Objective & Challenges
The Happier Hustle, a 13-week coaching program for cancer survivors, needed a reliable system to increase enrollment. The primary challenge was communicating with a highly sensitive, trauma-informed audience.
Traditional marketing is ineffective and often harmful in this context. The core objective was to develop an integrated messaging strategy that could:
- Build deep trust and connection with an audience wary of false promises.
- Balance compassionate language with clear value propositions that drive conversions.
- Create a scalable client acquisition funnel, from initial awareness to booking a call.
Strategy & Execution
The core strategy was to implement an "empathy-first" communication model across a multi-channel campaign including organic content, Facebook ads, email funnels, and lead magnets. This approach prioritizes emotional safety, validation, and authentic connection to gently guide potential clients toward enrollment.
Client Testimonial
Deliverable Examples
The empathy-first strategy was implemented across a range of high-impact deliverables. Below are a few examples of the work.
Website Homepage Copy
Rewrote the core website copy to create a welcoming, supportive, and clear journey for new visitors.
View Homepage Copy →Facebook Ad Campaigns
Developed ad copy designed to resonate deeply, leading to high engagement and thousands of qualified leads.
See Ad Examples →Email Nurture Sequence
Crafted an automated email funnel to build trust and gently guide subscribers toward booking a call.
Read Email Sequence →Spotlight: Top-Performing Ad
To illustrate the power of this empathetic approach, one particular Facebook ad stood out. Instead of a hard sell, it began with a relatable story and a shared feeling. This single ad resonated so deeply with the community that it generated over 4,500 reactions, 1,600 comments, and 700 shares, driving thousands of leads to the 'Cancer Survivorship 101' guide.
Ad Snippet: "I was happy for about a day. Then I thought, 'what now?'... You spend so long just trying to survive. Then you're told: 'Okay, you can go be normal again.' The only problem? You literally don't remember what being normal is like."
View the full ad here →
Results & Impact
The integrated, empathy-first campaign successfully created a sustainable client acquisition system. By combining organic content, paid ads, and email marketing, we not only fostered a large, engaged community but also consistently drove enrollment into the 13-week coaching program.
While the high engagement rates and community growth were excellent indicators, the most important outcome was the direct impact on the business: a significant and sustained increase in booked call appointments and program enrollment rates. This project proved that in sensitive healthcare markets, authentic, empathetic communication is the most effective and sustainable tool for real business growth.