In this instructional video, Julie Chenell walks through five primary presentation funnel formats—live webinars, live info sessions/open houses (including town halls), evergreen/on‑demand webinars, paid workshops, and video sales letters (VSLs). For each funnel she outlines the end‑to‑end flow (registration page, thank‑you page, calendar add, email/text reminders, live or recorded delivery, replay or sales page), highlights the key advantages and drawbacks (conversion rates, show‑up rates, urgency, audience awareness, production effort), and shares tactical enhancements such as weekly live webinars, embedded open houses, quarterly open enrollments, scholarship launches, and post‑funnel nurture sequences. She also references a proprietary spreadsheet in her Metric Muse subscription that helps creators decide between free and paid presentation formats. The overall message is that live webinars generally outperform evergreen webinars in conversion, paid workshops excel for high‑ticket offers, and VSLs, while simple, demand precise production and messaging.
Chapters
All right, hello, hello, you guys. It is a rainy, cold Wednesday afternoon, and I was dumpster diving inside of my Google Drive, and I found a presentation that I never styled, never designed, never showed anybody. And I would hardly even call it a presentation, but I thought, man, this is so helpful, and I'm going to show you inside the different types of of presentation funnels there are. And I just think it's a really helpful little sketch. So I'm going to share my screen. I'm not going to give too much to do other than just say, hey, the most popular presentation funnel there is, it is the live webinar. And guys, this funnel is absolutely my funnel of choice. It is set at a certain period of time. In fact, I do a webinar, a live webinar every week. The conversion rate is dramatically higher than if you do, uh, like an on-demand webinar. There's a lot of live energy. It's fun to connect, which is so important in the age of AI. There's a lot of feedback and you're able to actually optimize that presentation. The downsides of a live webinar is the show-up rate is low, so you really gotta work hard. It can be a little stressful being on camera. This whole thing, no do-over, no do-overs, it's actually not really true anymore. So I would change this. Because you can do it every single week, but in a launch, it is a lot of high pressure, right? You can only run ads for about 2 weeks ahead of time, and the workflows are a little bit more complicated. But again, we've worked this out with a weekly live webinar funnel that happens every single week. I want to just show you kind of how it works, right? So you have your live registration page, it has a date and time on it. The thank you page is going to thank them And then it creates an ad event. Basically they click on it and it adds that event to their calendar. You definitely want texting. You want to grab the phone number. And once they've opted in, then they go through email reminders, they go through text reminders, and then we do the actual live webinar on Zoom. I use the webinar add-on, but some people just use a plain old meeting. They record that and then when it's done, they upload the recording into a replay page. And that's when all the emails fire. Those are the replay emails. And those replay emails are doing two things, sending people back to the replay page and back to a sales page. Now, sometimes people don't even have a sales page and that's fine. You can just send people to the replay page and then the replay page takes them to the order form. So this is kind of optional. And you are using emails, social content, ads. Ads are obviously the easiest way, but this is the live webinar funnel. This is absolutely the funnel that is crushing right now. The second type of live webinar funnel is slightly different. We call it the live info session and/or open house. And I want to explain the difference. Notice that everything is exactly the same. The funnel is exactly the same. What is actually different in an info session funnel or an open house funnel is the content and the positioning. So everything is the same. You've got your registration page, your thank you page, you've got your email and your text reminders. You're on Zoom. You've got the replay page, the replay emails, all the same, right? Here's the difference. A webinar. When people sign up for a webinar, they're signing up for a class on something, right? They, they understand that there's going to be some training, some education. Sometimes they just are not exactly aware of what the problem is. They're unaware, you know, and they are coming to the webinar and to understand like how to solve their problem. Sometimes this is called a masterclass. An info session. When people come to an info session, they know they are going to be sold to. When you position it as an info session, It's like the whole goal of the info session is to overcome objections, really go deep into the offer itself. And very easily you can do this with Zoom meetings. You don't even need the webinar add-on. This is still a type of webinar, but the person who's coming to it is very, very much product aware. The open house is even more, right? So an open house is like possibly something that you do after a webinar. You have a webinar, you do some sort of education or training, and then you invite people to an open house. And this is where you're going through the program and really just focusing on the pitch. These are all types of presentation funnels. And one I would include here that is not on here is the town hall. And the town hall is similar to a State of the Union. So it's a type of presentation where you're still doing the webinar, but Town hall and state of the union implies that something is like urgent to talk about today. So the topic is very relevant. Like if I did a town hall on the state of AI, right? Or a state of the union on the state of AI as it relates to funnels. That kind of denotes that that's like a, a set in time moment. Now the second major type of presentation funnel is an evergreen webinar. Sometimes it's called an on-demand. It's not live. It runs all the time. The pros of it is that you can be selling 365 days a year. You can have ads scaling. You don't have, you know, the, the whole 2-week timeline is not as much of a big deal. Technically, the, the show-up rate is a little bit higher because people are just opting in and then