Did you know that YouTube has 2.2 billion users worldwide?
That’s around 27% of the total population of the planet… So it’s probably safe to say that whoever your ideal customers are, you can find them on YouTube!
And the most straightforward way to reach your target audience on this platform is via paid ads.
Want to learn how to create a YouTube ads funnel that converts?
What Is the Value Ladder Sales Funnel?
We believe that the most effective way to sell anything online is the Value Ladder sales funnel.
It was created by our co-founder Russell Brunson who then used it to take ClickFunnels from zero to $10M+ in annual revenue in just one year (it’s at $100M+ now!).
This sales funnel has four stages:
- Bait. You offer the potential customer your lead magnet in exchange for their email address.
- Frontend. You offer the potential customer your least expensive and least valuable product or service.
- Middle. You offer the customer a more expensive and more valuable product or service.
- Backend. You offer the customer your most expensive and most valuable product or service.
Ideally, you also offer a continuity program of some sort, meaning, a subscription product that generates recurring revenue.
The reason why this sales funnel works so well is that it allows you to:
- Start the relationship with that person by offering free value.
- Nurture that relationship by continuing to provide free value via email.
- Build trust by providing progressively more paid value at each stage.
Here’s how Russell explains it:
What Is a Webinar Funnel?
A webinar funnel is a variation of the Value Ladder sales funnel where you use a free webinar as your lead magnet.
Here’s the main idea:
You send traffic to the lead magnet landing page aka webinar registration page.
Then you host the webinar, provide free value as promised, and pitch your frontend product at the end.
And if someone registered for the webinar but didn’t attend it, you send them a link to a webinar replay.
Russell used webinar funnels to grow our company super fast in the first year – he would do 5-7 webinars a week. Sometimes even 2-3 webinars a day!
This sales funnel is probably best suited for YouTube ads, which is why we are going to focus on it in this article.
How To Build a YouTube Ads Funnel
Okay, enough with the theory, it’s time to get to the nitty-gritty. How can you build a YouTube Ads webinar funnel?
Here’s a simple six-step process that you can follow:
Step #1: Create a Super Informative Webinar
The word “webinar” stands for “web seminar”.
It’s a 45-60 minute presentation on a specific topic.
So how can you structure it in a way that helps you generate sales?
Provide a Ton of Free Value!
Your presentation should be valuable in and of itself – you want people to leave feeling like they have learned something even if they decide not to buy your product.
In other words, it needs to be an actual web seminar that teaches your ideal customer useful stuff, not just an hour-long pitch for your frontend product.
Otherwise, it will look like a bait and switch where you promised one thing but then delivered something else instead.
Make Sure That Your Presentation Is Engaging
Keeping someone’s attention for an hour can be quite a challenge – especially online when there are so many distractions just one click away.
That’s why you need to make your presentation as engaging as possible:
- Create an emotional connection via empathy. You want to show your audience that you understand what they are going through. Make sure to do that before getting into the main topic.
- Use the power of storytelling. One of the best ways to show empathy is to tell your own story. What struggles have you overcome that are similar to those that your ideal customers are dealing with right now? You also want to use captivating stories to illustrate the points you are making- your webinar shouldn’t be just dry information.
- Stay upbeat! Your emotional state will affect the emotional state of the attendees. If you are bored yourself and read the script in a monotonous voice, they will also start feeling bored. But if you are enthusiastic about the topic, they will be more likely to be interested as well.
Obviously, staying upbeat means something different for every person, so make sure that you remain true to your personality. Otherwise, you might come off as fake… And no one trusts fake people!
Be Confident When It Comes To Pitching Your Product
Transitioning into your sales pitch can be challenging.
This is where people start mumbling, stuttering, and just generally being awkward. Fortunately, there’s an easy way to avoid all that.
Use this script:
“So now I’d like to offer you guys something that I’m really excited about. It’s something that I think is going to change tons of lives and businesses for the better. But I don’t want to do it without your permission. If you guys want to learn more about [PRODUCT/SERVICE] then just type “Yes” in the chat bar.”
And if no one says yes, you can give it one more try:
“Okay. Well I don’t want to take up too much of your time. But I really think this is going to be a game-changer for you. Is it okay if I just spend 10 minutes showing you this offer I put together?”
