🌟 Before we dive in…
Ok, I told you I'd be honest. Last weeks email didn't sit right with me.
‘You mean your very first newsletter, Annabelle?!’
Yeah, that one.
It was just a bit… newslettery. Turns out I can't bust out of the gates and be morning brew. So I'll just keep wading through until I’ve found my newsletter voice.
I’ve made that sound really appealing havne’t I? Thanks for being a pal and sticking with me.
But read this section, it’s good.. 👇
🧠 Copy Chops
This will increase your conversion rate on any ad, offer, or upsell — in any market or format (and it takes 5–10 minutes to do). ZING!
Humans are lazy (mostly). We don’t want to expend energy, and learning zaps us out. So - unless we’re very motivated - do we love the thought of having to learn stuff?
Not often.
So how do we sell and educate people and keep their motivation high?
We use timeline and permissive language
That means using phrases in your sales page/emails etc like:
— “It will allow you to…”
— “It will free you…”
— “It will make it possible to…”
— “It will enable you to…”
— “It’ll open new doors for you so you can…”
…You get the idea.
We don’t want our reader to feel the weight of learning, we just want to give them the outcome. Yeah, we’re spelling it out for them. Yeah, it works.
Shout out to Alen Sultanic for teaching this in the epic NHB group.
🛠️ This Week in the Trenches - Some stuff I’ve learned
Rushing copy is like microwaving a croissant. It can be done. But it’s dirty and it’s wrong.
Make it consumable. The best performing lead magnets this week were short + snackable. Think: 1 page max if a PDF. If a video, super tactical. No one really wants a 12-page guide. Again, back to the weight of learning thing like above.
Sleep on your copy: You know when you look back at something you wrote the week before and you think: “Was I okay?” Yeah. The best edits come after a walk, a nap, or a break. Ask me how I know (after completely rewriting a nurture sequence from 2 weeks ago). Your subconscious knows how to do stuff, but you've got to give it space. So write it and come back to it, if poss.
Sack your clients If they suck from the start, their energy won’t magically shift mid-project. Protect your peace and sack that client/sucky creative partner. Fuck em (or bless and release, choose your adventure).
🔥 Steal This Idea - Give your freebie cult classic status by..
Renaming it. Yeah... Boring names get ignored. Great names make people click before they even know what it is.
Now let’s be clear, I’m assuming you’re working with something good, it just needs the name zazzing up.
So here’s how to punch it up:
Before: Goal-Setting Workbook
After: The Clarity Kickstart: Make Faster Decisions with Less Mental Clutter
Benefits-driven, not just vibes. Shows what it helps them do.
Before: Client Onboarding Checklist
After: The Bulletproof Client Kickoff Kit: Start Strong, Avoid Scope Creep
Swaps generic for outcome. “Bulletproof” implies protection. “Scope creep” hits the pain point.
Before: Sales Page Template
After: The Lazy Founder’s Sales Page: Steal This Before You Build a Whole Funnel
Playful, punchy, and designed to attract founders who want results without complexity.
📣 P.S. Wanna be in next week’s ‘Trenches’ section? Reply with your funnel, lead magnet, or sales page. If I see potential, I’ll break it down (gently and anonymously) on YouTube - or improve it for you.
Speeeaking of which, watch this before you create your lead magnet.
Till next time,
Annabelle
