Here’s a case that comes up a lot in my work.⁣ ⁣ A creator runs a free masterclass. 412 people sign up. At the end, 6 people buy. The natural next move is to rework the pitch, because it’s the part you can see failing.⁣ ⁣ This sits in what I call the New Client Engine, the stretch where leads become first-time customers. When I review a masterclass that isn’t selling, I look at the script, the offer in it, and the emails around it, together.⁣ ⁣ Here’s what the numbers said...⁣ ⁣ 97 of the 412 showed up live (24%). ⁣ ⁣ By the time the offer came, 61 were still there (15%). ⁣ ⁣ Of the 315 who missed it, 44 watched the replay in time (14%). ⁣ ⁣ So at most 105 of the 412 (25%) ever heard the offer.⁣ ⁣ Why? Before the class, one reminder went out the morning of. After it, the replay came down the next day, and the people who missed it heard nothing else. 307 people raised their hand and never heard what was on offer.⁣ ⁣ Based on these numbers, I wouldn’t touch the pitch yet. I’d fix the emails around the class first, because that’s where the 307 were lost.⁣ ⁣ The script and the offer can wait. They still matter. They just can’t sell to people who never heard them.⁣ ⁣ Case File 01. A new series from my case files, reviewed the same way every time. Details and numbers changed, always.