If you have ever run a live webinar, attended someone else’s webinar, or thought about presenting a webinar of your own, you might be wondering how much of that webinar should you teach and how much should you sell whatever it is you have to offer.
I always get people asking me what percentage should I pitch, and what percentage should I offer content? This is really a silly question. The answer to both questions is however you long you need to present.
I find that when I look at my webinars, especially the 1-hour webinars, I offer 45-minutes of content and 15-minutes of pitch. I am worried about offering this kind of advice and these kinds of numbers because I don’t want you to time yourself in this way. I don’t want you to talk for 45-minutes and then have a timer go off and then you suddenly transition into a 15-minute pitch.
You need enough time to explain your offer and get people enough time to buy from you, or at least ask you questions. For that reason, I think 15-minutes is a good amount of time during a live webinar but half an hour is too long. If someone is late, they will join when you are already in pitch mode.
Don’t worry about the exact percentages. Teach the lesson you have to teach. Teach about four or five important things, and then explain everything that is within your offer. Explain the pieces, show the testimonials, show the sales letter, show the order process, go into detail about what people get immediately when they join. Don’t worry about the exact percentages.
You will probably know if you are going too far in one way or the other. If you have so much content and so little pitch that all you do is simply mention a URL, you are obviously not going to get much traffic or many sales.
If you find that most of your speaking is a simple pitch fest, you are also going to turn people off and you are not going to build up enough trust. The real way to tell if your presentation has too much content or too much selling is if you don’t make money from that presentation. It is that simple. That should answer your question of how much pitch and how much content should you present.
As a general guide, I would tell you to have 15-minutes of pitch for every hour you present. You will know if you are speaking a pitch fest, or if you are chickening out on the close with practice.
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