Edtech / Mass-market
One voice across a mass-market system
Holding a single brand voice across 12+ pages and two product lines — and cutting acquisition cost 3×.
Role
Lead Copywriter
All brand, performance & funnel copy
Format
Landing-page system
plus A/B tests
Result
3× lower CAC
Meta & Google, within 4 months
The brief
Move doubt-filled adults into a months-long, paid career change — across a sprawling product line — without the voice fracturing from page to page.
The insight
The real objection was never price or curriculum. It was “this isn’t for someone like me.” So the voice removes permission barriers first, then makes the leap feel survivable.
Through-line
Make an intimidating decision feel ordinary — then de-risk it.
Selected lines
“Got a laptop and 20 hours/week? You’re in. No coding experience required.”Data Science hero — dissolving the “not for me” objection
“Become a defender. Get paid.”Cyber Security hero — one voice, flexed per track
“Bootcamps that work to get you into tech.”A/B variant — outcome and proof over lifestyle-fit
The work
More pages
lower cost per acquisition across paid channels, within four months.
Same voice, 12+ pages, two product lines.Next project
Human →