Over the last 12 months, I’ve seen a huge shift in what is working for our paid advertising campaigns at my agency. And the end result is that we’re not really running webinars anymore at all. And so what I wanna share with you in this video is why that’s happened. What’s happened, why that’s happened, and what we’re doing instead. And that way you can be on top of it because I don’t wanna say that webinars don’t work or that you should never use them. That’s not what I’m saying at all, but what I am saying is what we’ve seen work from a paid advertising perspective has dramatically changed and it’s changed very quickly. And so I wanna share with you what’s going on and why that’s happened. And what you can do to kind of be on top of what’s going on.
So really quick, if you don’t know me already, my name is Brice and I run an advertising agency where we work with online businesses that sell digital courses, high-ticket products, and all of that stuff. We handle a lot of their customer acquisition for them. So everything I’m sharing with you on this channel is just stuff that I’ve seen at my agency, working with clients. I’ve been doing this for the last seven years now. So lots of experience in this space, you’re just working with a lot of these types of businesses. And again, I’m just kinda sharing what I’ve seen work here on this channel. So let’s get into it and like what happened with webinars and why are we not running them anymore? And actually, if you’ve been watching my channel at all, you’ve seen some other videos. You’ve seen a bunch of videos that I’ve posted here about webinars because webinars worked extremely well for us for a really long time.
So I would say that two years ago, 90% of our clients were running an automated evergreen webinar for $997. You know, a course that sold anywhere for like $500 to $2,000 was probably the price range that we ran in. And that was like 90% of the campaigns that we ran for years. And it’s been really surprising and like a really dramatically quick change to see that a lot of those campaigns have just stopped working and we don’t run any of those right now at the agency. And I’ll share with you exactly what we’re doing here. 1. Everything I’m sharing with you here is like one of my experiences with the agency. 2. I just have a lot of friends in this space cuz I’ve been in it for a while. 3. I’m a part of some pretty good masterminds where a lot of people are also doing similar things.
And so this has been my experience at the agency and also across the board with everyone that I speak with, which is the pretty traditional webinar that was working right. Which was like having an evergreen webinar, meaning it’s available all the time. It’s either on demand or the next one starts in 15 minutes or chooses your time. There are a few times over the next couple of days or whatever it is. A lot of people were running those straight, to some kind of like 60 to 90-minute presentation, and that was like your pretty webinar, your standard webinar stuff. There were lots of different styles, probably the most popular one that just blew up the internet was the Russell Brunson expert secret style webinar. And then that was going to a sales page where people could just check out and buy a $500 or $2,000 product.
And again, that crushed for a really long time. We had campaigns that were doing like $300K-400K a month in sales from that type of webinar at one point. It was nuts. A lot of those businesses have just stopped running those types of webinars. And one little side note, check the time for when you’re watching this video because one of the challenges, being online in general is… we make content, it goes out and that’s kind of the best information that we have at the time, but then these things change really quickly. So if you’re reading some old articles that are telling you that webinars are crushing, you gotta start your own webinar. You just picked up expert secrets for the first time, and this is the new info for you.
Depending on the market that you’re in, that might not be the most recent relevant information. What I’m sharing with you here is just what I know right now as of the time of this recording, based on everything that I’m looking at, with our accounts and with our clients, and in this space. But basically, here’s what I suspect happened with this type of funnel. I think the internet just got smashed with this type of funnel. So there was a time when getting a webinar set up and all of these things was not easy, right? You needed to have developers and tech skills. You needed to be really good at setting these kinds of things up. So they were much less of them. And so running a webinar, running ads to a webinar was just not as common.
And then platforms like ClickFunnels came out, books like expert secrets came out, all of these webinars, experts, and gurus came out and they started teaching everybody how to do this stuff. And it just smashed the internet with these types of offers. And so if you were ever in the making money online, trying to start an online business, being a coach, a consultant, a service provider, learning a new skill, anything like that, you’ve seen these types of webinars and everyone’s gotten had the experience of like showing up to this webinar where you’re promised the four steps to whatever. And it’s like a story and a pitch Fest and you actually learn nothing. And then they just try to sell you something at the end. And even the big book that came out was trying to teach everyone how to run webinars. Literally told you like, Hey, don’t teach people stuff on the webinar, teach them things, but don’t tell them how to do stuff.
Teach them ideas and blah, blah, blah, whatever. So we all got tired of it and we all got smashed with it. And so I think depending on what market you’re in, most people have just been inundated with these types of funnels. And for that reason, I think they’ve stopped becoming very effective. If you’re one of the first people who had one of these styles of funnels in a particular market, you probably did really well. I mean, we had clients that were doing like $200,000-300,000 a month in sales from these webinars. I had friends that were doing like $200,000 a month in sales from these webinars. The numbers that they were putting out were really, really impressive. But again, very quickly, 15 other people showed up doing a very similar webinar…. and I think people just got inundated with these types of things.
