How to Set Up a Webinar Experience That Keeps Your Audience Listening

Many of us spend a great deal of effort promoting our webinars.

We send invitations, write compelling descriptions, and persuade people to attend.

Have you noticed that once they arrive, many presenters make a common mistake?

They begin with an agenda slide.

An agenda does not inspire curiosity. It does not create anticipation.

If you have successfully sold your audience on attending, your next responsibility is to sell them on staying.

Why not create an experience preview?

Here is an example from a recent webinar, my colleague Bill Stainton and I hosted with legendary record producer Ken Scott, who worked with the Beatles, David Bowie, and Elton John…this is how I set it up.

“Welcome to an intimate conversation with the legendary record producer and author of Abbey Road to Ziggy Stardust — my new best friend, Ken Scott.

I am your host, Patricia Fripp, or as some of you know me, Fripp the Sister.

My co-host is twenty-nine-time Emmy winner Bill Stainton, author of The Five Best Decisions the Beatles Ever Made.

He told me, “If I can co-host this conversation, you can have one of my broken Emmys from my garage.”

It might interest you to know who is in our audience.

We have Hall of Fame speakers and rock musicians,

And rock musicians who are Hall of Fame speakers.

Music producers and a photographer of rock stars … who is also a rock-star speaker.

Two retired Microsoft executives who are now professional musicians,

Best-selling authors, international speakers, and executive speech coaches.

Here is what you can look forward to.

I will begin by asking Ken about his early days at Abbey Road Studios and how, within months, he found himself working with the Beatles.

Then Bill Stainton will ask questions about the creative process behind some of the most famous recordings in music history.

Then we will open the conversation to our audience so you can ask Ken your short, specific questions.

Just sit back and enjoy…what could very well be…a once-in-a-lifetime opportunity.

Why This Approach Works

Notice what this opening accomplishes.

You:

Create anticipation
Establish credibility.
Create anticipation
Build curiosity.
Invite the audience to feel part of something special.
Persuade them that they made the right decision to attend.

A Simple Formula You Can Use

When opening a webinar, consider including these elements:

1. A compelling welcome
   Introduce the topic and the guest in an interesting way.
2. A touch of personality or humor
   This immediately creates a connection.
3. A glimpse of the audience
   Mention who else is in the room. It adds energy and credibility.
4. What they can look forward to
   Preview the experience instead of listing an agenda.
5. An invitation to participate
   Let the audience know how they can interact.

Remember this principle.

You sold them on attending.

Now sell them on staying.

That small shift in language can transform a routine webinar into a memorable experience.

Fripp Tip

Replace Your Agenda with Anticipation

Many presenters begin webinars with an agenda slide.

Unfortunately, agendas rarely inspire curiosity.

Instead of telling your audience what you will cover, tell them what they can look forward to.

When your audience hears phrases like:

• “You will discover…”
• “You will hear the story behind…”
• “Later you will see why…”

They lean in with interest.

An agenda informs.

Anticipation persuades your audience to stay engaged.

“Patricia Fripp is amazing. As a speech coach, you’ll never find anyone with her wisdom, experience, and ability.”
Bhavin Shah, CEO & Founder, Moveworks