{"id":8008,"date":"2020-09-08T18:21:03","date_gmt":"2020-09-08T18:21:03","guid":{"rendered":"http:\/\/blog.growthtools.com\/?p=8008"},"modified":"2021-02-04T16:59:44","modified_gmt":"2021-02-04T16:59:44","slug":"client-week-johnn-four","status":"publish","type":"post","link":"https:\/\/blog.growthtools.com\/?p=8008","title":{"rendered":"Client of the Week: Johnn Four"},"content":{"rendered":"<p class=\"c1\"><span class=\"c2\">Almost every successful online course creator I know can look back and point to a critical inflection point in their business.<\/span><\/p>\n<p class=\"c1\"><span class=\"c2\">The moment when the path to sustainable, long-term growth became crystal clear.<\/span><\/p>\n<p class=\"c1\"><span class=\"c2\">Most of the time, that inflection point was when they discovered their pillar product\u2014that one flagship offer that\u2019s powerful enough to be the core of your business.<\/span><\/p>\n<p class=\"c1\"><span class=\"c2\">For example, back when I created online courses and digital products, it took a couple years to figure mine out.<\/span><\/p>\n<ul class=\"c7 lst-kix_523to9fmlm0e-0 start\">\n<li class=\"c1 c3\"><span class=\"c2\">First, I created a course that helped people create animated explainer videos (I can\u2019t even remember its name)<\/span><\/li>\n<\/ul>\n<ul class=\"c7 lst-kix_523to9fmlm0e-0\">\n<li class=\"c1 c3\">Then I made\u00a0<em><span class=\"c4\">The Vault<\/span><\/em><span class=\"c2\">\u00a0\u2014 a list of all the contractors I worked with, workflows for interacting with those contractors, and swipe files I\u2019d collected<\/span><\/li>\n<\/ul>\n<ul class=\"c7 lst-kix_523to9fmlm0e-0\">\n<li class=\"c1 c3\">In 2015, I launched\u00a0<em><span class=\"c4\">10k Subs: How to Get Your First 10,000 Subscribers<\/span><\/em><span class=\"c2\">\u00a0\u2014 a course that helped people build an email list of 10,000 subscribers<\/span><\/li>\n<\/ul>\n<p class=\"c1\"><span class=\"c2\">10k Subs became my pillar product.<\/span><\/p>\n<p class=\"c1\"><span class=\"c2\">It solved a specific, painful problem, yet it applied to almost everyone my content was attracting.<\/span><\/p>\n<p class=\"c1\"><span class=\"c2\">Having that pillar product in place made growing the business 10x simpler than it was before. It\u2019s not a coincidence that the next few years of revenue looked like this:<\/span><\/p>\n<p class=\"c1\"><img decoding=\"async\" title=\"\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" data-src=\"https:\/\/lh6.googleusercontent.com\/PyglHaAKeeUkpoTar9abxx0DJ17rJj6-rUGzcB3B2114d86BPsB9BH1odJ3ww-z9jSgF-RBCv9VIlbm0ESKN2ayvoNzJXGL16CjIxjYdXjQUTa3piYGJQhY1qhVul6BtBY3Re2lJ\" alt=\"\" \/><noscript><img decoding=\"async\" title=\"\" src=\"https:\/\/lh6.googleusercontent.com\/PyglHaAKeeUkpoTar9abxx0DJ17rJj6-rUGzcB3B2114d86BPsB9BH1odJ3ww-z9jSgF-RBCv9VIlbm0ESKN2ayvoNzJXGL16CjIxjYdXjQUTa3piYGJQhY1qhVul6BtBY3Re2lJ\" alt=\"\" \/><\/noscript><\/p>\n<p class=\"c1\"><strong><span class=\"c6\">But how do you actually figure out and create your pillar product?<\/span><\/strong><\/p>\n<p class=\"c1\"><span class=\"c2\">Fortunately, one of our clients not only just went through the process of developing his&#8230;<\/span><\/p>\n<p class=\"c1\"><span class=\"c2\">&#8230;he also launched it and generated 299 sales for a total of $29,000.<\/span><\/p>\n<p class=\"c1\"><span class=\"c2\">Below, I\u2019m going to show you the plan he followed to do it.<\/span><\/p>\n<p class=\"c1\"><strong><span class=\"c9\">The Client:<\/span><\/strong><span class=\"c2\">\u00a0Johnn Four<\/span><\/p>\n<p class=\"c1\"><strong><span class=\"c9\">His Business:<\/span><\/strong>\u00a0Johnn\u00a0is the founder of\u00a0<span class=\"c10\"><a class=\"c15\" href=\"https:\/\/www.roleplayingtips.