I worked with a friend to launch his first-ever digital product.

Specifically an ebook in the fitness space.

His goal was to do $10k in sales the first month.

We hit just over $25k with barely any ad spend.

Here's exactly how we did it

1. Product

Releasing a fitness program in the middle of the pandemic with gyms constantly closing sounds like a disaster.

So creating something relevant was a must.

With that, we decided on a program that would only need 3 pieces of equipment.

Time to test the waters

2. Testing the waters

We wanted to see if the demand was there.

So I quickly spun up a quick funnel and pushed an early-bird deal to his social following.

Our goal was to hit 50 pre-order purchases that first day.

We hit over 70.

We knew we had something.

Time to scale.

3. Email List

We spun up 2 lead magnets.

One was a kettlebell giveaway.

The second was an ebook with 10 workouts that only need a KB.

He pushed through social and we ran ads re-targeting his social audience.

In 2 weeks we had over 2k people on the email list. A good start.

4. A/B Test for Sales Page

When someone signed up for the ebook or the KB giveaway they were redirected to an exclusive thank-you/sales page with a pre-order discount.

We a/b tested two different sales pages.

Whichever had the highest conversion rate we would later use for ads

5. Exclusive Launch

Our email list got first dibs on the ebook.

So, we set up a drip campaign consisting of 5 emails and the 5th being the launch.

Drip:

1. Founder Story w/ Before & After
2. Problems it solved
3. Sneak Peak
4. Social Proof
5. Launch with exclusive pricing

6. Exclusive Pricing

This is something I stole from my coworker @stephsmithio

We wanted to create urgency and scarcity.

So, we did:

First 50 people $30
Next 50 people $35
The following 50 people $40

This went on until we hit the regular price of $60.

First hour = $5k sales

7. Ad testing

Now, time to go public.

I created roughly 10 different IG story posts to drive traffic to the sales page.

Since he has over 10k followers, it was easy to track which worked best.

We took the top 3 and used them for our ad campaigns.

8. Re-Targeting

We used primarily IG for our ad campaign.

We used the winning creative from our IG story test.

We used the winning sales page from our A/B test.

We re-targeted the pool of people with the highest intent.

The whole month we averaged under $10 per purchase.

9. Unsung Heros pt.1

Social Posts - Anytime we pushed on social organically we focused on:

Before/After: People want to know what results to expect. We showed them.

Problems it solved: People want to know which of their problems you can solve and the results.

10. Unsung Heros pt.2

Conversational Copywriting

During every part of our launch, I honed in on conversational copywriting

I wanted it to feel as if it were two friends talking.

The way I'd track this was to see if people replied to the email organically.

Want more breakdowns and how-tos on your feed? Then make sure to follow @alexgarcia_atx because I'm doing one for the next 46 days.

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Takeaways:

1. Test product
2. A/B test sales pages
3. Test Ads (then scale working ones)
3. Email. Email. Email.
4. Use conversational copy throughout funnel