There you have it. 25 tips that will help dramatically improve your e�ectiveness as you pivot to webinar presentations. Study up, but don’t worry about being a master before you host your first session. We’re all somewhat building these planes while flying them, and you’re better o� in the air making progress than on the ground thinking about it. Here’s to helping hundreds of people secure their financial futures!

To your success,

Josh JonesChief Development O�cer, Connection CoachAdvisors Excel

Whether an in-person seminar or a webinar, please keep in mind:

When incorporating stories or anecdotes, please keep in mind the following:

The SEC prohibits advertisements “which refer, directly or indirectly, to any testimonial of any kind concerning the investment adviser or concerning any advice, analysis, report or other service rendered by such investment adviser.” The SEC has consistently interpreted the term “testimonial” to include a “statement of a client’s experience with, or endorsement of, an investment adviser.”

To help avoid violating the prohibition on testimonials (including implied testimonials) here are some guidelines: Advisors may not use direct quotes from clients in advertising. Advisors may not describe recommendations, plans or services related to specific clients. Advisors may not describe or imply an outcome related to specific clients or that clients in general normally experience a positive result concerning the advisor.

Advisors may describe a client’s general financial situation prior to the client’s involvement with the advisor. Advisors may hypothetically describe the advice they generally provide or plan they normally put in place for clients in similar circumstances to the circumstances that they have described regarding a client. However, the advisor may not describe the outcome or results of such advice or plans.

Discussion of securities and securities transactions by those lacking the appropriate registration places their insurance license at risk. This includes providing advice regarding the consumer’s specific securities or securities investment performance, or comparing consumer investment performance with other financial products, including annuity contracts or life insurance policies.

This resource is provided for informational purposes. It discusses a variety of technologies and strategies; producers are ultimately responsible for the use or implementation of these materials and must be aware of all applicable compliance requirements; including those of any broker-dealer or Registered Investment Advisor with which they may be a�liated, the insurance carriers they represent, federal regulations and state insurance regulations.

Investment advisors are strongly encouraged to obtain pre-approval from the broker-dealer and/or Registered Investment Adviser with which they may be a�liated prior to incorporating new technologies, software, or marketing pieces into their practice.

1142024 For financial professional use only.

HEADS UP: Webinars are NOT the same as in-person seminars. If you bring your traditional dinner seminar or informational workshop game to a webinar setting without making a few key adjustments, your conversion rates ARE going to su�er. So, take a few minutes and get yourself hip to these slight modifications and best practices, and then let’s go hop online and help people through these challenging times!

1. KEEP IT SHORT.

While the ideal dinner seminar or informational workshop might be 50-55 minutes in duration,

the ideal webinar is between 25-30 minutes. Your viewers are sitting in their living room or

kitchen watching, and let’s face it: It’s hard to compete with Netflix and their other 50

distractions. So, get in, get out and point them to your call-to-action for the next step.

2. OPEN & CLOSE WITH YOUR FACE ON SCREEN.

Remember, the sole purpose of any presentation — whether in-person or online — is to

CONNECT. The single greatest thing you can do right now to achieve this is to be a fellow human

being, so don’t hide behind your slides. Simply having your first and last few minutes of the

webinar feature only your face on screen can greatly aid in connecting.

3. TAKE UP ABOUT TWO-THIRDS OF THE SCREEN WITH YOUR TORSO AND FACE.

While occupying the frame, don’t sit so closely to the camera that your audience can see up your

nose, but don’t sit so far back that they struggle to notice your facial expressions. Think of your

webinar as a State of the Union address when framing your shot.

25 TIPS FOR EFFECTIVE WEBINAR DELIVERY

24. LEVERAGE THE TRUE NINJA’S GREATEST WEAPON: CONGRUENCE.

In the first few minutes of your presentation, pose a few rhetorical questions to your viewers. For

example, “As we get started today, I want to ask you a few questions just to get you thinking as

we walk through the rest of our time together. First, ‘Are you the type of person who thinks that

in the middle of a crisis, you're better o� to freeze, or are you better o� taking action?’ Or put

di�erently, ‘Are you the type of person who thinks when things are coming your way, that you

should just sit there and let them happen to you, or are you more the type who thinks you should

step out of the way and change your approach?”

By asking these questions at the outset of your webinar, you will get your audience

subconsciously identifying with the latter group. Then, as you conclude your presentation, return

to this idea with something like, “If you're the type of person who thinks in the middle of a crisis

you shouldn't freeze or panic but instead you should take action, here's the action I would

recommend that you take.’”

At that point, your audience has two choices: They can either be non-congruent and say to

themselves, “Well, actually, I was lying before and I actually am the type of person to panic,” or

they can take the action that you recommended. Research has proven that the human brain

longs for congruence. In other words, people subconsciously desire to see their “ideal self” and

“actual self” be one and the same. This can be incredibly powerful in moving your audience to

action.

25. END WITH SOMETHING ENDEARING.

At the conclusion of your 25-30 minute webinar, be mindful of the fact that you have likely just

given your audience a fair bit to consider. So, knowing that their minds may be full at that point,

return on camera and end with a soothing statement. For example, you might say, “Click the link

on your screen to schedule your time to talk with us in the next few days, and then? Grab a cup

of co�ee. Enjoy the little things around you. We’ve been through this before, and you’re going to

be okay. We’ll talk to you soon.” Or you might go with something like, “You know, folks, as we

wrap up today, I know everyone is anxious. And I get that. I really do. We’ve never seen a global

pandemic like this, and I’m right there with you . . . feeling like there are all sorts of things we

can’t control. The good news, though, is that your financial future? It doesn’t have to be one of

them. That’s something we can control, and that’s what our team is here to do. So, click that link,

take advantage of a 15-minute phone consult, and we’ll talk with you soon.”

19. BRING 100% OF THE ENERGY.

In an in-person seminar setting, you bring 50% of the energy, and your audience brings the other

50%. In a webinar, because you can’t see your audience, you’re responsible for the full 100%. So

bring it! This doesn’t mean shotgunning Red Bulls and bouncing of the walls — remember, your

pace is critical. It simply means you can’t feed o� your audience’s reactions, so you must keep

your own energy high.

20. WATCH YOUR HANDS, THERE, RICHARD SIMMONS.

In an e�ort to seem energetic and compelling, unseasoned presenters often overdo it with hand

movements. Before you know it, you’re signaling for a fair catch, tossing up jazz hands and

showing your audience how big that fish was.

21. TRUST THAT YOUR NORMAL PRESENTATION IS STILL LANDING.

Just because you can’t see your audience reacting to them, have complete faith that your

poignant stories, the jokes that always get a laugh and the key concepts you’re sharing are still

hitting home. Deliver them allowing the second or two you normally would for your audience to

react or reflect. They’re doing so — it’s just in their living rooms. And this confidence in your

presentation will be the mark of a true online master.

22. INCREASE YOUR SLIDES. (THAT’S RIGHT, I SAID IT.)

In complete contrast to what I’ve always taught for in-person seminars (in which you want to

reduce your slide count to force focus on you as the presenter), in a webinar setting, you want to

increase your slides and visuals. Why? Because viewers in their living rooms have the attention

spans of mosquitoes on crack. Therefore, you should have something new popping up on screen

every 20-30 seconds at a minimum to keep your viewers visually engaged. Use slides, platform

features such as polls and o�er icons and keep it interesting.

23. CONSIDER THE USE OF A PROP.

Don’t overuse this technique (as you’re a financial advisor — not Carrot Top), but think about

where in your presentation you could break away from slides, return on camera and use some

type of physical prop to help explain a concept you’re sharing. Done just once or twice in a 20-30

minute webinar, these “live demos” can be greatly appreciated by your audience, make you more

relatable and break up the predictability of a slide-only presentation.

14. ADJUST YOUR ANECDOTES.

Rather than using “evergreen” client stories about couples wondering about retirement

income or wanting to save on taxes, adjust your stories right now to include client scenarios

involving times of market correction, significant uncertainty or concern about what to do

financially. Remember: “Speak in the language people actually worry,” and you will forge

immediate connection.

15. DON’T WORRY ABOUT LITTLE FLUBS OR INTERRUPTIONS.

Should you be recording from your home o�ce and your dog walks through the background,

you mispronounce a word or your daughter walks directly into your shot and hugs you

goodnight, don’t consider it a busted recording! Those are the very shared human experiences

that endear us to one another right now. Just roll with it and carry on.

16. MANUFACTURE YOUR AUDIENCE.

Accustomed to in-person seminars, many advisors initially struggle not being able to see their

audience. A simple hack to combat this is to place pictures of family members or even clients

right beside your camera. Look at those faces while you deliver your content — envisioning their

smiles, laughter, and gratitude for your help and a�rmation throughout your presentation.

17. IF DELIVERING LIVE WEBINARS, CAPITALIZE ON THE LIVE ELEMENT.

Every webinar platform available (including WebinarJam, GoToWebinar, etc.) allows you to see

attendee names as they’re entering your session. You can also see their questions in the chat

feature. Don’t miss the opportunity to call on some of those names (“Mike, Judy, Denise — I see

you all hopping on! Welcome!” or “Roger had a great question about XYZ that I want to

address.”). This is a great way to “create” an in-person experience while still being online.

18. LEAVE YOUR EGO OFFLINE.

While it’s always been good counsel, now more than ever before is the time to just be human. All

your credentials, designations, accolades and awards mean absolutely nothing to your viewers.

What matters most is your humility, relatability and the ease with which you convey information

and reassurance. Don’t pu� your chest right now. Be real, be raw and connect.

9. ADJUST YOUR OPENING STORY.

Don’t launch directly into your traditional in-person seminar flashbang or opener. To not

acknowledge the elephant in the room right now is actually disconnecting and o�-putting to a

viewer who is highly anxious. Acknowledge the current crisis at the very outset of your

presentation, let viewers know they are not alone and create immediate human connection.

10. FORECAST YOUR PRESENTATION.

Viewers like to have a sense of where you’re going and how long it’s going to take . . . so tell

them. Let them know at the beginning how long your webinar will last, the primary topics you’ll

be covering (remembering that three is the max anyone can absorb) and be sure to dangle some

sort of carrot or o�er for those who stay until the end.

11. PRESENT YOUR OFFER – EARLY & OFTEN.

Even if shortening your presentation to 25-30 minutes, there’s still a good chance some of your

viewers won’t be present at the end. Therefore, don’t “bank” your o�er. Instead, within the first

2-3 minutes, drop it on viewers for the first time — ideally with an o�er icon popping up on

screen (WebinarJam makes this very simple). Let prospects know they can immediately schedule

a time with you for a phone appointment or virtual meeting, and allow them to click your o�er to

set that time right then and there through a Calendly link. Then, roughly every 7-8 minutes of

your presentation, find a reason to repeat your o�er in case you had latecomers to the webinar

who missed earlier CTAs.

12. LEVERAGE SOCIAL PROOFING.

As you see prospects taking advantage of your o�er (this is visible through WebinarJam’s

platform), acknowledge some of them by name. For example, simply say, “George, Alice, Ron,

Sheree — I see you all scheduling times, and that’s awesome! I look forward to talking with each

of you soon!” Obviously refer to them only by first name, and don’t do this too much or it will

become obnoxious, but doing it occasionally can help create the “herd mentality” — helping

other viewers get over any anxiety about scheduling their time to meet.

13. BE THE VOICE OF SEASONED EXPERIENCE.

While none of us has experienced a COVID-19 pandemic before, many of us have experienced

significant market corrections. If so, make reference to your proficiency and understanding of

these times — noting this is not your first rodeo, and you have helped hundreds (or thousands) of

clients navigate waters like these before.

4. QUIT BEING SO SERIOUS.

As weird as it’s going to feel the first few times you do this with no audience . . . just smile! We’ve

all seen webinars in which the presenters looked like the teacher from Ferris Bueller’s Day O� —

cold, boring and uninviting. On the other hand, it’s been scientifically proven that simply seeing a

smile releases instantaneous serotonin in the human brain — serving as an antidepressant and

mood lifter. So, show those pearly whites!

