The “23 controls” offer launch that made $66K in 2 weeks
The “23 controls” offer launch that made $66K in 2 weeks
ISSUE #32
Ever wonder how the best marketers strike winning campaigns every time?
Sponsored by:
▼
Ever wonder how the best marketers strike winning campaigns every time?
It’s because they run their campaigns like a scientific experiment.
And not a high-school lesson on dissecting a frog…
These are calculated, methodical campaigns.
A “scientific control” refers to an experiment designed to keep errors to a minimum and reduce chances of failure.
It is specifically designed to mitigate the biggest risks that could prevent success in the experiment.
Potential risks and fail points are what the best marketers consider that the rest often don’t.
They think about every possible failure and put in place “controls” that prevent them from limiting the success of the campaign.
That’s how they knock it out of the park with their campaigns, every time.
In today’s Deep Dive we’ll look at one such “scientific control” offer launch from one of the best in the biz — Justin Goff.
The result was $66K in under 2 weeks, for a $197 marketing course, using 23 “control” emails to ensure success.
Let’s dive in!
A MESSAGE FROM EZOIC
🚀 Powerful Monetization Tools For Your Website + Content
Whether you are a small independent business or your are a major brand, Ezoic can work seamlessly with your site.
With an AI driven approach to ad personalization and optimization, Ezoic does work to:
Increase your revenue
Maximize your website’s performance
Grow your traffic faster than ever before!
With countless case studies of businesses who increased their traffic and boosted their revenue through the site performance and user experience improvements Ezoic delivers….
We wanted to invite you to create a free account and remove the guesswork from how to not only better monetize your site but to also give every website visitor a better experience.
Join the 25K+ sites globally already benefiting from Ezoic and start your free trial today!
DEEP DIVE –
The “23 Controls” Offer Launch that Made $66K In Under 2 Weeks
The image above shows the 23 “control” emails Justin Goff sent for his recent $66K campaign.
The offer was a course on how to use a “pocket change” offer to build your email list.
Below we’ve dissected the winning elements of each “control” email into 23 snack-size breakdowns.
One of this generation’s best marketers baked so many powerful ideas and techniques into these emails so you’ll want to pay attention.
Because…
The principles at play are universal. Get the essence of it and you can twist them up to suit your offer, audience, and market.
And note…
Justin ran this campaign side-by-side with a partner (whose results were quite different. Reason why revealed below.)
It all started with a pre-launch survey (yes, he actually used the survey in the campaign sequence.)
1. “A look inside how I think about creating offers.”
Justin ran a pre-launch multi-choice survey to his list. He presented 6 options for the same offer (mostly), all focusing on different angles.
“How to build a massive email list with low-priced, “pocket change” offers” came out on top.
2. “Why 2023 is the best year to [TAKE YOUR OFFER]”
Classic marketing angle that persuades prospects to consider your offer now.
The email talks about the benefits of building an email list.
3. “Advice to my younger self”
This email positions the seller as an authority. It convinces readers Justin is a trustworthy source to buy from.
4. “[X PERSON] got [RESULT] from [YOUR OFFER]”
Justin was able to include case study results for a new product.
How?
The promotion was done in collaboration with another marketer who had used the offer strategy with success.
And another reason…
5. “How [SPECIFIC PERSON] got [RESULT] without [OBSTACLE]”
This was another case study result taken from the internet.
He analyzed a campaign run by another unaffiliated marketer that was using the strategies taught in the course.
6. “[RESULT] with [SIMPLE TOOL] (here’s how)”
Talks about how he once used the strategy taught in his course to get a result.
7. “[UNDERDOG] achieves [BIG RESULT] in [DIFFICULT CIRCUMSTANCES] (here’s how he did it)”
In this email he talked about a marketer he knew who used the strategy.
8. “How [FAMOUS COMPANIES] achieve [RESULT PROMISED BY OFFER]”
This email talks about how big companies monetize their email lists.
9. “The case against [OFFER]”
This one’s adventurous. You address a common objection with your offer by highlighting a “superior” alternative. But then…
You highlight the limitations of that alternative that the offer doesn’t have.
10. “THIS [SPECIFIC USE CASE OF OFFER] achieved [RESULT]”
A breakdown of a use case of the offer with pictures.
11. “Analyzing [FAILED ALTERNATIVE TO OFFER] vs. [SUCCESSFUL USE OF OFFER]”
Tells the stories of one person failing to get a desired result vs someone succeeding.
The subject line was: “analyzing an offer that flopped vs one that brought in 320k buyers”
12. “[UNDERDOG] achieved [RESULT] for free”
Tells the story of a “noname” copywriter building a 38K email list for free using the offer.
13. “How you can get [BIG RESULT] even if [YOU HAVE LIMITATION]”
Another email that answers a question from the audience.
14. “[SIMPLE ACTION] achieves [DISPROPORTIONATE RESULT]”
The subject line is “4-min video brings in 300+ buyers a day (here’s how)”
The email breaks down the real-life example of the offer achieving a specific result.
15. “The [INTRIGUING ADJECTIVE] person who [ACHIEVES BIG RESULT]”
Subject line: “the Chinese man behind some of the biggest offers from 2020-2023”
The email tells the story of the partner in the promotion. This story formula can be twisted to match your offer.
