How to create a $6 million webinar (email scripts, slides and templates)

Bryan Harris —  Bryan Harris /

You walk up to a fruit stand. Two people are selling apples.

Booth A has a basket of 5 apples and it costs $5.

Booth B has a basket of 3 apples and it costs $5.

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Which one would you buy?

..

.

The last two weeks we’ve done an exhaustive review of two different email services, ConvertKit and Drip. But something interesting caught my eye about those two services and I want to pause our review series to share it today.

Drip has more features than ConvertKit.

But they cost practically the same.

If a product has better features and nearly identical pricing as a competitor, it seems like a foregone conclusion that everyone would buy the one with better features.

If that’s the case, then why has ConvertKit grown at an average of 25%+ per month for the last 24 months (source).

 

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What gives? Why are more people buying ConvertKit?

In this week’s article you’ll find out the answer to that question. You’ll get a behind-the-scenes look at the lethal marketing strategy that has fueled ConvertKit’s success.

That strategy has been the #1 factor in revenue growing from a few thousand dollars a month…

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…to over $6,000,000 in annual recurring revenue.

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The 3 factors that have caused more people to buy ConvertKit

In my assessment, there are three primary factors in ConvertKit’s growth.

Factor #1: More Precise Target Market

ConvertKit is hyper-targeted on one specific demographic: professional bloggers. Drip is not focused on one specific market. From the start they have tried to sell to 4 different types of businesses.

1 focus vs 4 focuses.

1 focus wins almost every time.

ConvertKit…

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Drip…

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This has been a big deal for ConvertKit’s early growth.

It allowed them to stay hyper-focused in their marketing and feature set, while Drip tries to attract several different types of customers.

Factor #2: Simplicity of Feature Set

ConvertKit’s most talked-about feature, based on the 100+ survey results we collected, was the simplicity of using the software. Drip is a very powerful piece of software, but if on a scale of 1 to 10 ConvertKit is a 8/10 in simplicity, then Drip is a 5/10 in simplicity.

Drip is just harder to use for certain demographics.

This UX simplicity was intentional by ConvertKit. Many people in their target demo were frustrated by complicated tools like MailChimp and Infusionsoft, and ConvertKit solved that problem by keeping their app clutter-free and easy to use.

See the Drip and ConverKit tear downs for examples of this.

Factor #3. Focused Marketing Strategy

The third, and I think the biggest, factor in ConvertKit outpacing Drip in growth despite a smaller feature set and similar price is their marketing strategy.

And that’s what I want to spend our time on today.

ConvertKit found one marketing strategy that worked and they did it over and over and over again.

110 times.

That strategy = partner webinars.

Feature Download: Download 4 email outreach scripts to book your first Partner Webinar and our entire pre- and post-webinar email sequence. Use these to host your first partner webinar. Download Here.

What is a Partner Webinar and How Does It Work?

Before we jump into the details, let’s go over what a partner webinar is and how it works.

This is the basic gist…

1. Find someone with an audience of people who might buy your product.

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2. Ask them to do a webinar with you.

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3. On the webinar, teach stuff related to the topic of your product.

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4. At the end of the webinar pitch your product

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5. Split the profits with your partner.

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It’s simple and works like a champ.

You don’t have to have an email list and you don’t have to be a big name. All you have to do is find someone with a relevant audience and ask them to partner with you. (Don’t worry, I’ll show you how in a second.)

Follow These 5 Steps to Host Your First Partner Webinar

There are 5 steps you need to follow to host a partner webinar.

Step #1: Find a partner.

Step #2: Pitch and book the partner.

Step #3: Create the offer you’ll sell on the webinar.

Step #4: Create and host the webinar.

Step #5: Send out a few emails so people show up and buy your stuff.

Let’s tackle these in order….

Step #1: How to Find a Partner For Your Webinar

The first step to hosting a partner webinar is finding a partner.

Here are the 3 action items to helping you find a partner.

Action Item #1: Start with your personal relationships.

The best place to start finding people to host partner webinars with is to look at your current relationships.

Who do you already know?

Who have you had contact with via email, phone, LinkedIn, or Facebook that you could ask to partner with you?

