BTS look at webinar results, evergreen funnels...

Hi Reader

'Tis a season of online trainings! As I mentioned in a previous update, I'm bullish on webinars.

Sure, they're everywhere—but, it's content that's hard to "fake" with AI, so I think it offers a chance to close the trust gap with leads quickly.

I have lots of learnings to share today and in the coming weeks. Stay tuned...

—marketing notes for next time—

A few weeks ago I taught The Lead Playbook: From Website to Lead Machine masterclass. I previously gave a version of this training to a group of Showit designers and received good feedback, so we launched a public version of it.

I was pumped about the results, which something like this:

436 registrations: Most were probably driven by Showit and 'Davey & Krista.'
130 attendees (29.82% show-up rate): I was hoping for at least 20%.
13 new annual plans (10% purchase rate): Was curious what this would look like since some of the attendees were already BDOW! users; hoping for at least 5%.

Some other notes:

→ There was one bonus, in particular, that I think really moved the needle when it came to getting people to sign-up (our email marketing course) that highlighted how important bonuses are in an offer.

→ I fumbled explaining the offer clearly. We only had slides highlighting the offer during the webinar, but I think it would have been more clear if we created a sales page. We did that afterwards (and it helped with post-webinar promotion), but will include it in the webinar the next time around.

→ Somebody asked me about the most important part of the webinar to have scripted: It's the offer IMO. Plenty of teaching styles work when it comes to teaching a webinar, but there is a tried and true formula for the pitch. Fortunately I had many of the pieces, even if it could be more buttoned up.

→ Hosting the webinar in the Showit designer community was a helpful way to validate the content and feel more confident about launching it publicly. We've hosted another in one since, and we could see what needed to be adjusted before launching it more widely.

→ The plan is to host this webinar live a few times before turning it evergreen.

Speaking of...

—how to create an evergreen funnel—

I also had the opportunity to teach Bonnie Christine's mastermind the more practical steps for creating an evergreen funnel. Since then, I seem to have been asked about evergreen funnels every week.

So, I've put together a quick tutorial video explaining what a simple evergreen funnel could look like and how to build it. Check it out here...

If you’ve ever wanted to see what a real evergreen setup looks like (without 10 tools and 50 automations), this one’s for you.

Could you do me a favor? Hit 'reply' and lemme know if you found it helpful... or comment on the video... or send me direct mail? ANY CHANNEL will do.

—a personal update—

I *was* going to include an update about the imminent release of an exciting new BDOW! feature, but I've already included plenty about BDOW! so I'll save that for next week.

On a sad note, we had to say goodbye to our dog Goose this past week. His sudden decline was jarring for the whole family.

While sad, he's lived with us through multiple moves and significant life events, so it's been sweet to receive notes from friends that mark different seasons of life for us.

His passing has led to lots of reflections, some of which I'll hopefully have time to share on The Ordinary Stuff.