You need to fail faster
Or you will find yourself stagnant
Good morning fellow human,
We have been rapidly scaling up webinars for existing clients and new ones - systemising the biz, and our processes and scaling to a webby per week at the moment.
As we bring on new clients and help them launch their first live event campaigns with us, I have realised a pattern among all of them.
The first one never quite hits that tasty spot that we thought it would.
I'm not afraid to say that we don't get it right the first time because until we get the initial feedback, our messaging and angles are not validated with this conversion mechanism, even if they are validated on short form or ads.
We did one last night with a new client where we were selling an offer on the webinar as opposed to booking in a call for it because it was a relatively low ticket. Recently, I've been liking book a call webbys as leads sell effortlessly after sitting through a webby, but this price point didn't justify having a sales team.
We did well to be humble - great CPL's on ads (like really great), usual 55% show rate and strong conversion rate.
We also got a 5x ROAS just from the purchases on the webby - we will be following up with all the leads over the coming days.
However, we have at least 7 takeaways that can be implemented instantly that will probably 5x our CC on the next one.
We did another last week that was still a successful campaign, but plenty of takeaways for next time.
The lesson in here is that no matter how much preparation you put into anything.
Your Offer
Your Messaging
Your Price Point
Ad Targeting
Ad Creatives
Whatever it is - the MARKET decides whether it's good, not you.
I'm excited to go back and run our next wave of webbys with new clients because, with one of our clients, we 4xed our previous best on webinars by making two changes - a different offer and a lead magnet / worksheet for signing up that accompanied the call.
Sometimes, it'll be as easy as that.
But you won't know until you fail FAST.
We launched last nighs webby campaign with a 4-day promo with next to no organic and a small budget behind paid.
We never expected it to be a grand slam, we knew the feedback was just a stepping stone that would propel us to the next goal.
Keep learning.
Love you all,
Charlie McCormack