Happy Friday team! I woke up and chose violence and decided that I wanted to spit an enormous amount of game on you all today. Here are 33 lessons that I thought of off the top of my head that we have used to make millions with webinars.

#1: Your Topic Is An Attraction Mechanism.

The topic that you use to do your webinar about acts as an attraction mechanism.

Way too many marketers, way too many offer owners, way too many operators focus way too much time on the messaging they use in their ads, on their emails, on their landing page, and all the other component parts.

And they don't spend enough time picking a topic that is actually going to attract their ideal client.

At the end of the day, a webinar is a lead magnet.

People are exchanging their name, phone, and email in return for access to the training that you're doing.

So when you think of a lead magnet, you would think of creating a lead magnet that applies to your ideal audience.

And we're doing the same with our webinar.

#2: Expectation → Anticipation → Excitement.

This is the framework that we use to make sure that we can get our webinar show rates as high as possible.

We set the expectation, make it abundantly clear what they're actually going to learn when they turn up to the webinar.

We build some sort of anticipation. We let them know how many other people have signed up, how much time and effort you've been able to put into building out the slide deck, how the people who have used this in the past have applied it to their own business and got certain results.

And then excitement, which is what will happen when they turn up and they apply it to their own business.

And we use this in our emails, SMS, our WhatsApp group chat messages, post-webinar booking page and all the rest.

#3: Don't Want To Seem 'Salesy'? Own The Pitch.

If you don't want to seem salesy on a webinar, then you need to own the pitch.

The best way that we've found of doing this is by telling people at the beginning of the webinar, within the first two to five minutes, that there is going to be an offer at the end.

So the sales resistance drops, people can relax.

It also helps increase retention because you actually open a loop as to what the offer is going to be.

And we also use permission-based selling.

Right before we introduce the offer, we say: if you want to see this option that we have for you, give me a certain interaction in the chat.

#4: Acknowledge Other Options Are Viable, But Not Complete.

We want to acknowledge that other options are viable, but they don't offer the complete solution.

By other options, I mean competing solutions that your market might be considering as opposed to yours.

So during the webinar, we don't just need to sell people on the fact that our way is the best way, but we also need to educate and bring awareness to the pitfalls of the other competing solutions.

So we position ourselves not just as the obvious choice, but as the only choice.

#5: Don't Fake Scarcity And / Or Urgency. Make Them Legit.

We never use fake scarcity or fake urgency. Instead, we put in the extra effort to actually make them legitimate. This means creating bonuses from scratch that are genuinely scarce or genuinely urgent.

An example of a genuinely scarce bonus could be something like a one-on-one call, because you are factually limited by the hours that you have in the day. So we always make sure to include bonuses that drive either scarcity or urgency rather than manufacturing something fake and saying that this course or this video module can only be claimed by five people.

Because it's an on-demand video, and anybody with half a brain cell, which hopefully your customers will have if they have the money to pay you, will be able to sniff it out.

They will smell the fake scarcity and it will put them off.

#6: Use The '48 Laws of Power' Method To Teach.

We use the 48 Laws of Power method to teach on the webinar.

This is the most powerful teaching framework that I have discovered and refined when it comes to actually teaching on a webinar without giving away too much that the customers feel like they can do it themselves, but also giving away enough that we've sold them on the idea, they understand it, and they feel like they've got value.

And it goes as follows. We name the principle, so we introduce the first phase or the first teaching mechanism.

We tell a story of that mechanism being used by either yourself, or somebody in your program, or somebody who you've worked with who used it successfully.

Then we juxtapose that story and say what would have happened if they hadn't used it, and that they would have got a result that the market obviously doesn't want. You then give them a key principle to implement, so we do give them something.

We then give them proof of the key bit of game, as I've said there. And then we ask for commitment that they understand it and that they're ready to move on.

#7: The Hard Part Is Getting People There. Don't End Early.

The hard part is getting people to the webinar.

So make sure that you don't end it too early.

You need to be staying in the close and the Q&A for as long as time permits you. And the best way to do this is to make it fresh.

So you could bring on your co-founder, your operator. You could bring on somebody who's been through your training or somebody who you've worked with. You can show them new material. You can pull up your YouTube and show them the case studies you have on there.

You can show them your Instagram and the different bits of training that you have on there.

You can show them your Trustpilot, and bring in new material that wasn't in the slide deck to keep it fresh, as an excuse to stay in there longer.

Because you've done the hard part at this point. You've paid for the lead. You've got them to turn up. You've done all the hard part.

They're there with you until the end.

And you'll be so surprised. We often see times when people will book 1 hour after we first pitch, sometimes even two hours after we first pitch.

And you might say to yourself, "Well, what were those people doing the whole time?" And they were waiting for you to just give them a reason to book or buy.

