Jeni didn't need teaching. As a sales consultant, she already understood the frameworks and knew exactly what needed to happen to generate leads for her business. What she needed was someone to handle the part she didn't enjoy: sitting down and actually writing the newsletter, week after week.

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The brief was straightforward to describe and harder to deliver: take Jeni's voice, quirky and entirely her own, and turn it into a newsletter that also worked as a piece of marketing. Not a version of Jeni. Actually Jeni.

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I drew on the newsletters that do this best, Morning Brew, Marketer's Milk, The Drum, and used them as a starting point for something built around her personality specifically.

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We settled on two newsletters a month, each with a different job to do. The first was the flagship: a distinctive, personality-led opener followed by a breakdown of the topics her audience actually wanted, tips, advice, insights. The tone stayed playful throughout, and the calls to action were soft and human rather than salesy, in keeping with how Jeni sells. The second was shorter and sharper: one lesson, one action, something concrete to take away.

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Two formats, deliberately distinct, so readers never felt the fatigue of "another one of these," but both grounded in the same thing: genuine value, delivered in a voice that could only be Jeni's.

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Why it worked

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The key was refusing to choose between personality and strategy. Jeni's brand is the marketing. Every framework I brought in only earned its place because it served how she sounds, never at the expense of it.

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The results
 

 

• A 38% newsletter-to-closed-sale conversion rate

• 3x ROI on what Jeni's invested, and it's still climbing

 

"Coral is so talented at mastering my tone of voice (which isn't easy), that I'm almost convinced that she actually morphs into me temporarily whilst she writes my newsletters. She has made running-a-bloody-brilliant-newsletter the easiest thing in the world. We speak once a month, she extracts all my brain thoughts and then somehow turns it all into brilliant content that requires zero changes. I don't even need to think about it. It just sits there, churning in leads for me. Currently, I have a 38% newsletter to closed-sale conversion rate with an ROI of 3x what I've paid Coral. That's crazy, and it's not slowing down."

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Jeni Ashdown, LeadJen