Scott Conorton (CMO for Mike Koenigs) joins Mikael for an in-depth breakdown of a high-converting book funnel that generated $9,000+ from just 1,112 page views. Scott, a seasoned copywriter who started during COVID and has written controls for major brands like Up Wellness and Backyard Vitality, convinced influencer Mike Koenigs to test cold traffic despite Mike's traditional resistance to it.

The result was "Project Superpower," a $37 book funnel targeting founders and entrepreneurs with $2-50M businesses who want to build a "category of one" brand. Unlike typical $7-9 book funnels, this premium-priced offer used a long-form direct response sales page with 45 fascination bullets to attract serious buyers.

The funnel converts at 5.8% from page view to purchase, with a 44.8% checkout conversion rate, plus strong upsells: a $245 digital blueprint (30.77% take rate) and a $1,000 virtual coffee session (10% take rate). Scott's copywriting approach follows influences like Mike Shrieve and uses strategic frameworks including the AOV Money Close and crossroads close. The success led to contracting John Mulry's E5 Agency for scaled cold traffic campaigns on Meta and YouTube.

This episode includes live screen sharing of the actual funnel pages and real conversion data, making it essential viewing for anyone building book funnels or direct response offers.

HIGHLIGHTS:
0:00 Intro - Behind the scenes funnel breakdown
2:04 Scott's copywriting journey and working with Mike Koenigs
4:15 Traffic strategy - from warm email list to cold traffic testing
7:00 Sales page structure and long-form copy philosophy
8:12 Headline development and avatar targeting process
11:16 Long-form sales letter influences and reader psychology
12:42 Page structure breakdown - case studies to frameworks
15:51 The "start from the top again" copywriting approach
17:36 45 fascination bullets strategy for $37 price point
20:32 AOV Money Close and crossroads close techniques
23:01 Checkout page design and bonus presentation
24:27 Upsell #1: $245 digital blueprint (32% conversion rate)
28:30 Upsell psychology - get results faster framework
32:53 Upsell #2: $1K virtual coffee session strategy
35:41 Complete funnel metrics breakdown and ROI analysis

Connect with Mikael - https://www.linkedin.com/in/mikaeldia/

Connect with Scott -https://www.linkedin.com/in/scottconorton/