The Weekly Perpetual Webinar Campaign
- Difficulty
- Advanced
- Time to result
- ~weeks to results
- Steps
- 8
- Confidence
- —
Brunson's evergreen-with-urgency funnel: a seven-day campaign that restarts every Monday, giving a webinar offer real deadlines without real launches. Ads run Monday through Thursday midday to a registration page, the webinar runs Thursday, the replay lands Friday, a written cliff-notes version catches the readers on Saturday, and urgency closes the offer Monday at midnight, after which links redirect back to registration. Then a fresh registration page goes live and the cycle repeats. Each modality catches a different slice of registrants who have already been pre-framed by the earlier ones, so later-cycle conversions rise. The whole thing is arithmetic you can scale by increasing spend.
Origin
Extracted from Deep Dive with Ali Abdaal
How to run it
- 1
Run ads Monday to Thursday midday into registration
Buy traffic to a webinar registration page for the first three and a half days of the week. Brunson notes webinars are the most profitable destination for paid ads because the revenue per lead is highest and the lead volume is large.
Pro tip Organic content can feed the same page: a YouTube video pitching a free web class is an easy, non-salesy ask.
- 2
Add a low-ticket bump on the thank-you page
Immediately after registration, offer your $1-ish front-end product. Brunson told Ali this alone would sell large volumes of the cheap course purely from being in the signup flow.
Pro tip The bump monetises registrants who never attend, offsetting ad spend before the webinar even runs.
- 3
Present live on Thursday
Deliver the webinar on a fixed weekday that suits your audience — Brunson uses Thursday. Expect 20-30% of registrants to show live; the remaining 70% are the target of everything that follows.
Pro tip Fix the day so your team's production rhythm is identical every week.
- 4
Friday: release the replay
Give non-attendees a day or so to watch on their own schedule. They wanted it, they just could not make the live slot.
- 5
Saturday: shift modality to a written cliff-notes page
Position it as the version for people who did not have time to watch — a shorter video plus the full webinar in readable form. Different people consume differently, and the readers convert well because they have already been pre-framed by the earlier emails.
Pro tip Keep the cliff-notes page live as a permanent asset; it is where post-deadline stragglers can still buy.
- 6
Saturday to Monday: layer urgency and scarcity
Announce that the campaign shuts down Monday at midnight for this cohort, and mean it. The sequence stops, the offer disappears from the funnel, and post-deadline link clicks redirect back to the registration page.
Pro tip Because the deadline is enforced by the funnel closing rather than by a fake price rise, the urgency is legitimate.
Watch out If clicking an old link still buys, the deadline trains your list to ignore every future one.
- 7
Monday: flip a new registration page and restart
Turn registration for the finished cohort off as the webinar starts, publish the next week's page, and resume ads. Late registrants from the prior week's ads roll straight into the next cohort.
Pro tip Brunson had 10,000 register for week one at salesfunnels.com and 4,500 already queued for week two from spillover traffic.
- 8
Read the arithmetic, then increase spend
Track cost per registrant, show-up rate, buy rate and follow-up lift — Brunson's working numbers are roughly $10 a registrant, 30% show-up, 10% buy, with the follow-up sequence typically doubling sales. Once $10k in, $30k out holds, go to $100k and then $1M a week.
Pro tip Expect margins to compress as paid ads scale; a 60% organic-margin business often runs 25-30% on paid.
Watch out Only scale spend after the live iteration loop has fixed the script, or you are amplifying a leaky presentation.
In the wild
Brunson bought the salesfunnels.com domain and ran the campaign the week before this conversation: 10,000 people registered, he presented live, found the mistakes and tweaked them. The moment Thursday's webinar began, registration for that cohort was switched off and a new page went live. Spillover from the same ads produced 4,500 registrations for the following Thursday, which he was presenting the day of the interview. He planned three or four cycles of this before recording the evergreen version and pointing sustained traffic at it.
→ A weekly rhythm that both perfected the script and produced live revenue, with the evergreen asset expected to serve 30-40,000 viewers over two to three years.
Common mistakes
Fake deadlines with links that still convert
Brunson closes the funnel itself: the sequence ends, the offer disappears, and stale links redirect to re-registration. If the buy button quietly still works, the scarcity is theatre and the list learns to wait.
Serving only one modality
Sending a replay and stopping ignores the readers and the schedule-constrained. The Saturday cliff-notes page exists precisely because 70% never show live and a chunk of those prefer text.
Forgetting margins shrink on paid traffic
Brunson warned Ali that a 60% profit margin built on organic reach lands closer to 25-30% once paid ads carry the volume. Revenue scales faster than profit.
From the transcript
“the way I do it is we start the sequence over every week so there's a there's Monday Tuesday Wednesday Thursday Friday Saturday Sunday”
“everyone everyone consumes things different way some people like watch YouTube videos like podcast some people like to read so I'm trying to give them…”
“we have urgency and scarcity so basically it's like this campaign shuts down Monday at midnight”
From the episode
A Sales & Marketing Coaching Session with Russell Brunson
Russell Brunson