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Ep 25. Email Marketing Simplified: How to Write Emails That Convert w/Holly C. Williams
Episode 2518th July 2023 • The Mom CEO Suite: Life & Business Systems for Mompreneurs Seeking Work Life Balance • Phylicia Pough, Life & Business Systems Strategist for Moms
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In this episode, email strategist & conversion copywriter Holly C. Williams speaks on the importance of prioritizing family and time freedom over scaling and hustling. We also hear why Holly believes every business owner should have an email list. And we learn Holly's "Story Flow" method for creating engaging and converting emails.

About Holly

Holly Williams is an email strategist and conversion copywriter for purpose driven entrepreneurs and online businesses. She specializes in creating brand connections through emails. And believes that customer conversations lead to higher conversions.

Holly also loves to help simplify email marketing for business owners using her StoryFLOW Method. She teaches individuals how to take ANY story from their daily life and turn it into an high converting sales email.

Holly lives in Southern Alberta with her 3 children. An award winning novelist and former television producer, Holly brings a unique perspective of storytelling to brand selling.

Connect with Holly

Website: www.hollycwilliams.com

Instagram: @thehollycwilliams

Learn about The StoryFLOW Method - write high-impact emails by tapping into your customers emotions and solving their greatest needs www.hollycwilliams.com

Connect with The Mom CEO Suite

Website: themomceosuite.com

Instagram: @themomceosuite

Join The Mom CEO Suite Facebook Group

Get the access to the private stream, 10 Tips for Managing Motherhood & Entrepreneurship: https://www.themomceosuite.com/tips



This podcast uses the following third-party services for analysis:

Chartable - https://chartable.com/privacy

Transcripts

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You are now tuned in to the Mom CEO Suite

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podcast. I'm your host, Felicia, wife, mom

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and entrepreneur. In this podcast, I'll be sharing my

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mompreneur journey along with strategies that will help you build your

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online business operations in a sustainable way. The

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goal is to help you build a business that fits into your lifestyle as a

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mom who values putting family first. We will also hear the

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experiences and expertise of other moms with service based

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businesses. You'll get a peek into our journeys so you'll know that

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you aren't alone. Motherhood gets hard,

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entrepreneurship gets hard, but together we can

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do hard things welcome to the

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Suite.

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Hey friends, welcome to another episode. We are here. We

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have an interview today super excited to be talking to Holly

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Williams. And Holly, she's an email strategist and

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conversion copywriter for purpose driven

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entrepreneurs and online businesses. She specializes in

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creating brand connections through emails and believes that

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customer conversations lead to higher

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conversions. Holly also loves to help

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simplify email marketing for business owners. Using

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her story flow method, she teaches individuals how

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to take any story from their daily life and turn it into a

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high converting sales email. OOH, I love that.

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Holly lives in southern Alberta with her three children. She's an award winning

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novelist and former television producer. She

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brings a unique perspective of storytelling to

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brand selling. Oh my goodness, they sound so exciting. Hi,

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Holly. How are you? Thank you so much for having me, Phylicia. I'm really

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excited to be here and to talk to your audience today. Yes, I'm

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so glad you were able to. Come on now, I know I just read your

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bio, but just tell us a little more about yourself. Like, who is

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Holly as a person and you can tell us a little bit more about your

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business. Oh, I love that question. That's great. Yeah.

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So I am a single mom of three and I

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love being on this podcast because we're talking to moms and I'm so

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passionate about being a mom who's there for your kids. So

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I'm really excited to be here today and talk about that. I live in

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Alberta, Canada, and so I'm just at the foothills of the Rocky.

