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Webinar
Conversion Formula
By
Ruben Santiago
Founder

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Acknowledgments
To my mother who has always believed in me
To my sister and her unwavering love
To my wife who believes in me and puts up my crazy ideas
To my brother who keeps me out of trouble (the lawyer)
And to my daughter who I hope to inspire with actions!

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Webinar Conversion Formula
I can spend countless words and pages going into the details of a webinar but here today I am
going to break it down to what is effective and simple. I hope that you find in this enough to
help change your economic future.
Ruben S.
Understanding A Webinars Place
A webinar is not a strategy to make you money; it’s only one component of it.
Like a salesperson without a product, if you don’t have the rest of your systems or business setup a
webinarisuseless.Onthe otherhandifyouhaveyoursystemssetupawebinarcanbecomeyourmost
powerful sellingtoolusedcorrectly. Inshortawebinarpresentationisthe onlineversionof aspeaker
sellingonstageinfrontof alarge audience.Itgivesyouthe opportunitytocommunicate yourmessage
clearly, connect with your audience and make a lot of money within a very short period of time.
What is a webinar
Firstunderstandthe word:aseminarthat isdeliveredonlineviatheinternetisaWebinar. The webinar
platform of choice used online is gotowebinar.com. When a person wants to host a webinar
presentationtheyselectatime and date for the event.Theythensendan invitation linktoothersto
jointhem.Whenthe time of theeventstartsthe presenterlogsintohisorhergotowebinardashboard
and starts the webinar.Visitorswhoregisteredthroughthe invite linkcanthenlogonto the webinar
and viewthe presentersscreen.The presenterthencanpresenteitheraPowerPointpresentationor
actively show viewers something online or on their desktop in real time.
Where webinars fit into your system
Webinarscan be usedone of twoways.To sell orto fulfil aproductvia live webtraining.The type of
webinarswe willbe talkingaboutinthisbookletwill besaleswebinars.A Webinarisameansof selling
your product to people who are watching on their computer screens.
Why webinars are the best way to promote online
Webinars are the best method of promotion online because it is the perfect opportunity you, as a
content/software creator, have to connect with your audience. Webinars also give you the unique
opportunitytodemonstratethe powerof whatyouhave overaperiodof 45 –90 minutesandbecause
viewers know you are on the webinar with them they are motivated to stay on.
Videos VS Webinars
Oftennewcomerstoonline marketingview webinarsasa similarpromotionmethodtoa videoon a
sales-page. The two are far different so let’s explore why.

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Advantages of a video sales page:
Well created video sales letters sell products that are priced between $1 - $97 superbly.
People love to watch videos.
Videos are entertaining and can keep their attention.
You can connect in person with your audience.
Disadvantages:
There is no accountabilityonline,if someone startswatchinga videothere is nothingstoppingthem
fromscrollingawaymidvideowiththe intentionof comingbackto it later(Whichtheywill neverget
around to)
Advantages of A Webinar
You can connect with your audience.
You can gauge where your audience isat or whoyour audience is,throughquestionsand tailoryour
presentation on that webinar towards them.
It’s the only marketing method online that holds people’s attention for 45+ minutes.
A webinar creates accountability
A Webinarisa “one-time”eventsovisitorsare more motivatedtoturnup because if theydon’tthey
could miss out.
Free Webinars VS Paid Webinars
Should you charge for your webinars or not?
Online there are so many promoters in many of the niches out there that there is an abundance of
informationforusers.Whatseparatesyoufromall the othercontentoutthereisyourpersonalityand
ability to teach.
Here’sthe challenge though,if someone doesnotknow whoyou are or has not connectedwithyou
whatmotivationwouldtheyhavetopayyouforawebinartheyfeel theycouldgetelsewhereforfree?

