This is your step-by-step guide on exactly how we earned $14,415 from one intro to firearms class.
On a Saturday in Ocala, Florida, we had 80 people walk into a room. They each paid $37 to be there, and by the time they left, it was $14,415 in one day.
You can do this, too. Here is how.
Market Misconceptions
A lot of people say, “My state is different. We just went constitutional carry, so nobody wants training anymore.”
That is complete BS. Florida went constitutional carry. Everyone knows there is no permit required. Everyone said it would kill demand for classes, but they were 100% wrong.
I tested two different ad angles. The concealed carry focused angle was the clear winner. I had 45 acquisitions at a cost of $33.70 per acquired customer. The non-concealed carry focus was two and a half times more expensive.
Even if the laws change, that does not mean the demand is going to change.
The Sales Process
The process from cold stranger to buying student is simple.
First, the Facebook ad. Then, they go to a landing page and buy for $37. During the process, they get an order bump for $27. Then, an upsell for $149, a confirmation page, and then they come to class.
This process brought 80 students into the room and put $4,418 back in the pocket of the business before the event even happened.
The Trip Wire Strategy
Your initial offer product (IOP) does not have to be the thing you make money on. It is just getting people through the door.
It is okay to not make money on your first sale. It is okay for your cost per acquisition to be more expensive than your IOP as long as you have a great back-end process.
Every time I gave Facebook $44, I earned $37 back. I lost money on the IOP, but the ultimate process kicked in.
Analyzing Ad Success
My best performing ad had nothing to do with the actual class. It had everything to do with what the prospect was feeling before they even said it out loud.
The ad hit on that and said, “Look, I know you are nervous. That is exactly why you should come to this class.”
When that person feels seen, that is the first sign of trust. Trust is what converts cold traffic.
Order Bumps and Upsells
Right after they make a decision to buy, present an order bump. Mine was a $27 online course. If you are not using order bumps on your checkout processes, you are leaving money on the table.
Right after the order bump is a one-click upsell. I offered a $149 semi-private workshop. This brought in an additional $596.
The real math: My average cart value was $57. My order bump brought $49 per registration. My upsell added $9 per person. My backend average added $151 per signup. I actually earned $222 per registrant instead of just $37.
That is a 5.4x return on investment.
The Invitation (The Close)
At the end of the class, I gave my invitation. I told them to go to the back of the room and pay $1,000 to sign up for the program.
10 out of 80 students bought the $997 training package. That is a 12.5% conversion rate. The back end was $9,970 and it was 69% of the revenue.
The only way to get good at the invitation is by doing it. My PowerPoint for the invitation was 101 slides that I went over in 10 minutes flat. This ensures I am perfect and exactly the same every single time.
The Connected System
The only way this works is if every piece connects.
You need the offer to fill the room, the ads to drive cold traffic, the funnel to convert registrations, the class to build trust, and the invitation to capture the money already in the room.
Build your offer stack. Set up your ad account. Write your invitation. Take action today.
Leave a Reply