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So we get the chinook winds that kind of melt the

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snow immediately so you can go at the start of the week you can

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be at -42 degrees celsius and then three

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days later you can be at plus ten celsius. So

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I live in a very crazy weather town, which is a lot of fun. And

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I love hiking, I love surfing, which is nowhere near

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Alberta, but I do love surfing. And I am now making it my

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mission to do more surf trips. Yeah. So that's a little bit

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about me as a person. I love know, I

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think sometimes we get so caught up when we introduce ourselves

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that we don't really talk about who we are as people. We talk

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about what we do, especially in our businesses. So

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I really love when people are able just to talk about who they are as

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a person and what they love to do outside

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of their business work. Absolutely love it. It happens with moms too,

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right? We just see ourselves as moms sometimes and we forget

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that we're a person as well. Outside of that, I always say you don't

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have to be just a mom. It's okay to want to be more than a

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mom and there's no shame in that. So I want to kind of dig into

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this topic. We were talking a little bit before we came on and we'll get

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into the business stuff, but we were talking about

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putting family first and keeping family first as we're building our

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business. And so talk a little bit about

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why scaling wasn't a focus

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or a priority for you as you were growing your business so

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far. Yeah, I'd love to talk about this. I'm pretty passionate about it

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and I hope that somebody listening today. This was really encouraging

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to them because I feel like this is something that would have helped me when

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I was starting out. Because when I starting out,

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all the online marketing was like hustle, you got to be

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a six figure income earner, you got to scale, you got to do all this

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stuff. And I kept feeling like I was failing in my business because that

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just wasn't my goal. I didn't hear about that stuff. What I really

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wanted was the time freedom for my kids, especially because I am

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a single parent. And so when my marriage ended and

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ended very spectacularly, failed in

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a way, like it was pretty dramatic. There was a lot of hurt for

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myself and my children and so it was really air mask

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time. So the idea of scaling or being on

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Instagram and showing my face and doing any of that kind of

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marketing such a low priority. Such a low

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priority. So what I focused on instead was doing really

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excellent work and that gave me a

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reputation that I was very easily recommended to other people. So I

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didn't really have to market myself at all. I still don't. I get a lot

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of recommendations just because I do excellent work. And now

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that I'm in a different position, my kids and I, we've got our feet

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underneath us. We've built a really great life over the last five years.

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I feel like I'm in a good place to now step out and I've got

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all this experience that I can share now. So

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one thing I would really love to encourage people with is if

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your goal is to just create an

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income that gives you the time freedom. Like I was able to, if my

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kids needed to stay home from school, I would just hang out on the couch

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with them for half the day. Or if they were having a tough

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mental health day it was like, okay, I'll pick you up. Let's go for a

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walk around the park or something. That was much more important to

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me than doing the whole six figure laptop lifestyle

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thing that is perpetuated on the internet. I just

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really wanted to be there for my kids emotionally to help them get

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through. And then the second thing is this business has given me

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the tremendous opportunity of showing and

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modeling for my kids, being totally scared to do

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something. So my kids have seen me. The first time I've needed to quote

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$10,000 on a project. They've prayed with me beforehand. I go

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in the room, I have the call, then I come running out, jumping up and

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down. We're all screaming and jumping up together because they're seeing me

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step out and do something that I'm totally terrified. They're seeing me

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terrified to do something. So I think there's just so many

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incredible things that your business can really allow you

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to teach your children. But I also want to really encourage people that they

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do not need to fall into the trap that they have to

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scale this really huge thing. I love that message. The

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internet is so noisy and there's so much

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pressure, like you said, telling us, oh, scale your business.

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What does that even mean? We know what it means. But you just hear it

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so often and get to six figures and hustle. And I know

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what moms can relate to is the desire for that time, freedom.

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But then also feeling the pressure of having the hustle to do

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that. So just seeing somebody who was able

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to just have a sustainable business and still have the

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time, freedom, it's encouraging because I think a lot of moms, they're

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like, how can I do this? Yeah, I think a great

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question to ask is capacity. That's a really great word. Like what is your

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capacity? Because when people talk about scaling, and I've worked on

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many, many teams, scaling is you are

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managing another set of people. And as a single parent,

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I'm raising my three children, right. And I am trying to get

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them across the finish line into adulthood.

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Right. I have a daughter who's 20 now and another daughter who's going to be

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graduating this next year. And my son's 14.

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So now I'm in a better position to look at scaling because I feel like,

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okay, we've got our rhythms in place, we've got some things established.

