If You Want To Make Millions With Webinars In 2026, Watch This
A 19-year webinar veteran rebuilds the content, topic, offer, and traffic playbook for a world where YouTube already gave away the free stuff.
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yesterday
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educational
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Big Idea
The argument in one line.
Because free information is no longer scarce, winning webinars in 2026 shift from teaching how-to detail to curating what matters, from broad topics to narrow scarce ones, and from selling plain courses to selling AI-powered outcomes.
Who This Is For
Read if. Skip if.
READ IF YOU ARE…
You run or plan to run webinars to sell a course, coaching program, or software offer.
You have an existing course or content-heavy offer that has started converting worse than it used to.
You're deciding whether to build an AI component into your product or offer and want a proven framing for pitching it.
You promote webinars via paid ads, organic social, or email and want to know which lever matters most in 2026.
You want a working model for using AI to mine years of customer communication for proof/testimonials.
SKIP IF…
You've never run a webinar and want a beginner's step-by-step script — this assumes you already know the basic format.
You're looking for slide-deck templates or a done-for-you presentation — this is strategy, not swipe copy.
TL;DR
The full version, fast.
Webinars still generate outsized revenue for advised clients, but the old 'useful but incomplete' content trick has stopped working because YouTube made detailed how-to information free and abundant. The fix is to curate rather than educate: give high-level concepts that remove limiting beliefs, use video/b-roll instead of static slides, and pick narrow topics scarce enough that no free alternative exists, since scarcity — not tactics — drives both show-rate and topic selection. On the offer side, plain courses are losing value because they aren't scarce; the scarce asset now is a working AI solution, positioned either as something attendees build themselves during the webinar or buy pre-built, often paired with AI-enhanced coaching. AI also compresses proof-gathering from tens of hours to a fraction of that by mining historical customer communications for provable wins. Promotion splits into paid ads (creative volume is the lever), email (still works in some niches but is declining), and social (give-first, softly signal the webinar exists, then match webinar depth to the audience's prior free content so it doesn't feel like a mismatched pitch).
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Claims webinars still outperform for 9-figure advised businesses; establishes 19 years of experience, the book One to Many, and clients like Alex Hormozi and Zoom.
01:08 – 03:14
02 · The old content playbook is dead
The 2008-era 'useful but incomplete' content formula is named and rejected; Fladlien explains he spent a decade perfecting a step-by-step model instead, published in One to Many.
03:14 – 04:50
03 · Curation beats education
YouTube made detailed how-to information free and abundant, so the presenter's job shifts from teaching mechanics to curating which high-level concepts matter — 'air traffic controller' framing.
04:50 – 06:06
04 · Video and b-roll over slides
Modern webinar platforms make it easy to cut in real video clips instead of static slide decks, unlike the GoToWebinar era; almost nobody is using this capability yet.
06:06 – 07:09
05 · Show rate is about scarcity, not tactics
Show rate is driven by how scarce the topic's information is, not SMS reminders, retargeting, or indoctrination sequences.
07:09 – 07:19
06 · Go narrow
Topics must be specific enough that no free alternative exists; design for audiences of thousands, then scale once a track record is built.
07:19 – 08:04
07 · The new offer: courses aren't scarce anymore
Courses still work but no longer carry the value they used to since they aren't scarce; the offer must contain something genuinely hard to get elsewhere.
08:04 – 11:11
08 · AI as the scarce offer component
A functional, plain-language AI solution is framed as the most scarce thing across every market tested (make-money, weight loss, parenting, dating). New format: teach attendees to build their own AI live, then sell the pre-built version. Coaching plus proprietary AI is the next scarce combo.
11:11 – 12:21
09 · AI for proof mining
AI collapses the 10-40 hours once spent hunting for customer wins across communications into a fraction of the time, illustrated with a trading-room client example.
12:21 – 13:23
10 · Promotion channels: paid, social, email
Clients split across paid ads, social, and email; email use is declining industry-wide but still works in some niches.
13:23 – 13:30
11 · Paid ads: creative volume is the lever
Cold paid traffic requires shooting hundreds of new ad creatives per month and running the webinar live weekly to convert cold leads.
