Workshop lessons with source links. Suggested exercises are labeled separately.
01
Funnel strategy
Keep the launch simple.
The decision
When a simple funnel is already working, adding upsells or extra steps may create problems before it creates value. Stefan uses a $47 book offer as the example.
“Sometimes the hardest thing to do is to do nothing.”
He describes cases where higher order value came with higher acquisition costs. Treat this as a hypothesis to test in your own funnel, not a universal rule.
Suggested exercise
Before adding another step
Checklist selections stay in this browser session only.
02
Creative strategy
Match the message to the buyer.
The decision
“Our liver supplement is better” speaks to people already shopping for a supplement. Reaching people who recognize a problem but haven’t chosen a solution requires a different message and a matching page.
Solution-aware
“Which product should I choose?”
Problem-aware
“What can I do about this problem?”
Earlier in the workshop, Stefan also challenges whether the featured brain-fog angle has enough urgency for the offer.
Suggested exercise
Audit one creative angle
A follow-up the team can use
Clear context. Concrete next steps.
This illustrative recap uses the public workshop’s first review. It is not a private member call or an actual message sent to a client.
Proposed tasks are separated from what was discussed. Owners and deadlines remain unassigned until confirmed.
Sample follow-up · not sent
Menopause gummy: review recap
The current angle leads with brain fog. The review questioned the urgency of that pain point, the fit between dementia-related messaging and the product, and the extra explanation required by the estrogen claim.
What to revisit
Explore other customer problems within the menopause market. 0:12:27
Test a shorter listicle opening that gets to the reasons sooner. 0:11:22
Reconsider the “double your estrogen” framing. 0:10:16
Proposed follow-through
Creative: prepare alternative angles for review. Copy: draft the shorter opening. Team lead: confirm owners, timing, and test criteria.
Before sending: the operator checks the recap against the recording and flags uncertain claims or decisions. Product claims need appropriate substantiation before use.