How to Sell Yourself Online? Step by Step Business With Krista Mashore

Eric Beer, Krista Mashore

Krista Mashore 00:00
You know how, if you’re an expert in something, how you can teach people… And I used to be a teacher. I left teaching to get into real estate. I was like, Oh my gosh, I’m an expert! I could do that! So, I literally left real estate and just went full time into just starting the coaching business.

Eric Beer 00:14
I spent the last 17 years building my eight-figure performance business without using any of my own money, working with some of the most brilliant direct response marketers in the world today. Now I’m looking for entrepreneurs to join my affiliate army built on ethics, transparency, and good old hard work. Join me to change the perception of how people view the greatest business in the world, affiliate marketing, and follow along as I learn, apply, and share performance marketing strategies, working with some of the brightest people on the planet. My name is Eric Beer, and welcome to the Performance Marketer Podcast.

Welcome to Performance Marketer, Krista Mashore!

Krista Mashore 00:58
Oh, thank you so, much for having me, Eric! At 27 minutes use only five stars so that you can mark your things, you know where to go.

Eric Beer 01:05
We could talk for hours, every time I talk to you. We’re like, we start talking about 25 things. And it’s like, Oh, my God, where’s the time gone? Yeah. So, all right. Well, appreciate you coming on. You know you’ve been… We’ve… I’ve known you for what, like, almost two-plus years when I joined the Inner Circle. Yep. You were always one of the ones that I really liked. I felt like you got it. And I wanted to be around you. So, I think this is a treat for people to be able to listen to you and hear what’s going on. You’ve had some major success recently, that I’ve seen, which is really exciting. And you’re going to tell people that but why don’t you tell us a little about how you got started? How did you get into the online marketing world?

Krista Mashore 01:41
Yeah. So, I’ve been in the online marketing world for about 10 years. But that was… the last four years it has really been more on a global level. Before that, it was more on a local level for me. I’m used, I used to be, and still am a real estate agent. I have a brokerage, but I’m 100% out and I’m more of like the face of the real estate business. And my brother is my partner, he pretty much goes in and takes listings and does all the work. That makes sense. I’m just the face and the brains behind it. Um, and I started a coaching business four years ago. Actually, four years ago in November. So, it’s about four years. Yeah. And we were teaching real estate agents how to market themselves online utilizing video and social media. And now we’re launching, you know, a much brighter, broader net of teaching local professionals, you know, insurance agents, mortgage officers, financial planners, pretty much anything that has to do with real estate, but also kind of on this on the outer edge of real estate, coaches, professionals. If you’re an entrepreneur, or you’re a local professional, we can teach you how to do what we’ve done.

Eric Beer 02:48
Are these people that are already online, for your bringing people that are offline strategies on how to build their business?

Krista Mashore 02:56
Both remotely. Most people don’t have any idea how to market themselves, right? So, they get… they get their degrees and they get into their professions. And then they’re like, “OK, great! Now, what do I do now?” And they just think that this is gonna come to them. So, if you’re somebody who’s already online, we teach you how to do it on steroids. If you’re somebody who’s never been online or wants to do better, we teach you how to do that. We’ve done just… well, we actually have hit the 20 million mark, in under four years. So, we’re, yeah, we’ve just… we had our first… we’re actually $2,000 short of $2 million in gross sales for the month.

Eric Beer 03:31
Oh, awesome!

Krista Mashore 03:32
Yeah, we’ve had… we’ve had $1 million months in a row. So, it’s, you know, $1 million and over. I know. So, it’s been pretty cool, pretty cool journey!

Eric Beer 03:40
Which is wild, because you’ve done 20 million. But yet, if you look at the last month, you’re on track to now do 24 million in one year. Yeah. If you maintain what you did, yes,

Krista Mashore 03:51
the goal is definitely to maintain it, right. It’s not it’s not to do more we’re trying to kind of it’s funny, it’s like, it takes a long time to sort of like I remember, when I first joined the Inner Circle, I joined because I was in real estate. And I was I was, you know, in the top 1% had been doing it for 17 years, and I was just burned out. I mean, my best year in real estate, I sold 169 homes myself without a team, and then your accident become to get into coaching. I sold 154 homes. So, I was So, tired. Like real estate is probably one of the hardest professions. People think that they’re overpaid. They’re really not it’s like it is just a challenging, yet challenging career. So, I saw Russell, when he was talking about you know how if you have if you’re, if you’re an expert in something, how you can teach people I used to be a teacher, I left teaching to get into real estate for you know, for different reasons I won’t go into but I was like, Oh my gosh, I’m an expert. I could do that. So, I literally left my left real estate and just went full time into just starting the coaching business.

