Design an evergreen / auto-webinar funnel - registers → simulated-live broadcast → offer page → cart with deadline-driven scarcity. Specifies the registration cadence, replay rotation, scarcity mechanics, deadline-funnel mechanics, and the trust-preserving disclosure rules.
Use when the user has validated a live webinar (5%+ attendee-to-sale) and wants to scale it without delivering live, OR is launching an evergreen course business.
Not for designing a live one-time webinar (use /funnel conviction-webinar) or a launch-style event (use /funnel cart-cycle-launch).
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Design an evergreen / auto-webinar funnel - registers → simulated-live broadcast → offer page → cart with deadline-driven scarcity. Specifies the registration cadence, replay rotation, scarcity mechanics, deadline-funnel mechanics, and the trust-preserving disclosure rules.
Use when the user has validated a live webinar (5%+ attendee-to-sale) and wants to scale it without delivering live, OR is launching an evergreen course business.
Not for designing a live one-time webinar (use /funnel conviction-webinar) or a launch-style event (use /funnel cart-cycle-launch).
triggers
["evergreen webinar","auto-webinar","automated webinar","evergreen funnel","perpetual webinar","scale my webinar","simulated live webinar","replay funnel","on-demand webinar","24-7 webinar","deadline funnel"]
negative_triggers
["live webinar pitch","one-time webinar","audit my live url","shopify automation"]
{"lineage":"Wayland Business Suite (Original) - evergreen-funnel methodology grounded in Brunson auto-webinar mechanics + Kern stick strategy applied to async + standard deadline-funnel scarcity + trust-disclosure rules to preserve long-term brand integrity"}
Funnels Evergreen - The Auto-Webinar Funnel
"Evergreen is the live webinar's compound-interest version - but only if the live one already converted."
This skill designs an evergreen / auto-webinar funnel - a webinar that runs 24/7 on autopilot, with simulated-live mechanics, deadline-driven scarcity, and an offer that converts on rotation. Evergreen is leverage: the live webinar that converts at 8% live should convert at 2–4% evergreen, scaling without the operator's calendar constraint.
The hard rule: never put a webinar evergreen until the live version has been validated (5%+ attendee-to-sale, 3+ live runs, refund rate <10%). Premature evergreen-ization is the #1 way to burn ad spend on a broken funnel scaled to the moon.
When to Use
Trigger phrases: "evergreen webinar", "auto-webinar", "automated webinar", "evergreen funnel", "scale my webinar", "simulated live webinar", "deadline funnel", /funnel evergreen <product>.
Use when:
The user has a validated live webinar (5%+ attendee-to-sale, 3+ runs) and wants to scale without delivering live
The user is launching an evergreen course business and wants the funnel architecture from day one
The user has an evergreen funnel that's underperforming and needs to fix the simulated-live mechanics or the scarcity layer
Do NOT use for:
Designing a live one-time webinar (use funnels-conviction-webinar)
Designing a launch-style cart-cycle event (use funnels-cart-cycle-launch)
Authoring the registration page alone (use convert-webinar-reg-page)
Authoring the VSL inside the auto-webinar (use convert-vsl)
Conversion Benchmarks
Stage
Evergreen baseline (warm)
Evergreen baseline (cold ads)
Reg → "live" attendance
30–55%
25–40%
Attendance → sale
2–6%
1–4%
Reg-to-buyer (full funnel)
1–3%
0.5–2%
Evergreen typically runs at 20–40% of live performance. Live at 8% → evergreen at 2–3% is normal. Live at 12% → evergreen at 3–5% is normal.
The 5 Architecture Layers
Layer 1 - The Registration Cadence
Job: convert traffic to registrant with a believable "next session" time.
Registration page (handoff to convert-webinar-reg-page). Includes:
Headline with the webinar promise
"Next session" prominently displayed (multiple times in the next 48 hours, rotating slots)
Presenter credibility
3–5 bullet "what you'll learn"
Bonus for live-attendance ("attendees get [X]; replays don't")
Disclosure that the broadcast is recorded (see Trust Disclosure below)
Time-slot rotation logic. Default: offer 4–6 slots in the next 48 hours, with the closest slot always 1–4 hours away. The "next session in 90 minutes" mechanic drives 30–50% higher reg-to-attend than "next session tomorrow."
Confirmation + reminder sequence. Email 1 immediate, Email 2 (12-24 hours before "live"), Email 3 (60 min before), SMS (10 min before - if collected).
