Last fall, my client launched a new $499 product.
It was an online course that taught parents how to get control of their kid’s bad behaviors. So their kid wouldn’t whine, hit, backtalk as much, etc.
They followed the Product Launch Formula and made a respectable $77,000.
But they wanted to go bigger. Much bigger.
The people who joined the course raved about it. So they knew the product was great, they just needed better copy to close the deal.
They hired me to make some changes. 6 months later their launch made $200,000.
Now I’d love to say copy made all the difference but that’s just not true. Launches are complicated. There are a lot of moving parts and my clients did a phenomenal job on all the non-copy aspects.
But the new copy did help.
Here are some of the copy changes I made that helped add $133,000 in revenue for this launch
#1 Use customer feedback to cut the fat
The first time my client launched this product, they had a 3-part video training series that taught parents how to handle their kid’s behavior.
I went looked at the feedback people gave and talked to parents who took that training. By doing that, I learned there were a few lessons that really stuck out and gave people “ah-ha” moments.
Then there were other lessons that people didn’t mention at all.
So I deleted all the lessons people didn’t mention. This way the videos would be tighter and more valuable. So people were more likely to stay with the full training and trust that my client delivers quality content.
While looking through the feedback, I also learned people thought there was “too much fluff.” Too much teasing about what the next video will bring. So I cut a lot of that out. As well as stories and other sections of copy that were fine but weren’t needed.
A good question to ask yourself while editing copy is this: “Is this necessary?” If the answer is no — or if you have to think about it — then you should probably cut it. Keep things tight and you won’t lose people.
#2 Highlight Success Stories
The customer success stories this client has would make a robot cry. So we wanted to highlight them as much as possible.
For example, I added 6 testimonials to the top of the sales page. Plus another 12-15 testimonials throughout the sales page.
Anytime we made a claim about a specific way the course would help, I added a testimonial to back it up.
I also made sure to add a variety of targeted testimonials.
Because we knew our customers came in four main types (or “buckets” if you’re an ASK fan.) So we made sure to have testimonials targeted at each type.
We also littered the emails with testimonials. And w talked about customer success stories in each of the training videos — being sure to add a collection of different success stories to target our different avatars.
All this proof showed we were legit. And it helped separate us from the other bloggers claiming to be experts but had few case studies to back it up.
#3 80% conversion on cold traffic by reusing copy
I rewrote the entire email sequence for my client.
And they took my copy and did something smart.
They basically took the entire “sales open” email I wrote and used that copy for their FB ads and landing page.
They ended up getting 80% conversions on cold FB traffic and something silly like $.60/lead.
#4 Add an expensive upsell
It’s astounding how many businesses stumble over this step.
They either don’t have an upsell or only mention it in passing. So it’s the low hanging fruit to ramp up revenue for most launches.
Now my client didn’t have an upsell. So we decided to create one.
We got on a call and asked: “What would a dream come true for the customer look like?”
And we came up with a 3-month coaching program along with a bunch of other bonuses.
We decided to price it at $5,000. I wrote the script it helped us bring in thousands of dollars extra that was just sitting there on the table.
#5: Blow people away with the offer
Another piece of feedback I saw when doing research was people said we needed to do a better job showing all that you get when you join the program.
The course was absolutely loaded with training. And the creators are in there every day helping people. But the sheer magnitude of everything they get and how good it is was lost.
So when I wrote the sales page, I made a point to really highlight all they got in the course. How it was based on 17 years of experience, has had several iterations, comes with dozens of hours of training as well as daily support, coaching, and accountability.
When it came time to talk about the product, we expanded that section. I added twice as many bullets to show that there was a lot in there.
We also added about 4 more bonuses to put the total number of bonuses up around 11. Many of these bonuses were designed to overcome common objections we knew were coming like “what if I don’t have time?”
To make sure people saw this, we had emails go out that JUST talked about bonuses. We even added fast-action bonuses Monday and Wednesday to inspire people to join early instead of waiting.
With all this, people knew they were getting a tone of content at a great value.
There were more copy changes but that’s enough for now.
In short, using buyer and non-buyer feedback helped us hone in on our messaging. It helped us know what to points to expand on and what to delete.
As a result, we got hundreds of thousands of people to watch the free training videos.
We had nearly a thousand comments from parents raving about how helpful the series was.
And my client got 350 more customers than she did the first time around. Many of them will go on to become new success stories. They’ll recommend the course to their friends and family (because it’s awesome.) And they’ll stick around for new programs my client sells because they trust her to deliver.