#122: Student Spotlight Series: Amisha Shrimanker, Launch Copywriter at The Copy Crew
“I heard about you launching the Fractional Freedom consulting incubator. Something inside me knew that was just the next step for me in my professional trajectory, and I knew I had to be a part of it because it just felt like I would be learning so much more, doing bigger, more important things.” - Amisha Shrimanker, Launch Copywriter at The Copy Crew
Amisha came to my program as a launch copywriter and in this episode, she shared:
The moment she realized she wanted to work both on strategy as well as conversion copy
How consulting builds on her conversion copywriting skills
What surprised her about consulting
Tune in to hear about where she sees herself in the next couple of years!
Learn more about Amisha here: https://thecopycrew.com or on Instagram: https://www.instagram.com/thecopycrew/.
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Listen to the Show:
Laura 00:02
Welcome to Next Level Leap, a podcast where we dive into the mindset and strategies of scaling your company and creating a legacy brand. As a top growth strategist, multi passionate entrepreneur, membership site owner, trainer, speaker, author and mom to three. I love exploring the journey of how we as founders can multiply our income impact and influence by landing on the other side of our next big leap. Let's get started.
Laura 00:43
Hey everybody, I am so excited to be here. Today I want to introduce you to one of our students and I collaborate with her on some projects. Her name is Amisha Shrimanker. And she is a copywriter and now a consultant and it's really exciting to have you here. Thanks, Amisha.
Amisha 01:01
Hey, hey, Laura. Thanks for having me. I am super excited to dive into this interview with you.
Laura 01:06
Yeah,so you came in to fractional freedom and came into the consulting space, having extensive experience as a copywriter, and not just like any copywriter, but a really premier exclusive copywriter that's worked on huge projects and launches and multimillion dollar brands. And it's it was really neat to see you come into the space as a consultant. So share me a little bit about your business background and where you specialized prior to getting into consulting.
Amisha 01:39
Yeah, sure. So I started my copywriting I was I started my freelance journey in 2018. So it's almost four years and it feels forever, I think in the online space for years. Like it feels like 100 years when you were young, one launch after the other. And I'm a conversion copywriter by trade, you know, to get geeky here because that's different from brand copywriting. Yeah, you know, agency copywriting, the creative sorts, were kind of like very big on the data, like, you know, customer interviews, market research, and a lot of my clients are like you take that long to do research. Yeah, before I write, copy, because the copy is not a problem. The research really is. So yeah, I'll all that said, you know, super geeky on the data part, and then writing the copy. And I've been doing launches, I started as a sales page copywriter, that was my claim to fame. And clients would come up to me and say, hey, I know you wrote so and so's sales page. Can you write one for me too. And they're like, you know, what we would like for you to write our emails as well. And I'm like, You know what, let me just specialize myself and call myself a launch copywriter. And that's what I've been doing. Yeah, is launch copy. And, you know, along the lines, I've also, I'm kind of multi passionate. I have created my own group coaching program, which teaches people how to audit and I kind of did started doing audits and the copy side of things and the offer side of things I want to say a couple of years ago. And I liked that it engaged my strategic part of the brain and not so much of the copywriting. And I started teaching that to other copywriters in digital marketers. And then when, you know, I heard about you launching the fractional freedom program, the consulting incubator, I was like, something inside of me knew that that was just the next step for me in my professional trajectory, and I'm like, I have to be a part of that, because it just felt like, you know, I'm going to be learning so much more, doing bigger, more important things.
Laura 03:40
I love that you are sharing this part of your journey. And it's really interesting, because and I'm so glad that you are speaking specifically about what it means to be a conversion copywriter because I think people in our space understand what that means. Yeah, but more recently, I brought you in to help with clients. It's actually very recent, within days of us recording this podcast. So it really worked out nicely. And this particular client is super successful in the in the offline space, like multi eight figure business. And when I said you need a real conversion copywriter, like we need to, we need to get somebody in here fast. I think he was so surprised because many people outside of our world don't understand that difference, right? You're like, well, what is it? How is this different than just like the person that writes my social media posts? Or how is this different from other agencies that I've used? And it really is sort of this ninja specialty that I think a lot of people in traditional business don't necessarily even know it exists. And so as you've grown in your copywriting skills set and client base, it sounds like and what I'm hearing you say is that it made you even hungrier for the strategy, part of the copywriting that you had historically specialized in.
