How To Create An Irresistible Webinar

Here I'll show you step-by-step how to create a mind-blowing webinar that will convert attendees into
high-paying clients.

But before we begin, consider this amazing formula I read in a popular book.

This formula is for things which stick in your mind.

Remember any ad, article, story or movie you saw and were influenced by it. This formula can explain
why it's still "stuck" in your mind in this age of clutter.

Afterall we want your webinar to get "stuck" into the minds of your audience, so they don't sleep until
they book a call with you.

Here's the formula: Short for "SUCCESs"

S - SIMPLE
Your script should be simple.

Remember, your audience probably doesn't have the time or the energy to absorb abstract concepts or
complex equations after a hard day at work (or with kids).

Unless you're a 'Maths Coach' this should be easy for most of us to follow.

U - UNEXPECTED

Do you know the rumor that 90% of businesses wind up in 5 years is actually true?

Or that the 50% of the marriages end up in divorce is also true?

Are you revealing any unexpected surveys, incidents, or anything that can give your audience that 'AHA
moment' or make them pause and pay attention to the webinar?

Another example could be Tony Robbins using *creative* words to get attention.

This may or may not be your style but you've to agree on one thing... this guy gets a lot of attention.
You can share weird experiences, stories, metaphors or jokes. The idea is jolt them to pay attention.

C - Concrete.

Instead of using heavy abstract concepts like "customer-oriented visionary paradigm" use metaphors,
fables, stories they can wrap their tired minds around.

Coaches Josh and Grisel shared a clip from the Avengers movie (the fight scene) to show them what
"inspirational leadership" is all about. See your webinar got to be fun to watch too.

Here's a concrete way of reporting a situation.

General Eisenhower to a soldier:

"Sarge, give me an assessment of the military situation."
Soldier: "Sir, picture a doughnut. We're the hole."

"Who Moved My Cheese" published in 1998 is probably the most widely-known business books. And
you know the story inside: 2 mice and 2 little people out on a cheese hunt.

Aesop's fables survived 2,500 years because they are concrete (and weird) stories of animals (talking!).

C - Credible.

Notice how I'm quoting this formula from an awesome book. Quote studies, authors, famous figures to
borrow some credibility.

Great testimonials are a part of the generating credibility.

E - Emotional.

You just need to use some happy, cheerful, joyful, passionate, lovely, wonderful emotional words.

The more gut-wrenching the emotions, the better it is.

S - Stories.

I heard a story where 42 men bravely fought with an army of 1,000,000 soldiers. How did they do it?
Pure grit and design. These men killed about 1,000 soldiers and fled at the right moment.

Now you know the “SUCCESs” formula I'll share step by step how to create the webinar. But always
remember you can't bore people into buying from you.

Now let's get started with the webinar template.

The Beginning
The Introduction
<The Opening>

A good intro builds up excitement, makes a mouth-watering promise and sounds credible.

Examples:

"Hey everyone! It's Sai Blackbyrn here and I wanna welcome you to today’s webinar: 'The six
steps to launching a 6-figure coaching business'"
(Notice Sai using 'numbers' to give even more credibility to the webinar. The word "launching" is
emotionally charged.)

"Hey everyone! It’s Frank Ferrigno here and I wanna welcome you to today’s webinar: 'How to
Shed Pounds of Unwanted Body Fat on a Busy Schedule, Without Ever Feeling Deprived or Doing
Hours of Cardio.'"
(Who doesn't want that? No starvation or hours of cardio? I'm in.)
 "Hey, it’s Josh Kwasnicki and Grisel Puertos here, and today we want to welcome you to the
webinar- Trailblazer: Navigating Toward Inspirational Leadership, where we’ll tell you exactly
what you need to do to transform into the leader that inspires your people to be committed to
you, your business, and the bottom line."
(They explain what it's all about.)

"Hi everyone, its James Woodworth here and a big, warm, welcome to you all... The Ultimate 3
Step Formula for Building Iron-Clad Social Confidence So You Can Absolutely Beast It in Every
Area of Your Life … and Have Fun While Doing So … Even if Right Now You Think You’re a
Complete Social Disaster!"

