The Cure for the Solopreneur

Consider the duties of the “solopreneur”:

Market your business - create content, network with others, create ads, run ads, create and setup webinars or telesummits,

Run your business - run and keep track of the numbers, emails, website maintenance,

Retain customers - sending thank yous, creating special content,

Feed the business - money or ideas or time

It’s a painstaking process when you’re going it alone.

Let’s break down a “typical”, ahem, day

Get up
Check email
Find fire
Work for an hour to put out said fire
Get an idea
Create the content for that idea
Take the idea to market to get feedback
Find the idea flops
Get another idea
Have to put said idea on site
Go into WordPress (because you’re still behind on the times and not using Squarespace yet)
Stay locked in loops of fixing shiz that you broke and can’t repair
Post about new idea in social
Make a video
Video needs editing
Create a blog
Find the right image and tags for image
Upload the blog
Create an email
Format and upload email to ESP
Schedule email to go out

And you haven’t even touched your analytics or anything else - and this is more like three days of work, not one.

That’s not half the stuff you have to do! Alone :(

Because you know...if you WANT support, you can have it. It’s not as out of reach as you think.

Find a VA. Find a mentor. Find a support group.

A good support group can mean the difference between flailing and flying. Because when you find a place that nurtures your soul as much as it nurtures your business, you cannot help but win.

Victory is inevitable

The right support group will:

  • Put your head in the right place when you can’t because there are days when you have no idea what you should be doing next

  • Take your hand and show you the way to find YOUR way (not some big head’s path that doesn’t fit you), especially on the days when you can’t see which way to go

  • Give you the tools to grow 3 - 4 times faster than on your own because you have leaders in your corner who have done what you want to do with your business

  • Free up the peace and calm in your mind that you need to focus on your growth and expansion

This is exactly the goal with Fire of the Diamond. And our active members are growing every day.

If you’re looking for a support group that will create space and peace for you and will nurture your growth with the tools and guidance you need to succeed faster than you would on your own, I highly suggest our home and open the door for you :)

In fact, we’re running a Taste of the Fire to help you see if this is the right space for you. For 7 days, you can get access to Fire of the Diamond for $7. Bring a piece of copy that you really need to fix and get feedback on it, take a look around and swipe our docs and files, get access to our Happy Hours where we jam on questions and creating success. You get unencumbered access to the one space that will ignite your own fire.

411: If you decide to leave after the door closes, all you have to do is cancel your subscription via your PayPal. You’ll not be charged another dime. But should you love it there as much as I know you will, after that 7th day, you’ll automatically be billed $49 a month thereafter. (Pennies considering the copy work that you have access to now!)

Come on in! The door is open!

Our businesses have a mathematical potential that we’re not living up to (here’s proof)

It’s THURSDAY in the hisousssse! Who’s down for some quick math?? It’s not mine nor are they verified, but this is from what an outsider can see...are you ready to see what strategy and showing up can do for you??

Let’s take a look at a business that was already booming when I found it, but it’s realllly blowing up and it’s not slowing down.

With the explosion of the Woo in recent years, this particular owner has lit it all on fire. And it started with a message that’s held true from the get.

She went from an Etsy shop in 2011 to a roaring online and an offline presence. In six years, she’s maintained her integrity, her quality, and her message.

That said, her Etsy beginning has led her to a fully-stocked brick and mortar, plus an online space that sells over 3000 products. She didn’t stop there. Her YouTube channel has over 16K subscribers that pale in comparison to her almost 600K page likes on Facebook. But even though she reaches over 2M people in 60 countries, that’s not the math I want you to calculate with me today.

She hosts 4 classes for which she prepares and teaches each week for an hour a week. So, that’s 4 hours of teaching (minus prep, of course). Ready?

In the one class I was in, she had 1,169 members. Approximately, 700 people in there are in the class bundle.

So there’s a difference of around 300 in each of the groups that are NOT in the bundle course.

The math, then, looks something like this:

700 x $60 = $42,000 (membership bundle)
700 x 19 x 3 = $39,900 (kits for all three classes)
Total: $81,900

Now, we have to do the separate 300’s in each group (I don’t do math well, so I’m sure you can figure this a faster way!)

300 x 3 = 900 (members total that are in the various groups)
900 x 20 = $18,000 (membership for all three groups)
900 x $19 = $17,100 (kits for all three classes)
Total: $35,100

So both the bundled and unbundled peoples LOL equals approximately $117,000 a month.

Not including sales from the site OR the headquarters!

Now. That said. This isn’t the whole picture, of course, some people won’t buy the kits. And there are more than 1000 people in each group.

But my point is not whether or not my shit math is right or wrong. My point is that if you are FOCUSED and DRIVEN, numbers like these are not impossible for you, either.

She started with a mission from her soul. She showed up every single day (and still does...multiple times a day!) and is there for her large community. She encourages and empowers. She provides tools and knowledge to help solidify that commitment. And she has a big ass team to help her build her empire.

She has a creative director now. And I’m pretty sure she’s got a PR person on hand now because her media appearances have drastically increased in the last three months. And there has to be a marketing strategist in on the biz, too, because everything is so well coordinated that it’s like a well-oiled machine.

No longer a fly-by-the-seat-of-your-American-Eagles hobby.

NOW. I need to hear from you. What are YOU going to do now that you know what’s possible? PLLLEASE hit reply and let me know if these numbers inspire you or make you want to throw in the towel.

Announcing the next evolution of your business

Business online is a living, breathing thing that changes from day to day and month to month.

The people we are, collectively and independently, today is not who we were three years ago.

Fuck, we weren’t even who we were six months ago.

Nor should your website look, feel, or sound like it. You grow and change -  your home on the web should reflect that.

Show off where you’re headed in words and design that evoke the emotion that they utterly long for from you.

If you ran a brick and mortar, it would be 5x more expensive to upgrade your business than it is to do it online - so I truly love that our sites have the flexibility to grow and change and evolve with us so easily.

It’s kind of why Dani and I come together to create something that our clients have expressed they wanted. An agency-style service that is her gorgeous designs alongside my emotional words.

This is NEXT-LEVEL business.

And this is for the owner who wants to become a legend in her audience’s mind - and her own. 

Welcome to your next evolution of success.

Welcome to the Legend-Maker.

Want to know more? Book your call with The Mage and I.

