How We Made 3.4 Million Dollars with a Three Day Challenge Funnel Case Study

Earnings Disclaimer: You have a .1% probability of hitting million-dollar months according to the US Bureau of Labor Statistics. As stated by law, we can not and do not make any guarantees about your own ability to get results or earn any money with our ideas, information, programs, or strategies. We don’t know you, and besides, your results in life are up to you. We’re here to help by giving you our greatest strategies to move you forward, faster. However, nothing on this page or any of our websites or emails is a promise or guarantee of future earnings. Any financial numbers referenced here, or on any of our sites or emails, are simply estimates or projections or past results, and should not be considered exact, actual, or as a promise of potential earnings – all numbers are illustrative only.

I’m pleased to announce that challenge funnels are officially back.

It’s been a long few years where webinars, challenge funnels, low ticket to high ticket and all kinds of other funnels that over these last couple years specifically have just kind of been terrible.

Whereas for the years prior to that Dark Age window they were doing phenomenal.

Unfortunately during that last few year hiatus these types of funnels just honestly didn’t work that well. They weren’t as effective. They were lower on my list of things that got businesses to million-dollar months and kept them there and helped them scale.

But I’ll tell you what, they are fully back.

Today I’m going to go through all the best practices from a recent challenge that we did with a client that was about 1.9x profitable on the front end on just shy of $300K in spend.

So going into the challenge we were profitable and then we cleared about $3.4 million on a $110,000 upsell on the back end.

I’m going to go through all the best practices of this specific challenge from this client, from the advertising lessons, the actual challenge lessons, some of the marketing automation that helped with our show rate.

We had over a 70% show rate for this specific event—significantly higher than typical webinar attendance rates, which average 40-50% for registrants who show up.

I’ll go through all the best practices here. So excited to talk about this.

If you’re new here, all we do on this site is talk about hitting million-dollar months. Welcome in.

We take client lessons from the over 40 different people now that we have helped get there and keep there and hand down to you in these pieces.

So welcome and if you’re new consider following along after you check out today’s piece.

And if you’re already following along, welcome back. I got another great one for you here today.

So before we officially dive into this, let me just mention this. We made a piece just recently on how webinars are back.

I would really encourage you to go check that out after this because just like here telling you challenge funnels are back, live webinars with some very specific modern best practices are working well again.

There’s also going to be some future pieces you can anticipate from me that give or take the time that you’re reading this might have already been posted.

So be sure to check out my site for those as well on things like low ticket to high ticket, DM strategies and a few other strategies that are working really well for us right now.

So I’m pumped to let you know that we’ll be dropping some great content on those as well.

If your business is already generating $100k+ per month, My Inner Circle is where you break through to the next level. Inside, I’ll help you identify and solve the bottlenecks holding you back so you can scale faster and with more clarity.

Let’s dive in.

What Are Challenge Funnels and When Should You Use Them for High Ticket Sales

So let’s get to the top lessons of this specific client’s challenge funnel.

Let me be clear on what a challenge is first so we’re on the same page from a vocabulary perspective.

Challenges are live events that have an extensive amount of content.

Challenges are typically best for sales organizations and teams that only do well with layup deals.

If you have a real sales team that can go out there and just outbound dial, deal with lead magnet leads with setters and successfully put them on a closer’s calendar and scale up, then you don’t necessarily need to do something that’s going to take as much time and effort as what a challenge event will.

Challenges are extremely time and effort intensive. They are not by any means efficiently executed.

There’s a tremendous amount of content that you must prepare as the presenter.

There’s a tremendous amount of different ways that you can technically execute it including other guest speakers becoming involved, doing it all yourself which would technically make it even harder.

The way that you execute it being on like a laptop, a DSLR setup or going into a full-blown studio environment like what this specific client did that I’m going to tell you about.

Simply put, we have a client right now as a perfect example. They do about $1.6 million a month and literally all of it comes from their setter dialing lead magnet leads, book buyer leads and just very basic Hydra traffic that’s just raising their hand saying I’m generally interested in what you can talk to me about.

Their setters and their closers are so good at taking that type of lead and converting them into a buyer that ultimately they don’t have to do things like this.

So a challenge is very effective to execute when you have a team that requires you to have an extensive long drawn out content process framing window prior to actually getting them on to the closers’ calendars themselves.

Most sales agencies as an example require you to do these types of leads.

Whereas if you have an internal team of real salespeople, you might not need to execute on this.

Challenges are typically drawn out for as little as 2 days, as much as 9 days.

We had a client back in 2022 during the hiatus, the Dark Ages where challenge funnels really weren’t doing that well, that still was doing about $1.5 million off a challenge.

They’d probably do a lot better on that today. They did a 9-day challenge in an industry where they were selling people on buying land. It was a real estate info product offer and they had a $40,000 product that they pitched inside of it.

Nine days worth of 3 to 4 hours of content per day teaching people extensive amounts of information on land flipping in this particular case in order to upsell them on a $40,000 offer.

The particular client I’m going to talk to you about here today has a $110,000 offer also in the info product space.

And again we’ve seen this specific funnel work across high ticket services. We’ve even had a few clients in the high ticket ecom space that have successfully executed challenge funnels, although much more rare.

This type of funnel strategy is typically used in the info product world and in some instances just in the high ticket service world in general.

So without further ado, let’s dive into some of the best practices.

Should You Charge for Your Challenge or Offer It Free and What Are the Pros and Cons

First of all, you can do a paid challenge or you can do a free challenge.

