What the Ugly Duckling Can Teach You About Your Brand Story: and your Customer Journey Origin Story

One of my favourite movies growing up was Hans Christian Andersen, starring Danny Kaye.

And no—I’m not that old… but it was a favourite of my parents, so naturally, it became a go-to rainy day film for me and my sister.

I could still tell you the whole film scene by scene.

That’s the power of a great story.

It sticks in your mind. Shapes how you see the world. And sometimes, it reappears years later with a powerful lesson—especially when it comes to building a personal brand that stands out.

There’s one story from that film that’s always stayed with me.

And it turns out, it’s the perfect way to explain what I call your Customer Journey Origin Story.

What Is a Customer Journey Origin Story?

In brand storytelling, your Customer Journey Origin Story is the foundation of connection.

It helps your ideal audience understand:

• Who you are (beyond credentials)

• What you’ve been through

• Why you do things differently

• And why they should trust you

It’s not just a personal story. It’s a strategic marketing asset.

If you’ve ever struggled to write your About Page, explain your “why,” or stand out in a sea of sameness, this story structure will help.

And believe it or not—it’s the same structure as one of the most iconic childhood stories ever told: The Ugly Duckling.

The Brand Storytelling Lessons Hidden in a Fairytale

You probably already know the tale:

“There once was an ugly duckling

With feathers all stubby and brown…”

This is where every great brand story begins: identity.

It’s how the world sees you—and sometimes, how you see yourself.

“And the other birds said in so many words…

‘Get out of town…’”

Here’s the struggle—the part so many entrepreneurs and business owners can relate to.

Maybe it was clients who didn’t “get” you.

Maybe it was you rejecting the traditional approach.

Maybe you launched something that got criticism, or worse—silence.

But that’s where your real story begins.

Because beneath all of it was a truth the world hadn’t quite caught up to yet:

You.

And your unique way of doing things.

“All through the wintertime he hid himself away…”

This is the discovery phase.

The quiet period where you regroup, refine, and rebuild.

“Till a flock of swans spied him there and very soon agreed:

‘You’re a very fine swan indeed!’”

This is recognition—the moment your value is reflected back to you.

• A customer who sees you

• An offer that finally lands

• A mentor who says, “You’ve got something here.”

“And he looked, and he saw, and he said:

‘I am a swan! Whee!’”

That’s the joyful realisation that the magic was always there—

You just needed the right story to reveal it.

Why Your Origin Story Matters to Your Business

If you’re a coach, course creator, or service provider, your story isn’t just background noise.

It’s a powerful marketing tool.

When written well, your Customer Journey Origin Story can:

• Make your About Page magnetic

• Help you build trust instantly

• Set you apart in a crowded market

• Attract clients who feel seen

• Become the backbone of your brand messaging

In short: it’s how you move from “just another option” to the obvious choice.

And the best part? You don’t have to invent anything.

The story is already there. You just need to tell it right.

It turns out I just needed to charge my Kindle…

How’s your New Year’s Resolution going?

Somehow, we’re in April, and for once in my life, I’ve found a resolution I can stick to.

I was sick of suddenly finding myself enraged 27 minutes into an unplanned doomscrolling session.

I was also tired of saying, “I used to love reading, but I just don’t have time for it anymore.”

So on January 1st, I blew the dust off my Kindle, plugged in the USB charger, removed it and tried the other way around, removed it again, and finally got the thing to charge.

Then I started a read-every-day streak—and I’ve stuck to it ever since.

At the time of writing, I’m 94 days and 25 books in, and it’s safe to say it’s going better than the last time I tried.

Why I Gave Myself Permission to Quit

The difference?

I refuse to keep reading a book I’m not enjoying.

No guilt. No powering through out of obligation.

If it doesn’t hook me, it’s gone. Dead to me. I’ve already moved on.

And honestly?

It’s the same with your customers.

The Inbox Reality Your Funnel Has to Compete With

We’re all in a constant battle with our inboxes.

(Unless you’re one of those monsters with a six-figure unread email count. Seriously—how do you sleep at night?)

Most of the stuff clogging up my inbox gets deleted without a second thought.

I’ve already moved on.

But there are a handful of brands and creators I read religiously.

(Not on my knees with incense burning… just on the regular, you know?)

What Great Email Marketing for Course Creators Has in Common

What sets them apart is that I’m invested.

• I know their backstory.

• I care about why they’re doing what they’re doing.

• I’m eager to find out what they’re planning next.

And that makes their emails feel less like marketing…

…and more like a conversation I want to keep having.

It’s also why I occasionally buy what they’re selling—even when I had zero intention to when I opened the email.

That’s the difference a great story makes.

A great brand story grabs you, moves you, and keeps you reading—without you even noticing.

A story that shows your customer you get them just as much as they want to be understood.

That there’s a reason you care.

And that your offer didn’t just fall out of the sky—it means something.

Why You Need a Customer Journey Origin Story

That’s what your Customer Journey Origin Story is for.

It connects the dots between what you sell and why it matters—so your emails don’t just inform, they stick.

They build trust… they create momentum… they give people a reason to say yes—because they finally feel seen…

• If your About Page reads more like a resumé than a reason to connect…

• If your welcome sequence is packed with value but still getting ignored…

• If your audience scrolls, skims, and silently disappears…

It’s time to change the story.

Let’s Craft a Brand Story That Converts

I help course creators and online business owners create Customer Journey Origin Stories that connect, convert, and make your offer feel like the obvious next step.

What if ‘Nurture First’ Is… the Worst?

You’ve been told to “nurture before you sell.”

Build the relationship. Offer value. Be patient.

But what if that well-meaning advice is quietly killing your conversions?

Let me explain.

A course creator I worked with had what looked like a solid funnel:

Lead magnet? Check.

Welcome sequence? Check.

Genuine value packed into every email? Absolutely.

But they didn’t mention their paid offer until Day 7.

Seven days of pure nurture.

No invitation.

No solution.

Just the hope that, eventually, value would lead to a sale.

And by the time the offer came?

The excitement had passed.

The momentum was gone.

And many of their leads had already signed up with someone else.

It’s something I see a lot—and I totally get it. The idea of “nurture first” comes from a good place. Quid pro quo. Reciprocity.

But what if the person was ready now?

