Owned the messaging framework and the post-webinar follow-up for the You Ai launch

What I owned

• Value-proposition hierarchy. Which features led the messaging, which supported, and which were left out at launch. The hierarchy was sourced from sales-call data, dogfooding the product myself, and audit work on what the product team was emphasizing versus what carried the actual user experience.
• Launch landing page copy. Hero, sub-hero, feature sections, social proof placement, and the final call-to-action structure.
• The webinar funnel itself. The launch ran through a live workshop. I worked the messaging that pulled people into the funnel, the slides handed off to the founder, and the marketing assets the audience saw before the workshop began.
• Post-webinar follow-up sequences. The full nurture arc that converted live and evergreen attendees into qualified leads. The sequences were rebuilt every cycle as new positioning insights came out of the workshops.

How the messaging framework got built

• Customer research first. Twenty-plus discovery and sales calls with target customers. Transcripts mined for pains, objections, beliefs, and the language the prospect used to describe each one.
• Dogfooding next. I built my own You Ai coach account before writing the launch copy. Walked through the same setup the customer would. That audit told me which features were getting marketed too hard relative to the actual user experience and which features deserved more weight.
• Persona-mapped angles. Three customer personas got built out of the research, each with quoted limiting beliefs sorted by buying stage. Each persona had its own primary angle, which fed both the landing page hero variants and the webinar follow-up sequences.
• Founder workshop feedback loop. One of the founders ran live workshops every Friday during the launch period. After each, the cross-functional team debriefed and I translated the new positioning beats into the marketing assets the same week.

The post-webinar follow-up

The webinar funnel concentrated intent. The follow-up was where the deal closed. Each sequence was built around the persona that registered, opened with a same-day reframe of the workshop's strongest objection, ran three nurture sends each tied to one feature plus one persona pain point, then closed with a story-led social-proof piece followed by urgency.

This was the largest single revenue line across the engagement. Full breakdown is on its own page.

What it produced

• Live launch funnel with a working webinar conversion path from cold paid traffic through to qualified lead.
• Messaging framework that ran across landing page, ad copy, email, and sales decks. Same hierarchy, channel-appropriate execution.
• Post-webinar sequences that contributed to the $1,115,407 webinar follow-up revenue line.
• A repositioning pivot mid-launch when research showed the original outcome promise was misaligned with the market. Detail on its own page.