How to Launch an Information Product

Pipraich Yes, you can create a webinar that produces a million dollars in sales.

It may not be your first webinar. It may not be your second. But it is possible.

I’ve done it. I’ve seen other people do it.

It depends on the content of your webinar and how you present it to get people to want to register for the webinar and take action while on the webinar.

It depends on the pitch you do on the webinar for your product, and on the product itself.

And, as always, it depends on the traffic you have access to – or are willing to pay for.

I’ve hosted over one hundred sales-focused webinars. In the beginning, I built my knowledge of
webinars by running fifty or so of a single webinar for a single product that, after about thirty webinars
and six months, could convert just about any audience who made it live on the webinar at 15% for a $1,000 product.

Since then, I’ve learned even more and have produced millions of dollars in sales with this marketing tool that’s still as effective today as it was then.

The Content

A typical webinar is one hour. Thirty to forty-five minutes of this should be pure content.


The line between content and selling should be blurry.

You’re not doing the webinar for no reason – you have a good product that can help people and you need to sell it.

So you should give as much value as possible, but always keep an eye on selling.

This means include testimonials in your content. This means include teasers that make people want to stay on the webinar longer so they can hear your offer.

This means you want to establish yourself as a trustworthy, credible person who has your attendees’ – and future customers’ – interests at heart.

Highly important is that you handle objections during the content portion of your webinar. Right now, sit down and think through the top 10 reasons people don’t buy your product.

Too expensive? Not enough time? They live outside the USA? Too complicated? Unsure if they
can do it?

Then, work these into your content. Do it subtly.

Rather than saying, “no, it doesn’t take too much time.”, give an example of someone who didn’t have a lot of time and made it work.

While you’re working in objection-handling into your webinar, give away some of your BEST strategies for FREE.

If you hold back, you will lose out on sales. Give away the juiciest, most powerful strategies you are slightly uncomfortable sharing. When you do this, people think, “WOW, if I’m getting this for free, I can’t imagine what I’ll get when I actually pay money!”

That’s what you want.

Plan for thirty to forty-five minutes of solid content. Outline it, script it out if you want, then create engaging slides that show people what you’re talking about.

The Pitch

A typical transition on a webinar from content to pitch, though it should be a bit blurry, is the “tip of the iceberg” metaphor.

“As powerful as everything I’ve showed you so far is, it’s just the tip of the iceberg…”

Like an iceberg, 90% of the mass (valuable content) lies beneath the surface.

To get the remaining 90%, they need to sign up for your information product.

After the transition, it’s time to sell your product.

Hopefully by now, you’ve blown them away with great content. Now you want to convince a percentage of them to go further with you and sign up for your product.

First, relate to their problem. Bring up the #1 problem your product solves they relate to. Remind them of it. Let them feel it.

Second, give them the solution – your product. Tell them how your product solves this problem. Give them an example or two of people who have solved this problem with your product.

Third, tell them the features of your product in the form of benefits. Rather than saying it’s “50 videos in an online course” say, “I walk you through everything you need to know in 50 step-by-step lessons. You can watch them anytime you want, at your own convenience, 24/7 in your online member area.”

Fourth, make the offer. Tell them the price and payment options. Usually, you want to start this section with a comparison of more expensive alternatives so they can see your product is a
good bargain.

Fifth, give your guarantee. Hopefully you have a big, risk-reducing guarantee that backs up your product. If not, create one. If so, explain it thoroughly here.

Sixth, give a reason to buy now. One huge benefit of a live webinar is you have a captive audience. You can produce a lot of sales by making a special offer only available to live attendees. Tell them “this won’t be in the recording” as long as you’re willing to stick to that promise. Give them a special offer only for people live. In the replay, you can always include a different, less powerful special offer. Save the best one for live attendees.

Seventh, tell them what to do – better yet, walk them through it. Give them a short URL to type into their browser. Then, with screenshots of the process in your slides, walk them through every step of signing up. Show them the landing page, show them the order form, show them how to purchase, tell them your payment options, and walk them all the way through accessing your product. This makes the process real and certain to them, which means more sales for you.

Eighth, remind them about everything you’ve told them so far. Recap the problem, proof, features, benefits, offer, guarantee, and scarcity on the table. Ideally,
have a single slide that recaps all of this. Then, tell them again what to do – buy your product.

