Game-changing question for small business owners who feel like banging their head against the closest wall when it's time to start writing copy for their marketing...

If there was a fool-proof way to write money-making marketing copy that attracts your ideal clients and still sounds like you...

Would you finally feel confident enough to start learning the fundamentals of copywriting?


Here’s why anything short of an enthusiastic *HELL YEAH!* is costing you time, money and brain space

(All things you should actually be using to build your dream business)

No one knows your business better than you.

So why is it when you sit down to write your website or your newsletter or even your daily social media posts…you just can’t get the words out?

You know exactly what you want to say. You can almost see it in your mind. But instead of getting it onto the screen in front of you, you write a line and then delete it.

You write another line, then delete it again. And before you know it, two hours have passed and still that blinking cursor on your empty page blinks. 

Mocking you. 

As if it knows you don’t have £3000 to shell out on a copywriter. 

But you keep going, typing through the writer’s block because you know words are the face of your business.

Truth is: it doesn’t matter how great you are or how mind-blowing your service is.

If you can’t communicate your X factor with words, your business will forever stay at the level it’s at today.

That isn’t necessarily a bad thing. Except you - you’ve got big dreams.

And to get there, you need to write yourself a website, emails and marketing materials that sell on-demand - like the sales assistant your business has always needed.

After all the blood, sweat and (literal) tears you’ve poured into building your business, isn’t it time you started getting the quality leads, high-paying clients, and consistent sales you deserve?

Imagine you could write... 

  • Copy that leads to instant results. Higher conversions and higher engagement. What’s not to love?
  • Copy that flows out of your fingers and onto the page like water out of a leaky bucket (...instead of like blood from a stone)
  • Copy that attracts your ideal clients. Turn silent lurkers into “send-over-the-invoice” leads (Every. Single. Day.) 
  • Copy that sounds like you. Inject your personality into your marketing so clients get you, and fall in love with the real you
  • Copy that actually says what you mean. Bye long-winded tangents. Hi clarity, succinctness and precision
  • Copy that builds your confidence. Have faith your marketing is working for you, even when you’re not (#holidayyy)
  • Copy that lets you raise your rates. Communicate your true value so you can finally start charging what your work is worth

I’m about to introduce you to something that’ll make all those “imagines" come true.

But first, let’s talk about -

The 3 reasons you’re struggling to write copy that converts

(...even though you’re an okay writer)

👉 REASON 1 👈

You think being good at writing means you should be a great copywriter too 

It’s mind-blowing to you that copywriting is SO freakin hard. You should be able to do this, right? Why can't you do it?!?!

Thing is: copywriting is unlike anything you’ve ever done before. It’s not the same as academic writing, creative writing or even blogging.

Copywriting is a mixture of research, sales, marketing, psychology and persuasion. And when you don’t have any training… it is hard.

Someone to guide you through the foundational principles of copywriting, so you can turn your natural writing skills into copywriting skills that sell your service and put money in the bank.

👉 REASON 2 👈

You have no idea what goes into good OR bad copy

You see great copy everywhere - on billboards, in emails, even on your competitors’ websites (we hate to admit it).

But you don’t know what makes it so good. Instead, you find yourself scratching your head, wondering why it made you pull out your wallet so fast.

And the same goes for terrible copy. When you read it, you know it’s bad. But you can’t say why it’s bad.

An expert copywriter to walk you through practical examples of copy that converts and copy that falls flat. So you can get a real understanding of what to do and what NOT to do when you’re writing copy for your own business.


You don’t know the industry secrets that guarantee great copy (every time)

At this point, copywriting seems like a superpower. And you think copywriters like me must have that writing X Factor that you don’t… 


Wrong. Oh so wrong.

See, we’ve been keeping a secret from you.

Every copywriter in the world uses cheat sheet formulas and tricks that help them beat the blank page. 

The truth is: copywriting is a skill…and lucky for you, skills can be learned.

A copywriter who’s willing to share these industry secrets so you can finally get a slice of this big, juicy pie.