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I'm willing to take on managing other people as I grow

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my business. But let's talk about capacity because

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if you make your aim scaling, then you're also making your aim that you're going

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to be training people, taking care of them. And I've been on a lot

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of teams. There's a lot of hot mess teams that are like if you don't

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have great systems in place, you are working long, long hours

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and all weird, crazy hours. And if that's not the life you

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want, it is perfectly fine to say, you know what? I'm really

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happy staying in that five to ten K mark a month,

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just doing really great work for other

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people. Yeah, I love that. One of the things that I

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talk about through the Mom CEO suite is really

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identifying what freedom looks like for you and

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for somebody. It could just be the five to ten K. Not even

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just it could be the five to ten K. Right. It doesn't have to be,

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oh, I want to get to 50K months. What

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does freedom look like for you without the influence of the Internet and the

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influence of what everybody else says that you should be

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doing? I think that can be really powerful because then you're not really

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comparing what you should be doing to what

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other people are doing, and it really just brings a sense of peace

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and ease and enjoyment to what you're actually doing in your

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business. So we could keep this conversation going, but I want

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to get into your excellent work, and I

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love that phrase. So first, I like everybody to be

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on the same level playing field and understanding when we're having conversations.

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So can you explain to us what a copywriter does? Yeah,

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so there's actually different types of copywriters. There's, like, content

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copywriters, so they'll write articles. There's copywriters who might

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write ads. There's conversion copywriters, which is what I

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am, which is very sales focused. So I do all stages of the

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funnel. Copywriting is basically your online

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salesperson. So it's all the words that are written, all the

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messages that are shared that comes from a copywriter.

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And what the key is behind a conversion

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copywriter is we dig deep, really deep

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into customer research,

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because the most powerful messages that you have to share are the ones

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happening in your customers head. So if you can join that conversation

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and bring that out onto your sales page and bring that out into your social

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media, bring that out into your emails, then you can have

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really incredible engagement with your customer. Where? They feel

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known, they feel seen, they feel heard, and they see that

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your service is the actual solution to the worries that are

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happening in their head. Very clear. Thank

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you. So now you do conversion copywriting.

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So explain to us what are the elements of

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copy that actually converts? Yeah, so I

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like to always teach the concept of micro conversions.

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So especially in email marketing, people may have

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heard, like, oh, you need a list, you need to build one. And they're thinking,

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Why? I'm doing great on social media. So we'll go over these two

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concepts. First, why you need an email list, and then micro conversions.

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So the first reason you need an email list is because

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if social media were to disappear today, where would all those

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followers connect with you? How would they know

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about you? When you have an email list, you actually have all the

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names of the people who are interested in what you have to say. So that

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is a really important thing. You always have an audience. The second

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reason is because on social media algorithms,

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20% to 30% of the people who've actually liked your content are maybe

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seeing it with an email. It is absolutely going into their

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inbox. It might be their promotions tab, but even

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with that, they're still seeing your name come up consistently.

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And when you see consistency, you're drawn towards consistency

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and they'll open your emails eventually. The third reason

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is, on social media, you're not able to segment your list. And

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so where email marketing becomes very, very profitable, where you see

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huge ROI is when you segment your

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list. Let's say you're a coach, a health coach, and you have a

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product for a group Mastermind, and then you have a product for like

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seven day detox. Well, if your Mastermind is for

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hormonal women in their 40s, you don't want to send that to

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a 30 year old. They're not interested. They'll jump off your list. You don't want

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to lose them. You spend all this time getting them onto your list. So a

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tag and a segment allows you to send targeted messages

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to your audience based on what they need the most

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and that makes them feel heard and cared about. So those are the

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three reasons you want an email list and you don't want to rely solely on

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social media. But then let's talk about micro conversions. So

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email marketing is really powerful because of micro conversions.

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And so when you're going to sell somebody something, you need to take them

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through those five stages of awareness. The first stage is unaware. The

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next one is problem aware. So they become aware that they have a problem.

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The next stage is solution aware. Then it moves to product

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aware. So they're aware there's a product, they're looking at yours, maybe they're comparing

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it to other people. Then they become most aware and that's where they've become

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fully aware of how great your product is. And then there's

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buyer ready and that's where they're ready to hit the Buy Now button.

