Product: The Focus Program, a science-backed brainwave audio program to boost concentration and attention.
My task: Build a product launch campaign featuring landing pages, email campaigns, and social media ads. Create a comprehensive content strategy and write the copy for each piece of the campaign.
Challenges: Authentically reach a skeptical audience that has likely already tried several other solutions with disappointing results; differentiate the product from a crowded market of focus-boosting supplements and productivity apps.
Outcome
Success! Over 100,000 units sold and counting!
Market research & messaging strategy
My process included extensive topic research, target customer interviews, competitive analysis, and SEO research.
My research turned up important discoveries, including the specific words and phrases the target audience uses to describe the problem, and the other failed solutions they had already tried.
Copywriting samples
I wrote the copy for three different landing pages. We used two of the landing pages for A/B split testing. The third landing page targeted a specific segment of the audience: people with ADHD. I also created the copy for Facebook ads.
Landing page #1
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Landing page #2
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Landing page #3
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