Ya’ll know this acronym, right? WIIFM: What’s In It For Me…
When your webinar invitation lands in someone’s inbox, you may only get one shot at that person actually opening your email based on the webinar title. Likewise, social media posts are limited and time-sensitive, so there’s one chance to get someone to click and read more. If you pass either of those tests (congrats!), then it’s up to your webinar description to seal the deal and compel that person to actually register. Therefore, in the age of “I’m super busy”, the WIIFM is an important piece to crafting your webinar messaging…and hooking registrants.
Your title should be clear and compelling
What is compelling to one audience is not to another. Know your target audience and decide on the goal of your webinar. You want your potential audience to make the connection as to why the webinar could be important to them (WIIFM). Steer clear of marketing-speak (eh, unless you’re presenting to marketers). Two of my personal pet peeves are “thought leadership” and “knowledge transfer”; they are vague, often misused, and basically mean “ideas” and “training”. Keep it real.
I did a quick search for upcoming webinars and found the following titles (A), then re-wrote them (B). I don’t know the intended audiences and I’m doing this very quickly, but hopefully you get the idea.
A: Food Marketing Claims in the United States: Regulatory and Litigation Risks
B: Top Ten Litigation Strategies for U.S. Food Marketing Claims
A: Laboratory Water Quality
B: Improve Laboratory Testing: Regulatory Compliance for Water
A: The ABC’s of Webinars
B: For Webinar Newbies: What You Need to Know
Your webinar summary should be descriptive yet concise
If your descriptions tend to resemble epic novels, no one will read them. People skim information at best. Write a full description, then edit it down to the main points. Prioritize the information with the most important items at the top (like the WIIFM), then the next most important, and so on. For example, if you’re presenter is what will attract the audience, place that at the top. If your webinar is for Mac users only, this should be stated early in the description. Additionally, break up the content and format with bullet points so that it’s easier to read at a glance.
Once you’ve set your title and description, if you use an email list service, like MailChimp or Constant Contact, you can analyze how many people open the webinar invitation or click the registration link. If the number of opened invitations or registration clicks is low, it could mean you’re missing the mark on something as simple as your webinar title and description…and now you know how to fix that!
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Corena Bahr is a webinar consultant and producer determined to end the average webinar snoozefest. Through her consulting company, YourWebinarGuru, she teaches how to transform one-way marketing webinars into two-way interactive learning experiences that deliver value, build relationships and add income.