How Jamal generated 2,843 new customers with a 5-day challenge
Jamal’s company isn't selling $2,000 or $10,000 products, but a monthly recurring membership at $30/month and $250/year; meaning almost any digital product/service owner can use our Challenge Method to get extraordinary results.
This is a story of Jamal, a friend, and client, who managed to get 2,843 highly targeted customers during a 5-day challenge launch.
Before we get into the process, you have to know that Jamal’s company isn't selling $2,000 or $10,000 products, but a monthly recurring membership at $30/month and $250/yearly; meaning almost any digital product/service owner can use this challenge method to get extraordinary results.
Jamal and his wife Natasha were already running quite a successful 7-figure online business, leveraging different marketing methods and digital products.
You can hear more details directly from Jamal's video below
Jamal & Natasha Miller
"I'm so excited today to tell you how beneficial and powerful and momentum driving was The Challenge Method Launch for us"
Back to our story...
They also had a previous positive experience with launching online challenges and wanted to raise the bar and improve results even more.
At the time, they were doing plenty of small promo campaigns and wanted a sure-fire way of enrolling a couple of thousand new, and highly targeted, students into their membership.
They entrusted our team with a sacred mission to develop the strategy and manage the entire launch campaign.
As a digital product or service owner, you know how important it is to get the right "super-engaged" customers, so that they work through your materials, implement learnings, and get results in the end.
The situation could get even more challenging if the product you are selling is based on recurring revenue and you need to make sure your customers are consistently engaged to stay in your membership.
And "industry standard" shows that less than 10% of customers who purchase digital products implement the course materials successfully.
It takes an enormous amount of energy (and financial resources) to get people through the doors, but it takes, even more, to keep them in.
Luckily, Jamal isn't a business owner who only cares about 'getting the sale'
He also cares about his audience and wants to truly help them, not just sell them a random PDF download.
That's why he gets such amazing results.
When you're passionate about and connected with, your tribe; the results will show it.
It has taken some time to prepare his team for such a big influx of new customers, but eventually, everyone was ready.
Now they just needed new students.
We agreed that 2,000 new students would be a very solid result, and anything above that a double win!
Here's what Jamal was able to achieve with a 5-day challenge promotion:
So, what is an online challenge and why does it work so well?
First, an online challenge is simply a series of valuable content, delivered to your audience over a specific period of time, with the purpose of filtering the most engaged potential buyers and selling them your products or services.
People get to sign up for your challenge the same as they would for a PDF Guide or a free video course.
Online challenges work well because:
#1 A CHALLENGE PROMO KEEPS THE ATTENTION ON YOU!
Classic lead magnets aren't working as well as they used to. And I don't mean that people don't want to sign-up for your lead magnet.
What comes after they sign up is the real problem - they sign-up for the PDF guide, download it, and then ignore it with other 136 PDFs in their "Downloads" folder.
You got their attention, but probably lost it just minutes after!
Challenges have the opposite effect - when people sign up, you will continue to interact with them, and keep their attention for a longer period of time.
This is the perfect opportunity to build a relationship with your new audience quickly!
#2 YOUR TRIBE CAN GET RESULTS FASTER
Again, compared to classic lead magnet, where your new subscriber is left to figure things out alone, the challenge is built in a way that helps your audience solve their problem step-by-step.
On top of that, most challenges thrive in Facebook Groups, so suddenly you'll be surrounded by like minded people determined to get the same results, which is a great motivator.
#3 MAKES IT EASIER TO SELL YOUR PRODUCT / SERVICE
A challenge is a multi-day process of intense relationship building with your audience.
Perhaps the most important thing about challenges is this: they are very personal.
For a challenge to be successful – that is, for people to want to work with you at the end – you need to be honest and authentic, so they feel like they can get to know, like and trust you.
When the time comes to present your offer, your job of selling will be a lot easier, because your most connected audience will certainly be ready to "take the next step" with you.
I could list a lot more reasons WHY you should start using online challenges in your business today, but instead I will show you how we implemented Jamal's Six Figure 5-day challenge.
Every successful challenge consists of a 3-phase process:
A) CHALLENGE
B) ENGAGE
C) THRIVE
First Phase: CHALLENGE
I also call this one the "sharpen the ax" phase because this is the part where you do all the grunt work and prepare all the materials to launch your 5-day challenge.
What you do in this phase depends on the size of your business and whether your goal is to build an audience, make sales, or engage existing customers.
In Jamal's case, the goal was to make an impact to tens of thousands of people and turn the most engaged ones into customers.
So we decided on a two-fold approach:
A) Re-activate existing audience (email list, FB Group, Social media followers)
B) Get fresh audience on board
I find this approach to work the best because you'll get a mixed audience of people who already know you, and fresh ones who are super pumped because they are joining your world for the first time.
When it comes to the challenge delivery, we decided to maximize reach by introducing 3 different delivery channels:
1) Email (as a primary sign up method)
2) Chatbot (for all challengers who prefer FB inbox)
3) Facebook Group (as a main engaged hub, and to deliver daily videos)
That way we ensured for at least 70% of challengers see and consume daily content. It caused crazy engaged in daily challenge videos, but more about it in a minute.
