You need a new way to engage with your audience.

White papers and landing pages aren’t enough. Sure, they may have worked in the past, but times change. So, what’s the number one way to reach your audience and hold their attention? 

Try a webinar. The audio and visual elements draw the audience in. The interactivity of the session (the Q and A, the polls) maintains their interest until the very end.

• Webinars combine all the best aspects of content and present them in a fun, immersive experience.
• That combination can then help capture your customer’s hearts and minds.
• Webinars are also a great way to reintroduce old material in a fresh way.

The Basic Webinar Formula

It’s tempting to put together a slideshow and describe each slide, but it’s better to have a plan. Write a script to make sure you cover all topics you want to address. You also need to stay within the time limits you’ve set for your webinar. 

Start with a sketch or rough outline of the structure you’ll be using. There are many different formulas, but let’s start with a basic one for now.

Greeting the Audience

Thank everyone for coming. If you like, you can ask people to comment about where they’re from or what they’re here for. Try to acknowledge their comments to make it feel more personal. 

Introduce yourself and the other speakers, if you have any. Describe the purpose of the webinar and remind viewers of all the interactivity options (polls, comments, etc.) to keep them engaged.

Agenda

Come up with three to five bullet points outlining what you’re going to address. Then, break the information into chunks for easy reading. Describe the content of every section or what information each speaker is about to share. 

Imagine you’re holding a webinar for American companies that export bananas from Central American nations. You could break the information into the following chunks:

• The conditions of the banana farms
• The method of shipping and distribution
• Marketing abroad
• Future of fruit farming 

Give your viewers a brief overview of the topics and issues you’ll cover in your webinar. Knowing what’s next will help them “find their bearings.”

Content

Here’s the meat and potatoes of your webinar. As a general rule, break up your presentation into 15-minute chunks. This allows enough time to cover all the topics on your agenda, but without leaving too little time in the end for questions. If you’re planning for the webinar to last an hour, script it carefully so it lasts an hour.

Don’t just read from the script or read from your slides when you’re speaking. Instead, try to sound natural and stay somewhat within the confines of the script to keep a healthy pace. 

Don’t leave any dead spots, but don’t rush too much either. It’s a great idea to practice ahead of time to make sure you reach the marks at the appropriate time. 

Also, remember that words that look good on a screen might not sound right when spoken aloud. Keep a conversational tone that’ll draw your listeners into your webinar and hold their attention.

Learn how to create engaging B2B content here.

Stories and Proof

Engage your audience with examples and stories that show how well you’ve helped previous customers with their problems. 

Don’t give away the farm — not all the information you have — but include teasers. Tell your audience how your company can help theirs to achieve similar goals.

Social proof also does wonders for convincing attendees. There are six kinds of social proof: 

• Expert
• Celebrity
• Reviews and Testimonials
• Fear of Missing out
• Awards
• Referrals

Social proof (and other forms of evidence) is a powerful tool for winning over conversions. People naturally look to their peers for someone to imitate. 

Testimonials, reviews, and endorsements all make your offer more desirable to your audience.

Here's how you can increase conversions using social proof.

Recap

Summarize and restate the highlights from your webinar and emphasize one or two key takeaway points. Remind viewers of the purpose of the webinar and why they’re attending. 

Include a Q and A session if you wish. Have several questions prepared ahead of time, and be aware of your pacing, so you don’t go over time.

Call to Action and Closing

Tell your audience what to do next. Give them the contact information and the links they need to take action. Your webinar should’ve primed them to take whatever action your content intended.

Reiterate the deal you’ve offered and the supporting arguments you’ve made in your webinar. Explain one more time what you have to offer and how it solves a problem for them. Remind them of what a good deal you’re giving them.

Copywriting Strategy That’ll Make Your Next B2B Webinar Script Convert Higher #1: Work Through The Layers

For a more elaborate method to creating your webinar, look at the material as a series of layers. Then, build these layers and make your webinar more fleshed out.

Epiphanize

Does your audience have a problem? Showcase it in bold language to create a hook that draws them in. Choose a relatable situation that will make them stop, look, and listen.

Appeal to their curiosity. Use teasers and fascination bullets. Introduce the problems that people have, and list the benefits your company produces. 

Some examples of formulas for fascination bullets are:

• How to (benefit/avoid pain) — This is how to avoid banana spoilage. (And keep them fresher for longer than you’re used to.)
• Why (benefit happens/pain happens) — Here’s why bananas spoil en route. (And why that loses customers.)
• What (demystifies benefit or pain) — What you need to know to keep your bananas from spoiling. (The secret may surprise you.)
• When (take action for benefit or to avoid pain) — When’s the best time to pick tropical bananas? (Don’t ignore this tip.)
• Where (to go/move to benefit or avoid pain) — Where the best bananas are grown. (And where to buy the freshest bananas.)
• Number of ways to (benefit/avoid pain) — Six ways to use up spoiled bananas. (Before they really go bad.)
• Benefit-named solution (product/technique with pain avoidance/gain) — The foolproof method for the best banana smoothies. (That only takes two minutes.) 

