Perfect webinar

What It Means

The Perfect Webinar is a script for a live or recorded sales presentation that Russell Brunson teaches in Expert Secrets. ClickFunnels' guide gives it three core parts: the Big Domino, three secrets, and the Stack, where the offer is laid out. Each secret pairs a framework, the teaching point, with a storyUser storyA short description of something a product should do, written from the point of view of the person who needs it, often in the form "As a, I want, so that." See more about how someone discovered it, which is meant to break a false belief the audience holds by showing proof.

How People Say It at Work

• "What's the Big Domino in this webinar?"
• "Each secret needs its own story, not just a slide."
• "We teach too much and never get to the Stack."

The Breakdown

The parts, per ClickFunnels' guide

1. The Big Domino. Introduce the central idea the presentation sets out to prove.
2. Secret 1. Teach a framework, then tell the story of how you or someone else discovered it.
3. Secret 2. Same pattern: a framework and a story that shows it working.
4. Secret 3. Same again. Each story is there to break a false belief that would stop the audience from buying.
5. The Stack. Lay out the offer, piece by piece, and close.

The stories are Epiphany BridgeEpiphany bridgeRussell Brunson's storytelling method from Expert Secrets for passing on the moment you came to believe in something, so the listener reaches the same belief. See more stories, Brunson's method for retelling the moment someone came to believe in an idea.

Short version to try today. Write three beliefs that stop people buying from you. For each, write one sentence of what's true and one real story that shows it. Those three pairs are your secrets.

Where It Comes From

Russell Brunson teaches the Perfect Webinar in Expert Secrets: The Underground Playbook for Converting Your Online Visitors into Lifelong Customers, first published by Morgan James Publishing in 2017 and released in an updated Hay House edition on August 9, 2022. ClickFunnels, the company he co-founded, publishes guides to the script.

Good to Know

Proof in a webinar has to be real: use true stories and results you can document, and don't present unusual outcomes as typical. ClickFunnels also publishes a guide titled "How To Stop Teaching On Your Perfect Webinar", and in its main guide each secret's job is to break a false belief. It's Brunson's sales method, so test it with your own audience.

Related Terms and Categories

• Epiphany bridge

  Russell Brunson's storytelling method from Expert Secrets for passing on the moment you came to believe in something, so the listener reaches the same belief.

• Hook, story, offer

  Russell Brunson's three-part formula from DotCom Secrets for any sales message: a hook to get attention, a story to build trust, then the offer.

• Value ladder

  Russell Brunson's model from DotCom Secrets for laying out a business's offers as rungs, from a free or low-cost first step up to its most expensive, most valuable one.

• Grand Slam Offer

  Alex Hormozi's name, from $100M Offers (2021), for an offer built to be so different and so good that buyers stop comparing it with anyone else's.

Business and entrepreneur terms