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Inknite Labs
The Marketing Hotline
Answers to the dilemmas submitted by small businesses, soloists and founders.
OVERALL MARKETING
How much marketing is enough to build a community?
"I am looking to promote and create a stable community for my creative workshop that happens weekly and the dilemma is time vs effort. How much time should I spend on marketing to create a community for my offering."
Answer
Let’s start with the strategic goal of your community. It sounds like the goal is to nurture people and eventually convert them into your weekly creative workshops. Now, let’s zoom out and think about where this community actually sits in your funnel. It sounds like your community will live in the consideration / nurture stage. Generally, most people will join your workshops when they trust you, understand the value, and feel like this is for them. So your marketing job isn’t just to sell the workshop; it’s to consistently move people towards the community. This means that most of your marketing efforts should still sit before the community. I recommend focusing 50% of your marketing efforts on making people aware that this community exists and helping them understand why it matters. Once they’re in the community, they’re primed to nurture into your offering. So, 30% of your marketing time should go towards nurturing inside the community itself. Then, the final 20% goes towards inviting people into your paid workshops. My short answer is that you want to focus on marketing the ‘room’ you want people to walk into. There is no correct ‘amount of hours,’ as long as you’re committed to regularly showing up in sustainable and repeatable ways, you can maintain long-term. But in general, I recommend that 50% of your marketing is dedicated to promoting your community. Good luck!
MARKETING CAMPAIGNS
What is the best way to approach my first 'cold' marketing campaign?
"With AI changing a lot for copywriters, I would like to have an 'always on' campaign to build new clients. What is the better way to go? Posts about who I am and why I am different (ie I don't use AI at all), or create a 'unique' downloadable to build a mailing list?
Answer
It is always obvious when you’re doing marketing that aligns with your values. The joy and magic comes through, and that attracts ideal-fit clients. So if using AI is not aligned with you, then I don’t recommend “pushing through” and using it for your campaign. You’ve asked whether there’s a better way to go between creating content about who you are and creating a valuable lead magnet to grow your email list. My answer is: porque no los dos (why not both)! I recommend letting your personal content do the heavy lifting at the top of the funnel by sharing your perspective, values, and why you’re the best choice than your competitors. Then, guide people toward a lead magnet that deepens that relationship. The lead magnet is simply a natural extension of your voice, not a separate “marketing asset” you have to put on. Since you’re a fundraiser copywriter who is wary of AI, I love the idea of a downloadable guide on “How to Write Fundraising Copy That Sounds Human”. This way, you’re not choosing between authenticity and growth. You’re using one to support the other. Hope this helps!
EMAIL MARKETING
How to approach fixing an email funnel that isn't converting?
"When designing a funnel, what's the ideal number of emails to send? I always thought that 4/5 was a good amount, but I was recently told 9/10! I have put almost 100 people into my new funnel and I have not converted 1 person, any tips, advice on how to move forward?"
Answer
There is no one right way to design a funnel. I have seen some people design 10-email funnels that move people onto another funnel as soon as they finish one. I have seen other people convert with only 3-email funnels. It all boils down to value and clarity. I don’t think you need to redo your funnel so that you have 9-10 emails. I think 4-5 can be sufficient, depending on what you’re selling and what stage in the funnel you’re reaching people (you might need more emails if they are early in the consideration stage vs you might need less is they are in the later part of the consideration stage). Here is how I would move forward on reviewing the funnel you have currently. Compare the open rates of each email in the funnel. Can you identify where there is a drop off in the open rate? Naturally, the open rates of each email will decline because there are always less people further down the funnel you go. You are looking for a more notable drop in open rates - more than a 15% drop. Where there is a big drop in open rates, there is something not working with the subject line. For example: if the second email has a 40% open rate and the third email has a 20% open rate. The subject line of the third email probably needs changing or editing. If there are multiple places where the open rates are dropping off, then edit those multiple subject lines. Compare the click rates of each email in the funnel. Similar to number 1, you want to identify where there are notable drops in the click rates between emails. Drops mean that there is something not working with the content of the email because people haven’t been enticed enough to click to your sales page or offer. If you need to change or edit the content of an email because of this, I recommend thinking about how it could speak to the audience’s pain point or aspiration in a deeper way. If it’s an email that is later in the funnel, it might simply need more social proof (eg. testimonials, case studies, or logos of preview clients). What if there are no notable drops in the open rates and click rates? If these metrics are strong (open rates of at least 25% and click rates of at least 1.5%), then the issue probably lies in your sales page or whichever page you’re directing them to. They are reading your emails, they are interested and are clicking through to the sales page, but it’s not converting. This means the sales page needs improving. I have a free guide on How to Write an Epic Sales Page which can help you here. What if the open rates and click rates are not strong to begin with? A good rule of thumb: An issue with open rates usually means the subject line needs editing. An issue with click rates usually means the email content needs editing. I know this is a lot of info! So, I have distilled it into a nifty flowchart (link below) Best of luck!
