A plan to take REEL Weight Loss from about $280K to $750K by building the bridge between RELEASE and the full program, putting Stephanie at the center of every ad, and turning her name into a search asset.
REEL has something most weight loss programs never build: members who stay. Women renew year after year, plan cruises together, and travel to retreats to meet in person. Stephanie's live coaching, The Arc app, and nearly 300 recorded sessions create the kind of support that keeps women in the work for years.
What REEL does not have yet is a reliable way to bring in women who have never heard of Stephanie. RELEASE proved that cold buyers will pay $97 and that the ads can pay for themselves. Then the ads were paused, because there was no tested path from a $97 buyer to a $2,499 member. That path is the single most important thing to build.
Weight loss is one of the most crowded categories on Facebook and Instagram. We reviewed the 157 competitor ads in your folder, plus the live Meta Ad Library. The same lines appear over and over: "stop starting over," "the quiet kitchen at night," "you already know what to eat," "it's not willpower." Women over 60 have scrolled past those words hundreds of times.
There are three problems to solve at once. Attention, because the usual angles are saturated. The bridge, because a $97 buyer needs to understand REEL before she ever talks to Stephanie, or the call feels like a bait and switch. Visibility, because stephanieklein.com carries real authority that search engines currently can't see.
Dozens of coaches run near-identical "start over" and night-eating ads. More of the same message won't break through. What no one else can copy is Stephanie: her story, her film framework, her named tools, and her community.
Past RELEASE buyers received a strong value sequence (71% open rates) but only 5% clicked the invitation to REEL. Buyers need a clear, low-pressure next step and an introduction to REEL before the assessment call.
Stephanie's site has links from Wikipedia, The New York Times, Today and Penguin, but ranks for only 167 keywords, mostly old off-topic posts. Roughly 1,900 spam links have pointed at the site since June, which needs cleanup before growth.
CNV Creative is a fractional CMO agency founded by Crystal and Nick Volinchak. Every client engagement is led by a dedicated Director of Marketing: senior, strategic, and deeply embedded in your business. This is not a junior execution team handed a brief. It's a marketing department that thinks and acts like it's yours, without the overhead of building one in-house.
We work with founder-led businesses where the founder is the brand. That means we understand what it takes to build trust around a real person, not a logo, and how to scale that trust into a repeatable acquisition system without losing what makes the brand magnetic in the first place.
Psychology undergrad. MBA. 15 years building marketing systems for founder-led businesses. Mentioned in Daymond John's bestseller Powershift. Has worked directly with the Shark Group on high-ticket coaching acquisition and has a consistent track record scaling premium offers built around personal brands. Crystal understands what it takes when the founder is the product: the trust, the positioning, the system that makes it repeatable.
Two engagements that match what REEL needs: cold traffic to a booked call to a high-ticket sale, and an entry product that warms a women-focused audience into a premium offer.
A nationally recognized founder with a high-ticket coaching program needed a cold acquisition system that could generate qualified sales calls at volume without sacrificing lead quality. CNV built and managed the full paid media and funnel infrastructure, from cold traffic to booked call to close, across $682K in managed ad spend.
A women-focused adventure travel brand needed to turn social engagement into a repeatable revenue engine for premium group experiences. CNV designed and executed a full ascension funnel: a challenge to warm the audience, a webinar to qualify and educate, and a high-ticket offer to convert. The system ran evergreen and scaled without the founder in every sale.
Why this matters for REEL: the ascension model we built for that client is the blueprint for what we're recommending here. An entry product that warms, a conversation that qualifies, and a premium program that retains.
Working with CNV Creative was genuinely refreshing. They were proactive from day one, anticipated needs before they became problems, and stayed focused on making the work better. Communication was clear, timelines were respected, and the results spoke for themselves. A team that actually cares about impact, not just deliverables.
Crystal, Nick, and the CNV Marketing team were fantastic to work with. They helped me fully refine my brand messaging, completely update my website, grow my LinkedIn engagement, and execute thoughtful cold email campaigns. They significantly improved the clarity of my positioning and helped shape the strategy behind what we were building, not just the content itself. They were proactive, highly organized, and extremely clear in their communication.
Easily the best freelancer I've worked with on the Upwork platform. Very professional, great communication, great streamlined process. Knowledgeable staff.
Crystal and her team are digital marketing geniuses. I would recommend them to anyone who had the type of project that fit with their marketing style.
You asked for a partner who will push back and let the data decide. So this plan starts with a 90-day test, not a promise. We build the RELEASE to assessment funnel you designed, run it with real ad spend, and measure every step: who books, who shows up, who joins.