“Before I joined Be Your Own Copywriter, I knew I could write. I'd even completed a professional course and had comms jobs. But I wanted to hone in on copywriting specifically and I wanted to get better – quickly and more strategically."

"I wanted to learn about the psychology of copywriting so I could help audiences be heard and get my clients thinking I'm a word witch. I wanted to start freelancing full-time and needed to know I was fully equipped to offer my services with complete confidence.

Now that I’ve finished Be Your Own Copywriter, I'm more strategic. I knew of only *some* copywriting formulas (I know a ton more now) and voice of customer research was not part of my process and wasn't even taught to me in University! Adding this step has shifted how I approach my copywriting process and means I'm more aligned to serving my client's target audience. I could implement it right away and that's a really great return-on-investment.

Be Your Own Copywriter provided me with a solid foundation and structure with which to approach copywriting and I was lacking that before. I feel more confident in my skills as a copywriter. I know I have an arsenal of tools to lean back on that I can go to again and again.

The course has demystified the copywriting process for me. Don't get me wrong, it's still an art but there is plenty of science in there so that copywriting doesn't have to seem like magic. I also love that the course isn’t drip-fed and that it came with lifetime access baked in.

As with most big commitments in life, the financial investment can be scary but the lifetime access puts the scaries to rest.

Eman is an expert in her field, so I had no doubt in the course itself. Her clients and colleagues have only the best things to say about her and I personally felt our business values aligned. Learning from someone I trust and believe in is a big thing for me and Eman didn't disappoint.”

- Sacha Pinto, Copywriter at Copylingual

Copywriting CAN be a Painless Process

If you’ve made it this far, you already know copywriting is the most important part of your marketing efforts. You can’t afford to keep getting this wrong.

There’s no point blowing your savings on a web designer if your copy couldn’t sell water in a desert - right?

You always thought you had just three options:

  • Hire a £100 copywriter off Fiverr (we all know how that turns out)
  • Invest over £3000 for a knows-her-sh!% copywriter (and wipe out your savings at the same time)
  • Write your own - admittedly mediocre - copy because having something on your website is better than having nothing (...ummm that's not always the case).

Today, I’m giving you a fourth option and I'm gonna tell you something no one ever has...

Copywriting can be a painless process…IF you invest in yourself and learn the fundamentals, repeatable techniques, and cheat sheet tools that guarantee sales success.

But before I tell you any more about this fourth option, it’s time to officially meet me ;)

Hey there business owner 👋🏽

I'm Eman Ismail - Conversion copywriter ✍️ pizza-lover 🍕 certified Ravenclaw 🤓 and the founder of InkHouse

I spend my days writing copy that turns words into revenue-making magic for online business owners and ecommerce brands.

Two years into my career, I've had the honour of working with HUGE names and brands like Joanna Wiebe (Copyhackers), Belinda Weaver (Hot Copy Podcast), Interact, and Emily Thompson (Being Boss)... well as working and collaborating with organisations like The University of London, Lloyds Business Bank, National Zakat Foundation, Penny Appeal and many (many) more.

Wanna know how?

Cause I know how to write copy that converts.

My sales page copy sells out courses and masterminds, my landing page copy converts at 66%, and my emails get 79% open rates and 30% click rates.

I've spent thousands of pounds and hundreds of hours training under the best in my industry to get to this point. But I don't want you to have to do the same.

That's why I've put together the most important copywriting lessons, repeatable techniques and formulas into an affordable online course that teaches you the fundamentals of copywriting in small, easy-to-digest 10-20-minute (ish) lessons.

If you’ll let me, here’s where I plan on taking on you…


Be Your Own Copywriter

The online copywriting course that teaches you how to write copy that sells
so you can win more clients and make more money

(...without spending thousands on hiring a pro)

🙅🏽‍♀️ No more agonising over whether to fork out a small fortune and just hire a damn professional.

🙅🏽‍♀️ No more stressing over whether your copy will convert or if it’s good enough to publish. 

🙅🏽‍♀️ No more wondering if your message will resonate with your audience, or if they’ll just be as confused as you are. 