Here’s some of the pros and cons to both.

Paid challenges will obviously add some friction to the front-end process. You’ll typically get far fewer quantities of people that are going to actually register.

And give or take the specific level of spend that you’re going to put towards this thing, that’s going to dictate the volume of people that you’re going to get in.

And due to the fact that you have three to potentially upwards of more days than that worth of content to put people through, you’re going to have a degrading show rate each following day.

So what you ultimately have to remember is, and it’s very simple to conclude to this, people who buy the challenge have a much higher probability to show up.

People who opt in for free to the challenge have a much lower probability to show up.

That doesn’t mean that free is unprofitable. It just typically requires you to financially model things a little different when you execute these things.

Let me also add in a few more best practices and the pros and cons to both.

Paid challenges will typically also increase your show rate for each subsequent day that follows, which you’re going to want because typically you’re not pitching on day one of the challenge.

Generally you’re pitching on day two of the challenge, which is a very important consideration.

Again with free challenges, although yes you might bait people in successfully to show up to the first day, due to the fact that they have no skin in the game they generally don’t care to show up for the subsequent days that follow.

So you see a pretty dramatic drop off when you are doing free traffic.

Again that does not negate the fact that you can still be extremely profitable on a free challenge.

But for the case study in particular I’ll cover here, we did a paid challenge.

In addition to that, paid challenges, a big pro is that you have the probability more in your favor obviously to liquidate ad spend on the front end of the challenge.

When you do a free challenge you can still have upsells on the back end of the opt-in that increase the overall average order value from being free to at least tens of dollars or potentially low hundreds of dollars to be able to liquidate that front end ad spend that you’re dropping.

However very important to note that when I have a paid challenge, in my case at a 1.9x profitability on the front end, we obviously were already rolling in it just going into the challenge itself.

All of the revenue that was generated was free and clear profit minus sales commission.

So in a free challenge, give or take if you’re doing it where you have some upsells on the back end of the opt-in itself, that’s going to dictate ultimately whether you have potential to actually make some front-end cash or not.

But again you get a lot more people on free, you get a lot less people on paid. So that’s something that’s important to consider.

 How to Use Early Bird Pricing to Maximize Challenge Ticket Sales and Average Order Value

With this specific client we did a paid challenge.

It started off really simple. We had early bird pricing.

In terms of the general timeline we marketed this thing about a month and a half out. So we gave ourselves about 6 weeks in total to be able to promote this.

And at first we ran the early bird for about a full 6 weeks. We ended up extending it a little bit because that’s when we saw the most purchases.

It was originally intended to only be marketed for about 4 weeks.

So it’s important to note the early bird pricing essentially ran all the way up until literally the last couple days of the actual event starting up.

We didn’t intend on that. We intended for about 4 weeks to be the early bird promotion and then the final two weeks of this 6 week timeline to be like a tiered price increase as we got closer.

In addition to that we had a general ticket and then we also had a VIP ticket.

The differences between the two, the general ticket was about $79 all the way up to about $99, whereas the VIP was about $249.

The differences were just things that you got access to. The VIP didn’t really include much more than just an additional breakout room session with the host of this specific event.

In addition to that it included just a few more intangible info products, just digital goods.

The standard general ticket, you’ll notice I put a range between $79 and $99. There was a range of that where we still concluded to both being early bird pricing.

So we did technically jack up the early bird pricing just a little bit but we still noticed a huge quantity of buyers would purchase when it was framed as early bird rather than framing it like hey you missed the early bird and now you just need to buy in general.

The only time that we officially got rid of the early bird in this case was about 4 days out from the actual event starting itself.

So something to consider, when we finally got to the point where we were no longer doing early bird this price went from $79 to $99 to $149 and the price of the VIP went to $349.

Now out of these two different price points there were also upsells on the back end.

So in either one of these cases both of them had two, not one but two different additional purchases that you could make on the back end.

The first upsell was $99 and again this is just another digital good. It was like a mini course is how we framed it.

And then we had upsell number two which was actually cheaper, believe it or not, it was about $29 and that was for a book bundle.

The book bundle included the book like a physical copy of the book that we would ship to the individual, the digital copy of the book and the audio copy of the book.

This in total put our average order value at an average of about $140-ish at the beginning and then it ended up finishing off in the $160s.

So we’ll just put $140 to $160 for our average order value total here.

Now long story short and this is important to note, I mentioned at the beginning of this, our cost per purchase, in this case our cost per action, was about $60-ish.

It ranged initially as low as about the $50s for the first $40K to $60K in ad spend and then it slowly crept up towards the tail end of that 5-6 week window where we were still milking the early bird pricing.

I will say this, I actually think that we could have had a lower average order value in the instance that we didn’t have this little hiccup in the middle.

When we initially intended to raise up early bird pricing to the standard pricing, we did that for about 5 days in total and we saw a dramatic dip in total purchases which drove up our cost per purchase dramatically.

And then we brought back early bird pricing which lowered it right away.

But I still got not a significant amount of spend off but enough to average up my average order value a lot in that 5-day window where we got rid of early bird pricing in the middle of it as originally intended.

When we brought back early bird pricing just to be very transparent, average order value obviously went back down a little bit as well. However our cost per purchase did as well.

To be clear, our cost per action fluctuated all the way up into the $80s. So we were in the $60s to $80s throughout this whole thing.

That resulted in us at the finish of this whole thing being a 1.9x ROAS on front end.

