“Tim, I really want to do webinars for my business, but I have no idea where to start! I don’t even know what to talk about in my webinar.”
I’ve gotten this question a lot lately.
And trust me: I get it. Choosing a killer webinar topic that can actually sell your product in the span of a webinar can seem like the hardest thing in the world.
I’d like to make it a little easier for you.
In the next 5 minutes, I’m going to show you how I pick webinar titles and topics for my dozens of webinar clients that are engineered to sell their products and services.
I’m also going to show you exactly how to do the same for your own business without overthinking it.
So let’s dive in…
Rule #1: Your Webinar Topic = What Your Product Can Do
When you create a webinar, you’re building a presentation that will create demand for your product or service. So if you do your job right, people will want to buy after seeing your webinar.
What’s the easiest way to create demand for your product? Answer: Choose a webinar topic that shows what your product can do.
This works for selling physical products, software, ecommerce and more. (There is one exception—I’ll get to that in a second.)
In your webinar, you want to be able to tell your audience what they should do to improve their lives—and then show how they can use your product to achieve those results.
In other words, tell them what to do, and then show ‘em how it’s done with your product.
By talking about your product throughout your webinar, you’re also helping to reduce webinar offer anxiety.
Rule #2: Start With the Problem, End With the Vertical
For the sake of this exercise, think about what your product does. What problem does your product or service solve? Why do people use it? What issue are they trying to fix in their lives?
Got it? Great. Write it down. I’ll tell you what to do with it in a second.
Next step: Think about the different groups of customers—or verticals—who use your product.
Depending on your product, your verticals might be professionals vs. amateurs, or individuals vs. couples, big corporate companies vs. entrepreneurs etc. Or you might have a dozen different verticals depending on how varied your audience is. Write those down.
Got the problem your product solves and your verticals? Awesome. Now it’s time to choose a topic. Here’s how it’s done:
Step #1: Look at your list of verticals. Choose one vertical to be the audience for your next webinar. (There’s no wrong answer here. Just choose one to get started.)
Step #2: Ask yourself: How does this specific group of customers use my product? What’s the problem this specific group of customers solves by using my product?
Step #3: Choose a webinar topic that shows how this one group of customers uses your product. For best results, I’d give 3 or 4 recommendations in your webinar that demonstrate how this group can achieve the results they want by using your product.
Step #4: Write your webinar title. If you’re not a copywriter, a good template for this kind of webinar title would be:
“_____________ [Types of customers]: 3 Ways to _________ [Achieve Specific Results] and ________ [Overcome Specific Problem] In Only _________ [Add a Time Limit or Other Counterintuitive Detail that Shows How Easy It Is to Use Your Product.]”
Let me give you an example of how this works.
Example: Choosing a Webinar Topic for MacroTrack
Say you invented a new app to track calories. We’ll call it “MacroTrack.” This year, you want to host a weekly webinar to boost app sales.
Now you just need a webinar topic.
You already know the problem that MacroTrack solves: It helps people drop weight quickly, and it also gives tailored food suggestions to help people cut out calories.
You also know MacroTrack serves two verticals: your average person looking to get into shape, and professional bodybuilders.
Step #1: Out of these two verticals, let’s say you decide to host a webinar for professional bodybuilders first.
Step #2: You know that bodybuilders mainly use MacroTrack to track calories to prepare for upcoming shows. They don’t really use your food suggestions, but they love to save time by using MacroTrack to count calories.
Step #3: Knowing how bodybuilders use MacroTrack, you decide to host a webinar that shows bodybuilders how to save time and get cut for their next show using your app.
In your webinar, you might give 3 recommendations like:
1) Stop writing down everything you eat.
2) Stop researching everything you eat.
3) Spend the extra time you’re saving in the gym to prepare for your show.
Step #4: You use the webinar title template below:
“_____________ [Types of customers]: 3 Ways to _________ [Achieve Specific Results] and ________ [Overcome Specific Problem] In / Without _________ [Add a Time Limit or Other Counterintuitive Detail that Shows How Easy It Is to Use Your Product.]”
And write a title like:
Keep in mind: You could also host a completely separate MacroTrack webinar for your other vertical: average people looking to get in shape.
For this separate group of customers, you might choose a webinar topic that shows people how to use MacroTrack tailored food suggestions to solve a completely different problem: Choosing the right foods to lose weight.
The title could be:
See what I mean? Once you know the problem your product solves, it’s fairly easy to choose a webinar topic that can sell your product.
Rule #3: Info-Products: The One Exception
Again, you want to choose a webinar topic that lets you demo your product. In your webinar, you want to show potential customers exactly how your product works—and how they can use it—live.
But that doesn’t always work.
If you sell information products like books, courses, workshops, conferences, private consults, etc.—you can’t necessarily demonstrate what your product does in a webinar.
So how do you choose your webinar topic?
I’ve found the best webinar topics lead your webinar attendees to your solution, which is your product or service.
For an information product, you can lead your attendees to that solution in other ways. The best way I’ve found? Tell a story. Specifically tell a story of how you—or one of your customers—achieved specific results with your information product.
For example, let’s say you’re a nutritionist. It’s tough to demonstratie what you do live in a webinar (although it could be fun to do a live one-on-one session in your webinar to demonstrate your prowess… but I digress).
But you could easily create a webinar around your top #3 suggestions for living a healthy lifestyle, and tell a story of how you helped a client overcome the major obstacles of losing weight and getting fit. Then you can offer your services at the end.
Your webinar might be:
Bottom line: No matter what your product is you can create demand for it in a webinar by choosing the right topic.
What’s Your Topic? Drop It In Below
Given everything you’ve read in this blog post, do you have ideas for what your webinar topic should be? If so, I’d love to hear what you’re thinking.
Take one minute right now and drop a comment below with either your webinar title that you’re using right now or the webinar title that you’re thinking about using.
I promise I’ll respond to each comment with my feedback on your webinar title—and give you some direction for where to head next.