Helping produce a best-selling book, writing 75,000 words on a new SEO-guided content section for a website with millions of monthly page views, and integrating key areas of the business.
Project URL
The Situation
Ophira and Tali Edut, popularly known as The AstroTwins, are astrologers and authors who have written several books and serve as featured columnists for publications like Elle and MindBodyGreen.
Their brand, Astrostyle, has more than 120,000 followers on Instagram, and tens of thousands more on other platforms, in addition to a similarly popular email newsletter and a website that welcomes millions of visitors on a monthly basis.
Like many businesses that are driven in large part by the personality and character of the founders, Astrostyle was in the process of balancing the growth of the team while keeping the core identity and offerings intact, when I came aboard in spring 2021.
The Work
As with my entrance to my work with Lana Shlafer (who introduced me to the AstroTwins, after I worked on a podcast episode that Lana did with Ophira), I started working on one small project, and then my responsibilities began to expand.
Digging into the systems and operations
I initially came in to work with Kartra, the all-in-one email solution that I had worked on within Lana’s business, but Astrostyle soon transitioned to using a self-hosted WordPress platform built on BuddyBoss, Wishlist Member, and other software.
Because of my familiarity with both WordPress and Kartra, I was able to help facilitate the transition of the extensive Astrostyle course library to the new platform, which was positioned as the one-stop-shop for Astrostyle customers.
At the same time, in the summer of 2021, Astrostyle was stepping into another affiliate launch of Mario Forleo’s popular B-School program.
Thanks in part to my recent experience working on a launch with another new member of the Astrostyle team, I could step in and help with operations on our launch webinars and sales systems, as well as offering strategic perspective on the marketing, even though I was new to the business.
Astrostyle ended up having a successful affiliate launch, finishing as one of the leading revenue generators for the program.
Making the social media sing
Although Astrostyle had a six-figure follower presence on social media, with Instagram being the primary platform, it was in the process of finding its voice as it balanced growth and following the always-changing social media algorithm currents.
Near the end of 2021, my focus shifted to the social media side of things, including developing new content, researching strategies, and taking ownership of much of the social media engagement. The first two Instagram posts I worked on, at the end of the year, garnered more than 15,000 Likes, the most popular the brand had seen in a while.
Throughout 20222 and into 2023, as the social media work became more decentralized among different team members, we worked together to grow the Instagram following above 122,000 and started emerging on TikTok for the first time.
On top of that, our voice and brand style achieved a greater level of alignment, positioning us for more connections and opportunities.
Producing a best-selling book
For much of 2022, I worked closely with Tali and Ophira on the development and writing of their new astrology for relationships book, which was eventually titled Supercouple.
It was a beautiful unfolding process of discovering what the book was meant to be, as we incorporated past work while honoring the direction the book was meant to go.
We ended up with a book we’re proud of, that introduces readers to the concept of the composite chart (which we called the Supercouple chart) to help them understand how their relational needs, how they show up in a particular relationship, and offer suggestions for how to navigate communication and misalignments within relationships.
I’m listed as an editor on the book, which hit the Amazon best-seller list in several key categories in February 2023.
Writing a massive new content section
Our search engine traffic research had revealed that adding a section on tarot cards to the website could be a massive boon for ad revenue.
However, it was to be a large undertaking, and our team didn’t have a ton of tarot expertise.
I took on the responsibility of diving deep into studying tarot and writing new website pages on each of the 78 tarot cards, in addition to supporting content.
The total word count on my draft came to approximately 75,000 words over the course of about five weeks. (That’s book length. And I felt all those words! 😅)
Thanks to the hard work of numerous team members on the editing, design, and implementation we’re been able to release this huge new section on Astrostyle.com.
Supercharging customer service
In early 2023, I began working on the customer service side of the business, echoing how I had done the same with other clients in the past.
I’ve always found it helpful to be step into customer relations because understanding their needs, where they get stuck, and how they express themselves is crucial for marketing and strategy within the rest of the business.
I see these areas as coupled, even though many businesses don’t treat them that way. When you’re attuned to your customers, you can serve them better while learning how to bring in more people with similar situations and needs.
I’ve been working on improving the systems around communication and migrating us to a new help desk platform.
More strategy and writing
I’ve been stepping into more responsibility with copywriting and strategy of late, with much of the work early in the year centered around the new year-long Launchpad cosmic coaching program.
Playing a role as an integrator, I’ve contributed on the strategy surrounding the launch, in addition to getting into the weeds of writing email copy, developing the program curriculum, and facilitating customer service.
In late January and early February, I spent a week and a half in New York, working in person with the AstroTwins and other team members on the launch, which including a live event at Luminary, a co-working and networking space for women in the city.
That event came together as a wonderful success, and we’ve welcomed a sizable crew of participants into our Launchpad program for 2023.
The Results
It’s exciting to reflect on what we’ve been able to do in a short time together.
- Publishing Supercouple, a best-selling book on astrology for relationships
- Releasing a new nearly-100,000 word SEO-informed section on tarot cards for the website
- Growing the Instagram following to more than 122,000 followers and developing a TikTok presence, while continuing to hone our voice and style
- Multiple successful program launches, including for affiliates and ourselves
I feel thrilled to be working with working with Ophira, Tali, and the rest of the team.
There’s a beautiful sense of connection and purpose in the work we’re doing together.
I couldn’t be more grateful to be here, and I’m excited about what is to come.