"Hey! It’s Brian Peters here... ...The six steps to becoming a referral powerhouse and finally take
control of your business and explode your income to where you want it to be, whether that’s 4x,
6x or 10x"

Now, we have talked about an audience which kind of expect exciting things on the webinar. What if
they are emotionally down?

Here's an intro from coach Kaley Zeitouni and her audience is mourning the loss of a spouse or partner.

"Hi, I’m Kaley Zeitouni and even though we don’t know each other yet, I am sending you so
much love and light right now. Both of us know that there are truly no words at a time like this. I
know that this is the worst pain of your life and I am so sorry that you are facing this. Every
circumstance is different – maybe you didn’t get the chance to say goodbye, maybe you are
about to have another child without him by your side, and many of you are likely going through
so many what-ifs and questions. Pause… My heart is pouring out to you right now no matter the
circumstance."

Always pace the audience first, before leading them.

<The Hook>

A hook is basically an idea which makes your audience wonder "what is it all about?" It makes them
want to discover more and stick with the webinar.
Josh and Grisel:
When you utilize the tools and skills which we’ll talk about in this webinar, within the first 3
months... your profitability can increase by at least 22%... Let me put it to you like this: If your
business makes $1 million per year and your profitability increases by 22%, due to using the
tools we are going to give you today, your profits will increase to an additional $220,000 per
year…"

James Woodworth
"Social confidence is truly magical and you had it in abundance when you were a child..."

Now here we can also divide your audience into a pyramid so they can identify themselves and feel
assured that they are in the right place.

Sai's webinar divides the audience into 8 levels where Level 1 is just starting out and Level 8 is the
Ultimate Guru status.
Frank Ferrigno divides his audience based on fat percentages.

Now your coaching niche may not deal with something so measurable like body fat percentages (I want
to be ripped at 10% body fat).

For example, how do you make a pyramid out of something abstract like social confidence? They can
measure IQ levels but social confidence?

Here's James Woodworth's pyramid:

Level 1: You get panic attacks in most social situations... When you do go to a social event you sit
in a corner, bury your face in your phone playing Candy Crush so you don’t have to have eye
contact with anyone... you just want to blend into the wallpaper - you see yourself as part of the
furniture.

Level 2: you can engage in conversations at work... but when it comes to talking to strangers you
freeze...

Level 3: You can ask for directions from strangers, make small talk and keep a conversation
going at a reasonable level...
 Level 4: You’ve got some social muscle... you can a crack a joke spontaneously and deliver
unforgettable stories... You’re lively, your lining up dates every other day, you’re a successful
salesperson or a persuasive leader... You’re very much a people’s person...

Level 5: You’ve got massive social muscles. You’re a big celebrity, talk show host like Jimmy
Fallon from The Tonight Show. You have more than a million Twitter followers...

You can build your pyramid based on the results or the symptoms.

Notice your pyramid is also an opportunity to reveal how they might be feeling at the current level. Plus,
create an attraction for higher levels (where they want to go).

<The Qualification>
Here you achieve 2 things: First when you say that you've maxed out and that you've achieved what we
set out to achieve in THIS webinar... you indirectly add some credibility.

You can also add a frank admission like, this is not a get rich quick scheme... or a magic pill to get ripped
within a week.

And then by qualifying, you separate the wheat from the chaff. Those who are not ready yet (maybe at
level 1 or searching for the magic pill) may not want to continue with the webinar.

<The Summary>
Here you can tease them again to stick with the webinar.

Frank Ferrigno script:

"By the end of this presentation, you’re going to discover:
The Three Pillars of Weight Loss and why we need all three in order to succeed in the long run.
The fastest and easiest way to drop serious weight while on a busy schedule.
Why traditional and commercial diet and exercise programs do not create lasting change and
are obsolete.
The truth about cardio.
The secret to making willpower irrelevant – how to conquer those pesky food cravings once and
for all.
What the Ketogenic Mediterranean Diet and Intermittent Fasting are, and how they can
dramatically improve your physique and overall health."
<The Rules>
Here you gently remind them to put their cell phones away and give their full attention to the webinar.
And to finish it.

