How to Choose the Perfect

and Most Profitable

Webinar Topic

AMY PORTERFIELD
 Nothing truly moved the needle in my business until I cracked the code on my webinar
strategy, and incorporated all the other pieces of my business AROUND it. Today,
webinars are the backbone of my business model, allowing me consistent revenue,
freedom to build the kind of business I’ve always wanted and giving me the ability to
make a massive impact in my students’ lives. One thing I know for sure is that I am not
“extra special.” Believe me when I say it,

"webinars can do the same for your business as well."

If you sell information products, digital courses, or coaching and consulting services
online, then you’ve likely considered adding webinars to your marketing strategy.

If so, you are for sure on the right track! To encourage you to keep moving forward,
here are just a few of the top-level benefits of incorporating webinars in your current
marketing plan:

» Webinars can help you build a highly engaged email list of potential customers
who appreciate every value-soaked word that spills from your lips. (Webinars
strengthen the “Know, Like and Trust Factor”, making your relationship with your
audience more personal).

» Webinars can also help you architect a simple (yet highly profitable) webinar system
(also called: a marketing funnel) that allows you to quickly grow from a one-on-one
business model to an online training model that you can scale quickly.

» Webinars allow you to do MORE of what you LOVE (creating and teaching new
awesome material) and less of what kills your vibe (desperately trying to keep up
with every marketing hack, trick or tactic that hits your inbox).

“So…Where’s Everyone Calling In From Today?”

Imagine the grin you’ll have when YOU get to ask that question at the start of your webinar . . .

And dozens of answers flood in - people from ALL over the world, tuned in, rapt with attention,
waiting for you to share your best work and lead them towards a better reality.

It’s going to be a pretty awesome feeling.

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 The 3 P’s of Your
Webinar Presentation
When creating a webinar presentation, it’s all about the 3 p’s:

POSSIBILITY, PATH AND PROMOTION.

The Possibility:
Great webinars address a problem and give insight toward a solution (aka: what’s
possible). The goal of your webinar is to lead your attendees to one of the following: a
new mindset shift, a new opportunity, a new understanding, a breakthrough, a new way,
a new shift, or a new decision. The new possibility you introduce in your webinar will be
aligned with your digital course offer.

The Path:
Great webinars teach and offer true value. The teaching happens through the pillars
(steps, secrets, strategies, keys, etc.). The goal is to teach and add value in order to reframe
your attendees current belief so that they begin to see the new possibility.

The Promotion:
Great webinars convert into sales. Here you will introduce the benefits of your course and
clearly paint an inspirational picture of the opportunity you’ve created for them inside
your course. The goal of the promotion is to present an irresistible offer your attendees
cannot refuse because they understand the benefits and want the results you are
promising.

AMY PORTERFIELD How to Choose the Perfect (and Most Profitable) Webinar Topic | 3
 “
while most entrepreneurs treat list building as isolated marketing activities...
they’re actually totally ineffective when performed in a silo, and exponentially more
powerful when weaved into a complete webinar system that generates automatic sales on
the bottom end.

Amy

turning your promise into a

Winning Webinar Topic
Before we get into the specifics of crafting your webinar title, let’s talk about your topic.

Your webinar topic should be aligned with the content of the course you’ll be selling
on your webinar. There needs to be a connection between the two; because as you
offer value and insight on your webinar, you’ll ease into “the next logical step” for your
attendees, which is to buy your course and get the results they are after.

When choosing your webinar topic, dig deep and ask yourself, “What core concept can I
teach that will make a big impact in a short amount of time, while leading my attendees
to the next logical step — my digital course?”

To help you choose your irresistible webinar topic, start by answering what I call “The
Golden Question” –– What does my ICA need to know, understand or believe before
they are willing to buy my course?

AMY PORTERFIELD How to Choose the Perfect (and Most Profitable) Webinar Topic | 4
 To help you answer the Golden Question, here are two additional questions that will help
you nail down your webinar topic:

» Where is my Ideal Customer Avatar (ICA) struggling the most?