I was able to get off about $292,000 in ad spend. So we were doing pretty well.

We flipped, we’re just going to call it $600K because I don’t want to do the mental math right now for what $292K times 2 is, $600K in total front end.

And by the way that was just from paid.

So all this is just from the paid side of things. There were, and this was actually quite surprising, this is a rather significant organic business, we didn’t see that many purchases from the organic side of things.

I’m not sure as to why. It’d be a lot of assumptions if I sat here and tried to be conclusive about why that was the case.

We saw about a thousand purchases in total from organic.

When you take this math here, let me just make sure I do the exact math for you so I don’t get called out, we had a little over 6,000 purchases in total from this whole thing from the paid advertising.

And without knowing the exact cost per purchase off the top of my head, I want to say we ended off in like the high 4,000s or like the very low 5,000s in terms of total paid ticket buyers.

But there was a slight discrepancy in tracking to be fair.

So we weren’t really ultimately sure the exact amount that we got from paid versus the exact amount that we got from organic.

We just said roughly high 4,000s or low 5,000s is what we ended up getting from the paid side of things. We knew that with certainty but again we just didn’t know the exact specific number that we had gotten.

There were discrepancies across the board. We had done a lot of funnel testing throughout this.

One of the other mistakes that we made in this whole process, generally what we do as a best practice, we have one funnel that’s specific for our paid advertising per channel and then we have another that’s specific to just the organic channel.

And there was a new staff member that was hired within this person’s business that was responsible for the funnels. They had sent us over one of the organic funnel links and we had not caught that issue for about 10 days of the full advertising process over that 6 week duration of time.

So a little more than a week, almost a week and a half, we had an organic funnel technically attributing sales to it that should have been attributed to paid.

We did have tools like Hyros that were able to help pick up on that and help with our attribution issues.

But due to the fact that we generally follow this triangulation of truth tracking model where we have three different mechanisms for tracking so we can triangulate the truth and try to figure out what was actually accurate, I can’t give you a very specific answer unfortunately which I’m sure you’ll deal with too.

Anyway what we did know is we were 1.9x ROAS positive.

And that unfortunately as well, just that little tracking discrepancy also prevented us from spending significantly more money as a result.

So I was only able to get off about $292,000 in spend over that month and a half.

You’re probably asking yourself just as I was asking myself along the entire way, why aren’t we getting off significantly more spend than this?

The other main thing that was preventing us besides just the tracking discrepancies throughout a few days of this whole thing was the fact that we didn’t know it would actually work on the back end.

Because the entire intention of a challenge funnel is to upsell people heavily in the challenge itself.

So due to the fact that this was the first time ever that this specific client was executing on this, we had no clue if it would actually work or not.

Now although yes we were turning a dollar into $1.90 on the back end, we unfortunately just didn’t feel confident to continue spending an aggressive amount of money because we also wanted to maintain that ROAS. We didn’t want to work it down to break even.

I will say this, in almost every single challenge that we ever executed in the past and that will continue to set the expectation for all future challenges that we execute, we tell clients we do not anticipate being front-end profitable.

Is the expectation that you will turn a dollar into $1.90 on the front end? The usual going into it, no, actually quite the opposite.

For almost all challenges that are executed you’re generally losing money on the front end when you do paid challenges.

Especially when you do a free challenge you’re also losing money on the front end.

So it’s important to note in most instances you’re not going to be able to just spend significantly more money in perpetuity as you maintain profitability on front-end challenge sales.

You are most realistically going to set like a hard budget for this thing. You’re going to have a gambling budget that you want to calculate to determine whether it’s actually worth it or not to go above that budget at a certain point based on what your cost of acquiring a challenge opt-in or a paid challenge buyer actually comes out to.

Ultimately if you’re profitable like I was and you do not want to operate out of a fear-based mindset and you have a lot of confidence that you’re actually going to be able to upsell people heavily, I would encourage spending as much money as humanly possible that your credit card will allow you to while paying it off in real time if you are maintaining front-end profitability on a paid or free version of a challenge.

Get as many people as you possibly can.

How to Use the Hammer Them Content Strategy to Get Over Seventy Percent Show Rate

The issues that you want to deal with, like what we dealt with here in this example, was we had to call up Zoom and we had to say hey it seems like there’s a hard limit of 5,000 people that we can successfully have on this.

And we were actually working with a Zoom engineer for the solution of how to successfully execute this.

We had a little over 70% show rate. The exact amount came out to about 70 point something for the exact show rate on this whole thing and that was phenomenal.

But again you can expect that kind of show rate when you do a paid challenge.

You can typically anticipate webinar show rates for free challenges which can conservatively be as low as like 12% to 15%, though industry data shows B2B webinars generally see 20-40% attendance rates depending on the sector.

So just keep that in mind, very important to consider this whole thing.

Outside of ad spend and just front-end acquisition I want to be really clear when I say this, the show rate to getting people to be excited about the challenge and to make sure that you have as big of a show rate as you possibly can have, you want to follow all the best practices that we’ve laid out on this site historically.

So one of those best practices when it comes to show rate was the hammer them strategy.

We milked the daylights out of the hammer them strategy and we had to do it a little bit more aggressive than what we would generally do because in this case we had a little over 6,000 different people that we had to hammer and it was a broad duration of time.

Typically with the hammer them strategy we have a very short-term window with a very tight audience.

