WINNING WEBINAR FRAMEWORKS

PRE-WEBINAR PLANNER
Copyright 2015 The Fletcher Method

A little research goes a long way, and webinars are no exception. Use this Pre-Webinar planner to ensure you have crystal clear
understanding of your audience’s goals frustrations, objections and mindset. This research will greatly increase the conversion
rate of your webinar.
WINNING WEBINARS
Webinar Title: Product Description and Pricing:

FRICTION SOLUTION

What are their fears and frustrations?

How can you quantify the ROI for them (be specific)

What do they need to believe about you?

What do they need to believe about the product?

What do they need to believe about themselves?

What are their top objections:

 WINNING WEBINAR TEMPLATE
Copyright 2015 The Fletcher Method
This is the ultimate framework for an extremely engaging and effective webinar. If you follow this format, expect conversion rates of
up to 10-30% (for live webinars). There are 6 main phases to captivate, educate and motivate your audience take action. Each
bullet represents a “slide” in your webinar (use this along with my done-for-you slide template).
1 Frame
5 Mins
Grab immediate attention with specific currency,
metric and timeline. Show why they should trust you,
why this is different, simple and relevant to them, and
why they should stay until the end!
๏ Promise: measurable outcome
๏ Difference: disrupt conventional thinking
๏ Is this for me?: relevant to them
๏
๏
3 main problems: core struggles
๏
Story: yours or client’s struggle
Discovery: the secret solution you’ve found
๏ Interaction: ask their biggest frustration
๏ Stay: bonus for staying until the end
4 SELL
10 Mins
You need to sell your product. Don’t shy away from this
simple truth. If you’re passionate about the results, it’s
your role to motivate them to make a change!
๏ Product tour: feature and why it matters
๏ Value stack: list the real itemized value
๏ Normal price: show list price (on your site)
๏ Webinar price: should be 30-50% off
๏ Urgency: bonus to buy now (qty. or time)
๏ Call to action: logic and ROI analysis
๏ Guarantee: strong risk reversal policy
๏ Call to action: future pacing vs inaction
2 Teach
30 Mins
This is where you provide value and show
them the three core steps required for
success (what, not how).
๏ Promise: measurable outcome
{
๏ Problems: 3 main obstacles
๏ Transformation: metaphor
๏ Model: show them a framework
3 ๏ Steps: break it down (what not how)
X ๏ Proof: real results (yours or clients)
๏ Decision: the old way or new way?
๏ Ask: what's your #1 takeaway?
EDUCATE
5 Show
5 Mins
Welcome aboard new clients with a bang - show them
the awesomeness that awaits! Show those on the fence
why they shouldn’t miss out.
๏ Welcome: Show them next steps
๏ Congratulate individuals by name
๏ Do a tour of product or process (screen)
๏ Re-sell the value: clear and simple
๏ Speed: show them their first win!
๏ Proof: examples of clients’ results
MOTIVATE!
WINNING WEBINARS
3 Shift
5 Mins
Make a natural transition from teaching to selling
(the webinar shows what to do, your products or
programs show how you can help them get results
in their life or business).
๏ Review: 3 main problems (from > to)
๏ Seed: how will you get these results?
๏ Two options: DIY or with you
๏ Promise: your solution or program
๏ Takeaway - who it’s not for!
๏ Ask - can I show you how I can help?
6 Ask
5 Mins
This is often where you’ll get the most sales.
Restate top objections as questions. Most people
don’t buy because they don’t think it applies to them
or believe they can achieve results.
๏ Objections: relevant to me, achievable
๏ On the fence - address main concerns
๏ Restate offer and risk reversal
๏ Remind them of alternatives
๏ Challenge them to make a change
 WEBINAR SLIDE TEMPLATE
Copyright 2015 The Fletcher Method

Use this “fill in the blank” template to quickly create your Winning Webinar. All you need to do is add compelling
images, customize to match your brand and add your speakers notes. This will save you hours of hard work.
WINNING WEBINARS
 WINNING WEBINAR FUNNEL
Copyright 2015 The Fletcher Method

This proven funnel schematic leverages the 5 “swim lanes” or communication modes to drive prospects through your funnel
with more efficiency and velocity. This approach ensures that your prospects get exposed to the right message in the right
place at the right time. This system is simple to comprehend and launch quickly.
WINNING WEBINARS
3 days 4 days
Ads >

Email >

Pages >

LEAD AA- WEBINAR WEBINAR PRE-WEBINAR LIVE WEBINAR CLOSING ORDER/ LEAD
MAGNET REGISTRATION CONFIRMATION TRAINING WEBINAR REPLAY SEQUENCE FORM

