Hi Holly,

As we kick off our copywriting project, I would like to also hear from you. 

This questionnaire is designed to help me grasp your business, offers, and the very story you wish to tell your
ideal clients through your copy.

Just a heads-up that this would be a relatively long one so I do suggest blocking a time for this. I would
appreciate it if you can answer everything and don’t leave anything blank.

Please note that these would be mere hunches, for now, hence the need for me to conduct intensive
research so we can collect data after this.

Who exactly is the market you’re trying to reach? *

She’s 25-55 years old, resides in the US, makes $5k a month

The people who buy my products live around the world. I'm going to target it for Am
ericans, but honestly have customers from so many countries, The main ones are US,
Canada, UK, and Australia. For reference, I also have customers from... Mexico, New
Zealand, South Africa, Ireland, France, Belgium, Italy, Greece, Norway, Denmark, Sw
eden, Netherlands, Germany, Austria, Switzerland, Poland, Portugal, Hungary, Bosni
a, Serbia, Estonia, Slovakia, India, Japan, Philippines, Indonesia, South Korea, Si
ngapore, Taiwan, Saudi Arabia, Kuwait, Uzbekistan, Israel, Zimbabwe, Peru, Brazil,
Russia, Iceland, Mauritius, Thailand

What are her goals for her life and/or business? Name at least 3. *

She wants to feel good in her own skin, to be proud of herself for who she is, to u
nderstand her emotions, to be at peace with her emotions, to be fully who she is -
emotions and all!

What are her dreams for her life and/or business? Name at least 3. *
 She wants to succeed in her career and climb the corporate ladder, she wants to fee
l powerful and influential at work, she also wants meaningful relationships in her
personal life.

What scares her business-wise? Name at least 3. *

She's scared of speaking up and standing out at work. She's scared of being too bol
d, of stepping on other people's toes by being her most powerful self, she's afraid
of what other people will think of her if she asserts herself and tries to advance
herself

What are her pain points? List as many as possible. *

She's a people pleaser so she has a hard time being effective because she's constan
tly worrying what other people will think of her. She has a lot of inner conflict b
ecause on the one hand she wants to succeed, but on the other hand she wants to mak
e everyone around her happy and comfortable at the cost of her own happiness. She's
also anxious because she tries to shove her emotions away so that she can be a good
girl and do what everyone thinks she should do. She's consumed by living other peop
le's versions of what she thinks her life should be. Essentially, she feels stuck w
here she's at because of this inner conflict.

But at the same time, she knows that she has more to give the world. So she has a c
alling to succeed. She wants to harness her inner power and her inner calling but s
truggles doing so.

Provide Instagram handles or Facebook profiles of a “perfect/dream client” for you. *

Honestly, my dream clients are all very private! They don't want to have their live
s too open, so their profiles would be set to private. (@mimidiamond, @j.m.garland,
@maaariiiiaaaah, @jord_lewis17) However, let me give you a few that you can see :)

Instagram: @Iamnatachaparmantier, @gigi_bagus, @kateyospe (my sister lol), @xanadu_

maltipoos, @happierbyseppy

Where can we best find your dream client? List Facebook groups where they hang out so we can
immerse ourselves in that community. Feel free to also list offline spaces if you wish. *

Codependents In Recovery Group: https://www.facebook.com/groups/1827996894109169

Codependent No More Group: https://www.facebook.com/groups/codependentnomore

Anxiety Freedom Group: https://www.facebook.com/groups/anxietyfreedomgroup

Self Healers Group (closed membership. I don't have access but they're my target au
dience): https://theholisticpsychologist.com/

Followers on my Pinterest: https://www.pinterest.ca/hollysoulie

Who are your direct and indirect competitors? List the 3 strongest below with links to their profile
if possible. *
 #1: @the.holistic.psychologist, https://theholisticpsychologist.com/

#2: @realizedempath

#3: @theselflovefix, https://beatricekamau.com/

Why do you think they are a threat to you? *

- They have credentials (at least #1 and #2)

- They're established experts

- They have large, established communities

- They have clear offerings

- They have targeted messaging

What makes them better than you? *

- Credentials can make them more credible to some people

- Large numbers of followers make them seem more legitimate

- Large numbers of followers can indicate that they have a higher level of expertis
e

