Business coaching is an oversaturated (and unregulated) market so it was important to build trust with the audience. We achieved that by sharing Trina’s very relatable ‘warts and all’ story of building her own beauty business from scratch. The overall tone of the copy was uplifting and inspiring. We tapped into the audience’s main ‘pain points’ and offered solutions. This helped the audience feel understood and hopeful while encouraging them to take action by reaching out to Trina.