Latest / Values-First Marketing / Case Study: $6,000 From 6 Emails Written In One Power Hour Copywriting Session

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Case Study: $6,000 From 6 Emails Written In One Power Hour Copywriting Session · Values-First Marketing

• 0:23
  Unknown: This is how one power hour session turned into $6,000 from effective email campaigns.
• 0:28
  Unknown: And let me back up and give you a little more context first, because I am talking about a client case study here who we were writing a sales page and some email sequences for their live in person event that is a workshop style. And the interesting thing about this is that this workshop actually didn't even happen last year, and I can't remember if they tried to run it the year before too, but they had to cancel it because they could not get enough signups and because what the one of my clients who referred me to to them was saying that they did not invest, she could not commit into them.
• 1:09
  Unknown: To invest in a copywriter last year, then they had to cancel it. So this year, they invested in a copywriter me in this case, and already they have outperformed the previous year, and we are still four months out from the live event. They just ended early bird sales. And yeah, it is looking so good, and we are so excited to see so I will give you the full update later on, once the event happens. But this is so much to talk about, so much good stuff that happened here just within these two power hour sessions that we did with them. And another thing that's interesting is that we actually opted for power hours because they originally wanted done for you, but it that was out of budget for them so and yeah, this actually ended up being the better option anyways, because of how much this client personally learned about copywriting and grew in her marketing knowledge as a result of our session together. She talked about how, like seeing my brain, how my brain worked, and how I thought about things in real time, was super, super helpful for her. And I have written my notes here her actual words of what she said. I'm going to get to that a little bit later on. But first, let's dive in with this client success story, and let's get to the good stuff right away. So she got immediate ROI from even just our first hour session together. She got sign ups directly from our emails that we wrote in the first power hour. We wrote a good handful of emails. I gave her my templates. I guess you could call them templates. I really hate that word, though.
• 2:50
  Unknown: Kind of I call them more my starter documents. I sent her my G doc, my Google document, or what I use when I start writing emails. It's a rough template guide. It has prompts in it just kind of lays out how I think about, you know, each email in the in the sequence, if you're selling, or if it's a welcome sequence, or, you know, whatever it is. And those in themselves.
• 3:14
  Unknown: She actually said, were the investment, them themselves. But to work together was really powerful for her, and she got 12.6 times her investment for just one power hour, just from the early bird sales. Like, we're not even talking the whole thing yet. And another immediate benefit was that, like, the long term planning came out of it. So like, yes, she's already actually made, like, money in the bank from the emails that we wrote. And we also outlined her email plan for the next four months until her live event actually happens. Like, we are still way out from when this event actually happens, so we've got so much time to book out the event. We also talked about repurposing content so how to repurpose these emails that we wrote, social posts and other ways that they want to use them.
• 4:06
  Unknown: So it's not just like one and done, even though they will also reuse these for the next year and future years, iterating off of them as they see success with them. So kind of like a double whammy of goodness there and Okay, so here are her words.
• 4:26
  Unknown: Here's what she said. She said, I love it. I learned a few tips about emails and to watch you was very, very helpful. It's given me tools to help me be a better copywriter, and it got me started in the right direction.
• 4:38
  Unknown: I actually really like this, because I am learning things, I watched you work and watched the process, and that was super helpful in itself. And that has been such an unexpected benefit of doing these power hour sessions. Is like, for one I am so lit up and energized when I do them, like we just get in flow together, and you brain dump and I write, and it's just like, magic happens. And actually, I hate that word magic, because I'm very scientific. And like, no, there's actually a scientific reason for this. And but I think really, like, we just get in flow together, and that in itself, is so powerful to see what comes out of it. And time flies by, and it's just like, Oh, dang. We got so much written, so many ideas generated, and that hour was so much better spent than you like banging your head against the wall, feeling like you don't have anything to write, don't know what to talk about, don't know how to word it, all of those things. So we are going to talk about more of the success story here, a little bit of behind the scenes of what a Power Hour actually looks like to experience the benefits of done with you copywriting sessions so you can decide if that is a good choice for you or not. We'll also dive into key techniques and strategies to craft effective email campaigns that you can take and use right now. And then we'll end with overcoming copywriting challenges in a power hour session. So like, specifically and uniquely, like common, I don't want to say objections, but like challenges you experience that even copywriters experience when we're writing, and how those just like, turn to best when we are in a power hour session. So let's dive in with a little bit of behind the scenes of what it looks like. And it was actually so fun going through my transcript of this call to pull out. Like, what is the magic? How does this actually work? So the first thing is that we do an initial brain dump in my starter document that I was telling you about. It's like a template just for you to dump your thoughts in prior to our meeting, so that, like, you don't forget anything in the moment. You feel good like and even if you don't use it or do this, this is still wildly valuable. But a lot of people are like, I want to be super prepared. I want to do my homework. I'm the same way, um, and then I like to look at it before we have on our call too.