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My point here is build a relationship with your leads using free webinars initially and then you can
promote paid webinarsonce the relationship is built. The listand your subscriberswill value it even
more then and you’ll sell even more spots.
Section 4 - Product positioning
What Is A Product?
A product issomethingthatdoesone thing.It solvesone problem.If youhave acne and you are sold
some cream torub overthe acne to repairthe damage that is a product.One problem one solution.
What Is a System
WhenIrefertosomethingasasystemthe meaningbehindthatisit’sacompletesolution.It’s notjust
one product it’sa bunch of products combinedtogive yourcustomereverythingstepbystepfromA
– Z. For acne it might be, multivitamins, a 30 day acne away booklet, the cream, concealer,
multivitaminsforpreventionin future with the promise that Acne will be gone for good in 30 days.
Looking at your market and opportunities to create and sell systems
How can you sell systems to your marketplace? What systems can you create?
Here are some examples of systems you could base yours on:
How to lose 15lbs in 7 days and maintain it
Newly discovered weight gain system reveals how to gain 15lbs of muscle in 7 days
Writing system reveals how to speed up your writing in 2 weeks or less A – Z
NewFacebookApplicationSellingSystemthatshowsyouhow togenerate $2500 inthe next2 weeks
Are you startingto understandwhatI’mgettingat?Oftenit’snot the productit’show youpositionit
that causes it to sell.
I have foundthat systemsare alwaysfar more effective tosell overwebinars.People are lookingfor
a solution to their problems most of the time, a way to get the issue solved all together. Webinars
allow enough time to give people the information they need to make an informed decisionas to
whether they are ready to buy the solution.

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Section 5 - Webinar Conversion script
Breakdown of steps of a webinar
1. Introduction to speaker
2. Introduction to topic and points early profiling
2a. Who am I (Point is to establish price, success and credibility)
2b. Why it's important
2c. How I started
3. My story
3a. My journey
3b. Where it's led me
3c. The biggest thing it taught me
4. Giving A Reason Why the Audience Should Stay
4a. What you're going to learn in this webinar
4a. What you'll be able to do at the end of this webinar
Introduction to speaker
Your introduction is important but not the most important part of a webinar nor most essential. It
adds credibilitytoyou,pre-sellsyoursystemand gives the audience a taste of what they will learn.
Here’s what the introduction should always cover:
- Your achievements
Thisisthe opportunityforthe hostto introduce whytheiraudience shouldbe excitedtohave youon.
It addscredibilityandthe more accomplishedyousoundthe more interestedthe viewingaudience is
going to be about your message.
- The system you are sharing
The host should always address the system you are going to be demonstrating for the viewer.The
more opportunities that you and the host have to talk about the system the better it’s going to be.
The audience thathasaclearunderstandingaboutyoursystemandwhatyouare abouttoshow them
will have a bigger thirst for wanting to find out more about it.
- What they will be learning

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The introduction should also introduce what the system you are going to be showing them today is
going to do for them. What is the benefit of sticking on throughout the entire 90 minutes.
“Today you’re going to walk away from this webinar after 90 minutes with a strategy we call Social
App System that will enable you to make $1500 by next week”
- Reference a testimonial
If you can have a testimonial referenced from your presentation that fits the profile of the type of
people that are likelyto be on the webinar immediately, they get the feeling that the information is
relevant for them and will stay on to listen to how someone who was like them broke free.
- Has the host used the product?
If you have helpedthe hostor introducedthe host to somethingthathas helpedthemwhichrelates
to the system, have the host reference this in the testimonial. This is verypowerful especiallyif you
have a host who has built a lot of trust with their audience.
Example introduction that hits these points:
Introduction to topics and points
Here isyouropportunitytotestwherethe audience isatandintroduce the audiencetowhytheyneed
to stick right to the end.
The best way to do this is to first of all get some engagement happening. Here’s some examples of
this in the “Make Money Online” niche.
Askquestionslike “Caneveryone hearme loudandclear?” “Where is everyone inthe worldtoday?”
“What are youdoingnowtotry and make moneyonline?”“Who’shere becauseyouare lookingfora
new opportunity today?”
This will give you a good feel for what the audience is doing right now.
With each of these questions follow with answers that compel people to feel like they need to stay
on.
Here are some examples:
1. “What are you doing now to try and make money online?”
“Great well what I’m going to show you today is going to help you a lot in those niches”
2. “Who’s here because you are looking for a new opportunity today?”
“Excellent well I’m going to show you a new opportunity today that if done correctly can bring in
between $1000 - $4000 your first month”

