Tobistylx Launch Copy Project

When you’re not a wordsmith or a marketing pro and you want your very first launch to be a huge success, find an expert copywriter who can take the job and run with it.

This is why Tobi partnered with me to handle her launch copy assets.

In this project breakdown, I’ll pull the curtain back and give you a BTS look at what it’s like to create launch copy that gets up to a 10x increase in sales.

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Meet Tobi,

bag pattern design coach

Tobistylx is a bag fashion brand by Tobi Akomolafe where she sells ready-made bags, bag patterns, and courses to craft beautiful bags from scratch. (I got some of Tobi’s bags for myself. So, believe me when I say they are premium products!)

P.S. This woman, who’s doing incredible things, is my forever bestie!

She leads a Facebook group of about 9,000 bag designers and has taught over 5,000 students through free training and paid masterclasses. 

Tobi has helped people build successful bag-making businesses—putting a stop to poverty and helping them impact the world with their crafts.

The need

Tobi was about to launch a course for beginners who were interested in bag making when she reached out to me. 

She had no idea how to plan her launch and messaging and feared that people wouldn’t buy her new masterclass at its price, which is seven times the price of her mini-course. But it’s never about the price. It’s more about how you make them feel about your offer.

She wanted to launch in a private Facebook and Telegram group. No email list, just social media. She knew the guessing game wouldn’t pay off, so she sought out conversion-focused copywriting that would make them buy from me.

The solution

We had a deep dive call that included offer scrutiny and clarity exercises to understand her course’s features, benefits, and transformational promise.

I asked what launch success would mean for her, and she told me that’d be a three-fold increase in course revenue.

I pulled relevant information from the voice-of-customer (VoC) research and infused these findings into her DM scripts, follow-up messages, social copy, and sales page. 

Here are the deliverables she got:

• Tease piece (a free class) landing page—to invite them into a private Telegram group
• Tease piece sequence for members on Telegram
• Pre-launch editorials (calendar planning and social media posts)
• Sales and DM scripts
• Open-cart messaging ideas
• Sales page copy for her masterclass

Copy breakdown

The headline and lead-in

I started with a clear, compelling headline that appealed to the audience of Tobistylx.

• What is the offer? An advanced masterclass
• Who is it for? People who wanted to make money through bag-making 
• What is the USP? Becoming a certified professional in only 5 weeks.

Problem identification and course introduction

I made it clear to Tobi’s ideal clients that she understands where they are and that many of her students have been in the same exact position. 

Also, This section gives them a sneak peek into what they’ll get in her masterclass.

The juicy bonuses and value stacking

I always do thorough calculations and research when it comes to stacking monetary value because it’s important to be reasonable about the cost of what they’re getting while being persuasive.

It’s usually exciting to see all the value you are getting for free. That’s why I always stack the monetary value of offers.

Course validation and positioning

Tobi runs a successful bag-making business and has taught over 4000 students at the time.

(Her most recent win: She’s built a worldwide community of almost 9000 professional bag makers.)

Also, the testimonials of students who took her course are solid proof of how valuable it is. When it comes to making a purchase decision, people trust the recommendations of others more.

FAQs and final call

This FAQ section was created to counter any further sales objections or concerns they might have about Tobi’s course. 

Pro tip: It’s great to add an FAQ section to your sales page (for when your ideal client has doubts). Sometimes, certain concerns get in the way of interested buyers. On her sales page, I countered these objections using the FAQs. 

The review

“Sally is the one! She created sales copy for my fashion brand. It was detailed, engaging, and clear. I’ve never had my copy so simple yet captivating in my brand voice.

My sales growth shot out of the roof. She asked what success would mean for me, and I said a 3-fold increase in sales. But to my astonishment, I got a 10x increase. And, ah! Her client relationship is second to none!” – TOBI AKOMOLAFE

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Let me start by appreciating Tobi’s energy, enthusiasm, and dedication to work! She brought her A-game to this launch, and that’s part of why everything worked out.

If it’s your first launch, I’d recommend working with a copywriter. I know—I’m biased because I’m a copywriter. But it quickly gets overwhelming when you have no idea where to start researching, how to use voice-of-customer data, or how to structure your sales page.

Working with her was a remarkable experience, and I’d do it again.

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