5. DON’T LOSE YOUR LENS.

Oftentimes, webinar presenters get focused on their slide content and forget to look directly at

their camera’s lens while speaking. The result is a speaker who is looking down while talking to

you — a subconscious sign of inferiority or even disrespect to some viewers. So, keep your eyes

on the actual lens of your camera — it’s the equivalent of making eye contact with your audience.

6. KEEP YOUR SHOULDERS WIDE.

Viewers are instinctively suspicious of presenters who are hunched forward with their shoulders

slumped, their arms crossed, their hands folded together or any other mannerism that suggests

they are nervous. These postures convey you are hiding something and/or lack confidence, so

relax and pay attention to your physical presence.

7. BE MINDFUL OF YOUR BACKGROUND.

If presenting from your o�ce, pay attention to what’s behind you. A prospect watching your

webinar will be justifiably concerned if your o�ce looks like an episode of Hoarders or they’re

able to see client files strewn all over your desk. Make sure your background — whether recording

from home or your o�ce — looks warm, organized and inviting.

8. SPEAK FROM YOUR CHEST & LOWER YOUR VOICE.

Generally speaking, we can project from our noses (sounding “nasally,” short of air and slightly

panicked), from our throats (the normal conversational tone of most people) or from our

diaphragms (which inherently comes o� more deliberate because it requires more oxygen to

deliver). It turns out, speaking “from the heart” actually is more e�ective because it’s lower,

slower and conveys reassurance. In their book “Messengers,” Stephen Martin and Joseph Marks

explain that research shows in times of crisis, people actually listen more readily to those who

speak in lower registers. There’s a reason James Earl Jones and Morgan Freeman narrate things.

Listeners find these voices more soothing and confident. Don’t force some awkward Barry White

impression — just be purposeful.

There you have it. 25 tips that will help dramatically improve your e�ectiveness as you pivot to webinar presentations. Study up, but don’t worry about being a master before you host your first session. We’re all somewhat building these planes while flying them, and you’re better o� in the air making progress than on the ground thinking about it. Here’s to helping hundreds of people secure their financial futures!

To your success,

Josh JonesChief Development O�cer, Connection CoachAdvisors Excel

Whether an in-person seminar or a webinar, please keep in mind:

When incorporating stories or anecdotes, please keep in mind the following:

The SEC prohibits advertisements “which refer, directly or indirectly, to any testimonial of any kind concerning the investment adviser or concerning any advice, analysis, report or other service rendered by such investment adviser.” The SEC has consistently interpreted the term “testimonial” to include a “statement of a client’s experience with, or endorsement of, an investment adviser.”

To help avoid violating the prohibition on testimonials (including implied testimonials) here are some guidelines: Advisors may not use direct quotes from clients in advertising. Advisors may not describe recommendations, plans or services related to specific clients. Advisors may not describe or imply an outcome related to specific clients or that clients in general normally experience a positive result concerning the advisor.

Advisors may describe a client’s general financial situation prior to the client’s involvement with the advisor. Advisors may hypothetically describe the advice they generally provide or plan they normally put in place for clients in similar circumstances to the circumstances that they have described regarding a client. However, the advisor may not describe the outcome or results of such advice or plans.

Discussion of securities and securities transactions by those lacking the appropriate registration places their insurance license at risk. This includes providing advice regarding the consumer’s specific securities or securities investment performance, or comparing consumer investment performance with other financial products, including annuity contracts or life insurance policies.

This resource is provided for informational purposes. It discusses a variety of technologies and strategies; producers are ultimately responsible for the use or implementation of these materials and must be aware of all applicable compliance requirements; including those of any broker-dealer or Registered Investment Advisor with which they may be a�liated, the insurance carriers they represent, federal regulations and state insurance regulations.

Investment advisors are strongly encouraged to obtain pre-approval from the broker-dealer and/or Registered Investment Adviser with which they may be a�liated prior to incorporating new technologies, software, or marketing pieces into their practice.

1142024 For financial professional use only.

HEADS UP: Webinars are NOT the same as in-person seminars. If you bring your traditional dinner seminar or informational workshop game to a webinar setting without making a few key adjustments, your conversion rates ARE going to su�er. So, take a few minutes and get yourself hip to these slight modifications and best practices, and then let’s go hop online and help people through these challenging times!

1. KEEP IT SHORT.

While the ideal dinner seminar or informational workshop might be 50-55 minutes in duration,

the ideal webinar is between 25-30 minutes. Your viewers are sitting in their living room or

kitchen watching, and let’s face it: It’s hard to compete with Netflix and their other 50

distractions. So, get in, get out and point them to your call-to-action for the next step.

2. OPEN & CLOSE WITH YOUR FACE ON SCREEN.

Remember, the sole purpose of any presentation — whether in-person or online — is to

CONNECT. The single greatest thing you can do right now to achieve this is to be a fellow human

being, so don’t hide behind your slides. Simply having your first and last few minutes of the

webinar feature only your face on screen can greatly aid in connecting.

3. TAKE UP ABOUT TWO-THIRDS OF THE SCREEN WITH YOUR TORSO AND FACE.

While occupying the frame, don’t sit so closely to the camera that your audience can see up your

nose, but don’t sit so far back that they struggle to notice your facial expressions. Think of your

webinar as a State of the Union address when framing your shot.

24. LEVERAGE THE TRUE NINJA’S GREATEST WEAPON: CONGRUENCE.

In the first few minutes of your presentation, pose a few rhetorical questions to your viewers. For

example, “As we get started today, I want to ask you a few questions just to get you thinking as

we walk through the rest of our time together. First, ‘Are you the type of person who thinks that

in the middle of a crisis, you're better o� to freeze, or are you better o� taking action?’ Or put

di�erently, ‘Are you the type of person who thinks when things are coming your way, that you

should just sit there and let them happen to you, or are you more the type who thinks you should

step out of the way and change your approach?”

By asking these questions at the outset of your webinar, you will get your audience

subconsciously identifying with the latter group. Then, as you conclude your presentation, return

to this idea with something like, “If you're the type of person who thinks in the middle of a crisis

you shouldn't freeze or panic but instead you should take action, here's the action I would

recommend that you take.’”

At that point, your audience has two choices: They can either be non-congruent and say to

themselves, “Well, actually, I was lying before and I actually am the type of person to panic,” or

they can take the action that you recommended. Research has proven that the human brain

longs for congruence. In other words, people subconsciously desire to see their “ideal self” and

“actual self” be one and the same. This can be incredibly powerful in moving your audience to

action.

25. END WITH SOMETHING ENDEARING.

At the conclusion of your 25-30 minute webinar, be mindful of the fact that you have likely just

given your audience a fair bit to consider. So, knowing that their minds may be full at that point,

return on camera and end with a soothing statement. For example, you might say, “Click the link

on your screen to schedule your time to talk with us in the next few days, and then? Grab a cup

of co�ee. Enjoy the little things around you. We’ve been through this before, and you’re going to

be okay. We’ll talk to you soon.” Or you might go with something like, “You know, folks, as we

wrap up today, I know everyone is anxious. And I get that. I really do. We’ve never seen a global

pandemic like this, and I’m right there with you . . . feeling like there are all sorts of things we

can’t control. The good news, though, is that your financial future? It doesn’t have to be one of

them. That’s something we can control, and that’s what our team is here to do. So, click that link,

take advantage of a 15-minute phone consult, and we’ll talk with you soon.”

19. BRING 100% OF THE ENERGY.

In an in-person seminar setting, you bring 50% of the energy, and your audience brings the other

50%. In a webinar, because you can’t see your audience, you’re responsible for the full 100%. So

bring it! This doesn’t mean shotgunning Red Bulls and bouncing of the walls — remember, your

pace is critical. It simply means you can’t feed o� your audience’s reactions, so you must keep

your own energy high.

20. WATCH YOUR HANDS, THERE, RICHARD SIMMONS.

In an e�ort to seem energetic and compelling, unseasoned presenters often overdo it with hand

movements. Before you know it, you’re signaling for a fair catch, tossing up jazz hands and

showing your audience how big that fish was.

21. TRUST THAT YOUR NORMAL PRESENTATION IS STILL LANDING.

Just because you can’t see your audience reacting to them, have complete faith that your

poignant stories, the jokes that always get a laugh and the key concepts you’re sharing are still

hitting home. Deliver them allowing the second or two you normally would for your audience to

react or reflect. They’re doing so — it’s just in their living rooms. And this confidence in your

presentation will be the mark of a true online master.

22. INCREASE YOUR SLIDES. (THAT’S RIGHT, I SAID IT.)

In complete contrast to what I’ve always taught for in-person seminars (in which you want to

reduce your slide count to force focus on you as the presenter), in a webinar setting, you want to

increase your slides and visuals. Why? Because viewers in their living rooms have the attention

spans of mosquitoes on crack. Therefore, you should have something new popping up on screen

every 20-30 seconds at a minimum to keep your viewers visually engaged. Use slides, platform

features such as polls and o�er icons and keep it interesting.

23. CONSIDER THE USE OF A PROP.

Don’t overuse this technique (as you’re a financial advisor — not Carrot Top), but think about

where in your presentation you could break away from slides, return on camera and use some

type of physical prop to help explain a concept you’re sharing. Done just once or twice in a 20-30

minute webinar, these “live demos” can be greatly appreciated by your audience, make you more

relatable and break up the predictability of a slide-only presentation.

14. ADJUST YOUR ANECDOTES.

Rather than using “evergreen” client stories about couples wondering about retirement

income or wanting to save on taxes, adjust your stories right now to include client scenarios

involving times of market correction, significant uncertainty or concern about what to do

financially. Remember: “Speak in the language people actually worry,” and you will forge

immediate connection.

15. DON’T WORRY ABOUT LITTLE FLUBS OR INTERRUPTIONS.

Should you be recording from your home o�ce and your dog walks through the background,

you mispronounce a word or your daughter walks directly into your shot and hugs you

goodnight, don’t consider it a busted recording! Those are the very shared human experiences

that endear us to one another right now. Just roll with it and carry on.

16. MANUFACTURE YOUR AUDIENCE.

Accustomed to in-person seminars, many advisors initially struggle not being able to see their

audience. A simple hack to combat this is to place pictures of family members or even clients

right beside your camera. Look at those faces while you deliver your content — envisioning their

smiles, laughter, and gratitude for your help and a�rmation throughout your presentation.

17. IF DELIVERING LIVE WEBINARS, CAPITALIZE ON THE LIVE ELEMENT.

Every webinar platform available (including WebinarJam, GoToWebinar, etc.) allows you to see

attendee names as they’re entering your session. You can also see their questions in the chat

feature. Don’t miss the opportunity to call on some of those names (“Mike, Judy, Denise — I see

you all hopping on! Welcome!” or “Roger had a great question about XYZ that I want to

address.”). This is a great way to “create” an in-person experience while still being online.

18. LEAVE YOUR EGO OFFLINE.

While it’s always been good counsel, now more than ever before is the time to just be human. All

your credentials, designations, accolades and awards mean absolutely nothing to your viewers.

What matters most is your humility, relatability and the ease with which you convey information

and reassurance. Don’t pu� your chest right now. Be real, be raw and connect.

9. ADJUST YOUR OPENING STORY.

Don’t launch directly into your traditional in-person seminar flashbang or opener. To not

acknowledge the elephant in the room right now is actually disconnecting and o�-putting to a

viewer who is highly anxious. Acknowledge the current crisis at the very outset of your

presentation, let viewers know they are not alone and create immediate human connection.

10. FORECAST YOUR PRESENTATION.

Viewers like to have a sense of where you’re going and how long it’s going to take . . . so tell

them. Let them know at the beginning how long your webinar will last, the primary topics you’ll

be covering (remembering that three is the max anyone can absorb) and be sure to dangle some

sort of carrot or o�er for those who stay until the end.

