— Copywriter & Content Strategist

Toni Hench

WHERE CONSUMER PSYCHOLOGY MEETS REVENUE-DRIVING COPY.Part Scientist. Part Storyteller. 100% Built to Convert.
Scroll down and see for yourself.

Contact: [email protected]

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FACEBOOK AD CAMPAIGN & SaaS SUBSCRIBER ACQUISITION FUNNEL

1,328 New Subscribers in 30 Days

THE BRIEF: KARTRA, ALL-IN-ONE SOFTWARE
→ THE CHALLENGE
Genesis Digital's $1 trial funnel for Kartra was generating trial sign-ups — but hemorrhaging them. Users weren't converting past month one, and the cost per acquisition was unsustainable. The funnel looked like it was working. It wasn't.
→ THE DIAGNOSIS
I dug into the data and identified the real problem: a messaging-to-audience mismatch. The Facebook and YouTube ads were reaching people too early in their journey — aspiring entrepreneurs and curious creators who were months (or years) away from needing an all-in-one platform. They were test-driving a car they had no intention of buying.
They'd grab the $1 trial out of inspiration, log in once or twice, and disappear.
→ THE FIX
I shifted targeting from "thinking about starting a business" to "ready to level up or switch platforms" — but I didn't guess at the messaging. I went straight to the source.
I spent time inside Kartra's customer Facebook group — not to broadcast, but to listen. I joined real conversations, asked questions, and surfaced the exact language paying subscribers used to describe why they converted. Then I rebuilt the ad copy around their words, not ours.
→ THE RESULTS
The new messaging delivered immediately:
→ 17% lift on trial landing page conversion
→ $130,000+ in new monthly recurring revenue
→ Lowest cost per acquisition in Genesis Digital’s history
→ 1,328 new subscribers in 30 days
The fix wasn’t scrapping the funnel, it was finding the right people by speaking their language. → Click the adjacent image to view the full ad copy.

CREATOR SALES FUNNEL

First organic conversion in under 24 hours—11.5 X return on ad spend

THE BRIEF: YO QUIERO DINERO PODCAST
→THE CHALLENGE
A podcaster with a proven offer and an engaged audience had one problem: traffic wasn't converting to it's full potential. The audience was warm, but the path from listener to buyer was missing the architecture to make the sale feel inevitable.
→THE STRATEGY
I built a quiz funnel from the ground up — engineered from the first click to the final follow-up to do one thing exceptionally well: make every prospect feel like the offer was made specifically for them.
→THE BUILD
It started with the quiz itself. Each question was doing double duty — engaging the prospect on the surface while performing real-time segmentation underneath. Pain points, beliefs, buying readiness. By the time someone reached their results, the copy already knew them.
The results page functioned as a soft sales page. It reflected their answers back to them with precision, deepened awareness of the solution they'd just named, and positioned the offer as the natural next step — not a pitch, but a conclusion they arrived at themselves.
From there, prospects moved into a video sales letter; a recorded masterclass from the podcaster. This handled the heavy lifting of trust and education at scale: building credibility, demonstrating transformation, and neutralizing the objections that kill conversions before a prospect ever reaches checkout.
For those who didn't buy immediately, I closed the loop with a five-email follow-up sequence — each email assigned a specific job. Identity reinforcement. Objection handling. Transformation storytelling. Urgency. These weren't reminder emails. They were conversion triggers, deployed at exactly the moment they'd have the most impact.
→THE RESULTS
An 11.5 Return on Ad Spend.
What drove that number wasn't any single element — it was the alignment across all of them. Every touchpoint in the funnel made the prospect feel seen, understood, and one step closer to a decision that already felt right.
→Click the adjacent image to view more funnel copy.

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HIGH TICKET COACHING EMAIL UPSELL SEQUENCE

Sold Out High Ticket Offer, 35% Email Open Rate

THE BRIEF: KELSEY ALE, HEALTH COACH→ THE CHALLENGE
Kelsey's high-ticket health coaching offer wasn't converting — and the problem wasn't her offer. It was the gap between where her prospects were and where they needed to be to say yes.
Cold leads from organic audiences were landing on a discovery call with no context, no trust, and not enough understanding of their own problem to recognize the value of her solution. Skepticism was killing the close before it ever began.
→ THE DIAGNOSIS
Two compounding issues were at play.
First, a knowledge gap. Kelsey's ideal clients didn't yet have the language or awareness to connect their symptoms to the gut health work she does. Without that foundation, her offer felt abstract — and people don't invest in things they don't fully understand.
Second, information overload. Kelsey's offer was genuinely rich with value — 3 private coaching calls and 2 medical tests for $1,900 — but trying to communicate all of it on a single discovery call was overwhelming prospects instead of exciting them. Too many moving parts introduced at once created confusion, and confused people don't buy.
→ THE FIX
I built a lead magnet funnel around a free guide — 101 Gut Healing Foods — designed to do three things before a prospect ever got on a call: educate, qualify, and warm them up.
The email sequence that followed used storytelling and strategic education to help leads self-identify as Kelsey's ideal client and organically recognize the value of her work — in their own time, at their own pace. The tone and structure were intentional: calm, clear, and healing. It mirrored the transformation Kelsey actually delivers.
By the time a lead reached the discovery call, they already knew Kelsey, trusted her voice, understood their own problem, and had begun to see her as the solution. Committing $1,900 to their health wasn't a leap of faith — it was an obvious next step.
→ THE RESULTS
The email sequence achieved a 35% open rate — more than double the industry average for health and wellness — a clear signal that the right people were not just subscribing, but showing up.
The discovery calls that followed converted at a rate that did what no amount of pressure selling could: the $1,900 offer sold out completely.
A premium price point requires premium trust. My funnel built it. → Click the adjacent image to view more funnel copy.

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