Learn at your own pace, in your own time, in the comfort of your own home

Be Your Own Copywriter is a self-paced online course that works around you, your life and your commitments. So you can work on your copywriting skills without feeling overwhelmed or under pressure.

Once you’ve learned the tools, techniques and formulas you need to master the art and science of copywriting, you’ll...

  • Save yourself thousands of pounds on hiring a professional copywriter. Instead, you can spend that money on the holiday, MacBook or business-changing software you’ve been dreaming about for the past year.
  • Be the proud owner of a website that brings in clients you actually want to work with... without you having to deal with tyre-kickers who can't afford you and who don't value your skills.
  • Finally be able to communicate who you are, what you do and why you do it in a way that highlights your particular brand of Awesome, so you can get the sales you deserve.

“I saw instant results. Thanks to the skills I gained in this course, I raised $11,200 after sending just one email." 💸

"I was working for a charity in a grant writing and communications role when I came across the Be Your Own Copywriter course. I was looking to improve my writing skills to support fundraising campaigns, but wasn’t sure if the course was suitable. Via email, Eman confirmed that I would find the course helpful. Having lifetime access to the course including all updates gave me the reassurance I needed and I signed up. 

I liked how the content was made simple and clear. The easy to follow modules, the examples that Eman thoroughly explains, the downloadable resources and the links to external resources really help to solidify the learnings.

The course also inspired me to go freelance, so I recently left my job to build my own copywriting business.”

- Larissa Dulat, Copywriter

"I’d spent weeks, if not months, trying to write copy for my website. Then I did Eman’s course and I just sat down and wrote it. I hammered out the words that I wanted to say. It was absolutely worth every penny just to break me out of “I don’t know what to write...I don’t know how to say this.”

- Lisa Clennell, Marketing Consultant

“Be Your Own Copywriter is one of the best courses I’ve ever taken – and I’ve taken Marie Forelo’s B-School.”

- Sarah Gulfraz, Ecommerce Business Owner at Peacock Supplies

“The course made my writing more intentional. I didn’t know what I didn’t know. Doing it gave me so much more confidence. It gave me the confidence to charge more because I knew I’d gained skills that not a lot of people have.”

- Emma Beard, Freelance Copywriter

Become the Copywriter Your Business Needs

When you join Be Your Own Copywriter, you'll get...

27 mind-blowing video lessons

These tried-and-tested tips, tools and techniques will teach you how to sell your services with confidence.

21 on-the-go audio lessons

Prefer to listen to your lessons? Learn on the go at the gym, on your commute or on the school-run.

21 easy-to-follow PDF lessons 

Download all the slides so you can spend more time implementing, less time note-taking.

Exercises & worksheets

Tighten up your new-found knowledge with worksheets and exercises that'll help you write your pitch perfect copy.

Cheat-sheet templates

Beat the blank page with cheat-sheet templates that give you the confidence to go it alone.

Bonus resources 

Every lesson comes with bonus resources so you can dive deeper into the techniques and principles that get you excited.

You'll also get...

3 Accountability Check-Ins

With these three check-in emails, I'll help you stay accountable to yourself so you finish the course, and we'll celebrate your breakthroughs and wins together.

The Must-Have Copywriting Checklist

Get the copywriting process laid out from A-Z so you never miss a step again.

Mega Resource List

A list of the 34 tools, blogs, podcasts and books that’ll help take your copy to the next level.


How to get to the finish line

With the help of my mini time management training, we'll make sure you get to the end of this course.

10 mindset tips to help you master this course

Find out my 10 tips for success so you can get the most out of this course.

“I wish this course had been there when I first started out. It takes you from basic techniques through to high-level skills that I now use every day."

"When I decided to join Be Your Own Copywriter, I'd been a freelance copywriter for just a few months. I'd done lots of courses before but wanted something more in-depth. I was worried that maybe this course would be better suited to non-copywriters and that I might be going over things I'd already learned. But I joined because I knew Eman is an excellent copywriter and what's good for her is good for me, right?

