Want to know what I can do for you?
Check out my sample copy and projects…
And see what I've created for clients including:
"Relatable, succinct, wonderful writing"
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Stop “Falling Short” is my first published book. It explores negative perfectionism and 5 simple strategies to conquer it. The book is available to purchase as a print or ebook on Amazon, online at Blackwells in the UK, or via Barnes and Noble or Books-a-Million in the United States.
Click on each image below to read the copy…
And if there’s something specific you’d like to see, just let me know!
Email marketing for wellness businesses
In 2023, email is still the most cost-effective way to build and nurture relationships and capture revenue. But email copy must be compelling, personalised and actionable. What’s more, if you want strong open rates, it’s vital to stay out of Promotions (or even Spam 🥵).
Objectives:
The image opens as a PDF containing a handful of sample emails. I’ve created email flows for course launches and automated welcome sequences. I’ve written one-off messages for newsletters and sales emails for special offers. And because I’m invested in your success, I’ve taken one-on-one training with the world’s top experts in email deliverability.
Website copy
Stephanie Paver RD, Functional Medicine, Nutrition, and PCOS Specialist
Wellness experts tend to work with people who have sensitive issues. And when you’re one-on-one with your clients, it’s vital to communicate authentically. With the rise of influencer culture, it’s more important than ever that a website provides value, identification, and a personal conversation that reflects your coaching style.
Objectives:
For this project, I worked closely with my client to produce website copy that truly reflects her values and resonates with the people she can help.
Website audit and SEO-optimised copy
National Academy For Social Prescribing (NASP)
This project called for a deep understanding of multiple audiences with complex needs. It required significant research into messaging. My goal was to produce copy that placed the charity as a leader in the field, both in terms of authority and SERPs, and most importantly provided value to the user.
Objective:
The project included an initial audit of the copy on 14 core website pages. I then met with the comms team to discern the audiences and relevant messaging, eliminate jargon, and communicate the information site users needed to find.
“Johanna has been a pleasure to work with and has been a considerable help on this project.
The NASP website needed a near full re-write and Johanna worked with us from very early on in the development process to help us with identifying and prioritising audiences for different pages and building the structure of the site. She asked all the right questions to drill down on our key messages and took quantities of complex information and produced well consolidated, clear, and accessible copy that really brought our organisation and vision to life.”
Charlotte Bell
Senior Communications Manager, National Academy for Social Prescribing
Website copy
Re+Cultivate/Cassandra Hawthorne
Website copy forms a vital connection with your ideal customer. It can provide the same strong first impression as meeting you in person, build trust and tell your story. It can speak directly to your client, reassuring them you’re the person to help.
Objective:
The website copy is designed to give a personal, reassuring feel. It’s written in approachable, conversational tone that conveys the warmth of the practitioner while also giving credibility in terms of scientific research and qualifications. The copy is also lightly optimized for search by service and location.
Membership sales page
YogiLab Spiritual Hustlers Club
I wrote this sales page for the launch of a new coaching membership. The membership includes breathwork, wellness, and nutrition components as well as business skills for practical implementation, all with a spiritual element.
Objective:
Tone: Friendly, approachable, “we’re just like you.”
Intention: Learn from guys who are walking the walk. Bring spirituality to a success-focused audience.
Main purpose: To get people to sign up to the membership subscription and join the members area where they can access the coaching.
“This is by far the fastest funnel with epic copy I’ve seen built to date.”
Brian Kelly
Breathwork Coach and Co-Founder, YogiLab
Product sales page
Oxygen Advantage®
This is an SEO optimised sales/product page for a sports nasal dilator. The product helps the wearer to maintain nasal breathing during exercise.
As part of this project I also prepared the packaging copy, including the product tagline, “Train harder. Run faster. Breathe like a champion.”
Objective:
To include a number of relevant keywords.
To convey the benefits of nasal breathing to the sports-focused audience.
And to communicate why this product is superior to other similar dilators on the market.
Lead magnet landing page
Oxygen Advantage®
This is an SEO-optimised landing page designed for an audio lead magnet. For this project, my knowledge and experience of breathwork and meditation was invaluable.
Objective:
Tone: Friendly, simple, scientific.
Top keywords: Free guided meditation, 20 minutes guided meditation.
Main objective: This page aims to get new meditators to download a free guided breathing meditation in return for their email address.
