ConvertKit [archive]’s Post

How did Justin Welsh add $650k+ to his recent product launch? What he did differently... (steal this) 👇 Most online businesses launch new products/services by: 1. Building an interest list 2. Keeping that list "warm" (sending regular emails) 3. Doing a big launch with a sequence of emails / social campaigns that include some sort of urgency, like a discount This was originally how Justin planned on launching "The Creator MBA", but my team and I convinced him to do things a bit... differently. OUR GOAL: Justin has a background in sales, so he knew that the best way to get someone to do business with you is to meet them on their level. To understand a bit about who they are and what they want, and then use that to make a strong case for why they *need* your product or service. Every great salesperson implicitly knows this. So we sat down and figured out how to make the launch of his flagship product even better than we knew it would be (after all, nothing beats having a great product + an audience who trusts you.) We wanted to make his launch to be made up of tens of thousands 1:1 sales discussions – and not just Justin yelling "buy, buy, buy" and hoping enough people take action to deem the launch a success. WHAT CHANGED: 1) When people joined the interest list, we didn't just capture their email address. We learned about what their goals were, whether they already had a business, what their business does, and what they needed the upcoming course to do for them. RightMessage did all the segmentation work here. 2) All this info was then attached individually to each lead's profile in Justin's ConvertKit → Soon to be Kit account. 3) The pre-launch emails were personalized. "You need to do X... here's how The Creator MBA is going to help you do that." These emails did a lot of the selling for us (before there was even had a product to buy.) 4) When the course launched in January, every sales email was dialed in to the unique needs of each lead on the interest list. If you were just getting started as a coach, you were told about Justin's experience with struggling to grow a coaching business (empathy). You were told exactly what content in the course would help you get to the next level in your business (feature alignment.) And you were painted a clear picture of how The Creator MBA would help you get specifically from where you are today to where you need to be tomorrow. 5) When someone clicked from one of the sales emails to the product landing page, the segmentation data we had about them would carry over. RightMessage's personalization engine would modify headlines, subheadlines, and other key elements to make the offer shown on the website even stronger. THE RESULTS: I've put together a detailed, data-rich case study for you here: https://lnkd.in/eYRU3Nhw No opt-in required. The above is a direct link to the PDF file. Give it a read and let me know what you think!