Unexpected Lessons from a Tennis Match

Jonathan "Jicecream" Courtney believes that in 2025, basic marketing still outperforms everything: a simple 90-minute webinar turns 200 attendees into 20 buyers, even with just 2,500 subscribers. The framework is dead simple - 20 minutes on your story, 15 minutes on the solution, 20 minutes showing the transformation, then offering them a choice between DIY or done-for-you. He goes into it in this episode.

Key Points:
• Detailed breakdown of successful webinar funnel structures and challenge funnels
• Discussion of basic marketing fundamentals that still work in 2025
• Exploration of how software companies can use traditional funnel marketing techniques

Timestamps:
00:00 - Intro
03:17 - Greg’s New Year Reflections
11:19 - JC's transition from CEO to an advisory role
22:07 - How to make deals with influencers
25:10 - Detailed breakdown of webinar funnels
30:28 - The structure of webinar funnels
37:07 - How to use funnels for SaaS products and challenge funnels explained 
47:25 - Product recommendations and wrap-up

1) The Basic Funnel Formula Still Works:
• Email list → Webinar → Product sale
• Even with just 2,500 subscribers
• Live training converts WAY better than direct email
• 90-min webinar can turn 200 attendees into 20 buyers

2) Perfect Webinar Structure (by Russell Brunson):
• 20min: Your story & struggles
• 15min: The "vehicle" (solution you discovered)
• 20min: Impact & transformation
• Present options: DIY vs accelerated path
• Close with clear next steps

3) Challenge Funnels Are Underrated:
• Perfect for SaaS & digital products
• 30-day format with daily support
• Free trial + structured program
• Examples:

- Notion + Second Brain challenge
- Fitness apps + weight loss challenge
- Meditation apps + mindfulness challenge

4) The Warm-Up Step is CRUCIAL:
• Direct pitching rarely works
• Need a middle step to build excitement
• Options:

- Webinars
- Challenges
- Info sessions
- Live trainings

5) List Partnerships Done Right:
• Never cold pitch for list access
• Build relationships first
• Consider paid partnerships ($10k can be worth it for 1M+ list)
• Focus on value alignment

KEY TAKEAWAY:
Basic funnels still work incredibly well in 2024, but you need:

1. A list (even small)
2. Warming step (webinar/challenge)
3. Clear transformation story
4. Tactful execution

Notable Quotes:
"Most of the real basics work so goddamn well today. Like 2025, we can launch a product using basically just the same webinar. Just email your list, send them to a webinar." - JC

"When a company is doing well, they don't want me involved... They want the strategic advice. They want access to connections." - Greg Isenberg

LCA helps Fortune 500s and fast-growing startups build their future - from Warner Music to Fortnite to Dropbox. We turn 'what if' into reality with AI, apps, and next-gen products https://latecheckout.agency/

BoringAds — ads agency that will build you profitable ad campaigns http://boringads.com/

BoringMarketing — SEO agency and tools to get your organic customers http://boringmarketing.com/

Startup Empire - a membership for builders who want to build cash-flowing businesses https://www.startupempire.co

FIND ME ON SOCIAL

X/Twitter: https://twitter.com/gregisenberg
Instagram: https://instagram.com/gregisenberg/
LinkedIn: https://www.linkedin.com/in/gisenberg/

FIND JONATHAN ON SOCIAL

X/Twitter: https://twitter.com/Jicecream
LinkedIn: https://www.linkedin.com/in/jonathan-courtney-4510644b/
AJ&Smart: https://ajsmart.com/