I write your legend- But you have to live it

When clients come to me and tell me what they do, I can tell right away whether or not they understand the depth of what they do.

I take the info they give me - I research their work and their results and fill in the gaps with the underlying emotion behind it.

So when I work with people, they walk away with words that express who they really are. The kick is that they didn’t see it before.

Let’s face it: We are all works in progress. We’re all doing and growing and learning and changing. This is life. Life is growing through change.

So when I write copy, I write for your past and your future.

It’s up to you to live up to what you read in your copy.

When you do, you make room for higher profits, higher end clients, and a life on lock.

So you want to build a legend? This is where you start.

Anatomy of Legend-Making

  1. Start off with an idea that has potential to stand out. (Hint: That’s not life coach, transformation coach, or business coach - think higher and deeper.)

  2. Be willing to push yourself way outside of your comfort zone to make it work.

  3. The self awareness to know your truest capabilities.

  4. The courage to do it - even if it might be wrong.

  5. The strength to do what you need to do every day - even when you don’t fucking feel like it.

  6. Display copy that pushes you to do it.

Creating your legend starts in your chest, behind your sternum. Let me in. Let me show you (and the world) what you are capable of.

Then go live it.

Keep Waiting…

The most hurtful shit you can do to your profits is wait. I’m going to wait to put up a landing page because I don’t know what I want to use it for.

I’m going to wait to invest in a Director of Operations because I LOVE doing shit I am no good at.

I’m going to wait to launch that program because I need to do more market research.

What. The. Fuck. Ever.

Just say, “I’m going to wait because I’m scared.”

Period.

Fear is the ONLY reason we ever wait.

You’re afraid of losing money.
You’re afraid of making the wrong decision (guess what? Unless you’re dead? You can always change the road you’re on...so fuck “mistakes” that don’t exist).
You’re afraid of someone seeing your work and judging you for it.

Just fucking do it.

Launch your program because Fear is standing behind you and he’ll never leave. So you have to learn to function like that.

Send off your book proposal. Because Fear doesn’t want you to.

See? Now you get it. Now you understand that you have to call on your inner Rebel Bitch to fuck Fear in the head with its own dagger.

And the deal is? If YOU are not the one holding the blade, he won’t subside (he’ll never die, he’s immortal. BUT you can wound him beyond capacity for a while).

Fear is an excuse.

I am afraid.

I’m afraid every day that I won’t succeed.
I’m afraid that my wolves won’t survive school bullies or their own demons.
I’m afraid that life is going to happen and I’ll not be able to deliver on time.

But you know what? They are all my own lies.

Fear and I are best friends.

But he knows I don’t have time for him. So I unsheath my blade every morning and I lovingly take it to his temple, cradling his neck in the crook of my arm and my breath on his ear, and thrust the tip squarely into his temple as I hold him tight.

He whispers, “Until tomorrow, my love.” And out go his lights.

But he doesn’t usually wait until tomorrow. He shows up all teeth grinning and ready to fight before the day is over.

No matter how you see it.

There are those who will argue that Fear is a safety measure and it aims to help us. But. I know my demons. By name. And this fucker doesn’t have my safety in mind.

Regardless of how you see Fear, regardless of how you want to get rid of it, you’ll never be able to.

You have to learn to work and live around it. To shut it down for a while. Just long enough to do the thing that you need doing.

That’s what we do in Fire of the Diamond.

We have real conversations about what’s real and what’s not. What you’re capable of and what you’re currently operating at. What you really, really want and what you’re willing to do to get it.

Fire of the Diamond is the sexy fight club where business owners battle themselves to let go of the distractions, the fears, the doubts, the pain, the uncertainty, and lack of knowledge to realize, to actualize the business owners they have to become in order to live and work the way they dream to.

We fight the good fight every fucking day.

And if you’re ready to beat Fear or any of your other excuses for not winning as much as you want to, then you need to click here and join us. (Besides knocking Fear the fuck out...I also get to help you tighten and hone all the words so they sell for you. Unbeatable.)

Or just keep waiting…

WRITE COPY THAT SAYS YOU KNOW WHAT YOU’RE TALKING ABOUT

Save your chit chat for social media.

When you start your web copy with the likes of, “Aren’t you tired of…” or “When was the last time you…”, you 1) bore your reader into not wanting to read because EVERYBODY asks those same questions. And 2) it sounds like you wrote your own copy.

And if you want me to pay you thousands of dollars for a program and you’re writing your own copy, it means that you are likely not as successful as your fanciness is trying to make me think you are. And, therefore, likely not a master who deserves thousands of dollars for a program.

Enter Doubt.

Doubt is that son of a bitch that robs your bank account of all the dollas that should be flying in. He tells the reader, “pay attention, something sounds fishy here...why are they putting up subpar words and design if they are making $500K a month? I mean, you have time to do that??? Come on...get your head out of your ass, dude.”

So then, you’re left with less and less profit flowing in. More stress opening the door and fewer conversions making life easier for you.

Doubt kills sales.

You have to write like you know what you’re talking about. You have to start with a start that grips them from the beginning.

How do you do write copy that does that?

You start with narrative. With pain or pleasure that immediately hits home. You start with power statements that catch them off guard by forcing them to read the next line simply because it creates intrigue.

AFTER that, you can MAYBE slide into a more relaxed tone...but I don’t suggest it. Not here. You’re trying to sell. Not find playdates for the kids, goddamn it.

I mean, if you’re a BOSS at what you do...SOUND like it. Because coupling that sound with social proof and straight-talking? And you’ve got a WINNER. You’ve got PROFITS.

A few examples of headline copy that stands out and gets read

YOU’LL MAKE (APPROX) $897K OFF YOUR IDEA

THE PEOPLE’S WHOSE LIVES YOU’LL CHANGE WILL BE CRAZY IN LOVE WITH YOU. EVERYONE WILL TALK ABOUT HOW FUCKING KILLA YOU ARE. THEY’LL BEAT DOWN YOUR INBOX TO GET A PIECE OF YOU. AND YOUR WAITLIST? 6 MONTHS LONG, AT WORST.

ONLY NOT.

NOT? What do you mean NOT? Why won’t they?? See? The headline for the Diamond Evolution pulled you in, painted a picture of what you want to see happen in your practice, then told you you couldn’t have it. Leaving your brain asking, “WHY THE FUCK NOT, TANIA?? GODDAMN IT!”

