What makes a good story?

It has a beginning, middle, and end, it’s engaging, and may include some surprises. Now ask yourself, what elevates a story from being good to great? Perhaps it’s the captivating hook, the unforgettable characters, the richness in word choice, and its relevance to the reader. 

It’s all of that and more. 

Designing a successful webinar should be met with the same level of artistic storytelling. When creating your webinar series, you should follow a road map with a clear set of objectives that will ultimately engage your audience to convert them from viewers to customers. 

With an overwhelming number of brands vying for your audience’s attention, it’s imperative to build your webinars to be compelling, well-oiled machines. It’s not enough to only capture their attention. Your objective should be to enchant your audience into taking action. 

Fortunately, it doesn’t have to be complicated. Much like the makings of a great story, it comes down to how you tell it and just as important, the words you use. 

In this article, we’ll discuss how you can infuse powerful action words, to motivate your audience to take action. 

Define Your Call-to-Action

As you begin to craft your first webinar, your priority should be to determine the purpose behind your offer. Identify what specific action you want to see your audience take by the end of your event. The proposition may be to subscribe to a newsletter, purchase an ebook, or sign up for a free trial. Whatever it may be, once you’ve identified the action, you will shortly begin to define a call-to-action. 

A call-to-action (CTA), is a prompt directed towards your audience to take some form of an action step. Without including a CTA in your webinar, your audience will leave your event unclear about what to do next. Having a clearly defined CTA will communicate the anticipated steps needed to be taken during or after your webinar.  

How to Write Action Words

Asking your audience to do something may initially feel counterintuitive. You might feel as though you’ve stepped into the shoes of a persistent salesperson who employs overused phrases like, “Click Here” or “Buy Now” to push an agenda. However, it’s important to realize that you have a greater chance of seeing conversions when you’ve clearly presented your audience with a prompt. And it doesn’t have to sound gimmicky or cliché. When it comes to selecting the right words, think about the specific action you’d like to see. Below are some tips to help you formulate your action words. 

• Utilize Verbs: Use verbs that directly correlate to the CTA you’ve identified. Whether you want your audience to, “Learn More,” “Sign Up,” “Download” or “Buy” something, a verb must be included in the action step.   

• Keep it Simple: Don’t over complicate what you’re asking your audience to do. Be concise and keep the language to a minimum to avoid confusion or potentially prompt disinterest.

• Present An Incentive: A great way to encourage action is to incentivize your audience with a freebie or resource. Offer them an exchange for answering the CTA. 

• State the Value: Emphasize to your audience the value they’ll receive when they take you up on your offer. Create a compelling pitch that grabs their attention and allows them to clearly see the value in what you’re offering. 

• Time Bound: Select words that underline a limited time offer. Instilling a sense of urgency in your proposition will encourage your audience to make their decision in a prompt manner. 

Where to Place Action Words

There are many ways to infuse points of action throughout the flow of your webinar. As you incorporate these action points, think about your audience as they move through the buyer’s journey. Each member of the audience attending your webinar will be at different stages. Some may already be customers while others are just becoming familiar with your brand. There are a few ways to decipher how, when, and to whom you should direct these words of motivation. 

• Save it for the End: While you may be eager to present a CTA early in your webinar, it’s best to present it at the end. Telling your audience to do something before the webinar has even started may turn off participants from even sticking around to listen to what you have to say. 

• Polls: A great way to increase engagement is through the use of polls. Discover where your participants are along the buyer’s journey, and discover the opportune moment to proposition them. Polls are also ideal for segmenting audiences which will later help you target specific campaigns. 

• Follow-Up Emails: After your audience has attended your top-notch webinar series, a follow-up email is the perfect way to reiterate your message. Take the time to thank participants for showing up and seal the email with a strong CTA. 

Branding Your Action Words

As important as it is to nail down your pitch, so too is your visual presentation. Once you’ve decided how to infuse your CTAs, the next phase is to create a brand identity to market your webinar. Having a consistent look and feel throughout all your promotional materials and resources, builds credibility in the minds of your audience. From the registration page to the follow up email, it’s imperative to use your words of motivation alongside a clean and professional brand identity. 

As you know, webinars are an innovative and profitable method of connecting with existing and new customers. With EasyWebinar, you can create live and automated webinars that allow for your business to see an increase in audience engagement, sales, and conversions in the areas you target.

With attention spans being the shortest they’ve ever been, it’s vital to carefully consider the words that will resonate and inspire your audience to take the next step on their buyer’s journey. Whatever it is you may be asking your audience to do, place yourself in their position as you craft the language and tone used throughout your webinar. 

Understanding how to motivate your audience to take action is arguably the most important part of building a successful webinar series. This is your opportunity to tell a great story and ultimately build a long-lasting relationship with your audience. 

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