Why your webinar isn't converting

Have you noticed your webinar or live presentation is no longer converting?

Maybe your sales have plateaued or dropped recently. 

The strategies you used to use no longer work and it's time to try a different strategy. 

By the time you finish listening you'll know:

• Why it's not just your messaging and offer that effects your conversions
• How applying 'invisible language' can easily connect to your audience
• Why you should stop selling from logic and start selling from emotion

LINKS MENTIONED:
Want to work together on your next presentation or talk? Schedule a call with me and we can discuss working 1:1 so we can build that personal connection with your audience and increase your conversions.
Book a call here: https://www.katherinebeck.com/call

LEARN MORE FROM KATHERINE BECK:

WEBSITE | INSTAGRAM | FACEBOOK | YOUTUBE | TIK TOK

SUBSCRIBE & REVIEW

Thanks for listening and see you next time on The Voice of you Brand Podcast. Make sure to subscribe so you are the first to know when a new episode airs AND to get VIP access to behind the scenes content that's reserved only to our subscribers.

When you leave us a 5 Star Review you may even get featured as our start listener of the week and get a special shout out on the show.

All you need to do is click here to review. Choose 'Ratings and Reviews' and then 'Write a Review'. Let me know what you loved about this episode! Your reviews help other listeners find this show and it's always great to hear from you. 

