Portfolio: Case Study – SoundSynthiaHQ.com
SoundSynthiaHQ.com Improves Sales of Software Video Training Course by 197 Percent
Challenge
Steve Frasier from SoundSynthiaHQ.com has built an impressive website devoted to a wildly popular virtual synthesizer named SoundSynthia, used by rap artists, electronic musicians, studio producers and famous DJs around the world. SoundSynthiaHQ.com features interviews, tutorials, production tips, and reviews.
Frasier began selling an introductory-level video training course on the site. The course walks new students through a complete rundown of SoundSynthia basic skills and techniques. However, sales were slow despite plenty of traffic and promotion.
Solution
After talking with several candidates, Frasier asked copywriter and marketing consultant Joe Ghostwriter about rewriting the sales page. “There are many copywriters who can write a standard sales letter,” Frasier said. “I wanted a copywriter who understands the minds of budding music producers and could craft copy around what is important to them.”
Frasier determined that the original sales copy had plenty of facts and figures but little emotional impact. “Music producers and artists do want facts and statistics about their software products. But they are in music because they love it. You need to capture that passion in your sales copy. Ghostwriter had the industry knowledge and style I was looking for.”
Results
Ghostwriter used plenty of sub-headlines to make the copy cleaner, clearer and more exciting to read. Rather than a clinical summary of features, he demonstrated benefits utilizing everyday language and terms real music producers use. He broke down each video in the series, creating a series of sales bullets that slowly built immense desire for the product.
“As soon as I posted the new copy, I knew we had a winner,” Frasier said. “Ghostwriter’s copy increased sales of our old page by 197%.” After this success, Frasier tapped Ghostwriter to write seven more sale letters, three more for SoundSynthiaHQ.com and three for a brand new site centered on a different music product.
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Note: Company and personal names have been changed per NDA.