How I Made $10,000,000 With a 37 Minute Masterclass

What I want to share, as Devon mentioned, is my what I call my 38 minute mini webinars. And they've been responsible at this point for 10 million in sales. And that's really only over the last three years since we've properly been refining this and perfecting it in a sense. And the journey began back in 2014. I first learned webinars from a guy called Russell Brunson, great guy. It started as a friendship. Then I joined one of his programs and and then we've been refining and changing the process ever since. This was back at a conference

called Traffic and Conversion Summit. And a mutual friend introduced the two of us, me and Russell. And it was an introduction because he felt I had something that could help Russell. He was focusing on paid ads at the time and wasn't doing any free traffic stuff. And I'd gotten really, really good at free traffic strategies on YouTube. So a friend introduced us, said to Russell, Was this young lad who John he might be to help you and your clients. And so long story short, Russell got in contact and said, Hey, can I fly you over

to Boise, Idaho? And I was like, Where the heck is that? I realized it's now the land of the potatoes. Apparently that's where that's where that is. And and so I went over and I taught his inner circle members how to do what I was doing with YouTube. I stayed around as a part of his mentorship, and I learned a lot from the guy. But since then, things have been changing quite a lot and there's a lot of changes that you need to be aware of. And in fact, the whole webinar game is pretty much

on its head now. And so if you're trying to do webinars like we used to do back in 2014, you're going to be making a big mistake over the course of the next 12 months or so. Started to make some good money with webinars. This is a screenshot of my main stripe account from 2015 January to December to £276,000. I thought I was pretty good, you know, 23 K per month. Who would be happy with 2030 K per month? And then the room filled you? I was I was elated. So this was great, really hitting

on something fantastic using these webinars and selling my courses and my coaching and things started to scale. I've grabbed a few screengrabs from that same Stripe account and you can see the next year. This is 2016. Just to show you where we started to scale this thing, you can see a spike and that was in August, September and October of 2016. We started hitting some six figure months. So doing over £100,000 in sales, right? Who thinks that's pretty cool? Doing a £100,000 in a month? Okay. Well, here's the part where our hands go back down

and we don't like the process because we really weren't making that much money after everything was said and done. And this is the part that a lot of people don't really tell you. We talk about revenue, but you don't really hear much about the profit with me. So we can often see these numbers online. And how many of you've ever seen an online guru flaunting a number and you think is that really the number that the take home number? How much of that was profit? Well, you know, it's it's, you know, not great to share

this with you, to be honest. But at this time, the numbers looked great, but the business wasn't great. The margins were so tight. The money we were spending on our ads, pumping it to the current webinar system that we were using, we were barely scraping by. Some months we were losing money, other months we might make a little bit. So don't be fooled. Sometimes by these big numbers. You've got to do your due diligence and figure out if that person is actually as legit as they sound from the numbers. And so what you'll notice here

is that we actually went down into a dip and then for the next couple of years and this is embarrassing to share with you, but I figured for full transparency, let's do this. You can see then the following year, in 2017, in June, in our primary stripe account, six, and then in July seven, in August four. So we went from having £100,000 months and then went down to two, three, four, five, six, seven k. And I've got a team that got all this stuff going on. So I realized something had to change and had to

change quite considerably. Still believed in webinars. I knew webinars was the vehicle, but the way in which we were going about it needed a change. Now there's good news because good news is and we have this huge spike that you can see that followed and has stayed pretty consistent now for the next four years. Okay. And the numbers have been going up and up and up. But as you can see, it's an onward trajectory and the numbers are now absolutely fantastic. So you can see from May of 2020 to May of 2023. So this month

we're averaging about £300,000 cash collected. We're doing it at about a 40% profit margin. We've had one of our best months last month than we've had in the last 12 months. We did £750,000 in revenue. We had £550,000 in cash collected and that was a 40% profit margin. So the numbers now are amazing and it's because of what the the new type of webinars that we're using now. So the big question is, well, what changed? What's different? What happened when you went into that dip? What happened as you've come back out? Well, that's what I

want to share. Would that be interesting? Yes. Okay. Well, then let's do it. So there's a difference between traditional webinars and then what I like to call these high ticket these high ticket webinars. Okay. And so let's draw this out. Let's actually spend some time understanding the difference between a traditional webinar and a high ticket webinar. So everything starts with and I'm just going to put T for traffic. Everything starts with traffic and we're pushing that traffic into a webinar presentation. Let's assume this is our webinar from start to finish. Okay. Webinar from start to

