More Favorite Clients Blueprint
Building on the success of the first launch for an 114% increase for the second
Project Overview
Molly Godfrey is a LinkedIn strategist and coach who knows exactly how the platform should work for business owners. (Spoiler: it's not spamming strangers with sales DMs.) She created Impressions, a close-knit community and training program for female advisors, consultants, and founders who want to attract clients on LinkedIn without the aggressive, salesy tactics everyone else seems to be using.
Molly was serving clients in high-ticket 1:1 Intensives, but she saw a need and created a way to serve more people at a lower price point while still building a sustainable, profitable business. So she created Impressions. And when it launched, hundreds of potential members clicked from her LinkedIn and emails to visit the landing page.
THE ISSUE?
Visitors were showing up. They just weren't signing up. Interested prospects left before applying or reaching out to ask Molly questions, and the ones who did get in touch needed the whole offer explained from scratch. The messaging was talking about the community instead of to the right people.
Molly had two goals. She wanted total confidence in how she described Impressions in her posts, emails, website, and one-on-one conversations. And she wanted to build on the momentum her best members had already created.
"The shift was so subtle… once we started sharing those transformations of what business impact Impressions had, the new applications flowed from there."
↠ molly godfrey | founder
Our Approach
Molly came to Murphy Marketing for a More Favorite Clients BlueprintTM, and we started where we always start: with the people who already love what she does. We conducted live, one-on-one interviews with existing Impressions members (the ones Molly knew were succeeding because of the community) to hear, in their own words, what the experience was really like. Everything lived on a shared Notion board, so Molly could watch the insights take shape in real time. We heard feedback like:
"Within 2 months of joining Impressions, I have been implementing my posting strategy and closed a client who mentioned my LinkedIn posts in our contract closing call. Financially, it's a 33x return on my investment in Impressions within 2 months." – Joan B.
"Before Impressions, I had 4 people at my masterclass. The second time, I had 57." – Deb M.
Through these interviews, we learned yes, members valued the education. Yes, they loved the connections. But what they really cared about was ROI. They joined Impressions to grow their businesses, and they wanted to see proof that it worked.
Goals
Attract more ideal-fit members
Decrease the sales calls Molly needed to take
Increase membership applications
The Results
We rewrote the landing page and launch messaging around the business impact members described, using their stories to show prospects what Impressions could do for them. After the next launch, memberships grew 144% from one launch to the next.
Sales conversations got easier, too. Prospects arrived already understanding the value, so Molly spent less time explaining the offer and more time talking with people who were a genuine fit.
Turns out the best messaging was already inside her community. It just needed someone to ask the right questions.
"I couldn't afford not to invest in a More Favorite Clients Blueprint. With timed launches there was only so many opportunities to get it right, I didn't want to keep building and putting effort into something that had potential but wasn't reaching it.
You deserve the work you're doing to work and reach the right people. That’s what this does for your business."
— Molly Godfrey