11. PRESENT YOUR OFFER – EARLY & OFTEN.

Even if shortening your presentation to 25-30 minutes, there’s still a good chance some of your

viewers won’t be present at the end. Therefore, don’t “bank” your o�er. Instead, within the first

2-3 minutes, drop it on viewers for the first time — ideally with an o�er icon popping up on

screen (WebinarJam makes this very simple). Let prospects know they can immediately schedule

a time with you for a phone appointment or virtual meeting, and allow them to click your o�er to

set that time right then and there through a Calendly link. Then, roughly every 7-8 minutes of

your presentation, find a reason to repeat your o�er in case you had latecomers to the webinar

who missed earlier CTAs.

12. LEVERAGE SOCIAL PROOFING.

As you see prospects taking advantage of your o�er (this is visible through WebinarJam’s

platform), acknowledge some of them by name. For example, simply say, “George, Alice, Ron,

Sheree — I see you all scheduling times, and that’s awesome! I look forward to talking with each

of you soon!” Obviously refer to them only by first name, and don’t do this too much or it will

become obnoxious, but doing it occasionally can help create the “herd mentality” — helping

other viewers get over any anxiety about scheduling their time to meet.

13. BE THE VOICE OF SEASONED EXPERIENCE.

While none of us has experienced a COVID-19 pandemic before, many of us have experienced

significant market corrections. If so, make reference to your proficiency and understanding of

these times — noting this is not your first rodeo, and you have helped hundreds (or thousands) of

clients navigate waters like these before.

4. QUIT BEING SO SERIOUS.

As weird as it’s going to feel the first few times you do this with no audience . . . just smile! We’ve

all seen webinars in which the presenters looked like the teacher from Ferris Bueller’s Day O� —

cold, boring and uninviting. On the other hand, it’s been scientifically proven that simply seeing a

smile releases instantaneous serotonin in the human brain — serving as an antidepressant and

mood lifter. So, show those pearly whites!

5. DON’T LOSE YOUR LENS.

Oftentimes, webinar presenters get focused on their slide content and forget to look directly at

their camera’s lens while speaking. The result is a speaker who is looking down while talking to

you — a subconscious sign of inferiority or even disrespect to some viewers. So, keep your eyes

on the actual lens of your camera — it’s the equivalent of making eye contact with your audience.

6. KEEP YOUR SHOULDERS WIDE.

Viewers are instinctively suspicious of presenters who are hunched forward with their shoulders

slumped, their arms crossed, their hands folded together or any other mannerism that suggests

they are nervous. These postures convey you are hiding something and/or lack confidence, so

relax and pay attention to your physical presence.

7. BE MINDFUL OF YOUR BACKGROUND.

If presenting from your o�ce, pay attention to what’s behind you. A prospect watching your

webinar will be justifiably concerned if your o�ce looks like an episode of Hoarders or they’re

able to see client files strewn all over your desk. Make sure your background — whether recording

from home or your o�ce — looks warm, organized and inviting.

8. SPEAK FROM YOUR CHEST & LOWER YOUR VOICE.

Generally speaking, we can project from our noses (sounding “nasally,” short of air and slightly

panicked), from our throats (the normal conversational tone of most people) or from our

diaphragms (which inherently comes o� more deliberate because it requires more oxygen to

deliver). It turns out, speaking “from the heart” actually is more e�ective because it’s lower,

slower and conveys reassurance. In their book “Messengers,” Stephen Martin and Joseph Marks

explain that research shows in times of crisis, people actually listen more readily to those who

speak in lower registers. There’s a reason James Earl Jones and Morgan Freeman narrate things.

Listeners find these voices more soothing and confident. Don’t force some awkward Barry White

impression — just be purposeful.

There you have it. 25 tips that will help dramatically improve your e�ectiveness as you pivot to webinar presentations. Study up, but don’t worry about being a master before you host your first session. We’re all somewhat building these planes while flying them, and you’re better o� in the air making progress than on the ground thinking about it. Here’s to helping hundreds of people secure their financial futures!

To your success,

Josh JonesChief Development O�cer, Connection CoachAdvisors Excel

Whether an in-person seminar or a webinar, please keep in mind:

When incorporating stories or anecdotes, please keep in mind the following:

The SEC prohibits advertisements “which refer, directly or indirectly, to any testimonial of any kind concerning the investment adviser or concerning any advice, analysis, report or other service rendered by such investment adviser.” The SEC has consistently interpreted the term “testimonial” to include a “statement of a client’s experience with, or endorsement of, an investment adviser.”

To help avoid violating the prohibition on testimonials (including implied testimonials) here are some guidelines: Advisors may not use direct quotes from clients in advertising. Advisors may not describe recommendations, plans or services related to specific clients. Advisors may not describe or imply an outcome related to specific clients or that clients in general normally experience a positive result concerning the advisor.

Advisors may describe a client’s general financial situation prior to the client’s involvement with the advisor. Advisors may hypothetically describe the advice they generally provide or plan they normally put in place for clients in similar circumstances to the circumstances that they have described regarding a client. However, the advisor may not describe the outcome or results of such advice or plans.

Discussion of securities and securities transactions by those lacking the appropriate registration places their insurance license at risk. This includes providing advice regarding the consumer’s specific securities or securities investment performance, or comparing consumer investment performance with other financial products, including annuity contracts or life insurance policies.

This resource is provided for informational purposes. It discusses a variety of technologies and strategies; producers are ultimately responsible for the use or implementation of these materials and must be aware of all applicable compliance requirements; including those of any broker-dealer or Registered Investment Advisor with which they may be a�liated, the insurance carriers they represent, federal regulations and state insurance regulations.

Investment advisors are strongly encouraged to obtain pre-approval from the broker-dealer and/or Registered Investment Adviser with which they may be a�liated prior to incorporating new technologies, software, or marketing pieces into their practice.

1142024 For financial professional use only.

HEADS UP: Webinars are NOT the same as in-person seminars. If you bring your traditional dinner seminar or informational workshop game to a webinar setting without making a few key adjustments, your conversion rates ARE going to su�er. So, take a few minutes and get yourself hip to these slight modifications and best practices, and then let’s go hop online and help people through these challenging times!

1. KEEP IT SHORT.

While the ideal dinner seminar or informational workshop might be 50-55 minutes in duration,

the ideal webinar is between 25-30 minutes. Your viewers are sitting in their living room or

kitchen watching, and let’s face it: It’s hard to compete with Netflix and their other 50

distractions. So, get in, get out and point them to your call-to-action for the next step.

2. OPEN & CLOSE WITH YOUR FACE ON SCREEN.

Remember, the sole purpose of any presentation — whether in-person or online — is to

CONNECT. The single greatest thing you can do right now to achieve this is to be a fellow human

being, so don’t hide behind your slides. Simply having your first and last few minutes of the

webinar feature only your face on screen can greatly aid in connecting.

3. TAKE UP ABOUT TWO-THIRDS OF THE SCREEN WITH YOUR TORSO AND FACE.

While occupying the frame, don’t sit so closely to the camera that your audience can see up your

nose, but don’t sit so far back that they struggle to notice your facial expressions. Think of your

webinar as a State of the Union address when framing your shot.

24. LEVERAGE THE TRUE NINJA’S GREATEST WEAPON: CONGRUENCE.

In the first few minutes of your presentation, pose a few rhetorical questions to your viewers. For

example, “As we get started today, I want to ask you a few questions just to get you thinking as

we walk through the rest of our time together. First, ‘Are you the type of person who thinks that

in the middle of a crisis, you're better o� to freeze, or are you better o� taking action?’ Or put

di�erently, ‘Are you the type of person who thinks when things are coming your way, that you

should just sit there and let them happen to you, or are you more the type who thinks you should

step out of the way and change your approach?”

By asking these questions at the outset of your webinar, you will get your audience

subconsciously identifying with the latter group. Then, as you conclude your presentation, return

to this idea with something like, “If you're the type of person who thinks in the middle of a crisis

you shouldn't freeze or panic but instead you should take action, here's the action I would

recommend that you take.’”

At that point, your audience has two choices: They can either be non-congruent and say to

themselves, “Well, actually, I was lying before and I actually am the type of person to panic,” or

they can take the action that you recommended. Research has proven that the human brain

longs for congruence. In other words, people subconsciously desire to see their “ideal self” and

“actual self” be one and the same. This can be incredibly powerful in moving your audience to

action.

25. END WITH SOMETHING ENDEARING.

At the conclusion of your 25-30 minute webinar, be mindful of the fact that you have likely just

given your audience a fair bit to consider. So, knowing that their minds may be full at that point,

return on camera and end with a soothing statement. For example, you might say, “Click the link

on your screen to schedule your time to talk with us in the next few days, and then? Grab a cup

of co�ee. Enjoy the little things around you. We’ve been through this before, and you’re going to

be okay. We’ll talk to you soon.” Or you might go with something like, “You know, folks, as we

wrap up today, I know everyone is anxious. And I get that. I really do. We’ve never seen a global

pandemic like this, and I’m right there with you . . . feeling like there are all sorts of things we

can’t control. The good news, though, is that your financial future? It doesn’t have to be one of

them. That’s something we can control, and that’s what our team is here to do. So, click that link,

take advantage of a 15-minute phone consult, and we’ll talk with you soon.”

19. BRING 100% OF THE ENERGY.

In an in-person seminar setting, you bring 50% of the energy, and your audience brings the other

50%. In a webinar, because you can’t see your audience, you’re responsible for the full 100%. So

bring it! This doesn’t mean shotgunning Red Bulls and bouncing of the walls — remember, your

pace is critical. It simply means you can’t feed o� your audience’s reactions, so you must keep

your own energy high.

20. WATCH YOUR HANDS, THERE, RICHARD SIMMONS.

In an e�ort to seem energetic and compelling, unseasoned presenters often overdo it with hand

movements. Before you know it, you’re signaling for a fair catch, tossing up jazz hands and

showing your audience how big that fish was.

21. TRUST THAT YOUR NORMAL PRESENTATION IS STILL LANDING.

Just because you can’t see your audience reacting to them, have complete faith that your

poignant stories, the jokes that always get a laugh and the key concepts you’re sharing are still

hitting home. Deliver them allowing the second or two you normally would for your audience to

react or reflect. They’re doing so — it’s just in their living rooms. And this confidence in your

presentation will be the mark of a true online master.

22. INCREASE YOUR SLIDES. (THAT’S RIGHT, I SAID IT.)

In complete contrast to what I’ve always taught for in-person seminars (in which you want to

reduce your slide count to force focus on you as the presenter), in a webinar setting, you want to

increase your slides and visuals. Why? Because viewers in their living rooms have the attention

spans of mosquitoes on crack. Therefore, you should have something new popping up on screen

every 20-30 seconds at a minimum to keep your viewers visually engaged. Use slides, platform

features such as polls and o�er icons and keep it interesting.

23. CONSIDER THE USE OF A PROP.

Don’t overuse this technique (as you’re a financial advisor — not Carrot Top), but think about

where in your presentation you could break away from slides, return on camera and use some

type of physical prop to help explain a concept you’re sharing. Done just once or twice in a 20-30

minute webinar, these “live demos” can be greatly appreciated by your audience, make you more

relatable and break up the predictability of a slide-only presentation.

14. ADJUST YOUR ANECDOTES.

Rather than using “evergreen” client stories about couples wondering about retirement

income or wanting to save on taxes, adjust your stories right now to include client scenarios

involving times of market correction, significant uncertainty or concern about what to do

financially. Remember: “Speak in the language people actually worry,” and you will forge

immediate connection.

15. DON’T WORRY ABOUT LITTLE FLUBS OR INTERRUPTIONS.

Should you be recording from your home o�ce and your dog walks through the background,

you mispronounce a word or your daughter walks directly into your shot and hugs you

goodnight, don’t consider it a busted recording! Those are the very shared human experiences

that endear us to one another right now. Just roll with it and carry on.

16. MANUFACTURE YOUR AUDIENCE.

Accustomed to in-person seminars, many advisors initially struggle not being able to see their

audience. A simple hack to combat this is to place pictures of family members or even clients

right beside your camera. Look at those faces while you deliver your content — envisioning their

smiles, laughter, and gratitude for your help and a�rmation throughout your presentation.

