If I Had to Build an Evergreen Webinar Funnel From Scratch, I'd Do This

0:00If your fun isn't working or converting the way you wanted to, the tendency is likely to spend more ads, get more leads coming in, get more eyeballs in your offer. But what if that's exactly the wrong thing to do? Today, I'm going to share with you why more traffic doesn't help, why more of your leads are not working with you, and how to build an evergreen webinar funnel that actually gets people to want to work with you before they ever speak with you. Hey, welcome to the Health Printer Show. I'm Yori Yolk, same CEO and founder of Health Printer. You are listening to this because you are a health professional coach who is committed and driven to growing a successful virtual practice for coaching business online. In these episodes, I'm going to give you the best of the best when it comes to marketing sales, mindset, business growth in general to help you achieve those goals. So without any further ado, let's dive right in. What I want to share with you today is that you don't have an offer problem. You don't even have a lead problem. The single most important thing that is holding your business back and your offer back from growth is something everyone is aware of, but no one knows how to solve. It's called trust. And so today, I'm going to share

1:00with you why having an evergreen webinar funnel is the single most effective way to build trust, but not just build trust, but build trust faster. Because let's be honest, like you could build a big YouTube channel, you could have a large podcast. Those are the two best ways to build trust, but if I'm the honest, they just take forever to build. So I'm not saying don't do those. Like, you could certainly do that in conjunction with what we're talking about here. But if you want to time compress the journey, the sales cycle, if you will, from a cold prospect who doesn't even know who you are into paying you premium dollars, having this type of webinar that I'm going to walk you through here is the single fastest thing I have personally used over my 20 winners in business to make that a reality. So there's three things that I'm walking through in this video. One, we're going to talk about why you don't have a lead problem. You have a trust problem. How to fix that? Second, we're going to look at why most content and lead gen strategies don't actually fix that in the short term. And third, I'm going to show you three specific shifts. You have to have any webinar presentation to turn cold prospects into pre-sold buyers even before they ever speak with you. So let's talk about the first thing. You don't have a lead problem. You have a

2:03trust problem. Let's just use the example of somebody coming into your worlds and whether or not it's a webinar lead magnet, a book of culinary calendar, whatever the funnel is. There's a certain percentage of people that are taking that action with you and then they're not buying from you. And they'll use excuses like, I want to think about it. I want to talk to some of your clients. It's too expensive. These are all very nice ways of saying either they don't see the value or they don't trust you. So if you think of the contrast to that, if you had an offer that you put in front of your friends and family, assuming they could afford it and they saw the value, we know that that enrollment rate will be way higher. We also know that that's why enrollment rates are way higher from warm traffic than cold ads. It's the same reason why show rates are terrible with cold traffic relative to warm traffic. So people who know like in trust you already are, we know they're going to convert higher. So if we know that, then what's the point of simply, there's two ways of looking at this. You could say, well, it is what it is. I'm just going to throw as much lead volume at this situation as possible. And I'm going to deal with a 15% close rate.

3:06Or you could improve the efficiency of your funnel, specifically using the webinar that I'm going to show you here to improve the efficiency. So for the same amount of traffic, maybe it's not 15%, maybe it's 25%, or 30%, whatever the lift might be. And the only difference is that people are coming in and they already know like in trust you just a little bit more. So we can't just like throw more eyeballs at an offer. We have to really think about how do we improve the efficiency? How do we improve trust so that the same number of people coming in seeing that offer because if you don't do that, then what happens is you actually spend a lot more energy and time and money trying to shove people into an offer that's going to deal with more and more resistance. So that's the first thing we have to understand is we have to improve the efficiency of what's coming in because otherwise you're just going to have to make up for the lack of efficiency and volume, which is going to be way more effort on your time and way more wasted money. So the second point that I want to make here is that most content strategies are completely not

4:06going to help with this. They're completely backwards because when I talk about trust, I actually have a whole formula called the trust factor. I'm not going to get into it here. I have another video storm on the channel that talks about it, but one of the important factors in building trust is time. Time has two components, frequency, and duration. It's not to say that one or the other is more important, both are important, but where a lot of people go wrong is they focus primarily on the frequency piece, especially when it comes to content and specifically around short-form content. So if you were to post 10, 30 second reels on Instagram, think of how people consume that content. There's standing Atlanta Starbucks, they're scrolling through their feed. There's no intent. It's complete mind numbing doom scrolling. There's no, I'm going to go to Instagram and search for a solution to this problem. You're not building trust with people like that. At best, you're stopping the scroll, you're getting attention. Maybe they'll click over to your profile and kind of poke around. So Instagram and short-form content is think of it like a website. It's kind of like your second

