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In this final episode of our 3 part series all about webinars, I’m addressing the topic of scripting.
It can be a powerful way to concisely get your point across, ensure you hit the essential talking points and mail your pitch— but scripting can also tank engagement and audience retention.
So join me inside this episode to learn my top 3 scripting secrets (hint: it's very limited and some very strategically).
In this episode, you'll learn:
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People think that when it comes to webinars you either have to totally script — or be off the cuff. But you don’t actually have to choose one side. There's actually quite a gradient when it comes to scripting.
And I've talked about this before and will highly recommend that you check out Podcast Episode 78: Should I script my videos using teleprompter if you still haven’t listened to it. That'd be a really good episode as an extension of this one.
What I found when it comes to webinars is that most people go on way too long. They don't know quite how to start so they start rambling and ending up going on in the wrong areas.
And by the time you're getting to this pitch, it's usually over the hour minute mark so people are rolling their eyes thinking, what's going on? I only wanted to be here for an hour...and that drags on and on. 🤷♀️
So this is one of the areas where I say scripting can be your friend. And I think the best way that you can increase your confidence in your webinar while making sure that you're serving your audience is with intentional scripting.
1. Script your pitch
I see some people say when it comes to pitching their program saying, now you have a decision (Option A, this.. Option B, this..). I don't love this one because if you give two choices to your audience it sounds ridiculous since we all know the truth that there's many other options.
Remember that your audience is sophisticated and skeptical so make sure that you're asking in a genuine way.
Best to have a plan for how you're going to transition from the teaching component into the pitch so you don't feel awkward.
Here’s how you can tackle this:
✔️ Write out how you’re going to get into your pitch.
✔️ Practice it over and over again.
You don't need to follow the script exactly but write it out so that you have a safety net that you can fall on if you get nervous and your body shuts down. You at least know what to say.
TIP: Put a post-it note or use the little notes area in Canva. So if you have a slide before you start your pitch, you can write a phrase to trigger you in the notes section of the prior slide.
2. Script your story
This is an echo of what we covered in last week's episode (Ep #123: The Secret to High Converting Webinars (that Actually Deliver Value)) where I gave you the tip around improving your signature story. I want you to share a piece of your story around the struggle and the solution of you.
I gave you this not because I want you to follow a script when you tell your story instead I want you to reflect back on your story.
Here’s what I recommend you do this: (it’s one of the best things I do with my clients)
That is a story you need to script out beforehand when you deliver on a webinar so that you put some parameters on yourself. Otherwise, you're going to be that person who goes on and on and on about your story. So practice by getting your script down so that you're telling the right story on a webinar.
3. Script your transitions
The mistake people make is when they practice, what they practice is only their content, the tips they're going to deliver, the pillars, their story. They practice all the meat and potatoes of the talk but that's not where people struggle.
I want you to think that it's in between the slides when you lose your audience.
So just thinking about your transitions, how you start, how you move from point to point, from slide to slide into the pitch, into the close, it's the in betweens where you get screwed. That's where your filler words come in. That's where you go off on side tangents.
Here’s some part of your webinar you can look at and start thinking about your transition:
Remember that in order to lead people, you have to figure out how to connect the dots to help your audience take the step from one point to the next. If you focus on this, your people are more likely to follow you throughout the webinar.
