We knew because Coach Micheal Burt has scaled his own coaching business to over 8-figures, we could take the 3-step process he used to launch and profit from his new offers.
We also dug deep into his target audience and found out where they are and where they wanted to go. This allowed us to widen the gap between where they are and where they wanted to go while making the event the
bridge that would help them get there.
Then as for increasing the AOV - we knew Coach Burt had books, courses, etc so we packaged 2 of his courses that would handle some of the objections they might have while going into the event. Doing so, we were able to create a $67 Order Bump and a $127 - $197 VIP offer (price raised as the event tickets raised).
Then because we always want to reward your current list first we launched the offer to his list 7-days before the event for $27. Then to keep the scarcity and urgency going we had early-bird for general public at $47 then raise to $97 closer to the event.
We also knew that ensuring the proper email automation on the backend was set up and working properly was also critical to the success of this campaign.
Throughout the post purchase sequence we leveraged expert interviews our client had already done adding authority, gaining credibility, and giving them value from the moment they purchase to the day before the event.