TOTAL PRODUCT BLUEPRINT

How to create and market the most lucrative thought leader products and programs

Week #3 Overview: Webinars

On the following pages are the major points and recommended activities and resources from Brendon’s video
training for you this week. Print these pages out, take your time filling out the worksheets, and keep all your work
together for later review—you’ll be returning to these pages and notes for years to come! Our Total Product
Blueprint students absolutely crush it using these insights, so whenever you’re ready, watch this week’s training,
do the homework, and go get your product out there!

Summary



Webinars are an indispensable marketing tool in growing your expert brand. It’s a surefire way to get new leads,
maintain strong evergreen conversions, and replicate winning strategies — when one webinar works, you run it
for as long as possible then copy the same format to a new topic and go again. The nice thing is that no webinar
needs to be more than 60 minutes these days.

The key decision with webinars is less how to create them, than it is what do you want to do with them? Where
do they lie in your marketing sequences?

Brendon likes to create webinars that get new leads and sales, and also webinars that are intended for current
buyers to purchase more advanced and higher-priced programs or services.

In this week’s training video:

• I teach you the outline I like best for creating my webinars.

• You learn the three types of marketing webinars.
• I give you a sample email sequence to use to get people to attend a webinar, and also a followup sequence
to get attendees to engage and purchase.

Like all modules here in TPB, take your time. You can watch this training at your own pace, and review it
whenever it’s time to launch your own course. There’s no hurry. Just go through the training at your own pace
and challenge yourself to be implementing on your goals. As always, you can ask questions in the comments
area of the course, or on any live training you see me on.

You can do this. Just take your time. Believe in yourself. Do the work. Put your message out there. The world
needs more people sharing their positive voices and values right now.

- Brendon

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How to create and market the most lucrative thought leader products and programs

Section One:
Creating Webinars

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How to create and market the most lucrative thought leader products and programs

Creating Webinars Worksheet


Watch Brendon’s video this week on Creating Webinars. Then, use this 20-point worksheet to brainstorm and
draft your webinar’s key points.

1. Start with bold promise, amazing result, shock and awe.


What is the surprising result or outcome people can look forward to learning? 








2. Make a brief introduction of yourself.


Try to use 5 slides or less for this. Instead of telling your entire life’s story, just begin with a critical incident
— a moment in time when you were failing, or when your back was against the wall and it really mattered
that you change. Remember, people get hooked by your plight and the conflict or strive in your life. So go
right at it. Tell them where you were, how difficult it was, what questions you had, and how you came
through and your results… in 5-7 minutes! So, what’s the story you’ll start with?
















3. Housekeeping: No replays, Giveaways, Bonuses, Discounts for staying on live. 


What do you want to announce right at the beginning of the webinar about replays, QAs, prizes, etc? You
might also state who the webinar is for and not for.
















4. Agenda: Tell them what’s coming + How life transforms if they figure this out.

What’s the agenda for this webinar, in 3-5 points? It’s important to make this slide “hooky,” so that they
want to stay for the webinar.

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How to create and market the most lucrative thought leader products and programs

Creating Webinars Worksheet,2

Watch Brendon’s video this week on Creating Webinars. Then, use this 20-point worksheet to brainstorm and
draft your webinar’s key points.

5. Ask for permission to sell at the end.


This does not need to be an actual slide, This is just a reminder to state that you’ll teach as much as you can
in the time you have together, and if they have questions or want to work with you you will announce that at
the end. But be sure to frame that there will be continuing education, so it’s worthwhile to script out those
few sentences here for your notes:






6. Describe the Promise, and WHY WHY WHY it’s important.


A hard thing to learn about a webinar is how much you have to keep reminding attendees WHY you have
actually matters to them. This hook keeps them engaged and staying with you. What’s your promise, stated
in a slightly different way than the first slide?




7. Why people fail.


This is where you talk all about MINDSET and HABITS. Think about NEWBIES - about the difficulties in
starting something. Discuss the thoughts, feelings and reactions newbies have, and share your stories too.
Make this part emotion and they’ll stay. [Note: Brendon likes to teach the 5 reasons he almost failed, as a
way to address their objections and limited thinking right up front.]












8. Your Surprising Results (ESP + Student success stories).


You need some tangible stats, turning points, our results here. What SPECIFICALLY did you accomplish that
shows your credibility. Note: don’t let your insecurity creep in here. You don’t need to have done something
“huge.” What matters is something specific and small you can zero in on that is relevant to this topic. It
could be as simple as losing some weight, winning more days, having a successful conversation, etc, but it
has to apply to the topic. Try to find 5 items to share, plus 2-5 student stories to tell if you have them. (If you
don’t have student testimonials, then go get some!)

