For the last four weeks or so, I’ve been working with an entrepreneur with a goal to increase sales and move into new markets for her company.
She has a private tutoring company and also creates virtual courses and lessons. Some are free and some are paid.
Her business is important to me because I used to be a classroom teacher. I don’t want to back a program that doesn’t work. I don’t want to help defraud people while nobody learns. I’ve seen too much of that.
One of the reasons I know she can teach is because I learned some math with one of her free videos. It was a one-step equation. I’m not bad at math, but English and social studies are my strengths.
Anyway, I watched the video and then played a trivia game on my phone. Ironically, the game had a one-step equation that I proceeded to solve. Well, I solved the problem, but lost the trivia game. Solving the equation wasn’t the question. 🤣
As a copywriter and content marketer, I have been learning during every moment of the masterclass she has created. It has been an incredible amount of work for both of us.
She had to find speakers related to her business. She sought experts who could help middle school, high school, and college students. She recorded over 30 interviews. She has since created videos, audios, and transcripts of each of the interviews.
For my part, I’ve been reading and listening to the interviews. I’ve created questions she can post on Facebook for members to interact with. It’s been funny which ones get the most interest.
One of her speakers stated that the SAT has more Algebra questions that Geometry, so we asked, “Which class would you rather take, Algebra or Geometry?”
Algebra was the undisputed winner. Although there were some requests for a third option, please. 😁
As the series is about graduating in the top 10% of your class, I thought the question “What makes a student gifted?” would get a lot of responses.
The Algebra vs. Geometry question generated more responses. Perhaps it was the ease of a one-word reply?
I also created daily emails for the Masterclass. Each day had different speakers. The emails provided a short blurb about previous speakers or that day’s speakers. It also included a short bio of the speakers of the day as well as some key points. Of course, there was the daily link to the videos as well.
I gave these emails the simple name of the Masterclass followed by Day 1, Day 2, etc. for the subject lines. Since the emails were only going to people who had opted into the class, I thought that would be a good way for them to recognize the daily email link.
The first day’s opening rate was strong, but the following days open rates began to diminish. Per my client’s request, I immediately wrote new headlines. She reported immediate positive results the next day.
I wasn’t trying to be lazy as a copywriter. I believe it must be like teaching. Even with a captive audience, a classroom of students or members who have opted in, you must generate NEW interest every day.
I’ve written dozens of other posts for social media and “blitz” emails before a price change. It’s been an incredible learning experience.
My client and I have developed a positive relationship. She knows that while I work for her, I’m a part of her team. I celebrate her victories with her.
As copywriters and content marketers, we do sometimes fear scope creep. I don’t think the headline request fell under that. I was glad to create the different headlines and could have provided them as an option with the original emails.
Just as an FYI, her email program doesn’t offer the sub-headline or preview text, but it does offer a longer than average headline. Combining the day of the class and a curiosity provoking headline was another option we could have tried.
At the time of this writing, her masterclass has not completed its run. She’s already engaged me for future work. I’m glad to do it because she has made working with her a pleasure.
Here are some suggestions I have when working with a copywriter/content marketer:
Keep the doors of communication open. Share analytics and open rates.
Read any copy you’ve requested immediately. If you want a second set of headlines, it’s a lot easier when the copy is fresh in the writer’s mind. In fact you might ask for multiple headlines from the beginning in case you want to test.
Work with the writer. I do my best work when a client respects me.
Don’t be a creeper. If you ask for something totally new or different, negotiate the added cost.
I’ve worked a lot of places and for a lot of bosses who were not a pleasure to work with. I don’t work there anymore. Treat me right, and I’ll give you my best work. You won’t be disappointed.
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