17. IF DELIVERING LIVE WEBINARS, CAPITALIZE ON THE LIVE ELEMENT.

Every webinar platform available (including WebinarJam, GoToWebinar, etc.) allows you to see

attendee names as they’re entering your session. You can also see their questions in the chat

feature. Don’t miss the opportunity to call on some of those names (“Mike, Judy, Denise — I see

you all hopping on! Welcome!” or “Roger had a great question about XYZ that I want to

address.”). This is a great way to “create” an in-person experience while still being online.

18. LEAVE YOUR EGO OFFLINE.

While it’s always been good counsel, now more than ever before is the time to just be human. All

your credentials, designations, accolades and awards mean absolutely nothing to your viewers.

What matters most is your humility, relatability and the ease with which you convey information

and reassurance. Don’t pu� your chest right now. Be real, be raw and connect.

9. ADJUST YOUR OPENING STORY.

Don’t launch directly into your traditional in-person seminar flashbang or opener. To not

acknowledge the elephant in the room right now is actually disconnecting and o�-putting to a

viewer who is highly anxious. Acknowledge the current crisis at the very outset of your

presentation, let viewers know they are not alone and create immediate human connection.

10. FORECAST YOUR PRESENTATION.

Viewers like to have a sense of where you’re going and how long it’s going to take . . . so tell

them. Let them know at the beginning how long your webinar will last, the primary topics you’ll

be covering (remembering that three is the max anyone can absorb) and be sure to dangle some

sort of carrot or o�er for those who stay until the end.

11. PRESENT YOUR OFFER – EARLY & OFTEN.

Even if shortening your presentation to 25-30 minutes, there’s still a good chance some of your

viewers won’t be present at the end. Therefore, don’t “bank” your o�er. Instead, within the first

2-3 minutes, drop it on viewers for the first time — ideally with an o�er icon popping up on

screen (WebinarJam makes this very simple). Let prospects know they can immediately schedule

a time with you for a phone appointment or virtual meeting, and allow them to click your o�er to

set that time right then and there through a Calendly link. Then, roughly every 7-8 minutes of

your presentation, find a reason to repeat your o�er in case you had latecomers to the webinar

who missed earlier CTAs.

12. LEVERAGE SOCIAL PROOFING.

As you see prospects taking advantage of your o�er (this is visible through WebinarJam’s

platform), acknowledge some of them by name. For example, simply say, “George, Alice, Ron,

Sheree — I see you all scheduling times, and that’s awesome! I look forward to talking with each

of you soon!” Obviously refer to them only by first name, and don’t do this too much or it will

become obnoxious, but doing it occasionally can help create the “herd mentality” — helping

other viewers get over any anxiety about scheduling their time to meet.

13. BE THE VOICE OF SEASONED EXPERIENCE.

While none of us has experienced a COVID-19 pandemic before, many of us have experienced

significant market corrections. If so, make reference to your proficiency and understanding of

these times — noting this is not your first rodeo, and you have helped hundreds (or thousands) of

clients navigate waters like these before.

4. QUIT BEING SO SERIOUS.

As weird as it’s going to feel the first few times you do this with no audience . . . just smile! We’ve

all seen webinars in which the presenters looked like the teacher from Ferris Bueller’s Day O� —

cold, boring and uninviting. On the other hand, it’s been scientifically proven that simply seeing a

smile releases instantaneous serotonin in the human brain — serving as an antidepressant and

mood lifter. So, show those pearly whites!

5. DON’T LOSE YOUR LENS.

Oftentimes, webinar presenters get focused on their slide content and forget to look directly at

their camera’s lens while speaking. The result is a speaker who is looking down while talking to

you — a subconscious sign of inferiority or even disrespect to some viewers. So, keep your eyes

on the actual lens of your camera — it’s the equivalent of making eye contact with your audience.

6. KEEP YOUR SHOULDERS WIDE.

Viewers are instinctively suspicious of presenters who are hunched forward with their shoulders

slumped, their arms crossed, their hands folded together or any other mannerism that suggests

they are nervous. These postures convey you are hiding something and/or lack confidence, so

relax and pay attention to your physical presence.

7. BE MINDFUL OF YOUR BACKGROUND.

If presenting from your o�ce, pay attention to what’s behind you. A prospect watching your

webinar will be justifiably concerned if your o�ce looks like an episode of Hoarders or they’re

able to see client files strewn all over your desk. Make sure your background — whether recording

from home or your o�ce — looks warm, organized and inviting.

8. SPEAK FROM YOUR CHEST & LOWER YOUR VOICE.

Generally speaking, we can project from our noses (sounding “nasally,” short of air and slightly

panicked), from our throats (the normal conversational tone of most people) or from our

diaphragms (which inherently comes o� more deliberate because it requires more oxygen to

deliver). It turns out, speaking “from the heart” actually is more e�ective because it’s lower,

slower and conveys reassurance. In their book “Messengers,” Stephen Martin and Joseph Marks

explain that research shows in times of crisis, people actually listen more readily to those who

speak in lower registers. There’s a reason James Earl Jones and Morgan Freeman narrate things.

Listeners find these voices more soothing and confident. Don’t force some awkward Barry White

impression — just be purposeful.

There you have it. 25 tips that will help dramatically improve your e�ectiveness as you pivot to webinar presentations. Study up, but don’t worry about being a master before you host your first session. We’re all somewhat building these planes while flying them, and you’re better o� in the air making progress than on the ground thinking about it. Here’s to helping hundreds of people secure their financial futures!

To your success,

Josh JonesChief Development O�cer, Connection CoachAdvisors Excel

Whether an in-person seminar or a webinar, please keep in mind:

When incorporating stories or anecdotes, please keep in mind the following:

The SEC prohibits advertisements “which refer, directly or indirectly, to any testimonial of any kind concerning the investment adviser or concerning any advice, analysis, report or other service rendered by such investment adviser.” The SEC has consistently interpreted the term “testimonial” to include a “statement of a client’s experience with, or endorsement of, an investment adviser.”

To help avoid violating the prohibition on testimonials (including implied testimonials) here are some guidelines: Advisors may not use direct quotes from clients in advertising. Advisors may not describe recommendations, plans or services related to specific clients. Advisors may not describe or imply an outcome related to specific clients or that clients in general normally experience a positive result concerning the advisor.

Advisors may describe a client’s general financial situation prior to the client’s involvement with the advisor. Advisors may hypothetically describe the advice they generally provide or plan they normally put in place for clients in similar circumstances to the circumstances that they have described regarding a client. However, the advisor may not describe the outcome or results of such advice or plans.

Discussion of securities and securities transactions by those lacking the appropriate registration places their insurance license at risk. This includes providing advice regarding the consumer’s specific securities or securities investment performance, or comparing consumer investment performance with other financial products, including annuity contracts or life insurance policies.

This resource is provided for informational purposes. It discusses a variety of technologies and strategies; producers are ultimately responsible for the use or implementation of these materials and must be aware of all applicable compliance requirements; including those of any broker-dealer or Registered Investment Advisor with which they may be a�liated, the insurance carriers they represent, federal regulations and state insurance regulations.

Investment advisors are strongly encouraged to obtain pre-approval from the broker-dealer and/or Registered Investment Adviser with which they may be a�liated prior to incorporating new technologies, software, or marketing pieces into their practice.

1142024 For financial professional use only.

HEADS UP: Webinars are NOT the same as in-person seminars. If you bring your traditional dinner seminar or informational workshop game to a webinar setting without making a few key adjustments, your conversion rates ARE going to su�er. So, take a few minutes and get yourself hip to these slight modifications and best practices, and then let’s go hop online and help people through these challenging times!

1. KEEP IT SHORT.

While the ideal dinner seminar or informational workshop might be 50-55 minutes in duration,

the ideal webinar is between 25-30 minutes. Your viewers are sitting in their living room or

kitchen watching, and let’s face it: It’s hard to compete with Netflix and their other 50

distractions. So, get in, get out and point them to your call-to-action for the next step.

2. OPEN & CLOSE WITH YOUR FACE ON SCREEN.

Remember, the sole purpose of any presentation — whether in-person or online — is to

CONNECT. The single greatest thing you can do right now to achieve this is to be a fellow human

being, so don’t hide behind your slides. Simply having your first and last few minutes of the

webinar feature only your face on screen can greatly aid in connecting.

3. TAKE UP ABOUT TWO-THIRDS OF THE SCREEN WITH YOUR TORSO AND FACE.

While occupying the frame, don’t sit so closely to the camera that your audience can see up your

nose, but don’t sit so far back that they struggle to notice your facial expressions. Think of your

webinar as a State of the Union address when framing your shot.

24. LEVERAGE THE TRUE NINJA’S GREATEST WEAPON: CONGRUENCE.

In the first few minutes of your presentation, pose a few rhetorical questions to your viewers. For

example, “As we get started today, I want to ask you a few questions just to get you thinking as

we walk through the rest of our time together. First, ‘Are you the type of person who thinks that

in the middle of a crisis, you're better o� to freeze, or are you better o� taking action?’ Or put

di�erently, ‘Are you the type of person who thinks when things are coming your way, that you

should just sit there and let them happen to you, or are you more the type who thinks you should

step out of the way and change your approach?”

By asking these questions at the outset of your webinar, you will get your audience

subconsciously identifying with the latter group. Then, as you conclude your presentation, return

to this idea with something like, “If you're the type of person who thinks in the middle of a crisis

you shouldn't freeze or panic but instead you should take action, here's the action I would

recommend that you take.’”

At that point, your audience has two choices: They can either be non-congruent and say to

themselves, “Well, actually, I was lying before and I actually am the type of person to panic,” or

they can take the action that you recommended. Research has proven that the human brain

longs for congruence. In other words, people subconsciously desire to see their “ideal self” and

“actual self” be one and the same. This can be incredibly powerful in moving your audience to

action.

25. END WITH SOMETHING ENDEARING.

At the conclusion of your 25-30 minute webinar, be mindful of the fact that you have likely just

given your audience a fair bit to consider. So, knowing that their minds may be full at that point,

return on camera and end with a soothing statement. For example, you might say, “Click the link

on your screen to schedule your time to talk with us in the next few days, and then? Grab a cup

of co�ee. Enjoy the little things around you. We’ve been through this before, and you’re going to

be okay. We’ll talk to you soon.” Or you might go with something like, “You know, folks, as we

wrap up today, I know everyone is anxious. And I get that. I really do. We’ve never seen a global

pandemic like this, and I’m right there with you . . . feeling like there are all sorts of things we

can’t control. The good news, though, is that your financial future? It doesn’t have to be one of

them. That’s something we can control, and that’s what our team is here to do. So, click that link,

take advantage of a 15-minute phone consult, and we’ll talk with you soon.”

19. BRING 100% OF THE ENERGY.

In an in-person seminar setting, you bring 50% of the energy, and your audience brings the other

50%. In a webinar, because you can’t see your audience, you’re responsible for the full 100%. So

bring it! This doesn’t mean shotgunning Red Bulls and bouncing of the walls — remember, your

pace is critical. It simply means you can’t feed o� your audience’s reactions, so you must keep

your own energy high.

20. WATCH YOUR HANDS, THERE, RICHARD SIMMONS.

In an e�ort to seem energetic and compelling, unseasoned presenters often overdo it with hand

movements. Before you know it, you’re signaling for a fair catch, tossing up jazz hands and

showing your audience how big that fish was.

21. TRUST THAT YOUR NORMAL PRESENTATION IS STILL LANDING.

Just because you can’t see your audience reacting to them, have complete faith that your

poignant stories, the jokes that always get a laugh and the key concepts you’re sharing are still

hitting home. Deliver them allowing the second or two you normally would for your audience to

react or reflect. They’re doing so — it’s just in their living rooms. And this confidence in your

presentation will be the mark of a true online master.

