Today we’re going to take a deep dive into a million-dollar marketing case study that can guide you in your digital marketing strategy.

This is a client that we worked with to launch his financial services business. He offers investment portfolio management as a licensed financial advisor and was working as a pilot at the time. With just one campaign, this client landed over $1 million in assets under management and several other clients afterwards.

He was able to go full-time in his business from this one campaign.

Steps to a Direct Response Marketing Campaign:

List: The client bought a list of fellow co-workers who were all experiencing 401k transition with their company that was ending their plan. So they needed to transition their portfolio to a new management company.

Big Idea: This created a big problem for these professionals. In emotional direct response copywriting and marketing, we look for the BIG Pain, Problem, or Predicament, and solve it with an incredible offer.

Direct Response Copywriting Campaign: Wrote a 15 page sales letter that was strong and compelling.

Spoke to the problems, presented a free offer to join us for a Steak Dinner at local restaurant. Created 3 Cover Letters, Envelope Copy and Enclosed the Sales Letter with the CTA of registering for the Free Steak Dinner Seminar.

They registered online which meant we could also email them. Wrote landing page copy and a 10 part follow-up email campaign.

Client Presentation: The client presented to the prospects who attended the free seminar and landed clients who moved their portfolio under his management.

Take Aways:

Targeted Lead – Choose affluent leads who have big problem, pain, or predicament.

Lead Magnet – Create a compelling Free Offer that gives you the opportunity to present your sales pitch. Webinars, Free Classes, 5-Day Challenges, etc.

Irresistible Offer – Your presentation, webinar content, sales letter must be powerful and digging out the problem and presenting an irresistible offer.

Follow Up – Email follow up until they buy or die. This is critical.

Promote Forever – The main thrust of your business must be promotion to bring in more leads. This is why you need to do content marketing

1. Objection: You may think this is a lot of work, you’re not skilled enough to do it all, can’t do it alone. True!
2. Solution: That’s why you should consider hiring an experienced digital marketing coach and seasoned copywriter.