As a former teacher, Lou is especially passionate about helping children to progress and find their way in life. But her inability to articulate what she does and how she does it was holding her back.

She was struggling with marketing and getting her message “out there”.

This was exacerbated by the fact that the approach she has developed is an alternative to more mainstream attempts to help children and adults who are struggling to read and write. As a result, Lou always felt she had to explain upfront how and why her methods work. But that left her getting tied up in the detail – potentially confusing, overwhelming and maybe even putting off potential clients at the very first point of contact.

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Reassurance and a revelation

Knowing that she needed help to move her business forward, Lou booked a Discovery Call with me after deciding she needed to “be brave, ask for help, and see if you felt like the right person to provide that help for me”.

That initial 30-minute conversation was a turning point for Lou: “You were really easy to talk to and I loved all your ideas and insights. I felt a real weight lifting off my shoulders even in that first call – and the fact that you were happy to write sales page for me was just brilliant!”

It was during that Discovery Call that I suggested approaching her problem from a different angle…

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Let’s talk about the transformation…

To help Lou effectively capture the attention of the people she is confident she can help, I knew we had to step away from jumping straight into the ‘how’ and focus instead on the ‘what’.

So I explained the thinking behind this in a follow-up call and talked her through how we could focus all her marketing messages on something far more exciting and instantly attention-grabbing: the transformation.

The way Lou works with children, in particular, is wonderful: she’s kind, understanding, gently encouraging and fun to spend time with. And the results she achieves are nothing short of amazing.

When Lou casually mentioned to me how some parents describe the outcomes as “like magic”, it was the trigger for a complete transformation of Lou’s messaging – and her positioning too…

To replace her standard ‘dyslexia expert’ tag, I devised a far more eye-catching positioning line:

Making “magic” happen for dyslexic readers and spellers

I knew this would help Lou stand out – while also conveying the power of the transformation she helps her clients achieve.

She loved it instantly, and immediately understood how it could help her better promote her expertise.

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Lou had initially been looking for some help to write the sales page for her Breakthrough Dyslexia programme. She’d drafted it herself, but had got lost in the detail and knew it was neither clear nor compelling. Within a couple of hours, I’d whipped it into much better shape.

However, as part of that work, I’d also suggested changing the way Lou positions herself. This not only transformed the whole look and feel of the resulting sales page, but also opened Lou’s eyes to the potential of the new positioning…

I suggested she update her LinkedIn headline using the new positioning line. This simple change instantly gave her a boost, as the new positioning was visible below her name on every comment she made, as well as on her own posts.

The natural next step was to update Lou’s LinkedIn profile. This work would align the copy I’d created for the revamped sale page with the new positioning, and introduce elements of Lou’s personality as well as more impact on that overview. The new copy transformed the way Lou presents herself, and she was keen to get my help with other projects too.

We subsequently gave the About page of her website a full makeover, amended the way her name appears on Zoom calls, created and refined a series of social posts, and worked together to devise the concept and script for an animated whiteboard video that now provides an easy-to-understand explanation of how she works and how that helps the children she works with.

In the course of this work, I also created an additional supporting positioning line that Lou can use to help promote her business and the results she delivers for her clients:

The difference that makes a difference

This tagline again helps position Lou as a proven expert, offering an alternative approach that works.

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Dramatic results and rewarding experiences all round

Using the direct parental feedback “It’s like magic!” as the essence for all of Lou’s new positioning and marketing gives a powerful feel to all of her messages – and creates clear stand-out.

Her core positioning – Making “magic” happen for dyslexic readers and spellers – offers a sense of intrigue and promise, while also providing all-important social proof. It’s memorable and persuasive (the FOMO associated with not booking a free exploratory call is a strong motivator). And it’s generated a lot more attention for her on LinkedIn.

Reaching out to me for help with copywriting for a simple sales page has resulted in a dramatic change of positioning for Lou – one that she’s now very happy to present to audiences far and wide.

She’s since had the confidence to pitch ideas to specialist magazines and been asked to submit articles. And even appeared as a guest on her first podcast as a result of someone seeing her new headline on LinkedIn and saying they felt they had to invite her to speak to listeners of the show so they could learn more.

“I’m far bolder now! I thought working with you would ‘just’ save me time and stress,” says Lou. “But you’ve helped me adopt a completely different approach, given me tons of ideas pretty much every time we speak, and given me the confidence that I can now make it all work for myself now too…

“I’m over the moon. Working with you has been a great investment. I’m so busy now – it’s been brilliant!”

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