We were lucky to catch up with Lindsay Hope recently and have shared our conversation below.
Lindsay, looking forward to hearing all of your stories today. Can you tell us about a time where you or your team really helped a customer get an amazing result?
Last summer, I contacted my favorite local farm and asked if I could help them with email marketing. This farm has a glorious rainbow of fresh flowers, fruits, and veggies. It’s situated with a panoramic view of the Front Range of the Rocky Mountains, where some of the most beautiful sunsets can be enjoyed while picking fresh bouquets of wildflowers and raspberries picked straight off the vine.
But the farm felt like a best-kept secret. Since I drove by often, I knew they had a farm stand where I could shop for fresh goodies, and a friend told me about their pick-your-own flowers, so I had the intel and knew to return week after week! But what about people who don’t live nearby? How were they getting lured in to enjoy all the farm had to offer?
When I pitched them to help with email, they were open and excited.
The goals? To deepen relationships with existing customers, educate people on the benefits of shopping “local,” and boost sales via membership cards, date nights, special events, and at the farm stand.
I created strategic emails and sent them on a regular cadence.
And what happened next was sensational: The farm saw an instant uptick in membership. Farm stand sales — particularly on the days when an email went out promoting what was fresh that day — increased so much that they had to ensure they had extra staff working to meet the demand.
The emails worked. They educated readers, built relationships, and increased revenue for the farm — a win-win for everyone!
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
I help businesses build relationships and make money through the inbox.
As an Email Strategist and Conversion Copywriter, I constantly research how brands communicate via email. I sign up for lots of lists! I go onto websites and abandon items in my cart. I love discovering new tips and tricks for optimizing the email channel for my clients —AND studying what NOT to do with emails.
Over the last year, I’ve shifted my business to full-service email marketing — I build strategies, write copy, design emails, and implement and optimize them for my clients. In an industry where many solopreneurs only offer one piece of the email puzzle — like copywriting, for example — I’m a one-stop shop; I do it all. This allows me to get deeper with the brands and businesses I work with. I can uncover and capitalize on what’s working well and what can continuously be improved for their customer’s experiences in the inbox.
Have any books or other resources had a big impact on you?
Essentialism by Greg McKeown was my inspiration for niching my copywriting business down to email. The philosophy of saying “no” to more means you can deeply focus on a narrower goal of what you say yes to.
As a writer who started by writing everything from content to all kinds of copy, it was challenging to be really good at just one type of writing. I fell in love with email copywriting and all the strategies and best practices that come along with it — and realized this was where I wanted to focus and demonstrate expertise.
Any advice for growing your clientele? What’s been most effective for you?
The most effective strategy for growing my business has been networking — but not in person; it’s nearly all been online!
Over the last four years, I’ve joined coaching programs, masterminds, and an incredible collective of women business owners — all of which have resulted in referrals and growth in my clientele.
I’ve landed most of my clients by building genuine relationships and demonstrating my skills and expertise in these groups.
Contact Info:
- Website: https://lindsayhopecreative.com/
- Instagram: @lindsayhopecreative
- Linkedin: https://www.linkedin.com/in/lindsay-hope-profile/
- Twitter: @lindsaycopy
Image Credits
John Robson