When you think of templates, do you picture robotic emails that suck all the personality out of your client experience? In this episode, we’re joined by Colie James, a Disney-loving client experience strategist and host of the Business First Creatives podcast.
Colie shares why templates get such a bad rap (hint: it’s not the template, it’s how people use them), how to infuse your brand personality into even the most automated workflow, and why voice of customer research is your secret weapon for sounding relatable instead of robotic.
From her favorite must-have templates to the genius way she makes her automated emails feel like a high-touch experience, Colie proves that systems don’t have to mean stiff communication. Templates can actually help you be more personal, consistent, and stress-free.
Why Templates Have a Negative Reputation
Most people treat templates like rigid scripts. Instead of adjusting and customizing them, they force their words into the pre-existing format. The result? Dry, robotic communication that feels the same as everyone else’s.
People don’t take the time to actually adjust, customize, and personalize a template. They feel like they have to fit whatever they want to say into the structure of the template that already exists.
Her advice? Flip the script. Start with your authentic voice first, then let the template serve as a structure to support it.
How to Make Templates Sound Like You
So, how do you add personality to something pre-written? Colie recommends starting with voice notes.
When you talk it out loud like you would if the client were sitting across from you, you can record it and pull that language into your template. That’s how you capture your real voice.
Another strategy? Use voice of customer research. Instead of guessing what your clients need to hear, listen to how they talk about working with you. Their language becomes the foundation for templates that resonate and convert.
The Three Templates Every Creative Should Have
If you’re not sure where to start, Colie recommends three “non-negotiable” templates for any creative business:
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A Booking Proposal – A five-minute booking process where clients can choose their service, sign the contract, and pay immediately. No friction, no back-and-forth.
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An Automated Lead Response – A quick reply that assures potential clients you’ve received their inquiry and sets you apart with personality.
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A Consultation Scheduler – No more email ping-pong. Give people the power to book a time right away.
Don’t Go Silent After Booking
Many creatives do the heavy lifting before a client books, only to go quiet afterward. Colie points out that the in-between stage—from the time money is paid to the time services are delivered—is a huge opportunity to nurture your client.
Simple templates that check in, prepare them for next steps, or even just keep your brand top-of-mind can build trust and prevent clients from ever having to email you the dreaded: “So…what’s next?”
Systems That Keep Things Human
Automation doesn’t have to be cold—it can actually make you more personal and consistent. That’s why Colie is a huge fan of CRMs like Dubsado and HoneyBook.
These tools not only streamline workflows, but also let you design proposals, forms, and emails that reflect your brand personality. Think: images, videos, on-brand colors, and copy that makes your clients feel like they’re still on your website.
Consistency actually makes you a better human. You’re not stressed out trying to remember what you did for one client versus another.
Why This Matters
At the end of the day, templates aren’t about cutting corners, they’re about creating more margin for connection.
If you’ve ever felt resistant to using templates because you don’t want to sound “robotic,” Colie’s encouragement is simple: just start with one. See how much time and energy it saves you, and then build from there.
Find It Quickly
- 00:45 – System Reboot: Fun and Personal Questions
- 02:38 – The Power of Templates
- 04:15 – Infusing Personality into Templates
- 11:38 – Essential Templates for Creatives
- 15:50 – Encouragement and Final Thoughts
- 19:00 – Disney’s Operational Excellence
Mentioned in this Episode
Connect with Colie
Review the Transcript
Julie: Welcome back to the System for Everything podcast. Today’s system tip add. Just circling back to every email, even if it’s the first time you’re reaching out, it builds mystery. Today’s guest is Colie James, a Disney loving client experience system strategist and the host of the Business First Creatives podcast.
She is obsessed with helping photographers build backend systems that actually support the way they want to work. Coley’s superpower is making systems feel human and easy, turning automated emails and workflows into a seamless, high touch client experience. When she’s not designing client experiences, she’s probably planning her next Disneyland trip.
All right, we are gonna start the way we always do with the system reboot. Thank you so much for being here, Coley. We are gonna do a little. Quick reset to start our episode with some humor and humanity. What is your go-to coffee shop order and what does that say about you?
Colie: Ooh. Okay, so I have to be honest, I don’t go to the coffee shop anymore, although I did this morning.