After your pitch, it’s up to you whether you want to do a live Q&A. We typically do.

It usually results in a few extra sales and builds a better relationship with the people who don’t buy, but might on a future webinar.

If your content is 30-45 minutes, your pitch should be 15-30 minutes. That puts you at or slightly above the one hour mark, which is what people expect.

You shouldn’t lose many people at the start of the pitch. Once you’re done, especially after you’ve revealed the price and told them to go buy, then you’ll get some drop offs.

Don’t worry. Focus on the people who are still on and are interested in making a change with
your product.

The Setup

Now that you have your content and pitch all tidied up in a nice-looking slideshow to present on the webinar, let’s talk about critical items when it comes to setting up the webinar itself.

The success of a webinar comes down to four things:

  • How many people register
  • How many people show up live
  • How many people watch the replay
  • How well it converts into sales

We’ve already talked about the fourth one – get people to buy by giving away great content and crafting a great on-webinar pitch.

To get people to register for the webinar, you need traffic, which we’re not going to get into today, and a compelling webinar registration page.

Most of the time, we use good ol’ GoToWebinar and its built-in registration page for webinars. It seems to convert the best and is the easiest to set up.

When you setup your webinar, make sure to put in a compelling title. For good title ideas, look up classic advertising headlines (e.g., search “100 advertising headlines” in Google) and find one you can modify to fit your webinar. Put that in as the title of your webinar.

Then, in the description of you webinar which shows up on the registration page, write it like a mini sales letter. Grab people’s attention, talk about their probltem, give them the solution (attend your webinar), talk about the benefits they’ll get from attending, and give them a reason to join live (like a special bonus or strategy for live attendees).

To get people to attend live – and we don’t always get this right – you want to give a compelling reason to show up live and remind them like crazy.

Offer a special bonus or special strategy ONLY for live attendees. Also tell them about the live Q&A so they can ask you questions and get answers on the webinar.

Add a custom thank you page after people register with text or a video that reminds them the value of showing up live.

To remind them to show up live, I like to add the maximum number of follow up emails in GoToWebinar at 24 hours, 2 hours, and 1 hour before the webinar.

Then, either with a custom registration page or on the thank you page, get people to opt-in to receive text message notifications or Facebook Messenger notifications with reminders about the webinar.

Then, also follow up with them through your own email system – don’t just rely on GoToWebinar.

With this setup, you’re following up with them through GoToWebinar’s email system, your own email system, and text message or Facebook Messenger.

Plus, you’re giving them a reason to show up live.

Doing this, you should be able to get your show up rate from a typical 20% to 30-40%.

The more people you get live, the more sales you’ll make.

Next, after the webinar is over, if you’re offering a replay, your goal is to get as many people as possible to watch that and buy your product.

I like to put an expiration date on the replay (typically 3-4 days after the live webinar). Tell people they have to watch the replay by then because it’s being removed.

It’s also a good idea to have a scarcity offer for replay viewers as an incentive to get them to buy your product after watching the replay.

If done right, you can double your live webinar sales with the replay promotion.


To create a million dollar webinar, meaning a webinar that produces at least a million dollars in sales in one promotion or multiple promotions, you need three things:

  • Great content
  • A great pitch
  • The right setup

For content, give away your best strategies live. Don’t hold back. Your audience will love it and you’ll produce more sales. Plus, remember, even though you’re giving away free content, your ultimate goal is to sell your product. So work in testimonials and objection-handling throughout your content.

Then, transition into the pitch. Tell them the problem it solves, the features and benefits, the offer details, about the guarantee, and why they should buy now on
the webinar.

Once you have a great webinar ready, make sure you get it set up right. You need to get people registered which you do by writing your registration page like a sales letter. You need to get people show up live by giving them a special bonus and by following up like crazy. Then, lastly, you need to get as many people as possible who didn’t make it live to watch the replay.

You do these three things and you’ll do well with your next webinar.

Do you have a webinar or sales you want feedback on?

Soon, I’m going to pick 5 people to do a FREE full launch analysis and review. One of them could be you 🙂

I’ve personally planned, executed, and analyzed over $100 million in launches of online information products. I’ve written the copy, planned the launches, and, a lot of the times, even run the ads.

Now I want to see if I can help you make more sales with your information product.

Click here to apply for a FREE launch analysis and review by yours truly, Matt Clark.

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