Let’s look at another example:

EMAILS NOT GETTING BETTER THAN 2% OPEN RATE?

AD SPEND LOITERING AT $5.64 PER CLICK BECAUSE YOU CAN’T GET ANY CLICKS ON YOUR ADS?

Here I started the Fire of the Diamond sales page copy with a question, but it wasn’t a random, arbitrary OMFG-I-have-to-read-this-again question. It was a snap your brain at attention question.

The luxury 5-bedroom on the beach.
Retired hubby.
Random trips around the world whenever you feel like it.

Another headline from a recent Black Diamond Copy package... no questions. Just started right in with the brushstrokes of the painting for Anita’s copy over at You Can Make You Happy.

Let’s not stop, shall we?

There IS a place for you.
On the throne of your Universe.

Commanding attention from the start. Speaking to that longing to find where one belongs. Short and punchy is what springboards the rest of the power copy behind Lindsey Rainwaters’ site and her Black Diamond Copy.

Annnd this is another question done right:

The longing to create a multiple-six-figure impact on the world and your life?
Is about to become your ultimate reality.

It’s not watered down. It’s painting THE picture they’ve been trying to paint with their lives, so it speaks to their struggle. And answers with hope and intrigue. “HOOOOWWWW, Lenka?? HOW is it going to be my ultimate reality?? I’ve been spinning my wheels for months!”

Headline copy matters.

What happens if you choose the boring, I-don’t-want-to-think-too-hard headline? You choose not to make an impact. You choose to let the reader decide not to read. You choose to let money walk right out of the door it came in through.

Develop headlines that:

  • Pique interest so they want to finish reading

  • Sound like you outsourced your copy because you’re not struggling with your business and don’t have time to write it

  • Bolster trust because it speaks to the true needs they have, not lazy, watered down questions that speed your writing along, not their emotion

  • Pulls at their hearts’ desires, their souls’ longings, and their wallets to open them for you

  • Banks profits because it hits the emotional nail on the head for your readers, making you the obvious and only choice

Headlines are doorways. Open them with power copy that says you know what you’re talking about.

Or close them with “let me hurry up and get this done” copy.

The profits are yours. Or not.

 

The Pusher

The darkness falls.

I am there.

The light comes.

I am there.

When your soul cries to you, when it screams that there is better, there is more, there is something other than the dirt under your nails from clawing your way out of your own abyss.

I am there.

I got you.

No one will hurt you on my watch. No one will let you hit the ground when you are free-falling from your leap of faith.

But it’s so hard.

Your fear is so much stronger than you are.

And every day that you give into it? EVERY decision you make to do SOMETHING ELSE, instead of what you planned to do. Every time you say yes to your demons and not to your soul,

I am there.

I am the Pusher.

I push you beyond your demons. Not because I want you to ignore them. Mostly because you want what you want. And you deserve it. ALL>

But you also have tremendous fear that stops you from having it.

And I want to fuck that fear up for you.

But I can’t.

So I have to push you to do it with me.

In Fire of the Diamond, we fight every goddamn day. We fight the demons that want to keep us comfy. That want to keep us from possibly being rejected or seen as “less than” or as “not enough”.

These demons mean so well. I love that they love us so much that they want for us what others don’t give a shit about.

But.

Fucker. Step to the side. I got shit to do.

So every single day, I go through the fucking mental work of telling him to sit the fuck down until later. Sometimes MULTIPLE times a day. He’s a persistent fuck.

He gets pissy because he wants what he wants. There’s just no time for it.

Think about the last time you told the demons to sit the fuck down. What happened?

You got some amazing fucking results, didn’t you? You scored a contract you didn’t think you’d get. You walked away from a life that was no longer serving you. You made money that you didn’t know you could make.

Because you took control of what’s rightfully yours...your mind.

So I show up in Fire of the Diamond every fucking day to push the Diamonds to be better than they were yesterday, to not fall for the songs the lonesome demons sing to them.

DragonLady.
Former military.
BITCH.

Ever since I can remember, I’ve held titles like these. But it all comes down to the fact that I don’t like bullshit...even if you are serving it to yourself.

So I own my status as The Pusher.

You will never get where you want to go if you don’t give yourself permission to OWN what’s rightfully yours.

Want to be pushed? Ready to face the demons? Want someone to face them with you? Join us.

Nike doesn’t sell sneaks

“Just do it” has NOTHING to do with sneakers.

It’s obvious.

There’s no mention of their superior arch support for feet that pronate.

There’s no mention of their slip resistant bottoms for all types of running surfaces.

Harley doesn’t advertise their superior...well, brand. They say, “Ride like you stole it”.

It’s the EMOTION that sells.

Not the padded seating or the tie-them-and-stay shoelaces.

You don’t sell your product as a feature to getting the riding or running experience you want the clients to feel.

You lovingly wrap them in the potential they’ll realize when they throw their legs over or tie on your shoes.

It’s emotion.

It’s always emotion.

And if it’s hard for you to write that emotion, you need to put your marketing and copy in the hands of someone (anyone...I don’t give a fuck who) to do it for you.

Because they don’t care HOW they get there. They just want to know how it’s going to feel.

And how they want to feel? Is on fire.

What is that going to mean for YOUR reader?

It means the end of struggle, whether it is in the form of reaching status (or feeling like it) or wanting to get in shape, you need to know what their specific struggles are because yours are different from mine.

It means painting the picture of life AFTER your product or service.

Will they have the body they want?
Will they feel good out of the bed in the morning because they put in the work?
Will they feel like a boss in their shiny new Bentley?

What are they going to become when they’ve worked with you?

Answer these questions - in their entirety, like, sit for half an hour and FORCE yourself to think of all the ways that their lives will change because of you. Then, use those answers to drive the emotion that you are looking for them to feel when they work with you (or buy your products, if you are a product-based).

Note: Sometimes, pain drives sales. Sometimes pleasure. In the coaching industry, pleasure, desire, longing, sex, money are the best sellers.

And THOSE should be what drives your copy, not the number of sessions via Zoom, or how you can use email to stay connected during crisis times, etc. They definitely should be mentioned. But they are tools, features, and they have their places.

But they are NOT selling points.

There. If you have questions, hit me.