So for all those unfamiliar or unaware, the hammer them strategy is a content marketing strategy that I created just over these last about year and a half, almost two years now that we’ve been using mainly for call funnels.

Originally what we noticed with the hammer them strategy was when somebody would book a call, prior to them actually showing up to the call if we could successfully get about 15 to 20 originally short form pieces of content that fell into these four different quadrants of content categories, we had a lot of success with moving the lead that booked the call further down the sales process.

A lot of the sales feedback were things like “Hey, these leads feel much warmer.”

Our goal with content marketing strategies like that is to replicate the organic sales process as close as humanly possible with what we do now.

With the hammer them strategy outside of just short form we’ve also incorporated long form content into it as well.

So we have two different campaigns that will successfully run for it, one with short form and one with long form.

So ideally in the context of a call funnel in this example for where it originated, prior to the call we would get a lot of content in front of a lead prior to them actually showing up for that call.

The main thing that I always see from people who just consume my free content, don’t actually spend any money with me, which by the way is a huge mistake, I understand obviously you’re going to want to go try things that I teach on this site in order to make yourself some more money and get more results.

But you have to heed this warning in every piece where I teach you stuff, I am very clear on the expectations for what you might actually see as a statistic to have the effectiveness of the result.

Usually people who try my strategy like the hammer them sequence who then later buy my stuff and I officially get to audit it, they always fall below the actual frequency target that you must have to see effectiveness with the hammer them strategy.

So to be clear in the original call funnel sequence we ideally have at least a 15 to 20 count frequency on unique pieces of content reaching that person before the call time.

It’s the same exact thing in terms of an expectation that we want to achieve for a webinar.

So if I get somebody to opt in and I have a two-week promotional timeline, I want to have at least a 15 to 20 frequency count over that two-week duration of time.

But because I have a bigger audience I have to spend more money to achieve that frequency to see the result I’m after with the hammer them strategy.

Within a webinar context that would be getting people to show up and getting people to buy at a higher rate.

In a challenge funnel I’m typically getting even more people that I have to hammer so I have to spend even more money on the front end in order to achieve that desired frequency target.

So as you know on this site all we talk about is hitting million-dollar months.

One of the biggest issues I get from the smaller people who consume my content is like “Hey Jeremy I don’t feel like you’re talking to me and I don’t know if I can execute this successfully” and you’re right.

I’m not talking to you about spending $1,000 a month on ads.

I’m talking to the big people that are going to spend a significant amount of money on the things that I’m talking about and that want to make a significant amount of money with it as well.

So with the expectation I’m about to set, yes it might exceed what you’re willing to spend in an entire month on ad spend.

But in this context when we make $3.4 million in one month, that’s the type of person that I’m talking to that wants to achieve that level of result with what I’m handing down here.

Could you theoretically find a way to execute on these things at a smaller level? Sure.

But with smaller levels you typically have a higher probability to fail.

If you’re in programs like my Inner Circle group as an example where we do twice a month one-on-one calls, weekly group calls on topics just like this, we go through information at length to ensure that at smaller budgets you have the highest probabilities to succeed.

But we also recommend very specific strategies both for your advertising and for your conversion mechanisms, aka the funnels that you’re going to choose to use to actually see effectiveness with whatever budget you have.

If you’re just simply here consuming my stuff for free, I can’t give you that context.

So you have to be able to successfully think with what is most appropriate for me to choose to do as an ad strategy or a funnel strategy relative to all the options that I have available.

You obviously have to make that conclusion yourself if you’re inside of one of my paid offers.

As I mentioned like my Inner Circle which also includes our quarterly in-person masterminds and we have a group chat that you can tag me and just ask questions to everybody else in there.

It’s a little over 130 people currently in the group that are all rich people trying to get a lot richer doing things similar to you.

They’re offer owners, people who are category kings or to the few women that we have in there category queens that are attempting to make a lot off of their specific niche and offers that they have.

The point I’m attempting to make is very simple. Whether you’re in the Inner Circle program or in the Master Internet Marketing group, you have the ability obviously paying me money to ask me questions for what’s going to be most appropriate for you to execute on.

When we run a challenge we use the hammer them strategy and just to be transparent I spent roughly $227,000 over this entire month and a half to achieve the desired frequency count of getting at least in short form content 15 to 20 total unique pieces of content in front of the over 6,000 people that purchased this challenge.

In addition to that with the long form content I had a frequency of 11 for getting long form pieces of content in front of the people who purchased the challenge prior to them showing up.

In a call funnel do I have to spend nearly that amount on the hammer them sequence? No, because it’s a far smaller group of people so therefore there’s a far smaller amount I need to spend to achieve my desired frequency.

There’s not a static answer for budget on this best practice.

The answer is spend whatever it takes to achieve the desired frequency if you’re going to execute on a strategy that requires a frequency target to see the optimal result from it.

That’s something very important to remember and consider.

What to Do on Day One of Your Challenge to Get People to Show Up Day Two

So outside of the hammer them strategy we also had what we consider an education-based email sequence.

Outside of that we have some modern show rate best practices which for us include due diligence best practices and some trust assets being sent to people.

We have specific pieces on a few of those things on our site that we posted most recently. Be sure to go and check those out.

So to continue, our show rate sequence was very aggressive from the point of the confirmation page after the upsells. We started the framing process creating excitement from both the main speaker and the handful of guest speakers that we had.

Let’s break down the actual challenge itself so you can understand how to execute on this thing.