• 6:58
  Unknown: So I am on the same page, and like, we're ready to roll as soon as our hour together starts. And the great thing about the starter document is that it's like, almost like buckets to pour your brain dump into. So it's a little bit organized, and it's just like, you're like, we have something to work from. And even if you don't my brain dump at all, I will help you brain dump as we get started together again, just to get ideas flowing. And so, like, we never get writer's block, because I am either pulling prompting you with questions and pulling content out of you until we, like, get going and then we just flow. So it's actually really great, like, you don't have to think about anything. All you do is brain dump your thoughts. Like, what are you trying to say? What do you want to say? You can say it as like, not eloquently, ineloquently. What's the right word for that? As possible?
• 7:52
  Unknown: Like, you just like, word vomit.
• 7:52
  Unknown: It all out. And I hold space for that. And while you are just like, brain dumping all your thoughts. I am typing on a Google doc while screen sharing with you on Zoom, and I'm pulling out, like, okay, so this could be an email in itself. Oh, there's a hook right there. That could be a subject line, that little phrase that you just said. And I am like, typing away rapidly as you are just sharing these things, and I am in full copywriter mode, formatting it into copywriting that is actually publishable for you.
• 8:28
  Unknown: And it's super fun. And it just like I am on I am on my game for that hour. So another thing we do is review your ideal client avatar, which sounds like a snooze fest, but it is so important. And I think there's so many, like, shiny objects out there. And like, you could do this, yeah, could do that, but, like, really, actually, the most profitable thing for you to do is revisit the basics. And this image always comes into my mind when I talk about this is like, I think about Kobe playing basketball, like he still did dribbling drills, you know, from Pee Wee's or whatever it was called, you know, when you're like, four or five just learning the game to high school to college to pro and beyond, like you never outgrow dribbling or shooting free throws, like it's still the same drill, like you're still doing push ups. You know, no one outgrows that no matter what level of athlete you become and so similarly, know what, no matter what level of business you achieve, no matter how high your revenue and or profit gets, knowing who your ideal client avatar and how they're evolving with you as you evolve like you just never outgrow that. It is always such a valuable thing to talk about.
• 9:43
  Unknown: So we do a quick talk about who your ideal client is and who they are not, kind of like how they've changed, and just like the little nuances, and sometimes this becomes an email in itself. So like, for this one, we were talking specifically about, like, what level these people were at in their business and in their craft. So this one particular example was aimed at photographers, actually, and so like, they're not new to the craft. They know how to work their gear. They know how to do lighting. It wasn't about that.
• 10:13
  Unknown: It was more about, okay, how do they make this more of an efficient business? So they're not giving up all the all of their weekends at weddings, and reclaim some of their time back.
• 10:25
  Unknown: So we were talking to a very specific person, what level of business they were in, and also what level of their craft as a photographer that they were at.
• 10:33
  Unknown: And it was really cool to get that specific. And it's working.
• 10:37
  Unknown: We're giving sales so and then we also look at it holistically.
• 10:42
  Unknown: So we integrated the sales page as well. So we were looking at that as well to see where were we even sending to people to after they read these emails.