13:30 – 14:30
12 · Social: give-first, match depth to audience
Social clients build trust by giving value for free first, then softly point toward the webinar for people who want to go deeper; a generic webinar mismatches an audience already educated on social.
14:30 – 14:47
13 · Close: fundamentals still matter
Closes with the 'mom who cut the ham in half' analogy — know why the old rules existed before you change them — then plugs One to Many and his webinar trainings.
Atomic Insights
Lines worth screenshotting.
The 'useful but incomplete' webinar content formula that dominated for two decades is now obsolete because YouTube made detailed how-to content free and abundant.
Modern webinar presenters should act like an air traffic controller curating what matters, not a teacher explaining how to do it.
Scarcity of information around a topic — not SMS reminders, retargeting, or indoctrination sequences — is the single biggest driver of webinar show rate.
Going narrow on topic selection isn't just a nice-to-have anymore; broad topics that used to convert are now harder to make work because free alternatives exist.
Plain courses are losing value as a webinar offer because courses are no longer scarce in most markets.
The most scarce asset in almost every market right now is an actual functional, plain-language AI solution — true in make-money niches and equally true in weight loss, parenting, and dating.
A high-converting AI offer format: teach attendees how to build the AI solution themselves on the webinar, then sell them the version you already built as the easier alternative.
AI can cut proof-gathering time by roughly 90%, turning what used to take 10-40 hours of scanning customer communications into a fast, systematic search for provable wins.
The number of paid-ad creatives run per month, not the webinar content itself, is the real lever for making cold traffic work — some clients shoot hundreds of new creatives a month.
For social-driven audiences, matching the webinar's depth and specificity to what the audience already consumed for free is critical — a generic '3 secrets' webinar mismatches an audience that's been given real value on social.
Coaching paired with a proprietary AI trained on real coaching sessions is a new scarce offer component because the market hasn't seen it broadly deployed yet.
Email is declining as a primary webinar promotion channel due to inbox saturation, though it remains the gold standard in select niches.
Webinars aimed at an existing customer base (rather than cold traffic) can be run just once a year and still pull in millions when the topic and offer are dialed in.
Takeaway
Scarcity, not tactics, is what still sells on a webinar.
WEBINAR STRATEGY
As free how-to content becomes abundant, the winning move is to curate high-level insight, pick a topic nothing else covers, and sell a scarce outcome — usually a working AI solution — instead of another course.
Detailed step-by-step teaching has stopped differentiating webinars because YouTube already gives that away for free — shift content toward curated, high-level insight instead.
Show rate is driven almost entirely by how scarce the topic's information is, not by reminder sequences, retargeting, or other logistical tactics.
Narrow, specific topics beat broad ones today because broad topics almost always have a free alternative somewhere online; design for a market of thousands first, then expand once you've built a track record.
A plain information course is no longer a scarce enough offer on its own — pair it with, or replace it with, a working AI tool that solves the problem directly.
Letting a prospect choose between building a solution themselves (using what you just taught) versus buying the pre-built version is a clean way to sell an AI-powered offer without alienating either audience segment.
AI can replace tens of hours of manual searching through customer communications for proof and testimonials, making stronger social proof achievable in far less time.
For paid traffic, the number of ad creatives produced per month matters more than optimizing the webinar itself.
For social-driven audiences, match the depth and specificity of the webinar to what that audience has already been taught for free — a generic pitch webinar will feel like a bait-and-switch to a well-educated audience.
Understand why an existing best practice was created before changing it — some rules from the old playbook still apply and shouldn't be discarded just because they're old.
Glossary
Terms worth knowing.
Useful but incomplete
A classic webinar content approach that teaches just enough for the audience to understand the problem without giving them enough detail to solve it themselves, intentionally reserving the how-to for the paid offer.
Show rate
The percentage of people who registered for a webinar who actually attend it live; driven primarily by how scarce and desirable the topic is.
Going narrow
Choosing a highly specific webinar topic addressed to a smaller audience (thousands, not tens of thousands) so there's no readily available free alternative covering it.
AI as customizer
Using AI to adapt general course or coaching advice to each individual customer's specific situation, turning static information products into personalized ones.