Would they really raise their hand and demand you sell them something?

Probably not.

(I’m a Brit. From my point of view—definitely not.)

That PDF, that free course, that quiz… they didn’t get up one morning and dream of getting their hands on it.

They downloaded it because you offered it.

That itch they need scratching, that solution they’re desperate for, that opportunity they want to take advantage of—it’s still there. And they’re waiting for you to offer to help.

But that initial spark—the moment they signed up, when they were most ready for change—has fizzled out.

Or they’ve found comfort in the arms of the competition.

This is exactly the kind of thing I look for when I audit someone’s customer journey.

Often, it’s not about adding more. It’s about connecting what’s already there in a way that makes it easier for your customers to say yes.

---

Ready to design a customer journey that actually works?

The Doing, Thinking, Feeling Framework shows you how to connect with your audience at every stage—and turn that early interest into action.

Yes—that annoying pop-up you closed earlier?

If you now want it 😅, just scroll down and fill in the footer at the bottom of the page.

That’s if you want to read my free PDF.

But if you’d rather cut to the real reason you came here—

Let’s talk.

Your customers don't have a short attention span. They just don't remember you.

Brutal? Yes.

True? Unfortunately.

Without a story that sticks, you're just another face in the feed.

Another email they meant to read when they had a moment to spare but it got buried under a mountain of spam.

And your offer? That launch you've been pouring your heart into?

It barely registers.

Last week, I broke down Know, LOVE, Trust—how people don't just buy from brands they like, but from the ones they love.

But if they don't even remember you?

They'll never fall in love with you.

Most coaches and course creators work hard to explain what they do.

→They highlight their experience.

→They outline their methods.

→They detail their processes.

All necessary… but not necessarily… memorable, without a story to back it up.

Because facts inform, but stories stick.

Your story burrows deep and refuses to leave.

That's what makes your customers think, "Finally—someone who ACTUALLY gets me."

A story like that makes you unforgettable. 

How? It:

✅ Stakes a claim on your unique identity

(Why you? Why not anyone else?)

✅ Embraces vulnerability

(Because nobody connects with perfection.)

✅ Reveals your breakthrough

(The moment it all changed.)

And it plants the seeds of possibility… of achieving the transformation they're secretly craving.)

Without this?

🚨 You're forgettable. 🚨

But with it?

Your audience doesn't just remember you—they want to be a part of your story.

That's the power of a Customer Journey Origin Story—my latest offer that transforms you from just another expert into THE expert they've been searching for.

Want to become unforgettable to your ideal clients?

📢 Limited spots open soon: contact me if you want to grab one

I'm calling time on Know, Like, Trust

“Like” is not enough.

Like is such a weak word.

I ‘like’ vanilla ice cream. I LOVE salted caramel.

I ‘like’ white wine. I LOVE red wine, even if it makes my skull feel like a bass drum the morning after.

I like Billy Joel. I LOVE Bob Dylan because his lyrics cut deep.

Raw. Unfiltered. Layered with meaning.

This means I can look past a certain… err… distinctive… vocal style.

He tells stories that get under your skin and stay there.

Not everyone likes him. But those who love him? They REALLY love him.

He’s polarising.

And that’s the secret.

The difference between like and love isn’t about being the most polished, the most technical, or even the most popular.

It’s about storytelling.

Dylan’s words don’t just rhyme—they resonate.

His stories don’t just entertain—they pull you in and make you feel like you’re living them.

And that’s exactly how you build a loyal audience in business.

Because Know, Like, Trust only gets you so far.

It’s fine for casual customers—the ones who buy once and move on.

But if you want people who buy everything you sell?

Who open every email?

Who tell everyone about you?

You need Know, LOVE, Trust.

And the best way to get there?

With a story that hooks them in, gets under their skin and stays there.

A story that instantly:

✅ Establishes your identity

✅ Tells of your struggle that they relate to

✅ Reveals the discovery that changed everything

✅ And paints the result they dream of achieving for themselves

And this is the foundation of a new offer I’m putting together:

🚀 The Customer Journey Origin Story.

Your origin. Your story. What defines you, calls customers to you, and get’s them to stay for good.

Because when you get this right?

Your audience doesn’t just like you.

They don’t just trust you.

They feel like they’ve found their people.

They love you.

And when they love you? They buy everything you sell

Even if, one could argue that you sing like a drunk man in the park yelling at the pigeons. 'Cos if you listen closely, he’s actually delivering some of the most poetic rants you’ve ever heard.

🐦 🤪 ❤️‍🔥

Click here to find out more

AI is coming for online courses.

I heard yesterday that if you don’t have time to consume a course you bought, AI can now watch the videos for you and deliver the highlights.

And if course creators don’t have time to create, write, and design their course themselves?

Well, AI can handle that, too.

That should terrify everyone in this industry.

Because if AI can consume the course… and create the course… how long before people just skip buying your course altogether and ask AI to teach them instead?

How long until we simply exist in some computer-generated echo chamber?

And, of course, we all know that AI never makes mistakes, right?

(the image is my attempt to see which parts of the US are on Central Time for a new client I'm working with... seems like the Gulf of America has another name change!)

So, what can we do to counter this?

You double down on what AI can’t replace:

• Your experience

• A genuine connection

• Delivering an actual transformation

And a customer journey that makes people want to stay, engage, and learn from you because of WHO you are and WHAT you know, and not what you can type into some AI bot.

Now, I'm no anti-AI luddite— when it's good, it's very good.

But when it's bad, it's...

awful.

The best testimonials are the ones you write yourself.

And before the *cancel* button is clicked, let me explain.

You’ve seen them everywhere.

“Loved it! 5 stars!”
“Highly recommend!”
“Game-changer!”

Nice? Sure. But persuasive? Ermm…. nope.

Your eyes glaze over and with barely a *meh* you scroll on past.

For the value they add, they might as well not be there.

Because a great testimonial doesn’t just tell people you’re good at what you do.

If you’re in business, have a website (you *have* a website, right?!), you’ve worked with clients… there’s already an assumption that you must be good enough.

A great testimonial should be detailed. Tangible. It should remove the reader’s doubts and objections before they were even aware they had them.

It should make them feel something.

Why Most Testimonials Fall Flat

A weak testimonial says:

“This course was great!”