If people feel like they have learned a lot from you, they will probably want to hear about your offer.
And what if they don’t?
Well, that’s going to be awkward, no doubt about that… But you’ll survive.
Simply thank everyone for their time, end the webinar, then go back to the drawing board, figure out what went wrong, and create a better presentation.
Hire a Graphic Designer To Help Create Your Presentation
A typical webinar is a slideshow presentation with a voiceover.
While professionally designed graphics aren’t a necessity, it’s important to understand that the images that you use for your slideshow will affect the way the webinar attendees perceive you.
People won’t be inclined to trust you if what they see on the screen looks like it has been drawn with MS Paint by a toddler.
That’s why you might want to consider hiring a graphic designer on UpWork to help you with that if you aren’t that confident in your own graphic design skills.
Be Upfront About Pre-Recorded Webinars!
You don’t need to host the webinar live every time.
In fact, if you don’t want to, you don’t need to do that at all – you can simply use a pre-recorded presentation in your webinar funnel.
However, if you choose to go the pre-recorded aka evergreen webinar route, make sure that you are upfront with the attendees about it.
This means that you might need to come up with a different transition into your product pitch than the one provided above.
The reason why it’s so important to make it clear that it’s a pre-recorded webinar is that the whole Value Ladder concept is based on building trust.
So it doesn’t make sense to lie to your webinar attendees – if people realize that you are lying, that will destroy whatever trust they had in you.
There are also obvious ethical issues with lying but even from a purely business perspective, it’s a terrible idea.
So don’t do it.
Want to learn more about creating webinars that sell?
Check out “Perfect Webinar Secrets” where Russell shares his approach to creating high-converting webinars!
Step #2: Create a Registration Page For Your Webinar
Now that you have your webinar ready, it’s time to create a registration page for it.
We recommend going with a simple squeeze page that has these three key elements:
- A headline that conveys what your webinar is all about. We recommend avoiding the word “webinar” – use words like “web class”, “masterclass”, etc. instead. Also, your headline is supposed to pique curiosity, so make sure that it’s intriguing but doesn’t give too much away.
- An opt-in form where the potential customer can type in their email address. It can be either displayed immediately or shown after they click the call-to-action button.
- A call-to-action button that encourages the potential customer to register for the webinar.
You might also want to experiment with elements that add scarcity such as countdown timers.
Here’s an example of a registration page that we are using for one of our webinars:
Step #3: Create an Irresistible Frontend Offer
The purpose of the frontend offer isn’t to make you loads of money, it’s to convert leads into paying customers.
That’s why we recommend creating a product that is designed specifically for that purpose.
Follow this formula:
Low Price + High Value = Irresistible Offer
The ideal price point for a frontend offer is $7 because it’s a price that:
- Isn’t low enough to make the potential customer question the value of that product.
- Isn’t high enough to make the potential customer stop and think twice before buying it.
Once you have converted that lead into a paying customer, then you can start offering them more expensive products by following the Value Ladder sales funnel structure.
Step #4: Create a Sales Page for That Frontend Offer
You also need a sales page for your frontend offer.
Here are the three key things to keep in mind when writing sales copy:
The distinction between features and benefits is one of the most important copywriting principles:
- A feature is a quality or a function of a product (e.g. “These shoes are waterproof”).
- A benefit is the value that the customer will derive from that product (e.g. “These shoes will keep your feet dry”).
People buy because of the benefits – we don’t buy waterproof shoes just to have waterproof shoes, we buy them because we want to keep our feet dry.
That’s why your sales page copy needs to be focused on the benefits. What do people hope to achieve by buying your product? Emphasize that.
Provide Social Proof
Social proof is a persuasion principle.
It says that when we are unsure of what to do, we look at what others do in order to make a decision.
Here’s what that means in the context of sales page copywriting:
Everyone knows that you are biased when it comes to your own product. Of course, you claim that it’s amazing. You stand to profit from the sale.
That’s why potential customers are more interested in what other people have to say about you, your company, and your product.
You want to provide as much social proof as you can to help them make a decision:
- Showcase customer testimonials.