Resources
Things they pointed at.
00:40bookOne to Many
00:40channelAlex Hormozi
00:40productZoom
07:41book$100,000,000 Offers (Alex Hormozi book)
08:08productProduct-e Class
Quotables
Lines you could clip.
00:00
“Webinars are still the best way to print money at scale.”
“Was there a way to be useful and complete and still sell as much, if not more, than anyone had ever sold before?”
reframes the classic scarcity-tactics debate as a solvable design problem→ IG reel cold open↗ Tweet quote
05:55
“It's not fancy SMS reminders, and it's not retargeting, and it's not indoctrination sequences, and it's not any of that tactical bullshit. It's the topic.”
punchy list-then-reveal structure with a swear-word punch→ TikTok hook↗ Tweet quote
08:16
“Remember, scarcity is the biggest driver of value.”
See every word as it's spoken — crank it to 2× and still catch all of it. The same dual-channel trick behind Amazon's Kindle + Audible.
17px
metaphoranalogystory
00:00Webinars are still the best way to print money at scale. The 9 figure businesses that I advise on this stuff are seeing a higher upside on their webinars than at any point in history, but almost no one is using webinars correctly these days. And as a result, they're leaving millions of dollars on the table.
00:16So I figured I'd drop this video to share with you publicly some new strategies that only my $5,000 per hour consulting clients have access to. So if you're doing webinars or thinking about it, this then is gonna be the best damn video on YouTube you're gonna find on the topic.
00:32My name is Jason Fladlin, and I've been doing webinars for the last nineteen years. I wrote the best selling book, One to Many, on the topic. I've advised people like Alex Hermosy on webinars, as well as companies like Zoom, and I've written more than a few webinars that have done over $10,000,000 in sales.
00:47And so what has changed in the webinar game? A lot. Like how you market your webinar, and what topic you should choose for your webinar, and the offer you make on your webinar, and the content you deliver.
00:58It's all different now, and I'm gonna cover each part in this video. But before I get there, let's clear something up real quick. Using the old playbook can still work great, but great isn't good enough for me.
01:11I'm in the business of breaking records. So even though I'm the webinar goat, I'm constantly perfecting new strategies to match current market conditions.
01:21And the biggest area for improvement for most webinar presenters right now, the content section. When I started doing webinars back in 2008, there was one main approach to the content section, useful but incomplete.
01:32The theory went like this, give them just enough so they know what to do, but not enough to know how to do it. Yeah. Gross.
01:39But, you know, I get it. There were so many marketers who were trying to do it the other way, where they were giving value and teaching their hearts out only to watch zero people buy at the end. So useful but incomplete became a safe play.
01:52You could pull in decent sales even if you were kinda screwing over the very customers that you claimed to serve. But I had a question. Was there a way to be useful and complete and still sell as much, if not more, than anyone had ever sold before?
02:06So little Jason Fladlin from Nowheresville, Iowa, he thought so, and I was crazy enough to try it. And it turns out, I figured it out.
02:15There was a way to show something step by step, teaching people exactly what to do to get the result that they wanted in a way that empowered them instead of confused them. And if you framed it just right, people would realize, oh, if I did this on my own, I'd save money, but it would cost me time and effort. So maybe buying is actually the smarter move.
02:35And I perfected this model for the next ten years, and then I published the book, one to many, breaking it all down step by step. The content formula in this book still miles better than what most people do today. What I'm doing for clients right now, I'm building on top of it.
02:49Because you gotta ask yourself, what's changed in the last ten years? And the answer is staring you right in the face. I'm talking about YouTube.
02:57Information you used to have to pay big money for is now being shared for free on YouTube, and the free stuff is 10 times better than the stuff that you used to have to pay for. Most information is no longer scarce. In fact, it's overwhelming.
03:09So if we pile even more information onto our prospects, we're making their lives worse, not better. We still need to use information to sell on webinars, but the kind of information we use has changed.
03:21The focus is less on the how now, and it's more on the what. Specifically, what information actually matters and what information doesn't.
03:29So you're more like an air traffic controller these days than you are a teacher. You now should focus on high level concepts because your audience is confident that once they know what to solve for, they can find the free stuff on YouTube to solve it. So you don't need to get into the weeds anymore.
