“Long copy sells more than short copy. People read long copy if it’s well-written, and if they’re interested in what you’re selling.”

- David Ogilvy

Do you want to know a fun fact that will either make or break your business…

Depending on what you choose to do with it?

Social Media has now been donned ‘the most consumed product of all time’.

The average person WORLDWIDE spends 2.5 - 3 hours PER DAY on Social Media.

That’s 1/8th of someone’s ENTIRE EXISTENCE.

And 1/5th of their WAKING EXISTENCE is spent on these platforms.

Meaning the average person probably spends more time consuming the lives of others, rather than going and creating their own reality.

And as a business owner, I want to ask myself…

• How did this happen so quickly?

• What are the causes of this?

• And more importantly, what are the consequences of this?

Because when we are talking about the ENTIRE WORLD, the chances are, we are also talking about OUR market too.

First, the causes:

• The platforms are free.

• They are open 24/7.

• They never stop, and they never end.

• Their algorithms get BETTER over time.

• They are PERFECTLY designed for consumption.

• Everyone CAN create content.

• Everybody WANTS to create content.

• It taps into our deepest human desires - both as creators and consumers.

And the consequences are as follows:

• The average person has a medical-grade addiction to this.

• People’s emotions are all over the place.

• Everybody is in a constant state of stress and quiet dissatisfaction.

And the one line that is most frequently referenced among our community of online entrepreneurs…

“Everyone’s attention spans are f**ked.”

But despite ALL of this, there are STILL people out here trying to sell their products, their services, their info offers, their SaaS…

By ONLY using short form, and stopping their marketing assembly line there.

Now, if you ask me - I don’t believe this makes any sense.

“If your prospect needs 10 pages of copy to make the sale, give them 20.”

- Dan Kennedy

• Why would I want to compete in a domain that requires little barrier to entry?

• Why would I want to limit myself and box myself in to make the AVERAGE consumer happy?

• Why would I want to rely on the media and leave the success of my business at the mercy of an algorithm?

I wouldn’t, but that doesn’t mean we disregard short form altogether.

I myself use short-form content, as well as paid advertising, to promote our expertise and our services.

But in my opinion, the only way to TRULY utilise the power of short form content is to make sure we are taking the eyeballs we are getting, and directing them towards something LONG FORM.

“The more facts you tell, the more you sell.”

- Eugene Schwartz, Breakthrough Advertising

Because if people’s attention spans WERE truly cooked…

• Then why are podcasts so popular?

• Why do people sit for hours and watch streamers fuck around?

• And why do people sit through the 90-minute, uninterrupted webinars that we do for clients every single week?

It doesn’t add up.

And to give a recent and up-to-date perspective on this…

In a recent video, Alex Hormozi was talking about how he frequently speaks with Mr Beast about the creator economy.

They said in their latest conversation, Mr Beast had just played at a Charity Football Match, and the first wave of players who came out were the ones who blew up from short form.

The crowd applauded when they came out, but nothing over the top.

Then came those who create YouTube videos, and the crowd’s applause was significantly louder, and their reception was far more welcoming.

But then came the streamers.

And the crowd are on their feet, going absolutely wild and screaming their heads off as the streamers run onto the pitch.

So what did Hormozi do the next week?

Started streaming on YouTube and doing the ‘Mozi Hotline'.

And now, many other entrepreneurs are following suit and going live.

Now, I’m not saying you need to go and create a Kick Account, or start going live on YouTube every day - you can if you wish…

But the point is clear.

Long-form content trumps short-form content every single day of the week.

We see this with Iman, Tai Lopez, Charlie Morgan, Hormozi & every other top creator in their respective niches.

Their YouTube is their steam engine working 24/7 for their business.

Their long-form content is the thing that gives them their leverage.

You could even have a longer, 20-30+ minute VSL on your funnel and direct your traffic towards it if you so please.

BUT…

And it’s a big BUT…

There is a core, fundamental problem with this strategy.

Because at the end of the day, the goal of content is CONVERSION.

And if you were to tell everyone who makes YouTube videos that they can keep making YouTube videos…

But the caveat is that NOBODY who watches your videos will actually end up converting…

Obviously, they wouldn’t do it.

I wouldn’t do it either.

And this is one of the issues we find with those who focus on ‘content’.

We don’t want to create content; we want to create conversions.

And we create conversions by writing COPY, not creating content.

This video by Nicholas Verge breaks down this concept tremendously.

Because you are not a content creator, you are a business owner.

Your goal is to give the market a solution to a problem and receive payment in exchange for your product / service.

Your goal, I assume, is not to be poor and famous.

And one of the big things that lets down long-form CONTENT (key word) is that the consumption of it isn’t urgent.

It isn’t forced.

There’s no reason for someone to watch it now, versus watching it tomorrow.

And not only is it not forced, or urgent…

You have other external factors that are vying for your prospects’ attention at the same time they are meant to be consuming your content.

Unless people are ACTIVELY searching for your long-form content - either via the YouTube Search feature, or via Google Ads, they have no incentive to keep watching.

Most people FIND your long-form content because it has been SERVED to them.

Not because they have put their hand up and said “Yes! I’m interested!”

Example: YouTube

Someone finds your latest video on their home page.

They choose to click on it over the other videos on there, which is another battle in and of itself.

They watch the first few minutes of your video.

They get distracted and look at the comments.

Maybe they even click around with the links in your bio in different tabs.

You’ve got advertisers popping up multiple times throughout the video.

And in most cases, they end up clicking off to watch another video on the ‘suggested’ tab on the right-hand side.

Consumption is not forced, nor urgent.

Example: VSLs

Someone is mindlessly consuming content on Instagram, Facebook or YouTube.

They see an ad, maybe a short-form clip you’ve posted.

They are in a consumer mindset.

They click on the landing page.

The hook in the VSL doesn’t do its job the first time.

They press X in the top left-hand corner.

And they continue with their scroll.

Now, maybe they will see the ad again and take action after a while.

But the problem is still there, as you can see.

There is no REASON for someone to consume the material you are putting in front of them right now.

Which leaves you in a tricky situation, because the success of your funnel, and therefore your business, lives and dies in the hands of your copywriter - their ability to hold attention determines everything.

“Every element of your copy has one job — to get the next line read.”

- Joseph Sugarman

So, how can we mitigate this?

How can we leverage the advantages of long-form content and optimise for conversion, not just consumption?

Well, let’s look at it through the following lens.

• We need something THEY choose to watch, not something that is served to them while they are in a consumer mindset.

• We need them to COMMIT to watching it, not just rely on their chimp brain to choose to watch it, and fight their biology that wants instant reward.

• We need some sort of URGENCY, which means we can’t use a type of media that will be there tomorrow for them to watch.

• And we need an element of DIRECT RESPONSE, so we get conversions, not just people consuming, because we are running a business.

And if you are looking for all of the above…

There is only one type of media that accomplishes all of this, time and time again, for different businesses, in different markets, regardless of external factors…

And this is a webinar.

“The only purpose of advertising is to make sales. It is not for general effect. It is not to aid other salesmen.”

- Claude Hopkins

A webinar IS the most superior form of long-form media.

It is the perfect alchemy of content and copy.

It gives us all the benefits of educational content (YouTube), with the money-making direct-response principles of a VSL - all in one.

Having a great webinar provides you, and by extension, your business, with a moat around what you do.

It prevents you from becoming a commodity.

It allows you to show all of your best cards - from expertise, to offer and beyond all in one fell swoop.

You can communicate every fact, figure and anecdote that your audience needs to make a buying decision from you - all in one sitting.

You can do it to cold traffic, you can do it to warm traffic.

You can promote it to your list, or you can leverage other people’s lists.

You can market, and you can sell.

And personally?

The thing I love the most about webinars, and one of the reasons I decided to build my company around them, is that they are difficult for the average person to do.

I don’t want my clients to compete with the general public, like their competitors are doing on social media platforms. I want them to have a moat and to stand out.

I don’t want to compete with complete beginners using ChatGPT to spit out dozens of pieces of short-form copy or ad creatives.

Because in my opinion, the easier something is to do, the less of an advantage you have in that field.

You aren’t competing with AI, because AI can produce short-form and ad creatives for anyone. The easier it is to do, the less of an advantage you have.

Because if you ask the average competitor in your market to sit down for 90 minutes and explain to people why they should choose their offer…

The majority of them would crumble and fall, and be exposed for their lack of results, expertise and ability. It would be a car crash.

And from the customer’s perspective?

They love it!

Because they are given a choice throughout the whole thing.

They aren’t being served it, they are choosing to be there.

It’s pull marketing.

And the commitment levels in the funnel steps make it perfect from our perspective if our goal is conversion.

Commitment #1: Click On Ad / CTA.

Commitment #2: Sign Up To Event

Commitment #3: Show Up To Event.

Commitment #4: Watch All Of The Event.

Commitment #5: Fill Out The Application For The Offer.

Commitment #6: Qualify To Book A Call, And Book In.

Commitment #7: Show Up To Call.

Commitment #8: Close.

“Good copy can never be too long — only too boring.”

- Gary Halbert

Some people might look at that and say there are too many steps…

But I ask you…

• Why would we want to work with people who can’t even complete those steps?

• Do you think they are good clients?

• Would you want to take calls with them if you were closing?

I’m not suggesting that you SHOULDN’T do…

• VSLs

• YouTube

• Short Form

You absolutely should.

But ask your sales reps which calls they like to see on their calendar the most.

They will probably tell you…

#1: Referrals

#2: Webinar Calls

#3: YouTube Calls

#4: LT Funnel Calls

#5: Warm Traffic VSL Calls

#6: Warm Traffic DM Calls

#7: Anything Cold, Without Proper Conversion Mechanisms

It is the best form of copy you can write and present to the market.

So…

How much money is your business leaving on the table by NOT doing webinars?

Because we made Callum Carver £180k in NEW REVENUE using his existing organic audience and his email list from webinars.

What do you think your monthly revenue WOULD look like if you started doing this once a month?

Because we helped Harun Arli go from £7k a month to £43k a month, running his monthly webinar operation.

How much ad spend would you recoup?

Because we consistently see 4-5x ROAS, all the way up to 12x from these campaigns that we do with clients.

How many extra calls do you think you would book?

Because we’ve booked over 72 calls for clients with 5,000 followers on TikTok.

How much better would the clients you work with be?

Because the refund rate from webinar clients on a high-ticket offer is negligible, and their results are better because they are more bought in.

And if you have made it to this point in this essay, my point is proven.

I have used these same principles to keep you reading until this point, and this is the same kind of persuasive storytelling that you should be doing every single week.

This is exactly what we do for our clients.

Every week, we write, build and run the A-Z of webinar campaigns that leverage the long-form copy principles we spoke about today.

From writing the presentation to setting up the automations, and handling all of the marketing systems that make the whole thing work.

It’s completely done for you. You just show up and deliver.

And I want you to leave and ponder what you think would happen if we built one for you?

What would your business look like 30 days from now if you stopped creating content and started creating conversions?

If the thought of this excites you, and you would like to learn more.

Click here and book a free strategy call with me and my team.

We’ll build you a custom one-to-many selling plan, backed by our triple guarantee:

1. You either love the plan and implement it yourself. If it works, we’d love to hear about your results.

2. You love the plan and decide to become a client — DFY or DWY.

3. You don’t like it, and if you feel your time was wasted, we’ll send you $100 immediately.

You literally can’t lose.

Click here to learn more.

The path of least resistance is also the path of least reward.

You deserve to show the world who you are, and what you can do — and you deserve for them to listen.

The Webinar Wizard

You know when you have those days when you are just spinning around in your chair, pinging between Slack, WhatsApp and your email inbox?

Yeah, that was me.

And in my email inbox, I noticed an email.

An email from none other than Mr Charlie Morgan himself.

It’s great to see he is FINALLY utilising his email list that I have been subscribed to for like a year and received baso no emails from.

But back on topic.

I clicked on this email for a very specific reason.

That reason was that a few weeks ago…

I heard him say in one of his mastermind videos on YouTube that he recorded 7 DIFFERENT VSLs in ONE WEEK, that they are currently testing (see vid below)…

So, I clicked on the CTA in the email to have a gander at what he’s doing…

Because Morgan is someone actually worth studying, and I’m looking forward to seeing his pivot away from offer → pain-based marketing.

So, I watched the first minute or so of it…

Thought his hook was pretty cool…

And then I saw THIS (see 1:15 mins in)!

And I almost spat out my coffee.

“HOW DARE YOU COME AFTER MY BABY LIKE THAT?!” - I said to myself.

But when I calmed down and let old Morgan off the hook for his sly comment…

Something clicked for me, and it got me thinking…

This isn’t the first time, and probably won’t be the last time I have heard someone use this example of webinars being this ‘scammy’, ‘horrible’, ‘bait and switch’ sales mechanism.

It’s actually something that I see spoken about far too commonly in the info game, but part of me does understand it.

And I understand it because it comes from the super aggressive $997 pitch fests that were rinsed by ClickFunnels Classic users in 2016.

