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How to build a webinar to get clients for your nonprofit consulting biz

a woman looks at her computer screen. She is wearing glasses, with pieces of paper on the table. She si working on creating a webinar.

Are you stuck at a certain level with your consulting income? Do you want a quick easy way to get more consulting clients? Let’s talk about how to level up your consulting with webinars.

Throughout my 13 years of working in the nonprofit consulting industry, I have managed to make thousands of dollars through virtual speaking gigs as well as in-person ones.

For 10+ years I’ve helped incredible nonprofit folks go above and beyond their goals- in their fundraising and in their jobs! Now I’m working with consultants as we navigate this new reality.

If you want to get more clients, speaking gigs can help you. The following post is a small but consistent extract from a presentation I made for the Nonprofit Consulting Conference. In this blog post, I’ll share with you the best tips on how to build a webinar that will make an impact on your audience and sell your consulting services.

THINGS TO CONSIDER WHEN BUILDING A WEBINAR

1.  Connect with your audience:

The last couple of years have been extremely challenging for everybody. We are operating in a high-uncertainty environment. The air is filled with anxiety and fear. In order to be able to promote your services and help other nonprofits or businesses, it is very important to recognize how you’re feeling within your own business, and then to also bear in mind that your attendees might feel the same way. In the following chart you’ll be able to recognize the different ways we can respond to a threat and how these can affect people’s attention.

For this reason, you need to connect with your audience and let them know that you understand them and you’re there to help them achieve their goals.

2.  Promote yourself:

These are some ways to promote your work in a speaking gig and that you need to consider when you build a webinar.

–        Case Studies: Talk about how you’ve helped other clients

–        Share your key testimonials

–        Give a downloadable resource, like a pdf

–        Showcase the logos of people you’ve worked with or from longtime clients

–        Tell people how to work with you

–        Give a deadline for people to reach out to you

3.  Keep people engaged:

  • Create lots of interaction: Pause for comments and questions from the public
  • Create digital interaction: Let people write on the slides so other people can see
  • Don’t use apps that makes the webinar or interactions complicated
  • Take the temperature of the room
  • Slow down your voice, get emotionally centered.

Here’s an example of a question I ask when presenting a webinar to an audience, so I can receive feedback and also take the temperature in the room.

example of how to build a webinar, and check the temperature of the room, since people's attention spans are shorter. It says Slow down, speed up, keep up this pace. Type in the chat.

Source: Mazarine Treyz

4.  Generate curiosity:

The highest-converting webinars are the ones that pique curiosity. If you’re wondering how to build a successful webinar? Then use these examples of things you can say in order to generate intrigue.

  • MISTAKES: “Are you making these five mistakes with your strategic planning?” gets someone thinking. They think, “well, I don’t think so, but now I’m not so sure.” If you’re targeting perfectionists, this kind of topic will entice them to opt in.
  • MORE MISTAKES: A mistakes B PEOPLE make that cost them $C: “10 mistakes executive directors make that cost them THOUSANDS.”
  • How to AMAZING A without PAINFUL B: “How to get more unrestricted funding without yet another grant proposal”.
  • How to AMAZING A in B TIME FRAME: “How to start your major gifts program in less than a week”.

mazarine teaching a group of people, getting REALLY excited in a coworking space by sharing how to build a webinar

HOW TO BUILD A WEBINAR?

Step 1. Decide on the endpoint:

This might sound obvious, but your webinar needs to be very closely related to the thing you’re selling. So, take a look at your sales page again. What are you promising?

Step 2. Brainstorm webinar topics:

Take a look at your sales page. Or, even better, take a look at the thing you’ve attached to the “buy” buttons on your sales page. It’s awesome and worth every single penny you’re charging (if not more).

Step 3. Let it rest:

You need to let it breathe. So once you’ve brainstormed, go on a walk, unplug, take a long shower, and step away. Let the ideas stew, and come back later.

QUESTIONS TO ASK YOURSELF WHEN BUILDING A WEBINAR

·        What do you think are your audience’s frustrations?

Focus on the things that really frustrate them that your offer can help with. They don’t have your offer, yet, so they’re in the “before” stage. What does the before picture look like for your audience?

·        What does your audience want?

When they envision a future without this pain point for themselves, what does it look like?

·        Now… what do they really want?

You know that the top frustrations are symptoms of the problem your audience faces, not the actual problem itself. What is their real problem that your offer solves?

·        What does life look like if they don’t transform?

Not if they don’t buy from you, but if they don’t take the necessary steps to transform altogether. Going in the WRONG DIRECTION, chasing grants, etc.

·        Why did you create the presentation?

What makes this webinar special?

·        What are some of the results people will find once they implement what you’re going to teach them?

If someone implements everything you’re suggesting, what sort of results will they see?

–        Saving time

–        Making money

–        Improving their life in some specific way

Conclusion

This blog post is just a small extract from the video presentation I made for the Nonprofit Consulting Conference. I highly recommend you to watch the full presentation and learn more about:

–        What your business always needs

–        The best ways to get referrals

–        My secrets on how I get so many speaking gigs

–        And much more!

As nonprofit consultants, our role is to establish a relationship with our clients and help them build stronger relations with their donors. My role is to help you and your consulting biz ask for more, work less, have more fun and increase your number of dream clients.

INTERESTED IN LEARNING MORE ABOUT HOW TO BUILD A WEBINAR FOR YOUR NONPROFIT CONSULTANCY?

Watch the On demand FULL PRESENTATION HERE

IF YOU WANT TO LEARN MORE ABOUT NONPROFIT CONSULTING AND LEARN THE RIGHT TOOLS TO INCREASE YOUR NUMBER OF CLIENTS, SAVE YOUR SEAT FOR THE NEXT CONFERENCE here: Nonprofit Consulting Conference

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Mazarine

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