This client of mine was selling a high-ticket offer ($5,000 program)
They were having TERRIBLE click through rates on their emails
The product was super cool and their results were amazing
The emails didn't SUCK that bad
So I knew it was a strategy issue, not a copy thing...
These were the steps of the funnel:
Step 1: Email
Step 2: VSL
Step 3: Phone call
Step 4: Purchase
After digging in, this is the fatal mistake I found:
They were selling step 4 before they got to step 2
They used their emails to talk up the product before they ever got the prospect to the VSL
I took a few steps back
Revamped their emails to sell the click to the VSL
And all metrics went up 2x in just one week
We didn't continue working together so I don't know how much more money they made
But I know it's a lot based on the first week of data I received
The lesson here for marketers and business owners:
Don't get ahead of yourself
Let the funnel do the work for you
Don't sell step 4 before step 2 happens