Even though they registered and joined in, the audience owes us nothing, not even their attention. From the first minute the webinar starts, we’re working flat out to keep them with us. Remember, in a B2B webinar, their attention is the payoff for us doing this.
We face a lot of potential problems with webinar audiences:
They’re exposed to continuous distractions.
They have split attention.
We don’t know the their screen sizes.
Past webinars have trained them to ignore us.
And they don’t expect much from us.
Plus, many have an attitude that this isn’t important to them right now: e.g. “it’s better than doing real work”
The Audience Attention Tools:
The Template (structure)
The single idea (made up of other single ideas)
Breaking the myths the audience believes
Stacking
Trial closes
Call-backs & Call-forwards
Audio calls to the screen
Onscreen dynamics
Future positioning
The hook at the end (it can be intangible)
The pre-CTA payoff
The CTA
Problem:
Continuous distractions
Split attention
Solution:
Call-backs & Call-forwards
Audio calls to the screen
Onscreen dynamics
Problem:
Screen sizes
Audience trained to ignore us
Solution:
The single idea (made up of other single ideas)
Breaking the myths the audience believes
Future positioning
The hook at the end (it can be intangible)
Problem:
Audience doesn’t expect much
“Better than doing real work”
Solution:
Stacking
Trial closes
The pre-CTA payoff
The CTA
Some other notes about your presentation…
You’re going to have a lot more slides than before, but you’ll spend a lot less time on a single slide.
If You don’t use a script, you will need closes and phrases written and nearby so you can use them throughout the webinar.
Slides will be a lot simpler than before. Complicated slides will build up, not show the entire thing as a single, 1-off slide.
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