It’s all about acquiring a client by capturing their world.
Turn Prospect into Client
Patient Acquisition System
A doctor wanted to use Facebook to get more patients, but he had no way to turn prospects into patients.
Brief
Create Meta ads for a local business and a support system to capture contact information and follow up with prospective leads.
Strategy
- Study Facebook ads for competition (fellow doctors).
- Review doctor testimonials, ratings and reviews
- Mine these plus industry copy, & interviewed doctor for current patient-talked-about differentiators of his practice.
- Create web copy system: landing page, opt-in page, thank you page, and lead generator.
- Set up follow-up text sequence for doctor to convert leads into patient visits.
Execution
- Biggest challenge presented: designing a low-cost temporary funnel to test copy before investment in Meta Ads.
- Second challenge was using client’s business Facebook account to post content and go with the ads that got the most reaction.
- Client didn’t want to invest in social media content marketing to warm audiences with a sense of reciprocation for their attention to these ads.
- Another issue was the free squeeze page’s insistence on double-opt-in before prospective patient data could be recorded.
- Found a workaround because the sign-up was related to text reception, not an email sequence.
- The last issue was immediate PDF delivery upon prospect sign-up. Used Dropbox and created a thank you page for PDF delivery on button click.
Deliverables
- Client has a temporary low-cost funnel to test Meta ad copy before investing in Meta ad spend.
- 8 approved Meta ads with pictures and copy.
- 13-page lead generator, Back Pain Reset Guide.
- Landing page designed with voice-of-customer research guiding copy.
- Squeeze page collects patient contact information.
- Thank you page delivers lead generator immediately.
- Follow SMS text sequence
Results
- Client has an ecosystem/funnel to plug into his Meta ads system when he experiences a future lull in his patient growth.
- The renewable investment of the temporary ecosystem/funnel is less than $20 annually.
Demonstrated Skills
- Systematic design
- Sales positioning
- Voice of Customer Research
- UX web design
- Meta Ad design
- Lead generator creation
- Copywriting with PAS wireframe
- Web-related architecture layout
- SMS texting sequence planning and writing
Convert Website Visitors into Leads
Home page rewrite:
Homepage rewrite so the doctor can attract all four buyer types.
Brief
Compose a hero section that states the problem and solution to spur reflexive, competitive buyers to purchase a copywriting service. Create supporting copy to attract the interest of the other types.
Strategy
- Grab attention with a universal problem doctors face: they’re not trained small business owners.
- Appeal to a pain point of financial insecurity.
- Used PAS (Problem-Agitation-Solution) wireframe to present copy
- Referenced the 10x Page Plan from Copyhackers to double-check the UX layout of the decision-making process.
Execution
- For the hero section, I used a picture of an actual doctor in his office with a patient. The doctor reviewed it to make sure no information in the photo violated HIPAA privacy compliance.
- Used training from 10x Webcopy, along with the 10x page plan, to ensure all buyers have something on the page that attracts them to click.
Deliverables
- Built ideal client voice to reflect within the hero section and home page.
- Filled in researched qualitative copy into Problem Agitation Solution (PAS) wireframe.
- Emphasized a user-generated content feel with real doctor’s office photos for the targeted local audience.
- My chiropractic recovery story framed services as the best solution to their financial insecurity problem.
Demonstrated Skills
- Audience Research
- Customer Interviews
- Messaging Strategy
- UX Web Design
- Sales positioning
- Voice of Customer Research
- Wireframing
- Use of trust signals
Here is more of the copy from that home page.
Increase Inquiries
LinkedIn Profile Rewrite
A revised LinkedIn profile addresses challenges chiropractors face. This reflection of themselves in the copy opens them to think about the trust-based system behind successful digital marketing.
Brief
Rewrite a LinkedIn profile to speak to chiropractors struggling to grow their practices. Position the profile around meeting their specific patient growth challenges after their initial two or more years of operation.
Strategy
- Entered with the pain point heard most: “Nobody taught me how to run a business.”
- Showed them patient acquisition is more than trial and error; there’s a system built on trust.
