$87,000 in 2 weeks: New product launch

I worked with a leading education company in the psychology, mental health & wellness space.

They had a course that had been sitting on their website but had never been promoted to their email list. We didn’t have any previous launch emails.

The course was about psychedelic-assisted psychotherapy. This was a new term and many people didn’t understand how it worked. Even their advanced practitioner audience wasn’t familiar with using psychedelics in clinical settings.

The company wanted my help launching this course to their email list. 

But before I was going to do that, I knew there was something I had to fix first in order for this launch to be a success:

When I looked at their sales page, I saw the issue immediately.

The sales page was not doing a good job of communicating the offer/mechanism (psychedelics) based on their audiences awareness level.

Given this, the only people who would buy this would be hyper-aware people—which usually is like 10% of a market segment—so we’d lose about 90% of potential sales if we didn’t fix this.

Psychedelic assisted psychotherapy was a new term and most of their audience didn’t understand how exactly it worked.

However, the original page didn’t really sell the concept of psychedelics well – it didn’t answer the question of “why psychedelics?” – I saw that as a huge gap in the sales process.

Like anything… a lot of times you gotta sell people on the CONCEPT/MECHANISM of something first. In this case we had to sell them on the idea of psychedelic assisted psychotherapy FIRST… before we could sell them on OUR psychedelic assisted psychotherapy course.

So on top of creating the emails, I also decided to create a new sales page to A/B test against the control (control = the original page before my A/B test).  

One was the same original page. The other was my new version that sold the concept of psychedelics more (the mechanism).

It’s important to note, there’s a difference between a mechanism and an outcome. The mechanism is how you get the outcome. 

For example: 

There can be multiple mechanisms to achieve an outcome. 

In psychotherapy, alleviating/healing trauma is an outcome; IFS, EMDR, CBT, CPT, and psychedelic assisted psychotherapy are all mechanisms that help clinicians achieve that outcome. 

You have to sell someone on psychedelic assisted psychotherapy first, BEFORE you can sell them on your approach to psychedelic assisted psychotherapy, and how your way of doing it is unique and better than everybody else’s way of doing it.

After I finished writing the copy for the new sales page and got it published, I created a 5-email campaign to drive traffic to it.

We sent one email and were making a ton of money. Until we discovered information had been accidentally included in the course that wasn’t supposed to be in there.

We had to shut down the entire campaign and remove the sales page while the internal team cut out that part of the course. We even had to stop all the other emails and pause everything for a little over a week.

Imagine sending one email… making a ton of money, and then having to stop all the other emails and pause everything for a little over a week? This alone probably slowed us down $100,000, from losing campaign momentum, deadlines changing etc. If that didn’t happen I’d bet we would’ve made $100,000 more on this campaign.

After we were able to redistribute the course and continue promoting it to our email list:

Your audience’s awareness level determines how you need to sell. Sometimes you need to sell them on the concept/mechanism first before you can sell them on your specific solution.

Even advanced audiences need education on new concepts before they’ll buy.

Your business probably has innovative products that need the same approach.

If you want help from someone who’s already done it successfully for companies like yours, click here to book a call and see how me and my team can help you do the same.