Real Good Digital, Dallas, TX (2025)

04/03/2025

Today was a big accomplishment.

After ten weeks in the signature copywriting program...
I finished 👏

The funny thing...

I already did it once.
I learned it all.
Wrote the entire marketing funnel copy.

But, I wanted to do it again.

Why would I want to do that?

I was curious.

What would happen if I showed up again,
with a beginner's mind,
and see where it takes me.

The difference was this time it was happening live
(last time I did the self-paced version)

But I realized something crazy...

Learning in community is so powerful.
You connect with like-minded people.
See how different people write.
And gain new perspectives on marketing and messaging.

I could have said that I already knew it all.
Which, on some level, I did.

Or I could show up again with curiosity.

What else could I learn?
How could I do it better this time?
Who could I connect with, and how could they help me?

We all know that repetition is the father of learning.

Even though most people want to chase the next shiny object...

What if you stuck to one path and mastered it?
What if you showed up to learn, again?
How much better could you be?

This second run taught me so much.
There were nuances I hadn't noticed.
I was able to put in the reps and surprise myself.
(plus, it was really fun)

If you want to be really good at something...
You gotta keep learning,
and practicing.

Even if your ego says you already know it all.

You can always improve.
You can always see things from new angles.
You can always test new strategies.

There are no hard and fast rules in marketing.
Evolution is the constant.

You can always get better...
That's why I put in the time

Have you ever gone through the same program twice?
What did you learn? 👇

Make sure to follow if you enjoy authentic marketing and messaging that build real connections.

04/01/2025

I used to think that if your copy was good, you'd make a lot of money.

After two years of copywriting, I've realized that this isn't entirely true.

💡You'll never make any sales if your offer is off.

If you don't understand your target market and what they need.
If you don't give them something they actually want.
If you don't solve an important problem.
If something is missing.
If your pricing is off.
If your value is not clear.
If your process is s**t.
If you don't have a track record.
If you're copy and pasting what everybody else is doing (and it's being overdone)

Even if you hire the best copywriter on the planet.
Nobody is going to buy.

Good copywriting adds fuel to the fire
If, and only if, your offer is dialed in.

Focus on the offer first if you want your copy to work.

1. Figure out what your audience wants
2. See how much demand there is
3. Analyze your competition
4. Create an offer based on that
5. Test it out with a small group

Then, once it's proven to work, develop your funnel
And weave in some persuasive copy.

Only then will it work.

How much time do you spend developing your offers? 👇

Make sure to follow if you like using copywriting that actually sells your stuff in an authentic and ethical way 🚀

03/31/2025

As I was delirious from late-night travel, with a sick four-year-old and a tired baby, you'll never guess who arrived at the doorstep of my Airbnb in the midst of Mumbai's craziness...

For about a year now, we've been together in an epic online community of copywriters and marketers run by and now - finally meeting *in real life* 🎉

And wow, was it so amazing to connect with a fellow copywriter,
building her online solo business just like me,
and passionate about authentic and impact-driven marketing.

In the midst of all the activities, I forgot to mention when I was coming.

Even with short notice, hopped in a rickshaw
Through the heat, the chaotic hustle and bustle, and the hectic traffic of Mumbai, across the entire city to meet me!
(Like 2-3 hours of travel roundtrip)

And man, was I glad she came!

I realized how much I missed being around like-minded people face-to-face (instead of on Zoom).

I first got into digital marketing and started an online business in India back in 2019.

It was completely me, myself and I, figuring s*** out from behind a laptop, sitting in beach and mountain resorts with spotty internet.

I was determined, driven and motivated to make it happen.
I didn't give myself a plan B.

The thing is that this initial journey was lonely.
There weren't people around me who were into this kind of thing, at all.

It kind of felt like living under a rock, surrounded by thousands of people I could never relate to in *this way*

I was excited about building an online service-based business, but there was nobody around to share that excitement with.

Who would have thought that after all these years, I would finally meet someone in India who was on the same page.

Doing the same thing as me.
With the same passions, motivations, and drivers.
Who just *gets it*

You never know who you might meet,
where in the world
and when.

And, how they might impact your journey.

♡ Running an online business doesn't have to be lonely.
♡ Being part of like-minded communities is everything.