Amisha 05:03
Yeah. 100%. I mean, what I love about conversion copywriting, unlike other copywriting, like you mentioned that you kind of dive into the strategy. When you're working on launches, you kind of understand how to optimize an offer. And, hey, we should throw in an upsell here, this makes sense for a down sell all that good stuff. But I think what I learned and what I love about consulting, the journey you took us through Laura, in the eight weeks that we spent together, was you're thinking beyond the clients, one launch. Yeah, it's their overall business, you're looking for opportunities where you know, hidden opportunities that you can leverage, optimize, solve bigger problems. And that was like, Yes, I'm done working with, I mean, that done, I still love launches. But you know, this is like, you're really called to think bigger, more creatively using all the skills that you already have. So this I love that the consulting builds on my conversion, copywriting skills, and the little bit of the strategy that I have learned over the years and just takes it so much bigger.
Laura 06:09
That's so interesting. What do you think? What was the point for you that you realize that you wanted to work both on strategy as well as conversion copy? Like, was there any point in which you can look at and you realize that you knew there was something bigger for you to be doing when it comes to business strategy?
Amisha 06:29
That's a great question. So many things actually. And a little bit of a personal side. I am I like reinventing myself, yeah, I had another business before I even came into the digital space. 12 years ago, I started something else. And I took it to a million in seven years, it was not a digital business was a, it was an export business. And that's thanks to my background, because I wasn't raised here. I lived abroad. And I knew what the markets looked abroad. And I'm like, okay, now that I'm here, and I'm raising a family, what can I do to kind of make money where I don't have to work for somebody. So I like being creative. I like reinventing myself. And six years ago, this is funny, when I gave birth to my daughter, my second child, I told myself, like, you know what, with the export business, I need to stop traveling, I can do a lot of international travel, and it was exciting at the time. I'm like, I need to do
something which is online, and you know, less, you know, it's where I am more home with the kids. And I have two children and enter the digital space. And it took a while to kind of find my footing, like, what can I do?
Amisha 07:37
And again, it was a career shift totally from someone who did, you know, export sales, international sales to gosh, what is copywriting today, like, my emails look different, you know, the whole thing is different. I had to train myself go through extensive education, everything- learned it was a whole different language. I want to say earlier this year, I fell this pull, this thing, like, you know what, I did what I had to do, I'm ready to reinvent myself again. I'm like, I didn't know what it was. And I kind of felt that sense when I started teaching other copywriters and coaching them. And, you know, and I do a lot of audits in my current business. And I liked the strategy part of it, like, let's look why this is failing. Let's see what we can do here. And I, I liked a bit of that coaching aspect, the strategy part, and I felt this need to reinvent again, professionally, I'm like, I don't know what all this means. I don't know when I saw that post. And, you know, you and I are in same mastermind, digital insiders, when you kind of announced that that, hey, I'm thinking of doing this and teaching people how to become consultants. Something just clicked inside. And I'm like, I don't know what this is. But I got to find out. And I remember sending you Voxer on my evening walks, and you were so patient with me, you would reply to them. And I tried to get so much information. I even connected with Sarah to say like, hey, what does this program look like? And this is what I have. And I just knew within that first week, when I signed up, that I'm in the right place, I am, you know, ready for this next reinvention. And I just knew it's a gut feeling. And I knew I was on the right path. So if that makes sense.
Laura 09:26
Yeah, it does. It's amazing to hear because, for me, there was a period of time in which people were coming to me and saying, can you teach me how to do what it is that you do? And like, Well, I think you have to be a particular type of person. I think you have to have different types of backgrounds. I think you have to be a curious person. I think you have to be the kind of person that wants to go deeper on problems. I think you need to be the kind of person that likes to challenge yourself like it was all these characteristics that I wasn't sure I could package up. I was a little bit skeptic While and then as I started to get to know the people who are interested in consulting and drawn to consulting, I was like, oh my gosh, like, there is a type. There is a type I think of us. And it's really interesting. Yesterday, I recorded a podcast with Ana, and she's that type. There's a type of person who is forever curious, who is that lifelong learner, who is very smart, like, just knows that their brain is their biggest asset, and also is a little bit restless. And I think that's what makes him a good consultant. Because you're always like, Well, what about this? What about that? What if we looked at it from this perspective? And that is so valuable? So you know, as a former seven figure business owner, which is fascinating, I did not know that about you. And that's true about myself as well. Yes. And for example, many of our students have had tremendous success, like, you know, Ana was an executive director of a nonprofit, there were many of us have had these really interesting backgrounds, we know that when you're in that role, you can't see the forest, the trees, like you just can't, and having that person who's the strategic thought partner is so valuable.
Amisha 11:14
Oh, totally, totally. I think when you see your clients faces lit up, like oh, my gosh, really, like, I didn't even think of that. It's kind of I yeah, I can't even begin to explain it. It's a different feeling altogether. I mean, I think I can go to bed with just that feeling in my heart, I'm like you did a good day's work.
