(social scheduling SaaS) in 2014 after running a social media coaching and consulting businesses for 4 years...
They reached 2,922 paying customers with MRR of $144k within 13 months and then hit the INC 5,000 list in 2018:
How?
This posts explains…
Us marketers often like to complicate things...
We read multiple books about copywriting and then try elaborate
to influence people into buying.
This one time I wrote 3 very long sales pages for a information product I was about to launch...
These things were beautiful. Long white pages with glorious images, word perfect copy and incredible stories... must have been approx. 3,000 words in total.
And can you guess what happened?
We made a couple of
that didn't even recoup the ad spend we invest during the launch.
Why?
I was trying to be too clever. The ad started off with some un-connected story about
and then wove through a myriad of topics before starting to talk about the product.
Sometimes it's best to keep things simple... just like Laura did with Edgar.
Laura did two things incredibly well:
Back in 2014, social media tools were relatively new and there weren't that many around. She targeted people who were using existing social media tools and if people were using existing tools, this meant they were (relatively) early adopters.
If a person is an early adopter... what type of headline would appeal to them?
"Here’s a new social media tool."
That's all it said... with an image of Edgar's logo.
Now this copy would most likely not work today, as there are a whole host of new social media tools and the people using them are not early adopters.
But in 2014, this headline spoke directly to that type of person, and converted better than any 3,000 word, clever story would have done.
Furthermore, she didn't even send people to a specific landing page... just the homepage with a CTA to claim a free month of Edgar.
Sometimes a simple headline is the best headline (if you really know your ideal customer).