Most Copywriters You Talk To Have Never Spent $200K on Paid Ads That Actually Made Them Money.
I Have.
And that's exactly why your next funnel is going to print cash instead of bleeding it.
Dear Evan (and Cam, if you're reading this over his shoulder),
You're probably neck-deep in applications right now from copywriters who "specialize in direct response" and "understand high-ticket sales psychology."
They've read all the right books. Eugene Schwartz. Gary Halbert. Maybe even some Claude Hopkins if they're feeling vintage.
They'll tell you about AIDA and PAS and how they "craft compelling narratives that move prospects through the customer journey."
And then they'll write you front-end ad copy that attracts tire-kickers, VSLs that lose prospects at the 3-minute mark, and booking pages that sound like they were written by a corporate HR department.
Here's what none of them will tell you:
They've never actually bought a high-ticket info product. They've never run paid ads with their own money on the line. They've never built a back-end email sequence that turns a cold lead into a show-up who's already 70% sold before the call even starts.
They're copywriting about direct response businesses.
Not copywriting from inside one.
This letter isn't an application. It's a demonstration.
Because the best way to prove I understand your business, your voice, and what makes copy convert in paid advertising isn't to tell you I can do it.
It's to actually do it. Right now. In the next 4,000 words.
Let's go.
Here's What I Actually Built (With My Own Money on the Line)
You asked for a portfolio. Here's the problem:
I don't have "client work" to show you. I have something better.
I have campaigns I built as an affiliate marketer where every dollar of ad spend came out of MY pocket. Every funnel that flopped, I ate the loss. Every email sequence that didn't convert, I went to bed wondering if I should quit.
Most copywriters write copy for clients and move on. Win or lose, they get paid.
I wrote copy to feed my family. If it didn't convert, I didn't eat.
That's why I understand your clients' pain better than most "professional copywriters" ever will. Because I've BEEN your client.
Here are three real campaigns from my affiliate marketing career. Real funnels. Real metrics. Real money.
CAMPAIGN 1: Fast Church Websites
Offer/Context: Done-for-you church website service | Brand new Q4 launch, only running a few weeks
Ad Copy Sample:
"You don't have time to build a website. Between sermon prep, counseling, and actually running the church, adding 'learn WordPress' to your to-do list isn't happening. Here's what we built for 47 churches in the past 6 months: Professional website. Mobile-optimized. Online giving integrated. Launched in 7 days. $497 one-time. Done."
Strategy: No VSL. No long-form sales page. Just direct, solution-focused copy for decision-fatigued pastors. The shorter the copy, the better it converted.
Why these numbers matter:
- • 5.4% opt-in on cold traffic is 2-3x industry average (most landing pages get 2-4%). The copy qualified leads BEFORE they clicked, so only serious prospects opted in.
- • 37.5% checkout completion destroys the industry average of 15-25%. This means the copy set proper expectations—no surprises at checkout, no sticker shock, no "let me think about it."
- • 1.42-1.88% CTR on cold traffic to an ultra-specific niche (small church pastors) proves the targeting and messaging were dialed in. Most "spray and pray" approaches get 0.5-0.8%.
- • These are BASELINE numbers—brand new offer, Q4 launch, no pixel learning, no optimized creative. This is what the copy did out of the gate with zero optimization.
The lesson: For this audience, less copy converted better. Pastors don't need to be "sold"—they need friction removed. Short, direct, solution-focused copy outperformed every long-form variation I tested. Know your audience's decision-making style, not just their pain points.
CAMPAIGN 2: High-Ticket Affiliate Strategy
Offer/Context: Two separate campaigns targeting Christian audiences | $200K+ total ad spend (2020-2021)
Campaign A: Legendary Marketer (Ministry Workers)
Target: Full-time ministry workers (pastors, worship leaders, youth pastors) who needed side income but couldn't leave their calling.
"You didn't get into ministry for the money. But what if you could build a side income that doesn't pull you away from your calling? No MLM. No selling to your congregation. Just a proven system that works while you're doing what God called you to do."
