Here’s a method I’ve used to gain dozens of clients for my large-groups & bootcamps. Several of my 1-1 Mentorship clients (like Tracey, above) have also followed this formula to get similar results.
Its also a way to offer huge value to your local area & be seen as the “go-to” authority.
Its a 21-Day Challenge Program.
It works really well because it overcomes the two biggest obstacles prospects will have before joining – time, and money.
We found that the 21 day program is short enough for people to give it a solid try. . . and also just long enough for them to see real results & get hooked on the program.
I believe it also works because it doesn’t sound like “a trial”, which can be off-putting.
Instead, this Low-Barrier Offer (LBO) stands alone as a true, self-contained, results-driven package. Meaning the client can experience a tangible result by the end of it.
Think about it – most prospects are skeptical that they can get results with anything less than 3 weeks. And anything over 3 weeks is too much commitment for people that don’t know how awesome you are (yet).
The 21-day offer works by being the right length and level of commitment.
This walk-through will teach you all the steps to launch your 21-day offer, how to fill it with excited new prospects, and how to convert a significant percentage of those people into long-term, high paying clients.
Specifically, here are the steps you’re going to find out in this guide:
- Who Should Use This Method (And Whose Best Avoiding It)
- How to Package & Price Your 21-Day Offer
- How to Fill The Spots On Autopilot With Facebook Ads
- How to Upsell Clients Into Your Long-Term Membership – During The First Week of The 21-Day Program
- How to Evaluate The Numbers & Costs For Your Marketing Funnel
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1.Who Should Use This Method?
How do you determine if a marketing strategy is ‘right’ for you?
I teach my clients that your strategy should be based on two things:
- Your Long-Term Objectives, and
- Your Short-Term Resources
What does that mean, exactly?
First, your long term objectives. If you’re going to put time, energy and money into implementing a new strategy, you want to be sure there’s some longevity to it. Its best you’re able to keep re-using the strategy to achieve the longer-term goals of the business.
Developing a new strategy system only to use it once is a waste of resources. Who wants to be creating new challenges, programs & strategies every single month?
So first determine if this is something you can use longer term.
For instance, if you only have space for 3 new clients… this isn’t the strategy for you!
In that case you’d be better off using a lower maintenance lead magnet such as a free consult, or free training week, because you won’t need as many people, nor need to make such a fuss.
However, if you have capacity to fill your studio facility with 10, 20, 0r even 30+ new monthly clients, a group based challenge program like this is ideal.
What about your short-term resources?
What makes a strategy work isn’t the idea itself. After all, some people will implement a strategy or offer with amazing results. Yet others will try it and fail.
The difference is the quality of resources the individual company has available to inject into launching that strategy.
There are 6 key resources (or ‘assets’) you have available. You need to evaluate these resources before deciding a particular marketing, sales or business growth strategy of any kind.
Your 6 Key Resources are:
- You: The available time, energy & focus you can give to the idea. If you’re already busy with 1000 things, can you really pull this off?
- Your Cashflow: What budget can you allocate to making this idea work? The more cashflow the business can put towards advertising & delivering the program, the better the results will generally be.
- Your Team: What skilled specialists do you have on your team? How many trainers? Sales staff? Email marketing specialists? FB Ads managers? If you don’t have access to these people & skills, be wary about taking on a project that requires them (unless you’re willing to pay out for them – see Cashflow, above)
- Your Network: The reasons most internet-marketing gurus make hundreds of thousands of dollars when they do a webinar is NOT because of the webinar. Its because they have a dozen or so big names promote their webinar out to their lists! If you have a good network of connects it’ll help with any strategy you launch.
- Your Audience: If you have an unconverted – but responsive – email list, this method will work even better. However, if you’re starting from scratch you gotta start building that list. So its going to take either more time or money (whichever you want to invest!)
- Your Social Proof / Brand: The more ‘expert-authority’ status you create through your experience and your positioning, the more attractive your offer will be and the higher fees you can charge. Never underestimate the power of positioning as leverage!
Right now its time to evaluate your resources based on the list above.
Do you have the time & energy to dedicate to a program like this?
