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The 5-Step High-Converting Webinar Copywriting Formula You're Not Using (But Probably Should)

Are you struggling to get results from your webinars? Having a hard time getting people to sign up, let alone show up? 

You’re not alone.

  • Webinars can be tough.
  • They’re a lot of work, and there’s no guarantee that people will attend, even if they sign up. 
  • Still, there’s a way to increase your chances of success: by using a tried-and-true webinar copywriting formula.

If used the right way, this method will get people interested in your topic and excited to attend your event.

The best part?

This 5-step webinar copywriting formula is easy to follow and you can use it for any type of webinar. Whether it’s a product launch, lead generation, or educational event, this formula can help you create more effective webinars.

Let's break it down.

 

Why Every Business Should Have A Webinar

The 5-Step High-Converting Webinar Copywriting Formula You're Not Using (But Probably Should)

You can use a webinar to achieve a variety of goals. For example, you might use a webinar to: 

  • Generate leads 
  • Nurture existing leads 
  • Build relationships with customers 
  • Educate your audience on a particular topic 
  • Sell a product or service 

Webinars can also assist a product launch, demonstrate an existing product, or gather critical customer insights. As you might have guessed, webinars are versatile and have many different applications.

They’re not all winners, though. Results will be determined by how well the webinar is written and presented.  So it's important to put some time and effort into creating a high-quality webinar. 

The good news is that once you've created a great webinar, you can use it over and over again. This means that the return on investment (ROI) for a well-crafted webinar can be huge.

 

Part #1: The Introduction (5-7 Minutes)

The 5-Step High-Converting Webinar Copywriting Formula You're Not Using (But Probably Should)

Your introduction's main message is: you belong here.

You'll want to greet attendees and thank them for coming. Say hello and promote participation by taking a few minutes to welcome everyone. This creates a bit of a buffer, giving people more time to join the webinar before you start. 

Participate in the chat by offering comments, asking questions, or writing in the chat room from which participants are joining. When others see that they aren't alone on the webinar and that people are attending from all around the world, social proof starts to work its magic.

 

Get Attendees To Do Something

Here's a secret: the sooner you can get your viewers to do anything, the more invested they'll be in the entire experience. This is because once they've taken that first step, they're more likely to want to see the webinar through to the end.

So when it comes time to drop your call-to-action, you want active participants, not passive lurkers.

What should you have them do?

Depending on your topic and what you want to accomplish in the webinar, you might want to:

  • Ask a question 
  • Get them to agree with you on something 
  • Get them to do an activity with you 
  • Take a poll 

For example, if you're teaching a cooking class, you might want to have people gather their ingredients before you start. Or, if you're presenting new data, ‌ask people to take a quick poll on what they think about it.

You can even pose simple questions followed by requests like, "Can everyone hear me? Please type yes.” That can get people's attention quickly. After a few minutes of dialogue, you can welcome everyone to the webinar officially.

 

Lead With The Benefits

It's not a secret — people love getting things. Free things, valuable things, things that help them resolve painful issues, you name it. So you'll want to pivot to benefits soon to keep their attention.

To begin, list the 3-5 key benefits your audience will learn. This can just be a repeat of the hook you used in your marketing to attract people to sign up for the webinar.  

Stress the urgency of learning these things as well. 

You might say something like: 

"By the end of this webinar, you’ll know X, Y, and Z. These are key pieces of information that you can put into place immediately to improve your life/business/work."

The idea is to remind people why they signed up in the first place and reassure them ‌they’re in the right place. You don't want folks to be left guessing for too long.

This is your chance to stimulate interest and overcome any early obstacles that might make someone want to leave.

 

Ramp Up The Value

Finally, you want to offer people a reason to stay until the end of your introduction.  

The best way to do this is to promise them some kind of exclusive content, offer, or prize if they stay until the end. 

You can also give a sneak peek of what's to come later in the webinar. 