Layer 2 - The Simulated-Live Broadcast
Job: deliver the Conviction Webinar content (handoff from funnels-conviction-webinar) in a way that feels live without deceiving the viewer.
Components:
Pre-recorded video running on a fixed schedule. Same content as the live Conviction Webinar - pre-frame → 3 belief shifts → pitch → close.
Chat simulation (optional / contested) - fake chat messages that simulate live engagement. Wayland default: OFF. Fake chat is the line where evergreen tips from "scaled live" into deceptive. Trust loss > short-term conversion lift.
Live-feel UI - countdown to broadcast start, "live" indicator, "X attendees watching" counter. Use ONLY if you also include the trust-disclosure (below).
Buy button reveal at minute 60–67 - same timing as live; not earlier (kills the belief-shift work).
Layer 3 - The Trust Disclosure (NON-NEGOTIABLE)
The disclosure is what separates evergreen from deceptive. The viewer must, somewhere, know the broadcast is recorded.
Acceptable disclosure modes (pick one or both):
On the registration page - small but visible: "This is a recorded broadcast scheduled for your time zone. Click here to read more." + a footer FAQ entry explaining the simulated-live format.
In the broadcast intro - "This is the recording of [date]'s session, replayed for you in full. Everything you'll see is exactly as I delivered it live."
The Wayland rule: evergreen funnels that hide the recorded nature suppress refund rate short-term but produce a chargeback / reputation crater within 6–18 months. Do not skip the disclosure. The Bullshit Filter applies to the funnel architecture, not just the copy.
Layer 4 - The Deadline / Cart-Window Scarcity
Job: create a real, individual deadline that drives the buy decision.
The deadline-funnel principle (popularized in evergreen circles by Mark Thompson + Drew Mannings; lineage to Halbert's "limited-time offer" cadence + Cialdini scarcity). Evergreen scarcity differs from launch scarcity: launch has one global deadline; evergreen has per-buyer deadlines that expire individually.
Components:
Cart-window starts at broadcast minute 60 (when the buy button reveals).
Cart-window ends 72 hours later (per individual viewer). Default 72h; some operators use 24h or 7 days.
Tools: Deadline Funnel, Thrivecart per-buyer deadlines, or custom tracking. Each buyer's countdown is tied to their email + IP, not a global clock.
Reason-why for the deadline."Bonuses come off the table after Wednesday at midnight YOUR time" - must include the why. Cialdini's because-effect.
Trust rule for evergreen scarcity: if the buyer revisits after the deadline, the price/bonus structure MUST actually change. Fake-resetting deadlines are the second-biggest evergreen trust killer (after fake live chat). Once the deadline is gone, it stays gone.
Layer 5 - The Email Sequence (cart-window)
Job: drive the buyer back to the offer page during the 72-hour window.
Standard 5-email cart-window sequence (handoff to funnels-daily-pivot for authoring):
Email
Send time
Subject pattern
Job
1
1 hr post-attend
"Replay link inside"
Deliver the replay + buy link
2
24 hr post-attend
"Story - [outcome]"
Story + soft pitch
3
48 hr post-attend
"Question I keep getting"
Objection handling + pitch
4
60 hr post-attend
"12 hours left"
Urgency + final case study
5
71 hr post-attend
"Last call - closes at midnight"
Final CTA + cart-close
Workflow
Phase 0 - Validate prerequisites
Hard prerequisite: the live version of this webinar (funnels-conviction-webinar) must have run 3+ times with 5%+ attendee-to-sale and refund rate <10%. If not validated, exit this skill and route user to funnels-conviction-webinar first.
Handoff to funnels-daily-pivot with the 5-email cadence above. Each email tied to an individual deadline.