So in this case we did a 3-day challenge. Each day has a specific set of best practices in order to make the most money from this thing.

The three-day challenge, number one, day one we had pure content.

So it is very value dense amounts of information. So value dense content, it was about 4, it ended up being close to 5-ish hours of total content.

There are strategic breaks worked in throughout the content.

We also had an MC. So for all those who just may not know what I’m talking about, at higher levels it creates a lot of authority to have somebody else that’s doing the host stuff.

So as an example soon as the challenge starts and people start showing up, this was a high production event.

There is a specific company that I believe is in Charlotte. I actually am not familiar with the name of the company to be clear but the two ladies are Barry and Blue if you’re unfamiliar.

To be clear these two ladies do an exceptional job with the studio that they have set up for this and they did phenomenal on just creating that very high production value environment.

They had those giant screens like you’ve probably seen this from people like Tony Robbins, Dean Graziosi has done it in environments like this.

I believe people across all different major levels of personal branding you’ve probably seen in environments like this.

I think Russell Brunson has done an environment like this and then our client that I’m giving you an example of here also did it within this same environment.

It has big screens behind them that can be changed to the slides of the presentation, it can be changed to showing the Zoom people sitting there watching the event.

Again it’s a very interchangeable, very dynamic immersive experience.

The content as it’s streaming through Zoom is coming through in exceptional quality. It’s also being recorded on cameras that are not streaming live that way it can be used later on for evergreen webinars or content or clipped for ads or whatever you want to use it for.

And then there’s a whole production team behind the scenes that’s executing on this, controlling lighting, playing music to get people pumped up as soon as they join in and in between breaks and all this stuff.

And in particular they had an MC, they had a host of the event. In this particular case it was a guy.

This kind of person is responsible for creating energy, getting everybody hyped up, getting everybody enthused, controlling the frame, introducing the next speaker that comes in and then transitions off to the speaker that presents next and you start the process of dropping the value.

Usually every speaker would talk for about an hour.

So over the course of this 4 almost 5 hours you had about 4 speakers in total on the first day.

And I want to be really clear when I say this, obviously the event in most challenges is themed around a particular outcome.

Due to the fact it was a paid event and yes the intention in whether it’s paid or free is to upsell people heavily, you have to keep in mind you are there to deliver a ton of value.

You have to hook people in to actually saying yes this was worth it and I’m enthused with the fact I just paid to be here.

So the content has to be really good. You have to genuinely teach people about whatever it is that the theme of the challenge is centered around.

So in this particular case this client was teaching about buying businesses and this specific client did a phenomenal job over the top with executing the value dense content being presented.

So did every other speaker that presented as well and they all talked at length about buying businesses and giving people actionable insights, things that they could go and do.

But just like here on my site, like what I do with you right now, is I sit here and give you roughly 10% of what there is that I could tell you about and I keep the other 90% for my paid programs.

Now as shocking as that might be to some of you who sit here and say wow this person’s free content is really good and it is value dense and it helps me and there’s very little filler information, you’ll still be pleased to know that when you transition to the point of actually transacting with us and getting into our education company product offers or eventually becoming a potential hands-on client of ours or a consulting deal of our marketing agency, you’ll be highly impressed with what you get access to on the other side of that transaction.

Your content has to be better than other people’s paid stuff.

That’s the key.

You sit here and consume this right now and are learning all of these extremely actionable insights.

Meanwhile the people in my paid programs like my Inner Circle as an example where we do those twice a month one-on-one calls, 30 minutes each booked at your convenience, you can message me in real time with things that you want me to review.

I typically get to it a couple hours after you message in, sometimes the next morning depending on the day and the time that you message in.

You can message me in the group chat in real time. You can ask other people questions in the group chat in real time.

You can come to our quarterly in-person masterminds hosted in January, April, July and October right here in good old Miami, Florida.

And in addition to that you get the group chat full of rich people trying to get a lot richer and our weekly group calls hosted on Saturdays at 11AM Eastern Standard Time.

Inside of those programs we talk at an even higher level about these same things. We go through our SOPs. We leverage AI Jeremy to exploit these things in real time in addition to real Jeremy of course in order to make more money.

So again my point is the free stuff, like what you’re going to present in the challenge has to be value dense but you’re still holding things back.

But they’re also not really thinking to themselves this person’s holding back, just like you right now. You’re like wow that’s good, there’s stuff I can go do with this immediately.

You get what I’m saying? There’s still things you could do to get a result.

But ultimately when it comes down to me saying hey buy this, it still makes sense to buy it because you’re still going to get more value out of buying it.

So in a paid challenge or a free challenge that’s a major key.

Back to my points here. So outside of value dense content, outside of the fact that it was about 4 to 5 hours a day for the first day in particular, we also have the MC for a nice authority boost, somebody that comes in and does all the filler stuff that you don’t otherwise want to do that way the speakers maintain high levels of authority.

Last thing and this is very important to understand about day one, it is all about getting people to show up for day two.

This is what’s important to understand. If you lose people on day one, day two is where you do your pitch.

So day two is, and we’ll talk about this at length here in a moment for what you successfully execute on day two, but day two simply put is where you’re going to make your call to actions to actually start the process of making money off this whole thing.

So if you fail on day one, if you do an awful job actually giving people a reason to show up for day two, you’re going to have a bad time.

You have a much lower probability to actually make money off this whole thing at the level that you probably want it to be especially given all the time and effort it’s going to take to execute this kind of thing to actually make money off day two.

