Carli Anna
"I'm convinced there is nobody's business that she can't help. Working with Emma has been the single best thing I have done for my business. I do not consider Emma an expense, but a huge investment."
case study
read her fascinating journey
When Carli began her business, she struggled to get clients to book her at just a $50 investment. Now, she has $100k+ product launches, a podcast with a loyal audience, regular $20k months, TikToks that go viral, plus, she books $10k client packages without breaking a sweat. But it didn't happen overnight...
I Wanted to Absolutely Die With Fear.
major achievements
March 2019-November 2019
Grossed $20k from course relaunch
Carli was pregnant with her second child, and even though the first launch of her course had been a smashing success, she wasn't sure how she could do that again, and again to reach the revenue goal she was dreaming of.
She wanted so badly to scale her business, so she was listening to all of the business experts, trying to put into practice what they said would work. But she was trusting them more than herself and her own intuition, and it wasn't getting her anywhere.
As she and Emma created the marketing plan for the next launch of her course, Emma could feel that there was something they weren't touching that they needed to discuss. Emma had Carli take a marketing personality quiz, and the results were totally different than Emma expected. "Is this really you? Is this how you actually are? Do you feel like these results are accurate?" Emma asked. "Yes, I think so," answered Carli. "It feels like it reflects the personal side of me, but it's not really how I want to be in business." She told Emma about the stupid music videos she loved making with her cousins. How she'd hung upside down from a tree while she was pregnant for said music video and she had everyone laughing in tears. She was afraid if she showed up as that person, all of her expertise would go out the window. It seemed like she needed to hide that part of herself, and only show up as the artistic problem solver in her business. So Emma and Carli teased it out for a while in conversation. Carli says about the conversation: "when Emma told me I actually needed to lean more into that and stop separating my personal personality and my business personality, I wanted to absolutely die with fear." But eventually, Carli realized that in order for her to really come across as authentic as possible, she needed to lean into this.
That night, she posted every imposter syndrome fear she had, and said "hey, this is who I am. This is who I'm going to show up as more, and I'm going to lean into it."
Started to see a new, powerful, distinctive direction she wanted to go in for her aesthetic, message, and voice
"On the surface level and from what people could see from Instagram, I had success. I had finally hit the six figure mark, I was getting consistent clients, and I had become what I’d always thought that I’d wanted. But on the inside, and on the backend, I did not feel that at all."
Felt like she could finally stop hiding and actually be herself
Created a simplified, focused, authentically-voiced, high-converting sales funnel
Outsourced sales page and email copy
Started to become known in the graphic design world as the Brand Strategy expert
Birthed 1 human baby
transformation: Carli's instagram posts
AFTER ONLINE PERSONA CREATION: Carli did the unthinkable by posting every single one of her imposter syndrome fears in one go. And not just that, she started seeing the potential to use these insecurities as strengths in attracting and serving her audience. She began speaking from a place that is impossible to duplicate.
BEFORE ONLINE PERSONA CREATION: Carli's posts were educational, but not unique. While they were effective for her intimate audience, it would be difficult for incoming potential customers to differentiate her content from other designers.
"I finally stopped seeing these things as weaknesses and started to see them as strengths. And that's truly when everything in my business changed. This is when I took my six figure business which was not successful in my eyes, and made it a six-figure business that felt easy, restful, and full of doing things I really loved. I was doing things that I didn't even imagine possible."
Unlike many of her designer peers, Carli isn't a perfectionist. She likes muted tones and minimalism, but more from the standpoint of an admirer of generally good design. It wasn't what she was burning to create. She's loud, a little irreverent, and likes design that's often kinda...ugly. But she kept feeling pressure to be shy, introverted, and hide her youth, so she could blend with her designer friends in order to be taken seriously by clients. She was finally done with that.
But how had that affected her course? Well, the title, for starters. She launched it first as "The Culture Creator's Method," but that wasn't something she'd felt particularly connected to. It just sounded really cool. Since Carli didn't feel as connected to it, it just wouldn't carry through as powerfully as she'd need it to, which would affect everything in the cohesion of her marketing and sales and it wouldn't be sustainable. The lack of cohesion would affect the imagery, the copy, the design. Plus, actual content in the program was brilliant, but the lessons were long and not all of the students were finishing the program and getting the results that were possible. She needed a way to simplify all of this.
