3.9 Challenge Launch

I have always loved the challenge model, but I have seen some flaws with the traditional way challenges have been held. 
Challenges are great for list building, engagement, and building an audience. 

However, challenges majorly lack the most important part of all launches: MESSAGING! 

By reworking the current challenge module and combining a challenge and video series laugh, we can still create massive momentum AND combine it with great messaging where people actually want to buy your stuff after they finish the challenge!

The following is an in-depth interview I did with Zach Spuckler on how we sets up and runs 5-Day Challenges to launch is products and programs. 

Please note: I have NOT run a Challenge in my business. Zach is my go-to-guy for everything Challenge-related! And if you're looking for more training and info on how to effectively position and market your challenge, I can't recommend Zach's stuff enough!  

Before diving in, it's crucial to begin with the 5-Step Planning Process so you have a clear picture of the entire map!  Remember! There are just 5 easy steps: Dream it, Map it, Book it, Chunk it & Do it!

In this first step, you'll simply use the "Challenge Calculator" to determine your OUTCOME goals as well as your PERFORMANCE Goals.

Click the link below to access the calculator now:
http://app.calculoid.com/#/calculator/25133

Metrics that Matter:

#1. Total Sales Needed: _____________

#2. Total Challenge Participants Needed: ____________

You can also learn more about challenges from the challenge guru, Zach Spuckler HERE.

The following is a simple "map" for creating and planning your 5-Day Challenge Launch 2.0

A custom CHALLENGE Launch Calculator that automatically generates your target performance metrics for your next challenge launch based on YOUR financial goals!

Click HERE for your Challenge Launch Calculator!

In this step, you'll chunk out all the "mini-projects" necessary to create and run your next challenge!

Then... it's time to get to work! You ready?!

Step-by-step strategy to creating facebook ads for your 5-day Challenge Launch. 

Before you can create your challenge, you must first get CLEAR on your offer. (ie. what you are selling!) If you have not already gone through the Offer By Design Module, you can do that now, by clicking the link here: Offer by Design

Just like your Offer, your FREE CHALLENGE must also have a clear promise.  The "secret" is to create a a promise for your challenge that moves them in the direction of your OFFER, but still creates a "GAP" that makes investing in your offer a no-brainer.

The promise needs to be something TANGIBLE. Something they can ACTUALLY complete and see in 5 days. 

Example:  If I'm selling my "YouTube Training Course" (VideoROI), which helps people use YouTube for more traffic, leads and sales, I could make my challenge about CREATING your first video.  This way, people get CLOSER to using YouTube by creating the video, but they are still left asking, "now what?!"

When you are CLEAR on your promise, naming your challenge is easy!  You can simply turn your "promise" into the name!

Example: "5 Days to Your First Video!"

In this step, you'll need to "work backwards" to create 5 days of easy-to-implement ACTION ITEMS that your challengers can easily follow in order to get the specific result promised in the challenge.

Ideally, each daily "action item" should take less than 30 minutes to complete each day so your challengers don't get overwhelmed or "feel behind." 

The next steps in the process walk you through how to use FACEBOOK Ads to promote your challenge.

Steps for setting up your FB Challenge Group where you will host your challenge content and communicate with your challenge participants.

Unless you already have a group dedicated to your challenge, I recommend creating one in Facebook in order to "host" the challenge content and interact with your challengers!

Follow the 3 simple steps to create your FB Group for your challenge!

Be sure to use a group heading that utilizes the suggested dimensions of your group. Use a graphic that includes your branding and appeals to the features of your challenge.

In this Step, you will create a registration system so people can register or opt in to participate in your challenge while ALSO building your email list.

Your Challenge Registration Page can resemble that of a webinar registration page: a simple landing page with your challenge information and a call to action.

Learn more about a registration page in 2.2 (Webinar Registration Page) of the Webinar Launch Process HERE.

An example of a webinar thank you page that can be customized to your challenge launch can be found in 2.3 (Webinar Thank You Page) of the Webinar Launch HERE.

Your challenge "Thank You" page is Phase 1 of your challenge and will deliver your first video. 

In this step, you'll need to sync your Registration Page and Thank You Page with your email marketing software (ie Mailchimp, Infusionsoft, ActiveCampaign, etc). 

In Step #4, you'll create the essential emails needed to invite your existing email list and social followers to join your upcoming challenge.  

It is recommended that you begin promoting your challenge the week BEFORE it begins.