(Shoutout Tai Lopez)

And it’s funny because I didn’t realise how much of an impact this belief actually has on people when it comes to doing webinars, and the more I thought about it…

The more I realised that this actually puts offer owners OFF doing webinars, because every time they think about doing a webinar…

They get scared.

They get scared that they’re about to become that person.

They are about to become “He who must not be named”…

THE GURU!

With the countdown timer, the ‘10 spots left’ scarcity, the “BUT WAIT, THERE’S MORE” energy that makes you want to go to church afterwards.

We all know they exist.

We’ve seen them, we’ve sat through them.

The whole thing feels like a trap from the start.

The energy is weird.

And as a result…

This puts them off, and they end up not wanting to run webinars at all…

REGARDLESS of the fact that it would make them a f**k ton of money.

Or even worse…

They choose to do webinars, but they present with this weird apologetic-type energy, like they’re already sorry for what’s about to happen.

They rush through the content, so nobody really learns anything.

They downplay their offer, so fewer people convert.

They practically whisper the price because they don’t want to be ‘salesy’.

And then guess what…

You struck out twice on a double whammy.

Not only did you pull your punches…

You make fuck all money from it as well.

Not because webinars don’t work.

But because you’ve internalised this idea that selling on a webinar means you have to become someone you’re not.

Someone pushy.

Someone manipulative.

Someone who cares more about closing than actually helping.

And I have noticed this before in demo runs with clients, where I can feel their energy is slightly off - and often we just need to re-frame and remind them that everybody is going to leave this call better than they came…

Regardless of whether they choose to work with you at the end or not.

So because we like to do things different round ‘ere, we have constructed and tested a new way to write, present and sell on webinars.

One that doesn’t feel salesy at all.

One where the audience feels so deeply understood that when you finally present your offer, it doesn’t feel like a pitch, it feels like an act of love.

Where our webinars feel almost like a therapy session, instead of a sales call.

And the audience seems to be loving them, and the results have been 10/10.

Reference: 75 calls booked for a ‘micro-creator’ and 45 calls booked for another ‘micro-creator’ this week alone, targeting sceptical, older people.

That’s exactly what we’re going to unpack today.

And it all starts with a psychological principle that changed everything about how I write webinars:

Unconditional Positive Regard - By Carl Rogers

Now, funnily enough, I actually learned about this when studying A-Level Psychology when I was younger, but I didn’t remember the concept fully until I was crafting this newsletter and was researching this principle, and realised it already existed.

So let’s start from first principles here.

We do webinars to make money…

But in order to make money, you have to ‘sell’ something, because money doesn’t come from the sky.

And a lot of people have this negative connotation (even established business owners) about ‘selling’.

When you are selling 1-1 on a sales call, nobody sees the call recording.

You can hide behind a Gmeets and nobody notices…

I’m sure we have all heard stories of closers doing some pretty crazy sh*t to get someone to close on a call, and they can do that because like I said…

Nobody is going to see it.

But on a webinar, you are putting yourself out there, and it’s there to see for the public.

And the reason most webinars feel gross isn’t because they’re ‘selling’.

It’s because they’re selling from a place of judgment, and they attack the beliefs of the prospects TOO MUCH.

On a sales call, you can do this 1-1 because you can read the other person’s body langauge, and you get real time feedback loops.

But on a webinar, we don’t have that, we have to change our approach to avoid taking it a step too far.

For Example:

“You’re doing it wrong. You don’t have the right strategy. You don’t know what you’re doing. You’re stuck because you’re missing this one thing. And guess what? I have that thing. Pay me money mwahahaha”

Underneath all the value and the case studies and the “aha moments,” there’s this implicit message that runs through the prospect's mind:

You’re broken, and you aren’t good enough. You need my thing.

The hard thing is that this is kinda true, and we need them to arrive at the outcome of ‘You need my thing’ or else they won’t buy.

And the funniest thing to me about sales is that the audience (likely) would:

• Be better off with your offer if they had it.

• Your offer would help them if they had it.

• Their life, and the life of people around them, would be better if they had it.

But they still don’t buy…

Why?

The entire presentation was designed to make them feel inadequate, so they’d buy the solution.

Whereas with this new approach we are running with right now…

We want them to feel READY to take action, not belittle them to the point they feel so small and shy that they leave feeling worse than when they came.

We WANT them to feel adequate already.

We WANT them to feel large, broad and confident in themselves enough that they are willing to bet on their future, and an investment in themselves.

We want them to feel like they DESERVE this, and they SHOULD do this out of a place of abundance, not from a place of lack or scarcity.

I got this idea after reading Nero Knowledge’s book, Outsmarting Reality.

When you use a technique like visualisation, and you are filled with the emotion that comes with making your goals a reality…

You feel ready to run through a brick wall.

You feel like Tobey Maguire dancing through the streets of NYC.

You feel like Bradley Cooper trading stocks on NZT.

So knowing this, would it not be beneficial for us to get them into their desired state so they take the action they would take them into their desired state?

Perhaps. It’s at least food for thought.

And when we compare that to what most people do on webinars by creating TOO MUCH pain and agitating TOO MUCH…

We are re-affirming that they are in fact struggling, and they are in fact in a bad situation and we are taking the wind out their sales and then expecting them to book a call or buy something.

Would it not be better for someone to be gassed and excited and want to book a call ASAP, rather than having someone book in a state of anger or frustration?

Now, I don’t want you to get this twisted and think we aren’t putting ANY pain in there at all. We are, but we aren’t spending 60 minutes grilling people and then swooping in with our offer like a fucking hero.

It works, in some cases.

It converts some people.

But it also makes everyone else feel like shit.

Including you, the person presenting it.

Because deep down, you know you’re not actually there to help.

You’re there to manufacture enough discomfort that people feel compelled to buy.

And that’s why you hate doing webinars in the first place.

You don’t want to be that person. You shouldn’t want to be that person.

But here’s where it gets interesting…

What if you could sell just as effectively…

In fact, even MORE effectively…

Without making anyone feel judged, broken, or inadequate?

What if you could present your offer as an invitation, not a rescue mission?

That’s where Carl Rogers comes in, so let me take you back to 1957.

Carl Rogers, a psychologist who basically revolutionised therapy, published a paper outlining the conditions necessary for therapeutic change.

One of those conditions was something he called unconditional positive regard.

Here’s what it means in plain English:

Unconditional positive regard is the practice of accepting and supporting another person without judgment or conditions.

It doesn’t mean you approve of everything they do.

It doesn’t mean you pretend they’re perfect.

It means you see them as fundamentally whole and worthy, regardless of their current situation or mistakes.

In therapy, this creates a safe space where people can explore their problems, accept themselves, and ultimately grow.

Because when someone feels truly accepted…

Not judged, not fixed, not saved…

They’re more likely to make real, lasting change.

Now, here’s the million-pound question that I asked:

What if we could bring this energy to a webinar?

What if, instead of spending 60 minutes pointing out everything your audience is doing wrong and why they are suffering…

You spent 60 minutes helping them understand why they’re where they are, validating their experiences, and showing them that they’re not broken….

And instead, just show them the missing piece of the puzzle?

Brian Moncada did this fabulously on his webinar the other week when he launched his AdSpend AI.

He leaned heavily into peace, passion and profit rather than scarcity, urgency and fear as the emotions he wanted to invoke in order to sell.

Same with Niels Klement and his Perspective.co webinars.

He leans into having MORE time as an agency owner, and being able to launch clients FASTER.

And when you do this…

You’ll notice a couple of things:

1. You win trust quickly.

Because you’re not talking down to them.

You’re not making them feel stupid.

You’re sitting with them in their struggle and saying…

“I see you. I get it. This makes sense.”

After that, they will be more receptive to what you have to say.

2. They stay engaged.
Because they’re not sitting there feeling defensive or inadequate.

They’re nodding along, thinking…

“Holy shit, this person understands me.”

“This is actually built perfectly for me.”

“I feel good, and I’m actually enjoying this.”

3. When you make your offer, it lands differently.

It doesn’t feel like you’re selling them something they need because they’re broken.

It feels like you’re offering them something they want because you’ve shown them a better version of themselves.

One makes people feel judged and then offers to fix them. The other makes people feel understood and then offers to support them.

And here’s the best part…

The second one converts way fucking better.

Okay, so let’s say you want your webinar to feel less like a pitch-fest and more like a genuine, supportive experience.

How do you actually do that?

Let’s break it down.

Step 1: Reframe the problem as a situation, not a failure.

Most webinars start by highlighting what the audience is doing wrong.

“You’re not getting enough leads. Your ads aren’t working. Your funnel is broken.”

Instead, start by validating their current reality.

“You’re probably in a situation where you’re putting out content, running ads, maybe even getting some traction - but it’s not converting the way you thought it would.

And that’s not because you’re doing something wrong.

It’s because the mechanism you’re using isn’t designed for the outcome you want.”

See the difference?

You’re not making them wrong.

You’re acknowledging their reality and contextualising it.

Now, I don’t feel like a fool, I feel more like I’ve had an ‘aha’ moment.

That’s unconditional positive regard in action.

Step 2: Separate the person from the problem.

This is huge.

Carl Rogers emphasised that you can address someone’s behaviour without judging them as a person.

In webinar terms, this means:

Don’t make your audience feel like they’re the problem.

Make the system or the strategy they are USING a problem.

Daniel Fazio is doing this exceptionally well with his new AI-Assisted Agency offer.

The agency owners aren’t the problem; the fact that AI is here and they aren’t leveraging it fully is the problem.

For example:

Bad: “You’re not making sales because you’re not following up properly.”

Good: “The reason sales aren’t happening isn’t because of you - it’s because the follow-up system you’re using wasn’t designed to nurture leads properly for YOUR specific business, because every ICP is different.”

You’re giving them permission to be okay while still acknowledging that something needs to change.

That’s the sweet spot we are aiming for with this.

Step 3: Validate their emotions and experiences.

People are too quick to rush straight into tactics and strategies without acknowledging the emotional reality of the audience.

People aren’t just struggling with a business problem.

They’re frustrated.

They’re overwhelmed.

They’re questioning whether they’re even cut out for this.

So validate that.

A great way to do this is telling it via your story, or a clients story.

For Example:

“When I first started working with Ben, he thought he had tried everything and still nothing was working, and I get it.

It’s not a fun place to be.

And he will tell you this himself, he was starting to think, “Maybe I’m just not built for this.

But as soon as he came in and changed XYZ, it flipped overnight and all of a sudden, he was doing XZY”

See how I cooked there?

We didn’t pick on them and call it out directly.

We mirrored their CURRENT emotional state through someone else.

Step 4: Build belief through empowerment, not rescue.

The old webinar model is all about positioning yourself as the hero who’s going to save them.

“You’re drowning, but don’t worry - I have a life raft you can pay me for.”

The unconditional positive regard model is different.

It’s about showing them they already have what it takes…

They just need tto make a slight pivot in what they are doing, and they will be off to the races.

Instead of saying…

“You can’t do this without me.”

We would say…

“You absolutely can do this. And here’s exactly how we can help you do it faster.”

Then, when you present your offer, it’s not a rescue.

It’s an accelerant.

That’s selling from love, not desperation.

Now, I know what some of you are thinking….

“Charlie, this sounds great in theory, but doesn’t being ‘nice’ and ‘supportive’ mean I’ll make less money?

Don’t I need to create urgency and scarcity and push people to buy?

Don’t I need to use pain to drive action? That’s Copywriting 101, right?”

Well, not exactly from what we have seen.

When we have been testing our ‘unconditional positive regard’ messaging…

We have seen…

1. Higher Show Rates - Because your promotional content doesn’t make people feel like they’re walking into a trap. You’re inviting them to learn, not ambushing them with a pitch.

2. Engagement Goes Up - Because people aren’t sitting there with their guard up, waiting for the other shoe to drop. They’re actually present, taking notes, and thinking, “Wow, this is actually helpful.”

3. Higher Conversion Rates - Because by the time you make your offer, people don’t feel sold to—they feel supported. They want to work with you because you’ve demonstrated that you genuinely care about their success, not just their credit card.

4. Refund Rates Going Down - Because the people who buy aren’t buying from a place of fear or desperation. They’re buying from a place of clarity and alignment.

I’ve seen this play out across a lot of webinars we have done now.

The ones that convert best aren’t the ones with the most aggressive pitch.

They’re the ones where the audience feels the most understood.

And here’s the beautiful part: This approach is infinitely scalable.

When you are doing super DR heavy webinars, especially with an organic audience, you are going to run out of people who trust you very quick.

If your audience is conditioned to…

Join Webinar → Get Made To Feel Shit → Get Pitched

The chances of them signing up more than once is highly unlikely…

But if you combine UPR with fresh angles, your webinars almost feel more like vlogs and updates than they do sales mechanisms…

But the beauty is that they ARE sales mechanisms, so you get the best of both worlds.

So let’s bring it all together.

The Old Way: Most webinars feel salesy because they’re designed to make people feel inadequate, then offer to fix them. This makes presenters uncomfortable and audiences defensive.

The New Way: Apply Carl Rogers’ principle of unconditional positive regard to your webinar. Accept and support your audience without judgment. Validate their experiences. Separate the person from the problem. Empower them instead of rescuing them.

