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How many of you have registered for a webinar in the past 90 days? Odds are that it’s a good number because webinars are extremely effective and can provide a ton of value.

We do a lot of webinars at Carson and we work our tails off to make sure they provide that next level of value to attendees — the same way you do as an advisor with your presentations. I’m sure you’ve worked hard to build those. Webinars can be a tool to elevate those presentations. However, you must make them worthwhile.

I have three tips for you for creating webinars that provide value for attendees while also building upon your relationship with them, whether they’re brand-new prospects or clients you’ve had for decades.

1. Use the ‘Hook, Book, Look, Took’ Framework

This is a time-tested and proven structure for educational materials that provides a great framework for webinars.

Hook

Get the audience’s attention. Get them hooked by starting the webinar with a good story.

This story should be so good that it will creep back into our minds a couple of days later when we’re thinking about related ideas.

Right after the hook, introduce yourself. Tell us who you are, what you’re passionate about, your family, where you’re from and where you’re located. This introduction needs to feel authentic so the audience can connect with you, but don’t make it an autobiography. Limit it to 2.5 minutes — just enough to engage and connect with you. After the audience is hooked and actually wants to listen to you, deliver the book section.

Book

The book section holds all of the content — the main idea, the topic, etc. Whatever you’re talking about, keep it to three bullet points. (Example: Three Things You Need to Know About Social Security, Three Ways [insert new legislation] Will Affect Your Small Business, etc.). You should teach the audience something, otherwise why would they listen to your webinar? Keep it really simple, then explain how to apply it.

Look

Tell the audience to examine their own situation and see how they can apply what you’ve taught them. This is the segue from the content to the call to action.

Took

The took section is the part you all know and everybody expects — the call to action. What action do you want attendees to take?

2. Sell It

In order for any of this to work, you have to sell it.

Rehearsal is crucial in this process. Get feedback before you go live. Learn. Revise. Edit. Rewrite. Rehearse again.

And when you go live, commit to the topic and your audience. Spend some of your time helping people understand why they should spend their time here. Why should they give you 25 minutes? And when should they give you that 25 minutes? Meet them during their availability. This will help ensure your target audience can actually attend your webinar.

Since you received their information during registration, contact them. Thank them for attending and ask if they’d like to talk. This could possibly end in a lead or at least a network connection.

3. Use the Software That Works for You

You can learn what worked by using software. Use whatever program you feel comfortable with and that you can afford. There’s a large price range for these tools. Find one that works for you. That insight will help you improve so you can sell it better next time.

We like GoToWebinar, but Zoom is also a great option, and it starts at $14.99 per month. You can do a lot with that.

You can also hit the record button (I advise this anyway to keep it for your archives) and put it on Facebook if you want to push it and create connections that way. (Important note: Make sure you run your webinar through compliance before putting it up anywhere!)

The key is to choose the right fit for you and your firm.

All the insights gathered from these software programs can show you who is in your audience, what their interest is, your cost per acquisition, conversion rates, etc., and it becomes a really fun way to see how things grow.

— Check out The Fundamental Rule of Content Marketing That Most Advisors Overlook on ThinkAdvisor.


Jud Mackrill, co-founder, Mineral Interactive; CMO, Carson GroupJud Mackrill is the chief marketing officer of Carson Group. He is passionate about building digital strategies and powerful tools to enhance the lives of advisors to effectively grow their firms.

Jud was introduced to financial services when he began working at Orion in 2004, where he served in a number of roles, including heading up technology implementation. In 2015, Jud co-founded Mineral Interactive with his wife, Kim. The Mineral team was honored to be named Winner, Best Advisor Innovation, Fuse 2017 and XYPN Fintech Champion 2018.