In this first video, you will learn about the critical pieces that make up a high-converting webinar including the process, pages, and product.

In video 2, you will discover several reasons why your business needs a webinar and why you shouldn't just focus on always doing "selling" webinars.

In video 3, you will learn the 4 essential pages every webinar funnel must have, the most important elements for each, and a secret way to launch your course fast!

In video 4, you will discover the difference between a course and a webinar offer, how to properly stack the value, and how to make your offer irresistible.

In video 5, I share my secret presentation formula for consistently producing killer results.  Watch, swipe, and deploy for your next webinar and see your sales soar!

In video 6, I'll reveal how and when I set up my webinars and when to expire them (no false scarcity!) for maximum results.  Rinse and repeat every month to 6-figures/year.

Matt (00:00):

All right welcome back - video five.  Again, Matt Stefanik here and in this video, we're gonna be talking about how to create a webinar presentation that converts. This is the whole point. If you've done everything right, and you've got people on this is what's going to sell because this is your sales page, right? Okay. So, let's start off by restating the hook. Okay. The hook again is so critical because it should do two things. Most importantly, call out your audience, call out audience. Yeah. Your specific audience, and it should speak to some desired end result. Okay. Call out an audience, speak to some desired and result. Okay. Plus end result.

Let me give you an example of two different types that I've used for funnel builder, which is a Shopify app that we had developed several years ago that I no longer own or have anything to do with, the webinar that I created for this, the title hook for the webinar was “how to double your sales on Shopify.”

Matt (01:12):

Okay. And there's a subtitle that goes along this with this, and I'm gonna share that in a minute, but how to double your sales on Shopify. Now think about that. What does it do? Calls out an audience. Why? Because Shopify, if you don't have a Shopify store, this doesn't relate to you and it has nothing to do for you to do with you, which means it excludes you. So, we're specifically calling out people that have a Shopify store or are into learning about Shopify and, two is how to double your results. Okay.

Now the third thing that it should do, these two things, (fricking markers blow) should be really concise, right? This whole title should be as concise as possible. That means use as few words possible to convey the same thing. So think about what it is that the benefit that you want to talk about, or the result that was already gained by somebody and who it's for right at several times, whittle it down until you have the most concise way of saying this.

Matt (02:09):

All effective writing is just that - it's just conveying information in the fewest amount of words. Okay. That's what your hook should do. And this is the most important thing. So, the how to double your sales on Shopify, the two different types that we use is it's a hook and headline followed by a subtitle, or it's a headline that just stands alone. Okay. For this particular one, I wrote it in a way that had the hook. But then I went ahead and talked about basically the three things I was going to share on the webinar, in the subtitle. Okay. So, it went like this, how to double your sales on Shopify... even if you don't know what to sell, who to target and without spending a fortune on Facebook ads. Okay. Even if you don't know what to sell, who to target and without spending a fortune on Facebook ads.

Matt (02:59):

Now, why did I say these three things in particular? Because it speaks to the research that we did and the current objections that we believe people already had about Shopify. I don't know what to sell. I don't know what to, you know, who to target on Facebook. And I don't want to lose my ass with Facebook ads. I don't have a huge budget.

I know that these are already existing limiting beliefs or objections that people might have. And so, this is going to further pique interest. It's like, Oh, well, you know, you're addressing these things right off the bat. Okay. So headline followed by sub-headline. The other one is let's just write that down headline plus sub-headline okay. The other one is just a headline by itself. So here's another example, a client that I built a webinar for and a webinar funnel.

Matt (03:47):

He had a course on how to learn Quranic Arabic. Right? I don't know anything about Arabic language or the Muslim religion for that matter, but all things are the same. It doesn't matter what it is. They're all the same. And so, his was his current hook/angle was, you know, “Quranic Arabic made easy.”  Not bad, very concise. Yes. is it as powerful as it could be? Probably not because it doesn't necessarily speak to the end result. Okay. They don't want it easy. They want to learn and know Quranic Arabic. And so what I changed that to was, “What every Muslim should know about the Quran. Okay. That hook was pretty killer in my, in my estimation. I loved that hook because I didn't, again, I had to do a lot of research to figure out how to speak to an audience that I knew nothing about, but in the end, it's all the same type of psychological triggers.

Matt (04:40):

And so those are basically the two types you're going to have either a headline plus a sub headline that kind of elaborates on it - starts to speak to the three things that you're going to talk about. Or just a standalone headline. After that, you know, we had a video. Okay.

So back to the webinar presentation itself - hook, we're going to say the hook you were in the right place, if you are here to learn how to double your sales on Shopify, even if you don't know what to sell, who to target without spending a fortune on Facebook ads. Okay. Remind them of what this is all about. Okay. After the hook, we're going to start talking about our story. Now, one thing that I, that I have found from what Russell Brunson does, he's a brilliant marketer. I followed a lot of his stuff.