>> AND HEY! ARE YOU AN ONLINE ENTREPRENEUR WANTING TO ATTRACT DREAM CLIENTS? Join me on my FREE TRAINING where I'll teach you how to nail your message when speaking on podcasts, live video and other virtual stages to grow your online business. ➡️ https://www.heathersager.com/speak
FULL TRANSCRIPT BELOW
Well, hey, friend, welcome back to the podcast. We're on episode number 124, where I'm giving you my top three scripting secrets for more authentic and effective webinars, and this is the conclusion of my three part series that we've been doing in the month of November around how to do webinars in this new era on the online space. There's a lot of questions around are webinars still relevant? How do we do them in a way that's not schmucky and isn't just this secret pitch fest? Like, is it really possible to show up and teach, serve, give tangible value and effectively sell your programs? And the answer is yes. But we do have to challenge some of the things that are taught in our industry. We have to challenge some of the best practices that have been used for decades around marketing and we have to start thinking more around how do we best serve our audience in authentic way and how do we get more comfortable knowing that serving and teaching and selling, they cannot be these disjointed efforts as entrepreneurs. The best thing that can serve us as we are in the space as leaders in our business is to own the fact that we also are marketers. And it's okay to be the teacher and educator and the marketer in your business, you are not schmucky. You are not a terrible person for asking people to pay you money. You are like, they're not, there's no favors being exchanged for somebody buying your program like you're a business owner. The moment you start embracing that and being excited to welcome people in your program and not having guilt for pitching, the moment that you are able to shake that off is the moment honestly, where things start becoming so fun.
I see so many entrepreneurs get freaked out when it's time to launch or time to sell because they put all this pressure for like the selling moment to happen, and if we approach selling all the time, if you're constantly selling your ideas, if you're constantly talking about your program, getting people excited about it, the launch piece, it's sure stressful, right? I think a launch is but it doesn't have to feel so anxiety driven. The idea that when you put all this moment into a no, it's time to pitch. It doesn't have to be like that. I want you to ask yourself, like what would need to be true for me to feel good about pitching? What would need to be true in my business? What would I need to believe in order for me to really feel good about making my offer to my audience? Let's have a little quick little check in around this.
Before we dive into today's conversation. I decided to batch record the last three episodes together and this is a funny time, right? Because I've told you guys before, we got a new puppy in our house and it's been an interesting day of the puppy eating all the things in my office and I had some issues with technology. I was just telling my podcast episode before I officially went live on this one. I've had to re-record episodes 122 and 123 multiple times, multiple times to the point where I started questioning like, oh my gosh, did I already say that? Is that repeat, like it was, here's the thing, tech is going to happen. As I was speaking, I spilled my coffee all over my desk which was in the last episode. And now I'm like, okay, I probably should clean this up but I didn't really think through that. I'm just pushing like when you're in a groove, you just keep going. I say all of this to say, you know, it's so easy to think about, like the picture perfect. What an entrepreneur should look like? What the office should look like? What we should look like? How we should do our hair or makeup? Like I'm putting eyelashes. I put on full makeup today because I'm doing video recording, like we have this idea of what the quote-unquote successful entrepreneur is. And, you know, what I think the successful entrepreneur is, is the scrappy one who keeps moving even when the shift hits the fan. When the coffee spills, when the tech breaks, when things are not going accordingly to the like dream plan that we have the entrepreneur who ultimately is going to be successful is the one that says, alright, that happen, keep rolling. And that's part of what I want to encourage you today is this idea of just stick with it. Just stick with it.
We're going to talk about scripting today, specifically, and I'll set the context on why for a moment. But if I were to give you, let me give you a gift sounds so cheesy to say. Let me give you this little gift. I want you to embrace the idea that you have to get all of this perfect, that your webinar has to be so dialed in and locked in and set it and forget it. No, I don't, here, I'm going to pull the challenge. And I did, side note, okay, side note to my side. Now. Last year, I decided to put my webinar on evergreen because of personal reasons with homeschooling, with my little ones slash the world was falling apart slash, all these things. I had to put my program on evergreen. It was just a choice I had to make and so I figured out how to do that we had a pretty successful year, evergreen funnel was converting at 10% which is crazy town bananas, and yes, I went through a program to help me understand the webinar mechanics. But here's what I learned in the process. I was putting all this pressure to get my webinar perfect so I could set it and forget it. And when I did that, it really stressed me out because I was trying to get everything all like, oh well imperfect and great and just get it out and I could optimize it later but I found myself continuing to tweak it. And in the program people like they were always saying like, just don't worry about it, just like use the data to make the decision but here's how I got better at speaking and the way that I'm able to show up for you and keep rolling when all this crap breaks. The reason I'm able to do that is because I kept speaking again and again and again and again. I would show up to the next training, to the next keynote, to the next whatever thing performance will call it. I kept showing up and getting better every single time.