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">RoleplayingTips.com<\/a><\/span><span class=\"c2\">, a website that helps people who play tabletop role-playing games become better game masters.<\/span><\/p>\n<p class=\"c1\">Remember when they play Dungeons &amp; Dragons in\u00a0<em><span class=\"c4\">Stranger Things<\/span><\/em><span class=\"c2\">? That\u2019s a classic tabletop RPG.<\/span><\/p>\n<p class=\"c13\"><img decoding=\"async\" title=\"\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" data-src=\"https:\/\/lh4.googleusercontent.com\/NjbYUZOOpw2RNZvhRVfX34NyVsi10Aa4Q2dY5jWlthfhExBVijvRWbwk34OcpIY8Lb-e0qeu6XZAqvL-hccHfRPyk1dnfH_76dxYZEGnQ6vkl47ATlU-ybRU-6WBd-Z--5Oy8cLG\" alt=\"\" \/><noscript><img decoding=\"async\" title=\"\" src=\"https:\/\/lh4.googleusercontent.com\/NjbYUZOOpw2RNZvhRVfX34NyVsi10Aa4Q2dY5jWlthfhExBVijvRWbwk34OcpIY8Lb-e0qeu6XZAqvL-hccHfRPyk1dnfH_76dxYZEGnQ6vkl47ATlU-ybRU-6WBd-Z--5Oy8cLG\" alt=\"\" \/><\/noscript><\/p>\n<p class=\"c1\">Mike is the game master (AKA the person who organizes the game, sets the story, etc.). Doing it effectively is a lot harder than you might think, and\u00a0Johnn<span class=\"c2\">\u00a0sells a variety of online courses, ebooks, and tools that help people master it.<\/span><\/p>\n<p class=\"c1\"><span class=\"c2\">In fact, he has a whole page on his site listing them out:<\/span><\/p>\n<p class=\"c1\"><img decoding=\"async\" title=\"\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" data-src=\"https:\/\/lh3.googleusercontent.com\/6plV1UH3b7VRkg13AXar9tui_dLBhCtjlhLZgTNl81yc2nTVbuKxrm0UEElNROmPZiyX0gT_0T8__ulL_3daETx8FyvN8doKQ6iq4xD2B41--zjcBkMIygpx7oc311wRdhvz6CzO\" alt=\"\" \/><noscript><img decoding=\"async\" title=\"\" src=\"https:\/\/lh3.googleusercontent.com\/6plV1UH3b7VRkg13AXar9tui_dLBhCtjlhLZgTNl81yc2nTVbuKxrm0UEElNROmPZiyX0gT_0T8__ulL_3daETx8FyvN8doKQ6iq4xD2B41--zjcBkMIygpx7oc311wRdhvz6CzO\" alt=\"\" \/><\/noscript><\/p>\n<p class=\"c1\"><span class=\"c2\">Despite having all of those products, he still didn\u2019t have that one core offering he could lean on as his \u201cpillar.\u201d<\/span><\/p>\n<p class=\"c1\"><span class=\"c2\">That\u2019s where we came in.<\/span><\/p>\n<h2 class=\"c1\"><span class=\"c14 c9\">How Johnn Discovered His Pillar Product and Launched It in 2 Months<\/span><\/h2>\n<p class=\"c1\"><span class=\"c2\">The biggest mistake people make with their pillar product is not validating it first.<\/span><\/p>\n<p class=\"c1\"><span class=\"c2\">It\u2019s easy to tell yourself you already know what your audience wants. Especially if you\u2019ve launched a successful product or two in the past.<\/span><\/p>\n<p class=\"c1\">But the last thing you want to do is put a ton of time and energy into creating what you\u00a0<span class=\"c4\"><em>think<\/em>\u00a0<\/span><span class=\"c2\">can be your pillar product, only to hear crickets when you finally share it with the world.<\/span><\/p>\n<p class=\"c1\"><span class=\"c2\">As Johnn put it, \u201cThe validation and iteration steps leading up to launch ensured my offer and sales page were dialed in.\u201d<\/span><\/p>\n<p class=\"c1\"><span class=\"c2\">So how did he validate?