Matt (05:22):

I've been through some of his training. And he has outstanding results with webinars. Obviously, one thing that he does, but he doesn't actually teach is he just starts off the first 10, 15 minutes of the webinar with a story.  You don't even realize the webinar has started, but it has started. You just don't know it. No, he just starts talking. He starts telling his story about basically, you know, how he got to this point. You know, I used to be like this. I used to think, you know, it was like this. And you know, I started talking on stage and you know, I was doing it all wrong. I was scared to death to do this. And then I realized that this, and then I learned this and then so many somebody told me this, right.

And while he's weaving this story, you're leaning in, you're engaged because we all like to follow a story right. In the story though, is what's important. You start to build your know, like, and trust because it makes you relatable. Right? They see themselves in you. And if you can do it, they can do it. And what you also get to do is you seed in the proof of why you're qualified to be the one speaking to them and teaching them the information that they're here to learn. Right. Okay. So, after the hook, (let's get rid of this stuff).

Matt (06:34):

Where are we talking about our story? Okay. How long did it take you to get to where you are now? How much money did you spend to get to where you are now on courses, coaching, live events, masterminds, how much money did it cost you to get to this point? Right. what were the mistakes that you made? What did you do wrong? What did you learn? How were you able to apply that to what you're about to teach so that you can help them again? Remember take them from A  to E at least okay. After this story, you can say, okay, cool. Now the bold promise. If you take nothing away from this webinar and even if you don't take me up on the offer that I'm going to make you at the end of this webinar, you're still going to know exactly how to double your sales sales on Shopify or insert, whatever your big, bold promise is, which basically is your hook.

Matt (07:22):

Okay. You're going to learn how to do X, Y, and Z. Even if you don't take me up on the offer. So basically you're reminding them that this is the big takeaway. Even if they don't spend money with you, you're letting them know you're being transparent right up front. Yes. I am going to make you an offer. But you're going to like it. And even if you don't take it, you're going to get value in exchange for your time. And that's super important. That's all we have is our time. And so make it bold promise, bold promise. Okay.

The bold promise after which we're going to talk about are three things. Again, the reason why I did that the Shopify webinar with a sub-headline is it allowed me to go ahead and say the three things. So now my bullet points that were on the landing page, and also the three things I'm going to cover are the myths, the three myths about Shopify or e-commerce or whatever that is, you know, I don't know what to sell or finding things to sell that will sell products to sell that will sell easily without spending a bunch of money and waste so much time is hard.

Matt (08:25):

Okay. So this is a myth. The second one is, you know, I don't know anything about Facebook ads. How do I even target people? How do I even get people to my page to buy, okay, that's a myth. And the third one is Facebook ads are expensive. If you're not careful, you go to sleep and you wake up and you lost a bunch of money and you didn't even get the results that you wanted. So that's a fear that I have. It's a myth.

These are the currently held limiting beliefs in their minds. And if you can help them overcome these things, they're going to buy most likely they're going to buy because you're going to help break down these objections. And if you can do this in a story format, again, you started to talk about your story here. You're going to talk about how you used to be just like them.

Matt (09:08):

And it's like, I didn't know what I was doing. Obviously, none of us do when we just get started, but here's how I figured this out. You don't really need to do all this, you know, nonsense. You don't need to do what all these people are teaching. Here's all you need to do. And here's what I discovered. I started going on to this. I started going to the Amazon and I looked at the reviews and I see people complaining about something. And then it was like, Oh, that's, you know, I got to find a product that is like that, but also does this because I can see that they don't like it. So, you're telling a story, you're helping them overcome that. And you're like, wow. And at the same time, you're providing value and establishing your own value and proving to them that you have something of value and you can help them.

Matt (09:44):

You are proving and demonstrating that you are the Sherpa that can help get them from point A to point E over here or more. Right. But taking them up the path, same thing, two and three, right? So the three things we're going to create a story around what used to believe and why you believe differently now, okay. After your three things, we're going to talk about additional objections. Okay.

So, let's put these over here, additional objections, because obviously there's going to be more than three and it, the more that you can cover, the more people you're going to specifically speak to. And it's also going to demonstrate that you know, their pain, right. You know what it is that they're going through, or what's keeping them from getting the results that they want. So three things and you say, look, I know, I understand you might think you know, I don't know what to price my product at, or, you know, whatever you can add, that's going to compliment what you've already talked to them about.

Matt (10:43):

This is the time to do that. And after you do this, the way that you go from all the training and all the value that you're just giving and giving, and giving is to ask a question, I call this the transition question, transition question. And this question is very simple. Here's how you structure it. “If I were to show you how you could do this, this, and this without having to do this, would you be interested? Yes? Awesome. Introducing, introducing your product. Okay. And then as you announce your product, you start talking about what's contained in the product, right? This is the value stack. So for me here, it's all value stacking. Okay. Likes to spend money on something that is the same value as what it is the, the, the monetary value is. So if it's $5 in this hand, I don't want to buy something.