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Followonfromthese twosentence’sbysaying“Who’sexcited aboutthat?Isaidwho’sexcitedabout
that?”
Once you’ve found out who your audience is and what they are interested in, you then officially
introduce your topic.
“Well if you didn’t already know it my name is Sam Bakker and today here’s what we are going to
cover:
A BigBreakthroughThatChangedThe WayI View BusinessAndWillCatapultYourBusinessesGrowth
Starting Today
How To Manage Your Time So You Generate The RightAmountOf ClientsToMove You At The Speed
Of Light To Your Goals.
A ThoughtProcessThatHas GeneratedMe HundredsOf ThousandsOf DollarsOnlineAndWillDoThe
Same For You Once You Understand It’s Power!”
Early Engagement Is Key:
If you are presentingalive webinarthroughoutthe engagementprocessyouwantto be referencing
people byname “Always”.We ashumanbeingslovetohearournames.Whenyoumentionsomeone
they will connect with you more so call out as many names as possible in the following format.
“Tom Says:”
“…….That’s from Joe”
“Ahh good to see you again Alex…. Alex says:”
This is the beginning of the webinar and if you do this correctly it will prep everyone for what’s to
come and get them excited enough to stay on for the majority of your message.
Who Am I (Point is to establish price, success and credibility)
The purpose of talking a bit about yourself is to add something unique to your presentation and to
help people connect with you early on.
It should be relevant to how you run your business and how you live your life right now. You might
want to include a photo of your kid/kids, your office, where you live right now. It needs to be
something personal about you.
Quick tip: Use this for seeding your system/price point
“I’ve just been running even as recent as last week a training for Social App System attendees paid
$6000 to be a part of”

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Why It's Important
Whyare youqualifiedinyourcurrentsituationtoteachthem!Whatcanyousaytoyouraudience that
demonstrates they should pay attention to you on the webinar and listen to you because you have
what they want?
How I Started:
It’snowtime to make the presentationmore real forthem.Thisiswhere youtake themthroughhow
you startedand whatgave you the breakthroughinyourlife tobring youto where youare now.This
should have, “Aha,” moments throughout. Start with “How I got started” or “How It Happened for
Me”
Talk about details of what life was like and make sure that your story aligns as much as possible to
where your audience might be right now. You know you’ve got your story right when audience
members are saying “That’s where I am right now” in chat.
-My Journey
What changed for you? What suddenly catapultedyou in the right direction? Oftenit happensafter
meetingsomeone,maybeacoach?Ordiscoveringasystem.Write downwhatchangedthatwokeyou
up from the environment your listeners are in now.
-Where It's Led Me
Where didthis discoveryleadyou?Whathappenedfromthen?What changedin yourlife?(Without
revealing the details of what instigated the change in your life.)
-the biggest thing it taught me
What’s the lessonnow?The bigAha moment.Thisshouldalwaysbe somethingrelatingtowhat you
are going to sell at the end of the webinar presentation. This point here is extremely important,the
story isuselessunless youhitthe right point.Here are some example mini storieswithpointstogive
you an understanding about what I mean by this.
Selling A System Story #1:
I would buy product after product not really knowing what it was all for. SometimesI would miss
birthdaypartiesorfamilygatheringsbecause Ihadadreamand I knew thatif I stuckto it I wouldfind
success. 2 years went by of purchasing products and simply sucking up information till my
breakthroughcame…Idiscoveredasystemthatwassellingfor about$3000. It promisedtogive me a
full step by step breakdownof how to go from A – Z and make money using Facebook. At firstI was
sceptical but I jumped in anyway and I made a discovery that very few marketers ever make.
Here’s what I learned – If you want to cut the line and reach success in your life fast don’t buy
products… Buy a system that gives you everything from A – Z and stick to it!

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Selling A Coaching Program Story #2:
I would buy product after product not really knowing what it was all for. SometimesI would miss
birthdayparties,familygatheringsbecause Ihad a dream and I knew that if I stuck to it I wouldfind
success. 2 years went by of purchasing products and simply sucking up information till my
breakthroughcame…I decidedIhad had enoughandI contactedone of these guru’sand askedhim
howit reallyhappenedforhim.Howhe reallybroke throughbecause Ihad my doubtsas to whether
simply buying products could really bring success online for anyone from what I had seen. Then he
toldme that he boughtproductsto but the difference betweenhimandthose who didn’tsucceedis
that he had a coach.
Here’s what I learned – If you want to cut the line and reach success in your life fast don’t just buy
products… Hire a coach who can guide youand tell youthe exact stepsyou needto take in orderto
reach success.
-What You'll Be Able to Do At The End Of This Webinar
Once you’ve finished making your point about what changed in your life you need to reaffirm that
theyare goingtobe able todo the same thingyoudidif theylistentoyou.Soif itwas thatyou found
out a systemwas what you neededyouneedto use the followingsentence toestablishandmake it
clear to them they are going to get that.
“So by the end of today you’re goingto leave with a complete A – Z strategy for making X in X days.
Who thinks that sounds good?”
5. Story #1/case study
5a. What happened
5b. Where are you at right now?
5c. Here's the actions you need to take to get to X
6. Story #2/case study
6a. Here's what happened
6b. Here’s what it did for me
6c. How can you improve your marketing doing this?
6e. - Strategy #1
6f. - Strategy #2