Really important to consider.

How to Pre Frame Your Audience on Day Two to Handle Objections Before You Pitch

All right so let’s go into day two. So day two is first of all really fun.

I want to give a quick shout out to Myron Golden. Myron Golden is arguably one of my favorite mentors I think I’ve ever had.

You could pay Myron upwards of whatever he’s charging currently for his, he calls it Million Dollar Day I think is the name of this specific offer that he has.

He has two different things in particular that I’m going to talk about briefly.

The pre-frame is the main thing that I’m going to sit here and talk to you about that I learned from Myron.

So first of all without giving away all Myron’s information because again learning it from Myron directly is just so fun.

First of all Myron’s an incredible person to learn from. If you ever get the opportunity to do so I would definitely encourage that you do it.

But Myron is one of the smarter people that I’ve ever had the opportunity to learn from and he has such a unique approach.

And one of my favorite things about what the guy does is this concept he has called pre-framing.

So you go into value dense content, you know get people excited and continue to fulfill on the premise of the challenge.

But in almost all instances what prevents people from purchasing things are very specific mental blocks that have to be addressed prior to you actually making a call to action.

As an example here in this very piece as I make call to actions to you to check out the links available for our paid offers, there’s something that’s left unaddressed if you don’t actually go and take action on it.

Like as an example maybe you’ve been absolutely hurt by other people that you’ve bought courses from.

Or maybe just the fact that I live in Miami, Florida makes you have some kind of association that I’m a piece of trash or a scammer or something due to the fact that Miami has somewhat of a reputation for people like that living here.

At the end of the day there’s something typically left unaddressed.

It’s like I know you’re going to get a ton of value out of our paid offers if you’re the right person.

But if I can’t successfully without a back and forth conversation with you actually plant and address the right things in your mind to make you confident come time that I make the call to action, there’s a much lower probability that you take action.

So the concept of pre-framing that Myron teaches is we want to successfully frame before we actually make our pitch that way by the time we make our pitch there’s a much higher probability that people are responsive to it.

It’s not just about dropping the extremely value dense information and then just saying hey by the way if you want the last bit of what I didn’t talk about go and buy my stuff.

If the different mental objections are left unaddressed we will fail to convert a majority of the people there.

So in this particular case we ended up with about a 6.3% conversion of people purchasing that showed up—which is strong considering average webinar conversion rates typically range from 5-20% for high-ticket coaching programs.

So there’s a few statistics in between the 70% show rate and the 6.3% quantity of people actually purchasing. I’ll talk more about that here shortly.

But I just want to mention that’s arguably pretty good for a $110,000 product against like 5,000-ish people or high 4,000-ish people that actually showed up to this thing.

But a lot of it came down to the pre-framing lessons that Myron helped teach and talk about.

So I’ll give you two examples in particular and then I’ll leave it at that.

Two of my favorite examples that I’ve actually executed myself, you can go to my Instagram and you can look at a few of the examples if you scroll through my page enough you’ll eventually see me on stage and I clipped them and I posted them on my page so you can check them out.

So one of them in particular Myron talks about opportunity cost.

So again this is straight from Myron Golden, I executed it on stage and it was really fun to do.

So I had a $100 bill, a $50 bill, a $20 bill, a $10 bill and a $5 bill.

So I had five total United States dollar bills in front of me and I had each one of them in my hand and I called up five random people from the audience at this specific event that I was at and doing this with.

So I get five people on stage and I have them all stand behind me and I have a microphone and I start telling the story about taking advantage of what we call First Mover’s Advantage.

So in this particular case the offer that was going to be pitched at this event had a lot to do with taking action on something that would be considered a risk and you’d be one of the first people doing it.

So one of the pre-frames had to be instilled prior to making the call to action to buy was that risks are worth taking when there’s new opportunities because you typically get the most result compared to the people who later take action.

So long story short I get to the point where I’m telling a story about a guy that I had lunch with.

And this guy told me, this is an audacious claim that this guy had made, he was like dude I was making upwards of like $160 million a week selling shares in companies before they had gone public.

And I was like excuse me, what?

And anyway the guy essentially reveals to me that he had this company where he was selling shares in defense companies that ended up being major publicly traded companies.

But before they had actually ever hit the public market he was essentially buying employees’ shares which the employees were happy to sell to him because they were able to liquidate their stocks they otherwise would have been illiquid technically.

And he would then take those shares on the private market and he would go and sell them to other people.

Long story short this was one of the first guys who had ever done this. He wasn’t the first but he was one of the first.

And as a result of being one of the first he made significantly more money than the people who try to do it today as an example because there’s a lot of different people that technically can do that nowadays.

It’s no longer like a First Mover’s Advantage.

One of the most classic examples of this reference would be like gold mining right?

Like way back in the day here in the United States and in different parts of the world you had everybody that really settled into the Eastern United States.

And one of the main drivers for going west outside of just the difference in environment, it was a pretty big risk back in the day when you would move across the entire country, it wasn’t as easy as it is today obviously.

It was financial motive. Of course some of it was homesteading.

Like as an example here in the United States we have a state called Montana, there’s a concept called homesteading which would give you the opportunity to just go claim X amount of acres of land which could be literally tens of thousands of acres of land.

And as long as you made it productive which meant like farming or doing agricultural or potentially like logging or all kinds of different things, the land was yours. You essentially got it free and clear but you had to make it productive.

Another example would be the gold mining, just going across the entire country to go and mine for gold for financial gain.