A strong testimonial says:

“Before taking this course, I was overwhelmed and second-guessing every decision I made—that’s if I could even make a decision.

Now, I have a strategy. I have a plan. The worry and anxiety are gone. And for the first time in my career, I feel confident and assured—and my clients can see and feel the difference.
And the best thing? My calendar is booked solid for the next 3 months, and I owe it all to this course.”

✅ It speaks to common pain points that others will be feeling

✅ It highlights specific results that others want

✅ It details the emotional transformation that others dream of achieving

And it plants the idea of “Well, if it worked for them… it’s bound to work for me, too”

And makes it much more likely that those “others” reading those testimonials are one step away from becoming your next customer.

I know what you’re thinking.

“That sounds great, but whenever I ask for a testimonial, I get a couple of vague lines about how nice I am—if I even get a response at all.”

The good news is, there’s an easy fix and all it takes is to STOP asking clients to write a testimonial for you.

They’re so focussed on their current success, they don’t particularly want to revisit how they felt before they met you. They might even struggle to remember everything they did. So they dash off a vanilla “this course was great” and breathe a sigh of relief that it’s over with.

Instead, talk to them.

💡 Ask them how they felt before they worked with you.

💡 How they felt while they worked with you.

💡 And how they feel now that they’ve got the results they’d hoped for.

And then use what they say to write a testimonial that tells that story. 

Now I’m not saying make it up, and I’m absolutely not saying to put words into their mouths.

But take what they say and restructure it, refine it, and highlight what matters most to future customers and before you know it, you’ve got a scroll-stopping testimonial that makes a difference.

(and of course, you must *always* get their agreement before using it).

For the last two weeks, I’ve been interviewing people who’ve worked with my client and getting them to open up and share their stories to help me market a new course they’re creating, and I’ve got some incredible testimonials to write based on what they said.

And yes, I’m writing them, because I’m a writer… and they are not. 

I know the objections my client’s ideal customers will have in their minds and with the very real experiences of past customers, we can bust them wide open.

That’s the difference between a testimonial that’s doing little more than filling space and a testimonial that actually helps you to sell yourself and your course.

The Dirty Little Secret of the Online Course Industry...

My 1Password account is (metaphorically) bulging at the seams with logins for online courses and memberships I haven’t finished, haven’t started, or completely forgot I bought.

And I know I’m not alone.

Most of us, at some point, have signed up for a course to learn a new skill, improve an existing one, or finally master something that no matter how much you work shows no sign of improving.

(Looking at you, imposter syndrome)

I’ll admit, I’m mostly to blame for not finishing them.

Mostly—but not entirely.

Because the responsibility of a course creator doesn’t end with the credit card payment and a login email.

Yet, the industry average for course completion rates sits at a woeful 𝟱-𝟭𝟱%.

Here’s the thing: getting customers to actually consume what they’ve bought doesn’t just benefit them—it has huge upsides for you, too.

𝗖𝗼𝗺𝗽𝗹𝗲𝘁𝗶𝗼𝗻 𝗿𝗮𝘁𝗲𝘀 𝗺𝗮𝘁𝘁𝗲𝗿.

Here’s why:

1️⃣ 𝗧𝗵𝗲𝘆 𝗣𝗿𝗼𝘁𝗲𝗰𝘁 𝗬𝗼𝘂𝗿 𝗥𝗲𝗽𝘂𝘁𝗮𝘁𝗶𝗼𝗻

Happy, successful students who finish your course become walking, talking testimonials.

Word of mouth is the ultimate persuasion superpower.

2️⃣ 𝗧𝗵𝗲𝘆 𝗕𝘂𝗶𝗹𝗱 𝗟𝗼𝘆𝗮𝗹 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀

People are far more likely to buy again when they’ve had a great experience and trust you.

Whether it’s a low-ticket tripwire or a high-ticket coaching program, if you deliver on your promise, they’ll be back for your next offer—and the next.

3️⃣ 𝗧𝗵𝗲𝘆 𝗣𝗿𝗼𝘁𝗲𝗰𝘁 𝗬𝗼𝘂𝗿 𝗥𝗲𝘃𝗲𝗻𝘂𝗲

Satisfied students don’t ask for refunds or file complaints. Or at least they shouldn't.

High completion rates reduce churn, protect your earnings, and create fewer customer service headaches.

So, how do you keep your completion rates high?

You need to see your customer journey with fresh eyes:

• Are you overwhelming your customers with too much, too soon?

• Do you have an engaging and effective onboarding process?

• Are you making it easy for them to track progress and celebrate wins?

The good news? It’s all fixable.

If your course completion rates are tanking and you don’t know what to do, send me a message.

I’d love to help you create a course your students can’t wait to finish.

Is your lead magnet building your business—or just your email list?

I’ve been working with a long-term client over the last few months to review and refine her customer journey.

She currently uses a free mini-course that she’s incredibly proud of—rightly so.

It’s jam-packed with value, demonstrates her teaching style, and serves as a great introduction to her brand and what she stands for.

But…

It’s not generating the engagement we’d like from her new subscribers.

The sad truth is that people don't value FREE, so you only have limited time to grab that engagement.

And while her email list generates the majority of her revenue and fills her courses and launches incredibly well, I couldn’t help but notice:

Too many subscribers weren’t taking the leap to become paying customers.

Here’s the new strategy we’re rolling out to fix that:

1️⃣ A New PDF Lead Magnet

We’ve created a downloadable guide that delivers three major breakthroughs for her new subscribers.

It’s bold and direct and takes a stand against some of the ideas in her industry with which she strongly disagrees.

To keep new subscribers connected to her teaching style, we’re adding an embedded video on the confirmation page. It’s personal, welcoming, and sets the tone for what they can expect.

2️⃣. Driving Traffic To Waitlist Pages

Each of the breakthroughs in the lead magnet aligns with one of her signature courses that launch throughout the year.

We’re inviting subscribers to join the waitlists if they want to learn more, giving us a great way to plant the seed for future launches and give revenue a boost, too.

3️⃣ Monetising the Welcome Sequence

After downloading the guide, new subscribers enter a Welcome Sequence that will promote one of her most popular low-ticket evergreen courses.

It’s been a proven winner in the past, so instead of starting from scratch, we’re repurposing an existing promo sequence to keep things streamlined.