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6g. - Strategy #3
7. Final Advice
7a. - Offer final piece or some information that helps do X with those strategies
7b. - Your why
7c. - My Why
7d. - How can you get to where you want to go (Offer guidance)
8. Story #3/case study
8a. -Here’s what happened
8b. - Here's what I learned
8c. - How can you improve X doing this?
Content segment – 45 minutes
Now we get into the content segment of your talk. This is very important for establishing trust with
your audience and demonstrating that you know what you’re talking about.
Again our intention of this content segment is to lead our visitors to the decision that at the end of
the webinartheywantto purchase yourproduct. In orderto do that we needtoholdtheirattention
while showing them parts of our system that will encourage them to purchase more.
There are three main ways we can do this:
#1 Show them the entire systems so all questionsare answered then the pitch is going to give them
the opportunitytospeedall those steps up with guidance.(Worksbestwith webinarswhenthere is
software or an event pitched at the end)
#2 Take 3 pointsfrom yourcourse or three tipsthat are new, thatpeople willgetsome real valueout
of and use those throughout your presentation (Best with personal coaching programs)
#3 Take one strategyfor gettingXresultsinX days and teachthat. Breakit up into3 parts each point
intertwined into a story or case study (Best for information based products)
The stories used in your webinar presentationare presentedin different ways and in different parts
of the webinar with differentintentions. I will list out all withdetails in thisguide so you don’t have
any questions as to when to use certain stories and how to position others.

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-Story #1/case study
People listentostories,the difference betweenwebinarstoriesandothersis they needto be quick,
to the point, establish the point you are trying to make. Stories can also work very well if they are
featuredmuchsimilartoacase study. Yourfirststoryshouldbe the firststepsintothe systemyouare
revealing.Itshouldbe thefirstAhamomentbutstill beattainable andeasytounderstandforviewers.
If you can, you want to make sure this is a BIG point and a BIG Aha moment for the reader.
If youcanchoose storiesandtopicsthatrelatetowherethe viewerisrightnowthe betteryou’llrelate
to the audience, gain trust and make money.
- What Happened?
Start withwhere yourcase studywasattheirworstpointorwhere youwere atyourworstpointthen
move into what changed. (Like your original story – where you were when you first started”)
An example mightbe forthe case study youshow a photoof a 60-year-oldman (Yourtarget market)
then say
“This is Tom, he’s 60 years old, unemployed entrepreneur who has a
determination to make money online. He had been trying for the past 5
years without making a dime… his wife was about to leave him if he didn’t
start supporting his family soon… Then it happened
-Where are you at right now?
Are there any Tom’son this webinarrightnow who wouldlike toknow how he didit! How he broke
free. Here’s what changed for him.
-Here's the actions you need to take to get to X
In your first story you want to make the point one that is an Aha moment and not necessarily a
strategy. Your best Aha moment, this is the place to use it.
Thisis goingtowarm themup,if you can give themthe impressionandbelief theycandothisas well
then they are going to stay on to the very end to find out about your offer.
- Story #2/case study
The second story is the preparation for 1 strategy that should be broken up into 3 parts but clearly
linked. This builds excitement when delivered in this format and the viewers will really feel like they
are learningsome reallygoodstuff.Thismid-pointisthe mainpart that viewersdropoff before your
offer so it’s important the strategies you reveal keep them plugged in and engaged.
-Here's what happened
List out what happened e.g. “Found a method for X and doing it in X”

