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Copyright
© Hrishikesh Jobanputra. All Rights Reserved.

No part of this publication may be reproduced or distributed in any form or by any means, or stored
in any database or retrieval system without the prior written permission of Hrishikesh Jobanputra. If
you need permission, you’ll have to ask. Ask, because you never know (we may say yes). The
information in this document is accurate to the best of our knowledge at the time of writing. As a
reader you need to accept full responsibility for your actions and should consult with a professional
about your own circumstances before following anything in the book. Results are not guaranteed.
Further, the author and publisher have used their best efforts to proof and confirm the content of
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other content for yourself. The author and publisher make no warranties of any kind, express or
implied, with regard to that content or its accuracy.

For more information:

E-mail: rishi@copypower.co
Web: www.copypower.co

Any person flouting the above rules will be liable for copyright infringement.


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What Has The History Lesson To Do
With A Webinar?
Let us find out.

When I was in school, I had a tough time remembering history lessons. I always tend to
forget the facts because there were just too many of them. I felt frustrated and
overwhelmed learning history (did you too?).

Fortunately, I had a great coach - my tutor. He gave me an easy solution. 

He broke down the history chapter into small chunks. Then he asked me to focus on the
individual pieces instead of trying to remember the entire chapter. Suddenly learning history
looked a lot more manageable. That year, I earned my best score in history. 

The idea of chunking has stuck with me ever since. You see, creating a webinar can be
downright intimidating and overwhelming. So I did precisely the same thing when creating
this guide. The framework provided in this guide has been a lifesaver for me personally. I
hope it becomes indispensable to you too.

I have broken down the webinar creation into four stages: 

1. Introduction
2. Education
3. Transition
4. Close 

Each stage is further chunked into 3 to 5 sub-sections. So, instead of worrying about the
entire webinar, you need to take care of the sub-sections - one at a time.

And that makes the job of creating a webinar simpler.

Captivating Webinars will save you a lot of time and eliminate the guesswork in creating
successful presentations and webinars.

Using this system, I’ve had my best webinars.

I hope this framework works wonders for you too!

Enjoy!

(H)Rishikesh Jobanputra
P.S. If you are in a hurry or need expert help in creating your webinar, feel free to get in
touch.
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 Captivating Webinar Framework

1. INTRODUCTION 2. EDUCATION 3. TRANSITION 4. CLOSE

AUTHORITY DEFINED OUTCOME QUICK RECAP OFFER

Give them a reason to What is it they will Because repetition Product name, tag line,
listen to you accomplish? increase retention benefits, and price
RAPPORT STEP By STEP ‘YES’ MOMENTUM BONUSES
Connect at an Break down into Get them aware of the Highlight each bonus
emotional level simple, doable steps impact of this new with benefit and proof
learning

COMMITMENT CONTEXT THE ROAD AHEAD GUARANTEE

Because new The why behind the Do it the old way or Reverse the risk or
commitment leads to what makes it change the way you turn it into a benefit
new behaviours powerful do things?

POSSIBILITY VISION OBJECTIONS

The future will be much Enable them to take Valid, reframe, and
better than present action in their mind shatter each objection
FASCINATION STRATEGY CLOSE
Because curiosity leads The micro-steps Empower them to act
to engagement (steps within steps) keeping their self-
interest at heart

10 minutes
1. Introduction
This is where you set the tone for the webinar. Establish your authority, build rapport,
and enable 'Active Listening' so your attendees participate fully.

25-45 minutes
2. Education
You aren't just educating. You are empowering your audience. To ensure your
educational content has the right impact, follow the five rules of teaching - Outcome,
Step by Step, Context, Vision, and Strategy. More on this in the pages that follow.



3-5 minutes
3. Transition
Most people dislike being sold something. The transition allows you to move from
education to pitching smoothly.

15-20 minutes


4. Close
The close is where you present an offer or move them further into the buying journey. It
enables the participants to take action in their self-interest. 

