Client profile: The $99k course launch at 97% profit

His launches have grossed multiple six figures over the years.

He left a stable job as a dentist to write on the internet.

He’s living life on his terms.

He’s Kieran Drew.

Today, Kieran posted a deep dive into the launch of his latest course, Magnetic Emails.

Here’s some of the metrics Kieran mentions in his post:

• Total revenue: This is the sexy headline that everyone wants. The dramatic $99,604 in revenue only comes from hard work and dedication. This is the result of paying attention to hundreds of little details. And as a result of paying attention to these details, that number will continue to climb.
  ​
• Revenue per email: Not enough course creators pay attention to this metric. What he didn’t report on (but I am sure he’s tracking) are some individual metrics. In cases like this you want to know which of emails have the highest click through rate. These isolations can tell you a lot. You can analyze buyer behavior by looking at which messages drive action most. From there you can dive even deeper. You can being to uncover underlying motivations, most effective time of day, and so much more.
  ​
• Frequency: Kieran sent at least two emails per day during his launch. Yes, you can over-do it, but sometimes it comes down to “the more you tell, the more you sell”. Many think you can send one email a day during cart open and hope your customers read it… and then take action. Sometimes that’s a lot to ask.
  ​
• Conversion rate: At 35,000 email subscribers Kieran’s conversion rate came in at 0.61%. Let that sink in. Even with a long pre-launch campaign, 2x daily emails, and a killer sales page, he didn't break a 1% conversion rate. The key message here is to keep your expectations grounded in reality.
  ​
• Margins: Kieran reports his out-of-pocket costs at $2,000, which placed the launch profit margin at 97.9%. Now, as he states, the $2k is in hard costs, and doesn’t account for his time. But here's the thing... every hour he spent working on the course and the launch paid off both now and in the future. The more passive his income becomes, the higher the margins climb.

Things to keep in mind:

• Offers matter: Kieran maximized his average order value (AOV). Since he paid attention to the right details, he keyed in on what I call The 9 Offer Elements. When you know how to relate each part of your offer together (the right way), the numbers reflect it.
  ​
• Quality matters: Kieran could have moved faster. He could have cut corners. But I know first-hand how important quality is to him. Kieran knows that quality is brand-building and the long-term play pays off.
  ​
• The big picture matters: Kieran knows that even though he’s reporting some amazing numbers, that's not the whole story. There will be refunds. His payment plan will have rebilling failures. Not all parts of a launch are rosy. Plan accordingly.

What makes this all possible?

As you can guess… a lot.

Kieran has spent years cultivating a dynamic relationship with his audience.

His hard work is paying off like crazy.

Whether he sells a product, or makes a free resource available - quality is one of his key differentiators.

He shows up.

Every time.

Now, I won’t take any credit for any of Kieran’s incredible results, but I did get the honor of playing a part in his story.

In early 2024, Kieran asked me to do a comprehensive review of High Impact Writing.

And I can see the feedback I gave resonate deep into Magnetic Emails.

Kieran’s execution is well worth studying both from a launch and a product perspective.

‍