Main Sales Page
The core deliverable of the repositioning. Everything on this page is built around 1:1 coaching as the primary reason to join.
Case Study
The Society of Entrepreneurial Women
Client Work — Repositioning & Full-Funnel Copywriting
The Problem
The Society of Entrepreneurial Women is a real estate investing education community for women, founded by Heather Blankenship. When I started working with Heather, the offer was positioned as a broad women's mastermind with networking, education, retreats, and general entrepreneurship support. Women would discover Heather and feel genuinely seen by her story as a dedicated mother who also happens to be the breadwinner and entrepreneur. That pulled them in emotionally. But once they hit the sales page, the "mastermind" messaging was too vague to convert them. They were interested, but they didn't know what they were actually buying.
The Customer Success Project
One of the first things I noticed was that the offer had almost no customer success content. No testimonials, no case studies, no proof that this was working for real women. So they gave me permission to go beyond copy and lead the biggest customer success gathering campaign the company had ever done. I interviewed members and coaches on camera, edited the footage together for a testimonial page, and in the process, got to know the avatar significantly better than I could have from the outside (since, you know, I'm not a woman with a business and kids!), so those conversations were essential. They gave me language, emotions, and objections I never would have found through research alone.
The Realization
What kept coming up in those interviews changed the entire direction of the project. Women weren't joining for "community". Community was too abstract. Instead, the included 1:1 coaching was the feature that made women pay for a high-ticket offer. Once they joined for coaching, they'd often stay (and renew) for the "community", but community by itself was rarely enough to sell the offer.
The Fix
I led the repositioning of the entire offer around 1:1 coaching as the core value proposition. This included rewriting the main sales pages, restructuring the messaging hierarchy, working with the design team on the new site, and touching every part of the funnel.
What You'll Find Below
The work shown below includes video walkthroughs of the redesigned sales pages (where I wrote copy and directed design), a video walkthrough of the testimonial page with the compiled assets we collected, and a few email samples from email lifecycle sequences I wrote.
Website Video Walkthroughs
These are scroll-through recordings of the final, designed pages. I wrote all copy and directed the design team on layout and visual direction.
How It Works Page
Breaks down the Individual Action Plan (IAP) coaching framework so prospects understand exactly what they're getting and how it works week to week.
Member Success Page
Built from the customer success campaign I led. I conducted the interviews, edited the footage, and designed the page to turn real member outcomes into the offer's strongest proof.
Retreat Page
Event marketing for the Society's in-person Mastermind and Unwind retreats. Positioned as a mix between a business conference and a girls' weekend.
Email Samples
Four emails from different sequences I wrote for the Society's funnel — each showing a different email copywriting skill.
Email 1: Lead Magnet Email - Heather's Story
Email Lifecycle Context
This is the second email in a 14-email lead magnet welcome sequence. Email 1 delivers the free course access. This second email introduces Heather personally through her vulnerable origin story. This email's job is to make the reader feel connected to Heather as a real person before any selling begins.
From there, the rest of the sequence is designed to genuinely add value and take someone from cold opt-in to emotionally invested and ready to take the next step in booking a call with The Society's sales team.
Subject Line: Real estate investing saved me 🙏
Preview Text: And it'll make your dream life possible!
Hey {{first_name}},
Time to get familiar with each other since I have a feeling we'll be friends for a while. 😊
My name is Heather Blankenship, and I'm so glad you're here {{first_name}}.
I got the idea to invest in real estate when I was on an RV road trip!
You can hear my full story here on this episode of the Bigger Pockets Podcast.
But here's the part of the story that I don't mention on podcasts because it's more personal.
When I bought my RV park, I was married, had two kids, and was a stay at home wife.
Even though I felt secure, I wanted to build something of my own.
And thank God I did, because when I was pregnant with my 3rd child, I found out my husband was having an affair with another woman in MY RV PARK...
So, I suddenly became a single mother of 3.