Let us dive into the nitty-gritty of each segment and find out how you can structure each
piece. Sound good? Let’s go…


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1. Introduction 10 minutes

Your Introduction sets the pace and tone of your webinar. It must have these five
elements to create maximum impact:
1. Authority
2. Rapport
3. Commitment
4. Possibility
5. Fascination


Let us find out why each of these elements are so important.

1. Authority
Give them a reason strong enough to listen to you. The only reason why people would
listen to you and stick to your webinar is when they believe you are the real deal. Showcase
the best results you have produced. Demonstrate your authority with social proof. 

2. Rapport
Create a relatedness with your attendees by talking about a common problem. Embed your
story with the common problem, so people feel connected with you. Downplay yourself so
that they feel you are one of them. Introduce some humor. Humour gets people at ease and
make their mind receptive to your presentation.

3. Commitment
People attending webinar are looking to solve a problem they haven't had much success
solving. They usually feel skeptical and hopeless. Transform their old impoverished identify
to a new stronger identity by creating micro-commitments. Ask them to commit to
something new, something bigger. Solidify the commitment by asking them to type "yes" in
the chat-box.

4. Possibility
Make them hopeful about the future. Ultimately people don't buy things. They buy a better
version of themselves. Talk about something beyond money. You can talk about
empowering ideas such as - serving humanity, making a dent in the universe, leaving your
legacy, and fulfilling your true potential. 

5. Fascination
Unless you create some fascination around what's next, people will quickly lose interest and
drop out. Open the curiosity loop by teasing them on what's coming up in the webinar.
Create some mystery and intrigue, so they remain glued to your webinar until the end.
When you do this right, you move them from 'Passive Listening' to 'Active Listening' mode.

Let’s move on to the next section of the webinar - Education. 


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2. Education 25-45 minutes

When you are educating, your #1 goal is to make sure the attendees remember what you
teach. Because if they retain only 10% of what you’ve taught, you earn a pre-eminent
positioning in their mind. This type of positioning is vital to sales success.
The FIVE pillars of education are:
1. Defined Outcome
2. Step by Step
3. Context
4. Vision
5. Strategy

1. Defined Outcome
Attendees are interested in achieving a definite outcome. This is where you are delivering
real educational value to your audience. Clearly identify the outcome and how it will end the
struggle or solve a problem they are having. 

2. Step by Step
Break down the process to achieve the outcome into 3 to 5 steps. Briefly explain each step
and how it will lead to the achievement of the outcome. This feeling of empowerment is
vital to your webinar success. 

3. Context
With each step, explain the Context (why) behind the step. This will allow the audience to
learn with greater confidence and commitment. 

4. Vision
Show them the action which needs to be taken to achieve step. 

5. Strategy
Instead of explaining, show them in visuals how a certain thing can be done. 

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3. Transition 3-5 minutes

Don’t take this part lightly. Transition is super critical because many attendees tend to leave
the webinar right after the educational piece. With a good transition, you can prevent them
from leaving and move them to your pitch in a frictionless way.
The good news is you just need to follow these three simple steps:
1. Quick Re-cap
2. ‘Yes’ momentum
3. The road ahead

1. Quick Recap
Review and sum up everything you just taught within 60 seconds. Repetition boosts
retention and allows them to realize the value of what you promised them to deliver.

2. ’Yes' Momentum
Sales studies have shown that on an average it takes a minimum of six interactions to close
a sale. You can cut short the six touch-points by asking a series of six ‘yes’ questions.

Here they are:

1. Do you feel more comfortable doing x?
2. Were you happy you came to the webinar today?
3. Do you realize the advantage you have in your [area of life] by using these cutting edge
techniques?
4. Can you see yourself using what I showed you today to help [achieve some result]?
5. Even if you use a tiny fraction of what I showed you, would you say our time was well
spent?
6. Would you like to spend even more time together, going even more in-depth and further
on [a more significant outcome goes here]? 

3. The Road Ahead

Give your audience two choices. Doing it the old way or embrace the new way which can
achieve better results, save time, or save money.

When you have done the transition and offers them the two choices, you move them to the
choice you want them to make - which is your product or service.

