Get 5:1 ROI With Your Events, Webinars, and Challenges | 392

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November 20, 2023

Dan Kuschell is a husband, dad, serial entrepreneur, and angel investor. He runs Breakthrough3X, a company that gives you instant access to a Fractional CMO Team. Breakthrough3X helps founders and CEOs grow their businesses 3 to 10x and generate more clients daily with a simple system that gets them free from the day-to-day. Dan has owned 12 companies since 1992, building multiple businesses with revenues exceeding eight figures before selling. He is also the host of the Growth to Freedom podcast, where he interviews industry leaders and experts in a variety of fields.


Here’s a glimpse of what you’ll learn:

  • The frequent problems associated with traditional education-based events
  • Dan Kuschell’s incremental model for hosting educational events
  • How to maximize event value with a comprehensive timeline
  • A case study on increasing webinar participation and engagement
  • Dan shares examples of three paid event models
  • Boosting ROI for paid events

In this episode…

When hosting educational events like webinars or workshops, some leaders commoditize them by overselling products or services. This, combined with an ineffective structure, leads to high-effort events with sparse results. How can you facilitate engagement, value, and participation to generate ROI-producing events?

Serial entrepreneur and business advisor Dan Kuschell has developed a proprietary model involving hosting a series of events with follow-ups to build incremental value. Following the initial event, create follow-up offers with targeted messaging to increase engagement. Over the next few days, replay highlights of the event emphasizing unique client stories associated with your offer. You should also underscore excerpts from the event that answer frequently asked questions. Each stage of the process should include emails communicating your principal offer to foster authentic urgency.

In today’s Growth to Freedom episode, Dan Kuschell returns to discuss maximizing your value proposition during virtual events. He shares case studies on paid event models, the mistakes leaders make when hosting educational events, and how to accelerate ROI for paid events.

Resources mentioned in this episode:

Sponsor for this episode…

Thanks for listening to this episode of growthtofreedom.com.

Are you struggling to get a steady flow of new clients every day? Or maybe hit a plateau or hit a wall in growing your business? Well, let’s help you solve this problem today. Let’s review your business and have a conversation. You can do that for free today at breakthroughstrategycall.com. That’s breakthroughstrategycall.com.

In addition, if you’re looking for a simple way to implement some of what we’ve been talking about in today’s episode, I want to encourage you to get our free small business toolkit. You can get that at activate.breakthrough3x.com. That’s activate.breakthrough3x.com.

If you’d like access to the special resources and all the show notes for this special episode, make sure to visit growthtofreedom.com.

