A (3:47)
Hey, Liz. So we actually did this free challenge just for free, I think few times, I'll say maybe two or three times. And then I was like, let's just supercharge this. Like, let's make this better. And we kind of started adding on just more to the challenge. I think the first time I did it, I was just live on my Facebook page, my business page, and I just showed up live every day and for a week, like five days, and I just taught. And then over time, it evolved. So I probably done this now maybe 12 times. So when I started to make it more interesting, I thought, well, you know, like, people will probably pay to keep the content. Like, we always incorporate an element of scarcity, right? Because you want people to take action on your content. And how many times have you bought something or have you gotten something for free and you're like, oh, I'll get to that later. That's what we all do, right? We all have, like, the graveyard full of stuff that we have been meaning to get to. So I needed a strategy to get people to take action. And that strategy was, these videos are going away at the end of the week. And we were super clear about that from the beginning. So, you know, you can get in for free and you get, like, phenomenal experience and training, and it's, you know, it's very well put together. But the catch is that you got to do it because it's disappearing. So you have to watch the videos. And they were all short. Like, each day was probably under 10 minutes, like five to 10 minutes. But they're going to disappear at the end of the week because we want you to do. Like I always said to my people, my job is to get you results. And the way that I'm going to do that is by, like, pushing you to do the work here. You're not going to get results unless you do the work. So. So the videos were always removed at the end of the challenge, but I figured, well, we can, you know, we can remove them, but if you do want to pay, you know, if you do want to pay a price, then you can keep the videos, right? So that was the alternative. Either you. You get them for free, but you have to take action now, or you can pay and then you can keep them for later. Right? And you get lifetime access to them. So that's how it worked. Right. And we had some other goodies that were bundled in together. And, you know, over time, we added stuff like, I think at the end we were charging. I don't know, we were probably charging. I think it was like, maybe it was $27, maybe it's $49. We tried a bunch of different prices, but, you know, they would get the. The. The challenge videos, and there was a workbook, and then they also were invited to come on Zoom so they could ask their questions live. So there were. And there were some extra bonus content as well. So it made it really, really attractive for people to upgrade. And I think in any audience, you're always going to have a certain percentage of people who will upgrade, right? People who either, you know, they know they want to come back to it later, or they just, like, they like the premium option, right? I mean, it's going to depend on your audience. It's going to depend on how good you are at selling things as to what that percentage is. But there's always going to be some people who are willing to upgrade. And so that's how it worked out for us. And it was just highly successful. So we were always able to finance the. The running of the challenge, which. Which was not cheap, right. So I would spend anywhere from, like, at the end, I was, you know, I would have spent $100,000 on Facebook ads if I could have. It's kind of hard to get there. But, you know, I've. I've had times where I spent 40 or $50,000 on Facebook ads to get people in the door for my challenge. And then I would break even or, you know, I might make. I might make some money on the front end, but then I would sell them into a membership, which is where, you know, we could support them over the long term. So that was, you know, I was willing to. I was even willing to lose some money up front if. Because I knew I would be able to sell them into my membership later, which is what people really need, right? Like, you can learn a lot. And during a challenge, but you really need. You really need more time to, like, have everything sink in. So that's kind of how it worked out. That's pretty awesome. And I want to add on that we had a lot of success. So we would offer them the upsell on, you know, after they opted in. Right. That was the first time they would get a chance to buy that. And they. And as you can see, like, those two emails were the most successful ones. But we kept promoting it throughout the entire challenge. And we really, like that kind of tipped the balance for us once we started doing that heavily because some of the people, if they're brand new to your list, if they've never heard or seen anything from you before, they don't know why they are going to want to buy that thing. So we would keep giving them opportunities and keep giving them reminders to get that upgrade later on during the week. Our challenges, we usually have like an enrollment period and then we'd have a week for the challenge. So we would, like, at the bottom of most of our emails, we would say, did you not get the plus pass yet? Here's your opportunity to upgrade. We kept reminding them, and this is a lesson that I think I've really learned. Really, you need to keep reminding people that there is something available because they are busy, they are distracted, they don't know if they won't like you yet. There's just a million reasons why. They may not say yes up front, but it doesn't mean that they're never going to say yes. So you need to keep reminding them. And deadlines, deadlines are incredibly, incredibly powerful. They motivate people. We need to give people a reason to, you know, to get, to get off the couch and go find their credit card or to use their Apple pay or whatever. Like, that is our job as marketers, is to give them a reason to do it. And I see people, I see newer business owners and email marketers now being so quick to give up, and I'm like, did you remind them 10 times? Like, did you? And I'm not exaggerating. Did you remind them 20 times? Because if you didn't, like, they're just not going to take action unless we keep after them. And we do it because we have the answers to their problems. So we're not doing it because we're greedy. We're not doing it because we want their money. No, we're doing this because this, like, at least for me, the. The work that I do solves very, very painful problems. And so I know that they need to do. They need to take action. They need to buy my stuff because it's going to help them. It's going to alleviate suffering. And so that's why I'm so insistent, because sometimes people need. They need to know that you believe in your stuff and that, you know you're going to keep after them so that they will take action. You know, and if they're not, if they are not completely convinced, it's easier to do nothing and to stay stuck rather than actually getting the help they need. And so that's something I remember because we just got to keep following up and it works very, very well.
