A landing page rewrite, automated delivery email, and promotional email written for Marie Forleo’s lead magnet opt-in funnel — focused on capturing Marie’s voice and lifting conversion.
Client:
Marie Forleo
Date:
2023
The Challenge
This was a paid project for Marie Forleo Int., scoped as three small but high-stakes assignments inside an established brand machine. The deliverables were tactical (a landing page rewrite, an updated automated email, and a promotional email for an episode of MarieTV), but the bar was high. Marie Forleo’s voice is one of the most recognizable in the online business space, and the work needed to read seamlessly as hers, not as a copywriter’s interpretation of her. There was no room for “close enough.” The copy had to sound like it could go live on her platform without anyone noticing it had been written by someone else.
The Approach
Voice was the central design constraint, so the work began by deeply studying Marie’s existing copy across her site, emails, and YouTube channel to internalize the rhythm, vocabulary, and tonal range that defines her brand. Each of the three deliverables was approached as an opportunity to demonstrate voice fidelity at a different content type: a landing page that needed to convert without losing warmth, an automated welcome email that needed to feel personal at scale, and a promo email that needed to drive a click without sounding salesy in a brand built on generosity. Conversion principles were applied throughout, but the bigger discipline was restraint, knowing when to write less, lean on Marie’s signature phrasing, and let the brand’s existing trust do some of the persuasive work.
The Result
The deliverables were submitted as part of a paid copywriting test for Marie Forleo Int., demonstrating the ability to drop into a high-recognition brand voice and produce work that holds the line on quality without requiring extensive direction. For copywriters, the hardest skill to demonstrate isn’t writing in your own voice. It’s writing convincingly in someone else’s, and that’s the skill this project tested.
This project demonstrated something I bring to established brands: the ability to study a voice carefully enough to write inside of it, so the work integrates seamlessly with copy a brand has already built rather than competing with it.
Katharine Everett 