Campaign B: The Christian Entrepreneur Lead Machine (White-Labeled Product)
Strategy: White-labeled Blake Nubar's Partner Program core product and rebranded it as "The Christian Entrepreneur Lead Machine" for Christian business owners.
"Most Christian entrepreneurs are great at their craft but terrible at marketing. This isn't another course. It's the exact lead generation system I used to build a six-figure income—now packaged for faith-driven business owners who want to grow without compromising their values."
Multi-Stage Funnel Strategy (Both Campaigns):
Stage 1 (Front-End Ad): Target people trapped in time-for-money situations who'd tried "starting a business" before but failed.
Stage 2 (Bridge Page): Pre-frame the offer and handle objections BEFORE sending to vendor VSL. Most affiliates send cold traffic straight to the vendor page and wonder why conversions are terrible.
Stage 3 (Email Nurture): 30-90 day sequences with value, stories, and strategic pitches. This is where 90% of sales actually happened.
Why these numbers matter:
- • 1.2-1.5x front-end ROAS means I was break-even to profitable on the FIRST purchase. Most affiliates lose money on front-end and pray for back-end sales. I understood unit economics from day one.
- • $200K in ad spend over 18 months proves I wasn't dabbling—I was committed, testing, and scaling. Every dollar was MY money, not a client's budget.
- • 90% of sales from email follow-up proves that most copywriters quit too early. The real money isn't in the ad—it's in the nurture sequence that most people ignore or do poorly.
- • White-labeling Blake's product shows I understand positioning and audience-specific messaging. The same core offer converted differently when rebranded for Christian entrepreneurs vs. general audience.
The lesson: Most affiliates (and most copywriters) optimize for the wrong metric. They celebrate a 3% CTR without asking "what happened to those leads after they opted in?" I learned to think in LIFETIME VALUE, not just front-end conversions. Your clients need copywriters who understand the difference.
CAMPAIGN 3: Email Follow-Up Systems
Offer/Context: The back-end nurture strategy that generated $1.7M+ across dozens of affiliate offers over 5 years
The Framework That Printed Money:
Day 1: Confirmation + expectation setting (What happens next? What should they do now?)
Day 2: Story + value (No pitch. Just build trust and demonstrate expertise.)
Day 3: Soft introduction to the offer (Plant the seed without asking for the sale)
Day 5: Objection handling (Address the #1 reason they haven't bought yet)
Day 7: Social proof (Case studies, testimonials, "here's who this worked for")
Day 10: Direct ask (Clear CTA, limited-time element, make the offer irresistible)
Day 14+: Value + occasional pitch every 3-5 emails (Stay top of mind without burning the list)
Context: I promoted dozens of different affiliate offers over 5 years—from high-ticket coaching programs to software tools to info products. The $1.7M in total commissions came from this email framework applied across all of them, not just one or two campaigns.
Full transparency: My current email deliverability has issues (spam problems from past tactics). But the STRATEGY is sound—it generated $1.7M over 5 years. Tactics evolve. Psychology doesn't.
Why these numbers matter:
- • $1.7M across dozens of offers proves this wasn't a lucky campaign—it was a repeatable system. I applied the same email framework to high-ticket coaching, software, info products, and it worked every time.
- • 90% of sales from email means the front-end ad and landing page were just the appetizer. The email sequence was the main course. Most copywriters write killer ads and terrible follow-up. I learned to write both.
- • 3-7 touches to convert is standard in high-ticket sales. But most email sequences give up after 3 emails. I built sequences that stayed valuable for 30-90 days, so when the prospect was ready to buy, I was still in their inbox.
- • Promoting dozens of offers taught me how to adapt copy for different price points, audiences, and mechanisms. I wasn't a one-trick pony—I learned what works across the board.
The lesson: Most copywriters treat email as a "reminder system." I learned to treat it as a TRUST-BUILDING and OBJECTION-HANDLING system. Every email had a job: entertain, educate, eliminate doubt, or ask for the sale. Your clients need copywriters who understand that the money is in the follow-up, not just the front-end.
