What I Learned After Writing An 8-Figure Webinar Funnel

So for the past few years I’ve been working with a client to help write, and re-write, and test and optimize every single piece of their main webinar funnel… along with a number of other webinar funnels for other offers we have.

And after 1,000+ emails, hundreds of Facebook ads, hundreds of headline tests, etc, etc, with this one funnel alone… I’ve developed a pretty good understand on how to take a webinar that’s converting well and roll it out with some pretty stellar results.

And specifically by stellar results I mean having a profitable, scalable multiple 8 figure webinar that’s been running non-stop for years.

If you have a webinar funnel that’s converting well, but you think it could do much better, then here’s a few observations I’ve made and some strategies you can implement to really pour some gasoline on the fire and scale up fast…

1. Follow Gary Bencivenga’s Advice

If you don’t know who Gary B is, then you should look him up.

The guy is, in my opinion, the best direct response copywriter alive… and possibly the best of all time.

One of his main beliefs for the advertising campaigns he created was if you want to create winning ads, you have to make your advertisements look valuable.

I think this applies to webinar funnels as well.

You need to make your webinar as valuable as possible.

There’s a couple of ways you can do this.

Can you call you webinar a free training or an online event or a workshop, rather than just a webinar?

Can you make your “big idea” stronger and more aligned with your core markets strongest desires?

Can you reveal some amazing case studies or lessons or content that is more valuable than what people normally would see on other trainings?

Can you offer information people simply can’t find anywhere else?

Whatever you do, you have to turn your “webinar” into a can’t miss event in this person’s life.

2. Plug Up The Holes In Your Bucket

With a webinar funnel, you’re always going to have some leakage along the way.

You have to get people to click your ad.

You have to get people to register.

You have to get people to read your emails.

You have to get people to block off some time to watch it.

You have to get people to show up.

You have to get people to stay the whole time until they see the pitch.

There are a LOT of opportunities for people to slip through the cracks.

So, it’s your job to plug all the holes in this leaky bucket by using what I like to call “contingency emails.”

What you need to do is make a decision map of every single point along the way through your funnel.

You need to orchestrate a “perfect path.” Think of this like your best case scenario. They click, they register, they add the date to their calendar, they show up, they stay until the end, and then they buy.

Once you understand the perfect path, think about all the ways you can scoop up the people who aren’t following that path.

Clicked the ad but didn’t register? Retarget them.

Registered, but you wanna make sure they show up? Send them a series of nurture emails and a series of reminder emails.

Didn’t show up? Send them a replay.

Didn’t stay the whole time? Send them a replay and info about the offer.

Saw the offer but didn’t buy? Send them an objection handling email sequence and then your “cart close” sequence.

Didn’t engage with anything after they initially registered? Send them a scoop up campaign and get them to register for the next showing/next event.

See what I’m saying?

There are always going to be holes in your bucket. But if your webinar is converting well, then just focusing on getting people to consume your content has the potential to double or even triple your sales — without you having to worry about paying for more registrants.

Plug up your holes first, then worrying about doubling your ad budget.

3. Keep Them Congruent

When someone registers for a webinar, it’s kind of a big deal for that person. They are committing to blocking off an hour or two (or more) of their time to attend your event/training.

I’m going to guess that your headline/title/reg page got them very emotionally involved — to the point where they commit to signing up.

Now, don’t squander this state of emotional arousal. You need to capitalize on this and deepen the commitment they made.

Robert Cialdini tells us in his book Influence that people like to act in a way that’s congruent with their self-image.

I’ve always thought this rule was the most important one in his entire book.

And my interpretation of it is that if someone commits to an idea, that is now part of their identity.

If they say they want ________, and have either publicly stated this desire or made a big decision to further their progress toward this goal… then it’s difficult for them to turn around and say “No, I lied to myself and everyone I know, I don’t want to do ______. I was jk Lolz”

Right?

People don’t normally do that.

So while someone is in this emotional state where they took the next step in achieving their mission and signed up for your webinar… and they feel good about themselves, provide opportunities to strengthen this level of commitment.

Tell them to add it to their calendar.

Tell them to sign up for messenger reminders.

Tell them to sign up for text reminders.