I have a espresso machine in my house. So my husband makes me a caramel vanilla latte every single morning.
Julie: I don’t even think my husband knows how to use our Keurig. Oh, I bought a automated one. He’s gonna say this and be embarrassed. He does know how to use it. I’m so sorry. Eric, what is your template for a perfect lazy Saturday?
Ooh, sitting in bed and watching Netflix, I’m very boring. Oh, that is not boring. That is heavenly. Okay, so I had another Disney expert on Camille Whiting of Friday. We’re in love and I asked her this same question. I wanna know which ride are you always skipping and which gets two hours of your wait time no matter what.
Colie: Oh, well, first of all, I don’t wait two hours for anything. I pay for a lightning lane, that’s number one. But the ride that I always skip no matter what is Matterhorn, because I think it’s going to eventually break my back. That ride is a chiropractor’s like dream of getting clients. It is seriously so bad.
So they should
Julie: advertise like in line. As people are getting off, that would be like a prime advertising spot. It would, and
Colie: it’s currently closed. So when I went a couple weeks ago, I was thankful that I didn’t have to battle my child when she asked to get on it because, no, it’s closed. Chloe, I’m sorry.
There’s no matter horn today, close doesn’t exist. Went outta business and what Ride always gets, I mean, wait time in general. I don’t wait two hours, but I will say Minnie and Mickey’s Railway is my absolute favorite ride, period.
Julie: Aw. All right everyone, you have met the personality. Now meet the powerhouse.
Here is my conversation with Coley on the system for keeping it personal even when it’s pre-written. All right, let’s start with the elephant in the. Inbox or room. Why do templates get such a bad rap?
Colie: Because people use them horribly. I mean, I feel like when you buy a template, and I feel like the ones that are like the most offensive are website templates, they don’t feel like they can move anything.
Like if it has two words that are, you know, capitalized. They feel like they have to create two words that are capitalized to go right there. Like people don’t take the time to actually adjust, customize, and personalize a template. They feel like they have to take whatever it is that they want to say and fit it into the structure of the template that already exists.
Julie: So you’d say definitely one of the biggest misconceptions people have about templates is that they have to keep it the exact same structure?
Colie: Yes.
Julie: Do you remember the first template you created that actually worked for you?
Colie: So I was thinking about this. I would say my automated lead response. I thought that I was like so cool the first year of business when I discovered that I could save email templates.
In Gmail drafts. Mm-hmm. So like that very first email that basically told them all about me and my business and what I offered and I didn’t feel like I had to rewrite it every single time. So just copying, pasting that draft, even though it’s technically not like a template, that was definitely the first step towards systematizing for me, and it did save me a lot of time and energy back then.
Julie: I will
Colie: say that.
Julie: But that’s awesome. Okay, so I mean, clearly templates do not have to be the villains of the client experience, but how do people go from feeling like they are robotic to more relatable?
Colie: I think it’s about talking out loud and I often like preface this. Oh, that’s smart. By saying I am a talker.
I am on Julie’s podcast right now. I have my own podcast. I love talking to people. I’m one of those weird people that loves consultation calls, not because I need to sell you my services, but because I just wanna. To you. So I feel like the first step for myself, and actually a lot of people that I talk to, is that you actually need to get your voice down.
And how you do that is by talking out loud. Do voice notes, say what it is that you would say to them if they were in front of you, and then figure out how to put that in written word. You don’t always have to start on a computer with a keyboard desperately trying to figure out what to say.
Julie: Oh, okay. That is so good.
Where in the, within the client journey do you think that infusing that personality matters the most?
Colie: So the funny thing is it’s from the very first step, like if someone inquires about your services and you send them a dry or halfway blank response, it’s like, I’ll get back to you in 24 hours. Like, really?
That’s what five other people told me. Thank you so much. I’ll pick one of them. Congratulations on your engagement.
Julie: Exclamation
Colie: mark. Yes. Like that. So, I mean, it doesn’t have to be completely personalized from the first step, but it should have your personality. So as you mentioned, I’m a Disneyland fan. A few of my automated lead responses have a gif of me writing Dumbo and waving to them, my gosh, and saying, gosh, you’ll hear from me in 48 hours just in case I’m actually at Disneyland right now.