» What is something my ICA really wants to learn, that I can teach in a digestible way,
while still leaving my ICA wanting more?

Remember, your goal is to create a webinar that is irresistible, relevant, and actionable
and that starts with the topic.

AMY PORTERFIELD How to Choose the Perfect (and Most Profitable) Webinar Topic | 5
 Here are 3 principles that will help you come up with a topic that is a perfect fit for your
audience’s needs and ALSO a perfect fit based on your knowledge and know-how,
allowing you to shine as the presenter.

Principle #1: Your topic must lead to a desired result.

The desired result can be a new mindset shift, a new opportunity, a new understanding, a
breakthrough, a new way, a new shift, or a new decision. Ask yourself, “If I were to ask my
ideal potential customer, ‘What do you REALLY want?’ what would they say?”

Principle #2: The more complicated you make it, the more difficult it
is to grab your audience’s attention.
There’s so much you want to share! I get it. However, I encourage you to restrain yourself.
Don’t throw everything and the kitchen sink into your presentation! Get SPECIFIC and
then go deep. Your goal is to make the biggest impact in the shortest amount of time.
Hubspot said it best, “Select a topic that’s broad enough to attract a large audience, yet
targeted enough to provide actionable advice that attendees can implement the second
they hop off your webinar.”

Principle #3: Give away some of your best stuff.

Don’t be afraid to teach your best content in your free webinar. This is how you build a
raving fan base! My mantra before every webinar is: “No matter if they buy or not, they
walk away today feeling inspired, excited and driven to take action.” When you don’t hold
back, your audience begins to think, “If this is free, I can’t imagine how good the paid
program must be!”

“
there is still nothing more powerful, leverageable or exponentially more
profitable than a well executed webinar strategy.

Amy
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 choosing an irresistible webinar title
Your Audience Cant Resist
Once you’ve decided on your webinar topic, it’s time to craft the perfect title that will
resonate with your ideal potential customers. Before you get started, don’t go down the
entrepreneurial rabbit hole where you spend weeks trying to come up with a title. That
would be a huge waste of time because there are more important things to focus on, like
creating the content and putting together your webinar promotion plan!

3 TITLE TIPS TO FAST-TRACK YOUR WEBINAR CREATION JOURNEY

#1: Every word matters.

When you get too wordy in a webinar title, things get too confusing and you overwhelm
your audience. After you’ve crafted a few webinar topics (options are good) look at every
single word and ask yourself, “Is it worth it?” Here’s a hint: Trigger words are always a safe
bet. Here’s a little inspiration:

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 #2: Be as specific as possible.
Specificity is the name of the game when choosing a successful webinar title. The best
webinar title focuses on just one concept and uses descriptive words to vividly paint the
picture. Here are a few title examples that focus on the specifics:

» How to Book 10 Coaching Clients in 10 Weeks: The Simple Portfolio Trick That
Makes New Bookings Effortless

» The Insider Skincare Secrets That Transformed My Skin in 14 Days (Less Wrinkles,
More Glow)

» Raise your Dating IQ: Leave the Fear, Frustration and False Starts in the Past, and
FAST TRACK Your Way to Love

#3: Survey your audience on social media.

If you are feeling stuck and just not sure which way to turn, turn to your audience for
feedback! Surveying on social media is a simple strategy that is incredibly powerful for
two reasons.

When you ask your audience for insight and feedback, you hear first hand from the
people you are hoping to attract when you start to promote your webinar. Their insight is
golden!

In addition, surveying your audience about your webinar title gives you a reason to begin
hinting that you are working on something new and exciting that you will be sharing with
them soon. Priming the pump is always a smart move!

Here’s how to survey your audience on Facebook:

» Craft three titles you think are strong contenders based on your webinar topic.
» Write a short (keyword here is SHORT!) request via a Facebook post, asking your fans
to give their feedback.
» Create an image using the three titles. Canva is an easy tool for quick images like
the example below.