And the best way of doing that is keeping it fresh.

#8: Use Different Types Of Social Proof.

We want to use different types of social proof.

So we want to have an even spread of direct social proof, such as numbers, like me saying that we've generated $6 million in webinars.

And then also indirect proof, which is credibility and association.

So people you've worked with who might be notable names in your industry, events that you've spoken at, projects you've been a part of.

Make sure that you have an even spread of these throughout, to make sure that we're giving ourselves the proper authority through direct proof, but also making ourselves seem more personable with indirect proof.

#9: "What You Show Is More Important Than What You Say"

This is a David Ogilvy quote. What you show is more important than what you say.

During your webinar presentations, you need to make sure that you have accompanying visuals for every single point that you go through on your webinar.

So if you say that you've helped this person achieve X result, even if it's just showing a photo of the person, or a screenshot of a win that they've put in your Slack channel or your Discord, or a message they've sent you on Instagram, include that as well.

Because what you show visually is just as important, if not more important, than what you say verbally, as well as the fact that 65% of planet Earth are visual learners.

And when they're actually on the webinar, all they're seeing at that time is the presentation that you're showing in front of them.

#10: Be Intentional With Your Follow Up Emails.

We found massive success in being intentional with the content that we put in our follow-up emails.

So with your follow-up emails, rather than saying the replay is going to expire, or why didn't you book a call, or I saw that you weren't there, think about the reasons why they weren't there.

Think about the reasons why they didn't book a call.

Think about the reasons that they would want to watch the replay.

And think about all the other things, depending on your market, that are going through the minds of the attendees based on their behaviour.

And then manufacture your email sequences to follow up around those things, rather than just generic reminders to watch the replay, or that the replay is going to expire, or that the cart is going to close.

#11: Keep Your Promo Cycles Short.

We want to keep our promotion cycles for webinars as short as we can when we're spending money on ads. Organic has a runway.

You obviously couldn't post 100 pieces of content in a single day promoting a webinar, and it wouldn't have the same effect.

However, with ads, rather than spending the same amount over 5 days, we're going to spend it in 2 or 3 days. Because the chances that somebody is actually going to show up go up dramatically the closer that they actually sign up to the campaign.

#12: You Need To Be Interaction Maxxing.

You need to be interaction maxxing on the webinar, because there is no other digital marketing medium that allows you to actually interact with people in real time, unless you plan on going live on YouTube or Instagram live to actually do your sales process, which I don't think anybody really does.

So in this case, unless you're holding in-person events, you can't do real interaction through a video sales letter. You can't really do it through an email. You can't do it through a reel. You can do it kind of through a story, but that's not going to convert hundreds of people all at once.

But you can do it on a webinar. So, asking for commitment, naming people's names in the chat, bringing people on live who can speak to people in real time, making offers that they can only get here and now, because we have the advantage of being able to interact with our customers.

#13: Run The Webinar 'Cycle'.

This is running what we call the warm-cold webinar cycle.

If you do an organic webinar with no cold traffic and no advertising too often, you're going to burn out your audience far, far, far too quickly.

So the best cadence that we have found to do this is by doing an organic webinar every 6 weeks, with a one-week promo before it, and then every other week in between. We exclude the people who follow us and our own clients, and we do a cold one every single week in between.

This means by the time you get to the warm one, you've had five weeks of iterating on all your processes.

So when you then go to clean up your organic audience, the performance is going to be way, way, way higher than it would have been.

#14: Leverage Your Existing Data For Free Sign Ups.

Leverage your existing data to get free webinar signups.

So this could be getting your closers to go through their pipeline of people that they've had conversations with, and re-engaging them to send them the webinar link. It could be sending emails to your email list.

It could be using the previous WhatsApp group chats that you've created for your past webinars, and promoting it to the people who didn't attend through there.

Or it could simply just be through doing SMS blasts.

But in most cases, you've already made the content that got you the lead, so it's a sunk cost.

Or you've already paid the ad spend to acquire that person.

And if they haven't paid you yet, they might just be needing something else to get them over the line.

And a webinar is a great way of doing that.

#15: The Sale Happens Before The Offer (In Most Cases).

In most cases, the sale is going to be won or lost before you've made the offer.

So somebody needs to be sold on the idea that you are presenting them with first, regardless of if they do it with you or not.

For example, if I was to do a webinar on webinars for my agency, for our consultancy, the people on there would have to be sold on the idea that a webinar is right for them, and that they could actually do a webinar, before they end up coming on board to our offer.

Because if I show somebody an offer but they're not sold on webinars, and they're not sold on the fact that it would work for them, the offer might sway them slightly, but it's way easier to sell them on the idea first and then make them the offer, so the offer feels natural, rather than the other way around.

