Ultimate Edge Program (Tony Robbins) — a Direct-to-product funnel teardown

ProductInfo-product
TypeDirect-to-product
CategoryPersonal development
Tony Robbins — "Tony Robbins Ultimate Edge | Start Now" ad

How the Tony Robbins Ultimate Edge funnel works

This is the shortest of the program pages. The hook is that the problem “isn’t information, the problem is conditioning”, and Ultimate Edge is the fix. It is priced at $97, down from $247 (“60% OFF!”).

The delivery answers the objection. It is sold as a three-part system through the Tony Robbins app (“Transform Yourself While Driving, Exercising, Or On Your Lunch Break!”), with testimonials from Serena Williams, Conor McGregor, Maria Menounos and Marc Benioff. The order form is the same embedded widget as the other $97 programs.

It is also a bundle item. Ultimate Edge is included in the Executive, VIP and Diamond UPW tickets ($1,495 and up). Access to the app and any post-purchase offer are not captured, because they were not reached without paying.

Funnel canvas — drag to pan, scroll or use the buttons to zoom. Each node links to that step's page.

Attract

1"Tony Robbins Ultimate Edge | Start Now" adTony Robbins — "Tony Robbins Ultimate Edge | Start Now" ad
1"No extra time? Break through while life continues." adTony Robbins — "No extra time? Break through while life continues." ad
1"From overthinking to execution in just days" adTony Robbins — "From overthinking to execution in just days" ad

Ads of a sentence or two

Each ad is one or two sentences about rewiring patterns ("It's biology", "resistance becomes momentum"). The only job is the click to the sales page.

Capture

Nurture

Sell

23"You Already Know What To Do. So Why Aren't You Doing It?"Tony Robbins — "You Already Know What To Do. So Why Aren't You Doing It?"

Conditioning, not information

The page opens with "You Already Know What To Do. So Why Aren't You Doing It?" and says the problem "isn't information, the problem is conditioning". Ultimate Edge is the fix, at $97 down from $247 ("60% OFF!").

Retain

3After the $97 payment (not captured)Tony Robbins — After the $97 payment (not captured)

It fits inside the day

The program is delivered through the Tony Robbins app ("While Driving, Exercising, Or On Your Lunch Break!"), which answers "I don't have time" before anyone asks. It is also bundled into the $1,495-and-up UPW tickets.

Made for a big screen

See all 5 steps as one map

On a computer this funnel opens as a canvas: every page at full length, side by side, with the arrows between them and the moves that make it work. A phone screen can't hold it, so here it's a list.

  1. Tony Robbins — "Tony Robbins Ultimate Edge | Start Now" adAd"Tony Robbins Ultimate Edge | Start Now" ad
  2. Tony Robbins — "No extra time? Break through while life continues." adAd"No extra time? Break through while life continues." ad
  3. Tony Robbins — "From overthinking to execution in just days" adAd"From overthinking to execution in just days" ad

    Ads of a sentence or two

    Each ad is one or two sentences about rewiring patterns ("It's biology", "resistance becomes momentum"). The only job is the click to the sales page.

  4. Tony Robbins — "You Already Know What To Do. So Why Aren't You Doing It?"Sales page"You Already Know What To Do. So Why Aren't You Doing It?"

    Conditioning, not information

    The page opens with "You Already Know What To Do. So Why Aren't You Doing It?" and says the problem "isn't information, the problem is conditioning". Ultimate Edge is the fix, at $97 down from $247 ("60% OFF!").

  5. Tony Robbins — After the $97 payment (not captured)OnboardingAfter the $97 payment (not captured)

    It fits inside the day

    The program is delivered through the Tony Robbins app ("While Driving, Exercising, Or On Your Lunch Break!"), which answers "I don't have time" before anyone asks. It is also bundled into the $1,495-and-up UPW tickets.

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