Who are the people who have linked to your site or mentioned you on social media?

Who are the people who have replied to your emails or complimented your work?

List the individuals who you already have personal relationships with who could be potential partners.

Action Item #2: Search through your current customers.

When ConvertKit started using partner webinars to grow their email list and user base, they started with their current customers. They looked to the people who were already using their product and who had a significant number (1,000+)  of subscribers.

If you already have a product, service, or email list that has some influencers subscribed, this is a great place to start when trying to find partners for your webinar.

List the individuals who have purchased your products or services who could be potential partners.

Action Item #3: Search Google and BuzzSumo and reach out to key influencers.

You may already have a list of people who are influencers in your niche, but who do not sell the exact same product or service as you. If not, it’s time to make that list.

The best way to do this is to search for bloggers, course creators, and influencers who have a market similar to yours.

For instance, say you sell an online course about yoga.

You could reach out to people who talk about general wellness, nutrition, another form of exercise, diet, etc.

You have the same niche, but different offerings: This is a great potential partner.

To find the people who have a large influence, one good place to look is BuzzSumo.

Experiment with typing in a few different subjects that your niche may also be interested in.

For instance, if I type “healthy dinners” into BuzzSumo…

BuzzSumo Find the Most Shared Content and Key Influencers 1 1024x378

I get these results…

results

List the individuals who you identify as influencers from your research.

Step #2: Pitch and Book Your Partner

Once you have your list of potential partners, you need to pitch them on partnering with you.

Here are two examples of how ConvertKit pitched potential partners.

Example #1:

Example #2:

Once you receive interest back from a potential partner, the next step is to get on a call with them to go over the details and finalize the promotion itself.

Here are the 3 major things you are looking to lock down on that call…

  1. The date and time of the webinar
  2. The contributing item that the partner will add to the pitch (usually an info product of some sort)
  3. The promotion plan for the partner (email + social + ppc sequences)

And these are the 3 major things you want to make sure they know about the promo.

  1. What the offer on the webinar will be
  2. What the educational content on the webinar will be
  3. How commissions are structured and will be paid out.

Side note: Be sure to download our 4 Partner Webinar Pitch Scripts that you can copy and paste and use to book your first partner webinar. Download here.

Step #3: Create the Offer You’ll Sell on the Webinar

The next step in hosting your partner webinar is creating the offer that you will pitch to your webinar attendees.

Here are the 3 basic parts:

Part #1: Your product offer

Part #2: Partner bonus Item

Part #3: Live bonus for buying on the webinar

ConvertKit’s offer is one of the most unique that I have found.

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Most webinars work like this:

1. Pay $X for the core product

2. Get Bonus #1

3. Get Bonus #2

4. Get Bonus #3

ConvertKit’s offer works fundamentally differently.

1. Pay nothing

2. Get 30 days of our service
3. Get Bonus #1

4. Get Bonus #2

5. Get Bonus #3

6. After 30 days, pay $29+ per month

The big difference is that there is no cost to get the webinar bundle. This produces extremely high sign-up rates on their webinars and gets people using the product.

According to self-reported numbers from ConvertKit, as many as 70% of live attendees sign up for this offer, and 60% of those users become paying customers.

Here are a few more offer slides from various webinars to give you other ideas for what your bundle could look like.

Dr Axe:

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ClickFunnels:

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LeadPages:

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Michael Hyatt:

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Mariah Coz:

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Step #4: Create and Host the Webinar

The next major component is to create and host the actual webinar.

It’s easy to get bogged down in creating your webinar. Here is the framework that we use to put together our webinars.

Our webinar framework:

  1. Title slide (< 2 minutes)
  2. Introduction section (15 minutes)
    1. Introduce yourself (< 60 seconds)
    2. Introduce your big promise (1 minute)
    3. Housekeeping (< 3 minutes)
    4. Debunk the old framework (5 minutes)
    5. Introduce the new framework (5 minutes)
  3. Training section (15-30 minutes)
    1. Introduce training (1 minute)
    2. Tip #1 (5-10 minutes)
    3. Tip #2 (5-10 minutes)
    4. Tip #3 (5-10 minutes)
  4. Pitch section (20-30 minutes)
    1. Two options for moving forward (3 minutes)
    2. Introduce the product/service idea (5-10 minutes)
    3. Show the product/service idea (5-10 minutes)
    4. Show them the webinar deal (5-10 minutes)
  5. Closure (< 3 minutes)

Here is an example of this framework in action from a recent webinar:

ConvertKit uses a similar framework for their webinar.

