Back in 2015, I decided I wanted to start teaching the personal branding strategies that I was sharing with my design clients behind the scenes. Making an income from informational products rather than web & graphic design services was intimidating but exciting. I started blogging about personal branding to get noticed in that industry as a thought leader and expert.

When I finally launched my personal branding masterclass, Purpose & Profit, I made $2,037 from my first solo webinar! I’ve been able to use the same repeatable process for all of my profitable webinars and I’m sharing with you how to do the same.

Step One: Build Your List

Building your email list is SO IMPORTANT when running an online business, ESPECIALLY when you sell products. With online business, email is currency because these are the people that have given you permission to sell directly to them. Seth Godin calls this permission marketing. These leads are specifically interested in the value that you have to offer (free and paid).

Along with talking about personal branding through blog posts and Periscope, I had created a free email course called #PBJCourse that helped my audience jumpstart their personal brand online. For about 60 days I promoted the email course through Periscope, Pinterest, Facebook, and Twitter, and an astounding 700 people signed up. SEVEN HUNDRED. You can read more about how I tripled my email list here.

Email courses and email challenges have been huge list builders for my brand. You want your list building content to be in line with the expertise you want to be known for.

Step Two: Build Your Product/Program/Course/Offering

As I was growing my email list, I had been working on my Purpose & Profit Masterclass where I break down the 3 components I’ve used to help my clients build a profitable and meaningful personal brand online. Even before my list had tripled, I sent out a reader survey to my subscribers and asked them what they wanted from me. Many people said more content and more paid courses at an affordable rate. Okay, done. I decided to price the masterclass at $97.

Note: I sent the reader survey to a list of under 1,000 people. Do not procrastinate on checking in with your subscribers and creating with a product until you reach a number goal.

Waiting to do “X” before we get “Y” is why a lot of us procrastinate. Work with what you’ve got and do what you have to do regardless of circumstance.

[Tweet “Stop waiting for “X” until you do “Y.””]

Step Three: Host A Free Webinar Around Your Expertise

Next thing I did was create and offer a free webinar on personal branding for the people on my list. If you’re noticing a trend, I got people on my list that taught them how to jumpstart their personal brand, then I created a product on how to monetize their personal brand. So then I made a webinar that shared top myths coaches and bloggers believe while building their personal brand. The bulleted description I used on the flyer + landing page spoke to some of the questions I had been receiving about growing their personal brand.

Continuing to share info on personal branding to pitch my $97 masterclass was perfect. It continued to help me position myself as a personal branding expert, and I knew could give knowledge on branding for DAYS without devaluing my paid product.

Note: If you don’t have enough information on a subject to give away information for free, you shouldn’t be charging for it.

[Tweet “If you don’t have enough information on a subject to give away information for free, you shouldn’t be charging for it.”]

The goal is to create a value packed webinar that gives people actionable things that they can use to reach smaller goals. Do not host a webinar with fluff information. It’s a disservice to your audience and it will tarnish your brand.

Going through this 3 step process helped me to:

• Grow my list by an additional 300+
• Grow my authority by speaking to 100+ viewers
• Pitch to 80 viewers (amount of people that were able to stay until the end)
• Have a 25% conversion rate that generated over $2k in sales

I’m still surprised that I was able to do it. I went in expected to bring in about $600 max. I realized that webinars are the most scalable, profitable thing you can do for your business. THIS very reason is one of the reasons I quit my design business. I was tired of going back and forth with clients when I could get them faster branding results and earn more money by learning how to prepare a webinar.

If you’ve been to scared to pitch one of your products/programs/courses through a webinar, IT’S TIME TO STOP BEING SCARED. Unless you’re scared of money, you have no reason to learn the strategies of hosting a high converting webinar. Build your list, create a product, host your webinar.

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