Resources:
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How to Write an Epic Sales Page - free to download
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Improving Your Funnel Flowchart - free to download
EMAIL MARKETING
How do I build an email nurture sequence?
"We haven’t had consistent email marketing. Where do we start with ensuring that we have a consistent approach and have the emails flowing so they are a proper nurture sequence? I keep putting it off for fear of getting it wrong"
Answer
First, I want to reassure you that it is very unlikely that you’ll get email marketing “wrong”. In the vast majority of cases, “wrong” only means that something isn’t working but even in that case, it gives you important data on what your audience doesn’t resonate with. All great marketing starts with the data and information gathered by marketing that didn’t work. Now, how does one start with creating a proper nurture sequence? Every marketer has a different approach, so what I recommend will probably be different if you ask my competitors (and I encourage you to ask, so you can see which approach aligns best with your capacity, resources, values and brand). I recommend simply starting with 3 emails. Two days between the first and second email. 3-4 emails between the second and third email. The first email - Start by speaking directly to the biggest problem your audience is experiencing. This is about making them feel seen, not convincing them to buy. Introduce your offer gently, as a possible support, not the solution to everything. The second email - Reframe the problem and explain your approach. Use the second email to shift how they’re thinking about the issue. This is where you clarify what actually helps and what doesn’t. Explain how your offer works in practical terms and why it’s designed the way it is, without over-explaining or overselling. The third email - Reinforce trust by providing social proof. The third email is where you prove your offer’s promise: patterns you’ve seen, results, testimonials, or common outcomes. Then make a clear, confident call to action. By this point, they should understand the problem, your perspective, and whether the offer is right for them. I structure nurture sequences this way because it naturally breaks down the core elements of how you message an offer. It forces clarity around the problem you’re solving, how you articulate value, and how confidently you ask for the next step. It’s also one of the most effective ways to test whether your messaging actually works. A short, focused sequence gives you real signals about what’s landing and what’s not, before you add more complexity or scale the funnel further. I hope this helps!
OVERALL MARKETING
What is the best channel to grow my brand?
"I've just launched a new email copywriting consultancy for charities. But I have limited time to promote it alongside the general freelance copywriting work that's keeping my bills paid. Where should I focus my available time right now to grow my brand and network? LinkedIn feels most promising, but are there better avenues?"
Answer
This is a very common issue for my clients who have multiple offers that are targeted to different audiences! In your case, LinkedIn is the best channel to grow awareness of your new offer. That is where decision-makers inside charities will be scrolling and browsing. Other than LinkedIn, do a little research on other spaces where those charity decision-makers will be - which communities, memberships, Facebook groups, LinkedIn groups, etc? Those will also be the best place to grow your network. Even better if you get in front of these communities/memberships and present a workshop or a webinar! My top recommendation once you identify those places is to run a mini campaign to promote an online masterclass/webinar, or lead magnet (eg. downloadable guide, resource, etc) targeted to those charities so you can turn this awareness into consideration. It allows you to collect the contacts of the people most interested in your offer so you can send them emails to nurture them. Best of luck!
MARKETING CAMPAIGNS
What is the best marketing plan to fill my group program?
"What is the best communication plan to fill 10 spots for group program, valued at $997 and starting 2 March. What could be the best mix of email/social media, blog or whatever else is needed? The landing page is live and I've been sending couple of emails a week, but nobody has even book the call. What's the best action here? Should I keep the date or consider postponing?"
Answer
I fully empathise with you, and I’ve been there! I experienced the same thing when I launched the pilot of my group sprint Launch Lab last year. It felt like I was putting out so much marketing to only run it to one person in the end. From that, I learnt that we are rarely doing as much marketing as it feels like we’re doing. Once I had tallied out the number of Instagram posts, LinkedIn posts, and emails - it was far less than what it felt like I was doing. People need a lot to be convinced nowadays. There is no set number of marketing assets to publish but for you, I would recommend at least 3 social media posts + 2 emails per week. The investment for your group program is fairly high, so people need more touch points. There may also be a messaging problem. Look at the open rates and click rates for the emails you’ve sent. If the emails are seeing less than a 25% open rate, the issue probably lies with the subject line. If the emails are seeing less than a 1.5% click rate, the issue is probably the content inside the email. If the click rate is more than 1.5%, then the issue is likely the content on the sales page. Hopefully, this helps with assessing where things might need fixing. You still have around a month until your group program starts, so I don’t think you need to postpone. People (including myself) do things last minute. I recommend implementing an earlybird price or an expiring bonus to incentivise people to join earlier than the very last minute. Best of luck!