Eric Beer 04:50
That’s amazing. So, when you’re selling $2 million in a month, what are the programs look like? How do you get to 2 million? Is it $100,000 per person? have you had 20? Clients? Is it $1,000? And you’re getting tremendous amount of clients? Like what are the products look like? Just So, people can wrap their head around? Like how you’re getting to those numbers? I like to just a big math guy. Yeah. So, we

Krista Mashore 05:14
are we have a $23,000 pay in full. But the average person pays around 27,500. Because they paid payments. So, our average last year month, we did 95 new students into the program last month. And our strategy is, is we do a five day free challenge where we drive traffic to the cool thing is, is that in that that amount, we didn’t even do $100,000 In Facebook ads, you know, last month, and we did you know So, so the ROI is is pretty damn good. Now, obviously, I’ve got employees and other expenses and things like that. We’ve got about 20 employees in the Philippines, and we’ve got about 20 employees in the States. And yeah, So, that’s how we how we how we do it, and then they go from the Five Day Free Challenge into a Two Day $97 offer for a really, we’ve been getting to the point where our funnel is scaling at the words we’re making our funnel is we’re paying an ads. So, it’s kind of breaking, even if that makes sense at this point, more, or, or or half, right? So, there were times where we’d like spend 100,000, make 50. Or we’d spend 50, and we’d make 50. So, we’re kind of on the verge of you know, about 50% Sometimes, or sometimes all the way.

Eric Beer 06:24
Yeah, well, when you’re I mean, very different, like my world versus your world, in that when you’re at a high ticket coaching program. One sale at 27 grand is like the amount of clicks that you can get first that is massive, right? So, when you get four sales at 100 grand that you’re spending on you already profitable, and you get 95 sales in one month. Yeah. Massive, it’s really massive. It’s a, it’s like once you get it going and you realize that you can, can you can add value and charge and people will pay for that. Right like 27,500. For people listening may think that that sounds like a lot. But what they get from that the transformation that they have from being with you is just, it’s it’s life changing, right?

Krista Mashore 07:10
Oh, gosh, we’ve made such massive impact on people. I mean, I’m obsessed with the customer experience. You know, before we got on, we were talking about how we’ve both invested hundreds of thousands of dollars in programs and some of them are great. And there’s some of them that aren’t. And you know, I’m just like, I never want anyone to leave my program. It’s like they didn’t get value. So, we overdeliver in our programs. We… we just… I mean, there should be a zero at the end of it when people are getting we are we’re taking 20 years experience, hundreds, actually millions of dollars… Honestly, of coaching and consulting and hiring professionals to teach me all this stuff and, and we’re giving it to people like a complete, Here you go - step by step business in a box! Here’s exactly what to do, how to do it, when to do it. And it’s just like taking, you know, 15 years and dropping it into one.

Eric Beer 07:54
I love it. So, So you start off with real estate. But now when you’re saying professionals, you go work with lawyers, right? You can work with mechanics, you can work with accountants,

Krista Mashore 08:06
agent, yeah, insurance agents, doctors, tax consultants, financial advisors, you know, mortgage brokers, just pretty much anything works, we’re, we will help, you know, anybody that wants to be we’re going, we’re helping them. But we’re trying to just keep it a little bit more in the real estate sector. So, like financial advisor, real estate agent, mortgage lender, insurance agent, somebody who probate you know, things like that, just because it makes it a little bit easier when I do my events is I’m not having to use, like So, many examples. And what we’re doing is we’re trying to make the program as turnkey and as easy for each professional that we bring in. So, we’re trying to sort of work on certain industries, So, we can just really turnkey it for them instead of just doing anybody to make it a smart turnkey business. Yeah.

Eric Beer 08:51
Yeah. So, it’s interesting, because what you, what you figured out is that there’s a simple step by step process, no matter what the business is that if you follow it, that it works, right, the same

Krista Mashore 09:02
exact process that I teach my students that I did, to launch my coaching business, and you know, I mean, it’s exact same strategy. So, I mean, imagine what we’ve done from zero people, knowing the online to do you know, over 20 million in under four years is pretty crazy, right?

Eric Beer 09:17
And I love I mean, the content that you put out is just So, amazing. You’re like, no fear, you just, you put yourself out there, you are as authentic as it gets. But whenever you’re online, that’s you. There’s no like cameras on that one way and then you turn it off and use somebody else like that. Again, you’re right. And that’s, that’s a beautiful thing. That’s, you know, because when you’re putting yourself out there, you’re vulnerable, you know, and it’s tough sometimes, but on the flip side, get there. It’s real, you know,

Krista Mashore 09:46
that’s one thing I hear a lot people appreciate the fact that I’m basically you’re just So, normal and you’re So, you know, vulnerable and you’re So, authentic. I hear that all the time and I am like there’s, I probably should be a little less authentic sometimes.

