Want to use webinars to sell online courses? You'll need to master the art of persuasion. In this guide, we'll share 11 persuasion tricks to boost online course sales with webinars.
Even the best online course won’t sell if people don’t know it exists For your hard work and effort to be worth it, you need to sell your course to as many participants as possible.
Content creation is only the first step.
The second is spreading the word about your course.
The third is converting customer interest into sales.
From there, you’ll see your course flying off the virtual shelf, adding to your bottom line each time it does.
One of the latest trends in online course promotion strategy is the use of webinars. However, before you host a webinar, here are some tips to make it persuasive enough for people to buy your product...
Understanding human behavior is one of the biggest keys that leads to business success. If you want to use a webinar to promote your course sales, don’t give away too much information about the content. Tease your viewers and leave them feeling like they have no choice but to register to find out more.
Tap into people’s desire to be in on the action. In a study published in Motivation and Emotion, scientists examined the social psychological basis of the fear of missing out (FOMO) This type of fear can arouse powerful emotion in people, especially when they hear a buzz about an upcoming event on social media.
Show that your courses are in demand. Let people know that other people are buying them, and better yet, how many people are buying them and you can provide strong motivation for prospective customers to follow suit.
Social proof shapes consumer behavior. Today we have so many choices and it can be exhausting to make decisions. This increases the likelihood of looking at our peers for advice and recommendations. People tend to be influenced by people they like or trust. They want to know that others have gained from purchasing what you have to offer before making a commitment to buy. Popularity signals that your courses have value. If a prospect knows that similar customers love them, they’ll perceive them as more valuable.
The best way to show that you’re trustworthy is to have your customers vouch for you. If you go to Hotjar site, you will see the names of influential customers who trust their products, including Intuit and Invision. Think about why people order every book Oprah suggests. It’s because they trust her judgment. You may not have Oprah’s influence, but you can still apply the underlying principle in your business.
Offer proof of a course’s success by playing a short video of previous users discussing their positive experiences. Alternatively, select written feedback from users to display on the screen. Testimonials, case studies and reviews are all effective forms of social proof.
People who register for a webinar are using their free time to attend. The last thing they want is a snooze fest delivered in a monotone. Enthusiasm and energy is attractive. Your positive emotions are transferred to your audience.
A webinar is an information-sharing session, but it doesn’t need to sound like the 8 pm news. Make the webinar appeal to people by selling not only your course but yourself as well. You are the face of the product. The course is something you designed, and your passion for it must be apparent. The more you believe what you have to offer is the very best, the greater your enthusiasm will be. When you’re enthusiastic and confident, it enhances the security and trust your prospective customers feel and makes their decision-making more comfortable.
Present your webinar in an interesting way that will leave viewers on the edge of their seats, wanting to learn more. Tell personal stories and add in a few well-timed jokes. Use photos that document your journey and eye-catching graphics.
Create a sense of urgency that leaves viewers feeling compelled to act immediately. When you give people too much time to consider the pros and cons of taking a course, you’ll lose cautious spenders.
The idea of scarcity can create a sense of urgency. The scarcity principle is an economic theory in which a limited supply is coupled with a high demand. When people feel that there’s a high demand for something and a low supply, they’re more motivated to take action. The more difficult it is to obtain a piece of content, product or offer, the more valuable it becomes. Spotify used the scarcity principle to manage high levels of consumer demand. People paid to get in and now 50 million of Spotify's 100 million users are paid subscribers.
So how do you use the principle of scarcity? If you let people know how many people have already enrolled for a course and that there are a limited number of places available, they will be more motivated to enroll quickly.
You can also create a sense of urgency by giving a time for how long a discount or special offer is valid. Keep it at the forefront of the minds of webinar viewers by putting up a timer. Pointing out that a discount or special offer is time-limited sparks a deeper desire than if people had an unlimited time to buy.
This focuses on the idea that people don’t want to lose what they have already gained. The fact that we human beings hate losing is what makes loss aversion effective. Scientific experiments have been conducted that show just how strongly human behavior changes if the feeling of loss is introduced. It is better not to lose $10 than to find $10.
