Virtual Event Funnel Breakdown for Your Next Launch

Virtual Event Funnel Breakdown for Your Next Launch

Virtual Event Funnel Breakdown for Your Next Launch

Discover the essential elements of a successful virtual event funnel in this comprehensive breakdown. Whether you're planning your next launch or looking to optimize your current strategy, this guide has everything you need to succeed.
Virtual Event Funnel Breakdown for Your Next Launch

Here's what we have for you today


Sale Ads: Decoding Effective Ad Strategies

This week’s Funnel deep dive is for none other than the big dog himself, Tony Robbins.

Tony has transitioned from a live event model to a virtual event and digital-first model. 

The first UPW Virtual event had over 30,000 people join the event.

This doesn’t happen by chance, and you need an epic funnel to hit those numbers.

That was 3 years ago. Let’s look at what Tony is doing for his 2023 UPW event.

Ad Version 1 – Long Form


Ad Version 2 – Short Form


3 Elements To Inspire Your Ad Campaigns:

  • Both ads open up with a Negative > Positive, one-two punch hook. Connecting with someone’s pain will capture their attention quicker than promising them their dream outcome. However, most people don’t like to rub their audience’s face in it. The quick transition from pain to pleasure is a good way to capture attention and lead people into your ad copy.
  • The sparing use of emojis in Ad 1 draws attention to key elements of the ad without distracting from the message. Also, look at the mix of positions for the emojis. Many ads we study place all the emojis at the start or end of the lines. This can reduce the impact of the emojis. Mix your emojis up between the start, middle, and end of sentences in your ads. This will keep your audience engaged for longer.
  • Using “all caps” can be a good way to draw attention to specific words or phrases. “FATE”, “STEP UP”, “MORE”. The human brain subconsciously scans for difference. When we see something different, we focus on it. Be sparing with your use of “all caps” however, neither Facebook nor your audience are fans of shouting. Be strategic with your “all caps” words when read together try to have them combine into a stand-alone message or instruction. Most readers will subconsciously absorb this message almost instantly. Use this to good effect in your ad copy.

3 Elements We’d Test:

  • Tony has a massive budget, so I’d test spinning specific challenges into different ads and see which ones produce the most event registrations. I’d draft opening hooks for Financial, Relationship, Career, Loss, Health, Focus & Direction. When you try to solve multiple problems in your ad copy, you reduce the impact of the message. 
  • UPW is a unique event, it solves an incredibly wide range of problems. That is fine when you have the brand reputation and authority of Tony Robbins. If I didn’t know who Tony Robbins is, I would struggle to know what I will get from UPW based on the ad copy. Neither ad describes the transformation or what life will be like for people once they return from UPW. One simple way to do this is to include testimonials from previous attendees.
  • “Adversity comes in many flavors:…”. I don’t think this is the language that most people would use. I would try some variations like – “We never know what challenges lie around the corner”, “Difficult times hit us in different ways,” “We never know our next challenge,” and “No matter what challenges you face”.  

Facebook Ad Swipe Files

Boost Online Sales: Unveiling Sales Page Optimization

Section 1 – Objection Crushing


It’s customary for bonuses to be listed close to the offer stack and price reveal 75% of the way down the offer page. Screenshot 1 above is just below the hero section. This is telling me that two of the biggest objections to people joining UPW are 1) I don’t have the money, 2) I don’t have the confidence to implement what I will learn. Think about what objections you need to address to get people to read on and pay attention to what you have to offer. If you are sure of your data, you can answer them early, and by doing so you will keep them on the offer page for longer.


Section 2 – Program At A Glance


I especially love the one-line overview of each day. It tells you exactly what to expect for each day. – Create your breakthrough, Leverage the power of momentum, Create lasting transformation, and Embrace your new future. It feels like a well throughout journey. And this is exactly what it should feel like. This is for a live event. How can you do this for each module of your course or success path stage for your membership?

Section 3 – Next Level Proof + Social Proof


Ok…Ok…Not everyone can have Stanford University study and analyze participants at their events. This is a massive flex by Tony. However, stats, studies, and findings provoke interest. Find evidence that backs up your claims. Facts make your content stickier. It draws people into your content. Plus, you will get the social proof boost of including a logo and name of a well-known university or source on your sales page. Even if they have no connection with your course or membership, you will benefit from the halo effect.


Sales Page Swipe Files