[Case Study] Generating $36,000 in 60 minutes for a Consulting Company
Creating a successful webinar can seem daunting, especially if you're starting from scratch. But today, I'm sharing an inside look at how we built a flagship webinar for my friend and speaking coach, Sam Demma, generating an impressive $36,000 in just 60 minutes—even without an existing audience or paid ads.
Starting From Zero: The Challenge
When I approached Sam, his coaching business was brand new—no email list, no established audience, nothing. The pressure was on to create a webinar that not only delivered immediate results but would also be an asset he could reuse over time. I wanted to build something that could consistently generate revenue, not just sit unused after one launch.
Choosing the Right Webinar Format
After hosting over 5,000 webinars, I've tested virtually every format—launch webinars, masterclasses, Q&As, and more. But for Sam, the clear winner was the Flagship Webinar format:
Repeatable and Evergreen: Build it once, run it multiple times.
Content Repurposing: Break down the webinar into clips for social media and ongoing promotions.
High-Impact Sales Tool: Proven to convert effectively over time.
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Creating a Captivating Introduction
The biggest drop-off in webinar attendance happens within the first five minutes. To address this, your intro must answer three critical audience questions:
Who is this?
Why should I listen to them?
Will it be worth my time?
We crafted an introduction slide for Sam showcasing his credibility (speaking engagements, achievements) and highlighting why attendees should stay tuned. This clear, concise slide immediately engaged his audience.
Action Step: Include a high-impact visual of yourself achieving something your audience desires. Clearly list your credentials and relevant achievements.
Defining a Compelling Core Message
This was the most challenging yet essential part. The core message directly addressed Sam’s audience’s biggest misconception—that fame or extensive experience is needed to book speaking gigs. Our breakthrough statement:
"The secret to booking speaking gigs isn't fame or experience—it's having a strategy and a system."
This message directly dismantled his audience’s primary objections, positioning Sam’s coaching offer as the ideal solution.
Action Step: Identify and clearly articulate the core belief your audience must embrace to see the value in your offer.
Driving Registrations Through Strategic Packaging
With zero registrations two weeks before the webinar, we turned to strategic packaging, which includes:
Attention-Grabbing Headline: "Book More Speaking Gigs at Higher Fees in 2025." This clearly promised two compelling outcomes his audience deeply wanted.
Eye-Catching Visuals: Clean, professional, and intriguing images that created immediate interest.
Exclusive Tangible Takeaways: Offered a valuable bonus (a $7,500 Speaker Sales Blueprint) available exclusively to live attendees, significantly boosting live show-up rates.
Personalized Outreach: Leveraged Sam's existing connections through personalized texts, voice notes, and emails.
This strategy led to 161 registrations and a remarkable 91 attendees live (56% attendance rate).
Executing a Smooth and Effective Close
To avoid awkward selling and maintain authenticity, we adopted a simple philosophy: Explain, don’t sell.
We created structured slides clearly outlining:
Individual program features.
Direct benefits for each feature.
Testimonials tied explicitly to each benefit.
Clearly stated value for each deliverable.
Sam’s relaxed and explanatory style, paired with these structured slides, resulted in a seamless transition into the offer without feeling salesy.
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Maximizing Sales with Strategic Promotions
To ensure immediate action, we used the "4 Ps of Promotion":
Price Reduction: Offered a limited-time discounted price.
Perks & Bonuses: Provided exclusive bonuses for immediate buyers.
Priority Access: Included personal consultations for the first five sign-ups.
Prompt Action: Set a strict 7-day deadline for promotional pricing and bonuses.
This strategic layering compelled immediate action, flooding Sam’s inbox with eager buyers.
The Crucial Follow-Up Campaign
A significant portion (43%) of total webinar revenue was generated through a simple five-email follow-up campaign:
Day 1: Replay & offer summary.
Day 2: Direct sales email with call-to-action.
Day 3: Q&A addressing objections.
Day 4: Detailed value breakdown.
Day 5: Final urgency-driven reminder.
This straightforward follow-up was pivotal, converting attendees who needed more time or clarification before committing.
The Results: A Powerful, Repeatable Revenue Generator
In just 60 minutes, this meticulously planned webinar generated $36,000 in revenue—with no existing list or paid advertising. More importantly, it provided Sam with an evergreen asset capable of consistently generating future sales and leads.
Action Steps to Create Your Flagship Webinar
To replicate Sam's success, follow these key steps:
Clearly define a compelling core message.
Develop strategic webinar packaging.
Structure your offer using clear, benefit-driven slides.
Incorporate promotions strategically.
Implement a robust follow-up email sequence.
Ready to Launch Your Own High-Converting Webinar?
Get exclusive access to all the templates, slides, email sequences, and more by clicking here.
Transform your webinar from a one-time event into a powerful sales asset that continues to generate revenue month after month.