finish. And at the other end, we're trying to sell something pretty standard so far, right traffic into a webinar. Sell something out the other end. The traditional way that this would be done is you would be selling something for maybe $500, maybe $1,000 or £500 or £1,000. This webinar is going to be something like 90 minutes long. Okay. And so you'd be driving traffic into a webinar that's about 90 minutes long and out the other end, you're going to sell them a product. This webinar typically doesn't have much value. It doesn't have that value proposition

that we've been talking a lot about, right? You can see, have you already seen how each presentations building on the next. Right? Like I talked about time, I didn't even plan that with Matt. I thought that was perfect. When Matt came up and talked about the trust timer makes so much sense, right? It's about having that time with your with your prospects. Okay. Well, what happens here in this webinar is you're not getting the combination right that I talked about in my first presentation. Time is ticked off. We have time. 90 minutes. But the value

is oftentimes lacking as a very strict way of putting together a webinar when it leads to an offer, something that you are selling. Okay? And oftentimes it's not actually valuable. It's really just a glorified sales presentation for 90 minutes. Who knows what I'm talking about? You've been on one of those. Yeah. So here's what started to happen. And here was the problem. Traffic costs started to go up, started to get far more expensive. I'm so conscious of I'm going to fall off this state. So traffic started going up. And so you might in the beginning

spend, let's say, $100, $100 and you'd make a $500 sale, right? Having it looking good with 5 to 1, maybe we've got some extra expenses, but profits still looking pretty good. Now from 2014 into 2015, into 2016 and beyond. Traffic costs were going up. So now a year later, it's costing you $200 to make it $500. So nothing else in here is changing. Conversions aren't going up. It's just the traffic's now costing more. So what happened is that we would get to a point where we are spending 500 to make a $500 sale. We're breaking

even and there's nothing else in the back end at all. So the business is pointless, right? Spending 500, making 500 and we've got all this stress and headache so it wasn't working. Okay, So then we start to add things on the back end, like, okay, well, afterwards maybe we'll sell them something else for a thousand. Will try to send people through and add to our average value per customer something that we talk a lot about. But then traffic was going even more expensive. So you're spending 750, so now you're chasing your tail, you're losing money

and you're trying to make it up on the back. And so now you're you're in a in a deficit for a number of weeks or months making sense. It doesn't sound too sexy, does it? So I'm pretty darn good at webinars. I'm just going to say and even now, I still every now and again go back to this style of offer just to test it out. And it's really hard to make it work. My team will attest to this. We recently did this where we tried again and I put everything I know about webinars back

into this model to try it again. And we couldn't make it work. We could not generate a customer for less than we're spending on our advertising. And that's coming from someone who's doing this and doing it really very well. And I understand the game. I will give you four your notes if you want to write this down. There is really only one exception, and that is if you're going out to a warm market. That's the one main exception. You know, I see some of my clients around the room nodding because we've talked about this at

length. What I'm referring to here, just so we're all on the same page, I'm referring to generating new customers, generating new clients. I'm talking about going there with traffic generation, with Facebook ads, YouTubers, people that have not heard of you before and invite them to a webinar. You with me, right? Okay. How many of you, by show of hands have a warm market? You have an email list, Social media following. Okay, great. Awesome. So for you, you could think about still selling a course if you wanted to for about that price point and you would

make some sales from your email list. Happy Days will make some sales from your social media following happy days. But as soon as you try to automate that webinar and run it out to cold traffic, you'll see your numbers plummet because the value and the trust timer, as Matt would put it, has already been ticking for quite a considerable period of time. So while they're on your email list and if they're on your email list and they're opening your emails and registering for a new webinar shows that they're still engaged, make sense. So that's the

only exception. So there's a few things that's changed. There's a few things that changed to make this what I call a high ticket webinar. So we've got traffic, same as always, but our webinar presentations are much shorter. Rather than being 90 minutes, all webinar presentations are only going to be about 30 to 40 minutes. And I'm going to break this down. I'm literally, as Da'Vonne said, I'm actually going to break down my entire framework, the timings, how long things need to be. We're going to get into it. Okay. So hopefully you're ready for a heavy,

heavy session because we're going to get into this. But these need to be shorter now. Good. I've got a group I like the. Whereas that work from your hand. Yeah. Nice. Can I hear it again? Louder. Yeah. Yeah. Okay. So yours was better than mine. I've never done that again. Now, Squeaky. So 30 to 40 minutes is how long our webinars want to be. Not 90 minutes. 30 to 40 minutes. Okay. Out the other end, you can probably guess what is coming, right? Am I going to draw a dollar symbol or am I going to

draw a picture of a phone? Yes. Okay. Not a very good one. So that's going to do it. So we've got our phone. The webinars lead to a phone invitation to speak with us and book a call and off the back of that phone call, we're going to sell our program, but we must put our prices up. How many of you are selling something for at least $2,000 already? Put your hands nice and high. Awesome. This will already work for you. Okay. The rest of you that didn't put your hands up, you need to start

