The live webinar that sells your course: a 90-minute run sheet

Automated webinars scale; live ones sell. On a live stream you see the chat, hear objections the moment they appear and answer them with your voice instead of a third email. Here is a 90-minute structure you can run this week — and the math worth doing before, not after.

Do the math before you spend on ads

A webinar is not a free channel. Napkin example: ads at $0.60 per registration, 600 registrations — $360 of budget. 35% show up (210 people), roughly 40% of them stay until the offer (84), and 8% of those buy — 7 sales. At a course price of $150 that is $1,050 in revenue.

Where is the lever? Lifting purchase conversion from 8% to 10% adds two sales. Lifting the show-up rate from 35% to 50% puts 90 more people in the room and adds about three sales for the same budget. So put your effort into the gap between "registered" and "showed up", not into prettier slides.

The seven days before the stream

• right after registration — thank you, date, an "add to calendar" button and one question: "what is your biggest difficulty with this topic?" The answers become your webinar material;
• 3 days out — a short piece of useful content, not an announcement;
• 1 day out — "tomorrow at 7pm, here are the three things we cover";
• 2 hours out — a reminder;
• 15 minutes out — "we go live in 15 minutes, here is the link";
• 5 minutes after the start — "we have already started, come in".

The last two touches give the biggest lift in attendance and are the ones most often skipped. If your audience lives in Telegram, run the sequence with a bot rather than email.

The 90-minute structure

0–7 min. The entry point. Start on time with a promise: what the viewer will know in ninety minutes and what they can do tomorrow. Give a micro-task in chat immediately — people who type in the first five minutes stay to the end far more often than silent viewers.

7–20 min. The big idea. One claim that changes how the listener sees the problem. Credentials get sixty seconds, and only the ones that prove your right to speak on this topic.

20–55 min. Three content blocks. Each follows "problem → mechanism → example with numbers → what to do today". Give real value: people do not pay for information, they pay for structure, feedback and accountability.

55–70 min. The bridge. Say honestly how long it takes to assemble the system alone and what usually breaks along the way.

70–85 min. The offer.

85–90+ min. Q&A. Do not end the stream after the offer — the first payments often land during questions, when people see you answer specifically.

The offer takes 15 minutes, not 15 seconds

What must be said out loud:

1. Who it is for and who it is not for. A direct "if you do not have a product yet, this is not for you" builds more trust than any testimonial.
2. The program by modules, with the outcome of each module rather than a list of topics.
3. The price, spoken. Say the number, then explain what makes it up.
4. A deadline and a real reason for it — cohort start, limited assignment-review slots.
5. A guarantee you can honour without arguments.

Then close three objections by voice: "too expensive" — reframe it as the cost of the one mistake the course prevents; "no time" — show the honest weekly hour budget; "I will not finish it" — the most honest objection in online education, and the answer is course design: deadlines, community, graded assignments and progress mechanics.

The 72 hours after

Roughly half of the payments arrive in the two or three days after the stream, not during it.

• Day 0: the replay and the payment link — to attendees and to no-shows, with different copy for each.
• Day 1: answers to three to five real questions from the webinar chat.
• Day 2: a deadline reminder in the morning and one more two hours before closing.

Everyone who opened the checkout page and did not pay belongs in your CRM with a specific status and a real conversation, not in an anonymous list.

Technical minimum

Audio beats video: a lavalier or dynamic mic matters more than the camera. Keep two screens — slides on one, chat on the other. Agree on a backup channel in advance in case the stream drops. And put a moderator in the chat.

Five mistakes

1. Starting ten minutes late — half the room is already gone.
2. Forty slides of theory without a single numeric example.
3. An offer crammed into the last ninety seconds.
4. No deadline, so no reason to decide today.
5. No plan for the next three days.

Instead of a summary

One webinar tells you more about your market's objections than a month of reading comments. To keep it from becoming manual labour you need infrastructure: a registration page, a reminder sequence, payments, course access and a CRM that shows everyone who came close to buying. CREO puts that in one place: a sales page builder, Telegram funnels, WayForPay and Stripe payments, a CRM, and gamification that keeps course completion at 70–80%. The platform is built by people who have taught more than 100,000 students themselves, and support replies in about 15 minutes.

Beta testing starts in August 2026. Join the early-access list at platform.creo.ua — beta testers will be first to run their school through an AI agent over MCP.