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And that's a very warmed and warm lead. But you

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can't just take people through that quickly. There's a lot of different

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psychological levers we need to take people through. And

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because our brains are wired to say no

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to no to things, we're scared. We don't know what this is unless

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it's a very urgent need that we need solved. If

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our sewer is backing up, we are not hesitating to find somebody to

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clean that up. We are getting on top of that right away. But if

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we're looking at investing $1,000 into a coaching program,

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our brain is going to say, is this really what we need? So

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it's very important to take people through the whole stages of awareness. Now,

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a really great email can take you through all five stages in one email.

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But most people, if you're going to be launching any kind of big

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product, you need to spend a couple of weeks moving people through the

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stages of awareness. And you do that through email marketing and through

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content. So once we get into

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helping people take those micro conversions, what we're doing is

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just helping them take a step with you. And the whole idea is to

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bring them to a decision point. We're not trying to manipulate anybody. We're

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not trying to shame anybody and say they need to be doing this thing or

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their life is going to suck and go down the toilet if they don't join.

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We want to bring them to a clear decision point. The kindest thing

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you can do for your customer is to get them off of the fence and

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have them say a yes or a no because then their mind

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is made up. That is so good. Oh my goodness. First of

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all, I love that we're talking about email marketing. Major goal for this podcast

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is sharing strategies that will help mompreneurs build

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their businesses sustainably. And what I found

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for myself, and even just in conversations, is that social media can be

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draining, especially for moms. And so all

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of the things that you said about the email marketing and why you need an

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email list, I'm starting to focus on my email list more because

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I'm finding it's just more sustainable to build that

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way versus having to show up on social media the way that the

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algorithm requires you to. Right? I love that we're

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talking about the email marketing piece. I know we haven't even gotten into

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your method, but you're already providing

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value and I'm taking notes in the emailing and you talking about

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segmenting. Kind of on the back end of what we do at the Mom CEO

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suite is automating business processes for

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mompreneurs. And email marketing is one of those things. And so

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creating the segments and all the sequences, that's very exciting. So when you're

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saying segmenting and tagging and all those things, yes, we have to do

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this. I know. I love

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geeking out on the nerdy stuff. Right. And I think what's really important too,

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some people feel really intimidated by email

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marketing because especially if you've been doing social. And

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here's another point too, on why I maybe want to be focusing on email marketing

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over social media, especially as a mom, is sometimes you

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get stuck on social media as soon as you are posting there, right? Then you

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get into the scrolling and the engagement and there goes an hour of your

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time and it's gone. And where are you going to get that

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back? Right? And then also it can feed into your

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comparison feeling like, oh, look at all these things people

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are doing here's, all the awesome things. I should be doing this, I should be

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doing that. No, shut all that noise off. I usually tell people who

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are starting out. Find one person in your niche who's super

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successful. Follow them. Try and be better than them,

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just in the little ways that you can do, but just follow one

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person because they've reached success. Follow them. You don't

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follow a million people. There'll be so many strategies to take your eyes off of

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things. Just really, really focus. So going back to email marketing,

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this is a place you want to invest your time because this is actually a

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conversation that you're having with your customers week in, week

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out. This is a thing that they get to see you.

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You should have a picture of yourself in your emails because this is

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going to build a lot of that know, like and trust. You should

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have a little bit of intimacy in the emails for yourself, especially if

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you're a personal brand and a little bit of stories happening in your life so

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that your customers kind of feel like they're going on a journey with you. And

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to your point about email marketing feeling overwhelming

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for your clients, how do you simplify email marketing? Or can you just give

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us some nuggets on how to simplify it and you can even go into your

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method? Yeah, I love my method because I've done

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email marketing for so long, and I've just found

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that most people would stumble over, like, I just don't know what to write

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about. So the truth is, you can take any story literally.

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Any story. It can be from brushing your teeth in the morning to a trip

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that you went on that was magnificent. Any story, and you could

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turn it into a sales email. So my story flow method

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follows story. We're going to start with a story, and then we're going to move

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into Flow. So that's an acronym for

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Flow. F is for feelings. So what we

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want to do first in our story flow method is we want to identify the

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feeling we want our customer to feel at the end

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of the email. So most of us have heard the quote, nobody

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remembers what you say, but they remember how you made them feel. You want to

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give them an experience when they're in an email, and you might be

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thinking like, oh my, like, I don't have the ability to create an experience here.

