Your ideal client thinks you're probably full of shit. Prove them wrong.
It's late. Your buyer is alone. They've got their card in their hand, doing that thing where they talk themselves out of it at the last second.
Because they've been here before. They bought the thing. They did the work. They got the workbook, the stacked bonuses, and the "community" that was just a Facebook group where the coach posted motivational quotes on Mondays and then fucked off for six weeks.
And it didn't work. And they blamed themselves. And then they came back to the internet, older, more suspicious, and with significantly less disposable income, and now they're reading YOUR stuff with one eyebrow permanently raised and the refund policy open in another tab.
These are not difficult people. They are not "bad fit" clients. They are smart people who learned the hard way that most of what gets sold online is beautifully packaged disappointment with a verified Instagram tick and a rented Lamborghini.
And your copy - lovely, well-meaning, professionally written, following all the rules someone charged you four figures to learn - lands in their feed looking exactly like everything that's ever let them down.
Other copywriters were taught to write for a buyer who doesn't exist anymore. The optimistic one. The impulse buyer. The person who sees a countdown timer and panics into purchasing.
Your buyer was never that easy. You've just been writing like they were.
Your buyer has done their research. They've read your about page, your testimonials, and that post you wrote in 2023 that you thought nobody remembered. They've googled you. They've looked at who follows you. They've read the comments on your last launch post looking for cracks.
They are not being paranoid. They are being sensible. Because the last three people they paid were also very convincing.
You might have no idea who they are. But they know everything about you.
Still think the problem is your hook?
Here's what's actually happening.
They don't need more information. They need to feel something they haven't ever felt from anyone else in your space: that you actually understand them. Not the "ideal client avatar" you built from a Facebook poll. The actual person. The one who's spent money and got burned and come back and is still here, still trying, still hoping someone is going to be worth it this time.
That person is reading your words right now and asking one question: "is this the one?"
Your copy needs to answer "yes" before they've even consciously asked it.
That's what I do.
I get inside the head of your buyer - the real one, the suspicious one, the one with the refund policy open in another tab - and I write copy so specific to your buyer that reading it feels like being caught doing something they shouldn't.
When you work with me, I sit in your words until I can really hear you. Then I write copy that sounds so much like you that you'll wonder why you ever let anyone else near it.
My clients have done a £53k launch, a $250k launch in five days, a conversion rate that went from 0.8% to 7.2% - nine times higher, same offer, same audience, same price. I just fixed the words.
More importantly, they don’t feel like they’ve had to perform a personality to get there.
I also run FEARLESS - a 16 week programme for coaches and service providers who want to create distinctive content that converts without turning themselves into a ✨ LinkedIn Thought Leader. ✨
I also wrote Fearless Words. It hit #1 in six categories on Amazon (self employment, small business, marketing & sales, among others) and cracked the top 1,000 across the whole books catalogue. Apparently I have things to say.
Your next client is already watching you. They're so close. Your copy is the only thing in the way.
I write emails too. Good ones.
Weekly-ish. Copywriting tips, brand voice strategies, and the stuff I'm noticing in the market right now. Plus the occasional rant (or a photo of my cat).
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