- #1 has a huge amount of resources for her business

- #2 has a mix of very targeted/niche offerings

- #3 is also very niche and draws people in that way

What makes YOU better than them? *

- I teach from my own experiences, so I'm relatable and might seem more relatable b
ecause I'm NOT a therapist

- I share personal stories to give examples of what I'm teaching, which helps peopl
e connect with me and apply what I'm teaching to their lives

- I like that I'm more down-to-earth BECAUSE I'm sharing my own experiences. Also,
I'm very authentic and I think it makes me more approachable

- Sometimes big numbers can turn people off, intimidate them or make them feel like
they're not seen. Not sure if this is the case for my customers, but just putting i
t here anyway

- My business is based on my own life experience, so I'm living proof in what I'm s
elling. My life became what I wanted it to be because I taught myself what emotiona
l intelligence is. When I did that, my life changed drastically. I can show my cust
omers how to go from point A to Z because I've done it and am doing it myself. They
get to watch me keep doing it because I keep sharing how I'm STILL growing and lear
ning to apply the stuff I'm sharing. I'm not sure how much you get that with my com
petitors, but I know #1 does share how she's still growing but she still comes from
the established psychologist perspective.

What else makes you different from them? *

I have a unique cultural perspective. I'm an American in Canada married to a French

guy. This helps me understand the Canadian market, which is something almost all Am
ericans are unable to do because they think Canada is just a weird version of the U
S, so they have no idea how to market to them. Also, once I'm more established I pl
an to copy/paste my business into French, so the fact that I already understand the
ir culture and speak the language gives me an advantage.
Enumerate/list your services. How would you describe each in your own words? *

Digital Emotional Health Workbooks - digestible, clear, informative workbooks, each

on a targeted topic that walks a customer through how to solve their problem from p
oint A to point Z; includes how to implement it long-term, as well as how to practi
ce the new habit on a daily basis

Video Courses - same as the workbooks, but in video format and includes workbooks

(Eventually this will include a monthly membership)

What are the 3 problems your services/products solve? *

- How to understand and manage your emotions

- How to overcome codependency

- How to improve your inner dialogue

What are the common objections you get and how do you address them? *

This is difficult to define because I don't know what makes people NOT order my boo
ks or courses. Is it copy? Design? Pricing? Not sure! I would say it would more be
lack of information for the video courses. My sales pages are very sparse.

What are the common misconceptions you get and how do you address them? *

For the digital workbooks, I think it's more an issue of people not understanding e
xactly what they'll get from each book. I'm sorry, I'm not sure what else to say he
re but I'm more than ready to talk it through with you.

Do you have any customer testimonials or case studies? If yes, where can I see them? *

Here are product reviews (there are quite a few): https://www.etsy.com/ca/shop/emot

ionalhealthshop

A few short testimonials on my homepage: https://hollysoulie.com/

Some more I gathered: https://www.canva.com/design/DAFEKacJyVQ/9v0s0mr9TxpYXWtkJJLN

Kg/view?utm_content=DAFEKacJyVQ&utm_campaign=designshare&utm_medium=link&utm_source
=publishsharelink

Do you have a money-back guarantee for any of your services/products? *

No

Can you show me the link to your lead magnet? *

 #1: Emotional Self-Care Guide: https://www.canva.com/design/DAEa1jJafEc/SxhXrumkSfX
E4wFmo6Kc-A/view?utm_content=DAEa1jJafEc&utm_campaign=designshare&utm_medium=link2&
utm_source=sharebutton

#2: 7-Day Emotions Challenge.