Once the challenge content and funnels were done, we were ready for phase two.
Second Phase: ENGAGE
This is where the fun part starts.
Engage phase consists of promoting and launching your challenge.
We used different post types to invite people to join the challenge:
A) Image Ad
B) Video Ad
C) Facebook Live Ad
By testing multiple image/copy combinations, we managed to uncover their winning combination and then scaled those ads to different audience types:
1) People who liked his Facebook page (excluding existing audience)
2) People who visited his website (excluding existing audience)
3) People who viewed his Facebook Lives (excluding existing audience)
4) Lookalike audience in the US based on challenge leads audience (once there were more than 1,000 challenge leads)
(I have a small "Easter egg" bonus for you, since you are paying close attention and reading everything. A cheat sheet to show you how we structure all our paid challenge promotions - click here for direct download)
The challenge promotion lasted for 10 days in total.
At that point, we had a huge audience in multiple channels (email, Facebook Group, Messenger Bot) eager to start the challenge.
Just imagine, having more than 60,000 people on your email list with 30,000 of them reading every challenge related email, broadcast on demand!
Or, even better - 19,000 people in ManyChat (messenger bot) with a stunning open rate of more than 90% and click rates of more than 50%.
That meant, every time he sent out a Facebook messenger broadcast, he got at least 8,000 clicks almost instantly!
Jamal’s team had created all the challenge materials up front and could focus on serving their audience in Facebook Group (the entire content delivery process was fully automated).
The main goal during the 5-day challenge period was:
To respond to as many comments, emails, and messages as possible, and help challengers stay engaged until the end.
Doing Facebook Live broadcasts on top of the challenge content was a huge win since people had many questions that could be directly addressed live.
It also served as an authority building method, where Jamal and his guests would share valuable insights and advice even outside of the challenge scope.
Look at the crazy engagement they had during daily video sessions (59,000 video views, 13,000 comments):
Just imagine having such a huge impact, in such a short time period...
And it was like that every day. The group exploded, and by the final day challengers were primed for phase three
Phase Three: THRIVE
Final day five training looked like any other regular evening challenge training and attendance was high.
Jamal and his team talked about the importance of each daily challenge task from the previous week and presented the next step (open cart for their membership program) in a very casual way, and sales started rolling in...
So if you've ever felt like you have to be salesy or pushy to make that sale, you longer won't have to, because your audience will literally ask to buy stuff from you!
The opencart sequence lasted from Friday evening to next Wednesday midnight, and each day had a special theme and bonuses so the audience stayed engaged throughout the promotional period.
As with most of the marketing promotions, first and last 24 hours were the strongest.
In the end, it resulted in 2,843 new students, and high six-figure revenue.
Not bad, right?
As a special cherry on the top, I'd also like to share my key 5 takeaways that additional boosted the success of this project (and can certainly help improve the results of your launch):
#1 TAKE TIME TO FINE-TUNE YOUR CHALLENGE IDEA
Spend extra time on nailing your challenge idea and message. It took us weeks to perform audience surveys, talk to people live and test different headline variations. Don't be lazy, because this part can make your life and launch a lot easier (or harder).
#2 USE MULTIPLE CHANNELS FOR CHALLENGE DELIVERY
Delivery challenge content on more than one channel was a huge win. We've maximized reach, by simply allowing people to choose which channel they liked the most.
While I support one channel delivery for a smaller project (to avoid tech overwhelm), multiple channels for bigger launches are a must.
#3 USE DYNAMIC FACEBOOK ADS STRATEGY
Make sure you challenge stays on top of your challengers' minds all the time. Every part of the journey was accompanied by awareness ads where we'd just let them know about daily updates.
Keep these awareness ads fun and entertaining.
#4 SEED YOUR BRAND/OFFER DURING THE CHALLENGE
During previous launches, Jamal never talked about the main offer, until the final training/webinar.
This time we decided to seed the offer during the challenge week, by mentioning the name of their offer, talking about their student results, and some other ninja tactics.
#5 PLAN POST-CHALLENGE ENGAGEMENT
The big mistake most challenge organizers make is keeping engagement high right until the final day of the challenge, and vanishing afterward.
For me, this is when the actual fun time starts, so make sure to have a strong engagement plan in place for a period after your challenge, and doing open cart.
Implementing even one takeaway will make a huge difference in your challenge results, let alone all five.
I definitely encourage you to get the Challenge Launch in your business - Jamal
"If you're looking for a launch style that's different from what you've seen, this is something you should definitely try.
Phill is the genius when it comes to not only the messaging, and marketing framework, but also to analyze your audience and see how they best resonate with what you want to accomplish in your launch..." - Jamal M. (watch the video below for the full recommendation)
Want to get the same help and guidance Jamal had?
If so, CL:90 program is for you.
This is a 90-day launch intensive where I personally guide you through the entire Challenge Method launch framework.
And help you apply all the nitty-gritty details to your next profitable launch.
So you can double or even triple your previous launch profits.
The CL:90 program is personalized and tweaked to each client's specific business situation.
That's why space is limited, but you can always apply below (and answer a couple of questions to see if we're potentially a good fit)
Click below to apply and our team will contact you with further information in 24-48 hours.
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