Will Law

Hi, I’m Will

I’m a full-stack Ghostwriter for Mental Health Speakers based in south-west London. 8 years as a Marketing Consultant. 18+ years in Web Development. I also love brewing specialty coffee at home — fuelling my work. Find me on X, LinkedIn, or Instagram

The 3 Levels of Audiences

Move your mental health audience down this funnel.

1. Rented Audience

Generate wide attention using social media and search traffic to your website.

2. Owned Audience

Create a direct relationship with your customer through an email list.

3. Monetised Audience

Turn your rented and owned audiences into paying customers through:

Which means…
Building any sort of digital business is very simple.

Here is your 3 step strategy:


  1. Attention: Create engaging (and shareable) educational content on social platforms (your rented audience)
  2. Retention: Capture a percentage of rented readers to your email platform (your owned audience)
  3. Ascension: Convert a percentage of those owned email subscribers to paying clients (your monetised audience)

Lots of attention, capture emails, convert to paid services.

That’s the game.

✉️ Why does email matter?

If you have a huge social audience or a high-traffic website: You are leaving so much money on the table if you’re not capturing emails.

Social media is great for getting attention. But your email list is where people spend their money.

(And most Paid Ad campaigns rarely see a return on investment. It’s a brutally expensive learning experience to get that right.)

For sales, email kicks socials butt every day of the week.

And that’s what I do!

I help mental health speakers convert attention ➔ into bookings for their events and courses through:

Which grows your owned email list.

Let’s talk or email will@clarity.work (or keep scrolling to learn more)

The 3 biggest mistakes most people make when building an email list

I get it — you have to start somewhere. You need to capture email addresses on your social media and website. Those are the basics. But here are some of the most obvious mistakes most people are making.


Mistake 1: “Join My Newsletter”

For the love of all that’s holy, don’t say:

That’s like saying, “Hey, mind if bother you?”

No one wants that.

You’ll end up with a very small audience.

If you’re not effectively capturing email addresses, you’re still missing the opportunity to move from attention ➔ to retention.


Mistake 2: You Offer A Discount

Why would you start with a discount?

Don’t you want to see if a customer wants to buy at full price first? Discounts are better used later in the sales cycle — not in the first 5 seconds of landing on your website.

When you offer a discount right away, you signal two things:

How many times have you instantly unsubscribed once you got your 10% off coupon? For me: EVERY. SINGLE. TIME. Because…

I have no interest in more digital noise. I don’t want a salesy email pinging my inbox for things I have no interest in. There is no “relationship” here. There is no ongoing benefit to stay subscribed. So I’m out.

Discount codes are a terrible opt-in incentive for building a vaulable email list. They just lower your value.


Mistake 3: Using Typical ‘Lead Magnets’

If you’re anything like me, those checklists, sample chapters, 20-page PDFs are collecting “digital dust” in my downloads folder.

These are lead magnets. You give an email address. You get a PDF or quiz result. (In exchange for your email.)

The problem is:

So, great, you got their email! But aren’t you trying to build an email relationship with them? Tell me how valuable they are if they…

There is no sustained interest.

The Big Question:
What do you need to do to create an engaged and growing email list?

An email list where your audience:

Educate around a valuable problem.

Read this slowly…

Free education around a problem your audience experiences is your marketing superpower.

Example 1:

Example 2:

Example 3:

Everyone is attracted to learning. It invites curiosity and there’s an obvious benefit to signing up.

Your audience need to experience a connection to a problem you can educate them on.

What do you think you’re reading right now? I set up a problem. Now I’m educating you on the answer.

I offered something of value.

By doing so, I (hopefully) increased my value to you.

If I’ve been successful, I have:

  1. Framed the problem
    And made you aware how valuable solving that problem is.
  2. Made you feel the problem:
    I did this by helping you understand all the big mistakes at hand and why people are wasting time and money on things that don’t work.
  3. Been immensely helpful:
    I gave away enough practical knowledge to help you understand the solution.

