The Empty Restaurant Problem and How to Raise $1.7M from One Webinar | Jason Fishman

An empty restaurant kills your conversion rate, however good the menu looks. Jason Fishman has run digital campaigns behind more than 500 capital raises, and his playbook is pure performance marketing: get the crowd in first, and the rest follows.

Jason’s world is selling investments, not products. But the funnel mechanics, the creative testing and the attribution problems will be familiar to anyone running DTC. We break down how he takes people from a Meta ad to a four-figure investment, why live webinars work like Apple launch events, and why chasing ROAS can quietly kill a campaign that would have scaled.

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What you’ll learn:

• How to build an Eight Point Plan before you spend a dollar on media, and why only the top 10% of issuers raise well
• Why Meta still outperforms other channels for accredited investors with $250K minimums
• The ROAS math behind investment campaigns: $1 to $2 CPCs, 1% conversion and a $1,716 average check
• The 30-minute competitor audit Jason runs every Monday: KingsCrowd, SimilarWeb, SpyFu, Meta Ads Library and Milled
• How to turn a webinar into a launch event that raises $1.7M in 24 hours, and why live beats recorded

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About Jason Fishman:
Jason is CEO and co-founder of Digital Niche Agency (DNA), a growth marketing firm based in Marina Del Rey, Los Angeles. His team has worked on more than 500 capital raises across Reg D, Reg CF and Reg A+, which together brought in hundreds of millions of dollars, all through digital channels. His first campaign raised over $2.83M on less than $50K in ad spend. He writes for the Forbes Agency Council and hosts the Test Optimize Scale podcast.

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Key moments:

• 02:57 How a growth agency ended up specializing in capital raises
• 07:27 The Eight Point Plan, and why Meta works for high net worth investors
• 11:19 Why it takes 7 to 17 touch points, and sometimes 43
• 14:35 How ROAS works when people are buying equity instead of products
• 26:27 The flying skateboard: how social proof changes buying behavior at each funding level
• 33:50 Webinars as Apple-style keynote events
• 40:36 Rapid fire: ChatGPT ads, the overrated metric, and the channels to use after Meta

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Connect with Jason Fishman:
LinkedIn: https://www.linkedin.com/in/jafishman/
Website: https://www.digitalnicheagency.com/
YouTube: https://www.youtube.com/@digitalnicheagency 

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