One of the most impactful pieces of marketing content I created was the sales page for our “Refining Your Technique” Online Course at Fine Leatherworking.
I developed this project from concept to final delivery by leveraging years of audience research to ensure it resonated with the right people. Our target audience included aspiring leather goods makers, serious enthusiasts who are often professionals (such as doctors and lawyers), and small business owners looking to refine their craft. Over the years, we’ve learned that this group values mastery, precision, and creating projects that reflect their high standards. Both the course and its sales page were tailored to meet those needs.
The format was a long-form sales page that I wrote and designed. It was launched at the end of a week-long email campaign to build anticipation. My goal was to position the course as the natural next step for students who wanted to go beyond beginner tutorials and truly improve their craftsmanship. To do this, I combined persuasive storytelling with clear explanations of benefits and strong calls to action. I also emphasized the exclusivity of the course. To make it, I flew to Japan, recorded the course, and then translated it myself for the final format.
The objective was straightforward: drive registrations for the online course. At the same time, we wanted to deepen engagement with our community and open pathways for future offerings.
The impact exceeded expectations:
- The course generated significant sales within the first 24 hours of launch.
- It attracted new followers, helping grow our community.
- Its success prompted us to create and launch an additional online course six months later.
- It boosted our physical goods business, as students also purchased our materials and tool kits to accompany the course.
