A case study in narrative-driven sales copy
Who was the productivity coach looking for a copywriter for coaches?
Meet Polina from Monthly Method, a brilliant product manager who developed an Agile-inspired framework that helps small business owners, entrepreneurs, and creators move through overwhelm and actually achieve their goals.
After seeing her framework work wonders in one-on-one coaching and through her blog, Polina launched a private membership called the Focus Room to scale her impact. She had the expertise, the proven framework, and newsletter subscribers ready to buy.
But her landing page was speaking the wrong language entirely.
Why did Polina need a copywriter for coaches?
Polina’s landing page wasn’t resonating with her audience because she was writing in product management speak: Agile methodologies, Scrum Boards, sprint planning.
She was explaining her framework as if everyone understood as much about productivity systems as she did.
Her ideal clients weren’t Googling “Agile frameworks for entrepreneurs.” They were up at 2am thinking: “Why can’t I move forward?
They wanted to reduce overwhelm. Remove distractions. Finally feel like they achieved something at the end of the day/week/month. Her tools absolutely solved those things, but you’d never know it from her landing page.
The breaking point came when Polina did the math on her time. She could spend the next several years becoming a copywriting and sales expert… or she could invest in a copywriter who’d already put in that work and focus on what she actually wanted to master: teaching complex frameworks in simple ways.
As she put it: “I am not investing my limited time on this earth in becoming good at copywriting.”
She needed a copywriter for coaches who could take her brilliance and translate it into words that made her ideal clients think: “This is exactly what I need right now.”
It was the biggest investment she’d made in her part-time coaching business to date. But trying to DIY it would have cost her months of her life.
How did I support Polina as her copywriter for coaches?
The Narrative Approach: Every Great Landing Page Tells a Story
Here’s the thing about being a copywriter for coaches: anyone can write pretty sentences but if your copy isn’t telling a story your clients can see themselves in, it’s not going to stick in their mind.
I build narratives around the problem your clients are living with and position your offer as the natural next step in their story.
For Polina, the story was hiding in plain sight. Her entire method was about simplifying, stripping away distractions, and creating clarity so her clients could actually move forward. And her ideal clients were drowning in chaos—small fires everywhere, constant confusion, stuck in overwhelm.
The narrative practically wrote itself: Your life feels like controlled chaos. You’ve tried different productivity systems, but they just add more complexity. You don’t need another framework to learn. You need someone to help you simplify so you can finally move forward.
The Research Process: Going Deep Before Writing a Single Word
My process as a copywriter for coaches isn’t built on guesswork; I go through an extensive research process before I write a single word.
Here’s what research looked like for Polina’s project:
- The client interview: Deep conversations with Polina about her framework, her philosophy, and how she naturally talks about her work
- Testimonial mining: I studied testimonials from her past clients to find patterns in their exact words and recurring pain points
- Market research: I went where her ideal clients hang out (Google, Reddit forums, online communities) to hear how they described their problems in their own words
- Voice of customer research: Additional VOC work to verify everything and find the phrases that would make people stop scrolling
- Pattern recognition: I pulled from my own experience working with similar audiences to spot what would land
Through this research, I uncovered the story her clients were already living and showed them how her Focus Room membership was the solution they’d been looking for.
The Unexpected Breakthrough: Finally Choosing Her People
Something wonderful happened during our work together that Polina wasn’t expecting: she finally figured out who she actually wanted to serve.
For years, she’d been paralyzed by possibility. Her framework worked for everyone—corporate employees, parents, students. She had proof. So how could she possibly choose just one group?
But here’s what changed everything. In our one-to-one strategy session, I asked her two simple questions:
“Who gets the best results from your membership?”
“Who do you enjoy working with most?”
The answer came immediately: Small business owners, entrepreneurs, and creators. That’s where she had the deepest toolkit, the best examples, the most frameworks. That’s where she could create the biggest transformation.
So I completely rewrote her Focus Room landing page to speak directly to them—to their overwhelm, their confusion, their never-ending to-do lists, their feeling of being stuck despite working so hard.
We also renamed her membership from its original name (The Calm Ambition Club) to “Focus Room.” Because that’s what her clients were really buying: focus in the midst of competing priorities.
How did the results stack up?
The Numbers:
- Doubled her membership enrollment on the very first launch after the new copy went live
- Same email list, same audience, completely different results
- Her most successful enrollment since launching the program three years earlier
- Structured her launch email campaign strategically (we overhauled her email approach too)
- Very few edits needed to the final copy—it landed right the first time
The Transformation (The Stuff That Actually Matters):
The numbers are great. But here’s what else changed for Polina:
The people who enrolled were exactly the right people. Perfectly aligned clients who showed up as small business owners, creators, and entrepreneurs doing their own thing.
For the first time, Polina felt genuinely excited to create content for her membership. She finally had her people in the room, and suddenly she had so much to share with them.
She went from being embarrassed to send people to her landing page to confidently sharing it everywhere.
And after years of agonizing over “picking a niche,” she finally had clarity about who she served.
As Polina said: “The copy that she wrote was really good, there were very few minor adjustments that were made. We changed the name of the membership, and the first enrollment that happened after the new copy went live doubled my membership.”
View the live landing page here
Now let’s hear from Polina:
“When I was trying to grow the membership, I was trying to explain things in very technical terms, as if I was talking to another product manager, as if people knew what Agile is, as if people were as excited about Scrum Board as I was. Sheryl helped me realize that people actually are looking for other things, like reducing overwhelm, getting clarity on what they want to work on, removing any confusion they might feel, getting unstuck. That’s the things people care about, not the things that I was trying to tell them. My tools help them solve for those things, but I shouldn’t be writing about them on my sales page.”
“It was probably the biggest investment I’ve done in this part-time business of mine to this date. What helped me to make this investment was that I was thinking that I will either have to become a sales expert, a copywriting expert, and I have to invest years into learning this knowledge, and I don’t have time to do that. I had to pick what I want to be good at… I picked to become good at teaching, becoming good at explaining difficult frameworks, becoming good at helping people apply those abstract frameworks into their own lives.”
“What was the most interesting and unexpected side effect from working with Cheryl was that she helped me actually pick the person I want to help. I’ve been struggling with this thing… I thought that if the framework is helpful for everyone, then I should work with anyone who is willing to work with me. But then Sheryl asked me this question, she was like, but who do you enjoy working the most? Then another question, who do you think you can help the most? That was such an aha moment for me.”
“She wrote a copy for my sales page that was so tailored towards small business owners, entrepreneurs, creators, the type of problems that they face, a lot of overwhelm, confusion, small fires burning all the time, and being stuck. So the copy that she wrote was really good, there were very few minor adjustments that were made.”
“The first enrollment that happened after the new copy went live doubled my membership. But what’s more important to me is the type of people that came on board. They were so aligned with the perfect client that we picked when discussing the sales copy. They were small business owners, creators, entrepreneurs, people who are doing their own thing. And as a result, I felt like I could share the tools that I have in my own toolkit. I felt a lot more inspired to post content inside the membership. I felt like I have so much to share.”
“I am very grateful for the service that I’ve received. It really exceeded my expectations. Thank you, Cheryl.”
Ready to create a landing page that brings in the exact right clients for your coaching offer?
If you’re a coach, personal brand, or online expert, who knows your framework works but your landing page isn’t converting the way you’d hoped, let’s talk. As a copywriter for coaches, I specialize in writing sales copy that positions your offer as the natural solution to your clients’ problems.