getting your prices up. Some of you will be restricted. I understand. Maybe you are selling a physical product that really does have a hard value, but if you're selling courses, coaching services, agency, anything of that nature where you're selling your knowledge, there is price fluctuation that you can play with and it oftentimes comes down to a confidence boost to get that price up. So we really need to start selling for less than $2,000, no less. What's more, more than $2,000? And what this means is if we're doing this, we can front a higher cost for

traffic because a few things are happening. Number one, the webinars are shorter, more people are getting to the call to action, more people are booking calls. And you'll actually find that when you're all said and done, you'll actually convert a huge number of people. That book these calls to closing if you do it right. Okay. If you are automating $1,000 course on a webinar at scale to cold traffic, you might expect a 2 to 3% conversion. But what we're finding is we're getting 20% of people booking calls and of that 20%, we're getting 30 to

40% of people to buy our offer. So you can do the math in your own time, but it works out to be a greater return on investment. And so we can actually be profitable again out the front end. Many of our clients in this set here in the room, many of our clients are doing something very similar to the numbers I'm putting here on the board. Spend 500, make a2k sale. Okay, so now we're back at more like 4 to 1, which is far more sensible. And then you can still do the other stuff which

I don't have time to talk about in this presentation, but we will build upon this over the next three days about some of the stuff that you can do on the back end. Your email list is so valuable. It's an amazing asset and you need to understand how to use it, right? So we'll make some time for that and you can start adding more value on the back end. So we understand the difference between traditional and then high ticket webinars. Yes, perfect. So would you like the framework? Yeah, let's do it. Okay, so you might

be wondering and if we could get just my slides back up for a second, you might be wondering if we're selling on the phone. Then why don't we just skip the webinar altogether and go straight to the phone conversation? Okay. And it's very, very simple. And again, I've put together some very fancy keynote presentation slides to illustrate this. But as far as my skills go, I call it the conversion timeline. Okay. And you might even want to just draw this out or just remember this. Okay. The conversion timeline similar to the type of stuff that

Matt was talking about, we need to get people from a zero where they have never heard of you before. Like never, ever heard of you before, all the way to a ten, which is take my money, right? If someone's at a ten, they're fully sold on you. You know what it is that you do? Your price point. They're ready. Okay? They're literally going to be handing you their credit card or giving you the numbers to punch in. So we need to get people up to this ten to acquire a client. Right. If we eliminate a

sales funnel process like a webinar from the vehicle at all, and we just go straight to booking calls, maybe you're getting them to a tooth, we're getting them from a zero. They haven't heard about you, okay? Now they hear about you. Maybe they've heard just a little bit and now they're on the phone with you. Now, hopefully what you'll understand from this and what's being illustrated is that you've now got to get people from a two to a ten on the phone. How many of you have had an enrollment conversation on the phone that was

actually really tough to get someone across the line? Yeah, and maybe you heard some no's. You heard them. Let me think about it. All these things start to come to the surface and you don't close on the phone, Not necessarily because you're bad. You might actually be quite good on the phone, but it's because you have to get people from a two to a ten on that phone conversation. That puts a lot of pressure on the call. So, look, there are different strategies that work for different people. You're here to learn from me and then

my team of experts that I bring in front of you. And this is the stuff that we do which I think works better. There are other people that will teach this. There are other people that will say, Well, look, just use a very simple five minute video and go straight from that to book a call. And then we just close on the phone. That is putting so much pressure here. It's going to be very, very hard to do if you want the easier path, if you want the Louis Smith path of living your best life

now and just, you know, spending a very short period of time on your on your business, then we need to aim to get people up to a six or seven before we speak to them. Sometimes you'll get people on the phone and they'll already be a ten. Fantastic. That will happen. Okay. Get Matt Wilson on the phone. He's going to give you some money. Okay. Get me on the phone. I'm going to give you some money. I just saw an ad for that t shirt launch and I thought we had fun. So I'm like that

as well. But the game is to get people to a six or seven, you know, an average. And that's where a webinar comes in. A webinar allows us to do that. There's so many things that we need to achieve along the line of the webinar from start to finish is essentially the zero to the six or seven track in with me. This is what we want. It makes the conversations easier. I like your energy. Okay, so here it is. Here's my exact framework for successful high ticket webinar. I'm going to take you through this start

to finish. I spent a long time refining this, and as I go through this little timeline of the webinar, it might seem simple. My God, it's pretty simple. You've drawn a few lines through the start to finish and told us what should be in each, but just understand that this has been refined for quite a number of years. I've chop things around, I've changed the length of time, Bless you, I've changed the length of time, shorter, longer intros at the beginning, or do something else at the beginning and then move to hooking it. There's lots