If needed, you can say that it'll be a big loss if they missed the webinar.

<Taking Responsibility Away>

Now, this part is extremely important to start creating rapport with your audience.

Up until now, they have been watching this webinar because they think it'll fulfill their desires or fix
problems. Right? They don't exactly know you or like you.

So you've to do something to make yourself credible and likable. Chances are your audience wants to
reach somewhere. And they probably have tried a lot of stuff before and have doubts about you.

You basically say, "it's okay, those failures were not due to your mistakes" (which is somewhat true
because they didn't have a coach like you).

To give you a metaphor, kids don't easily trust strangers. But when you ask them about their names or
show them something interesting like a bar of chocolate then they can think about trusting you.

Similarly, you've to soothe that inner child in your audience.

The worst thing probably would be to play the blame game here. Never suggest that "you sow what you
reap" or that their problems are the results of their Karmas.

Or you can shift the blame to things/ institutes they hate:

Health coach Frank Ferrigno hits a raw nerve here with his audience:
"You haven’t been taught about these things in school, in college, or at work.
Even our Doctors and Government Authorities, who we’re told we should trust, have gotten this
stuff so wrong for so many years, which is why disease, obesity, and healthcare expenditure is at
an all-time high and continues to rise each year.
 Not to mention, evolution did not account for our modern, busy lifestyles with food being so
abundant and readily available.
And now, we find ourselves running into so much confusion and contradictory information."

Sai asks a lot of burning questions like, "Are you struggling to find your coaching niche?..."

When you ask or reveal something that they can answer yes to or can relate to... you're basically
creating rapport because they feel like you know them and their problems. And that you're the right guy
to talk to.

Your Brief Story

Tell them about your family, your dog, and your experience.

Now sharing your family photos or vacation photos are important here. It tells them that you are a
normal guy or gal just like them. Remember how Sai shared his marriage photos? It was by design.

Here's a brief story from Josh and Grisel:

"You might be wondering who we are. We’re from Florida near all the beautiful Tampa Bay
beaches. Josh and I are Organizational Performance Coaches and have teamed up…
(family photos for instant rapport).
… we have 15 years of collective coaching experience…
We are certified coaches that have partnered with smaller $10 million dollar companies and $4
billion dollar companies...
... one well-known fact about the both of us is that we both have bulldogs."

Remember, at the end of the webinar they might have to book a call with you or whip out their credit
cards... and it becomes easier for them if they already like you. Otherwise, you might come across as just
another salesperson.

<Being The Role Model>

<The Hero’s Journey>
To explain this let me call upon the Luke Skywalker from the original Star Wars trilogy.

Luke is just another farm boy in Tatooine. With the help of his mentor (Obi-Wan Kenobi), he brought
down the great Empire to become one of the greatest Jedi of the galaxy.

I'll explain the hero's journey in terms of the movie's title:

Episode IV: A New Hope
Obi-Wan Kenobi mentors the farm boy - Luke Skywalker - to fight with the empire. They get an initial
small victory.
Episode V: The Empire Strikes Back
But it won't be easy. Empire gives the rebels a bloody nose.
Episode VI: Return of the Jedi
Finally, the great Empire was defeated with many twists and turns. Turns out Darth Vader is Luke's
father. And Luke was able to win his father's love and turn him against Sith Lord. He could have died...

Now the story was not so much about who's got more power (Darth Vader or the Empire was clearly
more powerful & rich). But, it was about relationships.

Here's very briefly Frank Ferrigno's journey:

"Back in 2014, I graduated... After 5 short months, I was promoted to pharmacy manager... I put
on A LOT more weight ~ 240 lbs.
None of the doctors I visited could help me...
A year later I was engaged to my girlfriend and after seeing the pictures of us, I was not happy...
I spent thousands of dollars... but nothing helped– I just wanted to give up.
I finally had a breakthrough... my life has never been the same... For the first time ever, I looked
good in a tuxedo..."

Now, who doesn't want to earn their partner's or kids' respect? Darth Vader wanted it too!