But because I invested in real estate, I could easily support myself and my three kids.
And I'm SO grateful to my past self who made the decision to be fearless by investing in real estate.
That situation led me down the path of building a portfolio worth $30M. I met an amazing man that I married and had 2 more children with. And now I have the freedom to spend as much time with my family as I want.
My life would not be what it is today without the power of real estate investing.
And I know I mentioned investing in RV parks being a HUGE part of my journey.
I'll talk about that more in later emails. For now, focus on building your foundation by finishing the 90 Days to Your First Investment Property Course.
And if you just can't help yourself, I understand. 😂
You can click here to watch my free training about RV parks.
And you can click here to see my course about buying and operating RV parks that produce 5-6 figures in revenue every month.
Talk with you tomorrow!
Your BFF,
Heather :)
P.S. How's the course going? Is everything making sense? Are you feeling stuck on anything?
P.P.S. If you ever feel stuck, the best next step is to ALWAYS reach out for help. 🤗
Email 2: Re-Engagement & List Cleaning
Email Lifecycle Context
This is the third email in a 9-email re-engagement and list cleaning sequence I built for Heather. Inactive subscribers were hurting sender reputation and pushing active subscribers' emails into the promotions folder.
The sequence triggers when a subscriber hasn't opened in 60 days or clicked in 90 days. The first half of the sequence leads with high-value free content to re-engage subscribers naturally without them realizing it's a re-engagement effort (that's the purpose of this email). The second half gets more direct, eventually letting subscribers know they'll be removed if they don't re-engage. A click at any point pulls them out and resumes normal emails.
Subject Line: BRUTAL reviews...
Preview Text: I'm not crying, you're crying 😭
Maybe I've got mascara in my eye or something...
Ahh, shoot. Fine...
In all honesty, it's hard not to get emotional when you see women buying properties with money they raised after learning from your trainings. 🥹
And I'm not gatekeeping any private money raising "SECRETS" I taught them at the retreat, {{first_name}}...
It's all yours! $0. Zilch. Nada. Free. No money. Nonezo.
It's all included in this private money raising workshop I recorded for you.
Whether you don't have enough money for your first downpayment...
Or
You want to use Other People's Money (OPM) to scale what you already have...
Me and my friends Zasha and Amy (money raising QUEENS) will show you the way.
RAISE YOUR FIRST $50K WORKSHOP
And do me a favor, {{first_name}}...
Put all your doubts and preconceived notions about raising private money aside for a sec...
And just watch the stinkin' workshop!
Ahh, SHOOT.
I just realized there's only one downside to giving you this for free...
Seeing you succeed might make me cry again, but I CAN HANDLE IT! 😂
Your BFF,
Heather :)
P.S. whispers you might find 5 of my other most valuable trainings with that link too, just sayin' 😁
Email 3: Lead Magnet Story Email
Email Lifecycle Context
This is the eighth email in a 16-email lead magnet welcome sequence. The sequence uses a mix of email types, including storytelling, member success highlights, objection handling, and course check-ins, to move free course subscribers toward booking a call with The Society's sales team.
This email uses a narrative concept to make the case for asset-based income over trading time for money. It was one of several storytelling-driven emails we tested alongside more direct approaches to see what resonated most with this audience.
Subject Line: The 1 app that gives more than it takes
Preview: Other "money making" apps ROB you of life – NOT build you wealth...
There are 2 apps that could make you money. But...
One will make you wealthy.
The other will make you miss out on life.
And the one you choose will determine the future of your family, finances, and fulfillment.
Picture this:
There's a middle school band concert tonight.
A mother pulls up to the school's bus circle, and her son says...
"Are you going to watch this time?"
The mother says, "Sorry kiddo, I gotta make some extra money tonight."
As her son gets out of the car with his trumpet case in hand, she opens her phone, and taps on the Uber app.
Before her son can wave bye, she pulls out of the bus circle...
The son watches her drive away, then slowly walks into the school...