of different ways that I've chopped this up. This is the framework. Now we haven't got time to go into every single slide of a presentation, but you can, within each little section of the framework I'm going to teach you right now, you can move things around. Doesn't matter. You've got a bit of a playground there out within the little frameworks that I'm going to share with you as we go along. So first things first, 30 to 40 minutes. We found that to be perfect. If we go shorter than this, if we do 1520 minute webinars,

we don't feel we've had enough time to build connection, to provide value to do the things that we want to do. If we go past 40 minutes, which we used to teach, we used to teach 60 minute webinars and they were working, nothing wrong with it. But I just like to make things easier if I can. So we tried shorter ones and it worked and then we tried to go even shorter. Didn't work. So we've we've stayed at about 30 to 40 minutes. If it doesn't need to be 60 minutes, why do it? Why? It's

extra slides, it's extra work, it's just more difficulty. So 30 to 40 is perfect. Okay, now there's three main sections of the presentation, Three main sections. Now, I would like to say at this point that a lot of these tips are transferable outside of webinars. Okay, So a lot of this stuff, along with breaking down, you know, you might be doing a stage presentation and you want to follow something of a framework. Maybe you're doing a Facebook Live, maybe you're doing a YouTube video, whatever the case may be. There's stuff in here that you can

take away from this, but three main sections to the presentation. The first is setting the stage, setting the stage is about 5 to 10 minutes. Okay. So if you're following along as you're writing this down, setting the stage is about 5 to 10 minutes. Then we've got the training and the trainings about 20 minutes, and then we've got what I call the handrails. You might not get to see that the back is called the hand raise, and that's 5 to 10 minutes. Okay, So let's break this down further. All right? Each section that's divided by

the green lines for the top three within those, I've broken them down into the smaller sections of the framework as well. Now, this is where you need to make sure that you keep these in the right order. Okay. And then they will work very, very well. And what will happen is this will become second nature, in fact, as many are already doing. You're very welcome to take a picture of the screen because you might actually want to print this out and just put it up in front of your desk when you're doing a webinar, because

as you're writing slides, you'll be going, Okay, have I done the hook? It's about 2 to 3 minutes for her. Great. Have I done this next? I've done that next. So just you can keep things in the right order. So the first part of the setting of the stage is the hook. And the hook is incredibly important. In the hook. We are getting straight into the content. We are getting straight into the reason why they are here, what they're going to learn and what's in it for them. So I don't want to hear any of

you starting a webinar and saying, hey, it's, you know, John PMC here. And look, it's a lovely sunny day and I'm this and I'm there and that was your day. Hey, let me know in the chat. How was your day? All of that stuff is a complete waste of time. Complete waste time. That might work if you're doing a warm webinar, your email list, social following, fun to a cold audience that have only just heard about you on a YouTube ad or whatever the case may be, they've registered. They're thinking, okay, now all might go

to that thing. They've, they, they've shown up many of those people that have showed up to the webinar and not committed to sticking around. How many of you understand that? Right. They're not committed to sticking around. Many of us in the room right now will register for a webinar. Most now check it out. First couple of minutes, not for us. We leave. Yeah, it's as simple as putting that person that little red x. If you didn't like my presentation here today, I hope you do. But if you didn't, it would be harder for you to

leave. You probably think, Oh, I'll endure it until the break and then I'll run away. Right. But on a webinar it's so much easier. Just press that and read. Next thing you're gone. No one knows you just slipped away. So we have to work really hard to keep their attention and keep them focused and keep them locked on us. So the hook is 2 to 3 minutes. 2 to 3 minutes. Let me get straight in. Read the title of your presentation. Hey, welcome to today's presentation. Thanks for being here. We're going to dive in to

read off the headline. Here's what we're going to be able to achieve as a result of being on here. Here's why you should, you know, listen, here's why you should pay attention, okay? All of that stuff needs to be done very, very quickly. All right. So no dillydallying, no wasted time. We get straight into the hook. Okay, That's 2 to 3 minutes After that, the next section is talk about them. Okay? It's talk about them. Can you see this at the back? Maybe not. Is it a bit too small? It's a bit small. Okay, I'll

just tell you what it is. So that next one that I'm pointing to, luckily I've, I've got my red arrows there that next one says talk about them. Talk about them. So we're going to do for the next 2 to 3 minutes is we are going to do exactly what I mentioned in my opening presentation. We're going to use displayed. Well, very good. So we're going to spend 2 to 3 minutes saying, if you're on this webinar right now, chances are you feel like this. Describe how they're feeling, Describe something they're going through. Maybe you've

