This HR newsletter is leaking $50k/month

Hey, it's Tommy.

I just spent 7 hours analysing JP Elliott's complete Future of HR newsletter system and discovered the funnel delivers value but completely fails to convert subscribers into paying clients.

In today's breakdown:

• Why his thank you page is a conversion killer

• The welcome email that builds trust but never asks for the sale

• How to fix this funnel to book 20+ meetings per month

Need a complete newsletter system that books meetings on autopilot? 👉 Click Here To Book A Call 📅

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GROWTH STRATEGY
THE BREAKDOWN: JP ELLIOTT'S FUTURE OF HR COMPLETE NEWSLETTER SYSTEM

Why I chose this example: JP has built a solid content machine with his Future of HR podcast and newsletter, but his funnel has a fatal flaw - it never actually tries to book meetings. Great content, zero sales conversion.

Let's dive in...

PART 1: LANDING PAGE BREAKDOWN

Note: the full page is too long (not good by way) so I only attached the screenshot of the hero. Here is the link to the full page: https://www.futureofhr.com/

1. Headline & Sub-headline

What they're doing well:

• "FAST-TRACK YOUR HR LEADERSHIP JOURNEY" hits the pain point of career advancement directly

• The sub-headline promises specific outcomes with "building influence, driving business results, and accelerating your HR leadership career"

• Clear value proposition that matches what HR leaders actually want

Potential improvements:

• The headline is generic - every HR coach uses "fast-track" language

• Missing urgency or scarcity to drive immediate action

• No mention of meetings, consulting, or next-level services anywhere

2. Visual Elements

What they're doing well:

• Professional headshot of JP builds personal connection and authority

• Blue brand colors create trust and corporate credibility

• Clean, uncluttered design that focuses attention on the offer

Potential improvements:

• Background image is generic corporate stock footage

• No visual proof of results, client testimonials, or success stories

• Missing any indication this leads to paid services

3. Form/Signup Experience

What they're doing well:

• Only asks for first name, email, and role - minimal friction

• "Download Blueprint" button is clear and action-focused

• Role selection helps with segmentation for future campaigns

Potential improvements:

• No indication of what happens after download

• Missing any mention of potential consulting or services

• Form doesn't qualify leads for sales conversations

4. Social Proof

What they're doing well:

• Mentions "100+ HR thought leaders" which implies credibility

• JP's professional positioning as podcast host builds authority

• The blueprint format suggests proven methodology

Potential improvements:

• No specific testimonials or client results visible

• Missing logos of companies he's worked with

• No proof this leads to career advancement results

5. Offer/Lead Magnet

What they're doing well:

• "HR Leader's Blueprint" sounds valuable and actionable

• 18-page guide feels substantial, not a quick PDF

• Promise of "career acceleration strategies" matches target audience needs

Potential improvements:

• Doesn't mention how this connects to his consulting services

• No indication of next steps beyond the download

• Missing any call-to-action for higher-value offerings

PART 2: THANK YOU PAGE BREAKDOWN

1. Confirmation Message

What they're doing well:

• Simple "Thanks for subscribing!" confirms the action

• Green checkmark provides visual confirmation

• Clean, professional design maintains brand consistency

Potential improvements:

• Completely generic message with zero personality

• No reinforcement of what they'll receive or when

• Missing any indication of JP's expertise or services

2. Next Action Prompt

What they're doing well:

• Offers additional newsletter subscriptions for more value

• Provides clear "Select all" option for easy opt-ins

• Shows other credible creators in the HR space

Potential improvements:

• This is the BIGGEST conversion killer - sending people to competitors instead of deeper into JP's funnel

• No call-to-action for JP's services, consulting, or meetings

• Completely wastes the highest-engagement moment in the entire funnel

3. Additional Value Offer

What they're doing well:

• Shows other quality content creators which builds credibility by association

• Easy to select multiple newsletters at once

• Provides additional value beyond the initial download

Potential improvements:

• Terrible strategy - actively sends warm leads to other coaches and consultants

• Should be promoting JP's podcast, consulting, or booking a call

• "Maybe Later" button lets people escape without any commitment to JP

PART 3: WELCOME EMAIL BREAKDOWN

If you want to check out the full email: Click Here For The Full Welcome Email

1. Email Structure

What they're doing well:

• Professional design with consistent branding and JP's photo

• Clear download button makes it easy to get the promised blueprint

• Personal tone with direct address to the subscriber

Potential improvements:

• Way too long - most people won't read past the first paragraph

• No clear single objective - tries to do too many things at once

• Buried any call-to-action below tons of content

2. Individual Email Content

What they're doing well:

• Builds authority by positioning JP as someone who develops "next-gen HR leaders"

• Promises weekly valuable content with specific format (1 idea, 2 questions, 3 actions)

• Personal story and mission create emotional connection

Potential improvements:

• Never mentions his consulting services, programs, or how to work with him directly

• Asks for too much engagement (reply with 3 detailed answers) too early

• No urgency or scarcity around getting help from JP personally

3. CTAs

What they're doing well:

• "Connect on LinkedIn" provides a secondary touchpoint

• "Listen to the Podcast" drives engagement with his content

• Multiple ways to continue the relationship

Potential improvements:

• No call-to-action for meetings, consulting, or paid services anywhere

• Should include "Book a Strategy Call" as primary CTA

• Missing any bridge between free content and paid services

5 TACTICS YOU CAN STEAL FROM JP'S COMPLETE FUNNEL

1. Use the thank you page for sales, not giveaways - Instead of promoting competitors, use this high-engagement moment to offer a strategy call or consultation

2. Shorten your welcome email and focus on ONE goal - JP's email is too long. Pick one objective: build relationship OR sell something, not both

3. Mention your services in the welcome email - JP never tells people he offers consulting. How are they supposed to buy if they don't know he sells?

4. Add a "what's next" section to your lead magnet - The blueprint should end with "Want help implementing this? Book a call"

5. Stop sending leads to competitors - The biggest funnel killer is actively promoting other coaches on your thank you page

BOTTOM LINE: JP has built an incredible content engine but his funnel is designed to build an audience, not book meetings. One simple change - replacing the competitor promotion with a consultation offer - could add 20+ sales calls per month.

What funnel should I break down next? Hit reply and let me know.

Got questions about this breakdown? Reply to this email - I read every response.

Tommy
Founder, News Launch

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See you soon,

Tommy - founder at Newslaunch.co