Otherwise, if you struggle with this, I am your solution. Period. I don’t write copy. I write emotion. And it’s that emotion that makes you money.

NURTURE TO THE BIG BUY

The Big Buy. That’s the goal.

You know...the package you DREAM of selling them on...that’s what the goal is. Walk them from the front door of your store (your social) all the way through the store (your entire site) to the hidden back room where the REAL magic happens (your TA-DA! $5000 coaching package).

But people want to get people on their list and start trying to sell that big ass monster right away.

You can’t do that. You need to prove that you are the master and that you have the solutions they seek. If I am going to pay you $5000, I need to feel super comfortable that I am not going to end up like the horror stories that have been running around.

So. What are the steps to get there?

Connection
Authority
Trust

So what are you doing to build them? If you’re not addressing their needs with an opt-in that gives them a taste of what you can do for them? You’re missing a chance to express your authority.

And if you have that opt-in, yet you are following up with hard sales pitches before you even establish your authority...wellllll….if that hasn’t yet worked out for you, it means that your ideal client isn’t into it.

You have to change it.

Create emails that express your authority while nurturing a relationship.

The more they see you know what you’re doing, the more trust you build. And that’s the key.

Trust is the last emotion they feel before they click “Buy”.

But how can they get there if you’re not showing them who you are, how you get results, and the results you’ve gotten...without making them feel sold to?

By creating emails that establish your brand authority. By answering questions completely and openly, as though they just paid you to give them. By knowing what answers they need before they ask them.

That’s what a nurturing sequence does.

Do you have that in place?

How many emails did you set up to do that? 3? Can you establish trust in three emails?

Try a MINIMUM of 7.

Have each email set up to relieve a problem and close with a call-to-action that is simply, “hit reply”. Or offer them a chance to connect with you for free (which they still may not take you up on because...hey, they don’t trust you...yet!).

After you run through their seven biggest problems, offer them the deets on YOU. They’ve gotten a ton of value out of you, now they’re ready to hear your story.

This is where you have a chance to build connection - or run them away. They’re not looking for your wrap sheet. They’re not looking for the painful details of your childhood.

They want to know that you understand their struggle because you were once there.

THEN. BOOM, BABY!

It’s time for a sale. Not a $5000 one, either. Something easy. NO barrier style of breezy.

Have an ebook? Sell it.

Have a low-cost course? Sell that.

Have a discount on a 1:1 consult? BOOM. Do it.

It’s the gateway drug to more of your awesome and the Big Buy...if it’s done right.

SO the question is...are you willing to keep throwing away money by not adequately nurturing the relationships that cross the threshold of your website?

If not, then pick up the Black Diamond Funnel*. A steal at $699, it will disappear forever when this sale is done.

*Black Diamond Funnel: Landing page ($399 value), opt-in copy ($99 value), 7 value emails ($350 value), tripwire landing page copy ($399 value), and an upsell email ($75 value). Total value: $1322...only $699 while supplies last.  

Why can you not understand???

There is NO one and nothing in this world that will ever make you feel worthy of the success you want. Not a fucking thing.

So this business about not showing up is all fear-based unworthiness. And I’m really fucking ready for you to own who the fuck you are.

You want the big ass home office? Fucking get it.

You want the wait list of clients? Fucking get it.

You want the goddamn blacked out 4Runner? Fucking get it. (Oh, wait...that’s mine.)

My point is if there is something you want, you deserve it. And showing up is how you get it.

Don’t fucking ask WHY you should have it.

Don’t fucking ask HOW you’re going to get it.

Don’t fucking WAIT for it to come to you.

NOTHING works like that.

You are already good enough to have allllllll the shit you want. If you show up.

So-and-so is not better than you because she has a gold MacBook.

She’s not better than you because she’s got the waitlist you want (or so she fucking SAYS).

No one is BETTER than YOU.

Yet. YOU are BETTER than NO ONE.

Sidenote: Let’s get this straight.

You deserve the fucking world. But don’t go getting all cocky and nasty about it, you dig?

The world deserves you to show up as fully in love with who you are and who you are becoming.

So act like that, too.

I’m walking a fine line with unapologetic bullshit. Because I still feel while we are worthy as FUCK to have every single thing we want, we still owe the world some fucking kindness.

Have manners. Be polite. Be respectful.

TO YOURSELF, too, goddamn it.

You can’t go saying shit to yourself that you wouldn’t say to a kid, you know the saying.

I can tell you, I’m playing small right now. This rant is a reminder to myself, as well to you. That I have to take what I want without asking if I deserve it or not. By showing the fuck up.

It’s not permission to shit on anyone to get it.

It’s permission to FEEL your own value and worth without looking at past behavior and going, “WTF, TD? Karma, bitch, you ain’t gettin’ it.” Because we ALL have demons. So just show the fuck up.

I, frankly, am in love with my demons and my darkness, so I’m not ready to get rid of them. That means I accept and love them for who and what they are.

Am I a perfect mother? Fuck no. I love the shit out of my kids, but I have no idea how to show them that.
Am I a perfect business owner? Fuck no. I’d be...I don’t know where I’d be. But I wouldn’t be still here.
Am I in perfect shape? Fuck no. I hate exercise, but I adore some fucking grease burgers from the Greek joint. OMFG. I’m going home today. To get some. Because I fucking deserve it. I also deserve to take care of myself. So, I’m going to lay off the ice cream instead LOL

Just fucking STOP second guessing everything. And yourself. Just show the fuck up.

Make the vids. Post the important posts. Don’t worry who might read it and say, “Fuck you!”. Don’t worry about haters crawling out of their holes.

Just fucking show up and DELIVER THE GOODS.

Life is easy. Let it be easy.

PS? If you’re down to have this kind of support daily with biz, personal, AND copy support? Do NOT miss the Fire of the Diamond. Join us today.

Copy that Fuels Funnels that Build Relationships (+ makes you more money)

She lands on your site. She’s AMAZED at your work. (Mostly at the copy you’ve so proudly displayed that so emotionally expresses what you do (ahem).) So she opts in to your list. And she’s actually looking forward to your emails because your freebie is THE solution she was looking for.

BUUUUUT.

You sent her the opt-in that delivered the goods. But what did she get after that?

