Best Practices for Creating the Content

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Equipped with a content outline (which we created in the previous lesson), we're ready to get started with creating the actual content.

In this lesson, we'll do a quick review of some of the best practices that you'll want to follow!

No matter the topic or approach, here are the crucial things you'll want to get right:

Communicate your Big Promise early.

Early in your presentation, you need to establish a sense of necessity with your audience. In other words, you want to make sure that your attendees understand the value they'll get by tuning in, and desire that value.

Establish a commitment.

In addition to communicating the core value, you'll want to ask your attendees to make a commitment of their time and offer their full attention. Without being forceful, you can have them buy-in by outlining the value exchange for them (their time/attention for the valuable insights you've prepared), all the while building further trust and rapport.

Choose the right content and don't overwhelm.

Sometimes, you can find yourself in a spot where you've included too much content, causing the key takeaways to become muddled within all of the noise. It's good to keep the focus on the key takeaways, and the points that truly lend support to those key takeaways—anything else might distract from your message.

Ensure you actually have a desirable offer.

For an offer to work, it needs to fit with the needs and desires of your customer avatar (which is why we stress this part of the process so much). It needs to be something that your audience sees as a "need to have", not just a "nice to have". Remember, people want the benefits that your product/service offers, not the features.

It also needs to make sense to your Attendees. Every offer should be easy to understand, easy to use, and easy to buy.

Create and think through a retention strategy.

Without a retention strategy, attendees will drop off and you'll lose their attention as the presentation progresses.

Take moments throughout the webinar (both at the beginning, but also throughout the presentation) to let people know exactly what they'll get from the webinar, including any exclusive offers/bonuses.

Continue with the presentation after the offer is made.

Don’t just wrap up the event immediately after making the offer—instead, this is an opportune moment to engage with your audience and build further excitement.

Things like:

  • thanking those that are acting on the offer (if you have access to a live feed) furthering real-time social proof
  • sharing future plans for those that buy-in to your product/service to build further excitement
  • engaging with attendee questions in a strategic Q&A to overcome objections

These are all best practices to keep in mind as you create the content for your presentation!

Run engaging webinars that deliver results.