Send at LEAST 2 emails to your existing audience inviting them to your upcoming challenge. You'll want to send these both the week before your challenge officially begins. Below is an example of an email I wrote for Zach Spuckler's challenge (on running challenges!) 

Click the link below to view our entire launch email promotion schedule: 

Launch Email Promotion Schedule

In Step 4.2, you'll want to plan our a Social Strategy for using platforms such as Facebook, Instagram, YouTube, etc to get the word out about your upcoming challenge!  

In 4.3, you'll want to plan out and execute on your Facebook Advertising Strategy.  For more information on how to get started with Facebook Ads, please check out Ads by Design

In Step 5, you'll send a daily email reminder to all of your registered challenge participants, post your challenge content inside your Facebook Group AND support your participants.  

In Step 5.1, you'll write an email for each day of your challenge to notify all challenge participants of WHAT they will be doing for their challenge assignment that day.  You'll want to pre-write and schedule these emails before your challenge begins. 

In Step 5.2, you'll will CREATE your content for each day of your challenge AND post the content at the beginning of each day of the challenge. 

In 5.3, you can add any additional support or training that helps your challenge participants get the most results throughout the challenge. This can include (but is not limited to) FB Lives, shout-outs, bonus content and answering any/all questions!  

In Step #6, you learn what goes into each phase, including your two videos that take place in Phase 1 and Phase 3 of the Challenge Launch.

Your Phases will include the same content that would go into a Video Series Launch, but it will be blended with your challenge.

The three phases in a video series is traditionally broken up into three themes. Therefore, in your challenge launch, each phase needs to encompass each theme. They are as follows:

#1: The Opportunity

#2: The Transformation

#3: The Ownership Experience

This originally comes from Jeff Walker and his training, I will simply give my interpretation of how I structure each of these three videos.

Phase one of your challenge will be a pre-recorded video and will be delivered to your challenge participants with the challenge registration/ thank you page. 

In the first phase, your main goal is to sell the opportunity to your viewers, hence the name The Opportunity. However, the opportunity you are selling is not your product or your service, but rather the vehicle or mechanism that creates the transformation for your audience. In this instance, you will be selling them on why to do your challenge and how to prepare for the upcoming transformation they will experience. 

In the Business By Design video series, the mechanism was processes and systems. The goal of video one was thus threefold…

1. Identify and agitate the problem of your ideal viewer
2. Identify the ideal solution or transformation for your viewer
3. Makes the case for why this vehicle (ie Processes) is the most effective way to get to the transformation

This third part is key. You must be able to explain your vehicle in such a way that people easily understand it, then you must make a case for why it is the best vehicle. This is where you share proof, market research, data, etc.

Your challenge participants NEED to know and understand why they are taking action throughout the challenge. They need to understand the problem you are helping them solve. 

Then I like to end this first video by giving my audience those first steps to take so they can start to see real results right now and be excited and ready for the upcoming challenge. 

Phase 2 is your challenge!

If you've done the first video right, that means your audience is super excited to get started. They want to get to work, so let's do it.  You want to provide the most value and highest quality content here. This is what we call creating "results in advance."

In this phase, as you deliver your daily challenge items, either through email, FB group, etc. you will also need to destroy all objections that your audience will have about this vehicle as you provide them actions to take during the challenge. 

Phase three will be a pre-recorded video and will be delivered with your final challenge activity on Day 5 to be viewed once the daily activity is completed.

This video is my favorite video and probably the easiest to create. In this video, you'll simply lay out the entire big picture or blueprint of all the work they need to do in order to get to the transformation using the vehicle that you made the case for video number one. 

This is quite easy, why? Because you're simply sharing the outline of your course or program.  That's right!  In this video, you will simply point out all the things they need to be aware of all the things they need to deal with and all the things they need to learn about in order to get this transformation successfully. This is simply sharing your module outline for your program.

Then, the most crucial piece, you must pivot to your offer. By the end of video three, you must introduce that you have a program, and it is going to become available for sale very shortly. 

Within the video, you will give them a call to action to sign up for the waitlist. 
By Pivoting your offer, you will be creating both demand and desire. You can view the entire Pivot training in Module 4.13

In Step #7, you'll create a Sales Page for your Offer (to be released on your at least 2-3 days after the completion of your 5-Day challenge and after you have completed the "pivot and pull")

In order to create a Sales Page, simply follow our Sales Page Creation Process. 

In Step #8, you'll create a Checkout Page for your Offer to be linked to your Sales Page. 

In order to create a Sales Page, simply follow our Checkout Page Process.