• 10:53
  Unknown: Where do they click to to make sure everything is seamless and coherent. And this was so good to overcome. Like, where do I even start? That is such a common thing that people say when they're like, oh, copywriting is so hard. Well, what is so hard about it? It was the biggest struggle. I would say 50% of people, at least maybe more, say, I just don't even know where to start. Like, how do I even begin? And power hours are so great because it's not a huge commitment, but it gets you going. It gets the wheels turning. It gets you emails written and done. The rest are outlined. You have a plan, you have momentum, and then, boom, boom, boom, you can carry from there anything that we don't finish. And then this is where I get to start asking questions too, and I'm literally, like, extracting and pulling out information from you, and you're just talking naturally, like, if I ask you a question, you're like, Oh yeah, it's we do this, or Oh yeah.
• 11:50
  Unknown: This is the kind of thing that they would say or struggle with.
• 11:53
  Unknown: And it's just so natural for you to answer. And for me, it's my strategic brain working of like, oh okay, this is how we put that into an email. And so literally, in real time I am typing on this Google Doc while you're just word vomiting. And turn I am in real time turning it into actual copywriting that you can press send on. It's it's great. It feels so again, I don't want to say magical. It is so in flow.
• 12:21
  Unknown: Okay, so let's talk about benefits of done with you copywriting sessions. I do it in a power hour right now. But here's some of the things that previous clients have said about like, Oh, wow. This actually was super helpful. So first is that it's a hands on learning experience. So she personally learned about copywriting. Like, not that she didn't know anything, but like, she grew in her the craft of copywriting as a result of this session, seeing how my brain worked and just like, thought about things in real time and then done with these sessions are great because sometimes you just don't know how to say it. Like, maybe this idea is floating around in your head, but then once we start talking about it and have this little back and forth conversation, only then does that idea come out more clearly.
• 13:12
  Unknown: Like, I've had people say to me before of like, wow, I've thought this, but I've never actually articulated it before.
• 13:18
  Unknown: After we have a conversation about it, and I'm just like, Yes, this is going to make such good copy. And I love that.
• 13:26
  Unknown: Like, it's a mini like session for you, you are growing as a copywriter, but like, you basically get your copywriting for you at the same time. Like, I'm literally, literally writing on the Google Doc as you are speaking, doing the copywriting right then and there we are making it happen. And in this particular case, case study, the client was just jotting down notes. Like, the whole time I saw her, like, writing away, which was great. And she's like, Yeah, I learned so much just from going through this process, which really increased her confidence moving forward as well. And then there's immediate feedback and adjustments. So I loved one of these things. One thing she said, it was like, wow, you've done this a lot, haven't you? Like, clearly, you've done this a lot. I'm like, Yes, because I was like, Okay, I'm gonna record audio.
• 14:18
  Unknown: Because sometimes when you just start talking about it, and we get excited, and then you, like, say it, like, you say the thing, like, that was it? That was the thing I've been trying to say, or that was the hook. And then you say it, and we're like, Okay, wait, what did you say?
• 14:31
  Unknown: Again? What was that exact wording? That was it? So then it is recorded, so that we can go back and actually capture that, though, that exact wording and fun fact, Taylor Swift, I read, actually does this in her recording and songwriting sessions as well. She records it all in case that exact thing happens. So anyways, that's fun.
• 14:58
  Unknown: So another benefit of these done with these sessions is skill development, so we already talked about that as well. And she also got to ask other types of questions to help her out in the future, as we planned for the long term of this email sequence and how she's going to email her list over the next four months leading up to this live event. So she asked things about like, how frequently to send emails? How long should they be? What order should the emails be sent in? How to even think about all those things?
• 15:48
  Unknown: And honestly, those are such common questions. I am probably going to record a whole episode just on that itself, because I get asked that all the time. Oh, another one was, how to use the PS in an email. I feel like that is often overlooked, and like real estate that you miss out on by not using the PS, the postscript in an email to your audience. So yeah, let's stay on the lookout. I am noting that down to make a whole podcast episode on email marketing answering those questions, and then she gets customized solutions, like, right then and there, so, like, we review her ideal client together. So that was front of mind for both of us to think about how this would benefit that person specifically. And that was really helpful, because the client, or like you trying to do your own copywriting, like there's so much at stake for you, like you are anticipating, like I need to make at least this much from this launch. Or, you know, this much would be great. Here's an average that we're shooting for, like, there's a lot at stake for you and like ways that this launch is going to benefit you, that it can make it hard to think about, how is this going to benefit the audience, the ideal client, which is, you know, the heart of all copywriting and so again, no matter how good of a copywriter that you are. And also, the reason why copywriters also hire copywriters is not because you're not a good writer or copywriter, it's because it's the mindset that you are in. And having that objective third party is so, so helpful to keep the focus on Well, why do they care? Why does this matter to them? Why is this so important?
