How RTY Art Academy Turned a Mini-Course Into a Revenue-Boosting Upsell Machine
Meet Rebecca & Luke
Rebecca and Luke Tillman-Young are the creative minds behind The RTY Art Academy, where they’re constantly launching new courses and updating existing ones. While Luke handles most of the marketing, their team was juggling multiple deadlines, and they needed an extra set of hands for a key copywriting project. That’s where I came in.
Challenge
While updating several courses, Rebecca and Luke realized they were missing a big opportunity: upselling one of their main courses. Their mini-course was a perfect entry point, but it didn’t adequately highlight the benefits of enrolling in the full program. They knew they had students who weren’t taking advantage of the next step—or worse, weren’t even considering it.
When we partnered, I started by diving deep into their audience. I wanted to understand why students were enrolling, what their goals were, and what might be holding them back from upgrading to the full course. This meant digging into testimonials, doing message mining, and really getting to know their students’ mindset. Using these insights, I created an email sequence designed to upsell the main course. Each email highlighted the benefits of upgrading, addressed common concerns and objections, and offered a clear solution. I also sprinkled in testimonials and proof to build trust and credibility. To make it easy for their team, I mapped out exactly when to send each email and how to keep the sequence running smoothly.
The results were exactly what Rebecca and Luke were hoping for:
The email sequence gave their students a clear path to continue their learning journey, while freeing up Rebecca and Luke to focus on other priorities.
Eva didn’t just write emails. She gave us a strategy we could actually run with!
We brought Eva in to create an email funnel for one specific mini-course, and her strategic approach delivered incredible results. She perfectly captured our brand voice, making the copy feel authentic while guiding new students toward our signature program. Thanks to her work, we’re consistently seeing 4 upsells a week, adding an extra $4k in monthly revenue on autopilot.
Luke Tillman-Young
Co-founder Of RTY Art Academy