#16: Write As If The RIGHT People Are Watching.

Always write your webinar as if your ideal clients were watching.

Too many people will say, "We're getting these people from ads and these people on organic, so we need to change the whole webinar," rather than having a perfect webinar that solves the pain points of the audience that you want.

It panders to their desires instead of just fixing their advertising.

So I always write my webinars as if we're going to get the perfect person in there.

So when the perfect people are in there, the people who are going to pay the most money, who are going to have the most success with our product, then we get those people over the line as a main priority, rather than trying to pander to different potential audiences.

Work on your advertising rather than changing your webinar.

#17: Don't ONLY Run 'VIP' Optimisation.

Don't only run VIP optimisation inside of Ads Manager.

What we do is split the budget 50/50 between a VIP low-ticket order bump after people sign up, and also just a lead event.

So we get the split between quality and quantity, without making lead quality too bad or pushing Meta too hard to get the volume of quality buyers that we need. So we keep it balanced and in equilibrium.

#18: Different Naming Convention ≠ Unique Mechanism.

A different naming convention does not equal a unique mechanism.

People think that they can just slap a name on an already-proven business model or something and it will work.

Typically, this is only going to work for organic.

But with cold paid audiences, you need to have real reasons, real sales arguments, real systems, and real processes that are either new, that you are doing something different to what people are doing in the market, or you've taken what people have done in the market and you've made it better, so that the audience can get results either quicker, faster, or more effectively.

#19: Move In The Order Of Priority For Sales.

You need to move in the order of priority when it comes to your post-webinar sales process. So we move in the order of confirming everybody who's booked a call, because they're the people who we've gotten to take action.

They're our immediate priority. And then the sales team will work through the list of people who attended, from the people who attended for the longest to the people who attended the least, to the non-attendees.

Because we want to focus all of our effort on the people who have put their hands up and said, "Yes, I want this," rather than letting them slip through the cracks, going and trying to get more volume.

#20: Market Research Is The Secret To Infinite Ideation.

Market research is the secret to infinite ideation.

If you're struggling to come up with ideas for copy, if you're struggling to come up with angles, if you're struggling to come up with offers, then you simply just don't know your market well enough.

Think about your best friend. You never ever ever struggle to have a conversation with your best friend, because you know so much about them. You know exactly what to talk to them about.

You know exactly how to make them laugh and all of that. It's the exact same with your audience. If you are struggling to write to them, it's just because you don't know enough about them.

#21: Learn How To Use Emotional States.

You need to learn how to use emotional states to your advantage.

A huge lesson that we learned is that people don't buy when they feel like they're being attacked or judged.

So we get that out the way at the beginning of the webinar, not by attacking or judging them, but by showing them that we understand their pains and that we understand where they're at. So we put them in a low state, where it's like we're calling out everything that is going wrong for them.

But then throughout the webinar we try and increase their emotional state to one of optimism and one of empowerment, so that when we present them the offer, they actually feel like this is something that they can do. Rather than trying to attack them and judge them and saying all these terrible things about them, and that's why they need to buy. We show them opportunity. We show them another path.

#22: Write Your Webinar In Step-By-Step Stages.

The best way that I have found to write your webinar is in step-by-step stages, to make sure that you write the most effective version on your first try, as quickly as you can.

So whenever I sit down to write a webinar, I will bullet point out every single topic, every single case study, every single idea, certain word tracks that I want to include in there.

And then once I've got all the bullet points written down, I will then go and flesh those out into full sentences. I will send it to our client for them to review, make a couple of changes. I will then make those changes, send them the final script, make sure they're happy with it, and then, and only then, will I go and put it on the slides. I'm not putting it straight on the slides, because it takes so much more time and effort to have to change both the design and the copy if the client wants changes, as opposed to just changing the copy on a Google Doc.

#23: Tee Up Your Ideas More To Give Them More Meaning.

You need to tee up your ideas to give them more meaning.

A comedian spends 1% of their time on the actual punchline itself, but it's the 99% of the tee-up of the joke that makes the punchline make people laugh, right?

So in our webinars, we need to spend far more time teeing up ideas and giving them meaning, rather than just jumping straight into "here's what you need to do, here's what I do, here's why my stuff is better."

We need to use stories. We need to use analogies.

So when we actually do give them the point, the point lands way better than it would have if we hadn't done this.

#24: Use Stories To Teach Rather Than To-Do Lists.

We use stories in our teaching section rather than to-do lists.

If any of you watched Alex Hormozi's $100 million book launch that he did for Money Models last year, you will notice that almost the entire training section of the webinar was just Alex going back and telling stories about bad situations that he was in at some point in his career, in one of his businesses, where he used one of the mechanisms that he teaches in the offer to actually go back and rectify that situation. But he shows himself applying it through a story.