03:43I used to have to spend twenty minutes on a webinar walking through something click by click, slide by slide, just to solve one simple problem. It was tedious, but it was necessary.
03:54Now, it's a waste of time. The focus now is on curation, not education.
03:59Out of all the knowledge available on a topic, what is most important for the audience to be aware of that will remove their limiting beliefs during the content section while setting up your offer at the end. More on that shortly. There's another aspect of the content section we're leveraging like crazy these days that I see almost no webinar presenters tapping into.
04:17You can produce, use b roll, and demonstrate at a rate never seen before. When I started GoToWebinar was the platform of choice and it didn't even support sharing a webcam. It was slides all day, and God forbid, you tried to share a video clip on a live webinar.
04:31It was nearly impossible to do it smoothly. So sometimes I'd have to spend hours on a slide deck just to animate slide by slide a demonstration that kinda looked like a video because that was more effective than trying to stream an actual clip. But these days, all the major webinar platforms let you share video clips just as easily as slides.
04:48So if you wanna quote Warren Buffett, you don't have to put it on a slide as text and read it out loud. You can find the actual clip online and integrate it into your presentation as long as the rights allow.
05:00And now you're showing your points instead of just telling them. You can also edit and animate with video easier than cheaper than ever. So instead of boring slides like title, bullet point, bullet point, stock photo, you can now produce video clips to demonstrate the points that you're making.
05:14Yet almost nobody's doing this because they're used to doing webinars the way we've done them for the last twenty years. True for your content, and it's also true for your webinar topic. Wanna know the number one way to increase your show rate on a webinar?
05:26It's not fancy SMS reminders, and it's not retargeting, and it's not indoctrination sequences, and it's not any of that tactical bullshit.
05:35It's the topic. The more scarce information is around a topic that people are desperate to learn about, the better your show rate will be. Listen, people don't wanna show up to webinars.
05:45They never did. What they want is to spend the least amount of time possible to solve a major problem in their life.
05:53So if they think that there's a more convenient way to solve that problem, like a podcast or a YouTube video or an Instagram reel or a school community, they'll opt for that instead of coming to your webinar because then they can consume it on their schedule instead of yours. So it's always been true that scarcity of insight drives attendance.
06:09You just have to use brain more these days to pick the right topic. And all the usual suspects of past webinar topics that used to print money are now more difficult to make work right out of the box. So you must go narrow.
06:20Make your webinar so specific on a topic that there's no free alternative to it. And you should have always done this anyway. I've been preaching this for the last twelve years.
06:29Go narrow because scarcity is always the dominant driver of value. It's just now more necessary to your success than ever before.
06:37So here's what you do. Design webinars around topics that have a scarcity of free information that would also attract audiences who are likely to spend money on a really good solution. So think in terms of audiences of thousands at most, and then scale from there because I still do lots of work with ultra broad topics with my biggest clients, but they have brand.
06:56People know who they are, so we can be one of the few in any industry that goes wide and still makes it work. But we almost always get there through the initial narrow. We change a thousand people's lives on a very specific slice of a topic, get the rep in the marketplace, continue to beef up the offer along the way, and soon we hit the whole market with our offer.
07:16Speaking of offers, the new webinar offer strategy. I'm the webinar goat, but really it's because I'm the offer goat. It's why I'm the most quoted person in Alex Remosi's $100,000,000 offers book because the easiest way to improve a webinar is to improve the offer.
07:31And that's what I obsess over the most. But the components of a killer offer have changed a lot in the last five years on webinars. So what used to have massive value doesn't quite hit the same anymore.
07:42But a lot of brands haven't figured this out yet. So if it's harder than ever to give away free information, then selling information heavy offers on a webinar is harder still.
07:52So a go to strategy in the past was to teach things for free, then sell the more thorough version of what you taught as a course. And courses can still work. I like selling courses, especially if you do it right, like how I teach in product e class.
08:04But unless you know these strategies, then you shouldn't put so much emphasis on courses as a deliverable because courses usually aren't scarce in most markets. Remember, scarcity is the biggest driver of value.
