LinkedIn, brochure and web copy for a mental health trainer
Achieving mental wellbeing… on a grand scale We’re living at a time when mental health and wellbeing are constantly challenged by the pressures of day-to-day life – in a world where conflict is rife, the economy is unstable and climate change threatens our very existence. It’s no wonder mental illness is dramatically on the rise. Your staff know how to keep themselves physically well: healthy eating, regular exercise, plentiful sleep. But do they know how to keep themselves mentally well? Businesses that don’t care for their staff experience significantly more absenteeism and presenteeism, and less loyalty and productivity. The good news is, 83 per cent of global businesses now have a wellbeing strategy* (up 25 per cent since 2020). It’s a step in the right direction – but it’s not enough. That’s what I’m here for.
About the project
THE CLIENT: Insight2 Mental Health
Founded in 2020 by Jo Wood, Insight2 Mental Health offers powerful wellness, suicide prevention and menopause training and therapy.
It exists to help companies and individuals embrace wellbeing – creating a happier, healthier workforce and greater business success.
Based on Jo’s 30-year HR career and lived experience of burnout, Insight2 Mental Health has a fundamental belief at heart: that when it comes to mental health, prevention is always better than cure.
THE NEED
Jo wanted to raise awareness of her services, grow her audience and convince more businesses of the benefits of embracing mental health and creating a culture of care.
In short – they need her services!
Insight2 Mental Health had grown so much in the past five years that Jo’s website and marketing had fallen behind and weren’t working hard enough to attract the right clients.
It was time for the brand to reflect the success of the business.
With a website in desperate need of updating, and a web developer booked and ready to roll, all that was missing was clear, compelling and convincing website copy!
Social media matters
Jo also needed to update an outdated leaflet and give some love to her LinkedIn profile (which was missing an ABOUT section) and company page.
Her LinkedIn profile, in particular, had the potential to be a strong source of leads, but Jo had always been too busy delivering training to give it the care it deserved.
And with post tags from happy trainees attracting attention, any potential clients landing on her profile and wanting to know more would have found it lacking.
She wanted to develop a relationship with a copywriter who she could work with on an ongoing basis, to support her business – freeing her up to focus on the training and therapy she loves.
THE SOLUTION
Jo already knew working with me would help her attract and support more dream clients – businesses with a genuine commitment to employee wellbeing.
We’d been connected on social media for many years, and she knew I would be the perfect fit for her business.
(As well as helping businesses stand out through clever copy for 25 years, I’m a mental health first aider and advocate, I champion freelancer mental health through my bestselling guide to self-employment and made the shortlist for IPSE mental health freelancer of the year.)
Jo got in touch when she found herself with time set aside to write fresh copy for her new website… but found her creative juices weren’t flowing. In her own words, “I need a bit of va va voom, Sarah – my draft is better suited for a board report than a website!”.
We hopped on a discovery call and instantly clicked.
She’s worked with some household name clients, so we talked about contacting them for testimonials, as social proof is powerfully compelling.
I quoted for three copywriting jobs: new website copy, refreshed leaflet copy and a new LinkedIn profile/company page – and started work on all three the following week.
THE RESULTS
In Jo’s own words, “I LOVE LOVE LOVE my new website copy! Thank you so much for bringing me and my business to life through words”.
She signed off all her new copy with barely any tweaks, and I walked her through uploading her new LinkedIn profile and company page on a Zoom call.
The new Insight2 Mental Health website and leaflet will launch soon, while Jo’s new LinkedIn profile is already attracting more valuable connections and engagement.
We already have plans to work together on a new brochure, as well as ongoing support with ad hoc communications and marketing.
Here’s what Jo said about working with me.
IN THE CLIENT’S WORDS…
“This is one of the easiest recommendations I have ever provided as Sarah is an absolute delight to work with! Over the past five years, my mental health training and therapy business has grown significantly, however, this has impacted on my ability to keep my website content and other marketing material up-to-date to reflect my expanding services.
“After acknowledging that I never seemed to find the time to focus on the way my business was coming across to current and future clients, I decided it was time to appoint the services of an experienced copywriter. I had been connected with Sarah on LinkedIn for a few years, who wrote books and articles that I really enjoyed reading, so she seemed to be the ideal fit for me. What a great decision it has turned out to be!
“Sarah has the amazing ability to understand the passion I have for my business and translate this into words (as well as being super friendly and efficient).
“As a small business owner, I’ve learnt that you can’t excel at everything. Using Sarah to support me with revising my business marketing material has been a brilliant move… I just need to find more excuses to continue working with her!”
Jo Wood
Trainer, therapist and founder
Insight2 Mental Health
