Show Notes:
Most of my clients are using webinars as their client acquisition system.
And for good reason—webinars, if done right, are an amazing way to create a relationship quickly with your ideal customer and turn them from lead to buyer in just one sitting.
Who doesn’t want that?!
But let’s be honest – creating a webinar that actually converts, and converts profitably enough to run paid ads to, is a struggle for most people.
This is why my agency does a complete audit on our clients’ webinars BEFORE we ever run paid ads to it.
So if you’re looking to turn your webinar from so-so to ON FIRE, then I’m going to share with you 4 levers 🔧 that we ensure all of our clients utilize in their webinars.
Now, there is MUCH more than these 4 levers to make a webinar convert profitably, but if you implement these 4 levers 🔧, I can guarantee you’ll see higher engagement and conversions on your webinar.
If you haven’t added these 4 levers yet to your webinar, 🎧 tune in to the latest episode of Marketing on Tap and see how you can increase profitability on your next webinar!
Key Takeaways:
4 Levers of Conversion
1️⃣ Belief
⚙️ In your webinar, you have to create the belief that your product or offering can work for them.
⚙️ Make them believe that they can do the action required to get the result.
⚙️ Allow them to believe that they are worthy of the result.
2️⃣ Logic, aka tangibility — provide tangible data and outcome, show the process of how you can provide solution.
3️⃣ Credibility — add testimonials and result right from your client’s mouth.
4️⃣ Ethical persuasion — people need a push to say yes to themselves; be that support and offer them something that can impact their lives forever.
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Get the Transcript here:
Webinar Not Converting? Try These 4 Levers of Conversion
Note: We use AI transcription so there may be some inaccuracies.
Jessica Walman: What’s up guys? Welcome back to the Marketing On Tap podcast. I’m your host, Jessica Walman, and you guys, it’s nice and sunny and bright outside where I’m at in Arizona and I’m sitting here. You can probably hear me dingling over you. I’ve got my cold brew vanilla. Sweet cream that I made at the house.
Ugh, so amazing. Didn’t cost me $7. So I’m in seventh heaven right now. I’ve got me some coffee and I’m talking to you guys and I’m creating amazing content. So just wanted to say, I’m feeling super blessed right now and excited and pumped for this episode because what I’m noticing is a lot of clients coming in with a webinar.
That is not converting. And normally they’re Evergreen webinars. Normally they are evergreen webinars, but some of them are live. And I’m this huge proponent of having like an automated system to bring in sales, like between your live launching. Cause I think that live launching is still really amazing and important to do, but I feel like everybody, so I’m talking to you if you don’t have this yet, Should have a way to bring in and generate sales, leads and sales on a daily basis, and that should be through an Evergreen webinar.
Okay. Now I feel like, everyone is trying to create a webinar, right? Using Russell Brunson’s three secret webinar script, which is totally great, amazing, totally fine to do, but it’s getting harder and harder, right, guys? Because our ideal, well, really just everybody is really smarter and savvier right, nowadays.
And so we need to be able to, and, the competition is, super like fierce. It’s growing. So if you wanna put a webinar out there and sell your amazing proven offer that is going to impact lives and you wanna be able to sell it on autopilot, I’ve got some tips for your webinar that you really should be following.
Okay. these are what we kind of call our four levers of conversion. Inside of webinars, and this is something that when we audit our client’s webinars, we are looking for these inside the webinar. Now there’s still a re reason and flow to the webinar, but within it, it needs to follow these four levers of conversion.
They need to be in the webinar for multiple reasons. So I’m gonna go through these four levers. I really, really, if you’re driving that’s fantastic. Make sure you come back to this and take notes cuz it’s super important. these four levers are, What we have seen work for our clients and just based on industry, based on, I’ve seen like a gazillion webinars, right.
webinar trainings, been taught by some of the grooves on how to create webinars and when we see what’s working for our clients, this is kind of the crux of like, what you should be included. Okay. So I’m gonna just dive in. just, it should be pretty quick. It’s just four things. and I want you to think about each of these when I talk about them and how you can implement it in your webinar right now.
All right? And so you can literally sit down, open up your slide deck and start implementing some of these things. Okay? So again, these four levers are literally at the core of every decision that you make as a human being, and hence why they are necessary when creating your webinar. Because you are trying to take your new lead that just came into your webinar from “Who the heck has this person?” to, “Oh my gosh, I need this offer.