tried this and it didn't work. Maybe you've been struggling for a number of years now. Maybe this is the type of life you're living right now and you're wanting to do this. You're wanting to do that. We literally just spend 2 to 3 minutes talking about that and we just take all of that homework that we did in the opening session and then we just put it here in 2 to 3 minutes. You with me? Yes. Okay. Then and only then can we move to the next one. For those in the back, it says, Talk

about us. Talk about us. Now is your moment to talk about you. And again, I've played with this a lot. This is where I find the placement works the best. Some people talk about themselves too prematurely. Maybe you've seen it right? You're on a webinar and hey, thanks for being on today's webinar. I'm going to teach you this, this, this. And just so you know, I've been featured in Forbes, been featured in Success magazine. I speak on stages all around the world. I'm freaking amazing. People don't care. It's way too early for that. Way too

early. Okay. So we have to do this hook. Talk about them. Oh, it's person gets me. Boom, I'm in, I'm hooked in. Okay, Now I get to experience why I should care about this person who's teaching me. You with me? Yeah. Okay. So that and only that is when we start to talk about them. Okay, Then we get into the training. Now I break up the training into 3ww nh points. Who knows what that stands for? Oh, very, very good. Because some clients in the house. Wow. Not how Write that down. Wow. Not how we're

going to dive into this in a second, but we break it down into three training points. Now, here's what I like about this system here, because with traditional webinars, because everything is leading to a sale, you have to do things in a particular way which doesn't actually provide value. That's the way it's traditionally taught. Whereas what we have the the the ability to do now is because we're not actually going to be selling anything, we can actually provide some genuine value in this. Okay. It's a short presentation. It's 20 minutes for most of you in

the room. You could not teach your full system in 20 minutes. You wouldn't be able to do it right for a client to spend some time with you and for many of you, how many how many of you in the room? The actual impact of you working with a client happens with some 1 to 1, some tailored work that you do together. Yeah. So awesome. So there's loads of you. So think about this. You could give information here and if they want to implement it with you, they join your coaching right? So you are now

free to actually give some goods here. You're free to give some good stuff and they'll get some value from you and they will love it. And the decision that they're now going to make is, do I want to take what I've just learned seriously? If I do, I'm going to work with this person. So actually free to give some cool stuff, which really, really helps. Okay, so that's what's my mistake. And then, oh, no, we were going to go into this first. I'm going to come to that the hand raise in just a moment. So

got the free while not how points. Okay, this is so important that it's something that inside of like with my private clients like this is that these are the types of messages that we get just about this. So Simon Townsend, he's done a million with his webinar now. So I've said it before and I'll say it again the wow, not the how is absolutely process. And the boatman says, Thanks, John, I'm studying this lesson really, really hot. We had Polo that said said the same thing the wow not the how was the most transformational thing

they learned. I'm about to teach it to you as well. Okay. So the lesson that they were just talking about is the lesson. I'm literally taking those slides and I'm hijacking them for you. So what exactly is the wow, not the how? Okay. Well, the how the one of the how is this? We want to teach them stuff that gives them the wow feeling, that makes them go, wow, that's good. Wow. That makes sense. Wow, That's exciting. Wow, That's inspiring. But doesn't go so far as to give them the specific house. Okay, so the idea

is giving light bulb moments. We're giving them stuff that's genuinely exciting, genuinely transform. Maybe not transformational, but but genuinely exciting and valuable, but not enough that they can actually go and implement it. The way I like to think about it is, you know, imagine you have, I don't know, let's say who's into property in the room, anyone into property investing. Yeah, a few of you. Right. So if you wanted to get into property, maybe there was a friend of yours who is a property investor and they're very, very successful, and they offered to go and

take you out for a coffee. Right? And you go out for a coffee and you're having a bit of a chit chat and they're just talking about some of this terminology that they're using. Right. Rent to rent, service, accommodation, bras, all this kind of stuff. And you're trying to soak it all in and they're telling you how amazing property is. They're dropping in a couple of tips and tools. You're thinking, Gosh, I'm not going to remember all this, but this is so exciting. You leave that coffee date, maybe it was an hour, right? You would

leave that coffee date thinking that was valuable, would you not? Yeah. Do you know how to implement it? No. You don't know how to go and get the mortgage. Find the right deal to search for the right stuff on Rightmove. You don't know how to do the specifics, but that doesn't take away from the fact that you were provided value. Okay. You with me? Yeah. So don't mistake the wow for being not valuable and the how is the only valuable part? Actually, they're both valuable, but for different reasons. The wow is opening their eyes. The

