Crafting A Message That Motivates Your Webinar Audience to Action | #012
When it comes to selling your course or program or a digital product and program to be a webinar, most people tend to change their course, try and condense it into a 30-minute presentation, and hope that people will buy their program at the end. Crafting a message that motivates your webinar audience to action doesn’t necessarily mean getting so knee-deep in trying to explain what the system is that you’re regurgitating everything in your course. Many of us are focused on talking about the features and regurgitating what we’ve got inside of our course, but that’s not what transforms them. Telling stories and getting them to put themselves in your shoes for how you discovered all this content that you are teaching them is what’s going to move them to take action on your course.
Crafting A Message That Motivates Your Webinar Audience To Action
I wanted to talk to you a little bit about this concept of where both of us fall flat with operating as educators and business owner in the information marketing space. All of us are in this space where we’ve either got a coaching program or we’ve got a digital course. Essentially we’re teaching people something. When it comes to selling your course or your programs or your digital products and programs via webinars, most people tend to change their course. They try and condense it into a 30-minute presentation and hope that people will buy their program at the end. I was doing a coaching call with one of my students and I also have a private client who jumped on board. He bought my webinar accelerator course and then he sends me a message a couple of weeks later and he said, “Your course is awesome, but I’m still having an issue with crafting my message. He goes, “My message is so simple. I can’t get the people to understand why they should buy my course.” He ended up hiring me to build out a webinar for him.
We hop on a call and I’m asking him about his process and I was asking him about his course, and his ideal customer and everything. It dawned on him as we started dissecting and going through everything that he was trying to explain. I stopped him and I said, “I want you to think about when you’re back in university, when you’re back in school and you’re back in college. How many times did you take a course and you enter the classroom and the professor stands up there and he gives you a reading assignment. The next day you go over the reading assignment. He’s teaching the course. You’re sitting there and all they’re doing is regurgitating everything word for word from the book.” You’re frustrated because you sit there like, “This doesn’t make any sense. If I wanted to learn from the book, I would’ve just read the book myself.” He or she is standing up there, “instructing,” it’s not sinking in. That’s what a lot of us try to do with our course, when we’re trying to sell our courses.
The bad professors will just regurgitate, they won’t do any sort of creativity to craft the message to get people to understand what they’re trying to explain. Whereas we’ve all had those very few good instructors who take that same content that’s in the textbook, but yet they’re teaching it through a different medium. They tell you, the students, to go read the material and then come to class. “I’m going to give you some examples. I’m going to try and help you understand it through different ways, of explaining it in different ways.” That’s what I was trying to get my customer to tell me when we do our intake calls. We’re going through and I’m like, “Tell me some stories about how your students got this material.” As soon as I said that, a light bulb went on. “Joel, I get it. I understand what you’re saying. I understand why people weren’t getting the content that I was explaining to them.” He was so knee-deep in trying to explain what the system was that he was regurgitating everything in his course. You don’t do that on sales presentation because you do that for the course. You let them go through your course and you explain it through your course.
On the sales presentation, you’re trying to tell them through stories why they need to jump on board. Why this is so important for them. It’s not necessarily like features and benefits. If any of you have been trained in copywriting, knows that you write with benefits and you leave out the features. Features don’t sell. Features are things that you get inside the program. Benefits are the results that you get from the features, from the content you learn inside of the material. Many of us are focused on talking about the features and regurgitating what we’ve got inside of our course and that’s all well and good but you want them to take action. That’s not what transforms them. That’s not what motivates them to take action. Whereas if you’re telling stories and getting them to put themselves in your shoes on how you discovered all this content that you are teaching them, that’s what’s going to move them. That’s what’s going to get them to take action on your course.
I want to challenge you to craft stories, to tell your audience, tell the people who are on your webinars, craft the stories of how you came about to realize what it is that you’re teaching them. I want you to focus hard and put yourself back in the situation of whatever the transformation that you are teaching them, how did you discover this? Get into the emotion of what you were going through. You going through that experience, the people on your webinar are going through that experience, too. They want to know how you’ve gone through that experience, and they want to know how you can help change them. Don’t be the boring instructor, regurgitating the material that’s in your course. Be the instructor that everybody talks about that’s memorable. Talk about your transformation through stories and through these different methods of how you came to realize what transformation that you’re ultimately giving. That’s what I’ve got for you. Go out and crush it. Have a blast and enjoy life. We’ll be talking to you soon. Take care.