watching. But the biggest downside, and it's a huge downside, you guys, is conversion rates are drastically lower, drastically lower. And I would really encourage most people to do a live webinar, not an evergreen webinar, until that live webinar has been done for at least a year. The funnel has to be perfect, absolutely crystal clear, perfect to get a conversion rate that allows you to make enough money. Now, this is the— there's a lot of differences in an evergreen webinar funnel. You can see it's definitely not quite as complicated. Same thing. You've got ads, social content, emails. You go into the registration page, but then you're immediately taken to the watch page. So it happens. Very fast. And then the emails and the texts are not about reminders. It's just, hey, watch. And then it's a replay sequence that takes them to the sales page. So it's a lot, it's a lot simpler, but you can see over here that on this watch page, there's a lot of things you have to add. Number one, you need some, some sort of urgency, right? A live webinar has urgency built in. An evergreen funnel needs it put in. We also recommend you do some sort of downloadable PDF or workbook or something that they can like take with them. We also oftentimes have a private podcast feed that is in the email sequence, assuming they don't watch it. You can do a weekly open house embedded in this evergreen funnel. So that means like, you know, everybody's kind of coming through this funnel, but then once a week on a Thursday, you do an open house where you're showing inside the program. You can offer decision-making calls, chat widgets that allow people to text you. And then of course you need those webinar-only bonuses. So this has to be really souped up in order to get people to convert, right? That's the, that's the biggest thing. A couple of things that you can do for adding on to an on-demand, right? Once they come out of the funnel, you can have a 30-day resting period where they're just getting weekly emails, and then you can immediately trigger a flash sale. The other thing you can do is If you are running an on-demand funnel, every quarter, let's say you pause ads and you do an open enrollment. That means you sell to everyone on your list, everyone who came through that funnel that didn't buy, right? I had a client who used to do a Geekapalooza and she was called Geek Pack and she would do interviews and case studies and trainings and she'd have this big like live event, right? Or you could do a challenge or something. Some sort of live webinar. And you wanna do that every 8 weeks to every quarter if you are doing an on-demand to try to drum up some of those people that have fallen off. Another option is to do a scholarship launch, and that is where you run a scholarship. You include anyone who applies for the scholarship or gets nominated who doesn't get chosen gets 10% off. And you can have an extended pay plan or a discount. So these are some of the things that we do to kind of scoop up the people who did not buy in the on-demand. And you might be looking at this and going, well, can't I do that if I do a live webinar? And you absolutely can do these things as well. Another type of presentation funnel is a paid workshop. This is fundamentally different than everything that I've shared so far because people are buying. The show-up rate is extremely high in a paid workshop. But the audience size is usually much, much smaller. So you have a live registration page. It's about $25, let's say up to $100 depending on the workshop topic. Then they go to the order form and then they go to the thank you page once they've purchased. And there's that add event. There are reminder emails and you can do reminder texts as well if you want to, but because people have paid, the chance that they're gonna show up is extremely high. And then you're going to go ahead and do your workshop on Zoom meeting platform. And after that, normally what happens is there is a replay and you need to have that somewhere. So a membership area, because they've paid for it, right? So it, it's something that they're going to want the replay too. And then you begin a nurture sequence that leads to a higher ticket offer. And I tell people the difference between doing a free webinar and a paid workshop, I actually have a spreadsheet that I use to determine which one's better. I'm going to go ahead and drop that, uh, drop how you can get access to that spreadsheet in the show notes below. But if you sell something that's several thousand dollars, you absolutely, most of the time, do better when you get a small audience that has paid to be in the room than you do a free audience. The exception to that is if you are really, really good at sales. It always makes sense to just have more people in the room. The last presentation funnel, which I know the least about, I have not run tons of these, is the VSL, which is a video sales letter funnel. And the way it works is that you have basically a sales pitch up at the top. Now it's a type of webinar pitch, but it's more produced. Like the actual video is more produced and there's not so much education. People are not expecting to sit there for an hour. So it's usually 7 minutes to 10 minutes. It has a sales page and you either are going to an application and a sales call if that program is several thousand dollars or you're going to an order form to buy now. And you may look at this and say, oh, well, this is a super simple funnel. And it is, but I will tell you, this is probably the harder of the funnels to run. Some people run ads directly to this page. Other people run ads to an opt-in page and then they opt in and then they see this, which you might then say, what is the difference between this and a webinar funnel? And there's not tons of difference outside of the fact that that presentation is usually much shorter and it's focused on selling. It's not just educating. All right. So that is that. I hope that was helpful. I'm going to just, let me just exit my full screen here and pop off sharing. There we go. I really should have produced that. That has a lot of interesting pieces and parts. So if you're ever confused, about the type of presentation funnel, you can just reference this video. And like I said, I do have a spreadsheet inside of my subscription program called Metric Muse, which can help you determine which type, whether a paid presentation or a free presentation, makes the most sense. All right. Talk to you soon.