Drawing on inspiration from her Heart Story, Carli was able to use metaphors, symbols, and imagery that would simplify how she taught brand strategy in her course. She renamed the course the Brand Mapping Method, because that is essentially her approach: figure out the landscape of the clients' world, differentiate them from everyone else, and help them claim their space in their niche with all of the awesome Brand Strategy. One of the ways she carried this metaphor through is something she teaches called the "Brand Strategy Document." This document has all kinds of really fundamental Brand Strategy ideas, information, research, and more to presented to the client. But the name of "Brand Strategy Document" felt so nebulous, and something that designers might see and think, "I could put a few ideas on a doc and label it Brand Strategy Document too! Good idea." So she renamed it the "Brand Carry-All" to more easily help the designers understand what they are giving their clients, which is basically a map, compass, and tools to navigate their industry. It didn't just simplify the idea, it made the concept so attractive and valuable to potential students.
transformation: Carli's Product description
AFTER ONLINE PERSONA CREATION: Carli's descriptions are clear, powerful, enticing, and use the navigational metaphor to help people understand the tangible value of the intangible strategies she's teaching.
BEFORE ONLINE PERSONA CREATION: The descriptions of the Brand Mapping Method were pretty generic. It was difficult for students to compare BMM with other courses they might be considering, and to really get a feel for the value of the different elements of the product.
Carli coming to accept her insecurities had repercussions on her copy too. Instead of feeling like she needed to sound like other designers or course creators, Carli leaned into her own unique voice, like using fishing metaphors, an abundance of capitalizations, and letting silliness instead of "professionalism" be part of the relationship.
In getting comfortable with her own voice AND having a simpler, more powerful way to talk about her program, she was able to hire a copywriter who could powerfully communicate simply and clearly what the program was all about in Carli's unique voice.
As Carli started to understand that she could be herself and succeed in her business, she realized that there were adjustments she wanted to make to her aesthetic and her brand, so she began dreaming of ways to be louder, more imperfect, more powerful, and more her.
transformation: Carli's email copy
AFTER ONLINE PERSONA CREATION: Carli's first email ever that was written with the permission to completely use her own voice. It's less formal. More swear word replacements. Teasing. Lots of exclamation points. This was a turning point for Carli seeing how she could talk about the serious stuff she needed to talk about with her students AND sound like herself.
BEFORE ONLINE PERSONA CREATION: Carli's email copy sounds a little like a 5 paragraph essay she might've been asked to write at some point. You can tell she feels like there's a style she's supposed to emulate.
transformation: Carli's brand inspiration boards
AFTER ONLINE PERSONA CREATION: Carli realized that she wanted to break rules. That the beautiful organic look she liked made her feel like she had to be perfect, quiet, and faux-introverted. She wanted to be loud, a little rebellious, and fun. These were inspirational images she pulled to start creating that aesthetic.
BEFORE ONLINE PERSONA CREATION: Carli was inspired by the successful designers that had taken minimalism to beautiful heights. She liked the organic aesthetic of it.
Carli relaunched the program and brought in another $20k, but this time she could feel in her bones that this thing would be able to scale. Later on, with this same funnel, she'd be bringing in $20k per month consistently, and have a $100k launch. Read the next chapter to see how she got there...
"I genuinely feel so lucky to not only be doing what I’m doing because I love it so much and I love the people I’m working with, but because I’m making good money that allows me to have financial freedom. The more I leaned into things that didn’t make sense--the more I leaned into my weaknesses, things that didn’t make sense in my industry, the things that should’ve worked against me, the more success I’ve had."
Online persona creation for Creative Entrepreneurs
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read more of carli's fascinating journey
faq
Come on, now. Do we really need to answer this question? She is her and you are you and there is no possible way to repeat exact successes without doing severe damage to you and your creative calling. You are not meant to do what she's done. Not because of any silly idea about who is more talented or inherently more valuable, but because you are unique, and so is your destiny. So we won't be cookie-cutter-ing you. If you feel a desire to accomplish similar things, that's great. Take that as a sign that you desire to do something as big and grand as this wonderful person, not that you want to do exactly what she's done.
The current marketing ways teach us that if we buy the exact things we will get exact results. This leads to pain. Instead, pay attention to how you feel. How you feel inspired as you realize that success is possible. And this is what it's looked like for her. But yours? Oh, my dear. It's going to be so much more beautiful than what you're even imagining now. Promise.
Absolutely.
If you choose the yearly membership, TAW alum receive $1000 off the first year.
If you choose the monthly membership, TAW alum receive $100 off per month for the first year.
We are committed to fighting racism, homophobia, patriarchy, colonization, and all other forms of oppression that keep people from creating the things they are meant to create. This status quo is unacceptable and we are committed to cultivating a new way of doing things to create a new world.
