Because even though it promises to be all about me, it’s probably going to be all about you. At least, that’s what I’ve experienced in the dozens of webinars I’ve registered for, dialed in to, and jumped out of over the past few months.
We both know why I signed up for your webinar in the first place: you wrote a slamming squeeze page that showed me you “get” the very thing that keeps me and others like me up at night. You spoke my language, seemed to read my mind, and promised to do what no other service provider has been able to do so far: solve my problem. Give me peace of mind. Make the pain go away.
Simply put, I signed up for your webinar because you. Get. Me.
So, then, why is it that when the time comes to dial in to your call I must spend the first 20 minutes of our 60 minutes together listening to you talk about…you?
Have you tuned into a webinar lately? If so, you know too many of them start something like this:
“Hi. I’m Nichole, a copywriter and owner of Simply Stated Solutions. You know, I’m so grateful you’re here and I want you to know I have a wonderful lesson in store for you today. I truly believe that you have the power within to write attention-grabbing copy and attract all the money and clients you need to your business, and I’m going to show you how to do that in the 90 minutes we have together. But, before we get started, let me tell you a little about me…?”
(Raises hand) How about you don’t, and just cut to it, with something like:
“Hi. I’m Nichole, a copywriter and owner of Simply Stated Solutions. I’ve been writing for 15 years and help people get clear about their message and cut to the chase in their communications. We’ve got a lot to cover on today’s call, so let’s get started, shall we?”
Do I want to know more about you? Of course, I do. That’s why I appreciate the link you provided to your bio in the emails that preceded this webinar. And rest assured, if I didn’t have the chance to fully vet your credentials before this call, I will do so immediately after, especially if you demonstrate in your teaching that you really do “get” me. But for now? In the short time we have together? It needs to be about us, your listeners, and what you can do for us.
All the self-appointed marketing “gurus” agree. Focus on your listeners, not yourself, right off the bat. That’s the best way to show us that you understand us. Which also makes it the quickest, easiest way to turn us passive listeners into raving fans.
Try it. Before you do your next webinar, set a timer for five minutes. In that time, introduce yourself, give your listeners an outline for what you’re going to cover, and get to it. Sounds quick, but that’s more than enough time for most people to decide if they’re going to stay with you or tune you out. Clock’s ticking. Make it count.