Repeatable Launch Funnel
Just built out a repeatable "launch" funnel...
This is a "list share" strategy - we bought access to a list of 450,000 emails of students who want to study English (much cheaper than generating the leads ourselves).
And we are getting them to register for a live workshop.
Here's what it looks like:
- Registration form (name, email; simple)
- Landing page (the list owner will send an email that includes a link to this page)
- Automation - we tag each registrant in our CRM
- Thank you page (we thank them and we tell them they've unlocked a bonus lesson - the bonus lesson is at the top of our sales page, so they have the option of buying our program before they even attend the workshop)
- Automated emails (at the time of registration, before the event, at the time of the event, after the event)
- Automation - we automatically register to the even each person who submits our form
The list owner writes an email talking about how great we are and why they recommend us. They send it to 450,000 people. The email has a link to our landing page. All of the people who sign up are now our leads. We can keep emailing them even if they don't show up to the event.
So, here's what needs to happen:
- The email from the list owner needs to build both awareness and interest for the live event.
- The landing page needs to reflect what was said in the email so that the core interest that the email created is not extinguished.
- The landing page needs to communicate scarcity - it's a one-time event and there are limited seats.
- The thank you page needs to quickly transition from thanking them to rewarding them with something free, like a bonus or gift.
- The longer you can extend your pre-event funnel (extend it by making more offers and getting them to consume more content - not extending it in time), the more you will be able to offset the expense of the promotion.
During the actual event, you need to explain the cause of their problem and what the solution is...
But DO NOT explain the details or steps of what they need to do. You are explaining their problem in a way that resonates with them. This builds trust. Then you are saying what the solution is, but they don't know how to use that solution or what to do with it, and that's where you position your product.
Keep following up with them after the event because that's where the real money is. Only a small percentage of people buy immediately, so you need to give the rest of them time to make their decision... while regularly reminding them of the cause of the problem and the simple solution that requires your help.
To your success,
- Christopher Huntley