Episode Transcript

Dan Kuschell  0:00  

He asked a great question about what are you guys seeing with your return on adspend for events. And so I decided to put together this, ideally, a valuable presentation of some of the things that we’re seeing, you know, we’ve worked with hundreds of clients and all kinds of industries on this sort of stuff. And so I put this together. And ideally, this is going to be valuable for you give you maybe some distinctions, and also how to actually look at building profitable event models using paid advertising. So this is all about adding double digit growth with education based events and paid media. So going beyond, you know, things like just joint ventures, strategic partnerships, and more that can be like gasoline on a fire done correctly. So first thing just to give a little history, for those of you who are not familiar with my world and doing this, I’ve been at this, for over 30 years, I ran my first education based event model with teleseminars, all the way back in 1994. We were doing about two of these a day in volume. And I ultimately took that model and automated it, hijacking a bunch of different tack to actually set it up on a robotic system. We ran it every Thursday, starting in 2002. And I used a radio show on NBC to fill into those events, and also some other paid media methods. We ran radio, infomercials and then ultimately drove to this teleseminar that was robotic, that enrolled people in our coaching program that ultimately led to us growing a pretty substantial business off the shoulders of that. We also took this model on top of what we were doing. On top of what we were doing with that that model, we then said, Okay, what can we do to scale this even more, because we were really good at creating and producing leads. So hiring, attracting sales, people who can convert, you know, sales for premium services and products is not always the easiest things. But lots of customer service people love people, but they can’t enroll very well. So we figured, like, what can we do to bridge the gap? So what did we do? We took customer service evil and turned them on to high high performers in our model. And the way we did that, is we and it also created a very personalized experience. So it wasn’t fully automated. But it was a hybrid automated model that still has applications today. So here’s what we did. We took a customer service person, we train them on how to build rapport, which they love to do anyway, they love to get into conversations, they love people, they would set the stage for our presentation. And we had audio tapes at this time. Well, at least when we started it, we had audio tapes that we push play on. And it was the presentation was about 13 minutes, it was basically a webinar teleseminar on an audio, but it was live with a with a physical person also assisting, then at the end of it, it had all the pricing and all the things and all the benefits that go with it. And then at the end. Now when enrollment specialists are a person who was good at selling premium services, and getting those sales would come on and go, Hey, that’s amazing, wasn’t it, Danny? Can you see how this could work for you? And then they’d either handle objections if there were any, or walk them into getting started. And at our peak, we’re doing 300 plus of those presentations every single day, before I sold that business. So there’s so many changes today, you know, we’ve got inflation, it’s costing more money to run media. Leads are costing more benchmarks for webinars, we’re seeing, you know, anywhere from about $15, all the way up to $35 per registration. And then of course, you have a lot of people who don’t show up, and how do you squeeze the lemon to make it valuable in your business model so that it can actually work. And so there’s some nuances and distinctions that we found in a lot of these changes going on in this model. So the problem though, with most education based events, webinars, challenges, etc, as it can sometimes come across very transactional, it’s become very commoditized, or webinars, and things like it. And a lot of people that we talked to maybe like you talked to, would go I’m getting I got a lot of effort into this and not like the best results, right? So it’s high effort with low results. That’s not a great model. We want the opposite, right, low effort and high results. So want to talk about some of that. Also, a big problem. Most people treat their event challenge three day workshop webinar, etc, etc. More like a main event, or a Super Bowl instead of looking at it as part of a series of events. And that’s a really critical thing. And I’ll get more into that as we go through some of these examples. So I want to share with you three or four unique client models that will hopefully open up some doors and also real data. I won’t mention clients names when we work with clients, we do NDAs with our clients. But these are all very relevant in the last 12 to 18 months that we’re working with currently, as well. And I want to introduce you to a strategy a way to be thinking about the events that 100% of the time is adding 700 to 800% greater results and doing the opposite of what most people do with education based events. Keep in mind, in the way we do it, we look at the event is one piece to trigger several events, it’s more like a campfire process versus, like, if you take this match here, right, I got a little match that we keep these little props on my desk. So if we take this matchstick, and we light it, and there’s a fireplace over there, throw it in, and that’s kind of like an event model, like you run your three day challenge or workshop, whatever it might