SHOW TRANSCRIPTYou're listening to the voice of your brand's Podcast, episode 20. In today's episode, I'm sharing with you why your webinar isn't converting that's coming up next. Ready to go behind the scenes and learn what it really takes to stand out as the voice of your brand. I'm Catherine back, voice actor and voice coach. And after 20 years of being the voice of other brands, I'm here to show you how your voice is your most powerful tool to creating the impact, influence and income you desire. The world is your global stage. So get ready to uplevel your voice and your personal brand. This is the voice of your brand podcast. Before we jump into today's episode, I have a very, very special announcement to share with all of you after many requests, I have listened and I am opening up the doors to podcasting production and management services. We have an amazing editor on board and our focus with production and management for your podcast is all about delivering high quality podcasts that attract and engage your listeners so that you can be known as the voice of authority in your business and start increasing those sales through your podcast. So if you want to take your podcast from ordinary to extraordinary, then jump on board, check out all the details. For more info and to apply to work with us, you can do so at Katherine beck.com forward slash podcast, dash services. I'm going to link that up in the show notes for you. So make sure to check it out. And we'll book a call together and we'll have a little conversation and see if we're a good fit. So this is for anyone who has an existing podcast already or you're looking to launch a new podcast, we're going to be there to support you every step of the way. And if you've got any questions, feel free to drop me a DM on Instagram at Katherine underscore Beck underscore. Alright, let's get into it. Let's get into today's episode, which is all about webinars. But when I say webinars, I'm really talking about any sort of presentation live or automated. So you know, it could be anything from a challenge to a video series to a three part live event, anything to where at the end of your talk, you're transitioning to an offer. Now what I've noticed over the past year as the lockdowns have lifted and people are getting back into the hustle and daily grind and the talk of recession Well, there's a vast majority of online business owners I've noticed and observed. And I've heard the talk around town that are finding it harder to convert, raise your hand if you find that as well. Look, part of the reason is, is the industry is now saturated. There's a lot more online businesses, but it's also the fact that people aren't online as much as they were before they're out. And they're doing things. And obviously when times are tough, and people can afford to buy your products or programs services, it gets much more challenging to convert. But if we're looking at it from the same perspective that we always have, maybe it's time to evolve, or pivot or shift or transition into a different strategy. And that's what we're going to talk about in today's episode. Now for me personally, I noticed this shift quite a bit with my audience of actors, I work with a lot of actors, they were so keen to study online during that lockdown period, but the moment they could get back into a live training class acting class or whatever the idea that desire the attraction to learn online faded, and they were busier than ever, and less committed to learn this skill that I was teaching. So for me, as an online business owner, I realized that my messaging needed to evolve to the current times. That meant my offer needed to evolve to that is what I often see with most people as you'll go straight to the messaging straight to the offer or some other new strategy for launching. So maybe you were doing a challenge and go, Oh, maybe it's a challenge. Maybe I should do a webinar instead. So we start pivoting and shifting instead of thinking a little bit differently. And that's what I'm going to share with you today. So let's talk about those other key factors that do come into play and could be affecting your lack of conversion. So if your conversions have just sort of been stagnant, like they're staying the same, maybe they're like plateaued on the same amount every single time you launch, or, gosh, maybe they've gone down and you're not getting the sales that you got before, I want to share with you my take on it my perspective. And let's see if this helps you out, try it on your next launch, try it on your next presentation and see what happens. And make sure to DM me and let me know if you find success. And when I'm sharing with you today, please let me know, because this is what my theory is, this is what I do. This is what I love to teach. And I really want to help support you in getting more conversions. So here's what I notice is that most of us jump straight to logic straight to strategy straight to the numbers to make our next move when something goes wrong or doesn't go to plan. And I agree with looking at the numbers, I agree, it's great to do a debrief of your last launch and track those numbers and see what worked and what didn't work. But here's one thing that a lot of us aren't tracking. And it's a little bit hard to track, but you can track it. And this is what I want to share with you. We're looking at a lot of times the messaging which is the verbal language that we're sharing, when we launch when we present, but we also need to be looking at the invisible language, and the connection that we have with our audience during the live or automated presentation. And that potentially could be the thing, the invisible thing, the underlying thing that's holding you back from more conversions. What we have to remember, and you've maybe heard this in the past, if you haven't listen up is that people do not buy from logic or strategy that helps them in understanding why your offer might be right for them, and why they should choose your offer and go forward with it. But ultimately, the decision goes down to emotion to feeling people buy from people they buy from that connection. And that connection comes from a deep feeling or emotion that draws the two of you together relatability and understanding that you are their person that you think like that you are the expert, and you are the one the one that's going to help them to make that transformation that they have wanted to achieve for so long. This is a bit but instantly increases your conversions. And this is the thing that so many people don't know or don't even consider, because they don't realize how much it actually affects the outcome. Now you might be thinking really why? Why is that? Well, one reason is because when we're talking about people buy from people from that connection, when you are becoming relatable, and connecting with them on this deeper, more personal level, you are exerting a level of authenticity, and even vulnerability to your audience. Because what in a sense is happening is you are removing that invisible barrier or wall that is between you and your potential client, or customer. And when you let that wall down, I think why a lot of people struggled to do this and keep that wall up or keep your guard up is based on fear, right? Fear that comes up when we let that guard down fear of judgment, self doubt, fear of getting hurt in some way. So we keep that wall up so that we don't get hurt. And I think this is where we have perhaps some confusion, or uncertainty is letting that wall down. And having a bit of vulnerability does not mean you need to expose all of you does not mean you need to expose your deepest, darkest secrets does not mean that you need to share everything about your life. It's just saying, Hey, I am here. I am a real person just like you I have thoughts and feelings just like you I can relate to how you are feeling now. This makes you relatable, trustworthy, and a true leader. All the characteristics we need to embody in order to establish that level of trust with our audience. When you do that, you're going to see your sales increase. You'll be able to scale your business and you'll be able to make a global impact and change so many people's lives. And when I teach this to my students to my clients, there is a structure to how I teach this and it's all about breaking down your messaging elements. So all of those different messaging components within your presentation, generally what I do is I embed the emotional journey that we want to take our audience through that path from where they are now to where they want to be. And how do we evoke that through the power of your voice, through the characteristics and qualities in your voice. So my process involves a lot of script writing, story analysis, my theater background, all these techniques that are very different to the business world, I applied to webinars and presentations. Because ultimately, what we're doing in roughly 60 minutes is we're taking our audience on a journey, we are creating an experience that brings them into our world and invites them at the end to stay in our world and learn from us some more. So, you know, while it's not acting, it's not a performance, both performing and speaking, have very similar outcomes, very similar processes. And what I've learned in my experience of being an actor, and working with actors, for so long is the process that we use enacting, there are things that we do that are so very powerful, and so very necessary for the online business owner when developing a talk, whether it's a webinar or any other style of presentation, even a podcast like I'm on now. And it's all about creating that experience creating an event that is memorable. And this is based on, you know, when I was doing presentations launches with my audience, that moment that I started to treat it like an event is when I started to get feedback from my audience saying how much they enjoyed that presentation, and how different it was to previous presentations that I had done, they noticed an actual difference. They couldn't pinpoint exactly what it was, but they could experience and feel a difference. And so that's the moment that I knew that I was onto something, and that I needed to experience and explore this more with my audience. And that's the moment that I started teaching others how to do the same. So today, I want to challenge you to next time you do a webinar or another type of presentation, think about treating it like an experience. And if you're listening to this, and you're thinking, Well, yeah, that sounds great. But I wouldn't have the first clue as to how to embed an emotional journey and take my audience on this experience. I get you, I feel Yeah, so I've decided that for those that do need a little extra support and want to work one on one with me, I am opening up a few spots to take on some new clients to work with you on the combination of your verbal messaging with the nonverbal to help teach you how to personally connect to your audience through your webinar or any other type of presentation so that you can understand the concept of selling with feeling not logic will go through your entire webinar or presentation together, run through it so that you're feeling confident and ready to go next time you launch so that we can get those conversions up. The beauty of this process that I teach is that you will notice it seep into other areas, whether it's sales calls, podcasts, getting interviewed on other people's podcasts, it is a universal process that you can use in so many different aspects of your business. So if you're intrigued and interested to work one on one together on your next presentation webinar, head over to Katherine beck.com forward slash call, make a call with me. Let's have a little chit chat. And we'll talk about working together one on one on your next presentation. So if that sounds good to you book a call and I'll speak to you soon. All right, that is it for today's podcast. Now coming up next week on the show. I am speaking with branding and content expert Martine van Stein on creating purposeful content that connects with your audience. Now remember to share the show with all your business besties invite them to tune in with you and learn how to show up and stand out as the voice of your brand. Until then go on get out there and share your powerful voice with the world and I'll see you back here next time.