For example: 

"In just a few minutes, I'll be joined by Jane, who’s going to be sharing her story of how she overcame X. But before we get to that, I want to give you a little preview of what's to come later in the webinar."

This technique is a powerful way to increase the likelihood that people will stay for the entire webinar. If they know there's something valuable waiting for them, they're much more likely to hang in there.

Webinar Introductions are critical to the success of your webinar. By following these steps, you can ensure that your participants will be engaged and attentive for the entirety of your presentation.

 

Part #2: Your Story (10-15 Minutes)

The 5-Step High-Converting Webinar Copywriting Formula You're Not Using (But Probably Should)

Your story's core message is that the audience isn’t alone. You’ve faced the same challenges, made the same mistakes, and had the same fears as anyone in attendance. 

In spite of that, you’ve also triumphed. You’ve learned from your mistakes, faced your fears, and overcome the challenges to become successful.

Now it's time to share your story with your audience so they can see that they, too, can achieve success.

 

Tell Your Story

This is where you can discuss your struggles, what you've gone through, and the problems you've encountered. To put it another way, what prompted you to seek a solution?

Your story is your sole opportunity to connect with your audience. They need to see that you understand their challenges and have been in their shoes. Only then will they be willing to listen to what you have to say.

So, don't be scared of being authentic and vulnerable. This is your time to shine and show the world what you're made of. Tell your story in a natural way, with only a few bullet points to keep you on track.

Be as explicit as you can as well. Contrary to popular belief, the more detailed your story is, the more universal it becomes. You want your audience to feel as if they’re there with you.

Your story shouldn’t be over-scripted, either. This isn’t the time for fancy words or big vocabulary. Use language that’s natural and easy to understand.

 

Tap Into Emotions

Once you’ve established that connection, you can ‌offer your solutions. First, you should engage your audience's emotions so they’ll be receptive to your message.

Which challenges have you faced and overcome? What motivated you to seek a solution? Share your story with your audience and engage their emotions so they can see that you understand them and that you’re just like them. 

Only then will they be receptive to your message.

Here's how you can trigger powerful emotions in your copywriting.

 

Part #3: Main Content (30-40 Minutes)

The 5-Step High-Converting Webinar Copywriting Formula You're Not Using (But Probably Should)

There are three vital areas for your main content. First, introduce the problem, then detail the problem, and finally introduce the solution. 

 

Introduce The Problem

Introduce the problem with a brief insight into the solution you’ll talk about later. The primary message to get across is, “Here’s how I can help you with this problem.”

This ensures that people understand what you’re talking about, and that they stay tuned for the rest of your webinar.

A few tips:

  • Don’t spend too long talking about the problem — you want to focus on the solution.
  • Use relatable stories and examples to illustrate the problem.
  • Make sure your audience knows ‌you understand their pain points.

 

Details About The Problem

While explaining the problem, you should share all the valuable information. This is where you deliver the promises you make to the viewers. The core message for your viewers is, “This is how you can get results.” 

This ensures that your viewers understand what they can achieve by taking your advice. They’ll also be more sure that your webinar will deliver on its promises.

A few tips:

  • Be as specific as possible.
  • Use relatable stories and examples to illustrate the problem and how you’ve helped people in the past.
  • Don’t be afraid to show some vulnerability — it’ll only make your message more relatable and trustworthy.

 

Introduce The Solution (Your Product)

Last but not least, introduce your all-in-one solution that’ll make the viewers’ lives easier. The solution is your offer. 

This is where you talk about how your product or service is the best solution to the problem. You want to make sure that your audience knows that your offer is the solution to their problems.

A few tips:

  • Make sure your solution is relevant to the problem you’ve just talked about.
  • Don’t spend too much time talking about the features of your product — focus on the benefits.
  • Use relatable stories and examples to illustrate how your product has helped people in the past.
  • Keep your call-to-action (CTA) clear and concise.

