Why Your Last Webinar Was a Waste of Money (And How to Fix It)
I’ve seen it a hundred times here in Brisbane. A local business owner—maybe a mortgage broker in Indooroopilly or a solar installer in Geebung—spends three weeks preparing a "webinar." They buy the fancy software, they sweat over 50 PowerPoint slides, and they spend an hour talking to a computer screen.
Then, they take that recording, stick it on their website, and... nothing. No phone calls. No new enquiries. Just a video sitting there getting three views a month, two of which were the owner checking if the link still works.
Most of what you’ve been told about "webinar best practices" is absolute rubbish designed to sell software subscriptions, not to put money in your bank account. If you’re a busy business owner, you don’t need a "perfectly produced digital event." You need a video that works like a 24/7 salesperson.
In this guide, I’m going to bust the myths that are costing you money and show you how to record a video that actually gets people to pick up the phone.
Myth #1: You Need a Professional Studio and Fancy Gear
This is the biggest lie in marketing. Business owners think they need a $5,000 camera, a soundproof room, and a lighting rig that looks like a film set.
The Reality: Your customers don't care about your production value; they care about whether you can fix their problem.
I recently talked to a landscaper in Cleveland who was terrified of recording his presentation because his office was "a mess." I told him what I’ll tell you: people actually trust you more when you look like a real person working in a real business. If it’s too polished, it looks like a late-night infomercial.
Using simple videos to get customers is far more effective than trying to be a Hollywood director. All you need is a decent smartphone or a basic webcam, a $50 lapel microphone from JB Hi-Fi, and a window for some natural light.
If you spend $2,000 on gear before you’ve made $2,000 in sales from your video, you’ve failed the first test of business: keeping overheads low.
Myth #2: Longer is Better (The "Value" Trap)
Marketers love to tell you that a webinar should be 45 to 60 minutes long to "build authority."
The Reality: Your customers are busy. They have kids to pick up from school, dinner to cook, and their own businesses to run. If you ask for an hour of their time, they’ll click away in five minutes.
I’ve audited dozens of recordings for Brisbane professional services. Usually, the first 15 minutes are just the owner talking about their cat, their degrees, and "waiting for a few more people to join." That is a death sentence for your sales.
The Fix: 1. Cut the fluff: Start the recording the second you have something useful to say. 2. The 20-Minute Rule: If you can’t explain how you solve a problem in 20 minutes, you don’t understand your business well enough. 3. Respect their time: Tell them exactly what they will learn in the first 60 seconds.
Myth #3: You Should Hide the Recording Behind a Form
Common "expert" advice says you must make people give you their email address to watch your recording. This is called "gating" your content.
The Reality: For a small local business, this often does more harm than good. You’re putting a brick wall between a potential customer and the information they need to trust you.
Think about it. If you’re looking for a plumber to fix a hot water system, are you going to fill out a 5-field form and wait for an email link just to watch a 10-minute video on how they work? No. You’re going to call the guy who showed you the solution immediately on his homepage.
When to hide it: Only if you are selling a high-ticket, complex service (like financial planning or large-scale construction) where the lead quality matters more than the quantity. When to keep it open: For 90% of Brisbane businesses, just put the video on your page. Let them watch it. If they like you, they’ll call.
How to Actually Record a Video That Sells
If you want your recording to actually bring in money, you need to follow a specific structure. Forget the "educational" approach. This is a sales tool.
1. The "I Feel Your Pain" Opening
Spend the first two minutes talking about the exact problem your customer is facing right now. If you're a mechanic, talk about that weird clicking sound in their European car that other shops can't find. If you're an accountant, talk about the stress of BAS time.2. The "Real Proof" Section
Don't just tell them you're good. Show them. This is where showing your real business pays off. Show a photo of a job you finished in Chermside last week. Show a screenshot of a text message from a happy client. This builds more trust than a thousand "stock photos" of people in suits shaking hands.3. The Simple Solution
Explain your process. People are afraid of the unknown. If they know exactly what happens when they call you—Step 1: We chat, Step 2: I come out for a quote, Step 3: We do the work—they are ten times more likely to hire you.4. The "Call Me Now" Ending
Every single recording must end with a clear instruction. Don't say "Thanks for watching." Say "If you want us to handle this for you, click the button below or call 07 XXXX XXXX right now."The Technical Stuff (That Actually Matters)
I promised no jargon, so here is the bare minimum you need to know so you don't look like an amateur.
Sound is King: People will watch a grainy video, but they will turn off a video with echoing or quiet sound. Buy a cheap microphone. Don't use the one built into your laptop. Your Phone is Fine: If you have an iPhone or a Samsung from the last three years, it is better than most expensive cameras. Just make sure vertical videos on your phone are used for social media, but for a main website recording, turn the phone sideways (horizontal). The "Works on Phones" Test: Before you publish your recording, open it on your own phone. Does it load fast? Can you hear it? Is the "Call Now" button easy to hit with a thumb? Most of your customers in Brisbane are looking at your site while sitting on the bus or waiting for a coffee.
What’s a Waste of Money?
Intro Animations: Those 10-second spinning logo clips with loud music? Nobody likes them. They just delay the information. Delete them. Paid "Webinar Platforms": Unless you are running live events for 500+ people every week, you don't need to pay $100/month for specialized software. Record it on Zoom (the free version works) or even just record your screen using a tool like Loom. Professional Editing: You don't need fancy transitions or background music. In fact, background music often makes it harder for people to hear what you’re saying. Just trim the start and the end where you’re fumbling with the mouse, and you’re done.
How Long Until You See Results?
This isn't magic. You won't put a video up and get 50 calls by lunchtime.
However, what you will notice is that the quality of your phone calls changes. Instead of people asking "How much do you charge?", they’ll start saying "I saw your video and I liked how you explained the process. When can you start?"
Usually, if you have decent traffic to your website, you'll see a change in your enquiry rate within 30 days. It’s about building a bridge of trust before the first conversation even happens.
Your Action Plan
1. Stop overthinking it. Grab your phone today. 2. Pick one problem your customers always ask about. 3. Record a 10-minute video explaining how you fix it. Show a real example of a local job. 4. Put it on your website with a big fat button that says "Book a Quote."
Most of your competitors in Brisbane are too lazy or too scared to do this. They are still relying on boring text and stock photos. If you show your face and prove you know your stuff, you win.
At Local Marketing Group, we help Brisbane business owners cut through the noise and get real results. We don't care about "viral videos" or "engagement metrics." We care about your phone ringing.
If you want a hand getting your marketing sorted without the jargon, get in touch with us here.