The Connected Yoga Teacher Podcast

109: Attracting Clients with Your Message with Eman Zabi


Your business is about you, but does your branding and website copy reflect who you are as a yoga teacher, and showcase your unique personality and voice? Eman helps business owners “put the personality back in your business” and she has some tips for you to get started doing the same.

Eman is the founder of The Scribesmith, and she puts her background in Political Science, Econometrics and Neuromarketing to good use in her business. She works with clients from the outdoor, fitness and wellness industry to help them create copy that makes their businesses sound human, capture the essence of the person behind the business, and stand out from the hundreds of other similar offerings.

Particularly in the yoga industry, the human aspect is so important, because a lot of times, our students work with us because they like us, and our style and our personality.

That’s why personality-driven copy on our websites is so important. Eman shares why it’s so important to share your story, what your brand is as a yoga teacher, and some tips for how to capture your unique voice and convert it into copy.

If you’re feeling like your website reads like a robot wrote it, or if your branding and copy just don’t stand out among hundreds of other yoga business owners out there, you are going to love this episode.

Key Takeaways:

[3:22] Shannon introduces her guest for this episode – Eman Zabi.

[5:03] Where did Eman get started with her journey of copywriting, particularly for wellness businesses?

[7:27] Has Eman ever encountered a situation where she thought that she should pivot away from working with businesses in this space?

[9:20] What benefits has Eman seen in businesses when they niche down and speak to a specific audience? Eman explains more about the Return on Investment (ROI) of branding and differentiation.

[12:38] What does “brand” actually mean for yoga teachers or yoga studios?

[13:24] Eman shares some tips on how to connect with your brand.

[16:00] How can you start to dig in and showcase more of who you are?

[17:34] How much is too much when it comes to sharing?

[19:17] What are Eman’s thoughts on how to choose a name for your business?

[20:53] Listener question from Pili Bailey: How can I share my story while weaving together yoga and aromatherapy?

[22:25] What helped Eman along the way to develop her homepage? How can yoga teachers and yoga studio owners apply that to their own homepages?

[25:52] Shannon and Eman discuss the call-to-action on your website, and how this ties in with a sales funnel.

[28:10] What is Eman’s advice to yoga teachers who haven’t found their niche?

[30:57] How can you own your story and share who you are without feeling embarrassed?

[34:21] Eman shares more about an email marketing campaign that really made an impact.

[36:56] How does Eman create amazing subject lines? She also dives into what makes a great email with some examples.

[44:19] How can you deal with people who unsubscribe from your email list?

[45:12] Eman leaves us with some final tips on how to dig into your own voice in your copy.

[46:44] Shannon shares her biggest takeaways from her interview with Eman, and leaves you with some homework!


Gratitude to our Sponsor Schedulicity

Quotes from this episode:

“It just made sense to be writing about a space that was such a big part of my life.”

“The yoga studios here, particularly, I found that they really have to find really unique ways of telling their stories – they need to stand out.”

“As a yoga studio owner, if you invest in your branding and in your story, you’re using that to differentiate yourself.”

“Just bringing a part of yourself to the table and using that to connect with others – it’s one of the easiest and most effective ways of standing out.”

“We like to work with people we like, and you cannot like people don’t know.”

“How much you share comes down to who your audience is, and it comes down to knowing your audience.”

“As a business owner, you have the luxury of being able to pivot your business when you feel like it isn’t working.”

“If I put myself out there, I’m able to reach more people. And if I’m able to reach more people, I’m able to help more people.”

“Email marketing, I think, is the most underutilized tool in the fitness industry.”