 

Part #4: The Offer (5-10 Minutes)

The 5-Step High-Converting Webinar Copywriting Formula You're Not Using (But Probably Should)

In this section, there are three key things to communicate:

  1. The main benefit of your offer (and why it's the best solution to their problem).
  2. The price of your offer (including any discounts or value/cost comparisons).
  3. The deadline (including anything that elevates urgency).

Your offer's main message is about what attendees can get right now.

 

Point Out The Value

Unlike the previous section, which focused on sharing results, this section focuses on communicating value. Use price contrast to show what typical people have paid for a product or piece of information like this.

For example, "The average person spends $50,000 on a car. With our offer, you can get a new car for just $15,000."

 

Elevate That Value

Next, you're going to want to elevate the value. Emphasize the amount viewers will pay while detailing all the value they'll be getting.

State your standard price, then provide an additional webinar discount with a purpose. This is where you emphasize the rarity of the deal and explain why it’s only available for a limited period.

For instance, "The early bird price is $997, but if you join us today, you'll get an additional $200 off."

To create a sense of urgency, establish a deadline for your offer. This could be the end of the webinar, the end of the week, or even the end of the day.

The bottom line: your offer needs to be clear, valuable, and have a sense of urgency.

 

Inject Social Proof

At this point, you should provide a few more testimonies. Preferably ones that are shorter, with a quick before-and-after comparison.

Remember to always focus on the results that your offer provides.

For example, "I was skeptical at first, but after using this method for just two weeks, I made an extra $5,000." 

"I used to work 60 hours a week and now I'm down to 30. Plus, I'm making more money than ever before."

These results-oriented testimonies will help increase the perceived value of your offer and make people want it even more. Make sure you distribute them throughout your entire webinar, particularly in places where they appear most natural.

 

Restate Important Details

Now it's time for the big close. The conclusion should summarize everything you said and provide a final push to get people to take action.

Start by reminding your audience of the fundamental problem you're solving and how your offer can help.

Then review the key benefits of your offer and how it's helped others in the past. Testimonials, case studies, all of that.

Try to include all left-brain information, such as payment choices, guarantee, and delivery information.

 

Close With A Final CTA

Finally, add another CTA. This is your last chance to get people to take action, so make it count.

You could say something like, "If you're ready to get X, Y, and Z, click the button below."

Or, "If you want to learn more about our offer, go to our website."

 Whatever you do, make sure your CTA is clear and concise.

 

Part #5: The Close & CTA 2-5 Minutes

The 5-Step High-Converting Webinar Copywriting Formula You're Not Using (But Probably Should)

The conclusion is quick, lasting only a few minutes, and its message is straightforward: this is your last chance; act now.

Despite how short the conclusion is, it's one of the most important parts of your webinar. 

Without a strong CTA, all your hard work leading up to this point will be for nothing. It's your last chance to make an impression and drive home the value of what you're offering.

So, how do you write a conclusion that's both powerful and concise? 

Here's a 5-step formula:

  1. Thank your audience for attending 
  2. Remind them of what they've learned 
  3. Tell them what's next 
  4. Offer a solution to their problem 
  5. Make your CTA

Let's break down each step so you can see how it all comes together.

 

1. Thank Your Audience For Attending

Your hour-long webinar has come to an end. You can either thank everyone for coming and sign off, or you can open the floor to some Q&A, which is usually a nice idea.

Think of it like this: if attendees still listening after your entire webinar and haven't jumped off or bought anything, you know they're interested. As a result, spend as much time as you need to respond to these inquiries.

If you choose to skip that, thank your audience for taking the time to attend your webinar. It's still a great way to end on a positive note and show your appreciation.

 

2. Remind Them Of What They've Learned

Give a quick recap of the main points covered in your webinar. This will help to remind your audience of value they've gotten from attending.

In short, restate the deal, add the bonuses, and repeat the discounts and guarantees. Then make your final CTA.

 

3. Tell Them What's Next

If you have more content to share with your audience, let them know what's coming up next. This could be another webinar, an ebook, or a course.

