You open the webinar room, watch the timer hit zero… but only a tiny handful of names appear on the attendee list.

Where is everyone?

You had dozens (maybe even hundreds) of people sign up. But when it’s go time, the room feels eerily empty.

This can be one of the most frustrating moments for course creators. You did the hard work, planned the training, prepped your slides, wrote the emails, and still, most folks are MIA.

Here’s the thing: it’s not 2020 anymore. Show-up rates aren’t what they used to be, and a 25%+ attendance rate is actually a solid benchmark these days.

But still, we want to put our best foot forward and get as many people in the room as we can.

Because more people live means more energy, more connection, and more chances to convert.

If your promo feels strong but your turnout is weak, this might be a copy issue hiding in plain sight.

Here are 5 sneaky messaging mistakes that could be quietly tanking your attendance and how to clean them up fast.

1. Your Subject Lines Are Giving “Meh”

Your email subject line is the first gate your reader has to walk through. If it’s too vague, too wordy, or too generic, it’s going straight to the trash (or worse… being ignored completely).

Instead, try:

• Leading with curiosity: “What if your next launch didn’t feel like a guessing game?”
• Highlighting a benefit: “Steal the 3-part script I use to convert cold leads”
• Keeping it tight: Under 8 words is the sweet spot

Short. Specific. Scroll-stopping. And if you’re feeling spicy? Maybe even test some one word subject lines. I once received one that literally just said my name as the subject. Did I open it? I actually don’t remember if I did, but I remember seeing the subject line! Do with that what you will.

2. You’re Over-Explaining Instead of Enticing

You don’t need to cram your entire webinar agenda into one invite email. People don’t need a syllabus, they need a reason to care.

Use your copy to:

• Highlight the outcome of attending (not just the bullet points)
• Tap into the problem they’ve been trying to solve
• Create just enough curiosity to get the click

Make your reader feel seen, not schooled. There’s not a lack of information on the internet these days. Connection however, and understanding… people are always wanting more of that.

3. You Sound Like a Sales Page, Not a Person

Your webinar topic and landing page should lead with the value-packed content you’re going to share. If your copy feels pushy or overly polished, your audience might bounce.

Instead of “Join this exclusive masterclass where you’ll learn…” Try “I’m hosting a free workshop next week to show you exactly how I handle [specific challenge]. Want in?”

Lead with what’s in it for them. And when you feel like you can’t find the right words, focus on being yourself and keep things conversational. How would you tell a close friend about your work and how it could change the game for them?

4. You’re Not Addressing Why They Might NOT Show Up

Objections don’t just show up at the checkout page. They show up the moment someone sees your invite.

Common ones include:

• “I don’t have time”
• “I’ve been to webinars before, they’re all the same boring stuff”
• “This won’t actually apply to me”

Good copy answers these before they’re even asked.

• Emphasize it’s short and actionable
• Highlight a unique angle or fresh take
• Clarify who it’s really for (and who it’s not)

5. You Waited Too Long to Build the Buzz

Reminder emails can’t do all the heavy lifting if your audience isn’t already warmed up.

Did your earlier emails, posts, or content:

• Set up the value of the webinar topic?
• Hint at what’s coming before you dropped the link?
• Share a personal reason why you’re teaching this?

Copy isn’t just about the invite. It’s about everything leading up to it.

Bonus Tip: Don’t Sleep on the Replays

Not everyone is going to show up live and that’s okay. Some people sign up just for the replay, especially those who prefer to watch on their own time (hello, 2x speed fans).

Make sure to send your replay link in at least a couple of follow-up emails. This group might not make it live, but they’re still engaged. And many of them are just as likely to buy as your live attendees.

Treat your replay sequence like part of the experience, not an afterthought.

Bonus Tip #2: Offer a Juicy Live-Only Bonus

Want to give people a reason to actually show up live? Make the incentive irresistible. A well-timed bonus (something you only share with live attendees) can give just the nudge they need.

But here’s the key: make it valuable, actionable, and directly tied to the topic you’re teaching. Think swipe files, process guides, templates, or a shortcut that helps them implement what they just learned.

And don’t be shy about it. Mention that live-only bonus:

• In your invite emails
• In every reminder email
• In your social content and stories

It’s not about adding fluff. It’s about showing your audience that being there live means getting more than just the replay, it means getting a head start.

Steal This: The Webinar Hype Checklist

Before you send your next invite, run your copy through this quick checklist:

• Does the subject line make me curious?
• Is the tone clear, casual, and benefit-focused?
• Have I teased a transformation, not just the topic?
• Did I answer the question: Why should I care now?
• Do I sound like a human, not a headline factory?
• Have I shared about an enticing live-only bonus?

One strong invite can do more than three meh ones. Quality > quantity.

Need a Partner-in-Crime Who Knows Webinar Funnels?

If writing your own invite emails and landing pages feels like a chore (or a complete mystery), I offer done-for-you funnel building and copywriting for course creators who want to boost attendance without the second-guessing.

Let’s turn your next invite into an easy yes.