The ONE Thing that Fuels Profitable Copy

What you want to say is trapped inside. Being terrified to bleed means that the people who need you, can’t recognize you. 

I’ve asked in groups and I’ve done assessment after assessment and the one thing that comes to me is the coldness that so much copy is riddled with. 

Do they tell what you do? Yes. 
Do they let people know how you can work with them? Yes. 
Do they introduce your detailed background in hopes of connection? Way too much yes. 

But the one thing it doesn’t do is move the soul. 

When you sit to write your copy for your site, you look at it from an analytical standpoint. 

“What do they want to know?”
“How can they work with me?”
“I have to put my entire life’s story in my About so they can love me.” 


That’s not at all how you write copy. 

Profitable Copy Has To Have FIRE

Profitable copy MUST be written with passion. With fire. Whether that fire fuels comedy (there’s a ton of passion in being funny) or deep wisdom of the ages. 

It’s the passion, YOUR passion, that your readers are looking for. It’s your passion that makes you stand above the noise. 

There’s not a single person that’s you, besides you. Until you write copy. Then you’re just like the chick standing next to you in Google search. 

You can’t have that. You can’t ALLOW that. 

Accepting less that the cathartic bloodshed that reveals the depths of your soul and your deep passion for helping them is accepting that no one will read your words. 

This is the kind of reaction you want from the people you want to work with
Just read the FIRST DRAFT of the sales page Tania Dakka is writing for Real To Ideal and I'm practically in TEARS!
Not only did she speak from my soul in a truly authentic way, but she also reached deeply into the soul of my ideal client and spoke HER truth too!
Not a single exaggeration or embellishment of what I can deliver, not a single pain point manipulated or bullied. This sales page had me running for the Sign Up Now button even though it's my own program! ~Mollie Fagan

You want them to read your words and be MOVED. You can’t move them to the “Book Now” or “Buy” button, if you can’t move their emotions this way. 

So. Either learn to bleed or let someone bleed for you. Even if it’s not me. 

Because that’s where your money lies. In the bloodletting and the soul shedding. 

What the F*!? Is Compelling Content, anyway (and how do you craft it)?

If your content sucks, you’re sunk. Period.

And you might have the best/most interesting topic matter in the world, but if your writing tanks, the readers won’t dig on it and if they don’t, you’ve lost. Literally

People will only follow up material that kicks them in the feels.

What feels?

Any and All of them.

And on

Because if you can arouse in them the things that matter most to them, you fucking win.

So, How do you do that??

1. By knowing your ideal clients inside and out.  If you’re new here, this won’t be the first time you hear me say this.  And if you’ve been around a while - sorry, not sorry.

This is the crux of your entire business.

If you don’t know your customer/client intimately, you can’t create products/programs/ services/promos/specials/ads/content that they actually want to read.

Therefore, you struggle more than you profit.

Feedback to signal your brain

  • Pay attention to comments/likes/shares your ideal clients make in social

  • Analyze them and adjust your content/copy to reflect what you learn.

For example, listening to what people in my community were saying, we were able to give birth to Witchy Business, the daily planner that anticipates rituals, spells, and other lunar awesomeness because people were longing for one that was all inclusive of their aspects of life (time, biz, body, witchiness).

2.  Craft your own unique vantage point.

Everybody regurgitates content they’ve seen, even when, especially when they’re starting out. But I beg you to pull out of that slag quickly.

People follow people who teach them new things and you can’t be that somebody unless you are cultivating your own viewpoints, ideas, and voice.


By practicing - fucking being willing to be seen and heard - that’s where your voice comes from.

And by stepping away from the computer to allow yourself uninfluenced time to think.

By taking action and letting shit fail, so you arrive at what doesn’t.  And publish the fuck out of it ALL.

Become that creator that people come to know, like and trust easily.

3. Give them shit that’s going to jet propel them forward.

Rather than posting a plain opinion blog post, give them meat and ask them to take action.  By giving them steps to take your position yourself as a caring leader in your industry (hello know, like, and trust).

4. Craft headlines that have them racing for the link to see what you had to say.

This comes from knowing them and writing to them in intriguing ways.

  • Avoid asking weak, watery questions

  • Use cliff hangers - not click bait

  • Speak directly to their fails or their pleasures

So if you want eyes, you have to give them a reason to look.

Send your next creation through this test and see if you pass:

  1. Is this information that I’ve heard my clients asking for?

  2. Have I taken my own stance/angle with the info? Did I interject my own research/data?

  3. Did I make it actionable?

  4. Does the headline feel weak and obvious or unusual and intriguing?

Ready to sell your next program/product? Pick up a Money Page and you’ll also get a traffic plan that includes what your clients want to see most from you.

