Why are we doing this webinar? What do we want to audience to know?
What change are you trying to make?
Some webinars are just facts, presented in order. If that’s what you’re doing, this course will make that the best it can possibly be.
But there should be a bigger message and a bigger purpose.
Maybe you want to show the audience how forward-thinking your company is. So your message is “we’re awesome, we’re thinking about stuff you haven’t thought about”.
Maybe you’re trying to look bigger. Or faster. Or well-funded. Or show off how easy-to-use your software is. Or get people to trust you about something.
Whatever it is, the time to figure that out, the time to decide it, is now. Because everything we’re going to build in layer 1, and the CTA we’re going to develop a trail for in layer 3, depends on this decision.
Even if this webinar is, for you or your company, a standard webinar, this decision can add a little bit of greatness into it.
For some people it helps to decide on what the purpose is, first, then decide what the message is. Because if the purpose is about getting a meeting, or establishing a reputation, or breaking through to the decision makers you need to move your business forward, that can help you decide how to craft your message in the first place.
Why are you making this important webinar? What’s a home run for this project?
From the purpose, we’ll decide on the message and the CTA.
So the question is, what’s the purpose of your webinar? It doesn’t have to change the world. It probably won’t.
But it’ll change something. It’ll move people from one position to another. From somewhere to somewhere else. From thinking something about you, or not thinking about you at all, to thinking something different.
So I’ll ask you again, what change are you trying to make?
When you have the answer, we’ll move on.
And a bonus idea: have you ever heard of the second right answer? A lot of the time, when we think about a problem, we come up with an answer pretty soon. A right answer. It solves the problem, it addresses the critical issues, it’s a right answer.
Write that one one down, and leave the problem for a bit, and then come back to the question again. The first right answer has already been figured out. Good. If we couldn’t use that answer, what’s the next right answer. A lot of the time, when we tackle the same question again, we get another right answer. It was blocked, in our heads, by the first answer. But now the lane is clear, and it can emerge.
Second right answers can be pretty awesome. A new way to approach the question.
So don’t’ just accept the first right answer for what your webinar purpose is. Get through the first right answer, and come back for the second one.