Les Moyes — Clarity & Conversion
Copywriter + Messaging Consultant for Health Tech
Challenge: “Templates” felt dry and functional — not urgent or transformational.
Approach: Empathetic opening → blueprint framing → urgency & price anchoring.
Result: Positioned as a shortcut to confidence & growth (not “more paperwork”).
Challenge: Abstract “financial literacy” didn’t move parents to act.
Approach: Story-led hook → “stop the cycle of money mistakes” positioning.
Result: Emotional urgency + clear benefits that parents relate to.
Challenge: Offer felt generic.
Approach: Empathetic storytelling + before/after transformation.
Result: Personal solution with brand-safe persuasion.