Why Webinars Work – 6 Persuasion Principles

Why webinars work: 6 principles of persuasion

One of the primary reasons why webinars are so effective is the high level of engagement they offer.

You’re basically providing an experience, not just a talk. 

With webinars, you have a captive audience who has signed up to listen to what you have to say. This means that you can have their undivided attention, provided you have a topic that matters enough to them. 

If done right, webinars are an excellent opportunity to build trust and rapport with your audience. 

Another key advantage of webinars is that they provide an excellent platform for demonstrating the value of your product or service.

By showcasing your expertise and knowledge on a particular subject, you can position yourself as an authority in your field. This can help to build trust and credibility with your audience, making them more likely to purchase from you.

Webinars also offer a high level of personalization. By using interactive features such as polls, surveys, and Q&A sessions, you can tailor your message to the specific needs and interests of your audience. This can help to increase engagement and make your audience feel more connected to your brand.

One of the most significant benefits of webinars is the ability to reach a large audience. With the rise of online technologies and the increasing popularity of virtual events, webinars can be accessed by people from all over the world. 

This makes webinars an excellent tool to scale your sales process – by selling to many people at the same time. 

Finally, webinars are an excellent way to generate leads and build your email list. Because attendees provide their contact information in exchange for access to the webinar, you can build a targeted list of potential customers who are already interested in your product or service. 

You can stay in contact with this list to drive long-term business growth.

I am sure you have heard one of those incredible internet marketing success stories.

Tens of thousands and sometimes even hundreds of thousands of dollars in sales within a time span of merely a few hours of doing a webinar, which is basically an online version of a seminar.

Many of these stories are not made up. In fact, it is entirely possible and many internet entrepreneurs do rake up amazing sales figures like this using the power of the webinar funnel.

With less face to face contact becoming the norm, it is one of the reasons why webinars have become a go-to marketing strategy. By hosting webinars, whether pre-recorded or live webinars, businesses have been able to run a virtual event that improves brand awareness, optimises lead generation and increases product engagement to their ideal target audience.

Russell Brunson, a household name in internet marketing circles, had achieved great success in using webinars to grow ClickFunnels to become a $100 million per year business.

What makes a webinar so effective in generating sales, or converting a cold prospect into a hot, raving customer?

Watch this video where Terry explains the 6 persuasion principles that are present in every good webinar.

These are actually psychological principles to influence people into taking the desired action, from a well-known book written by Dr. Robert Cialdini called “Influence: The Psychology of Persuasion.”

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Video Transcript

And I want to explain a bit behind the psychology, if that’s okay, why webinars work.

Just briefly, this book by Robert Cialdini.

Anyone has heard of this book or this person?

Robert Cialdini. Can you type in “Yes”?

Okay, so Robert Cialdini is actually, I think he’s a university lecturer, and he does a lot of research into human psychology in relation to persuasion.

Why people are persuaded and what makes them get persuaded to do certain things.

So if you’re in sales or marketing, this is a highly recommended book, right?

So, yeah, here are six things why people get influenced by Robert Cialdini, right?

First thing is Reciprocity.

Now, reciprocity is when it’s basically I scratch my back, you scratch my back, right?

So, like, you know, me and my neighbor here because of the lockdown, he says he can’t get beer, so I’ve been giving him some beer.

And, you know, he’s been giving me some sushi cause he’s from Korea.

So we’ve been exchanging all these things like continuously over the past few weeks.

Beer in return for sushi, which is kind of cool.

Um, yeah.

So that is reciprocity.

When you do a webinar, what happens?

What happens is there’s a transference of value from you to the listener.

To the attendees.

That is what happens, right?

And when attendees get value from it, what do you want to do?

You normally would want to help me back in some way, because we are conditioned as humans to do that.

So that is the first thing that webinars can do. It’s the reciprocity thing.

The second thing is Authority.

Now think back to when we were kids.

What happened?

We had teachers in front of the classroom.

We were conditioned that the person in front of the class i.e. the teacher is a person of authority.

And so we naturally, when it comes to webinars, you are that person that’s up there teaching, right? And sharing.

And what happens is you now have the authority.

Okay, so that helps you to become more persuasive.


Can you develop likability in a webinar?

Absolutely, right?

Now, if I were a complete douchebag, and you know… and all that kind of stuff.

And I was talking about my Lamborghinis and my cars and my travels, and all that stuff, you probably won’t like me very much, right?

And but when I showed you my stuff, I was showing you, you know, my downs. My really bad situations.

I was showing you my ups as well.

And I was showing you my goofy side as well and my family so you can build likability as well with your webinars.

Okay, so that’s how you do it, right?

And the fourth thing is the Consistency.

Consistency is like if you do something regularly enough and consistent enough, people will come to recognize you as someone that’s reliable.

So if you’re teaching a particular topic enough times, like Russell Brunson, he did it for a year teaching funnels, right?

People came to recognize him as someone that’s reliable in terms of creating funnels, right?

And Consensus.

Consensus is social proof.

So when you have a webinar and you have, like dozens of people attending your webinar and you have, you can show social proof of the results that you have gotten before…

And if you don’t have results, that’s totally fine, too.

But if you can show that happy customers, for example, all this will help you to get social proof, which is consensus in this case.

So you can demonstrate consensus through your webinar.

And finally, Scarcity.

And that scarcity is about you know, if you got four people in the room and there’s one apple, you all want to snatch it, right?

Or, you know, a beer… can of beer.

Everybody wants to get it first, right?

And you can create scarcity with webinars too, correct?

So, for example, if you have a limited number of products, you can create that scarcity and say, look, we only have 17 of these products left.

Or 17 of these packages left.

So go ahead and do it.

So limited quantity can be limited time as well.

So this is only valid for the next 24 hours.

That works too.

Okay, so this is why webinars work so well in terms of persuading people to take action.

All right, so does this make sense to everyone?

Or was that like, a little bit too deep?

You know, I just want to go into the psychology a bit and, you know, just to prove from an academic, psychological point of view why webinars are so effective.

Was that okay?

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