Helping produce a best-selling book, co-authoring a new 75,000 word SEO-guided content section for a website with millions of monthly page views, and managing projects in key areas of the seven-figure business.
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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 130,000 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 and 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
Thanks to my familiarity with both WordPress and Kartra, I helped facilitate the transition of the extensive Astrostyle course library to their new self-hosted Galaxy platform, now 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 a popular online business program. I had the skills and experience needed to 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.
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 130,000, while exploring other platforms including TikTok and Threads.
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.
Co-authoring a massive new SEO-informed 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 website traffic and ad revenue.
Although it would be a large undertaking, I took on the responsibility of diving deep into tarot and co-authoring website pages on each of the 78 tarot cards, in addition to supporting blog content on tarot spreads and how to start learning the subject as a beginner.
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 section on Astrostyle.com, welcome new visitors to the website, and serve our existing audience in a bigger way.
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 what a reader or customer 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.
Shortly after taking on this role, I led the migration of our customer service desk to a new platform that has offered an enormous increase to our capacity to serve customers and keep inquiries from falling through the cracks.
More writing and strategy
In 2023, my role increased to include more writing, strategy, and project management.
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 helped develop and organize 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 broader copywriting role that I’ve taken on has also streamlined things for Ophira and Tali, allowing them to focus on other crucial areas of the business, while generating emails with open rates better than 50% and driving tens of thousands of visitors to the website.
Project management
Throughout 2023, I’ve begun managing projects that include website advertising operations, search engine optimization, and brand partnerships.
Among my responsibilities in that role, I’ve been working closely with our advertising partners and our chief revenue officer (CRO) to analyze advertising data, track revenue, and develop ways to optimize our website advertising, which makes up a significant piece of Astrostyle’s business.
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 75,000 word SEO-informed section on tarot cards for the website
- Growing the Instagram following to more than 130,000 followers while continuing to hone our voice and style
- Multiple successful program launches, including for both affiliates and ourselves
- Notable increases in advertising revenue and search engine traffic
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.
James Kerti has massively benefitted our entire Astrostyle team with his wide-ranging skill set and ability to communicate, organize and manage projects in a flexible and creative way.
As a writer, James quickly became someone we trust to write in our voice. He even co-authored the nearly 100,000-word tarot section that we had been dreaming of adding to our website!
He’s a valuable integrator and project manager that we know we can rely on with our seven-figure business’s crucial revenue-generating operations, including our product launches, website advertising and brand partnerships.
Ophira & Tali Edut, The AstroTwins