The Result: Higher engagement. Higher conversion. Lower refunds. And a way to sell that works tremendously well, that you actually feel good about.

And of course, unless you are new round ‘ere…

When you are ready, if you are…

• Offer Owner

• Coach

• Consultant

• Growth Op / Sales Manager / Copywriter

• SaaS Biz

Who wants help doing their first of next webinar…

Cick here and book a free strategy call with me and my team.

We will build you a free custom one-to-many selling plan, with a triple guarantee.

1. You either love the plan and implement it yourself. If it works, we’d love to hear about your results.

2. You love the plan and decide to become a client, either DFY or DWY.

3. You don’t like it, and if you feel your time was wasted, we’ll send you $100 immediately.

You literally can’t lose.

Click here to learn more.

Ly lots x

How simple it is.

Step 1: Create a product (or service).

Step 2: Make sure your product or service solves a problem (biz 101).

Step 3: Find people on this vast green Earth who have the problem that your product or service solves (getting clients 101).

Step 4: Advertise and tell the people who have the problem your product or service solves that you are going to show them how to solve it live (so they click the ad / video).

Step 5: People sign up (hopefully).

Step 6: You get them to show up (watch my YT vids on how to do this).

Step 7: The people who have the problem your product or service solves watch you explaining how you have solved it (and how you have solved it for others).

Step 8: You then offer to solve the problem for them (you make them an offer).

Step 9: They want the problem solved (and know you can help them solve it faster).

Step 10: They pay you to solve it faster (you make money).

Step 11: You do it again and again and again until you are rich.

Pretty simple. That’s how business works.

But then…

Somehow, in some way…

I don’t even know how…

But so many of you motherfuckers end up digging yourself into a massive, great big fucking hole that can be impossible to climb out of if you dig too deep.

This is a metaphorical hole that fucks up the whole webinar process, and then you make no sales.

All the hard work you put into getting people there…

To make the funnel…

To advertise…

To write the script…

To build the slides…

To build the systems…

All gone to waste, because of this one thing.

And your head hits the pillow that night, and you think…

“What even just happened?”

“Why did people not book a call?”

“Why did people not buy?”

And none of us wants that.

We want a delicious, long night of action-packed REM sleep, knowing we are safe and sound, and richer than we were when we woke up.

But in order to do that, we need to fix this hole.

Because while selling one-to-many is simple…

It’s not easy.

There are intricacies.

Intricacies that, when they stand alone, don’t really matter too much.

You can always get away with one fault here and one fault there.

One McDonald’s isn’t going to destroy 5 years of consistent gym + eating clean.

But when you allow them to build up, in this case, over the course of a sales presentation…

They can be fatal, and they can damage it enough to the point where your conversion rates drop by 5%, or even 10% if you REALLY get it wrong.

Just like on a standard 1-1 sales call…

Just one bad move can change the direction of the conversation.

So when we multiply that same bad move across hundreds…

If not THOUSANDS…

Or even TENS OF THOUSANDS of people…

That small bad move can become a gargantuan fuck up.

And nobody wants to make a gargantuan fuck up.

If it’s your own webinar, you don’t want that.

If it’s a client’s webinar, it’s even worse.

Now they are going to be pissed off with you, and nobody likes unhappy clients.

Now, what is the biggest ‘small’ fuck up I see people make on webinars?

Is it a mistake when you present?

Nope. That’s not that deep.

Is it the stream lagging?

Nope. That’s not that deep.

Is it poor slide design?

Nope. That’s not that deep (in most cases).

It’s the fact that some of you are simply saying TOO MUCH.

In fact, let me correct that statement.

YOU SAY TOO MUCH, THEN YOU SAY TOO LITTLE.

Let me explain this to you so you know what I mean…

Because once you see it…

I promise you that you will NEVER be able to unsee it.

I have taught this to so many copywriters and growth operators, and every time I say it, they get an ‘aha’ moment, and then go and make a bunch of dough.

I even get proud when I read my own shit, and I have applied this principle.

So, let’s use a mathematical example because numbers are typically easier to understand than human emotion.

Let’s say you are selling a TikTok Shop Biz Op.

We currently have two agency clients in this market, so it’s an example that is fresh on the top of my head.

Let’s say you do your basic market research and for the sake of simplicity…

Let’s say you identify 10 KEY OBJECTIONS this market would have when it comes to becoming a TikTok Shop affiliate.

There’s obviously way more, as people will use anything as a fucking objection, but let’s go with 10 to keep things simple.

In theory…

We now have 10 whole objections we need to handle in our webinar presentation.

Now, the keyword here is WHOLE objections.

What most people will do is say…

“Hey! I’ll just handle these 10 objections and I’ll have a 6-figure webinar! Yay!”

But the big problem with this, and what I’m going to be discussing in today’s newsletter, is…

THEY ARE LAZY WHEN THEY HANDLE OBJECTIONS.

I’ll say this again…

YOU ARE BEING LAZY WHEN YOU HANDLE OBJECTIONS

And because you are being lazy when you handle objections…

YOU ARE CREATING MORE OBJECTIONS WITHOUT EVEN REALISING IT.

It’s like you are cutting off Hydra’s head, and three more are growing back.

Let me give you an example…

Let’s say we are trying to handle the objection of having enough time to work on the business / affiliate in this case.

Most people would handle this (probably in the intro) by saying something like…

“And being an affiliate doesn’t require much time at all.

You can do all of this working just a couple of hours a day!”

And then they move on to the next point.

On the surface of it, this seems like a good way to handle this objection.

You might not see much that is wrong with this.

You’ve called it out and not shied away from it, which is good.

Because people don’t ‘forget’ objections if you don’t bring them up.

In fact, anything you don’t bring up will only be amplified…

And leave the prospects asking themselves why you HAVEN’T mentioned it.

So always bring them up, which we have done here.

But let’s re-frame this to look at it from the prospect’s mind, not from what we deem to be ‘good’.

If I am a single mother of a 4-year-old child…

I’m working an HR job to pay the bills…

I’m dropping my kid off at Nursery every morning…

I’m not sleeping properly…

My washing machine has been broken for 10 days, and I still haven’t fixed it…

If you tell me I only need a couple of hours a day, I simply do not believe you.

In fact, I will actually be pissed off that you just ‘assume’ some of us have enough time in our day to ‘just post TikTok videos’.

Nor do I have ‘just a couple of hours’ a day.

(The reason I bring up this example is that we have a lot of mum’s in this target market. I’m not going mad lol.)

So now, not only have you failed to handle this 1 whole objection…

You’ve actually kinda pissed me off a bit.

So this 1 whole objection is now 1.5 of an objection (an extra 0.5).

You tried to handle it, but you were lazy.

And because you were lazy, you actually made it worse.

You didn’t reframe the way I THINK about my time, and why it’s important enough for me to FIND time to do this.

You said too much, then too little, like I said earlier.

Too Much = You Introduced The Objection

Too Little = You Didn’t Handle it

If you want to properly handle objections, you need to flesh them out.

You need to reframe their relationship with the objection.

You want to lift the weight off the prospect’s shoulders and keep the ‘yes’ momentum going throughout the webinar.

So, how would I do this?

Well, I would probably say something like this…

“And being an affiliate doesn’t require much time at all.

And don’t worry, I’m not niave.

I know for a lot of you - finding time can be difficult.

You might be working a lot.

You might have other commitments and responsibilities.

But if you had a way to make sure that every video brought in sales, as well as views, so your time making videos was actually well spent…

Then you could spend just a couple hours a day on this in the beginning…

Until you are at the point where you can reduce hours at work, or go full-time as a creator.

Which is exactly what {insert name} did when they started using this system.

They went from spending 5 hours a day making videos that got views, but not sales…

To spending just 2 hours a day making high-quality videos, that actually reflected in their brand payouts at the end of the month.”

Now the first thing you will probably notice is the length, which I’ll talk more about later on…

But after reading that…

Can you see the difference?

Can you see how now, not only have we acknowledged the objection, but we have completely spun the way they think about it too?

I hope so.

Let’s dissect each step to make sure this actually hits home for you, because boy o boy, when you learn how to do this, God will bless your bank account.

And don’t worry, I’m not niave.

This builds trust and puts the prospect at ease immediately.

The moment we introduce the objection is also the moment when we need to settle it down.

Imagine a loud bang goes off in your kitchen, and you are with a friend.

If neither of you don’t knows what it is, you get scared.

If one of you goes, “Sorry, I just dropped a box.”

It puts you at ease straight away.

The bang is the objection.

In addition, nobody likes the type of people who say…

“You can just do this and live like me!”

Everyone knows success requires hard work.

Rich people know it, and poor people know it.

Everyone knows it.

And to quite the late, great David Ogilvy…

“The customer isn’t stupid. She’s your wife.”

Your audience isn’t stupid, so we acknowledge this immediately and settle them back down, ready for us to continue to handle this.

I know for a lot of you - finding time can be difficult.

You might be working a lot.

You might have other commitments and responsibilities.

We now call out the REASONS this is still in the back of their mind.

Again, we need to show the prospects that we deeply understand the situation we are in, and that what we are selling is GENUINELY built for them.

If we can drop these micro-understandings throughout, we build so much trust and rapport with the audience that by the time we show the offer…

There is no question about whether they want it or not…

The only question is what I need to do to get it.

But if you had a way to make sure that every video brought in sales, as well as views, so your time making videos was actually well spent…

Here, we are reframing their relationship with the objection.

We are showing them that time spent working ≠ more money made.

This is important because it also links back to the Unique Mechanism we are going to be teaching on the webinar, creating a curiosity loop.

Remember: It’s hard to get people to change their stance on things like this. It’s far easier to get them to RE-FRAME the way they think about it, rather than try and ‘handle it’.

Then you could spend just a couple hours a day on this in the beginning…

Until you are at the point where you can reduce hours at work, or go full-time as a creator.

We want to show them that they aren’t going to have to do this forever.

It’s just a small part of their life that needs to be spent putting in a bit of work…

But once it’s done, they then get their entire life back by not having to work.

And not only that, painting a picture to them and putting them in their desired state.

We set the right expectations, and also aren’t trying to make big jumps.

People learn gradually.

Which is why we want to be introducing our ideas in terms of how we are going to get them from A → B…

Rather than trying to force them to jump from A → C.

Which is exactly what {insert name} did when they started using this system.

They went from spending 5 hours a day making videos that got views, but not sales…

To spending just 2 hours a day making high-quality videos, that actually reflected in their brand payouts at the end of the month.”

The icing on the cake.

Show them an example of someone who was in their situation, who also did this, and reinforce that what we are saying works.

Sprinkle in a bit of desired state in there, like we have done in the example, and you are off to the races.

And not just a vague desired state sentence…

We want to make it specific, like directly reflecting in their brand payouts.

And if you combine all of these elements together…

Objections get handled properly.

You aren’t cutting off Hydra’s head and letting three more grow back.

You aren’t pissing people off.

You aren’t being lazy.

You aren’t skimming over things.

And you aren’t killing the webinar’s momentum.

There are 1,000,000 and 1 ways to do this, but all that matters is that it’s done correctly.

You can do it through stories, you can do it in the training, in the intro, in the offer, in the pitch, in the close.

Doesn’t matter.

Now, let’s recap.

This is how most people would handle the objection of not having time.

“And being an affiliate doesn’t require much time at all. You can do all of this working just a couple of hours a day!”

This is how a Webinar Wizard would handle the objection of not having time.

“And being an affiliate doesn’t require much time at all.

And don’t worry, I’m not niave.

I know for a lot of you - finding time can be difficult.

You might be working a lot.

You might have other commitments and responsibilities.

But if you had a way to make sure that every video brought in sales, as well as views, so your time making videos was actually well spent…

Then you could spend just a couple hours a day on this in the beginning…

Until you are at the point where you can reduce hours at work, or go full-time as a creator.

Which is exactly what {insert name} did when they started using this system.

They went from spending 5 hours a day making videos that got views, but not sales…

To spending just 2 hours a day making high-quality videos, that actually reflected in their brand payouts at the end of the month.”

This is why I say most people are being fucking lazy when they handle objections.

Yes, it’s longer.

Yes, it requires you to write longer and better copy.

But what’s the alternative?

Have a shit webinar that doesn’t convert?

No thanks.

This is also why our webinars are typically longer than the average.

Because we leave no stone unturned, and we cover everything in the depth and the detail that is required to actually turn prospects into buyers.

Whereas most people will just throw objections out there, thinking they have done enough…

But in reality, you have actually opened a can of worms in the prospect’s mind, and brushed over it so fast that the ideas never got to settle.

Now, like I said earlier…

There are intricacies.

Intricacies that, when they stand alone, don’t really matter too much.

But when you allow them to build up over the course of the presentation…

They can damage it enough to the point where your conversion rates drop by 5%, or even 10% if you REALLY get it wrong.

This example that I gave about not having time is just one example.

And if you were to show this same lack of effort to the other 10 major objections we spoke about…

These will stack up throughout the webinar, and before you know it, you’ve done a 90-minute presentation and people are STILL on the fence, and no closer to making a purchasing decision and becoming a client / customer.

