Professional Speaker | Specializes in health, wellness and motivational workplace speaking
PROJECT SCOPE: Michelle Cederberg approached Melanie (through PibworthPS) to see if she could identify any hidden opportunities to improve the effectiveness of her online copy, to increase bookings and paid speaking opportunities.
Melanie and Michelle worked together over the course of a 3 weeks to update the Core Messaging and Signature Keynote outlines on her website; helping to reposition her more competitively (and valuably) in the market by focusing on HIGHLIGHTING KEY OUTCOMES for her audience, and key stakeholders.
[!] My role was to provide copywriting, branding/positioning strategy and UI/UX direction (samples provided below). I have included screenshot directly below with examples of areas on her site I was responsible for creating (writing, designing , developing).
KEY VALUE ADDED,:
While working together Michelle was very open to hearing different perspectives on how her expertise could be seen, and valued —which allowed us to shift the way she was presenting "the problem vs the solution" in her key messaging towards outcome based goals.
We repositioned her expertise and signature topics to appeal more to a particular sub-audience ("niching down") who's personality and workplace attitudes were significantly more likely to invest in her on a recurring basis, versus those who were seeking a generalized 'motivational speaker'.
In addition to my Copywriting skills, Michelle knew I had Graphic Design and Web Development experience; so when she asked I could make the necessary UI/UX and Copywriting updates directly to her Wordpress Website I was happy to say yes. Samples of these updates are included in the pictures above.
MY ROLE: B2B COPYWRITING, WIREFRAMES & UI/UX DESIGN
As the Lead Copywriter and UX/Design Strategist on their team it was my responsibility to:
Interview client
Conduct market research
Write Compelling Website Content [View Samples]
Provide Creative Direction, where applicable.
Write Marketing Materials (Emails, PDF Downloads)
Please note, for privacy purposes I can only share the Professional Biography I helped Michelle update. Our scope of work otherwise included: Copywriting for (5) webpages, and an 8-part Email Sequence.
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