Laura 11:33
I feel the same way. And I think so many of us are also working for clients, who are making a massive difference in the world. And the more that we get to help them, the more they get to help people. So for example, the client that you and I are working on together right now is in personal development, and mental health, particularly for entrepreneurs. And these are two people who have had tremendous success in business. And were keeping some of their emotional and mental and relational struggles quiet and realized that it was something that they needed to bring to the world and make it a more public conversations. So these are the kinds of people that we get to help. I know that one of the one of your first projects is in mental health as well, consulting projects, which is so super exciting. And in by helping them get their product and get their services into the hands of more people, we get to create that ripple effect, from a place of really great lifestyle, great income, so that we can keep ourselves in a good place, which I think is really important, too.
Amisha 12:37
Yeah, no, totally. I 100%. Agree.
Laura 12:41
Yeah. Is there anything else about consulting that you find either surprising? Or that? Maybe what surprised you? Or what did you discover, as you started to get into consulting and start doing a little bit about it that has drawn made you the decision to even join the mastermind and really go all in on consulting?
Amisha 13:01
What surprised me was how? Oh, my gosh, I can't even I was thinking like, you know, it's going to be tons to learn. And there is it's not that I don't know how to explain this. How simple it is, like how you're, and I don't know if this is you, Laura. But you make things like, I'm very chill. And remember that line, I'm very chill with my clients. And you know, when we looked at your templates and things and like, yeah, there really isn't, it's not overcomplicated. It's really looking for those simple tweaks, and just really optimizing what there is, there is nothing like, Okay, we're going to build you a new funnel, or we're going to advise you to create a new course and you know, dah, dah, dah, dah. But there is nothing like that. It's really looking for those golden opportunities within the clients business and an established client, of course, you know, they have a proof of concept. They have all that they have brand equity, all the good things, it's, yeah, it's kind of like solving the bigger problems, but yet, it's easier than it appears. Or maybe I'm doing this wrong, I'm getting this wrong.
Laura 14:12
You're actually getting it right. And I think it's really interesting to hear you say that, because I say that, like it's simpler than you think it is. Like you're going to be so surprised that consulting does not need to happen within a 14 hour work day. Come coming up with all new strategies, because I think when we think about consultants, we think about, you know, consultants working for like big six firms or being in
New York City working 15 hour days, you know, and there, there are consultants that do that, but they also worked for Fortune 500 companies, like even if we prescribed that for our clients, they never be able to handle it even an eight or 10 or $12 million company, they wouldn't have the resource such as the infrastructure to be able to implement fast enough to get an ROI on the consulting arrangement. So, for us, it's about paring down, like looking at all of the things that make that business complicated and trying to find the levers that will give them the fastest return on investment, so that they can build trust, you know, that's one of my biggest goals in the first 90 days is just for them to believe that if they do what I tell them to do, they're going to do that they'll make more money than if they don't follow my advice or hire me.
Amisha 15:36
Yeah, and that was another thing that really surprised me, I didn't think that consultants would do that. Yeah, because on the contrary, like, as a copywriter, I mean, I am very clear with my clients, like, hey, there is no guarantee that this copy is going to make you money. Because a lot of it depends on the kind of traffic you have, obviously, your offer, and these are things I will come in and optimize and give you recommendations. But at the end of the day, you've got to have some following in something to kind of have a successful launch and hit those numbers, I can give you all the tools. But I can't say that, you know, it sucked because the copy failed you because copy is really the last thing I mean, you know, you'll like direct response marketing as much as I do. So I could never make that guarantee. It's really your offer your audience. But what I what was what stunned me when I learned that in the first or second week, you're like, and you said, this is how you position your services. And that's how you started, like, I will, you know, guarantee you that ROI within 90 days, and, you know, yeah, of us working together. And this is how much you'll make, or this is the value you're going to receive. And that was kind of like, you know, mind boggling, because I have never done that as a copywriter. And maybe it may look like it may look different for a Facebook ads manager or someone like that. But yeah, that was like, wow, this is really cool. And I'm like, how can people possibly say no to that?
