So, you’ve created your course and you’re ready to show it to the world and get paid…

Or maybe you are still putting together your course and are starting to plan out your marketing campaign.

How can you expect your prospective students to go from reading some of your free material to wanting to shell out a few hundred dollars for your course?

The missing piece is webinars.


Why Webinars?

Jon Shumacher, Online Course Creation Summit Speaker and host of the Webinar Mastery Summit.

“Webinars are the best online tools for selling anything over a couple hundred of dollars.”

That’s Jon Schumacher, of Webinar Sales Mastery. He continues:

“You’re going to get a higher percentage of sales using a webinar and the appropriate follow up from the webinar than a Video Sales Letter. Statistics show that webinars are the best converting vehicle for selling courses online.“

If you’ve bought an online course, you’ve probably seen it before. Maybe you wondered why everyone does them. The reason is that they work. But why? The key is that it creates trust.

Jon sheds some light on this:

When you can see somebody on a webinar, when you can experience them at a visceral level, then it really ups that trust tenfold. The small group that I have developed online feel like they know us. I’ve never met most of them in person, but it’s almost like we’re close friends because they can see my face, they can hear my voice, they can be taught by me in real time, I can answer their questions, I can interact with them. It’s really the next best thing to teaching from stage or meeting in person but you can do it at a scale from the comfort of your own home in your pajamas.”

Webinars are really the best of both worlds. They give results similar to selling in person, but you don’t have the same  overhead or inconvenience.


How to Structure Your Webinar for Maximum Results

Ok, so you want to create a webinar to sell courses online. While a webinar is the most effective selling tool, you have to structure it properly or it won’t work at all. Jon explains:

“I call it the four steps selling system.“

These are:

  1. Introduction
  2. Content
  3. Offers section
  4. Q and A section



The goal is to connect your audience and get them ready for your content:

“When you first get on webinar, you’re going to introduce that webinar again so whatever your big headline was, or your big hook, I like to always restate that in the beginning just to let people know they’re in the right place.”

You connect to your audience more deeply by talking about the problems that they are experiencing. If you experienced these issues in the past, you can do this strategy to help them identify with you more:

“Tell your story a little bit and tell them your struggle. Tell them how you overcome that struggle by what you’re teaching today and then show them the results that you’ve got as a result of that. That’s your expert positioning part.”

Telling your story powerfully connects your current results to their possible future results, because you’re showing that you started in a similar place. Or, in other words, “people don’t believe the success until they believe the struggle.”


How do you distill an entire course’s worth of knowledge into a half hour while still providing value? You don’t want the webinar to have too much filler or salestalk, because then your audience won’t trust that you have the solutions that you claim. But, you also don’t want to fill their brains with as much content as possible, because this will leave them overwhelmed. Either way, they won’t buy your course.

So how do you decide what to cover?

“The biggest thing to think about for your contents section is what are the biggest objections people are going to have buying my offer, to buying my product in the next session.”

The goal of your webinar is to get people to invest in your course so they can make a real change in their lives. But, you’re asking a lot of the average person and you don’t have that much of their time to help them make such a big decision. Naturally, you want to jump into the conversation in their head and address the objections they have to taking the next step. So just dive in:

“I always like to start the content section with a critical question or something that puts it out there as an objection that they likely have because I know my audience. And then I break that objection with a content point that teaches.”

This is key. If you just address the objection it sounds like you’re trying to persuade them. But, if you address the objection by teaching, then you’re selling without selling by giving them the value that they need right then to address their burning question.

This of course assumes that you know what your audience wants because you’ve done your research.

Offers, or How to Sell Your Course Without Being Salesy

We’ve covered this a little bit, but chances are, if you’re still on the fence of using a webinar, it’s because you don’t want to turn into another salesman.

However, you don’t have to be salesy if it’s not congruent. You get to choose the tone:

“This is a tool that you can use to share your gifts with the world, build rapport with your audience, whoever you are, online coach, software entrepreneur whatever. You can use this as a virtual conference room to become a virtual presenter to share your gifts, to share your products.

Here’s an example of a non-salesy way of presenting your offer:

“You want to do what’s called stretching the gap. You’ve taught your content points, so say something like, ‘OK everybody, you’ve learned a lot of great content today. This is all actionable stuff that you’re welcome to take and run on your own.’

‘But I can tell you that there’s going to be some of you on here who want to get this done faster, you want to cut through the learning curve and the time and the money lost involved in getting this implemented within your business fast.’

And then I’ll put up an image or something of like a point A and a point B or a gap or a bridge. And I’ll say but I gotta tell you that you’re still at point A.

Then, make sure you position your product as the bridge.

This is much more like an invitation than a hard sell. You’re not hiding your best techniques from your audience. You’ve shown them how your product tackles their biggest questions. You’ve shown them that they can even do it themselves. But now, you’re showing them that it can be easier for them to get the results they want if they invest in your course.

Focus on benefits instead of features

Here’s what you  don’t want:

“One of the biggest mistakes people make is they list a bunch of features and they don’t tie them to benefits. So it’s like, ‘Eight module video course and six PDF downloads and a call with me and all this stuff’ And they don’t take the time to break those down into benefits.

If you want to know how to find the benefit, just ask the question, “Why does this feature matter to my student?” Here’s an example of a feature to benefit breakdown by Jon:

“In module one, you’re going to learn how to write a compelling headline. It turns out, 70% of the effectiveness of your webinar registration page is headline. If you don’t do this correctly you’re going to lose out on a ton of registrations and money.”

The feature is learning how to write a compelling headline. The benefit is that it will increase your registrations and sales.

Your turn:

What are the features of your product? Why do those things matter for your students?


  • Webinars are by far the most effective way to sell a course that is a couple hundred dollars or more. This is because they build rapport and trust with your buyers.
  • A good webinar has a 4 part structure: Introduction, content, offer, and Q&A. Every section should address your customers’ biggest objections to buying your course while also giving them actionable solutions to those objections.
  • When offering your course, position it as the bridge from what they know now, to the results they really want. This is a good way to sell without being pushy.


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