The person behind the emails

About Ffi.

(I ask questions for a living because it's easier than answering them. But here goes.)

The honest truth: I do my best thinking in conversation. Give me someone to interview and I'll find the threads that make their story sell. Ask me to write about myself and I'll suddenly remember seventeen urgent tasks. Consider this page a small act of bravery.

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Ffi Murphy, email strategist for coaches

WhattheFf.

Ffi, short for Ffion, which is Welsh. In Welsh, two Fs make an F sound and one F makes a V sound, so it's "Fee", not "Vee". Personally I think my mum went with the double F because she knew I'd be fucking fantastic.

What I'm made of

Three threads, one job.

Thinking beyond the single sale

I didn't take a copywriting course and call myself a strategist. I built the discipline over eight years across corporate, consumer and charity marketing: conversion optimisation, applied behavioural psychology, positioning, and lifetime valueLifetime value: the total someone spends with you across your whole relationship, not just their first purchase. The higher it is, the more every subscriber is worth.. Every word tested against what people actually did, not what they said they'd do.

Much of it happened under tight regulation, where honest communication isn't a nice-to-have, it's a requirement. My biggest positioning challenge: a product that had to be unmistakably one thing, when the price point kept nudging people to read it as another. If you've ever had a prospect misunderstand what you actually sell, that's the problem I spent four years solving.

I've been the client

Before I wrote for coaches, I was the person their emails are trying to reach. The codependency recovery and identity rebuild, including three years living with my ex while we both healed, which teaches you more about communication than any marketing course. The post-birth-control health journey through the wilds of hormones and supplements. The money journey, from paying off debt to a house deposit invested and a pension I actually understand.

I didn't just research your audience. I was your audience. That's why the emails land differently.

The thread weaver

My real skill is connecting threads between what you know and teach, the stories you carry, and what your audience most wants to hear. A coaching friend mentioned that Botox can impede your ability to deepen relationships when dating, because it dulls the micro-signals people subconsciously register. We turned it into brilliant newsletter content for her clients.

That's the job: I pick through what you know, find the nuggets, and weave them into emails your audience can't not open. (Covid hobby: tarot. And my Projector gift is telling you what you need to do, even when you'd rather not hear it.)

01 / 03

The story behind the writer

How did we get here?

A few years ago I was sleepwalking through my own life, living through someone else's goals, having sidelined my own.

The rebuild started quietly: unpicking the conditioning, the attachment patterns, my own role in what wasn't working. Along the way I lived in the exact world my clients now work in, guided by relationship coaches, wellness voices and finance creators. So I've seen this industry at its best, and at its worst: the fake urgency, the manufactured scarcity, the emails that make you feel slimy after reading.

The damn good coaches doing genuinely life-changing work? They're why I'm here. My job is to translate what they know into emails that build trust, sell without the ick, and make them feel invincible.

Because every business is unique, because the person behind it is. Your voice, carrying your story, is the one thing nobody can copy.

PHOTO 2 Candid working shot;
see the shot list.

PHOTO 3 Out-in-the-world shot;
see the shot list.

Every business is unique because of the person behind it.

Proof, not promises

The CV bit, briefly.

I didn't wake up one day and decide to be a strategist. The short version:

8 years in direct response marketing: copy that either converts or it doesn't, and numbers that tell you which.
4 years of conversion optimisation and applied behavioural psychology: testing words against real behaviour.
Positioning under tight regulation: making a product unmistakably one thing when everything nudged people to read it as another.
Lifetime-value marketing: turning one interaction into a lasting relationship.
Three worlds tested in: corporate, consumer, and charity. The principles hold; the voice changes.

PHOTO 4 You, mid-conversation;
see the shot list.

The stuff you can't quantify

But should definitely care about.

Who I work best with.

Coaches who've done their own work. People with a proven offer and genuine results who'd rather have fewer clients transformed properly than a full roster of mediocre outcomes. Decisive humans who hire expertise and then trust it.

What I believe.

Honesty is the best marketing: about who you are, whether you can actually help someone, and what's worked and what hasn't. Vulnerability builds more trust, not less. So if you're not ready to work with someone who'll pull out the true version of you, put a pin in this for now.

What you won't get from me.

Fake countdown timers. Manufactured scarcity. "Last chance" emails about things that aren't. A different personality in the DMs than on the call.

How I work.

I ask a lot of questions; it's the whole method. One structured deep-dive, light reviews, and I do the rest. And I'll tell you what I see, even when it's not what you'd hoped to hear. You'll spend less time on this than agonising over one email you never send.

Ffi facts

The seemingly irrelevant details.

the whole birth map

Leo sun Scorpio moon Aquarius rising

ENFP Enneagram 3 Projector 2/4

Make of that what you will.

car karaoke only

I don't do karaoke unless singing in my car counts. But the playlist never grew out of its heavy metal and emo era. I just got rid of the bad black hair dye and the sweeping fringe.

flaky and sweet, non-negotiable

Wherever I go, I'm hunting the best pastry in the area.

the side hustle

Cat sitting, even though my own cat, Ruby, gets moody AF every time I come back.

sci-fi author, someday

Dream job if this didn't exist: sci-fi author with a gorgeous house by the sea or the mountains.

PHOTO 6 Ruby the cat;
see the shot list.

PHOTO 7 The pastry hunt;
see the shot list.

PHOTO 8 Emoji-pinned map;
see the shot list.

PHOTO 9 The cowboy boot collection;
see the shot list.

find me in the corner

At any party, I'll be talking the ear off someone about their life. I was born loving depth (blame the Scorpio stellium). Don't be surprised if I start a podcast.

a weird only child

Grew up alone in my bedroom, just weirder: doing Callanetics from an 80s book and living inside Jane Austen, Arthur C. Clarke and Janet Evanovich novels. I live for the weird, and I love bringing yours to the fore, because that's what hooks people and builds trust.

fragments, collected

Sci-fi, evolutionary psychology, random studies, podcast rabbit holes. It all goes in the tank.

presearching: it's a system

Before any trip (or day trip): Google Maps, every promising spot pinned and emoji-coded for quick reference. Yes, there's a system.

Tolkien hills → Austin

Currently living in the rolling hills Tolkien was so fond of, while plotting a move to Austin to give my cowboy boot collection its main character moment.

Enough about me

The interesting story here is yours.

The whole point of this business is what's in your head, and how to turn it into emails your audience wants to open. That's a conversation, and the first one's free.

Book a free 30-minute strategy call