- Presented copy as listening to their best customers and marketing as best serving their community’s needs.
Execution
- Interviewed new and established chiropractors.
- Sprinkled in language from those conversations throughout the LI profile.
- Rewrote the headline, About section, and supporting copy. Emphasized that their path to business growth comes from creating a specific offer, copy that talks to their ideal prospect, and traffic generation to form a waiting list to sell services to.
Deliverables
- LinkedIn headline
- About section
- Featured section
- Experience section
- Call to action
- Calendly page rewrite
Results
- Created a profile attracting one clear niche with one message.
- Replaced a service-centered profile with one built around the audience’s challenges.
- 8 new followers
- 5 accepted connections
Demonstrated Skills
- Audience Research
- Customer Interviews
- Messaging Strategy
- LinkedIn Copywriting
- Sales positioning
- Voice of Customer Research
LinkedIn Social Media Post
A LinkedIn post turned a common pricing problem into a memorable visual analogy, reaching 90% of users outside my network.
Brief
Create a memorable LinkedIn post for the B2B healthcare industry that increased impressions and reach beyond my existing audience.
Strategy
- Opened with a personalized hook.
- Used the image of an ever-turning maze to make a confusing pricing page easy to picture.
- Kept the post shorter than previous posts to improve readability.
- Used a phrase from a former chiropractic client—“microtransactions”—to ground the message in a real business example.
Execution
- Wrote a 19-line LinkedIn post divided into five three-line sections.
- Compared a complicated pricing page to a maze.
- Showed how too many pricing options create confusion for patients.
- Closed with a practical recommendation: simplify the pricing page by putting the primary care option first.
Results
- 573 impressions
- 399 members reached
- 90% of impressions came from outside my network
- 33% of viewers worked in Hospitals and Health Care
- 8% held the title of Chiropractor
Demonstrated skills
- Social Media Copywriting
- Hook Writing
- Storytelling
- Messaging Strategy
- Healthcare Marketing
- LinkedIn specialized writing
Here is more of the copy from that home page.
Generating Leads for Client Business
Landing Page:
Doctor-recommended digital marketing tool #1 to build his business.
Brief
Client didn’t understand that showing a Meta user an ad without a lead capture isn’t efficient.
Strategy
Create a landing page to expand on the Meta ad teaser to Learn More.
Execution Notes
- This landing page became the highest indicator of trust by positioning the doctor as the authority in a 1:1 text conversation.
- Because the target audience was local, we used a functional website design that kept costs very low.
Deliverables
- Patient-focused Hero section
- Specialized offer creation
- Funnel/ecosystem designed
- Landing page copy supports specialized offer
- Personalized PAS copy wireframe with FAQ section
Demonstrated Skills
- Audience Research
- Customer Interviews
- Messaging Strategy
- Conversion copywriting
- Sales positioning
- Voice of Customer Research
- Wireframing
- Funnel/ecosystem design
- Offer creation
- Use of trust signals
See more of this landing page here.
Keeping Leads Warm
Lead Generator Strategy, Design, and Copy
Doctor positioning digital lead generator takes an unexpected turn in its development phase.
Brief
Create a downloadable resource that positions the doctor as the best possible candidate to help a patient alleviate their back pain through a consultation and an office visit for an adjustment.
Strategy
- Create the Back Pain Reset Guide, a 13-page downloadable ebook.
- Instructional and informative, the ebook aims to help prospects avoid back pain by showing them activities such as stretching techniques and practicing proper positioning while walking.
Execution
- As this resource came together, the tone of it shifted away from instructional and drifted toward demonstrative.
- Instead of lots of words for the prospect to read, the resource uses links to YouTube videos that demonstrate proper and improper technique. It became a fix-your-spine, do-it-yourself guide.
- And it positioned visiting the doctor as a shortcut to a patient’s discovery process of finding and relieving their pain faster and more effectively.
Deliverables
- 13-page ebook
- Positions the doctor visit as the best solution to resolve patient back pain.
- PDF legal-researched copy lowers any risk for the doctor offering services.
