68: The Power of the First 60 Seconds of Your Webinar - heyhaley.com

68: The Power of the First 60 Seconds of Your Webinar

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I help entrepreneurs use sales psychology to create consistent, evergreen 10k+ months with a course or membership site. Ditch live launching, expensive Facebook ads and slow growth.

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IN THIS EPISODE I CHAT WITH YOU OVER

Ever wonder why your webinar isn't converting? One of the main reasons may be that you aren't utilizing the power of the first 60 seconds. The first 60 seconds of your webinar are crucial to conversion, and ensuring that you maximize its potential are critical for your webinar's success.

[1:20] The top webinar mistakes that people make in the first 60 seconds

[04:05]  Why you don't want to create an agenda in the first 60 seconds of your webinar 

[06:00] How to format your slides to convert

[08:33] Why you do not need a hero's journey in your webinar

[14:20] Don't treat your webinar like a checkbox

CHECK OUT THIS EPISODE FULLY TRANSCRIBED

[Click Here for RAW, Unedited Transcript:

The power of the first 60 seconds of your webinar.

This is huge. And so many people tend to make this a little bit of a book man experience, but you can

really leverage the power. And this is honestly, there's a lot of sticky power to this, right, because

they've signed. Okay. So what have they done up until this point? Right? They have been on your

registration page, which means they senior webinar title and usually webinar titles are kind of result

oriented or kind of talking about, uh, or desire oriented. So let's, let's use an example. I'm trying to think

of one off the top of my head.

Okay. Well, let's just use my webinar. I can't think of one off the top of my head. So I was gonna use my

TSL on, but that's so old. I haven't done that one in forever. So let's talk about, okay. How to automate

the marketing of your course or membership site. That is my webinar title, right? That that's our current

webinar that's out right now. So the first 60 seconds, this is what a lot of people do. Number one, they

tell their story, they start telling their story. At least number two, they kind of state an agenda, right?

They have like a syllabus almost for like, this is what we're going to go over. Number three, they do like

housekeeping things like turn off your phone. Um, number four, another one is a, this is for you, or this

is not for you if right.

And, uh, I think that that about covers it. That's what I see a lot of people putting in their first 60

seconds of your webinar. And I don't know if you've seen this or not, and you might have a different,

you might have another added thing to my list of what you've seen. And I want to go over why all of that

is terrible strategy. Okay. I just want to like poke holes in all of it. And then we can just have a fun

conversation about it together and let's, let's do it. So, number one, when people up until this point,

let's say, let's say you, I'm gonna, I'm going to take, I'm gonna use you as an example. Okay. You have

landed on my registration page and you have seen the title, how to automate the marketing of your

course or membership site. And you're thinking what, Oh my gosh, yes.

I don't want to live launch. I don't want to be stuck in this live launch cycle. I want to automate my

marketing, but I don't know how, I don't know the pieces. Um, I don't know how I'm gonna get traffic, all

the questions that you have. And I'm saying that I'm going to answer all these in the training, right? With

that title. So you're going to put your name and email address and you're going to push, sign me up. And

then you're going to get immediate access to watch the webinar. Right? And so on this page, you have

said, I want to learn how to automate marketing. This is important because people forget this. I am so

surprised how many people forget their title? The reason they signed up in the first place was the

webinar title. Not to listen to your story, not to listen to how ex expert you are, your credentials, right?

They didn't listen. They didn't sign up because they wanted you to go off on a tangent about something

that's unrelated. They signed up because they want to know how to automate their marketing. So what

is my job as a leader, as an educator to provide to you what you showed up for and quiz, number one,

what do I need to do? Like, well that my webinar, at the very end, you can apply for recurring profit. So,

but most, most programs you can just immediately pay. But for us, we like to gain our community pretty

heavily. So that's just where the way I do it, but you have to sell on the backend because you're a

business. End of story. Right? And the people that just expect free content, now they expect valuable

free content. And you should be giving that to them. You should be giving them valuable content, but

they just expect you to create free content with them and not have a paid offer at the end.

