01 · THE SITUATIONGreat product. The path to it was the problem.
Pia runs Dream Book Academy, a $997 program for coaches, creatives and leaders writing self-help, spiritual and memoir books. The product had raving testimonials. She could even get cheap leads from her own ads.
What happened after the opt-in was the leak. Her free PDF sat on an old landing page ("It's kinda ugly lol, my site is outdated"), the welcome emails ran over 9 days and landed in Promotions, and the thank-you page did nothing. Ads got switched on and off because she couldn't see where the money went.
Meanwhile she was worn out from 1:1 work and launching by hand. Our diagnosis: traffic wasn't the issue. Getting that traffic to step up to a mid-tier academy was.
02 · WHAT WE BUILTA path from a $7 download to a $997 academy.
Assessment + funnel map
We pulled every old page, PDF and email into one hub, wrote a funnel assessment and drew the whole journey as a visual map.
A free PDF becomes a Playbook
Renamed, restructured and rewritten: two chapters merged into "Reader & Message Clarity", journal prompts turned into coaching-style sentences, and a CTA into the academy at the end. Priced at $7 so buyers become customers on day one.
Landing page + member's portal
A premium Simplero page with Pia's photos and an order bump. Inside the portal: a welcome video, her guided meditations and prompts as bonuses, and a closing video that pitches the academy.
Upsell + nurture
A video upsell page for a $500 quick-access offer, and a nurture cut from 9 days to 5: seven emails, ending with two a day.
Downsell + ads
A "Don't have $500 today?" payment-plan video, then the ads plan: three video styles, image ads with Pia's face, and retargeting with Reels and testimonials, all pointing at the Playbook first.
03 · WHAT HAPPENEDThe funnel started selling on day 1.
The funnel paid for itself within the first few weeks. The ads now fund her visibility instead of draining it, and the academy sells through the funnel instead of through her calendar.
Pia trusted the work enough to send us another client, which is still our favourite kind of result.
I'm scaling. I'm more visible. I'm in my zone again.
Pia Edberg, Dream Book Academy
When sales add work instead of freedom, you're a Maestro.
Pia didn't need more leads. She needed every lead to reach the academy without her in the middle. That's what the Maestro container is for.
Work with us