wow is getting them excited. The wow is showing them the path that they may not want to take and they like. I've got to decide. Now, this sounds really good. I've had epiphanies, I've had lightbulb moment. It sounds great. Now I'm deciding if I want to go down that path. So a way to remember this is that they attend the webinar for the Wow and they buy your program for the house. That's the way to remember this. They attend your webinar for the while. They buy your program for the house. Okay, So we break up

the training section into three parts. Okay. And so I'll give you an example of this. And this was when I did one of my first webinars and actually did it wrong. So I was selling this program called to Perfect Mastery that some of you in the room said that you remember, okay, many, many, many, many years ago, and these are my free training points and this was me getting it wrong. This is me implementing the how. So what I did was I had this understanding of, okay, I want to do a webinar that's highly valuable

and and actually gives them some great stuff so that the law of reciprocity kicks in and that they want to do something back. And so I just gave them some goods in my first training point, I showed them how to find keywords to target. And in my webinar I'm literally showing them screenshots of Look, go to the Google keyword planner, find this, you know, type of keyword. This is how many searches you're looking for. Here's this, here's that great getting value. Yes, awesome number two, here's how we shoot some videos that we can use to

position for those keywords and get all of that traffic. And so now I'm teaching them how to do the videos and how to record them and what to say, what kind of stuff. Getting value. Yes. Awesome. Great. Number three, here's how to get some of those videos ranked for these keywords. I haven't got time to show you all of my back linking strategies, but here's a couple to get you started getting value. Yes. Awesome. So at the end of the presentation, I asked the audience, this is back when we used to do live webinars. Are

you getting value from this presentation? And the answer was a resounding yes. Everyone was saying Yes, I am absolutely loving. It is awesome. I'm getting yes. It's just access all the way down the presentation and then at the end to make my offer and I make my offer for two traffic mastery, I go through my slides and I'm thinking it's going to be Money Day. We're going to get so many people signing up for this thing because I can see the chat box is going crazy and I make my offer and I'm trying to keep

my cool as I check my checkout process. They're on the side and I'm like, Here and nothing's coming in. I think it's broken. Refresh still broken. Keep it cool. My answering questions are you. What's happening? I'm freaking out. I didn't make a single sale. I didn't know what was going on. I don't make a single sale. And it wasn't until I realized where I was going wrong I was giving too much of the how. And as a guy called Jaber Hamm would say, and I know Jay Abraham, some of you amazing, amazing guy. So Jay

Abraham was talking about the fact that if you try to teach people your entire system and give them specifics of how to do it in such a short period of time, you're doing both you and them a disservice. You're doing them a disservice because they're going to leave with a false sense of hope that they've got what they need to implement. And you're going to do you a disservice because you're going to leave a client to go off and do their own thing because they've got this false sense of security. They're going to go try

without you and you haven't landed the client. So both of you are losing out. So this is where I started to come up with the one at the house. And I thought there must be a different way that we can do this. I read a lot of books, study a lot of people, downloaded a lot of webinar presentations and studied my competition and started to pick up on some of these clues. And then this is how I transformed my webinar presentation and the training points to make them, Wow, not half. And these are the exact

training points I use. By the way. We now make them a little bit longer and sexier, but the first one was why keyword traffic is so valuable. So rather than its counterpart, the how was how to find keywords. Now it was why keyword traffic so powerful. So why would you want to be at the top of Google? What's different about that traffic there than traffic from other sources? Light bulbs are going off. Wow. I've learned something. I've learned what traffic is better than others and I've learned why. Yeah, you would me my concerns. Second one,

why videos are so much easier than they might have thought. I'm not teaching them how to shoot videos. I'm saying here's why videos are actually easier. You can do it on your mobile phone or back then. Gosh, believe this or not, back then I use something called a Kodak Z camera. Does anyone remember a Kodak Z? I got to this lane. I see this was an old camera that had a USB that would flip out from the bottom. Now, one, if you remember that anyway, just me. How am I the dinosaur in the room? I'm

sorry. So. So what? We teach them how to show a picture of them. Like you can use this camera, We can just use your phone and and so going like, this is amazing. I don't have to have fancy camera equipment or a green screen, all that kind of stuff. And then the third thing was the benefits of being at the top of Google. So I'm talking about, look, if you get the right type of keywords and you shoot these simple videos, you can get them positioned on the front page of Google. And here's how much

traffic could start to come in and here's how much how much of that traffic could start to convert into sales. And so by the end of these three training points, their eyes are open, their jaws hitting the floor, and they've had a lot of value delivered. And so equally at the end of this presentation, I've asked I've asked the audience, I've said, how many of you getting value from this presentation? All the yeses were coming in. So if you're hearing this and thinking, John, is that truly valuable, it's not valuable to you. It doesn't seem

