The offer, the risk, and the tech to actually run it
Three things that sit underneath every funnel in this plan: what's actually being sold on the call, a real risk worth planning around before launch, and the systems that need to exist for any of this to run without Cherish manually chasing every step.
Sell the transformation. Never the sessions.
Every funnel in this plan ends at the same 30-minute call, and what gets presented on that call matters more than which funnel brought the person there. The offer is one named, defined transformation package, not a menu of individual coaching sessions. "Sessions" sounds like a service you buy piecemeal. A package sounds like a result you're buying outright, which is what someone in real pain is actually looking for.
The package
One name, one price, one clear before-and-after. Priced at the £3,000 assumed value used throughout this whole plan, so every funnel's numbers already reflect this being the primary offer, not an upsell.
The downsell
If price is a genuine blocker, redirect down to something smaller (a shorter engagement, or a standalone session pack), never discount the package itself. Add value or change scope, don't cut the price of the same thing.
Pay in full, or month by month. Both reach £10k.
Offer both on the call and let the person choose. They reach the same target in very different ways, worth understanding before assuming either one is "better."
Pay in full
The full £3,000 upfront. Simple, immediate, and matches every number already modelled in Funnels 1 to 4 directly: new clients that month × £3,000 = that month's revenue. Consider a bonus for paying in full (a fast-start session, a bonus resource), never a discount.
Monthly direct debit
Same £3,000 package, split into instalments, for example 6 payments of £500. Easier yes for someone hesitant about the full number, but it takes months to reach full run-rate, because each month's revenue is last month's clients still paying, plus this month's new ones.
Same clients, same £3,000 each, very different cash flow
| Month | PIF revenue | DDR revenue (£500 × 6mo plans) |
|---|---|---|
| 1 | £12,000 | £2,000 |
| 2 | £12,000 | £4,000 |
| 3 | £12,000 | £6,000 |
| 4 | £12,000 | £8,000 |
| 5 | £12,000 | £10,000 |
| 6+ | £12,000 | £12,000 |
PIF hits full run-rate the moment the funnel itself works. DDR takes about five months to cross £10k, because it's building a base of active plans, but once it's full it holds that revenue even if one month's new sales are slow, since existing plans keep paying regardless. PIF is faster, DDR is steadier. Offering both is reasonable, since Cherish can present either with equal confidence.
Meta will scrutinise this niche harder than a typical ad
Relationship and sexual-wellness coaching sits in a category Meta reviews more carefully than generic e-commerce or B2B ads. None of this is a reason not to run ads, coaches in this space do it successfully, it's a reason to plan the launch expecting friction, not assuming a smooth first week.
The "personal attributes" rule
Meta disallows ads that directly assert or imply something about the viewer's own life. The flagship headline, "You share a bed. You've stopped sharing anything else," is second person and states something about the viewer's relationship directly, exactly the pattern that gets flagged.
Have a third-person backup ready
Same emotional hook, reframed as observation rather than accusation: "When couples share a bed, but stop sharing anything else..." Keep this version drafted and ready to swap in same-day if the direct version gets disapproved.
Sexual health content gets extra review
Concept C ("Great couples still stop having sex," the Pleasure Reset imagery) sits in Meta's more heavily reviewed health and adult-content territory. Expect slower approval, possible manual review, and a higher rejection rate than Concepts A or B.
Warm the account up first
Launch with A and B, let the ad account build a clean history, then introduce C once there's trust built up. Don't lead with the most explicit concept on a brand-new ad account.
The systems behind the funnels
None of this needs building all at once, see the sequencing note at the bottom. Examples given are categories to fill, not mandates, use whatever she already has where it already does the job.
| What it's for | What it needs to do | Example tools |
|---|---|---|
| Landing pages | Host the VSL page, quiz results, workshop registration, book checkout. Fast, mobile-first, editable without a developer. | Her existing Squarespace site for most pages |
| Video hosting | Real player controls and captions, a clean end-card matching the VSL mockup, not a bare embed. | Unlisted YouTube, or Wistia/Vimeo |
| Booking & calendar | Lets someone pick an Exploration Call slot and auto-sends confirmation and reminders. This is what actually drives the show rate. | Calendly, Acuity |
| CRM & email automation | Holds every contact, tags them by funnel and quiz archetype, sends the nurture sequences automatically. | Kit (ConvertKit), Flodesk, or her existing list tool |
| Meta Ads Manager + Pixel | A properly set-up account with the Pixel installed on every page in this plan, so the ad platform can see who books and buys. | Meta Business Manager |
| Payment processing | Handles the book's low-ticket checkout plus instant upsell, and the coaching package in both PIF and instalment form. | ThriveCart or SamCart (bundles checkout + upsell + instalments), or Stripe directly |
| The quiz | Asks the 6 questions, branches to 1 of 4 results, passes the email and result straight into the CRM. | Typeform, Interact |
| Weekly numbers check | No new software, just 15 minutes a week filling in the metrics tables already in this plan from the ad manager, calendar, and payment processor. | The tables on each funnel page |