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.
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.
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.
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.
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.