In this episode, I share some valuable takeaways and strategies from one of our clients who achieved a remarkable 16.5x return on ad spend and a six-figure launch. This client has been with us for over a year, and we’ve seen incredible results from our collaboration. Throughout this episode, I dive into the key factors that contributed to their success, including data-driven decision-making, leveraging seasonal messaging, and the power of collaboration within our team. If you’re looking to learn from real-world examples and gain insights into how to maximize your marketing efforts, then this episode is a must-listen!

 

Tune in as I break down how we were able to achieve such impressive results. From cutting the cost per lead by leveraging seasonal messaging to making mid-launch adjustments based on data, we left no stone unturned. I also discuss the importance of refining your marketing message and aligning it with your unique gifts and expertise, as well as the value of creating urgency through strategic bonuses. If you’re ready to take your marketing game to the next level and achieve incredible results like our client did, then this episode is for you.

 

Listen now to uncover the takeaways and strategies from our client’s spectacular 16.5x return on ad spend and six-figure launch.

 

Key Points: 


  • Leveraging Seasonal Messaging:
      • We went deep on seasonal messaging to connect with our client’s audience on a relevant level.
      • By understanding what our ideal customers were experiencing during that period, we tailored our copy and content to address their pain points.
      • This approach resulted in a higher click-through rate and a significant decrease in cost per lead, allowing us to generate more leads within the same ad budget.
  • Making Mid-Game Adjustments:
      • We closely monitored the data and noticed that our client was achieving excellent cost per lead results during the launch.
      • Based on this observation, we approached our client with the opportunity to increase her ad spend and generate even more leads.
      • By following the data and making a mid-game decision, we were able to scale up our efforts and achieve a six-figure launch.
  • Niche Offer and Expert Positioning:
    • Our client’s offer was highly specific, targeting a particular group of people and solving a defined problem.
    • Over time, she honed her messaging and refined her positioning based on feedback from her audience.
    • By leveraging her unique expertise, past experiences, and credibility, she created trust and stood out in her market, making it easier to convert leads into sales.

 

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READ THE EPISODE TRANSCRIPT

Emily Hirsh: 

Hello and happy Thursday! Welcome back to the podcast. You guys, this is episode 580. I’ve recorded 580 podcast episodes since 2018 when I launched this podcast. It is crazy. I sometimes see the numbers. It’s like one of those things I don’t always pay attention to because I’m just like, “Next one, next one, recording,” and then I was like, “580, that’s a lot.” We’re going to close to 600 podcast episodes. So if there’s one lesson in there for you guys, it’s to just get started and learn as you go, improve as you go, adjust and pivot as you go because it’s something for me that the podcast has always been such a great way for me to connect with my ideal customers and my audience, and I absolutely love recording the episodes. And it’s not hard for me. It’s one of those things where I’m in full alignment, and I’m leveraging my gifts, and I’m creating this content in a way that is very easy for me to create because of the length of the podcast, the format of the podcast, the casualness of the podcast. Like, that is the way that I create the content the best. 

 

So anyways, side note on that, I am sharing behind the scenes today takeaways and a strategy from a client: 16.5x return on ad spend and 6-figure launch. We just talked about this client as a team on our wins. We do Thursday wins, and I’m recording this on a Thursday. And this is a client we’ve worked with for over a year. She actually came in when it was the original elite, and yeah, she came in, and I did her strategy a long time ago, and she’s been here ever since. She’s amazing. And we spent about $6000 on ads and made over $100,000 in just this launch, so a 6-figure month but a 6-figure launch which happened over the course of about two and a half weeks. So I thought it would be cool to dissect what myself and the team kind of took away from this launch. We’ve run, I think it’s been like 4 successful launches for her, but this was the best one across the board in terms of cost per lead and return on ad spend, and so we kind of dissected. What did we change? What worked, what didn’t, and I get to bring that here with you guys today. That is one of the benefits of working with our team that you don’t always see on the outside, but our team like our ads managers, they get together and they’ve got like a huddle and a little group where they talk about like, “Hey, I tried this in an account, and it worked, and I tried this in an account, and it worked, or it didn’t work, and so you should try this and let’s test this,” and they are operating out of their genius, their passion, their gifts, and so they go above and beyond at doing those things, and that benefits every client even in essential. 

 

Because our lead ads managers are coaching in essential, and so you get the perspective of over a hundred businesses that are running ads and what is working and what is not working. I mean, that could take somebody years to accomplish that and to get to that, and then same with the strategy. Like our strategy team will get together all together and be like, “Hey, we have this client. This isn’t converting. What do we do?” We all throw in ideas, including myself, and so that collaboration is truly so powerful. Like it is our secret weapon, one of them for sure, so being able to take this client’s successful launch and then as a team be like, “What do we learn from this? What do we do? What can we bring into other client accounts?” This is also what we pull into our Hirsh Marketing report, what we pull into the weekly newsletter, and those things you guys get on the outside as well. So okay, little backstory on this launch.