This three-pronged approach will:

• Attract her ideal clients while naturally filtering out those who aren’t a good fit.

• Boost future course launches by engaging warm, pre-qualified leads.

• Introduce her new subscribers to a high-value, low-ticket course that teaches essential skills they’re keen to learn.

By rethinking her strategy, we’re boosting revenue, increasing engagement, and positioning her as a trusted expert in her space.

It’s so easy to set up a lead magnet and let it do its thing on autopilot, but sometimes, taking a step back and reviewing the entire customer journey can have a huge impact.

If you’d like me to take a look at your lead-gen strategy, send me a message.

I’d love to help! 👀

Is your business turning away customers without even realising it?

Every business comes with its own terminology and jargon—terms you use day in and day out. But to your potential customers, it can be like you’re speaking another language.

And if this creeps into your marketing, you might as well be saying, this isn’t for you…

But that’s not always a bad thing…

Because it all hinges on knowing who you’re looking to attract.

Appealing to the Unaware

If your ideal client is early in their journey—whether they’re new to your industry, market, or just discovering you—you need to strip as much jargon out of your messaging as possible.

The last thing you want is for confusing terms or insider language to push people away.

Break it down. Spell it out. Give them confidence that *you* understand where they’re starting from.

Clarity builds trust, and trust fosters loyalty.

But sometimes, simplifying too much can be a mistake.

Attracting the More Advanced

People are naturally drawn to those who look, think, and sound like them.

Using jargon and industry terms can mark you out as “one of them” and go a long way towards building a sense of community and connection. 

In this case, jargon isn’t a barrier—it’s a magnet. It signals that you know your stuff and gives your audience confidence that you’re the right guide for them.

After all, you’re an expert who’s speaking their language.

A Guide Showing Them the Way

And then there’s the aspirational audience—those who may not be market-savvy… yet… but want to be.

This is where getting your messaging right becomes a delicate balancing act.

I’m working with a client who’s creating a course that teaches people how to make money through property investment.

The property market is complicated, full of terminology and jargon and legalise that we can’t get rid of.

While we’re simplifying as much as possible, our audience also needs to have confidence that we know what we’re talking about.

After all, we’re guiding them through six- and seven-figure investment decisions.

One idea I suggested to help? 

A new lead magnet: an A-Z of property terms.

It’s perfect for people who don’t know their arrears from their equity—or who thought gazumping was a cold tomato soup.

With it, we acknowledge the complexity of the industry while holding out a hand to people with an offer to show them the way.

Where Does Your Messaging Sit?

Are you unintentionally pushing away leads with confusing jargon?

Are you dumbing down your messaging too much and missing out on more advanced customers?

Are you positioning yourself as an expert your audience can trust?

It all comes down to knowing your ideal customers—who they are, where they are, and what they need from you.

If you’re struggling to find that balance, I help course creators and coaches walk the line every day.

And if you need someone to guide you through creating messaging that connects with the right customers no matter where they are on their journey, send me a DM today, and let’s chat.

Let’s make your business impossible to ignore.

Summarise this email. SIGH

Gmail has jumped on the bandwagon that Apple started a few months ago.

It’s the nuclear option to a very real problem: inboxes are out of control.

Spam pitches.

“Last chance to buy” emails.

Promises to deliver “10 to 20 qualified leads.”

That’s the noise your emails have to rise above or risk the dreaded 1-2-3-click:

• Delete

• Unsubscribe

And now:

• Summarise this email

No matter how much effort you—or your copywriter—put into pouring your heart into your launch sequences or emails, with just one click, it all becomes two or three bullet points that an AI algorithm decides are “important.”

It’s a wake-up call.

Because if you haven’t invested in nurturing the relationship with your subscribers—and if your messaging isn’t cutting through the noise—you’ve had it.

This isn’t anything new. It’s just the Spam folder on steroids.

It’s what Gary Halbert referred to as the A-Pile and the B-Pile.

So, how do you make sure you make the A-cut?

The same way we always did:

1️⃣ Never stop getting to know your customers better

Speak to them. Show an interest in them. Ask them what they’re struggling with, why they bought from you, or why they didn’t. And listen if the topics begin to change—it’s an early warning triage that your messaging is drifting away.

2️⃣ Speak their language

See all that industry jargon and buzzwords creeping into your copy? So do your customers. It’s what everyone else in your industry is saying, and it just washes over them. Be different.

3️⃣ Have something interesting to say

Every email should teach your customers something new—about you, your product, or how it helps them. Or even your opinion on Timothée Chalamet playing Bob Dylan.

(you can guess what I did at the weekend. 10/10 would recommend)

4️⃣ Be unforgettable

Be a real person with opinions and ideas your reader cares about. Make your emails something they look forward to—not something they’d ever want AI to summarise.

5️⃣ Leave them wanting more

I’m not just talking about open loops teasing the next email’s content (though that can help). If you’ve done your job right, your subscribers will trust you to guide them through the chaos life throws their way.

Why would they ever unsubscribe?

The inbox might be noisier than ever, but if you want your subscribers to tune in to you and block out the rest, your emails and social posts need to be ones they can't afford to miss—no matter what new AI-dea threatens to come between you and your fans.

And if you need help to articulate that for your customers, send me a message and let’s chat.

Think of me as your noise-canceling copywriter.

Stuart

The latest marketing phrase doing the rounds

You can’t go five minutes on LinkedIn before hearing the current phrase-de-jour tripping out of the mouths of the latest LinkedIn Influencer with an opinion.

But beneath the buzzword lies one of the most important opportunities—and potential pitfalls—for your course and content. Because it’s just a trendy way to talk about something that marketers have known about for years—knowing your customer is key to your success.

Knowing the challenges they’re facing, the objections that are in their way, and their hopes and dreams for the future.

And the more you know about your customers, the more aligned your messaging can be—and the more likely it is they’ll go on to buy from you.

What Does It Mean to “Meet Your Customer Where They Are?”

Essentially it boils down to:

1. Understanding Their Journey: Knowing what your customer is ​doing, thinking, and feeling​ at every touchpoint and how this changes as they move along their journey with you

2. Adapting Your Messaging: Speaking to their current level of awareness, experience, and willingness to act.

3. Anticipating Their Needs—and then exceeding them: Offering the right solution at the right time so that taking the next step with you—and the next, and the next, is a no-brainer.

