A big game hunter in India was walking back to the village when she rounded a corner and suddenly found herself staring directly into the eyes of a magnificent tiger. Fearing for her life she quickly raised her gun and fired, missing the big cat by inches. It sprang toward her. She ducked and felt the hairs on it’s belly graze the top of her head as it passed over her. The big cat landed 10 feet behind her and then turned and ran off into the woods beyond. Fortunately, they both would live unscathed to hunt another day.
The following morning the hunter decided she had better work on her shooting skills and set about testing her aim at a target on the outskirts of the town. As she prepared for her third shot she heard a rustling in the long grass to her right. Looking in that direction she saw the tiger from the previous day. He was practicing taking shorter leaps.
In many cases achieving better results is not about big changes you have to make, but rather mastering the short leaps that add up to continuous improvement.
Webinars are Everywhere
You have no doubt noticed how rapidly webinars are becoming a marketing vehicle of choice for companies large and small. Once reserved for special events or large corporate online training, the webinar has become the go to tool for online marketers hoping to engage and expand their audience. The good news is the technology is getting better and more accessible. The bad news is we are not just seeing more webinars, we are seeing many more atrocious webinars. Most often not because the technology crates challenges, but rather the presenter drops the ball. What can you do to avoid contributing to the carnage?
Take Short Leaps
In this series on delivering better webinars, we are going to focus on some of the short leaps you can take to ensure your webinars shine. We’ll roll these ideas out over a series of posts. Each post will be designed to deliver some quick and easy actions you can take make your webinar presentations stand out from the crowd.Future posts will look in more detail at technology considerations and how effectively plan a well crafted presentation. But for now, we’ll assume you’ve already taken the leap and pulled together the basics to start delivering webinars.
One challenge that too many presenters overlook is managing expectations. This is actually low hanging fruit on the path to better webinars. When your audience knows exactly what to expect and you deliver it, your webinar immediately moves into the top tier. Let’s look at two initial strategies.
Most webinars have a learning objective. The goal is to have the audience come out of the webinar with knowledge they didn’t have going in. Ideally that knowledge is also actionable, meaning they can do something constructive with it.
The first rule of good learning design is to have and share clear objectives. Be sure to do that with your webinar. In your promotions don’t just provide a list of topics. Instead, explain those topics in terms of outcomes. According to the respected learning objective design guru Robert Mager:
“An objective describes an intended result of instruction, rather than the process of instruction itself”
So tell your audience what they should expect to be able to do differently after your webinar. For example, if you were promoting a webinar about using Facebook for business, don’t just list that you will cover ‘Creating Fan Pages’. Instead say, “The webinar will provide you with a step by step process you can implement to build your first Facebook Fan Page in just 20 minutes”.
The Length of Your Webinar
This is one area that is very often abused by webinar creators. It’s a pretty safe bet that have you attended more than one webinar that ran well over the allotted time? In fact, it is so common that you probably favorably recall the few that ended when they said they would.
The causes of webinar overrun are:
The solutions are relatively simple:
Lastly – don’t assume there is any reason why your webinar should be structured around a one hour timeslot. If you can address your topic in less time DO IT! You can stand out from the crowd and have a much more satisfied audience if you design your webinar to run for the minimum time required to cover the topic effectively. Then communicate that length to your audience and stick to it.
So there you have it. The first two of many strategies we will share to help you deliver best in the world webinars. We’ll be back in the days and weeks to come with more action oriented short leaps to better webinar presentations.
Six Moments to Recurring Revenue
4 Surprising Reasons You’ll Be Glad That Intuitive Marketing Strategies Are Dead!
What Are Your Customers Learning From You?
It’s time to make your marketing invisible
So Much to Learn
Are Invisible Sales You Can’t See Killing You?
Short Leaps to Better Webinars #1
Please log in again. The login page will open in a new tab. After logging in you can close it and return to this page.