08:15You have to have something that people desperately want but can't get anywhere else and know they can't get it anywhere else. So what's the most scarce thing right now in most markets? An actual functional proper plain language AI solution.
08:29And this is true in any market. Yeah. AI offers make sense in make money niches and in investment niches, but damn, they also work incredibly well with weight loss, parenting, dating, and every single other niche I've touched in the last eighteen months.
08:41Because if you use it properly, AI can be the customizer of information, the bridge between the general advice on a topic and how it applies specifically to each individual customer. So a course is still valuable, perhaps even more valuable than ever if you can churn it into something that's easier to implement for each user.
08:58In fact, a new webinar format I'm using a lot these days goes like this. I teach webinar attendees how to build their own AI to solve the problem step by step, click by click, super insightful stuff and accessible. But then the offer is the AI that's already been built for them.
09:14So the user gets to decide, do I wanna build this myself with what you just taught me or do I wanna invest in one that you created for me? By the way, this is such gold. I hope you understand how insanely valuable this insight is that I just gave you.
09:26Coaching is another powerful offer component that you can newly leverage with AI. See, AI by itself is one thing. A coach on their own is another thing, but a coach with a proprietary AI that's been developed to help them coach your customers, that's scarce.
09:40The market hasn't seen it yet in mass. And I love the software component because we can now train up coaches at a faster rate and make them better coaches than ever before, and we can continue to improve the experience because we're feeding every coaching session back into the AI to make it better, which we can show improve on the webinar.
09:58Speaking of proof, AI makes the collection and deployment of proof so much better than ever. Years ago, I'd prep for a major webinar, and I'd have to spend hours, ten, twenty, thirty, forty hours going through every piece of customer communication that I could find to hunt down wins big and small within that customer base.
10:15And then I'd have to figure out when and where and how to use each win on a webinar. Now AI can save about 90% of that time. I was just consulting with a client in the trading space the other day.
10:25They do a few million dollars per month with their offer, which is a basically a live trading room. You buy his program and you get to watch him trade every single day. Really cool stuff.
10:34Now they've been doing this for over three years, so we're talking thousands and thousands of hours of potential proof. And with AI, we can find the timestamp of every recommendation ever made and show it in a compelling way when we make the offer to prove that this client is the real deal. If you're good and you've got the goods, AI makes it easier than ever to demonstrate with proof how good your offer is, which should get you more excited than ever to market your webinar hard.
11:01But before you do, know this. How you market your webinar has changed a lot. My clients fall into three categories when it comes to promoting their webinars.
11:12Email was the go to for promoting webinars for many years. The problem these days, people use email less than ever before, and there's more marketing than ever before hitting your inbox. So for certain niches, email still is the gold standard.
11:25So if it works, keep going at it. But most of my clients on the cutting edge are doing either social or paid, which has very different strategies by the way. Paid is pretty straightforward.
11:34You promote an upcoming webinar, run ads to it, and try to make more than a dollar for every dollar that you spend. The key to making paid ads work though with webinars, more than anything else, the number of creatives you run to the webinar. It's typical for my clients to shoot hundreds of new ad creatives per month.
11:52The webinar itself largely stays the same, but the ads that point to it are ever changing, and it's nearly a full time job just to shoot the ads. And also with cold ads, by the way, you usually have to do the webinar live a lot, typically once per week. Because if you're just doing a big webinar every so often, it's hard to get a bunch of cold leads to attend it all at once.
12:09So you either have to run the ad way ahead of the event or spam the hell out of your ads, which pisses a lot of people off and can hurt your brands. So my paid ad guys are usually putting a few 100 to a thousand attendees on per week, but selling 50,000 to $500,000 per webinar, so it's worth it.
12:24And then to the customers they get, they do a once a year webinar specifically to that customer base and pull in millions. And then there's my social clients. The smart ones play the game like this.
12:33They use their social platform to prove in advance how valuable they are to their market. Often, they positively improve many people's lives in the market for free before that person ever comes to the webinar. And for these clients, we take a softer approach.
12:46We give, give, give, give, and almost as an afterthought, make the audience aware that whenever they're ready, we can go even further if they wanna attend a special webinar. The frame high level is this. The free content on social is just for the dabblers or those that don't wanna go too deep or those that can solve their problem with just the free content alone.