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Holly, what are you talking about? It's really just about the feeling you want people

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to have. So do you want them to feel inspired? Do you want them to

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feel like, I got to do this know, like urgent? Do you

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want them to feel angry, like you're planting a flag in the ground

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and like, join me. We are going to rebel against the system. Like, what is

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the feeling you want to leave your customer with? Then the

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next thing is, l learn, what do you want them to learn? And that's typically,

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what product do you want them to learn about? Or it can even be

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for content, where it's like, what blog post do you want to direct them to?

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So L is for learn and then O is for

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option or decision point. And so this is

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something I really love to teach people who are afraid of sales

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is that a lot of people feel like that sleazy

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salesman that we kind of all refer to, it's very cliche

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for a reason. Absolutely. But a lot of people think, well, I don't

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want to be that guy. But again, the truth is that really good

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persuasion is not manipulation. Persuasion is

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something that brings people to a decision point. It makes them see all of

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the options that are available to them. It shows them that this is

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actually a really good step for you, but it will bring them to the

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point where they have to make the choice. And so you leave the

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ball in their court after showing them all the incredible ways that their

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life can change. And then the w in story

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flow is wow. So we're going to want to wow our audience with a

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little bit of OOH and awe factor in our email. And that can be your

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design of your email. That can be emojis, that can be a GIF in there

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for some humor. There's different ways that you can add some wow factor.

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So I would love to show your audience right now with you, Felicia.

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We'll go through the story flow method and so you just

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can pick any story from your day today. Oh, okay.

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Today. So literally anything. Anything.

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I had breakfast with

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family. Okay, tell me about that. Well, I'm

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visiting family. Okay. Then we have other family who flew in

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from out of town I haven't seen in years.

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And so we're all here and

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we just had a little breakfast together. There's lots of cooking going

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on and nice hanging out. Okay,

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that's great. All right, and now what kind of product do you have available? Like

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what do you offer your listeners? So we offer

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SOP development and automation

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implementation. Okay. And so

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when that isn't in place for your prospect,

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how are they feeling about their business? They are

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feeling overwhelmed. They're feeling like they

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had to do all of the things. Like there's no

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organization getting them to the point where they don't

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want to be in the business. They're doing all of these tasks.

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Okay, great. So I've got a good story here. So I would drop

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the email, I'd start it right in the middle of the action, which

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is you at the table. And again, audience, I'm going off the

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top of my head. Obviously an email would be massaged and

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created much more better, but let's just go with it. So

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you're at the table. We'll start the story with, hey, pass the

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salt. I was so excited. This is the first time

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family from all over the country was sitting around the table. My heart was

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full I could just see everybody smiling. We were

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together. We were finally a family unit,

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even though we've been spread out to different corners of the world.

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Isn't your business a little bit like that sometimes? Don't you find that sometimes

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your system is often left field or you've got

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a process that needs to be developed? Do you know

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what it feels like when everything finally comes together?

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It's just like sitting around the table with your family. There's

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joy, there's laughter, everybody's getting along. And

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there's almost a little bit of a harmony happening at the table while you're passing

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things around. If you would like to experience that kind

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of SOP feeling in your business, then book

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a call with me today. That's so good. Right before

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you even started, I knew you were going to paint the picture

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in my head. I'm like, this is about to be so good. Yeah,

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I'm going to use that too. Totally. Take that

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email today, send it out. But you can see how it's like what

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we wanted to do is to identify the emotion. How did we want them to

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feel at the end? Well, we wanted them to feel that like, oh,

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my life could feel in harmony, my life could feel joyful,

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my business could feel joyful. So then we took those aspects of

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sitting around the table and when you haven't seen somebody for a long time,

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we would probably put in some elements of, like, I was smiling at uncle

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whatever, who I haven't seen in how many years? But we took

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the idea of when everything scattered and then comes together, that

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great feeling that you can have, right? So then what we did

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is transition that to your business. When everything feels scattered and you can bring it

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together, then look at the feeling you can have. You can have that

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joy. So that's how the story flow method works. You can take any

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story and if you can identify the emotion in it, you can

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identify what you want them to learn, like what is the product?

