BIG 3 London events: case file

Each rerun has cost more than the one before

London is one city, and the same people have now seen three events in four weeks. Our framework's market-size rule applies here: a narrow market burns out even when the ads work. The 5 Oct team call found only 22 real Meta buyers at the first event, and nobody took the £10k Accelerator from stage. So the back end didn't recover the front-end loss either.

What has actually sold tickets (last 30 days)

The three cheapest ticket sellers are all specific images: date, price and the 3 sessions on the picture. None of them is in the 31 Oct / 1 Nov campaigns.

Two split-test pages, two events

kill Someone who buys on Variant A turns up on Saturday. Someone who buys on Variant B turns up on Sunday. Confirm the real date today and make both variants match, or stop the split test. With two days left it can't produce a result anyway.

The new campaigns

This is the same generic body we flagged on 18 Oct. Our framework calls this a curiosity click: the ad creates a question ("what event?") instead of naming a problem and an offer, so people click to find out and leave. A curious lead is a bad lead.

One promise from ad to checkout?

Our framework's first rule: trace the promise from the ad through the page and checkout. Count the method names, the audiences and the numbers. More than one of each is a kill.

Proof numbers don't match each other

When a funnel makes this many promises, the only thing carrying it is Shaqir's credibility. Mismatched numbers chip away at that credibility, and they make the earnings claims harder to defend with Meta.

Funnels.com · BIG 3 London events

Numbers

• Last 30 days: $14,740, 54 tickets, $273 per ticket, ticket revenue 0.30x spend.
• Cost per ticket went from $190 (3 Oct) to $345 (24 Oct). The 31 Oct / 1 Nov push has $484 spent and no tickets with two days left.
• The cheapest ticket sellers are specific images at $43 to $99 a ticket. None of them is running.

Root cause 1 · the offer isn't clear: which day, which price?

Two dates, two prices and a leftover third date across the split test. Ads named "Nov 01" send people to a page that may say Saturday 31 October. Fix this before anything else, because it can put buyers in an empty room on the wrong day.

Root cause 2 · the ads have no problem and no offer

Our framework's rule: without a problem, there is no sale. And intent comes from you have this problem, here's the solution, here's how it works. The live body has none of that. It also never says the date, the place, the price or how many seats are left, which are the only things that make an event urgent. The ads that did sell tickets put exactly those things on the image.

Root cause 3 · too many promises, methods and people

Six money promises, six method names and five or more audiences across one ad-to-page journey, plus proof numbers that disagree with each other. Our framework allows one of each.

Root cause 4 · the economics depend on a back end nobody is measuring

At $273 a ticket, the event only makes sense if the stage pitch converts. On 3 Oct it didn't. Nobody is reporting cash collected per event next to ad spend, so each rerun is being judged on tickets alone. Running the same city every week also burns out the audience.

Raise belief in the provider (this is a service-style sale)

The proof is real and big: 3 x Two Comma Club X, Jeremy Miner, Mike Bowness, 100+ events. Put one consistent version of it in the first lines of the ad, with one set of numbers everywhere.

The fix, in order

1. Today: confirm the real date (Sat 31 Oct or Sun 1 Nov) with Shaq. Make both page variants show that one date and one price, and delete every "24th October". Match the £47 page price to the checkout, or show £27 on both.
2. Today: load the proven images (One Day With Shaqir, What Do You Get, 3 Sessions One Day) with the new date into the live campaign. Swap the primary text for the specific version below.
3. Today: pause or recut the earnings-claim videos (Ad 5, Video 10, the "HIGH RISK" headline ad). Ad 6 sells tickets, so recut it without the "$100K to $1M" line rather than kill it.
4. Today: tighten targeting to London plus about 40 miles, age 30 and up. Nobody travels from Glasgow for a £27 day.
5. Tomorrow and the day of the event: countdown versions: "Tomorrow", then "Today, doors 9am".
6. After this event: stop the weekly London reruns. Build a per-event scoreboard (spend, tickets, show-ups, back-end sales, cash collected). Before the next event, run our test-before-build: $500 to $1,000 on a dummy page with 10 to 40 creative, first-line and headline combinations, aiming for CTR (all) 5%+ and link CTR 2.5%+. Then build the page from the winning words.

Can we pass the Plain Words Test?

Questions to settle with Shaq and Pepe (from our Question Bank)

1. Is the event Saturday 31 October or Sunday 1 November? Which price, £27 or £47?
2. How many tickets have sold for it so far, from all sources?
3. What was collected at the back of the room on 3 Oct and 24 Oct? Deposits, PIFs, workshop sales?
4. What is the room capacity, and is "first 50" real?
5. Which ONE audience do we speak to: experts and coaches, or service businesses?
6. Which set of proof numbers is correct ($40M or $45M, Brunson $100k+ or $1.3M)?
7. After this one, what is the next event, and can we test the message before booking the room?

Ads for the next 48 hours

Replace {DATE} and {PRICE} once Shaq confirms them. Rules applied: no income figures, no "you're not making enough", one method (BIG 3), one audience, one set of proof numbers, the date and price in the first line.

The 4 hooks (first lines)

Primary text (all ads)

Creative

• Re-edit the 4 proven images (One Day With Shaqir, What Do You Get, 3 Sessions One Day, Live In London) with only the date line changed. We did this for 24 Oct and all edits passed first time.
• Change "Limited to 60" to "First 50 seats" on the Tai Lopez and Live In London creatives.
• Keep TD 06 "Chasing clients every month is not a strategy". It names a problem and it sells.

Check before anything else goes live