My biggest win after doing the course has been getting more leads for my case study service after creating a dedicated sales page with the course's help. If you're seriously thinking about becoming a copywriter or want to sharpen your business skills, don't mess about for ages with lots of different courses (like I did!). If you value your time, just do this!”

- Katy McKay, Copywriter

“I gained so much valuable information to help me write copy for my business. I was really inspired to update my website, which I did do within a day of doing the course." 

Julie Silver, Owner at Vitality Fairy

"I now feel I have the techniques to confidently produce copy for my business' marketing materials."

Emily Ellis, Digital Marketing Exec

"The course was engaging, well-paced and inspiring. I feel armed with new tools and techniques to create copy that's targeted and effective in portraying my business and selling its products." 

Sheila C., Business owner

Wanna take a peek inside Be Your Own Copywriter?

Module 1
What is copywriting?

Before we dive into the copywriting essentials, let’s go back to basics so we can start off on the right foot.

In this module, you’ll learn:  

  • The one thing you need to know about copywriting if you want to get it right
  • The Bridge analogy (by Tom Albrighton) so you can finally get to grips with how copy works
  • The subtle but often overlooked difference between content writing and copywriting (because nope, they’re not the same thing).

Module 2
The secret to crafting copy that sells

Now you know what copy is and isn’t, let’s get straight into the secrets of successful copywriting.

In this module, you’ll learn:  

  • What you need to know about your audience before you even think about putting pen to paper. (We’re going wayyy beyond the boring stuff like age, gender and education)
  • What your clients really want from you (nope, it’s not your services), and how to give it to them
  • The most effective method of finding out what your audience needs to hear in order for them to hire you
  • The questions to ask during your customer research process so you can write copy that makes your audience say 'yes' to your offer

Module 3
Copywriting techniques to entice your audience

Now you know you’ve got to grips with the vital pre-writing stage of copywriting, it’s time to blow your mind (and your bank account) with these fool-proof copywriting techniques.

In this module, you’ll learn:  

  • How to use your audiences’ darkest fears to persuade them to hire you (in a totally non-creepy way)
  • How to see inside the mind of your audience so you can create copy that speaks to their soul
  • The unbelievably easy way to convince people to push past their doubts and hire you anyway
  • The one thing you are before you’re a business owner
  • How to coax leads, clicks and buys with killer buttons and headlines 
  • How I use copywriting techniques in my live sales pages to persuade my readers to hire and buy from me

Module 4
The principles of copywriting 

You’ve got the copywriting techniques down, now you need to know the fundamental rules of copywriting.

In this module, you’ll learn:  

  • What your audience really cares about (because they sure as hell don’t care about your offer)
  • Why being self-absorbed is losing you clients and money
  • How to make every reader feel like the only person in the world
  • The copywriting no-go’s you’re 100% guilty of committing

Module 5
Copywriting formulas that guarantee sales success

Simplify the writing process with formulas that are used by professional copywriters all over the world. 

In this module, you’ll learn:  

  • How to actually structure your paragraphs, emails, social media posts and website pages
  • The four-letter words that guarantee you sales success
  • The cheat-sheet formula used by every successful copywriter in the world
  • The trick to beating the blank page and kicking writer’s block’s butt 
  • How to use these formulas in action so you can apply them to your marketing

Module 6
The Big Task

Now you have the foundational understanding you need, it’s time to write a piece of marketing copy you can use for your own business!

In this module, you’ll get:

  • The ultimate copywriting checklist that walks you through the pre-writing and writing stages step-by-step.
  • The chance to consolidate and implement your new copywriting skills with copywriting formula templates that make it easy for you

Module 7
Edit your way to (copy) success

You might've finished writing your copy, but you're not done yet. Now it's time to learn how to edit and proofread so you can share it with the world. This is where the real magic happens.

In this module, you’ll learn:

  • How to write like Ernest Hemingway - seriously
  • How to cut the tangents and make space for copy that actually sells your services
  • How to avoid pesky typos that make you look unprofessional

118 business owners have taken Be Your Own Copywriter

100% of them recommend you take it too

You ready to finally join them and get lifetime access to this course?




