our favorite marketing techniques and tools as business owners. And for many, one of the go-to favorites is the trusty sales webinar. But the digital industry is a very different place to how it was 10 (or even five!) years ago, meaning a lot of what we have been taught has now become outdated.
The world is busier now than it has ever been. So forcing potential students to operate on our schedules and sit down and learn for an hour might not be (ahem, is not!) the most effective way to drive sales. Listen in as Nicki and Kate explore the shortcomings of traditional webinar practices and explore the strategies that make it easier for people to consume our messages, not harder.
Looking for closed captioning or a transcript? Watch the episode on YouTube!
A Sneak Peek at the Episode
[2:13] Nicki and Kate are going to be questioning some of the outdated webinar practices that no longer make sense in the evolving digital landscape. Instead, they’ll be encouraging business owners to adapt to alternative solutions.
[3:15] Business owners have been taught to teach, teach, and teach again when it comes to webinars. We get that learning is important, but when we structure webinars around teaching, we’re not inspiring people, we’re just draining their energy.
[6:40] There is still a place for teaching, but it is within the course after people purchase. Once they’re in the program, they have structures to support them through the learning. But before that, people need to feel excited.
[8:10] We’re taught that you’re supposed to give people a little win so that they want a bigger win. But that’s almost never true. They’re either happy with the little win and don’t purchase or decide they can figure out the rest of it on their own.
[9:53] It’s not going to be little wins that get people excited, it’s going to be breakthroughs. Unless we make it clear to our audience how much they don’t know, they will just think they can figure it out themselves
[10:43] Our hosts emphasize the importance of focusing on “paradigm shifts”, which urge people to challenge accepted beliefs and overcome barriers that have held them back. This is far more invigorating than just teaching tactical concepts.
[12:51] The way that we’ve been taught to run webinars basically penalizes people for having lives, forcing potential students to operate on our schedules, rather than when it works for them.
[16:05] By not offering replays, you’re wasting the time or energy of people who registered for your webinar by not giving them the opportunity to consume it. If you do offer replays, it’s likely to sit unopened in someone’s inbox, while motivation decreases.
[18:23] Potential students are most excited about you when they first encounter you, so the longer they have to wait to be offered your solution, the more their energy decreases.
[19:33] Just-in-time webinars are disingenuous and don’t help to build trust in you or your brand. They also force people onto our schedules.
[21:47] The world is busier now than it has ever been. We need to make it easier for people to consume our messages, not harder.
[25:08] People don’t take action unless they have a deadline. But you can let things be convenient for people, while also giving them a reasonable deadline in which to consume your content.
[25:48] The concept of webinars is certainly not a bad thing. But our hosts encourage you to look at what you’re currently doing from the perspective of your target audience and question whether it’s exciting and easy for them to consume.
As with every episode, we highly encourage you to listen to the entire conversation! But, here are a few of the highlights:
“People don’t get jazzed about teaching. Sitting in a space for 1+ hours can result in drop offs and a reduction in engagement.”
“Learning doesn’t increase energy, it decreases energy. Learning is important but fundamentally it takes brain power and burns energy.”
“When we scheduled webinars around teaching we’re not inspiring people or getting them excited. We’re just bringing down their energy.”
“Look at what you are doing as a member of your target audience, is what you’re doing exciting and easy to consumer?”
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About the Energize Your Online Business Podcast
Are you sick of the stress, chaos, and risk of trying to keep up with the next big thing in digital marketing? And what about the confusion of trying to scale, build a team, and still try to make sure your business is worth the effort it takes to run it? You are not alone.
Join Nicki Krawczyk, a 20-year marketing veteran and owner of a multi-seven-figure-per-year digital training company and her co-host Kate Sitarz as they bust through the online business industry echo chamber to talk about how to make consistent, predictable sales and how to scale your business with simple and stress-free systems.
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