The whole point of a webinar is that you want people to be fighting in numbers to claim spots for whatever you are selling, not still questioning whether this is right for them.

So, how can you actually apply this to your webinars?

Step 1:

You need a webinar to improve in the first place.

So if you don’t have one, write one.

Use the Fladlien Framework, get something down on a doc and stop procrastinating.

It’s not that difficult if you aren’t a complete idiot.

Step 2:

Go through everything you wrote, and ask yourself honestly…

“Have I done enough here?”

Because if you have, you’ll know it.

And if you haven’t, you’ll know it too.

You need to look at whenever you are introducing new ideas and ask yourself:

• Have I explained this as well as I could have?

• Have I introduced a new idea that hasn’t been addressed?

• Will the prospect be at ease when I explain this?

The answer to all of these should be yes.

Step 3:

Go back through the webinar again before you turn it into a deck and do the same thing you did in Step 2.

Ask yourself:

• Does this now flow well with the new content in here?

• Am I confident enough to show this to the market?

• Do I think this could be better?

And if you are certain on all of that, get to building the slides and go and make some fucking money.

Remember: We want our prospects confident and clear when we make them an offer.

And if they are not filled with confidence in you, in themselves, and in the vehicle, they won’t convert.

And if they are not clear that this is for them, that you are the one to help them, and that this vehicle will get them there, they won’t convert.

So we need to instil confidence and clarity at every single stage, and we do this by doing exactly what I have just shown you how to do throughout the entire webinar.

Not just in the introduction.

Not just in the training.

Not just in the pitch.

In the entire thing.

I hope this is as useful to you as it has been for me.

Re-read this again in a few days time to really let it sink in.

Practise this in your copy.

Don’t shy away from objections.

Address them.

Explain them.

Re-frame them.

Spin them around.

Freshen them up.

Throw them up into the sky, and get them gone.

Here’s to more money and a better webinar.

Charlie McCormack | The Webinar Wizard

P.S. Are you an offer owner, coach, consultant, growth op, copywriter or SaaS company that wants help with their first, or next webinar?

If so, click here and book a free strategy call with me and my team.

We will build you a free custom one-to-many selling plan, with a triple guarantee.

1. You either love the plan and implement it yourself. If it works, we’d love to hear about your results.

2. You love the plan and decide to become a client, either DFY or DWY.

3. You don’t like it, and if you feel your time was wasted, we’ll send you $100 immediately.

You literally can’t lose.

Click here to learn more.

Ly lots x

Yo yo yo team, just cooked up an off-the-script YouTube video earlier.

Like the title says…

I've genuinely think I have made more mistakes when it comes to webinars than most people have ever even tried.

I’m not gonna say I get everything right the first time and that I have some crazy miders touch.

Nobody wants to be the guy who fucks up but regardless...

I've learned SO much from these disasters, probably more than I have from what went well, that I can now spot potential webinar catastrophes from a mile away.

Whenever I do consulting with anyone, I can spot the gaps before anyone else.

Things they didn’t even know were going to be there.

Whether that be in the copy, the tech or anything - simply just because I have done it so many god damn times.

Today, I want to share 7 of the biggest cock-ups I've made so you don't have to learn these lessons the expensive way like I did.

Mistake #1: Assume The Presenter Can’t Present

This one's mainly for the copywriters and growth operators reading this who are offering webinars as a service, but the offer owners need to hear it, too.

I used to get this wrong because I've watched so many webinars and written so many scripts, I have this perfect image in my head of how a webinar should be presented, but I always forget that others don’t

I watch Fladlien everyday presenting while I’m having my steak and eggs/

I watch Hormozi do it.

I watch Will Riveria do it.

I know what good looks like.

The problem is that I used to assume every client could present like these legends, even if it was their first webinar.

Unsurprisingly, I was wrong.

Presenting is a skill.

And the presenter makes a MASSIVE difference to whether your webinar converts like butter going through a hot knife or falls flat on its arse.

I used to write scripts assuming the client would deliver them with perfect tonality, timing, and pacing.

Then I'd watch them stumble through the presentation like they were reading a shopping list.

Again, my fault for not putting the proper processes in place to ensure this didn’t happen.

The Solution:

Demo runs.

Real ones.

Not some half-arsed Google Meets call.

I'm talking WebinarJam demo room, full tech setup, the full nine yards.

If they can't say every word effortlessly, change it.

Send them the script, get them to approve that.

Send them the slides, get them to approve that.

Do a demo run with them, make sure everything is all gucci on that side of things.

Because if you fuck up one slide, it throws your whole rhythm off.

You start panicking and looking at how many people are watching and you lose your flow.

I’m not saying EVERY SINGLE SLIDE needs to be delivered perfectly, but do what is necessary beforehand to make sure you give yourself the best chance of it going well.

Mistake #2: Not Testing Your Tech

Ryan Clogg said something when he was talking to Eddie Maalouf about why doing something like a webby or a challenge scares him.

And he did make a fair point.

You could put together this incredible campaign, run the ads, build the funnels, write slides, make content, do the emails, do all the planning…

Just for your mic not to work or for your internet to cut out.

So this is a funny one,

Ages ago (and I'm still embarrassed about this), I accidentally sent the presenter link into the pre-webinar WhatsApp group.

For like half a second, I swear I deleted it literally straight away.

But someone grabbed it and started joining as the host, deleting slides, causing absolute chaos.

Awful.

We still made £40-50k on that webinar (which shows how powerful webinars are even when everything goes tits up), but it was a nightmare.

So, test everything.

Your tech, your emails, your automations, your CRM, your landing page.

Because when it's a revenue event and something catches you off guard, all that effort goes to complete waste.

Mistake #3: Not Managing The Chat (It Can Make Or Break You)

The chat is either your best friend or your worst enemy.

If you're doing B2C webinars with organic or paid traffic, the chat can be like the Wild West.

What's stopping a competitor from signing up and sabotaging your chat?

What's stopping an unhappy customer from talking shit?

Nothing.

I used to just leave the chat on throughout the entire presentation and not manage it properly, but I found out pretty early on in this game that that wasn’t gonna work.

The chat creates a massive herd effect.

If people are saying "this is amazing," "I get this," "brilliant," then others follow.

But if someone posts one negative comment, it can defer someone from booking a call or buying - that's potentially £3-5k lost from one message.

Know when to turn the chat on and off.

Turn it off for important sections, on for Q&As, off for the pitch.

And for fuck's sake, get a moderator.

You need someone who can mute people, kick them if necessary, or delete toxic comments.

Mistake #4: Not Knowing Your Audience

We did a webinar for a TikTok shop offer with my mate Marcus.

The stats were phenomenal - 200+ people in the room, and when we pitched a high-ticket offer, 200 out of 230 people applied to book a meeting.

Sounds amazing, right?

But when they filled out the application form, literally everyone said they had less than £500.

If we'd just sold a £497 course instead of trying to book high-ticket calls, and even if only 10 of them converted, that's nearly £5k right there.

We still ended up doing £30 grand but still, could have had a downsell ready.

Know your audience. Know what they actually want and need.

Some people don't need a £3k program - they just want to get started.

You can always upsell them later after they buy.

Mistake #5: Rushing The Campaign

Because webinars are revenue events, there's always pressure to get them out quickly.

I've had clients come to me saying "we want to do one next week" and somehow we make it happen.

But I can tell you from experience - when you rush, you miss details.

When you take time to create a phenomenal presentation, get the messaging right, ensure all your tech works, and get the presenter properly prepared, it performs SO much better.

Yes, you can bootstrap a webinar.

But give it the love it deserves.

Don't take the piss with it.

Mistake #6 & 7: The Emotion Problem

These two are linked, and it's something I see with newer offer owners especially.

If you're not already doing £30-50k per month consistently with a call funnel or IG profile funnel, whatever you choose, putting all your emotional eggs in the webinar basket is dangerous.

Webinars create this massive emotional roller coaster.

You put so much time and effort into this revenue event, and then the day after feels like a webinar hangover.

When you attach too much meaning to one webinar, it can get overwhelming.

It's like Maslow's hierarchy of needs.

You can't reach self-actualisation (webinars) if you haven't got food and shelter (consistent leads and clients).

Get to £30-50k per month with a solid foundation first.

Then use webinars as a tool to add leverage, not as a Hail Mary to save your business.

The Bottom Line

These mistakes cost me and my clients tens of thousands of pounds in potential revenue.

But they also taught me what NOT to do.

If you want to avoid these mistakes because you do this week in, week out like we do, and you have systems that just fucking work across markets, ICPs, and traffic sources...

Whether you're an offer owner, copywriter, or growth operator, we offer done-for-you services (£50k in 90 days or you don't pay), consulting services, or whatever you need with webinars.

Feel free to reach out on Instagram, or book a meeting and we can talk about how we can potentially help.

Hope this saves you from making the same expensive mistakes I did.

Love you lots,

Charlie McCormack | The Webinar Wizard

Instagram: https://www.instagram.com/charliemccormack._/

Work With My Agency:

https://www.webinar-wizards.com/

Book A Meeting: https://calendly.com/charlie-mccormack-ww/discovery-call

Hey people, hope you are all good.

I just dropped this video with my man Louis Appert, who I met in A Players Club, and consulted on a webinar he did for a B2C YouTube Automation offer.

Louis took what I gave him and absolutely crushed it with his client and hit his biggest month yet personally, and the offer’s biggest month.

We talk unscripted and unfiltered about funnels, webinar strategy, slide deck, presentation, follow-up, sales systems and much more…

The only thing I apologise for the poor audio by the way.

For those of you who want the highlights, here goes…

Webinars = Best Re-Engagement Strategy

So this offer has literally THOUSANDS of leads from all over.

VSL opt-in leads, YouTube leads, Discord leads.

Leads fucking everywhere.

And obviously, a lot of them have gone cold, and they didn’t want to hop on another call, or really want to even speak to setters.

But by doing a webinar and re-engaging old leads, you give them the chance to self-select and put their hands up and tell you they are still interested.

They come back to life like a Fortnite re-boot card when they see a webby.

Louis even gave the example that he had a woman whom he had gotten on the call with when he was a closer back in April.

She had been ghosting him for time, so when he saw she had signed up for the webby, he messaged her, and she didn’t even need a call after watching it.

She just wanted to pay for ONE of the bonuses, and paid $2,500 on the spot ($5k rev).

Fucking webinars man.

Love ‘em.

Also, lil pro tip from Louis - get your reps to keep an eye on the CRM to see if any of their warm leads have signed up and drop em a message on blue.

Funnels Don’t Need To Be Sexy

This whole thing was built inside of GHL - and I know so many of you love to complain about the GHL web builder.

You don’t need some mad framer funnel that looks like an Apple website.

Timer.

Headline.

Sub-headline.

VSL.

Little sales letter if you fancy it.

Results screenshots.

A button.

That’s literally it.

It doesn’t matter how it looks; it matters what you SAY.

When I was consulting on this, Louis was going to go with an angle about some recent announcement that got made in the YT Automation space about AI.

I asked him what awareness level his ICP was for this offer, and we ended up going with a broader promise for the training.

The point Louis made (and I agree with him 100%) is that design doesn’t move the needle as much as your angle.

You need to remember that you aren’t trying to get your warmest customers to sign up; you are trying to get your most sceptical leads to sign up.

If the hook is strong, people will sign up.

If it’s too complicated, they won’t.

Example: I saw this cool headline from Dan Henry the other day.

Focus on the angle, not the polish.

Bonus Note: I have been experimenting recently with focusing LESS on telling people what they are going to learn, and focusing more on the problems they are going to solve, and driving curiosity (NESB).

This doesn’t work with complete beginners, but if you have a more aware and sophisticated market that are in pain, and they are more aware of their problems, it bangs.

Don’t Leave The Show Up Rate To Chance

Whenever anyone does a webinar, they do the obvious things.

SMS, emails etc.

But for this campaign, Louis stacked literally everything on top of each other to make sure people turned up:

• Emails (obviously)

• SMS reminders (obviously)

• WhatsApp group chats (with my pre-webinar group SOP’s)

• Reminder ads, only to first-world registrants.

• An “add to calendar” button that gave people a double notification on the day.

If one of the biggest factors that dictates how much money we make is how many people are in the room, then it would be gross negligence for us not to do everything we can to get them there.

But we don’t just want to spam people with reminders on all platforms.

We want to leverage the media to optimise for CONSUMPTION.

Don’t just send 24hr reminders, write an email that handles an objection or educates them, and drop a 24hr reminder at the bottom.

If you are going to send them something, at least make it useful.

One Point Per Side ALWAYS

Everyone fucking hates me for this, but it works.

When Louis first showed me the presentation, even he would agree that it needed work.

There were at least two dozen words on each of the slides, the text was small and it was very hard to follow along.

So he went back and implemented OPPS, and stacked 344 slides.

The whole thing felt more like watching a film than sitting through a boring lecture.