This takes us to the final stage of the webinar - the close.

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4. Close 15-20 minutes

Remember, closing a sales within a webinar is all about technique. It has nothing to do
with how you present. It doesn’t matter whether you are an eloquent speaker or not. So, I
strongly recommend to follow the sequence mentioned below because it is tried and
tested.

1. Offer
Announce the name of your product or service. Speak out the tag line and the benefit
statement. Mention the CTA (how to get it). 
• Mention the key components of the product or service (the tangible things they are
getting). List out the key feature and benefits. 
• Reveal price and prove the value by comparing it with a relatively expensive option. 
• Talk about the results people got out of using the product or service. 
• Introduce the special pricing for the webinar attendee (It can be a percentage discount
or a specific amount). Compare the investment with something they regularly spend on
without too much thought.

2. Bonuses
Sweeten the deal with bonuses. Spend more time with the bonuses. Include anywhere
between 3 to 10 bonuses. Mention the deadline until these bonuses are available.

3. Guarantee
Guarantees help reduce or eliminate risk. Explain the guarantee with applicable conditions
(if any). If it is an unconditional guarantee, mention it with all guns blazing. 

4. Objections
Talk about the common objection of time, money, skill, fear, and confusion. You can initiate
the QA session and answer product-specific objections. Every answer should end with the
call to action (CTA). Spend no more than 20 seconds thrashing each objection. Here is a
three-step process to handle objection:
• Validate: Validate the objection, so the prospect feels you understand their world.
• Reframe: Rephrase the objection in a different light to weaken the foundation
• Thrash: Crush the objection by showing a new way to deal with it

5. Close
Guide them towards deciding while keeping their best interest at heart. Here are my top
five favourite closing techniques which could result in better conversions and sales. 

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 1. Closing Technique 1 - What money is good for: In this technique you are moving
the focus from cost to value. Here is a sample script -

“It’s not how much it costs, it’s what you get for value in exchange for money you
use to get it. Besides burning it to stay warm, there is little value in having money.
Money is only good for what you can exchange for it. Your hope is that whatever
you get in the exchange is better than keeping your money or spending it on
something else. Here’s what I know about you: you want to - nay, you need to -
exchange money to improve your life.”

2. Closing Technique 2 - Information Alone is Not Enough: In this technique you

are making the attendees aware that what they have learned isn’t going to make
a difference unless they turn it into action. Here is a sample script -

I want you to think about your first day in high school. It’s the first class, you’re
bright eyed, bushy-tailed, and ready to learn. Your teacher walks in, drops an
textbook in your life and says, “Read this. I’ll be back at the end of the semester to
give you your finals.” This happens with your next class, and every class that
follows. If that were the case, none of you would be on this webinar today,
because you’d still be struggling to graduate. Information is powerful, but on its
own, it’s not enough. You need more than just information. You need tools. You
need community. You need accountability. You need coaching. You need me
alongside you for the next [x weeks] if you’re going to make [benefit] happen.
Once you make the first step by signing up at [URL], I’ll immediately make ten
steps on your behalf by…

3. Closing Technique 3 - Contrasting Pain and Relief: Using this technique you
allow people to experience the pain of not having something and the relief of
getting your solution. Simultaneously talking about pain and relief creates a
powerful impact. Here is a sample script:

Your struggle with [problem] is real. When it’s gone from your life, how will you
feel? How much better will your life be? It starts by signing up at [URL].

I know how tough [another problem] is in your life. Once you’re free from that
burden, how will things be different for you? Find out by signing up at [URL].

How much stress does [another problem] cause in your mind and body right now?
Poof. It’s gone. Can you feel the difference just thinking about it now? Well, let’s
make it happen for real. Sign up at [URL].

I hope you are getting some ideas on how you can structure your webinar for maximum
impact? The good news is - we’ve got dozens of pre-designed scripts to help you create an
awesome webinar in less time.

And this brings us to the finishing line.

Wait! we aren't done yet. How can I not tell you the story of my first webinar?