Eric Beer 10:00
No, it’s good. It’s really good. So, can you can you share with us like a high level framework on what that looks like for these professionals So, people can get some gold out of this?

Krista Mashore 10:12
Yeah, So, we teach people how to create video content, there’s, I know most people are afraid of creating video content, they’d rather eat dog food than have to record a video and I was the same way I still am. Sometimes, it’s definitely something that anybody can learn whether they are, you know, have an accent, or they’re uncomfortable how they look, or whether they’re new in their industry, perception is reality. So, you can when you create video content, and you properly distributed, which is a really, really big deal, right? Because So, many people will, will create content, nobody ever sees it. In order to get organic posts to go viral, less than less than 2%. It’s like zero to 2% of posts go viral. And there’s over a billion hours of content posted on YouTube every single day. And people are on Facebook like crazy. So, when you when you take content and video and you take that and you put it in front of your prospective client, Avatar, your community or your whether it be local or online, let them get to know you, before you’re asking them to do a specific call to action. That’s the whole secret sauce. And So, many people are doing the opposite. They’re like download my lead magnet, go to my seminar, you know, give me your information. But they forget to, to kind of, I would say date their audience or flirt with their audience or, you know, it’s like, if you want to get married, or you see somebody that you think super hot, you don’t just say let’s go screw, right, like you don’t you do, sometimes you might want to, but what you do is you you, you date them, and you stalk them on Facebook, and then you start calling them and you’re texting you email, me FaceTime, and then you go to breakfast and lunch and dinner, and then you kiss and then you get engaged, you get married, and then you jump in bed. So, jumping into bed way too soon with their online community. And So, we teach people how to, you know, produce content that actually people want to watch, and how to dominate their industry in their profession, put their content in front of people So, that it’s an that’s there, they cannot be forgotten, and that everyone in their area and industry knows who they are. So, that when they people are ready to utilize their services that they already know who they are. If people don’t know about your product and service until they’re ready to take action, you’re already too late. They have to know about you beforehand.

Eric Beer 12:17
Totally. So, when you’re putting up the content, is there. Is there at any point in time. You’re trying to get them to take some sort of action, like a free something, you know, give them away some value. Are you doing lead magnets? Are you giving away things? Are you just pushing stuff out and just being in front of their face.

Krista Mashore 12:36
So like, for example, we are launching and this is it doesn’t need to be this long, we just aren’t ready yet. So, we’re starting right now to get our free content in front of people, our next audience, right local professionals and entrepreneurs. And so, and this is just like being prolific adding value, you know, helping people. So, we’re not launching until April. So, that’s like five months of me putting content out there. So, good might think like, oh my gosh, like, that’s just, you’re wasting your money and blah, blah, blah, you’re not because what happens is, is that now when I when I start to want to convert, people are much more likely to want to say yes, because they feel like they know me, and I’ve already added So, much value. So, when I create a lead magnet later on, they’re gonna be like, yes, I want. She’s given all this stuff, ROI for me for free. Let me download. So, let’s put it on a shorter spectrum, do I at least try to market to your audience around 30 days before you ask them to do anything. So, the goal is to get them to take one more small action each time. So, I create a video and they get to know me and I’m targeting people and retargeting people just more content, and then even to this to this cold audience. So, now this audience is warm. Now then, now I can say hey, would you like to download this free guide or join this free group without having to give me an information in any of their contact information? So, now they’re clicking right, that’s step two. And then I’m saying OK, now you’ve watched a few videos of me, now you’ve clicked or you even haven’t, OK, but you’ve at least watched a couple of videos, I’m targeting people, the specific information of what they originally were interested in. And now I’m saying, Hey, can you give me your contact information, I’m going to give you even higher value, but it needs to be in exchange for your information, obviously, a lead magnet, I don’t start there. That’s like the third or fourth interaction

Eric Beer 14:09
got it? So, So are you building audiences based off of the behaviors that they’re taking online? So, if somebody if you put out a video and then they they click the Download a guy, you don’t even ask for their information. Now, you know, that person clicked and is interested in that guy, they download it now that person falls into a different segment. That then is retargeted to in a different way than the rest of the audience. Yes. Like the cold audience, right? Yeah. And then you’re getting them to that next level. So, you didn’t get their information. So, they didn’t give you anything. So, they think but you still have them cookie and you have this audience where now you can now retarget to them, knowing that they click Get them now to take that next step. They’re likely interested because of the value that you already gave them, right? Yeah.