If you made a promise about a freebie or bonus, be sure to tell everyone about the secret attendance bonus you mentioned at the start of your webinar for those who stayed until the finish. 

 

4. Offer A Solution To Their Problem

If your audience has a problem that you know you can help them with, offer a solution. This could be your offer or something else entirely.

The idea is to offer a solution to their problem so they can see the value in what you're offering and be more likely to take action.

 

5. Make Your CTA

This is it. The moment of truth. Finally, make your call-to-action (CTA). This is where you tell your audience what you want them to do next. Make it clear, concise, and persuasive. 

It could be something like:

"Visit our website to learn more about our product." 

"Download our free ebook on XYZ topic." 

"Sign up for our course on ABC topic." 

Whatever your CTA is, make sure it's clear, concise, and actionable.

Here are some reasons why your CTAs might not be hitting the mark.

 

Some Bonus Final Reminders

The 5-Step High-Converting Webinar Copywriting Formula You're Not Using (But Probably Should)

This might seem like a lot of information, but remember: a webinar is extensive. A lot goes into it, but it also has the potential to provide a lot of value.

If nothing else, focus on the following:

  • If you're selling a product, be sure that your CTA centers around a purchase
  • Include a sense of urgency in your CTA (e.g., "Act Now" or "Offer Ends Soon.") 
  • Make it easy for your audience to take action by including all the necessary information (e.g., discount codes, website links, etc.) 
  • Don't forget to include a strong guarantee to remove any risk for your audience 
  • Include social proof in your CTA (e.g., "Join the other XYZ happy customers.")

By following these steps, you can write a conclusion that's both powerful and persuasive. So go out there and put your newfound knowledge to good use.

Learn how to make your B2B webinar script convert higher here.

 

Good Copywriting Increases Webinar Performance

The 5-Step High-Converting Webinar Copywriting Formula You're Not Using (But Probably Should)

An effective webinar copywriting strategy is essential for any business that wants to succeed with this powerful marketing tool.

The key takeaways are:

  1. Write a great headline that accurately reflects the content of your webinar.
  2. Get to the point quickly in your introduction and let people know what they can expect from your presentation.
  3. Use stories, analogies, and metaphors to make complex concepts more relatable and easy to understand.
  4. Use testimonies, case studies, and social proof to increase the perceived value of your offer.
  5. Make a clear and concise CTA at the end of your webinar.

By following these tips, you can create a webinar that not only educates and entertains your audience but also sells your product or service.

Now you know the best copywriting formula to increase your webinar’s performance. Good copywriting for a webinar can increase engagement with viewers and increase sales. 

Put this formula into practice and you can watch your business grow faster with better copywriting.

Want higher conversions on your landing pages, sales letters, emails, or ads? It might be time for you to work with an expert copywriter. I’ve driven tens of millions of dollars in revenue for hundreds of clients over the past 10 years — including some of the largest B2B companies and digital brands in America.

Using my words, I’ll tap into your prospects’ deepest desires, deploy my menagerie of psychological sales triggers, and prime them for the sale. The result? More wins for your business and more revenue and profits in your pocket. Sound interesting to you? Click HERE to learn more about my copywriting work and see if we’re a good match.

About Daniel Doan

Daniel is a conversion copywriter known for helping some of the largest B2B companies and digital brands in America convert more traffic into sales.

When he's not writing about himself in the third person on his website, he's focused on partnering with growing companies to squeeze the juice out of every marketing dollar.

Because when companies bridge the gap between what they want to say and what their customers will read...

Clicks, conversions, and sales, will go absolutely bananas.
LEARN MORE ABOUT DANIEL

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100+ Potassium Powered Copywriting Guides

About Daniel Doan

Daniel is a direct-response copywriter with over a decade of expertise writing words that bridge the gap between what your business want to say and what your customers want to read.
LEARN MORE ABOUT DANIEL'S HIGH-CONVERTING POTASSIUM POWER

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