In a 1.5-year collaboration with Brainscape’s CEO and Lead L&D Specialist, I led the creation and launch of the platform’s first-ever universal free course. This project wasn’t just about education; it was a strategic Top-of-Funnel (ToF) engine designed to turn curiosity into Premium conversions through value-first marketing.
The Strategy: Value as a Conversion Tool
The objective was clear: create an experience so high-quality that users would naturally want to upgrade to the full Brainscape ecosystem.
Deep Content: I wrote over 1,500 flashcards, meticulously researching every data point to ensure 100% accuracy.
The PAS Hook: I identified the Problem (information overload), Agitated the frustration of forgetting, and presented Brainscape’s spaced-repetition system as the Solution.
Visual & Technical Synthesis: I leveraged my knowledge in conversion copywriting to structure the text so that it was easy on the eyes, brain, and memory.
The Impact: 1 Million Learners in 30 Days
By treating the course as a premium product, we achieved viral growth within the first month.
Massive Reach: Attracted 1 million learners in just 30 days with a potential to upgrade to premium with a $8 million USD return-on-investment.
Lead Writer: Managed the rewriting of dense information to digestible cards that are easy to understand and remember.
Brand Authority: Established Brainscape as a sovereign leader in the L&D space by offering the first truly open-access high-quality curriculum.
The Technical Craft
This project required a blend of emotional writing and technical accuracy. Whether I was coding and writing the copy or architecting the logic of 1,500 interactive cards, the goal was the same: Zero friction for the user, maximum authority for the brand.
Marketing is at its best when it provides genuine utility. With the Brainscape course launch, we didn’t just ask for a subscription; we proved our value through 1,500 points of high-definition information. When you help a million people learn more effectively, the ‘sale’ isn’t a pitch. It’s a natural next step in the relationship.
Communication is key with such a large project. Active Google Meet check-ins made sure that the CEO and L&D specialist were always on the same page with me. Interested in how I used my specialties for this project? Check out the below categories for more info.
