Client Challenge:

Twyla Adkins runs a project management agency for successful business people who have super-sized projects coming up and need support. She wanted to appeal to a client base who already had the drive and vision to take on the next big thing, but were missing the professional power-up to take them there. It was crucial her website reflected the values of her target demographic, effusing a powerful, bold business ethos: harder, better, faster, stronger. Twyla hired me to write copy that could shine with the same polished level of excellence that she promised to her ambitious clients.

My Solution:

In order to inspire enterprising individuals to place their trust in Twyla as the manager of their high-stakes business ventures, my messaging needed to establish her credibility as a person first, and her effectiveness as an agency second. Twyla and I agreed that her family’s painful medical journey—her own diagnosis of multiple sclerosis, and her sister’s diagnosis with terminal cancer—was a crucial life chapter to own on her website bio. Twyla’s resilience through these events gave her the drive to pursue her dreams, as she learned all too well that life is short. For this reason, I highlighted her tenacity both personally and professionally in her About page, making sure to also underscore her experience at Global Fortune 500 companies and her official certification as a Project Management Professional. Once I established Twyla’s trustworthiness as a professional with character, grit, and experience, I laid out her strategies for executing her vision in nitty-gritty detail. The Adkins Agency Framework section of the site outlines her fail-safe plan for any business venture. Spoiler alert: it Starts with Excellence, and it Ends with Excellence, too…much like the website’s copy!

Tone of Voice

• Sleek
• Bold
• Enterprising

Notable Lines: