Helping an ex-criminal real estate mogul/tax preparation expert turn her story into a client-generating machine
01 — Project details
I wrote an ebook for Annetta Powell called $100k in 90 Days
Annetta Powell's life story is a compelling read. You can learn more about her time spent in prison and the direction she took her business when she was released by visiting her site (link at the bottom of the page). On with the case study!
Annetta Powell is a self-made millionaire with a massive real estate portfolio and an even bigger vision. Now, while I have ample experience working with mortgage officers, real estate investors, and real estate hedge funds, Annetta was more interested in working with a copywriter who could help her with her personal branding for her tax preparation business, and she felt I was the right man for the job.
To scale her digital presence and tax preparation business, she needed something that would stop cold traffic in its tracks. Something that would showcase her authority and build trust right from the beginning.
That “something” turned out to be a book. Specifically, she wanted a book that would serve as the entry point to her world (and her funnel). One that would show readers exactly how she made her first $100K in just 90 days, and how they could follow that same path to achieve similar results.
02 — Creative process
Brand positioning in long-form
"Great, easy peasy," I thought. But boy was it a dozy writing a book for the great Annetta Powell! My process went as follows:
Interviewed Annetta Directly — I dug into her personal story, voice, and message to make sure the book felt like it came straight from her. No fluff. No filler. Just her voice, her strategy, and her energy.
Strategic Funnel Thinking — She wasn't interested in a "download-and-done" lead magnet. We mapped the book’s content to her funnel, using it to build trust and guide readers toward her paid offers: tax prep (naturally), in addition to mentorship and real estate training.
Market Research — I made sure the language and tone reflected how her audience actually talks, thinks, and dreams by going to where they were having real conversations (primarily Facebook and LinkedIn groups).
High-Impact Writing — The book had to do a lot. Build authority. Tell a compelling story. Break down strategy. Inspire action. And do it all without sounding like a boring brochure - and that's what Annetta got!
03 — Results
When it was all said and done, Annetta received a signature asset that established her as a go-to expert in tax preparation and wealth building.
The eBook fit perfectly into her broader funnel and positioned her as a no-nonsense coach with a real track record. It became one of the key tools her audience engaged with before buying into her world of services.
By pairing her proven results with sharp messaging and clear storytelling, we helped her audience see her not just as a successful entrepreneur with one hell of a compelling story, but as the mentor who could help them change their lives, too.
04 — Links
Annetta Powell's website:
100k in 90 Days (Book):
Note: As of the time of this writing, it's the second book on the page
https://annettapowell.com/books/