Case Study: Internet Master Series

Little Changes Lead to Dramatic Results

When Lynn Carnes and her business partner started the Internet Master Series in 2006, they had all the pieces in place for a huge success.

The guest lineup for their free series of teleseminars included the biggest names in the Internet Marketing world. Each of their guests had agreed to promote the series to their lists of thousands of targeted subscribers. And a sales letter web page had been written to convert these visitors into paid subscribers who would receive audio files and transcripts of each call for their marketing libraries.

So what went wrong?

“The sales letter wasn’t converting,” explains Lynn. “I had done a lot of reading and had even modified a successful letter for my own purposes, but it was only converting at about 0.5%. I knew we could do much better than that.”

A quick call to Fossum Creative proved that she was right. When her revised sales letter was sent back to her a few days later, the changes were dramatic, and so were the results.

“We needed a headline that popped and really spoke to the needs of Lynn’s target audience,” said Cory Fossum, Principal at Fossum Creative. “We also reworked the offer to make it more compelling and urgent, while improving the layout and flow of the web page itself.”

The rewritten sales letter changed more than the copy and design on the web page. It changed the results, too. Within two days, the new copy was converting at 3.13% — a nearly 600% improvement.

The impact of so many new subscribers was felt immediately in the bottom line for the Internet Master Series. And the arrival of so many new listeners to each call
invigorated both the presenters and their guests, who were able to get their
messages out to more people in less time.

“In addition to being very effective, Fossum Creative was fantastic to work with,” said Lynn. “They were quick to deliver the results we needed, and just ‘got it’ in terms of what we were trying to accomplish. I will work with them again whenever I need great copy.”