Matt (11:34):

That's that I feel is worth $5. Right? I want to buy, I want to leverage this cash and buy something of more value. And really the, the lone exception to this is essentially food, right? Sometimes you just can't find a coupon or, you know, you don't, can't buy something on sale, but you still need it. Right. You just buy it. You don't even think about it. It could be equal value. You typically don't like to spend money on something that is less value, right? You don't want to spend $5 on a $3 gallon of milk, right? Obviously. So we want to spend money on stuff that has a higher perceived value. Okay. And so that's the point of doing this? We're going to stack the value. So module one, you're going to learn this. That's a $297 value.  In module two, I'm going to show you, I'm going to walk you through how to do X, Y, and Z. That's also the $297 value. And the reason why I say that is if I were to take this, okay,

Matt (12:28):

This and package it up and put it in a course all by itself, I would sell it for $297. Okay. And then module three, I'm going to share with you how to do X, Y, and Z. And that's also a $297 value, but you're not going to just get the, the course, right. The course is already $997. We've already established that you can go buy it, or you're going to, we're going to be selling it later after the webinar. But you're also going to get bonuses.  Bonus number one, is this done for you template to include this in this, if I were to, if someone were to hire me to create this, I would do it for them for $997 just to create this one template because they could use it on every single time that they do, whatever it is that they're doing. So let's flip over here.

Matt (13:10):

Bonus number two is this, bonus number three. And then every time we're going to continue to go back. Not only you're going to get module one, it's $297 value module two is this module three. It says you're also going to get bonus number one and bonus number two, bonus number three. And you continue to just stack and second stack the value until total value is let's say $2,997. Okay. I think a rule of thumb is like three times the actual price point. It needs to be at least three times the total value stacked to what you're actually going to sell it for. So, if it's $800, let's make it $2,400 at least. Okay. And obviously the higher, the better, but you don't want to just add arbitrary, like that's a $10,000 value. Why is it a $10,000 value? People aren't stupid. Explain why it's a $10,000 value, but stack this as well as you can, to make sure that when you do drop the price, you can get it today for one payment of just $797. Okay. Then you're going to transition into your closes. More closes. You've already seated in some closes with your three things and your additional objections. But now we're going to talk about closes.  Closes are, you know, things that help move people from here from a state of lack of action to action.

Matt (14:28):

We need to get them off the fence and we need them to go by. Okay. And that's what closes are designed to do. There's several of them, Google closes. You'll find several of them that are used all the time. Or if you're on a lot of webinars, you're going to find that there's the same type of things that are said across multiple ones, because we all learn from each other. One of the best ones is if all this did, if all this did was allowed you to do X, Y, and Z, would it be worth it? Yes. If all this did was allowed you to sleep better at night, knowing you're no longer going to be pissing your money and time down the drain, trying to figure it all out yourself, would it be worth it? Yes. If all this did you know, it's, that's the question.

Matt (15:04):

That's the close. Do it three times. Get them to say yes. Then you owe it to yourself to do this, this and this right. Go sign up now. Okay. After you dropped the link, you're at, you're going to go and add. If you can add another bonus, this is like your best bonus ever, right? You've already dropped the link. You've already sacked the value. This is icing on the cake, so to speak right then FAQ plus more closes. And it's not uncommon to spend another hour. You might be at about an hour right here. Okay. One hour into it. Plus it's not uncommon to spend another hour, just ask answering questions. And you're going to get a lot of sales trickle in because it gives you the opportunity to continue to address other concerns that you may have missed, that you can then go back in and improve your webinar later.

Matt (15:55):

And add those in this is recon. Think of it as recon, even if you don't get the sale, right. What's you're going to do is get actual questions from people that are on your webinar that have you may not have thought of, you can put that in your webinar next time and it's going to help conversions. Okay. So there you go. That's the basic framework. I hope that helped you. And in the final video, we're gonna be talking about how to actually market your webinars so that you can start making that money honey.

See you then.

Click the button below to go to Video 6 in the Webinar Architect 6-Day Bootcamp

Matt Stefanik, aka "The Lifestyle Architect," is a marketing expert, consultant, speaker, and lifelong entrepreneur. He has spoken at various marketing events around the world including in Atlanta, Cozumel, Tokyo, Las Vegas, Montreal, and London.

In 2002, Matt dropped out of college, started his own real estate business, and 18 years later is still successfully self-employed.  Matt is a husband, father of three, serial entrepreneur, and lover of comedy, craft beer, and The Ohio State Buckeyes.

Click the button to go to Video 6 in the Webinar Architect 6-Day Bootcamp

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