22. INCREASE YOUR SLIDES. (THAT’S RIGHT, I SAID IT.)

In complete contrast to what I’ve always taught for in-person seminars (in which you want to

reduce your slide count to force focus on you as the presenter), in a webinar setting, you want to

increase your slides and visuals. Why? Because viewers in their living rooms have the attention

spans of mosquitoes on crack. Therefore, you should have something new popping up on screen

every 20-30 seconds at a minimum to keep your viewers visually engaged. Use slides, platform

features such as polls and o�er icons and keep it interesting.

23. CONSIDER THE USE OF A PROP.

Don’t overuse this technique (as you’re a financial advisor — not Carrot Top), but think about

where in your presentation you could break away from slides, return on camera and use some

type of physical prop to help explain a concept you’re sharing. Done just once or twice in a 20-30

minute webinar, these “live demos” can be greatly appreciated by your audience, make you more

relatable and break up the predictability of a slide-only presentation.

14. ADJUST YOUR ANECDOTES.

Rather than using “evergreen” client stories about couples wondering about retirement

income or wanting to save on taxes, adjust your stories right now to include client scenarios

involving times of market correction, significant uncertainty or concern about what to do

financially. Remember: “Speak in the language people actually worry,” and you will forge

immediate connection.

15. DON’T WORRY ABOUT LITTLE FLUBS OR INTERRUPTIONS.

Should you be recording from your home o�ce and your dog walks through the background,

you mispronounce a word or your daughter walks directly into your shot and hugs you

goodnight, don’t consider it a busted recording! Those are the very shared human experiences

that endear us to one another right now. Just roll with it and carry on.

16. MANUFACTURE YOUR AUDIENCE.

Accustomed to in-person seminars, many advisors initially struggle not being able to see their

audience. A simple hack to combat this is to place pictures of family members or even clients

right beside your camera. Look at those faces while you deliver your content — envisioning their

smiles, laughter, and gratitude for your help and a�rmation throughout your presentation.

17. IF DELIVERING LIVE WEBINARS, CAPITALIZE ON THE LIVE ELEMENT.

Every webinar platform available (including WebinarJam, GoToWebinar, etc.) allows you to see

attendee names as they’re entering your session. You can also see their questions in the chat

feature. Don’t miss the opportunity to call on some of those names (“Mike, Judy, Denise — I see

you all hopping on! Welcome!” or “Roger had a great question about XYZ that I want to

address.”). This is a great way to “create” an in-person experience while still being online.

18. LEAVE YOUR EGO OFFLINE.

While it’s always been good counsel, now more than ever before is the time to just be human. All

your credentials, designations, accolades and awards mean absolutely nothing to your viewers.

What matters most is your humility, relatability and the ease with which you convey information

and reassurance. Don’t pu� your chest right now. Be real, be raw and connect.

9. ADJUST YOUR OPENING STORY.

Don’t launch directly into your traditional in-person seminar flashbang or opener. To not

acknowledge the elephant in the room right now is actually disconnecting and o�-putting to a

viewer who is highly anxious. Acknowledge the current crisis at the very outset of your

presentation, let viewers know they are not alone and create immediate human connection.

10. FORECAST YOUR PRESENTATION.

Viewers like to have a sense of where you’re going and how long it’s going to take . . . so tell

them. Let them know at the beginning how long your webinar will last, the primary topics you’ll

be covering (remembering that three is the max anyone can absorb) and be sure to dangle some

sort of carrot or o�er for those who stay until the end.

11. PRESENT YOUR OFFER – EARLY & OFTEN.

Even if shortening your presentation to 25-30 minutes, there’s still a good chance some of your

viewers won’t be present at the end. Therefore, don’t “bank” your o�er. Instead, within the first

2-3 minutes, drop it on viewers for the first time — ideally with an o�er icon popping up on

screen (WebinarJam makes this very simple). Let prospects know they can immediately schedule

a time with you for a phone appointment or virtual meeting, and allow them to click your o�er to

set that time right then and there through a Calendly link. Then, roughly every 7-8 minutes of

your presentation, find a reason to repeat your o�er in case you had latecomers to the webinar

who missed earlier CTAs.

12. LEVERAGE SOCIAL PROOFING.

As you see prospects taking advantage of your o�er (this is visible through WebinarJam’s

platform), acknowledge some of them by name. For example, simply say, “George, Alice, Ron,

Sheree — I see you all scheduling times, and that’s awesome! I look forward to talking with each

of you soon!” Obviously refer to them only by first name, and don’t do this too much or it will

become obnoxious, but doing it occasionally can help create the “herd mentality” — helping

other viewers get over any anxiety about scheduling their time to meet.

13. BE THE VOICE OF SEASONED EXPERIENCE.

While none of us has experienced a COVID-19 pandemic before, many of us have experienced

significant market corrections. If so, make reference to your proficiency and understanding of

these times — noting this is not your first rodeo, and you have helped hundreds (or thousands) of

clients navigate waters like these before.

4. QUIT BEING SO SERIOUS.

As weird as it’s going to feel the first few times you do this with no audience . . . just smile! We’ve

all seen webinars in which the presenters looked like the teacher from Ferris Bueller’s Day O� —

cold, boring and uninviting. On the other hand, it’s been scientifically proven that simply seeing a

smile releases instantaneous serotonin in the human brain — serving as an antidepressant and

mood lifter. So, show those pearly whites!

5. DON’T LOSE YOUR LENS.

Oftentimes, webinar presenters get focused on their slide content and forget to look directly at

their camera’s lens while speaking. The result is a speaker who is looking down while talking to

you — a subconscious sign of inferiority or even disrespect to some viewers. So, keep your eyes

on the actual lens of your camera — it’s the equivalent of making eye contact with your audience.

6. KEEP YOUR SHOULDERS WIDE.

Viewers are instinctively suspicious of presenters who are hunched forward with their shoulders

slumped, their arms crossed, their hands folded together or any other mannerism that suggests

they are nervous. These postures convey you are hiding something and/or lack confidence, so

relax and pay attention to your physical presence.

7. BE MINDFUL OF YOUR BACKGROUND.

If presenting from your o�ce, pay attention to what’s behind you. A prospect watching your

webinar will be justifiably concerned if your o�ce looks like an episode of Hoarders or they’re

able to see client files strewn all over your desk. Make sure your background — whether recording

from home or your o�ce — looks warm, organized and inviting.

8. SPEAK FROM YOUR CHEST & LOWER YOUR VOICE.

Generally speaking, we can project from our noses (sounding “nasally,” short of air and slightly

panicked), from our throats (the normal conversational tone of most people) or from our

diaphragms (which inherently comes o� more deliberate because it requires more oxygen to

deliver). It turns out, speaking “from the heart” actually is more e�ective because it’s lower,

slower and conveys reassurance. In their book “Messengers,” Stephen Martin and Joseph Marks

explain that research shows in times of crisis, people actually listen more readily to those who

speak in lower registers. There’s a reason James Earl Jones and Morgan Freeman narrate things.

Listeners find these voices more soothing and confident. Don’t force some awkward Barry White

impression — just be purposeful.

There you have it. 25 tips that will help dramatically improve your e�ectiveness as you pivot to webinar presentations. Study up, but don’t worry about being a master before you host your first session. We’re all somewhat building these planes while flying them, and you’re better o� in the air making progress than on the ground thinking about it. Here’s to helping hundreds of people secure their financial futures!

To your success,

Josh JonesChief Development O�cer, Connection CoachAdvisors Excel

Whether an in-person seminar or a webinar, please keep in mind:

When incorporating stories or anecdotes, please keep in mind the following:

The SEC prohibits advertisements “which refer, directly or indirectly, to any testimonial of any kind concerning the investment adviser or concerning any advice, analysis, report or other service rendered by such investment adviser.” The SEC has consistently interpreted the term “testimonial” to include a “statement of a client’s experience with, or endorsement of, an investment adviser.”

To help avoid violating the prohibition on testimonials (including implied testimonials) here are some guidelines: Advisors may not use direct quotes from clients in advertising. Advisors may not describe recommendations, plans or services related to specific clients. Advisors may not describe or imply an outcome related to specific clients or that clients in general normally experience a positive result concerning the advisor.

Advisors may describe a client’s general financial situation prior to the client’s involvement with the advisor. Advisors may hypothetically describe the advice they generally provide or plan they normally put in place for clients in similar circumstances to the circumstances that they have described regarding a client. However, the advisor may not describe the outcome or results of such advice or plans.

Discussion of securities and securities transactions by those lacking the appropriate registration places their insurance license at risk. This includes providing advice regarding the consumer’s specific securities or securities investment performance, or comparing consumer investment performance with other financial products, including annuity contracts or life insurance policies.

This resource is provided for informational purposes. It discusses a variety of technologies and strategies; producers are ultimately responsible for the use or implementation of these materials and must be aware of all applicable compliance requirements; including those of any broker-dealer or Registered Investment Advisor with which they may be a�liated, the insurance carriers they represent, federal regulations and state insurance regulations.

Investment advisors are strongly encouraged to obtain pre-approval from the broker-dealer and/or Registered Investment Adviser with which they may be a�liated prior to incorporating new technologies, software, or marketing pieces into their practice.

1142024 For financial professional use only.

HEADS UP: Webinars are NOT the same as in-person seminars. If you bring your traditional dinner seminar or informational workshop game to a webinar setting without making a few key adjustments, your conversion rates ARE going to su�er. So, take a few minutes and get yourself hip to these slight modifications and best practices, and then let’s go hop online and help people through these challenging times!

1. KEEP IT SHORT.

While the ideal dinner seminar or informational workshop might be 50-55 minutes in duration,

the ideal webinar is between 25-30 minutes. Your viewers are sitting in their living room or

kitchen watching, and let’s face it: It’s hard to compete with Netflix and their other 50

distractions. So, get in, get out and point them to your call-to-action for the next step.

2. OPEN & CLOSE WITH YOUR FACE ON SCREEN.

Remember, the sole purpose of any presentation — whether in-person or online — is to

CONNECT. The single greatest thing you can do right now to achieve this is to be a fellow human

being, so don’t hide behind your slides. Simply having your first and last few minutes of the

webinar feature only your face on screen can greatly aid in connecting.

3. TAKE UP ABOUT TWO-THIRDS OF THE SCREEN WITH YOUR TORSO AND FACE.

While occupying the frame, don’t sit so closely to the camera that your audience can see up your

nose, but don’t sit so far back that they struggle to notice your facial expressions. Think of your

webinar as a State of the Union address when framing your shot.

24. LEVERAGE THE TRUE NINJA’S GREATEST WEAPON: CONGRUENCE.

In the first few minutes of your presentation, pose a few rhetorical questions to your viewers. For

example, “As we get started today, I want to ask you a few questions just to get you thinking as

we walk through the rest of our time together. First, ‘Are you the type of person who thinks that

in the middle of a crisis, you're better o� to freeze, or are you better o� taking action?’ Or put

di�erently, ‘Are you the type of person who thinks when things are coming your way, that you

should just sit there and let them happen to you, or are you more the type who thinks you should

step out of the way and change your approach?”

By asking these questions at the outset of your webinar, you will get your audience

subconsciously identifying with the latter group. Then, as you conclude your presentation, return

to this idea with something like, “If you're the type of person who thinks in the middle of a crisis

you shouldn't freeze or panic but instead you should take action, here's the action I would

recommend that you take.’”

At that point, your audience has two choices: They can either be non-congruent and say to

themselves, “Well, actually, I was lying before and I actually am the type of person to panic,” or

they can take the action that you recommended. Research has proven that the human brain

longs for congruence. In other words, people subconsciously desire to see their “ideal self” and

“actual self” be one and the same. This can be incredibly powerful in moving your audience to

action.

