How to Drive Leads to Your Webinar
Follow This 3-Step Process to Reach Your Intended Audience and Fill Up Your Seats!
I woke up this morning and found the following message in my inbox from a health coach seeking copywriting and marketing advice:
My first thought is that the desire this health coach has chosen to meet is NOT a burning desire.
In her question, she states:
"… the idea is to teach them health to be their priority.”
That’s a hard thing to do. Especially if these women are busy. They likely already know that health should be their priority. What they really want is a faster, easier, better way of getting healthy.
Not to mention, the current promise is vague.
Now, if this health coach and I were working together, I would ask her:
Why are these women busy?
What does their day-to-day life look like?
Are they busy moms? Or busy career women? Or busy business owners?
These subtle differences matter. Because their true desire lies buried beneath.
So given the limited information I had to work with, I offered the following advice:
There’s a ton of advertising judo and copywriting principles at play in my response. Did you catch all of them?
Let’s break it down so you have a few of these principles down next time you want to advertise a webinar!
Make One Simple, Actionable Promise
When promoting your webinars, ALWAYS make a simple (and unique) promise!
In this case, “a 10-min relaxation technique to soothe your body and mind after work” is something busy women may want to discover.
It’s simple. It’s effective. If you can back it with proof, even better.
Can you make it unique? “It’s a 10-min technique used by first responders.”
Let’s look at a few real-world examples.
This is how Coach Roseanne Kamau communicated her promise:
Coach Roseanne answers a significant objection most people have when trying to lose fat; “Is this another fad diet?”
No! In fact, it’s not a diet at all. Coach Roseanne entices her audience with the possibility of losing fat without sacrificing the food they love.
Or check out this promise from Mindvalley:
Mindvalley promises to show you how to get fitter and stronger in less time. Specifically by following a biweekly 15-minute workout!
Simple and actionable promises are effective when driving leads to your webinar. It makes your solution attainable and easy to follow.
Your customers love convenience.
They want an easier and quicker way to solve their problem.
So what bold, simple promise will you use for your next webinar?
To make things easier, follow this foolproof formula to help you get started:
Now that you’ve lured them through your simple and actionable solution, it’s time to drive traffic to them...
How to Drive Traffic to Your Webinar
You have to get potential clients to notice your webinar, and the most effective way is through direct response copywriting.
That means, you are writing copy to get a response. In this case, getting a click to your webinar registration page.
Keep the copy tight. Focus on the pain point your target audience faces and present the simple promise to be revealed on your webinar.
Here are a few principles to keep in mind when writing copy across different platforms:
Two ways to promote your webinar:
Paid Ads
Keep your ads short and punchy.
The average attention span of humans is declining. To capture your ideal clients, you need to convey a compelling message using a few words.
2. Email Marketing
Emails are another great way to drive traffic. A well-crafted email helps you establish an intimate relationship with your existing customers. Ultimately, leading them to reserve their spot in your webinar, like this example from Dr. Minkel:
Dr. Minkel’s email detailed specific pain points of people who have trouble sleeping and added an element of specificity to make it compelling.
This email is effective because it conveyed what the webinar is, who’s it for, and the actionable solution he has in just a few lines.
Now that you’ve persuaded your audience to attend your seminar, you need to deliver what they signed up for…
...and it starts with organizing your webinar’s content.
Structure Your Webinar to Pay Off the Promise and Easily Transition into The Sales Pitch!
Once your target audience attends your webinar, you have to deliver the goods!
I recommended this health coach structure her webinar as follows:
Introduce yourself
Tell a relatable story
Provide the content (in this case, the promoted promise)
Transition
The pitch
Structuring your webinar in this way may take an hour, but it's necessary to provide context and extend further help.
For example, after you teach the technique, you can say:
“That's how you can soothe your mind and body with this simple, 10-minute breathing exercise…
If you found that helpful, you're going to love to hear that this exercise is part of my holistic approach to helping busy women reclaim their health. I wish I could show you more strategies but there's only so much I can teach in 1 hour.
That's why I am opening a few spots for my program!
[name of program]
This is the absolute BEST program for busy women who want to [MAIN BENEFIT]... etc.”
Add bonus tips and strategies to keep in mind at the last part of the webinar.
Need Help Driving Leads to Your Webinar?
I’m confident that I could help you get some clarity on your copywriting and marketing strategy pretty quickly.
No pressure, no sales tricks.
I love connecting with health and wellness professionals for short calls offering up my expertise to:
A. Build up my network
B. See if I can help anyone on a longer-term basis
C. To get out there and serve (I’ve found that good things happen to people who put service first)
If you’re interested in having a chat, you can select a time that works for you by clicking here to book your call:
