But before we jump into unfamiliar territory with our heads first, we have to do some financial modeling, and map out an ideal test budget in the form of a number that we can stomach so that if we were to set it on fire, no ones feelings would be hurt beyond repair...

...and ultimately justify the launch and, eventually, the continuation of this new effort and initiative.

Here's how to use financial modeling to
stay seated at the casino after busting your biggest hand...

First step... Take out a calculator, a piece of paper, and use these "worst-case" metrics to determine how much money you should be putting into your first webinar without your business or personal life going up in smoke.

Next we need to build out your assets. This will be your funnel itself along with the flows and systems you need in place to run a webinar for the first time and stack the probabilities of doing so profitably in your favor.

You may have noticed that the confirmation pages have been highlighted.
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​These are what we call back-end selling systems, and there are four back-end selling systems that in particular relate to webinars. One of them costs money – three of them don't.

The three that don't cost money

The first one, being the most important one where you typically capture people at their peak interest is our confirmation pages.

If our confirmation pages are dialed in, they'll be packed with back-end sales tactics involving breakout videos (FAQs in a video format handling the most common objections according to your sales team)...
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​They'll have a bunch of testimonials showing best case scenarios, but more importantly worst case scenarios, and how f*ked people can get.

To accompany the emails, we have a
Reminder-Based Text Sequence

Now, one recent, interesting thing that we learned is that we do not wanna send the link to join the webinar in the texts.
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​We found that doing so nuked our overall call-booking rate when we ran that test recently because a lot of people were showing up on their phones. There's a huge difference in the intent of a lead and their ability to properly consume your sales process, depending on the device they attend from.
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Think TV, desktop, laptop, or even a tablet as better alternatives to a phone.

Our show rate was technically higher, but ​our booking rate was in the trenches, and because it was our only variable to change, we concluded that it was because we added the webinar link to the text messages.

After we need to start advertising and promoting the webinar, following the Andromeda best practices (Meta's newest major creative targeting update).
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​It is very important that you understand this...
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​Meta announced their Andromeda update about a year prior to writing this letter (July 2026), and after just a few short months, we stared seeing a substantial quantity of people being impacted by this. 
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​CPMs shot up through the roof and many of the traditional best practices that you've historically executed on just started to fail at a high rate.

We obviously wanna avoid that moving forward with our advertising efforts, and we do that by following these new Andromeda best practices.
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​One of those best practices, to give you a quick example, is to always launch with 25-30 creatives at once, but we'll get back to the best practices later.

What is Meta Andromeda?

​​Meta Andromeda is the very first step within the algorithm's creative recommendation process – it sorts through all of the different creatives that are available and it tries to match it with the people who are probable to convert.
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​Again, it's the first step in the algorithm's creative recommendation process, and it's called Meta Andromeda.

This means, it doesn't matter how small or insignificant the test budget you mapped out in step 1 may have been, you still have to launch with 25-30 unique creatives.

There's no smaller amount of creatives they let you launch with to follow these best practices, you just have to do it nowadays.