High-Ticket Call Funnel: $252k/mo (2.9 ROAS)

How this 100% Compliant, High-Ticket Info Product Webinar / Call Funnel delivers 2.9 ROAS (This is just one of their many funnels)

See the guy in the red sweatshirt here? 

That’s Jonathan Courtney

He’s holding up a Clickfunnels “2 Comma Club” award, for one of his high-ticket info product funnels that generated over 7 figures in revenue. 

(Again, this is just one of his funnels - he’s got a bunch of them for his business)

Now here’s the thing…

Jonathan isn’t your typical “Funnel Hacker” info product opportunist.

He’s actually originally a design consultant & Co-founder/CEO of AJ&Smart, an independent product design & strategy studio based in Berlin, Germany. 

From the start, AJ&Smart worked with a variety of major corporations, helping them create better user experiences and product strategies.

Jonathan and his team traveled the world, conducting workshops and offering hands-on guidance to some of the biggest names in tech, including Google, Twitter, and Lego.

But then 2020 hit:

No more travel. No more in-person consulting.

And for AJ & Smart? 

This meant no more revenue.

Jonathan was desperate to sell something  - one way or another.

At first, Jonathan resisted building out a funnel.

He thought it was too "salesy" and not suitable for the types of corporate clients he wanted to attract. 

But after being introduced to ClickFunnels, Jonathan and his team gave it a try…

They put together a basic info product sharing some of their facilitation principles, built a simple funnel brick-by-brick, outlined a basic webinar…

…And launched it to their email list.

The results?

In just two days running their new info product funnel, AJ&Smart generated $25,000 in sales. 

Even better? 

The profit margins:

While consulting projects were big-ticket, expenses were high: AJ&Smart saw a 12% profit margin in a typical consulting project.

But for their new info product… They saw a 75% profit margin.

It’s no surprise that this early success not only allowed AJ&Smart to successfully weather the storm of the pandemic.

…But also made funnel-based sales strategies the core of their business’ client acquisition strategy moving forward.

(Surprise side benefit: Even large corporations like P&G started coming to AJ&Smart through their funnels, showing that funnels were not repellant to big enterprise clients.)

Fast forward to today, and AJ&Smart is generating millions in revenue per year just through their info product funnels… 

…Feeding immediate revenue and lucrative back-end consulting projects.

Today let’s look at one funnel specifically so that you can apply Jonathan & team’s hard-earned knowledge to your own funnels…

Let’s dive in…

The Numbers

Today we’re going to look at one of AJ&Smart’s funnels (they have a few)

We’re going to look at their webinar / call funnel for their Workshopper Master product.

Jonathan walked through the funnel’s stats on this episode of the Startup Ideas Podcast (highly recommended!), and here are the numbers:

  • Ad Spend (June):

    • Facebook ads: $80,000

    • Google and YouTube ads: $6,000

    • Total Ad Spend: $86,000

  • Total Revenue (June): $252,000

  • Return on Ad Spend (ROAS): 2.9

  • Call Bookings:

    • 339 calls booked

    • 273 calls attended (turn-up rate)

  • Units Sold: 65 units of the Workshopper Master program ($7500)

The Offer

Here’s what this offer is all about:

This product essentially gives students a new, highly lucrative skill (workshopping / facilitation), and shows them how to monetize it / build a business around it.

Yes indeed this is a “Biz Opp”/MMO product in the strict sense. At its core, what it promises isn’t much different from the MMO Info Product we covered in this Funnel of the Week episode, for instance.

Important note: Pre-Call Public Price Positioning

When you go to the public page for this offer, notice how the price is positioned: at $9400

(This pricing positioning will come into play on the sales call, stay tuned…)

Some more details:

  • Core of the course: 10+ hours of video training + a community

  • Price is positioned at $9400 (remember this)

  • Can only purchase via an application call

Now that we have some idea of the back-end monetization in place for this funnel, let’s jump all the way to the beginning of the funnel and see how AJ&Smart attracts prospects into the funnel…

The Ads

Go to AJ&Smart’s Meta Ads Library and you’ll see a couple type of ads:

  1. Broad top of funnel ads that introduce the “new mechanism” of becoming a Facilitator:

And… 

2) More opportunity-aware ads speaking directly to people already familiar with the opportunity of becoming a Facilitator:

Spend has been much smaller on YouTube, but the creatives are excellent no doubt with some media buying tweaks they could scale on this platform as well:

So, where do all these ads take the prospect?

The Landing Page

All these ads point at this landing page:

Notice:

  • the promise (become a high-paid facilitator in <90 days & earn 6 figures)

  • the curiosity elements (“5 things you can do” , “5-1-6 Method)

And crucially for any offer promising to give you a new way to make money…

Credibility is huge throughout

This is no fly-by-night “guru” with a leased Lambo.

AJ&Smart clearly delivers quality.

Intrigued?

Let’s see what happens in the next step…

The Optin

Here’s what happens when you click that “Watch the Free Training!” button…

First, you see this popup:

Free bonuses like this can help increase optin % and also show-up rate to the free training webinar.

The Post-Optin

After you put in your contact info, you’re taken to a page like this with the 1hr+ webinar:

Notice the exit pop when you try to leave before finishing the webinar:

This exit pop is full of specific, time-stamped benefits to pique your curiosity and get you to stick around and watch!

