https://www.facebook.com/groups/ClickFunnels/permalink/933398823426493/
[Fill A Funnel – Fill A Room(s) – Fill Your Pockets!]
Want to sell high-ticket items, just like Russel, Dan, or Anthony?
How much are these people making? Well, I #Funnelhacked one for you. Here’s a $300K event funnel to model:
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You gotta get people in a room if you want to sell high tickets – fast.
Perfect Webinar is awesome – no doubt, but if your product is an in-person matermind or master class, the best way to warm people up to what the product would be like, is to get them to experience you, your style, and your content; actually IN a room.
Recently down here in Australia, our very own Gary Vaynerchuk clone ran a series of events around the country.
The dude’s a champ and I hadn’t really “pixelled” much around his stuff, just noticed it out there.
Then something came into my feed that caught my “entrepreneurial” eye, which in turn immediately caught my geeky marketing eye…(see pic of ad)
“Why Did I Like This?”
How many “free event this month” ads do you see in your news feed?
Do they resonate with you? Have you clicked over to see the offer?
The funnel was simple.
Pattern Interrupts:
– FREE!
– “Business Owners & Entrepreneurs” (Self identifiers)
– Discover (big reveal!) and hard fact $$$
– Image – “mastermind” feel, access to “Attractive Character”
(See pic, I obscured it a little in case I offend the owner/get in trouble for reproducing?)
Targeted “locally” to people interested in biz and (sorry I can’t find the snap) if I recall, 29-45 was the age range.
The Funnel:
1) Landing Page (Optin)
– Message congruence of “use social to skyrocket your sales”
– Images of social media for association to topic
– Social proof in the form of videos, images from previous events
– Above the fold “Get your free ticket” pop-up optin
– collected Mobile number as well as email (follow up sequence coming below)
I modeled the landing page as I thought it was pure gold. (see pic)
2) OTO Upsell (Order Page)
– “Personal” video message from Attractive Character
– VIP access available ($47)
– he didn’t have “urgency” and really didn’t push the “scarcity” though this was obvious, so I added a timer and a CTA for “only 5 seats left!”
– this was a self-liquidating offer for the ad spend.
Absolutely genius and for “serious business owners” (was in his personal message) the key to getting the “most value out of this event”
– Value stack method from Perfect Webinar used to make it a no brainer on the logical side of the brain too (I get all these other things to justify the purchase!!)
Follow Up Sequence:
Email/SMS – (automated)
0) Event confirmation (#Confusionsoft receipt…blerr!)
1) Soap opera 1 (day 3) – Why Now?
– breaks belief pattern
– agitates problem (economy…blah blah)
– repeats big promise
2) Soap opera 2 + SMS (day 5) Important Event Info
– great headline for open rates
– embed google map (click through/#confusionsoft tagging)
– adds teasers on big promise
3) Soap opera 3 (day 7) Prep video 1
– open loop for further videos inside the event (which was then pushed out to the buyers of the high ticket only…clever)
– introduction to indoctorination sequence on site (more pixeling!)
4) Soap opera 4 + SMS (day 11) Important Event Info (repeat)
5) Soap opera 5 (day 12) Are you ready for tomorrow? (repeat info)
6) Soap opera 6 + SMS (day 13 event day) Before I forget!
– bring a jacket…+ info – hahaha
7) Soap opera 7 (day 14 day after) Something new
– that headline! What does Russell Brunsonll talk about when creating a cult-ure?!
– repeat big promise calling back to the proof of results from presentation
– CTA to register for a callback
– Who What Why How script is used here really well with objections, “what’s the catch”, risk reversal, etc
8) Soap opera 8 (day 17 3 days after) Huge Ego
– this is amazing, “I don’t need you” – that’s your ego talking, how’s that going for you? ahahahahaha!!!
– CTA as above + “Bring a friend” 50% bonus
– powerful PS about “This Moment”, channeling the great Anthony Robbins…it’s excellent.
Phone Call – (closer call centre)
Week Of SignUp/Week before Event
1) “Hi, it’s *Stu* from DaveDavermans is that Nathan?” Great opener!
– Are you excited? We are…
– What’s your biz type? I think the question was are you a marketing agency? Qualifier to segment maybe?
– See you on Thursday night!!
3 Days After Event
2) “Hi, it’s *Geoff* from DaveDavermans how are you Nathan?”
– Nice.
– We notice you didn’t sign up for *High Ticket* can I ask why your business doesn’t need growth right now? (Excellent!!)
I came clean with him that I was #funnelhacking him and he lol’d. Good times.
–==The Numbers==–
So, this is 100% subjective;
I got the free ticket
Went through the upsell and purchased a VIP ticket too
Was contacted by the team (before and after)
Went to the event, talked to people before asking how they found out about it.
Talked to the guy himself after the event (I wore my #FunnelHacker t-shirt of course!) and I even asked him point blank about his ad spend. He #Trump answered me “Next Question!”
I watched carefully at the close and “rush to the table now” and counted numbers and tried to work out who was signing up and who was just caught up in the moment..
All that to say, I am sure I got some of these right, but it’s really a total guess…
Sign Ups:
During the presentation, the presenter asked his team off to the side for everyone as social proof on the excitement about this topic around town…”How many people signed up for tonight?”
“…what was that? 500, 550? Wow, see guys, your business needs you to take these steps otherwise you’ll be left behind, just like those 100 odd people that haven’t showed up tonight. You’ve taken the right steps…” – something to that order. You see what he is doing there right? #Brilliant.
Front End (SLO): $47 – there was only 25 “front row” seats = $1175.
I figure he could have sold more than that as it wasn’t immediately clear who was VIP by the chair locations. Maybe he sold the first 5 rows?? Who knows.
That’s a decent amount of FB$ to push sign ups!
Back End Offer: $2997
Room Size: 300
Capacity: 90% (I saw them pull about 50 chairs before we went in, so pretty good show up rate – value in the follow up!)
Table Size: 3x trestles and 7x team members (ready!)
Immediate Rush: ~30 people ran up with their wallets open (~$90k) TAKE MY MONEY!
General 45 Min Table Traffic: ~50 counted over the period while I stood there talking to the Presenter and some of the buyers and team members (~150k)
Stragglers: ~20 people were hanging around, but some of them may have converted, but also may have closed in the follow up call the next week also, so let’s say 50% conversion (~$45k)
Surely he would have had people bail out, but the follow up calls might have closed some additional people as well, along with the referral “bring a friend” system too…
But think – he ran these events all over the country…and the product is run in 1 place MONTHS away!
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Are you planning your pitch right now?!?