Here is a webinar ConvertKit did a few months back:

Step #5: Send Out a Few Emails So People Show Up and Buy

The last major component to ConvertKit’s success with partner webinars is their email sequence.

There are two major phases to a good webinar email sequence…

Phase #1: Emails that get people to show up to the webinar

Phase #2: Emails that get people to buy after the webinar

Here is what those sequences look like at a high level…

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The primary purpose of Phase #1 emails is to get people to attend the webinar. Remind them until it feels like you are bugging them or they will forget and not show up.

ConvertKit sends 3 emails the day of the webinar. We do the same.

Here is their 15-minutes-before email:

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The primary purpose of Phase #2 emails is to get the people who didn’t watch the webinar to watch AND to get them to buy the offer.

Here is their replay email:

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You can download a copy of all 7 webinar emails + a few bonus emails we use in our sequences by clicking here.

How to 2x your revenue in the next 30 days?

 

The partner webinar campaign that I just described is what ConvertKit has used to grow their business. It’s also one of the most effective sales and list building strategies that we’ve used at Videofruit.

Just this year we’ve hosted 3 partner webinars that have generated 4,500 new emails subscribers and $65,000 in sales.

What does that mean for you?

We just released the Partner Webinar Campaign in Slingshot.

The Partner Webinar Campaign will help you execute every step of the process we outlined in this post and will also give you tons of examples, swipe files and templates you need.

So, if you feel overwhelmed and not sure what to do next, your next step should be to grab a Slingshot Annual plan and follow the road map we lay out for you.

Note: In an earlier version of this article we inaccurately stated that Drip.co had a 10% growth rate over the past 24 months.
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  • Cool strategy, Bryan. Just what I needed to plan out my first webinar!

  • The timing of this is perfect! As always Bryan you over deliver!

    • Thanks Nyle 🙂

      When are you doing your next/first webinar?

      • Well, now you ask, I’m more accountble on giving it a date 😂. I’ll make this happen on Thursday just a Facebook live one using OBS so it would feel a bit more like a real webinar.

  • Celeste Jensen

    Awesome post as always! Thank you for giving is so much amazing info. Which webinar service do you recommend for a small business, just starting out, with a small lost and low budget? I think convert kit used wedinar jam.

    • Google Hangouts + Chatroll works fine and costs almost nothing.

    • Marri Deja

      I recomended for first webinar youtube live

    • I’m going to use OBS and have it as a Facebook live.

  • This is amazingly helpful, thank you! Any advice on how to start finding complementary industries/influencers? I’ve got a course on building your own amazing Squarespace site but have come up surprisingly short on who would make good potential partners for this (is it obvious to everyone else but me?). Thanks!

  • Rick Lopez

    Awesome deconstruction of ConvertKit’s process! But way too much to digest Brian. The phrase “The devil is in the detail,” comes to mind. The problem is I really don’t like the devil but do like recurring income. Doh.
    Based on the lessons above, (I can’t resist this) I have a product I’m selling Brian so when do you want to partner up?! ☺️
    Great job on this and your other product reviews!

    • Start with the next step. Focus on it. Then worry about the next thing <— best way to beat overwhelm.

  • Kari Price

    Bryan I am just finishing testing my online course. The timing of this could not have been more perfect. The stress of planning my partner webinars is GONE! Stay tuned once I partner!

    • Awesome! What’s the name of your course?

      • Kari Price

        Wow Bryan thanks for asking! it is called the Art of Being a BOSS – a course for entrepreneurs to learn in 8 steps how to manage people -as so many start something because they have a passion for it or find they are good at /there’s a market for it …and then then have to hire more people and …..now what!!?Ack! how do I get people s committed as I am?!?! so far my beta testers say it’s great. But the irony is “I “was losing sleep on ‘how to’ do the partner webinar – this means I might sleep now! Seriously this timing is perfect for me.