Do you have a good ads budget to get the volume of leads you want?
Do you have an audience / list of unconverted prospects you could get this out to?
Most business owners I’ve worked with posses an abundance of at least 2 of the 6 assets listed above.
If you deploy this strategy – or any other – remember that you must modify it around those core assets you have available. For example, if you have no list, and no budget to buy a list (to pay for ads), then a webinar is never going to work – because nobody is going to watch it!
Same principle applies to a 21-day lead magnet program, or any other offer.
2. How to Package & Price Your 21-Day Offer
A big mistake coaches make when they create offers like this is actually giving too much.
They overload it with features & shiny objects that overwhelm the prospects – lowering its perceived value instead of raising it.
I like to use the Minimum Effective Dose (MED) for any package I create. We want the client to get the maximum results with minimal investment of time or learning on their behalf.
So you’re the expert here…
Start with what specific result could a client achieve in 21 days if they followed your program to the letter?
(As a guideline, in our gyms we can usually help a prospect drop a dress size, or at least 10lbs safely).
Start with the end goal in mind, and package everything towards that outcome – after all, your clients will pay more for results.
I’ve run numerous variations of this program.
I’ve launched a “21-Day Bikini Body Challenge”.
A “21-Day Belly Blast”.
A “21-Day Body Blitz”
Make sure to name it something that’s catchy, and appeals to your target market. Note that it doesn’t have to be called a “challenge” either. Thats just a name, more than a structural component.
Personally, these front-end trial programs are simply my regular bootcamp / large-group style training. The 21-day sign ups will jump in with my regular clients.
So it just runs alongside my actual weekly program. The 21-day sign ups will also get some out-of-session bonuses and features specific to them. But the workouts themselves are my regular bootcamp sessions.
No need to create anything extra [again, be aware of your resources / assets here. If for example you intake 50 new 21-day challengers, you may want to put them aside into a session of their own, to ensure they workout safely. But this will depend on your resources of space, and available trainers to help you. This is why its critical you know exactly what assets you have on offer to make this program successful as well as safe].
“How much should I charge?”
Most coaches price completely wrong.
Because they base their pricing strategy on nothing more than ego (a self-perception of worth). But this doesn’t make it a fiscally-sound business decision.
The key to get your pricing right is first to look at what is your end outcome here? Because we’re not trying to make our profits on the challenge.
The goal is to gain a certain number of long-term monthly clients AFTER the 21-day program is over.
So don’t get hung up on making loads of cash upfront.
What we do need to be concerned about are four things with regards to pricing:
- Are we charging enough so that the client values what they’re paying for? If you charge too little, there’s not enough financial nor emotional investment, and the client may drop off. We want to charge a relative amount that will attract serious buyers, while still seeming like a great special offer.
- Are we covering costs of delivering the program? You have time away from your regular clients to consider. Any materials you might produce for the 21-day program (manuals, Facebook groups etc), and also your payroll to deliver it. The other expense is your advertising, such as Facebook or Google (we’ll talk about that soon).
- The “Cost” of The Turnaround Time Before Converting 21-Day Buyers into Long-Term Clients: “Turnaround time” is a critical – yet overlooked – aspect of your marketing campaigns. Remember, you’re investing in advertising upfront to get sign ups… yet you may not make back the money for a couple of weeks. Can you afford to go negative on your upfront investment, and if so, for how long? Your price may need to be high enough to bring back money and “liquidate” the costs of filling / delivering the program before any back-end conversions are made.
- The Comparative Price of Your Long-Term Packages: Obviously, the 21-day intro offer needs to make sense compared to your regular offering. If your regular month-to-month option is $199/month, then it makes no sense if your 21-day program is $219… or $27. These prices would be too high & too low – respectively – compared to your regular rate.
Consider these 4 factors. Its impossible for me to pull a random number out of a magic hat and say “Charge this much!” as that would be irresponsible of me, without knowing your exact business, goals, budget or assets.
If you would like us to help you do this on a personal level, read about our 4-Week Lead Generation Program where we’ll work together 1-1 to set up your FEO & Facebook ads campaign.