- Links to social media housed videos to demonstrate patient pain relief and prevention
Demonstrated Skills
- Systematic planning
- Legal-compliance research
- Messaging strategy
- Sales positioning
- Graphic design skills
- Web research
See more of this resource here.
Prelaunch and Launch Emails:
10X email project turns into three separate email sequences and subtly changes the subscriber’s beliefs.
Brief
- Author/podcast host selling book to set up mock life coaching opportunity.
- Coaching offer is free for 15 minutes.
- Life coaching offer comes at the end of the free session.
Strategy
- Plan a tri-segmented email sequence that blends into the ending coaching offer sequence.
- Study the coaching offer so that it appeals to each pain point resolved in the book, No Thanks, I’m Full: Breaking Through Dysfunction and Finding Unconditional Love Along the Way.
- Audit the podcast host/author’s sales, recordings, selling platform’s book reviews, surveys, and interviews.
- Start with pain point (Getting over loss, Breaking Through Dysfunction, Coping with Stress).
- Work backward from resolving it in prospect micro-commitments (belief changes).
- Track moments in her book and insights that helped author move past these issues.
Execution
- Only studied the author’s social media; from this, analyzed reading level, vocabulary and tone.
- Created an email series that plots the change of those misbeliefs and strengthens healthy attitudes for each track.
- It was a challenge to personalize each track while still keeping a basic structure and content for each segment.
- The other challenge was forming a compelling author with a book price point of $28 for hardback.
- The email series positions the book and 1:1 coaching as the best possible solution to prospects’ pain point.
Deliverables
- Planned email sequence from tripwire of $16 (soft cover)/ $28 (hard cover).
- Segmentor email (Subscriber self-selected email track).
- Tri-segmented pain point-related email paths.
- Created offer matched book contents.
- 31 emails in full series.
Demonstrated Skills
- Messaging architecture and strategic planning
- Email copywriting
- Systematic planning
- Offer creation
- Voice of Customer Research
- Critical and analytical thinking
- Editing and Revising
- Social media auditing
- Review mining
(Click here to see the full dysfunctional email track)
Social Media Ad Copy Generated Leads
Social media ads apply user-generated content theory to capture best patient reviews and voices of patients in the industry in their copy.
Brief
Client not getting new leads. Leery of using social media to increase business and still remaining professional in outreach.
Strategy
- Design an ad series on Facebook.
- Expose copy and images on client’s Business Facebook account.
- Images and copy that get the most engagement are slotted into the doctor’s Facebook ad campaign.
Execution Notes
- After the Facebook Ad and social media study, this campaign used images that looked similar to content a user would post on Facebook.
- The ad copy came from actual patient conversations or reviews of the practice.
- If not, they came from people experiencing pain and seeking relief in the chiropractic industry.
Deliverables
- 5 Meta and doctor-approved social media posts
- Tech Neck Screenshot 30 Day Challenge lead generator
- Meta ads designed for client’s 9 practice differentiators.
- Local SEO/GEO optimized ad copy
Demonstrated Skills
- Meta Ad design
- Meta Ad copywriting
- Messaging strategy
- Specialized offer creation
- SEO/GEO keyword research
- Client interviewing
- Lead generator creation
See more client-approved ads and copy here.
Website Visitor Audit:
Marketing audit transferred into a presentation a business owner can use to prioritize improvements.
Brief
The client’s webpage wasn’t keeping visitors long enough to book.
Strategy
- Audit home page to identify possible stumbling blocks to conversion.
- Present findings in an easy-to-read, easy-to-act-upon format.
Execution
- Created a workable form that communicated to the client which areas of the webpage were doing the job and which were not.
- Decided to use the same stoplight categorization that a car mechanic might.
- This form can be modified and adapted for any industry.
Deliverables
- Checked 20-200 user experience items for message and offer clarity and clear call to action.
- Identified stumbling blocks to business growth on their website.
- Created the First Impressions UX 200-20 point website inspection document to expedite auditing process and B2B communication with client.
