The Chirofunnel Podcast: Episode #274 – How to CRUSH IT with Webinars

Host: Dr. Chad Wohlner
Release Date: February 16, 2021
Podcast Description: The Chirofunnel Podcast delves into strategies for chiropractors to achieve transformational breakthroughs both personally and professionally. Hosted by Dr. Chad Wohlner, the show covers marketing, self-improvement, business development, and performance optimization to inspire and equip chiropractors for success.

1. Introduction to the Episode

In Episode #274, titled "How to CRUSH IT with Webinars," Dr. Chad Wohlner explores the pivotal role webinars play in modern chiropractic practice growth. He emphasizes leveraging webinars as a powerful tool to connect with potential patients, share expertise, and expand reach in an increasingly digital landscape.

2. The Power of Webinars Amidst COVID-19

Timestamp: [02:00]

Dr. Wohlner begins by addressing the significant shift caused by the COVID-19 pandemic, which has accelerated the adoption of online technologies. He notes, “Webinars are really becoming a new viable vehicle and opportunity, far more than they ever had been” (02:00).

Key Points:

• Increased Familiarity: The pandemic has forced both practitioners and patients to become more adept with online platforms.
• Opportunistic Shifts: While many faced challenges, those who saw opportunities, like webinars, could capitalize on new avenues for practice growth.
• Enhanced Engagement: Webinars offer a way to maintain and even grow patient engagement despite physical distancing measures.

3. Chad’s Expertise and Background in Webinars

Timestamp: [05:30]

Dr. Wohlner establishes his authority in the realm of webinars, highlighting his extensive experience since 2016. He proudly states, “I feel like in the chiropractic space, there is no one that knows more about webinars than I do” (05:30).

Key Points:

• Mentorship and Learning: Influenced by industry experts like Russell Brunson and Jason Fladlian, Dr. Wohlner has honed his webinar strategies over years of practice.
• Consistency in Execution: Committing to live weekly webinars has been a cornerstone of his success, providing consistency and opportunities for refinement.
• Extensive Practice: With hundreds of webinars conducted, Dr. Wohlner has a wealth of practical knowledge and proven success in leveraging webinars for business growth.

4. Live vs. Automated Webinars

Timestamp: [15:20]

A significant portion of the episode contrasts live webinars with automated (auto) webinars. Dr. Wohlner advocates strongly for live webinars, echoing Russell Brunson’s sentiments.

Notable Quote: "Everybody wants to do an auto webinar because to them it's easier. And I understand that it is, but the reality of it is I'll never forget I was at one of the funnel hacking Live events, and Russell was talking about webinars... 'you're doing it once a week. You're talking about maybe three or four hours tops per week in investing in prepping and doing this and then actually delivering the webinar. You're so lazy.'" (15:20)

Key Points:

• Engagement Levels: Live webinars foster real-time interaction, building stronger rapport with the audience.
• Conversion Rates: Dr. Wohlner observes higher conversion rates with live engagements compared to automated sessions.
• Skill Development: Regular live webinars enhance a practitioner’s ability to present effectively and handle audience dynamics.

5. Offering Free Webinar Training and Accessibility

Timestamp: [25:45]

Dr. Wohlner extends an offer to listeners, providing access to his comprehensive webinar training by simply texting a designated number.

Notable Quote: "If you want access to that webinar training, like I said, just text me and I'll send you that training." (25:45)

Key Points:

• Generosity in Sharing Knowledge: Demonstrates his commitment to empowering fellow chiropractors without immediate financial gain.
• Easy Access: By texting “webinar” to 503-744-6248, practitioners can receive valuable training materials.
• Supportive Community Building: Encourages a collaborative environment where knowledge is freely shared to uplift the chiropractic profession.

6. Psychology and Structure of Effective Webinars

Dr. Wohlner delves into the foundational psychology and structure that make webinars effective. He breaks down the process into key components, ensuring maximum engagement and conversion.

a. Creating Belief and Belief in Self

Timestamp: [40:10]

Dr. Wohlner emphasizes that a successful webinar must establish two levels of belief:

1. Belief in the Presenter and the System: The audience must trust the presenter’s expertise and the effectiveness of the solutions offered.
2. Belief in Themselves: Participants need to believe they can achieve the desired outcomes using the presented methods.

Notable Quote: "The ultimate purpose behind a webinar is to create what I call belief ascension… they believe everything you're saying and they believe they can achieve it themselves." (40:10)

b. Importance of Curiosity on the Landing Page

Timestamp: [45:00]

The landing page is critical in driving webinar registrations. Dr. Wohlner highlights the importance of sparking curiosity without revealing too much, thereby encouraging participation.

Notable Quote: "The secret sauce behind a landing page that's going to convert is curiosity." (45:00)

Key Points:

• Hook Statements: Use enticing statements that provoke interest, such as “Discover the number one tool that will revolutionize your practice”.
• Avoid Overexposure: Revealing too much can lead to premature conclusions, reducing the audience’s eagerness to attend the webinar.

c. Four Pillars of an Effective Webinar

Timestamp: [50:30]

Dr. Wohlner outlines the four essential components of a successful webinar:

1. Introduction
2. Content Delivery
3. Transition
4. Close

Notable Quote: "Think about it in terms of the introduction, then the content delivery, then the transition and then the close. These are the four pillars of an effective webinar." (50:30)

Detailed Breakdown:

• Introduction:

  • Bold Promise: Start with a compelling promise that outlines the webinar's value.
  • Establish Authority: Highlight credentials and successes to build trust.
  • Future Pacing: Enable attendees to envision the benefits of applying the webinar’s insights.

