If your funnel isn't working or converting the way you want it to, the tendency is likely to spend more ads, get more leads coming in, get more eyeballs on 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 Healthpreneur Show. I'm Yuri El Kame, CEO and founder of Healthpreneur. You are listening to this because you are a health professional or coach who is committed and driven to growing a successful virtual practice or 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 with 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. If I'm being honest, they just take forever to build. So I'm not saying don't do those. Like you can 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 gonna walk you through here is the single fastest thing I've personally used over my 21 years in business to make that a reality. So there's three things I'm gonna walk you through in this video. One, we're gonna talk about why you don't have a lead problem, you have a trust problem, and how to fix that. Second, we're gonna look at why most content and lead gen strategies don't actually fix that in the short term. And third, I'm gonna show you three specific shifts you have to have in a 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 trust problem. Let's just use the example of uh somebody coming into your worlds and whether or not it's a webinar, lead magnets, uh, book a call on your 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 con like 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 would be way higher. We also know that that's why enrollment rates are way higher from warm traffic than cold ads, right? It's the same reason why show rates are terrible with cold traffic relative to warm traffic, right? So people who know, like, and trust you already are we know they're gonna 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 gonna throw as much lead volume at this situation as possible, and I'm gonna deal with a 15% close rate. Or you could improve the efficiency of your funnel, specifically using the webinar that I'm gonna 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%, right? Whatever the lift might be. And the only difference is that people are coming in and they already know, like, and 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, more of them convert. 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 gonna 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 gonna have to make up for the lack of efficiency and volume, which is gonna 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 gonna help with this. Uh, they're completely backwards. Because when I when I talk about like trust, I actually have a whole formula called the trust factor. I'm not gonna get into it here. I have another video somewhere 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. They're standing a line at Starbucks, they're scrolling through their feed, there's no intent. It's complete mind-numbing doom scrolling. There's no, I'm gonna 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 website 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 in 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't do that every day. So, in person aside, when I'm talking about building trust at scale, I'm talking about building trust online. And why a webinar funnel is so powerful is because the only other like the only alternative to a webinar when I talk about depth is as I mentioned at the start, is long form content on YouTube and podcast. And the problem though is that that takes a long time to build, right? It takes a long time to build attraction. My first YouTube channel, we grew to more than 300,000 subscribers, but that took me seven years. With Health Printer, we're at about 27,000-ish. It's you know 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 a 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's 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 and a podcast, but for the sake of time and brevity, and if you want to shorten the sales cycle, having a webinar is the next best thing to make that happen. So, with that said, let's actually talk about the mechanics of a webinar and three important shifts you have to keep in mind in order to build trust with that asset. And then what I'm actually gonna show you, I'm actually gonna 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 the 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 ahas you're providing somebody in the process. And again, stick with me for a few moments. I'm gonna show you an exact example of this as we go through my slide deck. So the second shift is once you've shown them or revealed to them, like, hey, 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 the stuff doesn't work. So it's more like, you know, not this, do this instead type of thing. What that does, or 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 positioned as new in difference, 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 what 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 or segueing them 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 wouldn't be watching your webinar. So that second piece is very important because you have to introduce a new mousetrap if you want to think of it that way. Hey, hope you're enjoying the show so far. Just popping in real quick to let you know that I am on Instagram. If we're not connected yet on the good old ING, hit me up. I'm at Healthpreneur, not any of the other fake accounts, but just at HealthPrunner. Be sure to follow me on Instagram and send me a DM letting 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 HealthPrinter on Instagram. In the meantime, let's get back to the show. And the third shift 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 throughout 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 Bowen, who's amazing with models and drawings and stuff. And at the end, we 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 a year from now, there's two paths, two ways this is gonna go. You're gonna keep doing what you're doing, you're gonna end up on the red line, and you're gonna 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 the 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 this training is to simply book a call with 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, very 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 prospect's future self that they want to become. Okay, so I'm gonna 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. White 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 one-on-one, 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 different, et cetera. 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 how 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 how like the logical flow of this. We're saying, listen, 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, et cetera. 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 atrophies the business muscles, dot, dot, dot, dot, dah. 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 become the best known because you've never had to build those muscles, right? And now we're saying, like, listen, less qualified TikTok influencers are 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 little a chauffeur. You think that just getting more certifications is gonna 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, that, that, dot, dot, dot, dot, da. Okay. And I'm like, listen, I was in the same position. I was amazing 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 this story of like, okay, well, what is this excellent trap, anyways? I'm like, listen, like you went to school, you forked out 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 now? And you're like, uh, and then it feels like everything, you're like, you're dragging your patients along because everything's one-on-one. You still have all these bills to pay and you're in full, like, and you're in debt, 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 all your time. And it's like, oh my God, that's totally me. So I'm basically saying we all that stuff is not gonna get you to where you 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 just been saying, is that your credentials 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've 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. And then I support this with the what I, you know, a bunch of different things. One is called the mirror exposure effect. The more people see you, the more they trust you, et cetera. Talk about presidential uh campaigns where the candidates who had the most media exposure ended up winning, blah, blah, blah. Okay. And then I'm talking about how social, it's like you can post all you want, but no one's seen your stuff. So that's that's exhausting. Okay. Problem two. So this is the second piece of content. Trust is earned, not 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 near automatic. 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 gonna pause here for a second. I'm not just sharing 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 gonna help them get visible at the click of a button. We're gonna 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, not a generalist, that, that, that, dah, case studies, blah, blah, blah. Okay. And then problem three, posting more doesn't equal more clients. And so we talked about, you know, the content, the content marketing fallacy. We actually had this image uh drawn up with AI. It's pretty cool. It feels like you are pedaling 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. Um, it's like thinking riding a bike faster is gonna help you win an F1 race. It's not going to. You simply need a better vehicle, right? Wouldn't it 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 a webinar, right? I start breaking this down to an application, to a phone call, et cetera, et cetera, et cetera. And then I back this up with 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. They 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 gonna 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 sure you know, like, 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 seeing your offer, got to get eyeballs on it, because that's how you're gonna 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 in the nicest way possible and build value with those people so that by 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've solved 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 it even more than this one. I'll see you there. Hey, thanks for hanging out with me in today's episode. Hope you enjoyed it. If you have, here's what I'd love for you to do next is if you're not already subscribed to the Health Burner Show, go ahead and hit that button wherever you're listening to this to make sure you do not miss a single episode coming your way. And while you're at it, why not leave a rating or review? It would mean a lot to me. And here's why. Because I lay in bed awake at night wondering, are you enjoying this show? Do you get a lot of value out of this? And I never really know until I hear from you. All kidding aside, I would really appreciate a rating review because, as you know, the more people know about 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.