One of my clients has an amazing online course… but people weren’t buying it.
She wrote sales emails to her list, but the sales never came.
She paid a copywriter a ton of money for a launch sequence.
And after the big launch…. crickets. Nobody bought it.
Last year, this client asked me to do some case studies for her.
She then told me about how she wanted to launch this course but was worried nobody would buy. Fortunately, since I had already done a bunch of case studies, I knew I could use the Buyer Multiplier System with her.
This system is all about re-purposing the stories and quotes you get from your case study interviews. It gives you almost all the copy you need for launches, sales pages, email funnels, webinars, etc.
90% of the copy we needed for this launch was sitting there in those case study interviews. All I had to do was turn the quotes and stories from her happy customers into emails.
Since the copy was mostly written for me, I was able to do it super fast. Normally I need 2 weeks just to do research before I write any copy. But with this, all the research was done already. So I was able to get this launch done on very short notice.
The sales page for this product wasn’t very strong. I couldn’t rely on that to make sales. The emails had to carry all the weight and do all the selling.
And we didn’t have time to make it a big campaign. So we decided to make it an email-only launch to her list. (Okay she did turn a couple of the emails into FB posts :p But the email did the heavy lifting.)
We followed my Case Study Launch sequence and shared a handful of case studies followed by a specific sequence of sales emails. And we made over $31k. Not bad for a last-minute launch for a product that didn’t sell well and needed a new sales page.
But the best part: The customers who bought were NEW customers.
Normally, the people who join this course are people who have bought other programs.
But this time we got new customers.
This is huge because new customers for this client are huge. They tend to be so blown away by her courses that they go on to buy many other products. They even get their friends to do the same. So the lifetime value goes way beyond the $31k generated from the launch.
Email from a client who used the Buyer Multiplier System
Okay, so how exactly do you do this?
And how can you do an email-only case study launch that gets new customers… without even having a good sale page?
Let’s dive into that now:
First off, this person’s course helps people with a bunch of different problems. It helps people with who feel “stuck” in their careers, people with relationship problems (they can’t get a partner or have lost the spark in their relationship), feel unfulfilled, struggle with procrastination, struggle with perfectionism, struggle to make money, can’t lose weight, etc.
So before we opened the cart, we shared stories of how customers used her program to overcome these problems.
Here’s where it gets really cool…
Because we did such in-depth case studies, we were able to show how a single person improved almost all those areas of her life through this course!
For example, we sent an email one day sharing how a woman used this course to leave her dull corporate job and launch a new career doing work she loves. And how she now makes a meaningful impact and is able to control her income and work schedule.
The next email, we talked about how this woman had a friend who struggled to lose weight. And we shared her story of how she met that friend for lunch and shared some of the information she learned in the program. A few months later, they met again and he had lost 50lbs because of what she had told him.
The next email talked about how how the material in this course helped her overcome procrastination and grow her business.
We even had an email on how this improved her relationships. We shared her story on how she was married to man who she knew wasn’t right for him… and thanks to this program she’s now able to create more loving relationships.
All these stories came from one case study participant.
That’s why it’s so critical to really go deep with your customers when collecting case studies. We never would have gotten these stories by sending out a survey or asking the customer to spend a few minutes saying how life was before/after the training.
Instead, I went deep with this woman for an hour and got tons of stories that helped us sell this course.
Now a key to the Case Study Launch is to make sure you have an underlying theme throughout the emails.
You’ve got to show the thread that ties all of these stories together along with what ties them to your product.
It’s not enough to just say “and then they bought my product and now look how great life is!”
You’ve got to SHOW why your product worked for these people when nothing else did.
For example, we had a theme that tied all these stories together. We showed how all these different problems boiled down to one core issue.
Then we talked about the unique mechanism my client has that helps you deal with that one core issue. As a result, you’re able to improve all these areas of your life.
And because we shared all this through various success stories, it didn’t come off as bullshit. We had hard proof built into every single claim and promise we made.
We didn’t just SAY how this training can help you, we SHOWED it.
To recap:
- Get yourself some damn good case studies. I’ve got a whole book on how to do it.
- Once you have 4-6 case studies, you can implement the Buyer Multiplier system. That will help you get great copy fast and telling incredible stories that inspire your audience to buy.
- Use the Case Study Email Launch sequence to get people who are on your list but haven’t bought a damn thing to finally buy from you.
If you want help implementing this stuff, shoot me an email at [email protected] and I’ll see if I can help.