That’s just a good example of how I set the tone of. Who I am in a lot of different ways. Like I’m telling you that I’m a Disney adult, but I’m also telling you that I value my time. Yeah. And that, you know, I’m not gonna be responding to you immediately if I’m at the park. And so it sets the tone.
Julie: Oh my gosh.
I love that. Okay. How do you help besides using voice notes? ’cause that’s like a great idea to learn to train and really hear your voice, but how else do you help creatives infuse. That tone, that specific brand voice, um, into something that can be as dry as a can mail.
Colie: I think the second thing that I do is I really encourage all of my clients and really everyone that I meet on the internet.
So if we haven’t met, and I haven’t told you that, this is what I’m gonna tell you now. I feel like voice of customer is the absolute best thing that you can do for your business. And it doesn’t matter if only. Four people have hired you or 400? What do you mean by voice of customer? If you can find a way to have a conversation with your clients and record it in some way so that you can hear what they say about you and your business and your service and how it was working with you, not only do you get like.
What they say about you for testimonials. ’cause we all love a good testimonial. Yeah. But it also helps you identify why people chose you in the first place. And so that might help you infuse more of your brand in the different templates that you use across your client experience.
Julie: I know that this is not, I mean, I post clips on Instagram, you know, for like purposes when I share the podcast.
I know this is not a video podcast technically, but my mouth is dropped open right now. I. Had never thought about doing that. That’s so flippant. Smart. And you know what, let me just chime in real quick on something completely off topic, but that speaks to Kohl’s genius. Cole and I met through Le Li Amma’s, uh, creative Educator Conference, and I really think that that first year, I don’t think we interacted at all.
Mm-hmm. I mean, maybe we spoke for two seconds, but. Coley left me a huge impression because I did a speaker topic and I had people sign up, you know, scan a QR code and sign up for to get a freebie. That led to my newsletter and when I was looking through who signed up for it, I saw newsletters@coleyjames.com and I was like, what?
She has a separate. Email for newsletters. Oh my God. That’s the smartest thing I’ve never even thought about. And I immediately like went home and implemented like just hot tip, guys. Hot tip.
Colie: I mean, ’cause I really do love reading people’s newsletters, but, oh, me too. But I need it not to clutter my actual inbox where clients contact me.
So that’s just like, I mean, if we’re talking about systems and not templates, that is a really good way. Find a way to filter your inbox so that the things that need to get your priority, get your priority. And the other things get like, you know, shoved in a folder to where if you’re sitting on your couch and you have 20 minutes, then you can feel free to go scroll that newsletter folder.
Yes. And find the ones that you love reading.
Julie: Uh, okay. So I wanna talk then about hustle like no matter how charming your canned emails can be, I mean, they still have to get things done and check things off the list. So tech-wise, are there specific platforms that you think make it easier to stay human within automation?
Colie: I mean, I think every business owner service provider needs a CRM. Yes. And I mean, I know, Hey, I, I help people set them up. I know that it’s like, it’s like me patting myself on the back. Yes, you need my services. Yes, you need what I do. But in reality. What a CRM gives you is not only the ability to stay human, but to stay consistent, which actually makes you a better human.
You are not constantly feeling stressed out to remember what you did for one client or for another client. And so not only does it help you like organize and centralize all of the things that you do for your clients, but it does give you the opportunity if you are willing. To automate some of those tasks so that not only are you writing an email template that’s infused with your personality and does the job that it needs to do, but you are also making sure that it is going out when it needs to go out, so that it is not depending on you to hit a button so that it goes yes.
Julie: Oh, okay. Is there, and you can feel free to name drop if you’d like. Oh. Are there specific platforms you prefer over others for, you know, CRMs for project management? You know, I love to hear people’s opinions. I mean, I felt
Colie: like that was like a little cue for me to say I loved updo and HoneyBook, but no, seriously, so, so many of the cr rems out there will do like the automation part in a way.
But since you and I are here talking about. Adding your personality and your brand voice and all of these things, those two CRMs in particular, let you build out proposals that make your leads feel like they’re still on your website. Yes, you can put your images if you’re a photographer, you can put video examples.