Nothing. Until next week when she the blanket list email goes out. And it’s pitching a massive program, so she’s done. She’s not going to stay around for the rest of what you have to say.

So how do you use copy to keep her from taking your freebie and running away?

By showing her how important SHE is.

By showing her how her life will be when she’s done working with you through content that speaks to the solutions she’s looking for.

And yes, you get to throw a light offer in, but hold off until the third rendezvous or so.

So, send her the thingy she opted into your list for.

Then send her another solution-based email (not a dissertation because she’s reading on her phone and won’t try to read a long email. Promise.) written with copy that sings to her soul.

After that, you could choose another tie-in solution that will lead to an offer tomorrow. Oh, and yes...I’m talking daily sends, not weekly.

And now, you get to finally make some money! Send her a special offer written in copy that leads to another solution she’s been waiting for that ties into your brand and your freebie AND your big sell at the end of all this. :)

Send her a few more value emails...all relevant to her and to your brand.

Then, send her your story. By now, she’s really gotten to like you because you’re sending such fantastically written email copy that is soooo about HER that she wants to know a bit about you.

That’s when you hook her.

You tell her your story (again...not the unabridged version) and tie it to how it helps her.

Because tomorrow? You’re going to sell her on either a) a call to get on the line to discuss what she needs or b) your big package.

Of course, there are a ton of funnel maps out there. You can Google any one of them and put them into play.

But, this format is copy that builds relationships.

It builds connection.

It builds a foundation for more.

But. Only if your email copy is worth reading.

Because  you can send all of this awesome ALLLLL day long, but if your subject line copy sucks, she won’t even open them.

Or if your email copy fails to deliver the info in an engaging way, she’ll stop reading, even if she does open.

So. Check yo’self. Go to your funnel, your nurture sequence, your open rate data, your sales data and see what is working and what needs to be fixed. Your answers are there.

And if you don’t have the answers you want, grab the Black Diamond Funnel package for a $300 discount right now.

Build relationships. Build your bank account. With emotionally-charged, revenue-driven copy.

Is Your Site Doing the ONE Thing You Need It To Do?

Stale and disconnected or fresh and emotion-packed for a SOULFUL connection?

It’s up to you.

Copy that feels new, that is energized by emotion is copy that shows off the real you. You know, the you that doesn’t freeze up and not know what to say once you sit behind your keyboard? Yeah, that you.

It connects people to your business because it allows them to feel your why, so they feel connected to your mission. So they are more inclined to become customers.

Your website is your storefront and your employees. It shouldn’t “explain” who you are and what you do. It should graphically and boldly paint an indelible mural about your business, one they can’t take their eyes off of.

The first brushstroke, the first word, on your site sets the tone for the entire piece.

Your copy is the masterpiece that sends people on down the line of the web to the next business they are looking for...or it completely arrests them and holds their breath hostage.

And when they do get their breath back, they keep reading...begging for more of that.

That soul-deep connection is what they have been searching for. It aligns them to your mission and leaves them flipping the pages of your site to see what else you have to offer them.

Calls to Contracts

Another powerful motivator in getting the yes is that people know up front who you are, what you stand for and how you get them what they need.

They book calls with you, but they already know they want to work with you because your copy and your site told them exactly what they needed to know. They only want the call so they can confirm their suspicions.

And the human mind looks for the similarities. So if the emotion that drips across your site has already set them up to FEEL you, they get on the call ready to accept that feeling. (The psychology behind this is our minds don’t want to be wrong, so we look for reasons to be right!)

If your copy is on-point, you get to close more calls with yes’s without even selling.

Without even SELLING.

Your site does it for you.

No more sweating over whether or not you’re answering their questions in ways that will make them want to work with you. No more sweating over being the salesman of your company. No more sweating over whether or not you’re instilling confidence in your ability to deliver results.

Your site does it for you.

All they want to do when they come to you? Is to know that you’re real and that all they felt when they read the site is what they feel on the phone with you.

Period.

That’s why it’s UBER important that your site stay fresh and up-to-date and EMOTION-DRIVEN for results.

That’s why it’s UBER important to stay on top of the words they read.

That’s why I write Black Diamond Copy.

And this is how you do it:

  • Draw them in with the magic of your essence shamelessly tattooed on your Home page.

  • Wrap your arms around them with an enthralling About page that pulls them through your story.

  • Show off all the ways you can help them with a Work with Me that sends them reeling and looking for more info.

  • And get the “yes” with a Sales page that touches their pleasures as deeply as it touches their pain, so they want and need you before they get on the call with you.

You have such powerful gifts. Put them on the page to create a SOUL-FILLED connection they won’t want to turn away from.

Go forth and bleed for them. Build your Legend.

It takes TIME...and balls.

This week’s vlog brought to you by Bad Hair, Don’t KERRRR and balls. It’s a quickie, so give me 3:11 of your time and :30 to answer one quick question at the end to help you go another step today.

 

Gary Vee. 11 years ago.

 

Decided to start. And didn’t stop. Not because of fear. Not because of second guessing. Not because of comparisonitis.

Gary Vee. Sunday.

 

Yes. He has a team.

But because he got past the beginning.

Chris Brogan. 10 years ago.

Chris Brogan. One week ago.

Because he got past the beginning.

My point? These guys have been in the game for over 10 years. Pro comes with TIME. It comes with EFFORT. It comes with getting past the SUCK.

If you’re not producing content because you feel like you suck compared to people who have been doing this for a decade? Your decade will never pass, if you don’t start.

Let me know what’s stopping you in the comments or on Facebook.

PS?

If you want to laugh? I’ve been at this game for 4 years and I feel like I’m still standing in the same place when it comes to vid and content creation. But every day that passes is a new lesson that gets me closer to my goals. Are you with me?

Sh*t Pricing Advice (and the fix)

When online consulting (coaching - I use this lightly because many out there are not at all coaches) services blew onto the scene, there were a few people pushing others to charge exorbitant prices because it gave the buyers an inflated sense of the seller’s credibility and authority...not because they got results first.

What’s happened since then is people woke up and found out the people who were charging thousands of dollars couldn’t get them the results they were paying for.

Now, the market is flooded, we have a shit political scene, and everyone is still trying to roll on the same dime. Guess what. It’s not going to work.

This is the place where you say, “OMG! My time is so valuable! I need at least $5000 for one hour!” (totally!), then whine because everybody sees you don’t have the social proof and refuse to pay you the money that you think everyone else is making.