Mechanize

State your USP (Unique Sales Proposition) or what you bring to the table that no one else does. Then, describe your process in detail so that your viewers can imagine themselves using your product or service.

Just remember to keep things fair. Here are some tactics you can use to show how your solution is a win-win for both parties:

• Offering something first — Make a gesture of goodwill: a free trial, a sample, or even valuable information that compels viewers to feel that they owe you something.
• Making your audience feel special — Pay attention and let your audience know that they’re more than just a sales figure for you. You care about their problems, and you’re here to help them.
• Help the customer outside of your store — Show that you’re willing to help them whether they reciprocate or not.
• Make it memorable — Keep things fun and exciting. Entertain your audience.
• Keep the relationship going — Encourage referrals or use customer reward programs. CRM (customer relationship management) nurtures your leads and keeps them coming back for more.

Monetize

Address potential objections and create urgency. Testimonials are a powerful tool for persuasion, but make sure you don’t rely on them alone.

Here are some potential objections you’ll want to anticipate and avoid. Consider doing a dry run with a small audience to see which objections come up.

Price Objection 

Lead with value, not price. Explain all the features and benefits you can provide. Show how your company will help your audience. Once they’re in the right frame of mind, give them the price.

One trick is to use price anchoring. Once you’ve convinced your audience of your value, start with a higher price (“You could pay $50 to get this kind of service somewhere else, but I’ll give it to you for $20.”)

Priority Objection 

“Now isn’t a good time.” They’re interested, but they have to devote their resources to something else. Ask questions and learn what their priorities are. Then, connect those priorities with the benefits you can offer them.

Create urgency by showing what it’d cost them if they didn't buy now. What about efficiency and the opportunities they could’ve had if they’d opted in sooner?

Authority Objection

“I have to ask my boss.” Sometimes it’s an easy way to blow somebody off or put off the decision, but most people need approval before they can spend money. 

To prevent this, try to get in touch with the right people who have the purchasing power from the beginning. A subordinate might be more willing to talk to you, but it saves time if you’re getting through to a decision-maker.

Competitor Objection

“We’re already happy with the service we have. Thank you.” Ask probing questions to make the viewer question how happy they are with what they’re currently using. 

How could it be better? What would they do differently? Then show them how your new service delivers superior results.

Confused Objection

Sometimes your audience genuinely doesn’t know what you’re talking about. If you’re speaking in person, you can read body language and facial expressions to see when you need to change tactics or explain something.

Unfortunately, with a webinar, you’re not going to see their faces. However, there might be a window where people comment during the presentation. Check that and see what’s confusing people.

Reputation Objection

Viewers are biased against your presentation, either because of bad experiences or because they heard something bad about you.

If it’s something they experienced, listen to them and let them explain to you what they need you to do to regain their trust. Show the viewers how you’ve changed or what makes you different from the other companies that disappointed them.

Dinosaur Objection

“You can’t teach an old dog new tricks.” Some consumers are simply set in their ways. They tell themselves “I’ve been doing it this way for 30 years, and it’s always done the job.” They don’t see any reason to innovate.

Some doctor’s offices refuse to transition to electronic medical records, despite the advantages. So, the government had to pass a law and provide financial incentives to encourage providers to go from paper to digital. Even then, many people have resisted.

You can appeal to their sense of logic and explain why things are different now, but this is one case where you may not be able to do much. However, if they’ve signed up for your webinar, they’re already interested in something new. So, hopefully, it won’t be an issue for you.

Copywriting Strategy That’ll Make Your Next B2B Webinar Script Convert Higher #2: Use The Perfect Framework

Another way to design your webinar is to build it as a series of stories. Stories have captivated audiences since the beginning of language and civilization.

1. Origin Story (first fifteen minutes) — It’s not just for superheroes. Everyone has an origin story. Start with the problems you had, and show how your product or service solved them all. Consider the following:
   • • The situation. Where you started and what pains and advantages you had from the beginning.
     • Your goal.
     • The obstacles.
     • How you overcame it.
     • How you felt when you succeeded.
2. Vehicle Story (second 15 minutes) — Explain how your opportunity will meet the consumer's needs.
3. Internal Belief Story (third 15 minutes) — Explain how to break through a false belief about yourself or a negative self-perception. 
4. External Belief Story (last 15 minutes) — Seeing through an external barrier with the help of your new opportunity.

Copywriting Strategy That’ll Make Your Next B2B Webinar Script Convert Higher #3: Use Video Sales Letter Tips

Once you’ve come up with the skeleton of your presentation, check to see if you’ve hit all the major highlights. Then, ask yourself the following questions:

• Have you grabbed your audience’s attention with bold language and action verbs? Don’t use intensifiers like “very” or “really.” Choose a stronger adjective. Try “fantastic” instead of “very good.”
• Problem-Agitation-Solution (PAS) is the backbone of any good sales pitch. Describe a problem, expand on the difficulties, and show how your offer solves it.
• Attention-Interest-Desire-Action (AIDA) is also fundamental to sales. Attach their desires to the benefits your product offers.
• Social Proof — Experts, industries, regular customers, and friends all provide the proof that consumers need to act. Referral programs also work with this need.
• Case studies — Step-by-step, in-depth explanation of a person in a similar situation, how your product helped them, and what the results were.
• Before-After-Bridge (BAB) — Imagine their life before your product and all its pains. Then, imagine life after your product and how you’ve gathered gains and eliminated those previous pains.
• Call-to-action (CTA) — Never forget to tell them what to do next. Sprinkle this throughout the presentation, and remember to make a big push at the end. Stick to the main message instead of giving them too many options.

