When you’re researching all things Facebook ads and launches, you’ll pretty much alllllways see a recommendation for what we call a webinar launch: AKA, a launch headed by a webinar that helps you generate leads and get people in the door for your offer.

And, you might be wondering: do I neeeeed a webinar for my launch?

Short answer: no, not necessarily. However, webinar launches are tried and true — and they work. We’ve been rockin’ and rollin’ with webinar launches for close to 12 years now, because we see a really big return on them. People like them, they show up for them, and they tend to perform well.

Here’s what you need to know:

First, webinar or not, it’s about a HOLISTIC APPROACH.

We really are fans of webinars, but also I cannot underscore this enough: it’s not about your webinar, and it’s not even about your ads. It’s about creating a scalable, saleable offer,  it’s about creating content, and it’s about consistently nurturing and serving an engaged audience… regardless of your launch status. Pouring time and energy into each aspect of your marketing and your launch is key, from your messaging and your creative to your landing pages, your price, and your offer itself. Before you ever even talk about hosting a webinar, make sure you focus on that.

Next up, here’s why we love webinars.

See, engagement helps bring lasting connection… and lasting connection is what brings sales. Webinars allow you to build this connection-focused engagement, and people get to see YOU, get to know YOU, and learn from YOU. It’s a powerful, strategic method for introducing yourself, your offer, and your possible outcomes, and it can also scale your launches and help you reach a wider audience.

Wanna shake up a webinar launch?

If you’re hesitant about the webinar style, don’t be — it can be super effective, and there are other ways to frame it! Keep it straightforward and make sure people know what they’re signing up for (we love using mini-sessions, live trainings, and masterclasses messaging), and keep the value first. You can create a challenge, a video series, or a more traditional lunch & learn style webinar, but make sure you don’t middle the message too much.

(Psst… remember — testing is always effective. If you’re trying out different messaging for your webinar-style launch, make sure you’re warming up your audience to your messaging and testing different variations.)

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Remember: you don’t have to do anything you don’t want to do in a launch, and there are no real rules! However, webinar launches are proven strategies… so keep that in mind, too.