3 Growth Lessons From Last Week (+ A Must-Attend Workshop)

Hey - It's Craig. Hope you had a nice weekend. I played chopped down some old dudes on the rink Friday night and watched Yella-stone on Sunday.

Before I dive into some interesting wins we had last week, I want to tell you about a workshop my friend Alexys is hosting this tomorrow at 2PM EST.

She's the former COO of two 7-figure companies and is sharing her framework for engineering predictable scale. If you're hitting growth plateaus or feeling stuck as the bottleneck in your business, you need to be there. More on this at the end.

Now, here are 3 quick lessons from last week that might help you:

We hit a record with 120+ quiz completions in 15 minutes at 100% completion rate. The support team emailed me asking how we did it (kinda desperate to know the secrets no? joking… 👀)

The secret? We positioned it as the "cost of inaction" rather than promising big rewards.

Quick Tip: Studies show people feel losses 1.5-2x more intensely than gains. Sometimes showing what they'll lose is more powerful than showing what they'll gain.

This ONE event ad crushed it at 19.5x ROAS ($2.6K → $52K).

The difference from this ad and the 50+ other ads we tested?

Instead of the typical "come see ME teach you MY secrets" angle, we highlighted the other speakers joining the event. And not just other pretty faces to increase buy in (that would help the front end CAC but not the backend) but, you know, the other actual experts who aren't just Instagram famous.

And here's what made it really interesting:

• Main host's solo ads? Decent performance

• Same copy with guest experts featured? Numbers went bananas

• Same targeting, same funnel, same everything else

Why? Because in 2024, people are tired of the one-guru show. They want community. They want multiple perspectives. They want to feel like they're joining a party, not sitting through a lecture.

Quick Tip: Stop trying to be the lone wolf genius. Your audience isn't stupid - they know real value comes from diverse expertise. Plus, let's be honest, it's way easier to sell tickets to a festival than a solo act these days.

Unless you’re Ray Gun I’d pay to see that live:

The real win of this all? This approach doesn't just help ticket sales. It creates pre-event buzz, gets people excited about the community they're joining, and typically leads to higher show-up rates.

Speaking of learning from real experts...

If you want my entire event ads playbook just reply to this email and I’ll send it over!

3/ The "Patience Principle" (or Why Data Beats Your “Feelings”)

So here's a fun one - last week we finally got a partner profitable who was convinced low-ticket offers were the devil. You know the type: "But my high-ticket webinars and VSLs worked in 2019!"

Let me paint you the rollercoaster:

• Sales 1-50: Bleeding money faster than a trust fund kid in Vegas

• Sales 50-90: Breaking even (if you ignore actual business costs... which you shouldn't, you monster)

Then, at sale 101, they hit me with the classic: "This isn't working, we need to shut it down."

**rolls eyes aggressively, crack knuckles ready to become a keyboard warrior **

Here's where it gets good.

Our data projected a 3-5% front-end to back-end conversion rate.

And wouldn't you know it - that EXACT DAY they got 3 back-end sales.

Universe has a sense of humor, folks.

Fast forward to today: we’re approaching 200 sales, front-end profitable at 1.3-1.5x on spend, and an 6-8x ROAS when you count the back end. Not too shabby for something that "wasn't working" eh?

Quick Tip: Look, here's the thing about scaling - everybody wants overnight success, but nobody wants to trust the process. The difference between winners and whiners? Winners let the data do the talking..

The real tea? Most businesses are playing hot potato with their offers, dropping them the moment they get uncomfortable. Meanwhile, the winners are out here playing the long game, armed with data instead of drama.

Speaking of scaling profitably...

My friend Alexys Bartok is hosting "5 Keys to Engineering Scale in 2025" this Tuesday (tomorrow or today depending on when you read this) at 2PM EST.

She'll show you:

• The real difference between $50K/month and $100K+ month businesses

• How to break free from being the bottleneck

• The 5 critical systems you need to scale (most businesses are missing 3)

Register here: go.processtoprofit.net/event-registration

She's the real deal - and I rarely recommend workshops. But this one's different.

Talk soon,

Craig