Day 1 Email: https://view.flodesk.com/emails/608435c5826859378989cffa

Day 2: https://view.flodesk.com/emails/6084383899645e0581d39339

Day 3: https://view.flodesk.com/emails/60904114460b002892181af3

Day 4: https://view.flodesk.com/emails/60901a9b460b006025176ded

Day 5: https://view.flodesk.com/emails/60901e798268596f47a00fa9

Day 6: https://view.flodesk.com/emails/60903ffe99645e4147ea55fa

Day 7: https://view.flodesk.com/emails/60955b94391ebe2023a8b723

Day After: https://view.flodesk.com/emails/604a87424f9af7a0a5c28cbb

#3: 5 Steps to Heal Codependency: https://www.canva.com/design/DAFDH3HC5kE/-uQtm5wL

QKdvJOrdCVmXBQ/view?utm_content=DAFDH3HC5kE&utm_campaign=designshare&utm_medium=lin
k&utm_source=homepage_design_menu

Tell me about the client/customer journey. What is the step-by-step process that your clients
need to take to work with you/buy from you? What happens after? *

Direct Google search for emotions or self-validation OR Pinterest search leads to m

y blog posts. From there, blog > lead magnet within the blog > lead magnet to email
subscription > email nurture series > there's a sales email > purchase. Or Instagra
m leads them to my freebies as well (that includes all 3 freebies listed as lead ma
gnets). Once they're on my list, I'll promote my products within newsletter updates
about once a week.

This is an imperfect and probably incomplete look at it, but that's the general way
I try to get people through my funnel to a purchase.

What’s your current mission/power statement? *

I help you embrace your emotions so you can love yourself profoundly

What are your brand values? *

Making emotional health accessible, comprehensive and actionable; breaking down the
negative symptoms of poor emotional health to increase awareness of emotional issue
s; helping people know they're not alone in their healing journey

What are your core pillars/beliefs? *

Personally, I believe that our emotions are our inner compass. When you’re in tune
with them and understand their messages, you’re aligned with who you truly are and
what you’re meant to be doing.
POV: What would you like to use for the website that will refer to your business? “We” or “I”? *

I teach women...I show women how to...I help you... (I hope that's what you're look
ing for here!)

Why does your business exist? What was the motivation for starting your business? *

I worked as a corporate copywriter for 10 years, and always sought to work for comp
anies with a meaningful purpose or product. After trying several industries that I
thought would fill my longing to make my work meaningful, I finally decided I would
start my own business around emotional health because I wanted to give everything a
nd be able to affect change. My work is deeply meaningful and fulfilling for me!

What's your business’s mission and vision? *

"I'm here to help the kind people of the world, like yourself, embrace your emotion
s with tools, support and resources, so you can love who you are, step into your po
wer and live the life you long for."

My vision is to have a large library of digital resources (workbooks + video course

s), and to eventually make it a monthly membership where I release a new resource e
ach month. I would also like to be a motivational speaker, travel to host workshops
with my materials and to do all of this in both French and English.

What's your personal history? Please be as detailed as possible. *

 Please read this article: https://empowherto.org/2022/03/29/female-founder-holly-so
ulie-emotional-health/

And from my first ebook:

Growing up I wasn’t very in touch with my emotions. As the youngest of 4 girls who
were all born within 7 years, my parents had their hands full raising us. And under
standing our feelings was not a part of my upbringing. The focus was centered on tr
ying not to make too big of a fuss so that the busy show could go on.

So, I quickly learned to minimize and ignore my emotions to keep harmony at home. I
was the ‘sunshine child’ who never displayed my sadness and tried to make everyone
around me happy. But eventually, that started catching up with me. Around my later
teen years, I started becoming more and more depressed.

Then, when I had a big family crisis, I finally fell a part. My dad went to prison
for committing a white collar crime, and I wasn’t emotionally equipped to deal with
it. I became very depressed and hopeless about the future. Even at 18 when life sho
uld have been exciting and full of opportunities, I struggled to get out of bed.

But I refused to believe that my life was pointless, so I gathered strength to talk
to my doctor to get medical help for my depression. Then I began taking antidepress
ants to help me through the darkness.

While the medication helped lift the weight off my shoulders, I longed for so much
more but I wasn’t sure where to find it or what to do.

Later, one of my good friends called me to invite me to a self-actualization weeken

d with him. It was 2 1/2 days of learning about taking responsibility for my own li
fe and getting in touch with my emotions.

By the end of the course, I had gotten more in touch with myself than I ever had be
fore. And my life was changed.

So, I began devouring books about emotions, started journaling my experiences and l
earned how to get to know who I really was on a deeper level.

As I took more courses and got to know myself better, my life began transforming fo
r the better.

