✅ The Offer
When it came to crafting the offer, we knew we needed something new and exciting for Cheryl’s audience in order to have a 7-figure launch.
Cheryl's followers had been asking for live coaching for years but she never offered it before.
We created the Live Vocal Star Academy - a 6-week live, interactive group coaching program that allowed students to learn how to transform their singing from Cheryl in real-time.
✅ The Name
Most marketers don’t place enough importance on choosing the right name for their offers. A strong name does more than just describe a product - it creates images and emotions in the mind.
"Vocal Star" symbolizes more than just improving singing skills - it’s an identity transformation. By joining the program, students wouldn't just become better singers - they'd become vocal stars.
We added "Live Academy" to emphasize the interactive, real-time structure of the program while communicating participants will get a hands-on experience with Cheryl herself (and sets the program apart from her pre-recorded courses).
✅ The Pricing
Getting the price right is the key to scaling any offer. For Cheryl's new program, we aimed higher than her existing products to ensure a big launch.
We analyzed the market, competitors, and existing data while also factoring in Cheryl charges $1,000 per hour for one-on-one coaching.
Our goal was to make the offer feel valuable but still within reach for her audience. We settled on $397 for the full program.
This strategic pricing allowed participants to access high-caliber coaching at just $66 per lesson - a fraction of the cost of her one-on-one sessions.
✅ The Upsell: Monetize Your Music
Creating high-converting upsells is all about solving new problems that come up after someone buys the front-end product - people only buy solutions in problem states.
For Cheryl's program, we created "Monetize Your Music" as the upsell. This addressed a new challenge: after learning to sing, how do you become known and make money from your passion?
The upsell covered topics like building a personal brand, growing an audience, and making income from music. This allowed us to increase the average order value of each customer allowing us to spend more on paid traffic to acquire each customer.
We tested two different price points ($97 and $197) - more information on that later.
✅ The Downsell: Monetize Your Music 3-Pay
If someone says no to the full-price upsell, we don't just let them go. Instead, we offer them a chance to get the same great product, but with a more flexible payment plan.
We created a 3-pay version of "Monetize Your Music" for those who couldn't afford the full amount right away.
By offering this payment option, we capture sales that might otherwise be lost. It's a win for customers who get more time to pay, and a win for us as we increase overall conversions and revenue.