Revitalizing America’s Original Dating Coach
David Wygant is not only one of the top dating coaches in the world — but also the ORIGINAL dating coach who founded the industry (in fact, the movie Hitch starring Will Smith was partially inspired by his work).
When he came to us, it was clear that he needed a fresh approach. In the time he’d been in business, much had changed. Tinder and social media changed dating forever. The rise of the internet meant more information was free, which devalued one-on-one coaching.
So, we set out to revitalize his brand with one of our most ambitious campaigns to date: from redesigning his website to optimizing his sales funnels, and more.
First things first: the year was 2016, and David’s website hadn’t been seriously updated in over a decade. And this was causing problems that went far beyond aesthetics — the backend was outdated, and the entire site structure was holding together by just a thread.
It was clear that before we could do anything, we needed to update his site. And that we did, to not only give David’s brand a more modern appearance, but also reflect his new service offerings and the changes within the dating industry.
This was no small task. His entire front-end, backend and database was so large that it was in the gigabytes. And to complicate matters further, we needed to seamlessly transfer not only decades’ worth of content, but also customer credit card information and other sensitive data. In the end — and despite a few hiccups — it all went off without a hitch, thanks to our tireless efforts and meticulous planning.
Sales Funnel Creation & Optimization
This was the bread and butter of our marketing campaign — creating unique sales funnels with ads, landing pages, email campaigns, product designs, and more. David offered a wide range of products — each one best suited for different markets and demographics — so each core program in his catalog got its own funnel to bring the appropriate audience from awareness to conversion. Here are the 6 steps for each funnel:
- Lead Magnet Opt-In
- Core Product Upsell
Here’s how it worked: we created a free report (e.g. a video, audio guide or PDF) on a given topic. Then we advertised it on Facebook to the target market. Opt-ins to the report immediately went to a sales page for a tripwire (a low-cost/impulse-buy product), and we sold the core program as the upsell for the tripwire.
Of particular interest here is the fact that each funnel was, at worst, revenue-neutral. On average, each tripwire had a price of $7 and a conversion rate of 25%. And each lead magnet had a conversion rate of about 33%. So, if we spent $7 getting 85 clicks to our lead magnet, we were able to recoup the costs of advertising. Then, if the customer converted on the upsell, it was pure profit.
Here’s an example of one of these funnels in action:
$0.08/click x 85 clicks ≈ $7 ≈ 85 clicks x 33% lead magnet conversion rate x 25% tripwire conversion rate
Conversion %: 33%
Price: $7 / Conversion %: 25%
Price: $47 / Conversion %: 7%
$13.85/upsell conversion ≈ 339.35% ROI
About 80% of sales for David Wygant came from one source: email. So, creating quality email content that drove opens and clicks was paramount to this campaign. To achieve this, we implemented our proven email copywriting formula:
- Give a link to click through as soon as possible
- Itemize the pain points & benefits
- Inject scarcity/urgency
- Close with a call to action
Part and parcel with our email campaigns, we set up a complex system of algorithms to automate coupons, subscriber management, and sales funnels. Every possible action that a subscriber could take triggered an action in our CRM, from buying a product to clicking through an email link.
Search Engine Optimization
When it came to SEO, our strategy was simple: rank highly for top-of-the-funnel keywords (i.e. “how-to”/advice-oriented content). Through a combination of quality content, strong internal linking and a link-building content campaign through websites like AskMen and Huffington Post, we were able to achieve first page (and often #1 organic results) for strong keywords such as “best time to text a girl” and “how to go in for a kiss”.
As part of this campaign, we were contracted to launch an average of 1 new product each month — which includes:
- Unique Product Branding & Artwork
- Landing Page Design
- Sales Copy
- Email & Advertising Campaigns
- Funnel/Upsell Optimization
- Video Sales Letters
- Lead Generation/Pre-Launch Campaigns
With intense preparation each and every month, we were able to execute the majority of these campaigns to great success — see the section below for a sampling of the results we were able to achieve with our product launches.
CASE STUDY: How TM34 Marketing Increased Revenue By 299% & Conversions By 349% in 1 Week
299% Revenue Increase
349.25% Conversion Rate Increase
564% ROI on Facebook Ads
Podcast Design & Launch
Finally, we successfully launched David’s podcast, The 10 Minute Daily Reality Check, and managed it for him on a daily basis, which included: audio editing, creating product art, uploading each episode to the podcast host, and sending it out to individual podcatchers through the RSS feed.
We also made a rich, dynamic database for the hundreds of guests featured on the podcast. Each guest got their own page with a custom thumbnail, relevant social media & affiliate links, and a feed consisting of each episode they were featured in.