The Consultancy Coach A Case Study
Lucy helps strong-minded women pivot their offering and become expert consultants in their field . . .
… and when she wanted to accurately and effectively talk about her own pivot from corporate to personal, she knew just who she needed to help her get her messaging right.
Identifying the need for great copy
Lucy Davies is a highly sought-after corporate facilitator. She can take the upcoming launch of a corporate service and send it intergalactic with a light touch of her magic.
Her years of experience and knowledge are partnered perfectly with her love of the task and that’s what shines through with every contract she undertook.
The thing is, she began realising that she could bring this joy, this love of the job to so many, expert women by helping them pivot out of their corporate jobs and into the consultancy sector. But how to reach them was the question. She knew exactly what she could do for them when it came to creating their dream business and designing a life they loved, but how did she find and connect with them? How could she assure them that she was the one for them when it came to being their Consultancy Coach?
“I didn’t want to lose time scratching my head for hours, trying to create even the first drafts.”
Saying
WHat you
mean
Practising what she preached, Lucy knew that she would need to get her messaging just right to reach and connect with those she wanted to appeal to. She also knew that choosing a copywriter was an important decision, this person was going to write her words, in her tone of voice, to reach HER customers. It’s something that would need an understanding of who she and her business really are.
People trust people
Having worked in the business world for some time, Lucy had an abundance of contacts she could rely on for recommendations. It’s a resounding truth that people trust people, and if you have a trusted colleague or friend who can give you honest, positive feedback on a service they have used, then it’s worth listening to.
“I wanted to up-level the copy in my email nurture sequence and blogs. I’d seen Suzanne’s work and was really impressed by her fun and creativity. Working with her meant that I just KNEW I’d get brilliant content to engage my ideal clients.”
Setting the magic in motion
Before any writing took place, Lucy and I worked closely together to define both her brief and her ideal customer.
This should never be taken for granted, getting these things right is the key to creating copy that sounds like you, will also express your brand values AND truly connect with the audience you want to reach.
As Lucy was no newbie to launching, she was able to really get into the process of defining her brand’s values, tone of voice, and goals. But that doesn’t mean you need years of business acumen to be able to do this too, a great copywriter will lead you through step-by-step. Guiding you and answering any questions you may have so that together you can create bloody brilliant copy!
Writing down the bones
With the brief in place, and the tone of voice for the ‘Consultancy Coach’ brand defined. It was time to start writing down the bones of the piece as they say.
This is never just a one-and-done process, the way I like to work is to do a first draft that literally gets EVERYTHING down on paper.
Sentences often won’t make sense, ideas will be repeated in different ways and you can bet the spelling and grammar is just downright awful! But the point is, everything is out of my brain and on the paper.
From here I refine, tweak, and rewrite. This can take several days until I am happy with what I consider to be a first draft.
As part of what I do, I always offer a number of edits, although, I’m not just showing off, but they are rarely all needed.
Lucy knew how she wanted her copy to sound, and how she wanted it to be received. She’s no stranger to marketing and knows that the strong, corporate-based women she was reaching out to would respond better to certain ways of communicating.
For Lucy, there needed to be a strong sales focus to the language, and we worked on a couple of edits to ensure that she was happy with the outcome.
And the results?
Lucy is about to launch her new Consultancy Coach website, where she will feature not only the blogs written by me but also much of the copy, throughout the site, has received my ‘proofreading/tone of voice targeting’ treatment.
Lucy decided on this option when she was relaunching her website so that she could reuse much of what she had before, meaning she didn’t need a full rewrite. This way she saved both valuable time and money, and it shows that as a copywriter I can assist as well as fully re-write.
What it means is that she can launch with confidence, feeling like the website and all the copy included really sounds like her, and her brilliant brand.
“Suzanne is a copywriting genius, and also, epically lovely to work with. She guided me through a simple and effective process to identify exactly what my business needed and to agree on a detailed brief.
She delivered brilliant copy on time and on budget, and believe me, her words are so much better than anything I would have written myself.
I highly recommend working with Suzanne.”
Looking to make an impact with your copy?
If you’re ready to make a true connection with your clients then get in touch here.
Let’s see how we can work together!
