Robert Summa
The Brief
Robert Summa had established himself as the specialist treating executives and C-level leaders with phobia-level fears of public speaking. After getting the business off the ground and establishing a strong base of clients with word-of-mouth success, Bob was ready to sharpen his top-of-funnel connection with prospective clients reached through organic and paid social advertising. His priority was on establishing an introductory email sequence to help convert prospective clients after they take his phobia quiz.
The Approach
After exploring more about the brand, we built some core-level messages and identified the language that best differentiated Bob from public speaking coaches. After all, Bob isn’t a coach. He’s a phobia specialist.
We constructed a strategic flow through the introductory sequence, building credibility and rapport before narrating client successes and illustrating the ease of the whole process. What emerged were six concise emails to share with curious execs looking for help. Clear. Simple. And emotive in all the ways that matter. But full of hope and promise.
Words at Work