Krista Mashore 14:53
And then even even with watching like 50% or more of my video, if you’re watching 50% or more of my video, you’re going into a real targeting audience where I’m going to have you watch more videos, right? So, even that even just watching is just it’s not it’s not quite as valuable as when they clicked, but it means a lot. So, they’re going into these audiences. But then again, understand that, now that they’re in my funnel in my group and I own, I own their contact information, I’m still always utilizing this philosophy. I’m still putting video content out to even my warm list in my hotlist. Because I want to continue to develop that relationship continue to nurture, continue to be top of mind. So, it’s not like every single time I’m asking for something, right? There’s still my content. Yeah, I

Eric Beer 15:35
think that’s important. A lot of people, they get So, intimidated when they hear that because it’s like, it’s all the tech mumbo jumbo of bad like, how do you do that? It’s really, it’s really not like, I’m not So, techie. I don’t think you’re that techie. And no, it’s, it’s pretty, it’s pretty simple. If people are freaking out listening to that, really, there’s just you put an ad out into the marketplace, or you put some content out, and then you’re able to track impressions, able to track clicks, right. And then you create those audiences. And any anybody that knows how to buy ads on Facebook knows how to do that.

Krista Mashore 16:08
And it’s not hard to learn, like, we just taught ourselves how to run Facebook, way back when and we ran our own ads for gosh, two and a half years, until finally we were like, We’re just getting too big now. And we need to like, you know, it’s just too much. It’s a full time job. We’re just gonna hire a company to do it that does it all day long. But for the first you know, two and a half years, we did it. We did it all ourselves. We it works. It’s not hard thing. It’s just different. So, don’t think hard.

Eric Beer 16:33
And it makes sense. Like what you’re doing is very similar to like when there’s a movie coming out and they have the trailers that are that are playing prior to the the movie coming out, then they do this roadshow being on, you know, David Letterman and Jay Leno and Jimmy Fallon. I’m dating myself. Yeah.

Krista Mashore 16:51
You’re saying I don’t I need to start using that analogy, I think. Yeah. To meet with me before. It’s So, true. It’s exactly what what’s happened.t

Eric Beer 16:58
I mean, yeah. And you roadshow getting in front of people just kind of like teasing them on some things that are gonna be coming out. And then once they’re warm, they’re like, excited, and you’re getting a palm. Right? That’s exactly what you’re doing. I mean, that’s, you’re like an actress, you know, a famous actress pushing a movie. Yeah. So

Krista Mashore 17:16
So and it’s like, it’s funny, it works So, well in your area. So, like, think about this, and it works really well locally. So, if you’re listening to this, I want you to think about when, when I say real estate agent, or I say mortgage lender, or I say divorce attorney, or I say insurance agent, or I say financial advisor - is there somebody that automatically comes to mind? 95% of people are gonna say, No, OK? No. Sometimes they might think of a realtor, but because the realtor does a lot of business in their area. Right? It’s not because they do a lot of… or in their neighborhood. Not because they just are known. So, if you can say Yes to that, and that means that there’s an opportunity out there, right? And even if you can’t say Yes, if there’s just one you think of, there’s an opportunity out there. Ask yourself this question. When people think about you, your product or service, do… do you come to mind? And if you don’t, then you are doing it wrong, right? Like, if they don’t think about you, I can say, anytime anybody thinks about real estate in my local community, right? And the multiple cities around me… I can pretty much guarantee, if you asked a hundred people, Do you know who Krista Mashore is? Ninety of them would say, Absolutely, yes! And they’d say, What’s her best trait? She’s a master marketer, they’d tell you, right? Yeah, as well as a great real estate agent. That’s what you have to be able to say Yes to when you’re asking yourself, Do people know me? And if they don’t, then there’s a lot of potential for you.

