27 Point Webinar Marketing Checklist

Prepare

Decide Clarity

Decide what point

Choose an overarching theme

Set your pricepoint

Close Commitment

Transition into your close

Make a no-brainer offer

Start the post-sale party

Promote Clean Completion

Takeaway food chain

Set expiring bonuses

Sequence the clean up.

Handle Assurance

Preliminate objections

Install beliefs

Neutralise alternatives

Promise Connection

Fears/frustrations & wants/aspirations

Make your big promise

Bullet the benefits

Stick Intensity

Blackout & countdown

Deliver upfront value

Multimedia messaging

Stretch Transformation

Create conversion content

Set forks in road

Plan spontaneity

Attract Possibility

Create a compelling registration page

Triangulate promotional angles

Schedule email broadcasts

Open Inspiration

Start with core promise

Top 3 problems & goals

Get permission for style, content & sale

Yo

uU

sT

he

m

Present

PREPARE YOUR PLATFORM

Notes

Notes

Webinar Preparation 1: Your Audience 20 minutes of preparation can triple your conversion rate when selling 1:many. Use this worksheet to get clear about your audience’s hidden fears & secret desires. These hot buttons will be crucial when creating Conversion Content, and making your offer.

What are their fears & frustrations?

What are their wants & aspirations?

If you could give them anything in the world, what would they want?

What product will you sell them?

Webinar Preparation 3: The Resistance No-one joins a webinar already wanting to buy something. To get someone to

commit to themselves, their future, and your offer; you’ll need to overcome the

3 resistant forces that stop people from making a buying decision. First, list all

the objections you’ll need to overcome. Next, all the questions you’ll need to

answer, and finally, list the alternatives that need invalidating. You’ll handle

the resistance in your conversion content with strategic stories.

What objections might they have? List the reasons a prospect might say ‘no’.

What questions would need to be answered? In order for your prospects to feel ‘safe to spend’.

What alternatives do they have? list the alternatives they have to buying your program (including doing

nothing).

Takeaways

Action Steps

Backburners

CRAFT YOUR CLOSE

Notes

Notes

Notes

The Transition All the best recruitment sales webinars have a smooth transition from content to

close. Use this 8-step transition formula to ‘Slide home’, and set up your offer

in the strongest light possible.

‘Not Sure Why You Showed

Up...’ It could be because...

‘That Brings Up A Question...’ How can I get those results in my business?

‘The Solution I Created Is

Called...’ Name your system

‘I Built It To...’ To help people like them overcome problem

a, b, c.

‘Now You Know That...’ What are the 3 big takeaways that set up the

sale?

‘It’s designed to...’ Make it easy to achieve goal x, y, and z.

‘But It’s Not For Everyone...’ Make your damaging admission.

‘You Can Do It Slow... Or

Fast...’ Overcome the ‘Do It Myself objection or others

here.

1 2

3 4

5 6

7 8

Takeaways

Notes

Action Steps

Backburners

CREATE CONVERSION

CONTENT

Notes

Notes

Notes

Notes

Takeaways

Action Steps

Backburners

ENGINEER YOUR ENTRY

Notes

Ignition open (Missing)

Own The Room Your first 3-5 minutes is your most important timezone, because it sets up the

whole session, as well as the sale. Use this worksheet to make sure you hit the

key points as you start strong.

Attention 3 problems & promises you’ll

address?

Connection How will you get 100%

participation?

Retention What will your ‘stick’ bonus be?

Permission For your style, content & the sale?

Your Core Story The first piece of ‘content’ that you will share on your webinar is your core

story. Almost every guru and every superhero has one — their origin story. For

this webinar, it might be your story, or that of a client or friend.

It starts with a person in trouble, unable to get what they want, and frustrated

by it. Then, you make a discovery, and apply it. You enjoy the results, and

decide to share the message with the world.

The Situation Set the scene. What was happening? Where were you? What were you trying to achieve?

The Problem Describe the problem in detail. Outline the Situation, Quantification & Frustration

The Discovery Tell your story of discovery.

The Results 1. Share the results — Physical, mental & emotional. 2. Link your journey to theirs — Why do you want

to share it with the world?

Takeaways

Action Steps

Backburners

MODEL THEIR MAGIC

Notes

Notes

Action Steps

Backburners

AUTOMATE YOUR MARKETING

Notes

Notes

Action Steps

Backburners

PROPEL YOUR PROMOTION

Notes

Notes

The 8 Themes For High Value Conversion Events Every successful conversion event is built on a big idea or theme that makes

prospects want to attend. Use the 8 themes below to brainstorm angles for your

conversion event [workshop, seminar, webinar or teleseminar].

Insiders & Outsiders What the top 3% of coaches know about

sales ... that average coaches do not.

Avoid Pain Never cold call again

Big Result — Without Pain How to sign 5 new clients in 21 days —

without cold calling

How To How to create a winning lead generator

What holds you back 3 things almost every coach does that keep

them from premium pricing

The Next Big Thing The new rules of business

Urgent Opportunity Or Danger What to do if you don’t want to lose clients

over Christmas

Pulling Back The Curtain Behind the scenes of a million dollar coach

Package Your Promise You want your prospects to see your conversion event and know ‘that’s exactly

what I need!’. To do that, we need to amp up your packaging power, and make

your conversion event look sexy and unmissable. First, decide on your brand &

bumper sticker. Next, describe the 3 biggest results people can get if they apply

your material. Finally, bullet out 3-5 bullets to intensify curiosity & desire.

The Bumper Sticker What’s the big idea, in 2-3 words. [Example: Big list. The 4-hour work week. Million dollar

coach. Book yourself solid]

The Promise Describe the 3 big benefits of your session in a subhead. [Example: Escape 9-5, live anywhere, and

join the new rich]

The Bullets Brainstorm 5 bullets that make your session a must. Intensify curiosity & desire.

The 5 Core Elements Of A High Converting Promo

Email Almost every promo email I write is built from 5 core elements. First, set the

stage, then amp the importance. Then offer the reveal, bullet the benefits, and

call them to action.

SUBJECT: [BIG BENEFIT SUBJECT]

[SET THE STAGE] — Attention and importance.

[First Name], have you ever heard that [common misconception or common

wisdom]? Are you fed up with [problem].

Last week, [something very relevant and important happened].

[AMP THE IMPORTANCE] — More importance, build tension.

It's more important than ever because [reason why this info or your

intepretation is so urgent].

You might be noticing it in you [whatever] too, with [example one, example

two].

[OFFER THE REVEAL] — Here’s how to know what to do about it.

This [day of week], Iʼm going to share the most important lessons you must

know to [have or do whatever they want to do] on a no-charge [session].

[BULLET THE BENEFITS] — Intensify curiosity and desire.

On this free [session], youʼll discover ...

* Big bullet point #1

* Big bullet point #2

* Big bullet point #3

[CALL TO ACTION] — Urgency, scarcity and clear instructions.

Register for the [teleseminar or webinar] quickly, because we have only

reserved [###] lines. To register, just click this link:

[LINK TO REGISTRATION PAGE]

[SIGNATURE]

P.S. [REMINDER OF BIG BENEFIT PLUS URGENCY]

Takeaways