25. END WITH SOMETHING ENDEARING.

At the conclusion of your 25-30 minute webinar, be mindful of the fact that you have likely just

given your audience a fair bit to consider. So, knowing that their minds may be full at that point,

return on camera and end with a soothing statement. For example, you might say, “Click the link

on your screen to schedule your time to talk with us in the next few days, and then? Grab a cup

of co�ee. Enjoy the little things around you. We’ve been through this before, and you’re going to

be okay. We’ll talk to you soon.” Or you might go with something like, “You know, folks, as we

wrap up today, I know everyone is anxious. And I get that. I really do. We’ve never seen a global

pandemic like this, and I’m right there with you . . . feeling like there are all sorts of things we

can’t control. The good news, though, is that your financial future? It doesn’t have to be one of

them. That’s something we can control, and that’s what our team is here to do. So, click that link,

take advantage of a 15-minute phone consult, and we’ll talk with you soon.”

19. BRING 100% OF THE ENERGY.

In an in-person seminar setting, you bring 50% of the energy, and your audience brings the other

50%. In a webinar, because you can’t see your audience, you’re responsible for the full 100%. So

bring it! This doesn’t mean shotgunning Red Bulls and bouncing of the walls — remember, your

pace is critical. It simply means you can’t feed o� your audience’s reactions, so you must keep

your own energy high.

20. WATCH YOUR HANDS, THERE, RICHARD SIMMONS.

In an e�ort to seem energetic and compelling, unseasoned presenters often overdo it with hand

movements. Before you know it, you’re signaling for a fair catch, tossing up jazz hands and

showing your audience how big that fish was.

21. TRUST THAT YOUR NORMAL PRESENTATION IS STILL LANDING.

Just because you can’t see your audience reacting to them, have complete faith that your

poignant stories, the jokes that always get a laugh and the key concepts you’re sharing are still

hitting home. Deliver them allowing the second or two you normally would for your audience to

react or reflect. They’re doing so — it’s just in their living rooms. And this confidence in your

presentation will be the mark of a true online master.

22. INCREASE YOUR SLIDES. (THAT’S RIGHT, I SAID IT.)

In complete contrast to what I’ve always taught for in-person seminars (in which you want to

reduce your slide count to force focus on you as the presenter), in a webinar setting, you want to

increase your slides and visuals. Why? Because viewers in their living rooms have the attention

spans of mosquitoes on crack. Therefore, you should have something new popping up on screen

every 20-30 seconds at a minimum to keep your viewers visually engaged. Use slides, platform

features such as polls and o�er icons and keep it interesting.

23. CONSIDER THE USE OF A PROP.

Don’t overuse this technique (as you’re a financial advisor — not Carrot Top), but think about

where in your presentation you could break away from slides, return on camera and use some

type of physical prop to help explain a concept you’re sharing. Done just once or twice in a 20-30

minute webinar, these “live demos” can be greatly appreciated by your audience, make you more

relatable and break up the predictability of a slide-only presentation.

14. ADJUST YOUR ANECDOTES.

Rather than using “evergreen” client stories about couples wondering about retirement

income or wanting to save on taxes, adjust your stories right now to include client scenarios

involving times of market correction, significant uncertainty or concern about what to do

financially. Remember: “Speak in the language people actually worry,” and you will forge

immediate connection.

15. DON’T WORRY ABOUT LITTLE FLUBS OR INTERRUPTIONS.

Should you be recording from your home o�ce and your dog walks through the background,

you mispronounce a word or your daughter walks directly into your shot and hugs you

goodnight, don’t consider it a busted recording! Those are the very shared human experiences

that endear us to one another right now. Just roll with it and carry on.

16. MANUFACTURE YOUR AUDIENCE.

Accustomed to in-person seminars, many advisors initially struggle not being able to see their

audience. A simple hack to combat this is to place pictures of family members or even clients

right beside your camera. Look at those faces while you deliver your content — envisioning their

smiles, laughter, and gratitude for your help and a�rmation throughout your presentation.

17. IF DELIVERING LIVE WEBINARS, CAPITALIZE ON THE LIVE ELEMENT.

Every webinar platform available (including WebinarJam, GoToWebinar, etc.) allows you to see

attendee names as they’re entering your session. You can also see their questions in the chat

feature. Don’t miss the opportunity to call on some of those names (“Mike, Judy, Denise — I see

you all hopping on! Welcome!” or “Roger had a great question about XYZ that I want to

address.”). This is a great way to “create” an in-person experience while still being online.

18. LEAVE YOUR EGO OFFLINE.

While it’s always been good counsel, now more than ever before is the time to just be human. All

your credentials, designations, accolades and awards mean absolutely nothing to your viewers.

What matters most is your humility, relatability and the ease with which you convey information

and reassurance. Don’t pu� your chest right now. Be real, be raw and connect.

9. ADJUST YOUR OPENING STORY.

Don’t launch directly into your traditional in-person seminar flashbang or opener. To not

acknowledge the elephant in the room right now is actually disconnecting and o�-putting to a

viewer who is highly anxious. Acknowledge the current crisis at the very outset of your

presentation, let viewers know they are not alone and create immediate human connection.

10. FORECAST YOUR PRESENTATION.

Viewers like to have a sense of where you’re going and how long it’s going to take . . . so tell

them. Let them know at the beginning how long your webinar will last, the primary topics you’ll

be covering (remembering that three is the max anyone can absorb) and be sure to dangle some

sort of carrot or o�er for those who stay until the end.

11. PRESENT YOUR OFFER – EARLY & OFTEN.

Even if shortening your presentation to 25-30 minutes, there’s still a good chance some of your

viewers won’t be present at the end. Therefore, don’t “bank” your o�er. Instead, within the first

2-3 minutes, drop it on viewers for the first time — ideally with an o�er icon popping up on

screen (WebinarJam makes this very simple). Let prospects know they can immediately schedule

a time with you for a phone appointment or virtual meeting, and allow them to click your o�er to

set that time right then and there through a Calendly link. Then, roughly every 7-8 minutes of

your presentation, find a reason to repeat your o�er in case you had latecomers to the webinar

who missed earlier CTAs.

12. LEVERAGE SOCIAL PROOFING.

As you see prospects taking advantage of your o�er (this is visible through WebinarJam’s

platform), acknowledge some of them by name. For example, simply say, “George, Alice, Ron,

Sheree — I see you all scheduling times, and that’s awesome! I look forward to talking with each

of you soon!” Obviously refer to them only by first name, and don’t do this too much or it will

become obnoxious, but doing it occasionally can help create the “herd mentality” — helping

other viewers get over any anxiety about scheduling their time to meet.

13. BE THE VOICE OF SEASONED EXPERIENCE.

While none of us has experienced a COVID-19 pandemic before, many of us have experienced

significant market corrections. If so, make reference to your proficiency and understanding of

these times — noting this is not your first rodeo, and you have helped hundreds (or thousands) of

clients navigate waters like these before.

4. QUIT BEING SO SERIOUS.

As weird as it’s going to feel the first few times you do this with no audience . . . just smile! We’ve

all seen webinars in which the presenters looked like the teacher from Ferris Bueller’s Day O� —

cold, boring and uninviting. On the other hand, it’s been scientifically proven that simply seeing a

smile releases instantaneous serotonin in the human brain — serving as an antidepressant and

mood lifter. So, show those pearly whites!

5. DON’T LOSE YOUR LENS.

Oftentimes, webinar presenters get focused on their slide content and forget to look directly at

their camera’s lens while speaking. The result is a speaker who is looking down while talking to

you — a subconscious sign of inferiority or even disrespect to some viewers. So, keep your eyes

on the actual lens of your camera — it’s the equivalent of making eye contact with your audience.

6. KEEP YOUR SHOULDERS WIDE.

Viewers are instinctively suspicious of presenters who are hunched forward with their shoulders

slumped, their arms crossed, their hands folded together or any other mannerism that suggests

they are nervous. These postures convey you are hiding something and/or lack confidence, so

relax and pay attention to your physical presence.

7. BE MINDFUL OF YOUR BACKGROUND.

If presenting from your o�ce, pay attention to what’s behind you. A prospect watching your

webinar will be justifiably concerned if your o�ce looks like an episode of Hoarders or they’re

able to see client files strewn all over your desk. Make sure your background — whether recording

from home or your o�ce — looks warm, organized and inviting.

8. SPEAK FROM YOUR CHEST & LOWER YOUR VOICE.

Generally speaking, we can project from our noses (sounding “nasally,” short of air and slightly

panicked), from our throats (the normal conversational tone of most people) or from our

diaphragms (which inherently comes o� more deliberate because it requires more oxygen to

deliver). It turns out, speaking “from the heart” actually is more e�ective because it’s lower,

slower and conveys reassurance. In their book “Messengers,” Stephen Martin and Joseph Marks

explain that research shows in times of crisis, people actually listen more readily to those who

speak in lower registers. There’s a reason James Earl Jones and Morgan Freeman narrate things.

Listeners find these voices more soothing and confident. Don’t force some awkward Barry White

impression — just be purposeful.

There you have it. 25 tips that will help dramatically improve your e�ectiveness as you pivot to webinar presentations. Study up, but don’t worry about being a master before you host your first session. We’re all somewhat building these planes while flying them, and you’re better o� in the air making progress than on the ground thinking about it. Here’s to helping hundreds of people secure their financial futures!

To your success,

Josh JonesChief Development O�cer, Connection CoachAdvisors Excel

Whether an in-person seminar or a webinar, please keep in mind:

When incorporating stories or anecdotes, please keep in mind the following:

The SEC prohibits advertisements “which refer, directly or indirectly, to any testimonial of any kind concerning the investment adviser or concerning any advice, analysis, report or other service rendered by such investment adviser.” The SEC has consistently interpreted the term “testimonial” to include a “statement of a client’s experience with, or endorsement of, an investment adviser.”

To help avoid violating the prohibition on testimonials (including implied testimonials) here are some guidelines: Advisors may not use direct quotes from clients in advertising. Advisors may not describe recommendations, plans or services related to specific clients. Advisors may not describe or imply an outcome related to specific clients or that clients in general normally experience a positive result concerning the advisor.

Advisors may describe a client’s general financial situation prior to the client’s involvement with the advisor. Advisors may hypothetically describe the advice they generally provide or plan they normally put in place for clients in similar circumstances to the circumstances that they have described regarding a client. However, the advisor may not describe the outcome or results of such advice or plans.

Discussion of securities and securities transactions by those lacking the appropriate registration places their insurance license at risk. This includes providing advice regarding the consumer’s specific securities or securities investment performance, or comparing consumer investment performance with other financial products, including annuity contracts or life insurance policies.

This resource is provided for informational purposes. It discusses a variety of technologies and strategies; producers are ultimately responsible for the use or implementation of these materials and must be aware of all applicable compliance requirements; including those of any broker-dealer or Registered Investment Advisor with which they may be a�liated, the insurance carriers they represent, federal regulations and state insurance regulations.

Investment advisors are strongly encouraged to obtain pre-approval from the broker-dealer and/or Registered Investment Adviser with which they may be a�liated prior to incorporating new technologies, software, or marketing pieces into their practice.

1142024 For financial professional use only.

HEADS UP: Webinars are NOT the same as in-person seminars. If you bring your traditional dinner seminar or informational workshop game to a webinar setting without making a few key adjustments, your conversion rates ARE going to su�er. So, take a few minutes and get yourself hip to these slight modifications and best practices, and then let’s go hop online and help people through these challenging times!

1. KEEP IT SHORT.

While the ideal dinner seminar or informational workshop might be 50-55 minutes in duration,

the ideal webinar is between 25-30 minutes. Your viewers are sitting in their living room or

kitchen watching, and let’s face it: It’s hard to compete with Netflix and their other 50

distractions. So, get in, get out and point them to your call-to-action for the next step.

2. OPEN & CLOSE WITH YOUR FACE ON SCREEN.

Remember, the sole purpose of any presentation — whether in-person or online — is to

CONNECT. The single greatest thing you can do right now to achieve this is to be a fellow human

being, so don’t hide behind your slides. Simply having your first and last few minutes of the

webinar feature only your face on screen can greatly aid in connecting.

3. TAKE UP ABOUT TWO-THIRDS OF THE SCREEN WITH YOUR TORSO AND FACE.

While occupying the frame, don’t sit so closely to the camera that your audience can see up your

nose, but don’t sit so far back that they struggle to notice your facial expressions. Think of your

webinar as a State of the Union address when framing your shot.