Mobile app content and copy
Oxygen Advantage®
For this project, I worked as part of a small team to create the app from the ground up. This included:
- All in-app copy
- User flow from sign-up to long-term use
- All breathing exercise content, including instructions and medical contraindications
- Consulting on pacer functions
- All other functional copy including popups
- Supporting the design and development process throughout the genesis of the product to ensure it met the complex needs of the user and the specifications of the client.
The live app has received exclusively 5⭐️ reviews in the App Store.
Objective:
To create a personalised “virtual breathing instructor” in the form of a mobile app.
Mobile app content and copy
Oxa Life/Nanoleq
For this mobile app/wearable I worked with another writer to create and ideate breathing exercise and meditation scripts. I also consulted with the product manager on breathwork modalities and breathing exercises. And I supported the design team with in-app copy in Figma.
Objective:
To create the content for the Oxa Life app to be used alongside the uniquely innovative wearable device. The goal was to create a personalised journey that gamified the experience of breathing exercises and interactive biofeedback.
“We want to make it really transparent that we think your work is fantastic and your ability to convey technical language is impressive.”
Sofia Rodriguez
Marketing Specialist, Nanoleq/Oxa Life
Audio scripts for digital course content
Hono
This mobile app (currently in development) offers psychology-based relationship courses for singles and couples. The course content is based on schema therapy and helps users understand and improve their relationships.
Objective:
To create scripts that made up the course content for honoapp.com. This included audio lessons, printable transcripts and a course workbook. The objective was to help people understand the patterns behind relationship problems and build healthier connections.
Long-form bylined article
Bien Etre
When it comes to driving sign-ups, content marketing is critical.
This is a long-form interview-style article for the personal development brand, BIEN ETRE.
Objective:
To inform, engage and drive the reader to the expert profile to book a free discovery call. Most of my content articles are SEO optimized, but in this case the client chose to lead with value as the article was destined for a members’ portal.
Brand voice: approachable, easy going and caring.
E-book lead-magnet
Oxygen Advantage®
This e-book was written to promote a high-ticket corporate wellness programme in the breathwork niche.
Objective:
To ideate content and flow to produce a short book with actionable insights.
To suggest images and graphics to illustrate the content.
To produce a solid piece of thought leadership that demonstrates authority for the client and leads the reader to explore the landing page for the corporate programme.
Bestselling ghostwritten non-fiction books
Patrick McKeown
The Breathing Cure (2021) involved significant research and creative input. This was followed by Atomic Focus (2021) and work on Breathing for Yoga (2023).
All three books have consistently high review ratings on Amazon and have received glowing feedback from experts including James Nestor, author of the NY Times Bestseller, Breath: The New Science of a Lost Art.
Breathing for Yoga launched at #1 in Sports Health & Safety and as #1 “Top New Release” in Yoga.
The US edition of The Breathing Cure (Humanix) launched on Amazon at #1 in:
- Respiratory Diseases
- New Releases in Respiratory Diseases
- Most Wished For in Respiratory Diseases
- Best Sellers in Lung & Respiratory Diseases
- New Releases in Lung & Respiratory Diseases
- Most Wished For in Lung & Respiratory Diseases
- New Releases in Homeopathy Medicine
Product packaging copy (front and back)
MyoTape Sport
MyoTape Sport is a lip tape designed to promote nasal breathing, day and night. The original product, MyoTape, was marketed as a sleep support to help prevent mouth snoring and reduce symptoms of sleep apnea. Its tagline: Sleep. Safe. Science.
Objective:
I was tasked with producing the packaging copy for a sports version of MyoTape, to be used during training.
The tagline is designed to mirror the branding of the sleep product. It’s benefit-driven, and communicates the positive effects of nasal breathing for sports performance.
Creative challenges included conveying the science behind the product to a performance-motivated audience, and including a lot of information in a limited space.
Brand mantra and tagline
Oxygen Advantage®
The client requested a brand mantra that conveyed the inclusive, current nature of the breathwork method. To include the benefits for sports and for health, and for people at any starting point.
Objective:
Because this breathing method is current, and develops along with the latest research, I created the idea of a “living breathing method.” The mantra then includes descriptive benefits for the different audiences. The final line was taken as a tagline by the brand to be used across platforms.
So if you’re looking for the kind of copy that makes life a little sweeter and more beautiful, I’d love to help.
Please click below to find out more about working with me.