Another parent is sitting in the audience.
She got there early because she gave herself the day off – and she enjoys chatting with the other parents.
She finds her seat and her phone buzzes in her purse.
She taps on the Airbnb app to see that she just got another $1,500 booking.
She smiles to herself as she turns off her phone, puts it back in her purse, and eagerly waits to hear her daughter's clarinet solo that she's been practicing so much.
So, which app do you choose?
Uber – a life where more income means more sacrifices?
Or...
Airbnb – a life where investments let you live on your own terms?
🤔
{{first_name}}, nothing is WRONG with Uber or W2's where you sacrifice time for money.
EVERYBODY'S journey to financial freedom starts with a PHASE of sacrifice while they save for a down payment and get started.
But there's NO NEED to sacrifice for your WHOLE LIFE.
So...
Don't give up on real estate investing...
Don't give up on this 90 days to your first investment property course...
KEEP GOING so you can be like the Airbnb parent!
And maybe you've already FULLY bought into real estate investing at this point.
But you're still a bit nervous to take your first steps.
That's TOTALLY normal.
(I get 2nd and 3rd – and sometimes 4th – opinions from my investor friends on MOST things. 😂)
So instead of searching around the internet for hours for an answer to your super-specific questions and concerns...
Why don't you just talk to someone who can help diagnose where (and WHY) you're feeling stuck?
I made it so any woman interested in real estate can schedule a free 1-on-1 call with a member of my Mastermind team!
The call is a bit of goal setting, a bit of strategy, and probably a bit of mindset work too.
But our BIG goal is to help you reach your goals faster while maintaining a balanced life!
So schedule your call whenever you're free!
Talk to you soon {{first_name}}!
Your BFF,
Heather :)
P.S. That phase of sacrifice is hard to skip. But you CAN control how long that phase lasts. Hundreds of women are speeding up their learning curve by getting coaching, education, and accountability in the Society of Entrepreneurial Women.
They're learning how to:
- Get started with LITTLE-TO-NO money out of pocket (creative financing)
- Invest in the strategy that MATCHES their personality and goals the best
- Enjoy the process by building ambitious AND balanced lives full of family time and financial peace of mind 😌
Check out the Mastermind here. 😊
Email 4: New Member Email
Email Lifecycle Context
This is the seventh email in a 10-email new member onboarding sequence. The sequence is designed to get new members active, help them navigate their resources without getting overwhelmed, build early habits around coaching and community engagement, and after the first month, introduce the referral program and request testimonials.
The email below solves a specific onboarding problem: the Society has over 150 lessons in its replay library, and new members were getting paralyzed by the volume. It's a small, practical email, but it's the kind of thing that keeps people from going inactive in their first few weeks.
Subject line: Don't forget about our replay library!
Preview: There's a lot of lessons in there – here's how to find what you need >>>
Hey {{first_name}},
Ever walk into a restaurant with a MASSIVE menu?
I mean pages, of pages, of pages, of pages...
Filled with options that ALL look good?
Choosing becomes a chore.
And you're mentally exhausted before your food comes. 😂
I just wanted to take a second and say, I'm sorry for doing that to you.
If you haven't checked out the replay library yet...
There are over 150 lessons in there packed full with the collective wisdom of the amazing women in the Society.
And I know it can be overwhelming to sort through it all and find exactly what you need.
So here are two tips you can use to find what you're looking for.
Tip 1: CTRL + F
If you hold the CTRL (control) key on your keyboard and press the "F" key at the same time, you'll see a search box in the top right corner of your screen.
Type the keyword you're looking for into the box.
It will show you how many times that keyword appears on that web page.
And it will highlight the word so it's easier to find.
Tip 2: Ask around!
If you're looking for something super specific, feel free to ask around!
Ask your coach, your tribe, me, or make a post asking if there are any trainings or replays that could help you with your specific situation.
So please don't let it overwhelm you. 😊
Keep it up {{first_name}}!
Heather :)