I view webinars and speaking to my business the same way. I am never going to be perfect. I'm never trying to get a presentation like so perfect that it's going to be the same. I know I'm going to tinker with it and make it better next time. That's just how I operate and I believe that's how a lot of entrepreneurs operate. We can't help but change stuff like we can't help but ideate and get better and think of new ways to do it. It's just in our blood. That's why we're entrepreneurs.
So here's what I want you to think about. I don't want you wasting your time doing a ton of versions of webinars. However, if you really want to master webinars, can I encourage you to adopt this idea? Teach a lot of webinars and teach them live and do not feel the need to have it recorded to make your life easier. I would say that some people would argue that that is a waste of your time. I would argue it's going to be a bigger waste of your time if you did not master speaking and getting your messaging down and the best way to do it is to frickin speak and master your message by doing more of them. So I'm playing around this idea, one of the things you're going to see from me next year is I'm going to play around with the idea of different structures for webinars. I'm actually going to play around with the idea of doing kind of webinar workshops next year, and I'm toying with the idea of hosting a live workshop every single month of 2022. I don't know that I'm actually going to do that but I'm toying with that idea right now because I'm testing things out to see how it works. But also, the more I show up live, the better I get, and I want to model that for you in my business.
So this is like a side extra bonus that I wanted to give you today. But stop trying to be so precious with your webinar, stop trying to get it so perfect and dialed in thinking that that's going to be the solution to your selling problem. It's just a piece of it, get it out. Let's make it better, like get it out. Let's make it better. And I'm hoping that what I've shared with you the last two episodes, I've given you ideas on how you can make it better on your own and remember if you want some help in that if you've reached as far as you can go and you no longer can figure out like okay, but how do I actually help get my story told the right way. It's still too long. I don't know if I missed the mark here. How do I actually really bashes objections for my people? I really don't know what they are. If you're struggling with the, what's the difference between your method and your program and how does that align? If you're still struggling with that and you are at the point where you're ready for some feedback, be sure to reach out to me. You can just reach out on Instagram or reply back on any of my emails and say, Heather, I'm curious about the webinar system that you have.
One of the things I'm doing, I'm not going to teach you in a step by step how to create a webinar from scratch. There's enough of that out there, but one of the things I'm working on right now is a webinar intensive where I take a small group of business owners together, like in a virtual room over a series of days. We'll spread it out over December and January, but to optimize your existing workshop. So we will not be doing a webinar from scratch, you have to have an existing webinars that's at least 90% done. So you have to have your content in there, you have to have your ideas out there. What we're going to be doing is how do we make it better? How do we improve your story? How do we improve the banishing the objections? How do we improve your pitch, specifically, by relating what you teach in your method to your offer? We're gonna go in and fine tune and do that. So if you want to get my eyes on it, typically, I do this one on one for clients. It is a much higher price tag, but I'm gonna be doing this group just this one time thing in December and January. So if you want one of those seats, there's just going to be a handful for them. Make sure you're reaching out. I will not be doing a big launch. They will not be this giant splash of sales page. The only way that you can get your seat on this is to reach out to me directly or apply on my email list. But if you are interested in what that look like, just send me a message on Instagram @theheathersage and we can talk through it.
Okay, but now let's talk about one of the best ways that I feel that you can increase your confidence in your webinar, but also make sure that you're serving your audience and that is with intentional scripting, intentional scripting. So I've talked about scripting before, which I highly recommend that you check out my episode that I did around whether or not you should use a teleprompter, and I talk about my beef with scripting, but where scripting can really serve you and then if you want to use a teleprompter, that there's some stuff on there. That'd be really good episode as an extension of this one but let's talk this for a moment. So let's talk this, let's talk this for a moment.
