STEP 4.2: A CASE STUDY
Crafts Her Message
Maria has her one-page launch plan. But now she's staring at a blank screen thinking, *"What do I actually say to convince people to buy?"* She's not a professional copywriter and doesn't want to sound salesy or inauthentic.
The Challenge
How can Maria translate the value of her coaching program into words that connect with her audience of ambitious professionals and make them feel deeply understood? She needs a simple, authentic way to structure her message.
The Action
Maria uses the Problem-Agitate-Solve (PAS) formula, pulling exact words and feelings from her validation interviews with management consultants.
1. Problem
"You're a high-achiever and you love solving hard problems, but the 'always-on' culture is leaving you drained and questioning if this pace is sustainable."
2. Agitate
"You see your health declining, your relationships suffering, and you worry you're on a fast track to total burnout, which could jeopardize the career you've worked so hard to build."
3. Solution
"That's exactly why I created the 6-Week Burnout Recovery Program. It's a structured, actionable system designed for busy professionals just like you. I'll give you practical tools to reclaim your time, set healthy boundaries, and find joy in your work again, without sacrificing your career ambitions."
The Outcome
With PAS as his guide, Maria now has authentic and powerful building blocks for all her marketing. She's not just selling a program; she's showing her ideal clients that she understands their struggle intimately.
Maria's Core Messaging Library:
Headline:
"Stop Trading Your Health for Your Career Title."
Value Proposition:
"The 6-Week Burnout Recovery Program is a personalized coaching system for management consultants who want to prevent burnout and build a sustainable, successful career. You'll get actionable frameworks, one-on-one support, and the exact scripts you need to protect your time and energy."
Call-to-Action:
"Enroll in the founding cohort for just $997 and start building a career that energizes you, instead of drains you."