Learn how to write a powerful video sales letter script here.

Copywriting Strategy That’ll Make Your Next B2B Webinar Script Convert Higher #4: Close The Right Way

You’ve gotten their interest and given them all the information they need. You put a lot of effort into the webinar, and you need the fruits of your labors.

Consider these tips and tricks to convince the audience:

• Start with asking questions that always have the answer “Yes.” This primes them to continue to say “yes.”
• Ask them for permission, then wait for a response. Make sure they’re engaged in what you’re saying.
• Introduce a constraint. For instance, a limited number is available to regular customers. Lift the constraint by stating that special members have more options.
• Paint a word picture of what they’ll be able to do with their shiny, new purchase. 
• Give them an inflated value for all you’ve offered them, then offer them a lower price. Price Anchoring convinces them they’re getting value.
• Hold a Q&A session. Give them a chance to voice their concerns and give explanations that overcome their objections.

Copywriting Strategy That’ll Make Your Next B2B Webinar Script Convert Higher #5: Use These Metrics For Success

How do you know how successful your webinar was? Sure, you might feel like it was a hit, but you can’t rely on that feeling. The best ways to measure your webinar’s success are quantifiable. That way you can see how much of an impact the event had on your business.

Here are a few ways to see whether your webinars are helping your business or if they need some work.

Lead Generation

From clickthrough rates to registration rates to the number of people who attend your webinar, these numbers show how many people you reach with your message. 

Conversion from registrants to attendees garners the warmest leads. Evaluate your landing pages, email reminders, and note which sections lead to the greatest drop-offs in viewers.

The replay may attract a lot of viewers even when a few people attend the live event. It could be a sign that you aren't scheduling your webinars at the right time.

Customer Engagement 

Is your audience interacting with the webinar? Comments, answering polls, downloading supplementary materials — all show that your message is reaching your audience, and they’re paying attention.

Collect basic demographic information about participants. Track which marketing segments asked the most questions, stuck around the longest, and which parts captured their attention the most. Then, use this information when planning future webinars.

Audience Retention

How many people signed in, and how many stayed until the end? What areas of the webinar led to the greatest reduction in viewers? Did interest pick up again later, or was your audience lost?

Are they watching, or are they passively listening while doing something else? Did they load the webinar, stop watching, then walk away without closing the window first? 

Increased Brand Awareness

Brand awareness may come across as a vanity metric because it’s not linked completely to your ROI. However, it’s still an important measure of the sale process. 

Track the number of visits to your web pages, the number of keyword searches on Google, and all the usual SEO statistics to see if people are talking about your product.

In this article, you'll learn how to build a powerful personal brand through copywriting.

Attendee Feedback 

The Q&A section is the obvious place to get feedback, but you’ll also want to track social media mentions to get people’s unadulterated opinions on your product. 

Short surveys at the end of the presentation also give people a chance to offer you some feedback. If people have nothing to say about you, or simply write “Fine,” your webinar may not have made a big impression on them. 

Webinars In Review

Webinars are a great way to freshen up old content and make it more engaging for your audience. The sounds, the visuals, and the interactivity all draw them into your presentation.

Writing the script, drafting the visuals, and creating an agenda guide users through your company’s world. Social proof and case studies also support your message.

Grab your audience’s attention and use fascination bullets to pull them into your circle of influence. Consider who, what, when, where, why, and how many pains and gains your presentation offers.

Give your viewers value and offer them something for their time. Whether it’s a free sample, a free e-book download, or a two-week trial subscription, make it worth their while.

Anticipate and dispel objections through careful research and dry runs. The major barriers are time and money. Show them they’ll lose time and money by not investing in your process.

Provide Structure

Divide your script into intervals with an agenda planned for each interval. Follow one of the templates I’ve provided or review other webinars you’ve enjoyed for input.

Remember the basics of sales and marketing — PAS, AIDA, and BAB. Your webinar content seeks to entertain and inform, but the purpose is still to convince your audience to buy or subscribe to something. 

As demonstrated in the 1992 film “Glengarry, Glen Ross,” you should always be closing. Everything leads to the sale, the conversion, or the call to action you’ve chosen to be the focus of the presentation.

Don’t forget to track leads, audience retention, and brand awareness before and after you’ve held the webinar. Short surveys or polls also glean valuable information about how effective your content has been to the viewers.

Winding Down

The key to full consumer engagement is to provide content on many different channels and in a variety of media. Don’t rely solely on the written word. The beauty of the internet is that there are so many exciting ways to reach your audience. 

A webinar is a large investment, but a well-planned one can elevate your company to a new level of brand awareness and convert new customers. So go ahead, go out there and have some fun with the process.

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