Latest / Values-First Marketing / Case Study: Consistent Emails 5x’d Yummmm!Bar’s Email Revenue

Transcript

Case Study: Consistent Emails 5x’d Yummmm!Bar’s Email Revenue · Values-First Marketing

• 0:00
  Unknown: Welcome to the copywriting for coaches podcast.
• 0:02
  Unknown: My name is Megan catchin, and I am obsessed with having your brand actually sound like you on the internet. We help you write all the things that you've been trying to articulate about your business but have never been able to put into copy. We're going to go deep to up level your business without adding more to your already full plate.
• 0:18
  Unknown: We'll keep it simple and sustainable. Sound like a breath of relief. Let's dive in.
• 0:25
  Unknown: Imagine making more email revenue in four months than from the past two years combined.
• 0:29
  Unknown: That is exactly what we did for a physical product brand, and it only took less than one hour a month of time for my client, this is a case study on how my work as a copywriter helped 5x email revenue for a physical product brand. Yes, you heard me right, because even though my niche is far from that, I tend to work with online service providers and coaches. Many of the same principles apply, and clearly it works. The big thing is that our values aligned. We just get each other in a deeper sense. We're going to talk about that a little bit more, and that's really what made us a great team. So when I first started working with this client called yumbar, her main goal was to finally bring consistency to her email marketing, she had a loyal customer base, but her community communication with them was sporadic at best. She sent out emails only when inspiration struck or felt like she should, and it made it hard to stay connected with her audience and her community, and even harder to make the impact see the impact of her efforts.
• 1:37
  Unknown: Which community who is actually her work for 2024 and so that's super important to to her. So when we first started working together, this was over a year ago, in August of 2023 and we have seen incredible results since then. Results include in the first four months of working together, we made more money through email marketing than the previous two years combined, trying to do it on her own. On average, she made about five times more per email once we started working together. And this year's email revenue in 2024 has already surpassed last year's even though, at the time of this recording, we still have all of q4 remaining, and that's significant because we have not gotten to Black Friday yet at the time of this recording, and statistically, that has been her highest revenue month. And all of this happened in less than one hour per month of her time.
• 2:34
  Unknown: We do a monthly meeting. We schedule it for an hour.
• 2:37
  Unknown: Oftentimes we don't even take that long. So let's dive into how we did it. First, the challenge. She really wanted to make more connections and sales frequently with these consistent emails, she had a vision of what she wanted for her content, a steady, engaging presence that went well beyond simply selling her bars. She her emails needed to inspire and motivate, and she wanted to give back to some people and people in some form via email. She wanted to share the story of her brand in a more compelling way and want in a way that really resonated with her audience. But her emails to her subscribers were not consistent, and that made her wonder if she was even getting anywhere, and if there was any return on what she was doing, she wasn't sure how people felt about her emails, because she didn't get any responses. And sometimes she just wrote like, quote, when she felt like it and like she said, it's hard to get people's attention if you're just doing it every so often. So consistency was a big part of the solution, not that she couldn't do it herself. She used to consider herself a writer, but again, as it's a business owner, you are pulled in so many other directions. So she needed support in the consistency part of this. And she also wanted to create shorter, high energy messages that captured her voice and brand values. She wanted positive, high vibe emails that reflected her values of mindfulness and being intentional, to genuinely connect with her customers as someone who has loved writing, it was very important to her to get have someone who gets her voice and tone just right, and she is not alone. This is one of the biggest hesitations I always hear from people when they are considering hiring a copywriter.
• 4:24
  Unknown: How can you master my authentic brand? Voice number one question, and we actually have a whole nother episode on that, which I will link in the show notes she shared at the beginning. She said I wanted the emails to feel like me positive and high energy, like a real conversation, and not just here by our bars. And so here's the solution, here's how we did just that. We really wanted to amplify her voice. She already had knew what her voice was, and we just wanted to amplify it and make it consistent with her super authentic approach. So that means. Emails were packed with the thoughtfulness behind how she creates her product inspiration and behind the scenes looks into the journey of her brand. Together, we crafted stories that helped customers connect with her brand on a deeper level, by sharing its eight year history and also the founders inspiring experiences with her community at farmers markets as well. What made this process unique was our close collaboration. Each month, we hopped on a call to brainstorm ideas, discuss what was resonating with her audience. I looked at the data and brought that to the meeting, and we planned ahead for new content.
• 5:35
  Unknown: She would just brain dump on me what she had. Sometimes she came in knowing exactly what she wanted to say, or oftentimes it was seasonal, with the holidays and what kind of spin or angle she wanted to take with that.
• 5:48
  Unknown: And other times she showed up, I was just like, I don't know, I got nothing today, but ideas just started flowing in our conversation. And it's so funny to think, like 45 minutes later, we're laughing that we have all of these ideas outlined and ready, ready for me to write, and she's like, at the beginning of this call, like we had no idea what direction we were even going to go. So it's so cool to just have sometimes that can be the hardest part is like knowing what to say or how to say it, and a way for it to flow, and where it feels like so much in alignment with who you are, with your brand, with who your brand is, too. And these sessions really became a safe space where she could share her thoughts, and together we turn them into effective, engaging content. And I love the way she described the process of working together. She said, It feels more like a partnership than like a typical client contractor relationship, because, let's be honest, it's exhausting when everyone expects you as the business owner, to have all the answers, right?