- Display “As Seen On” media badges.
- Mention relevant credentials, accomplishments, numbers, etc.
There’s no such thing as too much social proof as long as it doesn’t distract the potential customer from buying your product – if you’ve got it, flaunt it!
And if you don’t have any social proof yet, then go out there and get it!
Provide a 30-Day or a 60-Day Money-Back Guarantee
You want to remove all financial risk from the buying decision by providing a 30-day or a 60-day no-questions-asked money-back guarantee.
It’s best to display it next to the “Buy” button so that it would be impossible to miss.
Dating coach Matthew Hussey provides a 60-day money-back guarantee for his product “The Momentum Texts”.
He displays it right under the “Get My Download” button:
Step #5: Create Your YouTube Ad
We all hate YouTube ads and hit that “Skip Ad” button the moment it appears. So how can you get your ideal customers to watch your ad?
We recommend using the Hook, Story, Offer framework:
- Hook: Grab the potential customer’s attention.
- Story: Tell them a captivating story.
- Offer: Present your offer.
Here’s how Russell explains it:
The most important part of your ad is the hook. How will you grab the potential customer’s attention before that “Skip Ad” button appears?
Your hook needs to be a “pattern interrupt” – it needs to stop the viewer in their tracks and make them pay attention.
You can achieve that in various ways:
- Going for shock value – using shocking images, controversial statements, scary statistics, etc.
- Demonstrating your skills – this works well if you are teaching skills that look impressive on camera (calisthenics tricks, cooking, etc).
- Using humor – a well-crafted joke can work well here, especially if it’s accompanied by relevant visuals.
- Challenging conventional wisdom – making a controversial statement that goes against the consensus in your niche.
- Creating an emotional connection via empathy – demonstrating that you understand the potential customer by invoking the pain they feel and empathizing with that pain.
- Targeting people’s fears – mentioning something that your potential customers are afraid of.
- Targeting people’s dreams – mention something that your potential customers dream about.
There’s no one-size-fits-all hook recipe, it all depends on your target audience.
Of course, you also need to keep your brand image in mind – you don’t want to go overboard with shock value, etc. just to get people’s attention.
The most popular YouTube video ad ever is probably Tai Lopez’ “Here In My Garage (Official): Lamborghini, Knowledge, And Books With Tai Lopez” which has 71M views.
It starts with this hook:
“Here in my garage, just bought this new Lamborghini here…”
Tai’s target audience is aspiring entrepreneurs so the opening line is sure to get their attention.
Then he starts telling a story about how he used to live in a little town, sleep on a couch in a mobile home, had only $47 in his bank account, no college degree, no opportunities…
And then he pitches his lead magnet which is a video with three lessons that helped him get to where he is today.
Meanwhile, our most popular video ad that has 2M views is called “ClickFunnels – This Gold Digger Got Rich Painting Nude Squirrels”.
Here’s its opening line:
“Meet Steve, an office worker who is about to get his first gold digger..”
And the whole ad is so whacko that you can’t help yourself but watch it until the end.
Keep in mind that people go to YouTube to seek entertainment – so your video ad has to be entertaining if you want to get them to watch the whole thing!
Continue Providing Free Value!
Look, no matter how great of a salesperson you are, you won’t be able to convert all of your webinar attendees into paying customers. And that’s okay.
What’s important is that now you have their email addresses. That allows you to continue providing free value.
They might not be ready to buy today, this month, or even this year…
But if you stay in touch with them, you will be the first person that comes to their minds once they decide that they are ready to invest in a solution to a problem that your product addresses.
So don’t just host a webinar and leave it at that. Continue providing free value, nurturing those relationships, and building trust. Play the long game and you are going to win in the end.
Want Russell To Show You How To Build Your First Sales Funnel?
Let’s keep it real:
Building a sales funnel from scratch can seem like a daunting task.
That’s why we created our 5-Day Challenge where Russell walks you through it step-by-step.
You will learn how to:
- Generate unlimited leads.
- Create your first lead magnet.
- Build your first sales funnel.
- Create a simple 6-email follow-up sequence.
- And launch your funnel
…in just five days.
So don’t hesitate.