A free webinar can be exactly the sales tool you need to persuade your target audience to purchase your course and buy into your brand.
With the right webinar outline template, you can plan your webinar to move your audience seamlessly towards making a purchase.
Sign up for our Free Webinar Sales Funnel course to learn exactly how to use webinars to market your business.
Why create a webinar strategy
If you want to convert your audience into paying customers, hosting a free webinar is a really effective way to move them through your sales funnel.
To be successful, you need to be strategic about what your webinar contains and how you present your business. That means writing a clear, cohesive webinar outline that will help you guide your viewers towards making a purchase.
Webinar outline essentials
Give a steady flow of information
When you’re planning your webinar outline, it’s essential to include valuable information at regular intervals throughout your webinar.
Your audience needs to feel like they are gaining useful knowledge by attending. If at any point they lose that feeling, they’ll stop watching and close the window.
By writing a webinar strategy and outline, you can ensure that you are giving your audience something of value from start to finish. This makes it more likely that they’ll stick around until the end – which is where they’ll get to hear your offer.
Outline your offer strategically
As well as giving you the chance to plan your webinar strategically, a webinar outline also lets you consider when and how you will present your offer.
When you’re selling something in this format, you need to be considered in how you approach your sales pitch. If you start selling too hard too fast, you’ll lose your audience. The trick to keeping them interested is to frame your offer in a way that adds value for them.
Download your webinar outline template
Get your hands on our tried and trusted webinar outline template. This includes a step-by-step guide to writing your webinar outline and a worksheet to make the process super straightforward. Get the free webinar outline template here:
Using the webinar outline template
The webinar outline template breaks webinar planning down into 12 components.
Each of these sections is important for creating a webinar that is compelling for your audience.
Read on to find out how to use the webinar outline template and top tips to remember.
1. Hook them with numbers
First things first, your free webinar needs an introduction. Enter step 1 of this webinar outline template: hook your audience with numbers.
If you can begin your webinar with gripping statistics and market data on your topic, you can grab your audience’s attention from the second you start talking.
By introducing real stats and figures to your webinar introduction, you set the tone for the rest of the webinar to come. This primes your audience for the offer you’ll reveal later on…
With the right data, you can motivate your audience to take action by outlining the transformation they can achieve with your product.
Here are some good examples of data that really works:
- Your personal success from following your own methodology
- The success of a previous course attendee
- The market size of the industry
- How taking action could set them apart from their competitors and peers
- The consequences of not taking action
For a step-by-step guide to writing your webinar introduction, download our free webinar outline template here:
2. Qualify your audience
With this webinar outline template, you’re encouraged to clarify your audience early on. That means helping your target audience to subconsciously identify that your webinar is right for them.
Here are some ways to define your audience:
- Outline who the webinar is for
- Their common frustrations or struggles
- Their desired transformation
- What topics you’ll be covering
This is the time to focus on your target audience for your webinar and think about who can benefit most from your offer.
In this part of the webinar outline template, it’s really important to talk about your audience in terms that they’ll understand and identify with. Make sure you keep your language simple and if possible, borrow phrases and trigger words from your audience research.
Learn more about how to do audience research here: How To Define Your Target Audience (+Templates & Workbooks)
3. Share your story
Another important step in your webinar outline is to share your story with your audience.
This is a crucial section of the webinar outline template as it helps to establish trust and credibility with your attendees.
Share your own personal journey and the struggles you’ve gone through to get where you are now.
To do that, try answering these questions:
- What challenges have you faced?
- How did you find the solutions?
- How did this journey inform your business?
This is your “why” – why you decided to set up your business and who you want to help.
By telling your story and revealing your “why”, you can encourage your audience to buy into your brand. At the same time, your personal story will set you apart from others in your industry. It is unique and personal to you and this is what customers will connect with.
4. Provide social proof
Thanks to the way the human brain works, there’s a sure way to establish yourself as an authority in your field – social proof!
Using social proof like testimonials, case studies and brand logos can give your brand instant credibility and build trust with your audience.
People want to know that other people have used and liked your offer. If you can provide social proof, you can demonstrate your authority.
Social proof is a key component in this webinar outline template as it gives you the opportunity to introduce success stories of people you’ve helped in the past. At this point, identify the case studies and testimonials that you’ll use during your webinar, as well as any awards and call-outs you’ve received for your work.
Note – If you don’t have any social proof yet, this is a sign that it’s too early for you to set up a free webinar like this. Instead of continuing with this webinar outline template, spend some time testing your content first and bookmark this page to come back to it later.
5. Cover the highlights
The next step in Neil’s webinar outline template is to select some of the core elements of your methodology.
