Harper Lane runs a six-figure online coaching program designed to help established founders simplify their businesses and follow through on the strategies they already know. The offer is built around long-term implementation rather than quick wins, and attracts repeat buyers who are familiar with Harper’s work, voice, and philosophy.
Story-Driven Launch Copy for a Six-Figure Online Coaching Program
Each time they opened the cart, the messaging had to be rebuilt from the ground up, even though the offer itself hadn’t changed in any meaningful way. Previous launches relied heavily on energy and urgency. They worked, technically, but nothing carried forward. Once a launch ended, so did the language around it.
Harper's program had already crossed six figures, and the business itself wasn’t new — but every launch made her feel like she was starting from scratch.
Emails were written to stand on their own instead of carrying a shared throughline. The sales page was responsible for introducing, explaining, and convincing all at once. Story threads would appear briefly, do their job, and then disappear without being reinforced. Each piece of the launch made sense in isolation, but nothing accumulated.
As a result, every launch required the same level of effort as the first. Returning buyers were treated like first-time readers. Familiar ideas had to be reintroduced from scratch. Even when launches performed well, they left no language behind to build on — which meant the next launch always started at zero, no matter how much momentum had come before it.
On the surface, everything looked like it should work. But the messaging wasn’t designed to build meaning over time — it was designed to perform in isolated moments.
- establishing a clear throughline that every asset could reference
- introducing key ideas before asking for a decision
- letting familiarity reduce resistance instead of relying on urgency alone
Our strategy focused on building a launch narrative — a core message strong enough to move across emails, sales copy, and future launches without losing clarity, relevance, or momentum.
Instead of asking each piece of copy to persuade on its own, the launch was designed as a system. That meant identifying a small number of repeatable ideas that could do more than show up once. These ideas were introduced early, reinforced intentionally, and allowed to reappear in different contexts so the audience could recognize them rather than relearn them.
The goal wasn’t to reinvent the offer or introduce a new angle. It was to build a launch narrative
OUR STRATEGY
The work extended beyond the open cart period to support how the offer would be talked about moving forward. This included language the client could reuse between launches and messaging that carried the narrative into future content, helping prevent the common reset that happens once a launch ends.
Post-Launch Messaging Foundation
Smaller but critical pieces of copy were developed to support consistency across the launch, including subject lines, preview text, and calls to action. These elements helped reinforce the same ideas in subtle ways, reducing friction and keeping the message cohesive across touchpoints.
Launch Micro-Messaging
The sales page was written to function as a standalone entry point, introducing the full narrative without relying on prior exposure to emails or content. At the same time, its language intentionally echoed messaging used elsewhere in the launch, creating recognition for returning readers rather than redundancy.
Sales Page Copywriting
The email sequence was written to work in a nonlinear environment, knowing not every reader would see every message. Each email was designed to stand on its own while reinforcing the same core ideas introduced elsewhere in the launch. The focus wasn’t escalation for its own sake, but clarity, repetition, and familiarity as the launch progressed.
Email Launch Sequence
Rather than introducing a new hook, the positioning work focused on tightening how the offer was framed this time around. The goal was to clarify what stayed consistent across launches and what could shift without breaking the message. This ensured the launch felt intentional and aligned, not reactive or reinvented for novelty’s sake.
Launch Positioning
Before any copy was written, the work focused on defining the central narrative the launch would return to. This meant clarifying the core problem, the belief the offer reinforced, and the language that could be repeated across assets without losing meaning. This narrative became the backbone of the launch — the reference point every piece of copy was built around.
Message Architecture
This engagement covered full launch messaging, designed to work no matter where someone entered the launch — through an email, a sales page, or shared content. The goal wasn’t to assume a linear path, but to make sure the message held together from every angle.
Instead of treating email and the sales page as a hierarchy, they were built as parallel entry points. Each asset needed to stand on its own and reinforce the same core ideas, so no matter where someone landed first, the message felt complete rather than confusing or repetitive.
Our Work
Because Harper's Offer Narrative calls in the right audience for her offer, they're more likely to stick around. A warmer audience means more sales - even if it takes a few months for them to convert.
An Increaded Audience Retention Rate
Harper's second launch outperformed the first launch - all because we created an Offer Narrative that was cohesive across multiple channels. The best part - it was mostly all reused content from our first launch. Her investment kept growing her business months after we finished working together.
A Stronger Second Launch with Significantly Less Prep Time
The messaging overhaul didn’t rely on a new audience or a new offer — it worked by clarifying the narrative, reinforcing key ideas across the launch, and reducing friction at every entry point.
67% Revenue Increase in the First Launch
The launch performed well, but the bigger shift happened after the cart closed. Instead of ending with a set of assets that only worked once, the client was left with a message they could return to. Language that had already been introduced, understood, and recognized didn’t need to be rebuilt for the next launch — it just needed to be reused and refined.
Future launches no longer started from a blank page. Emails felt easier to write. The sales page required fewer explanations. Returning buyers moved through the launch with more familiarity, and new readers were able to understand the offer without feeling behind. The messaging did its job across multiple entry points, without depending on perfect timing or a perfectly sequenced funnel.
Most importantly, the launch felt more sustainable to run. The work reduced the mental load that usually comes with selling the same offer again, replacing constant reinvention with continuity — and turning the launch from a one-time effort into a foundation the business could build on.
The Outcome
What Maren did wasn’t just write better copy. She helped me see my launch as a system instead of a series of one-off assets. From the very beginning, it was clear she wasn’t interested in quick fixes or flashy angles. She took the time to understand how my offer actually worked, how my audience already thought about it, and where things were breaking down between launches.
The biggest difference was how intentional everything felt. Emails, sales page, messaging — none of it was written in isolation. I could see the same ideas showing up across the launch in ways that felt familiar instead of repetitive. For the first time, my sales page didn’t feel like it was doing all the heavy lifting on its own, and my emails didn’t feel like they had to explain everything from scratch.
The results spoke for themselves. That launch saw a 74% increase in revenue, but more importantly, the next launch felt completely different to run. Instead of rebuilding, I refined. Instead of staring at a blank page, I had language I trusted. My audience recognized what I was talking about immediately, and selling felt calmer and more natural as a result.
I also appreciated how thoughtful and collaborative the process was. Maren has a way of articulating things I already knew deep down but hadn’t been able to say clearly. The copy still sounds like me — just more focused, more cohesive, and more confident.
This work didn’t just improve one launch. It changed how I approach messaging altogether. I finally feel like my copy is doing some of the work for me instead of resetting every time I sell, and that’s been invaluable."
"Working with Maren completely changed how I think about launches and messaging."
KIND WORDS FROM THE CLIENT
Whether you want a full launch narrative built for you or focused support on your launch emails, I offer services designed to make your messaging clearer, more cohesive, and easier to reuse. Take a look at the options above and choose the level of support that fits where you are right now — your future launches will thank you.
