What $23M social proof looks like

Hey, it's Tommy.

I just spent 3 hours analysing Shan Hanif's complete newsletter system and discovered he's selling high-ticket agency coaching without booking a single sales call (or very few).

In today's breakdown:

• How he uses social proof photos to build instant credibility

• The "service stack" framework that justifies premium pricing

• Why his thank you page is a massive conversion killer

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GROWTH STRATEGY
THE BREAKDOWN: SHAN HANIF'S $23M COMPLETE NEWSLETTER SYSTEM

Why I chose this example: Shan's selling his Agency 8x coaching program directly through email without calls or demos. His agency hit $23M revenue, and he's using that credibility to sell coaching. The approach is ballsy - most coaches are scared to ask for the sale without a conversation first.

Let's dive in...

But first, if you want to copy paste his system go here:

👉 click here to access the template

Go here if you want to check his landing page:

👉 click here to access his opt in page

PART 1: LANDING PAGE BREAKDOWN

1. Headline & Sub-headline

What they're doing well:

• "Agency growth playbook" is clear and benefit-focused - tells you exactly what you're getting

• The sub-headline connects to a specific result ($23M) which creates immediate credibility

• "(for free)" removes the risk and makes the decision easy

Potential improvements:

• The headline could be more specific about the transformation - "playbook" is vague

• Missing urgency or scarcity to push immediate action

• Could benefit from addressing the pain point first before jumping to the solution

2. Visual Elements

What they're doing well:

• The collage of team photos creates massive social proof - shows real people and real business

• Photos look authentic, not stock - builds trust immediately

• Dark background makes the white text pop and focuses attention on the form

Potential improvements:

• The photos are small and hard to see on mobile - could be bigger for more impact

• Missing any revenue screenshots or client results that would build more credibility

• Could add captions to the photos explaining who these people are (team members, clients, etc.)

3. Form/Signup Experience

What they're doing well:

• Only asks for name and email - minimal friction for maximum conversions

• "FREE ACCESS" button is clear and action-oriented

• Form fields are large and easy to fill out on mobile

Potential improvements:

• The button could be more specific - "Get My Free Playbook" would be clearer

• Missing any privacy assurance text near the form

• Could add a small benefit reminder right above the button to reinforce value

4. Social Proof

What they're doing well:

• The bottom section mentions "$100M total revenue in 8 years" which is massive credibility

• References working with "biggest brands and creators" which positions him as elite

• The @shanhanif handle connects to his personal brand

Potential improvements:

• Could name-drop specific big brands he's worked with for more concrete proof

• Missing any testimonials or client success stories

• The social proof feels buried at the bottom - could be more prominent

5. Offer/Lead Magnet

What they're doing well:

• Promises specific, actionable content (SOPs, sales methods, pitching techniques)

• The bullet points address real agency owner pain points

• "No fluff" promise shows he understands his audience hates wasted time

Potential improvements:

• The benefits are features-focused rather than outcome-focused

• Could be more specific about what results people will get

• Missing any preview of what's inside to build anticipation

PART 2: THANK YOU PAGE BREAKDOWN

1. Confirmation Message

What they're doing well:

• Simple, clean confirmation that removes confusion

• Sets expectation about email delivery timing

• Mentions checking spam folder which reduces support tickets

Potential improvements:

• Completely wasted opportunity - no additional value or next steps offered

• Could immediately deliver part of the value to build goodwill

• Missing any way to connect with Shan or join a community

2. Next Action Prompt

What they're doing well:

• Nothing - there's literally no next action suggested

Potential improvements:

• Should direct people to follow him on social media

• Could offer a bonus resource while they wait for the email

• Missing opportunity to build relationship beyond email

3. Additional Value Offer

What they're doing well:

• Nothing - the page is completely blank of additional value

Potential improvements:

• Huge missed opportunity to offer his video content or case studies

• Could cross-sell to his main coaching program

• Should capture more information about their current agency situation

PART 3: WELCOME EMAIL BREAKDOWN

1. Email Structure

What they're doing well:

• Personal greeting "Hey Funnel" feels conversational and friendly

• Shares his credibility story early (9 years, $23M agency)

• Delivers on the promise with actual tactical content about service stacking

Potential improvements:

• The email is way too long - most people won't read past the first few lines

• Jumps between topics without clear transitions

• Should focus on one main concept per email

2. Individual Email Content

What they're doing well:

• Opens with a counter-intuitive insight (doing more services, not fewer)

• Shares specific results ($1M to $10M+) that build credibility

• Includes multiple content formats (playbook + video) for different learning styles

Potential improvements:

• The main concept gets buried in too much background story

• Could be more tactical with specific examples of services to stack

• The Google Doc link feels sketchy - should be a proper landing page

3. CTAs

What they're doing well:

• Soft CTA at the end mentions 1-1 help without being pushy

• Includes multiple ways to consume content (document + video)

• Encourages replies which builds engagement

Potential improvements:

• The main CTA is buried in a PS - should be more prominent

• Could include pricing or more details about the coaching program

• Missing urgency or scarcity to push people toward the paid program

5 TACTICS YOU CAN STEAL FROM SHAN'S COMPLETE FUNNEL

1. Use authentic team photos for instant credibility - Skip stock photos and show real people from your business to build immediate trust and social proof.

2. Lead with counter-intuitive insights in your welcome email - Shan opens with "do more services, not fewer" which goes against common advice and hooks attention.

3. Stack social proof numbers throughout the funnel - He mentions $23M, $100M, 8 years, 9 years at different points to constantly reinforce credibility.

4. Offer multiple content formats in one email - Providing both a document and video lets people consume in their preferred format and increases engagement.

5. Don't waste your thank you page - Shan's biggest mistake is the blank thank you page - use this prime real estate to build relationship and offer additional value.

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

P.S.—If you want a personalised quick 5 min audit video to unlock new conversions reply “video” to this email and drop your website URL

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