Dr. Will Bulsiewicz, author of the New York Times bestseller Fiber Fueled and a board-certified gastroenterologist, launched the Plant Fed Gut Online Course—a seven-week program designed to improve gut health. Despite its comprehensive offerings, including video lessons, live Q&A sessions, workbooks, and community support, prospective students hesitated to enroll due to cost concerns.

Content Supply partnered with Dr. Bulsiewicz to create a strategic video ad that highlighted the course’s value and addressed cost objections head-on.

Challenges

1. Overcoming Cost Concerns: Potential students needed clear messaging on the long-term value of the course versus its upfront cost.
2. Highlighting Benefits: The course’s unique and comprehensive nature had to be effectively showcased.
3. Building Trust and Engagement: The video needed to reinforce Dr. Bulsiewicz’s authority and connect authentically with the audience.

Our Approach

1. Pre-Production

• Messaging Development: Collaborated with Dr. Bulsiewicz to craft a script that directly addressed the cost objection while emphasizing the benefits of improved gut health.
• Visual Storyboarding: Created a storyboard that combined direct-to-camera moments with supporting visuals, ensuring clarity and engagement.

2. Production

• Authentic Delivery: Filmed Dr. Bulsiewicz delivering the message in a relatable, professional tone, creating a sense of trust and expertise.
• Professional Setup: Used high-quality equipment and a warm, inviting setting to make the video visually appealing and approachable.

3. Post-Production

• Concise Editing: Focused on keeping the video concise while maintaining a clear narrative.
• Visual Enhancements: Incorporated graphics, text overlays, and animations to emphasize course benefits and address common objections.
• Call-to-Action: Ended the video with a strong, actionable statement encouraging viewers to enroll.

Results

1. Increased Enrollment

• The video directly addressed cost concerns, leading to a 25% increase in course enrollments within the campaign period.

2. Enhanced Audience Trust

• Viewers praised the video for its transparency and detailed explanation of the course’s value, resulting in positive feedback and heightened trust.

3. Strengthened Credibility

• The professionally crafted video reinforced Dr. Bulsiewicz’s standing as a trusted expert in gut health, boosting his overall brand presence.

The cost objection ad for Dr. Will Bulsiewicz’s Plant Fed Gut Online Course is a prime example of how professional video production can address barriers to conversion. By blending authentic messaging with strategic storytelling and high-quality visuals, the video effectively communicated the course's value, resulting in increased enrollments and audience trust.

For entrepreneurs and educators looking to overcome objections and drive engagement, compelling video content is an invaluable tool.