You'll learn a ton and make connections that matter.

03/24/2025

A must-have for every email you send → personalization.

Haven't segmented your list? No problem.

You don't need to do complex segmentations or sequences.
Often, you might have only set up a few tags at this point.
That doesn't mean you can't make your emails feel personal.

You need to shift your thinking.
Think before/during/after.

Before you write your email:
- What kind of people are already on your list?
- What would they 'love' to hear about?
- What can I do to make them feel like this is for them?
- How would I speak to my best friend?

During your writing process:
- Does this feel conversational?
- Am I sharing stories that relate to my ideal client?
- Is this insight something they 'need' to hear?
- Am I including their name stealthily throughout the email?
- Am I being vulnerable and honest in a way that makes my reader feel connected to me?

After the email is sent:
- Did anyone reply to your email?
- How many people opened?
- How many clicked through or bought?

There are things advanced sequencing and segmentation can achieve.
Even without them, you can still send personal emails people want to read.

PS. Share how you make your emails personal 👇

03/18/2025

Last week, I wrote five Facebook ads for a new online course launch, and here are the hooks I chose to make sure people stop scrolling 👇

It’s no secret that nobody reads ads with a crappy hook.

By default, people are programmed to tune out of ads.

The reality -- ‘most’ people won’t stop and read an ad from an absolute stranger unless the hook does its job.

So, I dug into the vault of proven hook frameworks, and here are the five I decided to use and why…

1. Supposition

People need to see what's possible for them before they seek it.

This hook helps people imagine the transformation.

Painting the picture of the outcome is often so much more powerful than just listing it out.

‘Show, don’t tell’ is the motto on this one.

2. Education

Most people don’t know what they don’t know.

This hook sheds light on an overlooked problem and positions your product as the go-to solution.

When people realize they’ve been missing something important, they pay attention.

3. Us versus Them

People love feeling like they’re a part of something bigger than themselves.

This hook creates a sense of unity —if you believe in X, you’re with us.

It builds instant connection and makes the offer feel like more than just another course.

This hook is powerful in rounding up your ideal clients.

4. Storytelling

Facts tell, but stories sell.
(I know this is super cliche, but it’s true)

For this hook, I put together a relatable and engaging story that makes the reader see themselves in the journey.

When they feel connected in this way,
like this could happen to them, too…

They'll stick around.

5. Confirm beliefs

People love feeling understood.

This hook validates a belief they probably already have while introducing a new angle to make them think deeper.

This makes them feel heard, seen, and understood.

Writing ads isn’t just about selling.

It’s about capturing attention and making people care.

These five hooks helped me do just that.

If you’re struggling to write ads that convert, focus on the hook first.

It’s everything.

---

What's your favorite hook? 👇

03/17/2025

My client, a leadership coach, got 1,880 landing page visitors in one day because of this:

We've been working 1:1 to get clear on their next step for better engagement through emails - riddled with thoughts of 'too busy to email' and uncertainty.

Before then, they were unclear on how to best inspire email subscribers to check out their offers.

They mostly shared updates and information.

They had amazing content to share and acquired clients through networking (which is fine, but could be better).

So, what changed?

3 things:

1) More relatable with everyday stories
2) Fresh perspective on regular activities

But 3 has been the wildest unlock:

3) Focus on the transformation and the outcome

I believe this did the trick in generating an absurd amount of clicks (29%).

I made sure the emails effectively painted the picture of what they could expect to happen.

Before, their emails looked like this:
- Generic summaries
- Fact and figure overviews
- Promotion without a clear sense of 'why'

After, I wrote their emails like this:
- Specific and relatable scenarios people either love or hate
- Clear and believable outcomes they could want
- How this offer would impact the things they care about

See the difference?

❌ Less general
✅ More transformational

But that's not all.

We got crazy specific with how they targeted their messaging:

- The exact people they wanted to sign up
- The skills they cared about improving
- The decision-makers they needed to reach
- The message they delivered
- The clear value they offered

This works because the more targeted your email messaging is, the better results you'll get.

It's like a magnet.

Attract the right people, and it's only a matter of time before you get people to click through to your offers.

Get it wrong though?

You're spinning your wheels.