Of course, this is nothing new. This is rooted in the work of the late, great, Eugene Schwartz—if you’ve been in marketing for even a minute, chances are you’ve heard his work even if you haven’t heard the name.

The Stages of Awareness A.K.A. “Where They Are”

Unaware: They don’t even know they have a problem.

How to Meet Them Here: Focus on education and intrigue. Share content that sparks curiosity or sheds light on a pain point they might not have recognized.

This is your “top of funnel content” (or the more disgustingly named, TOFU 🤢)

Problem-Aware: They know something’s wrong but have no idea how to fix it

How to Meet Them Here: Address their problem head-on and show that you understand their struggle.

Dangle the carrot of your course, lead magnet, or coaching services as the best next step to take towards a solution. 🥕

Solution-Aware: They want to fix it, and are shopping around

How to Meet Them Here: Testimonials, unique mechanisms, case studies, track records…

It’s time to dig deep - what makes you and your methods so special? 🦄

Product-Aware: They’re familiar with you and your offer but need more details before they’re ready to buy.

How to Meet Them Here: Use (genuine) urgency, FOMO, transformations and outcomes to make hitting buy the only thing on their mind ⏰

Most-Aware: They’ve heard all they need to hear. Now, it all comes down to price.

How to Meet Them Here: It’s time to make an unbeatable offer and seal the deal… but can you help them get bigger, better, faster results?

(Maybe there’s an upsell in this for you… 🤑)

Ok, this all sounds great in theory, but how do you know all of this?

How do you get to know your customers “better than they know themselves?”

There really isn’t a shortcut… you’re going to have to….

🥁🥁🥁

Speak to your customers!

Get them on Zoom. Court them, bribe them if needs be, but talk to them!

Ask them about their fears, what causes them tears, and find out what makes them tick. But not just them.

Speak to your almost customers… the ones that got away.

Why didn’t they buy? What stopped them from taking the plunge?

People will always fall back on price… and time… but those same people will always find the time (and the money) for a transformation they want and so desperately need. So dig deeper. Find out what’s missing in your messaging.

Ask: Other than price, why didn’t you buy?

You’ll be amazed at what will crop up.

And a quick side note - ChatGPT can help you a lot, but… all it’s doing is telling you what everyone else is saying...

and doing...

and selling...

... and if you’re just parroting the same stuff, well, are you going to stand out?

Don’t underestimate the power of getting someone on a call, asking a question or two, and sitting back as they come up with your pre-launch content for your next campaign in a matter of moments.

Why It Matters

How do you know if you’re getting it right?

When you know… well, you’ll know because your customers will tell you.

The words “OMG, it feels like you’re talking right to me” won’t be far away.

By knowing exactly what your customers are ​doing, thinking, and feeling​ when they interact with your launches and campaigns, instead of being “sold to,” your customers feel that they’re being guided towards the outcome they’re hoping for and that you’re invested in them achieving it.

They’ll gladly spend more, buy more, and recommend you even more because of it.

And that’s the outcome we’re all working towards, right?

If I’m meeting you where you are and you’re not quite sure if your current messaging is cutting the mustard, reach out to me and let’s chat about a Customer Journey Conversion Assessment and how it can transform your customer’s experience—and your business—for the better.

Americans! Stop being so damn fascinating!

After an almost all-nighter watching the election results come in on Tuesday night, last night was another past-midnight-bedtime.

🥱

But it was so worth it.

I was lucky enough to be taking part in a call with the Launch-Master himself, Jeff Walker, and his son and Marketing Lead, Dan.

And something Dan said made my customer-journey heart jump sing.

“𝘖𝘯𝘦 𝘰𝘧 𝘵𝘩𝘦 𝘮𝘪𝘴𝘵𝘢𝘬𝘦𝘴 𝘐 𝘴𝘦𝘦 𝘪𝘴 𝘵𝘩𝘢𝘵 𝘱𝘦𝘰𝘱𝘭𝘦 𝘥𝘰𝘯’𝘵 𝘴𝘦𝘦 𝘵𝘩𝘦 𝘵𝘩𝘳𝘰𝘶𝘨𝘩-𝘭𝘪𝘯𝘦 𝘪𝘯 𝘵𝘩𝘦 𝘸𝘩𝘰𝘭𝘦 𝘤𝘢𝘮𝘱𝘢𝘪𝘨𝘯 𝘢𝘯𝘥 𝘵𝘩𝘦 𝘱𝘰𝘪𝘯𝘵 𝘰𝘧 𝘦𝘢𝘤𝘩 𝘪𝘯𝘥𝘪𝘷𝘪𝘥𝘶𝘢𝘭 𝘱𝘪𝘦𝘤𝘦 𝘰𝘧 𝘤𝘰𝘱𝘺.”

And this is a drum I’ve been banging on for what seems like forever.

Each step in your customer’s journey—each pop-up and form, email, and landing page has its own part to play in the bigger picture of your overall sales message, 𝗯𝘂𝘁 𝗶𝘁'𝘀 𝗻𝗼𝘁 𝘆𝗼𝘂𝗿 𝗲𝗻𝘁𝗶𝗿𝗲 𝘀𝗮𝗹𝗲𝘀 𝗺𝗲𝘀𝘀𝗮𝗴𝗲.

Sometimes, an email is just an email.

If you’re planning a launch, selling your programme is the end goal, sure, but if you’re going super hard-sell every step of the way, it becomes white noise, and people tune out.

If all you have is a hammer, every problem looks like a nail.

But if the problem is a screw, no amount of hitting it will get that thread to turn.

Sometimes you need to nudge, sometimes you need to guide, sometimes you need to educate, and when the time is right, sometimes you need to hit hard.

And that’s what my Customer Journey Conversion Assessment was designed to help you do. 

It’s a step-by-step walk through your business to make sure you're putting all your tools to good use—I'll even let you borrow my pliers to yank out that battered screw.

It has one aim: to give your customers an incredible experience while making you even more money.

Who can argue with that?

If you’d like to hear more about how the Customer Journey Conversion Assessment could help your business, Click “Get In Touch” at the top of the page.

Are you the reason your best buyers are disengaging from your launch?

