MARKETING STRATEGIES REVEALED:

Create Your
Webinar Outline
Create Your
Webinar Outline

Hosting a free webinar is an

effective way to convert your
audience through your funnel, but
only if you are strategic about your
presentation.
It’s important to ensure you maintain a flow of
information that captivates your audience and provides
them with value throughout, as participants will need
to make it to the end of the presentation to hear your
course offer.

In this guide, we’ll cover Neil Patel’s webinar

framework, which consists of 12 components to include
in your webinar. This webinar framework is responsible
for more than a $100M in sales! By completing the
exercises in this workbook, you will create the outline
for your own sales webinar.

Outcome:
You will create an outline for your own sales webinar.

Estimated time:
2-4 hours

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Webinar Framework for
Selling Online Courses
The 12 components are:

Hook them with numbers 4

Qualify your audience 6

Share your story 8

Provide social proof 10

Cover the highlights 11

Introduce your offer 12

Give a product walkthrough 13

Break down your offer’s value 14

Introduce price & bonuses 15

Opaque conditioning 16

Call-To-Action (CTA) 17

Q&A + Checkout timer 18

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Step 1: Hook them with numbers

Beginning your webinar with compelling market data and/or statistics is a great way to capture your audience’s
attention from the get-go. Your aim here is to prime your audience for your offer by providing data that will remind
them of their desired transformation, and motivate them to want to take action.

This data could show:

• Your personal success as a result of following your own methodology
• The market size of the industry (or other market data)
• How simply taking action (ie. taking your course) will set them apart
• The consequences of them not taking action

1. What are some successful metrics/statistics you’ve seen as a result of following your own methodology?
Example: Review Neil’s presentation slide 2: “I generated 195,013 visitors per month without spending a dime on ads.”

2. What relevant market data can you share to motivate your audience?
Example: If your course is about incorporating employee appreciation into the workplace, you could share how global studies
reveal that 79% of people who quit their jobs cite ‘lack of appreciation’ as their reason for leaving.

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3. Which statistics can you share to prove that simply taking action will set your audience apart?
Example: If your course is for female-identifying folks who want to start their own business, you could share that over 50% the
world’s women population stated they’d given up on their dreams and were dissatisfied with their lives (but 82% of those who did
pursue their dreams stated they were satisfied with their lives).

4. What are some numbers you can share that would illustrate the consequences if your audience does not take action?
Example: If you’re offering an LSAT prep course, you could share the statistic that LSAT scores are the greatest predictor of bar
results, and that scores of 147 and lower indicate high to extreme risk of a student failing the bar exam after law school.

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Step 2: Qualify your audience

You’ll want to clarify early on who your webinar is for, and what topics you’ll be covering. This helps your target
audience to subconsciously identify that they are in the right place, and let’s them look forward to the topics that
will be covered.

1. Who is your webinar for?

Think about who would benefit from your offer. Remember to describe your target audience using terms they can
identify with - use the same language they would use to describe themselves.

There are two parts to the qualifying statements you’ll be crafting here: “This webinar is for [job title, demographics,
etc.] who [desired transformation and/or struggle].”

Example: Review Neil’s presentation slide 3: “People with established online businesses who feel like they’ve plateaued.”

Below, create 3-5 statements for your own webinar audience:

1. This webinar is for who

2. This webinar is for who

3. This webinar is for who

4. This webinar is for who

5. This webinar is for who

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2. What will your webinar cover?
When sharing the topics you’ll be covering, don’t forget that you’re still selling here - you want to make each part
of the presentation sound relevant, intriguing, and worthy of their attention.
Example: Review Neil’s presentation slides 4-7.

3. What does your audience stand to gain from attending the entire webinar?
Are there common frustrations or problem statements you’ll be addressing?
Optional tactic: Create an open loop that entices participants to stay till the end of the webinar. You can either
offer them a gift for staying until the very end, or raise a particularly relevant problem/question at the beginning
of the webinar, and tell them you’ll share the answer later on in your presentation.
Example: Review Neil’s presentation slide 6 in particular.

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Step 3: Share your story

Sharing your own personal journey as it relates to your business helps to establish credibility and trust with
your audience.

It gives them an understanding of why you entered the business you’re in - maybe you’ve gone through similar
struggles to the ones they’re having, and have come out the other side successful; or maybe, you’ve already made
all the mistakes in the book, and have learned from them so your audience doesn’t have to.

Your story and your “why” help define your Unique Serving Proposition (USP) - the statement which explains how
your approach and your business, overall, is different from others in your field/industry. Through the following
prompts, you’ll identify not only your story, but your USP as well.

1. What’s your founder story?

What has your journey in this particular space been like? How did you learn what you know now?
Example: Review Neil’s presentation slide 17.

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2. What’s your company’s story?
Why did you start this business? Why are you trying to help your target audience in particular?

3. What’s your Unique Serving Proposition (USP)?

Incorporating your answers from the questions above, describe what about your business (including yourself, and
your personal journey!) differentiates you from others in the space.

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Step 4: Provide social proof

The point of sharing social proof (ie. case studies, testimonials, and accolades) isn’t to brag about yourself and your
accomplishments - it’s meant to establish your authority in the space, and to continue to establish credibility and
trust with your audience. Share case studies from your largest clients, as well as your best testimonials, and be sure
to mention any public recognition you’ve received (awards or accolades) for your work in this particular space.

