Project:
Email sequence, landing page, and Longform Sales Page to launch a course, The Mindful Gut Group Coaching Program™ by my favourite gut-health dietician, Amanda Sauceda.
Approach:
Amanda’s brand is this delightful mix of hard science and deeply relatable details. Her instagram is full of solid gold scroll-stoppers like, “Coffee Poops… what’s the deal?”
In addition to learning a BSc-worth of info about digestive health, I had to to connect the technical info to Amanda’s very personal service. So, I scoured her client testimonials, Yelp reviews, and threads on Reddit to gather super vivid and recognizable situations for people who experience digestive adventures.
Like that moment when you’re at a restaurant and you realize you’re not going to make it home before your gut has an intense response to your meal. And suddenly it matters to you more than life itself whether the bathrooms are located down a long hall or just barely off the dining floor, because stuff’s about to get real and you’re not sure your Tinder date is going to understand.
Those kind of specific, relatable details makes Amanda’s subscribers adore her content, and they’re the secret herbs and spices that make any marketing content hit square in the center of mass for persuasion.
Process
For Amanda’s course launch, we built out a six-step funnel that is sketched out in the table below. I developed the strategy and got Amanda’s feedback and approval with outlines that showed how we were going to make her readers laugh and cringe and draw nearer. Then, I wrote all of the copy, including detailed instructions on how to set up the emails to sequence, segment, and opt-out properly. It gave her readers a smooth, friendly experience that kept them in the driver’s seat of their content and purchasing.
I also wrote a static sales page on Amanda’s website to promote the course full-time, showcase her expertise, and gather a waitlist between launches.
Email Sequence Samples:
The full sequence had twelve emails that moved readers through stages of increasing awareness about their problem, new, easier, and better solutions, and the absolutely amazing fit of Amanda’s program for their needs:
1. Feeling frustrated with their impossible-to-maintain elimination diets
2. Getting curious about other methods for managing their sensitive digestion
3. Wondering if paying more attention to their digestive cues would reveal new insights and easier ways to cope
4. Believing that Amanda’s 90-day support group would give them brand new ways to care for their digestion with less stress, more flexibility, and more room for fun.
Samples from the sequence
The full funnel is too long to post here (and unless you need reading material for an especially long bathroom session, you’re not gonna read it all), so here’s the highlight reel. These snippets are some of the squishiest tangible details that were so crucial in Amanda’s voice.
You probably felt better for a while on a super-structured diet. But those same seven recipes started to taste like craft paste, didn’t they?
If you use this journal consistently, you’re going to learn your body’s signals that tell you exactly which foods are okay to incorporate, as well as how much, and when. No more 2 a.m. regrets and bargaining with the porcelain gods to please just open up your guts and take this burden from you.
But more often than not, focusing on avoiding “bad foods” paints you into a corner. You have to give up something that brings you joy with nothing that comes close to replace it. Like, coconut ice cream is okay. But it’s not a double-chocolate-peanut-butter-brownie-batter-Blizzard. It’s a net loss in happiness.
I’m not saying you can go ahead and sink your teeth into that 72 lb wheel of parmigiano. But if you’ve got a craving, and your other gut-health factors are in good shape, you might be able to savour some of that angel-kissed lactose on your dinner.
Wouldn’t it be amazing if you could enjoy something forbidden, like a bowl of popcorn while you binge-watch Bridgerton, and not worry about methane-poisoning your dog?
This is your chance to take all of that effort you’re already pouring into your gut health – the Pinterest-scrolling, podcast-devouring, diet-after-diet attempts to find THE answer, and finally understand what your body has been whispering all along.
Whether or not you join us inside the course, you’re still going to be planning meals, buying groceries, and getting hungry when you’re on the go. And you’re going to be invited to social eating events, sitting in front of waitresses, drive-through speakers, and well-meaning friends who ask, “What would you like to eat?” And the clock is going to be ticking, like that terrifying game “Perfection” from the 80’s, threatening to punish you with a shotgun bang and an explosion of sharp plastic pieces if you’re too slow. Wouldn’t it be nice to just know right away what your gut wants?
You COULD just say, “I’m just gonna stick with eating whatever my kids, partner, and friends eat. Having to find a bathroom for an emergency poop during the carpool isn’t that big of a deal.” But we both know you’re over that, aren’t you? That’s why you’re still here, and that’s why I do what I do. Because you deserve better.
Sales Page Sample
After the Insta posts and email sequence, we announced and promoted the course, directing readers to this sales page that brought the whole narrative together.
The Mindful Gut Group Coaching Program
Want your own funnel or email sequence?
Get in touch and I’ll set you up.
Collective Uplift Copy 