Like this has been the answer, this is the answer I’ve been looking for.” Okay, so the first one is belief, belief. You can call it mindset, whatever you wanna call it. We like to call it belief. And this is, before you as a human being, make a decision. You have to believe that one, it can work for you.
No matter you’re limiting beliefs. No matter. if you think that you are too fat, too thin, too tall, too short, too new at this, too old, whatever, you’re limiting, but you have to believe that it can work for you. So inside your webinar, you have to. Create that belief for them. You have to show them it can work for them, because guess what?
It works for all your clients and all of your clients are all different. It worked for you and you’re different, and you had limiting circumstances that may be hard for you to make it work for you and you still had it work for you. So being able to create that belief that it can work for them no matter what.
Okay. The second part of belief is that they can do the action required to get the result. So they have to believe that this isn’t something that, oh, it’s too hard or it’s gonna take too long, or whatever it might be. they’re just not smart enough. They don’t have the talent to do it, whatever it is that they have the skillsets and ability to do the actions and tasks required to get the outcome that they want.
Okay. Does that make sense? Number three on belief is that they are worthy of the result. they’re coming to your, webinar. They obviously want the result, but at the end of the day, they may not feel like they actually deserve it. And I know that sounds really weird, but you think about it, so many people wanna lose weight, right?
Losing weight’s, like obviously huge industry, the weight loss industry and. If you really felt like you deserved it, and that’s not the only thing, but that’s a big part of it, right? If you felt like you really deserved it, you would. be more inclined to take that action. But most of the time, we wanna lose the weight, but we don’t feel worthy.
We don’t feel good enough. We don’t feel like. We should be able to, like, why us? I’m not gonna look like that. I can’t lose those 20 pounds that I gained, from having kids or whatever. So they need to believe that they’re worthy of the result, okay? That they should get that result and that it is meant for them.
Okay? So, If you don’t believe in those things, your likelihood of buying, like in these three things, if you weren’t to believe in those three things, your likelihood of buying a specific product will drop significantly, right? And you’re gonna create doubt and reasons as to, in your head, as to not purchase why you shouldn’t purchase.
Okay? So that’s the first one is the belief. So again, look through your webinar slide deck. See if you can create. A couple of slides or even just little tidbits within a slide on creating that belief for them. So the second piece, the, second lever is logic. I like to call it also tangibility.
So this is for more of the logical folks. Like myself, we need numbers and data in order to trust that this product will provide the solution that it says it will, right? We need to hear tangible outcomes, not just, oh, you know, this product’s gonna make you so much happier, right? We need the details in order to fully understand what we are getting before we make a decision.
So if you can showcase screenshots, data, things that actually show that it works. that there are results, that’s fantastic. Like they want to see data, here’s the data behind it. If you can do a behind the scenes, of this offer, you know, showcase the offer, being able to have that logic and a lot logical people take.
A little bit longer to purchase because again, they’re not just driven off like this emotional piece, which is kind of what you’re doing with that belief set. the belief part is more of that emotional. And so the logic, like me, I tend to take a little bit longer to purchase something. I wanna make sure like I hear all the data.
I need to really make sure that this is gonna work, right? And so if you are noticing within your slide deck within your webinar, you’re not really touching as much on that tangibility and logical piece, you need to do that because you’re missing out on a subset of. Potential customers that need that from you in order to buy it from you.
So give that to them to make the decision to buy from you that much easier. Okay, so that is the logic, tangible side of it. The third lever is credibility. Now, I always love this analogy, like, would you rather me tell you that I lost 30 pounds or would you rather see it right, so I could sit there and tell you I lost 30 pounds or.
I mean I haven’t lost 30 pounds, but I’ve showcased in my social media a little bit of me working out and eating healthy. Cuz I’m on a huge health, bender right now, with a huge goal in mine. And so now you’re seeing it, you’re seeing me work at, you’re seeing the actual actions, right?
Would you rather, I tell you, I helped my client book 110 applications from her webinar, which I did, by the way. Or would it be more believable coming from her? Right. Would it be more believable coming from her? It absolutely would be. Right? And so adding testimonials and results straight from your client’s mouths or through screenshots throughout your presentation are key to your audience.
Truly believing that you and you have gotten the results before that you are promising. even if you’ve been featured, if you have some PR work, tv, articles, et cetera. Showcasing that is super helpful too. it gives you authority and it, shows others, like other platforms giving you validation.