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How to create and market the most lucrative thought leader products and programs

Creating Webinars Worksheet,2

Watch Brendon’s video this week on Creating Webinars. Then, use this 20-point worksheet to brainstorm and
draft your webinar’s key points.

9. Proof images that it works.


This is really key. Do you have any photos, screenshots or graphics that can clearly show real results, or how
your concept works, or how far you’ve come? Before and after photos are powerful here.


10. YOU Can do this.


What’s an objection they might already be having? Have one slide for that here, and answer it succinctly and
confidently.




11. 5 things they MUST do to succeed.


THIS is the bulk of your webinar. Meaning, in a 60 minute webinar, this is probably 30-40 minutes of the
presentation. Add value here, and you win. You don’t have to go too deep in your instruction - just give
them the general idea, the general benefits, and how knowing this idea can transform their lives.




12. Share how there’s so much more to learn.


Brendon likes to include bullet points of the questions people may still be asking at this point in the
presentation, and also the questions they’ll likely ask in the coming weeks/months of implementation. This
shows there is still much to learn, which is why they should signup for your offer.




13. So many questions, it’s why I created a product for you.


Ditto from the last point. But here you want a slide that explicitly transitions to the offer. Meaning, show
your logo here of your product or offer and explicitly say these questions are why you’ve created the offer
to help them.






14. It’s easy to afford and do. 


You’re saying this before you even reveal the offer. People wait to long to address this, the #1 objection of
all. So just tell them right up front.




15. Listen to what others have said (testimonials).


This is REALLY important. List 3-5 people you could get a testimonial from who say you’re awesome. This
can be from free or paid clients. Ask permission to use their photos and quotes.

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How to create and market the most lucrative thought leader products and programs

Creating Webinars Worksheet,2

Watch Brendon’s video this week on Creating Webinars. Then, use this 20-point worksheet to brainstorm and
draft your webinar’s key points.

16. Offer Stack, including price juxtapositions, discounts, guarantees.


Here we go! The most important part of your webinar. List each element of your offer, and how much it
costs. Reveal each element, one at a time, tallying up the total cost as you go. Script it out here.














17. Recap deal.


Create one slide with the entire offer in it.






18. Surprise Bonus #4 + Only get this if you buy by midnight.


This is HUGE for conversions. There needs to be a reason people should signup right now, tonight. This
special bonus can be something simple that solves just ONE question they may have.






19. FAQ with timer. 


Everyone forgets this. Do a FAQ session but show the TIMER!












20. Testimonial video reel. 


Play video testimonials from your clients to finish the webinar. Have the countdown timer over these too.

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How to create and market the most lucrative thought leader products and programs

Section Two:
Marketing Webinars

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How to create and market the most lucrative thought leader products and programs

Marketing Your Webinars

Below are the slides of Brendon’s example webinar campaign, as taught in this week’s training.

The following steps coincide with Brendon’s example:

1. Run a Facebook video ad that links to a webinar


registration page (#2 in the slide). Remember,

people click because they want specificity - they

want to know they are going to learn something

tangible that will improve their results. So offer that!
2. You can build the entire registration page, and all

the followup emails, and also run the webinar, all 

through EverWebinar.
3. When people register for the webinar, take them

to a confirmation page with a reminder of the

dates. But also have on the page a video that

tells your story and makes a special offer. (In other

words, SELL SOMETHING on this page!).
4. Send 4 emails to the registrants. (Assuming the 

webinar starts 24hrs from now or later. If it starts

right away, because you gave them an option

to signup now and watch the webinar now, then

skip to step 5). These emails are critical for brand and

rapport building. Don’t think of them as just

“reminder emails.” Think of them as precious

marketing real estate to tell your story and 

demonstrate value.
5. After the webinar ends, email all non-buyers a short

recap video - teaching for 5 minutes and making

your offer again.
6. Send a 72HR email sequence to non-buyers. (See

the 10-day EA promotion, from Module #1 for

Sample email copy.
7. 3 days after the deadline, email everyone an 

opportunity to work with you individually. Make them

apply. Send 2-3 emails about this.
8. Wait a week and send an email offer series for them to

signup for your subscription program. (For 

instructions on creating Subscription programs,

see Module #2 of TPB).

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How to create and market the most lucrative thought leader products and programs

Section Three:
Example Webinar Slides

CLICK TO WATCH AN EXAMPLE WEBINAR


HERE FOLLOWING THE OUTLINE
YOU LEARNED IN THIS MODULE.

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How to create and market the most lucrative thought leader products and programs

NOTES

© 2011-2018 The Burchard Group. All Rights Reserved.

Do not distribute or train from without permission.

MakeMoneyDB.com
TOTAL PRODUCT BLUEPRINT
How to create and market the most lucrative thought leader products and programs

NOTES

© 2011-2018 The Burchard Group. All Rights Reserved.