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-Here’s what it did for me/case study
List out what impact it made in yours or you case studies lives making sure it sounds attractive to
listeners.
- How can you improve your marketing doing this?
Ask the question. Who would like to learn how X was able to do this?
Do you think if you had the same knowledge you could do the same thing?
Are you ready for me to reveal the exact strategy he used?
3 Strategy Excitement Builder
Choose one bigstrategyor systemanddivide itupinto3 parts, so if youwere to give someone just2
parts they would have a lot of questions but as a group it’s all someone would need in order to
understandand implementwhatyou’re teaching.Thisisvery importantbecause if the audience has
questionstheywill stayonthe webinartofindthatout howeverif youdonot answertheirquestions
eventually throughout your presentation sales will suffer. Make sure there is a clear divide.
Here are some examples:
How to get clients through Facebook
How to successfully lose weight
How to build muscle
How to find true happiness in life
Time management
While youare deliveringthesestrategiesconstantlyask“Isthisgoodstuff?”, “Whothinkstheycando
that?” “Are you ready for another piece?”
Thiswill keepaudiencesengaged,give youfeedbackonhow receptive the audienceistowhatyou’re
showing them and it’ll build the excitement for the system you are going to sell at the end of the
webinar.
- Strategy #1
- Strategy #2
- Strategy #3
- Offer final piece or some information that helps do X with those strategies
Once you’ve finished revealing your strategies
Story #3/case study

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Your final storyneedstoleadintothe pitchsmoothly.Youneedtorelate againtowheretheyare now
and then deliver them with a big Aha moment that gets them very excited about what you have to
offer. This is the time to bring out the best testimonial you have or best case study. Stick to more
general principleswiththisfinalstory,themore peopleyoucangetinterestedornoddingtowhatyou
are saying at the end the more sales you will make when it comes to the pitch at the end of the
webinar.
I commonlywill use astorywhichrelatesto “What isyour why”or “SystemsvsProducts”on thislast
point.
-Here’s what happened
Finda storythat relatestoyouraudience ora case studythatonce againsummarizeswheretheyare,
a place they are that they would like to change.
- Here's what I learned
Add what you learned or your case study participant learned here that helped them make a change
for the better.
- How can you improve X doing this?
Give an example of what happens when you make a change like I/X did
- How can you get to where you want to go (Offer Guidance)
Thispointisveryimportant.Nowlistoutwhattheyneedtodo.Itcouldbe “Youneedtofocusonstep
by step training” or “Find a way to always be held accountable to your why”
Close
9. Close
9a. Here’s what I want to help you achieve
9b. In X you will achieve
9c. Here’s why I’m doing this
10. The offer
10a. List out offer
10b. Special bonus with scarcity
10c. More scarcity
11a. Price Reveal
11b. Risk Reversal

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12. Q&A
The close isthe mostimportantpart of your presentation.Yourgoal in the close shouldbe to deliver
all the informationaboutyourpackage so it’sclear and leavesnodoubtin your attendeesmindthat
theyare readyto jumpin.You’ll knowyouhavesold well ifyouhave peopleatthe endof the webinar
not asking questions but telling you that they are “in”.
The transition from content to the close should be smoothand the buyer should not realize it’s the
close until you show the product and start talking about the benefits.
-Here’s what I want to help you achieve
Thisshouldfollowonfromyourlastpointinthe contentpiece andbe relevanttowhere theyneedto
go.Here youare goingtodeliverforthemwhatyouwanttohelpthemachieve.Whatis theirlife going
to looklike whentheyreachthispoint?Thisneedstobe a little emotional –more so than the rest of
the webinar and it needs to be framed correctly.
Here’s an example of the framing. “We do survey’s with our list on a regular basis and what we’ve
foundis the one reason that holdspeople backfromrealizingwhattheyreallywantistheyhave lost
theirwhy, whythey are doingthis.All that I’ve gone over today isuselessto youif you don’t have a
why,sowhatI wantto encourage you todo rightnow iswrite down –what isyourwhy?Whyare you
doingthis?Isitforyourfamily?Isitforfreedomfromwork?Whatisit?Becauseoverthe next6weeks
I want to help you get there”
-In X you will achieve X
Nowit’stime to beginmakingyouroffer. Here youneedtocreate a picture intheirheadaboutthem
reaching success in a certain amount of time and what it will look like. If they don’t have questions
about your presentation, they trust you and they can clearly see how they will achieve X with your
system then they will buy. The final question they should have in their head is “Why are you doing
this? Why is this going to be such a good deal I can’t resist but to buy?”
-Here's why I’m doing this
Now it’s time to answer the most common question,if you don’t answer this question correctly for
many of your viewers then you’ll find they think it’s “Suspicious or too good to be true” that you’re
offering such a package. This obviously isn’t the case with all offers but it is for most.
I usuallyanswerthisquestionforthe prospectbystating“Youmightbe wondering…Samwhyare you
sharingthisinformation?Andyou’re right;the firstthing I thoughtafterputtingthisoffertogetheris
this is too good to be true. Here’s what many of you will notice a few months from now when you
have whatyou wantin life…It’sfuntogive othersthatsame opportunity.Thisisnota jobfor me this
ismy passionandmy missionascheesyasitmay sound, isto helpasmanypeople like youasIcan to
help. It’swhatIdoeverydayandit’swhatIlove doing.SowhatisitI’mofferingtodayyoumightask?”

