I hate free webinars.
Maybe not all, but 99% of them. Here’s why:
They promise things like “Attend this free webinar and you’ll learn the 5 quickest ways to get 10 clients in the next 24 hours!”… or “This webinar will show you the exact steps I used to build my 6-figure business in 2 weeks!”
In the past, I’d be the first to sign up for these webinars; only to be disappointed when I attend.
They’d spend the first 15 minutes telling you their life story of how they transformed from living on the streets to becoming a millionaire; and another 15 minutes on why you should believe the lie they just told you.
They will then spend the next 15 minutes giving you a “sneak peak” into their private coaching program being sold at $799; and why this is the best money you’ll ever spend.
By the end of the 1 hour, you’re left scratching your head, “I really thought I was going to learn XYZ but I didn’t get anything whatsoever on this call.”
As soon as I observed this trend and discovered that this was their cleverly-disguised sales pitch (in the words of my mentor George Kao), I stopped signing up for free webinars.
It got to the point where, no matter how compelling an ad is…as long as it is inviting me to a free webinar, I’d never look at it again or think about signing up.
They lost me forever.
A different method – Honest, authentic, and fully transparent
But, what if it doesn’t have to be that way?
What if there are still business owners and marketers out there who have a good heart & want to do things right — but do need a free webinar to get them started?
I recently worked with a client to help her launch her group program via a free webinar & the strategy we adopted is what I now call “The authentic, free webinar”.
Here’s what it looks like:
1. Be very clear in your ad copy: Your webinar ad copy should be fully transparent. Make it crystal clear from the start that there’s going to be a section at the end of the training to invite the participants into your larger program.
In fact, what I advise is to provide people with a timetable or outline of what to expect on the webinar; for example:
a). 1st 35 minutes => Core Training; no selling
b). Next 15 minutes => Questions & answers (Q&A)
c). Last 5-10 minutes => Inviting them to your program.
This way, everyone knows from the start what they’re signing up for.
2. Make it optional for the participants to wait until the end: Make it clear to participants that they do not have to stay until the end of the call. This might seem pretty obvious & basic — but human beings are more polite than you realize.
Let them know that they are free to leave after the training section; or after the Q&A. Staying for the final 5-10 minutes is only if they’re interested in learning more about your course, program, book, etc.
What I’ve found is that people love this level of honesty and freedom…and most of them stay back anyway because you’ve already given them lots of free value. Which takes me to the next point…
3. Start giving value even before the webinar date: Hopefully you’re already consistently sharing helpful content on your website/blog or social media pages.
Actually, it’s very important to share content and use that as a way of building your audience — even if you don’t yet have anything to sell.
I always recommend that you post valuable content related to your niche for at least 2-3 months before your planned webinar dates.
That way, you’re able to demonstrate what you can offer without needing to “sell”. But more than that, it’s an excellent way to provide your audience with practical information they can start using before your webinar.
4. Give even more value on the free call: This is where most conventional webinars lose me.
Rather than go straight to the point & start teaching what they promised, they cleverly come up with beautiful slides to grab your attention, keep you distracted, and make you wait for nothing.
Instead, to ensure that you are authentic, go straight to the point and start teaching from the very first minute.
My client did this excellently well. There was hardly any introduction of herself or showing everyone why she’s the best coach in the world; she just went straight to the core of what she promised to show them & started teaching right away.
Apart from just teaching & talking through her slides, she actually went as far as sharing PDF documents and worksheets for people to use after the call. It was super awesome & people could hardly believe it.
5. Spend only the last 5-10 minutes talking about the bigger program: There’s no point boring your audience with a 30-minute sales pitch.
If your program is helpful, and you’ve demonstrated it on the free call as explained above, those who are ready will want to buy anyway.
Therefore, spend only a very short time talking about the main program & letting people know why you’d love for them to sign up.
Do it from a stand-point of gentle invitation; rather than forcefully trying to compel them to buy from you.
6. Send fewer emails: If you’ve been on an email list for any of the conventional webinars, you can expect to get nothing less than 5-10 emails before and after the webinar date.
They call them “reminder” and “follow-up” emails…but who needs 5 emails to remember something they’re really interested in?
What I advocate instead, is to respect your audience by sending fewer emails. 1 to 2 emails is usually enough in my opinion.
7. Do it from a heart of service without attachment to the results: This could have been the first point but I intentionally left it for last so you don’t forget it.
You see, everything starts from the mind.
If you’re doing your webinar from a place of desperation, you’d be so focused on getting immediate visible results that you give up on authenticity. That’s what happens to most marketers.
They’re not bad people at all. In fact, most of them are good people, really amazing human beings. But as a result of certain situations they find themselves in, they just need to make the sale NOW!
But, if you could reframe your marketing to come from the heart; thereby seeing all of your work as real service to humanity, you’d find yourself reducing your attachment to results, and holding loosely to agenda.
And when this happens, the results are often phenomenal.
Remember that client I talked about earlier? She got 3X more sales than she ever did before our work together.
I’m not a marketing genius by any means; and I obviously can’t promise similar results to anyone. But I just think that people have become much wiser and are now able to see through clever marketing schemes.
Rather than deceiving people, simply stand out from the crowd by being honest, transparent, and authentic in your approach.
People will appreciate you more & you’ll attract those that are truly meant for you. What’s more, you’ll give yourself a better chance of reaching your business goals and objectives.
Wishing you the best in your work!