    • muhamad hasbi Assidiq
  • Bryan, just wanted to let you know that I’ve made it a point to shift from a content-consuming Bryan Harris/Videofruit/SlingShot fan to an action-taking Bryan Harris/Videofruit/SlingShot fan over the past few months and it has been a game changer for me. Thanks, brother, for all you do!

  • Hey Bryan, I feel that “Factor #1: More Precise Target Market” could be one of the most important factors. I have a b2b saas product and it’s hard to “niche” down. My product can help any local business. But is that too broad? Should I be going after restaurants or spas like they went after just bloggers?

    Doing my 2nd webinar of the year next week! Practice makes perfect (I think! :)).

    Thanks!
    Steve

    • Depends. What’s the product?

      • Hey! Product is to help local businesses generate feedback and more online reviews on sites like yelp, google, FB, citysearch… I have users that are plumbers, dentists, restaurants, yoga studios and those type of businesses.

        Thanks for the help. 🙂

        • jaredkimball

          Stephen, with review software you could serve multiple niches in the local business market. However, your ability and the cost to connect with each type of business grows as you expand into those niches.

          I know of a guy who owns hotel review software and because he soley focuses on hotels his ability to connect with those hotel owners through his marketing is much more affordable and he’s able to convert them into customers because his software solves their problems.

          It’s also cheaper for him to target hotel owners through Facebook ads, Google search and etc. because he has a deeper understanding of the market and knows their hot buttons.

          Take Convertkit for example, they used to target authors in the past, but soon discovered that bloggers were attracted to their software so they revamped their messaging and started serving them.

          In the future they could expand their marketing message out to professional photo bloggers, professional video bloggers, and etc. They found a large market and are honing their focus, time and resources on that market.

          Drip on the other hand is mimicking companies like ActiveCampaign, Infusionsoft and Ontraport who are trying to serve all small businesses.

          Infusionsoft has raised over 100 million in VC funds because thats the type of cash you need to “create a market”. If you go back 10 years ago there was only email marketing for small businesses. There was no such thing as marketing automation for small businesses.

          Who are your best customers? Convertkit discovered that their best customers were bloggers and started to serve them.

          • Jared thanks so much! I feel your advice is spot on. I have some large competitors with millions in raised capital so really can’t compete with them. But where I can compete is that I can be the expert for one market kind of like your friend that works with just hotels.

            I’ve been kind of flying blind going after everyone but I’m going to test with FB ads the same offer (software setup with coaching) to a few different niches. See which one takes to it the best. Then from there on, I’ll jump in completely to that niche and just go for it.

            Thanks again! I really appreciate the reply.

          • jaredkimball

            Glad to help. If you can share your results. I’m sure others would like to learn from your experience.

  • Wendy Nicole Anderson

    You always know how to keep me focused. This is right on time. And I already have slingshot and love it

  • The problem is I really don’t like the devil but do like recurring income.

  • Blake

    There is something sexy about a vertical market approach vs a horizontal one, and by your analysis of these two companies we can clearly see which market yield a substantial advantage in terms of land grab. Great Post, Bryan, I really enjoyed reading it.

  • I get it, but to be honest only newbies or idiots waste time with webinars. Webinars = 50 minutes of crap that contains 2 minutes of information you can find everywhere. And the rest is sale pitch. Cha ching

    • I suppose it’s easier to make broad generalizations and be a pessimist than it is to execute with excellence.

  • Damian Noud

    Bryan, you have rocked it again. Awesome article! Thanks for the deep dive into this.

  • now what!!?Ack! how do I get people s committed as I am?

  • Dominik All-in Harman

    Bryan, is the post-webinar sequence the same all the time? If so, does ConvertKit do a partner webinar w/ leadPages on a regular basis so that they can promote it all the time in their post-webinar sequences? Or was it simply emails that you received? Thanks!

    Also, any idea how do they manage pre-webinar sequences inside CK since there is no “send X hours before *date*” option?

  • Sam Helena Jaffray

    you have just rocked my world

  • thanks bro great

  • this is awesome. our webinar emails already do ok but this is going to help us tweak them and take it to the next level. Thanks!