Must solve one Resell value and 5-20 Min. video Best times: Send replay to Multiple
problem of Congratulate add to calendar! to provide 3-5 day “close cart”
M,T,TH both payment
Signature System Welcome Email value sequence - must have close!
10:00AM or attendees and options
Formats: Walk Through confirmation and Should relate to Email program overview
5:00PM (pst) non-attendees Recommend
checklist or cheat the Lead resell benefits, webinar, help Use countdown timer if
Use Winning Include SamCart
sheet Magnet drive to pre- them “hit the possible!
Webinar webinar Testimonials
Use O.P.T.I.N Stretch the webinar training ground Testimonials or case study
Template transcript Remove
Framework Gap! Email: day running” FAQ’s (video preferred)
Test software Remove unnecessary
Landing page Drive to before, morning Provide mind Sample or bonus content
Use good mic player fields
must have webinar of, 1 hour and 15 map, template Use countdown timer if
Always record controls Guarantee
promise and mins before or checklist possible!
webinar… Delay offer Strong
METRIC webinar Create and Retarget closing content via
Automate (button) promise and
Must have Use SMS “open loop” facebook ads
after running payoff
branding, contact reminders *Second PWC 10 webinars
info and privacy whenever (FAQ’s) at 10%
policy possible Drive to share! conversions!

SIGN UP! SHOW UP! PAY UP!

 WEBINAR FUNNEL PLANNER
Copyright 2015 The Fletcher Method

Use this framework to map out your webinar funnel and strategy. Be sure to include urls and/or notes for your funnel’s pages,
email and advertising strategies. Lastly, don’t forget to stay on top of your webinar ROI by adding metrics for each step of your
funnel.
WINNING WEBINARS
SIGN UP! SHOW UP! PAY UP!

LEAD AA- WEBINAR WEBINAR PRE-WEBINAR LIVE WEBINAR CLOSING ORDER/ LEAD
MAGNET REGISTRATION CONFIRMATION TRAINING WEBINAR REPLAY SEQUENCE FORM
PAGES

url
EMAIL
ADS

KNOW YOUR NUMBERS

COST METRIC
VALUE
 WEBINAR METRICS MULTIPLIER
Copyright 2015 The Fletcher Method

This proven funnel schematic leverages the 5 “swim lanes” or communication modes to drive prospects through your funnel
with more efficiency and velocity. This approach ensures that your prospects get exposed to the right message in the right
place at the right time. This system is simple to comprehend and launch quickly.
WINNING WEBINARS
Ad Spend: $1000 Revenue: $4000

GOALS Pageview Lead Registered Attended View Cart Purchase

CTR

Facebook Ad

KEY LEAD MAGNET AA WEBINAR LIVE ORDER/ LEAD ORDER

METRICS OPTIN PAGE (THANK YOU) CONFIRMATION WEBINAR FORM CONFIRMATION

Metric Click Lead Registration Attendee Cart View Customer

Rate N/A 30% 40% 40% N/A 8%

1000 120 48 N/A 4

Volume 300

Cost $1.00 $3.34 $8.34 $20.83 N/A $250

Value $4.00 $13.00 $33.00 $83.00 N/A $1000

$3000
ROI
300%
SIGN UP! SHOW UP! PAY UP!
 WINNING WEBINAR FUNNEL
Copyright 2015 The Fletcher Method

LEAD MAGNET OPTIN

WINNING WEBINARS

Eliminate all distractions and links

Consistant image Clear payoff

It’s important to keep the

“scent of information”
consistent using the same
images, branding (colors
and fonts) and promise as
your ad.

It’s also to provide a clear Actionable CTA

promise and eliminate all
options except the one call-
to-action.

Compliance info
 WINNING WEBINAR FUNNEL
Copyright 2015 The Fletcher Method

LEAD MAGNET OPTIN

WINNING WEBINARS

It’s important to keep the

“scent of information”
consistent using the same
images, branding (colors
and fonts) and promise as Restate promise
your ad.

It’s also to provide a clear

promise and eliminate all
options except the one call-
to-action. Minimum fields

Action verb CTA

 WINNING WEBINAR FUNNEL
Copyright 2015 The Fletcher Method

AUTHORITY AMPLIFIER
WINNING WEBINARS

Restate promise

It’s important to keep the

“scent of information”
consistent using the same
images, branding (colors
and fonts) and promise as
your ad.
A.A. video
It’s also to provide a clear
promise and eliminate all
options except the one call-
to-action.