You don't want those people anyways. If they expect you to just be a content creator without being an

entrepreneur, those two go hand in hand. So screw those people. But what you want to do is you want

to make sure that the people like if people are upset because they're leaving without value, that's a

whole other beast because you did promise them value. You did promise them the webinar title. Okay.

Let's get into all the different things that people put in their 60 seconds. Now I'm gonna, I'm gonna start,

I'm gonna start with syllabus. That's an easy one because I'm probably gonna go on a rant on this whole

story thing. So, okay. Syllabus. I hear a lot of people put an agenda on their webinar. Like first we're

going to do this. And then I want to go over this with you. And then we're going to go over this.

Then I'm going to say this. And I'm so excited to go through this whole thing with you. Don't do that. Oh

my gosh. First of all, just a waste of your breath because no one wants to hear an agenda. All they want

to do is they want to know the webinar title. That's all they want. There is a way more efficient, effective

way. And I teach us in our P which is your webinar title slide. And immediately after that, you have a

sticky statement. That sticky statement tells them everything you need to know. You go over it in like

literally three to five seconds. And you're good. That is all they need to know to stick for the rest of the

webinars. So you don't have to do an agenda, just delete that out of your webinar. And also it puts off

like a boring vibe kind of, you know, like whenever you're in a, I don't know if you guys are wherever in a

college class, but I know when I was in college, um, cause I feel like they're all online now or whatever,

but whenever you're in college and you're sitting in a class and they're like, this is the agenda and the

syllabus for the class and it's so boring.

And it's like this really gross presentation vibe. Don't give off that vibe. They're going to lose interest

quick cause you can be boring. Okay. The next thing is, don't make your first few slides generic. So

there's different ways that people do this in webinars. Um, the, this is for you if like the slides that

basically say is this, are you in the right place? Um, there's different ways of wording this, but anyways,

then they just put specific things about that person to make sure this is for you. If, for, um, or to me

anyways, to make sure they're in the right place. So here's some phrases that I've seen. You're

overwhelmed with client work. Okay. You're frustrated with your business results, just really generic

phrases. That's, that's basically it. So what I put on my specific slides where I said, you're tired of losing

money to ads, as soon as it lands in your bank account, do you see how specific that is?

Instead of me saying, you're frustrated with ad spend, because I could say that, right? But that, that

basically is forcing them to burn brain calories, to understand what I'm specifically telling them what,

instead I'm going to do all that heavy work for them. So their brain can immediately comprehend and

it's not going to exhaust their brain because I don't want their brain to be spending time getting

exhausted, trying to understand what I'm saying. What I want their brain to do is be engaged with me

and connect with me and have a conversation with me as I'm going through this training with them.

That's what I want their brain to be spending energy on. So, and I do that by getting super specific,

which again, my example was you don't want to spend money on bait or the second you spend money

on Facebook ads. You're losing it when it comes in your bank account.

Or however I said that before, but that's a specific example. And also where do I pull those things? I pull

those things from my people, from my audience. So keep that in mind, like you shouldn't just be

creating these out of thin air. If you do like, do you, for sure know that that's what's on their mind. You

should be BFF level status with your people. Otherwise you're going to be saying the wrong things and

it's not going to land well. So that's number two is make sure you have zero generic language because

the second you put something generic or something that it doesn't immediately make sense and it's not

specific or tangible, they're going to tune out and leave. Um, and people just get bored quickly. So

specific keeps people engaged. Okay. And here's the last thing I wanted to bring up. And this was the

one that I knew I was going to get on a little bit of a rant on, but it's the story.

Okay. We have all heard the hero's journey. Hero's journey is super popular in our industry. Everyone

puts their own version of hero's journey in, in their webinar. And here's what I think like when I first

started RP, I had what was called the 62nd story art where you had 30 to 60 seconds to tell your story.

And here's what I, and then I started testing things out this past year of webinars without a story. And

I've tested five to six webinars, spin ads. I put a lot of resources into it to just do testing and it converted

better because I really thought about why are people putting their story in the webinar in the first

place? And I started listening to other people and their reasoning and the number one answer was to

build trust because what did people tell you? You ha they have to trust you in order to buy, which yes is

true.