Demonstrated Skills
- Website auditing
- Voice of Customer Research
- Messaging Strategy
- UX form design
(Medical Industry)
(Communications industry)
About Page
Website About Page leverages a personal story.
Brief
Create an About Page that builds trust.
Strategy
Use storytelling skills to position myself as the best person to write copy for them because I know what their prospects want to see as a current chiropractic patient.
Execution
- Made positioning genuine by reaching out to my former chiropractor.
- Got permission to use his picture and our story.
- The most challenging part of composing the copy was answering the questions, “So what?” and “Prove It?” to test every line of copy for reader value.
- Lots of proof bars evolved.
Deliverables
- Chiropractor-targeted Hero section.
- About page persuasive copy.
- Offer positioned on small business owner pain points.
- Technical writing explained in simple 1-2-3 system.
- Authentic proof bars.
Demonstrated Skills
- Conversion copywriting editing and revising methods
- Wireframing in PAS structure
- Copywriting to attract four buyer types
- Use of trust signals
See more of this about page.
Thank you Page:
Solution to getting right message to right prospect at the right time.
Brief
Need timely delivery of a lead generator to the prospect.
Strategy
- Create a short thank-you page.
- Deliver lead gen via an online platform, Google Drive, Dropbox, etc.
Execution
- For this audience, wanted to stay with content one would see on Facebook.
- Created this quick-read landing page with a photo that shows what you really would get as the download if printed.
Deliverables
- Squeeze page designed to collect prospect data.
- Thank you page created.
- Dropbox-linked doc to deliver PDF while prospects are most interested.
Demonstrated Skills
Funnel design • Messaging strategy • Web research • Audience research • Systematic design • Data collection
Nurturing Leads
Reengagement Emails:
Positioning strategy meets goal setting reengagement follow up.
Brief
Want to know if lead is still warm and prime for new offer.
Strategy
- Warm email.
- Subject: Goal setting for the new year.
- Position the client as acquiring new skill sets to help achieve doctor marketing goals.
Execution
Studied social media feed to personalize emails.
Deliverables
- Reengagement email
- Client research
Demonstrated Skills
Client research • Social media auditing • Email copywriting • Sales positioning
Educational Emails:
Taking data and putting it into patient growth language for a doctor.
Brief
Create an email sequence of short emails the doctor can skim, packed full of valuable information.
Strategy
- Resolve the doctor’s confessed short attention span with email format.
- Write in conversational email tone.
- Use bullet points only when necessary.
- Omit some bullet points to increase engagement.
Execution
- Doctor wanted to see the math.
- Shifted sequence to cover all his questions, one per email.
Deliverables
- Meta ad-related email sequence emerged on FAQs.
- Dissected and presented the Facebook ad study results report.
Demonstrated Skills
Email copywriting • Educational Email Writing • Market research • Conversational writing
See that full email series here.
Welcome Email:
Email sets up subscriber support system and opens door to referrals.
Brief
Download alert triggered by a free lead generator. Want to reach out and offer help without seeming pushy.
Strategy
Welcome email that invites help but is subtle.
Execution
- Acknowledged the subscriber’s entry point in the first sentence.
- Followed with the benefit of their action.
- Last sentence reminder of what they downloaded.
- Added a tagline for close.
- Since it was a marketing blog post, used marketing lingo “conversions, lead magnet”.
Deliverables
- Opening email sequence
- Lead Generators
- Pop-up design and offer-supporting copy
Demonstrated Skills
UX design on pop-up • Email copywriting • Lead generator creation • Audience pain point research
Click more to see this full deliverable.
Thank you Page:
Solution to getting right message to right prospect at the right time.
Brief
Need timely delivery of a lead generator to the prospect.
Strategy
Create a short thank-you page. Deliver lead gen via an online platform, Google Drive, Dropbox, etc.
Execution Notes
For this audience, wanted to stay with content one would see on Facebook. So, I created this quick-read landing page with a photo that shows what you really would get as the download if printed.
Deliverables
- Squeeze page designed to collect prospect data.
- Thank you page created.
- Dropbox-linked doc to deliver PDF while prospects are most interested.
