Case Study

How Ekaterina Howard helped Elena’s Language Services validate ideas for new courses, promote them, and improve sales copy messaging


Slightly over-the-top obsessive about customer research, I focus on the following types of copy:

  • website copy: sales pages, landing pages, home & about pages

  • emails: launch sequences, onboarding sequences.

Each of the projects I work on consists of 3 elements:

  1. Research

  2. Strategy

  3. Writing

Samples below are listed in the same order.


This is the first step for any project. From voice of customer to competitor research, this is how I find the right words for the right customers.

This is the first step for any project. From voice of customer to competitor research, this is how I find the right words for the right customers.

 

From voice of customer to competitor research, this is how I find the right words for the right customers.

Messaging comparison: who gets to work in a Russian barbershop?

In honor of International Women’s Day, I looked into the convoluted messaging on Russian barbershop websites & how it is shaped by gender norms & attitudes in modern Russia.

TL;DR

  • exclusivity sells (no surprises here)

  • conversations around products and services can be (and are) shaped by the attitudes of the target audience & society in general (which explains why female empowerment campaigns tend to flop in Russia)

  • when taking a stand against prevailing attitudes fails, you can adapt the narrative for your goals (e.g. “gentle and caring hands of female barbers”).

Freelance translators: we have a positioning problem

This newsletter outlines the challenges of conflicting narratives in the translation industry and the ways in which (some) translators are weakening their positioning with the “hire me, I’m cheap” message.

TL;DR

  • know where your target audience is gathering information about working with your industry

  • address common objections in your copy

  • understand what matters to your ideal clients and focus on that.

 
 
Each piece of copy has a job to do: get a social media user to click on a button, get a website visitor to subscribe, get a subscriber to buy, or get a buyer to leave a product review.  All of the small actions should be aligned with the primary business goal & work together within your funnel.  This is how I approach the strategic part of the task.

Each piece of copy has a job to do.

All of the small actions should be aligned with the primary business goal and work together within your funnel.

This is how I approach the strategic part of the task.

How to make sure you're getting peak performance from your lead magnet funnel, every step of the way

In this post, I identify missed opportunities to strengthen the positioning of a lead magnet, establish authority and capitalize on promotion opportunities in the lead magnet copy.

TL;DR:

  • make it easy for your ideal audience to subscribe – your social media links should lead to the landing page, not to the homepage

  • be clear on your goals for each step of the funnel

  • don’t forget to utilize hidden opportunities to learn more about your audience at each of those steps (such as a thank-you page)

  • speak to your ideal audience’s aspirations and/or their pain points, using specific phrases (for example, from your VOC research)

  • unless your audience knows you and trusts you, add social proof and any other proof points that will convince your ideal buyers to click through, sign up, and stay on your list.

 
Work samples: website & email copy, Ekaterina Howard
 

The final piece of the copy puzzle: the writing.

Some of my writing samples below.

Copy makeover. Email and pop-up copy: giving your readers a reason to click

It might be tempting to just say “Hey, I wrote the thing!” and leave it at that. In this post, I suggest some ways to make a pop-up lead magnet and an email announcement more appealing to its readership – leading to more engagement (and, ideally, clients).

Advanced Course Sign-Up Page: Elena’s Language Services

This course is the most popular offering for Elena’s Language services. The copy has been updated based on customer interviews with past participants.

 

Like what you've seen so far?