• 6:53
  Unknown: It's nice to have support in figuring out solutions and have someone else on your team thinking about how your business is going to make more profit.
• 7:00
  Unknown: How are we going to bring in money? So although I've summarized our conversation for you, I want to share about a one minute snippet in her own voice, in her own words, of what she shared about our experience of working together over the last over a year, felt really like seamless I get like you're part of my team, right? Like, even though your contract work work, it's like you, I feel like you have my back and my understanding of my business and the appreciation I almost feel like, even from like, a deeper, like, spiritual level, like, we understand, like, consciously, like of doing better for the world kind of thing. I also love that you're on top of it too, and organize.
• 7:51
  Unknown: That helps a lot, and that you're you get things pretty fast, yeah. So that makes me like, be on top of it too, because sometimes also it's trying to brainstorm with you. I can come up with so many ideas, but actually talk it out, and then you're like, Well, remember when you wrote this? Or if you want to talk about this, that helps so so much to like, feel like it's more of like a scene player as opposed to like, so amazing, right? And I love her last point, that it's not just about getting tasks done like a copywriter should be more than a doer. If you really want to maximize your conversions, it's not just someone who can write for you, but someone who really understands you and can strategize as well. So here's the result, consistent emails made more sales. It was in her authentic brand voice, and it happens through strategic partnership with a copywriter.
• 8:42
  Unknown: So since bringing consistent content to her email subscribers and her blog, we did SEO blogs for her as well. This client has seen clear results. Her customers started responding more literally, with engagement on her emails, responding back and also with more purchases, which is always nice, right?
• 9:02
  Unknown: That's the goal, whether it was a reply to an email or even just a verbal compliment at the farmer's markets that she's at and other like in person events that she does, the content fostered deeper connections and community, which, again, was her word for 2024 and that is what resulted in the 5x email. Roi, so I love that. It's not like we made a ton of sales, but it wasn't a super salesy focus. It was really pouring deeply into her values and into her community and on a consistent basis, and that is what resulted in such an incredible ROI. So one of her most memorable experiences was actually sharing the backstory of her brand.
• 9:46
  Unknown: Customers learned. Loved learning about the brand's roots, how it all started, and the journey that brought it to where it is today. This content was repurposed beyond emails. It became a valuable resource that we've turned into. Magazine articles that she's pitched, her bio, her website and other marketing materials as well. So in addition to this, I've also written for other publications and PR that she has pitched to as well, since I already know her voice and her values in her brand so well. So this was really great, because it increased her brand visibility and it maximized the use of the content that we already created, so it reinforced the brand's story and values in various formats across multiple different platforms. Right? Work smarter, not harder. So a copywriter isn't just someone to help you turn out words on the content hamster wheel. I really hope that the biggest takeaway you take from this is that a great copywriter is a strategic partner and a smart thinker for you and with you, so that you can make the most out of all the copy and content that we create.
• 10:56
  Unknown: So our work together, it has helped her reach more customers, which was our ultimate goal, but really it's also helped her regain a sense of routine and stability in her business. It has freed her up, like that mental space to focus on other parts of her business that need attention, and she now has the time and headspace to strategize bigger goals for next year, like connecting with more potential customers and collaborators and bringing them into our online journey that we're bringing them into through email and through blogs. I love that she said, and this is a quote, I feel like you really have my back. You're not just a task taker. You're truly invested in our success. So like, I just want to sit in that for a second and receive that.
• 11:44
  Unknown: It's just, you know, those words of affirmation are so wonderful to hear and so wonderful to share, because I really want you to know who you are working with and my values if we ever get to work together. So I love that this client has created a space where customers really feel more connected to the brand, and where she feels supported too.
• 12:04
  Unknown: For her, working with a copywriter who is both strategic and enthusiastic about her mission has brought more than just marketing success. It's been peace of mind and the freedom to really focus on growing her business. So if you are looking for a content partner who will and a copywriter who will go beyond task execution and really help you strategically grow your brand's impact, so you get both as both a doer and a thinker here, and whether you're looking for more consistent emails and SEO blogs like this particular client or something else entirely, go ahead and check out my services guide, and let's make your message come to life.
• 12:44
  Unknown: You can find my services guide at copywriting for coaches podcast.com. Thank you for tuning in to the copywriting for coaches podcast. If you've been enjoying these episodes, let me know that you're listening and what you love about it by clicking on the copywriting for coaches show in Apple podcasts and leaving me a review, be sure to subscribe while you're there, so it's easy to catch new episodes every week if you want digital resources to finish that copy project you've been working on, the links are all waiting for you at copywriting for coaches podcast.com you.