How to have an effective webinar: the 30/40/30 formula - Kathleen Celmins
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How to have an effective webinar: the 30/40/30 formula

Today I am talking about my formula for effective webinars. It’s the 30/40/30 approach.

I believe we are at the very beginning of making money on the internet. Sometimes it feels like everything’s already been done before. That could have been said when Shakespeare was writing though – that everything had already been written. In 20 years’ time, we’ll look back on this as a beginning.

We’re starting to see more people work remotely, working for other solo entrepreneurs, not just major corporations. I’m dedicated to the idea that you have something in you that you can teach others and make money off of it. Webinars are a really good way to showcase your expertise to help sell more of your offers.

30/40/30 approach – formula for an effective webinar

When you set up a webinar it’s really easy to go astray. Doing the wrong thing during a webinar is kind of like making a wrong turn when you’re driving somewhere. Chances are you’ll be able to course correct, get back on your way and still make it to the endpoint. But if you make enough wrong turns, you’re not going to end up where you want to go.


The first 30% of your webinar is about Transformation.

Talk about where your audience member is now, and where they are going to be after they have found the solution that you’re offering. When you’re developing your webinar you need to really think about the endpoint. What one problem – a big, uncomfortable problem, are you solving with your offer?

  • DO lead with value
  • DON’T show endless pictures of stock images of laptops on the beach
  • DO introduce yourself, but not at the beginning — remember, this webinar is NOT about you, it’s about them and what your offer can do for them
  • DON’T prattle on about yourself — this is not your parents’ annual Christmas letter!
  • DO let your audience know they’re in the right place



30/40/30 formulaTeaching

Then, the middle 40% about Teaching your topic.

Your five steps, your 20 mistakes – whatever framework you end up using, that’s when you do a high-level overview. The part of Teach that is really important is that you’re not getting into the nuts and bolts. What you’re doing instead is establishing yourself as the expert, the person that needs to be paid attention to, the one who knows what they’re doing.

And you want to give them just enough.

You want to make sure that you are giving people a reason to be there because you don’t want to waste their time. You don’t want the 45 minutes they’re spending with you to feel like it was a waste of time. But you also don’t want to give away five months of content in 45 minutes. So there’s a balance there.

It’s like the appetizer. You want to offer just enough so that they still want to eat the main course, which is what you’re offering.

  • DO use testimonials to allow someone else to talk about how great you are
  • DON’T get caught up in the weeds of what you know — remember, people signing up already believe that you know what you’re talking about, you don’t have to prove anything!
  • DO know how to answer “What’s in it for me?” for your audience
  • DO transition into the TRANSACT section naturally


That teaching is what leads up to the last 30%, which is the Transaction.

This is where I see people go wrong. Yes, you need to spend 30% of your webinar talking about the sale. That is a lot more than people are typically comfortable setting up the sale, but there is a whole host of research behind why you want to set it up that way.

You offer value, and more value, and more value. It’s called an offer stack, and the data does not lie.

When you’re doing it yourself, and especially if you’re doing it live and you’ve done it a bunch of times,  it really sounds like you’ve repeated yourself so much that how could anybody not know what you mean by now. But remember, everybody is new to it except you. So when you’re setting it up, you tell them that exactly what they get and that is why people end up buying from you.

  • DO offer bonuses to encourage people to act quickly
  • DON’T use any language that you wouldn’t respond well to when you’re pitching
  • DO spell out your offer several times, listing values alongside
  • DO give them a choice: the slow but free way or the fast expensive way
  • DO add bonuses to encourage people to buy
  • DO your webinar live so there’s REAL scarcity, not something made up by an arbitrary clock based on how they sign up
  • DO show a clear call-to-action — buy now or set up a call — based on the price of your offer

I really love setting people up with the Transaction. What we do when we work with people is we give them the whole thing so that all they have to do is read it, and then when they’re reading it, then it doesn’t feel like they’re selling. They don’t feel sales-y and they don’t feel yucky, which is the real benefit.

So those are the three things you should be setting yourself up for. It’s a 30/40/30 approach: Transform, Teach, Transact.
And if you want to learn more, set up a free 15-minute call to tell me about your business!

Case study:

How we earned $100,000 in a year on a digital product

Get the three things that made the most difference when we marketed a digital course and it earned $100,000 in just 12 months.

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