So make your Hero's journey more about your relationships... how you earned your partner's love or
your kids’ or grandkids’ respect in the grand scheme of things.

And then in a business situation, you can include your employees, your shareholders or your bosses and
their bosses.
Maybe you saved your boss or the CEO from getting fired or from a huge public embarrassment. Reveal
the juicy details.

<The Final Piece Of The Story>

Here you can include how your coaching practice took shape.

The kind of results you have achieved or the number of clients you've worked with... anything that seals
the deal for you as a trusted coach.

Here's how Frank Ferrigno crafted his story:

"Eventually, some of these patients had approached me to see if I’d be open to possibly
coaching them one-on-one to lose weight. I decided to give it a try. My clients were getting great
results and eventually, many of them were able to reduce the amount of medication they took
every day, and some of them were able to get off of all medication completely! My journey was
a life-changing experience, and my goal is to share this experience with others like you."

Transition Point #1
<The Seeding Of Reflection>

You've scored a major goal.

They've seen you in action and started to appreciate you, like you, love you…

Plus, they've started to imagine how you can change their lives too. And you will... but before that, you
must hint a very important principle: reflection.

Now the goal of the reflection is NOT to make them feel bad about themselves but just orient their
attention inwards and self-reflect.

And Sai achieves this in a wonderful yet subtle way by suggesting that his grandmother used to say,
"when you point a finger towards someone you point three fingers towards yourself too."

You can substitute “a wise friend” here.

Next, we are going to share the content that we promised at the beginning of the webinar.
You would probably have a lot of cool content to share. But should you share everything you've got?

Probably no.

Because it can overwhelm them. You've got 3 shots with your amazing content but if anytime they feel
like they can't keep up... they'll give up.

So like a good mom you give them chocolates first and save the broccoli for later (or maybe how about a
chocolate broccoli muffin recipe? You'd be surprised how much broccoli those little tummies can stuff).

The Middle
Content Piece #1

The best kind of content is contrarian content.

When everyone's saying don't eat fat - you praise Keto (high fat diet).
When everyone's shouting intense cardio - you worry about joint health and root for moderate
workouts.

Here's Josh and Grisel:

"Contradictory to the old saying “leave your emotions at the door,” we need to pay attention to
these emotions because... (it) impacts retention and productivity"

Now I must warn you about using abstract concepts. Remember, they're probably tired and their minds
are tranced out. So if you want to introduce something abstract then explain it too.

Josh and Grisel wonderfully explained what "inspirational leadership" mean. They borrowed a clip from
the Avengers movie where Captain America inspired devotion among rebellious NYPD officials.

You've got all the tools available; this is your show.

<Empathy>
This is a very important piece where you talk about THEIR problems and how THEY feel about it.

Here is a small portion of Josh and Grisel's script:

 "when your people do not have skin in the game, they are mentally checked out. There’s no
investment. They are sleepwalking through their workday... The zombies of the company..."
(This is how their ideal client – a leader who wants to inspire - sees their non-performing employees.)

Here is a small portion of Frank’s script

"I understand how you’re feeling… (You might have) Tried other diets and failed... Had issues
with hunger and cravings... Lost and gained back the same 10-15 lbs..."

In this part, some coaches make the mistake of talking about themselves and their struggles. Those
gems are for your 'Hero's Journey'. This part is for talking about your audience only.

One thing you can do is to imagine one person – one ideal client – and empathize with him or her.

<Problem>
Twist the knife here. And make them aware of the gravity of the situation.

If you are a doctor then you might say that this condition could be their death warrant and that they
should bid farewell to their families unless they get the treatment.

For Josh and Grisel's clients who are leaders, it's a survey which revealed that 70% of the US employees
are not invested. And that chances are most of the employees working for the attendees are looking for
"better" jobs elsewhere.

<Easy Fix Solution>

You can either give them chicken nuggets or bake chocolate broccoli muffins. The simpler it's, the better
it is. And your audience will love you for this.

<Testimonial/Case study>

Here you can provide an awesome testimonial you have or reveal any case study (Sai discussed Apple's
funnel as a case study).