The day has finally come! 🥳

After weeks of prep and showing up on social, podcasts, and inboxes, it’s here:

Your cart is open, and the customers come flooding in.

PHEW! Job done.

Now, you just need to keep your energy high and put all your efforts into converting the leads who are holding out for that final deadline.

Expiring bonuses, increased scarcity, more information, more content, videos, emails, posts, going all out to whip up excitement and boost your sales… the list is endless.

Launch strategy 101, right?

But what about your buyers? What about their energy and their excitement?

You, their champion and cheerleader who has been showing up without fail for the last few weeks with promises of an amazing transformation, have suddenly disappeared behind a "Here are your login details, keep them handy!" email.

"I'll see you on the inside" has been replaced with "If you need help, reach out to the customer service team".

And they’re left to get on with the hard work.

To do the scary thing and take those tentative first steps towards making their transformation a reality... those steps they've been struggling to take for oh so long.

Buyers remorse meets resistance and suddenly, taking a step back feels like a much more comfortable option.

But all it takes is a little you-time to put things back on track.

Unless you want your customer journey to end with your refund policy, it’s time to plan your post-launch with just as much energy and impact as your pre-launch.

That's Customer Journey Launch 101 ✅

Could AI be the best thing to happen to copywriting?

“Stuart! Daniel Throssell has given you a shout-out in his email!” read the unexpected Slack message from one of my copywriting friends.

(Thanks for the heads up, Sarah!)

If you don’t know him, Daniel Throssell is a big name in copywriting circles—inventor of the Parallel Welcome Sequence, Australia’s Best Copywriter (self-proclaimed, but arguably deserved), and an expert in story-based email.

And reading your name in his emails is pretty common thanks to his tendency to use merge fields with great comedic effect, such as:

Never be afraid to admit that the Stuart Tarn of six months ago was an idiot

and

The ugliest copywriter in the world, Stuart Tarn

And the apology he  sent the following day:

I need to issue a public apology.

Yesterday I did something I am very ashamed of:

I publicly emailed my entire list saying that a copywriter named Stuart Tarn was — and I cringe to re-read this now — the “ugliest copywriter in the world”.

I made this flippant remark based on a glimpse of Stuart’s email profile pic I had gleaned from a reply I got once … and on the assumption they would not read my email.

Well…

It turns out Stuart Tarn is still on my email list.

Oh, dear.

I’m very embarrassed.

Stuart, if you’re reading this, I’m very sorry I said that about you.

That kind of statement doesn’t reflect the kind of person I want to be in these emails.

And besides … if that is the face you were born with, who am I to say anything bad about it?

Still, if you feel like replying to flame me, I understand.

Hit reply and let it all out.

I’ll cop it.

Daniel Throssell

(of course, every subscriber on Daniel’s list would have seen their own name in place of mine)

So, yes, seeing my name in Daniel’s emails is pretty common.

But this time was different because someone else saw my name… and that’s not how this merge-field joke works!

Of course, I knew what it was about because I’d been chatting with Mr Throssell recently about some changes Apple is bringing in with iOS18, which is coming out next week.

I’m a bit of an unashamed Apple fanboy, and I often test out the new software, even though it makes my battery last about 14 minutes and my phone heat up to the temperature of the sun.

Still, worth it to play with shiny new toys.

But by testing this, I’d had early access to a new “feature” where Apple’s AI will summarise an email in your inbox so you can get the gist of what it says without going to all that bother of actually reading it.

And I’d sent a screenshot to Daniel to show him what Apple’s AI had to say about one of his recent emails, which prompted his shoutout to his list.

Which to be fair, was the main takeaway, but the email itself was a little more nuanced.

Just a little, though.

Daniel has a certain… style that can rub people up the wrong way.

But this new AI “feature” is gong to put the cat amongst the pigeons, make no mistake.

Which brings us to the Rule Of One.

This concept is a pretty sacrosanct to us email copywriters, and my go-to approach when writing emails for clients.

Write to ONE person about ONE topic and ask them to take ONE action.

So rather than “Hey, everybody!” style of mass communication, you speak to your reader as if it were a one-on-one conversation.

It’s much more personable and conversational and makes people feel special and not one of a crowd.

You also only ask people to do ONE THING, i.e., Buy This or Subscribe Now or Click Here… instead of giving people a whole shopping list of instructions, which can overwhelm them with choice, so they end up doing nothing.

And that brings us to the ONE TOPIC.

Rather than talk about multiple topics in a stream-of-consciousness approach, your email should be focussed, strategic, and lead people towards one undeniable outcome—which is probably to buy something from you.

But is this final Rule Of One’s days numbered thanks to AI?

Because if your email is focussed, strategic, and leads people towards one undeniable outcome, or if you rely on cryptic subject lines and dangling the carrot of intrigue to get people to open your email and read, well, I’m afraid Apple has decreed that they're going to reveal your punchline right before you can even lay up the joke.

That means offer deadlines, discounts, topics, hidden secrets, dramatic reveals… all of them, are laid bare in your customer’s inbox.

There’s no way to influence the AI Summary, either.

It writes what it wants to write, and there’s nothing we can do about it…

And this change by the good folk of Cupertino means that now, more than ever, the most important feature of your email marketing is…

Your name.

Because if you’ve got a strong reputation with your readers, if they like you, trust you, and look forward to what you send and buy whatever it is you’re selling, well, it doesn't matter what your subject line or AI Summary says… you’re reading regardless.

And no matter how good AI gets, its ability to pump out interesting and intriguing emails, opinions and hot takes, relationship-building personal stories that persuade you to buy is… well, it’s pretty poor.

No one really cares about the opinions of R2GP3PO.

In a weird twist of fate, AI isn’t “taking copywriter’s jobs” as has long been feared… it’s made us even more in demand.

And if you're in need of one, well, Surrey’s  Best Copywriter* could be at your service... but you'll have to act quick.

Demand is off the charts.

*Do you think it will catch on?

The customer knows best... that is, until they don't

Ok, you’ve convinced me!

Those were my client’s words when she gave me the green light to give a little downsell experiment a try.

Her instinct was to sell a low-ticket challenge to reengage non-buyers in her offer, to get them to finally make a purchase (no matter how small), and to open the door to future sales.