OR you say, “Fuck it. My goal is to build a real business. So I’m going to use some ethics and make some real shit happen by charging what people will pay + a little more.”

Does that mean that you aren’t valuable? No. It means you’re smart and that your time is as valuable as they think it is. And if you are asking for that kind of investment, then you need to have social proof that you get results to back up the claims that you get them.

So how do you get to high ticket pricing?

You have gotten results for people and they tell everybody about them
Your product is in that much of a demand
You have a background or have been highly trained in the field of expertise your business is in

Social Proof Wins

Social proof is other people showing off your results for you. So, when someone asks for a referral and multiple people scream your name, you’re winning at the social proof game. You’re getting

  • When people refer you to their friends without prompting, you’re winning.  

  • When people write to you to say how amazing your work is, you’re winning.  

  • Social proof is the adult equivalent of Swatch watches. Once all your friends have one, you’re cool! So, grab those screen shots of Betty Jo bragging about how she’s made X since working with you and put them on your site.

    Give away some freebies to get people to give you testimonials. It’s the equivalent of free samples in the mail! And you know everybody loves those. 

  • Hold some contest and get people to talk about you - Dani Marie Turcotte did this and I love the fucking idea. She told her followers that if they would submit a video testimonial of working with her, they could win a prize. Genius.  

  • Sing praises of others. Because….then they’ll sing praises about you - it’s the law of reciprocity. It works.  

  • Reach out to influencers that you can offer value to and ask if they mind you doing that thing for them. Make it completely douchebag-free and 100% genuine wanting to help.

Growing your business means eating shit for a while. I don’t care who you are. It’s not magic and there’s no fucking formula, except product + customer base = sales. How you get to the numbers you want will be different for everybody.

If you need help growing, join Fire of the Diamond. We’re growing businesses every day.

 

Screen Shot 2017-06-19 at 8.32.57 AM.png

 ^^^ advice in action LOL ;)

The ROI of Good Copy vs. Emotional Copy

First let’s define a couple of things:
Copy - the art of selling via words. Thus making everything you write copy because your ultimate goal is to drive an action. Even if you’re just hanging out and talking about booze and bikes. Or whatever normal people talk about.

ROI - Return on Investment, but I know you knew that. Whatever money you put into your biz, you want to know the ROI of it. But. Guess what? Not all returns are monetary. Some are in the form of connections or followers or growth.

Disclaimer: ROI of copy needs many strategic conditions to be put in place. When we talk ROI today, it’s going to be in concept, not specifics, to express a point.

Couple = two. Let’s get started.  

  1. Good copy tells.

    “You will not believe your eyes when you can finally fit into that bikini on the beach this summer! Super slim helps you stop cravings, keeps your energy up, and burns calories.

    Get your 30 day supply here.”

    Blah. Boring. Overdone.

    Will it make money? Likely. Because there are still people out there who are at that breaking point and who want to fit into that bikini so bad, they’ll invest in anything to make it happen.

    Will it make as much money as it did 10 years ago? No. Because the market is flooded enough that there are a bajillion more options out there for people to choose from. And more factors now come into play: authority, credibility, “do you smell like a scam artist” are all more important now than they were when this kind of marketing hit the net.

    So. Can you make money on shitty copy? Yes. And on good copy. Can you make better money on better copy? Read on…
     

  2. Emotional copy sells.

    “Don’t spend another year hiding under your tee shirt while the kids play in the ocean without you because you just aren’t comfortable on the beach in that two piece that you wore three years ago.

    It’s time. This time is different because you have Super Slim to curb that 3pm breakdown snacking that negates all your morning success, to help you dig up the motivation to step on the treadmill before you sit down to work, and to help you burn up the calories when you do take it.

    This is your year. Super Slim will help you make it happen.”

    Will this make money? At least double (approx) what the last made (assuming marketing tactics are a control in this experiment).

WHY?

Because emotion is what people need. Emotion digs beyond the superficial. Emotion speaks to the soul.

And if you sell anything, you need your products to speak to the souls of your would-be customers. Especially if you’re in an online service space because you now have approximately 900X the competition that was once online. And you have to rely on your ability to connect to the heart of the people you want most to work with.

Without the emotion, you’re leaving a roadblock between your ask and their yes.

How to speak to their emotions

By understanding their desires and their fears beyond the superficial, you give yourself the advantage of whispering into their souls.

That’s where their WHY comes in. And the majority of my client questionnaire questions asks that WHY. The WHY is the lead into everything they truly want.

They want a BMW over a 4Runner? WHY? They want to shop a Neiman Marcus over Saks? WHY? They would rather spend their Friday nights around a campfire with 2 of their closest friends that at a bar in Ibiza? WHY?

The psychographics that guides each and every one of your prospect’s decisions are the things that also lead you to writing the copy that guides them to the YES!

So. Know their WHY. Write emotional copy. Make more money. WHY? Because emotion is what drives higher sales.

And if you’re focused on your clients and don’t have time or the inclination to dig deep enough to write that emotion, I am happy to do it for you with the Black Diamond Copy promo - more than doubling your ROI on this particular package.

Grab four pages of copy (Home, About, Services, and a SALES PAGE) for the OBSCENE (and limited time) price of $699. WHY? Because I want you to win. And this is a powerful way to do it.

Things are changing...Because they always do!

Change is inevitable. We told Dad decades ago that his TV repair shop was not going to make it if he didn’t embrace computers, learn the repair process and open up the doors to a new world beyond TV repair.

But 45 years in the industry and he was deeply rooted to the romantic idea that he could make it work.

He couldn’t.

Big clunky big screens gave way to sleeker, more easily replaceable models and the shop died when he did.

Had he pivoted, my lil bro MIGHT have wanted to take it over, but he knew as well as I did, without that shift to bigger and more profitable things, he needed to find work that suited him.

So the legacy my father had spent decades building around town passed away as soon as his memory did.

I don’t want YOU to do the same thing. Don’t be a romantic.
it’ll kill you and your business.  

Ways to Recognize the Romance:  

  1. You hold on to the idea of something because it is what you know has worked.

    BUT just because something HAS worked, doesn’t mean it WILL work. And like fucking bell-bottom pants, it likely will come back into fashion, but right now? If it ain’t flowin’ like the Nile, you need to burn those hideous things and find a fashion fit that hugs your curves properly.