• Content Delivery:

  • Problem Discovery: Clearly articulate the audience’s pain points, building rapport by showing deep understanding.
  • Solution Presentation: Introduce a proprietary, simplified solution that addresses the identified problems without overwhelming technical details.

• Transition:

  • Recap and Value Confirmation: Summarize key points and seek affirmation of the webinar’s value from the audience.
  • Permission to Pitch: Transparently seek consent to transition into the sales segment, easing the audience into the purchasing mindset.

• Close:

  • Compelling Offer: Present a well-constructed offer that has been deconstructed and reconstructed to meet the audience's needs.
  • Clear Call-to-Action: Directly guide attendees on the next steps, ensuring clarity and ease of engagement.

7. Building a Compelling Offer

Timestamp: [1:05:00]

Dr. Wohlner discusses the importance of transforming services into irresistible offers through a systematic process of deconstruction and reconstruction. This involves:

• Breaking Down the Process: Identify each step involved in delivering your service.
• Identifying Unique Elements: Highlight what sets your approach apart from competitors.
• Creating a Roadmap: Develop a clear, chronological pathway that guides the patient from problem identification to solution implementation.

Key Points:

• Proprietary Methods: Develop unique frameworks (e.g., Dr. Wohlner’s “4R method”) that simplify complex processes for better understanding and appeal.
• Systematization: Ensure that the offer is easy to comprehend and implement, reducing overwhelm and increasing commitment from potential clients.
• Creative Brainstorming: Explore innovative ways to enhance your offer, ensuring it resonates deeply with your audience’s needs and aspirations.

8. Conclusion and Final Thoughts

Timestamp: [1:15:30]

Dr. Wohlner wraps up the episode by reiterating the immense opportunities webinars present for chiropractors looking to diversify and expand their practices. He encourages listeners to take advantage of the provided resources and to adopt a mindset of continuous learning and adaptation.

Notable Quote: "There's a huge opportunity for those who are willing and ready to put in the work to start using webinars and for those who want to do webinars and or do more of a virtual thing, but don't want to build their own webinar." (1:15:30)

Key Points:

• Adaptation is Key: Embracing webinars can significantly enhance a chiropractor’s ability to reach and serve more patients.
• Resource Availability: Utilizing Dr. Wohlner’s Simplified Functional Medicine program can simplify the transition to virtual practices.
• Continuous Improvement: Encourages ongoing refinement of webinar strategies to stay ahead in the competitive landscape.

Notable Quotes with Timestamps

• On Webinars as Opportunities:
  “Webinars are really becoming a new viable vehicle and opportunity, far more than they ever had been.” – Dr. Chad Wohlner (02:00)

• On Establishing Authority:
  “I feel like in the chiropractic space, there is no one that knows more about webinars than I do.” – Dr. Chad Wohlner (05:30)

• On Live Webinars vs. Automated:
  “You're doing it once a week. You're talking about maybe three or four hours tops per week in investing in prepping and doing this and then actually delivering the webinar. You're so lazy.” – Dr. Chad Wohlner (15:20)

• On Creating Belief in Webinars:
  “The ultimate purpose behind a webinar is to create what I call belief ascension… they believe everything you're saying and they believe they can achieve it themselves.” – Dr. Chad Wohlner (40:10)

• On Curiosity as a Conversion Tool:
  “The secret sauce behind a landing page that's going to convert is curiosity.” – Dr. Chad Wohlner (45:00)

• On the Four Pillars of Webinars:
  “Think about it in terms of the introduction, then the content delivery, then the transition and then the close. These are the four pillars of an effective webinar.” – Dr. Chad Wohlner (50:30)

• On the Opportunity with Webinars:
  “There's a huge opportunity for those who are willing and ready to put in the work to start using webinars and for those who want to do webinars and or do more of a virtual thing, but don't want to build their own webinar.” – Dr. Chad Wohlner (1:15:30)

Conclusion

Episode #274 of The Chirofunnel Podcast serves as a comprehensive guide for chiropractors seeking to harness the power of webinars to grow their practices. Dr. Chad Wohlner leverages his extensive experience to provide actionable insights into creating engaging, conversion-driven webinars. By emphasizing live interactions, strategic structuring, and compelling offer creation, this episode equips chiropractors with the tools necessary to thrive in a digital-first world.

For those interested in further training, Dr. Wohlner offers free access to his webinar strategies by texting 503-744-6248 with the keyword "webinar." This initiative underscores his commitment to empowering the chiropractic community with practical, effective marketing techniques.

Subscribe to The Chirofunnel Podcast to stay informed on the latest strategies for building a successful chiropractic practice. Share this episode with fellow chiropractors who can benefit from mastering webinars and transforming their outreach efforts.