Tell them to share it with their friends (could get some viral traffic with this one).

Tell them to get excited and start doing some HW before the event.

All of these things will help make people even more committed to showing up.

Think about it, if you have this event on your calendar, you’re getting texts about it, you’re getting messenger bot reminders, and you start thinking about all the great things that are going to happen in your life once you learn how to do XYZ… then you’re probably going to be much more likely to show up because you’re invested in the process.

This is kind of an UNSEXY topic… and it seems so simple… but so many people have crappy confirmation pages. And it really hurts their numbers.

The confirmation page is almost as important as your registration page — don’t neglect this part of the funnel.

4. FOMO

FOMO means fear of missing out.

And it’s a basic human emotion that everyone feels.

One of the reasons webinars work so well is because they’re not like a sales letter that you can view anytime you want.

They happen at certain times and certain dates. Even on-demand webinars have this kind of rigidity in their showing times — you still have to click and sign up and choose when to watch (or wait a few minutes until it starts).

But that’s great.

You need to leverage this FOMO.

Meaning, your webinars are only available at certain points in time. And if they miss this one, they’re really going to miss out.

Webinars come with built-in deadlines — which is pretty cool — so take advantage of this.

Also:

Your replays should also only be available for a limited amount of time. If you leave it open-ended and up forever, a lot of people are going to wait until they “have time.” You don’t want that — you wan’t them MAKING time for it.

Same thing with your offer. When you add in some urgency and/or scarcity, people tend to respond better.

5. It’s Not About Your Cost Per Registrant.

After testing out hundreds of ads, I can confidently say… while testing CPR is definitely important, the one metric I think is more important is your cost per sale/conversion.

There are times when you’re going to create an ad and it’s going to have a super low CPR… but this doesn’t mean these cheaper leads are necessarily going to convert into more sales.

Sometimes you’ll end up paying a little more for each registrant, but a greater number of these leads will convert.

So make sure you’re tracking that number and using that to help influence your decisions.

6. You’re Probably Already Sitting On A Goldmine

So remember before when I talked about filling up the holes in your bucket?

Well, the thing is… you’re never going to get 100% of people who register initially to consume your webinar.

At least, I’ve never been able to.

(Sure. I’ve gotten 100,000 people to register for a single webinar. Done multi-million dollar days with webinar launches. But I’ve never gotten all 100% to consume thru showing up and/or replays… and I have never met someone who has. I think it’s just the nature of the beast.)

So after you run this batch of people thru your funnel, you’re going to have a lot of unconverted leads on your email list.

Most people (sadly) ignore these leads.

But think about this — you already paid for them. They already signed up once. They already indicated they were interested.

Maybe it’s time to send a few drive to register emails for your next event.

If they expressed interest once, do you really think they’ve since lost all interest entirely?

Sure, it’s possible. But not likely.

Some people won’t attend the first webinar. They won’t attend the second. But maybe something changes in their life and they finally become ready.

I’ve had cases where people finally attend a webinar a year later after they initially came through our funnel — it happens all the time.

The only way you’re going to capture these people is by continuing to send emails to your internal list.

Too few people do this. You should always be following up with people who haven’t consumed your webinar yet, and work on getting them onto the next one.

7. Use The Most Powerful Word In Advertising

People love free stuff.

I think Cialdini covered this in Influence as well… the importance of the word free.

Make sure you let people know in your ads and on your reg pages and in your emails that the training is FREE.

It seems dumb that you have to do that. (Doesn’t everyone know this already? Right? Well… they don’t.)

You need to make the important things explicitly obvious in every single part of your funnel. You literally need to take people by the hand and walk them through each stage. And part of that is letting them know that they can come to this cool training or event for free.

Maybe this is obvious… but adding in the word free might give you a solid boost in registrants.

I’m sure there’s a lot more to be said, but…

… I’ve been writing for a while and my fingers are getting a bit tired of typing.

I would love to share more of these lessons about things I’ve learned working on this funnel (and some of the other funnels and launches I’ve written for my clients).

So, if you’re interested in hearing more, leave a comment, shoot me an email and hold down that CLAP button on this article so other people can find it.

Here’s what to do now…

Go to my website and opt-in to my list: www.theemailcopywriter.com

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