by Dean Waye | Mar 13, 2021 | Audio, Call To Action, Videos, Visuals, Webinars
How to create the perfect online presentation First, leave PowerPoint closed. Start writing a script. A proven approach is to write your answers to these imaginary customer questions. Why is this different? How do I know I can trust you? How do I know this is real?...
by Dean Waye | Mar 8, 2021 | Call To Action, Videos, Webinars
The Bonus B2B Question How do I know I won’t be blamed? This is the super and super-secret question. If you look at them all together, you’ll see that the other 10 questions add up to this 11th question. In B2B, you’re not spending your own money. In your own...
by Dean Waye | Mar 5, 2021 | Call To Action, Videos, Webinars
What’s the next step? I’m a big fan of showing someone exactly what we want them to do, so we all know what’s next. If we’re looking for another meeting, and it’s a small group, bring up your calendar. And get a date set for...
by Dean Waye | Mar 3, 2021 | Call To Action, Videos, Webinars
What’s the risk of doing nothing? You’ve probably noticed that these questions–except for #7 where you get to geek out about your features — these questions are getting harder to talk about. And the stakes are getting higher. The chance that...
by Dean Waye | Mar 2, 2021 | Videos
Every CMO, every VP of Marketing has the same problems with webinars: Technical experts won’t volunteer Sales complains about the leads Calls to action don’t work I just released a 3-part series for cmowebinars.com, showing how webinar ghostwriters (like me) construct...
by Dean Waye | Mar 1, 2021 | Call To Action, Videos, Webinars
Hoo boy. We made it! The nerdy part of your brain finally gets to geek out over features. But–and I know the urge to “show up and throw up,” which we have ALL DONE in the past, that urge is strong right now, … and you SHOULD throw up at this...
by Dean Waye | Feb 27, 2021 | Call To Action, Videos, Webinars
Why now? Everyone in B2B hates this question. I hate this question. Because we were doing so well. We just finished connecting our features, which we love to talk about, to their needs, which they love to talk about. If only we could end on that!...
by Dean Waye | Feb 25, 2021 | Call To Action, Videos, Webinars
“How will this help us get what we want?” Since this is B2B, you already know what they want. You’ve been talking to them. Sometimes you’ve been talking to them for years. They want to do something at a lower cost, or faster, or...
by Dean Waye | Feb 24, 2021 | Call To Action, Videos, Webinars
“What’s kept us from getting what we want?” Part of any persuasion process– and what’s all of this building a path to a call to action, if it’s not a persuasion process–is to have a common enemy. Not a person, exactly....
by Dean Waye | Feb 23, 2021 | Call To Action, Videos, Webinars
What’s in it for us? The next four questions belong to the same group. And you can reorder them a little if you feel the need to. These questions are “What’s in it for us?”, “What’s kept us from getting what we want?”, “How will...
by Dean Waye | Feb 22, 2021 | Call To Action, Videos, Webinars
Question 3 is “How do I know that this is real? You’d think that we wouldn’t need to tackle this. Not in B2B, anyway, right? We’re an established firm. We’re serious business people. Yeah, whatever. Customers are smart. They know that we...
by Dean Waye | Feb 21, 2021 | Call To Action, Videos, Webinars
Question #2: How do I know I can trust you? The next two questions belong to the same group. How do I know I can trust you, and how do I know this is real? In every B2B presentation, there’s some variation of this slide, already, right? These are the...
by Dean Waye | Feb 19, 2021 | Call To Action, Videos, Webinars
Question #1: Why is this different? First Up, a reminder — you are answering these questions without ever posing the question. There’s no “Why is this different” headline on a slide. You’re anticipating the ten, actually 11, questions the B2B audience wants answers...
by Dean Waye | Feb 18, 2021 | Call To Action, Videos
Choosing your CTA for your presentation is usually pretty easy, so we’ll use that as a reward for ourselves. The harder job is building the path to that CTA. In a previous post, I talked about structure and having 3 acts. And I talked about the different models....
by Dean Waye | Feb 17, 2021 | Audio, Quick Notes, QuickStuff, Visuals, Webinars
Even worse if I know (a few of) the people in the audience: better all strangers, or all friends. Whatever, we have to press on. But that’s just the standard, acceptable kind of being scared. It’s extra terrible if you haven’t prepared great material. Doubting...
by Dean Waye | Feb 15, 2021 | Audio, Quick Notes, QuickStuff, Visuals, Webinars
In B2C webinars you try to overwhelm the audience by listing all the things they’d have to do to get results, if they didn’t use your product. In B2B we show how we have thought through and put in place all the (complex) pieces already, so the customer...
by Dean Waye | Feb 13, 2021 | Audio, Quick Notes, QuickStuff, Visuals, Webinars
We have our purpose, our message, for the webinar. Who’s going to be looking at this webinar? Listening to it, learning from it, changing their mind because of it? Hopefully not ignoring it. In any webinar, there are several types of profiles attending. Maybe you can...
by Dean Waye | Feb 12, 2021 | Audio, Quick Notes, Visuals, Webinars
It can be hard to love webinars, even though they have amazing potential. Very few of them are interesting for the audience. The reasons break down into three areas: Content issues, Structural issues, and Speaker issues. Audiences are happy to tell us why: Content...
by Dean Waye | Feb 11, 2021 | Audio, Quick Notes, Visuals, Webinars
There are 3 myths about webinars It’s an online PowerPoint It’s about the information The audience is there to learn It’s just an online PowerPoint: Nope. It’s its own thing. You can’t take the same slides you’d use for an in-person meeting and use them in a webinar....
by Dean Waye | Feb 11, 2021 | Audio, Quick Notes, Visuals, Webinars
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...
by Dean Waye | Feb 10, 2021 | Webinars
A webinar is its own thing. It’s a mistake to treat it like it’s some minor variation of something else. So you shouldn’t use the same presentation you’d use in a customer meeting. You can’t use the same slides you’d use in a speech. And you definitely shouldn’t...
by Dean Waye | Feb 9, 2021 | Webinars
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...
by Dean Waye | Feb 9, 2021 | Visuals, Webinars
We haven’t started our slides yet, and before we do I want to go over some points about them, and your webinar in general. First, acts. Think of your webinar as having three parts, or acts. Act 1 introduces your main idea, and you, and sets up the main content....
by Dean Waye | Feb 8, 2021 | Audio, Webinars
You should have a script for your webinar. A lot of people don’t like to hear that. They want to put everything on the slides, and read the slides. Or at least use the slides as prompts. Some people don’t think they can sound natural if they have a script. Based on...
by Dean Waye | Feb 7, 2021 | Visuals, Webinars
Your audience has ears, and eyes. But they have one language processing center in their brain. So at any moment, they’re focused on what they’re looking at or what they’re hearing. Never both. ONE Of those two is getting pushed into the background. If you’re reading...
