Case Study: How Copywriting Strategy Helped This Coach Be Present in Her Launch

She Got Expert Eyes on Her Launch…Even Though She Had Always Done Her Own Copywriting Before! 

April Adams Pertuis is the host of the Inside Story podcast, a firm believer that everyone has a story, and a speaking coach who always did her own copywriting…

Until she headed into the launch of her SpeakEasy program with her team of VAs in place…

…and quickly realized that she did not feel comfortable going into the launch.

This was way more than a VA could handle.

“There was just so much happening at once.”

Although April regularly writes her own copy and felt that she could write them, she acknowledged “there’s no way I would have written 18 emails” and “this is the one area where I’m going to drown.”

She needed someone reliable. 

She needed someone she could trust.

She needed someone with an expertise in direct response.

Even though April has always done her own writing and desires to have that ownership, ultimately she hired a copywriter to avoid putting pressure on herself or VAs, to have her launch emails written with an expertise in direct response, and to get a pair of expert eyes to see the gaps and blind spots.

So we decided to work together to overcome the three biggest problems she was facing…

Problem #1: No Process for Copywriting

Like many business owners at this stage, April also did not have a defined process for her copywriting. 

Her approach was simple: sitting down and putting her thoughts onto paper. She possesses a basic understanding of the fundamentals: identifying her target audience, outlining the benefits, and emphasizing the desired transformation…

She even got resourceful and sought inspiration from other sales pages that were working…

However, she acknowledges that her copywriting skills are self-taught, and this limitation hinders her ability to elevate her copy to a more advanced level.

The lack of framework made it feel like she was duct-taping it together. 

At this level, duct taping no longer works. Everything needs to sound like your brand from TOF to BOF. With a high-ticket program, they don’t want to see duct tape.

With 3 weeks until her open cart, we swooped in…

Solution #1: We Implemented Big Picture Strategy First, Then Wrote A Highly Intentional Sales Email Sequence

I had worked with April previously on a sales page audit, so I was already familiar with her offer and her audience. I had done the work to be able to capture her authentic voice.

So I created an outline of emails, the topics that each email would cover, and the dates they would be sent. This gives us a big-picture view of the project, before diving into each specific email. 

Then, we got to work writing the emails, reverse-engineering from the CTA. And of course that included some story telling – not only because it’s a great copywriting practice, it’s also a foundation of April’s business, core beliefs, and the program she was launching!

Even with a very quick timeline for this rush project (the first email went out 3 business days after I was hired…)

Every aspect of every email is super intentional. 

Each email wasn’t just an email…

…She repurposed these emails as social posts and reels

…And is re-using them again for her next launch next quarter!

In addition to the 3-weeks worth of evergreen sales email sequence, we also crafted 3 affiliate email swipes for April’s high-level mastermind peers to share with their communities. 

April had recently spoken at the in-person mastermind event, so the attendees were familiar with her business, her story, and her offers, so making the ask to send affiliate emails was a no-brainer.

But all of these emails won’t make a difference if the messaging isn’t right, which leads us to problem #2…

Problem #2: Missing the Language the ICA Uses

April realized that she was having trouble resonating because she was writing as an older version of her business, still communicating as if she were talking to an audience for lower-level programs. 

The outdated messaging no longer fits where she is in her business now. 

The reality is, her programs have evolved and her ideal client has evolved as well. 

Her communication style needed to adapt to the current version of her business.

But…

She was missing the language that they are saying, why they joined, why they need it at this stage of their career.

As a result, the higher-level clients she wanted didn’t recognize that her program was for them. 

She had to elevate her language now to call in the exact right person. 

Solution #2: Discover the Language Your Ideal Client Speaks

Instead of just thinking about it and staying in our heads, we turned to see what actual ideal clients were really saying about April’s program and the problems it resolved for them. 

Here’s what we did:

• • Looked a what members of her beta program were saying

• • Captured video testimonials from her in-person event

• • Created case studies for beta clients with big wins

• • Requested testimonials from her mastermind peers who witnessed her talk. 

• • Social listening

• • Using an application process for the next launch to note the language they actually use at the moment they take the step forward.

The best copywriting is not coming out of your own head. 

You are pulling out what they’re saying, in their own words, and assembling them into a compelling argument.

Once we had this foundation, then I created a Master Messaging Document. 

This summarizes AND analyzes the research to include:

• • Brand positioning statement

• • Objections

• • Misconceptions

• • Winning angles

• • Avatar overview

• • Promises and proof

• • Turning point moments

• • Golden threads from ICA language

• • Client-isms (things the client says, like “yall” or “sis” …and what they don’t say, like no swearing). 

The Master Messaging Doc is like a cheat sheet of words they need to be using in their copywriting. It’s a resource used over and over again, anytime you go through the writing process—both for launches and even regular nurture content and emails. They can be used in social posts, reels, emails, ads…anywhere you are connecting with your ideal clients. 

Now she can save thousands on a copywriter in the future because this doc tells her (and her team) what to say. 

Her team is using the Master Messaging Document so that they have more direction to tee up her weekly emails, so that she only has to make minor tweaks. This doc is something that will live on with her business, even as her team grows or changes. 

Or, she can use it to train AI on to do some of the heavy lifting for her. 

The Master Messaging Doc helps everything to be cohesive so that all the copy sounds like your brand from TOF to BOF—no matter who writes it.

One specific request April had (and I’ve had this conversation with many clients) is not to use pain point marketing. We don’t want copy that is digging a knife in your side. That’s not how she wants to present herself (and, honestly, that’s not how I want to present anyone I write for, either!) We were very intentional about crafting language to feel the empowerment, rather than “I suck.”

