This is an example of real needle-in-a-haystack lead generation project for a high-ticket item. Each lead is worth $1680/year in topline revenue.
Tai Chi is commonly thought of as a martial art for seniors and practiced by very few young people. I did some consumer research and found that unlike any other martial art, people who are open to tai chi are generally fans of meditation or yoga. I used that to build context for a new way of looking at Tai Chi.
Master Gohring is very busy running a large martial arts studio and doesn’t have the time to chase down unqualified leads. I can adjust the level of pre-qualifying to customize the results to suit the capabilities of the client’s sales efforts. In this case, I used a chatbot to create a qualifying funnel. I asked a series of questions about the prospects’ experience in Tai Chi, meditation, or yoga. I then asked for a phone number rather than an email address. If the lead was willing to go through the questions and then give a phone number, that would mean that they’re excited to move forward. All Master Gohring would need to do is touch base and schedule them for their intro class.