5:07website compared to just like actually your domain. And so people when they kind of dive deep, will go to your Instagram, they'll kind of poke around your content. And yes, there's some people that will go down the rabbit hole and watch all of your stuff and they're like, man, this person's amazing. But for the most part, no one is choosing a doctor by watching a couple reels on Instagram. They're searching for depth. So long-form content is the only way, the only way to build trust in a virtual world. So the alternative is you spend all of your time in person with people and all the only way you can build trust with people is being with them, right? You can host dinners, you can have networking events, all of that stuff is hugely important and hugely powerful, probably the most powerful at building trust. But are you really going to do that? Is that scalable? No, not for most people. And if you did it, that's fine, but you can do that every day. So in person aside, when I'm talking about building trust and that scale, I'm talking about building trust online and why a webinar funnel is so powerful is because the only alternative to a webinar when I talk about depth is as I mentioned at the start is long-form content

6:12on YouTube and podcast. And the problem though is that that takes a long time to build, right? It takes a long time to build that traction. My first YouTube channel, we grew to more than 300,000 subscribers with that took me seven years. With health printer, we're at about 27,000 ish, it's taken about two years. It's a slow build. Meanwhile, we actually didn't even start our YouTube channel until our business was doing multiple seven figures, which was built 100% on the back end of having a webinar. Let's just play this out. Even if you did have the podcast and you did have a YouTube platform, where do you send people off platform? Well, what smart people do is they send them to some type of evergreen webinar training that further moves people through the content into some type of conversion process. Short-form content only going to take you so far. Long-form depth is really what's going to help build trust. So again, I'm not discounting the power of YouTube in a podcast, but for the sake of time and brevity, if you want to shorten the sales cycle, having a webinar is the next best thing to make them that happen. So with that said, let's actually talk about the mechanics of a webinar and three important shifts we have to keep

7:15in mind in order to build trust with that asset. And then what I'm actually going to show you, I'm actually going to show you an example from one of my own webinar slide decks. And I'll show you exactly where each of these three shifts are happening. So you can see the nuance, because it's not enough to just put a slide deck together, right? Anyone can do that, but it's the under, like, it's the underbelly. It's the psychological undertones that really help you move things or not. So the first shift that we have to understand is that a webinar's goal is to shift beliefs not to teach. Okay? So I'm talking about shifting beliefs, not teaching the how. What I mean here is think of it like a documentary. If you ever watch a documentary, most documentaries, let's call them like health-related documentaries, they're not how to protocols. They're like, here's what the thing is. Here's the problem, right? Here's our approach to solving it. Here's why this is so important. You're thinking of your webinar like a documentary and we're trying to shift people's beliefs and we're not teaching them how to do something, because the point of the webinar is not to give away

8:16the protocols that only you know. It's to move people to a point where they have so much curiosity and tension that can only be resolved by working with you. But the value from your webinar, it doesn't necessarily come from how to information. It comes from the clarity and the ah-ha's you're providing somebody in the process. And again, stick with me for a few moments. I'm going to show you an exact example of this as we go through my slide deck. So the second shift is once you show them or reveal to them like, hey, this, this stuff that you may have been doing doesn't really work. It's not your fault. You're doing the best you can, but here's why this stuff doesn't work. So it's more like, you know, not this. Do this instead of type of thing. What that does are old-way new way. Okay. What that does is naturally increases curiosity for, well, what do I do instead? And so as you go through your webinar, you're going to be introducing your better way, your proprietary process, your solution. And what that has to do is it needs to instill hope. And in order for something to instill hope, it needs to be new or at least it needs to be

9:17positioned as new indifference because the human brain is obsessed with novelty. And it will turn off in a second if it sniffs anything that feels like it's seen it before. So if you get into your webinar and you're like, I'm going to show you the secret today to having all day energy. And then you talk about all this stuff. And then you get to the big reveal and it's like, get eight hours of sleep per night. You're gone, right? Person watching that is like, I'm out of here. I've heard this before, right? That's like, that's when you cannot do in a webinar in order for it to convert properly. So we're getting them to shift their beliefs around how things have been done to achieve a certain result that haven't worked out. We're then showing them our segue and then to our better way, which instills hope because everything they've done up until now hasn't gotten the results because if it did, they would be watching your webinar. So that second piece is very important because you have to introduce a new mouse trap if you want to thank you for that way. Hey, hope you're enjoying the show so far. Just popping it real quick to let you know that I am on Instagram. If we're not connected yet on the good old I and G, hit me up. I'm at health

