Notes by Thalia
After chatting with women’s freedom coach, Thalia, it was clear she took a different approach to most people in the industry.
She was real, straight-talking and a big believer that manifestation means nothing without action.
From the get-go, Thalia's dry sense of humour came through. She was relatable; Thalia isn't a coach who wakes up at 5AM every day to a cucumber juice cleanse and meditation. She goes through the same experiences as the rest of us, and that alone gave her something unique to offer her clients.
Here are some techniques I used throughout the copy for Thalia's landing pages, About page and emails.
Short, snappy sentences
I used short, direct sentences instead of airy-fairy language.
Mostly because airy-fairy language is a good place to hide bullshit.
We wanted to convey honesty and provide a clear vision of how life could look for Thalia's clients. Plus, short sentences tend to be more engaging and help to move readers through the page faster.
Aspirational language
While we weren't afraid to use humour (and even a little sarcasm), I balanced this with aspirational language.
After all, Thalia literally helps women create their dream lives. And she does it while living her dream life, sampling beaches instead of getting stuck under armpits on busy tubes.
So, I focused on her ideal client's "perfect future state". In other words, if they could picture their dream life, how would that look?
It would be easy to get vague with this, but specificity is much more powerful. So, I zoned in on those key moments that would say "I've made it" to our readers.
Telling Thalia's story
Whatever you're selling, credibility is everything.
Thalia's credibility doesn't just come in the form of her qualifications. It comes from her experience.
She's been where most of her clients are now, and has overcome many of the hurdles they face.
So telling her story was a key part of this project.
Which brings me to a great tip for you:
People prefer to buy from people they know. If you can, use photos of you/your team and tell your story. They'll feel like they know you sooner, which builds trust earlier on. It could be the difference between never meeting them and starting a long-lasting business relationship.
Structuring the sales page
In sales copy, every sentence has its place and purpose.
I wireframe every piece of copy - from landing pages to blogs and emails - before I tip-tap-type away on my keyboard.
Briefly, here's how I structured Thalia's sales page:
- A hero section with a catchy heading that speaks to the reader's painpoints or goals and copy that pushes them further
- More relatable problems
- A brief introduction to Thalia, demonstrating a shared experience with the reader
- Thalia's USP - what's different about her compared to other coaches readers might have considered?
- A close-up of the reader's perfect future state - getting specific!
- An introduction to the coaching programme
- A more in-depth bio to show Thalia's credentials
- A guarantee (super important!)
- The offer
- The call-to-action and a way to overcome objections. e.g. offering a free call
More with Thalia
Altogether, I worked on copy for three of Thalia's landing pages, re-jigged her 'About' page and wrote some emails in her email sequence.
A couple of pages I worked on with the client:
I'll throw in a 'Words & Phrases' Bank with your website copy project
A Words & Phrases (WAP) bank is a freebie you get when I write your website copy.
This is a document where I collect all the words and phrases used in your copy that I feel really align with your brand. Moving forward, you can dip into this bank every time you write ANYTHING for your business! This keeps consistency in the way you speak for an overall stronger brand voice, the easy way.
Sell your services without the cringe
You want to sell your services without selling your soul.
That means no cringey or inauthentic copy...and that's where I come in.
Give me a shout for website copy, landing pages and/or email copy that connects with your audience.
