How to run a webinar that sells your coaching program

My first webinars made zero sales.

So I called every person who attended and asked why they did not buy. The answers hurt: low energy, and no confidence when I made the offer.

I changed one thing after every webinar for my first 50. Today, 13 to 17 percent of the people who attend my webinars buy. Once, it reached 31 percent.

Here is what I learned, in the simplest form I can give you.

We are not in a coaching business. We are in a presentation business.

Webinar, workshop, challenge or bootcamp?

These words sound different, but at the end of the day, each one is a presentation. The main difference is length and what you can sell at the end.

The 8-part webinar formula

1. The hook

Promise one clear result in one line. My own hook is: "How coaches are getting their first 100 clients without paid ads, and how AI makes it 10x faster."

2. Your origin story

Share where you started and what changed. Make it "me to you", not "me, me, me". The audience should see their own struggle in your story.

3. The problem

Name the problem they feel every day, in their words. When they think "that is exactly me", they lean in.

4. Three teachings, each breaking one false belief

This is the heart of the webinar. Do not teach everything you know. Teach three ideas, and let each one break one belief that stops people from buying. For example: "I need a big following", "I need a perfect offer first", or "selling feels pushy".

5. Proof

Show real results from real clients. No clients yet? Borrow belief: results from your mentors, your training, or people who used the same method.

6. The transition

This is where most webinars fail. The jump from teaching to offering is too big, so people feel sold to. Make it a small step: "You have seen what is possible. Here is how I can help you do it faster."

7. The offer, price and objections

Explain what they get and what it costs. Use your bonuses to remove objections, not to look generous. If people worry about time, a bonus that saves time beats a bonus that adds more content.

8. One clear next step

Tell people exactly what to do now, and give an honest reason to do it today. I do not use countdown timers. I always give a real reason why now.

Each webinar is a belief transfer. Not a knowledge dump.

What if only 5 people show up?

Run it anyway. Five people is five chances to get better at presenting and selling. My first workshops were tiny too.

Aim for 50 webinars. You will not be great at number 1. By number 50, you will be a different presenter.

How often should you run webinars?

Consistency matters more than size. I run three a week, on Wednesday, Friday and Sunday at 11 AM. You can start with one a week, at the same day and time, so people know when to find you.

Try this today

Pick a date for your first (or next) webinar within the next 10 days. Write your hook in one line. Then write down the three false beliefs your audience has, one for each teaching.

And if you want to watch how I present live, join my free workshop.