We tested eliminating the book offer all together and ran all traffic directly to the webinar in order to eliminate the extra cost of production and shipping of the physical book. To replicate the effectiveness of the book at priming leads to become customers, we wrote and implemented a compelling email nurture series to get leads to buy into Charles’s brand and attend the webinar. 

In order to find users that would be interested in purchasing this high ticket offer, we knew we’d need to be very specific in our channel selection, our targeting criteria, and our messaging throughout of the funnel. We decided this campaign was a perfect fit for Youtube, Facebook, LiveIntent, and Dedicated email. Using the unique targeting capabilities of these channels, we selected a combination of targeting fans of Fox News and investors, traders, financial publication subscribers to provide us with users primed to convert. Our deep understand of this market segment helped us create fresh messaging for the ad creative and funnel that spoke to specific painpoints felt by the target audience and how exactly Invest Like Charles solves those problems.