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How Legend Copywriter George Tern Scales Cyber Security School From $30k/Month To $350k+/Month Profit.
The first client I ever landed paid me $15,000+/mo.
I knew nothing about marketing.
And yet…
I spent only 3 hours a week working his business.
Here’s the juicy story with ALL the details.
And how you can copy me and do the same:
This is not clickbait.
And I’m not exaggerating.
Not when I say how much he paid me…
And not when I say that you can do the same.
You literally can copy-paste what I did and get very similar results.
Right now.
Let’s get started:
First you need to know who the client is and how much money they made before me:
They were a cyber security school.
Selling frontal 6-month courses.
They sold them for about $8k at the time.
And when I met them?
They were making $30K/mo.
Now… a quick disclaimer:
The numbers I’m gonna share with you are not precise.
But they’re very close. To the best of my memory.
Okay. Ready? 👇
Their funnel looked like this:
FB ad -> phone lead -> qualification call -> meeting -> close.
Their Facebook ad said this:
“Come learn the luxurious cyber security profession from the best school in the country. Over 500 happy students”
They sold cyber security.
Just like their competitors.
I knew I could scale them!
So here was my offer:
“Pay me only when a student has bought”.
I asked for $100/student.
A no-brainer offer.
They instantly agreed.
And here’s what I did for them:
Instead of selling “cyber security” courses?
I sold money.
So my ad looked a lot like this:
“Don’t wanna go to college and spend 3 years wasting your life away?
Come to the highest-paying profession in hi-tech. 
Cyber security.
A 6-month course is all that you need”.
This instantly got them from $30k/mo to $75k/mo.
The same month.
Because their cost per lead went down from around $20 to $10.
And all I did?
Was to change their messaging to appeal to a broad audience and flame their desire to earn well without college.
That was a nice start.
But at some point I counted and they closed an awfully small number of leads.
Now that I felt I had built some trust with them…
I came to the CEO with a new offer.
“I’ll get my own sales guy to close. Pay us $800/student”.
He said YES 👇
And I took a good friend of mine to do the sales.
We jumped to $125k/mo the following month.
But that wasn’t enough.
And competition started catching up.
So we killed them with two moves:
We almost literally killed other schools.
Here’s what we did:
Move 1: we created a better offer.
We called a laptop manufacturer who sold us laptops at bulk.
We got a good price.
And changed the ad to: “sign up this month and get a free laptop”.
Obviously we bumped up the price of the course by how much the laptop cost us.
A good move.
This drove our cost per lead down from $10/lead to $5/lead.
And almost doubled our meeting-close-rate.
Because the offer was amazing! Or at least the perceived value of the offer.
This is where we got them to about $220k/mo.
They started hiring and expanding.
And then we made our final move.
A move that would position this cyber security school as the best-selling in the whole country.
And all it took was one phone call.
To the bank.
Here’s what we did:
Move 2: Ask the bank to allow students to pay with instalments.
The banked closed a deal with us.
And offered our students 62 instalments.
This is where we won.
Because it allowed us to add the following sentence to our ads:
“Start studying. And pay less than 5% of the tuition. Pay the rest when you’re working as a cyber security specialist”.
And I also added: “you can apply to your first job after 3 months in the course”.
People like quick results.
So they LOVED it!
Our cost per lead went down to $1/lead. And conversion rate on meetings almost doubled again.
This is when the school hit $350k/mo or so.
And this is where trouble began.
A new CEO came.
And he thought he was smart…
So what did he decide to do?
You know it.
Tell us that he can’t pay us that much.
He offered us a bad deal.
I left.
My “friend” betrayed me and said he can do my marketing part without me.
Three months later they both called me.
Begging for me to come back.
I said no.
My friend left.
This was about 3 years ago and…
Since then?
I get a call from the CEO every couple of months.
I told him what I’ll tell you:
“If a person betrays you once – shame on him. If he does it twice – shame on you”.
I’m never coming back.
Money is not an issue to discuss even.
Remember: the numbers I’ve used are approximates.
And might not exactly add up.
But I do have three pieces of advice for you:
1. Find businesses who are positioning themselves wrongly. It’s easy to fix.
And you can charge a lot.
2. Know who to trust. And never give a person an opportunity to betray you twice.
3. If possible – try to protect yourself with a contract. Because all those “commission-based” offers are not understood by many high corporate positions.
Remember those.
I have to tell you that it took me years to go through this story to tell it to you.
And hours thinking and writing it down.
Wanna say “thank you”?
Hope you have been blessed through this message?
Thanks for learning!
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