<\/span><\/p>\n<ul class=\"c7 lst-kix_7t9prkq8s1a8-0 start\">\n<li class=\"c1 c3\"><span class=\"c2\">Looked at his website analytics to get product ideas likely to win (seeing what\u2019s popular on your site is a great way to point yourself in the right direction)<\/span><\/li>\n<\/ul>\n<ul class=\"c7 lst-kix_7t9prkq8s1a8-0\">\n<li class=\"c1 c3\"><span class=\"c2\">Created short product offers to think things through<\/span><\/li>\n<\/ul>\n<ul class=\"c7 lst-kix_7t9prkq8s1a8-0\">\n<li class=\"c1 c3\"><span class=\"c2\">Narrowed them down to his best idea \u2014 the one that hit the sweet spot of what his audience wanted and what he wanted to build\/sell<\/span><\/li>\n<\/ul>\n<ul class=\"c7 lst-kix_7t9prkq8s1a8-0\">\n<li class=\"c1 c3\"><span class=\"c2\">Created a test offer and validated it with carefully selected segments of his audience with real transactions (pre-sales)<\/span><\/li>\n<\/ul>\n<p class=\"c1\"><span class=\"c2\">After that work, he had what he needed to create his product: The Epic Adventure Building Game Plan.<\/span><\/p>\n<p class=\"c1\"><img decoding=\"async\" title=\"\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" data-src=\"https:\/\/lh5.googleusercontent.com\/yip2Sssl9psnwXeE2ssIpoc1IwVq6nvWr3TDn6rCAiUQM-msGlfVMJ0zeSRIpRkUnwbOch-yVnwkvilDg5zDBUlkGaif5kYH9FtCq1AFY4l_IQd3bSRdhfVATuAwunJrh_BQKsYK\" alt=\"\" \/><noscript><img decoding=\"async\" title=\"\" src=\"https:\/\/lh5.googleusercontent.com\/yip2Sssl9psnwXeE2ssIpoc1IwVq6nvWr3TDn6rCAiUQM-msGlfVMJ0zeSRIpRkUnwbOch-yVnwkvilDg5zDBUlkGaif5kYH9FtCq1AFY4l_IQd3bSRdhfVATuAwunJrh_BQKsYK\" alt=\"\" \/><\/noscript><\/p>\n<p class=\"c1\"><span class=\"c2\">From there, the process was simple:<\/span><\/p>\n<ul class=\"c7 lst-kix_7t9prkq8s1a8-0\">\n<li class=\"c1 c3\"><span class=\"c2\">We coached him through translating his validation process into the killer sales page you see above<\/span><\/li>\n<\/ul>\n<ul class=\"c7 lst-kix_7t9prkq8s1a8-0\">\n<li class=\"c1 c3\"><span class=\"c2\">He surveyed his audience and tweaked the sales page based on responses to refine the copy<\/span><\/li>\n<\/ul>\n<ul class=\"c7 lst-kix_7t9prkq8s1a8-0\">\n<li class=\"c1 c3\"><span class=\"c2\">He used our bonus creation process to make his offer even more enticing<\/span><\/li>\n<\/ul>\n<ul class=\"c7 lst-kix_7t9prkq8s1a8-0\">\n<li class=\"c1 c3\"><span class=\"c2\">We gave him our playbook for planning and executing his launch from start to finish<\/span><\/li>\n<\/ul>\n<ul class=\"c7 lst-kix_7t9prkq8s1a8-0\">\n<li class=\"c1 c3\"><span class=\"c2\">He created a 3-email sequence to warm up his audience<\/span><\/li>\n<\/ul>\n<ul class=\"c7 lst-kix_7t9prkq8s1a8-0\">\n<li class=\"c1 c3\"><span class=\"c2\">Created a 1-week sales email sequence for his course<\/span><\/li>\n<\/ul>\n<ul class=\"c7 lst-kix_7t9prkq8s1a8-0\">\n<li class=\"c1 c3\"><span class=\"c2\">Got our feedback on his entire launch funnel<\/span><\/li>\n<\/ul>\n<ul class=\"c7 lst-kix_7t9prkq8s1a8-0\">\n<li class=\"c1 c3\"><span class=\"c2\">Executed like a champ<\/span><\/li>\n<\/ul>\n<p class=\"c1\"><strong><span class=\"c6\">The Stats:<\/span><\/strong><\/p>\n<ul class=\"c7 lst-kix_3zazb9m9hbw6-0 start\">\n<li class=\"c1 c3\"><span class=\"c2\">Johnn generated 299 sales @ $97 each<\/span><\/li>\n<\/ul>\n<ul class=\"c7 lst-kix_3zazb9m9hbw6-0\">\n<li class=\"c1 c3\"><span class=\"c2\">For a total of $29,000 in revenue<\/span><\/li>\n<\/ul>\n<ul class=\"c7 lst-kix_3zazb9m9hbw6-0\">\n<li class=\"c1 c3\"><span class=\"c2\">Most importantly, he has a clear direction for the future: \u201cNow I have a core product to include in my other marketing operations, and I have a clear and proven model for launching future products.\u201d<\/span><\/li>\n<\/ul>\n<p class=\"c1\"><strong><span class=\"c6\">What Johnn Said:<\/span><\/strong><\/p>\n<p class=\"c1\"><em><span class=\"c4\">\u201cI had struggled to get something to launch\u00a0<\/span><span class=\"c4\">state for<\/span><span class=\"c4\">\u00a018 months. I did not have a pillar product to sell. Growth University actually got me to\u00a0<\/span><span class=\"c4\">launch-ready state in<\/span><span class=\"c5 c4\"> a couple months, including the research period.