Do not distribute or train from without permission.

MakeMoneyDB.com
TOTAL PRODUCT BLUEPRINT
How to create and market the most lucrative thought leader products and programs

NOTES

© 2011-2018 The Burchard Group. All Rights Reserved.

Do not distribute or train from without permission.

MakeMoneyDB.com
TOTAL PRODUCT BLUEPRINT
How to create and market the most lucrative thought leader products and programs

NOTES

© 2011-2018 The Burchard Group. All Rights Reserved.

Do not distribute or train from without permission.

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How to create and market the most lucrative thought leader products and programs

MEET YOUR INSTRUCTOR

Brendon Burchard is the world’s leading high performance coach, a three-time New York Times bestselling
author, and one of the most-watched, quoted, and followed personal development trainers in history. 

SUCCESS Magazine and O, The Oprah Magazine, have both named him one of the most influential leaders in
personal growth and achievement. His most recent book High Performance Habits is a multiple week Wall
Street Journal Bestseller, and Amazon named it as one of the Top 3 Best Business & Leadership Books of 2017.

Brendon’s personal development videos have been viewed more than 200 million times, and he is in the Top
100 Most Followed Public Figures on Facebook, with over 10 million fans across his pages. Over two million
students have now completed Brendon’s online courses and video series, and he’s created 13 blockbuster
online courses in personal and professional development, including the most popular courses of all time on
the topics of motivation, confidence, habits, and influence. For these results, Oprah.com named him “one of
the most successful online trainers in history.” Success Magazine named Brendon “one of the Top 25 Most
Influential Leaders in Personal Growth and Achievement” and featured him on the cover of the magazine in
September 2017.

A #1 New York Times, #1 Wall Street Journal, and #1 USA Today best-selling author, Brendon’s books
include High Performance Habits, The Motivation Manifesto, The Charge, The Millionaire Messenger, Life’s
Golden Ticket, and The Student Leadership Guide.

His podcast, THE BRENDON SHOW, debuted at #1 on iTunes across all categories in its first season and was a
Top 10 Self-Help podcast for over 100 weeks. (The show was previously titled The Charged Life). As one of the
most requested motivational speakers in the world, Brendon has shared the stage with the Dalai Lama, 

Sir Richard Branson, Tony Robbins, and many of the leading influencers of this era. His live seminar events –
named as “must-attends” by Entrepreneur Magazine – continue to sell out to audiences from around the
world. Meet him at Brendon.com.
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Program Disclaimer

Here’s our best lawyer-ly summary: All products and services by our company, including Total Product Blueprint, are for
educational and informational purposes only. As stipulated by law, we make no guarantees that you will achieve any
specific results from our information because we don’t know you, and we offer no licensed or professional medical, legal,
therapeutic, or financial advice in this program. The information contained herein cannot replace or substitute for the
services of trained professionals in any field, including, but not limited to, financial, psychological, or legal matters.

Your level of success in attaining any stated strategies or illustrative results is dependent upon a number of factors
including your education, health, skill, knowledge, ability, dedication, goals, love of other humans, and financial situation,
to name a few. Because these factors differ according to individuals, we cannot guarantee your success, progress, or any
results in any endeavor. You might not make any money, people might not like you, and failure is always a possibility - that’s
life so proceed with whatever caution or faith is appropriate for you and always make decisions right for you and your
family. Any entrepreneurial endeavor is fraught with risk, Thank God, so be smart and act wisely no matter what we say.

All this is to remind you that you are an independent and powerful adult, so here it is: You alone are responsible and
accountable for your decisions, actions and results in life, and by your attendance and use of these materials, you agree not
to attempt to hold us liable for any such decisions, actions or results, at any time, under any circumstance.

Brendon’s results and his illustrations are for insight into common best-practices, but his results are not typical as he is a
professional marketer with over 10 years experience. You may not achieve any results like his or any of his students, and on
this journey, just like any entrepreneurial endeavor, you might even struggle, lose money, or take years to accomplish
anything, if at all. Such is life. Such is business. So consult your intuition and your professional advisors, proceed with
caution and hope anytime you promote anything, and for God’s sake, please enjoy the process since no one knows how it’s
all going to turn out.

You should also know that Brendon is not a huge fan of lawyers, so he made us add this: “I am a regular human, loaded
with flaws and capable of annoying anyone just as you are, so I am unworthy of adoration or lame compliance. Question
everything I say. Test every strategy, do your own research, always do what is right for you and your family and your future
and your dreams. I am simply here to share my experience and create an environment for you to discover best practices
and ultimately your own voice and path. Listen to your heart more than me or anyone else.. and all will be well. The only
request I have is for you to be grateful for your life, work hard studying this program, and be kind to one another.”

If you have any questions or ever need anything, simply email us at [email protected].

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