I'm running the same webinar every week for 25 weeks. Same offer. Same price. Paid ads driving registrations the whole way. Every week I publish what actually happened. Ad spend, cost per lead, how many registered, how many showed, how many bought. The weeks that worked and the weeks that didn't. No polished case study at the end - just the receipts as I go.
the emotional rollercoaster of these webinars 🥺
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Hey Reader, Here's a quick review of the facts from webinar #3:
If you're new, catch up on my 25-webinars-in-a-row story HERE. Here's a (transcribed and cleaned up) voice message I sent to my husband a couple hours later: I was working through my feelings a little, asking myself: what's the most uncomfortable thing about the results I have?
And it's that I have so few leads. Is this really a leads problem? Do I just need to spend more and have some hope? Or do I need to lose a little money on this, knowing that I'm building up the leads and building up the client base?
I'm getting all these people on my list. And I realized another positive: even if they don't buy, those 25-ish people who come every time - that's 25 people a week that I'm nurturing. I may be selling to them, but I'm also teaching. I'm sharing my story. I'm providing real value. That's nurturing too.
So even if I spent $4,000 to make $3,000 - okay, I'm spending $1,000 extra a week. That's not what happened this time, but I'm thinking: what if I basically double my spend and only get a couple of sales a week? Maybe it's still worth it to lose a little money on these in the long run, especially if later I'm doing a $15k offer.
I didn't end up doubling my spend for the next webinar. In fact I made no changes except for one: I practiced for a good hour before going live. AND I MADE NO LIVE SALES AGAIN. What the actual motherfucking fuck?????? $2,138 spent. 129 registrants. 26 people live. No sales. 😫But WAIT! 30 mins later I get the Slack notification - someone bought! And then another person bought 5 hours later! (We had sent out the replay at that point.) Officially profitable! . . . and that was it for the week. I was soooooo confused and also completely relieved. "Something is working!" That's when I said, "OK, we're raising the spend. Let's get more data about my conversion rate instead of doing this Will I get a single sale from such a small number of people? bullshit." The morning of webinar #5, I went to work on my slides. I added or changed a number of things, especially in the storytelling moments of the webinar. I also did a quick manifestation exercise in the mirror right before I started! I took myself an hour forward in time and imagined the results I wanted to have (4 sales was my goal). I told myself exactly how great it felt to have those results, how much fun I had delivering the webinar, and how easy it felt. Here are the stats:
Reader, I can't even describe the joy. "I've figured this out! This can actually work for ME, too!" And when 2 more sales came in from the replay emails? Cloud freakin' 9. Talk more soon, Claire |
Claire Pelletreau
I'm running the same webinar every week for 25 weeks. Same offer. Same price. Paid ads driving registrations the whole way. Every week I publish what actually happened. Ad spend, cost per lead, how many registered, how many showed, how many bought. The weeks that worked and the weeks that didn't. No polished case study at the end - just the receipts as I go.
If you haven't been following my story of 25 webinars in a row, you can catch up here. Last week I shared how my own ads stopped tracking correctly (a.k.a. I messed something up) and my cost-per-webinar sign-up went from $18 → $27! 🫣 My ROI that week was in the red by about $250. Despite that result, I didn't lower my spend or change anything about my webinar deck - I knew I needed more data about whether these more expensive leads were actually better quality. So here are the stats for...
If you haven't been following my story of 25 webinars in a row, you can catch up here. On webinar #9, I hit a sales record of 9 live sales! The post-webinar replay sequence brought in another sale, AND we got our first refund request that week. (Totally normal, and I can honestly say it didn't bother me.) One change I made to the webinar for the following week: Based on answers we got to a "why didn't you buy" email campaign, I tweaked the content a bit. Here's some feedback I got from that...
Previously on The 25-Webinars-In-A-Row Story, you heard all about how I cleaned up my pitch and make 4 live sales! (Compared to how earlier webinars had gone, this was pretty great. All the details about those results can be found here.) On the morning of Monday, August 3, I started to prepare for webinar #9. But something wasn't right . . . All of a sudden, I couldn't get my slides to load. Or the Ads Manager! The minor Internet problems we'd dealt with over the weekend suddenly turned into...