Free Webinars Are the Most Expensive Webinars You Can Run

You're Pitching to Leads When You Could Be Pitching to Customers

And done right, the ticket covers most of your ad spend before the webinar even begins.

Here's the problem with free webinars.

You spend a bunch of money on ads with no guarantee you'll make even one sale. You wait days for the webinar. Then only 1 in 5 people show up, and you're pitching to a room full of freebie seekers.

You don't know if they're buyers. They're still just leads. They've invested nothing to be there.

A good chunk of them leave before the offer, so they never even hear your pitch. The ones who stay say "this was so much value!" and then don't buy.

Or they book a call and don't show. Or they show up and say they "just wanted to pick your brain."

So you try a five-day challenge instead. Maybe it works better, but now you're exhausted. The last thing you want for stable revenue is a Tony Robbins marathon where you sleep for 24 hours afterward and dread ever doing it again.

Let me tell you why this happens.

It's called funnel economics.

No matter how good your offer or your ads are, you can't beat a better economic system. The best coffee shop in Pakistan will never make as much money as a mediocre coffee shop in the United States. The economy is just better.

Webinars work the same way. A free webinar brings you leads. A paid webinar brings you customers.

When someone pays for your webinar, they've already bought a ticket, and many buy a bump or an upsell too.

So a big chunk of your ad spend comes back the same day you spend it. Depending on how well your funnel is tested, that might be half. It might be 80%.

Some weeks we get all of it back and then some.

Then those buyers actually show up. We see show rates of 75% to 95% on our paid webinars. When's the last time you bought a movie ticket and didn't go?

People who pay, pay attention.
And people who pay attention pay more.

I could stop right there: most of your ad spend back, and nearly four times the show rate. But it goes further.

You're now pitching to customers, not leads.

They stay for the whole presentation and hear the pitch.

When they book a call, they show up. Our sales-call show rate is about 80%, and our close rate is 47%.

The email list you build is a list of buyers, not freebie seekers.

Look. In August we spent 162K on ads, and we got most of it back before the webinar even happened.

And after everything was said and done, we did over 917K in sales between the tickets, the back end, and the recurring revenue from the offers inside the funnel.

Now, I'll be honest with you. Three of those sales were 100K each, for a one-on-one VIP day I host, so that number is a little inflated because of them.

But I had never sold a VIP day from a webinar before. It happened because serious people were watching, and serious people want the most serious level of attention, at the most serious price.

In fact, over the last four months I've sold over a dozen of my 100K VIP days. I've since raised the price to 200K, and people are still buying.

That's what a great presentation, given to serious customers, can do. It puts you in a league of your own.

And it wasn't because my webinar is magic. My free webinars are good, and my paid webinars are good. The difference was who was in the room. That's funnel economics, and I'm not going to fight the economy.

Most People Think You Should Never Charge Someone to Hear Your Pitch. I Charge Them, and They Buy More Because of It.

The first time I said that out loud, people looked at me like I'd lost it. "Who pays to watch a sales presentation?"

Here's what happened the day my paid webinar crashed.

I was running it live on Zoom. The platform went down. We had to move everyone to a new link, and then do it again. Twice.

We lost almost no one.

Now think about a free webinar. If the link breaks twice on a free webinar, how many people do you keep? You know the answer. You'd lose all of them.

That's the difference between a lead and a customer.

So here's the question this event answers:

If the people in your room have already paid you, why would you ever let anyone in for free again?

"Nobody in My Market Will Pay to Watch a Webinar"

You're probably right about one thing: nobody wants to pay to be pitched.

Good instinct. Don't ask them to.

People don't pay for a pitch. They pay for a specific, tangible result they want badly, explained by someone who obviously knows how to get it.

Free webinars tend to be about fuzzy things, like "stepping into your power." Paid webinars are about concrete things a buyer already knows they want.

The topic of the webinar is the targeting. Pick the right one, and the people who pay for a ticket are exactly the people who buy what comes next.

This works for business owners who sell expensive products and services of every kind, not just coaches and course creators.

Why It's Only $297

In September, business owners paid 10K a seat to spend a day with me in Las Vegas. So why is this $297?

Two honest reasons.

First, this isn't the full Vegas event. Vegas was a hands-on intensive. November 9 is the virtual version: the machine, the math and the script, without the room and the hotel bill.

Second, after every event like this, some business owners decide they'd rather have my team build the whole paid webinar for them. That's the done-for-you work we do for clients, and it's how this event pays for itself. If you'd rather build it yourself, that's completely fine. You'll leave knowing exactly what to build.

Not gonna lie, I was a little unsure about the webinar script at first… I decided screw it, just run it as is and see what happens… just hit… 47K (cash collected). Clearly there's a reason you guys are the pros and I'm not.

Natsai, done-for-you scripting client