Secondary Goals: Yay or Nay?

Lesson 2 Module 1

I get it: there's a lot you want to accomplish in your business. But you won't achieve any of your sales goals if you overwhelm your prospect with options. And by overwhelm, I mean promote more than one.

1. Simple = Sticky

While you're creating informative, engaging content, you should always bring it back to one "sticky" message. That's the takeaway that will stay with your audience 15 minutes, 24 hours, or one week, or longer after your webinar.

A sticky message is simple, unexpected, concrete, credible, emotional and tells a story your prospect can relate to.

Pro Tip: Say it out loud. Seriously. Tweak it until it feels both natural and sincere.

2. Keep a File of Secondary Goals

These can be your plans B, C, and D for follow-up offers, if they're not biting on your main CTA. They're also a great idea source for your next webinar.


  1. Restate your primary goal as a "sticky message." Make sure it feels authentic and sincere when you say it out loud.
  2. Keep a list of secondary goals and messages, so you can refer to them down the road.