Marketing Strategy for Personal Development Infoproduct

4d (edited) • Premium

Context:

Freedom Academy is a mentorship to help people maximize their freedom and unlock their true potential, mainly by counteracting addictions and bad habits, particularly digital ones.

We help people (mostly men) struggling with focus, procrastination, excessive screen time, low productivity, and low motivation.

Most of them are aware of their problems, but what they've tried so far didn't work: screen time apps, quitting cold turkey, sheer willpower and isolated productivity hacks.

Strongest proof we have that Freedom Academy works:

- 49% average screen time reduction (Stage I, 80 days)

- 200+ written testimonials acknowledging improvements in all these issues and other positive side effects (weight loss, confidence)

- TODO: I'll do a survey to compliantly say "87% of mentees said Freedom Academy improved their focus", and some interviews (or direct requests) for video testimonials

What is Freedom Academy exactly:

- Program divided into 3 stages, each one having Stage II and III specific requirements to qualify

- Video course: Each Stage has 10 videos, each video talking about a problem and how to solve it

- Tasks and quizzes: After each video, you get 1-2 tasks to do and a quiz to answer, to consolidate the info better

- Gamification: We use the same psychological triggers of social media but to help you feel better with a habits tracking system (leaderboards, Freedom Score, streaks)

- Freedom Community: Exclusive Discord server with the Freedom Academy team and fellow mentees, to hang out, ask questions, share memes and mold the program with us

What makes Freedom Academy different:

- Procrastinator-proof action: Easy daily and weekly tasks week that take less than 5 minutes

- 1 week cooldown: You can't binge-watch every session, making less likely to get overwhelmed by all the info before taking any action

- 1-on-1 follow-up: Juani, the mentor, will stay on touch, celebrating your wins, encouraging you when relapsing, and answering any questions you have along the way

- We don't promise overnight, shallow improvements: While lot of mentees start seeing results after the first few weeks, the program's goal is to build a solid foundation, and that requires consistent, sustainable action, not 1-day extreme efforts.

About the pricing:

Freedom Academy follows a subscription model:

- Silver: $22.99 for 100-day access to Stage 1

- Gold (the one we intend to sell more of): $39.99 for 200-day access to Stage I and II

After their days expire, they have to recharge days (about $15 per year).

We'll probably add a guarantee for people that completed the program and didn't see any results (almost impossible lol).

About our marketing:

Most leads came from the founder's podcast in YouTube and a few guest appearances of him in other podcasts.

Now we want to test paid ads and grow organically on IG and TT with short-form content.

I'm on charge of the marketing, with almost complete freedom to apply what I think will work best.

I have:

- $150 monthly budget (for ads, software, subcontracting)

- A dev team to create the landings and other software solutions

- No "creatives" team. Just me for now

What I plan to do:

1. Rework the current sales page, and spice-up the offer, laying out specific outcomes, bonuses, guarantees, adding fascinations for the videos, etc. (https://www.freedomacademy.app/en)

2. Launch a Meta ads campaign, combining:

- 3-5 ideas/problems (e.g. hard to focus)

- 3-5 formats (video and static)

- 3 hooks (will use creative testing feature to avoid getting the same Entity ID)

PS: We may test YT in the future. Just thought Meta would be faster to get started

3. Post 1 video daily from Mon to Fri to IG/FB reels, TT, and Shorts, using excerpts of podcasts, some of the ads, and excerpts from the program's videos

I wanted to check to double-check if I was prioritizing correctly (for example, I don't think A/B testing the landing is worth it before we find winning ads)

Looking forward to your suggestions. Thank you!

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