The Winning Webinar Structure And How To Create It (Part 2)

Before diving into this article, I suggest you read Part 1 first to understand why webinars still work if done properly…

And how you can create the first 3 components of your webinar in a way that builds relatability, positions you as your prospects’ perfect guide to their dream outcome, and sets the stage for selling your offer.

Today, I will show you how to transition from building relatability & offering value…

To actually selling and making conversions.

I’ll also give you some advice on creating your webinar slides and recording & editing your content.

Plus, you’ll see several super successful webinar examples you can use as inspiration.

Let’s start where Part 1 finished — winning webinar component 4 out of 6.

Key Winning Webinar Component Four: Transition To Selling

This is the shortest yet most unnatural part of the whole webinar. 

You are following the structure, building relatability, offering secrets, etc., without ever asking for money or anything in return.

So, now that you have to transition into that, you will feel uncomfortable.

It’s natural.

But overcoming this is much easier if you’re presenting live because you can literally ask for permission to present your offer (by asking people to say “yes” or “no” in the chat).

And if you’ve done the first three steps right — you’ll get it, no doubt. Because your prospects will be eager to hear more.

On the other hand, if you’re running an evergreen webinar, you can’t do the above.

However, you can do something very similar:

Say how you’d now love to tell them about your program you’re sure can offer more value if they liked what they saw so far.

This is still asking for permission in a sense because you clearly tell people what’s coming…

So they can leave if they’re not interested. Without hard feelings and with all that value you offered.

Once the permission part is over, it’s finally time to sell your offer.

Key Winning Webinar Component Five: Presenting Your Offer Stack

Here, you present your amazing offer, plus the bonuses, guarantees, etc. All those things bundled together represent your offer “stack.”

Now, covering this critical part of offer creation in this article wouldn’t do justice to its importance. This is why I have separate articles where I show you how to approach creating an irresistible offer, devising bonuses, and crafting guarantees. 

A quick look at my previous articles will reveal even more detailed advice on offer stack creation.

In a nutshell, in this step you show prospects why your offer is right for them. While doing this, remember to focus on benefits, outcomes, and transformations instead of simply listing features.  

It’s okay to talk about features — but not just about them. In other words:

Sell the vacation, not the plane flight.

Here’s another key piece of advice:

Present one part of your offer stack at a time. Then, include a summary slide of the benefits where you add the latest part you’re covering on top of the previous ones.

You can also add a $ value to each part. But that’s not a must, and you should only do it if naturally fits what you’re selling. 

After you get to the last part of your offer stack and sum up the value, it’s time to add a Call To Action (CTA). 

Give your prospects a clear step to follow if they want to take you up on your offer (e.g., click the button below to sign up right away).

Finally, it’s time to introduce your guarantee. Make sure it covers both the obvious and hidden risks & objections. (Go here to learn more about crafting conversion-boosting guarantees). 

You can also use urgency & scarcity by offering something special if people buy now via the webinar. Just make sure it’s not scammy…

And that you’re not trying to convince people your evergreen webinar is live.

This ends the uncomfortable pitching part. Now all that’s left is to ensure you cover any looming objections your audience has.

Key Winning Webinar Component Six: Address Remaining Objections

Hopefully, you made that list of objections in component three, which I covered in the first part of this article.

All you have to do now is reference it and handle any outstanding objections that could hamper the sale.

You can still sell even if you don’t hit all objections…

But doing so maximizes your conversion chances.

Just make sure you cover objections in an engaging way by using relatable stories & anecdotes. 

Don’t do it in a boring, classic sales page FAQ fashion.

With this done, you wrap up your webinar, say goodbye, and express hope you’ll see the prospect inside your program.

Now, I get there’s a lot to take in from the 6 components I covered today and last week. 

And I get how it’s all still theoretical in some way. 

This is why I want to give you practical examples of high-converting webinars that successfully follow the structure I laid out…

So you can use them as inspiration and further guidance when creating your own webinars.

Examples Of High-Converting Webinars You Can Use As Inspiration

Every webinar I’ll link to below more or less follows the six-step structure I guided you through.

I’m sure that you’ll be able to notice all the individual parts as you watch…

And then adapt the approach that led to 7-figure sales to your unique circumstances.

With that said, here are the webinars I recommend watching and emulating. (Please note that these links will lead you to the registration page where you’ll need to sign up in order to view the webinars): 

Microgreens Farmer (Nate Dodson)
The Virtual Savvy (Abbey Ashley)
Photography Academy (Tim Shields)
The Punchy Book Masterclass (Matt Rudnitsky)
Rent 2 Rent (Stephanie Taylor)
Toddlers Can Read (Spencer Russell)
Elise Darma
c.u. online (Christina Umerez)

Quick Webinar Slide Creation, Recording & Editing Tips

Before I wrap up this two-part article, let me help make the actual webinar creation a bit easier for you.

So, the first call you have to make is whether to be on camera. 

In most of the examples above, you’ll notice people aren’t on camera. I suggest doing the same, especially if this is your first webinar.

This helps you focus on making the content as good as possible…

Instead of worrying about how it all plays out on camera.

Now, if your webinar involves interacting with something (like me with a piano), you can still do the majority of the slides in voice.

Just be on camera where you absolutely must.
When it comes to creating your slides, I recommend a 2-step approach:

1. Create the content using the 6 components I introduced with no fancy design
2. Add the design once you have the content nailed down. Canva has some really amazing templates that can help you do this.

Once your slides are done, you have to actually record your webinar. This is where recording software like Loom or Tella comes in handy.

When recording, ensure you have some water nearby and take breaks once in a while. 

More importantly, don’t be afraid to be yourself and have fun. Let your personality come through…

And never feel like you have to be someone you’re not.

Also, don’t shy away from pausing or redoing a sentence.

With software like Descript, you can edit out segments of your video even if editing is far from your thing. And you never have to do the whole thing from scratch because of one or a couple of hiccups.

Conclusion

Webinars can still be one of the best ways to turn interested prospects into followers and buyers. But only if done right and while following the guidelines laid out above and in read Part 1 of this article.

Here's to you using those guidelines…

And the 7-figure webinar examples I included…

To create a perfect webinar completely in line with your unique circumstances…

Which works as a consistent conversion stream for years to come with only small tweaks.

I'm rooting for you.

-Jacques