Demonstrated Skills
Funnel design • Messaging strategy • Web research • Audience research • Systematic design • Data collection
Squeeze page leads to thank you page. View thank you page here.
B2C content Marketing for low-level brand awareness clients
Interviewing Clients for corporate strategic storytelling
Interviewing + Business owner about story = Indirect marketing win-win.
Brief
Client wanted a strategically written human-interest story that gave subtle, indirect marketing to a writing company.
Strategy
Set up an interview with the literary company owner. Email interview questions sent ahead of scheduled interview. Take edge of what could be a stressful situation with quick series of emails explaining the process and expectations. Also, inform the owner I may ask questions in the moment.
Execution Notes
Interviewed owner via video platform. Asked questions off script as I discovered more from his answers. I participated as he engaged in a demo of his product. Then, from the interview, wrote the indirect marketing copy. This created a lived-in experience. Used owner quotes when appropriate to move the narrative along and avoid telling by showing the story unfold. This presentation increases reader engagement.
Deliverables:
- Attention-grabbing title.
- Clickable links in copy to increase engagement.
- 1,484 words of strategic storytelling copy.
- Selected pictures from a free picture-hosting platform and from the business owner.
Results
- Client pleased with the story; her editor summed that up with “Overall, great story.”
- The small business owner said of the tale, “Wonderful.”
Demonstrated Skills
Strategic storytelling • Story pitching • Story editing • Story revising • Creation of engaging call-to-action • Writing in brand voice • Interviewing • Chicago style guide compliant writing • Capturing presentation of client style guide in finished piece
This is one of 114 stories I wrote for this client. The client, REV, is in a transition phase, readying for the relaunch of their platform, but I have my copy of this full story here.
Content Marketing Via Article Writing
Getting a personal story repurposed into content marketing opportunity.
Brief
Personalize a how-to post for a Medium publication whose audience is freelance writers following this publication. Give writers something valuable to increase their productivity.
Strategy
Present a personal story. The story had to be emotional to hook audiences. Used the topic of saying goodbye to a lifelong pet. Then, analyzed this tale to find a formulaic storytelling pattern for Chicken Soup for the Soul’s (CSFS) submission pieces.
Execution
As the story took shape, I saw the need for credibility arise. I used citations from HubSpot data to prove this post’s claims and analyzed several CSFS stories to verify the pattern. This needed proof also included literary citations of author Stephen King and Joseph Campbell’s classic storytelling model, the Hero’s Journey.
Results
- 5.2K follower reach on publication
- 471 claps
- 3 comments
Demonstrated Skills
- Content writing
- How-to writing
- Research skills
- Promotional marketing
- Conversational writing
Click here to see more of this article.
Technical Writing copy:
Content marketing piece transforms into a technical writing manual on humor.
Brief
Write a post for a freelancer website with valuable information. Present a highly technical instructional piece in an engaging way. Convince visitors to use the technique with clear explanations.
Strategy
Create post to show freelancers how to include humor in their client’s content for building their audience.
Execution
Research Leigh Anne Jashaway’s post on how to include humor in posts. Reached out to a comedian for permission to use her article for some content and later personalized it with my examples and style. Created a how-to technical writing guide on brand humor in post form. This empowered website visitors (freelancers) to help their brand or clients incorporate humor to boost follower counts.
Deliverables
- Attention-grabbing title
- Clickable links included in copy
- Post still appears on freelancerfaqs.com
Demonstrated Skills
- Content writing
- Blog audience study
- Technique writing
- Pitching story
Click here to read more of this blog post.
Newsletter copy
Corporate newsletter personalized.
Brief
A mock health-industry company wanted content writing to keep leads warm.
Strategy
Created a newsletter that focuses on meditation during National Meditation Month.
Execution Notes
Went with less of an email-style newsletter and more of a magazine style for differentiation.
Added links to deepen content depth and value.
Deliverables
- Two-page newsletter
- Graphic design
- Balanced composition
- Photograph
Demonstrated skills
Photography • Email newsletter copywriting • Content writing
B2C newsletter created for JS Watermarks Company.
