Optimized accelerator sales funnel to drive higher conversions with more confidence

FYSO Accelerator launch: lead magnet nurturing and sales sequences

Christina Marie Noel is a marketing & strategy consultant, working with mission-driven entrepreneurs to build & grow their businesses. She helps them identify their ideal customers, dive into market research, hone their business model, develop a marketing strategy, and increase their sales.

In the summer of 2019, Christina was getting ready to launch the first run of her first accelerator program, The Figure Your Sh*t Out (FYSO) accelerator. In addition to that, she was working on her extensive FYSO Guide for entrepreneurs struggling with building and growing their businesses.

Ekaterina worked with Christina on the launch collateral, from updating the sales page to landing pages to emails.

FYSO Accelerator Launch: Goals

In the summer of 2019, Christina and Ekaterina met at the FYSO launch party. With both Christina and Ekaterina being strategy geeks, predictably they started talking about ways to draw attention to the FYSO Accelerator.

At the time, Christina was busy with her consulting work, as well as with working on her FYSO Guide – a 100-page long e-book for business owners, with photos of purpose-driven businesses and inspiring venues throughout the Triangle.

Working Together: Funnel Strategy and Copy Optimization

The goal for the FYSO launch was to maximize the impact of marketing activities on all stages of the customer journey, from lead magnet signup to the final sales email. Communications needed to be on brand, fun, engaging, and — most importantly — on time for the launch deadlines.

Ekaterina assisted with the following FYSO launch tasks:

• Funnel strategy

• Email content creation: launch emails

• Email content creation: lead magnet warm-up sequence

• Landing page and lead magnet optimization

• Sales page optimization

Working Together: Funnel Strategy and Copy Optimization

Ekaterina conducted an interview with Christina to learn about the accelerator program, and to get a deeper understanding of her voice and vision. Based on that conversation, Ekaterina created email outlines and provided feedback on draft iterations to move email recipients from warm-up sequence to the final application deadline reminder.

FYSO Copy Coaching Results

This is what Christina mentioned as the most helpful aspects of working with Ekaterina:

• Thinking through an email sequence

• Making sure I took the time for ‘top of the funnel’ style content

• Coaching to constantly incorporate the voice of the customer

• Knowing what questions to ask

• Knowledge of marketing experts’ insights as well as case studies

• Email drafts or edits

• Helping me feel more confident that I had a plan that made sense

• Persistent follow-up & accountability

• Data-driven & willing to test

• Helping me develop my value proposition based on customer insights, which then led to paying customers and a successful launch

It is important to note that this launch has primarily attracted business owners who already knew Christina personally, and had been in touch with her before the launch of the FYSO Guide and the FYSO Accelerator.

A short window between the FYSO Guide launch and the Accelerator launch meant less time for nurturing and building a relationship with cold subscribers, who might be in a prime position to buy when the next enrollment period starts.