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You're going to bring them to that decision point, which in this email was,

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hey, if you want to experience that, book a call today.

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And then we wowed them. We put in a couple of fun little details. I

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would probably include some emojis as bullet points and things

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like that. So I just want to show people that it's very easy

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to take any story in your life and turn it into a sales message where

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you can talk very confidently to any

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prospect that. You no, that was really

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simple and no, you do what you say. You

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do excellent work. Thank you.

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Simplified email marketing for us today that is going

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to convert because I'm ready to buy something and nobody's even

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selling me anything. Well, I do have my

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course coming out soon, so I'll get you on the list. Please.

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Yes. No, absolutely. I love that so much. So

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is there anything else that you want to share related to

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copy conversion email marketing that maybe we

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missed or just any final tips you want to share with?

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One of the things that I get asked a lot is, like, I have not

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talked to my list in ages. What do I do? So I

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actually have an Instagram post that I actually have like, hey, just

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copy this and send it out. So the first thing is to just get over

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yourself. You haven't emailed them. Don't make it a thing. Don't make it like,

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oh, how do. I show back up? You just

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walk in with style. You just flip your hair over your shoulder

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like, I'm back. That's it. That's all you have to do. Just walk in

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and claim it. And in the email, you don't have to make this huge

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backstory, this apology like, hey, I'm back. Sorry, there was a back

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surgery and then my car got nobody cares. What they want

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to know is that you're going to show up consistently and that you're going to

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provide the value that they want. So I would just make it very

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clear in that first statement, say, hey, my name is Holly. I'm the

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conversion copywriter who likes to teach you how to make money with

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emails. I'm back. That's all I'd say. I'm

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back, period. Over the next couple

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of weeks, I will be dropping great tips every Tuesday,

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just checking in with you to see that you're still interested in email copywriting

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tips. Click yes, I'm in it, or no,

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unsubscribe. Great, I'll see you next Tuesday. And then

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you move on in your business, you don't make it a thing. You just get

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over yourself and you just put it out there. Oh, my

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goodness. I feel like we could keep this going on forever,

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but we want to get people into your upcoming course and to

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connect with you so they can have these conversations with you. So

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tell us where can we find you and what you have coming up?

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Yeah, so I have the storyful class that I'm releasing, and

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it'll be basically you can get it anytime, but I'll have

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all the funnel, bells and whistles on it for you guys. So that's at

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Hollyseewilliams.com, and then I hang out at Instagram quite a bit.

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I love hanging out there and I love having fun with it. I'm

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really being creative with it. So if you want to learn about

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email copywriting, come and hang out there. It's

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a lot of fun. And you can find me at the Holly C.

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Williams on Instagram. Love it. Thank

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you so much. So before we go, what

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departing words do you have for the mom in business who is

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looking to build her business sustainably? It's going to

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sound funny, but I'm going to say grieve. Grieve.

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The ideas you thought it was going to look like. Grieve what

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doesn't work for you. Because if you don't grieve.

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Them, they will kind of bully you.

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That sadness will bully you around with your decision making. You'll find

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yourself shrinking back or you'll find yourself making different decisions. Like

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just get honest with yourself and grieve what hasn't

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worked, what you wanted it to look like, and it doesn't.

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Once you've kind of done that, you can really, with both hands, grab onto what

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you have and steer it a lot better. Words of Wisdom

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holly thank you so much. This has

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been a very refreshing conversation.

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And connect with Holly, especially if you want to

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get your email marketing right. If you want to get conversions,

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connect with Holly. All of her information will be in the show

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description. Make sure you click those links. Thank you

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guys for tuning into this episode and we'll see you in the next

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one. Thank you for listening to the Mom CEO Suite

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podcast. If you enjoyed this episode, can you do us a favor?

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Leave a review on itunes and share with other moms in business

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like you, help us spread our message and empower others who are

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