Here’s what’s on tap for the webinar itself…

The Webinar

Jonathan is a huge fan of Russel Brunson’s approach, and it’s no surprise that he uses Brunson’s Perfect Webinar framework here:

1. The Introduction (The Big Domino)

Hook

Jonathan effectively captures attention by:

  • Introducing himself as CEO of A.J. and Smart and Facilitarer.com

  • Creating curiosity by mentioning this training's impact on 130,000+ people

  • Establishing immediate relatability by sharing his frustration with "collaboration chaos"

Credibility

Strong credibility building through:

  • Work with major brands (eBay, Twitter, New York Times, UN World Food Program)

  • YouTube channel with 200,000 subscribers

  • Successful book (Workshopper Playbook - 140,000 readers)

  • Co-hosting top-rated podcast

  • Partnership with Jake Knapp (Sprint book author)

The Big Domino

The core belief presented: If you master facilitation using the 5-1-6 method, you can become a top 1% facilitator making six figures, regardless of your background or industry.

2. The Content (The Three Secrets)

Secret #1: "Does this work?"

Addresses whether facilitation is viable through:

  • Personal story of transformation from frustrated designer to successful facilitator

  • Case study of Lufthansa project success

  • Examples of high-profile clients and projects

  • Demonstration of global demand for facilitation

Secret #2: "Can I do this?"

Addresses internal beliefs through:

  • Breaking down facilitation into learnable principles

  • Explaining the "guide not hero" concept

  • Showing how anyone can master 10 core exercises

  • Demonstrating that subject matter expertise isn't required

Secret #3: "Will this work for me?"

Addresses external obstacles through:

  • Showing how it works for both internal and external facilitators

  • Addressing time constraints ("don't need five days")

  • Demonstrating flexibility across industries

  • Explaining how to get clients through sales funnels

3. The Close

The Offer / Value Stack

  • Workshopper Master program includes:

    • 10+ hours of video training

    • Four live monthly coaching calls

    • Private community access

    • Templates and resources

    • Certification

CTA / Next Step

Here is one of many things this webinar does exceptionally well…

After explaining the urgency (Limited to 20 people per month / Calendar availability for coaching calls is only open now / Coaching calls "book up fast")...

…Jonathan frames the next step as a "Career Coaching Call," not a sales call, with several strategic elements:

  • Value-First: It offers 45 minutes of career coaching, valuable regardless of program enrollment.

  • Exclusivity/Scarcity: Limited availability, only way to enroll, and booking is emphasized as urgent.

  • Non-Pushy: Reassurances that it’s not a sales or pushy call, with no obligation to buy.

  • Expert-Led: Conducted by industry experts with real-world experience.

  • Clear Expectations: 45-minute duration, simple booking, no prep required.

  • Purpose: To understand career goals, answer questions, and assess fit for the program.

  • Respect for Time: Encourages commitment to show up and highlights the personal nature of the call.

The strategy removes risk, creates urgency, promises value, and positions the call as selective and non-salesy, appealing to serious candidates while filtering out casual potential tire-kickers.

Pricing

Remember, the public positioning for the program is $9400:

But as Jonathan revealed on the podcast, the price on the Coaching Call is just $7500 (that’s a 20% savings)…

…So when the prospect hears this discount?

They have an even stronger, more clear reason to take action on the call, instead of waiting.

The Followup

Once the CTA is revealed on the Webinar, you’ll see this button pop up:

And from there, you’ll be led through:

  • A quiz funnel

  • Scheduling page

  • And email / SMS followups sequence

Want to see each of these steps (and the email followup)?

This entire funnel (plus a breakdown video) is all inside this week’s episode inside the Funnel of the Week Members Area:

Go here to see the full funnel, all the followup we got, and the breakdown episode inside the Funnel of the Week Members Area.

Check it out!

And have a great week.

The Funnel of the Week Team

PS - in case you’re wondering, what Funnel of the Week is all about…

More on What’s Inside Funnel of the Week Members Area

Funnel of the Week has been live just one month now, and if you haven’t logged in for a bit, here’s what you’ve been missing:

We continue to stack full funnel breakdowns each and every week inside the Members Area:

We’ve got: 

  • ecomm funnels

  • VSL funnels

  • Info Products funnels

  • (and more)

…And we add a new funnel breakdown & swipes each week.

So if you have a funnel you want us to break down?

(Including all the landing pages, order bumps, upsells, downsells, email/sms followup & more…)

Just let us know and we’ll add it to our Funnel of the Week “next up” list. 

We’ll go through the funnel, document all the funnel steps, email/sms followups, etc. as we become a real customer (we don’t ask for refunds), and document the whole process so you have it at your fingertips.

If you’re not yet inside the Members Area? Go here to learn more about Funnel of the Week & get access.

The big idea of Funnel of the Week is this:

We break down a new DTC funnel (including ads, front end offer, upsells, post-purchase emails/sms/etc.), each and every week.

Here’s a quick Google doc walking through what we at Funnel of the Week has got in store for you, each and every week:

Check it out. We’re doing a special “early bird” price for access for a limited time.

And if you want great funnel insights delivered to your email inbox, multiple times per week? Go here to sign up for our Funnel of the Week email newsletter (it’s free) funneloftheweek.com

That’s all for today.

Have a great week!

The Funnel of the Week Team

PS: Not yet subscribed to our free Funnel of the Week newsletter? Join now for exclusive insights: https://funneloftheweek.com

PPS: What insights do YOU want in our funnel breakdowns? Hit reply and share your thoughts

PPPS: Got a funnel you think we should break down? We’d love to hear your suggestions!