Like writing a play, or a tv show, or a movie, you can break the rules of a structure, but not until you understand what the rules are. And what they’re for.
The three types of B2B webinars are:
The Assumption/Myth model, where you’re taking the audience from an old belief to new belief.
The Lecture model (and we’ve all seen this used a lot) where you’re taking the audience from not knowing to knowing.
And the Persuasion model, where you’re taking the audience from from not doing to doing.
By the time we’re done with this course, you’ll be combining the Persuasion model with the other two. All three together. That’s a powerful webinar.
For now, don’t worry about the persuasion model. Choose to call out myths the audience believes, and breaking those myths with new facts. And with the lecture model, where you are taking the audience from not knowing or understanding something, to knowing or understanding it.
And don’t just choose the lecture model by itself because that’s the one you know the best. Take some time to think about what myths your audience believes, and whether you can break that thinking with new truths.
The lecture model is the easiest to add in later. In fact, it’s hard to keep the lecture model OUT of B2B webinars. So it doesn’t need you to advocate for it, it’s gonna show up anyway, as soon as we stop trying to keep it out.
We’ll tackle adding the persuasion model in layer 3.