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Imagine running a webinar for a client with a MEGA following of over 4 million people – basically a super influencer in the public speaking market.
Sounds like a dream, right?
You’ve got someone with a huge following, tons of trust and credibility, an offer that’s enticing, AND they’re a pro at speaking – which means they’ve got a great chance of closing at the webinar!
Everything seemed great on paper.
But then we realized something that was severely limiting the profitability of his sales funnel.
See, we were after the SEXY market – professional speakers and future TED headliners, baby! Woo!
Turns out, we’d been ignoring bigger fish in a vast ocean right next to that tiny pond.
So here’s a quick case study on that webinar & how we quickly pivoted to make it (even more) profitable.
Watch here:
What Wasn’t Working
His first few webinars with us were all focused on becoming a professional speaker. You know, the whole “command the stage, get standing ovations, change lives” thing.
Results were… okay.
Actually, scratch that. Without his massive organic following propping up the numbers, the paid ads were basically breaking even. Which in marketing speak means “not good enough to buy that tropical vacation.”
After a couple of sessions of brainstorming and banging our heads on the wall, I did what any self-respecting marketer does when confronted with a difficult situation.
I asked ChatGPT for help.
Okay, I know that sounds bad but I’m actually not against using AI tools to help with your business. And it’s not ‘lazy’ or ‘low-quality’ if you actually know what you’re doing and using the right prompts, doing all the fact-checking afterwards, and providing enough context.
Now, the convo was a lot more detailed but it basically went like this:
“Yo ChatGPT, how many professional speakers are there in North America?”
Answer: About 200,000 (including the part-timers who probably Uber on the side to pay bills).
“Cool, cool. Now how many people give corporate presentations?”
Answer: 50 MILLION.
That’s 250X more people.
And here’s the thing…
Those corporate folks actually NEED this skill. Their careers depend on not putting their boss to sleep during quarterly reviews. They’re presenting weekly, sometimes daily. And guess what? Their companies actually pay for training.
What Finally Worked
I went to the client with my findings.
“Dude, we need to pivot. Forget the aspiring TEDx speakers. Let’s go after the corporate crowd.”
To his credit, he got it immediately.
In two weeks, we rebuilt everything based on that ONE tweak.
We changed the title from something about “commanding the stage” or “being a memorable speaker”, to something that resonated more with corporate professionals like “how to nail your presentations” or something like that.
Our goal was now to help people impress their boss and colleagues and actually nail their presentations so that they get noticed, get promoted, and maybe get new opportunities outside of their workplace.
And now, our customer avatar was the everyday corporate professional, instead of professional speakers.
We basically changed our ad copies, our landing page, emails, and everything else that needed to be tweaked to fit the new messaging.
The results?
- Lead costs dropped 40% (from $9.18 to $5.50)
- Landing page conversions nearly DOUBLED (13% to 24.7%)
- ROAS went from “meh” to “now we’re talking” (2.35 to 2.97)
Oh, and the weirdest thing?
We actually ended up charging a HIGHER price for the offer at the end of the webinar.
And people were actually more willing to PAY for it.
Granted, the offer offered more value this time around – a ‘challenge’ where they got to practice their public speaking and received regular personal feedback, instead of just receiving a few courses and
Bottom Line…
This is going to be a slap in the face for most business owners…
But let’s face it:
Sometimes the most profitable opportunities are the ones that seem the least exciting.
Or in other words, “boring”.
Those corporate professionals don’t need to inspire thousands from a stage. They just need to not embarrass themselves in Monday’s meeting.
And they’ll pay good money for that.
So this case study really makes you think…
What “boring” market are you ignoring because it’s not “sexy” enough?
P.S. Why not check out more of our case studies?
Or learn how we can help YOUR business grow with webinar marketing.
P.S. Want more real-world marketing insights? Check out our guide on how to promote webinars with AI – it’s full of strategies we actually use.
This podcast is hosted by Terence Tam, author of Lead Surge: 8 Radically Effective Marketing Funnels for Coaches and Experts. He is also the Founder of Radical Marketing, a digital marketing agency that partners with high-ticket coaches to scale their businesses with Webinars – by using a proprietary blend of story ads and battled-tested sales funnels to achieve better returns on ad dollars.