Bear in mind that if you don’t have any social proof - specifically, case studies or testimonials from real clients -
just yet, this likely means that you haven’t tested your product enough. If this is the case, it’s too soon to set up a
webinar like this, and we strongly recommend you continue to test your content first to get those results.
Example: Review Neil’s presentation slides 15, and 18-20.

1. Identify the case studies and testimonials you will use during your webinar.

2. Identify any relevant public recognition (awards or call-outs) you’ve received for your work.

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Step 5: Cover the highlights

At this point in the webinar, you’ll break down a select few of the core elements of your methodology or philosophy.
The key here is to give your audience a glimpse into the value you have to offer without giving your entire course
away for free. For example, if you have a 10-step method, or there are 12 components to what you will be teaching
in your course, you’ll want to share 3 of the most valuable concepts during the webinar.

Which 3 learning concepts will you share with your audience during your webinar?
Example: Review Neil’s presentation slides 22-122 (note: Neil shares much more in his presentation, as his offer is quite extensive).

1.

2.

3.

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Step 6: Introduce your offer

Once you’ve covered your key concepts, you’ll introduce your offer as a way for your audience to continue their
learning journey. This is the beginning of the sales pitch. Describe the benefits and features of your offer - what
does the course include, and what will students walk away with?

1. What are the benefits of your offer?

Try positioning the benefit of taking this course alongside the consequence of not taking the course.
Example: Review Neil’s presentation slides 132-138.

2. What are the features of your offer?

For your offer’s features, at this point you can simply share your course curriculum (see Neil’s example on slide 139),
as you’ll get into a full offer/value breakdown later on.

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Step 7: Give a product walkthrough

After discussing your offer’s features and benefits, it’s a good idea to show your audience some screenshots (or
do a live walkthrough) of some of the areas of your product, and any additional resources you’ll be providing.

This helps remove any fear or uncertainty of the unknown, so they can know exactly what they’ll be receiving from
you and what to expect after purchasing your product.

Identify 2-3 parts of your product to show your audience during the webinar.
Example: Review Neil’s presentation slides 139-141.

1.

2.

3.

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Step 8: Break down your offer’s value

Before revealing the price of your product, you should lead with the value it contains. To do so, list out the individual
components of your offer, and include an estimated monetary value for each.

In most cases, the total value you’ll end up with here will be significantly higher than the cost of your product - but
breaking it down this way makes it very clear to your audience how much they stand to gain from your product and
mentally prepares them for the actual price (which you’ll reveal next).

To come up with a comprehensive list for your offer, consider the following: How many modules/chapters does
your course contain? How many hours of content? Do you include worksheets, swipe files, or other helpful
takeaway resources? Is it all theory, or hands-on practical learning, or both?

What’s the value breakdown of your product?

Example: Review Neil’s presentation slides 142 & 177.

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Step 9: Introduce price & bonuses

This is the most important stage of the webinar, as it is where you’ll make your first closing sales pitch.
You’ll introduce the price of your offer alongside the value breakdown, and share your call-to-action (CTA)
with a time-limited offer.

1. Introduce the price - This is the most important step of your sales webinar, because once you reveal the price
you will want the CTA to pop-up and stay until the end of the webinar. From here until the end of the webinar, you’ll
want to keep referring to the pop-up CTA.

As a reminder, depending on your closing strategy, the CTA will either be for your prospects to schedule a
consultative call with you if they’re interested in purchasing your offer, or to visit your sales page or checkout
page and complete the checkout process.

2. Create urgency for your audience by mentioning this is a time-sensitive deal. This could either be an offer to
purchase your product at a discounted price, or with special bonus offers included. Your aim here is to capitalize
on the momentum you’ve created with your presentation thus far, and to convert as many of your prospects as
possible in the remaining time you have with them.
Example: Review Neil’s presentation slides 154 & 155.

The special webinar price of your product/offer:

The original price of your product:

What is the call-to-action for your audience?

3. If you have any free bonuses you’ll be adding in as a reward for those who have attended your webinar, now is
the time to reveal those as well (with an estimated/actual monetary value for each). List any bonuses you might
offer in the space below.
Example: Review Neil’s presentation slides 147-149, 156, 166, 176.

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Step 10: Opaque conditioning

Opaque conditioning removes any psychological barriers or unknowns in the checkout process for your
customers, by walking them through the process of purchasing your product.

If someone is ready to buy, what is the next step they need to physically take to successfully purchase your offer?
Take screenshots of each stage of the process, or share your own screen as you walk through this process yourself,
so they know exactly what to do next.

What are the exact steps of your product checkout process?

Example: Review Neil’s presentation slide 155.

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Step 11: Call-To-Action (CTA)

Here, you’ll provide your call-to-action again.

What is the call-to-action for your audience?

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Step 12: Q&A + Checkout timer

Give your participants some time to take advantage of the special offer. Show a countdown timer on your screen
to create a sense of urgency, and use the remaining 10 minutes to answer questions (if you are conducting the
webinar live) or FAQs (if you are pre-recording).
Example: Review Neil’s presentation slides 178-180.

If you are pre-recording FAQs, what questions will you answer?

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