He doesn't show himself applying it through a to-do list.

#25: Build 'Hard To Replicate' Moats.

We want to build hard-to-replicate moats. So how can we build moat in our offer and on our webinar?

Things like data that only we have access to from our clients, experiences or time in the game that we have, relationships that you have with people in the industry, and access that you're able to leverage.

Things outside of just information, especially in an AI age. Can we give people proprietary AI tools that are built on our training? That's a popular one.

Can we give them step-by-step processes that you've refined over years of dealing with clients, both yourself or consulting clients?

Which is similar to what we do next.

#26: You Don't ONLY Have To Run Webinars. Use It As A Tool.

Webinars don't need to be your primary acquisition mechanism for you to run them.

You can use them as a tool. I know plenty of people who are doing 700K a month, 500K a month, 250K a month, who will use webinars simply just as a re-engagement mechanism. There are some people who will do it weekly as their primary mechanism.

There are some people who do it monthly, like Matt Gray, as a monthly workshop, just to clean up his organic and build his email list.

You can do it when you're showcasing new products. I got an email from ChatGPT the other day doing a ChatGPT ads webinar, because they want to showcase a new product. Now webinars aren't their primary acquisition mechanism, but they use it as a tool, and they use it well.

#27: Leverage Webinar Bonuses To Your Advantage.

We want to leverage webinar bonuses to our advantage as much as we can. Incentives rule the world.

And if we can incentivise people to act now by giving them free bonuses that they only can access today, that handle objections, get them results faster, or get them results easier, then we need to make sure that we have a stacked lineup of bonuses that are equally, if not more valuable than the core offer itself.

#28: Don't Just Attack Personal, Limiting Beliefs.

Don't just attack people's personal and limiting beliefs on the webinar to get them to buy.

Acknowledge the legitimate structural factors that could be holding them back as well.

So for example, if I had a Facebook ads offer and I was targeting agency owners, we could talk about the fact that it legitimately has got more competitive, and it has gotten harder and more expensive to acquire a client through paid advertising.

Because if we don't address these things, even if we address their personal limiting beliefs, the market is still going to think that there's this factor, or "I still can't do it because it's too expensive to acquire a client."

So we need to make sure that we bring up the structural factors as well as the personal limiting beliefs.

#29: Use WhatsApp Groups To Increase Show Rate.

We found massive success in using WhatsApp groups to increase the show rate to our webinar booked calls.

So actually on the webinar, while people are booking calls, you get the closer to go through and create a WhatsApp group chat with the offer owner and also the closer and the prospect.

And then as soon as the webinar is over, the offer owner then goes in and hands off to the closer, says thank you to the prospect for being on the webinar and spending that time with them. And then you simply just set the profile picture of the chat as your company name.

And you'll name it "Comp X, prospect name." And then you add in the time of the call.

This added 20% to one of our closer's show rates when we tried it, compared to the closer who wasn't doing it.

#30: You Need To Earn Your Informality On The Call.

You need to earn your informality on the webinar.

So most of your webinar should be building authority through the structure of a script-by-script, word-by-word presentation.

But then there is also value in informality, rather than just being formal all the time. So during the Q&A, loosen up a little bit, make a few jokes, show a bit more of a personal side.

But you have to earn that. If you start cracking jokes at the beginning and being, you know, a bit silly, or too much, or not being structured enough, you're not going to earn their trust or get their attention enough to actually get them to the offer in the first place.

#31: Use Webinar Platforms Suited To Your Audience.

Use webinar platforms that are most suited to your audience.

So we found massive success with more sophisticated markets using webinar tools like Zoom, and then plugging it into AEvent.

But with less sophisticated markets, you might not have Zoom downloaded.

We can use platforms like WebinarJam, but it depends on the market that you're targeting.

#32: Write Your Webinar From Easiest → Challenging.

Write your webinar from the easiest section to the most challenging section.

So whenever we write the webinar, we always start with the offer and the close, because the offer is already made for us.

We just need to explain it to them through our proven frameworks.

Whereas things like the training and the introduction are slightly more challenging, because it's not already created.

This is where you need to actually implement your magic and actually write great copy from scratch.

But I always write the offer first, so I have a clear idea of the goal that we're getting them towards.

And then I can open loops as I go back throughout the webinar to the offer, and throughout the training and the introduction.

#33: Take Feedback From Sales Calls & Handle Earlier.

Take the feedback from your sales calls and handle those objections earlier on, or those queries, or those worries, or those questions, in your pre-webinar assets, during the webinar, during breakout videos, during pre-call assets.

So you can buy back your time on the call, so you're answering less questions and spending less time on each call.

And you're actually making more per call, because the close rate goes up.

That was 33 lessons from making millions with webinars.