And so what happened is like show up rates got less, it got really expensive to get people to show up to these things. Advertising costs went up, cause a lot of people started advertising. And so they just became way, way less effective. And what that looked like for us was, you know, we had clients where we had a thousand dollars product and we were paying 300 bucks to get a customer. And then eventually we were paying 400 bucks to get a customer. And then eventually we were paying 600 bucks to get a customer. And then eventually we were paying 650 bucks to get a customer. So we had to raise the price of the course. And then what happened is we started paying 800 bucks to get a $1,500 customer. And the CPA just kept going up and we just kept trying to chase it.
If you are super great with webinars or you’re such a great pitcher, you’re so experienced with this, especially if you’re not going cold traffic, you’ve got a warm audience and all of this stuff, all of these things might be different, right? But this, from my experience, what I saw was a lot of people who weren’t experts at webinars who were able to get these things set up and start to get them working. Once the competition just got higher and higher and people became less inclined to show up to these things, show-up rates just went down, and conversion rates went down the cost. Acquiring customers just went skyrocketing up and they just became less and less profitable. Another really good friend of mine in this market who had a really solid make-money online offer for a few years was crushing it with a webinar.
They’re like super marketing, sappy people. So, they test everything, webinar sales pages, the split test, all of the things. And they just hit a point in their business where they just couldn’t get people to convert from a webinar to a sales page, no matter how hard they tried. And at one point they were doing over $200,000 a month with the same funnel and it just stopped working. So they had to find a different way to do it, and that’s what a lot of my clients had to do as well. We had to find a different way to still get new customers coming in through paid ads with this webinar funnel was just saturated and no longer working, which leads me to what has been working are still doing video style and presentation funnels. But what I see a lot of people doing is they’re on demand.
So people are moving away from a lot of the gimmicky. Like Hey, the next one’s available in 15 minutes. No one’s faking it to be live anymore. It’s just like an opt-in, go watch a video presentation right now. I’ve seen some companies that do like 24-hour access. So they do restrict access to people. But a lot of people, it’s just like a normal opt-in, and then you get to watch a video, and then that video presentation is dramatically shorter. So we’re talking about presentations that used to be 60 to 90 minutes. I’m now seeing presentations that we’re running where that are anywhere from like 10 to 20 minutes, maybe 30 minutes max. And so that full-blown webinar has now become like a tightly compressed VSL. And there are a lot of really smart people teaching how to do these online.
I think the first time I heard about this was from Joel Erway and his mini webinar format. Another guy that I’ve been learning from about how they’re doing this right now is Cold Gordon and his team because they’ve really compressed their VSLs. Their video sales letter is down to 9-10 minutes. I think the shortest one we’re running right now is a 13-minute VSL, they’re short, compact, and compressed. And the reason why is that if you’re in like a B2B space, you have to make money through online offers. You’re dealing with anyone that has any level of sophistication. People just want you to cut the chase, just get straight to the point. And that’s working well. Now, if someone just watched a 13-minute video presentation, they’re probably not gonna go to sales pages, pay 2000 bucks.
So where do these VSLs lead to our sales teams? So once somebody opts in, and goes through the VSL, then they’re booking on the sales team. And that’s where I see a huge shift has been going to is a lot of the companies that we work with. And a lot of my friends in the space have gone from running evergreen webinars to now building sales teams. And then they just have VSL call funnels that are running people to the sales team. And that’s what’s been really effective and that’s what’s working really well. What I actually really like about these and one of the big advantages that I’ve seen with this is like, that these VSLs are way easier to create and to test so you can iterate much quicker because if you’ve ever done a webinar or you’re familiar with that style of getting those things done if you’ve never done one before, it can take a lot of work to get a 60 or 90-minute webinar done and done correctly.
And one of the challenges that a lot of people ran into was, you know, you do a 60-minute webinar, you do the whole thing and you either get people that buy or they don’t, but then you’re not really sure was it the webinar? Was it the follow-up? You can kind of see where people fell off in the webinar, but you’re not really getting the greatest feedback. And so what a lot of people resort to is just doing a live webinar a bunch of times, and then trying to get feedback and improve before they set it evergreen. Now with these VSLs, what you can do is you can shoot a short VSL, 10, 15 minutes, and then what you’re doing is you’re getting people. Hey, jump on a call with us, and let’s talk about this opportunity on that call.