valuable to you because you know what? You know, you've got to remember that you know what? You know, you might have had a conversation with a friend at some point or you might bump into someone here at the corridors. Why? You should talk to people. You might bump into someone and share just a little something in a conversation and their jaw hits the floor. You're thinking, really? That's like, that's obvious. It's not obvious to everyone. You're with me. There are things that you know, that are just obvious to you because it's what you do to

other people. It's not to other people. They are wow moments. And those were moments are valuable. Okay, So at the end, I'm getting all these yes's. People are loving it. People literally saying, this is the best webinar I've ever been on. Thank you. Really? Because this was new to me. Okay, great. Then I make the offer say was coming in and that webinar went on to a million. It went from a webinar that did zero sales to producing $1,000,000. No. One go. That would be a nice day. But no, we're not quite there yet. We're

working on that. But yeah, this one did really well and did a million. Okay, so hopefully now you're understanding the wound up, the how is that your understanding. A little bit clearer now. Yeah. Okay, great. We're not done. We want to sprinkle these buying triggers into each. Wow. Not how point throughout the presentation. So I want to sprinkle these in. These are things that are going to help them get closer to making a buying decision. So the red X on the other side is someone not ready to invest and the green money back on the

other side is they all ready to invest. So this is how we get them on that journey. We move them across is we we sprinkle these things in. Okay. So it's things like we want to excite them. You want to build your authority in different ways. I've got particular slides in my presentation where I drop them in. I plant things all the way through that might seem like they're just there for no reason, but actually they're by design to build authority. But I'm not being so overt. I'll give you an example. This will sound overt,

but it's because I'm trying to teach you something. So I've spoken on stage alongside a guy called Les Brown saying, Well, no Les Brown, okay, awesome guy. It was actually the event that Lisa mentioned that Ajayi he put on over in Dubai, 3000 people. That was an awesome event. So I'm speaking along alongside Les Brown. Okay, Now if I was to just say that as overtly as I've just said it here, you might think, what if a douchebag right? Just wanted to just a power trip. Now spoken with this person that's spoken alongside Gary Vaynerchuk.

And if I just drop all these things in, it's obvious. I'm just saying it, you know, so that you know, okay, whereas if I can find a way to just sprinkle it into the training somewhere, if I can find a way to drop it in and tell a story that isn't designed well, it kind of is designed, but it's not supposed to just sound like I've spoken alongside Les Brown, but it's more embedded in a story. It comes across way better. So the example I give is I show a picture of me backstage with Les

Brown because I actually taught him some webinar stuff and him and his team were literally blown away, ends up having a call with Les and helping him through some of his stuff. So I show a picture and I say, You see the stuff I'm talking about already? How many of you have heard of Les Brown? Yeah. Les Brown. So I was working with him backstage with him and his team at this event in Dubai that we were speaking, speaking at together and I was teaching him some of this stuff about webinars. And him and his

team were blown away. But it's because Les is in the traditional speaking from stage circuit. So him, it was completely eye opening and I want that same experience for you. I want your eyes to be open. So that's what going to be going through. And then I move on in the presentation. Now you've heard that I spoke alongside Les, but that wasn't the point. The main point is I was getting it. Does that make sense? So you can find these creative ways. It's storytelling. You can find these creative ways of telling stories in the training

that's planting some of these seeds, but not being so overt. It works incredibly well. This is actually quite high level, but I'm bringing it down to a way that you can all understand because I can now condensed because we've been doing it for so long. So there's other ones on how best to just take a picture, to be honest. But all of these things you want to, you want to be dropping it like, you know, mentorships, making sure that if they're thinking a certain way about themselves or the problem or the solution, we need to

start changing the way that they are, you know, approaching it. A big one that I do want to point out specifically is handle objections. Okay. Or more to the point, I should probably change my slides. More to the point is pre handle objections. Okay. How many of you enroll clients on the phone? Okay. Okay. You can use this on the phone too. And in fact, this is why the webinar really helps because all the things, all the obstacles that would come up on the phone. Okay, let's let's we're going to spend some time on this.

This is not plan. If you're on the phone and you get a no, okay, let's be honest. Nice and high hands and yet who's ever had a no on the phone. Okay. You should not bury your head in your hands and be really upset about it. And then just what? I hope the next one's better. Okay. No, we need to make a note of Why didn't they join? What was the reason? What were they saying? Why did they not pull the trigger? Making a note And you know what's going to start to happen? The next

call? You make a note. Next call. Same reason as the first person. Right? Put tally Italian. That's two two for that one, three for that one. And you're going to start to have a notepad of the main reasons why people are saying no specifically to you and your offer. And now guess what? We throw it into the webinar, we pre handle it. So the thing that was going to stop them on the phone when it comes up in the moment, we want a pre handling. So maybe it was that they said, Oh, this won't work