You can read our anti-racism letter here.
We are actively working to root out racism, homophobia, patriarch, and colonization from our programs and business. We recognize that this is an ongoing process. We welcome your feedback and perspective as we continue to cultivate an inclusive community that can serve as a safe place for all who feel a desire to create.
We also have half-tuition scholarships for BIPOC creators. There is no application or hoops to jump through. Please simply email support@emmanatter.com to claim your scholarship.
Absolutely.
If you haven't finished TAW, you'll have support around you to navigate the trickier parts and have friends cheering you on throughout the whole process.
If you've finished TAW, you'll be able to jump straight into the curriculum, "The Creator's Pilgrimage" after completing an OLD about your accomplishments in TAW.
I find that for many TAWers, after some initial success, they often feel like...what's next? How do I navigate what I'm wanting to create next?
For years, I tried to find a step-by-step solution for this, and I've finally found the answer I was looking for in The Order and The Creator's Pilgrimage. It's not about the next traffic strategy or the next hire. Although those are, of course, important as well.
But jumping straight into scaling after initial success isn't what we need.
A reevaluation of what you want for yourself, your business your life...a reexamination of how you even feel about business, of deconstructing and reconstructing it the way that feels good for you...
So that you can head into questions about scaling what you've created without triggers about the value of your creation, calling it a product, selling, marketing, advertising...you can feel at peace about any of this stuff. That's what's next.
Definitely not.
While artists often come to me, it's not because of the medium with which we create.
It's about how we FEEL about what we create.
If you feel called to do what you're doing, this is the place for you. If it feels beautiful, creative, meaningful (or you would like it to), this is the place for you.
It just happens that usually artists are the ones who own up to feeling this way...or maybe artists have kind of monopolized feeling called to do certain things. But if you feel called to science, to fitness, to social work, to travel, to coaching, to sports, to decorating, to botany, to photography...this is for you.
Per my own experiences and my Sacred Stories, I'll often be using analogies and metaphors on the artistic side of life. If you enjoy reading, school, magic, gardening, family, movies, plays, music...you'll likely connect more to the material. But you do not need to be a painter, photographer, musician, or designer to be here. We love variety.
In short, yes. But not because you're an artist. But because of how you feel about what you create.
We are nurturing and cultivating a community full of the next Mindy Kalings, Brené Browns, Annie Leibovitzs. We are the Inklings (the writers group at Oxford where CS Lewis, JRR Tolkien, and others met together weekly) of right now.
If I can be so bold, this is where you're meant to be. End of story.
Yes. As long as you love making sandwiches.
Yes. As long as you love science.
Short answer: yes. Please email.
Longer answer: If you're wanting to, for example, skip The Aesthetic Way and go straight into The Creator's Pilgrimage, we'll have to see if your "credits transfer" (i.e. if you've had the prerequisite experiences required for The Creator's Pilgrimage), plus an accelerated study of foundational Order techniques such as the Heart Story to get you up to speed on what's completely unique here.
If you're ready to make this happen, absolutely.
You'll begin with The Aesthetic Way, receiving support from the community aspects of The Order as you get your business up and running in the heart-led way you desire.
I understand. Money is stressful. Spending money is stressful. Investing in your business is stressful.
I'm going to talk about resources available to you as well as some thoughts I have about investing in your business.
RESOURCES:
- 5kTurnaround. The 5k Turnaround weekly coaching call is going to be specifically focused on paying off your yearly tuition. If you're showing up to these calls weekly and doing the assignments, you're going to find an aligned, easy way to make your money back far more quickly than you would expect. That's just what happens when we start to focus on something. You'll have resources, exercises, and ideas every single week to help you make that money. How long will it take? For some people, it'll take a week. Seriously. For others, it might take the whole year. The timing depends on your path, what you want, what you're ready for, what you'll allow into your life.
- Everything else. Literally everything in The Order is built to help you make money doing what you want to do. Half of the tactics in TAW are focused on quick returns, while the other half are investing in bigger returns later. Trust me, if you want to make that money back and you show up consistently and take action, it's going to happen. And even better, it's going to happen the way you want it to happen.
MY THOUGHTS ON INVESTING:
BRICK AND MORTAR COMPARISON: A few years ago, I talked to this awesome old couple about how they'd bought land in Southern California to build a swim and tennis club. Decades ago. Long before the housing market there went insane. They had to find investors, people they could borrow money from, SO many things so they could build out a brick and mortar business. It paid off many times over. It's a multi-million dollar business. But for that first decade or so? It was a lot of money without a clear return.
