Offer a lead magnet solving a problem for PT’s, and then Low Ticket Item with a Bonus Strategy Session to prospects in the funnel.
The Low Ticket Item would be an extension of the Lead Magnet, to ensure congruence, and then the two coaching programs 6 & 7 figure coach again built on that.
Ultimately all 3 of these options have their own merit, and I believe all 3 of them would work equally as well. Without trying to give a generic marketing answer as to which one we chose – the only thing left to do was, yep – you guessed it – TEST them.
We started with the Tripwire Funnel.
The reason for this is I had actually created a tripwire funnel about 6 months before I started working with Ryan that targeted this same audience.
I had created a Lead Magnet, and a $7 Case Study Tripwire, both for Personal Trainers, that were converting well – so we decided to get straight to testing it for this new project.
When I went to build out this funnel initially, I started with developing a Marketing Hook for a Lead Magnet.
From my research, which included surveying PT’s to find the biggest pain points and problems they had in their business, the most common answer was gaining clients.
I knew being able to solve this problem with some simple advice would make a great Lead Magnet.At the time, I recalled a 9-word email by Dean Jackson that works amazingly well for generating clients from dead leads on an email list, so I created a free report that included this email and showed exactly how to use it. I called the report “Get 10 PT Client’s in 5 Days.”
I called the report “Get 10 PT Client’s in 5 Days.”
I tested this as a Facebook Ad, and it resulted in leads for just $1 each in a competitive niche.
Once I knew this marketing hook converted well, I turned the ads off and set about creating a Tripwire I could use to escalate prospects through the funnel.
From my research, I knew another limitation Personal Trainers had been using Facebook to generate leads. Also, the 9 Word Email wouldn’t really work if you didn’t have a list to begin with.
So I created an opt-in funnel a Personal Trainer could use, that gave away a free workout program. I generated 11 leads for under $30 on Facebook using this process, and I turned these results into a Case Study, which I sold for $7, showing PT’s how to use Facebook and Generate Leads.
When I tested it, it also converted well, and I was acquiring customers at break-even.
There was only one remaining issue at this point – I had no back end, and no intention of creating a coaching program or going any further with the experiment at this point, so I stopped running ads and put the project on the side.
Once I met Ryan and started working with him – we discussed how we could generate more leads and sales for 6 & 7 figure coach.
We brought the same funnel out and made one distinct change to it – we added a bonus strategy session to the funnel for anyone who bought the case study.
This gave both an added incentive to purchase and the strategy sessions we wanted.