So again, creating that credibility and make sure when you do it, It. I think one, mistake people make is they’ll put a testimonial in, but it’s a kind of a vague testimonial, and it’s not very specific. So making sure that there’s actual, like concrete results in these testimonials. So always putting the best of the best in your webinar.
And what’s even more powerful is when you talk on a topic, let’s say you’re a secret one or whatever it is. If you have a testimonial that’s very specific to that topic, that is key. You want everyone to see testimonials that are very specific, if you can, to every single topic point that you’re talking about.
And so if you don’t have that now, that’s fine. That’s something that you’d work towards. And so that means as you’re working with more students in your programs, Start getting testimonials on very specific aspects of the program, of the modules, and definitely of pieces that you talk about in your webinar.
Cuz then you can incorporate those into the webinar very strategically that seed those specific modules for later when you pitch your offer. Super cool. Right. So credibility. And then the fourth lever is ethical persuasion. Some people don’t like the words ethical persuasion. Right. But at the end of the day, people.
Need a push to say yes to themselves. They do. we find a reason to say no instead of being able to help them say yes in a very ethical way without, being sleazy, because I don’t believe in being sleazy and nasty. And, my own kind of like, I don’t know.
I don’t go too far. But I mean, like we are wired as humans to protect ourselves and in doing so, we end up. Self sabotaging ourselves really into not doing some of the things that we truly want, right? So for instance, if we wanna lose weight, but we really want that cookie, that Oreo cookie or chocolate chip cookie, chips Ahoy, whatever it is, we rationalize why it’s okay to eat that cookie and then we go and eat it.
we knew in our head what we needed, but we really wanted the cookie. So our mind protected us by rationalizing why we needed the cookie. Right. So our job is to help them and say, no, you don’t need that cookie. What you needed to get to this end result. And you need the support to get there, right?
So throughout your presentation, your audience is gonna try to protect themselves unknowingly. And not really hear what you are saying, which is in the end, is hurting them. You have an amazing offer, right? You have an amazing offer that can change their life and it’s your job to help them make that hard decision that, you know, will impact their life forever.
Okay? And you do that through appealing to their senses and ethics. and there’s an entire process to this that we give to our students and we help our agency clients with, and. We actually help pre-build into their webinars. Lots of little tactics that go into this. but ethical persuasion is just a way to really.
Like I said, help them say yes to themselves because, we are just wired not to, we’re wired to be very cautious and, some of us, like me, I’ll make decisions a lot slower and so this is just to help them see that this offer can help ’em. If your offer, I’m gonna preface this with saying or end this with saying like, As long as your offer is a good offer, like this is not for those.
Like if you’ve got a really crappy offer and you’re trying to just get as many people in there as possible and you don’t care if they get results, you just want the sale. No. Then there’s no ethical persuasion. Your persuasion is not ethical at that point, right? This is for those who know their offer can really help.
Really, really help people. And so you’re trying to help them make that decision and, help get out of of their little comfort zone out of their bubble and help them see why they really do need this. Okay. In a very ethical way. And again, we’ve got little processes to do this, by storytelling, by, price marinating by a whole lot of other things.
It just. really help, right? Create that connect, like, create a bridge between you and your audience. so yes, those are really. If you were to include these, again, there’s a whole layout to the webinar, there’s a whole process, but what we do is we make sure these four levers of conversion are inside.
Cause it helps speak to the emotional and the tangible or the emotional and more logic people. And then it helps with the credibility, which is absolutely necessary. And then the ethical persuasion is all the tidbits throughout to help persuade them ethically that this is what they need. So if you can do that, Your webinar’s gonna kill it, right?
It will. It will do so much better than if you didn’t have these. And I really highly recommend, like you can do, like most people, they’ll put credibility in, right? they’ll put in some testimonials. Like that’s easy. But as you can tell, that alone isn’t doing the job. It’s not, you need all four of these levers.
You cannot do it without ’em. Okay. So that is honestly how we, help our clients create amazing webinars that convert, that’s just the webinar piece itself. I’m probably gonna do some episodes on, what else goes in the process of making sure that your entire webinar works and. Like our hybrid model that we help our clients with.
There’s so much more that goes into it. But this is right now. Go and open up your slide deck, start editing. Let me know. Feel free to DM me, on Instagram, Jessica underscore wallman. Let me know what questions you have, about any of these and I hope this was helpful and I will see you guys in the next episode.
Bye.