Netflix MUST keep you hooked.
Their $25 billion in revenue depends on it.
That’s why when new show catches your eye, Netflix goes ahead and starts playing it for you.
Before you know it you’re 20 minutes into an episode.
Because Netflix knows that as soon as you’re on the merry-go-round, you’re not getting off.
I had to turn off autoplay because of how effectively they turn “just 1 episode” into “how am I already on Season 5?”
Netflix spends $5+ billion a year on original content so you always have something new to watch.
But no matter how deep their pockets, they’ll never be as relevant and important as you are to your clients’ lives.
However, there’s a caveat.
Because that statement is only true if you do it right.
There are a series of wins you need to stack up to have a webinar that converts.
There are the obvious wins you need:
- Getting someone to register
- Getting them to show up
- Getting them to buy your offer
And then there are smaller “micro wins” in between too.
Most people overlook these.
And a win that often gets overlooked is getting someone to stick around.
The first 2-3 minutes of your webinar are absolutely crucial.
And there are two big mistakes I see when I review webinars:
- Going straight into the content after starting the webinar
- Going straight into your bio or housekeeping at the start of the webinar
Do NOT launch straight into the content.
It’s tempting, I know. You just want to deliver the goods.
The problem is, it’s not enough.
You have to ‘sell’ them on sticking around.
Just because someone shows up to your webinar (or starts starts watching your video, watching your live, etc) doesn’t mean you’ve won their attention.
You have to KEEP winning.
Just like Netflix starts playing a teaser trailer when you linger over a title, you give a teaser of your webinar that pulls them in and keeps them watching.
In those first few minutes, you have to PROVE to your attendees why this is worth their time.
Most importantly: You have to show them why your webinar is the Single Most Important Thing in their life right now.
- Why does it matter to them that they stick around?
- What are the benefits? What are the outcomes?
- How could this change the trajectory of their life?
The more compelling case you make, the more ‘hooked’ they’ll be.
So how do you do that?
It doesn’t have to be complicated or long-winded.
Here’s a simple framework you can use:
“Today I’m going to show you how you can (AVOID PAIN) and (MOVE TOWARDS SOLUTION).
Because here’s the truth. If you want to have (DREAM OUTCOME), then discovering how (TOPIC OF WEBINAR) is the single most important thing you need to learn how to do right now.
Because if you don’t understand (TOPIC), nothing else matters.”
Obviously, tweak the language to fit your brand.
But that’s the gist.
By the way, this also applies to your videos, emails, etc.
For example: I rewrote the beginning of this article 4 times to make it more engaging.
Optimizing your marketing is all about stacking up wins like this.
Each win leading to the next. Domino after domino. Until the sale is made and you get to delight your customers.
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