Eric Beer 18:38
So when you’re creating content, are you helping the people with what content to put out? I know, people freak out. They’re like, what should I do? Well, I talked about and like, yeah, like, helping them with step by step process, because I So, it’s So, intimidating. I mean, I even for me, when I first put myself online, I was like, Oh, my God, really, I’m gonna start doing that and putting in front of people I know. And, you know, it just, it’s like, what, you know, it’s funny, I started off when I did content, I first was doing it on new channels for business, and not doing it on my personal channel. I was using social media for just fun and personal. And one time I was using one of those like, I think it was like yard house or somewhere like it connects on to all different platforms. And I accidentally went live on my Facebook profile. And the responses that I got from Matt was like, 10 acts of any other platform that I created. And I was like, Oh, my god, wow. Like, I didn’t realize, but the reason is because people knew me. They already knew who I was and what I was about, right. The other ones I’m trying to build a relationship with, and they’re newer, but they didn’t know anything about me. So, when the engagement was at, it was OK. It was It wasn’t great, you know, and I’m still like in this world, but the cool thing was, when I first start putting content out, no one was looking Me, So, it didn’t matter what I said. So, I was able to screw up, I always tell people that like when you’re going to go online and just create content, like you’re not going in front of a million people, like, if you get 10 people to watch your content day one, then you know you did a good job. Yeah, you’re gonna screw up, it’s gonna take a little bit of time for you to grow. You can look at like, your audience and what you’re doing and expect somebody to be doing that day one, right? Because I think that there’s they’re scared. I think people are really scared to do that. But you know, even the part that you’re bringing, which is really valuable is the ability to create targeted audiences that I don’t think people understand. It’s not just the content, the content is the carrot to get no who’s interested in what

Krista Mashore 20:41
If you’re not paying money to put ads… and putting ads has been behind creating your content, no one is seeing it, don’t waste your time. Don’t worry about my personal page, my business page. It’s on your Ads Manager. You’re running ads, and you’re targeting people and you’re retargeting people, and you’re creating Lookalike audiences and you’re… You know, none of that’s hard. It sounds hard, but it’s not hard. If you’re worried about creating content, unless you’re willing to learn how to create it and actually get it to be seen and to get visibility, don’t waste your time or money.

Eric Beer 21:11
Sure. So, is there one platform that you’d recommend? You start on one platform, or…?

Krista Mashore 21:16
I think Facebook, for most people is the best platform. Unless you’re a little bit younger, on the younger tendency, you know, between 18 and, and 30. It’s a little bit more Instagram driven. But Facebook is like 99% of my business. We just, literally, just started marketing on YouTube a month ago. So, all of the money that we’ve generated has come… and we have people of all different ages… has come from Facebook. So, it’s been wonderful for us. And yes, it’s getting harder. Yes, there’re those problems. But, any type of platform that you use is going to have problems. The whole goal is to take people off the platforms into owner list, so, that you can own the traffic. So, that’s your goal, ultimately. So, when, as these platforms do… And in fact, our email list… When we first started doing our 2 Day Event, the first month we did $1.4 million. Our first month doing it and it was, it was like all from our list, because our Facebook ads were just… like Facebook was actually at my ad account what wasn’t like letting me approve anything. So, for the first like, 2-3 months, it was like 90% straight from our list, right? And then our list got kind of worn out. And so, we realized just how important list building is. To drive traffic to the 2 Day Event is around $250, right? And it was as high as at times $500 or $600. And… but to get somebody in… on my list is so much more affordable. We can do like a $4 book lead or a $6 book lead. You know, even less sometimes for free stuff. Now, I’m at… but that list is so strong in converting, especially when you segment it, you know, like oversaturate emailing about whatever you’re trying to fill it.

Eric Beer 22:57
Totally. I mean, that’s, that’s what I do. Right? That’s my whole world isn’t yours? Yeah. I mean, that’s, that’s it. That’s why we’re building the platform, the Survey platform. I mean, it’s all about leads. But So, what you just said was really interesting, right? Like, you have this big list, and you’re hitting this list in the beginning, but you got stale, right. That’s why you have to have this engine of leads continuously coming in. If you continue to buy leads that are coming in, then you get them off the Facebook’s and the YouTube So, you’re not tied to them. And then you keep that same back end process. And it’s, it’s a beautiful thing. That’s why it’s like I always say like, my world is like there always be something someone will always want to buy leads if there’s a business out there, because that’s the that’s the gas that drives the car. Yes, that was really cool. When you’re coaching people, when they’re coming in for this, are you teaching them? How to sell their product or service? Are you showing them how to build an info product business and a coaching business?

Krista Mashore 23:53
No, I teach them how to sell themselves basically. So, I’m not teaching people how to become coaches. I’m teaching them how to gain exposure So, that people want to buy their services, right? And whatever that search is, is that service a real estate agent? Is it a lender? Is it a mortgage officer? Is it a financial advisor, like I’m, I’m coaching them to gain exposure in to their client avatar that they’re going after? And a lot of what I teach I mean big time is mindset. Like I’m a super huge heavy mindset person. So, I I you know, inspire people I always tell them my God given ability was to inspire motivate people like God put me here on this earth to get people to believe in themselves and believe that they can do anything and everything they put their mind to. That’s my God given talent. And that’s what I help people to do. Because So, much of what I teach you not So, much but you can learn anything online, anything can be Googled, but people need the support and the systems and you know, the the belief and sometimes they have to take the belief for me for a while until they finally believe in themselves. Because it’s it is hard. It’s hard building a business. It’s hard, putting yourself out there, right So, we teach them how to to believe in themselves and to have a really super strong mindset and belief in what they’re doing, and how to have a complete competitive, a unique value proposition that makes them stand out from from their competitors.