By reframing pain points, we can express empathy and relatability instead of using them to manipulate or worsen someone’s feelings. This approach demonstrates your understanding, willingness to assist, and genuine desire to help others overcome their challenges, ultimately making a positive impact.

As a result, April is now having more conversations with ideal clients—the women she absolutely loves working with, light her up, and make her feel that she is truly making the impact that she has been called to make. 

Problem #3: Unique Positioning is Not Immediately Apparent

When reading the sales page, questions arose about the program’s promise was and differentiation from other speaking coaching programs. The hero section did not make the avatar immediately feel like this was exactly for them.

I had to dig to the middle of the sales page to understand how she is different and better than her competitors, and exactly what her program is all about. 

Most readers won’t do that work to figure out if this is for them and how it can help them. They’ll just click away and find something else.

This happens often when business owners write their own sales page. 

It’s like the jar analogy: You can’t read the label when you’re inside the jar. The business owner can’t see it when they’re inside their own business. You need someone on the outside to be able to see these things. It’s not that there’s anything wrong with you or your expertise. You can be the best reader in the world, but you still won’t be able to read the label from the inside. 

It’s a matter of perspective. 

This is where a copywriter’s eyes can help you see your blind spots, and use the copywriter’s expertise to make simple and powerful shifts so that your reader can quickly and easily tell if your program is the right fit for them.

Crafting your distinct brand positioning establishes a strong brand presence and creates meaningful connections with your audience.

Solution #3: Realizing Her USP Re-Energized Her Marketing 

To clear any confusion and help the reader feel at home right away, we put the USP in the hero section. 

To determine the USP, we looked at ads of competitors and the comments to determine the specific benefits and features that make April’s speaking program truly one-of-a-kind. 

This conversation generated IDEAS that sometimes only come when you hear yourself say it out loud. 

And even better than that…

This conversation also got April fired up to talk about her program and market it with the energy that this is truly going to help good people achieve their goals and make a positive impact – because it already has through the beta program! 

I witnessed a renewed confidence (that shuts out the imposter syndrome that affects ALL of us) as she saw with new eyes the GAPS that her program fills in her specific niche within the coaching industry.

She lit up about the VALUE that her program offers, and how one piece of it is really worth the whole program.

And it was from this place of genuine service and value that we then used my signature GROW method to create all of the evergreen email assets with this energy and infused her USP throughout. 

Results

As a result of implementing strategy (not just copywriting), uncovering the language of her ideal clients, and realizing her USP…

…April didn’t have to think about any of the strategy or copywriting so that she could focus on the launch and be present with the people who were coming in and having those conversations about the program.

We were just two people shy of filling out her program, but there was an additional unexpected victory…

Her next cohort is already half full (with deposits paid!).

We wrote a 17-email sequence for the launch and the open rates actually went UP as we got further into the launch. That means that her audience was not getting tired of the emails! And less than half a percent of her list unsubscribed. These metrics EXCEED industry standards.

Recap

April thought she needed copywriting…

…but she really needed strategy AND copywriting.

It was a week before going into launch mode and April realized she wasn’t fully prepared. 

She thought she might be able to write the emails in real-time, but she quickly discovered that she needed the emails “done and ready” in advance.

Before we stepped in, she was writing the emails the day before. 

But for this launch, she needed to know they would be getting done the right way, using language that would help influence her audience in a very strategic way. 

“The emails have been a life saver!”

First, we mapped out all of  the topics that needed to be addressed so that her audience could make an informed sales decision.

Then, we did the research to dial in the messaging so that we could authentically connect with the best-fit clients in a way where it was clear how April was best-suited to fit what they were looking for. 

She got the emails batched in advance and that meant she didn’t have to worry about writing emails or wonder what to say, which freed her up to focus on the launch and be present with the people who were coming in and having those conversations about the program.

Being present builds trust. 

Being able to connect with your audience, cultivate rapport, and establish your expertise. 

By actively engaging with your audience, you are able to connect with your audience, cultivate rapport, and establish long-term client relationships. From a business perspective, you also gain valuable feedback and insights that empower you to continuously enhance your services and deliver exceptional results. 

And the best part is those emails are now created. 

We’ve looked at the data and debriefed the tweaks to test and continue optimizing in the next launch, but we do not have to re-write any more emails from scratch. 

“They’re pretty much all done and ready to go for our next launch, which is huge.”

All of the emails were ORGANIZED and added to the same Google Document, and the link was always provided in the communication. This organization may seem like a small piece, but again it made things easier because you don’t need to be thinking about that in the middle of a launch.

That’s a good feeling.

By going through our process, we created so much more than an evergreen sales email sequence (though that in itself is worth it!). 

• • Repurposed as social media content

• • Re-use the email sequence for all future launches of her signature program

• • Master messaging doc for her team to create ongoing nurture emails to her list.

Even though we worked together on ONE project, the effect and ease in her business is ongoing. 

Conclusion

You could keep doing this by yourself…

• • Duct taping it together

• • Just getting by

• • Forfeiting the opportunities in your blindspots

…but if you want to

• • Be fully PRESENT in your business

• • Outsource your marketing to someone you can TRUST

• • Get RE-ENERGIZED about your business and your offers

…then we can take care of it for you, including

• • Messaging

• • Marketing strategy

• • Copywriting and implementation

All you have to do is schedule a brief call. We’ll chat about your marketing plan and I’ll provide personalized guidance tailored to your specific needs and challenges. Whether we end up working together or not, you’ll have a clear understanding of your marketing strategy and actionable insights to move forward with confidence. 

Schedule a call today and unlock the potential for your digital marketing success.