Where before I settled for less, I began taking greater risks toward the life that
I wanted. I studied in China, worked in Italy then moved across the country for a n
ew job.

The more I accepted my emotions, the more I was able to love and accept myself. Whe
re I felt trapped before, I began feeling free.

And my body felt the difference as well. After suppressing my emotions for so long,
I had become sluggish and lacked vitality. But when I slowly released the years of
stuck feelings, I began to physically feel more vibrant.

Now, I see how my emotions are so closely tied to my inner wisdom and truth. As I a
llow my feelings to flow, the more I’m guided to the life I want.

I’m sharing this eBook to help you do the same. To realize that your emotions are a
beautiful part of who you are. And by feeling them, you can be free from the weight
of unresolved past experiences, and unite more with your truest self. I’m so happy
you’re coming along for the ride.

What other stories would you like to include or spotlight in our sales copy? *

This blog post has several personal anecdotes within it that could be of use: http
s://hollysoulie.com/common-emotions-and-how-to-identify-them/

Why should people listen to you? State your words, social mentions, achievements,
certifications, etc. *
 - Certified Emotional Intelligence Coach

- Certified Transformation Life Coach

- Featured as a Female Founder by EmpowHERto Toronto (an amazing organization that

works to provide young womxn with the tools they need to succeed and influence syst
emic change).

- This blog post has been shared more than 100,000 times: https://hollysoulie.com/c
ommon-emotions-and-how-to-identify-them/

- 13k followers on IG

- Have sold more than 1,000 copies of my ebooks and workbooks

- Bachelor's of Communication (not sure if people use a Bachelor's degree as an acc

olade though...)

People should listen to me because I'm living proof that when you nurture your emot
ional health that your life has greater power to become what you long for it to be.
I went from suppressing my emotions and wishing they didn't exist, to being at peac
e with how I feel and who I am. I'm confident that the tools I have used on myself
and others will help my customers feel good in their own skin.

How would you describe your brand/business in 3-5 adjectives? *

Authentic, informative, validating

Which famous personality does your brand remind you of? *

Oprah because she came from a rough background and overcame a lot, has accomplished
so much and is now helping others do the same. She's talked about how she struggled
with codependency and has also had to overcome that. She rose to the heights by bei
ng true to herself.

Which of your competitors come close to the vibe of your brand? Why? *

@realizedempath because she's also about self-acceptance and being gentle with your
self. Her brand is very soft and invites her audience to embrace their sensitivity
and empathic qualities.

Who do you NOT want to be / what do we want to avoid? *

I want to avoid acting like my products are a cure-all, or the only tools that coul
d ever help you change. I don't want to make people think that they're broken if th
ey have emotional issues with my sales copy, don't want it to be too intense or ext
reme in how we communicate things. I'm looking to be gentle with people.

Also want to make it clear that I'm not a therapist! My products are for informatio
nal use only, shouldn't substitute medical advice.

As a brand, what kind of words would you like to use in your conversations? *
 Embrace, empower, inspire, honor, authentic, encourage, powerful, healing, journey,
story

I also use the word super a lot (I'm super excited to share this with you!).

Why are you in the digital space to begin with? (ex: to inspire, educate, inform, sell) *

I'm here to share my expertise on emotions on as big of a scale as possible. So, to

educate and inspire.

List down the website copy samples that almost sound like the voice we’re trying to build. Link
them if possible *

https://hollysoulie.com/common-emotions-and-how-to-identify-them/

https://hollysoulie.com/how-i-healed-my-codependency/

https://hollysoulie.com/50-signs-your-own-validation-isnt-enough/

Please give me all previous social media, emails, and other copy pieces that you wrote so I can
better grasp your voice. *

- https://www.instagram.com/hollysoulie/ ...all of my posts are very much my voice

- Email: https://view.flodesk.com/emails/62a8df00ad6bfef677a5cfa3 | https://view.fl

odesk.com/emails/6291005e36dd286259d7ca9b | https://view.flodesk.com/emails/6234992
d65624826c7f65d25 | https://view.flodesk.com/emails/61e9b666c444443259afc92f | http
s://view.flodesk.com/emails/606f6133a67ae09147202d9b | https://view.flodesk.com/ema
ils/608af775826859c2a797064f

If I give you (as the CEO of your business) a mic and you can speak to the whole world about
anything, what would the topics be about? *

Why your emotions are so important; how your emotions show you who you are at your
core; how your life can change when you stop resisting your emotions; how your emot
ions lie to you when you're trying to overcome codependency; why codependency makes
you ignore your emotions; how to manage your inner critic.

