I began with a headline that would hit at the heart of the audience: “Live your passion.” These are entrepreneurs who do what they do because they love it, so I chose this phrase to immediately resonate. Then I hit the pain points of price and time and repeated these ideas in the subhead. The copy will posit this course as the solution to overcome these potential barriers to growth.

The subhead also hits on a solution to isolation (also a pain point) by using the word “support.” Support is just one of the themes carried throughout the piece, with terms like “people like us,” “supportive,” “community,” and “together.”

Empathy is used to draw the reader in with phrases like “I feel your pain, friend,” and “I get the overwhelm.” This creates a personal connection with the reader, who will feel like, “she gets me!” and help develop trust, making it easier for them to make the decision to purchase the course.

One point that the client wanted to drive home was that social media alone is not the answer—the entrepreneurs need a website to achieve the most success. This was not the primary message of the piece, but it was important, so I dedicated one of the three points in “What You’ll Get Out Of This Course” to the topic. This solidifies a need for the service in the potential customer’s mind.

The Strategy

This project was for a course creator targeting small business owners. The audience is not experienced in writing compelling website copy, so the goal was to get them to sign up for a course that would teach them how, as well as offer bonuses like an online community and coaching. The result: their businesses will be set up to grow quickly so they can keep doing what they love.

A key pain point the client wanted to hit was feeling isolated, as that can impede growth. Cost savings, urgency, and doing what they love were also key to the client’s message.

The Project

Kate, Course Creator (spec)

Sales Page

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