be, or webinar, any any of this fits. And let’s see what we get. And we run a replay probably for a couple days have follow up for three to five days. And then what we get is what we get, our version is more like we take this match. And what we’re going to do is lay out a piece of paper, get a fire, we’re going to put some kindling on it get that heated up, we’re going to put some branches on top of that, get that heated up, and then we’re gonna put the log on top, and then that log will burn for days and days and days done correctly. That’s what we have. And I’ll walk through that here. And hopefully, that’s valuable. So our model is geared on more of after the event, there’s at least a 14, many times upwards of 20 to 21 day process, it’s in some cases, what you would look at like a reverse launch process. Whereas a lot of times launches do a lot of warm up and build up, we also look to do that in reverse. We also do this in bite sized chunks, because think about it, you probably don’t have a lot of time to be attending events, or want to put a lot of time into being on or in events or spending two, three days or even a couple hours, in many cases. So the way we do this, especially on the back end of events is we are doing this in delivering the experience in bite sized chunks overall and using a reversed stories, process story based selling model. So that being the case, what are we looking to do we’re looking to create a unique experience through the follow up of the process, you know, what’s the old saying the fortune is in the follow up? So what if you could create a model that was an automated model that could create an amazing experience whether they bought or they didn’t buy and was proven to also get you 700 800% more results? Would you extend the timeline instead of maybe shrinking it thinking that urgency and scarcity would be the path to maximum results? We have found the longer you do this the greater results I’ll show I’ll talk more about that in a second. So experience is deepen the journey is far deeper. And we can look at it like we’re working to dignify What do I mean by that, like when you go to a Disney park, you know, you’ve got frontier land you’ve got you’ve got Disney Land, you’ve got Epcot, you’ve got these different parts of the park. And each one provides a different experience yet we’re walking to get to those pieces. So this also is like going from place to place to place. And they’re very specific strategies that we lay out. So a timeline, I’m gonna walk through just a quick timeline. Oh, by the way, if you have questions on any of this, you want to talk about this for your business model. Just reach out to me at [email protected] happy to get into a conversation and how this could apply to your business directly too. So the timeline. First of all, once the event happened, it’s called a webinar. It’s called a one day workshop or etc. And you’re going to do some kind of follow up. So immediately following the webinar, let’s say I’m going to just use webinars, but I’m talking about challenges workshops, one day, three day all of these things apply immediately following whatever it is we’re going to focus on the messaging in an email, and potentially tax also through this process being for the offer. Right. So it’s building up the excitement around what happened in that event. And then really focused on the offer and the value of that offer, right? It’s the story of the event. And we basically look to send that out on day zero, so the night of an event, and then the next day, staying focused on the event. Right. Next, we’re going to put the replay in play where it makes sense. Now, of course not always do this on challenges. You don’t always do this on full workshops. So we might take highlights or that sort of thing. So instead of encore, it might be highlights instead, where I’ve got encore, it would be highlights of the event that you’d feature, which we’ve done very well with that sort of stuff, and separate. If you do use a replay or an encore, this is where that would play. But the big mistake we see people make with their encore first of all is they just focus on beating people up over the replay. That’s not the whole idea. So We focus on our messaging and this reverse experience is we focus on the offer and the story related to the offer of clients. Along with it, oh, by the way, we’ve got the replay available, don’t risk missing it in case you didn’t miss it. And we typically will do this version. Days two, three, and four. So now it’s the third email, fourth email and fifth email in the sequence, unique stories tied to the direct offer that was made. And also making light of the fact that we’ve got this replay don’t risk missing, in case you did, right, but we stay focused and true to the offer. that’s being done in this model. Next, we create a video related to FAQ. So you think of your biggest objections, you get your biggest reasons that hold people back or the bottlenecks of why they might not move forward. And now you create a replay video and address those. But along with that, you’re focusing on telling one to three stories in this process, in the email, and or in the video, or both, along with driving to the offer. So now we’re looking at doing that having that video oh, by the way, when you have this set up, if you can imagine this, usually, what we like to do is we have an order page set up, and then we’re replacing the video assets. So the initial order page has no video on it, let’s say right, and it’s just to the order page. And that’s the first two emails in the sequence we described, then you have the Encore, the Encore goes on top of the order page, and it’s all in