P.S. If you're feeling stuck and:

➝ struggle with sending out emails that click
➝ have zero clarity on what to write in your emails
➝ have confusing email campaigns
➝ want a strategy that'll allow you to drive traffic via emails

I'm opening 2 spots to work 1:1 with some legends to help them do just that.

DM if you're interested🚀

03/11/2025

A couple of days ago, we celebrated our 5th wedding anniversary :)

I can't believe how far we have come and how much has happened since that magical morning at the temple where we committed ourselves to each other forever.

Through the ups and downs, I'm glad to have you by my side Sanal Bhanu Rajan

02/26/2025

The speed of your email list growth depends on one thing 👇

A lead magnet people actually want.

The biggest mistake coaches and consultants make?

Generic lead magnets.

🚫 Free webinar → People sign up, then forget.
🚫 Guide, checklist, or eBook → Looks useful, but never gets opened.

Only 10% of people consume the freebies they sign up for!

Your lead magnet is the first step—get it right, and you’ll turn free-loaders into paying clients.

Here are 3 high-converting lead magnets every coach or consultant should use 👇

🚀 Educational Email Courses

Not many people use this as a lead magnet—but they should.

A 5-Day Educational Email Course delivers value to new leads, builds rapport, and keeps readers engaged for five days straight.

It’s easy to consume for busy people and positions you as an authority.

When people understand their problem better, they’re more likely to take action!

🚀 Two-Day Virtual Workshops

5-day challenges were once popular, but people no longer stick with 5 days of live sessions.

On the other hand, one-hour webinars have a bad reputation for being pitch fests that don’t provide much value.

Now, the sweet spot for a free virtual workshop or training is 2 days.

It’s just enough time for people to get to know you and get value but still manageable for a busy schedule.

And I’ve seen these convert ridiculously well.

🚀 Quizzes with Customized Training/ Resources

Free quizzes aren’t new, but they’re still highly effective—people love learning about themselves!

Create a quiz that reveals something interesting and offer a customized plan or training based on the results.

This is personalized marketing at its best—you can segment your email list and nurture leads with highly relevant content.

----

I'd love to hear from you! Which one is your favorite and why? 👇

PS. If we haven't met yet, I'm Michelle and I'm an email copywriter who is passionate about bringing back human connection and leading with authenticity.

Make sure to follow for the latest insights on email copywriting and intentional marketing ✨

02/20/2025

Here's how I write hooks and headlines that keep people reading 👇

Most people underestimate the importance of a hook.

The entire purpose is this:
→ get people to stop scrolling
→ convince them to keep reading your content.

You've done a good job if your first sentence brings the reader to the second sentence.

Ten things you can do to make your hooks better:

1. Target your audience

There's no point in writing a hook that is overly general, and folks don't know if it is for them

2. Be clear

People should know exactly what's in it for them

3. Be unique or novel

How is this different from everybody else?

4. Express the benefit

What's in it for the reader?

5. Be specific

The more specific you are, the more interesting it will be

6. Bring up a pain point

And express how they will overcome that pain with your content

7. Leverage evidence

Facts and figures have been known to spark interest

8. Empathize with your audience

Make them feel seen, heard, and understood

9. Open a loop

Make them feel compelled to keep reading

10. Cut the fluff

Ensure there is absolutely no fluff and only the good stuff.

What kind of hooks have worked best for your business? 👇

PS. I'm Michelle, and I'm an email copywriter for impact-driven founders. Make sure to follow along if you're interested in increasing your revenue from email marketing!

02/04/2025

People don't want to be sold to anymore.

They want this →

Education.

People get on social media to solve their problems.

To learn.

When they see a sales-y post....

Instant scroll.

If you're trying to sell something - consider this.

People generally buy things to get rid of a certain pain point.

First - They need to be aware of their pain.

Second - They need to be motivated to solve it.

Third - They need to be open to exploring help.

Now, most people haven't gotten to there yet.

Your job - to educate them.

This brings them there.

- Awareness -

They might not even be sure that they have a problem yet.

Educate them on the problem and why it is important.

- Value -

Sure, people can have a problem, but are they motivated to solve it?

They probably have a million other things to do.

Why should they stop and focus on this?

Your job is to educate them on why it is important.

Show the value in solving that problem.

