Ever watch one of those nature documentaries where a penguin tries to land on an ice shelf? They swim so gracefully. Masters of the sea.

Before they pop out of the water... flopping around awkwardly until they find their feet and waddle away in the most ungainly fashion.

That was me presenting offers in early webinars.

I'd spend an hour delivering great content, building trust, sharing value.

Then came the offer part and... flop. Waddle waddle.

"So um, yeah, if you want to buy this thing, it's £497..."

Proper British, right? Apologetic about actually selling something. Even when I know it’s super valuable for them.

In this Part we explore how to stick the landing.

Let’s get started:

Where does the offer fit?

Remember where we are in the Perfect Webinar structure:

• Introduction (Part 1)

• Big Domino (Part 2)

• Three Secrets (Part 3)

• Stack & Offer (Now)

• Close & Technical Setup (Part 5)

When I used to do offers I’d list out features, give a price and leave

Technical specifications. Bullet points of what's included. Like I was reading out an instruction manual.

No story. No emotion. No transformation. Just... facts.

Here's the thing about features lists - they make perfect logical sense. After all, people want to know what they're getting, right?

But I noticed something weird. The more detailed my features list, the LOWER my sales.

Turns out, I was making a classic engineer's mistake - assuming people make buying decisions based on specifications. They don't.

Brunson taught me a better way: the stack.

Let's talk about what the stack actually is. You've got your core offer - that's the heart of your solution. But then you stack additional pieces around it that systematically address:

• Every fear raised in your three secrets

• Objections holding people back

• The path to first success

• Ongoing support

The basic idea is to stack the offer so much that purchase becomes inevitable. We go through our offer specifically to knock down objections.

An example will help. Here’s a potential stack:

1. Core offer (the main transformation)

2. Implementation support (how they'll actually do it)

3. Fast-start elements (getting first results)

4. Advanced strategies (scaling up)

5. Bonuses that remove final objections

Each stack isn't just a "bonus." It's strategically chosen to knock down barriers.

Here's a stack for selling AI workshop training as an example:

• Core Offer: Workshop materials, license and training guides

• Stack 1: "Step-by-step prospecting system" (Addresses the fear: "How do I find AI workshop clients?")

• Stack 2: "First Workshop Framework" (Handles "I'm scared of public speaking" by starting with small charity workshops)

• Stack 3: "Tech Training Guide" (Kills the "I'm not technical enough" worry)

• Stack 4: "ROI Calculator" (Proves the "businesses will pay" promise)

• etc. etc. for as long as is needed!

See how each piece connects back to fears and objections we surfaced in the three secrets? You’ll need to do the same!

Presenting each stack element follows a simple structure:

1. What it is - crystal clear, concrete value

2. Quick proof (story or testimonial)

3. Move on fast - keep momentum

You aren’t just using the stack to give them even more features and information! It’s tempting but no - go instead for shock and awe.

For example: "Next you get my Client Acquisition System. Here’s what it is. This is exactly how I landed my first corporate client - a £4,000 workshop for some big company. In fact, one of my students used this last week to book their first £2,000 gig. But that's not all..."

See how quick that was? Value, proof, move on.

Here’s a prompt to get us started:

You are a strategic advisor helping craft the Stack section of a Perfect Webinar. Your task is to help identify and structure stack elements that address objections and increase value.

Context:
The Stack must:
1. Start with a strong core offer
2. Add elements that address fears/objections
3. Include proof for each element
4. Build inevitable value

Process:
1. Ask these questions about the core offer:
- What's the main transformation you provide?
- What's included in the basic offer?
- What proof do you have it works?

2. For each of the Three Secrets covered earlier:
- What fear/objection was raised?
- What could you add to address it?
- What story/proof supports it?

3. For common buyer concerns:
- What stops people buying?
- What could you add to remove that barrier?
- How can you prove it works?

4. For implementation fears:
- What worries people about getting started?
- What support could you add?
- What examples show success?

Structure each stack element as:
1. Clear description (what it is)
2. Quick proof/story
3. Transition to next element

For each suggested stack element, provide:
- Clear name/description
- Value proposition
- Proof/story options
- Connection to objections/fears

Start with: What's your core offer and its main transformation?

You may hit a problem here where you don’t actually have solutions to your customer’s problem- you don’t have a good way to deal with their objections.

Now, what if you don't have all these elements yet?

Make them.

Seriously. Your offer needs to be irresistible. If you identify a fear or objection that's holding people back, create something to address it.

For example a big fear for your customers is not being able to secure their first paid client. Great: create a 30 day “Find your First Client” quick-start guide and add it to the offer stack.

Reverse objections into selling points.

This is where most people get stuck. They think they need to have everything perfect before launching. But here's the secret: your stack will evolve based on what your audience tells you they need.

Here's how:

1. During webinar Q&A, pay attention to questions that reveal fears and concerns

2. Use these to create new stack elements

For example, in my webinar if someone asked: "I'm unable to deliver workshops in person because I have 3 kids and it's hard for me to carve out time."

Boom! That could become a new stack element - "Online Workshop Delivery Guide." Here’s how you can deliver webinars online for greater flexibility.

Each objection is an opportunity to make your offer more valuable. Your stack should evolve as you understand your audience better.

What's Next?

In Part 5 we're covering two crucial elements:

1. The Close - how to wrap everything up and handle final objections

2. Technical Setup - the platforms, tools, and systems to make your webinar run smoothly

Before then:

1. Use the prompt to build your initial stack

2. For each element, write your quick proof/story

3. Practice presenting each element in under 30 seconds

4. List potential objections you might need to address later

Remember: Your stack isn't just a list of features. It's a carefully structured set of solutions that makes success inevitable for your customers. Make this switch and the sale becomes waaaay easier, believe me.