The Client: Mrs. Winter’s Bliss (Success With Centers)
Christina Winter is a teacher-entrepreneur who supports kindergarten, 1st, and 2nd grade teachers with downloadable resources and ongoing training. In a nation where teachers are undercompensated and overworked, schools struggle to provide good professional development and curriculum, and many students have pandemic-related delays….Christina is filling a critical gap for teachers.
There are many, many teacher entrepreneurs out there. IMHO, Christina’s key differentiators are her sincere caring for her fellow teachers, and the extensive research she does before creating any of her resources or training. She is always current with the latest research, best practices, and thinking in her field. Teachers can trust that her resources are age-appropriate and effective.
THE SITUATION:
Teachers often struggle with the independent nature of center time activities—it can be so chaotic that many teachers hate or forego them. Hey, you try to keep ~20 1st and 2nd graders calm, focused, and engaged with minimal supervision! Yet, literacy centers are critical. Students need multiple opportunities to practice new skills, and centers provide authentic and independent activities for them to do so.
Yet, centers were Christina’s straight-up superpower during her 21 years of teaching 1st grade. She’d received love notes from substitute teachers thanking her for how well-behaved and engaged her students were during center time. So, Christina had created her very first course, Success With Centers, to teach teachers her process for keeping literacy centers simple yet meaningful and engaging.
To support her live course launch, Christina needed sales page copy and several email sequences. Unlike my other clients, Christina wanted a true Amy Porterfield-style launch, which emphasizes the webinar as the main vehicle for conversion. One sequence would need to encourage webinar sign-ups and live attendance, and the other would emphasize selling the course itself.
THE SOLUTION: OBSESSION WRITING
Excitingly, Christina had already surveyed her sizable email list about their need for such a course. We had lots of Voice of Customer data to go through and one gem caught my attention: a teacher described center time as being a 3-ring circus. That set the messaging theme for the sales page, and gave us a way to kick-off the webinar invitation sequence.
WHAT WE CREATED TOGETHER:
Brand Brief with ICA development
Messaging platform
Sales page
Webinar development
Webinar invitation sequence
Webinar show-up sequence
Post-webinar sequence
Sales booster sequence
The Results
Christina’s launch was a success, with several hundred teachers enrolling in her course. While I don’t have conversion metrics, her email open rate averaged out at about a 28% open rate—and this was back when open rates mattered. Her average click rate was 6.69% across the different sequences and audiences.
“Jenn’s enthusiasm for my course and vision were off the charts. I truly felt like she was a part of my team because she was so invested in doing what it took to make my launch a success. Jenn went ABOVE and BEYOND the scope of work and knocked it out of the park! Jenn is a true gem. She truly cares about her clients, is professional, responsive, organized, and true to her word. She put forth many hours researching my "voice" and my ICA then with her professional knowledge wrote copy that converted. Jenn will overdeliver, meaning you will get more than she promised upon agreement to work together.”
— Christina