This was how Louis was able to build up the emotion enough, and keeo people engaged,

Peak viewers: ~1,100.
Viewers were still on an hour later when the pitch ended: ~750.
Average watch time: an hour and a half.

Everyone copes and says that “attention spans are dead.”

But Louis literally held the attention of hundreds of people, starting at age 17, for 90 minutes on a Sunday evening.

People will binge four hours of Netflix without going on their phone, and they will do the same with your webinar - if it’s actually engaging.

This also gives the presenter a big lift, because all they have to do is literally just read the words that are on the screen in front of them with the right tonality.

Bonus: Do a practice run, and if any slide seems too wordy, chop it into 2/3.

Price Drop On A Book A Call Webinar

This one has completely changed the way I think about book-a-call webinars.

Before, if we had a B2C offer, I wouldn’t tell them the price on the webinar. I thought it would scare people off.

But Louis did the opposite.

He straight-up dropped the price - $5,000 USD - to a B2C audience.

And here’s the point he made (that I probably should have realised myself): if you give them all the information on the webinar except the price, then when you hit the Q&A, the only thing people are going to ask is:

“What’s the price? What’s the price? What’s the price?”

So he just said it, and went and booked 50 calls straight from the webinar, with a close rate north of 70%.

The difference between 50 calls where nobody knows the price, and 50 calls where everyone does, is night and day.

Even in follow-up, his team didn’t have to dance around it.

They weren’t dealing with “I didn’t know it was that much.”

They were just handling actual objections — stuff like payment plans, timing, and confidence.

For me, this is a complete mindset shift.

We definitely need to be telling the price on every webinar. It just makes sense.

Louis proved it.

Drop the price, qualify the calls, and the whole process runs smoother.

Don’t Sleep On Your Follow-Up

I want to start this by saying this is Louis’ bread and butter.

I’m a marketer, I’m a copywriter.

Louis is a sales manager and a good copywriter.

And I learned a lot from how he handled follow-up on this campaign.

He probably pulled another 20–30% revenue just from follow-up alone.

How?

• A simple replay funnel with a countdown timer.

• Leveraging the WhatsApp groups so setters and dialers could jump back in.

• Automated emails and SMS sequences.

• Tweets driving people to watch the replay.

• And crucially - the follow-up structure and priority list I suggested, so the best leads got touched first, while the lower priority ones were left for a couple of days.

Louis told me the replay alone got 1,600 views because it was framed as an asset.

They leaned into FOMO. If you missed the live, you wanted the replay.

The big takeaway here is that most people neglect follow-up.

They think the webinar itself is the whole campaign. It’s not.

Louis absolutely crushed the sales side - not just with systems, but also by hiring the right number of closers and setters to actually handle the volume.

The live event got them the spike.

The follow-up made sure they maximised every last drop.

Final Words

If you are on this list, I don’t know what more I have to show you.

Webinars are the best conversion mechanism right now, and if you have…

• A warm audience (email list, socials, Discord, whatever)

• A solid offer that’s been converting one-to-one

Then it’s time to start selling one-to-many.

You know where to find me.

Speak Soon - https://calendly.com/charlie-mccormack-ww/discovery-call

Charlie McCormack | The Webinar Wizard

He now has the Guinness World Record for the most non-fiction books sold in 24 hours, and is only topped in fiction by Harry Potter.

(Which is absolutely fucking insane for someone in our industry to do.)

So, say what you want about Hormozi and the way he did it…

The results are undeniable.

Which is why it would probably be a good idea for us to take what we can out of Hormozi’s latest launch and apply it to our own businesses, right?

Well, that’s exactly what I am going to be doing here, but what I don’t want to do is break down the obvious.

I have seen a bunch of people coming out over the weekend, and I’m sure it won’t stop soon…

Making videos akin to “Hormozi $100m Webinar Funnel Breakdown.”

I can assure you that 90% of these videos are garbage.

If you copy his funnel, his script, or most things about the campaign…

You are not going to make $100M from a webinar.

Simple as that.

Why?

Because you are not Hormozi.

In fact, any skilled marketer will be able to tell you there was nothing special about his webinar funnel.

So, I’m not here to spin this up and tell you “Webinars are the best funnel to use”

However, what you can do, and what I will be doing for you in this post…

What I AM going to do is show you how you can apply the PRINCIPLES he used in the launch for yourself, or your clients.

Most of which derive from the greatest webinar architect alive to date, Jason Fladlien, and some things I spotted from what I do for clients too.

As someone who has studied and applied Fladlien’s body of work diligently into the service we provide for our DFY and DWY clients…

I have developed an eagle eye for the techniques he used, and it’s clear to see his fingerprints all over Hormozi’s latest launch.

So, without further ado, here are the principles you can take away and apply to your first or next webinar, based on the Hormozi launch.

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Fladlien’s $250 Million 14-Step Webinar Framework

If you have watched any of my videos / read any of my articles before, you’ll know that I don’t pretend to have some ‘secret sauce’ when it comes to writing webinars.

I would be a fraud to do so.

I pay homage directly to Fladlien and I religiously use his 14-step framework whenever I am sitting down to write a webinar for a client.

In fact, whenever I try and deviate from it, the webinar doesn’t have the same flow or feeling.

Not only is this framework battle-tested and proven to work for Jason, but also for everyone who comes across it and uses it properly.

Almost everyone I have ever spoken to who does webinars uses this framework.

It is the same framework Hormozi used this past weekend to become the fastest-selling non-fiction author in the world.

If that isn’t proof for you, what is?

So, why is Fladlien’s framework so effective, and why do so many of the best webinars in the world have this formula behind them?

I like to think of it this way.

“The order of the copy matters more on a webinar than the copy itself.”

You could have the best copy in the world, but if you don’t have a clear path to pitching the offer…

Your webinar is going to feel scattered, messy, and the flow will kill conversions because your audience hasn’t been put through the necessary emotional buildup to take action.

That’s not to say copy isn’t important, because it is.

But you wouldn’t pitch on a sales call without doing the discovery, and you wouldn’t pitch on a webinar without the proper framing either.

Fladlien does this differently from almost all other webinar guys, and I won’t dive TOO in-depth into the framework itself, as Jason has plenty of videos going over this.

But what I will do is go over the highlights of what he does differently and how Hormozi applied it in the recent launch - with examples.

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Hook:

Hormozi started off with 4/5 minutes of simply hooking the audience in before he properly started the presentation.

He made a big promise, briefly showed undeniable proof, and also teased a big surprise at the end.

This section in a webinar works fantastically because most people start off with the usual…

“Here’s what you’ll learn” or “here’s who I am”

Before they have actually given the viewer a reason to care.

A good film doesn’t start off with the hero’s backstory; it has an opening scene that sets the tone and hooks you in.

Webinars should be no different.

Set the tone, hook them in with something big, and work from there.

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Pain:

Again, there’s no point in telling people anything unless you have given them a reason to care, and nothing gets people to care more than pain.

Pain is what gets people’s attention.

Humans are selfish.

We have problems, and we want them sorted, and we also want to know that the person presenting actually understands the problems we have.

Copywriting 101, I know.

So how did he actually implement this?

Hormozi spoke at length about the fact that the big reason most businesses fail is that they don’t have the right money model.

The pain of not having cash in the bank, despite working harder than an employee without the security of a job.

He linked a broad pain that business owners face (not making enough money) with the solution he was going to pitch at the end (Money Models).

Whether this is true or not, who knows?

Either way, here’s some notes you can use when writing your next webinar:

• Wake them up from the nightmare before you show them the dream - they need to feel the full weight of the situation before they can be free.

• They attended because something isn't working in their life/business, and they want the suffering to stop.

• Objection Inventory: List every excuse, constraint, or limiting belief that would prevent them from taking action, big and small.

• Address false beliefs that create real consequences in their results and life.

• The Preemptive Strike: "I know some of you are thinking 'I can't do this because of X' - I'm going to show you exactly how to handle X, even if you have Y constraint."

• Don't solve them yet - just acknowledge these barriers exist to show you understand their world.

• Most presenters avoid this section out of fear, but your audience won't forget these limitations exist anyway.

• Make their fears feel normal and solvable rather than insurmountable.

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Tease:

The tease section is also known as the ‘what you’ll learn’ section, essentially just future pacing and connecting the training to an outcome to maintain retention.

He has already got your attention here with the hook and the pain, which is why the audience will now be receptive to what they are going to learn.

They know that if they stay, the pain he described will be alleviated as the problem will be solved.

It’s important that you link each of the things you are going to cover to a desired outcome in order to open a loop.

If I were doing a webinar for a Copywriting biz op, I wouldn’t just say…

“I’m going to show you how to write copy”.

You would say…

“I’m going to show you how to write copy so when you sign your first client, you aren’t worried about fulfilling the work for them”

Be specific, not generic.

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Excite:

The tease section sets up what they are going to learn, the excite section sets up what their life will be like when they know it.

The ‘excite’ section of this webinar framework is all about expanding and putting them in their dream state, and linking it back to what they are going to learn on the webinar.

Think …

“And if you are able to apply what you learn today… here’s what will happen”

Hormozi did this by essentially telling the audience that the game of business will be a walk in the park for them if they just have a $100M Money Model.

Growth will no longer be hard for any of us anymore.

A state I imagine most of us would like to exist in.

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Position:

Now it’s your job to show the audience why you, out of everyone else in the world, are more qualified than anyone to talk about {insert topic}.

Hormozi did this by:

1. Out-chadding the market and positioning himself among the biggest companies in the US, differentiating himself from ‘gurus’.

2. Showing how he used Money Models in all of his previous and current businesses to get to the point he is at today.

Hormozi already has a big following, so he obviously didn’t spend as much time on this as you would if you were doing a webinar to cold traffic.

In your case, something I see a lot of people get wrong is simply talking about their life story, rather than linking it to problems, pains and desires that their audience has.

This is one of the most important sections of the webinar, especially if you are not Hormozi. Don’t waste it.

Here are some notes that will help with this:

• Results Hierarchy: Show your best results (proof of ceiling), average results (proof of consistency), and most recent results (proof of current relevance).

• Position the mechanism/approach, not just yourself - you're the messenger of a superior method.

• Authority through specificity - be the expert at THIS particular approach to THEIR specific problem.

• Address why you're sharing this now and why they should listen to you over other options.

• Credibility without arrogance - confident but relatable, successful but still connected to their struggles.

• Share your journey from where they are to where you are now.

• Unique Positioning Statement - "I'm the only person who teaches X to Y audience using Z method."

Paradigm:

The paradigm shift ties together the introduction of the webinar and leaves a nice, neat bow on it.

You want to give the audience that ‘aha’ moment, and give them full confidence that what you are about to teach them is:

A. Going to work for them.

B. Exactly what they need to get to where they want to be.

Hormozi does this perfectly, as demonstrated briefly in the slide above by making the declarative statement that Money Models are the only thing that guarantees you can stay in business.

Here’s some notes that will help you do this yourself:

• Eliminate the risk of what they are doing. What is the one thing that if they understood, would change everything?

• Create the "everything I thought I knew was wrong" moment that shifts their entire perspective.

• Paradigm Shift Formula: "What you think is your biggest limitation is actually your greatest advantage."

• Challenge industry orthodoxy and common wisdom that keep people stuck.

• The Revelation: Introduce one core insight that, if truly understood, changes their entire approach.

• Make them question their current strategy and see a completely new possibility.

• Eliminate false choices - show them they don't have to choose between X and Y, there's a third option.

• Connect this paradigm shift to why previous attempts failed.

• The "Aha" Moment: Structure this so they literally say "Oh, this changes everything."

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Mechanisms:

Now, this is what most people refer to as the ‘teaching’ section of the webinar, or if you follow Russell Brunson’s work, the ‘3 secrets’.

When I watch other people’s webinars, the teaching section can often feel monotonous and repetitive.

“Here’s this thing, this thing, this thing, now buy my course’ type vibe.

If you want to make your webinar feel like one ‘whole’ presentation altogether, you need to make sure that you aren’t just teaching, you are still persuading at the same time.

If you are interested, you can learn more about how we can help you do this.

Here’s how Hormozi did his (roughly), and how I write the teaching section for the webinars I do for my DFY and consult on with my clients.

• 3-5 elements that give them their desired output. If I could only teach people these topics, could I make them successful? The 3-5 most important things.

• There are thousands and thousands of nuances and things that matter to be successful, but if I HAD TO break it down into 3-5 things, what would they be?

• Each mechanism should be a pillar that, if removed, would cause the entire system to collapse.

• Structure per mechanism: What it is → What happens without it → Why it matters → How to implement it → Success Example → Commitment

• Progressive revelation - each mechanism builds on the previous one, creating a logical flow.

• Make each mechanism feel both simple enough to understand and powerful enough to create transformation.

• Commitment checkpoints - "Does this make sense? Can you see how this would work for your situation?"

• The "Yes Ladder" - get agreement and commitment at each step to build momentum.

• Include real examples and case studies for each mechanism to make them tangible.

• Address implementation concerns - show them it's not just theory but practical and doable.

These are the notes I have in front of me when I write training sections.