But I also tell people differently in our P is there's actually three things that create the click and the click

is what creates the buy and trust in you as only one of those things, people forget about the other two,

but I just have so many opinions on this. I know. And I'm, I'm going in multiple directions here. I'm going

to try to stay focused. I just want to tell you everything I want to chat about at all, but let's stick with

stories. So with your story, the reason why people say that again, like I said is trust, but there's way

better ways to build trust with those people that are watching your webinar way better ways, especially

within the first 60 seconds, five minutes, 10 minutes of your webinar. What I realized is people don't

want to hear my story. They want to hear the solution to their problem.

And if you are addressing their solution, the solution to their problem within the first 60 seconds, they're

going to lose interest. And so whenever and so many webinars start this way is they introduce our

webinar title. They do their told checklist thing. And um, this is for you, if whatever slides, then they go

into their story. Typically, that's what I see a lot of webinars do. And guess what? It works. Yes. It works

for a live warm audience. Okay. So yes it does. And I, I don't want to discredit because people are gonna

say, well, I have a story in my webinar and it works. And typically you do see that, but who is the traffic

who are the leads that are coming in, I'm going to say most likely they're from your social media, from

your email list, from people that already know you are from people that you've warmed up there.

It's not a straight up cold audience. And so what I specialize in is creating webinars that convert to

anyone, convert to people that have never met you before. And when you're trying to convert to people

that have never met you before, you have to have a different strategy because a live person is or alive,

warm person is going to convert because of you. And, but here's the thing that's not scalable. I mean,

yes, it is scalable, but a scalable on such a slow rate, because then you have to build your audience. Like

your audience size is what impacts your revenue. It's not, um, just the amount of leads that are coming

in from cold traffic. And I hope this was all making sense. Basically the story is not the best way to build

trust in your webinar. The best way to build trust is by doing a really, really good job of telling them

what the solution to their problem actually is and educating them on a high level.

And if you do need an example of this, um, go to, Hey, haley.com/automate, and then you can go sign

up for the how to automate the marketing of your course or membership site. Now, I just want to say,

this is not the exact format I teach in recurring profit. I get asked that question a lot, um, because that is

a webinar that is not meant for selling a course or a membership site. So I just want to put that, um,

front and center. We, I have had people that try to copy that and it fell flat and didn't work, but it's

working for us. There is a reason for that. I do not teach that method inside of my program, recurring

profit, because it is tailored for selling a course or a membership site to get to seven figures. Whereas

my current webinar is not following up format because I'm not selling a course or a membership site,

right.

I'm selling a very high touch program that helps you customize homework assignments. Like it is such a

different type of program because I'm, I'm in the business of like getting people results, not having just

them DIY, there is no bad or wrong way. It's like I've done the DIY thing. It's just, I wanted a different

kind of business model. I just want to make sure that's very, very clear, but I do think it is a good

example for how to show value without me giving away my entire program. Because I obviously cannot

tell you my entire program. I don't have a 20 hour webinar I can share with you. Um, would you be

awesome? Like I just don't have that and you are going to miss all the steps, but I also want you to go

through and know all the pieces you need to automate with your marketing.

I want you to go through and I want you to know how, like, where is the traffic actually coming from?

How are you getting up to 10 K months? What does that look like? Right. All those different things. And I

want to break that down so you can still see that. So you leave away mind blown instead of leaving

going that wasn't actually helpful. And I think a lot of webinars are not an, this is, this is not about this

first 60 seconds anymore, but this is what drives me crazy about webinars. Okay. I will say this is because

people are selling the concept of a webinar, fixing your problems. Instead of selling a webinar that is

tailored to the person that is viewing it as the thing that's going to fix your problems, right? There is one

layer deep to this. It is not just having a webinar is not going to cure yourselves period.

