Ellen Yin - Case Study
Sales Message Intensive
"I feel much more focused now on exactly the type of student I'm wanting to attract to this program, and exactly what their fears, desires, hopes and timeline for decision making are!"
Ellen came as an initial ads client because she had a prominent program and wanted to have it better be scales for profit rather than just Revenue. Something I see with a lot of numbers that are thrown around in the online space is not shown how much of the revenue you're making without the expenses.
Knowing sustainability mattered for this funnel to scale meant we had to look at the funnel message first before diving into the next push of this program.
We focused on creating in the Sales Message Intensive to better flesh out her ICA Buyer Persona and offer USP(s) because she had enough purchase data for us to know how to set up ads and effective marketing for her.
Part of the Message Intnesive includes sifting through any market research she had and actually watching all the content inside the program to get a better understanding of what we could pull around the tagline, framework or offer USP.
Also noticef there was some disconnect in the initial masterclass opt-in page which for this funnel is the entry point meaning especially to market to a cold audience, it needs to be highly optimized and routinely refined.
So once we uncovered the most aligned ICA for the message to be based off of who’d be ready and willing to buy. (Common issue happens with Level 1 vs Level 0 ICA Misalignment) Along with uncover the sales copy angles needed to translate that message to become what they need to hear on the copy side of the page. We were able to see a 10% increase in masterclass opt-in page sign ups from COLD traffic.
Her sales increased by 20% (transparency: ads were running too so lead flow was good) and she was able to have sustainable growth with this product even months after this intensive was finished.
AND regularly re-using that ICA blueprint we created in the intensive for new ad copy angles as those have consistently showed the cheapest cost per lead since it spoke exactly to what they needed.
“I have never experienced this before from a funnel perspective and it was so nice to be able to talk things out without feeling rushed and with well guided conversation, so the time was well spent..
I loved hearing Danielle’s ideas and going deep into our buyer personas. She really clarifies exactly what stage my dream student is at and what's top of mind for them before they buy, so we can build our messaging around that.
I feel much more focused now on exactly the type of student I'm wanting to attract to this program, and exactly what their fears, desires, hopes and timeline for decision making are!
If you are feeling unclear on your messaging or are struggling with attracting the right students to your course/program, this will help you get laser focused on who you're targeting and more importantly, what makes them take action and BUY!"