If you have these notes beside you, and you go back and watch Hormozi’s webinar, he teaches the mechanisms almost as a story of how he applied them in his businesses over time.

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Commitment:

This is where most people fuck up their webinars, and the audience immediately feels like the pitch is coming as soon as the training ends.

They rush through teaching their mechanisms, drop some mediocre value, and then immediately jump into their pitch.

But if your audience isn't 100% sold on the METHODOLOGY before you pitch the offer, they're never going to buy.

So, we emulate the ‘tie down’ section of a sales call through the commitment section.

Alex asked the audience a series of questions that got their commitment on what he had gone over so far, as well as getting commitment throughout the mechanisms.

"Do you see how this would work in your business? Can you imagine implementing this system? Are you convinced this is the path forward?"

You need to get them nodding their heads, saying "yes, this makes sense", before you ever mention the offer.

If they don't believe in the method, they'll never believe in your ability to help them implement it.

They need to be at the point where they would go and implement whatever you are teaching them, even if you didn’t offer them an easier path.

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Transition:

In this section, you now call back to all of the amazing things you have shown the audience so far.

Not only putting them in a ‘value debt’, but also raising your frequency as the presenter, as you realise in this moment that you actually have delivered a good presentation.

You get yourself ready to offer them your product / service from a place of abundance, rather than seeming ‘scammy’ or ‘selly’.

Hormozi showed them what would happen if they implemented this, got them excited with the vision of what their new and improved business would look like with a money model, and then introduced them to…

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Core Offer:

The offer.

Now, on a webinar, this isn’t the ACTUAL offer.

Think about the core offer as the thing you would sell someone if they booked a call with your team on a normal Thursday.

This would be like me pitching my DFY or DWY service.

Or if you are a coach, your normal offer.

On a webinar, you typically spend a small amount of time on this, as when people first see an offer, they are programmed to say ‘no’.

We aren’t trying to get them to say ‘yes’ to this straight away, as the rest of the pitch slowly warms them up and expands on the webinar offer.

Here’s how Hormozi presented it, and how I do this for my clients:

• Naming Formula: An attractive name that automatically creates a desire for ownership. A bland name doesn’t cut it; an over-the-top name detracts from what you are selling.

• One-Sentence Transformation Statement: If you only had one sentence to sell it, what would capture the entire value?

• 4-7 Core Highlights: Each with a compelling headline and 3-4 benefit-focused bullet points.

• Proof Integration: Validate every claim with testimonials, case studies, or results.

• Feature-to-Benefit Translation: Never just list what's included - explain what it does for them.

• Address the "So What?" Test: Each element should pass the test of "why should they care about this?"

• Transformation Framework: Show them going from the current state to the desired state through your program.

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Price:

Now, this is one thing that you probably can’t copy (unless you want to sell your product for free).

This is where you anchor the price down (typical webinar fashion) until you get to the price of your offer.

Here’s how Hormozi and I structure the pricing section of a webinar.:

• Value Anchoring Sequence: What it's worth to you → What others have gained → What others charge → What you normally charge → Special offer.

• Have a clear, direct call to action now when you go to the chat.

• Make the offer feel one-sided in favour of your customer. You want the customer to feel guilty about the amount of value you are giving to them.

• ROI Demonstration: Show how quickly they could recoup the investment.

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Bonuses:

Internet Marketing 101.

Hate it or love it, Hormozi used this to get people to buy 200 books that they probably aren’t going to read and didn’t want in the first place.

All just to get the bonuses that were involved.

I won’t talk about the fact that he framed it as a ‘donation’, but you have to give him his flowers.

But it’s important for you to understand that an offer on a webinar isn’t the same as a ‘normal’ offer.

In order to get people to act fast, there needs to be one-time offers that they can only get if they take action there and then.

And the only way to get the bonuses is to buy the core offer.

And even better?

The bonuses are free.

The bonuses are NOT part of ‘one whole offer’ and part of the whole price.

This is a mechanism you can use to turn a ‘no’ into a ‘yes’.

You want your bonuses to have MULTIPLE MODALITIES.

E.g. software, a consulting call, an AI tool, a physical book, digital PDFs, videos etc.

As you can see, Hormozi’s bonuses all had multiple modalities.

Fladlien used this to get people to buy an offer they had ALREADY bought, simply because they wanted the bonuses.

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Scarcity:

This was the only part of the framework Hormozi DIDN’T implement.

Obviously, it wouldn’t have made sense for him to make it scarce if he was going for a Guinness World Record of most books sold, but usually, you can add in an element of scarcity…

AS LONG AS…

It’s attached to a legitimate reason as to why it’s scarce.

The whole 20 spots left gig won’t work with a sophisticated audience, but if you offer a 1-1 call as a bonus, they know you only have so much time in the day.

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Urgency:

Again, another mechanism you can use to turn a ‘no’ into a ‘yes’ and a powerful one at that.

If you want the bonuses for free, you need to act NOW.

It might seem basic, but again, it’s one you need to be careful with.

It needs to be attached to LEGITIMATE URGENCY.

Let’s take the example with a bonus being a ticket to an in-person event.

You can’t just say…

“This is available until Friday”

You would instead say…

“This is available until Friday because after that, we need to finalise booking with the venue and leave people enough time to book transport.”

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Objection Handling:

This mf then sat there for 8 MORE HOURS on Saturday and another 10 HOURS on Sunday on the phone, presenting, and interviewing special guests.

This is one of the things that frustrates me the most when I watch other people’s webinars, and something I have to drill into clients when I work with them.

Most people think of a webinar as dropping the offer, sitting down and answering a few questions, and dipping out straight away.

But dropping the offer is where the selling STARTS, not where it ends.

Fladlien says that when people see an offer for the first time, 80% of people are programmed to say ‘no’ immediately.

Most people pitch the offer, then sit there for 10 minutes and decide the webinar is over.

No. The webinar has just started, now it’s time to make money.

Slowly but surely, you break one objection after another and get them to the point where they take action on whatever it is you want them to.

Whether that be direct to cart, or a call booking.

As long as there are people still watching, there are people still interested.

Even after someone pays, they want to sit there and enjoy the moment.

They don’t want to pay for something and then leave, they sit there and tell everyone in the chat that they just purchased or booked a call - creating even MORE social proof and urgency for the people who haven’t taken action yet.

So, as you can see, I wasn’t lying when I said Hormozi used this for his webinar.

ON A BRIEF SIDE NOTE: If you want me to write you a webinar, or build the whole funnel for that matter, you can learn more about what we do here.

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One Point Per Slide

The human brain can only register so much information at once, and ramming your webinar slides with 4-5 sentences for the sake of not making it longer is just lazy.

If you watch any of Hormozi’s presentations, not just the $100m Money Models launch, you’ll see that this is one of the core drivers behind his ability to hold and crowd and build up emotional feeling.

When I look back on the webinars I wrote when I first started out as a copywriter, the presentations looked messy.

They didn’t flow properly, there was no real momentum, and I could never understand why my clients weren’t presenting how I imagined them presenting in my head.

It frustrated me deeply, but then I realised it was my fault.

I was putting massive blocks of text on slides…

I thought adding some bold, italics, and underlining words would make it engaging enough.

I was wrong.

I began studying and watching Hormozi’s $100M Leads webinar, watched more of Fladlien’s videos and also watched “Death By PowerPoint” by David JP Phillips.

And I changed the way I made webinar presentations COMPLETELY.

If you are selling B2C / low-sophistication B2B, as I imagine most of you reading this will be…

You need to bite the bullet, put in the work and create webinar slide decks that have hundreds, if not thousands, of slides to make sure that you are only making ONE THING PER SLIDE.

As you can see, the past two webinars I wrote were only limited by the number of slides Canva would let me create.

Not only does this allow you to master tonality and tempo (Hormozi as a prime example)…

It allows you to keep the audience engaged and really allows your copy to have the space and time it needs in order to hit home.

Obviously, the copy plays a big role.

But good copy on a bad slide deck won’t be as potent as you intend it to be.

If you have a webinar deck currently, I suggest you go and implement this for your next live session and watch the difference not only in your ability to present, but your conversion rates.

Bonus Goodie: Here is a copy of Hormozi’s $100M Leads Webinar Slides for you to enjoy :)

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Pop Up Events

This is a little trick I got from Jeremy Haynes, and have done a handful of times for clients in the past.

Hormozi went for 10 hours straight on Saturday, then woke up on the lord’s Day and went and did it all again!!!

Can’t blame him.

When you are making millions an hour, I’d probably do the same.

A pop-up event doesn’t have to be done the immediate day after, but can be a powerful tool for three reasons.

1. Allow those who couldn’t attend to be presented with an offer.

2. Handle objections for those who are on the fence.

3. Make your webinar seem less like a ‘one and done’ and more of an event, so people know it’s a big deal.

This is something you probably need to plan beforehand if you want to execute correctly, and won’t be framed in the same way Hormozi did as a second launch.

You could simply segment out the list of people who applied for your offer, abandoned cart, attended but didn’t buy, or wanted the replay and get them on.

The key with this is to make it feel like a natural extension of the main webinar, not a desperate attempt to squeeze more sales.

Plan the content ahead of time so it flows seamlessly and serves a genuine purpose beyond just "more selling."

If you want to learn more about how we can help you with webinars, go here.

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Upsells

This is a little tip I got from my man Maciek Lipa a few months back that Hormozi utilised to its full capacity this past weekend.

Hormozi actually used the Hydra strategy when it comes to selling on webinars that Maciek actually made a video about, but I’ll break it down for you here.

Hormozi managed to sell a low-ticket product, a mid-ticket product and a high-ticket product all in one swift funnel for the launch.

LT - Pre-Order Book / Book Itself

MT - Webby Offer (Donation)

HT - $18,000 Offer For Closer Access

This allows you to sell to everyone in your audience in some capacity and liquidates a massive amount of ad spend for the webinar.

This could be in the form of…

LT - ‘Come Prepared’ Offer, LT PDF, Modules Or A Workbook

MT - Info / Course

HT - Consulting, 1-1 Program

The MT → HT also allows those who have the money to buy your HT offer, without putting off anyone who can’t afford it with the HT.

No money left on the table from anyone.

You have your cake, and eat it too.

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Follow Up With Sales Team

This is where the real magic happens, and if done properly, you can even make MORE or EQUAL to the amount you made on the webinar, through follow-up.

A lot of people worry when they have things like a VSL funnel, a call funnel, a LT → HT funnel or a DM setting funnel that doing a webinar would deviate from what they know - sales teams.

A lot of these funnels rely heavily on their sales teams, so they get scared that webinars won't work for them.

They also see webinars as direct-to-cart only.

But not all webinars are direct-to-cart.

We book a lot of calls for high-ticket programs for our clients.

And just because you can sell direct-to-cart, doesn't mean that you can't use your sales team to follow up, get people on the phone, or scrap having a sales team altogether.

I know that Dan Henry debated Usman Kiyani on this, and Dan Henry was very firm that he didn't like using sales teams, even though he knew it would make them more money.

But for all of the webinars that we do for clients, we are very heavy on the sales side of things - including when the lead signs up, and definitely afterwards.

We reverse engineer, calling all the people who:

• Paid

• Booked a call

• Applied

• Showed up

• Didn't attend (to offer them the replay)

And so did Hormozi.

People were getting texts from him as upsells, and he was even taking calls there and then and encouraging people to call his sales teams on the webinar.

Hormozi didn't just run the webinar and hope everyone would pay directly.

He had a proper follow-up process that continued the conversation with everyone who showed interest but didn't buy immediately.

Use your sales team.

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Practise Practise Practise

And last, but not least…

Practise.

Hormozi has been doing webinars since I was about 13, and has probably done 3 dozens of presentations similar to this one.

He has practised these slides and perfected them over YEARS, and become a master of presenting in that time too.

You might see his stuff and think you could never present like that, or build a webinar that good.

And the truth is that most people won’t.

This is a big reason why we do demo runs with all of our clients before every webinar, so we know they are confident at presenting and have a taste for it.

I suggest you do the same.

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What To Take Away & Next Steps

There are no shortcuts to this level of execution.

Hormozi has done this launch off the back of:

• Years of preparation

• Dozens of webinars before

• Countless pieces of content

• And multiple previous launches that refined his approach.

Now, I know I've said this many times already, but these are purely just principles that you can implement.

And I hope that if you have made it to the end of this…

You are smart enough to know that you are not going to make $100 million from a webinar next week.

However, you can apply these principles to your first or next webinar yourself.

Alternatively, if you want someone who has experience doing this…

Who is doing this week in, week out, both on a consulting basis and on an actual done-for-you basis…

(And this is all they do, period.)

Then I want to extend the opportunity for you to see more about what we do.

If you think that we can help you and you want to implement something similar to this, you can go ahead and book yourself in for a call directly with me.

If you aren’t at a place where you are ready to work with us?

That’s fine.

All I ask is that you subscribe to this free newsletter and check out my YouTube channel.

Subscribe now

Every week, I put out my very best content that is so good, that even if you aren’t ready to work with me on a consulting basis or a done-for-you basis…

You can still get a bunch of value and still go and get a webinar out there using these principles.