You’re getting so much valuable information about what was it that this person had heard that stood out to them. What are their objections? What questions do they still have about all of these things? And then you can use that to go iterate and build the next one, which it’s only 10 or 15 minutes long. So it’s only gonna take you a little bit of time to actually record and edit a new VSL versus doing a full-blown webinar. There are also a lot of other really good pros when it comes to selling through a sales team. Because if you are getting someone on the phone, you are now able to adjust your pitch based on what they need. You can also, again, get a lot of feedback about what stood out to them. What type of person is the one that is actually booking calls?
What did they hear that made them interested in booking a call with you guys? And then what are their objections and the questions that they still have before moving forward so that you can build all of that into your fronted marketing and your follow-up. You also have more control over the follow-up because you know who to follow up with and who was so interested that they actually booked a call and you know exactly why they didn’t wanna move forward. The last one is, that you can actually have a lot more control with a lot of people using outbound setters in this process. So now when someone opts into a VSL, you get their phone number and email, and then you can actually just reach out to them because you’ve got now a human-powered sales team and you’ve already got that built out.
So part of that process can just be reaching out to people who have signed up for this VSL and just seeing if they’re a good fit and seeing if you can just move them towards a sales call with the sales team, whether they consumed all of the VSL or not. So in the end, I’m seeing this being really effective for the teams that we’re working with. And again, we’ve got clients that are doing six figures a month who are now using this same process where it’s like opt-in short BSL sales team is actually closing high ticket sales and we’re closing like 3K sales all the way up to 7K sales, just straight up with paid traffic and this type of funnel. So I think there are a lot of pros to moving into this type of model, especially if you’re trying to get started with an online business.
I think just going VSL call funnel to a high ticket sale is a really great way to do it. So there are definitely some cons if you’re the type of person who is hoping to set something up and just make internet money and get sales rolling in like that’s become much more challenging. But I think the biggest reason for that is that the market has just become very saturated with opportunities. And people are just not really forking out their credit cards for these large purchases anymore because if you’re getting started in the online services coaching space, you’re definitely not the first one anymore. That ship has sailed. Now you’re dealing with a very sophisticated market. Another thing too, that I think is just like one of the big lessons here, and this is something I’ve seen after doing this for many years is that this happens all the time with everything in marketing, if something comes out, it’s super hot for a while.
The people that jump on it first, typically have the best results with it, and then marketers just come in and saturate a ton of it. And so what’s working moves very quickly. And it seems to be moving quickly these days around, when a trend takes off or something really starts working, everybody’s gonna jump on it. Everyone’s gonna smash the gas pedal as much as they can. And the market gonna extract as much as they can out of it until it stops working. And then they’ll move to the next thing because there’s always the next thing. Right? And I think if you’re newer at this if you’re trying to figure this stuff out, it’s really advantageous to figure out how to stay on top of what’s really working in these times. As these times go on, if you’re watching old YouTube videos, or reading old blog posts, of course, there are some fundamentals that stay the same, but what really works changes quite quickly.
And so for me being a part of masterminds and having a lot of good friends in the industry and staying connected with people in my space has always been one of the best ways to really keep up with what’s working. And then also to just invest a lot of time and resources to make sure that you’re just able to stay in touch with what’s going on. Because I think these team-powered sales will probably stick around for a while because it also just goes back to some that have worked for forever, which is just human-powered sales, but I’m sure the method which you use to get people on the phone and applications, all of that stuff will continue to evolve and people will find better ways to do it. And then they’ll kind of keep it a secret for while it’s working and then it’ll get out and then everyone will start doing it.
And then that’ll work for a while until the next thing happens. So that’s a really good lesson, I think overall with how this has progressed. Another thing too is this is definitely not the only thing that is working right now. This is just my experience, but my experience comes very heavily from running paid ads, mostly working with online businesses. It’s how high ticket offers and most of them are probably in the 1 to 10 million range size. If you are using organic traffic as your main traffic source, cuz you’re really good at social media or whatever that is things are gonna be different for you. Low ticket offers, I see working really well for people, especially on Facebook. People running low ticket, self-liquidating offers, but that’s a different strategy and a different thing.
And that has other challenges and other complexities, other pros and cons, right? So again, just sharing what I see working here. That’s the great thing about this industry. It always keeps us on our toes. It’s always changing. It’s always evolving, so it’s never boring. There’s always good stuff to keep up with. The one last thing I would say is if you like this video if you could hit that like button and subscribe, that will be awesome. Cuz I try to make more videos like this, just sharing what we see working and also giving guys insight on that. And if you actually wanna see a full breakdown of this funnel, what I have is a video that actually breakdown exactly what this funnel is, how they’re set up, getting more into the tech, and the specifics of how that works. And so I’m pretty sure that this is going to be on this side of the screen, I think, or maybe this side of the screen, one of these sides, but if you just click on the link right after this video you can check out the full breakdown on that funnel. Other than that, I hope you have a great day and I’ll catch you on the next one.
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