Kara came to me with what seemed like a straightforward request: finish her webinar copy.

She'd taken courses, studied frameworks, and had testimonials from previous B2B work.

On paper, everything looked right. But her webinar registrations weren't converting to calls, and she couldn't figure out why.

"I need someone to smooth out my script," she said. "I have the story, the framework, the social proof. I just need better copy."
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It's the same request I hear weekly: entrepreneurs convinced their funnel problems stem from weak headlines, boring stories, or unconvincing CTAs.

They think the solution lives in better words, sharper hooks, or more compelling testimonials.

​They're looking in the wrong place entirely.
​

Within fifteen minutes of our call, the real issue became crystal clear. Kara wasn't suffering from bad copy — she was suffering from confused strategy.

Her webinar was designed to sell "book a call" as the outcome, where she'd then figure out what each prospect needed: executive coaching, parent workshops, or student programs.

She thought this flexibility would maximize her opportunities.

But here's what she missed: webinars aren't consultation calls.

They're psychological conversion machines that require surgical precision.

When I explained that effective webinars demand "one audience, one emotion, one solution, one outcome," she paused.

Then came the realization: "I was trying to speak to school principals AND individual parents in the same webinar."

​Her script wasn't the problem. Her strategy was trying to carry too much weight.
​

Think of your webinar like a radio station. When you try to broadcast multiple frequencies simultaneously, you don't get more listeners — you get static.

Kara's webinar was broadcasting on three different frequencies: B2B decision-makers, individual parents, and budget-conscious families.

Each group had different pain points, different decision-making processes, and different emotional triggers.
No wonder her message felt muddy.

The strongest webinars work like laser pointers, not floodlights.

They speak to one specific person with one specific problem who needs one specific solution.

When school principals watched Kara's webinar, they couldn't tell if she was talking to them or to someone else sitting next to them.

This is why most "good" webinars fail.

The copy looks fine. The story is compelling. The offer makes sense.

But the signal is diluted across too many audiences, creating psychological noise that kills conversion.

Here's what most people get backwards:

Funnels don't create demand — they convert it when the signal is clear.

You can't copywrite your way out of confused positioning. You can't A/B test your way past muddled messaging.

And you definitely can't "smooth out" a script that's trying to speak to everyone.

The moment Kara committed to creating a webinar exclusively for school principals buying parent financial literacy programs, everything clicked.

Same story, same credentials, same social proof — but now with surgical focus.

​Her webinar went from trying to be a Swiss Army knife to being a scalpel.

Both are useful tools, but only one is built for precision work.
​

Most entrepreneurs think their conversion problems live in tactics: better subject lines, stronger CTAs, more urgent deadlines. But tactical fixes can't solve strategic problems.

Before you rewrite another headline or test another CTA, ask yourself: Am I broadcasting one clear signal or multiple confused frequencies?

If this sounds familiar — and you're tired of guessing what's wrong — get the exact 4-part checklist I use to diagnose every landing page so you can improve their conversions in 5 minutes or less:

https://www.thefunneltherapist.com/dna-strands

Or book a consult here:
https://bookme.name/dwtdigital/get-to-know-chat.

We'll find the real leak.
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​Remember... Fix Your Signal, Fix Your Funnel (and then you are one funnel away 😉)