Dear Training Company Owner
As you know, filling "discovery events" with Facebook, Google and YouTube ads is hard and expensive.
Only 40% of registrants attend.
Only 20% of attendees buy.
So, 92% of your "discovery event" leads do not buy.
What do you currently do with this 92% of your leads?
Do you have a nurture system in place to earn their trust and convert them into customers?
Do you pass these leads on to the sales team? And do the sales team follow up with them for more than 2 weeks?
Do you try to re-register these leads to the same event that they did not attend?
The good news is that you are building your list. And...
That much-quoted business principle is true if...
You have a proven system to turn your list into a 6-figure campaign and a 7-figure annual income.
With a proven system, you can sell high-ticket workshops, online courses and mentorship programs to your list.
I have a proven system to turn your list into a 6-figure campaign without a sales team.
In fact, turning your list into sales won't need any time or resource from your team. And it will only need 6 hours of your time, or the course creators time.
How is that possible?
The short answer is that I've got a simple system to turn your list into buyers. My system combines Upfront Value, Storytelling, Social Proof and an Irresistible Offer.
This unique combination earns the trust of your list and makes them feel good about buying. And it makes non-buyers want to work with you in the future.
In other words, this system creates trust that makes sales today and in the future.
This system has 12 days of upfront value. Followed by 11 days of sales. Then the shopping cart closes and the offer disappears.
I've used this simple system to turn email databases into £100,000 plus in only 23 days in many different industries.
How exactly did I do that?
What are the different elements that go into the campaign?
What makes the biggest difference in sales?
I'll tell you all that in a minute...
First, I'd like to answer the question on your mind... the question asking...
My name is Roland Eva and for 4 years I was Head of Marketing for the largest UK property training company. So I understand the cost and challenge of filling "discovery" events.
I know that you can fill events with Facebook and YouTube ads. And I know that this model is a very leaky bucket. 92% of leads do not convert into buyers.
That's the best case scenario.
If attendance rates drop to 30% and conversion rates drop to 15% then 95% of your event leads did not buy.
That’s what forced me to ask…
Guru's like Frank Kern told me it was possible. But he didn't show me how.
Knowing this was possible was a curiosity hook that kept me searching for a repeatable way to sell high-ticket workshops without a sales team... using only an email database and some web pages.
And I discovered a better way 3 months after my daughter was born.
In September 2014 my daughter was born. In December 2014, I took the month off to look after her.
Babies sleep a lot and when she was sleeping I was studying. I was learning about a new form of marketing called Product Launches.
I set myself a goal of knowing how to use this by New Year. So for 6 hours a day I was learning about Product Launches.
And... by New Year I understood how this complex system worked. Now I was desperate to test it in the real world.
The 5 January 2015 was the first working day of the year. My boss sat me down and said
"I want us to be the biggest name in the UK for a new business opportunity selling products on Amazon."
"The only way we can achieve this is with the new form of marketing that I've discovered." I said
"Okay, you're the Head of Marketing. Do what you think is best."
That was it. No resistance to the idea at all.
Then I told my team about the new discovery events we were selling and this new form of marketing that I believed would give us a giant leap in sales.
They thought I was crazy. They hated the idea because it was a lot more work. And it was an untested strategy.
Then I wrote the target on the wall.
That's when they thought I had lost my mind.
Because selling 200 would have been good. Selling 300 would have been amazing. So selling 1,000 discovery events was way beyond anyone's wildest imagination.
The good thing about being the boss is that I could force the idea through. The bad thing about doing this is that I backed myself into a very dangerous corner. To the point where if it didn't work. I wasn't sure I would have a job.
Because this was a brand new course. There was no lead generation budget. So, I couldn't fill the "discovery" events with Facebook ads, YouTube ads, or emailing paid lists.
The only tool I had was the database. The 92% to 95% of leads that had said No to every other business opportunity.
We put the campaign together and on the first day of sales, we sold 23 discovery event tickets for £27.
If your target is 200 then this is not bad. And if your target is 1,000 then you're a long way from Kansas.
At this point, everyone looked at me like I had failed.
I told them that we just needed to make the next 8 days great. This was a bold thing to say because at this stage, this new form of marketing was only an academic idea. I had studied it. But I didn't know anyone that was actually using it. So I didn't know if it worked in the real world.
It was a simple idea that made sense to me.
Get people excited about an opportunity. Show them how they can use this to change their life. Show them that other people just like them have used this system. Show them what they need to do to seize the opportunity. Then give them the opportunity to buy.
It's a simple persuasion process that I believed would give us a giant leap in sales.