And there’s tons of different examples that you could use for industries that you might be aware of when you tell these stories.

So I’m telling one about the guy who made $160 million a week selling shares in companies before they’d go public buying them from employees.

I then held up a $100 bill and I said what’s interesting about the First Mover’s Advantage, the people who take action first before anybody else is they make the most money.

The people who take action first they always make the most money.

And you essentially just sit there and repeat it a few times until one of the five people behind me actually had it click and two of them in particular just come rushing up and they try to take the $100 out of your hand and you let one of them take it.

And then everybody in the audience gets it and it starts sinking in for what the other four have to do next.

And you hold up the $50 bill next and you continue on with your story and you’re like and listen, the people who came to Montana at a later time to homestead, it’s not like they made less, it’s not like they got that much less land.

Like hey maybe instead of the 100,000 acres of land maybe they only had 5,000 acres of land.

And then you hold up the $50 bill, the second lowest denomination and you say well I mean the person who technically moves second, they still do pretty good right but they don’t make as much as the first person.

And one of the other four people just comes up and snatches it from you.

And then you do it for the remaining three bills for the $20 bill, the $10 bill and the $5 bill.

And the person who grabs the lowest bill, the $5 bill in this case, they obviously kind of get laughed at by the entire audience and they kind of feel bad a little bit.

They don’t rush up to you to take the money and they typically walk a little slow and they just feel embarrassed overall.

And then you point out to the crowd, you say but you sitting in the crowd as you laugh at that person who just only got $5, the person who technically moved last, sure he didn’t make as much as the first guy who got a hundred, he didn’t even make as much as the second guy who got half as much as the first guy.

But you know who got literally nothing here?

And you do a nice pause and you just look at everybody in the audience.

You, the people who just sat here who just watched on the sidelines who didn’t even have the willingness to come up on stage and take a risk.

You laugh at the guy who only got $5 but how much did you make through all this? You didn’t make anything. You only learned lessons.

They learned lessons and they got paid.

And then everybody gets it and you emphasize the power of First Mover’s Advantage with a lesson like that.

Myron has another one that’s really good and I call it Penny Vision.

I’m sure that he has a very similar name for it.

I highly doubt that people actually carry pennies nowadays but I always like to think that Myron probably plants somebody in the audience with a penny or maybe in a backup plan he just carries one around with him.

But same kind of concept, I did this on stage as well.

You have a penny and a $100 bill and you’ll tell the story of how sometimes you have to get people to tell you to move something that’s blocking your vision preventing you from taking advantage of opportunity to then be willing to take advantage of opportunity.

So Myron starts to tell this story. Again it could be any manufactured story or something that’s obviously real ideally that has happened in your life.

I’ll give you a great example for what I talked about on stage. So again this is all posted on my Instagram if you want to go check it out.

So I hold up a penny in front of my eye and I hold up a $100 bill in front of me and I’m telling the story while I keep this in front of me.

And I start to tell the story where I’m like you know one of the worst things that happens in my education company is knowing that I could help somebody but them not knowing I could help them.

They have something that blocks them, prevents them from actually taking action with us and buying from us.

And it could be as simple as they’ve just had handed down beliefs.

Handed down beliefs could act as the penny that prevents me from seeing what’s right in front of me.

Handed down beliefs could be, I’ve always heard courses are just a scam. Or oh everybody who sells courses is just terrible. Or oh my buddy bought a course and he got scammed so I’m not buying that.

And although yeah I mean there are definitely a lot of people who sell awful courses and don’t take their education companies seriously and are essentially literal pieces of trash who don’t care in any way about you and the results that you’re going to generate, that doesn’t negate the fact that there’s real education companies out there that can help you and provide you a tremendous amount of value and actually help you achieve the results and outcomes that you want.

But at the same time if you let skepticism and just negative stories dictate and shape your entire worldview for how you live your life, think about how many opportunities you’re going to miss because of that Penny Vision.

What does it sometimes take in order to get somebody to take action?

Well in my world with my education company, in most instances one of the very first things that I technically have to do before I can actually help the person with all the tactical stuff, before I can teach them a single strategy that relates to their business, is I typically have to do something that helps them mentally first remove some kind of roadblock.

AKA I have to have another person tell me to remove the penny before I can see what’s right in front of me as a big opportunity.

Somebody out there tell me to remove that penny.

And you start getting the entire crowd, move the penny, move the penny.

And you remove the penny and then you’ll be like oh and then there’ll be a $100 bill right in front of you.

And again it emphasizes this lesson that Myron talks about with these pre-frames.

So you can see just from those two examples alone there’s a lot of different ways that you can pre-frame your audience in order to get them to more likely purchase when you make the call to action.

And you want to make sure that the pre-frames that you’re doing are specifically targeted or even relatively themed for what the challenge is centered around.

You’re just handling these mental objections that are extremely probable to be prevalent and you want to cater the pre-framed lessons that you provide to specific things that are extremely probable to be blocking your audience from taking action on what you’re going to talk to people about.

And it’s wide in terms of all the examples that there are that Myron talks about and that was only two of I don’t know probably 50 that I learned from the guy.

And it’s so fun to be clear and obviously it’s after you understand the concept of it, easy to start to work through them yourself and start to consider what you could do to help your audience with pre-framed material.

When to Make Your Pitch on Day Two and How to Use Deposit Strategy for High Ticket

So a lot of what is day two starts off especially for the first half of the day with pre-framing.

