PROBLEM
MarketWise signed Brad Thomas — bestselling author, real estate developer, and former White House economic advisor — to launch Intelligent Income Investor, a new dividend investing research service. Brad’s picks consistently outperformed, but dividend investing is a category most retail investors tune out instantly. Two launches had already failed, and a third miss was set to end the product line and the partnership.
INSIGHT
Instead of leading with the category, we buried the word “dividend” entirely and reframed the core promise as Amazon Royalties — a backdoor way to collect income from Amazon’s growth. Two of Brad’s top picks were under-the-radar companies with Amazon as their primary customer. That detail became the spine of a suspense-driven “follow the money” campaign: royalty metaphors, compelling earnings proof, payout history, and resilience through downturns made the mechanics feel simple and exciting rather than boring and technical.
LAUNCH STRATEGY
Built a full webinar, content funnel, and order funnel to drive newsletter subscriptions. Deliverables included the webinar video script, owned list emails, affiliate email strategy, advertorials, and network display ads running across financial and investment-focused news sites. The order funnel covered order pages, upsell sequences, and an abandoned order recovery strategy. Developed a consistent messaging system — core terminology, repeatable proof beats, and CTA patterns — to keep emails, page copy, and supporting assets aligned while testing hooks and sequencing.
RESULT
The Amazon Royalty campaign became the top-performing launch in Intelligent Income Investor history — $2.7M in launch sales and $6.5M+ in lifetime revenue — and turned a struggling product into one of the year’s highest-converting campaigns.