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Feeling a little unsure? Sleep easy with this baby in your back pocket ⬇️

Your 14-day money-back guarantee

I’m so confident Be Your Own Copywriter works that I’m willing to literally bank on it.

If you get the course but feel like it hasn’t given you the confidence to write copy for your business...

I’ll give you a FULL refund within 14 days of your purchase.

I said it. A FULL refund. No questions. No hassle. No explanations needed.

All you have to do is email me at and we’ll hit undo on your investment.

Sound good? I know it does ;)

PS. Have you heard the word on the street about my copywriting training? 🔥

“I’d definitely recommend this course to business owners and others who want to write their own copy but need to know the principles behind good sales copy." 🤩

"I kept seeing Eman popping up in my timeline everywhere – it was clear she was making waves and really knew her stuff about copywriting. I’ve got years of writing experience behind me but most of it was editorial writing, which is a bit different. I wanted to get better at sales copywriting to give me more confidence and add another string to my bow.

I love that we can complete the course at our own pace and that there are worksheets so you can put your new knowledge to the test. In each module, Eman also lists useful resources so you can read into a particular section in more detail, which has been so helpful. I’ve got a regular client that I do copywriting for and I definitely feel that the writing I do for them is now stronger because I understand the principles I can apply to my writing to make it more persuasive and more likely to convert.

I’m using the knowledge I’ve learned to write copy for my own website too and I feel pretty confident that having an understanding of my audience (which was a concept I learned through Be Your Own Copywriter) and the copywriting principles is making my own website soooo much stronger too!”

- Amy Rutter, Copywriter

Got questions?

Here's what other business owners asked before joining Be Your Own Copywriter

Okay, I'm interested. What happens after I sign up?

As soon as your payment goes through, you'll get instant access to the ENTIRE course. That means you can start digging in right away. Or you can dig in tomorrow. Or at the weekend.

Point is: you choose. I built this course so it works around you, your life, your business and your commitments.

Is this course really worth the investment?

Let's see what comms exec Larissa says:

"Be Your Own Copywriter improved my copywriting skills. I sent out an email and made $11,000 in a few days."

And marketing consultant Lisa:

"Be Your Own Copywriter was absolutely worth every penny just to break me out of “I don’t know what to write...I don’t know how to say this.”

And copywriter Emma:

“The course made my writing more intentional. I didn’t know what I didn’t know. Doing it gave me so much more confidence. It gave me the confidence to charge more because I knew I’d gained skills that not a lot of people have.”

And videographer Kirstie:

"I can see the light at the end of the copywriting tunnel!"

Yepp. It really is worth the investment.

Can I get extra support from you if I need it?

Once you join Be Your Own Copywriter, you'll get three check-in or support emails from me within your first 6 weeks.

I'll help you stay accountable to yourself so you finish the course, and we'll celebrate your breakthroughs and wins together.

And yepp, you'll get a personal response from me :)

I'm a freelance copywriter. Is this course for me?

Yes! This is the course that'll give you the foundational copywriting skills you need to gain confidence in your abilities and charge higher prices.

A good portion of business owners who take this course are freelance copywriters.

I don't have a lot of time to give. How much time do I need to finish this course?

The lessons in this course are 10-to 20-minute easy-to-digest videos. When you factor in the 7 modules, 27 lessons, plus the worksheets, templates and The Big Task (where it's time for you to write your own copy) - you'll need around 10 hours.

Could you finish this course in one (SUPER intense) weekend? Yes.

Should you? Probably not.

This is one of those courses you'll want to let sink in, so I'd advise you to take a break after each module.

How long will I have access to the course?

You'll get lifetime access to this course. That means as long as InkHouse exists (and I intend that to be for a VERY long time), you'll have access to it.

You'll also get free access to all future upgrades. So whenever I add new lessons or modules, you'll get those too. Cool, right? :)

Is this course for product or service-based business owners?