Starting your business on the internet means you don't need to pay for a store front. You don't need to pay for a bunch of stuff that that swim and tennis club owner had to pay for. You can start with very little overhead. Like, the most expensive thing might be this program. You don't have to buy land, pay rent, or own a factory. You can get started now. You can start making a profit very soon. (My husband quit his part-time job seven months after I started bringing in money.) But you don't need to feel rushed either. This is your life, not just a quick way to make money. How do you want to do it? How do you want it to feel? For real? Let's do it like that.
MBA COMPARISON: Another option you might have considered is to go get an MBA. That could be awesome. But MBA's often cost somewhere between $100k-$200k. And most graduates haven't even started their businesses yet.
Instead, we can get in the weeds and start making things happen NOW. You can do it. You can make money back quickly. You're perfectly capable of that.
Also, the pricepoint is what it is because I want to attract people who are serious about making their dreams happen, not JUST people who are looking for new friends and interesting things to listen to (although you will get that too).
That being said, if the timing isn't right right now, it's okay. I'm not going to twist your arm to get you to join now. I trust that you'll know when the timing is right. Put your desire out into the universe to be part of this program, and look for ways to make it happen. I bet you have the resources to make it happen sooner than you would've expected.
That being said, whenever you are ready to join, whether that's now or later, it's going to be a little scary! You're going to feel a little nervous. Keep breathing, because what's actually happening is that you're EXCITED. And so am I. I can't wait to meet you.
Yes. We have half-tuition scholarships available for BIPOC creatives. Simply email support@emmanatter.com to claim yours.
No, we don't. But if The Order isn't supporting you the way you need to be supported, you can cancel your subscription.
We do require a six month commitment to start. Think of it as though you're signing up for one (very cheap comparitively) semester of school.
You're signing up for the kind of success that takes love, time, nurturing to see the achievements. Give yourself over to the process for six months. See what happens. Then, if it's not supporting you the way you need, reach out and we can cancel no questions asked.
When you sign up for The Order, you are agreeing to commit for six months. This is because it takes some time to acclimate to this new way of doing business and pursuing your dreams. If you've been doing this for six months, you'll have seen the tangible results of this process.
After your initial 6 month commitment, you will automatically stay enrolled unless you let us know that you'd like to cancel your membership.
Once you've had access to TAW for six months, you will have life-time access to TAW.
Once you've had access to TCP for six months, you will have life-time access to TCP.
Once you've had access to TSC for six months, you will have life-time access to TSC.
This is great and I'm so glad you're prioritizing major life events.
Having people who get you and that you can connect with while you're going through this might be just the thing that you need. It could be the perfect time to start The Order.
Alternately, you might want to dig in right before this major life things happen, and then let it stew. Reach out and tell us about your situation. We have some flexibility about membership for maternity leave, etc. We'd love to see how we can support you during this time.
Founder of the EN School of Creative Entrepreneurship
I've been working with creative entrepreneurs for four years, helping thousands of people get clarity on their purpose by finding their Heart Story, and helping hundreds of creatives launch their businesses with my unique, creative processes. It's still unbelievable to me sometimes that using these methods has helped people to do things like make hundreds of thousands of dollars, buy their home, become the breadwinners for their families, tell their story in their own voice, sell out painting collections, and so much more.
I started my business in a small New York City apartment after my husband and I were both unemployed. I took some Home Depot supplies and opened a photography styling shop online. That morphed into consulting and coaching, and I've been obsessed with the intersection of creativity and entrepreneurship ever since.
I created The EN School of Creative Entrepreneurship because I believe that you have something deep within you that you are meant to create. And yet, most of the help out there is either creativity focused and shirks business, or business focused and doesn't understand the creative heart. And you're left to do most of the translating between the two worlds alone.
Without the marriage of these two things, and without people around me to support me, my business progress failed over and over again. But once I figured out how to align creativity and business, and fostered relationships with kindred spirits, everything changed.
I am living a creative life, I am the breadwinner for my family, and I am so excited for what I am building. I feel deeply that I am creating what I'm meant to create, which is the short answer for why I created this school. She wanted to be created, and she chose me.
In The EN School of Creative Entrepreneurship, I am not playing the mentor-who-knows-everything. Instead, I see myself as the gardener who nurtures the soil, turns on the sprinklers, checks on the plants, talks to them, closes the gates, prunes the fruit trees, researches and intuits obsessively about how to bring more abundance and joy into the garden, and shares her experience when it's relevant. I show up here for you because I believe in what you are creating.
I can't wait to support you in your dreams.
Who's Emma Natter?
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