24. LEVERAGE THE TRUE NINJA’S GREATEST WEAPON: CONGRUENCE.

In the first few minutes of your presentation, pose a few rhetorical questions to your viewers. For

example, “As we get started today, I want to ask you a few questions just to get you thinking as

we walk through the rest of our time together. First, ‘Are you the type of person who thinks that

in the middle of a crisis, you're better o� to freeze, or are you better o� taking action?’ Or put

di�erently, ‘Are you the type of person who thinks when things are coming your way, that you

should just sit there and let them happen to you, or are you more the type who thinks you should

step out of the way and change your approach?”

By asking these questions at the outset of your webinar, you will get your audience

subconsciously identifying with the latter group. Then, as you conclude your presentation, return

to this idea with something like, “If you're the type of person who thinks in the middle of a crisis

you shouldn't freeze or panic but instead you should take action, here's the action I would

recommend that you take.’”

At that point, your audience has two choices: They can either be non-congruent and say to

themselves, “Well, actually, I was lying before and I actually am the type of person to panic,” or

they can take the action that you recommended. Research has proven that the human brain

longs for congruence. In other words, people subconsciously desire to see their “ideal self” and

“actual self” be one and the same. This can be incredibly powerful in moving your audience to

action.

25. END WITH SOMETHING ENDEARING.

At the conclusion of your 25-30 minute webinar, be mindful of the fact that you have likely just

given your audience a fair bit to consider. So, knowing that their minds may be full at that point,

return on camera and end with a soothing statement. For example, you might say, “Click the link

on your screen to schedule your time to talk with us in the next few days, and then? Grab a cup

of co�ee. Enjoy the little things around you. We’ve been through this before, and you’re going to

be okay. We’ll talk to you soon.” Or you might go with something like, “You know, folks, as we

wrap up today, I know everyone is anxious. And I get that. I really do. We’ve never seen a global

pandemic like this, and I’m right there with you . . . feeling like there are all sorts of things we

can’t control. The good news, though, is that your financial future? It doesn’t have to be one of

them. That’s something we can control, and that’s what our team is here to do. So, click that link,

take advantage of a 15-minute phone consult, and we’ll talk with you soon.”

19. BRING 100% OF THE ENERGY.

In an in-person seminar setting, you bring 50% of the energy, and your audience brings the other

50%. In a webinar, because you can’t see your audience, you’re responsible for the full 100%. So

bring it! This doesn’t mean shotgunning Red Bulls and bouncing of the walls — remember, your

pace is critical. It simply means you can’t feed o� your audience’s reactions, so you must keep

your own energy high.

20. WATCH YOUR HANDS, THERE, RICHARD SIMMONS.

In an e�ort to seem energetic and compelling, unseasoned presenters often overdo it with hand

movements. Before you know it, you’re signaling for a fair catch, tossing up jazz hands and

showing your audience how big that fish was.

21. TRUST THAT YOUR NORMAL PRESENTATION IS STILL LANDING.

Just because you can’t see your audience reacting to them, have complete faith that your

poignant stories, the jokes that always get a laugh and the key concepts you’re sharing are still

hitting home. Deliver them allowing the second or two you normally would for your audience to

react or reflect. They’re doing so — it’s just in their living rooms. And this confidence in your

presentation will be the mark of a true online master.

22. INCREASE YOUR SLIDES. (THAT’S RIGHT, I SAID IT.)

In complete contrast to what I’ve always taught for in-person seminars (in which you want to

reduce your slide count to force focus on you as the presenter), in a webinar setting, you want to

increase your slides and visuals. Why? Because viewers in their living rooms have the attention

spans of mosquitoes on crack. Therefore, you should have something new popping up on screen

every 20-30 seconds at a minimum to keep your viewers visually engaged. Use slides, platform

features such as polls and o�er icons and keep it interesting.

23. CONSIDER THE USE OF A PROP.

Don’t overuse this technique (as you’re a financial advisor — not Carrot Top), but think about

where in your presentation you could break away from slides, return on camera and use some

type of physical prop to help explain a concept you’re sharing. Done just once or twice in a 20-30

minute webinar, these “live demos” can be greatly appreciated by your audience, make you more

relatable and break up the predictability of a slide-only presentation.

14. ADJUST YOUR ANECDOTES.

Rather than using “evergreen” client stories about couples wondering about retirement

income or wanting to save on taxes, adjust your stories right now to include client scenarios

involving times of market correction, significant uncertainty or concern about what to do

financially. Remember: “Speak in the language people actually worry,” and you will forge

immediate connection.

15. DON’T WORRY ABOUT LITTLE FLUBS OR INTERRUPTIONS.

Should you be recording from your home o�ce and your dog walks through the background,

you mispronounce a word or your daughter walks directly into your shot and hugs you

goodnight, don’t consider it a busted recording! Those are the very shared human experiences

that endear us to one another right now. Just roll with it and carry on.

16. MANUFACTURE YOUR AUDIENCE.

Accustomed to in-person seminars, many advisors initially struggle not being able to see their

audience. A simple hack to combat this is to place pictures of family members or even clients

right beside your camera. Look at those faces while you deliver your content — envisioning their

smiles, laughter, and gratitude for your help and a�rmation throughout your presentation.

17. IF DELIVERING LIVE WEBINARS, CAPITALIZE ON THE LIVE ELEMENT.

Every webinar platform available (including WebinarJam, GoToWebinar, etc.) allows you to see

attendee names as they’re entering your session. You can also see their questions in the chat

feature. Don’t miss the opportunity to call on some of those names (“Mike, Judy, Denise — I see

you all hopping on! Welcome!” or “Roger had a great question about XYZ that I want to

address.”). This is a great way to “create” an in-person experience while still being online.

18. LEAVE YOUR EGO OFFLINE.

While it’s always been good counsel, now more than ever before is the time to just be human. All

your credentials, designations, accolades and awards mean absolutely nothing to your viewers.

What matters most is your humility, relatability and the ease with which you convey information

and reassurance. Don’t pu� your chest right now. Be real, be raw and connect.

9. ADJUST YOUR OPENING STORY.

Don’t launch directly into your traditional in-person seminar flashbang or opener. To not

acknowledge the elephant in the room right now is actually disconnecting and o�-putting to a

viewer who is highly anxious. Acknowledge the current crisis at the very outset of your

presentation, let viewers know they are not alone and create immediate human connection.

10. FORECAST YOUR PRESENTATION.

Viewers like to have a sense of where you’re going and how long it’s going to take . . . so tell

them. Let them know at the beginning how long your webinar will last, the primary topics you’ll

be covering (remembering that three is the max anyone can absorb) and be sure to dangle some

sort of carrot or o�er for those who stay until the end.

11. PRESENT YOUR OFFER – EARLY & OFTEN.

Even if shortening your presentation to 25-30 minutes, there’s still a good chance some of your

viewers won’t be present at the end. Therefore, don’t “bank” your o�er. Instead, within the first

2-3 minutes, drop it on viewers for the first time — ideally with an o�er icon popping up on

screen (WebinarJam makes this very simple). Let prospects know they can immediately schedule

a time with you for a phone appointment or virtual meeting, and allow them to click your o�er to

set that time right then and there through a Calendly link. Then, roughly every 7-8 minutes of

your presentation, find a reason to repeat your o�er in case you had latecomers to the webinar

who missed earlier CTAs.

12. LEVERAGE SOCIAL PROOFING.

As you see prospects taking advantage of your o�er (this is visible through WebinarJam’s

platform), acknowledge some of them by name. For example, simply say, “George, Alice, Ron,

Sheree — I see you all scheduling times, and that’s awesome! I look forward to talking with each

of you soon!” Obviously refer to them only by first name, and don’t do this too much or it will

become obnoxious, but doing it occasionally can help create the “herd mentality” — helping

other viewers get over any anxiety about scheduling their time to meet.

13. BE THE VOICE OF SEASONED EXPERIENCE.

While none of us has experienced a COVID-19 pandemic before, many of us have experienced

significant market corrections. If so, make reference to your proficiency and understanding of

these times — noting this is not your first rodeo, and you have helped hundreds (or thousands) of

clients navigate waters like these before.

4. QUIT BEING SO SERIOUS.

As weird as it’s going to feel the first few times you do this with no audience . . . just smile! We’ve

all seen webinars in which the presenters looked like the teacher from Ferris Bueller’s Day O� —

cold, boring and uninviting. On the other hand, it’s been scientifically proven that simply seeing a

smile releases instantaneous serotonin in the human brain — serving as an antidepressant and

mood lifter. So, show those pearly whites!

5. DON’T LOSE YOUR LENS.

Oftentimes, webinar presenters get focused on their slide content and forget to look directly at

their camera’s lens while speaking. The result is a speaker who is looking down while talking to

you — a subconscious sign of inferiority or even disrespect to some viewers. So, keep your eyes

on the actual lens of your camera — it’s the equivalent of making eye contact with your audience.

6. KEEP YOUR SHOULDERS WIDE.

Viewers are instinctively suspicious of presenters who are hunched forward with their shoulders

slumped, their arms crossed, their hands folded together or any other mannerism that suggests

they are nervous. These postures convey you are hiding something and/or lack confidence, so

relax and pay attention to your physical presence.

7. BE MINDFUL OF YOUR BACKGROUND.

If presenting from your o�ce, pay attention to what’s behind you. A prospect watching your

webinar will be justifiably concerned if your o�ce looks like an episode of Hoarders or they’re

able to see client files strewn all over your desk. Make sure your background — whether recording

from home or your o�ce — looks warm, organized and inviting.

8. SPEAK FROM YOUR CHEST & LOWER YOUR VOICE.

Generally speaking, we can project from our noses (sounding “nasally,” short of air and slightly

panicked), from our throats (the normal conversational tone of most people) or from our

diaphragms (which inherently comes o� more deliberate because it requires more oxygen to

deliver). It turns out, speaking “from the heart” actually is more e�ective because it’s lower,

slower and conveys reassurance. In their book “Messengers,” Stephen Martin and Joseph Marks

explain that research shows in times of crisis, people actually listen more readily to those who

speak in lower registers. There’s a reason James Earl Jones and Morgan Freeman narrate things.

Listeners find these voices more soothing and confident. Don’t force some awkward Barry White

impression — just be purposeful.

There you have it. 25 tips that will help dramatically improve your e�ectiveness as you pivot to webinar presentations. Study up, but don’t worry about being a master before you host your first session. We’re all somewhat building these planes while flying them, and you’re better o� in the air making progress than on the ground thinking about it. Here’s to helping hundreds of people secure their financial futures!

To your success,

Josh JonesChief Development O�cer, Connection CoachAdvisors Excel

Whether an in-person seminar or a webinar, please keep in mind:

When incorporating stories or anecdotes, please keep in mind the following:

The SEC prohibits advertisements “which refer, directly or indirectly, to any testimonial of any kind concerning the investment adviser or concerning any advice, analysis, report or other service rendered by such investment adviser.” The SEC has consistently interpreted the term “testimonial” to include a “statement of a client’s experience with, or endorsement of, an investment adviser.”

To help avoid violating the prohibition on testimonials (including implied testimonials) here are some guidelines: Advisors may not use direct quotes from clients in advertising. Advisors may not describe recommendations, plans or services related to specific clients. Advisors may not describe or imply an outcome related to specific clients or that clients in general normally experience a positive result concerning the advisor.

Advisors may describe a client’s general financial situation prior to the client’s involvement with the advisor. Advisors may hypothetically describe the advice they generally provide or plan they normally put in place for clients in similar circumstances to the circumstances that they have described regarding a client. However, the advisor may not describe the outcome or results of such advice or plans.

Discussion of securities and securities transactions by those lacking the appropriate registration places their insurance license at risk. This includes providing advice regarding the consumer’s specific securities or securities investment performance, or comparing consumer investment performance with other financial products, including annuity contracts or life insurance policies.

