Attract clients - How to structure a webinar to sell your product or service

How to structure a webinar to sell your product or service

Fabienne Fredrickson
March 10, 2014

Image courtesy of jscreationzs / FreeDigitalPhotos.netWebinars and teleseminars are wonderful methods to sell a product or service and attract clients. But they also offer you a lot more from a marketing perspective. You can connect with interested people, share your knowledge and provide value. Whether you offer products or services, how you orchestrate and deliver the program doesn’t really change. And if you are serving the corporate market, the approach would again be the same.

Here is what we do at
1. 75-80% Content
At least 75 – 80% of the content you deliver in a webinar is about educating your audience. During this segment, you’re not selling them anything. You are really just sharing your knowledge about a particular topic. The point is to paint a picture of things that your listeners might not know from your subject matter and expertise. This is how you deliver value, educate your market place, build credibility and start to create trust, all of which helps you attract clients.

For example, in our monthly Client Attraction webinar, I introduce to the audience what they need to do to get clients. I’m also educating them on all the reasons why they need to take these steps. But I’m not telling them exactly how to do it because that’s what gets delivered via our products and services.

2. 20-25% Promotion
The last 20-25% of the webinar is the part where you promote your product or service and explain that’s where listeners will discover “how” to do whatever you have been talking about. When they buy the product or service, you’ll tell them how things work and take them through the process step by step to see how everything is done. The solutions are provided in your product or service.

The Model Stays the Same
So the setup, delivery and format of the webinar or teleseminar program follows this same model regardless of whether it’s about a product or service being offered. You can see exactly how we do it if you sign up for the monthly webinar at  You’ll see that the majority of the information shared is to educate listeners about what they need to do to attract clients and why. Then the specifics are provided about the product at the end of the webinar. The invitation to buy the product and learn more is confined to the last few minutes. We’ve been using this formula for years at Client Attraction because it works for us and it will work for you as well.

Your Client Attraction Assignment
Have you created your first webinar or teleclass yet? To come up with a topic, think about what your prospects need most. What wakes them up at night with the 3am sweats? What solutions are they craving? Next, take a step back and think about how you can talk about this without giving away your information completely. Save the exact “how-to’s” to attract clients who will purchase your actual product or service.

Now, if you’re just starting out and trying to fill your practice in the FIRST place, then follow a step-by-step system that feels easy and authentic to you. The Client Attraction System® gives you the most important things to do to set up simple, solid systems, so that you consistently fill your pipeline and continually get new clients. It’s all step-by-step, not a big mishmash of things. So, you do step one of the system, and when you’re done with that, you move on to step two, and so on. All the tools, scripts, templates, and examples are handed to you on a silver platter. Easy. You can get it at

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