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The Story of My First Webinar And
Lessons Learned
My entry into the world of the webinar was somewhat accidental. 

Many moons ago, I was hired by a financial coach to do a marketing funnel. She offered
an excellent coaching program, and had a respectable list. But people in her email list
weren’t buying her program. We knew that she needed a strong marketing funnel. 

Upon evaluating several options, we zeroed in our choice on a webinar. We realized that
the prospects weren’t educated on her methodology, and hence, we wanted to give them a
taste of her expertise. 

The only problem was - I had never done a webinar. Necessity is the mother of
invention. 

I accepted the challenge and took on the responsibility to create the webinar content and
slides. The client would then go ahead and present the webinar live. 

After several weeks of hard work and sweat, we finally got our very first webinar ready.
Since this was our first experiment, we decided to invite only 500 people from the list. 

Forty-four people signed up for the webinar. “That isn’t too bad,” I thought.

Finally, the webinar day arrived. We were nervous and unsure about what’s going to
happen. To our disappointment, only 19 people showed up.

Out of the 19 people who attended the webinar, 7 bought the coaching program priced at
$297/month. 

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I will be the first one to admit - it wasn’t the best webinar I’ve done. But we got something
going. 

Here was someone who struggled for almost three years to sell her coaching program. And
right in the first webinar, she got seven sales.

We couldn’t ask for more. 

Reflecting upon her success, I realized some inherent advantages of a webinar:

1. A webinar allows you to interact with your prospects and present your offer in ‘real-
time.’ The live interaction with the participant is invaluable.  
2. You can build instant rapport with your audience and know exactly what works with your
audience and what doesn’t.
3. The audio/visual nature of webinar makes consumption of information easier and
impactful.
4. Prospects know, like and trust you because you are delivering real value.

While these are some good reason to host a webinar, it isn’t for everybody. 

Here are three categories of business owners who would benefit the most from a
webinar:

1. You have a product or service which requires the

prospects to be educated 
Most people are lazy, short of time, or both about reading and consuming your marketing
content. A webinar provides a structured way to consume your content within a specific
timeframe. Such education goes a long way in converting sales. Here are a few types of
services which can benefit from the webinar:
1. SaaS companies
2. B2B Softwares 
3. Consultants (Finance, HR, Investment, Software, and so on)
4. Coaching (Health, Relationship, Public speaking, time management and so on)
5. Online courses
6. Service providers (Software development, product developers, accountant, legal, and so
on)

2. Empower your sales force and close faster

In many organizations, the sales team fails to communicate the value proposition effectively
- especially the newly appointed. In such a scenario, a webinar can help educate and pre-
sell. Such kind of lead nurturing go a long way in improving top-line and enhancing sales
team performance.
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3. You’ve been selling via online sales pages or video
sales letters
Conversion rates on sales pages have been on a decline. Most people usually skip sales
copy and go straight to see the offer and the price. Unless you hire an A-list copywriter,
sales pages are hard to pull off. A webinar can be beneficial in delivering your sales
message wrapped up with education. 

If you belong to any of the above categories, the webinar can be a game-changer for your
business.  

In case you need expert help in creating your webinar, we are just a click away. 

Click here to get in touch

Have a wonderful day!

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About the Author 
(H)Rishikesh Jobanputra (Rishi) is a marketing strategist and
copywriter with 19 years of in-the-trenches business experience.

Before entering the world of marketing and copywriting, Rishi had a

decade long stint as a technology entrepreneur and product
manager.

He played a pivotal role in building an auto-retail platform for leading

(H)Rishikesh automotive manufacturers.
Jobanputra

His illustrious list of clients includes leading authors, coaches,

entrepreneurs, and CEOs of high tech companies.

Rishi has created dozens of winning marketing campaigns for clients in 7 different industries
resulting in tens of thousands of dollars in sales.

Hrishikesh has been featured in reputed publications such as Entrepreneur Magazine and
Image Retail.

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Copyright 2019 - Copypower Marketing - All Rights Reserved.

For more information, visit:

www.copypower.co

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