3 email sequence
$20,000
1 week
A SUPER happy client

What did I do?

It's funny, I only changed one small thing

And my client had a face palm moment

But they knew that my "outsider's perspective" was what they needed

Here's what I did...

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

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A brief analysis and comparison of the CSS for Twitter's PWA vs Twitter's legacy desktop website. The difference is dramatic and I'll touch on some reasons why.

Legacy site *downloads* ~630 KB CSS per theme and writing direction.

6,769 rules
9,252 selectors
16.7k declarations
3,370 unique declarations
44 media queries
36 unique colors
50 unique background colors
46 unique font sizes
39 unique z-indices

https://t.co/qyl4Bt1i5x


PWA *incrementally generates* ~30 KB CSS that handles all themes and writing directions.

735 rules
740 selectors
757 declarations
730 unique declarations
0 media queries
11 unique colors
32 unique background colors
15 unique font sizes
7 unique z-indices

https://t.co/w7oNG5KUkJ


The legacy site's CSS is what happens when hundreds of people directly write CSS over many years. Specificity wars, redundancy, a house of cards that can't be fixed. The result is extremely inefficient and error-prone styling that punishes users and developers.

The PWA's CSS is generated on-demand by a JS framework that manages styles and outputs "atomic CSS". The framework can enforce strict constraints and perform optimisations, which is why the CSS is so much smaller and safer. Style conflicts and unbounded CSS growth are avoided.