Data v Decisions
How to reverse-engineer a successful webinar campaign
When I first started Webinar Wizards, a lot of the work we were doing for clients in the early days was simply 'fucking around and finding out'.
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.