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 Example

Survey Success Secret:

When you ask your audience to give you insight, you want to make it as easy as possible
for them to respond. That is why you ask them to “post the number next to the title”
(less for them to type) and that’s also why you only give them three options.

Less is more!
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 5 “attention grabbing” title formulas
To Get You Started.
To help you get those creative juices flowing, here are five ways to craft your winning
webinar title. Reminder: Don’t let yourself go down the entrepreneurial rabbit hole - I
might not ever be able to pull you back!

Here’s my challenge to you: Give yourself 72 hours to brainstorm and decide on a title and
then be done with it and move on. To help you move through this process quickly, here
are three of my best title creation tips. (PS: You’ve got this!)

#1: Curiosity Provoking

Your audience’s imagination is a powerful thing. A webinar topic that harnesses it is pure
gold. A curiosity-provoking topic gets them inspired, excited, and dying to know more.

EXAMPLE: Best Kept Secrets: The 5 HDR Shooting Techniques That Can Generate $25,000
in 5 Hours

#2: How-To Focused

You know the problems that your audience is facing--a “how-to” webinar appeals to their
practical needs by offering solutions (and hope!). This kind of topic assures participants
that their time with you will be well-spent.

EXAMPLE: How NOT to Lose Students Over Summer: Discover How Busy Studios Keep
85% of Their Students with This 4-Step System

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 #3: Behind The Scenes
Your audience is eager to not just learn, but learn about you. A behind-the-scenes
webinar topic not only shows them how you are succeeding at what you do, but builds
trust and rapport by letting them in on the details of your life.

EXAMPLE: A Behind-the-Scenes Look: Discover the EXACT Steps I Used to Land the $1M
Wedding Shoot that Doubled My Sales

# 4: Frequently Asked Questions

When you know your audience well, and you pay attention to what they ask you, your
webinar practically writes itself. Just take those recurring questions and comments and
turn them into solutions. Your audience gets what they want, plus they have proof that
you’re listening to them. Win-win.

EXAMPLE: How to Make $5,000+ A Month As A Freelancer Without Taking Soul-Sucking

Gigs (These 6 Simple Strategies Are Game Changers!)

#5: What’s Working Now

Here you can use the behind-the-scenes approach while also showing your audience
what you’ve been doing to get the results they want. Depending on your promise and the
webinar topic, this might mean you show your viewers the strategies that are working
in your business, or in your personal life or the results you’ve been able to get for other
people.

The key here is to touch on a topic that is trending or popular with your audience right
now. In the example below, “Challenges” are a hot topic in the online marketing world
right now, so that’s one of the reasons this title works!

EXAMPLE: How I Used a 5-Day Challenge on Instagram to Generate $28,534 in New Sales

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 ready for your next
Marching Orders?
I know you’re fired up and probably saying, “Alright, Amy, what’s next?!” And I hear you,
my friend!

You know I wouldn’t leave you hanging. After all, if you’re like me, you get excited about a
little bonus work (call me a teacher’s pet, if you’d like ;-)) -- especially if it helps you to keep
growing, learning, expanding, and serving your audience.

To help you take your webinar creation to the next level, I’ve rallied up five of my favorite
Online Marketing Made Easy podcasts all about webinars for your listening pleasure.

Grab a pen and paper (or pull up a Google doc), take notes, and then put these step-by-
step strategies into action to help you simplify your webinars, boost your sales, and make
a bigger impact.

1: #165: How to Troubleshoot Your Biggest Webinar Challenges

2: #196: 3 Surprising Strategies to Increase Sales on Your Next Webinar

3: #292: Student Spotlight: How This “Post Webinar Nurture Sequence”

Led To Over $11,000 EXTRA In Revenue with Karida Griffith Walker

4: #245: How to Use a Virtual Assistant to Make Your Webinars More

Profitable (+ Easier!)

5: #130: How to Sell on a Webinar (Without Being Overly Salesy)

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