01 · THE SITUATIONThe right expert. The wrong playbook.
Heli holds a PhD, an MBA and ICF accreditation, and has led organisational development in global companies. Her self-paced course, Coaching-Driven Leadership, was built for managers, HR teams and coaches.
Every marketing playbook told her to post more. She had no interest in social media, and her buyers weren't there anyway. Her rules for us were clear: no ad dependency, no slicing up the course, and a full handoff to her assistant, Rose.
A Luminary with a twist: brilliant, invisible, and needing a way to be found that doesn't involve a feed.
02 · WHAT WE BUILTGo where the buyers are.
Our first proposal leaned on marketplaces and a new website. We scrapped it for a 30-day, no-ads roadmap once it was clear her buyers sit in HR departments.
Two sales pages
A B2B page that sells the course as ready to license, with invoicing and FAQs for procurement, and a B2C page for leaders who want to grow on their own.
Teachable, redone
Sales page redesigned, PDF lessons redesigned, new course images, and an affiliate program with walkthroughs for both sides.
A licensing offer
A 13-slide B2B deck: the problem, the modules, two licensing tiers by team size, and a 4-week rollout.
The outreach engine
A LinkedIn SOP with job titles and a 4-point lead checklist, a Google search SOP for RFPs, job openings and event hosts, an outreach tracker, and scripts signed by Rose.
Handoff
Recorded walkthroughs for every task and training for Rose, so Heli stays out of the marketing completely.
03 · WHAT HAPPENEDOne message, three ways to say yes.
Every message Rose sends can turn into an affiliate partner, a corporate licence or a single enrolment. Heli's expertise reaches companies through a channel that fits her, and she isn't the one running it.
Visibility doesn't have to mean posting more.
Luminaries get found when the marketing goes where their buyers already are. Sometimes that's a feed. Sometimes it's an inbox a VA can run.
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