At the end of the 9 day sales window. We sold 1,115 discovery events.
I breathed a sigh of relief and threw my hands in the air for a well earned victory.
Did the non-believers say "Roland, you're a genius."
No. Of course not.
The only thing everyone wanted to know was how we could improve things next time.
I was terrified and excited about this new opportunity.
I was terrified because I didn't know if you could sell a £1,997 online course without a sales team.
This simple system was more powerful than anything I'd ever used before. So I couldn't wait to see the limits of this system.
We used the same campaign structure. And at the end of the 9 day sales window we made...
£672,989 in Online Course Sales!
That's when I knew that this system could sell products and services at any price.
I've used this system to sell £27 discovery events. I've used this system to sell £1,997 workshops and online courses. I've used this system to sell £12,000 mentorship programs and retreats.
To show you the exact steps for each day of this 23-day campaign. Let me show you what the campaign looks like...
The campaign falls into 2 distinct parts...
The value sequence is 4 videos and 4 ebooks. The ebooks are a download below each of the videos.
The purpose of the videos is to get your database excited about the opportunity you are offering. This is the opportunity that will transform their life. An opportunity that will give them a 10x improvement on what they are doing now.
You will help them seize the opportunity in your workshop. The value video sequence explains what the opportunity is... why it works... and what they need to do to seize it.
The format for each video is...
The purpose of the story is to earn the viewers trust. It shows your struggles to create this system. Revealing the struggles builds the value for your system. It also shows that you are just like the viewer. The only difference is that you are a few steps ahead of them. And that you refused to give up... despite the setbacks.
The information part of the video shows prospects...
If your system has 4 steps, then you can show each step in the 4 videos.
If your system has more than 4 steps then you'll need to show the most important parts of your system in the 4 videos.
The critical thing is to highlight: What is the opportunity and Why they need it.
Once your prospects know that, then the final challenge is making them believe that they can use this system to change their life.
The action part of the video transforms the video from entertainment into value. Something that will change the viewer's life.
If they take action now, they are much more likely to buy because they are already bought into the process. They have seen for themselves how you can help them when they take small steps.
The next logical step is to buy your product.
The videos go out every other day to give people time to watch the video and do the exercise. It also allows you to re-send the email to non-opens.
The transition from the Value Sequence to The Time-Limited Sales Window is registration for a webinar.
There are two live webinars as part of The Time-Limited Sales Window.
Each webinar is a service-based selling tool. It tells stories. It gives upfront value. It shows social proof. Then it gives the attendees the opportunity to buy.
Let's look at each day of the Time-Limited Sales Window...
The live webinar is the first day of selling.
Day 2 sends people to a long copy sales page.
A long copy sales page is a salesman in print. Or in this case online.
The sales page uses stories and social proof to earn the readers trust. It shows the reader the opportunity and what they need to do to seize it.
By showing them the steps that they need to take to seize the opportunity. The reader will believe that they can do it.
To reinforce the belief that the reader can change their life with this system. The sales page uses social proof to show that other people just like them, have used this to change their lives.
Finally, it makes an irresistible offer. An offer that shows them...
If you're thinking, that's a lot to put in a letter. You're right. And that's why sales pages are 4,000 to 10,000 words.
The beauty of a sales page is that the prospect can read as much or as little as they want before deciding to buy.
With a sales page, the prospect can re-read certain parts before making up their mind. They can read at their own pace. And at a time that suits them. Something that is not possible with a webinar.
Day 3 sends the database to a social proof video. At the end of the video, a button appears below the video that takes prospects to the long copy sales page.
Days 4 to 8 ask the database to register for the second webinar.
This keeps the value high in the sales part of the campaign.
Why run 2 webinars?
Because 10% or less of your database will register for the webinar. And only 40% of registrants will attend. So there is a second webinar for people that couldn't attend the first one.
Day 8 is the second webinar.
Days 9 to 11 drive traffic to the long copy sales page.
The emails in the campaign use storytelling, social proof and urgency to persuade readers to take a specific action.
The start of the campaign uses more storytelling emails. As we get closer to the deadline, the emails become more offer and urgency focused.
As you have seen, there is a lot of value in the sales part of the campaign. This way you don't burn out your list. Those people that are ready to take action will. And the stories in the campaign creates a stronger relationship with everyone else. This creates trust and lays the foundation for future sales.
That's the simple system that I use to turn email databases into a 6-figure campaign... and a 7-figure annual income.
If you're anything like me. Then you'll want to know...
The long copy sales page!