When it comes to webinars, sometimes they go on way too long. And what I find is they go on long in the wrong areas, ie, we don't quite know how to start it so we kind of ramble and do a lot of welcoming for people then we go into a really long drawn out story that goes on way too long. So by timing, the teaching, the audience is rolling their eyes going, let's get on with it. And then by the time people are getting to this pitch, it's usually rolled over the hour minute mark so people are like, ah, I only wanted to be here for an hour like what's going on and that drags on and on. And the comment that I see a lot of people say, when they talk about their frustrations of webinars, is something like what they covered in 60 minutes could have been a five minute thing, or I could have read it an email, or the I wish I could have just had the transcript so I could have just popped through it in 10 minutes. That's what I see. And it makes me, my heart hurt, right? Because I find that the value of communicating our message, there's such power in that, not only in the what we say, but the how we say and the energy we bring to inspire people to want to take action like that is such a powerful piece of it. But the question is, how do we bring that inspiration? How do we bring that that energy in that feeling and give that space for real presence while respecting there is a clock, while respecting that what you say in a webinar and the meat of what you talk about is either going to be leading people to your offer or pushing them away from it. How do we do that?
So this is one of the areas where I say scripting can be your friend. But let me be very, very clear. I am not saying script out your webinar because I think that'll set you up for somebody feeling like this is really impersonal. This is really sterile. This feels like a sales pitch because if you pre write it out, even if it's in conversational language, you're going to miss the connection with your audience. We have to work on that presence. And remember, you have a couple other resources. So the podcast I just did a few weeks ago, where I talked about magnetic presence. Go there talk about or like really hone in on what your presence is yes, on a webinar, turn your frickin camera on, have presence, And then follow the the recent episode I did around I think it was episode 121, where I gave you five, like the speaking tips like around the virtual, my best on camera speaking tips. So all of those links will be in the show notes so you have more resources, right? I give you a ton of free stuff here on the show, right? What you do with it is totally up to you.
But let's talk about how do we use scripting in a way that serves our audience without putting shackles on ourselves where we feel really confined. That's what I hear a lot people hate scripts, like oh, some people love scripts. You'll love this but if you don't like scripts, this would be an area to do it. So there's three places that I'm going to recommend that you script to help yourself with getting to the point a little faster and better connect with your audience. So I'm gonna give you three places and then I want to talk about them. So number one, your pitch. Number two, your story. Number three, your transition.
So scripting your pitch what I specific mean by that is when you go to say, hey, here's my program. Let me tell you about it. However you do that people teach in different ways. I see some people say, now you have a decision,.Option A, this. Option B, this. By the way, I don't love that one because let me go on this tangent here real quick because I think it'd be valuable for you. If you tell someone that their two options are option one for them to continue struggle, and they'll be in the exact same place they are right now in 12 months, versus option two, they can choose the proven path with a mentor, ie. by my program.
If you give us two choices to your audience, your audience is sophisticated and they're skeptical. If you get those two choices, they're going to think like, wait, those are the only two options, like that's ridiculous, because there's many other options. And also, you're assuming that if I don't go with your option B that I'm going to be in the same spot a year from now, which you got to get a little bit more credit for that right. So anyways, please do not ask that question in a way that's offensive to your audience by make sure that you're asking in a genuine way of use that question. But what I want you to do is have a plan for how you're going to transition from the teaching component into the pitch. Because what happens, you can visibly see it on my clients faces when I audit their webinars. You can visibly see in their faces, them starting to sweat and their whole body language shifts. And they're like, oh my god, it's coming. Here it comes. And then you see them boy, like you're invited into blah, blah, blah, Academy. Would you like me to tell you about it? And they just get like they go from like teaching, teaching, rah, rah, ra,h rah, rah. And then they go all stiff and awkward and they, do not do that. And I'm not poking, I'm poking fun a little bit but we all do it before like that idea of oh my gosh, now is the selling part. It can feel very awkward.
