Why Me?

Challenge

• The weight management arena is over-inundated with marketing hype around a very difficult and challenging topic.
• Existing approaches come up short in helping people find a way to enjoy the experience… in fact, to find joy in the experience.
• Lucy wanted to show how her personal journey — along with many years of complementary expertise as a teacher, lecturer, advocate, and mentor — allowed her the perspective to empathize with clients on their real-life journey.

How could we explain her unique approach to potential clients, while setting realistic expectations around the challenging long-term work ahead for them?

Solution

Our focus:

• Clarify how her perspective was unlike any approach currently on the market, and why this is relevant to potential clients.
• Highlight her advantages: shared partnership, bold redefinition of perspective, enjoyment of the process, and working with a trusted advisor.
• Emphasize her approach to helping clients find joy in the context of the serious work they would commit to in achieving their weight management goals.
• Showcase her past history in complementary fields of health and lifestyle management, and how they supported this new service.
• Re-frame these advantages as meaningful benefits which are crucial to clients’ achievement of goals, sustained success, and positive self-image.

Results

“I’ve gotten so much out of this! The discussion has been as helpful about next steps in general as it has been about the specifics of my new site.”

• We created a better understanding of her target audience.
• We fine-tuned messaging directly addressing client concerns.
• We solidified the communication plan for the new messaging.
• We further clarified how her business and process would work.
• We developed of content for her new website, including About page, Frequently Asked Questions, and service description.

Challenge

• Typical resumés focus on a reverse chronological listing of past positions and her most recent positions ended years before.
• Barb needed a resumé highlighting her skills and experience, while minimizing a purposeful several-year employment gap.
• She wanted to highlight her exceptional organizational and management skills leading to past project successes — even though the most recent successes were volunteer work.

How could we focus on her skills and accomplishments, while minimizing her intentional gap in employment?

Solution

We were under the gun to deliver immediately, and skipped the typical written communication path used to gather and assemble information, working extensively by phone and Zoom.

Our focus:

• Clarify the traits, skills, and approach that made her a standout in all positions, whether paid or volunteer.
• Highlight proven leadership in both operational management and team-building.
• Emphasize skills in developing and overseeing complex assignments.
• Showcase her unique intensity, her goal-oriented, ambitious, and hard-working approach, and her motivational, energetic, and passionate leadership style
• Re-frame specific examples demonstrating direct benefits to employers and nonprofit leaders.

While former positions and dates were listed at the end of the resumé, the focus was on results and accomplishments, not tied to specific timeframes.

Results

“Proud to partner with you and have you as a guide — and a gift for you to take over 20 years, and in 24 hours, bring it into immediate play.”

• We crafted an entirely new resumé, which was in the hands of hiring managers just 24 hours later.
• We set up a new LinkedIn profile, matching the new resumé format.

Challenge

• Following a multi-decade career as a registered nurse, Kelly moved to lifestyle coaching, and didn’t want to present as a current medical professional giving medical advice.
• She did want to show how her past experience informed her coaching approach, coupled with her long-practiced holistic view of effective lifestyle change.

How could we highlight her background and experience, without confusing her former and current roles, to properly set expectations of what working with her would be like?

Solution

Our focus:

• Clarify messaging to show how her extensive work experience and best-in-class coaching certification made her an exceptional fit for others seeking a more healthful and balanced lifestyle.
• Highlight her approach to creating a personalized, unique health and wellness vision.
• Emphasize her methodology to collaborate in creating a customized roadmap encompassing both short- and long-term goals.
• Showcase her advantages: extensive relevant experience, customization far beyond a “one-size-fits-all” approach, fostering of skills to self-coach and sustain change, and her role as a source of usable + trusted information.
• Re-frame these advantages as meaningful benefits for her clients.

Results

“Partnering with Lisa in this creative process resulted in great content for my website with the unexpected bonus of making me more comfortable talking to others about who I am and what I do.”

• We fine-tuned her messaging to be consistent across all pages of her website.
• We crafted a compelling About page far beyond a laundry list of chronological achievements, with a focus on highlighting benefits to clients, supported by social proof, and a deeply personal perspective on her approach to health and wellness.
• We defined several relevant FAQs digging deep into her approach, and how it facilitates client success.
• We created several focused case studies showing her work in action, demonstrating concrete results and benefits to clients.