one place so they can move forward and get started. After the replay is made available for that those sequence of those emails. Now we replace the Encore with in this case, the FAQ video goes on top. So what we’re doing is authentically creating urgency along the way, because we’re not leaving it up. Now, if you have people who said I didn’t get a chance to see you could put the replay on a separate page if you want, right. But you’d be amazed at how this creates a very natural authentic process and in the move, especially if you put the video assets on top of your order pages, as well. So that would be typically for two to three additional days for this FAQ process. Right? Then the next sequence in this story based model is now a short summary, offer video, right? So again, if you look at your order page, right, so that FAQ video comes off. The summary video would go on the top of the order page. And now you’re driving to that summary video, the summary video a good summary video is going to address a problem that they that our clients or your clients face, it’s going to summarize your offer and you know, maybe it took 30 minutes or 15 or 20 minutes in the in whatever education based event, and this has collapsed down to a summary version. It’s like 10 minutes, let’s say, but you do package it with a problem. What’s the solution? Now your offer and then stories, you know, some testimonials built into there as well. And then each of the emails has a little bit of a different angle for pieces of the offer and or separate unique stories that are built in. Right. So hopefully this is I’m going through this fairly quickly. But ideally, you start to see the timeline reversed out and how this, it’s really unbundling what was bundled, right? Then we get to another asset piece, which is the damaging confession, right, it could be the truth about or the damaging confession. And you know, a good rule of thumb here is you would focus on either your hero’s journey, like rags to riches kind of version, or the revelation that happened after you’ve struggled, or a client’s version of that. And you you focus on that, and then do a really quick snapshot summary of the offer. And again, support it with stories. And you typically do that for you know, two messages, maybe even up to three messages. But we call that we consider that the damaging confession, or the truth about video assets that would go there and the emails that support it. And then the last part of the sequence or almost the last part of the sequence, we would call the closing sequence. If you have this now we I don’t recommend you use false scarcity, false urgency, I mean, that’s just a pathway to a bad reputation, and B being over selling and being considered that way. However, as you may know, you can do things like you might have a certain limit of the number of clients you work with in a given timeframe, month, week, year, that sort of stuff. And you can use that to create your urgency pieces. But, you know, for simplicity sake, you might create a video that say, Hey, we’re closing this down soon. Here’s a summary. Here’s a story, right? And then you have a countdown timer that goes on the page. So you have a video that’s alluding to the countdown, you have a countdown timer that gets placed on the page and that page again is the order page. So it’s all in one place. They keep coming to the same order page every single time you’re not changing links. It makes it simple, that if someone catches it later, they click I’ve done one email, but now it’s updated. Right? So they’re being a part of this ongoing story that’s being unpacked and unbundled through the process. But you can do the 72 hour version 4824 12, we’ve had clients do at 631 hour in closing, right in 10 minutes kind of thing. So I’m sure you’ve all seen versions of that and your own models to so the closing sequence, then what do we do, we next part is closing, we typically look at closing it for two to three days, and then assess, right? If you close it, and you’ve got no momentum, then you keep it closed, if you have a lot of momentum and potential spillover, because what you can do is put up a waiting list page, right? And have it close for two to three days. And if you’ve got overflow, well, then a good strategy, we like to recommend and do it with authenticity, is to say, Guess what we’ve done, we’ve heard you were listening, you have a voice here. So here’s what we’re gonna do, we’re going to extend the offer on announced until now, right. And so now, really critical. What we found in the in the offer extended messaging, is to make sure they know there’s like something new new financing, new installments, new bonus, or bonuses in that offer, or all of them. And you package that over the course of say, two messages, or two days or so sometimes three. So you’re you typically will, we only recommend keeping that offer extended for two to three days. And then again, close it back down, and then have your waiting list. Right? If you have people that are on the list, you want to check in with them, right, because you may have cancellations and may have people who opted in or or got and they refunded or backed out. So you can replace them with some of the people that had come in on your waiting list. Version. So hopefully that gives you a very good overview of this process and how you can extend the journey, extending the experience, extend your content, you may have intellectual property, you keep them in this vacuum. I mean, we’ve extended this almost to 30 days for some clients. So now they run this once a month. But their clients are in this really cool, deep, rich experience. And again, the higher level