So what I want you to do is write out what are you going to say there. Write it out and practice it over and over and over again. You don't need to follow the script exactly. But write it out so that you have a frickin safety net. A safety net that you can fall on if your body like shuts down and you get nervous, you at least know what to say. I'll actually put a post-it note or use a little notes area in Canva, or all right a phrase to trigger me to the next slide. I'll put that so if I have a slide before I start my pitch, I'll put in the notes section of the prior slide, pitch come in, and then like what's the phrase I'm going to use. So write out how you're going to get into your pitch. You don't have to write out the entire pitch, although that might be helpful for some of you. Like if you're new to it, write it all out and practice it. It does not mean you should read. It does not mean you should get it word for word but to get the like the flavor out, get the pace and get the cadence out and get your groove out around how to deliver your pitch. So that's your first place, that the first place for you to focus on because most likely right there you are stumbling. You are most likely stumbling and I say that with all the love, it's not your fault. It is awkward, especially if you haven't been teach, like taught to be selling throughout the webinar, that can feel really awkward. So I want you to focus on how can you shift that, huh, no, they're gonna know to yes, now I get to tell them how they can go further. How do you switch that? So script your pitch.
Number two, an echo on what we covered in the last week's episode where I gave you the tip around improving your signature story. I want you to script out your story. And I waited to this not because I want you to follow a script when you tell your story but I want you to reflect back is your story, actually serving your audience. So here is a bonus, like a bonus little tutorial, I will give you. The best thing that I do with my clients. Well, one of the best things I do with my clients is we open up a Google do. It's one of their first homework assignments. Open up a Google Doc. Turn on the voice type app. So if you go up in tools, there's a little voice typer. Turn that on and then just tell your story to Google. And little voice typer will transcribe in real time as you're talking. I want you to write out your like, just say out your whole story. The whole story if you were to overshare, give the whole story. And then I want you to read it back and reflect and go wow, this is my whole story. Like, wow, I have come a long way, like wow. And now I want you to ask which parts of your story are relevant to your audience.
So what are the pieces around your story of struggle around something that really connects with them? So let's say you teach, let's see care. You teach brides how to DIY a stress free wedding post pandemic? That's very specific. Let's say that. So your story could include, let's say you were a wedding planner before, that you did full service weddings, and you were a bride during that so you're like I don't identify with that story. And we script it out and say what is the struggle that my audience is having? Okay, well, they probably don't have a navigate right now in this like post pandemic world. It's stressful. They've been waiting a long time. They like everything sold out like, oh my gosh. So how could you share a piece of your story that connects with them on that? And specifically, I want you to share a piece of your story around the struggle and the solution of you, helping brides DIY their wedding post pandemic. Your story needs to be centralized around that. So why do you do that now? Like, why did you hone in on helping brides post pandemic DIY. I bet you have a story that helped you go, I really want to help brides in this situation. That is a story you need to script out for yourself when you deliver on a webinar. And we've scripted but I want you to have scripted out beforehand, so that you put some parameters on yourself. You put like some bumpers on your bowling lane. Otherwise, you're going to be that person who goes on and on and on about your story. So practice by getting your script down so that you're telling the right story on a webinar.
And then that number three, scripting your transitions. So this is the bob and weave throughout your entire webinar. So let me just tell you hands down one of my best tips I give people around how to become a better speaker. The mistake people make is when they practice, if they do practice at all right beyond just inside their heads. If they practice, what they practice is their content. They practice their tips they're going to deliver. They practice their pillars. They practice their story. They practice all the meat and potatoes of the talk but that's not where people struggle. I want you to think about when filler words slip in. Want you to think about when people struggle holding attention of their audience. Imagine for a moment you're in front of a room and you're delivering a PowerPoint presentation. So you have the slides behind you and you were talking to a room of 60 people. And your first slide comes up and you start talking and you end the opening and you are like okay, what's next? What do you do? You click and you look back at the slides, and good presenters don't look backwards to their slide decks, by the way. However, what happens is when we click, click, click, it's in between the cracks where you lose your audience, in between the cracks.