And if you are feeling extra kind, share it with a friend or a member of your team.

Share

Hormozi's launch proved that in a world where everyone's fighting for attention, the businesses that understand leverage win.

And there's no leverage quite like selling to hundreds of people at once, having them thank you for the privilege, and watching your business transform overnight.

That’s my final word.

The Webinar Wizard

P.S. If you want to check out more of my stuff, see the links below:

Instagram - https://www.instagram.com/charliemccormack._/

YouTube - https://www.youtube.com/@charlie-mccormack

See What We Do - https://www.webinar-wizards.com/

Therefore, having a social media app on my phone that isn't helping me in any way, shape, or form is basically me saying...

"I'm going to choose to waste my time doing something unproductive."

So, it got the chop and joined TikTok in my recently deleted.

However, when I was bored yesterday, I realised I had it on my laptop! Yipee!

Opened Twitter, saw what the people I followed were saying and saw THIS from Mr Alen Sultanic...

"People don’t buy coaching from you, not because they don’t see the value in you, but because they don’t see the value in themselves.

Once you change the value in themselves, they will believe they’re worth it, and then they’ll begin to improve themselves, and buy coaching from you.

That’s the great secret of selling coaching that nobody talks about." - Alen

H.O.L.Y FUCK.

I really want to sit back and digest this with a few examples, because I think when you and I wrap our heads around this...

We can make a lot of money by understanding this principle and implementing it in our marketing.

People THINK they can push people and shout at them and put them in an excruciating amount of pain to make them buy.

You can, but you run the risk of them resenting you.

You run the risk of them refunding.

And you run the risk of them buying from you, not having had the necessary identity shift needed to take action, and not getting results and leaving you a bad trustpilot.

Instead, we take what Alen is saying.

It reminds me of a concept from Humanistic Psychology that I learned in A-Levels by Carl Rogers.

"Unconditional Positive Regard".

(I remembered the concept, I did have to look up the name btw)

He used to talk about how kids who had unconditional positive regard (parents who loved them always) would perform better in sports and school.

They needed to feel:

• Deeply Understood (Speak To Your ICP Pain & Situation)

• Fully Accepted (No Judgement)

• Believed In (Even When They Don't Believe In Themselves)

If you mirror this back to the Jason Fladlien framework...

• Deeply Understood = First 1/2 Pain Section

• Fully Accepted = Second 1/2 Pain Section

• Believed In = Commitment / Position / Paradigm

Think about it...

When was the last time you spent your money on something?

A coach, a programme or anything that was a semi-significant investment for you.

Did you buy it because you felt you were "ready" to buy it?

Because you were confident it could help you?

I assume so; otherwise, you probably wouldn't have bought it.

(Unless Andy Elliot was on the other side of the call...)

I know personally that anytime I have purchased something big, I have deliberated on the decision for months, and only when I felt like I was ready to buy it, did I finally do it.

There was no change in their product, or the messaging or their conversion mechanism.

I just felt ready.

Another one of the biggest blockers with ANYONE buying ANYTHING is that they don't feel like THEY can do it.

Daniel Fazio talks about this all of the time.

Everyone thinks they have this super special situation and set of circumstances that don't allow them to {insert challenge}.

They think their offer is different to everyone else's.

They think they don't have time to work on something because they are working a particularly demanding job.

Part of this is that we, as humans with egos, think the world revolves around us, partially because in our own consciousness and our experience of life, it does.

But another part of this is negative self-image.

Some people spend so long convincing themselves out of decisions, they are comfortable staying there.

One of the best ways I have dealt with this is to make sure that our webinars DO hit the pain to get their attention...

But also EMPOWER the people on the call massively.

People grow when they feel believed in by someone they admire.

And it's likely that on a webinar, it'll be the guru presenting.

And because they joined the webinar, they likely admire the guru.

So, implement this at your own will.

I far prefer selling this way anyway, but that quote just hit hard.

Love y'all,

Charlie McCormack

P.S. Gonna get back on the YT grind soon. Anything you want to see, let me know and I'll make a vid.

Their first reaction (in their head) is almost always...

"He's an internet scammer!"

"He's defo just unemployed"

"Awh, he's just figuring it out"

All of which are not quite reactions that I am too fond of...

But what else am I supposed to tell them?

"I'm the webinar wizard"

Can you imagine if I said that to a stranger?

They'd think I was a complete fucking loony!

And I feel like this doesn't just apply to me telling the general public how I make a living...

It's a whole paradigm about webinars in and of itself.

Which is what I want to talk to you about here today.

The topic of discussion - "Are webinars ethical?"

Because when you think of it, they are kind of crazy.

Book-a-call webinars are a bit more chill.

But direct-to-cart webinars?

People literally just start sending money into your bank account...

AT SCALE!

Simply just because you wrote the right words in the right order and put pictures on a Canva slideshow.

Obviously, it's not as simple as that...

But it's not far off!

So, what do I think, you may ask?

Here's my two cents on the ethics of webinars.

Some Arguments Against Unethical Webinars:

• People do think they are signing up for a free training, and often don't expect to be pitched at the end.

I totally get this. It can leave a sour taste in people's mouths when they leave if done incorrectly.

• Webinars strike up an enormous amount of emotion in prospects, causing them to make emotive decisions.

People might do stupid shit like put it on a credit card when they have no intention of actually doing the work to make it back.

• Those with bad products look guilty on webinars, and you can smell it through the screen.

As somebody who has watched a lot of webinars, you can see when someone has fallen to the dark side.

Some Arguments For Ethical Webinars:

• If my client has competitors who have a shit product, it's our duty to help them and sell them ours.

Why would I allow people to be scammed and spend their money with our competitors when they won't get the result, as opposed to working with my client who WILL?

• Buying CopyMBA on a webinar changed my life, and the emotion built up helped me take the risk.

I may not be writing you this email right now if I had never bought that course. I might be unemployed, still working in a warehouse.

• Those with good products don't need to pitch unethically, they simply demonstrate value and make an offer.

Personally, I only work with clients who are great people with great offers and are long-term players.

I have probably rejected over £20k worth of set-up fees, and 6-figures on the backend from people I refuse to work with.

Either because the offer was shit, and people weren't getting results...

Or because the offer owner was a prick and you couldn't pay me to do business with them.

So, my conclusion?

Webinars are unethical if you sell a shit product.

However, if you are like me and my clients and you sell people good products at scale?

Rip a webby as much as you want.

I see it as helping people see the light.

Showing them who they can be, and when working with good offers, it is your duty to do so.

It's almost like when you have a friend who's going through a bit of a rut. Maybe he's broken up with his girl.

Guys getting high every night, ordering takeaway pizzas that are barely cooked through, and his room is a total tip.

You'd grab him by the scruff of the neck and say...

"COME ON MAN! GET YOUR SHIT TOGETHER!"

But you are just doing it at scale.

Anyways, if you have a good product that you can sell a bunch of at once (info / coaching / software)...

And you would like me to sell a SHIT ton of them for you at once on a webinar...

OR...

Book you a SHIT ton of piping hot, ready to pay leads that your sales team could close while being violently hungover..

​Book a god damn call with me.​

All you gotta do is read the words on the screen.

And if you have a shit product that scams people?

Sort your life out.

Sort your product out.

Karma will come for you, and no amount of SplitIt financing will be able to save you from inevitable doom.

All the best,

The Webinar Wizard - Charles P McCormack

P.S. Been binge watching Jeremy Haynes stuff recently and I can already feel myself getting richer. I suggest you do the same.

It was kinda late, about 23:15, but it was a Sunday Evening in Sheffield, so it was very quiet.

I'm cruising down a road in Sheffield, a road I have driven down a million times since I passed my test at 17...

When all of a sudden...

Some stupid bastard starts driving COMPLETELY on the wrong side of the road. I'm talking COMPLETELY.

What's worse, that stupid bastard was ME!!!

I could not believe it.

They had changed the road layout, and I am a man who likes his routine, so I was not a fan of the decision at all.

Anyway, reckless driving aside...

I was sitting in my car for the rest of the journey thinking how on earth I had managed to drive for so long on the wrong side of the road...

And not only that, why weren't there any markings on the road for a good 300m?

And it reminded me of a conversation I had with a friend last week. We were talking about how in marketing...

You have to make things so painfully clear to your prospect that you basically have to assume they are fresh off the boat.

You have to assume they haven't a scooby-fucking-do about a single thing you are saying.

Almost like you are prompting an LLM.

To demonstrate what I mean here, I'm going to use a webinar funnel as an example, for obvious reasons.

Let's take a webinar landing page.

You need to make it very clear on that page that:

• This is a live training, not a VSL.

• This is a live training, not pre-recorded.

• The date it is happening on.

• What are they going to learn if they turn up?

• Who is hosting it?

This may seem simple, but you wouldn't BELIEVE the number of people who turn up to some of the webinars we do and say...

"iS tHiS lIvE?!"

"iS hE aCtUaLlY hEre?!"

Despite the fact that we have told them it's live on the lander, the confirmation page, the emails, the sms messages AND in the WhatsApp group chat.

People will also message our sales reps saying shit like...

"I'm in the webinar room, but it says it starts on Monday"

NO SHIT MATE. IT SAYS MONDAY EVERYWHERE!!!

YOU ARE TWO WHOLE DAYS EARLY.

And sometimes I cannot believe that people are this incompetent, but in reality...

They are no different to me.

I was chilling and relaxing while driving on the wrong side of the road, despite the arrows LITERALLY facing the other direction from the way I'm driving.

You've probably done something in the past few weeks that's made you think...

"How on earth have I managed that?"

And usually, it was due to a lack of clear instructions.

So in your marketing, on your funnels and in your copy.

TELL. PEOPLE. WHAT. YOU. WANT.

Want them to send you a DM?

TELL THEM TO DO IT.

Want them to sign up to a WhatsApp group?

TELL THEM TO DO IT.

If your service is DFY, not DIY...

TELL THEM IT'S DFY, NOT DIY.

Just like in this email, I would like you to click here to book a call with me to discuss how I can help you with your webinar campaigns.

I'm going to tell you to click here to talk to me.

And then if you click on my VSL, I'm going to tell you...

• The Price + Commission Structure

• What You Get

• How Long It Takes

​I'M GOING TO MAKE IT ALL ABUNDANTLY CLEAR FOR YOU.​

So, click here.

Be clear with your customers.

Remember to use direct response...

And don't drive like a dickhead.

Have a good week,

Charlie McCormack

Unless you have an audience full of people who have never been sold to before or never been on a webinar...

The Russell Brunson 'Perfect Webinar' framework is not going to cut it for you in 2025.

To be fair, maybe there are some markets you can get away with it - maybe older demographics would like it.

But if you are selling a biz op to 18-25 year olds...

You need to get creative.

You need to package the webinar in a way that is so attractive to attend...

That even somebody who HAS been on a webinar before...

They STILL want to join and check it out, even if they know they are going to be pitched!

Like when you go to a nice restaurant and you know the bill is going to be heavy, but you go anyway.

I know this because we are experimenting with multiple different approaches across markets and clients at the moment.

I'll give you a proper example so you can apply the same kind of thinking for your own / your clients' offer.

Offer: Reselling Biz Op Offer

ICP: UK Lads, Age 17-30's

There is never a more sceptical market than lads from the UK.

Trust me, if you go to a boozer on a Friday, the majority of people there would tell you all this online stuff is b.s. and if they posted videos online, their friends would call them gay.

And somehow, we need to sell to them.

So what do we do?

We dumb it down majorly.

I need to write copy that looks like a snapchat group chat, and a presentation that feels like a conversation at the pub.

We can't belittle them, and we can't promise them the world.

We need to show them that this can make them an extra £200 a week to pay for their car, not tell them they are going to make an extra £5,000 a month - even though they can.

Bottom line is...

You need to learn to think.

You need to be able to feel the energy of your market.

You need to embrace the offer owner's persona, their morals and what they stand for.

Yes - follow the frameworks of your Fladlien's and your Brunson's and take the principles, but don't copy them word for word.

You don't need to re-invent the wheel.

I think one of the reasons people who come to me for consulting on their webinars actually find value in it is because I'll never give two people the same advice.

Webinars are different for everybody.

Do what works for you (or your clients).

Stay hustlin' and happy Friday,

Charlie McC

I'm currently sitting in a coffee shop in Sheffield.

Sun shining through the window.

Brain.fm flowing through my auditory systems.

MacBook Air in front of me.

Iced caramel latte beside it.

I don't think I could look like more of an online business bellend right now unless I was in Bali lol.

(No hate to any of you who are in Bali, simply an observation)

Anyway, I want to share some thoughts with you on my first love.

And no - I'm not talking about an ex-girl.

I'm talking about copywriting.

For those of you who don't know my villain origin story..

I lost a fuck ton of money trading (copying signals).

Then, I tried a handful of MMO offers.

Including, but not limited to, YouTube Automation, TikTok clipping and appointment settings.

I even nearly got recruited by some network marketers at the gym at one point, the little slippery bastards!

Eventually, I bought a $997 copywriting course on a Cardinal Mason webinar.