Phase 6 - Set up tracking + iteration
Reg → attend rate (target 30%+)
Attend → sale rate (target 2–4% on cold, 4–6% on warm)
Cart-window completion rate (% who buy within 72h)
Refund rate (target <12%)
Iterate the broadcast/email if any rate falls below target for 2 weeks
Output template
# Evergreen Webinar Funnel: <ProductName>**Source live webinar:**<validated3+ runs, X% attend-to-sale>**Date:**<YYYY-MM-DD>**Audience:**<OnePerson>## Layer 1 - Registration Cadence-**Slots offered:**<N> slots in next 48 hours
-**Closest slot:** 1–4 hours from registration
-**Confirmation email:** immediate
-**Reminder cadence:** <12-24h before> + <60 min before> + <SMS10minbefore>-**Skill handoff:**`convert-webinar-reg-page` for the registration page
## Layer 2 - Simulated-Live Broadcast-**Source recording:**<validatedlivebroadcastdate>-**Platform:**<EverWebinar / WebinarJam / Demio / custom>-**Live-feel UI:**<countdownON / "live" badgeONorOFF / attendeecounterONorOFF>-**Chat simulation:** OFF (Wayland default)
-**Buy button reveal:** minute 60–67
## Layer 3 - Trust Disclosure (NON-NEGOTIABLE)**Disclosure mode:**<reg-pagefooter / broadcastintro / both>**Reg-page disclosure copy:** "<exactcopy>"
**Broadcast intro disclosure copy:** "<exactcopy>"
**FAQ entry:** "<2-3 sentence explanation of the simulated-live format>"
**Bullshit Filter:** run separately via `convert-bullshit-filter` (coaching pass - no inline pass/fail stamp)
## Layer 4 - Deadline / Cart-Window Scarcity-**Cart-window length:** 72 hours (per individual viewer)
-**Tool:**<DeadlineFunnel / Thrivecart / custom>-**Reason-why copy:** "<bonusescomeoffbecause [reason]>"
-**Post-deadline price/bonus structure:**<whatchangesafterexpiry>-**Trust rule:** post-deadline state PERSISTS - no fake-resetting
## Layer 5 - Cart-Window Email Sequence
| # | Send time | Subject | Job |
|---|-----------|---------|-----|
| 1 | +1 hr | "Replay link inside" | deliver replay + buy link |
| 2 | +24 hr | "[Story-pivot subject]" | story + soft pitch |
| 3 | +48 hr | "Question I keep getting" | objection handling |
| 4 | +60 hr | "12 hours left" | urgency + case study |
| 5 | +71 hr | "Last call - closes at midnight" | cart-close |
**Skill handoff:**`funnels-daily-pivot` for email authoring
## Tracking + Iteration-**Reg → attend target:** 30–55%
-**Attend → sale target:** 2–4% (cold) / 4–6% (warm)
-**Refund rate ceiling:** 12%
-**Iteration trigger:** any metric below target for 2 weeks → audit
## Compositional notes- Hand off the registration page to `convert-webinar-reg-page`- Hand off the broadcast script (already validated from `funnels-conviction-webinar`)
- Hand off the cart-window emails to `funnels-daily-pivot`- Hand off the buy-button page to `convert-sales-page` (replay version)
- After 30 days of evergreen traffic, run `funnels-architecture-audit` to verify simulated-live + scarcity layers aren't leaking trust
## Lineage
The evergreen-funnel methodology synthesizes:
-*Brunson auto-webinar mechanics* - the simulated-live + per-buyer-deadline structure
-*Frank Kern's stick strategy applied to async* - the broadcast pacing
-*The deadline-funnel mechanic (popularized by Mark Thompson + Drew Mannings)* - per-buyer scarcity
-*Cialdini scarcity* (Cialdini, Influence, 1984) - the believable cap + reason-why
-*The Donahoe Bullshit Filter* - applied to disclosure rules
The trust-disclosure rule is the Wayland-specific addition. The canon (Brunson, Kern, Walker) tend to underweight long-term trust impact of hidden recorded broadcasts. The Wayland rule treats trust as a long-term asset that compounds; the disclosure is non-negotiable.
Notes
Single most common evergreen mistake: evergreen-izing a live webinar that hasn't validated. Live at 3% → evergreen at 0.8% → ad spend lights on fire. Validate live FIRST.
Second most common mistake: fake-live chat. Tempting (~10–20% lift in some splits) but produces a chargeback wave 6–18 months out as buyers realize. The trust loss compounds. Wayland default: OFF.
Third most common mistake: fake-resetting deadlines. If a buyer revisits after the deadline, the post-deadline state must PERSIST. Anything else is deceptive and produces refund + chargeback risk.
The trust disclosure is what makes evergreen sustainable. Operators who skip it get short-term lift and a 12-18 month brand crater. Disclose, accept a 5–15% hit, build the long-term machine.
TM hygiene: Brunson, Kern, Cialdini, Halbert, Thompson appear in body for educational lineage. The output uses generic "evergreen / auto-webinar" terminology - no branded methodology phrases.