Webinar opt-in
 WINNING WEBINAR FUNNEL
Copyright 2015 The Fletcher Method

WEBINAR REGISTRATION
WINNING WEBINARS

Strong promise

Above the fold opt-in

Social proof

Connection
Benefits

Scarcity

Second opt-in
 WINNING WEBINAR FUNNEL
Copyright 2015 The Fletcher Method

WEBINAR CONFIRMATION
WINNING WEBINARS

Watch video

Show up video

Event details

Connection

Calendar

Compliance
 WINNING WEBINAR FUNNEL
Copyright 2015 The Fletcher Method

PRE-WEBINAR TRAINING
WINNING WEBINARS

Watch video

Deliver framework

Connection

Download
 WINNING WEBINAR FUNNEL
Copyright 2015 The Fletcher Method

WEBINAR REPLAY
WINNING WEBINARS

Scarcity

No player controls

CTA
 WINNING WEBINAR FUNNEL
Copyright 2015 The Fletcher Method

SHOPPING CART
WINNING WEBINARS
Contact info

Risk reversal

Minimal fields
Benefits

Multiple methods

Proof

Terms/ CTA Trust icons

 5P EMAILFRAMEWORK
5P EMAIL FRAMEWORK

Copyright 2015 The Fletcher Method

Save yourself countless hours of frustration with this extremely effective and proven copy sequence. Address the problems
and pains your clients are experiencing now, and the promise of a better life or business your solution provides. Next, you’ll
demonstrate specific proof (results), foster interaction and make them an “offer they can’t refuse.”
WINNING WEBINARS

PROBLEM PROMISE PROOF PING PROMOTION

MAKE THEM THINK

Describe the pains and
frustrations of their
current situation and the
cost of not taking action.
Reveal what life will be
like once they utilize your
Transformation
Framework (Point B):
desires and aspirations.
Real story of yourself or
your clients with specific
and tangible results.
Make it real!
Create an interactive Foster a sense of urgency
discussion by requesting and fear of loss by
feedback or asking a compelling them to act now.
question. Make a personal challenge
to them!

MAKE THEM FEEL

Empathy: “that’s me” Sigh of relief Trust 1:1 personal Fear of loss
Increased need to Clear path to their goals Social proof communication Urgency
change Confidence Authority Opinion matters Risk reversal
Community “Not too difficult” Reciprocity Scarcity

MAKE THEM ACT

What should they click, watch, share, download, call, purchase? And WHY SHOULD THEY?
 WINNING WEBINAR FUNNEL
Copyright 2015 The Fletcher Method

EMAIL ANATOMY
WINNING WEBINARS
 RETARGETING ROADMAP
RETARGETING ROADMAP
Copyright 2015 The Fletcher Method

This goal of this framework is to get you up and running quickly with retargeting so you can achieve “micro-celebrity” status
within your target market. By applying this strategy you’ll launch the consistent messaging and branding required to quickly
become the clear authority in your niche. This will accelerate sales and increase ROI.

TRACKING CONVERSION KEY

RETARGETING SEGMENTED EFFECTIVE
CODE GOALS METRICS
LISTS CAMPAIGNS ADS

Run campaigns based Create at least two ads Use your Campaign
Place simple Set up goals for each Create lists of
on a single goal and for each campaign Dashboard to measure
Javascript snippet on URL in your funnel that segments for user
platform: “Facebook and split test for key metrics including
your website or signifies completion of groups within a
newsfeed webinar performance. Be sure impressions, view-
landing pages. This a desired outcome defined stage of your
registrations”, “Google to use consistent through-conversions
will “cookie” all (thank you page after funnel: “people who
display lead magnet branding and (VTC), click-through
visitors to your site download, lead form opted in for lead
optins…” messaging with a conversions (CTC)
for retargeting or product purchase). magnet but didn’t
strong call to action
register for
webinar…”

Be sure to include Be sure to use the Create a retargeting Be sure to include only CLICK HERE for Troubleshoot or
code on all landing wildcats “*” asterisk list for every url in the specific retargeting Facebook and eliminate poor
pages (Leadpages, at the end of goal your funnel. lists (prospects) in each display ad specs. performing campaign
Clickfunnels, etc.) URLs Use clear naming phase of your sales Use Photoshop and ads
For WordPress Add an estimated for your lists funnel Elements of Block under-performing
sites, use the revenue value for “Visited lead Use at least 2 ads for fiverr.com to create (websites)
“header and footer” each conversion magnet option each campaign ads Place greater value on
plugin goal page” Start with a low budget Facebook ad ideas “clicks” vs. “views”
Display ad ideas