Laura 16:57
The easiest sale in the world, as long as you're, as long as you're being honest about it. And I think for copywriting or anybody who's done a few services, your scope is so narrow, like you don't have insight, I will I will say to somebody, I, we don't have enough data here, I'm happy to help you. But we don't have enough data here for me to be able to determine whether or not you're going to get an ROI within my typical timeframe. And actually the client we're working on together, that was the conversation, and they hired me anyways. But I think being able to assess and look at the big picture and say, like, if this works as half as well as we hope, will you still get an ROI? And typically with a more established client, the answer is yes, like they will. And that means I can sell the work in integrity. And I'm also setting the expectation that you know, that they will be able to at least break even worst case scenario. And then of course, that's rarely what happens, you know, worst case scenario is rarely what takes place. Yeah. And then they're like, wow, you know, Laura, or Amisha, or anybody who is consulting is one of those rare people that does what it is that they say they're going to do. And, and you become this non-negotiable in the business. So yeah, that's really it's super rewarding. It is. So where do you see yourself in a couple years in terms of your consulting business?
Amisha 18:25
That's a great question. So I will definitely, I'd love to have a full roster. And kind of like, you know, leave behind copywriting because yeah, I'm right. I would love to leave that behind. Or at least I mean, I do have a network of really brilliant copywriters, who could kind of like, do the implementation work like I am currently doing right now I am consulting with my mental health app consulting client and doing a little bit of implementation, I am providing them with a copy. I'd really like not to do the copywriting in a couple of years and just purely focused on consulting. What I also want to do is because I know the kind of person I am, I get bored within one space for you know, if I'm always there, I would like to expand beyond info products. And I'm glad that this mental health app was a you know, it's a good consulting client. And when he came to me, I was like, I don't know if I should do this. Can I do this? You know what, I've never worked with a SASS company, so to speak, let's do it. And I'm loving it. It's surprising, and I'm like, you know, what, what else could I open up to like, I mean, I don't have to be in the coaching and for product space. There's a whole lot of, you know, possibilities out there. And I'm open and I'd like to kind of explore more of that, too.
Laura 19:41
So I love that you brought that up. We talked about that a little bit in our mastermind. I remember you bringing the mental health app client to one of our brain trusts and I really encourage you to pitch them. Yes, you're consulting. I was like, This is what I want you to do. Because I knew that once on the surface we can be a little bit intimidated, like, oh, it's fast, or maybe it's an app or it's tech, and we don't know tech, with that said, when you pull back business is simply a sum of moving parts. And they're all the same parts for the same for the most part, you know, the mechanisms might be different, but it's not outside of our realm of understanding as people who have spent a lot of time in strategy. So for example, with an enterprise level SAS sale, it may be a business development play, versus a paid traffic ads play, when it's the same, for the most part, it's the same decision points, and the same customer flow. And I knew you could do it, I'm like, You're you would nail this. And the cool thing, too, is that when you bring those types of strategies to companies that don't know about it, they're like, what, like, their mind is blown. Yeah, I have spent hundreds of 1000s of dollars on agencies, marketing agencies, and nobody's ever taught me this before. And you're like this genius to them. And that's also when I get really excited when our consulting students pick up traditional businesses, because I know it puts you in that kind of role. And the in the referrals are just a matter of time after that. So it's really exciting. So as we wrap up any final words of wisdom? Or what would you say to people, if they're thinking about joining fractional freedom and have a similar background to you?
Amisha 21:28
I would say do it. I think it's one of the best things that you could do for your business. I mean, even if you don't want to become a consultant full time, but just the thinking ability of how you can stretch your brain and solve the bigger problems and your clients business will kind of position you as a great expert just to beyond a copywriter or, you know, even worse, an order taker. I mean, not that, you know, people are doing that, but you know, yeah, I think it would kind of like put you on par with the client. Just with that, you know, ability to strategize and look for hidden opportunities and kind of you know, how you can optimize those just by doing that piece alone will kind of set you apart from other copywriters or other Facebook ad managers or whatever you're doing.
Laura 22:12
That's so awesome. Thank you for sharing that. I really appreciate it. And I appreciate you and I appreciate you being here. So if people want to get in touch with you and want to learn more about your copywriting or just, you know, get connected, what's the best way for them to look you up?
Amisha 22:29
I have my website, thecopycrew.com Or you can look me up on Instagram. That's where I hang out. I love Instagram. I am very friendly in the DMS. If you can lower your expectations, you might like my reels. I'm really cool to chat up in your DMS. Yeah. And that's where I like, you know, making personal connections because I like building relationships. So that's where you can find me.
Laura 22:57
Wonderful. Well, thank you so much, Amisha for being here. I really appreciate it and I'll talk to you soon.
Laura 23:02
Thank Florida. Thanks for having me.
Laura 23:06
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The Scale with Joy podcast dives into the mindset and strategies of scaling your company to the million dollar mark and beyond. Each week, we follow the journeys of innovators, disruptors, experts and leaders - sharing behind the scenes stories of their most challenging moments and greatest lessons learned-all while building their multi-million dollar empires.