for me and they just didn't have the belief that it would work for them. Well who were they, What was their situation. Where were they getting stuck. I'm going to put a slide or two in the webinar addresses that this works for. This makes sense. This is great stuff. So we want to be give it. We want to be breaking down limiting beliefs as well. They're probably going to have limiting beliefs about why this won't work for them or why you're not the right person to teach them. It's going to have all these limiting beliefs

as well. We need to identify them. We need to be dropping them into the presentation and and simplification to people won't buy because something sounds complex. So in the webinar, if what you were talking about sounded really complicated, they won't book a school. If they book a school in the way you're talking about it on the phone sounds complicated. They won't sign up. And so we need to simplify the process in the way we describe it and talk about it to get the phone call. And then when we speak to them, of course, we need

to keep that simplification as a theme. Okay, So those are the things we want to be sprinkling throughout. Okay. Now, really, the goal of these three, while not how points is, we want them to say this in their head. Okay, well, they might say out loud, but no one's going to hear them. This person has what I want and I need to take action. This person has what I want and I need to take action. Okay. That's really what we're trying to get to. Okay. And and that's the one, not the how. It's so important

that you get this part right. And it might take a bit of refinement. It might take trying the webinar, you know, seeing how you get on, learning from where people are dropping off, learning from how the conversations are going on the phone out the other end, and then redoing the webinar, making some tweaks. So but once you get it, you get it. Unless you're a unicorn like Fez, Fez, put your hand up real quick. Fez is first webinar. We will all be jealous of this guy. First webinar. I even just absolutely crushed it. I even

told him to launch 2 to 3 ads to start. He did one. He didn't follow my advice and his first ad in his first webinar just crushed it. He's done like £400,000, something like that, isn't it? Let's get firsthand. It's amazing. So he's so he's going to come up and he's actually going to teach you this tomorrow. He's going to talk about some of the things that he did. You know, when I have successful clients on that, whenever I get up on the stage, share back with us. And and and so sometimes your first webinar

will crush you, but other times it might take a bit of refinement. Okay, Top tip lists work great lists, work great. So if you are struggling for a piece of content, keep in mind this is 20 minutes, so each content section is only going to be 6 to 7 minutes right now, even if you're having a bit of a, you know, a brain blank and you can't think, how can I fill 6 to 7 minutes? Then just use a list, say here are the seven biggest mistakes that and that for me, it's going to be

coaches, right? I'm going to say seven biggest mistakes that struggling coaches are making that's costing them new clients right now I only have to talk about each mistake for one minute. I can have a list of seven and I can work through them and I've provided value, given them those wow moments, and I've managed to get through content really easily. Make sense. Yeah. So lists really, really helpful. And then finally we've got the hand raise. Now the hand raise is 5 to 10 minutes. It's actually 5 to 10 minutes. You might be saying, what if

it's just an invitation? If the hand raise is just. Yeah, okay, I'm in. I want to book a call. Okay. Why is it 5 to 10 minutes? Because it's not as simple as just book a call. There needs to be a bit of a process there. We need to do something that I call. We might want to write this down, inspire change. So at this point, before you go into an invitation to book a call, you want to inspire change. You want to say, look, if you've been watching this webinar presentation with me today and

you've enjoyed the content, you've gotten value from this content, now might be the moment where you need to make a really big change. You've got a choice. You could leave this webinar and you can go back to doing what you did before, okay? Or you might say, This is the moment I'm fed up of feeling like this I'm fed up of having this. I want this solution. And so if that's you, I'd like to present an opportunity and then you go into describing the opportunity to have a chat with you, 1 to 1 to have

a conversation to figure out, and this is where you actually want to drop this in whether becoming a coaching client is the right fit for both of us. What you don't want to do, and I'm going to save you a big headache right now, you not inviting us down. Don't make that conversation that they're booking sound too valuable. You can make it valuable, but don't want to make it sound valuable. Okay. The reason why you want to make it sound valuable is because they then come on to that phone call thinking it's a coaching session.

Not that it's an enrollment conversation to see if they're a good fit. Making sense. So if you start saying, Hey, let's book a 1 to 1 and I'll try and help you and we'll figure out, you know, know what's going wrong here, and I'll give you some of my tips and my strategies and we'll create this and we'll create that. If you say all of that type of stuff, they're going to come on not expecting an offer. And then when you make an offer, there's going to be resistance. So instead, at this point, the invitation

is very clear that this is an invitation to explore coaching, to see if this is a good fit. And if it is, I can let you know what it looks like to work with me and we can go from there. All right. So that's why that be booking course making sense. Yeah. Is this helpful stuff? Yeah. Okay. Awesome. So that's the sense of that's the hand raised. All right. And then that is the framework.