If you’re a filmmaker, you can use your brand colors and like, you know, ask frequently asked questions and like have all of this copy that helps them connect to you as a human. When you’re asking them to pay you hundreds, if not thousands of dollars. And so my number one vote is always, if you can get a CRM that allows you to do that, it will increase your conversions as well as making you, you know, build a human connection during the inquiry and the booking processes.
Julie: What are three. Templates that you think every creative should have ready to go. Like if they do not have these three ready, they are gonna hit pause on this podcast and go start them.
Colie: Absolutely. Number one is that booking proposal that I just mentioned. I feel like Julie teed that up, but she didn’t know what I was gonna say, so she really didn’t do that.
I did it, but I’m just That good? You are that good. Um, a five minute booking process. Is the thing that I will die on. Like if you don’t do anything else in your business, you should have one of these proposals so that the client can choose their services, sign the contract, and pay you the money in less than five minutes.
Now, the bonus is if you’re HoneyBook or dodo, it can be beautiful and on brand, but we regardless. Of what CRM you have, you need that five minute booking process so that there is no booking friction of, oh, but are you available on this date? Oh, I’m waiting for your contract. Oh, and now here’s your invoice.
No, I wanna send it to someone and five minutes later I wanna get that amazing cha-ching on my phone. That tells me that so and so has paid me money, and when it’s at Disneyland, it’s just a bonus. So, oh, love that. That’s number one. Number two is an automated lead response, which again, I’ve already mentioned it, but.
Chances are if someone has set aside, let’s say 30 minutes to an hour to get on the internet and look for a wedding photographer, and they’re looking at several, they are probably going to inquire with three or four at the same time. And so if you. Are the only one that is not sending them an automatic confirmation that you, that they got your response, you are probably gonna be the one that they don’t hire.
So fast is important, but also writing this template in a way that sets you apart from the other three or four photographers that they probably inquired with at the same time, remind them of who you are and what they saw on your website and what kind of offers and services you have, and give them a preview of what it’s like to work with you.
So. Again, number one, booking proposal. Number two, automated lead response. And number three is like the most important for those of us that need to talk to someone before you are allowed to book me, and that is a consultation scheduler. No one in 2025 and beyond should be sending people a Hey, I would love to have a chat with you.
Are you available this Friday at noon? Because if they’re not available Friday at noon, it’s a back and forth email. Ping pong is what I like to call it, back and forth, back and forth, just trying to pick a day in time where if you valued their time, you would just give them a way to choose it on their own timeline and immediately check that off of their to-do list.
Mm-hmm. Yeah.
Julie: That’s so good. Okay. Have you seen within, because I know you do setups and stuff for other people, so are there any like unexpected places where a template has made a huge difference that you’ve seen?
Colie: So I like to talk about the importance of keeping them in the loop and you know, continuing to nurture them after they’ve paid you money.
Yes. I feel like we do a lot. And I mean, some of us do a lot, a lot of things before someone pays us money, and then right after it’s crickets, it’s like, thank you, you’re on my calendar. And then there’s nothing, especially if you’re like a wedding photographer, there’s nothing for weeks and months until you’re ready to start, you know, prepping or whatever.
Yeah. Especially if you’re not even doing an engagement session. Yeah. But the templates that I have found that like really help are the ones that you’re sending between booking and service. Yes. ’cause those are the ones that they don’t actually have to be that personalized. They just have to be timed to where you are constantly keeping top of mind so that they feel nurtured and cared for, and you are constantly preparing them for the day of service.
Whether, you know, it’s a family photography session, you’re starting to design their website or you’re photographing, you know, a wedding, which is one of the biggest events of their lives.
Julie: I completely agree, and I always said like when I did system stuff, I said like nobody should ever be that has paid you thousands of dollars should be emailing you to be like, okay, what’s next?
Yeah, when am I gonna hear for you? What’s going on, you know? Okay. So hopefully that gives people listening a little boost of confidence thinking they can go create those things, especially the three that you mentioned. So if anyone is still somehow resisting templates, what is your best encouragement to get started?
Not in what they need to do, but why they need to do it.
