Alison Macklin is the Toronto based founder and connection driven parenting coach of I Heart U Parent Coaching.

When speaking to Alison, you can tell that she is passionate about what she does. And that is to help parents understand their child's behavior and connect with them positively. The effect: raising children who believe in themselves, because their parents believed in them first.

The Details

Alison found me on a Facebook group and reached out because she liked my conversational copy paired with my SEO skillset.

Deliverables included:

• Brand Messaging Strategy

• Brand Voice & Tone

• Brand Positioning

• Mission, Vision, and Philosophy

• Website Copy

• Email Welcome Sequence

The Goal

Alison initially came for me for email marketing support but decided to take a pivot into establishing her expertise with website copy.

While she has a background in marketing, she didn’t have the time to write copy herself and found that working with a copywriter with SEO skills would be best.

Her goal is to showcase that she is an expert who also understands what parents are going through.

Dream Client Profiles

*names changed for privacy*

Meet The Mueller’s: The “We’ve tried it all” Family

The Mueller’s are a suburban family balancing work, grad school, and parenting.

They want to have a better relationship with their sons and build that foundation of trust with them. They have sought out support before, whether through books, therapy, or other coaches.

Wants, Needs, Desires

Wants: Peace of mind in their parent-child relationship

Needs: A coach who walks alongside them

Desires: A better relationship with their children than they had with their parents

Points of Frustration:

The Mueller’s reached out after noticing that their twin boys were struggling with transitions, bed time, and tantrums. They also noticed that they didn’t have the best approach to communicating with them–as well as with each other.

Hesitations & Motivation:

They worried about costs and how much time would be involved.

But they could feel Alison’s passion and could see that this wasn’t another job for Alison–but her life mission.

Solution:

Alison has experience in connection based parenting with her own daughter and has seen the impact that it makes. Having a coach that is passionate and that walks alongside them–instead of judging them for what they have done before–is a plus.

Meet The McNeil’s: The reluctant family

The McNeil’s are an open-minded family who aren’t quite sure how coaching will help them. Although they are skeptical, they know they can’t keep doing what they are doing and that they have to make a change.

Wants, Needs, Desires:

Wants: Maintaining and creating a calm household

Needs: A parenting coach who can calm their fears and challenge them to keep being consistent

Desires: That their children feel confident and safe with them

Points of Frustration:

The McNeil’s felt like they were losing control of their family. They knew that had to give try something different to feel at ease with their parenting.

Hesitations & Motivations:

The McNeil's worried that they would have to change and do methods they don’t agree with.

Alison assures them that she won’t push them to do something they don’t want to do. She explains the psychology behind each method, and comes in without judgement.

Solution:

Alison showed expertise, but also belief that her clients can change their parenting skills too. That belief transfers over to the parents who then see the transformation that takes place in their own family after working with Alison.

The Language:

Alison wanted a compassionate approach that showed expertise. While Alison wants to build trust and show her knowledge in what she does, she wants to be approachable and not too scientific.

Her brand voice shows understanding at every touch point, while her tone is a mix of straight-forward and down-to-earth (much like Alison is).

The Highlights:

The best part of the project was interviewing her past clients and seeing the passion that Alison had through the parents she worked with.

Even in discussing their past struggles, you can see the relief they had in finding Alison and that she truly changed the trajectory of the parent relationship.

It’s also where I got the best lines of copy! Like this:

Alison’s Feedback

 I felt that you went the distance to really get to know me and my business as you had a methodical approach to your work.

The way you were able to speak to your process with confidence made me feel like you had done this before and know what works best.

Anyone who is starting a business, building a website, building a brand identity and who isn't immersed in the business world should work with you! Even people who are but don't have the time would benefit.

[When asked what she would tell her before self…]

“I'd tell my before self that Deenah digs deep and really gets to the core of your offering!”

The Final Product

Alison walked away with website copy that shows how worthwhile it is to invest in parenting coaching. All through conversion driven storytelling.

When Alison first met me, she told me that connection based parenting would change the world. There is no doubt that with her passion and expertise and presence, that it will.

The Credits

Brand Messaging & Copy by me :)