Eric Beer 25:12
Totally, totally believe in yourself and prepare to fail. Yes. Right. That’s the best part about it. The failure is a good thing. Don’t Don’t be afraid to fail. You’re when you’re

Krista Mashore 25:23
fail, though, you’re really not failing. You’re just learning what didn’t work. Right. And So, it’s like, it’s just a part of the process, you know?

Eric Beer 25:29
Exactly. And hopefully, you can learn from you So, you don’t have to fail. Right? pumps that you already had, and go seats. You wrote a bunch of books. That’s impressive.

Krista Mashore 25:39
Yes, we’ve written four best selling books. The latest one is the digital marketing playbook. And this was what I had the seats at Funnel Hacking live wrestle, let me put this in the seats, which was awesome. So, I got to put that on the seats at FHL. And, um, yeah, So, it’s been really, really great.

Eric Beer 25:57
And is it hard to write a book? It does take a long time? Yeah. So, busy. It seems like

Krista Mashore 26:02
a long time, my husband at first. He’s like, why are you up at three in the morning? He’s like, here’s me on the typewriter, you know? Like, oh, God, you’re reading another book. And I just tell him I was I think I’m writing a book. And he’s like, No, it’s a lot more, there’s a lot more sleepless nights when you’re writing it writing a book, but amazing, but you know, what the book has been one of the second best lead magnet into my coaching program, because people read the book, and it’s So, much value and So, much help. And they realize, like, I need help doing this. So, yes, it’s a lot of time. But if you take the amount of time, it’s taken me in the money I’ve made from it, what really wasn’t a lot of time,

Eric Beer 26:37
what was what’s the number one thing,

Krista Mashore 26:39
my 2 Day Event, two day

Eric Beer 26:41
event, tell us about that,

Krista Mashore 26:43
I have a 2 Day Event. So, the strategy is, I get people into a Five Day Challenge that’s an hour long a day, it’s free, OK? Those leads typically range around, they used to be around $12. With Facebook, everything’s happening there on $24. A lead, OK. The good thing about that, as the lead cost is low, the bad thing about it is because it’s free, about 25% of people show up to the actual challenge. Now, industry standard for a challenge is between 10 and 25%, show up we are on the high. And because of all of the follow up that we do in the marketing that we do and what we do to get them to show up right, out of the ones that show up. Typically, we find that at the end of the five days, there is around 60% of the people that that and that’s on a higher time, right 60% Of the people that joined will stay. And it’s because it’s free. It’s also because most people are not willing to do what it takes to actually, you know, go to the end on day four. And, and the challenges is set up to help them have small tiny wins. And success is also there to help overcome their limiting beliefs and also there to help them get to know me, So, they realize that, Hey, she’s a real person, I like her. And, you know, maybe I want to work with her. So, on the fourth day, we offer them to a $97 two day live virtual event, OK. And on that live virtual event, it is teaching them best practices in business, tons of working on their mindset and tons of getting them to believe. And from that we typically close around 24 to 29% of the people that show up that we end up closing into our 23 27,000 our programs.

Eric Beer 28:23
So is this the five days and then it’s just a six is the eval,

Krista Mashore 28:28
it’s So, it’s a two week cycle. So, every two weeks, I have a 5 Day Event. And then two weeks after that I have the 2 Day Event. So, every two weeks, So, it’s once a month each.

Eric Beer 28:37
So the five day free challenge is there for five day free challenges before the 2 Day Event.

Krista Mashore 28:42
No, it’s just the Five Day Challenge is just once a month. So, it starts on the Monday ends on a friday. I do that once a month that rolls into two weeks later, the 2 Day Event two weeks later from that is the is the Five Day Challenge. And that’s how it is.

Eric Beer 28:54
And your personally they’re doing the one hour per day.

Krista Mashore 28:58
Yep, it’s an it’s a we tried to do it, um, virtual and like, you know, it just didn’t have the, it just wasn’t the same. It didn’t have the conversions. And so, you know, I know, I’d be great to be able to, you know, make it evergreen make it evergreen, we record it. Yeah, people can tell and they know and it’s like people just want interaction they live when you say their name they live when you talk directly to them and and there’s especially now with everything we have going on in the world and and what’s happening, you know, people they just want to be a part of something and not just feel like they’re just you know, watching it.