MARKETING STRATEGY
What’s the best way to reframe messaging so it resonates with senior decision-makers,?
"I’m working with a B2B tech consultancy where the work is complex, high-trust, and not impulse sign-up. Currently, their content naturally attracts technical audiences due to copy and messaging, but the real buyers / decision makers are C'suite / execs thinking about risk, governance, cost and accountability. What’s the best way to reframe messaging so it resonates with senior decision-makers, builds trust quickly, and leads to better quality discovery conversations?
Answer
Before I respond, I want to caveat that my clients are usually small business owners and early stage startup founders. Some of them have C-suite / execs as their target audience, but I do want to preface that I am probably not the marketing person with the most expertise on this. In my opinion, credibility is one of (if not the most) important considerations for the decision-makers that you are talking about. They care about real results backed with data and evidence. That means that your messaging and its language should highlight the results you’ve achieved with other clients. For example, “Helped X organisation increase Y by Z% over six months,” or “Led a campaign that resulted in X outcomes across Y markets.” Think about the KPIs and metrics that these decision-makers care about and want to make an impact on. Then, frame the messaging around this. That could look like email newsletters where you focus on a customer case study, and then repurpose this content into a LinkedIn document carousel. With this approach, the messaging doesn’t rely on technical language but appeals to the wider audience because it communicates outcomes. The language you use should feel precise, measured, and grounded in reality, not inflated or overly promotional. So avoid vague claims like “high-impact” or “game-changing” because your audience are very clever people who can see through that. They simply want proof. That might be how much money you’ve saved for clients, the revenue impact of your work, or the measurable results you can stand behind. Some great examples are the customer case studies published by Brainfish, an AI startup I’ve worked with before. Hope that helps!
MARKETING STRATEGY
How do I increase my visibility as a coach without adopting a cookie-cutter approach
"How can I gain visibility as a coach and for my healing work with the right fit clients online without using the same cookie cutter approach to digital and content strategy everyone else is using?"
Answer
I loooove this question! I recommend starting with a fun but powerful little brainstorm about what makes you different from the other coaches. What beliefs do you hold that are contrary to many coaches? What is your approach in contrast to theirs? Then, identify the type of client who would choose you over every other coach offering something similar. Not everyone needs healing and not everyone needs the same kind of healing. What kind of person is looking for and needs your unique kind of healing? From there, create content that speaks directly to them (eg. blog articles, quizzes, guides, social media posts, emails, etc). Focus on the topics they care about, the language they would naturally use, and the values they already hold or are exploring. This isn’t about explaining or justifying your work. You want to reflect your audience back to themselves so they feel recognised. The fastest way to stand out online is by being clear and consistent in your point of view. Share what you believe, what you don’t subscribe to, and how your approach differs. This way, you’re not adopting a cookie-cutter approach. You’re adopting very specific messaging where the right people lean in and everyone else self-selects out. Some great examples of coaches who do this are these coaches on Instagram: @brookmccarthy @laurahiggins @shayethyer.finance I love these examples because by looking at their content, you get a strong sense of the type of person they are attracting. I’m going to end my answer with my recommendation on your best next step. Create a strong lead magnet based on your brainstorm and run a 6-week campaign to promote that. This way, you can start growing an email list of your right-fit clients. Best of luck!
OVERALL MARKETING
Which marketing tasks should I outsource?
"In a small team, what tasks do you recommend outsourcing to a marketing expert and what tasks should the team complete themselves?"
Answer
What tasks to outsource really depends on what your existing team has expertise and capability in, and also what they find enjoyable. For example, many of my clients are brilliant writers. They enjoy writing long-form blogs and email newsletters. So they keep doing that and outsource the short-form content and the more ‘techy’ marketing stuff to me. Unfortunately, I can’t straight out answer your question and list all the tasks to outsource because it depends on what your small team are able to do now. I recommend starting with listing all the tasks your team are good at and enjoys doing. Then, you can identify the marketing gaps you can outsource. If it helps, these are marketing tasks that I usually see outsourced: - SEO - Paid ads - Website building / management - Graphic design - Social media marketing
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