Case Study: How Luca Built a New Income Stream with Webinars

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From 5 Webinar Attendees to 20+ Course Sales

 

Luca started The Money Coaching Hub in January 2023. When we first connected, he’d built something most coaches dream about. He’d coached over 200 people one-to-one. He’d spoken to thousands across Malta and throughout Europe. Companies like HSBC, BWC, and Medirect paid him to run workshops for their staff. His corporate workshop business was solid.

But something was missing.

He wanted to scale beyond one-to-one coaching. He wanted to reach more people without trading hours for money. Online courses seemed like the answer. So he built his first webinar for January 2025.

He promoted it for two months. Only 5 or 6 people showed up.

He knew his coaching worked. He knew the market needed financial education. Malta barely had any money coaches when he started. So why wasn’t anyone coming?

What Was Wrong

The problem wasn’t his audience. It wasn’t Malta’s market. It wasn’t his expertise.

The problem was his message.

His webinar title wasn’t attractive. The way he promoted it didn’t match what people actually searched for. He was telling people what he thought they should want to hear. But nobody searches for what you think they should want. They search for what they actually need.

He had the right product. The message was all wrong.

What Changed

We stopped guessing. We looked at real data instead.

What keywords were people clicking on? What searches actually had volume? What language did people use when they looked for financial education?

We found what people really wanted to learn about. Then we rebuilt the entire webinar around that.

New title based on what people searched for. New angle that matched their actual problems. New email sequence timed to match their behavior. Different tone in the final week. Urgency at the right moments.

The sequence started two months before the webinar. Not to hard sell. Just to get people familiar with his name and warm up the audience.

Then as the event got closer, things shifted. The tone changed. Urgency increased. By the final week, people who’d been hearing from him for two months were ready to decide.

He noticed something interesting in the data. People who registered two months early rarely showed up. People who registered in the final week? Those were the ones who actually attended. So the sequence was built around that pattern.

The Results

His second webinar in June got 120 registrations. 75 people actually attended.

On the webinar call itself, when he made the offer for his course, 10 people bought immediately. In the first five minutes.

Then the email sequence kicked in again. Over the next several days, more people bought through email follow-ups and WhatsApp messages.

Total: more than 20 seats sold from one webinar.

Using The Same System

Here’s what most coaches miss. You don’t build a business by accident. You build it by documenting what works and repeating it.

Luca took the system that worked and applied it to other courses.

He launched a crypto course. It sold out in November. Then it sold out again in February.

He launched a technical analysis course. This one normally doesn’t sell well because it’s niche. Not many people understand it. But using the same system? It worked.

“I applied it to other online courses which are normally difficult to sell,” he told me. “But it worked.”

That’s when things changed for his business. Online education went from an experiment to a real income stream. Now he had three ways to make money. One-to-one coaching. Corporate workshops. Online courses.

“When there’s more income, you respond with more webinars and more masterclasses,” he said. The system became repeatable. He could run it again and again.

What Luca Says

When I asked what he’d tell other coaches thinking about jumping into webinars, he didn’t hesitate.

“If you want different results, and you’re ready to actually apply what you learn, go for it. It will change your income. You can build money streams that didn’t exist before. When we try something new it feels difficult. But the results are worth it.”

The thing Luca understood that most coaches don’t: the system matters more than the expertise. He already had the knowledge. He already had credibility. What he was missing was the marketing structure.

Now he has both.