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-The Offer
Lay out clearlynowin thissectionexactlywhattheyare aboutto receive aspart of your system.You
want to breakdown eachpointor part of your systemso theyunderstandwhatitis and its benefits.
Do not go over 4 minutes for this part of the close. It’s important to keep the excitement of the
audience, get the information out in a fun way and get as many people enrolling as possible. You
should do this step in multiple slides.
-List out offer
Now dedicate one slide to detailing your offer completely. Use PowerPoint’s animator to re-affirm
what customers are going to receive when they purchase your system. Just brush through this fairly
quicklyandsummarize whattheyare gettingsoit’sclearto themif theydidn’tquite graspany of the
pointsyoumentionedearlier.Addvaluestoeachof the pointsyouhit so expectationsof ahighprice
for a highly valuable product is established.
-Special bonus with scarcity
A special bonusalwayshelpstoincrease urgencyandgetpeople off the fence.Certainbonuseswork
better than others on webinars.If you have to select only one bonus thenI recommendusing some
sort of group coaching or one on one private coaching for individualsthatgetit right away or within
the first5 purchases.Howeverif youhave anotherbonuslinedupforyoursecondexcitementbuilder
you can use a software or a highlyvaluable digital productof yoursthat allowsyou tobuildthe value
fast.Anothergoodoptionisusingphysicalproductyousendtotheirhouse –thishasa highperceived
value.
-More scarcity
Time to layer it on now. This is the excitement builder – it’s goal is to get anyone thinking about
purchasingyourofferwhoisonthe webinaroverthe lineandbuyingimmediately.The bestofferhere
is5 spotsof one on one coachingif theyjumpinnow.Or the firstX amount of people (Make sure it’s
a good number where people believe they could miss out) get group coaching throughout the
implementation of the course.
Before you finish this step if you want to build even more excitement feel free to ask the question
“Who’s excitedandcan’twait to get in?”thenas people saytheywant“In” readit out “Bob’s saying
he’s excited, Toms getting in, Johns getting in” this will build some urgency that as soon as people
knowwhere tobuytheyneedtoif theydon’twanttomissouton the specialoffersyouhaveavailable
on the webinar.
-Price reveal
Here you want to include a slide that says “Get access today for just….”
Here you can reveal the price and the url also.Now emphasize how importantitisthat theyact fast,
that these spotsare goingto sell outfast and youcan’t waitto helpthemachieve whattheywant in
life. Push this slide as if you were an auctioneer.
-Risk reversal

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There are going to be some people on the webinar who don’t necessarily have enough money to
purchase your system, maybe they’ve bought products in the past but not ever found success with
them. These people are not concerned about your bonuses because they are more scared of failing
than succeeding. Because this is the case include a slide you can switch across to that still has the
purchase URL on it that has a “30 day money back guarantee logo on it” (If that’s what you want to
offer) and that will get the final potential buyers over the line if they had those doubts.
-Q&A
This sectioniswhere youare able to engage withusersbut the real reasona Q&A is essential isthat
there will be somepeople onthe fence aboutpurchasingyourproducts.Theymayhave questionsand
if you can answer their questions correctly they’ll jump in and purchase.
If youhave a numberof questionsaskedof youwithinashortperiodof time,focuson the attendees
asking questions that look likely to produce a sale.