people don’t need to see a two to three hour thing. But they’ll consume, you know, two or three of your five or six clips in this process for even just short bursts or sometimes even the full 10 minute, you know, eight minute seven minute versions or three minute versions that we’ve just described to you. And they convert because it’s a cool, deep, rich experience. And it’s not rushing the clothes. That’s the other thing. I think today’s consumer, you know, Gary Halbert used to have this quote, he said only the hungriest fish jump at the crappiest bait. So what kind of bait will respond to short scarcity messaging? Now, my belief is that it’s really geared for lower level people. So we want more affluent clients, clients who pay us more premium services. That, yes, urgency still plays a role scary, it’s proven. I mean, you know, there’s a reason that you know, a home shopping network works, timers and countdowns, and it’s going to close out, but doing it in a way that’s still a cool experience. And with cold with paid traffic, you have to understand is that this model can take what normally can be like a six month to a year sales cycle, and now collapse it down into a couple of weeks. Because of the way you’re delivering this out, at least this has been our experience. There’s a client we’re working with right now in the financial industry, and I’ll just kind of unpack his business model. Alright, so we orchestrated this with him. He has a financial coaching package for his academy. And, you know, he had gotten a certain amount of results before he really wanted to rebrand relaunch. So we did, and we did his webinar. And he did his webinar in the first 24 hours in the webinar, he had 10 new enrollments in the webinar 10. And I don’t know about you, but if you’ve ever done webinars where you get a few 100 and he had 500 People who register, and he got 10 enrollments, so that isn’t terrible, right? If you know the numbers and benchmarks, you probably go Yeah, that’s not not bad. 1010 for coaching program, you got 10 But we were like, Oh, wow. So 10 He was disappointed, because he was kind of expecting more like 50 And I was like, hey, hey, dude, guess what, wait and see what’s going to happen in this, you know, in this follow up process. So we put together and had to co created that follow up process together with him over the course of some days, 20 days. And every day he averaged about five new enrollments a day, per email. Right, five a day. And we did the close out and when it was all said and done, he had 101 people in his coaching program. He got 900% greater enrollments in his coaching with this method then The first 24 hours. And also note, he had 101 people enroll out of 500 to register, which is really about now we had invited other people, we continue to run traffic because this model warrants that to allow people to come into the model later, not the entire time. Of course, you know, after about four, four or five days, it’s time to cut that off. But you know, this number had gone up from 500 people registered, I believe it was like 700 and change, just over 700, right. But we had about 100, we had 101 registrations, who bought his coaching program. So this, all by itself, can be a game changer thinking differently about our event model. And leveraging assets and the journey of the experience in business fine. So hopefully, that gives you some insights there. Now, let’s go through the promise of, I want to introduce you to three paid models that we’re working with right now and some of the nuances. So one example number one is a client that we’re working with. And this particular client runs paid traffic, and they run to their free challenge. And they have a VIP upgrade, like you probably see a lot of people that’s $47 to upgrade, and then they host their challenge event, right. And then in that challenge event, they have two offers that they essentially make. So they initially on the thing, make an $18,000 offer. And then a couple of weeks after the fact after they maximize their value with the client, then they offer a 997 down sell. So I’m going to talk about the down sell first. Right? That might be surprising. So they run people through this, you know, 14 to 17, to 20 day thing for the 18,000 and then make the down sell offer or if they realize somebody’s more just qualified for that down sell, right if they talk to them, right, which is part of the process, too, is adding the phone, which is a game changer. There’s some magical things that happen. So this particular client had 26,000 opt ins, in this this example, we use Facebook and YouTube and the average depending on you know, there’s all kinds of campaigns that get run. So it averaged between seven and $12 per subscriber, it was an average of 10 total, right. So in that client case, that was you know, for that model was 260,000. In media for that few weeks, to drive into their their thing. They had 4% of people upgrade to the VIP at 47, which by the way is a benchmark we see anywhere from one to about five and a half percent is, you know, the range is a benchmark. So in this case, they had 1040 people at 47. So they offset their costs and also generated about $48,000 in revenue from the upgrade, right? They hosted the event, like I said, they you know, I’m going to talk about the down sell first, they had a total of 315 people take advantage of the 997. Down sell, right $314,000 in revenue. And that was of the 20 6000s. That’s 1.2% bought that program. They’re high offer for the actually, I’m sorry, I mixed up these numbers. It was 25,000 for their program, and I’d written on the previous page 18. So it was 25,000. So they had 45 people enrolling