    ACTION: Seek out what you LOVE and let that fire light the fire of the people you want buying your stuff.
     

  2. You see other people having success at it.

    BUT if you haven’t had the success you want with it? It might not be meant for you. Everyone has their strengths. I want you to play to yours. You NEED to play to yours. Not every business trend will work for you. Find a business that feels good and flows easily out of you everyday that people need.

    ACTION: Figure out what you’re really super good at and find a way to make that your biz.
     

  3. You once made money but you’re not making it anymore.

    This happens to people who like to say, “But I made $75,987 dollars doing it - five years ago.” Um...yes, but if you haven’t made jack in the last 6-months? You need to re-evaluate and recognize that the market has changed.

    The market changes constantly. What you used to do may not work now. For example, when the online space began to open up, it was all push marketing. That had to change. Because people changed. They became overwhelmed with the self-centered shouting people did on Twitter.

    Then content marketing became all the rage. (It still is, but the way it’s carried out is completely changed - this is a WHOLE other blog post...Dani, can you remind me of this next week?)

    Now, you have to be able to tell the stories (content marketing), make the connections with people (network marketing), and fucking pitch (push marketing) in order to blow shit up. Holy shit. Do you see that? What we have now is a cocktail. This is what I am officially dubbing Hybrid Marketing.

    ACTION: Figure out a tweak that makes sense and carry it out. Is it that you need a bigger audience? A more targeted audience? A new selling angle? A new gig altogether? Or OOOOORRRR are the methods for growth that you’re using not working because new ways of doing have come out and you haven’t adopted them?  

Take a look at your vision. If you want to make shit work, it needs to be as fluid as the market is. Use what’s here to light a fire of success under your ass and book a jam session if you need help doing it. Or join us in Fire of the Diamond if you’d rather have daily strategy help and copy support.

Copywriting as a Pillar of the Creative

In a market as crowded as yours, the 7,987,692 businesses all have ONE shot at making a difference. That shot is the Creative.  

If you can nail the Creative, you can elevate your brand above the standards of your competition and your industry.  

Because the Creative is the means to the attention. How many ads do you overlook in your Facebook feed because they either a) don’t apply to you or b) they DO apply, but it feels tired and stale?? Think about that for a sec.  

And since you know that to be truth, you already know that allowing yourself to run ads that are standard or substandard is basically throwing your money away.

What is the Creative?? 

The Creative is the visual and the text of an ad campaign. Copywriting is half the Creative. Design is the other half.  

So, slapping “Make more money, working less” on an ad with a smiling coach or internet marketer on it, is lazy Creative.  

Copywriting has to be given its due. You don’t run ads half-cocked. You let them bake and ruminate until fully developed. Only you need to make that “fully developed” period last no longer than 1 hour.

Speed.  

Agility.  

Copywriting that explains and enhances the visual.

That’s winning at the Creative.

Now. How do you write the copy that helps the Creative win? 

  1. You know who your copywriting has to appeal to.

    Are your buyers mostly male or female?
    What stage of life are they in?
    Where do they live?
    What’s their income?

    We use the demographics only for a basis for copywriting. The real fun comes with the next question.
     

  2. You UNDERSTAND said buyer.

    Not just the demo, but the psychographics. How they think, how they feel, what they long for, what they struggle with.

    Copywriting is based in emotion because emotion sells. And that is your sole goal. So ask the hard questions:

    What does your buyer like to do for fun? WHY?
    What dreams light them up? WHY?
    What struggles do they face every single day? WHY?
    What music do they love? WHY?
    (See a pattern here??)
    What’s their clothing style? WHY?
    What would they drive if money was no option? WHY?

    Copywriting based on emotion is copywriting that is based on the WHY. Why do they do the things they do? THAT’S how you sell to them.
     

  3. You know what your product solves.

    Know every struggle that your product solves...in the eyes of your customer...not just in the way that YOU know. So, know what users have to say about your product and list them all.

    Then cross that with the people who are your ideal customers to come up with 3-5 different headlines that speak to the things people have said about your product and what you know about the people who buy it.
     

  4. You don’t settle for the same trite statements that you see spewed every day.

    Triteness is lazy copywriting.

    THIS is the place where you get to unleash your inhibitions and allow your mind and your heart to speak to those you want buying yo’ stuff.

    THIS is the creative of the Creative.

    Avoid buzzwords like “more money” and “better work/life balance” and “feel like a kid again”.

    Avoid jargon that only people in your industry will understand.

    Write in specifics. THAT’S copywriting that hits home.
     

  5. You have a BUDGET for the Creative.

    Spending $5 won’t get you many results...not even with Facebook. It will get you SOME, but not enough to convert.

    So, allot a sizable enough budget that will.
     

  6. You hire a team that can serve up the Creative if you can’t do it yourself.

    I hired Dani because I knew I couldn’t pull off the design aspect of the Creative like I should. And because of that, our traffic is growing and so are our conversions.

    Likewise, if you don’t have the copywriting down or you don’t have the design portion of the Creative, put together a team that will elevate your business with you.

Copywriting and design are the Creative that you need to stand out in your industry. Take them as seriously.

Building a legend happens without you knowing it

Zeppelin. The Doors. Tool.

Legends we’ll never forget. That our kids will hear about and not understand. Legends, nonetheless.

But these people didn’t know they were building their legends.

They just knew they were doing what they loved. And they couldn’t stop doing it.

So when the struggle came, sure, they wanted to give up. They wanted to quit at one point or another. Everybody does.

But Legends don’t.

They sit down and figure out the whys behind their fights and they come up with solutions. Then they work those solutions until they need new ones.

But they don’t stop.

Yesterday, my son asked me why I have a bracelet that says #Legend on it (thank you, Eyenie!). I mean, I don’t make music (although, I do, in my own way). I don’t have 9M followers (nor do I want that many because I like to know my peoples).

What I do have? Is an unfuckingrelenting determination that gets me up at 3:30 - even when I’m tired. That pushes me to create for other people’s businesses every single day. That allows me to keep going even when I can’t fucking see the road.

And many times. We’re all like that.

We set our goals. We set our maps to those goals into motion. And then BAM!! Motherfucking doubt comes and shits on us. Or fear fucks with us. Or LIFE decides, “NOPE! I have other fucking plans.”

