Writing books is hard. But turning writing into a full-time business? That’s a whole new level of challenge.

Valerie Francis, a professional novelist and literary editor, was trapped in a cycle that many creatives know too well- exhaustion, burnout, and the constant struggle to scale.

She loved working one-on-one with writers, but the work wasn’t sustainable. Every dollar she earned was tied to her being present, and when life threw curveballs, everything ground to a halt.

That’s when Valerie decided to change the game. In less than a year, she transformed her business, filling up her coaching calendar and selling over 500 digital courses – without losing her sanity.

How did she do it? Let’s dive into her journey and the strategies that made it possible.

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The Breaking Point: When Passion Becomes a Prison

Before Valerie built a scalable business, she was deep in the world of one-on-one consulting.

As a literary editor, she helped novelists, memoirists, and screenwriters refine their work. But there was a problem: her business model wasn’t scalable.

• Every client required hours of her time.
• She was constantly juggling multiple stories (both her own and her clients’).
• When personal emergencies came up, her income took a hit.

Sound familiar?

If you’re in a service-based business, you’ve probably felt the same pressure. You love what you do, but your time is maxed out.

Valerie knew something had to change.

The Lightbulb Moment: Making Money Without Being Present

Valerie’s solution?

A shift from only one-on-one work to a more scalable model – teaching online courses.She and her podcast co-host, Melanie Hill, decided to launch a series of digital workshops.

The plan was simple:

1. Host live, one-hour workshops with Q&A sessions.
2. Record them and turn them into evergreen products.
3. Build an engaged email list and sell to the right people.

But there was one problem – Valerie had no idea how to market and sell these courses.

She had built an email list but wasn’t sure how to turn subscribers into paying customers. That’s when she discovered a game-changing strategy: email marketing done right.

The Power of Email: Turning Subscribers into Buyers

Most entrepreneurs collect email addresses but never send emails.

Valerie was no different. She had a list of people interested in writing, but she wasn’t actively engaging with them.

That changed when she joined an email marketing program that showed her:

✔ How to write emails people actually want to read.
✔ Why storytelling (the thing she already mastered!) was the secret to email marketing.
✔ How to use strategic email campaigns to make sales without sounding pushy.

Her first win?

Within weeks of implementing the strategy, Valerie sent one email that landed her two high-ticket one-on-one clients, filling her coaching calendar for the year.

But she didn’t stop there…

Selling 500+ Courses: The Strategy That Worked

With her one-on-one work booked, Valerie focused on selling her digital workshops. She used three key strategies to make it happen:

1. Cleaning Up Her Email List

At first, Valerie had thousands of subscribers, but many weren’t engaged.

Instead of hoarding emails, she removed thousands of inactive subscribers. The result?

✅ A smaller but more engaged list.
✅ Open rates jumped to 70% (industry average is around 20-30%).
✅ Emails reached the right people—those actually interested in her offers.

2. Using Proven Email Campaigns

Valerie didn’t reinvent the wheel – she used tested email sequences that work.

She started with a simple flash sale campaign, and the results were instant.

• She quickly made sales from her digital courses.
• Her audience started seeing her as a valuable resource.
• She gained the confidence to send more emails, knowing they actually helped people.

3. Telling Stories in Her Emails

As a writer, storytelling was already Valerie’s strength.

She realised she didn’t have to “sell” in the traditional sense – she just needed to share stories.

Example:
One day at the gym, she noticed an argument breaking out. Even though she was supposed to focus on her workout, she kept getting distracted. Why? Because conflict is compelling.

She turned that moment into an email, explaining why conflict is crucial in storytelling.

The result? Writers on her list finally understood why their scenes needed tension—and they saw Valerie as the expert who could help them fix their stories.

Little stories like this made her emails fun to read while building trust with her audience.

What Happens When You Take Action

In just 10 months, Valerie went from:

❌ Struggling to sell her services → ✅ Booking out her one-on-one coaching.
❌ An email list that wasn’t making money → ✅ 500+ course sales.
❌ Feeling overwhelmed by marketing → ✅ A repeatable system she can use again and again.

But the real win? Freedom.

She no longer feels trapped in a business that requires her constant presence. She can step away when life happens – without her income disappearing overnight.

Valerie’s Advice to Anyone Wanting More Sales

If you’re an author, coach, or service provider trying to build a sustainable business, here’s Valerie’s advice:

1. Take Imperfect Action

You don’t need a perfect plan. You just need to start. Valerie focused on one thing at a time – sending her first email, running her first campaign, selling her first course. Overthinking kills momentum.

2. Email Your List Consistently

If you’re not emailing your list, they’re forgetting about you. Valerie’s biggest regret? Letting her email list sit dormant for too long. Now, she’s focused on consistent communication (and sales naturally follow).

3. Learn From Someone Who’s Done It

Valerie didn’t figure this out alone. She found people who had already built successful email-driven businesses and followed their strategies. If you’re stuck, don’t waste 10 years trying to figure it out—find a mentor who can guide you.

What’s Next for Valerie?

With her first six workshops completed, Valerie is now expanding her digital offerings. She’s creating:

➡ A Foundations Course for beginner writers.
➡ A Multi-Module Course for advanced storytelling.

Her goal? To keep growing her business while spending more time doing what she loves—writing.

If you want to learn more from Valerie, check out her podcast, Story Nerd, where she breaks down the secrets of great storytelling.

And if you’re ready to master your own writing, visit ValerieFrancis.ca.

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