Colie: I feel like if you could just create one of these. And you use it in your business and you realize how much time it sends you, just with one, you will be a lot more motivated to create more templates and then automate and streamline them inside your business.
You really just have to take the first step, and that is why the booking proposal for me is number one. It’s not as hard to convince people to create something that gets you paid faster. You know what I mean? Like we all want money. And so if I’m. Showing you the process, and I have a, you know, I have videos online that show how great this proposal process can be.
But if you see it in action and you realize that creating that booking proposal is really like an hour of your time, and that’s if you’re designing a full one. I mean, if you’re just in 17 hats and all you’re doing is adding your services and copying and pasting your contract in there, you could probably have this done in 20 minutes.
That’s 20 minutes. To eliminate all of the booking friction and the back and forth and the, just everything that stops people from getting across the booking finish line with you. So, I mean, that’s like what I usually tell people. Now, that’s not the objection that I hear the most from, and I know that we’re talking about templates, but usually people create templates and then they automate them in workflows.
And I feel like people are scared of workflows. And my advice for that is just add an approval button. Yes, everything will be organized. Everything will require your approval, and you can go through and approve things until you feel confident in the process, and then you can take ’em all off.
Julie: I love that.
Oh, I could talk to you about templates for so long. Um, okay. So. Tell us where we can find you online. Tell people how they can book you, how they can buy from you. I wanna hear especially about your new course email, like you mean it, tell me all of the things.
Colie: So it’s funny that Julie’s asking me about templates because one of the things that I realized recently, I have a system shop, it’s coley james.com/shop.
But I have realized I really don’t like selling you tiny pieces of templates. Yes, you can go and do them, but like I really want you to have all of the strategy to knock it out of the park. From the beginning. So I have recently removed my email templates and created an entire course. I mean, you can get through the lessons in less than two hours, and then you go and you write all of the client communication that you need from inquiry to delivery that have three things, personality, purpose, and preview, so that every email that you send in your business is doing the job that it was intended to do.
And so if you would like more information about that, you can go to coley james.com/email. And of course if you just want business tips. ’cause I feel like if you listen to Julie’s podcast, you’ll probably love mine. It’s Business First Creatives.
Julie: Yay. And where can they find you on Instagram at Coley James.
Perfect. Okay. We have talked about keeping it personal, even when workflows are automated and pre-written. So I wanna shut it down today with something totally different, but weirdly on brand. I wanna talk more about the elaborate system, the most elaborate system in the world. Disney. Okay. Say what you will about the crowds and the inflation of churro prices.
But you cannot deny that Mickey runs a tight ship from the way trash cans are never more than 30 steps apart to the underground tunnels that keep characters from breaking the illusion. I mean, Disney is a masterclass in operational excellence with a sprinkle of pixie dust. If you had access to the keys of the Magic Kingdom for a day, I wanna hear.
What system would you overhaul, genie Plus stroller, parking those hard to get dining reservations? Personally, I think I’d create a VIP line for anyone who can spot the nearest restroom faster than a cast member.
Colie: I mean, genie Plus has gotten better and better. I have done a lot of complaining about it, but it has gotten better in the months, and I think it’s been, you know, almost two years since they, it originally released at Disneyland.
The one thing that I would still do inside of the app is right now, I, I don’t know how they’re controlling capacity, but I recently took a trip and by 10:30 AM all of the passes for Guardians of the Galaxy were gone for the rest of the day. By 10:30 AM and so I feel like that ride in particular should release.
The spots throughout the day so that if someone’s coming to the park, you know, in the afternoon or a little later, all of those fast passes are not gone before you’ve had the opportunity to grab one. So, I mean, that’s just one tiny thing. But otherwise, I mean, I love Genie Plus. That’s why when you said what ride would you ride on for two hours?
Yeah. No, not me. My limit is like 15 minutes. Like I don’t, I don’t do waiting in the lines, I just don’t.
Julie: I love that. Um, next time I go to Disney, I have gotta get some tips from you. All right, everyone. If you loved this conversation and want more of Coley’s wisdom, plus maybe to steal her template strategy, be sure to check out our show notes.
And if you’re not already subscribed, what are you waiting for? Hit that follow button, leave a review and come hang with me on Instagram at Dallas Girl Friday. See you next time.