13:04But the webinar is specifically for people who really wanna go further. And then through repetition of message, the audience knows that this resource, the webinar, exists. And when something happens in their life that's frustrating enough for them to really wanna solve their problems, then they come to the webinar.
13:20Now you can imagine how responsive this audience is once they get to the webinar, but you have to have the right topic and content for it, which is where a lot of marketers screw up because they do the three secrets style webinar, which is a total mismatch to everything that has happened on social with their audience up to that point.
13:36You have to instead design a webinar that makes it feel specific and exclusive for your social community that goes way more into the nuance of the topic that social media doesn't allow for. So if you do this right, this is how webinars are printing more money than ever. But damn, people are like the mom who cut the ham in half before she puts it into the oven because that's what her mother did and that's what her mom before her did.
13:58So when the daughter asked the mom, hey mom, why do you cut it in half? They investigate it and they figured out that grandma did it just because she didn't have a big enough pan. So many webinar creators are following best practices without making any adjustments to fit the modern day landscape.
14:13And yes, you still need to know the fundamentals. Of course, you still need to read one to many at least once per year. And it'd be stupid not to buy my webinar trainings, link in description.
14:23But you also need to pair it with these new developments I'm sharing with you right here, right now. And also keep a keen mind on what webinar strategies from the past must remain unchanged and which ones you must update. And isn't that fun?
14:36This is why I love marketing so much. The questions stay the same, but the answers change. But the size of the pot of money available for those who know the answer, it's bigger than ever.
The Hook
The bait, then the rug-pull.
Nineteen years into running webinars, Jason Fladlien says the format still prints money at scale for his highest-level clients — but almost nobody is running the content, topic, offer, or promotion sides correctly for 2026, and it's costing them millions.
Frameworks
Named ideas worth stealing.
01:28concept
Useful but incomplete (rejected model)
The old-school webinar content approach: give just enough information for the audience to understand the problem, withhold the how-to, sell the missing piece.
Steal forRecognizing and retiring outdated content strategy in any info-product funnel
04:00concept
Curation over education
Since free how-to content is abundant on YouTube, the presenter's value shifts to curating which high-level concepts matter most, not teaching step-by-step mechanics.
Steal forWebinar/VSL content design in any market saturated with free tutorials
06:26concept
Go narrow (topic scarcity rule)
Pick a topic with no free alternative
Target audiences of thousands, not tens of thousands
Scale broad only after building a track record narrow
Winning webinar topics are chosen for information scarcity, not market size; broad-audience webinars now underperform unless the brand already has authority.
Steal forChoosing any lead-magnet or webinar topic in a saturated niche
09:11model
Build-it-yourself vs. buy-it-built AI offer
Teach the webinar attendee how to build their own AI solution to the problem, step by step, live on the webinar — then offer the already-built version as the easier path, letting the prospect self-select.
Steal forAny info/software hybrid offer where the audience could plausibly DIY
12:21list
Three promotion channels (paid / social / email)
Paid ads
Social
Email
Clients' webinar traffic falls into three buckets, each with a different dominant success lever: creative volume for paid, give-first trust-building for social, declining but still-viable direct response for email.
Steal forPlanning a webinar promotion mix
CTA Breakdown
How they asked for the click.
VERBAL ASK
14:26product
“it'd be stupid not to buy my webinar trainings, link in description”
Soft, single-line CTA delivered as an aside inside the closing analogy rather than a hard pitch segment — low-pressure plug for the book (One to Many) and webinar trainings, consistent with a free YouTube-authority video rather than a sales webinar itself.
FROM THE DESCRIPTION
PRIMARY CTAWhere the creator wants you to go next.
A 63-minute live conference keynote where a webinar veteran teaches offer architecture and objection engineering, then closes a room of experienced sellers on the spot.
The four-part system a quarter-billion-dollar webinar host uses to earn attention, disarm objections, and establish credibility in the first five minutes.
An 18-minute live training where Jason Fladlien dissects the Gene Close — a conversational hypnosis technique for dissolving circular objections without triggering shame.
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