Both! If you sell services or products, this course will teach you the foundational copywriting skills you need to write copy that converts lurkers into clients or customers.

I need a guarantee this is going to work. What can you offer?

I don't guarantee results because there are way too many variables that could affect whether or not your copy converts, including things like your offer, pricing or even design.

But what I can promise you is that everything you'll learn in this course is what I use to write...

  • Landing pages that convert at 66% (the average is around 25%)
  • Course sales pages that convert at 7% (the average is 1-3%)
  • Emails that get 79% open rates, 30% click rates and actual, honest to God replies 🔥

What if I join and then realise this isn't the right course for me?

I'm confident that won't happen. But if it does, you've got 14 days from the date of purchase to get a FULL refund.

All you have to do is email me at and we'll hit undo on your investment.

You ready?

Get lifetime access to Be Your Own Copywriter with your risk-free money-back guarantee 




Take things slow with monthly payments


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SAVE £40 when you pay upfront

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Still not sure about this? Let’s play a game 😉

I only want you to join Be Your Own Copywriter if it’s 100% right for you. 

So if you can check 3 out of the 4 boxes below, go right ahead and join the course because we're a match made in heaven.

If you can’t check at least 3 boxes, you don't gotta go home but you gotta get the hell outta here. (I promise, it’s for your own good).

Ready? Let’s do this! 

Be Your Own Copywriter is perfect for you if...

  • You’re a service or product-based business owner who gets in a tizzy when it’s time to write your marketing materials
  • You know your copy is failing you, but you don’t want to fork out for a professional copywriter right now
  • You’re a freelancer copywriter who wants to level up your technical skills so you can bring in better quality leads and clients, and raise your rates
  • You’re ready to invest in yourself, your business and your future

Did you check at least 3 boxes? Yepp? In that case, you're ready to join!

Get lifetime access to Be Your Own Copywriter with your risk-free money-back guarantee 




Take things slow with monthly payments

When you hit this button a new page opens in Thrivecart




SAVE £40 when you pay upfront

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“Joining Be Your Own Copywriter was a case of professional development for me, in addition to getting more information about certain areas I don't want to niche in but are still good to know about."

"Thanks to the course, I’m more aware of what I’m implementing as it’s a more conscious effort. Now there are a few steps I can take to approaching certain copywriting tasks, rather than going in ‘blind’ so to speak.

I’d already done a couple of relatively short online courses. They were less thorough though and I felt I didn’t retain as much as I have from Be Your Own Copywriter.

One of the things I love most about it is being able to go through the course at my own pace. Whilst initially I powered through the first few modules, as of late I've been so busy that it’s more a case of fitting it in where I can! I really appreciate being able to have the flexibility and the ability to go back as needed.

The obvious hesitation for me was simply the monetary investment. I had to consider that my professional development was integral to my freelancing. Also I wondered if it was suitable for me on the basis that I’m a freelancer and have existing knowledge, so I wasn’t sure if the course was meant for me. Looking at the module breakdown, though, I could see there was plenty that I could benefit from. And the money back guarantee was the final push I needed."

- Grace Hall, Copywriter at Crying Over Copy

“It has started me on a journey that has given me the confidence to understand that each time I write, I get better at creating copy that converts."

"When I first started my business, I focused on the images in my business and focused on hiring professional photographers. But then the marketer in me started to notice that nice images certainly drew me in but it was the words that kept me on page. I realised I needed to learn more about how to intentionally craft my words and the person I knew would help me was Eman.

I consider the money spent and the time I set aside to take Be Your Own Copywriter an investment in my business and I am so glad I did. It has started me on a journey that has given me the confidence to understand that each time I write, I get better at creating copy that converts.”

- Maeri Howard, Email marketing specialist

“I loved Be Your Own Copywriter!"

"Not only did it give my copywriting skills a huge boost, it also made me feel good! It’s such an enjoyable course. It’s well put together using a variety of delivery methods and loads of great extra reading resources. I keep revisiting the course material for tips!” 

- Laura Richmond, Copywriter