Confession time...
I’ve done that thing top-performers in our space do of hammering on the craft for clients…
Without actually letting anyone know what I’ve got going on.
This came to the fore today…
When one of my writers said “I just got an invite for Your Conversion Partners (YCP), what is that?”...
…while being in the YCP slack workspace!
This is clearly a massive failure on my part, so I thought I’d correct the record…
As well as share our story so far.
If you’re short on time and want the “elevator pitch”…
Your Conversion Partners helps ambitious direct response businesses (who have their operations dialed in) grow by 7-figures per year with continually optimized copy.
..
.
We’ll get to what we do in a moment, but here’s the quick background on us…
From 2020 to Q3 2021, I’d launched my hair rejuvenation offer Divine Locks with business partners…
And over this time, we had hired a few copywriters to help us out…
Some were better than others – and while we didn’t have any horror stories – it gave me an insight I’d never had before; what being a client is like.
To the point where I’d say the “average” experience is rushed copy that leans a little too hard into swiping… minimal communication… and non-existant post-delivery optimizations/support.
With this in mind, I wanted to create a “copy shop” that I’d LOVE to hire…
And when I thought about the approach, I knew it had to be something new…
Where incentive alignment didn’t just come from a royalty arrangement but was also carved into the founding principles.
In other words; I knew it couldn’t be a typical “client and freelancer” relationship…
It had to be viewed as a partnership…
Where everyone was pulling in the same direction (and specifically on our part, where great copy could be delivered on time and then optimized over time)...
Hence the name, Your Conversion PARTNERS.
I also wanted to utilize a copy-superpower that most freelancers can’t tap into (through no fault of their own)... collaboration.
I’d learned from my own experiences – and also through experiences of high-performers in other creative fields…
That collaboration between experts in their field creates results greater than the sum of their parts.
In Hollywood, they call this a Writer’s Room.
At YCP, we ensure at least three people are involved in the ideation, writing and editing phases. What this does is allow us to have more ideas, better ideas and catch blindspots before they become an issue.
The end result of this is copy that has a far higher chance of being a winner.
With these two things in mind – partnership and collaboration – I launched YCP in September 2021…
At the time it was just me and Jonathan Fisher…
Between September and late December we wrote three full funnels for clients…
While also adding another team member and creating a foundation of systems, processes and tech.
By the start of 2022, we had our feet firmly planted and it was time to expand…
In quick succession we added John Robb to the team… then another… and another…
(Everyone we hired – and still hire – has to be dedicated to the craft and totally bought into our guiding principle of viewing every business relationship as a partnership.)
We then formally built out a team dedicated to optimizations once copy goes live and generates data to guide us…
We hired a 25-year veteran as copy chief (albeit still on a couple trial projects)...
And we hired a head of operations to handle pretty much everything non-creative and allow our team (including me) to stay in our zone of excellence; copy.
So between September 2021 and June 2022, we’ve grown to a global team of 8 people.
And when it comes to what we do...
We write for clients across many of the major niches...
Delivering full funnel flows...
And continue to support these funnels/offers with optimizations.
We also optimize existing funnel assets that may have fatigued OR have a lot of juice currently left unsqueezed.
Plus, we also do Platinum Offer Audits – to help business owners find their next 7-figure offer...
We do each audit exactly the same way as we do everything else...
With collaboration internally -- to guarantee we're uncovering the best ideas and catching blind spots...
And by viewing every audit client as a partner who's success is the first priority.
(Interested in a Platinum Offer Audit? Get the full details here.
So that’s our story – and what we do.
Pleasure to meet you. ;D