Customer Relationship Management
Program Onboarding Booklet
Client: Rich Dealers
My Role: Copywriter & Content Strategist
Challenge: When new dealerships joined the Rich Dealers® program, they were often excited—but overwhelmed. With so many tools, meetings, and resources available, new clients lacked a clear understanding of what to expect in their first few weeks. Without strong onboarding, early engagement, momentum, and program stickiness were at risk.
Solution: To address this, our team created a branded onboarding guide titled “What To Expect.” The goal was to help new clients feel confident and supported from day one by outlining key milestones, introducing the brand’s philosophy, and setting expectations for what comes next. I wrote the copy to reflect the Rich Dealers® tone—enthusiastic, empowering, and clear—while also organizing the content to provide reassurance, clarity, and inspiration for what’s ahead. The piece breaks down the philosophy of a Rich Dealer®, introduces ESP (Enjoyable, Simple & Prosperous), and explains how new members will be supported through their first 90 days and beyond.
Result: The guide became a foundational part of the onboarding process. Advisors used it as a leave-behind during welcome calls, and clients referred back to it during early strategy sessions. It helped reinforce the brand promise and gave new members the confidence to dive in fully—reducing onboarding friction and increasing early buy-in.
Rich Dealers Lead Expectations Email Sequence
Client: Rich Dealers
My Role: Copywriter & Nurture Sequence Architect
Challenge: After signing up for Rich Dealers’ digital marketing program, many dealership clients weren’t fully prepared for what came next. The influx of leads often overwhelmed internal teams, and without a clear plan to manage the transition, salespeople would quickly label leads as “bad.” The brand needed a way to proactively manage expectations, train mindsets, and guide dealers through the early chaos of the campaign rollout.
Solution: I wrote and developed an 11-part lead expectations email sequence that walked clients through the realities of digital campaign performance and lead conversion. Designed to span their first two weeks post-signup, this sequence:
Set realistic expectations around lead quality and volume
Trained dealers and sales teams on what success looks like within the funnel
Reinforced key concepts like the Fundamental Law of Lead Conversion and solution selling
Provided downloadable tools, training videos, and coaching resources
The tone was direct, energetic, and supportive—reflecting the brand’s identity as a high-performance partner, not just a vendor.
Result: The sequence helped prevent unnecessary churn and dramatically reduced support calls from new clients. It gave dealers and their teams a structured way to understand and adapt to the lead flow, while positioning our team as trusted, experienced advisors every step of the way.