Eric Beer 29:31
I think a huge mistake that a lot of people make is they record it one time then they just push it out. And then they just they don’t understand why it’s not converting when you as you’re doing this you’re learning from the people that you’re working on. gets better and better and better. So, like if you wanted to do it where you credit evergreen, you really got to do it for at least six months a year two years to just perfect like the perfect perfect that time that you just close everybody, and then maybe then you can do it, you know, what you’re

Krista Mashore 30:05
saying is So, true. So, after So, first of all, I studied like sales and filling techniques for the past three years, right? And in the past 12 months, all of our focus as 100% men on this process, the 5 Day Event that today, I mean, literally, that’s the only thing that we do. OK, we do every time we have an event, we write down all the questions people ask and what the objections are, and then that those get put into the next event. So, we have changed the event recordings every single time. And, um, last month was definitely, I mean, we went from one point for the month before, to just, you know, like I said, $2,000, under two millions, we had a $600,000 increase in one month, based upon this tweaks that we made, you know, now there’s been months, we lost $4,000 less, because we made a tweak. So, I always try to change one thing. So, for example, one time, we were like, OK, put down $2,000, and you’re going to get to you know, and it’s like your it’s your spot to go in, and we lost a lot of money by doing that, right, we have found that the best way, the number one best way to get people to convert is to be able to allow them to get on the phones and talk with somebody. Now this does create another problem. Now they have to now I have to have a sales team, right. And I don’t have a huge sales team, because 99% of my sales literally come from the 2 Day Event sales team hasn’t, we haven’t prevented them being you know, as good as closers the rest of the time. So, they’re literally like three days after the event just on the phones from five in the morning until like eight o’clock at night. So, that’s, that’s hard on people, right? Their bonus, and they’re incentivized. So, they do it. And it’s not difficult. But we have we have found we’ve tried different ways of doing things, the very best call to action for us. And again, we’ve done this now 11 times, because we had two events in January of this year, has been your book a call, we tell them the price, we have one call to action, which is book a call, right? We answer as many questions as possible throughout the after we do the training. And that’s just been the best. And even like one of my mentors who’s a master closer, like he’s literally a master closer, you know, I’m talking about Russell Russell told me, he tried to help me at the last fat event. And he’s like, you know, do the, you know, the 23k. Um, you know, just make the offer. Now, I know, when I did that we had, I want to say this wrong, but I think we had $367,000 were the people that just just paid without talking to anyone, OK? Which is crazy, right to just spend, that’s a huge amount, which is actually pretty darn good record. But if we didn’t have as good of a month, like we lost, you know, a significant amount of money. Like if you compare to this one than that, right, we about a difference. So, it was great that we got you know, that money, just to go straight to a call and look and pull up their credit card. But the amount of money that we lose by not letting them get on the phone hurts. Now another thing you got to think about when you have this kind of thing is that when somebody goes to an event, whether it virtual or alive, getting them to take action, sooner is always better, the longer that they leave. So, like for example, conversions are super high, Tuesday, super high Wednesday, high on Thursday, and we start to see more cancellations and lower conversion conversions. Just come Friday. So, from Tuesday, when they can call right and Wednesday, and Thursday, it’s like all of a sudden you start to notice OK, people are canceling people are harder to convert because it they their belief system and the excitement has gone. So, that’s a harder things by it. Yeah, I’d love to be able to figure out you know, how to,

Eric Beer 33:34
how do you run your 2 Day Events Sunday and Monday. So, that Tuesday starts to sales. We do Monday, Tuesday, Monday, Tuesday. So, Tuesday is when you start to get them go and see the people that are going to take action right away. The people that are going to ask a shitload of questions and there’s going to ask for the proof, then you’re going to put the urgency, right and say, OK, it’s ending, if you don’t take it by XYZ, you lose it. And then the FOMO people come in and buy it.

Krista Mashore 34:00
Yeah. And then the longer like sale, it’s already been that we started this in January, it was our first time we did it ever actually, I’d never done like never had in life before that. And now we’re having you know, conversions from January, February March. Because some people just they just, they just need more time they go to they show up to the event like three times. And finally they’re ready to do it. Right. So, now we’re starting to see more conversions that happen from you know, past past people that show up.

Eric Beer 34:26
Yeah, I was gonna ask you that. I would imagine like as they’re coming, if not already, they can come back next month and the next month and yeah, we’ve seen sales as that’s Yeah, totally. That makes that makes a lot of sense. That’s really cool. And these people are doing a year coaching program at that point.

