If you sell:
A course
A membership
A paid newsletter
Or a coaching program
With any “live” components, you’re going to like this one.
It’s one of the highest-converting tactics we’ve tested in the past few months.
I call it the Guest Pass tactic
Here’s the context.
Inside our Premium Ghostwriting Academy, our team runs live calls and clinics every week.
The one members love most is our weekly Hot Seat Call, led by one of our co-founders.
So once a month, we hand-pick a small group of people who are on the fence about joining our coaching program - and invite them to attend one of those calls for free.
That’s the whole tactic:
Take a high value thing that usually lives behind your paywall
And let a few high-intent people experience it once
It’s very simple - but we’ve seen it work extremely well.
Why this works
3 reasons:
People love a sneak peek - an invite to something that’s normally behind a paywall feels like a gift (rather than a pitch).
It makes your value undeniable - instead of telling people how good your program is, you let them see it for themselves. Experiencing a banger coaching call is far more convincing than any sales copy you could write.
It’s loaded with social proof - a bunch of your paying members will show up to the call and organically share how much they love being part of it - and prospects can see that in real time.
Plus, you’re already running these calls anyway.
Might as well get more value out of them, right?
Now, let me show you how to actually implement this.
How to implement the Guest Pass tactic
It only takes 5 steps:
Pick the segment of hot leads you want to target (shouldn’t be everyone)
Spin up a simple opt-in page and a thank-you page that lets them add the session to their calendar after they’ve registered
Send an email to that segment inviting them to attend
Send a reminder the day before and the day of
Follow up after the session so you can nudge them to convert
One thing to be super clear about: this isn’t meant to be sent to your whole list. You only want to invite a specific segment of people who’ve already shown they’re seriously considering joining.
Want an example?
Here’s the “invite” email we used to execute this tactic most recently:
Now, ready to put this into action yourself?
The Prompt
Here’s a prompt to help you design your own Guest Pass offer and write the invite email that goes with it - in a fraction of the time.
