Working Against Gravity
Role: Lead creative, project management and copywriter for a variety of projects, including: webinars, websites, email campaigns and product descriptions.
WAG founders Michael and Adee Cazayoux reached out with a very specific ask: “We want you to help us build WAG’s internal marketing campaigns for current and alumni members interested in a new Coach Certification Program, and we want to create a 2-3 hour webinar where we teach some of the ways people fail on diets, how we’ve found success with our athletes and clients, and then offer participants our one-on-one coaching service.”
My Objectives
Project #1 — Rewrite website landing page, update lead capture and sales funnel, create offer page with product listings / copy, consider UX / buy path and reduce steps by combining unnecessary extras into a single call to action.
Project #2 — Write comprehensive internal and public launch campaign (usable for future evergreen / automation marketing).
Project #3 — Build a specific framework for WAG live webinar, including a bullet-pointed outline/template to follow, heavy on value. Consult and write copy for a 2-3 hour webinar intended to teach some of the ways people fail on diets, how WAG found success with our athletes and clients, and then selling people on our one-on-one coaching service.
My Goals
Project #1 - Deliverables:
Persuasive copy for landing / sales / join page, including
new layout
headers and services
research and testimonials
endorsements
features
pricing
a linear, easy-to-follow, narrative path for increased customer conversions
Project #2 - Deliverables:
Landing Page / Lead Capture
Offer Page / Product Listings
Email campaign for internal list and future evergreen launches / automation campaigns
Framework for live webinar, including bullet-pointed outline/template to follow, heavy on value moving people toward eventual end of broadcast pitch
Project #3 - Deliverables:
Landing page and waitlist page copy
Prelaunch, Launch and Post-Launch Campaign based around limited member availability and time restraints
Facebook ad copy
After a successful collaboration, WAG hired us again for help with new web content and the development of a brand new web-copy overhaul.
I rewrote the website’s landing page, considering UX and buy paths, and reduced the steps in their current model by combining unnecessary extras into a single call to action.
I delivered persuasive copy for a landing / sales / join page, including new layout recommendations, headers and services, research and testimonials, endorsements, features, pricing and a linear, easy-to-follow, narrative path for increased customer conversions.