This resource is provided for informational purposes. It discusses a variety of technologies and strategies; producers are ultimately responsible for the use or implementation of these materials and must be aware of all applicable compliance requirements; including those of any broker-dealer or Registered Investment Advisor with which they may be a�liated, the insurance carriers they represent, federal regulations and state insurance regulations.

Investment advisors are strongly encouraged to obtain pre-approval from the broker-dealer and/or Registered Investment Adviser with which they may be a�liated prior to incorporating new technologies, software, or marketing pieces into their practice.

1142024 For financial professional use only.

HEADS UP: Webinars are NOT the same as in-person seminars. If you bring your traditional dinner seminar or informational workshop game to a webinar setting without making a few key adjustments, your conversion rates ARE going to su�er. So, take a few minutes and get yourself hip to these slight modifications and best practices, and then let’s go hop online and help people through these challenging times!

1. KEEP IT SHORT.

While the ideal dinner seminar or informational workshop might be 50-55 minutes in duration,

the ideal webinar is between 25-30 minutes. Your viewers are sitting in their living room or

kitchen watching, and let’s face it: It’s hard to compete with Netflix and their other 50

distractions. So, get in, get out and point them to your call-to-action for the next step.

2. OPEN & CLOSE WITH YOUR FACE ON SCREEN.

Remember, the sole purpose of any presentation — whether in-person or online — is to

CONNECT. The single greatest thing you can do right now to achieve this is to be a fellow human

being, so don’t hide behind your slides. Simply having your first and last few minutes of the

webinar feature only your face on screen can greatly aid in connecting.

3. TAKE UP ABOUT TWO-THIRDS OF THE SCREEN WITH YOUR TORSO AND FACE.

While occupying the frame, don’t sit so closely to the camera that your audience can see up your

nose, but don’t sit so far back that they struggle to notice your facial expressions. Think of your

webinar as a State of the Union address when framing your shot.

24. LEVERAGE THE TRUE NINJA’S GREATEST WEAPON: CONGRUENCE.

In the first few minutes of your presentation, pose a few rhetorical questions to your viewers. For

example, “As we get started today, I want to ask you a few questions just to get you thinking as

we walk through the rest of our time together. First, ‘Are you the type of person who thinks that

in the middle of a crisis, you're better o� to freeze, or are you better o� taking action?’ Or put

di�erently, ‘Are you the type of person who thinks when things are coming your way, that you

should just sit there and let them happen to you, or are you more the type who thinks you should

step out of the way and change your approach?”

By asking these questions at the outset of your webinar, you will get your audience

subconsciously identifying with the latter group. Then, as you conclude your presentation, return

to this idea with something like, “If you're the type of person who thinks in the middle of a crisis

you shouldn't freeze or panic but instead you should take action, here's the action I would

recommend that you take.’”

At that point, your audience has two choices: They can either be non-congruent and say to

themselves, “Well, actually, I was lying before and I actually am the type of person to panic,” or

they can take the action that you recommended. Research has proven that the human brain

longs for congruence. In other words, people subconsciously desire to see their “ideal self” and

“actual self” be one and the same. This can be incredibly powerful in moving your audience to

action.

25. END WITH SOMETHING ENDEARING.

At the conclusion of your 25-30 minute webinar, be mindful of the fact that you have likely just

given your audience a fair bit to consider. So, knowing that their minds may be full at that point,

return on camera and end with a soothing statement. For example, you might say, “Click the link

on your screen to schedule your time to talk with us in the next few days, and then? Grab a cup

of co�ee. Enjoy the little things around you. We’ve been through this before, and you’re going to

be okay. We’ll talk to you soon.” Or you might go with something like, “You know, folks, as we

wrap up today, I know everyone is anxious. And I get that. I really do. We’ve never seen a global

pandemic like this, and I’m right there with you . . . feeling like there are all sorts of things we

can’t control. The good news, though, is that your financial future? It doesn’t have to be one of

them. That’s something we can control, and that’s what our team is here to do. So, click that link,

take advantage of a 15-minute phone consult, and we’ll talk with you soon.”

19. BRING 100% OF THE ENERGY.

In an in-person seminar setting, you bring 50% of the energy, and your audience brings the other

50%. In a webinar, because you can’t see your audience, you’re responsible for the full 100%. So

bring it! This doesn’t mean shotgunning Red Bulls and bouncing of the walls — remember, your

pace is critical. It simply means you can’t feed o� your audience’s reactions, so you must keep

your own energy high.

20. WATCH YOUR HANDS, THERE, RICHARD SIMMONS.

In an e�ort to seem energetic and compelling, unseasoned presenters often overdo it with hand

movements. Before you know it, you’re signaling for a fair catch, tossing up jazz hands and

showing your audience how big that fish was.

21. TRUST THAT YOUR NORMAL PRESENTATION IS STILL LANDING.

Just because you can’t see your audience reacting to them, have complete faith that your

poignant stories, the jokes that always get a laugh and the key concepts you’re sharing are still

hitting home. Deliver them allowing the second or two you normally would for your audience to

react or reflect. They’re doing so — it’s just in their living rooms. And this confidence in your

presentation will be the mark of a true online master.

22. INCREASE YOUR SLIDES. (THAT’S RIGHT, I SAID IT.)

In complete contrast to what I’ve always taught for in-person seminars (in which you want to

reduce your slide count to force focus on you as the presenter), in a webinar setting, you want to

increase your slides and visuals. Why? Because viewers in their living rooms have the attention

spans of mosquitoes on crack. Therefore, you should have something new popping up on screen

every 20-30 seconds at a minimum to keep your viewers visually engaged. Use slides, platform

features such as polls and o�er icons and keep it interesting.

23. CONSIDER THE USE OF A PROP.

Don’t overuse this technique (as you’re a financial advisor — not Carrot Top), but think about

where in your presentation you could break away from slides, return on camera and use some

type of physical prop to help explain a concept you’re sharing. Done just once or twice in a 20-30

minute webinar, these “live demos” can be greatly appreciated by your audience, make you more

relatable and break up the predictability of a slide-only presentation.

14. ADJUST YOUR ANECDOTES.

Rather than using “evergreen” client stories about couples wondering about retirement

income or wanting to save on taxes, adjust your stories right now to include client scenarios

involving times of market correction, significant uncertainty or concern about what to do

financially. Remember: “Speak in the language people actually worry,” and you will forge

immediate connection.

15. DON’T WORRY ABOUT LITTLE FLUBS OR INTERRUPTIONS.

Should you be recording from your home o�ce and your dog walks through the background,

you mispronounce a word or your daughter walks directly into your shot and hugs you

goodnight, don’t consider it a busted recording! Those are the very shared human experiences

that endear us to one another right now. Just roll with it and carry on.

16. MANUFACTURE YOUR AUDIENCE.

Accustomed to in-person seminars, many advisors initially struggle not being able to see their

audience. A simple hack to combat this is to place pictures of family members or even clients

right beside your camera. Look at those faces while you deliver your content — envisioning their

smiles, laughter, and gratitude for your help and a�rmation throughout your presentation.

17. IF DELIVERING LIVE WEBINARS, CAPITALIZE ON THE LIVE ELEMENT.

Every webinar platform available (including WebinarJam, GoToWebinar, etc.) allows you to see

attendee names as they’re entering your session. You can also see their questions in the chat

feature. Don’t miss the opportunity to call on some of those names (“Mike, Judy, Denise — I see

you all hopping on! Welcome!” or “Roger had a great question about XYZ that I want to

address.”). This is a great way to “create” an in-person experience while still being online.

18. LEAVE YOUR EGO OFFLINE.

While it’s always been good counsel, now more than ever before is the time to just be human. All

your credentials, designations, accolades and awards mean absolutely nothing to your viewers.

What matters most is your humility, relatability and the ease with which you convey information

and reassurance. Don’t pu� your chest right now. Be real, be raw and connect.

9. ADJUST YOUR OPENING STORY.

Don’t launch directly into your traditional in-person seminar flashbang or opener. To not

acknowledge the elephant in the room right now is actually disconnecting and o�-putting to a

viewer who is highly anxious. Acknowledge the current crisis at the very outset of your

presentation, let viewers know they are not alone and create immediate human connection.

10. FORECAST YOUR PRESENTATION.

Viewers like to have a sense of where you’re going and how long it’s going to take . . . so tell

them. Let them know at the beginning how long your webinar will last, the primary topics you’ll

be covering (remembering that three is the max anyone can absorb) and be sure to dangle some

sort of carrot or o�er for those who stay until the end.

11. PRESENT YOUR OFFER – EARLY & OFTEN.

Even if shortening your presentation to 25-30 minutes, there’s still a good chance some of your

viewers won’t be present at the end. Therefore, don’t “bank” your o�er. Instead, within the first

2-3 minutes, drop it on viewers for the first time — ideally with an o�er icon popping up on

screen (WebinarJam makes this very simple). Let prospects know they can immediately schedule

a time with you for a phone appointment or virtual meeting, and allow them to click your o�er to

set that time right then and there through a Calendly link. Then, roughly every 7-8 minutes of

your presentation, find a reason to repeat your o�er in case you had latecomers to the webinar

who missed earlier CTAs.

12. LEVERAGE SOCIAL PROOFING.

As you see prospects taking advantage of your o�er (this is visible through WebinarJam’s

platform), acknowledge some of them by name. For example, simply say, “George, Alice, Ron,

Sheree — I see you all scheduling times, and that’s awesome! I look forward to talking with each

of you soon!” Obviously refer to them only by first name, and don’t do this too much or it will

become obnoxious, but doing it occasionally can help create the “herd mentality” — helping

other viewers get over any anxiety about scheduling their time to meet.

13. BE THE VOICE OF SEASONED EXPERIENCE.

While none of us has experienced a COVID-19 pandemic before, many of us have experienced

significant market corrections. If so, make reference to your proficiency and understanding of

these times — noting this is not your first rodeo, and you have helped hundreds (or thousands) of

clients navigate waters like these before.

4. QUIT BEING SO SERIOUS.

As weird as it’s going to feel the first few times you do this with no audience . . . just smile! We’ve

all seen webinars in which the presenters looked like the teacher from Ferris Bueller’s Day O� —

cold, boring and uninviting. On the other hand, it’s been scientifically proven that simply seeing a

smile releases instantaneous serotonin in the human brain — serving as an antidepressant and

mood lifter. So, show those pearly whites!

5. DON’T LOSE YOUR LENS.

Oftentimes, webinar presenters get focused on their slide content and forget to look directly at

their camera’s lens while speaking. The result is a speaker who is looking down while talking to

you — a subconscious sign of inferiority or even disrespect to some viewers. So, keep your eyes

on the actual lens of your camera — it’s the equivalent of making eye contact with your audience.

6. KEEP YOUR SHOULDERS WIDE.

Viewers are instinctively suspicious of presenters who are hunched forward with their shoulders

slumped, their arms crossed, their hands folded together or any other mannerism that suggests

they are nervous. These postures convey you are hiding something and/or lack confidence, so

relax and pay attention to your physical presence.

7. BE MINDFUL OF YOUR BACKGROUND.

If presenting from your o�ce, pay attention to what’s behind you. A prospect watching your

webinar will be justifiably concerned if your o�ce looks like an episode of Hoarders or they’re

able to see client files strewn all over your desk. Make sure your background — whether recording

from home or your o�ce — looks warm, organized and inviting.

8. SPEAK FROM YOUR CHEST & LOWER YOUR VOICE.

Generally speaking, we can project from our noses (sounding “nasally,” short of air and slightly

panicked), from our throats (the normal conversational tone of most people) or from our

diaphragms (which inherently comes o� more deliberate because it requires more oxygen to

deliver). It turns out, speaking “from the heart” actually is more e�ective because it’s lower,

slower and conveys reassurance. In their book “Messengers,” Stephen Martin and Joseph Marks

explain that research shows in times of crisis, people actually listen more readily to those who

speak in lower registers. There’s a reason James Earl Jones and Morgan Freeman narrate things.

Listeners find these voices more soothing and confident. Don’t force some awkward Barry White

impression — just be purposeful.

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