Professional, polished, personable
Shauna ColeStrategic Branded Website & Sales Copy
big personality, big brand voice
Copy to attract ideal customers, drive sales & establish credibility.
Shauna Cole is an HR consultant and coach with a distinct voice, perspective and offerings, including diversity-focused training, one-on-one job coaching and public speaking on Black Lives Matter.
She brings a delightfully contemporary vibe to a traditionally buttoned-up industry, using both her experience in the corporate world and life experience as a biracial person to offer a modern and timely alternative for HR coaching and consulting.
Articulating Business & Personal Values in One Brand
The Challenge
Shauna wanted to attract new customers to Career Interrupted, her online digital shop with resources to overcome bias in the job hunt. It also had to drive client bookings to her one-on-one coaching services on her primary website. It was essential to Shauna to avoid a generic “girl boss” tone. Instead, she wanted copy that felt true to her personality.
The copy had to articulate both her personal values and the value of her services under a single, unified brand voice speaking to her target audience of racialized job-seekers.
Best of all? It had to be a wee bit fun.
The Solution
Aiming for big personality and catchy phrasing, I drew on Shauna’s unique experiences and tastes. During the discovery phase of our process she provided a list of words, ideas and elements that felt authentic. This list and a couple of deep-dive interviews led to the voice-rich copy that sets her sites apart.
Her new websites establish her brand voice and taglines for use across her marketing and social media. The snappy copy balances professionalism and personality, mixing references to 90s R&B, tap dancing, and family life with Shauna’s impressive credentials. Meanwhile, her sales page for Career Interrupted speaks directly to its customer base.
Shauna and I had several deep-dive calls during our project, helping me bring her life experiences and personality into her brand voice. With Zoom recordings full of information, I was able to gather inspiration from what really excites her about her profession and clients.
Our fruitful research and discovery phase led to a smooth writing process, with only minimal edits required to get from first to finished draft. The result? A strong, snappy brand voice that sounds just like Shauna. Check it out in all its glory on her primary website and Career Interrupted.
"Kate delivered copy that sounds just like me. "
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