And she’s a savvy, multiple business owner with a long history of online courses under her belt, so she knows a thing or two about strategy.

It’s not a bad approach, and many marketers and copywriters would have suggested it. But I felt we could do better. I felt there was something else going on thanks to a throwaway line she'd said on a call with me.

“So many people message me and ask to buy the personality assessment by itself. They don’t understand that can only get them so far..”

The course the customers had passed on used an in-depth personality assessment and group coaching to give kids a clear direction in choosing their future college and career.

Many parents believed they could take a shortcut and save themselves a lot of time and money, so weren't willing to invest.

That all they needed was the assessment—that everything would fall into place and they could figure things out on their own.

And while you could shift that belief with a persuasive email sequence or a powerful sales page (after all, that’s what I do best), sometimes it’s much more effective letting customers figure it out on their own.

To give them a peek behind the curtain.

To realise that without the coaching and guidance my client offered, their kids were even more confused and were even further from their dream future.

So, we took a leap of faith and sold them the personality assessment.

Which was just what the parents thought they needed.

But it also gave them a taste of my client’s teaching and coaching style.

It teased details of what the rest of the course could do for their kids and thier career prospects and included video testimonials of the success other kids had achieved with her guidance.

It gave them a glimpse of what their child’s future could look like.

Then we watched. And waited. And then came phase two:

A one-off chance to upgrade their purchase and access the course they’d previously passed on, along with credit for the money they’d already paid so they weren’t out of pocket.

And wouldn’t you know it, it worked.

Ten people took the downsell in the first week of offering it—ten people who hadn’t bought the course at first.

Because the thing is, your customers are on a journey with you, and there are forks in the road.

And every now and then, they might take a wrong turn.

Sometimes, it pays to sell what your customer wants, even though you know it’s not what they need.

Because, in time, what they need very quickly becomes what they can’t live without.

If you need help with your customer journey, hit reply, and let's chat.

Stuart

Are marketers as bad as politicians?

France… Venezuela… The UK… there have been more than a few big elections dominating the headlines in 2024, but there’s a BIG one still to come.

The USA.

Now, this isn’t a political rant, don’t worry (I have strong opinions… but they’re mine… and you’ll have yours… and that’s fine!).

At this stage in the election cycle, most people have already made their decision anyway, and there’s very little anyone can say or do to change hearts and minds set as strong as stone.

So, year after year, the results of the election come down to just a handful of “swing states” and a few million undecided voters and their choice over which candidate to pick for president.

Billions of dollars are being spent to inspire just a few million people to act.

And that’s when a direct appeal to emotion will often come in.

Fear of job losses and a recession…

Anger at the opposition for being the bad guys/girls.

Positioning their party and their policies as the only obvious solution to the current problems faced in people's day-to-day lives.

This emotional manipulation is so frequent that we simply accept it and may not even notice it when it is happening in front of our eyes.

And it’s the same in marketing.

Emotion is a key driver of sales, and it's everywhere.

It’s often said that we buy with emotions and justify with logic—and this is true for me, and I bet it is for you, too.

But out of all the emotions we feel in our lives, not all of them are created equal when it comes to securing that sale.

So which ones are the most important? What emotional triggers come into play? Which strings can you pull to get people to buy?

Well, some of the best marketing brains have pondered on that very question.

Copywriting legend Drayton Bird highlighted 7 Key Emotions that lead people to act—either to pick a party, vote for a candidate, or buy what you’re selling.

Knowing this and incorporating them in your marketing, you can make your copy much more persuasive.

So, here they are... brace yourself… it’s about to get a tad emotional around here…

1. Anger or a sense of injustice.
   ​Throwing rocks at your enemy has long been a staple in the marketer’s armory.
   ​
   Can you position your product as righting a wrong or fighting against the bad guy? Do that, and you can inspire an army of loyal advocates to flock to your banner and fight for your cause.
   ​

2. Guilt
   ​Selling life insurance? Looking for donations for your charitable cause? Trying to persuade people not to end their subscription after they click that “cancel” button?
   ​
   Guilt can be a powerful way to tap your customer’s wallet, but use it with caution. Get it wrong, and it can backfire badly.
   ​

3. Exclusivity
   ​It won’t take long to spot examples of this one in the wild…
   ​
   From frequent flyer programs to VIP deals, positioning your product (or your customers) as a cut about the rest is such an effective play to get people to purchase.
   ​

4. Greed
   ​More money. More clients. More power.
   ​
   There’s no surprise that one of the 7 Deadly Sins appears in this list.
   ​
   Like it or not, we live in consumer-centric community, and most marketing wouldn’t exist without a little bit of greed to play on.
   ​

5. Fear
   ​Of missing out. Of losing out. Of making a bad choice.
   ​
   Last few remaining! Doors close in just a few hours! Don’t settle for less! It’s a marketing tale as old as time...
   ​

6. Flattery
   ​Because You’re Worth It.
   The Smart Choice In Tyres
   Good things come to those who wait.
   ​
   Flattery really will get you everywhere, and to get people to part with their cash, sometimes, you just have to roll out the big guns.
   ​

7. Salvation
   ​The ultimate problem-solving emotion.
   ​
   If your product solves a problem that’s real, painful, and powerful, people will move heaven and earth to buy from you.
   ​
   ​

So there you have it—heady stuff, right?
​
Now, reading this list might make you see marketing in a bad light.

Almost as bad as politics.

After all, most of these emotions feel a little negative… a little sleazy, and maybe a little manipulative.

But if you truly care about the people you serve, and you sell a product that can really make a difference in their lives, well, don’t you owe it to your customers to prompt them to act?

If your party and your policies are good for the people, the country, and the world, isn’t it right to persuade people to cast a vote for you and not the other side?

Am I just flattering you to make you feel better about using emotion in your copy?

Maybe.

These 7 Key Emotions are pretty powerful… and with great power comes great responsibility.

Choose wisely.

Forget about the buyer’s journey…

To be successful, the Customer’s Journey is key.

When I worked in the airline industry, just like the USA’s Men’s 4x10m relay team, things tended to go wrong at the baton pass.

When customers move from one stage of their journey to the next, that’s where all the problems would crop up.

Arriving at Check-In to find out your hand baggage is too big and needs to go in the hold.