10:21printer, not any of the other fake accounts, but just at health printer. Be sure to follow me on Instagram and send me a DM and let me know how you like the show or really anything else you need help with to grow your virtual health practice or coaching business online. So once again, that's at health printer on Instagram. In the meantime, let's get back to the show. And the third ship that we have to have in a webinar is you have to sell the desired self-image of your perfect clients. When people recognize that something is not for them, they actually want it more. So it's not to say that you're not you're not trying to like not sell people obviously, but you're trying to let them know like this, like you're painting a picture throughout this training this webinar that is going to subconsciously for them appeal to the self-identity that they're aspiring to. So as an example, one of the things that I've used, I've used many versions of this and I bake it in through the whole webinar, not just at the end, but I'll show you an example of how I use this at the end. So I use something called the two futures model, which actually I learned from my good friend Simon Boen who's amazing with models and drawings and stuff. And at the end,

11:22we talk about two lines, right? So you've got the green line and the red line. Now the red line, it's like, listen, if we look at where we are now compared to what you're from now, there's two past two ways that's going to go. You're going to keep doing what you're doing. You're going to end up on the red line and you're going to end up nowhere because trying to get different results from the same process is obviously not effective. But what winners do, notice the term, what winners do, what people who succeed do is they take the green line and they simply ride that wave up. Now here's the thing. You're already on the green line because you've taken a time to watch this webinar with me today. And that tells me you're the type of person. Notice you're the type of person that values success, that values winning, that values like actually achieving a goal. So because you've already taken the first step, the only thing you have to do now is stay on the green line. And so the next step after we get off the training is to simply book a call for our team. So that's an example of how we can use selling the self identity. I've said you're the type of person who you've already done this thing. And all you have to do is keep congruent with that thing. You're already on the green line. Just stay on the green line. Okay. The self image is a very,

12:22very important thing to understand when it comes to selling anything, coaching transformation, because you're not selling deliverables. You're not selling a number of coaching calls or modules. You're selling a version of your prospects future self that they want to become. Okay. So I'm going to walk you through a couple different aspects of this slide deck. So what you're actually seeing is the keynote presentation. You'll notice that my slides are really ugly. Whites, background, black, text. Okay. So it's really very simple. Okay. So here's the deal. When we go through a webinar, one of the things that we talked about is we have to start shifting beliefs, right? So I've said, okay, you're this type of person. You're a practitioner. You're not really enough clients. You're stuck in the 101. You don't have a predictable way to get things going and you're not sure how to turn the ship around. So I'm identifying with where they're at. So then I introduce what we call a real problem. And the real problem here is something that needs to be introduced as novel as difference, etc. So what we're saying here is you're stuck in the excellence trap. Okay. Well, what does that mean? Basically, what we're saying is that you assume that being great at what you do would naturally set you apart. But the reality is it doesn't matter

13:24how good you are if no one knows who you are. So that's the premise of this webinar. You know, we have this image of like a doctor, like, you know, with a bear trap type of thing. And then we further that by saying, Hey, excellence doesn't make you stand out online. It actually makes you blend in or easier to blend in. It's like, and here's why. So watch the, like, the logical flow. This was a list in a brick and mortar. Most experts haven't had to promote themselves, right? Like, people fall in your lap, right? People refer, you know, you have a sign out front people walk in the front door, etc. So they stop by blah, blah, blah. So this way, generating new business is like riding an e-bike feels great in the moment, but it actually weakens you in the long term. So a lot of it, again, in my experience, a lot of health practitioners become successful in spite of themselves. They actually don't learn how to mark because they don't have to. They open up their door and people just kind of walk in. But that actually weakens them very much like riding an e-bike. It feels like it's going great until you actually have to ride a bike and then you're screwed. So it attributes the business muscles. Ta-ta-ta-ta-ta-ta. But I'm saying, okay, cool. The online world is very different. It rewards not the best, but the best known. And now you don't know how to

14:25become the best known because you've never had to build those muscles, right? And now we're saying, like, listen, let's qualify TikTok influencers or getting all the people and you're like, how the hell is this happening, etc. The excellence trap keeps you working harder than ever with the little show for you. Think that just getting more certifications is going to help. It's not. So we're basically saying it's not about being the best. It's about being seen, trusted, and positioned the right way. Okay. So let's look at the content. Then I back it up with some proof. Blah, blah, blah, blah, blah. Introduce my story. Ta-ta-ta-ta-ta-ta-ta-ta-ta-ta. Okay. And I'm like, listen, I was in the same position. I was amazing on what I did. No one knew I existed, took me forever to figure out how to do this stuff online. I did all this stuff, didn't work until I figured out this one thing. So here I paint the story of like, okay, well, what is this excellent trap anyways? I'm like, listen, like you went to school, you fought that a lot of money, you spent years in school. Yay. And then you open up a clinic and you're like, what the hell do I do down? And you're like, uh, and then it feels like everything, like you're dragging your patients along because everything's 101. You still have all these bills to pay and you're in full. Like you're dead. It feels like you're drowning. Blah, blah, blah. And when you stop working, you don't make money, and it's exhausting. And then you can only make so much money because of your time. And it's like, oh my god, that's totally me. So I'm basically saying, all that stuff is not going to get you to where