You can tell a story about something directly tied to your offer to make it interesting.
16. “[CRAZY STORY ABOUT OFFER]”
Subject line: “why the TSA hated this popular pocket change offer (they confiscated thousands of them)”
If you have a crazy story about your offer, be sure to tell it then conclude the story to say why the reader should buy.
17. “Is this the same as X?”
People naturally put things in a category bucket. For example, if I say “ChatGPT”, you probably store that in the AI bucket in your mind.
You want to avoid your offer being put in any bucket by your audience. It should be totally unique, otherwise it’ll be compared to alternatives and lose its desirability.
18. “[BIG RESULT] in [TIMEFRAME] with offer (here’s how)”
This email overcomes the objection that the offer could only deliver small results.
19. “Why you should NOT do [SUPERIOR ALTERNATIVE]’
Addresses a prospect objection: “Why don’t you use this strategy for your list?”
Justin explains why his strategies won’t work for most people.
20. “[ALTERNATIVE] vs [OFFER] vs [ALTERNATIVE]”
Addresses the pros and cons of the offer and its alternatives.
21. “[X NUMBER] of examples of [OFFER] that are working right now”
Simply lists examples of the offer in action.
Email finishes with a bit of narration on why marketers use the pocket change strategy.
22. “This expires in 4 hours”
Reminder to claim the offer before its closing date. Plus…
A description of the offer in plain English. And a list of its strongest selling points.
23. “Lessons learned from [OFFER PROMOTION]”
Justin is completely transparent about his campaigns. He reveals all of the numbers and everything he did behind the scenes.
He even shared a mistake he made in the promotion – not fully knowing the list of his partner, whose parallel promotion fell flat.
It can seem a bit overwhelming to know it takes 23 emails for the launch of a $197 product. But that’s marketing in a competitive world…
By addressing every objection and sales angle you get the most bang for your buck in your campaigns. Because everybody’s different…
They have different beliefs, interests, likes, and dislikes, so appealing to them all with just one angle limits the potential for your promotion’s success.
But we all share most of the same basic desires. One of which is money. And Justin knows this…
Which is why he tied this offer to the outcome of earning money in all of his emails.
And that’s what makes a successful campaign — one that’s built on top of an offer that fulfills a strong desire.
Pulse
How to Revolutionize Your Company’s Approach To Strategy
Need a strategy that can keep up with the fast pace of today’s business world? Here’s how to innovate and execute faster (while maintaining your sanity through change management)
Paid Ads Industry Finally Stabilizes: YouTube Earnings Call Reveals
After falling for three quarters in a row, YouTube’s ad revenue finally grew in Q2. On its latest earnings call, YouTube leaders declared a state of “stability” in the ad industry after reading the 4% growth figures.
OpenAI Is Going to Start Crawling Your Website to Feed ChatGPT (Unless You Restrict Its Access)
OpenAI has launched GPTBot, a web crawler designed to feed ChatGPT 4 (and soon GPT 5.) But will it use your content and data fairly? This is a question that’s been heavily debated.
A MESSAGE FROM MATT CODDE & RESTORED MINDS
It’s Time To Finally Get Unstuck.
And it is time to take back control of your life from anxious thoughts and behaviors.
The Triple-A Response™ has worked to permanently shift how even people with extreme cases of anxiety and OCD are able to overcome their worries and mental struggles.
The powerful new book from licensed clinical social worker Matt Codde, From Stuck To Unstuck, can be read in an afternoon….
…but those couple hours can change your life forever.
Get Your Copy of From Stuck To Unstuck Now!
Thanks for reading
Want future content tailored to your interests & solutions to the most pressing problems that are in the way of faster growth?
Give us your feedback via a quick reply to this issue & let us know how we can best support your growth and your success!
FOR MARKETERS
WHO ARE READY
TO GROW.
[wpforms id=”179″]
Written By:
At Growth Memo, we are strongly committed to protecting your privacy and providing a safe & high-quality online experience for all visitors. We understand that you care about how the information you provide to us is used and shared. We have developed a Privacy Policy to inform you of our policies regarding collecting, using, and disclosing information we receive from our Website users. Federal Filing operates the Website. Our Privacy Policy, along with our Terms & Conditions, governs your use of this site. By using https://www.TheGrowthlMemo.com/ or accepting the Terms of Use (via opt-in, checkbox, pop-up, or clicking an email link confirming the same), you agree to be bound by our Terms & Conditions and our Privacy Policy.
Suppose you have provided personal, billing, or other voluntarily provided information. In that case, you may access, review, and make changes to it via instructions found on the Website or by emailing us at team@thegrowthmemo.com. To manage your receipt of marketing and non-transactional communications, you may unsubscribe by clicking the “unsubscribe” link located at the bottom of any marketing email. Emails related to the purchase or delivery of orders are provided automatically – Customers cannot opt-out of transactional emails. We will try to accommodate any requests related to the management of Personal Information in a timely manner. However, it is not always possible to completely remove or modify information in our databases (for example, if we have a legal obligation to keep it for specific timeframes). If you have any questions, reply to this email or visit our Website to view our official policies.