Krista Mashore 34:42
Yeah, that’s your long coaching program. And then after that, they can stay and they can go in with continuity with us and our, our Fallout rate is just very, very, very, very low. Like we just offer So, much value. We keep updating it and giving them more stuff like people just don’t want to leave and they love the community because the community is So, dang helpful. I mean, I’ve never seen anything like it with this community, they are all about helping one another. So, they don’t want to leave because of that, you know, so

Eric Beer 35:09
powerful community is So, powerful. So, what happens you create like a Facebook group for them you how does it work?

Krista Mashore 35:16
We have a Facebook group that they can access. Part of the reasons why my program is So, successful why people have such success is that we have daily accountability calls, they can jump on, there’s like a like, I think 12 different time slots. They also have a personal accountability coach, they have daily dropping office hours, or at least two per day if not three, where they can drop in and for an hour and ask a question get help when they’re stuck. They have live coaching with me twice per week for one hour. We’ve just done anything and everything that we can to, to we make it like completely step by step. We don’t put like week one week two, it’s like step by step and some people take two extreme things some people take one we’re relentless about mindset we have zero asshole policy. So, the culture is like, you’re in a all your out like and I and like we literally are meaning we don’t we don’t take any BS. We teach them how to be resourceful, not complainer’s. So, you know, I would say about in our group, we like 85% of people are just like, just So, great. For sure. We have a couple stragglers that tend to be negative anyways, but very, very rare. Yeah.

Eric Beer 36:22
Yeah, that’s cool. And I like that you, instead of you having to do it, where everybody works at the same pace. It’s everybody has different lifestyles. So, yeah, the fact that you have it by step one, step two, some people might take a month, some people might take a week, right? And the fact that you have it set up that they can do it at any time what there’s like pre-recorded videos, how does that work?

Krista Mashore 36:44
Yeah. So, we have, like they go, they go into module training on Kajabi. And they just… we teach them step by step how to do things. They also get a virtual, if it’s allowable in one in-person event, a year, they love the in-person events, because they, you know, it’s the, it just gets them all excited. Again, it gets them to collaborate, we’re collaborating, we just had our first live one and a year and a half to two weeks ago. And that was really, really great. I don’t sell anything at all. I just, it’s just pure, pure value and to help them get, you know, to really get motivated, inspired, and to keep them you know, the camaraderie up between them.

Eric Beer 37:21
Does Russel know you don’t sell anything?

Krista Mashore 37:23
No, no, no, I know you’re coming to tell me something that I know.

Eric Beer 37:27
Yeah, that’s great, though. That’s awesome. I mean, you’re amazing. That’s so, cool. So, I mean, I don’t know there’s so much gold to use. Drop that. I’m like, I have notes here. Just like Holy cow! My brain is like on fire. You’re, you’re so, awesome. So, where can people go to find you? And start if they want to go to the Five Day Free Challenge. You can give me the link and I’ll put the link.

Krista Mashore 37:49
Yeah, I don’t know. I have one.

Eric Beer 37:52
Yeah, there’s one link. It’s whoever’s listening here, we’ll put it below there’ll be a link to go to Krista’s thing. Yeah.

Krista Mashore 38:00
Krista Mashore. Anytime I have the challenge and all that stuff, we have the links everywhere. And there’s the free link and then also gives you a link to my audio copy of my digital copy of my book The Ultimate Lead Gen Playbook. So, I’ll have my team get that to you too, So, that people can listen or download if they want.

Eric Beer 38:16
That’s perfect. Oh, you’re rocking? So, you’re giving somebody a book? And a free challenge. Oh my god, I think I’m gonna do it.

Krista Mashore 38:24
That’d be awesome. You should study me. Everyone else’s frickin funnel hacking me. I’m getting hacked like crazy from? I’m like, that is my exact copy and funnel. You should it’s not. It’s hacking, not stealing. No.

Eric Beer 38:35
Yeah, you’re model, you’re model, you don’t know. Yes. Right. Totally. Well, unfortunately, you’re always gonna run into that. But that means that you’re doing something right. And, you know, there’s always gonna be people out there, they’re gonna follow you and you don’t pay attention to those people. Just keep doing what you’re doing. You’re, you really just make an impact and you kill on it. So, God bless you.

Krista Mashore 38:58
I appreciate you. And thanks for having me so much. Yeah, I think you’re adorable. And I can’t wait to see you next week.

Eric Beer 39:04
Yes, sounds good. Well, thanks for coming on. Appreciate it!

Krista Mashore 39:06
Bye, everybody.

Eric Beer 39:09
Byeeee!

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