And if you’re a Legend, you find your way around it. Or fucking THROUGH it.

Because you see? Legends are built in phases.

The Phases of Legend-Building

The WTF Am I Doing Phase

You really have no idea what you’re doing. You just know you’re doing what you’re supposed to be doing. Something that calls to you. Even if you SUCK at it at first. Because every artist sucks in the beginning.

But you keep going. You don’t know why. You just know it FEELS right.

When I started online, I was just writing because people told me I was good and I could make money at it. And I thought, “Hey! I might survive being a SAHM if I can do this!”

And shit was tight. There was no money for a website or for ads or anything. I did it all myself. Even though I had no clue how. I wanted even to learn how to code so I could build my own shit. That didn’t last long.

I had no idea what I was doing. I just knew I had to do it.

The HOLY SHIT! Something’s Happening Phase

This is akin to LZ releasing Led Zeppelin III. They kinda had a feeling that this wasn’t going away at that point.

They just knew they needed to bring it because I & II lit people up...now they needed to carry the torch. Otherwise, they’d fizzle out like most wannabe legends.

Same for biz. Once you’ve gotten into your groove and you’ve proven that you can do some killer shit and understand it wasn’t a fluke, then you’re in the next phase of your legend-building.

This is the point where a ton of businesses drop off. Because they see they that this shit ain’t easy and they don’t have time for hard. Or because they don’t believe in themselves or their past success, so they say “fuck it”. Or because they can’t see a next step.

The HOLY SHIT! Something’s Happening Phase is not easy compared to The WTF Am I Doing Phase because you kind of threw some spaghetti at the wall and whatever stuck, stuck. And you could feel your way through it. Phase two is like, shit I really need to prove myself. But at what?

Usually this is also the phase where the pivots happen. The story gets tightened and toned so that you’re really working in your zone of genius because you’ve actually FOUND a zone of genius.

So then the FLOW begins.

The FLOW Phase

This is where you really bump your shit up. You’re solid. You have a growing client base and things are undeniably awesome. Sure, you have some bombs, but you’re good and moving through them.

Now you have signature programs or iconic products and people are beginning to know who the fuck you are.

You have a solid team in place and everyone is working for the common good of your biz. Ads are a constant and working well because you’ve found your THANG.

This is easy! And scary...because it can all go away at any minute. So this is no time to rest on your thingies (cackles??). You need another growth spurt. You need to expand. Get bigger!

You’ve outgrown the fish pond you were in...now it’s time to become the shark you’re born to be.

The JAWS Phase

This is where you become relentless in your pursuit of greatness. Without a doubt, peoples’ lives are changing because of you. I don’t care if you’re Uber or Target or Tony Robbins.

There are powerful things shifting that you have to continue to power. This phase gets hard again. Notice how the hard shit always follows the easy shit?

Your legend-building continues on this path.

And as long as you continue to grow and bring value? You’ll have those 9 platinum records under your belt that you never expected when you started.

But you have to be able to work through the phases. By the way? The JAWS Phase isn’t the last. There’s no telling what the last phase actually is because it’s different for everybody. But if you can make it through the JAWS Phase, you’ll likely make it through any phase thereafter because you’ve proven that you can get hit and keep moving forward.

So.

If you’re in this game because you HAVE to be in this game? Because you love it SOOOOO much, because you can’t NOT be in this game?

You are, in fact, building your legend.

Copy That Removes Barriers From Coaching Sites

It was black. Slinky. And oh so sexy. It beckoned your hips. You knew that dress would accentuate all the right parts of you. The debate in your mind was lost before it was ever started.

So you popped it into your cart. Ready!

But by like the 30th second of the ordering process, you were already pissed off because 1) you were trying to type on the phone and the site didn’t pre-populate the fucking fields for you because that would be too much trouble and 2) what the fuck does your mother’s maiden name have to do with your purchase?

SO. If you’re me? You said “Fuck this” and went to Amazon.

If you’re patient, then you likely went ahead with the order.

But what if your clients and customers are me? What if we’re landing on your site, reading your copy and thinking, “fuck this, I don’t need to read about yet another life coach who is still charging $9,000 per hour for shit that sounds exactly like the other shit I’ve read on 10 sites this morning, alone.

“Yeah, thanks.”

X. (<---that’s the site closing...did you get it??)

Copy removes barriers when done well. It sets them up to say yes before they even know all the details.

I shit you not.

I get people who read a headline and are like, BAM! I’m in!

Then I get people who read every word because they couldn’t NOT read each one.

WHY?

Because copy written to the soul, from the soul, removes barriers that prevent people from saying “Nah, not now, bruh.”

The soul knows.

It understands the person who needs you most. It understands what fears the prospect might have about buying from you. It understands what that potential client LONGS to hear.

It can remove the barriers that are the doubts if you use it right.

Now.

Soulful copy still needs culling.

This is permission to write from your soul, but also to edit like a fucking ruthless boss on a Monday morning after the festival of all festivals who is not ready for your hungover bullshit.

Because powerful, soulfully written words need to speak with authority. Not dictator-style wording.

More like, “I’ve been doing this for 900 years and gotten life-changing results for all my clients”-style wording.

How? How do you cut out pieces of your heart???

By remembering that the more you linger in a space, the more you endanger your chances of a yes.

Copy should be concise. Keep the really, really important parts by remembering that every single word has a purpose and should lead straight to the yes.

So assess each line and ask, “Am I straying too far away from the headline and closing the loop?”

Editing is really the polishing on the gem that your heart sputters out to you. And it’s super important that you don’t let your romantic idea of standing and pouring it all out to your ideal client prevent you from making sales.

Tell them all about the struggles the two of you are going to end together and how beautiful their lives are going to be when your sessions are over and how you’ve worked with this one and that one and this is what happened and this is how happy they are now.

All these things matter in their minds.

Because if you can’t paint these pictures for them, you’ve not removed the wall and all the barriers that are automatically up in their minds about buying from anybody...especially coaches, since they’ve likely been burned a gazillion times by shitty people.

Your goal: Write from the heart to remove the barriers that are their own doubts and cynicism, edit like a fucking boss and make sure you hit all their pains and pleasure points. All of them.

 Any questions? Hit me! <3