You’ve outlined your story and shown social proof to back up your authority, now you want to give your audience a glimpse at the value of what you have to offer.
Remember – you’re not trying to give your whole course away for free! Think of this like a teaser trailer. It’s a brief look at what’s in store for your viewers if they make a purchase.
So for example, if you teach a 10-step method in your course, you’re going to want to share a maximum of 3 concepts during your free webinar. Pick the 3 most valuable to wow your audience and make them hungry for more.
For a step-by-step guide to writing your course highlights, download the free webinar outline template:
6. Introduce your offer
After introducing your core concepts, it’s now time to reveal your offer.
The webinar outline template is structured in this way to move your audience seamlessly towards your offer. Up to this point, you’ve been laying the foundation for your sales pitch.
This is the section where you want to introduce what’s in store for your audience if they make a purchase.
Make sure that you cover these 3 points:
- What does the course include?
- What are the benefits of your offer?
- What will students walk away with?
It can be really effective to frame your offer in terms of what students will gain from taking the course versus the consequences of not taking the course. Go back to your target audience’s pain points and struggles and write with those things in mind.
7. Give a product walkthrough
Next you need to back up your introduction to your offer by giving your webinar attendees a walkthrough of your product.
This is a really beneficial step in the webinar outline template as it helps to remove any fear or uncertainty from your audience’s mind.
By providing them with screenshots or a live walkthrough of your product, you can show them exactly what they will receive after making a purchase.
Pick out 2-3 parts of your product to reveal to your audience in this section of your webinar. You can also give them a look at additional resources that you’ll be offering once they sign-up.
8. Break down your offer’s value
Your webinar should then lead naturally into expanding on the value of your offer.
You’ve picked out the highlights, done a brief walk through, now before you tell your audience the price of your product, go into more detail on the value of what your course contains.
This part of the webinar outline template involves listing out the individual components of your product and an estimated monetary value for every item.
By breaking down every section of your course and giving it a concrete value, you can spell out to your audience the value that they’re getting.
The idea is that the combined components will cost significantly more than the cost of the course. Then when you reveal the price, it’ll seem like a bargain!
To find out how to breakdown the value of your product, get the free webinar outline template here:
9. Introduce price & bonuses
Now for the most important step in this webinar outline template – it’s time to introduce the price of your product!
Pay attention here because this is important…
This is your first closing sales pitch.
At this stage, you want to introduce the price of your offer along with the value breakdown and a Call-To-Action (CTA) for a time-limited offer.
Your CTA can either be:
- Schedule a consultative call with you
- Sign-up for a free trial
- Visit your sales page
- Go to your checkout page
A crucial part of this webinar outline template is to create a sense of urgency when you introduce the price of your offer. You can either offer your product at a discounted price or with special bonus features included. Either way, you want to make viewers feel like they’re getting a special deal.
Make the most of the anticipation you have built with your webinar and convert as many people as possible before your webinar comes to an end.
10. Opaque conditioning
If you’ve ever made an online purchase, you’ll know that not every checkout process is simple. This section of the webinar outline template is all about removing any unknowns for your audience when it comes to making a purchase.
Here you’ll walk your audience through the process of purchasing your course using screenshots of every stage of the process.
Alternatively, you can share your screen and show them how to complete the process in real-time.
Write out the exact steps of your checkout process to complete this section of the webinar outline template and then move onto step 11.
11. Call-To-Action (CTA)
When you’re planning your webinar, you need to pin down exactly what your Call-To-Action will be.
Write out the wording for your CTA and refine it. What phrase will you use to make people take action?
Here are some examples of CTAs you can use:
- Schedule your free consultation now
- Claim your discount and save …%
- Get your free trial
Again, your CTA needs to create a sense of urgency. You can make it more effective by using “you”, “your” or “my” to make your CTA more personal. Try to think of 10-15 different CTAs and then select the best of the bunch.
Now you need to give your audience some time to process what you’ve told them and take advantage of your offer.
You can use the last 10 minutes of your webinar to answer any questions your audience has or go over FAQs if you’re pre-recording your webinar.
To keep your offer in the front of your audience’s minds, include a countdown timer on your screen to create a sense of urgency. You want your attendees to commit to a purchase before the webinar ends.
This step in the webinar outline template lets you write down the FAQs that you’ll use in the final section of your webinar.
Use this webinar outline template to improve your offering
If you want to increase conversions for your course, a free webinar is a really effective tool to hook your audience and encourage them to make a purchase. With this webinar outline template, you can plan every step of your webinar to make your sales pitch smooth and super slick.
Sign up for our Free Webinar Sales Funnel course for everything you need to know on using webinars to market your business.