How My Client Made $2.4 Million From One Course Launch
If you follow me on Instagram you know that back in September 2023 I announced that one of my clients had just made over $2.4 million dollars on her annual course launch.
With over $1.2 million of that revenue directly attributed back to her ads.
My DM’s were flooded with messages after I posted about this. Everyone wanted to know HOW something like this was even possible.
I’ve helped a lot of clients use ads to launch their courses successfully but this was definitely a record-breaker.
So, today I want to share a little bit about the behind-the-scenes of how we made this happen.
Because I can assure you, it wasn’t luck. We had strategically been planning this launch for 6 months and there was a specific framework that we used to create these results.
But first, can you guess what the biggest factor is to a successful course launch?
Hint: it has nothing to do with the price of your course or how much competition there is the marketplace.
The answer: it all comes down to how big your audience is.
Anytime I hear about someone’s failed launch (and trust me, I’ve been there before too) and we start to dive deeper into the numbers, it almost always comes down to not having enough people in their audience to sell to.
It makes sense, right? You can’t make sales if nobody even knows about your launch and the course you’re selling.
Or if you've been trying to sell to the same people over and over again (another common issue I see).
That’s why the first step I always start with when helping a client leading up a course launch is getting ads set up to start growing their email list on autopilot.
Even if you’re not launching that often, I recommend having some sort of list-building ads running at all times because they are a great way to continually have new people discover you and your work, without having to spend very much.
This particular client spends about $20/day running her list-building ads throughout the entire year and then as we get closer to her launch we ramp up her budget to ensure that she has enough people in her audience to hit her sales goals. Which leads me to my next point…
You need to know exactly what your sales goal and lead goal is if you want to have a successful launch.
Launches are just a numbers game and if you have enough people in your audience when you go to launch, you’ll win the game every time.
With this particular client, her sales goal was to make $1.5 million on her course launch. In order to do this, we looked at her sales conversion rate from the last time we had launched together, and I was able to calculate that she needed around 30,150 leads from ads (50,000 total including her organic audience) in order to hit this goal.
Now, I know that may sound like A LOT (because it is!) but without having an idea of this number beforehand we would have been shooting in the dark and there’s no way we would have been able to achieve this goal. Much less surpass it, which we did by bringing in an extra $700k in sales.
This leads me to my last point, which is to always plan conservatively.
On the last launch we did with my client she was able to convert around 2.3% of her leads into sales. This year we decided to lower that number and plan for only 2% of leads converting.
Knowing that the economic climate is harder for many people right now and the fact that my client was also planning to increase the price of her course, we felt safer planning for a slightly lower sales conversion rate.
This worked generously in our favor, because the opposite scenario ended up happening where she was able to convert closer to 3% of her total leads from this launch and make significantly more money than her original revenue goal.
In total, we ended up spending about $86k on ads in order to achieve these results. Which was about a 13x return on investment.
Plus, we decided to promote a downsell offer after the course launch was over to all of the leads who didn’t buy to promote her lower priced monthly membership.
This allowed her to bring in a bunch of new members and generate thousands of dollars in additional revenue that will also continue to come in on a monthly recurring basis.
So here’s what I want you to takeaway from all this: if you want to have a wildly successful and profitable course launch, using ads to grow your audience and get in front of more of the right people IS the secret sauce.
Can you imagine how long it would have taken my client to get 30,000+ leads organically by just posting on social media or creating content?
It probably would have taken YEARS but instead we were able to generate majority of those leads within a 30-day period right before her course opened for enrollment.
Ads are the fastest and cheapest way to grow your audience and they can be an extremely powerful tool to help you skyrocket the sales on your next course launch when you use them strategically.
WANT TO KNOW THE EXACT STEPS THAT WE TOOK TO CREATE THESE RESULTS FOR MY CLIENT?
I’m excited to share that I just got done putting together a step-by-step guide called the Amplify Your Launch Blueprint that breaks down the exact steps that we use to help clients generate anywhere from their first $5k up to $500k+ in sales on their launches.
The guide walks through my proven 3L ad formula that has generated millions of dollars in course launch sales, real examples of ads that we’ve created, how to calculate your launch goals and budget (plus a handy calculator tool to help) and a start to finish checklist of every step that you would need to execute this plan within your own business.
I haven’t launched this resource publicly yet but because you’re a part of my email community, I’m offering it to you first at an insanely low, no-brainer price.
I won’t be promoting any sort of Black Friday deal this year so this is the only offer you’ll hear me mentioning in my emails. Grab it here before I realize how crazy I am for giving away all of this valuable information at such a low price point.
Peep some of the feedback I've received on it so far 👀
WANT MORE SUPPORT? WHEN YOU’RE READY, HERE ARE THE WAYS THAT I CAN HELP YOU GROW YOUR BUSINESS:
1. Ready to create your own high-converting ads? Grab the High-Performing Ad Toolkit that’s helped thousands of business owners create click-worthy ads while saving time and guesswork.
2. Want Done-For-You support and help to get your ads up and running without paying monthly management fees? Apply to work with me through my VIP Ads In A Day experience. I only have a couple of spots available per month, and I'd love to work with you if you're serious about getting ads set up for your business.