End of story. I see this every freaking day. If you treat creating a webinar, like a checkbox in your

marketing tool, toolkit, sorry, it's not going to convert just because, so like there's so many people that

have a webinar, right? But not everyone has a webinar that converts, there is a reason for that. A very

specific reason because people number w why don't they convert? Number one, people that treat it like

a check box, get results as if they treat it like a check box, right? Because they're just trying to get it

done, get it over with rip off the bandaid, get the webinar done so that they feel good. And they have a

webinar for their business. They're not even thinking about the person that's going to be viewing this

webinar at all. Big mistake. Okay. And number two, they're building a webinar that converts to a warm

audience that converts to people that already follow them, but it won't convert to people that have

never met them before.

And that's mistake. Number two, I see with building webinars is you, your it's not a scalable webinar. A

scalable webinar would convert to anyone no matter what traffic source came in, it would pump out

cells in the backend. That's what you're really wanting. That's the type of webinar you want to build. Not

just any webinar is going to cure whatever sells or marketing problem you're experiencing. It's, it's so

much more than that. It's about building an automated sales machine that creates an amazing

experience for the person going through it, not just having every part plugged into the right place,

because it might not convert. And that's something to think about when you're building this out. Okay. I

know that wasn't, again, that wasn't a part of the first 60 seconds of your webinar. That was a little bit

about webinars as a whole and providing education.

But I do want to mention that because I think it's important. Okay. That is my three things on the power

of the first 60 seconds of your webinar. I hope this was helpful if you're building a webinar right now, or

you're thinking about building a webinar in the future. Um, I hope you're able to take all of this and

really just put it into your subconscious and just let it sit there for a bit, because I think there needs to be

better webinars out there in the world. And I think there's a lot of great webinars out there right now,

but I think we can really elevate the experience of people watching webinars. If we think about the

viewer first, create a really awesome engaging experience and make it very result oriented instead of

the webinar, being all about us and our story and our expertise, or it being all about just giving them

enough to where the Hey buy at the end, because that's not a good tactic either.

Right? Like tell them step one, but don't tell them step two and three, and then they'll buy step two and

three. I hate that tactic too. It's so gross. So anyways, I'm glad we got to chat about this today. If you're

at all interested in building a webinar inside of the program, recurring profit, um, please just go to, Hey,

haley.com/automate. I would give you the application link, but I would much rather you watch that

training first again. It's Hey, haley.com/automate. And then from there you can see how I teach

marketing automation and make sure that's the approach you want to take. If that's the approach you

want to take great, then go ahead and apply for recurring profit. The program from there, you'll basically

potentially, if your application is approved, have the option to get on a call and it's called a seven figure

action plan call.

So those calls basically break down your entire revenue goal on a timeline and break it down. Step-bystep

on how you can actually use the program to achieve that revenue goal. So you're coming into the

program with a complete action plan and our people will tell you if you're not the best fit right now and

tell you what you can improve on and what you can do in the future to be a good fit for recurring profit

in the future. So we are here to take care of you wherever you're at right now. That is my goal. That is

my goal. I care for you. My entire team cares for you so deeply. We want to see you successful no

matter what that looks like in your eyes. Okay? I hope you have a fantastic day. I'm so glad we got to

chat on this episode and I will see you on the next one.

If you are a course creator who wants to automate their marketing so they can avoid live launching for

good and not have to depend on expensive Facebook ads for leads. This is for you go to

haley.com/automate. And on that page, you're going to have two options for you. Option one, you're a

course creator with just an idea, and you want to create profit fast. You want those first few students,

and even if you don't have content yet, and then there's option two, you're a course creator who

already has their program built, and you want to scale to your first 1 million, go to haley.com/automate.

And I want you to choose the best option that fits where you're at right now. So I can send you a

customized training on how to automate the marketing of your course or membership site without

losing connection to your people. Let's ditch slow growth together and create the reality you want.

[inaudible].

LINKS MENTIONED IN THIS EPISODE

+ @haleyburkhead on Instagram

+ marketing automation training for course creators

+ heyhaley.com/spreadsheet

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How to automate the marketing of your course or membership site

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