I helped Katalin, a fantastic Hungarian art therapist to increase her revenue +80% while reducing CAC to basically 0.

This project is close to my heart, because I've worked with Kati for years. Sometimes it's a trip, sometimes a parachute mid-fall, but there are times when we just wait together for the ship to sink and then swim to shore side by side.

Now I'm helping Kati fix some leaks in her lead generation and monetization. Monetizing a helping profession like therapy is a delicate thing. I personally don't have a problem with it, probably because I'm not the one diving deep with people who become vulnerable in front of you, who open up about how hard situations have shaped their lives, and in many cases, their finances. Asking for money in that context can feel wrong.

But here's the reality: she needs to earn income that matches the value she provides. Otherwise she can't afford to give a generous amount of value away for free, which is exactly what generates more leads. That's the game. The people who can't pay her won't get anything from her if she can't monetize the ones who can. She agreed.

So here's what we do.

She already developed a fantastic therapy series for women over 30 who have children or are about to start a family. They feel something is off in their relationship with their mother. Too much influence, pressure to conform, and they don't want to pass that pattern on to their own kids.

We're shipping it together. We build a lead magnet.

The goal is a free experience valuable enough to make participants think: "If this was so good for free, what must the paid program be like?"

A shared story reading, a relaxation session, then a simple drawing task. "Lite mode" story therapy, online. Kati had bad experiences with previous online events: wrong tools, no technical support. This time she has backup. We build a simple setup where participants can anonymously upload their drawings with a short description at the push of a button. Kati picks a few and briefly analyzes them in front of the group, no names mentioned. The small-group paid series (which requires real commitment) gets a natural mention during the event.

Okay.. but how do you fill this free online event?

Using Facebook Events smartly

Even though it's online, we create a separate Facebook event for each major city. (we're in Hungary, the whole country has fewer major cities than half a US state.) The algorithm surfaces it to local residents too, multiplying the reach without extra spend.

Reactivating existing contacts

We build a list of previous participants (name, phone, email, Facebook). They get a personal message: prices are going up, but they keep the old rate. Plus an invite to the free event and a nudge to bring someone.

Organic content

On Kati's own Facebook page, we run a thematic post series on the topic. Every 3rd–5th post is specifically about the series or the event. Every relevant post gets the event link dropped in the comments.

Alright.. but how do you turn them into paying customers?

A 3-part automated email sequence goes out to everyone who registers, gradually moving them toward signing up for the paid series.

Email 1: What the series is, what they'll get, what to expect.

Email 2: The most common fears and doubts addressed directly (and saving Kati from answering the same questions in chat one by one).

Email 3: Education and confidence-building that nudges them toward the final decision.

The goal was never to promote the paid event directly. It was to fill the free event with as many people as possible and give them something so good they'd practically beg Kati to take their money.

From there, we funnel attendees to a CRO landing page that answers every common question (which Kati used to handle one by one in chat), lets them buy their ticket online, and generates their invoice automatically (which Kati used to do manually, cash only). And since the in-person “high-ticket” series is strictly limited.. it sold out in minutes.