You Have to Do More Than WRITE the Sales Page

You have a grand idea. So you did what every business owner does and put up a for sale page.

Maybe wrote a blog about it. Maybe sent an email about it. Maybe you even did a video.

And then you likely forgot about it.

That sales page was fabulous (especially if you got it from me). 27 people saw it. And out of those 27 people, you might have had one ask about your service.

The problem wasn’t the sales page. The problem wasn’t your service. The problem was that not enough people saw it.

So when you create a product that is being released as a long-standing (not a timed) service or product, you have to put in your mind that you need to drive traffic to it consistently to get your numbers up.

How much do you want to make from that page?

You have to calculate the revenue you want from your new sales page. Then you need to calculate how many people you need to buy it. Then you multiply that times ten and that’s how many QUALIFIED people you need to see the page.

Then you work to drive the traffic.

Not with just a blog post.

Not with just an email.

Not with a simple video.

You create a plan. A long-standing plan that allows you to take it step by step.

What I’m talking about here is what the big advertising agencies call a campaign. Yes, you are a solopreneur, bootstrapping your way to fame. But RIGHT NOW...with the way the landscape is shifting you have to become a marketer.

And Money Pages help you do that.

Money Pages are sales pages that come equipped with campaign suggestions that will help you stand on the level with great marketing teams to help you drive the traffic you need and want for your sales page.

You’ll walk away with creative ideas, strategy, and tactics (that go beyond “post in 10 groups” 5 days per week) that:

  • Remove a chunk of fear out of creating content
  • Help you create more targeted content
  • Allow you to stand above the noise of your industry
  • Gives your creative department a shot of steroids they need to really KAPOW your reader
  • Takes out your ideas that you don’t know what to create

Money Pages are more than sales pages. They are profit-makers.

So what program, course, or service do you have that you KNOW you need Money Pages for? Hit me and let’s nail the deets and see if I can help you navigate the murky waters of marketing your wares and making money from them.

The Deets You Don’t Want to Ignore Next Year

What is your industry’s open rate?

Most industries are somewhere between 19-24%. But there are exceptions, of course. What’s yours?

What is your industry’s average click-thru rate?

Most industries are somewhere between 2-7%, with the occasional exception, of course. What’s yours?

What subject lines does your audience open most? you know what your highest opened subject line is? What’s next? And then after that? Those three give you a great idea of the voice, tone, and type of content your readers are highly interested in.

Are you tweaking said subject lines with each week’s send?

Are you SENDING weekly, at least?

93% of companies don’t even utilize an email marketing campaign, so they send when they feel like it...which is usually when there’s a sale.

What length emails do you send?

Do you know that the length affects click-thru since over 50% of emails are read on mobile? Have you studied your audience’s habits and tweaked?

Did you know that you have a potentially larger audience in email than you have in social, if you write the right subject lines and content? It’s true, especially given the increasingly restricted algorithms.

Did you know that you can make a living off that “potentially larger” audience (even if it’s small!) if you’re listening to them?

Email marketing is the main line to your audience

Email marketing is the main vein running between you and your potential clients. But most businesses shove it to the side because it doesn’t FEEL like a profitable line, since they aren’t getting the results they want from their lists.

The problem isn’t the outlet.

The problem is the way the outlet is used.

Optimized subject lines matter. Length of emails matter. But more than that? The CONTENT matters. The voice matters. The angle matters. The COPY is the lifeblood of your email marketing.

If you do know what your industry’s averages are and your business is running well below it, tweak what you are doing.

If you know your audience well enough and you have the right tools in place, your business stands to earn $44 per $1 spent on email marketing (Wordstream). But it’s more likely that you’re one of the 93% of small businesses that aren’t even utilizing it.

Dude. I fucking love email. I will send every day. Most weeks. And I get responses and replies (very hilarious ones, too!) because my audience is ready for me to jump in and educate/entertain them.

As a result, when I post programs and offers, I get opens, click-thrus, then buys. That’s how you optimize for a list under 10,000.

If you think you can’t make money on a small list, you’re 100% WRONG.

Either fix your email marketing. Or let me do it for you.

Kick ass!
Tania Dakka

3 Things Before My Brain Crashes

As you know, we burned the Merch Store a while back. All save a couple of pieces. 

Well, it's time to start rebuilding. And we're starting with an idea that made me fucking GIGGLE like a crazy woman. But check out the vid to find out what it is! 

I'm putting the links here, but check out the vid for details, too!

Click here to check out Inbox on Fire and here for Tania's Slay Your Q1 2018 PDF. 

Click here to see Sage Goddess and here to check out Rocks&Bones (for those not interested in hearing that stuff here!)

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.”


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 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…


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




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:



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.


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.

Former military.

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.


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?


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.


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.


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.


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.


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.


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 ^^^ advice in action LOL ;)