Starting in November 2024, we overhauled the strategy and messaging across her entire funnel.

Mapped the messaging to her actual market. Before writing a word of copy, we dug into what her market thinks it wants versus what it actually responds to, the belief shifts that move a massage therapist from curious to committed, and the triggers that drive action. Every ad, page, and funnel touchpoint got built on that foundation.

Engineered EPIC ads to bring in buyers, not clicks. Our signature long-form ads pre-qualify the audience before they ever click. While everyone else chases 3-second hooks, EPIC ads build belief in the feed, which means the leads arriving at Joanna's pages are serious buyers ready to invest at premium price points. That lead quality is also what trains the algorithm to go find more of them.

Restructured the strategy to sell a $1,500+ program in under 48 hours. Cold traffic to sold, through strategic sequencing, offer positioning, and messaging that removes friction while building urgency. Same funnel structure, completely different results, because the strategy and the message are what move buyers through it.

Ran multivariate optimization at every step. Using orthogonal arrays, we test headlines, images, and layouts simultaneously and track every change to bottom-line revenue. Her webinar registration page was converting below 5% when we started. We drove it to 29%, nearly double the 15% industry standard. A recent test added another 24% lift on top. And offer positioning tests raised her average order value from $873.87 to $948.43, an extra $74.56 on every single transaction.

Kept the messaging cohesive from ad to checkout. When someone clicks an EPIC ad, the landing page reinforces the same beliefs. The webinar continues the story. The checkout page closes with the same psychology. That alignment is why conversion holds steady as spend scales instead of collapsing.