the high offer initially. And that produced $1.1 million in revenue. So now let’s look at the whole package. So had 26,000 opt ins at a cost of 260,000. For there, if we stopped right there where a lot of people stopped their assessment, they go okay, well, my return on adspend is negative which it is is like $202,000. That’s, that’s a little bit too scary, right? Too much for me to mourn. But this particular client understanding how the front end and the back end plays, they offered their high end offer at 25,000. That generated 1.1 million and they’re down sell off for an additional 314,000. Right, that produced approximately 1.4 million and change plus the cost. So they netted 1.2 million. Now this particular client runs this kind of model multiple times a year four or five times a year. This doesn’t include the long term value of a client, their average client stays with them for two and a half years in the program. So So these can be huge momentum builders in the business right? And you know, ask yourself, like what can I do to build either small or big and build into this right because you can start small and I’ll show you an example of a little bit smaller model here in just a second, actually two smaller models. So hopefully you’re getting something from from this to see how the front end and the back end are so critical to tie together with us. So let’s go to the next example. This next example is that a little more narrow or niche so this one is the $80,000 offer. With this client. We took paid traffic and we drove to the registration page which is free. There’s a VIP upgrade also afforded $7 They have their event, which is similar to a challenge, but it’s not called a challenge. And then they make their offer for 18,000. That’s it. They don’t offer necessarily a down sell until much, much later. But we’re really calculating on just their main core premium offer, right. So this particular client and Health niche 3500 registrations, the average registration price in their niche is $25. So net cost on that is 87,500. for that month to generate these registrations, they have an upgrade rate of about three and a half percent, right for that $47 offer. So they generated an additional $5,700 in revenue. And 122 people who bought it engage more deeply in the experience, right? They also because this is a tighter niche. And because you know, 1000s of people is better than a couple 100 people. And they kind of factored like, what would it take for us to get other people to want to get access to our audience. So one of the things we guided them to do was to get sponsorships. In their case, they happen to get like four, three or four main sponsors for the event that they would be sharing access to this group and get you know, special promotion privileges, and mailings and some different things that are kind of cool. They got an additional $17,500 for event sponsorships. Virtual this is all virtual, by the way. So this isn’t a physical event. This is a virtual event, having a premium sponsorship opportunity and access right to those that community, right, because sometimes when you go bigger, it’s much easier to attract people who want to play bigger, bigger brands, bigger names, etc, who want access. So their offer is an $18,000 offer off the back of an apply now kind of model right apply for this this opportunity. And their case all when it was all said and done. On a 3500 people they had 60 people enroll in their $18,000 program that brought them in a million dollars in change in revenue, top line revenue. So if we look at this, break it down, you know, paid media 3500 registrations 87 Five, the event VIP, they got 120 to offset some costs, they got sponsorships at 17. Five, right. And then they generated about 1 million in revenue. So look at the overall body of work, right 5700 From the VIP upgrade 17 Five for sponsorships the offer. So overall, that produced 1.1 million in revenue, less than cost of run it 1 million. This is also a client who runs this model four times a year, their client also has a lifetime value. And that’s where lifetime value is valuable and important is because their lifetime value is about 3.2 years in their case for what they do for that membership. So hopefully you’re starting to see some similarities here, front end and back end, right? What are some creative ways that you can get people sometimes playing bigger attracts bigger opportunities, right, and you can offset some of your costs for the media with those sponsorships, too. So here’s another example. Example number three. And this person is in a very narrow niche. So what I’m gonna actually show you is a one year model one year full year. Overall, they’re very narrow niche in a certain type of service business. But in one year, we ran paid media, to primarily free webinars. And during those webinars, we gave people the ability to apply to attend an event at three tiers, you know, like a basic, like a gold and a platinum type enrollment, right. And I’ll walk through that in a second then add his event when they attended the event, then he would make his main offer, his main offer happens to be $125,000 program for on average for three years, right? It’s a three year contract. So let me walk through what happened. So his in one year, there were three events that were done, selling into or creating the application to apply. Right. So some people would go Why would you have people apply for 297 or 597? Well, you want to have the right people, right? You want to know you’re dealing with someone who is able to look to go forward his growth, mind and et cetera, certain qualities value alignment more so that we strategically designing