It was a 3-day challenge going into a $2000 program that was the structure of the launch, so it was a 3-day challenge that I think the fourth day was a webinar, and then it led into a $2000 program that was sold with no sales calls, just straight to the sales page, just so you have the overview of what the strategy was. We spent $6000 on ads. We made just over $100,000 in revenue, and the sales conversion was about 3%. So we converted about 3% of all the leads that came in. I think that’s a really important thing for you guys to notice because that doesn’t seem like a high amount, but that led to a 16.5 return on ad spend. So now she has still 97% of her leads who didn’t buy, who also can maybe buy in the future and will buy in the future. These are a lot of new leads that came in; we did do retargeting to her existing list too. But that’s a lot of people that can still come in and purchase in the future. So it’s not only the value of the 6 figures in revenue. But it’s also the value of all of those leads that she gets to now nurture and build relationships with and sell. Side note: what’s interesting is this client, she actually paused for like two months at one period because she didn’t want to promote anything, and during that time, we saw sales coming in from ad leads that had happened months before, like high level, like a mastermind sale and I think it was like a VIP day.

 

So that’s huge because that means she also paused, which isn’t always the best thing, but it was the best thing for her and continued to get sales from ad leads from before, and so it’s just such a beautiful example of the long game and of the combination of short-term success in the 6-figure launch but also building to something so much bigger and like a long-term snowball effect, and part of the reason I think that she had her best launch yet is because we’ve been working with her for so long, and each one just gets better because in between the launches, we’re consistently building the list. We’re growing her audience. We’re increasing the impact that she has, and then each launch gets a little bit bigger. So now I have kind of the notes on what we believe led to the most amount of success, success as well as one of the biggest things I think contributed to this launch’s success. So one of the biggest things we did was we cut the cost per lead to sign up for this challenge from $10 the previous launch to $3, and that’s gonna make a massive difference because we basically got 3 times the amount of leads in than we would have before because we spent about the same as what we spent on the last launch.

So we got 3 times the amount of leads for the same ad spend. That’s a big deal. So how did we do that? 

 

I think one of the biggest things was we went really deep on seasonal messaging. So before she kicked off and started this launch, we had a call with her, and our team asked what is your ideal customer going through right now during this month this time of year? That’s maybe more relevant, and she kind of threw out a couple of ideas. I wasn’t actually on this call, but this is from my team throughout a couple of ideas. Were able to leverage those pieces of messaging, those pain points, which were really related to the holiday season and frustrations they had around then. We used that for the copy going to her challenge, and then we also had her record videos based on these angles, and we believe that contributed a lot to the decrease in cost per lead because that copy and creative had a much higher click-through rate than before. So it’s just a testament to the way that I leverage and encourage people to use seasonal marketing and leveraging what your audience is going through right now to be extremely relevant when they come across your ad in the feed or your email or they hear about your offer.

So the fact that we were able to cut her cost per lead down over a third led to a lot more leads, which led to a lot more sales, and I think that is a big contributing factor of the 16.5x return on ROAs because we stayed, actually, her sales conversion increased by 1%, so before it was 2%, this time it was 3%, but when we have more leads, we’re going to get more out of our ad spend, so that trickled down all the way down to the volume of leads that we brought in made a huge difference on her sales. So that’s the first probably biggest shift that we made and depth and intention that we brought to this launch. The other thing we did is about halfway into the launch, we realized how good of a cost for lead she was getting, and I know this because I’m in the channel. So I saw the conversations internally happening, and we went to her and said, “Do you want to increase your budget a little bit?” So she was planning to only spend about $5000, and we’d said, “Hey, like you’re getting a really good cost per lead. If we can maintain this cost for lead, do you want to spend more so we can get more leads in because this is the best we’ve ever seen?” So she said yeah, and we gave her the projections we said. “Okay, right now like if we spend your current budget, here is exactly how much leads we can expect. If we add a thousand dollars to the budget, here’s what we could expect.” And she’s like, “Cool. Let’s add $1000,” so that definitely increased the revenue. 

 

I don’t think we would have gotten to the 6 figures if we didn’t do that so that came down to following the data and making a mid-game time decision and using data to leverage that. Okay, the other things like my team kind of analyzed and was like okay what is she doing differently are she doing really well because on her end like we got the leads in and we also audited this time around all of her emails and her sales page. In the past, we didn’t just because of timing she wasn’t finishing them in time, and so it was like the day before but this time she was really ahead. We audited all of it, I think that improved because she was able to have our copy team audit all of it and now in our done-for-you offer, we not only audit it. But we also make the changes. So if you have an email sequence or you have a funnel and we look at it and we say okay, here’s all the areas that we can improve then we actually go implement it so we did that and then as a whole 1 thing she does amazingly well is she has a very niched offer. It’s very specific. It is specific to solving a problem for a specific group of people, and over time she’s really refined this messaging for her offer based on feedback. So she does these challenges and throughout it. 

