e-GMAT Sales Deals —
from stock photos to proof
As e-GMAT's marketing designer, I rebuilt the visual strategy behind its sales collateral — replacing generic stock-photo ads with a system built on real student proof. One base set, three message lenses, themed per campaign, and extended into the collateral sales used to close students on calls.
The old collateral was a formula: a stock photo of a person, a solid background, a line of text on the left. It looked clean and said nothing — no reason to click, no value communicated, no proof. In a category where buyers are skeptical and the product is a serious purchase, "looks fine" was not converting.
The creatives were decoration. They needed to become evidence.
A sales creative has one job: give a skeptical buyer a reason to believe. Stock photos don't.
I worked with the sales team to rebuild the strategy around one decision: drop stock imagery and put real students at the centre — real faces, real score jumps, presented as testament to results we were actually delivering. Drag the slider to compare the old approach with the revamp.
Drag the slider to compare before and after. Use the buttons above to view either page in full screen.
New
OldSame offer, opposite credibility — a stock headshot becomes real students and the exact days their scores took.
From there I built one base set and themed it per campaign — but every creative led with one of three strategic lenses, chosen by what would move that particular buyer.
Offering-focused — what you get
Lead with the deal itself: the price, the inclusions, the deadline. Best when intent is already high and the buyer just needs the terms.
Stats-focused — proof of leadership
Lead with numbers that prove e-GMAT leads the category — reported success rates, top ratings, scale. Best for the buyer comparing options.
Success-focused — real outcomes
Lead with student outcomes: low-to-high score jumps, 100th-percentile starts, fast turnarounds. Best for the buyer who needs to see someone like them succeed.
For bigger pushes the deal got its own landing page — the same structure re-themed to the occasion, so a Christmas and a New Year campaign felt distinct but unmistakably e-GMAT. Click either to read it full length.
Some students were interested but never checked out — they needed a human nudge. I built the collateral sales used on those calls: PDF one-pagers that laid out the offer and the success stories, and a 20-minute explainer video sent as the post-call follow-up, so the pitch kept working after the call ended.
Video produced for e-GMAT and used here as supporting context; I don't own the copyright — all credits to e-GMAT.
The refresh paid off where it mattered — the same audience, more of them convinced.