How a workshop with a date and no funnel sold 27 seats.

Case file · Australian running coach · 2026

History

The coach wanted to sell a paid 90-minute workshop on Zoom to runners in Australia and the United States. He had an email list, an offer and a date already in the diary. The pages, the payments and the emails that would sell it did not exist yet.

Diagnosis

The missing piece was the path from reading an email to paying for a seat. It had to work in two countries and two currencies, and it had to run without anyone chasing people by hand.

Treatment

What I built in GoHighLevel:

• A five-step funnel: registration and checkout for Australia, registration and checkout for the US, and one thank-you page
• Checkout in Australian dollars and US dollars, so nobody had to do currency maths
• Automatic confirmation with the Zoom details, so no seat went unconfirmed
• A launch campaign: the announcement, then the problem, the proof and the philosophy behind the workshop
• Reminders for people who had registered, down to one hour before the room opened
• A full test of the flow before anything went live

The funnel itself was built in half a day.

Outcome

27paid seats at $47

• Delivery stayed above 99%
• Between 45% and 50% of the people who got the emails opened them
• Fewer than 1% clicked through to the page
• Every reminder sent to someone who had already registered was opened

“Great result on getting some sales and there has been some positive feedback as well.”

Follow-up

The launch was one week of a standing engagement. Around it I also built:

• A content operating system: one anchor piece a week, with the shorts, the email and the community post cut from it
• A nurture workflow that sorts new leads into hot, warm and cold paths
• A reply-triggered workflow that flags people ready to buy and hands them over
• Reactivation and audit-recovery workflows
• Video sales scripts, ad angles, a written client success story, and a ranked hit list of warm leads with the message for each one already written

See those documents →

Discussion

Between 45% and 50% opened the launch emails. Fewer than one in a hundred clicked. That gap is where the money was left.

If I ran it again I would write fewer emails and make each one ask for one thing. I would also test two versions of the first email instead of writing four different angles, because the angle that sells is the one the numbers pick, not the one I like best.