So this is essentially the first half of the day for day two.

And then right before lunch, so before you actually take a lunch break or if you start it right after lunch as an example, this would essentially be like the first half of the day is executed with what I just articulated.

Before you give them their next break that’s where you do the pitch.

And that’s where you officially drop hey I have an offer for you. Drop in the chat if it’s okay if I make the offer to you guys.

And with the pitch itself for this particular client we had a $110,000 offer and what we did is a $2,000 deposit.

So we pitched it for the full $110,000 of course and we didn’t hold anything back and we pitched it as though we were going to do a directed checkout.

But the real intention is to obviously get people on the phone with salespeople but we didn’t want to actually do the call to action for hey book a call.

We wanted to tell people so what you’re going to do is you’re going to literally right now spend $2,000 on a deposit to hold your slot.

And then as soon as you do that you’re going to be prompted with an opportunity to book a call with one of our onboarding specialists.

And listen you’re going to get all your questions answered and you are both going to be able to iron out if this is actually good for you or not.

And then from there you’re going to actually have them purchase. You’re going to drop a link for them to successfully transact on the $2,000 and then they’re going to book a call from there.

And then obviously those are just straight up layup deals.

So the other main thing that happened here is we negotiated down the sales team’s commission because it’s not like they’re actually closing people hard. They’re just essentially literally collecting the other $108,000.

In this example they don’t need to get paid what they normally get paid which in this case was about 20% altogether. We negotiated them down to 10% which honestly probably more than fair relative to what they could have gotten paid otherwise.

We likely to be extremely transparent could have just said we’re going to sell the $110,000 right then and there.

We decided it was a much higher probability people were going to transact with the $2,000 and then just have the salespeople collect the other $108,000 which ended up being the case.

In total like I mentioned we got about $3.4 million off of this specific event.

And that does not include by the way the revenue that was from the front end where we were doing the ticket sales. That is exclusive to what we had gotten here.

So it was phenomenal in terms of the total transactions.

I also want to disclose we had a $35,000 option as well for a more serious business person that didn’t want to learn how to buy businesses but wanted to learn how to scale their business through acquisitions.

So there was also a few people out of this 6.3% that converted on a $35,000 offer.

Same exact process, pitched everybody right after pitching the $110K with the $2,000 deposit and then they’d collect the other $33,000 on a sales call to follow.

So this was extremely effective.

After you do the pitch you just take a break. So after you officially get back from lunch the whole second half of the day is just straight up content.

And again it should be value dense. You want to get back to the theme and just kind of get back to normal.

Normal meaning whatever the theme of the event is, that’s what you officially want to start talking about from that point forward.

You do not want to neglect that. The whole second half of the day should just be back to value dense content.

What to Do on Day Three of Your Challenge to Handle Objections and Close More Sales

Now coming into day three, day three is a little different as well. It’s also a lot of objection handling, Q&A.

There’s a lot of stuff that happens on day three but again it’s kind of like it’s structured but it’s not as structured as day one and day two.

Day three has a lot of freedom. You want to start the day with just kind of doing an open Q&A helping answer a lot of people’s questions.

And then if you’re good enough to be able to do this by the way, what you end up having occur on day three is a free form set of presentations that are executed based on some of the most common objections that have held people back or some of the most common questions that are coming up at the beginning of this day.

Day three is generally also a little shorter. It’s usually a half day so it’s not as long and yeah it’s really fun.

To be clear there’s a tremendous amount of additional detail I can share on the challenge model and I would love to do so but to be clear I’m not going to do it here in free content.

I think I’ve already given you a tremendous amount of value.

I would encourage you joining into my Inner Circle offer. You have to be making at least $100K a month in order to just qualify for that to be clear.

If you’re not making more than $100,000 a month then you would be more appropriately fit for my Master Internet Marketing program.

Seven weeks of classes that are about 3 to 4 hours in length, a couple hundred homework library content pieces to consume in between, worksheets that help with retention of all the information that you’re going to get fire-hosed at you.

It is a tremendous amount of stuff. I would encourage that you apply for that. The link is available if you’re below $100K a month.

And of course if you’re above $100K a month and you’re trying to get a lot richer than you are right now, the link for my Inner Circle is also available.

Twice a month one-on-one calls, weekly group calls, we have quarterly in-person masterminds and we have our group chat full of rich people trying to get a lot richer than they are right now.

For the very few of you that are making a good amount of money and have an offer that we would love to come in and hands-on scale, we also have a link available for our marketing agency that you can check out.

Our company name is Megalodon Marketing, that’s our marketing agency and there should be a link for it available as well if you would like to apply for that.

Although to be very direct with you, a majority of you are going to be funneled through the Inner Circle offer where that is most appropriate for you.

And then you will have the few of you who are here consuming this that are sub $100K a month that are going to be more appropriate for the Master Internet Marketing offer.

Either way please follow along. I deeply appreciate you reading.

If you’ve made it this far, good on you. I’d encourage reading it back.

Average human retention is unfortunately about 10% to 30%. Unless you turn around and immediately take action on this stuff it’s best to go through content like this at length at least two to three times to increase the retention potential.

What I can teach you isn’t theory. It’s the exact playbook my team has used to build multi-million-dollar businesses. With Master Internet Marketing, you get lifetime access to live cohorts, dozens of SOPs, and an 80+ question certification exam to prove you know your stuff.

Really excited to help you get richer and yeah, talk soon.

---

Watch the video: