Industry: Relationship Coaching for individuals and workplaces

Topic: Love, Sex & Relationships for Men

Medium: Book (print & digital distribution) with copy that could be repurposed on the website.

Tone of Voice: Simple. Bold. Straight-talking. Passionate.

Target audience: Men of all ages.

 

The Challenge: Marina needed an About Me page for the blurb of her book that would entice men to buy the book by disrupting the status quo. Her industry is traditionally dismissed by men for being 'woowoo' nonsense. However, those are the exact men she wanted the copy to appeal to, as they're the ones who need her help the most. A huge part of her work involves coaching men to fall back in love with themselves, their life and those around them. She had a lot of very valid credentials and training, as well as tried and tested methods, but it wasn't connecting with her target audience in a meaningful way that was easy to understand.

 

The Solution: One of the key reasons I felt it wasn't connecting was that Marina's content was all initially written in the 3rd person. Her business is herself. That's who she's selling. By switching to 1st person, her page immediately became more personable. I then worked on cutting through all the 'woowoo' preconceptions with a bit of humour and conducting Voice of Customer research in order to speak directly to her prospective readers in the same language they would use.

 

Writing as Marina, I had to really get to know her, so that I could convey her personality. I spent a lot of time talking with her, watching interviews and listening to her podcast so that my writing felt authentic and true to her voice.