• 17:38
  Unknown: And to see that from this perspective of The buyer, and to keep the focus there, you Okay, so now let's Jump into key techniques and strategies to craft effective email campaigns.
• 18:24
  Unknown: So first thing here is identifying core messages, so as an objective third party, I can pick out what's actually most important. You as the business owner, are often so bogged down in all the details that it is hard to see the forest for the trees. That means you it is so hard for you to see the bigger picture, because you are in all of the details you know. It's like you You know too much, almost. And I am there to help you translate as a third party, to give them exactly what they need. To keep the copywriting concise, I help you give form to your thoughts, so that you can fill in the blank with what your ideal client would actually say.
• 19:04
  Unknown: What have you heard them say before on Discovery calls in DMS, however, you are chatting with them and then crafting hooks and subject lines. So as you're chatting away, I am pulling out the hooks and writing down the things that jump out to me as if I were the ideal client. So I put the hat on as if I was them and thinking, Okay, what do I need to hear? And again, I realize it's better than myself. There's other people out there besides me, but putting on that ideal client hat, if I were them, what would I be thinking? And as you're chatting away again, I am typing away on that Google Doc, like, Okay, this could be an email in itself, or, Oh, I think we would need to start from here to meet them where they're at.
• 19:45
  Unknown: Or like, oh, there's a subject line that is so good. And so again, literally, I am writing it for you in real time, as you are just naturally talking about the workshop, in this case, a live in person workshop, or, you know, your program, whatever it is that we would be writing for then highlighting unique selling propositions your USPS. So why are you better or different than this competitor? And another big thing here that I feel like isn't talked about is I prevent you from playing small. I remind you of your greatness, so that you don't get stuck in your head, so that you don't overthink, so that you don't let that doubt creep in. Because I'm getting excited for you. I'm hearing you talk about those things, and I'm like, Oh, yes, this, this is what needs to be said, and that is the kind of energy you need to keep as you are writing, because people can tell. People can absolutely tell when you're faking it and when you are so into it and so on fire and passionate and lit up about what you're talking about.
• 20:53
  Unknown: And then another thing is building in honest urgency. And I talked a little bit about this in the event copywriting episode, which I'll link to in the show notes. But it's about, how can you use that psychology that is proven to work and in a way that is still in alignment with your integrity? And some people don't even want to touch urgency or scarcity with a 10 foot pole, and that is totally fine, do you? But purely from a quantitative perspective, adding urgency in your copywriting boosts conversions your period.
• 21:29
  Unknown: And so I know that's not the only thing to consider in this conversation, and I don't want to open this whole can of worms now, again, this is an entire episode in itself, talking about urgency and the ethics and integrity behind that, but I just want to put that option out there for you. Okay, let's move on to talking about the copywriting challenges that are overcome in this power hour session. First thing is managing the overwhelm, so as an objective third party here, I can pick out what is actually most important, because you as the business owner, again, are often so bogged down in all the details that it's so hard to see. Like you want to say all the things you want to say, everything and everything feels so important and so integral.
• 22:15
  Unknown: And how do you ever keep your copywriting concise? How do you not like write an essay for each email, you know? Like people are reading these quick they're scrolling on their phones while they're in the grocery line, while they are the school pickup line, while they are sitting on the toilet, you know. So you've got to write with that in mind.
• 22:38
  Unknown: And it's so hard for you as the business owner to see the big picture again, because you're in the weeds with all the details so a copywriter as a third party can pick out like, Oh, this is what we actually need to say.
