The Deep Dive: A New Model For Your Marketing Your Coaching Workshop That Will Skyrocket Attendance Rate, Engagement, & Sale

You know how we promised you an example of a business that crushed it as soon as they moved away from producing and marketing free content all the damn time?

It’s called the Ask Method.

The company, led by Ryan Levesque, were running free webinars as their main model of lead generation.

But their success was capped because their attendance rates weren’t great.

And nothing they did ever made a meaningful difference to grow the metric.

After testing everything, Ryan was about to throw in the towel and say “webinars are dying so guess it’s time to find the next thing….”

Before they cut the cord completely, the team decided to do one last test.

Instead of offering free content aimed at people seeking information or education….

…they offered low cost content that promised a very specific outcome, result, or benefit. 

The company started to charge $25 to signup for a live online event.

(Typically called Workshops, Premium Trainings, Masterclasses, etc)

They also increased the length of the event

Instead of trying to jam everything (including the sales pitch and call to action) into an hour (or less!)…

…pitching to an audience full of half invested people half paying attention….

The company delivered a 2+ hour interactive workshop where nearly everyone showed up and nearly everyone actively engaged.

After delivering a valuable experience, they shared one of the company’s “core offers”; a $2,499 bootcamp program.

People were invited to stay to hear more or ask questions or were free to drop and to expect the recording in the next couple of days.

(Way better vibes than the traditional VSL or live training pitch model IMO)

With their old “free content” model, their attendance rate was around 36%.

And only 26% stuck around to see the offer.

In the new paid workshop model, attendance peaked at 96%

And 92% stayed until the end to see the bootcamp offer!….

Their “offer viewership rate” increased by more than 3.5x….

And, on average, the leads seeing the offer are much higher quality. They started out as “buyers”.

Plus these buyers then got to experience a better, more valuable, and more engaging initial interaction with the business.

Certainly helps to create better conditions to help inspire their customers’ desire for more great experiences with the company

Successful Entrepreneurs Aren’t Afraid to Break the Norm

No doubt, The Ask Method definitely does bring in fewer total registrants than the free model does.

A smaller percent of the overall market are clear on their problem and are looking for someone to help them solve it at any given time.

But they are the highest quality leads. They are invested and they SHOW UP.

These attendees aren’t like dating teenagers half-watching Captain America on Disney+….

These are Marvel fanatics dressed up on opening night, clutching their inflatable shields with glee    

The Ask Method was more profitable and less wasteful because the business didn’t attract thousands of tire kickers each month who clogged up the CRM and the support inbox with no intent to buy….. 

And more scalable too.

In fact, their new workshops now make… puts pinky finger to lips*