She Found Power Case Study
Postpartum support should be the norm for all parents, but it’s hard to find — especially as Black and brown parents. But with the right copywriter in Jasmine’s corner to help with her brand launch (a.k.a. me), the right postpartum support partner (a.k.a. Jasmine) can find them.
Whether you’re a first-time mom, or you’re welcoming another baby, life after birth is hard to navigate.
All the questions. The uncertainty about what’s best for your baby. The stress on your body, mind, and finances. It’s hard to handle — whether you have a support system, or you’re doing it alone.
That’s what my client, Jasmine, wanted to solve for mamas of colour.
The brand: She Found Power
She Found Power is the brainchild of Jasmine Harry-LaRocque, a postpartum coach empowering moms to make educated, relevant, and tailored decisions for themselves and their baby. How? With education & support that covers all things postpartum.
With me as her brand voice developer and website copywriter, she wanted to:
- Establish strong brand voice guidelines
- Connect to mamas of colour
- Make the distinction between a doula and a postpartum coach clear
- Promote her offers
- Ensure her website is search engine optimized
Jasmine invested in a 25-hour Copy Retainer so we could get all this done. Here’s how we accomplished everything for her brand launch ⬇️
1) Establish strong brand voice guidelines
We started her Copy Retainer by developing her brand voice & messaging. I created a comprehensive 50+ page brand voice guide with:
- Positioning Statement
- Brand Voice
- Brand Voice Tone
- Brand Archetype
- Customer Archetype
- Writing Style Guidelines
- Brand Dictionary of words and phrases unique to She Found Power
- She Found Power’s brand Values
- Mission Statement
- Vision Statement
- Brand Promise
- Applying TOV to Content Writing
- Applying TOV to Functional Writing
- She Found Power’s Brand Story
- The She Found Power Rally Cry
Here’s a sneak peek of the brand voice guide ⬇️
This serves as a bible for Jasmine and any person she works with, guiding them so they sound consistent wherever they communicate.
The messaging was all about empowerment, helping mamas of colour conquer motherhood, navigating motherhood with confidence, and thriving through postpartum.
That’s how we could make sure Black and brown mamas felt seen, heard, respected, and supported.
2) Connect to mamas of colour
It’s harder for Black and brown moms and mamas of colour to navigate motherhood when many healthcare practitioners can be racist, misogynistic, and discriminatory.
Jasmine knew this all too well from her own personal experience with two separate pregnancies, and she wanted to make that connection resonate with readers.
So we always tied it back to Jasmine’s personal history and how it inspired her professional journey.
We had testimonials from other mamas of colour any place we needed to prove that Jasmine was the postpartum support partner you need.
And we called out the fears of having to navigate motherhood alone and confused and made it clear that in this village they’ll have all kinds of support they would need. 1:1 support with Jasmine and the support of other mamas in a close-knit community.
3) Clarify the difference between a doula vs. a postpartum coach
In case you didn’t know, a doula provides guidance and support to a pregnant woman during labour. A postpartum coach is a professional that works with mothers after birth happens.
Jasmine wanted to make sure her readers knew the difference and that she was the postpartum coach specifically for mamas of colour.
We made it clear in her mission and vision statements and brand values, and we made sure to put the term ‘postpartum’ everywhere we could — in CTAs, in headlines, and in the body copy.
4) Promote her offers
Jasmine has various resources at different price points and effort levels — so no matter your budget or schedule, mamas of colour could get the support you need.
So, I made sure to categorize the support by the type of resources she offers — postpartum and gift registry — and established Jasmine’s credibility as a professional with a personal experience similar to theirs.
On top of that, we showed the registry of local postpartum support that Jasmine created at the bottom of every web page — so even if her readers decided not to work with her, they’d still get something from her and feel connected because of this free support.
5) Ensure her website is search engine optimized
We used SEO keyword and common phrases her target audience uses like ‘what baby products to buy’, ‘breastfeeding support’, ‘postpartum recovery’ and more.
Throughout the entire website I capitalized on voice of customer so her ideal target audience would be able to read in their own words. And we brought the search engine optimization to her title tags and meta descriptions!
In closing…
This was a heartwarming project. I’m honoured I got to work on this brand launch, and I’m so glad Jasmine and I still talk to this day about how we can bring her postpartum support options to more mamas of colour in the Greater Toronto Area.
And I’m even more touched that she chose me as her website copywriter, and had this to say: “I felt supported, heard, and understood at every step. Seeing the progress of the work made me even more excited because it seemed like you could anticipate my thoughts, even the ones I hadn’t explicitly expressed. Reading my copy was quite emotional. Working with you was unquestionably worth the investment. If given the chance, I would hire you 100 times over.”
If you want to establish strong brand voice guidelines for your own brand launch and carry that over to a bomb ass website, my Copy Retainer service would be a great option for you!
We can do any service you need within a set amount of hours, giving you more bang for your buck.
- Brand Voice & Messaging Development
- Website Copywriting
- Sales Pages
- Emails
- Social Copy, and more!
