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Hey

I am here again with the 61st edition of Dark Chocolate.

This is the second last Sunday of 2025. And I am having too many thoughts coming into my mind.

But the main thing which I wanted to let you know is I am planning for 2025 and reflecting on 2024.

Also, we are hosting a Christmas party inside our community. If you’re interested, reply to this email, and I will send you the link too. (It will always be free)

Too much about me. Now we will talk about two business partners who have been doing wonders for years. That is why we need to know them and see how they are making money using emails.

So, today’s creators who got featured in my newsletter are

Stevan and Dina

Creators Spotlight:

Dina started as a direct-response copywriter who is widely known as the copywriting queen on LinkedIn. She was a Digital Nomad with her boyfriend (recently they got married and they even sold with the story, I will show you that too) Dina started her journey in 2020 and hired a coach to help her grow on LinkedIn.

Stevan is from Belgrade, a father of two a marketing strategist and and grown a startup with just 6 people,

They both spent 1 year together and built Authority Marketing.

And now in 2024, they are making over 6 figures in revenue.

Their main goal is to help solopreneurs become the only choice in the market to escape the commodity market. But, they don’t have any specific market, as they believe it is always human-to-human marketing.

Now let’s understand how they leverage Email Marketing. So you can do the same and install the same system in your business and generate revenue with the email channel.

How he leveraged Email Marketing

Quick facts about their email. Before Authority Marketing was a Friday newsletter.

Stevan used to write a post promoting his newsletter two hours before sending the email, but in March, Dina and Stevan decided it was not helping them do much business, so they stopped sending weekly emails.

And choose to start more “business-focused” emails as per the need.

Now the question is how they use their newsletter?

As I always say, newsletters can be used in two ways

1. Only value

2. As a marketing channel to sell

When I say, only value, does it really exist? Yes, it does, dude. My newsletter is a live example of it. For another example, check Sahil Bloom. But there is one thing: We run by sponsors. 

Authority Marketing uses Email as their BOF strategy, they write “targeted” content and invite people to their newsletter to sell from their

Why, do you think, do they use Email? well, you know the reason right? well, this is the only channel where you get the audience you own and sell without any interference from the algo.

Now, we will see how they do it. First thing first, how do they build the email list?

List growth

As I have mentioned earlier they use “targeted” content, which means they only get people in their comment section or only get the attention of people who might buy from them.

Format:

Problem

Quick half knowledge

Sign up for the newsletter for an in-depth guide

Pretty simple, ya?

Another example?

Format: 

Social authority

Outcomes

Social proof

Bingo!

Email Copy:

If you remember when the newsletter was only focused on copywriting examples, I talked about their emails.

Why? Because of their storytelling. Hands down one of the best ways to sell your service and they have mastered it. Goddam!

Quick fact: Storytelling is one of the skills that AI will never be able to replicate.

Let’s see how Stevan used storytelling to connect to his offer.

Look at this: Stevan started his email with a hook line.

And it's well known too.

Now see how he is connecting it to his personal story.

He is talking about his personal dream shoe, which he has been craving for the last 10 years.

Now, let’s check the part where he is using some known names to involve you more in the story.

Now look at the last line: “The product itself…much.”

Now he is slowly starting to sell to you.

Can you see the transition?

Now check the line: “It’s the same…sell it.”

Now he pitched his offer.

They pitch in each of their emails—not a subtle pitch, but a direct one. However, when they add storytelling, they increase their conversion rate (every business experiences the same).

Anirban, which storytelling format did they use?

Oh yeah, they used the “Hero's Journey” framework.

Let me show you how he used it.

Let’s get back to the start of the newsletter:

A. The hero is introduced in their regular life, craving a particular shoe brand.

Here, if you think the hero is Stevan himself, you are wrong.

It’s still you, the reader of the email. Stevan just used his example.

B. The hero becomes aware of a problem that needs to be solved—obtaining the desired shoe.

Now Stevan told you about the problem he faced. Again, he meant you.

C. The hero takes action, faces challenges, and ultimately acquires the shoe.

Till now, it is clear.

Now the last one is the pitch.

You know your problems; you need a solution (He made you problem-aware).

Now he is giving you the elixir: their service, which will solve the problem you are facing with the ‘Workshop.’

Check the P.S. line.

Also, they shared a resource of their “teaser” post which drove 63 subs

Now, as I have promised I will show you how Dina sold with her marriage story, here it is

Did you get how effectively they write their copy?

And content ideas? pretty simple. Find the ICP’s problems and write a solution with a personal anecdote.

Here is the exact funnel:

Psychological techniques

Marketing begins with psychology, and persuasion is its core skill.

Dina and Stevan have been here for a long time they know how to sell better.

Each of their emails is filled with psychological tricks. Let’s understand it with two examples

Urgency is one of the main hacks to persuade anyone. Look at how effectively they have used urgency + value

This is also an example of social proof + urgency (FOMO)

Now, let me tell you how they made

During Black Friday, they ran a campaign selling their old swipe files, workshops and bundles.

They have applied psychological tricks and sold what they have already built in past

In their language, “That's 4 digits in pure profit from stuff already sitting on our G Drive”

You can check the entire page here

Key Takeaways

After doing the deep dive, here are 3 key takeaways

1. Write targeted content to drive your ICP to your email list

2. Write good copy with storytelling

3. Use psychological tricks to sell better

In the next email, I will share everything that happened in 2024 and how I am planning to make 2025 better.

And everything about this newsletter, too. Am I changing it again? Or how am I thinking to make it better? Everything will be there.

Till then Bye bye!

Oh, yes, be ready with a Dark Choco next Sunday. 👋🏻

Did your friend refer you? Well, he/she is such a sweet person.

Here you can subscribe and read more boss 😄👇