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About the Client
The Spyder Institute is an online teaching school for professionals. Using a real instructor, they host live online classroom learning in several areas of interest, such as Leadership, Interpersonal Communications, and Project Management.
What did they want?
They wanted a new sales page to increase enrollment.
My approach to the copy
Since their current copy was heavily based on the features of the course (i.e., course curriculum, classroom times, etc.), I chose to add benefits to those features.
The previous copy was focused on being a better communicator and ended right there. My approach focused on being a better person admired by family, friends, co-workers, superiors, subordinates, etc. I wanted to make it more personal and emotional, so the reader really feels they are missing out on life’s big opportunities if they don’t become a better communicator.
The previous copy was very general and had little to visualize other than “be a better communicator.” After reviewing the course details, I realized that being a better communicator came down to three main concepts: having the correct body language, using the right words, and having the right approach. I used this theme throughout the copy, so the reader had something to visualize and identify with.
I wanted to make the end user feel like they had nearly unlimited power in controlling their environment and the people in it. This sense of empowerment was absent in their previous copy.
Throughout my copy, I used Blair Warren’s One Sentence Persuasion Course as a framework for my copy. He says, “People will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions, and help them throw rocks at their enemies.”
Plus, I used some great tactics discovered in Russell Brunson’s Perfect Webinar Secrets program.
The course provided many learning materials, but they weren’t emphasized in their original copy. Also, nothing really happened after a prospective student enrolled in the course and paid their money. I wanted to ensure that they knew they would get something right after signing up, so I introduced a workbook and a user guide to be delivered to their inbox.
I also introduced the concept of Bonuses, which the client loved. Some bonuses were time-sensitive. I used Alex Hormozi’s 100M Offers framework to offer these bonuses.
The client was thrilled with this campaign’s results. They hired me to write another campaign for another course where they are looking to increase enrollment. They were so impressed with my copy and the power it had to persuade, they raised the price of their course from $299 to $497 and still filled the event.