So visually speaking, it's in between the slides when you lose people. But I like to think about just thinking your transitions, how you start, how you move from point to point, from slide to slide into the pitch into the close, it's the in betweens where you get screwed and that's little blood but that's the truth. That's where your filler words come in. That's where you go off on side tangents. That's where you lead people, you got to figure out how to connect the dots. So if you were to script anything on the webinars, sure, work on your content. Make sure it's really good. But I would focus on how are you transitioning? So how are you kicking this bad boy off? How are you transitioning to the, like helping them understand they're in the right place? How are you transitioning into your story? How you come out of your story into your teaching? How are you transition into your objection bashers? How you transition into your method? How you transition into your pitch, like think about that. And I know just flew a lot at you right there and I don't get caught up in a specific framework on this. But asking the bigger question around, huh, it's less around what I'm saying on this slide. You know the content. I want you to think about, how are you getting there? How are you helping them take the step from one point to the next. It's the in between where you lose your people. And if you can focus on how do I stay like, on par, your people are more likely to follow you throughout the webinar to.
Okay, this was a quick one today. It's just a quick one. I have thrown a lot at you the last three weeks and I really encourage you to actually flag these episodes, save them and come back to them. And on the podcast master page on my website, if you go to heathersager.com/podcast. You can go in and every single one of these episodes has a full write up on them. So if you want to come back and study them a little bit more, if you want to try to disect and say how do I improve this? I did not hold anything back on these episodes. And I'm breaking the rules a little bit because I gave you too much, right? But I want you to be successful with this because I believe that the more confident we are in selling our programs, the more vibrant we'll be, the more excited we'll be. There's just so many good things that come when we have the confidence to sell. But if you have a fluffy webinar or a webinar that packs way too much, you are cutting yourself off at the knees. So getting this skill down, the skill of speaking and selling down is one I am very passionate about. When you're going to see a lot more and we're going to be building one of the curriculum inside of Speak up to Level up because webinars was not a part of the curriculum. It's what we've been doing in office hours. And I have a couple bonuses around webinars, we're going to be infusing this curriculum in 2022.
So just as a side note, if you're looking ahead to think about Speak up to Level up next year. Put it on there that we can master webinar in there. But in the meantime, what I would say is if you have a webinar and you are going to be launching in 2022 in the first few months, you need to beef up that webinar so use the tips and ad insights that we went over these last three episodes to start looking at your webinar and if you're scratching your head going, but how do I actually apply this to my audience, to my craft? I'm struggling with which stories. I'm struggling with which objections and how to really help disprove those. If you want some help on that, please reach out over on Instagram @theheathersager. I have that workshop coming up where I'm actually going to be rolling up my sleeves with just a handful of entrepreneurs to work through it with you so that you have a webinar that you're proud of the one that also converts, reach out on Instagram @theheathersager. And if you're listening to this later in the year, not at the time of the recording, still reach out because this most likely be sending an offering again, or I have a something that I do called a webinar audit, that if you want to work one on one with me where you just want me to go through your existing webinar helps you optimize it and give you some feedback. That is a coaching that I have never offered publicly before. It's only been offered to existing clients or referrals. But it's something that I'm opening up this year that if you want me to webinar audit, you, audit your webinar, I'm going to be doing just a few of those each month. So if you would like a seat for a webinar audit, reach out on Instagram or shoot me an email. All of my contact information is in the show notes and I am just cheering you on so much.
Remember, you created your program for a reason. You created what you do now. You started all of this for a reason. And if you've been hesitant to try to figure out how to sell it and you've been trying to figure out an aligned way, you're not far off. Give yourself some freaking credit that you don't need to burn down the house. You don't have to start over. You're not, it's not that it's not working. It's just not working at the pace that you want it. So what I want you to start thinking about is how can I stop scrapping what I'm doing and rebuilding? How can I stop saying, Oh, I got to redo all the things. I got to switch my strategy. What if instead of jumping to the next thing, jumping to the challenge, or jumping to the low ticket offer or jumping to whatever the next strategy or tactic is? What if instead you ask yourself the question is is a tactic still working for me? But how could I improve it? How could I dress it up? Infuse a little bit new life into it. How can I stick with the strategy and really optimize it and make 2022 the year that you get traction in your business? That's what I'm most excited about, seeing you build true traction in your business and start really showing up serving your audience and making sales. That's what makes me super excited so I cannot wait. Please share with me which part of this three part series you love the most. I cannot wait to see what you do with this and friend, I'll see you in the next episode.