apply model even though these are lower tickets, lower tiers. So in one year, this client had a grand total of 7700 registration. If you do the math on that roughly a month, what is that 800 A month or no 700 a month, or 600 between six and 700 registrations a month, their average registration in their niche about 2100 are $21 per registration for the webinars. And we promoted the event see if you qualify the cost for the years and advertised not the one month like the other two examples, for the whole year. 12 months 161,000 Right. So what is that if you look at it’s about 14 to 15,000 a month on average? Right? not setting any records here as far as volume. So we had about 7700 registrations for The event of the 7700 registrations in the year they had about 700 people apply. So that’s about 60 a month, right? Over 12 months. of the 700 people applied, of course, you don’t have as many show up. So the above 400 showed up, you know, again, over the course of 12 months, that’s, you know, 35 a month ish, just under 40 a month, that showed up for their appointment. So out of the 30 to 40 a month, they enrolled 175 total for this front end event, right. So, you know, on an average, they had about what 175 divided by 12, and about 15 people 14 to 15 per month enroll for the event, the front end event 290 739 or 597, in multi 1000, their average sale for ended up being about 430. So they had brought in $75,000 in revenue just for that front end event. Right. So again, let’s break this up 100 and say, oh, let’s go deeper, 175 people enrolled in the multi day event, where they would then make their main offer, which is a training program, which was 125,000, it’s for three year contract, that 87 out of 175, enroll $10.8 million in lifetime value. Right, which is pretty significant. Now, this is a one year program, let me say for each of these, you probably will never do this sort of numbers, this type of momentum, etc, I want to use that disclaimer. So that in case someone gets to this or sees this that might be outside of our circle here. And outside of Danny and our community that you know, somebody isn’t like saying that we’re promising any of this sort of stuff at all like, so in his case, let’s break it out. One year model, dragging to the free model is 161,000 and advertising and brought in 75,000. For that front end, event model back end brought in 10 Point 8 million in revenue. Right? So the question to ask is, how often would we want to do this? Right. And the key with this is to look at, you know, as you may pick up in what we’re describing and talking about, you want to factor the front end, you know, kind of look at this as a circle at the back end and factor the long term value, and then factor, okay, when we look at the front end, the back end and the long term value, what does it cost to acquire a client with a paid media, right, and that not just cost per registration, but cost per client cost per buyer. And then cost per acquisition for whatever your main offer or offers would be? Right, which then gives us the ability to tune in, to what to the return on adspend. Right, each of these are multiples of the ad spend, right minimum of I believe 5212721, it’s not uncommon when we work with someone with this type of depth in their model, and you many of you, you may have this, you probably have a front end, you’ll probably have a back end, you probably are very tuned in with your long term value. So it’s where this can start to get highly scalable. Using paid medium, right. The other thing to consider is looking at your business, you’ve got your main core offer, call that your premium programming, it could be your coaching, your training or hybrid of that you’re done for you, whatever that is, right. And then two parts, what feeds into that. It’s not just one mechanism, like a webinar, or a challenge. It’s a series of things. So you start thinking of this in terms of spokes, you know, each of them are going to have different factors that work. And also there’s pros and cons of each. So you might have a webinar, you might have a challenge. You might have a masterclass you might have an evergreen, and the list goes on. Right. Each of them has their own cost to acquire that lead. Each of them prepositions pre qualifies pre motivated. So there’s the spokes into your core offer. And or the links in the chain to your core offer that also have to be factored then in addition is once you have your core offer, what about what’s going out? In other words, what other opportunities are there, media is a huge opportunity sponsorships are a huge opportunity, especially as you start doing this to scale and give people access to your ideal client. So I hope that serves you, you know, we’ve covered a model that we’ve been using which extends the experience the journey dignifies the experience in our mind with the way we reverse the Asset Delivery and the fulfillment through the process. And also allows the higher level people to engage and enjoy the process and not try to shrink the sales cycle to create false scarcity or urgency. Do it authentically. And we talked about some examples three examples of how to use paid media and the front end and back end the long term value relationship to get your return on adspend. And if you have any questions, and we can help you with this, and sorry, my writings a little bit sloppy for this but you can say Let me a message at [email protected]. And we can have a follow up and see what we can do to help streamline this for you. Alright, that’s it for now. Make it a great day, and go be great today go make an impact don’t make it

Outro 35:13

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