This part's gonna be a wee bit technical...

and we’ll be more focused on the very copy that we’ll be writing for your business. Spill the beans and tell us
everything. Think of us as your BFF trying to get the juiciest deets!

If we are working on your Website, please answer the

following.
Describe the website pages you are aiming for (ex: short, simple copy)

Homepage - short, simple

About - long, descriptive

Services - medium (whatever format will get people to buy)

Drop the links to Home Pages you like or have vibe/s that you are going for.

https://anitasiek.com/ (I love her whole website)

https://copycrush.co/

https://www.vixmeldrew.com/

https://celinasouffrant.com/

https://erinmckenzie.com.au/

https://www.aboutthegoodlife.me/

https://www.amyporterfield.com/

Drop the links to About Pages you like or have vibe/s that you are going for.

https://anitasiek.com/about

https://erinmckenzie.com.au/about

https://stephtaylor.co/about

https://www.chrislovesjulia.com/about

https://www.vixmeldrew.com/about

https://copycrush.co/about-marissa

Drop the links to Services/Products Pages you like or have vibe/s that you are going for.

https://anitasiek.com/work-with-me

https://copycrush.co/website-copywriting

https://wildspirit.co/creative-website-copywriting

https://emilyosmond.com/programs

If we are working on your Sales Page, please answer the

following.
Describe the sales page you are aiming for (ex: short-form copy)

I would imagine short form that turns into long form at certain points. I want shor
t points that jump out at you if you're just quickly scrolling, but then deeper inf
o as well.

Are there any sales pages (can be from your competitors or not) that come close to that offer or
come close to the vibe that you’re aiming to have?

https://emilyosmond.com/scalable (LOVE this page)

https://www.amyporterfield.com/list-building-course/ (good direct copy with tons of
info)

https://mark-groves.mykajabi.com/crushing-codependency (similar offer)

https://theholisticpsychologist.com/waitlist/ (this is mildly like my offer, but th

eirs is a membership)

https://wordfettigroup.com/workshop (like the vibes and format)

https://ecornell.cornell.edu/courses/leadership-and-strategic-management/identifyin
g-and-managing-emotions/ (ever-so-similar offer but not at the same time)

Description of your offer/product (in your own words)

Learn how to understand what your emotions are trying to communicate to you. You'll
learn everything you need to build emotional stability.

(The course is using the framework of my best-selling ebook. I'll literally be pull
ing the info from it and expounding on it. You can read the full ebook here, don't
worry it's not that long! https://www.canva.com/design/DAEQax_OyIQ/t4Pne4M7JPjFen2x
n5047Q/view?utm_content=DAEQax_OyIQ&utm_campaign=designshare&utm_medium=link2&utm_s
ource=sharebutton )

What’s that one big promise of your offer/product that you’d like our message to revolve around?

Emotions 101. They’ll have all the tools they need to create a healthy relationship
to their emotions! This is a turnkey solution for how to identify, process and mana
ge your emotions. Plus, how to take action for emotional closure. Essentially, that
this is their one-stop-shop for them to understand their emotions FINALLY!

What’s included or what’s inside your offer/product?

-How to identify what emotion you're feeling

-How to understand what that emotion is telling you

-How to gain emotional closure after processing

-Tips to manage emotions day to day in the long-term

(All of this equals emotional stability)

Tell me about the inclusions and benefits of this offer.

Here's my outline below. The words next to - are the titles of individual videos. T
he Learning Materials for each module are going to be fillable PDF workbooks or han
dy charts they can refer to. There are a sh*t ton of learning materials so PLEASE p
lay these up!

