We had the good fortune of connecting with Eman Ismail and we’ve shared our conversation below.
Hi Eman, can you walk us through the thought-process of starting your business?
Before I started my business, I was working for a local charity running their communications department.
I learnt so much at that job, but ultimately it just didn’t work out. To get there, I had to commute to a different city most days – and with a then a 2-year-old, it was all too much.
I left for work really early in the mornings and got home long after my son had fallen asleep for the night. I barely got to see him and I felt like I was missing out on a lot for a job. And in the end, it wasn’t worth it.
What I really wanted was more time with my son, more energy, more flexibility, more control and more money.
I left that job on a Friday, and by the Monday I was working in a little basement office with my very first client.
Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
I’m an email strategist and copywriter for online business owners and ecommerce brands. That basically means I help business owners use email to make more money, and to create a stronger relationship with their audience.
I work with coaches, community and membership makers, podcasters, course creators and product-based business owners – a whole range of people and industries because I like to mix things up.
My emails stand out from the rest because they take a subscriber-first approach.
I don’t just write whatever my clients want me to write. I do intensive research to collect data that tells me what subscribers need to hear so we can move them from subscriber to customer, or even fan to superfan.
Once I’ve done that research and come up with a strategy, I write emails that are packed with personality and that subscribers are excited to read.
One of the best pieces of feedback I get from clients is: “You NAILED my voice!” When I write my emails, it sounds like my client wrote them (but even better).
If I’ve learnt anything as a business owner, it’s that I need to be great at my craft of writing emails…but also great at being a business owner. And that means managing my projects, clients, finances, marketing well… all of it.
Providing a great customer experience for my clients is something I’m really passionate about. I understand that my business is a people business. I work with clients I love and I am truly invested in their success, which means from start to finish, everything has to be great from them.
From the moment they enquire with me, to the moment they receive their emails.
The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
Without my mother and my uncle, I wouldn’t be where I am today.
When they realise I was unhappy in my full-time job and that I was considering starting my own business, they immediately told me to quit (even though I had a kid!).
When I said, “I can’t just quit and start a business!”
They asked, “Why not?”
And that made me wonder… “WHY not?”
They sat me down and told me it was time for me to leave. They told me they believed in me, and that they didn’t doubt my business would be successful.
Most importantly, they told me that if everything went wrong…they’d be there to support me in any way I needed.
At the time, I knew without question that if my business failed and I needed financial support, they would help.
But I also knew I would never, ever take any serious money from them. So I needed to be sure this was the right thing for me.
A few weeks later I decided it was.
I quit my job with the knowledge that my son would never go hungry. I believe that is a huge privilege that many business owners don’t have.
My mother gifted me £250 so I could pay my first logo. and I asked her for a loan so I could do a copywriting course and teach myself the skills I needed. (I paid her back in instalments. Thanks, mama!).
Without their support and belief in me, I don’t think I would’ve had the courage to start my business. So if I have to attribute my success to anyone…it’s them.
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