In any case, don't hesitate to use dramatic stories.

Josh and Grisel revealed one,

 "We continually check in with this (client's) company to see how they are doing, and their
patient satisfaction scores have increased. In fact, the VP told us that a doctor sat with a patient
in the middle of the night because the patient was so afraid of his upcoming procedure and
didn’t have any family/friends around..."

Wow... I was in a similar situation once and the doctor didn't bother (Of course, I went to a different
hospital).

Content Piece #2
<Empathy>
<Problem>
<Easy Fix Solution>
<Testimonial/Case study>

Just like the first content piece, you share one more awesome trick, technique or piece of information.

Transition Point #2
The second transition point to take a break between content piece number 2 and 3. In this transition
point start seeding mentorship.

<Seeding of mentorship>

Here we'll subtly take a small detour. Your audience is probably tranced out or taking up notes. So here
you can seed the importance of mentorship.

Sai does it very nicely. He says something like:

“But all this will not make a difference if you don’t make this shift… Reflection… Are your clients
decisive? Are you a go-getter, and go after what you want? Or do you ask for opinions, put
decision for later, talking to the whole town… (it’s seeding them to decide and call). It’s the root
cause why clients don’t come to you.

Do your clients pay you a premium price for your product/ service – what have you? Or do they
get fearful and recoil? Do you pay a premium for getting great results? Or do you nickel & dime
when you know the outcome is far more important than what you pay for coaching?

Are your clients committed or straddled? Are you committed in your life and business? Do you
go the whole hog to get what you want? That’s why reflection is the most important distinction
you have in your business & your world. All the challenges you’re having in your life & business…
 think about your life… where do you perform the same thing that you complain about your
clients too? Once you start to see that it can change your world… perhaps your in that scarcity
mentality that you don’t want to pay for coaching… perhaps you’re not committed to learning
skills or perhaps when it comes to being decisive to get coaching you’re not sure. Think what’s
happening with your clients, are they merely reflecting the same exact things that you do in
your life."

Give them something to reflect upon… and seek help (from you).

You can tune this to suit your needs. Here's something from Josh and Grisel's script:

"As the saying goes: it’s lonely at the top, and being a leader is no exception. So, to be a truly
Inspirational Leader, you have to call on someone to support you. I always say the leaders
support their employees, but who is supporting you?...

… Now let me ask you this: Do your customers pay fair pricing for your products and services...
What about when you pay for something... Are your customers committed, or do they straddle?

... What about your teams? Do they have one foot in and one foot out the door and when you
give them something which makes them a little bit uncomfortable..."

See, the principle of Reflection works everywhere.

The Middle (continued)

Content Piece #3
<Empathy>
<Problem>
<Easy Fix Solution>
<Testimonial/Case study>

All that we discussed in Content piece #1 is applicable for this part too. Deliver another awesome recipe
they’d love to devour.

Transition Point #3
The third transition point before The End begins. In this transition point continue seeding mentorship but
make it more and more appealing since you are going to start your close soon.
<Seeding of mentorship>
Sai started this out like he was going to share a story.

He shares a cute photo of a few files (the 20% work) that had everything that took him to the 6-figure
levels along with a box full of crap that didn’t work out.

And then he moves on to describe benefits of having mentors: Experience, Speed and Accountability.

Sai goes on with, "Imagine 93% of all the vision and the work didn't work... and only a small portion
actually ended up working... Now when I look back at that journey one of the key distinctions that made
the big difference between what worked and what didn't work was mentoring… Now when you want to
create a successful coaching business you need to hire the best... the best mentor..."

He even goes a step further, “Doctors earn $180k a year… they’re spending $56k a year in Med school…
I’ve invested close to $100k in training & education to get me where I’m today.”

You can subtly hint that to earn more, they got to invest in coaching. And that’s true for almost all the
industries because top achievers are top learners.

The End
<The First Sale>

This part is very tactful where you need to come across as their "potential" coach... instead of some
salesperson.

One important thing you’ve to remember is that “closing for sale” in our context is really “opening for
discussion.”