&#8221;<\/span><\/em><\/p>\n<p class=\"c1\"><em><span class=\"c5 c4\">\u201cFeedback from the GU team improved my sales page, offer, and emails, but they also gave me the confidence and accountability to keep going even though I thought of changing directions a couple of times.&#8221;<\/span><\/em><\/p>\n<p class=\"c1\"><em><span class=\"c5 c4\">\u201cFeedback from customers has been overwhelming and positive. They are so engaged in my course area, where before it was crickets. The launch really got folks excited, and it positioned me, my business, and my product in a way that was congruous, meaning I could be myself, market myself, and earn the kind of awesome customers that are a pleasure to serve.\u201d<\/span><\/em><\/p>\n<p class=\"c1\"><strong><span class=\"c9\">Do you want us to personally help you validate and launch your pillar product?<\/span><\/strong><\/p>\n<p class=\"c1\"><span class=\"c2\">This month, we\u2019re looking for 15 new course creators, consultants, or coaches who are looking to do exactly that.<\/span><\/p>\n<p class=\"c1\"><span class=\"c2\">When you click the link below to schedule a free Strategy Session with my team, we will\u2026<\/span><\/p>\n<ul class=\"c7 lst-kix_5kede0lnstws-0 start\">\n<li class=\"c1 c3\"><span class=\"c2\">Audit your business<\/span><\/li>\n<li class=\"c1 c3\"><span class=\"c2\">Pinpoint your opportunities for growth (just like we did for Johnn)<\/span><\/li>\n<li class=\"c1 c3\"><span class=\"c2\">Map out a personalized, step-by-step plan<\/span><\/li>\n<li class=\"c1 c3\"><span class=\"c2\">If it\u2019s a good fit, invite you to mastermind with me and a select group of other successful entrepreneurs to brainstorm and hold each other accountable<\/span><\/li>\n<\/ul>\n<p class=\"c1\"><span class=\"c2\">Our calendars are open but our time is limited, so grab your spot while they\u2019re still available:<\/span><\/p>\n<p class=\"c1\"><span class=\"c10\"><a class=\"c15\" href=\"https:\/\/lp.growthtools.com\/growth-university?source=clientWeekJohnnFour-blogpost\">Lock in your free Strategy Session with my team &lt;&lt;&lt;<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Almost every successful online course creator I know can look back and point to a critical inflection point in their&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-8008","post","type-post","status-publish","format-standard","hentry","category-case-study"],"_links":{"self":[{"href":"https:\/\/blog.growthtools.com\/index.php?rest_route=\/wp\/v2\/posts\/8008","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.growthtools.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.growthtools.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.growthtools.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.growthtools.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=8008"}],"version-history":[{"count":0,"href":"https:\/\/blog.growthtools.com\/index.php?rest_route=\/wp\/v2\/posts\/8008\/revisions"}],"wp:attachment":[{"href":"https:\/\/blog.growthtools.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=8008"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.growthtools.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=8008"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.growthtools.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=8008"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}