How Louis Made $130k In 4 Days From His First Ever Webinar
Consulting Case Study With Sales Beast Louis Appert - Full Breakdown
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