Case №2. Niche psychology. 1,350,000 rubles from the launch of the self-esteem course
The expert is Tatiana Dangeli, psychologist, coach and expert on improving the quality of life.
Link to Instagram: https://instagram.com/tatyana.dangeli
We met Tatiana as part of a collaboration on setting up advertising for her account, as well as packaging some products that the audience can buy at any time (meditations, private club, counseling, etc.)
Realizing that Tatyana is a very powerful expert in her niche and seeing what kind of feedback people leave after her meditations and consultations, we offered Tatyana to launch a mass product that could solve a particular problem of a large number of people.
We assembled a full team: a project manager, a story maker, a content writer, a web designer, a tagger, a blogger recruiter, a technical specialist.
Together with Tatiana, we chose the most relevant topic that was interesting to her audience - it was the topic of self-esteem.
Then we developed an initial strategy and discussed all the details with the client, then made a full strategy and consolidated everything on the control call, after which the preparation stage began.
We developed a warm-up plan, decided on dates, prepared a website + telegram chats, thought over the warm-up in chats, chose bloggers, thought out an advertising pitch, agreed on a budget for targeting and made advertising creatives.
The warm-up was built in 4 stages. Each stage was overlapped with one another. In addition to the main course, we made a free week where people could get acquainted with the main course and realize whether they want to go further or not.
The main task of the stage is to interest people in the topic of the product. The theme of the product: "Unconditional Self-love – Increasing Self-esteem." At this stage, we had to show that all the problems come from NOT loving ourselves.
Day one. It was said about their own health and the health of their relatives. It was important to show this through well-known values, to show dependence: how self-esteem affects health.
Day two. It is necessary to show how self-esteem affects the monetary sphere. We needed to show a direct connection. Here is a simple example: people take out a credit because they are NOT confident in themselves that they will be able to postpone/ earn the right amount at once.
Day three. We show the connection between self-esteem and the relationship between a man and a woman.
Day four. We are talking about things IMPORTANT for any girl: weight, hair, nails, etc. The so-called "beauty" concept. We show how self-esteem affects their behavior, how girls are dependent on imposed ideas of beauty.
Day five. We introduce the concept of self-realization and tell you what needs to be done to solve the problems that were discussed in previous days.
We continue to talk about self-esteem. We explain where it comes from and why there can be problems.
Day one. We did a survey so that subscribers would write their stories when, in THEIR opinion, self-esteem failed them. Through the stories of subscribers, it was told why this problem was and what to do to solve it.
Day two. We tell you about self-esteem in more detail. Where does it come from? How is it formed? We introduce an understanding for people that it is very difficult and IMPORTANT to deal with it. Make it clear that we can help.
Day three. There were several real situations from the expert's practice on the topic of money and relationships, because it turned out that these problems were the main ones. We showed the relationship between self-esteem and problems on real stories + told how these problems were solved. There was a lot of interest, so we decided to add a live broadcast, where we sorted out even more topics + gave the opportunity to sign up for a free marathon.
Day Four. A test-game in the format of quests and a created character. Here we had to involve people even more into the product topic. We went through tests, where we created a certain situation and gave 4 answer options: 3 wrong, 1 right.
Also on this day, we said for the first time that there would be a paid product.
At this stage, we "generalized" the product topic and introduced the starting point of sale. We made a pre-sale stage where people could join the main course at special prices even before the free marathon. After the free marathon, it was possible to join, only at the usual (higher) prices.
Also at this stage, we launched a target + there was advertising from bloggers aimed at attracting a cold audience to a free marathon + increasing subscribers to the blog.
Day one. We conducted another test, which was aimed at making people understand that it is POSSIBLE to deal with self-esteem problems on their own, but it is very difficult + they were given solution to problems in the form of a free marathon. Our free marathon is the first week of the main product.
Day two. We gave the audience a rest, just answered questions related to self-esteem.
Also at this stage, we launched a target + there was advertising from bloggers aimed at attracting a cold audience to a free marathon + increasing subscribers to the blog.
Day three. Pre-sales were launched with payment on the site at a special price + pain and objections were closed.
Day four. The last day of the pre-sale and preparing the audience for the free week.
Additional sales. The goal of the free week was to sell the main product, when it was over, we worked with all the resources that were: chats, numbers, account. We added a few more days so that those who did not have time to pay on deadline could do it.
We had 3 tariffs for the main product and during this period we gave people the opportunity to increase their tariff to get more information from the course.
After the course, we launched the sale of an additional product to a hot audience: a unique webinar.
The main course was sold for 1,200,000 rubles, an additional product (webinar) was sold for 150,000 rubles.
Total proceeds: 1,350,000 rubles (≈13500$)
*245 accepted payments for 1,202,840 rubles (≈12028,4$) Screenshot of payments for the self-esteem course from Getcourse
*33 accepted payments for 115,500 rubles (≈1155$)
Screenshot of payments for additional product from Getcourse
P.S. We accepted part of the payments to the card, so not everything is taken into account in Getcourse.
Now we have decided to give the audience and the expert a rest, while attracting a new audience to the account by targeting and bloggers + took the time to prepare a new launch.