• 22:50
  Unknown: Here's a way we can say it that kind of encapsulates the vibe and what you're going for without having to use all the words I am notorious for my client holding space for my clients, they're chatting away for like 20 minutes, and then I reflect back to them in a sentence, and they're like, Yeah, that's it. You just said what I was trying to say in like one sentence. And I'm like, Yes, yep, that's what I do. That's my job. That is actually my job, and I love it. I am a listener through and through, and you know, for so much of my time that felt hard, listening did not feel like a superpower. And as a copywriter, that is absolutely my superpower. I can take what you were saying, especially if you're a verbal processor, as many of my clients are, you can just verbally process at me. And I love it. I love listening to it. And then I take it and say, Okay, here's what you're saying, boom. And that makes for a really powerful copy. It's like your your thesis statement. We whittle away everything else and say, boom.
• 23:57
  Unknown: Here in one sentence, here's what you're trying to say.
• 24:00
  Unknown: Another I could go on I get so lit up about this, another key technique that we are actually, where am I at here? Overcoming copywriting challenges, okay, preventing writer's block is another huge one, so you never get stuck or distracted or writer's block because I am asking you questions and keeping you on track, and you just answer. Answer them naturally.
• 24:23
  Unknown: Like these answers are not difficult to come up with. It is not a test. You're just like, oh, this is how we do it. And I then I turn those responses into copy that you feel good about publishing. There's never any writer's block, because I can just ask you a question, pointing you in the right direction. You chat about it. I ask you another question, in the direction that we need to go.
• 24:48
  Unknown: And this brings me to my next point. Is that we avoid rabbit holes because it's so easy to get into well, what about this?
• 24:56
  Unknown: What about that? I want to say this. I want to say that I run a tight ship, and I keep you from going down the rabbit holes. We stay focused on what actually needs to be said, what is going to convert, especially with my experience in this industry, in particular, I know generally what works, what doesn't, what's been said a million times, what all the other coaches out there are saying, and what makes you different, like when you say something that's different, I'm like, boom, there it is. That stands out to me. I'm like, Okay, we need to emphasize that.
• 25:28
  Unknown: We need to talk more about that and ask you more questions about that. And to you, you're like, Well, isn't this normal? Doesn't everyone know this is not normal? This is your superpower.
• 25:41
  Unknown: It feels normal to you. It feels like breathing air but, but it's not so let's see the last thing that challenge it overcomes actually ending in the positive here is that it really encourages your confidence. The confidence I've seen my clients grow in has been amazing and so fulfilling, and like such an unexpected benefit, like even like people who are very good writers, they felt so much more confident in their copywriting abilities because of our work together. Because, again, I'm preventing you from playing small. I'm reminding you of your greatness. I'm giving you tools, not just theoretically, but you're seeing how I do it in real time, so that then you can do that. Like, it's not necessarily things that are difficult, it's just like, Well, how do I how do I actually see that? Like, how does that actually work in real life? So watching me work in the process helps you see how to think about things, and then you can carry that momentum. And then you can, you can do it better yourself as well. So I So, so this gives you a great idea of what a done with you, session, copywriting, session could look like what it feels like, if you can visualize yourself in that, then I would love to chat about what that could look like for you. You can download my suicide at copywriting for coaches podcast.com check out my services and click and book a Power Hour. If this feels like, oh my gosh, yes, I need this. If you have and again, this is for not just email campaigns. I've done it for sales pages. I've done it for websites, whatever copywriting you are stuck on right now, whatever keeps falling down your to do list that you're like, I need to get that done. I don't know if I necessarily have the budget for a like done for you copywriter, or if you just aren't ready to outsource fully yet, whether that's a trust issue with a copywriter, whether you've been burned before, whether you never hired a copywriter before, and you just kind of want to test the waters. This is a great way to get started with a copywriter and see, just test and see it's going to work for me. Is this not the stakes are low, but the upside can be super high, as you can see with this particular case study. Like the event is now happening because of our work together, which is insane, especially since it did not happen. The marketing did not pull through for the last two events before we did this. So again, If this sounds like, hey, I'm interested in this, I encourage you to check it out again. Go to copywriting for coaches, podcast.com, and you can get more resources and download the services guide there. All right, talk to you next time.