Unlike a regular sale, you invite them to start a conversation with you. So you’ve to be warm here. It’s
like the mom who’s almost finished all the Chicken nuggets and now wants her kids to try some
vegetables.

Summarize what you've talked about in the webinar. Then you ask them to make a simple choice: more
delicious foods or fuhgeddaboudit. And then you invite them to book a call with you.

One thing you must make sure is to make it seem a natural choice for any ambitious person. At no point
should you force a decision on them.

Josh and Grisel's script:

 "If you want to move forward, here is how we can help. Over the next 48 hours, we have set
aside some time to speak with you personally about how you can apply these ideas starting
today. A 1:1 coaching session with you. Now whether you’re looking to ignite employee
commitment, cultivate employee retention, ensure stellar performance, produce exceptional
outcomes, or anything else that has to do with becoming an Inspirational Leader for bottom-line
impact, we are going to partner with you to create a step by step game plan to help you achieve
just that."

Notice, even though you point out that the session is free always tell them why you’re doing this. You
can say you want to “pay it forward” and then add that if you're a good fit then both of you can think
about working together.

And then ask them where to go, what button to click and how to select the time zone...

Transition Point #4
<Bribing For The Close>

Sometimes we humans need to be seduced to move into action. So bribe them with something they
know they’d need desperately.

Josh and Grisel's script:

"Well, after we have our call together, we will immediately email you our step-by-step 13-page
pdf file we internally call, Bad Ass Strengths Excavator Cheat Sheet that not only gives you
dozens upon dozens of strength-based questions you can ask each one of your employees, but it
also walks you through step-by-step on how to break the ice and set the ball of conversation
rolling while giving you templates for these strength-exploration discussions.

This is going to transform your Clark Kents, Bruce Waynes, and Tony Starks into the
Supermans, Batmans, and Iron Mans of your organization. Imagine the kind of advantages
you will unleash over your competitors…. your competition won’t know what hit them… This
will be yours to keep, at no charge, that you can use again and again to help you discover your
employees’ strengths. We will make sure that once you book in a spot and we have our call
together, that you will receive this as our gift to you!"

Notice the emotionally charged language.

The End (continued)

<The Emotional Closing>
People buy based on emotions.

Sai brings out the big guns here… especially notice the tone of his voice and the pause.

He reminds that kids copy what you do. He then says, "When my kid says to me, 'Daddy, I want to go
and follow my dream".' Am I gonna say, 'YESS, go for it kid. Because that's what I did.'"

Even Darth Vader couldn’t resist the innate tendency to align with his son’s expectations… invoke them.

Josh and Grisel's script:

"I always say that the first day I was born was not on my birthday. It was when I met my
wife...She brings out the best in me and inspires me to see the world anew every day. It’s these
type of positive, uplifting emotions that I want to have people feeling so that there is a ripple
effect into the world."

<The Second Sale>

Now unlike a movie, there’s NO explosion, climax or resolution here.

You hit them from multiple angles with a sole purpose – book a call NOW. And you tell them in different
ways that it’s NOT over… they’ll get even more brilliant results when they click the button and book a
call. And say you’ll be waiting for them on the “other side.”

Sai, "I honor your commitment. I honor you for the stand of going after what you want with your life.
Now it's your turn to make that choice... now it's your turn to say, 'I did it. I went after what I wanted
and I transformed the world.' So make your choice. Click the button..."

Sai “presumes” that his attendees went after what they wanted. And most people want to stay
consistent.

And that’s it for the script. But there’s one more dimension to the webinar I’ve not yet talked about.

Your energy, your emotions, your pauses, your jokes, your persona, and your force… must come across
through the presentation to influence them.
If you’re lousy with the delivery, then you’ll have a lousy presentation. If you’re at a higher vibration,
then you’ll resonate with your audience.

I've heard Tony Robbins practices his speech up to 200 times before he delivers it. Same goes for this
webinar too. Practice your script as many times as possible before you finally record it. Your energy and
your tone need to inspire action. And don’t forget to have fun while creating and recording it.

Best of Luck.