Oftentimes people would ask what kind of results they can get with customer-centric copywriting, and I’ll be honest, the results are so amazing, even I have a hard time believing it’s real.

So, in today’s blog post, I want to share with you a few highlights from a case study written by fellow copywriter Kyle Jordan about a client-project we worked on at Data Driven Marketing, the agency where I write for course creators and coach others to write better copy for their sales funnels.

In this case study, you’re taken step-by-step through each part of the process that has generated 7 figures a year for one of our clients.

I strongly suggest you read the whole case study to see how it is possible to optimize your funnels to the point where you can double your revenue.

In this blog post I’ll focus on steps 5, 6 and 7, the steps where I’ve been involved the most to show you what is the power of email marketing when you do it right.

Context

• The client used to promote their course to their email list about once to twice a year.

• They feared that increasing the frequency of their promos would impact the deliverability and health of their email list.

• There was a lot of fear around associating the brand to a profit-first company, so as a result, the sales emails either were non-existent or very shy.

• They had a hard time figuring out what else they could promote to their own audience since they only had the one course.

• They felt overwhelmed with the idea of creating more courses when they were already struggling to keep up with everything else.

• Like most course creators, their sales pages were minimalist and failed to tackle their prospects’ primary objections.

Solution

• Run surveys and collect data about what their customers need, want or fear: With this wealth of information under our belt we proceeded to optimize the positioning of the primary offer as well as identify numerous topics we could approach during our email promotions.

• Find relevant topics for the audience: When you don’t know what your audience is interested in, it’s very, very difficult to sell a course that doesn’t feel relevant. So, we made sure that every time we ran a promotion, the offer was justified by either context (something happening right now for their audience) or a bigger theme that was already presented in the collective awareness of their audience.

• Improve the Offer with Bonuses and Guarantees: Many course creators overestimate their offer, thinking it can’t possible be any better. Well, here are 2 very specific ways to improve any offer, because in all honesty, a student will never know how good your course is, until they test it. But to test it, they need to trust you. The money-back guarantee is one way you can achieve that.

• Improve the sales pages (copy-wise): Many course creators struggle with sales pages that don’t convert and don’t understand why. It’s because it’s either incomplete, vague or focused too much on features, than benefits. So, here are the 15 Sale Page Elements we’ve identified that increase conversion rates:

• Improve the sales pages (design-wise): We kept in line with the brand aesthetic and overall vibe, but we optimized the sales pages for mobile browsing as well as user experience. We tweaked the elements that confused the user (button size, colors, headlines, images, videos etc) to ensure the page is loading quickly, the above-the-fold is easy to understand and the call to action button is easy to find and functional (among other things).

• Send two email promotions a month: It’s not easy, I’ll give you that, but it is doable and most importantly, when done right, you won’t alienate your subscribers. I would argue, it will do quite the opposite: nurture, engage and build trust with your subscribers in a way that adds value to your audience’s life as well as your bottom line.

If you want to learn more about how it’s possible to sell the same product month in and month out without losing your mind… or your list, read this blog post.

Obviously, these are just a few of the tactics employed to optimize the copy elements for this client. The entire funnel optimization process spread across a few months with several team members taking ownership of specific deliverables simultaneously.

But if you look at the results, I think you can agree with me that it was worth it.

Results

The bi-monthly email promotions netted approximately another $65K per month in sales – that’s roughly $780k over the course of a year.

The results are amazing right? Well, before you jump into it, please read the full case study, to discover where the email promos fit into the process and what else needs to happen before you get your business to this point.

Each stage of your funnel needs to be properly optimized before the next stage could yield results. But when you get it right, it’s like a fine-tuned, state-of-the-art machine that makes seemingly impossible dreams come true.

Want to learn more about how you can increase your course sales?

At Data Driven Marketing, we offer free personalized Profit Increase Reports where you’ll find out just how much more revenue an optimized sales funnel will produce for your courses. Plus, you’ll learn exactly what to do to get those sales.

Awesome, right?

You can sign up to get your personalized Profit Increase Report here.