And I set this up so you would have the question: “If he just gave that away for FREE, what happens if I work with him?”

Which is the last part:

  1. Positioning: I have soft-selled myself as an expert on building an email lists for mental health speakers. I haven’t hard pitched you on anything. I just showed you:
      • The problems are valuable
      • I know a thing or two on how to solve them

Which is the point in your email marketing where you would say:

“Hey, I’m really good at helping you avoid those problems and get this result. Would you like to check out my course or paid event?”

And I say, “Where do I sign?”

So, here’s how I help…

Educational Email Courses (EECs)

I ghostwrite a 5-day Educational Email Courses for mental health speakers.

EECs not only grow your email list (moving your rented audience to your owned audience), they are automatic marketing machines that sell your services, courses, and events for you.


What is an EEC?

A 5-day email sequence (1 email a day for 5 days) that solves a valuable problem for your audience, moving them from Point A Point B.

It’s packaged up in a way that creates incredible value for your audience. Sure, they could just be 5 blog posts. But when you package it up as an email course, give it a through-line, and get clear on the overall outcome: it becomes an entirely different animal.

After you have kept your promise (and trained your audience to open your emails), you can then hard pitch your services in a second email sequence. You’ve already demonstrated value and trust for free. You simply offer them the next step to get the results they want.

Book a 1:1 Consultation or email will@clarity.work

Can you give an example?

Here’s mine: mentalbootcamp.co.uk

It’s called ‘Work From Home Mental Bootcamp’. It’s for people who Work From Home.

The tagline is: Mental Fitness In 5 Days. My promise is: Overcome The 5 Biggest Mistakes People Who Work From Home Make With Their Mental Health.

Here’s the outline:

  1. Mistake: You Let Your Phone Exploit Your Attention
  2. Mistake: You Trust Profit-Driven Businesses To Care About Your Wellbeing
  3. Mistake: You Start The Day In A Fog
  4. Mistake: You Don’t Listen To Yourself
  5. Mistake: You Put Others Before Your Needs

Why do EECs work?

And if we did it right, your audience is primed for the next logical step: Doing business together. It’s a high-conversion tool to nurture your audience towards your paid services.

And the best part?

You write it once, it runs forever.

A Quality Landing Page

This is the page where people sign up for your email course.

You can get your opt-in rate as high as 50%+ if you drive people to a single landing page like mine.

After the course concludes…

After you have successfully delivered your promise you move the subscriber onto a FOMO email sequence (yes, Fear Of Missing Out).

You hard pitch them your paid services:

The audience are primed to buy during that sequence. If not — they go on to your newsletter and you go back to offering them free value (with a little soft-selling of your services).

Let’s dig in a little:

You are the expert

My expertise is packaging up your expertise and formatting it for email courses.Capturing your ideas, synthesising it into content, and representing your voice is my entire job.

An EEC gives you back hours of time

You need 7 hours to build trust (Daniel Priestly, author of Key Person Of Influence). That’s a lot of social media posts. And there's no guarantee that your posts will reach the same person repeatedly.

Each email is 800 to 1200 word emails, delivered right in their inbox on consecutive days. It’s often actionable, so your audience take time to carefully read in order to take action.

Your EEC works for you on autopilot

You build it once and it converts forever. It’s a little sales machine that runs automatically in the background, nurturing and developing your audience.

EECs cover the 3 conditions people need to buy.
  1. Logic (does this make sense?)
  2. Likeability (do I know and like you?)
  3. Urgency (created in your FOMO sequence)

Why not start with a newsletter?

I have a recommendation of what you should build BEFORE you launch a newsletter—so that you can start capturing emails on autopilot, without having to worry about writing content consistently.

(Writing a weekly, bi-weekly, or monthly newsletter is a waste of your time if you don't have an effective way of getting people onto your list.)

Start with an Educational Email Course.

Book a 1:1 or email will@clarity.work

Let’s talk

or email will@clarity.work