So no—I don't have a traditional "client portfolio."
But I have something your other applicants don't:
I've been the client. I know what it feels like to watch ad spend drain while wondering if the copy is the problem.
I've written every stage of the funnel—ads, landing pages, VSLs, booking pages, email sequences—and watched the metrics tell me what worked and what didn't.
And that's exactly why I'll write better copy for your clients than someone who's only ever written FOR clients.
Most Copywriters Will Kill Your Funnel Before It Even Launches
Let me tell you what's going to happen if you hire the wrong copywriter.
They'll write beautiful ad copy that gets 1,000 clicks. And 847 of those clicks will be from people who can't afford your offer, don't have the authority to make decisions, or are "just researching options" for the next eight months.
Your client's media buyer will burn through $4,700 in week one. Your client will ask what went wrong. And the copywriter will say something like, "Well, we're still optimizing the targeting and testing different audiences."
Translation: The copy attracted everyone with a pulse instead of the three people per day who are actually ready to buy.
Here's the truth about copywriting in paid advertising:
Your entire business model lives or dies on three conversion points.
Click to Lead
Getting the RIGHT person to raise their hand (not just anyone)
Lead to Show
Getting that lead to actually show up for the call (because a booked call that ghosts you is just wasted ad spend)
Show to Close
Getting that prospect primed to buy before your sales team even says hello
Most copywriters optimize for ONE of these. Maybe two if they took a course recently.
They don't understand that a 28% booking rate means nothing if your show rate is 51% and your close rate is 19%. Those numbers mean the copy is attracting the wrong people, failing to create commitment, and leaving your sales team to do all the heavy lifting.
This is what happens when you hire copywriters who think in terms of "compelling narratives" and "brand storytelling" instead of conversion mechanics.
They're optimizing for the wrong metrics.
They're writing for awards, not for revenue.
And they're doing it with your clients' money.
And that's the difference between a copywriter who makes your clients wealthier and a copywriter who makes them frustrated.
Why Your Clients' Show Rates Are Low (And How I Will Fix It)
Let's talk about the part of the funnel that determines whether your client's sales team has a full calendar or empty time blocks: getting people to actually show up for the call they just booked.
Here's the typical scenario:
Prospect watches VSL. Gets excited. Books call. Closes browser.
Then... nothing. Radio silence. Maybe a generic confirmation email that says "We're looking forward to speaking with you!"
Fast forward 48 hours: The prospect gets a calendar reminder. They think, "Wait, what was this for again?" They vaguely remember booking something. They're busy. They skip it.
Your client's show rate: 58%.
This isn't a scheduling problem. It's a psychology problem.
The prospect's commitment level was highest at the exact moment they clicked "Book Now." Every minute after that, their commitment degrades unless you actively reinforce it.
The booking page isn't the finish line. It's the starting line.
Here are the four tactics I use to turn 58% show rates into 80%+ show rates:
1Immediate Post-Booking Commitment Escalation
The confirmation page isn't just for calendar instructions. It's for deepening commitment.
❌ Instead of:
"Your call is confirmed! Check your email for details."
✅ Use:
"Perfect—your call is booked for Thursday at 2pm. Here's what to do next: Block off 20 minutes on your calendar (not just 15—we'll need the full time to build your custom roadmap). Then, take 2 minutes right now to think about your #1 goal for the next 6 months. We'll use that as our starting point on the call."
Why this works: You're asking for micro-commitments (block calendar, think about goal). Each small commitment increases the likelihood they'll honor the big commitment (showing up).
2Strategic Pre-Call Touchpoints (Not Just Reminders)
Most confirmation sequences are just disguised calendar reminders. That's wasted opportunity.
Email 1 (Immediately after booking):
Confirmation + expectation setting + first micro-commitment
Email 2 (24 hours before call):
Engagement question that requires a reply (see Sample 3 in the Proof section)
Email 3 (2 hours before call):
Short, personal, reframes the call as something they should be excited about
Each email has a job. None of them are just "reminder" emails.