Which, looking back on it, it quite a poetic and full circle moment.

It's almost Freudian.

My first love, my core skill and the thing that made me my first penny online was copywriting.

Writing the correct words on a screen has allowed me to produce more than a million pounds for my clients, and a nice bit of dough for myself.

With the introduction of AI, copywriting is one of the skills that the AI doomers would love to tell you is going to be replaced.

But as somebody who writes SO MUCH fucking copy it nearly makes my fingers bleed...

I can tell you for a fact that this is not true!

I've funnel hacked, signed up for and studied almost everyone in the info / coaching spaces shit.

Newsletter funnels.

VSL funnels.

Webinar funnels.

Low-ticket funnels.

I've seen it all, and I'm in all of their CRM's somewhere.

One of the things I've noticed recently is how LAZY people are getting with anything that is copy-related.

The emails that they send are clearly AI.

The landing pages they use are ClickFunnels templates with Claude copy on.

And don't even get me started on LinkedIn..

Everyone writes the same stupid templates to try and farm engagement from other engagement farmers.

Look, I don't know about you..

But I find it incredibly easy to tell if a copy that is meant to be personal has been written by AI - webinars & emails specifically.

Which brings me to the point of this email...

I really want you to think about what I am about to say.

I mean this.

I want you to think very deeply about this...

I believe copywriting is still the best skill that any business owner / operator can possess.

If you think that copy is something that can be entirely outsourced to AI...

If you think copy is just writing words on a screen..

If you think that the market doesn't "receive" copy like it used to...

You are wrong, and your negligence will cost you.

Outsourcing your copywriting entirely might seem like an efficient way to buy back some of your time...

But when you outsource your copy, you are actually outsourcing:

• Your ability to think

• Your creative abilities

• Your ability to connect with a market

• Your knowledge of human behaviour and nature

• Your ability to sympathise and empathise

And when you think of it like that, it's not a worthy trade.

I say this because the other week I was looking to outsource parts of my copy elsewhere.

After a conversation with a friend, they advised me that my copy skills are the highest leverage thing I have.

He suggested that I should outsource marketing tech, automations and things of that nature instead.

It made me realise that I had taken for granted my ability to influence through words.

If you haven't realised this ability yet, or you were taking it for granted as I was...

Do not underestimate its power.

To your success,

Charlie McCormack

Typically, on a webinar, most people will either:

• Pitch A Call

• Pitch A Direct Offer

There are many different variations of offers you can pitch, and ways you can pitch them, but let's stick with those for now.

If you want context on how big of a change this can bring to your webinars, we had a client pitching a $500 mid-ticket product.

I performed well, but as soon as we decided to switch to call bookings for a $3,000 offer?

We did 5x our previous best CC on the first attempt.

That said, let's discuss deeper.

One of the great things about webinars, as I touched on in yesterday's email, is that you don't have to have a sales team.

(Note: If you don't WANT to have one. Dan Henry type shi)

An appointment setter might be useful.

But when I say a sales team, I'm talking about having to manage:

• 4 closers who all have on and off days.

• 4 setters who are incentivised to book anyone onto the calendar because that's how they get paid.

• Calendars and marketing tech that allocates the best calls to the best closers and overlapping availability.

• Reminder & Pre-Call Flows

• Show Up Rates

• Close rates

• AOV

• Financing plans and options

And everything else that comes with running a call funnel.

Now, to be clear - I love call funnels too.

I just don't think they have as much leverage as webinars.

And to be clear...

Book A Call CTA on a webinar?

CRACKED.

But sticking to the topic of what to pitch on a webinar, you have a few options.

Here are some questions to help you decide:

1. Which offer gets your clients the best results?

2. Which offer has the most reviews?

3. Which offer solves the most amount of problems for your ICP?

4. What is the price point?

5. Do you have financing options?

6. What is your average AOV on call funnels?

7. Is it a challenge or a webinar you want to do?

8. Can you add enough legitimate urgency / scarcity to get people to buy it there and then?

9. Are you able to handle the emotion of pitching on the call?

Take the answers from these questions and you'll get a gut feeling of what you should pitch.

Whether that be a call to pay, or a direct-to-cart.

And if you need help or a consultation on your webinars and want my thoughts on it...

You can speak to me here to see if I can help.

To your success,

Charlie McCormack

It's a sunny, glorious Monday here in Sheffield, and I am ready for another week of:

• Writing Webinars

• Watching Webinars

• Doing Webinars

• Talking About Webinars

Speaking about webinars...

One of the questions I get asked a lot by copywriters, Growth Operators, offer owners, and even my own clients is how to call people to action at the end of a webinar.

I can't give a proper answer to this question without proper context, and this might become a series of newsletters...

But it'll definitely be worth the read if you are considering doing this for yourself / your clients, because I actually like to teach people how to think, as opposed to just telling you what I do.

I will probably make a full YouTube video on this.

What Is A Webinar?

A webinar, at its core, was born from a seminar.

These Jim Rohn, Dale Carnegie & Tony Robbins types would have hosted events in local areas, where they would teach their field of expertise to a room full of people.

At the end, they would make them an offer to go on a training programme, buy a book or buy a course from them.

Everyone goes to the back of the room, then they would have a sales rep there in person, or maybe they would have gone and closed the deals themselves.

When the internet came around, people realised you could do this virtually now, so that's what people started doing.

Why Most People Use Webinars To Start

All of your Russell Brunson-type characters realised that they didn't have to:

• Recruit

• Train

• Manage

And scale a massive sales team if they were able to sell via a presentation to a checkout page.

And to be fair, I don't fucking blame them.

Sales teams are class, but nobody can deny that sales is the hardest part of the info / coaching game.

So who wouldn't want to bang up a presentation & get paid?

Everyone has spent time with you, they are warm and qualified, and if you are a good copywriter, you could close small/mid-size rooms at 10% - 30% right there and then.

You could overcome objections in real time via the chat, and anyone who didn't buy could be followed up with automated email and SMS sequences.

You could also sell at scale, so the leverage you have by doing that is exponentially higher than selling one-to-one, although your success rate may not be as high.

Why Direct To Cart Started To Fizzle Out

From what I gathered from those older than me and watching people like Jeremy Haynes on YouTube...

People started to take the piss with automating webinars using cheap Facebook ads at the time, and it almost because like an infinite money glitch.

One of my clients was having dinner with William Brown in Dubai a couple of years back when he was still running WB Trading and said that Will had made £6k just at dinner.

Mad times.

But The Market Because More Sophisticated & Aware...

If you have ever been on an automated webinar before, maybe you didn't realise it was automated at the time.

But if you are on this newsletter, I bet I could show any of you an automated webby and you'd be able to spot that it's automated in the first 3 minutes.

Anyway, what's this got to do with CTA's?

People changed from selling $997 courses directly to cart, to moving to selling $3,000 - $10,000+ and asking people to book in a call.

These calls are PIPING HOT.

I believe the warmest calls your closers could possibly be taking in info / coaching are live webinar leads who have been through a TypeForm that qualifies them.

If that's an organic audience, close rates of 70% aren't unheard of.

So if you are considering what to pitch at the end of your webinars...

It's a multi-variable equation that I use to decide this with clients.

If you want me to make a video on it, reply to this email or msg me on IG and I'll spin it up.

Have a great week people.

To your success,

Charlie McCormack

However, you may have noticed it has been almost one whole month since I last sent a newsletter out to you on this list.

(Maybe the peace and quiet have been a blessing, in which case you can always unsubscribe)

This is the longest I have gone without sending a newsletter since I started writing it to myself in September of 2023.

It hasn't really been a time issue, although business has been going very well at Webinar Wizards, and by extension, been busy as fuck.

We are now actively working with six a-player clients to help them scale their businesses with one-to-many.

Some are doing weekly webinars on cold traffic.

Some are doing bi-weekly webinars.

Some are sticking with their usual one webinar a month,

Regardless, we have had to stress test our systems to be able to handle this speed of iteration.

Btw, we are now also running COLD traffic to webinars if you are interested in working with us, but anyway...

When I see a newsletter hit my inbox from some of my favourite writers, including the likes of...

• Maciek Lipa

• Nick Verge

• Daniel Fazio

There are two reasons I enjoy reading it.

Reason #1:

I can feel the person's personality and voice in their writing.

Reason #2:

They speak on experiences and lessons, not theory.

Towards the back end of last month, I was using AI to help me write some of my newsletters.

This would have been absolutely fine if it were from a transcription of me talking on a walk or something akin.

But, it wasn't.

I decided I needed to go away.

I needed to work actively in the trenches for clients, so when I came back...

I was able to write almost daily emails to the list, giving you my experiences and lessons that I was actually writing myself.

It may not be the most 'effective' or 'efficient' use of my time, but I remember when I was working two jobs and I first started writing copy...

I would have given anything to sit here on a Saturday morning with a double espresso next to me and write to 200+ people on my newsletter.

I will never take this for granted ever again.

Love you all lots, crush your weekends.

Charlie McCormack | The Webinar Wizard

Enjoy :)

We were experimenting with different messaging, different offers and different funnels to see which yielded us the highest ROI.

We thought we had to split-test our way to victory and test frequently until we found something that worked.

Although I do place merit on testing new angles among other things...

We have found a way to get 80% of the way there before the first webinar has even been conducted.

Rather than trusting our instincts and what we think will work, we prefer to let the market tell us what they want, and simply reverse-engineer a presentation that concludes with them working with our client.

Every decision we make now is made through a 'bottom-up' approach, as opposed to a 'top-down' approach.

Top Down - What we think will work. Most beginner marketers (including myself) get caught up in this.

Bottom Up - What the market & our ICP tell us. This is where legendary marketers are made.

Nothing in our webinar scripts, emails, landing pages or any other asset is created without that specific audience in mind.

The reason we are now able to get the results that we get for clients is that we don't guess anymore.

With our robust pre-webinar research systems, we can onboard a new client today and have our first webinar hit it out of the park.

We just set clear expectations with new clients that if they want to work with us on their webinars on a long-term basis, we need to understand their offer almost as good, if not better, than they do.

A common example of this is a sales rep moaning to the offer owner about the fact that "The leads are unqualified!"

Most marketers in the info space also don't really like / understand the sales guys on the offer.

They will get frustrated when the closers have their 'off' weeks or the SDRs aren't reaching out to leads properly.

I've spoken to guys in the corporate sales world as well who will tell a similar story.

I'm a marketer at heart, but I'll tell you this...

I LOVE sales.

I love the closers and the setters on the offers we work on.

So much of what we do on Webinars in a one-to-many environment is just a mirror of what a one-to-one call looks like.

This is why whenever I step into a new offer to take over their webinars for them, my first port of call is ALWAYS speaking to the closers.

Who is better to speak to them the people who spend the most time with the prospects?

I also want them to know that our interests are aligned.

I want to respect the fact that they are on the front lines every day, taking 5-8 calls a day.

Because we are booking in calls for most of our webinars these days, it's my job to make sure that every call they get is a lay up.

They appreciate me for this, because they will clear £6,000 a week just from webinar calls.

I signed a big client this week, and when I was added to Slack, the FIRST thing I did was ask for their sales resources, market research docs, psychographics and call recordings.

Next thing you know, the sales manager is ALREADY asking me if I would be interested in running the webinars for another offer he is on.

If you are a marketer, respect the sales guys and work together with them to make everyone's lives better.

If you're interested in seeing how I use the sales team for webinar research, check out this video.

To your success,

Charlie McCormack

Enjoy ;)

I was by far the smallest fish in the room in terms of 'net worth', which I enjoyed a lot.

I spent the majority of my time just observing how they worked and asking plenty of questions.

One of the biggest things I learned after last week that I want to start with you was that, despite the average age being 21 years old, everyone there had a concrete long term vision for themselves and for their companies.

When I say long term, I don't mean 10-20 years in the future because we cannot predict what the future holds that far in advance.

I mean 3-5 years.

The difference between the gentleman I was with and myself was evident.

They are OBSESSED with building something bigger than themselves, as opposed to focusing on the month-to-month cash flow and operations.

For so long, I have been stuck in this middle land of comfort.

My business is doing well by my current standards, but I haven't considered building something that I could one day exit.

Something that could impact the world beyond me.

I left the trip with a new perspective and realisation that I'm not just the guy who does webinars.

I have a skillset and an offer that is valuable across any and all industries - not just the narrow field of info products and coaching programmes.

Software, finance, real estate, tech, and AI tools need webinars and one-to-many presentations to scale their businesses.

Pitching one-to-many isn't just something that course sellers do.

Steve Jobs built Apple into what it is today by pitching one-to-many and demonstrating the use cases of his products.

It's given me a breath of fresh air and a new mission.

I want to turn Webinar Wizards into the company that brings youth and life, and experience into pitching one-to-many.

Not just a tool businesses can use, but a mechanism that can drive companies' growth 10x faster because of the leverage one-to-many has as a selling mechanism.

It may not happen today.

It may not happen tomorrow.

But my commitment to this craft and this industry over time will compound exponentially.

Not just for us, but for the businesses we work with too.

To your success,

Charlie McCormack

Enjoy :)