To leverage this phenomenon, talk about what your prospect will lose if they don’t do your course rather than what they will gain from doing it. Because we don’t like losing, once we have something we don’t want to let go of it. The ownership effect makes your audience feel as though they already own something – by not buying, it means losing it.
So how can you create that feeling of ownership? One way to do this is to unlock a certain feature and then remove it unless the user upgrades. The feature could be a limited time course or some more privileges for an existing product. You could even do it with a video showing someone using your product. When our brains see a person doing something, we tend to feel as though we’re the one doing it.
You can use the decoy effect to entice prospects to choose the most expensive option. When there are only two options, consumers tend to make decisions according to personal preferences. When they are offered another decoy option, they are more likely to choose the more expensive of the two original options. This effect is scientifically proven to work and is used in many businesses.
Say, for example, you offer an ebook at a low price, a monthly course at a higher price and the ebook and course together at the highest price. Make sure you price your decoy close to your highest priced option. The price for the course and ebook should not be much higher than for the course alone. This leaves limited room for doubt concerning the options customers feel they should go for. By introducing a strategic middle option, people are encouraged to pay a little more to make sure they get the most value for their money.
Give potential customers something for free and it does more than making them feel you appreciate them. It also instills in them a sense of obligation. They will want to do something for you in return.
The principle of reciprocity is that we feel bound to repay our debts. When someone does something for you, you feel obliged to repay them in an almost automatic reaction. Sociologist Alvin Gouldner says not one human society on earth doesn’t follow the rule of reciprocity. A sense of indebtedness is central to human experience and this makes it a deep and powerful principle that it is almost impossible to resist.
Giving a gift, providing valuable information, offering new customers exclusive discounts are all ways to make people feel indebted to you. A free booklet, free sample, free catalog, free additional course material and anything else related to your product or service will work. Then you can ask for what you want, whether it’s for people to write a review or share on social media and watch the rule of reciprocity work.
If you share a relatable success story, it is far more powerful than just listing the benefits of doing one of your courses. It allows you to connect with your audience and helps you motivate them to take action. Infuse your webinar with memorable, persuasive anecdotes and you can make a huge impact on your prospects and encourage them to buy. If you need help with a script for your webinar this, you can get writing help from a custom writing service like Assignment geek or custom thesis writing service. Essays writing help online will help to ensure that the content you create is inspiring.
Science backs up the positive effects of storytelling. A story can trigger the release of oxytocin which naturally increases your prospect’s trust in you. You can make data far more meaningful by using it in a story. Your story must have a purpose – it’s not just to entertain. For example, if your goal is to encourage prospects to take a particular course, you should tailor your story to show how it will address their needs.
For many people, paying over the entire sum required to access your course is impossible. They’ll exit the webinar without making the purchase. Convert these participants into sales by offering a payment plan. Depending on the total cost of the course, let them pay it off in installments.
During the webinar, make sure there’s a display of the URL viewers need to click on to access the right page to make a purchase. Make an early bird offer, such as a discount for the first 20 participants who sign up. A lot of webinars sell the product within the first 20-30 minutes, so make allowances for that.
Make the payment page easy to understand and follow. Be sure to let potential customers know that you have taken all the necessary transaction security precautions.
A webinar doesn’t always need to be live. Record your webinar and allow people to access it on your website or some other hosting platform.
They can view it whenever it’s convenient for them, and they still get the full benefit of the information you share. However, remove all the information regarding discounts, etc. if you don’t want them to apply. Long after the live session has finished, your webinar can continue to drive sales for you.
The participants in the webinar might not convert into sales, but you can utilize their presence in other ways. Encourage viewers to tell friends, family members, and colleagues about your webinar. Greater visibility leads to higher sales. Tell viewers when you’ll be hosting your next webinar so that they can spread the word for you.
A webinar is an ideal platform to sell as you have only the target audience there. They have registered there to join in your webinar, which means they genuinely interested in it. The final thing is the conversion into sale. Students and working people who are wanting to build their careers with the help of an online course are among serious buyers and you need to convince them with the help of above mentioned persuasive techniques in your webinars.
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These are powerful techniques that I've used to help grow 7- and 8-figure online businesses– and they can work for you, too.