CONVERTYou want to convey that it is a training session. A lot of people know that
if they are going to a webinar, they are going to be pitched, so you want
to really play up the training aspect. You're going to get 45 minutes of
training in these seven productivity tools, these five gardening tips, these
three foods... You are really going to want to play up the information
that you’re going to be giving them before the pitch and actually key in
with what some of the features and benefits are.
The body copy does not need to be any longer than 100 words or so. You
want to make sure that there are obvious benefits in your body copy. If an
affiliate is promoting it, if somebody else is actually mailing their list for
your webinar, include their name on the signup page.
One of the things I like to do is, “Joe Affiliate Presents 5 Foods You
Shouldn’t Eat” or “Randy Affiliate Presents 7 Productivity Tools That
You Need in Your Business.” Don't have any more than 100 to 200 words
for the body. You don't need any more than that. The rest is going to be
filled out in the features and benefits section.
For the features and benefits on the signup page, this is really a fun little
experience, not only in these signup pages, but in copywriting in general.
As with any copy, features and benefits should be well outlined. So, a
feature is a descriptive element and a benefit is why it matters.
For example, in your webinar signup page, “We’ll reveal the number-one
food item in your shopping cart that is preventing your weight loss, so
that when you cut it out, you can feel the excess fall right off, and drop a
dress size the same week.”
So, the feature will reveal the number one food item in your shopping
cart that is preventing your weight loss. The benefit, why it matters, is so
that when you cut it out, you can feel the excess fall right off, and you
drop a dress size in one week. That's the benefit. That's why it matters.
One of the things about features and benefits is that people don't buy
features. People buy benefits. You don’t buy a drill, you buy the hole it’s
going to make. It’s the same way to think about the features and benefits
in your signup page or your sales copy or your opt-in pages. Always
provide the feature and the benefit together.
Another example is: “You will discover the top time-killer in your day
and what to do to avoid it, so you can turn your 8-hour workday into a
turbocharged day that delivers 20 hours worth of work.” So, the feature
is the top time-killer in your day and what to do to avoid it; the benefit is
that you can turn your 8-hour workday into a new turbocharged day.