- Ease -

People want to easiest route.

Make it easy to learn from you.

If it's too complicated, they'll keep moving.

---------------------

Education is so valuable in today's marketplace.

If you can show that you know your stuff.

You can solve problems that matter.

Easily.

Then yeah - you'll be able to sell stuff through education.

If you just post a bunch of ads saying "buy my stuff" --- probably won't work as well as it used to.

------

Just sharing a random thought of the day :)

What do you think? Agree / disagree?

I'd love to hear your thoughts either way!

02/03/2025

Storytelling isn't just rambling on about something that happened to you.

It's an opportunity to share something meaningful.

To teach a lesson in an unexpected way.

Share a part of yourself that would have otherwise been hidden.

Stand out in a sea of sameness.

We all have powerful stories to share.

And you have no idea who you could inspire.

Start sharing stories, and you'll be surprised what happens next.

01/31/2025

❗❗❗After working in marketing for the last 6 years I've noticed something really profound.

I realized this after hundreds of conversations with coaches, consultants and course creators.

That there was a trend, and it wasn't a good one.

No matter what might be going on in their business (which could be a lot)...

There's always *one thing* that causes a bottleneck and holds them back.

Yeah, they might have too much going on.

And some things might be serving them well.

Some things might be wasting their time.

But there's always just *one thing* that is holding them back big time.

Maybe they're posting on social media, trying to get people on their email list but it isn't working.

Or maybe, they're running ads to a landing page that isn't converting.

Perhaps they have a lot of website traffic but nobody is doing anything.

The bottom line is that they want their audience to do something.

Sign up for this.

Buy this.

Watch this.

Read this.

Well, in a world where competition is at its height.

You've gotta be really compelling to inspire people enough to do what you want them to do.

This happens through your messaging.

You have to be so crystal clear this is for them.

You have to be so convincing with the way you express the benefits and transformation that are to come.

You have to differentiate yourself from everybody else and become the real thing.

And for a lot of coaches, consultants and course creators.... it's not so easy.

You have to figure out what needs fixing.

What needs to be improved...

And you have to somehow wrap your head around how to say something in a way that clicks.

I can help.

Even though I am almost fully booked with writing gigs for the next few months, I'm opening up 2 spots this February for VIP Days.

In a VIP Day with me, we'll dive deep into what is that *one thing* that'll really move the needle in your business.

(Continues in comments 👇👇👇)

01/30/2025

Okay, I figured it all out.

At least for now...

When you do something that you truly love and you're good at.

Opportunities and success come so easily.

The universe keeps giving you more.

Awarding you and gifting you for doing what you are *meant* to be doing.

Telling you, YES YOU GOT THIS!

You are right where you are supposed to be.

Reminding you to keep going.

Step more into the flow and see where it takes you.

When my daughter was born, I felt like I needed a change.

But, I was afraid because a lot was at stake.

I felt like I needed to, though, and I was okay with taking a chance.

After four years of building a business that helped me make a living abroad, I felt that it was no longer for me.

Like I was walking in the wrong shoes.

So, I decided to try something new.

I mean, it wasn't that new because I'd already been doing it for a long time.

But to actually step into a place of ownership and take it seriously.

Writing.

I decided, hey, I'm going to be a writer.

And figure out how to make a living from it.

It was scary, and I wasn't sure if it would work.

But it just felt like the right thing to do.

Here's what happened next...

The owner of an Ayurvedic clinic in Australia asked me to write her website copy.

Even though I recently gave birth, I was so excited about this project that I managed to write while resting in bed.

It was so much fun, and I got amazing feedback on my writing.

Then, I wrote some Facebook ad copy for a parenting coach and got ridiculously cheap click-through rates.

And then, I landed another client, a consultant who is also a LinkedIn top voice.

I wrote emails for her that got 29% click-through-rates and a ton of traffic to her site.

Now, I work as a short-form video scriptwriter for a marketing agency and one of the very first scripts I wrote went totally viral with 540k views (and it keeps going up)...

I feel like there is so much opportunity for myself as a writer right now and I can't believe I didn't start sooner.

Even though starting a new career, getting clients, and doing good work isn't *easy* per se.

❗ Continued in comments below 👇

01/28/2025

When it comes to your marketing this is the most important thing...