3Reframe the Call as High-Value (Not Sales)
Prospects no-show because they think the call is going to be a high-pressure sales pitch. Your confirmation copy needs to eliminate that fear.
❌ Instead of:
"We'll discuss how our program can help you achieve your goals."
✅ Use:
"We're going to spend 20 minutes building you a custom roadmap—specific steps you can take whether you work with us or not. Our only goal is to make sure you leave with clarity on what's actually blocking you from [desired outcome]."
Does this lower close rates? Nope. It actually increases them. Because now prospects show up open, not defensive.
4Remove Friction From Rescheduling
Here's the paradox: Making it easier to reschedule actually INCREASES show rates.
Why? Because prospects who can't make it will either (a) reschedule if it's easy, or (b) ghost if it's hard.
Every confirmation email should include a one-click reschedule link. Make it frictionless.
The real insight? Back-end optimization isn't about sending more emails. It's about understanding the psychology of commitment and using every touchpoint to deepen it.
This is what I'll bring to your clients' funnels—copywriting that understands the full customer journey, not just the first click.
I Ship Fast. Here's How.
You need funnels launched in 7-14 days, not 7-14 weeks.
I get it. Your clients are impatient. Their media buyers are ready to go. And every day without a live funnel is money left on the table.
Here's my process for going from client kickoff call to launched funnel in 7-10 days:
Day 1-2: Research & Strategy
- • Client call (60 mins): Understand business model, avatar, current funnel performance, objections
- • Competitive research: What are their competitors doing? What's working in paid traffic right now for this niche?
- • Framework selection: Which proven structure fits this offer? (VSL? Advertorial? Hybrid?)
- • Outline approval: I send a detailed outline showing hook, mechanism, objections, CTA flow. We align before I write a word.
Day 3-5: First Draft
- • Ad copy (all variations)
- • Landing page / VSL script
- • Booking page
- • Confirmation sequence (3-5 emails)
- • Show-up sequence (SMS if applicable)
I don't write in isolation. I write in Google Docs with comment access so you can give real-time feedback as sections are completed.
Day 6-7: Revision & Optimization
- • Incorporate feedback
- • Tighten copy (remove 15-20% of words—tight copy converts better)
- • Final polish on CTAs and transition points
- • Load into your copywriting doc template or directly into platform
Day 8-10: Launch Support
- • QA all links, forms, integrations
- • Write backup variations for split testing
- • Brief the media buyer on avatar and positioning
- • Monitor first 48 hours, recommend tweaks based on early data
"Doesn't fast mean sloppy?"
No. Fast means I know the frameworks cold.
I'm not reinventing the wheel every time. I'm using proven structures (PAS, AIDA, VSL formulas) and adapting them to the specific client, niche, and offer.
The research phase is fast because I've done this for enough info product creators, capital raisers, and agency owners that I know the questions to ask and the objections to expect.
The writing phase is fast because I'm not agonizing over "finding my voice." I'm writing in YOUR voice (which I've already studied) using frameworks that work.
The revision phase is fast because the outline was approved up front. No surprises. No major rewrites. Just tightening and optimizing.
Speed isn't a liability. It's a feature.
Your clients need revenue today, not perfect copy in six weeks. I give them both.
Here's What Happens Next
You've just read 4,000+ words that either convinced you I understand your business, your clients, and what makes copy convert in paid advertising... or they didn't.
If they didn't, no hard feelings. You know what you're looking for, and I respect that.
But if you're reading this thinking "This person gets it"—then let's stop dancing around it.
You've built something impressive at Sell More Online. 375+ funnels launched. 4X+ ROAS targets. Cameron going from copywriter to COO in one quarter.
That doesn't happen by accident. It happens because you're ruthlessly focused on results, speed, and making your clients wealthier.
I'm not here to waste your time with generic pitches or inflated promises.
I'm here because I think I can make your client funnels convert better, your media buyers happier, and your clients richer.
Ready to talk? Let's see if this is a fit.
P.S. — If you're still reading this, you already know I can write copy that holds attention. Imagine what I can do for your clients.