The ads lead with what no competitor can copy: Stephanie. A bestselling author who went from fat camp to coaching thousands of women, a film-based framework ("Act I tools for an Act II problem"), named tools for the exact moments women struggle, and a community that takes cruises together. "Starting over" becomes the problem we describe, not the hook we lead with.
Alongside the ads, we clean up and rebuild stephanieklein.com so her name earns attention for free over time. If the 90-day numbers hold, we scale spend into 2027. If they don't, we'll know exactly which step to fix.
REEL already has the full ladder. Our job is to move women up it without pressure, so the assessment feels like help and REEL feels like the natural next step.
The weight loss blueprint for women 60+, with a 7-Day Boost. Pays for its own ads.
Upsell at checkout. About 30% of buyers add it.
A 20-minute call with Stephanie that finds her real sticking point. Helpful whether or not she joins.
For women who want in but aren't ready for the full program. Offered on the call.
Six months of live coaching, The Arc app, the Star Society and community. VIP adds 1:1 time with Stephanie.
This is the funnel you mapped, built and run in Kajabi, with tracking at every step so we always know where women drop off.
Eight new ads every month on Facebook and Instagram, built around Stephanie's story, the Act II framework, named tools like the Witching Hour, and real member stories, including the caregiving stories already on your YouTube channel. Ads are written as third-person stories to stay within Meta's rules. We A/B test (compare two versions head to head) the refreshed RELEASE sales page against a video sales letter (VSL) version.
Instant access to RELEASE, the $47 upsell, and a thank-you section whose main button invites her to reserve her complimentary RELEASE Assessment while her intent is highest.
A 60 to 90 second video on the calendar explains what happens on the call. After booking, two short videos set expectations and show why Stephanie works differently. REEL is introduced here, before the call, so nothing feels like a surprise.
Reminder emails and texts (SMS) to reduce no-shows. A gentle Day 1, 3, 5 and 7 sequence for buyers who don't book, focused on using RELEASE. Every call is tagged by outcome so the follow-up always fits: ready to join, wants more information, not ready yet, or RELEASE only.
A weekly report on the full path: cost per buyer, upsell take, booking rate, show rate, close rate, new members, and Stephanie's call hours. Decisions come from the numbers, not guesses.
Search engine optimization (SEO) is how a site earns free visits from Google. AI search is how tools like ChatGPT and Google's AI answers decide who to recommend. Stephanie has more authority than any coach in this space. It just needs to point at the right things.
Disavow (tell Google to ignore) the roughly 1,900 spam links that appeared this year, hide off-topic posts from search, and fix the technical issues our audit found: 410 duplicate pages, 500 missing descriptions, and missing structured data.
Move RELEASE and REEL onto stephanieklein.com so they benefit from her existing authority, and build a "Weight Loss for Women Over 60" hub as the home base for search.
Rewrite her best weight-loss posts, starting with one already ranking for 47 related searches (about 13,000 a month), and point each one to RELEASE.
A complete, tested funnel ready for traffic, with every step tracked and nothing live without your approval.
First real booking, show and close rates, and a clear read on which ads bring in the right women.
A data-backed decision on how hard to scale, and what to fix first if anything underperforms.
| Scenario | Book / Close | Calls held | New members | New program revenue |
|---|---|---|---|---|
| Your minimum thresholds | 10% / 10% | ~23 | ~2 | ~$6K |
| Our target | 20% / 20% | ~46 | ~9 | ~$26K |
| Strong | 25% / 25% | ~58 | ~14 | ~$40K |
| When | Milestone | Annual run-rate |
|---|---|---|
| Q4 2026 | Funnel built, 90-day test running | $280K |
| Q1 2027 | Thresholds met, ad spend scales to $15K+ a month | ~$320K |
| Q2 2027 | Added call capacity (group assessments or a second assessor), Daily Rush as a public podcast | ~$400K |
| Q3 to Q4 2027 | Spend at $20K to $25K a month, over-60 search hub ranking, member referrals | ~$550K |
| Q1 2028 | Renewals from new members begin compounding | ~$650K |
| Q2 2028 | Full system running | $750K+ |
One build fee to stand the system up, then one monthly retainer to run and improve it. No long-term contract. Your ad spend is billed directly to your own Meta account and never passes through CNV.
Let's talk. crystal@cnvcmo.com · nicholas@cnvcreative.com
Success in 90 days means a funnel that pays for its own ads, a booked calendar for Stephanie, and real numbers to scale REEL toward $750K.