Whaddup.If you're a business owner and you're selling STUFF - then you need to compel your audience to buy that STUFF. That's what I do.I've spent years learning about what makes people buy things - and I've learned how to translate that into compelling copy that converts. I want to share as much as I've learned with you.Like how to...Write copy because you know who your audience is, not because you're guessingWrite in the voice of your customerWrite copy that kisses the screenWrite in a way that you stand outEnd blank page syndromeYou feeling me?
Can you spot the missing piece?
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Reader! I have just removed myself from the house-moving pile of shit that has been my life for the past three weeks to say HELLO! Yep, I bought a flat. It's the biggest, scariest thing I've ever done. And I feel incredible. Like...just beyond the beyond. I. HAVE. ARRIVED. And I've learned a few things - π Moving is exhausting. I've not been this tired in the longest time. Yesterday, I lay down on my bed in the middle of the day and crashed. π Boxes take up a lot of space - and they're really tough to recycle if you have a lot of them because there's not enough SPACE TO PUT THEM IN THE RECYCLE BINS. So you have to get rid of them in phases. My house is now box-free. π It costs a shit-ton of money, especially if you've never lived alone (and you gave everything to your ex to save yourself any future entanglement) because there's stuff you don't have that you need, and so you purchase at a rate of knots. Moving is wild. So, what have I done? How have I spent the last three weeks of my time in my new home? Doing a 1,000-piece puzzle. Naturally. Because I actually had to get my brain out of the moving-house mode and into another kind of mode. A relaxation mode. And puzzles bring me immense joy. Here she is: β Here's what I love most about puzzles: You have to go one piece at a time. That's all there is to it. You have to tackle each moment, each tiny bit on its own - and the bigger picture takes care of itself. Kiiiiiinda like emails. See what I did there? That seamless segue from my house move and puzzle-building to writing emails? So smooth. God, I'm tired. But seriously. Think about how you're handling your emails at the moment. Do you just riff? Write about the first thing that comes into your head? Or do you have a strategy? Are your emails planned out for the month - with a clear objective for each one individually, and an overall objective for the month? Now, look. Riffing is amazing. I often just sit down and think 'What should I write about today? What's making me feel good? What's a sexy writing tip or trick I can send out to my people?' But I'm a writer. I write all the time. The writing part of my brain is really well-developed. If writing isn't your thing, then sitting down and riffing isn't your bag. So, start planning. Here's how: 1οΈβ£ The month ahead What's your focus? What are you growing? What are you developing? What are you looking to sell? Make sure you have that goal written down. β 2οΈβ£ How many emails per week? Are you in a growth phase? Are you developing a new offer or product? Are you trying to convert your list into buyers? Are you trying to provide maximum value? Is it a combination of all these things (for a lot of us, it is)? In order to achieve that goal, how many emails do you need? One a week? Three a week? Five a week? Choose a number. If you're in a sales season, you want to send out at least one email a day. If you're in a nurturing season, one to three emails a week will work. β 3οΈβ£ Plan each email A spreadsheet works wonders here. For each email work out what you want to do. Here's an example of something I came up with with a client, in January (look at column B)... (Our goal was to increase monthly revenue) β And February (look at the Goal column)... β β And so, once you've done the big-picture planning you go ahead and start writing. Each email, needs its own planning. Sooooo... β 4οΈβ£ Writing the email Are you using a story? How are you grabbing attention? How are you generating interest? What language are you using? What problem are you trying to solve? How personal do you want to get? What specifics are you using? β All of this thought and research and planning will make your emails better. Each piece builds a powerful, story-driven, purposeful whole. Just like the 1000-piece beauty I just did. β Remember, email is your business's lifeline. If you have any questions about it...I gotcha. β Ash PS Here's something you might not be expecting. There's a piece missing from my 1000-piece puzzle? Can you spot it? I bet you would never have known about that missing piece if I hadn't told you about it. Guess what - when it comes to your emails, it's okay if you're missing a piece of the puzzle or two. As long as most of it is there. Promise. Go easy on yourself. This business-building thing was meant to be fun, remember? It was meant to bring joy. Breathe. Let the joy flow in. β Ways you can work with me: π Pick My Brain π§ Β£99 for one hour β |
Your Write Hand
Whaddup.If you're a business owner and you're selling STUFF - then you need to compel your audience to buy that STUFF. That's what I do.I've spent years learning about what makes people buy things - and I've learned how to translate that into compelling copy that converts. I want to share as much as I've learned with you.Like how to...Write copy because you know who your audience is, not because you're guessingWrite in the voice of your customerWrite copy that kisses the screenWrite in a way that you stand outEnd blank page syndromeYou feeling me?
I have two bits of deliciousness for you today, Reader. Because Fridays are for giving - I mean, that's what they are for me. Sooooooo....here we go! DELICIOUSNESS NUMBER ONE: Something lovely happened to me a little while ago. I met someone called Pete. Pete is an actor, like me. And like me, he's also started his own business. And he has a podcast! It's called Not a Straight Line. Yesterday, our chat together dropped - and I have to say, I'm pretty jazzed about it. Pete's episodes are...
I'm a small person - physically. I'm not very tall. And in crowds, I'm easily shoved. Because other people are VERY important and they have to be places. Me and my smallness can fuck right off in this cases. Except, I'm kind of over it. A man pushed me the other day in London Bridge. I told him not to. I happened to be voice noting a friend at the time - so I happened to record it. Which happens to be here - so you can listen to it. I don't know if you need to hear this today but... NO ONE...
Since Covid, something really limiting has happened to us. Weβve all gone online - and I get it. We had to. The entire world shut down and we all had to take our businesses online so that we could survive. But now? In 2025? Online is the last place you should be trying to convert your audience into clients. The content and marketing gurus would have you think otherwise. Thereβs so much advice being thrown at us from over the place about how we should be creating content all the time. Posting....