15:28you want to go. Okay. So now is where we start to get into some of these shifts. And so the first thing, and I think it kind of follows from what I've been just been saying, is they draw credentials of don't equal clients. So notice this, if you watch this, you're like, oh, that's like, I've not heard that before. Credentials don't equal clients. Huh. And this basically backs up what I just been talking about. Okay. So like, blah, blah, blah, feel the dreams doesn't exist online. You set up a website, you set up an Instagram profile, you set up a webinar. Cool. No one knows it exists. So the feel the dreams online doesn't exist. All I'm trying to do here is I'm getting someone to understand, like I can't keep doing things the way I've done them in person. I have to do things differently. If I actually want to grow this business online, then I support this with what I, you know, a bunch of different things. One is called the mirror exposure effects. The more people see the more they trust you, et cetera. Talk about presidential campaigns where the candidates who at the most meet the exposure ended up winning. Blah, blah, blah. Okay. And then I'm talking about how social is like, you can post all you want, but notice here and stuff. So that's that's exhausting. Okay. Problem too. So this is the second piece of content. Trust is earned,

16:32not given and more so online. Okay. So what does that exactly mean? I think this, you know, is interesting. I'm basically saying here, trust in person is neurotic online. It's like very, very different. Okay. What we're talking about here is actually kind of like what I'm talking about in the slide deck a little bit. So I'm talking about how like if you want to really connect with people like in this kind of fashion, you have to really understand them. Like empathy, messaging, all that stuff is very important. Now I'm not just like, I'm just going to pause here for a second. I'm not just sharing a random ideas. What I'm sharing here, visibility, empathy, which is essentially messaging, these are the pillars through which we start to help our clients when they work with us. Right. We're going to help them get visible to click the button. We're going to help them improve their messaging that connects with their ideal clients. So this is very important. You have to make sure your content aligns with the solution you're ultimately providing. And then I talk about being a specialist non-generalist, case studies, blah, blah, blah. Okay. And then probably three. Posting more doesn't equal more clients. And so we talked about the content marketing fallacy. We actually had this image drawn up with AI. It's pretty cool. It feels like you are

17:37peddling on a bicycle in an F1 race. That's what playing the social media game feels like. And so this visual is actually pretty cool. It's like thinking or riding a bike faster is going to help you win an F1 race. It's not going to. You simply need a better vehicle, right? We're going to make sense to just have an F1 car instead of a bike. So now what I'm doing is I'm selling the vehicle. I'm not saying pedal harder. I'm saying you need a better vehicle. Okay. And then I'm talking about how my previous business I did all that stuff. And it was a friggin exhausting nightmare. And then et cetera, et cetera, et cetera. Okay. So now we introduce our proprietary process, our better way. It's called the perfect client pipeline. And this is what it looks like. So we run ads to webinar, right? It's our breaking us down to an application to a phone call, et cetera, et cetera. And then I back this up with proof, proof, proof, proof, proof, proof, proof, proof, proof, proof. And then without this, you end up suffering, et cetera. In 55 minutes, it's amazing what can happen when you get someone to be like, holy cow, this person actually gets me. They're like in my head,

18:39they understand exactly what I'm going through. And they're introducing problems and solutions that I've never heard about before. At least not the way they've been positioned. When you have this, that's how you get people kind of like stuck in. And you could say, well, I mean, aren't people going to tune out for sure? That's the whole point. I don't want 100% of people to the end. I want the right people at the end. Maybe that's 5%, maybe it's 10%, but those people have consumed this. And what you'll find with the webinar is you'll get people on a call and they're like, hey, listen, I'm not the type of person that watches webinars, but I watch yours like two or three times. So that's why this is so powerful for building trust. So when we look at, okay, we got to get people coming into senior offer, got to get eyeballs on it. Because that's how you're going to grow your business. But if you don't have a mechanism for building trust with people, think of it like the catch all wherever you're sending people from, they all go into this one bucket, which is your webinar. And your webinar's goal is to filter out the wrong people and indoctrinate the rest, to indoctrinate. And I use it on the nacesway possible and build value with those people so that

19:42by the time they speak with you, they already know they want to work with you. So all of that to say to wrap this up with a nice bow, you don't have a lead problem, you have a trust problem. If you solve the trust problem, at least in this case with an evergreen webinar funnel, you will have higher conversions. So when you have higher conversions, you can send an endless amount of traffic. So if you want to see a little more of a deep dive nuanced video around how we build out our webinar step by step using our proven six step framework, check out this next video. I think you'll enjoy even more than this one. I'll see you there.

20:42Until I hear from you, all kidding aside, I would really appreciate a rating review, because as you know, the more people know both this show, the more people we can help, and your ratings and reviews make a huge difference. So thanks for hanging out with me once again, and I look forward to seeing you in the next episode.