In July 2019, the company ADN Concursos provided guidance to individuals for public exams through 1-on-1 consulting.
Even with other consultants working, the schedule was full, and they wanted to grow further.
We declined this project at that time because while the scenario was “1-on-1” service, we wouldn’t have much to add to the company’s situation, and we advised them to find a way to do the same work but in a way that could reach more people.
A few months later, they contacted us again with a new format of courses. Instead of individual guidance, it was now an online “subscription” format, and there were already more than 500 students paying from R$ 100 per month.
As we began the work, we discussed how to transform the structure of “launches” into a perpetual funnel.
In 2019, the total revenue was approximately 200 thousand reais.
In 2020, we jumped to 1.5 million in gross revenue and a base of about 20 thousand leads (with 5 thousand “engaged”, with an email open rate of approximately 30%).
What caused this leap?
Company Scenario
ADN Concursos is very active on social media, mainly through the founder’s profile.
In addition to being very active on social media, he has always said things “out of the ordinary”.
He is exactly the embodiment of the transformed avatar, who went from “zero” to being approved in 14 exams (including the country’s most difficult one).
His story, of everything he tried that didn’t work, is the same pain as the clients’.
And he really found and created his own study method that works very well.
From the beginning, the movement has always been to attract people through social media (and later we did various works with paid traffic and also YouTube videos).
As soon as we started the work, we needed to move away from the initial planning to focus on launching a “rare” exam, which takes many years to be released.
We built the following structure:
We created a pre-registration page for interested parties, with most of the traffic coming from social media;
We set up an email sequence with:
- what was the specific difference of that exam compared to others;
- 3 contents with mega tips for those who are studying;
- bibliography,
- we showed that there would be guidance from 2 mentors simultaneously;
- we showed testimonials and how the 1st week of study would be;
- a live Q&A session before and during the “open cart”;
It was a campaign done in less than 2 weeks, and it generated almost 50 thousand reais in revenue.
This unexpected launch was great because it already helped us validate the communication we were building for the other courses.
We focused on creating Micro Funnels, as follows:
- The interested student would register on a “Waiting List” and start receiving a nutrition sequence;
- On the “3rd day” of this sequence, he was notified that new spots would be opened for him to register;
- On the “5th and 6th” day, he had a window of only 48 hours to register for the desired course.
To create “real scarcity”, effectively closing registrations, we used the DeadlineFunnel tool.
Even with a small number of leads, we managed to generate very high revenues.
Just to give you an idea, with only 14 leads, we generated a revenue of 7 thousand reais.
And another detail: If the lead tries to re-enter the waiting list using the same email, it is possible to identify this and open only a 24-hour window for him to buy instead of the original 48 hours.
And if he tries to register again a third time, access to the offer is denied. (yes, if he used a new email it is possible to bypass it, but statistically very few do this)
This “punishment” for not buying drives people crazy.
So much so that in December 2020, we decided to close general access to mentoring for a reformulation (it was reopened in March 2021).
We had MANY “last chance” sales, from people who couldn’t buy before or were “denied” to buy.
This combination of 14 micro funnels, plus the “last chance” in December 2020, led us to this revenue in 2020.
And it’s also worth mentioning, there is an active sales team whenever a lead is interested in a particular course.
Challenges