When I started out using this I didn’t have a huge ads budget – and I desperately needed clients (had lots of space to fill). So I actually put this program out for free.
The advantage of offering it free means you’ll get a boatload of prospects signing up.
The drawback is that the leads won’t be as qualified, meaning you’ll spend more time getting them to show up, more time answering questions, and more time getting them to convert at the end.
But that’s not a ‘bad thing’. If the economics work, its sound.
I’ve used it many times and would continue to in some instances. Again, all depends on the variable assets / resources at the time. If you’re starting out, you likely won’t have the leverage you need to demand high fees and get a lot of sign ups. It may therefore be best to put it out free or very low price (a refundable deposit works well too – they pay a fee upfront that you hold onto and give back – if and when they complete the full 21-day program).
On the other hand, I have clients inside the Mastermind mentorship running this as a paid offer.
Jon Compton, of Wimbledon Strength Club in London, is charging £150 for his 21-day trial program. That’s because his is more of a semi-private offer, leading into small-group training.
Another client Tracey – who runs IronGirlz in California – is charging $69 upfront for her 21-day challenge. And she sells out her spots every time using the funnel we helped her create.
In the message below, Tracey updated me that her last challenge got 34 sign ups at $69 each… for a total ad spend of only $600. That means she’s paying $17 in ad spend to acquire each 21-Day Challenger.
Understanding how much your ad costs are likely to be also helps you price accordingly Another reason why if you don’t know what it would cost in advertising to make a front end sale, you must be careful and consider selling at a lower price or even free.
Tracey has run 3-4 challenges now to keep optimising and tweaking the system, making it more profitable each time.
Here’s a more recent conversation we had, comparing the last challenge (above) to a more recent one:
What she’s saying here is that on the newest challenge we dropped the Cost Per Lead (21-day challenger)down from $19 to only $10.
The Cost Per Sign Up is the what we’re paying to convert a challenger into a monthly client (Tracey’s program is $180/month). So $34 to get a client paying back $180 a month. That’s a damn good ROI 🙂
As you’ve likely guessed from this conversation so far… the real key is how well can you convert challengers into long-term clients?
And that’s really what its all about. There’s no use putting 100 challengers into a program if none of them become long-term monthly clients on direct debit.
In just a moment, I’ll show you some ways to ascend challengers into long-term high paying clients.
But first, I’m sure you’re chomping to know how to run Facebook ads to fill those spots up and suck in those leads, right?
3. How to Fill The Spots On Autopilot With Facebook Ads
People fuss a lot over the Facebook ad. But the real ‘secret’ is to create an offer so good it sells itself.
If you’ve positioned, packaged and priced your 21-day offer really well, your advert will get clicks.
To get plenty of clicks on your advert, start with the IMAGE.
The image on the Facebook ad is 80% of its success – because it either grabs your prospect’s attention, or it fails to.
Here are some Facebook ad image do’s and don’ts:
✅ Show images of happy clients
✅ Emphasise the experience – the community vibe that shows your place is welcoming and friendly
✅ Use colours that contrast with Facebook’s white / blue colour scheme. Oranges and reds work well to catch the eye.
✅ You can add text to the image so long as it doesn’t take up more than 20% of the space. So use that text wisely! State a BENEFIT not a feature. For example, “fast weight loss” is a better benefit than “exercise program”.
❌ Do NOT show your clients sweating, in pain, and about to vomit after a set of 100 burpees.
❌ Be careful showing images of Instagram fitness models with 8-packs & mega thighs. It might not be as appealing as you think to your audience, if you’re targeting the everyday busy mum. I love Michelle Lewin as much as the next guy… but a friendly image of a ‘normal’ female always performs better because its more relatable. If you’re not sure, check out Slimming World and Weight Watchers advertising. Criticise their product all you like, but their marketing destroys yours.
Next, create some ad copy for the text.
Keep it focused on the prospect and the benefits they’ll receive.
4. Do Your Front End Numbers Before Launch Your Sales Funnel
5.How to Upsell Clients Into Your Long-Term Membership – During The First Week of The 21-Day Program
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