If you’ve ever wondered why your email marketing isn’t converting, or why “join our newsletter” doesn’t inspire anyone to join your newsletter, this episode will change how you think about email completely.

Today, I’m joined by Australian copywriter and ghostwriter Katia Spies, who’s built a highly profitable niche by creating a sequence known as Educational Email Courses. These are not your typical lead magnets. They’re structured, strategic, and designed to turn cold subscribers into qualified buyers.

Katia shares how she’s evolved from traditional copywriting into a more personalised, results-driven approach that blends strategy, storytelling, and email automation; why ghost-writing is having a moment, and how businesses can replace tired lead magnets with something far more engaging and effective.

What we cover:

• The difference between copywriting and ghost-writing (and why it matters more than ever).
• Why personal brands are outperforming traditional brand messaging.
• What an Educational Email Course is and how it works.
• Why “join our newsletter” is no longer enough.
• How a 5-day email course builds trust and warms leads before the ‘sell’.
• Real examples of EECs in action, including high-ticket services.
• The structure of a high-converting email course (and what to include each day).
• Ideal email length, format, and delivery timing.
• Where to promote your email course for maximum sign-ups.
• Why segmentation is the secret to better email performance.
• How to clean your email list (and why it actually improves results).
• The truth about ‘email is dead’ and what’s really happening instead.
• Katia’s take on SEO and what still works.
• How AI is changing copywriting and why human editing still wins.
• Smart ways to use AI as a copywriter without losing your voice.

Read the show notes

This podcast is brought to you by the Australian Writers' Centre. WritersCentre.com.au

Join our community of copywriters at CopyClub.com.au.

See omnystudio.com/listener for privacy information.