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5 people.

Let that sit for a second.

Almost two months of promotion. Emails written. Posts published. Content he already knew was good, because he had delivered it one-to-one, over and over, and stood in front of rooms at companies like HSBC and Medirect.

January 2025. Luca Caruana’s first webinar went live – Five people showed up.

Here is what most people do next. They decide they are not a webinar person. They decide the format is dead, or the market is saturated, or Malta is too small, or they need a much bigger audience before they try again. They quietly stop.

Luca did something else.

He asked a better question.

Not “was my content good enough?” The content was good. He knew that. Hundreds of coaching clients had already told him.

The question was: why did so few turn up?

That single shift, in where he pointed the blame, is the whole story. Because when you assume the problem is your teaching, you go and build more teaching. You polish. You add slides. You disappear for a month and come back with a better version of something that already worked, promoted exactly the same way, to exactly the same silence.

Luca stopped working on the delivery and started working on the marketing.

The Honest Timeline

I want to be precise about this, because the sequence matters and I would rather you had the real one.

9 December 2024. Luca started working with me. A programme of about 13 sessions – usually 3 months long, stretched a little by the holidays.

January 2025. His first webinar ran. It had already been promoted for almost two months, so that campaign was designed and largely delivered before we started. Five people attended. That was the baseline we were working from.

June 2025. He ran essentially the same content again, with a new title, new messaging and a full system around it, which we brainstormed on the coaching calls.

The result…
120 registrations. 75 people live.
More than 20 paid spots sold.

Around 10 of those booked in the five minutes after he mentioned it. In his words, it was the first time that had ever happened to him. The rest came through the email sequence afterwards and WhatsApp follow-ups.

Which is the part almost everyone misses. If Luca had judged that webinar on the response in the room, he would have concluded it half worked.

What Actually Changed

Not effort. He had effort. Two months of it, the first time.

What he was missing was a system. And notice what we did not touch: the content. Read that again, because it matters more than anything else here.

The title. His first one, in his own words, “was not that attractive.” So we stopped guessing. We used keyword research to find what his audience was genuinely searching for, what they were clicking, what was trending up. The title stopped being what Luca wanted to say and became what people wanted to hear. When I asked him to name the one change that made the difference, this is what he named.

The messaging and positioning. Built around topics that already had demand, not around what he found most interesting to teach.

The sequence. An educational newsletter starting roughly two months out, building genuine interest with no hard sell. Then, in the final stretch, a shift: more frequency, more urgency, more directness. That shift is the part people flinch at, and it is the part that produces attendance.

The reminders. On the final day. This is where a no-show rate is decided.

The follow-up. The sequence after the event, where most of the sales actually landed.

Same content. Different system.

The Detail Nobody Expects

Here is the finding from Luca’s own data that I now bring up with every client. He spotted it himself, by looking properly at his numbers afterwards.

The people who registered earliest, around two months out, were the group most likely not to show up.

The people who registered in the final week were the ones who came.

Think about why. Someone who signs up two months ahead has forgotten by the time the day arrives. That webinar was interesting once, in a different week, when a different problem was on their mind. Someone who registers three days out is registering because the thing is live for them right now.

Luca ran a long window in June, and it was the right call for him at the time, because it was effectively his first proper attempt and he was building every asset from scratch. But his data is a large part of why I now tell experienced coaches to promote for two weeks, not two months. Long runways do not produce more attendees. They produce more registrations that never become attendees.

Then It Compounded

This is where it stops being a webinar story and becomes a business story.

Luca did not run one good webinar and go back to normal. He looked at June and made a decision: online education becomes part of the business model.

Before, he had two income streams. One to one coaching. Corporate workshops.

Now he has a third, and it is consistent.

He took the same system and pointed it at things that are genuinely hard to sell:

An online crypto course. Sold out twice, in November 2025 and again in February 2026. 

A technical chart analysis course. If you know anything about selling financial education, you know this is about as niche as it gets. Most people do not understand technical analysis well enough to know they want to learn it.

That is what a repeatable system does. The first build is slow and careful and step by step. After that, you are never starting from nothing again.

What He Says To People Considering It

I asked him directly. What would you say to a coach thinking about this?

“I would say go for it. I know when we’re going to try something new, it’s a bit of a difficult process for all of us. But if you want a change in results, and you have to be ready to apply what’s being taught to you, then I would say go for it, because it has a high chance of changing your income streams as well. It can create an income stream which wasn’t there in the past.”

Notice the condition he slips into the middle of that. You have to be ready to apply it.

He is right, and I am not going to soften it. Luca got these results because he did the work. He wrote the newsletter. He shifted the tone when it felt uncomfortable. He sent the reminders. He followed up on WhatsApp after the room had emptied.

The system did not do that. He did.

So What Does This Mean For You?

Webinars are not a magic pill. But they are great at selling anything from 1:1 coaching to digital products including live and recorded courses.

You need to be willing to put the work into the first one. The first webinar is an experiment. An income stream comes from reiterating and improving every time. That’s a problem I solve. 

So if you are sitting there knowing your content is good, knowing you can deliver, and quietly wondering why nobody is turning up to buy, then we should probably talk.

Book a free discovery call here at www.stephaniefiteni.com/call