(in my opinion) >>>

I'm guilty of this mistake too...

It's a constant learning process.

Learning, trying, revising, tweaking, adjusting, adapting.

An ever-evolving process.

You can't market anything if you don't know who you are talking to.

This is so freaking important.

You might think you understand your audience.

And then the deeper you go down the rabbit hole...

The more you realize >> there is still so much more to know.

We should be constantly learning.

Investigating, listening, discovering.

Because through this >> we can do powerful stuff with our words.

The way you communicate needs to speak to your audience.

That's how the most successful creators find their success.

They know their audience > They speak to them > And, it resonates.

Check out 5 things I've noticed recently that can help do this better ↓

01/27/2025

Last month, I started short-form video scriptwriting for an agency and helped write a script that generated 400k views.

Here's why I think this script performed so well ↓

1 - It shared a high-value hack
(A tax loophole to save $6500)

2 - It was specific and relatable
(For a working parent with a stay-at-home spouse)

3 - It mentioned how it is not commonly heard of or practiced

4 - It went straight into the explanation without giving the final answer until the very end
(if you reveal the loophole too early, people won't stick around)

5 - The answer was simple enough for a 7th grader to understand

6 - The explanation was believable because it was detailed and specific

7 - It was less than 30 seconds and had absolutely *no fluff*

Which one do you think made the biggest impact?

01/21/2025

Last Sunday, I turned 35 and it felt good!

Oh, how much has changed for me this past year.

It has been a year of magic but also hard work.

For me, this entire decade has been slightly intense.

Becoming a wife and a mom while living abroad hasn't been easy, but still, I've been enjoying every moment of it.

This decade marked the unfolding of a strong woman with high ambitions.

I cannot stand by with mediocrity anymore.

My life might be slightly unconventional, but it's incredibly fulfilling.

A continual discovery of who am I and what I want to be doing with this life.

Doing the kind of work that lights me up.

Being in the spaces and places that make me feel most alive.

This past year came along with two major changes.

Stepping into my identity as a writer.

Giving birth to an amazing little goddess.

It feels good to learn and do what I love to do.

It feels amazing to be a mom the second time around.

It feels rejuvenating to live in the midst of pristine nature and with the space to grow and thrive.

The only thing I miss is family and friends in the US.

I've officially made it halfway through my thirties, and as much work as it is, I love every moment.

Each season of life is beautiful in its own way, and we all have so much to learn each step of the way.

This year, I've learned that I am so much more capable than I could imagine.

Anything is possible with a strong drive to make it happen and a dedication to hard work.

There's magic in listening to what is best for you.

Listening to myself instead of all the noise around.

And following the path that felt right even when I wasn't sure how it might play out.

For me, 35 is all about gratitude, abundance, and transformation.

Growth, growth, growth.

Trusting the process but not being in a rush.

Understanding that everything happens in its own good time.

And that I am exactly where I am meant to be right now in this very moment.

Here's to another trip around the sun, and I can't wait to see what this next year has in store!

01/17/2025

I saw an ad today that made me click.

The reason why was so simple, but still, many leave this out ↓

Traditionally ads were created for everyone.

They were generic.

They aimed to entertain.

They just needed to get their name and product out there.

The problem today...

There's so much competition.

If you create an ad that's supposed to work for anybody and everybody...

It isn't going to work.

Sure it could be well made.

It could be entertaining.

It could be appealing.

But it will never work if the viewer doesn't feel like it is FOR THEM.

So here's the key thing that made me click this ad earlier today ↓

It was ridiculously specific.

It spoke right to me.

And not just to where I am from or what I do.

But it spoke to my internal struggles and dialogue.

It spoke to the things that mattered most to me.

With my marketing cap on, I felt the ad did a good job just because of this little thing.

The hook was specifically targeted to one kind of person.

And it spoke powerfully to their struggles and desires.

Be specific to who you are talking to and people will listen.

Need help figuring this out?

Feel free to reach out, and I'd be happy to help you dial in your messaging :)

01/08/2025

These common copywriting mistakes are killing your conversions ❌

They're simple to fix but most people still don't realize they are making the mistake. 🤦

What about you?

Are you good or is there anything that you need to work on? 🌱

Real Good Digital

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