Prosper

Thought Leadership

SITUATION

Prosper Learning had a classic coaching paradigm, including areas of Career / Business, Health, Wealth, Family / Community and Purpose.  They wanted to build more business for their regular coaching programs and to start offering their own proprietary program called Prosper, based on a book they were about to launch.  Their business goals were to fill the capacity of their existing 500 coaches and generate business for an additional 500 coaches.

STRATEGY

Christopher Dilts, Co-Founder of RightSource.Digital  and Brand Excelerator, and was engaged by Prosper to help create a digital marketing campaign to drive both sales the new “Prosper” book and coaching revenue for Prosper.  Prosper was publishes by Berret-Koehler and RightSource has also contributed to other Berret-Koehler book launches as well as book launches with Tarcher, Random House and Llywelyn.

The strategy was to create a viral marketing program that would make Prosper a best-seller.  At the center of the strategy was development of an online proprietary 360° Life Coach Assessment of five major areas, based on the content of the book.  After taking the Assessment, a person would then share the Assessment with friends, family members and co-workers to get additional 360° Assessments of themselves.  The Assessments would be marketed and promoted with an email campaign.

SOLUTION

The Team worked with RightSource Digital to develop and implement the online Assessments, both for the Self-Assessment for the initial person and the 360° Assessment for the additional people they invite on their behalf.  The Assessments and the Prosper book were available on www.prosperbook.com, which the Team also developed and implemented.

The free Assessment was the primary lead magnet.  After each person took the Assessment, they got the results in a beautifully designed report in PDF format.  They also received a free 30 minute coaching session with a Prosper coach. At the end of the coaching session, the Prosper coach would share a conversion offer to close the sale on a year-long coaching program.

The initiative was promoted with an email campaign to existing customers and assessment referrals, to generate highly qualified prospects who matched the ideal profiles of Prosper coaching clients.  On the website and at each step of the marketing funnel, prospects were invited to take the Self-Assessment and then to invite others to take the 360° Assessment.  Book purchase conversion offers were also built in all along the entire pathway.

RESULTS

The Self-Assessment averaged a 7x “Pass-Along,” which means for every person who took the Assessment the average number of people they invited to take the 360° Assessmentwas 7.  In turn, those 7 peoplealso took the Assessment and invited an average of 7 additional people.

The Viral Spiral continued to accelerate the Assessments, book sales and coaching program sales:

  • Over 30,000 people took the assessment in the first month
  • Over 30,000 ideal coaching prospects were created in the first month
  • The Prosper book made it to the #1 position in NY Times, Amazon and USA Today

The Prosper campaign generated 5x the expected prospect goals in the first month.  Prosper Learning achieved and exceeded their book and coaching sales goals.Over 90% of the book sales were attributed to our marketing campaign.

ADDITIONAL PUBLISHERS

The Brand Excelerator team has also worked with other publishers and authors to create best sellers, including:

  • Barrett-Koehler Publishers
  • Random House
  • Tarcher / Penguin, TarcherPerigee
  • Various Self-Published Authors

NEW YORK TIMES BESTSELLER

USA TODAY BESTSELLER