Sitting in your seat to see that the person’s bag in the seat next to you is twice the size of yours, and they’re sobbing because they’re terrified of flying.

Getting to the luggage carousel only to discover that your oversized bag is enjoying a much better holiday at a much more glamorous location than you, and you’re facing a long weekend in just one pair of pants.

Your trip is on the skids… in more ways than one.

Whether you’re flying for the first time or the 101st time, the same worries and doubts and questions are going through your head.

Will the flight be on time?

Will I be sat next to a crying baby?

Will I be sat next to a crying grown-up?

There’s no doubt: flying is a stressful experience, and unless these pinch points and problems are taken care of, it’s unlikely that 1st-time customer will become a valuable frequent flyer.

Unless, of course, you sell your flights for 99p… then you can get away with anything.

But if you’re selling an online course, you hopefully won’t be dealing with these sorts of problems, but there are still very real fears and emotions at play if you want to create a loyal following.

You’re battling against the competing forces of excitement for the transformation you offer vs. trust that you’re the right person to help them achieve it (and at a price that’s acceptable).

But you can easily win this battle when you design each stage of your customer’s journey with these three questions in mind:

What are they doing right now?

Are they opening up your email? About to hit buy on your course or coaching programme? Mindlessly scrolling social and getting intrerrupted by your ad?

What did they just do to get them to where they are now?

Have they just hit Subscribe? Have they just read your email? Are they skim-reading your sales page?

What would you like them to do next?

Click “Learn More.” Click “Buy Now”. Or, most importantly, click log in and actually do the work so you can help them achieve where so many courses have failed in the past.

If you can preempt what they’re doing, thinking, and feeling and then address that in your copy, you’re much more likely to see one-time buyers become loyal customers—a subtle but crucial difference.

Because here’s the thing…

Buyers who don’t take action don’t get results.

Buyers who don’t take action can’t recommend you to others.

Buyers who don’t take action don’t come back and buy again and again and again…

Because buyers buy, but customers consume.

And getting them to tuck in is a lot harder than you think.

Do you need help with your customer journey?

Click Get In Touch. Let's talk

The Ancient Greek technique for incredibly effective advertising

The Greeks have had an incredible impact on civilization.

Democracy. Philosophy. The kebab.

But my favourite is a little rhetorical device: the tricolon.

There is nothing more impactful than a tricolon.

(Although an impacted tricolon does sound like a pretty nasty condition)

The French revolutionaries were onto it with “Liberté, égalité, fraternité.”

Mark Antony* had it nailed with “Friends, Romans, countrymen.”

And Lincoln had a few to his name, too—none more famous as “Government of the people, by the people, for the people.”

There’s just something so lyrical and rhythmical in the power of three that we can’t stop them from burying themselves into our brains and refusing to leave.

Whether you want them there or not.

Tricolons are the rhetorical equivalent of Baby Shark (with its two sets of three in the immortal line “doo doo doo doo doo doo.” Pure poetry).

And marketers are only too aware of their effectiveness.

From “Finger-Lickin’ Good” to “I’m Lovin’ It,” and even Nike’s antidote to all this fast food, “Just do it,” if you want your reader to remember your writing, look out for opportunities to put the the power of three to work.

Maybe in a headline like Amy Porterfield: Start Here. Start Small. Start Simply.

To promote the different learning styles you offer,  like Seth Godin: Read, Watch, Learn.

Or even in bullet points like Ali Abdaal:

“But filtering through all this information, knowing the right questions to ask and then applying changes to your content is difficult and can be overwhelming.

🤔 How do you know you’re getting it right?

😓 How do you know you’re not wasting time?

😬 How do you know your content’s actually good?”

If you’re struggling to get people to engage with your content, your website, or your emails, simply stop. Take a deep breath. And count 1… 2…3.

 *Mark Anthony via the hand of Will the Quill, admittedly. Or if you’re into your conspiracy theories, Christopher Marlowe… or Francis Bacon… or the Earl of Oxford… not that it matters. Someone wrote it, and it is delightful.

Abandoned Cart Scaries

I came across the worst example of an abandoned cart email I’ve ever seen yesterday.

​There's a subtle line to tread with abandoned cart emails.

​There's no denying they can be effective, but it's so easy to cross the line into creepy/stalky vibes.

​And the example I saw was definitely the wrong side of the tracks.

​I was hosting a coaching call for a (very) well-known marketing brand when one of their clients asked me my thoughts on their 3-email abandoned cart sequence.

The first email read:

​Subject Line: A problem with your purchase​

​​Hi !

​We're having trouble processing your recent purchase. Would clicking the link below to fix the problem?

​Here's a link to continue where you left off:

​<<link>>

<shudder>

​I don’t know about you, but if I got halfway through buying something but gave up and then got this email, my first thought wouldn’t be to go and complete my "purchase" I hadn’t made.

​Instead, I'd be on the phone to my credit card company to block any attempts to get my money.

​Rather than be grateful for the reminder of the amazing product I came so close to owning, I’d instantly feel like they were trying to scam me.

​And from a customer experience perspective, it’s the last thing you want your almost-customer to feel!

The second email in the sequence was no better.

​That email was written on behalf of some made-up person who “works in customer service for {brand},” and they were trying to sort out the problem with my order.

​Now I get some company's marketing can sail a little close to the wind at times, but making up fake employees and wording emails to suggest I’d bought something when I hadn’t comes across as scammy and sleazy.

​Now I was faced with the delicate task of giving my feedback on a group coaching call...

Thankfully, my diplomacy wasn't needed on this occasion because it turned out they didn’t write the emails at all.

And it wasn't a ChatGPT job, either.

​No, it was so much worse.

​They were the default TEMPLATE emails that a leading eCommerce platform provided, and presumably, they were being sent en masse by a range of brands without a second thought.

​Horrifying.

​I get that Abandoned Cart emails are positioned as the best thing since sliced bread and can net you a load of missed cash from customers you might have lost, but there’s an art and a subtlety to it.

​Tempting lost customers back to your brand isn't as easy as many people make it out to be—and certainly not with these "templates."

​What do you think?

​Am I being too harsh? Too much of a snowflake?

​Let me know in the comments.

​And for goodness sake, please don’t rely on your ESP’s default templates… especially if they’re like these!