My biggest mistake with early webinars? I treated them like university lectures.

Makes sense, right? I had knowledge to share. People wanted to learn.

So I'd create detailed slides, pack them with information, and deliver lesson after lesson after lesson.

And people loved it! They’d be taking screenshots and photos and copious notes. The chat would be full of "this is great!" and "so helpful!"

But then... nothing happened.

All those excited attendees? They'd go right back to their old ways. No action. No transformation. Just more notes gathering digital dust.

More information is insufficient.

Instead of just teaching, we need to structure these lessons specifically to support our Big Domino.

Let’s get started:

Where does education fit?

Before before we dive into the educational core, let's look at the full structure of a Perfect Webinar:

• Introduction (what we covered yesterday)

• Three Secrets (the educational core - today's focus)
  • Secret #1: The Vehicle (Lesson 1)
  • Secret #2: Internal Barrier (Lesson 2)
  • Secret #3: External Barrier (Lesson 3)

• Stack & Offer (coming tomorrow)

• Close (we'll cover in Part 5)

The Three Secrets section is the educational core of your webinar. This is where we get to teach, to share our expertise.

Brunson uses the word Secrets here. I find that a bit “much” personally and tend to call them lessons. Use whichever works for you - I’ll use them fairly interchangeably here.

Here's how the three secrets work:

Secret #1: The Vehicle This is your opportunity or method. The path you're inviting them to take.

Examples are the best way to grok the concept so here are a few:

The key is specificity. You're not just offering "make money" or "get fit" - you're offering a specific path - your particular vehicle to their goal.

Secret #2: The Internal Barrier This is what's been holding them back. The voice in their head saying "but..."

Examples across niches:

Secret #3: The External Barrier This is the thing that's stopped others from succeeding with similar vehicles. But - and this is crucial - you have a unique solution to this barrier.

Some examples:

Got the idea? We’re now going to use a mega-prompt that’ll question you extensively and help you get started.

Here's a prompt to help identify your three secrets:

You are a strategic advisor helping craft the Three Secrets section of a Perfect Webinar. Your task is to help identify and articulate the Vehicle, Internal Barrier, and External Barrier that will drive action.

Context:
The Three Secrets must:
1. Support the Big Domino belief
2. Flow logically together
3. Lead to your solution

Process:
1. Ask these questions one at a time:

For the Vehicle:
- What specific path/method are you suggesting?
- Why this vehicle over others?
- What makes it uniquely suitable for your audience?
- How does it support your Big Domino?
- What proof do you have this vehicle works?

For the Internal Barrier:
- What belief holds your audience back?
- What do they tell themselves that stops them?
- What did you have to overcome yourself?
- How does breaking this barrier support your Big Domino?
- What stories/evidence breaks this barrier?

For the External Barrier:
- What legitimate obstacle exists?
- Why have others failed to overcome it?
- What's your unique solution?
- How does this tie back to your Big Domino?
- What proof shows your solution works?

2. Analyse the responses to craft:
- A clear Vehicle statement
- An Internal Barrier breakthrough
- An External Barrier solution

3. Structure them in order of revelation:
- How to introduce each secret
- What stories/evidence support each
- How they build upon each other

Start with: What specific path/method are you suggesting to your audience?

Use this below you Big Domino work from before or make sure to copy in your Big Domino.

The key is making these three secrets work together. Each should:

1. Build on the previous one

2. Support your Big Domino

3. Lead naturally to your solution

The prompt above will do the basics but you’ll need to refine. You are the expert here!

For each lesson, you want:

1. The revelation

2. The proof

3. The breakthrough moment

Let me show you how this flows in my webinar:

Secret 1 (Vehicle): "The fastest growing opportunity in AI isn't building tools - it's teaching others how to use them. Here's why workshops specifically are the perfect vehicle..."

I’ll then prove this is the case with data, personal stories, testimonials and any thing else that supports my argument.

Once I’ve hammered this home and got agreement that workshops are a great vehicle for making money in the growing AI space I’ll use something like:

“OK we agree there’s massive demand and opportunity here. Give me a yes in chat if you agree. Awesome. But you may be thinking that you personally are’t the person to be fulfilling that demand. Let me show you why that is not true…”

I’ll then segue into:

Secret 2 (Internal): "The biggest myth in AI training is that you need to be technical. What you actually need is the ability to explain complex things simply. Let me show you why..."

Again, using the lesson content to show why this is the case. Supported with emotional stories and rational data.

Once I’ve cleared this hurdle we move to the next block:

“You now agree that there’s demand. And that even without a PhD in AI you can fulfil this demand and make $1000/hour. But you don’t have the time to create the workshops, test them out with real client and potentially make mistakes. Thankfully…”

followed by a transition into the third secret.

Secret 3 (External): "The main challenge isn't creating workshop content - it's having proven material that gets results. Here's how we solve that..."

Each secret leads naturally to the next, and all support my Big Domino about worldwide demand for AI training. Remember that this is your ultimate goal here.

You need to create a similar flow, all supporting the Big Domino - moving from vehicle through internal block through external block.

Start with the prompt and again check out Brunson’s own webinars to see it in action!

Next we're diving into the Stack & Offer - how to present your solution in a way that feels inevitable after revealing these three secrets.