Client Case Study: Changing Messaging
The Challenge:
My client had built a strong reputation as a nutritionist for women aged 35+ and her messaging revolved around improving energy, reducing fatigue and
She had a big email list but was struggling for engagement, especially around her offers. We suspected there was a big disconnect between why they had joined her list and what she was talking about in her email copy and her offers.
We went back to basics on the messagining and one thing became clear. Most of the women who joined her signature programme were struggling with weight gain. They were often experiencing fatigue, joint pain and other symptoms as well but these weren’t the drivers for joining the programme. They were happy to see them improve by the end of the programme but this was a nice bonus. It was the weight gain that they really wanted to address.
With this in mind, we needed to change the messaging on the sales page for her signature programme and her emails to speak to the real reasons why people would join her programme and position her as a weight loss nutritionist for women aged 35+.
My Approach:
I carried out audience research to get to the heart of what her target audience are struggling with, which was super powerful when combined with the research she had already done inside the programme.
With that research, I could write copy that would speak to the pain points around weight gain and ensure that it had the right messaging.
Results:
After messaging tweaks to the sales page and various elements of her email marketing, my client was able to bring more clients into her recurring offer (and upsell them to her signature programme) and get more interest in her signature programme.
The Project:
Changing the messaging on the sales page for her signature programme to reflect her changing positioning and speak to women who are concerned with weight gain as a 40+ woman.
Changing the copy in her post-masterclass emails (which goes out to new leads off the back of her evergreen masterclass)
Changing the copy in her book-a-call sequence (which is sent out regularly between offers to book calls for her signature programme)
Changing the copy in the launch emails for her signature programme and for her recurring lower tier offer
If you’re planning to shift your messaging and positioning but are overwhelmed by the amount of copy that will need to change too, I’ve got you.
Let’s chat about me taking it off your plate so you can attract right-fit clients.
