Have you ever thought about outsourcing the writing of your emails? Please don’t. Please stop. Unless you're already making millions of dollars with your business, your voice in your emails is the last thing you should ever outsource. In this episode, I’m going to tell you exactly why that is and share a couple of things you can do to make the process a little easier, a little faster, and even a little more enjoyable when it comes to writing emails for your audience.
Hi, my name is Ina Coveney, marketing strategist and business coach, and this is the Superhumans Podcast. Here, I introduce you to the most successful people I know so you can learn from their lessons, their failures, and get all those juicy ideas for your business. This is a solo episode—once a week, I come here to teach you something I believe you really need to know. From me, a business coach, to you, your business. Let’s make things better—right now. Thank you so much for being here.
Today, we’re going to talk about copywriting. Writing copy for landing pages, emails, and even for the TEDx stage—yes, I’ve done that too. It’s all very similar. You might not think so, but it is. For me, writing copy has become a skill that I’ve learned over time. It’s not because I’m a great writer or because English is my first language. In fact, English is my second language. This skill is not something you’re born with. The world isn’t divided into good copywriters and bad copywriters. Writing great copy is a skill anyone can learn.
When I write something, it has nothing to do with me. I need to put myself in the shoes of the person reading it. With every line I write, I ask myself, “Will this make them want to read more? Will this make them want to keep scrolling down the page?” That’s always the first question in my mind. But it wasn’t always like that.
I used to write emails simply from my perspective—just whatever was on my mind, writing the way I talk. But after spending an entire decade building websites for clients, I realized that clients were not going to give me perfect copy for their websites. I had to create it myself. That’s when I started to put myself in their shoes and ask, “What would be something they would like?”
I’ve been a people pleaser for much of my life—something I’m working on. In my last episode with Elisa Smith, we talked about trauma and how it shapes us. Make sure to check that episode out, episode 319. As a people pleaser, I couldn’t stand the thought of creating a website that people wouldn’t like. I needed to get paid, and I needed my clients to be happy. So, I researched and learned how to write copy that clients would appreciate.
Over time, I figured it out. I started noticing the types of emails I liked to read, the ones I opened. What kind of subject lines grabbed my attention? By the way, I’ve created a free guide with 365 high-opening subject lines for you. You can go get it at realsuperhumans.com/365. These subject lines are designed to get your emails opened. There’s one for every day of the year, and it’s completely free.
As I learned more, I noticed that I don’t like big, blocky paragraphs. I like snappy, easy-to-read sentences. That’s one thing I recommend to you: Start noticing which emails make you click, which ones make you want to read more. Whose emails do you consistently read every time they come in? That’s your education on copywriting right there.
Now, why should you be writing your emails yourself? Why shouldn’t you outsource this? Because this is your voice. Your voice is one of the hardest things to train anyone, even AI, to emulate. It’s not just about writing sales emails; it’s about making sure your soul is in your writing. My clients often tell me that I have this “magic”—that I make their emails sound better and more relatable. That’s years of experience writing copy, knowing how to get into someone’s brain and put it on paper.
For the first time ever, I decided to deconstruct my email writing process. How do I write emails so quickly? How do they sound so good? How do I appeal to different people with each email? I documented this entire process and created a course. It’s not a $2,000 course. It’s not even $100. It’s less than $100, and it’s in my academy. You can get it at realsuperhumans.com/email. This course teaches you how to write high-converting emails quickly. I’m talking about writing great emails in five minutes. Even the long, complicated ones only take me about twelve minutes. I want you to learn the same skill.
In this course, you’ll find templates for nurture sequences, launch emails, and value content. Everything you need is there. Go to realsuperhumans.com/email and grab the Fast Email Copywriting Course. It’s going to help you write emails that get 25% to 40% open rates, compared to the average industry open rate of 17%.
If you’ve been wondering how to write better copy, don’t outsource it. Try this first. Spend some time learning this skill. It’s a course you can go through in a single day, and it will help you for the rest of the year. Remember, your voice can’t be imitated. Don’t waste time and money trying to train someone else to sound like you. Instead, learn how to do this yourself and do it quickly.
Thank you for being here. Go to realsuperhumans.com/email and start writing high-converting emails today. I hope this was helpful. Let’s make 2025 your best year yet. See you on the next one!