 

There’s a lot of interaction with her ideal customers, and she’s showing up live, and she’s talking and communicating and I think she even DMs people and so she plays a very active role in the sales. Which is essential like we are partnering with her and we’re both doing our roles and so this was just like such an amazing example of that and so over time she’s refined and refined and you know continue to refine how she talks about her offer and how she sells it. Based on feedback and based on what has worked and so she has a very specific problem that she solves for a very specific group of people and that’s very clear in her messaging which makes it so that she can stand out the other thing that she does really well is she leverages her gifts. She leverages her past experience and her credibility so she has some credibility from a past job that she had that gives her a unique edge over anybody else teaching this and so it’s not even like she has successful students who have gone through a program and testimonials. But she also really leverages her gifts and her experience and her wisdom in order to position herself as an expert and also position why her program is different and it comes from a different perspective.

 

She’s very aligned honestly in the content that she creates like she can talk about this topic all day and she knows it like she’s amazing at it and she puts herself into these situations where. It’s easy for her. It’s easy for her to show up in the challenge. It’s easy for her to show up and connect with her audience and genuinely help them around this struggle. So this is the new step 1 of the Hirsh process which is identify and align make sure you identify and align your gifts, your passions, what comes natural to you, what’s easy for you in your marketing strategy. So now all new clients who come in to work with us get to go through our process that helps identify and even pull this out of you and create success by doing that first and then integrating it into your marketing strategy and I can’t stress enough somebody who’s in that position where they could talk about what they’re talking about all day long and they come off as such an expert and so experienced and trustworthy in that space like you can’t fake that right? You can’t fake that you’re an expert in something you can’t fake that you know how to get somebody these results or you know how to fulfill a promise people will feel that so if you go the opposite way and create you know have a strategy or have something you’re talking about that. You’re trying to embody and be somebody else or do it a certain way because that’s what somebody told you to do or you saw somebody do it like people are going to pick up on that and it’s definitely going to impact the experience in the sales conversion.

 

And so when she creates her content and she puts this challenge on, she’s very, very aligned with her gifts, her passion, her experience, her background, which allows her to stand out more and be more trustworthy. But also, stand out from her competition, which there isn’t much actually with her offer, but it makes it a no-brainer to trust her. And then the last thing that we did is our team strategized with her a fresh new bonus that she could leverage for urgency. So, we had a conversation. Our team had a conversation with her about adding in something different, something new, a bonus into this offer for this launch so that there was a reason for people to buy during that window that she hadn’t really offered before, and I think it ended up being an audit of something. I can’t remember exactly, but we’re big fans of audits because it’s super easy to deliver. It’s also directly associated with achieving their desired result faster and easier. So, to create fresh wrapping paper around this offer that she had already sold before.

 

We had her add in a limited-time bonus that if they bought within this window of time. Oh actually, I’m remembering she had a longer open cart, but we had this like, I think it was a 48 or 72-hour bonus that we hadn’t done before which pushed more people to buy at the beginning of the open cart than at the end. And it also created a freshness to her existing offer because this was a new bonus or at least one that she hadn’t done in a while that isn’t normally offered with what she sells. So, I’m a big fan of bonuses, and I think that creating urgency through bonuses is really important. So that also I think contributed to increasing the sales conversion from 2% to 3%. So I think what contributed to that was the new bonus for sure. And then we made changes and audited her sales page and all of her sales emails and updated those, so they all improved all the metrics there improved so overall what the biggest impact around her launch was lowering that cost per lead, cutting it by a third.

By going really deep on the seasonal messaging because we were able to get a lot more leads in for the same almost same ad spend as in the past, which led to an overall higher volume of sales because imagine if she spent $6000 paid $10 a lead. We would have gotten 600 leads, and a 3% conversion on that is much less sales but same sales conversion right? So that really helped, and then I think there was some, I think she had an upsell or something that added to some of her revenue for additional coaching support. So that’s something she’s done in the past; we didn’t actually change too much of that. But the biggest impact was the volume of leads using seasonal messaging which came from way cut down in cost per lead and then fresh wrapping paper and improvement around all of her sales messaging which increased her sales conversion from 2% to 3%. And also remembering that’s a 3% sales conversion. That’s a sixteen point five x return on ad spend and a 6-figure launch with a 3% sales conversion, and we still have 97% of those leads who are not poor quality leads who will buy from her in the future. So there’s that long game, like the benefit and the success of this launch goes beyond just the 6 figures. It goes also, all the leads. We added onto her list who haven’t bought yet but when she does this challenge again and when she runs her Black Friday sale which is coming up. They might buy, and that’s more revenue for her business, and so the long game is also very much at play here. 

 

So hopefully, you guys found this helpful. Our team just rocks.Our team is just incredible, like we have it so dialed in – the strategy, the messaging, all the components – and when the team works together in this way, it’s just the most powerful thing. And I think the shifts that we’re going through as a company, lowering the capacity that account managers work with clients to bring more depth, bringing in that alignment, step into our process and into our team. It’s just continuing to elevate and get even more powerful. So it goes without saying if you want that support in your business, you can go to helpmystrategy.com and fill out our application. Otherwise I will talk to you all next week!