Lesson 1 - Intro

Modules:

-Welcome to the Course

-What to Expect

-My Story

-Why Emotions Matter (science)

-Why Emotions Matter (personal development)

Learning Materials:

Emotions quick facts

Emotional Intelligence Chart

Lesson 2 - How to Identify Emotions

Modules:

-Emotional awareness, increasing EQ

-Getting set-up to process, tools you’ll need, start asking yourself questions

-How to dig dig dig to get initial emotions to process

Learning Materials:

Checklist for setting up to process

Questions to help you identify your emotions

Emotions chart

Workbook pages

Lesson 3 - How to Process Your Emotions

Modules:

-How to process

-Rate upset, be gentle with yourself

-Get them to the point where they might know what’s bothering them

-Upset from others

-Boundaries

-Values

-Other

-How I feel as a result

-Upset from self

-Boundaries

-Values

-Goals

-Upset from the past

-Childhood

-More recent upset

Learning Materials:

Rating upset

Assessment for areas of life that could be bothering them

Upset source chart

Values chart

Releasing resistance chart

Upset quiz, where’s it coming from?

Workbook pages

Lesson 4 - How to Take Action for Closure

Modules:

-Intro to taking action, why it’s important

-Taking action with others

-Taking action with self

-Taking action to heal the past

 Learning Materials:

Taking action chart

Workbook pages

Conclusion

Modules:

-Wrap up

-Bonus: how to validate your emotions

-What’s next

-Further resources

Can you walk me through the pricing?

This is something I'm not sure about yet. I think it'll be about $300 USD. I don't
think I'll offer tiers or pricing categories, but I might offer a payment plan. I n
eed to strategize this with Angie! I hope it's ok if we hold off for this part.

Are there any BONUSES included?

(Highly recommended so we can amp up the perceived
value of your offer!)

Bonus: how to validate your own emotions. This is a HUGE reason people come to my w
ebsite, and is always a very popular topic on social media. They'll learn how to ac
knowledge their own emotions and what it means to validate how they're feeling. I'm
going to give them specific examples of how to coach themselves through validating
their emotions. This is important because the more you can validate your own emotio
ns (instead of relying on outside sources), the more emotionally stable you become.
Since we can't control outside sources, you'll never have emotional stability if yo
u ONLY rely on others to validate how you feel. So, this reinforces the main idea o
f the course.

Here's a copy to a one-pager about it (note that this isn't the complete info I'll
be sharing with them in the course, but just so you can get an idea of what I'm tal
king about): https://www.canva.com/design/DAFEQ3QHoCQ/L6I180dyvqMj70R8snI-ug/view?u
tm_content=DAFEQ3QHoCQ&utm_campaign=designshare&utm_medium=link&utm_source=publishs
harelink

What do you think are the 3 Main Problems your offer/product solves?

- Feeling like you don't have control of your emotions and are overwhelmed by them
(AKA you feel emotionally unstable but we don't want to label it as such)

- Feeling like your emotions hold you back from feeling good about yourself and liv
ing the life you want

- Not knowing how to process the information your emotions are trying to give you

Are there any objections and misconceptions about your offer/product?

Objection: I'm not a therapist so I don't know what I'm talking about nor am I qual
ified (some people probably want to hear specifically from an accredited mental hea
lth professional)

Objection: emotions aren't simple and you can't just make a formula to process them
that fits everyone, so this course isn't for me because I'm different and my needs
are unique

Can you take me to your Client Testimonials, if any? Links are okay!

Same as above!
Do you have any money-back guarantee for this particular offer?

Most likely no!

If we are working on your emails or social media captions or

blogs, please answer the following.
Describe the copy you are aiming for (ex: short, concise copy)

Probably a mix of short and concise with medium and descriptive

Are there any emails/social media captions/blogs that come close to that offer or come close to
the vibe that you’re aiming to have?

I don't have specific emails to show you, but love the copy from these ladies:

https://anitasiek.com/work-with-me

https://copycrush.co/website-copywriting

https://wildspirit.co/creative-website-copywriting

https://emilyosmond.com/programs

Wrap Up!
Is there anything else of value that you want to tell me?

Please ask me if you need any clarifications! Thank you so much!

If you’ve got more info, resources, and research documents that would help us in
accomplishing these. I would love to have them all! There’s never too much info here.
:)