Email Series - ITSJ Virtual Travel Experience
Client
The Revd Dr Peter Walker is widely acknowledged as one of the foremost experts on the the history and geography of Jerusalem. His business ‘Walkway Books’ is how he markets his books, courses, tours and other products. The In The Steps of Jesus (ITSJ) Virtual Travel Experience was designed to enable people who couldn’t go on an in-person tour, to experience the Holy Land for themselves, from the comfort of their home.
Challenges
1. The biggest challenge was to set this product apart from alternative faith-based courses that are on the market for free. At a price point of £95 the client wanted to ensure the reader understood the value of the product without coming across too salesy.
2. There was also the challenge of building anticipation for the product with a single pre-release email and then maximising sales from the two release emails.
Solution
1. I opted to flip the comparison in the reader’s mind and emphasise how much cheaper the Virtual Travel Experience was than an in-person tour. The client was pleased with this solution as, when combined with the rest of the email, it highlighted how much value the reader was getting for their money and made it feel like a bargain, rather than a step-up in price.
2. One of the tactics opted for was to compare this new product to one of Dr Walker’s most popular previous releases, ‘Undiscovered Lent’, to give a favourable comparison and clearly convey what the new product was about.