This has doubled or more than doubled the webinar sales of every launch I have run.
Most people believe that no one reads long copy sales pages. Because no one admits to reading them.
In fact, I have never met anyone that admits to reading long copy sales pages.
And the results don't lie.
50% to 90% more people buy from the sales page than the webinars.
There's one other campaign element that I'd like to mention again because...
Storytelling is the Magic Fairy Dust for campaign success.
You need stories in the value part of the campaign to earn trust and show how and why you created this system.
You need stories in the webinar and sales page to earn trust and create a lasting emotional connection.
You need stories in the emails to motivate readers to take action.
Stories drive campaign success.
Now that you've seen the simple system that I use to turn your email database into a 6-figure campaign... and the two elements that make the biggest difference to success.
I'd like to share with you some of the results that I have achieved for my consulting clients...
The first thing Roland advised me to do was triple my prices. This terrified me but he was adamant and that's what convinced me. Our first product launch made £120,000 in just 9 days! And… Roland has repeated this success many times over the next 18 months.
Arsh Ellahi founder of Arsh Ellahi
Before I started working with Roland Eva I was well known as the largest HMO investor, but I struggled to turn my knowledge and reputation into cash.
I did a product launch with Roland and made more money in 9 days than I normally make in 6 months! And the entire process took just 3 hours of my time. That was just amazing!
Roland has launched 4 new courses for me which has improved my product range considerably.
Jim Haliburton founder of HMO Daddy
Roland told me he could double my sales with 2 'secret ingredients'. I didn't believe him. I know too much about marketing to believe in 'secret ingredients'.
Roland piqued my curiosity with stories from previous clients. That made me believe this was worth 'test driving'.
The first campaign exceeded my wildest dreams. We made £166,167 in 9 days.
His 2 'secret ingredients' more than doubled the sales of any previous campaign.
I look forward to working with Roland for many years.
Simon Zutshi founder of Property Investors Network
Roland gave me the greatest year of my business life. He launched my Wealth DNA book to number 1 on Amazon for all books sold on the day of launch.
Roland exploded my training company with a launch that made £672,989 in just 9 days. He followed that with a launch that made £377,433 in 9 days. That level of success just blew my mind. To top it all off, Roland filled my summit in London with over 1,000 people!
Daniel Wagner founder of Daniel Wagner
Storytelling and a long copy sales page.
In every case, this simple system turned an email database into a 6-figure campaign.
Would you like me to do the same for you?
Would you like me to turn your email database into a 6-figure campaign... and run several campaigns throughout the year so you enjoy a 7-figure income?
This system drives sales in every training company. But that doesn't mean that I will work with every company.
So, let me tell you...
If you would like me to help you turn your email database into a 6 campaign. Then…
The investment for me to create a campaign to your email database is £10,000 plus 5% commission on sales over £100,000.
What do you get for your investment?
I'll create every asset needed to run the campaign. This includes...
In short, I'll do everything to make the campaign succeed. The only thing I will need you to do is make time to record the value sequence videos and to run the webinars.
Why is there an ongoing commission on sale?
Because this aligns our focus. And it means that we both have a vested interest in getting the best results from the campaign.
I'm a direct response copywriter and marketing consultant. That means my role is to drive sales. In the same way that a salesperson earns commission. So do copywriters.
If you're thinking that sounds great but...
You're absolutely right.
That's why I'll read your books and blog before I start working on your campaign. I'll listen to your Podcast and watch your YouTube videos.
Plus, I'll go through your course so I fully understand your system and what makes it unique.
Then I'll interview you to uncover your inspirational personal stories.
I'll read the lead magnet that got people on your list. I'll ask questions about the fears and desires of the people on your database.
After all that... I can start working on your campaign.
Now that you know everything that's involved in setting up and running a campaign to your email database...
Would you like to talk to me before you make that decision?
If you answered Yes to both of these questions. Then please click the link below and book a video consultation call.
The video consultation call is our opportunity to meet and see if we are a good fit for each other.
You can ask me how I'll apply this system to your business. And any other question you have about me and my system to turn your email database into a 6-figure campaign.
In 30-minutes you'll know if this is right for you. And you'll know when we can get started.
There is no cost for this call and there is no future obligation. This is purely an opportunity to see if we are a good fit for each other.
To book a video consultation call now. Click the link below.
Thank you for taking the time to read this message. It's a longer message than what most people would read. And I wanted to show you the simple system that I use to turn an email database into 6-figure campaigns. And what's involved when we start working together. So you can make an informed decision about running this campaign.
I look forward to speaking with you soon and learning about your business.