“5 Questions With” is an ongoing series featuring kickass entrepreneurs, community leaders, and other superheroes.
Toby Myles is a conversion copywriter and owner of Toby Myles Copywriting, specializing in email launch and welcome funnels for small businesses and solopreneurs. Toby does her research! She listens, not just to what her clients say, but how they say it. She gets to know their businesses and their customer’s pain points so she can write comfortably and authentically to THEIR audiences. Toby’s copy is compelling, on-brand, and converts to sales! Grab her FREE Guide: 99 Juicy Lead Magnet Ideas to Attract Your Ideal Clients.
Enter, Toby.
Question 1: What’s your superpower?
I’m a conversion copywriter, specializing in email funnels (welcome, launch, sales). I work with time-starved women entrepreneurs to grow and nurture their audiences, launch their programs to gain clients and earn more money in a way that feels authentic and good, and not icky or skeezy!
Question 2: Why are you the exact right person to do what you do?
Prior to starting my copywriting business, I worked for 15-years in direct response marketing. It’s where I learned the art of audience segmentation and crafting the right message for the specific segment to persuade them to do what you want… signup, join, donate, purchase.
Conversion copywriting is science first, art second. I spend most of my time listening and researching before ever writing a rough draft.
Question 3: Tell me a story about a time your work made a difference.
During the pandemic, many of my clients had to shift their in-person businesses and train their customers to shop online. In 2019 I began working with a high-end jewelry designer who, right up until 2020, was doing in-person shows.
We began by emailing her list on a regular basis – connecting with her audience, sharing stories, educating them on stones, her process and materials. When everything shut down in April of 2020, we began consistently every week.
2020 was her best year yet, and she’s continued to grow her online presence even now that things are somewhat back to “normal.” 2021 was better than 2020. In early 2022 we ran a launch for a special one-time-only liquidation sale of discontinued piece. The launch began 2-weeks before the sale. The sale ran for 3-days and the net sales were over 32k!
This strategy is not something that can be accomplished by just deciding one day to start emailing your list. Email is a LONG game of building know-like-trust so that when the time comes to sell, you audience is ready to buy!
Question 4 What’s your go-to move for drumming up business?
I’ve found that staying consistent with content creation and networking keeps my pipeline pretty full. So I don’t really have any magical “go-to” moves. Just show up every day and be consistent.
Question 5: Tell me a story about a time you fell down and got back up again.
I lost my voice once. No, it was more than that. I lost me. I let someone else’s idea of who they wanted me to be, dictate who I tried to be on the outside. It happened over 4-years. I lost my voice, my money, my self-respect, my relationships with my family, all because of one person’s influence over me.
I didn’t believe I had enough years left in my life to climb out of the hole… financially or personally.
With a leap of blind faith and the safety net of my family, I started to put the pieces back together. I vowed NEVER to be dependent on another human being again. One tiny step at a time…
I got out of debt
I started a new career
I repaired damaged relationships
I felt like myself again… authentically me, quirks and all.
One of the core values in my business stems from this experience. It’s important that my clients feel good about how they show up in their businesses, and my copywriting supports that. Helping them to find and use their authentic voices is the foundation for everything we do together.
