CG #36 - Free 5-Day Challenge
Hey - it's Nathan. 👋
Back with another strategy to get you more clients.
This week's strategy is a bit more time intensive than others, but the payoff can be worth it.
Client-Getting Strategy of the Week:
Attract an audience of ideal clients and build authority quickly by showing up live and helping them achieve a tangible result in just five days.
Who / What it Works For:
Free challenges work especially well for coaches, consultants, and service providers with a course or program to sell.
Challenges also work well for SaaS products looking to grow their user base though in this issue I don't go into specifics of how it might work a bit differently with a SaaS product.
How it Works:
Participants join a Facebook group where the challenge content is shared and where you can interact with them and they can interact with each other.
Typically, you'd start promoting the challenge two weeks or so before it starts.
The day before the challenge, do a live kickoff session to get participants excited, lay the groundwork for what is to come, and start the “get to know you” process.
Each day of the challenge, you go live for 30-45 minutes to review some of the previous day's homework submissions, teach a mini lesson, answer questions, and give a new assignment for the next day.
Participants are encouraged to post their homework in a comment in the group prior to the next day’s live session.
You should be active in the comments and give feedback on the assignments, answer questions, and encourage participants to keep going.
(An alternative is to prerecord the training sessions and then go live for Q&As and feedback.)
Also, you don't have to limit it to just five days. It could be 5, 7, 14, 28 or 30 days.
Anything longer than five days is obviously more work, and you'll have more attrition by the time you get to making your offer.
A three-day challenge could work as well, but you won't have as much time to build rapport and establish your expertise, or to get a result for participants.
The funnel for a 5-day challenge consists of:
An optin page
At a minimum, you'll need a hook to get attention, a tagline that explains what the challenge is about and what they'll learn/accomplish, and an email capture form.
A confirmation page
Let's people know they successfully signed up.
You can add an optional upsell.
If you plan to use paid ads to drive traffic to your challenge, an upsell is important to offset (and ideally fully cover) these costs.
An example upsell is lifetime access to the recordings of the challenge sessions and/or an invitation to a VIP coaching/feedback session.
Note: Don’t try to sell your main offer yet!
A thank you page
Thanks people for signing up and let's them know what to expect next and what to do next.
Bonus points for doing this with a video.
Note: the thank you page can be combined with the confirmation page if there is no upsell.
You can get participants to start taking action by giving a simple assignment like introducing themselves in the FB group and/or completing a relevant worksheet to get them excited and moving forward.
Follow-up email sequence
Should contain a welcome email plus 2-3 emails that add value and build excitement prior to the start of the challenge.
Send out reminder emails before each live session and to recap after session and share instructions for that day's assignment (or link to the FB post with instructions).
Prepare a sequence of sales emails to send after the challenge ends. These will go out daily, or multiple times per day leading up to cart close.
Keys to Success:
The Right Topic
Your topic should be clear, specific, and address a hot button issue your ideal client faces.
It should promise (and deliver) an outcome that is tangible and helps participants make real progress toward breaking through a roadblock or achieving a goal.
Don't just create a “5-day X challenge “.
Tie it to a specific outcome “Get X outcome in just 5 days”.
A Relevant Timebound Offer
Whatever you offer after the challenge should be a natural extension of what they are doing in the challenge.
It should also be timebound. That is, whatever package of service, course or program + bonuses + price + guarantee you make, put a time limit on how long it's good for.
This will add urgency to the offer and lead to higher conversion rates.
See Issue 35 for more on making a great offer.
You can start talking about your offer on Day 3.
Participant Numbers Support Offer Math
Aim for a 3-5% conversion rate to your offer, but plan for 1%.
This helps you determine how many participants you'd need to make this worth your time - and how much you can spend on Facebook ads and still get a return.
To get participants, you can invite from your existing email list, post on social media, do affiliate/joint venture partnerships, and run Facebook Ads.
Something Else You Might Like
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It was hard. I want to get better at writing stories and sharing my perspective and this short piece took way longer than expected.
My goal going forward is to publish at least once a week so I can practice that writing muscle.